Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Demographic PepsiCo is a multinational corporation that expanded into Canada in 1934. The company opened the first of its many future bottling plants in Montreal, Quobeck, and it is, at present, the leader of the Soft Drink Market in Canada. In order to maintain its competitive edge in this market, PepsiCo Canada is faced with an important and complex problem: How can the company properly implement marketing strategies for the famed “Pepsi Challenge” in order to increase market share with the technologically advanced Millennial generation and what would this social media driven campaign look like?

In order to answer this question, three strategic alternatives have been developed. Alternative one outlines Alternative two would include II Problem Statement The Canadian division of PepsiCo is faced with the problem of deciding which market segments to target and developing a social media driven marketing plan to effectively increase the impact of the Pepsi Taste Challenge in order to maintain control of the Soft Drink Market and increase market share.

Ill SOOT Analysis of Micro and Macro environments Micro Environments (refer to Appendix l) Competitors: PepsiCo competition in the soft drink industry can most defiantly be seen as a weakness. Coke, Pepsin’s largest competitor has a larger market share in OTOH the US and other places in the world for soft drinks. As Coke fights in this extremely competitive market, PepsiCo may begin to lose momentum in Canada and may see a fall in market share. Marketing: The advertising firm that PepsiCo has worked with for the Pepsi Challenge is BAD.

This company has done work for some very popular brands and has won multiple awards, making it a strength in PepsiCo marketing strategy. Bodes mission statement says it all as it repeats, “the work, the work, the work… “. Customers: PepsiCo does not sell directly to customers but instead sells through rockery stores, wholesale distributors, mass merchandisers, and other types of stores and restaurants. This would be a strength because it gives very strong exposure to the product whenever someone is shopping and Pepsi does not have to bear the costs of displaying and selling its product to individual customers.

Suppliers: PepsiCo has a strong supply chain network with over a hundred suppliers for inputs and production. They have a very strong system set up to get their products to their customers and would therefore be considered a strength. Publics: Because of the movement towards healthier foods, the publics effecting PepsiCo can be seen as a weakness due to an increased focus on health. Public groups that advocate for healthier products in schools will limit the amount of Pepsi soft drink sales.

Company: PepsiCo objective as stated in their 2011 year report is to, “…. Increase and capitalize on the already high coincidence of snack and beverage consumption”. They are using the Pepsi challenge to create and strengthen brand awareness as to increase market share, and this strong push in market research and analysis makes their company goals great strengths. Management: According to their year- end report, PepsiCo is a great and very averse place to work. There are many workers of many ethnically backgrounds as well as great leadership.

The management team this far has effectively led the company into a controlling Canadian market share. The management team consists of an array of talents and skills that make for a well-balanced corporation. Accounting: PepsiCo has an RAG (accounting and governance) rating of average. Their accounting department is large with very detailed information on their finance reports. They provide vast financial information needed to make decisions but there is room for noted improvement and therefore, the accounting department would be noninsured a weakness.

Finance: Financially, PepsiCo is in strong standing due too high stock rating. Its investment choices and initiatives have been widely successful. Their methods for investment and financial planning are well thought out and will continue to bring the company added success outside the realm of immediate sales. Research and Development: PepsiCo has a large number of products in both the snack and beverage industry. They continue looking for new ways to reinvent the Pepsi product for new audiences, as well as making new product lines for items like juice and snacks.

Their innovation and insight into potential market segments make the research and development department a strength. Purchasing: As seen in their strong supply chain, the purchasing of chemicals, and bottling materials is very streamlined and efficient. Operations (Production/Service Process): Due to the large amount of suppliers as well as a system for getting those supplies to the stores, the operations department is very well run. However the large amount of suppliers has led to confusion in the past and is therefore a weakness. Sources: please see Endnotes for all relevant sources.

Macro Environments (Refer to Appendix l) Demographic Forces: The demographic forces acting on PepsiCo can be seen as an opportunity. By choosing the demographic of the millennial generation, the company opens its market reach by potentially using social media marketing, as the key characteristic of the millennial generation is its love of technology. Millennial are aware of the amount of time spent online, as well as the interaction online with friends, classmates and colleagues. Although millennial do not have a large amount of money, they hold influence over their parents, who do.

Through down aging (older people wanting to feel younger), and age blurring (younger people wanting to feel older), millennial are becoming an example to older and younger generations of buying habits what they do. Also the millennial generation is more frivolous with its spending habits because of the notion that if they spend now, there is still plenty of time to regain what is lost because they are relatively young compared to the rest of the country. The millennial generation is also less concerned about health than generation x or the baby boomers and will cling to the brand that provides convenience for them.

Millennial have not yet built loyalty too brand, so it is important to target them and build this loyalty for future sales. It is important to target the millennial generation, but we cannot forget about existing markets that still hold the potential for consistent revenue and market share growth. Economic Forces: When looking at economic forces there were also opportunities and threats to Pepsi Co.. In Canada, our employment rate has risen (unemployment has fallen), which means people are making more money to spend on extras. The ‘Average hourly earnings’ has increased too.

Canada’s public debt has also fallen (See Appendix II). The convenience and portability that bottled drinks provide an opportunity to those that do work because it saves them time. “GAP per capita” has also increased meaning that people are spending more money as time increases. A threat that was observed was that annual spending on housing and building permits increased. If people are using their disposable income on huge investments like that, their disposable income is at risk of decreasing, therefore the amount spent on soft drinks could potentially decrease as well (Refer to Appendix Ill).

Natural Forces: What the uncontrollable forces of nature do can have serious impact on an industry like PepsiCo. The ever increasing oil prices are driving prices for transportation, packaging and factory prices higher which is a huge disadvantage to the company (See Appendix ‘V). Aluminum prices have dropped though, which is good for can production. An important ingredient that has gone up in price is corn. It is used in the production of sugar, and as prices go up it becomes increasingly difficult to maintain a competitive price advantage and to keep producing Pepsi products efficiently.

A social factor that is influencing natural forces is the ever increasing focus on environmental safety and sustainability. Efforts in anti-pollution measures and environmental awareness have greatly impacted the market for soft drinks due to plastic bottle production and disposal, aluminum production or cans and agricultural practices for the ingredients. Technological forces: Technology is everywhere and always evolving. The more technology a company uses to help make consumers lives easier (particularly millennial) the better. With advances in social media (Faceable, Twitter, Tumble, etc. Companies can advertise and get quick feedback. If you look at the Faceable fans for Pepsi, there are far less than Coca Cola, so that is both a threat of intention. To overcome this threat, using bar code scanners for prizes, or using the Pepsi challenge to create Youth videos (see alternative solutions for more) would be well advised. The current system for production is very efficient due to the technology. The threats that exist in technology would include the possible alienation of Francophone customers through the use of social media, as Francophone customers are less likely to utilize social media.

Also, current technology may not be completely environmentally friendly, but as long as PepsiCo adapts as time passes, they will meet the challenge presented. Regulatory/Political Forces: The government can either aid or inhibit an industry by creating laws that regulate their products. If a company is able to follow the laws and prove to consumers that they obey legislation then they can be successful. In this particular case, political forces would be considered a threat. If they do not meet standards, there can be serious consequences.

The Food and Drugs Act ensures the ‘health, quality, composition and labeling requirements’ are fulfilled. Health claims are labels or ads that imply the relationship of health and your food or beverage. A unction claim can be made if your food has any health benefit to a consumer, but you must have research that it is healthy which can be costly. For the health conscious consumers this is important and could give you the advantage over a competitor, though in the case of PepsiCo it may be difficult with the health limitations of sugared drinks.

Labeling has to list factual nutritional data and cannot have any false information. The environmental legislation and protection laws are also key in the forces affecting the company. Cultural and Social Forces: The culture of our society has an impact on the opportunities and threats to Pepsi Co. For example, in Quebec there is a high market share for Pepsi products, which may come from the roots of PepsiCo Canada in Montreal. Although we may not have to focus on Quebec as much as the West, it is important not to neglect this market share there. Another force from society is the use of technology.

The millennial are the ‘technological generation’ and as a result, technology is deeply ingrained in modern Canadian culture. When looking at the North American market, the growing shift in environmental and health concerns is becoming integrated into mainstream culture. Minimizing the pollution to the environment is important, and ‘go green’ campaigns are never a bad way to reach these consumers. Due to the increase in childhood obesity, Pepsi has limits the amount of sugared beverages to middle and elementary schools, and promotes physical activity and healthy lifestyles.

If there is a failure to meet what society demands there is a huge threat to your company, but we feel that PepsiCo can observe the current society’s needs and build opportunities for itself. IV Market Segmentation For the Purpose of this analysis, the Soft Drink Market has been split into three main market segments. The primary market chosen is the Millennial Generation armorial is Western and Central Canada, while two secondary markets have been identified as the Baby Boomers, and then the Generation X population in Canada overall. (See Appendix V and VI for perceptual map of Pepsi vs..

Coke products and segmentation grid). Primary Market Segment: Millennial The Millennial population in Western and Central Canada is most appropriate for the target market because of many factors. First, the Millennial population will show increasing consumption of soft drinks because, although slightly concerned with personal health, they are more concerned with catering to personal convenience. Millennial show the highest trends in snacking and eating out at fast food restaurants. This could prove to be very profitable for PepsiCo due to increased sales of their product at fast food and convenience locations.

Furthermore, the Millennial have less disposable income than the older generations and therefore may look for cheaper alternatives for drinks. PepsiCo could play on this trend to increase its presence in the Millennial Market. As for the concentration in Western Canada, there is more room for potential growth in the Western and Central Provinces such as Ontario, Alberta etc. ND these provinces have the youngest average population than those in Eastern provinces such as Quebec and the Maritime (refer to appendix VI’).

In addition to demographic reasoning, the Millennial are masters of technology and social media, leaving them susceptible to online advertising and to marketing initiatives via Faceable and Twitter etc. (refer to Appendix VI”). Finally, the Millennial generation is, on average, more educated than the older generations. As they Millennial progress through life and their education, they will find themselves in higher paying Job positions, thus making the potential profit gains from this enervation exceptionally lucrative, provided that PepsiCo targets the generation now and establishes brand loyalty.

Secondary Markets: Baby Boomers and Generation X Baby Boomers (sass’s – sass’s): The Baby Boomer generation is the most plausible secondary market segment because of its size and market power. The baby Boomer generation comprises the greatest percentage of the current Canadian Population (See Appendix ‘X) and as such, should not be left out of the equation when targeting specific markets. Effort should still be allocated to the Boomers as statistics show that they are currently the highest consumers of soft drinks in Canada u to habits and established brand loyalty.

Generation X (sass’s – sass’s): Generation X is also an important market segment for the PepsiCo marketing initiative because they are the parents of the millennial generation. Generation X is a tougher demographic to market too as their morals, habits and financial status are quite unique. They have higher amounts of disposable income but it is usually spent on higher end luxury goods. However there is potential to reach the Generation X population in the Canadian market through the Millennial as their buying habits and preferences greatly influence the buying habits of their parents.

Also, playing on the old fashioned commercials suing familiar culture icons from the Generation X period as well as packaging etc. Could prove to be effective. V Strategic Alternatives Alternative 1: Millennial in Western and Central Canada using Social Media The needs of the millennial generation are energy, a carefree lifestyle, a great tasting product, and convenience. The marketing plan would be that every bottle would have a barded. This barrowed can be scanned to win prizes at Pepsi Challenge booths.

This adds extras for instant gratification. For example, every time o guess Pepsi, PepsiCo can update its social media information to create more brand awareness. Also, Pepsi can encourage this generation to make Youth videos part of their experiences. This campaigned would be the easiest to implement as this generation is very comfortable with social media, age blurring and down aging, and have not decided on their brand loyalty. The difficulties with this campaign would be that this generation holds, less money and discretionary income.

They lack the buying power of the older generations. Cost: The cost of this would be the prizes as well as the online ads. Revenue: This would create both brand awareness and good brand loyalty to the younger generations. This could help strengthen the brand through both viral and word of mouth marketing driving up revenue. Alternative 2: Target the Baby Boomer generation in Canada using familiar methods This generation needs a feeling of nostalgia. Some of Pepsin’s most ground breaking advertisements were targeted at this generation when they were younger.

We would target this generation using “nostalgic” advertisements on business sites, online news sites, as well as getting older celebrities in these advertisements. We old also create specialty limited edition, “old school” style bottling. The advantages would be that this generation is a huge market share. They have influence over kids as well as having large incomes. The disadvantage would be that many of people in this generation already have brand loyalty and it would be difficult for us to change that. Secondly, the design cost would be expensive due to the celebrity appearances.

Cost: The cost would be for the advertisements; the celebrity guest appearances; and a new batch of “old school” style bottles. Revenue: This campaign would strengthen brand loyalty as well as create a sense of nostalgia. Alternative 3: Generation X through familiar advertisements and healthier alternatives The needs of Generation X are good health and having money. The idea would be to implement Pepsi Natural (from UK) into North American markets and for Pepsi Max to be included in The Pepsi Challenge to prove the healthier alternatives than regular pop. We would also show enthusiasm for going green.

This can be shown by putting up advertisements up showing how environmentally friendly as well as healthy Pepsi is. The advantages are if we can show this generation that Pepsi is the healthiest and greenest option, they will buy the product. The disadvantages are that many already have brand loyalty and many have the idea that pop can never be healthy. Cost: Creating healthier products, as well advertisements to promote these products would be the cost and importing I-J healthier soda. Revenue: We could create more brand awareness as well gain more customers if we can convince this market.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

With a rich history, Lahore is a main ultra centre of Punjab and Pakistan. Being one of the most densely populated cities in the world, Lahore remains an economic, political, transportation, entertainment, and educational hub. It is also referred to as the “McHugh City of Gardens” due to the historic presence of McHugh gardens (Slammer Garden). 4-Few lines about PEST: PEST is external macro-environmental analysis of a market. Followed by it, SOOT is the micro analysis of an idea or a brand, service or a business. ) P= Political b) E= Economical c) S= Socio- Cultural d) T= Technological The analysis of a market is done keeping in view the above parameters. -political analysis: Generally political factors include government regulations, legal issues and define both formal and informal issues under which firms operate. I-Taxation on restaurants: In 1997-1998 Punjab Provincial Budgets, an additional 10% tax has been imposed on hotels and restaurants of the province. This was in addition to 12. 5% central exercise duty and 5% provincial tax levied on July 1996.

REF: Pakistan tax web 2-Crime: Like other metropolitan cities of Pakistan, Lahore also faced crime. But as compared to Karachi, situation in Lahore is relatively stable. Government has also taken measures by prohibiting late night dinners (not late till 1 1 pm) and gatherings. REF: Express news April 2012 3-Load Shedding: Pakistan at present is facing terrible power shortage which has affected nearly every person of every class and business. To manage it, Punjab Government has ordered all restaurants to be closed by 11 pm strictly. These orders were issued earlier in April. -Election 2013: Neither election campaign nor any other party expected to rule will affect restaurant business. Even in the past no such examples are available. Restaurant industry has always flourished in Lahore. 5-Food Inspection laws: After approval of act by Punjab Assembly, the provincial government had finally appointed Punjab Food Safety and Standards Authority (EPEES). The Job of this authority is to check adulteration and quality of entire food. The Punjab Government has signed a memorandum of understanding (MOM) with Europe based trade related technical assistance (TART) program to promote specialized training to officials.

Ref: News Thursday, Jan 12, 2012. Conclusion: As Pakistan is an underdeveloped country so it is still in a struggle to overcome the rower shortages and economical barriers, for this reason taxes are imposed on every industry for the collection of revenue. But this revenue is spent for the betterment of society e. G. Metro bus service in Lahore (2013). Like any other metropolitan city of the world, Lahore also faces high crime rates. But this has never been a barrier in the way of growing restaurant industry in Lahore.

Even New Orleans (USA) is ranked among the top 50 most dangerous cities of the world, irrespective of having well- organized police department. No city of Pakistan is in this list. Ref: www. Questionnaires. Com/most-dangerous-cities-in-the-world-2012 b-Economical Analysis: These include financial stability, buying capacity of consumer and development. 1 -Lahore economy: As of 2008, the city gross domestic product (GAP) by purchasing power parity (APP) was estimated at 40 million dollars with a projected growth of 5. 6%. This is at par with Karachi.

The contribution of Lahore to the national economy is supposed to be around 13. 2%. Lahore GAP is projected to be 102 billion dollars by year 2005 with a growth rate of 5. 6% per annum as compared to Karachi (5. 5%). Lahore Stock Exchange (ELSE) is the second largest stock exchange in the country. Lahore is the second largest financial hub of Pakistan after Karachi. 2-Development in Lahore: Due to growing economy and population, Lahore has faced rapid development in the past few years. To ease out road transport and avoid traffic Jams, 8 underpasses were constructed on Lahore canal in the last 10 years.

Lahore Metro bus service project was completed in the record period of almost two years. Other majorettes are ; Ring Road ; IT -rower ; Expo center ; Mall 99 ; MM Lam road renovation ; Kalmia Chow under pass and over head bridge Muslim town over head bridge Ref:local. Lahore. PCwick? Id=economy The economy of Lahore is growing and stable. Restaurant industry has been a major contributor to it e. G. MM Lam road (also called Modern food street). Development in Lahore has been on the higher side as compared to any other city of Pakistan.

This will promote more industries to it. Lahore Metro bus service is unique and first of its type in Pakistan. MM Lam road has also been renovated to ease out the people. The access of people in different parts of city has become better due to completion of many road transport projects. This will also help to minimize fuel consumption and time loss. Over all it has encouraged people to come out of their homes and enjoy the lights of city. C-Socio-Cultural analysis: I-population: The population of Lahore was 7 million in 1998 and it is now 12. 5 million (78% growth).

Lahore is projected to Join Karachi in the lists of mega cities of world by 2025 according to I-JNI. Ref: Daily times Thursday February 28, 2008. Temporal population of growth of Lahore, Journal of scientific research June 2009 2-Migration: Due to growing economy and rapid development, Lahore has faced significant migration. The population of Lahore has increased to 3 folds in short span of life. Ref: Pakistan research Repository, Sprints. Heck. Gob. PC 3-Love for food: “Never doubt Lorries love for food” For Lorries, food is enough a reason to go to a place.

One thing Lorries have always been proud of is their food and eating habits. “The city and people of Lahore are famous of their eating habits. The Lorries love for culinary delights is in intrinsic part of culture. There are restaurants for all tastes and road side Dhabi across the length of city. ” Ref: Express Tribune, March sit 2012. 4-From Des to Fast Food: The doors of Lahore have always welcomed all kinds of tastes due to the love of people for food. The city is major business point for all types of restaurants like: ; Test ; Chinese ; Fast food ; Arabian (swarms) ; French and Italian.

With introduction of KEF and McDonald in 1998, they have wide spread not even in the city of Lahore but also to all over Pakistan. There are 14 branches of KEF in Lahore, second highest (after Karachi, 18 branches). Many new fast food chains have also entered the competition and running successfully. Most well-known are ; AFC ; Domino’s ; Pizza Hut Hardens 5-Future of fast food industry in Lahore: Pakistan currently ranked 6th in terms of population. It is characterized by highest population growth rate of 1. 9% (Pakistan economic survey 2005).

The growth rate is also augmented by a rapid increase in employment rates for males and females population aged between 20 to 29 years (fast food goers). Ref: 2005 world population data sheet Pakistan economy is becoming increasingly service oriented over the past several decades. Due to hectic work schedules for both males and females, a strong demand for fast food has increased. Ref: SEEMED 2006 This data is taken at national level, but definitely the major contributor in above data would be Lahore and Karachi cities, as they are the largest.

These cities are facing increased migration, population and increase in economy out of all cities of Pakistan. D-Technological Analysis: 1 -Availability of modern cooking utensils: Already multinational hotels (like PC hotels) and famous fast food chains (KEF, Pizza Hut and McDonald) are running their business successfully. They utilize modern and up to date cooking technologies. So availability of utensils of all types is not an issue. Through lox. Com. K and many other websites all utensils can be imported. -Availability of technical staff: Primarily COTTA Gail road) and TCP (Garden Town) institutes in Lahore, provide administrative and cooking related courses to candidates. 3-Availability of Space: Though prices have increased, especially in center of Lahore, but availability of space in not a botheration. 4-Good technical infrastructure: Already many fast food chains have attractive and technically well equipped infrastructure. This not only attracts the customers but also satisfies them relating to quality of food and service. New business planners can visit and take idea from hem.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Is a province of the Philippines located in the Central Luzon region. Its capital is the City of San Fernando. Pangaea is bordered by the provinces of Bataan and Gambles to the west, Tarmac and Uneven Juice to the north, and Vulcan to the southeast. Pangaea also lies on the northern shore of Manila Bay. Angles City, although within the geography of Pangaea, is classified as a first-class, highly urbanize city and has a government independent of Pangaea. The name “La Pangaea” was given by the Spaniards who found the early natives living near the ever banks.

It also served as the capital of the archipelago for two years from 1762- 1764 during the British invasion of Manila. The word pompano, from which the province’s name originates, means river bank. Its creation in 1571 makes it the first Spanish province in the Philippines. The Province of Pangaea is the culinary capital of the Philippines. ABOUT PANGAEA HISTORY Pangaea was the first province and the richest spoil created by the Spaniards in 1 571 . It was named after the Inducing Spamming River, the largest river in the former empire.

Ancient Pampas’s territorial area used to include portions of the provinces of Bataan, Vulcan, Uneven Juice, Panamanian, Tarmac and Gambles in the big Island of Luzon of the Philippine Archipelago. Pangaea, one of the richest provinces in the Philippines, was re-organized as a province by the Spaniards on December 1 1, 1571. For governmental control and taxation purposes, the Spanish authorities subdivided Pangaea into towns (pueblos), which were further subdivided into districts (barrios) and in some cases into royal and private estates (encompass).

RELIGION The province of Pangaea is composed of many religious groups but it is predominantly Roman Catholic. Pangaea province is also known to be the main seat of the Members Church of God International known to its religious program in television and radio Nag Dating Dana. Other religious groups are Giggles In Crisis, Most Holy Church of God in Christ Jesus, Jesus Is Lord Church, Seventh-day Adventist, Evangelicals, Islam, Gallingly, Jesus Miracle Crusade and many other religious groups. ECONOMY Farming and fishing are the two main industries of the province.

Major products include rice, corn, sugar cane, and tailpipe. In addition to farming and fishing, the province also supports thriving cottage industries that specialize in wood carving, furniture-making, guitars, and handicrafts. Every year during the Christmas season, the province of Pangaea becomes the center of a thriving industry centered on handcrafted lighted lanterns called “parasols” that displays a kaleidoscope of light and color. Other industries include its casket industry and the manufacturing of all Purpose Vehicles present in the Municipality of Sot.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Available internationally at several countries beyond Asia region ; Wide range of products for both male and female High quality products Low cost production and management Consistent productivity and creativity for every new season ; and essentials Asian cutting and measurement 7. 2 Weakness Still being introductory and strange in Malaysia Current only one store available within Malaysia

Product variety and launching based on the four seasons ; to import tax and currency conversion 7. 3 Opportunity Fashionable Higher cost due Emerging trends in the clothing and apparel markets; companies operating in the global arena are expanding their business activities ; Globalization has spurred greater simultaneity in fashion trends around the world; trends spread like wildfire around the world as well as in Malaysia ; Establishing of store at Buick Banning which is the most vibrant area of capital city, Koala Lump ;

Innovations in information technology have increased the speed with which information travels throughout the world ; Economy growth and civilization development are contributing to the high demands of consumer market. ; Low- price clothing and apparel are welcomed in Japan, presenting a huge business opportunity 7. Threats Difficulty of getting more market share due to competition from those competitors which has established in Malaysia earlier ; Lack of brand awareness and popularity due to low availability with only and one store in Malaysia ; Bad espouses for certain products which are not suitable and applicable in Malaysia due to climate and season issues.

Production Regions – The largest percentage of merchandise sold in UNIQUE business operations, which are the core activity of the Group, is manufactured in China and other countries in Asia and then imported into Japan. For this reason, in the event that major changes occur in the political, economic and/or legal environment and natural disasters are experienced in China and other producing countries, this could have an adverse impact on business results.