I.

Industry description and outlook

- Founded in 1965, based in Purchase, New York
- Three sections are categorized into Pepsi Brands: Pepsi Max (low-calorie), Diet Pepsi, and
Pepsi Next (60% less sugar).
- Pepsico announced a new range of items called Lemon-flavored Pepsi (Zero Calories).

I. Market analysis
1. Segmentation
Geographic - Region: domestic and international
countries.
- Density: urban and rural areas.
Demographic - Age: 10-40
- Gender: males and females.
- Life-cycle stage:
 Fitness people
 Health-conscious people
 People who are obesity and
diabetes
- Income: average, above average and high
earners.
- Occupation: student, employees and
maybe professionals.
Behavioral - Benefits sought: refreshment, enjoying
good taste, satisfaction of a habit.
- User status: regular users
Psychographic - Social class: working class, middle
class and maybe upper class.

2. SWOT Analysis
Strengths - Outstanding branding and promotion
- Outstanding distribution and affordability
 - No sugar, presumed healthy for persons
who are health conscious and diabetic.
Weaknesses - Aerated beverages that are not popular
with health-conscious individuals
- Artificial sweetener does not taste the
same as the original Pepsi
Opportunities - Efficient Pepsi brand leveraging
- Advertise further (exp: Rap Viet)
- Buy rivalry out
- More Awareness of labels
Threats - The risk from other competitors of
carbonated drinks
- Challenge from replacements, such as
fruit juices
- Health-conscious persons boycott

IV. Data analysis

- The Rap Viet program and have a very good impression on the packaging design. However,
while some people have used the product, others have not used it for a number of reasons.
- They are willing to try products at locations like gyms, movie theaters, fast food restaurants,
supermarkets, convenience stores, and groceries.
- However, some people complain that the shipping fee is quite expensive when they order at
Lazada or Shopee
Limitation
- Some individuals would not choose to express their thoughts on personal matters or their
answers in invalid.
- It can be challenging to display actionable data from a limited range of focus groups, where
having different opinions