Report on Advertising Strategies of PEPSICO

Miranda brand is one of the well knows brands under Pepsico’s Umbrella, it’s knows with its current flavored SKUs such as strawberry, apple and of course orange. Pepsico’s marketing team decided to launch a new exciting SKU within Mirinda brand called “Mirinda Watermelon”. The idea behind the launch was quite exciting, since they’ve merged two flavors into one can, the flavors were watermelon & melon, and the call for action in their communication was “Did you taste Melon or Watermelon?!” (in Arabic). Their targeted consumers were kids and teenagers where their age is between 7-18 years old. They even had new and interesting ways in their BTL advertising that will be clarified in the coming graphs.

Advertising Strategies of PEPSICO

Mirinda is the most demanding cold drink by the teenagers between 7-18 years old, even young people are also fond of drinking this drink. Its sweet and orange flavor is loved by everyone. This drink is very light and refreshing as well. As the advertising of this cold drink reaches the mass abundance, Mirinda has started using different billboards on the highways and even small pamphlets are also distributed at the grocery stores. Free tasting of this drink was offered to the people for the promotion of this drink and special discounts were also given on the packs of this cold drink. People liked this drink a lot specially teenagers. Now this Mirinda cold drink is running successfully due to its good quality and affordable rate. Advertising needs to be different because this is the only way through which people can become aware that yes there is something different in the town and market. Advertising should be this much good enough that people say this thing is worth trying. Small and different techniques used in the advertising can make things greater and of much importance.

Direct Marketing Strategies of PEPSICO:

Direct marketing can be done through the magazine ads or some interesting columns in the newspaper but these days, people are not much interested into such things so different kind of vides and ads can be made to sow on the TV as well as on the social medias where people and most importantly teenagers are attracted. Free deals or coupons can also be used with the purchase of single carton of this Mirinda Cold drink. This deals should not be permanent but can vary from time to time to grab the attention of the customers. Deals are something that grabs the attention of every customer. Whenever they see but one get one free or buy x and get y free they get excited. As a result they have that thing quickly in their trolley so deals should be catchy and interesting.

Interactive Marketing Strategies of PEPSICO:

Interactive marketing is like a two way communication that helps in the connection between the companies to its customers in a direct way. Mirinda uses many different social websites like twitter, Instagram and Facebook. They have posted many different kind of challenges on these social Medias to grab the attention of the customers. As a reward they have allowed the customers to visit their factory and have as many cold drinks as their customers want. This interactive marketing strategy will help the company in becoming popular among the audience as they will talk with one another and ultimately people will be attracted towards this cold drink Mirinda watermelon flavor.

Sales promotion Strategies of PEPSICO:

We know that there are many different kind of cold drinks in the market and they offer challenges as compared to the other one. Same is the case with Mirinda, they have used the bundle pricing strategy that simply means that on the purchase of one drink they can have other drink completely free. This will obviously increase the sale of their cold drinks. This is not the only strategy, they can have multiple small tokens as well with the purchase of every bottle of this cold drink and customers can have something big as a reward with the purchase of a carton. Now it depends on the budget and need of the customers for the small rewards or coupons what they like to have and what not.

Publicity and the public relations:

Publicity Strategies of PEPSICO:

This strategy is used to increase the awareness about a specific person, particular product, service and to have the attention of the customers. People want something new every time, they get bored while seeing the same thing over and over again. Different techniques can be used to grab the attention of the customers. In the start when the budget is not so much high, different small TV commercials can be made not boring ones, posts and videos can be made to use them on the social media. With the passing time and when the roots are almost strong enough among the people than small gatherings can be made as well. Once a small gathering was arranged by the Mirinda company in which different social media influencers and some celebrities were also invited to have a free tasting of their product plus so that they can give positive reviews about the cold drink. When such people or celebrities ask the audience to try out the particular thing they believe in them. Different kind of strategies and hard work is required to make a product famous and popular among the people. This requires proper planning and all this can only be done with the help of every individual team member.

Public Relations Strategies of PEPSICO:

Public relation is very important as everything is being done for the satisfaction of public and if they are not satisfied enough then everything becomes zero. To show a relationship with the public, this Mirinda brand once used the names of common people on their bottles to show love and affection by using a code “share your drink with a particular name on the bottle with”. This was something different and unique and many people got attracted. Every person deserves to handle with care and respect so this is another positivity shown by the members of this company. People get bored from the packaging as well no matter how much favorite that specific thing is to them. So to attract them and maintain their excitement, different small interesting things should be a part of life to have a break from normal things.

This Mirinda brand also launched their new water melon flavor to provide something different to their customers. Different changing at times are often good and makes audience or customers happy that yes they are investing something which deserves this and they are also much sure about another one thing that no matter what the taste will never disappoint them.

Personal selling Strategies of PEPSICO:

Personal selling also plays an important role. Different members are hired by the company to make sure people are having all the answers to their problems. Plus they value the products to make sure the sale increases. Same is the case with Mirinda cold drink, at different stores of grocery small teams are being made in which different members ask the customers to try their drink, would you like to have this or anything else. This depends on the team how well they manage to sale out the cold drink.

Job of a company is just to prepare a drink according to the taste buds and demand of the customers or another thing which they can do is to make the packaging of bottles interesting and impressive to grab the attention of the customers. But main part is on the people hired by the company to sell the cold drink. If they don’t co-operate well or satisfy the customers than all the effort being done before carries zero importance. So everything carries an equal importance whether it’s the taste, quality, packaging or sale. Everyone needs to be stiff and hardworking and only then the product can become successful among the customers.

In conclusion Strategies of PEPSICO:

Mirinda Company is making light and refreshing cold drinks plus it is the most demanding cold drink by the teenagers between 7-18 years old, even young people are also fond of drinking this drink. Its sweet and orange flavor is loved by everyone. They have launched their new watermelon flavor and the idea was to make it successful as well like its other flavors. This Mirinda Company is successfully using their promotional tools which are discussed above in detail. These are the small tricks or strategies one can say to make their drink popular and most selling one among the customers. Customers are the most valuable thing for every company. They are giving their best to satisfy them. Everything depends on their taste buds and every person’s flavor or taste varies from the other person. Many cold drinks have already failed in satisfying the taste buds of every person and every age group but here Mirinda is one of the most demanding cold drinks and have almost satisfied the taste buds of every customer. They were popular already but now they have launched another watermelon flavor for the teenagers to have something new and different. This new flavor will obviously not face all the different challenges as it was faced when the very first orange flavor of this drink was launched. People are already aware of this word Marinda and they know this company will not disappoint them so obviously new watermelon will have much less challenges and we hope it satisfies the taste buds of every customer as well.

References of Advertising Strategies of PEPSICO:

https://www.nku.edu/~turney/prclass/readings/mkting.html

https://www.indiamart.com/proddetail/mirinda-soft-drink-7566125512.html

https://www.weidert.com/blog/bid/108524/top-10-most-effective-marketing-strategies