The document provides an analysis of PepsiCo, highlighting its position as a leading global brand in the food and beverage sector, particularly targeting youth. It includes a revenue comparison over several years, a SWOT analysis, market segmentation strategies, and consumer insights, revealing trends and preferences among different age and gender demographics. Recommendations for the company include focusing on health-oriented products post-COVID-19 and enhancing its fruit juice offerings.

1. GROUP 4
• GAURAV THAKUR
• ISHITA DEWAN
• JOYDEEP CHAKRABORTY
• KARAN KISHOR
• KISHAN KUMAR
• LAKSHAY YADAV
Marketing
Management
PEPSICO

2. “One of the most popular global brands in the foods
and beverages sector targeting the youth”
REVENUE COMPARISION
30,894
29,74429744.1
29,222
28887.5
28,500
29,000
29,500
30,000
30,500
31,000
31,500
2015 2016 2017 2018 2019 2020 2021
Revenue
INTRODUCTION
• PepsiCo, Inc. is an American
multinational food, snack and beverage
corporation headquartered in Harrison,
New York.
• Has interests in the manufacturing,
marketing, and distribution of grain-
based snack foods, beverages, and other
products.
• Product portfolio includes 22 brands
that generate more than $1 billion each
in annual retail sales.
USP

3. Brand Positioning Of Pepsi
CARBONATED DRINKS HEALTH DRINKS FITNESS DRINKS
•Targeted to all Age
groups
•Youth Representation
•Forward Thinking
•All income groups
•Low Calories-Diet Pepsi
•Occasions/celebrations
•All Season
•Health conscious
consumers
•Healthy eating and
Drinking habits
•Fruit Juices-
Tropicana
•Variety of Flavours
•Targeted for the fitness
Oriented Consumers
•Flavoured Drink
•Energy Booster

4. BASES FOR SEGMENTING CONSUMER
MARKETS
Market
segmentation
PSYCHOGRAPHIC GEOGRAPHIC
BEHAVIORAL
DEMOGRAPHIC
OTHER TYPES
CULTURAL
GENERATIONAL
ONLINE CUSTOMER

5. S W
O T
Strengths
 Best Global Brand
 Highly Diversified Portfolio
 Direct-Store-Delivery
 Market Dominance
 Effective Marketing Strategy
 Iconic Youthful Brand
 Effective Supply Chain Management
Weakness
 Competition
 Products Perceived as Unhealthy
 Effects of Failed Products
 Value addition
 Controversial Advertisements
Opportunities
• Efforts towards Health-Conscious
customers’ needs
• Enhance Alliances and Partnerships
• Increase Consumer-Driven R&D
• Flavors
Threats
• Stiff Competition
• Increasing Health Consciousness
• Non necessary label products

9. PESTLE Analysis
Political
Economic
Socio-
cultural
Technological
Legal
Environmental
PESTLE
Analysis
MARKETING SALES FUNNEL
Attention
Awareness through advertisement
Interest
Seek out more information about the flavor it offers.
Desire
The consumer develops a favorable disposition.
Action
The consumer forms a purchase
intention.

10. CONSUMER ANALYSIS
Age
Group
No. of Respondents
21-30 160
12-21 30
30-50 12
50 above 5
Total of 207 Responses
GENDER
MALE 92
FEMALE 115
67.6% consume aerated drinks occasionally,
24.6% consumed it very often, while 7.7% never
consume.
67% do not think Pepsi as a seasonal drink, while
others either think it is a seasonal drink or do not
consume Pepsi
Important factors for aerated drinks and juices
are quantity, availability, brand, flavor and health
quotient.
While the least factors considered were variety,
advertisement and brand ambassador.
Beverage Brand No of Consumers
Pepsi 54
Coca Cola 71
Thums Up 28
Mountain Dew 34
Sprite 48
7up 37
Mirinda 30
Fanta 13
Limca 27
Others 29

11. How much do you rate PEPSICO’s Beverages on the scale of 1-10?
Most Remembered Tagline by People
Major changes consumer wants in PepsiCo’s Beverages
are:
• Packaging
•Taste
• Flavors
• Level of sugar content
• Health
• Less preservatives
• Waste Management of Plastic bottles

12. SUGGESTIONS
• Should concentrate more on fruit juice segment.
• Promote health and energy beverages post Covid 19.
• Unique taste and color
FUTURE SCOPE
• Immunity booster beverages
• More fruit based beverages.
• E-commerce
REFERENCES
• http://www.pepsicoindia.co.in/Purpose/perf
ormance-with-purpose/products
• https://research-methodology.net/pepsico-
segmentation-targeting-and-positioning-2/
• http://aboutpepsico.blogspot.com/2010/01/
market-segmentation-of-pepsi.html
• https://bstrategyhub.com/pepsico-swot-
analysis/