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Back in 2010, PepsiCo opted to shift gears, abandoning its traditional marketing approach and instead embark on an entirely new marketing strategy entitled the Pepsi Refresh Project. Read the case study provided and subsequent article (see links that follow or download from the Course Resources section on this page) along with any additional reading you choose.
In hindsight, what are the some of the key learnings from the Pepsi Refresh project that can guide IMC campaigns going forward?
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- We've discussed many examples of value-driven or purpose-driven marketing, including Dove, Always, Heineken...even Nike. Choose one, and answer the following: Tell the story of this brand and its purpose-driven marketing campaign. What are the advantages of purpose-driven marketing for a brand and its consumers? Is this a smart way to go to market? Why OR why not?Questions:1. How do you see the product “Jeep”?2. What is the target group of customers for Jeep?3. How Jeep positions itself into the market?4. What should be the marketing strategy of Jeep for the millennials?What should nike it watch out for?What recommendations would you make to senior marketing executives going forward?What should they be sure to do with their marketing?
- Executive Summary FOR WALMART Positioning Statement Provide the positioning statement your marketing plan will apply. Marketing Plan Objectives List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.Apple claims to never do any marketing research for new product ideas but instead creates products that Apple employees themselves would be excited to have. What are the risks of this approach? Would it work for all consumer and organizational markets?What marketing strategies did Apple use to increase its sales? I want 3 strategies with explanation
- Marketing Baby Carrots Like Junk Food Please read the attached case picture and also please answer the CASE QUESTIONS: Which is likely to be more effective---marketing baby carrots to young consumers or to parents of young consumers? Why? Does the marketing of baby carrots raise any social or temporal dilemmas? Is there a potential "dark side" to marketing baby carrots as junk food? Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack? Explain your answer.(Thank you in advance for your help!)“Market Segmentation: Still the Bedrock of Commercial Success” (Source: https://www.marketingjournal.org/market-segmentation-still-the-bedrock-of-commercial-success-malcolm-mcdonald/) In light of the phenomenal advancements in marketing technology, it is important to dispel some of the popular myths surrounding market segmentation and explain why needs-based segmentation is still the main route to commercial success. The most common objective of modern commercial organizations is the sustainable creation of shareholder value. This can be achieved only by providing shareholders with a total return, from capital growth and dividend yield, that exceeds their risk-adjusted required rate of return for this particular investment. In today’s highly competitive environment, the major sources of shareholder value creation are the intangible marketing assets of the business, such as brands, customer relationships and channels of distribution, the 70% of the company’s value that does not…Please take into account: Do you think that modern marketing tools like Big Data and Predictive Analytics would have been effective ten to fifteen years ago? And why is it the case?
- Consider the reasons why marketing plans fail in general. You are then required to discuss three possible reason/s that this particular Marketing Campaign has failed for WooLworthsWhat are SMART Marketing goals for WALMART?In what ways Burger King could have attracted customers? Or it is not a feasible product? Discuss in detail Note:Give your answers from the point of view of consumer’s behavioral aspects.