Marketng 3004 Marketing Planning Project Assessment Answers

1. Brand image

2. Bottling

3. Advertising

4. Distribution channel

5.Health 

Answer

Marketing Plan of Diet Pepsi US

Introduction

PepsiCo is one of the largest food and beverage companies in the world. The revenue percentage increases day by day as the marketing plan of the company establishes and brand diversification with customer loyalty reach that level of business. 80% of the world population is associated with their product. Diet Pepsi is the new innovation from PepsiCo with sweeteners Aspartame and Ace-K. It was a free calorie carbonate cola introduced in 1964 (Pepsicobeveragefacts.com, 2018). There are five issues faced by the Diet Pepsi like the Brand image, bottling, advertisement, distribution channel and health and the proposed action will make the resolving process also (Terry-McElrath, O’Malley & Johnston, 2014).

Issues

Brand Image

Objective

• To ensure better customer acquisition by the cost-effective strategy of Diet Pepsi.
• To determine the customer choice and their preference to establish the store at that place.
• To deliver brand awareness and promote the brand image of the product.
• To ensure brand loyalty and deliver the best quality of coke.

Target of the plan

• Target in the NBA matched in the US. This is one of the best platforms that showcase the product in front of the whole world.
• Create a brand awareness of having Diet Pepsi as the sugarless coke will help for the body.
• Grand Prix of USA is another section where the company can promote their products and earn brand value from this.
• In the case of US fashion magazine, Diet Pepsi will earn a good reputation and also aware them about body shaping. This is one of the best places and the program will instigate the drink as well.

Description of the program

The sponsorship deals are high in case of big events. The event coordinators will meet a session with the company executives before the promotion and they agree on a mutual basis. This is the main reason for maintaining a sponsorship deal (Tanwar, 2013).

Who

The public relation and marketing team will take the initiatives to formulate the work.

Budget

Summary Statement
Sources of Capital
Owners' and Other Investments	$         95,000
Bank Loans	2,500
Other Loans	-
Total Source of Funds	$         97,500
Start-up Expenses
Social Media	$         79,000
SEO	3,150
Mobile Marketing and Big events expenses	24,000
Sponsorship extra changes	9,500
Opening Inventory	-
Advertising / Promo Expenses	6,000
Other Expenses	50,000
Total Start-up Expenses	$       366,650

Time

The maximum time frame of this event is 3 months.

21^st October – 20^th January

Measurement

People engagement with products and their need for the product will ensure a better revenue generation of the company. The sales percentage from that particular product increase and that initiate better measurement for success.

Bottling 

Objective

• To maintain a good outlook for the product.
• To ensure attractiveness and keep the drink safe through the bottle.
• To maintain the temperature of the bottle and also make a good labelling of ingredients and product qualities.

Target of the plan

• Demographic analysis is important in that case as people have the different mindset about bottling.
• Bright colour cover will help in case of attracting through bottle cover.
• Created infographic and creative ideas will help the product to meet the target.

Description of the program

The levels and presentation help to create attraction in different socio-cultural events. The responsibility of addressing the company and have a good review making is the key approach in that case (Pepsicobeveragefacts.com, 2018).

Who

In such a situation, the manufacturing and production team will take the initiative to control the process.

Budget

Summary Statement
Sources of Capital
Owners' and Other Investments	$         95,000
Bank Loans	6,500
Other Loans	-
Total Source of Funds	$       101,500
Start-up Expenses
Social Media	$         74,000
SEO	2,950
Mobile Marketing	24,000
Google Ad words	9,500
Opening Inventory	-
Advertising / Promo Expenses	6,000
Other Expenses	50,000
Total Start-up Expenses	$       369,450

Time

The entire timeframe of the bottling will be 4months but the process continues for the whole year.

Measurement

The achieved ratio can be measured by selling percentage of Diet Pepsi and their market demand.

Advertisement

Objective

• To ensure better promotion through advertisement.
• To maintain a brand image of the product and make poster and hoardings for their promoted business.
• To gain better revenue through the advertisements and ensure global range of availability.    

Target of the plan

• Some website bannering will page for the people. This is the best visual outcome the people get attached.
• Create some advertisement of discounts coupons will help the process of marketing and make a pulsing of the promotion of Diet Pepsi (Pepsicobeveragefacts.com, 2018).
• Some ads on the first page of newspaper. The quality of the products are written in bold and that ensures the development of and the advancement of the company.   

Description of the program

The advertisement will be placed in US Open., FEI World Equestrian Games, Rugby World cup and other different programmes. The program will help in the marketing of the company and also ensure the better selling opportunity and a global administration of Diet Pepsi (Kraak & Story, 2015).

Who

Marketing team and Public relation group of Diet Pepsi Company will responsible for this promotion.

Budget

Summary Statement
Sources of Capital
Owners' and Other Investments	$         87,500
Bank Loans	6,500
Other Loans	-
Total Source of Funds	$         94,000
Start-up Expenses
Social Media	$         74,000
SEO	2,950
Mobile Marketing	24,000
Google Ad words	9,500
Opening Inventory	-
Advertising / Promo Expenses	6,000
Other Expenses	50,000
Total Start-up Expenses	$       354,450

Time

It will take more than 4 months of time as the project innovation and development of creative designing need some time for quality works.

29^th October – 20-22^nd of March.

Measurement

Publicity of the company along with the sales percentage is the crucial measurement and that signifies the measurement of increase promotional aspect (Pepsicobeveragefacts.com, 2018). The development of a marketing plan and implement some strategic planning of advertisement that helps in case of percentage of selling.

Distribution channel 

Objective

• To manage the worldwide distribution channel with some strategic innovation and idea.
• To continue the promotional aspect before the product launches. The process helps to build the interest and market demand, and then after a few weeks, with the help of proper distribution product will reach the place.
• To generate a good supply chain and logistics process to initiate the distribution.

Target of the plan

• The major target market is the warm countries. The countries have good demand for cold drinks.
• The target market will also be those people, who are concern with their health.
• The company also targets some big names for their promotions and distribution of the product will be high through this. There are lots of vendors getting interested in the process as the promotion will be initiated by celebrities.

Description of the program

The entire chain of the supply chain is an issue in that case. The logistics operation in the US is good but the processing of distribution and supply chain needs to be maintained in a legitimate way (Chandon & Wansink, 2012). There two way logistic is the case of arriving and departure at the same time will help the distribution channel. Time management is being perfect in that case as the two way logistic maintenance make a non-stop chain of arriving and departure of the products.

Who

Logistic department and general service department along with store maintenance and store in charge all these administrative people take charge distribution.

Budget

Summary Statement
Sources of Capital
Owners' and Other Investments	$         87,500
Bank Loans	9,500
Other Loans	-
Total Source of Funds	$         97,000
Start-up Expenses
Social Media	$         74,000
SEO	2,950
Mobile Marketing	24,000
Google Ad words	9,500
Opening Inventory	-
Advertising / Promo Expenses	6,000
Other Expenses	50,000
Total Start-up Expenses	$       360,450

Time

Entire route mapping, selection of the shortest route and ensure the timing of the delivery is the key process in that case. The entire process takes 2 to 3 months maximum for the entire planning of distribution.

Measurement

Availability of the product and people eagerness to have the coke with different taste help the marketing. The measured revenue generation helps Pepsi company to ensure their business marketing in the stretched way.  

Health

Objective

• To ensure the quality of the product and maintain the diet free process so that people under their strict diet will have this.
• To engage some physicians and ensure the qualities of Diet Pepsi in advertisements, promotion and social media.
• To ensure the health safety of people and the particular test will be formulated before the distribution process.

Target of the plan

• The target of the plan to ensure quality drink and also ensure the planning to mitigating sugar to maintain the fat portion (Lemper, 2012). The market initiates some tags due to that reason.
• The targeting aspect of free campaign and taste the coke instigate interest of people for this drink.
• There are some managerial decisions are taken for the completion of target and elaborate campaign process for the development of business is needed.

Description of the program

There are some health awareness camp in the city organised by Diet Pepsi. People can taste the drink at free. This is another marketing strategy for creating interest and after knowing the quality of the drink, they will buy it from the shop and that ensure sales output in the market (Buendía, 2012).

Who

Administration department and manager associated health and other issues with product so that people know the quality assurance that Diet Pepsi delivers.

Budget

Summary Statement
Sources of Capital
Owners' and Other Investments	$         19,000
Bank Loans	9,500
Other Loans	-
Total Source of Funds	$         28,500
Start-up Expenses
Social Media	$         74,000
SEO	2,950
Mobile Marketing	24,000
Google Ad words	9,500
Opening Inventory	-
Advertising / Promo Expenses	6,000
Other Expenses	50,000
Total Start-up Expenses	$       223,450

Time

The entire process will take 1 or 2 months as the events happen quite a few time in a year. So participation and engagement is the issue of planning.

Measurement

The process of market engagement and good resource planning and event participation help the process. However, this marketing aspect helps the company to have a better selling and qualitative approach to people as the participation of different health programmes develop the company’s infrastructure (Pepsicobeveragefacts.com, 2018).

Conclusion 

Therefore it can be concluded that Diet Pepsi is one of the trendiest product in the US market, but the promotion and innovation advertisement is missing. Thus acceleration in product culture and mitigation of issues helps marketing plan and procedure of the company in case of advancement in business.

References

Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.

Buendía, F. (2012). Polynomial distribution of market share. Business Management Dynamics, 2(3), 22-25.

Chandon, P., & Wansink, B. (2012). Does food marketing need to make us fat? A review and solutions. Nutrition reviews, 70(10), 571-593.

Cheng, S., Wang, J., Cai, Y., Loo, J. A., & Chen, H. (2015). Enhancing performance of liquid sample desorption electrospray ionization mass spectrometry using trap and capillary columns. International journal of mass spectrometry, 392, 73-79.

Foster, G. D., Karpyn, A., Wojtanowski, A. C., Davis, E., Weiss, S., Brensinger, C., ... & Leuchten, D. (2014). Placement and promotion strategies to increase sales of healthier products in supermarkets in low-income, ethnically diverse neighborhoods: a randomized controlled trial–. The American journal of clinical nutrition, 99(6), 1359-1368.

Kraak, V. I., & Story, M. (2015). Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs. obesity reviews, 16(2), 107-126.

Lemper, T. A. (2012). Five trademark law strategies for managing brands. Business Horizons, 55(2), 113-117.

Pepsicobeveragefacts.com (2018) Diet Pepsi retrieved from: https://www.pepsicobeveragefacts.com/Home/product?formula=F0000003519&form=RTD&size=12 [Accessed on 8^th October 2018]

Scully, M., Wakefield, M., Niven, P., Chapman, K., Crawford, D., Pratt, I. S., ... & NaSSDA Study Team. (2012). Association between food marketing exposure and adolescents’ food choices and eating behaviors. Appetite, 58(1), 1-5.

Tanwar, R. (2013). Porter’s generic competitive strategies. Journal of business and management, 15(1), 11-17.

Terry-McElrath, Y. M., O’Malley, P. M., & Johnston, L. D. (2014). Energy drinks, soft drinks, and substance use among US secondary school students. Journal of addiction medicine, 8(1), 6.