百事可乐公司4P分析

The perception and marketing strategy Perception is the human brain whole reflect about the stimulus various attributes and each part. The perceptual process can be divided into revealed, pay attention to and understand the three stages. Products, advertising, packaging and marketing stimulation will influence consumers behavior only when their brains produce perception.Understand consumers' perception process, can help company to better grasp the consumer psychology, can help enterprises to better design and producing products, can help enterprises to formulate more suitable marketing strategy, it's has vital significance about the enterprise.

Retail Strategy:

Exposure occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves. Retail often use exposure very effectively attract consumers interesting and curiosity. Example The United States Pepsi company, Pepsi company produce many difference products that based on the different age and need of consumers, such as fashion relaxed drink Hepy, sport drink Gatorade,the taste is numerous Mirinda, and the earliest Pepsi, etc. And these goods at a retail store put the position will also be different, such as teenagers like to drink Hedy and Pepsi will put more conspicuous place revealed out. This kind of retail strategy the product show in front of consumers, successfully attracted the attention of consumers and interest, let consumers have the purchase desire and motivation,stimulate consumption.

Brand name and logo development

Brand name can influence anything from food taste to color preference. Example Pepsi is have a long history brand name even in 1890 in the United States has been widely known.Because of its brand influence many people joined the drink coke ranks, now the American people even drink Pepsi cola every day.Today ,The United States Pepsi company has push-off in addition to coke outside more new beverage, we see is the company will also want to try to drink, this is the so-called brand strategies.And it’s also very important of a company that the logo design and Typographics. And the company use and Pepsi the same trademark, let when people think of PepsiCo will think of Pepsi,

see Pepsi can think of PepsiCo, let the brand image promotion the crowd influence.

Media strategy

The explosion of media alternatives makes it difficult and expensive to gain exposure to key target audiences.Consumer involvement can drive media exposure and strategy. Example Pepic company according to the different product consumer degree of intervention for the different media strategy, such as Pepsi propaganda bigger than hedy. In addition, the pepic company often collaborate with other companies, such as KFC the coka only use pepic ,and pepic always as sponsorship about some activity like Olympic Games , this way is called ambush marketing, and some TV programs, magazine, newspaper, website promotion,all for the consumer to cause subliminal stimuli, attract consumer.

Advertisements

Advertisements could capture consumers attention and convey meaning,this is the second step in the process of perception.Increase attention have many different way,some stimulus is very important like size, intensity, repetition, attractive visuals, color and movement, interestingness...Pepsi advertisements Let people have a deep memory, like some very famous football stars team up with PepsiCo's cooperation, including football star hands Pepsi and all kinds of fluent luxuriant scene let a person have a high interest, at the same time advertising pages is the use of Pepsi packaging blue, memory is very profound.There are some other very humorous advertising, such as hedy advertising in humorous funny humor is given priority to. PepsiCo in advertising joined the different stimulating factors, and success has attracted the attention of consumers and to convey the product information

Package design and labeling

Packaging has functional and perceptual components, it’s also must attract attention and convey information. In the Pepsi company, each product has different packaging. Such as Pepsi company according to different products have different packing, example Mirinda have many taste so the packing is very beautiful. Different sizes have different packing, miniature more convenient, and large bottle more benefits. But the packing will have PepsiCo's trademark, such as Pepsi packing is blue is given priority to, a Pepsi trademark, this kind of packing already let the people remember and can realize when they see the logo. PepsiCo let consumer attention and understand its product information, to participate in the whole process of feeling, so its marketing means very successful.

TANG YIDONG

2012.10.9