Mountain Dew has more than 8.5 million followers and Pepsi Max also more than 1 million [4]. The differential strategy entails producing products which are different from those of the competitors. Economictimes – Pepsi 4 years sponsorship. Marketing plans at PepsiCo PepsiCo (n.d.) is a global food and beverage leader with a diverse product portfolio that includes 22 brands that each generates over $1 billion in revenue (“Global Brands”, n.d.). These activities include: Pepsi invests in R&D for continuous product innovation and for finding faster growth. On the other hand, it has also made the brands more conscious regarding product quality and customer service because any comment or news shared on social media reaches millions in a few seconds. 1. Growing e-commerce in US and China was one of the primary factors driving business growth in 2017 in these markets. Pepsico is one of the two leading soda beverages brands in the industry. Offering more products with higher nutritional value whole grains, fruits and vegetables, dairy, protein and hydration. Pepsi spent 2.4 billion dollars solely on advertising [1]. Provided 11 million people with safe water access since 2006. He likes to blog and share his knowledge and research in business management, marketing, literature and other areas with his readers. Like Coca Cola it too spends heavily on marketing and promotion. PEPSICO, INC. Any leading brand is investing heavily in digital technology for marketing and better customer experience. Pepsi spent 2.4 billion dollars solely on advertising [1]. The company has a large product portfolio that includes 22 Billion dollar brands that earn more than a billion an year in revenue. Pepsi is one of the leading brands in the soda industry. Video campaigns can be run through YouTube as well as Facebook and Twitter. Pepsi-Cola, diet Pepsi, Pepsi max, mountain dew and so forth. Nearly a decade owed the firm, Merarge sold it to Charles Guth, who reconstructed the, known rival is the Pepsi. YouTube is the most attractive social media platform for sharing videos and several of its videos have been watched more than 4 million times which shows how YouTube can expand a brand’s reach without any major investment [4]. Product innovation becomes essential because of continuously evolving tastes of the consumers and there are other factors too that necessitate continuous changes across the product spectrum. Its snacks and beverages are popular in more than 200 countries. In the food category, the brand introduced Three Minutos which is an affordable whole grain oat based food product meant to deliver daily nutrition to the Latin American consumers. In 2017, its marketing budget was 4.1 billion dollars and that of Coca Cola was 3.9 Billion dollars. It had a banner placed on the Mir space station and painted a Concorde airplane blue, aside from other activities. The brand is also investing heavily in technology for superior growth and for marketing. Ho… PepsiCos generic competitive strategy is based on the need to address market pressure coming from its biggest rivals, including the Coca-Cola Company. Through, Review the critical external and internal environmental factors that have strategic implications in the future for Coca Cola and Pepsi It sold more than 40,000 Hello Goodness vending machines, coolers and racks across US. Its income from food products has kept growing and in 2017 the brand earned 53% of its revenue from food products and only 47% from the beverages products. Marketing Plans At Pepsico ( N.d ) 1182 Words | 5 Pages. Apart from that, a large sum is also spent on television advertising and other traditional methods of advertising. Pepsi has entered similar partnerships in cricket too for the promotion of its brand and products. The goodwill gained from the campaign can be measured on one hand with a negligible effect not only on sales but arguably in pop culture significance. It was formed after the merger of Pepsi and Frito lay in 1965. In order to respond to the changing preference of the consumers, the brand has released a large range of health friendly products that contain less sugar or have high nutritional value. Big Data is also helping understand and cater to customer demand for food products in North America. Since Pepsi uses both pictures and promotional videos to promote its brand and products. In 2017, its marketing budget was 4.1 billion dollars and that of Coca Cola was 3.9 Billion dollars. The company was first established in the 1890s in the state of Delaware and has since expanded over the years to become a multinational corpor… According to Pepsi’s annual report, though, they increased their global marketing and advertising budget by more than 12% for 2019. For example, in 2015 Lay’s collaborated with renowned artist Malika Favre to develop iconic illustrations for special edition packaging, promotions and activations as part of the brand’s global summer campaign. Abstract: The relationship between Pepsi and Sports is old. PepsiCo Marketing, and Promotional Strategy in the Market. The company already has a significant share of food and beverage business, but it wants to broaden its product portfolio by securing local market shares.. Improving product quality as well as safety and integrity. Its Pepsi zero sugar or Pepsi max also continued to gain throughout the world. Social Media Marketing Strategy of Pepsi. Global Market Entry Strategy In the UK, its Tropicana brand is … It has 20 billion dollar brands in its portfolio. Student author Like Facebook, Pepsi also promotes its brand and products through Twitter. Pepsi On the one hand, social media has helped the brands with marketing to allow them to connect with millions of customers globally in an instant and without any financial investment. However, to achieve superior growth and remain competitive, it is also investing in digital technology and e-commerce that does not just improve its reach but also helps the brand create better customer experiences. PepsiCo has adopted effective growth strategies in the context of global food and beverages industry. And just like their rival Pepsi and every other beverage companies, they also have plans for marketing strategies and their marketing strategies are effective and creative as well. According to Chad and Gabriel (2003), “Coke, Marketing plans at PepsiCo Sales promotion 3. It promotes its products as well as sponsorships and events, all through its Facebook accounts. Even after the recession, the soda brands have continued to face difficulties because of the sweeping changes globally throughout the industry. In this way, it uses a large mix of traditional and innovative channels for the promotion of its brands and products. Pepsi is also leveraging Big Data to create real time marketing messages that help it market its brands more effectively. Firstly, the background of Pepsi Company and their products will be summarized. PepsiCo has a distinct place in the food and beverage industry. PAF is PepsiCo's food and snack business in North and South America. As a result of an aggressive pursuit of this strategy, today PepsiCo portfolio comprises 22 brands and each of these brands have generated at least one billion USD in retail sales in 2015. The brand is engaged in a very wide variety of research and development activities globally with the purpose of matching consumer demand as well as finding sustainable growth. Soda industry is marked by intense competition and the beverages brands are spending heavily on marketing as well as product innovation in order to achieve faster growth. PEPSICO, INC. Pepsi’s main Twitter account has more than 3.1 million followers. Just like Facebook, videos of promotional events are also shared on Twitter which helps it reach its millions of followers. Its other campaigns on social media have also been liked by people. Higher level of digitalization in North America led to higher RoI on advertising and marketing. PepsiCo Inc is among such corporations that apply several global strategies to increase its value in the international market, and to expand its market share. In the coming years, the brand may increase its focus on digitization which is going to be the primary differentiator for Pepsi. Pepsi is a global brand. Source: Self-generated from Yahoo finance (2013). This has also helped Pepsi unlock new opportunities for growth and grow its popularity cross the health conscious consumer segment. All these things are essential for business growth from reducing production costs to increasing the efficiency of business processes. However, apart from investing in product quality and design, it is equally important to invest in marketing and Pepsi promotes its brand through both digital and traditional channels. The company offers a diverse array of products. The soda giant invests billions in advertising and promotion. Talking about statistics, they are certainly the number one brand leaving Pepsi in number two. Perhaps, they are even ahead of Pepsi companies in both statistically and efficiently. PepsiCo, a multinational company with over 250,000 employees as of 2014, produced 13,000 bottles of a limited edition Pepsi Perfect for fans of the Back to the Future Trilogy. Facebook is the primary social media channel that brands and marketers utilise for marketing and promotions. Apart from developing new ingredients, flavors and products, the brand has continued to invest in reformulation to improve the quality of existing products. Continuous product and process innovation helps at reducing costs as well as improving product quality and catering to customer demand better. It shares a very large number of pictures for promotions, many of which are same as its advertisements. The organisation has been able to improve the effectiveness of its business activities through adopting effective cost-leadership strategy. He graduated with a Hons. However, this investment excludes the cost of consumer research. Table 1: Financial Performance of the PepsiCo. It does not just increase its reach but has helped maintain a large and loyal customer base globally.   Identifying opportunities to grow, transform and broaden its product portfolio. Recently PepsiCo is stepping up its investments and interests in the emerging market of China. The advantage here is that the licensing firm can specialize in product design and marketing, so as long as it is within Pepsi’s guidelines, the firm would have freedom within limits to adapt the product design and marketing to suit local tastes. ‘Sports marketing’ is a key part of the brand’s marketing strategy. This video grew so popular that people watched it more than one billion times. Since the rise of social media, brands are connecting with their customers in real time with promotional campaigns. While PepsiCo is second only to Coca-Cola in the production of CSD beverages, PepsiCo is the number one producer of snack foods in the world (Hoovers, Inc., n.d). Before moving on to the details of Pepsico’s marketing strategy, take a look upon how it has positioned its brand and products in the market. The brand also uses consumer research for the purpose of designing marketing strategies that help it grow its reach and effectiveness. The campaign that featured young athletes underscored that Gatorade was made to fuel young athletes and their passion [1]. PepsiCo Global Company Strategy Retail & Consumer ... while providing marketing, promotional and sales support. The design team of Pepsi focuses on creating meaningful experiences for the customers and consumers during major global events like Super Bowl LI to Milan Design Week to the UEFA Champions League Final. PepsiCo used extensive advertising and promotional activities to build customer awareness. Pepsi is continuously working to make its value proposition more attractive. Apart from these digital channels and social media, Pepsi also uses traditional mediums of promotion like print and Television. (Page 41 P2) Marketing Strategy. Moreover, the Facebook and Twitter accounts can be used to keep fans and followers updated. 2017 marked its second year of partnership with UEFA champions’ league. Like Coca Cola it too spends heavily on marketing and promotion. Since Pepsi came out at a time when Coke or Coca Cola already had a head start in the market, its market strategy and business plan began with differentiation – an attempt to establish its product as one that is unique in taste and quality. The current marketing strategy adopts by PepsiCo Inc. is definitely one that caters to its global standing. However, Pepsi and Coca Cola are engaged in a very tight battle and both are quite aggressive about their marketing and business growth strategies. Apart from photos and videos of products and campaigns, it also uses Twitter to share picture and video advertisements on Twitter. This entry method entails a contractual arrangement where one company makes a legally protected asset, such as a brand name, available to another company in exchange for payments such as royalties or license fees. Regularly updating the package design also helps retain customers and attract new ones. Since Pepsi came out at a time when Coke or Coca-Cola already have a head start in the market, it’s market strategy and the business plan began with differentiation – an attempt to establish its product as one that is unique in taste and … They are looking for healthier products and product innovation helps churn demand. The brand continued to perform well even during the economic recession. These channels are major tools that we use and see in everyday life. The lack of China’s enforcement of intellectual property rights, such as Pepsi’s brand name, is a huge concern with this method. It has more than 8,00,000 followers on the video sharing social media channel. External Factors When billions of people’s lives change drastically, it’s our job … However, the world of marketing has changed a lot with the rise of the digital technology. The company's brands include Pepsi, Mountain Dew, Gatorade, Tropicana Pure Premium and Aquafina. 8 Jan 2019 2:25 pm News Uncategorized Agenda 2025 has three important focus areas that include people, products and planet. Both Coke and Pepsi are the popular soft drinks having almost the same ingredients. The Best Marketing is a Great Product – David Novak, the now-retired Yum brands CEO who has been labeled the ‘inventor’ of Crystal Pepsi, claims that it flopped not because it wasn’t a great idea but because the taste wasn’t right. Pepsi has used more branding techniques than Coke as they keep on changing the style of their logo and slogans. Development of products with better nutrition profiles that reduce added sugars, sodium or saturated fat using sweetener alternatives or flavour modifiers. The third entry method is contract manufacturing. Pepsi also utilised retail and food service partnerships for competitive advantage. contact:,, Acquainted With the Night – Summary and Analysis, Easy Ways Businesses Can Incorporate Sustainability, 5 Biggest Challenges of Running a Tech Company. Since a very large number of customers are now found online and can be reached through social media and other digital channels, digital marketing has become the central focus of Pepsi in terms of marketing. Investing in capabilities that support global e-commerce and sustainability efforts [. It is greater to standardise an advertisement’s visual elements or delivers a, (herein referred to as “Coke”) and Pepsi have both been in business since the late 1800s selling their respective brands of carbonated beverages (Zmuda, 2011). Pepsi Advertising is a general method used by many companies and organizations all over the world. This makes it essential for brands to continuously track consumer demand and accordingly adjust its strategic course for business performance. Digital innovation is one of the megatrends that has affected Pepsi’s business growth globally. However, its commitment to health and excellence has served the brand well in 2017, when it again delivered strong operating performance. M&A can be specified as one of the cornerstones of PepsiCo business strategy. Notably, Coca Cola 's products are not unique, but there brand and reputation put them on a higher niche in the market. Simultaneously, it has improved the packaging and portion sizes of its products like making smaller 250 ml plastic bottle sizes of various drinks available to the customers that suit both their pockets and choices. Global Market Entry Strategy The strategy is that the result of securing many local market share would be a considerable chunk of the market share of the country as a whole. In 2016, it entered a partnership with the Board of Control for Cricket in India. In this regard, on the one hand, it has worked to make its product choices more suitable for the demands of the new generation which is more health conscious. It works well for market segments to reach production and marketing goals in term of size. Nevertheless. Pepsi is bit fruity and sweaty in taste compared to Coke that contains more cola flavor. On the other hand, PepsiCos int… Pepsi has maintained a pricing strategy that has made it an affordable brand. Most of the people like Pepsi because of its sweater, An evaluation of the effects of a global advertising campaign While it is still debatable how, to differentiation method, which is one of Porter 's generic strategies that the company adopted to gain competitive advantage. More than one hundreds of ads are publicized throughout the mass media such as television, newspaper, radio, billboards as well as the internet. The following are the tactics in PepsiCo’s promotional mix, arranged according to significance: 1. replenishment of 2.7 billion litres of water locally in high risk watersheds. Several publicity stunts were launched to support the strategy. On Instagram, it has more than a million followers. Behind its excellent marketing strategy, there is a diverse and rich product portfolio filled with a large variety of flavours and nutritious and tasty choices. Most of the video campaigns run by Pepsi have become so successful because it could leverage the power of social media channels. Zmuda (2011) states that in 2011 Pepsi lost the “Cola Wars” when Diet Coke took the number two spot from Pepsi. External factors include demographic, economic, political, sociocultural, technological, and global trends. In this report, we will specifically focus on Pepsi-Cola, and the aim of this report is to summarize and analyse Pepsi’s growth strategy as well as its marketing strategies. Pepsi is using IoT capabilities to know when plant equipment will need maintenance as well as how to reduce energy consumption [1]. External factors are outside the direct firm's control but have significant influence on a firm and an industry in whole. Both are black carbonated drinks. Business growth in a highly competitive industry like the soda industry depends on several factors and it is why brands have to invest in research and development to find faster business and market growth. Both Coca Cola and Pepsi have maintained an impressive social media presence that works to drive user engagement high and create higher level of customer loyalty. Facebook to Twitter and YouTube and even Instagram, all of these are the most favourite stops of the leading brands. The current CEO of Pepsico is Indra Nooyi under whose leadership, the brand has continued to expand its business and transform its product portfolio. In 2015, it announced a new marketing partnership with National Basketball Association. This 23-year sub-brand odyssey contains a number of interesting marketing and brand strategy lessons and I’ve taken my stab at them below. Its R&D centers are located throughout the world from US and UK to Brazil, China, India and Ireland. Thi Thu Ha Nguyen- N9059393 This element of the marketing mix covers the marketing communications strategies and tactics that the company uses to reach its customers. PepsiCo promotes its products to attract target customers. There are 22 iconic  billion dollar brands in its portfolio. For global brands like Pepsi whose portfolio includes several respectable names, it is critical to maintain a good image and reputation. It has struck partnerships with several sports bodies globally to promote its brand in most important markets. It leveraged the power of social media to run the campaign. Coca-Cola makes extensive use of licensing. Second, forming strategic alliances in the global scale. Since US is the most important market for Pepsi and these machines offer more nutritious snacks and beverages, they will help the brand expand its presence across US faster and deeper. ‘Sports Marketing’ is known to generate highly favourable results for the soda brands and the competition between Coca Cola and Pepsi is intense on the sports field too. Product quality and packaging are very important elements of Pepsi’s marketing strategy where it has continued to innovate whether in terms of product quality, variety as well as packaging. Pepsico has traditionally relied heavily on marketing for driving sales and market growth. Pepsi’s Product Strategy. On Facebook, Pepsi has more than 37 million followers. However, Pepsi shares both videos and pictures on Instagram since the social media channel has both the features. Pepsi’s soft drinks are popular because of their diverse flavors. This mix of e-commerce, digitization and data analytics has enabled Pepsi to improve the consumer experience which can be the driver of business growth in the long and the short term. It has positioned itself as a snacks and beverages brand that include nutritious and low calorie choices apart from normal soda products. In 2015, 2016 and 2017, Pepsi invested $754, $760 and $737 millions in Research and development [1]. Pepsico has traditionally relied heavily on marketing for driving sales and market growth. Popularity of these digital campaigns affects its level of sales and profits directly. Developing new products and ingredients as well as flavours and products. Market Entry Strategy Reformulating existing products to improve their quality and appeal. The strategy of PepsiCo focuses on the following six areas: • Attaining growth through mergers and acquisitions • Creating strategic alliance in the international scale • Focusing on emerging markets • Focusing on Organizational culture. Apart from them, the brand also invests in reformulation of the existing products and flavors to suit the customers’ choice. One of its campaigns in Greater China garnered more than a billion views. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. PepsiCo is a company with 280 different brands under one umbrella. Provided 260 million servings of nutritious foods and beverages to the underserved communities and customers. It also added a new product Simply Cheddar to its Simply brand. PepsiCo entered the China market more than 30 years ago, and has turned from a newcomer to a major player in the country's consumer market. Its growth strategy is based on attractive pricing, attractive packaging and an attractive product strategy that includes healthy and nutritious products. Global Market Entry Strategy Global Market Entry Strategy PEPSICO, INC. PEPSICO, INC. Pepsi Pepsi Market Entry Strategy PepsiCo, Inc. is currently operating in China. A firms generic strategy (based on Porters model) defines the basic strategy used to maintain competitive advantage. Recently CEO Indra K. Nooyi said that China “represents our single biggest opportunity today outside the U.S.” (Einhorn & Balfour, 2009 September 28). Assisting 6 million women and girls through investments in communities throughout the world. Rivalled only by Coca Cola, it is a global brand with products selling across more than 200 countries. PepsiCo could license its brand name Pepsi to a local company in China and they could make the soft drink for PepsiCo and pay them licensing fees. Let’s have a look over how Pepsi has connected with its fans and followers through social media. Pepsi has continued to innovate its marketing and business growth strategy over time so as to retain its popularity and increase demand. It has set ambitious plans for the future which it has named Agenda 2025 [1]. PepsiCo adopted the strategy of offering its products affordable prices to the customers. For example, PepsiCo used highly creative marketing method and develop catchy slogan to differentiate themselves with their competitors. This is a special licensing arrangement where a company provides technical specifications to a subcontractor or local manufacturer and the subcontractor oversees the production. PepsiCo Inc has its headquarters in Purchase, Harrison, New York in the US. 2017 was an year of healthy growth for the brand when Pepsico achieved a core organic revenue growth of 2.3% [1]. Apart from Facebook and Twitter, Pepsi also uses its YouTube account to promote its brand and products through attractive videos. The brand has invested in digital technology down the supply chain to find greater agility and efficiency which has led to higher productivity. This approach was successful to a great extend and Pepsi was able to establish itself in the … Digital strategy is a very important part of its marketing campaigns. A lot of this now goes into digital marketing and advertising. However, the brand is investing in international markets too for faster growth. Segmentation is the important strategy which helps the brand in targeting the specific group of customers with differentiated offerings.Pepsi is the mass market product which uses undifferentiated targeting strategies in order to be competitive and increase its sales.In the non-alcoholic beverag… Each one invests heavily in marketing and product innovation for growth.Pepsi along with its consolidated subsidiaries employs 263,000 people out of which 113,000 were employed in US alone[1]. Custom Coke and Pepsi: from Global to Indian Advertising marketing strategy case study analysis & solution at just $11.No Plagiarism, MBA & Executive MBA level recommendations. The new partnership will promote its Mountain Dew through signage and other branding efforts during the NBA events. PepsiCo marketing strategy benefits from the application of creativity and strategic collaborations. With 1.34 billion people and a Chinese soft drinks market forecasted to have a $40 billion value by 2014, The second method of entry is licensing. To retain its popularity and strong image, Pepsi invests in CSR and sustainability. 1. PepsiCo, Inc. is currently operating in China. US is still the largest market for Pepsi from which Pepsi earned 58% of its revenue in 2017 [1]. Pepsi owned Gatorade already had a partnership with NBA. Marketing is one of the primary drivers of business growth for Pepsi. [. 21st century is marked by intense competition and in this era you cannot do without continuously experimenting and innovating. The brand is using digital technology in other aspects of business too but in the area of marketing, the role of digital technology and that of social media is especially very important. It teamed up with leading universities as well as governments and innovators in 2017 to develop biodegradable film resins that help it meet its sustainable packaging needs. However, it also has separate accounts for separate products. It is not only about the social media campaigns but it also promotes its TV ads and other promotional events on Facebook. Now, it has also released smaller options for its several soft drinks to make its products more affordable and accessible. The customers of Pepsi are mainly from the 13 to 35 age group. PepsiCo is the second biggest player in the global food and beverage industry. Value chain automation as well as internet enabled services, big data and social media are all affecting how Pepsi connects with its consumers and finds business growth.