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Start from 1890
: Caleb Bradham
headquartered in Manhattan, New York.
Pepsi co. Uni
PepsiCo's responsibility is to
continually improve all aspects of the
world in which we operate -
environment, social, economic -
creating a better tomorrow than
today."vision is put into action
through programs and a focus on
environmental stewardship, activities
to benefit society, and a commitment
to build shareholder value by making
PepsiCo a truly sustainable company
Our mission is to be the world's premier
consumer products company focused on
convenient foods and beverages. We seek
to produce financial rewards to investors as
we provide opportunities for growth and
enrichment to our employees, our business
partners and the communities in which we
operate. And in everything we do, we
strive for honesty, fairness and integrity.
Identify and Establish Brand Positioning and value.
Pepsi - Brand Positioning
Category: Soft drink, more specifically Cola
Male and female, skewed male.
Think of themselves as hip or youthful.
Middle class, middle income.
High school plus educated.
Rural and urban dwellers.
Coke represents happiness and moments of joy, while it
protects culture and maintains the status quo. Pepsi, on the
other hand, creates culture and embraces individuality. For
Pepsi loyalists, leading an exciting life is much more important
than leading a happy one.
Mr. Jakeman said.
Pepsi’s Brand positioning has finally always been as a
refreshing cola drink for the youth, just about every social
Their forward thinking attitude.
Pepsi has the image of being
I think that a large part of their
target audience associate
themselves with the brand
because of that image.
Their wide selection to fit every lifestyle of consumer.
They have regular pepsi, pepsi max with more caffeine,
pepsi cherry vanilla, caffeine free pepsi, diet pepsi and
pepsi zero to name a few.
Pepsi also considers themselves the bold, refreshing, robust cola
which Coke and other colas could also claim. These points of parity
are product differentiations.
Of course Pepsi's main competitor is Coke who is in the same
category and has a very similar target audience.
Pepsi has always had a young target audience.
Many of their ads were historically targeted at teens and even pre-teens
And are injected with fun, sports and most often, music.
Pepsi has leveraged all manner of musical celebrities over the years.
Male, 16-45, young in attitude/hip, cheerful, forward looking, active
and middle class.
Pepsi has altered its marketing strategy recently to attain
competitive advantage and sustain for a longer period in
For this it is increasing its TV ads by 30% in a year. It is
also devising new advertising campaign.
E-commerce is shaping up to be the next great revolution
in the food and beverage industry and to boost this
Walmart’s mobile chief just joined Pepsi to lead its new e-
Pepsi Brand Equity
Break up of Brand Equity for the brand Pepsi
Guiding principles for
Care for our customers, our consumers and the world we live in.
Sell only products we can be proud of.
Balance short-term and long-term.
Respect others and succeed together.
Strong brand image
Broad product mix
Extensive global production network
Extensive global distribution network
Low penetration outside the Americas
Limited business portfolio
Weak marketing to health-conscious
Opportunities for Pepsi
Market penetration in developing
Global alliances with complementary
Threats Facing Pepsi
Business Strategy and Long-Term
Building new capabilities
Increasing focus on costs
Develop a culture of collaboration
Exercise discipline when it comes to capital returns
Pepsi competitive advantage
Pepsi Revitalization Strategy:
Pepsi revitalized their advertising campaigns with
celebrities from a wide range of fields
Attractive and inspiring website was a huge asset to the company
as it not only presents the Pepsi products but also includes
promotions games, music, and movie trailers.
Pepsi competitive advantage
Pepsi also reiterated their promotions with their new ads
Pepsi confirmed their established promotions and
advertisements strategies, Pepsi’s younger image is also
aided by celebrities endorsement.