PEPSI ADVERTISING STRATEGY

ABOUT PEPSICO
PepsiCo
is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories. entered India in 1989 and has grown to become the countrys largest selling food and beverage companies. India have invested more than U.S.$700 million since the company was established in the country in 1989.

PepsiCo

PepsiCo

PEPSICOS PROFILE

Revenues in 2013 was more than $66.42 billion. Share in Indian carbonated soft drink market is 85% 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned.

PepsiCos Frito Lay snack division has 3 state of the art plants.
It has more than 2,78,000 employees across the world.

In India, PepsiCo provides direct employment to 6400 people and indirect employment to 2,0,000 people including suppliers and distributors.
CEO : Mr.D. Shivakumar India Headquarters : Gurgaon.

INDIAN SOFT DRINK MARKET

15%
Carbonated Non Carbonated

85%

Youngistan Campaign

BRAND IMAGE OF PEPSI

Pepsi is a brand that every youngster relates to.

But this
definitely doesnt mean that other age groups are not its users.

Thus Pepsis brand image is its hip, cool, lively and refreshing
attitude.

PRODUCTS

ADVERTISING STRATEGY OF PEPSI

Pepsis
target audience are mostly teens and young adults and their advertising reflects this in every possible way. company changes its advertising strategy and image to reflect the target's interests. makes sure that the advertisements reflect to the target audiences interests.

The

Pepsi

CONTD
The
advertising strategy includes cool, hip promos to attract more of the target audience. advertising is mostly creative and has different elements like music and sports other than bollywood. also plays an important role in advertising and attracts target audience by giving access to options like downloads.

The

Pepsi.com

Some of Pepsis successful Campaigns

Yeh Dil maange more

BUBBLY CAMPAIGN

Youngistan Campaign
Yeh hai Youngistaan Meri Jaan

About Youngistan
This campaign has two new celebrities Ranbir
Kapoor and Deepika Padukone who acted in the two most-talked about Hindi films in 2007, to accompany brand ambassador Shah Rukh Khan.

This time we wanted an all-encompassing

theme. Youngistan reflects the mood of Indias youth, which is today keen to take the ropes and drive India, says Punita Lal, executive director, marketing, PepsiCo.

 Youngistan, hopes to cash in on the buzz surrounding

todays youngsters.

Youngistan is not so much a place and it is a state of mind

of todays youth. While the term is new, what it stands for the GenNext attitude is not new.

SEGMENTING PATTERN
Demographics: The Campaign targets teens and
young adults of metros and phase II cities.

Psychographics:

The campaign attempts to capture the youth of today by focusing on their personality,lifestyle and attitude of youth through the advertisement

TARGETING STRATEGY

The Youngistaan Campaign uses

undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.

POSITIONING
The campaign positioning was done on the basis of user
approach i.e a personality based approach where a users image or association rubs off on the brand image. The user could be a celebrity or an ordinary user.

For this campaign Pepsi used the three most popular

celebrities of the last year i.e Shahrukh Khan, Ranbir Kapoor, Deepika Padukone

PLACEMENT OF THE CAMPAIGN

The campaign was first launched on T.V during the tri-series
matches in February.

The campaign was launched across radio, outdoor, Web and wireless platforms.

Pepsi has launched a website for Youngistan inside the Pepsi

Cool Zone and is planning to make it a responsive peer group site where youngsters can visit and make comments on any topic.

Pepsi Youngistan is also sponsoring Wassup Youngistan on

MTV, a show where youth can voice their thoughts.

Youngistan T.V advertisement

ADVERTISING AGENCY FOR YOUNGISTAN

JWT ( J. Walter Thompson), ranks as the largest
advertising agency brand in the U.S. and as the fourth-largest full service network in the world. It was the first agency to be associated with anthropology and the study of consumer behavior.

COMPETITORS FOR YOUNGISTAN.

Competition for Pepsi has always come from its arch
rival Coco-Cola. Coke kept up with Pepsis Youngistan by launching a campaign Jashn Mana le staring Hrithik Roshan.

Sprite, a subsidiary of Coco-Cola company has also

launched an ad campaign called Hindustan, mocking the Pepsis Youngistan campaign.

CONCLUSION As its earlier campaigns

Pepsi through its Youngistan and Change the Game campaign aims at capturing its target audience in another cool, funky, attractive way.

SOURCE
www.google.co.in www.authorstream.com. Reference wikipedia.

Thankyou