Target Markets of Lay’s, Pepsi and Kit-Kat

Here are some great companies that are leaders in their markets. The 3 companies have their marketing strategies and have developed them for years. So, what are the specific kinds of tactics ? Especially the targeting tactics? Have they any specialty, or they are all the same? We shall discuss interesting target market examples in the blog post now.

Now let’s begin with Pepsi.

For understanding who are the people that Pepsi targets, we should look at their commercials at first.

Here is a commercial starring Kendal Jenner. She is just a part of protesting people, who want to “Live Louder”. What does this mean? The guys are protesting for a more enjoyable life, for a more livable. There are musicians, art performers, and people who love life and enjoy it with everyday parties.

 So, who are these people? What are their main characteristics?

The following segment of people is called Hedonists by Garrison group (age 18-30).

Hedonists everyday wants to have as much fun as possible. They would not think twice to do crazy things, jumping on the stage of a concert and so on. They like partying a lot and prefer big groups and pubs, where there is a lot of music and alcohol. Change and variety are the things that they seek a lot. Changing jobs, partners and friends, going to new places and revealing new activities.

They are focusing on themselves a lot, like being fashionable and standing out in the crowd. They also like keeping things under control at work. Money is their main motivation at work, and they want to do well for having more money.

Hedonists like using mainstream brands a lot, but they believe that labels improve the image of a person. They are rather impulsive purchasers and do not organize their shopping trips, typically buying in small shops. 

16 Personalities (what is for your business?)

Have you ever wondered how Pepsi was able to enter the market and face its super powerful competitor, Coca-Cola? At least for me, the answer is unequivocal. They found their ideal buyer persona and focused on them. Also these people are different from Coca Cola’s target segment, these are Hedonists.

Let me mention some interesting features of HEDONISTS ․

They are very self-centered, they like to spend most of their time in a friendly environment and stand out with their interesting personality, sharp humor, unique taste and flight of thought.

In short, these are the young people who mainly want to be different in their environment by their personality than by their appearance or wealth (money, car). They like to enjoy every minute of their life till the end, they hate partying, they generally hate making plans of any kind.

You can find complete information about HEDONISTS in the ebook version of the “16 Personalities” creative workbook developed by THE SOCIAL GRABBER team, the image link of which is posted below. You may also have questions about how to attract Hedonists. What are the insights of their consumer behavior? To focus on them in our advertising campaigns or promotions. Let me tell you that there are detailed revelations in the book “16 Personalities”.

As the title of the book hints, HEDONISTS are virtually just one of 16 segments. I’m confident that  every business owner or marketing manager should study to find the right buyer persona to replicate Pepsi’s success in its competition. Concentrating on your real buyer persona is very important. This is like love when your BRAND finds its significant other. Such a targeting strategy is doomed to success.

Reading the book will also give you quite new knowledge about sales, negotiations, and having the right relationship with customers!

Now let’s see what are their messaging and branding tactics.

We just need to look at their Instagram posts to see an answer. 

Here is a funny Instagram post, where there are Pepsi cans on the trees instead of apples and other fruits. Just an ordinary and funny post, nothing about the taste or the beauty of Pepsi. So what kind of messaging does the post contain? The following way of the messaging is based on the Jester brand archetype. What does the Jester brand archetype represent?

• The archetype desires to live life with full enjoyment.
• The goal of the archetype is to have a great time and lighten up the world.
• The strategy is to make fun, pay jokes and be funny.

Famous brands like Mini Cooper and M&M’s are based on the following archetype.

The Jester brand archetype could be a perfect identity for your brand if

1. Your product or service helps people to belong or feel belonged.
2. The product helps people to have a great time.
3. That has pricing from moderate to low.

Now, let’s look at several interesting facts about Pepsi.

• The initial Pepsi name was Brad’s Drink. In 1893, Bradham began selling “Brad’s Drink” at the soda fountain in his store.
• Pepsi was the first to use 2 litle bottles.
• The beverage was the first American product to be sold and marketed in the Soviet Union officially.
• Over the past years, 11 Pepsi logos have existed.
• Pepsi gave Sofi Vergara her first acting job at the age of 17.

2 brilliant examples of marekting campaigns.

Just 2 ways to grow your business.

Now we would look at the targeting tactics of Lays. And here is a commercial example.

The guy has entered a supermarket and saw a bunch of Lays all around him and he began tasting all the types of Lay’s-s. And he loved all of them, by sitting on a chair and enjoying every taste until the supermarket guard came. The name if age commercial is “out for some lay’s and you will face the taste”.

What kind of people do we see here? Who does Lay’s targets?

The following segment is called Conciouss Progressifs (age18-30).

The following segment is generally intellectual people who like searching and using new information in their lives. The majority of them like traveling all over the world and revealing new cultures. They are very practice people and do not like spending money if it is not necessary. The following segment has a different kind of friend circles with different interests where they spend interesting and spiritual time.

The most of Conscious progressives tell that the adds should be entertaining. They claim that the interesting part of a product is what is beyond the packaging. They buy for emotional reasons like everybody but they are more demanding about the functionality. They are very stylish, a style that is full of sophistication.

How to increase the overall sales? How to make everybody engaged with your business? These are just 2 simple questions that have easy answers. Go ahead and find out everything about your customers with the help of the great eBook based on Garrison Group’s Customer personalities. This is a great eBook that provides answers to several key questions.

• Who is your perfect customer profile (buyer persona)?
• What are the ways to reach them?
• How to push them to the final purchase.

Lays has its way of messaging and branding tactics. For analyzing and deeper understanding we just need to look through their Instagram posts.

I surfed a little on their Instagram page and found and interesting and entertaining post. Somebody has painted their nails with Lays packs. This is both creative and funny. Here on their Instagram page, we see photos full of surprises and optimism filled with different kinds of jokes. So, on my opinion, Lay’s is a holder of the tactics of Creator brand archetype. What does the Creator brand archetype represent?

• The desire of the archetype is to create something with enduring value.
• The goal of the archetype is to give to a vision.
• The strategy is to develop artistic skills and control.

Famous brands like Lego and M.A.C. are using the tactics of Creator brand archetype.

The Creator identity could be a perfect fit for the product if

1. If your product or service has a function of self-epression, provides the customer choices and options.
2. When there is a do-it-yourself element which saves money for a customer.
3. When the brand wants to differentiate itself from a brand that does it all.

Several facts about Lays.

• Herman Lay created Lay’s chips in Chicago in 1932.
• There are more than 50 flavors of Chips in UsA today.
• The first falvoued lays chips was Barbeque
• There are more than 160 flavors of Lays worldwide.
• From 4 to 5 potatoes go to each bag of Lays.
• Lay’s control over the fourth of the potato chip market.

Here are the targeting tactics of Kit Kat.

Here is a woman who goes to work every day. She has a good salary and a happy life. A person who is devoted to her duties and family. So Kit-Kat likes targeting people who have periodic work and are busy. Who always think about what to have for a break. And KitKat gives them a solution. Just the chocolate bar is enough for your happy break. So, who is the girl we see in the pic? What kind of segment does she belong to? These are the questions I am going to answer now.

The following segment is called Actualizers. Who are they?

Actualizers are very successful people, they are perfectionists and want to have control over whatever they do. They are happy about the condition in their life and know exactly what they need. Family is the central focus in their life and all their efforts are concentrated on their chidren and piers. They are the type of people who always want to be sure that kids eat healthy food full of vitamins every day. 

The following segment has a very practical outlook to life, good at saving money, interested in financial services, willing to pay more for quality, prefer to pay more for quality.

Actualizers tend to use premium brands and sometimes like treating themselves with something they do not need. They like being up to date and are one of the early majority of people who buy new products. Like planning their shopping trips and buy everything from their preferred store.s Family is a very important part of their shopping behavior and shapes their shopping decisions.

The following segment is just one of the many one’s Kit kat targets. So let’s look through their messaging and branding tactics to understand the means they use to target their customers. Hence, we can look at their instagram post examples.

“Need a break?” This is a question that is asked by Kit kat every minute, every time. And here is a funny way to answer the question. Need a break? Just sit on this Kit kat seats and relax. The ordinary style of messaging of Kit kat prompts us to look at archetypal branding tactics. The brand s using the messaging of Everyman brand archetype. What does the Everyman brand archetype represent?

• The desire of the archetup eis to connect with others.
• The goal of the brand archetype is to fit, to belong.
• The strategy is to develop solid virtues, the common touch.

Many famous brands like Master card and Budweiser are suing the tactics of Everyman brand archetype.

The following brand identity is a perfect fit for your brand if

1. Your product helps people to belong or feel belonged.
2. Your product has a function that is used every day.
3. Yoru product or service needs to be deferentiated itself from high priced and elite brands.

And here are several interesting facts about Kit kat.

• The name is generated early in the 17th century.
• The first cholocate bars were made to accompany packed lunches.
• The break concept first appeared in 1958.
• The sizes and packagings of Kit kat vary in different countries.

Here are the targeting tactics of these famous brands. You can check out the targeting tactics of many famous companies in the blog thescoailgrabber.com.

Your Targeting e-Book.