Pepsi Marketing Strategy – Marketing Strategy of Pepsi: With over 200 nations PepsiCo which is the company that owns Pepsi was the top company in the food and drinks industry with over 100 years of experience in the market industry.
The ease of buying accessibility, and affordability of tasty taste are a few of the features that customers would expect from a competitive market for non-alcoholic drinks and that’s the product offered by Pepsi which is a market-leading brand in its sector competing for neck-and-shoulder with Coca-Cola.
Pepsi At A Glance – Marketing Strategy of Pepsi
Company : PepsiCo, Inc.
CEO: Ramon Laguarta
Founder: Caleb Bradham
Year founded: 1965
Headquarters: Purchase, Harrison, NY
Products & Services: snacks, soft drinks, dairy, juices and grains
Pepsi Fun Facts: in 1898, small-town pharmacist Caleb D.Bradham looked for a name that would better describe his formula — which he was selling under the name “Brad’s Drink.” He bought the name “Pep Kola” from a local competitor and changed it to Pepsi-Cola.
Marketing Strategy of Pepsi
Pepsi’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Pepsi? Let us discuss.
Segmentation, Targeting, Positioning – Pepsi Marketing Strategy
It utilizes mass marketing strategies to concentrate on specific groups of customers with various demographics and geographical regions. Segmentation is the most important strategy that aids to assist the marketing strategy in reaching the right group of customers by offering distinct products.
Pepsi is a large-scale item that makes use of undifferentiated targeting strategies to stay more competitive and boost sales.
In the market for non-alcoholic beverages, It has established itself as a vibrant, young, and passionate brand that is challenging traditional things.
Pepsi Mission Statement
“The world’s premier consumer products company focused on convenient foods and beverages”
Pepsi Vision Statement
” Not Available”
“Lighting up lives, one bottle at a time…..Pepsi – Liter of Light”
Competitive Advantage – Pepsi Marketing Strategy
Collaborative customer relationship:
Believing in participative marketing campaigns has helped Pepsi in understanding the changing needs of the customers and segments/ potential groups of customers in different economies.
Strong Parent company:
Pepsico being present in more than 200 countries and handling 22 brands in the food & beverages segment is the leading player in the market with its facilities across the globe. Pepsi is a financially strong company offerings products in the food & beverages segment globally in large SKUs (Stock Keeping Units).
Having a diversified product portfolio, Outsourcing operations & economies of scale helped Pepsi cut down its operational cost & increasing its profitability.
BCG Matrix – Pepsi Marketing Strategy
Pepsi as well as Pepsi Diet Pepsi (Pepsi Zero Sugar) are the Cola drinks that Pepsi sells.
The products from PepsiCo in its Pepsi brand are considered to be Stars on the BCG matrix because of their popularity with the young and their emotional bond to the masses during their special occasions and celebrations.
Distribution Strategy – Pepsi Marketing Strategy
Whether the location is an urban metropolitan or rural area developing or developed, Pepsi has different models of distribution to make its products accessible to the final customer. In many countries, its products are distributed through a Direct-store-delivery network the one, which is independent bottlers & distributors, third-party distribution channels to wholesalers, retailers, and pops & mom shops in every nook & corner of the country. E-commerce sites, supermarkets, and other online stores are also the distribution centers of Pepsi.
Brand equity – Pepsi Marketing Strategy
With its high TOMA (top-of-the-mind awareness) and a high level of visibility in the stores and outlets/retail chain stores, Pepsi is giving head-on challenges to other beverage companies.
Numerous community engagement programs in various fields of music and sports have assisted Pepsi as well as its subsidiary company PepsiCo in establishing a solid brand connection, memory as well as human connection.
Pepsi has been a sponsor of many internationally renowned sporting events like the ICC cricket world cup FIFA world cup in 2015 among more that have boosted its brand’s equity. Equity is the result of individuals’ willingness to shell out more for the brand as well as an inability to compromise.
Competitive Analysis – Pepsi Marketing Strategy
Large corporations like Coca-Cola, Nestle, Mondelez, etc. in the nonalcoholic beverage market employ the same or similar strategy as their competitors. The only method to distinguish the products and keep customers is to have robust branding strategies, which result in an appeal in the market. Local competitors in addition to counterfeit items are the main problem Pepsi has to face. In the Cola market, the primary rival of Pepsi has to be Coca-Cola.
Market Analysis – Pepsi Marketing Strategy
Health awareness and education reforms, changes in the demand pattern, growing costs for labor, Socio and economic, and cultural shifts are just a few of the variables that affect the market for non-alcoholic drinks in general.
While in the developed countries demand has been saturated due to the numerous alcoholic and non-alcoholic beverage companies and the increase in demand is evident in developing nations because of the rise in the reach of these companies to rural and remote regions, and because of the evolving way of life and economic environment as well as changing purchasing habits. In the non-alcoholic beverage sector, the likelihood of customers switching brands or products that complement it such as mineral-based water and tea or coffee is extremely high.
Customer Analysis – Pepsi Marketing Strategy
A client from Pepsi can be described as a retail customer as well as a reseller. In the segment of resellers, retail stores and wholesalers distributors convenience stores, pops and moms’ stores, as well as online e-tailers, are customers of Pepsi. In the Retail segment, consumers of all ages could be potential customers because it’s a product that is widely available. Certain products are designed for a specific segment of the population, for instance, Pepsi diet and Zero-O Sugar for all who are conscious of their health.
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