Marketing Strategy of Pepsico
Executive Summary
This report provides an analysis and evaluation of the Marketing Strategy of PepsiCo. Methodsof analysis include Market Segmentation, Market Targeting, Market Positioning, as well as theMarketing Mix of PepsiCo
.
The research draws attention to the Market Segmentation of PepsiCo. While the soft drinkindustry has probably the widest and deepest customer base in the world, Pepsi did not use themajority fallacy to market their product. Instead, Pepsi prefers to segment itself as the beveragechoice of the “New Generation”, Generation Next, or just as the “Pepsi Generation”. Theseterms adopted in Pepsi’s advertising campaigns are what marketers refer to as Generation X,which are profiled to be between the ages of 18 to 29. In addition, PepsiCo also focus onanother market, which includes Teenagers that are between the 12 to 18 years old. Pepsibelieves that if they can get this market to adopt their product, they could establish a loyalcustomer in a long run.Despite being a strong #2 against Coca Cola, Pepsi has become the largest selling soft drink inthe world and is liked by people of all ages. A recent survey has shown that about 90% of theworld population prefers Pepsi when asked the question of which soft drinks do they prefer. Thereason for their linking is because Pepsi is able to give them a higher quality of taste and a largevariety of flavors.
Introduction:
PepsiCo is a world leader in convenientsnacks, food and beverages with revenuesof more than $39 billion and over 185,000employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCoAmericas Beverages (PAB) and PepsiCoInternational (PI). Besides the Pepsi-Colabrands, the company owns the brandsQuaker Oats, Gatorade, Frito-Lay, SoBe,Naked, Tropicana, Copella, Mountain Dew,Mirinda and 7up (outside the USA). PepsiCo’s products are recognized and aremost respected all around the globe.Currently, PepsiCo has divisions whichoperates in three major US
Executive Summary
This report provides an analysis and evaluation of the Marketing Strategy of PepsiCo. Methodsof analysis include Market Segmentation, Market Targeting, Market Positioning, as well as theMarketing Mix of PepsiCo
.
The research draws attention to the Market Segmentation of PepsiCo. While the soft drinkindustry has probably the widest and deepest customer base in the world, Pepsi did not use themajority fallacy to market their product. Instead, Pepsi prefers to segment itself as the beveragechoice of the “New Generation”, Generation Next, or just as the “Pepsi Generation”. Theseterms adopted in Pepsi’s advertising campaigns are what marketers refer to as Generation X,which are profiled to be between the ages of 18 to 29. In addition, PepsiCo also focus onanother market, which includes Teenagers that are between the 12 to 18 years old. Pepsibelieves that if they can get this market to adopt their product, they could establish a loyalcustomer in a long run.Despite being a strong #2 against Coca Cola, Pepsi has become the largest selling soft drink inthe world and is liked by people of all ages. A recent survey has shown that about 90% of theworld population prefers Pepsi when asked the question of which soft drinks do they prefer. Thereason for their linking is because Pepsi is able to give them a higher quality of taste and a largevariety of flavors.
Introduction:
PepsiCo is a world leader in convenientsnacks, food and beverages with revenuesof more than $39 billion and over 185,000employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCoAmericas Beverages (PAB) and PepsiCoInternational (PI). Besides the Pepsi-Colabrands, the company owns the brandsQuaker Oats, Gatorade, Frito-Lay, SoBe,Naked, Tropicana, Copella, Mountain Dew,Mirinda and 7up (outside the USA). PepsiCo’s products are recognized and aremost respected all around the globe.Currently, PepsiCo has divisions whichoperates in three major US