Pepsi Advertisement Strategy paper

Pepsi Advertisement Strategy

Advertisement is the main engine that drives word of mouth, which can build brands. Having operations in more than 200 nations, Pepsi has been the globe’s leading company in both the food and beverage industry because of the 100 years’ experience that it has in the industry (Golan, Karp,&Perloff, 2000). The convenience of low price, availability, favorable taste and purchasing power of customers are some that clients expect from a competitive non-alcoholic beverage. These factors made Pepsi a leader in the market segment, competing with Coca-Cola. Therefore, this essay seeks to discuss the advertisement strategy of Pepsi that has made the company’s products to be well understood in the market.

Pepsi applies the use of mass marketing strategy, which targets a particular group of clients from a different geographical and demographic region. The firm uses segmentation, which is an essential strategy that enables Pepsi to target a specific group of customers that are provided with a distinct product to that of what the company offers(Golan, Karp,&Perloff, 2000). Pepsi is described as a mass-market product that uses undifferentiated targeting strategy to enable it to remain competitive in the market while also increasing sales of its products. For instance, in the non-alcoholic beverage industry, the firm has positioned itself as a vibrant, passionate, and young brand that challenges distinct conventional concepts. Pepsi’s advertisement tends to target teens and young adults with most of its advertisement, reflecting the life of the young in every way possible. As such, in most instances, the company has a habit of changing its advertisement strategy to reflect the needs of the target audience. For example, its strategy includes cool and hip promos that their target population finds entertaining.

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There are distinct types of advertisements that are used by Pepsi to help the firm expose its products to the market. Some of the types of ads that are used by the firm include outdoor, broadcast, and print advertisements. Print advertisement is described as ads that firms print ad published in the form of flyers, brochures, magazines, and newspapers. As such, Pepsi tends to print its ads and distribute them to target selected regions and demographics. Since the young are the firm’s most target audience, the firm, in most instances, tend to distribute flyers, brochures, magazines, and newspapers to learning institutions to appeal to the market. Through outdoor advertisement, the firm makes the market aware of the available products that it is offering through the use of bus shelters, wall posters, banners, street furniture, and billboards. Through such a mode of advertisement, the company will be reaching a wide range of clients who might not be aware of the brand, as well as drinks produced by the company. Finally, the company also tends to use broadcast advertisement whereby the market is made aware regarding the firm is offering or launching through internet advertisement, television, and radio. For instance, through radio and television, the company tends to put its advert when programs that are loved by the young is being aired. For that reason, they will be able to reach a large pool of clients who might turn out to be the company’s potential customers. Finally, the firm also uses social networking sites like Facebook for marketing its products. Specifically, it tends to target pages that are dominated by the young.

Since Pepsi tends to target teens and young adults, it has a habit of creating ads or promotions that are tailored towards meeting the interests and needs of the population. With a presence in more than 200 countries in the world, teens and young adults in every country tend to have distinct needs and interests(Golan, Karp,&Perloff, 2000). Therefore, Pepsi’s marketing department tends to analyze the different needs of the young in each country and come up with an advertisement that can be attractive to their age bracket. Since most youths tend to like a particular genre of music, the company has been using music and entertainment to lure teens and young adults into purchasing their products and becoming permanent users of the drinks.

Further, another advertising strategy that is used by Pepsi to reach a large clientele base is through the provision of competitively profitable products to that of its competitors in the market. As such, through collaborative client relations, the firm has been able to attract and retain customers. The companies believe and trust in participative market strategy has enabled Pepsi to understand the distinct changing needs and interest of the clients, especially teens and the young adults that form a potential group of clients in different economies (Chirkova, 2011). Besides, Pepsi is also using sports and brand ambassadors in marketing its products. For instance, in the past, Pepsi has used brand ambassadors like Michael Jackson and Beyoncé, where their music was used to lure people into purchasing the firm’s products. When it comes to sports, the firm has offered sponsorship deals worthy of billions to distinct genres of sports to attract viewers of the game.

In brief, Pepsi is a brand that most teens and young adults tend to relate with. It means that the company has directed significant effort in advertising its products to a particular demographic. With a presence in more than 200 countries around the globe, Pepsi brags as a firm that controls the most significant percentage of the young generation because of the mode of its advertisement. Through distinct advertisement strategies, the company has given its customers access to different promotion options like music mixing apps, downloads, and gaming services.


Chirkova, A. (2011). Pepsi across cultures: analysis and cross-cultural comparison of Pepsi websites.

Golan, A., Karp, L. S., &Perloff, J. M. (2000). Estimating Coke’s and Pepsi’s price and advertising strategies. Journal of Business & Economic Statistics18(4), 398-409.





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