November 2013 – Devan's Blog

Looking Back, the Project Reflection

In the past two years I have done everything PepsiCo. I participated in a CMA case competition focusing on the Pepsi Refresh Project, and now this year completed a marketing project with PepsiCo. as the featured firm. I have to admit, it has been interesting learning about the reach of this company, and how it markets its’ products. I am a loyal Coke fan, but I have admired the marketing of PepsiCo. and its’ abilities to grow its consumer base, and well as develop new products without diluting its’ brand.

In this project we focused on a market segment that all of group members could relate to, the sports fan. We made that our research was extensive and in-depth enough to understand why this market segment was so important to PepsiCo. Looking back we did a lot of research and connected it with all our points that we made along the way.

As a group we probably could have started earlier in order to develop more points and not rush the prod
uction stage of the project. We still had several days to film to project as well as edit it, and we uploaded it early. Our group did a lot of things well and we all participated very equally. The diversity of our group brought a lot of different perspectives and ideas to the table.

Next time, I think we could have focused on more details earlier on in the project. As well, we should have come to office hours and asked for an idea, or confirmation on the direction we initially had. Otherwise, I believe this was the best group project I have had at Sauder. Thank you for a great introduction to marketing and an overall amazing class!

The Most Successful Launch Ever

My days of playing video games have long past; however, it amazes me at the growth of the sector, and the continuous advancements in technology. On November 16, Sony released its much anticipated PS4. Selling over 1 million units in its first 24 hours, the most successful launch ever, it is apparent that this market segment is only growing larger.

Sony succeeded in its launch of the console if with very little marketing. Few advertisements were purchased on television. Instead Sony utilized the power of social media, and the draw of “late night.” Flooding YouTube with advertisements before and between videos, Sony has successfully reached its target market. Those consumers researching the console or looking to purchase games through reviews were greeted with the advertisement for the launch of the new console.

Not only were there YouTube ads, but Sony PS4 team members went on late night shows such as Jimmy Fallon
and promoted the console. On air with actors and other high profile celebrities, team members demonstrated the product and allowed celebrities to test the product prior to last Friday’s launch.

With this launch, Sony has successfully launched a product, while virtually minimizing advertisement costs. They have segmented the market, and targeted consumers in places they spend a majority of their online time. As well, as targeting more of the general population, and raising the hype of the console with links to celebrities.

Gamers, and those drawn by the advancement in technology that is represented by the PS4, lined up for hours to be one of the first to buy it. The evidence is in the cards, and Sony’s success is illustrated by the best launch of a console in history.