Dirnk Pepsi, and Smile
...psi has focused on creating a brand loyalty in young kids so they stay with Pepsi as they grow older. This marketing strategy has worked effectively on many of today’s teenagers. This works because of the consumer culture has invaded the American society. Students are no longer concerned whether or not it is good for them but whether the “image” is something that makes them happy or not. With today’s market of “Sex Sales” many companies have turned to female pop icons to sell their product rather then have males try and sell the product. It has been pointed out that people would rather buy Pepsi because Britney Spears has better breasts then Christina Agularia, who endorses Coke. It has become apparent to marketers all over the United States that if you have a pretty girl wearing almost nothing that you can sell even avocados. Recently Pepsi has signed the stars of the hit show “The Osbourns” and have used Ozzy’s strange look at life and accent to further reach the market of teenagers. To keep up with Coke introducing new products like, Vanilla Coke, Pepsi has also introduced many new products in the last few years, Code Red Mountain Dew, Pepsi Blue, and Pepsi Twist have all been introduced to expand Pepsi’s drink line. John Bocci, the owner of the Pepsi bottling plant in Klamath Falls, Oregon, says that even with the new products that have come out lately, that the original Pepsi drink still does better then any new product that has come out. He also brought up that Mountain Dew is still the biggest seller in the Pepsi-Cola line, but only because of the high need for caffeine in the college and high school markets. Currently Coca-Cola controls the majority of the carbonated beverage market and bottled water market. Pepsi has had continual growth in the market since it came out with more then one product. As Pepsi continues to grow in size and reputation they will have to come up with new ways to market their products to the teenagers of today. Pepsi needs to look to creating a brand recognition with children that are younger and that have yet to have a desire for Coke or Pepsi. One thing that has been done in the past but Pepsi has somehow strayed away from it, is to spend the money to have an exclusive contract with schools. This contract would allow only Pepsi products to be served in schools. This would make the students become branded. ...