HISTORY Invented in 1893 as Brad’s drink. Trademarked and renamed in 1903. Expansion of the product line Calem bradham
Merged with frito-lays to form PEPSICO in 1965.
PEPSICO Merging of pepsi & frito-lays. Acquisitions and joint ventures.
Expansion of product lines.
The main competitor of pepsi is coca cola
Objectives The objectives that the Pepsi company wishes to achieve is that it wants to remain & continue to be the best or number one beverage company in Pakistan. As Pepsi is already the number one beverage company but it has to maintain its position, power & status & in order to achieve their target, constant dedication & hard work is required.
As far as the company is concerned they are satisfied with their progress & they wish their market share to further increase from 72% outperforming all their competitors.
Strength Pepsi has broader product line & outstanding reputation. Record revenues & increasing market share. Great brand strength, strong distribution, innovative capabilities.
Great capability of outsourcing.
Products In Pakistan
The main products of Pepsi in Pakistan are:
Upcoming Products Already Pepsi has introduced many types of drinks but this time Pepsi is creating new kinds of drinks. They add vitamins or some nutritious elements that are necessary to children. Drinks with very light alcoholic which is suitable for the adults.
Create a new flavor “ Mint-cola ”.
SLOGANS OF PEPSI 2008–present: "pepsi ye pyaas heh bari"
2010–present "Badal Do Zamana"
PRICING Market penetration strategy
Discount and allowance pricing.
Cartel agreement with competitors Price of Pepsi is very affordable.
In Pakistan the price of 1.5 liter bottle is Rs.75/-.
PACKAGING Creates instant consumer recognition of company. Pepsi changes packaging frequently . Big size disposable bottles.
Small size disposable bottles.
PLACING OF PEPSI Pepsi is available in more than 200 countries. Pepsi is available in all cities of Pakistan. Indirect marketing channels.
Available in almost every convenience stores in Pakistan.
Target market The target market of Pepsi is mostly young people of ages between 14 & 30. And also target hotels, restaurants, schools, universities and stores.
In short generation-y is target market of Pepsi
As the prices of Pepsi and coke are same because of the cartel agreement b/w them the competition between them depends totally on their other marketing strategies in which the most important is the promotion. On which I will talk about.
Pepsi promotes its products through these ways: