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Case Study of Pepsi Marketing Strategies

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Case Study of Pepsi Marketing Strategies
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MARKETING STRATEGIES OF PEPSI

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CONTENTS
SR. NO. TOPIC PAGE NO. 4 4 5 6 7 8 8 9 10 11 11 11 12 12 11 11 12 14 15 16 17 19 19 21 21 22 22 23 23 24 25 25 26 26 27 28 28 29 29 30 31 32 33
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I PepsiCo Mission…………………………………………………………… II A Brief Pepsi History ……………………………………………………... III Corporate Profile: PepsiCo In India………………………………………. 3.1 Origin Of PepsiCo India………………………………………… 3.2 From Joint Venture To Wholly Owned………………………… 3.3 Corporate Management................................................................ 3.4 Diverse Product Portfolio ……………………………………… IV Soft Drink Market In India………………………………………………… V Consumer Habits And Practices…………………………………………… VI The Market Survey………………………………………………………… 6.1 Market Segmentation………………………………………………….. 6.1.1 Route Market………………………………………………….. 6.1.2 Home Market………………………………………………….. 6.1.3 At Work Market……………………………………………….. 6.2 Target Market…………………………………………………………. 6.2.1 Target Segment – Youth………………………………………. 6.3 Market Share………………………………………………………….. 6.4 Distribution Network…………………………………………………. 6.4.1 Distribution in Rural Areas: The Hub and Spoke Model........... 6.4.2 Distribution in Urban Areas: Direct Store Distribution............. 6.4.3 Distribution Strategy………………………………………...... VII Branding Strategy………………………………………………………….. 7.1 Attributes for a Strongest Brand Share………………………... VIII Marketing Strategies………………………………………………………. 8.1 A Unique Pricing Strategy “Chota Pepsi”……………………….. 8.2 Online Advertising………………………………………………. 8.2.1 Pepsi zone……………………………………………….. 8.3 Oye Bubbly! ………………………………………………… 8.3.1 Review Of Oye Bubbly Campaign…………………….. 8.3.2 Oye Bubbly & Yahoo Tie-Up…………………………... 8.4 Pepsi Blue Billion ………………………………………………. 8.5 Pepsi Toss Ka Boss …………………………………………… 8.6 Pepsi Gold………………………………………………………. 8.7 Pepsi Café Chino ……………………………………………….. 8.8 Youngistan Campaign…………………………………………... 8.9 Pepsi First Ball Ka Captain……………………………………... 8.10 Pepsi’s Rural Marketing Strategy……………………………….. IX
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