IMC Final Project   Diet Pepsi            Professor: Michael Savode                       Cristina Parilli                ...
About Diet Pepsi• Introduced in 1964 by Pepsi Co.,• Diet Pepsi is no-calorie carbonated cola  soft drink• Varieties of fav...
Diet Pepsi Packaging• First Diet Pepsi was introduced in the  glass bottle.• In 1994 in can format.• In 2010 in plastic re...
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 ...
Who is Our Customer?• Possible Target Markets  – People who like to be and maintain in shape  – People who feel Diet Pepsi...
Marketing Perception• Target Market: People that like to be and  maintain in shape• Mission: Preference• MarCom Objective:...
BlueprintPsychographics of        Mission of the     Benefits that willthe target market        campaign           satisfy...
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 abo...
Public Relations• Identify our targets influential fitness magazines  and newspapers• Create relationship with these sourc...
E-communication• Launching e-commercial advertisements in  varieties of channel• Applying in banner ad in different websit...
Diet Pepsi on Facebook
Diet Pepsi on YouTube
Diet Pepsi on Twitter
Sponsorship• Being the sponsor of Fashion Night Out• Providing free Diet Pepsi to all stores and events• Global event whic...
Sponsorship• Be title sponsor of the concert• Fund $10 of each ticket purchase directly  to the children education• Publis...
Sales Promotion• Giving people free samples of Diet Pepsi on the  streets• Giving away the flyers, which is comparing the ...
Personal Selling• Promote Diet Pepsi in supermarkets (ex.  Safeway, Whole foods)• Training our salespeople• Telling custom...
Case Marketing• Donate to diabetes association five cent every  bottle from sales.• Join Red Cross to help people.• Help A...
Integration• Direct Marketing: send messages to the members of  gyms• Ads: Include the promotion for gym memberships• PR: ...
Integration• Sales promotion: “Free concert by collect 12  sticks from diet Pepsi”• Personal Selling: Sellers are told to ...
GET SKINNY !!!                   OUNT FOR A GY M MEMBERSHIP  …A ND GET A DISC               THE X-CONCER T FOR FREE!  OR G...
Imc Final Project Kelly
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Imc Final Project Kelly

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IMC project: Diet Pepsi

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Imc Final Project Kelly

  1. 1. 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)
  2. 2. 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
  3. 3. 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
  4. 4. What’s Our Price?• Low- Pricing strategy• The prices of Diet Pepsi : $0.5 to $2.00 (depend on places)• Same price as water
  5. 5. 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
  6. 6. 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"
  7. 7. 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.
  8. 8. 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”
  9. 9. Advertising• “Are you concerned about your shape?”
  10. 10. 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
  11. 11. 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
  12. 12. E-communication• Launching e-commercial advertisements in varieties of channel• Applying in banner ad in different website, social networking and also search engines
  13. 13. Diet Pepsi on Facebook
  14. 14. Diet Pepsi on YouTube
  15. 15. Diet Pepsi on Twitter
  16. 16. 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
  17. 17. 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)
  18. 18. 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
  19. 19. 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
  20. 20. Case Marketing• Donate to diabetes association five cent every bottle from sales.• Join Red Cross to help people.• Help African children for education.
  21. 21. 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”
  22. 22. 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
  23. 23. 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:

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