- ASSIGNMENT -

An Analysis on Brand Positioning of Pepsi Co Inc.

A Study on Pepsi Co Inc. -

Eastern University
Faculty of Business Administration Brand Management . MGT- 461

FALL

2012

Assignment on:

An Analysis on Brand Prepared Prepared for Positioning of Pepsi Co by Inc. Amrin Wazed Md. Moniruzzaman Khan ID# 103200090
Senior Lecturer Faculty of Business Administration Eastern University Group: 1, B.B.A Eastern University

Acknowledgement

Submission Date: 6 Submission Date: 22 December 2012 September 2008

At the very beginning I would express my deepest gratitude to Almighty for giving me the strength and the composure to finish the task. While majority of efforts has been mine, there are a number of peoples who have assisted in making this paper possible. I owe a debt of gratitude to all those people without whom this report would have never been accomplished. I would like to mention some of the people who have major contribution to prepare this report. For outlining, guidance and finalizing the whole report, I am extremely grateful to my course instructor Md. Moniruzzaman Khan, Senior Lecturer of Business Administration, Eastern University. I am also thankful to him for handing this report which I found to be an interesting topic to work on. Being the authorized of this report, he helped us a lot throughout the course of the study. Its a privilege for me to express my deepest sense of acknowledgement to him. His versatile viewpoint and understanding of the subject matter, his guidances, constructive criticisms and above all the level of motivation and helpfulness he showed really made me to stay focused and work logically. I got help from many people in the context of preparing this report and some of the persons have been very helpful and cooperative with information and suggestions. In this regard I would like to thank all the people for their co-operation. Finally a silent stream of gratitude is for MY most adorned parents, whose blessing is always with me in this windy world. Thanks all from the core of my heart.

Amrin Wazed, ID#103200090 BBA . Eastern University

Letter of Transmittal
22nd December, 2012 Md. Moniruzzaman Khan

Senior Lecturer Faculty of Business Administration Eastern University Subject: Submission of report on An Analysis on Brand Positioning of Pepsi Co Inc. Dear Sir, Here is the recommendation assignment concentrates on An Analysis on Brand Positioning of Pepsi Co Inc. that you assign me to contract. While accomplishing this report I studied a great deal on brand positioning. The report is based on the Pepsi Co Inc. and its brand positioning on the market worldwide. Instructions regarding the size of the report & limited time to study affect the report. I sincerely believe that this report will help me in the long run to understand the real scenario of brand positioning. I am grateful to you for giving this opportunity to submit this type of report. I tried our best to go deep into the matters and mistakes and make full use of my capabilities in making the study meaningful, though; there may be some mistakes and shortcomings. The practical knowledge & experience gathered during report preparation will immeasurably help in my future professional life. I will be obliged if you kindly approve this endeavor. Sincerely yours,

Amrin Wazed, ID#103200090 BBA . Eastern University

Letter of Certification
II

I am delighted to certify that the assignment on An Analysis on Brand Positioning of Pepsi Co Inc.; prepared by Amrin Wazed (ID#103200090), students of Eastern University, BBA department has been approved for presentation. They worked under my supervision for this report, which is a partial requirement of Brand Management (MGT 461) course. I am pleased to hereby certify that the data and the findings presented in the report are the authentic work of the above mentioned students. I strongly recommend the paper presented by them for further academic procedures. They bear a strong moral character and a very pleasing personality. It has also indeed been a great pleasure working with them. I wish all the success for their upcoming life.

Signature: _________________________ Date: Md. Moniruzzaman Khan Senior Lecturer Faculty of Business Administration Eastern University

Executive Summary
III

This report is the part of Brand Management (MKT-461) course requirement of BBA program of the institution of Eastern University. The main objective of this report is to know the Brand Positioning of Pepsi soft Co Inc. In this report we tried to focus on the current market position of Pepsi Company. To study on the topic we read and collect information about Market Positioning lot which consists of everything a firm can do to influence the demand for its product. It represents the total marketing program of a firm or organization. Including extended elements Marketing Mix has seven elements which are Price, Place, Product, Promotion, Physical evidence, People and Processes. To do this report we went through the web and collected important information. By this information we worked very hard to complete the report on time. From our overall analysis, we have found that The Pepsi Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Pepsi, the world's most valuable brand, Their Company's portfolio features 15 billion dollar brands including Diet Pepsi, Mirinda, 7Up, Pepsi Zero, vitamin water, PowerAde, Minute Maid, Simply, Georgia and Del Valle. Globally, there are the No.1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy their beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, their Company is focused on initiatives that reduce their environmental footprint, support active, healthy living, create a safe, inclusive work environment for their associates, and enhance the economic development of the communities where they operate. Together with their bottling partners, they rank among the world's top 10 private employers with more than 700,000 system employees. Pepsi is one of the most recognizable brands around the globe. Having established a leading brand that fascinates consumers all over the world, Pepsi is widely regarded as one of the most booming organizations having achieved huge branding success.

Table of Contents
IV

Acknowledgement.... I Letter of Transmittal..... II Letter of Certification... III Executive Summary ... IV Chapter 1: Introduction.........1
1.1 Introduction...........................1 1.2 Origin of the Report...............1 1.3 Background of the Study.......1 1.4 Objective...............................2 1.5 Source of Data.........................................................2 1.6 Limitation of the Research.....3

Chapter 2: Company Overview ........................4

2.1 About PepsiCo..................................................4 2.2 History...............................................................4 2.3 Products and brands.........................................2 2.4 Areas of business..............................................8 2.5 Corporate governance.........................................10 2.6 Environmental record and product nutrition..............................12

Chapter 3: Literature Review ..........................18

3.1 Brand Positioning........................18 3.2 Positioning (marketing) ...............19 3.3 Brand - Positioning in the people's mind....21 3.4 Brand positioning process...........23 3.5 What Is Brand Positioning? ........25 3.6 Customer Based Brand Positioning....29 3.7 Brand Positioning Statement Analysis...29 3.8 Brand Positioning and Category Essence.....32 3.9 Competition Based Brand Positioning...........35 3.10 Brand Research for Brand Positioning.....36 3.11 Brand Positioning Elements Defined....37 3.12 When to Reposition Your Brand....37 3.13 Brand Positioning With Consumer Research..38 3.14 Brand Repositioning Research: A Mandate..........................44 3.15 Marketing Decisions: Too Important For Marketers...48

3.16 Brand Positioning and Perceptual Maps ....................................52 3.17 The State of Branding................62 3.18 Understanding the Competition.....70

Chapter 4: Analysis ..........................................................82

4.1 Analysis..........................................82 4.2 Achieving Brand Reinvention..............82 4.3 Focusing on Consumer Sophistication .........82 4.4 Evaluating Consumer Response.......................83 4.5 Achieving Strategic Consensus................................83 4.6 Building Brand Loyalty .......................83 4.7 Pepsi Brand Positioning .....................83 4.8 Channel of Distributions Pepsi ...........84 4.9 Target Market of Pepsi....................84 4.10 Consumer Behavior Pepsi ...............85 4.11 Buyers Behavior of Pepsi..............86 4.12 Market Analysis Pepsi...................86 4.13 Major factors influencing the level of demand of the product...87 4.14 SWOT Analysis.............................88

Chapter 5: Findings..........................91 Chapter 6: Recommendations .......92 Chapter 7: Conclusion ................93 References .................................94