Internal analysis (marketing plan)
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Internal analysis (marketing plan)

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    Internal analysis (marketing plan) Internal analysis (marketing plan) Presentation Transcript

    • 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
    • Product/Service offerings
    • 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:
      • awareness
      • Familiarity
      • image/personality
      • Associations
      • product/service availability
      • brand preference
      • loyalty
      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.
    • THANK YOU FOR LISTENING! 353 ♥♥♥
    • 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
      • DEFINING COMPETITORS 
      ANALYSIS OF COMPETITOR STRENGTHS AND WEAKNESSES
      ANALYSIS OF INTERNAL STRENGTHS AND WEAKNESSES
      ANALYSIS OF CUSTOMER NEEDS AND WANTS
      Target Market
      Positioning
      Product
      Brand equity