I am thankful to Mr. KRISHNA GOPAL for providing me the task of preparing the Term Paper on COMPANY'S PRODUCT LINE AND PRODUCT MIX RELATION. We at Lovely believe in taking challenges and the term paper provided me the opportunity to tackle a practical challenge in the subject of MARKETING MANAGEMENT. This term paper tested my patience at every step of preparation but the courage provided by my teachers helped me to swim against the tide and budge against the wind.
I am also thankful to my friends and parents for providing me help at every step of grounding of the Term Paper.
PepsiCo is a world leader in convenient snacks, foods and beverages. Learn more about our brand, our company, and our people.
Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business.
Pepsi Co is home to hundreds of brands around the globe. Listed here are some of our most recognized.
PepsiCo Values and Philosophy
Our Values & Philosophy are a reflection of the socially and environmentally responsible company we aspire to be. They are the foundation for every business decision we make.
The PepsiCo Family
Meet the three major divisions of the PepsiCo family: PepsiCo Americas Beverages, PepsiCo Americas Foods, and PepsiCo International.
Lifestyle ImagePepsiCo has enjoyed a long, proud history dating all the way back to 1898. Take a trip down memory lane with us and explore some of our more memorable moments.
At PepsiCo, our people have driven our success for over 100 years. Meet the talented folks at the helm now and learn how they're helping steer our company into the next 100.
PepsiCo is proud to share the progress we've made on of our 'Performance with Purpose' agenda journey over the last year. Take a look at some the most significant successes.
Group of products manufactured by a firm that are closely related in use and in production and marketing requirements. The depth of the product line refers to the number of different products offered in a product line. For example, General Foods has about a dozen different products in its coffee product line. Each of these items is promoted as distinctive, although they share the same distribution channels and similar manufacturing facilities. McDonald's has developed a food product line that includes several hamburger, fish, and chicken sandwiches. A product line may be targeted to a particular customer group, such as Skill home shop tools, or sold to various customer types through the same outlets
Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colours, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are derived from only a few products in the line.
The number of different product lines sold by a company is referred to as width of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line extension. When you add a line extension that is of better quality than the other products in the line, this is referred to as trading up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading down. When you trade down, you will likely reduce your brand equity. You are gaining short-term sales at the expense of long term sales.
Image anchors are highly promoted products within a line that define the image of the whole line. Image anchors are usually from the higher end of the line's range. When you add a new product within the current range of an incomplete line, this is referred to as line filling.
Price lining is the use of a limited number of prices for all your product offerings. This is a tradition started in the old five and dime stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitable price points for a whole range of products by prospective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or unstable prices.
There are many important decisions about product and service development and marketing. In the process of product development and marketing we should focus on strategic decisions about product attributes, product branding, product packaging, product labeling and product support services. But product strategy also calls for building a product line.
Length, width, and depth.
Length is the number of product lines--collections and services.
Width is the number of categories within a product line such as the SF or large print collections or the number of services for adults.
Depth is the number of copies for each item or the number of times that a service is available.
Thus the product mix can be expanded by adding length or new product lines, width of a new category to an existing product line [graphic novels], or depth [adding more copies to make particular content more accessible
PEPSI PRODUCT LINE:-
The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavors. The caffeine free Pepsi-Cola contains the same ingredients but no caffeine.
Some of the different and varied brands of Pepsi are as follows:
Mountain Dew AMP
Mountain Dew LiveWire
Mountain Dew MDX
Mug Root Beer
Propel Fitness Water
The variety of product lines that a company produces, or that a retailer stocks. Product mix usually refers to the length (the number of products in the product line), breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines. Product mix is sometimes called product assortment.
PRODUCTS MIX OF PEPSICO:- PepsiCo makes products like Doritos, Lay's, Cheetos, Fritos, Ruffle potato chips, Tostitos, Quaker Chewy granola bars, Sun Chips, Rold Gold pretzels, Stacy's pita chips, Smartfood popcorn, Pepsi, Mountain Dew, Gatorade, Tropicana Pure premium, Sierra Mist, Propel, Tropicana juice drinks, Dole, SOBE Life Water, Aquafina, Cap'n Crunch, Life cereal, Starbucks ready to drink coffee, Lipton read to drink tea, Quaker oatmeal, Aunt Jemina pancake syrup, and Aunt Jemina pancake mix.