Its all about marketing

2. GROUP MEMBERS :
Amina Yawar
Wajid Ali
Haris Riaz
PRESENTED TO:
Mr. Usman M Ghauri

3. Pepsi (Brand Name)
(Brand Logo)
"Live for Now"
(Brand Slogan)

6. • Pepsi is a carbonated soft
drink produced and
manufactured by 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.
• There have been many
Pepsi Variants produced
over the years.

7. Pepsi
Marketing Mix

9. CONSUMER
GOODS
INDUSTRIAL
GOODS

10. • The main product of Pepsi Cola Company is
Pepsi.
• Sub brands of Pepsi are Dew, Miranda, 7up,
Pepsi Max.
• It also diversified into Lays.

11. Primary & Secondary
Packaging

12. • Providing their consumers with easy-to-use,
convenient and innovative containers are one of
their top priorities.
• Pepsi introduced the industry's first 1 ½ liter bottle;
Regular, Disposable; Can.
• Pepsi Co. was the first company to respond to
consumer preference with lightweight, recyclable,
plastic bottles.

13. Core part
Fulfill’s
thirst
Shape
Size
Taste
Weight
No augmented part
Actual part
Augmented part

14. SALES

16. Size and Price of Pepsi (RS.)
• Regular bottle 15
• Non returnable or disposable bottle 30
• 0.5 liter bottle 40
• 1.5 liter bottle 70
• 2.25 liter bottle 90
• Pepsi can 50

17. • Pepsi prices its products similar to those of Coca-Cola
in order to keep profits high.
• As neither of the major manufacturers would win a
price war, the company follows the pricing structure of
the market leader.
• PepsiCo’s current retail prices range depending on the
convenience of the location in which they are located
and depending on the size of the soft drink container.

21. Some of the ways in which Pepsi attracts
consumers are:
• Free Samples ( New product – DEW)
• Discounts ( RAMDAN Offers)
• In-Store Displays – Signs, banners etc.
• Entertainment – Games with free T-shirts, Pepsi
points under the cap etc.

22. PROMOTIONAL MIX
Personal
Selling
0%
Publicity
5%
Sales
Promotion
15%
Public
Relation
15%
PEPSIAdvertising
65%

23. Promotion
Advertising
• TV
• Billboards
• Posters
• Radio
Sales Promotion
• Scratch cards
• Lucky draw
• Buy 1, get 1 free
• Changing to smaller
packaging
Events Experience
• Musical concerts/shows
• Sponsoring sports events
PR & Publicity
• Cricket brand ambassador
• Sponsorship of cricket team
and World cup

26. SSegmentation Variable Data
Demographic
Age 14 -30+
Gender Male , Female
Family size 1 – 2, 3 – 4, 5+
Family life cycle Married , Unmarried
Psychographic
Social class Middle class, Upper class
Lifestyle Fulfilled, Believers , Achievers , Strivers and
Strugglers
Behavioural
Occasion Parties, Birthday , Sports and Regular Occasions
Benefits Quality, Taste
User Status First time user
Loyalty Status Strong

27. • The Coca-Cola Company has historically been considered
PepsiCo’s primary competitor in the beverage market and in
December 2005, PepsiCo surpassed The Coca-Cola Company in
market value for the first time in 112 years since both companies
began to compete.
• PepsiCo's Frito-Lay and Quaker Oats brands hold a significant
share of the U.S. snack food market, accounting for approximately
39 percent of U.S. snack food sales in 2009.
• One of PepsiCo's primary competitors in the snack food market
overall is Kraft Foods, which in the same year held 11 percent of
the U.S. snack market share.

28. SWOT
ANALYSIS
OF
PEPSICO

29. 1.Company Image.
2. Quality Conscious.
3. Good Relations with
Franchise.
4. Production Capacity.
5.Market Share.

30. W
E
A
K
N
E
S
S
1. Political Franchises.
2. Short term Approach.
3. Weak Distribution.

31. OPPORTUNITIES THREATS
1. Imitators.
2. Government
Regulation.
3. Corporation’s
shortage problem.
5. Political instability.
6. Threat of labor
strikes.
1. Increase Population.
2. Changing social trend.
3.Diversification
4. Distribution of snack
foods.