This is an award winning business plan by the European Union, for the Enterprise fellowship scheme. Business Plan by Syed Masrur, the Founder of the first English speaking Islamic Television Channe...
Descripción: McGRAW-HILL INTERNATIONAL EDITION
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MARKETING STRATEGY OF PEPSI SYNDICATE 8 Ardin inii Pa Param amit ith ha
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Market Segmentation Geographic !e"g !e"gra ra#h #hi$ i$ %egm %egmen enta tati ti"n "n i% di&i di&ide de% % it% it% mar' mar'et et "n the the ba%i ba%i% % "( ge"gra#hi$al unit %u$h a% regi"n%) $"untrie%) $itie% "r neighb"rh""d* A% +e 'n"+ Pe#%i i% a #r"du$t that $an be $"n%umed e&ery+here %" they didn,t really matter thi% %egmentati"n ty#e* -e$au%e Pe#%i di%tribute% thei theirr #r"d #r"du$ u$tt alm" alm"%t %t ar"u ar"und nd the the +"rl +"rld* d* They They ente enterr the the mar' mar'et et all all ar"und the +"rld ma'e% Pe#%i m"re ea%ily t" .nd e&ery+here a% they enter the ma%% mar'et* mar'et* Demographic ● /em"gra#hi$ %egmentati"n i% di&ide% it% mar'et by %e&eral &ariable% %u$h a% age) gender) in$"me) "$$u#ati"n) edu$ati"n and et$* Pe#%i u%e thi% thi% t" %egm %egmen entt the the $u%t $u%t"m "mer er ba%e ba%ed d "n the the age* age* Pe#%i e#%i +ant +ant thei theirr #r"du$t $an 'ee# the baby b""mer% and attra$ted the millennial* Age %egmentati"n ("r Pe#%i are 11 year% "ld) millennial 131 year% "ld) 2840 year% "ld) and 410 year% "ld* Psychographic ● P%y$h"gra#hi$ %egmentati"n deal% +ith %tate"(mind i%%ue% %u$h a% m"ti&e%) attitude) "#ini"n%) &alue%) li(e%tyle%) intere%t) and #er%"nality* Pe#%i e#%i di&ide di&ide% % buyer buyer int" int" dier dierent ent gr"u# gr"u# ba%ed ba%ed "n %"$ial %"$ial $la%% $la%% and li(e%tyle* -e$au%e #e"#le +h" ha&e %ame dem"gra#hi$ %egmentati"n $an ha&e dierent #%y$h" gra#hi$ally* Pe#%i,% #r"du$t i% an a"rdable #r"du$t +hi$h ("$u%ing ("r l"+er and u##er middle $la%% #r"du$t a% they $an drin' %"da ea%ily* A% Pe#%i %"da i% the (un #r"du$t that +ill attra$t #e"#le +h" ha% %"$iable and %#irited li(e%tyle t" e6#erien$e the %en%ati"n "( the Pe#%i* ●
Market Targeting argeti ng -a%ed "n %egmenting ab"&e +e target7 Men and emale +h" i% 1323 year% "ld "ld mi mille llennia nnial l (r"m (r"m the the middl iddle e $la% $la%% % %"$ %"$ial li(e i(e and and the the li(e li(e%t %tyl yle e $hara$teri%ti$% are %"$iable) %#irited) and al%" a$hie&er* Because Pepsi want to attract millennial millennial segment segment and keep the baby boomers segment. segment. Mass marketing targeting can be applied to serve all customer simultaneously, Pepsi Pepsi must must deve develo lop p mult multip iple le mark market etin ing g prog progra rams ms.. So, So, they they can can full fullll dierent customer need that would give more benet for Pepsi.
Positioning P"%iti"ning P"%iti"ning re(er% t" $reating a mental image "( the #r"du$t "ering and it% dierentiating dierentiating (eature% in the mind "( the target mar'et* A$$"rding t" !andhi re%ear$h htt#7+++*+"rldair$"*"rg:;CM<<May2014#a#er=2013*#d( htt#7+++*+"rldair$"*"rg:;CM<<May2014#a#er=2013*#d( ) ) the re%ea$h %h"+ed that >e re$"mmend P"%iti"ning P"%iti"ning ("r Pe#%i a% a drin' ("r the y"ung and the y"ung at a t heart) emb"dying being %"$iable and %#irited) (eeling (ree) and embra$ing $hange* -e$au%e a% +e 'n"+ that Pe#%i i% an ?anytime drin'%,) %"
