23-11-2012, 03:28 PM
Sales & Promotion of PEPSI in Lucknow
SALES & PROMOTION At Pepsico.doc (Size: 687.5 KB / Downloads: 63)
EXECUTIVE SUMMARY
The distribution network of PEPSI is well known for its efficiency but company constantly strives for the betterment of their distribution network system. Emphasis of our study was to focus on the customer of company i.e., the retailers.
The Retail Mapping of LUCKNOW is an integral step for the assessment, development and betterment of this system. The distribution system not only comprises the movement of the products but also incorporates the merchandising of the product, which is very broad in its purview.
The project incorporates the analysis of the performance of PEPSI and probing into opportunities of increasing the market share in LUCKNOW . The entire process had to be in an organized manner in order to deliver meaningful results for the
Purpose of decision-making. The project was that of market research with surveys and observations as its major phases with the objective of gathering of all important information material for strengthening the position of PEPSI in LUCKNOW .,
PEPSI boasts of having the maximum market share in the beverage segment in LUCKNOW and is in constant process for the betterment of its product performance and customer as well retailer’s satisfaction.
INTRODUCTION
The Project “Sales promotion & Market Share of PEPSI in LUCKNOW ” Is designed on the lines of basic investment decisions to be taken by the senior officials of PEPSI for the purpose of amendments in the pre-existing distribution network in order to review and strengthen the routes. The findings of the project are very crucial for the increment of the market share of PEPSI in the LUCKNOW & Beverage Market.
Though the process is an ongoing one but the decisions have to be taken on a strong base, supported by facts and figures and that too on papers. This support can only be provided with the help of an extensive and through analysis of the market and the data collected thereof.
The Marketing Development Co-ordinator who was the lead or the project head delivered the objectives of the project to us expressly and we had to submit the day report to him along with the draft report. He was the in charge of the project and gave guidelines and directions to approach the project.
THE COMPANY PROFILE: PEPSI CO.
Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to retail, restaurants and food service customers in more then 190 countries and territories around the world and generates revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase, New York.
Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizza-hut, KFC and Taco bell. The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants.
The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S.market. They are positioned in close competition with Coca Cola inc. of USA.
GENERATION NEXT.
Although Pepsi holdings over the years have become diverse in such fields as the Snacks industry and Restaurants industry, this portfolio will discuss its core business and its highly successful business of Beverages. The soft drink industry customer base is probably the widest and deepest base in a world that is flooded with some many categories. According to Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola.
PRODUCT POSITIONING OF PEPSI CO.
Pepsi prefers to position itself as the beverage choice of the “New Generation”, “Generation Next”, or just as the “Pepsi Generation”.
These terms adopted in Pepsi’s advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to 18 year old market.
The rich deep blue coloring represents eternal youthfulness and openness. Marketing plans like “Yeh Dil Maange More”, “Got Another Pepsi”, “Ye Pyass Hai Badi” have made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category.