Pepsi’s Growth and Marketing Strategies :: GCSE Business Management Studies

INTRODUCTIONPepsi-Cola Pepsis beverage business was founded by a pharmacist namedCaleb Bradham who created a special beverage, a soft drink, in theback room of his drug store in New Bern, North Carolina (Pepsi Co,2004). It has become one of nows leading soft drink with nearly $20 billion in institutionwide retail sales (PepsiCo Inc., 2003), and like whatcoke has, Pepsi withal has a variety of point of intersections in the world, such asPepsi-Cola, diet Pepsi, Pepsi max, slew dew and so forth.In this report, we will specifically focus on Pepsi-Cola, and the contractof this report is to summarize and analyse Pepsis growth strategy aswell as its marketing strategies.Firstly, the background of Pepsi Company and their products will besummarized.Secondly, four elements or components will be analysed in this report,which are ground on* Product* Price* Place* PromotionFinally, some recommendations congeneric to Pepsis marketing strategywill be suggested.In set up to make the inform ation of this report accurate and forceful,several valuable sources were use to analyse. Those sourcesincluding* Marketing textbook* Academic paper* Internet* Online business magazines telescopePepsi Co. is a Multinational corporation, which extends over manycountries Pepsi and Frito-Lay merged in 1960, which named the cleancompany Pepsi Co. Besides, Pepsi Co. has merged with some othercompanies such as Gatorade, which became the worlds fifth-largestfood and beverage company with 15 brands.The company operates in a monopolistically competitive market, whereits biggest competitor is Coca-Cola. Pepsi brand name and itsstrategic kernel its the cola have already penetrated the worldmarket. In this grounds the brand name Pepsi is very effective indifferentiating its product from the others. in spite of appearance the soft drinkindustry Pepsi is considered to be a middle carve up drink and Pepsioffers quality product that provides assurance to the public.Pepsi is undertaking both pu blicise and marketing campaigns aroundthe world, its advertising campaign include TV, magazines, in-stores,outdoors and on the Internet. The marketing campaigns it undertookinclude lucky draw and promotions. For example in capital of Singapore there is apromotion done by Pepsi that for every 6-pack of Pepsi you buyyou can have a turn on the fortune roll up to win prizes such as Pepsit-shirt, more Pepsi drinks and cash prizes. This is done when the prudence is in recession and Pepsi is trying to boost up its companyand product image.Pepsis target market has usually been the middle-income family, asPepsi is not as expensive as Coke and not as cheap as the otherbrands. Pepsi around the world usually target toward young raceearly teens to late twenties, however this is still based on post