The company even partnered with Foursquare a network that connects people via

The company even partnered with foursquare a network

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the initiative at the point-of-purchase. The company even partnered with Foursquare, a network that connects people via GPS in real time, which would offer incentives to members if they visited Pepsi retailers. The company hoped that the growth in visits at outlets by Foursquare members would result in purchases of their soft drinks. Overall, I think the two main types of communication objectives PepsiCo had for its Refresh campaign were awareness and purchase; they first created awareness about their campaign, which in the long run ended with the purchase of their soft drinks. Question 4: Considering the fact that PepsiCo’s main communication platforms for this program were social media and digital networks, I would say that their main target audience for the Pepsi Refresh Project were millennials: young adults and/or teens.
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PepsiCo was really focusing on marketing to youngsters that were digitally savvy and heavily engaged in social media so that they could encourage them to join an initiative that wanted to make their future world a better place. Firstly, PepsiCo used websites and social media to operate the initiative online and create awareness about their project; the focus wasn’t to direct consumers to the website, but about actually communicating with them through platforms like Facebook and Twitter about their ideas and goals. A strategy like this would only be appealing and easy for the youth to engage in, not the older generation which is generally behind on online activity. Moreover, PepsiCo partnered with Hulu to sponsor a series, Spin Magazine, Music Festival South by Southwest, and a web-based competition with two indie bands competing against each other to highlight their initiative. All these communication elements underline youngsters as being PepsiCo’s target audience; after all, the companies and sponsors PepsiCo has partnered with for this project also cater to young adults. Question 5: In order to promote the Pepsi Refresh Campaign and get their main message across, PepsiCo used a variety of elements in their promotional mix. Firstly, a promotional mix is the combination of different marketing tools that companies use to communicate the value of their products and/or services to an audience. For the Pepsi Refresh campaign, PepsiCo used the following elements: Advertising: Advertising includes any paid form of promotional activity and apart from using social media to promote this campaign, PepsiCo paid about 30 different cable channels to run various spot ads.
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The company also used 10 different print publications to communicate their message, and recruited many celebrities to endorse the project. Sales Promotion: Sales promotion are short-term incentives that are offered to consumers that purchase a product or service. During the Pepsi Refresh campaign PepsiCo partnered with Foursquare, a social network that connects people through GPS, in hopes that it would draw people into its retailer outlets and encourage the purchase of its soft drinks ( Kotler, Armstrong, Trifts, & Cunningham, 2014). Once Foursquare members were directed to Pepsi retailers, they were
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  • Spring '15
  • Marketing, Soft drink, Pepsi Refresh

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