GROUP MEMBERS :Amina YawarWajid AliHaris RiazPRESENTED TO:Mr. Usman M Ghauri
Pepsi (Brand Name)(Brand Logo)"Live for Now"(Brand Slogan)
• Pepsi is a carbonated softdrink produced andmanufactured by PepsiCo.• The drink was first made inthe 1890s by pharmacistCaleb Davis Bradham inNew Bern, North Carolina.• The brand was trademarkedon June 16, 1903.• There have been manyPepsi Variants producedover the years.
• Providing their consumers with easy-to-use,convenient and innovative containers are one oftheir top priorities.• Pepsi introduced the industrys first 1 ½ liter bottle;Regular, Disposable; Can.• Pepsi Co. was the first company to respond toconsumer preference with lightweight, recyclable,plastic bottles.
Size and Price of Pepsi(RS.)• Regular bottle 15• Non returnable or disposable bottle 30• 0.5 liter bottle 40• 1.5 liter bottle 70• 2.25 liter bottle 90• Pepsi can 50
• Pepsi prices its products similar to those of Coca-Colain order to keep profits high.• As neither of the major manufacturers would win aprice war, the company follows the pricing structure ofthe market leader.• PepsiCo’s current retail prices range depending on theconvenience of the location in which they are locatedand depending on the size of the soft drink container.
Some of the ways in which Pepsiattracts consumers are:• Free Samples ( New product – DEW)• Discounts ( RAMDAN Offers)• In-Store Displays – Signs, banners etc.• Entertainment – Games with free T-shirts, Pepsipoints under the cap etc.
PromotionAdvertising• TV• Billboards• Posters• RadioSales Promotion• Scratch cards• Lucky draw• Buy 1, get 1 free• Changing to smallerpackagingEvents Experience• Musical concerts/shows• Sponsoring sports eventsPR & Publicity• Cricket brand ambassador• Sponsorship of cricket teamand World cup
SSegmentation Variable DataDemographicAge 14 -30+Gender Male , FemaleFamily size 1 – 2, 3 – 4, 5+Family life cycle Married , UnmarriedPsychographicSocial class Middle class, Upper classLifestyle Fulfilled, Believers , Achievers , Strivers andStrugglersBehaviouralOccasion Parties, Birthday , Sports and Regular OccasionsBenefits Quality, TasteUser Status First time userLoyalty Status Strong
• The Coca-Cola Company has historically beenconsidered PepsiCo’s primary competitor in thebeverage market and in December 2005, PepsiCosurpassed The Coca-Cola Company in market valuefor the first time in 112 years since both companiesbegan to compete.• PepsiCos Frito-Lay and Quaker Oats brands hold asignificant share of the U.S. snack food market,accounting for approximately 39 percent of U.S.snack food sales in 2009.• One of PepsiCos primary competitors in the snackfood market overall is Kraft Foods, which in thesame year held 11 percent of the U.S. snack marketshare.