Group no:- 4

Guided by:- Prof. Himanshu Dubey

S T PSegmentation,Targeting,positioning

INTRODUCTIONPepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898.

INTRODUCTION

Introduced in May, 1886 by Dr. John S. Pemberton in Atlanta, Georgia.

Returned to India with Thums up in 1993.

Owns brands like Coca Cola, Thums up, Fanta, Sprite, Kinley, etc

Strong Distribution Network –> 10-tonne trucks & open bay three-wheelers to reach remote areas.

Enormous Job Opportunities

SegmentationDemographic

Basis Pepsi Coca-ColaAGE 18-29 14-64GENDER Male,Female Male,FemaleFAMILY SIZE 1-2, 3-4,5+ 1-2,3-4,5-6+FAMILY LIFE CYCLE Married,

Unmarried Married, Unmarried

Psychographic Basis Pepsi Coca-cola SOCIAL CLASS Middle,Upper Middle,Upper LIFESTYLE Actualizes,

Fulfilled, Believers, Achievers,Strgglers

Strivers.Experience’s Makers.Achievers.

BASIS Pepsi Coca-colaOccasions Parties,sports Regular OccassionsBenefits Quality Taste Brand ImageUser status First time User First time UserLoyalty status Strong Committed in heart and

mind.Readiness stage Aware,Interested Advertising conscious

Behavioural

Targeting Pepsi Coca-cola BY TERRITORY -Eastern Region -Central Region

Youth Generation

Niche Marketing Declining Sales of carbonated drinks and producing specific products.

e.g:- Code Red, Pepsi Blue .

BY TERRITORY- Central Region- Northern Region

- Eastern Region

Youth Generation.

Co-Target Market- Old People

Positioning Pepsi:- “The Next Generation” “Healthy Snacking Alternatives” “Non Carbonated” “For Those Who Think Young”

Coca-cola:-Leadership:-”A courage to shape a better future” Collaboration:- “Leverage collective genius”Integrity:- “Be Real”Accountability:-”If it is to be, it's up to me”Passion:- “Committed in Heart & Mind”Diversity:- “As a inclusive as our brand”Quality:- “What we do, we do well”

SWOT ANALYSIS

Strengths Company Image Quality Conscious Good Relation

with Franchise Market Share Large No. of

diversity businesses

Sponsorships

Weaknesses Decline in taste Political Franchises Short term Approach Weak Distribution Financial Downfall

Pepsi:-

CONT….Opportunities

Increase Population Changing Social

Trend Diversification Distribution of

Snack Foods

Threats Government

Regulation Non-Carbonated and

other Competitor’s Substitutes

Corporation’s Shortage Problem

Threat of Labor Strikes

SWOT ANALYSIS

STRENGTHS• Brand Image• Distribution Network• Bottling Division• Advertising Campaigns

WEAKNESSES• Attrition Rate• Loss Making Unit• Health Hazards

OPPORTUNITIES• Focus on Carbonated drinks• Venture into Traditional Beverages

THREATS• Pesticide Controversy• High Bargaining power of buyers

Market share

PepsiCoca-colaothers

21%

47%

32%

The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of PEPSI and coke efficiently and present them in such a manner so that it can motivate the consumer and generate a thirst in consumer to consummate it.

Conclusion

Questions welcomed?

Thank You.