HISTORY<br />Headquartered in Purchase, New York, PepsiCo, Inc (PEP) is one of the largest food and beverage companies in the world. It was first introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb Bradham, who made it at his pharmacy where the drink was sold. It was later named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy.<br />1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.<br />
PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards.
India is one of the top five markets in terms of growth of the soft drinks market. The per capita consumption of soft drinks in the country is estimated to be around 6 bottles per annum in the year 2003. It is very low compared to the corresponding figures in US (600+ bottles per annum). But being one of the fastest growing markets and by the sheer volumes, India is a promising market for soft drinks.<br />The major players in the soft drinks market in India are PepsiCo and Coca-Cola Co, like elsewhere in the world. Coca-Cola acquired a number of local brands like Limca, Gold Spot and Thums Up when it entered Indian market for the second time. Pepsi Co’s soft drink portfolio also consists of Miranda and 7Up along with Pepsi. The market share of each of the company is more or less the same, though there is a conflict in the estimates quoted by different sources <br />LOGO<br />The Pepsi logo is a simple globe with the Pepsi colors in the background and the word Pepsi in the foreground. Pepsi has changed its logo and its slogans a number of times since its introduction in 1898.<br />On June 16, 1903, the title Pepsi-Cola was trademarked and had since remained unchanged. But one aspect of Pepsi-Cola that witnessed many transformations over the years is the Pepsi logo. The Pepsi logo is one of the most famous and well-recognized logos in the world.<br />In 1898, Bradham used a scribbled logo script as the first Pepsi logo to brand the product. When his business got established and people started enjoying his drink, Bradham decided to modify the Pepsi logo into a more customized version of the previous logo script. Thus, in 1905, a modified script logo was introduced, followed by a second change in Pepsi logo in 1906 with the inclusion of the slogan, “The Original Pure Food Drink”, in it.<br />During the 1933’s sugar crisis, Loft, Inc. bought Pepsi-Cola. As part of their marketing strategy, Pepsi-Cola doubled the quantity of its drink from six-ounce package size to twelve-ounces for 10 cents. Thus, the slogan “Refreshing & Healthful” was added to the Pepsi logo, which was printed on the bottle. When the price for the twelve-ounce bottle dropped to 5 cents, Pepsi-Cola excluded that tagline from the Pepsi logo.<br />In 1940, Walter Mack, the CEO of Pepsi-Cola, adopted the idea of 12-oz. embossed bottle with “Pepsi-Cola” baked into the glass. He further developed the idea of introducing the new bottle design with crown, labeled with the Pepsi logo. In 1941, the Pepsi bottle crown colors were changed to red, white and blue, along with the Pepsi logo, to commemorate the war efforts of the country.<br />By 1943, the Pepsi logo adopted a “bottle cap” look that included the slogan, “Bigger Drink, Better Taste”. Later, in 1962, the Pepsi logo was replaced with two bulls-eye marks encircling “Pepsi”, and then again in 1973, into a boxed Pepsi logo with minor typeface changes.<br />In 1991, Pepsi commemorated the evolution of its scripted Pepsi logo by featuring a logo design with an italic capital typeface. Later at the company’s 100 years celebration in 1998, Pepsi-Cola unveiled a new logo that symbolized the brand’s innovation and global recognition. The new Pepsi logo consists of a three-dimensional globe against an ice blue background, with the inclusion of the previously designed Pepsi typeface. It has been the official Pepsi logo of PepsiCo, till date.<br />Over the past century, the Pepsi logo has been evolved into remarkable designs with significant modifications. All in all, Pepsi logo is an exemplary piece of creativity and innovation. No doubt, it is one of the most recognized logos, ever.<br />ADVERTISING BUDGET OF PEPSI CO IN INDIA<br />Pepsi also has the luxury to spend $225 million in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snack company in the world. <br />COMPETITORS OF PEPSI<br />OVERALL MARKET SHARE:<br />1. COCA-COLA 43.9%<br /> 2. PEPSI COLA 30.9% <br />3. CADBURY SCHWEPPES 14.5% <br />BREAKDOWN OF MARKET SHARE:<br /> 1. COCA-COLA CLASSIC 20.6% <br />2. PEPSI COLA 14.5% <br />3. DIET COKE 8.5% <br />4. MOUNTAIN DEW 6.3% <br />5. SPRITE 6.2% <br />6. DIET PEPSI 5.9% <br />7. 7-UP 2.3% <br />8. CAFFIENE FREE DIET COKE 1.8%<br /> 9. CAFFIENE FREE DIET PEPSI 1.0% <br />10. DR. PEPPER 0.6%<br />SLOGANS<br />A large advertisement made to resemble a Pepsi cup at Nickelodeon Universe in the Mall of America.<br />1939–1950: "Twice as Much for a Nickel"<br />1957–1958: "Say Pepsi, Please"<br />1958–1961: "Be Sociable, Have a Pepsi"<br />1981–1983: "Pepsi's got your taste for life"<br />1984-1988: "Diet Pepsi. The Choice of a New Generation"<br />1989-1992: "Diet Pepsi. The Taste That Beats Diet Coke"<br />1987–1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version of Bad)<br />1990–1991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right choice Baby UH HUH") (India)<br />1992–1993: "Be Young, Have Fun, Drink Pepsi"<br />1995: "Nothing Else is a Pepsi"<br />1996–1997: "Pepsi:There's nothing official about it" (During the Wills World Cup (cricket) held in India/Pakistan/Sri Lanka)<br />1997–1998: "Generation Next" - with the Spice Girls.<br />1998–1999: "It's the cola" (100th anniversary commercial)<br />1999–2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney Spears/commercial with Mary J. Blige)<br />1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more") (India)<br />2008–present: "Something For Everyone"<br />2009–present: "Refresh Everything"/"Every Generation Refreshes the World"<br />2009–present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country my baby")<br />2009–present: "My Pepsi My Way"(India)<br />2010–present: "Every Pepsi Refreshes The World"<br />BRAND AMBASSADORS OF PEPSI IN INDIA:<br />The ads for promoting Pepsi are done by numerous film stars. Endorsement of Pepsi by Bollywood stars adds more to the fame of this drink.<br />Pepsi first used Aamir Khan, model turned actress Mahima Chaudhary and model and ex-Miss World Aishwariya Rai to promote its product.Later it used Amitabh Bachchan, Shahrukh Khan, Kajol, Rani Mukherjee, Saif Ali Khan, Fardeen Khan, Akshay Kumar, Shahid Kapur (before he entered the movie world), Preity Zinta, John Abraham, Priyanka Chopra, and Kareena Kapoor as well as the national cricket team.<br />
Brand ambassadors of Pepsi in India nowadays:
Ranbir kapoor, Deepika Padukone, MS Dhoni, Virender Sehwag, Ishant Sharma, Robin Uthappa for Pepsi cola
The slogan was coined as a tagline for a Pepsi television advertisement series that first ran in December 1998 and sought to establish Pepsi as a strong brand with Indian youth. It was a continuation of Pepsi's advertising campaign in the mid-to-late nineties, which it had initially launched as an ambush marketing effort against Coca Cola during the 1996 Cricket World Cup. The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar, Aamir Khan and Amitabh Bachchan. The catchphrase became a runaway success and other business entities sought to appropriate it in their messaging. Pepsi litigated actively to assert an exclusive right to use the slogan.
The campaign targets teens and young adults of metros and phase II cities.
The campaign attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through the advertisement.
Targeting StrategyThe 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.
The campaign positioning is 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.
Pepsi has taken the whole Youngistan concept to a whole new level online first came the Youngistan Ad then the show “Wassup Youngistan” with MTV India and now a whole virtual world of Youngistan. For the Youngistan Campaign they have created a whole micro site depicting Youngistan as seen in the pic what's more is the presence of Pizza Hut, PVR and MTV in this micro site all of whom are actually youth brands and that might be the reason for this co branding exercise. The virtual Youngistan offers mobile theme downloads, offers personalized Youngistan Pizza Hut cards offering discounts, offers Youngistan tips in the pathshala (school) and offers look at Pepsi ads.Pepsi has a Pepsi zone at Yahoo India which they had utilized very well during their My can Marketing campaign which garnered nearly 4 million page views during campaign period for them and they have used the same micro site again. Overall its a brilliant effort to build a community around the brand Pepsi and is a great use of internet as a marketing platform but best of lot is the term Youngistan through which it is trying to reach out to urban youth and the rebel theme interestingly according to Pepsi "Youngistaan" is the expression given to individuality – the need to do one’s own thing and they have managed to make this term stick. Most interesting was the use of Rediff to market a site hosted on Yahoo India seems like trying to get the best of both worlds but nevertheless these campaigns means that Pepsi is the most savvy Indian brand in terms of using Internet marketing.<br />RISE<br />During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle "Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you," arranged in such a way that the jingle never ends. Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces per bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.<br />