Part 1
Creative Brief
The Product
The brand we have selected is known as Pepsi. Pepsi is one of the most famous beverages in the world known for its unique flavor. The beverage is popularly used by consumers of all age groups individually, in gatherings and restaurants. We have selected this brand for this task because the beverage is popular and the promotional activities especially advertisement are very effective. The brand Pepsi enjoys a huge market share and operates in almost all countries of the world without facing any issues based on ethical, cultural, religious and promotional grounds. There are several categories of Pepsi available to the target market with a variety of flavor depending upon the demand, lifestyle and characteristics of the target market. In terms of the marketing mix activities, Pepsi ensures that it keeps its advertisement campaigns are different for different locations and this is one core reason behind the success of its brand.
The Brand
Pepsi is known as one the oldest yet trusted brand since the beginning of the decade of 1900’s. Pepsi is a carbonated form of drink which has maintained its trust and quality even after more than a hundred years. Every brand comes with a personality which is the traits that become associated with it and build customer perception. Since the very beginning, Pepsi was viewed as having a powerful and youthful persona. This is because when the beverage was launched, Pepsi targeted the teens and youth in their twenties. Since this class of individuals is usually very energetic and passionate about achieving a lot in their lives so the beverage also shares the same characteristics. Brand personality is basically an identity which distinguishes one brand from another with respect to its characteristics and usage (Aaker, 1997). The communication of Pepsi with its customers has always taken place through the strong and efficient form of media such as television advertisements, billboards, promotional events, print and social media.
The Audience
The audience or the target market of Pepsi has been the youth class including teenagers and those in their twenties. The beverage was also targeted for customers who are enthusiastic and like to engage in adventures for the sake of fun. Even till date, Pepsi is seen as a drink for the youth. However, it is equally consumed and liked by middle and old age adults as well as pre-teens.
The Objective
The objective of carrying out marketing campaigns is to ensure that the target audience stays informed about the new and improved features of the product and express its loyalty towards the brand. Pepsi has always made the most of its advertisements so as to engage the target audience and retain their loyalty and commitment towards the brand. Advertisements of Pepsi are made by taking into consideration the interests of the target market. Sometimes associating the beverage with important events at a national and international level such as Cricket World Cup or huge concerts can also bring the target market closer to the brand.
The Single Minded Proposition/Insight
The Media Strategy
One of the very few companies in the world who have made the most out of their association with social media, Pepsi tops the list. This is because Pepsi has come to realize that social media provides the best and most efficient way to stay connected with the customers. Customers feel valued and develop a strong connection with a brand when the language and content used in communication are pretty much at their convenience. So by ensuring its presence of social media, Pepsi has been able to entice its target audience. As discussed, Pepsi is all about youth and passion so the present campaign of the drink which gives the message of living life to the max for it doesn’t come to you again (Live it Now) has been playing a key role in engaging the target market. So placing up banners and posting images of young people who are enjoying at concerts, gatherings or parties, and important cricket/football matches are important activities of the advertising campaign. Basically, the message these ads impart is that because they are drinking Pepsi, they seem to be enjoying every moment of their lives.
The Details
There is a global website of Pepsi which allows customers belonging to various regions of the world to choose their locations and enjoy that advertisements and marketing campaigns which target them locally. The website of Pepsi also contains important contact numbers and email so that customers can get in touch with the representatives of the company to discuss their queries and share their feedback.
Part 2
Competitor Advertising Report
Advertising Campaign of Competitor
There have been several important advertising campaigns by Coca-Cola which have been appreciated by the target audience. For instance, this one is called happiness machine. In this advertising campaign, the coca cola dispensing machines are installed in busy places such as university campuses and shopping malls where people get special presents such as free drinks, pizzas, candies and flowers as a token of love and loyalty from the company. The reaction of customers to this campaign became popular all over the internet. Customers responded positively towards this idea by Coca-Cola (Moth, 2013). Coca-Cola won the hearts of its target market by this one powerful advertising campaign.
Target Audience
The target audience for this campaign included young university students and families who spend time in malls relaxing and shopping. The target market of Coca-Cola is not only based on teenagers and young people but it targets people of all ages from teens to adults. The core objective of Coca-Cola is to spread happiness. The orientation of the brand is more towards family orientation. When families and friends unite to cherish memories, they drink Coca-Cola to celebrate the occasion. So Coca-Cola also targets families and closed group of people. Through this ad campaign, the customers developed a good will towards Coca Cola for the campaign fulfilled its purpose by distributing happiness.
References
Aaker, J.L., 1997. Dimensions of brand personality. Journal of marketing research, pp.347-356.
Moth, D. (2013). 10 inspiring digital marketing campaigns from Coca-Cola. Available: https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola/. Last accessed 22nd May 2016.
