Part A A部分
Introduction 介绍
Since the 1950s, the global marketplace has experienced a tremendous rise in competition as firms both on local and international markets seek to attract the attention of their target consumers. In her analysis, Flammer (2015) reiterate that due to the effect of globalisation, which has increased the movement and interaction of people as well as firms across the globe, there has been an increase in market competition fierceness as firms scramble for the seemingly fast shrinking markets. On their part, Impullitti and Licandro (2018) argue that the global economy continues to experience a decline in market barriers, a factor that has made it easier for foreign firms to penetrate local markets in search of new markets for their products and/or services, thus increasing competition in such markets. Speaking from this point of view, the marketing communication that a brand or a firm develops and implements is instrumental in determining whether it would be able to attract the attention of the target consumers and as such, remain relevant in the increasingly competitive global markets. In this regard, Luxton, Reid and Mavondo (2015) argue that the ability of firm to attract and retain their target consumers is dependent on their ability to understand them and as such, create marketing communications messages that appeal to them. Speaking from this point of view, this paper explores the current marketing communication of Pepsi. The paper will also evaluate the critical issues that surround Pepsi marketing communication.
自20世纪50年代以来，随着本地和国际市场上的公司寻求吸引目标消费者的注意力，全球市场的竞争已大幅上升。Flammer（2015）在分析中重申，由于全球化的影响，全球范围内人员和企业的流动和互动增加，随着企业争夺看似快速萎缩的市场，市场竞争加剧。Inpullitti和Licandro（2018）认为，全球经济继续经历着市场壁垒的下降，这一因素使得外国公司更容易进入当地市场，为其产品和/或服务寻找新市场，从而增加了此类市场的竞争。从这个角度讲，品牌或公司开发和实施的营销传播有助于确定其是否能够吸引目标消费者的注意力，从而在竞争日益激烈的全球市场中保持相关性。在这方面，Luxton、Reid和Mavondo（2015）认为，企业吸引和留住目标消费者的能力取决于他们理解目标消费者的能力，从而创造吸引目标消费者的营销传播信息。从这个角度出发，本文探讨了百事可乐当前的营销传播。论文还将评估围绕百事营销传播的关键问题。
Current Marketing Communications of Pepsi
百事可乐当前的营销传播
There are different forms of marketing communication that Pepsi employs to reach out to its target consumers. One of them is advertising. To begin with, research and studies indicate that this brand have over the years engaged in different advertising campaigns across the globe. In reference to Klein (2016), Pepsi uses advertising, especially through the radio, print media and television, as a way to reach out to different target consumers across the globe. Klein (2016) further reiterates that in its advertising campaigns, Klein uses both still and motion pictures of groups of people, that is in print media and television, who portray a happy mood because of consuming different flavors of its drink. Similarly, in its advertising campaigns through the radio and the television, this brand integrates popular music in its adverts. In reference to Klein (2016), whereas in the 1960s and 1970s Pepsi included music in their advertising campaigns, they did not include real musicians in such adverts. However, from the 1980s to present, Pepsi relies on real musicians who sing popular music in their adverts. Importantly, the aim of using popular music in the advertising campaigns is to attract the attention of young consumers across the globe most of whom are appealed to by this kind of music. Furthermore, Meier and Hesmondhalgh (2014) point out that whereas in the last quarter of the 20th century Pepsi relied on a group of musicians to compose and sings songs used in its adverts, the 21st century has seen this company shift towards using independent individual musicians.
百事可乐采用不同形式的营销传播来接触目标消费者。其中之一就是广告。首先，研究表明，多年来，该品牌在全球范围内开展了不同的广告活动。参考Klein（2016），百事利用广告，特别是通过广播、印刷媒体和电视，作为一种接触全球不同目标消费者的方式。Klein（2016）进一步重申，在其广告活动中，Klein同时使用了印刷媒体和电视中人群的静态和动态照片，这些人群因饮用不同口味的饮料而表现出快乐的心情。同样，在通过广播和电视进行的广告宣传中，该品牌将流行音乐融入其广告中。参考Klein（2016），在20世纪60年代和70年代，百事在其广告活动中包括了音乐，但在此类广告中并未包括真正的音乐家。然而，从20世纪80年代到现在，百事依赖于在广告中演唱流行音乐的真正音乐家。重要的是，在广告活动中使用流行音乐的目的是吸引全球年轻消费者的注意，他们中的大多数人都被这种音乐所吸引。此外，Meier和Hesmondhalgh（2014）指出，在20世纪的最后四分之一，百事可乐依靠一群音乐家来创作和演唱广告中使用的歌曲，而在21世纪，百事可乐已经转向使用独立的个人音乐家。