• History of PepsiHistory of Pepsi

• Actual Company ProfileActual Company Profile Goods and ServicesGoods and Services

• Company analysisCompany analysis• CompetitorsCompetitors• Advertising strategy of Pepsi corporation .Advertising strategy of Pepsi corporation .

• Pepsi refresh Campaign/project (2010) .Pepsi refresh Campaign/project (2010) .Integrated Marketing CommunicationIntegrated Marketing Communication

• Doing Good projectDoing Good project

• Social (digital) media Campaign.Social (digital) media Campaign.• ConclusionConclusion

Pepsico History Pepsico History • The first name of the drink was The first name of the drink was "Brad's Drink « "Brad's Drink « • In 1902, Pepsi-Cola Company In 1902, Pepsi-Cola Company launchlaunch

•PepsiCo’s snack food operations PepsiCo’s snack food operations (Frito Lay….) had their start in 1932.(Frito Lay….) had their start in 1932.

•PepsiCo began its international PepsiCo began its international snack food operations in 1966.snack food operations in 1966.

• In 1997, It owned Taco Bell, Pizza In 1997, It owned Taco Bell, Pizza Hut, KFC.Hut, KFC.

PepsiCo’s founded PepsiCo’s founded by Caleb by Caleb

Bradham, Bradham,

Pepsi Co was founded in 1965 Donald M. Kendall [merger of Pepsi cola & Frito lay]Pepsico “located in New York CityIndra K. Nooyi, Chairman; President; CEO it holds 285,000 employeesRevenue: US $ 57.838 billion

[Growth 33.79%]

 Rank: 20/21 [2011/2010 IW U.S. 500]

fiftieth largest publicly owned company

Distribute and sell beverages, snacks in 200 countries worldwide

Companies owned by Pepsico:Companies owned by Pepsico:Frito LayFrito LayGatoradeGatoradeTropicana (aquired in 98)Tropicana (aquired in 98)Quaker OatsQuaker Oats

Pepsi brandsPepsi brandsDiet Pepsi7UPMountain DewLipton Iced tea (partner)MirindaLays/ Doritos…..

PEPSI Swot AnalysisPEPSI Swot Analysis

STRENGHTSSTRENGHTS The Brand nameThe Brand name Vast product lineVast product lineStrong DistributionStrong Distribution Pepsi Refresh ProjectPepsi Refresh Project Competent CEO (Indra Nooyi)Competent CEO (Indra Nooyi)

WEAKNESSESWEAKNESSES Unhealthy productsUnhealthy products Lack of focus on core Lack of focus on core operations operations failed to support failed to support sales of it’s core brandsales of it’s core brand

OPPORTUNITIESOPPORTUNITIES Global presenceGlobal presence Steady growth rate /positive Steady growth rate /positive potentialpotential Always looking into the Always looking into the futurefuture Relevant new product Relevant new product introduction (introduceintroduction (introduce Pepsi Pepsi Next Next to counter health issues to counter health issues criticism and put SMART spot criticism and put SMART spot logo)logo) THREATSTHREATS

Health trendHealth trend Increased competitionIncreased competition Change in consumers Change in consumers demandsdemands

The Direct CompetitorsThe Direct Competitors

PEPSI ADVERTISING PEPSI ADVERTISING STRATEGYSTRATEGY

Pepsi’s campaign includes PR, Spot ads, prints,Pepsi’s campaign includes PR, Spot ads, prints,

digital and out-of-home advertising. (word of digital and out-of-home advertising. (word of mouth)mouth)

Shift a Huge marketing Budget to interactive Shift a Huge marketing Budget to interactive andand

Social Media program.Social Media program.

PepsiCo decision to favor digitally focused PepsiCo decision to favor digitally focused SocialSocial

Media from high profile spots Media from high profile spots compelling & compelling & riskyrisky

Move from past ads focused on youthful Move from past ads focused on youthful nature ofnature of

Generation (stick with celebrities) to it’s newGeneration (stick with celebrities) to it’s new

Program (Pepsi Refresh)Program (Pepsi Refresh)

PEPSI REFRESH PROJECT

Pepsi Co has committed to award Pepsi Co has committed to award

$ 20 million in grants (non-$ 20 million in grants (non-profitable) organizations and profitable) organizations and individuals ranging from $5000 individuals ranging from $5000 and $250000 with ideas that will and $250000 with ideas that will make the world a better place .make the world a better place .

The aim of this compaign is that :The aim of this compaign is that :

1.1.The message DemonstrateThe message Demonstrate of social of social responsibility responsibility

2.2.The message should be delivered The message should be delivered with a fat dose of social media with a fat dose of social media

Pepsi Refresh project contribute to Pepsi Refresh project contribute to develop an effective integrated develop an effective integrated

marketing communicationmarketing communication:IT’s not « about digital as its ownIT’s not « about digital as its own

channel anymore »channel anymore »

However :However :

« It’s how do we infuse digital across « It’s how do we infuse digital across all of our marketing programs ».all of our marketing programs ».

Says Bonin BoughSays Bonin Bough

Cont (….) Cont (….) How Pepsi refresh project works in digital ?

Pepsi is running spot ads on the main networks as well as 30 different cable channels.

The ads inform people about the Pepsi Refresh campaign direct them to www.refresheverything.com site .

After the 1st grants were awarded ,ads began highlighting projects that had been funded .

what does Six Degrees.com what does Six Degrees.com refers to ? refers to ?

Giving good Card a gift Card Giving good Card a gift Card for charity for charity which they can use to support their which they can use to support their

favorite cause in the US. In return, they favorite cause in the US. In return, they will pay it forward by sending Good will pay it forward by sending Good Cards to their family and friends. Cards to their family and friends.

Pepsi is giving away millions each Pepsi is giving away millions each month to fund refreshing ideas that month to fund refreshing ideas that change the world. The ideas with the change the world. The ideas with the

most votes will receive grants.most votes will receive grants.

Integrated marketing communication use of celebrities to transmitt the message of Pepsi refresh project :

Display the symbol of Pepsi in Display the symbol of Pepsi in all the lowercase Pepsi logo in all the lowercase Pepsi logo in cans, cans, bottles and multipakcs bottles and multipakcs show up show up the new Pepsi Brand Markthe new Pepsi Brand Mark

On the front of most of the new On the front of most of the new packagespackages

A reassuring tag line: "Same PepsiA reassuring tag line: "Same Pepsiinside, new look outside.inside, new look outside.

More closely integrate consumers with More closely integrate consumers with the brandthe brand

Drive the concept of Doing Good, rather than driveDrive the concept of Doing Good, rather than drivethe brand.the brand.

transform the community throught a donationstransform the community throught a donationsprogramprogram

Highlight the projects funded as the Highlight the projects funded as the project finishedproject finished

Reach their customers easily (using celebrities)Reach their customers easily (using celebrities)

PepsiCo used of consumer-generated mediaPepsiCo used of consumer-generated media

opportunities, TV spots, print ads, and had digitalopportunities, TV spots, print ads, and had digital

presence on Twitter presence on Twitter ( 634 969 fans)( 634 969 fans) and facebook and facebook

((7 867 474 fans)

To get Direct dialogue with fans and consumersTo get Direct dialogue with fans and consumers

Partenered with Foursquare to direct FS members Partenered with Foursquare to direct FS members toto

Pepsi retailersPepsi retailers

• Hold special contests asking for Hold special contests asking for employee sustainability employee sustainability suggestionssuggestions–Human sustainibilityHuman sustainibility–Environmental SustainibilityEnvironmental Sustainibility• Pepsico’s profits, are everyone’s Pepsico’s profits, are everyone’s

ProfitsProfits Community members:Community members:Community/ Social Programs, Community/ Social Programs, scholarships, Educational scholarships, Educational AwarnessAwarness

References

http://doc-pepsico.com/001110545397/Pepsihttp://www.sirpepsi.com/pepsi11.htm

1)Consider PepsiCo’s advertising throughout its1)Consider PepsiCo’s advertising throughout its

history. Identify commonalities i its various adhistory. Identify commonalities i its various ad

campaigns. How is the campaign consistent campaigns. How is the campaign consistent withwith

PepsiCo’s brand image?PepsiCo’s brand image?

Slogans of pepsiSlogans of pepsi

1939 « Twice as Much for a Nickel »1958 « Be Sociable, Have a Pepsi »1961 « Now it’s Pepsi for Those Who Think Young »1984 Pepsi. The Choice of a New Generation. 2003 « It’s the Cola ». « Dare for more »2008 « Pepsi is # 1 »2010- present"Every Pepsi Refreshes The World"

2) List all promotional mix 2) List all promotional mix elements used in the Pepsi elements used in the Pepsi Refresh Campaign.Refresh Campaign.

3) Describe PepsiCo’s target 3) Describe PepsiCo’s target audience. Is the Refresh Campain audience. Is the Refresh Campain consistent with the audience?consistent with the audience?

4) Analyze the campaign according 4) Analyze the campaign according to the steps listed in the chapter to the steps listed in the chapter for developing effective for developing effective marketing communication.marketing communication.

5) Will The Pepsi Refresh campaign 5) Will The Pepsi Refresh campaign be successful? Why or Why not?be successful? Why or Why not?

THANK YOU FOR YOUR THANK YOU FOR YOUR ATTENTIONATTENTION