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On the final report, the case study of “The Pepsi Refresh Project: A Thirst for Change” will be the theme. And thus, your integrated opinions by using what you learned throughout the course will be evaluated. Your understanding of the class as well as your original/rationale points of view should be described.
?Contents of Report?
Go through the Pepsi case which you can buy HBS link on LUNA, summarize your report fully covering the following two contents. No detailed data/numbers other than the appendix on the case are required, but additional information such as your research via internet/other books may be additionally evaluated.
?Contents of Your Report?
Assume that you are Marketing Manager of Pepsi in Japan, and answer the questions below
1. Analyze the Refresh Everything Campaign in terms of Marketing communication programs.
2. Develop a recommendation of campaign plan for the Japanese market.
?Suggested Aspects?
1. For the 1st question:
? State your opinion whether the new campaign was right or not. Considering the decision that Pepsi walked away from Super Bowl.
2. For the 2nd question:
? Analyze the situation of the brand
? Objective and Strategy of the new campaign to achieve the goal should be logically stated.
? Your media plan should use the Integrated Marketing Communications concept.
? Contents of your report would be better described by using the following frameworks;
? Your rationales of why you recommend should include such as
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Final Report [Marketing Communication] 2019 Spring ?Theme? On the final report, the case study of “The Pepsi Refresh Project: A Thirst for Change” will be the theme. And thus, your integrated opinions by using what you learned throughout the course will be evaluated. Your understanding of the class as well as your original/rationale points of view should be described. ?Contents of Report? Go through the Pepsi case which you can buy HBS link on LUNA, summarize your report fully covering the following two contents. No detailed data/numbers other than the appendix on the case are required, but additional information such as your research via internet/other books may be additionally evaluated. ?Contents of Your Report? Assume that you are Marketing Manager of Pepsi in Japan, and answer the questions below Analyze the Refresh Everything Campaign in terms of Marketing communication programs. Develop a recommendation of campaign plan for the Japanese market. ?Suggested Aspects? For the 1st question: State your opinion whether the new campaign was right or not. Considering the decision that Pepsi walked away from Super Bowl. For the 2nd question: Analyze the situation of the brand Objective and Strategy of the new campaign to achieve the goal should be logically stated. Your media plan should use the Integrated Marketing Communications concept. Contents of your report would be better described by using the following frameworks; Your rationales of why you recommend should include such as Consumers’ Decision Making Process and Behavior Environment of Beverage/Soda industry Market Situations, Sales Trends and Consumption Index on the appendix Tri-ad Approach: Company: Brand assets, Unique Selling Proposition, Past Campaign Results, Company History. See product benefits on Page 9 Competitive Situations: Their strength and weakness Target Audience: Demographic, Geographic, and Psychographic such as lifestyle and sense of value. Refer to the appendix of the…

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