pepsi
DESCRIPTION
TRANSCRIPT
Presented By: Ata ul Hassnain (FA12-MBT-015) Habiba Zargul (FA12-MBT-029) Faraz Asmat (FA12-MBT-027) Asif Javed (FA12-MBT-013) Faisal Mirza (FA12-MBT-025)
Marketing Strategies of PEPSI
Introduction and History of Pepsi Product Strategy Positioning & Differentiation Strategy Price Strategy Distribution Strategy Promotional Strategy Competitive Strategy Target Marketing Strategy Corporate Strategy Product Line Extension Challenges & Opportunity faced by Pepsi Marketing Strategy of Pepsi
Contents
World renowned brand and Carbonated Soft drink
Pepsi is a symbol of hygiene, quality and service, all over the world.
Producing Cola for more than 100 years
Dominated the world market for a Long time
Introduction:
First introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb Bradham
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.
Pepsi is recognized as Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan
History:
Packaging:For protecting the syrup, Pepsi Cola uses the glass as well as
plastic bottles of different quantities.
250 ml Regular Bottle 330 ml Tin 500 ml Disposable Bottle 1000 ml Regular Liter Bottle 1500 ml Disposable Bottle 2250 ml Family pack Disposable Bottle
Product strategy
The positioning of Pepsi in the consumer mind is done by the following ways Physical positioning
Perceptual Positioning
Positioning & Differentiation Strategy
Low quantity of cafeen Available in regular size
Perceptual Positioning Refreshing drink Youth Oriented
Physical positioning
Pepsi differentiate himself on the basis of its sweeter taste
Pepsi’s ads reflect the social, cultural values of Pakistan and main stream celebrities of Pakistan are used for Pepsi’s promotions So it is a unique selling point(USP) of Pepsi
Differentiation Strategy
Pepsi set its price in Pakistan according to international market.
Pepsi also done a survey for setting a price in Pakistan as well as in all-over the world.
Price should not be low nor high, so that it would be affordable to the common consumer.
Price Strategy
Pepsi use Intensive strategy for its distribution
Pepsi has given franchises in all over the Pakistan for the distribution(Pakistan Bottlers, Riaz Bottlers, Punjab Beverages and Shamim & company)
Pepsi has 12 different units in different areas of Pakistan
There are 62 agencies distributing Pepsi only around Lahore in their respective allocated sub zones.
Distribution Strategy
Pepsi Cola Company has also become official sponsors of Pakistan cricket
Pepsi has launched a number of prize schemes to attract new customers
TPR(Trade Price Reduction) is a promotional strategy of Pepsi on ramzan and Eid . One case is free on buying 10 cases of Pepsi.
Promotional Strategy
Pepsi have a 53% Market share in Pakistan
Pepsi also extend his product line for the competition
Pepsi is available almost in everywhere in Pakistan. So it is a competitive edge
Competitive Strategy
Pepsi targeted the youth
Pepsi targeted the every class of Pakistan whether it is a Middle, Upper and lower class
Pepsi targeted the South Asia Region through Cricket Sponsorship in that region
Target Marketing Strategy
"To be the world's best beverage company". Being the best means providing outstanding quality, service, cleanliness and value, so that their every customer is contented and happy with their products.“
"To increase the value of their shareholder's investment through sales growth, cost control and wise investment of resources."
Corporate Strategy
Pepsi has 16 different products in Pakistan because New products is 2nd lag of the company
Product Line Extension
Soda Water Chips Juices
Pepsi Cola Aquafina Lays Tropicana
7Up Kurkure
Miranda Cheetos
7Up Zero
Pepsi Diet
Dew
Sting
Teem
Pepsi Twist
At that time the Pepsi is on Maturity stage which is identify by these two reason.
Market share is up to 53% They are capturing only the 53% of the total
consumer (actual and potential)
Product Life Cycle Strategy
The main competitor of the company is the Coca Cola But Gourmet Cola is also a threat in future
Cola drinks are not good for the health so the awareness level of the people is increasing
Inflationary Trend in the Market
Electricity Crisis
Poor Law & order situation
Challenges
Opportunity through extending product line
Can get more market by extending distribution into the rural areas
Market have still potential
Opportunities:
The following are the reference material where the
information is collected.
Company website www.pepsico.com
BIBLIOGRAPHY
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Ice Cream