Case Study of Pepsi Marketing Strategies

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MARKETING STRATEGIES OF PEPSI

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CONTENTS
SR. NO. TOPIC PAGE NO. 4 4 5 6 7 8 8 9 10 11 11 11 12 12 11 11 12 14 15 16 17 19 19 21 21 22 22 23 23 24 25 25 26 26 27 28 28 29 29 30 31 32 33 Page | 2

I PepsiCo Mission…………………………………………………………… II A Brief Pepsi History ……………………………………………………... III Corporate Profile: PepsiCo In India………………………………………. 3.1 Origin Of PepsiCo India………………………………………… 3.2 From Joint Venture To Wholly Owned………………………… 3.3 Corporate Management................................................................ 3.4 Diverse Product Portfolio ……………………………………… IV Soft Drink Market In India………………………………………………… V Consumer Habits And Practices…………………………………………… VI The Market Survey………………………………………………………… 6.1 Market Segmentation………………………………………………….. 6.1.1 Route Market………………………………………………….. 6.1.2 Home Market………………………………………………….. 6.1.3 At Work Market……………………………………………….. 6.2 Target Market…………………………………………………………. 6.2.1 Target Segment – Youth………………………………………. 6.3 Market Share………………………………………………………….. 6.4 Distribution Network…………………………………………………. 6.4.1 Distribution in Rural Areas: The Hub and Spoke Model........... 6.4.2 Distribution in Urban Areas: Direct Store Distribution............. 6.4.3 Distribution Strategy………………………………………...... VII Branding Strategy………………………………………………………….. 7.1 Attributes for a Strongest Brand Share………………………... VIII Marketing Strategies………………………………………………………. 8.1 A Unique Pricing Strategy “Chota Pepsi”……………………….. 8.2 Online Advertising………………………………………………. 8.2.1 Pepsi zone……………………………………………….. 8.3 Oye Bubbly! ………………………………………………… 8.3.1 Review Of Oye Bubbly Campaign…………………….. 8.3.2 Oye Bubbly & Yahoo Tie-Up…………………………... 8.4 Pepsi Blue Billion ………………………………………………. 8.5 Pepsi Toss Ka Boss …………………………………………… 8.6 Pepsi Gold………………………………………………………. 8.7 Pepsi Café Chino ……………………………………………….. 8.8 Youngistan Campaign…………………………………………... 8.9 Pepsi First Ball Ka Captain……………………………………... 8.10 Pepsi’s Rural Marketing Strategy……………………………….. IX Marketing Mix Followed By Pepsi………………………………………... 9.1 Product…………………………………………………………... 9.2 Price …………………………………………………………….. 9.3 Place ……………………………………………………………. 9.4 Promotion……………………………………………………….. X Advertising Strategies……………………………………………………...

XI SWOT Analysis Of PepsiCo In India…………………………………….. 11.1 Strengths…………………………………………………………. 11.2 Weakness………………………………………………………… 11.3 Opportunity…………………………………………………… 11.4 Threats………………………………………………………… XII Future Scope & Prospects…………………………………………………. 12.1 Future Investments……………………………………………. 12.2 Future Line Of Products………………………………………. 12.3 Future Marketing Strategies (Probable)………………………. 12.4 Future Growth Prospects……………………………………… XIII Recommendations…………………………………………………………. XIV Bibliography……………………………………………………………….. SR. NO. 1 2 3 4 5 6 7 8 9 10 11 LIST OF FIGURES AND CHARTS Figure 4.1: Market Segmentation for Soft Drinks in India Figure 6.1: Market Shares for Aerated Beverages in India - 2009 Figure 6.2: Market Shares for Pepsi Vs Cokes in India - 2009 Figure 6.3: Distribution Channel in Rural Areas Figure 6.4: Multi Channel Distribution Network Figure 7.1 : Brand Dynamics Pyramid Chart 10.1: Genre wise composition of advertising on TV Chart10.2: Channel wise composition of advertising on TV Chart 10.3 : Mapping of Aerated Drinks Advertising on Television Chart 10.4 : Genre wide advertising for Pepsi and Coke(duration) Chart 10.5: Genre wide advertising for Pepsi and Coke on press(duration)

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I.

PEPSICO MISSION

"To be the world's premier consumer Products Company focused on convenience foods and beverages. We seek to produce healthy 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." II. A BRIEF PEPSI HISTORY Born in the Carolinas in 1898,...
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