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http://www.financialexpress.com/news/pepsi-gears-up-for-fresh-advertising-strategy/335751/3

For several years the main consumers ofPEPSI were teenagers and young adults.Most of its advertisings used teenagerpresenters or superstars who were hero ofyoung people.pepsi emphasies on targeting some stars from the

showbiz and cricket industries to plan there advertishingstrategies like now they target the youngsters as their target market so they hire ranver kapoor and depikapadurkor, as they are new in the industry so will targetmore audience, also cricketers like isnant Sharma androhit Sharma as the youngster criecketers. “Young cinestars Deepika Padukone and Ranbir Kapoor now star

in Pepsi Youngistan campaign.

Although, there are not many successfulproducts and not everyone remembers thembut PEPSI advertisings are different becausemost of their customers are repeatconsumers. Therefore, this report will discussthe advertising strategies of PEPSI and how it







stands as one of the leaders of the cola beverage industry. Advertising is a common means used bymany organizations or companies all overthe world to make their products orservices well know and are easier to besold ... They also present many kind of tasteof its products that make customers have

more choice. Summary Even today Pepsi isthe one of leader of beverage industry butit still follow the Coca-Cola so it has to doevery way to gain more market share andkeep its position in the top of colabeverage . In currently a new target group forPepsi is gay. example nowadays Pepsi Cohas launched a new game called "PEPSIFOOT"? for mobile phone, the game is afantasy soccer game where players build avirtual team based on real life soccer playersand challenge each others team to cyber face-offs via SMS

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The situation is both Coke and Pepsi are tryingto gain market share in this beverage market,which is valued at over $30 billion a year

Both companies have also relied on findingnew markets, especially in foreign countries. Inthe foreign markets, Coke has been moresuccessful than Pepsi. For example, in EasternEurope, Pepsi has relied on a barter systemthat proved to fail. However, in certaincountries that allow direct comparison, Pepsihas beat Coke

For Coke, changing their original formula andintroducing it as “New Coke” was a majorfailure. The new formula hurt Coke asconsumers requested Classic Cokes’ return.Pepsi has also had its share of failures. Someof their failures included: Pepsi Light, PepsiFree, Pepsi AM, and Crystal Pepsi.



They have to always be creating and updatingtheir marketing plans and productsMy recommendation is to make sure the

company is always doing market research.

http://www.freeessays.cc/db/29/mul22.shtml

For advertising, and sales promotion it used printedand electronic media. Every newspaper andmagazine carry Pepsi advertisements.Advertisement of Pepsi are eye catching and

attractive. Through advertising it informs theconsumer about new brands and flavours. Pepsidesigns its sales promotion strategies andadvertisement campaign focusing strictly on thetarget markets. Pepsi has been catching the trends





of society. National songs by bands like “VitalSigns”, “Awaaz”, “Junoon” and “Strings” were thekeys in their advertisement campaign. Sponsoring

the pop industry and the cricketing team helpedPepsi hit right on target of their primary marketwhich consists of teenagers.

http://www.amazines.com/Business/article_detail.cfm/204536?articleid=204536

http://www.writework.com/essay/evaluation-coca-cola-s-advertising-strategy

cokeIn the recent times the company had suffered serioussetbacks with a number of controversial and negativeallegations leveled against it. Coke was increasingly

being associated with health hazards and was under threat in many of its key markets.In 2004, Neville Isdell, Coke Chairman and CEOdevised a plan to revive Coke











The case enables students to appreciate the advertisingcampaigns that helped build the Coca-Cola Companyinto a strong brand

http://ibscdc.org/Case_Studies/Marketing/Marketing%20Strategies/MKS0084C.htm

Coca-Cola advertising has always reflected the mood of the time andhas the ability to communicate well with its audience, something whicha lot of brands fail to do. Although Coca-Cola may be criticised forbeing unhealthy, its success over many generations has proved that itsconsumers are loyal to the brand (especially in the USA where theCoke brand is seen as a "Great American Brand" similar to Microsoftand Chevrolet).Modern Coca-Cola adverts tend to use themes from earlier ones, forexample Christmas Coca-Cola adverts still use Santa Claus, a recurringtheme in Coke advertising since 1903.

One of the most memorable failures of Coke advertising was theintroduction of "New Coke" in the mid-1980s which was a totalreformulation of Coca-Cola and proved to be so unpopular no amount

of advertising could save it: Coca-Cola advertising in the 20th centurywas mostly successful. In the 1960s-1980s the company largely usedmovie stars and sporting heroes to promote the brand on a variety of media such as TV and billboard advertising. In the 1970s, the themesong I'd Like To Teach The World To Sing from a Coke advert was so popular it became a hit single.

N o w a d a y s b o t h c o k e a n d P e p s i a r e g o i n g i n f o r B r a n d A m b a s s a d o r st o p r o m o t e t h e i r p r o d u c t . T h e s e b r a n d a m b a s s a d o r s a r e f a m o u sp e o p l e w h o u s u a l l y p e o p l e i d o l i z e a n d p e o p l e c a n r e l a t e t o t h e m .T h e f o l l o w i n g p i c t u r e s d o n o t n e e d a n y e x p l a n a t i o n a s p e o p l e a r ef a m i l i a r w i t h t h e c e l e b r i t i e s a n d c a n t h u s q u i c k l y i d e n t i f y w i t h t h ep r o d u c t .







B o t h t h e c o m p a n i e s P e p s i a n d c o k e a r e f a m o u s f o r t h e i rp r o m o t i o n s . T h e r i v a l r y w a s f i r s t s t a r t e d w h e n P e p s i s t a r t e d w i t hi t s b l i n d t a s t e t e s t s k n o w n a s t h e P e p s i C h a l l e n g e T h e c h a l l e n g e

i s des ig ned to be a d i r ec t r es pon se to c r i t i c s who a l l e ge tha tC o c a - C o l a a n d P e p s i - C o l a a r e i d e n t i c a l d r i n k s , w i t h n omea nin gfu l d i ff e re nce s . The cha l le nge t akes the fo r m o f a t a s tetes t . At mal l s , sho ppi ng cen te r s and o ther pub l ic loca t ion s , aPep s i r ep res en t a t i ve se t s up a t ab le wi t h two b lank cups , onec o n t a i n in g P e p s i a n d o n e w i t h C o k e . S h o p p e r s a r e e n c o u r a ge d t otas te bo t h co l as , and the n se l ec t which d r in k the y p re fe r . The nthe r epre sen ta t ive r evea l s the two bo t t l e s so the t a s t e r can seewhe the r the y p re fe r r ed Cok e o r Pep s i . I f Pep s i i s r ev ea l ed , thesh opp er i s g iv en a sma l l p r i ze . The imp l ica t io n i s tha t Pep s it a s t e s b e t t e r t h a n C o k e , a n d t h u s c o n s u m e r s s h o u l d p u r c h a s e

P e p s i .

I n b l i n d t a s t e t e s t s , m o r e c o n s u m e r s p r e f e r t h e t a s t e o f P e p s i t o t h a to f C o c a - C o l a . B e c a u s e C o k e w a s t h e h i s t o r i c a l l e a d e r, m o r e p e o p l ee x p e c t e d t h a t t h e y ' d p r e f e r a n d s e l e c t C o k e . T h e i r s u r p r i s e a tp i c k i n g P e p s i i n t h e b l i n d t a s t e t e s t ( p r o d u c t s w e r e s e r v e d i nu n m a r k e d c u p s ) h e l p e d c h a n g e t h e i r m i n d s a b o u t w h i c h p r o d u c t t h e yp r e f e r. C a p t u r i n g t h i s o n f i l m , P e p s i t u r n e d t h i s i n t o a m e m o r a b l eT V c a m p a i g n t h a t l a s t e d m a n y y e a r s .

=Competitors:

All over world there are two soft drink giants, Coke and Pepsi . The competition

between two companies has always been neck to neck. Both these companies keep

on try to take lead in terms of pricing, packaging, promoting and placing.

Pepsi is a world leader in convenient foods and beverages, with revenues of about

$27 billion and over 143,000 employees. Pepsi brands are available in nearly 200

countries and territories. As we compare the products of these two competitors we



come to know that Coke has two flavors in Pakistan that is coke plain and coke

diet where as similar is the case with Pepsi as only these two flavors are available

of Pepsi as well. So in this perspective both parties have equal strength. However

competition is at its peak in terms of pricing. So many times we see that as soon as

Pepsi lower downs the price of 1 liter pet bottle or disposable drink, Coke adjusts

its price right away so that they may not loose their customers. Although both

these brands have sufficient amount of buyers all over the world but still both the

companies strive to achieve the market leader position. Coke even after 99

successful years in US still trying best to be more innovative. Coke manufacturers

spent two years and 4 Million $ on research before settling on a new formula and

finally came up with “more sweeter new coke” and later on with “cherry coke”.

Companies make all these efforts to give more customer value and satisfaction

than its competitors.

In Pakistan recently a few other beverages are also introduced such as Mecca-Colaand Amrat-Cola but currently these soft drinks are not a threat for coke due totheir very low market share and secondly due to brand loyalty of customers for coke

Advertisements with catchy slogans.

Coca-Cola enjoys

Always Coca-Cola .

Eat Cricket, sleep cricket, and drink Coca-Cola .



Sponsorship:

Sports e.g. cricket matches and hockey.

Events e.g. basant festivals.

Concerts.

Artist album e.g.Arar-ul-Haq.

Prize schemes:

Coca-Cola glasses.

Bicycles.

TV (16’, 21’.28’)

Prize cuts from time to time.

Ramadan offer.

Eid offer.

Buy one get one free.

Anniversary offer.

Independence Day offered.



Billboard –electronic sign board.

In major public areas, kalma chowk multan.

At centre point.etc.

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