Integrated Marketing Communication Plan for PepsiCo's Mountain Dew Kickstart in Australia

Running head: MKT 304: STRATEGIC MARKETING
MKT 304: Strategic Marketing
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1MKT 304: STRATEGIC MARKETING
Executive Summary
The purpose of the report is to make an integrated marketing communication to launch a new
product in Australia. In this report, PepsiCo is the chosen organisation and PepsiCo is going to
launch convenience good. PepsiCo has Mountain Dew under its brand category and PepsiCo is
going to launch Mountain Dew Kickstart, an energy drink to enter the new energy drink industry.
In the first part of the report, Keller's branding theory and AIDA model has been discussed to
attract the customers. In addition, a strategic marketing plan has been framed starting with
objectives of marketing. Moreover, price skimming strategy can be used and a direct distribution
channel would be used to reach large numbers of customers. Integrated Marketing
Communication plan is given so that PepsiCo can reach a wider audience with a new product.

2MKT 304: STRATEGIC MARKETING
Table of Contents
1. Introduction..................................................................................................................................3
2. Brand category and new product.................................................................................................3
3. Marketing theories to discuss a new direction for the brand.......................................................4
Keller’s theory of branding:.........................................................................................................4
AIDA concept of promotions:.....................................................................................................5
4. Identifying new strategic brand position using Ansoff Matrix and offering new strategic
marketing plan.................................................................................................................................6
4.1 Ansoff Matrix........................................................................................................................6
4.2 Strategic Marketing Plan.......................................................................................................6
4.3 Offensive marketing..............................................................................................................8
5. Conclusion...................................................................................................................................8
Reference List and Bibliography...................................................................................................10

3MKT 304: STRATEGIC MARKETING
1. Introduction
Strategic marketing is the potential way to effectively differentiate the products and
services of the organisations from the competitors by enhancing the current strengths of the
organisation to provide better values to the consumers. The purpose of the report is to highlight
the integrated marketing communications in the launching of the new product. As stated by
Robson (2015), integrated marketing communication ensures that business organisations should
form all form of messages and communications to be linked together which means the business
organisations integrate all promotional tools to make the branding in harmony. In this report,
PepsiCo organisation is chosen and the selected brand category is the convenience good. In this
report, two key marketing theories are discussed to set the product in a new direction for the
brand concept. Moreover, new strategic brand positioning is provided using Ansoff's Matrix to
offer the new strategic plan.
2. Brand category and new product
PepsiCo is an American multinational snack, food and beverage selling company and it
has it headquarter in New York. It is mainly in the industry of food processing and beverage; this
company sells the convenience goods mainly (Pepsico.com.au 2018). According to Belch et al.
(2014), convenience goods are the consumer items which are widely available and these goods
are purchased by the customers with minimal effort. Convenience goods are found readily and
the consumers do not need to delve an intensive decision-making process. Mountain Dew is the
carbonated soft drink owned by PepsiCo and it was first introduced in the year 1940. Soft drink
is the part of convenience drink and PepsiCo is going to start its selling Mountain Dew Kickstart
in Australia. PepsiCo has decided to roll out the new drink in Australia named Kickstart under