Managing the Total Marketing Effort
1.0 Executive Summary - Pepsi Cola Group is a well established public company that develops, manufacturers, and distributes beverages worldwide, including products for our target market, such as Ben & Jerry’s Milkshakes and many other flavored drinks. We believe that a new market exist for flavored milk; we plan to utilize our global marketing expertise to aggressively pursue this market. Marketing of the flavored milk beverage will be vital to ensuring that children are given a healthy alternative to soda and giving Pepsi a chance to make a difference in the community. After noticing the widespread of obesity amongst kids in the sixth through seventh grade, Pepsi realized that there was a need to produce a healthy and refreshing alternative drink to replace soft drinks.
We have 100 bottling plants and 545 distribution centers around the world and we are well positioned to provide a new product to children around the world (Pepsi Cola Group.com).
Pepsi is entering into an already established market. Some of its competitors include: Private Label, Nestle Nesquik, Deans, Kemps, Borden Milk Products, Hershey’s, Mayfield, Garelick Farms, Hershey’s-Morningstar, and Prairie Farms (findarticles.com). The keys to Pepsi’s success will be the continual innovation and diversity in the flavored milk market.
Pepsi’s mission is to provide its customers (ages 6-12) with a healthy drink that contains and meet all the nutrition guidelines approved by the Food and Drug Administration (FDA). Our goal is to exceed and strengthen our product offer from competitor’s products in the market. With approximately 30 million children in the US between ages 6 to 12 we plan to enter the market in the first year with a conservative 3 percent of the target market in schools, since children are more likely to drink flavored milk on a regular basis at school than at home (nutritionexplorations.com). Due to school vacations and holidays, we will also introduce this new product on the retail
We have 100 bottling plants and 545 distribution centers around the world and we are well positioned to provide a new product to children around the world (Pepsi Cola Group.com).
Pepsi is entering into an already established market. Some of its competitors include: Private Label, Nestle Nesquik, Deans, Kemps, Borden Milk Products, Hershey’s, Mayfield, Garelick Farms, Hershey’s-Morningstar, and Prairie Farms (findarticles.com). The keys to Pepsi’s success will be the continual innovation and diversity in the flavored milk market.
Pepsi’s mission is to provide its customers (ages 6-12) with a healthy drink that contains and meet all the nutrition guidelines approved by the Food and Drug Administration (FDA). Our goal is to exceed and strengthen our product offer from competitor’s products in the market. With approximately 30 million children in the US between ages 6 to 12 we plan to enter the market in the first year with a conservative 3 percent of the target market in schools, since children are more likely to drink flavored milk on a regular basis at school than at home (nutritionexplorations.com). Due to school vacations and holidays, we will also introduce this new product on the retail