Demographic segmentation is a marketing strategy that involves dividing a target market into smaller groups based on characteristics such as age, gender, income, education level, and geographic location. This allows companies to tailor their marketing efforts and product offerings to specific groups of consumers, making it more likely that they will appeal to these individuals and ultimately drive sales.
One company that has effectively used demographic segmentation in its marketing efforts is Pepsi, a well-known brand of carbonated soft drinks. Pepsi has identified several key demographic groups that it targets with its marketing campaigns and product offerings.
One of Pepsi's primary demographic segments is young adults, particularly those in the 18-24 age range. This group is often attracted to the energy and excitement that Pepsi's branding and marketing efforts convey. To appeal to this segment, Pepsi has focused on creating marketing campaigns that are energetic and youthful, such as its "Live for Now" campaign, which featured popular music artists and celebrities.
Another key demographic segment for Pepsi is families with young children. To appeal to this group, Pepsi has focused on creating marketing campaigns that highlight the fun and enjoyment that its products can bring to family gatherings and events. For example, the company's "Summergram" campaign featured families enjoying summer activities while drinking Pepsi products.
Pepsi has also targeted the Hispanic market as a key demographic segment. This group is often attracted to the lively and energetic branding that Pepsi uses in its marketing efforts. To appeal to this segment, Pepsi has created marketing campaigns that feature Hispanic celebrities and use Hispanic-themed music and graphics.
In addition to targeting specific demographic segments with its marketing campaigns, Pepsi has also created product offerings that are tailored to different demographic groups. For example, the company has introduced smaller packaging options for individuals and couples, as well as larger packaging options for families and groups. This allows Pepsi to appeal to a wider range of consumers and meet the needs of different demographic segments.
Overall, Pepsi's use of demographic segmentation has been highly effective in helping the company reach and engage specific groups of consumers. By targeting key demographic segments and creating product offerings that meet the needs of these groups, Pepsi has been able to effectively drive sales and build brand loyalty among its target markets.
Pepsi Target Market Analysis
I would apply differentiated market segmentation approach because my various businesses are focused on many different selling points and multiple demographic markets. The company manufactures and sells soft drink concentrate syrup to PBG and other Pepsi-Cola bottlers. Find Out How UKEssays. Nitro Pepsi is the first cola beverage infused with nitrogen, based on a technology typically used for coffee and beer products. Hoboken, NJ: Pearson Education, 2016 , p. Demographic Segmentation — Example of Demographic Segmentation Demographic segmentation is dividing the mass market into smaller segments and groups based on gender, income, occupation, age, life cycle stage, ethnicity, religion, and generation.
STDP: a Segmentation: Segment Demographic Characteristics Psychographic Characteristics Behavior Characteristics Geographic Characteristics Student 6-18 years old -Age: 6-18 -Gender: male, female -Education: studying in primary, secondary and high schools -Income level: allowance from parents -Social class: Lower classh -Loves sweetener and coldness -Lifestyle: often drink soft drink at the weekend with family members, friends and break time at school , like to go to cinema -Benefit: Price sensitive no income, only pocket money , sweet taste -Occasions: Birthday parties, sports, break time at school, outside class discussion, cinema -User Status: potential user -Loyalty Status: heavy user -World region: Asia -Country: Vietnam -Cities: all major cities of Vietnam. In the cola war, television commercials have become increasingly important. Tesla became successful by building that ecosystem. The goal was to have a single definition of brand equity applicable to every product. Market segmentation is the process through which PepsiCo decides to segment the overall market in smaller segments and groups that have similar attributes, buying behaviour, socio economic background, etc.
With merger and acquisition of other companies, the company brands under it such as Frito-Lay, Tropicana, Gatorade and Quaker Oats. Copy to Clipboard Reference Copied to Clipboard. However, Pepsi-Cola contains a high amount of sugar and it is not positioned for customers that are concerned about health implications of consuming carbonated soft drinks. Externally there is a small problem, which has the potential to develop. Executive Summary Of Coca Cola 7179 Words 29 Pages Coca Cola was first introduced by John Styth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard.
In fact, Pepsico has diversified business network which distribute from the plains to the mountains and from North to South, specifically in Hanoi capital, Quang Nam, Da Nang, Ho Chi Minh, Binh Duong,. Product overview Pepsi is a carbonated soda pop that is created and invented by PepsiCo. Those mergers have been divided in categories such as food, beverage and snacks. But after a yearlong rollout of wireless handheld computers, that paper mountain has completely disappeared. The core purpose of Customer Value Driven marketing strategy is to build an engaging, right relationship with the right customer. Marketing segmentation is more and more vital for business in the modern time.
PepsiCo is also entering into key alliances and developing products that cater to local tastes and preferences. Igor Ansoff 1957 , Strategies for Diversification, Harvard Business Review, September—October 1957, pp. A higher leverage will have a positive impact on ROE if the company can earn a higher return on assets than the cost of debt. We empower consumers to capitalize on the influence of our advertising, promotions through the practice of a communication. Usage Rate: One possible way to define target market is by product usage.
Market Segmentation Of Pepsi At An International Level
Pepsi continues to market to a solid and growing base of consumers who want sugar free cola options. These air-popped chips contain half the fat of regular potato chips. Currently, Pepsi-Cola is marketed in North America through its North American division. Tropicana series of drinks : for orange drinker. PepsiCo deployed the Equitrak brand equity model to track its major brands on a global scale in 1997, following its success in the USA. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Demographic segmentation of pepsi in ncr Free Essays
What is Customer Value Driven Marketing Strategy? The company is best known for its flagship product Coca-Cola, invented by pharmacist John Smith Pemberton in 1886. Local competitors in addition to counterfeit items are the main problem Pepsi has to face. For the company that has substantial involvement in the world economy, it is not surprising that PepsiCo has been implicated in many political scandals. The fact that plastic packaging is the cheapest and most practical material is not a good enough reason anymore. Pepsi cola does segment the market on the basis of education, income, Martial status , occupation, race, gender etc. The age bracket for adults are between the ages of 25-40 years, and children aged 2 years and above. In 1931 the company was sold and Charles G.
Pepsi was initially presented as "Brad 's Drink" in New Bern, North Carolina, United States, in 1893 by Caleb Brad ham, who made it at his drugstore where the beverage was sold. Technology that makes the drink and the one that makes the drinks containers. Company : PepsiCo, Inc. Frito-Lay conducted extensive consumer testing in four key markets Miami, New York, Los Angeles, Houston to determine the snack flavors and textures with the strongest appeal among Hispanics. It also contained a specific message directed to young people using extensive advertising campaigns on TV and radio. Even in the food category, preferences for healthy foods such as oats and cereals are on the rise.