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Marketing Management Pepsi Slide Show


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Final Presentation for my Marketing Courses in Advertising, Promotion, Public Relations, Consumer Behavior, Market Research, and Marketing Management, Sales Management. Enjoy.

Published in: Business

Marketing Management Pepsi Slide Show

  1. 2. The Company <ul><li>Pepsi-Cola North America, headquartered in Purchase, N.Y., is the refreshment beverage unit of PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc. PepsiCo Beverages and Foods North America also comprises PepsiCo's Tropicana, Gatorade and Quaker Foods businesses in the United States and Canada. </li></ul>
  2. 3. Industry and Competitive Analysis <ul><li>Industry </li></ul><ul><li>Soft drink </li></ul><ul><li>Grown 43% </li></ul><ul><li>Bitterness between two rivals </li></ul><ul><li>Vending machine </li></ul><ul><li>Consumer calling </li></ul><ul><li>Variety </li></ul>
  3. 4. Competitive Review SWOT <ul><li>Strength: </li></ul>Diet Pepsi is one of the leading soft drink manufactures; Diet Pepsi has a variety of flavors to satisfy our customers. Another strength that we possess is that we carry various sizes that are suitable for all occasion; in addition new sweeteners also have broadened the appeal of Diet Pepsi. Diet Pepsi now offer soft drinks with a blend of sugar and no-calorie sweetener, claiming the taste is similar to regular but with half the calories
  4. 5. <ul><li>Weakness : </li></ul>One of the weakness that Diet Pepsi has is that it is lacking creativity, at this point were are not a leader in the soft drink industry and tend to respond creatively only when our competitor launch a new product. Diet Pepsi has the resources to manufacture new products but there strategic implications are not able to survive sometimes or maintain their expected sales forecast.
  5. 6. <ul><li>Opportunity: </li></ul>Diet Pepsi has an exceptional reputation within the soft drink industry and is very likely to maintain its status in the future. We believe that we will continue to satisfy out customer and even capitalize on new customers. For a new generation that is so carb conscious we also expect sales of diet soft drinks to surging and some industry analysts say low-cal eventually could take the lead. Innovation has helped, too. Soda companies are mixing out a startling variety of new diet flavors. PepsiCo Inc. alone offers nearly a dozen low-calorie sodas, which account for more than a quarter of the company's business.
  6. 7. <ul><li>Threat: </li></ul>The main threat to Diet Pepsi is that there are so many diet soft drink on the market, and these manufacture all claim to make there soft drink with the same ingredients as Diet Pepsi which might be. But the fact still remains that it is at times difficult to make our product stand out being that most diet soft drinks are price the same.
  7. 8. Company Vision Statement <ul><li>Attain high standards </li></ul><ul><li>Hard working team players </li></ul><ul><li>capitalize on Coca-cola users </li></ul>
  8. 9. Company Mission Statement <ul><li>Have a long term effect </li></ul><ul><li>Revise mission statement </li></ul><ul><li>Employee enthusiasm/commitment </li></ul>
  9. 10. Brand Vision Statement <ul><li>Increase sales volume </li></ul><ul><li>Best soft drink </li></ul><ul><li>brand should bring positive thoughts </li></ul><ul><li>Bring awareness </li></ul>
  10. 11. Brand Mission Statement <ul><li>Build foundation </li></ul><ul><li>Brand recognition </li></ul><ul><li>Command specific price </li></ul><ul><li>Increase profit </li></ul>
  11. 12. Marketing Objectives <ul><li>Attract Diet Coca-Cola Users </li></ul><ul><li>Increase sales volume </li></ul><ul><li>Hold present customers </li></ul><ul><li>Create brand awareness </li></ul><ul><li>Reach </li></ul><ul><li>Continuity </li></ul><ul><li>Frequency </li></ul>
  12. 13. Marketing Strategies <ul><li>Increase spending on non-Diet Pepsi drinkers </li></ul><ul><li>Persuade to buy in larger size </li></ul><ul><li>How often Diet Coca-Cola users should be exposed </li></ul><ul><li>Obtain trail purchase </li></ul><ul><li>Reach 60% of Coca-Cola drinkers </li></ul><ul><li>Advertise in high consumption pd. </li></ul><ul><li>Reinforce Benefits </li></ul><ul><li>Advertise during warmer months </li></ul>
  13. 14. Target Audience <ul><li>Males/Females </li></ul><ul><li>Ages 18 – 45 </li></ul><ul><li>Currently drink Diet Coca-cola </li></ul><ul><li>Can be persuaded </li></ul>
  14. 15. Summary of target Customer <ul><li>Female, age 30, with no kids </li></ul><ul><li>She Works 9-5, Monday - Friday </li></ul><ul><li>She drinks Coca-Cola but can be swayed </li></ul>
  15. 16. Customer Need Structure <ul><li>Fundamental: drink to quench thirsty </li></ul><ul><li>Perceived: thirst quencher low in calories </li></ul><ul><li>Desired: </li></ul><ul><li>End/End Benefit: </li></ul>
  16. 17. Psychographic <ul><li>Culture: We living in a culture where families drink diet Pepsi with almost anything. For some people they drink Diet Pepsi with all three meals, in addition they tend to replace it for water and other beverages </li></ul><ul><li>Psychological: The psychological effect from drink Diet Pepsi is that because over the years we have become a carb conscious society, where one would drink Diet Pepsi to stay slim. </li></ul><ul><li>Social: In terms of ones social class it is said that it influence on various preference, in addition to be apart of a highly recognized social ones usually mimic another member (s) to become apart of that group. </li></ul>
  17. 18. Geographic Segmentation <ul><li>Four geographic regions </li></ul><ul><li>North </li></ul><ul><li>Southeast/Southwest </li></ul><ul><li>Central </li></ul><ul><li>Western </li></ul>
  18. 19. Demographic Segmentation <ul><li>age </li></ul><ul><li>Gender </li></ul><ul><li>Family size </li></ul><ul><li>Income </li></ul>
  19. 20. Elements of PR <ul><li>Objective : For the next 2yrs Diet Pepsi will be working with 25 major cities in the U.S. </li></ul><ul><li>Strategy : Working with various community centers to create and execute various educational program. </li></ul>
  20. 21. Campaign Elements <ul><li>Situation Analysis: more than 20 cities are in need of help, and are living in poverty or below poverty. </li></ul><ul><li>Problem: Need both professional and financial help to facilitate various program, so citizen living in the community can have a better life. </li></ul><ul><li>Reaching out to four different target groups: poor youths (13-21), poor adults(22-50) and even those who are financially stable. </li></ul><ul><li>Individuals must be dedicated and willing to complete programs in which they started. </li></ul>
  21. 22. Pitch Letter <ul><li>Lauren Clark at NBC 4 </li></ul><ul><li>Single mother name Colleen </li></ul><ul><li>With 2 children </li></ul><ul><li>Highest degree associate in social work </li></ul><ul><li>wants her children to have better future </li></ul><ul><li>So she went to her local community center for financial & emotion support </li></ul><ul><li>After completing her B.S. degree she got a great job </li></ul><ul><li>Then got promoted to director of a youth center in her hometown. </li></ul><ul><li>True inspiration. </li></ul>
  22. 23. Backgrounder <ul><li>On poverty in the U.S. </li></ul><ul><li>Why are so many cities being over looked </li></ul><ul><li>56% of the cities are turning down </li></ul><ul><li>people due to lack of funding </li></ul><ul><li>Some people remain homeless for 5 </li></ul><ul><li>months </li></ul><ul><li>Single men:31%, families with children:40%, single women: 14% </li></ul>
  23. 24. News Release <ul><li>Topic: Outreach Project hosted by Diet Pepsi. Dated 11/10/04 </li></ul><ul><li>Include 25 major cities </li></ul><ul><li>Announcement of various programs </li></ul><ul><li>Sponsors </li></ul><ul><li>Goals </li></ul>
  24. 25. News Release <ul><li>Topic: Diet Pepsi Makes Contribution to Communities. Date 12/13/04 </li></ul><ul><li>Sports celebrates </li></ul><ul><li>NFL, NBA, MBL, NHL </li></ul><ul><li>Their donations </li></ul><ul><li>Volunteer </li></ul>
  25. 26. News Release <ul><li>Topic: Diet Pepsi Signs Deal with Dell </li></ul><ul><li>Date 12/26/04 </li></ul><ul><li>Dell will donate over 300 computers and printers to community centers. </li></ul><ul><li>They will also provide technical support for the life of the computers. </li></ul>
  26. 27. PR Outreach Programs <ul><li>Summer & Winter </li></ul><ul><li>Job training </li></ul><ul><li>Family Day at the Park </li></ul><ul><li>Scholars </li></ul><ul><li>PSA </li></ul><ul><li>After School Programs </li></ul><ul><li>Health Clinics </li></ul>
  27. 28. Media Objectives <ul><li>Reach </li></ul><ul><li>Continuity </li></ul><ul><li>Frequency </li></ul><ul><li>Newspaper </li></ul><ul><li>Magazine </li></ul>
  28. 29. Media Strategies <ul><li>Use the media to attract non-Diet Pepsi users through TV, radio </li></ul><ul><li>Print adds </li></ul><ul><li>Advertise Diet Pepsi during warmer months May – September </li></ul><ul><li>The target audience will be exposed to Diet Pepsi commercials for 10 Wks </li></ul>
  29. 30. Different Media Frequency (super bowl, playoffs) Cable food network Television Taxi Public buses Vehicles Internet Billboards Magazines (most popular ones) Newspaper (food category) Print
  30. 31. Consumer Promotion <ul><li>Sample </li></ul><ul><li>Coupons </li></ul><ul><li>Cash refund </li></ul><ul><li>Contest </li></ul><ul><li>Sweepstakes </li></ul><ul><li>Point-of-purchase </li></ul><ul><li>Price-off </li></ul>
  31. 32. Business Promotion <ul><li>Trade Shows </li></ul><ul><li>Sales contest </li></ul><ul><li>Specialty Advertising </li></ul>
  32. 33. <ul><li>Thank You for your time and patience </li></ul>