ASSESSMENT SUBMISSION & DECLARATION

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PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 01. MARKETING PROCESSES AND PLANNING

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ASSIGNMENT TITLE INDUSTRY ANALYSIS AND ENVIRONMENTAL BUSINESS AUDIT

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 Table of Content

Marketing…………………………………………………………………………………....01

PepsiCo Overview……………………………..…………………………………………….02

SWOT……………………………………………………………………..…………………05

PESTLE……………………………………………………………………………………...06

Marketing Mix………………………………………………………………………………07

Media Plan………………………………………………………………..…………………09

References……………….………………………………………………………………..…10

Marketing: Definition and Key Concepts

“Marketing:
“Is the method used by companies to market and sell their goods and services. To increase sales
and preserve client relationships, it entails comprehending client needs, adding value, and
communicating clearly. The primary goal is to draw in and retain clients by offering goods and
services that satisfy their needs”

1. Customer Focus: Understanding and meeting the demands of customers is one of the
fundamental components of marketing.
2. Value Creation: Developing goods or services that benefit the target market.

3. Exchange: The transaction in which goods, services, or cash are exchanged between a
company and its client.
4. Communication: Using a variety of channels to interact with and inform clients.
Types of Marketing:
1. Traditional Marketing:
“Includes offline methods such as TV, radio, print ads, billboards, and direct mail”
2. Digital Marketing:
“Covers online strategies like social media marketing, email campaigns, and search engine
optimization SEO”
3. Content Marketing:
“Blog posts, videos, infographics, and podcasts”
4. Social Media Marketing:
“Employs platforms like Facebook, Instagram, Twitter, and LinkedIn to connect with customers”
5. Influencer Marketing:
“Takes advantage of the influencer’s reliability and reach to attract potential customers”

6. Email Marketing:
“Employs modified emails to join directly with customers” Pepsi is one of the most recognized
soft drink brands globally, produced by PepsiCo, Inc., a leading food and beverage company. It
was first introduced in 1893 under the name "Brad's Drink" by pharmacist Caleb Bradham and
was later renamed "Pepsi-Cola" in 1898. Initially, the drink was designed as a refreshing boost to
help with digestion.”

PepsiCo Overview:
 Founded 1965
 Headquarters: Purchase, New York, USA
 CEO: Ramon Laguarta
“PepsiCo has a wide product portfolio and is not just limited to soft drinks but also includes
snacks, bottled water, and different kinds of food and beverages. Key Products by Pepsi:
1. Pepsi Variations:
• Pepsi Original: The same old-fashioned cola-flavored soft drink
• Pepsi Zero Sugar: A zero-calorie version of the original product
• Diet Pepsi: A sugar-free, low-calorie choice that was first made in 1964.
• Pepsi Wild Cherry: Besides the normal variety of Pepsi, it manufactured a cherry-flavored
drink
• Pepsi Lime: A classic concept of a drink made noble by the presence of a little bit of lime.

2. Mountain Dew:
• A popular lime-flavored fizzy drink.
3. Gatorade:
• A brand of sports nutrition beverage that aims to hydrate and restore proper electrolyte levels in
sportspersons.
4. Aquafina:
• PepsiCo's conceptual water bottle that is suitable for all who want a healthy and convenient
drink.
5. 7UP:
• A prized carbonated soft drink with a hint of lemon and lime.
• 7Up, another, more important company, is not dependent upon its partnership.
It is needless to say that the interaction amongst distinct departments is vital for the well-
functioning of the organization since it helps improve communication, simplify procedures, and
allow for coordination.
This includes the following advantages:
Efficiency and productivity: Given that teamwork lowers redundancy and combines skills
across organizational departments, tasks will be done quicker and resources will be managed
more efficiently in the long run.
Better communication:
More open communication can break down hierarchical barriers, resulting in faster information
sharing and faster solutions.
Entrepreneurial spirit: Diverse groups within a corporation provide for a range of perspectives,
which can lead to more creativity.
Better judgments are made simultaneously when many departments integrate their goals and
interact with one another.
Resource constraints: It makes it possible to use company resources and technologies more
effectively, which lowers expenses and enhances project performance.
Engagement: Employee motivation has increased as a result of departmental collaboration,
which boosts morale and skill development.
Risk management: Integration guarantees improved conflict detection and resolution.

SWOT Analysis
PEST Analysis
“Better communication: “More open communication can break down classified barriers,
resulting in faster information sharing”
Spirit of entrepreneurship: Having multiple teams in the same company• Political: Trade tariffs
that affect operations, rules pertaining to the environment, and regulatory demands about sugar
satisfied.
Economic:
“Subject to changes in the world economy, rising product costs, and the impact on consumer
disposable income”
Social: an increasing need for sustainability, a movement in lifestyle that arranges convenience,
and a trend toward health-conscious items.
Technological:
“the introduction of healthier options, the growth of digital marketing, and supply chain
technologies that improve efficiency”
This analysis underlines the necessity for Pepsi to adapt and innovate in light of regulatory
changes, health trends, and consumer preferences, while capitalizing on its robust global brand
and diverse product offerings.
Analysis of Pepsi's 5Cs:
1. Company: “A well-known worldwide brand with a diverse product line that includes snacks
and beverages”
Despite its reputation for innovation, it faces criticism for its effects on the environment and
health.
2. Customer “Appealing to a wide range of people, from youthful shoppers to adults who are
health-conscious”
3. Competitors, Coca-Cola is the main rival.
Coca-Cola has an advantage in beverage brand loyalty, although there are competitors in terms
of product variety (snacks and beverages) and sustainability initiatives.
4. Collaborators: “Upholds solid alliances with e-commerce platforms, retailers, and suppliers”
5.Context.” Pressure for plastic usage and waste management”

Marketing Mix of Pepsi

Advantages of the growing popularity of health-conscious products and
1. Product:

1. Pepsi provides a wide range of drinks, such as Mountain Dew, Diet Pepsi, and Pepsi, in
addition to snacks like Lay’s. Packaging: Creative and environmentally responsible
packaging options are highly valued.
2. Cost: Competitive Pricing: Pepsi bases its rates to match those of rivals like Coca-Cola.
Promotions: To increase sales, the business offers seasonal discounts and package offers.
3. Location: Distribution Channels: Retail outlets, food service facilities, and online
shopping portals are all part of Pepsi's extensive distribution network.
4. Promotion: - Sponsorships: To increase visibility, the company collaborates with
significant events, such as the Super Bowl.
PepsiCo successfully regulates its strategies to align with market trends, striking a balance
between growth opportunities and operational hurdles.
Pepsi uses a number of methods and techniques to accomplish its objectives:

1. Diversification of Products
2. International Growth
3. Reasonably priced
4. Initiatives for Sustainability
5. Online Advertising
6. Efficiency of the Supply Chain
• Strategy: Using both traditional and digital marketing techniques.
• Strategy: Putting social media strategies into action.
The process by which companies advertise and sell their goods and services is known as
marketing.
• SWOT
•Strength:
“Broad product offers, extensive distribution networks, and a solid reputation as a brand”
• Weaknesses:
“A strong reliance on core soda items and unfavorable opinions about sugary drinks”
Opportunities” include the development of e-commerce, growth in emerging regions, and the rise
of health-conscious beverages.
• Threats: “Coca-Cola competition, legal issues, and changing customer preferences”
Plan for PepsiCo's Media

 “PepsiCo's need to provide products that meet consumer wants is a key component of its
marketing strategy.
 PepsiCo discovers new trends and learns about consumer preferences through in-depth
market analysis and research, which helps the company create cutting-edge goods that
appeal to its target market.
 PepsiCo's strategic emphasis on brand diversity is demonstrated by its wide range of
products.
 PepsiCo can reach a wider range of customer demographics and sectors by effectively
managing this diverse portfolio, which will increase its market presence.”
 A strong focus on investing in health Embrace innovation sensibly: Continue looking into
new marketing options.
 Recognize Your Audience: Set Up Sustainability:
 Use environmentally friendly practices in your marketing and business operations.
 Utilize Online Resources: Benefit from search engine optimization, email marketing, and
social networking.
 The success of creative marketing, significant investment, and a deep comprehension of
consumer preferences are all demonstrated by PepsiCo's path.
References:

PepsiCo Products | Global favorites for every taste

Pepsi Marketing Mix and 4Ps (Updated 2023) | Marketing91
Pepsi Marketing Strategy: The ultimate plan to get people to say "I think I like it" (buildd.co)
Pepsi Global Marketing Strategy: Innovations and Success in a Competitive Landscape –
Latterly.org
thestrategystory.com/2022/12/06/pepsi-business-model-marketing-strategy-distribution-channel/
Pepsi’s Marketing Strategy Explained - Marketing Explainers
Unveiling Pepsis Strategic Marketing Tactics - Osum
PepsiCo Marketing Strategy: PepsiCo’s Dynamic Marketing Strategy Revealed (voymedia.com)