Improving Brand Image, Health And Product Features: Strategies For Diet Pepsi

Issues

Plan 1

Plan 2

Plan 3

Brand Image

· Plan: Improvement in quality

· Place: Pepsi’s Lab

· Responsible person: Production manager

· Budget: $50000-65000

· Time: 3 months (1/11/18-31/01/19)).

· How: Surveys and feedbacks will be taken from the random customers to determine their needs and wants so that appropriate actions could be taken.

· Sales: Improved quality will help the organization to reposition its product in the target market, thus, it will be effective in attracting large customer segments and it will ultimately boost sales of the organization.

· Success: Sales and demand of the product will be compared as before improving quality and after improving quality.

· Plan: Promotion & Advertisement

· Place: Digital and traditional media mix (Zhang, 2015).

· People: Marketing manager

· Budget: $45000

· Time: 3 months (1/11/18-31/01/19)

· How: Trending mediums of advertisement and promotion will be adopted for enhancing the effectiveness of organizational existing marketing strategies. Along with this, traditional mediums will also be used for approaching to the larger customer segments (Sasmita & Mohd Suki, 2015).

· Sales: Higher the promotion, higher will be the demand for product; hence, sales will be increased.

· Success: Demand will be compared before promotion and after promotion (Nyadzayo & Khajehzadeh, 2016).

· Plan: Consistency

· Place: In all the markets

· People: Management, quality analyst, leaders and every employee.

· Budget: No extra cost is required for maintaining the quality of the product consistent.

· Time: Throughout the lifecycle of product

· How: By setting standards and benchmarks

· Sales: Consistency is an essential tool for retaining its existing and potential customers’ interest within the organization.

· Success: With the consistent quality, customers’ interest will be retained in the organization.

Health

· Plan: Introducing sugar free variant

· Place: Lab

· Person: Production manager

· Budget: $80,000

· Time: As soon as possible

· How: In the diet Pepsi variant, organization will introduce sugar free drink to target health conscious people.

· Sales: New customer segments will be targeted with the sugar free variant.

· Success: Sales of before introducing sugar free variant will be compared after introduction of new product.

· Plan: Healthy ingredients

· Place: Lab

· Person: Production manager

· Budget: $25,000

· Time: As soon as possible

· How: As per health conscious people’s demand, heathy ingredients will be added in the drink (Anselmsson, Vestman Bondesson & Johansson, 2014).

· Sales: Fitness freaks and health conscious customer segments will be targeted and it will ultimately enhance sales (Zablocki, Schlegelmilch & Schant, 2017).

· Success: Acceptability of product will be analysed amongst the target consumer segment.

· Plan: Benefits of diet Pepsi will be promoted

· Place: Domestic and international market

· Person: Marketing manager

· Budget: $35,000-40,000.

· Time: After launching of sugar free and healthy ingredients variants.

· How: Appropriate promotional mediums will be used for spreading awareness in relation to the benefits of the diet Pepsi.

· Sales: The more people will be aware about the benefits, the higher will be the demand which will ultimately boosts up the sales.

· Success: Sale and demand of the product will be treated as success factor.

Bottling

· Plan: Redesigning of the bottle

· Place: Lab

· People: Professional designer

· Budget: $15,000-20,000

· Time: 1/11/2018-31/01/2019.

· How: Diet Pepsi will be introduced in multiple variants like can, small bottle, family pack, etc.

· Sales: Different and attractive packaging will attract different customer segments and it will enhance demand and sales of the product.

· Success: With the increased demand, organizational new plans’ success could easily be analysed.

· Plan: Pocket friendly bottles will be introduced

· Place: Lab

· People: Designer and production manager

· Budget: $25,000-30,000

· Time: 01/11/2018-31/01/2019.

· How: Pocket friendly bottles and cans will be introduced which could easily be fit in the pockets of consumers.

· Sales: Pocket friendly packaging will attract target audience and it will create positive impact over organizational sales (Arai, Ko & Ross, 2014).

· Success: Sales will be analysed after introducing pocket friendly bottles.

· Plan: Logo and attractive slogans will be pasted over the packaging

· Place: Lab

· People: Designer

· Budget: $20,000

· Time: Within the time of introduction of new bottles

· How: By using attractive messages and slogans which could attract target audience

· Sales: Attractive messages will attract new customer segments.

· Success: With the enhanced demand, success of the plan will be analysed.

Competitor

· Plan: Fair Pricing strategy

· Place: Within the workplace

· People: Top level management

· Budget: N/A

· Time: 1/11/2018-31/01/2019.

· How: Fair pricing strategy will be adopted for the objective of gaining competitive edge over competitors.

· Sales: With the help of fair pricing strategy, sales of the organization will be enhanced and it will also help the organization to gain competitive advantage.

· Success: Percentage of increase in sales will be analysed.

· Plan: Promotion & Advertisement

· Place: Different mediums of promotion

· People: Marketing manager

· Budget: $50,000

· Time: 1/11/2018-31/01/2019.

· How: Primary competitor is diet Coke and their marketing strategies will be analysed for introducing effective marketing strategies.

· Sales: Effective promotions will result in enhancing sales for the organization.

· Success: Percentage of the increase in sales will be analysed.

· Plan: Differentiation strategy

· Place: Workplace

· People: Top level managers

· Budget: $35,000

· Time: 1/11/2018-31/01/2019.

· How: Target audience’s demands will be analysed and on the basis of outcomes, differentiation strategy will be implemented for differentiating diet Pepsi from other drinks.

· Sales: With the help of differentiation strategy, organization would be able to develop curiosity amongst the target audience to buy the product and it will help in increasing sales.

· Success: Unique image of the product will help the organization stand aside from its competitors.

Product Features

· Plan: Diet Pepsi will be launched in different flavours.

· Place: Lab

· People: Production manager

· Budget: $100,000

· Time: 1/11/2018-31/01/2019.

· How: Diet Pepsi comes in cola flavour and now it will be launched in other flavours like orange, lemon, etc.

· Sales: With the help of new flavours, organization would be able to target new customer segments which will ultimately boost up the sales.

· Success: Increase in the sales will be treated as the success factor for this plan.

· Plan: Adding honey in the drink to improve its taste

· Place: Lab

· People: Production manager

· Budget: $40,000

· Time: 1/11/2018-31/01/2019.

· How: Honey is known for purity and fitness, thus, it will be added in the diet Pepsi to make the drink more tasty and effective.

· Sales: Improvised taste of the drink will help the organization to target larger part of the target audience and it will boost up the sales.

· Success: Percentage increase in the demand of the product will be known as the success factor.

· Plan: Adding fruit pulps in the drink

· Place: Lab

· People: Production manager

· Budget: $30,000

· Time: 1/11/2018-31/01/2019.

· How: Adding fruit pulps in the drink will help the organization to build reliable image amongst the target audience in relation with the Diet Pepsi.

· Sales: Fitness freaks, health conscious people, children and other customer segments will be attracted towards this taste which will ultimately enhance sales.

· Success: Increase in sale and demand will be treated as the success factor.