Marketing Plan for Pepsi Kane

Marketing Plan for Pepsi Kane

Description/Paper Instructions

Marketing Plan for Pepsi Kane

Running head: MARKETING PLAN 1

MARKETING PLAN 11

Marketing Plan for Pepsi Kane

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Institutional Affiliation

Marketing Plan for Pepsi Kane

Executive Summary

The purpose of this assignment is to analyze the marketing strategies that Pepsi will apply in launching Pepsi Kane in the American Market. Pepsi is a globally renowned company. It is a well organized multinational organization operating globally. In America, Pepsi has proven to be No. 1 in soft drink production.

Currently, Pepsi is facing stiff competition from Coca Cola after the latter launched its alcoholic drinks in 2016. For Pepsi to maintain its share in the U.S. market, I propose that they should launch Pepsi Kane to rival Coca Cola. Coca Cola’s primary advantage over Pepsi is its brand name and secret formula on its drinks. However, due to Pepsi’s quick diversification and aggressive marketing planning in promoting and creating new products and ideas, it has maintained its status quo in the U.S. market. Pepsi is operating with over 50 bottlers in the U.S.A.

These number of bottlers and larger market share among consumers are its primary strengths. Because Pepsi has collaborated with these bottlers, launching this new brand Pepsi Kane will be a success in that the bottlers would easily supply it. Moreover, these bottlers would distribute, produce, and assist in promoting the new product in the U.S.A.

Besides, this project would also conduct a SWOT Analysis on the alcoholic market and providing the strengths, weaknesses, opportunities, and threats the Pepsi Kane will face in this new market. The project would also define this new brand offering insights on the nutrients, ethanol percentage and other aspects to be included in the new drink. Looking at other aspects such as the marketing mix, competitor’s research, market segmentation strategy, and measurement and the analytic plan would also be essential in launching this new brand to the U.S. market.

SWOT Analysis for Pepsi Kane

Strengths

• We produce non-alcoholic beverage drinks that are fast-growing and lacks competition.
• Managers and employees of our company are well trained, and they have experience of working in other companies.
• There is a readily available market that will buy and consume our products.
• There is enough capital and equipment that enable the business operation to run successfully (Crawford, 2017).
• There is teamwork between the employees and the managers within the organization which makes it easy for the company to achieve its objectives (Crawford, 2017).

Weaknesses

• Some of the management team are not experienced, therefore, being inefficient.
• The company lacks enough capital that it can use to establish more branches. Opportunities
• There is a large demand for alcoholic drinks in the market where we can supply more products (Crawford, 2017).
• Large companies have stopped supplying smaller markets and we can take this advantage.
• There is a high demand for alcoholic beverage drinks in the market and we will use this opportunity to sell more of our products (Crawford, 2017).

Threats

• There are large market leaders who are very hard to displace.
• There are no barriers to entry of new competitors in the market making it inconvenient for our company.

Product and Service Definition

My selected company is Pepsi; this is a company that produces non-alcoholic beverage drinks and sells it to the customers. I propose a new product called Pepsi Kane which is an alcoholic beverage drink that has 10% alcohol content. There is a good marketing opportunity for the company to grow and expand its sales in the market (Crawford, 2017). A large number of people across the world like alcoholic drinks for different reasons. Pepsi plans to take care of these customers by providing them with healthy and nutritious drinks but with ten percent alcohol content. From the competitor research, we have done, there is still a need in the market whereby more customers require to have healthy and tasty alcoholic drinks (Crawford, 2017). Most alcoholic companies in the industry produce alcoholic beverage drinks with a high content of dangerous alcohol to the customers, some of the alcoholic drinks are not healthy and they have malicious side effects but Pepsi Kane will be an alcoholic drink with no side effects at all (Crawford, 2017).

There are many opportunities in the market that Pepsi plans to take with the introduction of Pepsi Kane alcoholic drink. A large number of customers across the world are alcoholic, Pepsi will supply them with Pepsi Kane which is nutritious and at an affordable price, this will make the company make more profit and take over other competitors (Esser & Jernigan, 2015). There is an increased focus and health and wellness by the consumers in the market. Pepsi Kane will be an alcoholic drink that will have ten percent alcohol content and it will not have any health effect on our consumers. We will produce nutritious drinks and sell them to our customers. Another opportunity we will take is being convenient for our customers, we will pack our drinks in cans to give our consumers ease of drinking, this will make us sell more of Pepsi Kane (Crawford, 2017).

Full-fledged Proposal for Executive approval

Pepsi has an opportunity to produce a healthy and nutritious alcohol drink called Pepsi Kane and sell it to the customers in the market. This is a very brilliant idea for the company because many competitors non-alcoholic companies on the market have only focused on producing non-alcoholic beverage drinks and energy drinks (Crawford, 2017). Pepsi Kane will be a non-alcoholic drink with a small percentage of alcohol. This will not have any side effect on the consumers. Most alcoholic companies have focused on producing drinks with high alcohol content which is very harmful to the health of the consumers (Crawford, 2017). Their drinks are also very bitter, and this discourages the people to consume more and those who consume the drinks they do not do it regularly The move is that they fear that they might develop kidney failure and other diseases, Pepsi Kane will be a sweet and delicious drink. This action will encourage more customers to buy the drink, therefore, Pepsi Company will be able to make more profit.

The drink will not have any side effect, and a customer can consume it as many times as he or she wants to a day. We will also pack Pepsi Kane drinks in cans. This will make it easy for our customers to consume our drinks. The drinks will also be available at affordable prices. We will ensure that we fulfill our customers’ demand and through this, we will be able to make more profit than other companies in the market (Crawford, 2017).

Our product is unique from others; it is an alcoholic beverage drink with 10% alcohol content. We have decided to make a drink that will be safe for consumption by any person because it is tasty and sweet and someone cannot realize if he or she is consuming an alcoholic drink (Williams & Williams, 2017). Our target audience is adults who are 18 years and above, these are people who like consuming alcoholic beverages and it is only Pepsi Kane that is safe for consumption because it has no side effects at all (Esser, & Jernigan, 2015). Our drink can be consumed by any person despite being male or female.

We target every alcoholic person. We are hoping to change the alcoholic behavior of people from across the world, we want them to adopt a Pepsi Kane an alcoholic drink that is safe for consumption and it also has nutritious contents, we want people to stop consuming alcoholic drinks that cause diseases to them or puts their lives at a risk (Crawford, 2017). Our geographic audience is placed with a large number of people who gather for entertainment, this place includes bars and restaurant, our drinks will also be available in supermarkets and other food and beverage stores (Williams & Williams, 2017). I think the perfect time for Pepsi to introduce Pepsi Kane is during the festive season such as December when most people are free and they enjoy themselves with their families or friends.

During this time, we will be able to sell more of our drinks if the chief executive officer and the management team will agree to do this. This opportunity is good for Pepsi because it will give the company a chance to expand and reach more customers in the market (Crawford, 2017). Also, it will be the only chance for the organization to serve customers with a good alcoholic drink that has no side effects (Williams & Williams, 2017). There are some challenges that I see with this new product, most customers in the market are used to non-alcoholic Pepsi drinks and they might start losing trust with our products, another challenge is that there are established alcoholic brands in the market and it is very hard to challenge them, so we will experience difficulties launching Pepsi Kane (Crawford, 2017).

Positioning Statement For Pepsi Kane

The purpose of launching Pepsi Kane is to produce a healthy product that would be able to offer customers various nutrients similar to what other Pepsi products have. People have longed for alcoholic products having the same taste like their favorite Pepsi beverages (Farazuddin, Ahmed, & Maddali, 2016). The action always forces these consumers to mix these products with other alcoholic drinks to have the company’s taste (Williams & Williams, 2017). Thus, launching this product to offer these customers with the opportunity of drinking Pepsi Kane that have similar taste other Pepsi’s non-alcoholic drinks.

Secondly, launching Pepsi Kane aims to diversify the company’s products. Over the years, PepsiCo has specialized in producing and selling non-alcoholic drinks. With the stiff competition, the company faces from Coca-Cola and Softa, launching this product would diversify the company’s products (Farazuddin, Ahmed, & Maddali, 2016). The company will not only serve the non-alcoholic consumers, but it will serve everyone who longs for Pepsi products.

Third, launching Pepsi Kane will increase the number of customers to Pepsi. Attracting alcohol consumers would be an added advantage to the company. Due to stiff competitors in the non-alcoholic drinks market, producing this product would increase the number of Pepsi’s consumers (Farazuddin, Ahmed, & Maddali, 2016). Moreover, customers will have a wider range of products to choose from enabling their customer base to grow.

With the alcohol percentage of 10%, Pepsi Kane will position itself as one of the best alcoholic products. It would not expose its consumers to alcohol consumption-related problems such as liver problems. Hence, this product would be healthy for human consumption.

Market Segmentation Strategy

PepsiCo segmentation strategy would be categorized as the essence of its primary marketing efforts. This segmentation involves categorizing the population into different groups about their characteristics (Williams & Williams, 2017). Besides, the organization would choose a particular group to consume Pepsi Kane.

MARKETING MIX

PRODUCT

• Our alcoholic beverage drink Pepsi Kane is healthy and nutritious with a ten percent alcoholic content. Our product satisfies our alcoholic customers who need tasty and nutritious drinks, instead for them to go and buy different drinks, they will just get what they need in Pepsi Kane at once therefore this will quench their thirst as well as make them happy.
• Pepsi Kane has different ingredients that are used to produce it, it contains some small amount of sugar to make it sweet, it has 10% alcohol content and other nutrients that are required by the human body. We know the needs of our customers that is why we decided to produce this unique drink because we are usually our customers will enjoy the taste.
• Pepsi Kane is a drink packed in cans, it will be easy for the customers to consume it because they will just open the can and start consuming the drink direct, it does not require bottle openers.
• Pepsi Kane will be a drink that can be consumed anywhere by our customers, once one has bought it anywhere, for example in a restaurant he or she can just consume it or even carry it and consume it from home. It is not restricted like other alcoholic drinks that are harmful to human health.
• Pepsi is a colorless drink that has a good taste because of the flavors that were used to produce it. The drink will be colorless and it will be packed in silvery cans so that it can look attractive to the eyes of our consumers.

PRICE

• Pepsi Kane will be a valuable product to our customers because it will have a good taste and nutritious contents that they need. Our drink will not have any side effect to our consumers so it will be safe for consumption anywhere anytime.
• Pepsi Kane will be available in available prices depending on the amount packed in cans. We will have smallest amounts which will be very cheap, so it will be easy for anyone to buy and consume the drink anywhere.
• Our pricing strategy will be very unique, most alcoholic beverage company do not have small amounts of drinks and their prices are very high, this discourages most of the customers to buy their drinks but Pepsi Kane will be very affordable, we will be able to access more customers in the market than other established companies.
• In addition, we will have discounts for our regular customers and those who purchase our drinks in large amounts, this will encourage more customers to come and buy our drinks because they know they will get a motivation.

PLACE

• our drinks will be available in different places across the world where our customers can access them with ease and consume it. We will supply our drinks in grocery stores where most people go for shopping.
• PPepsi Kane will also be available in supermarkets, bar and restaurants where individuals for entertainment and refreshment.
• Am sure we will be able to sell more if we use this strategy and the organization will be able to make profit.
• We will use the appropriate distribution channels to reach our customers. we will have online submissions where people can order our drinks and we deliver to them
• We will send some samples to other catalog companies so that they can help us distribute our drinks in the market.
• Our strategy will be very unique and different from our competitors because most of them do not have online submissions, we will use this opportunity to serve our customers where they are.

PROMOTION

• We intend to reach our customers using all the possible means possible, we will pass our marketing message to our customers in the market once we have completed with all the process needed to produce Pepsi Kane.
• We plan to reach our customers in the market using online advertising methods. We will use popular social media platforms such as Facebook and Instagram to reach a large number of people from across the world.
• We will post important information about Pepsi Kane in our website and Facebook page and the customers can ask questions or write their reactions about our products and we will provide a feedback to them.
• We will also advertise our products on Televisions and radios. We will be able to get more consumers because most of them watch Television and immediately after their favorite programs, they can also see advertisements about Pepsi Kane.
• We will also use billboards to advertise our products. There is seasonality in the market and we will launch our product in December when most of the people are on a holiday and they have time to enjoy themselves.
• Most of competitors use the internet to market their products, we have decided to use all the advertising methods so that we can reach more customers in the market.
• The cans will have the Name Pepsi Kane written there in green color and a large font then there will be some information about the ingredients and expiry date written in the can.
• We will produce different sizes of cans that will be holding our drinks, we will have 250ml, 500ml, 750ml and the largest size will be 1000ml. the main objective of having all the sizes is because we want to cater for the needs of all our customers.
• Pepsi Kane will be very different from other drinks from our competitors because it will be packed in good cans and it will be sweet and tasty with all nutritional contents.

Measurement and Analytics Plan for Pepsi Kane

PepsiCo will apply social media sites and number of sales it will make in the next near to measure and analyze how Pepsi Kane has been accepted and performing in the market. Through the use of social media such as Twitter and Facebook, the company will go through various customers’ comments and likes regarding this products (Garg, 2019). Customers usually air their feelings through these platforms. Thus, having good comments and likes on Pepsi Kane would mean that the product has been positively accepted in the U.S market.

Secondly, the number of sales of Pepsi Kane would also be essential in determining the success of this product. High number of sales in the coming year would indicate that the brand has a high demand; thus, allowing the company to increase its supply and production (Garg, 2019). Success of any product is always determined by the demand on the product.

References

Crawford, R. (2017). Marketing Channels and Logistics: A Case Study of Pepsi International. Ivory Resarch. com.

Esser, M. B., & Jernigan, D. H. (2015). Multinational alcohol market development and public health: Diageo in India. American journal of public health, 105(11), 2220-2227.

Farazuddin, S., Ahmed, F., & Maddali, A. (2016). Article on Pepsi’s Promotional Strategies. Journal of Management Research and Analysis, 3(1), 56-58.

Garg, R. D. S. (2019). Marketing strategies for packeged drinking water industry. Journal Current Science, 20(1).

Williams, R. L., & Williams, H. A. (2017). Origins of Today’s Marketing and Branding Strategies. In Vintage Marketing Differentiation (pp. 1-4). Palgrave Macmillan, New York.

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