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Situational and marketing analysis for Pepsi Co

Paper Type: Free Essay Subject: Marketing
Wordcount: 3020 words Published: 2nd May 2017

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The main purpose of this summary of the AMP for an energy drink marketing plan is to highlight the main points. Variety of analysis tools to develop and market segmentation in the marketing mix has provided valuable information.

Pepsi soft drinks in the world, ranking # 2 manufacturer and ongoing research and new product development, has been investing money on. Since early 2001 the release of AMP, the energy drink market has become a major contender, but a problem between the brand and its competitors had established itself. AMP Mountain dew the original flavour basis. AMP following: B-complex vitamins has been improved, Taurine, the Ginseng, Guarana MDX5.

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The names of energy drink a lot of attractive male qualities, strength and power as men and sex is expressed. These features are more appealing to men than women. Energy drink market is now becoming very competitive one. They are all in the market trying to find identity, along with a lot of energy drinks to find out that they want to market their products, the type of person.

How much success is the location of AMP Energy Drink, it will affect the market. AMP’s positioning strategy, product, place, events will be developed on the basis of price. In order, to increase customer awareness of product advertising and promotion of highly publicized events are required. AMP of its products to reach the location is an important key market. AMP campus through the placement of the product, especially in vending machines throughout the bookstore, and the bars and nightclubs than they are here to provide access.


AMP energy drink Mountain Dew, PepsiCo owns the following brands. Who PepsiCo’s North American division of work in the United States and Canada is an international company. In addition, its international business with over 175 countries, operating in Mexico, along with PepsiCo the largest in the UK to work. This convenient food and beverage company is a leader of the world. For PepsiCo consist of Frito-lay, Pepsi Cola, Gatorade, Tropicana, and Quaker Foods is composed. “The success of PepsiCo high standards of superior product performance, distinctive competitive strategies and the integrity of our people is the result of a high.” Pepsi’s financial performance Overview of the mission and goals, and discuss corporate citizenship..

Mission and goals. PepsiCo’s mission is the nose “the world’s leading consumer Products Company focused on convenient foods and beverages. We offer the opportunity for investors seeking to produce healthy financial rewards growth and enrichment of our employees, business partners, and we operating and the community. And we have to do everything; we are honest, fair effort and sincerity. “This mission statement with the available, PepsiCo, it is responsible for the quality of life with the community, it associates to contribute to the said are reported.

“PepsiCo safe and healthy working environment and environmental responsible corporate citizen and is committed. It is our policy that all applicable environments is to comply with health and safety regulations.” Mission statement and their environmental commitment to the atmosphere by PepsiCo that continue to present their company’s success shows potential.


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Situation Analysis

PESTLE Overall

AMP energy drink in the functional beverage industry has growth potential. Functional drinks nutritional supplements and herbal medicines, known as the beverage is enhanced. This is a multi-billion dollar industry. Currently, PepsiCo for approximately 27 billion U.S. dollars in sales revenue in 2003 is $ 3,000,000,000 or more. PepsiCo International to a $ 1,000,000,000 in 2002-2003 raised the net profit, which forces the entire ‘net sales are approximately 32%. In particular, the nose of Pepsi soft drinks sales increased 1.5 percent in 2002, currently has 26% of their U.S. market share. Pepsi’s almost 16% of the total product mix to account for the Mountain Dew brand is a brand of the fastest growing in the United States. Mountain Dew Code Red Mountain Dew products to increase the popularity of the company’s revenue continues to increase. PepsiCo is one driver of a supermarket sales growth close to double that outperforming the competition number. PepsiCo has implemented many projects and programs to help give back to the communities in which it serves. A few events that PepsiCo participates in are sponsoring local programs and support of employee volunteer activities

SWOT Analysis


Energy drinks market is very young, and more than 100 energy drinks are currently on the market. AMP to the extensive product lines you need to market themselves to survive. Distribution of AMP to the current limit, and all the other energy drinks distributors of products for the option you have concerns. AMP in the store level, a lack of eye-catching display. Red Bull alone catch the attention of customers at the counter is displayed in a convenience store and a large cooler.


AMP energy drinks a day for a big power since it has. AMP in the world has been made under the second soft-drink maker. This is its own energy drink category with 100 or more AMP’s competitive advantage can be. Mike’s nose in order to promote Pepsi distributor should be used with a good reputation. AMP under the name of the PepsiCo is one of the most popular soft drink Mountain dew classification, under the brand. As Pepsi Mountain dew by taking a similar marketing approach, the energy drink market, PepsiCo itself can provide a large share of.


Scrutinized by the general health professionals in the energy drinks continue. The question of health problems among researchers, the main topic of energy drinks to continue. AMP should take this issue seriously and educate consumers of the proper use and possible dangers of drinking energy drinks and alcohol are mixed. These elements have not made myself interested in many of them will be differentiated from the competition


AMP seamlessly with other popular Pepsi’s successful product strategy, and his nose for the ads should match. AMP energy drink of it by increasing advertising, Pepsi will increase customer awareness of products. AMP is also the greatest opportunity for customers to recognize that by doing a promotional event on campus, you must imitate the Red Bull. AMP energy drinks taste the best available in the market either. Products by paying attention to the increase of exposure, we also target customers of your favourite energy drink AMP would look like. Spreading the features and benefits of AMP Energy Drink AMP the typical benefits of a refreshing change for coffee will help.

Extreme images of life and the promotion of youth drinking increase customers are looking for the next hour trying to AMP to attract energy. Because of the popularity of energy drinks in a bar and drink producers to increase sales team Red Bull, such as the number of AMP in the cause – the bar could be named here.

Differential Advantage/Competitive Analysis

The goal of the AMP and other Pepsi products PepsiCo is consistent with the goals. This goal has a market share of the AMP and it is profitable to do so is to use Mountain dew popular taste. Many energy drinks on the market today, and AMP and Pepsi is a major goal of the nose it’s the best competition in the energy drinks sector is to make.

Trends. Energy drinks are still a baby only a popular drink their two years in the industry. Most of today’s energy drinks are popular in clubs and bars. Alcohol and late night partiers drink mix to allow for a cocktail party, you can create. The trend today in the United States and most bars serve the kind of energy bar that Red Bull will continue to drink behind the cooler.

Ad. Currently, the only Red Bull Energy Drink on TV ads are. Red Bull energy drink has become the common name for. Because they are not currently advertising it provides benefits to all energy drinks. Customers who go to the store to see the Red Bull ads, but they can not necessarily buy a Red Bull. Customers that they really enjoy the energy drinks, and consumers, are looking for an energy drink energy drinks as much as the taste is good.

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Competitor Analysis

Energy Drink only featured about two years, yet they are one of the beverage industry’s fastest growing market for is, “energy drinks a soda pop in the 21st century there are alternatives that do.” Experts agree the energy drink market is growing Even if, it’s “niche” and not just full of alcoholic beverages make up a small percentage of the market. Industry in 1987 when the Red Bull energy drink in Austria for the first time began to adopt. Red Bull in 1997 in the United States began selling its products. Energy drinks have entered the market, as companies around the world a chance to think the Red Bull brand is playing in cash.

Food and beverage industry from the threat of new entry in the low current market has an overwhelming presence is a powerhouse. In particular beverage sector, Pepsi-Cola’s main competition. AMP is currently trying to find every niche and differentiate themselves in this rapidly evolving market, about 100 kinds of energy drinks and is a competition. AMP’s top six rivals by reporting, easier to see the whole of the energy drinks market can.

By evaluating the Pepsi, energy drink customers, AMP’s products, and AMP, the situation analysis has been performed in competition. PepsiCo is the world’s second beverage maker to ongoing research and new product development is to invest some money. Since its launch early in 2001, it became a major competitor in the energy drink market, but the problems create brand had established itself among its competitors. SWOT analysis has been developed through a survey of these components.

Market Segmentation Analysis

AMP’s key goals are to create their men. 18-24 In addition, three male college students in their academic and social life, to improve performance, high-interest to maintain energy. Most AMP on the segmentation strategy is an important way of life. The group’s interests, making energy a major concern of both academic and social activities will include a mixture. Geographical or near college AMP uses or consumption of AMP Life; city where tradition of the bar has facilities to enrich. In fact, 58% of university students working part-time employment, and average students on average spend $ 133 a month on any topic, despite the minimum wage. Towards the marketing of the university men, AMP part of a year spent 70 billion U.S. dollars in the hope that undergraduates can get.

The names of energy drinks a lot of attractive male qualities, strength and power as men, and sex is expressed. These features are more appealing to men than women. Energy drink market is now becoming very competitive one. They are all in the market trying to find identity, along with a lot of energy drinks to find out that they want to market their products, the type of person. AMP energy drinks are consumed when you have a number of useful components. Academic, social and health benefits of the AMP can be implemented in the consumption of energy drinks. The typical male college student’s lifestyle is somewhat unpredictable. Balancing school, work, friends, family, and fun to the task is not easy to carry. It is the middle or whether your friends all night cramming for a date, the university’s men will need all the energy you can get.

Marketing Objectives and Goals

Short Period Objectives

AMP marketing plan through a few short-term plan has been determined. They create awareness of products, increasing market share of Pepsi and AMP nasal increase in sales and more. Pepsi AMP in the nose of the energy drink industry is planning to increase market share. And to create innovative new products and product lines that compete with PepsiCo the nose can achieve a competitive advantage. In addition, some of them away from the current functional beverage industry to compete in the 100 products can be dragged. PepsiCo’s sales improved significantly AMP dew Mountain plans to sell. AMP’s sale or a noticeable increase in the short term may not be, but it is more in the long run, it sold a substantial portion of the Mountain dew will show an increase. Pepsi-focused long-term goals of the nose 16 to 17 percent of the revenue from the sale of AMP is to increase some of the Mountain dew.

Long Period Objectives

AMP is a new marketing plan that we want to retain some of the AMP has developed a long-term goals after you create. They, PepsiCo, and products to increase awareness of the long-term soft drink industry has become a world leader in products that need continuous bar AMP. It’s nose to the Pepsi soft drink industry continues to help the world’s leading new products that are made. Pepsi is also the nose at first, is to reach new potential customers to create these new products which Pepsi has not drawn the nose of the current product. PepsiCo at the end than the Red Bull energy drink industry, the AMP’s current plans to hold a big ceremony. It recognizes that customers want to be related to the AMP’s and PepsiCo power house. It is the common name, such as Red Bull do not want to AMP is created. AMP is a different brand name, do not mistake the customer-specific plans to be an energy drink.

Marketing strategies (4P’s)

The following marketing strategies (4P) has been the development of quality and image of how the AMP’s customers than its competitors in terms of alcohol can produce visible. How much success is the location of AMP Energy Drink, it will affect the market. AMP’s positioning strategy, product, price, promotion, based on the development and pricing.


Health benefits of energy drinks are still currently being debated, however, there is one kind of off the discussion, and their ability to provide great benefit to the company. A number of relatively low retail prices, while energy drinks Pepsi, the latest craze in the nose are looking for cash. AMP’s current price reflects the cost of the related manufacturing and production. Furthermore, AMP’s cost by more than the Mountain Dew brand value has been established. Whether there are more customers that AMP could be due to the recognition or an extra large doses of vitamins, caffeine is added to the nutritional and health purposes


At the moment, AMP is not being promoted heavily Mountain Dew. AMP Energy drink want to increase the amount of promotion can be. This advertising and promotion through the shops and bars and vending machines should be increased within. AMP is not advertising on the Internet does not use any other form. Pepsi’s profits nose, the AMP less than 3% of the products you want to advertise, you can specify. When the possibility of ad AMP, the best form of media through the print will be considered; the magazine is correct. Magazine in the male population to provide the most direct route. Television magazine to target a specific audience, while a large population of people who


AMP Mountain dew the original flavour basis. AMP as follows: Taurine, ginseng and has been enhanced, B-complex vitamins, complex carbohydrates and Pepsi has a patent on the nose that MDX5. AMP B-vitamins can be found in the drinking element glow under black light.


Where consumers purchase a product is very important. It is easily accessible and should appeal to targeted consumers. Male college students through campus, AMP is convenient for its products should be placed.


Just look at some of the above competitors, making it easier to work with the Pepsi can be seen the nose of new products and original. Today there are over there so that you can vary the effect of AMP it wants to make are so many energy drinks.

AMP’s marketing plan has great potential and very promising, but absolutely nothing in the business world I’m sure. Pepsi demographic target market is the nose, especially the successes and failures of AMP, should be monitored. In order to increase the popularity and sales of AMP, AMP whether it is effectively running a marketing plan should be evaluated. Short-term success of AMP due to the increase in sales, but rather on the basis of words in the mouth may not be. Bar, if you can continue to sell to your customers and receive AMP brand name beverages and increased exposure, AMP and long-term success to show their allegiance to retain an interest in consumer products are the focus.

Pepsi is recommended to evaluate the campus, bars, AMP has been distributed to the building will be surveyed. If you drink two boys, they actually study at night or during the day for the purpose of purchasing can be found. Whether or how quickly the product directly to consumers are satisfied with their purchase .Direct surveys to bar owners and male students can help see how fast the products are moving and whether the consumers seem to be satisfied with their purchase

AMP’s new marketing plan that the male students, the success or failure of the product due to increased focus and exposure to the best of my monitor can check the campus.. When evaluating the success of marketing for AMP, it is a short-term success is not enough, the long-term should be considered. AMP concerns the basic marketing plan on how effectively the name of the market is spread and get a popular.


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