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Title –MARKETING PLAN- PEPSI BEER Course code-MGT 514 Course instructor- MR. MANISH RAJPUT Date of allotmentDate of submission- 12TH DECEMBER 2009 Roll no- B-54 (10908403) Section no. - 1901 I declare that this assignment is very individual work. I have not copied from any other student work or from any other source where except where due acknowledgement is made explicitly in the text, nor has any part been written from me by another person. Bhumika Signature Evaluator comment_________________________________ Marks obtain ______________out of___________________

as well as for all his assistance and support me to producing this work. I would like to express my extreme and heart gratitude to my teacher.ACKNOWLEDGMENT Firstly. well ... just about everything.. I would like to thank the department of library of my LPU who provide me the useful book on the basis of which I try to make my term paper effective. I would also like to thank my parents for .. Mr. . MANISH RAJPUT. who give me this most interesting research topic.

that satisfied growing consumer demand for convenient large size soft drink packaging. Inc. the R P Goenka group. With that PepsiCo passes the $3 billion mark in sales. In 1985. In 1966 company entered in Japan and eastern brands with some new brands. Also Frito-Lay begin a program of expansion. modern pepsi-Cola packaging using red. more than 137.5 billion. was founded by Donald M. At that time major products of the new companies are Pepsi-Cola. white and blue was introduced and “Pepsi’s got a lot to give”.000 employees. President and Chief Executive Officer of Pepsi-Cola and Herman W. Inn 1977 PepsiCo acquires Pizza hut. Diet Pepsi.C. Inc. Its products are now available in nearly 150 countries and territories around the world. through the merger of the two companies. PepsiCo. Lay’s brand potato chips. to begin operations in the country. Lay M. plastic bottles. . It also distributed its products in China. Ruffles brand potato chips.000 employees and PepsiCo moves from New York City to New World headquarters in Purchase. Kendall.Y. During that time Pepsi introduced the industry’s first two-liter bottle and this was the first company to respond the consumer preference with lightweight. Pepsi-Cola was created in the late 1890s by Caleb Bradham. and it was founded in 1958. The New corporate headquarters feature a building by one of America’s foremost architect’s. Around 1985 PepsiCo was the largest company in the beverage industry and it had revenues of $7. Chief executive officer of the company assumes the position of chairman of Board of directors.W. Pepsi introduced ‘The Cube” .Marketing Plan of Pepsi Beer Company Description PepsiCo is a world leader in snacks. became their advertising theme. inc. Mountain Dew.000 employees. In 1993. Fritos brand corn chips. Lay. foods and beverages with revenues of more than $43 billion and over 198. Frito-Lay. of India as the use of foreign brand was not allowed as per the regulatory frame. The company has 36. In 1969 Bold. N. And it can also created a boom in the market also they opted “entertainment marketing” strategy which had been proven very successful. Kendall is president and chief executive officer. And it also introduced Aquafina bottled water into test market. recyclable. In 1971. With this group it planned to import the cola concentrate and sell soft drinks under the Pepsi label. a New Bern. N. was formed by the 1961 merger of the Frito Company and the H. 24 can multipack. PepsiCo had joined hands with one of the India’s leading business houses. pharmacist. PepsiCo sales pass the $1 billion mark. however this proposal was rejected by the govt. Chairman and Chief Executive Officer of Frito-Lay.

After this they go on launching their products in different countries with different tag lines and marketing strategies. Up till now the famous brands under PepsiCo are: • • • • • Pepsi Cola brands Frito-Lay brands Tropicana brands Quaker brands Gatorade brands And now PepsiCo has launched its new product that is “Pepsi Beer”. As in 2001 Tropicana Brand introduced smoothies. drink that delivers nutrition.But afterwards PepsiCo introduced some terms and conditions and govt. natural juice-based product.creating a better tomorrow than today. their business partners and the communities in which they operate. It has stepped itself in the Brewing industry and expanding its areas of product by launching this product. got impressed from the conditions as these were somehow in favor of Indians." Their vision is put into action through programs and focus activities to benefit society.environment. economic . . and a commitment to build shareholder value by making PepsiCo a truly sustainable company. They seek to produce financial rewards to investors as provide opportunities for growth and enrichment to their employees. social. Performance with Purpose At PepsiCo. And in everything they do. Vision "PepsiCo's responsibility is to continually improve all aspects of the world in which they operate . they are committed to achieving business and financial success while leaving a positive imprint on society . they strive for honesty. Mission and Vision Mission Their mission is to be the world's premier consumer product company focusing on convenient foods and beverages.delivering what we call Performance with Purpose. taste and convenience. fairness and integrity.

is a simple labeling system that explains why each product is a smart choice.S.the symbol of smart choices made easy . more than 300 different products carry the Smart Spot label. By addressing social and environmental issues. And they treat their employee and workers as assets and always give due importance to the taste and demand of shareholder value. they have been making it easier for consumers to identify products that contribute to a healthier lifestyle in the U. It is the only industry symbol that meets nutrition criteria based on authoritative statements from the U. Today. they also deliver on their purpose agenda. Since they introduced the Smart Spot in 2004. PepsiCo understands the importance for providing nutritious foods and physical activities of children. and talent sustainability.S. .Their approach to superior financial performance is straightforward . They are market leader and challengers in many areas and want to attain respectable position regarding their new product that is ‘Pepsi beer’. Marketing objective of PepsiCo Their basic objective is to be leader in all target markets. environmental. which consists of human. The Smart Symbol . Food and Drug Administration and the National Academy of Sciences.

With a market share of 50%. Also presently if we see there are 5 brands of beer in India competing in this area. Royal Challenge. Castle Lager. And it is opting marketing strategies to be leader regarding their new product. But as a new product it will take time to be market leader in this segment also. It is India’s largest selling beer and is currently available in 52 countries outside India.Situation Analysis Pepsi Beer is a new product of PepsiCo company and trying to penetrate in the market where large number of competitors available to this product. Kingfisher beer is an Indian beer brewed by United Breweries Group. To fight this competition PepsiCo have to • Build distribution channels • Should apply Massive brand development strategies. Foster. These are Haywards. Competitors The main competitor to this product in available market right now can be “Kingfisher”. • Penetrate in other different products and create its brand image. Knock Out. Though PepsiCo is In leading state and Pepsi and coke is somehow challenger in the beverage segment. • First should lead in this market and should prepare itself for further acquisition of other brands to expand its area and again create an good brand image in the mind of customers. . Other companies are Cobra having 9% share. Sab Miller having 36% share and others having 5% share.

Though drinking is not safe. bread it add flavor to them and also the yeast present in it act as skin softener and conditioner to hairs. That is we can make use of our strength in right direction any time we want and convert our weaknesses in our strength. Walmart for retailing its beers. But PepsiCo is advertising its product with also highlighting or making people aware with the unique uses of this product like by adding this to foods like chilli. opportunities and strength. It has also with its products like snacks. So it has numerous of uses. But opportunities and threats are different from that. Also we all know that people have a misconception about beer as it has alcohol in it.Strategies • Wide advertising strategies are being used by this company and they believe in entertainment marketing strategy to attract maximum customers even by advertisement only. Aggressive advertising at outlets and pubs to promote their product fully with colourful brand name to attract maximum customers. they are external factors and not in . Association with classy up-market and stylish bars and lounges. weaknesses. • • • • • SWOT Analysis This analysis stands for strength. Tying up with large department stores like Big Bazaar. Strength and weaknesses are internal factors that is they can be controlled by ourself or we can say that they are in our control. So it is also adding a brand name to this new product. beverages with a good reputation and Remarkable brand name.

Also they come up with new products with innovation and also maintained their quality. Few Relaxations of rules are there now –a. Opportunities • • • • • As it has expanded its business in many countries so it can expand its food division and can launch its new product like Pepsi Beer here can expand internationally. that is a threat if the market takes a downturn. Indian culture sometime don’t adapt these alcoholic product and act as a hindrance for it. As this company is inclined toward healthy products so people are more attached to this brand. . It is market leader in its other products. Threats • • • • Prohibiting on advertisement of beer can be act as a threat for this product. Aggressive advertising used by this and also unique one is also adding strength to it. PepsiCo is hard to inspire vision and direction for large global company. Strengths of PepsiCo • • • • • It has worldwide distribution system and huge financers are there. Different brand under same company can sometime be proven as a weaknesses for any product. Focus on most important customer trend-Convenience. And also there is reduction in taxes now a days.our control.days regarding alcoholic products. Threats can come any time and when opportunities come we have to grab it. Weaknesses of PepsiCo • • • Not all PepsiCo products bear this company name so they can’t enjoy the brand value attached to their product but it is not in the case of Pepsi Beer. Over 50% of the company’s sales come from Frito-Lay. Also it is oldest and larger player in India and worldwide known Brand. New competitors are also a threat to it.

magazine. The company employs approximately 185000 people and its products are sold in approximately 200 countries through 4 p’s which are following: Product: There are variety of products related to PepsiCo. cinema and outdoor support. Price: Pepsi is competitively priced to its major competitors. 7UP. Promotion: TV advertising. Pepsi Max. bars and lounges.g. though it has its products and all have a brand image but to withstand in market it is launching its new product that is beer with low price as compare to competitors and after establishing its brand image it will increase its price. clothing. Also they give their advertisements in pubs and tie ups with branded hotels. Also to promote their product they tell some unique uses of their product to create awareness among people about their extraordinary uses and can generate profit . etc). offering a better tasting product at a competitive price. sporting and concert sponsorships. consumer premiums (e.Marketing Mix PepsiCo is one of the World’s largest food and beverage companies. with 2007 annual revenues of more than $39 billion. And will gain profits. caps. Mountain Dew. Pepsi. radio. Pepsi Light. Marketing penetrating strategy is being opted here as it’s a new product. Caffeine Free Pepsi Light. Online. Also they believe in entertainment type advertising to attract youth and it give its advertisement in Cricket matches also as youth come there in large number and it would prove useful. Other promotional items include: point of sale material.

Target ting. smaller milk bars. segments should be: Measurable Accessible (can you reach them) Profitable Distinct from one another The objective of segmentation is to find attractive markets. Many of the resources will be helpful to you when you develop segments. Choosing a place always play a major role as if they provide their customer in general stores it would be of no use rather it would create a bad impact of their product and ruin their brand image. Strategies include Break market into components Regroup into market segments Select which segment to target .from this feature. KFC. And to Places like beaches they make reach of their product easy to generate maximum profits. Segmentation and Positioning Segmentation Segmentation : Identifying all segments for the product/service. Pizza Hut. They sell the concentrate to CSA who manufactures and bottles the Pepsi products and distributes it to consumers. restaurants and fast food outlets (e. convenience stores. major supermarket chains. To be useful. Oporto).g.g. Place: PAH/PI own the Pepsi brands. Also they provide more of their products near 5 star hotels so that it adds brand value to their product as they are selling their product indirectly through a branded hotel. CSA distribute Pepsi via various channels e. As in Indian culture it would not be acceptable at all.

The grist is mixed with hot water in a "mash tun" (tank) and allowed to stand at a temperature which lets the starch from the malt convert into fermentable sugars. yet very effective marketing tools. person. As it has its products already in various segments as foods target all the segements. As Indians celebrate many occasions with these type of products . And fulfilling all the criteria. This sweet liquid is called "wort". service or idea. It will be an exciting product to the customer. behaviaral. weighed and crushed to produce "grist". Targeting. (pronounced "wert".in good marketing. gender. Positioning maps.Here segments are being made on the basis of demographic. So after segmenting all the segments on the criterias they decided to target youths here. Positioning. or perceptual maps can be simple. Perceptual maps are used to determine the position of a product. Manufacturing of this Product Brewing 1. This is the real goal/objective in market that marketer want to reach.and skill . What is target?. So after launching this product beer it is has broken up its market in various segments and chosen one of the segments as youth. It is based on a theory that strategy can only be planned in the mind of the consumer. not the marketplace. firm. One definition of Positioning Theory is: the science of perceptual strategy. This Brand is successfully positioned in the mind of people and launching its new product beer will definitely provides it brand value. And also their products are distinct from others. Also with its massive advertisements it will definitely create its new brand positioning in the mind of customers.) . Brewing At the brewery the malt is cleaned. It is important to understand the levels of competition because positioning applies at all levels of competition. Positioning is an essential component -. age. So with this product after segmenting various segments according to behavioral and demographic approaches it is now targeting youth in the Indian culture.So PepsiCo is targeting Youth in Indian Culture. and occasional factors. The mash is then transferred to a "lauter tun" where the liquid is separated from the grain residue. But this product is basically for youth. And ready to targeting it.

cans and stainless steel casks. So they follow stringent conditions to make their product hygienic and a Quality product. Hop extract. The beer stays in storage at this temperature. Pasteurisation This is a process of heating and rapid cooling which prolongs shelf-life and destroys any bacteria or other organisms in the beer. During fermentation the yeast cells multiply many times. During boiling. which permits greater flavour control and enables the brewer to maintain a better taste consistency. or kegs. carbon dioxide gas collected during fermentation is added to give beer its characteristic head and sparkling taste. During transfer the beer is cooled to minus one degree centigrade.The wort is transferred to another tank called the "kettle" where liquid sugars are added and the mixture is boiled. and any material which might impair the appearance. ready for distribution around Australia or for export around the world. The trub is removed by transferring the wort to a whirlpool.Yeast is then added which converts the sugars into alcohol and carbon dioxide gas. Yeast settles to the bottom of the vessel and from here it is removed for re-use. is added at this stage. The carbon dioxide gas which is released is collected for use later. when the fermenter is chilled to four degrees centigrade to stop fermentation.a large closed vessel. Filtration Following a set time in storage. which gives beer its characteristic bitter flavour. Packaging The filtered and sparkling beer is packaged into bottles. Fermentation After the trub is removed. the wort is cooled. 3. while draught beer is pasteurised by means of a special heat exchanger called a flash pasteuriser. or sold and used to produce food products such as Vegemite. The beer is then passed through a filtration system to remove surplus yeast and protein. and then transferred to a fermenter . 2. Storage Once the yeast is removed the beer is passed from fermentation to storage vessels. flavour and shelf-life of the beer settles out. 6. 4. Canned and bottled beers are pasteurised in their containers. . the protein material in the wort joins together to form "trub". 5. Fermentation continues until only non-fermentable sugars remain.

com Scribd. targeting and Positioning of PepsiCo Manufacturing of beer making SlideShare.References .com Dostoc.

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