Brandinf Essay

6830 words - 28 pages

SECTION 1INTRODUCTIONBeing a student of MBA Marketing it is the pre requisite for the degree of MBA to undergo an internship in an organization for at least six weeks. This internship enables the student to put theoretical knowledge in to practice and later this internship is documented in the form of a report. My concern is with Pepsi Cola International, Pakistan (PCI) and Northern Bottling Company Peshawar.1.1 Purpose of studyThe purpose of this report is to provide an insight to the Northern Bottling Company (Pvt) ltd Peshawar (NBCL), its functions. This report is aimed towards providing a critical analysis of the Sales & marketing function of NBCL Peshawar and to present some ...view middle of the document...

Section 3: PepsiCo AnalysisThis section includes the introduction of the company. This section also includes Sales, Marketing & Promotional strategies which company which company adopts to remain competitive in the market.Section 4: RecommendationsIn this section I have recommended the possible future of the company based on SWOT analysis and identification of the gaps which Pepsi have left the market need to be filled.SECTION 2INDUSTRY ANALYSISIndustry analysts are projecting that the soft drink industry will grow by almost 6% over the next 3 years. The significant growth is estimated to occur within the realms of the bottled water sector and new developments for both snacks and sodas in the Pakistan. as well as, the rest of the world. Although there are numerous substitutes and alternatives, the savory soft drink industry is going to be a large part of our economy for many more decades. Foreseeable trends are obviously toward the healthier version of this industry. Bottled water sales and revenues have been continually rising since 2003. By 2013 they are projected to increase another 24% in the Pakistan alone. Also, with this healthier Pakistan outlook many Soft drinks companies are changing their ingredients leaning towards diet, zero carbohydrates, caffeine free and other healthier variations of currently popular soft drinks. However, on the opposite end of the spectrum are energy drinks, which are unhealthier than normal sodas, are representing an ever growing percentage of the soft drink industry.Additionally, oil prices could vastly affect this industry based on production costs and transportation costs, both are major fixed costs. Furthermore, as mentioned before, growing health concerns are going to somewhat force companies in this industry to start offering healthier and smarter choices for their everyday soft drink needs.2.1 Key Success FactorsThere are also numerous key success factors that every major competitor must have in order to survive. To endure the crucial competitiveness within this industry companies must: be able to compete with low prices, product diversity and meeting the consumer's wants and needs. Location is an essential factor in order for competitors to survive in the tough nature of this industry. PepsiCo has an exclusive agreement with the fast food giants Savour Foods, KFC and Pizza Hut to only sell Pepsi products. PepsiCo is exploiting its unique relationship with these restaurants to gain more recognition and popularity for its various products.2.1.1 AdvertisingImportant aspect of surviving in the food and beverage industry is the requirement to adequately advertise products. By doing this, companies attract the attention of their prospective consumers and maximize brand awareness. The more the consumers visually see the product, the more likely they are to buy and use that specific product..2.1.2 Constant product innovationPrimarily, constant product innovation is imperative. A company must be able to...

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