Founded in 1965, PepsiCo is a popular multinational company serving in the food and beverage sector serving over 200 global countries. The company can be known for its 23 unique brands that contribute to more than $1 billion in revenue annually. Despite its well-established rival companies like Coca-Cola, it provides multiple special products for great market fame to its customers. In addition, PepsiCo's distinguished marketing strategies can be well noted in its countries.
The food and beverage industry operates in a hypercompetitive environment. Thus, the thriving company must strategize its marketing strategies to make its customers convinced and more curious about its innovations. This post entails a comprehensive and reliable analysis of PepsiCo's marketing mix, including the 4 marketing Ps; Product, Price, Place, and Promotion. Let's dive in!
Product Strategy of PepsiCo
As earlier stated, PepsiCo boasts of its multiple unique product bases readily accessible to its customers in its global branches. Also, the company has diversified its products by selling snacks. PepsiCo's product strategy in its marketing mix exhibits its identifiable unique products in the cut-throat competition.
Here are some of PepsiCo's most popular products:
- Mountain Dew- Is a flavoured soft drink among the company's popular brands.
- Pepsi Cola- This is the top-famous brand of the company. PepsiCo's soft drink was founded and introduced to the market in 1898 by a pharmacist named Caleb Bradham.
- Lay’s- You may have most likely tasted or come across this tasty snack from PepsiCo available at your next grocery store.
- Tropicana- This is an orange-flavoured fruit juice produced by the company.
- Gatorade- The top leading sports drink commonly sold in the United States market.
- 7up- A popular brand available in branches outside the United States.
- Mirinda- This is a carbonated orange-flavoured drink.
- Diet Pepsi- A specifically prepared soft beverage for health-conscious customers.
- Quaker Oat- A yummy brand of breakfast cereals.
- Ruffles- A unique, attractive snack brand prepared with fresh potatoes.
- Aquafina- A special brand of purified water that has undergone seven distillation processes.
- Tostitos and Cheetos- A careful selection of food free from gluten by Frito lays.
- Pepsi Max- A flourishing product containing zero calories available outside the United States.
- Diet Mountain Dew- A brand similar to Mountain Dew drink with a low-calorie level.
- Mist Twist- A soda beverage lemon-lime flavoured with a twist of natural juice.
Price Strategy of PepsiCo
PepsiCo prices its product according to the customers' demand. To understand the company's pricing strategy, we should analyze the company's foods, beverages, snacks, and other products. The company used a Customer-Supplier Database (CSD) to price its products depending on customers' demand, competition, and affordability. It offers different sizes of bottles at an individual rate. Typically, the price depends on the quantity of the drink supplied. Also, it offers promotions accounting for the target customers.
For instance, the health-conscious beverage from PepsiCo, Tropicana, is highly-priced as it is offered to health-sensitive customers. Similarly, the company promotes its products by selling unique beverages to customers with health complications who may need to work out. Also, Lipton is a bi-division of this group since it targets a group of customers. However, they are priced relatively high to serve the purpose intended.
On the other hand, other products such as chips are priced depending on the quantity a customer demands. Therefore, PepsiCo's pricing strategy is mainly driven by its main competitor, Coca-Cola and the customers' demand.
Place Strategy of PepsiCo
When marketing any brand in the market, placement is an essential element of the marketing mix. This is because it can either build or break a brand. A marketing strategy is effective when the target market fails to identify the company's brand. Thus, the company should market its product in the most proximate location, especially for domestic products.
In this part, PepsiCo has a wide network of global distributors. In addition, it uses a special system called direct store delivery system (DSD), ensuring a perfect supply of any quantity demanded by its customers. Notably, the company ensures that a customer will always find any commodity demanded in stock; this prevents chances of replacement with a substitute.
In addition, this top-notch global company has well-known global restaurant chains. These may include the KFC. Despite the product visibility, the third-party distributors have worked incredibly with PepsiCo on its products. Other restaurants collaborate with global bottlers to distribute and package their products. However, PepsiCo maximizes its hierarchy to market its snacks, beverages, and other products.
Promotional Strategy of PepsiCo
To finalize the PepsiCo marketing mix, we need to look at its promotional strategy. It is essential to strategically position products for ease of access to the target group. However, marketing the products can make the company beat its rivals. Thus, PepsiCo focuses on improving its relationship by providing attractive and satisfying products to its customers to outsmart its competitor, Coca-Cola. Deeply analyzing this promotional approach, the company uses a youthful vibe rather than an emotional appeal.
With this, the company identifies the sports industry and takes promotions there. Also, it markets sports drinks like the popular Gatorade, which has been successful in the journey. In addition, PepsiCo uses social media like other companies to market and promote its products, creating customer engagement.
Typically, promotion is PepsiCo's essential factor, making it a globally recognized food and beverage provider. Besides promotional strategies and conventional advertising, the company selects multiple brand ambassadors. Since it believes that the younger generation is its primary target market. The company chooses sports and celebrities' personalities when promoting products. This is because the youth are more attracted to celebrities and sports.
To complete our PepsiCo Marketing Mix Analysis analyses, a mind map is worth drawing. Here is a diagrammatic representation of a mind map to show the ideas discussed:
- Mountain Dew
- Pepsi Cola
- Diet Pepsi
- Quaker Oat
- Tostitos and Cheetos
- Pepsi Max
- Diet Mountain
- Dew Mist Twist
- Competitive pricing
- Quantity-matching pricing
- Commodity unique pricing
- Online distributors
- Restaurant chain partners
- Sales promotion
- Youthful vibe promotion
- Direct marketing
- Public relations
In a cut-throat competition like food and beverage, where PepsiCo and Coca-Cola are well-known companies, PepsiCo should strategize its marketing mix strategies to overthrow its competitor. It has successfully taken appropriate steps by offering unique brands and being noted for imaging a youthful vibe. This marketing mix strategy is practical and can be applied to other companies.
It is fascinating to get inspired by PepsiCo's ideal marketing mix strategy since multiple companies offer a narrow range of products. In addition, the marketing strategy used by the company to market its products can be a game-changer for some companies.
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