Public relations are an effective vehicle in stimulating the growth of many parity products and brand image. Although different brands of peanut butter, detergent, bottled water, analgesics, and cough remedies do not have unique benefits, they often have quite different market shares…
PR for these largely undifferentiated brands accounts for their market share dominance. PR often has an important role in sustaining brand equity. Long-lived campaigns that presented PepsiCo as the soft drink for the young and those who aspired to be young have helped sustain these brands' position and market share. Moreover, consistently advertising a brand's position serves as a barrier to competitive entry. Relates to what consumers believe about a brand and the category in which it holds membership (Chitty et al 2005). The other type of insight pertains to how consumers use advertising information to make brand decisions. This insight is the basis for planning the advertising function: identifying a target and developing a brand position. In turn, targeting and positioning guide the design of creative and media strategies (Brassington and Pettitt 2003).
Three different publics involved in the case are the government, the consumers and competitors. FDA examined all reported cases but "could see any rational reason for the allergen incidents being reported" (There is a Syringer in my Pepsi Can p. 326). The most problem was general public and potential consumers. Negative publicity influenced its brand image and sales volumes. PR may be able to change these beliefs, but it is generally a slow process. PR An of brand linkage is even more likely when a brand does not have a strong point of differentiation from its competition. In this situation, the point of difference becomes an understanding of target consumers and their goals rather than some brand benefit. When several competitors use this same approach the linkage between brand and message is weakened. One motivation factor is the discrepancy between the position advocated in a message and people's current beliefs. Precision is needed in using this motivational device (Chitty et al 2005).If a communication argues for a position that people currently hold, persuasion will be minimal. At most, this approach will reinforce individuals' current beliefs. If a communication is highly discrepant, it is likely to evoke counterarguments and thus have limited influence. The implication is that messages of moderate discrepancy are maximally persuasive. From everyday experience, it might be expected that threat would be an effective means of motivating message elaboration (Brassington and Pettitt 2003).
One of the tools used by PepsiCo is "All of evidence" campaign. Thus, it "was lost on the news media" (There is a Syringer in my Pepsi Can p. 326). The main problem is that consumers make purchase decisions based on what they know about a brand, rather than on what they remember from an ad. Whereas explicit ad recall reflects what people can remember about information stated in an ad, advertisers are interested in what people know about their brand. Implicit measures of memory are useful in this regard. Implicit measures solicit what people know without making reference to the origins of their knowledge. For example, brand recall is an implicit measure because people are asked to tell what they know about a brand. The impact of exposure on brand recall is a more appropriate measure of the learning prompted by PR than is ad recall because brand recall is a reflection of what people know rather than what they can remember (Chitty et al 20 ...
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(Pepsi-Cola Public Relations Case Study Example | Topics and Well Written Essays - 1250 Words)
“Pepsi-Cola Public Relations Case Study Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.net/miscellaneous/310012-pepsi-cola-public-relations.
Costs of the plans are charged to current operations and consist of several components of net periodic pension cost based on various actuarial assumptions regarding future experience of the plans. In addition, certain other union employees are covered by plans provided by their respective union organizations and the Company expenses amounts as paid in accordance with union agreements.
The company primarily targets the Australian supermarkets in Class A category and is not expected to be in direct competition with the similar player of the market like Pepsi and Coca Cola.The new product from Last Chance is mainly targeted towards the young generation for its trendy, cool and active nature and taste of the drinks.
Companies that seek to remain at the top of their industries, or even survive, need to have the favor of the customers. One of the viable ways of achieving is by presenting a positive image to the public through market, or alternatively taps the more profound aspects of their targeted market, especially those that relate to principles and morals of the public.
This has resulted to an increasing market base for the good and services produced in a given entity. Technological advancements have led to increased competition in the global market as small companies can compete with major companies. Small companies have integrated online marketing in their sales and this has enabled them to boost their sales in spite of having inadequate capital and presence in most parts of the world (Michaels 17).
Problems Financial and ethical challenges As a team player, it is difficult to move on when the team is in a financial crisis. This is because the public, even if it has no understanding on what really caused the financial problems is so quick in formulating conclusions.
Despite the presence of formidable competitors like Pepsi, Coke remains the leading softdrink hitherto. This market leadership is attributed to how Coke is aggressively promoted. The success of this product is highly dependent on the marketing scheme employed to advertise Coke on a global scale.
Secondly, a secondary research was done for the basis of identifying scheduled conferences. The major reason was to identify perfect avenues for conducting a public announcement without raising aspersion
This amount was to be distributed on the basis of ideas that these organizations and individuals had for making the globe a better region. This money was to be distributed in chunks of $5000 to $250,000. This case even focuses on the method of advertising the
3 Pages(750 words)Case Study
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