Marketing Strategies for Pepsi-Lipton Company - Case Study Example

Marketing Strategies for Pepsi-Lipton Company Problem ment By focusing on growing market of ready to drink tea (RDT), Pepsi-Lipton should go for viral advertisement strategies like the social networking services after the super bowl. This will significantly spread the brand name to many people through the Facebook, YouTube twitter and appropriateness of social media to disseminate the advertisements to a large population of consumers with the best knowledge about the product hence improving its sphere of market. Building and creating awareness attract a commendable population of customers the brand. Makanism should apply the concept in two different platforms. Mechanism should take the four concept developed in the version of a television commercial convert to same advertisement concept. Mekanism can further launch them online without purchasing media space and instead increase the power of social media to spread the ads online. 2. Situation analysis Customer For PLP Company to market and distribute their RTD teas in North America it needs a wider range of customer power for the sales of their products as customer is the most important asset and priority of any business enterprise. To build the customers base by implementing new techniques in mobilizing the customers like the social networking sites online. For the brand Brisk, they have to influence and convince other customers using some brands like the Arizona to switch to Brisk to increase the sales turnover Competition There is stiff competition between the companies advocating their brand attempt to create awareness to customers about the brands through the media, storytelling, and the traditional television commercials. While the Brink’s sales were growing fast, the brand was still falling behind its competitors in term of its social media presence. For example in the summer of 2010, brisk competitors such as Arizona. Snapple and SoBe had all built significant stronger social media following than Brisk. Arizona, which regularly ran popular contest on Facebook, had garnered almost 250 times more customers on it than Brisk and more than 20 times more followers on Twitter. The Company PLP The acronym is Pepsi Lipton Partnership. It is a business marketing strategy between the Pepsi Company and the Lipton. The companies formed a 50-50 joint venture called the Pepsi Lipton tea Partnership to enhance their marketing strategy. The collaboration allowed Lipton to take advantage of PepsiCo’s strong presence in the market across the world, and it has well developed bottling system and distribution networks. In return, PepsiCo would benefit from Lipton’s reputation as a health conscious brand and was able to add tea to its beverage offering to compete in the beverage market without making unnecessary investment in research and development. The PLP ‘s tea brands included Lipton, the main brand, Lipton Pure Leaf and Lipton Brisk From June 2009 to May 2010 recorded $746 million in sales and an estimated $340 million in net revenues. Collaborator-Makanism The company was termed home to an in-house production studio with creative, experienced experts in 2D and 3D animation. The collaboration of the companies and the Makanisn help them to build strong customer’s base through the social media networking. It had the specialists, who could tackle the latest advertisement techniques connecting the production companies like PepsiCo and Lipton to the external world. Context The whole concept about the Pepsi-Lipton is the idea of business marketing strategy and the maintenance of the customer’s base. The collaboration between the Pepsi-Lipton enhanced the marketability of the two corporate, by mutually benefitting from one another. The coming in of the advertising company Makanism added the spirits of fame to the business enterprises. It is by introduction of a viral advertising technology using the social media as a tool to express the consumers about the core benefits of products produced by Pepsi-Lipton ready to drink tea companies the (RTD). 2. Alternatives Discussion: Two Factors That Influence Marketing Strategy of an Area (a) Environmental factors (b) Legal factors Environment Environment plays a central role in the market strategy of the company, the immediate location of would determine the kind of customers you probably to get for the sales of the productions. Company located in a remote locality with poor technology and infrastructural services. The access to customers becomes difficult due to bad roads affecting marketing strategy. To avoid his problem site, assessment of business location should be performed thoroughly to a strategic location. Legal Issues Companies should follow all the rules set by the government to avoid legal battles by the law. All the formalities were responsible for the well functioning of a business institution like paying taxes, land title deeds letter of good conduct. All these must be available for resourceful company. 3. Recommendation Environment has a fundamental influence on the success of the business. The locality of which the enterprise is located affects the products turn over. The security of the workers depends in the location, same places are safe but some are risky to promote business activities. Accessibility of the investment from many points enhances the supply in and out the company. In my opinion and capacity as business entrepreneur, I would recommend acquisition of all documents related to newly established business enterprise for smooth running of the daily business activities. 4. Implementation plan The implementation of solving the environmental problems while sitting a business location. There are various things to out into consideration to ensure the location of the proposed business venture is fine. Factors to Consider While Locating a Business Setting a business location is a very vital decision to make. The location effect the pickup of the business from the customer traffic, availability of labour, cost involved and security. Location of the business is beneficial to the owner of the business. Market For any business venture to prosper, the market is an important factor influencing the environment in which a business should be located. The location should make the entire possible customers reachable. Prospective costumes help in the decision of business location. A proper selection of business location satisfies the needs of the customers. Labour Force Labour force is an important issue to consider while sitting a business. The mobility of the workers should be a critical factor .the convenience of customer’s access to the company. The company needs skilled or unskilled labour determines the company’s location. Transportation The availability of transport to the business location is an important consideration. The business location should be accessible from many points such as the airport, railway, and sea for the convenient of deliveries. Availability of Raw Materials It expedites the production of goods increasing the dependency of customers to the company steady supply of goods. Community Interest Another fundamental factor concerns the notion the community around the business enterprise has towards the venture. Considerations should include community members’’ attitude in relation to the company. Works Cited Teixeira, Thales and Alison, Caverly. "Pepsi-Lipton Brisk." Harvard Business School Marketing Unit Case 512-011 (2012). Read More