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Final Presentation for my Marketing Courses in Advertising, Promotion, Public Relations, Consumer Behavior, Market Research, and Marketing Management, Sales Management. Enjoy.
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The CompanyThe Company Pepsi-Cola North America, Pepsi-Cola North America,
headquartered in Purchase, N.Y., is headquartered in Purchase, N.Y., is the refreshment beverage unit of the refreshment beverage unit of PepsiCo Beverages and Foods North PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc. America, a division of PepsiCo, Inc. PepsiCo Beverages and Foods North PepsiCo Beverages and Foods North America also comprises PepsiCo's America also comprises PepsiCo's Tropicana, Gatorade and Quaker Tropicana, Gatorade and Quaker Foods businesses in the United Foods businesses in the United States and Canada.States and Canada.
Industry and Competitive Industry and Competitive AnalysisAnalysis
IndustryIndustry
Soft drinkSoft drink Grown 43% Grown 43% Bitterness between two rivalsBitterness between two rivals Vending machineVending machine Consumer callingConsumer calling VarietyVariety
Competitive Review Competitive Review SWOTSWOT
Strength:Strength:
Diet Pepsi is one of the leading soft drink manufactures; Diet Pepsi has a variety of flavors to satisfy our customers. Another strength that we possess is that we carry various sizes that are suitable for all occasion; in addition new sweeteners also have broadened the appeal of Diet Pepsi. Diet Pepsi now offer soft drinks with a blend of sugar and no-calorie sweetener, claiming the taste is similar to regular but with half the calories
WeaknessWeakness::
One of the weakness that Diet Pepsi has is that it is lacking creativity, at this point were are not a leader in the soft drink industry and tend to respond creatively only when our competitor launch a new product. Diet Pepsi has the resources to manufacture new products but there strategic implications are not able to survive sometimes or maintain their expected sales forecast.
Opportunity:Opportunity: Diet Pepsi has an exceptional reputation within the soft drink industry and is very likely to maintain its status in the future. We believe that we will continue to satisfy out customer and even capitalize on new customers. For a new generation that is so carb conscious we also expect sales of diet soft drinks to surging and some industry analysts say low-cal eventually could take the lead. Innovation has helped, too. Soda companies are mixing out a startling variety of new diet flavors. PepsiCo Inc. alone offers nearly a dozen low-calorie sodas, which account for more than a quarter of the company's business.
Threat:Threat:
The main threat to Diet Pepsi is that there are so many diet soft drink on the market, and these manufacture all claim to make there soft drink with the same ingredients as Diet Pepsi which might be. But the fact still remains that it is at times difficult to make our product stand out being that most diet soft drinks are price the same.
Company Vision Company Vision StatementStatement
Attain high standardsAttain high standards
Hard working team playersHard working team players
capitalize on Coca-cola userscapitalize on Coca-cola users
Company Mission Company Mission StatementStatement
Have a long term effectHave a long term effect
Revise mission statementRevise mission statement
Employee enthusiasm/commitmentEmployee enthusiasm/commitment
Brand Vision Brand Vision StatementStatement
Increase sales volumeIncrease sales volume
Best soft drinkBest soft drink
brand should bring positive brand should bring positive thoughtsthoughts
Bring awarenessBring awareness
Brand Mission Brand Mission StatementStatement
Build foundation Build foundation
Brand recognitionBrand recognition
Command specific priceCommand specific price
Increase profitIncrease profit
Marketing Marketing ObjectivesObjectives
Attract Diet Attract Diet Coca-Cola Coca-Cola UsersUsers
Increase sales Increase sales volumevolume
Hold present Hold present customerscustomers
Create brand Create brand awarenessawareness
ReachReach
ContinuityContinuity
FrequencyFrequency
Marketing Marketing StrategiesStrategies
Increase spending on Increase spending on non-Diet Pepsi non-Diet Pepsi drinkersdrinkers
Persuade to buy in Persuade to buy in larger sizelarger size
How often Diet Coca-How often Diet Coca-Cola users should be Cola users should be exposedexposed
Obtain trail purchaseObtain trail purchase
Reach 60% of Coca-Reach 60% of Coca-Cola drinkersCola drinkers
Advertise in high Advertise in high consumption pd.consumption pd.
Reinforce BenefitsReinforce Benefits
Advertise during Advertise during warmer monthswarmer months
Target AudienceTarget Audience Males/FemalesMales/Females
Ages 18 – 45Ages 18 – 45
Currently drink Diet Coca-colaCurrently drink Diet Coca-cola
Can be persuadedCan be persuaded
SummarySummary of target of target CustomerCustomer
Female, age 30, with no kids Female, age 30, with no kids
She Works 9-5, Monday - FridayShe Works 9-5, Monday - Friday
She drinks Coca-Cola but can be She drinks Coca-Cola but can be swayedswayed
Customer Need Customer Need StructureStructure
Fundamental: drink to quench thirstyFundamental: drink to quench thirsty
Perceived: thirst quencher low in Perceived: thirst quencher low in caloriescalories
Desired: Desired:
End/End Benefit: End/End Benefit:
PsychographicPsychographic Culture:Culture: We living in a We living in a
culture where families drink culture where families drink diet Pepsi with almost anything. diet Pepsi with almost anything. For some people they drink Diet For some people they drink Diet Pepsi with all three meals, in Pepsi with all three meals, in addition they tend to replace it addition they tend to replace it for water and other beveragesfor water and other beverages
Psychological:Psychological: The The psychological effect from drink psychological effect from drink Diet Pepsi is that because over Diet Pepsi is that because over the years we have become a the years we have become a carb conscious society, where carb conscious society, where one would drink Diet Pepsi to one would drink Diet Pepsi to stay slim.stay slim.
Social:Social: In terms of ones In terms of ones social class it is said that it social class it is said that it influence on various influence on various preference, in addition to preference, in addition to be apart of a highly be apart of a highly recognized social ones recognized social ones usually mimic another usually mimic another member (s) to become member (s) to become
apart of that group.apart of that group.
Geographic Geographic SegmentationSegmentation
Four geographic regionsFour geographic regions
NorthNorth
Southeast/SouthwestSoutheast/Southwest
CentralCentral
WesternWestern
Demographic Demographic SegmentationSegmentation
ageage
GenderGender
Family sizeFamily size
IncomeIncome
Elements of PRElements of PR ObjectiveObjective: For the : For the
next 2yrs Diet next 2yrs Diet Pepsi will be Pepsi will be working with 25 working with 25 major cities in the major cities in the U.S.U.S.
StrategyStrategy: : Working with Working with various community various community centers to create centers to create and execute and execute various various educational educational program.program.
Campaign ElementsCampaign Elements Situation Analysis:Situation Analysis:
more than 20 cities are in more than 20 cities are in need of help, and are need of help, and are living in poverty or below living in poverty or below poverty.poverty.
Problem:Problem: Need both Need both professional and financial professional and financial help to facilitate various help to facilitate various program, so citizen living program, so citizen living in the community can in the community can have a better life. have a better life.
Reaching out to four Reaching out to four different target different target groups: poor youths groups: poor youths (13-21), poor (13-21), poor adults(22-50) and adults(22-50) and even those who are even those who are financially stable.financially stable.
Individuals must be Individuals must be dedicated and willing dedicated and willing to complete programs to complete programs in which they started.in which they started.
Pitch LetterPitch LetterLauren Clark at NBC 4Lauren Clark at NBC 4
Single mother name Colleen Single mother name Colleen With 2 childrenWith 2 children Highest degree associate in social workHighest degree associate in social work wants her children to have better future wants her children to have better future So she went to her local community center So she went to her local community center
for financial & emotion supportfor financial & emotion support After completing her B.S. degree she got a After completing her B.S. degree she got a
great jobgreat job Then got promoted to director of a youth Then got promoted to director of a youth
center in her hometown.center in her hometown. True inspiration.True inspiration.
BackgrounderBackgrounder On poverty in the U.S. On poverty in the U.S. Why are so many cities being over Why are so many cities being over
lookedlooked 56% of the cities are turning down 56% of the cities are turning down people due to lack of fundingpeople due to lack of funding Some people remain homeless for 5 Some people remain homeless for 5 monthsmonths Single men:31%, families with Single men:31%, families with
children:40%, single women: 14%children:40%, single women: 14%
News ReleaseNews ReleaseTopic: Outreach Project hosted by Diet Topic: Outreach Project hosted by Diet
Pepsi. Dated 11/10/04Pepsi. Dated 11/10/04
Include 25 major citiesInclude 25 major cities
Announcement of various programsAnnouncement of various programs
SponsorsSponsors
GoalsGoals
News ReleaseNews ReleaseTopic: Diet Pepsi Makes Contribution Topic: Diet Pepsi Makes Contribution
to Communities. Date 12/13/04to Communities. Date 12/13/04
Sports celebratesSports celebrates NFL, NBA, MBL, NHLNFL, NBA, MBL, NHL
Their donationsTheir donations
Volunteer Volunteer
News ReleaseNews ReleaseTopic: Diet Pepsi Signs Deal with Topic: Diet Pepsi Signs Deal with
DellDell Date 12/26/04Date 12/26/04
Dell will donate over 300 computers Dell will donate over 300 computers and printers to community centers.and printers to community centers.
They will also provide technical They will also provide technical support for the life of the computers.support for the life of the computers.
PR Outreach PR Outreach ProgramsPrograms
Summer & WinterSummer & Winter
Job trainingJob training
Family Day at the Family Day at the ParkPark
ScholarsScholars
PSAPSA
After School ProgramsAfter School Programs
Health ClinicsHealth Clinics
Media ObjectivesMedia Objectives ReachReach
ContinuityContinuity
FrequencyFrequency
NewspaperNewspaper
MagazineMagazine
Media StrategiesMedia Strategies Use the media to attract non-Diet Pepsi Use the media to attract non-Diet Pepsi
users through TV, radiousers through TV, radio
Print addsPrint adds
Advertise Diet Pepsi during warmer Advertise Diet Pepsi during warmer months May – Septembermonths May – September
The target audience will be exposed to The target audience will be exposed to Diet Pepsi commercials for 10 Wks Diet Pepsi commercials for 10 Wks
Different MediaDifferent Media
Television
Cable food network
Frequency (super bowl, playoffs)
VehiclesPublic buses
Taxi
Newspaper (food category)
Magazines (most popular ones)
Billboards
Internet
Consumer PromotionConsumer Promotion
SampleSample
CouponsCoupons
Cash refundCash refund
ContestContest
SweepstakesSweepstakes
Point-of-purchasePoint-of-purchase
Price-offPrice-off
Business PromotionBusiness Promotion
Trade ShowsTrade Shows
Sales contestSales contest
Specialty Advertising Specialty Advertising
Thank You for your time Thank You for your time and patienceand patience