Pepsi Cola Ad Concept Case

1516 words, 7 pages

Intro Sample...

In order to recommend the most appropriate ad concept, we need to first understand the target market and what their needs and values are. We know from the case that the target market is male millennials and the mission is to switch consumers from being Arizona drinkers to Brisk, but most importantly, to build the Brisk brand and build a fan base.
According to exhibit 13, the male millennials value freedom, exploring, and showing off to friends. They like to have fun but have limited funds since they just graduated, so have a lot of free time at home to surf, chat, and share thoughts/experiences through blogs and social media. They are not afraid of standing up for themselves and see what they share as to be a representation of... View More »

Body Sample...

The Super Bowl is not only one of the most watched events in the US, but it is also known for its humorous commercials. Thus, many people who may typically skip through commercials or surf the web/multitask during commercials, may not skip during the Superbowl. In fact, some people may watch the event just for the commercials, and multi task through the game. Lastly, if a commercial is good, it has the potential to get lot of media after the game as well and get shared through social media.
The CPM of viral ads is similar to that from TV. As an estimate, we took the $300,000 quoted as what needs to be paid to influencers divided by the estimated reach - 12.5 million, which comes out to a CPM of $24. According to exhibit 7, the CPM for primetime TV is approx $23 and for superbowl is $29. Even though the CPM of viral ads are similar to that of TV, viral ads have unlimited upside as they have the potential to blow the estimated reach number out of the water and “tip”. The numbers we have to go off of are just estimates – Mekanism themselves boast their ability to deliver 300 million views, which is 3x the estimated number of Super Bowl viewers.
For a TV ad, you have to pay for airtime – which restricts the number of times you can play your ad and consequently, limits the size of audience you can potentially reach. Even though exposure for viral ads may be uncertain, the sharing of ads helps attract and reach a more targeted audience. Further, online ads have the potential for higher levels of consumer engagement and as the case stats, viewers are more likely to pay ...

Read More

Related Essays on Pepsi Cola ad concept Case

  • Coca-cola Competitive Advantage

    8967 words, 36 pages

    1.0 Introduction Coca-Cola has sold more than one billion servings every day. More than 10,450 beverages are consumed every second. The company achieved earnings of $4,347,000,000 in 2003. It is present on all seven continents and is recognized by 94% of the world population. How did Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse that it is today? Coca-Cola used numerous technologies to achieve its rise to the top of the soft drink industry, defining new technologies and establishin

    View Document »

    Pepsi Vs Coke

    3643 words, 15 pages

    INTRODUCTION The project deals with the soft drink industry with respect to its market structure, demand and supply analysis, cost and revenue analysis, non-price war and other related economic issues. The project throws light on micro economics related aspects with reference to the soft drink market industry. India is one of the top five markets in terms of growth of the soft drinks market. The per capita consumption of soft drinks in the country is estimated to be around 6 bottles per annum in the year 2003. It is very low compared to the corresponding figures in U

    View Document »

    Coke And Pepsi Learn To Compete In India

    1717 words, 7 pages

    Pepsi entered into the Indian beverage market in July 1986 as a joint venture with two local partners, Voltas and Punjab Agro, forming "Pepsi Foods Ltd." Coca-Cola followed suit in 1990 with a joint venture with Britannia Industries India before creating a 100% owned company in 1993 and then ultimately aligning with Parle, the leader in the industry. As both companies would soon discover, "competing in India requires special knowledge, skills, and local expertise?what works here does not always work there." (Cateora & Graham, 2008, p. 604). In this article, I will analyze the primary obstacle

    View Document »

    Coca-cola Financial Case Study

    1772 words, 8 pages

    Introduction As the most famous worldwide beverage reaches the last stage of the production line, it is shipped to an authorized bottler – a company which duty is to mix Coca-Cola’s syrup (or concentrates) with carbonated water and sugar before selling it in glass or tin containers. These bottlers can be categorized in three groups taking into account their dependence from The Coca-Cola Company (hereafter simply referred as Coca-Cola). First, there are the independently owned bottlers, which accounted for 34% of Coca-Cola’s production in 1998. Second, 11% of Coca-Cola’s bottlers are owned an

    View Document »

    Montain Dew

    8400 words, 34 pages

    Mountain Dew: Selecting New Creative Multimedia Case 9-503-038 Rev. date: June 3, 2014 Professor Douglas B. Holt prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright © 2002 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www.hbsp.harvar

    View Document »

    Coke And Pepsi And Advantages Created By Porter’s Five Forces

    1514 words, 7 pages

    Historically, the cola industry has been so profitable due to the advantages created by Porter’s five forces. The first reason for this profitability was high barriers to entering the carbonated soft drink (CSD) industry. Barriers to entering the CSD industry began almost as soon as the industry itself, as courts barred imitations and counterfeit versions of Coca-Cola such as Coca-Kola, Koca-Nola, and Cold-Cola, under trademark infringement. In 1916, courts barred 153 of these imitations, demonstrating the prevalence of the desire to enter the CSD industry, as well a

    View Document »

    How Did Coca Cola Become So Successful And How Did Its Branding Influence People Historically

    1773 words, 8 pages

    Millions of brands are displayed in the world: on the city streets, public transport, television, shops, etc. However, only a small part of them have a real impact on the audience, the industry and the history. In 1885, Atlanta, a pharmacist named John S. Pemberton created a syrup that was meant to be a quick remedy for headaches. One hot summer day it was mixed with soda and one of the most successful brands was born. This essay will concentrate on one of the biggest, most well-known and influential brands in the world – Coca-Cola. It will content how it became what it

    View Document »

    The Snapple Beverage Corporation

    5548 words, 23 pages

    A Report On “The Snapple Beverage Corporation” Submitted To: MAHBUB HOSSAIN BRAND AND PRODUCT MANAGEMENT Section: B Faculty of Business School, AIUB. Prepared By: Name of the Group Members: ID Number: 1. HOSSAIN, MD. ASHIK 08-11730-2 2. MAHMOOD NASIF NEWAJ 08-11891-2 3. MEHEDI HASAN LITAN 08-10128-1 4. BHATTACHARJEE PRONOY 07-09395-3 5. HOSSAIN, MD. IMAM 08-10193-1 AMERICAN INTERNATIONAL UNIVERSITY – BANGLADESH (AIUB) Date of Submission: 24th April 2011 Le

    View Document »

    Coca-cola And Pepsi-cola

    1264 words, 6 pages

    When discussing advertising and ad campaigns it's hard to not mention to giants of advertising Coca-Cola and Pepsi-Cola. These two rival have been in competition since the introduction of Pepsi in 1891 six years after the introduction of Coca-Cola, though the rivalry between the two companies began to really heat up during the “Cola Wars” in 1980's. By this time Coke had fallen from 60% market share during the 1940's to less than 24% in 1983. Coke decided to take a drastic step to strike back at it's number one competitor in April of 1985 with the unveiling of a new formula. Coca-Cola ha

    View Document »

    Human Capital

    1805 words, 8 pages

    Cola Wars 1. Soft Drink Industry Five Forces Analysis: Soft drink industry is very profitable, more so for the concentrate producers than the bottler’s. This is surprising considering the fact that product sold is a commodity which can even be produced easily. There are several reasons for this, using the five forces analysis we can clearly demonstrate how each force contributes the profitability of the industry. Barriers to Entry: The several factors that make it very difficult for the competition to enter the soft drink market include: • Bottling Network: Both Coke and PepsiCo have

    View Document »

More Popular Essays

Research help is just moments away!