final project course brand management topic pepsi

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (1.31 MB, 13 trang )

Trang 1<div class="page_container" data-page="1">

Final ProjectCourse Brand Management

Topic Pepsi

Group members

 Zainab arif M21MBA057 Amna Ali M21MBA062 Maham Riaz M21MBA019

Submitted to Dr Samar Rahi

Hailey College of Banking & Finance, University of Punjab Lahore

</div>Trang 2<div class="page_container" data-page="2">

CUSTOMER BASE BRAND EQUITY OF PEPSI...5

BRAND DIFFERENTIATION IN PEPSI...5

BRAND KNOWLEDGE OF PEPSI...6

Brand awareness...6

Brand Loyalty...7

Brand positioning of Pepsi...7

Pepsi Target Market Segmentation...7

Pepsi Demographic Segmentation...7

Pepsi Geographic Segmentation...8

Pepsi Behavioral Segmentation...8

Pepsi Psychographic Segmentation...8

</div>Trang 3<div class="page_container" data-page="3">

Brand imagery (meaning-point of parity and point of difference)...12

Judgment (customer responses-positive accessible reaction)...12

Brand Feelings (customer responses-positive accessible reaction)...13

</div>Trang 4<div class="page_container" data-page="4">

FIVE PRODUCT LEVEL OF PEPSI

There are five product levels: Core benefit, Basic product, expected product, Augmented product, Potential product

It is a differentiated product that is made to exceed a consumer's expectations. Pepsi

offers Diet Pepsi which is a non-sweetened soft drink for the ones who are health conscious but are not ready to give up their loyalty for Pepsi while choosing a drink.

Potential product

</div>Trang 5<div class="page_container" data-page="5">

This is where the company looks for innovate ways to satiate the consumer. It comes

for a new to the category/ sub-category and also hence forms a new life cycle. In augmentedproduct, when the company does a differentiation to the product, its oncoming in the marketis a potential threat to competitors. Diet Pepsi provides a sugar free carbonated drink which isa different version of the Pepsi, catering to those who feel like having Pepsi but fear about thecalories.

CUSTOMER BASE BRAND EQUITY OF PEPSI

According to the recent statistics from Statista, Coca Cola was fifth in the list of theworld's most valuable brands with a brand value of 66.34 billion US dollars, while Pepsi hadthe twenty-first position in the same list with a brand value of 20.8 billion US dollar in theyear 2018.PepsiCo announced it has launched its first-ever cash-back loyalty program, PepCoin by PepsiCo.

BRAND DIFFERENTIATION IN PEPSI

Differentiation strategy allows the PepsiCo to attract more and more consumerstowards the different features of the products. One of the ways in which PepsiCo isdifferentiating its products is by its packaging, which attracts the consumers on the basis ofvalue that it gives to the consumers.

Differentiation and competitive advantage are achieved by the company with the adoption ofcost leadership and differentiation strategy. Distribution channels of the multinational are alsostrong, which is also providing strategic advantage to the company over its competitors.

Pepsi Co focuses on reducing the commoditization of its products by providingconsumers with the products as per their requirements. Therefore, Pepsi Co is providing widerange of portfolio to its consumers in the market.

Differentiation - Differentiation allows the business organization to differentiate theirproducts from the competitors in the market. In order to achieve differentiation PepsiCoutilizes broad differentiation as the strategy in order to achieve competitive advantage overthe competitors in the market. Differentiation strategy allows the PepsiCo to attract more andmore consumers towards the different features of the products. One of the ways in whichPepsiCo is differentiating its products is by its packaging, which attracts the consumers onthe basis of value that it gives to the consumers

BRAND KNOWLEDGE OF PEPSI

</div>Trang 6<div class="page_container" data-page="6">

Brand awareness is top of mind for PepsiCo’s senior director of media strategy andinvestment Katie Haniffy. And PepsiCo is focused on adjusting its brand awarenesscampaigns in response to shifting consumer behavior, as well as pivoting to keep up with thelatest evolutions in ad tech.

Self-service DSPs play a major role in PepsiCo’s open-web programmatic strategy forsocial media and other platforms. For years, the company has relied on its agency partnerOMD to manage campaigns through self-service ad platforms. And PepsiCo’s YouTubeadvertising is largely conducted through Google’s Display & Video 360 campaignmanagement platform.

The Pepsi Brand Identity Re-Design challenges what it means to bring about a newlook to an established brand while retaining the brand’s legacy and essence at the same time.The new brand identity is based on the idea that ‘less is more’. By removing unnecessarydesign elements and reducing everything to a simple symbol, the new brand identity managesto achieve more with less..

Brand Loyalty, At the individual product category level, 90.5 percent of regular Cokeand 88.9 percent of regular Pepsi drinkers remained loyal, and the vast majority ofconsumers of low-calorie Coke (92.5 percent) and Pepsi (87 percent) also stuck to theirpreferred brand. Loyalty rates were even higher at the modified brand level.

Brand Image; In the United States, Pepsi is made with carbonated water, high

fructose corn syrup, caramel color, sugar, phosphoric acid, caffeine, citric acid, and naturalflavors.

Brand positioning of Pepsi

As a brand, Pepsi has positioned itself as one that embodies young energy, and thiscan be seen throughout their marketing and advertising campaigns. Pepsi's customers aremainly aged between 13 and 35 years old from lower middle class to upper class with a busyand modern lifestyle.

Pepsi Target Market Segmentation

</div>Trang 7<div class="page_container" data-page="7">

With a market analysis that considers Pepsi demographic segmentation, as well as itsgeographic, behavioral and psychographic segmentation data, businesses can get to know thePepsi target audience.

Pepsi Demographic Segmentation

Pepsi demographics covers the age range of 15 to 45, both male and female. Thebroad age group of Pepsi consumer demographics tends to exclude young children andelderly individuals, who are less likely to enjoy the caffeine-laden beverage. However, itincludes singles, new marrieds without children, and couples with younger children andteens.

The brand focuses on similar demographics for its more diet-conscious Pepsi Maxtarget market, who are interested in a tasty sugar-free cola option.

Pepsi Geographic Segmentation

Pepsi is sold in over 200 countries around the world, appealing to consumers in urbanand rural settings. In 2022, the company withdrew from the Russian market in response to theinvasion of Ukraine.

Pepsi Behavioral Segmentation

Pepsi consumer demographics comprise average to high income earners, includingstudents, employees and professionals. The target audience are regular and loyal users of theproduct who choose it for its refreshment value and to enjoy the good taste, as well as Pepsiconsumption being part of their lifestyle habits.

Pepsi Psychographic Segmentation

The Pepsi target audience includes members of the working, middle and upperclasses, with easygoing, determined and ambitious personalities. Pepsi continues to market toa solid and growing base of consumers who want sugar free cola options.

Pepsi’s competitors

Although it is well known that Coca-Cola is Pepsi’s top competitor by far, the list ofPepsiCo competitors also includes Dr Pepper Snapple and Red Bull. In fact, in 2021, RedBull was positioned as the second most valuable beverage brand worldwide.

</div>Trang 8<div class="page_container" data-page="8">

Note that both Coca-Cola and Dr Pepper Snapple produce a range of soft drinks,making Pepsi’s position in the market even tougher. Coca-Cola, for example, also marketsSprite, Fanta and a range of energy drinks and fruit drinks

FRAME OF REFERENCE:

A brand’s frame of reference is the context in which consumers view it. The firstthing consumers will try to figure out is the category the brand belongs to. In many instances,brand-category associations are straightforward: Pepsi belongs to the carbonated soft drinkcategory. Lululemon is a brand of yoga wear. Changing the frame of reference for theseestablished brands leads to brand stretching, which rarely produces the desired outcomes.However, that doesn’t stop Management from trying: Pepsi recently announced Pepsi 1, thecompany’s first Android-based smart phone that will retail in China for approximately $205.Choosing the Ideal Frame of Reference

The ideal time to decide on a brand’s frame of reference is at the time of launch. Themore well-known the brand becomes, the more difficult its context. Here are some things thatshould help you make the right decision:

Choose a competitive frame of reference that reduces the number of brands competingfor attention. You can achieve this by narrowing your focus so you don’t compete head-to-head with established players for consumer’s attention.

Do not choose technology as a frame of reference. Sooner or later technology becomes

obsolete. The photography industry is the perfect example. What do most people associateKodak with? Film photography. The brand never managed to escape this strong associationwhen it was obvious that digital photography would replace film, although Kodak launchedthe first digital camera in 1975.

The frame of reference should support your brand positioning. Your brand’s frame of

reference is the foundation of its positioning. It will determine the points of parity the brandhas to meet in order to be considered a legitimate player, and highlight opportunities todifferentiate.

Point Of Parity

</div>Trang 9<div class="page_container" data-page="9">

Point of differentiation

The point of difference is the image that they reflect Pepsi is trendier and cooler withan image of young people and celebrities while coca cola is an emotional brand. This is dueto the advertising campaigns they both spread.

Salience (identity-deep brand awareness)

Pepsi is one of the highest salience brands because of its breath and depth of brandawareness. the customers of Pepsi can identify the brand through the product categorymodel. Brand salience is an important first step in building brand equity, but is usually not

sufficient. Pepsi brand identity is through fun, community, fresh drink and main soda

Performance (meaning-point of parity and point of difference)

Brand performance transcends the product’s ingredients and features to include

</div>Trang 10<div class="page_container" data-page="10">

 Primary ingredient and supplementary features:

The primary ingredients are Carbonated Water, High Fructose Corn Syrup, Caramel

Color, Sugar, Phosphoric Acid, Caffeine, Citric Acid, Natural Flavor. Pepsi is sweeterthan Coke, so right away it had a big advantage in a sip test. Pepsi is also characterized bya citrusy flavor burst, unlike the more raisin-vanilla taste of Coke

 Product reliability, durability, and serviceability

Reliability measures the consistency of performance over time and from purchase to

purchase and Pepsi is much reliable because of their performance over time

 Service effectiveness, efficiency, and empathy

Service effectiveness measures how well the brand satisfies customers’ service

requirements. Service efficiency describes the speed and responsiveness of

service. Finally, service empathy is the extent to which service providers are seen astrusting, caring, and having the customer’s interests in mind

 Style and design.

Pepsi is an iconic American soda brand, and their logo is just as recognizable as the sweetbubbles of their celebrated drink.

Interestingly, the Pepsi logo has gone through a number of redesigns, with a completeshift in concept and feeling as the brand grew over time. Yet even non-soda drinkers (andCoke-lovers!) can instantly identify Pepsi’s logo and know what it represents.

 Price

Most of PepsiCo's products are priced based on the market-oriented pricingstrategy. The company's objective in using this strategy is to ensure that its prices are

competitive, based on other firms' prices and prevailing market conditions

Brand imagery (meaning-point of parity and point of difference)

One set of brand imagery associations is about the type of person or organization whouses the brand. This imagery may result in customers’ mental image of actual users or moreaspirational, idealized users. Pepsi use the images and colors for there branding such as bluecolor, joker and it is used to attract the teens as well as adults

Judgment (customer responses-positive accessible reaction)

</div>Trang 11<div class="page_container" data-page="11">

Brand judgments are customers’ personal opinions about and evaluations of the brand,which consumers form by putting together all the different brand performance and imageryassociation

Brand Quality

PepsiCo has strong global quality and food safety standards. We use qualifiedingredients, approved suppliers and follow all applicable regulations issued by regulatoryauthorities. Our products are traceable, which enables us to quickly investigate and addressany potential concerns in the marketplace

Brand Credibility

Customers may also form judgments about the company or organization

behind the brand. Brand credibility describes the extent to which customers see the brand as credible in terms of three dimensions: perceived expertise, trustworthiness, and likability.

Pepsi is seen as

(1) competent, innovative, and a market leader (brand expertise)

(2) dependable and keeping customer interests in mind (brand trustworthiness)

(3) fun, interesting, and worth spending time with (brand likability)

Brand Consideration

Pepsi is the famous brand, known by almost every individual around the world. Itsred, white and blue logo has caught many eyes and attention and it remains in theconsideration set of customers

Brand Superiority

Brand equity is a major strength of Pepsi. It has a strong image and large customerbase. Brand equity does not just help it with marketing its brand and product portfolio butalso helps retain customers. It has strengthened its brand equity by investing in quality andtechnological innovation

Brand Feelings (customer responses-positive accessible reaction)

</div>Trang 12<div class="page_container" data-page="12">

Brand feelings are customers’ emotional responses and reactions to the brand. Brandfeelings also relate to the social currency evoked by the brand there are different types ofbrands feeling in Pepsi

 Warmth :

The brand evokes soothing types of feelings and makes consumers feel a sense ofcalm or peacefulness. Consumers feel sentimental, warmhearted, or affectionate aboutpepsi

 Excitement:

Pepsi makes consumers feel energized and that they are experiencing somethingspecial. Pepsi generate a sense of elation, of “being alive,” or being cool, sexy amongteenagers as well as adults