Shaun Early
Eduardo Herrera
Nicole Jacobs
Claudia Martinez
Jorian Micor
Mike Minogue
Chris Venturini
“All of the
taste,
none of
the guilt”
Pepsi Slim
Greatest innovation both in soda and dietary
supplement history
Exact taste of Pepsi, with revolutionary weight
loss benefits
Not only will it change the way you drink, it will
change the way you live
ALL OF THE TASTE NONE OF THE GUILT
Pepsi Today
Brief Pepsico overview
Annual budget for advertising
Industry info
Market share>
Campaign Objectives
Create brand awareness
Convert competitor
consumers
Gain consumer loyalty
Credible product with
same great taste
Ultimate weight loss
drink
Sales Objectives
Acquire a greater customer base
than competitors
Compete with other dietary brands
in the market
Set competitive price
Obtain at least 5,000 new
consumers per month
Increase sales made to existing
consumers
SWOT Analysis
STRENGTHS
“Pepsi brand” awareness
amazing marketing campaign in the
works
exciting new product
OPPORTUNITIES
no strong industry leader
ability to surpass Coke in beverage
sales
obesity epidemic
WEAKNESSES
confusion on what product is
expensive marketing campaign
THREATS
potential to “cannibalize” and ruin
regular Pepsi brand
lawsuits for misuse of product
(overdrinking)
Commercials & Endorsement
Pepsi superbowl halftime show
Celebrity endorsers: Britney Spears & Beyonce
Social Media
Samples and Packaging
Free Samples on College Campuses
Cafeterias
Dining areas
Recreational Centers
Packaging
Slim Design
“All of the taste, None of the Guilt”
#PepsiSlim
Budget
Superbowl Commercial
$3.5 million for every 30 seconds *4= $14 million
Packaging and Production
Distribution: $.15 per can
Can and Holder: $.20 per can
Actual Pepsi Slim: $.05 per can
Total: $.40 per can * 50,000 cans daily * 365 days=
$7,300,000
Budget Continued
Illinois Major Universities Blind Taste Trials
Direct Labor: $20/hour *20 hours weekly * 4 weeks * 10 reps =
$16000 per University * 5 Universities = $80,000
Average enrollment 5 Universities= 22,750 students
Direct Materials: $.25 per can * 11,400 cans= $2850 per University * 5 =
$14,250
Overhead = $5000
Total Cost for Taste Trials = $99,250
Budget Concluded
Instagram ad
$150,000 monthly * 12 months = $1,800,000
Facebook Marketing Campaign
The Pepsi Slim Refresh Project = $2,000,000
Celebrity Endorsers
Beyonce: 10 Million
Britney Spears: 5 Million
Total Budget Cost: $40,199,250
Superbowl Commercial
https://www.youtube.com/watch?v=cduhw_fVy
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