Our Project TittleOur Project Tittle

PEPSI PEPSI COLA COLA

Introduction Introduction

The Project aims to highlight the strategies that Pepsi is using to attract or to force masses to buy Pepsi

Our project also include consumer Our project also include consumer behavior of Cola Industry. Following behavior of Cola Industry. Following are the Colas, which are normally are the Colas, which are normally used in Pakistan; Pepsi Cola , Coca used in Pakistan; Pepsi Cola , Coca Cola, Amrat Cola, RC Cola, Macca Cola, Amrat Cola, RC Cola, Macca Cola, Real Cola and Real Cola Cola, Real Cola and Real Cola

History History

In 1898 of August Caleb Brad Ham a In 1898 of August Caleb Brad Ham a pharmacist from New Bern, North pharmacist from New Bern, North Carolina formulated a drink which he Carolina formulated a drink which he called Brads Drink. On the 28 of August called Brads Drink. On the 28 of August 1898 it was renamed ‘ Pepsi Cola ‘ and 1898 it was renamed ‘ Pepsi Cola ‘ and given its first logo. given its first logo.

In 1902 Brad ham applies for a trademark In 1902 Brad ham applies for a trademark and forms the Pepsi Cola Company into and forms the Pepsi Cola Company into a a

fully fledged business . Brad ham fully fledged business . Brad ham began bottling and selling Pepsi Cola began bottling and selling Pepsi Cola in his drug Store. in his drug Store.

Pepsi Cola used advertisements as Pepsi Cola used advertisements as their first marketing strategy, the their first marketing strategy, the first ads for Pepsi Cola appear in the first ads for Pepsi Cola appear in the New Bern Weekly Journal. New Bern Weekly Journal.

What is Cola?What is Cola?

Cola Bissy Nut come from the Cola Cola Bissy Nut come from the Cola tree. The Cola tree native to Africa is tree. The Cola tree native to Africa is Cultivated in tropical regions such as Cultivated in tropical regions such as Nigeria, Brazil, Sri Lanka, Indonesia, Nigeria, Brazil, Sri Lanka, Indonesia, Malaysia, West Indies and South Malaysia, West Indies and South America. America.

Segmentation Segmentation

Pepsi is also playing with consumes mind Pepsi is also playing with consumes mind by using segmentation of same product by using segmentation of same product for different income level and different for different income level and different family size. family size.

Pepsi is packing syrup in cane for high Pepsi is packing syrup in cane for high class professionals and for those who are class professionals and for those who are status conscious. Pepsi also has a status conscious. Pepsi also has a disposable 250 ml bottle for students disposable 250 ml bottle for students and other middleand other middle

class people. Pepsi is also packing class people. Pepsi is also packing syrup in regular non disposable syrup in regular non disposable bottle for lower middle and for price bottle for lower middle and for price conscious people. conscious people.

Pepsi is also distributing syrup in Pepsi is also distributing syrup in jumbo pack 2.25 and 1.5 liter jumbo pack 2.25 and 1.5 liter packing which is suitable for big and packing which is suitable for big and medium size families and social medium size families and social groups. groups.

Distribution Network Distribution Network

The distribution network also plays The distribution network also plays major role in making buying decision major role in making buying decision easy for consumers. Pepsi has a very easy for consumers. Pepsi has a very large distribution network from large distribution network from Karachi to Khyber, even in the small Karachi to Khyber, even in the small town and villages you will see Pepsi town and villages you will see Pepsi on the local stores. on the local stores.

As they give free refrigerators to their As they give free refrigerators to their retailers for sake of only chilling out retailers for sake of only chilling out their drinks. At the same time, they their drinks. At the same time, they don’t allow shopkeepers to keep don’t allow shopkeepers to keep anything besides Pepsi brand items. anything besides Pepsi brand items.

Retailers also tries to sell more Pepsi Retailers also tries to sell more Pepsi to another freezer, the promotional to another freezer, the promotional scheme they offer for short time of scheme they offer for short time of period to attract retailer to keep their period to attract retailer to keep their stock. stock.

Market Share Market Share

Pepsi 63%

Amrat 12% Coke 24%

Mecca 1%

Target Market Target Market

According to Our research , we find that According to Our research , we find that the frequent users of people, which the frequent users of people, which come under the age of 21-25. As the come under the age of 21-25. As the people comes into this age group people comes into this age group known to be passionate, enthusiastic, known to be passionate, enthusiastic, devoted, extremist so the Colas drinks devoted, extremist so the Colas drinks is the best recommended to pose of is the best recommended to pose of their personalities. their personalities.

Research also indicated that the Research also indicated that the housewives and students attracted housewives and students attracted towards cola to a large extend than towards cola to a large extend than other occupational personnel. The other occupational personnel. The reason is that mostly student and reason is that mostly student and house wives love to eat junk food like house wives love to eat junk food like burgers, stakes, and pizzas.. burgers, stakes, and pizzas..

Brand Loyalty Brand Loyalty

The Pepsi customer loyalty is The Pepsi customer loyalty is comparatively high than the coke users. comparatively high than the coke users. User of Pepsi don’t want to switch over User of Pepsi don’t want to switch over their drink. their drink.

According to our research which consist According to our research which consist survey from 30 students of university, survey from 30 students of university, consumers of coke are likely to other consumers of coke are likely to other drinks in case of unavailability of coke but drinks in case of unavailability of coke but only few customers of Pepsi were willing only few customers of Pepsi were willing

to take any other drink when to take any other drink when Pepsi was not available, as Pepsi was not available, as the figure shows:the figure shows:

PepsiPepsi Coke Coke

No No 1111 0404

Yes Yes 1919 2626

Influence of Advertisement Influence of Advertisement

Advertisement have a deep impact on Advertisement have a deep impact on consumer buying behavior that is why all consumer buying behavior that is why all multinationals and other big companies multinationals and other big companies are spending millions of dollars to are spending millions of dollars to educate people about their brand, and to educate people about their brand, and to make a brand image in the consumer make a brand image in the consumer mind.mind.

Pepsi is also spending millions of dollars Pepsi is also spending millions of dollars annually on their advertisement. annually on their advertisement.

According to our survey most of the According to our survey most of the people like their ads. As Pepsi knows people like their ads. As Pepsi knows it better and mainly engaged them it better and mainly engaged them on advertising, as they hired top on advertising, as they hired top most celebrities for sake of their most celebrities for sake of their promotional campaign. promotional campaign.

As you see Wasim Akram, Afridi and As you see Wasim Akram, Afridi and film stars are running their film stars are running their campaign.campaign.

Message in Pepsi Message in Pepsi Advertisement Advertisement

As previously mentioned Pepsi is the As previously mentioned Pepsi is the drink of Youth, so their Ads tries to drink of Youth, so their Ads tries to convince the massage of energy, convince the massage of energy, enthusiasm, idealistic approach to enthusiasm, idealistic approach to wards life in order to attract and wards life in order to attract and influence consumers. influence consumers.

ConclusionConclusionSegmentation and Targeting the right Segmentation and Targeting the right

market, making price according to market, making price according to target market’s affordability and to target market’s affordability and to their buying habit plays a vital role in their buying habit plays a vital role in the succeeding a brand. the succeeding a brand.

Companies should educate their Companies should educate their consumers about their brand through consumers about their brand through advertisement, Promotional activities advertisement, Promotional activities to attract more customerto attract more customer

A strong distribution network is also A strong distribution network is also required as a support function in the required as a support function in the popularity of a business. popularity of a business.

Maintaining the Product quality is Maintaining the Product quality is also an important thing to retain also an important thing to retain your customer.your customer.