ADV 420 NMDL PepsiCo Digital Marketing strategy.

1. By Alexandrea Andersen
Look at all the brands in the PepsiCo photo. Did
you know all these are from PepsiCo?
In a world of snacks and sodas it can be difficult to
compete with giants such as Coca-Cola. PepsiCo
must compete against all other snack products to
succeed in their market.
Consumers must know which products are a part
of the PepsiCo family.
Brand loyalists need to be made.
Investors need to understand what products their
money is supporting.
Picture from: http://sphotos.xx.fbcdn.net/hphotos-prn1/543608_10150615513396695_260431051694_9385711_256735364_n.jpg

2. Marketing Theme
Ultimate Goal
Make it obvious that all the
products in the PepsiCo family are
in fact a product of PepsiCo.
How
Use digital marketing such as social
media, SEO, and advancing mobility
tactics.
Photo from: http://www.appetiteforprofit.com/wp-content/uploads/2012/02/pepsico_green1.jpg

3. Social Media: Facebook
Currently brand pages such as Mountain Dew have millions of likes. PepsiCo only has
58,241.
Goal: increase likes of the PepsiCo Facebook page to increase exposure of the
company.
How:
Make the pages interact with each other.
Each brand page will share PepsiCo’s Facebook page posts on its individual page.
Consumers who like the brand page will associate the brand with PepsiCo upon
reading these posts on the brand’s page.
A linkable box will be created on PepsiCo Facebook page listing all the brands in the
company and link each brand to their individual page.
Pictures from: http://www.lynne-enroute.com/numlock/wp-content/uploads/2011/11/Facebook-Share-Button.png
http://blog.hubspot.com/Portals/249/images/Facebook-Like.jpg

4. Social Media: Blog
PepsiCo will construct a personal blog outside of their corporate one.
Every post will tell company news such as upcoming event sponsorships,
consumer interviews and exclusive new product information posts. All this
information being available to consumers without having to read formal
documents will attract the attention of consumers of all ages.
PepsiCo’s soda brand Mountain Dew will be releasing a
new flavor this week. Get all the exclusive information
and real consumer flavor descriptions here.

5. Internet Marketing
Website adjustment: Place scrolling bar of brands at top of homepage to
draw instant attention to them.
Consumer satisfaction guarantee: A unit of people that monitor all
social media within in the PepsiCo family to provide consistent
response with consumers. Responses will come from the PepsiCo
name directly.
Google AdWords campaign implementation. A
$100 monthly budget to gain impressions on
the first page of Google searches for these
keywords and ones that are similar.
PepsiCo Quaker Oats
Tea Carbonated Sodas Sample
Iced Tea Pepsi Sodas Ad
Cola Sports drinks
Gatorade Healthy snacks
Snack Frito Lay
Juice Drinks and Mountain Dew

6. Mobile
Smart phone application
PepsiCo consumers will double their chances in winning brand
specific promotions along with learning information about each
brand and the PepsiCo company.
Mountain Dew promotion
Mobile website block
Whenever a user tries to access a brand’s mobile website they will
automatically be directed to PepsiCo.com which will have a featured list of
all the products including the one they were searching for.
Informs all consumers of that brand that PepsiCo is the father of the brand
and so many other brands are within that family. Sticking with our main
goal.

7. Measuring Success
Likes: If the PepsiCo Facebook page reaches over 1 million likes.
• We know that the awareness of the company has increased
That is an increase of 941,759 “Likes”
CPC: If our CPC Google Adwords budget
is effective in using our entire $100
monthly budget and exceeding our
budget with impressions to the
website.
• Our search-ability campaign is effective
in reaching our target consumers

8. Measuring Success continued
Google Analytics: Tracking sources of our websites’ impressions. Goal is to
have our top referring sources to be Google and Facebook.
– Our sources of advertising and promotion are efficient if these sites are our top referring
sites
Consumer satisfaction: Receiving positive comments from our consumers
both about the brands and company.
– Company awareness and brand awareness through the company have increased and
start initiating brand loyalists
From John Doe to PepsiCo:
I am crazy about Mountain Dew’s new
flavor! Thank you for your hard work on this
great product. Cannot wait to see what
promotions you line up to go with the product.

9. Budget
$2 million for the implementation of all changes
and executions in this marketing strategy.
Money allocated to:
• Facebook editor and monitors
• Consumer response team
• Blog writers and brain-stormers
• Google AdWords campaign
• Traffic analyzing team
• Reconstruction of website/mobile website
• Mobile application construction
• Implementation and promotion of mobile application
• Promotions run for each brand and their incorporation with the company

10. More Information
• The target for these marketing executions is 18-44 year olds that are
active on social media.
• Promotions take place all year round in the PepsiCo family. Specific brand
promotions will require peaks of advertising during the year.
– Specifically the Doritos campaign involving being in a commercial. The peak being
November and December before the upcoming Super Bowl game
This marketing strategy will make all PepsiCo product consumers
and PepsiCo investors aware of the products in the PepsiCo family.
Goal accomplished!
Background Picture from: http://popsop.com/wp-content/uploads/pepsico_logo.jpg