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Assignment on Marketing Management

Added on - 18 Sep 2019

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MARKETINGMANAGEMENT
1ContentsCompany Overview...................................................................................................................2Mission...................................................................................................................................2Vision.....................................................................................................................................2Philosophy..............................................................................................................................2Differentiation and Competitive Advantage..............................................................................2Differentiation........................................................................................................................3Cost Leadership......................................................................................................................3Distribution channels..............................................................................................................3Commoditisation and Total Product and Solution Offering......................................................4Commoditization....................................................................................................................4Total Product Offering...........................................................................................................4Branding.....................................................................................................................................5Brand Positioning...................................................................................................................5Consistency.............................................................................................................................5Product Portfolio....................................................................................................................5Inside Branding......................................................................................................................5Sustainable Marketing............................................................................................................6Monitoring Programs..............................................................................................................6Benefits desired by the consumers.........................................................................................6Pricing.....................................................................................................................................6Wide range of marketing activities.........................................................................................64 Ps and Cs.................................................................................................................................7Marketing Mix........................................................................................................................7Product................................................................................................................................7Price....................................................................................................................................7Place....................................................................................................................................8
2Promotion............................................................................................................................84 C’s........................................................................................................................................8Consumer Value.................................................................................................................8Cost.....................................................................................................................................8Convenience........................................................................................................................9Communication...................................................................................................................9Market Segmentation.................................................................................................................9Service Element.......................................................................................................................10Experiential Marketing; Customer Relations and Experience Management...........................10Experimental Marketing.......................................................................................................10Customer Relations..............................................................................................................11Experience Management......................................................................................................11Role of IT.................................................................................................................................11Pricing and Cost Structure.......................................................................................................12Pricing...................................................................................................................................12Cost structure........................................................................................................................12Stakeholders, Triple Bottom Line and Sustainability..............................................................13Stakeholders.........................................................................................................................13Triple Bottom Line...............................................................................................................13Sustainability........................................................................................................................14References................................................................................................................................15
3Company OverviewPepsiCo was established in the year 1965 in North Carolina, USA. PepsiCo is a food andbeverage organisation, headquartered in New York. This food and beverage company havearound 22 brands which consist of products such as Doritos, Aquafina, Pepsi, Lays, 7Up,Miranda etc. At present PepsiCo is the leader in the industry of convenient food, beveragesand snacks. Revenues of PepsiCo are around $40 billion annually, in which beveragescontributes around 50% of that revenue.MissionPepsiCo aims to be the superior FMCG Corporation, by providing the consumers with highquality convenient foods, snacks and beverages (Pepsico.com. 2017).VisionPepsiCo vision is the creation of better future by enhancing each side of the businessconsisting of environmental, economic and social aspects.PhilosophyAll the decisions and plans should be based on the organisation which is environmentally andsocially responsible.Differentiation and Competitive AdvantageMichael Porter has given Generic Strategies through which the business organisations cangain competitive advantage over the competitor in the market. Those three strategies are Costleadership, Differentiation and Focus Strategy. PepsiCo is utilising two strategies of theseGeneric Strategies for achieving competitive advantage:
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