...MKTG522 Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form: Due Week 1 Complete this form and submit it to the Week 1 Course Project: Topic Proposal Dropbox. Your instructor must approve your idea, and will give you feedback and suggestions if you need help. Begin by brainstorming and generating a list—you have several options when choosing a product or service for your IMC plan. Consider choosing a brand that you have a passion for or creating a new brand for a new company or a new brand for an existing company. Perhaps you would want to select a product extension of an existing product. You might consider a different approach to marketing an existing service—you may select a product or a service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service brand that you have an interest in. Make sure there is information available about the industry and target market of the brand that you have selected. Think about why this brand needs an IMC Campaign—or why the existing campaign needs to be changed—what problem are you solving? Your name: Timir Patel Identify and describe the selected brand. The brand that I have chosen is PepsiCo. The PepsiCo is one of the world's leading food and beverage companies with over $63 billion in net revenue in 2015. PepsiCo's products are...
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...Background For over a century, Coca-Cola and Pepsi- Cola vied for “throat share” of the world’s beverage market. In a “ carefully-waged competitive struggle”, from 1975 to 1995, both Coke and Pepsi achieved annual growth of around 10%; this was largely attributed to the effectiveness of their marketing efforts. Analyzing the environment and understanding the market Instead of engaging in a “head-on confrontation” and getting involved in the largely dreaded price wars that promise to inflict much impact on the financials of both parties, both companies would always select customers that it can serve well and profitably. For instance, Pepsi “[is] going after the younger consumer… where the profits are”. This is an illustration of concentrated marketing, which has been Pepsi’s strategy since 1970s. It allowed Pepsi to gain a better foothold against Coca-Cola, the market giant, and eventually grew into a stronger competitor. Till now, Pepsi still practices demographic segmentation where it divides the market into smaller groups of customers in accordance to their age. They then targeted the niche group, youths or Generation X, whom Pepsi has always believe that it is the group with better segment structural attractiveness. Teenagers have distinct and unique behaviors such as “purchasing a single-serve product at a convenience store like 7-11”, thus when Pepsi offers such convenience services, it has created a loyal base of young customer who are the largest consumer market...
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...It is the #1 in Interbrand’s Best Global Brands 2012 list - a name that is more universally recognized than any other in the world. Some say it’s the flavour, but for millions, it’s the way Coca-Cola makes them feel! Elements of Brand Equity Brand Loyalty: When Coca Cola dared to tamper with a 99-year-old formula to bring out a ''new'' Coke, outraged U.S. consumers quickly forced them to bring back the old brand Brand Awareness: Coca-Cola scored over 90% in brand awareness among respondents from the US, Canada, UK, France, Germany and Australia* Through its taglines(in India) , it has remained relevant and evolved over time : Thanda matlab Coca Cola Peeyo sar utha ke Jo chaho ho jaaye Coca Cola enjoy! Burrrrrrrr Open Happiness A marketing platform that is relevant to a global audience, the Olympics have allowed Coca-Cola to solidify a powerful association in the minds of billions. Also shows like MTV Coke Studio helps make it relevant in today’s world. Classic red and white contoured bottle with the Coca Cola logo written in a bold swish Perceived Quality of coke is better than its competitors Brand Associations: It has been associated with Santa Claus world over after Coca Cola gave it the distinctive “lovable fat old man” look. In India initially celebrities like Karishma Kapoor, Hrithik Roshan, Aishwarya Rai and Aamir Khan have endorsed it. But now the TVCs have been generalized to make it occasion based consumption i.e. when you want to open happiness...
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...Coca-Cola in India 1. What aspects of U.S. culture and of Indian culture may have been causes of Coke’s difficulties in India? Something that could have been a problem right from the start is communication. Countries have different ways of communication, and something could be translated completely opposite of what was meant. Communication problems could have been a cause of the problems in India. Also, the different styles of communication could have been an issue because the United States and India do not use the same styles. Another big problem is that something could be accepted in India and be completely wrong in the United States. What some people don’t understand is that every culture has their own way of doing things, and their own “rights and wrongs”. This is where businesses need to decide whether they are going to keep their rules and regulations and bring them into the foreign country (ethnocentric). Or, they need to consider the fact that every culture is different and they need their own practices (polycentric). Whichever way the business decides could bring up problems because if they do us the polycentric approach, then consumers living in the home country are going to see their practices as wrong, when indeed the company is allowing their cultural ways to occur. 2. How might Coca-Cola have responded differently when this situation first occurred, especially in terms of responding to negative perceptions among Indians of Coke and other MNCs? Coca-Cola...
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...Coca-Cola in India 1. What aspects of U.S. and Indian culture may have been a cause of Coke's difficulties in India? There are four areas that of culture differences may cause the Coke’s difficulties in India. First of all, is the spoken and written language. During the contact with the India government, there might comes out some misunderstood with language express. Secondly is the service and empowerment. Asian culture is more conservative and the U.S. pays more attention on empowerment issues. Thirdly, is the laws, laws in the U.S. is much more wholesome than India. Fourthly, is the flavor preference difference between the two countries, that is why coke is not as popular in India as the America. 2. How might Coca-Cola have responded differently when this situation first occurred, especially in terms of reacting to negative perceptions among Indians of Coke and other MNCs? Firstly, it should apologize for the destroying of water resources in India, and then do some compensate for the villagers of Plachimada, like money or spring water, or other marketing strategies in that area. Find ways to solve the problem because it still needs to plant there. Give guarantees via publics to ensure not destroy environment anymore. It is very important to MNCs to built good reputation and consumer loyalty in international market. 3. If Coca-Cola wants to obtain more of India’s soft drink market, what changes does it need to make? Firstly, it should change its...
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...famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships. But for Moffitt and the senior managers above him, the most important decisions of the year were made in conference rooms with BBDO creatives. Each of the ads would cost over a million dollars to produce. But the production costs were minor compared to the $55 million media budget that would be committed to air these spots. Historically, PepsiCo management had learned that selecting the right...
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...Carl Johansson International Business Environment MIRBIS Exchange Student, Sweden 2011-05-16 Cola Wars; Going global 1. Compare and analyse market strategies of Coca Cola and Pepsi in the following ways; Country Market entry strategy China Coke used a three-step strategy where the first sold concentrate to franschised Chinese bottle-owners who were fully responsible for production and distribution. This step made Coke their name in China. In the second step Coke bought shares in the bottling business to reduce the effect of uncertainty and to restrict opportunistic behaviour of its local partners. During the third stage Coke merged with two local producers and broadened their production line to tea drinks, fruit juices and carbonated sodas. Pepsi established joint ventures with local companies in an early stage. They had to enter the market pretty aggressively since Coke was already well established. Pepsi addressed the Chinese government and built a strong network with local companies. Via these local companies they got access to other markets such as beer and wine. The joint ventures signalled long-term commitment and fair strategies to the Chinese government. They also expanded their savoury snack sister company who proved profitable. Mexico Coke was “first” in Mexico, as early as 1903 and to access the Mexican market in an easy way they provided “free” refrigerators to restaurants to encourage the distribution and brand. Their initial...
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...Date: Introduction In today’s world, nearly everybody consumes a beverage every day of which, most of what we consume, is either a soft drink or hot beverages in the form of tea or coffee. The beverage business has in the modern world emerged as the top prayer with worlds renowned companies such as Coca Cola and PepsiCo being the leaders. In our study, we will focus on the history and mission statement of the PepsiCo Company. History and Background PepsiCo was founded in 1890’s by Caleb Bradham who was by then running a pharmacy business in New Bern, North Carolina. Today, it has risen to become one of the most recognized and successful snack and beverage companies in the world. What started as an in-house production of Pepsi-cola soft drink would then grow and spread with an outstanding establishment of over 250 licensed bottlers and distributors by 1910. By this time, PepsiCo production had exceeded the 1 million gallon production mark (PepsiCo, 2012). The effects of world war two would destabilize its operations notably due to acute sugar shortage due to rationing. In 1931, PepsiCo was declared bankruptcy following financial problems due to the notable acute sugar shortage during and aftermath of world war I. during various occasions between 1922 and 1933, the coca-cola company had been approached to take over PepsiCo due to the prevailing business difficulties but declined every time. This difficult was equally felt during the World War II, under the new...
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...PEPSI CO Strategic Management Key internal and external factor 1. External - Coke would also like to dominate the cola industries - Consumer shift to less costly drinks and snacks - Coke manage to dominate marketing in China by a small margin - Continuing economics problem - Cost of sales and management increased as times changed - Increased in Liability cost ( transportation, tax, raw material ) - Low supplies of fresh and clean water 2. Internal - Cost of production in varies providence - Lack of strong personnel in marketing and administration - Lack of diversities in product offered into the market - 2 separate bottling company - Strength and weakness 1. Strength - Diversities of product - Huge assets around the globe - Create synergy between product categories - Having Indra K. Nooyi - Great marketing and advertisement plan 2. Weakness - Various company involved - rely on independence bottling company - Lack of expert personnel - Different in management and administration for each branch Main Strategies to Success - Bolstering manufacturing and sales in China - Further increase investment in Japan, India, Europe, Mexico and Latin America - Retake ownership of its two largest bottlers - Increase the number of non-carbonated product - Ventured into a conglomerate diversification business - Successfully develop a synergy between product categories ...
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...WEEK 1 DISCUSSION STRUCTURAL FORCES EFFECTS on COLA DRINKS INDUSTRY SUPPLY CHAIN by GIDAGA ALFRED HOOO31960 ABSTRACT Carbonated soft drinks branded under Coca Cola and Pepsi Cola remain major household names in the soft drinks industry. Spanning operation from the original Franchise agreement of 1899 to-date, is an indication of managerial ingenuity of strategy design, implementation and control. Profitability and sustainability as a key issue in business operations necessitates these value chain components to critically evaluate the Structure-conduct-performance framework as an ongoing process. As suggested by Porter (2008/1977), the evaluation of the industry structure would assume the assessment under the five forces concept: The threat of entry, the power of suppliers, the power of buyers, the threat of substitutes and the competitive rivalry. INTRODUCTION The major players in the Carbonated Soft Drinks (CSD) industry in the production and distribution process are classified in four major groupings: Concentrate producers, bottlers, retailer channels and suppliers. As major part players in the Carbonated Soft Drinks Industry (CSD), analysis of the Industry structure is synonymous to assessment of the Industry major players on Structure-Conduct-Performance (SCP) paradigm. This essay seeks to subject to assessment the CSD Industry major players to the five forces concept. CONCENTRATE PRODUCERS, In this part of the industry, raw materials are converted...
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...Carolyn Gaudioso 8-29-12 Intermediate Accounting Homework 1 CAC: a) Coca cola b) Coca cola- 34% Pepsi-32% c) Pepsi co had more depreciation and amortization expense, there is a difference in these amounts because coca cola had a higher percentage increase from 2008 to 2009 and also a greater 5 year average growth rate which shows that coca cola is a more popular company and there is a reduction in a capital account of the value of an asset over time. Also their equipment that they use can depreciate faster than coca-cola’s equipment. FSAC: a) Percentage change in sales from 2008- 2007 is 9% increase and from 2008-2009 is decreased 2%. The percentage change in operating profits from 2007 to 2008 is 4% and from 2008-2009 it is 2%. The change in net cash flow less capital expenditures from 2007-2008 is decreased 2% and from 2008-2009 is 57%. b) The trend that seems to be more favorable is the sales and the trend that seems less favorable is the net cash flow less capital expenditures. The significance of the trend being less favorable from net cash flow less capital expenditure is that is shows that the net cash flow in 2008 is less than the capital expenditure thus causing a decrease in 2008 which causes a decrease of 2%. IFRS 3-6) a) April 2010-7,153. March 2009 -7,258.1 b) Cash in April 2010 -1,229. c) Selling and Marketing expense 2010-3,618.5. In 2009- 3,371.9 d) Revenues 2010-9,536.6. In 2009- 9062.1 e) Pg 102- Prepaid pension...
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...PepsiCo’s mission is to be the world’s highest consumer product company focused on convenient foods and beverages. PepsiCo’s vision is to generate healthy financial returns and improve the lives of consumers, employees, and communities. This Code of Conduct applies to PepsiCo, its companies throughout the world, joint ventures over which PepsiCo has management control and to every employee, officer and director of these companies. PepsiCo has a Code of Conduct in place to ensure ethical behavior, not only does it touch on that aspect it does on others as well. There are many different sections in the Code of Conduct Policy. The first one is respect for our employees; PepsiCo respects the human rights and the dignity of all employees. PepsiCo is committed to equal opportunity in all aspects of employment for employees. This provides a workplace free from any form of discrimination or harassments. The health and safety section where PepsiCo is committed to providing safe and healthy environments at its facilities for all its employees, visitors, contractors, and vendors. This policy provides employees with a drug-free workplace. ("Pepsico worldwide code," 2008) Conflict of interest is a policy that means: don’t compete with PepsiCo business. All actual or apparent conflicts of interest between personal and professional relationships must be handled honestly and ethically. ("Pepsico worldwide code," 2008) Accounts and record-keeping policy is to observe the most stringent standards...
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...DRINK TO SERVE TO HIS CUSTOMERS. HE SUCCEEDED BEYOND ALL EXPECTATIONS, INVENTING THE BEVERAGE NOW KNOWN AROUND THE WORLD AS ... PEPSI-COLA. 3 PEPSI’S BEGINNINGS PEPSI’S BEGINNINGS Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. Like many pharmacists at the turn of the century, he had a soda fountain in his drugstore, where he served his customers refreshing drinks that he created himself. His most popular creation was a unique mixture of carbonated water, kola nuts, vanilla and rare oils, named “Brad’s Drink” by his customers. Caleb decided to rename it “Pepsi-Cola,” and advertised his new soft drink to enthusiastic customers. Sales of Caleb Bradham (circled) was too focused on serving his customers Pepsi-Cola to pose for this picture. Pepsi-Cola started to grow, convincing him to form a company and market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. An official patent was awarded on June 16, 1903. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed—to bottle Pepsi-Cola so that people everywhere could enjoy it. 4 BUILDING THE BUSINESS BUILDING THE BUSINESS Advertising Pepsi-Cola as “Exhilarating, Invigorating, Aids Digestion,” the business began to grow. Caleb sold 7,968 gallons of syrup in 1903....
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...outlined in Annual report * * Walt Disney is Pepsi cola is the front-runner in an extremely successful customer goods industry, such as beverages and snacks. These types of goods are lucrative and provide positive cash flow. To sustain their success, Pepsi cola anticipates decreasing the budget cost of bottling and distribution. The company plans are to acquire several bottling plants in the vicinity of the consumer market to reduce the distributing and manufacturing cost. Similarlyby employing the SAP ERPsoftware, Pepsi cola anticipates the manufacturing and distribution procedures can be standardized. The inventory management system better perform surveillance of the raw material inventory and improve accuracy of stock levels of goods allowing them to meet the need of the market. By implementing this strategy, the cost of manufacturing and distribution will be reducedand Pepsi cola will improve the profitability in the short and long-term beverage market. One initiative Pepsi cola identified in their annual report where to implement growth in the future. The United Statesand other developed countries are not expanding fast enough to accomplish their projected financial performance. Competition appears to be the major factor alongside health awareness and demanding economic circumstances. Because of these financial burdens Pepsi cola must take exploits to make certain the beverage business ensures financial growth. The initiative...
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...Coca-Cola and Pepsi are the two greatest competitors amongst the soft drink industry today. They are both legendary brands and have been battling each for many years. I would first like to provide a little history about both companies. Coca-Cola was invented by pharmacist John Stith Pemberton in Columbus, Georgia around 1886 (Coca-Cola Journey, n.d.). The creation of the beverage was in a pharmacy by mixing Coca-Cola with carbonated water. The drink is well-known in over 200 countries with more than 500 brands and serves over 1.7 billion servings each day (Coca-Cola Journey, n.d.). United States is origin for Coca-Cola but its reputation has made it truly universal. Pepsi was first introduced in 1893 by Caleb Bradham at his drugstore in New Bern, North Carolina (Sodamuseum.com, n.d.). Bradham’s later labeled the drink Pepsi-Cola on August 28, 1898 which was named after the digestive enzyme pepsin and kola nuts ingredients used in the formula. Upon completion of this paper, there will be a general idea about Coca-Cola and Pepsi-Cola. First, there will be a discussion on how each corporate culture differs from the other. Second, I will then analyze three ways that each unique culture has benefited by the other’s competition. Finally, I will hypothesize how each would continue to thrive if its current corporate culture would need to change in the near future. Determine how each corporate culture differs from the other: The people’s two favorite soft drinks have always been...
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