Done By: Hamzah Ahmad Jan, Bilal-El-

Zein
To: Mr. Rodolph
 Mar ket in g i s a group o f costu mer s who
share th eir c omm on want s and need s, and
ma rket in g i s a creati ve ind ustry, w hich
inc lude s adve rtis ing, d istr ib uti on and
selli ng.

 Our m arket ing is a new di ffer ent product

about H OT I CE TEA by P epsi. The ma in
character is tics o f this product w ill be th e
hot and cool natu re of th e p roduct i.e . it
can be ser ve d a s a hot dr in k as well as a
cold drink i n bo th way it wil l give the same
satis facti on to th e c us tomer and there wil l
be no weath er restr ic ti ons fo r th is product
and it can be used through out th e yea r.
 Pepsi Co is a worl d le ader in sui tab le food s
an d be ve rages, with rev enues of about $2 7
billion and ov er 143, 000 emp loyee s.
 Pepsi Co br an ds are av ail abl e in nearly 200

coun tr ies.
 Pepsi Co' s brand na me s are ov er 100 -

years- old, but the corporation is rel ative ly

youn g.
 Pepsi Co was foun de d in 19 65 by th e

com bin ing of Pe psi-Co la.

 Li pton is th e biggest selling re ady-to-

drin k tea br and in th e United States.

• In Asia, they sel ected Lah ore to make their
region al off ice. Th is was done in 19 70 . This
region al off ice is monitorin g al l th e
operation s carrie d out in South West Asia.
• Th e plan t op eratin g here is Ri az Bot tl er s
(Pv t) LTD. Thi s plant was esta blish ed at
Lah ore in 197 4. The tota l cap acit y of th e
plant is 30, 000 cas es per day.
• Th ey have four fil ling lin es in th e pl ant
operatin g on th e three sh if t bas es. Each
sh if t is of eigh t hou rs. They hav e
perman ent work for ce of 750 peop le and
th e emp loyee app roxim atel y 10 00 peop le
 Th e last coup le of years, the heal th be nefits
of tea hav e gain ed wid e cove rage in th e
media.
 Studies cont inue to sh ow the ben eficial

prop erties of teas, with heal th be nef its

rangin g from lowe r ch ol ester ol le ve ls to
imp rov e ar terial heal th an d de creasin g
ch anc e of canc er.
 Th e soft dr in k in dustry’ s val ue has

inc reased, the vol ume sal es of carb on ated

sof t drinks has de creased due to a large
prop or tion of consum er s wh o ar e making a
ch oice for th e tre nd tow ards heal thi er
al ternati ves in the functi onal dr ink segm ent
 Pepsi 's top comp etitors for th e sof t drinks
indust ry ar e coca col a (4 3. 6%) an d
Cadbur y-Sc hwe ppes (15 .8% of marke t),
which com bin ed, re pre sent abo ut 58% of th e
total mark et.
 Pepsi 's sh are is 42.7 % of th e total sof t
drin ks mark et
 Coc a- Col a Co is second with 32. 8%.
 Hot Ice Tea wil l launc h in to a cu rre ntl y not
prese nt subset of tha t mark et (RTD
“Read y-To- Dr ink ” Hot Ice Tea).
 th ey comp ete br an ds wit h each oth er, like
th ey comp ete Coke with Pepsi and Sprite
 CO CA CO LA is the direct competi tor of
PEPSI and al l ot her soft dr ink s in th e
ma rke t.
 Coc a-Col a Comp any ’s was ex cited in
188 6, th ey wer e th e worl d leading
ma nufactures, mar ke ter, and distributor
of non-al coholic be verage concentrat es
an d syr up s, wh ich ar e used to produce
nearl y 40 0 bev er age br an ds tha t make
up for our wide portf olio.
 Our cor por ate headqua rter s are
establ is hed in At lan ta, an d we are
hol ding loc al op eration s in over 200
 Th ere are two major tar get mar ke ts for
re ady-to-dr ink Hot Ice tea.
 Th ese are the emp loyee s, stude nts, and
oth er con sum ers who lead a busy
lifestyl e. Th e restl ess Pakista ni lif estyle
de mands for be st use of producti vit y with
lesser time-consu mp tion . Thu s, th er e is a
need for prod uc ts th at are reach abl e and
re adily av ai labl e.
 Th e other group is mad e up of health
con sciou s consu mer s, sp eci fica lly th e
you nge r who de mand an yth ing health y.
Th e posi tiv e re views as wel l as the
stu dies on th e be nefits of te a drin kin g
hav e an intere st in tea dr in kin g.
 Pepsi has a broade r product line and
outs tanding reput ation .
 Re cord rev enues and increasing mark et
sh are .
 Lac k of cap ital co nstrain ts (avail ability
of large free ca sh fl ow ).
 Great br ands, st rong dis tr ibuti on,
in nov ativ e cap abil it ie s
 Num ber one make r of sn ack s, suc h as
corn ch ip s an d potato chip s
 Pepsi Co sel ls th re e products through
th e same dis trib ution chan nel .
 Pepsi hard to insp ire visi on an d
direction for large glob al comp an y.
 Not all Pe psi Co products bear the
com pan y nam e.
 Pepsi Co is far aw ay from leade r Coca -
col a in th e internati onal mark et –
dema nd is highly elastic .
 Food div is ion sh oul d expan d
in te rna tiona lly
 Nonc ar bon ated dr ink s ar e th e fastest-
gr owin g pa rt of th e in dustry
 Th ere ar e inc reasi ng tre nd tow ard
heal thy foods
 Focus on most impo rta nt cu stomer trend
"Conve nie nce" .
 Pepsi is bl ame d for pesti cid e r es idues in thei r
produ cts in one of their mo st promi sin g
eme rgin g mar ket e. g. in I nd ia
 Over 50 percen t of t he company 's sale s co me
fr om Fr it o-Lay; th is is a th rea t i f t he ma rket
take s a do wntu rn
 PepsiC o now competes with Cadbu ry
Schwe ppes , Coca-Cola, and Kraft fo ods
(bec ause of b roade r produ ct li ne ) whic h are
well- run and f in ancial ly s ound compet it ors.
 Siz e o f comp any wi ll de ma nd a v aried
market in g p rogram; Socia l, cultu ral, economic ,
polit ic al and gove rnm en tal constrains .
 To sta rt aw are strongl y abou t the lau nch
of Hot Ice Tea th rou ghout Gener ation
(1 0- 29 years ol d) con sumer s as we ll as
th eir par ent s.
 Th e mess age for promotion of th e “Hot
Ice Tea is a health y drink for sp or ty and
youn g peop le who simp ly enjo y taking
care of th eir bod y and lif e. ”
 Tel ev ision
 Rad io
 Mag azin es
 Internet
 Outd oor s: bil lb oards
 Per son al sel ling: direct contac t
 Publ ic rel ation s: mall s, sports
events and specia l display
 Publ ici ty: confe rence
 Con venienc e sto res
 Inde pende nt food
stores
 Dis count store s
 Multip le grocers
 Direct sale s