27-07-2012, 12:48 PM
Marketing Strategy of Pepsi
Marketing Strategy of Pepsi.ppt (Size: 4.18 MB / Downloads: 59)
Pepsi in USA
Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads.
“The Light Refreshment” and “Refreshing without Filling.”
1960 “Sociables”
With the baby boom , 1964- Diet Pepsi.
In 1964, Mountain Dew, a regional soft drink favourite
Pepsico. 1965 Merge with Frito lay, a chips company
1990, Pepsi broadened its product line.
1990 Partnership established with the Thomas J. Lipton Company
Partnership, with Starbucks, produced Frappuccino, a new, coffee-based, ice-cold refreshment that rapidly became the nation’s most popular ready-to-drink cold coffee.
Concepts
Pepsi pioneered the concept of freshness dating, providing consumers with an easy-to- read product freshness code soon followed.
On the field, Pepsi partnered with the best—Major League Baseball, Major League Soccer and the National Football League
Pepsi in INDIA
PepsiCo to enter late 1980s
struggle hard to 'sell' itself to the Indian government. PepsiCo promised to work towards uplifting the rural economy of the terrorism affected north Indian state of Punjab by getting involved in agricultural activities.
Issues
understand the kind of strategy a multinational company develops to enter highly regulated economies that have immense market potential
analyse the importance of formulating and selling a business proposal in such a manner that it becomes attractive to the regulatory authorities of a foreign country
appreciate how and why a company changes its strategies in tune with changes in the regulatory environment of a foreign country
understand the role big private sector corporations can play in the development of the economies in which they operate
Hitbacks in India
Coca-Cola, had indeed been forced to close operations and leave India in 1977.
Even in the late 1980s, India had a closed economy and government intervention in the corporate sector was quite high.
Association with RPG group did not work out.
Target Market
PepsiCo, the US- saturation levels, the option to expand on a global scale seemed to have become inevitable for the company.
India was a lucrative destination since its vast population offered a huge, untapped customer base.
CSR
The company claimed that it would play a central role in bringing about an agricultural revolution in the state and would create many employment opportunities.
Pepsi's tomato farming project was primarily responsible for increasing India's tomato production.
Production increased from 4.24 million tonnes in 1991-92 to 5.44 million tones in 1995-96. The company's use of high yielding seeds was regarded as one of the reasons for the increase in productivity in tomato cultivation during the same period.