Pepsi campaign
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Pepsi campaign






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    Pepsi campaign Pepsi campaign Presentation Transcript

    • Faculty
      • Prof. Sh. Dheeraj
      • Advertising
      • ITM- Kharghar
      • Executive MBA
      • Batch XIII
      • Name:-
      • Geeta Raut - 12
    • Youngistan Campaign
    • Indian Soft Drink Market 85% 15%
    • 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.
    • 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.
    • 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.
    • Products
    • 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.
    • 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.
      • Some of Pepsi’s 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 India’s youth, which is today keen to take the ropes and drive India,” says Punita Lal, executive director, marketing, PepsiCo.
    • 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”.
    • 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 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
    • 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.
    • 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.
    • Conclusion
      • As it’s earlier campaign’s Pepsi through ‘ Youngistan ’ campaign aims at capturing it’s target audience in another cool, funky, attractive way.
    • Source
      • .
      • Reference wikipedia.
      • Thankyou