Marketing Plan - Pepsi
An Introduction Of
PepsiCo’s Brand New Energy Drink
Name: Nguyen Chau Phi Yen
ID: 1116462
Date: August, 2011
EXECUTIVE SUMMARY
The main purpose of this marketing plan is analyzing and examining the New Zealand energy beverages market to prepare for PepsiCo brand new energy drink category: Strawberry Sting – no fat, low sugars, high sodium and calories with sweet strawberry flavor to meet one of PepsiCo objectives: “sustainably and profitably develop company's beverage business worldwide”. (PepsiCo, 2011). Indeed, the potential market for this new product is generation Y consumers (from 18 to 24 years old), especially male.
PepsiCo is a big manufacturer, marketer and distributor of snacks, foods and beverages. Hence, company’s situation and competitors’ information will be analyzed and predicted carefully in marketing environment, base on give crucial factors and strategy.
Characteristics and price of Sting might come up with advantageous and competitive states which will be clearified in marketing plan.
Table of Contents
I. INTRODUCTION: 4 II. SITUATION ANALYSIS: 5 1. Market Analysis: 5 1.1. Market Size: 5 1.2. Market Trend: 6 2. Customer Analysis: 7 2.1. Gender: 7 2.2. Age: 7 2.3. Regions: 7 3. Competitor Analysis: 8 4. Company Analysis: 9 5. SWOT Analysis: 9 5.1. Strengths: 9 5.2. Weaknesses: 9 5.3. Opportunities: 10 5.4. Threats: 10 III. COMPANY OBJECTIVES: 10 IV. MARKET TARGETING: 11 V. MARKETING STRATEGY: 12 1. Market Positioning: 12 2. Develop Marketing Mix: 12 VI. CONCLUSION AND RECOMMENDATION: 14 VII. REFERENCES: 15 VIII. APPENDICES: 16
I. INTRODUCTION:
PepsiCo is an American multinational corporation that was founded in 1898 and it is also known as a world leader in producing snacks, foods and beverages. PepsiCo’s, especially PepsiCo Australia and New Zealand’s growth is a consequence of their ability to impress, develop and keep world-class consumers.
PepsiCo’s Brand New Energy Drink
Name: Nguyen Chau Phi Yen
ID: 1116462
Date: August, 2011
EXECUTIVE SUMMARY
The main purpose of this marketing plan is analyzing and examining the New Zealand energy beverages market to prepare for PepsiCo brand new energy drink category: Strawberry Sting – no fat, low sugars, high sodium and calories with sweet strawberry flavor to meet one of PepsiCo objectives: “sustainably and profitably develop company's beverage business worldwide”. (PepsiCo, 2011). Indeed, the potential market for this new product is generation Y consumers (from 18 to 24 years old), especially male.
PepsiCo is a big manufacturer, marketer and distributor of snacks, foods and beverages. Hence, company’s situation and competitors’ information will be analyzed and predicted carefully in marketing environment, base on give crucial factors and strategy.
Characteristics and price of Sting might come up with advantageous and competitive states which will be clearified in marketing plan.
Table of Contents
I. INTRODUCTION: 4 II. SITUATION ANALYSIS: 5 1. Market Analysis: 5 1.1. Market Size: 5 1.2. Market Trend: 6 2. Customer Analysis: 7 2.1. Gender: 7 2.2. Age: 7 2.3. Regions: 7 3. Competitor Analysis: 8 4. Company Analysis: 9 5. SWOT Analysis: 9 5.1. Strengths: 9 5.2. Weaknesses: 9 5.3. Opportunities: 10 5.4. Threats: 10 III. COMPANY OBJECTIVES: 10 IV. MARKET TARGETING: 11 V. MARKETING STRATEGY: 12 1. Market Positioning: 12 2. Develop Marketing Mix: 12 VI. CONCLUSION AND RECOMMENDATION: 14 VII. REFERENCES: 15 VIII. APPENDICES: 16
I. INTRODUCTION:
PepsiCo is an American multinational corporation that was founded in 1898 and it is also known as a world leader in producing snacks, foods and beverages. PepsiCo’s, especially PepsiCo Australia and New Zealand’s growth is a consequence of their ability to impress, develop and keep world-class consumers.
References: AC Nielsen (NZ) Limited. (2006). AC Nielsen Market Information Digest 2006. Retrieved 31 August, 2011, from the AC Nielsen Market Information Digest database. Centre For Business Interdisciplinary Studies Euromonitor International estimates. (2011). Sports and Energy Drinks in New Zealand. Retrieved 31 August, 2011, from http://www.portal.euromonitor.com.ezproxy.aut.ac.nz/Portal/Pages/Search/SearchResultsList.aspx Kotler, Brown, Burton, Deans, Armstrong Kotler, Brown, Burton, Deans, Armstrong. (2010). Pricing for value. In Marketing 8e (pp. 393). Australia: Pearson. Metabolism. (n.d.). Retrieved 31 August, 2011, from http://www.metabolism.com/?s=glucose NZ, Aus energy drink guidelines to be reviewed PepsiCo. (2011). Annual Report 2010. Retrieved 31 August, 2011, from http://www.pepsico.com/Download/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf PepsiCo PepsiCo. (2011). Our History. Retrieved 31 August, 2011, from http://www.pepsico.com/Company/Our-History.html PepsiCo PepsiCo Vietnam. (2011). PepsiCo World. Retrieved 31 August, 2011, from http://www.pepsicocareer.com.vn/en/jobseekers/news/cate/35A4E976 Roy Morgan Research AVG PRICE PER PACK | $2.88 | $2.93 | 1.7% | (A.C Nielsen, 2011a). Energy and sports drinks | 194.0 | 207.6 | 221.1 | 234.4 | 247.3 | 259.6 | (Euromonitor, 2011a). (Roy Morgan Research, 2008a). (Roy Morgan Research, 2008b). Appendix 5 (Roy Morgan Research, 2008c).