Communicating Through Marketing

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Communication through Marketing

For some companies, marketing is the only form of communication with their customers. Through it, organizations deliver their message to attract new customers, gain loyalty and prevent migration to competing products. In analyzing the way Pepsi and Snapple communicate by means of marketing, it clearly displays the way communication takes place by imposing the brand image, values and association and how this is communicated to attract and retain their customers.

To gain the loyalty and repeat business there are two aspects that a product needs to deliver, the first is the physical satisfaction, for example, this means the drink needs to taste as expected, or better. It may also need to satisfy another need for which was bought, which may be to satisfy thirst or to satisfy the desire for a particular taste. There is also the psychological aspect the drink needs to fulfil. The purchaser needs to feel happy with the brand, if it is in a can or bottle, then the image of the brand may be important. This can impact on the decision of which drink to buy for the first time and then on subsequent occasion.

Look at the way Pepsi has communicated with advertisements the development of their brand image and see how it appeals to their target market and also create a level of identification. Diet Pepsi, for instance, is very effective at communicating, and as the number one diet drink globally the message does appear to work. One of the most remembered advertisements in the US looks to fashion and trends. There is a very scenic lead in with a car broken down in the dessert and a well known star in a tuxedo, P Diddy, who is on the way to an awards ceremony. The Pepsi truck stops and takes the stranded star to the red carpet where the truck is seen as a fashion statement. The aim is to appear different and young, the target audience to this advertisement are those who may be attracted by the same awards ceremony and are also interested in fashion trends so there is both aspiration and identification.

The trucks are shown as then being used by a range of stars, keys being given to valets to park and even holding parties inside. The emotional feeling portrayed is young and energetic, making the most of life and embracing all that there is to offer.

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