IMC - Milestone 1
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Rescooped by Finau Tuipulotu from programs, planning, objectives, budgets, measuring success!

PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail

PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail | IMC - Milestone 1 |
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.

Via Eden, Aleisha Snell
Finau Tuipulotu's insight:

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.

Gregory Farr's comment, August 21, 2013 6:44 AM
I think an important part of this article is even though Pepsi-co has made a few errors in the past and has lost market share towards coca-cola but they have been able to pinpoint where the mistakes have come from and make appropriate plans in order to try compete more successfully against coca cola. Pepsi was able to locate they had lost support from loyal customers because they had over focused on healthier ranges and spending less time on the more original brands like Pepsi itself. Missing the Superbowl advertisement after 23 years would have been a shock to these loyal fans and they would wonder does pepsi care about them less. The good news is Pepsi can now plan and prepare and have decided to invest more money into the advertising which shows why its not just important to plan marketing promotions but also afterwards evaluate the success and then further plan where to move on from here. Therefore this article shows that even though Pepsi has made mistakes they have the right idea within planning and evaluating promotions.
Savanna Steele's comment, August 22, 2013 7:43 PM
This article is interesting, I had always been lead to believe that pepsi had be fighting to dominate the market against Coca-Cola, however in this article Pepsi actually stepped back from promoting its soft drinks through pulling out of advertising opportunities and major partnership deals. It was stated because they wanted to focus on there other products however, by doing so there share of the market dropped dramatically. Now they have the challenge of trying to regain the share market they loss and make up for the profit loss.
Anna Bairstow's comment, August 22, 2013 11:30 PM
This is an interesting read, Finau! I've always been intrigued about the competition between Pepsi and Coca-Cola. Completely agree with you and Savanna's insight on this article. Pepsi will really need to step up their marketing strategy if they want to gain more popularity and generate more sales than their competing brand Coca-Cola. More brand building and brand identity is needed in order for people to trust and become loyal to the Pepsi brand over Coke. They can put all the money they want into various advertising campaigns, but they need to get the message right to effectively communicate and connect with consumers, as Coca-Cola does so successfully!
Rescooped by Finau Tuipulotu from Integrated Marketing Communications!

What is IMC?

What is IMC? | IMC - Milestone 1 |
Whenever I think of Integrated Marketing and Communications (IMC) I like to use the example of riding a bicycle. We all know that in order to actually ride that bicycle and to reach your destinatio...

Via Mahmood Shiblaq
Finau Tuipulotu's insight:

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.

Savanna Steele's comment, August 22, 2013 5:30 PM
The example of IMC acting like a bicycle in terms of working collaboratively, is a great example of how IMC should be implemented. Ensuring that the media avenues used are suitable in terms of what the brand stands for. Furthermore the key is to ensure that the message of your brand is clearly defined to all media sources, ensuring that the same message is being portrayed across all areas. This article states that IMC is a full 360 campaign, which should be the goal for every company to aspire towards as it increases ROI and customer interactions.
Anna Bairstow's comment, August 22, 2013 11:46 PM
This is a straight forward, yet effective article about the conecpt of Integrated Marketing Communications (IMC) that you have chosen Finau. I agree with the article when it explains that IMC is a combination of disciplines that work together to effectively reach a common goal, which simply comes down to being the consumer. I now understand from reading this article that IMC essentially involves a combination of three factors which are: traditional marketing disciplines, communications disciplines and technology. These are all crucial factors to consider in order to successfully reach and communicate with audiences through this IMC approach.
Rescooped by Finau Tuipulotu from Brand Strategy and Marketing!

Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | IMC - Milestone 1 |
I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?

Via Rebecca Downing
Finau Tuipulotu's insight:

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.

Ta-Ral Jhagroo's curator insight, March 20, 2013 8:38 PM

In business the way your brand is perceived is a huge indicator of the popularity of your product and in turn how it will sell. I strongly agree that the changing role of influence has a large part to do with this. Influence is something that is always changing with the times affected by various things. It pays to always have the brand on the right side of the influence. The impact of social media had become the largest way that companies can influence a brands reputation. Social media is all around us and is constantly being screened in front of potential customers. It is easy for social media to influence how people view bands in a negative, or a positive way. The presence of brand experience is also a factor with household brand names normally having influences with good connotations attached. Overall, the reputation of a brand is a very powerful thing, instilling psychological attachments in the minds of consumers can prove to keep customer loyalty, meaning that the customer will be more likely to come back and purchase your products.

Willicia Spider-Silva Vake's curator insight, March 20, 2013 8:50 PM

This article explains the influence power that a brand can have over its consumers. Marketing and communication have evolved over the years, thus the importance in understanding today's marketing and communication is integral for businesses.


I feel that brand power control's the influence flow between B2C. By harnessing that influence power businesses are able to communiacte with their consumers needs and expectations.


Think of one of your favourite brands, why do you prefer that brand? How has brand communication influenced your choice?





Rescooped by Finau Tuipulotu from IMC Understanding Integration!

American Idol's use of IMC | "Buy the Way…" Insights on Integrated ...

American Idol's use of IMC | "Buy the Way…" Insights on Integrated ... | IMC - Milestone 1 |
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!

Via Mike Kirkwood
Finau Tuipulotu's insight:

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.

Parambir Singh's comment, August 21, 2013 11:07 AM
Parl Harrington has brought forward a very interesting article on how brands practices IMC as a very effective measure for engaging the target audience through different available medias. The article views that how American Idol did used IMC for integration and engaging its audience for making it a grand success. It provided its audience with a vast choice to vote for the contestants through different social mediums like cellular networks, facebook, twitter and many other web portals. This single article focuses on many different dimensions of Integrated Marketing Communications.
Savanna Steele's comment, August 22, 2013 5:11 PM
What was interesting was that they mentioned that they receive both negative and positive feedback via social media, but most were entertaining. Even when there are negative comments made, the audience is encouraged to express their views, as interacting with the website and posting comments is the main focus. This article stated that American Idol began in 2002, and when we think about what social media was like back then compared to now, there has been dramatic changes, and the show has moved with that change integrating avenues for social interaction through the social media. Social media is the key the show to create a more personal connection with their audience.
Anna Bairstow's comment, August 22, 2013 11:38 PM
American Idol is the perfect example when it comes to the use of effective intergrated marketing communication (IMC). This is a good choice of article, Finau. Not only is the entertainment factor the key to it's success, but one of the main reasons American Idol has top ratings is because of it's clever marketing strategies. Like Savanna mentioned, the way it communicates to audiences and allows interaction and viewers to participate through voting, helps to generate interest and keep the attention of loyal viewers. It's Facebook, app, website, Twitter and other social media platforms all help to engage with viewers and to keep the experience of watching the show fun and almost addictive.
Rescooped by Finau Tuipulotu from Branding and IMC!

Consumer Emotional Attachment to Brands and Logos | JUST™ Creative

Consumer Emotional Attachment to Brands and Logos | JUST™ Creative | IMC - Milestone 1 |
This is a guest post by Alisa Gilbert* exploring the recent United Airlines & GAP rebrandings and how consumer emotional attachment played its

Via Victoria Sweeney
Finau Tuipulotu's insight:

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.  

Savanna Steele's comment, August 22, 2013 6:13 PM
This article I believe emphasises the importance of creating a strong foundation for a brand which includes the logo. In order for customers to build on their emotional attachment towards the brand their needs and wants must be fulfilled, but once that emotional attachment is made it is important to not make dramatic changes to the brand as you may loss or create angry amongst your loyal consumers, as an example the GAP logo as discussed in the article.
Anna Bairstow's comment, August 22, 2013 11:56 PM
This was a really interesting read and a good choice of article to illustrate the importance of brand loyalty and careful management. Consumers emotional attatchment to brands shows that a brand is doing something right, and this is most likely due to the use of successful marketing strategies and brand building. Like the article says, I think that the visual component of branding such as the logo, name and slogan, such as Nike - 'Just Do It', helps significantly in keeping devoted customers while generating new audiences, by acting as the face and identity of the brand. As you and Savanna said, dramatic changes to the brand could have an adverse effect and potentially result in a loss of customers loyalty and consequently decrease sales and a loss of profit.
Rescooped by Finau Tuipulotu from Assignment 2!

Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | IMC - Milestone 1 |

"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."

Via Keane Orchard, Jaimee_raymond
Finau Tuipulotu's insight:

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.

Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.