Marketing Audit: Pepsi Austrlian

Essay by changqingwUniversity, Bachelor'sA-, May 2005

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The purpose of this report is to conduct a marketing audit of the product Pepsi, assessing its performance, and providing recommendations for future consideration. C & A Consulting assessed Pepsi on a local and global level. Successful global marketing plans can be adapted to Australia provided it is consistent with product positioning and suitable for the Australian market.

Pepsi-Co Inc. is the second largest soft-drink company in the world, behind its direct competitor, Coca Cola. Pepsi also faces competition from indirect sources, such as sports drinks, tea, and alcoholic beverages. The major difference between Pepsi and Coke is the target market to which the colas are aimed. Pepsi aims its product specifically to the 'younger generation', whilst Coke aims to appeal to a more general market. A SWOT Analysis, which compared them, identified Pepsi's major strengths such as an experienced management team, a competitive product line, the marketing segment, and high scale revenues.

A key opportunity lies in the he huge market beside Pepsi's target market of twelve to twenty-four year olds.

Market research is critical at Pepsi, as it minimises risk. Consumer behaviour issues relevant to the purchase and consumption of Pepsi can be complex and multifaceted, resulting in people consuming Pepsi for reasons beyond satisfying a physiological thirst.

The product and branding strategy of Pepsi focuses on appealing to the 'younger generation', offering a unique flavour, with a better taste than Coke. Extensive research confirms that Pepsi does taste better than Coke, and this has maintained to be a strong selling point over the years. PepsiCo Inc. is consistently involved in developing and introducing new products, following consumer demand for healthier and/or calorie-reduced drinks.

Pepsi delivers a consistently high quality product, at a competitive price. The price of Pepsi, which is mass distributed, varies depending on...