Pepsi

Marketing
Plan
PRESENTED BY PEOU MENGTONG
TOUCH SENGHOUR

Presentation Outline
Introduction
Current Marketing Situation
SWOT Analysis
Objective
Marketing Strategy
Action Program
Controls
Conclusion
References

Introduction
Pepsi International is a worldwellknown in
the world
soft drinks brand.
Pepsi is producing Cola for more than 100
years and has
dominated the world market for a long time.
Its head office in New York.

Introduction
History
PepsiCo, Inc. was established through the
merger of
PepsiCola and FritoLay.
Pepsi Cola was created in late 1890s in New
Bern, North
Carolina, United States.

Introduction
History
The plant was opened in Cambodia in 1960s,
but shut 15
years later once the Khmer Rouge took over.
In 1992, Pepsi-Cola International has linked up
with the
brewers of Angkor beer Cambrew Ltd.

Introduction
Vision
To 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.

Mission
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.

Current marketing
situation
Target Market
Pepsi targeted the youth
Pepsi target the every class of Cambodian whether it is
a Middle,
High, and Lower class

Competitors & Substitutes

Coca-Cola
Energy drink
Juice

SWOT Analysis
Strengths
Brand of Pepsi has a strong image on
customers mind set
Attractive packaging design
Pepsi Cola offers many promotions

SWOT Analysis
Weakness
Weak on distribution
Pepsi offers promotion mostly focus on youth
Pepsi is not considering many potential
outlets like
hotels, and college canteens
Not all the PepsiCo products bear the
company name

SWOT
Analysis
SWOT
Analysis
Opportunities
Increasing population
Changing social trend
Increased interest of people in musical groups,
and
sports have provided an opportunities for
Pepsi to
increase its sales through them
Company may start entering rural provinces
also

SWOT
Analysis
SWOT
Analysis
Threats
Cola drinks are not good for health. Thus, the
awareness
level of the people is decrease which is a big
threat to
company
More substitutes drinking products
Shortage of electricity

Objective
Goal
o To increase Pepsi market share and product
awareness

Objective
o To give more satisfaction to the customers

Marketing Strategy
Positioning
Available in regular size
Packaging attractiveness

Product Strategy
Create more new flavors
Always focus on health sweet less, low carbon
dioxide gas
Keep design more on product packaging

Marketing
Strategy
Marketing
Strategy
Pricing Strategy
Provides credit facility to the distributor which helps them in
proper running of their business
Product price are fixed by PEPSICO. Cambodia according by
Cambodians market

Distribution Strategy
Joint Venture strategy with Cambrew Ltd. to distribute over
Cambodia market
The distribution of Pepsi channel such as

Supermarkets
Convenience mart
Restaurants
Fast food outlets (KFC)

Marketing
Strategy
Marketing
Strategy
Promotion Strategy
This advertising is mostly creative and has different
elements like music and sports
Pepsi.com also plays an important role in advertising
and
attracts target audience by giving access to options
like
downloads, gaming, and music etc.

Action Programs
Action step of Pepsi Cola in 2015:
Step 1: Do research on customer needs, wants, and
demands
Step 2: Create new flavors with more design of
packaging - health
Step 3: Provides more credit facility to the new and old
wholesalers in order to expand Pepsis brand to rural
area
Step 4: Start to build more partners with local brands to
offer our Pepsi products only
Step 5: Start to do more sponsors with government,
NGOs, or other events

Control
If local brands reject to become our
partnership, we will
talk with them again by providing
commission
Be a sponsorship, we will go direct to
government, NGOs,
or other events

Conclusion
Pepsi has been producing for more than 100 years but
still
well known in markets Health, Environmental, and
Society.
Moreover, Pepsi can come out with as many new
innovative products as they can depend on countries
cultures.

Recommendation
To be more and more well known in every markets, the
Department of Research and Product Development of
Pepsi has to be strong

References
http://pepsicambodia.com/?page_id=21
http://www.pepsico.com/Company/Our-History/
http://www.phnompenhpost.com/national/pepsi-j
oins-angkor-beer-open-soft-drink-plant
http://
www.28dayslater.co.uk/forums/european-internati
onal-sites/83871-old-pepsi-bottling-factory-cam
bodia-july-2013-a.html

Budgets
Expense
Research information
R&D department
Sponsorship
Total

$1,200
$10,000
$3,000
$14,200