PEPSI

Introduction: Pepsi is a soft drink produced and manufactured by PepsiCo. It is sold in many places such as retail stores, restaurants, schools, cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903.  PepsiCo brands are available in nearly 200 countries and territories.

Geographic Segmentation:

Region	Urban and Rural
Climate	Hot and Dry
Target Area	Domestic users, restaurant users, bars, schools &           college canteens.

Demographic Segmentation:

Age	14 to 40
Gender	Male, Female and Others.
Family Size	No bar
Life Cycle	Married and Unmarried
Income	4000+

Psychographic Segmentation:

Social Class	Middle Class and Upper Class
	Pepsi attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through advertisements.

IMC Tools of PEPSI:

1. Advertising: The mediums of advertising used by Pepsi are…..

A) Print Media: They print media for advertisement. Although very rare, they have separate department for print media.

B) Point of Sale Materials: Point of sale materials this includes, posters and stickers display in the stores and in different areas. It also includes Vizi cooler, Freezers, Display racks.

C) T.V Commercials: As everybody knows TV is a most common entertaining medium, so TV commercials are one of the attractive way of doing advertisement. PepsiCo does regular TV commercials on different channels.

D) Outdoor Advertising: Pepsi is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards. Billboards are usually found at cross roads, buildings, shops.

2.Direct Marketing: PEPSI uses direct marketing in many ways. First the company partners with various restaurants, movie theaters, etc. to carry its products.

3.Interactive/Internet Marketing: PEPSI uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. In the modern era of communication and networking, the company uses various social networking sites like Facebook, Twitter, YouTube to connect with the consumers.

4.Sales Promotions: A sales promotion is an activity that is implemented to boost the sales of a product or service temporarily. Pepsi does sale promotion in two ways to quickly increase sales.

A. Consumer Oriented Sales Promotion:

* Getting shelves

* Eye catching positions

* Under the crown scheme

B. Trade Oriented Sales Promotions:

* Discounts to retailers and stores

* Return back allowances

* Merchandising assets

* Free goods or free tours. 

5.Publicity/Public relations: It refers to non-personal communications regarding an organizations, product, service or idea not directly paid or run under identified sponsorship. Today, the company can still use the word of mouth advantage. For instance, when PEPSI produces a new product and someone on his/her lunch break purchases that new product and enjoys it, he/she will tell others how great the new product is. This will cause others to purchase the product and in turn increase the sales.Pepsi sponsors events in cricket, football, music etc. 

6.Personal Selling: PEPSI has many salespeople who are individuals representing the company to communicate, sell, service and build relationship with customers. These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week.

My Opinion: The purpose of writing this article is to show how a global company uses its IMC tools to promote its products, services all over the world. Here I have mainly pointed out the market segmentations and IMC tools of PEPSI. The datas, images, videos were collected from internet (Website & FB page of Pepsi, YouTube, Google etc.). There may have been lack of some information, but still I hope the readers will get a good idea about the company’s market segmentations and IMC tools. For more info. you may visit the following websites: 

Pepsi Cola : The Official Website www.pepsi.com

                                                  www.facebook.com/pepsi