Pepsi Café
Overview
1. About of Pepsico
- Company background, Mission and Vision
- Corporate Goals
- Product & Value Proposition
2. Market Analysis
- Target Market
- Demographic & Behavioural Segmentation
- PESTLE Analysis
- Competitors Assessment
3. Marketing Objectives
- Chain Ratio Survey
- S.M.A.R.T
- Diffusion of Innovations
4. Competitive Strategy
5. Niche Market Penetration
6. Marketing Strategies
7. Budgeting and Sales Forecast
8. Organisational Chart
9. Contingency Plan
About PepsiCo
- Founded in 1965
- Collaborated between CEO of
Pepsi-Cola, Donald Kendall and
the CEO of Frito-Lay and
Herman Lay
Corporate strategy
- Diversification of products
by having healthier options.
- Collaborating with big
brands.
Mission & Vision
Mission:
- To provide consumers worldwide
Delicious, affordable, convenient, and complementary F&B from
breakfast products to healthy snacks and drinks for their consumers.
Vision:
- To be sustainable
Reach their top-line growth while having their commitment to
practice environmental sustainability for both the planet and
communities.
- To be “Faster, Stronger and Better”
Cater to this new era of growth and prosperity
Corporate Goals
Faster
➢ Being consumer-centric
➢ Accelerating investments for
top-line growth
To broaden the portfolio to cater to convenient
food and beverage outlets and also help with
their international expansion.
Stronger
➢  | Transforming capabilities, cost, and
culture
➔  | By operating independently as one
companyThis helps the company drive savings to reinvest to win
the marketplace, the development and scale core of
capabilities globally with the use of technology and
also building differentiated talents and cultures.
Better
➢ Integration of their purpose
➔  | The building of a sustainable food system into their
business strategy
Product
➔ Comes with 2 flavours:
➢ The original cola with coffee
➢  | Cola with coffee infused with
vanilla flavor➔ The level of caffeine is
twice the amount of a
regular, amounting to
75mg
Value Proposition
Target Market:
➢ Coffee and carbonated enthusiasts
➢ Age from 15 to 54 years old
Benefits Offered:
➢ Energising drink
➢ Affordable
➢ Easily accessible
Relative Price Range:
➢ $1.99 per can
Market Analysis
 
References
● Anwar, J., & Hasnu, S. A. F. (2016). Business strategy and firm performance: a multi-industry analysis.
Journal of Strategy and Management.
● Caffeine in Pepsi Cafe. (2020). Retrieved 20 March 2020, from
https://www.caffeineinformer.com/caffeine-content/pepsi-cafe
● Dolgui, A., & Proth, J. M. (2010). Pricing strategies and models. Annual Reviews in Control, 34(1), 101-110.
● Farazuddin, S., Ahmed, F., & Maddali, A. (2016). Article on Pepsi’s Promotional Strategies. Journal of
Management Research and Analysis, 3(1), 56-58.
● Ibarrola, K. (2017). Millennials spend more money on coffee than for retirement savings: Survey. Retrieved
from https://www.asiaone.com/business/millennials-spend-more-money-coffee-retirement-savings-survey]
● Research, S. (2018). Singapore - regular beverage consumption 2018 | Statista. Retrieved from
https://www.statista.com/statistics/920752/singapore-regular-beverage-consumption/