. Student’s Name:. . Student’s ID:. . TITLE: PEPSI M

 Student’s Name:
 Student’s ID:
 TITLE: PEPSI MARKETING STRATEGY

Part A - Perceptual mapping and
competitor analysis
 The company uses corporate CSR to ensure that it has a competitive edge.
 For instance, in 2015 the Company sponsored the ICC World Cricket
Competition.
 Pepsi’s market segmentation strategy is effective as it has placed itself as
the main producer of beverages and foods.
 In the food industry the main competitor is Nestle which has branded itself
as the main producer of butter and related products.
 Nevertheless, the market positioning of Pepsi is better as it has branches
in over 200 countries, hence enjoys a larger market segment than its
competitor Nestle.

Perceptual maps

Targeting Strategies
 The main competitor of Pepsi in beverages and soft drinks is Coca Cola.
 The strategies used by Coca Cola include brand promotion whereby the Coca Cola company
leverages on the strong brand it has, to achieve global market.
 The Coca Cola company is the main competition in the Cola market as it has been in
operation for a long time, and has established a record of Strategic Corporate CSR to push its
position in the world.
 However, Pepsi enjoys better equity in the market promotion as it is believed to be a young
company compared to Coca Cola.
 The main area of product competition and differentiation is in offering carbonated sugar free
drinks. Pepsi is making efforts to show that its beverages are the better of the two.
 Targeting strategies are methods used by companies to ensure that they achieve optimum
sales of a given product to a given set of consumers.
 Targeting strategies includes the identification of the appeals that work for a certain
demographic.
 Some of the common targeting strategies include: identifying of segments that the market
will address; product differentiation and concentrated marketing (Marketing Insider, 2015).