Assignment 2
Assignment 2 is worth 20% of your total mark for this course; it should be submitted after you have completed the readings and learning activities for all the lessons up to Lesson 12.
Your assignment submission should be no more than 10 pages in length. A page is defined as double spaced, with standard margins, and using a standard 12-point font. The cover page, which should include your name and student number, does not count as a page. A deduction of 10% will apply if your assignment is more than 10 pages long.
For additional advice on how to complete this assignment, refer to the Preparing Assignments page (a link is also provided in the Evaluation block on the course homepage).
Read the case “Pepsi: Can a Soda Really Make the World a Better Place?” on pages 495 to 497 of the textbook and prepare answers to the questions below. Do not answer the questions at the end of the case in the textbook.
Question 1 (20 marks)
“We want people to be aware that every time you drink a Pepsi you are actually supporting the Pepsi Refresh Project and ideas that are going to move this country forward.” Considering that the Pepsi Refresh Project is a critical element of Pepsi’s marketing communication program, what type of criticism might individual consumers of Pepsi have of such a statement? Explain.
Question 2 (20 marks)
What type of product is Pepsi in the societal classification of products? Many people enjoy drinking Pepsi but are concerned about its possible negative effects on their long-term health. Use your knowledge of the soft drink industry to explain how PepsiCo has tried to address this challenge.
Question 3 (20 marks)
What are the two main types of communication objectives PepsiCo had for its Refresh campaign? Use the relevant buyer-readiness stages to explain your response.
Question 4 (20 marks)
What is the main target audience of the Pepsi Refresh Project? Explain your response using two key elements of this communication program.
Question 5 (10 marks)
List all the promotional mix elements used in the Pepsi Refresh campaign and give supportive examples.
Question 6 (10 marks)
The Pepsi Refresh campaign has received mixed reviews in the media. Do your own research and explain why it should be considered to be either a success or a failure.
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