[Nam of the Institution]
Marketing commutation is considered as the major element that is used for the purpose of persuasion so that connection with the market can be result, alongside disseminating ideas. The purpose of this paper is to discuss the significance of integrated marketing communication (IMC) practiced by Pepsi Co as well as its impact on marketing management. The IMC performed by Pepsi Co are entrenched with enormous popularity at an extensive level. In this regard, it is difficult for the company to carry out maintenance of the popularity. Integrated marketing communications provide assistance in the light of effective strategies that tends to solve several problems in the area of business (Shimp & Andrews, 2013).
In today’s world of business, the wave of completion is wading as there is a notable change observed in lifestyle and buying behaviors of customers. In the context of the aspect mentioned above, utilization of a single marketing communication tool is not enough. It is mainly due to the increasing number of senders or organization that make efforts to reach same customers or receivers. Therefore, use of several strategies and communication tools will provide great assistance to Pepsi to gain firm grounds of popularity. The promotion mix of Pepsi Refresh campaign is embedded with social responsibilities that are delivered heavily using social media. The pros of marketing mix elements are the extensive utilization of recyclable plastic bottles which are inexpensive, whereas the cons of marketing mix elements are the increase in price in terms of the overseas market.
The key concepts of advertising are to target the population with the range of 14 to 29 by the utilization of traditional media and social media that acted as an additional source (PepsiCo Inc, 2016). The airing of the campaign took place on paid search and advertisements were displayed on Google and Yahoo so that viewers can be trafficked to YouTube link. Conversely, Facebook also presented other channels such as email marketing and mobi sites for navigating visitors to the site for sales promotion. Public relations are maintained by offering promotional discounts and discounts for bulk purchase.
PepsiCo Inc . (2016, Feburary 12). Pepsi. Retrieved from http://www.pepsicobeveragefacts.com/Home/Product?formula=35005%2A26%2A01-01&form=RTD&size=20
Shimp, T., & Andrews, J. C. (2013). Advertising promotion and other aspects of integrated marketing communications. Mason: Cengage Learning.