PepsiCo : Marketing Strategies in India
The rivalry of Coke and Pepsi is an ancient times story now . Implementing the smartest strategies , Pepsi has expanded its diversification . Though Coca cola still leads the race , Pepsi has gained edge by introducing snacks that are Lays , Cheetos and Kurkure . Hence , increased product mix has limited the dependency of Pepsi on the beverage segment .
PepsiCo being the most strategic companies have always implemented the dynamic processes that bring profits and revenues . Currently , PepsiCo has popularly expanded its products in soft drinks , mineral water , sports drink , snacks and breakfast . After Pepsi , which is the second largest selling drink globally , snacks like Lays , Cheetos and Kurkure doesn ’ t fall behind the demand .
PepsiCo is a very strong company in maintaining its brand image via promotions and advertisements . Celebrity endorsements are the main attraction in the advertisements as the most popular celebrities are appointed as the brand ambassador for example , Shahrukh Khan , Ranbir Kapoor and Sachin Tendulkar .
The product of PepsiCo , ‘ Dew ’ targets the adventurous side of young adults with an edgy slogan . The advertisement of this beverage is entirely different to Pepsi . Dew advertisement focuses on sports and action . Similarly , the snack brands focuses on different target markets . PepsiCo aggravates the demand by using all modes of promotional channels . This includes ATL and BTL activities .
The company is very particular about the brand and hence pays much attention to the brand image . Since PepsiCo is an FMCG company , it faces numerous competitors in the market . The distribution network of PepsiCo is massive , globally . The company caters to retailers , wholesalers and restaurants .