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Presented To:
Sir.Hassan Mustafa
Presented By:
M.Imran
Mian Ali Ahsan
Saqib Yousaf
History
Start from 1890
: Caleb Bradham
200 countries
headquartered in Manhattan, New York.
1500000 Worker
Pepsi co. Uni
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."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
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.
Identify and Establish Brand Positioning and value.
Pepsi - Brand Positioning
Category: Soft drink, more specifically Cola
Male and female, skewed male. 16-45. Think of themselves as hip or youthful. Forward thinking. Middle class, middle income. High school plus educated. Rural and urban dwellers.
Target Market:
Pepsi positioningCoke represents happiness and moments of joy,
while it protects culture and maintains the status quo. Pepsi, on the other hand, creates culture and
embraces individuality. For Pepsi loyalists, leading an exciting life is much more important than leading a
happy one. Mr. Jakeman
said.Pepsi’s Brand positioning has finally always been as a refreshing cola drink for the youth, just about every social occasion.
Pepsi's POD Their forward thinking
attitude. Pepsi has the image of
being action oriented. I think that a large part of
their target audience associate themselves with the brand because of that image.
Pepsi's POP Their wide selection to fit every lifestyle of consumer. They have regular pepsi, pepsi max with more
caffeine, pepsi cherry vanilla, caffeine free pepsi, diet pepsi and pepsi zero to name a few.
Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentiations.
Of course Pepsi's main competitor is Coke who is in the same category and has a very similar target audience.
Mental Map
Saqib yousaf
Brand Personality Pepsi has always had a young target audience. Many of their ads were historically targeted at teens and
even pre-teens And are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over
the years. Male, 16-45, young in attitude/hip, cheerful, forward
looking, active and middle class.
Brand Mantra
Pepsi-young
-Celebrities
-Fresh
-Sport
Coca Cola -Sharing -Hapiness -Tasty
Pepsi core values
Sustained growth Empowered people Responsibility & Trust
Pepsi’s core values are :
Brand Elements
Integrated Marketing Communications (IMC)
Pepsi has altered its marketing strategy recently to attain competitive advantage and sustain for a longer period in the market
For this it is increasing its TV ads by 30% in a year. It is also devising new advertising campaign.
E-commerce is shaping up to be the next great revolution in the food and beverage industry and to boost this Walmart’s mobile chief just joined Pepsi to lead its new e-commerce push.
Pepsi Brand Equity Break up of Brand Equity for the brand Pepsi
Ali Imran
Brand Value Chain
Guiding principles for Performance
Care for our customers, our consumers and the world we live in. Sell only products we can be proud of. Balance short-term and long-term. Respect others and succeed together.
Brand Mroducts Matrix BCG Matrix
SWOT Analysis
Pepsi Strengths
Strong brand image Broad product mix Extensive global production
network Extensive global distribution
network
Pepsi Weaknesses
Low penetration outside the Americas
Limited business portfolio Weak marketing to health-
conscious consumers
Opportunities for Pepsi
Business diversification Market penetration in
developing countries Global alliances with
complementary businesses
Threats Facing Pepsi
Aggressive competition
Healthy lifestyles trend
Brand portfolio
Business Strategy and Long-Term Planning Building new capabilities Increasing focus on costs Develop a culture of collaboration Exercise discipline when it comes to capital returns
Market Penetration Product Development Market Development
Pepsi competitive advantage
Broad differentiation
Pepsi Revitalization Strategy: Pepsi revitalized their advertising campaigns
with celebrities from a wide range of fields
Attractive and inspiring website was a huge asset to the company as it not only presents the Pepsi products but also includes promotions games, music, and movie trailers.
Pepsi competitive advantage
Pepsi also reiterated their promotions with their new ads featuring.
Pepsi confirmed their established promotions and advertisements strategies, Pepsi’s younger image is also aided by celebrities endorsement.