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Introduction
Consumer culture is regarded to be one of the most essential components of the marketing strategy. It is generally shaped all through the history of a brand, and seriously impacts the marketing strategy and advertisement policy. In the case of Pepsi, it has more than a century-long history, and the consumer culture, which had been forming for this period, is unique among all the other similar brands.
Pepsi-Cola is a famous multi-billion dollar brand. The struggle between Pepsi and its rival Coke has been lasting for years, and the struggle of the colas has been expanded into other product spheres. But still, Pepsi cola is a global giant, with worldwide trades of around $15bn.
Brand History
The history of Pepsi started in 1893 when a young pharmacist Caleb Bradham invented a refreshing drink by experimenting with spices, syrups, and juices aiming to create something new.
In 1902, he started the Pepsi-Cola Company in one of the rooms of his drug store and addressed the U.S. Patent Office for a brand name. Originally, he mixed the syrup himself and sold it only out of his soda fountains. Soon, Caleb found out that a greater chance existed to bottle Pepsi so that people could buy and drink it anywhere they wished. Since that moment consumer culture started shaping, as the product had been positioned as a refreshing drink, which may be bought anywhere. Moreover, in 1902 the first commercial advertisement appeared in New Bern Weekly Journal.
The advertising strategy had been changed essentially since that, as Pepsi brand conquered international markets, and the campaign should be planned by the contemporary trends and cultures. Any company can not deal without a website nowadays. Pepsi cola is not an exception, and the official site, which is also a retail one, is regarded to be rather a successful one, as it is colorful, attractive and perfectly created from the point of view of navigation simplicity and data availability.
Theoretical background
From the consumerist point of view, it is necessary to highlight, that the website does not fully correspond to all the requirements of consumerism, as it is oriented only for those, who have access to the global net. These may be the people from the developing countries, who do not have constant access to World Wide Web. The website also does not shape the consumer culture, as it is necessary to dictate the way of life and the manner of behavior.
Surely, there are some options for particular Pepsi activities, but these activities are not advertised broadly, and most of them are mentioned only on the retail website. It may be stated, that the entire campaign is oriented for youth, as it promotes an active way of life, sports, parties, etc, and the Pepsi cola sign is associated with the choice of the new generation. The essential point is that it is weakly oriented for elder generations, but youth only.
Close analysis
As it has been stated above, the Pepsi Cola Company launched and maintained the campaign, which emphasizes, that Pepsi is chosen by the new generation. It is claimed, that the Pepsi brand is present at lots of sports events, especially basketball and baseball in the USA, and football in Europe. As the campaign is regarded to be rather successful, the brand is associated with the choice of the youth, with sports activities and energetic behavior. Pepsi brand has become a part of customer’s buying process and shaped particular consumer culture. It looks especially topical on the background of the national strategy against obesity, as people should realize – life is in motion and activity.
The brand analysis also revealed the fact that the changes of the brand image all through the history was a required action, and it confirmed the marketing rule, that brand should develop and change its image. The changes of the image were not numerous but originated the increased recognizability rate.
The Pepsi brand is identical to the matter where it is bought; thus, price tends to be the main differentiator for customers. On the contrary, fresh products vary considerably in both excellence and appearance. Over the past decade, many grocers progressively more offered high quality, fresh products, and natural foods as a way to distinguish themselves from Wal-Mart and other low-price sellers. And it is the only reason, why such retailers refuse to deal with Coke and Pepsi: originally, Pepsi was a mixture of spices, juices, and syrups, but since the production became fabric, and with the development of technologies, any natural product except sugar is entailed in Pepsi drink: these are stabilizers, preservatives, coloring agents, etc.
Conclusion
Staying within the top of the hugest brands, Pepsi has an interesting and bright history. And despite the arrangement and sponsor’s assistance of lots of sports events, it stays the unnatural product, and it seriously harms the effectiveness of its campaign.
References
Pepsi Cola Co. Web.
Northon, Anne (2005) “signs of shopping” Consuming passions.
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