HISTORY OF PEPSI

Pepsi was first made in New Bern, North Carolina, in the United states.
It was made by pharmacist Caleb Bradham in early 1898.

In 1898, "Brad's drink" was changed to "PepsiCola" and later trademarked on June 16, 1903.

INTRODUCTION OF AQUAFINA
A product of PepsiCo. First introduced in 1988. Top bottled water in U.S Short history in Pakistan November 19,2005 Lahore and adjoining areas. It is currently distributed in United States, Canada, Turkey Vietnam Pakistan and India.

AQUAFINA PLANT
Aquafina Pakistans PepsiCo's own purification system, which it calls HydRO-7, that includes charcoal filtration, reverse osmosis and Ozonation. PepsiCo states in marketing material that this system removes substances that may be in other brands of bottled water.

CONTENTS
1. 2. 3. 4. 5. 6. Analysis of the advertisement Target market/audience Appeal of Advertisement Execution style Influences the behavior of the target audience Conclusion

ANALYSIS OF THE ADVERTISEMENT

CORE BENEFITS 1. Purity Guaranteed 2. Dependability On Mother Brand Pepsi 3. Education Of Audience 4. Performance By Oxygenation

MARKETING STRATEGY
In this ad sender is Differentiating their product and trying to take competitive advantage through their unique filtration process. By this statement sender is trying to take a competitive edge that nobody else has 7-Step Purification System. Aquafina is also trying to have a benefit by using mother brand guarantee PEPSI.

TARGET MARKET
Demographic Age - > 12 years Income - >INR 20,000 Generation - Generation Y, X

Psychographic Personality Sincere, Sophisticated Life Style Health Conscious, Hygiene Sensitive
Behavioral Loyalty Status Shifting loyal Readiness Stage Informed/interested Attitude towards product - Positive

POSITIONING STRATEGY
Aquafina positioning by its product attributes and benefits
Pepsi is arising the need because they are positioning the product as Nothing But Just Pure Water

APPEALS IN ADVERTISEMENT
1. Personal Appeal
Personal Appeal drives individuals to purchase products include safety and fear from germs.

2. Informational/Rational Appeal
This ad focuses on physical benefits like purity, cleanliness, unique filtration method which this appeal says.

3. Brand Appeal
Aquafina uses its mother brand appeal for the purity guarantee of Aquafina

EXECUTION STYLE
Straight Sell Child is a symbol of purity and they relate its well with the positioning of their product. It is a beautiful executed ad in which two cute kids explaining the purification process of Aquafina. The way kids describe purification process of Aquafina, it involves the audience and get credibility.

INFLUENCES THE BEHAVIOR OF THE TARGET AUDIENCE

It has quite positively influenced the behavior of the consumers. By using the kids in the advertisement creates an interest in the mind of the audience. demographical study of Pakistan and the population survey which are the clear indicators that a high percentage of population is of youngsters and they are influenced by the advertisement.

CONTD
demographical study of Pakistan and the population survey which are the clear indicators that a high percentage of population is of youngsters and they are influenced by the advertisement.

CONTD
It has quite successfully communicated the 7 step process which is their competitive advantage. It has made people think of health and hygiene. Another influencing factor is the name of the mother brand PEPSI which assures the consumers the quality and purity of the brand.

A SUCCESSFUL ATTEMPT OR NOT

So we can safely affirm that it was a successful attempt on behalf of Aquafina as this advertisement is in the mind of every individual and pretty vibrant across Pakistan due to the cute performance of the adolescents.