2. 2
Market insights
Mar 27, 2014
“Profits from soda sales are declining, both Pepsi and Coca-Cola
recently reported their sales figures had taken a hit. Consumers
are buying fewer carbonated sweet drinks and redirecting that money
into other sweet sources: sports and energy drinks.
In an attempt to prop up their flagship sodas, companies are trying to
find a middle ground, designing drinks with less sugar to appeal to
consumers who are wary of sweeteners.”
CBC News-Health
3. 3
Why PepsiMax?
In order to regain the sales in the carbonated sweet drinks market,
PepsiMax has been introduced as an alternative less sweet drink.
Moreover, PepsiMax is a zero calorie hybrid drink, which supplies the
boost of an energy drink and the taste of a soda.
Hence by means of this brand, Pepsi has entered the energy drinks
market, and thus it is essential for it to come up with a strong
marketing campaign that helps it capture the market share quickly
and help it in the long run.
4. 4
The Challenge
1. Device a strong marketing campaign that aligns with Pepsi’s
slogan “Embrace your past, but live for now“.
2. The marketing campaign should:
a. Ensure active participation of the consumers.
b. Help generate sales and consumer insights for future
forecasts.
c. Help find out potential events to enter the niche market.
d. Help bring new consumers.
3. Other than that the approach should ensure to help:
a. Monitor demand, and assure that demand is fed.
b. Trigger the distributor once inventory declines.
c. Monitor consumer perceptions about the brand, and help
generate creative advertising campaigns.
5. 5
Technology means
The solution to the challenge is proposed on the expense of
technology. The solution ensures a redundant technology approach.
Mobile application SMS
(Cross platforms) (Twitter integration and Short codes)
6. 6
The Solution (Checkxide)
The solution comprises of two independent modules which are as follows:
1. Consumers can tweet about the upcoming event(s) they are most
excited, along with an assigned hash tag. This trend can be
established by means of lucky draws or prizes. One category of the
upcoming events tweeted might be the major sports events, concerts
etcetera, whereas the other category which is also our niche market,
can be the weddings, birthday parties etcetera. Event pages against
those weddings, and parties can then be tracked upon on the social
media pages and other websites. On the basis of which, both; the
event organizer and number of guests can be tracked upon. Upon
which attractive custom designed bundle offers can then be
dispatched to the organizer. This can help the company generate
bonus revenue other than that generated from the retail channel.
(Solves Challenge 1, 2a, 2c, 2d)
Font in the color Blue talks about the benefits to the consumer.
Font in the color Green talks about the revenue stream.
7. 7
The Solution (Checkxide)1. We
2. The inside portion of each bottle cap will have a QR and number code imprinted
on it. Consumers will take a snapshot of that QR code, which the mobile
application upon verification, will then transform into a virtual coupon. This can
help track the sales made from that store, and trigger the distributor before
stock outs, by means of the QR code and geo location (Google maps). The geo
location and timings can also help generate consumer purchasing trends and
hence can help the company generate more accurate forecasts. Upon collection
of 10 coupons, a consumer can claim a free drink from the nearest retail store.
Considering a consumer is travelling from Town A to Town B, the coupons will
oxide as per the inventory available in the retail store the consumer is passing
by. For example, if a consumer passes by retail store A, and that store is out of
stock, then the value of coupons will degrade to 0. However if the retail store
has ample stock and minimal sales then the coupons will oxidize to 2x times
value, which the consumer can then use to claim free drinks. The same applies
to a consumer not having coupons but interested in buying a Pepsi Next drink.
The notification will appear like that of WhatsApp, and will help Pepsi satisfy
demand without letting a bad case occur (i.e. consumer visits a retail store out
of stock). (Solves Challenge 1, 2a, 2b, 2d, 3a, 3b)
Font in the color Blue talks about the benefits to the consumer.
Font in the color Green talks about the revenue stream.
8. 8
The Solution (Checkxide)
1. Dsds
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3. Moreover, consumers can connect the coupons to form creative
advertising sketches, winners of which can enter in a lucky draw or win
prizes. This in turn will help Pepsi get consumer perceptions and help
generate creative advertising ideas for its future marketing campaigns.
(Solves Challenge 1, 2a, 2d, 3c)
Font in the color Blue talks about the benefits to the consumer.
Font in the color Green talks about the revenue stream.
