“all of the taste, none of the guilt” shaun early eduardo herrera nicole jacobs claudia martinez...
TRANSCRIPT
“All of the taste,
none of the guilt”
Shaun EarlyEduardo Herrera
Nicole JacobsClaudia Martinez
Jorian MicorMike MinogueChris Venturini
Pepsi SlimGreatest innovation both in soda and dietary supplement historyExact taste of Pepsi, with revolutionary weight loss benefitsNot only will it change the way you drink, it will change the way you liveALL OF THE TASTE NONE OF THE GUILT
Pepsi TodayBrief Pepsico overviewAnnual budget for advertisingIndustry infoMarket share>
Campaign ObjectivesCreate brand awarenessConvert competitor consumersGain consumer loyaltyCredible product with same great tasteUltimate weight loss drink
Sales ObjectivesAcquire a greater customer base than competitorsCompete with other dietary brands in the marketSet competitive priceObtain at least 5,000 new consumers per monthIncrease sales made to existing consumers
SWOT AnalysisSTRENGTHS
“Pepsi brand” awarenessamazing marketing campaign in the worksexciting new product
WEAKNESSESconfusion on what product isexpensive marketing campaign
OPPORTUNITIESno strong industry leaderability to surpass Coke in beverage salesobesity epidemic
THREATSpotential to “cannibalize” and ruin regular Pepsi brandlawsuits for misuse of product (overdrinking)
Commercials & Endorsement Pepsi superbowl halftime showCelebrity endorsers: Britney Spears & Beyonce
Social Media
Samples and PackagingFree Samples on College Campuses
CafeteriasDining areasRecreational Centers
PackagingSlim Design“All of the taste, None of the Guilt”#PepsiSlim
BudgetSuperbowl Commercial
$3.5 million for every 30 seconds *4= $14 million
Packaging and ProductionDistribution: $.15 per can Can and Holder: $.20 per can Actual Pepsi Slim: $.05 per can
Total: $.40 per can * 50,000 cans daily * 365 days= $7,300,000
Budget ContinuedIllinois Major Universities Blind Taste Trials
Direct Labor: $20/hour *20 hours weekly * 4 weeks * 10 reps = $16000 per University * 5 Universities = $80,000
Average enrollment 5 Universities= 22,750 studentsDirect Materials: $.25 per can * 11,400 cans= $2850 per University * 5 =
$14,250Overhead = $5000
Total Cost for Taste Trials = $99,250
Budget ConcludedInstagram ad
$150,000 monthly * 12 months = $1,800,000
Facebook Marketing CampaignThe Pepsi Slim Refresh Project = $2,000,000
Celebrity EndorsersBeyonce: 10 Million Britney Spears: 5 Million
Total Budget Cost: $40,199,250
Superbowl Commercialhttps://www.youtube.com/watch?v=cduhw_fVymc