Business is Marketing

A great product may just get turned into a hopeless also ran in the market place if it is not packaged right. Surely that’s reason enough to consider this aspect of your marketing program very seriously This year, PepsiCo has found a mantra to breathe new life into its beverage category. The buzz word is “Refresh Everything.” With this focus, the company plans to reinvent the brand and fill it with the spirit and optimism of youth. Massimo d’ Amore, CEO, PepsiCo North America Beverages, said, “Today, people want beverages to refresh more than their taste buds... this is what our brand reinvention strategy is all about and we’re introducing new identities, new packing and holistic marketing campaigns designed to inspire people of all generations,” as according to them, their beverages have always been at the centre of popular culture, where they have energized new generations for years. The 60-second “Pepsi Pass” video on You Tube takes the winning mantra forward by claiming “Every gene...

As technology radically transforms interpersonal communication, the very tenets of marketing are getting redefined... Aircel seems to have flooded the markets with its red and blue hoardings and kiosks dotting the whole city. They plastered Delhi with Mahendra Singh Dhoni’s smiling face, they stole the front page of the Times of India and changed it to “Move on India”. On 21st March, apart from TOI, Aircel had literally hijacked all Radio Channels & TV Channels with its advertisements. Many have used such “Ambush” marketing techniques earlier, however this time, Aircel did something else too. This Apollo Group-promoted brand went and connected itself with the youth – and where else to go other than Facebook. Aircel launched a voice message application on Facebook, which allowed friends to leave each other voice messages instead of just text messages. Within no time, it got 190 users to sign up for its voice mail application. Social networking sites are turning out to be lucrative o...