Strategy to Make Difference for PepsiCo - Coursework Example

Business-integration and technology orientation, especially in today’s highly dynamic manufacturing and marketing environments, will be certainly a unique idea to utilize the potential of various small players and grab the opportunities that are hidden in the market arena. Out of the 10 start-up companies it selected, Sports Team Space, PearcePoke, Shahmoon Ltd, TvTak Ltd, SoDash Ltd etc are providing communication services such as HD Video posters, social media monitoring, social networking etc.

PepsiCo will be able to utilize integrated marketing communication with the help of these small companies and use marketing communication as one of the main marketing strategies. Integrated Marketing Communication (IMC) is an essentially important and careful combination of all promotional messages including traditional advertising, sales promotion, personal selling, public relation and interactive marketing etc (Lamb, Hair and McDaniel, 2004, p. 413). IMC is a marketing strategy, designed with a program of brand communication with customers, employees and other important stakeholders to create short and long term financial benefits (Belch and Belch, 2007, p. 11). As these two works of literature explained, IMC is a tool that can help a marketer integrate its communication program and deliver the messages more effectively to its targeted customers.

Out of the 10 start-up companies that PepsiCo selected, few are providing dynamic communication services and these will be of greater benefits to the company in future especially if they are utilized for the IMC. It shows how a company can make a greater difference with a simple strategic step and how it can convert it to long term profitability. Mobiles, especially Smartphone, are playing vital roles in the market, perhaps even as a key-role maker in customers’ decision making. Most of the largest companies are deeply thinking of facilitating the marketing services to customers’ finger-reach with help of mobiles.

This would be the main strategic thought of PepsiCo behind the selection of companies like ChartsNow Mobi Ltd, Screenreach Interactive Ltd, Roamler and Waxwired, because these companies, though newer in the market, are stepping ahead with unique mobile gaming, software and other service markets.