Sample Case Assignment Analysis Format
MRKT 5940 Online Course
(Instructional notes in red)
(Your name here)
Can Pepsi make Pepsi One the One? (This is a case from a previous edition
of the Advertising and Promotion text – not currently in your text book.
This is only a sample analysis to demonstrate analysis format only)
Case Summary:
Pepsi One is an innovative product launched in the market by PepsiCo to
keep the image of innovation, fast movement, and competitiveness. The
case includes the steps of a new-product development process.
Emphasizing the launch of the product and the ways that Pepsi One is
getting more familiar to the target market. Pepsi One is becoming a
successful product by getting more market share from the main competitor
Coca-Cola.
(Each case to be analyzed will be read from the text, with specific
questions assigned)
Key Promotion Issues
Please select at least 3 from each chapter and describe the relationship to the
case.
IMC – Integrated Marketing Communications – Coordination of various
promotional elements and other marketing activities that communicate
with a firms’ customers – Pepsi’s TV advertising, direct mail efforts, print
and radio all focus on a consistent messaging for the brand.
Brand Identity – Combination of many factors, including the name, logo,
symbols, design, packaging and performance of a product or services as
well as the image or type of associations that comes to mind when
consumers think about a brand. Pepsi redesigned its entire brand identity
when it implemented a new global new logo design years ago to reflect its
younger audience. All packaging, in-store promotions and symbols
reflected this younger identity for the brand.
Publicity – Refers to nonpersonal communications regarding and
organization, product, service or idea not directly paid for or run under
identified sponsorship – News releases have been issued citing Pepsi’s
donations to schools in underdeveloped nations.
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Company Created Touch Points – Planned marketing communication
messages created by the company such as advertisements, websites,
news/press releases, packaging, brochures and collateral material, sales
promotion, and point-of-purchase display along with other types of in-store
décor. It is important for Pepsi to be consistent in their message to the
market with all the touch points they use.
Product positioning – Creating and maintaining a certain concept of a
product in customers’ minds. Through advertising and promotion the
company tries to keep the idea of the product’s key message/positioning in
customers’ minds.
External Analysis- Focuses on factors such as characteristics of the
firm’s customers, market segments, positioning strategies, and
competitors –How has Pepsi’s audience changed? How have their tastes
changed? What are the key benefits of the brand today?
(These are the issues in this particular case – each case will have a
different set of key Issues.)
Personal Case Analysis
I learned that Pepsi One was a product created by a modification of an
existent product “Pepsi Diet”. The product modification was the sweetener
used. A new taste of cola was added to the appeal for a low calorie soft
drink. By trying to differentiate Pepsi One from a classic Diet product,
PepsiCo shows its innovative style and gain market share from Coca-Cola.
Case Questions
1- Is Pepsi One a new product, a modified product, or a line extension?
Explain your answer.
Pepsi One is a new product, line extension and a modified product.
Pepsi changed the sweetener to acesulfane potassium (ace K) to
create the Pepsi One and tried to be unique by being a low calorie soft
drink, which tastes a regular soft drink.
.
2- In what way is Pepsi One positioned?
Pepsi One was positioned by including characteristics that target
market most desires. Understanding the diet aspect of Pepsi One
helped attract an unusual market segment for a diet drink: cola-loving
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males in their 20s and 30s. The product is not made to compete head
to head with Diet Pepsi.
3- Over the years, PepsiCo has had a number of product failures.
Evaluate PepsiCo management’s decision to introduce Pepsi One?
PepsiCo was launched just after test indicated consumers liked its
taste as much as its creators did. In extensive home-use tests, almost
70 percent of Pepsi One tasters reported they would purchase the
product again. To differentiate Pepsi One from the horde of diet soft
drinks, PepsiCo focused on the product’s taste, which is almost
indistinguishable from the taste of sugared soft drinks.
Conclusions
The company that wants to be competitive needs to be innovative and always
introduce new products in the market. PepsiCo used line extension of its Diet
products to create Pepsi One. Pepsi One is a product modification as well,
which was consisted of in changing the sweetener to acesulfane potassium (ace
K). This aesthetic modification provided the product differentiation that
appealed to customers as product with low calorie that tastes as a regular soft
drink. The different product design that included change on the styling never
seen before, helped to position the product among the cola-loving males in
there 20s and 30s. By being innovative Pepsi One is guaranteeing its position on
the soft drinks market, taking some market share from its big rival “Coca-cola.”
Works Cited
(Each analysis must include a minimum of three outside references, not
counting the text or references from the case subject directly)
Bramhall, Joe, “Pepsi Inc”, Hoovers, http://www.hoovers.com/xm-holdings/-ID_60656–/free-co-factsheet.xhtml
“Choosing a soft drink”, Soda pop.com Click & Learn:
http://www.pepsicity.com/rpsm/edOid/105548/rpem/ccd/lookLearn.do
Deitz, Corey, “Learn the Difference to Make the Best Choice For Yourself”, Your Guide
to softdrinks, December 29, 2005, Pepsi and Coke Comparison Chart
http://pop.about.com/od/satelliteradio/a/blsatcomparecht.htm
Company Profile, “Pepsi, Inc”, February 10, 2006, NAMC Newswire,
http://www.newswire.com/companyprofiles/xmsr.html
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Insight from Standard & Poor’s, S&P Boosts Pepsi to Strong Buy, BusinessWeek online,
February 9, 2006,
http://www.businessweek.com/investor/content/feb2006/pi20060209_35961.htm?chan=tc
(Make sure your name is at the top of the paper)
(Remember that any paper with less the 500 words of content – not
counting the words from the questions and references – will receive a zero)
(Ask questions of your instructor BEFORE the paper is due – Good luck)
Please read this:
http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&
%20Johnson.htm
Answer the following:
1 Case Summary
2 Identify Key Promotion Issues: select at least 3 from the chapter and descri
be the relationship to the case. (Do not use the Key Promotion
Issues used in the sample case.)
3 Personal Case Analysis
Case Questions:
4 What were the key contributing factors to Tylenol’s success in
handling this public relations issue?
5 Describe the various relevant audience segments that they
needed to address.
6 Given the timing of this event, how did they measure the public
relations program’s success? How might the forms of
measurement be different today?
7 Conclusion
Do not use the Key Promotion Issues used in the sample case. The paper
should be in Attached Sample Case Analysis Format and must have a
minimum of 3 outside references, not counting the textbook. Properly cite
sources in APA format. Analysis length should be 1,000 1,500 words. Do
not use the Key Promotion Issues used in the attached sample case. This
case will have its own set of Key Promotion Issues, which you will choose
based on the details of the case content.
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