Question for Company Case Study – Chapter 15 – page 447 
Pepsi: Promoting Nothing

Principles of Marketing kotler and armstrong 2008

Read and answer the following questions:

1. Chapter 7 identifies four consumer market segments. Your marketing company has been hired to promote Aquafina. Explain each of the four consumer market segments and give your recommendation for which market groups, within the segments, you would focus an advertising campaign. Provide reasons for your recommendation. 

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2. What recommendations would you make for advertising objectives, message strategy, and message execution for Aquafina? 

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3. Define “marketing communication mix.” Marketing communication mix uses five promotional tools. Identify and explain each tool. As the marketing consultant, explain how you would apply each promotional tool to promote Aquafina. Be creative – use examples.