CONSUMER BEHAVIOUR

PRESENTATION ON PEPSI PRODUCT

 GROUP MEMBERS INTRODUCTION
• Areeba Waqar
• Komal Asghar
• Shiza Riaz
• M. Hassain Qadeer
• Hamza Naeem
• Haris Shahid.
 COMPANY INTRODUCTION
• PepsiCo is a global leader in food and beverages, with over 23 brands
under its portfolio. Known for its iconic products like Pepsi, Lay's,
and Tropicana, it operates in over 200 countries. offering a broad range
of products from snacks to drinks.
The company’s diverse portfolio allows it to cater to various consumer
needs across regions.
PepsiCo’s market presence spans beyond beverages to include healthier
alternatives and snacks.
With a strong brand identity, it enjoys widespread recognition globally.
 PRODUCT INTRODUCTION
• Pepsi soft drink
Pepsi is a flagship carbonated beverage that has become synonymous
with refreshment and bold taste.
Over the years, it has introduced variants like Pepsi Zero Sugar to meet
changing consumer preferences.
The drink’s success stems from a mix of strong brand positioning and
innovative marketing.
Pepsi continues to dominate in the global soft drink market, competing
fiercely with rivals like Coca-Cola.
It caters to a broad audience, offering multiple options to fit diverse
tastes and lifestyles
 PEPSI TARGET AUDIENCE
• Pepsi targets a youthful, trend-conscious audience aged 18–25, primarily
urban and suburban.
The demographic includes tech-savvy, active individuals who seek
vibrant, energetic experiences.
Pepsi appeals to consumers who enjoy social gatherings, sports, and
entertainment.
This group is highly influenced by modern digital trends and brand
loyalty, making them prime targets for Pepsi’s marketing.
Pepsi tailors its campaigns to resonate with the dynamic lifestyles of
today’s young generation
 PEPSI SEGMENTATION
• Pepsi employs demographic, psychographic, and behavioral
segmentation to reach a diverse audience.
It appeals to various income groups, ensuring affordability and
accessibility across the market.
Through psychographic segmentation, Pepsi positions itself as a brand
for energetic, fun-loving consumers.
Behavioral segmentation focuses on customer habits, with Pepsi
adapting to social occasions and regular consumption.
The brand’s segmentation strategy ensures that it remains relevant to
both occasional drinkers and daily consumers.
 DEMOGRAPHIC SEGMENT
• Pepsi uses a mass marketing approach, focusing on a broad audience
across demographics.

• Age: All age groups, from children to seniors.

• Gender: All genders, as soft drinks are not gender-specific.
• Income: Target low, middle, and high-income groups.Affordable pricing
ensures accessibility across income brackets.
 PSYCHOGRAPHIC SEGMENT
• Lifestyle: Pepsi is positioned as a drink for everyone, whether for family
meals, parties, sports events, or casual relaxation.
• Values: Universal themes like refreshment, enjoyment, and
celebration that resonate with all consumer types.
 BEHAVIORAL SEGMENT
• Usage Rate: Both occasional and frequent consumers of soft drinks.
• Occasions: Everyday consumption, parties, celebrations, or meals.
• Loyalty: Pepsi appeals to both loyal customers and those who switch
between brands based on availability or preference .
 PEPSI UNDIFFERENTIATE TARGET
• Broad-Based Target Audience
The entire market is treated as a single segment.
No specific group is excluded; the product is marketed as a drink for
everyone, anytime, anywhere.
• Rationale for Undifferentiated Targeting
Mass Appeal: Soft drinks have universal appeal and are consumed by a
wide range of demographics and psychographics.
Economies of Scale: A single marketing message reduces costs and
increases efficiency.
Strong Brand Identity: Pepsi is widely recognized and associated with
fun, energy, and refreshment, making it suitable for a mass market
 PEPSI POSITIONING BY USER
• Key User Segments for Positioning
• Youthful Socializers:
• Who they are: Teens and young adults who prioritize fun, social
connections, and entertainment.
• Why Pepsi suits them: Pepsi’s branding and campaigns focus on
youth culture, pop music, sports, and social events.
• Active Entertainers:
• Who they are: People who enjoy parties, gatherings, and celebrations.
• Why Pepsi suits them: A universally loved drink that energizes and
elevates moments of joy.
 PEPSI POSITIONING BY USER
• Everyday Consumers:
• Who they are: Individuals across all demographics who seek
refreshment during meals or breaks.
• Why Pepsi suits them: Affordable, convenient, and widely available
for daily consumption.
 POSITIONING MAP BY USER
• To reflect user-based positioning,
we can plot Pepsi's target users based
on Occasions and Lifestyle Appeal:
• Axes:
• Lifestyle Appeal: How aligned the
product is with vibrant, youthful, or
energetic lifestyles.
• Occasions: From everyday
consumption to special moments
(e.g., parties, events)
 PEPSI BCG MATRIX
• Stars (High Growth, High Market Share)
• Position: In certain high-growth markets (e.g., developing regions or
where the carbonated beverage market is expanding), Pepsi can be
considered a Star.
• Why?: Pepsi holds a strong position and invests heavily in advertising,
branding, and sponsorships in these regions to maintain its dominance
and capitalize on growth
 BCG MATRIX
• Cash Cows (Low Growth, High Market Share)
• Position: In mature markets (e.g., North America, Europe), Pepsi is a
Cash Cow.
• Why?: The carbonated soft drink industry is stable with slow growth in
these regions, but Pepsi generates substantial revenue due to its high
market share and brand loyalty
 BCG MATRIX
• Question Marks (High Growth, Low Market Share)
• Position: In markets dominated by local competitors or where health-
conscious alternatives are rising (e.g., premium waters, organic
beverages), Pepsi may fall into the Question Mark category.
• Why?: Despite the industry's growth potential, Pepsi faces stiff
competition from niche brands or shifting consumer preferences .
 BCG MATRIX
• Dogs (Low Growth, Low Market
Share)
• Position: Pepsi is unlikely to fall
into this category globally but
may occupy this position in
specific markets where it has
failed to gain traction due to
cultural preferences or strong
local competitors
 PEPSI ANSOFF MATRIX
STRATEGIES
• Market Penetration (Existing Products in Existing Markets)
• Objective: Increase sales in existing markets.
• Strategies for Pepsi:
• Aggressive Promotions: Increase promotional activities like
discounts, combo offers (e.g., with fast food chains like Pizza Hut or
KFC), or loyalty programs.

• Increased Advertising: Focus on digital and social media campaigns

targeting younger audiences. Examples include TikTok challenges or
collaborations with influencers.
 ANSOFF MATRIX

• Boost Availability: Ensure Pepsi is stocked in all convenience stores,

vending machines, and eateries.
• Occasion-Based Marketing: Position Pepsi as the preferred drink
for holidays, sports events, or celebrations.
 ANSOFF MATRIX
• Market Development (Existing Products in New Markets)
• Objective: Expand into new geographical or demographic markets.
• Strategies for Pepsi:
• Expand Geographically: Enter untapped markets in rural areas or
developing nations with customized packaging sizes and affordable
pricing.
• Target New Demographics: Market Pepsi to older age groups by
emphasizing nostalgia or pairing with meals.
 ANSOFF MATRIX

• Local Customization: Adapt marketing messages or flavors to align

with local cultural preferences (e.g., more tea-flavored drinks in East
Asia).
• Collaborations: Partner with regional influencers or brands to build
local appeal.
 ANSOFF MATRIX
• Product Development (New Products for Existing Markets)
• Objective: Develop new products or variations for existing
customers.
• Strategies for Pepsi:
• Healthier Variants: Launch low-calorie or sugar-free versions (e.g.,
Pepsi Zero Sugar) to cater to health-conscious consumers.
• Flavored Pepsi: Introduce unique flavors (e.g., lime, cherry, or
seasonal variants) to retain interest.
 ANSOFF MATRIX

• Packaging Innovation: Offer eco-friendly packaging or unique

designs for limited-edition releases.
• Bundling with Snacks: Develop complementary product combos
with PepsiCo’s other products like Lay’s or Doritos.
 ANSOFF MATRIX
• Diversification (New Products in New Markets)
• Objective: Enter new markets with new products.
• Strategies for Pepsi:
• Healthy Beverage Market: Launch non-carbonated products like
juices, flavored waters, or energy drinks targeted at health-conscious
consumers.
• Functional Drinks: Enter the wellness space with electrolyte-infused
drinks or plant-based beverages.
 ANSOFF MATRIX

• Snacking + Beverage Combo: Leverage PepsiCo’s expertise to

create ready-to-go snack-and-drink packs for time-pressed
consumers.
• Cross-Industry Ventures: Explore partnerships in industries like
fitness (e.g., gym-branded hydration products) or entertainment (e.g.,
Pepsi-branded merchandise).
 SWOT ANALYSIS
• Strengths (Internal Advantages)
• Strong Brand Equity: Pepsi is a globally recognized brand with
significant customer loyalty.
• Extensive Distribution Network: Widely available in supermarkets,
restaurants, vending machines, and online.
• Diverse Product Portfolio: Includes variants like Pepsi Zero Sugar,
Pepsi Max, and flavored options, catering to a wide range of consumers.
• Aggressive Marketing: Iconic advertising campaigns and sponsorships,
including sports and entertainment events.
 SWOT ANALYSIS
• Weaknesses (Internal Challenges)
• Health Concerns: Increasing consumer shift towards healthier
alternatives affects the perception of sugary soft drinks.
• High Competition: Faces stiff competition from Coca-Cola and local
beverage brands.
• Dependency on Carbonated Beverages: Limited success in
diversifying beyond carbonated drinks.
 SWOT ANALYSIS
• Opportunities (External Factors)
• Rising Demand for Low-Calorie Drinks: Opportunity to expand
healthier product lines.
• Expansion in Emerging Markets: Potential for growth in Asia, Africa,
and Latin America.
• Sustainability Initiatives: Innovating eco-friendly packaging to appeal
to environmentally conscious consumers.
• Digital Marketing Trends: Leveraging social media and influencer
marketing to connect with younger audiences.
 SWOT ANALYSIS
• Threats (External Risks)
• Regulatory Challenges: Taxes on sugary drinks and stricter health
regulations could affect sales.
• Economic Fluctuations: Inflation and economic instability may impact
consumer spending.
• Shifting Consumer Preferences: Growing demand for non-carbonated
and functional beverages could erode market share.
 INDUSTRY ANALYSIS
• Market Trends
• Growth of Health-Conscious Products: Consumers prefer low-sugar,
organic, and functional beverages.
• Sustainability Focus: Increasing demand for eco-friendly and
recyclable packaging.
• Premiumization: Consumers are willing to pay more for quality and
innovative flavors
 INDUSTRY ANALYSIS
• Competitor Analysis
• Coca-Cola: Pepsi’s primary competitor with a stronger hold on global
market share and brand recall.
• Local Brands: Region-specific brands that cater to unique cultural tastes
and preferences.
• Other Beverages: Rising competition from non-carbonated options like
iced teas, juices, and energy drinks (e.g., Red Bull, Gatorade).
 INDUSTRY ANALYSIS
• Consumer Trends
• Health-First Choices: Growing interest in calorie-conscious and
functional beverages.
• Younger Demographics: Millennials and Gen Z prefer bold flavors,
brand engagement on social media, and trendy packaging.
• Convenience-Oriented: Demand for ready-to-drink, single-serve
options
 STRATEGIC
RECOMMENDATIONS
• Target New Market Segments:
• Expand into rural and semi-urban areas in developing countries.
• Focus on older demographics by positioning Pepsi as a nostalgic and
meal-friendly beverage.
• Enhance Product Features:
• Develop more sugar-free and functional variants (e.g., Pepsi infused
with vitamins or natural sweeteners).
• Offer customizable packaging options for special occasions.
 STRATEGIC
RECOMMENDATIONS
• Adjust Marketing Strategies:
• Increase digital and influencer marketing campaigns targeting younger
consumers.
• Highlight Pepsi’s commitment to sustainability through advertisements
and packaging innovation.
• Collaborate with food delivery apps for exclusive combo deals
 CREATIVE EXECUATION
• Key message: Pepsi is to go cold drink for every person having different
genders age income and occupation
• Story telling: In our add we are telling the story of a group of students
study from different department make sure to build their future bright
they are using pepsi to fresh up their mind and feel relax after a hectic
routine of educational life
• Techniques: We used currently trending AI virtual reality in our ad
• Plan visuals: props used in ad are books and pepsi drink
 PEPSI SLOGAN

•THIRSTY FOR MORE

•THANK YOU