The firm that is analyzed in the paper is PepsiCo, a global leading snacks marketer, and it is focusing on increasing market share in the market via careful targeting and creative marketing. The company sales arise from the North and South America, where it has customarily been a strong competitor in the market…
The researcher states that the PepsiCo trades a large range of brand including Pepsi cola, diet Pepsi, Doritos and Lipton teas among others. However, the company faces a stiff completion from the Coca-Cola and draft foods both of which are making marketing path in America, Europe and Asia. According to William and Robert the company must deal with a number of local brands and guarantee the loyalty of customer’s demands. Thus, PepsiCo’s marketer must persistently research on customer’s preferences and study the impact of environmental forces to develop the precise marketing mix for the right market. The company has released that most of the populace suffer from health predicaments; thus, it has developed a new product that will meet the healthier eating habit of customers. The walkers’ snacks are the new product in the market, characterized by their low sodium content. The product was discovered to meet the United Kingdom’s campaign to warn customers on the risks involved in the intake of high contents of salt. The company took the incentive of introducing this product that would capture the rising demand of customers to change their diets to something healthier in the market. In order to market the walker’s snacks in the market, PepsiCo Company has commenced reducing the level of salt in several other snacks worldwide. By so doing, the customers will opt for the company’s product, and consequently they purchase the new product among others. Meanwhile, it is discoursing usage of fats and sugar by making labeling more prominent so that customers can make educated choices. According to Justin and Longenecker (2011, 69), this strategy is extremely advantageous to the company in marketing the new product because it captures the customer’s confidence of the products offered in the market. When customers are convinced of the quality of the other products of PepsiCo, it will be easy for them to appreciate and accept the new product easily. Cheverton (2005, P. 57) indicate that the company via intensive research noticed that there was a higher use of digital media among young adults and youth that would be a large and productive target market for the new product. Thus, the company will use the internet, Facebook, twitter to communicate with customers and influence these customers on the significant of the product. It will allow customers to vote online for the new product will promote the product among the marketing mix in the market. The company will run contents asking customers to form and submit homemade television commercials for the new product in the market. The company has combined the digital marketing with social responsibility in that it will invite the customers to apply online for grants that would change their society. Roberts (2011, P.57) indicate that the strategy will make the customers notice and respond to its social responsibility and promote the buying decision of the new product in the market due to the earned positive image of the company. The marketing research done on the customer’s preference and demands in various countries will maintain a steady stream of new product introduced in the market. Financial management The impressive marketing strategies of the PepsiCo Company would make the introduction of the walkers snack in the market success. The company aimed to realize revenue of one million just 25 days after the product is introduced in the market. However, the new product is rarely an immediate success due to the challenges encountered during marketing. Thus, the Pepco marketers would be extremely keen in the purchasing pattern of the customers. The company should constantly modify product prices. ...
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The company specializes in the sale of beverages, particularly smoothies, fresh fruit juices and flavored drinking water which is the company’s unique selling point (DATAMONITOR, 2004). It has international presence in countries such as Ireland, Netherlands, Germany, France, Austria, Belgium, Denmark and Switzerland (Davis & Baldwin, 2005).
tion Strategy 16 Targeting Strategy 16 Positioning Strategy 17 Implementation and Controlling of the marketing plan 17 Marketing Budget 17 Action plan 18 Implementation and Control 19 Conclusion 20 References 21 Executive Summary Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing, because marketing, more than any other business function, deals with customers (Armstrong & Kotler, 2005, p.
This paper analyses the supply chain network of PepsiCo. The distribution strategies of the company have also been discussed in the paper. Assessing the Supply Chain Management (SCM) strategies of PepsiCo, the paper depicts the relationship of the company with its different suppliers and the inclusion of innovation as well as technology advancements in its overall distribution process.
An evaluation of the industry as a whole shows that general patterns of the industry are that of targeting a mass market on the elements of cost benefits, convenience and location where the concept of differentiation is missing. The industry is becoming customer centric in an attempt to win an almost perfect competition where there is neck to neck competition and price wars going on in the industry, ultimately giving rational customers a choice to select the best opportunities available.
The analysis of customers, business competitors, the business environment, marketing mix decisions and the action plan for the effectiveness of the brand are also part of this marketing plan. Product Outline Gatorade is a sports drink brand that is produced and distributed to more than 81 countries by its parent company PepsiCo.
Market description and development of strategy.
Outline of the product
The sports drink market is presently experiencing a growth stage and analyzing the trend product from sport drink category has been chosen. Lucozade Sports is one of the leading sport drinks in UK and also plays a vital role in New Zealand in managing lifestyles of the people.
Businesses today are highly preoccupied with the goal of being the most customer-centric companies through marketing techniques; effective marketing entails understanding and capturing consumer needs and wants, ensuring customers have a constant supply of their favorite products and services and developing high quality products that appeal to the customers.
It is a part of the bigger business plan. The marketing plan helps the business to focus on the goals and objectives. It varies depending on the type of business and the objective on which it focuses. Before designing the marketing plan the marketing manager needs to accumulate enough information about the competitors and the customers so that they can target the right market segment with appropriate strategy (McKinlay, O'Connor and Ross, 2007; Nijssen and Frambach, 2001).
The company needs to be aware of its strengths, weakness, opportunities and threats before it plans to invest into a particular market or enhance its market presence in the competitive market. A marketing strategy is said to be effective
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