Marketing Plan Of Pepsi & Failure of

Pepsi Twist

Group Members:

Kiran Asif
Aasia Siraj
Hajra Asad
Syed Talha Khalid
Fawad Khan
Shahid Hussain
 HISTORY OF PEPSI

 The brand was trademarked on June 16, 1903, though the drink was
first made on August 28, 1898, by pharmacist Caleb Bradham.

 PepsiCo divisions operate in three major US and international

businesses: beverages, snack foods, and restaurants.
MISSION STATEMENT:

 Our mission is to be the world's premier consumer

Products Company focused on convenient foods and
beverages.

VISION STATEMENT:

Our vision is to put into action through programs and a

focus on environmental stewardship, activities to benefit
society, and a commitment to build shareholder value by
making PepsiCo a truly sustainable company.
 ECONOMIC ENVIRONMENT OF PAKISTAN
GDP Growth Rate: 2%
Inflation Rate: 15.48%
Unemployment Rate: 5.5%
Pakistan’s economy is considered as SUBSISTENCE ECONOMY

Five Economic Classes

 
 
COMPETITORS:

 COCA COLA
 NESTLE
 STAR BUCKS
 LACNOR
 MITCHELLES
 PAKOLA
 SHEZAN
PERCEPETUAL MAPING
BCG MATRIX
 
PEPSI TWIST
 
HISTORY:

 Pepsi Twist was introduced in the US in the summer of 2000.

 Pepsi had previously produced a lemon-flavored diet cola in the

1970s and 1980s in the US called Pepsi Light.

 Pepsi launched Pepsi A-ha, with a lemon flavor in India, in 2002.

 Pepsi Twist was marketed in Pakistan in 2006. The product failed to

capture the market, but it is still available in some supermarkets.
RODUCT LIFE CYCLE
 2.
PRICING

FINAL LIST PRICE:

The list price of the Pepsi twist was the same as regular Pepsi price. There was no such
difference.
 
RETAILER %:

the retailer’s percentage was 7 to 8 %. Usually the retailers are a given the discount
in case of bulk purchasing of crates.

For e.g. If they purchase 5 crates, then half crate is given free.

Prices of different bottles

Regular bottle = Rs.20
Non Returnable/disposable= Liter Bottle= Rs 35
1.5 Liter Bottle= Rs 75
2.25 Liter Bottle= Rs 85
 4.PROMOTION
Pepsi also developed its market strategy according to the unique tastes of customers.
They spent huge amounts of money to invite famous singers, stars and soccer players
to promote its products. The company called this its “soccer & music” promotional
strategy.

Getting shelves
They :get or purchase shelves in big departmental stores and display their in that
shelves in order to get a clear attention from the customer.

Sales promotion:
Company do sponsor a lot of sports events to get their market share.

Advertisement:
The company uses different stars of sport or films to promote their brands for this
they uses different medium:
 Print media
 Electronic media
 Billboards and holdings
 
STATISTICS OF ITS OBSELETE PRODUCT
PEPSI TWIST

WHAT AGE WAS INTERESTED IN USING PEPSI TWIST?

Usage of pepsi twist?

Satisfaction level of customers?

OPINION ABOUT DRINK?

IF PEPSI TWIST COMES AGAIN IN MARKET, I WILL USE IT?

 
REASONS OF FAILURE OF PEPSI TWIST:
 Actual product may be poorly designed.
 It may incorrectly positioned
 launched at wrong time
 Too High Price
 Poor Advertising
 Taste is not according to Customer Need
 An Idea may be good but company may overestimate / underestimate
the
market size.
 Cannibalization
 Was not presented at an arms length
IT WAS FAILED DUE TO
 Poor Taste (59.5 % )
 Availability (26.8 %)
 Quality (Only 4.8 % out of 100)
 Due to Citrus Fanta of Coke
 SUGGESTIONS FOR PEPSI TWIST SUCCESS:
 Pepsi Company should have maintained taste factor. Pepsi twist should also
have
some gas and strong taste whereas it was very sweet and flat.
 For promotion purpose, some brand ambassador should be use for e.g. a
sports star
 Target market should have been properly selected and properly targeted.
 Huge amount of advertising and promotion activities should be done.
 Stalls should have been placed outside cinemas, parks, fun fairs, beaches etc.
 Pepsi Company should have appointed teams to visit different schools, colleges
and universities to promote the product.
 Free samples should have been given to public so that they became aware and
accept new brand.
 Packaging should be adventurous and attractive.
 Unique advertising proposition strategy should be used.
 Launching time should be proper. Mistake that it was launched together with
main competitors coca cola brand citrus Fanta.