Course Project VII. The Importance of Consumer Relations and Philanthropic Activities

Course Project VII
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The Importance of Consumer Relations and Philanthropic Activities
Consumer relation is the process by which PepsiCo promotes its business, engages more and more customers, and ensure the provision of quality products. At the basic level, consumer relation has allowed the company to resolve disputes and answer all the complaints and questions of the clients in a better way (Ferrell et al., 2016). With the passage of time, PepsiCo has gone to great lengths to maintain its reputation and to build a strong relationship with its consumers by providing them discount offers, prizes, and other similar benefits. Similarly, the corporate philanthropy of PepsiCo ranges from employees satisfaction to financial contributions (Muzumdar, 2014).
The company’s philanthropic activities have helped it penetrate through emerging markets and justify the expenses to both investors and management. PepsiCo has wisely used activities, like offering huge discounts on bulk purchases, to motivate its consumers. Just like other companies, PepsiCo emphasizes volunteerism and public service and has noticed a significant boost in morale. The company pays utmost attention to the requirements of its consumers as well as employees (Eades & Thornhill, 2017).
Activities PepsiCo Engages in to Promote These Relations
PepsiCo has made the wise use of consumer relations activities and tools to build a relationship between its employees and customers. These tools and activities are cost-effective and give PepsiCo a great control over its targeted consumers (Ferrell et al., 2016). For instance, the company relies on advertorials to let the world know about its existence. Advertorials are special advertisements that come in the form of reviews or news stories, and allow companies like PepsiCo to promote its products and services in a better way. With the help of these advertorials, PepsiCo has been able to gain credibility in the media and public eye (Muzumdar, 2014).
Additionally, the company launches different social media campaigns and regularly used Twitter and Facebook to strengthen or promote its relationship with global consumers. Printed and...