report on pepsi twist1

8/13/2019 Report on Pepsi Twist1

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Superior University

MODULE:

Principle of Marketing

GROUP ASSIGNMENT:

Report

(Scanning Environment and Marketing Research based field Activity)

COURSE INSTRUCTOR:

Mr. Imran E a!

SUBMITTED BY:

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PROGRAM:

M.com & A


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INTRODUCTION TO PEPSI

Pepsi-Co ! most commonly called Pepsi is a *orld reno*ned brand. Pepsi is prod+cing,ola for more than "-- years. It is a soft drink prod+ced by Pepsi,o *hich is sold*orld*ide in stores resta+rants and vending machines.

T"e #r!n$ %!s tr!$e&!r'e$ on +ne "' "/-# tho+gh the drink *as first made on A+g+st&$ "$/$ by pharmacist ,aleb 0radham.

PepsiCo $ivisions oper!te in three ma or 1S and international b+sinesses2 beverages snackfoods and resta+rants.

T"e (orpor!tions in(re!sin) s+ccess has been based on high standards of performancemarketing strategies competitiveness determination commitment and the personal and

professional integrity3honesty of their people prod+cts and b+siness practices.

*ACTS ABOUT T+E COMPANY

". Pepsi is a 1SA based p+blic company *hose stocks are available in 4e* 5ork.&. Mo+ntain 6e* *as ac7+ired by Pepsi ,ola in "/'8.

#. Pepsi,o ac7+ired Pi!!a 9+t: ho*ever Pi!!a 9+t *as fo+nded in "/%$ by 6an and;rank ,arney.

8. arachi M+ltan 6era =ha!i >hanIslamabad ;aisalabad +etta 9yderabad Sahi*al 9attar.

$. Pepsi is an international brand so it also has other +nits in other co+ntries of the *orldlike America E+rope Afghanistan Middle East and ,entral Asia.


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,ompared *ith other ,ola in the market it is a bit s*eeter. ,ons+merBs s+rvey res+lts eCplain thesame o+tcome and Pepsi has been declared as the most *anted soft drink of Pakistan.

PepsiDs greatest rival is ,oca ,ola. ,oca ,ola has an international recogni!ed brand. ,okeBs basicstrength is its brand name. 0+t Pepsi *ith its aggressive marketing planning and 7+ick

diversification in creating and promoting ne* ideas and prod+ct packaging. In coming f+t+re Pepsiis also planning to enter into the field of fr+it drinks. ;or this p+rpose it has test marketed its mango +ice in >arachi for the first time.

hen Pepsi *as introd+ced in Pakistan it faced fierce competition *ith ?+p lemon and limedrinks *hich *as established d+ring "/'$ in M+ltan. Pepsi introd+ced its lemon and lime F


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Marketers need to be good at b+ilding relationships *ith c+stomers others in the company andeCternal links.


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People in the ma ority of co+ntries still appear to favor carbonated drinks d+e to health conscio+ss+ch as fr+it +ice and mineral *ater: *here as in the above fig+re it sho*s ho* aging factorscontrib+te to*ards drinks.

E$u(!tion

Ed+cation is a factor that affects the company 3 prod+ct so company has to make promotionalstrategies keeping in vie* the c+stomer level. If the percentage of ed+cation is high in a co+ntrythen thro+gh advertisements people can be made *ell a*are of their prod+ct and can convey theirmessage easily. Promotion and ed+cation has a direct relationship.

Popu !tion Distri#ution

Pop+lation distrib+tion means ho* m+ch pop+lation lives in +rban areas and r+ral areas. In Pakistan#% G pop+lation resides in +rban areas and '%G pop+lation lives in r+ral areas. Pepsi is foc+sing on+rban areas as people there are more inclined to*ards s+ch beverage *hile people in r+ral areas aremore inclined drinking lassi and desi drinks.

Popu !tion Density

It means n+mber of people in one s7+are km per area. >arachi has the largest pop+lation densityand Islamabad has less pop+lation density in Pakistan. Pepsi sales are more in >arachi as comparedto the sales in Islamabad.

ECONOMIC *ACTORS 2

". Income and Per ,apita Income.&. Inflation


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#. ,ons+mption 0ehavior.

8. Income 6istrib+tion.

%. Aggregate 6emand.

'. Aggregate S+pply.

?. Economic Policies.

a. ;iscal Policy.

b. Monetary Policy.

c. Price Policy.

d. Income Policy.

In(o&e !n$ Per C!pit! In(o&e

If the income level or per capita income of the people increases it *ill have a positive effect on thecons+mption of Pepsi.

In6 !tion

If the co+ntry faces inflationary trend in the market the price of the Pepsi *ill +ltimately increase*hich *ill lo*er its demand.

Consu&ption Be"!vior

Pakistan is a cons+mption oriented society. 6+e to demonstration effect the people are moreinclined to*ards cons+mption than saving. So the people of Pakistan spent heavily on food items.9ence Pepsi has a good market share in the present circ+mstances.

In(o&e Distri#ution

It means ho* m+ch is in the hands of rich and poor class. In Pakistan "-G rich people posses /#Gof *ealth and /-G people posses ?G of *ealth. If there is balanced distrib+tion of income in the

co+ntry the cons+mption of the people *ill increase hence increasing the sales of beverages as*ell.

A))re)!te De&!n$

In case of Pepsi collective demand of the prod+ct increases in the season of s+mmer as the hot*eather makes the cons+mers *ant to drink more.


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A))re)!te Supp y

In s+mmer season to cope +p *ith the increasing demand they have to increase the aggregate s+pplyof their prod+ct.

E(ono&i( Po i(ies

Some of the economic policies *hich can affect the market of Pepsi are disc+ssed belo*2

*is(! Po i(y

It is the policy of taCes. If heavy taC is levied on Pepsi then its price *ill rise havingnegative effect on its cons+mption.

Monet!ry Po i(y

Monetary policy is made to restrict or increase the s+pply of money in the market. If policiesare made to restrict the flo* of money in the market inflation can be controlled henceincreasing the real income of the people *hich *ill +ltimately affect the cons+mption ofPepsi.

Pri(e Po i(y

If price of Pepsi is increased its demand *ill decrease and vice versa.

In(o&e Po i(y

If income of the people *ill increase their p+rchasing po*er *ill increase and henceincreasing the market share of Pepsi.

P+YSICAL *ACTOR:

". Region.&. ,ity Si!e.

#. ,limate.

8. Infrastr+ct+re.

Re)ion

Pakistan is divided into different geographical regions. Marketing and sales of Pepsi is different indifferent geographical regions. In hot areas its demand is more.

City Si9e


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=overnment has given copy rights to Pepsi so that another company cannot sell their prod+ct by thename of Pepsi.


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CUSTOMERS:


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Pepsi spends a lot of b+dget on its advertising.

Pepsi has a very vast distrib+tion channel and it is easily availableevery*here.

Employees are also motivated.

Pepsi offers many disco+nt schemes for c+stomers time to time.

Pepsi ,ola is sponsoring sports m+sical concerts *alks.


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,ola drinks are not good for the health so the a*areness level of the people isincreasing *hich is a big threat to the company.

Re!sons o6 6!i ure o6 Pepsi T%ist4

According to a s+rvey cond+cted *e have fo+nd follo*ing facts2

".


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'. Peoples eCperience of Pepsi t*ist /.% G very pleasant &'.& G some*hat pleasant##.# G neither pleasant nor +npleasant &".8 G some*hat +npleasant and /.% Gvery +npleasant.

?. Peoples satisfaction regarding Pepsi


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9o*ever marketers of Pepsi


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*t#dent. &ther.

4- Ed#cat on. /r mar"(Matr c#lat on. ntermed ate. achelor!. Ma!ter(M /h l. &ther.

% om+an" bene' t ! a 'actor that +la"! a ! gn ' cant role nem+lo"ee t#rnover. Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

- *alar" ! an m+ortant negot ator b#t b" handl ng t rong "o#can blo the ob o''er or go to or at 'ar le!! than "o# m ght havegotten% Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

6- /er'ormance rev e ! one o' the 'actor! that lo er! themorale(con' dent or contr b#te! to 'actor! lead ng em+lo"ee t#rnover% Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

7- )o !en or! enco#rage and allo or ng to the be!t o' o#rab l t e!% Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.


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8- Mot vated em+lo"ee! al a"! loo 'or the better a" to do $oband are more 9#al t" or ented and +rod#ct ve('r# t'#l% Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

10- *el'- no ledge ! one common goal that ll hel+ ever"oneach eve +er!onal !#cce!! :E*. N&.

11- ! t +o!! ble 'or an em+lo"ee to ;'a!t trac ; or ' nd !hortc#t to ach eve +romot on #no'' c all"% :E*. N&.

12- E''ect ve em+lo"ee management and leader!h + allo "o# toca+ tal


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20= to 40= 40= to 0= 0= to 70= 70= to above.

14- Man" b#! ne!!e! ' nd the over 0>! age gro#+ hard to reach thtrad t onal mar et ng and advert ! ng? b#t *en or! #! ne!! ) !co#nt

ard !cheme ma e! t ea!".

Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

15- All +o! t on! and all em+lo"ee! are not e9#all" e". Agree. *trongl" Agree.

Ne#tral. ) !agree. *trongl" ) !agree.

1 - @he 9#al t" and var et" o' the em+lo"ee tra n ng "o# +rov de !e" 'or mot vat on.

Agree. *trongl" Agree.

%O&'(ARA'TERISTI'S

m+act

'RITI'A)*SY'(O)O+I'A) STATES

* ll ar et"@a! dent t" B@a!* gn ' cance

EC+er encedmean ng'#lne!!

A#tonom"EC+er enced

e!+on! b t" 'oro#tcome!

B Feedbac Dno ledge o' theact#al re!#lt!


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Ne#tral. ) !agree. *trongl" ) !agree.

16- @eam or nvolve! or ng con' dentl" th n a gro#+?contr b#t ng "o#r o n dea! e''ect vel"? ta ng a !hare o're!+on! b l t". Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.

17- /eo+le o''er ng ncent ve! are o'ten #nable to +red ct all o'the a"! that +eo+le ll re!+ond to them

Agree. *trongl" Agree. Ne#tral. ) !agree. *trongl" ) !agree.Thank you for giving your precious time.

___________________________

CONCLUSION So a Prod+ct may go to 6ecline Stage if


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Poor

report on pepsi twist1

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