PepsiCo is known as the food and Beverage Company having economy opportunities for the company global growth. The company exploits its potential in the unfamiliar markets and trying in monetizing such opportunities (Bhasin, 2017). The other step which the PepsiCo can further take is in diversifying the business with the healthy products for the alert buyers. The nutrient and the portion information can be included in the products and be able to launch the line of products for the clients who are aware and are shy from the products that contains sugar and results into fattening.
PepsiCo use multi-segment sort of positioning and consequently, the company targets larege number of consumer segment at one time with various services and products packages. In support, Pepsi-Cola is positioned as one of the soft drink which tastes high-quality and also had the pleasant stimulating impact. However, Pepsi-Cola contains an eminent amount of sugar and is not positioned for the consumers, those have concerns related to their helath implications while intense use of the carbonated soft drinks (Kish, Riskey & Kerin, 2001). For this precise consumer segment PepsiCo offers Diet Pepsi, which is positioned as a soft carbonated drink containing less sugar as compared to the Pepsi-Cola and other soft drinks (Bhasin, 2017).
The organisation penetrates further into the developing countries having great potential and enormous population that is migrating towards the western lifestyle. Company also needs to tackle the conservationism and the depressing publicity related to ecological degradation. The Corporate Social Responsibility initiative such as water conservation, recycling, pesticide regulation, energy conservation and packaging reduction, that the group is already focusing and is to be taken and highlighted to encourage the company and win consumers in large ("Pepsi Marketing Mix", 2017). The marketplace risk that originates from the company having the handful of signature products which can be further reduced through the diversifying portfolio of the products. This reduces the threat and risk from the rivals. The advancements in technology management and innovations can overall improve the supply chain and production competence of the organization. Thus the technical research is to be implemented and promoted for enhanced performance of the organization (Bhasin, 2017). The company needs to focus on the superiority check and the organization control in order for preventing the bad publicity and to focus on the innovative marketing and the promotional efforts for further building and maintaining the brand image.
The bottom line is that company is nowhere without the effective and attractive promotions. However, Pepsi is not only making its existence, but is also thriving in the marketing.
Bhasin, H. (2017). Marketing management of Pepsi - Pepsi Marketing mix and 4 Ps of Marketing. Marketing91. Retrieved 14 August 2017, from https://www.marketing91.com/marketing-mix-of-pepsi/
Dudovskiy, J. (2017). PepsiCo Segmentation, Targeting and Positioning - Research Methodology. Research Methodology. Retrieved 14 August 2017, from https://research-methodology.net/pepsico-segmentation-targeting-and-positioning-2/
Kish, P., Riskey, D., & Kerin, R. (2001). Measurement and tracking of brand equity in the global marketplace ? The PepsiCo experience. International Marketing Review, 18(1), 91-96. https://dx.doi.org/10.1108/02651330110382014
Pepsi Marketing Mix. (2017). Marketingteacher.com. Retrieved 14 August 2017, from https://www.marketingteacher.com/pepsi-marketing-mix/