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Marketing Strategy of PepsiCo

   

Added on  2020-02-05

13 Pages2885 Words123 Views
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Founds of Marketing
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Identification of one specific segment for Beverage products and services................................1Characteristics of customer segment...........................................................................................2Relationship of marketing mix with characteristics of chosen segment......................................3CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
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TABLE OF FIGURESFigure 1: Marketing mix..................................................................................................................3Figure 2: Beverage products of Pepsi..............................................................................................4Figure 3: Social media promotion of Pepsi.....................................................................................6Figure 4: Physical evidence of Pepsi, Logo.....................................................................................7
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INTRODUCTIONAt the time of marketing management, every organization needs to focus on appropriateadministration of funds because; it can affect both marketing as-well-as financial performance ofthe organization. For managing founds, marketing company needs to focus on appropriatestrategy of segmentation, targeting and positioning (Freytag and Munksgaard, 2011). The currentresearch report focuses on products and services of Pepsi which is one of the leadingorganizations of beverage industry of United States. Regarding this, it selects Beverage that is animportant and successful product of this organization. Research will include information aboutcustomer segment and its characteristics for this product. Further, it will describe how marketingmix reflects the characteristics of chosen segment. Identification of one specific segment for Beverage products and servicesAccording to the needs and requirements of customers, Pepsi has divided the totalmarketing into different segments (Kotler and Keller, 2012). In this, demographic segment is oneof the important segments for organization because; it helps in generating highest sales for theassociation. In this type of segment, organization targets its customers on the basis of age andlevel of income. Demographic Segmentation:Age: Pepsi is targeting the customers of age 12-28 years for its beverage product. Itmeans, according to age, young teenagers are considered as the major segment fororganization. Cold drinks are very popular beverage in the daily lifestyle of younggeneration. Along with this, as per the needs and requirements of the customers, Pepsimakes the availability of the all cold drinks at every location and in different volume(Hjort and et.al., 2013). Along with this, generally, young generation likes to consumecold drinks with fast food products and services. So, organization has done collaborationwith number of fast food chains. It helps in attracting customers of the organization as-well-as augmenting overall sales of Cold drinks.Level of Income: Pepsi focuses on the level of income of its customers and due to thissegmentation, organization makes availability of soft drinks in different volume and atdifferent prices. Due to this reason, every customer can purchase the product as per theirlevel of income and requirements (Liano, 2012). | P a g e
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