PepsiCo: Marketing Strategies in India The rivalry of Coke and Pepsi is an ancient times story now. Implementing the smartest strategies, Pepsi has expanded its diversification. Though Coca cola still leads the race, Pepsi has gained edge by introducing snacks that are Lays, Cheetos and Kurkure. Hence, increased product mix has limited the dependency of Pepsi on the beverage segment.
PepsiCo being the most strategic companies have always implemented the dynamic processes that bring profits and revenues. Currently, PepsiCo has popularly expanded its products in soft drinks, mineral water, sports drink, snacks and breakfast. After Pepsi, which is the second largest selling drink globally, snacks like Lays, Cheetos and Kurkure doesn’t fall behind the demand.
PepsiCo is a very strong company in maintaining its brand image via promotions and advertisements. Celebrity endorsements are the main attraction in the advertisements as the most popular celebrities are appointed as the brand ambassador for example, Shahrukh Khan, Ranbir Kapoor and Sachin Tendulkar. The product of PepsiCo, ‘Dew’ targets the adventurous side of young adults with an edgy slogan. The advertisement of this beverage is entirely different to Pepsi. Dew advertisement focuses on sports and action. Similarly, the snack brands focuses on different target markets. PepsiCo aggravates the demand by using all modes of promotional channels. This includes ATL and BTL activities.
The company is very particular about the brand and hence pays much attention to the brand image. Since PepsiCo is an FMCG company, it faces numerous competitors in the market. The distribution network of PepsiCo is massive, globally. The company caters to retailers, wholesalers and restaurants.
PepsiCo is also associated with social work. The company over the years has initiated many campaigns that supported many global issues including children’s education, women’s health and electricity problems in rural areas. It is one of the leading companies that acquires global recognition because of Pepsi and progressive strategies.
Source: http://www.researchomatic.com/pepsico-117083.html