pepsico report.docVIP

Marketing plan about Pepsico. --Lays:Naturally irresistible 乐事：自然魅力 不可抗拒 Submitted by: 李晓枋 101591107 吴燕芳 林慧婵 叶淑玲 梁 恩 Foreign Language Department Guangdong University of Finance 2011.12.1 Content Abstract……………………………………………………………………….. Chapter 1 Introduction……………………………………………………… Brief introduction of PepsiCo Inc. ……………………………….. Product and brand………………………………………………….. Product information of Lay’s potato chips………………………… Chapter 2 Situation analysis…………………………………………………….. 2.1 Company analysis………………………………………………… 2.2 Customer analysis…………………………………………………. 2.3 Competitor analysis……………………………………………….. 2.4 SWOT analysis……………………………………………………. Chapter 3 Market segmentation………………………………………………… 3.1 Description…………………………………………………………. 3.2 What they want……………………………………………………… 3.3 How they use……………………………………………………….. 3.4 Support requirement how they reach them……………………… 3.5 Price sensitivity………………………………………………………. Chapter 4 Market strategy……………………………………………………….. 4.1 Product analysis…………………………………………………….. 4.2 Pricing and promotional strategy…………………………………….. 4.3 Distribution strategy………………………………………………… Conclusion……………………………………………………………………….. Discussion…………………………………………………………………………. References……………………………………………………………………….. Abstract: As the growing focus of health,people tend to purchase healthy snacks.While,Lays,a famous brand of potato chip,launching the market with the slogan :Naturally resistible,rapidly gained the market share of more than nearly 30%. Thus in this market report,we are going to show some information and the analysis of Lays of Pepsico,such as the main introduction,3cSWOT analysis,Market segmentation,Market strategy,etc. Chapter 1 Introduction Brief introduction of PepsiCo Inc. PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New