1. 百事可樂產品 （ 菲律賓 ） 有限公司簡報檔 江芷清 Sharon 國立台北教育大學社發系二年級 台灣董事學會 種子人才培訓計畫 2016.03.22 1

2. PCPPI PROFILE Mission & Value We are the beverage company of choice-preferred by consumers, trade partners, investors and employees of the Philippines. As such, we continuously delight them by offering quality beverages at best value, for every drinking occasion. Resources PCPPI takes pride in the establishment of support systems and processes to ensure the development of its employees through learning and skills trainings facilitated by qualified and competent teachers and professionals. 2 Source: https://goo.gl/dPczVvhttps://goo.gl/dPczVv

3. STRATEGIES Pepsi-Cola Products Philippines, Inc. strong performance was driven by the successful implementation of their strategic moves which include effectively preserving and defending their market share in carbonated soft drinks lines - cola and non-cola and aggressively tapping the bright growth prospects of the non- carbonated beverages product lines, using the fast expanding health and wealth sector as their growth factor. 3 Source: https://goo.gl/dPczVvhttps://goo.gl/dPczVv

4. 4P THEORIES 4 MAIN BRANDS IN DRINKS : Pepsi Cola, 7-Up, Mountain Dew, Mirinda (for carbonated soft drinks only) 8 sizes, 3 types of packaging: 7oz, 8oz, 12oz, and 1 liter returnable glass bottle (RGB) ; 500 ml, 1L, 1.5L PET bottle ; and 355 ml aluminum can PRODUCTS 4 Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

5. Pepsi is distributed national Pepsi sells its products through approximately 275,000 points of sale in the Philippines. This includes supermarket, convenience stores, bars, sari-sari stores, and carinderias (through sales force). Relies on distribution reach through retail outlets, direct sales, distributiorship, and wholesaling. “Entrepreneurial Distribution System” (EDS) (971 contractors, serving 1,789 routes) Morden trade channels (supermarkets, etc) account for 17% of net sales revenue in ‘08) Thrid party wholesale and distributorship account for 19% of net sales revenue) On a volume-weighted basis, Pepsi sold its products to approximately 46% of the available sales outlets for soft drinks in the Philippines. 4P THEORIES PLACE 5 Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

6. 4P THEORIES Carbonated soft drinks market is dominated by 3 major companies :Coca-Cola, pepsi and COSMOS. Pepsi is mid priced, about 10%-20% lower than market leader and higher than low price rival. PRICE PROMOTION Pepsi ad spending is low compared with closet competitor. 6 Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

7. PCPPI ANALYSIS Pepsi capitalizes in its niche market, supported by its supply and distribution leverage Pepsi is the only soft drink brand actively pursuing the teenage and young professional markets (young, hip, and cool). This is supported by strong advertising and marketing programs. Channeled through its stable and expanding distribution system. Promising as there is planned company investments in multiple plants, infrastructure system to widen reach. 7 Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

8. PRIMARY TARGET MARKET AND POSITIONING 1.Pepsi’s PTM are active teenagers and “on-the-go” professionals. 2.Who want refreshing beverages fit for their active lifestyles. 3.Can choose Coca-Cola, Cosmos, C2, Nestea, Powerade, Zesto-O, or Wilkins, among others. 4.Gap is all other brands offering thirst-quenching, ready- to-drink, and pocket-friendly liquidrefreshment beverages. 5.The market size is Php91 B, Pepsi is Php15 B. 8 Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

9. 1.Carbonated and non-carbonated liquid beverages. 2.Price is mid priced, 10%-20% below/ above competitors. 3.Uses multimedia platform, billboards, supermarkets, convenience stores, bars, “sari-sari” stores, and “carinderias” 4.Is distributed nationwide. 5.Uses niche market, and supply and distribution leverage as its generic winning strategies. 9 PRIMARY TARGET MARKET AND POSITIONING Source: http://goo.gl/RzLKw5http://goo.gl/RzLKw5

10. CONCLUSION The researchers conclude that the Pepsi-Cola Products Philippines Inc. performs a great job in manufacturing, selling and distributing their products. Although at present, they still cannot out overpower their number one rival, Coca- Cola Co., they foresee in the future that their goal to beat them will be possible. Confident of having greater investments from foreign big investors, the company may be able to increase its production and engaged in other types of products. 10 Source: https://goo.gl/dPczVvhttps://goo.gl/dPczVv