Pepsi is a Brand that has been around since 1965. It has preached for consumers o enjoy their convenience, and affordability to consumers around the world. As the brand has changed for the current state of their consumer base, they have adjusted their mission statement and vision to match that. As the average customer is much more aware and environmentally conscious, PepsiCo has found a way to prove that they are adapting to this concern. They have begun to participate in different sustainability projects. They have partnered with Food for Good, which is an organization that provides food for families in low income neighborhoods. They have also partnered with the Global foodbanking network, which builds food banks in areas of the world that are fighting hunger.

PepsiCo’s new mission is “To Create Smiles With Every Sip And Every Bite”. They have donated $7 million dollars to support Black and Latino communities throughout the US that have been affected by Covid-19.

Pepsi has also began a program that supports local efforts to promote environmental sustainability by choosing amongst applicants who participate in their Greenhouse Program. They donate $20,000 to the final 10 teams, and whomever wins will receive a $100,000 grant.

In addition to the giving back of the recent PepsiCo mission statement the company will be putting out a new App that would help to track the amount of calories and nutritional values that go along with the products that the user is eating. It would also provide the user with insight of what alternative Pepsi products may be a more healthy alternative.

References:

PepsiCo. 2020. https://www.pepsico.com//sustainability/philanthropy

SIRISHA BHOGARAJU. Market Realist. 2019. https://marketrealist.com/2019/11/pepsico-a-must-know-overview-of-the-consumer-giant/

Influencers can be a big chance to get your new product seen by a wider audience and to reach a larger demographic at a cheaper price than regular advertising. It will definitely reach a higher percentage of younger individuals who are using social media and are following their favorite celebrities, bloggers, or just entertaining accounts. It exposes brands to worldwide potential consumers for a low price for advertising conveniently at their fingertips. The majority of these consumers and influencers alike are in the younger 20s to mid 20s millennial generation.

The influencer already has many potential followers who trust their stamp of approval. This creates a relationship between the popular influencer that they already trust directly to the company. This will create a new customer to the company and encourage a B2P relationship direct to the consumer. It is giving a face to the brand, and a face to the demographic of who would like or need this product.

Keeping this business relationship with the influencer will open up more opportunities to feature material for them to utilize for advertising the awareness of the brand. It will add personality to the marketing and a familiar face to the consumer. The influencer may then have the shot to make some unique, humorous take on the product which will make them stand out from their competition and add their own style to the brand.

Example case study blog

Target audience: Marketers community engagement

The Voice is a great example of how a show can completely address the needs of the target audience. The Voice is a completely interactive experience which allows the audience to help choose the winner for the series while submitting their votes on twitter. It ultimately engages the audience because the winning singer is based on their opinions.

While engaging their audience through interactive voting, like never before, they have partnered with Bitmoji to create their own character emojis that fans can use everyday. They also allowed Periscope to stream live footage of behind the scenes action, before and throughout the show. This allows the viewer to receive exclusive never before scene footage. It created a more emotional connections to the singers, coaches, and the show in itself. Instagram is also a powerful influence posting videos of their celebrity coaches with discussing exclusive aspects about upcoming shows.

The company’s facebook featured a collection of people going out and doing good for their communities, trying to make it a better place. The hashtag #voiceyourfreedom is a way for the fans to represent themselves and the bettering they are doing in their communities. The Voice also features their followers who #chairmeup on twitter would receive a customized animated version of themselves in a Voice judge chair with their name on the back.

All of their marketing tactics have been very successful, judging by their growing popularity and interactive experience with their audience. Their app is very user friendly and permits the user to stream live footage of the show along with their celebrity coaches, and sing along with the contestants. They are creating a more intimate relationship with their viewers that has never existed in this kind of show before, increasing their following, and engaging their current followers.

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Good company in a journey makes the way seem shorter. — Izaak Walton