The CompanyThe Company Pepsi-Cola North America, Pepsi-Cola North America,

headquartered in Purchase, N.Y., is headquartered in Purchase, N.Y., is the refreshment beverage unit of the refreshment beverage unit of PepsiCo Beverages and Foods North PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc. America, a division of PepsiCo, Inc. PepsiCo Beverages and Foods North PepsiCo Beverages and Foods North America also comprises PepsiCo's America also comprises PepsiCo's Tropicana, Gatorade and Quaker Tropicana, Gatorade and Quaker Foods businesses in the United Foods businesses in the United States and Canada.States and Canada.

Industry and Competitive Industry and Competitive AnalysisAnalysis

IndustryIndustry

Soft drinkSoft drink Grown 43% Grown 43% Bitterness between two rivalsBitterness between two rivals Vending machineVending machine Consumer callingConsumer calling VarietyVariety

Competitive Review Competitive Review SWOTSWOT

Strength:Strength:

Diet Pepsi is one of the leading soft drink manufactures; Diet Pepsi has a variety of flavors to satisfy our customers. Another strength that we possess is that we carry various sizes that are suitable for all occasion; in addition new sweeteners also have broadened the appeal of Diet Pepsi. Diet Pepsi now offer soft drinks with a blend of sugar and no-calorie sweetener, claiming the taste is similar to regular but with half the calories

WeaknessWeakness::

One of the weakness that Diet Pepsi has is that it is lacking creativity, at this point were are not a leader in the soft drink industry and tend to respond creatively only when our competitor launch a new product. Diet Pepsi has the resources to manufacture new products but there strategic implications are not able to survive sometimes or maintain their expected sales forecast.

Opportunity:Opportunity: Diet Pepsi has an exceptional reputation within the soft drink industry and is very likely to maintain its status in the future. We believe that we will continue to satisfy out customer and even capitalize on new customers. For a new generation that is so carb conscious we also expect sales of diet soft drinks to surging and some industry analysts say low-cal eventually could take the lead. Innovation has helped, too. Soda companies are mixing out a startling variety of new diet flavors. PepsiCo Inc. alone offers nearly a dozen low-calorie sodas, which account for more than a quarter of the company's business.

Threat:Threat:

The main threat to Diet Pepsi is that there are so many diet soft drink on the market, and these manufacture all claim to make there soft drink with the same ingredients as Diet Pepsi which might be. But the fact still remains that it is at times difficult to make our product stand out being that most diet soft drinks are price the same.

Company Vision Company Vision StatementStatement

Attain high standardsAttain high standards

Hard working team playersHard working team players

capitalize on Coca-cola userscapitalize on Coca-cola users

Company Mission Company Mission StatementStatement

Have a long term effectHave a long term effect

Revise mission statementRevise mission statement

Employee enthusiasm/commitmentEmployee enthusiasm/commitment

Brand Vision Brand Vision StatementStatement

Increase sales volumeIncrease sales volume

Best soft drinkBest soft drink

brand should bring positive brand should bring positive thoughtsthoughts

Bring awarenessBring awareness

Brand Mission Brand Mission StatementStatement

Build foundation Build foundation

Brand recognitionBrand recognition

Command specific priceCommand specific price

Increase profitIncrease profit

Marketing Marketing ObjectivesObjectives

Attract Diet Attract Diet Coca-Cola Coca-Cola UsersUsers

Increase sales Increase sales volumevolume

Hold present Hold present customerscustomers

Create brand Create brand awarenessawareness

ReachReach

ContinuityContinuity

FrequencyFrequency

Marketing Marketing StrategiesStrategies

Increase spending on Increase spending on non-Diet Pepsi non-Diet Pepsi drinkersdrinkers

Persuade to buy in Persuade to buy in larger sizelarger size

How often Diet Coca-How often Diet Coca-Cola users should be Cola users should be exposedexposed

Obtain trail purchaseObtain trail purchase

Reach 60% of Coca-Reach 60% of Coca-Cola drinkersCola drinkers

Advertise in high Advertise in high consumption pd.consumption pd.

Reinforce BenefitsReinforce Benefits

Advertise during Advertise during warmer monthswarmer months

Target AudienceTarget Audience Males/FemalesMales/Females

Ages 18 – 45Ages 18 – 45

Currently drink Diet Coca-colaCurrently drink Diet Coca-cola

Can be persuadedCan be persuaded

SummarySummary of target of target CustomerCustomer

Female, age 30, with no kids Female, age 30, with no kids

She Works 9-5, Monday - FridayShe Works 9-5, Monday - Friday

She drinks Coca-Cola but can be She drinks Coca-Cola but can be swayedswayed

Customer Need Customer Need StructureStructure

Fundamental: drink to quench thirstyFundamental: drink to quench thirsty

Perceived: thirst quencher low in Perceived: thirst quencher low in caloriescalories

Desired: Desired:

End/End Benefit: End/End Benefit:

PsychographicPsychographic Culture:Culture: We living in a We living in a

culture where families drink culture where families drink diet Pepsi with almost anything. diet Pepsi with almost anything. For some people they drink Diet For some people they drink Diet Pepsi with all three meals, in Pepsi with all three meals, in addition they tend to replace it addition they tend to replace it for water and other beveragesfor water and other beverages

Psychological:Psychological: The The psychological effect from drink psychological effect from drink Diet Pepsi is that because over Diet Pepsi is that because over the years we have become a the years we have become a carb conscious society, where carb conscious society, where one would drink Diet Pepsi to one would drink Diet Pepsi to stay slim.stay slim.

Social:Social: In terms of ones In terms of ones social class it is said that it social class it is said that it influence on various influence on various preference, in addition to preference, in addition to be apart of a highly be apart of a highly recognized social ones recognized social ones usually mimic another usually mimic another member (s) to become member (s) to become

apart of that group.apart of that group.

Geographic Geographic SegmentationSegmentation

Four geographic regionsFour geographic regions

NorthNorth

Southeast/SouthwestSoutheast/Southwest

CentralCentral

WesternWestern

Demographic Demographic SegmentationSegmentation

ageage

GenderGender

Family sizeFamily size

IncomeIncome

Elements of PRElements of PR ObjectiveObjective: For the : For the

next 2yrs Diet next 2yrs Diet Pepsi will be Pepsi will be working with 25 working with 25 major cities in the major cities in the U.S.U.S.

StrategyStrategy: : Working with Working with various community various community centers to create centers to create and execute and execute various various educational educational program.program.

Campaign ElementsCampaign Elements Situation Analysis:Situation Analysis:

more than 20 cities are in more than 20 cities are in need of help, and are need of help, and are living in poverty or below living in poverty or below poverty.poverty.

Problem:Problem: Need both Need both professional and financial professional and financial help to facilitate various help to facilitate various program, so citizen living program, so citizen living in the community can in the community can have a better life. have a better life.

Reaching out to four Reaching out to four different target different target groups: poor youths groups: poor youths (13-21), poor (13-21), poor adults(22-50) and adults(22-50) and even those who are even those who are financially stable.financially stable.

Individuals must be Individuals must be dedicated and willing dedicated and willing to complete programs to complete programs in which they started.in which they started.

Pitch LetterPitch LetterLauren Clark at NBC 4Lauren Clark at NBC 4

Single mother name Colleen Single mother name Colleen With 2 childrenWith 2 children Highest degree associate in social workHighest degree associate in social work wants her children to have better future wants her children to have better future So she went to her local community center So she went to her local community center

for financial & emotion supportfor financial & emotion support After completing her B.S. degree she got a After completing her B.S. degree she got a

great jobgreat job Then got promoted to director of a youth Then got promoted to director of a youth

center in her hometown.center in her hometown. True inspiration.True inspiration.

BackgrounderBackgrounder On poverty in the U.S. On poverty in the U.S. Why are so many cities being over Why are so many cities being over

lookedlooked 56% of the cities are turning down 56% of the cities are turning down people due to lack of fundingpeople due to lack of funding Some people remain homeless for 5 Some people remain homeless for 5 monthsmonths Single men:31%, families with Single men:31%, families with

children:40%, single women: 14%children:40%, single women: 14%

News ReleaseNews ReleaseTopic: Outreach Project hosted by Diet Topic: Outreach Project hosted by Diet

Pepsi. Dated 11/10/04Pepsi. Dated 11/10/04

Include 25 major citiesInclude 25 major cities

Announcement of various programsAnnouncement of various programs

SponsorsSponsors

GoalsGoals

News ReleaseNews ReleaseTopic: Diet Pepsi Makes Contribution Topic: Diet Pepsi Makes Contribution

to Communities. Date 12/13/04to Communities. Date 12/13/04

Sports celebratesSports celebrates NFL, NBA, MBL, NHLNFL, NBA, MBL, NHL

Their donationsTheir donations

Volunteer Volunteer

News ReleaseNews ReleaseTopic: Diet Pepsi Signs Deal with Topic: Diet Pepsi Signs Deal with

DellDell Date 12/26/04Date 12/26/04

Dell will donate over 300 computers Dell will donate over 300 computers and printers to community centers.and printers to community centers.

They will also provide technical They will also provide technical support for the life of the computers.support for the life of the computers.

PR Outreach PR Outreach ProgramsPrograms

Summer & WinterSummer & Winter

Job trainingJob training

Family Day at the Family Day at the ParkPark

ScholarsScholars

PSAPSA

After School ProgramsAfter School Programs

Health ClinicsHealth Clinics

Media ObjectivesMedia Objectives ReachReach

ContinuityContinuity

FrequencyFrequency

NewspaperNewspaper

MagazineMagazine

Media StrategiesMedia Strategies Use the media to attract non-Diet Pepsi Use the media to attract non-Diet Pepsi

users through TV, radiousers through TV, radio

Print addsPrint adds

Advertise Diet Pepsi during warmer Advertise Diet Pepsi during warmer months May – Septembermonths May – September

The target audience will be exposed to The target audience will be exposed to Diet Pepsi commercials for 10 Wks Diet Pepsi commercials for 10 Wks

Different MediaDifferent Media

Television

Cable food network

Frequency (super bowl, playoffs)

VehiclesPublic buses

Taxi

Print

Newspaper (food category)

Magazines (most popular ones)

Billboards

Internet

Consumer PromotionConsumer Promotion

SampleSample

CouponsCoupons

Cash refundCash refund

ContestContest

SweepstakesSweepstakes

Point-of-purchasePoint-of-purchase

Price-offPrice-off

Business PromotionBusiness Promotion

Trade ShowsTrade Shows

Sales contestSales contest

Specialty Advertising Specialty Advertising

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