Analysis of key marketing themes for Pepsi-Cola

Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 University of Applied Sciences Essen language: English abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and junk food. When it comes to brand value and numbers of sold cola beverages Coca-Cola Co has a unique market share. Especially on the cola-market both companies are the most successful competitors worldwide. In Germany Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo using Kotler's four P's shows how much Pepsi-Cola's suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials but does not have a trustful brand image.Pepsi-Cola's image as a cheap cola drink is a threat to its future deveopment because a decline in the product-life-cycle is possible. PepsiCo's focus on the German beverage market needs to include a product development that show consumers that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.