Research Paper > Pepsi Café. BUS350 Strategic Marketing Slides

Document Content and Description Below

Pepsi Café Overview 1. About of Pepsico - Company background, Mission and Vision - Corporate Goals - Product & Value Proposition 2. Market Analysis - Target Market - Demographic & Behavioural... Segmentation - PESTLE Analysis - Competitors Assessment 3. Marketing Objectives - Chain Ratio Survey - S.M.A.R.T - Diffusion of Innovations 4. Competitive Strategy 5. Niche Market Penetration 6. Marketing Strategies 7. Budgeting and Sales Forecast 8. Organisational Chart 9. Contingency Plan About PepsiCo - Founded in 1965 - Collaborated between CEO of Pepsi-Cola, Donald Kendall and the CEO of Frito-Lay and Herman Lay Corporate strategy - Diversification of products by having healthier options. - Collaborating with big brands. Mission & Vision Mission: - To provide consumers worldwide Delicious, affordable, convenient, and complementary F&B from breakfast products to healthy snacks and drinks for their consumers. Vision: - To be sustainable Reach their top-line growth while having their commitment to practice environmental sustainability for both the planet and communities. - To be “Faster, Stronger and Better” Cater to this new era of growth and prosperity Corporate Goals Faster ➢ Being consumer-centric ➢ Accelerating investments for top-line growth To broaden the portfolio to cater to convenient food and beverage outlets and also help with their international expansion. Stronger ➢ | Transforming capabilities, cost, and culture ➔ | By operating independently as one companyThis helps the company drive savings to reinvest to win the marketplace, the development and scale core of capabilities globally with the use of technology and also building differentiated talents and cultures. Better ➢ Integration of their purpose ➔ | The building of a sustainable food system into their business strategy Product ➔ Comes with 2 flavours: ➢ The original cola with coffee ➢ | Cola with coffee infused with vanilla flavor➔ The level of caffeine is twice the amount of a regular, amounting to 75mg Value Proposition Target Market: ➢ Coffee and carbonated enthusiasts ➢ Age from 15 to 54 years old Benefits Offered: ➢ Energising drink ➢ Affordable ➢ Easily accessible Relative Price Range: ➢ $1.99 per can Market Analysis References ● Anwar, J., & Hasnu, S. A. F. (2016). Business strategy and firm performance: a multi-industry analysis. Journal of Strategy and Management. ● Caffeine in Pepsi Cafe. (2020). Retrieved 20 March 2020, from https://www.caffeineinformer.com/caffeine-content/pepsi-cafe ● Dolgui, A., & Proth, J. M. (2010). Pricing strategies and models. Annual Reviews in Control, 34(1), 101-110. ● Farazuddin, S., Ahmed, F., & Maddali, A. (2016). Article on Pepsi’s Promotional Strategies. Journal of Management Research and Analysis, 3(1), 56-58. ● Ibarrola, K. (2017). Millennials spend more money on coffee than for retirement savings: Survey. Retrieved from https://www.asiaone.com/business/millennials-spend-more-money-coffee-retirement-savings-survey] ● Research, S. (2018). Singapore - regular beverage consumption 2018 | Statista. Retrieved from https://www.statista.com/statistics/920752/singapore-regular-beverage-consumption/ ********************************** CONTINUED IN THE ATTACHMENT *********************************** [Show More]

Last updated: 1 year ago

Preview 1 out of 39 pages