IMC Final ProjectDiet Pepsi

Professor: Michael Savode

Cristina ParilliHilalPiyade

Hsin-Tzu Yen (Janice)Mei-Chi Chen (Kelly)

Pei-Chen Tsai (Angela)SureepornVijakkanawong(Kay)

About Diet Pepsi

• Introduced in 1964 by Pepsi Co.,

• Diet Pepsi is no-calorie carbonated cola soft drink

• Varieties of favors; such as wild cherry, vanilla, lemon, and lime. 

• Zero-sugar, zero- calories, light tasting,

crispy and refreshment

Diet Pepsi Packaging

• First Diet Pepsi was introduced in the

glass bottle.

• In 1994 in can format.

• In 2010 in plastic recyclable bottles

– cans and glass bottles

– soda fountains in retail operations such as

restaurants 

What’s Our Price?

• Low- Pricing strategy

• The prices of Diet Pepsi : $0.5 to $2.00

(depend on places)

• Same price as water

Where We Are ?

• National and International

• Retailers : convenience stores,

supermarket, groceries and etc.

• Wholesalers : Target , Costco and etc.

• Vending Machines at Gyms, ballparks,

supermarkets,

• Restaurants

Who is Our Customer?

• Possible Target Markets – People who like to be and maintain in shape– People who feel Diet Pepsi is tasty – People who like the brand – People who have diabetes that can not drink regular soft

drinks – People who want control blood sugar level – People who don’t like to drink water

• Primary Target Market "People who like to be and maintain in shape"

Marketing Perception

• Target Market: People that like to be and

maintain in shape

• Mission: Preference

• MarCom Objective: Improve the preference

level of Diet Pepsi from 25% to 60 % in 6

months

• Real Benefit: Diet Pepsi help us in shape with

the best taste.

Blueprint

Psychographics of the target market

Mission of the campaign

Benefits that will satisfy the needs of the target market

A super model gets off from gym with Diet Pepsi in her or his hand and everyone look at him or her.

“Are you worried about staying in shape?”

“Do you need help staying in shape”

“the best taste”

“Compared to”

“better than”

•Lower calories

•Fewer ingredients that

produce fat

•Refreshes without

filling

Advertising

• “Are you concerned about your shape?”

Direct Marketing

• providing  e-mail and mail addresses from the

specific gyms

• creating an email and flyers that tells about what

are the benefits for drinking diet Pepsi over diet

coca

• giving the massage to the people and get their

attention with direct marketing pieces

Public Relations

• Identify our target's influential fitness magazines

and newspapers  

• Create relationship with these sources

• Provide information about the benefits of diet

Pepsi over diet coke. "Better taste-Cero calories"

• Stay in contact with the sources to make sure of

publications

• Use these publications in other methods

E-communication

• Launching e-commercial advertisements in

varieties of channel

• Applying in banner ad in different website, social

networking and also search engines

Diet Pepsi on Facebook

Diet Pepsi on YouTube

Diet Pepsi on Twitter

Sponsorship

• Being the sponsor of Fashion Night Out

• Providing free Diet Pepsi to all stores and events

• Global event which held over 250 cities could be

a strong relevant to the people who maintain

their shape

• Celebrities attend this event, the celebrities may

influence their fans to choose diet Pepsi

Sponsorship• Be title sponsor of the concert

• Fund $10 of each ticket purchase directly to the children education

• Publish Diet Pepsi is the title sponsor to magazines such as Shape

• Post this message on Pepsi Website

(We sponsor MTV concert and

$10 of each ticket fund to child education)

Sales Promotion

• Giving people free samples of Diet Pepsi on the

streets

• Giving away the flyers, which is comparing the

ingredients with other brands on the street

• Putting on  the coupons that buy one get one for

free for their next time shopping

Personal Selling

• Promote Diet Pepsi in supermarkets (ex.

Safeway, Whole foods)

• Training our salespeople

• Telling customers about how to enjoy drinking

beverage and also keep shape by using Diet

Pepsi

• Providing the different brands’ drinks to outstand

Diet Pepsi is the most tasty one

Case Marketing

• Donate to diabetes association five cent every

bottle from sales.

• Join Red Cross to help people.

• Help African children for education.

Integration

• Direct Marketing: send messages to the members of

gyms

• Ads: Include the promotion for gym memberships

• PR: Give information about maintain in shape

• Cause Marketing: State in the e-mails that Diet

Pepsi is helping breast cancer foundations

• Sponsorship: In direct mail state that “ you can join

the gym with discount or join a free concert”

Integration

• Sales promotion: “Free concert by collect 12

sticks from diet Pepsi”

• Personal Selling: Sellers are told to get database

information about people who interest in being in

shape

• E-communications: Include diet Pepsi facebook,

twitter and blogs accounts in direct e-mails

messages

GET SKINNY !!!

… AND GET A DISCOUNT FOR

A GYM MEMBERSHIP OR GET

IN TO THE X-CONCERT FOR

FREE!

Find more information about this promotion at www.dietpepsi.com and at: