1. 2. EXECUTIVE SUMMARY : Pepsi is the world renowned brand.

It is a very well
organized multinational company, which operates almost all over the world. In Pakistan It
also has proved itself to be the No.1 soft drink. Revenues generated PepsiCo in the
Pakistan and its eight bottlers Rs91 billion for the financial year ending June 30, 2013,
Pepsi has a significant market share 65% in the Pakistan and dominated as a market
leader but Pepsi has lost market share due to Coca-Cola sponsorship of Coke Studio,
previous Pepsi market share is almost 75% thats why management changed marketing
technique and Pepsi associate with music and sponsor a music show. Now Pepsi launch a
new soft drink and the name is PEPSI PERFECT a vitamin-enriched Pepsi, with 50%
less sugar than regular Pepsi, and black in color and flavor stronger than regular Pepsi.
Pepsi Perfect target market is generally anyone between the ages of 15 to 50 , specially
those peoples they are health concious and those they want to purachase novelty things.
They advertise heavily in Universities and Schools surroundings , TV channels,
Promotions, Sign boards and restaurants. As far as packaging and distribution concern,
packaging is different from the previous ones in which staw is built-in in the bottle and
distribute this product through its 08 bottler in Pakistan. These bottlers are Pepsi's
strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help
in promoting the brand.

2. 3. INTRODUCTION TO THE COMPANY:

Pepsi is the world renowned brand. It is a very well organized multinational company,
which operates almost all over the world. They produce, one of the best carbonated
drinks in the world. Pepsi is a symbol of quality and service, all over the world. Pepsi is
producing Cola for more than 100 years and it has dominated the world market for a long
time. Its head office is in New York. The market in Pakistan is surely dominated by Pepsi.
It has proven itself to be the No.1 soft drink in Pakistan. Now days Pepsi is recognized as
Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan, and
from there after Pepsi is going higher and higher. Pepsi is the choice soft drink of every
one. It is consumed by all age groups because of its taste compared with other soft drinks
in the market. Consumers survey results explain the same outcome and Pepsi has been
declared as the most wanted soft drink of Pakistan.
MISSION STATEMENT:
To be the world's premier consumer Products Company focused on convenient foods
and beverages. We seek to produce healthy financial rewards to investors as we provide
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.
VISION STATEMENT:

To be the world's best beverage company. Being the best means providing outstanding
quality, service, cleanliness and value, so that their every customer is contented and
happy with their products.
FRANCHISES:
Pepsi Cola International has given franchises all over Pakistan. These companies have
installed their plants in different parts of Pakistan. Pepsi Cola provides consumers place
utility which is, where ever and whenever you want it, you get it! Pepsis channel of
distribution is very aggressive according to the consumers, manufacturers and
distributors. Pepsi has 08 different units in different areas of Pakistan, which make the
Pepsi easily available all over the country.

market overview

MARKET ANALYSIS:
MARKET SEGMENTATION: PEPSI PERFECT divide the target market in to different
groups. They may differ in wants, resources, locations and buying practices. Through
market segmentation companies can be reached more efficiently and effectively with
products and services that match their unique needs. PEPSI PERFECT Segmentation is
done on the basis of following factors.
GEOGRAPHIC SEGMENTATION: In geographic segmentation, PEPSI PERFECT
market is sub divided on the basis of area.
Region:
Regional differences exist in respect of demand for products. For example, PEPSI
PERFECT buyers from Sindh are different from the buyers in Punjab.
Urban/Rural:
There are differences in buying behaviour of urban and rural customers. Accordingly,
PEPSI PERFECT marketing strategies designe depending upon their likes, dislikes,
moods, preferences, fashions and buying habits.
Locality:

PEPSI PERFECT buying is also reflected by the locality within a particular city. For
instance, there are differences in terms of buying patterns of people residing at Korangi
and Defence, within a city.
DEMOGRAPHIC SEGMENTATION:
Company study PEPSI PERFECT market at the different aspects of population. Markets
can be divided on demographic factors like age, gender, education etc. The various
demographic factors are :
Age:
Analysing markets by age is to divide the total population into age groups and analyse the
wants and needs of each group.
Income:
PEPSI PERFECT Buying patterns depends on income of the consumers. No two
individuals or families spend money in exactly the same way thats why company launch
economy packs of PEPSI PERFECT.
Family Size:
The consumption patterns of PEPSI PERFECT definitely vary with the number of people
in the household thats why company introduce 1.5 ltr & 2.25 ltr bottles in the market.
Race:
Consumption patterns of PEPSI PERFECT differ on the basis of race because market
research if first 15% peoples purchased & used your product which have company launch
others 85% peoples follow them.
BEHAVIOURAL SEGMENTATION:
Buyers are divided into groups on the basis of their response e.g usage rate, user status,
loyalty status, buying motives, and so on.
Usage Rate:
One possible way to define target market is by product usage. There can be heavy users,
medium users, light users, and nonusers of Pepsi products. Targeting on the basis who
want to increase consumption by present users and to convince and introduce new
product such as PEPSI PERFECT to nonusers and to become users.

User Status: PEPSI PERFECT market can be segmented on the basis of user status OF
Pepsi products such as: non-user, ex-user, potential user, first-time user, regular-user, &
so on.
Readiness Stage:
PEPSI PERFECT market can be segmented on the basis of peoples readiness to buy the
product. Some people are well informed and are interested to buy the product. Some
other may be well informed but not interested to buy the product.
Buying Motives:
Buyers buy the product with different buying motives such as economy, convenience,
prestige, etc. Accordingly PEPSI PERFECT promotional appeals can be directed to the
target audience.
3. 12. CUSTOMER ANALYSIS:
4. There are three types of customers. 1. Consumers (Public) 2. Business (Companies) 3.
Government (Govt Offices) Pepsi Perfect main focus is the consumers which are the end
users. Company has to make its marketing strategies keeping in view the consumer
buying behavior. To forecast the behavior of the consumer is a business problem.
Physical aspect of the consumer can be satisfied but it is difficult to satisfy the consumer
psychologically. Consumer buying behavior is affected by certain factors like Cultural
factors, Social factors, Personal factors and Psychological factors. So the producer should
keep these factors in Mind while promoting their product so that they can acquire the
customer and increase their market share. There are different consumers in a society
whose behavior is not the same. Every consumer has a different perception of different
products. Some consumers are impressed by one quality of the product which may be in
the view of other consumer not that impressive. So to deal with different consumers in a
society one should know about the consumer buying behavior process which may help in
making a true picture of their product in the mind of the consumers.
5. 13. About 75 million cases a year for Pepsi alone; the total beverage market is about 120
million cases of which 65% per cent are Pepsi products; about 20 to 22 per cent CocaCola products and others Total annual sale of soft drink in Pakistan 120 million.
Pepsi annual sales in Pakistan 75 million. Market share of Pepsi 65%. More than 2
millions peoples used Pepsi products daily. Consumption growth 1.7 % per year.
6. 14. MARKETING STRATEGIES: PRODUCT: PEPSI PERFECT a new soft drink
will launch by Pepsi, a vitamin-enriched Pepsi, with 50% less sugar than regular Pepsi,
and black in color and flavor stronger than regular Pepsi. Pepsi company will launch new
product extension in the market due to consumers phychological factors. Thus Pepsi Cola
satisfies the consumers needs efficiently by launching a desired product. Carbonated
drinks have become part of the culture in Pakistan and multinational companies have
maintained standards over the years to provide the nation with highquality drinks. Pepsi

is the most popular and leader brand in the Pakistani market and is consumed by children
and adults alike. Pepsi is a responsible corporate brand of Pakistan and have contributed a
lot to the economy. PRICE: The amounts of money charged for a product (PEPSI
PERFECT). Price of product should be that which gives maximum benefit to the
company and which gives maximum satisfaction to the customer. Following factors Pepsi
kept in mind while determining the pricing strategy. Price should be set according to the
product demand of public.
7. 15. Price should be that which gives the company maximum revenue. Price should not
be too low or too high than the price competitor is charging from their customers
otherwise nobody will buy your product. Price must be keeping the view of your target
market. Rates: 250 ml-----------------------------------RS.
25.00/500ml------------------------------------RS. 40.00/1000ml---------------------------------RS. 55.00/1500ml----------------------------------RS.
80.00/2250ml----------------------------------RS. 100.00/PROMOTIONS: In Pakistan
Pepsi is the most liked soft drink especially by young generation for this reason they
started monitoring the habits of the generation. Students were crazy about cricket and
usually liked to idealize them so in order to increase their sales the Pepsi cola company
paid high amounts of money to the cricketers to act as their spokes men.
8. 16. The Pepsi cola company has after doing research also has introduced different size
of bottles offered at lower prices so that everyone can afford them. Frequency of the
Pepsi ads varies from time to time. When the season is on Pepsi do heavy advertisement
especially in ramzan days or eid occasions. PLACEMENT/DISTRIBUTION: The Pepsi
uses the following two channels for the distribution of their products. INDIRECT
DISTRIBUTION: In indirect distribution involves agency holders (Franchises). DIRECT
DISTRIBUTION: The factory vehicles operate & selling bottles.
9. 17. CONCLUSION: Pepsi launching a new product called as PEPSI PERFECT its a
vitamin en-riched soft drink due to market trend changed consumers mostly prefer
vitamins and energy drinks instead of soft drinks because consumers are health concious.
Pepsi is a well known company and it has maintained its position well by understanding
the client psychology, by ensuring quality, by keeping economic factors in view and by
advertisements. SUGGESTIONS: The marketing world is full of surprises. Who could
imagine that Coca Cola would be overtaken by Pepsi? If Coke could be overrun by Pepsi,
it would be no wonder that Pepsi might be overtaken by some other beverage. The need
then is to combine quality along with that, the reputation of the company has to be kept
robust. Today we live in a fast moving world where novelty and newness count a lot.
Fresh efforts, newness of approach must remain the principles of a well marketing
strategy. A continuous bombardment in advertisement would convince the clients that
Pepsi is a part of their lives. Pepsi to be an essential ingredient of their life.