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Pepsi marketing campain

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Nguyen Phuong Anh

on 6 April 2014

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Transcript of Pepsi marketing campain

INTRODUCTION OF THE COMPANY
History and
nature business
Rise
Overview
Competitors
SWOT ANALYSIS OF PEPSI
Advertising
analysis

CUSTOMER ANALYSIS
Strength
- High quality soft drink.
- Suitable brand name.
- Good/unique Packaging.
- Established name and good reputation.
- Large market share.
- Strong research & development.
- A lot of budget on advertising.
- Vast distribution channel.
- Strong relationship with bottlers.
Weaknesses
- Less incentive or discount to retailers.
- Young customers.
- Declining demand of disposal bottle.
- Tin pack is not available in far off rural areas.
- Does not pay much attention to many potential outlets like hotels, college canteens
- New entrants
- Top competitor is number one seller of bottles beverages
- Recession
- Must abide by FDA regulations
- Carbon emissions limits
- Most sales are domestic, although product is sold internationally
- Soft drink sales are low because of health food promotion
- Rising resource prices
Opportunities
- Increase in consumption of soft drinks by the consumers.
- Population growth.
- Flexible Government policy.
- Pepsi have enough funds to expand their business.
- Company may start entering rural areas also.
- The company may also diversify its business in some other potential business.
- Increased interest of people in musical groups, cultural shows and sports has provided an opportunity for Pepsi to increase its sales through them.
Threats
- The main competitor of the company is the Coca Cola.
- Cola drinks are not good for the health so the awareness level of the people is increasing which is a big threat to the company.
- Low purchasing power of the peoples.
- Law and order situation has a great impact on company sales.
- Increasing interest rate.
Distant competitors
Pepsi cola and Nestle juice are distant competitors of one another. It means that their products satisfy the same want but they are in indirect competition with one another.
Close competitors
Pepsi and Coke are close competitors. It means that both have direct competition in the market, their products such as
PEPSI
&
VITAMIN WATER
are slightly substitute for one another. Both the products can influence the market share of one another through effective strategies
Marketing
segmentation
Geographic segmentation
Demographic segmentation
Behavioral segmentation
Ages
Analyzing markets by age is to divide the total population into age groups and analyze the wants and needs of each group.
Race
Consumption patterns of PEPSI differ on the basis of race because market research if first 15% peoples purchased & used your product which have company launch others 85% peoples follow them.
Income
PEPSI Buying patterns depends on income of the consumers. No two individuals or families spend money in exactly the same way that’s why company launch economy packs of PEPSI.
Family Size
The consumption patterns of PEPSI definitely vary with the number of people in the household that’s why company introduce 1.5 liter & 2.25 liter bottles in the market.
Usage Rate
One possible way to define target market is by product usage. There can be heavy users, medium users, light users, and nonusers of Pepsi products. Targeting on the basis who want to increase consumption by present users and to convince and introduce new product such as PEPSI to nonusers and to become users.
User Status
PEPSI market can be segmented on the basis of user status of Pepsi products such as:
non-user
ex-user
potential user
first-time user
regular-user & so on.
Readiness Stage
PEPSI market can be segmented on the basis of people’s readiness to buy the product. Some people are well informed and are interested to buy the product. Some other may be well informed but not interested to buy the product.
Buying Motives
Buyers buy the product with different buying motives such as:
economy
convenience
prestige, etc
Advertising
Strategy

Pepsi Diet
- Diet Pepsi is a no-calorie carbonated cola soft drink produced by PepsiCo, introduced in 1964 as a variant of Pepsi-Cola with no sugar. First test marketed in 1963 under the name Patio Diet Cola, it was re-branded as Diet Pepsi the following year, becoming the first diet cola to be distributed on a national scale in the United States.

- Slogans:
1980-1983: "Now You See It, Now You Don't"
1983-1984: "Taste. Improved By Diet Pepsi"
1984–1988: "Diet Pepsi. The Choice of a New Generation"
1988–1989: "Diet Pepsi. The Taste That's Generations Ahead"
1989–1990: "Diet Pepsi. The Right One"
1989–1992: "Diet Pepsi. The Taste That Beats Diet Coke"
1990–1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi)

Advertising
Product
: convenience food and bottled drinks:
Bottled drinks
Foods
Price
: convenience food and bottled drinks
Place:
Grocery Stores, restaurants, vending machines, and concession stands nationwide.
Promotion:
TV commercials, products appear on TV shows and movies, newspaper and magazine advertisements, and coupons.
Advertising environment
Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Customers
Threat of Substitute Products
Nature of Rivalry
Economic
Social and cultural
Competitive
Legal
Political
Technological
Advertising Online
- Keeping People Focused on Pepsi:
uses social media to keep internet users engaged with their brand.
- Using Social Media to Gain Demographic Information:
use social media to get demographic information from your audience.
- Tailoring Ads for Specific Local Areas:
They use location just like they use other demographic information, to customize ad campaigns and internet content.

Advertising campaign
History
Nature of Business
- 1904, was found by Caleb Bradham
- 1931, Charles Guth bought the company.
- 1970s, used light weight plastic to produce bottles.
- 1980s, focused on increasing the amount of franchises.
- the 20th century, Pepsi expanded company internationally.
- 1997-1998, Pepsi’s different bottlers have finally merged and separated into bottling and marketing division.
- 2006, Pepsi Bottling Group became a joint manufacturer with 16 regional bottlers.
- Wide-variety of bottled drinks.
- Owning about 80% of the North American bottled drink distribution centers.
- In 2008, expanded more rapidly than ever by purchasing JSC Lebedyansky, earning twenty-five percent of the international bottling business
- 2009, bought Better Beverages and Ab-Tex beverage.
- Having rights to sell bottled beverages internationally in Canada, Spain, Greece, Russia, and Turkey as well as domestically in forty-two states plus Washington D.C.
- runs close to six hundred manufacturing and distribution organizations and thirty-eight thousand fleet vehicles
Mission & Vision Statement
Mission
- To be the world’s premier consumer products company focused on convenient foods and beverages.
- Producing healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate.
- Striving for honesty, fairness and integrity.
Vision
To be the world's best beverage company
Company who directly target your customers.
The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do.
strength
weakness
opportunity
threats
PEPSI divide the target market in to different groups according to their differences in needs.

Region
Urban\Rural
Locality
Consumers (Public)
Business (Companies)
Government (Govt Offices)
New Advertising Campaign
Target market
Publicizing products
• We are also going to demonstrate the new slogan for this new summer advertising campaign which is suitable for our consumers: "Pepsi - delighting your summer".

• Besides, having a long-lasting monopoly providing drinks contract with others famous fast-food brands such as, KFC, Lotteria, etc in order to expand the consumption market of Pepsi.

• Moreover, giving drinks for free at schools, universities, companies, etc could helps Pepsi to introduce their brands to many customers and attract them.

• Last but not least, investing and funding in TV shows, sport events, charity in order to spread out our brand name.

Advertising strategy
Determining the principal consumers of our products
Our products, of course, are made to please every types of consumers especially:
Children
Pre-teens
Teenagers (especially girls)
Young adults

Understanding customers needs through marketing research
Having a frequently survey in consumers' needs to improve both the qualities of our products and the reliance of the consumers. Besides, by doing this, we could attract more customers to our brands.

Opening new section on our main website in each country to referendum opinions and feedback from the consumers in order to show our respect to the customers. Moreover, according to their opinion, we may have some creative ideas of producing new products.

International sales
First of all, since most of the world is currently suffering from recession
- Pepsi should strive to find cost-cutting solutions to keep both prices low and profits high.
- Having suitable price for each kind of customers
- That fact addresses another problem of Coca-Cola being Pepsi’s number one competitor-the top seller of bottled beverages. Pepsi should create strong advertisement campaigns and slogans to further promote the success of their products.
Environment
While “going green” is a very beneficial movement in this economy
- Keep efficiency and effectiveness at its best.

- Find a way to keep their carbon emissions in check with federal regulations and purchase “green” equipment.
Consumers health
The weaknesses and threats sections of the SWOT analysis show things that Pepsi needs to improve on.
- Focus on international sales.
- Find alternatives to sugary, calorie packed drinks because so many people are watching what they eat due to the health food craze.
- Creat new products that are healthier will help rise profits in this “healthy” day and age.
Consumers
• Expansion in customers is also very important since people who are from different country or have differences at ages have their owns tasted. Therefore, Pepsi should have products for the old and senior adults. Diet Pepsi with different tastes gives the customers choices and pleased them.

• More consumers promotion such as, buying more than 10 cans, consumers will be given new enclosed products for sampling, bringing out promotional program such as: win prizes, lucky gifts,...

Price
Advertising campaigns
- 1960s, “Girlwatchers” product, focus on the cosmetic aspects of the beverage.
- 1985, following Super Bowl XIX.
- 1987, film Top Gun was released, the film’s production studio, Paramount Pictures, included a 60-second Diet Pepsi advertisement on all Top Gun VHS tapes.
- In the late 80s, Michael J. Fox did commercials for Diet Pepsi.
- During the early 1990s, R&B singer Ray Charles was featured in a series of Diet Pepsi ads featuring the brand's then-current tagline, "You got the right one, baby!"
- 2002, Cindy Crawford introduced a new packaging design for Diet Pepsi.
- 2005, promoting the revised slogan "Light, crisp, refreshing" with an ad which debuted during Super Bowl XXXIX.
- 2005 and 2006, Diet Pepsi bottle caps could be redeemed for music downloads on the Apple iTunes music store.
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