Pepsi Refresh Project Essay

1. Should the Pepsi cross team advance to fund Pepsi reexamine Project in 2011?Pepsi flaw team should save this c solely up project for maintaining and strengthen Pepsis brand position in soda market. The Pepsi retrieve Project is a first-of-its-kind initiative, positioning as a consumer brand, and nowadays respond to the evolving needs of consumers and their preferred methods of communication such as facebook, twitter, blog, and etc. The program efficaciously changed the way brands talk to consumers, leveraging the world-beater of digital and marketing platforms, moving away from traditional marketing methods. quite a than spending hundreds, thousands of dollars advertizement Pepsi on media, we believe that Pepsi ought to relegate that money to relieve oneself to a greater extent valuable contents with refresh project, which faeces lead to deeper meshwork and strong relationship between Pepsi and clients.The recall project could be evaluated by the level of engagemen t between the brand and consumers, fond ROI and brand-equity results. By these evaluations and theatre of operations, Pepsi freshen Project program showed that consumers felt Pepsi was a brand that cargons about(predicate) the community. And as well the program was a strong fit with their perception of Pepsi as a frontier of idea bank about social issues, and innovative brand. It did not generate the result as an increasing of sales revenue, entirely still it is valuable because consumers that may be able to remind about the Pepsi Refresh Project when choosing a cola Pepsi. Social network that Pepsi develop includes the largest engaged fan base of any beverage political break aparty alert in US. And these fans are not only authorization customers for purchasing Pepsis product, however besides could be friendly allied customers when Pepsi shrinks.In addition, these evaluations and study showed both how Refresh project could be enormously achievementful and not successfu l. When Pepsi launched it and pul direct out of the A-one arena advertising, which they never missed for last 23 years, customers lost their mind, because settleing a Pepsisadvertisement during the ace manger is part of the cultural find out of the game. It showed the part of making a bighearted commitment to these causes. People genuinely responded and said Pepsi is a thoroughly company by Refresh project, save at the same time, obviously, sales didnt rise up. The people who got excited and voted and posted were often not Pepsi drinkers. It showed that the Refresh project was not related to what they really prevail meant for its really hard to get something good to help Pepsis real decision at the same time. Eventually, Pepsis market share has been crashed down on 3rd from the second position after pulled out of 2010 highly Bowl advertising.Nonetheless, because of building brand equity doesnt translate into an immediate ROI, they should give their Refresh project in 2011, treating as a big brand investment. But in the end, this Refresh project should be formatted some divers(prenominal) way to be linked to sales in consumers mind in 2011.2. If the Pepsi team continues to fund Pepsi Refresh in 2011, what changes would you serve to the program to recrudesce achieve the brands objectives?Refresh project has benefited from notable customers interest from being the first mover of a prow approach. While innovative, Pepsi has some missed opportunities. For an instance, Pepsi missed opportunity to integrate extremely Bowl TV advertising with Refresh campaign and to spur word of mouth chatter about its Refresh initiative. Pepsis biggest misstep was sicting all its eggs in one basket and not benefiting from synergies of multiple media channels. From 2011, Pepsi should have relegated an appropriate amount of TV advertising budget to Pepsi Refresh for encourage submitting ideas, voting and sharing their goals.In addition, Pepsi needs to believe in optimism and the power of people and their ideas to make better understanding what the Pepsi brand could be. Pepsi has been at the tenderness of great cultural shifts across many generations. From 2011, Pepsi has to continue to measure success through its brand health metrics. By doubling the number of grants, Pepsi can extend their social impact to more individuals and communities. Since Pepsi RefreshProject helped increase key brand health metrics in 2010, Pepsi needs to yell deeper consumer engagement and more user conversation through refresheverything.com site as well as the Pepsi challenge and power voting. Interaction with the campaigns website may significantly increase brand attributes including favorability, intent and trust along with intent to purchase among millennials. For example, posting as if you purchase Pepsi, you support the Pepsi Refresh Project on every Pepsis websites, blogs, and other digital social network windows and pages, it would make even deeper conne ction between Pepsi brands and consumers.3. Should Pepsi advertise the Pepsi Refresh Project on the 2011 tops(p) Bowl?We conclude that Pepsi should advertise commercials on the 2011 Super bowling ball with brilliant ideas and creativities as they had been done for last 23 years rather than focusing on arousing public opinions by Refresh project. Pepsis Refresh project is still good investment for their brand as well as to arouse peoples interest, but not on sales. graduation of all, the Pepsi Refresh Project did not instantly contribute to sales increase of Pepsi. Pepsis top management was disoriented with the concept of brand and the sales. Although the Pepsi Refresh Project might have alter the brand image of the soda maker, however consumers lost touch with Pepsi commercials which led to the steep decrease of Pepsi sales. Brian Charneski, a representative of sixteen independent bottlers in the Pacific North west, expressed concern People feel good about the Pepsi Refresh Pro ject and I think its neat, but it doesnt translate to Im going to buy a Pepsi.Second, the Pepsi Refresh Project failed to attract the main orient customers. Their original target customer were millennials(age 17 27) who were not as familiar with Pepsi as Boomers(age 41 60) or contemporaries Xers(age 28 40), but who have the great potential to consume Pepsi for the next couples of years. However, when we analyze Pepsi Refresh Project Voters breakdown, number of votes from Boomers and Generation Xers exceed that of millennials against Pepsis expectation. When we also look at Grantee Breakdown, non-profits brass grantees exceed individuals, which meansthat the Refresh project program wasnt directly attracting the right customers- both idea submitters and voters. This is neutral fact however, non-profits organization grantees incomplete guarantee that they ordain spend a certain portion of Pepsi nor it will give rise to drink more Pepsi even though expend a lot of effort to adve rtise that Pepsi is taking care of consumers health.Third, Pepsi do not underestimate the importance of traditional media programs rather than social media programs. Although Pepsi mould a great amount of money to social media programs, most consumers cared more about coupons and grantees rather than Pepsis original purpose that the on-line consumers are encouraged to blog about Pepsis efforts to increase awareness of their causes. Besides, consumers who took part in the Pepsi Refresh Project on-line stayed at the Pepsi website less than four minutes on the average. However, the traditional media people think about the effective and fun method which can foster the sales of Pepsi once they make a contract with Pepsi. Besides, the influence of traditional media on consumers is still effective.Lastly, Super Bowls influence on Americans and the whole world is gigantic. Super Bowl is not only a great Sports game, but also a great festival where people make happy memories with their fri ends, family and colleagues. The Super Bowl is a preeminent advertising arena, bringing in degree Celsius million viewers anticipating the debut of new advertising during the game. Thirty-second advertising spots cost $2.5 to $ 3 million, and Pepsi had spent $143 million on Super Bowl advertising between 1999 and 2008. Consumers were deeply attached to Pepsis seem in the Super Bowl, viewing it as part of the cultural experience of the game. People expect a fun and brilliant commercial than dampen and serious ads such as the Pepsi Refresh Project on a Super Bowl. Actually Pepsi went back to their original commercial tradition, so they put three commercials Pepsi max Love Hurts, First Date, and Torpedo Cooler.4. Supplements1. 2011 Super bowl Advertisement Pepsi Max Love Hurts (www.youtube.com/watch?v=deS6x0BLZrY) Pepsi Max First Date (www.youtube.com/watch?v=YalrseH-rB8) Pepsi Max Torpedo Cooler (www.youtube.com/watch?v=2ltgsp7QwKU)2. Stock Market Price-earnings Ratio / Coca Cola & PepsiCo / 2009-current