Marketing Plan of Pepsico
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Table of Contents
1. Executive summary
2. Introduction to the company
3. Industry Analysis of the Beverage Market
4. PepsiCo SWAT Analysis
5. Environmental scan of today’s carbonated beverage marketplace
5. Target Markets
6. Marketing Mix a) Product b) Price c) Place d) Promotion
7. Main Strategies
8. Monitoring and Control
9. Observation and Recommendations
10. Conclusion
11. References
1. EXECUTIVE SUMMARY
I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.
A strategic plan for PepsiCo North America is hereby proposed as follows for the geographical region of the national United States for the Pepsi Soda Product promotion to consumers between the ages of 12 through 18 years of age. It will utilize a pull strategy through the distribution channels to stimulate demand for the Pepsi carbonated soft drink to the end users as defined to maintain Pepsi’s younger generation of consumers over the next two decades. The strategic plan will consist of a strategic alliance with The Walt Disney Company coupled with a pop star endorsement by Hannah Montana and Kanye West with multiple promotion communication channels and strategies over the next two (2) years. The primary competitor, Coca-Cola, has been entrenched in the North American beverage market and is most commonly consumed by older generations. As such, Pepsi has been typically been targeted to a younger audience. As the ‘Pepsi Generation’ ages, PepsiCo North America should take proactive marketing action into the younger audiences to maintain the younger generations of soft drink consumption for decades to come.
2. INTRODUCTION TO THE COMPANY
PepsiCo (herein referred to as the ‘Parent Company’) was founded in 1965 via the merger of two major corporations, Pepsi-Cola and Frito Lay. Subsequently in 1998, Tropicana was acquired to add the family
Table of Contents
1. Executive summary
2. Introduction to the company
3. Industry Analysis of the Beverage Market
4. PepsiCo SWAT Analysis
5. Environmental scan of today’s carbonated beverage marketplace
5. Target Markets
6. Marketing Mix a) Product b) Price c) Place d) Promotion
7. Main Strategies
8. Monitoring and Control
9. Observation and Recommendations
10. Conclusion
11. References
1. EXECUTIVE SUMMARY
I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.
A strategic plan for PepsiCo North America is hereby proposed as follows for the geographical region of the national United States for the Pepsi Soda Product promotion to consumers between the ages of 12 through 18 years of age. It will utilize a pull strategy through the distribution channels to stimulate demand for the Pepsi carbonated soft drink to the end users as defined to maintain Pepsi’s younger generation of consumers over the next two decades. The strategic plan will consist of a strategic alliance with The Walt Disney Company coupled with a pop star endorsement by Hannah Montana and Kanye West with multiple promotion communication channels and strategies over the next two (2) years. The primary competitor, Coca-Cola, has been entrenched in the North American beverage market and is most commonly consumed by older generations. As such, Pepsi has been typically been targeted to a younger audience. As the ‘Pepsi Generation’ ages, PepsiCo North America should take proactive marketing action into the younger audiences to maintain the younger generations of soft drink consumption for decades to come.
2. INTRODUCTION TO THE COMPANY
PepsiCo (herein referred to as the ‘Parent Company’) was founded in 1965 via the merger of two major corporations, Pepsi-Cola and Frito Lay. Subsequently in 1998, Tropicana was acquired to add the family