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Marketing Project on Pepsi Co.
Pepsi, a carbonated soft drink produced by Pepsico, was first created in the 1890s and trademarked in 1903. The brand employs a diverse marketing mix including innovative packaging, competitive pricing strategies similar to Coca-Cola, and extensive promotional efforts through advertising and events. Pepsico also faces competition in both beverage and snack sectors, with a SWOT analysis indicating strengths in company image and market share, while also highlighting weaknesses and external threats.
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Introduced team members Amina Yawar, Wajid Ali, Haris Riaz, and presented to Mr. Usman M Ghauri.
Introduced Pepsi brand with slogan 'Live for Now'. Company history details include inception in 1890s.
Discussed marketing mix and product categories, primarily Pepsi along with sub-brands like Dew and Lays.
Emphasized packaging strategies, introducing innovative containers like 1.5 liter, lightweight recyclable bottles.
Provided details on product sizes and prices in RS. Discussed pricing strategies relative to Coca-Cola.
Outlined promotional tactics, including samples, discounts, advertising methods, events, and PR.
Described demographic, psychographic, and behavioral segmentation variables of the Pepsi target market.
Noted Coca-Cola as primary competitor, PepsiCo's market value history, and snack market share details.
Conducted SWOT analysis highlighting strengths like company image, weaknesses in distribution, opportunities, and threats.
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Marketing Project on Pepsi Co.
- 2. GROUP MEMBERS : AminaYawar Wajid Ali Haris Riaz PRESENTED TO: Mr. Usman M Ghauri
- 3. Pepsi (Brand Name) (BrandLogo) "Live for Now" (Brand Slogan)
- 6. • Pepsi isa carbonated soft drink produced and manufactured by PepsiCo. • The drink was first made in the 1890s by pharmacist Caleb Davis Bradham in New Bern, North Carolina. • The brand was trademarked on June 16, 1903. • There have been many Pepsi Variants produced over the years.
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- 10. • The mainproduct of Pepsi Cola Company is Pepsi. • Sub brands of Pepsi are Dew, Miranda, 7up, Pepsi Max. • It also diversified into Lays.
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- 12. • Providing theirconsumers with easy-to-use, convenient and innovative containers are one of their top priorities. • Pepsi introduced the industry's first 1 ½ liter bottle; Regular, Disposable; Can. • Pepsi Co. was the first company to respond to consumer preference with lightweight, recyclable, plastic bottles.
- 13. Core part Fulfill’s thirst Shape Size Taste Weight No augmented part Actualpart Augmented part
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- 16. Size and Priceof Pepsi (RS.) • Regular bottle 15 • Non returnable or disposable bottle 30 • 0.5 liter bottle 40 • 1.5 liter bottle 70 • 2.25 liter bottle 90 • Pepsi can 50
- 17. • Pepsi pricesits products similar to those of Coca-Cola in order to keep profits high. • As neither of the major manufacturers would win a price war, the company follows the pricing structure of the market leader. • PepsiCo’s current retail prices range depending on the convenience of the location in which they are located and depending on the size of the soft drink container.
- 21. Some of theways in which Pepsi attracts consumers are: • Free Samples ( New product – DEW) • Discounts ( RAMDAN Offers) • In-Store Displays – Signs, banners etc. • Entertainment – Games with free T-shirts, Pepsi points under the cap etc.
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- 23. Promotion Advertising • TV • Billboards •Posters • Radio Sales Promotion • Scratch cards • Lucky draw • Buy 1, get 1 free • Changing to smaller packaging Events Experience • Musical concerts/shows • Sponsoring sports events PR & Publicity • Cricket brand ambassador • Sponsorship of cricket team and World cup
- 26. SSegmentation Variable Data Demographic Age14 -30+ Gender Male , Female Family size 1 – 2, 3 – 4, 5+ Family life cycle Married , Unmarried Psychographic Social class Middle class, Upper class Lifestyle Fulfilled, Believers , Achievers , Strivers and Strugglers Behavioural Occasion Parties, Birthday , Sports and Regular Occasions Benefits Quality, Taste User Status First time user Loyalty Status Strong
- 27. • The Coca-ColaCompany has historically been considered PepsiCo’s primary competitor in the beverage market and in December 2005, PepsiCo surpassed The Coca-Cola Company in market value for the first time in 112 years since both companies began to compete. • PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S. snack food market, accounting for approximately 39 percent of U.S. snack food sales in 2009. • One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack market share.
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- 29. 1.Company Image. 2. QualityConscious. 3. Good Relations with Franchise. 4. Production Capacity. 5.Market Share.
- 30. W E A K N E S S 1. Political Franchises. 2.Short term Approach. 3. Weak Distribution.
- 31. OPPORTUNITIES THREATS 1. Imitators. 2.Government Regulation. 3. Corporation’s shortage problem. 5. Political instability. 6. Threat of labor strikes. 1. Increase Population. 2. Changing social trend. 3.Diversification 4. Distribution of snack foods.