 Section XII: Distribution

 What is Pepsi current distribution strategy?

o Exclusive distribution: Currently, Pepsi does not have an exclusive
distribution channel.
o Selective distribution: Pepsi's selective distribution channel often focuses
on partnering with distributors or retailers who are reputable and capable of
meeting quality and service standards. Pepsi, for example, distributes to
supermarkets and dealers.
o Intensive distribution: Pepsi's intensive distribution channels include
restaurants and hotels, supermarkets and convenience stores, and special
distribution channels.
 Will customers buy directly from your website, from a storefront, or through
distributors or retailers?
The choice of customer purchase channels depends on the distribution strategy
adopted by Pepsi. The options may include:
o Direct Sales: Customers can purchase Pepsi Zero directly from the brand's
website or other online platforms.
o Storefronts: Pepsi Zero may be available for purchase at physical
storefronts, such as company-owned stores or franchised locations.
o Distributors or Retailers: Pepsi Zero may be distributed through third-party
distributors or sold by retailers like grocery stores, convenience stores, or
restaurants
 What costs are involved in this type of distribution?
Several factors can influence the costs associated with a distribution strategy,
including the number of intermediaries involved, the size of the distribution
network, transportation and logistics expenses, marketing and promotional costs,
and managing relationships with distributors and retailers. Inventory management,
transportation, packaging, trade promotions, and commissions or fees paid to
intermediaries can all be included in these costs.
 Why do you believe this distribution strategy will help Pepsi get its products to
customers effectively?
 Because Pepsi focuses on distributing to many different channels such as agents,
supermarkets and retail chains, various online channels, this makes a lot of
products appear around the market today so it can quickly reach customers.
 In which geographical areas will your offering be available?
Pepsi Zero's geographical availability would depend on Pepsi's marketing and
distribution priorities. Generally, Pepsi is a globally recognized brand, and its
products are available in numerous countries worldwide. The specific
geographical areas where Pepsi Zero is offered can vary based on market demand,
distribution capabilities, and the brand's expansion plans.
 Section XIII: Budget

Item Purpose Cost Estimate

Social Media Advertising To increase brand A monthly budget of

awareness and engage with $1,000 to $5,000 or more
the target audience on might be allocated for
social media platforms. social media advertising.

Influencer Marketing Collaborating with Prices can range from a

influencers or content
creators to promote Pepsi
Zero to their followers and
target audience
few hundred dollars to tens
of thousands of dollars per
influencer, depending on
their following and
influence

Digital Content Creation Creating engaging digital A single digital content

(Pepsi Zero) content, such as videos or
interactive experiences, to
promote Pepsi Zero and
communicate its unique
features and benefits.
piece can cost anywhere
from a few thousand
dollars to tens of thousands
of dollars, depending on
the complexity and quality
desired.

Event Marketing Hosting or sponsoring Costs will vary greatly

events to increase brand
visibility, generate leads, or
build relationships with
customers.
depending on the scale and
type of event, but they
could range from a few
thousand dollars for a small
local event to hundreds of
thousands of dollars for a
 large conference or trade
show.

Search Engine Marketing Running targeted search
(SEM) engine marketing
campaigns using platforms
like Google Ads to increase
visibility and drive traffic
to Pepsi Zero's website or
e-commerce platform.
The cost of search engine
marketing depends on
factors such as the
competitiveness of
keywords, ad placements,
and campaign objectives.

 Section XIV: Action Programs

Action Item Purpose Due Date

Conduct Market Research Gather insights on the Within 1 month

for Pepsi Zero target market, customer
preferences, and
competitors specific to
Pepsi Zero

Develop Marketing Outline the overall Within 2 months

Strategy for Pepsi Zero approach and objectives of
the marketing campaign for
Pepsi Zero.

Design Packaging Refresh the packaging Within 4 months

Redesign for Pepsi Zero design of Pepsi Zero to
enhance its appeal and
align with the target
audience.

Create Digital Advertising Promote Pepsi Zero Within 6 months

Campaign for Pepsi Zero through targeted digital
advertising channels to
increase brand awareness
and drive sales.

Plan and Execute Product Organize a product launch Within 6 months

Launch Event for Pepsi event to introduce Pepsi
Zero Zero to the market,
generate excitement, and
attract media attention.
 Implement Social Media
Influencer Campaign for
Pepsi Zero
Collaborate with social Within 7 months
media influencers to create
sponsored content and
increase the reach and
visibility of Pepsi Zero.

Measure and Analyze Assess the overall success Within 12 months

Campaign Performance for of the marketing campaign
Pepsi Zero for Pepsi Zero by analyzing
key performance indicators
and metrics.

 Section XV: Controls to Monitor Progress

To track the advancement of Pepsi Zeros marketing plan we will employ the following
monitoring techniques:

Out of all the different metrics that can provide insight into the effectiveness of a
marketing plan, sales data is undoubtedly the heart of it. It's crucial that Mobilize-to-
Monetize isn't just a motto but backed by facts. This can only be achieved when every
bottle sold of Pepsi is segmented on the basis of region, channel, and specific product
category to dissect crucial trends and movement patterns. Keeping a finger on the pulse
of indirect sales cells divulges signs indicating when and what therapeutic action needs to
be undertaken.

That's not all, brand awareness is yet another measure that lets loose powerful
marketing stratagems. Keeping ears close to the whispers in the crowd - this implies
utilizing tools like surveys and social media scrutiny, ensuring that the ripples created by
the marketing campaign raise enough waves among the audience, keeping the robust ship
of Pepsi Zero sailing unwavered.

Equally important is to glance sideways at times, studying what foothold competitors

have in the zero-sugar cola landscape. You are as dominant a player as your market
share. Identifying spots where Pepsi Zero’s footprints are getting erased and reinstating
the mark with fiercer marketing attempts can very well be the best offense.

.
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