Pepsi's promotional strategy

Pepsi is an international soft drink brand, which is that every youngster relates to, but this definitely doesn't mean that other age groups are not its consumers. Pepsi's brand image is hip-hop, cool and lively so as to keep a refreshing attitude. Pepsi's target audience are mostly teenagers and young adults, and its advertising reflects this in every possible way. Its advertising strategy was aimed to reflect the target's interests and grab the audience’s eyeballs to go for reaction. However, the advertising and promotion strategy of a brand need to come in a variety of ways in order to cater to teens’ fast-changing taste.

Advertisement
Advertisement is a form of efficacious away of communication used to involve the audience and deliver messages effectively. For the sake of attracting the audience, suiting the desire of target audience and encouraging consumers’ purchases in a creative way are the prerequisites of a successful advertisement.

Lack of focus in Hong Kong marketing
Besides, Pepsi places less emphasis in their promotion in Hong Kong market. Although Pepsi’s advertisements in China has been very successful for the increase of brand image and China market has become one of the major markets in the Asia for Pepsi. When it comes to coke, people might think about Pepsi. However, customers in Hong Kong may not react in this way. (Kotaku, 2012)

Lack use of social media
With the lack of various kinds of promotion media, Pepsi is hard to fully penetrate into Hong Kong market. Most Pepsi’s advertisements in Hong Kong only include some TV commercial and a few number of printed advertisements, like the printed advertisement in the MTR Station which crossover with Ape, (PR Daily, 2013) Different media can be used, such as, advertisements in magazine, smartphone and Movie with a few minutes. (Buzzle, 2013). Increasing the variety of the media of promotion could access different types of customers and thus boosts the sales of the products by attracting