A lot of this now goes into digital marketing and advertising. This entry method entails a contractual arrangement where one company makes a legally protected asset, such as a brand name, available to another company in exchange for payments such as royalties or license fees. While the brand is quite popular and sells in more than 200 countries, it is facing intense competition from Coca Cola. Abstract: In 2015, it announced a new marketing partnership with National Basketball Association. Advertising is a general method used by many companies and organizations all over the world. On Instagram, it has more than a million followers. The brand also uses consumer research for the purpose of designing marketing strategies that help it grow its reach and effectiveness. The company's brands include Pepsi, Mountain Dew, Gatorade, Tropicana Pure Premium and Aquafina. In this way, it uses a large mix of traditional and innovative channels for the promotion of its brands and products. In the UK, its Tropicana brand is … Apart from that, a large sum is also spent on television advertising and other traditional methods of advertising. The differential strategy entails producing products which are different from those of the competitors. because PepsiCo is able to, Research paper Pepsi is using IoT capabilities to know when plant equipment will need maintenance as well as how to reduce energy consumption [1]. However, apart from these things, it has continued to diversify its product portfolio bringing new, healthier and more nutritious choices for its customers. Identifying opportunities to grow, transform and broaden its product portfolio. External factors are outside the direct firm's control but have significant influence on a firm and an industry in whole. The brand is also  innovating its supply chain to reduce production costs and working to keep its environmental impact minimized. Pepsi owned Gatorade already had a partnership with NBA. This element of the marketing mix covers the marketing communications strategies and tactics that the company uses to reach its customers. Reformulating existing products to improve their quality and appeal. Its income from food products has kept growing and in 2017 the brand earned 53% of its revenue from food products and only 47% from the beverages products. However, both provide same count of calories. Apart from these promotional campaigns, the brand has also relied heavily on sponsorships and partnerships to grow brand awareness as well as for building customer loyalty. The brand added several health friendly and nutritious products to its customers. The lack of China’s enforcement of intellectual property rights, such as Pepsi’s brand name, is a huge concern with this method. The new partnership will promote its Mountain Dew through signage and other branding efforts during the NBA events. The company was first established in the 1890s in the state of Delaware and has since expanded over the years to become a multinational corpor… In 2015, 2016 and 2017, Pepsi invested $754, $760 and $737 millions in Research and development [1]. Attractive packages can also drive sales higher and it is why Pepsi has continued to innovate the packaging style and sizes based on consumer demand and expectations. PepsiCo Inc is among such corporations that apply several global strategies to increase its value in the international market, and to expand its market share. Video campaigns can be run through YouTube as well as Facebook and Twitter. PAF is PepsiCo's food and snack business in North and South America. Pepsico has traditionally relied heavily on marketing for driving sales and market growth. Apart from photos and videos of products and campaigns, it also uses Twitter to share picture and video advertisements on Twitter. Pepsi has used this partnership to promote its Gatorade sports drink on the field [3]. Its customers are from all income segments including lower middle class to upper class. PepsiCo is the second biggest player in the global food and beverage industry. replenishment of 2.7 billion litres of water locally in high risk watersheds. PepsiCo is a company with 280 different brands under one umbrella. The relationship between Pepsi and Sports is old. The goodwill gained from the campaign can be measured on one hand with a negligible effect not only on sales but arguably in pop culture significance. The following are the tactics in PepsiCo’s promotional mix, arranged according to significance: 1. In this regard, on the one hand, it has worked to make its product choices more suitable for the demands of the new generation which is more health conscious. YouTube is the most attractive social media platform for sharing videos and several of its videos have been watched more than 4 million times which shows how YouTube can expand a brand’s reach without any major investment [4]. Any form of damage to reputation or brand image due to any reason or loss of consumer confidence can cause a fall in demand for Pepsi’s products. Recently CEO Indra K. Nooyi said that China “represents our single biggest opportunity today outside the U.S.” (Einhorn & Balfour, 2009 September 28). It has more than 8,00,000 followers on the video sharing social media channel. Segmentation is the important strategy which helps the brand in targeting the specific group of customers with differentiated offerings.Pepsi is the mass market product which uses undifferentiated targeting strategies in order to be competitive and increase its sales.In the non-alcoholic beverag… However, its commitment to health and excellence has served the brand well in 2017, when it again delivered strong operating performance. Pepsi spent 2.4 billion dollars solely on advertising [1]. Nearly a decade owed the firm, Merarge sold it to Charles Guth, who reconstructed the, known rival is the Pepsi. Digitalization has helped Pepsi respond faster and better to the customer demand. Those organizations or companies use advertising in order to increase selling of the company goods as well as services. ‘Sports marketing’ is a key part of the brand’s marketing strategy. Just like Facebook, videos of promotional events are also shared on Twitter which helps it reach its millions of followers. The design team of Pepsi focuses on creating meaningful experiences for the customers and consumers during major global events like Super Bowl LI to Milan Design Week to the UEFA Champions League Final. The firm was found in 1893 by Mr. Braham and he renamed the company by Pepsi Cola in 1903. One can easily judge the popularity of the brand by its number of fans. Its reward winning design team has continued to innovate with package design. Table 1: Financial Performance of the PepsiCo. Twitter is also a very important stop for the soda beverages brand where Pepsi has several different accounts for the different countries like Pepsi India and Pepsi Cambodia. Apart from Facebook and Twitter, Pepsi also uses its YouTube account to promote its brand and products through attractive videos. When billions of people’s lives change drastically, it’s our job … External Factors STANDARDISATION VESUS LOCALISATION IN GLOBAL ADVERTISING CAMPAIGN It expanded its selection of low and zero calorie beverages as well as Aqua Minerale water + juice along with new flavours of Kevita Master Brew Kambocha. 21st century is marked by intense competition and in this era you cannot do without continuously experimenting and innovating. Ho… Pepsi has continued to invest in product quality and packaging to stay the customers’ first choice. PepsiCo Global Company Strategy Retail & Consumer ... while providing marketing, promotional and sales support. In the coming years, the brand may increase its focus on digitization which is going to be the primary differentiator for Pepsi. Since a very large number of customers are now found online and can be reached through social media and other digital channels, digital marketing has become the central focus of Pepsi in terms of marketing. Thi Thu Ha Nguyen- N9059393 May 29, 2011 8 Jan 2019 2:25 pm News Uncategorized To cut  down on fuel emissions and fuel costs Pepsi placed one of the largest orders for Tesla’s new electric semi trucks for its distribution network. PepsiCo, a multinational company with over 250,000 employees as of 2014, produced 13,000 bottles of a limited edition Pepsi Perfect for fans of the Back to the Future Trilogy. company that carries out global and domestic marketing has some external factors that eventually will affect the country's operation. They are looking for healthier products and product innovation helps churn demand. PepsiCo entered the China market more than 30 years ago, and has turned from a newcomer to a major player in the country's consumer market. Some of the external factors can be controlled while a large portion of them can not be controlled yet they can be managed and are under the influence of the company. External factors include demographic, economic, political, sociocultural, technological, and global trends. Product quality and packaging are very important elements of Pepsi’s marketing strategy where it has continued to innovate whether in terms of product quality, variety as well as packaging. Regularly updating the package design also helps retain customers and attract new ones. The Best Marketing is a Great Product – David Novak, the now-retired Yum brands CEO who has been labeled the ‘inventor’ of Crystal Pepsi, claims that it flopped not because it wasn’t a great idea but because the taste wasn’t right. He graduated with a Hons. In 2017, its marketing budget was 4.1 billion dollars and that of Coca Cola was 3.9 Billion dollars. Several publicity stunts were launched to support the strategy. Pepsi has continued to innovate its marketing and business growth strategy over time so as to retain its popularity and increase demand. Pepsi is one of the leading brands in the soda industry. contact: support@notesmatic.com, admin@notesmatic.com, Acquainted With the Night – Summary and Analysis, Easy Ways Businesses Can Incorporate Sustainability, 5 Biggest Challenges of Running a Tech Company. Before moving on to the details of Pepsico’s marketing strategy, take a look upon how it has positioned its brand and products in the market. This mix of e-commerce, digitization and data analytics has enabled Pepsi to improve the consumer experience which can be the driver of business growth in the long and the short term. Pepsi is a global brand. PepsiCo has a distinct place in the food and beverage industry. The advantage here is that the licensing firm can specialize in product design and marketing, so as long as it is within Pepsi’s guidelines, the firm would have freedom within limits to adapt the product design and marketing to suit local tastes. This 23-year sub-brand odyssey contains a number of interesting marketing and brand strategy lessons and I’ve taken my stab at them below. A firms generic strategy (based on Porters model) defines the basic strategy used to maintain competitive advantage. On the other hand, it has also made the brands more conscious regarding product quality and customer service because any comment or news shared on social media reaches millions in a few seconds. The campaign that featured young athletes underscored that Gatorade was made to fuel young athletes and their passion [1]. Moreover, consumers’ tastes and expectations have kept changing which also require change in business strategy for remaining competitive and for continuous growth. Effectiveness of Pepsi’s digital campaigns is also an important determinant of its sales and profits. For example, in 2015 Lay’s collaborated with renowned artist Malika Favre to develop iconic illustrations for special edition packaging, promotions and activations as part of the brand’s global summer campaign. It has 20 billion dollar brands in its portfolio. However, this investment excludes the cost of consumer research. It has already won several rewards for its excellence in e-commerce. Facebook to Twitter and YouTube and even Instagram, all of these are the most favourite stops of the leading brands. In the food category, the brand introduced Three Minutos which is an affordable whole grain oat based food product meant to deliver daily nutrition to the Latin American consumers. This “challenge” continued into the 1980s and has been coined the “Cola Wars” (Zmuda, 2011). Pepsico is one of the two leading soda beverages brands in the industry. Marketing Plans At Pepsico ( N.d ) 1182 Words | 5 Pages. Its other campaigns on social media have also been liked by people. Pepsi’s main Twitter account has more than 3.1 million followers. Provided 11 million people with safe water access since 2006. People differentiate them by their packaging and their taste. Pepsi’s Product Strategy. Perhaps, they are even ahead of Pepsi companies in both statistically and efficiently. The strategy is that the result of securing many local market share would be a considerable chunk of the market share of the country as a whole. Advertising 2. Zmuda (2011) states that in 2011 Pepsi lost the “Cola Wars” when Diet Coke took the number two spot from Pepsi. Pepsi is continuously working to make its value proposition more attractive. Behind its excellent marketing strategy, there is a diverse and rich product portfolio filled with a large variety of flavours and nutritious and tasty choices. Second, forming strategic alliances in the global scale. The results from investment in Digital innovation were obvious in 2017, when it delivered organic revenue growth of 2.3%. The soda giant invests billions in advertising and promotion. Marketing is not complete in the 21st century without social media. Since the rise of social media, brands are connecting with their customers in real time with promotional campaigns. This is a special licensing arrangement where a company provides technical specifications to a subcontractor or local manufacturer and the subcontractor oversees the production. Social Media Marketing Strategy of Pepsi. Value chain automation as well as internet enabled services, big data and social media are all affecting how Pepsi connects with its consumers and finds business growth. According to Pepsi’s annual report, though, they increased their global marketing and advertising budget by more than 12% for 2019. This partnership will also allow for the promotion of Pepsi products through the WNBA, NBA Development League and USA Basketball [2]. However, the world of marketing has changed a lot with the rise of the digital technology. It does not just increase its reach but has helped maintain a large and loyal customer base globally. PepsiCo used extensive advertising and promotional activities to build customer awareness. The brand is also investing heavily in technology for superior growth and for marketing. Investing in capabilities that support global e-commerce and sustainability efforts [. The company deals in manufacturing, marketing, as well as, distribution of beverages and grain-based snack foods among other products. Both Coke and Pepsi are the popular soft drinks having almost the same ingredients. Firstly, the background of Pepsi Company and their products will be summarized. Some of its digital campaigns have enjoyed immense popularity like the ‘Bring Home Happiness’ campaign containing a 20 minutes long video [1]. The current marketing strategy adopted by PepsiCo Inc. is definitely one that caters to its global standing. Pepsi has been known for creating exciting marketing campaigns. One of its campaigns in Greater China garnered more than a billion views. Developing or making improvements to package design and portion sizes. It sold more than 40,000 Hello Goodness vending machines, coolers and racks across US. Pepsi also utilised retail and food service partnerships for competitive advantage. It shares a very large number of pictures for promotions, many of which are same as its advertisements. Marketing Plans At Pepsico ( N.d ) 1182 Words | 5 Pages. Pepsi has entered similar partnerships in cricket too for the promotion of its brand and products. The company has a large product portfolio that includes 22 Billion dollar brands that earn more than a billion an year in revenue. Global Market Entry Strategy Global Market Entry Strategy PEPSICO, INC. PEPSICO, INC. Pepsi Pepsi Market Entry Strategy PepsiCo, Inc. is currently operating in China. Associates completed 1 million hours of training in 2017. With time, people’s taste and choice of flavours has changed a lot. Continuous product and process innovation helps at reducing costs as well as improving product quality and catering to customer demand better. Both are black carbonated drinks. Consumers want more healthy and nutritious beverages that suit their health. The results of 2017 built on the investment the brand had made in all these areas during the previous five years. [. The company utilizes its status as well as its ability to effective marketing and global reach to establish competency in creating its brand. In 2017, its marketing budget was 4.1 billion dollars and that of Coca Cola was 3.9 Billion dollars. Pepsi has used more branding techniques than Coke as they keep on changing the style of their logo and slogans. The brand is engaged in a very wide variety of research and development activities globally with the purpose of matching consumer demand as well as finding sustainable growth. Notably, Coca Cola 's products are not unique, but there brand and reputation put them on a higher niche in the market. Most of the video campaigns run by Pepsi have become so successful because it could leverage the power of social media channels. It is not only about the social media campaigns but it also promotes its TV ads and other promotional events on Facebook. Source: Self-generated from Yahoo finance (2013). Like Facebook, Pepsi also promotes its brand and products through Twitter. Abhijeet has been blogging on educational topics and business research since 2016. Popularity of these digital campaigns affects its level of sales and profits directly. Development of products with better nutrition profiles that reduce added sugars, sodium or saturated fat using sweetener alternatives or flavour modifiers. PepsiCos generic competitive strategy is based on the need to address market pressure coming from its biggest rivals, including the Coca-Cola Company. These posts are liked and shared by its followers. Pepsi-Cola, diet Pepsi, Pepsi max, mountain dew and so forth. PepsiCo could set up specific specifications for its soft drink formula and then turn over the production to a local company in China. Global strategies of Pepsi. It has divided its products into three categories based on the level of nutrition called Fun for You, Good for You and Better for You. It is already using big data to understand customer demand and consumption patterns based on which it can serve better products as well as marketing campaigns. According to Chad and Gabriel (2003), “Coke, Marketing plans at PepsiCo Its customers include the teenagers and youth with a modern and fast moving lifestyle. Apart from them, the brand also invests in reformulation of the existing products and flavors to suit the customers’ choice. Coca-Cola makes extensive use of licensing. [2] Nevertheless, Roy C. Megarge purchased the company and re-organized the organization as Pepsi was named. It is greater to standardise an advertisement’s visual elements or delivers a, (herein referred to as “Coke”) and Pepsi have both been in business since the late 1800s selling their respective brands of carbonated beverages (Zmuda, 2011). The brand has invested in digital technology down the supply chain to find greater agility and efficiency which has led to higher productivity. However, Pepsi and Coca Cola are engaged in a very tight battle and both are quite aggressive about their marketing and business growth strategies. Its Pepsi zero sugar or Pepsi max also continued to gain throughout the world. PepsiCo (n.d.) is a global food and beverage leader with a diverse product portfolio that includes 22 brands that each generates over $1 billion in revenue (“Global Brands”, n.d.). However, the content is not the same across all the Twitter accounts since the accounts differ from country to country. Both Coca Cola and Pepsi have maintained an impressive social media presence that works to drive user engagement high and create higher level of customer loyalty. While it is still debatable how, to differentiation method, which is one of Porter 's generic strategies that the company adopted to gain competitive advantage. PepsiCo has adopted effective growth strategies in the context of global food and beverages industry. Big Data is also helping understand and cater to customer demand for food products in North America. Global Market Entry Strategy In Summary. However, it also has separate accounts for separate products. However, the brand is investing in international markets too for faster growth.   For example, PepsiCo used highly creative marketing method and develop catchy slogan to differentiate themselves with their competitors. As a result of an aggressive pursuit of this strategy, today PepsiCo portfolio comprises 22 brands and each of these brands have generated at least one billion USD in retail sales in 2015. PepsiCo adopted the strategy of offering its products affordable prices to the customers. This paper will look at the domestic and global environmental which impact, the Coke Company, they are not any behind in the competition against their rival, Pepsi Company. The Great Depression in 1929 had caused Pepsi the difficult of its business, big loss in earnings, and it filed the bankruptcy protection in 1931. It has set ambitious plans for the future which it has named Agenda 2025 [1]. Pepsico “has outgrown Coca-Cola in terms of revenue over the last five years” (Cardenal, 2013, n.p.) It is because a very large segment of the world  population has grown highly health conscious. As a marketing team, our mission is to build intimate, direct relationships with billions of people and to bring our brands to life through those interactions. PEPSICO, INC. Public relationsAdvertising is PepsiCo’s primary tactic for marketing communications. The brand continued to perform well even during the economic recession. While PepsiCo is second only to Coca-Cola in the production of CSD beverages, PepsiCo is the number one producer of snack foods in the world (Hoovers, Inc., n.d). Higher level of digitalization in North America led to higher RoI on advertising and marketing. Its other remarkable promotional strategies are using emojis, pranks, and publicity stunts with AR, promoting advocacies with VR, etc. Recently PepsiCo is stepping up its investments and interests in the emerging market of China. It leveraged the power of social media to run the campaign. Pepsico has traditionally relied heavily on marketing for driving sales and market growth. Pepsi is bit fruity and sweaty in taste compared to Coke that contains more cola flavor. Student author Marketing is one of the primary drivers of business growth for Pepsi. Apart from them, the brand introduced Tropicana Probiotics [1]. Marketing plans at PepsiCo PepsiCo (n.d.) is a global food and beverage leader with a diverse product portfolio that includes 22 brands that each generates over $1 billion in revenue (“Global Brands”, n.d.). Through this partnership, it has continued to promote some of its biggest global brands including Lays, Gatorade and Pepsi across more than 100 markets [2]. Sales & Marketing case solution based on HBR framework The customers of Pepsi are mainly from the 13 to 35 age group. Standardised advertising seeks to maintain a consistent product image with a uniform message, and capitalises on the scale economy by adopting the same advertising message across markets. The organisation has been able to improve the effectiveness of its business activities through adopting effective cost-leadership strategy. The brand made similar innovations to its products in the food segment as well. Growing e-commerce in US and China was one of the primary factors driving business growth in 2017 in these markets. Offering more products with higher nutritional value whole grains, fruits and vegetables, dairy, protein and hydration. In terms of packaging too the brand is focusing on developing sustainable packaging material. The company offers a diverse array of products. Developing new products and ingredients as well as flavours and products. Soda industry is marked by intense competition and the beverages brands are spending heavily on marketing as well as product innovation in order to achieve faster growth. Apart from promoting its brands separately, Pepsi also uses digital marketing for creating higher loyalty and higher customer engagement. Like Coca Cola it too spends heavily on marketing and promotion. Talking about statistics, they are certainly the number one brand leaving Pepsi in number two. Apart from developing new ingredients, flavors and products, the brand has continued to invest in reformulation to improve the quality of existing products. Mountain Dew has more than 8.5 million followers and Pepsi Max also more than 1 million [4]. Provided 260 million servings of nutritious foods and beverages to the underserved communities and customers. It teamed up with leading universities as well as governments and innovators in 2017 to develop biodegradable film resins that help it meet its sustainable packaging needs. In 1975, Pepsi began the “Pepsi Challenge” that pitted Pepsi against Coke in taste tests across North America. 1. Its R&D centers are located throughout the world from US and UK to Brazil, China, India and Ireland. Each one invests heavily in marketing and product innovation for growth.Pepsi along with its consolidated subsidiaries employs 263,000 people out of which 113,000 were employed in US alone[1]. Through, Review the critical external and internal environmental factors that have strategic implications in the future for Coca Cola and Pepsi It had a banner placed on the Mir space station and painted a Concorde airplane blue, aside from other activities. Consumer research is an essential part of the brand’s growth strategy where it studies the consumers’ expectations and preferences. Direct marketing 4. How Pepsi missed the marketing opportunity of a lifetime. Pepsi is positioned as a brand that reflects young energy and this is also a key theme across its advertising and marketing campaigns. It promotes its products as well as sponsorships and events, all through its Facebook accounts. These channels are major tools that we use and see in everyday life. However, apart from investing in product quality and design, it is equally important to invest in marketing and Pepsi promotes its brand through both digital and traditional channels. The current marketing strategy adopts by PepsiCo Inc. is definitely one that caters to its global standing. The third entry method is contract manufacturing. On the one hand, social media has helped the brands with marketing to allow them to connect with millions of customers globally in an instant and without any financial investment. In US and UK, it introduced Veggie Crisps, Hummus Crisps and Sweet Potato Crisps. PepsiCo is always active on all the social media sites and continually runs promotional campaigns such as “Bring home happiness”.