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Pepsi's traditional target market is teenagers and young adults, according to Forbes magazine. In that vein, its taglines over the years have included "Live for Now" and the "Pepsi Generation."
PepsiCo segmentation, targeting and positioning decisions can be specified as the essence of overall marketing efforts. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment.