PEPSICO LECTURE

BUI THI HANH THAO

GROUP ASSIGNMENT
MKT318

2022, OCTOBER
 OUR
TEAM MEMBER

Dương Hồng Thương Lê Thị Yến Nhi

HS163187 HS163170

Vũ Lam Nhi Nguyễn Ngọc Thảo

HS163185 HS160665

Chu Đức Hoa Nguyễn Tuấn Anh

HS170345 HS170418
TABLE OF
CONTENTS

4
I.Introduction
5

6
Digital Marketing mix evaluation
7

II. Digital marketing measurement Plan 7

1.Brand measurement - Identifying the business objectives 8-15

2. Customer outcome - Define key questions you will be asking of the

16-28
data.

3. Consumer value - Identify the type of analysis you will be

29-31
conducting and the resultant data you will need

4. Attribution - - Plan your approach to collecting your data — the

32-38
data you require and the sources (and tools) you will use

III. Recommendations and Conclusions 39-40

IV. References 41-42

 Company
introduction
HISTORY

PepsiCo was founded in 1964 through the merger of Pepsi-Cola and Frito Lay.

PepsiCo is a leading global food and beverage company whose products are

consumed more than a billion times a day in more than 200 countries and

territories around the world. The corporate office is located in Purchase, New York.

Caleb D. Bradham (1866–1934), a pharmacist in New Bern, North Carolina, invented

the original Pepsi-Cola. Bradham gave the name Pepsi-Cola to his sweet,

carbonated beverage with a cola flavour in 1898 in an effort to emulate the recent

success of Coca-Cola. The beverage was so well-liked that in 1902 Bradham

established the Pepsi-Cola Company.

Vision

PepsiCo's vision is to capture PepsiCo's competitive spirit, intense focus

and shared values: to Be the Global Leader in Beverages and Convenient
Foods by Winning with PepsiCo Positive (pep+)
Mission

PepsiCo's mission is to create more smiles with every sip and bite. By
creating moments of joy through delicious and nutritious products,
fostering innovation and delivering growth, gaining new skills and
building successful careers, sustaining the workplace. Diversity and
inclusion for the community, conserving the precious resources of nature
and nurturing a sustainable planet for future generations, providing
sustainable leading TSRs and applying best corporate governance.

Product

product including beverage and convenient foods portfolio that
PepsiCo
includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew,
Quaker, and SodaStream.

Target customer
PepsiCo's target customers are customers aged 15-45 years old from all
walks of life: average, above-average and also among high-income
people, from modern to minimalist. The prices of products from the
brand are also very diverse, suitable for all users' choices.
 Digital Marketing Mix Evaluation
Explain the concept of digital marketing, evaluate the digital marketing
mix 4Ps
Digital Marketing
Digital marketing, also called
online marketing,refers to all
marketing efforts that occur on
the internet. To engage with
present and potential customers,
businesses use digital channels
including search engines, social
media, email, and other websites.
This also involves messaging via
text or other types of multimedia.
(HubSpot,2022)
PepsiCo's Price
In the non-alcoholic beverage
industry, the company's major
competitor is Coca-Cola, and
PepsiCo acknowledges the need to
exercise price competition on its
products. PepsiCo offers discounts
on their bulk purchases or
promotions. They offer the product
in a variety of sizes, the largest of
which will be relatively cheaper,
meaning a 2 litre Pepsi bottle
compared to a 250ml bottle will be
cheaper per 100ml. This will
motivate customers to buy larger
bottles and end up buying in bulk.
PepsiCo's Products
PepsiCo distributes its products to customers through a global network. In the
composition of this marketing mix, distribution and sales locations are taken into
account. PepsiCo's distribution locations include Retailers and Online
merchandisers. Most of PepsiCo's products are available at retail stores such as
grocery stores, supermarkets, and convenience stores. However, customers can
also access items such as T-shirts or backpacks licensed by PepsiCo through the
website or retailers. As such, PepsiCo's product distribution locations are
primarily offline retailers.

PepsiCo's Promotion
One of the main factors preserving PepsiCo's reputation as a brand is promotion.
Promotion is one of the strongest reasons that Pepsi retains its brand image. The
company considers youngsters as its main target audience and they target them
through celebrities and sports personalities in their promotion as the youth is
mainly drawn to sports and celebrities. PepsiCo uses public relations through
financial assistance and sponsorships, such as in sports events. On TV, radio, print,
and online media, the company is well recognized for using celebrity endorsers
to market its products. The business sponsors or provides storefront and other
locations with business signs as another form of advertising. PepsiCo occasionally
uses sales incentives like discounts or package deals.
 1-BRAND
MEASUREMENT

1.BRAND IMPACT

The first is brand impact, which answers the question "How effective is marketing in improving how customers

engage with and perceive our brand?".Insights into brand health allow marketers an idea of their digital marketing

performance as a complement to (or replacement for) sales lift measurement (Brand Measurement,n.d). Now, we

are focused on brand measurement at this point through 2 tools of Google: Google Trends and Google Analytics.

GOOGLE TRENDS

Google Trends is a free Google tool that statistics how often a

keyword is searched (through Google Search, Google News,

Google Images, Google Shopping, and YouTube) compared to the

total number of other keywords over a given period of time.

In addition, Google Trends also statistics the rate of searching for

that
keyword in each region, territory, and country. With more than 1.5

billion users worldwide and 40,000 search queries processed every

second, the amount of data Google collects is incredibly valuable,

especially useful for marketing research purposes.

How to use Google Trends

To use Google Trends, first visit the

Timeline
website. On the home page, you just

need to enter the keyword you want in

the search bar at the top of the page.

The main questions get from

Trends
The brand's coverage?
The viewer's location?
Did our target audience see our

ads?
How much of our advertising was

seen and audible?

How many different people did we

The planning and data collecting time through GG.

get in touch with? Trends will be done on the same day, at the end of

How do we keep track of devices

February. Because of the characteristics of GG. Trends, it

in relation to people? will give measurement results in 3 months through only

How much traffic to my website?

1 search. Then comes the analyze and report step.
What is effective on the search

method?

Statistics

When measuring, we choose a timeline of 3 months ( December 2021, January 2022, February

2022 ) and receive a fairly high amount of interest over time. It seems that Pepsi has been doing

well in advertising campaigns as well as promoting his sales, the number of visitors is even and

peaked before February 14, there must have been great gifts given on this Valentine's Day.

Reach Channel: you will know which search channel users search for that
keyword through: Image Search, News Search, Google Shopping or Youtube Search.

 THE INFLUENCE OF THE BRAND

How much traffic to my website? What is effective on the search method?

Geographic location: data can be counted by country and province/city. Most of the visitors are

located in the southern region, the provinces of Da Nang, Ho Chi Minh, Can Tho, Ninh Thuan

Province, DakLak Province,...including Nga Bay town, Hau Giang has the most traffic
Search categories: Here you can select keyword search frequency statistics by

financial, sports, travel, and real estate categories, categories,... There are topics

related to Pepsi, the most searched keywords, there are also topics related to the

topics "Water Bottle" and "Pepsi"...

If you want to compare two or more keywords with each other, you can use the

"+comparison" function located at the top of the website.

This will make it easier for you to learn and compare this brand's metrics

with other brands.

Identify the most popular area Tracking marketing performance

Google Trends can tell you information

Through statistics from Google Trends,

about regions and countries with a high

businesses can track and measure

level of interest in keywords. Businesses

marketing performance as well as

can use this information to identify

consumer brand awareness for their

potential customers and build the right

products.
advertising campaign.

Catch the latest trends Choose effective SEO keywords

The homepage of Google Trends contains

To increase traffic to the website, brands

a wide range of information about the

need to have a solid SEO strategy. With

various trends that are trending around

the help of Google Trends, it's easier to

the world. This information is especially

identify keywords that are searched

useful for businesses. frequently. And the brand just checks

and reviews them before putting them in

its article.

Competitor analysis

You can also use Google Trends to analyse your competitors. While this is not the best

analytics tool, it can still give you an overview of the frequency of searches of products,

brands, and services,... That's what your opponent is offering.

Google analytics

Google Analytics is a tool used to shape website health, provided for free by Google.
Besides, when integrating this tool into your website, Google Analytics will provide detailed

reports on the relevant indicators of the page such as website usage, human behaviour,

and traffic statistics. Learning and analysing user behaviour in Google Analytics is a way to

analyse website health and the behaviour of users visiting your site. Brand Impact

Measurement.

The main questions get from Google Analytics

How many people visit our website?
Where do our audiences live ?
Are our websites mobile-friendly?
Which sites send traffic to our site?
Which pages on my website are the most
popular?
How many visitors converted into leads?
What blog content do visitors like the most?

Statistic

Sessions are the period of time when a user begins to actively interact with a website or app

until it exits. The more session metrics show the greater the traffic to your website.
The number of sessions per User are the number of sessions per user created.
Pageviews are the total number of pages you've viewed. A pageview counts as one of your

pages loaded in the browser, and a user session can view many different pages, the

equivalent of creating multiple pageviews.

Avg. Session Duration: the average length of a session.
Bounce rate is the percentage of single sessions in which users view only one page on your

website and exit without looking at any other pages. The higher the Bounce Rate, the worse

it will affect customer satisfaction as well as the website/brand of the business.

The basic terms to know in Google Analytics:
In Google Analytics there are 3 main reports that you need to know: object reports,

acquisition reports, and behavior reports. Let's find out how to read each specific
report.
Audiences Report is a report that provides great detail of the user's behavior in response to

your marketing activity, including metrics such as: number of

users, new users, number of sessions, number of sessions per user, number of sessions per

user, number of page views, page number/session, the average duration of the session and

the bounce rate.

Overview (New users vs. old users, Frequency & Recent visits, Engagement) Measure how

many times old users return to your website and how long they visit the site. From there,

focus on improving content and optimizing the web to satisfy the user experience more.
Organic search: Search engines like Google Technology (Network, Browser, and

Paid search: If you run ads, here are the

Operating System) Understanding
statistics related to running your ads. which browsers are most used by

Social: Social networks such as Facebook, and

users to reach your website

YouTube, for example.

makes it easy to coordinate and
Direct: Is the amount of traffic that users type

refine versions of your website

directly into the domain of the website

and content so that the display is

Referral: As a source of introduction, for

example, you put your website link on other

most relevant.
websites to introduce to users.
Other: Is the amount of traffic from other

sources such as Zalo.

Behaviour Report: In this report,

The Acquisition Report shows how

Google Analytics will focus on

customers come to your website and how

statistics on the pages with the most

they visit it. Google Analytics statistics the

traffic and the load rate of each page.

percentage of channels that customers

Brands will understand user

come to your website such as Google

engagement behaviour such as which

search, display, social, direct,... In more

pages are having the highest views

detail, you'll determine which channels

and the average time to see if the

attract the most customers to visit, which

page is long, the most exit rate on

channels are most engaged, and which

which page. This report will measure

channels bring in the most revenue: the following three aspects:

Page time: the report allows you to analyze the average page load time of each individual

page.
Speed recommendations: suggest to users detailed parameters about the average speed

of the page and the Core Web Vitals Essential Indicators of the page. Thereby knowing the

reasons and how to implement specific optimization.

User time: allows to perform a detailed analysis of the load time of any user interactions,

separate events or visits that you want to follow (e.g., how fast
the image loads, the response time for button clicks).
 CUSTOMER 02
OUTCOMES

WHAT IS CONSUMER OUTCOME?

Outcomes take place along the consumer's decision-making
[Action Item]
process
on the road to a sale. Saving time, money, and increasing sales are
just a few examples of customer outcomes. In a nutshell, it refers to
the specific things your solution can accomplish for your customer
and the quantifiable outcomes they will notice. In order to effectively
define these value drivers, your business must collaborate to
comprehend the potential outcomes in order to create reasonable
consumer expectations at the moment of sale and convey that
message throughout the whole customer experience.
( Valuize , 14/4/ 2021).

The next stage is to delve further and ask "why did it happen" after
answering the initial inquiry, "what happened"? Diagnostic analysis
can be used in this situation. The diagnostic analysis delves deeper to
identify the reasons for those outcomes using the knowledge
gleaned through descriptive analytics. Because it makes more
connections between data and detects patterns of behavior,
organizations adopt this kind of analytics.

The generation of thorough information is a crucial component of

diagnostic analysis. When fresh issues come up, it's probable that
you've previously gathered some information about the situation.
There is no need to repeat work because you already have the data
available, and all issues are connected.

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 CUSTOMER 02
OUTCOMES

It is accurate to say that a company's ability to generate money

depends on how it responds to the question, "What are we asking
customers to pay for?" rather than on the claims made in
advertisements, online, or during sales calls. Your revenue model
needs to evolve, which calls for a new mentality and set of skills.
(Bertini and Koenigsberg, 2020)

Key Questions:

1. Which customer segments does the company want to target?

2. What does the customer's buying decision journey look like?
3. When using the company's products, are customers satisfied or
not?
4. Do people want to keep purchasing the brand's products and
returning to the store?
5. How do we engage customers who participate in the creation of
outcomes?

CRAZY EGG
 CUSTOMER 02
OUTCOMES

What is Crazy Egg?

It's a tool used to analyze visitor behavior and display as Heatmap.

[Action Item]
Crazy Egg mainly focuses on providing features including: Heatmap,
Scroll Map, Overlay, Confetti. It allows you to see what customers
have done on your Web site and evaluate the appropriateness of the
design and layout of the Web site thereby increasing the likelihood of
conversion

Crazy Egg Key Features:

Heatmaps:
Heatmaps are UI/UX analytical tools that help website owners know
where their users click most. It provides a clear picture of your users’
focus points on your website. Heat map guides you to modify your UI
and get the most conversion from your visitors.

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 CUSTOMER 02
OUTCOMES

Recording
Session recording is a valuable CRO tool that allows you to
anonymously see your users’ interaction with your website. It’s as
though you stand next to them, observing how they click, scroll, and
browse your website.
A/B Testing
Using Crazy Egg's A/B testing tool, you can choose an element to test
ideas. For example, It enables you to test various headlines,
copywriting approaches, and product descriptions to determine
which performs best in terms of conversion.
Overlay Report
The Crazy Eggs overlay tool places a plus (+) sign on your website's
clickable spots. After that, you can click on these markings to find out
how many individuals did.
 CUSTOMER 02
OUTCOMES

Confetti
Confetti report categorizes clicks for you based on referral sources,
search queries, and so on. It also provides you with click pattern
insights and 17 digital marketing metrics to understand your visitors’
[Action Item]
on-page behavior.
Scroll Map Report
Scroll maps are helpful tools that provide information about how far
users scroll down on your website. Crazy Egg allows you to control
where visitors leave your website, where to keep them, and where to
add more to keep them for longer. This Crazy Egg tool also helps you
find your above-the-fold to design your UI accordingly.

( WatchThemLive,2022)

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 CUSTOMER 02
OUTCOMES

PROS CONS

Crazy Egg is easy to use. It’s easy Reviewers reported that

to install, and get started with it
in a few minutes:
Also, CE allows for customer
segmentation based on their
referrer, location, etc
A host of effective tools
Find out the origin of your site
visitors. Whether it’s from your
Facebook page, Twitter, or other
sources, you become more
acquainted with which of your
social media platforms are
doing good to get more traffic
to your site.
customer support was relatively
weak
High cost: According to the
Crazy Egg pricing page, its users
get billed annually and don’t
have a month-to-month
payment option
The data doesn't always contain
context.
(Crazy Egg Reviews & Ratings 2022,
2022)
 CUSTOMER 02
OUTCOMES

HUBSPOT

WHAT IS HUBSPOT?

The cloud-based CRM HubSpot was created to aid in the alignment

of sales and marketing teams, promote sales enablement, increase
ROI, and improve your inbound marketing strategy to produce more
qualified leads..)

Hubspot Key features:

Marketing Hub: With Marketing Hub, all of your marketing
information and tools are accessible on a single, effective platform.
You'll gain all the information you need to deliver a customized
experience that efficiently attracts and converts the correct clients
while saving a lot of time.
Increase traffic and convert leads
Make conversations with visitors
Personalize your website for every visitor
Show the revenue impact of your Marketing Campaign
Automatically record every interaction

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 CUSTOMER 02
OUTCOMES

Sales Hub: It enables a company's sales force to communicate with

customers without wasting critical time and resources on repetitive
data entry or email writing. Sales Hub constantly works and gives you
more options for completing business than you might imagine. It
consists of Pipeline Tracking, Free Calling, Email Templates, Email
Sequences, and Meet Scheduling.
(Salimon, Kulkarni and Chola, 2021)
Streamline your outreach
Make calls, send emails, or enroll contacts in sequence
Close more deals faster
Give the insights your team needs to iterate and improve
Build trust and establish lasting relationships.
Automate administrative tasks, and get full visibility into the health of
your business.
Connect with customers from anywhere — on both their terms and
your own.

CMS Hub: The content management system you require, optimized

for conversion on all devices, quickly develops and customizes
website pages for each visitor. You can depend on developers
whether much or how little you choose.

Reduces website management so you can focus on customers and

grow business
Marketers can easily create personalized content, leverage tools like
SEO, use live chats to engage visitors
Developers can create flexible themes and content structure on
Website
 CUSTOMER 02
OUTCOMES

Operation Hub: Operations Hub gives you a unified toolset that

connects apps, cleans and curates customer data, and automates
business processes under one central CRM platform.
Data quality automation guarantees the accuracy of names, dates, and
information
Programmable automation enables custom JavaScript code blocks,
right it workflow
Adapt your business processes to reduce customer friction
Enable fast, easy, and consistent reporting for your whole company
(HubSpot | Inbound Marketing, Sales, and Service Software, 2022)

Service Hub: Service Hub brings all your customer service data and
channels together on one CRM platform, so you can efficiently
onboard, support, retain, and grow your customer base.
Expand your support team’s capacity through automation and self-
service.
Improve collaboration by uniting your teams and channels.
Identify opportunities to enhance the customer experience.

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 CUSTOMER 02
OUTCOMES

PROS CONS

Maintains all of your customer Tricky To Use Correctly: As

service, sales, and marketing noted, the HubSpot platform
data in one location must be used correctly in order
Completely Customizable: The for it to be worthwhile. But this
HubSpot CRM enables you to can be tricky for some
modify your platform to meet marketing teams.
the requirements of your Onboarding Fee: In addition to
internal workflows and brand the regular monthly fee,
message. HubSpot's onboarding fee is one
factor to be considered when
weighing the platform's pros
and cons. The fee varies
depending on the package--
with the "basic"onboarding fee
costing $600, the "pro"$3,000,
and Hubspot's "enterprise"
onboarding fee the most
expensive at $5,000.
 CUSTOMER 02
OUTCOMES

MATOMO
What is Matomo?
[Action Item]
Matomo (formerly called Piwik) is an open-source measurement
software that provides statistics of data on the use of a web page,
such as visits, pageviews, and origin of visits…and collects user
behavior information on the website, which is an alternative to
Google Analytics.

Matomo Key Features:

Matomo Analytics is packed with all the features you need to track
traffic, understand customer needs, and improve your website.
Planning time and data collection through Matomo will be done on
the same day, week, or month. Depends on the level of the
company's search.
+ For websites with not too large traffic: every 15 minutes, we can
process it once.
+ As for websites with high traffic: every 1 hour can continue to be
measured.

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 CUSTOMER 02
OUTCOMES

E-commerce analytics – You can easily understand the

purchasing behavior of your customers so that you can effectively
increase sales and income. You can quickly identify popular
locations, best-performing channels, devices used by users,
customer engagement, and more. Easily view total revenue, order
counts, conversion rates, campaign keywords, abandoned carts,
and more.

Visitor Profile – Matomo Analytics provides you with a Visitors tab

which gives you a lot of information about your visitors. You can
define your target audience and high-performing areas for your
business where you can maximize your customer conversions.
Matomo Analytics allows you to see each visitor's lifetime journey.
Plus, you can see the actions users take while they're on your site.

Segmentation – Matomo Analytics makes it easy to divide your

large audience into smaller groups for sharp focus.

Real-Time Traffic Reports – Matomo Analytics shows you who is on

your website in real-time. This feature is useful if you have an
urgent offer and need to monitor your traffic in real-time. If you're
rolling out a new product or feature, you can quickly find out how
users get the news.
 CUSTOMER 02
OUTCOMES

Extensive Geolocation Reports – You can quickly locate your

visitors thanks to detailed reports completed with maps. You can
view popular continents, countries, cities, regions, browser
[Action Item]
languages , and Internet providers with just one click.

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 CONSUMER VALUE?

WHAT IS CONSUMER VALUE?

Customer value is the perceived value of a product or service to a customer
compared to possible alternatives. Value means whether customers feel they
receive benefits and services more than what they paid for. Understanding
customer value and how that value is calculated can help your business price
products fairly and reduce friction in the customer experience. The typical
formula for customer value can be written as:
(Total customer benefit - Total customer cost) = Customer value, or
(B - C = CV).

ROLE
Marketing strategies can be informed by the customer value in the areas of
targeting consumers, automating bidding strategies, and attributing future
value to those consumers (Kevin Hartman, 2022).
Optimizing customer value over time is a key benefit of lifetime value (Kevin
Hartman, 2022).
Understanding the value you provide customers can help you to better
attract potential customers and better service existing ones (Qualtrics,2022).
Figuring out why customers are coming to your brand, in particular, helps
you to better tailor your products and services to new audiences. It can also
help build stronger trust, and get existing customers to purchase more
(Qualtrics,2022).

Understanding what’s affecting your customer value, you can start to

actively shape perception and ensure you consistently meet customer
expectations (Qualtrics, 2022).

 CONSUMER VALUE?

ROLE OF CUSTOMER VALUE FOR PEPSI

A small group of target customers will increase the opportunity to

expand the market for the business, providing a potential market.
Based on the sharing of unique characteristics and interest in
products that customers share, thereby building a reasonable
consumption trend for each buyer.

KEY QUESTIONS
What is the customer's purchasing criteria?
Do Pepsi products satisfy customers?
What is the percentage of customers repurchasing the product?

DATA NEEDED TO COLLECT

Customers’ purchasing criteria
Customers’ straight rebuy ratio
Customers’ satisfaction
 CONSUMER VALUE?

PRIMARY DATA

Online survey
Offline survey (perception change, offline dealer lookups)
Direct interview: chat contacts, email contacts, phone calls
Social media (Facebook, Instagram, Youtube, Twitter)

SECONDARY DATA
Social media
The method to collect data:
Use Google Tools: Analysis, Trends, and so on
Use bot
It is common for organizations to use bots to pull facts
from boards and social media for sentiment and
competitive analysis (formplus, 2021).
The plan
Collect statistics on customers' opinions on Pepsi product
strengths and weaknesses to resolve a new or related
commercial enterprise problem.
 4-ATTRIBUTION

Attribution is simply a reporting

strategy that allows marketers
and sales teams to see how their
marketing activities are
impacting a customer's buying
process.

For example, if marketers want

to see how a blog post or social
media strategy affects sales, they
can use attribution marketing
report types to compile data and
make decisions based on those
reports.
 PEPSICO
Contracts for marketing and advertising
in local and international markets are
very important to PepsiCo. Numerous
agreements have successfully increased
public awareness of PepsiCo's products,
raising the degree of product brand
identification.

In order to boost consumer awareness of

existing goods and support the launch of
new ones, PepsiCo expands its
advertising efforts through the use of
television, radio, newspapers, panels,
and posters. This will help the business
achieve its goal of increasing market
share.
 EXAMPLE

THE MAIN GOALS OF PEPSICO'S MARKETING

PLAN ARE TO PUBLICIZE AND DRAW ATTENTION

TO THE COMPANY'S NEW PRODUCTS AND

BRAND IMAGE. THE MAJOR OBJECTIVE IS FOR

PEPSI TO BE KNOWN AND DISCUSSED BY

EVERYONE IN THE HOUSEHOLD.

SON TUNG MTP, A MUSICIAN WHO IS RATED AN A+ IN VIETNAM, IS ONE OF

PEPSICO'S SMART PICKS TO DO THIS. PEPSI AND SON TUNG

COLLABORATED ON THE "SKY TOUR" PROJECT IN 2019, WHEN MANY

ADVERTISING IMAGES APPEARED WITH THE MALE SINGER, IN ADDITION,

PROMOTIONS FROM THE BRAND WERE ALSO INCLUDED WHEN FANS

ORDERED. CERTAIN NUMBER OF TICKETS. FEW SINGERS HAVE ACHIEVED

THE CURRENT LEVEL OF GREAT POPULARITY LIKE SON TUNG, PEPSI'S

SPONSORSHIP OF THIS TOUR OF "SẾP" IS SAID TO BE AN EXTREMELY WISE

STEP WHEN THE MEDIA INDEX RANKINGS IN AUGUST 2019 RECORDED THE

EVENT “SKYTOUR” RANKED 2ND IN THE 10 MOST NOTICED EVENTS THAT

MONTH. PEPSICO BRAND HAS BEEN EXTREMELY SMART WHEN USING KOLS

TO COMMUNICATE FOR ITS PRODUCTS TO INCREASE BRAND COVERAGE AS

WELL AS CUSTOMER LOVE FOR THIS PRODUCT.

PEPVIZ

Manufacturer Cheetos and Mtn

Dew are launching Pepviz, a

platform that provides retailer

analytics, data science, and other

tools to attract new shoppers,

driving trips to the store and drive

loyalty, encourage purchases,

improve product mix, and

increase sales both in-store and

online.

Through Pepviz, New York-based

CPG can tap into retail and

shopper data to better meet

consumer needs that can

sometimes vary between stores.

Data collection can also play an

important role in helping retailers

optimize their limited shelf space

and solve other problems.

PEPSICO'S INTERNAL
TECHNOLOGY PLATFORM

Ada provides "augmented intelligence" based on deep human understanding combined

with algorithms. The company hopes this philosophy will lead to rapid learning. Ada is able
to aggregate data from a variety of sources to enable PepsiCo to make better use of the
vast amount of data it collects. Ultimately, Ada will be involved in all operational aspects
including innovation, design, research and pricing decisions.
PEP WORX: BIG DATA AND

ANALYTICS PLATFORM

THE CLOUD-BASED DATA AND ANALYTICS PLATFORM PEPSICO USES CALLED PEP WORX HELPS THE

COMPANY ADVISE RETAILERS ON WHAT ITEMS ARE BEST TO STOCK, WHERE TO PUT THEM, AND TO USE

THE PROGRAM. ANY PROMOTION. WHEN THE COMPANY WANTED TO LAUNCH QUAKER OVERNIGHT

OATS, IT WAS ABLE TO IDENTIFY 24 MILLION HOUSEHOLDS FROM A DATA SET OF 110 MILLION US

HOUSEHOLDS THAT IT FELT FIT TO MARKET THE PRODUCT.

PEPSICO THEN IDENTIFIES SHOPPING LOCATIONS

THESE HOUSEHOLDS WOULD PREFER TO USE AND

CREATES PROMOTIONS TO APPEAL TO THAT

AUDIENCE. USING THIS DATA AND FOCUSING ON A

VERY SPECIFIC MARKET HELPED DRIVE 80% OF THE

PRODUCT'S SALES GROWTH IN THE FIRST 12

MONTHS AFTER LAUNCH.

 CLUSI
N

ON
CO

THESE TOOLS WILL ASSIST PEPSICO IN DETERMINING WHETHER THE

MESSAGES IN THE CAMPAIGNS IT WISHES TO PROMOTE TO ITS

CUSTOMERS ARE INDEED GOING VIRAL OR MAKING A SIGNIFICANT

INFLUENCE ON THEM.
 RECOMMENDATIONS AND CONCLUSIONS

HOW DID YOUR DIGITAL MARKETING

ANALYSIS AND MEASUREMENT

CONTRIBUTE TO THE OVERALL

MARKETING STRATEGY OF THAT

ORGANIZATION?

If your business does n't have a

strategy digital marketing plan that

fits the company's business plan, it will

run into a lot of problems and the

business will lose to competitors who

are more knowledgeable about digital.

- A separate digital marketing plan is

created. This is useful to reach

agreements and buy in by pointing out

opportunities and problems. At this

stage, you can map the path by setting

specific goals and strategies for the

digital.
- Digital integrated into marketing

strategy, which is a core activity,

"business as usual." However, it does

not guarantee separate planning

except tactics. This is the stage where

your integrated multi-channel

marketing will be the most effective.

This is the goal, and we can get the

business there.
 RECOMMENDATIONS AND CONCLUSIONS

WHAT RECOMMENDATIONS
CAN YOU GIVE TO THE
ORGANIZATION FOR THEIR
FUTURE DIGITAL ?

Focusing on growth opportunities: * Leverage the power of data

focusing on development
opportunities and digital access as a
factor for the new world's efficiency,
rather than a threat to the current
business, is a challenge that most of
our customers and meeting rooms
now have to overcome. Innovation
not only drives product and process
development but also brands,
customer experiences, supply
chains, and new business models.
Collaborating network
development: Financing new
approaches to offset technical debt
and building new capabilities
through partnerships and
partnerships. Those who are able to
build flexibility to take risks more
effectively than their competitors
will be the winners in the new
digital economy.
analysis: Use sophisticated analytics
software to take advantage of what
is usually large volumes of
company and client data that are
underused or latent.
* Developing a future justified
digital investment strategy: change,
digitization and disruption bring
tremendous opportunities to
businesses, with proper support
from technologists, strategists and
designers. It is believed that those
who can develop strategy and form
a partnership to bring together
appropriate combinations of
capabilities and access to new
capacities will gain competitive
advantage.
 REFERENCES
(1)PepsiCo, Who we are? [ONLINE], viewed October 28, 2022,

<https://www.pepsico.com/who-we-are/about-pepsico>

(2). PepsiCo, Inc, viewed October 28, 2022,

<:https://www.britannica.com/topic/PepsiCo-Inc>

(3)Lucy Alexander (2022) The Who, What, Why, & How of Digital

Marketing, viewed October 28, 2022

<https://blog.hubspot.com/marketing/what-is-digital-marketing>

(4) Justin Young (2017)PepsiCo’s Marketing Mix (4Ps) Analysis[ONLINE]

<https://panmore.com/pepsico-marketing-mix-4ps-analysis

(5)“What Is Customer Value?”.(2020), viewed October 28,

2022 <callminer.com/blog/what-is-customer-value>

(6)What’s The Real Difference Between Customer Outcomes

and Customer Value?.(2021). [online] Available at:

https://www.valuize.co/customer-outcomes-and-value/.

[Retrieved 29/10/2022].

(7)Crazy Egg: Features, Alternatives & more. (2022) [online]

Available at:https://watchthem.live/crazy-egg-review/.

[Retrieved 29/10/2022].

(8)HubSpot | Inbound Marketing, Sales, and Service. (2022).

[online] Available at: https://www.hubspot.com/.[Retrieved

29/10/2022].
 REFERENCES
(9) Phân tích WordPress tự lưu trữ miễn phí.(2020),

viewed October 28, 2022

<https://apsachieveonline.org/phan-tich-matomo-phan-
tich-wordpress-tu-luu-tru-mien-phi/ [Retrieved

29/10/2022]>

(10) Consumer value, viewed October 28, 2022

<https://en.wikipedia.org/wiki/Consumer_value>

(11) https://drive.google.com/file/d/1D-2C5gu4u4c5-

_uAtnzEJHQdDPcyUL76/view

(12)

<https://drive.google.com/file/d/1i41MkNQS4rSTYdMKa95Kl

kOA5X5wDnnR/view>

(13) Google Trend, homepage, viewed October 28, 2022

<https://trends.google.com/trends/?geo=VN

(14) Google analytics, homepage, viewed October 28, 2022,

<https://analytics.google.com/analytics/web/#/

(15) Sơn Tùng đại sứ thương hiệu-https://marketingai.vn/nhung-

cai-ten-lam-dai-su-thuong-hieu-pepsi-thanh-cong-nho-ten-tuoi-
hot/

(16)Pepsico data-https://www.campaignasia.com/article/pepsico-
launches-data-practice-to-help-food-and-beverage-retailers-
grow/472436
Thanks for reading