PepsiMarketing PlanPRESENTED BY PEOU MENGTONG TOUCH SENGHOUR

Presentation Outline Introduction Current Marketing Situation SWOT Analysis Objective Marketing Strategy Action Program Controls Conclusion References

Introduction Pepsi International is a world–well–known in the world soft drinks brand. Pepsi is producing Cola for more than 100 years and has dominated the world market for a long time. Its head office in New York.

IntroductionHistory PepsiCo, Inc. was established through the merger of Pepsi–Cola and Frito–Lay. Pepsi – Cola was created in late 1890s in New Bern, North

Carolina, United States.

HistoryThe plant was opened in Cambodia in 1960s, but shut 15 years later once the Khmer Rouge took over. In 1992, Pepsi-Cola International has linked up with the brewers of Angkor beer – Cambrew Ltd.

Introduction

IntroductionVision

◦ To 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◦ 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.

Current marketing situation

Target Market Pepsi targeted the youth

Pepsi target the every class of Cambodian whether it is a Middle, High, and Lower class

Competitors & Substitutes Coca-Cola

Energy drink

Juice

SWOT AnalysisStrengths Brand of Pepsi has a strong image on customers’ mind set Attractive packaging design Pepsi Cola offers many promotions

Weakness Weak on distribution Pepsi offers promotion mostly focus on youth Pepsi is not considering many potential outlets like hotels, and college canteens Not all the PepsiCo products bear the company name

SWOT Analysis

SWOT AnalysisOpportunities Increasing population Changing social trend Increased interest of people in musical groups, and sports have provided an opportunities for Pepsi to increase its sales through them Company may start entering rural provinces also

SWOT Analysis

SWOT AnalysisThreats Cola drinks are not good for health. Thus, the awareness level of the people is decrease which is a big threat to company More substitutes drinking products Shortage of electricity

SWOT Analysis

ObjectiveGoalo To increase Pepsi market share and product awareness

Objectiveo To give more satisfaction to the customers

Marketing StrategyPositioning Available in regular size Packaging attractiveness

Product Strategy Create more new flavors Always focus on health – sweet less, low carbon dioxide gas Keep design more on product packaging

Marketing StrategyPricing Strategy Provides credit facility to the distributor which helps them in proper running of their business Product price are fixed by PEPSICO. Cambodia according by Cambodian’s market

Distribution Strategy Joint Venture strategy with Cambrew Ltd. to distribute over Cambodia market The distribution of Pepsi channel such as

Supermarkets Convenience mart Restaurants Fast food outlets (KFC…)

Marketing Strategy

Marketing StrategyPromotion Strategy This advertising is mostly creative and has different elements like music and sports

Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, and music etc.

Marketing Strategy

Action ProgramsAction step of Pepsi Cola in 2015:

Step 1: Do research on customer needs, wants, and demands

Step 2: Create new flavors with more design of packaging -health

Step 3: Provides more credit facility to the new and old wholesalers in order to expand Pepsi’s brand to rural area

Step 4: Start to build more partners with local brands to offer our Pepsi products only

Step 5: Start to do more sponsors with government, NGOs, or other events

Control

If local brands reject to become our partnership, we will talk with them again by providing commission Be a sponsorship, we will go direct to government, NGOs, or other events

Conclusion Pepsi has been producing for more than 100 years but still well known in markets – Health, Environmental, and Society. Moreover, Pepsi can come out with as many new innovative products as they can depend on countries’ cultures.

Recommendation To be more and more well known in every markets, the Department of Research and Product Development of Pepsi has to be strong

Referenceshttp://pepsicambodia.com/?page_id=21http://www.pepsico.com/Company/Our-History/http://www.phnompenhpost.com/national/pepsi-joins-an

gkor-beer-open-soft-drink-planthttp://www.28dayslater.co.uk/forums/european-international-sites/83871-old-pepsi-bottling-factory-cambodia-july-2013-a.html

Budgets

Expense

Research information $1,200

R&D department $10,000

Sponsorship $3,000

Total $14,200