Research Project on Pepsi - Introduction to Marketing

Running Head: RESEARCH PROJECT ON PEPSI 0
INTRODUCTION TO MARKETING

RESEARCH PROJECT ON PEPSI ` 1
Table of Contents
Introduction................................................................................................................................2
Positioning Statement.................................................................................................................2
Marketing Objectives.................................................................................................................3
Marketing Mix...........................................................................................................................3
Conclusion..................................................................................................................................6
References..................................................................................................................................7

RESEARCH PROJECT ON PEPSI ` 2
Introduction
PepsiCo. manufactures carbonated soft drink developed in 1893 by Caleb Bradham.
PepsiCo offers many product choices for the satisfaction of variety of preference and needs
and this gives them many sustainable advantages to the company. Pepsi was first launched as
“Brad’s Drink” in Unites States, New Bern and North Carolina (Bellis, 2018).
PepsiCo was renamed into Pepsi in 1961. The company had established itself into a
well-known company serving food and beverages at various locations. However, the
company also faced major issues in the form of competition, perception of customer,
dependence on other products and some of the failed products.
For further research, few marketing strategies are also proposed in the form of
marketing mix, helps in formulation of various action plans.
Positioning Statement
Pepsi positions itself on the basis of two pints – points of difference and points of
parity. In terms of point of difference, the company attitude is of forward thinking. This also
led them into image differentiation. The company have the image of being action oriented
and many of their targeted audience are attached due to their image only (Harrison-Walker,
2011).
One of their product known as Pepsi POP from their wide selection is to fit every
lifestyle of customer. They also have regular pepsi, pepsi cherry vanilla, diet pepsi and many
more.
Pepsi considered themselves bold and refreshing and these points of parity are product
differentiation. Pepsi Brand positioning is always in respect with the refreshing cola drink for
the youth. Their positioning remains same as of inception in 1898.