• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
10-Step Plan of Pepsi Cola Philippines
 

10-Step Plan of Pepsi Cola Philippines

on

  • 16,763 views

Pepsi Cola Philippines 10-step marketing plan by Mark Valino

Pepsi Cola Philippines 10-step marketing plan by Mark Valino

Statistics

Views

Total Views
16,763
Views on SlideShare
16,494
Embed Views
269

Actions

Likes
6
Downloads
0
Comments
1

20 Embeds 269

http://markvalino.blogspot.com 171
http://markvalino.blogspot.co.uk 15
http://markvalino.blogspot.de 13
http://markvalino.blogspot.com.br 11
http://markvalino.blogspot.fr 9
http://markvalino.blogspot.com.au 8
http://markvalino.blogspot.sg 7
http://markvalino.blogspot.in 6
http://markvalino.blogspot.com.es 5
http://markvalino.blogspot.nl 5
http://markvalino.blogspot.mx 4
http://markvalino.blogspot.ca 4
http://markvalino.blogspot.ch 2
http://markvalino.blogspot.com.ar 2
http://markvalino.blogspot.co.at 2
http://markvalino.blogspot.gr 1
http://www.slideshare.net 1
http://markvalino.blogspot.ru 1
http://markvalino.blogspot.com.tr 1
http://markvalino.blogspot.hk 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • very good presentation can i get this? my mail onrcnr@windowslive.com
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    10-Step Plan of Pepsi Cola Philippines 10-Step Plan of Pepsi Cola Philippines Presentation Transcript

    • 10-STEP MARKETING PLAN
      Mark Anthony A. Valino
      22 June 2010
      Ateneo Graduate School of Business
    • 5 STEPS for PART 1(Primary Target Market and Positioning)
      Pepsi’s PTM are active teenagers and “on-the-go” professionals.
      Who want refreshing beverages fit for their active lifestyles.
      Can choose Coca-Cola, Cosmos, C2, Nestea, Powerade, Zesto-O, or Wilkins, among others.
      Gap is all other brands offering thirst-quenching, ready-to-drink, and pocket-friendly liquid refreshment beverages.
      The market size is Php91 B, Pepsi is Php15 B.
    • 5 STEPS for PART 1(Primary Target Market and Positioning)
      Carbonated and non-carbonated liquid beverages.
      Price is mid priced, 10%-20% below/above competitors.
      Uses multimedia platform, billboards, supermarkets, convenience stores, bars, “sari-sari” stores, and “carinderias”
      Is distributed nationwide.
      Uses niche market, and supply and distribution leverage as its generic winning strategies.
    • Positioning to thePRIMARY TARGET MARKET
      Part 1: Step 1 of 5
    • PART 1: Step 1 of 5Pepsi’s Primary Target Market are…
      Demographics: Teens (13-21 y/o) and young professionals (22-35 y/o), male and female, social class ABC, single)
      Lifestyle: Hip and active teens, and “on-the-go” young professionals.
      Behavior: Daily, at least 3x/day, min. of 8 oz and up, thirst-quenching, fits lifestyle.
    • PART 1: Step 2 of 5Maslow Hierarchy of Needs
      5: I enjoy a fun and healthy life.
      3: I am hip and I belong with my peers.
      2: I drink healthy beverages.
    • PART 1: Step 2 of 5Pepsi’s PTMs Needs, Wants, & Expectations
      • Teens need to feel belongingness with their peers, gaining self-esteem, and enjoy life.
      • Teens choose Pepsi over other liquid beverages because its ready/easy to drink, taste, affordability, hip packaging, and endorsed by their pop icons/idols.
      • Teens expect that when they drink Pepsi, it primarily will quench their thirst with its good taste. Pepsi is a hip drink of their age. It is the best complement to favorite food while enjoying time with family and friends.
    • PART 1: Step 2 of 5Pepsi’s PTMs Needs, Wants, & Expectations
      • “On-the-go,” young professionals need to stay fit and healthy amidst a busy and competitive lifestyle.
      • They choose Pepsi over other liquid beverages because its ready/easy to drink, taste, affordability, and provides health benefits.
      • “On-the-go,” young professionals expect that when they drink Pepsi, it primarily will quench their thirst with its good taste. Plus, it has ingredients beneficial to their health and fitness.
    • PART 1: Step 3a of 5Direct and indirect products that address my PTM’s NWE
      • Direct:
      • Indirect:
    • PART 1: Step 3a of 5Direct and indirect products that address my PTM’s NWE
      • Variables: Age, social status, price, packaging, ease of use, branding, availability, health benefits, marketing campaign, promotion.
    • XXX-Correct RC Pepsi ranks 3rd with 17.4% share of the Philippine carbonated soft drinks market
    • PART 1: Step 3b of 5Pepsi’s Competitive Position Map
      Price vs. Economic class Matrix
      Market
      Share
      (48.4%)
      Market Share
      (17.4%)
      Market Share
      (23.3%)
    • Pepsi’s unique positioning is shown in this competitive map
      Positioning vs. Brand Matrix
    • PART 1: Step 4 of 5 Pepsi strongly positions itself in a particular segment of the soft drink market
      Pepsi is the only soft drink:
      • conscious effort to create attractive packaging
      • consistently and aggressively serves the teen and young professional market segment
      • Projects a trendy, stylish image
      • invests heavily in global and local celebrity endorsements
      No brand has this positioning in the market.
      Other focus on supply and distribution leverage, product research and development.
    • PART 1: Step 5a of 5 Based on an independent research report, the Philippine carbonated soft drinks market is Php 82.3 billion.
      *in Php millions
      Source: 2009 Business World Top 1000
    • PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total market is Php 91 billion.
      Total Liquid Beverage Industry by Volume and Value
    • PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total carbonated soft drinks market is Php 91 billion.
      Source: Pepsi Cola Products Philippines
      Phil. IPO Prospectus, February 2008
      CAGR: Compounded Annual Growth Rate
    • PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total carbonated soft drinks market is Php 91 billion.
      Source: Pepsi Cola Products Philippines
      Phil. IPO Prospectus, February 2008
      CAGR: Compounded Annual Growth Rate
    • PART 1: Step 5b of 5 Based on a competitor data, Pepsi’s share still stands at 15%.
      RC COLA: The leading company in the market [at an average] was San Miguel Corporation/CCBI. The second-largest player was PepsiCo, Inc. with Nestle S.A. in third place.
      Coca Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.
      Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop
      Pepsi Cola shares a market share of 15%.
      Top Sellers: Pepsi, Mountain Dew
      RC Cola shares a market share of 4%
      Others share 1%
    • PART 1: Step 5c of 5 Consumer data indicates a size of Php 93 B
      • Philippines’ off-trade liquid refreshment beverage/capita consumption is 56 liters.
      • Philippine liquid refreshment beverage sales volume is 6.01 M liters
    • PART 1: Step 5c of 5 Consumer data indicates a size of Php 93 B.
      • Philippine carbonated soft drinks market volume is 2.14 million liters, valued at Php 93 billion.
    • PART 1: Step 5 of 5 Concluded that carbonated soft drinks market is about Php91 million.
      • Independent research = Php 82.3 billion
      • Company data = Php 91billion
      • Consumer data = Php 93 billion
    • THE MARKETING MIX STRATEGY
      Product, Price, Promo, Place
      Generic Winning Strategy
    • PART 2: Step 6aCarbonated soft drinks market is dominated by 3 major companies
    • PART 2: Step 6bProduct Description
      • 4 brands:
      Pepsi Cola, 7-Up, Mountain Dew, Mirinda
      (for carbonated soft drinks only)
      • 8 sizes, 3 types of packaging:
      7 oz, 8 oz, 12 oz, and 1 liter returnable glass bottle (RGB);
      500 ml, 1L, and 1.5 L PET bottle; and
      355 ml aluminum can
    • PART 2: Step 7Pepsi is mid priced, about 10%-20% lower than market leader and higher than low price rival.
    • PART 2: Step 8Promo: Pepsi ad spending is low compared with closest competitor.
      Source: ACNielsen Adspend Report (Jan – June 2009)
    • PART 2: Step 8Promo: TVC of Pepsi
    • PART 2: Step 8Promo: TVC of Pepsi
    • PART 2: Step 8Promo: TVC of Coca-Cola
    • PART 2: Step 8Promo: TVC of Coca-Cola
    • PART 2: Step 8Promo: TVC of RC Cola
    • PART 2: Step 8Promo: TVC of Sarsi
    • PART 2: Step 9Place: Pepsi is distributed nationwide
      • Pepsi sells its products through approximately 275,000 points of sale in the Philippines.
      • This includes supermarkets, convenience stores, bars, sari-sari stores, and carinderias (through sales force).
      • Relies on distribution reach through retail outlets, direct sales, distributorship, and wholesaling.
      • “Entrepreneurial Distribution System”
      (971 contractors, serving 1,789 routes)
    • PART 2: Step 9Place: Pepsi is distributed nationwide
      • Modern trade channels (supermarkets, etc.) account for 17% of net sales revenue in ‘08)
      • Third party wholesale and distributorship account for 19% of net sales revenue)
      • On a volume-weighted basis, Pepsi sold its products to approximately 46% of the available sales outlets for soft drinks in the Philippines.
    • PART 2: Step 10Pepsi capitalizes in its niche market, supported by its supply and distribution leverage
      • Pepsi is the only soft drink brand actively pursuing the teenage and young professional markets (young, hip, and cool).
      • This is supported by strong advertising and marketing programs.
      • Channeled through its stable and expanding distribution system.
      • Promising as there is planned company investments in multiple plants, infrastructure system to widen reach.
    • 5 STEPS for PART 1(Primary Target Market and Positioning)
      Pepsi’s PTM are active teenagers and “on-the-go” professionals.
      Who want refreshing beverages fit for their active lifestyles.
      Can choose Coca-Cola, Cosmos, C2, Nestea, Powerade, Zesto-O, or Wilkins, among others.
      Gap is all other brands offering thirst-quenching, ready-to-drink, and pocket-friendly liquid refreshment beverages.
      The market size is Php91 B, Pepsi is Php15 B.
    • 5 STEPS for PART 1(Primary Target Market and Positioning)
      Carbonated and non-carbonated liquid beverages.
      Price is mid priced, 10%-20% below/above competitors.
      Uses multimedia platform, billboards, supermarkets, convenience stores, bars, “sari-sari” stores, and “carinderias”
      Is distributed nationwide.
      Uses niche market, and supply and distribution leverage as its generic winning strategies.
    • 10-STEP MARKETING PLAN
      Mark Anthony A. Valino
      22 June 2010
      Ateneo Graduate School of Business