MKTG 396
Assignment 2

1.) The criticisms of an individual consumer to the statement made by Pepsi about its campaign largely depends on how informed the consumer is about the Pepsi Refresh Program. If the consumer has not heard of the campaign before then they have no emotional or moral appeal towards it. The message content then is lost on them and they have no reason or driving force to buy the product. The statement could also be seen as false advertising or deceiving if not much is known about the program. How will it help to move the country forward? The target customer may misunderstand the message or give it a different interpretation. Even if the consumer is somewhat aware of the program they may be critical of the time frame of it. How long does PepsiCo plan on running this program for or what kind of real impacts will the individual consumer have by just buying a single product? 2.) In the societal classification of products Pepsi would be a pleasing product. The reason it is a pleasing product is because it has a high immediate satisfaction but may hurt consumers in the long run. (Tastes good but its not very good for you). In order to address this challenge Pepsi has implemented a number of strategies. The first would be introducing somewhat healthier options within the PepsiCo brand. Some of these choices include diet sodas, water, sports drinks and food products like oatmeal. The biggest strategy however is their focus on being more socially responsible (through programs such as the Pepsi Refresh Project) and trying to shift the opinions of consumer that although Pepsi may not always be the healthiest choice for them, it is a healthy choice for their community and environment. PepsiCo seems to be working towards making their product a more desirable one, giving both a high immediate satisfaction and high long-run benefits.

3.) The two