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Pepsi case study

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A marketing class presentation about pepsi case study

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Pepsi case study

  1. 1. • 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
  2. 2. Pepsico History • The first name of the drink was "Brad's Drink « • In 1902, Pepsi-Cola Company launch •PepsiCo’s snack food operations (Frito Lay….) had their start in 1932. PepsiCo’s founded by Caleb Bradham, •PepsiCo began its international snack food operations in 1966. • In 1997, It owned Taco Bell, Pizza Hut, KFC.
  3. 3. • 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
  4. 4. Companies owned by Pepsico: Frito Lay Gatorade Tropicana (aquired in 98) Quaker Oats Pepsi brands Diet Pepsi 7UP Mountain Dew Lipton Iced tea (partner) Mirinda Lays/ Doritos…..
  5. 5. PEPSI Swot Analysis
  6. 6. STRENGHTS  The Brand name  Vast product line Strong 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
  7. 7. OPPORTUNITIES  Global presence  Steady growth rate /positive potential  Always looking into the future  Relevant new product introduction (introduce Pepsi Next to counter health issues criticism and put SMART spot logo) THREATS  Health trend  Increased competition  Change in consumers demands
  8. 8. The Direct Competitors
  9. 9. PEPSI ADVERTISING STRATEGY
  10. 10. Pepsi’s campaign includes PR, Spot ads, prints, digital and out-of-home advertising. (word of mouth) Shift a Huge marketing Budget to interactive and Social 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)
  11. 11. PEPSI REFRESH PROJECT
  12. 12. Pepsi Co has committed to award $ 20 million in grants (non-profitable) organizations and individuals ranging from $5000 and $250000 with ideas that will make the world a better place .
  13. 13. 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
  14. 14. Pepsi Refresh project contribute to develop an effective integrated marketing communication: communication IT’s not « about digital as its own channel anymore » However : « It’s how do we infuse digital across all of our marketing programs ». Says Bonin Bough
  15. 15. 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 .
  16. 16. what does Six Degrees.com refers to ? Giving good Card a gift Card for charity which 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.
  17. 17. Integrated marketing communication use of celebrities to transmitt the message of Pepsi refresh project :
  18. 18. Display the symbol of Pepsi in all the lowercase Pepsi logo in cans, bottles and multipakcs  show up the new Pepsi Brand Mark On the front of most of the new packages A reassuring tag line: "Same Pepsi inside, new look outside.
  19. 19. More closely integrate consumers with the brand Drive the concept of Doing Good, rather than drive the brand. transform the community throught a donations program Highlight the projects funded as the project finished Reach their customers easily (using celebrities)
  20. 20. PepsiCo used of consumer-generated media opportunities, TV spots, print ads, and had digital presence 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
  21. 21. • 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
  22. 22. References http://doc-pepsico.com/001110545397/Pepsi http://www.sirpepsi.com/pepsi11.htm
  23. 23. 1)Consider PepsiCo’s advertising throughout its history. Identify commonalities i its various ad campaigns. How is the campaign consistent with PepsiCo’s brand image?
  24. 24. 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"
  25. 25. 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?
  26. 26. THANK YOU FOR YOUR ATTENTION
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A marketing class presentation about pepsi case study

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