Contents

COMPANY HISTORY
Marketing Plan of PEPSI
PEPSI in Pakistan
MISSION/ VISION
GOALS & OBJECTIVES
PEPSI PROMOTES ITS
BUSINESS BY USING
FOLLOWING STRATEGIES
Strong Vs Weak:-
Pepsi and Coca Cola are strong competitors. In Pakistan Pepsi is the market leader andCoca Cola is
its competitor. But globally Coca Cola is pioneer and Pepsi is follower. ThePepsi makes defense strategies so that
it can maintain its position in the market. While Marketing Plan of PEPSI.

Coca Cola is a challenger and it makes attack strategies so that it can become themarket.
COMPANY HISTORY
Pepsi Cola International is world-well-known soft drinks brand. It is a very wellorganized
multinational company, which operates in almost all over the world.They produce, one of best-
carbonated drinks in the world. Pepsi is a symbol of hygiene, quality and service, all over
the world. Pepsi is producing Cola for morethan 100 years, and it has dominated the world
market for a long time. Its headoffice is in New York.
Marketing Plan of PEPSI:-
Initially Pepsi was used as cough syrup in America, and sold in pharmacy. Butt h e t a s t e o f
t h a t s y r u p w a s l i k e d b y t h e p e o p l e a n d t h e n a d d e d w a t e r a n d carbonation and
with the passage of time it is used as a regular drink and now itis world largest soft drink
brand. In beverage sector pioneer is Coca cola and Pepsi is follower. In 1909 more than
24 American States gave license to Pepsifor sale. Pepsi Cola was first introduced in 6.5
ounce bottle. Pepsi was firstregistered in 1932.In 1932 Pepsi Cola was introduced a big bottle
of 12 ounce. In 1950, the PepsiCola formula was slightly changed and the sweetness and calories in Pepsi
Colawere decreased. In 1957, the bottle was changed to new attractive bottle and theproduct line was also
increased by introduction of two more products that wereTeem and Marinda.Today Pepsi Cola is
available to more than 100 million of consumers which includes Asia as well as Europe &
Africa.;
PEPSI in Pakistan
In Pakistan Pepsi distribution is indirect. Nationwide Pepsi has 67% of marketshare in Lahore Pepsi is always at
par as compare to coke. In December, 54%share is captured by Pepsi, 49% by coke and remaining 1% by other
brands.The market in Pakistan is surely conquered by Pepsi. It has proved itself to bethe No.1 soft
drink in Pakistan. In 1971, first plant of Pepsi was constructed inMultan, and from there after Pepsi is
going higher and higher.
MISSION/ VISION
Business mission of Pepsi, in Pakistan, is to be the best and biggest seller
of carbonated soft drinks.We are working for providing a high quality refresher product
to passionatecrowd. We have a refined plant by which we manufacture the product
accordingt o t h e h e a l t h s t a n d a r d s . We h a v e a n u m b e r o f b r a n d s
l o y a l a n d h a v e f u l l attraction for the quality conscious people to consume our
product. We havetriggered ourselves towards growth and high profitability. We are coping
with thetechnological advancement by installing the new machinery by which we makesa frequent
flow of our supply to the customer.
GOALS & OBJECTIVES
The company main objective is to achieve the highest level of quality andtheir all strategies
are related with this objective. The company is quite successful in achieving this objective, as
they are known for their quality inthe market.
Company's second main objective is product development. Along with theproduct Quality
Company largely emphasizes on the development of theproduct.
Company's third objective is to increase their revenues from internationaloperations.
At the corporate level, Pepsi has centralized and formal structure. All thepolicy matters related
to different businesses and regions are made at theupper level and guidelines are received from
the parent office in USA, the routine and local level decisions are made by subsidiary
itself, like thedistribution network, marketing etc.
Pepsi has a policy of setting sales targets for each region. They have alsothe targets for earning
certain level of revenues from each region.
Plans related to their objectives and policies are as follows:
To accomplish their goal of achieving highest quality product. They usetheir technical expert
terms to visit the different plants and collect samplesto send them Tokyo for lab testing, every
month. Now, they are planningfor further tightening the quality standards by forcing the franchisers to
usedifferent new techniques for total quality management. So, those
highestq u a l i t y s t a n d a r d s c o u l d b e a c h i e v e d . T h e y i n v i t e d i f f e r e n t e x p e r t s o f
franchisers from different countries to participate in short courses relatedto quality at different area
head quarters.
To accomplish their goal of new product development, they are spendinghuge amounts of money on
R&D.
For achieving their third goal of increasing international revenues, they
areplanning to expand their international operations. Especially, they aretargeting to
those underdeveloped countries, which have high GDP andper capita income.

PEPSI PROMOTES ITS BUSINESS BY USING FOLLOWING STRATEGIES

1.Advertising
PEPSI has very strong advertising strategies. Pepsi advertises throughprint and electronic media.
Most of its advertisements focus legend
players,a c t o r s o r a c t r e s s e s l i k e I m r a n K h a n , W a s i m A k r a m e t c .
S o m e o f i t s advertisement the mainly communicate to special age group. Now Pepsi
ismore emphasizing on youth like Muhammad Aamir, Aisam Ul Haq. Becausepeople make icons
and they follow their icons.
2.Incentives to sales persons
PEPSI gave heavy incentives to its sales team for achieving targets. Thismotivates employees to
work hard and sincerely.
3.Incentives to shop keepers
PEPSI team also gave incentives & rewards to shop keepers on the basisof their sale. This can be
in terms of freezers, sign boards for shops, as wellas in terms of discounts.
4.Publicity at PEPSI outlets
PEPSI do heavy advertisement at its outlets. They put attractive signboards,Paint at different PEPSI
outlets.
5.By making good relations with key accounts
PEPSI have many key accounts in terms of restaurants and shopping malls.They have very good
relation to its key accounts.