We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Plan for Crystal Pepsi - Term Paper Example

Comments (0)
PepsiCo was founded in 1965 following a merger between Pepsi-Cola and Frito-Lay. Its motto is ‘Something for everyone’. The company operates in over 200 countries across the globe and generates sizeable net sales annually. …
Download full paper

Extract of sample
Marketing Plan for Crystal Pepsi

Download file to see previous pages... PepsiCo was founded in 1965 following a merger between Pepsi-Cola and Frito-Lay. Its motto is ‘Something for everyone’. The company operates in over 200 countries across the globe and generates sizeable net sales annually. Crystal Pepsi was first introduced in 1992 but was withdrawn by the end of 1993 due to very low sales. However, it is possible to re-launch the product through intensive marketing activities and flavor changes.The company’s first priority is to build and manage its brand through the yet to be established Brand Charter. Above all, the company needs to increase its marketing endeavors to be able to compete effectively with the giants in the industry. The company intends to generate over $1.78 billion in net sales before the end of 2015 from Crystal Pepsi by investing about $850 million in marketing endeavors within the next three years, ending 2015.The mother of PepsiCo was Pepsi Cola Company, which was founded in 1898 in North Carolina. In 1965, PepsiCo was formed following a merger between Pepsi-Cola and Frito-Lay. PepsiCo motto is ‘Something for everyone’, a statement that perpetuates consumer inclusion. The company produces assorted beverages and snacks, which are sold in over 200 countries across the globe. PepsiCo generated net sales of $66.5 billion and $57.8 billion in 2011 and 2010 respectively.
1.2 Past Crystal Pepsi.The introduction of Crystal Pepsi in 1992 was informed by health concerns, especially increasing levels of obesity. As a result, PepsiCo promised its customers and consumers that it will use healthy ingredients to produce products and provide health benefits in its products. Since its inception on 12th April 1992, Crystal Pepsi had been perceived as a fad because it failed to deliver its value propositions to its consumers (Susan 53). In addition, its name was controversial, especially when connected with the brand Pepsi known to many for its coke products, which are considered to contain caffeine and caramel. In fact, it tasted like coke though colorless thus confusing the consumers. As a result, its sales momentum faded in 1993 and it was thus discontinued. 1.3 Strategic Opportunity Most people are becoming health conscious, therefore, there is need to provide products that meet their needs. According to PepsiCo Chief Executive Officer (CEO) Ms. Nooyi, PepsiCo need to be refocused to accommodate emerging needs of health conscious consumers. In response to this need, the company continues to invest to grow its nutritional business from $10 billion to $30 billion in annualized sales by end of 2030. Again, PepsiCo needs to advertise more. Unlike, Coca- Cola Company whose products are featured regularly in most advertising, PepsiCo brands appear less in commercials. As a result, Coca cola and diet coke are brands that rank first and second before any Pepsi product because it spends more on advertising. If PepsiCo positions itself properly, it will gain from 14.5% growth expected to be experienced in the industry by the end of 2016 to reach annualized sales of $222.7 billion (Market-Line 22-26). 1.4 Objectives 1. To sell over 407.6 million litres of Crystal Pepsi and generate about $400 million from North America, Canada, China and Middle East regions by 31st December 2013 2. To sell over 611.4 million litres of ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
Marketing plan
Market segmentation-----------------------------------------------------------------4 4. The target market and the target group------------------------------------------5 4.1 Target group ---------------------------------------------------------------6 4.2 Analyzing the target group-----------------------------------------------7 4.3 Identifying the target group----------------------------------------------7 5.
20 Pages(5000 words)Term Paper
Marketing Plan
In this report, the marketing plan of Creations for You has been presented. The situation analysis suggests that marketing for wedding services is becoming lucrative because people want to organize memorable functions without having much focus on costs. Rather than visiting the different service providers for wedding arrangements, people prefer hiring a planner which may organize everything for them.
10 Pages(2500 words)Term Paper
The economic recession has facilitated a significant shift in the consumer buying trends. This has triggered and affected the finical stability of bottled water category. It is imperative to note that, environmental issues immensely affect Fiji Water Company.
8 Pages(2000 words)Term Paper
Marketing Plan
The study will offer a marketing plan for a newly developed Wine Bar in Sweden. Wine bar business is one of the profitable businesses around the world. A potential crowded place is required in order to establish a wine bar business. Finch wine bar is trying to enter in the potential and competitive Swedish wine market.
5 Pages(1250 words)Term Paper
International Marketing Mix Tutbury Crystal
The branding and positioning of a high end lifestyle product like crystal is of utmost importance to give its market value a lift. The crux of our paper is the development of an international strategy for the marketing of a new product developed for the lifestyle segment by Anukul Designs along with the crystal produced by Tutbury - a British manufacturing company in India.
28 Pages(7000 words)Case Study
Experimental Marketing Study for Pepsi

This study includes independent variables such as; wholesalers, manufacturers, retailers, and promotions. It is evident that the dependent variables (demand and cost) are directly affected by the independent variables (wholesalers and manufacturers). The analysis targets a domestic market of $2 billion.

1 Pages(250 words)Assignment
Marketing Plan

The author states that the recent economic downturn has made the current consumer base to change the grocery-shopping trend. The current customer base includes young singles; younger childless couples and mile aged childless couples. On equal measure, the current target audience includes the married women with children and busy mothers.

11 Pages(2500 words)Term Paper
er soda pop organizations understood that when individuals go to have a nibble they search for a beverage too, and with buyers searching for the sound choice pop organizations similar to PepsiCo were losing clients. PepsiCo presented the "Force of One" in which PepsiCo acquired
16 Pages(4000 words)Research Paper
This amount was to be distributed on the basis of ideas that these organizations and individuals had for making the globe a better region. This money was to be distributed in chunks of $5000 to $250,000. This case even focuses on the method of advertising the
3 Pages(750 words)Case Study
Marketing and Financial Plan
The method will assure that there is a ready market for their product. Secondly, Enhance should have a connection with other companies. By this, we will be able to source customers from other company. The will increase Enhance number of consumer they reach.
5 Pages(1250 words)Term Paper
Let us find you another Term Paper on topic Marketing Plan for Crystal Pepsi for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us