The Marketing Plan for the Health Pure Fruits Drinks

Topics: Marketing, Coca-Cola, Carbonated water Pages: 7 (2438 words) Published: December 8, 2012
or The Marketing Plan for the Health Pure Fruits Drinks
Pepsi, as one of the most successful drinks brands, has more than 100 years’ history since it established. At the beginning of Pepsi, it was made by a pharmacist to treat stomach illness in 1898. Nowadays, PepsiCo is an international corporation within more than One hundred and forty thousand employees around two hundreds countries. During the evolution of Pepsi, it insisted consistently on its marketing position which concentrates on the youth market. As a coordination of the target market, Pepsi had to permeate fresh element into the production continually to attract younger customers’ attention. Instead of increased the production of traditional product, PepsiCo has created several business in other domains. The branches of PepsiCo are close to one hundred companies, which include fast-food restaurants, Pepsi Drink Company, Transport Company and Sports goods Company. In face of the threat and challenge by the competitor such as Coca-Cola, Pepsi had to expand the product category in its drink production. As yet, Pepsi has its carbonated beverage series, Tropicana pure premium, and instant tea series. During the fierce market competition, Pepsi regarded its advertisement as the key to win. As a spread of the company brand concept, Pepsi chosen football and music field to be its brand foundation and the culture carrier of enterprise. Through the celebrity effect, the enterprise vitality and Product image development of Pepsi was performed adequately. Now, Pepsi obtained its breakthrough relied on the powerful media communication and huge star team support. Nowadays, the biggest competitor Coca-Cola has created a great many different series in it carbonated beverages. In the purpose of contend with Coca-cola, Pepsi is going to develop more types of product.

Current Marketing Situation
Pepsi-Cola Company’s main product is carbonated drink; now, the company will launch functional pure fruit drink beverage. Sugar apple flavor and prunes taste will be included in this project. The two fruits are uncommon to the mainland China so they may attract consumers to attempt. The company will gain advantaged position in the market not only because of their special taste but also for they can bring different benefits to human body. From the outside, the per capita consumption quantity fruit drink is less than 1.5 liters so far. However, at present the per capita reach 30 liters in European and American market. It is likely that China's market have a great potential of development need to be discovered compare to the developed countries' market. Since 2002 year, China's drink market step into fruit drink stage. According to research, domestic fruit beverage market increase production to 2130,000 tons and it rise 45.84% more than previous years. In spite of global recession, the output of Chinese fruit juices market still have 6.88% increase rate in 2011. It can be seen that there is a large customer’s demand in China's market. The sodas market becomes a mature market and the development space is limited. Furthermore, people focus on healthy than before. For these reasons, Pepsi -cola have demand to open a new market to satisfy the changing market. The foot drink market may become a new growth sales area in the Pepsi Company. From the view of internal, although the company has various series of drinks, it lacks of pure foot beverage to rich its categories of goods. The two new flavors fruit drinks can benefit for the product mix strategy in Pepsi-colar Company. In order to have further analysis to the market, new section will respectively represent product and competitor features. Product review

The features of sweetsops and prunes on the list below
A. Sweetsops
1, taste: sweet and fragrant
2, location: Guangxi province, Taiwan
3, efficacy: antitumor, skin whitening, it is beneficial for diabetics B. Prunes
1, taste: sour
2, location: American
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