Internal analysis (marketing plan)

INTERNAL ANALYSISReported by: BSBM 401 Beverly Jean Gomba Kimberly MangalindanMaycie Rose Panaligan

Regilisa Perez

A company background or comprehensive research about the

company.

Pepsi was introduced to the Philippines by

American soldier during World War II and became an instant hit among the Filipinos enjoying its sweet taste. Recognizing Pepsi’s market potential in the country . John P. Clarkin of Minnesota who in the American liberation forces applied for a franchise to battle Pepsi in the country. On October 16, 1946, Clarkin organized the PEPSI COLA BOTTLING COMPANY IN THE PHILIPPINE ISLAND LTD. and became its first President and general manager. The company’s first office was located at Quezon City at Aurora Blvd. More bottling plants were established throughout the archipelago

History

To manufacture superior, quality soft drinks

that will always satisfy the consumers consistently with the best service in the industry.

To gain their status as the number one soft drinks company in the Philippines as their over all version.

Mission/ Vision

Product/Service offerings

Selling Prices and Pack sizes

£3.79 any 2 FOR £5.00(14.4p / 9.5p / 100ml)Pepsi Max (8x330ml)

Pepsi Beverage Company operates in the United States, Canada and Mexico and encompasses approximately 75 percent of PepsiCo's North American beverage volume.

Distribution Network

The battle between PepsiCo (PEP) and Coca-Cola (KO) is world famous. Both companies are among the world's largest beverage suppliers. Their products, distribution locations, customers, even advertising campaigns are very similar. In fundamental economics we exemplify Coke and Pepsi as perfect substitutes to each other. They are both producer and retailer of carbonated and non-carbonated beverages. Surprisingly, both companies have market caps right above $110 billion. However, their past performance, current fundamental ratios, and future estimations are slightly different.

Highlights of Historical Performances

Sources: MARKETING STRATEGIES OF PEPSI COLANOVELETA, CAVITE (a marketing research of Richard Crisostomo, Marian Erilla, and Mylene Espanol)

Pepsi-co-family.comSeeking alpha.com

Thank you!

REVIEW CURRENT MARKETING EFFORTS

A. Current Target Market review the group of the people which the

company/brand/product line services with mutually satisfying exchanges.

B. Positioning Statementreview of the current and potential customer’s overall

perception of the brand, product, product line or organization in general.

C. Current Sales Performance including Sales Mix Distribution

D. Current Marketing strategies and Activitiesdescribe the present marketing strategies used and the

corresponding activities.

E. Current Marketing Problems and Concerns

COMPETITIVE ANALYSIS

The practice of analyzing the competitive environment in which your business operates (or wishes to operate),

including strengths and weaknesses of the businesses with which you compete, strengths and weaknesses of your own

company, demographics and desires of marketplace customers, strategies that can improve your position in the marketplace, impediments that prevent you from entering new markets, and barriers that you can erect to prevent

others from eroding your own place in the market.

DEFINING COMPETITORS  ANALYSIS OF COMPETITOR STRENGTHS AND

WEAKNESSES ANALYSIS OF INTERNAL STRENGTHS AND WEAKNESSES ANALYSIS OF CUSTOMER NEEDS AND WANTS

 ELEMENTS OF COMPETITIVE

ANALYSIS

You should know who else sells in your market. You can’t easily describe a type of business without describing the nature of the participants. There is a huge difference, between:

- players in the industry including the company under study- including both direct and indirect competitors

Industry participants

The core solution is based on a Brand Reputation Index

-a tool which measures dimensions of brand equityBrand equity

-is the sum of several dimensions that can be separately identified and measured , such as:

• awareness• Familiarity• image/personality• Associations• product/service availability• brand preference• loyalty

Comparative brand performance that may include market shares, awareness level, trial

level, user ship level, attribute perception rating and other relevant measures

Comparative analysis of each competitor’s

strategies and characteristics along ff.

lines.

A. TARGET MARAKET   Group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.

B. POSITIONING Process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

  C. PRODUCT An item that ideally satisfied the market want or need.

Example. Coca cola’s product

Coke.Sprite.Diet Coke.Coke zeroRoyalReal leaf

Pepsi’s ProductsPepsiTeemMirindaPepsi MaxPepsi LemonPepsi BlueMountain Dew7up

D. PACKAGING AND LABELING

E. MERCHANDISINGF. PRICEG. DISTRIBUTION NETWORK

Example: Direct Selling

In direct selling they supply their products in shops by using their own transports.

H. PROMOTION

Example:Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Advertisement TV commercials etc.

THANK YOU FOR LISTENING!

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PREPARE FOR A QUIZ!

1. It tells about the company background or comprehensive research about the company.

2.It is the practice of analyzing the competitive environment in which your business operates.

3-6. Elements of competitive Analysis.

7. Group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.

8. Process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization .

9. An item that ideally satisfied the market want or need.

10. It is the sum of several dimensions that can be separately identified and measured.

Answer1. Internal Analysis2. Competitive Analysis3-6• DEFINING COMPETITORS ANALYSIS OF COMPETITOR STRENGTHS AND

WEAKNESSESANALYSIS OF INTERNAL STRENGTHS AND WEAKNESSESANALYSIS OF CUSTOMER NEEDS AND WANTS

7. Target Market8. Positioning9. Product10. Brand equity