Pepsi Cola

Our Project Tittle

PEPSI COLA

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

History In 1898 of August Caleb Brad Ham a pharmacist from New Bern, North Carolina formulated a drink which he called Brads Drink. On the 28 of August 1898 it was renamed ‘ Pepsi Cola ‘ and given its first logo. In 1902 Brad ham applies for a trademark and forms the Pepsi Cola Company into a

fully fledged business . Brad ham began bottling and selling Pepsi Cola in his drug Store. Pepsi Cola used advertisements as their first marketing strategy, the first ads for Pepsi Cola appear in the New Bern Weekly Journal.

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

Segmentation Pepsi is also playing with consumes mind by using segmentation of same product for different income level and different family size. Pepsi is packing syrup in cane for high class professionals and for those who are status conscious. Pepsi also has a disposable 250 ml bottle for students and other middle

class people. Pepsi is also packing syrup in regular non disposable bottle for lower middle and for price conscious people. Pepsi is also distributing syrup in jumbo pack 2.25 and 1.5 liter packing which is suitable for big and medium size families and social groups.

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

As they give free refrigerators to their retailers for sake of only chilling out their drinks. At the same time, they don’t allow shopkeepers to keep anything besides Pepsi brand items. Retailers also tries to sell more Pepsi to another freezer, the promotional scheme they offer for short time of period to attract retailer to keep their stock.

Market Share Mecca 1%

Amrat 12%

Pepsi 63%

Coke 24%

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

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

Brand Loyalty The Pepsi customer loyalty is comparatively high than the coke users. User of Pepsi don’t want to switch over their drink. According to our research which consist survey from 30 students of university, consumers of coke are likely to other drinks in case of unavailability of coke but only few

to take any other drink when Pepsi was not available, as the figure shows: No Yes

Pepsi 11 19

Coke 04 26

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

According to our survey most of the people like their ads. As Pepsi knows it better and mainly engaged them on advertising, as they hired top most celebrities for sake of their promotional campaign. As you see Wasim Akram, Afridi and film stars are running their campaign.

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

Conclusion Segmentation and Targeting the right market, making price according to target market’s affordability and to their buying habit plays a vital role in the succeeding a brand. Companies should educate their consumers about their brand through advertisement, Promotional activities to attract more customer

A strong distribution network is also required as a support function in the popularity of a business. Maintaining the Product quality is also an important thing to retain your customer.