To evaluate the marketing campaign of Pepsi-Cola.
BUSINESS STUDIES
GCSE COURSEWORK 2001
BUSINESS STUDIES GCSE COURSEWORK
MARKETING
CONTENTS
INTRODUCTION
This coursework attempts to evaluate the marketing campaign of Pepsi-Cola.
BRIEF HISTORY OF COMPANY
Donald M. Kendall, president and chief executive of Pepsi-Cola and Herman W. Lay, chairman and chief executive officer of Frito-Lay, through the merger of the two companies, founded PepsiCo, Inc in 1965. Caleb Bradham, a New Bern, N.C. pharmacist, created Pepsi-Cola itself in the late 1890’s. Diet Pepsi was formulated in 1964.
In 1966 Pepsi entered Japan and Eastern Europe with the Pepsi generation advertising. Three years later the packaging was changed to red white and blue. This helped lead to Pepsi-Co’s sales surpassing the $1 billion mark with 36,000 employees. The company moved from New York City to the new world headquarters in Purchase, N.Y. The new corporate headquarters featured a building by one of America’s foremost architects, set on a campus of 144 acres amid an outdoor sculpture garden. In the same year, Pepsi where the first company to respond to consumer demand, by bringing out the first, two litre, lightweight, reusable, plastic bottles.
In 1972 Pepsi-Cola was the first foreign product ever to be sold in the USSR, which led to two years later PepsiCo sales passing the $2 billion mark. Pepsi-Cola then became the first American consumer product to be produced, marketed and sold in the former Soviet Union. Pepsi had 49,000 employees
In 1975 Pepsi Light was introduced as an alternative to other diet colas. It had a distinctive lemon taste, which offered an alternative to traditional colas. In 1976 Pepsi-Cola becomes the single largest selling soft drink brand sold in U.S. supermarkets.
In 1977 PepsiCo passed the$3 billion mark in sales. It also acquired the successful Pizza Hut Inc. This led to, only two years later PepsiCo sales reaching $5 Billion. In 1979 Pepsi introduced the first twelve can packs.
In 1981 PepsiCo sales passed the $7 Billion mark. A year later Pepsi Free and Diet Pepsi Free were launched. They were the first caffine free
AIM
OBJECTIVES
I intend to investigate the current marketing strategies of Pepsi
????'S MARKETING DEPARTMENT
REASONS FOR ASKING QUESTIONS IN QUESTIONNAIRE
TYPE OF SAMPLE
GRAPHICAL AND TABULAR ANALYSIS OF RESULTS
THE OLD MARKETING MIX
PRESENT MARKET PRICE
Pepsi products are sold in many different containers and volumes. Large two litre bottles tend to be found in supermarkets and small cans in corner shops and vending machines. These prices vary for the volume of Pepsi bought and often the consumer is taken advantage of by over pricing in prime areas.
The majority of families buy large two litre bottles from supermarkets, these cost £1.20 on average, giving the consumer 16.6ml per penny. Because of the large volume bought the customer saves money. When they buy a 330ml can for 50p from a vending machine they are getting only 6.6ml per penny.
PRESENT SELLING PLACE/S
Pepsi is sold in a wide range of places including supermarkets, corner shops, garages, cinemas and vending machines. The product can reach any type of person through correct placing.
PRESENT PROMOTIONAL TECHNIQUES
PRESENT PRODUCT CHARACTERISTICS
Pepsi-cola is the second largest selling cola drink in the world. It has a distinctive taste from the other major drinks on the market.
