- First, Product:

You know, PepsiCo offers customers a wide range of products. Its products are available around the
world. Its portfolio includes 23 brands and these brands come under four broad categories i.e.,

global brands,

good-for-you brands,

fun-for-you brands,

and better-for-you brands

Unlike its major competitor Coca Cola, PepsiCo has expanded in the breakfast as well as snacks segment.
Coca Cola on the other hand is present only in the beverages section. The advantage of Pepsi’s snacks
segment is that brands like Lays, Quaker and Doritos are in great demand. In addition, PepsiCo has a
Pepsi for fat people to expand the market for diet soft drinks. With the reduction of sugar, Pepsi has
introduced the Pepsi diet.

Second, Price:

The main objective of this brand is to offer the best quality products at the lowest possible pricing price
to increase sales volume along with market share; thus, it uses inexpensive and recyclable plastic bottles
as the purchasing power of the customers in the Middle East and other Asian countries are not too high.
At the same time, the marketers of this brand need to consider tax (government tax, sales tax, license
fees, and other duty) of the particular area to fix prices of its products; in addition, price of the raw
materials is also key variables to set prices.

In terms of place:

You know, I believe that PepsiCo is no longer an unfamiliar and new brand to most people in the world.
Currently, PepsiCo is available in more than 191 countries. Pepsi has 730 plants working correctly
around the world and in USA and Canada 200 plants are working there rest 530 are working in other
countries of the world. Specifically, Suntory PepsiCo in Vietnam has 5 factories, 450 distribution points,
3,000 employees and products are present in more than 1.1 million retail points through direct and
indirect distribution channels.

Finally, Promotion:

In order to conduct all its promotional activities successfully, PepsiCo greatly concentrates on a number
of mass media options, such as:

+ PepsiCo choose online advertising mediums to build the image of the product through a
relatively less expensive method, such online campaigns sometimes consist of internet marketing (for
example, search engine optimization, PepsiCo’s own website creation, impressive and compelling
writings in the blogs, electronic mails, and more essentially, campaigns through social networking
places.)

+ PepsiCo also comes up with press kits, brochures, and posters; it also promotes itself by radio-
broadcasts. (Radio advertising also enlarges the potential-outcomes for integrated marketing campaign
with sense of limberness and can have a superior-capture over audiences with help of good maxims; all
these features make this medium an attractive form for Pepsi to advertise itself in certain markets.)

+ Outdoor integrated-marketing-campaign, which includes setting PepsiCo-billboards at active

streets beside colleges, universities, offices, shopping-centers, bus-terminals, or airport roads to draw an
increasing number of inhabitants to buy PepsiCo's products.

+ Undertaking other forms of campaigns, such as promoting through magazines, or

concentrating on special promotions; in certain situations, this brand also sponsors different important
events, such as concerts, football, or soccer matches.

PepsiCo always come up with suitable forms of TV advertising targeted at different set of target
population, so that people of different cultures or religions can adapt with those.

In terms of entry modes that Pepsi has chosen to use for its entry strategies include:

Franchises

• Mergers:

In 1965, Pepsi merged with Frito-Lay, the most popular snack brand in the world. PepsiCo was formed.
Pepsi took care of the beverages while Frito-Lay manned the snacks.

• Acquiring Business:

PepsiCo dipped its marketing hands into acquiring even more business. They bought Taco Bell and Pizza
Hut and exerted effort into developing overseas restaurant ventures.

In 2020, PepsiCo acquired Pioneer Foods, a leading food and beverage company in South Africa, adding
its robust, well-known brands including Weet-Bix, Bokomo and Ceres to PepsiCo’s portfolio. The Pioneer
Foods acquisition is key to PepsiCo’s growth strategy across the entire African continent.

• Alliances:

Pepsi is also active in securing alliance deals with other big corporations. This is a merger-like strategy
proven to be effective in marketing. For example, It had an alliance with one of Brazil's largest brewer
giving it tremendous access to a healthy chunk of Latin America

• Joint venture:

Be with Suntory in the beverage market in Vietnam. PepsiCo also sells ready-to-drink tea products
through a joint venture with Unilever under the Lipton brand, and license Tropicana through a strategic
alliance with Tingyi (Cayman Islands) Holding Corp.

• Greenfield investment

• Establishing subsidiaries