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Amarketingplanforpepsiassaignment 140821112914 Phpapp02 2
Amarketingplanforpepsiassaignment 140821112914 Phpapp02 2
Submitted by:
Name
ID
133-11-612.
133-11-664.
133-11-630.
133-11-618.
Program: BBA.
Course name: Principles of Marketing.
Course code: MKT101.
Submitted to:
Md.Safayet Mansoor.
(Lecturer of BBA department).
Submission Date: 18.08.2014.
Letter of transmittal
To
MD. Safayet Mansoor.
Lecturer of BBA department.
Daffodil International University
Subject: Submission of report.
Dear Sir,
It is great and immense pleasure for us that we have the
opportunity to submit the report on A marketing plan
for Pepsi. As part of our BBA course requirement, we
have prepared this report on the basis of the knowledge
we gathered from our knowledge and we like to express
our sincere gratitude to you for your continuous support
and guidance.
We have concentrated our best efforts to achieve the
objectives of the study and hope that our endeavor will
serve the purpose. However, we will always be ready to
provide any further clarification that you may require.
Sincerely yours
Name
Nilufa Easmin Nila
Maha Buba Akter Nitu.
ID
133-11-612
133-11-664
133-11-630
133-11-618
Acknowledgement:
We would like to thank the PepsiCo company as we made
a report on one of their product, all those web sites from
where we collect information about Pepsi, our team
member and a special thanks to our respective teacher
MD.Safayet Mansoor for giving us this opportunity to
represent our idea and for giving us the right
direction,motivation and for helping us to complete our
report.
Executive Summary:
This report provides an analysis and evaluation of the
Marketing Strategy for Pepsi. Methods of analysis include
Market Segmentation, Market Targeting, and Market
Positioning of Pepsi. Into this analysis we have tried to
show how Pepsi segment their market basing on different
variables. Their target market which they serve. We also
discuss about Pepsis internal and external
environment.Their Position in the market and how do they
differentiate themselves to make a position in their
customer mind, their strategy of positioning in market we
tried to give a positioning statement of Pepsi and ended
the whole report with a conclusion and a
recommendation.
Table of content:
Number
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Topic name
Letter of transmittal
Acknowledgement
Executive summary
Table of content
Product overview
Creating and capturing
customer value
Analyzing the marketing
environment
Segmenting, targeting,
positioning
Brand strategies
Distribution management
Integrated marketing
communication
Recommendation
Conclusion
Bibliography
Appendix
Product overview:
Pepsi is a carbonated soft drink that is produced and
manufactured by PepsiCo. Pepsi was first introduced as
"Brad's Drink" in New Bern, North Carolina, United States,
in 1893 by Caleb Bradham, who made it at his drugstore
where the drink was sold. It was later labeled Pepsi Cola,
named after the digestive enzyme pepsin and kola
nuts used in the recipe. Created and developed in 1893
and introduced as Brad's Drink, it was renamed as PepsiCola on August 28, 1898, then to Pepsi in 1961, and in
select areas of North America, "Pepsi-Cola Made with Real
Sugar" as of 2014.
Price:
The second element, price, is all about offering a
product for an appealing price - one that still allows
PepsiCo to make a tidy profit from the sale of their
drinks.
Place:
The third element, place, is about distribution of soda
drinks. Drinks may be sold in mass chain stores, such
as Wal-Mart, and in an array of other retail stores, such
as drug stores, grocery stores, and corner stores or
bodegas. Distribution is the key to getting the product
in front of consumers, so place is a very important part
of the overall sales equation.
Promotion:
Amount of
product
Low
er
Hig
her
Production
cost
Market Segmentation
As we know that Pepsi is provided among a huge
population which is called market. To distribute it and
increasing the revenue the market should be segmented.
Segmentation
Variables
Geographical
Data
World region
Country
Cities
Density
Climate
Demographic
Asia
Bangladesh
All major cities
Urban
Tropical wet
Age
Gender
Family Size
Family Life Cycle
Psychographic
Social Class
Lifestyle
14-30
Male, Female
1-2, 3-4, 5+
Married, Unmarried
Personality
Behavioral
Occasions
Product Differentiation
Channel Differentiation
Image Differentiation
Product Differentiation:
Product differentiation comes into play for sure in the
case of Pepsi. When looking at Pepsi, people think of
soda.
Channel Differentiation:
Coke and Pepsi distribute their drinks through
independent bottlers. These firms make the ingredients
for the drinks and then ship them to the local bottlers,
who pretty much finalize the product. After this is done,
this bottler has the right to distribute whatever brand it
wants to a specific region. On the other hand, a brand
such as Canady Dry does something much different.
Canady Dry packages its product in several locations and
then ships them to wholesale grocers who distribute them
to the local grocery stores and outlets. This is a great
example as to why Canady Dry is strong within local
grocery stores, but why they are not present in vending
machines like Pepsi is. Furthermore, I found it really
Brand strategies
Brand Positioning:
Product attributes- First introduced as "Brad's Drink".
1893
1898
1961
2014
(as
(as
(as
(as
Brad's Drink)
Pepsi-Cola)
Pepsi)
Pepsi-Cola)
Brand development:
Line Extension- In a line Pepsi has Diet Pepsi, Pepsi Next,
and Pepsi Zero etc.
Consu
mer
DISTRIBUT
ORS
WHOLESA
LER
RETAILER
S
CONSUME
RS
Wholesale
rs
Retailers
Consum
er
Number of Intermediaries:
Pepsi Provides direct and indirect employment of 1, 50,
000 people (including suppliers and distributors).
Distributors:
Wholesalers:
The wholesalers of Pepsi generally buy a large quantity of
products directly from distributors or the company. Then
they resale the product to the retailers. According to
http://www.exporters.sg/there are 70 wholesalers of
Pepsi. Some of them are:
FAR WAY GENERAL TRADING LLC (Exporting and
importing Pepsi )
Brand Distribution Poland LTD, POLAND
(Exporting Pepsi 0,33L 24 cans case)
Retailers:
Sale promotion:
Pepsi has used a variety of sales promotions over the
years. They have used celebrity such as Michal Jackson,
Beyonc for endorsements. This has been shown with
the use of Beyonc.
Recommendation:
Since there are older people and Pepsi has been
traditionally a young peoples drink, Pepsi will have
to stimulate consumption by older members of
society
Pepsi uses Plastic bottles and cans which can be
harmful for society. So Pepsi should be produced
more in recyclable bottle
Need to improve PR activities in urban areas
In our country, with brand name people prefer Pepsi
23% but without brand name it is 51%. So need to
improve its brand value.
Should increase promotion strategy to introduce new
product line like Pepsi next, Pepsi zero etc.
Conclusion:
Pepsi has been successful in generating profits in this
extremely
rivalries industry. What the company
should do now is employ a strategy that now only
addresses its own deficiencies in an effort to grow market
share, but one that will increase the overall size of the
pie. This strategy, in the end, will allow Pepsi to grow and
sustain above-average returns.
Bibliography
Pepsi
http://www.pepsiproductfacts.com/?or=pusa.1067.
PepsiCo
http://www.pepsico.com/Company/The-PepsicoFamily.aspx .
Wikipedia: Pepsi
http://en.wikipedia.org/wiki/Pepsi.
Wikipedia: PepsiCo
http://en.wikipedia.org/wiki/PepsiCo.
Market Targeting
http://aboutpepsico.blogspot.com/2010/01/markettargeting-is-process-of.html.
http://mpmcgraw.wordpress.com/2011/02/21/product
-differentiation/.
New York Times
http://topics.nytimes.com/top/news/business/compan
ies/pepsico_inc/index.html.
Appendix:
Source: MORI
Proportion size and Purchase profile
Source: www.bplans.com