Mkt 421 – Marketing Plan - Pepsi B Energy Marketing Plan: Phase One

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes twenty-two brands that generate more than $1 billion each in annual retail sales. PepsiCo’s main businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of foods and beverages that are consumed throughout the world. It currently holds 36 percent of the total snack-food market share in the U.S. and 25 percent of the market share of the refreshment beverage industry. The products are classified under three main categories are “Good for You”, “Better for You” and “Fun for You”. “Good for You” category includes brands like Aquafina, Trop 50, Quaker Oats, Naked Juice, etc. “Good For You”

Pepsi is one of the world 's most iconic and recognised brands globally. Always innovating and adapting its strategy to compete with Coca-Cola, they offer a young image to the public by reworking their design to meet with the current consumer needs. Whether it 's through celebrity endorsements or design trends, Pepsi have always aimed to create a relationship with the consumer through humour. To quote their selling point, 'Now is what you make it. ' Today the brand includes three products- Pepsi, Diet Pepsi and Pepsi Max, with the latter being the biggest selling in the UK. Although Pepsi have tried to take different approaches to differentiate themselves from their biggest competitor Coca-Cola, their first beginnings are very familiar.

Throughout the last several centuries, many beverages have been utilized to produce energy to boost the body and its ability, such as tea and coffee. However, the first beverage considered to be an “energy” drink was Coca-Cola due to the fact that ingredients of the drink included both caffeine and cocaine (Lile). Since the introduction of Coke products in the late 1800’s, products full of sugar and caffeine have been available to the public and have exploded in popularity as customers search for alternative energy sources. Modern energy drinks, such as Red Bull and Monster, have become the newest fad in ways to gain more energy because of the average Americans hectic and fast-paced lifestyle. Many countries across the continents of Europe and Asia began experimenting with different products to make a drink with more caffeine packed into each can or bottle than known before. The first energy drink, Red Bull, was introduced to the United States in 1997 from the Asian-Pacific country of Thailand and continues to be the caffeinated drink with the most recorded sales. Since then, many other energy beverages have blossomed in popularity throughout America including Monster, Full Throttle, Rockstar and Red Bull.

The use of energy drinks and supplements are getting highly successful within global soft drink market. Energy drink is considered as the niche within the soft drink industry.

Marketing is in a part of everyone’s daily lives. We see it the moment we turn on the television, when we go to the grocery store, and even at our jobs. When I think about marketing, I think about all of my favorite restaurants, places to go, favorite clothing brands, and shoes. All of my favorite things come to mind when we discuss the concept of marketing. When I think about marketing, I think of all of the companies that produce my favorite things. Marketing campaigns are those people who work on making the products, finding defects and making improvements, innovating and designing. I also believe that those people are interested customer satisfaction. Those people influence me to keep buying my favorite things.

The article considers the product launch of the Pepsi Next brand soft drink by beverage industry firm PepsiCo scheduled for the summer of 2011. The soft drink is a so-called mid-calorie soft drink sweetened with a blend of high-fructose corn syrup and artificial sweetener. The launch is considered in terms of PepsiCo's attempts to reverse a decline in the market share of its cola soft drinks.

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many

PowerAde was presented to the public in 1988 as a fountain beverage by researchers at the Coca-Cola Company. However, it wasn’t until 1992 when it was suggested that the product be released as a ready to drink thirst quencher or better known as a sport drink. This idea was the spark that ignited a competitive sports drink market. Before PowerAde 's launch in 1992, the sports drink market was solely monopolized by Gatorade. Nevertheless, PowerAde extricated itself from Gatorade by adding vitamins B3, B6, and B12, which were said to enhance the metabolism of carbohydrate energy. At this time, PowerAde took 36% of the market share in the Fitness

Consequently, Carbonated drinks have viewed negatively by politicians, media, and legal agencies in the world. This drink causes negative affects to human such as obesity, diabetes, heart problems, and other negative affects to human critically. In order to generate its sales, Pepsi utilizes different sources to distribute its product. Restaurant’s chain, supply chains, and vending partners are the three essential components to support Pepsi business operations and distribution effectively. Media, TV, and radio ads are the great source to let consumers know about its products as well. Major sports tournament such as Supper bowl competitions, World Cup tournament, and Olympics allow Pepsi to introduce its products to sport fans and viewers effectively.

The ongoing ability to maintain a strong brand name is one of the greatest strengths for PepsiCo. The company utilizes the PepsiCo name throughout the world. This allows PepsiCo ease of marketing around the world. PepsiCo has a wide range of products to include Pepsi Cola. Since the brand is accepted across the market the products they provide have assumed the success of the company brand just because of brand association. The popularity of the brand has allowed PepsiCo the ease to enter markets with minimal rejection. PepsiCo has a significant level of brand loyalty in the beverage market and as a result, the company has the ability to attach the success to new brands that they are introducing to the market.

With inclusion of 22 major brands worldwide, Pepsi is one of the world’s leading food and Beverage Company with $ 22 billion retail sales annual and over $66 billion net revenue in the year 2013 alone. The portfolio provides more choices for the customers, extending to lower costs, more productivity, enhancements and trust among the masses. The brand Pepsi is world famous for initiating the carbonated soft drink and up till this moment, the brand continues to uphold the legacy of the drink its ancestors introduced in much more excitement and variation.

Pepsi is the recognized soft drinks have enjoyed substantial and sustained expansion since its inception in 1893. It has passed through various predictable stages of small business conferring to treat patients then turns into global growth. The key point of posting nearly thousand billion dollars in annual sales, up significantly from its first year when sales were projected employees rather than 4000000 thousand of employees around the world.

Pepsi Company is among the leading beverage and snack company that is found in the United States. It is affected by several environmental factors that have an impact on its marketing decisions. These are factors that have to be addressed to ensure that the Pepsi products are successful in the global and international markets. These include;

I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.