Marketing strategies of pepsi


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Marketing strategies of pepsi

  1. 1. Presented By: Rao Zaki (FA12-MBT-102) Shuaib Aslam (FA12-MBT-084) Usman Aslam (FA12-MBT-066) Awais Ali (FA12-MBT-018)
  2. 2.  Introduction and History of Pepsi  Product Strategy  Positioning & Differentiation Strategy  Price Strategy  Distribution Strategy  Promotional Strategy  Competitive Strategy  Target Marketing Strategy  Corporate Strategy  Product Line Extension  Challenges & Opportunity faced by Pepsi  Marketing Strategy of Pepsi
  3. 3.  World renowned brand and Carbonated Soft drink  Pepsi is a symbol of hygiene, quality and service, all over the world.  Producing Cola for more than 100 years  Dominated the world market for a Long time
  4. 4.  First introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb Bradham  In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.  Pepsi is recognized as Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan
  5. 5. Packaging: For protecting the syrup, Pepsi Cola uses the glass as well as plastic bottles of different quantities.  250 ml Regular Bottle  330 ml Tin  500 ml Disposable Bottle  1000 ml Regular Liter Bottle  1500 ml Disposable Bottle  2250 ml Family pack Disposable Bottle
  6. 6. The positioning of Pepsi in the consumer mind is done by the following ways  Physical positioning  Perceptual Positioning
  7. 7.  Low quantity of cafeen  Available in regular size Perceptual Positioning  Refreshing drink  Youth Oriented
  8. 8.  Pepsi differentiate himself on the basis of its sweeter taste  Pepsi’s ads reflect the social, cultural values of Pakistan and main stream celebrities of Pakistan are used for Pepsi’s promotions So it is a unique selling point(USP) of Pepsi
  9. 9.  Pepsi set its price in Pakistan according to international market.  Pepsi also done a survey for setting a price in Pakistan as well as in all-over the world.  Price should not be low nor high, so that it would be affordable to the common consumer.
  10. 10.  Pepsi use Intensive strategy for its distribution  Pepsi has given franchises in all over the Pakistan for the distribution(Pakistan Bottlers, Riaz Bottlers, Punjab Beverages and Shamim & company)  Pepsi has 12 different units in different areas of Pakistan  There are 62 agencies distributing Pepsi only around Lahore in their respective allocated sub zones.
  11. 11.  Pepsi Cola Company has also become official sponsors of Pakistan cricket  Pepsi has launched a number of prize schemes to attract new customers  TPR(Trade Price Reduction) is a promotional strategy of Pepsi on ramzan and Eid . One case is free on buying 10 cases of Pepsi.
  12. 12.  Pepsi have a 53% Market share in Pakistan  Pepsi also extend his product line for the competition  Pepsi is available almost in everywhere in Pakistan. So it is a competitive edge
  13. 13. Strategic options for Pepsi are  Frontal attack: Sweeter taste and Reduce the price to RS.5 in1994  Leapfrog Strategy: Pepsi launched a new product like Dew and Sting  Encirclement Strategy: Targeting several smaller untapped or underdeveloped segments like Rural areas and small cities of Pakistan
  14. 14.  Pepsi targeted the youth  Pepsi targeted the every class of Pakistan whether it is a Middle, Upper and lower class  Pepsi targeted the South Asia Region through Cricket Sponsorship in that region
  15. 15.  "To be the world's best beverage company". Being the best means providing outstanding quality, service, cleanliness and value, so that their every customer is contented and happy with their products.“  "To increase the value of their shareholder's investment through sales growth, cost control and wise investment of resources."
  16. 16.  Pepsi has 16 different products in Pakistan because New products is 2nd lag of the company Soda Water Chips Juices Pepsi Cola Aquafina Lays Tropicana 7Up Kurkure Miranda Cheetos 7Up Zero Pepsi Diet Dew Sting Teem Pepsi Twist
  17. 17. At that time the Pepsi is on Maturity stage which is identify by these two reason.  Market share is up to 53%  They are capturing only the 53% of the total consumer (actual and potential)  An actual buyer is someone who is committed to buying a product whereas a potential buyer is some who is interested in buying, but may not.
  18. 18.  The main competitor of the company is the Coca Cola But Gourmet Cola is also a threat in future  Cola drinks are not good for the health so the awareness level of the people is increasing  Inflationary Trend in the Market  Electricity Crisis  Poor Law & order situation
  19. 19.  Opportunity through extending product line  Can get more market by extending distribution into the rural areas  Market have still potential
  20. 20.  Need to work towards CSR  Use of E-marketing for promotional activity  Email marketing  Sms marketing(Viral marketing generate)  Social media marketing(should be interactive toward customers) FB, Twitter and Blogs
  21. 21. The following are the reference material where the information is collected.  Company website  Project Outline