Marketing已修改萍姐 2.docx

Marketing已修改萍姐 2.docx

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Marketing已修改萍姐2

Background

PepsiisacarbonatedsoftdrinkthatisproducedandmanufacturedbyPepsiCo.Itiscreatedanddevelopedin1893andintroducedasBrad'sDrinkbutwasrenamedasPepsi-Colain1898andthentoPepsiin1961.

Pepsi-cola（2014）Historyofthebirthplace,accessedon9Jun2014

Inmarketing,Pepsihasalwaystrytobeinnovative.Theyhavetriedmanytoolsandapproachesinintegratemarketingcommunication（IMC）.TheseincludeadvertisinginNewYorkFashionWeek,branding"skinnyisbetter"ethos,andintroducingnew"social"vendingmachine,andevenrecordavideothatthestrangerwouldseewhentheypickupthegift.

Forthisreport,weonlyfocusonfollow4types.

（a）Advertisement

（b）Personalselling

（c）Sponsorship

（d）Salespromotion

Pepsi-cola（2014）Historyofthebirthplace,accessedon9Jun2014

2.IMCtechniquesusedbyPepsiCola

2.1Advertising

Advertisementsistheactivityofattractingpublicattentiontoaproductorbusiness,bypaidannouncementsintheprint,broadcast,orelectronicmedia.

ADefinitionofAdvertisingbyRichardF.Taflingeraccessedon9June,2014

ThePepsiColacompanyputtheadvertisementoftheirproductonsubwaystationandbillboardinthecitycentre.Theyalsoputtheirpostersonthemagazineandnewspapertoletthecustomerbeawareoftheirproduct.

PepsiAdvertising,Author：

Ruby

accessedon9June,2014

2.2Personalselling

Personalsellingistheprocessofcommunicatingwithapotentialbuyer（orbuyers）face-to-facewiththepurposeofsellingaproductorservice.Themainthingthatsetspersonalsellingapartfromothermethodsofsellingisthatthesalespersonconductsbusinesswiththecustomerinperson.

Thoughpersonalsellingismorelikelytobeeffectivewithcertaintypesofproductsorservices,ithasimportantapplicationsfornearlyallkindsofsmallbusinesses.Infact,mostofhistory'ssuccessfulentrepreneurshavebeenskilledsalespeople,abletorepresentandpromotetheircompaniesandproductsinthemarketplace.

Personalsellingbysunnyaccessedon9June,2014

2.3Sponsorship

Sponsorshipisacashand/orin-kindfeepaidtoaproperty（typicallyinsports,arts,entertainmentorcauses）inreturnforaccesstotheexploitablecommercialpotentialassociatedwiththatproperty.Whilesponsorshipcandeliverincreasedawareness,brandbuildingandpropensitytopurchase,itisdifferentfromadvertising.Unlikeadvertising,sponsorshipcannotcommunicatespecificproductattributes.Norcanitstandalone,assponsorshiprequiressupportelements.

accessedon9June,2014

Pepsiisaglobalsoftdrinksmanufacture,whichhassponsoreddifferentactivitiesandeventsamongthembeingtheXfactorandtheESPN.Itproducesdrinkstakenallovertheworldandisincompetitionwithcompanieslikecocacolaamongothers.

PepsisponsorshipbySmith,accessedon9June,2014

2.4Salespromotion

Salespromotionisamarketingtechniquedesignedtocreatesalesforaproductoveradefinedperiodoftime.Theresultsofsalespromotionactivitiesaremeasurableintermsofnumberofunitssold,numbersofcouponredeemed,numberofcontestentrantsorotherquantifiablemeasures.

GetaVitaminProfilePersonalizedForYourUniqueNutritionalNeeds!

byDr.WeilVitaminAdvisoraccessedon9June,2014

Pepsidoesitspromotionthroughmedia;electronicmediaaswellasprintmediathroughflyers,Promotionisalsodonethroughprintmediae.g.newspapersaredesignofPepsican.ThefirstofmanynewdesignsofPepsiwerereleasedin2007.ThePepsihavesignedsomeagreementswithaverystrongandexpandedretailerssuchasPizzahutandKFCwhenyougotoPizzahutorKFCyouwillfindonlythePepsiproductsandnoritscompetitorsproducts.TheseagreementsarebasedontheIncentivesthatPepsiofferstotheseretailers.PepsihascontinuedusingproductendorsementbyusingTVActors/ModelsandcricketersinordertopromotetheirProducts

GetaVitaminProfilePersonalizedForYourUniqueNutritionalNeeds!

byDr.WeilVitaminAdvisoraccessedon10June,2014

3.IMCproblemsusedbyPepsiCola

3.1Advertising

Advantageofadvertising

Pepsihasaverynicepackaging.Itgivesstrongenergetichaveastrongvisualimpact;advertisingfrequently,sothatcustomercanremember

*Pepsiisaninternationalcompanywithclientsallovertheglobal.Itscustomersareglobalandthereforeadvertisingofferavabilitywaytocontrolthemassage（what,whenandhowsomethingissaidandwhereitisdelivered）

Disadvantageofadvertising

*.Pepsihasaveryhighquality.thecostofproducingandplacingadscanbeveryhigh,particularlytelevisioncommercials.

*Pepsiadvertisingsnooverwhelmingadvantageoutof

AdvertisingofPepsibylidaaccessedonJune11,2014

3.2Personalselling

Advantagesofpersonalselling

*personalsellingallowsthesalespersontotargetthemessagespecificallytotheaudienceandreceiveimmediatefeedback.Inthisway,itismoreprecisethanotherformsofpromotionandoftenhasagreaterpersuasiveimpact.

*personalsellingcanbeanimportantsourceofPepsimarketinginformation.Salespeoplemaylearnaboutcompetitors'products.

PersonalsellingofPepsibysusanliaccessedon9June,2014

Disadvantagesofpersonalselling

*personalsellingcannotreachasmanypotentialcustomersasadvertising,plusthecostofeachcontactismuchhigher.Pepsishouldtakeittoconsideration.

*Pepsiisdifficulttohaveconsistentanduniformmessagedeliveredtoallcustomers.

PersonalsellingofPepsibysusanliaccessedon9June,2014

3.3Sponsorship

Advantagesofsponsorship

*EnhancingImage/ShapingConsumerAttitudesisveryimportantforPepsi.

*DrivingSales.Sponsorshipgearedtodrivingsalescanbeanextremelypotentpromotionaltool.Thisobjectiveallowssponsorstoshowcasetheirproductattributes.andalsopopularizetheproductofPepsi.

*Pepsihiredmanyfamousstarstopropagandatheproduct.Creatingpositivepublicity/heighteningvisibility

AdvantagesanddisadvantagesofSponsorshipbybutterfly

accessedon9June,2014

Disadvantagesofsponsorship

*RepresentationofYourBusiness

Pepsimightnothavecontroloverthespecificwayyourorganizationisbrandedinthisprocess.Forexample,ifyourlogoisprintedonaneventbannerinthewrongfontorcolor,itcanhaveanegativeimpactonhowyourbusinessisrecognizedandperceived.

*PoorPublicity

Pepsimaybecomesponsorsasananticipatedwaytogeneratecost-effectivepublicityandadvertisethecompany.Whilethiscanbeabenefit,theapproachisnottypicallyaseffectiveastraditionalpaidadvertisingefforts.Sponsorshipdoesn’tallowyoutotargetyouraudience,tailoryoursalesmessageordeterminethetimelineforpromotionlikemainstreamadvertisingdoes.ThiscanbeadisadvantageforPepsibusinessthathasalimitedmarketingbudget.

TheDisadvantagesofSponsorshipByLisaMcQuerrey,

accessedon10June,2014

3.4Salespromotion

Advantagesofsalespromotion

*Pepsicanchargedifferentpricestodifferentconsumersandtradesegmentsdependingonhowsensitiveeachsegmentistoparticularprices.

*Pepsidomanysalespromotionandeffectonconsumerbehaviour.Assalespromotionsaremostlyannouncedforashortperiod,customersmayfeelasenseofurgencyandstopcomparingthealternatives.

AdvantagesofSalesPromotionbyDrypenaccessedon10June,2014

Disadvantagesofsalespromotion

*Pepsisalespromotionincreasedpricesensitivity

*TheproductofPepsiqualityimagemaybecometarnished

DisadvantagesofSalesPromotionbyDrypenaccessedon10June,2014

4.Recommendation

InorderforPepsiColatoimprovetheirIMC,thefollowingsarerecommended:

a）Advertisement

*nopainnogain，thisisthecapitalandmarketdriven,soPepsishouldreasonablyplanthemarketinggoalsbeforeadvertisingwithspecialattentiontocostperformance.

*ItcanusethemostvividwaytocommunicationwithPepsi,somethingbutothermediacannotdothis.Forexample,theflavorofthePepsicanbehighlightedthroughcolourandapersonfeeling.SoweshouldmakefulluseofthistimetoshowPepsi,makeitsefficiencyhighest.

SuggestionsforMarketingIdeas

ByElizabethSmith,eHowContributoraccessedon10June,2014

b）Personalselling

*Thepricinggapforpersonalsellingsprofitistoohighascomparedwithcollectivesales.WeshouldseizethePepsiexistingpotentialcustomers,letcustomerdevelopmentcustomer,butonlywedoourproductbestwecanachieveit.

*Intensifypropaganda,maketheconsumershaveapreliminaryunderstandingofPepsibeforebuying.

ByElizabethSmith,eHowContributoraccessedon10June,2014

c）Sponsorship

*SeriouslyteacheachsponsorandbusinessrepresentativesandletthemknowPepsisparkleandpropagandapoints.

*TimelycommunicationandsponsorsandprovidePepsiproductupdates.Butthemainpropagandaworkstillneedstoberesponsibleforourselves,sponsorjustasupportingrole.

SuggestionsforSponsorshipIfTheyHaveNoCashByMirandaBrookins,eHowContributoraccessedon10June,2014

d）Salespromotion

*IndicatethePepsipricebeforepromotion,letthecustomerknowthepricerangeinordertoimprovetheirinterest

*Propagandathereasonofpromotion,wemustdocutcornersbypromotion.

Reference:

HowtopromoteyoursalespromotionbyJohnKuraoka.

accessedon10June,2014

5.Conclusion

PepsiColahasbeenverysuccessfulintheirIMC.Theyhaveusedadvertising,personalselling,sponsorshipandsalespromotion.

Thereareadvantagesanddisadvantagesforadvertising,personalselling,sponsorshipandsalespromotion.Nosinglemethodisprefertandthereforeitisimportant