1. 10-STEP MARKETING PLAN Mark Anthony A. Valino 22 June 2010 Ateneo Graduate School of Business
2. 5 STEPS for PART 1(Primary Target Market and Positioning) Pepsi’s PTM are active teenagers and “on-the-go” professionals. Who want refreshing beverages fit for their active lifestyles. Can choose Coca-Cola, Cosmos, C2, Nestea, Powerade, Zesto-O, or Wilkins, among others. Gap is all other brands offering thirst-quenching, ready-to-drink, and pocket-friendly liquid refreshment beverages. The market size is Php91 B, Pepsi is Php15 B.
3. 5 STEPS for PART 1(Primary Target Market and Positioning) Carbonated and non-carbonated liquid beverages. Price is mid priced, 10%-20% below/above competitors. Uses multimedia platform, billboards, supermarkets, convenience stores, bars, “sari-sari” stores, and “carinderias” Is distributed nationwide. Uses niche market, and supply and distribution leverage as its generic winning strategies.
5. PART 1: Step 1 of 5Pepsi’s Primary Target Market are… Demographics: Teens (13-21 y/o) and young professionals (22-35 y/o), male and female, social class ABC, single) Lifestyle: Hip and active teens, and “on-the-go” young professionals. Behavior: Daily, at least 3x/day, min. of 8 oz and up, thirst-quenching, fits lifestyle.
6. PART 1: Step 2 of 5Maslow Hierarchy of Needs 5: I enjoy a fun and healthy life. 3: I am hip and I belong with my peers. 2: I drink healthy beverages.
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8. Teens choose Pepsi over other liquid beverages because its ready/easy to drink, taste, affordability, hip packaging, and endorsed by their pop icons/idols.
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10. They choose Pepsi over other liquid beverages because its ready/easy to drink, taste, affordability, and provides health benefits.
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13. PART 1: Step 3b of 5Pepsi’s Competitive Position Map Price vs. Economic class Matrix Market Share (48.4%) Market Share (17.4%) Market Share (23.3%)
18. invests heavily in global and local celebrity endorsementsNo brand has this positioning in the market. Other focus on supply and distribution leverage, product research and development.
19. PART 1: Step 5a of 5 Based on an independent research report, the Philippine carbonated soft drinks market is Php 82.3 billion. *in Php millions Source: 2009 Business World Top 1000
20. PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total market is Php 91 billion. Total Liquid Beverage Industry by Volume and Value
21. PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total carbonated soft drinks market is Php 91 billion. Source: Pepsi Cola Products Philippines Phil. IPO Prospectus, February 2008 CAGR: Compounded Annual Growth Rate
22. PART 1: Step 5b of 5 Based on Pepsi IPO Prospectus, where its share is 17.4% , total carbonated soft drinks market is Php 91 billion. Source: Pepsi Cola Products Philippines Phil. IPO Prospectus, February 2008 CAGR: Compounded Annual Growth Rate
23. PART 1: Step 5b of 5 Based on a competitor data, Pepsi’s share still stands at 15%. RC COLA: The leading company in the market [at an average] was San Miguel Corporation/CCBI. The second-largest player was PepsiCo, Inc. with Nestle S.A. in third place. Coca Cola shares 80% market share from its acquisition of Cosmos Bottling Corp. Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop Pepsi Cola shares a market share of 15%. Top Sellers: Pepsi, Mountain Dew RC Cola shares a market share of 4% Others share 1%
48. 5 STEPS for PART 1(Primary Target Market and Positioning) Carbonated and non-carbonated liquid beverages. Price is mid priced, 10%-20% below/above competitors. Uses multimedia platform, billboards, supermarkets, convenience stores, bars, “sari-sari” stores, and “carinderias” Is distributed nationwide. Uses niche market, and supply and distribution leverage as its generic winning strategies.
49. 10-STEP MARKETING PLAN Mark Anthony A. Valino 22 June 2010 Ateneo Graduate School of Business