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
PepsiCos snack food operations (Frito
Lay.) had their start in 1932.
PepsiCo began its international snack
food operations in 1966.
In 1997, It owned Taco Bell, Pizza Hut,
KFC.

PepsiCos founded by
Caleb Bradham,

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..

PEPSI Swot Analysis

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 its 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

The Direct Competitors

PEPSI ADVERTISING
STRATEGY

Pepsis 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 its new
Program (Pepsi Refresh)

PEPSI REFRESH PROJECT

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 :

1.The message Demonstrate of social
responsibility
2.The message should be delivered with
a fat dose of social media

Pepsi Refresh project contribute to develop

an effective integrated marketing
communication:

ITs not about digital as its own

channel anymore

However :
Its 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
www.refresheverything.com site .
After the 1st grants were awarded ,ads began
highlighting projects that had been funded .

what does Six Degrees.com 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
Pepsicos profits, are everyones Profits
Community members:
Community/ Social Programs,
scholarships, Educational Awarness

References
http://doc-pepsico.com/001110545397/Pepsi
http://www.sirpepsi.com/pepsi11.htm

1)Consider PepsiCos advertising throughout its

history. Identify commonalities i its various ad
campaigns. How is the campaign consistent with
PepsiCos brand image?

Slogans of pepsi
1939 Twice as Much for a Nickel
1958 Be Sociable, Have a Pepsi
1961 Now its Pepsi for Those Who Think
Young
1984 Pepsi. The Choice of a New Generation.
2003 Its the Cola . Dare for more
2008 Pepsi is # 1
2010- present"Every Pepsi Refreshes The World"

2) List all promotional mix elements

used in the Pepsi Refresh Campaign.
3) Describe PepsiCos target audience.
Is the Refresh Campain consistent
with the audience?
4) Analyze the campaign according to
the steps listed in the chapter for
developing effective marketing
communication.
5) Will The Pepsi Refresh campaign be
successful? Why or Why not?

THANK YOU FOR YOUR ATTENTION