Marketing Plan for New Pepsi Product Essay

Marketing Plan for New Pepsi Product Essay

Length: 1946 words (5.6 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Marketing Plan: Phase Two
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.
Segmentation criteria
In order for PepsiCo to be successful in selling Pepsi Platinum, the company must research the marketing community. The best way to create a strategic marketing plan is to understand the target market in the beverage and sports drink business. PepsiCo must ask, “What is the demographic of this market, what are psychographics and behaviors of the specific market that PepsiCo, in regards of selling this brand, desires to reach?” Understanding our customer needs, and competitors offerings will help PepsiCo create a strategically integrated marketing plan. The principal to any successful marketing strategy is to understand the customers and their needs. The ability to satisfy customers' needs better than the competitors, will first be, that PepsiCo build customer loyalty and increase sales (Business Link, 2007). Marketing research uses many methods to obtain its results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo such as Coca Cola, Jones Soda, and Mo...

... middle of paper ...

...s discomfort.

Accelerade (2007). Advance sports drink. Retrieved October 20, 2007 from
Business Link. (2007). Create your marketing strategy. Retrieved October 20, 2007, from (2007). Retrieved October 20, 2007 from
Perreault, W., & McCarthy, J. (2004). Basic marketing: a global-managerial approach.
New York: McGraw-Hill.
SRI Consulting Business Intelligence (2007). Bringing future in focus. Retrieved
October 21, 2007, from
The Coca-Cola Company (2007). Retrieved October 19, 2007 from
The Search Agency (2007). Competitive landscape. Retrieved October 20, 2007 from

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Outline Of Pepsi And Pepsico Essay

- Outline-Pepsi/PepsiCo I.) Introduction a.) Pepsi is a brand far more complicated than just a simple cola product. The company, PepsiCo, has a wide spectrum of marketing perspectives that are vital to the consumers and the company. b.) PepsiCo is a global food and beverage corporation based in New York. The company was formed in1965 with the merger of Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo grew bigger with the 1998 acquisition of Tropicana and the 2001 merger with Quaker Oats. The company has several different products that are known globally....   [tags: Marketing, Coca-Cola, PepsiCo, Pepsi]

Powerful Essays
2038 words (5.8 pages)

Pepsi International Festival At Cardinal Health Essay

- Pepsi Participation in International Festival at Cardinal Health In 1965, the Pepsi Company was formed under the leadership of Lay Company and Donald Kendall. In 1986, the company mixed its market through combined foods and beverages. Consequently, in 2001, the PepsiCo merged with the Quaker Oats resulting in a huge $25 billion organization. In addition, in 2007, the PepsiCo Company restructured into three business units, namely the food unit based in the US, drinks contained in the US, and foods and drinks distributed around the world....   [tags: Marketing, PepsiCo, Pepsi, Pricing]

Powerful Essays
762 words (2.2 pages)

Essay on Marketing Plan For Pepsi Cola 's Headquarters

- 1.2 PepsiCo was created in 1989 by pharmacist Caleb Bradham. It was originally named “Brads Drink” but because of the pepsin and kola nut ingredients Bradham decided it would be better to call it Pepsi-Cola. In 1910 Pepsi franchised to 24 states and sold over 100,000 gallons of their syrup annually. In 1923 Bradham sold the trademark to Craven’s Holding Corporation, who shortly after sold it to a New York stockbroker named Roy C. Megargel. Within a few years the company was earning over a millions dollars and was on its way to making history....   [tags: Pepsi, PepsiCo, Pollution, Diet Pepsi]

Powerful Essays
1395 words (4 pages)

Pepsi Is A Sugary, Fattening Soda Essay

- The traditional view of Pepsi is a sugary, fattening soda. In order to combat this negative connotation, Pepsi introduced Diet Pepsi to the public in 1964. Diet Pepsi is no calorie, no carbohydrate, no sugar carbonated cola soft drink, the first of it’s kinda. In order to obtain the famous “0 cals, carb, sugar” slogan on the front of the slim can, alternative sweeter substitute the sugars found in regular Pepsi. The idea of Diet Pepsi not containing any of the three sins to a dieting women made them an easy target for advertising....   [tags: Nutrition, Soft drink, Diet Pepsi, Dieting]

Powerful Essays
1159 words (3.3 pages)

Pepsi Elements Of Marketing Strategy Essay example

- Pepsi Elements of Marketing Introduction PepsiCo is the second largest nation wide food and beverage industry in the world. This company has twenty-two brand names that collectively bring in billions of annually funding from retails. Their main focus is to produce pleasingly food and beverage within the company that are valued to household names throughout the world. The marketing strategy and mix both are connected to target marketing focusing on the company needs and wants in a large group setting....   [tags: Marketing, Brand, Advertising, Target market]

Powerful Essays
719 words (2.1 pages)

Pepsi Col A Successful And Sustainable Company Essay

- After the war ended sugar prices climbed from 3 cents to 28 cents per pound. Nearly in complete failure, Mr. Bradham purchased a large quantity of the high priced sugar to try and save the company, but this ultimately lead to the company 's downfall. Pepsi Cola officially was bankrupt as of May 31, 1923, and its assets were sold to Craven Holding Corporation for $30,000. (4) It was unfortunate that unforeseen circumstances wiped out a man’s vision and dream for a company that would bring pleasure to people– not just a company, but a brand that would satisfy peoples senses and because he truly had a vision for the Pepsi-Cola company....   [tags: Coca-Cola, PepsiCo, Pepsi, Advertising]

Powerful Essays
910 words (2.6 pages)

Essay about Pepsi Blue Case Study

- Pepsi Blue Case Study During the 1990s, PepsiCo launched new products and engineered a global re-branding campaign in an effort to grow sales volume; reinvigorate their stagnant brand; and to close the increasingly large sales and market share gap between itself and its primary competitor, Coca-Cola. In 1993, Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. Crystal Pepsi, which was initially offered in the United States, failed to earn the company more than 2 percent volume share....   [tags: Business Marketing Pepsi ]

Free Essays
1473 words (4.2 pages)

Essay on Pepsi Cola Marketing Strategy

- 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....   [tags: Papers]

Powerful Essays
494 words (1.4 pages)

The Cola Wars: Pepsi vs Coke Essay

- The Cola Wars: Pepsi vs Coke      PepsiCo. Incorporated and The Coca-Cola Company are the two largest and oldest archrivals in the carbonated soft drink (CSD) industry. Coca-Cola was invented and first marketed in 1886, followed by Pepsi Cola in 1898. Coca-Cola was named after the coca leaves and kola nuts John Pemberton used to make it, and Pepsi Cola after the beneficial effects its creator, Caleb Bradham, claimed it had on dyspepsia. The rivalry between the soda giants, also known as the "Cola Wars", began in the 1960’s when Coca-Cola's dominance was being increasingly challenged by Pepsi Cola....   [tags: Pepsi-Cola and Coca-Cola ]

Powerful Essays
2440 words (7 pages)

Essay on Failed Product Report: Crystal Pepsi

- Failed Product Report: Crystal Pepsi There was a marketing fad in early 1990s equating clarity with purity. Just to name a few, Miller Brewing Co. came up with Miller Clear(March 1993), Coors Brewing Co. came up with Zima Clearmalt (1992), Procter & Gamble came up with Ivory clear liquid hand cleanser and Colgate-Palmolive came up with Clear Sparkling fresh dishwashing liquid. Last but not least, PepsiCo came up with Crystal Pepsi in April 1992. Company Brief Description Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods....   [tags: Marketing Business Failure Analysis]

Free Essays
2248 words (6.4 pages)