Marketing plan about Pepsico

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Marketing plan about Pepsico.
--Lays':Naturally irresistible
乐事:自然魅力 不可抗拒

Submitted by: 李晓枋 101591107
吴燕芳
林慧婵
叶淑玲
梁 恩

Foreign Language Department
Guangdong University of Finance
2011.12.1

Content
Abstract……………………………………………………………………….. Chapter 1 Introduction……………………………………………………… 1. Brief introduction of PepsiCo Inc. ……………………………….. 2. Product and brand………………………………………………….. 3. Product information of Lay’s potato chips………………………… Chapter 2 Situation analysis…………………………………………………….. 2.1 Company analysis………………………………………………… 2.2 Customer analysis…………………………………………………. 2.3 Competitor analysis……………………………………………….. 2.4 SWOT analysis……………………………………………………. Chapter 3 Market segmentation………………………………………………… 3.1 Description…………………………………………………………. 3.2 What they want……………………………………………………… 3.3 How they use……………………………………………………….. 3.4 Support requirement & how they reach them……………………… 3.5 Price sensitivity………………………………………………………. Chapter 4 Market strategy……………………………………………………….. 4.1 Product analysis…………………………………………………….. 4.2 Pricing and promotional strategy…………………………………….. 4.3 Distribution strategy………………………………………………… Conclusion……………………………………………………………………….. Discussion…………………………………………………………………………. References………………………………………………………………………..

Abstract:
As the growing focus of health,people tend to purchase healthy snacks.While,Lays',a famous brand of potato chip,launching the market with the slogan :Naturally resistible,rapidly gained the market share of more than nearly 30%. Thus in this market report,we are going to show some information and the analysis of Lays of Pepsico,such as the main introduction,3c&SWOT analysis,Market segmentation,Market strategy,etc. Chapter 1 Introduction

1. Brief introduction of PepsiCo Inc.
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 – which added the Gatorade brand to its portfolio as well. As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion each, and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food and beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010. The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. 2. Product and brand

PepsiCo’s product mix as of 2009 (based on worldwide net revenue) consists of 63 percent foods, and 37 percent beverages. On a worldwide basis, the company’s current products lines include several hundred brands that in 2009 were estimated to have generated approximately $108 billion in cumulative annual retail sales. The primary identifier of companies' main brands within the food and beverage industry are those which generate annual sales exceeding $1 billion, and 19 of PepsiCo's brands met this description as of 2009: Pepsi-Cola, Mountain Dew, Lay's, Gatorade, Tropicana, 7Up, Doritos, Lipton Teas, Quaker Foods, Cheetos, Mirinda, Ruffles, Aquafina,...
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