PEPSI AND FLEXIBLE MARKETING STRATEGY IN PAKISTAN – AN ERA SPANNING THREE DECADES

Abstract:This research aims to investigate Pepsi’s (fizzy drink) flexible marketing strategy with a prime focus on TVCs over the years in Pakistan. The methodology encompasses a qualitative study design. Discourse analysis has been employed to interpret the meanings and themes of the TVCs. Results depict Pepsi’s focus on being agile and cashing in on hit trends in the sample region. The major focus has been the sport of Cricket as a brand reinforcement strategy, with the inclusion of showbiz orientation at times. The study on Pepsi’s TVC for the respective sample region and the specific period is a rare practice. The results can be useful for marketing consultancy firms and for other brands and businesses to adjust their marketing programs. Parallels can be drawn with other cultures and for the execution of strategies. The online availability of all the ads as data during that point in time in the sample region. Additionally, the findings can inform targeted marketing strategies and can be adapted across diverse cultural contexts to enhance campaign effectiveness.

 

Keywords: Flexible Marketing, Event Marketing, Brand Reinforcement, Brand Elements