Far Eastern University Diliman

Sampaguita Avenue, Mapayapa Village, Diliman, Quezon City, 1101 Metro Manila

Marketing Plan
Pepsi-Cola Products Philippines Incorporated

Cando, Jean Clark P.

Carmelotes, Alen Gabriel A.
Caro, Anfernee D.G.
Cheng, Alexander V.
Concepcion, Earl Sebastian F.
Danao, Matthew Dominic L.
Francisco, Robbie Gioseppe S.

A Marketing Plan submitted to the faculty of the Senior High School Department
Far Eastern University – Diliman
in Partial Fulfillment of the Requirements
for the courses of

Principles of Marketing
Applied Economics
Business Finance
Quantitative Technique
December 2019
Marketing Program/Schedule/Action Plan

Action Plan #1: Leasing a wider space in major supermarkets and small groceries nationwide
Objective: To reach the target market that will increase awareness and boost sales.
Table 1 Breakdown of Action Plan #1

Activity In-Charge Duration Budget

Meeting with Supermarket Administrators Marketing Manager 1 month PHP20,000

Submission of Proposals Marketing Manager 2 weeks PHP4,000

Approval of the Proposals Marketing Manager 1 month

Fee on the shelves and gondolas Marketing Manager 1 Day PHP6,990,000

Total PHP7,014,000

Breakdown:
Robinson’s supermarket, Puregold and SM supermarkets.

Locations Cost Per Year

466 PHP15,000

Total PHP6,990,000

Action Plan #2: Enhance Website and Social Networking Site

Objective: To reach out target market and keep close to them.
Table 2 Breakdown of Action Plan #2

Activity In-Charge Duration Budget

Conceptualizing the possible enhancement Marketing Manager and 3 days PHP9,000

of the social networking sites and websites Advertising Staff

Redesigning and updating of the existing Advertising Staff 1 week

websites and social networking sites

Approval of the updated sites Marketing Manager 1 day

Updating the sites Advertising Staff 12

months

Monitoring of sites Advertising Staff and Ongoing PHP720,000

Marketing Department

Total PHP729,000
  P60,000/month: Facebook, Instagram and Twitter management includes
updating profile pictures, cover photo, answer inquiries and a maximum of 2-wall
post/day including weekends.

Action Plan #3: Online Contest - Recycled Art Competition of PepsiCo Products
Objective: To establish a firm connection with target market and to encourage everyone to
recycle for the benefit of the environment.
Table 3 Breakdown of Action Plan #3

Activity In-Charge Duration Budget

Discuss on the concept, design, prizes Marketing Manager 3 days

and mechanics of the contest

Finalizing and approval of the contest Marketing Manager 1 day

Design on the online post Advertising Staff and 5 days

Marketing Manager

Placement of the mechanics in Advertising Staff 1 day

Facebook, Instagram and Twitter

Monitoring on the uploaded photos Advertising Staff 4 months

by the contestants

Choosing on the winning photos Marketing Manager and 2 9 days

Environmentalists

Notifying the winner and featuring the Marketing Assistant 1 day PHP4,705,000
photo in networking sites and
websites

Total PHP4,705,000

Breakdown:
5 winners of Toyota Vios + PHP5,000 worth of Pepsi products

Item Cost

Toyota Vios (1.3 E Prime CVT) PHP936,000

PepsiCo products worth P5,000 PHP5,000

Total PHP4,705,000
Action Plan #4: Posters of Pepsi in Sari-sari stores
Objective: To improve the relationship of PCPPI among its merchandising outlets which will
result in brand awareness and boost sales.
Table 4 Breakdown of Action Plan #4

Activity In-Charge Duration Budget

Discuss on the concept and design of the Marketing Manager and 3 days PHP6,000
poster Advertising Staff

Finalizing and approval of the poster Marketing Manager 1 day

Production of 750pcs poster Production 2 months PHP450,000

Placement of the posters in various Distribution Staff 3 months

merchandising outlets of PepsiCo

Total PHP
456,000

Breakdown:

Item Cost

Poster PHP600/each

750 pieces PHP450,000

Action Plan #5: Billboards of Pepsi

Objective: To increase brand awareness and further establish connection with target market.
Table 5 Breakdown of Action Plan #5

Activity In-Charge Duration Budget

Discuss on the concept and design Graphic Designer and 2 weeks PHP100,000
of the billboard Marketing Manager

Finalizing and approval of the Marketing Manager 3 days

billboard

Production of the billboard Production 2 months PHP80,000

Payment for the placement of the Marketing Manager 5 days PHP12,000,000

billboard for 6 months

Placement of the billboard in 4 Billboard Installation Team 1 month

various locations

Total PHP12,180,000

Breakdown:

Item Cost

Production of the billboard PHP20,000/each

4 billboards PHP80,000

Item Cost

Payment for the placement of the billboard PHP500,000/month

4 locations PHP2,000,000

6 months PHP12,000,000

Marketing Budget
Action Plan Total Cost
AP1: Leasing a wider space in major PHP7,014,000
supermarkets and small groceries
nationwide
AP2: Enhance Website and Social PHP729,000
Networking Site
AP3: Online Contest - Recycled Art PHP4,705,000
Competition of PepsiCo Products
AP4: Posters of Pepsi in Sari-sari PHP 456,000
stores
AP5: Billboards of Pepsi PHP12,180,000
Total Marketing Budget PHP25,084,000
 PEPSI-COLA PRODUCTS PHILIPPINES INC.

VERTICAL ANALYSIS:
STATEMENTS OF PROFIT OR LOSS
AND OTHER COMPREHENSIVE INCOME
DECEMBER 31, 2018 2018 PERCENTAGE (%)
(Amounts in Thousands, Except Earnings Per Share)

NET SALES 33,594,418 100.00

LESS: COST OF GOODS SOLD 27,883,367 83.00

GROSS PROFIT 5,711,051 17.00

LESS: OPERATING EXPENSES

Selling and distribution 3,998,494 11.90
General and Administrative 1,190,181 3.54
Marketing 666,062 1.98

OPERATING PROFIT (LOSS) (143,686) 0.43

FINANCE AND OTHER INCOME/EXPENSES

Equity in net earnings of associates
Interest income 16,579 0.05
LESS: Interest expense 5,354 0.02
Other income – net (275,329) 0.82
134,544 0.40

PROFIT (LOSS) BEFORE TAX (262,538) 0.78

INCOME TAX BENEFIT/EXPENSE 62,998 0.19

PROFIT (LOSS) FOR THE YEAR (199,540) 0.59

OTHER COMPREHENSIVE INCOME/LOSS 75,675 0.23

TOTAL COMPREHENSIVE INCOME (LOSS) (P123,865) 0.37

The total advertising expense of Pepsi Philippines for the product Pepsi amounted to
Php25,084,000. The remaining Php640,916,000 will be used for the other products of PCPPI.
The action plans will be a way for the company to improve its sales and profit for the year 2020.
The said action plans will also help the company to tighten its relationship with its target market
and existing customers.