How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach
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Case Study
How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach
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PepsiCo's mission is to create smiles with every sip and every bite. The brand wants to make sure that it is doing the very best in delivering those smiles through a better understanding of consumers. Traditionally PepsiCo had relied on broadcast channels to get mass communication out, but today, things are digital, instantaneous, and interconnected. The challenge for PepsiCo was how could it move from mass demographic marketing to a more consumer-centric marketing approach?
They built out specific consumer engagement platforms to allow them to build relationships and get consent from consumers. Plus, they integrated Google Marketing Platform into nearly all their digital products. Having first-party data in a single global solution allowed PepsiCo to gain new consumer insights which helped them drive new flavors and pack sizes that their consumers were seeking.
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Venugopal: PepsiCo's mission is to create smiles with every sip and every bite. We want to make sure that we are doing the very best in delivering those smiles through a better understanding of consumers and through the right relationships with them.
Jadon: Traditionally, we have relied on different broadcast channels to get the mass communication outreach to consumers.
Venugopal: Big marketing, big distribution, big everything.
Venugopal: Now we all live digital lives. Things are spontaneous, instantaneous, interconnected. The big thing would be, how do you go from mass demographic marketing to what I would call consumer centric marketing?
Jadon: We're putting privacy at the center of our first party strategy. We are building specific consumer engagement platforms that allow us to build relationships, get consent from consumers and balance that scale that we're trying to get.
Jadon: Ultimately, it's the power of the PepsiCo portfolio to meet your every snacks and beverage need. It's what this data can unlock.
Jadon: Google marketing platform has been integrated in almost all of our digital products. We are a very large company with several different markets, several different regions, and this allows us to have one true global solution.
Venugopal: Having this rich first party data, it's a treasure trove of insights. We have leveraged these insights to drive new innovation, new flavors, new pack sizes that consumers are seeking.
Jadon: It all goes back to how can we unlock this relationship and make it stronger and stronger with every single interaction.
Jadon: It absolutely has driven growth in terms of increased sales lift, but we are also seeing better media engagement with our consumers.
Venugopal: The only way you can develop better insights on your entire consumer base is if you start bringing in technology, analytics, and specifically machine learning.
Venugopal: Google has been a great partner in helping us develop these machine learning models through better access and usage of Google technology.
Jadon: The world is changing. The media landscape is changing even faster.
Jadon: Data is going to be at the heart of our transformation and it's not just gonna be about having data, it's going to be having the right data, applying it to the right use case. And that's going to propel the acceleration of the transformation.
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