Pepsico Demand Forecasting

7/29/2019 Pepsico Demand Forecasting

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DEMANDFORECASTING(PEPSICO)

MICRO-ECONOMICS


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Project Presented by

RAHUL RAJAGOPALAN 43

TINA FERNANDES 44

PANKAJ CHOUBEY 45

BHAVNA SHARMA 46

JANANI IYER 47


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About PEPSICO

The drink was firstmade in the 1890s bypharmacistCalebDavis Bradham inNew Bern, NorthCarolina.

The brand wastrademarked on June16, 1903.

The pharmacy ofCaleb Bradham, witha Pepsi dispenser
http://en.wikipedia.org/wiki/Pharmacyhttp://en.wikipedia.org/wiki/Caleb_Davis_Bradhamhttp://en.wikipedia.org/wiki/Caleb_Davis_Bradhamhttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/Caleb_Davis_Bradhamhttp://en.wikipedia.org/wiki/Caleb_Davis_Bradhamhttp://en.wikipedia.org/wiki/Pharmacy


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In 1931, at the depth of the Great Depression,the Pepsi-Cola Company entered bankruptcy

Pepsi's assets were then purchased by Charles

Guth, the President of Loft Inc On three separate occasions between 1922 and

1933, the Coca-Cola Company was offered theopportunity to purchase the Pepsi-Cola

company and it declined on each occasion

The present CEO and Chairperson of thecompany is Ms Indra Krishnamurthy Nooyi
http://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Great_Depression


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Pepsi-Cola Trademark


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Slogans

1999-2006: "Yeh dil maange more" (Hindi- meaning "This heart asks for more")

(India)

2009 "Yeh hai youngistaan meri jaan"(Hindi - meaning "This is our young

country my baby") (India)

2009"My Pepsi My Way"(India) 2010present "Youngistan ka wow."

(India)


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DEMAND FORECASTING

Demand forecasting is the activity of estimating

the quantity of a product or service that

consumers will purchase

Demand forecasting involves techniquesincluding both informal methods

Demand forecasting may be used in making

pricing decisions, in assessing future capacity

requirements, or in making decisions on whether

to enter a new market.
http://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Market_entryhttp://en.wikipedia.org/wiki/Market_entryhttp://en.wikipedia.org/wiki/Pricing


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MAJOR BRANDS

PEPSI

FRITO-LAY

GATORADE QUAKER OATS

TROPICANA

LIPTON TEA


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GROUP MEMBERS

Kalpesh (7506)

Anuj (7561)

Avni (7542)

Names Roll no.


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WHAT IS POSITIONING?

Positioning

Target Consumers Parameters Offered


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DEFINITION Positioning refers to the place a brand occupies in

the mind in relation to a given product class. Thisplace was originally a product related concept,concerning market structure. The concept now refersto the place that the brand holds in the consumersmind, related to perceptions and preferences.

- Michael Rothschild


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CASE STUDIESHero Hondas Glamour

Launched new model- Glamour Youth segment of market Developed segment of 125-cc

Bike with Quantum core engine It was priced Rs. 45,500Positioned saying Glamour for the youth who wantsglamour in everything


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Maggi Introduced by Nestle in 1983 It filled the vacant position in youthurban mothers mindIt claimed Good to eat, fastto cook, anytime snack


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Kelloggs Positioned cereal as a

breakfast food

Evening snack for kids


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7-up It was considered as mixer for hard liquor, laterpositioned as

an uncola soft drink Third position after Coke

and PepsiPositioned as You will not find an uncola ideainside a 7-Up can. You can find it inside the coladrinkers head


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BRAND SEEKS A LOCUS INCONSUMERS MIND THROUGHPOSITIONING

Positioninghelps to secureposition inperceptual spacewithin theconsumer's mindand retain it.

Perception in aparticular way,is whatpositioning is allabout.


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Tasks involved inPositioning

1.Deciding the locus:

Where to lodge your brand

in consumers mind?

2.Analyzing Competitors

Positioning: Is there a gap

somewhere?

3.Fixing the positioning

plank

4.Developing the valueProposition


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Tasks involved inPositioning

5.Ensuring the

Infrastructure/

Competitive Advantages

for Delivering

the Promise

6.Communicating the

Value Proposition to

Target Consumers

7.Monitoring How the

Positioning is Faring

in the Market

8.Repositioning the offer,if required


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Positioning is not

an after thought

Positioning isnot

synonymous with

promotion

ProductPositioning

Features


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Pro uct Positioning anBrand PositioningIssues in Product Positioning.

(Placing the Product Category).Issues in Brand Positioning.Perception mapping for studying

positioning possibilities.


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PRODUCT AND BRANDPOSITIONING OF OMNIProductPositioning:

Maruti positionedOmni in theproduct category ofMUV.

BrandPositioning:Within the MUVcategory Marutipositioned theOmni as lowpriced, high spacebrand.


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Revision in Omnis Product Positioning:Maruti revises Omnis category fromMUV to cars.


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REPOSITIONINGMeaningRepositioning of Hamam (1994)Repositioning of Complan (5 stages)


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PRODUCT POSITIONING ANDMARKET SEGMENTATTION Two sides of a coin

Products appeal takes place in thecontext of other suppliers features andappeals


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TARGET MARKET POSITIONINGOF EPSILONSHORT RUN STRATEGIESParticular card attributesVarious profile levels

Strengths and weaknesses

LONG RUN STRAEGIESFeatures and priceLine extension

Betas reactition


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TARGET MARKETING ANDSURVEY Card profile for Line Extension

Pattern of Survey


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THANKING YOU

Date post:	14-Apr-2018
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Pepsico Demand Forecasting

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