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Pepsi campaign


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  • 1. Faculty
    • Prof. Sh. Dheeraj
    • Advertising
    • ITM- Kharghar
    • Executive MBA
    • Batch XIII
    • Name:-
    • Geeta Raut - 12
  • 2. Youngistan Campaign
  • 3. Indian Soft Drink Market 85% 15%
  • 4. About PepsiCo
    • PepsiCo is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories.
    • PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage companies.
    • PepsiCo India have invested more than U.S.$700 million since the company was established in the country in 1989.
  • 5. PepsiCo’s Profile
    • Revenues in 2007 was more than $39 billion.
    • Share in Indian carbonated soft drink market is
    • 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned.
    • PepsiCo’s 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 and indirect employment to 60,000 people including suppliers and distributors.
    • CEO : Mr.Sanjeev Chadha.
    • India Headquarters : Gurgaon.
  • 6. Brand Image of Pepsi
    • Pepsi is a brand that every youngster relates to.
    • But this definitely doesn’t mean that other age groups are not it’s user’s.
    • Thus Pepsi’s brand image is it’s hip, cool, lively and refreshing attitude.
  • 7. Products
  • 8. Advertising Strategy of Pepsi
    • Pepsi’s target audience are mostly teens and young adults and their advertising reflects this in every possible way.
    • The company changes its advertising strategy and image to reflect the target's interests.
    • Pepsi makes sure that the advertisements reflect to the target audience’s interests.
  • 9. CONTD…
    • The advertising strategy includes cool, hip promos to attract more of the target audience.
    • The 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.
  • 10.
    • Some of Pepsi’s successful Campaigns
  • 11. Yeh Dil maange more
  • 12. Bubbly Campaign
  • 13.
    • Youngistan Campaign
    • “ Yeh hai Youngistaan Meri Jaan “
  • 14.
    • 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 India’s youth, which is today keen to take the ropes and drive India,” says Punita Lal, executive director, marketing, PepsiCo.
  • 15. CONTD…
    • “ Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters.
    • Youngistan is not so much a place and it is a state of mind of today’s youth. “While the term is new, what it stands for – the GenNext attitude – is not new”.
  • 16. 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
  • 17. 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.
  • 18. Positioning
    • The campaign positioning was done on the basis of user approach i.e a personality based approach where a user’s 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
  • 19. 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.
  • 20. Youngistan T.V advertisement
  • 21. 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.
  • 22. Competitor’s for Youngistan.
    • Competition for Pepsi has always come from it’s arch rival Coco-Cola. Coke kept up with Pepsi’s 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 Pepsi’s “Youngistan” campaign.
  • 23. Conclusion
    • As it’s earlier campaign’s Pepsi through ‘ Youngistan ’ campaign aims at capturing it’s target audience in another cool, funky, attractive way.
  • 24. Source
    • .
    • Reference wikipedia.
  • 25.
    • Thankyou