Pepsi's Media Strategy

Speaking of media launch and publicity, Mr. Tang introduced that before 2002, Pepsi was a publicity and marketing strategy based on TV media. About two or three years ago, Pepsi began to adopt a multi-platform and multi-screen media promotion strategy in big cities. Mobile Internet products are widely used in big cities because of their high consumption level and developed economy and technology. Consumers spend less time watching TV at home and more time using mobile phones and computers outside. At the same time, because the product promotion also goes deep into the third-and fourth-tier cities in China, the traditional TV media is mainly used as the promotion channel, but for the TV media platform, there will be more national media than local media. At present, more than 70% of Pepsi China's media are on TV, and 30% are on other media, including internet, mobile phones, outdoor and so on.

In Pepsi's view, there are no so-called new media and old media, only media suitable for young people. If many consumers of Pepsi come from third-and fourth-tier cities or even rural areas, they will choose more TV media; If Pepsi's consumers come from some big cities, and they prefer surfing the Internet and playing smart phones, then choose to put more on the Internet. Choosing media is a method of publicity, but the way is really not fixed: it can be 30-second advertisement, topic marketing, event marketing or content marketing. In the way of publicity, Pepsi will operate according to different media characteristics. On the whole, the proportion of Pepsi advertising in new media will gradually increase.

Speaking of TV advertising, although TV advertising is still an important platform for advertising, it is no longer simply maintaining the state of more than ten or thirty seconds in the past decade, but more adopting the brand content model. Because consumers watch hundreds of advertisements every day, it is difficult to remember the contents of advertisements and what they want to promote. Therefore, a few years ago, Pepsi began to add "content" to different media promotions. Pepsi's propaganda is called virus spread, and it is all content-oriented. For example, the sponsorship of programs, the production of soft-text advertisements, and the holding of an online party just when a website is listed, are aimed at generating an emotional resonance with young people and making consumers like Pepsi advertisements and have a deeper impression.

In terms of market operation, Mr. Tang introduced PepsiCo Taobao with great interest, which was initiated by PepsiCo and cooperated with Tmall. What is the concept of Pepsi Taobao? Instead of selling Pepsi on Taobao, it is a new market operation mode. Simply put, it is mainly through the online fast-moving consumer goods model to promote the sales of Pepsi. Specifically, it is to establish a brand online shop for young people on the Tmall platform to conduct online business operations. Pepsi Taobao is mainly divided into four sections: shopping world, food paradise, play space and original 108 section. The shopping, food and entertainment section is characterized in that when consumers buy a bottle of Pepsi, there will be a serial number on the lid. After joining PepsiCo Taobao, enter the serial number, and consumers will enjoy triple benefits in consuming food and IT. The maximum discount is 4500 yuan. At the same time, as a member of Pepsi Taobao, there are thousands of gifts to send.

The original 108 section mainly provided a platform for young people to start businesses. This is also a passage that Teacher Tang likes very much: "Food, clothing, housing, eating, drinking and having fun are the most basic needs of young people now. When Pepsi grows up with them as a brand, it is not as simple as giving them a basic demand. In addition to meeting their basic needs, people also have a development goal and direction. So I hope I can meet their basic needs, give them more discounts and give them a platform to show their creativity online. Through this platform, they will show their desire and let more people appreciate them. Internet and e-commerce are a new technology platform. As for what to do with this platform, it is very important. Therefore, Pepsi hopes that young people who pursue their dreams and are eager to show themselves will create different themselves through the 108 creative and entrepreneurial platform. " This is the proposition of Pepsi Taobao: create for desire, be creative, start a business and create yourself.

With the establishment of Pepsi Taobao, Mr. Tang turned his mind to market operation: today's marketing vision can not only stay on his own products, but more importantly, how to join hands with other brands to maintain the young people's market and let each brand penetrate into all aspects of consumers' lives such as food, clothing, housing, entertainment and so on. This is the ultimate in marketing.

The next step of brand management of Pepsi is mainly in two directions: first, how to spread Pepsi, the core product of Pepsi, more widely throughout the country; The second is the promotion of Pepsi non-carbonated beverages, such as Tropicana, Xerox chips and Quaker cereal.