Presented By: Michael Hayes Lara Kechichian Stefanie Ramirez Ashton Sutton
PepsiCo is one the largest food and beverage distributors in the U.S. and the world.
With over 30 brands that consumers know and love.
Company Overview Ê Pepsi Cola Company was formed in the 1902 by Caleb
Bradham
Ê In 1965 the company merged with the Frito-‐Lay company to
become Pepsico, the brand we all know today. Ê Since then the company has merged with Tropicana, Quaker
Oats, and Gatorade. Ê Pepsico’s products are sold in over 200 countries and the
company’s overall revenue for the year ending 2013 was $43 Billion.
Company Overview Ê Among the every success of Pepsi, they also have the popular
brands
Ê Sierra Mist Ê Dorritos Ê Mountain Dew Ê Fritos and many others Ê Each brand under the cooperation generated $1 Billion in
revenue individually.
“Pepsi’s mission is to have a thrilling engagement with its audience and connecting with them, as they with us. We hope to deliver excellent products that everyone will enjoy in their everyday lives. In addition, we hope that our work can be seen with genuineness, respect, and most of all, with integrity.”
Ê Year round sales Ê Prominent presence in the
entertainment industry Ê Humanitarian Support, Community
Service, and Volunteering Ê Number 2
Pepsi SWOT Analysis
Strengths O pportunities
Ê global brand regarding revenue
Ê Recreates brand perception
Ê Globally recognized Ê Product diversity
Weaknesses Ê Brand Failures Ê Negative brand perception; No.2 Ê Opportunities Ê Recreate brand perception
Threats Ê Changes in consumer
preference
Ê Saturated carbonated drinks
market
Ê intense competitors
PepsiCo has donated nearly $600 million dollars towards: Ê Environment Ê Education Ê Arts Ê Civil Charities
Charitable Contribution Ê In 2012 Pepsico estimated 33,000 hours of service to the
community.
Ê They also provided $1.4 Billion in funds to Hurricane Sandy
relief.
Target Market Gender: Both male and female Age: 18 – 34 Income: All incomes Occupation: Any Education: Any level Geographic Region: Anywhere Lifestyle and Attitudes: Consumer is outgoing, fun, and youthful. Always trying to live in the moment.
Need Recognition Information Search Evaluating Alternatives Purchase Post-Purchase
Ê Distribution Ê Competitor Standings Ê Competitive Trends
Competitors Ê Primary Competitor is Coca-‐Cola Ê The company has seen excellent success in the summer of
2014 with their “Share a Coke” campaign.
Ê Uses innovative marketing tactics in order to engage
consumer and getting them excited about the brand once again.
Health Trends Energy and Sport Drinks Water Consumption
A day at the Cheesecake Factory… Ê Out of 106 Guests Ê 64 of them ordered a soft drink Ê 42 individuals requested Coca-Cola Specifically Ê 22 of them specifically requested Pepsi When told that the establishment only offers Coca-Cola 3 of the patrons were no longer interested in purchasing a beverage. Another 3 opted for Pepsi
Media Ê 4 mediums of advertising including print, out of home and broadcast. Ê Specifically targeting the female demographic since that seems to be the
demographic that requires the most attention. Using magazines as our primary facet of marketing. Magazines are the second most used medium for women in media.
Ê Next is television, we hope to broaden our reach and inspire our target
market with 30-‐60 second commercial that showcases an urban dancer as she prepares for her latest dance ensemble.
Ê Outdoor aspect of the campaign will feature 2 billboards including 2 a.m.
perks.
Ê Summer campaign running from May through August.
Sweepstakes Â
Previous Pepsi Ads
Sources Ê MRI+ Ê SRDS Ê Pepsico.com Ê Business Essentials