Channels, Brands and Communication Essay Example

it continues to re-invent itself.

The brand’s target market: today and yesterday

The identification of the target is deemed as the most important step in the process of marketing. The target market for Pepsi brand is young consumers and mostly those in the age bracket of 18 and 22 years (Kell, 2016). Today, consumers of Pepsi comprise of people from around the world as the company has managed to successfully target its primary audience. For instance, the campaigns of the company often sponsors television programs as well as sporting events thereby keeping the targeted audience connected especially via social media. One of the assumptions made is that it is easy to reach new markets since a majority of the young shoppers do not have brand loyalty and hence it is not hard to lure them. Another reason for finding people as the target market is the desire for the company to tap the high demand of the caffeine drinks which most of the students in college purchase. Due to the enormous population of the youths the brand has been able to reach many customers worldwide through its strong marketing campaign (Helm, 2009).

Conclusion

Pepsi has undergone different transformations and has become a strong competitor of Coca-Cola. It has represented people from a diverse background in its advertisement to attract as many customers as possible. Its target market is youths since most of them do not have a brand loyalty hence it is easy to lure them.

References

• Helm, B. (2009). BLOWING UP PEPSI. Businessweek, (4128), 32-36.
• Kell, J. (2016). Here's Why Pepsi Should Change Diet Pepsi...Again. Fortune.Com, 1.
• PepsiCo, Inc. SWOT Analysis. (2015). PepsiCo, Inc. SWOT Analysis, 1-10.