Blog Marketing; A case study on PepsiCo

The study is targeted to focus on blog marketing aspects and to prove the same with analytical outlook. The 21st century has engulfed the masses with the hypnotic effects of technology and product marketing (Brown, 2008). Among the various techniques, blog marketing over the internet and open market has been the most lucrative ones in recent times (Miletsky, 2010).

The data will be discussed regarding the PepsiCo organization because of its vastness in spreading its name by blog marketing. The Kurkure blog, Twitter blog has been aptly used by PepsiCo to utilize the power of blog internet marketing.

Blog marketing is the most cheap and innovative way to inculcate the phenomenon of a specific trend into the masses (Brown, 2008).


This case study on blog marketing is targeted at two hypotheses. The question which perturbs everybody is listed below:-

  1. Did ‘blog marketing’ landed PepsiCo India in an advantageous position?
  2. How did the blog marketing technique landed PepsiCo in a better position as a brand?

Brief background

The PepsiCo India has 36 bottling plants and 3 food plants and it is the 3rd largest product’s company in India (Seba, 2010). The last decade saw an extensive marketing phenomenon by PepsiCo in context to Kurkure, Twitter, Tropicana fruit juice and many such products.

Conceptual scenario

The quantitative research of the blog marketing aspects reveals that sale of Kurkure has increased by 40% during the last few months (Wahlen et al., 2010). The MUFA and PUFA fats in the Kurkure chips have only increased its popularity along with the marketing (Gillespie, Jeannet and Hennessey, 2009). It is to be analysed with research that whether the sale of the products such as Gatorade, Tropicana, and Kurkure increased due to only blog popularisation or not. With almost 6 billion people surfing the internet every day, the concept of marketing has totally changed and the dynamics of market demands depend on it a lot.


The advertising tools and the media blogging execution will be revealed in the following research. The facts and figures which are true to an exact sense will be analysed to find out the competitive advantage PepsiCo India have.

In context to the social media blogging, ways and the methods applied by PepsiCo will be analysed. The progress of the marketing and the consequent sale is the most crucial aspect of the research which will be revealed.

The core issue of the advertising tool of blog marketing and its positive results will be quantitatively discussed and proposed.


Mock questions

The two most essential questions which arise out of this preface are listed below:-

  • Why is blog marketing so effective whereas street marketing or television are not that much effective?
  • Is it really the ‘blog marketing aspect which helped PepsiCo, or are there some factors playing too?

Market analysis

The marketing of a product through blogs is much cheaper in comparison to other media (Seba, 2010). The fact that internet is used increasingly by people nowadays is definitely a plus. The budget of $300 million to blog marketing has only fetched higher returns in comparison to a $400 million in other marketing aspects (Brown, 2008).

PepsiCo always had a market but the products like Tropicana, Kurkure gained momentum through Twitter blogs, face book updates to a considerable extent. The 5 billion people of internet users have increased to a whopping 6 billion according to a report (Wahlen et al., 2010). The launch of an article regarding the promotion of a brand product like Kurkure can be easily placed with an investment of just $20 (Gillespie, Jeannet and Hennessey, 2009). The community of technology and internet has paved the way for multi brand promotional advertisement to a huge extent (Miletsky, 2010).

The whole scenario can be measured by the proper data evaluation of sales before and after a particular drive of blog promotion.


Hence, it is found to be true which suggests that the basic factor which facilitates a product into the market is proper strategy and planning. The cheap methods are always preferable but the market manipulation of supply and demand also plays an important role.

The massive surge in the social blogging sites has led to a silent revolution of product promotion and the brands are basically utilising the situation.

Sameer Roy

Sameer is an outgoing and pragmatic person who loves to write. He is an engineer in Electronics and Instruments and had explored his skills and interests in writing then. Sameer is one of ProjectGuru's associate writer and apart from writing he also loves adventure and sports. He chose writing as a career soon after his bachelor's program. He keeps you expecting more once you meet him.

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