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 organized distributionnetwork. The brand ensures a lot of distribution strategies which are basedupon the customer needs, product characteristics and local trade culture. Followingare 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 andindirect methods for their distribution.
For both small and large scale retailersPepsi has different incentives, on accomplishment of the goal they are givenperks which are to motivate them to increase the sale of the brand. Another waythat Pepsi uses to place the product is by giving wholesalers there product inbulk and then they further distribute it to the local retailers. There are someareas where wholesalers have a very strong hold and they do not let the company’scompetitors enter the local market.
By doing this these wholesalers are awardedwith a lot of perks. Pepsi has contract with a lot of local food chains wherethey only use Pepsi products by following this, these chains get a lot of incentivesand perks. This is also an important factor which gives a glimpse of how intelligentlyPepsi places its products. For convenience of the consumers Pepsi make surethat its product reach in every nook and corner of the country. Pepsi do notwant its loyal customers to switch to any of their competitors so they make itsure that its products are easily available. They have also a lot of factorieswhich are located in different parts of the country which allows its distributioneasy and quick.
Another reason of having production plants in different areasis to deliver the product fresh, so that the consumer may enjoy its real taste.For the convenience of its consumer pepsi has developed a lot of packaging.Pepsi comes in all packaging from 250ml regular bottle to 2.5 litter familypack. Pepsi has developed a great structure which is responsible for betterplacement, ensuring its customer convenience is also one of the major goals ofthe company.