SLICE JUICE

Under
Umbrella of

Marketing Mix, Positioning,Repositioning,Recommendations.

Presented to:
SIR GOHAR PIR ZADA

Presented By:
Rana Hassan Javad
Imran Khan
Hairs Kamran
Ali Abbas

022 MMKT
002 MMKT
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Parts of Presentations

Part
1

PepsiCo
Group
Profiles
Group Profile
Leadership
Vision & Mission
Nature of
Business
Product Line
Competitor
Market Share

Part
2

Slice Juice

Positioning
Marketing Mix &
Finding
Product
Price
Place
Promotion
Recommendations

Presentation Part 1

PEPSICO

INTERNATIONAL
Group Profile
Leadership
Vision & Mission
Nature of Business
Product Line
Competitor
Market Share

GROUP PROFILE

Presentation Part 1

PepsiCo Inc. is an American multinational food and beverage

corporation

Headquartered in Purchase, New York, United States.

PepsiCo was formed in 1965 with the merger of the PepsiCola Company and Frito-Lay, Inc.

Annual net revenue of $43.3billion.

PepsiCo is the second largest food & beverage business in

the world based upon net revenue.

PepsiCo Leadership

Indra Nooyi is an Indian American business executive and

the current Chairman and Chief Executive Officer of
PepsiCo.

ource:
ttp://www.slideshare.net/swatiknp/pepsi-ppt

VISION & MISSION

VISION

Our mission is to be the world's premier consumer products company

focused on convenient foods and beverages. We seek to produce financial
rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities
in which we operate. And in everything we do, we strive for honesty,
fairness and integrity.

MISSION

"PepsiCo's responsibility is to continually improve all aspects of the world in

which we operate - environment, social, economic - creating a better
tomorrow than today."
Our vision is put into action through programs and a focus on
environmental stewardship, activities to benefit society, and a commitment
to build shareholder value by making PepsiCo a truly sustainable company.

NATURE OF BUSINESS

Interests in the
manufacturing, marketing and distribution
of grain-based snack foods, beverages, and other
products.
PepsiCo's product lines generated retail sales of
more than $1billion each product.
Company's products were distributed across
more than 200 countries.

PRODUCT LINE

COMPANY Interests in
the
manufacturing, marketing
and distribution
of grain-based snack foods,
beverages, and other
products.

PRODUCT LINE

MAJOR COMPETITORS
Major Player of
the Market

Globally
:

PepsiCo's main competitors is

Coca-Cola
Dr. Pepper
Snapple
Kraft
have recently streamlined
operations and increased their
marketing expenditures in order
to be the top processed-food
manufacturer.

urce:
://www.bukisa.com/articles/216798_pepsico-competitors-analysis

Locally:
PepsiCo's Locally
competitors is
Coca-Cola
Nestle
Engro Foods
Shezan
Gourmet
Country Juice

MAJOR COMPETITORS CONT

Soft Drink Brands Market Share

Internationally

ource:
tp://www.accuval.net/insights/industryinsights/detail.php?ID=142

MAJOR COMPETITORS CONT

Soft Drink Brands Pepsi Vs Coke Soft Drink Brands Pepsi Vs Coke
Market Share
Market Share

Internationally

urce:
p://kninn.blogspot.com/2010/06/market-share-of-coke-vs-pepsi.html

Pakistan

Presentation Part 2

SLICE JUICE
Positioning,
Marketing Mix,
Segmentation & Targeting
Weak areas,
Loop holes,
&
Our Recommendations.

MARKET POSITIONING
SLICE JUICE

Previous Positioning
Strategy
Previous Strategy based
upon:
Freudian Theory
Sensation
Pure Mango ?

Sensation Based Freudian Theory

Slice Juice AD

Previous Marketing Ps

Product
Packaging was not differentiated & unique.
Almost similar as competitors brands.

Previous Marketing Ps

Product
Packaging was not Differentiated

Previous Marketing Ps

Price
Introductory price was PremiumRs. 25.
Competitors Price was Just Rs. 10 to 15.

Premium Price was one of the cause

of
product failure.

Previous Marketing Ps

Place
Availability covered almost half of Pakistan.
Through Appropriate Channels
Hyper Malls
Super Stores
General Stores
Grocery Stores
Tobacco Shops

Previous Marketing Ps

Promotion
Advertising
Bill Boards
Print Media
TV Ads

Proposed
Repositioning Strategy

&
Marketing Mix

Repositioning Strategy

Mangotainment
Aaaaammmmm.. Ka Chaska

Proposed
Repositioning Strategy

&
Marketing Ps

Marketing Ps
Product:
Differentiate the product on packaging

Price:
Economy Price (Market Penetration
strategy)

Place:
Through all channel with massive
distribution

Proposed
Repositioning Strategy

&
Marketing Ps

Marketing Ps
Promotion:

Promote with trade discounts

Social Events
School / College & Road Activities
Co-Branding with Pepsi, Mirinda
Revised Advertisement Campaign

Segmentation

Demographic Basis:
Lower, Lower Middle, Middle class
income Groups

Targeting

Target Market
Children
Teenagers
Youth
Old

Recommendations

We as team recommend our RePosition

strategy
along
with
developed Marketing Mix for Slice,
ensuring its presence by getting 1
to 2 % market share.

THANK YOU

YOU ARE WELCOMED TO ASK

QUESTIONS