14 Aug Answer the following:1) Case Summary2) Identify Key Promotion Issues: select at

Answer the following:1) Case Summary2) Identify Key Promotion Issues: select at least 3 from the chapter and describe the relationship to the case. (Do not use the Key Promotion Issues used in the sample case.)3) Personal Case AnalysisCase Questions:4) What were the key contributing factors to Tylenols success in handling this public relations issue?5) Describe the various relevant audience segments that they needed to address.6) Given the timing of this event, how did they measure the public relations programs success? How might the forms of measurement be different today?7) ConclusionDo not use the Key Promotion Issues used in the sample case. The paper should be in Attached Sample Case Analysis Format and must have a minimum of 3 outside references, not counting the textbook. Properly cite sources in APA format. Analysis length should be 1,000 – 1,500 words. Do not use the Key Promotion Issues used in the attached sample case. This case will have its own set of Key Promotion Issues, which you will choose based on the details of the case content.Sample Case Assignment Analysis FormatMRKT 5940 Online Course(Instructional notes in red)(Your name here)Can Pepsi make Pepsi One the One? (This is a case from a previous editionof the Advertising and Promotion text not currently in your text book.This is only a sample analysis to demonstrate analysis format only)Case Summary:Pepsi One is an innovative product launched in the market by PepsiCo tokeep the image of innovation, fast movement, and competitiveness. Thecase includes the steps of a new-product development process.Emphasizing the launch of the product and the ways that Pepsi One isgetting more familiar to the target market. Pepsi One is becoming asuccessful product by getting more market share from the main competitorCoca-Cola.(Each case to be analyzed will be read from the text, with specificquestions assigned)Key Promotion IssuesPlease select at least 3 from each chapter and describe the relationship to thecase.IMC Integrated Marketing Communications Coordination of variouspromotional elements and other marketing activities that communicatewith a firms customers Pepsis TV advertising, direct mail efforts, printand radio all focus on a consistent messaging for the brand.Brand Identity Combination of many factors, including the name, logo,symbols, design, packaging and performance of a product or services aswell as the image or type of associations that comes to mind whenconsumers think about a brand. Pepsi redesigned its entire brand identitywhen it implemented a new global new logo design years ago to reflect itsyounger audience. All packaging, in-store promotions and symbolsreflected this younger identity for the brand.Publicity Refers to nonpersonal communications regarding andorganization, product, service or idea not directly paid for or run underidentified sponsorship News releases have been issued citing Pepsisdonations to schools in underdeveloped nations.Page 1Company Created Touch Points Planned marketing communicationmessages created by the company such as advertisements, websites,news/press releases, packaging, brochures and collateral material, salespromotion, and point-of-purchase display along with other types of in-storedcor. It is important for Pepsi to be consistent in their message to themarket with all the touch points they use.Product positioning Creating and maintaining a certain concept of aproduct in customers minds. Through advertising and promotion thecompany tries to keep the idea of the products key message/positioning incustomers minds.External Analysis- Focuses on factors such as characteristics of thefirms customers, market segments, positioning strategies, andcompetitors How has Pepsis audience changed? How have their tasteschanged? What are the key benefits of the brand today?(These are the issues in this particular case each case will have adifferent set of key Issues.)Personal Case AnalysisI learned that Pepsi One was a product created by a modification of anexistent product Pepsi Diet. The product modification was the sweetenerused. A new taste of cola was added to the appeal for a low calorie softdrink. By trying to differentiate Pepsi One from a classic Diet product,PepsiCo shows its innovative style and gain market share from Coca-Cola.Case Questions1- Is Pepsi One a new product, a modified product, or a line extension?Explain your answer.Pepsi One is a new product, line extension and a modified product.Pepsi changed the sweetener to acesulfane potassium (ace K) tocreate the Pepsi One and tried to be unique by being a low calorie softdrink, which tastes a regular soft drink..2- In what way is Pepsi One positioned?Pepsi One was positioned by including characteristics that targetmarket most desires. Understanding the diet aspect of Pepsi Onehelped attract an unusual market segment for a diet drink: cola-lovingPage 2males in their 20s and 30s. The product is not made to compete headto head with Diet Pepsi.3- Over the years, PepsiCo has had a number of product failures.Evaluate PepsiCo managements decision to introduce Pepsi One?PepsiCo was launched just after test indicated consumers liked itstaste as much as its creators did. In extensive home-use tests, almost70 percent of Pepsi One tasters reported they would purchase theproduct again. To differentiate Pepsi One from the horde of diet softdrinks, PepsiCo focused on the products taste, which is almostindistinguishable from the taste of sugared soft drinks.ConclusionsThe company that wants to be competitive needs to be innovative and alwaysintroduce new products in the market. PepsiCo used line extension of its Dietproducts to create Pepsi One. Pepsi One is a product modification as well,which was consisted of in changing the sweetener to acesulfane potassium (aceK). This aesthetic modification provided the product differentiation thatappealed to customers as product with low calorie that tastes as a regular softdrink. The different product design that included change on the styling neverseen before, helped to position the product among the cola-loving males inthere 20s and 30s. By being innovative Pepsi One is guaranteeing its position onthe soft drinks market, taking some market share from its big rival Coca-cola.Works Cited(Each analysis must include a minimum of three outside references, notcounting the text or references from the case subject directly)Bramhall, Joe, Pepsi Inc, Hoovers, http://www.hoovers.com/xm-holdings/-ID_60656–/free-co-factsheet.xhtmlChoosing a soft drink, Soda pop.com Click & Learn:http://www.pepsicity.com/rpsm/edOid/105548/rpem/ccd/lookLearn.doDeitz, Corey, Learn the Difference to Make the Best Choice For Yourself, Your Guideto softdrinks, December 29, 2005, Pepsi and Coke Comparison Charthttp://pop.about.com/od/satelliteradio/a/blsatcomparecht.htmCompany Profile, Pepsi, Inc, February 10, 2006, NAMC Newswire,http://www.newswire.com/companyprofiles/xmsr.htmlPage 3Insight from Standard & Poors, S&P Boosts Pepsi to Strong Buy, BusinessWeek online,February 9, 2006,http://www.businessweek.com/investor/content/feb2006/pi20060209_35961.htm?chan=tc(Make sure your name is at the top of the paper)(Remember that any paper with less the 500 words of content notcounting the words from the questions and references will receive a zero)(Ask questions of your instructor BEFORE the paper is due Good luck)Please read this:http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htmAnswer the following:1 Case Summary2 Identify Key Promotion Issues: select at least 3 from the chapter and describe the relationship to the case. (Do not use the Key PromotionIssues used in the sample case.)3 Personal Case AnalysisCase Questions:4 What were the key contributing factors to Tylenols success inhandling this public relations issue?5 Describe the various relevant audience segments that theyneeded to address.6 Given the timing of this event, how did they measure the publicrelations programs success? How might the forms ofmeasurement be different today?7 ConclusionDo not use the Key Promotion Issues used in the sample case. The papershould be in Attached Sample Case Analysis Format and must have aminimum of 3 outside references, not counting the textbook. Properly citesources in APA format. Analysis length should be 1,000 1,500 words. Donot use the Key Promotion Issues used in the attached sample case. Thiscase will have its own set of Key Promotion Issues, which you will choosebased on the details of the case content.Page 4Answer the following:1) Case Summary2) Identify Key Promotion Issues: select at least 3 from the chapter and describe the relationship to the case. (Do not use the Key Promotion Issues used in the sample case.)3) Personal Case AnalysisCase Questions:4) What were the key contributing factors to Tylenols success in handling this public relations issue?5) Describe the various relevant audience segments that they needed to address.6) Given the timing of this event, how did they measure the public relations programs success? How might the forms of measurement be different today?7) ConclusionDo not use the Key Promotion Issues used in the sample case. The paper should be in Attached Sample Case Analysis Format and must have a minimum of 3 outside references, not counting the textbook. Properly cite sources in APA format. Analysis length should be 1,000 – 1,500 words. Do not use the Key Promotion Issues used in the attached sample case. This case will have its own set of Key Promotion Issues, which you will choose based on the details of the case content.Sample Case Assignment Analysis FormatMRKT 5940 Online Course(Instructional notes in red)(Your name here)Can Pepsi make Pepsi One the One? (This is a case from a previous editionof the Advertising and Promotion text not currently in your text book.This is only a sample analysis to demonstrate analysis format only)Case Summary:Pepsi One is an innovative product launched in the market by PepsiCo tokeep the image of innovation, fast movement, and competitiveness. Thecase includes the steps of a new-product development process.Emphasizing the launch of the product and the ways that Pepsi One isgetting more familiar to the target market. Pepsi One is becoming asuccessful product by getting more market share from the main competitorCoca-Cola.(Each case to be analyzed will be read from the text, with specificquestions assigned)Key Promotion IssuesPlease select at least 3 from each chapter and describe the relationship to thecase.IMC Integrated Marketing Communications Coordination of variouspromotional elements and other marketing activities that communicatewith a firms customers Pepsis TV advertising, direct mail efforts, printand radio all focus on a consistent messaging for the brand.Brand Identity Combination of many factors, including the name, logo,symbols, design, packaging and performance of a product or services aswell as the image or type of associations that comes to mind whenconsumers think about a brand. Pepsi redesigned its entire brand identitywhen it implemented a new global new logo design years ago to reflect itsyounger audience. All packaging, in-store promotions and symbolsreflected this younger identity for the brand.Publicity Refers to nonpersonal communications regarding andorganization, product, service or idea not directly paid for or run underidentified sponsorship News releases have been issued citing Pepsisdonations to schools in underdeveloped nations.Page 1Company Created Touch Points Planned marketing communicationmessages created by the company such as advertisements, websites,news/press releases, packaging, brochures and collateral material, salespromotion, and point-of-purchase display along with other types of in-storedcor. It is important for Pepsi to be consistent in their message to themarket with all the touch points they use.Product positioning Creating and maintaining a certain concept of aproduct in customers minds. Through advertising and promotion thecompany tries to keep the idea of the products key message/positioning incustomers minds.External Analysis- Focuses on factors such as characteristics of thefirms customers, market segments, positioning strategies, andcompetitors How has Pepsis audience changed? How have their tasteschanged? What are the key benefits of the brand today?(These are the issues in this particular case each case will have adifferent set of key Issues.)Personal Case AnalysisI learned that Pepsi One was a product created by a modification of anexistent product Pepsi Diet. The product modification was the sweetenerused. A new taste of cola was added to the appeal for a low calorie softdrink. By trying to differentiate Pepsi One from a classic Diet product,PepsiCo shows its innovative style and gain market share from Coca-Cola.Case Questions1- Is Pepsi One a new product, a modified product, or a line extension?Explain your answer.Pepsi One is a new product, line extension and a modified product.Pepsi changed the sweetener to acesulfane potassium (ace K) tocreate the Pepsi One and tried to be unique by being a low calorie softdrink, which tastes a regular soft drink..2- In what way is Pepsi One positioned?Pepsi One was positioned by including characteristics that targetmarket most desires. Understanding the diet aspect of Pepsi Onehelped attract an unusual market segment for a diet drink: cola-lovingPage 2males in their 20s and 30s. The product is not made to compete headto head with Diet Pepsi.3- Over the years, PepsiCo has had a number of product failures.Evaluate PepsiCo managements decision to introduce Pepsi One?PepsiCo was launched just after test indicated consumers liked itstaste as much as its creators did. In extensive home-use tests, almost70 percent of Pepsi One tasters reported they would purchase theproduct again. To differentiate Pepsi One from the horde of diet softdrinks, PepsiCo focused on the products taste, which is almostindistinguishable from the taste of sugared soft drinks.ConclusionsThe company that wants to be competitive needs to be innovative and alwaysintroduce new products in the market. PepsiCo used line extension of its Dietproducts to create Pepsi One. Pepsi One is a product modification as well,which was consisted of in changing the sweetener to acesulfane potassium (aceK). This aesthetic modification provided the product differentiation thatappealed to customers as product with low calorie that tastes as a regular softdrink. The different product design that included change on the styling neverseen before, helped to position the product among the cola-loving males inthere 20s and 30s. By being innovative Pepsi One is guaranteeing its position onthe soft drinks market, taking some market share from its big rival Coca-cola.Works Cited(Each analysis must include a minimum of three outside references, notcounting the text or references from the case subject directly)Bramhall, Joe, Pepsi Inc, Hoovers, http://www.hoovers.com/xm-holdings/-ID_60656–/free-co-factsheet.xhtmlChoosing a soft drink, Soda pop.com Click & Learn:http://www.pepsicity.com/rpsm/edOid/105548/rpem/ccd/lookLearn.doDeitz, Corey, Learn the Difference to Make the Best Choice For Yourself, Your Guideto softdrinks, December 29, 2005, Pepsi and Coke Comparison Charthttp://pop.about.com/od/satelliteradio/a/blsatcomparecht.htmCompany Profile, Pepsi, Inc, February 10, 2006, NAMC Newswire,http://www.newswire.com/companyprofiles/xmsr.htmlPage 3Insight from Standard & Poors, S&P Boosts Pepsi to Strong Buy, BusinessWeek online,February 9, 2006,http://www.businessweek.com/investor/content/feb2006/pi20060209_35961.htm?chan=tc(Make sure your name is at the top of the paper)(Remember that any paper with less the 500 words of content notcounting the words from the questions and references will receive a zero)(Ask questions of your instructor BEFORE the paper is due Good luck)Please read this:http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htmAnswer the following:1 Case Summary2 Identify Key Promotion Issues: select at least 3 from the chapter and describe the relationship to the case. (Do not use the Key PromotionIssues used in the sample case.)3 Personal Case AnalysisCase Questions:4 What were the key contributing factors to Tylenols success inhandling this public relations issue?5 Describe the various relevant audience segments that theyneeded to address.6 Given the timing of this event, how did they measure the publicrelations programs success? How might the forms ofmeasurement be different today?7 ConclusionDo not use the Key Promotion Issues used in the sample case. The papershould be in Attached Sample Case Analysis Format and must have aminimum of 3 outside references, not counting the textbook. Properly citesources in APA format. Analysis length should be 1,000 1,500 words. Donot use the Key Promotion Issues used in the attached sample case. Thiscase will have its own set of Key Promotion Issues, which you will choosebased on the details of the case content.Page 4

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