Advertising Strategy
Name
Course
Instructor

Advertising strategy for PepsiCo Inc.
Aims
The campaign seeks to increase the sales of Pepsi and Doritos by concurrently promoting the two exceptional product innovations; a chilly flavored corn chip called Doritos Burn and Pepsi Max Ceasefire Lime which is a no-sugar lime flavored cola. The essence is to demonstrate that it is possible for two companies to partner and successfully promote the sales of their products. This should create an exciting consumption experience worth re-purchasing. Doritos and Pepsi Max purpose to provide a unique opportunity for consumers to give their views and influence the power of the brands (Altstiel & Grow, 2010).
Objectives
The strategy is geared towards achieving some objectives. Some of the objectives of this advertising strategy include;
• To improve public knowledge and consumption of Pepsi Max Ceasefire Lime and Doritos Burn.
• To incorporate energy and new ideas in both the Doritos and Pepsi organizations in order to progress an inner city class of trade.
• To lead in product innovation, launch and successful promotion and sale.
• To enhance, meet the needs of different age groups including the youth with more appealing products.
• To lead in the soft drink market and enlarge its market share by promoting quality products.
• To empower and enhance consumer understanding of new products in the market
• To establish wide brand recognition; get big market shares in the drinks segment.
• To become the top producer in beverages segment within the forecasted sales figures.
Goals
Attempt to provide greater economic performance and offer good return to consumers’ purchasing efforts. In addition, there will be a focus on offering major progress in the production of beverages to meet the diverse and ever changing consumer demands, improve the quality of existing products and broaden the market choices for consumers. Similarly, it is hoped that the strategy will give relevant nutrition facts and evidence on the products, avoid wrong advertisements of the products; and promote appropriate sales to the consumers including the youth. This is in line with good business practices and global market standards (Jones, 2006).
The organization will further continue to implement its corporate social responsibilities. This involves directly engaging with communities through programs and activities while also assisting in various development and environmental conservation activities.
Invent new products and give appropriate packaging to enhance sustainability of the products. It is recognized that competition is a major challenge in the industry and this calls for innovation and creativity on every organization. More importantly, the organization aims to reduce possible negative impacts of the products as much as possible.
In line with the growing concern on climate change, every organization has a prerogative to institute ways and means of addressing the challenge in a given capacity. One of the goals of the organization in this regard is to minimize the emission of greenhouse gas (GHG) and other pollutants across the goods production system.
Another major goal involves observing and prioritizing employee and consumer rights in the workplace and through the supply chain. Allocate adequate funds to enable the companies produce more products, facilitate supply and distribution; and successfully launch the two new product innovations into the market. Lastly, there is a focus on enhancing annual business returns to the firms (Dara, 2010).
Target Segment
The potential target group for the promotion are the buying audience aged 18-39 years; and males between ages of 20-29 years. They represent a group of people who are well informed and regularly pursue value in their procurements. Generally, the consumers associate Pepsi Max and Doritos brands with the youths. The young adults set the trends in the market through various activities which include; passion for fashion, music, and social network. Therefore, youths are chosen because both the Pepsi Max Ceasefire Lime and Doritos Burn appeal more to the age group. The drive intends to incorporate vigour of young adults into the promotion of the products (Felton, 2006).
The secondary target audience includes; parents, guardians and people who enjoy music. They are people with disposable income who appreciate value for their purchases. In addition, they are the main shoppers in households. This makes them ideal targets since the product are of good quality. On the other hand, tertiary target market includes food suppliers, whole sale and retail stores. This is because they are influential in product supply.
Message design
The promotion; Freeze the Hot musical campaign involves the two product’s flavor. The fire and ice cube represent two powers against each other. That is, the partnership of Pepsi and Doritos. It shows a firing music instrument frozen in the ice cube in the summer. This gives audience a fresh feeling in hot summer and introduces a Cool and Burn impression into people’s mind. This highlights the significance of networking and social gathering among people especially the youth. The marketing entails; electronic marketing and sponsored events for extra exposure of the products (Kleppner & Settel, 2007). It is hoped the design will effectively help in creating a positive image for the product.

References
Altstiel, T., & Grow, J. (2010). Advertising creative: strategy, copy + design (2nd ed.). Los Angeles: SAGE.
Dara, R. (2010). The Real Pepsi, the real story. New Delhi: R. Dara.

Felton, G. (2006). Advertising: concept and copy (2nd ed.). New York: W.W. Norton.
Jones, J. P. (2006). The advertising business: operations, creativity, media planning, integrated communications. Thousand Oaks, Calif.: Sage Publications.
Kleppner, O., & Settel, I. (2007). Exploring advertising. Englewood Cliffs, N.J.: Prentice- Hall.