Assignment | Marketing Management

Added on - 18 Sep 2019

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MARKETINGMANAGEMENT
1ContentsIntroduction................................................................................................................................3Company Overview...................................................................................................................5Mission...................................................................................................................................5Vision.....................................................................................................................................5Philosophy..............................................................................................................................5Differentiation and Competitive Advantage..............................................................................5Differentiation........................................................................................................................6Cost Leadership......................................................................................................................6Distribution channels..............................................................................................................6Commoditisation and Total Product and Solution Offering......................................................7Commoditization....................................................................................................................7Total Product Offering...........................................................................................................7Branding.....................................................................................................................................8Brand Positioning...................................................................................................................8Consistency.............................................................................................................................8Product Portfolio....................................................................................................................8Inside Branding......................................................................................................................8Sustainable Marketing............................................................................................................9Monitoring Programs..............................................................................................................9Benefits desired by the consumers.........................................................................................9Pricing.....................................................................................................................................9Wide range of marketing activities.........................................................................................94 Ps and Cs...............................................................................................................................10Marketing Mix......................................................................................................................10Product..............................................................................................................................10Price..................................................................................................................................10
2Place..................................................................................................................................11Promotion..........................................................................................................................114 C’s......................................................................................................................................11Consumer Value...............................................................................................................11Cost...................................................................................................................................11Convenience......................................................................................................................12Communication.................................................................................................................12Market Segmentation...............................................................................................................12Service Element.......................................................................................................................13Experiential Marketing; Customer Relations and Experience Management...........................13Experimental Marketing.......................................................................................................13Customer Relations..............................................................................................................14Experience Management......................................................................................................14Role of IT.................................................................................................................................14Pricing and Cost Structure.......................................................................................................15Pricing...................................................................................................................................15Cost structure........................................................................................................................15Stakeholders, Triple Bottom Line and Sustainability..............................................................16Stakeholders.........................................................................................................................16Triple Bottom Line...............................................................................................................16Sustainability........................................................................................................................17Conclusion................................................................................................................................18References................................................................................................................................19
3IntroductionPepsi Co. is multinational organisation, which has its presence in numerous countries acrossthe world. Overall aim of the essay is to address various concepts of marketing in the contextof one of the leading food and beverage giants Pepsi Co. This essay on the Pepsi Co. startswith the brief overview of the company background. Further in this essay will discuss howgeneric strategies given by Michael Porter are being used by the food and beverage giant.Differentiation and competitive advantage is achieved by the company with the adoption ofcost leadership and differentiation strategy. Distribution channels of the multinational are alsostrong, which is also providing strategic advantage to the company over its competitors.Pepsi Co focuses on reducing the commoditization of its products by providing consumerswith the products as per their requirements. Therefore Pepsi Co is providing wide range ofportfolio to its consumers in the market. Company is also aware that it needs to do brandingand position its products as beverage that is made for young people. Company is alsosuccessful in maintaining the brand image. It allows top level managers to take lead and beinnovative. Whereas in the area of marketing as well Pepsi Co is creative and also spendshuge amount for it.Analysis of the 4 P’s and 4 C’s has also been done in this essay. Pepsi Co in order to remaincompetitive in the market is providing its consumers with extensive product portfolio andhave been priced competitively. Company pays special attention in the areas of distributionand does extensive marketing of the products. Pepsi Co is catering to different types ofconsumers consisting of youth, people from all educational and occupational backgrounds tohealth conscious consumers.Pepsi Co is following latest trends in marketing in order to amaze people and make themremember the brand with their creativeness. All the products and marketing strategies are