Pepsi

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School of Business Economics and Management
Course: Introduction to Marketing

Team Project: Marketing Plan For Pepsi For 2013

Team Members: Tamara Popovska
Shkurte Lamallari
Milorad Stojanov
Panche Damjanski Fall 2012

Contents
1 - EXECUTIVE SUMMARY4
2 – SITUATION ANALYSIS5
2.1 SWOT6
2.1.1 STRENGTHS6
1.COMPANY IMAGE6
2.MARKET SHARE6
2.1.2 WEAKNESSES6
1. WEAK DISTRIBUTION6
2.1.3 OPPORTUNITIES6
1.INCREASING Population6
2.CHANGING SOCIAL TREND6
3.DIVERSIFICATION7
2.1.4 THREATS7
1.GOVERNMENT REGULATION7
2.RAW MATERIAL SUPPLY7
3.CHANGING SOCIAL TREND7
4.DIVERSIFICATION7
3 - MARKETING STRATEGY8
3.1 BUSINESS MISSION8
3.2 OBJECTIVES8
3.3 STRATEGY8
3.4 BUDGETS8
3.5 TARGET9
4 - MARKETING MIX9
4.1 PRODUCT10
1. PRODUCT VARIATION10
2. PRODUCT RANGE10
3. PACKEGING10
4.2 PRICE10
4.3 PROMOTION11
4.4 PLACE11
5-MACRO ENVIRONMENT11
5.1 DEMOGRAPHIC11
5.2 ECONOMIC12
5.3 POLITICAL ENVIRONMENT12
6 - CONCLUSION13

1 - EXECUTIVE SUMMARY
The purpose of this marketing plan is to develop an understanding about how PEPSI is marketed and distributed in the market (Product, Price, Promotion and Distribution). In this project different analysis are performed such as, company image, mission statement, goals & objectives, core  business areas, SWOT analysis, industry analysis, marketing  program, target  markets, marketing strategy, marketing environment, point of differences & positioning.  

2 – SITUATION ANALYSIS
Prilep Brewery was founded in 1924 (hence the 1924 in the title). That period was characterised by manual production, which grows year after year and at the beginning of the Second World War reaches 8000 hectolitres per annum. In 1966 the production jumped to 42,000 hectolitres beer per annum. In that period was the biggest production of dark and light beer “Krali Marko” that was fermented in wooden barrels, and was bottled in glass bottles. Bigger investment in the Brewery was undertaken in 1972 when the production increased to 86,000 hectolitres of beer. By overtaking of the management by young highly educated staff, in 1975 the rapid growth of “Prilep Brewery” started as well, and in the next 3 years the production has jumped to 250,000 hectolitres of beer per annum. “Prilep Brewery” got a production licence for the world brands Pepsi and Mirinda in 1980, so that in 1991 received recognition for the highest sale of Pepsi, with an absolute volume, in the region of former Yugoslavia and Albania. In 2000 it launched the beer "Zlaten dab", which is characterised with a high quality and excellent taste. Nowadays “Prilep Brewery” is privately owned. The investments in the high technology have turned it into one of the most modern breweries on the Balkans. The annual capacity of the boiling facility is 582.000 hectolitres of beer per annum. In addition to that, it still bottles the licensed drinks Pepsi, Mirinda, 7 UP, and Evervess, as well as the fruit juice Bloom. It expanded its assortment in 2002 by acquiring a licence for production of fruit juices – nectars Bloom. * 2.1 SWOT

* 2.1.1 STRENGTHS
1. COMPANY IMAGE
It also is a reputable organization and is well known all over the world. Perception is of producing a high quality product. 2. MARKET SHARE
It has a high market share i.e. 40% in Macedonia and leading a far step headfrom its competitors * 2.1.2 WEAKNESSES
1. WEAK DISTRIBUTION
They lack behind in catering the rural areas and just concentrating in the urban areas. * 2.1.3 OPPORTUNITIES
1. INCREASING Population
As almost in all over the world growth rate is increasing which in turn increases the demand of products and...
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