Chapter 1
Introduction
Pepsi-Cola Company is a packed food and beverage company that is known globally for its quality products. It mainly targets young consumers, teenagers and adults. The company focuses mainly on the young generation because they are daring, fun loving and full of energy. Pepsi has come up with sports, music, social media platforms, taglines, slogans and other fun activities in the form of advertisement to gain popularity and attract more customers for their products. The paper gives a brief history of the company and the advertising strategies that it uses. The information will help in analyzing and learning about the company’s marketing strategies based on theories of self-concept.
Brand brief
Caleb Bradham, who was born in Chiuapin in 1867, initiated Pepsi- Cola Company. Bradham was a pharmacist, active in other industrial fields and started the store as a drug shop but later to Pepsi-Cola Company. He formulated the name Pepsi Cola in 1898 and was given patent rights in 1903 (Stoddard, 2). The company was first established in Delaware in 1919 (Stoddard, 5). It was started to cater for the needs of consumers by providing packed foods, snacks, and various beverages.
Chapter 2
Video 1 (The unbelievable bus video) (https://www.youtube.com/watch?v=Go9rf9GmYpM)
The video targets passengers at a bus terminal, incorporates funny, and just for laugh episodes. A fear-inducing tone is used, as scary occurrences are observed to be happening at the station. As the people struggle to learn what is going on at the bus station, they focus on the Pepsi advertisement, which attracts many people in the process. The learning approach used in this advertisement is the behavioral learning theory. The theory suggests that, learning occurs when an individual responds to an event or an occurrence in his or her external environment, just as the happening in the bus station. It can be referred to as stimulus and reaction theory, whose application is done skillfully in this video. Capturing attention by triggering people to react to the stimuli is a suitable form of advertising. Additionally, the video makes use of attitudes and beliefs theory of consumer behavior. It uses behavioral characteristics, cognitive and affective features. Behavioral features in the video are people’s reaction towards stimuli and in the process, learn about what is happening around. Affection deals with feelings that people experience, such as mixed reaction, anxiety, lack of security and fear. Cognition on the other hand, is the belief of an individual despite what happens to him or her.
Video 2 (Blue cards video)
(https://www.youtube.com/watch?v=C-FHnnRYYKc)
The advertisement on blue cards (2014) focuses on sports, which targets the youths as a way of market positioning. Wholesome and energetic tone is used in the advertisement. The positioning method used in this advertisement gives the youths the assurance that refreshing drinks from Pepsi are the best in every social gathering and occasions such as sporting activities. The advertising strategy used is important because it captures people’s attention. It uses the motivation theory where, Pepsi players are prepared psychologically to win since they believe in the energy they get from the beverage. They feel secure as they play, which raises their self-esteem as winners among their competitors. A close relationship exists between the blue players and practice in their fields because are aware of their potential. The advertisement meets the Maslow hierarchy of needs fully. It encourages and attracts more fans among the audiences. Additionally, beliefs and attitudes theory is used, which is depicted by the lively feeling in the players. They have enough knowledge about the drink and the brand that changes their behavior towards success. It makes them aware of a big thing happening with Pepsi and associate their relationship with the brand that creates more market.
Video 3 (https://www.youtube.com/watch?v=dsX0Mx_1rMw)
The video targets families and young adults by illustrating how families should spend time while sharing a Pepsi drink. The advertisement creates a culture and embraces personality. An upbeat kind of tone is used in the advertisement. The setting displays a happy family having a good meal time. It shows how a family or an individual can have exciting moments when sharing Pepsi. It uses motivation theory where esteem, a sense of family belonging, security, self-actualization and psychological satisfaction are achieved. On the other hand, the advertisement fulfills the theory of perception by insights on consumers on their needs and wants. A beverage is a crucial need for a family meal or gathering where people share knowledge and exciting ideas. The company achieved greatly using the advertisement and was a good strategy to sensitize consumers to their needs and wants.
Chapter 3
Pepsi brands use the self-concept theories successfully to pass their advertising messages to their target consumers. There is a relationship between the self-concept and the concept of advertising effectiveness. Advertising effectiveness is congruent with the audience while the self-concept has more weight in capturing audience attention by increasing the effectiveness in terms of advertising. Advertising effectiveness, therefore, can be described as the purchase limits, attitudes, and memory associated with a particular brand (Zinkhan, et.al, 45).
Work cited
Zinkhan, George M., and Jae W. Hong. "Self-concept and advertising effectiveness: a conceptual model of congruency conspicuousness, and response mode." NA-Advances in Consumer Research Volume 18 (1991).
Stoddard, Stoddard. Encyclopedia of Pepsi-Cola Collectibles. F+W Media, 2011. Print.
Pepsi max. Unbelievable bus. Published on Mar 20, 2014. Accessed on july18, 2016.
https://www.youtube.com/watch?v=Go9rf9GmYpM
Blue card. Published on Feb 19, 2016, Accessed on july18, 2016.
https://www.youtube.com/watch?v=C-FHnnRYYKc
2016 ad. Published on Jun 13, 2016, Accesed on july18, 2016.
https://www.youtube.com/watch?v=dsX0Mx_1rMw
Tabassum, Sumaira, et al. "Merger and Acquisition of Pepsi Co. on the basis of Financial Analysis." International Journal of Innovation and Applied Studies 9.3 (2014): 1079. http://www.pepsistore.com/history.asp
