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PepsiCo, Inc. Hispanic Marketing
By:Erika Balderas 10310790Nancy Valdez 20026459 Alex Valencia 10249971
MARK 3385.01Dr. Arturo Z. Vasquez-ParragaNovember 22, 2010
IntroductionWe examined the existing marketing strategies and growing opportunities that PepsiCo, Inc. is practicing towards the Hispanic community.
*To evaluate their performance and give recommendations, we used information provided by our survey outcomes and
Hispanic Marketing course.
Significant AchievementsAs one of the first major companies to engage in multicultural marketing, Pepsi is highly popular with Hispanic consumers.
• The Hispanic/Latino Advisory Board was created in the year 2000.
• Tropicana Products, Inc. joined the PepsiCo portfolio in 1998 and gives PepsiCo the strongest brand name in juice.
SWOT Analysis• Strength: Has various Hispanic celebrities in their
campaigns and advertisements.• Weaknesses: Pepsi brand image amongst Hispanic is
not as competitive as Coca-Cola.• Opportunity: A growing Hispanic market• Threat: People are more health conscious so they
prefer healthy drinks and juices.
Products Most popular amongst Hispanics• Gatorade Xtremo• Sierra Mist• Tropicana Juice• Manzanita Sol• Ruffle Queso
“El Reventon del Sabor” (Mega Party of Fun and Savor) campaign, with singers Chayanne of Puerto Rico and Lucero
of Mexico, was dedicated to increase Doritos and Pepsi drinks sales amongst Hispanic consumers.
Existing Competition
Pepsi introduced in the year 1903 and Coca-Cola in 1886 have always been rivals over trying to dominate the carbonated soft drink market.
Pepsi Cola places itself in the cost leadership
Target Market
• no preference to income level• Hispanic youth 18-34 (using fashions, music
and brand usage)• second target is Hispanic mothers because they
are involved in grocery shopping 79% of the time