Pepsi’s Growth and Marketing Strategies

Introduction The Pepsi-Cola Pepsi beverage business was founded by a pharmacist named Caleb Bradham who made special drinks and soft drinks in the backyard of a pharmacy in New Bern, North Carolina (Pepsi Co, 2004). It has become one of the major soft drinks today with retail sales worldwide reaching about $ 20 billion (PepsiCo Inc., 2003) There are various products all over the world including Pepsi, Pepsi, Pepsi, Lucian . The purpose of this report is to summarize and analyze Pepsi's growth strategy and marketing strategy.

Currently, there are many soft drinks on the market, but one brand is very attractive and has an interesting marketing strategy, Pepsi. It was introduced to the world by Pepsi in the 1890's. Pepsi Cola entered the Thai beverage market by Sermsuk Company Limited in 1952. Since then, we have advocated a very popular slogan "More Better, Better and More" (Sermsuk Public Company Limited, 2006). However, So far, the market situation of Thai soft drinks is influenced by health trends. Therefore, maintaining and expanding its market share is a big issue for Pepsi. They must survive and adopt appropriate strategies to maintain market growth. Integrated marketing communication (IMC) is one of the effective strategies that researchers believe solves existing problems in the business field.

Growth of this market is primarily at the expense of soft drinks and soft drink manufacturers such as Coca-Cola and Pepsi actively enter into the development of "new hybrid soda / energy drink, marketing strategy change, distribution and purchase" doing. New brand "8 Youth: Promotion of non alcoholic energy drink market for teenagers and young people is definitely the core consumer group of energy drinks.The emergence of recent alcohol energy drinks and the packaging between these two kinds of products Given the similarity, I am worried about this reality.

For the past 40 years, Pepsi has established itself as a "frontier" soft drink, and consumers are called "Pepsi generation". Pepsi 's marketing campaign is targeting young consumers. For example, PepsiCo North America launched Pepsi Blue with a blue, berry-like extension with Pepsi's trademark this summer. Pepsi Blue Crew is targeting teenagers who tend to switch brands and the team is participating in a summer course to interact with young people. The wave of this new product reflects the strategic change of these companies. In the past six to eight years, the non-carbonated beverage market has achieved strong growth