A WRITEUP ON MARKETING MIX OF PEPSICO

1. Place in PepsiCo’s Marketing Mix
PepsiCo uses a global network for distributing its products to consumers. Venues for
distribution and sale are considered in this element of the marketing mix. PepsiCo’s
places for distribution are retailers and online merchandisers. Most PepsiCo
products are available at retailers, such as supermarkets, grocery stores, and
convenience stores. However, customers can access PepsiCo-licensed
merchandise like tumblers and t-shirts through retailers and their websites. Based on
this element of the marketing mix, PepsiCo’s places for distributing its products are
mostly non-online retailers.
Promotional Mix
PepsiCo promotes its products to attract target customers. This element of the
marketing mix covers the marketing communications strategies and tactics that the
company uses to reach its customers. The following are the tactics in PepsiCo’s
promotional –Advertising ,Sales, promotion, Direct marketing ,Public relations.
Advertising is PepsiCo’s primary tactic for marketing communications. For example,
the company is popularly known for using celebrity endorsers to promote its products
on TV, radio, print media, and online media. The firm also advertises through
business signs it sponsors or gives to stores and other establishments. PepsiCo
occasionally applies sales promotions, such as package deals or discounts
Pricing Strategy
PepsiCo’s prices are considerably varied because the company has a wide product
mix, which means that it has a large number of product lines and brands.
Approaches used to set prices are analysed in this element of the marketing mix.
PepsiCo’s main pricing strategies are as follows- market oriented and hybrid
everyday value pricing strategy. Most of PepsiCo’s products are priced based on the
market-oriented pricing strategy. The company’s objective in using this strategy is to
ensure that its prices are competitive, based on other firms’ prices and prevailing
market conditions. On the other hand, Hybrid Everyday Value is PepsiCo’s pricing
strategy for some of its products, especially soft drinks. The company’s objective in
using this pricing strategy is to close the gap between regular/everyday prices and
discounted holiday prices. In this way, PepsiCo expects consumers to buy more of
its soft drinks everyday and not just during the holidays.
PepsiCo’s Products
This element of the marketing mix identifies the organizational outputs made
available to customers. PepsiCo started as the Pepsi-Cola Company, with all original
products under the Pepsi brand. The following are the current product lines of
PepsiCo: Soft drinks, Energy drinks, Cereal ,Rice snacks ,Snacks, Side dishes
Breakfast bars, Sports nutrition ,Bottled water ,Other merchandise. Many of
PepsiCo’s current brands and products were added to the product mix through
acquisitions