SOLUTION: Multinational Food and Beverage Company PepsiCo Case Study

Please read the articles down below and make your won respond for each article.
Number the articles
For example: article 1: I agree with you……
No resources needed
100 words needed for each article
Article 1:
One of the most controversial ads in 2017 has to be Pepsi starring famous celebrity model Kendall
Jenner (one of the Kardashian sisters, if you didn’t know!). The company even accepted that they
“missed the mark.” See 2017 Controversial Pepsi Commercial in “Resources for Discussions.” Also,
search and read more about this controversy.
PepsiCo is a multinational food and beverage company, and unlike some multinational
companies, they have been known to dabble in politics and societal issues, as seen in the
commercial. The “Live For Now” campaign was aimed at the younger generation, specifically,
millennials, by creating a message of unity. With the campaign, using influencer and model
Kendall Jenner, along with the political aspect, the message came across as mentioned on
Entertainment Weekly as “tone def”, which lead to the failed approach and execution of the
messaging. PepsiCo took the commercial down and apologized by claiming an understanding of
the issue seen behind the messaging in the commercial as mentioned in their apology on Twitter,
“making light of the serious issues”. Where in the actual protests, lives had been lost and there
was clear tension between the protesters and police, where police were in full riot gear or tactical
uniform, not in traditional uniform as portrayed in the commercial, which people mentioned in
their outrage against the commercial on social media. Along with the issues in the messaging
alone, the part where Jenner approaches the officer with a Pepsi as a sign of unity, was seen as an
insult due to the fact that in 2016 (as pointed out on many outlets including New York Times),
protester Iesha Evans, had made a stand during protests, and had been detained for blocking the
road, as Jenner did in this commercial. Another issue was choosing Kendall Jenner as the
celebrity for this commercial, where as an influencer, she does have a large following on social
media, but she has not been a celebrity to speak out or stand up for any social injustices.
When it comes to how the mishap affected the image of Pepsi, according to the YouGov Brand
Index, there was a 9 month backlash over the commercial, but did not cause long term affects on
the targeted group of being millennials, from making Pepsi their brand of choice.
If this ad was used in other markets/countries, I do not think it would be accepted in various
markets. It would have to be accepted around the current social and political norms for a region,
and where the messaging might be seen as more of a stance of an artistic approach for pushing a
political message, but even then, the issue of the particular celebrity used might not be accepted.
Jenner has not been a celebrity to voice concern over social and political issues, which does not
make her a favorable candidate for such.
Article 2:
One of the most controversial ads in 2017 has to be Pepsi starring famous celebrity model Kendall
Jenner (one of the Kardashian sisters, if you didn’t know!). The company even accepted that they
“missed the mark.” See 2017 Controversial Pepsi Commercial in “Resources for Discussions.” Also,
search and read more about this controversy
The Pepsi/Kendall ad was one of the commercials I remember the most in recent history. I
think the spot was definitely tone deaf and needed a complete re-working. I think Pepsi
intended to promote a message of solidarity and harmony, but they completely missed the
mark — complete. It seems like Pepsi failed to include people of color in their marketing
research which would have been essential in this type of ad. I think the ad affects Pepsi’s
image in a negative and positive way. First of all, people were critical of Pepsi when this ad
came out, but it also got people talking about the brand.
I’m not sure this ad would be as controversial in other markets/countries because it was
highlighting an issue that was specifically relevant in the U.S. zeitgeist. It may not have
been as impactful in countries that are not necessarily seeing the specific social injustice
that Pepsi was trying to address.
Article 3:
Assume you have written this textbook and are going to attempt to sell it to school. Identify
six members of the buying center of school. What role would each play in the decision
process?
In the purchase process there are many individuals.
Initiators: people that recognize the need to buy new marketing management books and
suggest the purchase of them. These people could be professors, advisors or assistants etc.
Users: These people are the individuals that will use the books so they will be students and
professors
Influencer: this individual could be a person that already had experience with the new book
or the person that sell it, proposing it to the clients
Buyers: people who go to the bookstore to buy physical material under the suggestions of
the professors or departments
Deciders: These individuals are the people that give the “ok” to the purchase of the new
equipment so in this case of the new marketing management books, so in case of the school
they should be the employers or someone in the Account Department.
Gatekeepers: People who control the flow of the information in the buying center
Article 4:
Assume you have written this textbook and are going to attempt to sell it to school. Identify
six members of the buying center of school. What role would each play in the decision
process?
There are 6 members of the buying center. Each playing a role in the consumer decision making
process. The first of the purchasing roles is the initiators, which are the people who recognize the
need or want of the textbook. Members include professors looking for a textbook that fits their
curriculum. Users are the people who actually use the textbook. Members include students using
the textbook to study. Influencer’s are the people who affect the consumer decision making
process. Members include other staff members in the college of business or past professors who
taught the class. Buyers are the people who have the power to select the supplier and purchase
the textbook. In this case the school bookstore can negotiate terms with suppliers to be able to
sell the textbook to students. Decider’s are the people responsible for approving the supplier
chosen by the buyer. Members could include the head of college of business or even the
professor to make sure that the supplier is providing the correct textbook. Lastly are the
gatekeepers, which are the people who control the information of the buying center. Members
include the president and other personnel to make sure the information from the textbook is
secure.
Article 5:
Provide an example of three types of buying situations that the bookstore at school might
face when buying textbooks.
When looking at three types of buying situations that the bookstore at school might face
when buying textbooks would most likely start with the Organizational need. Where
with textbooks, school would look at the need from students and professors for the
textbooks they are looking to purchase, in order to continue to run and meet their
objectives. They might then engage in the purchase activity of a straight rebuy, where
they can create quick online order to an approved vendor or publishing company they
have used when purchasing textbooks. They might also engage in post
purchase evaluation, where after purchasing a group of textbooks from a vendor, school
might evaluate both the vendors used and the products purchased to determine whether
the products will be acceptable for future purchases or whether they might want to seek
out new vendors.
6:
Provide an example of three types of buying situations that the bookstore at school might
face when buying textbooks.
Straight Rebuy: This is purchase buying involves purchasing supplies from the same
supplier in the past. With school , the constant supplier would be Barnes and Noble, the
publishers they contract with, and the students. The students allow a buy back method
to help keep the inventory supply there for the following years for that books year
development. I believe the online books fall into this area too.
Modified Rebuy: This situation would be having a limited number of alternatives to
consider before making the selection. So as I see this, you buy a little from each
company just in case one company goes under. This could be tied in with allowing the
students to purchase different styles of the books depending on what suits their needs,
like partnering with multiple online book selling places that will sell these books to the
students.
New Task Purchase: This is looking at a brand new supply, whether it be a book or other
things, and extensive research is needed to determine what companies would be the best
suited for the business deal. This would be with new books in their first generation that
the professors want to use. They only have one publishing company, and the bookstore
will have to create a contract to purchase the books for the students, and all the books
would be brand new.

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