1. Describe how the company/business used the four “P’s” to add value and/or promote the product or service.
Price- They don’t discuss pricing, but rather sell that the experience associated with Pepsi is worth the cost.
Promotion- A billboard placed on the side of a building on a street in Ukraine. The words are in color (red and blue) which pop out in contrast to the black and white picture of people having fun on the beach. This promotion is likely a part of Pepsi’s, “Joy of Pepsi” marketing campaign that features many people enjoying a refreshing Pepsi on the beach. Most of these promotions included in shape young adults and famous celebrities.
2. What industry(s) is the product or service a part of?
Food and Beverage. Entertainment.
3. Describe the target market.
Pepsi Co. has made significant initiatives worldwide to compete with Coca Cola. Currently, Pepsi has a competition going on where users can tweet and upload a picture to be put in a drawing to be shown at the Superbowl half-time show with Beyonce. Their promotion initiatives and social media emphasis displays the company’s priority of appealing to their target market, young adults. The public billboard display in Ukraine shows the company’s world-wide exposure. Because of their global impact marketing communications may vary in language. However, all of these promotions are geared towards the same age group, featuring mainly young adults having fun or relaxing. This messaging is encompassed in their current slogan, “Live for now.” This speaks to the young adult that wants to have a good time with friends. Pepsi is trying to display the unique value that this beverage has to be a part of many social activities. They do this by trying to associate the brand with fun, friends, entertainment, and such. You will notice that they have a high social media emphasis (twitter, facebook, linked in). They are trying to target people that often use these websites as form of communication. I located this picture on one of my friend’s facebook page who is traveling in Ukraine.
4. Does it work? Why or why not? Any general observations?
I am not sure the effect that the actual billboard has in Ukraine. However, the posting of this picture on Facebook suggests that Pepsi is effectively spreading through social media tools. Pepsi has done a good job of messaging the connection between Pepsi and refreshing. The blue hues used in their logo automatically send soothing messages.