Strategic Marketing Product Mix and New Product Development Strategies - Essay Example

The Pepsi Company already has a lot of products including business ties with Lipton Iced Tea, but that doesn't stop them from creating more new products. After the production of more than four hundred products you can't say that The Pepsi Company will stop creating new products or new drinks, that's not going to happen, not if they want to maintain to be the number one non-alcoholic beverage company in the world, not if their top competitors such as Coca Cola and Cadbury Schweppes are still around.

(Hoover's.com) So, the idea of developing of another product is very much possible. And a creation of a new product, coffee for example, The Pepsi Company would like to create a new product line like coffee. This new product would require new machineries for the coffee beans and the skilled people in the coffee industry. With the development of a coffee brand of in the Pepsi Company, the organizational structure of the production division would be changed. For example the employees from other department that has the "know how" to operate the coffee machines would be "repositioned" into the coffee department.

Therefore, this would create a great deal of transferees of department within the organizational structure. . tion objectives of marketers to market the new Pepsi products, the use of internet, advertising campaign, sales promotion and sponsorship must be implemented as the IMC tools. The use of these IMC tools may help Pepsi Cola to communicate with the other target segment. For example, with the popularity of the Internet ever increasing, it has now become one of the most common ways of doing business: e-commerce.

Through the Internet the Pepsi product will emerge quickly because Internet acts a shop window for many businesses today, this will also allow consumers to view the different features Pepsi products, its contents in terms of minerals and vitamins or purchase the product features and unique benefits online. In addition, the Internet can also be used as a marketing tool, in meaning on a purely promoting the products, which will aim to result in a more sales from other distribution channels. The rationale for choosing this channel is that Internet can help target consumers worldwide not only on the market and this could be a great opportunity to be develop and in order for consumer quickly recognized the product.

Herein, the entire campaign element must be integrated in order to achieve the desirable marketing communication objectives. Consumer does not separate or divide advertising, sales promotion, sponsorship and internet as marketing communications techniques. They tend to receive the messages from various sources and buildup either favourable or unfavourable image of Pepsi products. As far as they are concerned, the source of the message is unimportant. What they will be concerned with is the content of the message and to what degree the brand promise is actually delivered (Fill & Yeshin, 2001).

Basically, all campaign activities lead down to marketing