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Pepsi is already the number one beverage company in Pakistan but it has to maintain its position, power and status. They want to expand their market share from 72% to 100% driving all their competitors out of the business. The products produced by the Pakistan Beverage Ltd. Comprises of a range of incredibly taste appealing drinks.
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Оригинальное название
Presentation for the Essential of Marketing Management
Pepsi is already the number one beverage company in Pakistan but it has to maintain its position, power and status. They want to expand their market share from 72% to 100% driving all their competitors out of the business. The products produced by the Pakistan Beverage Ltd. Comprises of a range of incredibly taste appealing drinks.
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Pepsi is already the number one beverage company in Pakistan but it has to maintain its position, power and status. They want to expand their market share from 72% to 100% driving all their competitors out of the business. The products produced by the Pakistan Beverage Ltd. Comprises of a range of incredibly taste appealing drinks.
Авторское право:
Attribution Non-Commercial (BY-NC)
Доступные форматы
Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
B.B.A.: The story of Pepsi originates from a drug store in North Carolina (U.S) which belonged to a young man named as Dook Braydham.
Dook invented syrup which customer’s
names as Braydh. In 1898 Braydham officially registered his syrup with the name of Pepsi cola.
Gradually the sales of Pepsi cola began
to pick up.
In 1903 Pepsi was registered as a brand
name in U.S.A. In Pakistan Pepsi was introduced in 1979, in the beginning Pepsi did face a lot of problem because at that time coca cola had 72% market share.
However in 1980 Pepsi was offered as a franchise
agreement with the coca cola company, which they did accept and thereafter it came to be known as Pepsi Cola. TO CONTINUE BEING THE MARKET LEADER IN THE BEVERAGE FIELD • The objective that the Pepsi company wishes to achieve is that it wants to remain and continue to be the best or number one beverage company in Pakistan.
• As Pepsi is already the number one beverage company
in Pakistan but it has to maintain its position, power and status and in order to achieve their target constant dedication and hard work is required. • As far as the company is concerned and they are satisfies with their progress and they wish to expand their market share from 72% to 100% driving all their competitors out of the business. • The products produced by the Pakistan Beverage Ltd. Comprises of a range of incredibly taste appealing drinks. This company produces drinks conjugating four flavors. • FLAVOURS DRINKS • COLA PEPSI-COLA • LEMON 7-UP • ORANGE MIRINDA • LIME TEAM MOUNTAIN DEW is another product, which is a promotion of a mixed flavor soft drink that typically involves the lemon and the orange flavor.
The product line extension of Pepsi also include
TROPICANA which has introduced few months before in Pakistan having a flavor of mango, it is a product called SLICE which is innovated in a form of TROPICANA. • Pepsi has adopted market penetration pricing strategy at that time when it was introduce, coca cola has covered a large market in Pakistan.
• But now the prices of Pepsi is almost same as of its
competitor that is coca cola. • SIZES PRICES • Pepsi Regular Rs12 • Pepsi(Pet Bottle)5ooml Rs20 • Pepsi 1Ltr Rs25 • Pepsi 1.5Ltr Rs40 • Pepsi Jumbo2.25Ltr Rs55 • The distribution system of Pepsi cola company is organized as follows: • Firstly there are branches in every city of Pakistan, The branch in Karachi is headed by a sales manager then there is a sales executive who is also known as Territory Development Manager (TDM) who is responsible about the trucks, then further down is the sales officer who has a wide authority and then there is a sales supervisor who look after the trucks and finally salesman. • Each sales manager handles 60 trucks. • There is also another form of distribution of Pepsi which is through agencies formed in almost every large area of Karachi.
• The trucks from the company supplies products to these
agencies and then further the agents supplies it to every possible retailer. • Pepsi cola company has promoted its product by every means of promotion. Like for example through electronic media (television, radio, internet), through print media, through bill boards etc • The Pepsi have also signed some agreements with some very strong and expanded retailers. • These exclusive agreements are signed with Pizza Hut and KFC, So whichever outlet of Pizza Hut or KFC you approach you will only find pepsi products (and not its competitors). • Pepsi cola has also signed this agreement with the cafeteria retailer of IoBM (Institute Of Buisness Management). • These agreements are usually based on the incentives that Pepsi offers to these retailers, for instance fast and efficient service or by providing Just-In-Time stock ordering facilities. • Pepsi has continued using product endorsement by using TV actors/models and cricketers, and other famous celebrities in order to promote their products. • Pepsi the largest beverage company in Pakistan with 72% market share. It has not been an easier pathway for Pepsi to gain nearly 3/4th of our country’s market share in less time compare to its biggest competitors Coca Cola Limited.
• They have tried to harm Pepsi in some ways or the
other.
• In 1994, Coke reduced the prices to Rs5 and Pepsi has
to reduce their prices in order to compete. • In doing this, both the companies had to bear huge losses.
• Coke had a loss of 9 million whereas Pepsi the main
sufferer bearing a loss of 14 million.
• This price war was reduced when Coca-Cola agreed not
to go on price competition ever again. • Pepsi’s market share is 72%
• Coca Cola’s market
share is 28% • Boston matrix is four-cell matrix, as shown in the figure. • This matrix compares various business products in an organizations portfolio, On the basis of relative market share and market growth rate • Question mark: - this represents condition as low market share and high growth rate. Basically this tells us about the newly launched product, which is Mountain dew. • Stars: - this represents high market share and high growth rate .the product which has high demand that is Pepsi but it has high growth rate, because this product is advertised a lot due to close competitors. • Cash cows: - this represents high market share and low growth rate .the product, which is demanded but not, has to be advertised a lot. This gains profits to firm. 7-up and Miranda comes under this situation. • Dogs: -this represents the situation with low market share and low growth rate because of more competitors of similar product in the market. Slice comes under this situation. • Pakistan beverages have scored full marks as far as their corporate social responsibility is concerned. They take active interest in activities concerning the social issues. Some of the elements that prove this fact are listed below. THE SCHOLARSHIP PLAN OF 1991-1993: • In 1991, Pepsi gave a thousand scholarships to students from class five to master’s level. However this project didn’t last long because of some political issues and had to end in 1993. • Still it benefited students of all levels of education. The Allahwala Chowrangi Project: • Pepsi participated actively in the Karachi Beautification Scheme. They undertook a project that cost them over Rs.3 Million. This was the Allahwala Chowrangi project. • Pepsi handled many other projects as well. Soon after the Allahwala Chowrangi, it undertook a project worth of Rs.5 Million to build a triangular part opposite Park Towers. Another project was that of developing the area near the entry point of the Airport. Pepsi decided to develop and beautify this area by building two structures holding the globes of Pepsi. • As far as personal opinion is concerned I would initially recommend that the ingredients of Pepsi as a product should be altered such that it should give a stronger taste. • This point is bit more stressed since its immediate competitor is taking a due advantage because of Pepsi’s sweeter taste. • Moreover Pepsi should start creating awareness about the duplication of its product these days.
• There are several companies producing duplicated
Pepsi and people are not aware about it.
• If they try to get hold of the duplicated product then this
can ruin image of Pepsi in eyes of the consumers. The Pepsi will lose their consumers if they do not start working on this as soon as possible.