pepsico marketing strategies

8/13/2019 Pepsico marketing strategies

1/32


2/32

PRESENTED BY:Ahsan khan

Ahsan Shamim


3/32

PepsiCo believes that its performance is fundamentally

connected to its agenda of purpose, which represents thecommitment to give back to communities as the companygrows.
http://en.wikipedia.org/wiki/File:Pepsicup.jpg


4/32

PEPSICO Marketing Plans & Strategies:

1. PEPSICO Vision, Mission, Objectives

2. Marketing Mix 5Ps

3. Buyers Decision Process

4. PEST Analysis & SWOT Analysis

5. B.C.G Matrix

6. Market Segmentation

Conclusion


5/32

PepsiCo's responsibility is to continually improveall aspects of the world in which we operate -environment, social, economic - creating a bettertomorrow than today."


6/32

To be the world's premier consumer productscompany focused on convenient foods and beverages.

Seek to produce financial rewards to investors

Provide opportunities for growth and enrichment toour employees, our business partners and the

communities in which we operate.Strive for honesty, fairness and integrity


7/32

The company main objective is to achieve the highest level of

quality and their all strategies are related with this objective. Thecompany is quite successful in achieving this objective, as they areknown for their quality in the market.

Company's second main objective is product development. Alongwith the product Quality Company largely emphasizes on thedevelopment of the product.

Company's third objective is to increase their revenues frominternational operations.


8/32


9/32

The market in Pakistan is surely dominated byPepsi. It has proven itself to be the No.1 softdrink in Pakistan. Now days Pepsi is recognized

as Pakistanis National drink. In 1971, first plantof Pepsi was constructed in Multan, and fromthere after Pepsi is going higher and higher.Pepsi is the choice soft drink of every one. It isconsumed by all age groups because of its

distinctive taste. Compared with other Cola inthe market, it is a bit sweeter and it contributesgreatly to its liking by all. Consumers surveyresults explain the same outcome and Pepsi hasbeen declared as the most wanted soft drink ofPakistan.


10/32

Total annual sale of soft drink in Pakistan 120

million casesPepsi annual sales in Pakistan 75 millionMarket share of Pepsi 65%Consumption growth 1.7 % per yearRs. 82 Billions last year revenue


11/32

Beverages Water Snacks Juices

Pepsi Aquafina Kurkure Tropicana

Teem Cheetos

Mirinda Lays

7-UP

Mountain Dew

Diet Pepsi


12/32

Product

Place

Price

Promotion

Packaging


13/32

PepsiCo has different divisions that manufacture,market and sell a variety of carbonated and non-

carbonated beverages and foods.


14/32

PEPSI

RETAILERS

BOTTLERS

WAREHOUSE

DISTRIBUTERS

WAREHOUSES WHOLESALERS

RETAILERS

RETAILERS

PAYMEN

T


15/32

Assortment of Goods:

Pepsi has a wide assortmentof goods. In beverages some

very

famous are Pepsi, Mirinda,7up, Mountain Dew etc.

Ubiquitous:

Restaurant, Pan shops,General Stores,Confectionaries, all theseare some examples of thefact that the product Pepsiis ubiquitous.

Assortment of Goods:

Pepsi has a wide assortmentof goods. In beverages some

very famous are Pepsi,Mirinda, 7up, Mountain Dewetc.


16/32

Price should be set according to the product demand of public.Price should be that which gives the company maximum revenue.Price should not be too low or too high than the price competitor ischarging from their customers otherwise nobody will buy yourproduct.

Price must be keeping the view of your target market.

*Sometimes, Pepsi places its customers into some psychological pricingstrategies by reducing a high priced bottle and consumers think that theysave a lot of money from this.


17/32

Pepsiuses various methods to Promote its products,

mostly it is through Advertisements, hiring BrandAmbassadors, Promoting Games like Cricket, SponsorMusic programs, Different Schemes and offers like on Eidor any other occasions and many others.


18/32

Pepsi Cola, take the packaging designs by considering what is betterfor company and what is better or convenient for the transportation.

For protecting the syrup, Pepsi Colauses the glass as well as plasticbottles of different quantity.The variants that are offered by Pepsi in terms of size and quantity,1. 175 ml Mini Bottle(not available now)2. 250 ml Regular Bottle

3. 300 ml Tin4. 1000 ml Regular Liter Bottle5. 1500 ml Disposable Bottle6.2 Ltr. Jumbo Disposable Bottle


19/32


20/32

NeedIdentification

InformationSearch

Evaluation ofAlternatives

SelectionPurchase


21/32

Need Identification:

The consumer is thirsty and he wants to quench his thirst.

Information Search:He will search as to what will satisfy his thirst the most.

Evaluation of Alternatives:

He will now evaluate from the wide range of beverages available to him

that which one of them is suitable to him in terms of quality, taste andis pocket friendly.

Selection:

After evaluating the product he will select a product.


22/32

Purchase:

The consumer will buy the selected product.

Post-Purchase Behavior:

It is the experience that the consumer gets after using the product.He will use the product again if he feels that his satisfaction after useis more or equal to the price of the product.


23/32

After looking at above mentioned Process, we can get an

understanding that a product should be so desirable thatwhenever a person identifies his need, he selects our productamong various substitute products and he feel satisfies sothat he retains the use of that product.


24/32

PoliticalPepsiCo trying to get intounderdeveloped marketThey have to considered on governmenttaxation policy, environmental law

regulations for both side.

EconomicPepsiCo rely on trucks for transportationFuel price fluctuation is one of theimportant aspectEconomic crisis will also to labor supply

and consumers purchasing power

SocialPopulation on young consumers

Changes in life styleSocial trend and demandPeople want to be healthy

TechnologyAwareness on new machine launching

Advance technology automation, willeffect production efficiencyR & D facilities


25/32

STRENGTHSDemand of Pepsi is more than itscompetitors.Company has a very established name anda good reputation.Pepsi has large market share than its

competitors.As the target customers of Pepsi is younggeneration, so Pepsi has more brand loyalcustomers.

WEAKNESSESPepsi does not offer any sort of incentive ordiscount to its retailers.Pepsi target only young customers in theirpromotions.Crown of the disposable bottle is not good.

Demand of disposal bottle is declining.Pepsi tin pack is not available in far offrural areas.Pepsi is not considering many potentialoutlets like hotels, college canteens etc.

OPPORTUNITIES

Company may start enter in rural areas.The company may also diversify itsbusiness in some other potential business.Increased interest of people in musicalgroups, cultural shows and sports hasprovided an opportunity for Pepsi to

increase its sales through them.

THREATS

The main competitor of the company is theCoca Cola.Cola drinks are not good for the health sothe awareness level of the people isincreasing which is a big threat to thecompany.


26/32

Question Mark

Dog

Star

Cash Cow


27/32


28/32

Urban and Rural Areas

Product based : On different living culture


29/32

Age : 5 45

Gender : Male / femaleFamily size : 1 and above

Income: Almost every income group

Cycle : hotels, restaurants, cinema, college, schools and stalls

( young people presence ).


30/32

Lifestyle : believers, achievers, fulfilled, new generation

Social class : lower to Middle class.Social trend : Health conscious :

1.Diet Pepsi : conscious society, where one would drinkDiet Pepsi to stay slim.

2.Tropicana series of drinks : for orange drinker.


31/32

Loyalty: Strong and associate with brand icon.

Occasions / functions: Birthday celebration, Sports, Regularoccasions, wedding.

Benefits : taste, quality


32/32

As a result, market segmentation is important to companies so that

firms can easily enter the market and have a potential growth. If

PepsiCo does not target young population in the beginning, it is hard

to occupy the market and compete with its competitor which is Coca-

cola. Pepsi can continue hire popular celebrities to advertise their

products in different market such as Shahid Afridi attracts sport

enthusiast and Ali Zafar attracts youths where this really can boom thesales. Moreover, Pepsi can come out with as many new innovative

products as they can depend on countries cultures. With this target,

Pepsi can enter many countries market to gain more profits.

pepsico marketing strategies

Documents