In today’s world where we have an absurd number of unusual corporate branding decisions, Pepsi Co. has announced plans to launch smartphones as part of a bold new marketing strategy in hopes to attract more customers.
The notorious food giant has established that it will not be manufacturing the phones; it will instead license its brand for use on a new smartphone available only in China to market Pepsi gear. Targeting the growing Chinese middle class, the Pepsi will market products such as apparel, accessories, soda and food.
Pepsi spokesman stated, "Technology is a key cultural pillar at the heart of consumer interaction. Pepsi has no plans to get into the mobile phone manufacturing business, but we are committed to engaging with consumers in innovative ways to grow our brand."
Tech blogger Mobipicker states that the new smartphone, powered by Google’s android operating system, will be called Pepsi P1 and will more than likely be manufactured by China-based, Shenzhen Technology Co.
The phone will feature:
• 16 gigabytes of storage
• It will retail for $205
Comparing Pepsi’s smartphones to giant retailer Apple, Apple has done exceptionally well selling iPhones in China’s booming smartphone market, where more than 500 million people access the Internet through a mobile device.
It could be argued, however, that Pepsi’s brand along with a price lower than the competition they might be able to reach a higher volume of consumers. It wouldn't be expected for this product this to hit the US or Europe, but don't be surprised if Coca-Cola follows suit.
Current student in the Master of Marketing program at the University of Sydney Business School