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A soft drink is always categorized as the symbol of youth, the elixir of vitality, and the upholder
of hip. In Pakistan specifically, carbonated drinks enjoy a substantial growth rate worth 6.4%
between 2004 and 2009, and occupied 63.7% of the market share. Consumption is second nature
to most people who classify themselves as Pepsi consumers. As such the greatest opportunity for
Pepsi is that it can perform successful diversification and attach their brand name to a brand new
line of products and still be recognized. From chips to juices, from oats to mineral water, Pepsi
can venture out into a plethora of side products and even acquire a number of related businesses
through horizontal integration, such as Taco Bell and Tropicana.
This also makes distribution a strong point for Pepsi Pakistan with 62 units operating nationwide.
Pepsicos tailor made strategy for the country capitalizes on values of family orientation, which
can clearly be seen in how they seem inclined towards promoting family packs and other larger
forms of distribution. This in turn determines prices accordingly, as can be studied in the strategy
section in detail.
Another pertinent example of strength could be that of the innovative fountain beverage
dispensers which allow consumers to interactively create customized beverages with
technological correspondence. This pushes the envelope for all segments outlined by Pepsi. And
underneath all this, Pepsi can always capitalize on the growing population with a whopping 70%
worth of youth, in all of its production centers to draw profitable segments from, as well as the
ever shifting trend of fast food as countries develop over time. Since Pepsi is affiliated with a
plethora of eateries in Pakistan, it can maximize its ideal of on-premise and take-home
operations equally well.
A recent opportunity revolves around a corporate focused government and this allows Pepsi to
take advantage of many new ventures such as Disneyland in Lahore and newer, better dining hot
spots. As a major contributing entity to the economy Pepsi enjoys a lucrative position to employ
a vast chunk of the local workforce and keeping its production process as good as it ever was.


However the possible threats faced by Pepsi can shake the future-proof foundations if not
monitored closely. Pepsi benefits from its strong relation with its suppliers as well as its effective
pricing campaigns. Maintaining a price of a Rupees 75 product is central to the marketing
strategy since it sustains Pepsis position in its customers view. Pepsi aims to generate the
element of addiction among the population so that seasonal changes do not deem the usual
consumption levels vulnerable. If in case of unforeseen changes such as changing government
regulation, tax hikes and so forth, Pepsi can suffer by having to increase its price and
consequently losing its market share.
The most important threat is of course that posed by its premier competitor Coca-Cola, and in the
case of Pakistan, seasonally relevant drinks such as Roof-Afza and Jaam-e-Shireen (as is the case
in Ramadan). The rival list of ever increasing acquisitions, product lines, and marketing
campaigns is highly disadvantageous for Pepsi. Since Pepsi follows a push based supply chain
management system, it has to continuously penetrate its own market and reinforce consumption
among population. This serves the purpose of reminding people about the existence of Pepsi and
without such efforts the product would, quite simply, cease to exist. In such conditions Pepsi
maintains very profitable relationships with food franchises, especially in Pakistan.
Furthermore, all major marketing decisions are made by PepsiCo the parent company, and not
offspring branches or local franchises; any maneuver good for the global market may or may not
suit Pakistan. The associated need to mitigate this additional risk can be disadvantageous for
Also in Pakistan, Pepsi stays afloat by sponsoring sporting events and thereby maintaining a high
market share. Since sporting fevers are quite possibly the heart of Pakistani customs, this is a
partnership Pepsi is sure to gain from for indefinite periods of time. However, this approach is
rather obsolete and fades in comparison to contemporary campaigns such as Coca-Colas Coke
Studio. If innovative and relevant campaigns are made as per consumer anticipation, Pepsi can
surely carry on its hold on the Pakistani markets CSD pedestal.