Marketing已修改萍姐 2Word文档格式.docx
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Marketing已修改萍姐 2Word文档格式.docx
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Forthisreport,weonlyfocusonfollow4types.
(a)Advertisement
(b)Personalselling
(c)Sponsorship
(d)Salespromotion
2.IMCtechniquesusedbyPepsiCola
2.1Advertising
Advertisementsistheactivityofattractingpublicattentiontoaproductorbusiness,bypaidannouncementsintheprint,broadcast,orelectronicmedia.
ADefinitionofAdvertisingbyRichardF.Taflingeraccessedon9June,2014
ThePepsiColacompanyputtheadvertisementoftheirproductonsubwaystationandbillboardinthecitycentre.Theyalsoputtheirpostersonthemagazineandnewspapertoletthecustomerbeawareoftheirproduct.
PepsiAdvertising,Author:
Ruby
accessedon9June,2014
2.2Personalselling
Personalsellingistheprocessofcommunicatingwithapotentialbuyer(orbuyers)face-to-facewiththepurposeofsellingaproductorservice.Themainthingthatsetspersonalsellingapartfromothermethodsofsellingisthatthesalespersonconductsbusinesswiththecustomerinperson.
Thoughpersonalsellingismorelikelytobeeffectivewithcertaintypesofproductsorservices,ithasimportantapplicationsfornearlyallkindsofsmallbusinesses.Infact,mostofhistory'
ssuccessfulentrepreneurshavebeenskilledsalespeople,abletorepresentandpromotetheircompaniesandproductsinthemarketplace.
Personalsellingbysunnyaccessedon9June,2014
2.3Sponsorship
Sponsorshipisacashand/orin-kindfeepaidtoaproperty(typicallyinsports,arts,entertainmentorcauses)inreturnforaccesstotheexploitablecommercialpotentialassociatedwiththatproperty.Whilesponsorshipcandeliverincreasedawareness,brandbuildingandpropensitytopurchase,itisdifferentfromadvertising.Unlikeadvertising,sponsorshipcannotcommunicatespecificproductattributes.Norcanitstandalone,assponsorshiprequiressupportelements.
Pepsiisaglobalsoftdrinksmanufacture,whichhassponsoreddifferentactivitiesandeventsamongthembeingtheXfactorandtheESPN.Itproducesdrinkstakenallovertheworldandisincompetitionwithcompanieslikecocacolaamongothers.
PepsisponsorshipbySmith,accessedon9June,2014
2.4Salespromotion
Salespromotionisamarketingtechniquedesignedtocreatesalesforaproductoveradefinedperiodoftime.Theresultsofsalespromotionactivitiesaremeasurableintermsofnumberofunitssold,numbersofcouponredeemed,numberofcontestentrantsorotherquantifiablemeasures.
GetaVitaminProfilePersonalizedForYourUniqueNutritionalNeeds!
byDr.WeilVitaminAdvisoraccessedon9June,2014
Pepsidoesitspromotionthroughmedia;
electronicmediaaswellasprintmediathroughflyers,Promotionisalsodonethroughprintmediae.g.newspapersaredesignofPepsican.ThefirstofmanynewdesignsofPepsiwerereleasedin2007.ThePepsihavesignedsomeagreementswithaverystrongandexpandedretailerssuchasPizzahutandKFCwhenyougotoPizzahutorKFCyouwillfindonlythePepsiproductsandnoritscompetitorsproducts.TheseagreementsarebasedontheIncentivesthatPepsiofferstotheseretailers.PepsihascontinuedusingproductendorsementbyusingTVActors/ModelsandcricketersinordertopromotetheirProducts
byDr.WeilVitaminAdvisoraccessedon10June,2014
3.IMCproblemsusedbyPepsiCola
3.1Advertising
Advantageofadvertising
Pepsihasaverynicepackaging.Itgivesstrongenergetichaveastrongvisualimpact;
advertisingfrequently,sothatcustomercanremember
*Pepsiisaninternationalcompanywithclientsallovertheglobal.Itscustomersareglobalandthereforeadvertisingofferavabilitywaytocontrolthemassage(what,whenandhowsomethingissaidandwhereitisdelivered)
Disadvantageofadvertising
*.Pepsihasaveryhighquality.thecostofproducingandplacingadscanbeveryhigh,particularlytelevisioncommercials.
*Pepsiadvertisingsnooverwhelmingadvantageoutof
AdvertisingofPepsibylidaaccessedonJune11,2014
3.2Personalselling
Advantagesofpersonalselling
*personalsellingallowsthesalespersontotargetthemessagespecificallytotheaudienceandreceiveimmediatefeedback.Inthisway,itismoreprecisethanotherformsofpromotionandoftenhasagreaterpersuasiveimpact.
*personalsellingcanbeanimportantsourceofPepsimarketinginformation.Salespeoplemaylearnaboutcompetitors'
products.
PersonalsellingofPepsibysusanliaccessedon9June,2014
Disadvantagesofpersonalselling
*personalsellingcannotreachasmanypotentialcustomersasadvertising,plusthecostofeachcontactismuchhigher.Pepsishouldtakeittoconsideration.
*Pepsiisdifficulttohaveconsistentanduniformmessagedeliveredtoallcustomers.
3.3Sponsorship
Advantagesofsponsorship
*EnhancingImage/ShapingConsumerAttitudesisveryimportantforPepsi.
*DrivingSales.Sponsorshipgearedtodrivingsalescanbeanextremelypotentpromotionaltool.Thisobjectiveallowssponsorstoshowcasetheirproductattributes.andalsopopularizetheproductofPepsi.
*Pepsihiredmanyfamousstarstopropagandatheproduct.Creatingpositivepublicity/heighteningvisibility
AdvantagesanddisadvantagesofSponsorshipbybutterfly
Disadvantagesofsponsorship
*RepresentationofYourBusiness
Pepsimightnothavecontroloverthespecificwayyourorganizationisbrandedinthisprocess.Forexample,ifyourlogoisprintedonaneventbannerinthewrongfontorcolor,itcanhaveanegativeimpactonhowyourbusinessisrecognizedandperceived.
*PoorPublicity
Pepsimaybecomesponsorsasananticipatedwaytogeneratecost-effectivepublicityandadvertisethecompany.Whilethiscanbeabenefit,theapproachisnottypicallyaseffectiveastraditionalpaidadvertisingefforts.Sponsorshipdoesn’tallowyoutotargetyouraudience,tailoryoursalesmessageordeterminethetimelineforpromotionlikemainstreamadvertisingdoes.ThiscanbeadisadvantageforPepsibusinessthathasalimitedmarketingbudget.
TheDisadvantagesofSponsorshipByLisaMcQuerrey,
accessedon10June,2014
3.4Salespromotion
Advantagesofsalespromotion
*Pepsicanchargedifferentpricestodifferentconsumersandtradesegmentsdependingonhowsensitiveeachsegmentistoparticularprices.
*Pepsidomanysalespromotionandeffectonconsumerbehaviour.Assalespromotionsaremostlyannouncedforashortperiod,customersmayfeelasenseofurgencyandstopcomparingthealternatives.
AdvantagesofSalesPromotionbyDrypenaccessedon10June,2014
Disadvantagesofsalespromotion
*Pepsisalespromotionincreasedpricesensitivity
*TheproductofPepsiqualityimagemaybecometarnished
DisadvantagesofSalesPromotionbyDrypenaccessedon10June,2014
4.Recommendation
InorderforPepsiColatoimprovetheirIMC,thefollowingsarerecommended:
a)Advertisement
*nopainnogain,thisisthecapitalandmarketdriven,soPepsishouldreasonablyplanthemarketinggoalsbeforeadvertisingwithspecialattentiontocostperformance.
*ItcanusethemostvividwaytocommunicationwithPepsi,somethingbutothermediacannotdothis.Forexample,theflavorofthePepsicanbehighlightedthroughcolourandapersonfeeling.SoweshouldmakefulluseofthistimetoshowPepsi,makeitsefficiencyhighest.
SuggestionsforMarketingIdeas
ByElizabethSmith,eHowContributoraccessedon10June,2014
b)Personalselling
*Thepricinggapforpersonalsellingsprofitistoohighascomparedwithcollectivesales.WeshouldseizethePepsiexistingpotentialcustomers,letcustomerdevelopmentcustomer,butonlywedoourproductbestwecanachieveit.
*Intensifypropaganda,maketheconsumershaveapreliminaryunderstandingofPepsibeforebuying.
c)Sponsorship
*SeriouslyteacheachsponsorandbusinessrepresentativesandletthemknowPepsisparkleandpropagandapoints.
*TimelycommunicationandsponsorsandprovidePepsiproductupdates.Butthemainpropagandaworkstillneedstoberesponsibleforourselves,sponsorjustasupportingrole.
SuggestionsforSponsorshipIfTheyHaveNoCashByMirandaBrookins,eHowContributoraccessedon10June,2014
d)Salespromotion
*IndicatethePepsipricebeforepromotion,letthecustomerknowthepricerangeinordertoimprovetheirinterest
*Propagandathereasonofpromotion,wemustdocutcornersbypromotion.
Reference:
HowtopromoteyoursalespromotionbyJohnKuraoka.
accessedon10June,2014
5.Conclusion
PepsiColahasbeenverysuccessfulintheirIMC.Theyhaveusedadvertising,personalselling,sponsorshipandsalespromotion.
Thereareadvantagesanddisadvantagesforadvertising,personalselling,sponsorshipandsalespromotion.Nosinglemethodisprefertandthereforeitisimportant
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