Digital Marketing Strategy for Slice Brand of PepsiCo

Assessment 3
Organization Name:
Product/Service:
Student Name/No:
Date Submitted:
Word Count:
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Table of Contents
Section One: Buyer Persona.......................................................................................................4
Section Two: Objectives............................................................................................................9
Section Three: Strategy Statement...........................................................................................11
Section Four: Strategy..............................................................................................................12
Section Five: Conclusion.........................................................................................................17
Reference List..........................................................................................................................18
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Executive Summary
This report is about the digital marketing strategy for the Slice brand of PepsiCo company.
The ideal customer for the PepsiCo product Slice is mostly children under the age of 15.
Although the soft drink product Slice is enjoyed by people of all ages, it is most popular
among children due to its sweet mango flavour. Apart from children, adults, especially
females prefer Slice more than male adults who prefer other products. Based on the customer
profile various smart objectives have been presented against which appropriate strategies
have been built. The report provides a conclusive view on the use of social media platforms
for promoting Slice and also improve the quality and flavour of their product based on
customer feedback. The three social media strategies used by slice can be used using the right
tactics. The use of celebrity ad campaign can be launched, but instead of using international
celebrities and public figures, they can hire national and local facilities based on the country
or region in which they are promoting.
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SECTION ONE: BUYER PERSONA
The identification and profiling of the target customers of Slice have been mentioned below
for developing a journey mapping of the buyer. However, as the customers are identified
through digital space, demographics of the customers have not been used as it is quite
meaningless in the digital context (Cruz & Karatzas, 2016). For understanding the buyer
persona, the various elements of their identity and profile have been mentioned in the
customer journey mapping table presented below.
Element Content
Who
The ideal customer for the PepsiCo product Slice is mostly children
under the age of 15. Although the soft drink product Slice is enjoyed by
people of all ages, it is most popular among children due to its sweet
mango flavour. Apart from children, adults, especially females prefer
Slice more than male adults who prefer other products. Additionally, as
Slice is a cold drink and has a mango flavour, it is also popular among
people of countries that have a warmer climate compared to countries
that have cold weather. It is quite a favorite drink in countries like India
due to its hot and humid climate and people who suffer the heat during
the day time, especially children prefer a chilled mango drink to quench
their thirst.
What As most prevalent in countries with warmer climates, the buyer persona
has some specific goals based on their geographic location and culture
(Newberry & Collins, 2017). The primary goal of the buyer persona is to
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Element Content
quench their thirst in the hot and humid weather with a cold beverage.
However, there are multiple choices of soft drinks to fulfil their goal.
However, as mango is a trendy fruit in countries like India, a cold
beverage flavoured like mango is very useful in the hot summer days.
Also, as people sweat a lot in the summer, a refreshing drink is very
rejuvenating for them, and the added sugar in the beverage acts as a
source of energy for the ideal target customers of the product.
Where
Presently in the digital world, an internet presence is very high in almost
all countries. Even in developing countries like India, the use of the
internet and social media is also growing, and due to its vast population,
it has one of the highest per day social media activities in the world
(Gamble, 2018). As the product Slice is mostly targeted towards children
and young adults, they are almost available in the online social platform
through their smartphones and not so much active in traditional
marketing mediums like television, radio, banner and hoardings.
Compared to their online presence, their offline presence is not so much
and using social media marketing strategy is much more useful for the
target customer group.
Content Social media is a wild combination of multiple contents, and it is tough
to pin out any specific content that the buyer persona might prefer.
However, based on the demographics and culture, a moderate estimation
is possible about their preference of content (Anderl, Becker, Von
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Element Content
Wangenheim & Schumann, 2016). As the target customer of Slice is
mostly young people, they are much more interested in pop culture and
western culture. Additionally, they also have a keen interest in the
celebrity gossips of movie stars, singers and tv actors. This type of
preference can be used to gain their attention and use it to promote the
product and brand name through social media marketing.
Channels
The channels through which the organization can promote their brand
name and product are mostly social media platforms and some other
traditional forms of marketing channels. As almost 75% of the world
population is available on Facebook and 37% on Twitter, using these two
social network channels to reach out to the target customers is the best
way to promote the product (Rosenbaum, Otalora& Ramírez, 2017).
Additionally, they can also use other traditional channels like television
ad which still has quite a reach in the target customer persona.
Trust
touchpoints
As the target customer persona mostly prefers content based on pop
culture and celebrity lifestyles, using recognised and well-known
celebrities and movie stars in advertising campaigns in the social media
is very useful to gain the attention of the public. Using these ad
campaigns in social media as well as other traditional medium is useful
for brand promotion and recognition. Using a social media platform with
the preferred content of the target customers is the best way to create
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