Evaluation of Product Lifecycle Stages and Strategies for Pepsi Co

PSD (MODIFICATIONS)

Table of Contents
An overview of the different products and services offered in their company’s
portfolio.....................................................................................................................3
An evaluation of a range of the products and services in relation to their lifecycle
stage. .......................................................................................................................4
An evaluation of how to manage the lifecycle stages and the choice of appropriate
product .....................................................................................................................5
Reflective statement – reflecting on the creative process, the group dynamics and
the presentation/pitch ..............................................................................................8
CONCLUSION............................................................................................................12
REFERENCES...........................................................................................................14

PART B
An introduction to the organization and partner companies
Pepsi Co is one of the leading manufacturers of food and beverage products which are
distributed in more than 200 countries. It employs more than 274,000 people and earned
revenue of over £64 billion in 2018 (Annual Report, 2018). Its business process started over a
century ago when it was formed as a pharmaceutical solution for digestion issues of People. It
adopted an aggressive and diversification approach in market where, rather than
concentrating on single product, it developed multiple strong brands with objectives of better
serving smaller but profitable market niches. In addition the firm used aggressive merger and
acquisition policy to drive its growth and several such merger include the one in 1965 where
it acquired Frito-Lays brand for entering the food market.
An overview of the different products and services offered in their company’s portfolio.
It has one of the most effective new product development processes which are backed
by its diversity strategy in product line (Brassington and Pettitt, 2012). Some of its food range
includes flavoured chips, snakes, rice, pasta and dairy. In the beverage line it has strong
brands like Pepsi, Diet Pepsi, Mountain Dew and Sting brands. It is selling one of the top
rated juice brands under Tropicana having flavours of Mango, Apple and others. In addition
to its tradition rival of Coke the firm has been competing with larger firms like Kraft foods,
Nestle, and a number of others.
An evaluation of a range of the products and services in relation to their lifecycle stage.

[Source; https://elokmagozian.wordpress.com/product-life-cycle-stages-and-strategies/,
Accessed on 28 Nov, 2019].
The product lifecycle management is a strategic tool which measures the current stage of
product among the four different stages (Cooper, 2011). It deals with detailing and accessing
strategies that are needed to improve the product performance by identification of their stage.
Diet Pepsi is currently occupying growth stage in business that in its lifecycle that delivers its
greater sales and growing profit margin along with strong market competition. It followed the
footsteps of successful experiment by Diet Coke and the early adopters for the Diet Pepsi are
consumer groups who put health and taste as priority of their consumption. In order to
increase its growth duration and preventing it to enter the maturity stage, firm needs to
creates additional sub-brands which indicate strong performance. For examples, the company
has to create something completely new, a new product. The sub-brand allows us to add
something to the market. The company personalizes the products in such a way that the needs
of the consumer are met. Additionally the marketing strategy for the firm requires to be
adjusted for making its brand appeal to customers. At this growth stage, it does not require
great deal of investment for the purpose of increasing its brand value. In addition the firm can
be benefited by creating s strong marketing campaign which can support its current
distribution network and increasing the production level.