Marketing Plan for Crystal Pepsi

Marketing Plan for Crystal Pepsi Term Paper example
Masters
Term Paper
Marketing
Pages 8 (2008 words)
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Table of Contents Executive Summary 2 1.0 Introduction 3 1.1 Company profile 3 1.2 Past Crystal Pepsi 3 1.3 Strategic Opportunity 3 1.4 Objectives 4 1.5 Target group 4 2.0 The product 4 2.1 Product Introduction 4 2.2 Pricing 5 3.1 Global Analysis 5 3.2 PepsiCo Analysis 6 3.2.1 Strengths 6 3.2.2 Weaknesses 6 3.2.3 Opportunities 7 3.2.4 Threats 7 3.3 Customer Experience Management 8 3.4 Ansoff Growth Model 8 3.5 Wiersema’s Customer Intimacy Model 9 4.0 Strategies 9 4.1 Exit strategy 9 4.2 Marketing Strategies 10 5.0 Resources for implementation 11 5.1 Financial resources 11 5.2 Non-financial resources 12 6.0 Monitoring and Evaluation 12 7.0 Recommendations 12 8.0 Annexes 14 9.0 Assumptions 16…

Introduction

However, it is possible to re-launch the product through intensive marketing activities and flavor changes. The company’s first priority is to build and manage its brand through the yet to be established Brand Charter. Above all, the company needs to increase its marketing endeavors to be able to compete effectively with the giants in the industry. The company intends to generate over $1.78 billion in net sales before the end of 2015 from Crystal Pepsi by investing about $850 million in marketing endeavors within the next three years, ending 2015. 1.0 Introduction 1.1 Company profile The mother of PepsiCo was Pepsi Cola Company, which was founded in 1898 in North Carolina. In 1965, PepsiCo was formed following a merger between Pepsi-Cola and Frito-Lay. PepsiCo motto is ‘Something for everyone’, a statement that perpetuates consumer inclusion. ...
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