Various promotional media and strategies have been selected by PepsiCo as marketing communication tools for promoting this new marketing campaign in Australia, such as TV ads, billboards, posters on trams and buses, etc. The market communication piece which has been selected for further discussions in this study is the poster of ‘Say it with Pepsi’ on buses and trams across the Australia (Kellaris & Machleit, 2016).
Now, the positive and negative aspects associated with this market communication piece and campaign of PepsiCo have been discussed below with respect to various relevant factors,
Targeted consumers: Aussie people are generally known for being highly health conscious and the above marketing communication piece and strategy of PepsiCo does not highlight anything about the zero sugar or low fat products of the organisation. Hence, young generation consumers would be the main targeted consumers of PepsiCo through this marketing communication piece because young generation people will feel more excited to see their preferred emojis (Shen et al., 2016). As elderly people in Australia and also in other nations across the world mostly avoid beverage products to stay away from diabetes, young generation people are the main consumers of beverage products. Hence, targeting young Aussie people who see similar kind of emojis on their daily social media activities are a justified choice of PepsiCo (Madhavaram et al., 2016).
Market partitioning: ‘Say it with Pepsi’ is a global marketing campaign project of PepsiCo and as a consequence the company utilised the advantage of global popularity of emoji based language. However, the marketing communication process has been partitioned geographically through dedicating specific PepsiMoji designs to the local culture and nature of every different nation of product supply. For example, among 35 PepsiMoji designs launched in Australia 9 PepsiMoji are distinctly designed through reflecting unique nature of Australia, Aussie summer love, BBQs, etc (Kellaris & Machleit, 2016).
The promotional poster above does not contain any of the distinct PepsiMoji designs which are designed through reflecting the Aussie culture or Australian nature. Hence, it could give a very generic feel to the viewers which will overshadow the efforts of the organisation to develop distinct PepsiMoji designs through reflecting Aussie culture or Australian nature (Shen et al., 2016).
The marketing communication piece above could be eye-catchy for young generation Aussie customers of Pepsi beverages but it does not highlight the low fat and low sugar beverage products of the organisation which are specially developed for health conscious Aussie customers (Kellaris & Machleit, 2016).