Friday, October 18, 2019

Company case Study Example | Topics and Well Written Essays - 1000 words

Company - Case Study Example Integrated Marketing Communications- the company prudently integrates its multiple communication channels/components of the proportional mix to deliver definite, consistent and compelling company brand and messages. a) Advertising- Pepsi’s campaign has used non-person presentation and promotion of ideas, goods and services. For instance, is has used sponsors such as Hulu to advertise in its renown TV show. Besides, it also broadcasts, uses internet and print adverts in the magazines. Besides, it makes use of social media such as Facebook and Twitter, Spot advertisements on main network channels and various reality TV shows. d) Public relations- Pepsi established an overall good rapport with the general public by earning favor from the public. For instance, it used sponsorship, created recreational events and also through the company’s website. e) Direct Marketing- the company used emails, cell phones and mail to communicate and establish direct connections with individual customers. For instance, Pepsi employed the use of digital media to directly communicate with consumers. The target audience for Pepsi was a youthful generation mostly composed of teenagers and young adults. This implies that the campaign targeted the Generation Y consumers who were born between 1980’s and 2000’s. Pepsi’s slogans have a clear description of the fun, cheerfulness and living life to the fullest. The Campaign is consistent with the audience due to its heavy use of social media such as Facebook and Twitter. It is beyond doubt that most teenagers and young adults use social media and this is therefore the most appropriate way of reaching them. b) Determining the objective of communication- once the target audience has been established, the next step is for the marketing director to identify what response is sought. The communication objective for

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