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Rescooped by Aleisha Snell from Objectives and Promotional Budgeting
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PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail

PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail | programs, planning, objectives, budgets, measuring success | Scoop.it
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's insight:

PepsiCo has been focusing in an area that has potentially done more bad then good, they have struggled to maintain their image when compared to similar products such as coke. However with the help of Nooyi, it is evident from this article that her help is subtly increasing PepsiCo's financial and market base within society.

 

The brand has invested more, which this artlce outlines. One of the best investment decisions i feel that PepsiCo has made was the deal with Simon Cowell- regarding the Xfactor. Along side this PepsiCo will be returning to the superbowl via softdrink advertising.

 

For a company that had been 'behind the scenes' for a good portion of time, is doing its best to come back on top or inline with Coca-cola. Personlly with a brand as big as coca-cola it will be a challenge however this article outines that 'there is change taking place' and if they cut back their budgets in the correct areas and think strategically i feel that this could be a good goal for PepsiCo. By exapnding their share market and attracting more countries would really help boost the company and the size of their market.

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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 Aleisha Snell from Understanding Integration
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Companies Still Struggling With Mobile Integration | Loyalty360.org

Companies Still Struggling With Mobile Integration | Loyalty360.org | programs, planning, objectives, budgets, measuring success | Scoop.it
Recent studies show that mobile expansion remains a high-to-critical priority for more than 60% of today's leading organizations.
Aleisha Snell's insight:

Mobile companies are a high piece of technology that is only expanding day to day. However, this article shows that companies are struggling with mobile intergation.

Yes the mobile is beneficial in regards to communication with customers and loyalty as well as employee productitvity, however the adaption process for many companies are proving to be difficult. The amount of users are rapidly changing and companies are struggling to successfully cover all areas such as "lack of understanding, evolving technologies, regulatory compliance, integration and management complexities, resources, time and focus, and unique business needs'' companies are struggling to manage mobiles as well as focusing on the 'core of businesses.'


Companies who don't choose the right partnerships are going to find it hard to be successful to adapt to the demand. Ultimatley companies are interested in this integration as they will have a successful relationship and communication with their customers. These businesses would also benefit from this, as this allows them to enter in on their customers lifestyle and their lifecycle - ableing them to connect on a more personal manner.

There are many rules and guidelines outlined in this article however if done correctly businesses who integrate through channels would become better off.

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Ashleigh Nicol's comment, August 19, 2013 4:59 AM
I think mobile phones and particularly smart phones is a very relevant topic in this technological day and age. I can also see how its integration could potentially be difficult as they are forever changing, creating fragmentation for the consumers. I think with a largely technological product that is constantly changing at a rapid rate it is incredibly hard to cover all markets as well as compete with the huge amount of competition that has saturated the mobile phone market. Partnerships would be a great help in this case as it can give the product some differentiation and make it more appealing to an already brand loyal consumer.
Gregory Farr's comment, August 21, 2013 7:13 AM
Mobile phones are increasing popular with people today and Mobile and tablets are predicted to overtake computers as the primary way to search the internet. Not all websites can be accessed by mobiles because they cannot read basic html coding. The article mentions how many companies are struggling to keep up to date with the current mobile web surfing. Although it sounds like bad news for companies and a lot of work to upgrade the websites or even more complicated and expensive to create a stand alone Application for the company it also opens a lot of room for potential. Companies that react quicker than opposition have a chance to snatch market share from competition. However it will be a lot like the world was when the internet became popular it took companies a while for websites to be considered the norm in that i believe within five years most companies if not all that have a website will be accessible from mobile phones and Apps will be considered the norm within online marketing