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PepsiCo Incorporated Adriane Payn Aimee Renfro Clinton Eastman Scott Blankenship PepsiCo Inc.

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pepsico incorporated

PepsiCo Incorporated

Adriane Payn Aimee Renfro Clinton Eastman Scott Blankenship

pepsico inc
PepsiCo Inc.
  • Mission:“to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity”

www.pepsico.com

slide3

PepsiCoInc.

Marketing Concept

Customer

Orientation

slide4

PepsiCo Inc.

Marketing Concept

Customer

Orientation

Organization’s

Performance Objectives

slide5

PepsiCo Inc.

Marketing Concept

Customer

Orientation

Coordinated Market Activities

Organization’s

Performance Objectives

slide6

PepsiCo Inc.

Marketing Concept

Customer

Orientation

Coordinated Market Activities

Consumer Satisfaction

Organization’s

Performance Objectives

slide7

PepsiCo Inc.

Marketing Concept

Customer

Orientation

Coordinated Market Activities

Consumer Satisfaction

Organizational Success

Organization’s

Performance Objectives

slide8

PepsiCo Inc.

Economic

Conditions

Competition

Demo-

graphics

Company’s

Marketing

Program

Social

And

Cultural

Forces

Technology

Political

And legal

Forces

gatorade

Gatorade

is it in you?

market
Market
  • Non Alcoholic Beverages
    • Soft Drinks
      • Sports Drinks

Beverage Industry - 2006 State of the Industry

market11
Market

Beverage Industry - 2006 State of the Industry

competition
Competition
  • Monopolistic Competition
  • Main Competitors
    • Coca Cola (PowerAde) – 13.2% market share
    • Cadbury Schweppes – less than 2%
    • Smaller brands
  • Strength of PowerAde
    • New Ads with Lebron James
    • Partnership with DC Comics
  • Weaknesses of PowerAde
    • Entered Market too late
    • Can’t sway Gatorade’s loyal Customers
    • NHL recently changed to Gatorade
the science of sweat
The Science of Sweat
  • Target Markets
    • Athletes
      • 2 types
    • Casually Active Individuals
      • Those who participate in a range of activities and want something to help them
    • Casual Drinkers
      • Those who want something other than water or soda
target market
Target Market
  • Aspiring young athletes
    • Younger audience interested in sports looking to be like their favorite professional athletes.
    • Uses for image and perceived benefit
      • Doesn’t necessarily use product

for its added physical benefits

        • (if I drink it I will be more like them)
      • Uses product outside of the

sports field

target market15
Target Market
  • Serious Athlete
    • Looking for a real and scientifically proven competitive edge
    • Sole worry is benefits added in performance
    • Taste isn’t as important
target market16
Target Market
  • Casual physically active people
    • People of all ages that enjoy staying physically active
    • People looking for a good tasting way to rehydrate themselves
    • Not looking for a competitive edge
market segmentation
Market Segmentation
  • Aspiring young athletes
    • Age
      • Pre-competitive youth
    • Lifestyle
      • Active in a variety of sports both physically and/or socially
  • Casual physically active people
    • Age
      • High school and older
    • Lifestyle
      • Active in non-competitive athletics of all types
    • Benefits Desired
      • Rehydration and taste
  • Serious Athlete
    • Benefits Desired
      • Looking for a real and scientifically proven competitive edge
market segmentation scheme
Market Segmentation Scheme
  • Multiple single segmentations
    • Many different ads geared at a specific segment.
      • Big head commercial for younger athletes

http://www.youtube.com/watch?v=POxjF8iyV3w

      • It commercials for the serious athlete
      • Endurance commercials for casual thirsty consumer
market segmentation scheme19
Market Segmentation Scheme
  • Multiple segmentation
    • Commercials portray characteristics of all segments
      • Colored sweat commercials
        • Casual and Youth
      • Sport affiliated

commercials

        • Youth and Serious
    • Website caters to

all segments

product positioning
Product Positioning
  • Ultimate thirst quencher
  • Category founder with proven scientific advantage
  • Drink that gives physical and mental competitive edge
    • If you want to

perform like the best,

you must drink what

the best drink

perceptual map
Perceptual Map

Popular Taste

Powerade

Gatorade

Highly Studied

Unresearched

Accelerade

Cytomax

Ultima

Acquired Taste

facts on consumer behavior
FACTS ON CONSUMER BEHAVIOR
  • The majority of the target market for Gatorade contains those with active lifestyles
  • The age range of use is growing with several factors that are leading to prolonged active lifestyles in the later generations
  • Greatest market is younger generation of athletes
  • Gatorade is most commonly bought in bulk in order to induce lower cost for consumer
  • Holds 85% of market for sports drinks
  • Has been the consistent leader in the market through out its 40 year history
reasons for purchase
REASONS FOR PURCHASE
  • Gatorade has a huge association with professional role models
  • Psychological slogan “#1 thirst quencher”
  • Gatorade sponsors many professional and amateur events and athlete teams in order to increase exposure and credibility
reasons for purchase25
REASONS FOR PURCHASE
  • The popular Gatorade cooler has made a name for itself…”the Gatorade Dunk”
  • Gatorade is sold in a variety of settings which makes it very accessible for those who seek the product, and allows for high volumes of impulse buys
market research
MARKET RESEARCH
  • Primary Data-Gathering:

-Surveys: conduct a survey with the intent on finding out who the younger generation idolizes in each of the “big 4” sports

-Experimental method: sponsor an event, have booths set up for free Gatorade…have multiple product design to see which design is more accepted by the consumers