Pepsi Cola is one of the largest soft drinks industries which operate in Australia. The main products of the company comprises of different soft drinks brand including Pepsi, Pepsi Light, Pepsi Max, 7UP, Diet 7UP, Caffeine Free Pepsi Light, Mountain Dew. In order to promote their Pepsi brand, the marketing division of the company has been able to utilize different marketing strategy in order to be competitive in the market place. In addition, different approaches of promotional campaigns have been imposed so as to make the product more appealing to the target market and to make these products marketable ( 2005)
the successful expansion to international markets when the U.S. market began to saturate (such as Japan and Eastern Europe) and marked the beginnings of their creative advertising campaigns with catchy slogans, celebrity endorsements and taste tests (such as with Mountain Dew and Pepsi Generation). Continuing its strategy to embark on complimentary businesses, PepsiCo also began acquiring quick fast-food restaurants and services such as Pizza Hut, Kentucky Fried Chicken and Taco Bell (all of which remain dominant in each respective market). These restaurants were also used as a means to capture customers into drinking PepsiCo’s beverages. At the same time, PepsiCo continues to acquire products such as 7UP, Lipton, Aquafina and Mug, and restaurants such as California Pizza Kitchen, East Side Mario’s, and Chevys Mexican Restaurants. Celebrities such as Michael Jackson, Ray Charles, Billy Crystal, Shaquille O’Neal, Andre Agassi and Madonna appeared in their many advertising campaigns, boosting sales.
Accordingly, 60% of the marketing resources in Pepsi are used on advertising. The advertising and promotional tools used by the company include TV promotions with radio, magazine, cinema and outdoor support. Other promotional items include point of sale material, consumer premiums (e.g.... [continues]
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