Marketing Management: PepsiCo Incorporation - Essay Sample

A:Part A What Influences me to Buy PepsiCo Company Products

PepsiCo is an international food and beverage manufacturing company that has its headquarters in New York. I am a loyal consumer of PepsiCo products owing to the value proposition attached to its diversified portfolio of products. In this regard, the organization's products satisfy my needs as opposed to similar commodities by its competitors such as Mondelez international, Redbull, Monster Beverage, Coca Cola, and Britvic. Firstly, PepsiCo has nutritious consumer category products that meet my nutritional needs. The company provides consumers with food and beverages with different levels of dietary contents to consider (PepsiCo, 2019). Secondly, the company has an excellent reputation besides its standing in the industry. As such, PepsiCo is one of the largest and recognizable brands in the industry. Its products influence me since it is of high standards for human consumption.

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Thirdly, it trades in quality food and beverages that are worth consumer spending. Some of its products such as Pepsi, Doritos, Dew, Lay's and Mountain, in particular, has gained worldwide acceptance owing to its quality and availability. However, competitors such as Red Bull focuses on providing customers with energy drinks. Accordingly, PepsiCo has a better value proposition since it has multiple optimum ingredients in its products. Unlike Britvic, PepsiCo also has a significant brand portfolio and distribution channels. This aspect implies that PepsiCo products have high availability in the global market compared to Britvic.

Company's Target Market Segmentation

Market segmentation plays critical roles in present-day marketing. According to Kotler and Keller (2011), market segmentation is the basis of identifying opportunities by dividing the market into segments. The company has four primary types of segmentation: geographic, demographic, behavioral, and psychographics. Firstly, geographic segmentation divides the market into domestic or international and urban or rural consumers. Demographic segmentation is a second technique, and it uses segmentation criteria such as age, gender, lifecycle stage, income, and occupation. Based on income, PepsiCo divides the market as high, above average and average earners. The third approach is behavioral segmentation where the company categorizes its consumers based on the degree of loyalty and personality (ambitions, determined or easygoing). The fourth criteria are psychographic where it uses social class and lifestyle as key segmentation criteria.

Markets that PepsiCo is Targeting

PepsiCo is currently targeting several markets across the global economy. Demographic and behavioral segmentation, in this case, are the two primary techniques that play critical roles in reaching out to the target markets. These markets are young consumers especially women aged 25 to 50 and the working class seeking refreshment and satisfaction. Pepsi's marketing campaign entitled "Think Young, Drink Young" suggests the markets that the organization is targeting. This advertisement shows Crawford, a young woman buying Diet Pepsi from a distributor operating a vending machine. The lady is shown drinking Pepsi product in slow motion. Behind her are two teenagers standing along the fence and seems to be admiring the woman. The advertisement ends with Crawford returning to her private car where she finds small children mysteriously seated (PepsiCo, 2018).

In this perspective, PepsiCo advertisement is designed to elicit envy among other psychological responses. The boys admiring Crawford at the fence communicate to the viewers that Diet Pepsi enable young women to remain attractive as they grow to a parenting age where they start a family. This advertisement, therefore, alludes that PepsiCo is targeting young couples. Consumers in this demographic constitute the organization's largest target market for beverages and food products. Crawford taking the drink in slow motion means the company is targeting the working segment that is seeking good taste, enjoyment, and refreshment after work.

References

Kotler, P., & Keller, K. (2011). Marketing management 14th edition. Prentice Hall. Retrieved From : https: //socioline.ru/files/5/283/kotler_keller_marketing_management_14th_edition.pdf/url/http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf

PepsiCo. (2018). "Think Young, Drink Young" PepsiCo Advertisement. Advertisement Video Clip. Retrieved 4 7, 2019, from https: //youtu.be/1MANLaYGHFc/url/l/ https://www.youtube.com/watch?v=1MANLaYGHFc&feature=youtu.be

PepsiCo. (2019). Nutritional information is specific to U.S. PepsiCo products. Retrieved 4 7, 2019, from HYPERLINK "https://www.pepsico.com/brands/nutrition" https://www.pepsico.com/brands/nutritionhttps: //www.pepsico.com/brands/nutrition/url/