Question

Case study: Pepsi Cola At present, Pepsi Philippines, which manufactures Pepsi, Seven-Up, Mountain Dew, Gatorade, Tropicana and Lipton, accounts for 20 per cent of the total carbonated drinks market in the Philippines. It wants to expand its operation and increase its share of the market still further. The Marketing department will be vital in deciding how this can be achieved. Activity 10.2 Read the case study above.

a) Suggest ways Pepsi Philippines could increase its market share. Which way do you think will be most effective? Explain your answer.
b) Do you think Pepsi Philippines should develop new varieties of drinks to sell in this market? Explain your answer.
c) Identify who could be the new customers of these drinks.
d) Explain what types of advertising and promotion might be effective in attracting these customers.​

Answer 1

a) Pepsi Philippines could increase its market share by implementing a variety of strategies. These could include expanding its distribution network, introducing new products or flavors, engaging in price promotions, or increasing its advertising and marketing efforts. I think increasing its advertising and marketing efforts will be the most effective, as it will help to create brand awareness and loyalty among potential customers.

b) Yes, I think Pepsi Philippines should develop new varieties of drinks to sell in this market, as this will help to differentiate it from its competitors and create new opportunities for growth.

c) The new customers of these drinks could include younger consumers, health-conscious consumers, and consumers who are looking for new and different flavors.

d) Effective advertising and promotion for these drinks might include targeted digital marketing campaigns, influencer marketing, and product sampling. Additionally, Pepsi Philippines could partner with local businesses to create promotional campaigns that are tailored to the local market.