S

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

INTRODUCTION
Pepsi 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

Segmentation
Demographic
Basis

Pepsi

AGE

Coca-Cola

18-29

14-64

Male,Female

Male,Female

FAMILY SIZE

1-2, 3-4,5+

1-2,3-4,5-6+

FAMILY LIFE CYCLE

Married,
Unmarried

GENDER

Married,
Unmarried

Psychographic
Basis
SOCIAL CLASS
LIFESTYLE

Pepsi

Coca-cola

Middle,Upper

Middle,Upper

Actualizes,
Fulfilled,
Believers,
Achievers,
Strgglers

Strivers.
Experiences
Makers.
Achievers.

Behavioural
BASIS

Pepsi

Coca-cola

Occasions

Parties,sports

Regular Occassions

Benefits

Quality Taste

Brand Image

User status

First time User

First time User

Loyalty status

Strong

Committed in heart and

mind.

Readiness stage

Aware,Interested

Advertising conscious

Targeting
Pepsi
BY TERRITORY
-Eastern Region
-Central Region

Youth Generation

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

Coca-cola

BY TERRITORY
- Central Region
- Northern Region
- Eastern Region

Youth Generation.
Co-Target MarketOld People

Positioning
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 ANALYSIS
Pepsi:Weaknesses

Strengths

Company Image

Decline in taste

Quality Conscious

Political Franchises

Good Relation
Franchise

with

Market Share

Large No. of diversity

businesses

Sponsorships

Short term Approach

Weak Distribution
Financial Downfall

CONT.
Threats

Opportunities

Increase Population

Government Regulation

Changing Social Trend

Diversification

Non-Carbonated and other

Competitors Substitutes

Distribution
Foods

of

Snack

Corporations
Problem

Shortage

Threat of Labor Strikes

SWOT ANALYSIS
STRENGTHS

WEAKNESSES

Brand Image
Distribution Network
Bottling Division
Advertising Campaigns

Attrition Rate
Loss Making Unit
Health Hazards

OPPORTUNITIES

THREATS

Focus on Carbonated drinks

Pesticide Controversy
High Bargaining power of
buyers

Venture into Traditional

Beverages

Market share

32%

21%
Pepsi
Coca-cola
others

47%

Conclusion
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.

Questions welcomed?

Thank You.