Marketing report on PEPSI

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Transcript of Marketing report on PEPSI

  • 1. PREPARED BY: ASIM NASEEM (22743) MAZHAR (22719) FARHAN AFRIDI (11156)

2. EXECUTIVE SUMMARY Pepsi Cola Company includes in beverages industry.Pepsi Cola international is well reputed multinational company which is doing its business in almost every country of the world. The company is registered in New York stock exchange U.S.A. to make a better control over the business the company has given the manufacturing rights to different companies. Now these companies are producing the products on the behalf of the company by using their trademark 3. PEPSI COMPANY MISSION STATEMENT, VISION, AND PURPOSE: The mission of the PepsiCo focuses on products and performance primarily, with a few values thrown in for good measure. The mission statement of the PepsiCo Company is:"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." 4. Demographic Segmentation PEPSI COLA is not bounded to any particular age,gender or lifecycle stage. The brand is meant for all the users of every age group but its target market is mainly youth. 5. Psychographic Segmentation For psychographics, Pepsi-cola caters to all socialclasses, but the vast majority of attention goes to people in the middle/upper class. This is demonstrated by their social media efforts. 6. Behavioral Segmentation They are heavy TV users and very likely to notice adson billboards. They may not be brand loyal, but are very heavy users of the carbonated soda category. 7. COMPETITIVE ANALYSIS: Scope: Pepsi Colas product is included in consumer product and came under the category of specially product about which the consumers are fully aware and are completely loyal with it. Market Share: Pepsi is about 65 - 70% while Coke is about 25-28% in Pakistan Beverage Market Survey.*Bottle Water and Dairy is not included in the beverage survey Major competitors: Pepsi's main competitor has always been Coca-Cola. Other big competitors are Dr. Pepper/Snapple and Kraft. 8. SWOT ANALYSIS OF PEPSI: Strength: Product diversity Extensive distribution channel Corporate Social Responsibility (CSR) projects Competency in mergers and acquisitions 22 brands earning more than $1 billion a year Successful marketing and advertising campaigns Complementary product sales Proactive and progressive 9. Opportunity: Growing beverages and snacks consumption in emerging markets (especially BRIC) Increasing demand for healthy food and beverages Further expansion through acquisitions Bottled water consumption growth Savory snacks consumption growth 10. Weakness: Overdependence on Wal-Mart Low pricing Questionable practices (using tap water but labeling it as mountain spring water) Much weaker brand awareness and market share in the world beverage market compared to Coca-Cola Too low net profit margin Threat: Changes in consumer tastes Water scarcity Decreasing gross profit margin Legal requirements to disclose negative information on product labels Strong dollar 11. POSITIONING: Firstly the Pepsi in America try to position its product for the society as whole and for the purpose of refreshment, which can be clearly visible from their advertisement slogans like Any weather is a Pepsi weather The light refreshment Be sociable, have a Pepsi 12. This positioning strategy they followed up to 1960 and after analyzing that it is very difficult to capture whole population as whole. So Pepsi after 1960 started targeted marketing and choose a different way to promote and to attract new customers by using huge marketing campaigns along the years and creating brand personality associated to the adventure.Pepsis goal is Attract a certain set of customers to buy the product by associating itself with young people who are energetic, fun loving and daring. 13. PEST ANALYSIS Economic Factors Inflation Rate Competition is increasing with the entrance of new domestic players in cola industry 3. Currency rate 4. Market campaigns 5. Leisure time 1. 2. 14. Political Factors Govt. policies not favourable sometimes. 1. Competitive pricing 2. Political stability 3. Flexibility 4. Government policies 15. Socio-Cultural Factors 1. Connects worlds together 2. Associated with festivals 3. Non alcoholic beverage 16. Technological Factors Internal and external factors such as technology,globalization, innovation, diversity and ethics can immensely affect and impact the four functions of management. Various functions such as organizing, leading, planning and controlling can be emerged and influenced by several different internal and external factors. 17. MARKETING STRATEGIES AND MARKETING MIX Marketing Mix: Pepsi Cola is a market leader so it keep the eyes oneach and every competitive advantage. For example now it has introduced the cardboard bottle packing. Pepsi- cola also give importance to the size, colour, and shape of its packages. It has introduced the medium-sized carboard boxes with the different traditional colours such as for Pepsi-Cola it us the Blue and red colour. For Mirinda it uses orange and green colour and for team and seven up it uses the green colour packages. 18. PRICE: A products price is a major determinant of the marketdemand for it. Price affects a firms competitive position and its market share. To be useful, the pricing objective management selects must be compatible with the over all goals set by the firm the goals for its marketing program. 19. There are 3 pricing objectives: Profit oriented: To achieve a target return. To maximize profit. Sales oriented: To increase sale volume To maintain or increase market share Status oriented: To stabilize prices To meet competition 20. Packaging: Packages of Pepsi Cola: 1) 250ml glass returnable bottle 2) 1.5 liter non returnable bottle 3) 2.25 Liter jumbo non returnable bottle 4) 1/2 L Pet non returnable bottle 5) 1 L Pet and non returnable bottle 6) 300 ML Can (Tin) 21. PROMOTIONAL STRATEGIES: Establishes an image such as prestige, discount or innovative for the company and its goods and services. Communicates features of goods and services. It creates awareness for new goods and services. It can reposition the images or uses of faltering goods and services. It generates enthusiasm from channel members. It explains where goods and services can be purchased. It can persuade consumers to trade up from one good or service to a more expensive one. It alerts consumers to sales. It justified the prices of goods and services. It reinforces loyal consumers. 22. THANK YOU!!!