05 Oct DISRUPTIVE MARKETING PLAN (PEPSICO).? Based on the approval granted for the Disruptive Marketing Plan: Brand Proposal Paper Assignment, you will complete a 20 PAGE paper on Pepsico’s ?d

APA Papers 1

7

Liberty University

BUSI745

Disruptive Marketing Plan

Name

Date

Indent first sentence of each paragraph – tell the reader what this paper is about…remember that you are provide a specific consumer brand offering / service. This is a disruptive marketing plan for the United States only. Do not discuss global expansion in this paper.

Disruptive Brand Plan

Identify a brand that you would like to change their approach to their marketing and/or business practices. This must be a consumer tangible product OR a service company. Here are some examples, a cruise line that would change the vacation experience for the customers. You want everyone to talk about their experience and share with their friends and family (word of mouth). Or it could be a company that changes to all ‘green’ and that drives more interest and marketing coverage for this brand.

Marketing Mix

Discuss here the 4Ps that would have to be modified to make these changes. At this point it is very high-level. Remember that these changes the mix must be affordable. You cannot say for example that you are a car brand that is going to give a cruise to everyone that buys your vehicle…that could bankrupt a company. But what would change below? The product itself? Would the price have to change? Would you distribute this differently (place of purchase)? And then how would you promote this ‘disrupted’ product differently?

Product

Brief recap of the key attributes of this product identified above today and how it might change.

Price

Today’s pricing is discussed here. Provide the exact price of your product and the source. If it is sold in multiple locations, provide three examples of pricing found via your research. How might this have to change?

Distribution (Place)

Current distribution plan for this product. This is where consumers can buy your product. If your product is sold at several online and brick & mortar locations – provide at least five examples.

Promotion / Communications

How does this brand communicate their brand offering today? How would you improve this? You may use this submission (based on feedback you receive) as the start of your week seven paper.

Market Segments – Current Target Market

What are the target market(s) that this brand is now focusing on…

New Primary and New Secondary Target Market

Identify two new segments that you recommend your brand goes after.

New Primary Target Market

The new target market that this product should focus on is …..the overall size of this new opportunity is…focus FIRST on demographics and then you can go into other specific psychographic traits.

New Secondary Target Market

The second new target market that this product should focus on is …..the overall size of this new opportunity is… focus FIRST on demographics and then you can go into other specific psychographic traits.

Demographic & Economic Trends

Describe some supporting external trends that are making this change needed by your company.

Analyzing the Consumer Market

Social Factors

How are customer behaviors changing that would support this change.

Psychological Factors

Ourxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Customer Needs

What needs does this product satisfy today for consumers? What else could they do to disrupt the marketplace and over achieve on delivering customer’s needs?

Positioning

The new positioning statement for this brand is…

Competition

You must review competitors in this format

Criteria for Comparison	Your BRAND	Your BRAND After This New Disruptive Idea is Launched	Competitor # 1 – name that brand
Price – MSRP Range
Product Unique Attributes
Placement – points of distribution
Promotion – where / how do they advertise
Other Items of Comparison (replace with YOUR comparison point)

Finally discuss what changes you would recommend to take to beat your competition. Remember, APA does not allow first person – so your response should be statements like this – ‘Starbucks should start home delivery…’ or whatever your creative new ideas are and of course, your instructor expect academic support for your new ideas!

Market Research Plans

Describe how you would conduct market research for this new idea. Base this on your taking over the responsibility for this brand in the marketplace. What kind of market research would you like to conduct and why? Where would you conduct this research in the United States (one location or multiple locations)? Time of year for research event if that matters.

Promotion Plans

Based on your brand’s disruptive idea, what are your plans?

Social Marketing

What does this brand do today to support social media marketing? What would you recommend that they do that perhaps they are not doing today?

Public Relations

What plans would you have to get ‘free’ publicity? What are your key ideas to get television and print exposure via non-paid media? What are the risks and benefits for you?

Traditional Marketing

Advertising Plan for your customers – billboards, television, radio, and other traditional marketing approaches.

Financial Viability of Plan

Based on your brand’s disruptive idea, how does this make financial sense? Think about what you would tell the Financial Team at your company. This is not a finance class, but they are NOT going to approve this unless you can convey clearly / crisply why this is a financially suited idea. What could happen if this is NOT launched? Don’t forget you are ‘disrupting’ their financial world – so ‘market’ this well to your numbers people!

Relationship Marketing

Building relationships with your customer base is omnipotent in business. How does this idea support closer relationships with your customer base?

Socially Responsible Marketing

In the marketing for this brand – in regards to societal marketing – what would you recommend that your brand does to give back?

Student May Add New Topic Here

Use this template strictly. However, you may desire to cover new ground that is not listed here. No problem, add your new sections in APA style between Socially Responsible Marketing and Christian Integration for Brand.

Christian Integration for Brand

Describe what you would do to make this a Christian brand? Think about other companies that live the Christian values like Chick-Fil-A which is closed on Sunday. What would you do to deliver Christian values for your brand?

Recommendations

If you were named the brand manager for this product/service tomorrow – what key actions would you recommend based on all you learned about this brand over the past few weeks?

Conclusion

In summary, xxxxxxxxxxxxx xxxxxxxxxxxxx – should be no more than 6,500 words. Page count is from Introduction to Conclusion only.

References

You need Marketing Journals to support your paper – read grading rubric. Use authored sources primarily. You may use some of your readings from this semester, BUT you also need TEN new scholarly sources for this paper. Validate that every reference listed here is clearly cited within your paper. Your instructor will be checking this – so before you submit, please perform your due diligence.

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Disruptive Marketing Plan 1

Disruptive Marketing Plan 9

BUSI 745

Introduction

Brand marketing promotes products and services by highlighting the brand as a whole. Brand marketing aims to develop a connection between an organization’s identity, beliefs, and personality and its target audience through targeted, successful brand communication. A brand is an intermediary between an organization’s product and target market.

Additionally, different companies have employed different marketing strategies for a long time. Therefore, the marketing plan used by one company will not be the same as the company’s competitors. This is usually a tough decision because the strategy one uses is what determines the perception by the consumers and whether it will fall or not. Therefore, this paper will focus on a failing consumer product and marketing strategies that can be employed to pull it back up. The product to be discussed is Pepsi.

Disruptive Brand Plan

A disruptive marketing strategy aims to ensure that the company's main stakeholders receive market-based value creation by possessing valuable marketing initiatives that thrive in applications within one division or organizational analysis, then spread relentlessly to all other internal departments or functions, and finally link with external companies. (Hult & Ketchen, 2017). PepsiCo's brand marketing failures led to its decline over the years. They had significant potential to go big in 2015; however, they did not push themselves enough to take the opportunity. As a result, they did not realize their marketing potential. Pepsi made a mistake by neglecting to declare 2015 the Year of Pepsi and failing to recognize the full marketing potential for the fictitious product. The Back to the Future Trilogy, which brought in close to $1.3 billion from ticket sales worldwide, is by no means a cult classic, and the soft drink industry could have quickly benefited from the popularity of the series.

The public's awareness of the Pepsi Perfect product is so low that it barely registers on the radar, which contrasts sharply with the popularity of the Back to the Future movies.

If the company had realized this potential and taken advantage to promote it, such as harnessing cutting new edge technology, the soft drink would have surpassed Coca-Cola sales. Every credible media outlet, including major players CNN, ABC, The Telegraph, National Geographic, BBC, USA Today, and The New York Times, published articles contrasting the future depicted in Back to the Future II with the present. Each of these mentions provided an opportunity for Pepsi Perfect to receive a free advertisement (Cummings, 2015). They should have taken advantage of this as a disruptive brand plan to promote themselves and thus grow in sales and stature. Harnessing cutting-edge technology would have been very efficient as a disruptive branding plan. A corporation has a chance to establish itself as an industry-leading brand when it utilizes advanced technology before its rivals. This would also have pushed them a big step up the soft drink ladder (Bingham, 2022).

Marketing Mix

The marketing mix is a company's set of activities or approaches used to sell its brand or product. The four Ps compose a standard marketing mix: pricing, product, promotion, and location. Each element of the marketing mix influences the others. They design the business plan for a firm and, if implemented well, can result in significant success. However, if mishandled, it might take years for the company to recover. The marketing mix involves a substantial amount of comprehension, market research, and collaboration with numerous parties, including users, traders, and producers (Young, 2017).

Product

This P relates to the advertised product. The company's outputs that are made available to the public are identified in this marketing mix component. The Pepsi-Cola Company created all the early goods that PepsiCo sold under the Pepsi brand. While PepsiCo sells various products, such as bottled water and snacks, its soft drinks are the most well-known. The primary flavor and distinctive selling proposition of Pepsi Strong are "Strong Impact" refreshments through strong carbonation and strong caffeine.

Additionally, Pepsi tastes fantastic and strikes a wonderful balance between sweetness and drinkability. Changes could be made to enhance this product by making the product as unique as possible. Considering that the soft drink is usually associated with cola, many people will tend to go for the Coca-Cola brand because it is more renowned.

Price

Prices at PepsiCo vary widely because the corporation offers a diverse range of products. This indicates that it has many brand names and product lines. This component of the marketing mix evaluates pricing strategies. Focusing on the soft drink sector, the prices are getting higher daily. In Denmark, a Pepsi can go for 3.17 dollars. In Switzerland, it goes for 4.21 dollars; in Norway, it goes for 3 dollars. PepsiCo has acknowledged that it might opt to raise its pricing even more in the upcoming months. Due to the global factors driving up prices everywhere, the beverage industry giant is facing increased ingredient and transportation costs and may be forced to pass these costs to the consumer (Rafael, 2022). To increase the company's sales, it would be advisable to lower the prices of the item. This would make people opt to buy it over Coca-Cola due to the price. With time, Pepsi will get more consumers not only because of the low price but also because of the taste and feeling it offers.

Place/Distribution

Most PepsiCo products are sold in grocery stores, convenience stores, and supermarkets. T-shirts and tumblers with the PepsiCo logo are still available to customers in stores and online. This part of the marketing mix states that the bulk of PepsiCo's product distribution channels is non-online retailers. If the business made some adjustments, it could earn significantly more money and function better than it does now. To determine if its sales would grow, the corporation could invest more in bringing its products into the online market.

Promotion/ Communication

Given the rise of social and mobile, even the most established companies are being forced to revise their marketing plans. Pepsi has embraced technology and developed a viable goal strategy to connect with the millennials, who will soon become the greatest consumer group in the history of the United States. As a result, Pepsi has embraced social media for business, while many other companies are still hesitant.

Even though the company has heavily invested in online campaigns for its products, it has failed miserably. For example, in 2017, the company used Kendall Jenner to do a commercial for them and was later pulled off less than 24 hours after it got on the internet affecting the company’s sales. If changes were to be made to make it a success, the same strategy could have been used to market the brands. It only needed a different online commercial that would use a celebrity who does not have damaging controversies, such as Kendall. The company could also host shows and events featuring various celebrities and even pay them to do videos while they show off and use Pepsi products.

Target Market

PepsiCo is recognized for segmenting its market depending on age, with those between the ages of 15 and 45 being most of the market (Rafael, 2022). This is because they are still in good health, don't mind drinking fizzy beverages, and only choose to buy PepsiCo's original products. The future target market will still focus on individuals aged 15 and 45 because they can handle carbonated drinks. To promote the growth of PepsiCo, the company should also try and reach people past the said age bracket. They can increase sales by venturing into other sectors such as sports kits, light shoes, and sandals that the aged can comfortably wear. Comment by Janis McFaul: 1263-words

References Bingham, J. (2022). Three disruptive marketing examples and why they work. BKA Content. https://www.bkacontent.com/3-disruptive-marketing-examples-and-why-they-work/ Cummings M. (2015). Pepsi imperfect – A marketing failure 25 years in the making | Bridge. https://www.thebridgecorp.com/pepsi-imperfect/ Hult, G. T. M., & Ketchen, D. J. (2017). Disruptive marketing strategy – AMS review. SpringerLink. Retrieved from https://link.springer.com/article/10.1007/s13162-017-0097-4 Rafael, G. (2022). Pepsi warns that prices may continue to rise. Diario AS. https://en.as.com/latest_news/pepsi-warns-that-prices-may-continue-to-rise-n/ Young, J. (2017). PepsiCo’s marketing mix (4Ps) analysis. Panmore Institute. https://panmore.com/pepsico-marketing-mix-4ps-analysis