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Desiree Tunnell
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Pepsi Co. $98 billion in retail sales annually Pepsi Cola, Frito-Lay, Tropicana, Quaker, and
Gatorade products in over 200 countries 36% snack food market share,25% refreshment
beverage market share employs over 200,000 people Awards & Recognitions:
top 25 of the best global brands, 4th best company – Diversity Inc Green Award - EPA
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Intention:To create brand
loyalty and promote the image of Pepsi Co. in the African
American Community.
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Consumer Insights Food purchasers African-American mothers’ high brand
loyalty Social media as a tool to share opinions
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Effectiveness 2010 NAACP Award Popularity of site “Love Hurts” Commercial
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Sources http://www.pepsiweinspire.com/ http://www.blackweb20.com/2009/09/28/
pepsi-we-inspire-digital-campaign-targets-black-mommies/
http://www.bmsg.org/pdfs/bmsg_cche_target_marketing_ethnic_moms.pdf
http://danielsethics.mgt.unm.edu/pdf/PepsiCo%20Case.pdf
http://rpmgrpwebbyonline.wordpress.com/