human
Write a summary about pepsi's campaign strategy that will attract more Latino and African American consumers.
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Pepsi's campaign strategy will attract more Latino and African American consumers. The use of celebrities and communication channels will support the needs of many customers. Pepsi also needs to redesign its marketing plan in order to achieve its goals.
human
Provide an essay based on the summary above.
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#Advertising Campaign for Mountain Dew Research Paper
Market Segments for Mountain Dew
Mountain Dew is a unique drink produced and marketed by Pepsi Company. The advertising campaign for Mountain Dew targets consumers in the right market segment. Pepsi is also using the best campaigns in order to attract more customers. The “current strategy seeks to attract more customers in Nebraska and Dakota” (Stanford, 2012, p. 2).
The advertising strategy has identified and targeted the right segment. The decision to attract every racially diverse society in New York will make the company’s marketing strategy efficient. The use of people such as Jason Aldean and Lil Wayne continues to support Mountain Dew’s advertising strategy (Stanford, 2012). This discussion explains how Pepsi directs Mountain Dew’s advertising strategy at the best market segment.
Mountain Dew is a successful product in the United States. The product also faces competition from Coca Cola’s leading brands such as Diet Coke and Sprite. Pepsi does not differentiate the product from the increasing level of competition.
The company does not communicate the strengths and benefits of the product to every customer. The consumers are unaware of the nutrients or minerals contained in the product. The product is not unique in the American market. A better strategy will attract more customers in different locations (Finch, 2012).
The strengths of this advertising campaign have made Mountain Dew a successful brand in the U.S. market. Pepsi fails to inform its consumers relating to benefits of Mountain Dew. The buyer is also unaware of the nutrients, minerals, and additives contained in this product. The advertising approach also uses different celebrities to target every Latino or African American youth.
The success of the company’s marketing strategy depends on the information availed to these customers (Finch, 2012). The strategy informs these consumers relating to availability of the product in the market. The best strategy is to ensure every salesperson communicates the product’s benefits to the customers.
Proposed Campaign Strategy to Have a Universal Appeal
Pepsi’s campaign strategy will attract more Latino and African American consumers. The use of celebrities and communication channels will support the needs of many customers. Pepsi also needs to redesign its marketing plan in order to achieve its goals. Pepsi should retain these celebrities in order to attract more customers.
The campaign should also include “videos, newspapers, and radios in order to achieve the targeted marketing goals” (Finch, 2012, p. 65). The campaign should also target individuals from every racial group. The strategy will ensure more consumers purchase the product.
Pepsi needs to use better communication channels to fulfill the expectations of every consumer (Finch, 2012). The proposed marketing campaign should begin by focusing on the benefits of Mountain Dew. Pepsi should use the best strategy in order to attract more consumers. The company should also ensure the product does not cause any health challenge.
The company should use new celebrities in order to attract more consumers. Pepsi can use better channels in order to attract a large number of stakeholders. A good example of these channels includes social networks and the internet. Pepsi can Facebook.com and Pinterest.com to attract these young consumers. This practice will ensure the company realizes it business goals.
Pepsi can use e-mails and televisions to communicate to more customers. The above marketing strategy “can succeed if the company uses proper pricing practices” (Finch, 2012, p. 64).
Pepsi should avail Mountain Dew in every market segment. The advertising campaign should also focus on the level of competition in order to succeed (Finch, 2012). These communication channels will make Pepsi a leading competitor in the soft drink sector.