Marketing Plan: Comprehensive Strategy for Diet Pepsi Promotion

This marketing plan outlines a comprehensive strategy for promoting Diet Pepsi, encompassing various action plans with associated budgets. The plan begins with gathering consumer insights through surveys and taste tests in multiple cities, allocating a significant budget for this initiative. It then incorporates celebrity endorsements to boost visibility, detailing the cost of acquiring key personalities. A substantial portion of the budget is dedicated to television advertising across multiple channels like ESPN, Fox News, and others, spanning two months to maximize exposure. The plan also includes online advertising via YouTube, Facebook, and Instagram, specifying the costs for each platform. Furthermore, it involves securing space in convenience stores and supermarkets to increase product visibility and drive sales, with a detailed budget allocated for this purpose. Finally, the plan incorporates a promotional strategy for restaurants, offering discounted Diet Pepsi to customers to attract consumers and increase sales, including the cost of the discount. The report concludes with a bibliography of the sources used.

Running head: MARKETING PLAN
Marketing Plan
Name of the Student:
Name of the University:
Authors Note:

MARKETING PLAN
1
Table of Contents
Action Plan 1:.............................................................................................................................2
Action Plan 2:.............................................................................................................................2
Action Plan 3:.............................................................................................................................2
Action Plan 4:.............................................................................................................................3
Action Plan 5:.............................................................................................................................4
Action Plan 6:.............................................................................................................................4
Bibliography:..............................................................................................................................6

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Action Plan 1:
Particulars Value
Number of
cities
10
Budget $ 54,000
Total $ 540,000
The overall budget has been aimed in gathering relevant crowds from 10 different
cities, which can help with the survey and taste testing process. The overall estimated budget
of 540,000 will be used in calculating the overall budget plan for the cities.
Action Plan 2:
Particulars Value
Number of celebrities 10
Cost of acquiring the celebrities $ 5,000
Total cost $ 50,000
The above table also indicates the total cost of celebrity promotion, which is needed
for completing the plan for the business promotions. The total cost of 50,000 will be incurred
for 10 celebrities promoting the event, which might help in bringing in more participants to
the event.
Action Plan 3:
Advertisement Value

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ESPN 562,666.67
Fox News 397,833.33
Hallmark channel 342,666.67
Nickelodeon 182,000.00
MSNBC 167,833.33
Adult Swim 125,333.33
Investigation discovery 119,666.67
CNN 118,500.00
HGTV 113,500.00
Nick-at-Nite 111,333.33
Discovery 173,833.33
History 197,000.00
TBS 185,333.33
AMC 176,500.00
Total Expense 2,974,000.00
The above selected 14 Tv channels can be used for 2 months, as an adequate
advertisement measure for attracting the adequate crowds for the event. The total expenses
incurred for the operation is at the levels of 2.974,000, which might help in creating the
adequate level of exposure for the event.

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Action Plan 4:
Particular
s
Days Price Total
YouTube 182 $
750
$ 136,500
Facebook 182 $
800
$ 145,600
Instagram 182 $
712
$ 129,584
The internet advertisement exposure is also necessary for the overall budget, which
can be used for promoting the overall event and created demand for the Diet Pepsi. The total
expenses of 136,500 can be spent on YouTube advertisement, while Facebook advertisement
has costed 145,600 and Instagram advertisement costed 145,600. The exposure in online
advertisement is adequate, which might help in attracting sufficient crowd for the event and
promotion of the Diet Pepsi.
Action Plan 5:
Particulars Stores Price Total expenses
Total number of Convenience Stores 2,000 $ 250 $ 500,000
Total number of Supermarkets 800 $ 500 $ 400,000
Total expenses of purchasing the space $ 900,000
The space needs to be bought for major convenience stores and supermarkets in US
for adequately promoting the product and increase its sales. This measure would eventually

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for incur cost of 900,000 for the period, where adequate products will be shelved at the top.
The overall 2000 convenience store and 800 super market are targeted for the promotional
purpose, which can help boosting demand for the Diet Pepsi.
Action Plan 6:
Particulars Value
Targeted restaurants 2000
Customers 150
Price 1.19
Discount 20%
Discounted price 0.952
Price borne for
advertisement
$ 71,400
The above table indicates an adequate action plan where the discounted Diet Pepsi
will be offered to customer of the restaurant for promoting the product attracting relevant
consumers. The discounted Pepsi will be borne by the organisation, where the overall
$71,400 cost will be incurred. Promotion will require about 2000 restaurants were 100
customers will be targeted within each restaurant. This will mainly help in targeting 20,000
customers on a single day, which might be beneficial, while 20% discount on the current
price structure would motivate the user to drink the Diet Pepsi.

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Bibliography:
Adespresso.com. (2018). Instagram Ad Costs: The Complete Updated Resource for
2018. AdEspresso. Retrieved 10 October 2018, from
https://adespresso.com/blog/instagram-ads-cost/
Chvala, R. J., & Johnson, W. C. (2017). Total Quality in Marketing Requires Vision. In Total
Quality in Marketing (pp. 133-145). Routledge.
Fitsmallbusiness.com. (2017). Facebook Advertising Costs by Industry 2018. Fit Small
Business. Retrieved 10 October 2018, from https://fitsmallbusiness.com/how-much-
does-facebook-advertising-cost/
Hangoverprices.com. (2018). Hangover Prices. Retrieved 10 October 2018, from
https://www.hangoverprices.com/coca-cola-prices/
Ramakrishna, A., Ramesh, B., Syed, A. A., Gupta, A., & Moskovkin, D. (2016). Market
Plan: Edible Water Bottle for Pepsico.
Youtube.com. (2018). YouTube Advertising. Retrieved 10 October 2018, from
https://www.youtube.com/yt/advertise/pricing/