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The International Marketing Mix - Case Study Example

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This paper highlights the current marketing strategies at PepsiCo for targeting a wide variety of international consumer demographics and assesses the various strengths and weaknesses at the company in its marketing approaches…
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The International Marketing Mix
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Download file to see previous pages In terms of product, PepsiCo utilizes a wide variety of different positioning strategies for each product brand. However, as each food and beverage product is being distributed to different multinational consumers and a high volume of competition exists in this market, PepsiCo must use its marketing focus to create a connection with consumers through various branding activities. For example, if the typical Aquafina (bottled water) drinker is the athletic and motivated consumer fitting the psychographic profile of social and recreational enthusiast, PepsiCo must position Aquafina as a brand which befits lifestyle and utilizes various marketing communications (as an integrated bundle of marketing messages) to appeal to this demographic. In some developing countries, Aquafina might be more of a staple drink in an environment where clean, city water systems are not common in foreign neighborhoods. This would provide PepsiCo with the opportunity to position Aquafina as a reliant brand such as emphasizing its quality or mineral content. For instance, PepsiCo, in an attempt to appeal to the international consumer with a dedication for environmental advocacy, created a partnered marketing strategy with Sam’s Club (a Wal-Mart company) entitled Return the Warmth to promote recycling and other environmental initiatives (Annual Report, 2007). This indicates how the company utilizes various social trends and a desire to make brands appeal to different demographic segments as a means to give PepsiCo brands competitive advantage and boost international profitability.
       The company also utilizes creative marketing practices, such as new logo design and product packaging visuals, to appeal to the diverse multinational consumer. With the recent decline in global demand for PepsiCo products, the company is attempting to reinvigorate the Pepsi brand by changing cans. In an attempt to appeal to the foreign, contemporary U.S. consumer, the Pepsi brand designed the cans to reflect various emotions which are used in countries where text messaging is popular (Birchall, 2008). ...Download file to see next pagesRead More
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