Pepsi – Business, Marketing Strategy Tips
Pepsi is one of few beverage brands that has kept a leading position in the market for over 100 years regardless of facing tough competition from leading rivals like Coca-Cola. It has gained global acknowledgement by establishing itself as a trusted brand, using both traditional and digital marketing to its full potential. It might sound simple, but Pepsi took pains to reach the place it now enjoys.
5 Marketing Strategies of Pepsi
Jingle and Catchy Slogans
One of Pepsi’s classic marketing tactics is to use jingles and slogans in its advertisements. Pepsi started with print media to attract its audience’s attention through catchy slogans. When radio became a common accessory, it tried audio jingles on radio and later television.
Slogans are traditional advertising techniques companies use to connect their brand identity with a memorable phrase or a tune. To Pepsi, Jingle sounds was the turning point that brought it to the limelight and nationwide attention.
It has generously used jingles and slogans over the years to emotionally connect with its target audience and deliver brand messages. The Pepsi Generation, and For the Love of It, campaigns are few examples of them.
If you’re a sports fan, you must have noticed Pepsi’s logo at almost every other event. It invests heavily in sports sponsorships to gain access to millions of people at once and boost its brand awareness.
- In the 2018 FIFA World Cup, Pepsi tapped into three million visitors to the stadium and casual sports fans remotely through creative advertising.
- In 1997, Pepsi sponsored Jeff Gordon, and the former race driver drove with Pepsi Logo painted on its car for two long years. You can imagine how much publicity Pepsi got from this one contract alone.
Not only that, Pepsi offers sports sponsorships because the reputation of the sport also boosts its product portfolio. The results have improved its brand equity and inspired trust.
Easy Accessibility To Products
To provide easy accessibility to its target market, Pepsi has a personalized distribution system in place that is mainly based on consumer needs.
- For global distribution, Pepsi outsources distributors where demand is low. Like in Ukraine, it employs third-party bottlers to supply its products to the market.
- In countries with high demand for soft drinks, such as India, Pepsi circulates items by direct delivery and through independent warehouse partners.
Having easy access to its products is one reason Pepsi enjoys global success.
Brand positioning is Pepsi’s powerful marketing strategy that has gained it a competitive advantage and helped it build a strong customer base. If you notice Pepsi’s ads, almost every commercial features either teenagers or millennials. It associates itself with elements like energy, youth, joy, and often gives pop culture references to connect with its audience. Even the celebrities featured in Pepsi ads are mostly singers, young artists, and athletes.
Reference link- https://youtu.be/Jf1k1FGOIsg
Today, much of Pepsi’s success is also attributed to its brand positioning. It has embraced the same theme in its ads consistently to build its image—and now, it enjoys a huge following.
Pepsi typically uses participation campaigns to introduce new flavors to a large market or increase its reach.
- For instance, in 2020, it co-partnered with Grammy nominee Fat Joe and started a six week virtual hip-hop contest on Triller to inspire music fans to become a part of the campaign. Pepsi used the competition mainly to promote its new wild cherry flavor.
- Pepsi 2001 World Challenge, on the other hand, helped it tap into sports fans worldwide in a relatively short time. The above screenshot is the latest Pepsi challenge.
Social media has made it remarkably easy for Pepsi to promote its products through innovative ideas. Whenever Pepsi launches a new item, it simply starts contests on social media to advertise its products.