ASSIGNMENT 1 PepsiCo Inc – Evaluating Strategies That Have Helped Pepsi-Cola Remain A Top Brand Over The Years TYPE OF ORGANIZATION PepsiCo is an adaptive organization‚ able to contend with changes in its environment‚ while continuously seeking constant improvement and developing new ideas in the marketplace. PepsiCo has a decentralized organizational structure‚ with operational decisions made within the separate business units while being governed by policies at the corporate level. MISSION
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week Research Results - Current STP (Mark eting Segmentation) Mass market technique Falls in undifferentiated marketing Research Results - Current STP (Marketing Segmentation) • Geographic segmentation Country and region wisely “Coca-Cola with Raspberry” in New Zeal and and “Coca-Cola Life” in Argentina Large demand toward healthier lifestyle – produce healthier products such as Co ca Cola Zero‚ Diet Coca Cola Focus on hot areas Research Results - Current STP (Mark eting Segmentation) • Psychographic
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seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million crates during off season. • • The market is predominantly urban with 25 per cent contribution from rural areas. • • Coca Cola and Pepsi dominate the Indian soft drinks market. • Marketing Mix Marketing Mix 1 2 3 4 5 6 7 811/21/2010 2 Marketing Mix Marketing Mix Porter’s Five Forces Competitive rivalry within
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Frito Lay Frito Lay is a division of Pepsi Co and is based in New York. It is known as a world leader in the manufacturing and marketing of snack chips‚ capturing nearing 50% of retail sales in the category. It offers we renown brands like Lay’s‚ Ruffles‚ Fritos‚ Doritos‚ Cheetos‚ Sanitas ‚ etc. Snack Food Industry Frito Lay holds 13% of sales of the US snack food industry which includes candy‚ crackers‚ sun chips‚ nuts and other assorted items. The company is working on introducing a new product
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I. INTRODUCTION: Some of the services ultimately desired by consumers include bulk-breaking‚ spatial convenience‚ Waiting and Delivery time‚ and providing a breadth of assortment. Segmentation involves identifying groups of consumers who respond relatively similarly to different treatments. In general‚ we want to find segments that contain people who are as similar as possible to each other while‚ simultaneously‚ being as different as possible from members of other segments. Thus‚ for example
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contextual environment * To create an understanding on how consumers are selective in their information processing and decision making Course Structure: Session | Topic | Reading Material | 1 | Introduction to Consumer Behaviour‚ Overview of STP | Schiffman and Kanuk – Chap 1 | 2 | | Case on Kingfisher | 3 | Lifestyle and Psychographics segmentation | Schiffman and Kanuk – Chap 3 | 4 | Reading on Lifestyle segmentation – psychographics glitter and gold | Reading Material on VALS – Discussion
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marketing strategy in the following ways What is the brand all about? How unique is the brand? How similar or different is it from its competitors? Why consumers should purchase it? Positioning is not independent of itself‚ instead it’s a concept from STP (Segmentation‚ Target market‚ Positioning) Let us take this forward with an example‚ not everyone likes the same restaurant‚ movie or college. Therefore‚ a marketer starts by dividing the market into segments. They identify and profile distinct groups
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Levi’s Type 1 Jeans A clothier‚ such as Levi Strauss‚ that has been around for 150 years is bound to have their share of hits and misses because fashion is terribly fickle and largely unpredictable. But this doesn’t mean you should ignore your target audience. In late 2002‚ Levi Strauss began a massive marketing push to launch what was being touted as one of the company’s most significant launches in history‚ Type 1 Jeans. The line unnecessarily went to great lengths to accentuate all those signature
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com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola Spencer‚ R (2011)‚ Product Life Cycle for Coca Cola Company‚ Retrieved March 29‚ 2013 from: http://www.tomspencer.com.au/2009/01/25/product-life-cycle-model/ Shriom‚ F (2009)‚ Coca Cola Product Life Cycle‚ Retrieved March 29‚ 2013 from: http://www.studymode.com/essays/Coca-Cola-Product-Life-Cycle-231076.html Sandeep‚ K (2003)‚ Marketing Analysis for Coca Cola Company‚ Retrieved March 29‚ 2013 from: http://www.scribd.com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola
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........................................................................ 4 Technological ...................................................................................................................................... 5 Customer analysis – STP analysis ............................................................................................................. 5 Segmentation .................................................................................................................
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