cuurent pepsi ad campaigns
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Transcript of cuurent pepsi ad campaigns
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GURU PRASAD PANDA
M.B.A.3RD SEMIILM BUSINESS SCHOOL
HYDRAAD
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Youngistan Campaign
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Indian Soft Drink Market
Carbonated
Non
Carbonated85%
15%
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About PepsiCo
Pe
psiCo is a world lead
er in conv
enience
foodsand beverages. Its world renowned brands areavailable in nearly 200 countries and territories.
PepsiCo entered India in 1989 and has grown tobecome the countrys largest selling food andbeverage companies.
PepsiCo India and its partners have investedmore than U.S.$700 million since the companywas established in the country in 1989.
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PepsiCos Profile Revenues in 2007 is more than $39 billion.
Share in Indian carbonated soft drink market is
37 bottling plants in India, of which 16 are company owned and 21are franchisee owned.
PepsiCos Frito Lay snack division has 3 state of the art plants.
It has more than 185,000 employees across the world.
In India, PepsiCo provides direct employment to 4,000 people andindirect employment to 60,000 people including suppliers anddistributors.
CEO : Mr.Sanjeev Chadha.
India Headquarters : Gurgaon.
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Brand Image of Pepsi
Pepsi is a brand that every youngster relatesto.
But this definitely doesnt mean that otherage groups are not its users.
Thus Pepsis brand image is its hip, cool,lively and refreshing attitude.
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Products
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Advertising Strategy of Pepsi
Pepsis target audience are mostly teens andyoung adults and their advertising reflects thisin every possible way.
The company changes its advertising strategyand image to reflect the target's interests.
Pepsi makes sure that the advertisements
reflect to the target audiences interests andnostalgia.
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CONTD
The advertising strategy includes cool, hippromos to attract more of the targetaudience.
The advertising is mostly creative and hasdifferent elements like music and sportsother than bollywood.
Pepsi.com also plays an important role inadvertising and attracts target audience bygiving access to options like downloads,gaming, music mixing applications etc..
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Some of Pepsis
successful Campaigns
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Yeh Dil maange more
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Bubbly Campaign
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YoungistanCampaignYeh hai Youngistaan
Meri Jaan
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About Youngistan
This campaign has two new celebrities RanbirKapoor and Deepika Padukone who acted inthe two most-talked about Hindi films in 2007,to accompany brand ambassador Shah Rukh
Khan.
This time we wanted an all-encompassingtheme. Youngistan reflects the mood of Indiasyouth, which is today keen to take the ropesand drive India, says Punita Lal, executivedirector, marketing, PepsiCo.
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CONTD
Youngistan, hopes to cash in on the buzzsurrounding todays youngsters.
Youngistan is not so much a place and it isa state of mind of todays youth. Whilethe term is new, what it stands for theGenNext attitude is not new.
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Segmenting pattern
Demographics: The Campaign targets teens andyoung adults of metros and phase II cities.
Psychographics: The campaign attempts tocapture the youth of today by focusing on theirpersonality,lifestyle and attitude of youth
through the advertisement
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Targeting Strategy
The Youngistaan Campaign usesundifferentiated targeting
strategy to reach out to its targetaudience. That is it launched
youngistaan campaign for all the
target audience in the same way.
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Positioning
The campaign positioning is done on thebasis of user approach i.e a personalitybased approach where a users image or
association rubs off on the brand image.The user could be a celebrity or anordinary user.
For this campaign Pepsi used the threemost popular celebrities of the last yeari.e Shahrukh Khan, Ranbir Kapoor,Deepika Padukone
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Placement of the Campaign
The campaign was first launched on T.V during the tri-seriesmatches in February.
The campaign is launched with a 360-degree activationacross radio, outdoor, modern trade, Web and wirelessplatforms.
Pepsi has launched a website for Youngistan inside the PepsiCool Zone and is planning to make it a responsive peer group
site where youngsters can visit and make comments on anytopic.
Pepsi Youngistan is also sponsoring Wassup Youngistan onMTV, a show where youth can voice their thoughts.
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Youngistan T.V advertisement
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Advertising Agency for
Youngistan JWT ( J. Walter Thompson), ranks asthe largest advertising agency brandin the U.S. and as the fourth-largestfull service network in the world. Itwas the first agency to be associated
with anthropology and the study ofconsumer behavior.
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Competitors for Youngistan.
Competition for Pepsi has always comefrom its arch rival Coco-Cola. Coke keptup with Pepsis Youngistan by launching a
campaign Jashn Mana le staringHrithik Roshan.
Sprite, a subsidiary of Coco-Cola
company has also launched an adcampaign called Hindustan, mockingthe Pepsis Youngistan campaign.
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Conclusion As its earlier campaigns
Pepsi through Youngistancampaign aims at capturingits target audience inanother cool, funky,attractive way.
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