Description
Marketing Strategy PresentationHaving developed a marketing strategy and plan for implementation, you must now present this information to your chosen business. You will create a presentation sharing your overall marketing strategy.Using PowerPoint, Prezi, or other appropriate software, develop a presentation of 10–15 slides that covers all aspects of the marketing strategy. Slides should be bulleted, with notes that detail the information on each slide. Slides should be professional quality and free of grammatical and spelling errors.Your presentation should address each of the following:Characteristics of the market-driven strategy the company will take.Marketing segmentation strategy.Customer relationship management strategy.Strategy for collecting information on prospects.Strategic partnerships the company could develop to promote both companies.Strategy for managing a top-selling product or service.Pricing strategy for one of the top-selling products or services.At least two new ideas for advertising and sales promotion strategies.Digital strategy.A plan to measure marketing performance.The specific course learning outcome associated with this assignment is as follows:Present a marketing strategy and implementation plan to a stakeholder.
Week 4 Assignment- Marketing Strategy Creation
Student Name
Strategic Marketing- MKT475
Dr. Rachel Burger
Month Date Year
Week 4 Assignment- Marketing Strategy Creation
The marketing strategy used by Pepsi has changed over the years and continues to do so
as the company focuses on gaining traction with wellness-conscious Gen Z customers and
harnessing analytics to raise recognition of its entire portfolio of products, which encompasses
Gatorade, Mountain Dew, and even Doritos. In the company’s SWOT analysis, it was
determined that Pepsi’s internal environment is characterized by strengths such as a diversified
brand portfolio that contains an array of brands and attracts so many customers, as well as
financial stability, having been an inactive business for the last over fifty years. Besides the
above strengths, PepsiCo is also aware of its weaknesses that can be exploited by competition.
By understanding its weaknesses, the multinational has developed strategies for improvement.
Some of the weaknesses characterizing PepsiCo’s internal environment include increasing health
concerns among its core customer base and concentrating marketing efforts on a few of its
products, leaving a majority unknown. On potential opportunities that PepsiCo can take
advantage of, the analysis identified the introduction of new product lines and expansion into
new markets, and increase in partnerships as clear opportunities likely to help the organization
drive sales. On the other hand, the analysis identified threats such as stiff competition and
increasing health consciousness to pose a danger to the organization. This paper provides a
comprehensive analysis of the company’s marketing strategy, including strategic marketing
tactics, characteristics of a market-driven strategy, and marketing research strategy.
Strategic Marketing Tactics
Marketing tactics can be described as the strategic actions that steer a product or service’s
promotion aimed at influencing certain marketing goals. In other words, marketing tactics are
specific actions undertaken to accomplish a marketing strategy. They encompass a broad range
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of advertising techniques and actions, including distribution, sending emails, launching
promotional items, and increased communication via various social media platforms such as
Facebook, Twitter, and Instagram (Zhang, 2019). Marketing tactics include television and radio
commercials, targeted publications, and the establishment of club and organization memberships.
There are even AI marketing solutions accessible now that may be used to supplement a
marketing approach. Two marketing tactics synonymous with PepsiCo include TV and radio
advertising and communicating through social media.
Tactic One: TV and Radio Advertising
PepsiCo has historically spent extensively on marketing in order to increase its market
share and increase sales. However, the company’s annual report showed a significant increase in
budget allocation for advertising and marketing globally by over 12% for 2019. The bulk of this
budget goes into digital marketing and running TV and radio commercials. The company still
uses the traditional marketing tactics of radio and television advertising because there is a large
population of its customer base that still follows the radios and the televisions- especially the
generation of baby boomers who have been quite cagey about social media platforms.
TV and radio still have greater reach. The number of individuals who view a marketing
communication is referred to as its reach, which is complemented by the frequency with which
the message appears to the viewers or listeners.
In 2018, the United States had a total of 304.5
million individuals viewing TV, representing a 0.9 percent rise compared to 2017. This increase
has been steadily rising, considering that there were only 301.7 million television viewers in the
previous year, which was also a 1.6 percent increase from 2016 (Xiang, 2021). Therefore,
contrary to popular belief, television viewing is not on the decline. It is still expanding. Also, the
percentage of homes in the United States with Television sets has increased to 96.5 percent from
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83% over the last two decades. The trend repeats itself throughout the world, where access to
television and radios is enhanced as compared to internet penetration and social media.
Tactic Two: Communicating through Social Media
A brand like PepsiCo has embarked on communicating with its customers via real-time
campaign promotions against the backdrop of social media becoming popular. This has allowed
different businesses to forge friendships or create a connection with millions of individuals all
around the globe. Companies have also been increasingly careful concerning the quality of
service or product, realizing that negative reviews, comments, or news may rapidly spread on
social media and influence millions of potential customers.
As crucial as it has become to engage with customers through social media, having in
place a sound digital marketing strategy is equally key. Pepsi maintains the top spot with its
social media marketing because it has mastered consistently making an impression on its target
group. For instance, the company’s 20-minute-long ‘Bring Home Happiness’ commercial went
viral, with billions of people watching it across the globe. Therefore, while Pepsi leverages social
media capabilities to engage with its customers, it is equally imperative to remember that they
rely on the power that social media comes with to conduct a fruitful campaign. In today’s modern
world, building loyalty and consumer involvement are critical.
Characteristics of Market-Driven Strategy
The core logic of the market-driven strategy is that the consumers comprising the market
must be the beginning point in the development of business strategy; hence, a deep
understanding of the consumer group as well as the market making up the product market is
required. According to (Whitle, 2021), a market-driven strategy has four main characteristics,
which include: being market-oriented, determining distinctive capabilities, establishing a match
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between a business’ capabilities and customer value, and obtaining a top-notch performance
through delivering superior customer value. Despite the fact that a market-driven strategy is a
very promising approach, it is claimed that a lengthy commitment is required to establish these
tactics.
Product-market Boundaries
PepsiCo owns numerous brands in various sectors throughout the world. Local
competition varies by industry and region. The company, for instance, rivals Poore Brothers in
the local United States snack food market, which is not the case in other markets such as Asia,
Latin America, Africa, or Europe nor in the beverage sector since Poore Brothers exclusively
distribute items such as cookies, and chips in North America. This is addressed in PepsiCo’s
local market perspective. As a result, we can say the market has been bounded by the region of
North America – where the reasoning is that it acts as PepsiCo’s principal market, accounting for
66% of its total sales – the market may be accurately delimited, encompassing all foreign and
local rivals.
Considering the global overview of the company’s market, PepsiCo’s competitiveness
is focused on multinational beverage and food competitors. This presents the benefit of covering
all areas. Since 2004, the company’s subsidiary, PepsiCo International, has been the largest
division, accounting for 34% of overall sales (Jallow, 2021). Mike White, the CEO of PepsiCo,
anticipates significant growth prospects in Europe. International corporations wield significant
influence in their sectors due to their diverse product portfolios and substantial capital stock.
Local rivals are frequently bought by multinational corporations, such as PepsiCo’s acquisition of
the German juice company Punica Getraenke. A few startups and smaller enterprises attempt to
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complement instead of compete with the major corporations. Therefore, in the scenario of
PepsiCo, it is preferable to have a broad understanding of the market.
Marketing Segmentation Strategy
Considerations around segmentation, positioning, and targeting at PepsiCo may be
defined as the basis of entire marketing activities. Segmentation is the process of breaking a
populace into subgroups based on particular features or qualities. The company employs a
segmentation strategy referred to as multi-segment positioning and, as a result, pursues more
than one consumer segment simultaneously with various product packages. Pepsi-Cola, for
instance, is promoted as a nice-tasting soft drink that has a revitalizing effect. Pepsi-Cola, on the
other hand, has a high sugar content and is not marketed to consumers who are worried about the
health consequences of drinking carbonated soft beverages. PepsiCo, therefore, sells Diet Pepsi
to this client niche, which is marketed as a carbonated soft drink with far less sugar than PepsiCola. The segmentation strategy used by PepsiCo is largely based on geographic, demographic,
behavioral, and psychographic categorizations.
Customer Relationship Management Strategy
The main goal of customer relationship management (CRM) involves streamlining the
marketing processes, as well as to make contact centers increasingly efficient, and providing
excellent customer service. CRM also aims to find new customers, enhance customer income,
and more efficiently cross-market items. CRM concept generally refers to the information
technology environment and describes the methodology, software, and, in most cases, an
organization’s internet capabilities that assist businesses in managing customer relationships in
an orderly and effective way. Across many circumstances, a company creates a profile or
database of its clients. The database identifies relationships in full precision for management and
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customer service representatives to access the information and match the needs of consumers
with product offerings.
CRM application architecture is divided into two main sections. CRM Operational, which
supports the “front office” office operations. Business operations, such as customer interaction,
are what operational CRM entails (marketing, sales, and service). CRM analytics: data obtained
in operational CRM is examined in analytical CRM to categorize consumers or uncover upselling and cross-selling opportunities.
Marketing Research Strategy
Simply put, a marketing research strategy is an approach used to gather information on a
target audience’s preferences and any emerging issues about them. The researcher’s goal in
delving further should be guided by the need to establish whether their products or service has
the potential to suit their demands. Market research conducted by PepsiCo involves the
collection of numerous amounts of data and can utilize qualitative research, quantitative
research, or a combination of the two to achieve its goals. This selection is premised on the type
of strategy to provide the most appropriate experience and understanding of the customer’s
market. The selection is also based on what type of study would be beneficial to them.
Conclusion
PepsiCo’s SWOT analysis provides the basis of this marketing strategy. SWOT analysis
issued various strengths that the company can harness to help it overcome internal challenges lie
the ones identified. On the other hand, opportunities and threats are external-based factors that
the company has no control over but can be utilized to bring more growth. This paper provides a
comprehensive analysis of marketing strategy, including strategic marketing tactics,
characteristics of a market-driven strategy, and marketing research strategy.
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Sources
Jallow, D. (2021). A Strategic Case Study on PepsiCo. Available at SSRN 3828353.
Tuđman, A. M. (2021). Influencer marketing on social media (Doctoral dissertation, University
of Zagreb. Faculty of Economics and Business. Department of Marketing).
Větrovcová (2020), A. Marketing strategy of Coca-Cola, Pepsi, and Kofola on the Czech market.
Whitler, K. A. (2021). 1 The Marketing Impact Framework. In Positioning for Advantage (pp. 316). Columbia University Press.
Xiang, M. (2021). Analysis of Coca-Cola Company’s Marketing Model.
Zhang, Z. (2019). Risk Analysis of Two Leader Drink Company: PepsiCo and Coca-Cola. Asian
Business Research, 4(3), 42.
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1
Marketing Strategy Implementation
Dorothea Brooks
Strategic Marketing- MKT475
Dr. Rachel Burger
May 27,2022
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Marketing Strategy Implementation
Market strategy implementation is a critical phase in a company that should be handled
with maximum consideration. It forms a basis for creating marketing strategies in the future. If
the strategies are not properly implemented, then there will have no meaning for any company. It
is vital to understand the various implementation strategies that are beneficial to PepsiCo. In
addition, properly implementing a marketing strategy enables PepsiCo to adopt pricing strategies
that help the company to reach wider target markets. PepsiCo company has developed
comprehensive marketing measures aimed at remaining competitive in the market. Realizing a
strategy begins with the creation of strong strategic partnerships with a detailed strategy on how
the top-selling products of the company should be managed. Advertising and sales promotion
strategies offer real value in terms of reaching new markets as seen in the case of PepsiCo
company. This paper presents PepsiCo’s strategic partnerships, a review of the pricing strategies,
advertising and sales promotions strategies, a digital strategy, and a designed plan for measuring
the marketing performance.
Strategic Partnerships
PepsiCo company should leverage strategic partnerships with different companies to
succeed in the market. Strategic partnerships have proved to be a key success factor for the
innovation and marketing strategy being advanced by the company. For instance, the company
has formed a strategic alliance with Calbee Foods Company to explore joint production of goods
in markets such as Japan for a variety of products such as potato chips and snacks. Another
example of a strategic partnership that should be explored by PepsiCo company is partnering
with top global companies such as Starbucks to market some of its mass-produced beverages in
global markets. There are many ways that the PepsiCo company and the collaborating firms can
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use to develop the partnership to ensure its benefits are achieved by all players in the strategic
partnership.
Firstly, the company should develop its strategic partnership with Calbee Foods
Company to remain competitive in the Japanese market. The company should leverage its robust
research capabilities and development traits to innovate the production of snacks. This will prove
beneficial in diversifying the product portfolio of PepsiCo company and Calbee Foods Company
(Nakano, 2009). The two companies enjoy exemplary leadership skills from various managers
which can be developed to come up with different marketing strategies. Secondly, the company
can develop its potential strategic partnership with Starbucks by using the advertising network
channels already created by Starbucks. This will help PepsiCo to utilize the experience of
Starbucks in various markets and the brand experience already created by the company. From the
partnerships, all the companies will experience extended product lines which will prove
successful in meeting the demands of the target market.
Strategy for Managing PepsiCo’s Top Selling Products
Managing top-selling products can be an uphill task for PepsiCo company. This prompts
a successful strategy to be implemented in managing high-rated products such as Pepsi Cola. An
innovative promotional and marketing campaign is a strategy that PepsiCo should consider to
manage some of its top-selling products (Nielsen, 2016). This approach is usually based on the
sales goals and brand positioning of the company. An innovative marketing campaign should
comprise innovative activities that PepsiCo should utilize in communicating the top-selling
products to the target customers in the market. For a long time, promotional campaigns have
been deployed by companies which have helped them to introduce coupons and loyalty programs
to their customers. This is a strategy PepsiCo company should use to reward its customers who
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purchase the top-selling products. This should be done according to the volume of goods each
customer purchases. This will increase the sales and revenues generated from the top-selling
products. Several advertisement strategies should be put in place to market the top-selling
products. For instance, the company should use some of its customers and influencers to
advertise its products.
Competitive pricing and the introduction of short-term objectives are important strategies
that should be utilized by the company to manage its prestigious products. Through competitive
pricing, the company should set the market prices of its prices based on those of its competitors
such as Coca-Cola. Pricing strategies are influential in convincing the target market to make
purchasing decisions that help to increase the volume of sales accrued from the top-selling
products (Enz et al., 2009). The quality of the products, warranty, and customer service should
guide PepsiCo company to set competitive prices. On the other hand, short-term objectives such
as evaluating the ingredients used to produce the top-selling products should be explored. The
short-term objectives should be channeled towards getting a larger percentage of the market
share in all markets that use the top-selling products. Short-term objectives should also be
centered around the distribution process. This will help to ensure the top-selling products reach
the target market at the right time.
Pricing Strategy Review
Lay’s Potato Chips, Mountain Drew, and Pepsi Cola are the three top products produced
by PepsiCo company. Identification of the target market is usually the first step in developing a
pricing strategy for any company. The pricing strategy should revolve around increasing profits,
reaching the new consumer and market segments, remaining competitive, and increasing the
market penetration of the relevant company. The prices of the three top-selling products are set
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based on the market-oriented pricing strategy. The primary objective for PepsiCo using the
market-oriented pricing strategy is to ensure the prices of the products remain competitive under
the existing market conditions (Gehlhar et al., 2009). For soft drinks such as Pepsi Cola, the
company utilizes the hybrid everyday value pricing strategy. The company is motivated to use
this pricing strategy as it helps to bridge the gap between the everyday prices of soft drinks and
the holiday prices that are usually discounted.
Competition-based pricing strategy is the recommended new pricing strategy for a
product such as Pepsi Cola. There is high competition among beverage manufacturers globally,
prompting the company to consider the competitive approach to pricing its products as an
effective pricing strategy. Based on the performance of the products of companies such as CocaCola, PepsiCo should use the existing price rates in the market to set prices for Pepsi Cola. This
should act as a benchmark since slight differences in the prices of the beverages of other
companies may cause a shift in customer demand which has an influence on the sales. The main
supporting reason for choosing this strategy is to ensure the price of Pepsi Cola is slightly below
the market price. This will ultimately result in PepsiCo remaining ahead of the competition and
commanding a large percentage of the market share.
Advertising and Sales Promotion Strategies
Online advertising and social media are the best strategic option for sales promotions and
advertising PepsiCo’s products. The internet has rapidly risen to one of the best tools for
marketing products globally. Social media ads and keywords are significant marketing
techniques that can be deployed online to increase sales and reach market segments that were
previously not exploited (Evans, 2010). It is easier to market products on social media platforms
due to the advancements made in technology. PepsiCo should use social media sites such as
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Facebook and Instagram to connect with the target market segments. This should be used to
explain the value proposition of each product to the target consumers.
Content advertising is an ideal strategy for advertising PepsiCo’s products. This strategy
has a direct influence on the consumers. Content advertising should be done on multiple
channels whereby a clear and precise message should be relayed to diverse but many consumer
groups. Content advertising entails informative advertising whose sole focus is on indicating the
value of the brand. PepsiCo is a reputable global brand that should explore informative
advertising as it will help consumers understand the rational value of each product produced by
the company. This advertising strategy works well for world-known brands which will help the
company to generate large volumes of sales.
Digital Strategy
A digital strategy is a perfect channel for ensuring a company gains a competitive
advantage from technology. An effective and clear digital strategy generates a good customer
experience and rewards based on technology. A selected digital strategy should be customercentric and explain how PepsiCo should increase its social media presence and keywords, and
create brand awareness through various digital platforms. Social media platforms play a crucial
role in retaining existing customers and attracting new customers (Evans, 2010). The company
should use digital media to collect data such as demographic information of target market
segments. The collected data should be divided into distinct parts whereby numerous
advertisements are displayed on various digital platforms. This is a perfect opportunity to help
PepsiCo to advertise the available products to different markets. Various tools available digitally
should be used to analyze data and determine areas that the marketing department of the
company should improve on.
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Measuring Market Performance
Measuring the market performance accrued from the marketing strategy is the best way
of monitoring the implemented strategy. Revenues demonstrate a successful marketing strategy.
The amount of generated revenue will help PepsiCo to determine whether it used effective
techniques to market its products. The number of sales made should be linked to the efforts used
in marketing individual and collective products. Tools such as Google Analytics will help to
track revenues and sales generated from the marketing strategies employed by the company. The
impact of the advertisement strategies can be measured using data analysis methods such as data
analysis. In addition, focus groups are essential in enabling the marketing department to find out
the preferences and demands of customers (Aggarwal, 2019). Leads generated from the
marketing campaign should be tracked and be measured to understand the sales generated from
the strategies used in the marketing campaign.
Conclusion
Effectively implementing a marketing strategy is the best way to increase the revenues of
a company. Creating strategic partnerships, as seen in the case of PepsiCo company, should be
prioritized to remain competitive in the market. Innovative marketing campaigns have proved to
be beneficial in managing the top-selling products produced by PepsiCo. It is also clear that
pricing strategies such as competitive pricing can be used on top products such as Pepsi Cola to
generate more sales and reach wider market segments. In the end, measuring market
performance is the best method of evaluating the success of the implemented marketing
strategies by PepsiCo.
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Sources
Aggarwal, D. (2019). Defining and measuring market sentiments: a review of the literature.
Qualitative Research in Financial Markets, 14(2), 270–288.
Enz, C. A., Canina, L., & Lomanno, M. (2009). Competitive Pricing Decisions in Uncertain
Times. Cornell Hospitality Quarterly, 50(3), 325–341.
Evans, D. (2010). Social Media Marketing: The Next Generation of Business Engagement.
Sybex.
Gehlhar, M. J., Regmi, A., Stefanou, S. E., & Zoumas, B. L. (2009). Brand leadership and
product innovation as firm strategies in global food markets. Journal of Product & Brand
Management, 18(2), 115–126.
Nakano, M. (2009). Collaborative forecasting and planning in supply chains. International
Journal of Physical Distribution & Logistics Management, 39(2), 84–105.
Nielsen, K. E. (2016). Health beneficial consumer products—status and trends. Developing Food
Products for Consumers with Specific Dietary Needs, 15–42.
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