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Presented by:Presented by:Maharaj SinghMaharaj Singh

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SEQUENCE OF PRESENTATION

IntroductionIntroductionIntroductionIntroduction

SWOT AnalysisSWOT AnalysisFour PsFour PsMarket SegmentationMarket SegmentationMarket TargetingMarket Targeting

Market PositioningMarket Positioning

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IndraIndra Nooyi Nooyi-- CEO of PepsiCoCEO of PepsiCo

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IntroductionIntroduction

IndustryIndustry Food nonFood non alcoho lic bever ag ealcoho lic bever ag eFo undedFo unded :N ew Bern N.C, U.S. (1890):N ew Bern N.C, U.S. (1890)Fo under (S)Fo under (S) -- calebcaleb br adh ambradh am ,, Don ald M. Kend all Don ald M. Kend all andand her ma nher ma n W. Lay W. Lay H eadquartersH eadquarters :N ew York , U.S.:N ew York , U.S.

A rea served: A rea served: Wor ldwideWor ldwideK ey pe o pleK ey pe o ple : Indr a Nooyi (Chairperson and CEO ): Indr a Nooyi (Chairperson and CEO )

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P roduct P roduct Diet P epsiDiet P epsiMount a in DewMount a in Dew

Aqu af ina Aqu af ina

7up7upMirindaMirindaTropic ana P roductsTropic ana P roductsGator adeGator adeLay' sLay' sKurkureKurkureFritosFritosS liceS lice

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SWOT analysisSWOT analysisStren gth :Stren gth :

P epsi h as a bro ader product line and outst andin g P epsi h as a bro ader product line and outst andin g reput a tion .reput a tion .Grea t br ands , stron g distribution , innov a tive c apabilitiesGrea t br ands , stron g distribution , innov a tive c apabilitiesNumber one ma ker o f sn acks , such as corn chips andNumber one ma ker o f sn acks , such as corn chips and

pot a to chipspot a to chipsP epsi Co se lls three products throu gh the s am eP epsi Co se lls three products throu gh the s am e

distribution ch anne l.distribution ch anne l.For exFor ex -- combinin g the production c apabilities o f P epsi , combinin g the production c apabilities o f P epsi ,

Ga tor ade and Tropic ana is a big opportunit y to reduceGa tor ade and Tropic ana is a big opportunit y to reducecosts , improve e ff icienc y and s mooth out the i mpact o f costs , improve e ff icienc y and s mooth out the i mpact o f se ason al fluctu a tions .se ason al fluctu a tions .

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We aknessWe aknessP epsi h ard to inspire vision and direction f orP epsi h ard to inspire vision and direction f orlarge glob al company.large glob al company.Not all P epsi Co products be ar the co mpany Not all P epsi Co products be ar the co mpany

nam enam eP epsi Co is far away f rom leader CocaP epsi Co is far away f rom leader Coca -- cola incola in

the intern ation al ma rket the intern ation al ma rket de ma nd is hi ghly elasticde ma nd is hi ghly elastic

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Opportunit yOpportunit yFood division shou ld exp and intern ation allyFood division shou ld exp and intern ation allyNonc arbon ated drinks are the fastest Nonc arbon ated drinks are the fastest -- growin g growin g

part o f the industr ypart o f the industr yThere are incre asing trend tow ard he alth y f oodsThere are incre asing trend tow ard he alth y f oods

Focus on most i mport ant custo mer trendFocus on most i mport ant custo mer trend --"Convenience " ."Convenience " .

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Thre a t Thre a t F&B industr y is ma tureF&B industr y is ma tureP epsi is b lam ed f or pesticide residues in theirP epsi is b lam ed f or pesticide residues in theirproducts in one o f their most pro mising emer ging products in one o f their most pro mising emer ging

ma rket ma rket e.ge

.g in Indi ain Indi aOver 50 percent o f the co mpany's s ales co meOver 50 percent o f the co mpany's s ales co me

f rom Fritof rom Frito -- Lay; this is a thre at if the ma rket t akesLay; this is a thre at if the ma rket t akesa downturna downturn

P epsi Co now co mpetes with Cadbur y ,P epsi Co now co mpetes with Cadbur y ,CocaCoca -- Cola, Cola, and Kr af t f oods .and Kr af t f oods .Local so f t drink ma nu facturer .Local so f t drink ma nu facturer .

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MARKET SEGMENTATIONMARKET SEGMENTATION

Pepsi has divided its market in many waysPepsi has divided its market in many waysdemographicallydemographicallygeographicallygeographicallypsycho graphicallypsycho graphicallybehaviorally;behaviorally;

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MARKET TARGETINGMARKET TARGETING

Pepsi customers are mostly young groupPepsi customers are mostly young groupbetween the age of 14between the age of 14- -30 and also30 and alsotargeted at school, colleges, universities,targeted at school, colleges, universities,homes, restaurants, hotel and stores.homes, restaurants, hotel and stores.

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MARKET POSITIONINGMARKET POSITIONING

Pepsi has positioned itself in themarket very perfectly .

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4 Ps (THE MARKETTING MIX)4 Ps (THE MARKETTING MIX)

ProductsProductsPepsiCo operates in three major US and internationalPepsiCo operates in three major US and international

businesses.businesses.Beve rag e s:Beve rag e s: PepsiPepsi- -ColaCola

Mountain DewMountain Dew7up7upMirindaMirindasliceslice

Sn ack Foods:Sn ack Foods:L aysL ays

KurkureKurkureO th e r Products:O th e r Products:

juice drinks juice drinksGatoradeGatorade

Aquafina drinking waterAquafina drinking water

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THREE LEVELS OF PRODUCTTHREE LEVELS OF PRODUCTFOR PEPSIFOR PEPSI

Core BenefitCore BenefitActual productActual product

Brand n am eBrand n am e

Variet y Variet yP ackag ingP ackag ingFea turesFea turesQualit y Qualit y

Augmented ProductAugmented Product

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PROMOTIONPROMOTION

Spends a huge amount on promotions.Spends a huge amount on promotions.Include advertisements sponsorships of Include advertisements sponsorships of

sporting events, musical shows and manysporting events, musical shows and manymore.more.Build strong brand equity.Build strong brand equity.Spends a huge budget on advertisementsSpends a huge budget on advertisementsalso.also.SlogansSlogans

Ask For More Ask For More ye ye haihai yongistanyongistan merimeri jaan jaan yongistanyongistan ka wow ka wow

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PRICEPRICE

PepsiCo sets the prices of its productsPepsiCo sets the prices of its productsaccording to the prices of its competitors.according to the prices of its competitors.

PepsiCo always sell its products atPepsiCo always sell its products atreasonable prices.reasonable prices.The products of Pepsi are easily availableThe products of Pepsi are easily availableat affordable prices all over the India.at affordable prices all over the India.Also sells its products at discount prices atAlso sells its products at discount prices atspecial occasions .special occasions .

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PLACEPLACE

Distribution is movement and productDistribution is movement and productfrom manufacture to end user.from manufacture to end user.

Distribution objective of Pepsi is to makeDistribution objective of Pepsi is to makePepsi available at an arms length.Pepsi available at an arms length.Incentives to Distributors.Incentives to Distributors.Credit facilities.Credit facilities.

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Th ank y o u .Th ank y o u .