Research paper for marketing. Brand nanme: PEPSI inc. (ONLY IN UNITED STATES) Beverage: Soft drink (Coke only) Product/Brand Information (approximately 2 paragraphs of writing, 1/2 page) Customer/Buyer Analysis (approximately 2-3 paragraphs of writing, 1/2 page to 1 page)
PepsiCo is a world leader in convenient foods and beverages,with revenues of about $27 billion and over 143000 employees.The company consists of the snack business of frito lay North American and the beverage and food businesses of pepsiCo.pepsi brands are available in nearly 200 countries.many pepsiCo brands are 100 years old,but the corporation is relatively young.it was founded in 1965 through merger of pepsi cola and frito lay.pepsiCo sucess is the result of superior products ,high standards of performance ,distinctive competitive strategies and the high intensity of the employees.
PepsiCo misson is “To be the worlds premier consumer products company focused on the convenient foods and beverages.we seek to produce healthy financial rewards to investors as we produce opportunities for growth and enrichment to our employees,our business partners and the communities in which we operate.And in everything we do,we strive for honesty fairness and integrity “.
PepsiCo has 18 different product lines that offers a variety of high quality products providing refreshments and nutrition.it is the 2nd largest manufacturer of soft drinks in the world.pepsiCo began selling its products internally in 1934 with its operations in canada.
In 1970s and 80s pepsiCo bought restaurant chains such as pizza hut,taco bell,and kentucky fried chicken which was later changed as KFC,but in 1997 it spun off its restaurant business into separate company,tricon global restaurant.pepsiCo headquarters is located in newyork.
customers of pepsi belong to different age groups and lifestyles.individual buyers behaviour is determined by number of factors including personal differences and tastes,their lifestyle and fashion trends.the quality of the firms strategy is ultimately decided by customer perception.operating results such as sales and profits are measured that depend on the level of psychology value created for customers:the greater the perceived consumer value,the better strategy.
Customer analysis needs to know customer needs,customer needs refer to the needs the product type is able to satisfy for the customer.
PepsiCo has extremely large customer base due to the wide spread popularity of the soft drinks.it is therefore necessary to the segment the market and look at particular trebds in the soft drink market.there are two key trends in the software market,which are the growing demand for the healthier soft drinks and the mostly untapped market of targeting ethnic groups with specific products regarding their interests.