MARKETING STRATEGY OF PEPSI

SYNDICATE 8
Ardini Paramitha 29115058
Mariana Nurlaela 29115052
Nabila Talitha H 29115044
Veni Cahaya P 29115110
Yangmi Putri N 29115069
Market Segmentation
● Geographic
Geographic segmentation is divides its market on the basis of geographical unit such as
regions, countries, cities or neighborhood. As we know Pepsi is a product that can be
consumed everywhere so they didn’t really matter this segmentation type. Because
Pepsi distributes their product almost around the world. They enter the market all
around the world makes Pepsi more easily to find everywhere as they enter the mass
market.
● Demographic
Demographic segmentation is divides its market by several variables such as age,
gender, income, occupation, education and etc. Pepsi use this to segment the customer
based on the age. Pepsi want their product can keep the baby boomers and attracted
the millennial. Age segmentation for Pepsi are 13-16 years old, millennial (17-16 years
old), 28-40 years old, and 41-60 years old.
● Psychographic
Psychographic segmentation deals with state-of-mind issues such as motives, attitude,
opinions, values, lifestyles, interest, and personality. Pepsi divides buyer into different
group based on social class and lifestyle. Because people who have same demographic
segmentation can have different psycho graphically. Pepsi’s product is an affordable
product which focusing for lower and upper middle class product as they can drink soda
easily. As Pepsi soda is the fun product that will attract people who has sociable and
spirited lifestyle to experience the sensation of the Pepsi.

Market Targeting
Based on segmenting above we target: Men and Female who is 17-27 years old (millennial)
from the middle class social life and the lifestyle characteristics are sociable, spirited, and also
achiever. Because Pepsi want to attract millennial segment and keep the baby boomers
segment. Mass marketing targeting can be applied to serve all customer simultaneously, Pepsi
must develop multiple marketing programs. So, they can fulfill different customer need that
would give more benefit for Pepsi.

Image Differentiation
Pepsi has giant circular logo with red, white, and blue color. This logo has differentiated Pepsi
with its competitor, Coca Cola.
Positioning
Positioning refers to creating a mental image of the product offering and its differentiating
features in the mind of the target market.
 According to Gandhi research (http://www.worldairco.org/IJCMSS/May2014paper%2017.pdf),
the reseach showed that We recommend Positioning for Pepsi as a drink for the young and the
young at heart, embodying being sociable and spirited, feeling free, and embracing change.
Because as we know that Pepsi is an ‘anytime drinks’, so

4P FOR PEPSI

PRODUCT Soda drink with cola flavoring, High quality, good taste.

PRICE Affordable price

Global market
PLACE Distribution Channels: traditional trade, local modern trade,
hypermarket and mini market.

- Use integrated social media such as youtube, commercial and magazine

to promote Pepsi product.
- Develop PRP program by changing the rules for voter, firstly every voter
PROMOTION should buy Pepsi Soda and then they will find unique code under the cap, it
can be used to vote the idea on the website. This rule was expected to
increase the sale.