Final Report Pepsi

8/13/2019 Final Report Pepsi

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PRINCIPLES OF MARKETING

MARKET RESEARCH ON PEPSI COLA.

SUBMITTED TO:PROFESSOR SHAHZAD ALAM

SUBMITTED BY: Shozab bin Tahi: !"!# U$% Manan: !!"&Tai$oo Ah$%': #""#

Faha' M()h*a+: #"#,


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CONTENT

Topic

Pageno

History_____________________________________________________ 3

PepsiCo. Headquarters 3

Riaz Bottlers Private Limited, Pakistan.. 3

Ingredients.. 4

Exclusive Summary___________________________________________ 5

Current arket !ituation... "

#verall arket !$are . %

arket &es'ription . % !logans .. %

Produ't Revie(. )

Competitive Review___________________________________________

&istri*ution Revie(. +

-dvertisement Revie(... +

S!OT "nalysis______________________________________________ #$

!trengt$s... +%

eaknesses. +%

#pportunities.. +/

0$reats... +/

Produ't Li1e C2'le +/

%ar&eting O'(ective__________________________________________ #)

arketing !trateg2 +

Positioning . +

Branding..

Pa'kaging ..

Produ't !trateg2

Pri'e !trateg2 +

%ar&et Researc*____________________________________________ ++

5a'tors In1luen'ing Consumer C$oi'e ..

Budgeting and Controlling ... 3

!ales -nal2sis 3

arket !$are -nal2sis. 3


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arketing Pro1ita*ilit2 -nal2sis.. 3


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Type Cola%anu,acturer PepsiCo.Country o, Origin 6nited !tates-ntro.uce. +)) 7as Brad8s &rink9

:une+%, +3 7as Pepsi;

Cola9 +%+ 7as Pepsi9Relate. Pro.ucts Co'a;ColaRC Cola&r PepperIn'a


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emplo2ees, our *usiness partners and t$e 'ommunities in ($i'$ (e operate.-nd in ever2t$ing (e do, (e strive 1or $onest2 1airness and integrit2.2


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PepsiCo Hea.uarters

PepsiCo orld Headquarters is lo'ated in Pur'$ase, >e( Eork. 0$e seven;*uilding $eadquarters 'ompleA (as designed *2 d(ard &urrell !tone, one o1

-meri'a8s 1oremost ar'$ite'ts.

Ria4 ottlers Private 6imite.7 Pa&istan

Riaz Bottlers 7PF09 Limited 7RBL9 in'orporated in Pakistan as a private limited'ompan2 in +/%. RBL is t$e 1ran'$ise $older o1 Pepsi 'ola international (it$seven *rands. Like PP!I, PP!I -G, /6P, -RI>&-, #6>0-I> &.

0$e2 $ave re'entl2 laun'$ed -qua1ina and t$e2 are in pro'ess o1 movingto(ards some ot$er produ'ts.

RBL toda2 is one o1 t$e *est >ational Companies in Pakistan. -t RBL, t$e2

*elieve t$at t$eir eAisten'e and su''ess is more t$an ust meeting t$eir *usinesso*e'tives and t$e2 are proud o1 t$e su''ess t$at t$e 'ompan2 $as a'$ieved.

0oget$er t$eir people provide t$e skills, kno(ledge and eApertise to deliver t$equalit2 o1 servi'e t$at t$eir 'ustomers eApe't and upon ($i'$ t$e2 reputationdepends.

-ngre.ients

Pepsi;Cola 'ontains *asi' ingredients 1ound in most ot$er similar drinks in'luding'ar*onated (ater, $ig$ 1ru'tose 'orn s2rup, sugar, 'olorings, p$osp$ori' a'id,

'a11eine, 'itri' a'id and natural 1lavors. 0$e 'a11eine;1ree Pepsi;Cola 'ontains t$esame ingredients minus t$e 'a11eine.0$e original Pepsi;Cola re'ipe (as availa*le 1rom do'uments 1iled (it$ t$e 'ourtat t$e time t$at t$e Pepsi;Cola Compan2 (ent *ankrupt in +. 0$e original1ormula 'ontained neit$er 'ola nor 'a11eine.

-ngre.ients as seen on pro.ucts0Car*onated (ater, glu'ose;1ru'tose andor sugar, 'aramel 'olor, p$osp$ori'a'id, 'a11eine, 'itri' a'id, 1lavor.

"mount per #88 ml

Energy +." k:9at gSo.ium .) mgCar'o*y.rates ++./4 gSugar ++.4 gProtein gCa,,eine + mg


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Executive Summary

Pepsi Cola, Pepsi Cola *everages *usiness (as 1ound at turn o1 t$e 'entur2 *2Cale* Brad$am a >e( Bern >.C druggist ($o 1ormulated Pepsi Cola. Pepsi

Cola Compan2 no( produ'es and markets nearl2 re1res$ment *everages toretail, restaurants and 1ood servi'e 'ustomers in more t$an + 'ountries andterritories around t$e (orld and generates revenue o1 over +) *illion dollars.

-lt$oug$ Pepsi $oldings over t$e 2ears $ave *e'ome diverse in su'$ 1ields ast$e sna'k industr2 and restaurants industr2 t$is port1olio (ill dis'uss its 'ore*usiness and its $ig$l2 su''ess1ul *usiness o1 *everages. 0$e so1t drink industr2'ustomer *ase is pro*a*l2 t$e (idest and t$e deepest *ase in a (orld t$at is1looded (it$ man2 'ategories. -''ording to Beverage &igest t$e 'ustomer *ased1or so1t drinks is ($opping "J o1 regular users in 6nited !tates. 0$is representsa large 1ield o1 potential 'ustomers o1 Pepsi Cola. Eet alt$oug$ Pepsi 'ouldadust t$e maorit2 1alla'2 to market t$eir produ't, 0$ese terms adopted in

Pepsi8s advertising 'ampaigns are re1erring to t$e markets t$at marketers re1er toas @eneration G. 0$e @eneration G 'onsumer is pro1iled to *e *et(een t$e ageso1 +) and . 0$e2 $ave $ig$ eApe'tations in li1e and are ver2 mo*ile and a'tive.0$e2 adopt a li1est2le o1 living 1or toda2 and not (orr2ing a*out long term goals.0$ose Pepsi8s main emp$asis on t$is segment t$e2 also $ave a 1o'us on t$e +to +) 2ear old market. Pepsi *elieves i1 t$e2 'an get t$is market to adopt t$eirprodu't t$en t$e2 'ould esta*lis$ a lo2al 'ustomer 1or li1e. Pepsi Cola is situatedin an industr2 t$at is dominated *2 t(o 'ompetitors, Co'a;Cola and o1 'ourset$emselves. -lt$oug$, Pepsi and Coke *asi'all2 go a1ter all 'ustomers ($opur'$ase so1t drink *everages Co'a;Cola targets its produ'ts as t$e $ead o1$ouse$old.

Current %ar&et Situation

Pepsi promote itsel1 as t$e '$oi'e o1 >e( @enerationD. Pepsi gets t$isadvantage *2 implementing su'$ large marketing proe'ts like Proe't @lo*eD.0$is marketing plan, ($i'$ Pepsi spent %3/ million dollars over 1ive 2ears, is tointrodu'e t$e ne( ri'$ deep *lue 'oloring o1 its pa'kaging. 0$e ri'$ deep *lue'oloring represents eternal 2out$1ulness and openness. arketing plans like t$ismade Pepsi one o1 its 'oolest *rands re'ognized among teens in t$e top 1ive andt$e onl2 *everage produ't in t$is 'ategor2. -not$er 'ompetitive advantage t$atPepsi $as is in t$eir produ't ountain &e(. ountain &e( $as gro(n a

staggering /4.+J over t$e last 1ive 2ears. ountain &e( $as a %.3J markets$are and $as re'entl2 *e'ome t$e K4 so1t drink in -meri'a. -t t$is 'urrent pa'eountain &e( (ill *e'ome t$e 1irst non;'ola to rea'$ t$e +*illion gallon mark inone 2ear. Pepsi $as an advantage as an innovator in t$eir 1ield. 0$e2 (ill *e t$e1irst so1t drink makers to introdu'e a ne( one;'alorie soda 'alled Pepsi #ne (it$,

ust approved *2 t$e 5&-, -'e;


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against Coke and $ave *e'ome one o1 t$e (orld8s largest 'ompanies. -s 1ar asmarket s$are Pepsi stands strong. Here are 1e( vitals o1 market

Overall %ar&et S*are

PP!I C#L- 43.J C#C-;C#L- 3.J

&I0 PP!I ".J

&I0 C#


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Slogans

#ne o1 t$e main reasons 1or t$e popularit2 o1 Pepsi is t$e use o1 slogans ($i'$t$e2 use to a*stra't t$e 'ustomers. &i11erent slogans $ave *een used to attra'tdi11erent people o1 di11erent ages. 0$e2 use di11erent slogans in di11erent 'ountries

around t$e (orld.

5ollo(ing are some o1 t$e slogans used *2 Pepsi over t$e 2ears.

#30 0(i'e as mu'$ as a >i'kel8

#580 ore Boun'e to t$e #un'eD

#580 -n2 eat$er is Pepsi eat$erD

#5;0 0$e Lig$t Re1res$mentD

#5)0 Be !o'ia*le, Have a PepsiD

#$#0 >o( it8s Pepsi 1or 0$ose $o 0$ink EoungD

#$30 Come -live, Eou8re in t$e Pepsi @enerationD

#$;0 70aste t$at *eat t$e ot$er 'old9 Pepsi Pours it #nD

#$0 Eou8ve @ot a Lot to Live, and Pepsi8s @ot a Lot to @iveD

#;50 Have a Pepsi &a2D

#;;0 :oin t$e Pepsi People 75eeling 5ree9D

#)80 Cat'$ 0$at Pepsi !piritD &avid Lu'as Composer

#)#0 Pepsi8s got 2our taste 1or li1eD

#)30 Pepsi >o(M 0ake t$e C$allengeMD

#)


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#+0 Be Eounger, Have 1un, &rink PepsiD

#30 Rig$t >o(D Fan Halen !ong 1or t$e Cr2stal Pepsi ad

#


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Pro.uct Review

Competitive Review

0$e 'ompetitors to t$e produ'ts o1 t$e 'ompan2 mainl2 lie in t$e non;al'o$oli'*everage industr2 'onsisting o1 ui'es and so1t drinks. 0$e ke2 'ompetitors in t$eindustr2 are as 1ollo(s

Coca=Cola0$e Co'a;Cola '$allenge is to keep up (it$ ar'$rival, t$e PepsiCo. Compan2never ends 1or t$e orld8s K, 'ar*onated so1t;drink (ater. 0$e 'ompan28s so1tdrink in'ludes Coke, !prite and 5anta. Co'a;Cola is not t$e 'ompan28s onl2*everageO Co'a;Cola sells >e( C$illed inute aid ui'e *rands. -quariussports drink, and


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Nestle>estle does not give a toug$ 'ompetition to Pepsi as it mainl2 deals (it$ milkprodu'ts, *a*2 1ood and '$o'olates. But t$e i'ed tea t$at is >estea ($i'$ $as*een introdu'ed in to t$e market *2 >estle provides a 'onsidera*le amount o1'ompetition to t$e produ'ts o1 t$e Compan2. I'ed tea is one o1 t$e 'losest

su*stitutes to t$e Colas as it is a t$irst quen'$er and it is $ealt$ier ($en'ompared to 1izz drinks. 0$e 1lavored milk produ'ts also $ave *e'omesu*stitutes to t$e produ'ts o1 t$e 'ompan2 due to gro(ing $ealt$ a(arenessamong people.

Re. ullRed Bull in Pakistan is one o1 t$e most trusted *rands as it $as *een operatingever sin'e time and people $ave laid all t$eir trust in t$e 'ompan2 and t$eprodu'ts o1 t$e Compan2. Red Bull $as introdu'ed an nerg2 &rink in t$emarket. 0$ese produ'ts give a strong 'ompetition to aaza and to latest produ'tinute aid Pulp2 #range.


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:istri'ution o, Review

&e'isions (it$ respe't to distri*ution '$annel 1o'us on making t$e produ'tavaila*le in adequate quantities at pla'es ($ere 'ustomers are normall2eApe'ted to s$op 1or t$em to satis12 t$eir needs. &epending on t$e nature o1 t$e

produ't, marketing management de'ides to put an eA'lusive, sele'tive orintensive net(ork o1 distri*ution, ($ile sele'ting t$e appropriate dealers or($olesalers.

:irect .istri'ution0

&eliver2 o1 post miA '2linders N $andling o1 ke2 a''ounts 0$e ke2a''ounts are di11erent ($olesalers, restaurants and $otels likePizza Hut,


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".vertisements O, PEPS-


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Pepsi CareerPepsi sales are neAt dou*le in t$e summer mont$s and into earl2 1all. 0$isin'rease, teamed (it$ $eat o1 summer 'an (ear a driver do(n. Ho(ever, a1ter*eing on t$e route 1or summer 2ou learn to take 'are 1or 2our sel1.

Rise in Popularity&uring t$e great depression, Pepsi gained popularit2 1ollo(ing t$e introdu'tion in+3% o1 a +;oun'e *ottle. Initiall2 pri'ed at + 'ents, sales (ere slo(, *ut ($ent$e pri'e (as slas$ed in to 1ive 'ents, sales in'reased su*stantiall2. it$ radioadvertising 'ampaign 1eaturing t$e ingle Pepsi 'ola $its t$e spot 0(elve 1ulloun'es, t$at8s a lot 0(i'e as mu'$ 1or a ni'kel, too Pepsi;Cola is t$e drink 1or2ou.D


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S!OT "nalysis >Strengt*s7 !ea&enesses7 Opportunitiesan. T*reats?

Strengt*s !ea&enesses Brand !trengt$

11e'tive stride in ne( marketsResults o1 operations

!trong eAisting distri*ution'$annels

Reliant upon line eAtensions

Reliant upon parti'ular'ar*onated drinks

Brand dilution ntran'e intodi11i'ult none 'ore 'ategories

!aturation o1 'ar*onated so1tdrink segment

Opportunities T*reats >e( produ't introdu'tions

Brand is attra'tive to glo*alpartners

!trong 'ompetition

Potential $ealt$ issues 5ree 0rade

Strengt*s0

Pepsi $as *een a 'ompleA part o1 (orld 'ulture 1or a ver2 long time. 0$eprodu't8s is loaded (it$ over;romanti'izing, and t$is is an image man2 people$ave taken deepl2 to $eart. 0$e Pepsi image is displa2ed on 0;s$irts, $ats and'olle'ti*le memora*ilia. 0$is eAtremel2 re'ogniza*le *randing is one o1 Pepsi8sgreatest strengt$s. -dditionall2, Pepsi8s *ottling s2stem is one o1 t$eir greateststrengt$s. It allo(s t$em to 'ondu't *usiness on a glo*al s'ale ($ile at t$esame time maintain a lo'al approa'$. 0$e *ottling 'ompanies are lo'all2 o(nedand operated *2 independent *usiness people ($o are aut$orized to sell produ'to1 t$e Pepsi Compan2. Be'ause Cola does not $ave outrig$t o(ners$ip o1 its*ottling net(ork, its main sour'e o1 revenue is t$e sale o1 'on'entrate to its

*ottlers.

!ea&enesses0

eakenesses 1or an2 *usinesses needs to *e minimized and monitored in order

to e11e'tivel2 a'$ieve produ'tivit2 and e11i'ien'2 in t$eir *usiness8s a'tivities,Pepsi is no eA'eption. -lt$oug$ domesti' *usiness as (ell as main internationalmarkets are t$riving. Being addi'ted to Pepsi also is $eat$ pro*lem, *e'ause

drinking o1 Pepsi dail2 $as an e11e't on 2our *od2 a1ter 1e( 2ears .


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Opportunities0

Brand re'ognition is t$e signi1i'ant 1a'tor a11e'ting Pepsi8s 'ompetitive position.Pepsi8s *rand name is kno(n (ell t$roug$out 4J o1 t$e (orld toda2. 0$e

primar2 'on'ern over t$e past 1e( 2ears $as *een to get t$is name *rand to *eeven *etter kno(n. Pa'kaging '$anges $ave also a11e'ted sales and industr2positioning, *ut in general, t$e pu*li' $as intended not to *e a11e'ted *2 ne(produ'ts. Pepsi8s *ottling s2stems also allo(s t$e 'ompan2 to take advantage o1in1inite gro(t$ opportunities around t$e (orld. 0$is strateg2 gives Pepsi t$e

opportunit2 to servi'e a large geograp$i', diverse area.

T*reats0

Currentl2, t$e t$reat o1 ne( via*le 'ompetitors in t$e 'ar*onated so1t drinkindustr2 is not ver2 su*stantial. 0$e t$reat o1 su*stitutes, $o(ever, is a ver2 realt$reat. 0$e so1t drink industr2 is ver2 strong, *ut 'onsumers are not ne'essaril2married to it. Possi*le su*stitutes t$at 'ontinuousl2 put pressure on *ot$ Pepsiand Coke in'lude tea, 'o11ee, ui'e, milk and $ot '$o'olate. ven t$oug$ Co'a;'ola and Pepsi 'ontrol nearl2 4 J o1 t$e entire *everage market, t$e '$anging$ealt$ 'ons'iousness o1 t$e market 'ould $ave a serious a11e't. #1 'ourse, *ot$Coke and Pepsi $ave alread2 diversi1ied into t$ese markets, allo(ing t$em to1urt$er signi1i'ant market s$ares and o11set an2 losses in'urred due to1lu'tuations in t$e market. Consumer *u2ing po(er is also a ke2 t$reat in t$eindustr2. 0$e rivalr2 *et(een Pepsi and Coke $as produ'ed a ver2 slo( moving

industr2 in ($i'$ management must 'ontinuousl2 respond to t$e '$angingattitudes and demands o1 t$eir 'onsumers or 1a'e losing market s$are to'ompetitors.

Pro.uct 6i,e Cycle0o *e a*le to market its produ't properl2, a *usiness must *e a(are o1 t$eprodu't li1e '2'le o1 its produ't. 0$e standard produ't li1e '2'le tends to $ave1ive p$ases &evelopment, Introdu'tion, gro(t$, maturit2 and &e'line. Pepsi is'urrentl2 in its maturit2 stage, ($i'$ is evident primaril2 *2 t$e 1a't t$at t$e2 $avea large, lo2al group o1 sta*le 'ustomers.In 1oreign markets t$e produ't li1e '2'le o1 is in more o1 gro(t$ stage, Pepsi8s

advantage in t$is area is mainl2 due to its esta*lis$ment o1 strong *randing and itis no( a*le to use t$is are o1 sta*le pro1ita*ilit2 to su*sidize t$e domesti' Cola(ars.


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%ar&eting O'(ective

0$e o*e'tive is t$e starting point o1 a marketing plan. #*e'tives s$ould seek toans(er t$e question ($ere do (e (ant to goD 0$e purpose o1 o*e'tivesin'lude

0o ena*le t$e 'ompan2 to 'ontrol its marketing plan.

0o $elp to motivate individuals and teams to rea'$ a 'ommon goal.

0o provide an agreed, 'onsistent 1o'us all 1un'tions o1 an organization.

-ll o*e'tives s$ould *e !-R0 i.e. !pe'i1i', easura*le, -'$ieva*le, Realisti'and 0imed.

Speci,ic @ Be pre'ise a*out ($at 2ou are going to a'$ieve.

%easura'le @ ?uanti12 2our o*e'tives.

"c*ieva'le @-re 2ou attempting too mu'$

Realistic @&o 2ou $ave t$e resour'e to make t$e o*e'tives $appen

Time. @!tate ($en 2ou (ill a'$ieve t$e o*e'tive

#A %ar&et S*are O'(ectives00o gain %J o1 t$e market 1or so1t drinks industr2.

+A Pro,ita'ility O'(ectives00o a'$ieve a J return on 'apital emplo2ed.

3A Promotional O'(ectives00o in'rease t$e a(areness o1 t$e produ't in t$e market.


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%ar&eting Strategy

Segmentationaria'les :ata

Beograp*ic

!orl. Region -siaCountry Pakistan

Cities -ll maor 'ities o1 Pakistan

:ensity 6r*an

Climate Hot and &r2

:emograp*ic

"ge +4;3Q

Ben.er ale, 5emale

9amily si4e +;, 3;4, "Q

9amily li,ecycle arried, 6nmarried-ncome Rs.+,

Occupation 5rom middle 'lass to upper 'lass

E.ucation !'$ool, Colleges and 6niversitiesReligion aor religion Islam, C$ristianit2, Hinduism

and small per'entage ot$ers

Race -sian

Nationality Pakistani

Psyc*ograp*ic

Social Class iddle 'lass, 6pper Class6i,estyle -'tualizes, 5ul1illed, Believers, -'$ievers,

!trivers,Aperien'e8s maker and !trugglers.

e*aviouralOccasions Parties, Birt$da2s, !ports and Regular

#''asions

ene,its ?ualit2 and 0aste

Dser Status 5irst time user

6oyalty Status !trong

Rea.iness Stage -(are and Interested


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Positioning

Positioning is t$e pro'ess o1 'reating t$e image t$e produ't $olds in t$e mind o1'onsumers, relative to 'ompeting produ'ts. Co'a;Cola and Pepsi *ot$ make so1tdrinksO alt$oug$ Co'a;Cola ma2 tr2 to 'ompete, t$e2 (ill still *e seen as do(n

market 1rom Pepsi. Positioning $elps 'ustomers understand ($at is unique a*outt$e produ'ts ($en 'ompared (it$ t$e 'ompetition. PepsiCo plan 1urt$er to 'reatepositions t$at (ill giver t$eir produ'ts greatest advantage in t$eir target markets.Pepsi $as *een positioned *ased on t$e pro'ess o1 positioning *2 dire't'omparison and $ave positioned t$eir produ'ts to *ene1it t$eir target market.ost people 'reate an image o1 a produ't *2 'omparing it to anot$er produ't,t$us evident t$roug$ t$e 1amous *attles *et(een Co'a;Cola and Pepsi produ'ts.

Promotion

ran.ing0

Pepsi utilizes t$e individual *rand strateg2 as Pepsi8s maor produ'ts $ave givent$eir o(n *rand names ,or example0iranda, / 6p, et'. alt$oug$ t$e2 ma2*epresented as di11erent lines t$e2 operate under t$e name o1 Pepsi.

Pac&aging0Pepsi $as *ene1ited 1rom produ't (it$ in'entives and endorsements on t$ela*eling as a promotional strateg2 to in'rease its volume o1 sales and revenue A


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Produ't !trateg2

Core ene,it0- drink 1or re1res$ment (it$out al'o$ol."ctual Pro.uct0

ran. Name0 Pepsiuality 6evel0A'ellent:esign F Pac&aging0 Regular 7/" ml9, &isposa*le 7" ml9, Regular 7+ liter9,&isposa*le 7+." liter9, :um*o 7." liter9.9eature0Bla'k 'olor (it$ -spartame 7>utra!(eet9, !u'ralose, and -'esul1amePotassium."ugmente. Pro.uct0!tatus 7so1t drink9, 5eatures promoting t$e (e*site,Remove t$irst.

Pricing Strategy

In Pakistan, Pepsi Cola is *eing operated *2 Pakistan Beverages. Pepsi isavaila*le in t$e maorit2 o1 stores, outlets and $otels. It $as a $uge market o1'ustomers. Basi'all2 it is segmented 1or t$e 2ounger generation o1 Pakistan *ut*e'ause o1 its 'ustomized o11ering it is *eing 'onsumed *2 di11erent age groupsin our so'iet2. 0$e 'ompan2 $as o11ered Pepsi in di11erent quantities and pri'esin our market. Its market oriented statement is :are ,or %ore2A

Prices uantity

Rs. +"; " mlRs. "; " mlRs. 4; + liter Rs. "; +." liter Rs. %; +." liter Rs. /; ." liter

In our so'iet2 Pepsi o1ten redu'es its pri'es during t$e mont$ o1 Ramadan and att$e time o1 id. In t$is (a2 t$e2 adopt promotional pri'ing strateg2. ven i1 2ounoti'e on t$eir o11erings t$e2 are using produ't;line pri'ing strateg2 as t$e2 areo11ering di11erent quantities (it$ di11erent amount o1 mone2. In di11erent se'tors,

Pepsi $ave also adopted segmented pri'ing strateg2 as its pri'es are mu'$$ig$er in luAurious $otels and ot$er se'tors. Its main 'ompetitor is Co'a;Cola($en it 'omes to so1t drinks. Co'a;Cola $as also made various e11orts t$roug$di11erent pri'ing strategies and o11erings *ut Pepsi $ave also respondede11e'tivel2 to(ards t$eir a'tions t$roug$ initiating pri'e 'uts at t$e rig$t time 1oreAample, in t$e mont$ o1 Ramadan ($enever Co'a;Cola redu'es t$eir pri'es,Pepsi also responds t$roug$ pri'e 'uts and eventuall2 a1ter t$e period it raises itpri'es.


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%ar&eting Researc*$en attempting to implement a ne( marketing plan a *usiness must address its

target market and 'ondu't t$e relevant in1ormation to insure ne( marketing plan*ot$ di11ers 1rom t$e old and its *etter 1or t$e *usiness. $en 'ondu'tingmarketing resear'$ a *usiness must 1irst de1ine t$e pro*lem and t$en gat$er t$eappropriate in1ormation to solve t$e pro*lem. 0$ere are t$ree t2pes o1in1ormation a *usiness 'an gat$er to solve its pro*lem.

+. Aplorator2 resear'$ ($i'$ 'lari1ies t$e pro*lem and sear'$es 1or (a2s toaddress it.

. &es'riptive resear'$ is used to measure and des'ri*e t$ings like t$emarket potential 1or a produ't and '$ara'teristi's o1 t$e target market.

3. Casual resear'$ is used to test a $2pot$esis a*out a 'ause and e11e't

relation s$ip.

Pepsi t$roug$ its market resear'$ addressed all t$ree t2pes o1 resear'$ tode1ined t$e pro*lem raised *2 s$are$olders and gat$ered in1ormation to servet$eir needs.


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%ar&et Researc* uestionnaire

1. Please select your age group:

a. 5---12 b. 13---18

c. 19---25 d. 26---Onwards

2. Do you lie !o"t Drins#

$es %o.

3. &ow o"ten do you drin a 'ola#

()ery &our ()ery Ot*er &our Once a day

Once or +wice a ,ee %e)er

. ,*ic* 'ola do $ou Pre"er#

Pepsi 'oca-'ola .'. 'ola /ecca 'ola

0ictory 'ola

5. re you satis"ied wit* t*e current pricing o" Pepsi 'ola#

$es %o

6. &ow did you "ind t*e new brand Pepsi /#

(cellent 4ood )erage Poor

. &ow ,ould $ou ate Pepsi 'ola according to t*e "ollowing criteria:

Excellent Very

Good

Good Fair Poor

+aste

ualityPacaging

)ailability

Price


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8. ,*at i7pro)e7ents do you t*in are needed in Pepsi 'ola Please

'*ec all t*at apply#

etter +aste etter uality etter Pro7otion

%ewer ottle ;ower Price

9. Please gi)e so7e suggestions to i7pro)e Pepsi 'ola.


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9actors -n,luencing Consumer C*oice

$en making de'isions on produ'ts a *usiness must look at 1a'tors t$atin1luen'e 'onsumer '$oi'e su'$ as ps2'$ologi'al 1a'tors, !o'io 1a'tors,

'onomi' 1a'tors and @overnment 1a'tors.

Psyc*ological 9actors0!u'$ as motivation, per'eption, li1est2le, personalit2 and sel1 'on'ept, learningand attitudes in1luen'es t$e 'onsumer8s *e$avior to(ards a produ't and Pepsi$as addressed t$is issue *2 introdu'ing &iet Pepsi to satis12 di11erent li1est2les.

Socio Cultural 9actors0!u'$ as 'ulture, su*'ulture, so'io;e'onomi' status, 1amil2 and re1eren'e groupsin1luen'e t$e 'onsumer8s *e$avior to(ards a produ't.

Economic 9actors0!u'$ as &isposa*le In'ome and dis'retionar2 in'ome. Co'a;Cola $as addressedt$is side o1 t$e in1luen'e *2 maintaining a lo( pri'e on t$e pri'e o1 its produ'ts.

Bovernment 9actors0!u'$ as ne( regulations, in1lation, interest rates all in1luen'e 'onsumer spendingand '$oi'e.


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u.geting an. Controllingonitoring and 'ontrolling allo(s t$e *usiness to '$e'k 1or varian'e in t$e *udgeand a'tual. 0$is is important *e'ause it allo(s Pepsi to take ne'essar2 a'tions tomeet t$e marketing o*e'tives. 0$ere are t$ree tools Pepsi s$ould use to monitor

t$e marketing plan. 0$e2 are 1ollo(ing

#= Sales "nalysis0$e sales anal2sis *reaks do(n total *usiness sales *2 market segments toidenti12 strengt$s and (eaknesses in di11erent areas o1 sales. !ellers o1 Pepsiprodu'ts var2 1rom maor retail supermarkets to small 'orner stores. 0$is givesprodu'ts maAimum eAposure to 'ustomer at t$eir 'onvenien'e.

+= %ar&et S*are "nalysisarket s$are anal2sis 'ompares Pepsi8s *usiness sales per1orman'e (it$ t$at o1its 'ompetitors. Pepsi looks to in'rease its market s$are *2 over %J. it$ t$e

'$anges Pepsi is 'urrentl2 undergoing, t$e2 aim to regain an iron 1ist 'ontrol o1t$e market. 0arget market8s various age groups and li1est2les 1rom $ig$ s'$oolstudents to universities and male or 1emale.
http://images.google.com.pk/imgres?imgurl=http://www.neonsign.com/eng_neonsigns/images/pepsi2neon.jpg&imgrefurl=http://www.neonsign.com/pepsi2neon.html&usg=__iOxp81siq3jPtHOdcusDuSHMcwc=&h=500&w=375&sz=25&hl=en&start=44&tbnid=TiJ6_XQATe8MMM:&tbnh=130&tbnw=98&prev=/images%3Fq%3Dpepsi%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D40


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%ar&et Pro,ita'ility "nalysis

0$is anal2sis looks at t$e 'ost o1 marketing and t$e pro1ita*ilit2 o1 produ'ts, salesterritories, market segments and sales people. 0$ere are t$ree ratios to monitormarketing pro1ita*ilit2O t$e2 are market resear'$ to sales, advertising to sales and

sales representatives to sales. 0$e results o1 t$ese tools 'an $elp Pepsidetermine an2 emerging trends, su'$ as t$e need 1or di11erent produ't.Comparing t$ese results (it$ a'tual results gives t$e *usiness t$e idea on ($ento '$ange.

Documents

Final Report Pepsi