Marketing
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MARKETING MANAGEMENT
“TROPICAN RELAUNCH CAMPAIGN”
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TABLE OF CONTENTS
INTRODUCTION 3 Company Profile — PepsiCo 3 Vision 3 Mission 4 ‘Tropicana’ — History & Brand 4 Price Ranges 6
MARKET ANALYSIS 7 Industry Analysis 7 Competitor Analysis 7 SWOT Analysis 8
INTEGRATED MARKETING COMMUNICATIONS PLAN 9 Target Market 9 Communication Objectives 9 Advertising Message 10 New Product Range Variants 11
PROMOTIONAL MIX 12 Print Media Advertising 12
CONCLUSION 13
INTRODUCTION
Company Profile — PepsiCo
PepsiCo is a world leader in convenient foods and beverages, with 2006 revenues of more than $35 billion and 168,000 employees.
The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion.
Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference - from fun-for-you items to product choices that contribute to healthier lifestyles.
Vision
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PepsiCo’s vision is to continually improve all aspects of the world in they operate – environment, social, economic – creating a better tomorrow than today.
Mission
PepsiCo’s mission is “To be the world's premier consumer-products company focused on convenient 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
[pic]
MARKETING MANAGEMENT
“TROPICAN RELAUNCH CAMPAIGN”
[pic]
TABLE OF CONTENTS
INTRODUCTION 3 Company Profile — PepsiCo 3 Vision 3 Mission 4 ‘Tropicana’ — History & Brand 4 Price Ranges 6
MARKET ANALYSIS 7 Industry Analysis 7 Competitor Analysis 7 SWOT Analysis 8
INTEGRATED MARKETING COMMUNICATIONS PLAN 9 Target Market 9 Communication Objectives 9 Advertising Message 10 New Product Range Variants 11
PROMOTIONAL MIX 12 Print Media Advertising 12
CONCLUSION 13
INTRODUCTION
Company Profile — PepsiCo
PepsiCo is a world leader in convenient foods and beverages, with 2006 revenues of more than $35 billion and 168,000 employees.
The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion.
Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference - from fun-for-you items to product choices that contribute to healthier lifestyles.
Vision
[pic]
PepsiCo’s vision is to continually improve all aspects of the world in they operate – environment, social, economic – creating a better tomorrow than today.
Mission
PepsiCo’s mission is “To be the world's premier consumer-products company focused on convenient 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