Marketing Plan- Phase 1

Essay by patricci10College, UndergraduateA+, July 2008

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An effective marketing plan is the foundation for any successful business. The marketing plan is the blueprint for how the company will position its product in the market to adequately compete for business. In a society where consumers seek for healthier drinking alternatives, Pepsi will take the opportunity to address this particular need. To capitalize on the healthier alternative wave, this paper will discuss a creative product that will allow healthy seeking consumers to experience the ultimate drinking sensation. After a careful SWOTT analysis, an effective positioning strategy campaign will be implemented as this selected market will allow Pepsi to fully and effectively integrate a total marketing effort.

Background: PepsiOne of the most popular soft drinks known to consumers is Pepsi; however Coca-Cola a prominent soft drink competitor around the world. Although Pepsi is the figure head of the billion dollar corporation much more success is behind the name.

Pepsi Corporation employees over 185,000 workers worldwide in order to effectively and efficiently operate the corporation.

With more than 39 billion dollars of revenues worldwide and the ability to sale goods in over 200 countries makes the Pepsi Corporation a leader in convenient snacks, foods, and beverages.

To achieve billions in revenues the corporation is made up of three different entities. The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB) and PepsiCo International (PI) (, 2008). Each division is controls different products. PepsiCo Americas Foods consist of Frito-Lay North America, Quaker Foods North America and all of the Latin America businesses. The beverages in North America and all of Latin America is managed by PepsiCo Americas Beverages. All other business which includes the United Kingdom, Europe, Asia, Africa, and the Middle East is managed by PepsiCo International.

As stated on the company's website the organization is relatively young...