PEPSICO

VISION STATEMENT

"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.

MISSION STATEMENT

"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."

Introduction
PEPSCOLAMARKETSHARESABOUT54%NTHESOFT-DRNK
MARKETNPAKSTANBECAUSETSVERYTRADTONAL.PEPSCOLA
INTERNATONAL,ASGNFCANTNAMENTHECOLATRADESDONG
TSBUSNESSNPAKSTANTHROUGHFRANCHSNG.PCIHAS
NDUSTRALFOLLOWNGBOTTLERSNPAKSTANTLLNOW.SHAMM
ANDCOCOMPANYSTHELARGESTPRODUCERANDDSTRBUTOROF
PEPSCOLASOFTDRNKSNPAKSTAN.
THESEFRANCHSESARESTUATEDN:
KARACH
LAHORE
MULTAN
SUKKHER
GUJRANWALA
FASALABAD
PESHAWAR
ISLAMABAD
HYDERABAD

No 28 in the

Worlds MOST VALUEABLE

PRODUCT

Pepsi Logos & Slogan

The Worlds Greatest Beverages

Brand

Competitors
Pepsi major competitor is Coca Cola and there is no
hesitation to say these because everyone knows that
and all the other cold drinks and water, coffee, tea are
the competitors

Competitors
The direct competitor of Pepsi is Coca Cola there is
always ongoing tuff competition between these two
rivals with Pepsi leading with 54% market share and
Coke gradually growing and catching up 36% market
share in Pakistan.
These include Nestle and Shezan juices that do not
pose a threat to Pepsi as yet but has the potential to do
so as it is exploiting the natural aspect and health
issues more and more to make people conscious about
physical fitness Pepsi has launched Diet Pepsi to
counter the physical fitness demands.

Pepsi Statistics

Pepsi owns more than of the worlds

beverages.
Pepsi is affordable in all the countries. It was not
out of the price range.
Pepsi comes in a variety of sizes worldwide so
you can use it for a crowd or as a personal snack
drink .

SWOT ANALYSIS

Pepsi Marketing Mix

The 4 Ps of
Marketing:

Anything that can be presented to a market to accomplish want or need

The customer makes a comparison between the prices offered by other

companies and PepsiCo and then chooses the most suited offer.

The location of the organization plays a vital role in making

its operations profitable. If the organization outlets are
located in some near markets then it will be very easy for it
to attract people
. PepsiCo pay out a large amount of its financial plan on
publicity. Promotion is done from beginning to end different
mores like.

Pricing Strategy
Following factors Pepsi kept in mind while determining the pricing strategy.
Price should be set according to the product demand of public.
Price should be that which gives the company maximum revenue.
Price should not be too low or too high than the price competitor is charging from
their customers otherwise nobody will buy your product.
Price must be keeping the view of your target market.
The price of Pepsi, despite being market leader is the same as that of its competitor
Pepsi Cola. Sometimes, Pepsi places its customers into some psychological pricing
strategies by reducing a high priced bottle and consumers think that they save a lot of
money from this.

DISTRIBUTION CHANNELS

Pepsi Company makes two types of selling

Direct selling
Indirect selling
DIRECT SELLING
In direct selling they supply their products in shops by
using their own transports. In this type of selling
company have more profit margin.
INDIRECT SELLING
They have their whole sellers and agencies to cover all
area. Because it is very difficult for them to cover all area
of Pakistan by their own so they have so many whole
sellers and agencies to assure their customers for
availability of Pepsi products.

Products & Brands

PepsiCo's product mix as of 2012 (based on worldwide
net revenue) consists of 63 percent foods, and 37
percent beverages. On a worldwide basis, the
company's current products lines include several
hundred brands that in 2009 were estimated to have
generated approximately $108billion in cumulative
annualretail sales.
The primary identifier of a food and beverage industry
main brand is annual sales over $1 billion. As of 2009,
21 PepsiCo brands met that mark:Pepsi,Mountain Dew
,Lay's, Gatorade,Tropicana,7 Up,Doritos,Lipton Teas,
Quaker Foods,Cheetos,Mirinda,Ruffles,Aquafina,
Pepsi Max,Tostitos,Sierra Mist,Fritos, andWalkers.

MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY

ADVERTISEMENT OBJECTIVE
Type of advertising with respect to product life cycle that Pepsi
adopts is reminder type. The reason behind this fact is that
Pepsi is such a product that is at the maturity level currently so
for such a product companies mostly go for reminder type of
advertisement so that they can penetrate more and more and
same is the case with Pepsi.

SETTING OF ADVERTISING BUDGET

Pepsi sets its advertisement budget on the basis of competitor
based budgeting. Major competitor of Pepsi is Coca Cola and as
Pepsi realizes that Coca Cola has increased its advertising
budget, straight away Pepsi management plans to do the same
so that they can compete in advertising department as well.

MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY
ADVERTISING STRATEGY
Before creating advertising message the Pepsi Company gives lots
of time to the factor that the message must gain customer
attention. This is basically called Clutter Buster means that only
that advertisement will leave impact on customer mind that has
some specialty or uniqueness in it. For example in Pakistan Pepsi
current slogan Dil Mange Abhi has gained reasonable
customer attention.
ADVERTISEMENT MEDIA
Pepsi Company advertises its products mainly through electronic
media that includes Television, Radio and Internet as well.
Moreover leading newspapers of Pakistan are also the targeted by
Pepsi for advertising. So we can say that Pepsi not only uses
electronic but print media for advertisement as well. Pepsi
Company use different mediums.

BCG MATRIX OF PEPSI

BCG Product Life Cycle

Departments
1. Administration Department
2. Production Department
3. MIS department
4.

SIS Department

5.

Finance & Accounts

6. Cash Department
7.

Human Resource Department

8.

Sales & Marketing Department.

9. Operations Department

WORK SPECIALISATION:
The work specialization is high, as each Manager
is made responsible for only a particular function,
which is his expertise. There is no boredom or
monotony as each salesman is meeting the
different sort of person and the work is
challenging and promotions are based on
performance there is no monotony and boredom

SPAN OF CONTROL:
The span of control is low as there are 3-5
employees reporting to their managers. This low
structure is due to the fact that organization is a
vertical and different people have different works
to do so. It is also difficult to control more than
five people and still manage the resources and
people in an effective manner.

Thank you