MARKETING STRATEGY OF PEPSI

SYNDICATE 8
Ardini Paramitha

29115058

Mariana Nurlaela

29115052

Nabila Talitha H

29115044

Veni Cahaya P
Yangmi Putri N

29115110
29115069

Market Segmentation
Geographic
Geographic segmentation is divides its market on the basis of
geographical unit such as regions, countries, cities or neighborhood. As
we know Pepsi is a product that can be consumed everywhere so they
didnt really matter this segmentation type. Because Pepsi distributes
their product almost around the world. They enter the market all
around the world makes Pepsi more easily to find everywhere as they
enter the mass market.
Demographic
Demographic segmentation is divides its market by several variables
such as age, gender, income, occupation, education and etc. Pepsi use
this to segment the customer based on the age. Pepsi want their
product can keep the baby boomers and attracted the millennial. Age
segmentation for Pepsi are 13-16 years old, millennial (17-16 years
old), 28-40 years old, and 41-60 years old.
Psychographic
Psychographic segmentation deals with state-of-mind issues such as
motives, attitude, opinions, values, lifestyles, interest, and personality.
Pepsi divides buyer into different group based on social class and
lifestyle. Because people who have same demographic segmentation
can have different psycho graphically. Pepsis product is an affordable
product which focusing for lower and upper middle class product as
they can drink soda easily. As Pepsi soda is the fun product that will
attract people who has sociable and spirited lifestyle to experience the
sensation of the Pepsi.

Market Targeting
Based on segmenting above we target: Men and Female who is 17-27 years
old (millennial) from the middle class social life and the lifestyle
characteristics are sociable, spirited, and also achiever. Because Pepsi want
to attract millennial segment and keep the baby boomers segment. Mass
marketing targeting can be applied to serve all customer simultaneously,
Pepsi must develop multiple marketing programs. So, they can fulfill
different customer need that would give more benefit for Pepsi.

Image Differentiation
Pepsi has giant circular logo with red, white, and blue color. This logo has
differentiated Pepsi with its competitor, Coca Cola.

Positioning
Positioning refers to creating a mental image of the product offering and its
differentiating features in the mind of the target market.
According to Gandhi research
(http://www.worldairco.org/IJCMSS/May2014paper%2017.pdf), the reseach
showed that We recommend Positioning for Pepsi as a drink for the young
and the young at heart, embodying being sociable and spirited, feeling free,
and embracing change. Because as we know that Pepsi is an anytime
drinks, so

4P FOR PEPSI