MARKET ANALYSIS ON PEPSI COLA PAKISTAN MARKET

MARKET SEGMENTATION:

PEPSI PERFECT divide the target market in to different groups. They may differ in wants, resources, locations and buying practices. Through market segmentation companies can be reached more efficiently and effectively with products and services that match their unique needs.

PEPSI PERFECT Segmentation is done on the basis of following factors.

GEOGRAPHIC SEGMENTATION:

In geographic segmentation, PEPSI PERFECT market is sub divided on the basis of area.

Region: 

Regional differences exist in respect of demand for products. For example, PEPSI PERFECT buyers from Sindh are different from the buyers in Punjab.

Urban/Rural:

 There are differences in buying behavior of urban and rural customers. Accordingly, PEPSI PERFECT marketing strategies designed depending upon their likes, dislikes, moods, preferences, fashions and buying habits.

     

Locality:

 PEPSI PERFECT buying is also reflected by the locality within a particular city. For instance, there are differences in terms of buying patterns of people residing at Aorangi and Defense, within a city.

DEMOGRAPHIC SEGMENTATION:

Company study PEPSI PERFECT market at the different aspects of population. Markets can be divided on demographic factors like age, gender, education etc. The various demographic factors are :

Age:

 Analyzing markets by age is to divide the total population into age groups and analyses the wants and needs of each group.

Income:

 PEPSI PERFECT Buying patterns depends on income of the consumers. No two individuals or families spend money in exactly the same way that’s why company launch economy packs of PEPSI PERFECT.

Family Size:

 The consumption patterns of PEPSI PERFECT definitely vary with the number of people in the household that’s why company introduces 1.5 liter & 2.25 liter bottles in the market.

Race: 

Consumption patterns of PEPSI PERFECT differ on the basis of race because market research if first 15% peoples purchased & used your product which has company launches others 85% peoples follows them.

BEHAVIORAL SEGMENTATION:

Buyers are divided into groups on the basis of their response e.g usage rate, user status, loyalty status, buying motives, and so on.

      

Usage Rate: 

One possible way to define target market is by product usage. There can be heavy users, medium users, light users, and nonusers of Pepsi products. Targeting on the basis who want to increase consumption by present users and to convince and introduce new product such as PEPSI PERFECT to nonusers and to become users.

User Status: 

PEPSI PERFECT market can be segmented on the basis of user status OF Pepsi products such as: non-user, ex-user, potential user, first-time user, regular-user, & so on.

Readiness Stage: 

PEPSI PERFECT market can be segmented on the basis of people’s readiness to buy the product. Some people are well informed and are interested to buy the product. Some other may be well informed but not interested to buy the product.

Buying Motives:

 Buyers buy the product with different buying motives such as economy, convenience, prestige, etc. Accordingly PEPSI PERFECT promotional appeals can be directed to the target audience.