Placement: Availability of any product is considered to be oneof the most important factors of marketing process. If you know about theproduct you also like the product and you are a loyal customer of the productbut if it is not easily available to you may think to change the company whichhas products that are easily available for you. Pepsi is an international scopecompany which has a global network for distributing its product globally. Pepsihas a very vast market presence which is dependent on its well organizeddistribution network.
The brand ensures a lot of distribution strategies whichare based upon the customer needs, product characteristics and local tradeculture. Following are some the strategies used by Pepsi for its placement:· Directstorage delivery · Customerware house· onlineorder placementPepsi works on its placement a lot and they make sure thatthey supply their product in ever part of the country. They supply theirproducts from small scale retailers to larger ones Pepsi uses both direct and indirectmethods for their distribution.
For both small and large scale retailers Pepsihas different incentives, on accomplishment of the goal they are given perkswhich are to motivate them to increase the sale of the brand. Another way thatPepsi uses to place the product is by giving wholesalers there product in bulkand then they further distribute it to the local retailers. There are someareas where wholesalers have a very strong hold and they do not let thecompany’s competitors enter the local market. By doing this these wholesalersare awarded with a lot of perks. Pepsi has contract with a lot of local foodchains where they only use Pepsi products by following this, these chains get alot of incentives and perks.
This is also an important factor which gives aglimpse of how intelligently Pepsi places its products. For convenience of theconsumers Pepsi make sure that its product reach in every nook and corner ofthe country. Pepsi do not want its loyal customers to switch to any of theircompetitors so they make it sure that its products are easily available. Theyhave also a lot of factories which are located in different parts of thecountry which allows its distribution easy and quick. Another reason of havingproduction plants in different areas is to deliver the product fresh, so thatthe consumer may enjoy its real taste.
For the convenience of its consumerpepsi has developed a lot of packaging. Pepsi comes in all packaging from 250mlregular bottle to 2.5 litter family pack. Pepsi has developed a great structurewhich is responsible for better placement, ensuring its customer convenience isalso one of the major goals of the company.