Pepsi Cola Marketing Mix Pepsi Co. , one of today’s leading soft drink companies, has not only revolutionized the soft drink industry with its creative marketing techniques and unforgettable taste, but for years has dominated the snack food and juice industry as well. PepsiCo. is amongst the most successful consumer product companies in the world. The company consists of the Pepsi-Cola which is the world’s second largest beverage company, Frito-Lay Company which is the world’s largest manufacturer and distributor of snack chips, and Tropicana Products, Inc.
hich is the world’s largest marketer and producer of branded juices. Pepsi Co. is proud to declare that its overall mission statement is: “To increase the value of our shareholder’s investment through sales growth, cost controls, and wise investments of resources. PepsiCo believes that commercial success depends upon offering quality and value to consumers and customers; providing products that our safe, wholesome, economically efficient, and environmentally sound while adhering to the highest standards of integrity.
PepsiCo’s company objectives are based on one question: “What exactly is it that enables the best consumer product companies to grow year in and yea r out? ” Market positioning is one of the most important aspects of PepsiCo success. It has been a leader and gaining market share in each of its core businesses and strives to continue in recognizing under-marketed target regions throughout the world to continually gain market share from its competitors.
The second aspect of PepsiCo’s objectives deals with continuing is strong well- recognized consumer brand name domestically and internationally. Third the company strives to recognize good growth prospects and opportunities for new and alternative product development within each of its core businesses. PepsiCo’s fourth objective is to globally diversify its portfolio. Pepsi Cola brand beverages are now available in over 160 different countries, Frito-Lay operates in over 42 countries, and Tropicana has a presence in over fifty countries spanning over Europe, Asia, and South America.
Finally, the last objective of PepsiCo is to be more productive and efficient through the competitive advantages of its product innovation capabilities, the company’s streamlined patented manufacturing process, and the vast scale of the manufacturing and distribution system. Through its promotions, advertising, and sponsorships Pepsi has created one of the largest and most opportunistic and unique companies around. Through its use of integrated marketing communications it has created a brand name and product that is unique to all others.
It strives to globalize is business abroad with its Frito-Lay product line, Tropicana juices, and Pepsi beverages. It continues to find different and un-tapped target markets around the world to gain market share from its competitors. It also continues its innovation of products to adapt to a changing global economy which has been a key to its success in the past and will be key to its success in the future. range of talent into the fabric of the company.
The fact that PepsiCo has many different product lines and business ventures that incorporate its name creates many different target markets for each of its products. In focusing on the Pepsi-Cola beverage product, PepsiCo. has retained a long history of concentrating on youth as its main target market-“Generation Next! ” It has spent billions of dollars in trying to woo the young and nearly young, implying that Coca-Cola is for the older generation. The reason Pepsi-Cola has fiercely targeted this market is because it is the largest amongst its users.
Market segment profiles have shown that the majority of carbonated beverage drinkers are youth and middle age people. Also, Pepsi continually targets the college market in which they spend huge amounts of money to compete with Coca Cola in acquiring contracts with universities (ie: CSUF) to have sole representation of their products distribution. Pepsi’s use this behavioristic segmentation has been a key to the company’s success. Perhaps the most dramatic change at Pepsi is that these days, soda and Rifi, Natasha. Pepsi Regeneration” Money. May 2000 bottled water is the No. 1 brand in that fast-growing category(Rifi). Pepsi it’s frequently the last few inches that count. It’s the emotional link to a product that causes our consumers to reach to the right instead of the left. They must feel a tie to the product in some emotional way, created by advertising. Pricing is unquestionably a great influencer, but they won’t reach for the product-no matter how low the price-if she doesn’t have a basic feeling for it. (Roger Enrico,CEO)
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