PepsiCO market strategy

PepsiCo’s products are recognized and are most respected all around the globe. Currently, PepsiCo has division which operates in three major US and International business: Beverages, Snakes, Food and restaurants. But in Nepal the leading position is only on soft drink bottling. The cooperation’s increasing success has been on high standards of performance, Marketing strategy, Competitiveness, commitment and the personal and professional integrity of their people, products and business practices.
The overall mission of this company is to increase the value of their shareholders’ investments through sales growth, investment and financial activities. PepsiCo believes their success depends upon the quality and the value of their products by providing safe, whole some, economically efficient and a healthy environment for their costumers.
Market segmentation:-
As we know that PepsiCo provides verities of soft drinks .These products are marketed under brand as Pepsi, Mountain Dew, and Lipton and so on. With these products PepsiCo aims to attract different groups of Costumers.
There are two levels in which Pepsi segments its market
• Demographic
• Niche Marketing

Demographic:-
In focusing on the Pepsi-Cola beverage product, PepsiCo has retained a long history of concentration on youth as its main target market-“Generation Next!” which is youth marketing. The reason behind fiercely targeted this market is because it is the largest amongst its users in Nepal. Market segment profiles shows that the majority of carbonated beverage drinks are youth and middle age people. Pepsi continually targets the college market in which they spend lots amounts of money to compete with the Coca Cola. Pepsi’s use this behaviorist segmentation has been a key to the company’s success.
Niche Marketing:-
Pepsi focuses on varietal differentiation sine 1990 by introducing a string of niche products. To increase volume in order to counter flat Coca Cola sales. Pepsi introduced different products like 7-up, Sprite etc. Pepsi has also tried to boost volume by introducing products that appeal to specific target markets that is currently is not reaching. The success of Pepsi’s Mountain Dew Code Red launched in 2001 was the most successful soft drink in 20 years and has spurred even nicer product introductions for PepsiCo as well as other competitors.
Market Targeting:-
Pepsi customers are mostly Teenagers and Yong Adults between the ages of 14 to 30. It also targets at School, College, Universities, Home, Restaurants, Hotels and stores.

Marketing Positioning:-
PespiCo plans to future create positions that will give the greatest advantage in their target markets. Pepsi has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market.
4-P’s with PepsiCo:-
Products: - They introduce many products with their won ideal function and lunched as Product Mix.

Pepsi: - This is a cola for the Drink.
AMP energy: - More Power to You.
Gatorade: - Is it in you?
Mountain Dew: - Do the Dew
Diet Mountain Dew: - How Dew Dees diet.


Promotion:-PepsiCo has advertised its products through many different ways and media. They advertise their products by targeting those favorable TV shows like TV sports, Series etc. Through the social programs like sprit band competition with the collaboration with Kantipur TV and Pepsi GO with UNDP food program for the karnali Zoon etc.
Place:-Decision with respect to distribution channel focuses on market the product available in adequate quantities at place where customers are normally expected to shop for them to satisfy their need. Pepsi is sold off-site consumption include grocery and convenience stores in Nepal. However effective one is grocery stores.
Price:-Pepsi being a company that emphasized on product quality tends to sell its products with price range from moderately to high price depending upon the target customers. Like:-

Regular Pepsi (250 ml):- NRs 20
Fuche (200 ml):- NRs 13
Load Your Pocket (100ml):-NRs 9
Disposable Pepsi (500 ml):- NRs 35
Pepsi (1lit):- NRs 65
Pepsi (2 lit):- NRs 105

Pepsi decides its price on the basic of competition. Fortunately, Pepsi is very flexible and is able to reduce its price very quickly.
Customer Cost:-
Despite the fact the PepsiCo frequently lower its price and eventually raises its price again, buyers have not been affected by the pricing strategy. On top of that, Pepsi has always been very flexible and reasonable with its pricing strategy. Depending on the product, prices are ranged for low to high.
Conclusion:-
Pepsi has been successful in generating profits in this extremely rivalrous industry. What is the company should do now is employ a strategy in this winter and then that one only addresses its own deficiencies in an effort to grow market share, but one that will increase the overall size of the pie .This strategy ,in the end , will allow Pepsi to grow and sustain above average return.