PEPSICO

Marketing Plan of
PEPSICO
Assignment of Marketing
Saqib Javed

2016

NEW BURN, NORTH CAROLINA, UNITED STATES

 Marketing Report of PEPSICO
Submitted to:
Maam Ammara Akram
Submitted By:
Saqib Javed Gujjar
BAF-14-10
+923006348156
saqibjaved1410@gmail.com
BS Accounting & Finance (Evening)
Department Of Commerce
BZU Multan
Contents
Executive Summary:...................................................................................................................................... 4
Mission/ Vision:............................................................................................................................................. 5
Goals and Objectives..................................................................................................................................... 6
PEPSICO Organizational Chart: ..................................................................................................................... 9
Introduction: ............................................................................................................................................... 10
PEPSI Multan: .......................................................................................................................................... 11
BCG Matrix of PEPSICO: .............................................................................................................................. 13
The Marketing Mix: ..................................................................................................................................... 14
Product:................................................................................................................................................... 14
Price: ....................................................................................................................................................... 15
Promotion: .............................................................................................................................................. 15
Place: ....................................................................................................................................................... 15
Strategic Marketing..................................................................................................................................... 16
Market Share: ......................................................................................................................................... 16
Market Penetration: ............................................................................................................................... 18
Market Development: ............................................................................................................................. 20
Product Development: ............................................................................................................................ 21
Diversification: ........................................................................................................................................ 22
Product Line of PEPSICO: ............................................................................................................................ 24
SWOT Analysis............................................................................................................................................. 29
Strengths: ................................................................................................................................................ 29
Weaknesses ............................................................................................................................................ 30
Opportunities .......................................................................................................................................... 31
Threats .................................................................................................................................................... 32
Market Segmentation: ................................................................................................................................ 33
Targeting strategy: ...................................................................................................................................... 35
Positioning strategy: ................................................................................................................................... 35
Advertising strategy of Pepsi: ..................................................................................................................... 37
Pricing Strategy: .......................................................................................................................................... 38

Executive Summary:

The purpose of this marketing plan is to develop an

understanding about how PEPSI is marketed and
distributed in the market (Product, Price, Promotion and
Distribution). In this project different analysis are
performed such as, Company image, mission statement,
goals and objectives, core business areas, SWOT analysis,
Industry analysis, market program, target markets,
Marketing Strategy, Marketing Environment, Point of
differences & positioning. At the end it was discussed that
what are the core marketing strategies that make PEPSI
the more powerful brand.
Mission/ Vision:

Business mission of Pepsi, in Pakistan, is to be the

best and biggest seller of carbonated soft drinks.
We are working for providing a high quality refresher
product to passionate crowd. We have a refined plant
by which we manufacture the product according to
the health standards. We have a number of brands
loyal and have full attraction for the quality
conscious people to consume our product. We have
triggered ourselves towards growth and high
profitability. We are coping with the technological
advancement by installing the new machinery by
which we makes a frequent flow of our supply to the
customer.
Goals and Objectives

The company main objective is to achieve the highest

level of quality and their all strategies are related with
this objective. The company is quite successful in
achieving this objective, as they are known for their
quality in the market.
Companys second main objective is product
development. Along with the product Quality
Company largely emphasizes on the development of
the product.
 Companys third objective is to increase their
revenues from international operations.
At the corporate level, Pepsi has centralized and
formal structure. All the policy matters related to
different businesses and regions are made at the
upper level and guidelines are received from the
parent office in USA, the routine and local level
decisions are made by subsidiary itself, like the
distribution network, marketing etc.
Pepsi has a policy of setting sales targets for each
region. They have also the targets for earning certain
level of revenues from each region.
Plan related to their objectives and policies:
To accomplish their goal of achieving highest quality
product. They use their technical expert terms to visit
the different plants and collect samples to send them
Tokyo for lab testing, every month. Now they are
planning for further tightening the quality standards
by forcing the franchisers to use different new
techniques for total quality management. So, those
highest quality standards could be achieved. They
invite different experts of different franchisers from
different countries to participate in short courses
related to quality at different area head quarters.
 To accomplish their goal of new product
development, they are spending huge amounts of
money on R&D.
For achieving their third goal of increasing
international revenues, they are planning to expand
their international operations. Especially, they are
targeting to those underdeveloped countries, which
have high GDP and per capita income.
PEPSICO Organizational Chart:

BOD's

CEO Financers Partners

Production Finance HR Marketing Tech Sales

Department Department Department Departmrnt Department Department

Every company has its own management chart.

PEPSICOs management chart is the top level
management is BODs, middle level management is CEO,
Financers and Partners and the low level management is
Department managers.
Introduction:

The drink Pepsi was first introduced as "Brad's

Drink" in New Bern, North Carolina, United States, in
1893 by Caleb Bradham, who made it at his drugstore
where the drink was sold. It was renamed Pepsi Cola in
1898, named after the digestive enzyme pepsin and kola
nuts used in the recipe. The original recipe also included
sugar and vanilla. Bradham sought to create a fountain
drink that was appealing and would aid in digestion and
boost energy. In 1903, Bradham moved the bottling of
Pepsi-Cola from his drugstore to a rented warehouse. That
year, Bradham sold 7,968 gallons of syrup. The next year,
Pepsi was sold in six-ounce bottles, and sales increased to
19,848 gallons. In 1909, automobile race pioneer Barney
Old field was the first celebrity to endorse Pepsi-Cola,
describing it as "A bully drink...refreshing, invigorating, a
fine bracer before a race." The advertising theme
"Delicious and Healthful" was then used over the next
two decades. In 1926, Pepsi received its first logo
redesign since the original design of 1905. In 1929, the
logo was changed again.
In 1931, at the depth of the Great Depression, the Pepsi-
Cola Company entered bankruptcy in large part due to
financial losses incurred by speculating on the wildly
fluctuating sugar prices as a result of World War I. Assets
were sold and Roy C. Megargel bought the Pepsi
trademark. Megargel was unsuccessful, and soon Pepsi's
assets were purchased by Charles Guth, the President
of Loft, Inc. Loft was a candy manufacturer with retail
stores that contained soda fountains. He sought to
replace Coca-Cola at his stores' fountains after Coke
refused to give him a discount on syrup. Guth then
had Loft's chemists reformulate the Pepsi-Cola syrup
formula.
On three separate occasions between 1922 and 1933, The
Coca-Cola Company was offered the opportunity to
purchase the Pepsi-Cola company, and it declined on each
occasion.

PEPSI Multan:
Pepsi Multan was incorporated in 1963 but it started its
production in 1967. Allah Nawaz Khan Tareen (Ret. DIG)
got license of 7-UP. But in 1973, it became Pepsi Cola
franchise. Now a day MD of Pepsi Cola Multan is
Alamgeer Khan Tareen son of Allah Nawaz Khan Tareen.
At start Pepsi Multan was having only one production
plant made by Netherlands and was only producing 7-Up
because it was the only brand produced by Parent
Company. In 1973, PEPSI acquired 7-Up in Canada
so the Multan franchise started producing PEPSI and
Marinda along with 7-Up & became PEPSI. Coke was
already operating in the market at the time when
Pepsi Multan established. At that time Coke was
market leader but with the passage of time Pepsi
Multan kept on focusing on chise gaining the market
share. Recently Pepsi has launched a new brand with the
name of Mountain Dew. Now Pepsi Multan is
working with five production plants capable
of producing 100,000 cases per day. Installation
arrangements for two new plants are in process The
plant which was installed at the time of establishment has
now been grounded. Pepsi Multan is currently market
leader with more than 80% of market share. The
company is properly serving all these areas with
quality products. PEPSI Multan is not an ISO certified
company because it is an international drink having their
own standards and there is no export.
BCG Matrix of PEPSICO:

Star Question Mark

Pepsi Diet Pepsi
Mountain Dew Mirinda
7up Nimbooz
Lays Quaker Oats
Kurkure Aliva

Cash cow Dog

Aquafina Cheetos
Pepsi max
The Marketing Mix:

Product:
Pepsi, Pepsi Light, Pepsi Twist, Pepsi Max, Pepsi
Diet, Pepsi One, Pepsi Vanilla, Pepsi Blue, Pepsi Wild
Cherry, 7UP, Diet 7UP, Caffeine Free Pepsi Light,
Mountain Dew (including Diet, Caffeine Free, Code Red,
and Live Wire flavors).
Price:
Pepsi is competitively priced to its major
competitors, offering a better tasting product at a
competitive price.

Promotion:
60% of the marketing funds are spent on advertising.
Primarily TV advertising with radio, magazine, cinema
and outdoor support. Other promotional items include:
point of sale material, consumer premiums (e.g.
clothing, caps, etc), sporting and concert sponsorships.

Place:
PAH/PI own the Pepsi brands. They sell the
concentrate to CSA who manufactures and bottles the
Pepsi products and distributes it to consumers. CSA
distribute Pepsi via various channels e.g. major
supermarket chains, smaller milk bars, restaurants and
fast food outlets (KFC, Pizza Hut and Oporto). Pepsi also
have refrigerated vending machines at various locations
and workplaces.
Strategic Marketing
The Coca Cola Company versus PepsiCo

Market Share:
Pepsi-Cola ranked as the second -best selling soft
drink in American supermarkets in 2015. A consistent
runner-up to Coca-Cola Classic, Pepsi- Cola was joined
by three other PepsiCo products in the year 2000 rankings
Mountain Dew, Diet Pepsi and Caffeine-Free Diet
Pepsi.
PepsiCo ranked second in American CSD market share to
the Coca-Cola Company, holding 31.4% during the same
year. Coca-Cola Classic outsold all soft drinks in America
during the year 2015, netting over USD$ 2 Billion at the
cash register. The Coca-Cola Company maintains the
CSD market as its primary line of business. With
subsidiaries located throughout the globe, Coca-Cola is
easily able to dominate the Global CSD market.
In the year 2015, Coca-Cola generated only 29% of its
operating income in North America, representative of its
large volume of international sales 4 inversely. PepsiCo
maintains lines of business in both the CSD market and
the snack foods market.
According to the Beverage Marketing Corporation
(BMC), Coca-Cola has held command of over half of the
world's CSD market since 1998. On a brand-by-brand
scale, Coca-Cola took five of the top seven spots globally
in 1999, with standard-bearer Coca-Cola holding a 28.6%
share of global CSD volume. Pepsi-Cola was in second
place with a 10.8% share, while PepsiCo's Mountain Dew
placed sixth in terms of global Volume.

Table : 2015 Market Share

Pepsi Coca Cola

Cola
Market Share 31.4 % 44.1 %
No. of 160 200
Countries
Variety of Large Large
Product
Target Market Youth General
 Strategy Focus Differentiation
Diff.
Diversification Related Related

Market Penetration:

It is the shared goal of PepsiCo and Coca-Cola to

increase the overall global consumption of their products.
Kotler and Armstrong contend that improvements in
advertising, prices, service and selection can increase
repeat purchases and attract new consumers 7. In an
attempt to increase market share during the famous Cola
Wars of the 1980s and 1990s, PepsiCo initiated the
Pepsi Challenge advertising campaign. Without
changing their product, Pepsi temporarily enjoyed a
heightened market share and began to penetrate further
into the competitive American CSD market.
Coca-Cola responded with several attempts to
counter the effects of Pepsis successful new marketing
strategy. In late 1986, Coca-Cola renamed its top-selling
CSD Coca-Cola Classic and launched a corresponding
global advertising campaign. The success of Coca-Cola
Classic has been based largely on the integrity of Coca-
Colas original formula. Brand loyalty and insistence
drive a large portion of the CSD market, and Coca-Cola
has the advantage with their century-old formula.
In the 1990s, Pepsi shifted their focus to the growing
American teenage market. PepsiCo adopted a new
marketing strategy which aggressively marketed through
high school and college campuses. PepsiCo began selling
contracts of exclusivity to hundreds of American schools,
benefiting many schools with needed monies,
and providing PepsiCo a direct link to American
teenagers. While Coca- Cola has adopted a similar
method of obtaining exclusive selling power, PepsiCo
has followed up with various aggressive advertising
campaigns using popular American teen icons to promote
Pepsi products.
The next generation motto was replaced with Joy
of Pepsi and For those who think young, targeting not
only American youth, but the youthful mindset of every
consumer. Pepsi continues to use teen and child icons to
promote their products, while Coca-Cola has latched onto
the remaining Baby-Boomer market. Through product
placement and exclusivity contracts with restaurants,
sports arenas, amusement/theme parks and various large
event coordinators, Coke has been able to increase their
overall visibility to counter Pepsis latest marketing
strategies.
Market Development:
Identifying new and developing markets for current
products market development is another method both
Pepsi and Coca-Cola are presently using to increase
overall sales. While PepsiCos shift in advertising to a
younger audience can be considered market penetration,
it also exhibits qualities of market development. Teenage
Americans have not traditionally been looked at as a
powerful consumer group until recent years. Identifying
this developing market, among other demographic
micro-markets, Pepsi has been able to penetrate areas
that Coca- Cola has not.
The Coca-Cola Company and PepsiCo alike have
taken note of the potential for expansion in the geographic
markets of China, India, Philippines. CSD market
development ties in very closely with both market
penetration and product development strategies. Many
CSD preferences are tied to societal and/or cultural
preferences and existing alternatives. Sprite and 7-Up
(non-cola CSDs) have been very successful in African-
American markets. In 2001, PepsiCo further augmented
their marketing strategy to break into this previously
unaddressed micro market with a new non-cola CSD
named Code Red.
Product Development:
While targeting the African-American market,
PepsiCo determined that its Mountain Dew line could be
augmented with a new cherry flavor (Code Red).
PepsiCo also hit the streets to go after the black and
Hispanic audience with whom Mountain Dew has
traditionally not done as well. Rap jingles starring Busta
Rhymes and Fatman Scoop hit the airwaves, and cases of
Code Red mysteriously began to appear at the doors of
inner-city influencers.Revisiting the Pepsi Challenge
from the 1980s and 1990s, we see a larger attempt to
increase market share with product development. Prior to
releasing Coca-Cola Classic, Coca- Cola attempted to
diversify their product with the 1996 introduction of Coke
II. Altering the formula of their best-selling CSD, the
Coca-Cola Company attempted to make the product more
appealing to consumers. Coke II was very poorly
received, and Coca-Colas attempt at product
diversification failed with thousands of consumer
complaints about the new formula.
In the brand-loyal CSD market, product modification is
rarely well received, as exemplified by the failure of
colorless colas and the poor performance of recently
released lemon-flavored colas.
Diversification:
Starting up or acquiring businesses outside of current
markets and products diversification is an excellent way
to strengthen a company. Profits and revenues generated
by secondary or even tertiary ventures can provide
additional resources to strengthen a businesses primary
class of products. However, as Kotler and Armstrong
explain, companies that diversify too broadly into
unfamiliar products or industries can lose their market
focus.
PepsiCo was faced with this very situation in the mid
1990s with their restaurant ventures.
PepsiCo was operating with over 400,000 employees
worldwide, many of whom supported one of the three
fast-food chains under Pepsis banner. The hot food
division of PepsiCo brought in the most revenue of any of
their existing divisions, but was the least profitable. In
1997, PepsiCo spun off their restaurant businesses as
Tricon Global Restaurants in a move to keep from
becoming too over diversified.
PepsiCo, valuing its stability through diversification,
moved to acquire Quaker and SoBe in 2001.Quaker
specializes in health foods and is the industry leader in
non-carbonated sports drinks. SoBe is a world leader in
health and new-age non-carbonated beverages. PepsiCo
correctly identified the global demand for more non-
carbonated ready to drink beverages, and was able to
move swiftly to diversify their holdings. Gatorade, a
sports drink acquired with the Quaker purchase, sold
slightly over USD$ 2 Billion in the year 2000 rivaling
Pepsis competitor Coca-Cola. Coca-Cola does not show
any sign of moving into markets other than ready-to
consume beverages, but still offers a wide array of
diversified beverage products. The 239 beverage brands
that Coca-Cola produces constitute a major portion of
beverages available to consumers worldwide, covering
dozens of micro-markets. Unlike PepsiCo, Coca-Cola has
a long history of success with international marketing
efforts and business strategy. Thus, rather than competing
with Coca-Cola on in the international beverage arena,
PepsiCo has ensured longevity with alternate product
offerings.
Product Line of PEPSICO:

PepsiCo Companies and Products list

PepsiCo companies
* Pepsi-Cola
* Gatorade
* Quaker
* Frito Lay
* Tropicana
Pepsi-Cola Brands
* Pepsi
* Caffeine Free Pepsi
* Diet Pepsi
* Caffeine Free Diet Pepsi
* Diet Pepsi Max
* Jazz Diet Pepsi
* Diet Pepsi Lime
* Diet Pepsi Vanilla
* Pepsi Wild Cherry
* Diet Pepsi Wild Cherry
* Pepsi ONE
* Mountain Dew
* Diet Mountain Dew
* Caffeine Free Mountain Dew
* Mountain Dew Code Red
* Diet Mountain Dew Code Red
* Mountain Dew Live Wire
* Manzanita Sol
* Mirinda
* Mug Root Beer
* Diet Mug Root Beer
* Mug Cream Soda
* Diet Mug Cream Soda
* Sierra Mist
* Sierra Mist Free
* Slice
* AMP energy drink
* Aquafina
* Aquafina Alive
* Aquafina Flavor Splash
* Aquafina Sparkling
* Dole juices and juice drinks (License)
* Dole Plus fortified juices (License)
* Ethos Water (License)
* Fruit Works juice drinks
* Lipton Brisk (Partnership)
* Lipton Iced Tea (Partnership)
* Lipton Pure Leaf (Partnership)
* No Fear
* Sugar Free No Fear
* Ocean Spray juices and juice drinks (License)
* Frappuccino ready-to-drink coffee (Partnership)
* Starbucks Double Shot (Partnership)
* Starbucks Double Shot Energy (Partnership)
* Starbucks Iced Coffee (Partnership)
* SoBe juice drinks, dairy, and teas
* SoBe Lean diet juice drinks, dairy, and teas
* SoBe Life Water
* SoBe Synergy
* SoBe Adrenaline Rush
* TAVA
* Tropicana lemonade and punches
* Tropicana Light lemonade and punches
* Tropicana Twister sodas
Frito Lay Brands
* Lay's potato chips
* Lays Kettle Cooked potato chips
* Wavy Lay's potato chips
* Baked Lay's potato crisps
* Maui Style potato chips
* Ruffles potato chips
* Baked Ruffles potato crisps
* Ruffles Flavor Rush potato chips
* Doritos tortilla chips
* Baked Doritos tortilla chips
* 3D's snacks
* Tostitos tortilla chips
* Baked Tostitos tortilla chips
* Santitas tortilla chips
* Fritos corn chips
* Cheetos cheese flavored snacks
* Rold Gold pretzels & snack mix
* Funyuns onion flavored rings
* Go Snacks
* Sun chips multigrain snacks
* Sabritones puffed wheat snacks
* Cracker Jack candy coated popcorn
* Chester's popcorn
* Grandma's cookies
* Munchos potato crisps
* Smart food popcorn
* Bakenets fried pork skins
* Oberto meat snacks
* Rustler's meat snacks
* Churrumais fried corn strips
* Frito-Lay nuts
* Frito-Lay, Ruffles, Fritos and Tostitos dips & salsas
* Frito-Lay, Doritos and Cheetos snack crackers
* Fritos, Tostitos, Ruffles and Doritos snack kits
* Hickory Sticks
* Hostess Potato
* Lay's Stax potato crisps
* Doritos Rollitos
* Lay's Fries
* Natural Lays
* Natural Ruffles
* Natural Cheetos
* Natural Tostitos
* Miss Vickie's potato chips
* Munchies snack mix
Gatorade Brands
* Gatorade Thirst Quencher
* Gatorade Frost Thirst Quencher
* Gatorade Ice Thirst Quencher
* Gatorade Xtremo Thirst Quencher
* Gatorade X-Factor Thirst Quencher
* Gatorade Fierce Thirst Quencher
* Propel Fitness Water
Tropicana Brands
* Tropicana Pure Premium juices
* Tropicana Twister juice drinks
* Tropicana Smoothies
* Tropicana Pure Tropics juices
* Dole juices (License)
* Tropicana 100 juices
* Naked Juice
Quaker Brands
* Quaker Oatmeal
* Quaker Instant Oatmeal
* Quaker Oatmeal Breakfast Squares
* Cap'n Crunch cereal
* Life cereal
* Quaker Oatmeal Brown Sugar Bliss
* Quaker Oatmeal Honey Nut Heaven
* Quaker 100% Natural cereal
* Quaker Squares cereal
* Quisp cereal
* King

SWOT Analysis

Strengths:
Company Image:
It also is a reputable organization and is well known
all over the world. Perception is of producing a high
quality product.
Quality Conscious:
They maintain a high quality as Pepsi Cola
international collect sample from its different
productions facilities and send them for lab test in
Tokyo.
Good relation with Franchise:
 Throughout its history it has a good relation with
franchisers working indifferent areas of the world
where they have the production facilities.
Production Capacity:
It has the production capacity i.e 60000 bottles per
hour for 250 ml & 21000 bottles per hour for PET
packages is not only in Pakistan.
Market Shares:
It has a highest market share i.e 60% in Pakistan and
leading a far step head from its competitors.

Weaknesses
Declines in Taste:
During the last year, it was published in
financial posts that their has been big complaints from the
customers with regard to the bad taste that they
experienced during the span of six months.
Image as a Franchiser:
Such as in Pakistan, Hamayun Akhtar is its
franchisee that has a strong political support from a
political party, which is in opposition. In their era in
Government less tax is imposed on them but retaliation
increases as they come in opposition. So the selection is
not appropriate as this thing surely harmful their image as
well as strategies. Also some people treat it as a local
industry as compare to COKE because it is the franchise
of PEPSI international.
Weak Distribution:
They lack behind in catering the rural areas and
just concentrating in the urban areas.

Opportunities
Increasing Population:
As almost in all over the world growth rate is
increasing which is turn increases the demand of
product and requirements and especially in Asia
the market is growing at a faster rate as compare
to other continents so they have a new entrants.
Changing Social Trend:
As in all over the world people are rushing
towards fast food and beverages because of life
which has become faster, it provide the company
a favor to capture this fast moving market with
its take away product.
Diversification:
 They may enter in garments business in order to
promote their brand name by making sports
clothes for player that represents their name by
wearing their clothes. As well as they have the
opportunity to move towards juices and chips.

Threats
Government regulations:
They face problems if government employee
taxes on them, which force them to raise the
price of their product.

Raw material supply:

Again this is also a serious threat from its
supplier as if supplier is unhappy with the
company. He may reduce the supply and exploit
the company. This action will surely affect the
production process.
Market Segmentation:

Geographic Segmentation:
World region Asia
Country Pakistan
Cities All cities & rural areas of
Pakistan
Climate Hot & Dry
Density Urban

Demographic Segmentation:
Age 14-50
Gender Male, Female
Family Size 1-2, 3-4, 5+
Family life cycle Married, unmarried
Income Rs 10000+
Occupation From middle class to upper
class
Education School, College, University
Religion All religions
Race Asians
Nationality Pakistan

Psychographic Segmentation:
Social class Middle class, upper class
Life style Actualizes, Fulfilled,
Achievers, strivers,
believers, strugglers and
experience makers.

Behavioral segmentation:
Occasions Parties, birthdays, sports
and regular occasions
Benefits Quality, taste
User status First time user
Loyalty status Strong
Readiness stage Aware, interested
Targeting strategy:

Pepsi has historically targeted young audience since

1980s. Many of their ads were aimed at teenagers and
young people by fun, sports and music. But right now
Pepsi is also targeting other age groups and not teenagers
only. By their new LITRE OF LIGHT program they are
now also targeting backward areas.

Positioning strategy:
Firstly the Pepsi in America try to position its product for
the society as whole and for the purpose of refreshment,
which can be clearly visible from their advertisement
slogans like-

any whether is Pepsi whether-

the light refreshment -

be sociable, have a Pepsi

This positioning strategy they followed up to 1960 and

after analyzing that it is very difficult to capture whole
population as whole. So Pepsi after 1960 started targeted
marketing and choose a different way to promote and to
attract new customers by using huge marketing
campaigns along the years and creating brand personality
associated to the adventure. Pepsis goal is Attract a
certain set of customers to buy the product by associating
itself with young people who are energetic, fun loving and
daring.
Advertising strategy of Pepsi:

Pepsi targets young and teenagers in their ads.

They usually advertise their product by media, billboards,
news papers and by organizing different events.
As cricket is the beloved sport by Pakistan so they are
also advertising their brands by sponsoring Pakistan
international cricket team. More on that they are also
brand sponsors of ICC by which they target youth as well.
By liter of light program they are also targeting backward
areas.
By partnership with different restaurants they also
advertising their product.
Pricing Strategy:

PepsiCo said it will switch to a hybrid everyday value

pricing strategy, reducing the discounts it has been
offering on holidays and moving toward lower prices
every day, Reuters said. A company executive said
PepsiCo has trained consumers to wait for discounted
prices, encouraging them to stock up when prices are at
their lowest and put off buying at regular prices. The new
strategy is designed to boost profits on soft drink sales.
Reference
Muhammad Usman Riaz
EX- Sales Officer
PEPSI Multan
0320-6787082
Annual report of PEPSI 2015
Strategic marketing report ( Coca Cola vs PEPSI
)
PEPSICO.com
www.pepsi.pk
Some researched data by students.

In the end we want to thank Maam Ammara Akram for

assigning us this assignment so that our confidence can
be enhanced and we can understand the concepts
clearly.