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Pepsi 130607135731 Phpapp01

The document provides a detailed overview of Pepsi including its history, products, pricing, placement, promotion and marketing segmentation. It discusses Pepsi's main product lines, packaging, pricing structure, promotional strategies and competitions. A SWOT analysis of Pepsi is also included.

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AKASH RANA
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0% found this document useful (0 votes)
39 views32 pages

Pepsi 130607135731 Phpapp01

The document provides a detailed overview of Pepsi including its history, products, pricing, placement, promotion and marketing segmentation. It discusses Pepsi's main product lines, packaging, pricing structure, promotional strategies and competitions. A SWOT analysis of Pepsi is also included.

Uploaded by

AKASH RANA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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GROUP MEMBERS :

Amina Yawar
Wajid Ali
Haris Riaz

PRESENTED TO:
Mr. Usman M Ghauri

Pepsi

(Brand Name)

(Brand Logo)

"Live for Now"


(Brand Slogan)

HISTORY

Pepsi is a carbonated
soft drink produced and
manufactured
by
PepsiCo.
The drink was first
made in the 1890s by
pharmacist Caleb Davis
Bradham in New Bern,
North Carolina.
The
brand
trademarked on
16, 1903.

was
June

There have been many


Pepsi
Variants

PRODUCT

PRODUCT

CONSUMER
GOODS

INDUSTRIAL
GOODS

The main product


Company is Pepsi.

of

Pepsi

Cola

Sub brands of Pepsi are Dew, Miranda,


7up, Pepsi Max.
It also diversified into Lays.

Primary & Secondary


Packaging

Providing their consumers with easy-to-use,


convenient and innovative containers are
one of their top priorities.
Pepsi introduced the industry's first 1
liter bottle; Regular, Disposable; Can.
Pepsi Co. was the first company to respond
to consumer preference with lightweight,
recyclable, plastic bottles.

No augmented
part

Fulfills
thirst

Siz
e

Weight

Taste

Shape

Core part

Actual part

Augmented
part

SALES

PRICE

Size and Price of Pepsi (RS.)


Regular bottle 15
Non returnable or disposable bottle
0.5 liter bottle

40

1.5 liter bottle 70


2.25 liter bottle
Pepsi can

90
50

30

Pepsi prices its products similar to those of


Coca-Cola in order to keep profits high.
As neither of the major manufacturers
would win a price war, the company follows
the pricing structure of the market leader.
PepsiCos current retail prices range
depending on the convenience of the
location in which they are located and
depending on the size of the soft drink
container.

PLACE

PROMOTION

Some of the ways in which Pepsi


attracts consumers are:

Free Samples ( New product DEW)

Discounts

RAMDAN

Offers)

In-Store Displays Signs, banners etc.

Entertainment Games with free Tshirts, Pepsi points under the cap etc.

PROMOTIONAL MIX
Advertising
65%

Publicity
5%

PEPSI

Personal
Selling
0%

Public
Relation
15%

Sales
Promotion
15%

Advertising
TV
Billboards
Posters
Radio

Sales
Promotion
Scratch cards
Lucky draw
Buy 1, get 1 free
Changing to smaller
packaging

Promotion

Events
Experience

Musical
concerts/shows
Sponsoring sports

PR & Publicity

Cricket brand
ambassador
Sponsorship of cricket
team and World cup

Market

S
Demographic

Segmentation Variable

Data

Age

14 -30+

Gender

Male , Female

Family size

1 2, 3 4, 5+

Family life cycle

Married , Unmarried

Psychographic
Social class

Middle class, Upper class

Lifestyle

Fulfilled, Believers , Achievers , Strivers


and Strugglers

Behavioural
Occasion

Parties, Birthday , Sports and Regular


Occasions

Benefits

Quality, Taste

User Status

First time user

Loyalty Status

Strong

The Coca-Cola Company has historically been


considered PepsiCos primary competitor in the
beverage market and in December 2005, PepsiCo
surpassed The Coca-Cola Company in market value
for the first time in 112 years since both companies
began to compete.
PepsiCo's Frito-Lay and Quaker Oats brands hold a
significant share of the U.S. snack food market,
accounting for approximately 39 percent of U.S.
snack food sales in 2009.
One of PepsiCo's primary competitors in the snack
food market overall is Kraft Foods, which in the same
year held 11 percent of the U.S. snack market share.

SWOT
ANALYSIS
OF
PEPSICO

S
T
R
E
N
G
T
H
S

1.Company Image.
2. Quality Conscious.
3. Good Relations with
Franchise.
4. Production Capacity.
5.Market Share.

1. Political Franchises.
2. Short term Approach.
3. Weak Distribution.

W
E
A
K
N
E
S
S

OPPORTUNITIES

THREATS

1. Imitators.
1. Increase
2. Government
Population.
Regulation.
2. Changing social
3. Corporations
trend.
3.Diversification shortage problem.
5. Political
4. Distribution of
instability.
snack foods.
6. Threat of labor
strikes.

Conclusion

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