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
- 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
Objectives and Key Themes
This assignment analyzes the marketing performance of Pepsi-Cola in the German market. It aims to provide a strategic plan for improving Pepsi-Cola's market position and influence consumer perception. The analysis focuses on the marketing mix, using Kotler's four P's – product, price, promotion, and place – to assess PepsiCo's activities in Germany. The paper will utilize the product-life-cycle model to identify opportunities for improvement and explore strategic branding approaches. The ultimate goal is to lay the foundation for a strategic plan aimed at influencing the German perspective on Pepsi-Cola and potentially driving positive purchase decisions.
- Marketing mix analysis of Pepsi-Cola in the German market
- Application of Kotler's four P's to evaluate PepsiCo's activities
- Exploring the product-life-cycle of Pepsi-Cola in Germany
- Identifying opportunities for improvement through strategic branding
- Developing a framework for a strategic plan to enhance Pepsi-Cola's market position
Chapter Summaries
- Introduction: This chapter sets the stage by defining the problem, which is Pepsi-Cola's need to improve its market position in Germany. It outlines the aim of the assignment, which is to provide a strategic marketing plan for Pepsi-Cola. The chapter also defines the scope of work, focusing on analyzing the marketing mix using Kotler's four P's and exploring opportunities for improvement based on the product-life-cycle model.
- Analysis of Marketing-Mix: This chapter provides a detailed analysis of the marketing mix, examining each of Kotler's four P's (product, price, promotion, and place) in relation to Pepsi-Cola's activities in the German market. It explores the strengths and weaknesses of Pepsi-Cola's current marketing strategy, highlighting key areas for improvement.
- Application of Marketing-Mix: This chapter applies the concepts from the previous chapter to specific aspects of Pepsi-Cola's marketing in Germany. It focuses on promotion strategies and product development, identifying key areas for improvement and providing potential solutions.
Keywords
The primary focus of this assignment is on the marketing mix, strategic branding, product-life-cycle, Kotler's four P's, consumer perception, market position, and improving Pepsi-Cola's performance in the German market. These concepts are explored in detail to provide a comprehensive analysis of Pepsi-Cola's marketing strategy and identify opportunities for improvement.
- Quote paper
- M.A. Benjamin Pommer (Author), 2014, Analysis of key marketing themes for Pepsi-Cola, Munich, GRIN Verlag, https://www.grin.com/document/279086
