2. Presented By:
Rao Zaki (FA12-MBT-102)
Shuaib Aslam (FA12-MBT-084)
Usman Aslam (FA12-MBT-066)
Awais Ali (FA12-MBT-018)

4.  Introduction and History of Pepsi
 Product Strategy
 Positioning & Differentiation Strategy
 Price Strategy
 Distribution Strategy
 Promotional Strategy
 Competitive Strategy
 Target Marketing Strategy
 Corporate Strategy
 Product Line Extension
 Challenges & Opportunity faced by Pepsi
 Marketing Strategy of Pepsi

5.  World renowned brand and Carbonated Soft drink
 Pepsi is a symbol of hygiene, quality and service, all
over the world.
 Producing Cola for more than 100 years
 Dominated the world market for a Long time

6.  First introduced as "Brad's Drink" in New Bern,
North Carolina in 1898 by Caleb Bradham
 In 1903, Bradham moved the bottling of Pepsi-Cola
from his drugstore to a rented warehouse.
 Pepsi is recognized as Pakistanis National drink. In
1971, first plant of Pepsi was constructed in Multan

7. Packaging:
For protecting the syrup, Pepsi Cola uses the glass as well as
plastic bottles of different quantities.
 250 ml Regular Bottle
 330 ml Tin
 500 ml Disposable Bottle
 1000 ml Regular Liter Bottle
 1500 ml Disposable Bottle
 2250 ml Family pack Disposable Bottle

9. The positioning of Pepsi in the consumer
mind is done by the following ways
 Physical positioning
 Perceptual Positioning

10.  Low quantity of cafeen
 Available in regular size
Perceptual Positioning
 Refreshing drink
 Youth Oriented

11.  Pepsi differentiate himself on the basis of its sweeter
taste
 Pepsi’s ads reflect the social, cultural values of
Pakistan and main stream celebrities of Pakistan are
used for Pepsi’s promotions So it is a unique selling
point(USP) of Pepsi

12.  Pepsi set its price in Pakistan according to international
market.
 Pepsi also done a survey for setting a price in Pakistan as
well as in all-over the world.
 Price should not be low nor high, so that it would be
affordable to the common consumer.

13.  Pepsi use Intensive strategy for its distribution
 Pepsi has given franchises in all over the Pakistan for
the distribution(Pakistan Bottlers, Riaz Bottlers,
Punjab Beverages and Shamim & company)
 Pepsi has 12 different units in different areas of
Pakistan
 There are 62 agencies distributing Pepsi only around
Lahore in their respective allocated sub zones.

14.  Pepsi Cola Company has also become official
sponsors of Pakistan cricket
 Pepsi has launched a number of prize schemes to
attract new customers
 TPR(Trade Price Reduction) is a
promotional strategy of Pepsi on
ramzan and Eid . One case is free
on buying 10 cases of Pepsi.

15.  Pepsi have a 53% Market share in Pakistan
 Pepsi also extend his product line for the competition
 Pepsi is available almost in everywhere in Pakistan.
So it is a competitive edge

16. Strategic options for Pepsi are
 Frontal attack:
Sweeter taste and Reduce the price to
RS.5 in1994
 Leapfrog Strategy:
Pepsi launched a new product like
Dew and Sting
 Encirclement Strategy:
Targeting several smaller
untapped or underdeveloped segments like Rural
areas and small cities of Pakistan

17.  Pepsi targeted the youth
 Pepsi targeted the every class of Pakistan whether it
is a Middle, Upper and lower class
 Pepsi targeted the South Asia Region through Cricket
Sponsorship in that region

18.  "To be the world's best beverage company". Being
the best means providing outstanding quality, service,
cleanliness and value, so that their every customer is
contented and happy with their products.“
 "To increase the value of their shareholder's
investment through sales growth, cost control and
wise investment of resources."

19.  Pepsi has 16 different products in Pakistan
because New products is 2nd lag of the company
Soda Water Chips Juices
Pepsi Cola Aquafina Lays Tropicana
7Up Kurkure
Miranda Cheetos
7Up Zero
Pepsi Diet
Dew
Sting
Teem
Pepsi Twist

20. At that time the Pepsi is on Maturity stage which
is identify by these two reason.
 Market share is up to 53%
 They are capturing only the 53% of the total
consumer (actual and potential)
 An actual buyer is someone who is committed
to buying a product whereas a potential buyer
is some who is interested in buying, but may
not.

21.  The main competitor of the company is the Coca
Cola But Gourmet Cola is also a threat in future
 Cola drinks are not good for the health so the
awareness level of the people is increasing
 Inflationary Trend in the Market
 Electricity Crisis
 Poor Law & order situation

22.  Opportunity through extending product line
 Can get more market by extending
distribution into the rural areas
 Market have still potential

23.  Need to work towards CSR
 Use of E-marketing for promotional activity
 Email marketing
 Sms marketing(Viral marketing
generate)
 Social media marketing(should be
interactive toward customers)
FB, Twitter and Blogs

24. The following are the reference material where the
information is collected.
 Company website www.pepsico.com
 Project Outline