2. Presented By:
Ata ul Hassnain (FA12-MBT-015)
Habiba Zargul (FA12-MBT-029)
Faraz Asmat (FA12-MBT-027)
Asif Javed (FA12-MBT-013)
Faisal Mirza (FA12-MBT-025)
3. Introduction and History of Pepsi
Product Strategy
Positioning & Differentiation Strategy
Price Strategy
Distribution Strategy
Promotional Strategy
Competitive Strategy
Target Marketing Strategy
Corporate Strategy
Product Line Extension
Challenges & Opportunity faced by Pepsi
Marketing Strategy of Pepsi
4. World renowned brand and Carbonated Soft drink
Pepsi is a symbol of hygiene, quality and service, all
over the world.
Producing Cola for more than 100 years
Dominated the world market for a Long time
5. First introduced as "Brad's Drink" in New Bern,
North Carolina in 1898 by Caleb Bradham
In 1903, Bradham moved the bottling of Pepsi-Cola
from his drugstore to a rented warehouse.
Pepsi is recognized as Pakistanis National drink. In
1971, first plant of Pepsi was constructed in Multan
6. Packaging:
For protecting the syrup, Pepsi Cola uses the glass as well as
plastic bottles of different quantities.
250 ml Regular Bottle
330 ml Tin
500 ml Disposable Bottle
1000 ml Regular Liter Bottle
1500 ml Disposable Bottle
2250 ml Family pack Disposable Bottle
7. The positioning of Pepsi in the consumer
mind is done by the following ways
Physical positioning
Perceptual Positioning
8. Low quantity of cafeen
Available in regular size
Perceptual Positioning
Refreshing drink
Youth Oriented
9. Pepsi differentiate himself on the basis of its sweeter
taste
Pepsi’s ads reflect the social, cultural values of
Pakistan and main stream celebrities of Pakistan are
used for Pepsi’s promotions So it is a unique selling
point(USP) of Pepsi
10. Pepsi set its price in Pakistan according to international
market.
Pepsi also done a survey for setting a price in Pakistan as
well as in all-over the world.
Price should not be low nor high, so that it would be
affordable to the common consumer.
11. Pepsi use Intensive strategy for its distribution
Pepsi has given franchises in all over the Pakistan for
the distribution(Pakistan Bottlers, Riaz Bottlers,
Punjab Beverages and Shamim & company)
Pepsi has 12 different units in different areas of
Pakistan
There are 62 agencies distributing Pepsi only around
Lahore in their respective allocated sub zones.
12. Pepsi Cola Company has also become official
sponsors of Pakistan cricket
Pepsi has launched a number of prize schemes to
attract new customers
TPR(Trade Price Reduction) is a
promotional strategy of Pepsi on
ramzan and Eid . One case is free
on buying 10 cases of Pepsi.
13. Pepsi have a 53% Market share in Pakistan
Pepsi also extend his product line for the competition
Pepsi is available almost in everywhere in Pakistan.
So it is a competitive edge
14. Pepsi targeted the youth
Pepsi targeted the every class of Pakistan whether it
is a Middle, Upper and lower class
Pepsi targeted the South Asia Region through Cricket
Sponsorship in that region
15. "To be the world's best beverage company". Being
the best means providing outstanding quality, service,
cleanliness and value, so that their every customer is
contented and happy with their products.“
"To increase the value of their shareholder's
investment through sales growth, cost control and
wise investment of resources."
16. Pepsi has 16 different products in Pakistan
because New products is 2nd lag of the company
Soda Water Chips Juices
Pepsi Cola Aquafina Lays Tropicana
7Up Kurkure
Miranda Cheetos
7Up Zero
Pepsi Diet
Dew
Sting
Teem
Pepsi Twist
17. At that time the Pepsi is on Maturity stage
which is identify by these two reason.
Market share is up to 53%
They are capturing only the 53% of the total
consumer (actual and potential)
18. The main competitor of the company is the Coca
Cola But Gourmet Cola is also a threat in future
Cola drinks are not good for the health so the
awareness level of the people is increasing
Inflationary Trend in the Market
Electricity Crisis
Poor Law & order situation
19. Opportunity through extending product line
Can get more market by extending
distribution into the rural areas
Market have still potential
20. The following are the reference material where the
information is collected.
Company website www.pepsico.com
