Pepsico Marketing Strategy Critique

Topics: Marketing, Advertising, PepsiCo Pages: 5 (1341 words) Published: October 29, 2012
Gabrielle Dziadkowiec
Marketing Management
Professor Jacoby
Critique of Marketing Strategy


Executive Summary
The PepsiCo Inc. Company was first established in 1965 by the merger of the Pepsi-Cola Company and Frito Lay, Inc.. Today, the company is one of the world's leading manufacturer in the beverage industry and has also expanded to include a broader range of food and beverage brands, operating globally across more than 200 countries with its head office located in Purchase, New York. Mission and Vision Statement

The PepsiCo Inc. Company's mission statement is `to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.' Their vision is ‘to put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.’ SWOT Analysis

The company image and brand is a reputable organization and is well known all over the world. Perception is of producing a high quality product. They maintain a high quality of product control as Pepsi Cola collects sample from its different production facilities and send them for lab tests in bigger facilities. Throughout its history it has a good relation with franchisers working in different areas of the world where they have the production facilities. This is also its main strength as it has diversified in many businesses. They mainly use celebrities in their advertising campaign because people make icons, and they follow their icons. Also sponsor social activities programmes like music etc. There is much product variation in form of different packages as well as brands. WEAKNESSES

As almost in all over the world growth rate is increasing which in turn increases the demand of products and requirements. PepsiCo is part of a lifestyle change trend. As in all over the world people are rushing towards fast food and beverage because of life which has become much faster, it provide the company a favor to capture this fast moving market with its take away product. They may enter in garments business in order to promote their brand name, by making sports clothes for players that represent their name by wearing their clothes. As well as they have the opportunity to move towards juices and chips. THREATS

Target Audience
The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers. For example, PepsiCo Inc.'s diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. This type of market approach refers to market segmentation. The PepsiCo Inc. Company when advertising has a primary target market of those who are 13-24, and a secondary market of 10-39. Marketing Mix

PEPSI has much product deviation in case of brands and packages. This leads it to different age person as well as different income level people. Packaging
All products of PEPSI have very attractive packaging. Recently Pepsi has changed its logo and it is Pepsi’s 10th biggest change of logo. Because Pepsi thinks that change is must and consumer needs change and if any product is continuously consumed then its utility starts decreasing.

Prices for different packages of Pepsi are as follows:
PepsiCo advertised its products through many different ways e.g. printing media, electronic media, sign boards etc. Through TV, we have seen different advertisements of its products such as Pepsi or Dew. PepsiCo also advertise its products by targeting those favorable television programs, like sports, talk shows etc. The use of Posters are also used to create...
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