BRAND DOSSIER ON

PEPSI

Aswath Mayooran RNamrata kediaRohit LakhotiaDeeraj Rane

Agenda

Overview Of Pepsi

Positioning and repositioning

Advertisement

Sales promotion

Analysis of the product

Generic competition

Hypotheses

Justification

Analysis of data

Net take away

In 1893 - Caleb Bradham - experimented with many different soft drink

concoctions.

In 1964 - Diet Pepsi is introduced

In 1965 - Expansion outside the soft drink industry begins. Frito-Lay of

Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc

In 1992 - Pepsi-Cola launches the "Gotta Have It" theme which supplants

the longstanding "Choice of a New Generation.“

In 1998 - Pepsi celebrates its 100th anniversary

History

Pepsi repositioned itself as a drink for all the

seasons

Pepsi repositioned itself as a drink for the

“young people”

Initial positioning and repositioning

Initial Positioning:

Initially Pepsi was introduced as a drink for the white peoplePepsi positioned itself as a drink during summer season

Subsequent Repositioning:

Advertising Strategies

Varities of Advertaisments were made

Tv commercials

Print Media

Social Media

Effects of this - Pepsi holds a good amount of market share

Advertising strategies

1950 – “Any weather’s, Pepsi weather”

1958 – “Be sociable, Have a Pepsi”

1961 – “Now it's Pepsi for those who think young”

2013 – “Oh yes abhi”

A few Taglines are :

Sales promotion strategy

Analysis of product

4Ps Evaluation Product:

Un-compromised quality in the product could be seen over the years.

Pepsi has a lot of variants and available in different sizes Price:

It is affordable to attract customers from all income groups.

Promotion:

Initially targeted middle income group

Later targeted youths

Place:

Pepsi has established its distribution network in almost every region in India.

The margin for the retailer and main distribution agent has been made such a

way that it reaches every part of the nation with ease.

Generic competition

Mazaa and slice

Fresh juices

Packaged juices

Tea, coffee, etc.

Other than the competitors like Coca-Cola and Thums Up it

faces many threats from other generic competitors like

Strategies adopted to fight competition

Pricing strategyDecides its price on the basis of competition

Franchising strategy

Distribution strategy

Future directions for the brand

Increase the per capita consumption

Expanding its distribution network

Leading the beverage revolution in India

Target-Young generation Tie ups with IPL

Hypotheses

Availability is the most important factor while buying Pepsi.

Preference of Pepsi is not influenced by its Brand Ambassador.

The mother brand, “PEPSI”, is popular than its variants.

Justification

H1

Pepsi bought – on basis of availability of the product as in Pepsi is the

black soft drink that they buy and not “PEPSI”.

H2

Sales of Pepsi – Is it influenced by the brand ambassadors alone.

H3

Brand “PEPSI” is more popular than any of the company’s variants.

Analysis of the Hypotheses Availability is the most important factor while buying Pepsi

Price

Availa

bilit

y

Quenc

h sa

tisfa

ctio

n

Tast

e

Brand

Am

bass

ador

Styl

e qu

otie

nt0.0000

1.0000

2.0000

3.0000

4.0000 3.0532

4.02133.3723 3.3830

3.0213 3.0426

Pepsi's attributes

Mean

Price

Availa

bilit

y

Quenc

h sa

tisfa

ctio

n

Tast

e

Brand

Am

bass

ador

Styl

e qu

otie

nt0.0000

1.0000

2.0000

3.0000

4.0000 3.23403.9043 3.7021 3.8617

3.2872 3.3191

Thums up’s attributes

Mean

0.000002.000004.00000

3.042554.042553.531913.840433.202133.02128

Coca cola attributes

Mean

Preference of Pepsi is not influenced by its Brand Ambassador

Analysis of the Hypothesis

0.00000

1.00000

2.00000

3.00000

4.00000

5.000003.04255

4.042553.53191 3.84043

3.20213 3.02128

Coca cola attributes

Mean

0.00002.00004.0000

3.05324.02133.37233.38303.02133.0426

Pepsi's attributes

Mean

Price

Availa

bilit

y

Quenc

h sa

tisfa

ctio

n

Tast

e

Brand

Am

bass

ador

Styl

e qu

otie

nt0.0000

1.0000

2.0000

3.0000

4.0000 3.2340

3.90433.70213.86173.28723.3191

Thums up attributes

Mean

Mother brand “Pepsi”, is more popular than its variants

BrandpepsiDiet PepsiPepsi BluePepsi AtomCoca-ColaDiet CokeThums Up

Total number of people who can recognize the brand54333039886467

Analysis of the Hypotheses

Contd Comparison of Mother Brand "Pepsi" with its variants

BrandpepsiDiet PepsiPepsi BluePepsi Atom

Total number of people who can recognize the brand54333039

pepsi Diet Pepsi Pepsi Blue Pepsi Atom0

10

20

30

40

50

6054

3330

39

Comparison of Mother Brand & its variants

Number of People

contd

And also we compared the variants of Pepsi & Coca Cola

Brand Total number of people who can recognize the brandDiet Pepsi 33Pepsi Blue 30Pepsi Atom 39Diet Coke 64

Diet Pepsi Pepsi Blue Pepsi Atom Diet Coke0

10

20

30

40

50

60

70

33 30

39

64

Comparison of Variants of both "Pepsi" & "Coca cola"

Number of People

Net take away

Pepsi is considered to be bought mostly because of the availability of the

product rather than other attributes.

Out of all its competitors “Pepsi” is the product that is not preferred due to

the influence of Brand Ambassadors.

Variants of Coca-Cola is more popular than variants of Pepsi.

Thank You