Marketing Strategy: MKT101A PepsiCo Peer Review and Analysis Report

This report presents a peer review of PepsiCo's marketing strategy, analyzing its opportunities for global growth, particularly in emerging markets, and its efforts in product diversification, including the development of healthier product lines to cater to health-conscious consumers. The review examines PepsiCo's multi-segment positioning strategy, highlighting the company's approach to different consumer groups with varied product offerings, such as Diet Pepsi. It also addresses the need for the company to tackle environmental and social responsibility issues, including water conservation and waste reduction. The report discusses the importance of mitigating market risks through product portfolio diversification, leveraging technological advancements, and maintaining a strong brand image through effective marketing and promotional activities. The analysis emphasizes the significance of innovation and superior quality control in sustaining PepsiCo's market presence and competitive advantage, supported by relevant references.

Pepsico 1
Peer review:
PepsiCo is known as the food and Beverage Company having enormous opportunities for the
company global growth. The company exploits its potential in the unfamiliar markets and
trying in monetizing such opportunities (Bhasin, 2017). The other step which the PepsiCo
can further take is in diversifying the business with the healthy products for the alert buyers.
The nutrient and the portion information can be included in the products and be able to
launch the line of products for the clients who are aware and are shy from the products that
contains sugar and results into fattening.
PepsiCo use multi-segment sort of positioning and consequently, the company targets larege
number of consumer segment at one time with various services and products packages. In
support, Pepsi-Cola is positioned as one of the soft drink which tastes high-quality and also
had the pleasant stimulating impact. However, Pepsi-Cola contains an eminent amount of
sugar and is not positioned for the consumers, those have concerns related to their helath
implications while intense use of the carbonated soft drinks (Kish, Riskey & Kerin,
2001). For this precise consumer segment PepsiCo offers Diet Pepsi, which is positioned as
a soft carbonated drink containing less sugar as compared to the Pepsi-Cola and other soft
drinks (Bhasin, 2017).
The organisation penetrates further into the developing countries having great potential and
enormous population that is migrating towards the western lifestyle. Company also needs to
tackle the conservationism and the depressing publicity related to ecological degradation. The
Corporate Social Responsibility initiative such as water conservation, recycling, pesticide
regulation, energy conservation and packaging reduction, that the group is already focusing
and is to be taken and highlighted to encourage the company and win consumers in large

Pepsico 2
("Pepsi Marketing Mix", 2017). The marketplace risk that originates from the company
having the handful of signature products which can be further reduced through the
diversifying portfolio of the products. This reduces the threat and risk from the rivals. The
advancements in technology and innovations can overall improve the supply chain and
production competence of the organization. Thus the technical research is to be implemented
and promoted for enhanced performance of the organization (Bhasin, 2017). The
company needs to focus on the superiority check and the organization control in order for
preventing the bad publicity and to focus on the innovative marketing and the promotional
efforts for further building and maintaining the brand image.
The bottom line is that company is nowhere without the effective and attractive promotions.
However, Pepsi is not only making its existence, but is also thriving in the market.

Pepsico 3
References
Bhasin, H. (2017). Marketing mix of Pepsi - Pepsi Marketing mix and 4 Ps of
Marketing. Marketing91. Retrieved 14 August 2017, from
http://www.marketing91.com/marketing-mix-of-pepsi/
Dudovskiy, J. (2017). PepsiCo Segmentation, Targeting and Positioning - Research
Methodology. Research Methodology. Retrieved 14 August 2017, from http://research-
methodology.net/pepsico-segmentation-targeting-and-positioning-2/
Kish, P., Riskey, D., & Kerin, R. (2001). Measurement and tracking of brand equity in the
global marketplace ‐ The PepsiCo experience. International Marketing Review, 18(1),
91-96. http://dx.doi.org/10.1108/02651330110382014
Pepsi Marketing Mix. (2017). Marketingteacher.com. Retrieved 14 August 2017, from
http://www.marketingteacher.com/pepsi-marketing-mix/

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