Also such diversified portfolio will help the brand shake off its image of being a cola company. But brands like Pepsi, with right portfolio analysis, study of current & future markets, are optimising their investments with an aim to convert the Question marks into the Stars. might be in the Question mark quadrant of companies’ portfolio. It is highly likely that the marketers at Nestle have used the Boston Consulting Group Matrix (BCG Matrix) to identify which brands to sell off. The offerings of PepsiCo under the Pepsi brand are Stars in the BCG matrix due to its popularity among the youth and the emotional connect with the masses in their special moments & celebrations. Today, newer products like healthy snacks, zero-calorie beverages, SodaStream, fresh-pressed green juices, sports drinks, protein shakes etc. BCG Matrix in the Marketing strategy of Pepsi Pepsi and Diet Pepsi (Pepsi Zero Sugar) are the Cola beverages in which Pepsi deals in. Pepsi’s decision to sell off juice brands definitely indicates their strategic growth plan for long-standing future. Today with big talk around health & environment happening all over, brands are bringing in new healthier, environment friendly products in their portfolio, staking huge investments on them, considering their high growth potential in future. Relating to the beverage market and the product portfolios of big brands like Pepsi & Coke, it can clearly be analysed, that cola products which were once the strong Star offerings of these companies, found the entry of juices in their portfolio, when cola market started declining in the 90s.
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