INTERNAL ANALYSISReported by: BSBM 401 Beverly Jean GombaKimberly MangalindanMaycie Rose PanaliganRegilisa Perez A company background or comprehensive research about the company.
Pepsi was introduced to the Philippines by American soldier during World War II and became an instant hit among the Filipinos enjoying its sweet taste. Recognizing Pepsi’s market potential in the country . John P. Clarkinof Minnesota who in the American liberation forces applied for a franchise to battle Pepsi in the country. On October 16, 1946, Clarkin organized the PEPSI COLA BOTTLING COMPANY IN THE PHILIPPINE ISLAND LTD. and became its first President and general manager. The company’s first office was located at Quezon City at Aurora Blvd. More bottling plants were established throughout the archipelago History
To manufacture superior, quality soft drinks that will always satisfy the consumers consistently with the best service in the industry. To gain their status as the number one soft drinks company in the Philippines as their over all version. Mission/ Vision
Selling Prices and Pack sizes £3.79 any 2 FOR £5.00 (14.4p / 9.5p / 100ml) Pepsi Max (8x330ml)
Pepsi Beverage Company operates in the United States, Canada and Mexico and encompasses approximately 75 percent of PepsiCo's North American beverage volume. Distribution Network
The battle between PepsiCo (PEP) and Coca-Cola (KO) is world famous. Both companies are among the world's largest beverage suppliers. Their products, distribution locations, customers, even advertising campaigns are very similar. In fundamental economics we exemplify Coke and Pepsi as perfect substitutes to each other. They are both producer and retailer of carbonated and non-carbonated beverages. Surprisingly, both companies have market caps right above $110 billion. However, their past performance, current fundamental ratios, and future estimations are slightly different. Highlights of Historical Performances
Sources: MARKETING STRATEGIES OF PEPSI COLA NOVELETA, CAVITE (a marketing research of Richard Crisostomo, Marian Erilla, and MyleneEspanol) Pepsi-co-family.com Seeking alpha.com Thank you!
REVIEW CURRENT MARKETING EFFORTS
A. Current Target Market review the group of the people which the company/brand/product line services with mutually satisfying exchanges.B. Positioning Statement review of the current and potential customer’s overall perception of the brand, product, product line or organization in general.C. Current Sales Performance including Sales Mix DistributionD. Current Marketing strategies and Activities describe the present marketing strategies used and the corresponding activities.E. Current Marketing Problems and Concerns
COMPETITIVE ANALYSIS The practice of analyzing the competitive environment in which your business operates (or wishes to operate), including strengths and weaknesses of the businesses with which you compete, strengths and weaknesses of your own company, demographics and desires of marketplace customers, strategies that can improve your position in the marketplace, impediments that prevent you from entering new markets, and barriers that you can erect to prevent others from eroding your own place in the market.
DEFINING COMPETITORS ANALYSIS OF COMPETITOR STRENGTHS AND WEAKNESSES ANALYSIS OF INTERNAL STRENGTHS AND WEAKNESSES ANALYSIS OF CUSTOMER NEEDS AND WANTS ELEMENTS OF COMPETITIVE ANALYSIS
You should know who else sells in your market. You can’t easily describe a type of business without describing the nature of the participants. There is a huge difference, between:- players in the industry including the company under study- including both direct and indirect competitors Industry participants
The core solution is based on a Brand Reputation Index -a tool which measures dimensions of brand equity Brand equity -is the sum of several dimensions that can be separately identified and measured , such as:
Comparative brand performance that may include market shares, awareness level, trial level, user ship level, attribute perception rating and other relevant measures
Comparative analysis of each competitor’s strategies and characteristics along ff. lines.
A. TARGET MARAKET Group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. B. POSITIONING Process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
C. PRODUCT An item that ideally satisfied the market want or need.
Example. Coca cola’s product Coke. Sprite. Diet Coke. Coke zero Royal Real leaf
Pepsi’s Products Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up
D. PACKAGING AND LABELING
E. MERCHANDISING F. PRICE G. DISTRIBUTION NETWORK
Example: Direct Selling In direct selling they supply their products in shops by using their own transports.
H. PROMOTION Example: Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. Advertisement TV commercials etc.
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PREPARE FOR A QUIZ!
1. It tells about the company background or comprehensive research about the company. 2.It is the practice of analyzing the competitive environment in which your business operates.
3-6. Elements of competitive Analysis. 7. Group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.
8. Process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization . 9. An item that ideally satisfied the market want or need. 10. Itis the sum of several dimensions that can be separately identified and measured.
Answer Internal Analysis Competitive Analysis 3-6
ANALYSIS OF COMPETITOR STRENGTHS AND WEAKNESSES ANALYSIS OF INTERNAL STRENGTHS AND WEAKNESSES ANALYSIS OF CUSTOMER NEEDS AND WANTS Target Market Positioning Product Brand equity