Pepsi

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 SUMMARY 4 2 – SITUATION ANALYSIS 5  2.1 SWOT 6  2.1.1 STRENGTHS 6 1. COMPANY IMAGE 6 2. MARKET SHARE 6  2.1.2 WEAKNESSES 6 1. WEAK DISTRIBUTION 6  2.1.3 OPPORTUNITIES 6 1. INCREASING Population 6 2. CHANGING SOCIAL TREND 6 3. DIVERSIFICATION 7  2.1.4 THREATS 7 1. GOVERNMENT REGULATION 7 2. RAW MATERIAL SUPPLY 7 3. CHANGING SOCIAL TREND 7 4. DIVERSIFICATION 7 3 - MARKETING STRATEGY 8  3.1 BUSINESS MISSION 8  3.2 OBJECTIVES 8  3.3 STRATEGY 8  3.4 BUDGETS 8  3.5 TARGET 9 4 - MARKETING MIX 9  4.1 PRODUCT 10 1. PRODUCT VARIATION 10 2. PRODUCT RANGE 10 3. PACKEGING 10  4.2 PRICE 10  4.3 PROMOTION 11  4.4 PLACE 11 5-MACRO ENVIRONMENT 11  5.1 DEMOGRAPHIC 11  5.2 ECONOMIC 12  5.3 POLITICAL ENVIRONMENT 12 6 - CONCLUSION 13

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