INTERNATIONAL MARKETING MANAGEMENT

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ADITYA SINGHAL – 05
ABHISHEK BHANDARI – 08
AMISHA JAIN – 24
KARAN KUMAR – 25
SUJAY PILLAI – 53
SWAPNIL GHOSE – 54
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PEPSICO INC.

 PEPSICO INC. WAS ESTABLISHED THROUGH THE

MERGER OF PEPSI-COLA AND FRITO-LAY IN 1965
 IT IS NOW AN AMERICAN MULTINATIONAL FOOD,
SNACK, AND BEVERAGE
CORPORATION HEADQUARTERED IN HARRISON,
NEW YORK
 FOR THE FISCAL YEAR 2017, PEPSICO REPORTED
EARNINGS OF US$4.857 BILLION, WITH AN ANNUAL
REVENUE OF US$62.525 BILLION, AN INCREASE OF
1.2% OVER THE PREVIOUS FISCAL CYCLE
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PRODUCT

 TWO MAIN TYPES OF PRODUCTS :

1. BEVERAGES – SOFT DRINKS, MINERAL WATER, SPORTS
DRINKS
2. FOOD PRODUCTS – SNACKS, BREAKFAST

 PEPSI HAS EXPANDED IN EVERY SEGMENT UNLIKE

COCA – COLA
 PEPSI’S PRODUCTS HAVE A GREATER ADVANTAGE
LIKE LAYS, CHEETOS AND KURKURE.
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PRICE

 BEVERAGE INDUSTRY – DOMINATED BY TWO

BIG GIANTS : PEPSI AND COCA COLA
 COMPETITIVE PRICING
 PROMOTIONAL DISCOUNTS ARE GIVEN BY
PEPSICO
 BULK BUYERS AND RETAILERS
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PLACE

 HUGE DISTRIBUTION NETWORK ACROSS THE

WORLD
 TWO MODES OF DISTRIBUTION:
1) COMPANY > DISTRIBUTOR > SMALL
RETAILERS / SMALL BUYERS > END CUSTOMER
2) COMPANY > BULK BUYERS > END CUSTOMER
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PROMOTION

 BRAND IMAGE CREATED BY PROMOTIONS

 BRAND AMBASSADORS
 TARGETING DIFFERENT SEGMENTS LIKE
MOUNTAIN DEW FOR YOUNGSTERS, KURKURE
AND LAYS FOR HOUSEHOLD SNACKS
 ADVERTISING ITS PRODUCTS THROUGH MEDIA
CHANNELS, PRINT MEDIA AND ONLINE MEDIA.
3 PS OF SERVICE
MARKETING
Bellagio, Las Vegas
PEOPLE
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PEOPLE
 People who are directly or indirectly involved in the trade of
the service.
 These are mainly customer contact employees, like
concierge, housekeeping staff, casino staff, managers, etc.
These people translate the quality into a service.
 Delivery of services often occurs during an interaction
between a customer and contact employees. Attitude and
behavior of an employee create a perception of the service
as experienced by the customer (customer perception).
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PROCESS
 It represents the activities, procedures, protocols and
more by which the service in question is delivered to
the customer.
 Time, delivery system and the flexibility of the
employees is crucial here
 Managing the process factor is mainly due to the
perishability of services which means that the services
cannot be inventoried, stored for reuse or returned.
PHYSICAL EVIDENCE
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PHYSICAL EVIDENCE
 The environment in which a service comes about from an
interaction between an employee and a customer
 includes a representation of a service -the design, furnishing,
lighting and decoration of a hotel has a certain influence on the
quality of the service and customer experience.
 As services are intangible, customers are continuously looking for
concrete clues to help them understand the nature of the service
company.
 Credit cards, Social media marketing
 SOCIAL MEDIA MARKETING
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#AsSeenOnASOS
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SOCIAL MEDIA

 HAS LED TO GREATER COMPETITION

 WEAKER BRAND LOYALTY
 INCREASINGLY DIFFICULT TO CONTROL THE MESSAGE
 NEED FOR CUSTOMER ENGAGEMENT
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CUSTOMER ENGAGEMENT

 FOCUSSED ON ESTABLISHING LASTING RELATIONSHIPS

 MOTIVATIONAL DRIVERS – INFLUENCING CUSTOMER
BEHAVIOUR
 ORGANIZATION-DRIVEN OR INDIVIDUAL-DRIVEN
 REQUIRES EFFECTIVE SOCIAL MEDIA MANAGEMENT
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DIGITAL FIRST!
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ASOS.COM

 FOUNDED IN THE UK IN 2000

 TARGETED TOWARDS 20 YEAR OLD MILLENIALS
 SECOND MOST VISITED FASHION WEBSITE IN THE WORLD
 OVER 80,000 BRANDED AND OWN-BRAND PRODUCTS
 ONE OF THE MOST SUCCESSFUL DIGITAL BRANDS
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STRATEGIES

 USER-GENERATED FEATURED CONTENT -

#AsSeenOnMe
 INSPIRING CUSTOMERS
 SEE IT-WANT IT

 ASOS INSIDERS PROGRAM - INFLUENCERS

 CELEBS ON ASOS
 BUILDING A COMMUNITY
 ENABLING PARTNERS TO ENGAGE WITH EACH OTHER
INTERNATIONAL
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MARKETING
ALIBABA - E-COMMERCE GIANT
COMPANY BACKGROUND

• Founded in 1999
• Alibaba group holding limited is a Chinese e-commerce company that
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provides customer-to-customer, business-to-customer and business-to
–business sales service via web portals.
• serving 2 billion consumers and servicing tens of millions of merchants
worldwide.
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SEGMENTATION, TARGETING & POSITIONING

 Alibaba uses a mix of demographic, Psychographic and behavioral

segmentation strategies to fulfill its mission and transforming its business
to emerge as a technologically advanced company which will help
customers, merchants and businesses to leverage the vast potential of
the Internet.
 Alibaba uses differentiated targeting strategy.
 Usage-based and pricing positioning strategies are used by Alibaba to
augment revenue from a different lines of businesses.
MARKETING MIX
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 Alibaba.com (Largest Business to Business Portal)
 Aliexpress.com(Provides smaller buyout for small business)
 Taobao.com (Business to customer e-commerce store)
 Exports to 150 Countries, giving it the reach to have a lot of revenue turnover.
DIGITAL MARKETING

IT STARTS HERE
ANY SWIPE CAN CHANGE YOUR LIFE

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 TINDER STATISTICS :
TOTAL USER BASE : 50 MILLION
TOTAL PAID USERS: 4.1 MILLION

PERCENTAGE OF USERS :-
SINGLE – 54 %
DIVORCED – 3%
ALREADY IN RELATIONSHIP – 12 %

AVERAGE TIME SPENT PER USER PER DAY – 35 MINUTES

AVERAGE NUMBER OF DATES PER WEEK - 1.5 MILLION

REVENUE EARNED IN 2018 - $800 MILLION

REVENUE EARNED IN 2017 - $400 MILLION

Source :
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WHAT TINDER MAREKETED & HOW ? :
 START FROM THE BASE
 DEMOGRAPHICS
 FOCUS ON ORGANIC
 GAMIFY EXPERIENCE
 SERENDIPITY

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DIGITAL MARKETING STRATEGY
 DATA EXTRACTION
 KEEPING THE VOICE APPEAL CLEAR
 SOCIAL NETWORKING FEATURES
 ADVERTISING CAMPAIGNS

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Big concept
Bring the attention of your audience over a key concept
using icons or illustrations

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You can also split your content
Black
Is the color of coal, ebony, and of
outer space. It is the darkest color,
the result of the absence of or
complete absorption of light.

White
Is the color of milk and fresh snow,
the color produced by the
combination of all the colors of the
visible spectrum.

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In two or three columns
Yellow
Is the color of gold, butter
and ripe lemons. In the
spectrum of visible light,
yellow is found between
green and orange.
Red
Is the color of blood, and
because of this it has
historically been
associated with sacrifice,
danger and courage.
Blue
Is the colour of the clear
sky and the deep sea. It is
located between violet and
green on the optical
spectrum.
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 TESLA MOTORS

Automotive Manufacturing
company
Headquartered at Palo Alto,
California, USA
CEO: Elon Musk
Worldwide renevue: 11.8 billion
USD

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TESLA MODEL 3 (RedStar)

Key Specifications:
Prize: US $35,000 (Standard
Model)
All Electric Vehicle
4-seater Sedan
Range 354 Km
Acceleration: 0 to 100 in 3 secs
Top Speed: 209 kmph
Rear Wheel Drive
36 Why Russia?
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Segmentation

• Successful, wired, free spirited,

confident, and at ease
• Feels this is his best decade
• Greatest device ownership,
pushes
• Contributes to content
• Male dominated, above-average
• Income, single
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Socio-demographic:
• Age: of 25 – 45
• Income: Average income over $35K/year
• Education: Higher
• Social class: middle class, upper middle
class

Psychographic:
• Lifestyle: stands for innovation, career
oriented
• Intrinsic motivation of purchase: being out
of the box
• Values: technology-savvy, self- realization
• Type of psychographic model (by VALS):
Achievers
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Targeting

• Presentation
• Direct advertising
• SMM
• Blogs and Vlogs
• Showrooms
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TESLA Model 3 is the only

STYLISH CAR
that can go
FROM 0 TO 100 in 3 SECONDS
without
A DROP OF OIL
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THANK YOU