Brand Audit Of

8/8/2019 Brand Audit Of

1/20

Brand Audit Of

Pepsi Co

BY

Z.Syed Imran Ahmed


2/20

History

First introduced as Brads Drink in New Bern in 1898.

Founded by Caleb Bradham in his pharmacy where the drink

was sold.

Later named Pepsi Cola, due to the enzymes used in the recipe. In 1903, Bradham moved the bottling of Pepsi Cola to a

Warehouse.

In 1909, automobile race pioneer Barney Oldfield was the first

celebrity endorser for the brand. The original trademark application for Pepsi-Cola was filed on

September 23, 1902 with registration approved on June 16,

1903.


3/20

Mission of Pepsi Co

To be the world's premier consumer products company focused

on convenience foods and beverages. We seek to produce

healthy financial rewards to investors as we provide

opportunities for growth and enrichment to our employees, ourbusiness partners and the communities in which we operate.

And in everything we do, we strive for honesty, fairness and

integrity.


4/20

Logo of Pepsi CO

The Pepsi logo is a simple globe with the Pepsi colours in the

background and the word Pepsi in the foreground. Pepsi has

changed its logo and its slogans a number of times since its

introduction in 1898.


5/20

Packing of Pepsi Co

The Pepsi Bottling Group, Inc. (PBG) is the worlds largest

manufacturer, seller and distributor of Pepsi-Cola beverages.

On February 26, 2010, PepsiCo completed its mergers with

The Pepsi Bottling Group and PepsiAmericas, furtherstrengthening PepsiCos beverage business.

PBGs strongest presence is in United States and Canada.

Holds exclusive Pepsi franchises in Greece, Russia, Spain and

also in most U.S. states. PepsiCo's new operating unit, Pepsi Beverages Company, now

serves the United States, Canada and Mexico.


6/20

Positioning of Pepsi CO

Positioned in the soft drinks segment.

Positioned as The Choice of a New Generation.

Targets the younger generation.

Uses young celebrities in almost all commercials.

Continues change with the youth.

Right from Yeh Dil Mange More to Yeh Hai

Youngistan Meri Jaan.


7/20

Marketing Strategies

In 1975, Pepsi introduced the Pepsi challenge marketingcampaign.

In 1976, Pepsis RKO bottlers hired the first female Pepsisalesperson.

In 1996, Pepsi Co launched the highly successful Pepsi stuffmarketing strategy.

In 2007, Pepsi Co redesigned their cans for the fourteenthtime, and for the first time, included more than thirty different

backgrounds on each can. In late 2008, Pepsi overhauled their entire brand,

simultaneously introducing a new logo and a minimalist labeldesign.


8/20

Marketing Mix of Pepsi Co

Product:

The Pepsi-Cola drink contains basic ingredients

found in most other similar drinks.

The caffeine free Pepsi-Cola contains the same

ingredients but no caffeine.


9/20

Marketing Mix of Pepsi Co

Price:

Pepsi decides its price on the basis of competition.

It is very flexible and it can come down with theprice very quickly.

This risk taking attitude has also earned Pepsi

losses.


10/20

Place:

Has spread worldwide.

Doesnt go in alone and looks for partners andmergers.

Till now Pepsi has collaborated with companies

like Quaker Oats, Frito-lays, Lipton, Starbucks, etc.

It is coming up with Advertisements which can bebroadcasted in the different nations in the world.


11/20

Promotion:

Huge promotion by advertising.

Uses more celebrities in the advertisement. Almost all the celebrities are style icons, as the

target audience are the youth.


12/20

Distribution of Pepsi Co

PepsiCo's distribution system was aimed at making available

all or most of the products in its portfolio within a distance

easily reachable by consumers.

Conscious of the need to adapt its distribution systemsaccording to the needs and preferences of global customers.

Its various models of distribution include the Direct Store

Delivery (DSD), Broker Warehouse Distribution (BWD) and

Vending & Food Service (V&FS) systems.


13/20

Logistics operations of Pepsi Co

PepsiCo had put in place advanced logistics systems.

PepsiCo sold beverage concentrate to bottlers, who added

carbon dioxide, sweetener and water to make beverages and

beverage syrup. Syrup was either sold directly to the fountain accounts or was

combined with carbonated water for bottling.

Bottling companies were (with a few exceptions) owned and

operated by local companies in the countries where Pepsi Co

operated.


14/20

Competitors

Coco-Cola

Fresh juices

Water


15/20

Porters 5 force of Pepsi

Traditional Competition:

Prices of Coca Cola, local brands

Market share

Promotional actions of competitors.

Threats of new entrants:

New look-alike manufacturers.

Threats of substitutes:

Fashionable new drinks, milk drinks, coffee, beer, water,

smoothies, etc.


16/20

Porters 5 force contd..

Suppliers:

Price and availability of ingredients on worldmarket.

Quality, speed, safety, traceability, flexibility ofsupply chain.

Buyers/Consumers:

High as a result of intense competition both

among branded and unbranded products.

Combined purchase power of shops, bars,supermarkets.


17/20

SWOT analysis of Coco-Cola

Strengths:Popularity

Branding obvious and easily

recognized

A lot offinance

Customer loyalty

International trade

Weaknesses:Word ofmouth

Lackofpopularity ofmany coca

colas brands

Health issues

Not much advertising

Threats:Changing health consciousness

attitude

Legal issues

Health ministers

Competition of Pepsi

Opportunities:Many successful brands to pursue

Advertise its less popular products

Buy out competition

More brand recognition


18/20

SWOT analysis of Pepsi Co

Strengths:Large market share

Demand for Pepsi

Factory environment is attractive

Distribution channel is good

Weaknesses:Utilization of distribution channel is

low

Targets only young customers in its

advertisementsNot much considered about potential

outlets.

Threats:

Competitors activitiesFake products

Health issues

Opportunities:

Must concentrate more on ruralInterest of people in musical groups,

cultural shows etc has increased so

they can use it.


19/20

Suggestions

Use different innovative promotion strategies.

Improve one or more marketing mix elements.

Improve the distribution channels.

More penetration into the rural market.


20/20

Brand Audit Of

Documents