Failed Marketing Campaign of Pepsi: Reasons and Recommendations

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EXECUTIVE SUMMARY
The report aims at understanding the different aspects of the marketing campaign that was
undertaken by Pepsi, in order to sustain their products in the market. The report enumerates the
marketing campaign that failed and thereby demonstrates the reasons for its failure. The report
also ensures the recommendations that might help the company in undertaking the marketing
campaign successfully.

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Table of Contents
1. Introduction to the brand.............................................................................................................3
2. Persuasive campaign that failed...................................................................................................4
3. The Failed campaign....................................................................................................................5
3.1 Selling technique...................................................................................................................5
3.2 Target consumers...................................................................................................................6
3.3 Reasons for the failure...........................................................................................................7
4. Recommended actions.................................................................................................................7
4.1 Setting the objectives of the marketing campaign.................................................................8
4.2 Improving the tagline based on the target market.................................................................8
4.3 A Cohesive strategy...............................................................................................................8
4.4 Never to design a advertisement on the political and the racial grounds..............................9
References......................................................................................................................................10

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1. Introduction to the brand
The changes in the world and the change in the needs and requirements of the consumers
have made it an essential point for the multinationals to bring in modifications in their systems.
The gradual progress of the organization is based on the modifications based on the preferences
of the consumers. The processes undertaken by the organizations like production, distribution
and marketing helps in sustaining the organizations in the market. Proper marketing strategies
help in framing the availability of the products in the market. The proper placement of the
products has helped in undertaking the gradual progress of the organizations.
The concerned company for this report, Pepsi has undertaken steps in order to improve
the market availability of its products through marketing campaigns (Hafiz, 2015). One of such
campaigns framed by the organizations failed due to certain reasons. The analysis holds the
reasons that affected the campaign and caused a drop in the markets hares of the organization.
Pepsi is a carbonated soft drink that is aimed at vitalizing the energy and thereby facilitates the
digestive abilities of the people. The company was first introduced as the “Brad’s Drink”, which
was founded by the Caleb Bradham in the year 1893. The drink was sold by the name Pepsi Cola
an afterwards changed it to Pepsi. The gradual growth of the company is based on the
modifications that are being undertaken by the organization in order to cope up with the
changing requirements of the consumers (Yeshin, 2012). The major competitor of the
organization was Coca Cola, which developed its products on the basis of the requirements of the
people. The marketing strategies that are being undertaken by the organization are based on the
requirements of the organization to cope up with the challenges and the competition in the
market. In order to make a gradual progress in the market, the company takes steps to promote