<ul><li>PepsiCo is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories. </li></ul><ul><li>PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage companies. </li></ul><ul><li>PepsiCo India and its partners have invested more than U.S.$700 million since the company was established in the country in 1989. </li></ul>
<ul><li>Pepsi’s target audience are mostly teens and young adults and their advertising reflects this in every possible way. </li></ul><ul><li>The company changes its advertising strategy and image to reflect the target's interests. </li></ul><ul><li>Pepsi makes sure that the advertisements reflect to the target audience’s interests and nostalgia. </li></ul>
<ul><li>The advertising strategy includes cool, hip promos to attract more of the target audience. </li></ul><ul><li>The advertising is mostly creative and has different elements like music and sports other than bollywood. </li></ul><ul><li>Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc.. </li></ul>
<ul><li>Some of Pepsi’s successful Campaigns </li></ul>
<ul><li>Youngistan Campaign </li></ul><ul><li>“ Yeh hai Youngistaan Meri Jaan “ </li></ul>
<ul><li>About Youngistan </li></ul><ul><li>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. </li></ul><ul><li>“ 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. </li></ul>
<ul><li>“ Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters. </li></ul><ul><li>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”. </li></ul>
<ul><li>Demographics: The Campaign targets teens and young adults of metros and phase II cities. </li></ul><ul><li>Psychographics: The campaign attempts to capture the youth of today by focusing on their personality,lifestyle and attitude of youth through the advertisement </li></ul>
<ul><li>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. </li></ul>
<ul><li>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. </li></ul><ul><li>For this campaign Pepsi used the three most popular celebrities of the last year i.e Shahrukh Khan, Ranbir Kapoor, Deepika Padukone </li></ul>
<ul><li>The campaign was first launched on T.V during the tri-series matches in February. </li></ul><ul><li>The campaign is launched with a 360-degree activation across radio, outdoor, modern trade, Web and wireless platforms. </li></ul><ul><li>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. </li></ul><ul><li>Pepsi Youngistan is also sponsoring ‘‘ Wassup Youngistan ” on MTV, a show where youth can voice their thoughts. </li></ul>
<ul><li>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. </li></ul>
<ul><li>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. </li></ul><ul><li>Sprite, a subsidiary of Coco-Cola company has also launched an ad campaign called “ Hindustan ”, mocking the Pepsi’s “Youngistan” campaign. </li></ul>
<ul><li>As it’s earlier campaign’s Pepsi through ‘ Youngistan ’ campaign aims at capturing it’s target audience in another cool, funky, attractive way. </li></ul>
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