Market Positioning of PEPSI

Market Positioning of PEPSI

A situation analysis is a review of past and present data that summarizes the organization’s current circumstances and tries to identify trends, forces, and market conditions that might affect an organization's future prospects. This involves analyzing both internal and external factors.
Internal Factors

The two categories of internal factors are performance and strategic options. When analyzing their performance the organization, Haidri Beverages, considers factors like profitability, market share, production costs, and new product plans. They also consider such intangible factors such as the management performance, and employee attitudes. Based on how they have performed in the past and how they might be able to perform in the future, the company can identify a number of strategy options that take into account.

External Factors
Advertisers can choose among as number of positioning approaches, depending on what the situation analysis reveals about the strengths of their product, the needs of their customers, and the action of their competitors.

The external factors in a situation analysis include such elements as customers, competitors, industries, and government regulations. The major components of customer analysis include needs, motivations, and segmentation issues. The most critical psychological factors that the company considers important while designing an advertisement for their target audience are the needs and motives


Following are the positioning options available to the advertisers:
· Positioning by product differences.
· Positioning by product attributes or benefits
· Positioning by product users
· Positioning by product usage.
· Positioning against a particular competitor.
· Positioning against an entire product category.
· Positioning by association.
· Positioning by problem.

In order to position Pepsi, the organization uses the following techniques, depending upon different market conditions:

Positioning by product usage
Positioning against a particular competitor