Marketing Strategy and Practice

Running Head: MARKETING AND MANAGEMENT 0
MARKETING STRATEGY
AND PRACTICE

MARKETING AND MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
About Pepsi................................................................................................................................2
Marketing Strategies..................................................................................................................3
Recommendations......................................................................................................................5
Stakeholder consumption of Pepsi.............................................................................................6
Anti-consumption visible to Pepsi.............................................................................................7
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKETING AND MANAGEMENT 2
Introduction
This report is divided into two sections i.e. Part A and Part B. In Part A of the report,
Pepsi Incorporation marketing strategy is being identified in relation with digital marketing
strategies and cause-related marketing and then relevant recommendations are also being
suggested. In Part, B of the report, the stakeholder consumption of Pepsi is discussed
including consumer behaviour, competitors, and significant stakeholders in comparison with
coke.
The scope of this report is extended with identifying advanced and contemporary
marketing theory and practice in relation to Pepsi and investigate consumer consumption and
anti-consumption environments in association with significant marketing theories.
About Pepsi
Pepsi is a carbonated soft drink developed by PepsiCo; however, it was first presented
as “Brad Drink”. The original recipe also includes vanilla and sugar. PepsiCo is a
multinational corporation dealing with snacks and beverages. In extent with revenue, PepsiCo
net revenue globally amounted to about 64.66 billion U.S. dollars (statista.com, 2019). Other
than Pepsi, the company also had a broad range of subsidiaries in its portfolio including
Tropicana orange juice, Gatorade, Lipton Brisk tea, Quaker Chewy, SoBe and so on. Most of
the products of PepsiCo and its subsidiaries are regarded as compliments as if they are
consumed together.
In terms of positioning, Pepsi brand positioning has lastly always been as a energizing
cola beverage for the youth in relation to every social occasion (Ferreira, Hall & Bennett,
2008). On the other hand, Coke signifies moments of joy and happiness protecting nation and
sustain the status quo. Other than this, Pepsi builds values and embrace individuality. Those
who are loyal to Pepsi believes that an individual needs to live an exciting life rather than
happy one.

MARKETING AND MANAGEMENT 3
Marketing Strategies
Pepsi is being served in more than 200 countries and the convenience of accessibility,
low-price and satisfactory taste are some of its strong attributes that help the enterprise to
withstand in the competitive non-alcoholic beverages marketplace (foxnews.com, 2018). In
order to develop its footprint more effective in all the countries, the company needs to adopt
necessary strategies such as digital marketing and cause-related marketing. Digital marketing
strategies help the company to connect with thousands of users sitting on social media as well
as on relevant search engines such as Google, Bing and Yahoo (Erdemir, 2015). Other than
this, the company can also go for cause-related marketing which helps the brand to obtain
emotional positioning among consumers. The company have already gone for such plans
such as Pepsi Refresh Project in 2010 embracing new idea that has progressive influence on
the society, state or count. However, both the strategies are further explained below –
High Caffeine
PepsiCoca
Cola
Low Sweetness High Sweetness
Low Caffeine