Developing a Marketing Plan for Diet Pepsi in the United States

This report analyzes the marketing plan of Diet Pepsi in the US market, identifying five key issues: brand image, bottling, advertising, distribution channels, and health concerns. For each issue, the report outlines specific objectives, target plans, program descriptions, budget summaries, and measurement strategies. The brand image section focuses on customer acquisition through cost-effective strategies and brand awareness campaigns, leveraging events like NBA games and fashion magazines. The bottling section emphasizes maintaining an attractive and safe product outlook through demographic analysis and creative designs. The advertising section promotes better promotion through advertisements in various programs and online platforms. The distribution channel section aims to manage the worldwide distribution channel with strategic innovation, targeting warm countries and health-conscious consumers. Lastly, the health section focuses on ensuring product quality and engaging physicians to promote Diet Pepsi's health benefits. The report concludes that addressing these issues and accelerating product culture will advance Diet Pepsi's business in the US market. Desklib offers more solved assignments and past papers for students.

Running head: MARKETING PLAN OF DIET PEPSI US
MARKETING PLAN OF DIET PEPSI US
Name of the Student
Name of the University
Author Note

1MARKETING PLAN OF DIET PEPSI US
Table of Contents
1. Introduction............................................................................................................................2
2. Issues......................................................................................................................................2
2a. Brand Image.....................................................................................................................2
2b. Bottling.............................................................................................................................4
2c. Advertisement..................................................................................................................6
2d. Distribution channel.........................................................................................................8
2e. Health.............................................................................................................................10
3. Conclusion............................................................................................................................12
References................................................................................................................................13

2MARKETING PLAN OF DIET PEPSI US
1. Introduction
PepsiCo is one of the largest food and beverage companies in the world. The revenue
percentage increases day by day as the marketing plan of the company establishes and brand
diversification with customer loyalty reach that level of business. 80% of the world
population is associated with their product. Diet Pepsi is the new innovation from PepsiCo
with sweeteners Aspartame and Ace-K. It was a free calorie carbonate cola introduced in
1964 (Pepsicobeveragefacts.com, 2018). There are five issues faced by the Diet Pepsi like the
Brand image, bottling, advertisement, distribution channel and health and the proposed action
will make the resolving process also (Terry-McElrath, O’Malley & Johnston, 2014).
2. Issues
2a. Brand Image
Objective
 To ensure better customer acquisition by the cost-effective strategy of Diet Pepsi.
 To determine the customer choice and their preference to establish the store at that
place.
 To deliver brand awareness and promote the brand image of the product.
 To ensure brand loyalty and deliver the best quality of coke.
Target of the plan
 Target in the NBA matched in the US. This is one of the best platforms that showcase
the product in front of the whole world.
 Create a brand awareness of having Diet Pepsi as the sugarless coke will help for the
body.

3MARKETING PLAN OF DIET PEPSI US
 Grand Prix of USA is another section where the company can promote their products
and earn brand value from this.
 In the case of US fashion magazine, Diet Pepsi will earn a good reputation and also
aware them about body shaping. This is one of the best places and the program will
instigate the drink as well.
Description of the program
The sponsorship deals are high in case of big events. The event coordinators will meet
a session with the company executives before the promotion and they agree on a mutual
basis. This is the main reason for maintaining a sponsorship deal (Tanwar, 2013).
Who
The public relation and marketing team will take the initiatives to formulate the work.
Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
95,000
Bank Loans
2
,500
Other Loans -
Total Source of Funds
$
97,500
Start-up Expenses
Social Media
$
79,000
SEO
3
,150
Mobile Marketing and Big events
expenses
24,
000
Sponsorship extra changes
9
,500
Opening Inventory

4MARKETING PLAN OF DIET PEPSI US
-
Advertising / Promo Expenses
6
,000
Other Expenses
50,
000
Total Start-up Expenses
$
366,650
Time
The maximum time frame of this event is 3 months.
21st October – 20th January
Measurement
People engagement with products and their need for the product will ensure a better
revenue generation of the company. The sales percentage from that particular product
increase and that initiate better measurement for success.
2b. Bottling
Objective
 To maintain a good outlook for the product.
 To ensure attractiveness and keep the drink safe through the bottle.
 To maintain the temperature of the bottle and also make a good labelling of
ingredients and product qualities.
Target of the plan
 Demographic analysis is important in that case as people have the different mindset
about bottling.
 Bright colour cover will help in case of attracting through bottle cover.
 Created infographic and creative ideas will help the product to meet the target.

5MARKETING PLAN OF DIET PEPSI US
Description of the program
The levels and presentation help to create attraction in different socio-cultural events.
The responsibility of addressing the company and have a good review making is the key
approach in that case (Pepsicobeveragefacts.com, 2018).
Who
In such a situation, the manufacturing and production team will take the initiative to
control the process.
Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
95,000
Bank Loans
6
,500
Other Loans -
Total Source of Funds
$
101,500
Start-up Expenses
Social Media
$
74,000
SEO
2
,950
Mobile Marketing
24,
000
Google Ad words
9
,500
Opening Inventory -
Advertising / Promo Expenses
6
,000
Other Expenses
50,
000
Total Start-up Expenses
$
369,450

6MARKETING PLAN OF DIET PEPSI US
Time
The entire timeframe of the bottling will be 4months but the process continues for the
whole year.
Measurement
The achieved ratio can be measured by selling percentage of Diet Pepsi and their
market demand.
2c. Advertisement
Objective
 To ensure better promotion through advertisement.
 To maintain a brand image of the product and make poster and hoardings for their
promoted business.
 To gain better revenue through the advertisements and ensure global range of
availability.
Target of the plan
 Some website bannering will page for the people. This is the best visual outcome the
people get attached.
 Create some advertisement of discounts coupons will help the process of marketing
and make a pulsing of the promotion of Diet Pepsi (Pepsicobeveragefacts.com, 2018).
 Some ads on the first page of newspaper. The quality of the products are written in
bold and that ensures the development of and the advancement of the company.
Description of the program
The advertisement will be placed in US Open., FEI World Equestrian Games, Rugby
World cup and other different programmes. The program will help in the marketing of the

7MARKETING PLAN OF DIET PEPSI US
company and also ensure the better selling opportunity and a global administration of Diet
Pepsi (Kraak & Story, 2015).
Who
Marketing team and Public relation group of Diet Pepsi Company will responsible for
this promotion.
Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
87,500
Bank Loans
6
,500
Other Loans -
Total Source of Funds
$
94,000
Start-up Expenses
Social Media
$
74,000
SEO
2
,950
Mobile Marketing
24,
000
Google Ad words
9
,500
Opening Inventory -
Advertising / Promo Expenses
6
,000
Other Expenses
50,
000
Total Start-up Expenses
$
354,450
Time

8MARKETING PLAN OF DIET PEPSI US
It will take more than 4 months of time as the project innovation and development of
creative designing need some time for quality works.
29th October – 20-22nd of March.
Measurement
Publicity of the company along with the sales percentage is the crucial measurement
and that signifies the measurement of increase promotional aspect
(Pepsicobeveragefacts.com, 2018). The development of a marketing plan and implement
some strategic planning of advertisement that helps in case of percentage of selling.
2d. Distribution channel
Objective
 To manage the worldwide distribution channel with some strategic innovation and
idea.
 To continue the promotional aspect before the product launches. The process helps to
build the interest and market demand, and then after a few weeks, with the help of
proper distribution product will reach the place.
 To generate a good supply chain and logistics process to initiate the distribution.
Target of the plan
 The major target market is the warm countries. The countries have good demand for
cold drinks.
 The target market will also be those people, who are concern with their health.
 The company also targets some big names for their promotions and distribution of the
product will be high through this. There are lots of vendors getting interested in the
process as the promotion will be initiated by celebrities.

9MARKETING PLAN OF DIET PEPSI US
Description of the program
The entire chain of the supply chain is an issue in that case. The logistics operation in
the US is good but the processing of distribution and supply chain needs to be maintained in a
legitimate way (Chandon & Wansink, 2012). There two way logistic is the case of arriving
and departure at the same time will help the distribution channel. Time management is being
perfect in that case as the two way logistic maintenance make a non-stop chain of arriving
and departure of the products.
Who
Logistic department and general service department along with store maintenance and
store in charge all these administrative people take charge distribution.
Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
87,500
Bank Loans
9
,500
Other Loans -
Total Source of Funds
$
97,000
Start-up Expenses
Social Media
$
74,000
SEO
2
,950
Mobile Marketing
24,
000
Google Ad words
9
,500
Opening Inventory -
Advertising / Promo Expenses
6
,000

10MARKETING PLAN OF DIET PEPSI US
Other Expenses
50,
000
Total Start-up Expenses
$
360,450
Time
Entire route mapping, selection of the shortest route and ensure the timing of the
delivery is the key process in that case. The entire process takes 2 to 3 months maximum for
the entire planning of distribution.
Measurement
Availability of the product and people eagerness to have the coke with different taste
help the marketing. The measured revenue generation helps Pepsi company to ensure their
business marketing in the stretched way.
2e. Health
Objective
 To ensure the quality of the product and maintain the diet free process so that people
under their strict diet will have this.
 To engage some physicians and ensure the qualities of Diet Pepsi in advertisements,
promotion and social media.
 To ensure the health safety of people and the particular test will be formulated before
the distribution process.
Target of the plan
 The target of the plan to ensure quality drink and also ensure the planning to
mitigating sugar to maintain the fat portion (Lemper, 2012). The market initiates some
tags due to that reason.

11MARKETING PLAN OF DIET PEPSI US
 The targeting aspect of free campaign and taste the coke instigate interest of people
for this drink.
 There are some managerial decisions are taken for the completion of target and
elaborate campaign process for the development of business is needed.
Description of the program
There are some health awareness camp in the city organised by Diet Pepsi. People can
taste the drink at free. This is another marketing strategy for creating interest and after
knowing the quality of the drink, they will buy it from the shop and that ensure sales output
in the market (Buendía, 2012).
Who
Administration department and manager associated health and other issues with
product so that people know the quality assurance that Diet Pepsi delivers.
Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
19,000
Bank Loans
9
,500
Other Loans -
Total Source of Funds
$
28,500
Start-up Expenses
Social Media
$
74,000
SEO
2
,950
Mobile Marketing
24,
000
Google Ad words 9