Marketing Project on Pepsi Co.
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Here i have uploaded my marketing project on Pepsi co. I hope that our project will help every business and marketing's student...!!
Transcript of Marketing Project on Pepsi Co.
GROUP MEMBERS :
Amina Yawar
Wajid Ali
Haris Riaz
PRESENTED TO:Mr. Usman M Ghauri
Pepsi (Brand Name)
(Brand Logo)
"Live for Now" (Brand Slogan)
• Pepsi is a carbonated soft drink produced and manufactured by PepsiCo.
• The drink was first made in the 1890s by pharmacist Caleb Davis Bradham in New Bern, North Carolina.
• The brand was
trademarked on June 16, 1903.
• There have been many Pepsi Variants produced over the years.
Pepsi Marketing Mix
PRODUCT
PRODUCT
CONSUMER GOODS
INDUSTRIAL GOODS
• The main product of Pepsi Cola Company is Pepsi.
• Sub brands of Pepsi are Dew, Miranda, 7up, Pepsi Max.
• It also diversified into Lays.
Primary & Secondary Packaging
• Providing their consumers with easy-to-use, convenient and innovative containers are one of their top priorities.
• Pepsi introduced the industry's first 1 ½ liter bottle; Regular, Disposable; Can.
• Pepsi Co. was the first company to respond to consumer preference with lightweight, recyclable, plastic bottles.
Core part
Fulfill’s thirst
Shape
Size
Tast
e Weight
No augmented part
Actual part
Augmented part
PRICE
Size and Price of Pepsi (RS.)• Regular bottle 15
• Non returnable or disposable bottle 30
• 0.5 liter bottle 40
• 1.5 liter bottle 70
• 2.25 liter bottle 90
• Pepsi can 50
• Pepsi prices its products similar to those of Coca-Cola in order to keep profits high.
• As neither of the major manufacturers would win a price war, the company follows the pricing structure of the market leader.
• PepsiCo’s current retail prices range depending on the convenience of the location in which they are located and depending on the size of the soft drink container.
PLACE
PROMOTION
Some of the ways in which Pepsi attracts consumers are:• Free Samples ( New product – DEW)
• Discounts ( RAMDAN Offers)
• In-Store Displays – Signs, banners etc.
• Entertainment – Games with free T-shirts, Pepsi points under the cap etc.
PROMOTIONAL MIX
Personal Selling
0%
Publicity5%
Sales Promotion
15%
PublicRelation
15%PEPSIAdvertising
65%
Promotion
Advertising• TV• Billboards• Posters• Radio
Sales Promotion
• Scratch cards• Lucky draw• Buy 1, get 1 free• Changing to smaller
packaging
Events Experience
• Musical concerts/shows
• Sponsoring sports events
PR & Publicity• Cricket brand
ambassador• Sponsorship of cricket
team and World cup
SSegmentation Variable Data
Demographic Age 14 -30+
Gender Male , Female
Family size 1 – 2, 3 – 4, 5+
Family life cycle Married , Unmarried
PsychographicSocial class Middle class, Upper class
Lifestyle Fulfilled, Believers , Achievers , Strivers and Strugglers
BehaviouralOccasion Parties, Birthday , Sports and Regular Occasions
Benefits Quality, Taste
User Status First time user
Loyalty Status Strong
• The Coca-Cola Company has historically been considered PepsiCo’s primary competitor in the beverage market and in December 2005, PepsiCo surpassed The Coca-Cola Company in market value for the first time in 112 years since both companies began to compete.
• PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S. snack food market, accounting for approximately 39 percent of U.S. snack food sales in 2009.
• One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack market share.
SWOTANALYSIS
OF PEPSICO
STRENGTHS
1.Company Image.2. Quality Conscious.
3. Good Relations with Franchise.
4. Production Capacity.5.Market Share.
WEAKNESS
1. Political Franchises.2. Short term Approach.
3. Weak Distribution.
OPPORTUNITIES THREATS
1. Imitators.2. Government
Regulation.3. Corporation’s
shortage problem.5. Political instability.
6. Threat of labor strikes.
1. Increase Population.
2. Changing social trend.
3.Diversification4. Distribution of
snack foods.
Conclusion
