The following report is the marketing analysis and positioning strategies for Pepsi Max in Australia.
Pepsi Max is a no sugar coke marketed by PepsiCo. PepsiCo, one of the soft drink giants in the world, launched Pepsi Max in 1993 as an alternative of Diet Pepsi in order to compete with the biggest competitor Coke Cola’s product - Coke zero and also some other healthy low sugar beverage.
This marketing report will focus on the soft drink market specifically healthy drinks. Research for this report start with a review of the market of Pepsi Max including the market size, main competitor (Coca-cola, Dr Pepper and Nestlé) and explain why the product is at introduction stage of product life cycle stage.
Then SWOT analysis which will look at the major strengths (brand strength, great marketing strategies, lower price than Coke Zero), weaknesses (Lack of promotion, weak franchising system), opportunities (prevailing of diet and healthy issue, easy partnership with other companies) and threats (product substitutes, changes in market and consumer tastes)
After this, the market segmentations and customer profile will be provided. The market segmentations will be examined in accordance to four factors – geographic (climate, suburban and urban), demographic (age and gender), psychographic (healthy lifestyle) and behavioural (occasion and brand loyalty) variables.
Next the positioning strategies will be broken down in to four sections namely product, price, promotion and place, followed by the value proposition. Actual examples will be given constantly throughout the report.
Table of Contents
Company and product background 2
An analysis of market 3
External factors 5
Internal Factors 6
Customer Traits 7
Market Segmentation Variables 7
Geographic segmentation 8
Demographic segmentation 8
Psychographic segmentation 8
Behavioral segmentation 8...