STP Coke Nd Pepsi

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Segmentation,Targeting,positioning Group no:- 4Guided by:- Prof. Himanshu Dubey

INTRODUCTIONPepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898.

INTRODUCTION Introduced in May, 1886 by Dr. John S. Pemberton in Atlanta, Georgia. Returned to India with Thums up in 1993. Owns brands like Coca Cola, Thums up, Fanta, Sprite, Kinley, etc

Strong Distribution Network > 10-tonne trucks & open bay three-wheelers to reach remote areas. Enormous Job Opportunities

DemographicBasis AGE GENDER FAMILY SIZE FAMILY LIFE CYCLE Pepsi 18-29 Male,Female 1-2, 3-4,5+ Married, Unmarried Coca-Cola 14-64 Male,Female 1-2,3-4,5-6+ Married, Unmarried

PsychographicBasis SOCIAL CLASS LIFESTYLE Pepsi Middle,Upper Actualizes, Fulfilled, Believers, Achievers, Strgglers Coca-cola Middle,Upper Strivers. Experiences Makers. Achievers.

BehaviouralBASIS Occasions Benefits User status Loyalty status Readiness stage Pepsi Parties,sports Quality Taste First time User Strong Aware,Interested Coca-cola Regular Occassions Brand Image First time User Committed in heart and mind. Advertising conscious

Pepsi BY TERRITORY -Eastern Region -Central Region

Coca-colaBY TERRITORY - Central Region - Northern Region - Eastern Region

Youth Generation

Youth Generation. Co-Target MarketOld People

Niche MarketingDeclining Sales of carbonated drinks and producing specific products. e.g:- Code Red, Pepsi Blue .

Pepsi:- The Next Generation Healthy Snacking Alternatives Non Carbonated For Those Who Think Young

Coca-cola:Leadership:-A courage to shape a better future Collaboration:- Leverage collective genius Integrity:Be Real Accountability:-If it is to be, it's up to me Passion:Committed in Heart & Mind Diversity:As a inclusive as our brand Quality:What we do, we do well

SWOT ANALYSISPepsi:Strengths Company Image Quality Conscious Good Relation Franchise Market Share Large No. of diversity businesses Sponsorships with Weaknesses Decline in taste Political Franchises Short term Approach Weak Distribution Financial Downfall

CONT.Opportunities Increase Population Changing Social Trend Diversification Distribution Foods of Snack

Threats Government Regulation Non-Carbonated and other Competitors Substitutes Corporations Problem Shortage

Threat of Labor Strikes

SWOT ANALYSISSTRENGTHS Brand Image Distribution Network Bottling Division Advertising Campaigns

WEAKNESSES Attrition Rate Loss Making Unit Health Hazards

OPPORTUNITIES Focus on Carbonated drinks Venture into Traditional Beverages

THREATS Pesticide Controversy High Bargaining power of buyers

Market share


21%Pepsi Coca-cola others


The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of PEPSI and coke efficiently and present them in such a manner so that it can motivate the consumer and generate a thirst in consumer to consummate it.