Pepsi Company History, Re-Launch, Selling Proposition - 5500 Words

Pepsi Company: Brand History and Re-Launch, Unique Selling Proposition (Coursework Sample) Content: MARKETING PLAN GROUP # 6 Instuctor: Zainab Asad Table of Contents 1-INTRODUCTION.. 6 1.1. Company history. 6 1.2. Brand History Re-launch. 6 1.3. Rationale behind choosing this idea. 7 1.4. Value Proposition. 7 1.5. Unique Selling Proposition (USP). 7 2-STRATEGIC PLANNING AND MARKETING.. 8 2.1. Marketing Organizational Chart. 8 Financial Resource: 8 Human Resource: 8 Physical Resource: 8 Intangible Resource: 9 2.2 Objectives. 9 2.3.1 Mission Statement Vision Statement. 9 2.3.2. Corporate Objectives. 9 2.3.3. Marketing Objectives. 9 2.4. Corporate Culture. 9 2.5. Business Portfolio. 10 3- MARKETING RESEARCH.. 10 3.1. Research Methodology: 10 3.2. Primary Data Collection: 11 3.3. Secondary Data Collection: 11 3.4. Research Results: 11 4- CURRENT MARKETING SITUATION-MARKET ANALYSIS. 11 4.1. Industry/Market Trend. 11 4.2. Market Size. 11 4.3. Market Segmentation. 12 4.4. Target Market. 12 4.5. Target Market Segmentation. 12 4.6. Target Market Selection. 12 4.7. Competition and Market Share. 12 4.8. Competitors Strengths and Weaknesses. 13 RED BULL: 13 5- CONSUMER ANALYSIS: 13 5.1. Nature of involvement. 13 5.2. Nature of the buying decision. 13 6- SWOT ANALYSIS: 13 6.1. External Threats. 13 1-Government Regulation. 13 2- Corporations shortage problem.. 14 3- Non-carbonated substitutes. 14 4- Political instability. 14 5- Threat of labor strikes. 14 6.2. External Opportunities. 14 1- Increase Population. 14 2- Changing social trend. 14 3- Diversification. 14 4- Distribution of snack foods. 14 6.3. Internal Strength. 14 6.4. Internal Weaknesses. 15 6.5. Critical success factors in the industry. 15 6.6. Your sustainable competitive advantage. 15 7- THE MARKETING STRATEGY PRODUCT. 16 7.1. Product Name. 16 7.2. 5 Levels of Product. 16 7.3. Re-Branding. 16 7.3.1 Brand Name. 16 7.3.2 Brand Mark (LOGO). 16 7.3.3 Tag Line. 17 7.3.4 Brand Image. 17 7.3.5. Trade Name. 17 7.4. Packaging. 17 7.5. Labeling. 18 7.6. Positioning. 18 7.6.1. Creating POPs and PODs. 18 7.6.2 Positioning Statement. 18 7.7. Product Life Cycle Stage. 18 8- MARKETING STRATEGY PRICE. 19 8.1. Prices in the market (Competitor). 19 8.2. Pricing Objectives. 19 8.3. Pricing Method. 19 8.4. Pricing Strategy. 19 8.5. Discounts and Allowances. 19 9. MARKETING STRATEGY PROMOTION: 20 9.1 PROMOTIONAL GOALS. 20 9.2 PROMOTIONAL MIX. 20 9.3 ADVERTISING REACH, FREQUENCY, THEME AND MEDIA.. 20 9.3.1 PRINT-AD TEASER, PRINT AD, TELEVISION COMMERCIAL. 20 9.4 SALE PROMOTION.. 21 9.5 PUBLICITY AND PUBLIC RELATION.. 21 9.6 ELECTRONIC PROMOTION.. 21 9.7 WORD OF MOUTH MARKETING.. 21 10. MARKETING STRATEGY. 21 10.1. GEOGRAPHICAL COVERAGE. 21 10.2. DISTRIBUTION CHANNELS. 21 10.3. PHYSICAL DISTRIBUTION AND LOGISTICS. 22 10.4. ELECTRONIC DISTRIBUTION: 22 11. Action Program: 23 11.1. Action Program ( Month-Wise ). 23 JUNE-JULY. 23 AUGUST. 23 SEPTEMBER-OCTOBER. 23 NOVEMBER-DECEMBER. 23 12. BUDGETS: 23 12.1. ASSUMPTIONS. 23 12.2. FINANCIALS. 23 12.2.1. COSTING.. 24 12.2.2. BREAKEVEN ANALYSIS. 24 12.3. MARKETING PROMOTION.. 25 13. CONTROLS: 25 13.1. Monitoring Results Bench Marks. 25 13.2. CONTIGENCIES. 25 14. REFERENCES: 25 14.1 WEBSITE VISTED.. 25 14.2 PERSONNEL CONSULTED.. 25 16 APPENDIX: 26 16.1 PICTURES and SPECIFICATION of NEW BRAND.. 26 16.2 QUESTIONNAIRE. 26 1-INTRODUCTION 1.1. Company history Pepsi(stylized in lowercase asPepsi, formerly stylized in uppercase asPEPSI) is acarbonatedsoft drinkthat is produced and manufactured byPepsiCo. Created and developed in 1893 and introduced asBrad's Drink, it was renamed asPepsi-Colaon August 28, 1898, then to Pepsi in 1961. Pepsi was first introduced as "Brad's Drink"inNew Bern, North Carolina,United States, in 1893 byCaleb Bradham, who made it at his drugstore where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzymepepsinandkola nutsused in the recipe.Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons ofsyrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneerBarney Oldfieldwas the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of theGreat Depression, the Pepsi-Cola Company entered bankruptcy in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result ofWorld War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful, and soon Pepsi's assets were purchased byCharles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replaceCoca-Colaat his stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, The Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and it declined on each occasion. 1.2. Brand History Re-launch Sting energy Drink was launched in Pakistan in 2010 with an extreme marketing strategy just like the brand itself. It offers the ultimate kick and energy to keep one charged up for all activities whether it be studying or having fun and that too while delivering on great taste! Sting energy drink comes in two different flavors, Berry Blast and Gold Rush, both being equally exhilarating. If you want to invigorate and replenish your energy levels to take control of your and become unstoppable, Sting is what you need! After the launch of sting in Pakistan, PepsiCo started a widespread campaign, which included road advertising and TV commercials. Starting from Karachi, the Hummer (advertising vehicle) travels Through different areas and offers free Sting energy drink to people on the roads. The TV commercial was shot in Malaysia in which a person is shown generating electricity and charging a car battery after drinking the Sting energy drink. It airs on all Pakistani TV channels. 1.3. Rationale behind choosing this idea We choose this idea because we think sting was not a recognized energy drink because we think Pepsi co didnt focus well on sting. Consumers mostly like soft drinks so we want to change the trend and want to bring sting as a regular drink. Instead of soft drink sting will energize the body and mind to get maximum output/result. 1.4. Value Proposition Our main focus is to create value by providing energy to customers which will enhance their performance at every level. As compared to other energy drinks our price will be economical. It will be available everywhere from local shops to marts. 1.5. Unique Selling Proposition (USP) We are bringing Sting Energy Drink first time in Cans with a new flavor in Pakistan with new design and packaging along with mass distribution. We will advertise it as a proper energy drink to create a positive sign in the mind of consumers. Our price will be economical as compared to other energy drinks available in the market. 2-STRATEGIC PLANNING AND MARKETING