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Pages:
3 pages/β‰ˆ825 words
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Style:
MLA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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Topic:

Pepsi: Target Market, Product Bundle, Service Performance, and Brand Name

Essay Instructions:

Individual Written Assignment #2 (3 pages required)
For the second written assignment, select a company of your choice and identify one (1) of the products or services that the company offers. Please write responses to the following questions with respect to that company and the product or service you have identified. (This does NOT have to be the product or service you wrote about in Assignment #1.)
Your written assignment responses should be numbered so that they correspond with the topics below. Use headings and subheadings as needed.
1. Identify and describe the market segment to which the product/service chosen is marketed. Include information about the basic customer needs that are being satisfied in that segment and develop a buyer persona for the segment.
2. For the product/service you have identified, please discuss the product/service bundle (i.e., core benefits, expected attributes, add-on attributes). In addition, choose at least three attributes of the product or service and discuss each based on the type of attribute (i.e., shopping, experience, credence).
3. For the product/service you have identified, identify at least two specific service performances that must be delivered in the process of providing the product/service to customers. (For products, the retailer who provided the product might perform the services,) For each of these service performances, identify potential failure points and discuss how you might failsafe the service (a) to avoid or (b) to identify and respond to these potential failure points.
4. Consider best practices for choosing a good brand name. Evaluate the product/service's brand in light of these best practices and discuss whether or not the brand chosen is a good one.

Essay Sample Content Preview:
Brand Evaluation: Pepsi
PepsiCo's soft drink, Pepsi, is one of the most popular carbonated beverages worldwide. This paper examines various aspects of the product, including its target market, product/service bundle, service performance, and brand name.
Market Segment and Buyer Persona for Pepsi
Pepsi is a carbonated soft drink marketed by PepsiCo to a wide range of consumers across different age groups, genders, and socioeconomic backgrounds. The primary market segment for Pepsi is the mass market, which includes consumers who are looking for a refreshing and affordable beverage option. The basic customer needs that Pepsi satisfies include thirst-quenching, refreshing taste, and affordability. Additionally, Pepsi has also positioned itself as a lifestyle brand that aligns with youth culture, sports, and entertainment. This positioning satisfies the customer's need for self-expression and social identity.
A typical buyer persona for Pepsi would be a young adult or teenager who is price-sensitive and wants a refreshing beverage option that is widely available. The buyers are likely to be active and engaged in social activities and are interested in popular culture, sports, and music. Notably, the buyer may also be influenced by peer pressure and social trends in their beverage choices. They are also likely to be active on social media and prefer brands that engage with them through these platforms.
Product/Service Bundle
The core benefit of Pepsi is the refreshing taste and thirst-quenching properties of the carbonated soft drink. The expected attributes include its affordability, convenience, and availability. Pepsi also has a strong brand image and marketing campaign, which adds value to the product. Add-on attributes include the different varieties of Pepsi, such as diet Pepsi and Pepsi Max, and the company's commitment to sustainability and social responsibility.
Attributes of Pepsi
Availability is a shopping attribute of Pepsi that refers to the ease with which consumers can access the product. Pepsi is widely available in various grocery stores, supermarkets, and convenience stores, making it easy for consumers to purchase the product. The brand has also expanded its reach through online channels, making it accessible to customers through e-commerce platforms and home delivery services. Taste is an experience attribute of Pepsi that alludes to the sensory experience that customers have when consuming the product. Pepsi has a unique taste that differentiates it from other carbonated soft drinks in the market. The product has a balanced sweetness and acidity, makin...
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