Advertising and Pricing Strategies

Advertising and pricing strategies in the Pepsi generations campaign
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Advertising and pricing strategies in the Pepsi generations campaignThe new “Pepsi Generations” campaign rolled out in the 2017 Super Bowl sought to reintroduce some of its iconic products from the earlier years. The advertisement introduced new packaging designs used in the 90s. The commercials use celebrities from different eras to captivate a range of audience. The celebrities from the last century like Cindy Crawford appeal to the older members of the society while others like Justin Timberlake and Morgan Freeman excite the youth of today. The advertisements use the pop culture language to entice the younger generations (PepsiCo, 2018). With the growth of the internet, the popularity of movies and music has soared among the current generation, and therefore the commercials seek to exploit the trend to promote their products.Pepsi used the economy pricing strategy to price their products. The existence of various products in the non-alcoholic beverages industry creates intense competition. For example, the Coca-Cola company offers stiff competition to the company regarding the products they sell (Hartmann & Klapper, 2017). Therefore, since both companies offer almost identical products of similar quality, Pepsi sets standard and affordable prices for the goods.
The company offers attractive prices that encourage consumers like me to purchase their products.

An analysis of the firm’s history indicates that it emphasizes on quality, innovations and customer care that bolsters the image of the organization. Hence, the standard prices that correlate to the quality formed the basis of my decision to purchase the product. On the same line of thought, I think the company used the economy pricing strategy to attract many consumers by offering affordable products (PepsiCo, 2018). They intend to benefit from establishing consumer loyalty which will maintain their future sales.
References
Hartmann, W. R., & Klapper, D. (2017). Super bowl ads. Marketing Science.
PepsiCo. (2018). Pepsi® Unveils New Global Campaign, Pepsi Generations, with Debut of New TV Advertisement during Super Bowl LII | PepsiCo.com. Retrieved March 26, 2018, from http://www.pepsico.com/live/pressrelease/pepsi-unveils-new-global-campaign-pepsi-generations-with-debut-of-new-tv-adverti01112018