7 UP PepsiCo Marketing Communication Strategy

7 UP -
PEPSICO MARKETING COMMUNICATION

Table of Contents
WHAT IS THIS ALL ABOUT?....................................................................................................................2
WHERE ARE WE?...................................................................................................................................2
WHO ARE WE COMMUNICATING WITH?..............................................................................................5
WHY ARE WE COMMUNICATING?.........................................................................................................5
WHAT ARE WE COMMUNICATING?......................................................................................................5
HOW WILL WE COMMUNICATE?...........................................................................................................6
HOW WILL WE KNOW IF IT WORKS?.....................................................................................................7
REFERENCES..........................................................................................................................................9
1

WHAT IS THIS ALL ABOUT?
Marketing Communication act as an effective channel to reach the desired market for
making the people or target population aware about the brand and build a reputable
position in the market (Shen, et al. 2016). This formative report focuses on the 7 UP brand
idealising the company’s communication for marketing of its products successfully and
rigorously in the market.
WHERE ARE WE?
Company Background
7 UP is a product brand of PepsiCo one of the renowned food and beverage company.
PepsiCo is US brand manufacturing many products such as snack foods, beverages etc. It
has a strong brand image in the global and domestic market due to its variety of products
such as Frito Lays, Diet Pepsi, Tropicana beverages etc. In total, the company is having 22
PepsiCo brands (PepsiCo India, 2018). Currently, PepsiCo is having a lower market share in
terms of selling carbonated drinks with an inferior and weak marketing communication.
[Source: http://www.pepsico.com/About]
2
Communication enables to identify and visualise an image of the
Brand outline its product quality and act as a source to aware and
acknowledge people about the different offerings.