Executive Summary
Purpose of this project is to study the strategies which Pepsi is doing in Pakistani market for its product Pepsi cola. Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. In Pakistan It also has proved itself to be the No.1 soft drink.
Now days Pepsi is recognized as Pakistanis National drink Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke's basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken."
We also did analysis of the soft dink industry in Pakistan and world wide. The soft drinks set to become world's leading beverage sector. Global consumption of soft drinks is rising by 5% a year.
Table of Contents
Titles Page #1. Introduction 01
2. Mission and vision statement 01
3. Facts about company 02
4. Pepsi in Pakistan 04
5. Product in spot light 09
6. Market analysis of soft drink 10
7. Pakistani soft drink industry 13
8. Industrial SWOT analysis 14
9. External Environmental factors 16
10. Internal Environmental factors 21
11. Pre-marketing Mix 25
12. Marketing Mix strategies 27
13. Conclusion 39
14. Suggestions 40
INTRODUCTION TO THE COMPANY
Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. They produce, one of best carbonated drinks in the world. Pepsi is a symbol of hygiene, quality and service, all over the world. Pepsi is producing Cola for more than 100 years and it has dominated the world market for a long time. Its head office is in New York.
MISSION STATEMENT
"To be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy 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."
VISION STATEMENT
"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."
FACTS ABOUT THE COMPANY
1. Pepsi is a USA based public company whose stocks are available in New York.
2. Mountain Dew, acquired by Pepsi-Cola in 1964, switches its advertising and package graphics room hillbillies to action-oriented scenes.
3. The third Mountain Dew slogan appeared in 1973 "Put A Little Yahoo in Your Life."
4. PepsiCo acquired Pizza Hut, Inc. Pizza Hut was founded in 1958 by Dan and Frank Carney.
5. Taco Bell is was acquired by Pepsi. Taco Bell was established in the mid 1960s by Glen Bell.
6. PepsiCo purchased Kentucky Fried Chicken, the leader in the quick service chicken market. KFC was founded by Colonel Harland Sanders. Colonel Sanders began franchising the company in 1952. KFC was spun off along with Pizza Hut and Taco Bell businesses as Tricon Global Restaurants, Inc. in 1997.
7. PepsiCo purchases Seven-Up International, the third largest franchise soft drink operation outside the United States
EXECUTIVES
Ms.Indra K.NooyiChairwoman, Chief Exec. Officer and Pres
Mr. Richard Goodman
Chief Financial Officer
Mr. John Compton
Chief Exec. Officer of North America and Member of Liquid Refreshment Beverage Oversight Council
Ms. Cynthia M. Trudell
Chief Personnel Officer and Sr. VP
Mr. Donald M. Kendall
Co-Founder
HEAD OFFICE
PepsiCo, Inc. 700 Anderson Hill Road
Purchase, NY 10577
United States.
Phone: 914-253-2000
Fax: 914-253-2070
Web Site: http://www.Pepsico.com
PEPSI PAKISTAN
The market in Pakistan is surely dominated by Pepsi. It has proves itself to be the No.1 soft drink in Pakistan. Now days Pepsi is recognized as Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan, and from their after Pepsi is going higher and higher. Pepsi is the choice soft drink of every one. It is consumed by all age groups because of its distinctive taste. Compared with other Cola in the market, it is a bit sweeter and it contributes greatly to its liking by all. Consumer's survey results explain the same outcome and Pepsi has been declared as the most wanted soft drink of Pakistan.Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke's basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. In coming future Pepsi is also planning to enter into the field of fruit drinks. For this purpose it has test marketed its mango juice in Karachi for the first time.
When Pepsi was introduced in Pakistan, it faced fierce competition with 7up, lemon and lime drinks, which was established during 1968, in Multan. Pepsi introduced its lemon and lime, "Teem" to compete with 7up. It successfully, after some years, took over 7up, and this enhanced Pepsi's profits and market share. In Pakistan, Pepsi with 7up enjoys 70% of the market share where as the coke just has 20% markets share.
Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken."
FOUNDERS OF THE COMPANY
The company was initially owned by late Nawab Saddiq Hussain Qureshi & family till 1989. The Pepsi International franchise declared the management incompetent, thus, the company was handed over to a new set of personnel. The factory set up was reorganized & reestablished with expansion in various sectors. The Pepsi International did this by offering it to Mr. Jehangir Tareen, who formed up his new team. Mr. Jehangir Tareen is Nephew of General (late) Akhtar AbdurRehman.EXECUTIVES
Board of Directors:Mr. Akbar Akhtar Khan (Chairman)
Mr. Haroon Akhtar Khan (Chief Executive)
Mr. Gazi Akhtar Khan
Mst. Rasheeda Begum
Mrs. Mudina Akbar Khar
Mr. Saifullah Khan Paracha
Mr. Saeedullah Khan Paracha
Mr. Amjad Jhanzeb Khan
BankersAllied Bank of Pakistan Ltd.
Citibank N.A.
MCB
NDFC
The Bank of Punjab
UBL
Legal AdvisorCornehus, Lane & Mufti,
Nawa-i-Waqat Building,
4-Shahrah-e-Fatima Jinnah, LHR.
Taseer Hadi Khalid & Co.
Chartered Accountants.
MillKanjawani, Tehsil Samundri, District Faisalabad.
REGISTERED OFFICE
31 – N,
Gulberg II,
Lahore,
Pakistan.
UAN: 111-724-725
VARIOUS PRODUCTS IN PAKISTANI MARKET
PEPSI COLA, MIRINDA, TEEM, 7UP, MOUNTAIN DEW, DIET 7UP, DIET PEPSI, LAYS, KURKURE, AQUAFINA, PEPSI TWIST AND TROPICANA JUICES(introduced in Karachi only).FINANCIAL SUMMARY OF THE COMPANY AND PRODUCT In Karachi
Precisely the exact figures were not given so an estimated income statement and price profit is made under given facts.
15,000,000 (15 million) crates of all the soft drinks are sold per year all over Karachi.
250ml regular bottle is taken as standard, 1 bottle of 1 Liter is taken as 4 bottles of 250ml. (250ml*4 = 1 Liter)
15,000,000/12 = 1,250,000 crates sold per month.
1,250,000*24 = 30,000,000 bottles sold per month.
PEPSI share is approximately 65%.
30,000,000*65% = 19,500,000 PEPSI Share.
.kurkuray
Pepsi twist
Pepsi
Mountain dew
PRODUCT IN SPOTLIGHT: PEPSI
Pepsi Cola
Manufacturer:
PepsiCo
Country of origin:
USA
Introduced:
1902
Ingredients:
Amount per 100mL
Energy 196.5 kJ
Fat 0 g
Sodium 0.98 mg
Carbohydrates 11.74 g
Sugar 11.04 g
Protein 0 g
Caffeine 10 mg
Market Analysis of Soft drinks
Soft drinks set to become world's leading beverage sector Global consumption of soft drinks is rising by 5% a year, well ahead of all other beverage categories, according to the new 2003 Global Soft Drinks Report from leading drinks consultancy Zenith International. Now challenging hot drinks to become the largest overall sector, soft drinks volume is projected to reach 467 billion liters in 2003, equivalent to 75 liters per person."Economic and climate variations around the world present complications for all soft drinks companies, but many have succeeded at weathering the elements," commented Zenith Research Director Gary Roethenbaugh. "As a combined category, soft drinks offer a powerful growth proposition. The unrelenting advance of bottled water and still drinks, coupled with the scale of carbonates, help place soft drinks on track to become the number one beverage sector in 2005.
Market share of soft drinks in beverage industry
Concern over diet has persuaded many consumers to scale down their consumption of sugary drinks, instead choosing 'healthy' products such as fruit juice and bottled water. Despite this shift in attitude, the majority of consumers around the world still favor carbonated soft drinks over these alternatives, according to latest data from TGI. In 11 out of 15 countries analyzed, it is revealed that consumption of carbonated soft drinks is higher than consumption of fruit juice or bottled mineral water.
Age factor affecting the sales
Despite the fact that people in the majority of countries still appear to favor carbonated drinks over the perceived healthy alternatives such as fruit juice and mineral water, some interesting behavioral shifts underlie these figures. In many markets, an increase in the number of people choosing diet or low calorie alternatives has contributed to the overall sustained popularity of fizzy drinks.
Pakistani soft drink industry
About 75 million cases a year for Pepsi alone; the total beverage market is about 120 million cases of which 65% per cent are Pepsi products; about 20 to 22 per cent are Coca-Cola products and Zum Zum cola and Mecca Cola, Amrit Cola and Muslim Cola... there are so many colas; there is RC and Double Cola which are franchised products. Altogether they have around 5 per cent of the market. Due to the Afghan and Iraq wars, they did get a little footing especially in the frontier and Islamabad area but still they are not hugely popularTotal annual sale of soft drink in Pakistan 120 million cases
Pepsi annual sales in Pakistan 75 million
Market share of Pepsi 65%
Consumption growth 1.7 % per year
Industrial SWOT analysis
Strengths:The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume and current value terms. Carbonates dominate the market in both the on-trade and off-trade with the lion's share of sales. Carbonates have become part of the culture in Pakistan and multinational companies have maintained their standards over the years to provide consumers with high-quality carbonated drinks. Off-trade sales of carbonates are higher than those of the on-trade but both achieved strong growth over the review period
Weaknesses:
Liquid concentrates and powder concentrates are both seasonal categories in the market and their sales peak in the summer in Pakistan. Both Rooh Afza and Jam-e-Shirin are traditional sandalwood drinks in Pakistan which are highly regarded by consumers. These drinks can be found in every home in Pakistan, especially in rural areas, throughout the summer and are the mainstay of liquid concentrates
Opportunities:
The government of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and importers. The government also reduced other applicable taxes to promise more profits not only for soft drinks manufacturers already in the market but also to attract potential soft drinks manufacturers to invest in Pakistan. Tax reductions proved extremely beneficial to the soft drinks market in Pakistan and certainly encouraged and attracted multinational companies to invest in the country's soft drinks industry. The government also decided to tax the beverage industry on capacity of production rather than on actual production and that brave move encouraged soft drinks manufacturers to maximize production and reduce prices
Threats:
Increasing health and hygiene awareness among Pakistanis has greatly increased sales of fruit/vegetable juice products. Both the government and the media have started health awareness campaigns to make Pakistanis realize that consumption of fruit/vegetable juice is as essential as eating food. Fruit/vegetable juices are doing very well in both urban and rural areas. On the other hand, health and hygiene awareness has also led to increased sales of bottled water in Pakistan. Previously bottled water was targeted only at major cities where consumers are more health-conscious and aware of the difference between bottled water and tap water. Nowadays, health-conscious rural inhabitants also drink bottled water due to health concerns.
SWOT Analysis of PEPSI
SWOT Analysis, which is based on thorough review of the business (corporation, product category competition, customers and products), identities and evaluates the internal strengths and weakness of the companies well as its external threats and opportunities. The marketing mix is driven by the results of the SWOT analysis.STRENGTH
Demand of Pepsi is more than its competitors.
Company has a very established name and a good reputation.
Pepsi has large market share than its competitors.
As the target customers of Pepsi is young generation, so Pepsi has more brand loyal customers.
Most of the customers are satisfied with the price of the Pepsi.
Pepsi is an international company and it has a very strong position internationally.
The environment of factory is very good and attractive.
Pepsi spends a lot of budget on its advertising.
Pepsi has a very vast distribution channel and it is easily available everywhere.
Employees are also motivated.
Pepsi offers many discount schemes for customers time to time.
Pepsi Cola is sponsoring sports, musical concerts, walks.
The location of the Pepsi plant is utilized that all major markets of Lahore are within the reach of the Pepsi plant within 30-45 minutes.
Pepsi does not offer any sort of incentive or discount to its retailers.
Pepsi target only young customers in their promotions.
Crown of the disposable bottle is not good.
Demand of disposal bottle is declining.
Pepsi tin pack is not available in far off rural areas.
Pepsi is not considering many potential outlets like hotels, college canteens etc.
Company may start entering rural areas also.
The company may also diversify its business in some other potential business.
Increased interest of people in musical groups, cultural shows and sports has provided an opportunity for Pepsi to increase its sales through them.
The main competitor of the company is the Coca Cola.
At the international level, Pepsi has a very strong competition with Coke. Coke has started its advertisements more effectively to increase their demand and it is a very strong threat for Pepsi.
Cola drinks are not good for the health so the awareness level of the people is in creasing which is a big threat to the company.
HOW Internal and External factors affecting the strategies
Marketers need to be good at building relationships with customers, others in the company and external links. To do this effectively, they must understand the major environmental forces that surround all of these relationships. A company's environment consists of forces outside marketing that affect marketing management's ability to build and maintain successful relationship with the target customers. Every company should know the vital importance of constantly watching and adapting to the changing environment. As the world is moving fast today, no one can be certain about the future. The environment continues to change rapidly. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities.Some of the external and internal environmental factors that affect the marketing trend of the company are as follows:
EXTERNAL ENVIRONMENT
The macro environment consists of the larger societal forces that affect the microenvironment. The external factors are not under the control of the marketers; they can just observe them and make strategies in light of these factors. Some of these factors are given below:
Demographic Factors:
Age
The requirements of different age groups are different. Pepsi should target that age group that consumes it the most and make promotional strategies according to their behavior. So their main target is the young generation.
Education
A company has to make promotional strategies keeping in view the customer level. If the percentage of education is high in a country then through advertisements people can be made well aware of their product and can convey their message easily. Promotion and education has a direct relationship.
Population Distribution
Population distribution means how much [population lives I urban areas and rural areas. In Pakistan 35 % population resides in urban areas and 65% population lives in rural areas. Pepsi is focusing on urban areas as people there are more inclined towards such beverage while people in rural areas are more inclined drinking lassi and desi drinks.
Population Density
It means number of people in one square km per area. Karachi has the largest population density and Islamabad has less population density in Pakistan. Pepsi sales are more in Karachi as compared to the sales in Islamabad.
ECONOMIC FACTORS:Income and Income per Capita
If the income level or per capita income of the people increases, it will have a positive effect on the consumption of Pepsi.
Inflation
If the country faces inflationary trend in the market, the price of the Pepsi will ultimately increase which will lower its demand.
Consumption Behavior
Pakistan is a consumption oriented society. Due to demonstration effect the people are more inclined towards consumption than saving. So the people of Pakistan spent heavily on food items. Hence Pepsi has a good market share in the present circumstances.
Income Distribution
It means how much is in the hands of rich and poor class. In Pakistan 10% rich people posses 93% of wealth and 90% people posses 7% of wealth. If there is balanced distribution of income in the country, the consumption of the people will increase hence increasing the sales of beverages as well.
Payment Mod
As the use of plastic money is increasing the consumption pattern of the people are increasing. Although it will have a low affect on the consumption of Pepsi.
Employment Opportunities
As employment opportunities increase the living standard of the people increase and the people consume more.
Aggregate Demand
In case of Pepsi, aggregate demand of the product increases in the season of summer as the hot weather makes the consumers want to drink more.
Aggregate Supply
In summer season to cope up with the increasing demand they have to increase the aggregate supply of their product.
Economic Policies
Some of the economic policies which can affect the market of Pepsi are discussed below:
Fiscal Policy
It is the policy of taxes. If heavy tax is levied on Pepsi then its price will rise having negative affect on its consumption.
Monetary Policy
Monetary policy is made to restrict or increase the supply of money in the market. If policies are made to restrict the flow of money in the market, inflation can be controlled hence increasing the real income of the people which will ultimately affect the consumption of Pepsi.
Price Policy
If price of Pepsi is increased its demand will decrease and vice versa.Income Policy
If income of the people will increase their purchasing power will increase and hence increasing the market share of Pepsi.
PHYSICAL FACTOR:Region
Pakistan is divided into different geographical regions. Marketing and sales of Pepsi is different in different geographical regions. In hot areas its demand is more.
City Size
The cities which are densely populated the consumption of Pepsi is more.
Climate
Pepsi is more suitable for humid or hot weathered countries like Pakistan. It is a source of refreshment when a person is thirty due to the hot weather.
Infrastructure
Roads are the basic need for transportation of Pepsi from one place to another. Pepsi cannot open factories in every city of Pakistan so it has to transport it to other cities where Pepsi is demanded.
Electricity is the basic necessity for production of any product. Constant load shedding slows down the process of production which leads to less production and low market share.
TECHNOLOGICAL FACTORS:Research and Development
Through research and development quality of the product can be improved or better techniques or machinery can be developed which can increase the production. When technology is advance the supply of the product increase hence the company experiences growth in their business.
POLITICAL AND LEGAL FACTORS:POLITICAL STABILITY:
Whenever the government is considered to be stable, the business will flourish. If there is political stability in the country the policies and strategies made by Pepsi can be consistent to be implemented. Foreign companies are also keen to invest in those countries which are politically stable where they have no fear of decline in their market share or shut down due to sudden change of government.
Mixed Economy
In mixed economy government and private sector both plays their role in developing the economy of the country. Investment by foreign companies like Pepsi is more likely to flourish in mixed economy.
Laws Formulation
Government has given copy rights to Pepsi so that another company cannot sell their product by the name of Pepsi. The countries where laws are formulated, the strategies and activities of the company are different.
Social Responsibility
Pepsi's social responsibility is to provide its customers with clean and hygienic product so to do this they have increased the use of disposable bottles.
SOCIAL AND CULTURAL FACTORS:Psychographic
It is a combination of demographic and psychological factors. Psychological attributes mean how you perceive things. The company will focus on the behavior of consumers and make different changes in their product quantity or quality and in promoting their product so that they can attract the customers. Keeping in view that the behavior of different consumers is not alike they have to make their marketing strategies in accordance with their requirements so that they are convinced to buy the product.
Religious
Religious factors can influence the market sales of Pepsi as it happened in 2003 when the U.S-led attack on Iraq, wide sections of society in Pakistan have banned American multinationals Coke and Pepsi
Social Status
Pepsi is a well renowned brand. People who are brand conscious will not drink beverages of lesser known brands such as Amrat cola. They will try to show their status by drinking Pepsi which is known to all as a quality drink.
Media
It is a very important factor for marketing. Media these days is a very effective way of inspiring people to buy a specific product. A good promotion can boast up sales to a great extent.
INTERNAL ENVIRONMENT
CUSTOMERS:There are three types of customers
1. Consumer
2. Business
3. Government
Pepsi main focus is the consumers which are the end users. Pepsi has to make its marketing strategies keeping in view the consumer buying behavior. To forecast the behavior of the consumer is a business problem. Physical aspect of the consumer can be satisfied but it is difficult to satisfy the consumer psychologically. Consumer buying behavior is affected by certain factors like Cultural factors, Social factors, Personal factors and Psychological factors. So the producer should keep these factors in Mind while promoting their product so that they can acquire the customer and increase their market share.There are different consumers in a society whose behavior is not the same. Every consumer has a different perception of different products. Some consumers are impressed by one quality of the product which may be in the view of other consumer not that impressive. So to deal with different consumers in a society one should know about the consumer buying behavior process which may help in making a true picture of their product in the mind of the consumers.
CONSUMER BUYING BEHAVIOUR PROCESS:
Consumer buying behavior process is explained in some steps which are discussed below:
Need Identification
The consumer is thirsty and he wants to quench his thirst.Information Search
He will search as to what will satisfy his thirst the most.Evaluation of Alternatives
He will now evaluate from the wide range of beverages available to him that which one of them is suitable to him in terms of quality, taste and is pocket friendly.
Selection
After evaluating the product he will select a product.Purchase
The consumer will buy the selected product.Post-Purchase Experience:
It is the experience that the consumer gets after using the product. He will use the product again if he feels that his satisfaction after use is more or equal to the price of the product.
After looking at above mentioned example, we can get an understanding that a product should be so desirable that whenever a person identifies his need, he selects our product among various substitute products and he feel satisfies so that he retains the use of that product.SUPPLIER:
He is the person who provides raw materials to the producers or sellers. Suppliers form an important link in the company's overall customer value delivery system. They provide the resources needed by the company to produce its goods and services. PepsiCo International provides raw materials to Pepsi franchises in Pakistan. Supplier problems can seriously affect marketing. Marketing managers must watch supply availability i.e. supply shortages or delays, labor strikes and other events can cost sales in the short run and damage customer satisfaction in the long run. The company should monitor the price trends of their key inputs. Rising supply costs may force price increases that can harm the company's sales volume.
| No. | Material | Manufacturer/ Supplier(s) | Approved from |
| 1. | Pepsi Concentrate | PepsiCo Inc. Ireland & PepsiCo Factory in Hattar Estate. | Approval at the factory |
| 2. | Caps & Closures | Gatron Pakistan Limited | Approved form PepsiCo China. |
| 3. | Plastic Bottles | Galtron Pakistan Limited | Approved from PepsiCo China. |
| 4. | Glass Bottles | Balochistan Glass Mills Tariq Glass Limited | Approved by PepsiCo China. |
| 5. | Carbonated Water | Pakistan Bottlers (Pvt) Ltd. | Approved from PepsiCo U.A.E, Dubai. |
He is the person who is selling the same type of product in the market.
The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do.
Pepsi has a tough competition with Coca Cola while it faces a little competition with the local producers like RC Cola, Shandi Cola etc. The local producers hardly affect the sales of Pepsi in the market.
There are different types of competitor in the market. Some of them in which our product lies are discussed below:
Close Vs Distant Competitor
Pepsi and Coke are close competitors. It means that both have direct competition in the market, their products are close substitutes for one another. Both the products can influence the market share of one another through effective strategies made to cope up with their competitors.
Pepsi cola and Nestle juice are distant competitors of one another. It means that their products satisfy the same want but they are in indirect competition with one another.Strong Vs Weak:
Coca Cola and Pepsi are strong competitors. In Pakistan Pepsi is the market leader and Coca Cola is its competitor. The Pepsi makes defense strategies so that it can maintain its position in the market. While Coca Cola is a challenger and it makes attack strategies so that it can become the market leader.
Pepsi and Shandi Cola are weak competitors. Pepsi is the market leader and Shandi Cola is the follower. Pepsi is not in direct competition with the Shandi Cola. It means that Shandi Cola has little effect on the sales of Pepsi.
DISTRIBUTOR:Distributor maintains the image of the product and the sales in the market. If items are not properly placed by the distributor, it will disperse the market.
CHANNELS OF DISTRIBUTION
The Pepsi uses the following two channels for the distribution of their products.
Indirect Distribution
Indirect distribution involves agency holders e.g. Riaz Bottlers Pvt. Ltd. Lahore franchise has divided its region i.e. Lahore and Kasur districts in two categories.
Local Zone
These are 62 agencies distributing Pepsi Products (250ml Sd) only around Lahore in their respective allocated sub zones.
Out Station Zone
17 dealers have been appointed by the bottlers for far distant places and in out skirts of Lahore and Kasur the dealers involved in direct distribution are only authorized to sell 250 ml (STD) bottle of Pepsi, Team and Marinda.
Direct Distribution
The factory vehicles operate on 45 direct routes in Lahore selling non-returnable bottles Litter, Pet and Can.
PRE-MARKETING MIX
SEGMENTATIONIt means that you divide the target market in to different groups. Market consists of buyers and buyers differ in one or more ways. They may differ in wants, resources, locations and buying practices. Through market segmentation companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs.
Segmentation is done on basis of the previously mentioned external factors and the following:
Behavioral Base
It is how people perceive a specific product, in short psychological analysis of a product. Pepsi all over the world is recognized as a quality drink and therefore people drink it without any hesitation whenever they are thirsty or otherwise. So marketers of Pepsi have made it a drink for all people and for diabetic people they introduced diet Pepsi.
Cognitive Base
It pushes and pulls the consumer. If the outlook of Pepsi bottle is desirable and it attracts the consumer, he will buy it even if he isn't thirsty.
TARGET MARKETThe market which is focused by the producer is called the target market. Targeting is to focus on the target market to attract the customers.
CHARACTERISTICS OF TARGET MARKET
The target market should have some following features.
Accessible
It means that the target market which is focused should be accessible or easily approachable.
Substantial
The target Market should be substantial. It should have a specific size where strategies can be made and implemented.
Measurable
One should be able to measure the demand in the market.Comparable
The producer should identify that needs of different customers are different.
Profitable
The target market should be profitable for the producer.MARKETING STRATEGIES
There are different marketing strategies which are applied in targeting. Some of these strategies which Pepsi follows are discussed below:
Mass Marketing
Big firms or companies say that everyone is their buyer whether they belong to rural or urban area, big or small country, rich or poor, adults and small children etc. Pepsi is mostly used by the young generation but it claims that it is moving towards mass marketing.
POSITIONING STRATEGYIt means that you try to give image to your product in the mind of the customers. To give a true and positive picture of the product is the best positioning. The company should promote its good points or comparative advantage which it has over its competitors
DIFFERENTIATION STRATEGY
In order to serve your target market you introduce different things to your product so that your product can be differentiated from other products.
Basis of Differentiation
There are many bases on which a product can be differentiated but Pepsi has differentiated its product on the following base:
Product Differentiation
Pepsi differentiate its product from its competitors on the basis of brand, quality and taste.
Image Differentiation
Logo is used for image differentiation. Logo is what establishes a brand name in the consumer mind. It is the brands identification, signature and image. Pepsi has kept on changing its logo from time to time.
Marketing Mix Strategies
The soft drinks market in Pakistan enjoys dynamic growth in both volume and value terms. Carbonated drinks have become part of the culture in Pakistan and multinational companies have maintained standards over the years to provide the nation with high-quality drinks. Rural areas of Pakistan have driven sales of carbonated drinks to new heights as more than 60 percent of the population resides in rural areas and young consumers are more attracted to advertising. Pepsi is the most popular and leader brand in the Pakistani market and is consumed by children and adults alike. Pepsi is a responsible corporate brand of Pakistan and have contributed a lot to the economy.
In marketing, a product is anything that can be offered to a market that might satisfy a want or need. Until unless the product of the company is not strong in the market it can not survive in the longer run.
Pepsi has a product line comprised up of carbohydrate drinks, Lays and many other products in Pakistan. Pepsi's product line satisfies consumer needs because Pepsi produces different types of soft drinks for different consumers.
The most popular product of Pepsi is Pepsi Cola. Due to its good taste Pepsi is a well-known product. Thus Pepsi Cola satisfies the consumer's needs efficiently by launching a desired product.
New product development by Pepsi
Pepsi is doing new product development on frequent interval of times. The purpose of which is to refresh the brand. By new products and innovative ideas consumers can easily be attracted.
In following ways Pepsi is doing new product development.
New product category
Pepsi which is mainly a company of soft drinks After establishing a brand in Pakistan Pepsi came into several new product category. Lays, kurkuray and aqua fina, fast food restaurants are the examples of new product category.
Product line extension
Mountain dew is the most recent addition in the product line of soft drinks which is very popular especially among the youngsters.
However Pepsi launch its several variants with a minor difference on frequent interval of time. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan.
Line Filling
Pepsi claims that they are doing mass marketing but there was an unfilled gap in the consumers. The diabetic patient can't use the regular Pepsi because of the sugar. So Pepsi had introduced diet Pepsi to fill the gap in their drinks as of then onwards even diabetic people became their consumers.
Incremental ImprovementPepsi jumbo is an example of incremental improvement made by Pepsi. It was 2.25 litter bottle introduced few years ago in Pakistan. The purpose of this packing is to offer the Pepsi to a family for one or two time meals. Price of this pack is also kept low so that is can be affordable easily by the consumers.
PRODUCT line
| SODA | WATER | CHIPS | JUICES |
| Pepsi cola | Aquafina | Lays | Tropicana |
| Teem | Kurkure | ||
| Mirinda | |||
| 7up | |||
| Dew | |||
| Pepsi twist |
WIDTH
Different product line,
Soda
Diet soda
Purified water
Chips
Juices
Length includes number of items produced by Pepsi under each appropriate column of width. For example in column of soda drink marinda and team etc comes in.
DEPTH
The variants that are offered by Pepsi in terms of size and quantity,
1. 175 ml Mini Bottle
2. 250 ml Regular Bottle
3. 300 ml Tin
4. 1000 ml Regular Liter Bottle
5. 1500 ml Disposable Bottle
BRANDING:
Consumer view a brand name as an important part of the product and branding can add value to the product. A name, term, sign, symbol or design or a combination of these intended to identify the goods and services of one seller or group of seller and to differentiate them from their competitors.
LOGO
Logo is what establishes a brand name in the consumer mind. It is the brands identify, signature, image and more often it is a logo that makes of breaks a product logo plays a very effective role to improve the product or brand. Pepsi kept on changing its logo from time to time along with the trade marks.
Evolution of Pepsi logo
| 1909-1939: | Delicious and Healthful |
| 1939-1950: | Twice As Much For A Nickel Too |
| 1950-1963: | The Light Refreshment |
| 1953-1961: | Be Sociable |
| 1961-1963: | Now It's Pepsi For Those Who Think Young |
| 1963-1967: | Come Alive! You're In The Pepsi Generation |
| 1967-1969: | Taste That Beats The Others Cold |
| 1969-1973: | You've Got A Lot To Live, Pepsi's Got A Lot To Give |
| 1973-1975: | Join The Pepsi People Feelin' Free |
| 1975-1978: | Have A Pepsi Day |
| 1978-1981: | Catch That Pepsi Spirit |
| 1981-1982: | Pepsi's Got Your Taste For Life! |
| 1983-1983: | Pepsi Now! |
| 1984-now: | Pepsi, The Choice Of A New Generation |
2000 The choice of a new generation.
2003 Zinda Dilon Ki Pehchan.
2006 Generation next.
PRICE
The amount of money charged for a product or service, or sum of the values that consumers exchange for the benefits of having or using the product or services. As price gives us the profit so this P is very important for business price of product should be that which gives maximum benefit to the company and which gives maximum satisfaction to the customer.
Following factors Pepsi kept in mind while determining the pricing strategy.
Price should be set according to the product demand of public.
Price should be that which gives the company maximum revenue.
Price should not be too low or too high than the price competitor is charging from their customers otherwise nobody will buy your product.
Price must be keeping the view of your target market.
The price of Pepsi Cola, despite being market leader is the same as that of its competitor Coca cola.Some times, Pepsi places its customers into some psychological pricing strategies by reducing a high priced bottle and consumers think that they save a lot of money from this.
Prices of different bottles
Regular bottle e= rupees 10
Non Returnable/disposable= rupees 17
Liter Bottle=rupees 30
1.5 Liter Bottle= rupees 50
2.25 Liter Bottle= rupees 60
Analysis of the product in Pakistani marketAccording to a survey conducted by brand award association availability has been declared as the second best contributing factor in the success of Pepsi and it simply indicates that effectiveness of its distribution network which ensures its availability in every far off corner of the country. Affordability has been rated as the third best option and indicates consumer's sensitivity to prices of daily consumption items. Quality has been considered as the lowest rated criterion and it is unusual. It indicates that counterfeit product is getting prevalent in the market. There are more than ten COLAS in the market and the popular acceptance of Pepsi is creating problems in its way of success. Pepsi will have to make a strong drive to close all illegal manufacturing and packing of cola carbonated drinks which has become common now-a-days and counterfeit cola replacements can be seen in every market
PRICING STRATEGIES
Competitionbased pricing approach
Pepsi has intense competition with the coca cola the largest soft drink company world wide. So its pricing cant exceed too much nor decrease to much as compared to the price of coca cola. If price of the Pepsi exceed too much from the coke peope will shift to the coca cola and on the other hand if the price of Pepsi decreases people might get the impression that quality of the Pepsi is also low.
Promotional Pricing Policy
Pepsi has offered promotional prices very frequently. Especially on some occasion Pepsi reduces its rates. like in Ramazan Pepsi reduces its rate unto 5 rs on 1.5 litter bottle.
Market Penetration Pricing Policy
Prices in beverage industry are determined by the consumer. In an economy like that of Pakistan, consumers tend to switch towards a low priced product. Pepsi objective is to target every consumer of the country so Pepsi has to set its prices at such a level which no one can offer to its consumers. That is why Pepsi Cola charges the same prices as are being charged by its competitors. Otherwise, consumers may go for Coca Cola in case of availability of Pepsi at relatively high price.
DISCOUNTS
Pepsi Cola offers various discounts to those retailers who have the maximum sales of Pepsi products on daily, monthly and on seasonal basis. Same of the main discounts given to the retailers are as follows:
Quality Discount
Following are discounts offered by Pepsi.
1/10 Discount
I.e. one case of Pepsi is free on buying 10 cases of Pepsi at one time.
2/20 Discount
I.e. two cases of Pepsi are free on buying 20 cases of Pepsi at one time.
Seasonal Discount
Following are discounts offered by Pepsi.
Pepsi also offers seasonal discounts schemes by reducing price in Ramadan and on Eid. Pepsi also offers trade in allowance for retailers.
3 B – F Discount
I.e. some times, especially in the off-season duration, in order to increase the sale of Mirinda and Teem, 3-BF discount is given (i.e.) 3 bottles free on purchasing every case of Teem and Mirinda.
INCENTIVES
Mainly two types of incentives are given by the Pepsi Cola:Incentive to Retailers
Pepsi Cola provide various incentives to retailers on the best sales and achieving the predetermined sales targets. These incentives are in the shape of:
Deep Freezers
Return Tickets
Free Transportation Services.
Incentive to Dealers
The best dealer of the year is awarded with a brand new Suzuki Pickup. The second best is awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle East.
Credit
There is no credit system in the beverage industry. Every single bottle is sold on the cash basis.
Special Offers
Pepsi Cola gives special offers to consumers on special occasions like Ramadan and Eid days instead of decreasing the price of the products, some special packs like Pakkora Mix, Chat Massala, or Free Drinks with Liter Bottles are offered.
PLACEMENTPlacement is accomplished through efficient and sufficient channels of distributions. These channels constitute systems of economic institutions through which producers deliver goods and services into the hands of their users. There are various channels through which Pepsi distributes its output.
PRODUCT OUTFLOW
Pepsi Cola International has given franchises all over Pakistan. These companies have installed their plants in different parts of Pakistan with these specified areas and names e.g.
| City | Name of Franchise |
| Karachi | Pakistan Bottlers |
| Lahore | Riaz Bottlers |
| Faisalabad | Punjab Beverage |
The cities in which the Pepsi units are:
Lahore
Sukkur
Karachi
Multan
Dera Ghazi Khan
Islamabad
Faisalabad
Quetta
Hyderabad
Sahiwal
Hattar
Pepsi is an international brand so it also has other units in other countries of the world like America, Europe, Afghanistan, Middle East and Central Asia. The big advantage for Pepsi in Pakistan is that it distributes the product through bottlers. So bottlers' effort also contributes in the promotion of Pepsi.Direct Distribution
Indirect Distribution
Local Zone
Outside Zone
Direct Routs – 45
Authorized Dealers - 17
Agencies – 62
CHANNELS OF DISTRIBUTION
The Pepsi uses the following two channels for the distribution of their products.
1. Indirect Distribution
Indirect distribution involves agency holders e.g. Riaz Bottlers Pvt. Ltd. Lahore franchise has divided its region i.e. Lahore and Kasur districts in two categories.
Local Zone
These are 62 agencies distributing Pepsi Products (250ml STD) only around Lahore in their respective allocated sub zones.
Out Station Zone
17 dealers have been appointed by the bottlers for far distant places and in out skirts of Lahore and Kasur the dealers involved in direct distribution are only authorized to sell 250 ml (STD) bottle of Pepsi, Team and Marinda.
2. Direct Distribution
The factory vehicles operate on 45 direct routes in Lahore selling non-returnable bottles Litter, Pet and Can.
SPECIAL POINTS
Other than these some special points are also being looked after by direct sales vehicles such hotels restaurants, public parks, big and reputed super stores etc. At Avari, Pearl continental, village, Seas magnificence etc. Pepsi Cola directly distributes the products.
Promotional StrategiesIn Pakistan Pepsi is the most liked soft drink especially by young generation so the Pepsi cola company has devised such marketing strategy which attracted them. For this reason they started monitoring the habits of the generation. What they saw was that the students were crazy about cricket and usually liked to idealize them so in order to increase their sales the Pepsi cola company paid high amounts of money to the cricketers to act as their spokes men.
Some of the most famous cricketers in the modern era have acted as spoke persons also film stars have been acting as spoke persons.
The Pepsi cola company has after doing research also has introduced different size of bottles offered at lower prices so that every one can afford them. Also Pepsi Company has introduced other soft drinks including mountain dew, seven up and marinda. Pepsi company has introduced other flavors such as Pepsi twist, Pepsi max diet Pepsi.
Pepsi Cola Company has also become official sponsors of Pakistan cricket and has sponsored a number of series.
Also Pepsi has donated a lot to the earth quake victims and has launched a number of prize schemes to attract new customers
As a result of this marketing strategy Pepsi has become the largest seller of soft drinks in Pakistan and is slowly forming a monopoly in drinks market. Although many soft drinks like Pepsi have been introduced such as Amrit Cola, Quibla Cola offered at lower prices but none of these drinks have been able replace it.
Following are the strategies:
Comparative Parity Method:
As we have already discussed Pepsi pricing strategy is determined y consideration the strategy of coca cola so in this case also Pepsi ads are telecasted with the competition in coca cola which is its direct competitor.
Objective and task methods
When Pepsi introduced any new variant they have advertised it heavily. Objective of which is to make a space for new product in the market. We have seen the heavy advertisement of Pepsi max in previous days.
Seasonal advertisement:
Frequency of the Pepsi ads varies from time to time. When the season is on Pepsi do heavy advertisement especially in ramzan days or eid occasions but this advertisement not remain consist. We can hardly see the ads of Pepsi now as there is winter season.
CONCLUSION
Pepsi is a well renowned company and it has maintained its position well by understanding the client psychology, by ensuring quality, by introducing ingenuity in products, by enlarging its product base, by keeping economic factors in view and by intense and jazzy advertisements.Whenever and where ever there is a spotlight event, Pepsi must figure in, like the one day international cricket matches between India and Pakistan many other such occasions. The key word for success in the Marketing World is to "remain in the spotlight" and that is what Pepsi is doing.
SUGGESTIONS
The marketing world is full of surprises. Who could imagine that Coca Cola would be overtaken by Pepsi? If Coke could be overrun by Pepsi, it would be no wonder that Pepsi might be overtaken by some other beverage. The need then is to combine quality with ingenuity. Along with that, the reputation of the company has to be kept robust.Today we live in a fast moving world where novelty and newness count a lot. One cannot rest on one's laurels. Fresh efforts, newness of approach must remain the cardinal principles of a well orchestrated marketing strategy and the campaign must be relentless. A continuous bombardment in advertisement would convince the clients that Pepsi is a part of their lives. In order to live with style, Pepsi ought to be an essential ingredient of one's life.
The Pepsi is at its maturity stage and the sales of company are not growing very rapidly. Company is doing a lot of promotional activities to let the product remain in the market. It holds a large share of the market and whenever the sales state declining, the company can improve it by different promotional activities.
Marketers of Pepsi can try to improve sales by improving one or more marketing mix elements. They can cut prices to attract new users and competitor's customers. They can also launch a better advertising campaign or use aggressive sales promotion to improve the sales. Thus, Pepsi is at its maturity stage.
