PepsiCo Inc. Chief Executive Officer Indra Nooyi has taken over a coconut-water company, acquired a dairy in Russia and spent millions on a philanthropic marketing campaign. Her next big investment has a more familiar name: Pepsi-Cola.
Coca Cola and Pepsi are two of the most known soft drinks worldwide and they have been battling each other for centuries. From this article its obvious that Coca Cola is a really successful market where pepsi in the other hand isn’t. At this point PepsiCo needs to change their marketing campaign strategy and adopt new strategies because they are spending too much on marketing budget to overtake their competitor and not seem to earn enough sales as Coca Cola does. Reducing Cost is most likely the only way to earn more sales.
The concept of IMC has been defined by the American Marketing Associations but I personally find the bicycle example more simple to understand and is more straight forward too. It says on the article that “We all know that in order to actually ride the bicycle and reach your destination a number of things must work together such as brakes, wheels and your own personal peddling ability”. In regards to IMC this is TRUE because each parts of the bikes described above are important factors that marketers needs to use in order to gain financial returns. Again, the benefits of IMC helps provide greater Brand differentiation to consumers, greater Trust among the consumers and levels of effectiveness in cutting through message clutter than single strategies.
In business trust has been defined as the glue that holds the business relationship together and is expressed repeatedly in your actions. This includes what you do and do not do. According to this reading most companies today are not approachable and lack a personality or an image that people can relate to. Building trust with your consumers is crucial like returning phone calls immediately and being consistent in your words and actions. You have to understand what your customers are expecting from you and if trust is not present, they will not buy. Again, i will have to agree using social media to provide profound insights about how your customers feel about your products by giving feedback that helps you define your weakness and try overcoming them for business benefits. Empowering your brand to customers is another advantage.
American Idol has created an engaged audience that uses multiple mediums; I can't think of a brand that has created a higher level of user engagement and a successful IMC plan. Thank you for sharing this example of IMC!
I highly agree with this article that this is a great example of IMC. I must say they really know what they are doing because they have covered most of the communications stage such as TV etc and since technology has expanded nowadays they have also touched upon those too (smart phones, tablet apps). Again, they use texting where viewers can text a certain number to vote for their favourite contestant. This is a great example of engaging with consumers and understanding them through an integrated marketing process. Moreover, Social media in the other hand engage their audience and build communities. I believe this social media strategy is definitely a success approach.
This is a very interesting article. This article highlights the Consumer’s Emotional Attachment to brand and logos. The great example raised is GAP clothing retailer changing its logo unannounced causing customers to feel betrayed. Again, we can now see how loyal customers are. If they like a product or a particular brand, they do not want any changes to the brand image, logos etc all because they have trusted that particular brand. Again, marketers needs to work on creating an emotional link between their customers and their brands they are about to promote. But before making any changes they need to know who they are and what they need to do to maintain their customers and not lose them.
"It is true that there are some companies, who can survive with unhappy customers for some time, but sooner or later they have to face the judgement day, and shift their business to some other places or leave that forever. Its affect must be understood by business owner, as it is highly important to provide their customers with smart services and quality products to win over them, and keep them devoted towards their business."
This article demonstrates the importance of how consumer engagement create advantage to companies like high financial returns, build great relationships with consumers and also a long term brand value. But in order to accomplish this is to make sure that companies involve consumers and also to correlate with them and make sure that they satisfy their needs and wants.
Social Media like Facebook for instance is one of the greatest examples of consumer engagement. Most organisations nowadays uses facebook to market their products, not only that is free of charge but it allows consumers to give feedback about the quality of product they have consumed and now every detail of a particular predict is within the reach of any potential customers. Feedbacks will not always be positive there are negative comments or consumers who are not satisfied with products they have purchased. So in this case, companies will do anything to overcome this matter and make sure that they continue to strong relationships with their consumers.
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