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• History of Pepsi• Actual Company Profile Goods and Services• Company analysis• Competitors• Advertising strategy of Pepsi corporation .• Pepsi refresh Campaign/project (2010) . Integrated Marketing Communication• Doing Good project• Social (digital) media Campaign.• Conclusion
Pepsico History• The first name of the drink was"Brads Drink «• In 1902, Pepsi-Cola Company launch•PepsiCo’s snack food operations (FritoLay….) had their start in 1932. PepsiCo’s founded by Caleb Bradham,•PepsiCo began its international snackfood operations in 1966.• In 1997, It owned Taco Bell, Pizza Hut,KFC.
• Pepsi Co was founded in 1965 Donald M. Kendall [merger of Pepsi cola & Frito lay]• Pepsico “located in New York City• Indra K. Nooyi, Chairman; President; CEO• it holds 285,000 employees• Revenue: US $ 57.838 billion [Growth 33.79%] • Rank: 20/21 [2011/2010 IW U.S. 500] •fiftieth largest publicly owned company •Distribute and sell beverages, snacks in 200 countries worldwide
STRENGHTS The Brand name Vast product lineStrong Distribution Pepsi Refresh Project Competent CEO (Indra Nooyi) WEAKNESSES Unhealthy products Lack of focus on core operations failed to support sales of it’s core brand
OPPORTUNITIES Global presence Steady growth rate /positivepotential Always looking into the future Relevant new productintroduction (introduce PepsiNext to counter health issuescriticism and put SMART spotlogo) THREATS Health trend Increased competition Change in consumers demands
Pepsi’s campaign includes PR, Spot ads, prints,digital and out-of-home advertising. (word of mouth) Shift a Huge marketing Budget to interactive andSocial Media program. PepsiCo decision to favor digitally focused Social Media from high profile spots compelling & risky Move from past ads focused on youthful nature of Generation (stick with celebrities) to it’s new Program (Pepsi Refresh)
Pepsi Co has committed to award$ 20 million in grants (non-profitable)organizations and individuals rangingfrom $5000 and $250000 with ideasthat will make the world a betterplace .
The aim of this compaign is that :• The message Demonstrate of social responsibility• The message should be delivered with a fat dose of social media
Pepsi Refresh project contribute to develop an effective integrated marketing communication: communicationIT’s not « about digital as its ownchannel anymore »However :« It’s how do we infuse digital across all of our marketing programs ». Says Bonin Bough
Cont (….)How Pepsi refresh project works in digital ? Pepsi is running spot ads on the main networks as well as 30 different cable channels. The ads inform people about the Pepsi Refresh campaign direct them to www.refresheverything.com site . After the 1st grants were awarded ,ads began highlighting projects that had been funded .
what does Six Degrees.com refers to ? Giving good Card a gift Card for charitywhich they can use to support their favorite cause in the US. In return, they will pay it forward by sending Good Cards to their family and friends.Pepsi is giving away millions each month to fund refreshing ideas that change the world. The ideas with the most votes will receive grants.
Integrated marketing communication use of celebrities to transmitt the message of Pepsi refresh project :
Display the symbol of Pepsi in all the lowercase Pepsi logo in cans, bottles and multipakcs show up the new Pepsi Brand MarkOn the front of most of the new packagesA reassuring tag line: "Same Pepsiinside, new look outside.
More closely integrate consumers withthe brand Drive the concept of Doing Good, rather than drivethe brand. transform the community throught a donationsprogram Highlight the projects funded as theproject finished Reach their customers easily (using celebrities)
PepsiCo used of consumer-generated mediaopportunities, TV spots, print ads, and had digitalpresence on Twitter ( 634 969 fans) and facebook(7 867 474 fans) To get Direct dialogue with fans and consumers Partenered with Foursquare to direct FS members to Pepsi retailers
• Hold special contests asking for employee sustainability suggestions – Human sustainibility – Environmental Sustainibility• Pepsico’s profits, are everyone’s Profits Community members: Community/ Social Programs, scholarships, Educational Awarness
1)Consider PepsiCo’s advertising throughout itshistory. Identify commonalities i its various adcampaigns. How is the campaign consistent withPepsiCo’s brand image?
Slogans of pepsi• 1939 « Twice as Much for a Nickel »• 1958 « Be Sociable, Have a Pepsi »• 1961 « Now it’s Pepsi for Those Who Think Young »• 1984 Pepsi. The Choice of a New Generation.• 2003 « It’s the Cola ». « Dare for more »• 2008 « Pepsi is # 1 »• 2010- present"Every Pepsi Refreshes The World"
2) List all promotional mix elements used in the Pepsi Refresh Campaign.3) Describe PepsiCo’s target audience. Is the Refresh Campain consistent with the audience?4) Analyze the campaign according to the steps listed in the chapter for developing effective marketing communication.5) Will The Pepsi Refresh campaign be successful? Why or Why not?