Pepsi

Core Benefit Level:  Quench thirst while dining at a restaurant, hotel or on a hot day.

Generic Product Level: Carbonated soft drink flavored with vanilla, cinnamon, citrus

oils and other flavorings.

Expected Product Level: It must be served chilled to get the real taste of the drink.
When consumers get a hold of a Cola product, they are expecting the sweet, citrusy
flavor burst.

Augmented Product Level:

Features the label and nutritional facts of the product.
Provides the contact details of the manufacturer and place of manufacturing for after
sales service purposes.
Provides great customer support as they offer easy accessibility and fast response if an
issue occurs.

Potential Product Level:

Offering array of products that would be hydrating and fitting for their individual needs
and lifestyle that offers low and no calorie beverages and regular calorie beverages
packaged in smaller portion.

Target Market

Market Potential & Share: Total carbonated beverage industry in Pakistan is of 110 billion.
Out of which Pepsi holds the 51% market share.
Age & Gender: The primary target group of PepsiCo for its Pepsi line of products are people in
the age group of 13-34 including both male & female.
Geographical: It covers the whole pakistan with market share of 51%. Also it has a sound
visibility globally as well.
Psychographic: Sports & Athletic personality, entertainment, art, music & extroverts.