LAUNCHING PEPSI TWIST in BANGLADESH

North South UniversitySchool of Business

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Prepared For

Syed Kamrul IslamLecturer, Mkt#337

Prepared by

Group # 07

Dilruba Khan ID #031305030

Samsul Hasan Khan ID # 062500030

Tonmoy Ahmed ID # 071057030

M. Shahriar Bappi ID # 071152030

Yaseer Arafat ID # 072097030

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Table of Content

1Company Overview 07

Historical Background 07

2 EXISTING PRODUCT INFORMATION 08

Product Characteristics 08

3 COMPETITIVE ANALYSIS 09

4 SWOT Analysis 13

5 PLC 14

6 CURRENT PROMOTIONAL ACTIVITIES 147 Survey Analysis 18

Demographic information 18Media Information 18

8 Advertising Plan 23

Advertising Objective 23

Budget25

Story Broad 31

Sample Logo 31

Sample Advertisement 32

Media Plan 33Media Selection 34

9 Conclusion 36

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10 Bibliography 37

11 Reference 37

Letter of Transmittal

02 December 2008

ToMr. Syed Kamrul IslamFaculty, North South University13, Kamal Ataturk Avenue Banani, Dhaka

Dear Sir,

Subject: Submission of project paper

Here is the project paper titled: “LAUNCHING PEPSI TWIST in BANGLADESH”

as a part of our course MKT 337. We like to thank you to assign us this

project paper through which we got an opportunity to get idea hoe to launch

a product in a country & how to advertise it.

We hereby like to request you to accept our paper.

Sincerely,

Dilruba Khan ID #031305030

Samsul Hasan Khan ID # 062500030

Tonmoy Ahmed ID # 071057030

M. Shahriar Bappi ID # 071152030

Yasser Arafat ID # 072097030

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Acknowledgement

First of all, we reward to almighty Allah, who has provided us the

brilliant opportunity to build and complete this term paper successfully.

We would like to express our feelings and great affection with our

heartiest appreciation to the most respectable and honorable course

instructor Mr. Syed Kamrul Islam for her kind co-operation.

We would like to thank our senior brothers and friends who have

helped us by giving valuable advices and experience.

We would also like to thank to lab administrator for providing guideline and information.

Last of all, we would like to thank the honorable authors of the book

“Advertising, Principal and Practice” William Wells, Sandra Moriarty,

and John Burnett because we have taken a lot of information from their

book and also thank to Pepsi Co. Bangladesh to provide us important

information.

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1.EXECUTIVE SUMMARY

Pepsi Cola is one of the best beverage companies in operating

domestically and internationally. Pepsi Twist is one of the successful

brands of Pepsi Co. In this project we want to find out the scope of

launching an international soft drink brand in Bangladesh by providing

details of launching & promotion system of soft drinks in the forms of

Licensing. In this project we found out the exiting product information of

our brand Pepsi Twist, its target market, competitive advantage, media

plan, opportunity and the budgeting of this company and the other

factor. Besides we want to find out the customer’s choice, preference

and demand by conducting a survey on the target audience. In

Bangladesh there are many beverage companies, which are owned by

domestic companies such as AFBL, Partex Beverage Ltd. etc. also, there

were other international companies, such as Coca-Cola Bd. Ltd. which is

doing its business within Bangladesh. After all of that we try to introduce

a plan for the Pepsi Twist to launch in the market and compete with the

competitors. For this reason we evaluate TARGET audience,

PROMOTIONAL activities, BUDGET analysis, ADVERTISING method etc .

Then we provide some recommendation for Pepsi Twist on the basis of

our survey and applying new promotional techniques to communicate

more successfully with the target audience. First we conducted survey

which revealed some key information about our target audience like

their consumption level of soft drink, average expenditure on food per

day, which newspaper they read or which channel they see more often

than the other. Then we developed some advertisements and made a

budget of allocating the expenditure on which channel or newspaper we

will show our advertisement so that we can do an effective

communication with the target audience. From our perspective Pepsi

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Twist will launch very successfully in our country very soon as well as

get customers good attention.

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1. COMPANY OVERVIEW

Historical Background

Pepsi is one of the world's largest beverage companies. People in more than

195 countries enjoy Pepsi. About 685 million servings are consumed almost

all over the world everyday.

Pepsi was first bottled in1903. One of the successful brands of Pepsi is Pepsi

Twist. It is a lemon flavored cola, marketed by PepsiCo as an alternative to

regular Pepsi. Pepsi Twist was introduced in the United States in the summer

of 2000 and again in the summer of 2001. Pepsi had previously produced a

lemon-flavored diet cola in the 1970s and 1980s in the United States called

Pepsi Light Pepsi had also launched Pepsi A-ha, with a lemon flavor in India,

in 2002.Pepsi Twist has been successfully marketed in Brazil (with lime

instead of lemon), where a limited-edition version was also sold, the Pepsi

Twistão, with an even stronger lime flavor. In Brazil, Pepsi Twist is still sold

and in many markets, it outsells the original Pepsi. Pepsi Twist was also

marketed in Pakistan in 2006. The product failed to capture the market, but

it is still available in some supermarkets. It is marketed in Romania under the

name Pepsi Twist Lemon.

It was sold under the name of Pepsi Twist until recently, and its diet

counterpart, Pepsi Twist Light Lemon. It was also introduced in Poland in

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the summer of 2002 and is sold thereafter. In the United Kingdom Pepsi twist

is still sold to date. There’s also a "lemon and lime" version Pepsi Twist

somewhat made a return in the summer of 2008 with the NFL Kickoff Limited

Edition Flavor which boasts that it’s Pepsi "with a kick of Lemon".

2. EXISTING PRODUCT INFORMATION

Product Characteristics

In marketing terms a product is a set of tangible and intangible attributes

including packaging, color, price, quality and brand plus the service and

reputations of the seller. Transcom Beverage bottles the drinks under a

franchise agreement with Pepsi Twist Export Corporation and supplies the

drinks to the distributors in Bangladesh. The actual drink arrives by air from

Pepsi's headquarters in Atlanta, USA, in a concentrated form.

Products can be consumer or business products depending on their final use.

Since the products of Transcom Beverages are not intended for further use in

the production of other products, they are seen as consumer goods.

Consumer goods can once again be sub-divided into convenience, shopping

or specialty goods depending on their Characteristics. This report Identifies

the Transcom beverage products as convenience goods based on its

characteristics highlighted below:

Product Composition Dimensions

PRODUCT BREADTH PRODUCT DEPTH

Pepsi Twist Glass bottle:175ml, 250ml, 1000ml,

PET bottle: 500ml, 1000ml, 1.5L, 2.25L,

Can: 350 ml

Fountain glass

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3.

POSITIONING STRATEGY/COMPETITIVE

ANALYSIS

In order to develop the overall marketing strategy competitive analysis is

very important for every organization. For this purpose “Porter's 5 forces

analysis” is very common and effective tool. It is a framework for industry

analysis and business strategy development developed by Michael E.

Porter in 1979 of Harvard Business School. It uses concepts developed in

Industrial Organization (IO) economics to derive 5 forces that determine the

competitive intensity and therefore attractiveness of a market. Porter

referred to these forces as the microenvironment, to contrast it with the

more general term macro environment. They consist of those forces close to

a company that affect its ability to serve its customers and make a profit. A

change in any of the forces normally requires a company to re-assess the

Product Characteristics

Consumer Involvement (time and

effort)

Quite low

Need for satisfaction

Price and quality comparison

Usually immediately (sometimes per-

plan purchased) Absent, since all

Transcom products are uniformly

priced and quality is centrally

controlled.

Price Moderate (compared to other drinks

like fruit juices)

Frequency Normally frequent (consumers buy it

according to their desire)

Length of Channel Quite long (products are not directly

supplied to consumers any more,

rather they are supplied through

middlemen)

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marketplace. Strategy consultants use Porter's five forces framework when

making a qualitative evaluation of a firm's strategic position. It gives us a

good explanation for the profitability and performance of Pepsi Twist in the

local market. Porter's Five Forces include three forces from 'horizontal'

competition: threat of substitute products, the threat of established rivals,

and the threat of new entrants; and two forces from 'vertical' competition:

the bargaining power of suppliers, bargaining power of customers. The

overall process is shown in the diagram presented below.

In order to develop farms marketing strategy and plan marketing manager

need to understand the completion that is present in the market place. The

competition can be direct brand completion and indirect brand completion.

So in order to analysis whether the “Pepsi Twist” has competitive advantage

in terms of having quality products, effective and dominating distribution

network, superior quality service, reasonable price.

Intensity of competitive rivalry within industry

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Rivals are competitors within an industry. Rivalry in the industry can be

weak, or it can be strong. If there are too many competitions are present in

the market then the situation will be intense and if there are few competitors

present in market then completion will be low.

Factors affecting the intensity of rivalry

Number of brands: There are a few brands in the Soft Drinks

market of Bangladesh. These are- Coca-Cola, Pepsi, Mojo, Rc-Cola,

Pran-Cola, Uro-Cola. However “Pepsi Twist” has to compete with all

these other brands.

Product differentiation: “Pespsi Twist” has differentiated their

product according to consumer preferences. They have different

bottle size available for different group of consumers. Currently

they are offering 4 types pack size to meet the customers demand.

Exit barriers: There are almost no exit barriers in this industry.

However, this industry requires a huge sum of investment which

can be a barrier for a firm to cope up the exit cost and shrink the

brand image associating with the product.

Level of advertising expense: Level of advertising expenses is

comparatively high in this industry as this is a Fast Moving

Consumer Goods (FMCG) which has a wide range of switching

option. So, massive advertising is required to shape the consumer’s

attitude toward the product. However, level of advertising expenses

varies from firm to firm according to their marketing strategy.

Threat of new entrants

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The threat of new entrants rises as the barrier to entry is reduced in a

marketplace. It seems that, as more firms enter in a market rivalry increase,

“Pepsi Twist” is facing more competition. Though they are maintaining the

market share successfully they are doing so with a highly competitive

market.

Factors affecting the threats of new entrants are

Government policies: There are no government policies which

restrict the entry on this industry. So, new competitor can come

anytime to the industry.

Capital Requirement: The information provided by the Brand

Manager of “Pepsi Twist" the initial investment of Pepsi was 100

core TK which is very large comparing with the capital market

structure of Bangladesh in private limited companies.

Pressure from substitute products

The existence of close substitute products increases the propensity of

customers to switch to alternatives in response to price increases (high

elasticity of demand). However, we identified Soft drinks sold in fast food

shops of cities to be the closest substitute of “Pepsi Twist”. However,

other substitutes can be Sprite, Fanta, 7up & Mirinda etc.

Factors affecting the pressure from substitute

products

Perceived level of product differentiation

Buyer switching cost

Buyer propensity to substitute

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Bargaining power of buyers

(customers)

There are two types of buyer power. The first is related to the customer’s

price sensitivity. If each brand of a product is similar to all the others, then

the buyer will base the purchase decision mainly on price. However, Pepsi

Twist has charge the same amount of price that the competitor offers. So, we

can say that the Pepsi Twist is not price sensitive.The other type of buyer

power relates to negotiating power. Larger buyers have more leverage with

the firm, and can negotiate lower prices. However as an FMCG the buyers do

not tend to negotiate with the Pepsi Twist.

Bargaining Power of Supplier

A few factors that determine supplier power include:

Supplier concentration

Supplier switching cost relative to firm switching costs

4. SWOT ANALYSIS of ‘PEPSI TWIST’

STRENGTHS WEAKNESSES

Strong value proposition

Superior product performance

Better product life and

durability

Regular consumer research

Excellent marketing channel

Prestigious Distinction and

Certification

Current shortage in

production

No direct marketing

Limited Export

Limited budget for

advertisements

No regular training program

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Fully automated

manufacturing process

Strong IT solutions and

broader communication system

Committed Management Level

OPPORTUNITIES THREATS

Develop market with existing

products

Current Market leader

Higher Profit Margin

Greater Consumer Response

Extended export opportunity

New product development

Currently no threats

Invention of Disease causing

bacteria

Strikes and political crimes

Environmental disaster

Frequently changing lifestyle

5. PLC:

6. CURRENT PROMOTIONAL ACTIVITIES

Pepsi was always concerned and it designed to appeal to its target audience.

So Pepsi twist attaches great importance to promoting a positive image of its

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products and activities. However, the company will carry out several

promotional activities to reach a vital and potential group of consumers.

Market Segmentation and Target Audience Profile:

SEGMENTATION STRATEGY

Market segmentation is used to recognize product markets comprising

people, businesses or other organizations with similar uniqueness and thus

similar requirements (Helgesen, 2005, pg 225). It basically refers to the

division of the target market on the basis of ‘certain preferential variables’.

The main purpose of segmentation is to achieve the specific positive sales

results by particularly specifying potential customer-bases with similar

traits/preferences/characteristics. Segmentation of “Pepsi twist” can be done

on the basis of factors such as:

Now for our own convenience, we have divided our market in different

segments. It is done because the attitudes, psychographics, and income

range is different for different segments. Here we have developed a unique

message, which will fit in different segment and different advertisement

media and advertisement for reaching different segments.

In this project we have developed three segments. They are Demographic,

Psychographic, and Geographic.

1. Demographic: under this segmentation come social and economic

factors that influence the buying behavior of the customers. It is the

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statistical representation of the social and economic characteristics of people

like age, sex, income, occupation etc. now if we look at the factors that

included in the demography we will find our target customers in those sub

segmentations. Like

Age: here from age 12 to 50 is our main target audience. The

exclusive target age group is age 10 to 25, the student segment.

Sex: Our target customers include both male and female.

Occupation: Mainly the students and fresh employees just

entered into their job.

Income: Minimum monthly income range is Tk 5,000.

2. Geographic segmentation: Under this geographic segmentation, we

have target customers residing in different areas of this country. Mainly we

have targeted the whole country and our target is mass. Wherever our target

customers match the characteristics of the Demographic and Psychographic

segmentation becomes our target customer. It means that our distribution

should be so well and so geographically standard that it does not create any

geographic differentiation.

3. Psychographic Segmentation: Under this Psychographic segmentation

deferent factors actually will be affecting our advertisement and advertising

message. Those factors are:

Life style: Actually people with funky lifestyle are our target

customer. Here especially the college going students who drinks

the Pepsi twist regularly, and drink it with a different style is our

customer. Followers of the western culture and life style are our

main target customers.

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Brand Loyalty: One of the main objectives of our

advertisement is to keep our existing customers loyal. On the

other way those who are loyal to the other brands, take them to

our product.

Desired Benefits: for the health customers coke has

designed the Diet coke. So our message will also bear messages

for those customers who look for any extra benefits from

Pepsi Twist Target Market

Presently Pepsi Twist is targeting the mass. It means that they have

comparatively same advertisement and selling strategy for each segment

and each different age group. But here our main focus will be the young

generation and for them we are developing our advertising plan and

strategy.

Here one thing is to be noted here that, under the Pepsi Twist Company we

have another two different kinds of beverages and they are Sprite and Fanta.

So our main advertising for Pepsi Twist will be in a way that it should also

simultaneously bear the messages for those two beverages.

One thing cannot also be ignored. That is we need to consider the retailers

perspective for planning our advertisement. Because if they don’t put the

product Pepsi Twist in their shelves, it is obvious that our target customer

will not find it when they required and they will be dissatisfied towards this

brand. So our advertisement will also convey the messages to the retailers.

Current Target Market

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Pepsi expanded its target audience from the adult to all family members who

required cheer and joy. Pepsi was a great taste to be enjoyed by everyone.

The teenagers remain a key target audience for Pepsi's marketing, despite

increasing public concern at the health impacts of sweets and fizzy drinks on

young people. Although Pepsi claims that it practices strong self -regulation

and does not target children under 12 in its advertising. The company has

billions of vending machines in schools, which proves it has a heavy impact

and influence on the children who derives pleasure in consuming the

product. Pepsi Twist sale~ representatives have distributed training packs at

schools called 'Education Thirst', providing facts on how children can get

enough fluids, control their weight and maintain dental health. Such actions

by the company prove its main focus on the target audience which is the

children although the company intends to sell its products to consumers of

all ages.

7. SURVEY ANALYSIS

In our project, we did a survey on the buying behavior of the soft drink

consumers. In this survey we peaked the over all soft drinks customers

randomly. Here, for about 100 persons participated in this survey and they

expressed their thoughts regarding taste, brand, price, packaging and so on

about soft drinks. The overall findings of the survey has described below with

statistical data analysis.

Demographic Information

From our survey, it is found that most of our target audiences are between

12 to 50 years old. At the same time it includes both male and female. And

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they are mainly students and fresh employees just entered into jobs and

minimum monthly income is not less then 5000 taka.

An estimation on expenditure of soft drinks show that over 80 % of target

audience spend 400-600 taka per month. 12% people lies between 601- 900

taka. And only 8% of our target audience spend 900 taka and above.

Factors pushing for soft drinks:

According to the survey report, 70% of target audience feels that because of

weather conditions they are intend to have soft drinks rather than any other

foods or drinks. 15% like to have it after heavy diet. Another 8% state that

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Estimate expenditure on Soft Drinks

80%

12%8%

400-600

601-900

900 and above

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they simply like soft drinks. 2% have soft drinks because of hygiene factors

while the rest 5% like it because of similar pricing to mineral water.

Price Sensitivity:

Among our target audience, only 7% are heavy price sensitive while the

majority of the target audience which is 82% are moderate amount of price

sensitive. In contrast, 5% of target audiences are low price sensitive while

the rest 5% simply don’t care about price.

Media information

Factors in soft drinks advertisement:

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Factors that Make Soft Drinks Ad Interesting

6%

77%

12% 5%

Modle

Theme song

Story Board

Message

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77% of target audiences are concern about the theme song of a soft drink

ad, while the other 12% cares about the story board. The rest 5% and 6%

think the message and model respectively as the main things which motivate

them towards the product.

Type of promotional sponsoring soft drinks should go for:

Soft drink should sponsor entertainment program, the majority of people

which is 86% believe this. Another, 11% thinks that Soft Drink Company

should go for sponsoring sport events. 2% people posses the thought that

they should for educational program while only 1% think that they should

sponsor charitable events.

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Favorite TV Channel:

In overall data analyses, NTV secured the first position. From the survey

report it is found that the majority which is 40% ranked NTV as number 1, in

second position is BTV backed by second majority of people which is 25%,

number 3 is ATN backed by 15%, channel I is in 4th position backed by 12%,

RTV is in 5th position backed by 5% of people while other TV channels like

Channel 1, Baishakhi etc. are backed by only 3% among TV channels.

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Favorite newspaper:

To choice the favorite news paper, 66% people ranked Prothom Alo first. In

case of popularity, second position is secured by Daily Star, which is 17%. To

7% target audience, Jonokontho is their favorite. 4% of people like Ittefaq

most. Observer and New Age secured the fifth position which is liked by 2%

people. In sixth position are Independent and Manobjomin together which is

backed up by 1% target audience.

8. ADVERTISING PLAN FOR THE BRAND

Advertising Objective

Before doing any type of advertising plan for Pepsi it's important for us to

know what our true objective is. Surely our objective is to make money.

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Marketing, however, is more than that. It's creating a desire for what you

have to sell. A good marketing campaign has people humming a tune or

hearing the words to a company's jingle long after they have seen a

product's commercial.

We may not have the advertising budget to hire a large agency so; we need

to decide which method of advertising we will use. Before using the method,

we need to set the aims and goals of the campaign. In advertising, the well-

developed campaign has aims and goals. Advertising objectives are

generally placed in two categories:

Direct-action objective: Sales

Indirect-action objective: Communication.

Here for the direct action objective our main objective is to sales of the Pepsi

Twist.

And in the indirection action objective our main objective is to communicate

our messages to our customers about the product Pepsi Twist.

Beyond those primary and secondary objectives, we also have different

objectives. They are:

INDUCE TRIAL: Those who are not the brand loyal customers of

Pepsi, here our objective of the advertising campaign is to

pursue them to have a trial of our product Pepsi Twist.

INTENSIFY USAGE: As one of the leading brand in our beverage

industry, we have so many brand loyal customers. But it is to

consider here that most of them may be infrequent in purchasing

the product. So here our advertising campaign will be to intensify

usage among the existing customers.

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SUSTAIN PREFERENCE: Pepsi Twist has to advertise heavily in

good times and bad times in order to maintain product

awareness as well as preference.

CONFIRMS IMAGERY: The illustration, the copy, and where the

ad is placed all serve to confirm what the customer already

thinks about the product. If an ad for Pepsi Twist were run in

unpopular media, the ad would serve to confuse the image of the

product and should be avoided.

GENERATE SALES LEADS: Here in many countries, the market

of the Pepsi Twist may not in the leading position. So to be the

leader in the market it is obvious that we should design our

promotional ad in such a way that it generates a sales lead in the

current market.

INCREASE SALES: For any organization the ultimate objective

of the advertising campaign is to introduce brand image to

increase sales. Here our advertising should contain such

messages so that we actually motivate to buy and thus increase

the sales of Pepsi Twist.

Budget

For launching Pepsi Twist in Bangladesh in markets while budgeting we have

to consider some specific things. The things are promotional cost, salary

cost, rent cost, ingredients cost, package cost, transport cost & other costs.

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Fixed cost:

Promotion cost - TK 2, 37, 65,700

Salary cost – 39, 00,000

Rent – 24, 00,000

Variable cost:

Ingredient cost – 5tk per 250 ml

Package cost – 2tk per 250 ml

Transport cost – 1tk per 250 ml

Cost per 250ml bottle = fixed cost p + variable cost

= 6+5+2+1

= 14tk

Total cost = 2,37,65,700 + 39,00,000 + 24,00,000 + 3,00,00,000

= 6, 00, 65,700tk

Price charged for 250 ml = 15tk

Break even = 15*40, 04,380

= 6, 00, 65,700tk

So if the company can reach to sale 40, 04,380 bottles it could reach its

break even.

Before going to budgeting and timing for the advertisement, we should take

into consideration, in which media we are placing our ads and what media

cost how much. We divide our advertising program into two stages, one is

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pre-launch of the Ad campaign and the other is Actual Launch of the Ad

Campaign. Before dividing our advertising budget, we need to look on which

are we are going to emphasize. We will place our ads on:

Print Media: Prothom Alo, the Daily Star, Ittefaq, Jonokontho.

Electronic Media: NTV, ATN, Channel I, Channel 1, RTV, etc

Out of home Advertisement: Billboards, Transit Advertising,

Concerts, etc

Public Relations: Press Release, Newsletters.

Push Strategy: Promotional Incentives to Retailers.

Budgeting for the Print Media:

Newspaper Position No of Days Rate Cost

Prothom Alo 1st page, 10

inch 10

column

3 days a week

(12 days a

month)

Tk 6500 per

inch per

column/day

(approximate)

Tk 78000

The daily Star 3rd page, 6

inch 6 column

3 days a week

(12 days a

month)

Tk 4000 per

inch per

column/day

Tk 48000.

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Advertising Budget

Pre-launch of the Promotional campaign

Actual Launch of the Promotional Campaign

Print Media Electronic Media Out of home Advertisement

5

(approximate)

Jonokontho 3rd page, 4

inch 4column

3 days a week

(12 days a

month)

Tk 4300 per

inch per

column/day

(approximate)

Tk 51600

Total Print media cost per month: TK 177600

Advertising Budget for the Electronic Media:

Channel Time Slot Duration Rate Cost

NTV 7 pm to 10

pm

30 sec

each ad X

60 ads per

month

Tk 118 per

second(approximately

)

Tk 212400

BTV 7.30 pm to

10pm.

30 sec

each ad X

40 ads per

month

TK 750 per second

(approximately)

Tk 900000

ATN

Bangla

6.00 pm to

10 pm.

30 sec

each ad X

50 ads per

month

TK 200 per second

(approximately)

Tk 300000

Total Electronic media cost per month: tk 1412400

Advertising Budget for the Out of Home Advertising:

Number of

Billboards

Size Rate/month Cost for Ten

month

25 30/20 feet 22500 Tk 562500

Number of Buses Rate/month Cost for Ten months

24 10,000/= 2400000/=

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Total out of Home Ad cost for Ten months: Tk 8025000

Budget for Public Relations:

Number of Press

Meetings for three

months

Hall Cost/Hour Duration/month Cost

3 12,000/= 2 hrs 72000/=

Concerts:

Name of the

Band

Rate per

Concert per

month

Venue Venue Rate Total Cost for

three months

LRB TK 40,000/= Fantasy

Kingdom

TK 1,00000/= TK 420000/=

Promotional Incentives to Retailers:

Number of

Distributors

Outlets

Free Bottle

offered per

Case

Cost Per

Bottle

Cases of

Bottles(250 ml)

Sold per month

(average) in all

Distributors

(approximately

)

Total Cost for

nine months

110

Approximately

2 TK 12/= 25000 TK 225000

5400000/=

Note: All these print and electronic rate figures are based on estimation.

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Total Budget for one year:

Media Total Cost

Print Media TK 10,21,200

Electronic Media TK 88,27,500

Out of Home Advertisement TK 80,25,000

Others (Sales promotion, PR, Personal selling etc.) TK 58,92,000

Total cost for one year TK 2,37,65,700

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Total Advertising Budget for one year

Tk 1021200,4%

Tk 8827500, 37%

Tk 5892000, 25%

Tk 8025000, 34%

Print Media

Electronic Media

Out of HomeAdvertisement

Others (Salespromotion, PR,Personal selling etc.)

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Story Board

Two friends were walking through the desert and they were very thirsty. In

that desert, it was very tough to find any drinks and they were actually dying

for thrust. Suddenly in that desert, they saw the mirage and mistook that as

a lake of water. They jumped on that and stubbed against on a “Cherag or

popularly known as Aladdin’s Cherag”. They polished it thinking that the

ghost of “Aladdin’s Doitto” will come out. But the weather was so hot that

the “Aladdin’s Doitto” even refused to come out of the Cherag. The Aladdin’s

Doitto asked for the two friends wish. The two friends said, “We are very

thirsty. Do something for us.” After sometime smoke came out and they

found themselves in a tropical place where the weather are very refreshing

and they were actually drinking Pepsi Twist with style.

Sample Logo

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Sample Advertisement

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Media Plan for Advertising Pepsi Twist:

For sending our messages to our target customers, before planning for the media we

need to plan for advertisement campaign. Here our advertisement campaign will include

the following things:

Press Release/ or the Press

Advertisement through Electronic Media

Promotional Activities

Personal selling to the Retailers

Sponsorship for different popular events

Here before going to the actual media plan, we need to see the psychographics of our

target customers and who likes which media for their entertainment:

AttitudesAttitudes KnowledgeKnowledge PreferencePreference ConvictionConviction

One-WayOne-Way

LinearLinear

Advertising through Media

Acting on Consumers

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Purchase

Behavior

Purchase

Behavior

5

Source:

http://www.homepages.dsu.edu/coffeyd/Courses/BADM%20481%20Promo/481%20BADM

%20-%20misc%20stuff/Belch%20ppt/chap007.ppt

Young Generation

Those who are interested in the latest music and films, and must be the first on the

block to own this entertainment and embrace it.

Media Usage:

Print: Quality Daily Newspapers (The Daily Prothom Alo, the Daily

Star, Jonokontho, The daily Ittefaq, New Age etc.)

TV: NTV, Channel I, BTV, RTV, Bangla vision, Channel one, ATN

Bangla, Ekushey etc.

Other: intensive use of the internet, possibly WAP (internet over the

mobile), heavy cinema goers, little radio (has mp3 CD-player in car, or listens to

internet radio)

Adults

Here includes those people who actually falls under 25 to 45 age group

Media Usage:

Print: Quality Daily Newspapers, magazines etc

TV: Knowledge based programs and News

Others: Internet, Seminars, Educational programs, etc.

Now we know which target group prefers which media and the time of

acceptability of the advertisement. So based on that our media strategy will

be:

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5

Media Selection

TV is a favorite medium because of its wide reach and its high impact that is

useful for showcasing a high impact product such as Pepsi Twist. The volume

of TV ads however is limited by its costs but popular target group programs

(consult research) and times should be used as extensively as possible.

Print adverts will be placed in quality and Daily newspapers. The favorite

weeklies and Dailies are The Daily Prothom Alo, The Daily Star, Jonokontho,

New Age etc, and Weeklies are Annona, Saptahik 2000, Robbar, Chitro

Bangla etc.

From this pie chart we can see that The Daily Prothom Alo got the highest

preferences from the survey and we are going to place most of our ads in

that daily newspaper.

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5

PR activities will concentrate on target audience print publications but also

involve TV programs that deal with music and movie such as Closeup-1,

Music Express, Movie World, and Sinemar Gan etc.

From the pie chart shown above, we can see that our target audiences like

entertainment sponsorship by any kind of soft drinks. Though most of our

Public Relation expenditure will be spending for the Entertainment

sponsorship, but partly we will spend for the sports event sponsorship.

Outdoor billboards should be placed in urban areas to reach the broad

audience of car drivers at a low cost. Placing these at busy junctions will

complement TV and print advertising and be visible where public movement

is comparatively high.

We will use cinema because a high portion of our target audience is a

cinema or movie lover. They would like to have some soft drinks with the

popcorns to see the movie. If we can place ads in every cinema or movie

theater properly, surely we can say that our target audience will reach

properly.

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Radio advertising might be useful but we feel that radio will be able to exert

the necessary impact to convince.

9. CONCLUSION

Finally we can say that, for efficiency of any promotional campaign it is very

important to determine the budget of the camping. Otherwise we will not be

able to determine the programs that will be executed during the campaign.

Here in our advertising and promotional campaign the budgeting and

programs has been properly determined so that it can reach to the target

audience with proper message.

10. BIBILIOGRAGHY Stoddard, Bob. Pepsi-Cola - 100 Years (1997), General Publishing

Group, Los Angeles, CA, USA

Pepsi Can Gallery

PepsiCo India

The Encyclopedia of Pepsi-Cola Collectibles

Beverage Digest, March 4, 2005 (PDF)

Pepsi World - FAQs - ADS & HISTORY

11. Reference

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www.pepsico.com

www.pepsitwist.com

www.transcombeverage.com

Beverage World Magazine, January 1998, "Celebrating a Century of

Refreshment: Pepsi — The First 100 Years"

Mary Bellis, about.com

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