FINAL ACCESSMENT Module: Advertising Student's Signature: NGUYEN PHAM KY NAM

PepsiCo products are consumed in more than 200 nations and territories. PepsiCo's supplementary food and beverage line generated more than $70 billion u.s. dollars in revenue in 2020, from Snack food to Pepsi to Trop. PepsiCo's 23 brands are estimated to generate more than $1 billion in yearly retail sales. Pepsi Max became the most popular Pepsi beverage in the world by the end of 1994 when it was distributed in more than 20 countries. There are several Pepsi Max promos available, including those for bottles and cans.

FINAL ACCESSMENT
Module: ADVERTISING
Code: MKT3038
PJ1 Advertising Campaign Plan
Ho Chi Minh City, November 2021
EXECUTIVE
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Student: NGUYEN PHAM KY NAM
Student ID: 1705025031
Northampton Student ID: 22403585
Cohort: K57NO
Semester: I
Academic year: 2020-2021
Headteacher: Nguyen Xuan Minh
Submission date: 15 December 2021
Student’s signature:
FOR EXAMINERS ONLY
Grade (in number):
………………..
Grade (in words):
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Examiner 1
(Signature & Fullname)
………………..
Examiner 2
(Signature & Fullname)
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After doing a thorough review of the company's history, target market, and other relevant
criteria, the advertising strategy will begin.
In the second portion, we'll look through some of the campaign's most important business
goals and figure out how to translate them into communication objectives. Strategic
actions will be established at this point using a 3Ps plan.
The final element of the integrated advertising campaign will cover all of the platforms
and the material that will be utilized for each. Academic theories will be used to argue the
use of appeals and the usefulness of various platforms when generating content.
In the fourth section, we'll talk about how to put the plan into action for ads on the
aforementioned platforms and go over some of the best practices for monitoring and
controlling them.
As a final step, the campaign will present a sample budget allocation based on prior brand
expenditures, along with the associated activity plans for each season.
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Table of Contents
I. Context Analysis...........................................................................................................3
1.1 Business Analysis.....................................................................................................3
1.2 Customer Analysis....................................................................................................4
1.3 External Analysis......................................................................................................4
1.4 Internal Analysis.......................................................................................................4
II. Marketing communication objectives and strategic actions....................................5
2.1 Business Objectives..................................................................................................5
2.2 Communication Objectives.......................................................................................5
2.3 3Ps of Communication Strategy................................................................................5
III. Coordinated Communication Mix............................................................................6
3.1 TV Commercials.......................................................................................................6
3.2 Digital Channels.......................................................................................................7
3.3 Billboards..................................................................................................................7
IV. Implementation, Control and Evaluation................................................................8
4.1 Implementation.........................................................................................................8
4.1.1 TVC....................................................................................................................8
4.1.2 Digital Channels...............................................................................................10
4.1.3 Billboard...........................................................................................................10
4.2 Control and Evaluation...........................................................................................10
V. Scheduling and Resources........................................................................................11
5.1 Scheduling..............................................................................................................11
5.2 Budget Allocation...................................................................................................11
REFERENCES...............................................................................................................13
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I. Context Analysis
1.1 Business Analysis
Every day, PepsiCo products are consumed in more than 200 nations and territories.
PepsiCo's supplementary food and beverage line generated more than $70 billion u.s.
dollars in revenue in 2020, from Snack food to Pepsi to Trop. PepsiCo's 23 brands are
estimated to generate more than $1 billion in yearly retail sales (Pepsico, 2020)
In 1993, Pepsi Max was released as a rival to Zero Coke in the United Kingdom. In place
of Pepsi and diet Pepsi, a better option, it provided the entire Pepsi flavor to customers
while still being reduced in sugar and calories. Pepsi Max became the most popular Pepsi
beverage in the world by the end of 1994, when it was distributed in more than 20
countries. There are several Pepsi Max promos available, including those for bottles and
cans.
There are already 8.8 million Pepsi Max users in 2020, making it Pepsi's most popular
product. This year, 5.2 million consumers said they drank Pepsi-Cola, while 3.9 million
purchased Diet Pepsi.
Source: Statista
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1.2 Customer Analysis
There are those who want to drink Pepsi Max because they are "extreme," but there are
other people who want to drink it because they want a healthier option. In other words,
they've targeted folks in the 18-34 age range (mostly guys) since they're the healthiest
and most interested in leading healthy lives. Since Pepsi Max is a better-for-you option to
moving sodas and has enormous potential to grow even larger, It is suggested that Pepsi
Max concentrate its marketing efforts on positioning the product as a healthier option to
other drinks.
After Covid-19 , The adage "Health is wealth" has taken on new significance for many
people as a result of Covid-19. There has been a significant increase in consumer interest
in healthy beverages that are intended to benefit both physical and mental health.
(DRINKTEC BLOG-TEAM, 2021). After the pandemic, most of the population not only
in the UK in particular but the whole world in general has realized how important it is to
ensure their own health. This realization could present a bigger competitive opportunity
for Pepsi Max to expand the target audience segment (from all ages) in ord against rival
Zero Coke.
1.3 External Analysis
Pepsi has recently focused on highlighting the company's dedication to good health. That
may seem odd for a company whose main goods are potato chips and soda. Pepsi MAX
has been the focus of all UK Pepsi advertising since 2005, so it's hardly surprising.
Profitability has slowed due to a focus on brand quality and margins, but executives
believe more may be discovered. Pepsi aimed to expand sales by 4-6 percent annually
and increase margins by 0.2-0.3 percentage points. Managers should be able to pick up
where they left off once COVID-19 has passed. Pepsi's 48-year dividend rise run is
impressive, even if it isn't repeated in future decades (Nicholas Hyett, 2020).
However, it's crucial to keep an eye on Pepsi's business strategy, which varies per region.
Depending on the market, it may create items itself or outsource manufacturing to a
licensing partner like Britvic Limited. Investing in factories and equipment has raised risk
and cost for Pepsi, but it has also allowed the company's manufacturing processes to
benefit from scale.
1.4 Internal Analysis
It is also vital to take into account internal issues such as the client company's culture and
the media financial limits. Ideas that don't fit with the total promotional budget or with
the company's imprint may restrict the company's selections in the media channels.
Food generates 54% of PepsiCo's net sales, while beverage generates 46% of the
company's net revenue. For example, Frito-Lay North America and Quaker Foods North
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America are two of the many divisions that make up PepsiCo's global business. Figure 2
illustrates PepsiCo's separate divisions' Net Revenue Percentages (PepsiCo, 2020):
II. Marketing communication objectives and strategic actions
2.1 Business Objectives
Setting advertising and other communication goals should be done from a business
viewpoint (Fill et al., 2013). Businesses should strive to increase their profitability and
expand their market share, according to Binet and Field (2007). Promoting new flavors
and encouraging no-sugar drinkers to experiment with the product are two of the ways
the campaign aims for an 10 percent rise in sales of the product. In addition, the
campaign aims to assist the product gain 15% market share from competitors. In six
months, these two goals will be met.
2.2 Communication Objectives
As part of the Covid-19 pandemic, the first goal is to spread awareness and encourage
individuals to stay at home and care for their families by utilizing love as an emotional
appeal in television and social media advertising. "Sharing is connecting." The
campaign's objective is to increase the number of households that purchase Pepsi Max
products.
An advertising campaign that connects the brand's image to the company's social duty is
the first step. Some of the themes reinforce the company's goal of supporting a healthy
and balanced lifestyle for society. The goal is to attract new customers and develop a
positive reputation.
2.3 3Ps of Communication Strategy
Three main methods of communication may be used after deciding on a target audience
and the position to which the offerings should be linked (Fill et al., 2013, p.95)
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Pull Strategy
With a pull approach, the manufacturer drives its marketing operations toward the
ultimate customers in order to encourage them to purchase their product. A family-
oriented marketing strategy is needed to meet the goals of the pull strategy, which
necessitates an appropriate promotional approach. Television advertising may be the
most effective way to get people to buy Pepsi Max because 95.5 percent of homes in the
UK own a television (BBC, 2013). An advertisement on television will be used to
promote the notion of extending love to one another.
Push Strategy
Sales teams and trade promotions through channels are considered to be part of the "push
strategy," according to Kotler (2017a). By offering bulk discounts to merchants, PepsiCo
may encourage more purchases, which in turn will result in an increase in sales, which
will come from the additional stock and other pull techniques mentioned before.. In order
to further promote Pepsi's product through marketing channels, Pepsi might put more
information about the company's environmental initiatives on packaging and billboards.
According to our findings from the context analysis, companies who employ
environmentally friendly materials in their products must publicize this fact to increase
sales. Pepsi Max's digital billboard displays that provide more information on the
company's environmental policies will help PepsiMax's marketing efforts by attracting
the attention of consumers.
Profile Strategy
It is also hoped that this strategy would help to build an organization's reputation with a
broader community, including the local community, government agencies, as well as
potential customers and clients, and so on (Fill et al., 2013, p.98-99). Pepsi needs to
communicate in a different way to these audiences. According to the firm's
communication goals, they should focus on strengthening the brand's image as a socially
responsible corporation right now. It is proposed that the corporation should use a digital
billboard to promote its improved packaging and safety assurances for society's goods.
Because of this, it would encourage more individuals to invest in the firm.
III. Coordinated Communication Mix
3.1 TV Commercials
To begin, a lighthearted television commercial will be produced to entice families to buy
Pepsi Max. A good TV advertisement will be a tool to help existing consumers as well as
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prospective buyers raise awareness about the message that the brand wants to bring to
them. And a great advertising program will balance attracting new users as well as giving
users the most genuine emotions, because if they want users to pay attention, brands must
know that emotions It is the bridge connecting the brand to the consumers.
Throughout the Covid-19 epidemic's ups and downs, everyone must remember to keep
their distance. As a result, interpersonal contact and interaction has decreased, even
within families. The pandemic made the house feel dismal at first, but soon one of the
four family members fell ill. enough. He walked into a convenience store and saw a Pepsi
Max bottle. He was sleeping when he heard a can being opened and woke up. He wanted
to share the sound of a can opening with his entire family. He fearlessly popped the lid of
a Pepsi Max can in the middle of the house. That sound made their cheeks light up. Pepsi
Max had brought the whole family together. Finally, the words "Pepsi Max - no sugar, no
worries" appear, along with a family opening the can. We've lately realized that sharing
brings people together.
3.2 Digital Channels
Pepsi is a well-known brand that advertises heavily. However, its Facebook page
generates fewer likes and comments than other well-known food and beverage brands. It
has mostly used Facebook to promote products. Facebook has a significant following, as
evidenced by the number of followers. Pepsi frequently promotes promotions on
Facebook. These marketing campaigns aim to enhance revenue (Abhijeet Pratap, 2021)
Pepsi has Instagram accounts. Some target certain markets or items. Instagram allows
you to sell photos and videos. Pepsi has 1.4 million Instagram followers. Though smaller
than Facebook, Instagram has fantastic interaction features. Pepsi's Instagram
engagement outpaces Facebook's. Thousands of likes, replies, and comments adorn
Pepsi's posts. This shows great engagement. es. We can construct "sharing is connecting"
image sequences on Pepsi's Instagram feed. Pepsi can share photos or images regarding
sharing and connecting. For example, a sequence of photos of families enjoying Pepsi
Max with the text "Fun with Pepsi Max"
3.3 Billboards
According to Fill et al (2014), outdoor advertising has a high frequency and a high
audience reach. Digital billboards will be installed in a variety of locations in order to
reach as many people as feasible. Integrated digital billboards allow marketers to quickly
adjust their campaigns and give the organization the ability to adapt to market changes
(Fill et al., 2013, p.235). Place these billboards on major roads that go to well-known
attractions. Large towns such as Manchester, Liverpool Harbor, and London's street
corners are suitable choices for print or broadcast. The billboards in the open air are
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clearly visible in these cities because the streets are so congested. The image on the
billboard can have an impact on consumer interest. Modern colors and visuals of hands
exchanging Pepsi Max cans can be used to convey the message. "No more fear Covid, we
have Pepsi Max" or "With Pepsi Max, we are loved" might be the text on the billboard.
IV. Implementation, Control and Evaluation
4.1 Implementation
4.1.1 TVC
In the United Kingdom, several television stations will have the greatest number of
viewers in 2019 and 2021, as seen in Figures below.
Source: Statista (2019)
Channels 4 and 5 will air the commercials on television. For the third quarter of 2019,
Statista (2019) has provided a breakdown of the UK's most popular television networks'
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quarterly audience reach.
Source: Statista (2021)
The BBC 1, 2 are the leading channels in terms of quarterly reach, although these
channels do not allow the commercial to be displayed (BBC Television, 2021). So, to
reach the target demographic, the ads should be displayed on ITV. These classic football
matches are often shown on ITV. The campaign would target both regular consumers and
football aficionados..
According to the Ofcom Communications Market Report (2016), the most popular
watching times for audiences are between 8.30pm and 10pm on weekdays
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4.1.2 Digital Channels
Prior to airing TV advertising, the social media campaign will begin one month earlier in
order to connect and engage customers. With the help of social media, businesses can
better understand what their consumers are looking for and build stronger relationships
with them (Fill et al., 2013). For the remainder of the year (during peak consumption
period), the ad will remain in place to convert the campaign's audience into income by
linking to an online retailer.
4.1.3 Billboard
Pepsi Max ads will be shown on the sole screen used for commercial advertising in
London, the capital city of the United Kingdom and often referred to as the finest city in
the world, is a cosmopolitan melting pot rich in history and culture. With a total
population of over 9.4 million, the city is the busiest region in the United Kingdom. For
two weeks after the first quarter, the digital billboard will be on display to help television
commercials in their efforts to build tremendous awareness before social media can
engage with customers and convert its reach into purchases
4.2 Control and Evaluation
It will be interesting to observe how the company's objective of 10% growth in revenue is
achieved. After each transaction, customers will be asked to complete online surveys to
assess the platforms' efficiency. To raise awareness, contemporary technologies should be
used to examine data from digital platforms including engagement rates, audience reach,
and sales leads. Assess the conversion rate based on the data collected. To understand
more about its market share and the best platforms to leverage for its upcoming
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campaign. After the promotion, consumers will be surveyed to see if Pepsi Max was their
favorite sugar-free beverage.
V. Scheduling and Resources
5.1 Scheduling
The campaign should be run in accordance with the following timeframe, based on the
analysis of each platform:
PEPSI MAX SCHEDULING TIMEFRAME
JULY AUGUST SEPT OCT NOV DECEMBER
TVC
Channel 4 x x
Channel 5 x x
ITV x
Social Media
Facebook x x x x x x
Instagram x x x x x x
Billboard
London X X X X X X
5.2 Budget Allocation
According to estimates from other sources, PepsiCo spent over 224 million dollars in
2019 in the United States on advertising the Pepsi brand alone. (Statista, 2021). Assume
Pepsi UK decide that his campaign's budget is mostly unchanged.
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TVC
50%
Digital Channel
20%
Billboard
30%
Budget for Pepsi Max Campaign
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REFERENCE
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<https://www.statista.com/statistics/286547/pepsico-advertising-spending-worldwide/>
[Accessed 15 December 2021].
Hargreaves Lansdown. 2021. PepsiCo - Covid impact felt in beverages. [online]
Available at: <https://www.hl.co.uk/shares/share-research/202007/pepsico-covid-impact-
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PepsiCo, Inc. Official Website. 2021. About the Company. [online] Available at:
<https://www.pepsico.com/about/about-the-company> [Accessed 15 December 2021].
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<https://www.britannica.com/topic/PepsiCo-Inc> [Accessed 15 December 2021].
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<https://www.ukessays.com/essays/marketing/marketing-assessment-of-pepsi-max.php>
[Accessed 15 December 2021]
beveragedaily.com. 2021. Soft drink sugar drops by 29% in the UK. [online] Available
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in-the-UK> [Accessed 15 December 2021].
Blog-Team, d., 2021. Healthy beverages are the trend - drinktec Blog. [online] drinktec
Blog. Available at: <https://blog.drinktec.com/cross-industry/healthy-beverages-for-
physical-and-mental-well-being> [Accessed 15 December 2021].
PepsiCo, (N.A.). Mission and Vision. Retrieved 2020, November 30 from
https://www.pepsico.com/about/mission-and-vision
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PepsiCo, (N.A.). Mission and Vision. Retrieved 2020, November 30 from
https://www.pepsico.com/about/mission-and-vision
PepsiCo. (2020). 2019 annual report. Retrieved from
https://www.pepsico.com/investors/financialinformation/annual-reports-and-proxy-
information
“PepsiCo Commits More than $45 Million to Combat the Impacts of COVID-19,
Providing Vital Local
Humanitarian Support and Distributing More Than 50 Million Nutritious Meals
Worldwide”. (2020,
April 4). PepsiCo, Inc. Retrieved from
https://www.pepsico.com/news/press-release/pepsicocommits-more-than-45-million-to-
combat-the-impacts-of-covid-19-providing04022020
Fill, C., Hughes, G. & De Francesco, S. 2013. Advertising: strategy, creativity and media,
Harlow, Pearson.
Binet, L. & Field, P. 2007. Marketing in the Era of Accountability. World Advertising
Research Center, Henley-on-Thames, UK.
Kotler, P., Armstrong, G., Harris, L. and Piercy, N., 2017. Principles Of Marketing. 7th
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BBC News. 2014. Number Of UK Homes With Tvs Falls. [online] Available at:
<https://www.bbc.co.uk/news/entertainment-arts-30392654> [Accessed 14 December
2021].
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Ofcom.org.uk. 2016. Communications Market Report. [online] Available at:
<https://www.ofcom.org.uk/__data/assets/pdf_file/0024/26826/cmr_uk_2016.pdf>
[Accessed 14 December 2021].
Statista. 2019. UK: Most Watched TV Channels 2019 | Statista. [online] Available at:
<https://www.statista.com/statistics/269807/leading-tv-channels-in-the-uk-by-reach/>
[Accessed 14 December 2021].
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December 2021].
Pratap, A., 2021. Pepsi Social Media Marketing Strategy. [online] notesmatic. Available
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December 2021].
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