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Presented To:
Sir.Hassan Mustafa
Presented By:
M.Imran
Mian Ali
Ahsan
Saqib
Yousaf
History
Start from 1890
: Caleb Bradham
200 countries
headquartered in Manhattan, New York.
1500000 Worker
Pepsi co. Uni
Vision statement
PepsiCo's responsibility is to
continually improve all aspects of the
world in which we operate -
environ...
Mission Statement
Our mission is to be the world's premier
consumer products company focused on
convenient foods and bever...
Identify and Establish Brand Positioning and value.
Pepsi - Brand Positioning
Category: Soft drink, more specifically Cola...
Pepsi positioning
Coke represents happiness and moments of joy, while it
protects culture and maintains the status quo. Pe...
Pepsi's POD
 Their forward thinking attitude.
 Pepsi has the image of being
action oriented.
 I think that a large part...
Pepsi's POP
 Their wide selection to fit every lifestyle of consumer.
 They have regular pepsi, pepsi max with more caff...
Mental Map
Saqib yousaf
Brand Personality
 Pepsi has always had a young target audience.
 Many of their ads were historically targeted at teens ...
Brand Mantra
Pepsi
-young
-Celebrities
-Fresh
-Sport
Coca Cola
 -Sharing
 -Hapiness
 -Tasty
Pepsi core values
 Sustained growth
 Empowered people
 Responsibility & Trust
Pepsi’s core values are :
Brand Elements
Integrated Marketing
Communications (IMC)
 Pepsi has altered its marketing strategy recently to attain
competitive advant...
Pepsi Brand Equity
Break up of Brand Equity for the brand Pepsi
Ali Imran
Brand Value Chain
Guiding principles for
Performance
 Care for our customers, our consumers and the world we live in.
 Sell only products ...
Brand Mroducts Matrix
BCG Matrix
SWOT Analysis
Pepsi Strengths
 Strong brand image
 Broad product mix
 Extensive global production network
 Extensive g...
Opportunities for Pepsi
 Business diversification
 Market penetration in developing
countries
 Global alliances with co...
Brand portfolio
Business Strategy and Long-Term
Planning
 Building new capabilities
 Increasing focus on costs
 Develop a culture of co...
Pepsi competitive advantage
 Broad differentiation
Pepsi Revitalization Strategy:
 Pepsi revitalized their advertising c...
Pepsi competitive advantage
 Pepsi also reiterated their promotions with their new ads
featuring.
 Pepsi confirmed their...
Identify and-establish-brand-positioning-and-value-pepsi
Identify and-establish-brand-positioning-and-value-pepsi
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Identify and-establish-brand-positioning-and-value-pepsi

  1. 1. Presented To: Sir.Hassan Mustafa
  2. 2. Presented By: M.Imran Mian Ali Ahsan Saqib Yousaf
  3. 3. History Start from 1890 : Caleb Bradham 200 countries headquartered in Manhattan, New York. 1500000 Worker Pepsi co. Uni
  4. 4. Vision statement PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today."vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company
  5. 5. Mission Statement Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
  6. 6. Identify and Establish Brand Positioning and value. Pepsi - Brand Positioning Category: Soft drink, more specifically Cola  Male and female, skewed male.  16-45.  Think of themselves as hip or youthful.  Forward thinking.  Middle class, middle income.  High school plus educated.  Rural and urban dwellers. Target Market:
  7. 7. Pepsi positioning Coke represents happiness and moments of joy, while it protects culture and maintains the status quo. Pepsi, on the other hand, creates culture and embraces individuality. For Pepsi loyalists, leading an exciting life is much more important than leading a happy one. Mr. Jakeman said. Pepsi’s Brand positioning has finally always been as a refreshing cola drink for the youth, just about every social occasion.
  8. 8. Pepsi's POD  Their forward thinking attitude.  Pepsi has the image of being action oriented.  I think that a large part of their target audience associate themselves with the brand because of that image.
  9. 9. Pepsi's POP  Their wide selection to fit every lifestyle of consumer.  They have regular pepsi, pepsi max with more caffeine, pepsi cherry vanilla, caffeine free pepsi, diet pepsi and pepsi zero to name a few.  Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentiations. Of course Pepsi's main competitor is Coke who is in the same category and has a very similar target audience.
  10. 10. Mental Map
  11. 11. Saqib yousaf
  12. 12. Brand Personality  Pepsi has always had a young target audience.  Many of their ads were historically targeted at teens and even pre-teens  And are injected with fun, sports and most often, music.  Pepsi has leveraged all manner of musical celebrities over the years.  Male, 16-45, young in attitude/hip, cheerful, forward looking, active and middle class.
  13. 13. Brand Mantra Pepsi -young -Celebrities -Fresh -Sport Coca Cola  -Sharing  -Hapiness  -Tasty
  14. 14. Pepsi core values  Sustained growth  Empowered people  Responsibility & Trust Pepsi’s core values are :
  15. 15. Brand Elements
  16. 16. Integrated Marketing Communications (IMC)  Pepsi has altered its marketing strategy recently to attain competitive advantage and sustain for a longer period in the market  For this it is increasing its TV ads by 30% in a year. It is also devising new advertising campaign. E-commerce is shaping up to be the next great revolution in the food and beverage industry and to boost this Walmart’s mobile chief just joined Pepsi to lead its new e- commerce push.
  17. 17. Pepsi Brand Equity Break up of Brand Equity for the brand Pepsi
  18. 18. Ali Imran
  19. 19. Brand Value Chain
  20. 20. Guiding principles for Performance  Care for our customers, our consumers and the world we live in.  Sell only products we can be proud of.  Balance short-term and long-term.  Respect others and succeed together.
  21. 21. Brand Mroducts Matrix BCG Matrix
  22. 22. SWOT Analysis Pepsi Strengths  Strong brand image  Broad product mix  Extensive global production network  Extensive global distribution network Pepsi Weaknesses  Low penetration outside the Americas  Limited business portfolio  Weak marketing to health-conscious consumers
  23. 23. Opportunities for Pepsi  Business diversification  Market penetration in developing countries  Global alliances with complementary businesses Threats Facing Pepsi Aggressive competition Healthy lifestyles trend
  24. 24. Brand portfolio
  25. 25. Business Strategy and Long-Term Planning  Building new capabilities  Increasing focus on costs  Develop a culture of collaboration  Exercise discipline when it comes to capital returns  Market Penetration  Product Development  Market Development
  26. 26. Pepsi competitive advantage  Broad differentiation Pepsi Revitalization Strategy:  Pepsi revitalized their advertising campaigns with celebrities from a wide range of fields  Attractive and inspiring website was a huge asset to the company as it not only presents the Pepsi products but also includes promotions games, music, and movie trailers.
  27. 27. Pepsi competitive advantage  Pepsi also reiterated their promotions with their new ads featuring.  Pepsi confirmed their established promotions and advertisements strategies, Pepsi’s younger image is also aided by celebrities endorsement.
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Identify and-establish-brand-positioning-and-value-pepsi

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