ADVERTISING PEPSI

8/7/2019 ADVERTISING PEPSI

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ADVERTISING


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INTRODUCTION

y Advertising is the promotion of a companysproducts and services carried out primarily todrive sales of the products and services but alsoto build a brand identity and

communicate changes or new product /servicesto the customers. Advertising has become anessential element of the corporate world andhence the companies allot a considerable

amount of revenues as their advertising budget.There are several reasons for advertising some

of which are as follows:


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CONTD..

y Increasing the sales of theproduct/service Creating and maintaining a brand

identity or brand image. Communicating a change in the existing

product line. Introduction of a new product or service.

Increasing the buzz-value of the brand orthe company.


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TYPES OF ADVERTISING

y PRINT ADVERTISING

y OUTDOOR ADVERTISING

yBROADCAST ADVERTISING

y COVERT ADVERTISING

ySURROGATE ADVERTISING

y PUBLIC SERVICE ADVERTISING

y CELEBRITY ADVERTISING


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PEPSI COMPANY

y PepsiCo entered India in 1989 and has grownto become one of the countrys leading foodand beverage companies. One of the largestmultinational investors in the country,PepsiCo has established a business which aimsto serve the long term dynamic needs ofconsumers in India.PepsiCo India and its partners have invested

more than U.S.$700 million since the companywas established in the country. PepsiCo

provides direct employment to 4,000 peopleand indirect employment to 60,000 people

including suppliers and distributors.


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BRAND IMAGE OF PEPSI

y Pepsi is a Brand that every youngsterrelates to but this definitely doesnt meanthat other age groups are not its user.

Target market ofPepsi is basicallyyoungster but it is preferred by every agegroup. Thus Pepsis brand image is its hip,cool, lively and refreshing attitude.


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ADVERTISING STRATEGY

y Pepsis target audiences are mostly teens and youngadults and their advertising reflects this in everypossible way. The company changes its advertising strategy andimage to reflect the target's interests.

Pepsi makes sure that the advertisements reflect tothe target audiences interests and nostalgia. The advertising strategy includes cool, hip promos toattract more of the target audience. The advertising is mostly creative and has differentelements like music and sports other than bollywood.

P

epsi.com also plays an important role in advertisingand attracts target audience by giving access tooptions like downloads, gaming, music mixingapplications etc.


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PEPSIS SUCCESSFUL AD CAMPAIGN

y Yeh Dil Maange More

y Oye Bubbly

y Yeh hai Youngistan meri Jaan


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ABOUT YOUNGISTAN CAMPAIGN

y About Youngistaan CampaignThis campaign has two new celebrities Ranbir Kapoorand Deepika Padukone who acted in the two most-talkedabout Hindi films in 2007, to accompany brandambassador Shah Rukh Khan.

Ranbir confronts SRK while making a futile attempt atentering Deepikas room to grab a Pepsi, Ranbir spots a

poorly lit neon sign that reads Young HindustanSupermarket'. Due to the broken neon light, Ranbir spotsjust a few letters. When asked, where he has come from,

Ranbir, based on this observation, replies, "Youngistaan".This time we wanted an all-encompassing theme.Youngistan reflects the mood of Indias youth, which istoday keen to take the ropes and drive India, says Punita

Lal, executive director, marketing, PepsiCo.


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y Youngistan, hopes to cash in on thebuzz surrounding todays youngsters.Youngistan is not so much a place and it

is a state of mind of todays youth. Whilethe term is new, what it stands for theGenNext attitude is not new.


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STP-Segmenting, Targeting andPositioning of Youngistaan Campaign

Segmenting Pattern

Demographics

The campaign targets teens and youngadults of metros and cities.PsychographicsThe campaign attempts to capture the youth

of today by focusing on their personality,lifestyle and attitude of youth through theadvertisement.


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Targeting Strategy

The Youngistaan Campaign uses undifferentiatedtargeting strategy to reach out to its targetaudience. That is it launched youngistaancampaign for all the target audience in the sameway.Positioning

The campaign positioning is done on the basis ofuser approach i.e. a personality based approachwhere a users image or association rubs off on thebrand image. The user could be a celebrity or anordinary user. For this campaign Pepsi used the three most

popular celebrities of the last year i.e. ShahrukhKhan, Ranbir Kapoor, Deepika Padukone.


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Placement of Youngistaan Campaign

The campaign was first launched on T.Vduring the tri-series matches in February.The campaign is launched with 360-degreeactivation across radio, outdoor, moderntrade, and Web and wireless platforms.P

epsi has launched a website forYoungistan inside the Pepsi Cool Zone and isplanning to make it a responsive peer groupsite where youngsters can visit and makecomments on any topic.Pepsi Youngistan is also sponsoring

Wassup Youngistan on MTV, a show whereyouth can voice their thoughts.


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THANK

YOU

ADVERTISING PEPSI

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