Marketing Plan: Phase Two The A-Team introduced a new product called Pepsi Platinum for the PepsiCo company, in Phase Two. This thesis will identify the segmentation criteria that will influence PepsiCo's target market selection. This thesis will describe the organizational buyers and consumers of Pepsi Platinum and the factors that influence their purchasing decisions and discuss how these factors will influence PepsiCo's marketing strategy. Finally, this phase will analyze current competitors and define the competitive landscape for Pepsi Platinum. Segmentation Criteria For PepsiCo to be successful in selling Pepsi Platinum, the company must research the marketing community. The best way to create a strategic marketing plan is to understand your target market in the beverage and sports drink industry. PepsiCo needs to ask itself, "What are the demographics of this market, what are the psychographics and behaviors of the specific market that PepsiCo, in terms of selling this brand, wants to reach?" Understanding our customers' needs and competitor offerings will help PepsiCo create a strategically integrated marketing plan. The principle of any successful marketing strategy is to understand your customers and their needs. The ability to satisfy customer needs better than competitors will first and foremost be to retain customers and increase sales (Business Link, 2007). Market research uses many methods to obtain its results. PepsiCo will use external census data and marketing survey data collected by external market research firms as a way to understand customer wants and needs. Computer methodologies will also be used to collect data on PepsiCo's competitors such as Coca Cola, Jones Soda and Mo...... middle of paper ......s discomfort. ReferencesAccelerade (2007). Advanced sports drink. Retrieved October 20, 2007, from http://www.accelerade.com/products/FAQs.aspxBusiness Link. (2007). Create your marketing strategy. Retrieved October 20, 2007, from http://www.businesslink.gov.uk/bdotg/action/layer?topicIdLucozde.com (2007). Retrieved October 20, 2007, from http://www.lucozade.com/energy/Perreault, W., & McCarthy, J. (2004). Grassroots Marketing: A Global Management Approach.New York: McGraw-Hill.SRI Consulting Business Intelligence (2007). Focus on the future. Retrieved October 21, 2007, from http://www.sric-bi.com/The Coca-Cola Company (2007). Retrieved October 19, 2007, from http://www.thecoca-colacompany.com/The Search Agency (2007). Competitive landscape. Retrieved October 20, 2007, from http://www.thesearchagency.com/seo/compt_lanscape.aspx?prntid=2