Marketing

1. PEPSICO

2. VISION STATEMENT
"PepsiCo's responsibility is to continually improve all
aspects of the world in which we operate - environment,
social, economic - creating a better tomorrow than today.”

3. MISSION STATEMENT
• "Our mission is to be the world's premier consumer
products company focused on convenient foods and
beverages. We seek to produce 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."

4. Introduction
• PEPSI COLA MARKET SHARE IS ABOUT 54% IN THE SOFT-DRINK
MARKET IN PAKISTAN BECAUSE IT IS VERY TRADITIONAL. PEPSI COLA
INTERNATIONAL, A SIGNIFICANT NAME IN THE COLA TRADE IS DOING
ITS BUSINESS IN PAKISTAN THROUGH FRANCHISING. PCI HAS
INDUSTRIAL FOLLOWING BOTTLERS IN PAKISTAN TILL NOW. SHAMIM
AND CO COMPANY IS THE LARGEST PRODUCER AND DISTRIBUTOR OF
PEPSI COLA SOFT DRINKS IN PAKISTAN.
• THESE FRANCHISES ARE SITUATED IN:
• KARACHI
• LAHORE
• MULTAN
• SUKKHER
• GUJRANWALA
• FAISALABAD
• PESHAWAR
• ISLAMABAD
• HYDERABAD

5. No 28 in the
World’s MOST VALUEABLE
PRODUCT

6. Pepsi Logos & Slogan

7. The Worlds Greatest Beverages
Brand

10. Pepsi major competitor is “Coca Cola” and there is no hesitation to
say these because everyone knows that and all the other cold drinks
and water, coffee, tea are the competitors
Competitors

11. Competitors
• The direct competitor of Pepsi is Coca Cola there is always ongoing
tuff competition between these two rivals with Pepsi leading with
54% market share and Coke gradually growing and catching up 36%
market share in Pakistan.
• These include Nestle and Shezan juices that do not pose a threat to
Pepsi as yet but has the potential to do so as it is exploiting the
natural aspect and health issues more and more to make people
conscious about physical fitness Pepsi has launched “Diet Pepsi” to
counter the physical fitness demands.

12. Pepsi owns more than ½ of the world’s beverages.
Pepsi is affordable in all the countries. It was not out of the
price range.
Pepsi comes in a variety of sizes worldwide so you can use it
for a crowd or as a personal snack drink .
Pepsi Statistics

13. SWOT ANALYSIS

14. Pepsi Marketing Mix
The 4 P’s of
Marketing:
The customer makes a comparison between the prices offered by other
companies and PepsiCo and then chooses the most suited offer.
The location of the organization plays a vital role in making its operations
profitable. If the organization outlets are located in some near markets
then it will be very easy for it to attract people
. PepsiCo pay out a large amount of its financial plan on publicity.
Promotion is done from beginning to end different mores like.
Anything that can be presented to a market to accomplish want or need

15. Pricing Strategy
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, despite being market leader is the same as that of its competitor Pepsi
Cola. Sometimes, 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.

16. DISTRIBUTION CHANNELS
• Pepsi Company makes two types of selling
• ➢Direct selling
• ➢Indirect selling
• DIRECT SELLING
• In direct selling they supply their products in shops by using their
own transports. In this type of selling company have more profit
margin.
• INDIRECT SELLING
• They have their whole sellers and agencies to cover all area. Because
it is very difficult for them to cover all area of Pakistan by their own
so they have so many whole sellers and agencies to assure their
customers for availability of Pepsi products.

17. Products & Brands
• PepsiCo's product mix as of 2012 (based on worldwide net revenue)
consists of 63 percent foods, and 37 percent beverages. On a
worldwide basis, the company's current products lines include
several hundred brands that in 2009 were estimated to have
generated approximately $108 billion in cumulative annual retail
sales.
• The primary identifier of a food and beverage industry main brand is
annual sales over $1 billion. As of 2009, 21 PepsiCo brands met that
mark: Pepsi, Mountain Dew, Lay's, Gatorade, Tropicana, 7
Up, Doritos, Lipton Teas, Quaker
Foods, Cheetos, Mirinda,Ruffles, Aquafina, Pepsi Max, Tostitos, Sierra
Mist, Fritos, and Walkers.

18. MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY
• ADVERTISEMENT OBJECTIVE
• Type of advertising with respect to product life cycle that Pepsi adopts is
reminder type. The reason behind this fact is that Pepsi is such a product
that is at the maturity level currently so for such a product companies mostly
go for reminder type of advertisement so that they can penetrate more and
more and same is the case with Pepsi.
• SETTING OF ADVERTISING BUDGET
• Pepsi sets its advertisement budget on the basis of competitor based
budgeting. Major competitor of Pepsi is Coca Cola and as Pepsi realizes that
Coca Cola has increased its advertising budget, straight away Pepsi
management plans to do the same so that they can compete in advertising
department as well.

19. • ADVERTISING STRATEGY
• Before creating advertising message the Pepsi Company gives lots of
time to the factor that the message must gain customer attention.
This is basically called “Clutter Buster” means that only that
advertisement will leave impact on customer mind that has some
specialty or uniqueness in it. For example in Pakistan Pepsi current
slogan “Dil Mange Abhi” has gained reasonable customer attention.
• ADVERTISEMENT MEDIA
• Pepsi Company advertises its products mainly through electronic
media that includes Television, Radio and Internet as well. Moreover
leading newspapers of Pakistan are also the targeted by Pepsi for
advertising. So we can say that Pepsi not only uses electronic but
print media for advertisement as well. Pepsi Company use different
mediums.
MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY

20. BCG MATRIX OF PEPSI

22. BCG Product Life Cycle

23. Departments
1. Administration Department
2. Production Department
3. MIS department
4. SIS Department
5. Finance & Accounts
6. Cash Department
7. Human Resource Department
8. Sales & Marketing Department.
9. Operations Department

24. WORK SPECIALISATION:
The work specialization is high, as each Manager is made
responsible for only a particular function, which is his
expertise. There is no boredom or monotony as each
salesman is meeting the different sort of person and the
work is challenging and promotions are based on
performance there is no monotony and boredom

25. SPAN OF CONTROL:
The span of control is low as there are 3-5 employees
reporting to their managers. This low structure is due to
the fact that organization is a vertical and different people
have different works to do so. It is also difficult to control
more than five people and still manage the resources and
people in an effective manner.

26. Thank you