Read the pepsi refresh case and answer : question 1- In one paragraph a challeng

Question

Read the pepsi refresh case and answer :

question 1-

In one paragraph a challenge, talk about a challenge they faced, then chose 2 solutions for this challenge and write a paragraph about each .

Read clique pens case and answer :

Question 2- Cross promotion, come up with a product ( clique pens ) how will you communicate it with your distribuitor , key retailer , display, exclusive procit and retail media vehicle .

Question 3- experiential markering ( clique pens) give a detailed example of each of the 4 tools .

question 4- Detail a cause marketing campaing for clique pens.

a)( 3 ways to generate revenue from your website, chose two of those 3 ways and describe why they are the best for generating revenue from ur website )

b) chose two partner sites to place a banner on

c)two ways to keep customers engaged on your website)

Question 5- describe SEO/SEM.

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Explanation / Answer

Answer: The challenge that pepsi during the pepsi refresh campaig can be summarized as below:

-To identify and frame ways /means to give charity that today's generation would find interesting.They had to crowdsource ideas to help address a noble cause and at the same time sell their products and create brand awareness.Moreover this should align with the charitable goals of the masses and should strike a chord.

The solutions to address the challenge are as follows:

- Generate ideas and crowdsource challenges: Connect with celebrities and popular athletes ,sportstars and based on their ideation, ask the crowd to vote for the challenge which they think is most suitable for funding.Organize roadshows and events to spread awareness and promote the idea of giving back to society which would help in giving pepsi a clean image/act as an image makeover. Invest in social causes which were unaddressed for a long period and deserved immediate attention so that a big impact can be made.Tie up with not -for- profit organizations and help them with funding to address noble causes

-Use social media marketing , SEO ,SEM , content optimization to promote the ideas and spread the message. Use social media influencers for endorsements. Use gamification techniques to instil interest amongst the tech savvy generation for greater participation and early adoption.

Answer 2:The various techniques can be explained as below:

-Back to school promotions

-Allocate sufficient budget for advertising, consumer promotion and trade promotion

-Launch discount coupon promotion

-Collaborate with notebook and stationary suppliers to cross sell the clique pens

-Use socal media promotions, SEO, SEM , content optimization,email marketing & leverage digital marketing techniques

-Use gamification techniques

-Launch in-store promotions and start VMI( Vendor managed inventory ) model for large stores so that product visibility in store racks is increased

- Optimize the SKU ( no . of pens in a package) as per customer popular demand analytics

-Improve packaging

-Leverage MDF programs and optimize the contribution of Retailer’s discount to MDF Programs (Consumer Promotion & Advertising Budget)

Answer 3: The experiential marketing techniques are as follows:

-Handing out free merchendise: Distribute clique pens to school students after tying up with schools. Free merchandise can also be distributed to under privileged children in slum areas.

-Contests and sweepstakes: Leverage gamification and launch contests to promote the product. Identify and assign brand ambassadors to uphold the product brand.

-Psychographc segmentation of target market: Identify the needs of each of the target consumer as per their psychographic responses and behaviour. This will also help in differetial pricing as customers belonging to different segments will have specific needs and aspirational values , willingness to pay.For example students shall consider pens as commudity and would be price sensitive whereas office goers would be willing to pay a premium for high quality pens and would be quite price insensitive.

-Focus campaigns: Run campaigns through social media, organize roadshows to promote the brand. For example tie up with retailers to run in store campaigns, special discounts on certain days , special events where discounts can be availed etc.Fund the education of underprivileged children or organize monthly education camps

Answer 4: (a) The three ways to generae evenue from websites include

-Ecommerce . Direct sales of products or services to make profit

-Affiliate marketing. Receive referral fees from merchants when a product or service linked to the website results in a sale as a result of the link.Affiliate advertising links can also be set up and instead of directly sponsoring a product , only content can be posted in website and link can be embedded. Payment is done when visitor clicks the embedded link and purchases the product.Analytics relaed to customer behaviour and segmentation can also be monitized from the product sponsors or sellers.

-Advertising. Ad revenue are generated for displaying advertisements on website, blog, or e-mail newsletter.

If the demand for product advertised in yor website is very high and there is a high value traffic iflow then it can also result in cross selling of your products. Ad revenues will be generated in the form of CPM(Cost per thousand views), CPC(cost per click) ,CPA(cost per action). Hge revenues can also be generated from contextual ads embedded in the website and is a non intrusive method of advertisement.For popular websites a decent amount cn be charged for banner ads.

(b)The partner sites to place a banner ad on would be

-Google adwords :Allows yu to display ads on websites within the Google Content Network based on keywords and demographics.

-Yahoo Advertising:Advertising allows you to place your banner ads on websites across their wide network.

(c) The 2 ways to keep customers engaged to your website includes:

-Optimize the content of your website according to the nature of visitors. Include video contents as people prefere watching over reading and the visua apeal would also have a far reacig and long lasting impact

-Provide an enriched UI/UX: Upgrade the website hosting so that website loading is not delayed. Website design should be congruent to the message being conveyed.The fonts and colors should be congruent and the hyper links should be easily accessible and clearly visible. Navigation to and from child landing pages should be user friendly.

Answer 5: SEO stands for Search Engine Optimization. This includes techniques that helps the websites to rank higher in organic search engine results.The objctive is to ensure that a website is accessible to popular search engines(like google, yahoo,bing,baidu etc.) and improve the probbility that the site will be found by the search engine.The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user and that would mean greater traffic flow.It can be achieve by:

-creating and publising high quality ,optimized contents

-include keywords and keyphrases

-build links to popular websites and social media platforms

-improve UX(user experience ) and user navigation

SEM stands for Search Engine Marketing.This includes techniques like search engine optimization , paid listings and other search engine related services.

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