Measurement Program

I choose a different company each time. It makes it more interesting to me. So for this specific assignment, I am going to use the Pepsi Co.

Step One: Define your goals and objectives: why are you launching this plan or pursuing this strategy? What is the “R’’ in the ROI that you are seeking to measure?  

A goal for Pepsi might be to maintain product development and product quality and keep an increase in revenue through national and international operations.

Step two: Define your environment, audience, and your role to influence them?

The defined environment for Pepsi will be those that make up the social network channels and throughout our communities. Our target audiences will be those of the company itself, our customers that are continuously engaged in Pepsi products, and our international customer base. Our role to influence them is to definitely maintain a good relationship at all times through high performance and showing that we work with a purpose.

Step three: Define your investment? What will it cost? What is the “I” in ROI?

I will assume that Pepsi has a set budget for all of their marketing campaigns. Pepsi seem to do quite well to keep their customers engaged .so I would hope there investments will include spending at least 5-7% of the marketing budget on measuring tactics to ensure that they are following suit.

Step 4: Determine your benchmarks?

This would be a great opportunity for Pepsi to compare themselves to other companies like Coca Cola or The Faygo Company as far as bench marking is concerned. I would say Coca Cola would be a head to head competitor for Pepsi and Faygo would be like an underdog.  This can help compare all market share data that will help Pepsi in the present and near future.

Step 5: Define KPI’s

For Pepsi we will see what production quality and development strategies will be labeled as KPI’s. These would ideally stand out the most because these help the process of production run smoothly and they would run in the most efficient amount of time. We can also determine KPI’s through market share data.

Step 6: Select the right measurement tool and vendors to collect data

I think by Pepsi being a food and beverage product all three ways of collecting data will apply well. Twitter, YouTube, Facebook, and the actual Pepsi Co website to observe what people are saying through reviews and other factors for social media. Phone survey or research online will also be a good factor.

Step 7: Turn data into action:

 Pepsi should closely watch their data periodically. A thorough watch will help draw them to better decision and possibly help come up with more KPI’s