IMC Final Project Diet Pepsi Professor: Michael Savode Cristina Parilli HilalPiyade Hsin-Tzu Yen (Janice) Mei-Chi Chen (Kelly) Pei-Chen Tsai (Angela) SureepornVijakkanawong(Kay)
About Diet Pepsi• Introduced in 1964 by Pepsi Co.,• Diet Pepsi is no-calorie carbonated cola soft drink• Varieties of favors; such as wild cherry, vanilla, lemon, and lime.• Zero-sugar, zero- calories, light tasting, crispy and refreshment
Diet Pepsi Packaging• First Diet Pepsi was introduced in the glass bottle.• In 1994 in can format.• In 2010 in plastic recyclable bottles – cans and glass bottles – soda fountains in retail operations such as restaurants
What’s Our Price?• Low- Pricing strategy• The prices of Diet Pepsi : $0.5 to $2.00 (depend on places)• Same price as water
Where We Are ?• National and International• Retailers : convenience stores, supermarket, groceries and etc.• Wholesalers : Target , Costco and etc.• Vending Machines at Gyms, ballparks, supermarkets,• Restaurants
Who is Our Customer?• Possible Target Markets – People who like to be and maintain in shape – People who feel Diet Pepsi is tasty – People who like the brand – People who have diabetes that can not drink regular soft drinks – People who want control blood sugar level – People who don’t like to drink water• Primary Target Market "People who like to be and maintain in shape"
Marketing Perception• Target Market: People that like to be and maintain in shape• Mission: Preference• MarCom Objective: Improve the preference level of Diet Pepsi from 25% to 60 % in 6 months• Real Benefit: Diet Pepsi help us in shape with the best taste.
BlueprintPsychographics of Mission of the Benefits that willthe target market campaign satisfy the needs of the target marketA super model gets off •Lower calories “the best taste”from gym with Diet Pepsi •Fewer ingredients thatin her or his hand and “Compared to”everyone look at him or produce fat “better than”her. •Refreshes without“Are you worried aboutstaying in shape?” filling“Do you need helpstaying in shape”
Advertising• “Are you concerned about your shape?”
Direct Marketing• providing e-mail and mail addresses from the specific gyms• creating an email and flyers that tells about what are the benefits for drinking diet Pepsi over diet coca• giving the massage to the people and get their attention with direct marketing pieces
Public Relations• Identify our targets influential fitness magazines and newspapers• Create relationship with these sources• Provide information about the benefits of diet Pepsi over diet coke. "Better taste-Cero calories"• Stay in contact with the sources to make sure of publications• Use these publications in other methods
E-communication• Launching e-commercial advertisements in varieties of channel• Applying in banner ad in different website, social networking and also search engines
Sponsorship• Being the sponsor of Fashion Night Out• Providing free Diet Pepsi to all stores and events• Global event which held over 250 cities could be a strong relevant to the people who maintain their shape• Celebrities attend this event, the celebrities may influence their fans to choose diet Pepsi
Sponsorship• Be title sponsor of the concert• Fund $10 of each ticket purchase directly to the children education• Publish Diet Pepsi is the title sponsor to magazines such as Shape• Post this message on Pepsi Website (We sponsor MTV concert and $10 of each ticket fund to child education)
Sales Promotion• Giving people free samples of Diet Pepsi on the streets• Giving away the flyers, which is comparing the ingredients with other brands on the street• Putting on the coupons that buy one get one for free for their next time shopping
Personal Selling• Promote Diet Pepsi in supermarkets (ex. Safeway, Whole foods)• Training our salespeople• Telling customers about how to enjoy drinking beverage and also keep shape by using Diet Pepsi• Providing the different brands’ drinks to outstand Diet Pepsi is the most tasty one
Case Marketing• Donate to diabetes association five cent every bottle from sales.• Join Red Cross to help people.• Help African children for education.
Integration• Direct Marketing: send messages to the members of gyms• Ads: Include the promotion for gym memberships• PR: Give information about maintain in shape• Cause Marketing: State in the e-mails that Diet Pepsi is helping breast cancer foundations• Sponsorship: In direct mail state that “ you can join the gym with discount or join a free concert”
Integration• Sales promotion: “Free concert by collect 12 sticks from diet Pepsi”• Personal Selling: Sellers are told to get database information about people who interest in being in shape• E-communications: Include diet Pepsi facebook, twitter and blogs accounts in direct e-mails messages
GET SKINNY !!! OUNT FOR A GY M MEMBERSHIP …A ND GET A DISC THE X-CONCER T FOR FREE! OR GET IN TOFind more information about this promotion at www.dietpepsi.com and at: