The document outlines a transmedia communication plan to engage youth consumers for PepsiCo's brands by leveraging new age media like social networks, mobile, and participatory platforms. The plan involves creating an online platform called Pepsi Academy that ties together participation across media through contests, stories, and gamification to build affinity for PepsiCo's portfolio of brands among different consumer segments. If successfully implemented, the plan aims to increase consumer loyalty and sales while strengthening PepsiCo's brand value.
Dynamic Logic AdReaction 2009 - What Marketers Should Know About Who’s Gettin...Kantar
Results from the AdReaction 2009 survey conducted by Millward Brown's Dynamic Logic, which measured consumer opinions and perceptions of various types and formats of advertising.
The study focused on the social media realm:
–Consumers’ relationship with social media in general
–Reactions to advertising on social media sites
–Exploration into the types or segments of consumers who participate
–Implications for Marketers
The Essentials of Brand Strategy - General Assembly ClassChristian Vatter
1. Creating a consistent brand experience across all touchpoints is essential for building a strong brand. A clear brand idea derived from research should guide all aspects of the business and customer interactions.
2. Implementing a brand starts with identifying the most important customer encounters and optimizing the user experience to match the brand identity.
3. Branding is not just marketing but creating the best possible experiences through products, services, and interactions that bring the brand idea to life. Consistently implementing the brand identity over time is key to success.
Nigel Hollis addresses three topics regarding authenticity and brands: 1) He shares feedback on what authenticity means in relation to brands, noting that authentic brands are seen as true to their origins and genuine. 2) He looks at what authenticity is worth to a brand, finding that authentic brands have stronger brand loyalty and are more likely to grow their market share. 3) He considers the characteristics of authentic brands, such as having a strong brand personality and clarity of associations, and notes that authentic brands tend to be leaders rather than followers.
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands across various media channels. It found that:
1. Social media exposure was directly linked to increases in sales, especially when integrated with other channels like PR, TV or OOH advertising.
2. Integration of social media with other channels had the most consistent impact on sales and consumption.
3. Among the 20 channels analyzed, social media was one of the top drivers of impact on spending and consumption.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Millennials, aged 18 to 34, are an important demographic for the automotive industry as they enter their prime vehicle buying years. However, they are less loyal to dealers and more influenced by recommendations from friends and family than older buyers. To attract more business from Millennials, dealers must focus on increasing customer advocacy by providing excellent sales and service experiences that delight customers and encourage them to share many positive recommendations.
Presentation on Bacardi alcohol beveragesShameel Kumar
The presentation outlines Bacardi Breezer's target market and marketing strategy. It will target single males aged 18-25 who enjoy social activities. Research found most drink alcohol and prefer mixed drinks. The strategy is to position Breezer as more socially acceptable than beer or spirits by emphasizing its variety of flavors and taste. Advertising will focus on TV, magazines, and billboards at universities, featuring celebrity DJs to endorse the product and sponsor club events.
Dynamic Logic AdReaction 2009 - What Marketers Should Know About Who’s Gettin...Kantar
Results from the AdReaction 2009 survey conducted by Millward Brown's Dynamic Logic, which measured consumer opinions and perceptions of various types and formats of advertising.
The study focused on the social media realm:
–Consumers’ relationship with social media in general
–Reactions to advertising on social media sites
–Exploration into the types or segments of consumers who participate
–Implications for Marketers
The Essentials of Brand Strategy - General Assembly ClassChristian Vatter
1. Creating a consistent brand experience across all touchpoints is essential for building a strong brand. A clear brand idea derived from research should guide all aspects of the business and customer interactions.
2. Implementing a brand starts with identifying the most important customer encounters and optimizing the user experience to match the brand identity.
3. Branding is not just marketing but creating the best possible experiences through products, services, and interactions that bring the brand idea to life. Consistently implementing the brand identity over time is key to success.
Nigel Hollis addresses three topics regarding authenticity and brands: 1) He shares feedback on what authenticity means in relation to brands, noting that authentic brands are seen as true to their origins and genuine. 2) He looks at what authenticity is worth to a brand, finding that authentic brands have stronger brand loyalty and are more likely to grow their market share. 3) He considers the characteristics of authentic brands, such as having a strong brand personality and clarity of associations, and notes that authentic brands tend to be leaders rather than followers.
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands across various media channels. It found that:
1. Social media exposure was directly linked to increases in sales, especially when integrated with other channels like PR, TV or OOH advertising.
2. Integration of social media with other channels had the most consistent impact on sales and consumption.
3. Among the 20 channels analyzed, social media was one of the top drivers of impact on spending and consumption.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Millennials, aged 18 to 34, are an important demographic for the automotive industry as they enter their prime vehicle buying years. However, they are less loyal to dealers and more influenced by recommendations from friends and family than older buyers. To attract more business from Millennials, dealers must focus on increasing customer advocacy by providing excellent sales and service experiences that delight customers and encourage them to share many positive recommendations.
Presentation on Bacardi alcohol beveragesShameel Kumar
The presentation outlines Bacardi Breezer's target market and marketing strategy. It will target single males aged 18-25 who enjoy social activities. Research found most drink alcohol and prefer mixed drinks. The strategy is to position Breezer as more socially acceptable than beer or spirits by emphasizing its variety of flavors and taste. Advertising will focus on TV, magazines, and billboards at universities, featuring celebrity DJs to endorse the product and sponsor club events.
Proctor and Gamble: Marketing CapabilitiesNiyor Sisodia
Proctor and Gamble (P&G) is a global leader in branded consumer goods known for iconic products. P&G was founded in 1837 and pursued international expansion in the 1930s. P&G became successful through expansion by acquiring brands like Charmin, Folgers, and Crush. It also drove innovation by creating new product categories like disposable diapers and liquid fabric softener. Additionally, P&G utilizes a dynamic marketing strategy focused on advertising, celebrity endorsements, social media, and emphasis on design to build strong connections with consumers.
Proctor & Gamble's Continued Marketing SuccessRoxene Edwards
Proctor & Gamble (P&G) has achieved continued marketing success through six key strategies: 1) Product innovation through extensive research and development, 2) Maintaining high product quality, 3) Extending brands into multiple product lines, 4) Marketing multiple brands in the same categories, 5) Maintaining manufacturing efficiency to keep costs low, and 6) Implementing a brand management system with single executives responsible for each brand. P&G employs over 1,000 scientists and spends over $2 billion annually on R&D to drive innovation. With sales of over $25 billion annually across 180 countries, P&G's portfolio of trusted brands and focus on the consumer has allowed it to dominate the consumer goods industry for over
PepsiCo is one of the most successful consumer product companies in the world. It was founded by Caleb Bradham and consists of divisions like Frito-Lay, Pepsi-Cola, and Tropicana products. PepsiCo has a long history of acquisitions and spin-offs of brands. It is currently led by a board including Indra Nooyi as CEO. PepsiCo competes with Coca-Cola in the beverage market, with each company targeting different customer segments through variations in their marketing strategies.
PepsiCo believes that business performance is connected to its commitment to communities. It aims to continually improve the world through its operations. PepsiCo was founded in 1898 and sells convenient foods and beverages worldwide. It has a large market share in carbonated drinks and snacks. PepsiCo focuses on financial returns, employee growth, and acting with integrity. It uses strategies like acquisitions, R&D investments, and expanding in emerging markets to drive growth.
Pepsi has historically targeted younger audiences with their advertising campaigns. Some of their most famous slogans include "Twice as Much for a Nickel" from 1939 and "Come Alive, You're in the Pepsi Generation" from 1963. More recently, Pepsi has partnered with popular celebrities like Michael Jackson, Beyoncé, and Jeff Gordon in their ads. Pepsi uses various advertising channels including print, outdoor, broadcast, and their website to promote an image of being hip, cool, and refreshing to teens and young adults.
This document is a marketing plan report submitted by four students for their Principles of Marketing course. It includes an executive summary, table of contents, and sections on Pepsi's product overview, marketing strategy, market segmentation, and analysis of the marketing environment. The report was submitted to their lecturer, Md. Safayet Mansoor, at Daffodil International University to fulfill an assignment requirement.
- The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation founded in 1837 and headquartered in Cincinnati, Ohio.
- P&G manufactures a wide range of consumer products including pet foods, cleaning agents, and personal care products that are sold in over 180 countries worldwide.
- Some of P&G's most recognizable brands are Charmin, Tide, Pantene, Iams, Folgers, Crest, Olay, Always, Ariel, Bounty, Downy, Pringles, and Pampers.
PepsiCo has a long history dating back to the late 1800s. It owns many popular food and beverage brands worldwide. The document discusses PepsiCo's profile, brands, competitors and advertising strategies over time. It focuses on the Pepsi Refresh Project campaign from 2010, an integrated marketing effort that awarded grants for ideas to improve communities. The campaign used social media, celebrities and other digital promotions to engage consumers and highlight funded projects.
Prepared by:
Abdul Hadi Anwar Siddiqui
I am luck that I share this Presentation with you because this is My best Presentation I prepared till now,
thanks........
For more information please follow me at,
Gmail: abdulhadianwar9998@gmail.com
facebook: https://www.facebook.com/innocent.hadi.733
Procter & Gamble was founded in 1837 by William Procter and James Gamble. It originally produced candles and soap but pivoted to soap production for the Union army during the Civil War. Today, P&G operates across 180 countries and is organized into two global business units: Health and Well-Being and Beauty. Its largest segments are Fabric and Home Care, Beauty, and Baby Care and Family Care. P&G aims to acquire 1 billion new consumers by 2015 through expansion in developing markets and increasing productivity across operations.
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's history and introduction to Pakistan in 1971. It then covers Pepsi's product strategy, positioning, pricing, distribution, promotions, competition and target marketing. Pepsi dominates 53% of the Pakistani market but faces threats from competitors like Coca-Cola and health concerns. Opportunities exist in expanding rural distribution and developing new products.
This document provides a strategic report on Procter & Gamble (P&G). It discusses P&G's overview as a Fortune 500 company with $82.6 billion in sales in 2011. It then analyzes P&G's strengths, weaknesses, opportunities, and threats through a SWOT analysis. The report also examines P&G's product differentiation, distribution strategy of intensive distribution through multiple channels, promotion strategy of heavy advertising, and pricing strategies of optional features and competitive pricing.
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
This document outlines a communication strategy for the energy drink Coke Burn, targeting college students and office workers aged 20-35. It identifies the target audience as brand conscious, independent, and working late night shifts. The strategy positions Coke Burn as a "no-bullshit" energy drink that provides an essential push during late nights. Key communication platforms include using a phoenix metaphor to represent "Burn-Rise-Resurrect" and emphasizing functional benefits over competitors. The strategy involves sponsoring music festivals, free samples on college campuses and in offices, and digital/social media campaigns. It identifies the target audience's media touchpoints as TV, newspapers, radio, websites and social media used during commutes, work
Social media, news & brand sentiment November 2012benny008
This document discusses trends in social media, marketing, communications and their impact. It outlines evolving strategies like personalization, collaboration and real-time responsiveness. Brands are becoming content publishers that generate PR through social campaigns. How news, social media buzz and consumer sentiment interact was examined. Studies found that social network users and consumer recommendations are highly trusted forms of information over advertising when making purchase decisions.
En début d’année 2011, Millward Bown a développé en partenariat avec la WFA (World Federation of Advertising), un programme d’étude mettant en parallèle les attentes des marketers en matière d’utilisation de Facebook et les habitudes des internautes. Plus précisément, le second volet visait à comprendre pourquoi et comment les membres du réseau social utilisent les pages de fans et dans quelle mesure elles influençent leur engagement et leurs attitudes. Dans cette optique, 24 pages de fans ont été investiguées dans 6 pays (France, UK, Allemagne, Suède, US et Australie) auprès de près de 4000 fans de pages de marque.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The document discusses plans to extend a successful customer recognition campaign from the previous year to incorporate social media measures. It proposes identifying socially influential customers on Facebook to target with exclusive, highly relevant gifts in order to drive engagement and response through other channels. The campaign would measure success based on lift in key metrics, growth in social followers and fans, viral effects of shareable offers, and responses from different customer segments.
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
Proctor and Gamble: Marketing CapabilitiesNiyor Sisodia
Proctor and Gamble (P&G) is a global leader in branded consumer goods known for iconic products. P&G was founded in 1837 and pursued international expansion in the 1930s. P&G became successful through expansion by acquiring brands like Charmin, Folgers, and Crush. It also drove innovation by creating new product categories like disposable diapers and liquid fabric softener. Additionally, P&G utilizes a dynamic marketing strategy focused on advertising, celebrity endorsements, social media, and emphasis on design to build strong connections with consumers.
Proctor & Gamble's Continued Marketing SuccessRoxene Edwards
Proctor & Gamble (P&G) has achieved continued marketing success through six key strategies: 1) Product innovation through extensive research and development, 2) Maintaining high product quality, 3) Extending brands into multiple product lines, 4) Marketing multiple brands in the same categories, 5) Maintaining manufacturing efficiency to keep costs low, and 6) Implementing a brand management system with single executives responsible for each brand. P&G employs over 1,000 scientists and spends over $2 billion annually on R&D to drive innovation. With sales of over $25 billion annually across 180 countries, P&G's portfolio of trusted brands and focus on the consumer has allowed it to dominate the consumer goods industry for over
PepsiCo is one of the most successful consumer product companies in the world. It was founded by Caleb Bradham and consists of divisions like Frito-Lay, Pepsi-Cola, and Tropicana products. PepsiCo has a long history of acquisitions and spin-offs of brands. It is currently led by a board including Indra Nooyi as CEO. PepsiCo competes with Coca-Cola in the beverage market, with each company targeting different customer segments through variations in their marketing strategies.
PepsiCo believes that business performance is connected to its commitment to communities. It aims to continually improve the world through its operations. PepsiCo was founded in 1898 and sells convenient foods and beverages worldwide. It has a large market share in carbonated drinks and snacks. PepsiCo focuses on financial returns, employee growth, and acting with integrity. It uses strategies like acquisitions, R&D investments, and expanding in emerging markets to drive growth.
Pepsi has historically targeted younger audiences with their advertising campaigns. Some of their most famous slogans include "Twice as Much for a Nickel" from 1939 and "Come Alive, You're in the Pepsi Generation" from 1963. More recently, Pepsi has partnered with popular celebrities like Michael Jackson, Beyoncé, and Jeff Gordon in their ads. Pepsi uses various advertising channels including print, outdoor, broadcast, and their website to promote an image of being hip, cool, and refreshing to teens and young adults.
This document is a marketing plan report submitted by four students for their Principles of Marketing course. It includes an executive summary, table of contents, and sections on Pepsi's product overview, marketing strategy, market segmentation, and analysis of the marketing environment. The report was submitted to their lecturer, Md. Safayet Mansoor, at Daffodil International University to fulfill an assignment requirement.
- The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation founded in 1837 and headquartered in Cincinnati, Ohio.
- P&G manufactures a wide range of consumer products including pet foods, cleaning agents, and personal care products that are sold in over 180 countries worldwide.
- Some of P&G's most recognizable brands are Charmin, Tide, Pantene, Iams, Folgers, Crest, Olay, Always, Ariel, Bounty, Downy, Pringles, and Pampers.
PepsiCo has a long history dating back to the late 1800s. It owns many popular food and beverage brands worldwide. The document discusses PepsiCo's profile, brands, competitors and advertising strategies over time. It focuses on the Pepsi Refresh Project campaign from 2010, an integrated marketing effort that awarded grants for ideas to improve communities. The campaign used social media, celebrities and other digital promotions to engage consumers and highlight funded projects.
Prepared by:
Abdul Hadi Anwar Siddiqui
I am luck that I share this Presentation with you because this is My best Presentation I prepared till now,
thanks........
For more information please follow me at,
Gmail: abdulhadianwar9998@gmail.com
facebook: https://www.facebook.com/innocent.hadi.733
Procter & Gamble was founded in 1837 by William Procter and James Gamble. It originally produced candles and soap but pivoted to soap production for the Union army during the Civil War. Today, P&G operates across 180 countries and is organized into two global business units: Health and Well-Being and Beauty. Its largest segments are Fabric and Home Care, Beauty, and Baby Care and Family Care. P&G aims to acquire 1 billion new consumers by 2015 through expansion in developing markets and increasing productivity across operations.
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's history and introduction to Pakistan in 1971. It then covers Pepsi's product strategy, positioning, pricing, distribution, promotions, competition and target marketing. Pepsi dominates 53% of the Pakistani market but faces threats from competitors like Coca-Cola and health concerns. Opportunities exist in expanding rural distribution and developing new products.
This document provides a strategic report on Procter & Gamble (P&G). It discusses P&G's overview as a Fortune 500 company with $82.6 billion in sales in 2011. It then analyzes P&G's strengths, weaknesses, opportunities, and threats through a SWOT analysis. The report also examines P&G's product differentiation, distribution strategy of intensive distribution through multiple channels, promotion strategy of heavy advertising, and pricing strategies of optional features and competitive pricing.
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
This document outlines a communication strategy for the energy drink Coke Burn, targeting college students and office workers aged 20-35. It identifies the target audience as brand conscious, independent, and working late night shifts. The strategy positions Coke Burn as a "no-bullshit" energy drink that provides an essential push during late nights. Key communication platforms include using a phoenix metaphor to represent "Burn-Rise-Resurrect" and emphasizing functional benefits over competitors. The strategy involves sponsoring music festivals, free samples on college campuses and in offices, and digital/social media campaigns. It identifies the target audience's media touchpoints as TV, newspapers, radio, websites and social media used during commutes, work
Social media, news & brand sentiment November 2012benny008
This document discusses trends in social media, marketing, communications and their impact. It outlines evolving strategies like personalization, collaboration and real-time responsiveness. Brands are becoming content publishers that generate PR through social campaigns. How news, social media buzz and consumer sentiment interact was examined. Studies found that social network users and consumer recommendations are highly trusted forms of information over advertising when making purchase decisions.
En début d’année 2011, Millward Bown a développé en partenariat avec la WFA (World Federation of Advertising), un programme d’étude mettant en parallèle les attentes des marketers en matière d’utilisation de Facebook et les habitudes des internautes. Plus précisément, le second volet visait à comprendre pourquoi et comment les membres du réseau social utilisent les pages de fans et dans quelle mesure elles influençent leur engagement et leurs attitudes. Dans cette optique, 24 pages de fans ont été investiguées dans 6 pays (France, UK, Allemagne, Suède, US et Australie) auprès de près de 4000 fans de pages de marque.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The document discusses plans to extend a successful customer recognition campaign from the previous year to incorporate social media measures. It proposes identifying socially influential customers on Facebook to target with exclusive, highly relevant gifts in order to drive engagement and response through other channels. The campaign would measure success based on lift in key metrics, growth in social followers and fans, viral effects of shareable offers, and responses from different customer segments.
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
Wikibrands Western Sponsorship CongressSean Moffitt
Wikibrands and WikiSponsorships aim to reinvent business and properties in a fan-driven marketplace. They propose a model where brands collaborate with fans and influencers using mass, direct, and social influence marketing approaches. This model emphasizes authenticity, collaboration, dialogue, and social purpose over traditional hype, control of messages, and one-way broadcasting. It also suggests integrating sponsorship efforts across online and mobile platforms, social networks, and influencer outreach to build true fan communities and advocates.
The Global Platform for Conscious Media and Entertainment called CGood TV aims to curate and create high-quality conscious media programming in order to remove the paradox of choice that consumers face in the fragmented media landscape. CGood TV will centralize, curate, and amplify meaningful programming focused on topics like health & healing, spirituality, nature, and social impact. The platform will utilize innovative technology, strong branding, and a community-focused approach to become the premier consciously curated streaming destination.
Social Business - Why Change is Imperative, Who’s Getting It Right, How They...Sean Moffitt
The document discusses social business and the importance of change. It outlines four laws of the connected internet: awesomeness, socialness, authenticity, and being customer-driven. Great engaged brands connect through visual content, communities, and transparency. To succeed, companies must strategize engagement through a FLIRT model, maintain wikibrands, and avoid digital deafness. The future will be shaped by trends in personalization and thought leadership.
A presentation made by Caroline Baxter at the December meet-up for Brighton Social Media.
Caroline's presentation discusses:
* How ‘Traditional Demographics’ for campaigns are no longer relevant.
* How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
* Where we can look for demographics of the future.
* What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.
The document summarizes a presentation by Sean Moffitt on building brands in today's social media landscape. Some key points from the presentation include:
- Brands must engage customers through social media and online communities to build advocacy and remain relevant. Successful brand communities provide value and incentives for members.
- Metrics like member engagement, traffic, new registrations, and referrals are important for measuring community success, but the objectives of the community should guide the metrics.
- Building a brand in social media requires changes to company culture and a focus on listening to customers and empowering them as advocates and collaborators.
Social Marketing Delivers on the Promise of Direct MarketingResource/Ammirati
Social marketing is the next step beyond direct marketing, where push is no longer the order of the day. In a reversal of the power flow, pull experiences now shape brands and inspire consumers to influence one another.
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
This document discusses trends in the beauty industry and opportunities for innovation. It analyzes changing consumer demographics like aging baby boomers and teens, as well as cultural shifts around thinking positively and the use of technology in beauty. Key opportunities mentioned include products focused on beauty boosting, super concentration, beauty gadgets, and delivery devices. Competitor examples highlighted for inspiration include Harvey Nichols, Marks & Spencer, Fresh, Aesop, and Beauty Emporium. Other trends noted for further exploration are nutri-beauty, dermo-cosmetics, health as beauty, beauty supplements, craft beauty, and ethical beauty.
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to enable the collaborations through
educational institutes
Create a pull
& the minor infrastructure support to
allits PepsiCo getting PepsiCo
satisfaction on websites
initiatives
products institutes
health Customers Institutions
11. How we will benefit from it ? It’s implementation
Increment in consumers base of PepsiCo Goal Setting
Increased number of loyal consumers of Identification of the right media
PepsiCo products Mapping the sub-brands to consumer
Increment in per capita consumption of psychographics
PepsiCo products Choosing the effective channel
Activation
It’s key features
Transmedia Storytelling
different stories, same theme
different stories , different media
convergence
Participative campaign
stakeholders contribute to the brand narrative
open source ideation
Authenticity
12. Consumer power
Super
consumers Brand
democracy
Consumer-brand
partnership
Brand as activist
Brand as icon
Low High
differentiation differentiation
Brand as
personality
Brand as
reference
Generic brand Value
consumers
Supplier power Source: Holytornado.files.wordpress.com
13. New Age Media
Because Evidence
Customer Says:
• Don’t interrupt me,
entertain me
• Make it relevant
• I want a dialogue, not your
monologue
Growth Rate of various media
Year 2008 2009
TV Viewers 20% 16% Decreasing
Internet Users 33% 58% Increasing
Mobile Users 58% 60% Increasing
Source: http://capitaline.com
14. Non participative Extremely participative
Web 2.0
Web 2.0 Sermon
Non participative User Participation Meter Conversation
Extremely participative
Mobile
Social-networking sites
Mobile
Streaming websitesSermon
Non participative User Participation Meter Extremely participative
Conversation
Mobile games
Outside Home
Chat tools home, not at Point of sale
Outside
Mobile downloads
Blogs streaming/ TV participative
OOH screens
Mobile
Sermon User Participation Meter Extremely participative
Conversation
Traditional media – with engagement models
Non Web 2.0 has
Traditional
Onlinetoll gates on major highways
• at games
Mobile web ever growing
Product
Mashups & Folksonomies
•
Mobile applicationsSermon
media in amusement parksNon participative participation
UserStrong potential to engage numerous people,
Participation Meter Extremely participative This is
Conversation
ATMs - 132
Productcafés Million users users http://capitaline.com
TV
Cyber – 3.78 Million
Source:
and invite participation the
Sermon Decreasing growthMeter
User Participation rate, Conversation
Newspaper “future”
Events – “Pepsi
Pepsi Academy Day” but can be revived
Source: http://capitaline.com
Pepsi Lounge
The product is the best
My-card & Pepsi-gang membership
way to engage consumer
Pepsi crown
15. Pepsi . Beverage reveals a 10 digit
My-card crown alphanumeric code
My-card holder can SMS the code on
toll-free number to increase his
account score by 50 points
Must for becoming part of “Pepsi-gang”
Offered at the selected retailers in every city
On the purchase of beverages worth Rs.500
within a stipulated time frame.
My-card holder needs to Pepsi
register his card number at Academy
by SMSing the details
online
Online Pepsi-gang is created
account
with an opening score of 100
16. A “Pepsi lounge” opened in every major city
“My-card” holders feel the “Pepsi” belongingness
exclusive PepsiCo products would be served
Card holders with high scores get premium benefits
free passes for movies, cricket matches
goodies signed by PepsiCo ambassadors
Regular events organized
celebrate victories of India in international sports
visits by brand ambassadors
celebrate special days like Environment day
17. Pepsi Academy will be online at http://www.pepsiacademy.com
It will conduct contests based on current campaigns of Pepsi
blogging
ad-making
slogan writing
guess the end of ad
gaming
Online contests: on www and mobile web
Mobile based contests: entry will only be accepted through mobile
Only registered users would be eligible to participate in the contests
winners awarded hard-copy merit certificates by Pepsi Academy
their account score increases
There will be articles on current issues by PepsiCo brand ambassadors
There will be stories posted by users
the chosen ones will be later published in the newspaper
18. To create buzz, website would also feature
Window of fame
showing the picture & details of highest account score holder
A graffiti wall
where any user can post pictures or videos
content would be moderated
PepsiCo ads for different media
in the form of story telling
presented as a part of the larger story
Linkage with social media websites
“Pepsi Academy” updates posted on the homepage/ wall of members
Voting platform
polls on the best solutions to “guess the end of ad”
polls on interesting topics
19. “My-card” holders may SMS crown code to increase their score
Registered users would be sent SMS news for
interesting facts
PepsiCo updates
Account holders may use mobile web to participate in
contests conducted by Pepsi Academy
Mobile specific contests would be conducted
speed SMS
mobile gaming
ringtone making
“My-card” holders may download
PepsiCo theme smart phone applications, by redeeming account score
PepsiCo advertisements, available on Pepsi Academy website
20. OOH Screens would be placed:
at toll gates on major highways
in amusement parks
in sports stadiums
Consumer participates by sending SMS’s to the
giant screen put up by PepsiCo
Others can build up on that by sending reply SMSs
Content would be moderated for public display
21. TV can be used as a new age media
with new engagement models
Web link would be promoted
for behind-the-scenes footage of the ad
Specially designed PepsiCo
ads would be broadcasted
in the form of story telling
the larger story would end in speculation
viewers would be prompted to guess the ending
viewers would take clues from other sub-stories posted on different
media
best voted solution would be awarded
22. A column space would be bought in leading newspapers
the weekly column “Joy of sharing”
would be published on Sundays
it would include refreshing stories of
“My-card” holders selected by Pepsi academy
picture of the chosen member would be published
mobile number of the writer may also be published,
so that readers can send congratulatory SMSs
Best “writer of the month” will have his story and picture printed on the Pepsi cans
23. Install new Pepsi vending machines in 100 select cities
at airports
at railway stations
in malls
Put print ads
in malls
at cyber cafes
at ATMs
to prompt user to register with Pepsi academy
Print Pepsi logo on the back of ATM receipts, which can be exchanged at Pepsi Lounge
for account score
Provide incentive to cyber café owners for setting the home page to
http://www.pepsiacademy.com
24. A better AEventsthealllong new spiritsub-stories
A greatGalvanize refreshing age the consumer
Celebrate ourdelightfulof allbrands Pepsi year
Celebrate year to all buzz converges
& great across connect themedianext
opportunity the new to of
more winners Pepsi lounges
Showcase the brand for the
A one of its kind celebration that brings
together all stakeholders and stories.
25. India wins lots of medals in the But there is a theft in the Indian
The detective comes
Commonwealth games camp
He finds a piece of paper that He gets a clue that medals are Guess the medal, city & sport
was mistakenly left by the thief hidden in different cities Win a seat in the finals
26. Web 2.0
Product Mobile
(Pepsi Academy & Social Media)
India’s Boxing Gold medal is in Delhi
Different media Different sub-stories One main story
27. Young Enthusiastic Bubbly Futuristic Liberal Successful Aspiring
Liveliness Travel
Life-loving Go-getters
Change Campaigns
Politically- conscious Positivists
Dynamism Business
Independent-minded
Joy Music
Happy-go-lucky dependents
Belief Reward
Destiny-believing pessimists
Connecting
Meeting Point
Values
Treat for you
28. Travel Reward Campaigns
Invitation from Pepsi to the youth, to
participate in campaigns like
Primary education
Environment protection
Business Regular business
trivia and tips
through mobile &
Travel websites The highest account scorer web
will require “My- of the month will get a
card” number chance to work as an external
The receipt will consultant to Pepsi
Music
have “Pepsi” logo Selected songs will be
Receipts will be made available on Pepsi
redeemable at the And …
Academy for free download
airports for a 500 ml
Pepsi Pepsi Day
for all
29. Chips Hungry Nourishing Tasty Party Snack Flavour
Maturity Environment
Life-loving Go-getters
Connectivity Social media
Politically- conscious Positivists
Awareness RSS feeds
Independent-minded
Lifestyle Magazines
Happy-go-lucky dependents
Connecting
Meeting Point
Values
Treat for you
30. Environment RSS feeds Magazines
“Lays green toolbar” would be
introduced
It’ll feature
-- Green dictionary
-- Green games
-- Links to other green websites & Pepsi
Academy website Run a column on the
emerging lifestyle of the
youth
Social media Column named “vote for
Notify Pepsi Academy
Send the updates from members about updates your lifestyle” would run
Pepsi Academy website to on the website through on the lines of “vote for
the homepage/wall of all RSS feeds your flavor”
the members
31. Strong Macho Daring Experimental Victorious Bold Aggressive
Adrenaline Games
Life-loving Go-getters
Rebellion Blogs
Politically- conscious Positivists
Rebellion Blogs
Independent-minded
Dreams Comics
Happy-go-lucky dependents
Connecting
Meeting Point
Values
Treat for you
32. Games Blogs
Engage consumers through online blogging
on Pepsi Academy websites on topics like
-- “Current challenges for India” for Politically
conscious positivists
-- “Life is an adventure” for Independent
minded consumers
Comics
Engage consumers through
Engage consumers online comics, whose main
through online character is very adventurous
adventure games Make the comics freely
Scores would be available on Pepsi Academy
added to the “My- website
card” account Post the link to various social
media
33. Energy Power Performance Sports drink
Relatively newer Educate the
Niche segment
brand consumer Better for you
Popularize it … but low A&M budget
Around commonwealth So
Energy & Performance … Fatafat !
Develop it
Sportsmen as brand ambassadors
-- target different sports
Target gyms and fitness clubs Forum on social media
Induce taste
-- sponsor instruments -- are you fit to represent India?
-- provide free coupons for Gatorade -- “make your team” contest
34. Health Nutrition Longevity Light Ready to eat breakfast
“Oats”- Increase “Breakfast
Complete food awareness habit”
Better for you
Increase awareness… but low A&M budget
Early adoption for
Target the children So
greater loyalty
-- Ready Quaker breakfast for school canteens
-- Quaker line of stationery Engage through social media communities
Educate the mothers “Aaj kitna better lagta hai” buzz
-- Quaker health camps for children “Healthy hindustaan” club
35. Tasty Tea time snack Indian Flavor
Life-loving Go-getters
Politically- conscious Positivists
Fun Umm… Meter
Connecting Independent-minded
Meeting Point
Values
Happy-go-lucky dependents
Treat for you
36. Kukure ads prompt viewers to post “Umm…meter” created to Recipe owner would campaign
their recipes on Pepsi academy test taste of all recipes to get maximum votes
“Umm…meter” updates sent Top 3 recipes reviewed by Winner’s recipe as new flavor,
on members’ homepage Kurkure team photo & recipe on the pack
37. Online travel agencies
Travel generates $1600 Million
revenue through internet
Regional languages
Regional language sites have grown to
34% of online market
Online social media
25 million unique social media users
an opportunity social networking growth at 36%
to connect better Search engine
to be where the consumer is 73% of internet users search the web
1+ Billion queries per month
38. Companies who
are like minded
have common target group
have strong connect with consumers
have future growth potential
Travel
Makemytrip.com Yatra.com Cleartrip.com Ezeego1.co.in
Search engine
media
Social
Google Yahoo search AltaVista Alot
Facebook Orkut Twitter Hi5
39. Makemytrip.com & Yatra.com
Sites will require “My-card” number
The receipt will have “Pepsi” logo, receipts will be
redeemable at the airports for a 500 ml Pepsi
Google
It will support “Pepsi-theme” on its regional search pages
Twitter & Facebook
They will allow Pepsi Academy content displays
Benefits
Number of unique consumers from our target-group touched per day
Makemytrip.com Yatra.com Google.com Facebook.com Twitter.com
12 lakhs 8 lakhs 648 lakhs 169 lakhs 2 lakhs
Source: http://www.alexa.com