marketing project on pepsi co

GROUP MEMBERS :

Amina Yawar

Wajid Ali

Haris Riaz

PRESENTED TO:Mr. Usman M Ghauri

Pepsi (Brand Name)

(Brand Logo)

"Live for Now" (Brand Slogan)

HISTORY

• Pepsi is a 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.

Pepsi Marketing Mix

PRODUCT

PRODUCT

CONSUMER GOODS

INDUSTRIAL GOODS

• The main product of Pepsi Cola Company is Pepsi.

• Sub brands of Pepsi are Dew, Miranda, 7up, Pepsi Max.

• It also diversified into Lays.

Primary & Secondary Packaging

• Providing their consumers 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.

Core part

Fulfill’s thirst

Shape

Size

Tast

e Weight

No augmented part

Actual part

Augmented part

SALE

S

PRICE

Size and Price of 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

• Pepsi prices its 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.

PLACE

PROMOTION

Some of the ways 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.

PROMOTIONAL MIX

Personal Selling

0%

Publicity5%

Sales Promotion

15%

PublicRelation

15%PEPSIAdvertising

65%

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

Market Segmentation

SSegmentation Variable Data

Demographic Age 14 -30+

Gender Male , Female

Family size 1 – 2, 3 – 4, 5+

Family life cycle Married , Unmarried

PsychographicSocial class Middle class, Upper class

Lifestyle Fulfilled, Believers , Achievers , Strivers and Strugglers

BehaviouralOccasion Parties, Birthday , Sports and Regular Occasions

Benefits Quality, Taste

User Status First time user

Loyalty Status Strong

• The Coca-Cola Company 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.

SWOTANALYSIS

OF PEPSICO

STRENGTHS

1.Company Image.2. Quality Conscious.

3. Good Relations with Franchise.

4. Production Capacity.5.Market Share.

WEAKNESS

1. Political Franchises.2. Short term Approach.

3. Weak Distribution.

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.Diversification4. Distribution of

snack foods.

Conclusion