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1、For this report, we only focus on follow 4 types.（a） Advertisement （b） Personal selling （c） Sponsorship （d） Sales promotion 2.IMC techniques used by Pepsi Cola2.1 Advertising Advertisements is the activity of attracting public attention to a product or business, by paid announcements in the print, b

2、roadcast, or electronic media .A Definition of Advertising by Richard F. Taflinger accessed on 9 June ,2014 The Pepsi Cola company put the advertisement of their product on subway station and billboard in the city centre. They also put their posters on the magazine and newspaper to let the customer

3、be aware of their product. Pepsi Advertising ,Author ：Rubyaccessed on 9 June ,20142.2 Personal selling Personal selling is the process of communicating with a potential buyer （or buyers） face-to-face with the purpose of selling a product or service. The main thing that sets personal selling apart fr

4、om other methods of selling is that the salesperson conducts business with the customer in person. Though personal selling is more likely to be effective with certain types of products or services, it has important applications for nearly all kinds of small businesses. In fact, most of historys succ

5、essful entrepreneurs have been skilled salespeople, able to represent and promote their companies and products in the marketplace. Personal selling by sunny accessed on 9 June ,20142.3 Sponsorship Sponsorship is a cash and/or in-kind fee paid to a property （typically in sports, arts, entertainment o

6、r causes） in return for access to the exploitable commercial potential associated with that property. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product a

7、ttributes. Nor can it stand alone, as sponsorship requires support elements. Pepsi is a global soft drinks manufacture, which has sponsored different activities and events among them being the X factor and the ESPN. It produces drinks taken all over the world and is in competition with companies lik

8、e coca cola among others.Pepsi sponsorship by Smith ,accessed on 9 June ,2014 2.4 Sales promotion Sales promotion is a marketing technique designed to create sales for a product over a defined period of time. The results of sales promotion activities are measurable in terms of number of units sold,

9、numbers of coupon redeemed, number of contest entrants or other quantifiable measures.Get a Vitamin Profile Personalized For Your Unique Nutritional Needs! by Dr. Weil Vitamin Advisor accessed on 9 June ,2014 Pepsi does its promotion through media; electronic media as well as print media throughflye

10、rs, Promotion is also done through print media e.g. newspapers are design of Pepsi can. The first of many new designsof Pepsi were released in 2007.The Pepsi have signed some agreements with a very strong and expanded retailers such asPizza hut and KFC when you go to Pizza hut or KFC you will find o

11、nly the Pepsi productsand nor its competitors products. These agreements are based on the Incentives that Pepsioffers to these retailers.Pepsi has continued using product endorsement by using TV Actors/ Models and cricketers inorder to promote their Products by Dr. Weil Vitamin Advisor accessed on10

12、 June ,20143.IMC problems used by Pepsi Cola3.1 Advertising Advantage of advertising Pepsi has a very nice packaging. It gives strong energetic have a strong visual impact; advertising frequently, so that customercan remember*Pepsi is an international company with clients all over the global. Its cu

13、stomers are global and therefore advertising offer a vability way to control the massage （what,when and how something is said and where it is delivered）Disadvantage of advertising *.Pepsi has a very high quality. the cost of producing and placing ads can be very high, particularly television commerc

14、ials. *Pepsi advertisings no overwhelming advantage out of Advertising of Pepsi by lida accessed on June 11,20143.2 Personal selling Advantages of personal selling * personal selling allows the salesperson to target the message specifically to the audience and receive immediate feedback. In this way

15、, it is more precise than other forms of promotion and often has a greater persuasive impact. * personal selling can be an important source of Pepsi marketing information. Salespeople may learn about competitors products.Personal selling of Pepsi by susan li accessed on 9 June ,2014 Disadvantages of

16、 personal selling * personal selling cannot reach as many potential customers as advertising, plus the cost of each contact is much higher.Pepsi should take it to consideration. *Pepsi is difficult to have consistent and uniform message delivered to all customers.3.3 Sponsorship Advantages of sponso

17、rship *Enhancing Image/Shaping Consumer Attitudes is very important for Pepsi. *Driving Sales.Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes.and also popularize the product of Pepsi. *Pepsi hired ma

18、ny famous stars to propaganda the product .Creating positive publicity/heightening visibilityAdvantages and disadvantages of Sponsorship by butterfly Disadvantages of sponsorship *Representation of Your Business Pepsi might not have control over the specific way your organization is branded in this

19、process. For example, if your logo is printed on an event banner in the wrong font or color, it can have a negative impact on how your business is recognized and perceived. *Poor PublicityPepsi may become sponsors as an anticipated way to generate cost-effective publicity and advertise the company.

20、While this can be a benefit, the approach is not typically as effective as traditional paid advertising efforts. Sponsorship doesnt allow you to target your audience, tailor your sales message or determine the timeline for promotion like mainstream advertising does. This can be a disadvantage for Pe

21、psi business that has a limited marketing budget. The Disadvantages of Sponsorship By Lisa McQuerrey, accessed on10 June ,20143.4 Sales promotion Advantages of sales promotion *Pepsi can charge different prices to different consumers and trade segments depending on how sensitive each segment is to p

22、articular prices. *Pepsi do many sales promotion and effect on consumer behaviour.As sales promotions are mostly announced for a short period, customers may feel a sense of urgency and stop comparing the alternatives.Advantages of Sales Promotion by Drypen accessed on 10 June ,2014 Disadvantages of

23、sales promotion *Pepsi sales promotion increased price sensitivity * The product of Pepsi quality image may become tarnishedDisadvantages of Sales Promotion by Drypen accessed on 10 June ,20144. Recommendation In order for Pepsi Cola to improve their IMC, the followings are recommended:a） Advertisem

24、ent *no pain no gain，this is the capital and market driven, so Pepsi should reasonably plan the marketing goals before advertising with special attention to cost performance.* It can use the most vivid way to communication with Pepsi, something but other media cannot do this. For example, the flavor

25、 of the Pepsi can be highlighted through colour and a person feeling. So we should make full use of this time to show Pepsi, make its efficiency highest.Suggestions for Marketing IdeasBy Elizabeth Smith, eHow Contributor accessed on 10 June ,2014b） Personal selling * The pricing gap for personal sel

26、lings profit is too high as compared with collective sales. We should seize the Pepsi existing potential customers, let customer development customer, but only we do our product best we can achieve it.* Intensify propaganda, make the consumers have a preliminary understanding of Pepsi before buying.

27、c） Sponsorship *Seriously teach each sponsor and business representatives and let them know Pepsi sparkle and propaganda points.* Timely communication and sponsors and provide Pepsi product updates. But the main propaganda work still needs to be responsible for ourselves, sponsor just a supporting r

28、ole.Suggestions for Sponsorship If They Have No Cash By Miranda Brookins, eHow Contributor accessed on 10 June ,2014d） Sales promotion * Indicate the Pepsi price before promotion, let the customer know the price range in order to improve their interest* Propaganda the reason of promotion, we must do

29、 cut corners by promotion.Reference:How to promote your sales promotion by John Kuraoka.accessed on 10 June ,20145.Conclusion Pepsi Cola has been very successful in their IMC. They have used advertising ,personal s elling, sponsorship and sales promotion. There are advantages and disadvantages for advertising, personal selling, sponsorship and sales promotion. No single method is prefert and therefore it is important