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Pepsi Analysis, Pepsico

In: Business and Management

Submitted By IzaMani
Words 2002
Pages 9
1. Hechos Relevantes
- Pepsi es una empresa multinacional que compite directamente con Coca-Cola
- Pepsi cambia su estrategia de mercadeo donde decide dejar de participar de los espacios publicitarios que tiene el Super Bowl (actualmente son los espacios más caros y más codiciados por tener mucha audiencia).
- Pepsi está tratando de vincular su producto a causas buenas, para que se vea como una empresa que se preocupa por el bienestar de su gente.
- El cambio de estrategia tubo rápidamente un efecto positivo en la población y rápidamente se fue esparciendo como pólvora.
- Los resultaros de aumento de ventas y de rotación del producto no aparecen en la lectura, sin embargo ha sido una práctica muy buena y diferente apalancándose de esta nueva era digital en la que vivimos.
2. Objetivo
En esta lectura vemos como una de las empresas más grandes del negocio de bebidas gaseosas, se arriesga implementando una nueva estrategia de marketing. Su campaña consiste en otorgar donativos a las ideas que las personas sometan en una página de Pepsi y gane las ideas más votadas, causando así una “viralización” de la campaña. De esta forma Pepsi comunica a sus consumidores y futur@s consumidores que son una compañía preocupada por su entorno y por su gente.
3. Problema Central o Principal
La campaña novedosa y trata de cambiar el mundo, lo que no está mal porque hace que la gente se acerque a la marca y sea vista como una empresa preocupada por el mundo. Sin embargo lo cierto es que Pepsi vende bebidas gaseosas y es importante que dicha campaña logre un aumento en el consumo de la misma, para que la compañía tenga el retorno de inversión.
4. Problemas Secundarios
Al ser los primeros en probar este nuevo tipo de campaña la competencia los usara para aprender de sus errores y sacar una mejor activación eliminando los problemas que tuvo Pepsi, pudiendo entonces capitalizar su inversión de una forma más palpable.

El hecho de cambiar de estrategia de mercadeo por el proyecto “Pepsi Refresh” tiene adicionalmente un costo de oportunidad que se debe analizar en su análisis final de la campaña, ya que dejar de pautar donde tienes asegurado millones de televidentes viendo tu producto tiene un impacto interesante.
5. FODA de la campaña
Fortalezas:
• Ayuda a financiar a personas con grandes ideas para cambiar el mundo que no podían hacerlo
• Crea una muy buena imagen de la marca, donde nos demuestra que le importa mucho la gente y el mundo en que vivimos.
• Rompió record el número de Fans y seguidores en Facebook y Twitter.
• Fue la primera marca que por medio de las redes sociales hizo una campaña que movió mucha gente, logrando que se convirtiera en un trending topic.
• Utilizó diferentes celebridades que compartían este movimiento y lo hacían suyo.
• Logra en generar beneficiar a más de 100 proyectos, que impactan a muchísima gente en sus comunidades, esto logra el engagement con la marca.

Debilidades:
• Que no represente un aumento en las ventas de Pepsi
• En el caso que no represente una ganancia la inversión realizada se debe calcular la perdida que representó el costo de oportunidad por no haber invertido en el Super Bowl
• Al no tener una conexión clara con él la bebida (se hubiese podido hablar de cómo la bebida te hace una persona más saludable, más alegre, más buena, etc.), existe la posibilidad de que los consumidores vean a la compañía como una entidad preocupada por el medio ambiente, pero como una unidad separada a la gaseosa 8no la relacionan).
• Puede haber en un porcentaje de la audiencia que experimenta un efecto rebote, donde los consumidores piensan que PepsiCo tiene que hacer toda esta publicidad porque su producto es muy dañino en todos los aspectos (ver imágenes en la siguiente página)

Oportunidades:
• Ya que con esta campaña se duplicaron los fans en Facebook y se reciben mucho más Tweets se debe tomar ventaja de esto para que se convierta en una comunicación constante con estos nuevos usuarios.
• Son reconocidos y recordados por haber innovado en este medio, lo que crea en los consumidores esa incógnita de ¿y en que innovara esta vez?
• Es la única empresa que tiene la experiencia de primera mano de cómo se implementó esta campaña. Si lo ven como una oportunidad para seguir construyendo en las plataformas sociales, se puede hacer mejorando las cosas que se hicieron mal y potencializar las futuras activaciones.
• Oportunidad para sacar productos que vayan ligado a sentirse mejor, a sentirse mejor, a reciclar o a causar grandes cambios en nuestra sociedad.

Amenazas:
• La grande tendencia que existe por lo saludable, ya que el cliente relaciona ingerir bebidas gaseosas con obesidad, celulitis, altas cantidades de azúcar, entre otros.
• La campaña pudo haber sido saboteada por diferentes grupos de Hackers que quieren algo de atención
• Que vean o encuentren a cualquiera de los famosos que se encontraban apoyando la campaña de Pepsi tomando Coca-Cola. Esto sería una publicidad muy mala.
• El contra ataque de su competencia, aprendiendo de los errores cometidos por Pepsi.

6. Preguntas del caso
A continuación se citaran las incógnitas del caso y se le dará respuesta a las mismas.
1. Considere la publicidad de PepsiCo a lo largo de su historia. Identifique tantos puntos comunes como entre las diversas campañas publicitarias. ¿en qué aspectos en esta campaña congruente con la imagen de la marca PepsiCo?

En los diferentes Slogans de Pepsi podemos observar que le hablan a una persona joven, energética, personas “Cool”, que le gusta la música y el arte, personas que le gusta disfrutar la vida a lo máximo haciendo énfasis en que son la nueva generación.
La campaña Pepsi Reshesh, cambia la forma en que le habla a sus consumidores pero manteniendo una dialogo juvenil (son los que usan las redes sociales,), exhortándolos a que vivan al máximo sus vida y logren una diferencia (dispuestos a cambiar el mundo con sus ideas),

2. Mencione todos los elementos de la mezcla promocional utilizados en la campaña Pepsi Refresh, ¿Qué calificación otorgaría a PepsiCo al integrar estos elementos en una campaña de comunicaciones de marketing integrada?

Esta campaña apela a lo emocional claramente, tocando parte de lo racional en su campaña.
PepsiCo utilizo mayormente para su campaña las redes sociales, apoyada de diferentes formas para que esto se convirtiera viral. Si campaña estaba apalancada por: o TV: comerciales en abc, NBC, MTv, CBS, entre otros o Internet: utilizó paginas como AOL, Facebook, Yahoo, MySpace, Twitter, YouTube y la mini serie “If I Can Dream” transfitida por www.hulu.com o Print: o OOH: en letreros, buses, espacios públicos, taxis y en el mismo empaque del producto. o Assets que hablaban de sus ideas: como Kevin Bacon y Demi Moore, Rihanna, jugadores de la NFL, entre otros.
El integrar todos estos elementos fue lo que hizo que esta campaña fuera un éxito (y decimos que fue una campaña de éxito porque varios representantes de Pepsi lo consideran así porque lo que buscaban era precisamente retribuir a las comunidades y cambiar un poco como le empresa era percibida).
3. Describa el público meta de PepsiCo ¿la campaña Pepsi Refresh es congruente con ese público?

El público meta de esta campaña son personas claramente jóvenes, ya que se desarrolla en los medios sociales donde este tipo de persona esta constantemente conectada, también es una persona que le gusta sentirse escuchada y cerca de las marcas que lo inspiran. El hecho que la campaña sea inspirada por un bien mayor, la hace muy llamativa para los jóvenes de hoy en día que están más conscientes que cualquiera de los problemas que tiene el mundo.

Considero que los medios utilizados por Pepsi fueron los adecuados para el target, sobre todo considerando que este segmento está constantemente conectado y compartiendo con sus amigos sus intereses e ideas.

4. De la manera más completa posible, analice la campaña de acuerdo con los pasos mencionados en el capítulo para desarrollar una comunicación de marketing eficaz.

- Identificación del Target: este paso seguramente fue el más sencillo de todos ya que la Pepsi, ya tenía un Target en mente al que se le había venido hablando desde los inicios. Es una persona joven, energética, con ganas de cambiar al mundo y de ser escuchado.

- Objetivos de Comunicación: esto es en realidad lo que definirá si en realidad esta campaña fue in éxito. Si el propósito de esta campaña era vender más latas de Pepsi, definitivamente la campaña no cumplió su cometido. Sin embargo si el propósito era crear conciencia y dirigir mas esta campaña a “Brand awareness” entonces fue todo un éxito.

- Contenido del Mensaje: Era clara mente una campaña de responsabilidad Social, de modo que el mensaje hablaba de como PepsiCo te va a ayudar a hacer un cambio en el mundo, dando donaciones a las ideas más votadas.

- Estructura del Mensaje: Todos sus productos decían “Do GOOD” donde lo que se buscaba era que el consumidor viera a la marca de otra forma, como una marca que se preocupa por el mundo, por la sociedad haciendo el bien y de alguna forma esperaban que esto le permeara al producto. Tenemos que recordar que las bebidas gaseosas deben siempre pelear con el hecho que nos son saludables.

- Formato del Mensaje: el formato era sencillo, directo al grano. El comercial mostraba a muchos jóvenes con ideas fabulosas pero sin respaldo para hacerlas y lo único que tenías que hacer para poderlas hacer realidad era hablarle a otros de la promoción en la que estabas participando. Lo que se buscaba era tener “exposure” que por medio de recomendaciones boca a boca se corriera la voz y crear muchísima bulla con estos jóvenes.

- Canales para Enviar el Mensaje: que mejor canal para hablarle a los jóvenes de hoy en día que por Facebook y Twitter y ser la primera en hacerlo de esta forma. Y por supuesto que al ser un nuevo canal de comunicación optaron por reforzarlo por otros medios como TV, OHH, Print, etc.

5. ¿Sera exitosa la campaña Pepsi Refresh?, ¿Por qué?

Depende.

La respuesta en realidad demente de lo que se quería lograr. En algunos reportajes mencionan que el propósito detrás de la campaña era vender más gaseosas y otros decían que no tenía nada que ver con las ventas como tal, era para crear conciencia. Entonces, si nos basamos en la primera primicia, la campaña fue un fracaso. Ya que según varios reportajes las ventas no subieron lo que quiere decir que la inversión realizada no se vio en una mayor compra en el punto de venta. Lo que respaldaría el hecho que después de esta implementación de campaña volvieron a su rutinario espacio en el Super Bowl, al final del día no son una empresa para salvar el mundo, son una empresa que vende bebidas gaseosas y es de allí que sacan sus ganancias.

Si nos basamos en la segunda premisa, donde lo que se quería lograr era un “Brand momentum” entonces fue todo un éxito. Fue una campaña masiva, innovadora, que le hablaba directamente al consumidor, se conectaba con sus emociones y necesidades y hacía que se sintieran identificados con la marca. En redes sociales, en televisión, en las calles era un tema caliente, generaron muchísima bulla y, al ser la primera vez que se usaba este tipo de mensajes en este tipo de canal tuvo una excelente acogida. Fue fresco, nuevo, innovador, juvenil, energética, fue excelente.
7. Conclusiones
La campaña de PepsiCo para mí fue un éxito, porque probaron el hecho que las redes sociales, la juventud y la responsabilidad social funcionan de maravilla en conjunto. Creo que esta implementación le sirvió a la compañía para crecer y mejorar sus implementaciones, y digo mejorar porque definitivamente debió haber estado amarrada a la compra de producto o a alguna estrategia para lograr que las ventas se dispararan. Si Pepsi hubiese logrado de alguna forma llevar a cabo ambos propósitos, hubiesen podido ser hasta una de las mejores campañas de nuestros tiempos.…...

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...PepsiCo’s Five Forces Analysis PepsiCo’s world-wide success is related to its business capabilities, especially in overcoming the challenges and problem shown in this Porter Five Forces analysis. Michael Porter developed the Five Forces analysis model to determine the most significant external factors that influence Company. For PepsiCo to maintain its market rank as the second largest food-and-beverage company in the world, it must show the potential problems identified in this model. PepsiCo also needs to continually adjust its strategies to effectively respond to the external factors significant in the food and beverage industry competition A Five Forces model analysis of PepsiCo reveals that the companyshould prioritize the effect of competition and the influences of consumers and substitutes. These forces shape PepsiCo’s strategies.. Because of the global nature of its business, PepsiCo faces varying in external factors in its industry environment. However, the overall result of these factors and the corresponding that model are summarized as the given below , with indicators of the strengths of their forces of model on PepsiCo: 1. Competitive rivalry or competition 2. Bargaining power of buyers or customers 3. Bargaining power of suppliers 4. Threat of substitutes or substitution 5. Threat of new entrants or new entry Competitive Rivalry or Competition with PepsiCo (Strong Force) – The Coca-Cola Company is one of most......

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Pepsico Segment Reporting Analysis

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Pepsi & Coke Final Analysis

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