Pepsi Executive Summary

PepsiCo

Pepsi

Executive Summary

This report provides an analysis and evaluation of the Marketing Strategy for Pepsi. Methods of analysis include Market Segmentation, Market Targeting, and Market Positioning of Pepsi. Into this analysis we have tried to show how Pepsi segment their market basing on different variables. Their target market which they serve. We also discuss about Pepsi’s internal and external environment. Their Position in the market and how do they differentiate themselves to make a position in their customer mind, their strategy of positioning in market we tried to give a positioning statement of Pepsi and ended the whole report with a conclusion and a recommendation.

Product Overview

Pepsi is a carbonated soft drink that is

Market segment profiles have shown that the majority of carbonated beverage drinkers are youth and middle age people. Pepsi continually targets the Schools, Colleges, Universities, restaurants, hotels, and fast food Stores. For this they always spend huge amounts of money to compete with Coca Cola in acquiring contracts with universities to have sold representation of their product distribution. Pepsi customers are mostly teenagers and young adults between the ages of 14 to 29.

Objectives

Pepsi Marketing objective is to ensure they never:

• Overstate or misrepresent the quality of their products or packaging.

• Use misleading or untruthful statements in their advertising or labels

• Making claims about the product, product ingredients or health effects without adequate substantiation and proper legal clearance.

Competitors

Coca Cola, RC Cola, Red Bull etc. are the competitors of Pepsi.

Drinks may be sold in mass chain stores, such as Wal-Mart, and in an array of other retail stores, such as drug stores, grocery stores, and corner stores or bodegas. Distribution is the key to getting the product in front of consumers, so place is a very important part of the overall sales equation.

Promotion

Promotion includes the marketing and advertising of a product. In the case of Pepsi, marketing is international and takes place in every form of mass media - including television ads, print ads, and online marketing.

Recommendations

• Since there are older people and Pepsi has been traditionally a young people’s drink, Pepsi will have to stimulate consumption by older members of society

• Pepsi uses Plastic bottles and cans which can be harmful for society. So Pepsi should be produced more in recyclable bottle

• Need to improve PR activities in urban areas

• In our country, with brand name people prefer Pepsi 23% but without brand name it is 51%. So need to improve its brand value.

• Should increase promotion strategy to introduce new product line like Pepsi next, Pepsi zero etc.