Q1. Should the Pepsi brand continue to fund the Pepsi Refresh Project in 2011? Why/why not?
The brand, Pepsi should have to continue to fund the Pepsi Refresh Project in 2011 due to some of the under described reasons:
Reverting to the past year, it can be seen that, in 2010 it acquires a revenue of $45 billion and also worked for a lot of positive buzz on behalf of the brand. In this circumstance, if the project is forcefully shut down, no doubt it will leave a negative image on the world-famous brand of beverage manufacturer. The refresh project will successfully create the buzz in between the local people as well as in the global context. Moreover, the CSR policy of the brand will acquire a good range by performing the 2011 Refresh Project (Michael, and Jill). Also, will enhance the goodwill of the company. More than that, by the Refresh Project Pepsi, will be liable to acquire a place as a good decision making MNC. Their belonging will increase eventually. No doubt this scheme is just a platform for those people who can become a part of changes in spite of having adequate resources.
Q2. If the Pepsi team continues with Pepsi Refresh in 2011, what changes would you make to the programme to better achieve the brand objective?
Going with main motivation of the project, Pepsi has to normalize and distribute its granted fund mainly in two sectors, sales increasing activity and Refresh Project. One is for CSR and other is as usual for any profit-oriented company. On the other hand, due to the project, the brand of PepsiCo may be fall at risk. For analyzing the voting, a lot of working time of the employer gets lost. It would not be hazardous if the voting range is minimized to 6000 (Michael, and Jill). PepsiCo can use public media to increase their sales figures. Refresh Project should be planned in such a way that it can increase public awareness. The existing user of the brand should be preferred more compared with the customer of the other brand. Pepsi has to run with some communal project, that will enlarge its CSR and will harness the energies the impact of social power.
Q3. Is the Pepsi brand team focussed on the right metrics to measure success? What is the value of consumer engagement? How should they calculate the value of Facebook fans, Twitter followers, and the billions of impressions generated by the Pepsi Refresh Project?
Pepsi should have to take the moto to grow up interest in PRP in between the customers so that the company can acquire a platform to make a change. Pepsi employs the ideas that depend upon the submitted vote in the website. It is the best way to evaluate success in 72 hours. For the first month, the figure is only 1000 whereas 141000 votes are cast in only last three days. Nothing but, it signifies a lot of awareness.
It has to be always taken in mind that, the consumers are only voting for some right change; as a result, the company can expect a large number of customers are already in their hand. If Pepsi goes with the maximum voting side, the consumer will feel like a part of the Pepsi family. It will create ROI as well as corruptionless brand equity (Michael, and Jill).
Going back to the scenario of 2010, the campaign has eventually added Facebook fan 32 million, and that of the follower in Twitter is 53000. Impression generation in between the customer was fully actioned. Unfortunately, no changes noticed in sales figures compared with the previous year.
Q4. Do you agree with Pepsi’s decision to not advertise during the 2010 Super Bowl? Why?
What did the gain and what did they sacrifice by moving advertising dollars from traditional advertising? Should they advertise the Pepsi Refresh from a project in the 2011 Super Bowl?
The project arranged by Super Bowl was highly expensive. An advertisement of 30 seconds cost $2.5 million. Pepsi does not follow the way taken by Super bowl. Compared to Coca-Cola it is 390000 whereas for Pepsi Co it is 300000. Compare to the other drinks Pepsi Co follow the traditional advertisement. The company works for sacrificed project process which works for increased sales of the company. The public awareness made by PepsiCo is helpful to gain their credibility and authenticity (Michael, and Jill). In the upcoming year, like Super Bowl, PepsiCo can make an advertisement in social media in which minimum grandeur level has to be maintained.
Q5. Is Pepsi the right brand for a cause marketing programme like Pepsi Refresh Project? Why or why not?
No doubt Pepsi is not suitable on who can conduct such program of Refresh Project. The first step of marketing is to maintain a clarification in between the objective of the company. The program is not customized with innovative ideas, the intention of the company is also not clear. Moreover, the huge logistics challenge has caused a total breakdown of the whole process (Michael, and Jill). Reverting to the scenario of 2010, one can notice that, though the program was completed as per the planning, there were no changes in the sales figure. The ancient Pop culture of Pepsi is just getting harassed like lesser value in brand equity. For Pepsi Co, it would be hazardous to introduce some innovative idea in the campaign because there will remain a chance and tangible resource of product consumption.
Q6. Fast forward to 2018, what should Pepsi do differently?
Going with the positivism of the question if Pepsi Organize such a campaign in 2018, first the company has to make sure that, besides of performing the CSR, it has to make aesthetic advertisement of its brand, so that after the campaign the sales image gets a bit higher. It has to make advertisement of its own brand. Pepsi has to provide more facility to its own customer rather than the others so that customer value can be well established. For the upcoming Project Pepsi is recommended to use the revolutionary power of the internet and social media. So that it became a glorious workshop to increase the profit and goodwill of the company
1. Should the Pepsi brand team continue to fund the Pepsi Refresh Project in 2011? Why or why not?
2. If the Pepsi team continues to fund the Pepsi Refresh in 2011, what changes would you make to the program to better achieve the brand’s objectives?
3. Is the Pepsi brand team focused on the right metrics to measure success? What is the value of consumer engagement? How should they calculate the value of Facebook fans, Twitter followers, and the billions of impressions generated by the Pepsi Refresh Project?
4. Do you agree with Pepsi’s decision to not advertise during the 2010 Super Bowl? Why? What did they gain and what did they sacrifice by moving marketing dollars from traditional advertising? Should they advertise the Pepsi Refresh Project on the 2011 Superbowl?
5. Is Pepsi the right brand for a cause marketing program like the Pepsi Refresh Project? Why or why not?
6. Fast forward to 2018, what should Pepsi do differently?