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Ssm ganesh
 

Ssm ganesh

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    Ssm ganesh Ssm ganesh Presentation Transcript

    •  
    • Youngistan Campaign
    • 85% 15%
      • 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 and its partners have invested more than U.S.$700 million since the company was established in the country in 1989.
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      • 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 and nostalgia.
      • 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.
      • 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..
      • Some of Pepsi’s successful Campaigns
    • Yeh Dil maange more
    •  
      • 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.
      • “ 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”.
      • 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
      • 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.
      • 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
      • The campaign was first launched on T.V during the tri-series matches in February.
      • The campaign is launched with a 360-degree activation across radio, outdoor, modern trade, 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
      • 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.
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      • 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.
      • As it’s earlier campaign’s Pepsi through ‘ Youngistan ’ campaign aims at capturing it’s target audience in another cool, funky, attractive way.