Brand Management

Marketing plan of PepsiCo

Submitted to:
Prof. Siddharth Bajpai
Submitted by:
Nensi Vadi
18BSP3121
Section: B
Date: 12/01/2020

To
Mr. Siddharth Bajpai
PepsiCo India holdings Pvt Ltd
Surat

Sub: approval of marketing plan

Dear Sir,
I Nensi Vadi writing this letter to present you a summary of marketing
plan. As it has been bring to our notices that sales are decreasing in last
few couple of month in west India. In order to boost the sale marketing
plan has been made and explained in detail below.

The main objective of marketing plan is to

1. Boost the sales volume.
2. Cover untapped customer & untapped market segment.
3. Changing variety seeking buying behaviour into habitual buying
behaviour.

Aim is to adopt push strategy for food and beverages product to

customer by attracting them through following sales promotion
activities.
1. Guerrilla advertising:
Advertisement of different product likes Tropicana, Kurkure,
Lipton etc is printed in unique way on vehicles use by company to
transport product from one way to another. Advantage of these
promotional activities is it helps in engaging with customer’s
imagination. It also helps in capturing the attention to generate the
memory. It automatically become word of mouth and become viral
on internet and become talk of the town.

Note: costing is done on the basis of assumption

Cost:

vehicle No of Cost per Per vehicle Total cost

vehicle print cost
Truck ( 24 6 100 per sq 2400 14400
sq feet) feet
Tempo (8 sq 20 70 per sq 560 11200
feet) feet
Total 25600

2. Cross promotion ( Try me out)

Usually PepsiCo give combo of 3 lays pack but PepsiCo has never
try cross promotion. If PepsiCo state given one pack of Namkeen
(which they sell only in M.P & Rajasthan) along with one of its
product like one pack of aloo bhujiya with one pack of lays. As
consumption of lays is more so when customer will buy lays they
will get aloo bhujiya free and so they will try it. Advantage of this
promotion activity is customer will try those products which they
will not buy or probability will be less of buying it due to
competitor present like Haldiram Namkeen.
 Cost:

Pack Per unit cost Total cost (20000 unit)

Namkeen Pack Rs3 60000
Total 60000

3. Free stuff:
Company is using this strategy with only one product that is
Cheetos to attract children, but if PepsiCo state given free stuff like
Bowl with oats or unique design glass with Tropicana. It will help
in boosting sale and betting competition. Advantages of this
promotion activity are it will help in boosting sale and betting
competition. Free stuff giving lead to impulse purchasing and
consumer propend buying other product in order to buy product
with which free stuff is given.

Cost:

Free stuff Per unit cost Total cost (30000 unit)

Glass Rs 4 120000
Bowl Rs 5 150000
Total 270000

Hope for the positive respond and request you to allot appropriate
amount of money to each sale promotion activities.

Your sincerely,
Nensi Vadi