Alyssa Weisberger
MKT 200-02
Professor Liu
Based
on the information given in the two articles, I’d say that Pepsi Co. is doing
well. The number one reason that I say this is because they understand the
issues that they are having, and they are on track to fixing them. Also, they
launched LIFEWTR and put a lot of time, effort, and money into making it a
success. They really focused on the packaging in hopes that it would want
people to post photos with the product on their social media accounts. Social
media is huge in our society right now, so personally, I think that is a very
smart move. Also, Pepsi Co.’s revenue and net worth are slowly growing, which
is a very good thing for them; it is exactly what they were hoping for.
I
think that in comparison to Coca-Cola’s company, Pepsi Co. has a product
differentiation competitive advantage. I say this because the definition of
product differentiation competitive advantage is, “provision of something
unique and valuable to buyers beyond simply offering a lower price than
competitors.” I think this relates to Pepsi Co. especially with their launch of
LIFEWTR. They really wanted to make people feel good and proud to be drinking
water that is better for them, and has beautiful packaging that is updated
every few months. I think that Pepsi Co. really cares about pleasing their
customers, and not just sales.
Pepsi
Co.’s strategic goal for 2025 is “for two-thirds of its global beverage
portfolio volumes to contain less than 100 calories for added sugar per
12-ounce serving.” They aim to do this by selling more water and healthy
products. They aim to do that by improving their products as a whole,
advertising them, and also improving the packaging in order to make it more
appealing and social media worthy.
I
think Pepsi Co. wants to change their strategies in the next few years because
they genuinely care about improving the health of people. Also, they know that
being healthy has become more and more important to people as time goes on. So,
I assume that they can see that starting to sell healthier products and more of
healthy products, then they will make more money.
The
market for bottled water in the U.S. in 2016 is much higher than it ever has
been. In 2016, bottled water sales have finally passed that of bottled sodas.
According to one of the articles, “sales of bottled water have surged more than
50% over the last decade.” And while the sales of bottled water increases, the
sales of bottled soda continues to decrease. This proves that Americans are
trying to be healthier, so it is very smart of Pepsi Co. to try to market
healthier products.
When
it comes to Pepsi Co.’s new brand LIFEWTR, Pepsi Co. is using strategic
segmentation, targeting, and positioning (STP). They understand that American’s
as a whole want to be healthier, and are overall buying more bottled water than
ever. Also, younger generations are very swayed to buy certain things based on
what those things say about you. So knowing this, Pepsi Co. markets LIFEWTR to
American’s that would like to be healthier and to younger generations that especially
use social media; this is who they are mainly trying to target. This can be
proven through the fact that their first ad-campaign for LIFEWTR was during the
2017 super bowl; lots of people watch because they loves sports and being
active, and also lots of millenials watch just to get a kick out of the
commercials. When it comes to planning, they planned on creating water that
appealed to people because it contained good ingredients, and it also has very
appealing packaging.
No comments:
Post a Comment