Marketing Management Case Study: Pepsico

1183 Words5 Pages
Contents
SECTION A 2
A.1 2
a) Marketing Management 2
b) PESTLE factors 2
a) 3 aspects of a product with the use of a product from PepsiCo 3
A.2 4
a) Who are resellers? 4
b) 4 Types of market segmentation 4
c) Factors affecting pricing decisions 5

SECTION A
A.1
a) Marketing Management
Marketing managers play a critical role in the success of a company. Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development (Kotler et al. 1996).
Marketing management is concerned with the writing out of a confident program, after careful study and forecasting of the market situations and the final performance of these plans to achieve
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This relates to the pressures and opportunities brought by political institutions and to what degree the government policies impact the business. This can include government policy foreign trade policy, tax policy, labor law, environmental law, trade restrictions and so on.
Economic factors: Economic factors are metrics that measure the health of any economic province. These issues include; assessing potential changes to an economy’s inflation rate, taxes, interest rates, exchange rates, trading regulations, and excise duties. [For example] a rise in the inflation rate of any economy would affect the way companies’ price their products and services. This would affect the purchasing power of a consumer and change demand/supply models for that economy.
Social factors: The sociological factor takes into consideration all events that affect the market and community socially. These factors include – population growth, age distribution, health consciousness, and career attitudes and so on. For example increase in the health consciousness may affect the demand of the company’s
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Demographic segmentation has its own variables such as Age, gender, family size, income, occupation, religion, race and nationality. As a simple example of usage, a company that sells feminine hygiene products will include "female" in its description of its primary market segment. This segmentation is being done on basis of gender.
• Behavioral segmentation: Behavioral segmentation is based on user behaviors, including patterns of use, price sensitivity, brand loyalty and benefits sought. The segments are usually divided established on their knowledge of the product and usage of the product. Generally having knowledge of the product and its usage affects the buying decision of an individual. For example – young people will always prefer Dove as a soap, whereas sports enthusiast will use Lifebuoy.
• Psychographic Segmentation: divides the audience on the basis of their personality, lifestyle and attitude. Application of psychographic segmentation can be seen all across nowadays. For example – Zara markets itself on the basis of lifestyle, where customers who want the latest and differential clothing can visit the Zara stores. This type of segmentation is mainly based on

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