Heineken Marketing Mix

9 September 2016

But globally Coca Cola is pioneer and Pepsi is follower. ThePepsi makes defense strategies so that it can maintain its position in the market. While Page 3 of 24 Marketing Plan of PEPSI Coca Cola is a challenger and it makes attack strategies so that it can become themarket EXECUTIVE SUMMARY The purpose of this marketing plan is to develop an understanding about howPEPSI is marketed and distributed in the market (Product, Price, Promotion andDistribution).

They produce, one of best-carbonated drinks in the world. Pepsi is a symbol of hygiene, quality and service, all over the world. Pepsi is producing Cola for morethan 100 years, and it has dominated the world market for a long time. Its headoffice is in New York. Page 4 of 24 Marketing Plan of PEPSI Initially Pepsi was used as cough syrup in America, and sold in pharmacy. Butthe taste of that syrup was liked by the people and then added water andcarbonation and with the passage of time it is used as a regular drink and now itis world largest soft drink brand.

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In beverage sector pioneer is Coca cola andPepsi is follower. In 1909 more than 24 American States gave license to Pepsifor sale. Pepsi Cola was first introduced in 6. 5 ounce bottle. Pepsi was firstregistered in 1932. In 1932 Pepsi Cola was introduced a big bottle of 12 ounce. In 1950, the PepsiCola formula was slightly changed and the sweetness and calories in Pepsi Colawere decreased. In 1957, the bottle was changed to new attractive bottle and theproduct line was also increased by introduction of two more products that wereTeem and Marinda.

Today Pepsi Cola is available to more than 100 million of consumers whichincludes Asia as well as Europe & Africa. PEPSI in Pakistan In Pakistan Pepsi distribution is indirect. Nationwide Pepsi has 67% of marketshare in Lahore Pepsi is always at par as compare to coke. In December, 54%share is captured by Pepsi, 49% by coke and remaining 1% by other brands. The market in Pakistan is surely conquered by Pepsi

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