Pepsi Marketing Case Study Chapter 14

1005 Words May 17th, 2012 5 Pages
1. Consider PepsiCo’s advertising throughout its history. Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image?
Through all the year they are having slogans about new generation and changing the world. New generation is young generation and Pepsi is for young people or for those who are thinking young. New generation is a choice. I can see expression new generation mentioned a lot of times
(1964–1967: "Come Alive, You're in the Pepsi Generation",
1984–1991: "Pepsi. The Choice of a New Generation",
1984–1988: "Diet Pepsi. The Choice of a New Generation",
1988–1989: "Diet Pepsi. The Taste That's Generations Ahead",
1997–1998: "Generation Next" (with
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What grade would you give PepsiCo on integrating these elements into an integration marketing communications campaign?
They are using mostly social networking and unique forms of virtual media. The other forms of media are TV, Internet, Print, Out-of-home and celebrity endorsement. On Internet there is a Pepsi’s website www.refresheverything.com, advertisements on Facebook, Yahoo!, MySpace, Twitter, Youtube and more. There is also online mini-series reality show called “If I Can Dream…” on www.hulu.com. There are also commercials aired on over 30 channels including NBC, abc, Mtv and others. Out-Of-Home are advertisement on billboards, busses, Taxi cabs, product packaging. Also celebrities like Kevin Bacon and Demi Moor entered their ideas.
Pepsi chose different, unique way to advertise its company. They build really strong relationship with public and showing their products in god way. Pepsi got image of world caring company. The responsibility for idea generation is at all levels of an organization. Social media are the glue that holds together a truly integrated marketing communication effort. Like Bonin Bough, director of digital and social media for PepsiCo said that is not about digital as its own channel anymore, but rather, how we infuse digital across all of our marketing programs.

3. Describe PepsiCo’s target audience. Is the Pepsi Refresh campaign consistent with that audience?
Pepsi customers are

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