The product life cycle of Pepsi
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The product life cycle of Pepsi include: Introduction, growth, maturity, decline. In every stage, it describes objectives & 4Ps.
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Product Life Cycle Of Pepsi
Pepsi has progressed through five stages of its product life cycle:
1) Pre-launch stage in the 1890s when it was developed as a medicinal drink.
2) Introduction stage in 1902 when initial sales were made through soda fountains.
3) Growth stage from the 1930s-1970s when aggressive marketing helped it gain market share from Coca-Cola.
4) Maturity stage from the 1980s to present day where it generates billions in annual revenue as a cash cow product.
5) Future decline stage when strategies like cost reduction will need to be implemented.
Presentation on Pepsi
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
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This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
Pepsi Presentation
PepsiCo's vision is to continually improve the world by creating a better future. Their mission is to be the world's premier consumer products company focused on convenient foods and beverages, producing value for investors and opportunities for employees, partners, and communities. PepsiCo has a 54% market share in Pakistan's soft drink market due to being a traditional brand. They operate in major Pakistani cities through franchises like Shamim and Co, their largest bottler and distributor. Pepsi is the 28th most valuable global product brand and competes primarily with Coca-Cola in Pakistan.
Sales Management of Pepsi
Pepsi developed a sales management strategy to increase revenue and customer satisfaction. They consider three main sales channels: traditional trade, modern trade, and on-premises. Pepsi uses indirect distribution and developed software called "Eagle Eye" to manage orders, deliveries, targets, and routes. Sales calls involve 10 steps like checking supplies, taking orders, and follow up. Pepsi divides territories geographically to provide intensive coverage, reduce turnover, evaluate performance, and manage expenses. They use qualitative and quantitative forecasting methods and set targets 22% higher than previous targets.
PepsiCo.
The document provides information about PepsiCo's supply chain operations around the world. It discusses PepsiCo's brands and business segments in the Americas, Europe, and Asia/Middle East/Africa. It also describes PepsiCo's organizational structure, mission, vision, culture, and strategies. Additionally, it covers topics like PepsiCo's supply chain planning, operations, processes, competitive advantages, customer needs identification, demand uncertainty, supply chain capabilities, distribution channels, and forecasting methods.
Coca Cola Brand Positioning and Differentiation
Coca Cola has achieved brand positioning as a refreshing, everyday part of life through consistent branding and marketing over 130+ years. It was initially marketed as a patent medicine but is now positioned as refreshing and for sharing moments with family and friends. Key factors in its positioning include maintaining a consistent 5 cent price for 70 years, innovative packaging, and widespread promotional campaigns like "The Pause That Refreshes" and more recent "Open Happiness" campaigns. While Pepsi positions as encouraging living in the moment, Coca Cola's positioning focuses on being an integral part of everyday life. Coca Cola also differentiates through its product line, culturally tailored drinks, focus on water purity and quality, and flexible business
Branding Brief on Coca Cola and New Coke
The document discusses Coca-Cola's failed launch of New Coke in 1985. It aimed to compete with Pepsi but consumer tests overlooked brand loyalty. When New Coke replaced the original, a public backlash ensued. Coca-Cola re-launched the original as Coca-Cola Classic and invested more in marketing the brand's emotional meaning to avoid such mistakes. Today it focuses on brand awareness, loyalty, and connecting with consumers through advertising, social media, and sponsoring global events.
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Product Life Cycle Of Pepsi
Pepsi has progressed through five stages of its product life cycle:
1) Pre-launch stage in the 1890s when it was developed as a medicinal drink.
2) Introduction stage in 1902 when initial sales were made through soda fountains.
3) Growth stage from the 1930s-1970s when aggressive marketing helped it gain market share from Coca-Cola.
4) Maturity stage from the 1980s to present day where it generates billions in annual revenue as a cash cow product.
5) Future decline stage when strategies like cost reduction will need to be implemented.
Presentation on Pepsi
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
Pepsi
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
Pepsi Presentation
PepsiCo's vision is to continually improve the world by creating a better future. Their mission is to be the world's premier consumer products company focused on convenient foods and beverages, producing value for investors and opportunities for employees, partners, and communities. PepsiCo has a 54% market share in Pakistan's soft drink market due to being a traditional brand. They operate in major Pakistani cities through franchises like Shamim and Co, their largest bottler and distributor. Pepsi is the 28th most valuable global product brand and competes primarily with Coca-Cola in Pakistan.
Sales Management of Pepsi
Pepsi developed a sales management strategy to increase revenue and customer satisfaction. They consider three main sales channels: traditional trade, modern trade, and on-premises. Pepsi uses indirect distribution and developed software called "Eagle Eye" to manage orders, deliveries, targets, and routes. Sales calls involve 10 steps like checking supplies, taking orders, and follow up. Pepsi divides territories geographically to provide intensive coverage, reduce turnover, evaluate performance, and manage expenses. They use qualitative and quantitative forecasting methods and set targets 22% higher than previous targets.
PepsiCo.
The document provides information about PepsiCo's supply chain operations around the world. It discusses PepsiCo's brands and business segments in the Americas, Europe, and Asia/Middle East/Africa. It also describes PepsiCo's organizational structure, mission, vision, culture, and strategies. Additionally, it covers topics like PepsiCo's supply chain planning, operations, processes, competitive advantages, customer needs identification, demand uncertainty, supply chain capabilities, distribution channels, and forecasting methods.
Coca Cola Brand Positioning and Differentiation
Coca Cola has achieved brand positioning as a refreshing, everyday part of life through consistent branding and marketing over 130+ years. It was initially marketed as a patent medicine but is now positioned as refreshing and for sharing moments with family and friends. Key factors in its positioning include maintaining a consistent 5 cent price for 70 years, innovative packaging, and widespread promotional campaigns like "The Pause That Refreshes" and more recent "Open Happiness" campaigns. While Pepsi positions as encouraging living in the moment, Coca Cola's positioning focuses on being an integral part of everyday life. Coca Cola also differentiates through its product line, culturally tailored drinks, focus on water purity and quality, and flexible business
Branding Brief on Coca Cola and New Coke
The document discusses Coca-Cola's failed launch of New Coke in 1985. It aimed to compete with Pepsi but consumer tests overlooked brand loyalty. When New Coke replaced the original, a public backlash ensued. Coca-Cola re-launched the original as Coca-Cola Classic and invested more in marketing the brand's emotional meaning to avoid such mistakes. Today it focuses on brand awareness, loyalty, and connecting with consumers through advertising, social media, and sponsoring global events.
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Coca-Cola has been in business since 1886 and is currently the world's leading beverage company operating in over 200 countries. The document outlines Coca-Cola's marketing strategy, which includes targeting both young consumers aged 16-30 as well as expanding into the mid-age demographic with more purchasing power. The strategy aims to increase sales volume and market share through new product positioning, making consumers aware of different Coke varieties, and emphasizing that Coke can be enjoyed on any occasion.
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Coca-Cola has been operating in India since the 1970s and re-entered the market in 1993. It has established itself as the leading soft drink company with various brands like Coca-Cola, Thums Up, Sprite, Fanta, Limca, and Maaza. Coca-Cola utilizes an extensive marketing strategy involving advertising, promotions, and establishing a wide distribution network. It sponsors various sporting events and uses celebrities as brand ambassadors to promote its products across India. However, with economic slowdown affecting consumer spending, Coca-Cola has introduced smaller pack sizes priced at Rs. 5-6 to make its beverages more accessible.
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Coca Cola is currently in the maturity stage of its product life cycle. It has been over 130 years since Coca Cola was founded and it is now one of the most recognizable brands worldwide. Coca Cola uses both direct and indirect distribution strategies to get its products to customers. It promotes its products using both push and pull strategies, giving incentives to distributors and using advertising to encourage customers to ask for the brand. While still successful, the document provides some suggestions for improvements such as changing the taste, bottle design, or increasing distributors.
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The document acknowledges and thanks Allah, the author's guide Rizwan Khan, and friends for their support and guidance. It then provides an executive summary of a report on Pepsi's marketing mix (4Ps) of product, price, place, and promotion. The summary discusses Pepsi's history and products, how it prices and places its products, and its promotional activities like advertisements. It concludes that Pepsi is the number one beverage brand worldwide but needs to increase its variety of products and flavors to stay ahead of competitors like Coca-Cola.
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The document summarizes the history and revitalization efforts of Cadbury 5 Star chocolate in India over several decades. It describes 5 Star's journey since its launch in 1969, including various positioning strategies and taglines focused on taste, energy, and togetherness. Problems like decreased size and strong competition necessitated a repositioning on taste with a new variant. The solution section outlines Cadbury's plans to reinvigorate 5 Star through innovation, targeting youth, and refocusing on its distinctive caramel taste.
Pepsi
Pepsi was created in 1893 by Caleb Bradham in North Carolina under the name "Brad's Drink". It was later renamed Pepsi-Cola in 1898. Pepsi grew in popularity throughout the early 20th century as it was endorsed by celebrities and expanded its bottling and distribution operations. While Coca-Cola was offered opportunities to acquire Pepsi in the 1920s and 1930s, it declined each time. Today, PepsiCo is a global beverage company that generates over $1 billion annually from brands like Pepsi. Pepsi uses promotional activities like celebrity endorsements and advertising to market its products worldwide through a variety of distribution channels at competitive prices.
Brand marketing
- Krispy Kreme was founded in 1937 in North Carolina and initially grew as a small, family-owned chain of doughnut stores.
- It expanded nationwide and internationally beginning in the 1990s, going public in 2000, but over-expanded and some franchisees closed stores in the mid-2000s as costs increased.
- Today it operates in over 30 countries but faces competition from other national chains and fluctuating costs. Its signature hot original glazed doughnut and fundraising programs remain strengths.
Marketing mix and strategy practiced by Coka-Cola company.
The document is a presentation about the marketing strategies of Coca-Cola. It discusses Coca-Cola's products, pricing, placement, promotion, market segmentation, differentiation from Pepsi, strengths, weaknesses, opportunities, threats, and recommendations. The presentation was created by 5 students for a class project on Coca-Cola's marketing mix and strategies that have led to their global success and popularity.
Yeh digen verma kaun hai frooti
This document presents a case study on the promotional campaign for the fruit drink Frooti by Parle Agro in India. Frooti's sales were declining due to increased competition. Parle Agro launched a campaign featuring an enigmatic celebrity brand ambassador named "Digen Verma" to reposition Frooti towards youth. The low-cost campaign generated intrigue and buzz around Digen Verma. It succeeded in changing Frooti's image from a children's drink to one for teens. As a result, Frooti's sales increased by 30% and it regained its top-of-mind awareness among customers. Future strategies discussed include maintaining consistency, adding flavors, and potentially partnering with a celebrity
Dairy milk advert, research and developing idea
This document provides information about Cadbury Dairy Milk chocolate, including its history dating back to 1824, advertising strategies used over time, strengths and opportunities for growth, as well as weaknesses and threats. It also describes techniques used in Dairy Milk advertisements such as using children, cinematography, sound, and targeting mainstream audiences. Primary research in the form of a questionnaire is presented along with responses. An idea for a student-created Dairy Milk advert is proposed and feedback on a draft version is summarized before changes are described and a final version is referenced.
Dairy milk advert, research and my idea
This document provides information about Cadbury Dairy Milk chocolate, including its history dating back to 1824, marketing strategies, strengths, opportunities, weaknesses, threats, and rivals. It also discusses advertising techniques used in Dairy Milk ads from 1982 and 2008. Primary research in the form of a questionnaire is presented. The document then outlines the creator's idea for a Dairy Milk advert, showing a draft version and feedback received. Changes are described and the final advert is mentioned.
4ps Of PEPSI
PepsiCo was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. PepsiCo uses the 4Ps of marketing - product, price, place, and promotion - to attract customers. For product, Pepsi is a carbonated soft drink available worldwide. For price, Pepsi is flexible and can lower prices to attract customers. For place, Pepsi is distributed globally through a chain of manufacturers, wholesalers, retailers and to consumers. For promotion, Pepsi uses slogans and advertisements to attract, interest and encourage customers to purchase its products.
Study of distribution channel strategy of pepsico for the positioning of the ...
This document appears to be a dissertation submitted by Anil Kumar Mishra to Mangalmay Institute of Management & Technology in 2009-2011 about PepsiCo's distribution channel strategy for product positioning in Varanasi, India. The dissertation includes sections on the objectives of studying PepsiCo's distribution strategy, a literature review on the company's history and operations in India, and a proposed research methodology. It indicates the dissertation will analyze PepsiCo's marketing initiatives and policies in India with a focus on its partnership management and distribution network.
Similar to The product life cycle of Pepsi (20)
Marketing mix and strategy practiced by Coka-Cola company.
Marketing mix and strategy practiced by Coka-Cola company.
Study of distribution channel strategy of pepsico for the positioning of the ...
Study of distribution channel strategy of pepsico for the positioning of the ...
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Growth Marketing in 2024 - Randy Rayess, Outgrow
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
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Story Telling Master Class - Jennifer Morilla
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The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.PickUp_conversational AI_Capex, Inc._20240611
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Boost Your Instagram Views Instantly Proven Free Strategies.
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https://instblast.com/instagram/free-instagram-views
What Software is Used in Marketing in 2024.
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
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Advanced Storytelling Concepts for Marketers
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
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#Assemble #Integrity #Transformation #Initiative
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Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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The product life cycle of Pepsi
- 1. Đỗ Thị Huyền Trâm 1
- 2. Type Carbonated Soft Drink Manufacturer PepsiCo Country of origin United States Introduced 1893: Brad's Drink 1898: Pepsi-Cola 1961: Pepsi Variants Diet Pepsi Caffeine-Free Pepsi Pepsi-Cola Made with Real Sugar Pepsi Vanilla Pepsi Zero Sugar … Đỗ Thị Huyền Trâm 2
- 3. Time 1902 1930s-1970s 1980s – Present sometime in the future Đỗ Thị Huyền Trâm 3
- 4. Brad renames the drink ‘Pepsi-Cola’ Purpose: medicine (PRODUCT DEVELOPMENT) Caleb Bradham Đỗ Thị Huyền Trâm 4
- 5. Pre-launch – no sales and profit are made because the product is still in development. Purchased trademark: $100 Difficulties: Negative cash-flow Large research costs Development expenditure Đỗ Thị Huyền Trâm 5
- 6. • 1903: Sold 7,968 gallons of syrup • 1904: Sales increased to 19,848 gallons Đỗ Thị Huyền Trâm 6
- 7. OBJECTIVE • Enerate initial awareness • Trial of the product => Far excceded targets PRODUCT • Launched only a basic product without bottles • Sold through soda fountains located in Brad’s pharmacies Đỗ Thị Huyền Trâm 7
- 8. PRICE A simple cost-plus pricing strategy • Started with a skimming strategy • Recuperated start-up costs PLACE ONLY launched Brad’s pharmacies Đỗ Thị Huyền Trâm 8
- 9. ADVERTISING To generate awareness PROMOTION Encouraged consumers to trial the product Barney Oldfield ( race-car driver ) Theme "Delicious & Healthful" Đỗ Thị Huyền Trâm 9
- 10. Increasing Competition Lower Prices Different Marketing Approach Greater Consumer Awareness Increasing in Profits (1930s-1970s) Đỗ Thị Huyền Trâm 10
- 11. After bankruptcy and becoming acquired by Loft Inc. Attracted consumers: 5 cent = 12 ounces of Pepsi-Cola But 5 cent = 6 ounces of Coca-Cola Đỗ Thị Huyền Trâm 11
- 12. Objectives Gained market share Encouraged consumers to use Competed with Coca-Cola Product Continually improved the products Made many bottles Price The low price penetration strategy Đỗ Thị Huyền Trâm 12
- 13. An extensive distribution network A mainstream consumer good Đỗ Thị Huyền Trâm 13
- 14. Advertising Designed to effectively reach a mass audience (for example Radio) Rename: ‘Pepsi’ 1975: Pepsi Challenge marketing campaign Sales – promotion No sales promotion Highly competitive price Struggled to keep-up with demand Đỗ Thị Huyền Trâm 14
- 15. 3. MATURITY (1980s – Present day) This is THE LONGEST STAGE & generates the majority of a product’s sales and profits from the late majority. To ‘milk’ the product for as much profit as possible, EXTENSION STRATEGIES are often implemented to pro-long the maturity stage. Đỗ Thị Huyền Trâm 15
- 16. MATURITY Most profitable, as a Cash Cow Extension strategies, the disastrous Pepsi Raw $20 billion in annual revenue PepsiCo and Coca-Cola do not enter price-wars, the price rarely fluctuates A global distribution Objectives Đỗ Thị Huyền Trâm 16
- 17. MATURITY ADVERTISING: The main focus on differentiate the brand Celebrity endorsements Position the product as a younger & edgier alternative SALES – PROMOTION: Value increasing and value adding offers Ex: offering larger bottle sizes Đỗ Thị Huyền Trâm 17
- 18. No signs of slowing down in the immediate future (sometime in the future) Pepsico have the following strategies → Implemented when the product entering decline Đỗ Thị Huyền Trâm 18
- 19. 4. DECLINE Objectives: cost - redution to remain profitable Product: The range should become rationalized, leverage economies of scale & minimize costs (sometime in the future) Đỗ Thị Huyền Trâm 19
- 20. Price: Discount price Place: Focus on profitable stores Advertising & Sales Promotion: cut them Đỗ Thị Huyền Trâm 20
- 21. Đỗ Thị Huyền Trâm 21