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PepsiCo
The document discusses PepsiCo's carbonated soft drink, detailing its history, product attributes, target markets, and marketing strategies, particularly focused on youth aged 18-30 in Egypt. It highlights Pepsi's branding, packaging, and competitive advantages over Coca-Cola, as well as its marketing approaches including advertising and public relations to sustain interest and sales. The content emphasizes Pepsi's commitment to affordability and its efforts to engage diverse consumer behaviors and preferences.
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PepsiCo
- 1. MEMBERS Akram Mahmoud 15204105 MuazzamMaula 15204339 Yasser Rafet 16104312 Nada Osama 15104516 Fatema kaber 15204320 Dr. Asma Ahmed TA. Youmna Elheraoi
- 2. INTRODUCTION • carbonated soft drinkby PepsiCo • Originally created and developed in 1893
- 3. • owns nineof 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
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- 7. LEVELS OF THEPRODUCT 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 doesit belong to? convenient product
- 9. Product Attributes c size 7.5 floz (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 packagesare in different forms such as cans, bottles (glass, plastic)
- 12. MARKET SEGMENTATION Typeof segmentatio n Segmentationcriteria PepsiCotargetsegment GeographicRegion 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 TARGETMARKET 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 aspotlight on Egyptians behavior – Egyptians do really care about football – Gatherings especially in Ramadan
- 16. THE COMPETITORS AND COMPETITIVEADVANTAGE Pepsi's well known competitor in Egypt is CocaCola.
- 17. The BCG growthshare matrix • high growth rate • high market share
- 18. THE PRODUCT/MARKET EXPANSION GRID MARKETPENETRATION 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 areusing 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 advertisingcampaign and its message?