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:
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