Essays on Marketing Audit Report for Pepsi Max Case Study

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The paper "Marketing Audit Report for Pepsi Max" is a perfect example of a marketing case study.   It is evident that the right approach in any firm’ s marketing strategy is imperative in the attainment and maintaining sustainable competitive advantage in the market. This becomes more paramount when a particular firm is confronted by massive competition in the market which endangers both its short and long-term viability. Consequently, the application of an ideal marketing mix is imperative in the process of identifying the opportunities in the market, launching new products as well as surviving both real and prospective competition in the market.

This fact is supported by Anderson (1982, p. 15) who determined that the role of marketing in strategic planning involves the identification of the most suitable long-term positions for the firm which stresses the necessity for proper identification of the opportunities in the current and future market. Against this background, this report will explore the marketing approach the Australian target market of Pepsi Max and the marketing mix which will center in the 4Ps of marketing namely product, promotion, place and price.

In addition, it will analyze the aspect of competitive advantage of this product in the market. Nonetheless, it is imperative to first get a summative insight into this particular product aimed at gaining an understanding of the marketing strategy which has been put into the utility to instigate and popularize it in the market. Pepsi Max, an overview Pepsi max which was previously known as Diet Pepsi Max until the early parts of 2009 can be perceived as a lump of sugar-free, zero-calories and ginseng-infused cola which and is marketed by PepsiCo.

This product has managed to penetrate diverse markets in the world including Australia amid extensive competition, mostly in the energy drink market. When Pepsi Max is juxtaposed with other energy drinks in the market, Pepsi Max has been cited as giving a relatively low dosage of caffeine to the consumers which stands at 5.75 mg caffeine per 30 ml package, an attribute which has been exhibited in many advertisements through various channels. The Australian target market A target market can be perceived as a group of consumers to whom the marketing efforts by a certain business are aimed at and ultimately its products.

According to Larsen (2010, p. 3), marketers have become cognizant of the fact that there is the extensive divergence of the consumers who consume a particular product in regard to tenets like needs, demographics, social affiliations, location and attitudes. This is founded on the fact that most markets are comprised of different individuals and collectives consumers, sub-markets or segments. This has been evident in the marketing strategy of Pepsi Max whereby the market of this product is highly segmented necessitating the focus on particular market segments of the overall market share of PepsiCo.

This strategy of segmentation and consumer targeting as utilized in the marketing of Pepsi Max is prudent in permitting the delivery of this product within the target audience wants and needs by the producing company (Pickton and Broderick, 2005, p. 373). The primary market of Pepsi Max in Australia is predominantly male, a fact which is evidenced in the Super Bowl commercial which was aired in 2009 and campaigns in the recent times in televisions and radio media which laid great emphasis on the product being intended to be a men’ s diet cola.


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