PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and “junk” food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide.
In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market.
The strategic planning analysis of PepsiCo, using Kotler’s four P’s, shows, how much Pepsi-Cola’s suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image.
Pepsi-Cola’s image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo’s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.
Table of Contents
Executive Summary
List of figures and tables
1 Introduction
1.1 Problem definition
1.2 Aim of the Assignment
1.3 Scope of Work
2 Analysis of Marketing-Mix
2.1 Definition of Marketing-Mix
2.2 Product
2.3 Price
2.4 Promotion
2.5 Place
3 Application of Marketing-Mix
3.1 Promotion of Pepsi-Cola
3.2 Evolving the product
4 Conclusion
References
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