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Group no:- 4
Guided by:- Prof. Himanshu Dubey
S T PSegmentation,Targeting,positioning
INTRODUCTIONPepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898.
INTRODUCTION
Introduced in May, 1886 by Dr. John S. Pemberton in Atlanta, Georgia.
Returned to India with Thums up in 1993.
Owns brands like Coca Cola, Thums up, Fanta, Sprite, Kinley, etc
Strong Distribution Network –> 10-tonne trucks & open bay three-wheelers to reach remote areas.
Enormous Job Opportunities
SegmentationDemographic
Basis Pepsi Coca-ColaAGE 18-29 14-64GENDER Male,Female Male,FemaleFAMILY SIZE 1-2, 3-4,5+ 1-2,3-4,5-6+FAMILY LIFE CYCLE Married,
Unmarried Married, Unmarried
Psychographic Basis Pepsi Coca-cola SOCIAL CLASS Middle,Upper Middle,Upper LIFESTYLE Actualizes,
Fulfilled, Believers, Achievers,Strgglers
Strivers.Experience’s Makers.Achievers.
BASIS Pepsi Coca-colaOccasions Parties,sports Regular OccassionsBenefits Quality Taste Brand ImageUser status First time User First time UserLoyalty status Strong Committed in heart and
mind.Readiness stage Aware,Interested Advertising conscious
Behavioural
Targeting Pepsi Coca-cola BY TERRITORY -Eastern Region -Central Region
Youth Generation
Niche Marketing Declining Sales of carbonated drinks and producing specific products.
e.g:- Code Red, Pepsi Blue .
BY TERRITORY- Central Region- Northern Region
- Eastern Region
Youth Generation.
Co-Target Market- Old People
Positioning Pepsi:- “The Next Generation” “Healthy Snacking Alternatives” “Non Carbonated” “For Those Who Think Young”
Coca-cola:-Leadership:-”A courage to shape a better future” Collaboration:- “Leverage collective genius”Integrity:- “Be Real”Accountability:-”If it is to be, it's up to me”Passion:- “Committed in Heart & Mind”Diversity:- “As a inclusive as our brand”Quality:- “What we do, we do well”
SWOT ANALYSIS
Strengths Company Image Quality Conscious Good Relation
with Franchise Market Share Large No. of
diversity businesses
Sponsorships
Weaknesses Decline in taste Political Franchises Short term Approach Weak Distribution Financial Downfall
Pepsi:-
CONT….Opportunities
Increase Population Changing Social
Trend Diversification Distribution of
Snack Foods
Threats Government
Regulation Non-Carbonated and
other Competitor’s Substitutes
Corporation’s Shortage Problem
Threat of Labor Strikes
SWOT ANALYSIS
STRENGTHS• Brand Image• Distribution Network• Bottling Division• Advertising Campaigns
WEAKNESSES• Attrition Rate• Loss Making Unit• Health Hazards
OPPORTUNITIES• Focus on Carbonated drinks• Venture into Traditional Beverages
THREATS• Pesticide Controversy• High Bargaining power of buyers
Market share
PepsiCoca-colaothers
21%
47%
32%
The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of PEPSI and coke efficiently and present them in such a manner so that it can motivate the consumer and generate a thirst in consumer to consummate it.
Conclusion
Questions welcomed?
Thank You.