Pepsi
Marketing PlanPRESENTED BY PEOU MENGTONG
TOUCH
SENGHOUR
 Introduction
 Current Marketing Situation
 SWOT Analysis
 Objective
 Marketing Strategy
 Action Program
 Controls
...
 Pepsi International is a world–well–known in the world
soft drinks brand.
 Pepsi is producing Cola for more than 100 ye...
History
 PepsiCo, Inc. was established through the merger of
Pepsi–Cola and Frito–Lay.
 Pepsi – Cola was created in late...
History
The plant was opened in Cambodia in 1960s, but shut 15
years later once the Khmer Rouge took over.
 In 1992, Pep...
Vision
◦ To put into action through programs and a focus on environmental
stewardship, activities to benefit society, and ...
Target Market
 Pepsi targeted the youth
 Pepsi target the every class of Cambodian whether it is a Middle,
High, and Low...
Strengths
 Brand of Pepsi has a strong image on customers’ mind set
 Attractive packaging design
 Pepsi Cola offers man...
Weakness
 Weak on distribution
 Pepsi offers promotion mostly focus on youth
 Pepsi is not considering many potential o...
SWOT Analysis
Opportunities
 Increasing population
 Changing social trend
 Increased interest of people in musical grou...
SWOT Analysis
Threats
 Cola drinks are not good for health. Thus, the awareness
level of the people is decrease which is ...
Goal
o To increase Pepsi market share and product awareness
Objective
o To give more satisfaction to the customers
Positioning
 Available in regular size
 Packaging attractiveness
Product Strategy
 Create more new flavors
 Always foc...
Marketing Strategy
Pricing Strategy
 Provides credit facility to the distributor which helps them in
proper running of th...
Marketing Strategy
Promotion Strategy
 This advertising is mostly creative and has different
elements like music and spor...
Action step of Pepsi Cola in 2015:
Step 1: Do research on customer needs, wants, and demands
Step 2: Create new flavors wi...
 If local brands reject to become our partnership, we will
talk with them again by providing commission
 Be a sponsorshi...
 Pepsi has been producing for more than 100 years but still
well known in markets – Health, Environmental, and
Society.
...
http://pepsicambodia.com/?page_id=21
http://www.pepsico.com/Company/Our-History/
http://www.phnompenhpost.com/national/...
Expense
Research information $1,200
R&D department $10,000
Sponsorship $3,000
Total $14,200
Pepsi marketing plan
Pepsi marketing plan
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Pepsi marketing plan

  1. 1. Pepsi Marketing PlanPRESENTED BY PEOU MENGTONG TOUCH SENGHOUR
  2. 2.  Introduction  Current Marketing Situation  SWOT Analysis  Objective  Marketing Strategy  Action Program  Controls  Conclusion  References
  3. 3.  Pepsi International is a world–well–known in the world soft drinks brand.  Pepsi is producing Cola for more than 100 years and has dominated the world market for a long time.  Its head office in New York.
  4. 4. History  PepsiCo, Inc. was established through the merger of Pepsi–Cola and Frito–Lay.  Pepsi – Cola was created in late 1890s in New Bern, North Carolina, United States.
  5. 5. History The plant was opened in Cambodia in 1960s, but shut 15 years later once the Khmer Rouge took over.  In 1992, Pepsi-Cola International has linked up with the brewers of Angkor beer – Cambrew Ltd.
  6. 6. Vision ◦ To put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. Mission ◦ To be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
  7. 7. Target Market  Pepsi targeted the youth  Pepsi target the every class of Cambodian whether it is a Middle, High, and Lower class Competitors & Substitutes  Coca-Cola  Energy drink  Juice
  8. 8. Strengths  Brand of Pepsi has a strong image on customers’ mind set  Attractive packaging design  Pepsi Cola offers many promotions
  9. 9. Weakness  Weak on distribution  Pepsi offers promotion mostly focus on youth  Pepsi is not considering many potential outlets like hotels, and college canteens  Not all the PepsiCo products bear the company name
  10. 10. SWOT Analysis Opportunities  Increasing population  Changing social trend  Increased interest of people in musical groups, and sports have provided an opportunities for Pepsi to increase its sales through them  Company may start entering rural provinces also
  11. 11. SWOT Analysis Threats  Cola drinks are not good for health. Thus, the awareness level of the people is decrease which is a big threat to company  More substitutes drinking products  Shortage of electricity
  12. 12. Goal o To increase Pepsi market share and product awareness Objective o To give more satisfaction to the customers
  13. 13. Positioning  Available in regular size  Packaging attractiveness Product Strategy  Create more new flavors  Always focus on health – sweet less, low carbon dioxide gas  Keep design more on product packaging
  14. 14. Marketing Strategy Pricing Strategy  Provides credit facility to the distributor which helps them in proper running of their business  Product price are fixed by PEPSICO. Cambodia according by Cambodian’s market Distribution Strategy  Joint Venture strategy with Cambrew Ltd. to distribute over Cambodia market  The distribution of Pepsi channel such as  Supermarkets  Convenience mart  Restaurants  Fast food outlets (KFC…)
  15. 15. Marketing Strategy Promotion Strategy  This advertising is mostly creative and has different elements like music and sports  Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, and music etc.
  16. 16. Action step of Pepsi Cola in 2015: Step 1: Do research on customer needs, wants, and demands Step 2: Create new flavors with more design of packaging - health Step 3: Provides more credit facility to the new and old wholesalers in order to expand Pepsi’s brand to rural area Step 4: Start to build more partners with local brands to offer our Pepsi products only Step 5: Start to do more sponsors with government, NGOs, or other events
  17. 17.  If local brands reject to become our partnership, we will talk with them again by providing commission  Be a sponsorship, we will go direct to government, NGOs, or other events
  18. 18.  Pepsi has been producing for more than 100 years but still well known in markets – Health, Environmental, and Society.  Moreover, Pepsi can come out with as many new innovative products as they can depend on countries’ cultures. Recommendation  To be more and more well known in every markets, the Department of Research and Product Development of Pepsi has to be strong
  19. 19. http://pepsicambodia.com/?page_id=21 http://www.pepsico.com/Company/Our-History/ http://www.phnompenhpost.com/national/pepsi-joins- angkor-beer-open-soft-drink-plant http://www.28dayslater.co.uk/forums/european- international-sites/83871-old-pepsi-bottling-factory- cambodia-july-2013-a.html
  20. 20. Expense Research information $1,200 R&D department $10,000 Sponsorship $3,000 Total $14,200
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