Pepsi Company Marketing Strategy - Case Study Example

The Pepsi Refresh campaign is consistent with the brand image in the sense that it is successful and it portrays a positive brand image. The campaign has made it be seen as a positive company through the use of numerous campaigns that aimed at giving back to society. Besides, the Pepsi product campaign used ideal phrases to bring out the amusement, youthfulness, and pleasure that was associate with their product.

Question Two:

Answer

Promotional Mix- Pepsi Company has used a specific blend of advertising techniques, promotional sales, personal selling, public relations (PR), and direct marketing in its campaign, in order to increase customer value and shape its customer relationships.

Integrated Marketing Communications- the company prudently integrates its multiple communication channels/components of the proportional mix to deliver definite, consistent, and compelling company brand and messages.

The company has used the following promotional mix elements:-

1. a) Advertising- Pepsi’s campaign has used non-person presentation and promotion of ideas, goods, and services. For instance, it has used sponsors such as Hulu to advertise in its renowned TV show. Besides, it also broadcasts, uses internet and print adverts in magazines. Besides, it makes use of social media such as Facebook and Twitter, Spot advertisements on main network channels, and various reality TV shows.
2. b) Sales promotion- the company uses short-term incentives aiming at encouraging the customers to purchase their items. This included discounts, coupons, and displays among others.
3. c) Personal selling- the company used its salesperson to build customer relationships and sell the goods and products. These included incentives and other promotional plans.
4. d) Public relations- Pepsi established an overall good rapport with the general public by earning favor from the public. For instance, it used sponsorship, created recreational events, and also through the company’s website.
5. e) Direct Marketing- the company used emails, cell phones, and mail to communicate and establish direct connections with individual customers. For instance, Pepsi employed the use of digital media to directly communicate with consumers.

Question Three:

Answer

The target audience for Pepsi was a youthful generation mostly composed of teenagers and young adults. This implies that the campaign targeted Generation Y consumers who were born between the 1980s and 2000s. Pepsi’s slogans have a clear description of fun, cheerfulness, and living life to the fullest.

The Campaign is consistent with the audience due to its heavy use of social media such as Facebook and Twitter. It is beyond doubt that most teenagers and young adults use social media and this is, therefore, the most appropriate way of reaching them.

Question Four:

Answer

The steps listed in the chapter are as follows:-

1. a) Identifying the target audience- this enables the company to effectively communicate with the customers since effective communication begins with a clear target audience.
2. b) Determining the objective of communication- once the target audience has been established, the next step is for the marketing director to identify what response is sought. The communication objective for Pepsi’s refresh project was to involve customers to log in online and vote for the different projects to be funded as part of its corporate social responsibly.
3. c) Designing the message- after the determination of the anticipated audience response, the marketing director turns towards developing an effective message. For instance, “Doing Good 101,” “Do Some Good” (496), and “What Do You Care About” among other messages used by Pepsi.
4. d) Selecting the appropriate communication channels- this step requires the company to decide upon which type of communication channels it will use. There are two types of communication channels which include, personal and non-personal communication systems. Pepsi employed the use of social media, running spot adverts, using the refresheverything.com site, print media, TV shows, and partnering with Facebook and Twitter to establish communication with its customers.
5. e) Selecting the message source- This step is important for the success of the company’s communication with the customers. The power of the message on the viewer is based on how the customers or consumers view the company. Pepsi did “not shy away from using celebrity endorsers,” and it also got its messages out to the customers at the point of purchase (496). This is an effective message source that will be able to reach most consumers.
6. f) Measurement of the communication results- after sending out the message to the consumers, the marketing director must evaluate the effect that it has had on the target audience. For instance, the amount raised was used to fund projects as part of social corporate responsibility.

Question Five:

Answer

Pepsi’s Refresh campaign was a success. This is because the campaign succeeded in its duty of carrying out corporate social responsibility, it also managed to become one of the most recognized and talked about brands and it had a relatively strong media presence through its use of social media such as Facebook and Twitter. However, it is worth noting that the company also perceived a decrease in market share thereby realizing that it was not helping to sell fizzier goods.