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Presented By:

Rao Zaki (FA12-MBT-102)


Shuaib Aslam (FA12-MBT-084)
Usman Aslam (FA12-MBT-066)
Awais Ali (FA12-MBT-018)
Introduction and History of Pepsi
Product Strategy
Positioning & Differentiation Strategy
Price Strategy
Distribution Strategy
Promotional Strategy
Competitive Strategy
Target Marketing Strategy
Corporate Strategy
Product Line Extension
Challenges & Opportunity faced by Pepsi
Marketing Strategy of Pepsi
World renowned brand and Carbonated Soft drink

Pepsi is a symbol of hygiene, quality and service, all


over the world.

Producing Cola for more than 100 years

Dominated the world market for a Long time


First introduced as "Brad's Drink" in New Bern,
North Carolina in 1898 by Caleb Bradham

In 1903, Bradham moved the bottling of Pepsi-Cola


from his drugstore to a rented warehouse.

Pepsi is recognized as Pakistanis National drink. In


1971, first plant of Pepsi was constructed in Multan
Packaging:
For protecting the syrup, Pepsi Cola uses the glass as well as
plastic bottles of different quantities.

250 ml Regular Bottle


330 ml Tin
500 ml Disposable Bottle
1000 ml Regular Liter Bottle
1500 ml Disposable Bottle
2250 ml Family pack Disposable Bottle
The positioning of Pepsi in the consumer
mind is done by the following ways
Physical positioning

Perceptual Positioning
Low quantity of cafeen
Available in regular size

Perceptual Positioning
Refreshingdrink
Youth Oriented
Pepsi differentiate himself on the basis of its sweeter
taste

Pepsis ads reflect the social, cultural values of


Pakistan and main stream celebrities of Pakistan are
used for Pepsis promotions So it is a unique selling
point(USP) of Pepsi
Pepsi
set its price in Pakistan according to international
market.

Pepsialso done a survey for setting a price in Pakistan as


well as in all-over the world.

Priceshould not be low nor high, so that it would be


affordable to the common consumer.
Pepsi use Intensive strategy for its distribution

Pepsi has given franchises in all over the Pakistan for


the distribution(Pakistan Bottlers, Riaz Bottlers,
Punjab Beverages and Shamim & company)

Pepsi has 12 different units in different areas of


Pakistan

There are 62 agencies distributing Pepsi only around


Lahore in their respective allocated sub zones.
Pepsi Cola Company has also become official
sponsors of Pakistan cricket

Pepsi has launched a number of prize schemes to


attract new customers

TPR(Trade Price Reduction) is a


promotional strategy of Pepsi on
ramzan and Eid . One case is free
on buying 10 cases of Pepsi.
Pepsi have a 53% Market share in Pakistan

Pepsi also extend his product line for the competition

Pepsi is available almost in everywhere in Pakistan.


So it is a competitive edge
Strategic options for Pepsi are

Frontal attack:
Sweeter taste and Reduce the price to
RS.5 in1994
Leapfrog Strategy:
Pepsi launched a new product like
Dew and Sting
Encirclement Strategy:
Targeting several smaller
untapped or underdeveloped segments like Rural
areas and small cities of Pakistan
Pepsi targeted the youth

Pepsi targeted the every class of Pakistan whether it


is a Middle, Upper and lower class

Pepsi targeted the South Asia Region through Cricket


Sponsorship in that region
"To be the world's best beverage company". Being
the best means providing outstanding quality, service,
cleanliness and value, so that their every customer is
contented and happy with their products.

"To increase the value of their shareholder's


investment through sales growth, cost control and
wise investment of resources."
Pepsi has 16 different products in Pakistan
because New products is 2nd lag of the company
Soda Water Chips Juices
Pepsi Cola Aquafina Lays Tropicana
7Up Kurkure
Miranda Cheetos
7Up Zero
Pepsi Diet
Dew
Sting
Teem
Pepsi Twist
At that time the Pepsi is on Maturity stage which
is identify by these two reason.

Market share is up to 53%


They are capturing only the 53% of the total
consumer (actual and potential)
An actual buyer is someone who is committed
to buying a product whereas a potential buyer
is some who is interested in buying, but may
not.
The main competitor of the company is the Coca
Cola But Gourmet Cola is also a threat in future

Cola drinks are not good for the health so the


awareness level of the people is increasing

Inflationary Trend in the Market

Electricity Crisis

Poor Law & order situation


Opportunity through extending product line

Can get more market by extending


distribution into the rural areas

Market have still potential


Need to work towards CSR

Use of E-marketing for promotional activity


Email marketing
Sms marketing(Viral marketing
generate)
Social media marketing(should be
interactive toward customers)
FB, Twitter and Blogs
The following are the reference material where the
information is collected.

Company website www.pepsico.com


Project Outline

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