This is PPP for Marketing course about PepsiCo outlines: - introduction - Company product mix - Levels of the product - Product Attributes - Labeling - Packaging - Market segmentation - The product target market - Target market strategy - Positioning - The competitors and competitive advantage - The BCG growth-share matrix - The product/market expansion grid - The product life cycle (PLC) - Which tools used? - Why they are using these tools? - The latest advertising campaign and its message?

1. MEMBERS
Akram Mahmoud 15204105
Muazzam Maula 15204339
Yasser Rafet 16104312
Nada Osama 15104516
Fatema kaber 15204320
Dr. Asma Ahmed
TA. Youmna Elheraoi

2. INTRODUCTION
• carbonated soft
drink by PepsiCo
• Originally created and
developed in 1893

3. • owns nine of the 40
largest packaged
goods trademarks in the
United States
• several brands, and 22
of them, including Pepsi

4. COMPANY’S PRODUCT LINES, LINE LENGTH
AND MIX
DRINKS FOODS
OTHER
BEVERAGES
BREAKFASTCOLD
DRINKS
JUICES SNACKS

5. DRINKS
JUICES COLD
DRINKS
OTHER
BEVERAGES

6. FOODS
SNACKS BREAKFAST

7. LEVELS OF THE PRODUCT
n
AUGMENTED
ACTUAL
CORE
a fizzy and sweetened soft drink
(served cold) produced to quench the
thirst while dining at a restaurant,
hotel, or on a sunny day etc
stored in a fashionable way and
sold neatly in cans and bottles. The
signature colors of Pepsi are red,
white, and blue
concerned with pricing its product
to make it affordable to purchase.
Pepsi is also creating different
versions

8. ? Which classification
does it belong to?
 convenient product

9. Product Attributes
c
size
7.5 fl oz (222
mL)
8 fl oz (240 mL)
8container
10 .5 fl oz 1 fl
oz (296 mL)
12 fl oz (355
mL)
16 fl oz (473
mL)
Color
Blue with circle of red, white and
blue
Product Functionality
Refreshments
Components
Carbonated Water, High
Fructose Corn Syrup,
Caramel Color, Sugar,
Phosphoric Acid, Caffeine,
Otric Acid, Natural Flavor,
Potassium, Phosphorus
Features:-
diversity

10. Labeling
• Description
• Name
• Logo
• A carbonated soft drink
• Produced and manufactured by PEPSICO
• all the information contents on PEPSI bottle
– Ingredients, Color, Water, Sugar,
– manufacture date and expired date
– manufactured number

11. Packaging
• The packages are in different forms such as
cans, bottles (glass, plastic)

12. MARKET SEGMENTATION
Typeof
segmentatio
n
Segmentationcriteria PepsiCotargetsegment
Geographic Region Egypt/cairo
Climate Hotanddry
Targetarea Domesticusers,restaurants,bars,schools,college
canteens
Demographic Age 15-45
Gender MalesandFemales
Life-cyclestage MarriedandUnmarried
Income Average,aboveaverageandhighearners
Behavioral Degreeofloyalty Strong
Occasions Parties,birthdays,sportsandregularoccasions
Knowledge Qualityandtasteinterested
Psychographi
c
Socialclass Workingclass,middleclassandupperclass
Personality Pepsiattemptstocapturetheyouthoftodayby
focusingontheirpersonalitylifestyleandattitudeof
youththroughadvertising

13. THE PRODUCT TARGET MARKET
Pepsi's target market is (teenagers and young
adults).

14. TARGET MARKET STRATEGY
• DIFFERENTIATED PRODUCT
 marketing strategy is targeting mostly the
youth from the age 18-30.
Why do we target the youth?
 the youth are the most
active in the community

15. POSITIONING
• Shed a spotlight on Egyptians behavior
– Egyptians do really care about football
– Gatherings especially in Ramadan

16. THE COMPETITORS AND
COMPETITIVE ADVANTAGE
Pepsi's well known
competitor in Egypt is
CocaCola.

17. The BCG growth share matrix
• high growth
rate
• high market
share

18. THE PRODUCT/MARKET EXPANSION
GRID
MARKET PENETRATION
focusing on increasing sales of the product

19. PRODUCT LIFE CYCLE (PLC)
• have the
audience
• advertise to
remind their
customers
• maintaining
sales to avoid
decline.

20. Which tools used?
• Advertising
• Online and direct
marketing
• Public relation

21. Why they are using these tools?
• maturity phase
– keep reminding us of what best to drink and
what is concerned with cheering up our
gatherings.
– advertising that appear on the internet as well,
not only TV advertising
– getting closer to their consumers in streets by
giving them free cans

22. The latest advertising campaign and its
message?