Presented To:

Sir.Hassan Mustafa

Presented By:

M.Imran

Mian Ali Ahsan

Saqib Yousaf

History

Start from 1890

: Caleb Bradham

200 countries

headquartered in Manhattan, New York.

1500000 Worker

Pepsi co. Uni

Vision statement

PepsiCo's responsibility is to continually improve all aspects of the

world in which we operate - environment, social, economic - creating a better tomorrow than today."vision is put into action

through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company

Mission Statement

Our mission is to be the world's premier consumer products company focused on

convenient foods and beverages. We seek to produce financial rewards to investors as

we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive

for honesty, fairness and integrity.

Identify and Establish Brand Positioning and value.

Pepsi - Brand Positioning

Category: Soft drink, more specifically Cola

Male and female, skewed male. 16-45. Think of themselves as hip or youthful. Forward thinking. Middle class, middle income. High school plus educated. Rural and urban dwellers.

Target Market:

Pepsi positioningCoke represents happiness and moments of joy,

while it protects culture and maintains the status quo. Pepsi, on the other hand, creates culture and

embraces individuality. For Pepsi loyalists, leading an exciting life is much more important than leading a

happy one. Mr. Jakeman

said.Pepsi’s Brand positioning has finally always been as a refreshing cola drink for the youth, just about every social occasion.

Pepsi's POD Their forward thinking

attitude. Pepsi has the image of

being action oriented. I think that a large part of

their target audience associate themselves with the brand because of that image.

Pepsi's POP Their wide selection to fit every lifestyle of consumer. They have regular pepsi, pepsi max with more

caffeine, pepsi cherry vanilla, caffeine free pepsi, diet pepsi and pepsi zero to name a few.

Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentiations.

Of course Pepsi's main competitor is Coke who is in the same category and has a very similar target audience.

Mental Map

Saqib yousaf

Brand Personality Pepsi has always had a young target audience. Many of their ads were historically targeted at teens and

even pre-teens And are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over

the years. Male, 16-45, young in attitude/hip, cheerful, forward

looking, active and middle class.

Brand Mantra

Pepsi-young

-Celebrities

-Fresh

-Sport

Coca Cola -Sharing -Hapiness -Tasty

Pepsi core values

  Sustained growth Empowered people Responsibility & Trust

Pepsi’s core values are :

Brand Elements

Integrated Marketing Communications (IMC)

Pepsi has altered its marketing strategy recently to attain competitive advantage and sustain for a longer period in the market

For this it is increasing its TV ads by 30% in a year. It is also devising new advertising campaign.

E-commerce is shaping up to be the next great revolution in the food and beverage industry and to boost this Walmart’s mobile chief just joined Pepsi to lead its new e-commerce push.

Pepsi Brand Equity Break up of Brand Equity for the brand Pepsi

Ali Imran

Brand Value Chain

Guiding principles for Performance

Care for our customers, our consumers and the world we live in.  Sell only products we can be proud of. Balance short-term and long-term. Respect others and succeed together.

Brand Mroducts Matrix BCG Matrix

SWOT Analysis

Pepsi Strengths

Strong brand image Broad product mix Extensive global production

network Extensive global distribution

network

Pepsi Weaknesses 

Low penetration outside the Americas

Limited business portfolio Weak marketing to health-

conscious consumers

Opportunities for Pepsi

Business diversification Market penetration in

developing countries Global alliances with

complementary businesses

Threats Facing Pepsi

Aggressive competition

Healthy lifestyles trend

Brand portfolio

Business Strategy and Long-Term Planning Building new capabilities Increasing focus on costs Develop a culture of collaboration Exercise discipline when it comes to capital returns

Market Penetration Product Development Market Development

Pepsi competitive advantage

Broad differentiation

Pepsi Revitalization Strategy: Pepsi revitalized their advertising campaigns

with celebrities from a wide range of fields

Attractive and inspiring website was a huge asset to the company as it not only presents the Pepsi products but also includes promotions games, music, and movie trailers.

Pepsi competitive advantage

Pepsi also reiterated their promotions with their new ads featuring.

Pepsi confirmed their established promotions and advertisements strategies, Pepsi’s younger image is also aided by celebrities endorsement.