pepsico, inc. hispanic marketing by: erika balderas 10310790 nancy valdez 20026459 alex valencia...
DESCRIPTION
PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga November 22, 2010. Introduction. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/1.jpg)
PepsiCo, Inc. Hispanic Marketing
By:Erika Balderas 10310790Nancy Valdez 20026459 Alex Valencia 10249971
MARK 3385.01Dr. Arturo Z. Vasquez-ParragaNovember 22, 2010
![Page 2: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/2.jpg)
IntroductionWe examined the existing marketing strategies and growing opportunities that PepsiCo, Inc. is practicing towards the Hispanic community.
*To evaluate their performance and give recommendations, we used information provided by our survey outcomes and
Hispanic Marketing course.
![Page 3: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/3.jpg)
Significant AchievementsAs one of the first major companies to engage in multicultural marketing, Pepsi is highly popular with Hispanic consumers.
• The Hispanic/Latino Advisory Board was created in the year 2000.
• Tropicana Products, Inc. joined the PepsiCo portfolio in 1998 and gives PepsiCo the strongest brand name in juice.
![Page 4: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/4.jpg)
SWOT Analysis• Strength: Has various Hispanic celebrities in their
campaigns and advertisements.• Weaknesses: Pepsi brand image amongst Hispanic is
not as competitive as Coca-Cola.• Opportunity: A growing Hispanic market• Threat: People are more health conscious so they
prefer healthy drinks and juices.
![Page 5: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/5.jpg)
Products Most popular amongst Hispanics• Gatorade Xtremo• Sierra Mist• Tropicana Juice• Manzanita Sol• Ruffle Queso
“El Reventon del Sabor” (Mega Party of Fun and Savor) campaign, with singers Chayanne of Puerto Rico and Lucero
of Mexico, was dedicated to increase Doritos and Pepsi drinks sales amongst Hispanic consumers.
![Page 6: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/6.jpg)
Existing Competition
Pepsi introduced in the year 1903 and Coca-Cola in 1886 have always been rivals over trying to dominate the carbonated soft drink market.
Pepsi Cola places itself in the cost leadership
![Page 7: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/7.jpg)
Target Market
• no preference to income level• Hispanic youth 18-34 (using fashions, music
and brand usage)• second target is Hispanic mothers because they
are involved in grocery shopping 79% of the time
![Page 8: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/8.jpg)
Marketing Strategies
• El Reventon Del Sabor• Yo Sumo• Pepsi Refresh Project
![Page 9: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/9.jpg)
![Page 10: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/10.jpg)
Survey Results
![Page 11: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/11.jpg)
Survey Results
![Page 12: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/12.jpg)
Survey Results
![Page 13: PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01 Dr. Arturo Z. Vasquez- Parraga](https://reader035.vdocuments.net/reader035/viewer/2022081520/56816901550346895de0138a/html5/thumbnails/13.jpg)
Recommendations• PepsiCo should focus more on making their products
healthier because they will become more attractive towards Hispanic consumers.
• PepsiCo should try to push scholarship donations to show that they have social responsibility over the Hispanic youth.