Essay Title: 

Pepsi-Cola, Customer analysis

April 3, 2016 | Author: | Posted in company analysis, mathematics and economics

Pepsi-Cola , Customer Analysis

Table of Contents

Company Analysis .3

Brand Analysis .3

Customer Analysis .4

Cultural and Social Values .4

Perception of the Brand .5

Motivation .5

Personal Values .6

Impact of Advertising . 7

References .8

Appendix .9

Company Analysis

Pepsi-Cola represents a huge market of beverages and drinks being a leader in beverages and foods industry . The company builds a strong competitive policy worldwide aimed to create a core of loyal supporters and compete on the national scale . Its [banner_entry_middle]

opportunities are closely connected with product image and product range . To sustain strong market position , Pepsi-Cola takes into consideration needs and wants of buyers their life style and preferences it analyzes perspectives opportunities and possible threats connected with stereotypes and brand perception in this geographical region

The current market is diverse in terms of supply and demand . In the industry , there are few large competitors including Odwalla , Perrier Coca Cola , and Cadbury-Schweppes , and smaller competitors such brands like Heineken , Budweiser , Fresh Samantha and Evian . Using unique marketing strategy and brand name , Pepsi-Cola wins the mind share of consumers . During the last five years , the US beverage market shows low rates of economic growth . Composition of demand determines how industry perceives , interprets , and responds to buyer needs . According to recent data analysis , the beverage giants have a problem – growth in the sales of their flagship carbonated products are at a near standstill in the key U .S . market , with 1 growth or less (Industry brief Beverages , 2003 . Recent years , the remarkable feature of beverage industry in the USA is imbalance between supply and demand . Strong market position of the company in the North America is based on brand loyalty and high quality of Pepsi ‘s product range . On the other hand the growth of Pepsi-Cola sales was 7 .5 in 2004 and reached 8 ,313 .0 million . Another determinant of this situation is low incomes of many families which prevent them to buy high quality products proposed by Pepsi-Cola . The big three carbonated beverage makers [Pepsi , Coca Cola , and Cadbury-Schweppes] now exist in a stable oligopoly that changes only by small increments and which controls over 90 of the market (Industry brief : Beverages , 2003 . Product positioning of Pepsi-Cola is characterized by establishing trustworthiness , confidence and competence for customers . In 2004 , the market share was 31 .7 , the second place after its direct competitor Coca Cola (43 .1 . Taking into account a brand position , Pepsi had 11 .5 market share competing with Coca-Cola (17 .9 of market share (see Table 1

Customer Analysis

The customers of Pepsi-Cola belong to different age groups and life styles . Individual buyers behavior is determined by number of factors including personal differences and tastes , their lifestyle and fashion trends . The quality of a firm ‘s strategy is ultimately decided by customer perception . Operating results such as sales and profits are measures that depend on the level of psychological value created for customers : The greater the perceived consumer value , the better the strategy

Segments Market (US million ) Notes… [banner_entry_footer]


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