Mkt1002 Market Report
CONTENTS
1. Overview of the market: Pepsi o 1.1 – Position in the market o 1.2 – Recent market trends o 1.3 – Influences from the macro environment o 1.4 – Customer profile o 1.5 – Decision making process 2. Overview of the market: Honda Civic o 2.1 – Position in the market o 2.2 – Recent market trends o 2.3 – Influences from the macro environment o 2.4 – Customer profile o 2.5 – Decision making process 3. Marketing communications o 3.1 – Objectives o 3.2 – Marketing Communication o 3.3 – Pepsi o 3.4 – Honda Civic o 3.5 – Sponsorship 4. Conclusion
References
1 - Overview of the market: Pepsi 1.1 – Position in the market Pepsi is a fast moving consumer good. The brand is a market leader in the soft drink industry, with only Coca-Cola ahead of it. These two companies dominate the market for carbonated soft drinks. In 2010, Pepsi had a 13.5% share of all take-home value sales (Mintel, 2011:38). Pepsi has been an established brand since its introduction in 1898, and is in the maturity stage of the product life cycle.
1.2 – Recent market trends Carbonated soft drinks have the highest market share of sales to adults in the UK (Mintel, 2011:27). The soft drink market generally sees a rise in sales over the warm summer months, but still pull in good sales results all year round (Key Note, 2011:4). While carbonated soft drinks continue to dominate the market, the introduction of new competitors has begun to shrink Pepsi’s user base (Mintel, 2011:27). The rise in popularity of other soft drinks, such as smoothies, flavoured waters and energy drinks has given the consumers a wider range of product choice. The population’s growing concern for living a healthy lifestyle has led to a greater demand for healthier products, making
1. Overview of the market: Pepsi o 1.1 – Position in the market o 1.2 – Recent market trends o 1.3 – Influences from the macro environment o 1.4 – Customer profile o 1.5 – Decision making process 2. Overview of the market: Honda Civic o 2.1 – Position in the market o 2.2 – Recent market trends o 2.3 – Influences from the macro environment o 2.4 – Customer profile o 2.5 – Decision making process 3. Marketing communications o 3.1 – Objectives o 3.2 – Marketing Communication o 3.3 – Pepsi o 3.4 – Honda Civic o 3.5 – Sponsorship 4. Conclusion
References
1 - Overview of the market: Pepsi 1.1 – Position in the market Pepsi is a fast moving consumer good. The brand is a market leader in the soft drink industry, with only Coca-Cola ahead of it. These two companies dominate the market for carbonated soft drinks. In 2010, Pepsi had a 13.5% share of all take-home value sales (Mintel, 2011:38). Pepsi has been an established brand since its introduction in 1898, and is in the maturity stage of the product life cycle.
1.2 – Recent market trends Carbonated soft drinks have the highest market share of sales to adults in the UK (Mintel, 2011:27). The soft drink market generally sees a rise in sales over the warm summer months, but still pull in good sales results all year round (Key Note, 2011:4). While carbonated soft drinks continue to dominate the market, the introduction of new competitors has begun to shrink Pepsi’s user base (Mintel, 2011:27). The rise in popularity of other soft drinks, such as smoothies, flavoured waters and energy drinks has given the consumers a wider range of product choice. The population’s growing concern for living a healthy lifestyle has led to a greater demand for healthier products, making
References: • Mintel (2011) Carbonated Soft Drinks – UK, June 2011. London: Mintel Group Ltd. • Key Note (2011) Market Report 2011: Soft Drinks (Carbonated & Concentrated), February 2011. Richmond Upon Thames: Key Note Ltd. • PepsiCo (2009/10) Environmental Sustainability Report 2009/10: Path To Zero, January 2011. [Online] Available from www.pepsico.co.uk/environment [Accessed 08/12/2011] • Chang, J • Frank, M. (2000) Test Drives Honda Civic. [Online] Available from http://www.forbes.com/2000/11/21/1121hondals.html [Accessed 11/12/2011] • Pollard, T • Mintel (2011) Car Buying – UK, March 2011. London: Mintel Group Ltd. • Mintel (2011) The Car Market - Out of Recession? – UK, April 2011. London: Mintel Group Ltd. • Honda (2011) Top Features – Advanced Safety [online] Accessed from http://www.honda.co.uk/cars/civic5door/#advancedsafety [Accessed 11/12/2011] • Egan, J • Kotler, P et al. (2008) Principles of Marketing, Fifth Edition. Essex: Pearson Education Limited. • Ritson, M (2011) When it comes to social media, Coke is it! [online] Accessed from http://www.marketingweek.co.uk/sectors/food-and-drink/soft-drinks/when-it-comes-to-social-media-coke-is-it!/3025201.article [Accessed 12/12/2011] • Wood, MB