Marketing Essentials

This presentation involves the development and evaluation of the marketing plan for Pepsi-Co company in terms of creating new brand extension.

MARKETING ESSENTIALS

TABLE OF CONTENT
• IntroductionIntroduction
• Marketing plan
• Analysis
• Competitive analysis
• STP
• Conclusion
• References

INTRODUCTION
• Marketing is defined as the activity of the
business which is related to the selling a product
of the company. It includes finding out the
requirement of customers and determine weather
it is possible produce it at the right price.
• Marketing plan refers to the business operation
document which describe the advertisement and
promotional tool for reaching the target market of
the company

Executive summary
• This presentation involves the development and evaluation of the
marketing plan for Pepsi-Co company in terms of creating new brand
extension.
• Marketing plan includes the overview of the company in terms of its
vision, mission and also defines situation analysis, pestle and swot
analysis of the company.

Marketing plan of Pepsi-Co
Mission statemen
The mission statement of the Pepsi-Co is to be the worlds
the largest premier customer product company through
providing better quality foods and beverage.
Vision statement
Be the global leader in convenient food and beverage
with improving all aspect of world in which company
operates such as environment, social and economic
factors.

Situation analysis
• It can be effectively done through market analysis of
the Pepsi-Co company which analyse the both the
internal and external business environment of the
company.
• . It is the vital that Pepsi-co company carefully monitor
both these environments
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Financial performance analysis
• Pepsi-Co has to manage the production, distribution and strong control
over its expenses and maintained a significant earning and profit for its
shareholders.
• . It is the prediction of the events relating to expected cost and revenue
for creating the new brand extension which includes research cost,
product development cost, promotion and distribution cost.
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Value chain analysis
• it is an analytical tool which used to identify the ways in which
company create the value for customers. Pepsi-co portfolio produce the
22 brands including Pepsi-cola, Tropicana, mountain dew and diet
Pepsi.
• Inbound logistic practice of each Pepsi-co reflect the nature and
quantity of raw material used. It produces the cheap and testy drink for
every on including the children and adults which is available almost
everywhere.
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Product portfolio Analysis
• Pepsi-Co is considered as the market leader because it is the big brand,
which earn huge revenue from the market during the year and also get
the good profit over the sell of its product.
• For example if company create the new brand extension for Pepsi-cola,
it prepared products in vast numbers which will helps in getting the
attention of the consumers towards the firm.
• The new product extension have great value and people can use them
during their functions or parties in their offices.
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External environment analysis
Political factor-
this factor affects the marketing plan of the Pepsi-Co because it operates its
business operation at the global level and the instability in the government
rules and regulation affect the business activities of the firm. But major
economies like the US and Canada are politically stable which present the
growth opportunities for the Pepsi-Co.
Economic factor
it also affects the growth and profitability of the firm due to changes in the
inflation rate, economic stability and tax rates. Increasing the prices of the
raw material is also mentioned as the important economic factor which
affect the cost of products.
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Cont….
Social factor
society culture and way of doing things affect the culture of an
organisational environment. The marketing plan is to be created
according to the need and wants of consumers about the products so
that it results in the high productivity and profitability of the firm.
Technological factor
technological advancement has great impact on the marketing plan of
Pepsi-Co. A firm have to not only do the technological analysis but also
the speed at which technology disrupt that industry. It includes the rate
of technological diffusion which decrease the income of the Pepsi-Co.
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Cont….
Environmental factor
Before entering in new market or creating market plan for the new
brand extension in the market, Pepsi-Co should carefully evaluate the
environmental standard that are required to operate the business
operation effectively. It includes the weather, climate change and laws
regulating environment pollutions.
Legal factor
it includes various laws which an organisation have to follow while
operating its business operation's in the market place. It includes tax
rates of the government which affect the profitability of the Pepsi-Co.
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Competitive analysis
Threat of competition
The Coca cola is one of the biggest competitors of the Pepsi-Co. Most of the
firms in the food and beverage industry are aggressive in terms of the
product innovation and marketing which is the biggest threat to the Pepsi-
Co.
Threat of new entry
Entering the new firms in the market place is threat for the Pepsi-Co
company because consumer can easily shift from one company to another
company due to less product price offered by other company. Pepsi-Co has
the corresponding level of protection from new entrants because it
moderates the customer loyalty.
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Cont…..
Bargaining powers of buyers
consumers have extensive information for them to easily make choice
between Pepsi-Co products and competing products. Substitute gives
more reason to buyers to stay away from Pepsi-Co products.
Bargaining power of suppliers
Pepsi-Co has to maintain the better relationship with the suppliers for
gaining desired level of the results. When suppliers increase the price
of the goods and services it results in the decreasing the productivity of
the firm. This threat can be reduce through increasing the size of
individual suppliers.
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Cont….
Threat of substitute
Pepsi-Co companies products based on the consumer preference and
other variables. It could be produce the substitute products and some
times products are satisfactory. For example consumer easily enjoy
real fruit juices instead of drinking the Pepsi. So the external factor
make the strong threat of substitute products for Pepsi-Co company.
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Internal environmental analysis
Strength
Strong distribution channel
Good market positioning
Favourable financial performance
Low production cost
Weakness
Weak brand recognition
Over dependence on US market
Poor sponsorship idea
dependent on big sales companies
Opportunities
Increasing demand for healthier
beverages
Growing consumption in the emerging
market
Further expansion through acquisition.
Threats
Competition in the food industry
Changes in consumer taste
Threat of fresh
Legal requirement for disclosing
negative information in on product labels.
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STP strategy

Segmenting strategy
 Segmentation method of Pepsi-Co is demographically and they have to target people
of ages 8-45 mostly.
 The company provides the wide range of products to customers. The company needs
to improve the quality of products and keep maintain their test.

Targeting strategy
 The products of the Pepsi-Co is being used across the globe and it is
considered the integral part of every event or festival.
 Company produce its products across the world but there are some
products which are still untapped in some locations.

Positioning strategy
 the product of the Pepsi-Co have been producing in vast number of
people which attract the consumers towards the firm.
 It also produces the better quality food products to consumers and
most of the people like to use them

Marketing strategy
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• Pepsi-Co company adopt the effective and strong distribution channels
for the supply of goods and services to consumers which ensures
supply of products timely and also sponsors music events to extensive
exposure of its products.
• This will result in the high productivity of the firm.

CONCLUSION
.
This PPT has been summarized that the marketing plan of the Pepsi-Co
company is very effective which results in the high productivity as well
as profitability of the firm.
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References
Books and journal
Animashaun, O.S., 2017. An investigation of project management at
PepsiCo Company.
Naidu, A., 2017. Strategies for Marketing to the Rural Customer in India:
The 4 As Model of Rural Marketing. Journal of Rural and Industrial
Development. 5(1). p.35.
Rahman, K.M., 2016. Strategic Planning and Marketing Models. In Strategic
Marketing Management in Asia: Case Studies and Lessons across
Industries (pp. 59-110). Emerald Group Publishing Limited.
Ramakrishna, A and et.al., 2016. Market Plan: Edible Water Bottle for
Pepsico.
Strauss, D., 2017. Marketing fundamentals for librarians. North Carolina
Libraries. 46(3). pp.132-135.