Placement: its product reach in every nook and corner


Placement: Availability of any product is considered to be one
of the most important factors of marketing process. If you know about the
product you also like the product and you are a loyal customer of the product
but if it is not easily available to you may think to change the company which
has products that are easily available for you. Pepsi is an international scope
company which has a global network for distributing its product globally. Pepsi
has a very vast market presence which is dependent on its well organized
distribution network. The brand ensures a lot of distribution strategies which
are based upon the customer needs, product characteristics and local trade
culture. Following are some the strategies used by Pepsi for its placement:

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Pepsi works on its placement a lot and they make sure that
they supply their product in ever part of the country. They supply their
products from small scale retailers to larger ones Pepsi uses both direct and indirect
methods for their distribution. For both small and large scale retailers Pepsi
has different incentives, on accomplishment of the goal they are given perks
which are to motivate them to increase the sale of the brand. Another way that
Pepsi uses to place the product is by giving wholesalers there product in bulk
and then they further distribute it to the local retailers. There are some
areas where wholesalers have a very strong hold and they do not let the
company’s competitors enter the local market. By doing this these wholesalers
are awarded with a lot of perks. Pepsi has contract with a lot of local food
chains where they only use Pepsi products by following this, these chains get a
lot of incentives and perks. This is also an important factor which gives a
glimpse of how intelligently Pepsi places its products. For convenience of the
consumers Pepsi make sure that its product reach in every nook and corner of
the country. Pepsi do not want its loyal customers to switch to any of their
competitors so they make it sure that its products are easily available. They
have also a lot of factories which are located in different parts of the
country which allows its distribution easy and quick. Another reason of having
production plants in different areas is 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 family pack. Pepsi has developed a great structure
which is responsible for better placement, ensuring its customer convenience is
also one of the major goals of the company.