S00000503-Diana Enero
Unit 18 – Assignment 2
REPORT TITLE: Creating a promotional campaign for PepsiCo
INTRODUCTION:
This report explains PepsiCo’s target market for “Pepsi Max” and how’ll they be able
to promote their product through various marketing activities such as social media,
billboard, bus stop, TV advert and YouTube. In addition to that, the cost of
promotional activities is measured and assessed how promotional mix meet PepsiCo
and consumer needs.
FINDINGS/CONTENT:
C. P5- Describe the target market for a product or service offered by a selected
business
PepsiCo is a business that manufactures and sell branded food and beverages
products; these products involve Fritos corn chips, Cheetos cheese-flavoured
snacks, Lay’s potato chips Doritos tortilla chips, cereals, rice, Aquafina, Pepsi, Diet
Pepsi, Mountain Dew, etc. PepsiCo sells their branded finished products through
business to business such as independent distributors and retailers, as well as
business to consumers. The product that’s chosen for this target segment is “Pepsi
Max”.
For PepsiCo’s “Pepsi Max”, the company will be targeting for multi-segment kind of
positioning, where they aim for more than one customer segment. This table below
shows the business targeted segmentation for “Pepsi max”, which are:
Type of segmentation Segmentation criteria PepsiCo target
segmentation
Demographic Gender Males and Females
Age 15 to 45 years old
Lifecycle stage Young people, at
Bachelor phase,
single and not
living at home.
Newly married
young couples
without children.
Unit 18 – Assignment 2
REPORT TITLE: Creating a promotional campaign for PepsiCo
INTRODUCTION:
This report explains PepsiCo’s target market for “Pepsi Max” and how’ll they be able
to promote their product through various marketing activities such as social media,
billboard, bus stop, TV advert and YouTube. In addition to that, the cost of
promotional activities is measured and assessed how promotional mix meet PepsiCo
and consumer needs.
FINDINGS/CONTENT:
C. P5- Describe the target market for a product or service offered by a selected
business
PepsiCo is a business that manufactures and sell branded food and beverages
products; these products involve Fritos corn chips, Cheetos cheese-flavoured
snacks, Lay’s potato chips Doritos tortilla chips, cereals, rice, Aquafina, Pepsi, Diet
Pepsi, Mountain Dew, etc. PepsiCo sells their branded finished products through
business to business such as independent distributors and retailers, as well as
business to consumers. The product that’s chosen for this target segment is “Pepsi
Max”.
For PepsiCo’s “Pepsi Max”, the company will be targeting for multi-segment kind of
positioning, where they aim for more than one customer segment. This table below
shows the business targeted segmentation for “Pepsi max”, which are:
Type of segmentation Segmentation criteria PepsiCo target
segmentation
Demographic Gender Males and Females
Age 15 to 45 years old
Lifecycle stage Young people, at
Bachelor phase,
single and not
living at home.
Newly married
young couples
without children.
