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Pepsico - Essay Example

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All these activities, from a marketing perspective, enable businesses to attract a market share, run profitably and sustainably. This paper examines the marketing concepts and subjects of marketing strategy that are presented and explained in a documentary program, CNBC special research/analysis on the company PepsiCo, which is headquartered in Purchase, New York, PepsiCo Inc is an American multinational company that produces markets and distributes grain-based snack foods and beverages. Like all businesses, PepsiCo has to gain a share of the highly competitive market, make profits, and create consumer value; however, this is not an easy feat to achieve without strategic marketing concepts and marketing strategies. The first marketing concept inherent in PepsiCo’s marketing strategy is the creation of healthy foods and drinks in response to the rise in global health issues, such as obesity (“Pepsi Documentary Part 1”). PepsiCo aims to produce snacks and beverages with low calorie, sugar, and salt, a challenging marketing strategy that is slowly transforming the scarcely known nondescript company into a leading global beverage and snacks company. Besides that, PepsiCo has an ever-increasing global presence, supplying a wide range of beverages and snacks all over the world; the company aims to satisfy customers through a regular supply of their products. The company fulfills all their customers’ needs by ensuring that there are no shortages of consumer products in the market, ranging from beverages up to snacks. Supplying customers with all their needs is an effective customer-centric strategy that enables PepsiCo to build strong customer relations while making profits. Research and innovation is at the center of PepsiCo’s marketing strategy; the company actively conducts research to discover new ingredients and flavors that can be used in its products (“Pepsi Documentary Part 1”). This research is very essential in the creation of new breakthroughs for the company; for instance, in its quest to establish healthier products, the company seeks to discover alternative sweeteners through the research. Research is an effective way of building customer value because the basis for the establishment of outstanding products caters for consumer needs. PepsiCo continuously seeks to create superior brands that are appealing to the customers, so that it can attract its share of the product market. Given the changing global attitudes towards lifestyles in particular, PepsiCo has an obligation to meet the new market needs by ensuring its products are in tandem with the emerging changes. PepsiCo’s research and product development center works tirelessly and relentlessly to establish new ideas the company can implement that, in order to create sustainable customer value and loyalty. For instance, PepsiCo’s product research and development center has been tasked to find ways of reducing the levels of sugar, calories, and salts in the company’s products as a strategic direction for the future (“Pepsi Documentary Part 2”). Ethics and cultural considerations are also part of PepsiCo’s marketing strategies; the company is firmly committed to societal values and cultural aspects that characterize its potential target markets. For instance, the company is strongly committed to reducing the leve ...Show more
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Summary

Date PepsiCo Inc Marketing Concepts and Strategy Marketing is a crucial aspect of every company’s business strategies, and every marketer strives to reach out to customers in product markets by creating customer value and strong customer relationships (Kotler and Armstrong 36)…
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