Brand Management: Pepsi Co. In Pakistan

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Executive Summary05

Introduction of Pepsi06

History of Pepsi07

Market and Products in Pakistan10


Target Market of Pepsi13

Promotion for Pepsi products14

Pricing of Pepsi17

Price Perception18

Brand Name 19

Logos and Slogans of Pepsi19

Brand Image23




SWOT Analysis30


Executive Summary

In 1885, with the name of brad's drink appears in New Bern, North Carolina. Then in 1898 it name became Pepsi Cola. Pepsi Cola Company was launched only in North Carolina. In starting Pepsi deals with small market place. The company was making only one soda water instead of verity of soda waters. Then demand for pepsi became more and more. Pepsi was launched in different countries and now Pepsi is serving its colas in entire world.

Pepsi has launched different types of soda waters time to time with heavy advertisement. They launch Pepsi tins, disposable, diet etc. today Pepsi is serving its product in entire world with verity of colas. In industry Pepsi has great market share and customers perceive Pepsi as good drink. Specially, in Pakistan people prefer Pepsi on other drinks.



Pepsi Company incorporated in three businesses:

1-Soft Drinks, which is known as Pepsi Cola International. The product line carried by this division included Team, Miranda, Pepsi Cola 7-Up and Mountain Dew.

2-Snack Foods, which is called Frito Lay Incorporated.

3-Restaurants, which comprised Taco Bell, K.F.C. & Pizza Hut.

Pepsi Co. Inc. divided the world market into four regions; Latin American, Europe, Middle East, Africa & Asia The company's products are available in nearly 150 countries and accounted for retail sales of approximately 25 Billion in 1999 and PCI's sales was 20367 Million in 1999. PCI is facing major competition from Coca Cola (CCI) Incorporated in 1895, the market share for CCI was 95% while Pepsi cola claimed 5%. Form 1923 onwards, the market share for PCI began increasing, & in 1980 Pepsi over took coke in the take home market, while coke had a higher share in Restaurants.


PCI entered in the Pakistan market in early 60's Pepsi Cola Pakistan is the part of the West Asia area of PCI. The west Asia area comprised four countries; Pakistan, Bangladesh, Sri Lanka & Afghanistan. The local operation in company in Pakistan is divided into 5 functional departments.

Around 7 years ago in Pakistan was a business unit with 5 countries reporting to Pakistan. The 5 countries were Bangladesh, Afghanistan, Iran, Nepal and Bhutan. The business unit has now changed and PCI has become a market unit it reports to MENAPAK region (which included Middle East, Saudi Arabia & Pakistan).



1895 "Brad' s Drink" appears in New Bern, North Carolina.

1898First known use of "Pepsi Cola" name; automatic bottle-making machine invented

1902First application for Pepsi cola trademarks; first Pepsi advertisement.

1903"The Pepsi Cola Company" formed in North Carolina.

1904 Bradham move operations to new quarters; first bottled Pepsi; syrup sales: 19,848 gallons.

1905First recorded franchised bottle.

1906Second Pepsi trademark; 15 Pepsi bottling plants un U.S.; trademarked registered in Canada; syrup sales: 38,605 gallons.

1907Trademark registered in Mexico; 40 U.S. bottles; syrup sales 104,026 gallons.

1909250 Pepsi bottling plants; Benery Oldfield commercial endorsement.

1910210 US bottlers; first bottler convention.

1915Pepsi assets reported over s1, 000,000.00

1920Stockholders authorize sale of Pepsi stock.

1921Company assets s53, 008, liability s 249,536, recongnitionj agreement.

1923Court declares the Pepsi cola company bankrupt; managerial moves Pepsi operations to Richmond.

1928"National Pepsi Cola Corporation" formed.

1931Court declares National Pepsi Cola Corporation bankrupt. Guth and Megargel...
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