Communicating Through Marketing

1513 Words4 Pages
bulb-icon

Recommended: Pepsi marketing objectives

Communication through Marketing

For some companies, marketing is the only form of communication with their customers. Through it, organizations deliver their message to attract new customers, gain loyalty and prevent migration to competing products. In analyzing the way Pepsi and Snapple communicate by means of marketing, it clearly displays the way communication takes place by imposing the brand image, values and association and how this is communicated to attract and retain their customers.

To gain the loyalty and repeat business there are two aspects that a product needs to deliver, the first is the physical satisfaction, for example, this means the drink needs to taste as expected, or better. It may also need to satisfy another need for which was bought, which may be to satisfy thirst or to satisfy the desire for a particular taste. There is also the psychological aspect the drink needs to fulfil. The purchaser needs to feel happy with the brand, if it is in a can or bottle, then the image of the brand may be important. This can impact on the decision of which drink to buy for the first time and then on subsequent occasion.

Look at the way Pepsi has communicated with advertisements the development of their brand image and see how it appeals to their target market and also create a level of identification. Diet Pepsi, for instance, is very effective at communicating, and as the number one diet drink globally the message does appear to work. One of the most remembered advertisements in the US looks to fashion and trends. There is a very scenic lead in with a car broken down in the dessert and a well known star in a tuxedo, P Diddy, who is on the way to an awards ceremony. The Pepsi truck stops and takes the stranded star to the red carpet where the truck is seen as a fashion statement. The aim is to appear different and young, the target audience to this advertisement are those who may be attracted by the same awards ceremony and are also interested in fashion trends so there is both aspiration and identification.

The trucks are shown as then being used by a range of stars, keys being given to valets to park and even holding parties inside. The emotional feeling portrayed is young and energetic, making the most of life and embracing all that there is to offer.

Show More
Related

  • Dr Thunder: Advertising Scheme

    1235 Words  | 3 Pages

    Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.

    Read More

  • Nike Rhetorical Analysis Essay

    1039 Words  | 3 Pages

    Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he

    Read More

  • marketing

    1495 Words  | 3 Pages

    The McDonald's Corporation, headquartered in the United States, is the world's largest chain of quick service fast food restaurants operating in around 119 countries with a customer base of 68 million. A McDonald's restaurant operates either through a franchisee or the corporation itself and its revenue stream includes rent, royalties and fees or the sales of products respectively.

    Read More

  • Soft Drink Industry Porter's Five Forces Analysis:

    1671 Words  | 4 Pages

    Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...

    Read More

  • Coca Cola Marketing Essay

    1485 Words  | 3 Pages

    Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very

    Read More

  • Social Media Influence

    706 Words  | 2 Pages

    brands to communicate better with their consumers, and intensify their association with them. The advertising world

    Read More

  • To the Marketing Manager

    651 Words  | 2 Pages

    To the Marketing Manager Introduction The pet food market has experienced steady growth for years and despite a slight decline in pet ownership, pet food sales have increased. This is especially true for cat food sales, which reflects the fact that cats are outpacing dogs slowly but steady. As the trend is going towards pets being treated as a part of the family, they deserve food that is equal in the way to human dishes. These and other factors are the foundation of our report on entering the promising cat food market. Main The current cat food market is dominated by 2 multinational players, namely Mars (Masterfoods) with a share of 40% of the market and Nestlè (Friskies UK) with 41 %.

    Read More

  • Marketing in Business

    2002 Words  | 5 Pages

    Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.

    Read More

  • PepsiCo's marketing

    662 Words  | 2 Pages

    PepsiCo understands that traditional forms of marketing like TV, Magazine, and radio are becoming outdated and the Internet is now becoming the main medium for marketing. With this PepsiCo decided to launch it’s first e...

    Read More

  • Marketing Analysis Of Starbucks

    826 Words  | 2 Pages

    Brand image is about how consumers perceive a product and the ability for the customers to be loyal to the brand irrespective of the threats from its competitors. Starbucks prides itself as the best coffee produce, and most consumers have been heard admitting that the company produces coffee that is quality and that makes users sometimes to consume even when they had not budgeted for it. Cleanliness seems to be another strategy that Starbucks uses to promote the image of its brands because customers can trust their products and knows that the company is keen enough in cleaning its environments and the utensils used for the preparation of coffee and other brands. Brand image is critical for measuring brand equity, and it is from this point of view that the company comes up with marketing and operational strategies to make it successful (Keller & Lehmann, 2006). Brand resonance is another important technique that should not be avoided because of its impact towards the study. The attachment that a consumer has to a product will help discover the relationship between a customer and a product. Identifying oneself with a product is only possible if the product is

    Read More

  • Comparison Of Coca-Cola Vs Pepsi

    1007 Words  | 3 Pages

    Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super

    Read More

  • What Is Brand Loyalty Essay

    1300 Words  | 3 Pages

    Now a days the world truth has become to be more vigilant and more attractive to something stimulating anything which shows them their status or personality or morals. Towards get perceived individual choose that brand which they think that more comfortable with it. The efforts which marketing manager stood and building a decent attempt to accomplish and they have succeeded in a few courses by carrying quality to satisfy their need. By taking this step many companies are on offering promotions of their products and goods to create brand loyalty. An arrangement of brand brand property and liabilities joined to a brand , its name and quality that upgrade or take away from the quality gave by a thing or organization to a firm

    Read More

  • Relationship Between Advertising and Sales Promotion

    1171 Words  | 3 Pages

    This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.

    Read More

  • Marketing Strategy

    1619 Words  | 4 Pages

    Marketing can be seen as an effective way to communicate the value and purposes of a product or service to customers and consumers; for the primary purpose of selling that product or service. However, there are many different types of strategies that dissipates uniquely into different the ranges of the marketing spectrum. The purpose of this research paper is to define marketing strategy, briefly understand how to create a marketing strategy, and analyzing the different types of marketing strategies at various business levels. Marketing strategy is defined as the results of a thorough market analysis, which combines all of a firm’s or company’s goals into one comprehensive plan. An effective marketing strategy must be drawn from the fundamental research of the markets it resides in; focusing on the correct product mix in order to fully potentially profit at the highest possibility. In today’s society, the marketing concept can be seen as the philosophy in which firms analyze the needs of their customers and create decisions in which to satisfy those needs.

    Read More

  • Branding And Branding Essay

    1470 Words  | 3 Pages

    The customer-base potency is achieved by creating a brand image and customer loyalty, which is considered as the core dimension of brand equity. The competitive potency is gained by creating a unique brand trend, support by bringing innovativeness to the product or service and protection of the brand image by connecting with the people. The analysis of global potency enables companies to determine differences between local and global market and bring changes accordingly to create a unique brand identity (Gobe, 2010). Today relational branding has gained significant importance wherein brand equity is created by their efforts in connecting with their customers in every aspect. Gummesson (2002) states that the common belief that relationships occur explicitly only between human beings cannot be justified since the relationships can involve symbols, objects and other immaterial phenomena. This type of branding emphasizes on importance of relationship with various aspects of the company and are considered important in branding since they directly have an impact on the image of a company. The image is created by impersonal factors such as company name, famous personalities in the company, brand, logo etc (Cijo, 2014). Today consumers define brand relationship form individual perspective and are much personalized in the mind of the consumers. The brand equity, brand image and loyalty is created by individual relationship based on their perception of brand value and their experiences (Gobe, 2010). The customer thus, creates and promotes a brand from the communications he/she makes across multiple

    Read More

More about Communicating Through Marketing

Open Document