Pepsi - Mollie Dargan


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This is my slideshow for my final presentation for my class, New Media Drivers License, at Michigan State University.

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Pepsi - Mollie Dargan

  1. 1. PEPSI “Cool Eco-School” Campaign Mollie Dargan
  2. 2. <ul><li>Products </li></ul><ul><li>Carbonated soft drinks </li></ul><ul><li>Waters </li></ul><ul><li>Energy Drinks </li></ul><ul><li>Ready to drink teas </li></ul><ul><li>Juices </li></ul><ul><li>Dairy-based drinks </li></ul><ul><li>Ready to drink coffees </li></ul><ul><li>Sports drinks </li></ul><ul><li>Information </li></ul><ul><li>2009 Revenue: $3.3 billion </li></ul><ul><li>Launched “Pepsi Refresh” campaign in 2009 </li></ul><ul><ul><li>Where Pepsi gave away millions to fund great ideas </li></ul></ul><ul><li>Created two major initiatives to bring clean, safe water to developing countries </li></ul><ul><li>Introduced Pepsi Recycling and Pepsi Eco Challenge </li></ul>
  3. 3. Competition and Challenges <ul><ul><li>Main competitor: Coca Cola </li></ul></ul><ul><ul><ul><li>$7.51 billion – revenue </li></ul></ul></ul><ul><ul><ul><li>Placed more than 73,000 HFC-free coolers globally </li></ul></ul></ul><ul><ul><ul><li>Named to the Dow Jones Sustainability World Index </li></ul></ul></ul><ul><ul><ul><li>Introduced plantbottle, plastic bottle made from 30% recycled material and is 100% recyclable </li></ul></ul></ul><ul><ul><li>Other competition includes other coffee, energy drink, juice, and soda brands </li></ul></ul><ul><li>Greatest challenge: To enhance and improve Pepsi’s social media use </li></ul><ul><ul><li>To better integrate the company’s online, social media sites </li></ul></ul>
  4. 4. Goals <ul><li>Pepsi’s Goals </li></ul><ul><li>To make the company more environmentally aware and to make Pepsi consumers more environmentally friendly </li></ul><ul><li>To be the number one selling soda in America and also to be ranked the number one soda by consumers </li></ul><ul><li>Campaign Goals </li></ul><ul><li>Increased traffic to Pepsi’s website and social media sites </li></ul><ul><li>Increased search engine rankings </li></ul><ul><li>Higher brand awareness </li></ul><ul><li>Improved sales </li></ul>
  5. 5. Campaign Theme <ul><li>New Campaign: “It’s Cool to Be an Eco-School” </li></ul><ul><ul><li>Will create a contest aimed at college students </li></ul></ul><ul><ul><li>The contest will allow students to compete to become the “greenest school” in the nation, winning schools will win a free concert and festival </li></ul></ul><ul><ul><li>Schools will be judged on many criteria including video contests, votes on Twitter, and Facebook fan pages </li></ul></ul><ul><li>Internet based campaign </li></ul><ul><ul><li>Will mostly use the internet and social media sites to advertise this campaign </li></ul></ul><ul><ul><ul><li>A short TV ad that says “Are You Eco-Cool?” with the Pepsi logo will be used as well </li></ul></ul></ul><ul><ul><li>Pepsi already has a good handle at social media sites but this campaign will help Pepsi to expand its target market and to make a better, more effective, and more efficient use of the company’s social media sites </li></ul></ul>
  6. 6. Campaign <ul><li>Target Market </li></ul><ul><li>College students </li></ul><ul><li>Age: 18-25 years old </li></ul><ul><li>Well rounded, educated, concerned about the environment </li></ul><ul><li>How Product Will Be Advertised </li></ul><ul><li>Social Media Sites: </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Online blogging </li></ul></ul><ul><ul><li>Google AdWords </li></ul></ul>
  7. 7. Campaign <ul><li>Twitter: </li></ul><ul><ul><li>Pepsi will use Twitter as a tool to monitor votes for schools </li></ul></ul><ul><ul><li>Students will have the opportunity to tweet about their school and as long as their school name and “Pepsi Eco-School” is mentioned in the tweet their vote will be counted </li></ul></ul><ul><ul><li>Pepsi will also create its own account so that people can tweet at and re-tweet what Pepsi has to say (this will also count as a vote towards a school) </li></ul></ul><ul><li>Facebook: </li></ul><ul><ul><li>Pepsi will use Facebook as a tool to gain fans </li></ul></ul><ul><ul><li>Any school that is competing will be able to create an official fan page for that school in regards to the “Cool Eco-School” campaign </li></ul></ul><ul><ul><li>This fan page will allow students to keep in touch with each other if they have any ideas in regards to the contest </li></ul></ul>
  8. 8. Campaign <ul><li>YouTube </li></ul><ul><ul><li>Pepsi will allow students to upload videos onto a YouTube page that shows what a person has done in their school community to become more eco-friendly </li></ul></ul><ul><ul><li>This will allow others to watch and learn new things they can utilize when trying to become eco-smart </li></ul></ul><ul><li>Online Blogging </li></ul><ul><ul><li>Pepsi will create a blog that will keep people updated on the contest and it will also give tips on how to become a more eco-friendly campus </li></ul></ul><ul><ul><li>The blog will include different links to winning YouTube videos and popular Twitters that tweet about being an eco-school </li></ul></ul><ul><li>Google Adwords </li></ul><ul><ul><li>Pepsi will create a campaign with Google AdWords so that when certain keywords are searched for on Google an ad for the “Pepsi Cool Eco-School” will show up </li></ul></ul><ul><ul><li>Keywords will include: Pepsi, eco-friendly, going green, eco-smart, cool school, environmentally friendly, etc. </li></ul></ul>
  9. 9. Campaign <ul><li>Budget </li></ul><ul><ul><li>$25 million </li></ul></ul><ul><ul><li>A $5 million increase from the current “Refresh” campaign </li></ul></ul><ul><ul><li>This extra money will be used to allocate advertising in places and ways the “Refresh” campaign failed to do so </li></ul></ul><ul><li>Timeline: </li></ul><ul><ul><li>The campaign will start in April and run until the middle of September (concert and festival for winning schools will occur in October) </li></ul></ul><ul><li>Since Pepsi already uses social media sites, this campaign will be used to better enhance the company’s social media use </li></ul><ul><ul><li>Right now Pepsi does not have a verified Twitter account, but Pepsi does have more followers than Coke </li></ul></ul><ul><ul><li>Right now Coke has more fans on Facebook </li></ul></ul><ul><ul><li>Pepsi has used YouTube before so the company has knowledge of the site </li></ul></ul>
  10. 10. Measures of Success <ul><li>Twitter </li></ul><ul><ul><li>Monitor tweets through sites like Hootsuite and Twendz </li></ul></ul><ul><ul><li>Look at number of followers and @Pepsi tweets </li></ul></ul><ul><li>Blogging </li></ul><ul><ul><li>Monitor how many followers blog has </li></ul></ul><ul><ul><li>Search blogs to see if others are blogging about contest </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Look at number of fans for different schools </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>See which schools are most active </li></ul></ul><ul><ul><li>Look at number of schools that have uploaded videos </li></ul></ul><ul><li>Google AdWords </li></ul><ul><ul><li>Monitor cost-per-click </li></ul></ul><ul><ul><li>Use Google Analytics to see how many times the campaign is searched </li></ul></ul>