1. Greenbook 2
  2. Greenbook-Mobile-6.29.16-

PepsiCo moves away from "big brand" marketing

http://www.warc.com/News/TopNews.asp?ID=26769&Origin=WARCNewsEmail

Further evidence of the shift occurring to “pull” vs. “push” marketing and the integration of insight gathering into the core marketing strategy. Inherent in this switch is the idea of engaging consumers in the feedback and innovation process, functions …

http://www.warc.com/News/TopNews.asp?ID=26769&Origin=WARCNewsEmail

Further evidence of the shift occurring to “pull” vs. “push” marketing and the integration of insight gathering into the core marketing strategy. Inherent in this switch is the idea of engaging consumers in the feedback and innovation process, functions traditionally considered to be more research specific applications. Frank Cooper III, chief consumer engagement officer for PepsiCo’s US beverage arm, states this new approach clearly:

Stimulating online and offline conversations with, and between, brand advocates can help encourage positive word of mouth, a currency that is always at a premium in the FMCG sector.

PepsiCo estimates that 90% of shoppers place the most trust in recommendations from sources like friends and family, while 70% have a similar confidence in user-generated reviews on the web.

This philosophy is being put to practical use through MROCs, social media monitoring, and other approaches that are reshaping the world of global MR. My bet is that these advances will continue to redefine the industry in the years to come at a much faster pace than any of us suspect!

Share
You can leave a response, or trackback from your own site.

2 Responses to “PepsiCo moves away from "big brand" marketing”

  1. Beth Rounds says:

    June 1st, 2010 at 3:18 pm

    While I find this interesting, I wish we would discuss how we as researchers or insights professionals can leverage this new medium for the good of the client. I still think that all of these new data sources need a translator within the context of the business. If we are really good interpreting and recommending the “so what” — we should see this as a tremendous opportunity for all of us!

  2. Weekly Wrap-up « says:

    June 25th, 2010 at 7:33 am

    […] PepsiCo continues to make waves with their pioneering new marketing direction. Is MR paying attention? PepsiCo understands the potential of social media and mobile as primary engagement and feedback channels, and is proving it. The company last week launched PepsiCo 10, designed to bring in new ideas via an open call for partners among emerging tech companies. […]

Leave a Reply

*

%d bloggers like this: