Name: Lê Vân Anh

Class: CN19-UWE.DB
Subject: Principle of Marketing
2. Analyze promotion activities of a product being sold on the market.
* Theory
- Promotion is the specific combination of advertising, public relations, personal
selling, sales promotions, and direct marketing tools that a company uses to
persuasively communicate customer value and build customer value. build
relationships with customers.
* Introduction of Pepsi
- Pepsi is a globally famous brand of Cola-flavored carbonated beverage,
inheriting many long-standing historical values. In Vietnam, proud to be a brand
that represents the voice of young people with the message "Stay YOUNG, STAY
QUALITY, STAY PEPSI", we always seek to bring the ultimate refreshing
experiences, encouraging young people to capture and enjoy every exciting
moment of life.

- Target customer:

 Market segmentation by age: Pepsi's main customer group is from 15 to 45

years old. This is most clearly shown through Pepsi's advertising method,
the brand promotes running ads on social networking sites, in order to
reach more of its target customer group, which is teenagers.
 Market segmentation by geographical location: When Pepsi entered the
Vietnamese market, it tried to distribute products with a dense network
from urban to rural areas, from plains to mountainous areas, from South to
North. However, this brand still focuses on big cities where the population
is concentrated.
 Market segmentation by income level: The income level of Pepsi's target
customer group includes three groups: Average, above average and high-
income earners.

* Promotion activities of Pepsi

- Target audience:

+ Young consumers: Pepsi often targets young people, especially young people
between the ages of 15 and 35. This is the group that regularly consumes
carbonated drinks and refreshments, and have high awareness of brands and
advertising.

+ Consumers who are fans of pop culture and hip-hop: Pepsi can focus on the
target group who are fans of pop culture, rap and hip-hop. This is a group of
people who often have creative interests, freedom of expression and like to
participate in events, cultural and entertainment activities.

+ Consumers are interested in creativity and newness: Pepsi can target a group of
people who are interested in creativity and newness in design, advertising and
products. These are consumers who like to experiment and experience new and
unique things.

+ Consumers interested in cultural and social values: Pepsi can target an

audience interested in cultural and social values, such as diversity, openness and
creativity.

+ Consumers care about health and healthy lifestyles

- Media:

+ Integrated Marketing Communications:

 Multi-channel approach: Pepsi leverages a combination of traditional and

digital channels, including TV ads, social media campaigns, KOL
marketing, print and outdoor advertising. This ensures they reach their
audience across different touchpoints.
 Coordinated messaging: They maintain a consistent brand tone and
message across all channels, reinforcing their core themes and values.

+ Targeting young people:

 Celebrity tie-ups: Pepsi regularly partners with popular musicians, athletes

and celebrities to attract younger audiences and capitalize on their
influence.
 Music and entertainment sponsors: They sponsor major music events,
concerts and sports tournaments, aligning themselves with the energy and
excitement of youth.
 Social Media Engagement: Pepsi actively engages with their audience on
platforms like Instagram, TikTok, and Twitter, using trends, challenges,
and collaborating with KOLs to create viral content and build community.
 For example: Marketing sponsor Rap Viet and Marketing campaign in
combination with Blackpink.

+ Experiential marketing:

 Interactive and Activated Events: Pepsi creates immersive experiences that

allow consumers to directly engage with the brand. This could involve
pop-up shops, music festivals or interactive games.
 Samples and promotions: They offer free samples and run promotional
campaigns to encourage product trials and increase brand awareness.

+ Marketing for Social Purposes:

 Partnering with social causes: Pepsi aligns itself with social causes relevant
to their target audience, such as environmental protection or social justice.
This helps build brand loyalty and positive associations.
 For example: “Bring Tet home” campaign, Pepsi Salt campaign

+ Innovation and Limited Edition:

 New product launches and flavor variations: Pepsi regularly introduces

new products and limited editions flavors to create excitement and
encourage repeat purchases.
 Collectible packaging and merchandise: They create unique packaging
designs and limited editions merchandise to enhance brand desirability and
encourage collection.
 For example: Version printed with pictures of players before the 2014 World
Cup, Limited edition Pepsi made from aluminum was launched in 2017 in
Milan by designer Karim Raship, …

- Purpose of Pepsi's promotional activities:

+ Increase revenue.

+ Increase brand awareness

+ Build brand loyalty

+ Compete with rivals

+ Introducing new products

+ Stimulate demand
+ Respond to customer needs

+ Increase sales efficiencies

+ Promote social activities

+ Make differences: