1. Pepsi
Marketing PlanPRESENTED BY PEOU MENGTONG
TOUCH
SENGHOUR

2.  Introduction
 Current Marketing Situation
 SWOT Analysis
 Objective
 Marketing Strategy
 Action Program
 Controls
 Conclusion
 References

3.  Pepsi International is a world–well–known in the world
soft drinks brand.
 Pepsi is producing Cola for more than 100 years and has
dominated the world market for a long time.
 Its head office in New York.

4. History
 PepsiCo, Inc. was established through the merger of
Pepsi–Cola and Frito–Lay.
 Pepsi – Cola was created in late 1890s in New Bern, North
Carolina, United States.

5. History
The plant was opened in Cambodia in 1960s, but shut 15
years later once the Khmer Rouge took over.
 In 1992, Pepsi-Cola International has linked up with the
brewers of Angkor beer – Cambrew Ltd.

7. Vision
◦ To 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.
Mission
◦ 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.

8. Target Market
 Pepsi targeted the youth
 Pepsi target the every class of Cambodian whether it is a Middle,
High, and Lower class
Competitors & Substitutes
 Coca-Cola
 Energy drink
 Juice

9. Strengths
 Brand of Pepsi has a strong image on customers’ mind set
 Attractive packaging design
 Pepsi Cola offers many promotions

10. Weakness
 Weak on distribution
 Pepsi offers promotion mostly focus on youth
 Pepsi is not considering many potential outlets like
hotels, and college canteens
 Not all the PepsiCo products bear the company name

11. SWOT Analysis
Opportunities
 Increasing population
 Changing social trend
 Increased interest of people in musical groups, and
sports have provided an opportunities for Pepsi to
increase its sales through them
 Company may start entering rural provinces also

12. SWOT Analysis
Threats
 Cola drinks are not good for health. Thus, the awareness
level of the people is decrease which is a big threat to
company
 More substitutes drinking products
 Shortage of electricity

13. Goal
o To increase Pepsi market share and product awareness
Objective
o To give more satisfaction to the customers

14. Positioning
 Available in regular size
 Packaging attractiveness
Product Strategy
 Create more new flavors
 Always focus on health – sweet less, low carbon dioxide gas
 Keep design more on product packaging

15. Marketing Strategy
Pricing Strategy
 Provides credit facility to the distributor which helps them in
proper running of their business
 Product price are fixed by PEPSICO. Cambodia according by
Cambodian’s market
Distribution Strategy
 Joint Venture strategy with Cambrew Ltd. to distribute over
Cambodia market
 The distribution of Pepsi channel such as
 Supermarkets
 Convenience mart
 Restaurants
 Fast food outlets (KFC…)

16. Marketing Strategy
Promotion Strategy
 This advertising is mostly creative and has different
elements like music and sports
 Pepsi.com also plays an important role in advertising and
attracts target audience by giving access to options like
downloads, gaming, and music etc.

17. Action step of Pepsi Cola in 2015:
Step 1: Do research on customer needs, wants, and demands
Step 2: Create new flavors with more design of packaging -
health
Step 3: Provides more credit facility to the new and old
wholesalers in order to expand Pepsi’s brand to rural
area
Step 4: Start to build more partners with local brands to
offer our Pepsi products only
Step 5: Start to do more sponsors with government, NGOs,
or other events

18.  If local brands reject to become our partnership, we will
talk with them again by providing commission
 Be a sponsorship, we will go direct to government, NGOs,
or other events

19.  Pepsi has been producing for more than 100 years but still
well known in markets – Health, Environmental, and
Society.
 Moreover, Pepsi can come out with as many new
innovative products as they can depend on countries’
cultures.
Recommendation
 To be more and more well known in every markets, the
Department of Research and Product Development of
Pepsi has to be strong

20. http://pepsicambodia.com/?page_id=21
http://www.pepsico.com/Company/Our-History/
http://www.phnompenhpost.com/national/pepsi-joins-
angkor-beer-open-soft-drink-plant
http://www.28dayslater.co.uk/forums/european-
international-sites/83871-old-pepsi-bottling-factory-
cambodia-july-2013-a.html

22. Expense
Research information $1,200
R&D department $10,000
Sponsorship $3,000
Total $14,200