• History of Pepsi
• Actual Company Profile
Goods and Services
• Company analysis
• Competitors
• Advertising strategy of Pepsi corporation .
• Pepsi refresh Campaign/project (2010) .
Integrated Marketing Communication
• Doing Good project
• Social (digital) media Campaign.
• Conclusion
Pepsico History
• The first name of the drink was
"Brad's Drink «
• In 1902, Pepsi-Cola Company launch
•PepsiCo’s snack food operations (Frito
Lay….) had their start in 1932.
PepsiCo’s founded by
Caleb Bradham,
•PepsiCo began its international snack
food operations in 1966.
• In 1997, It owned Taco Bell, Pizza Hut,
KFC.
• Pepsi Co was founded in 1965 Donald M. Kendall
[merger of Pepsi cola & Frito lay]
• Pepsico “located in New York City
• Indra K. Nooyi, Chairman; President; CEO
• it holds 285,000 employees
• Revenue: US $ 57.838 billion
[Growth 33.79%]
• Rank: 20/21
[2011/2010 IW U.S. 500]
•fiftieth largest publicly
owned company
•Distribute and sell
beverages, snacks in 200
countries worldwide
Companies owned by Pepsico:
Frito Lay
Gatorade
Tropicana (aquired in 98)
Quaker Oats
Pepsi brands
Diet Pepsi
7UP
Mountain Dew
Lipton Iced tea (partner)
Mirinda
Lays/ Doritos…..
STRENGHTS
The Brand name
Vast product line
Strong Distribution
Pepsi Refresh Project
Competent CEO (Indra Nooyi)
WEAKNESSES
Unhealthy products
Lack of focus on core operations
failed to support sales of it’s core
brand
OPPORTUNITIES
Global presence
Steady growth rate /positive
potential
Always looking into the future
Relevant new product
introduction (introduce Pepsi
Next to counter health issues
criticism and put SMART spot
logo)
THREATS
Health trend
Increased competition
Change in consumers demands
Pepsi’s campaign includes PR, Spot ads, prints,
digital and out-of-home advertising. (word of mouth)
Shift a Huge marketing Budget to interactive and
Social Media program.
PepsiCo decision to favor digitally focused Social
Media from high profile spots compelling & risky
Move from past ads focused on youthful nature of
Generation (stick with celebrities) to it’s new
Program (Pepsi Refresh)
Pepsi Co has committed to award
$ 20 million in grants (non-profitable)
organizations and individuals ranging
from $5000 and $250000 with ideas
that will make the world a better
place .
The aim of this compaign is that :
• The message Demonstrate of social
responsibility
• The message should be delivered with a
fat dose of social media
Pepsi Refresh project contribute to develop
an effective integrated marketing
communication:
communication
IT’s not « about digital as its own
channel anymore »
However :
« It’s how do we infuse digital across
all of our marketing programs ».
Says Bonin Bough
Cont (….)
How Pepsi refresh project works in digital ?
Pepsi is running spot ads on the main
networks as well as 30 different cable
channels.
The ads inform people about the Pepsi
Refresh campaign direct them to
[Link] site .
After the 1st grants were awarded ,ads began
highlighting projects that had been funded .
what does Six [Link] refers
to ?
Giving good Card a gift Card for charity
which they can use to support their favorite
cause in the US. In return, they will pay it
forward by sending Good Cards to their
family and friends.
Pepsi is giving away millions each month to
fund refreshing ideas that change the
world. The ideas with the most votes will
receive grants.
Integrated marketing communication use
of celebrities to transmitt the message of
Pepsi refresh project :
Display the symbol of Pepsi in all the
lowercase Pepsi logo in cans, bottles and
multipakcs show up the new Pepsi
Brand Mark
On the front of most of the new packages
A reassuring tag line: "Same Pepsi
inside, new look outside.
More closely integrate consumers with
the brand
Drive the concept of Doing Good, rather than drive
the brand.
transform the community throught a donations
program
Highlight the projects funded as the
project finished
Reach their customers easily (using celebrities)
PepsiCo used of consumer-generated media
opportunities, TV spots, print ads, and had digital
presence on Twitter ( 634 969 fans) and facebook
(7 867 474 fans)
To get Direct dialogue with fans and consumers
Partenered with Foursquare to direct FS members to
Pepsi retailers
• Hold special contests asking for
employee sustainability suggestions
– Human sustainibility
– Environmental Sustainibility
• Pepsico’s profits, are everyone’s Profits
Community members:
Community/ Social Programs,
scholarships, Educational Awarness
