Pepsi Cola Marketing Strategy PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new- product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel. Pepsi's hope is to usher in a new era, and to give them a clear-cut advantage over their rival's, Coca-Cola. By following closely the six steps of the new-product development process, the company could expect such benefits as: improved teamwork, less re-working, earlier detection of likely failure, and higher success rates. (Rix, Peter, 2001, Marketing, A Practical Approach). Stage One: Generating New-Product Ideas The first step for Pepsi Cola to undertake is to generate ideas for the new product. There are many different alternative ideas available to help Pepsi through this process. They shoul...
Pepsi needed a strong regional partner. Pepsi had been falling behind to Coke in Mexican market. However, changes in the regulatory environment had cut Coke’...
In recent years, PepsiCo has become more dedicated to environmental sustainability by continuously looking for new ways to cut costs and increase efficiency but at the same time not reducing product quality. They are also committed to minimizing their impact on the environment through energy and water conservation and by reducing the amount of packaging materials. (Environmental Sustainability) PepsiCo uses water in almost every aspect of their manufacturing p...
The Coca-Cola company has long been known as one of the leading international soft-drink corporations. Due to the rising frenzy concerning global climate change and the need to be ‘green’, Coca-Cola began monitoring and evaluating the company’s production and distribution methods in order to determine whether it was an ecologically responsible company. In an effort to present itself in a greener light, Coca-cola has acquired more natural brands, with Odwal...
to fight in the center of the arena, but have a sudden change of mind
PepsiCo’s produces most of the popular drink names: Pepsi, Diet Pepsi, Pepsi Max, Tropicana, Gatorade, 7up, Mountain Dew, Lipton Brisk, Aquafina, Amp, SoBe, and Starbucks bottled beverages. But in the 2012 the main focus for PepsiCo was to draw more attention to their products Pepsi, Diet Pepsi, and Pepsi Max. Through the marketing campaign they have designed ways where the consumers can win prizes through interacting with PepsiCo’s social media components and promotion. Also, the Ultimate Taste Challenge is where PepsiCo sends out street teams to attract the consumers to attend; this is another promotional strategy. Actual cost was not a focus for PepsiCo in 2012; their main goal was to reach more of their market and increasing their sales. The only “price” mentioned in the case is the time the buyer wi...
Useem, M. (2008). New Ideas for This Pepsi Generation. (cover story). U.S. News & World Report, 145(12), 49.
PepsiCo products are one of the most recognized brands around the world. Today they have one of the largest variety of products but not everyone knows how this recognized company came to be. And it all started in the late 1890’s in New Bern, North Carolina by a pharmacist named Caleb Bradham. He was trying to make money off the recent success of Coca-Cola so he formulated his soda called “Brads Drink”. This would later be renamed Pepsi after he purchased the name trade mark name “Pep cola” for one hundred dollars. After this purchase Bradham paid an artist to create the Pepsi logo shortly after the logo was made ninety-seven shares of stock were issued.
you can have a turn on the fortune wheel to win prizes such as Pepsi
The A-Team has introduced a new product called Pepsi Platinum for the company, PepsiCo, in Phase Two. This dissertation will identify segmentation criteria that will impact PepsiCo target market selection. This dissertation will describe the organizational buyers and consumers of Pepsi Platinum and factors that influence their purchasing decisions and discuss how these factors will impact PepsiCo’s marketing strategy. Finally, this phase shall analyze current competitors and define the competitive landscape for Pepsi Platinum.
With the two main competitors being with PepsiCo and Coca-Cola in the beverage manufacturing industry and both companies producing multiple products, it is no wonder why they are head to head in almost everything they produce. PepsiCo has their headquarters located in New York (Hoovers.com), with over 274,000 employees totaled for the year of 2013. PepsiCo was founded in 1919 and have their primary industry considered ‘Soft Drink Manufacturing.’ Going back on Hoovers, PepsiCo surpassed $66 billion in 2013 with a net income of $6.74 billion (Hoovers.com). PepsiCo relies heavily on their marketing skills and the ability to advertise their product and make their product the go to for consumers, “To promote its products, PepsiCo uses a combination of sales incentives, discounts, advertising, and other marketing activities. Advertising and other marketing activities totaled $3.7 billion in 2012 vs. $3.5 billion in 2011” (Hoovers.com). On Hoover, it went on further to state what PepsiCo’s strategy is, “Key to PepsiCo's growth strategy is to drive snack brands to new markets as it bolts on new and more nutritious foods categories through small acquisitions and alliances.”
PepsiCo is one of the most recognized names in the snack and beverage industry, with brands like Frito-lay, Gatorade, Tropicana, and Quaker, however, it is best known for its flagship soft drink brand - Pepsi and its rivalry with Coca-Cola. To begin, PepsiCo first caught my Interest in the way it manages its business and markets its products. PepsiCo being a relatively young company compared to its rival Coke, has proven to be a formidable opponent going “head to head” with one of the biggest companies in the world (Coca-Cola). Now, when I notice PepsiCo’s growth, the first thing that came to my mind was that it is thanks to its great marketing campaigns, that Pepsi has grown to become the globally recognized brand that it is today. I also admire PepsiCo because I think the there is a high level of entrepreneurship in the way they acquired smaller brands like Gatorade thereby eliminating their competition before they become competition.
By the leader and or leaders not stating that they need a new formula, members would have probably come up with ideas such as introducing a new product instead tailored to Pepsi drinkers taste and not tinker with a winning product already. They definitely should have used a devil’s advocate to argue why their changing the formula was a bad idea, I’m sure the point of what about the current Coca-Cola’s consumers that already like and drink Coke would have come up. The most important thing was of course that they should have considered their already loyal consumers views, and not have focused so much on winning such a narrow group of Pepsi consumers, better research through surveys of their loyal customers should have revealed their feelings about a change in their beloved product and that the customer is king and not the executives when it comes to success or failure of a
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International (PCI) executives conceived of a plan to create a new tagline and re-brand all existing Pepsi products, signage, advertising materials and in-store display units. The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness.
Control of market share is the key issue in this case study. The situation is both Coke and Pepsi are trying to gain market share in this beverage market, which is valued at over $30 billion a year. Just how is this done in such a competitive market is the underlying issue. The facts are that each company is coming up with new products and ideas in order to increase their market share.
Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods. Its major product, Pepsi Cola, is one of the most popular carbonated beverages. Besides that, PepsiCo owns the brands Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda and SoBe. In order to maintain, or preferable expand, its market share, PepsiCo constantly introduced new products under its brands. This is a marketing strategy known as Product Development. By modifying the formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated beverages under the brand of Pepsi. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduce in 2004, Pepsi Lime introduced in 2005, and Pepsi Ice introduced in 2007. Some of the products survive and being accepted by consumers, however large number of the new formula Pepsi had failed and been removed from the market shelves in as short as 6 months.