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Article Review Assignment #1
Submitted by: Amal Zehra Noor Ali
2011 The article titled ³Pepsi Brings Back Ancestors´ was published at snopes. consumers were still reluctant to publicly express their preference. The same advertising message was conveyed to the consumers in China.´ Page 1 . It appealed to the masses in more than one way and helped Pepsi obtain a considerable amount of market share. Furthermore. Pepsi launched the campaign emphasizing ³Come Alive! You¶re in the Pepsi Generation´. The article mentions how Pepsi¶s marketing campaigns evolved and became a success. This positioned the beverage as a fun beverage for young people. Hence. This was the period from around 1950 to the early 1960¶s.Amal Zehra Noor Ali International Marketing September 30. Mikkelson. One of the early successful ad campaigns launched by Pepsi was in the late 1930¶s and focused on value. increasing sales. The main point under discussion is the case of Pepsi. especially when targeting foreign countries. Summary: As far as Pepsi is concerned. at least initially. but to Pepsi¶s dismay. This article has been adapted from the ³Urban Legends Reference Pages 1995-2011´ by Barbara and Davis P. it also points out at the woes of marketing. Pepsi came out with numerous advertising campaigns which failed miserably. especially with international marketing. at the consequences of faulty advertisements and inappropriate brand positioning and message delivery. Introduction: The afore-mentioned article highlights the problems associated with marketing. Pepsi came to be viewed as the cheaper alternative for Coca Cola. full of energy and life. This campaign was followed by a more sociable one. words need to be translated and are taken at face value! The Chinese came down to recall Pepsi¶s message as ³Come alive with Pepsi. while simultaneously sending out a message of acceptance and popularity. which did not turn many heads. and finally.com in May 2011. the article mentions that it did not do a very good job with advertising. it did not work its magic in the market there and China failed to ³come alive with or be a part of the Pepsi generation´! What Pepsi failed to take into consideration was the fact that in most international settings. However.
http://www. http://consumerist.Amal Zehra Noor Ali International Marketing September 30.snopes. Pete Kascerowicz 2011." This was offensive to many women who termed the promotion as ³thoughtless and irresponsible´2 There have been many other instances which represent faulty communication by Pepsi. It involves five famous celebrities from the music fraternity. and aims to enable consumers to re-live Pepsi moments such as the introduction of the ³Pepsi Generation. http://nation.com/business/misxlate/ancestor. failed to get the message that the company was trying to deliver.html 3 Bowl Ad Was Racist. their trust in the brand suffered. Current Situation: The latest message conveyed by Pepsi Co. that the company was ³promising´ to bring the dead back to life. but allegedly also in Taiwan.3 The Pepsi Super Bowl ad portrayed a black woman getting angry with her husband when he gets excited seeing a white girl come sit next to and wave at him. Fedoran. confident women. Barbara and Davis P. there¶s music´. not only in China.asp 2 Does Diet Pepsi's Skinny Can Send The Wrong Message? Marc Perton.1 Further Research: Another research shows the dissatisfaction experienced by consumers due to Pepsi¶s tagline with respect to Diet Pepsi. This includes yet another advertisement which was termed as ³demeaning´ by Sheila Jackson Lee. causing sales to drop.com/media/2011/02/09/sheila-jackson-lee-says-pepsi-super-bowl-ad-was-racist 4 Pepsi s New 2011 Commercial Featured 5 Music Icons.foxnews. and maybe even others which remain undiscovered. one may deduce the great significance of the message that a company conveys to its target masses. Pepsi¶s target market in these countries. including Britney Spears. Feb 2011.´4 Thus. 2011 Moreover. it was witnessed that the sales.com/2011/09/pepsis-new-2011-commercial-featured-5-music-icons/#axzz1ZNPHGFoS 1 Page 2 . Mikkelson. Before launching a product in a new market.com/2011/02/does-diet-pepsis-skinny-can-send-the-wrong-message. or experimenting with new advertisement Pepsi Brings Back Ancestors. Sep 2011 http://theblackfedorablog. and once this did not happen. Thailand and Germany witnessed sharp decline. They were of the view that Pepsi claims to bring the dead to rise again. is ³Where there¶s Pepsi. It promotes the new can (Appendix 1) as a "celebration of beautiful.
however.5 Conclusion: Therefore. it might lead to immense dissatisfaction among the consumers leading to unnecessarily lost sales. y People bond and commitment to relationships. Hence. the amount of humour present in advertisement should also be altered according to the taste of consumers within a boundary. Other important factors that companies must consider include: y The use of non-verbal communication. in other cases. Having an idea of these factors will enable a company to decide how to present its message to consumers. Moreover. creating a trust deficit as well as undue expenses.htm.org/explanations/culture/hall_culture. but it is essential for them to realize the importance of a promise in that setting! In some countries. y Overtness of messages. Not only is it of supreme importance for them to know the culture of the country or region they are targeting. it is of utmost importance for international marketers to know their markets well. 2011 strategies. a company should mould its message accordingly. This might have different implications according to countries. y Importance given to time and lifestyles depicted in advertisements are also important determinants of success. As quoted by Eleanor Roosevelt: ³Learn from the mistakes of others. Certain countries welcome openness and freedom of speech. people may let go if a product does not deliver what it promised to.´ Other companies should take heed from Pepsi and not repeat similar mistakes. Keegan: 73 Page 3 . It is crucial to take into consideration the emotions of the target market. while others are reluctant. it should be of high priority for a company to study its market before it plans to enter there and follow up the research conducted with appropriate advertisement that is in alignment with the research. You can¶t live long enough to make them all yourself. y Language and its implications should be carefully weighed. 5 http://changingminds.Amal Zehra Noor Ali International Marketing September 30.
2011 APPENDIX 1: Diet Pepsi Ad. Page 4 .Amal Zehra Noor Ali International Marketing September 30.