Marketing Plan - Pepsi

Topics: New Zealand, Marketing, Energy drink Pages: 12 (3309 words) Published: October 16, 2012
An Introduction Of
PepsiCo’s Brand New Energy Drink
Name: Nguyen Chau Phi Yen
ID: 1116462
Date: August, 2011

The main purpose of this marketing plan is analyzing and examining the New Zealand energy beverages market to prepare for PepsiCo brand new energy drink category: Strawberry Sting – no fat, low sugars, high sodium and calories with sweet strawberry flavor to meet one of PepsiCo objectives: “sustainably and profitably develop company's beverage business worldwide”. (PepsiCo, 2011). Indeed, the potential market for this new product is generation Y consumers (from 18 to 24 years old), especially male. PepsiCo is a big manufacturer, marketer and distributor of snacks, foods and beverages. Hence, company’s situation and competitors’ information will be analyzed and predicted carefully in marketing environment, base on give crucial factors and strategy. Characteristics and price of Sting might come up with advantageous and competitive states which will be clearified in marketing plan.

Table of Contents

1.Market Analysis:5
1.1.Market Size:5
1.2.Market Trend:6
2.Customer Analysis:7
3.Competitor Analysis:8
4.Company Analysis:9
5.SWOT Analysis:9
1.Market Positioning:12
2.Develop Marketing Mix:12

PepsiCo is an American multinational corporation that was founded in 1898 and it is also known as a world leader in producing snacks, foods and beverages. PepsiCo’s, especially PepsiCo Australia and New Zealand’s growth is a consequence of their ability to impress, develop and keep world-class consumers. Furthermore, PepsiCo is being chosen as a Australia and New Zealand’s fastest growing and favorite convenience food and beverage company and “taste the success!” is company’s motto and goal. (PepsiCo, 2011). In PepsiCo’s product chain, there are 63% foods and 37% beverages. With 19 mega brands coming from 2 main categories of foods and drinks such as: Pepsi-Cola, Gatorade, Tropicana, 7Up, Lipton Teas, Cheetos, Aquafina and so on, PepsiCo gained approximately $1 bilion of profit in 2010. This report’s purpose is to clarify marketing plan which consists of introducing and developing a brand new product in New Zealand energy and sports drinks market. This energy drink is now only available in Vietnamese market and it will soon come to New Zealand – Strawberry Sting from Pepsi. Many characteristics and price of product which can make it become beneficial and competitive will be clearly stated. Otherwise, due to some biased and unbiased reasons, there are many unavoidable limitations in this marketing plan.

1. Market Analysis:
1.1. Market Size:
In the world market size, non-alcoholic drinks are now become high demand products and New Zealand has just contributed small part, especially sports and energy drinks. However, energy and sports drinks have a steady development through six latest periods of time and they are predicted to increase continually in the future. In brief, energy and sports drinks market might have a great impact on foods and beverages industry in the future.

Figure 1: Energy and sports drinks market share in New Zealand (2005 – 2010).

(Euromonitor, 2011).
It is can be seen from the figure 1 that energy and sports drinks market size in New Zealand climbed slightly year by year. Despite taking a small percentage in world market size, the total sales of energy and sports drinks went up by 10% to 26.2 million litres in 2010. The demand for this kind of products remained steadily in 2010.

Table 1: Total...

References: AC Nielsen (NZ) Limited. (2006). AC Nielsen Market Information Digest 2006. Retrieved 31 August, 2011, from the AC Nielsen Market Information Digest database.
Centre For Business Interdisciplinary Studies
Euromonitor International estimates. (2011). Sports and Energy Drinks in New Zealand. Retrieved 31 August, 2011, from
Kotler, Brown, Burton, Deans, Armstrong
Kotler, Brown, Burton, Deans, Armstrong. (2010). Pricing for value. In Marketing 8e (pp. 393). Australia: Pearson.
Metabolism. (n.d.). Retrieved 31 August, 2011, from
NZ, Aus energy drink guidelines to be reviewed
PepsiCo. (2011). Annual Report 2010. Retrieved 31 August, 2011, from
PepsiCo. (2011). Our History. Retrieved 31 August, 2011, from
PepsiCo Vietnam. (2011). PepsiCo World. Retrieved 31 August, 2011, from
Roy Morgan Research
AVG PRICE PER PACK | $2.88 | $2.93 | 1.7% |
(A.C Nielsen, 2011a).
Energy and sports drinks | 194.0 | 207.6 | 221.1 | 234.4 | 247.3 | 259.6 |
(Euromonitor, 2011a).
(Roy Morgan Research, 2008a).
(Roy Morgan Research, 2008b).
Appendix 5
(Roy Morgan Research, 2008c).
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