PepsiCo, Inc. is one to the top 100 most valuable global brands in the world according to Brandz. Pepsi Co has over 40 different products and brands on the market today.
PepsiCo, Inc. operates as a food and beverage company worldwide. Its Frito-Lay North America segment offers Lay’s potato chips, Doritos tortilla chips, Cheetos cheese-flavored snacks, Tostitos tortilla chips, branded dips, Ruffles potato chips, Fritos corn chips, and Santitas tortilla chips.
The company’s Quaker Foods North America segment provides Quaker oatmeal, grits, rice cakes, oat squares, and natural granola; and Aunt Jemima mixes and syrups, Quaker Chewy granola bars, Cap’n Crunch cereal, Life cereal, and Rice-A-Roni side dishes. Its Latin America Foods segment offers snack foods under the Doritos, Cheetos, Marias Gamesa, Ruffles, Emperador, Saladitas, Lay’s, Rosquinhas Mabel, Elma Chips, and Sabritas brands; and cereals and snacks under the Quaker brand.
The company”s PepsiCo Americas Beverages segment provides beverage concentrates, fountain syrups, and finished goods under the Pepsi, Gatorade, Mountain Dew, Diet Pepsi, Aquafina, 7UP, Diet Mountain Dew, Tropicana Pure Premium, Sierra Mist, and Diet 7UP brands; and ready-to-drink tea and coffee, and juices.
PepsiCo Europe segment offers snack foods under the Lay’s, Walkers, Doritos, Cheetos, and Ruffles brands; cereals and snacks under the Quaker brand; beverage concentrates, fountain syrups, and finished goods under the Pepsi, Pepsi Max, 7UP, Diet Pepsi, and Tropicana brands; dairy products under the Domik v Derevne, Chudo, and Agusha brands; and ready-to-drink tea products.
PepsiCo Asia, Middle East and Africa segment provides snack foods under the Lay’s, Kurkure, Chipsy, Doritos, Cheetos, and Crunchy brands; cereals and snacks under the Quaker brand; beverage concentrates, fountain syrups, and finished goods under the Pepsi, Mirinda, 7UP, Mountain Dew, Aquafina, and Tropicana brands; and ready-to-drink tea products. The company sells its products to authorized bottlers, independent distributors, and retailers. PepsiCo, Inc. was founded in 1898 and is headquartered in Purchase, New York. (Yahoo, 2015)
Pepsi & Social Media
Pepsi has over twenty different drinks they created to target particular audiences. Pepsi created their Facebook page to find a way to stand out from the other soft drinks noise without creating marketing boredom. Their Facebook page seeks to target 18-35-year-olds to establish brand effectively by utilizing five critical aspects of social media marketing:
- Consumer engagement- Pepsi engage online community, with a song selection and encores for a Pepsi concert series featuring major artists to be chosen in part by tweets from the live audience and people watching online.
“Pepsi is learning that if you want to remain relevant with this new type of consumer, you have to be where they are, you have to talk their language,” and you have to connect with them in a way that “keeps them feeling like they want to be part of your brand,” says Brian Solis, a principal analyst at the Altimeter Group. Connected consumers, he adds, are “getting groomed and conditioned to expect the world to come to them.”
- User-generated content– Pepsi knows Millennials are king of the future and they interact with social media more so than any other generations. That said, social media marketing is becoming increasingly dependent on user-generated content, meaning reviews, comment, or any other input from customers. Pepsi has created a new digital dashboard on their Pepsi.com place page to support the Live For Now campaign, highlighted by user-generated messages from Facebook and Twitter that include the #LiveForNow hashtag
- Data aggregation- consumer data helps Pepsi refine its consumer engagement model, the effect of which is to attract new fans, and thus more data.
- Geo-local- Pepsi is hopping on the newest trend in social: SoLoMo, or Social, Local, Mobile. Thanks to the massive consumer adaptation of smart phones, Pepsi can integrate social media with location-based mobile marketing. This kind of micro-targeting allows brands to hunt consumers with a high-precision rifle instead of a shotgun.
- Inbound marketing– Inbound marketing companies combine three core lead generation techniques into one integrated suite of services: content creation, search engine optimization (SEO) and social media. Independently they are all essential aspects of today’s marketing mix. Taken together, they provide an efficient means of affordable lead generation.
(Horton, 2012), (Horton, 5 Ways Pepsi’s Use of Social Media is Right On, 2012)
Social Media Support
Pepsi has created multiple microsites to serve as interactive feature to draw in visitors.
To help with the small microsite Pepsi utilize Twitter and Pinterest to help push marketing tactics. Pepsi used Twitter to help with PepsiCo, Pepsi Max, Pepsi Max Crew, PepsiCo Deals, PepsiCo Jobs, Pepsi Next, as well as feeds for many of the countries in which the drink is sold. The idea is to promote Pepsi as an exciting, youthful brand that people associate with having a good time, so its feed is littered with hashtags such as #LiveForNow, #IconicSummer, #PoolParty and #duh.
Looking at the comparison chart below you can see basic stats between Coca-Cola and Pepsi. The charts primarily display Coke is about emotions and touching people/ making the world a better place where is Pepsi may be considered trendy because it caters to the average Millennial.
|89,953,994 likes||32,910,481 likes|
|Activity||63M increase since last year||33M increase the last year|
|Main Drivers||Wining prizes
Help make the world a better place campaign/ initiatives
|Only provides content to
the World Cup
|Tweets 128K||Tweets 27.5K|
|Activity||Following 67.6K||Following 43K|
|Followers 2.95M||Followers 2.84M|
|Favorites 2,471||Favorites 1,048|
|Lists 11||Lists 8|
|Main Drivers||tweets are more so driven by
|more so music driven by trendy by trendy thing happen now|
Pepsi Pinterest account ran a competition for users to create a board named ‘Unbelievable Pepsi Next Party’ and pin a branded Pepsi image as well as at least two images depicting their ultimate super bowl party. This project attracted several hundred entries, which isn’t that bad for this kind of competition. Finally, there is an account that supports PepsiCo. (Moth, 2013)
Pepsi utilizing social media to build live interaction for consumers has been an excellent resource for Pepsi. Looking at Pepsi Pulse website and all of their social media account, Pepsi has created a robust social media and a social corporate site that flows well with their marketing and communication to their consumers. Based on Pepsi social media marketing and communications efforts, they understand and implement Social Media Best Practices better than your average company.
Pepsi seems to be perfect in the social media initiatives and tactics. Due to previous marketing failures, Pepsi listed to their critics and implement the change need to be successful. However, there are some things Pepsi can improve upon patient advocates. Planning patient outreach and engagement, think about using Pepsi’s new patronage approach. It just might help you bring products to market faster than the traditional approach. (Wetzel, 2013)
Horton, C. (2012, May 17). 5 Ways Pepsi’s Use of Social Media is Right On. Retrieved from http://www.socialmediatoday.com: http://www.socialmediatoday.com/content/5-ways-pepsis-use-social-media-right
Horton, C. (2012, 1 20). Inbound Marketing Part II: Evolutionary Lead Generation Techniques. Retrieved from http://engage.synecoretech.com: http://engage.synecoretech.com/marketing-technology-for-growth/bid/118295/Inbound-Marketing-Part-II-Evolutionary-Lead-Generation-Techniques
Moth, D. (2013, July 15). How Pepsi uses Facebook, Twitter, Pinterest and Google+. Retrieved from https://econsultancy.com: https://econsultancy.com/blog/63062-how-pepsi-uses-facebook-twitter-pinterest-and-google
Ratcliff, C. (2014, 8 14). Fight Club! Coca-Cola vs. Pepsi social media special. Retrieved from econsultancy.com: https://econsultancy.com/blog/65325-fight-club-coca-cola-vs-pepsi-social-media-special
Wetzel, D. (2013, January 24). How Pepsi’s New Arts Patronage Model Can Improve Patient Engagement. Retrieved from http://www.business2community.com: http://www.business2community.com/consumer-marketing/how-pepsis-new-arts-patronage-model-can-improve-patient-engagement-0387669
Yahoo. (2015, 5 4). finance.yahoofinance. Retrieved from Yahoo Business Summar: http://finance.yahoo.com/q/pr?s=PEP+Profile