strategic communication.docx - Running head PEPSICO ORGANIZATION Strategic Communication Students Name Institutional Affiliation 1 STRATEGIC

strategic communication.docx - Running head PEPSICO...

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Running head: PEPSICO ORGANIZATION 1 Strategic Communication Students Name Institutional Affiliation
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STRATEGIC COMMUNICATION 2 Strategic Communication For organizations to be successful in a competitive market, they need to adopt means that attract and retain customers to their products. They should adopt effective advertising techniques to communicate their products value to their consumers. This helps the products resist and endure the dynamic market. Organizations that fail to embrace operative communication strategies find it hard to survive in the contemporary complex market environment. PepsiCo is among the many organizations that have identified the importance of communication in the contemporary market environment. They spend heavily to market their brands, programs advertising and other aspects that require awareness and to win more customers. PepsiCo is a multinational food and beverage corporation with its headquarters in America. Its main interests are driven towards manufacturing, marketing and distribution of snacks and distribution of beverages. The company was founded in 1965 with a union of Frito- Lay and the Pepsi-cola company. Since then the company has realized significant growth and expanded its rage of production. It has some global brands that have had a good reputation resulting in of command one third in the market and is also ranked second in soft drink companies. Historical Background The company’s first soft drink was developed in the 1880s by Caleb Brad ham who later campaigned for a change in the name to Pepsi-cola. With time there was increasing popularity of the cola which resulted in the registering of the Pepsi-cola in 1902. The subsequent years saw the struggles of the company to maintain its activities as it went bankrupt leading to its auctioning. The company was bought by Charles Guth who restructured the company with his position in loft incorporated. Using the company’s resources to formulate syrup. He later stocked the product in Loft’s chain outlets and restaurants that were well known for their soda fountains. Using Loft incorporation resources, he promoted the reformulated Pepsi product. Pepsi was later absorbed by the Loft incorporation and rebranded as Pepsi cola company. The company has had stiff competition with Coca-Cola company in the beverage market.
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