imc project2 group3 pepsi

7/21/2019 IMC Project2 Group3 Pepsi

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FT151022 VARUN RAMACHANFT151049 ABHISHEK ANANDFT151092 DHIRENDRA KUMAFT151099 SHRADDHA DADHIFT153071 ARCHIT RAJFT153091 SHUBHANK GOYALFT153028 V VENKATA HANI

FT152095 SHISHIR KUMAR

IMC- Pepsi

GROU 3


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PepsiCo

PepsiCo inc. is an American multinational food and beveragecorporation headquartered in Purchase, New or!

It is the "nd largest manufacturer of soft drin!s in the world.

#wns other brands such as $ua!er #ats, %atorade, &rito-'a(,)ropicana, Copella, Mountain *ew, Miranda, +-p etc.

PepsiCo was founded in /0 through the merger of Pepsi-Cola

and &rito-'a(. )ropicana was acquired and PepsiCo merged withthe $ua!er #ats Compan(, including %atorade.

PepsiCo bought restaurant chains such as Pi11a 2ut, )aco 3ell, an4entuc!( &ried Chic!en which was later changed to 4&C, but in+ it spun o5 its restaurant business into a separate compan(,

)ricon %lobal 6estaurants.


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3rand Image of P7P8I

Pepsi is a brand that ever( (oungster relatesto.

3ut this de9nitel( doesn:t mean that other agegroups are not it:s user:s.

)hus Pepsi:s brand image is it:s cool, livel( anrefreshing attitude.


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Pepsi Advertising 2istor(

;hen introducing Pepsi-Cola, once !nown as >


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Advertising 8trateg( of Pepsi

Pepsi:s target audience are mostl( teens and (oung adults and theadvertising reects this in ever( possible wa(.

)he compan( changes its advertising strateg( and image to reect thtargetBs interests.

Pepsi ma!es sure that the advertisements reect to the target audienceinterests and nostalgia.

)he advertising strateg( includes cool, hip promos to attract more of thtarget audience.

Pepsi.com also pla(s an important role in advertising and attracts targeaudience b( giving access to options li!e downloads, gaming, music mi?inapplications etc


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Pepsico is spending 1)1 *$''$&+ , 1)3*$''$&+ dollars in advertising

Pepsi:s current C7# is Indra No(i

Continution


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)(pes #f Advertising

)here are several t(pes of advertisements that is usedb( Pepsi that help e?pose the product out to the publicA few e?amples are

Print advertisement,

Outdoor advertisement,

Broadcast advertisement,


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Print Advertisements

Print Advertisements are ads that are

printed b( companies and published innewspapers, maga1ines, brochures, and(ers.


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3roadcast Advertisement

3roadcast advertising is radio, television, and Internet

advertising.


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ESI % AKISTAN

No. soft drin! in Pa!istan.

+ - &irst plant in Pa!istan, in Multan.

Mar!et share of more than /@F

#Gcial sponsors of Pa!istan cric!et team

)P6H)rade Price 6eduction is a promotional strateg( of Pepsi on 6a7id.


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S-OT ANALYSIS


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ROMOTIONS

A./!$#$+

I+!+$/!# & #('!# "!#&+#

I+!+$/!# & #&"!!"!#

6*'$$ ( !"#$ &6'!#

R(""& $ K! A&6+ M(+(!#


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!"#$ $+ ($#(+

!"#$ $# ($#(+$ (+. T!! &6. &: I;

&


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!"#$ &


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($#(+$ G$'# C(+ D&A$6.!


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GEN NET


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D$' D$' ($#(+G&&. F&&.= G&&. M6#$ andG&&. C$!)

Celebrating cric!et 8ignature tagline


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ESI % USA

A (outh Centric drin!, associated will all that isfashionable

and Kin: with the societ(.

A drin! for the smart innovative (oungster who is laid and cool,

and can turn the tric! situation to his or her own advantage.

A drin! associated with adventure, rough and tough

9gureL a

winner , a go-getter.


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MARKETING STRATEGY

PepsiCo also includes the quic! fast food restaurants business in thes(nerg( mi?. )hrough its three leading fast food restaurants, $(H6= KFC (+. T(& *!'', PepsiCo can distribute its beveragesthrough a captive customer mar!et that would entail of theirbeverages through fountain drin!s.

PepsiCo emplo(s an impressive s(nerg( plan that attempts toconsolidate all of its businesses. &rom its practice of transferring its

best managers to its man( di5erent companies to its


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RINT ADS


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RINT ADS


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RINT ADS


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190


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SUER BO-L AD


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OLITICAL FACTORS

PepsiCo is non alcoholic beverage and has to follow regulated b( &*Aconsistenc(.

PepsiCo:s competitors use competitive pricing strateg( and Pepsi has!eep this in mind.

It deals in di5erent mar!ets and ever( mar!et has its own policies aprocedures that are either stringent or either rela?ed. 8peciall( crosssituations are ver( di5erent and Pepsi has to adapt to these changes

PepsiCo has to also deal with government:s focus on stricter water ponorms and land acquisition for new factories in di5erent countries.


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ECONOMIC FACTORS

suall( whenever there is an economic downturn faced b( the ecompanies sales are badl( a5ected and the( have to restructurestrategies.

)he economic in "@@> was in Pepsi:s favor. It resulted in increaseits beverages as people were obless and were sitting at home, smore time with famil( and friends.

Availabilit( of labor is another ver( important economic factor .Incountries the labor is quite e?pensive and if it:s cheap then somlabor is not well trained.

)he economic impacts of such movements are serious because a5ect the growth.


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SOCIAL FACTORS

Changes in consumer attitudes towards carbonated drin!s

.8. 8oda ma!er sales in that region slumped /F in the 9rst quarwere down 00F in the second quarter of "@O from last (ear:s lev

Increasing popularit( of health( lifest(le

PepsiCo revamped its product portfolio and introduced the % seriecomprising of %atorade Prime, Perform and 6ecover.

PepsiCo has announced the launch of


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TECHNOLOGICAL FACTORS

Pepsi Cola alwa(s have (oung generation in mind, praising (outh coolness. It is !nown for its campaigns with music and sports cele

#n another hand, Coca-Cola advertising has historicall( focused owholesomeness and nostalgia for childhood. Coca-Cola advertisingcharacteri1ed as


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ENVIRONMENTAL FACTORS T! !"#$ R!:!# &!

)he Pepsi 6efresh Proect HP6P was a "@@ initiative b( PepsiCo to award T"@ m

to individuals, businesses and non-pro9ts that promote a new idea that has a pon their communit(, state, or the nation. )he proect is completel( separate froCorporate &oundation and uses mone( budgeted for mar!eting.

R6'!#

)he P6P began on anuar( Q, "@@ when the website, refresheverything.comaccepting ideas online. )he rules of the proect state that the 9rst ,@@@ ideas peach month will be considered for a share of T.Q million available UQVIt too! less

for one thousand Wanuar(W ideas to be submitted and the site stopped acceptin!"#$ (+. NL

Prior to 8uper 3owl 'ID, the National &ootball 'eague website hosted a one-we6efresh Proect contest for ideas suggested b( N&' pla(ers. *rew 3rees was theW8uper 3owl 6efresh ProectW with more than half a million votes. A T@@,@@@ gto the 2ope 'odge in New #rleans for no-cost housing of cancer patients and fa

A./!$#!


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LEGAL FACTORS Pepsi has alwa(s been in a legal tussle with its archrival Coca Cola. )hrou

e?istence, Pepsi and Coca Cola had been attac!ing each other through fu

advertisements and law suits. )he latest bone of contention %atorade vXs Powerade

Coca-Cola claims its sports drin! is superior because Powerade I#NO containsmagnesium, according to PepsiCo. PepsiCo said in an e-mailed statement thatthe minerals in Powerade I#NO is less than @.0 percent of their recommendedallowances.

WMore calcium and magnesium are found in most tap water,W PepsiCo said.

D!!"$/! A./!$#!

2owever, %atorade feels the ad implies Powerade #ption not onl( has less caalso provide more energ(, a claim Co!e cannot substantiate. ;hile Powerade #

contain less calories, the drin! cannot refuel athletes in the same manner as %a


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imc project2 group3 pepsi

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