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Pepsi Presenation

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Information about Pepsi Presenation
Education

Published on June 18, 2007

Author: FunnyGuy

Source: authorstream.com

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Slide1:  Presented by: Shana Kok Gwen Campbell Natalie Ryan Scott Squires May 17, 2001 Thesis:  Thesis Pepsi’s current and past advertising campaigns have been successful in targeting 12-to-21 year olds through using type A andamp; B celebrities, music, humor, sex appeal, and the Internet. History:  History PepsiCo Inc.:  PepsiCo Inc. Most successful consumer product companies in world. Company consists of: Frito-Lay, Pepsi-Cola Company, and Tropicana Products. - world’s number 2 soft drink company   'Sweet Deal: Spears and Pepsi'. (2001, February 7). Retrieved April 12, 2001 from the World Wide Web:www.wallofsound.go.com www.pepsi.com Pepsi-Cola Company:  Pepsi-Cola Company Founded by Caleb Bradham. Brand Pepsi and other Pepsi-Cola products account for one-third of total soft drink sales in the U.S. Available World Wide Web: www.pepsi.com Advertising History:  Advertising History Pepsi has continuously focused on the current teen generation. How Pepsi has used humor, music, sex appeal in advertising. Advertising Budget. Ad expenditures for 2001 is $1,800,000,000 BBDO of New York Available World Wide Web: http://www.redbooks.com/Executable/Search/full_c_agency_acc.asp Advertising History:  Advertising History 1958 – 'Be Sociable, Have a Pepsi' 1963 – 'Come Alive! You’re in the Pepsi Generation' 1967 – Pepsi Generation campaign continues 1984 – 'Pepsi. The Choice of a New Generation' 1985 – 'New Generation' advertising continues 1992 – 'Gotta Have It' 1993 – 'Be Young, Have Fun, Drink Pepsi' 1997 – 'GeneratioNext' 2000 – 'Joy of Cola'   Available World Wide Web: http://www.pepsi.com/current/help/faq/index_3.html Target Market:  Target Market Ages 12-21 Generation Y- Market influence:  Generation Y- Market influence Huge Market- 80 million people Spending power- $600 million annually Many Gen Yers do household grocery shopping 90% parents say kids influence what they buy Many work and have their own money to spend They have proven to be brand loyal   Gronbach, Ken. (August 2000). 'Generation Y- Not Just ‘Kids’'. Direct Marketing Vol. 63 Issue 4, pp. 36). How to reach Generation Y:  How to reach Generation Y Creates promotions tailored to their needs and interests Gen Yers like entertainment and music They like to laugh, but not at another’s expense To attract the teen market radio and television should be used They are internet savvy Barrett, Amy. (2000, September 18). 'To Reach The Unreachable Teen'. Business Week (Issue 3699, pp. 78). What does Generation Y like?:  What does Generation Y like? Free stuff and discounts Contests/Drawings Music 'Club cards' Team sporting events They are into clothes and the latest styles Teen friendly retail stores and internet site Barrett, Amy. (2000, September 18). 'To Reach The Unreachable Teen'. Business Week (Issue 3699, pp. 78). 'Generation Y Challenges Retailers'. USA Today Magazine (December 2000). (Vol 129, Issue 2667, pp9). Pepsi and Generation Y:  Pepsi and Generation Y Pepsi targets Generation Y specifically Current campaigns use effective techniques By targeting 12 to 21 year olds, Pepsi is attempting to establish a loyal Pepsi drinker for life and the largest group of soft drink consumers. McKay, Betsy. 'Facing Slow Sales, Coke and Pepsi Gear Up For New Battle'. Wallstreet Journal (April 16, 2001). Past Advertising Campaigns:  Past Advertising Campaigns Michael Jackson:  Michael Jackson Michael received the biggest sponsorship from a company in 1983. In 1993 Pepsi had a 'Search for Michael Jackson' campaign. Used musical and sex appeal. (Source: :Michael Jackson Impersonator. Untitled Available on the World Wide Web: http://www.atlanticorient.com/library/michael.htm) Jeff Gordon:  Jeff Gordon Made a commercial with Hallie Eisenberg Sells many Pepsi collectable merchandise Drove the Pepsi car in races (Source:Wells, Willams, andamp; Burnett, John, andamp; Moriarty, Sandra. (2000). ADVERTISING: Principles and Practice (5th ed.). New Jersey: Prentice Hall Inc. www.pepsi.com Hallie Eisenberg:  Hallie Eisenberg First appeared in a Pepsi commercial in 1998 at age 5. Introduced the 'Joy of Cola' campaign. Starred in commercials with Faith Hill, KISS, and Ken Griffey Jr. Her commercials used humor. (Source: USA TODAY: Ad Track. Curls, attitude pushing Pepsi. Available on the World Wide Web:http://usatoday.com/money/index/ad259.html USA TODAY: Ad Track. Pepsi: We’ve got the right star, baby. Available on the World Wide Web:http://www.usatoday.com/money/index/ad313.html) Spice Girls:  Spice Girls Promotional single 'Move Over' available only through Pepsi Used musical and sex appeal As international stars they affected many countries (Source: Wall of sound. Spice Girls Sell Pepsi. Available onthe World Wide Web: http://wallofsound.go.com/archive/news/stories/1571.html ) Current Advertising Campaigns:  Current Advertising Campaigns Bob Dole and Pepsi:  Bob Dole and Pepsi Bob Dole and his Dog Television commercial for Pepsi premiered during Superbowl 2001 The ad sequence: Ad set on the beach 'Viagra' humor Pepsi as Bob Dole’s 'little blue friend' Makes him 'feel like a kid again' Bob does a back flip (Source: Burbank, Max. (Retrieved May 10, 2001). 'Bob Dole, Pepsi Pervert: A Critial Analysis'. Ape Culture’s coverage of Oscar 2001: the Pepsi Ad. ) Britany Spears:  Britany Spears February 6, 2001 Britany signed a contract with Pepsi (between $40 and $100 million) The Campaign Includes: -2 television commercials -billboards -magazines -point of purchase -Pepsi holds a co-sponsorship of her upcoming worldwide tour (Source: 'Pepsi to Premiere Britney Spears Commercial at Yahoo!' Hoovers Online. (2001, March 19). Retrieved April 12, 2001 from the World Wide Web: www.Hoovershbn.hoovers.com) The Pepsi/Britany “Performance” TV ad:  The Pepsi/Britany 'Performance' TV ad March 25, 2001- Premiered during the Academy Awards The ad sequence: Britany as a Pepsi employee She rips off her clothes and dances suggestively Fireworks explode Bob Dole is watching the ad with his dog. The dog barks, Bob says, 'Easy, boy.' (Source: 'Pepsi to Premiere Britney Spears Commercial at Yahoo!' Hoovers Online. (2001, March 19). Retrieved April 12, 2001 from the World Wide Web: www.Hoovershbn.hoovers.com Burbank, Max. (Retrieved May 10, 2001). 'Bob Dole, Pepsi Pervert: A Critial Analysis'. Ape Culture’s coverage of Oscar 2001: the Pepsi Ad. ) Pepsi’s Internet Presence:  Pepsi’s Internet Presence Alliance between andamp; Pepsi bought up all of the advertising on Yahoo! for that weekend. Britany Spear’s commercial was premiered online two hours before it was aired on television. Now the two Britany Spears commercials can be viewed at www.pepsi.com (Source: 'Pepsi to Premiere Britney Spears Commercial at Yahoo!' Hoovers Online. (2001, March 19). Retrieved April 12, 2001 from the World Wide Web: www.Hoovershbn.hoovers.com ) Wyclef Jean and Pepsi:  Wyclef Jean and Pepsi A more targeted market within Gen Y: inner-city urban trendsetters (12-to-21-years-old) The Campaign Includes: -2 TV commercials featuring Wyclef (1st commercial premiered April 16th, 2001) -print ads -radio promotions -sports and fashion tie-ins -sampling -Pepsi is Wyclef’s sponsor for his 2001 tour -Pepsi Challenge (Source: Chura, Hillary. (2001, April 9). 'Pepsi Plans Biggest-Ever Urban Push'. Advertising Age. 'Wyclef Hawks Pepsi'. Yahoo! News. (2001, April 11). Retrieved April 12, 2001 from the World Wide Web: dailynews.yahoo.com/h/rolls/20010411/en/wyclef_hawks_pepsi_1.html) Advertising Appeals:  Advertising Appeals Type A & B Celebrities:  Type A andamp; B Celebrities Type A Celebrity = one that is well known and well liked by their target market. Eg. Britney Spears and Michael Jackson Type B Celebrity = one that is known by their target market. Eg. Bob Dole and Hallie Eisenburg Wells, Williams, andamp; Burnett, John, andamp; Moriarty, Sandra. (2000). ADVERTISING: Principles and Practice (5th ed.). New Jersy: Prentice-Hall Inc.. Music:  Music Music is part of Pepsi’s brand equity. Ongoing theme and easily associated with current generation of 12-to-21 year olds Wells, Williams, andamp; Burnett, John, andamp; Moriarty, Sandra. (2000). ADVERTISING: Principles and Practice (5th ed.). New Jersy: Prentice-Hall Inc.. Humor:  Humor Use of humorous celebrities Put music celebrities into situations not normally seen Wells, Williams, andamp; Burnett, John, andamp; Moriarty, Sandra. (2000). ADVERTISING: Principles and Practice (5th ed.). New Jersy: Prentice-Hall Inc.. Sex Appeal:  Sex Appeal Sex appeal is not only an attention getter with the current generation, but is also becoming more socially acceptable in the advertising directed toward them. Wells, Williams, andamp; Burnett, John, andamp; Moriarty, Sandra. (2000). ADVERTISING: Principles and Practice (5th ed.) New Jersy: Prentice-Hall Inc.. Ad Appeals:  Ad Appeals Market Share:  Market Share (Source: 'Coke, Pepsi’s Share of Market Flat in ’00.' The Atlanta Journal-Constitution. (Feb. 16, 2001). Conclusion:  Conclusion In the first quarter of 2001 Pepsi’s volume growth grew 3.8% Pepsi’s market share has been slowly increasing over the past 3 years to 13.8% McKay, Betsy. 'Facing Slow Sales, Coke and Pepsi Gear Up For New Battle'. Wallstreet Journal (April 16, 2001).

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