III.

SWOT ANALYSIS

STRENGTH WEAKNESS
 Brand equity  Value Addition
 Wide brand portfolio  Failed products
 Customer Loyalty
 Tie-ups
 Strong Distribution
OPPORTUNITIES THREATS
 Healthy options  Health Factor
 Corporate social development  Competition
 Research and Development  Brand ambassador

IV. COMPETITOR ANALYSIS

COMPETITOR A: Coca Cola

STRATEGY WHAT ARE THEY DOING NOW?

PRODUCT  Wide portfolio compromising of 3300
products
PRICE  Competition –based pricing
 Geographical pricing
PLACE  Available worldwide
PROMOTION  TV ads, Outdoor ads, Event sponsorship,
Social Media, Billboard
 Corporate Social Responsibility

COMPETITOR B: ARC Refreshments Company

STRATEGY WHAT ARE THEY DOING NOW

PRODUCT  Has 8 different brands
PRICE  Market-penetration pricing
 Competitive pricing
PLACE  Serves several countries
PROMOTION  TV ad, radio, newspaper, magazine
 Corporate Social Responsibility

COMPETITOR C: ZESTO CORPORATION

STRATEGY WHAT ARE THEY DOING NOW?

PRODUCT  Wide variety of brands from Juices to
candies
PRICE  Economic pricing
PLACE  Exported in several countries
PROMOTION  TV and Radio ads

V. Target Market

Demographic

 Age: 15-45
 Income: Average, Above average, and high earners
 Occupation: Student, Employees, Professionals

Psychographic

 Working, Middle, and Upper class

 Aspirer, Succeeder, Explorer

Geographic

 Global

VI. OBJECTIVES

This marketing plan is designed to attain the following objectives categorized into:

Marketing Objectives

 Increase sales through advertisement

Communication Objectives

 To build Pepsi a strong brand awareness

 Create an effective advertisement

VII. PRODUCT DIFFERENTIATION

Pepsi is a market leader. Pepsi does all it can to differentiate its products so it can remain a
market leader and can continue to attempt to beat out Coke. Their ability to innovate is truly a
competitive advantage to them.
VIII. INTEGRATED MARKETING COMMUNICATION

 Start a new trend in the social media application which is the “ #BagongYugtoKasamaAngPepsi”
and make it in top one most talked about in the social media applications.
 Collect stories that would be correlated to the brand’s hashtag and on-going advertisement.
 Build strong relationship with the Non-Government Officials to further establish a good
reputation in the brand.
 Hold an event that would invite public media.

IX. Online Media Tactics

ADVERTISING

 Commercial series to be released and let the viewers predict the next episode
 Theme: "Bagong Yugto Kasama ang PEPSI"
 To be posted and watched on PEPSI facebook and other social media apps
 Can be watched every last Saturday of the month that will run in four (4) months.

X. Offline Tactics

Print advertisement

 Tarpaulins- to be distributed to outlet stores as well as its other retail outlet

Public Relations/ Publicity

 Event Sponsorship
-invite known artists such as Kathniel which are very popular since then
- provide tarpaulins, photobooth, free foods, intermission numbers from artists, meet
and greet
XI. Budget Matrix

Item Unit cost Quantity Total

Tarpaulin 250 50

Photobooth

 Backdrop 1,500 1 1,500

 Props
50 10 500
 Carpet
3,000 1 3,000
Total
5,000

Commercial -

 Advertising Agency 25, 000 25,000

 Artists' talent fee

- Main 50, 000 2 100,000

- Extra
20,000 5 100,000
Social media ads

• Facebook,
5,000 5 months 25, 000
• Twitter
5,000 5 months 25, 000
•Youtube
10, 000 10 rolls 100, 000
Total
375, 000

One day Event

 Venue 100,000 1 day 100,000

 Lights & Sounds
50,000 1 day 50,000
 Physical Arrangement
 Hosts Talent fee 75,000 1 day 75,000
 Artists
 Food 5,000 2 10,000

Total 30,000 4 120,000

300 500 150,000

 505,000

Total Cost 1, 005, 000