Analysis of key marketing themes for Pepsi-Cola

Seminar Paper , 2014 , 19 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

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.

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• Table of Contents
• List of figures and tables
• Introduction
  • Problem definition
  • Aim of the Assignment
  • Scope of Work
• Analysis of Marketing-Mix
  • Definition of Marketing-Mix
  • Product
  • Price
  • Promotion
  • Place
• Application of Marketing-Mix
  • Promotion of Pepsi-Cola
  • Evolving the product
• Conclusion
• References
• ITM Checklist

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This assignment analyzes the marketing strategy of Pepsi-Cola in the German market, aiming to identify areas for improvement and develop a strategic plan to enhance its brand image and market position. The paper focuses on applying Kotler's four Ps (product, price, promotion, and place) to assess Pepsi-Cola's performance and identify potential areas for growth.

• Analyzing Pepsi-Cola's current market position in Germany
• Evaluating the effectiveness of Pepsi-Cola's marketing mix
• Identifying key challenges and opportunities for Pepsi-Cola in the German market
• Developing strategic recommendations to improve Pepsi-Cola's brand image and market share
• Exploring the potential for product diversification and innovation

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides a brief overview of the German beverage market and highlights the competitive landscape, particularly focusing on the rivalry between Pepsi-Cola and Coca-Cola. It emphasizes the importance of brand image and customer trust in the beverage industry, particularly in Germany. The paper then outlines the objectives and scope of the assignment, which is to analyze Pepsi-Cola's marketing strategy using Kotler's four Ps and develop recommendations for improvement.

The chapter on "Analysis of Marketing-Mix" defines the four Ps of marketing and applies them to Pepsi-Cola's current strategy in Germany. It examines the product itself, its pricing strategy, promotional activities, and distribution channels. The analysis highlights Pepsi-Cola's strengths and weaknesses in each area, identifying areas where improvements could be made.

The chapter on "Application of Marketing-Mix" focuses on specific strategies for improving Pepsi-Cola's marketing in Germany. It explores ways to enhance the brand's image through effective promotional campaigns and considers the potential for product diversification and innovation to appeal to a wider range of consumers. The chapter also discusses the importance of sustainability and how Pepsi-Cola can position itself as a responsible and environmentally conscious brand.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include Pepsi-Cola, marketing mix, Kotler's four Ps, brand image, product life cycle, German beverage market, competitive landscape, product diversification, sustainability, and strategic planning.

• College: University of Applied Sciences Essen
• Grade: 1,3
• Author: M.A. Benjamin Pommer (Author)
• Publication Year: 2014
• Pages: 19
• Catalog Number: V279086
• ISBN (eBook): 9783656728733
• ISBN (Book): 9783656728702
• Language: English
• Tags: marketing mix, branding, product-life-cycle, four Ps by Kotler