Pepsi Co Sales Promotion Campaign Research Paper Example

Pepsi Co is one of the leading corporations in the soft drinks, snacks and beverage industry. The industry is dominated with Coca-Cola, and as such, any sales promotion adopted by Pepsi must reflect the nature and the value required by the customers consuming soft drinks. Just as noted by Blakeman (2007) in a strategic marketing plan report, any sales promotion must be shaped by the objective that the organization wants to achieve. Designing of promotion campaigns may have several targets for the organization as well as benefits to fulfill to the customers. Pepsi Co sales promotion is one of the greatest efforts to compete fairly with the world soft drink superpower Coca-Cola. In the promotion plan, Pepsi Co promotion campaign shall offer one lucky customer with the opportunity to become one of the world’s billionaire. This is in support of the other promotion objectives that the corporation has;

The need to boost the sales of Pepsi products through brand awareness to the consumers

The need to gain sponsor support by partnering with well-performing organizations such as United Airlines and Marriot Hotels.
However, it is critical for Pepsi to have a financial budget for the campaign. The table below constitutes of the financial budget projections for the promotion.
Note, the additional coverage is added due to the existence of additional projection of one million instant winners that are to be awarded $ 4 million each. In addition, the SCA estimates are huge to accommodate the covered costs of redemptions over the amounts to keep the Pepsi promotion budget effective and risk-free.

Message Strategy

Message strategy is important in the promotion media advertisements. This is what attract the customers to the promotion and keeps them motivated to stay in the promotion (Kotler & Armstrong, 2012). Pepsi Co message to the customers shall constitute of an attractive advert across all the media platforms portraying a luxurious car with a lucky winner of the offer carrying a Pepsi soft drink on the hand. Pepsi Co., believe that the message shall create a strong impression in the perception of the consumers. Ideally, billionaires are associated with the premium products. Selection of the luxurious car prospectively sends a critical message to the customers. It shows how easy the class of the winner could easily change to the premium class just through taking a bottle of Pepsi soft drink. However, the advert shall start with persuasive words to enable most consumers participate in the promotion. The main message shall be:

“Change your life and become a billionaire by just taking a bottle of Pepsi”

The Media Advert
Just Change your life by taking a bottle of Pepsi
Be Lucky and become A billionaire
Pepsi, one has a Lot to celebrate, and Pepsi Co. Has Got a Lot to Give

References

Blakeman, R. (2007). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, MD: Rowman & Littlefield Publishers.
Kotler, P., & Armstrong, G. (2012). Principles of marketing. Boston: Pearson Prentice Hall.