DEMAND FORECASTING (PEPSICO)

MICRO-ECONOMICS

Project Presented by
RAHUL RAJAGOPALAN TINA FERNANDES PANKAJ CHOUBEY BHAVNA SHARMA JANANI IYER 43 44 45 46 47

About PEPSICO
The drink was first made in the 1890s by pharmacist Caleb Davis Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. The pharmacy of Caleb Bradham, with a Pepsi dispenser

In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company and it declined on each occasion The present CEO and Chairperson of the company is Ms Indra Krishnamurthy Nooyi

Pepsi-Cola Trademark

Slogans
1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more") (India) 2009 "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country my baby") (India) 2009"My Pepsi My Way"(India) 2010present "Youngistan ka wow." (India)

DEMAND FORECASTING
Demand forecasting is the activity of estimating the quantity of a product or service that consumers will purchase Demand forecasting involves techniques including both informal methods Demand forecasting may be used in making pricing decisions, in assessing future capacity requirements, or in making decisions on whether to enter a new market.

MAJOR BRANDS
PEPSI FRITO-LAY GATORADE QUAKER OATS TROPICANA LIPTON TEA

GROUP MEMBERS
Names Kalpesh Anuj Avni Roll no. (7506) (7561) (7542)

WHAT IS POSITIONING?

Positioning
Target Consumers
Parameters Offered

DEFINITION
Positioning refers to the place a brand occupies in the mind in relation to a given product class. This place was originally a product related concept, concerning market structure. The concept now refers to the place that the brand holds in the consumers mind, related to perceptions and preferences. - Michael Rothschild

CASE STUDIES
Hero Hondas Glamour
Launched new model- Glamour Youth segment of market Developed segment of 125-cc Bike with Quantum core engine It was priced Rs. 45,500 Positioned saying Glamour for the youth who wants glamour in everything

Maggi Introduced by Nestle in 1983 It filled the vacant position in youth urban mothers mind It claimed Good to eat, fast to cook, anytime snack

Kelloggs Positioned cereal as a breakfast food

Evening snack for kids

7-up It was considered as mixer for hard liquor, later positioned as an uncola soft drink Third position after Coke and Pepsi Positioned as You will not find an uncola idea inside a 7-Up can. You can find it inside the cola drinkers head

BRAND SEEKS A LOCUS IN CONSUMERS MIND THROUGH POSITIONING

Positioning helps to secure position in perceptual space within the consumer's mind and retain it.

Perception in a particular way, is what positioning is all about.

1.Deciding the locus: Where to lodge your brand in consumers mind?

Tasks involved in Positioning

2.Analyzing Competitors Positioning: Is there a gap somewhere?

3.Fixing the positioning plank

4.Developing the value Proposition

5.Ensuring the Infrastructure/ Competitive Advantages for Delivering the Promise

Tasks involved in Positioning

6.Communicating the Value Proposition to Target Consumers

7.Monitoring How the Positioning is Faring in the Market

8.Repositioning the offer, if required

Product Positioning

Features
Positioning is not an after thought Positioning is not synonymous with promotion

Product Positioning and Brand Positioning

Issues in Product Positioning. (Placing the Product Category).
Issues in Brand Positioning. Perception mapping for studying positioning possibilities.

PRODUCT AND BRAND POSITIONING OF OMNI

Product Brand Positioning: Positioning: Maruti positioned Within the MUV Omni in the category Maruti product category of positioned the MUV. Omni as low priced, high space brand.

Revision in Omnis Product Positioning: Maruti revises Omnis category from MUV to cars.

REPOSITIONING
Meaning Repositioning of Hamam (1994) Repositioning of Complan (5 stages)

PRODUCT POSITIONING AND MARKET SEGMENTATTION

Two sides of a coin

Products appeal takes place in the context of other suppliers features and appeals

TARGET MARKET POSITIONING OF EPSILON

SHORT RUN STRATEGIES Particular card attributes LONG RUN STRAEGIES Features and price

Various profile levels

Strengths and weaknesses

Line extension
Betas reactition

TARGET MARKETING AND SURVEY

Card profile for Line Extension Pattern of Survey

THANKING YOU