(RELAUNCH IN PAKISTAN)

PRESENTED BY:ASIF KHAN (BEM-1114)

FAHAD RIAZ (BEM-1121)ANJUM AHMED SIDDIQUI (BEM-1112)

INTRODUCTIONPepsi that has given the world its best-known taste is a world leader in convenient snacks, foods and beverages. Among beverages it deals in carbonated soft drinks, juices and bottled water. Among this portfolio, Pepsi Max is one of the carbonated soft drink that is being sold all over the world including Pakistan. It was launched in 2008 in Pakistan and was relaunched in 2009. Pepsi Max is a Sugar free drink with the slogan of “No sugar, Maximum taste”.

INTRODUCTION

The Marketing Failures of Pepsi Max In CSD Industry of Pakistan

Reasons of its Failures

The Solutions Against these Failure Issues

PRESENTATION AGENDA

PRODUCTS OFFER BY PEPSI CO.

MARKETING FAILURE

• Low consumption due to bad taste• Wrong Positioning (A Low Calorie Drink Yet

with a Strong Taste)• Bad packaging created image as Mobil oil• Low awareness due to ineffective Marketing &

Advertising program

REASONS OF FAILURE

Goals• Create awareness about low calorie drinks.• Increase Pepsi Max’s market share.• To generate high level of bonding with

consumers of Pepsi max by promotional activities and interaction with them.

• And Eventually To get number 1 position in diet soft drinks industry.

STRATEGIC FOCUS AND PLAN

BAD AWARENESS

GOOD AWARENESS

BAD TASTE

GOOD TASTE

PERCEPTUAL MAP OF PEPSI MAX

SWOT ANALYSIS

INDUSTRY ANALYSIS

SITUATION ANALYSIS

SWOT ANALYSIS

Competitors The competitors of the Pepsi Max are mainly

non-alcoholic beverages consisting of soft drinks and juices. The key competitors are as follows:

• Coca Cola• Nestle• Gourmet Cola

INDUSTRY ANALYSIS

• Urban areas among which first Karachi, Islamabad and Lahore.

• Youth are the main focus that prefer health conscious life style.

• Targeted those consumers who were split loyal to Pepsi and are experiencers.

TARGET MARKET

Pepsi Max segmented the market on all four basis

• Geographically it segmented the market into rural and urban areas.

• Demographically it segmented the market on Age and life cycle basis.

• Psychographically it segmented the market on the basis of life style.

• On behavioral basis it segmented the market on the basis of Attitude towards the product.

SEGMENTATION

PRODUCT “Pepsi Max Fresh Lime”• Low calorie drink with addition of Lemon

and Vitamin enriched waters under the name ‘Pepsi Max Fresh Lime”

• Change the colour of the bottle and make it transparent.

• Introduce Pepsi Max Fresh in Buddy Packs.

MARKETING MIX

PRICE

MARKETING MIX

PLACE• Started From (Karachi, Lahore and Islamabad)

then Expanded it Nationwide (Included Rural areas)

• Placed on all shops, grocery stores, khokhas, pan shops etc.

• Key accounts include Metro, Makro, Hyper star, PIA, Pizza Hut, and KFC.

MARKETING MIX

Promotion• TV advertisement (both satellite and terrestrial)• Free sampling• Radio ads• Print media advertisement• Magazine advertisement• In-store advertisement (flexes, brochures)• Bill boards• City dressing (flexes on poles)• Vehicle advertisement

MARKETING MIX

In short, Pepsi Max could not perform well in the carbonated soft drink industry as much as the investment was made on the product. The findings from the market research we made for this project results that there is a need for the company to,

Reinforce its positioning, Improve promotional strategies Improve product’s quality in terms of taste.

CONCLUSION

Thank You