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PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01

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.

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PepsiCo, Inc. Hispanic Marketing By: Erika Balderas 10310790 Nancy Valdez 20026459 Alex Valencia 10249971 MARK 3385.01

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  1. 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

  2. Introduction We 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.

  3. Significant Achievements As 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.

  4. 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.

  5. 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 Chayanneof Puerto Rico and Lucero of Mexico, was dedicated to increase Doritos and Pepsi drinks sales amongst Hispanic consumers.

  6. 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

  7. 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

  8. Marketing Strategies • El Reventon Del Sabor • Yo Sumo • Pepsi Refresh Project

  9. Survey Results

  10. Survey Results

  11. Survey Results

  12. 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.

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