Marketing Plan- Pepsi in Pakistan

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Contents
ACKNOWLEDGEMENT3
EXECUTIVE SUMMARY4
CHALLENGE5
New product category5
Product line extension5
Incremental Improvement5
INTRODUCTION TO THE COMPANY5
SIGTUATION ANALYSIS7
COMPANY ANALYSIS7
MISSION STATEMENT7
VISION STATEMENT7
MARKET SHARE8
CUSTOMER ANALYSIS8
CUSTOMERS:8
CONSUMER DECISION PROCESS:9
COMPETITORS10
COLLABORATORS11
CLIMATE:12
ECONOMIC EFFECT ANALYSIS12
POLITICAL EFFECT ANALYSIS13
TECHNOLOGICAL FACTORS:14
SOCIAL AND CULTURAL ANALYSIS14
SWOT ANALYSIS OF PEPSI15
STRENGTHS15
WEAKNESSES15
OPPORTUNITIES16
THREATS16
MARKET SEGMENTATION16
BEHAVIORAL BASE16
CONGNITIVE BASE17
SELECTED MARKET STRATEGY17
PRODUCT17
BRANDING:17
LOGO18
PEPSI SLOGAN18
PRODUCT LINE19
PACKAGING19
PRICE20
PRICES OF DIFFERENT BOTTLES21
DISCOUNTS21
PLACEMENT/DISTRIBUTION CHANNEL22
INDIRECT DISTRIBUTION22
DIRECT DISTRIBUTION22
PROMOTIONS22
CONCLUSION23
SUGGESTIONS23
BIBLIOGRAPHY24
REFERENCES24
EVIDENCES24
VISITING CARDS24

ACKNOWLEDGEMENT
 
We owe our gratitude to Allah Almighty whose shower of blessings and kindness has been on us throughout the working on these pages. It is His help that we finally able to compile this document. We are indebted to our respected teacher Miss Fiaza Rehman who’s indispensable and intricate comments on various aspects conjoined with motivation made us come forth holding such as project.

EXECUTIVE SUMMARY
 
Purpose of this project is to study the strategies which Pepsi is doing in Pakistani market for its product Pepsi cola. Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. In Pakistan It also has proved itself to be the No.1 soft drink. Now days Pepsi is recognized as Pakistanis National drink Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke’s basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken.” We also did analysis of the soft drink industry in Pakistan and worldwide. The soft drinks set to become world's leading beverage sector. Global consumption of soft drinks is rising by 5% a year.

CHALLENGE
Pepsi is doing new product development on frequent interval of times. The purpose of which is to refresh the brand. By new products and innovative ideas consumers can easily be attracted. In following ways Pepsi is doing new product development.

New product category
Pepsi which is mainly a company of soft drinks after establishing a brand in Pakistan Pepsi came into several new product category. Lays, kurkuray and aqua fina, fast food restaurants are the examples of new product category. Product line extension

Mountain dew is the most recent addition in the product line of soft drinks which is very popular especially among the youngsters. However Pepsi launch its several variants with a minor difference on frequent interval of time. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan. * Line Filling

Pepsi claims that they are doing mass marketing but there was an unfilled gap in the consumers. The diabetic patient can’t use the...
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