澳洲assignment代写:百事可乐的营销策略

澳洲assignment代写:百事可乐的营销策略

目的:虽然本研究的讨论主要集中在百事可乐在澳大利亚的营销传播部分和策略上,但是‘Say it with Pepsi’是百事可乐的全球营销传播策略。该营销活动背后的公司的基本目标是选择一种通用的全球语言,可用于在任何产品供应国家的通用营销传播(Bruhn et al., 2017)。世界各地数十亿人大量使用不同的社交媒体平台,使得表情符号成为一种通用的全球语言,使用简单的设计也让表情符号更具表现力。因此,百事公司在澳大利亚或其他产品供应国家的营销传播件中使用PepsiMoji设计是百事公司独特的营销手段。百事可乐公司的上述营销传播部分,通过鼓励澳大利亚消费者的创意和有趣的体验来玩表情符号,可以很容易地与他们的兴趣联系起来(Bruhn et al., 2017)。

澳洲assignment代写:百事可乐的营销策略

运用策略和策略的创造性:百事公司上述营销传播和策略的趣味性因素是战略创造性的关键。授权客户帮助设计师开发新的PepsiMoji设计是百事公司的一个聪明和创造性的想法,以确保更好的消费者参与。这就是百事公司澳大利亚和新西兰市场总监詹妮·迪尔(Jenni Dill)说的原因——“全球有20亿智能手机用户每天发送60亿个表情包,我们很高兴我们的标志性品牌为这个真正的全球现象带来了独特的体验。”(Kellaris & Machleit, 2016)。此外,使用不同的宣传媒介,如电视广告、海报和吸引人眼球的广告牌来宣传百事可乐的“百事说”营销活动,增强了百事可乐的成功潜力。

澳洲assignment代写:百事可乐的营销策略

Objective: Although the discussions in the study are mainly focused on the marketing communication piece and strategies of PepsiCo in Australia but ‘Say it with Pepsi’ is a global marketing communication strategy of the company. The basic objective of the company behind this marketing campaign is to select a common global language that could be utilised for universal marketing communication in any nation of product supply (Bruhn et al., 2017). Massive use of different social media platforms among billions of people across the world made emojis a common global language and use of simple designs makes emojis more expressive as well. Hence, use of PepsiMoji designs in marketing communication pieces in Australia or any other nation of product supply is a unique marketing approach of PepsiCo. The above marketing communication piece of PepsiCo could easily connect itself with the interest of Aussie customers through encouraging their creativity and fun experience to play with emojis (Bruhn et al., 2017).

澳洲assignment代写:百事可乐的营销策略

Creativity of used strategy and tactics: The fun factor associated with the above marketing communication piece and strategy of PepsiCo is the key for strategic creativity. Empowering the customers to help the designers for developing newer PepsiMoji designs is a brilliant and creative idea of PepsiCo to ensure better consumer engagement. That is the reason Jenni Dill, the Marketing Director of PepsiCo for Australia and New Zealand, stated that – “With two billion global smartphone users sending six billion emojis daily, we’re thrilled to have our iconic brand bring a unique take to this truly global phenomenon. ‘Say it with Pepsi’ will come to life in the real world in the most unexpected ways, moving beyond the digital world into the physical world” – (Kellaris & Machleit, 2016). Moreover, use of different promotional mediums like TV ads, posters and eye-catchy billboards for the ‘Say it with Pepsi’ marketing campaign of PepsiCo enhances its success potential.