FAR EASTERN UNIVERSITY DILIMAN

SAMPAGUITA AVENUE, MAPAYAPA VILLAGE, DILIMAN, QUEZON CITY, 1101 METRO MANILA

Marketing Plan
Pepsi-Cola Products Philippines Incorporated

Cando, Jean Clark P.

Carmelotes, Alen Gabriel A.
Caro, Anfernee D.G.
Cheng, Alexander V.
Concepcion, Earl Sebastian F.
Danao, Matthew Dominic L.
Francisco, Robbie Gioseppe S.

A Marketing Plan submitted to the faculty of the Senior High School Department
Far Eastern University – Diliman
in Partial Fulfillment of the Requirements
for the courses of

Principles of Marketing
Applied Economics
Business Finance
Quantitative Technique
October 2019
Marketing Program/Schedule/Action Plan

Action Plan #1: Leasing a wider space in major supermarkets and small groceries nationwide
Objective: To reach the target market that will increase awareness and boost sales.
Table 1 Breakdown of Action Plan #1

Activity In-Charge Duration Budget

Meeting with Supermarket Administrators Marketing Manager 1 month PHP20,000

Submission of Proposals Marketing Manager 2 weeks PHP4,000

Approval of the Proposals Marketing Manager 1 month

Fee on the shelves and gondolas Marketing Manager 1 day PHP6,990,000

Total PHP7,014,000

Breakdown:
Robinson’s supermarket, Puregold and SM supermarkets.

Locations Cost Per Year

466 PHP15,000

Total PHP6,990,000

Action Plan #2: Enhance Website and Social Networking Site

Objective: To reach out target market and keep close to them.
Table 2 Breakdown of Action Plan #2

Activity In-Charge Duration Budget

Conceptualizing the possible enhancement Marketing Manager and 3 days PHP9,000

of the social networking sites and websites Advertising Staff

Redesigning and updating of the existing Advertising Staff 1 week

websites and social networking sites

Approval of the updated sites Marketing Manager 1 day

Updating the sites Advertising Staff 12

months
 Monitoring of sites Advertising Staff and Ongoing PHP720,000
Marketing Department

Total PHP729,000

 P60,000/month: Facebook, Instagram and Twitter management includes updating

profile pictures, cover photo, answer inquiries and a maximum of 2-wall post/day
including weekends.

Action Plan #3: Online Contest - Recycled Art Competition of PepsiCo Products
Objective: To establish a firm connection with target market and to encourage everyone to recycle for
the benefit of the environment.
Table 3 Breakdown of Action Plan #3

Activity In-Charge Duration Budget

Discuss on the concept, design, prizes Marketing Manager 3 days

and mechanics of the contest

Finalizing and approval of the contest Marketing Manager 1 day

Design on the online post Advertising Staff and 5 days

Marketing Manager

Placement of the mechanics in Advertising Staff 1 day

Facebook, Instagram and Twitter

Monitoring on the uploaded photos Advertising Staff 4 months

by the contestants

Choosing on the winning photos Marketing Manager and 2 9 days

Environmentalists

Notifying the winner and featuring the Marketing Assistant 1 day PHP4,705,000
photo in networking sites and
websites

Total PHP4,705,000
 Breakdown:
5 winners of Toyota Vios + PHP5,000 worth of Pepsi products

Item Cost

Toyota Vios (1.3 E Prime PHP936,000

CVT)

PepsiCo products worth PHP5,000

P5,000

Total PHP4,705,000

Action Plan #4: Posters of Pepsi in Sari-sari stores

Objective: To improve the relationship of PCPPI among its merchandising outlets which will result
in brand awareness and boost sales.
Table 4 Breakdown of Action Plan #4

Activity In-Charge Duration Budget

Discuss on the concept and design of the Marketing Manager and 3 days PHP6,000
poster Advertising Staff

Finalizing and approval of the poster Marketing Manager 1 day

Production of 750pcs poster Production 2 months PHP450,000

Placement of the posters in various Distribution Staff 3 months

merchandising outlets of PepsiCo

Total PHP
456,000

Breakdown:

Item Cost

Poster PHP600/each
 750 pieces PHP450,000

Action Plan #5: Billboards of Pepsi

Objective: To increase brand awareness and further establish connection with target market.
Table 5 Breakdown of Action Plan #5

Activity In-Charge Duration Budget

Discuss on the concept and design Graphic Designer and 2 weeks PHP100,000
of the billboard Marketing Manager

Finalizing and approval of the Marketing Manager 3 days

billboard

Production of the billboard Production 2 months PHP80,000

Payment for the placement of the Marketing Manager 5 days PHP12,000,000

billboard for 6 months

Placement of the billboard in 4 Distribution Staff 1 month

various locations

Total PHP12,180,000

Breakdown:

Item Cost

Production of the billboard PHP20,000/each

4 billboards PHP80,000

Item Cost

Payment for the placement PHP500,000/month

of the billboard

4 locations PHP2,000,000

6 months PHP12,000,000

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 The total advertising expense of Pepsi Philippines for the product “Pepsi” amounted to
Php25,084,000. The remaining Php640,916,000 will be used for other products of PCPPI such as,
Mountain Dew, 7 Up, Mug Root Beer, etc.