INTEGRATED MARKETING COMMUNICATION

FINAL PROJECT PRESENTATION

PRESENTED BY: USAMA IMRAN

(15121014)

MOHAMMAD ZAIN (15121015)

Review of
Marketing Plan

Industry Background

Size& Growth:

The beverage industry in Pakistan, currently having a size of little over 120
million cases per annum with an annual growth of around 10-15 per cent,
has the potential to double its size in the next 3-5 years.

Current Trends: (Affecting the Promotion Program)

Slower Growth with Decreasing Purchasing Power(Economic Crises)

Consumption of Diet Products and Bottled Water (20 cases per serve)

Increasing Purchases at Department Stores and Discounters

(Competitive Environment)

Industry Background Cont.

Macro Environment Factors and Issues

Political Analysis: In addition to a 16 percent sales tax, carbonated soft drinks are
subject to double taxation with a 50 percent input tax levied on soft drink concentrate
and a 12 percent tax on finished carbonated soft drink beverages.(THREAT)

Economical Factors: The cost of raw materials e.g. soda ash for glass
manufacturers, HDPE for plastic bottles and sugar have increased to further impact
the price of the cold product. Production of beverages (weight, 0.28%) declined by
3.7% as the prices of sugar, one of the key inputs in beverages rose sharply in recent
months.(THREAT)

Social Factors: Consumers and government are becoming increasingly aware of the
public health consequences, mainly obesity which is the second social factor in the
soft drinks industry. It inspired the company to venture into the areas of Diet colas and
zero calorie soft drinks.(OPPORTUNITY)

Technological Factors: Technology plays a varied role in the soft drinks

industry. The manufacturing and distribution of the products is relatively a

Low-Tech business, although the creation of a new product with the perfect
blend and taste is a science (an art in itself).(OPPORTUNITY)

Company Snapshot

Brief Sketch

The market in Pakistan is surely dominated by Pepsi. It has proven itself to be the one of the
best soft drink in Pakistan. In 1971, first plant of Pepsi was constructed in Multan and after it
Pepsi is on its way to penetrate in the whole Pakistan by passing different milestone.

Place in the Industry (Size, Growth, Image)

Pepsi began its operations in Pakistan with carbonated beverages in 1967, and currently has
eight bottling franchisees operating throughout the country. In addition to Pepsi and
Mountain Dew, they produce 7up and Miranda in the carbonated beverage category, and
Sting in the energy drink segment. Over the past decade, Pepsi has added snack foods and
fruit juices to its portfolio of products in Pakistan, which it manufactures primarily out of a
factory in Lahore.

Business Philosophy

MISSION To be the world's premier consumer Products Company focused on convenient

foods and beverages. We seek to produce healthy financial rewards to investors as we
provide opportunities for growth and enrichment to our employees, our business partners
and the communities in which we operate. And in everything we do, we strive for honesty,
fairness and integrity.
VISION "To be the world's best beverage company. Being the best means providing
outstanding quality, service, cleanliness and value, so that their every customer is contented
and happy with their products.

Company Snapshot Cont.

Product Line

Company Snapshot Cont.

Sales History

Fiscal year is JanuaryDecember.

Sales/Revenue

2010

57.84B

2011

66.5B

2012

2013

2014

65.49B

66.42B 66.68B

5-years
trend

Target Markets

Pepsi customers are mostly young group between the ages of 14 to 30 and
also target at School, Collages, Universities, Homes, Restaurant, Hotel and
Stores.

Market Shares

Coke claimed 35% of all cola sales in Pakistan while Pepsis market share
was 65%, down from a dominant 80% in the 1990s that it mainly gained by
sponsoring cricket.

Positioning

Pepsi has the image of being action oriented (LIVE IT ABHI)

Company Snapshot Cont.

Current Marketing Mix

Product

Beverage Products (Diet Pepsi, Gatorade, Mountain Dew etc.)

Savory Food Snacks (Fritos Corn chips, Cheetos etc.)

Other Food Products (Breakfast cereals, cakes and cake mixes.)

Price

Competitionbased pricing approach

Promotional Pricing Policy

Market Penetration Pricing Policy

Place

Indirect Distribution(Local Zone, Out Station Zone)

Direct Distribution (Makro, Metro, Supermarkets)

Promotion

Consumer & Trade (both)

Product/Service Review

Category Review

The category of Pepsi twist fall in soft drink under soft drink there is
further category/sub category is Low calorie drink Pepsi launched Pepsi
twist in the category of low calorie with natural lemon flavor. To provide
refreshment at low calories. The calories content in Pepsi twist is 50% less
as compare to the regular drink.

Product/Service Review Cont.

Product/Service Review Cont.

Brand Review

Pepsi twist did poor campaign in Pakistan which was one of the main
reason for its failure. It just endorsed it through celebrities (Fawad khan,
Annie Khalid, Ummama Malik) regardless of the fact of its actual message
which must have been catered in the ads. No functional benefits were
discussed in the ads. The ads were purely celebrity endorsed.

Market Share, Sales, Growth

Pepsi Twist never had the level of sales that was PEPSI known for. Unlike
PEPSIs market share Pepsi twist had the least market share. It was one of
those products of Pepsi that never lifted up and the main reason for this
was its poor availability and poor marketing. Its already in the declining
stage so there is no growth and sales figures available to be exact. Its sales
is just limited to the Supermarkets.

Product/Service Review Cont.

SWOT ANALYSIS
Strengths & Weaknesses

Opportunities & Threats

Opportunities

Launched Under Well-Known Brand Name

Attractive For Diet Conscious People

50% Lower Calories Than Regular Colas

New Taste With Lemonade Flavor

Attractive Packaging

Low Availability.

Unable to differentiate its key benefits.

Limited packaging (No Disposable Bottles)

No attractive marketing.

Strengths

Weaknesses

Attractive marketing to gain market

share

Pepsi twist can be differentiated on the

basis of Key benefits.

Pepsi twist can be offered in disposable

bottles.

Presently there are Limited lemonade

flavors available in market (under wellknown brands).Thus an opportunity for
Pepsi twist to regain its market share.

Threats

Cola drinks are not good for the health

so the awareness level of the people is
increasing which is a big threat to the
company.

Product/Service Review Cont.

Key Benefits

Less caffeine

50% lower calories than the regular drink.

Lemonade flavor.

Refreshing Taste.

Brand Image

Pepsi twist has positioned as a soft drink with lime flavor but this same image has
not been transferred in the minds of the consumers. Consumer perceive it as a
diet drink because of its low calorie and caffeine content. Moreover the other
variants in the same brand under the brand name Pepsi light has added to this
confusion.

Positioning

The positioning of Pepsi Twist in the consumer mind is done by the following ways

Physical positioning (Low quantity of caffeine, Available in regular size)

Perceptual Positioning (Refreshing drink, Youth Oriented)

Product/Service Review Cont.

Competitive Review
Indirect Competitors

Direct Key Competitors

Fanta citrus by coca cola

Fanta citrus was a grapefruit-flavored

soft drink in1996 by the Coca-Cola
Company

Gourmet launched Gourmet lemon up

in 2013 and made it available in all its
outlets.

lemon up by Gourmet

Lemon malt by Murree Brewery

It was launched in 2009 and it has

grabbed a fair market share since its
launch.

Tea & Coffee brands

All Tea & Coffee brands act as an indirect

substitute of our product. The
consumption particularly increases in
winter season and people prefer to have
tea and coffees instead of soft drinks.
Their overall market share in Pakistan is
almost 29% collectively.

Juices brands

All the juices brands including Nestle,

Pulpy, Shezan and Slice all are indirect
substitute of our product. Mostly diet
conscious people opt for juices instead of
carbonated drinks. Their overall market
share in Pakistani market is close to 37%

Competitive Review Cont.

Target Market & Marketing Strategies

Fanta citrus

Lemon up

Lemon malt

All age groups lower, middle and

For all people seeking a soft drink for

Premium brand targeting the upper

upper class people. For all people

regular occasions, parties on low

and middle class. Available only in

seeking a soft drink for regular

prices. Price conscious consumers of

urban areas.

occasions, parties

all age groups.

Fanta citrus

Lemon up

Lemon malt

Marketing strategy of Fanta citrus

Marketing strategy of Lemon Up

Marketing strategy of Lemon Malt

Acceptability

Affordability
Gourmet main focus is on affordability
because it is targeting the middle/lower
class

Ensuring Fanta Citrus is an integral part of

consumers daily lives

Affordability
Fanta Citrus guarantees it offers the best
price in terms of value for money
Availability
Making sure that Fanta Citrus is available
anywhere people want refreshment, a
pervasive penetration of the
marketplace.

Variability
Murree brewery main focus is to provide
variety of product to cater a numerous
customer.

Availability
Gourmet is trying to penetrate over the
Pakistan and recently the gourmet has
opened its branches

Competitive Review Cont.

Positioning
FANTA CITRUS TAGLINE

GOURMET LEMON UP

LEMON MALT TAGLINE

Masti Ka Naya Flavor

TAGLINE

Thandak ka ehsas

Refreshing

Positioning

Positioning

Fanta Citrus provides the escape

Positioning

Superior in Price

from the "everyday mundane."

Affordable Price

No Compromise on Taste &

Refreshing taste
Quality

Quality
Superior Quality Brand Name

Competitive Review Cont.

Current Marketing Mixes/Tactics

Price

Place

Promotion

Product

Fanta Citrus

Due to the availability of

Available in only retail shops It employs both push strategy

Features such as

wide range products the

and supermarkets.

through promotions and pull

container grabbing and

pricing is done according

strategy through advertisements

easy holding have all

to the market and

and campaigns.

been carefully

geographic segment. Each

combined to deliver the

sub-brand of coca cola has

core benefit or service.

different pricing strategy.

Their pricing strategy is
based on the competitors
pricing. Fanta Citrus price
has been set according to
the competing prices
Lemon up

The price of all the colas of Available in all urban areas of The advertisement of gourmet is

The product itself

gourmet has been kept

the province Punjab through

not much. Promotional activities of comes under a good

relatively low

its exclusive bakery outlets.

gourmet lemon is almost nothing. packaging.

comparatively, Gourmet
lemon up price is also
relatively low.
Lemon malt

The price of lemon malt is

Available in urban areas in all Promotion is next to nothing for

Container grabbing and

comparatively higher than cafes, universities, canteens

lemon malt except for TV and

holding easily have all

all other drinks and is

supermarkets and malls

print ads.

been carefully

considered a premium

through exclusive

combined to deliver the

brand.

distributors.

core benefit or service

Competitive Review Cont.

Message Strategies
Brands

Fanta
Citrus

Focusses on teen age, youth and children and position the brand
as Masti Ka Naya Flavor. Fanta Citrus provides the escape from
the "everyday mundane
Emotional appeal in the message connects with customers &
prospects at the affective level & moves them to respond with
feelings."

Lemon Up No clear message strategy as brand is not advertised solely.

But still it focusses on incentive appeal i.e. more for less
Lemon
Malt

Superior in Price, No Compromise on Taste & Quality Superior

Quality Brand Name are the messages conveyed and creates a
psychological connection between a brand & its customers &
prospects.
The brand uses psychological appeal in the message strategy.

Competitive Review Cont.

Media Strategies

Television

Fanta citrus
Use extensive television ads to

Lemon Up
No specific ad on Lemon Up

convey their message with the help of particularly displayed by far on T.V

Lemon Malt
Use television ads to
promote their products.

animated characters and a new ad is

however display their product line as However lemon malt as a

displayed every six months.

a whole on T.V ads to show their

specific brand has not a lot of

product offerings.

ads. No new ad has been

made and on aired in the

Print

They use magazines to convey their

Give ads on newspapers like rozgar,

past two years.

Use newspapers as a print

message full pager ads on Sunday

awami rang and other local

media source to convey their

magazines are covered by Fanta

newspapers. Also use broachers to

message.

citrus.

convey their message via print

media.
Bill boards Cover full size bill boards on important The most popular medium for

The outdoor advertising of

places of the city to be visible. Fanta

gourmet cola to make their brand

Lemon Malt is region specific.

Citrus billboards are not currently

and offering visible are bill boards.

A lot of bill boards ads can

used whereas Fanta as a mother

Cover most important parts of the

be seen on the way to

brand is displayed extensively on

city to promote their offerings via

Murree and Islamabad.

billboards.

this medium.

Competitive Review Cont.

Strengths & Weaknesses

Strength

Weakness

Fanta citrus

Brand Image

Aerated drinks not popular with health

Quality

conscious people

Supplier relationship

No Fruit content but still advertised as

Orange drink

Lemon up

Organized Structure

Lack of advertisement

Computerized Database

Not available in provinces other than

Understanding of Customers

Punjab
No distribution channels

lemon malt

Availability

Limited financial resources

Good distribution channels

Not available in faraway areas of Pakistan

Brand image

Buyer Analysis
User Profile

Demographics
Characteristic
Aging

15-45 years

Education

Primary to higher education

Religion

Muslim and Non-Muslim

Gender

Both (Males and Females)

Geographic

Details

Characteristic
Region

Details
Asia

Country

All over the Pakistan

Location

Urban and sub urban areas mostly

Psychographic

Details

Social Class

Middle and upper class

Interest

Socializing

Social status

Both (Brand Conscious and variety

seekers)

Characteristic

Behavioral

Pepsi twist is used according to the thirst and if the users is frequent buyer then user may
uses the product two to three times a day.

Buyer Analysis Cont.

Buying Decision Process

Needs Recognition

Information search

Evaluation of Alternatives

Purchase Decision

Post-purchase evaluation

Who Buys the Product (Mostly purchase is done by end consumers)

Who Influence Decision (Friends, TVCs, Word of Mouth and family are the
main influencer in the purchase decision)

Who make the Decision (The decision maker in most of the cases is the
consumer itself)

Decision Criteria (The decision maker in most of the cases is the consumer
itself)

Marketing Goals
To increase market share by taking competitive advantage to
gain customers from established competitors.
To acquire new customers in an effective way to gauge a
marketing plan's contribution to growing market share.
Using advanced point-of-sale systems to retain maximum
customers. (Using customers' telephone numbers or other
information to track purchase behavior).
Growing sales numbers relative to market growth of soft drinks
to gain maximum profit.
Maximizing the cost efficiency of sales promotions, public
relations activities and advertising. (To achieve marketing
strategies in a cost effective way).

Target Market
Geographic Variable

Demographic

Psychographic

Behavioral

World Region/
Country: Asia

Age: 15+

Social Class: Lower

Lower, Upper Lower,
Middle Class, Upper
Middle. Lower Uppers,
Upper Uppers

Occasion: Regular,
Occasional, light

Country Region:
Pakistan

Gender: Male, Female

(Both)

Life Style: Trendy,

Sophisticates

Benefits: Convenience,
Economy, Quality

City: Karachi, Lahore,

Islamabad, Multan,
Faisalabad, Gujranwala,
Sialkot etc.

Family Life cycle:

Young, Single, Married
with children

Personality: Cool,
Youthful

User status: Ex-user,

Regular user, Non-users

Density: Urban & Rural

Occupation: Students,
Professional & Technical,
Managers, Officials,
Households, Supervisors,
Clerical etc.

User Rate: Light User,

Medium User

Target Market Cont.

Primary Target Market
Pepsi customers are mostly young group so we suggest target
market should be

Age: between the ages of 14 to 50

Also target at School, Colleges, Universities, Homes, Restaurant,

Hotel and Stores.

Promotional Program Situational Analysis

Review of Existing Past Programs

Promotional Mix
Advertising
The phenomena used in past

Direct Marketing
Pepsi Twist Offered throughout

Sales Promotion
No extensive sales promotion other

advertising for Pepsi Twist is celebrity

partnerships but limited to just

than trade discounts were adopted by

endorsement. They endorsed the

supermarkets, but also campaigns

Pepsi twist earlier as its time span was

brand via celebrities to convey the

including emailing, texting/SMS, and

message.

sponsorships for Pepsi Twist.

very limited.

Television
Pepsi Twist used television ads to

Print
Used message Pepsi with a squeeze

Bill board
Covered full size bill boards on

promote their products. However

of lemon in their print ads, which

important places of the city to be

Media Strategies

Pepsi Twist as a specific brand has not were conveyed via newspapers and

visible. Pepsi twist billboards are not

a lot of ads. No new ad has been

currently used whereas Pepsi as a

Sunday magazines.

made and on aired in the past seven

mother brand is displayed extensively

years.

on billboards.

Message Strategy
Pepsi twist primarily used affective message strategy. The ads were made to evoke liking,
positive emotions, and favorable feelings towards the product and the company who sell it.
No ads focused on physical attributes of the soft drink. No functional benefits of the
product is being discussed in the ad.

Promotional Program Situational Analysis cont.

Strengths & Weaknesses of Existing

Programs
Strengths
Weaknesses

Promotional Mix

Endorsed well known celebrities in their ads.

No effective Direct Marketing limited to just supermarkets.

Offered trade discounts to gain shelve spaces.

Sponsorships for Pepsi twist in domestic tournaments

(Mohammad Ali shah Night Trophy)

Did not focus on conveying functional attributes in their

ads.

Did not use effective sales promotion as was required.

Did not gain long term brand loyalty which is one of the
reason behind sales promotion. (Franchise Building
Concept)

Media Strategies

Covered full sized bill boards on important places of

city to be visible.

Used important slot times for the ads to be on aired.

Not a lot of T.V ads of Pepsi twist as a particular product.

No message synergy using different media options.

Did not use print media effectively just used Sunday

magazines to convey their message that to for a very

Message Strategies

limited time.
Messages were made to evoke liking, positive

emotions, and favorable feelings towards the product

(Pepsi Twist) and the company who sell it

No functional benefits of the product is being discussed in

the ad.

No ads focused on conveying message about physical

attributes of the soft drink

Corporate Strategies
Corporate Image Strategy
Corporate image, or reputation, describes the manner in which a company, its activities, and
its products or services are perceived by outsiders.
The image of Pepsi twist should include its functional characteristics for example Pepsi twist
has low caffeine, it is also available in light flavor, it has low calories as compare to the
regular dinks and have a great taste with the flavor of lemon.

Brand Development Strategy

Brand development is the process of creating and strengthening the brand.
The strategy we suggest for Pepsi twist to build brand is first of all, to be available on every
place including schools, colleges, Universities and cafes. To be the number one requires
deeper penetration into the market and Pepsi Twist on its launch failed to deliver it. Second
we suggest Pepsi Twist to renew its positioning statement.
Pepsi twist with low caffeine, calories and have great taste of lemon. Or refresh yourself
with the flavor of lemon

Corporate Strategies cont.

Brand Positioning Strategy
There are 6 key steps to effectively clarify your positioning in the
marketplace:

Determine how your brand is currently positioning itself

Identify your direct competitors

Understand how each competitor is positioning their brand

Compare your positioning to your competitors to identify your

uniqueness

Develop positioning idea

Craft a brand positioning statement

Distribution strategy

One reason for product failure was the less availability in retail outlets and
currently it is only available in the supermarkets, to overcome this problem
there should be Intensive distribution of Pepsi twist whose aim must be to
penetrate the most in the market by using all available outlets.

Corporate Strategies cont.

Business to Business Strategy

We suggest Pepsi Twist to offer attractive trade promotions even at the expense of
their profit to start with. They must offer attractive margins to retailers and distributors
to make their brand available in the maximum places so that they can achieve a
higher market share.

Public Relation Strategy

For effective public relation regarding the Pepsi twist we suggest that there must be
collaboration with influencers because the best way to earn credibility is to have
people of influence who tell others why they appreciate your product or service.
Friends, peer group and family members can be the influencer regarding the Pepsi
twist. One way to do is sponsoring events in colleges and universities as it represents
greater chunk of target audience.

Evaluation

We can measure the corporate strategies with surveys, questionnaire, and word of
mouth and one to one interviews and compare it with benchmarked objectives.

Integrated Marketing Communication Management

IMC Objectives

To develop brand awareness

To change or influence customerbeliefsorattitudes

Informtarget audience about our Product

Persuadeour target audience to purchase our product

Remindour target audience about our brand and encourage them to

make the purchase again

IMC Budget
Components

Estimated Budget

Advertising

R.s 10 million

Sales Promotion

R.s 2.5 million

Public Relation

R.s 1 million

Direct Marketing

R.s 3 million

Personal Selling

R.s 1.5 million

Total

18 Million

IMC Objectives and Strategies

Campaign Objectives

First of all increase the awareness level of the consumers with in our target market
by 50%. There were very few ads of Pepsi twist when it originally launched in
Pakistan so most of the people were unaware of the product so the foremost
objective of this campaign would be to increase the awareness level to 50% within 3
months by aggressively running our campaign.

The secondary objectives followed by this would be to educate customers about the
product, to make the product the preferred one when it comes to the category of soft
drink and ultimately to induce the customer to take action i.e. purchase and increase
the sales by at least 35 % within 6 months.

IMC Objectives and Strategies Cont.

Strategies

To achieve Awareness Objective, we will try to engage maximum of our target audience
that is mostly youth by sponsoring event held at schools, colleges and universities like
Fun Fair, sports Gala etc.

As this is the age of information technology people love to socialize so for that purpose
we will use social media for that, we will create pages on Facebook, twitter and will
engage with the people to create maximum of the awareness.

To achieve Knowledge Objective, we will create an ad which will emphasize upon

functional characteristics of the product (Pepsi twist).

Availability plays a key role because when everything is achieved but the product is not
available it does not make any sense and it was also one of the many reasons why
Pepsi twist failed in Pakistan so to induce the customer to purchase the product we
suggest to make the maximum availability of the product in the market.

Positioning and Campaign Theme

Positioning Strategy

Whenever our product will be reminded by the target market. We want our
product reminded on the basis of functional characteristic (Pepsi twist with low
caffeine, calories and have great taste of lemon or refresh yourself with the
flavor of lemon)

Positioning Statement

Pepsi twist with low caffeine, calories and have great taste of lemon. Or
refresh yourself with the flavor of lemon

Campaign Theme

Slogan: A little twist on a great thing

Creative Recommendations
Target Audience
Our target audience are all those customers who looks for lemonade flavor, they are very
sensitive to the calories, caffeine content and they are very conscious about their health, at
the same time they want to refresh themselves. Mainly our target audience is youth and
professionals age between 15-35 years.

The Copy Platform

Advertising Objectives (Mainly our primary advertising objective is to create awareness

about the product, about its features, functional characteristics)

Advertising Strategy (To attempt to communicate the benefits of product by defining its
functional characteristics)

Advertising Appeals (Our ad will be animated which will infer the target audience as
brand appeal, youth appeal and play on words)

Advertising Execution Format (Format execution of advertising will be demonstrating

because in the ad the product will demonstrate its features/functional characteristics to
the target audience)

Rationale for Creative Recommendation (Our main objective is to create awareness

and make perception in the minds of customers by defining/communicating the functional
characteristics and persuade them to use the Pepsi twist)

Creative Recommendations Cont.

Execution

Storyboard

The ad will be theme based and it will display all the slogans of the Pepsi used in
different campaigns, specifically to the Pepsi twist the ad will contain the functional
characteristics of ad . The ad will end up with a new tagline of Pepsi twist.

Advertising Media
Recommendations
Target Audience

Objectives

To achieve 85% of the reach.

To achieve maximum exposure by displaying the ads on prime time.

To increase advertising in Punjab as it caters the most in terms of population.

Strategy

As our product is targeted to youth and primarily to those individuals who want
refreshment consuming less calories and our ad will also specifically focus on
functional characteristics of the product

Sponsoring the programs that focuses on health related benefits in which people
are very much keen to use products that will not impact in greater calories content.

We will be using billboards as they reach more people for a rupee than any other
media at important places of the cities.

Displaying the ads on prime time to achieve maximum exposure.

Advertising Media Recommendations Cont.

The Media Plan

Media Mix Recommendation and Rationale

Outdoor advertising/billboards (These reach more people for a dollar than any other media)

Broadcast Television (Consumers feel more comfortable with brands that advertise on television)

Online Advertising (Internet ads can be viewed by millions of people while being displayed all
day and nigh)

Geographic Scope

As Pepsi is the multinational brand and Pepsi Twist comes under it so the Geographic scope will be the
entire Pakistan but in order to launch it again with a new look we will be focusing much on the biggest
province of Pakistan in terms of population i.e. Punjab.

Brand Development Index

Assuming that the Pepsi twist accounts for 2.5 % of the this sale in Gujranwala
Gujranwalas population is 1.88% of Pakistan
So BDI for Pepsi Twist
2.5/1.88=1.38%

Advertising Media Recommendations Cont.

Media Class

Medium

Media Vehicle

Campaign Period

Cost
(Rs)

T.V

Entertainment

GEO TV

3 Months

2.75 million

Online

Social Media, Blog

Facebook, Twitter

6 Month

0.25 million

Billboards

Shalimar

3 Months

1 million

Advertising

Outdoor
Advertising

Advertising

Sales Promotion Recommendations (Consumer)

Target audience

Objectives

Our sales promotion main objective is to increase the purchase intention toward the
Pepsi twist by the target audience.

Our objective is to create an interaction/interest about the product. In fact, creating

interest is often considered the most important use of sales promotion.

Technique

Joint promotion with lays,

Coupons will be distributed among the consumers at social website,

Free Sampling

Discounts

Sales promotion Plan/ Timing

Sales promotion will be mainly based in summer season because the demand for
drinks increase in summer, sales promotion will be limited time with respect to budget.

Sales Promotion Recommendations (Consumer) Cont.

Rationale

Rationale for free trial and joint promotion is that our target audience is youth, they
look for something new and we are launching the product again so in this way it is
important for company to tie up the product with already established product so that
its worth can be increased. There is increment of demand in summer so discounts will
provide an opportunity for consumers to try the product thus generating sales for the
company.

Budget

The budget in the above section for sales promotion is stated Rs 2.5 million. We are
allotting of 40% for customer which is Rs 1 million.

Sales Promotion Recommendations (Trade)

Target Audience

Objectives

To push the product in the market by distributors and retailers.

To increase sales by 35% by offering the trade discounts up to 10%.

To increase product visibility and brand awareness with consumers.

To increase product consumption rate

Technique

Off-Invoice Allowances in this we will allow wholesalers and retailers to deduct a set amount
(10%) from the invoice.

Buying allowance in this we will offer discount for bulk purchasing 10% to 25%.

Display and advertising allowance in this we will offer 5% discount it will be offer when the
retailer will arrange the product display in a prominent place.

Sales promotion Plan/ Timing

Sales promotion for distributors will vary depend upon the purchasing like if an distributor
purchase/sale the stock then the discount will be given. The range for discount will be 10% to 25%
with respect to purchase/sale of Pepsi twist.

Sales Promotion Recommendations

(Trade) cont.

Rationale

Rationale for selecting the main distributors and retailers is that when you launch
again the product, we have to push and it is only possible through the traders by
offering them the discounts. In this way to they will put the effort for Pepsi twist.

Budget

The budget in the above section for sales promotion is stated Rs 2.5 million. We
are allotting 60% of sales promotion budget for traders which is Rs 1.5 million.
When you launch again the product, we have to push and it is only possible
through the traders by offering them the discounts. In this way to they will put the
effort for Pepsi twist.

Direct Marketing Recommendations

Target Audience

Objectives

To increase order for product (Pepsi twist)

To receive enquiries regarding product

To receive expression of interest

To increase visit to the company website

Media Type

Electronic Catalogue (Ease of Storage, Ability to Interact, Ease of Access, Instant,

Easily Transportable)

Electronic Direct Marketing/ Email (Targeting , Cost Efficiency ,Effectiveness, Speed

& Safety

Direct Marketing Recommendations Cont.

Direct Marketing Plan/Timing

This direct marketing plan will be launch from JUNE to AUGUST as in these months
summer season is on its peak and also Ramzan will be in these months. The consumption
of drinks/beverages increase in Ramzan and we think as it is best time to launch the
campaign. As also our objective is to increase the sales of product (Pepsi twist).

Rationale

The rationale for using the direct marketing is that it is highly targeted, cost effective and
we can measure the response.

Budget

The
budget allocated for direct marketing in 0.1
theMillion
Overall
IMC budget is 3 million.
Electronic Catalogue
approx. (Eden Robe Reference)
Electronic Direct Marketing/ Email

0.2 Million approx...

Infomercial

2.5 Million will be uploaded on YouTube and also will be

displayed 2 times on National TV

*Cost of displaying a 30 sec ad is RS. 35000 (Minimum) On National T.V.

Internet/Interactive
Recommendation

Target Audience

Objectives

To engage maximum people on social websites as possible.

To engage in effective customer targeting.

To reduce high costs of personal calls

To create a buzz

To gain consideration

To generate interest

To create awareness

Internet/Interactive Recommendation Cont.

Strategies/Executions

The strategy would be to create pages on social websites and engage maximum of
the target audience cost effectively. Moreover blogs will be created to interact with
the target audience to answer their queries and try to engage them with the product
related discussion as possible.

Rationale

The rationale for using this tool is very simple as it is the most cost effective one and
it will reach the maximum of the target audience. People of every age in todays era
are very much socialize and love socializing. It is also one tool that will generates
maximum word of mouth.

Budget

The budget for interactive/Internet is very minimal as mostly everything is created

free of cost. The only cost that will occur is its managing cost.

Public Relations
Recommendations
Target Audience

Objectives

To improve the image/opinions through different corporate advertising. It will also

give a chance to create relationship.

To improve communication regarding product with stakeholders.

Strategy/Execution

Strategy execution to meet objectives is that we will do corporate advertising in which

we will focus on event sponsorship in different colleges and universities. Moreover the
functional benefits of Pepsi twist (low caffeine, low calories and great taste) will be
communicated.

Public Relations Recommendations Cont.

Scheduling/Plan

The scheduling/plan of public relations will mainly depend upon the events organized
by the different colleges and universities but sponsorship for different events will be
offered only in summer season because it will give the chance to youth to taste the
new flavor.

Rationale

Rationale for events sponsorship in different college and universities is that because
there is huge chunk of youth, it will also contribute to our objective and give chance to
youth to taste the new flavor. In this way the particular product will get an image in the
mind of costumers.

Budget

Budget for public relation is Rs.1 million.

Personal Selling
Recommendations

Target Audience

Objectives

To gain maximum of shelf space.

To make maximum of products availability

To serve the existing customers

To search out and obtain new customers

Strategy

Personal selling is a strategy that salespeople use to convince customers to purchase a

product.
The strategy we suggested that there will be salespersons in the super marts or big
stores they will try to convince the different consumers to taste the flavor and they
will also get the real time feedback or suggestions which will be communicated to the
focal person to know all about the perception of consumer regarding product. In this
way the company will get to know about its potential weakness and can also rectify it.

Personal Selling Recommendations Cont.

Rationale

The rationale for using personal selling is that as our product i.e. Pepsi twist is
already in declining stage so it requires personal demonstration and convincing so
that super stores and other retail outlets may cater it and give our product the
needed shelf space required. In this way not only its availability but also its
visibility would be high.

Budget

The budget allocated for personal selling is Rs 1.5 million which will be for the
salaries of the sales personnel and other miscellaneous expenses related to selling.

Campaign Flowchart (Prefer to

have it)
1.Advertisin
g

2.Sales
Promotion

3.Direct
Marketing

4.Personal
Selling

5.Public
Relations

Include: Consumer
Include: Electronic
Include: Ad, Out Door
Include: In this our sales Include: Corporate
Promotion
(40%
of
2.5
Catalogue,
Mailing
List
Billboards and Internet
team will go to different advertising (event
Million)
and
Trade
and
Infomercials
Budget: Rs 10 Million
stores and different super sponsorship)
Promotion
(60%
of
2.5
Budget:
Rs
3
Million
Ad: for 3 Months ad at
marts and try to convince Budget: Rs 1 Million
Million)
Electronic
Catalogue:
GEO from March to June,
the customer to try Pepsi Corporate advertising:
Budget:
Rs
2.5
Million
This
will
be
available
at
6:00 Pm to 9; 00 Pm, One
Twist.
In Corporate advertising
Consumer
Promotion:
the
official
Website
Time in a day
Budget: Rs 1.5 Million
there will be event
Coupons
after
submitting
Mailing
List/SMS:
Billboards: City
sponsorship. There will be
feedback
at
face
book,
Mailing
list
will
be
bought
(Quantity) Karachi (10),
20 events offered as
Free
Trials
in
different
from
different
agents
and
Lahore (5), Islamabad (5),
sponsors to different
universities,
Joint
Message
will
be
also
sent.
Peshawar (5), Quetta (5).
universities in Karachi (5),
Promotion
with
lays
family
Infomercials:
This
will
be
Internet: Face Book,
Lahore (5), Islamabad (4),
Pack,
10%
Discount
for
played
on
Geo
because
Twitter
Peshawar (3) and Quetta
limited time
Geo has more viewer base
(3). In which the Printing
Trade Promotion: off as compare to other
Flex, Opening, and closing
invoice 10%, Bulk Buying channels 30 minutes.
refreshment of Pepsi twist
allowance, Discount for
will be included.
Shelf Space 5%

Measurement and Evaluation

The following measures will be used for Evaluation for different IMC related
activities

Activities
Advertising
T.V
Outdoor/Billboard
Internet Interactive

Evaluation Measures

Gross rating Points

Recall and Recognition
Likes and Followers

Sales Promotion
Trade
Consumer

% Increase in Sales Volume

Direct Marketing
Electronic Catalog
Direct Mail
Infomercials

Online viewership rating & Queries

Reply-paid card*
Gross rating points*

Personal Selling

% increase in Availability
% increase in Shelf spacing

Public Relations
Sponsorship Marketing

Image rating

Budget Summary & Time Table

Activities

Costing (RS)

Time Span (2016)

Costing Breakdown1
(RS)

Advertising
T.V
Outdoor/Billboard
Internet Interactive

63,00,000*
30,00,000*
3,00,000*

May-Aug (3 months)
Mar-June (3 months)
18750 Likes unlimited time

70000*30*3=63,00,000
40,000*25*3=30,00,000
300000/16 =18750

Sales Promotion
Trade
Consumer

15,00,000*
10,00,000*

During the Ad Time Period

10% off invoice, 5% discount

for shelf space, Bulk Buying
Allowance.(Trade)

6,00,000 Allocated for free

trials,4,00,000 Allocated for
10% off on regular price , 10%
discount coupon on feedback,
Joint Promotion (Consumer)

Direct Marketing
Electronic Catalog
Direct Mail/SMS
Infomercials

1,00,000*
2,00,000*
21,00,000*

Personal Selling

15,00,000*

Public Relations
Sponsorship Marketing

*10,00,000

Unlimited
Cost of making of Catalog
3 Months
Agency Charges of Mailing list
One time (Geo) in between T.V 70000*30 = 21,00,000
Ad Duration

Labor cost
Transport cost
Depend on University events
50,000 for 20 events

Conclusion & Recommendation

Conclusion
We have covered the different components of Integrated Marketing Communications which are
discussed above briefly. Assistant marketing manager (Muhammad Ali) of Pepsi cola wants a
brief plan to re-launch the Pepsi twist. We got different guide lines from our instructor (Mr. ABID
AWAN) and the Assistant marketing manager of Pepsi cola to proceed. In different meetings the
Assistant marketing manager shared his views like how and why Pepsi twist has failed to
capture the market and what factors played a negative role to fail the product. Now there is
question, In order to re-launch Pepsi twist what Pepsi cola has to do? IMC plan includes variety
of tasks which Pepsi cola has to do for re-launching product e.g. to redefine the objectives,
reposition the product, communicate the product features etc. On the basis of provided
information by the assistant marketing manager of Pepsi cola this project address the certain
issue and how these issues can be resolved are discussed briefly.
Recommendation
To re-launch a product, that demands a more deeper market analysis and requires a minimum
tenure of 3 months, this reports lacks the market analysis and based upon the findings thats
were told by the Assistant marketing manager (Muhammad Ali). We recommend that if there is
no difference between the issues told by the Assistant marketing manager then this project is
applicable under some constraints. If there is difference between the issues told by the
Assistant marketing manager then it requires more study.