Pepsi 28yw

VIDYA PRASARAK MANDAL, THANE

K. G. JOSHI COLLEGE OF ARTS & N. G. BEDEKAR COLLEGE OF COMMERCE

CERTIFICATE OF PROJECT WORK

This is certify that Mr. / Ms.

_______________________________________________ Of

M.Com. (BUSINESS MANAGEMENT ) Part.: ____ Semester :_____ Roll No. : _____ has undertaken & completed the project work titled

___________________

______________________________ during the academic year __________ under the guidance of Mr. / Ms. ___________________________________ Submitted on _____________ to this college in fulfillment of

the curriculum of

MASTER OF

COMMERCE ( BUSINESS MANAGEMENT ) UNIVERSITY OF MUMBAI .

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This is a bonafide project work & the information presented is True & original to the best of our knowledge and belief .

PROJECT GUIDE

EXTERNAL EXAMINER

ACKNOWLEDGEMENT

It gives me great pleasure to declare that my project on “INTEGRATED MARKETING COMMUNICATION [IMC] IN PEPSI” have been prepared purely from the point of view of students requirements. This project covers all the information pertaining to “INTEGRATED MARKETING COMMUNICATION [IMC] IN PEPSI”. I had tried my best to write project in simple and lucid manner. I have tried to avoid unnecessary discussions and details. At the same time it provides all the necessary information. I feel that it would be of immense help to the students as well as all others referring in updating their knowledge. I am indebted to our principal Dr. Mrs. Shakuntala A. Singh Madam for giving us such an awesome opportunity. I am also thankful to our coordinator Mr. D.M. Murdeshwar Sir and also librarian and my colleagues for their valuable , co-operation and encouragement in completing my project.

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Special thanks to Prof. S.N.CHITALE my internal guide for this project for giving me expert guidance, full and encouragement in completing my project successfully. I take this opportunity to thanks my parents for giving guidance and for their patience and understanding me while I am busy with my project work. Lastly I am thankful to God for giving me strength, spirit and also his blessings for completing my project successfully.

INDEX

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CONTENTS

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NO.

1.

INTRODUCTION

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2.

COMPONENTS OF IMC

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3.

THE SHIFT FROM FRAGMENTED TO IMC

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4.

TOOLS OF IMC & ITS BENEFITS

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5.

PEPSI– COMPANY PROFILE

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6. 7. 8. 9. 10.

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CONCLUSION

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BIBLIOGRAPHY

Introduction

Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. The American Association of Advertising Agencies defines IMC as "a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact. " The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. The brand's core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolation.

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An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other. As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. It is essential for organizations to promote their brands well among the ends not only to outshine competitors but also survive in the long run. Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization. To understand integrated marketing communication, let us first understand what does brand communication mean? Brand communication is an initiative taken by organizations to make their products and services popular among the end-s. Brand communication goes a long way in promoting products and services among target consumers. The process involves identifying individuals who are best suited to the purchase of products or services (also called target consumers) and promoting the brand

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among them through any one of the following means:  Advertising  Sales Promotion  Public Relation  Direct Marketing  Personal Selling  Social media, and so on Integrated Marketing Communication - Let us now understand what does integrated marketing communication mean?

Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness.

Various components of Integrated Marketing Communication: 1. The Foundation - As the name suggests, foundation stage involves detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and ends. You need to know the needs, attitudes and expectations of the target customers. Keep a close watch on competitor’s activities.

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2. The Corporate Culture - The features of products and services ought to be in line with the work culture of the organization. Every organization has a vision and it’s important for the marketers to keep in mind the same before deg products and services. Let us understand it with the help of an example. Organization A‘s vision is to promote green and clean world. Naturally its products need to be eco friendly and biodegradable, in lines with the vision of the organization.

3. Brand Focus - Brand Focus represents the corporate identity of the brand.

4. Consumer Experience - Marketers need to focus on consumer experience which refers to what the customers feel about the product. A consumer is likely to pick up a product which has good packaging and looks attractive. Products need to meet and exceed customer expectations.

5. Communication Tools - Communication tools include various modes of promoting a particular brand such as advertising, direct selling, promoting through social media such as facebook, twitter, orkut and so on.

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6. Promotional Tools - Brands are promoted through various promotional tools such as trade promotions, personal selling and so on. Organizations need to strengthen their relationship with customers and external clients.

7. Integration Tools - Organizations need to keep a regular track on customer s and reviews. You need to have specific software like customer relationship management (CRM) which helps in measuring the effectiveness of various integrated marketing communications tools. Integrated marketing communication enables all aspects of marketing mix to work together in harmony to promote a particular product or service effectively among end-s

The Shift from Fragmented to Integrated Marketing Communications Prior to the emergence of integrated marketing communications during the 1990s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media— dominated marketing. Marketing was a one-way feed. rs broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers. Often, this "one size fits all" approach was costly and uninformative due to the lack of tools for measuring results in of sales. But as methods for

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collecting and analyzing consumer data through single-source technology such as store scanners improved, marketers were increasingly able to correlate promotional activities with consumer purchasing patterns. Companies also began to downsize their operations and expand marketing tasks within their organizations. Advertising agencies were also expected to understand and provide all marketing functions, not just advertising, for their clients. Today, corporate marketing budgets are allocated toward trade promotions, consumer promotions, branding, public relations, and advertising. The allocation of communication budgets away from mass media and traditional advertising has raised the importance of IMC importance for effective marketing. Now, marketing is viewed more as a two-way conversation between marketers and consumers. This transition in the advertising and media industries can be summarized by the following market trends:

a shift from mass media advertising to multiple forms of communication the growing popularity of more specialized (niche) media, which considers individualized patterns of consumption and increased segmentation of consumer tastes and preferences the move from a manufacturer-dominated market to a retailer-dominated, consumer-controlled market the growing use of data-based marketing as opposed to general-focus advertising and marketing greater business ability, particularly in advertising performance-based compensation within organizations, which helps increase sales and benefits in companies unlimited Internet access and greater online availability of goods and services a larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs

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The Tools of Integrated Marketing Communications The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. These are largely promotional tools, which include everything from search engine optimization (SEO) tactics and banner ments to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers. Marketers must also decide on the appropriate combination of traditional and digital communications for their target audience to build a strong brand-consumer relationship. Regardless of the brand's promotional mix, it is important that

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marketers ensure their messaging is consistent and credible across all communication channels.

Benefits of Integrated Marketing Communications  With so many products and services to choose from, consumers are often overwhelmed by the vast number of ments flooding both online and offline communication channels. Marketing messages run the risk of being overlooked and ignored if they are not relevant to consumers' needs and wants.  One of the major benefits of integrated marketing communications is that marketers can clearly and effectively communicate their brand's story and messaging across several communication channels to create brand awareness. IMC is also more cost-effective than mass media since consumers are likely to interact with brands across various forums and digital interfaces. As consumers spend more time on computers and

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mobile devices, marketers seek to weave together multiple exposures to their brands using different touch points. Companies can then view the performance of their communication tactics as a whole instead of as fragmented pieces.  The other benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small- or mid-sized firms with limited staff and marketing budgets. IMC immerses customers in communications and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue, and nurtures its relationship with customers throughout the exchange. IMC can be instrumental in creating a seamless purchasing experience that spurs customers to become loyal, lifelong customers.

COMPANY PROFILE PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and Beverage Company. One of the largest multinational investors

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in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always, good taste. PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice, non-carbonated beverage and a new innovation Nimbooz by 7Up. Local brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands. PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands and the recently launched ‘Aliva’ savoury crackers. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage and foods business. To its operations, PepsiCo has 36 bottling plants in India, of which 13 are company owned and 23 are franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-the-art plants. PepsiCo’s business is based on its

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sustainability vision of making tomorrow better than today. PepsiCo’s commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers.

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Mission and Vision

PepsiCo India’s Mission "To be the world's ‘premier consumer products’ company focussed on convenience food and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity."

PepsiCo India’s Vision "To build India’s leading total beverage company, delighting consumers by best meeting their everyday beverage needs, and stakeholders, by delivering performance with purpose, through our talented people."

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Competitors Analysis

 Major Competitors

 CCI Communication Strategies

 Localization in communication to target rural market  Establish connect between Coke and enjoying life.  Life ho toh Aisi !! 

Coca Cola Enjoy

 Try to impress upon consumer mind by targeting ego !  Yaaran da Tashan !  Advertising for all brand packs done in a balanced manner.  Intensive use of Celebrities for both on-air and off-air Campaigns.  Trying to position coke as a generic term for carbonated beverage.  Thanda matlab coca cola !!

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 Market Communication Mediums of COKE  Promotional activities.  Celebrity endorsements and brand ambassadors.  ments.  Hoardings  Opportunity Analysis  Water Shortage and Health Awareness Driving Bottled Water Consumption in India. The Indian packaged water business is estimated at around Rs 2,500 crore with a growth rate of close to 35 per cent. While India ranks in the top 10 largest bottled water consumers in the world, its per capita per annum consumption of bottled water is estimated to be five litres which is comparatively lower than the global average of 24 litres. Today it is one of India's fastest growing industrial sectors. Between 1999 and 2005, the Indian bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent - the highest in the world. The study, conducted by the US-based Earth Policy Institute, says the global consumption of bottled water has grown by 57 per cent over the past five years.  Changing health consciousness attitude derives an opportunity for cocacola to introduce more of non-carbonated beverages. The market share of non carbonated drinks is expanding at a fast pace and world leading beverage company can come up with health drinks to tap the new segment.  Rural Markets are still to be explored.

Segmentation Targeting & Promotion

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Segmentation The market has being segmented by pepsi on the following grounds. Pepsi Co have adopted different marketing strategy for rural and urban areas.  Age India is considered to be a young country i.e. average age of Indian population is less 38years. Thus targeting young generation can be a beneficial marketing strategy for soft drink companies. In fact this is the case, all the major brands like Pepsi, coca cola, and thumps up, mainly target younger generation in India. In Europe, as average population is older than Asian countries, Coca cola targeted the older generation of the population. Similarly in USA, Pepsi targeted the generation X (younger generation) as they comprises majority of the population and they positioned Pepsi in the mind of youth that Pepsi is for the youth. Pepsi targets the youth of India. Its campaigns generally focus on the teens and young adults. It attempts to capture the youth of today by focusing on their personality, lifestyle and their attitude in its ments.

 Geographic segmentation Pepsico has segmented the market on the basis of rural and urban area. As the climate of the country is hot and dry it aims at the geographical areas where people actually require something to quench their thirst. That is why pepsi came

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with chotta pepsi in rural areas to tap the market where people want cold drink which is good as well as cost effective.  Taste and Preferences According to the taste and preference of the customers pepsi came up with a product like diet pepsi. It came up with diet pepsi in order to cater to the needs of those people who are very health conscious. Moreover with their nimobooz lemon drink the company has targeted the most preffered Indian drink that is nimbu pani and has been a huge success. The company has sold more than 50 lakhs cases of Nimbooz in just 2 years.  Behaviour segmentation In occasions like parties, birthdays, sports and regular occasions the soft drinks are preferred at every occasion. It is liked by each and every member of the family whether a child or an adult or an teenager. Even if there is no occasion due to environmental factors people do purchase pepsi.  Psychographic segmentation  Mirinda : Girls Savy drink  Dew : For the people who dare  My Can : for the trendy  Pepsi : for ‘Youngistan’.  Tropicana : heatlth conscious people.

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Targeting

Pepsi targets both the rural as well as the urban segments. For urban segments the targeting strategy is trendy cans ,fridge packs which is mostly trendy and liked by the youngsters. The rural market is targeted with entirely different strategy altogether. They keep price as an important decision making variable.

Positioning Pepsi has always been brand that embodies the most prevalent youth sentiment. Over the years as ‘youth’ has evolved, so have Pepsi’s positioning and language. .Pepsi prefers to position itself as the beverage choice of the “New Generation”, “Generation Next”, or just as the “Pepsi Generation”. These adopted in Pepsi’s advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to 18 year old market. The rich deep blue colouring represents eternal youthfulness and openness.

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Communication Objectives PEPSI  To separate brand identity for each products.  Extensive reminder advertising for repeat purchase.  Use of Teaser Adv. (Sanjay Dutt & Ranbir Kapoor) to supress ‘NOISE’. Mention the Nutritional Value of product to increase consumer

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awareness and build responsible brand image.  ‘SIS’ to assist /boost impulse buying: Tropicana followed this strategy quite succesfully.  Consumer Schemes to entice swift purchase action and also generate more impulse buying as consumer have become more knowledgeable and understand value for money hence prefer to products giving a better deal with good quality products.

PepsiCo’s Campaigns  Pepsi  Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment.

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 Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns. The latest campaign Yeh Hai Youngistan Meri Jaan also targets the youth.  Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product - it being a preferred thirst quencher.  7 UP In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as well. However, with changing times and a contextual difference in India, a much more focused campaign was required. This led to the Keep It Cool campaign, which was targeted primarily at the youth and the teenager segment. Hence the appeal was at a more subtle, emotional level, which was meant to convey a potential lifestyle statement. The recent campaign of Bheja Fry essentially leverages on the same emotional appeal where the Keep It Cool campaign has been somewhat tweaked to have a local appeal.  Mountain Dew Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal of being the drink of a daredevil or the No Fear personality. The campaigns launched include Do the Dew and Darr Ke Aagey Jeet Hai. The initial campaign was unclear in of its appeal and the target segment, as a result of which the brand suffered some jolts in the beginning. However, the

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latest campaign captures the No Fear or the Macho Man image. In this sense, the brand directly competes with Thums Up from the Coca Cola Stable  About Youngistaan Campaign This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone —who acted in the two most-talked about Hindi films in 2007, to accompany brand ambassador Shah Rukh Khan. Ranbir confronts SRK while making a futile attempt at entering Deepika’s room to grab a Pepsi, Ranbir spots a poorly lit neon sign that reads ‘Young Hindustan Supermarket'. Due to the broken neon light, Ranbir spots just a few letters. When asked, where he has come from, Ranbir, based on this observation, replies, "Youngistaan". “This time we wanted an all-encoming theme. ‘Youngistan’ reflects the mood of India’s youth, which is today keen to take the ropes and drive India,” says Punita Lal, executive director, marketing, PepsiCo. “Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters. Youngistan is not so much a place and it is a state of mind of today’s youth. “While the term is new, what it stands for – the GenNext attitude – is not new”.

STP-Segmenting, Targeting and Positioning of Youngistaan Campaign  Segmenting Pattern Demographics

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The campaign targets teens and young adults of metros and phase II cities. Psychographics The campaign attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through the ment.  Targeting Strategy The Youngistaan Campaign uses undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.  Positioning The campaign positioning is done on the basis of approach i.e. a personality based approach where a ’s image or association rubs off on the brand image. For this campaign Pepsi used the three most popular celebrities of the last year i.e. Shahrukh Khan, Ranbir Kapoor, Deepika Padukone.  Placement of “Youngistaan Campaign” The campaign was first launched on T.V during the tri-series matches in February. The campaign is launched with 360-degree activation across radio, outdoor, modern trade, and Web and wireless platforms. Pepsi has launched a website for Youngistan inside the Pepsi Cool Zone and is planning to make it a responsive peer group site where youngsters can visit and make comments on any topic. Pepsi Youngistan is also sponsoring ‘‘Wassup Youngistan” on MTV, a show where youth can voice their thoughts.  Advertising Agency of “Youngistaan Campaign” JWT (J. Walter Thompson) is the advertising agency of Pepsi Youngistaan Campaign. The idea is fast climbing the popularity charts. The seed of

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‘Youngistaan’ germinated through a recent TV campaign featuring the 'Saawariya' kid, Ranbir Kapoor, the present heart-throb of millions, Deepika Padukone, and the ever-so-smart and smashing SRK. PepsiCo India Executive Vice-President, Marketing (Cola), Sandeep Singh Arora, while commenting on the new campaign said, "The new campaign targets the youth of the nation, not only youngsters but also people young at heart. ‘Youngistaan’ represents a never failing attitude, desire to take on challenges and the power to turn things around." Expressing his opinion regarding the ‘Youngistaan’ concept, Hari Krishnan, Vice-President at JWT, said, "Youngistaan is a feeling that is racing through every youthful nerve in the country today. Brand Pepsi will simply tap this energy and help the youth express this emotion."

Advertising Strategy of Pepsi • Pepsi’s target audiences are mostly teens and young adults and their advertising reflects this in every possible way. • The company changes its advertising strategy and image to reflect the target's interests. • Pepsi makes sure that the ments reflect to the target audience’s interests and nostalgia. • The advertising strategy includes cool, hip promos to attract more of the target audience. • The advertising is mostly creative and has different elements like music and sports other than Bollywood.

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• Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like s, gaming, music mixing applications etc.

Types of Appeal used in the ments  Fear :

mountain dew ment depict the fear factor image by stating “ Darr ke agge Jeet hai”, this is one of the most successful campaigns for the company as this latest campaign certainly seems to be a step in this direction; the commercial attempts to associate the drink with one’s ability to conquer fear . It appears to be a cautious move to reposition the brand in an attempt to make it more attractive to a wider consumer base.

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 Homour :

The homour appeal has been very well used in various ad campaigns of pepsi one of them being the snapshot of Chinese monk wherein he becomes after rigorous hard work of years he tasted success and later the ritual to hammer his head into the pepsi can to get the shape of the can on his forehead.

Evolution in PEPSI Logo

Slogans

 1992 Gotta Have It  1993 Be Young, Have Fun, Drink Pepsi  1995 Nothing Else is a Pepsi  1996–1997: "Pepsi: There's nothing official about it  1997 Generation Next  1997–1998: "Generation Next" (with the Spice Girls)  1998–1999: "It's the cola" (100th anniversary commercial)

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 1999 The Joy of Cola  1999: "Yeh dil maange more"  2001 Yehi hai Right Choice Baby  2004 Yeh Dil Mange More  2007 Yeh Pyaas Hai Badi  2009: "Yeh Hai Youngistaan Meri Jaan"  2010: Youngistan Ka Wow

Media selection  Television : PepsiCo India, one of the country’s biggest rs, is diversifying its ad spends away from television which once ed for 90 per cent of the budget, to focus on other media, especially online, as it aims to connect with its core youth audience. The company has recently launched a television campaign, which aims at connecting with consumers through gaming. “The concept called ‘The Game’ will bring together gaming and TV advertising. The idea is to involve consumers in our advertising and not just doing one-way communication,  Outdoor Media: PepsiCo has increased the share of non-TV advertising spend to 30 per cent of its advertising budget. This includes print, outdoor media, mall advertising, mobile related applications and the Internet.  Internet :This year pepsico had decreased its superbowl expenditure budget to increase its presence on online media to focus on youth. It has nearly invested more than 20 million on online media with its refresh project and create an impact on social networking sites like facebook twitter etc. “Online advertising is a focus area for us because youngsters these days are hooked to the Net,”.

Sponsorships

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Pepsi has sponsored various sports events like icc world cricket league, many india Pakistan matches, IPL and also many other regional events. Pepsi Youngistan is also sponsoring ‘‘Wassup Youngistan” on MTV, a show where youth can voice their thoughts.

Pepsi has integrated digital and traditional media for the promotion of their products in a very effective manner

Nowadays millions of consumers converse on a daily basis in online communities, discussion forums, blogs and social networks. They turn to the Internet to share opinions, advice, grievances and recommendations. It has been said that traditional media is losing its face value and that the Internet is a fad and digital only applies to the millennium generation. While that may seem true, if you want to stay on the innovative cusp for your business, use both traditional and internet media marketing and here are some reasons why: 1. Online conversations can power or deflate a company's brand. Do you have a presence? 2. Discover specific issues that are being discussed around your company, brand or organization and create to these issues. 3. There may be events, trends and issues that may be influencing industry and brand buzz. 4. Measure how your online and offline marketing campaigns resonate with consumers.

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5. Leverage word-of-mouth to drive brand credibility, and ultimately sales if you use face-to-face marketing, Internet Marketing, Search Engine Optimization Strategy, and Social Media Strategy correctly. People are more likely to communicate through both word-of-mouth and social media when they are engaged with the product, service, or idea. This engagement may come naturally for ers of causes, political candidates, and trendy new technological products. However, it can also be creatively stimulated for products and services which generate less psychological involvement of customers. For example, Pepsi (2008) uses its Pepsi Stuff online customer loyalty program to engage consumers by enabling them to redeem points for MP3 s, television show s, CDs, DVDs, electronics, and apparel. Campaign participants are also allowed to participate in sweepstakes drawings for larger prizes, such as home theater systems and trip giveaways. Coca Cola (2008) has a similar campaign entitled ‘‘My Coke Rewards.’’ According to Nielson research, TV s watch more than ever before (an average of 127 hrs, 15 min per month) and these s are spending 9% more time using the Internet (26 hrs, 26 min per month) from last year. Approximately 220 million Americans have Internet access at home and/or work with a growing number using the Internet for research and social media. Knowing this research, traditional media entertains and communicates to a mass audience whereas digital media entertains, communicates with, and engages the individual. The benefits of digital media can be highly measurable and marketers can often see a direct effect in the form of improved sales in addition to establishing a direct link with the consumer. This can also be cost effective. However, the pitfalls of digital marketing can be that the medium is new, constantly changing and evolving with results that vary. You often get what you

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ask for! Digital media is known as digitized content (text, graphics, audio and video) that can be transmitted over the Internet. While digital media consumption such as twitter, facebook, youtube etc have increased tremendously, Pepsi cannot ignore consumers who still rely on traditional media for their informative and entertainment needs, as a result, 2/3 of their advertising budget is still dedicated to traditional media. Marketers must strike a good balance between using traditional and digital/social media and other promotional tools.

Bibliography       

www.google.com www.pepsico.com www.pepsicoindia.com www.wikipedia.com www.docstoc.com www.rs.com http://www.ukessays.com/essays/marketing/promotion-mix-to-create-animc-campaign-marketing