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FYP Presentatn

Apr 09, 2018

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Faiza Khalid
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    MARKETING MANAGEMENT

    COMPARISON OF MARKETING

    STRATEGIES OF COKE AND PEPSICO

    Group Members:

    SYED HAIDER RAZA

    ZUBAIDA KHAN

    AFFIFA-A-QADIRNAZIA REHMAN

    SANA ARSHAD

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    AGENDA

    Introduction to Beverage Industry

    History of coke and pepsi

    Segmentation of Market

    Product Mix

    Product life cycle Branding

    Positioning and promotion

    Positioning and product line

    Pricing strategy

    Distribution channel & Place

    Social responsibility marketing

    SWOT Analysis

    Conclusion

    Question & Answer

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    INTRODUCTION TO BEVERAGE

    INDUSTRYBEVERAGE

    Any type of liquid specifically prepared for human

    consumption.

    Different types of beverages are as follow:

    WATER

    ALCOHOLIC BEVERAGES

    NON-ALCOHOL BEVERAGES

    SOFT DRINKS

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    HISTORY OF COCA COLA

    Coca-Cola, started out as an insignificant one-man

    business and over the last one hundred and ten

    years has grown into one of the largest companies

    in the world.

    HISTORY OF PEPSICO

    . The drink is the invention of Caleb Bradham (left), apharmacist and drugstore owner in New Bern,North Carolina.

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    SEGMENTATION OF MARKET

    A market segment consists of a group of customerswho share a similar set of needs and wants.

    MASS MARKETING

    TARGETED MARKETING

    GEOGRAPHICAL SEGMENTATION

    REGION

    RURAL VS. URBAN MARKET

    DEMOGRAPHIC SEGMENTATION

    AGE

    GENDER

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    PRODUCT MIX

    A product is anything that can be offered to a market tosatisfy a want or need,

    PRODUCT PORTFOLIO

    The Coca-Cola Company has more than 2800 products

    in over 200 countries.

    DietCoke

    Fanta

    Kinley

    Limca

    Sprite

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    Pepsi has been bringing fun and refreshment to

    consumers for over 100 years. From its humble

    beginnings over a century ago.

    :

    Pepsi

    dietPepsi

    mountaindew

    Pepsi blue

    7up slice

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    PRODUCT LIFE CYCLE DEVELOPMENT

    INTRODUCTION

    GROWTH

    BRANDING PACKAGING LABELING

    POSITIONINGANDPROMOTIONCOKE AND PEPSI POSITIONING

    Coke had introduced in the market before the Pepsi

    Coca cola follows Push Strategy to advertise and sell their product in themarket

    Pepsi targeted the youth section and position there product as a necessity for

    youth and Pepsi advertisement

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    POSITIONING OF PRODUCT LINE

    EXTENSION (COKE AND PEPSI)Pepsi and coke have range of product in their basket, which are targeted

    to different market segment and their positioning are done in that way.

    THUMS UP (COCA COLA) & MOUNTAIN DEW (PEPSICO

    GATORADE (PEPSICO)TROPICANA &MINUTE MAID

    MIRINDA (PEPSICO)& FANTA (COCACOLA)

    RELIGION BASED POSITIONING

    INNOVATION IN ADVERTISEMENT

    METHODSPERSONALPROMOTION

    AMBUSH MARKETING

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    Price is not just a number tag. Price comes in many forms and

    performs many functions. It is one of the factors that affect the sales

    in a drastic ways. PEPSI PRICING STRATEGY IN 1936

    PRICING MIX (COCA COLA AND PEPSI)

    DISTRIBUTION CHANNEL & PlaceDistribution (or place) is one of the four elements of marketing mix.

    DISTRIBUTIONSTRATEGY

    This model has been utilizedFor soft drinks companies

    Like Pepsi and cola to reach

    rural market.

    ( DISTRIBUTIONCHANNELINRURALAREAS)

    PRICING STRATEGY

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    INNOVATION IN DISTRIBUTION SYSTEMPepsiCo launched two new distribution methods in the initial years of the

    new millennium. These were the chilled DSD system and the hybrid system.

    CHILLED DSD SYSTEMThe chilled DSD system was a relatively small distribution method,

    created for items, which required continuous refrigeration

    THE HYBRID SYSTEM

    In this system the company makes the collaboration with other company ofcomplementary good so that their distribution channel is also used for the

    sales of its product

    INTERNATIONAL DISTRIBUTION SYSTEM MANAGEMENTIn order to manage its distribution systems effectively, PepsiCo and Coca

    cola had put in place-advanced logistics systems

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    SOCIALRESPONSIBILITYMARKETING

    The effects of marketing clearly extend beyond thecompany and the customer to a society as a whole.

    The societal marketing concept holds that the

    organizations task is to determine the needs, wants

    and interests of the target markets and todeliver the desired satisfactions More effectively

    and efficiently than competitors in a way that

    preserves or enhances the consumers and

    societys long term well being

    COCA COLA SOCIAL WORK IN PAKISTAN

    In a recent example of social corporate responsibility

    coca-cola been awarded golden peacock award .

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    STRENGTHS

    There Bottling system is one of their greatest strengths. This allows them

    to the conduct business on a global scale while at the same time maintain

    a local approach

    WEAKNESSES

    Being addictive of cola drink is also a health problem, because

    drinking of carbonated soft drink daily has an effect on your body also.

    OPPORTUNITIESPepsi and Coke brand is known well throughout 94%

    of world today

    THREATSPossible substitutes that continuously put pressure on both Pepsi

    and Coke include tea, coffee, juice, milk and hot chocolate.

    SWOT ANALYSIS OF PEPSI AND COKE

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    Conclusion