Brand management ppt of pepsico brand 2022

1. ANANNYA 5266
HARSH BANG 5234
GAUTAM 5246
SAKSHI 5309
SHRIKANT 5252

2. Pepsi is a carbonated soft drink produced and manufactured by “Pepsi
co.”
The drink was first made in 1890...How did the name “Pepsi” originate?
“Pepsi” is taken from pepsin, a digestive enzyme used in Bradham's
original formula.
SLOGANS OF PEPSI
• 1990-1991 : “ Yehi hai right choice baby”
• 1999–2006: "Yeh Dil Maange More!"
• 2003- 2005 : Ye pyaas h...
• 2012: “Live for Now”

3. The different logo’s that Pepsi has had
over the years.

4. Option in branding
Content for the
past four years,
Coca Cola had
retained this spot
with Pepsi
playing a close
second fiddle.
In Brand Keys’ 21st
Annual Customer
Loyalty
Engagement Index,
PepsiCo usurped
Coca Cola and
gained the top
spot as the most
loyal regular soda
brand.
The company
spent a
significant
portion of its
marketing budget
on a Super Bowl
sponsorship in
2015, including
sponsorship of
the half time
show.
PepsiCo also
piloted its “Pepsi
Emoji” campaign
last year in
Canada and other
markets and will
execute this idea
globally in the
summer of 2016.
The company
appointed its first
ever Chief Design
Officer in 2012 and
has been using
innovation through
design to identify new
opportunities to
promote its product
platforms and brands
in what it terms the
“society of future”,
one that is influenced
by social media.

5. 1. Positioning of Pepsi
•Pepsi has always targeted the
youth segment.
•The changing demands and
sentiments of the younger
generation in the country have
resulted in changes in the
positioning of Pepsi.
•This can be observed from the
changes in the taglines, logo,
advertisement messages and means
of communication of messages. 3. Other initiatives/incidents affecting Brand
Image
• The setting up of an agricultural research centre
in India was one such measure. PepsiCo also
helped in the setting up of food and vegetable
processing plants in Punjab which provided
employment to farmers in the region.
2. Distribution network
•A strong distribution network has
gone a long way in making sure that
the marketing strategies have been
converted to actual sales.
• In addition to branding strategies,
the company also comes up with
promotional strategies from time to
time (E.g. freebies with its 2L packs).
These further help in boosting the
sales of the product.

6. TYPES OF BRANDING STRATEGY
Pepsico has positioned its brand and products very well in the market. With 22
brands in its current portfolio, Pepsico offers snacks and drinks with low-
calorie and nutritious choices aside from their regular soda products.
Position yourself well
Pepsi also continues to invest in the packaging and quality of their
products to stay top of mind. They have also expanded their product
offerings by adding more nutritious options for their health-conscious
consumers.
Be innovative
As important as it is to connect with customers online, it also
essential to have a good digital marketing strategy in place. One
reason why Pepsi is still top of mind is that their digital campaigns
always make a mark on their target market.
Focus on digital marketing

7. Brand portfolio
• A brand portfolio is known as the leading brand of a
company that covers all other brands or companies
operated by a company
• The company uses a brand portfolio for marketing
purposes and to help in boosting the sales of their other
brand’s products.
• PepsiCo owns brands such as Pepsi, Lays, Kurkure,
Mirinda, Mountain Dew, 7UP, Uncle Chips, Quaker ,
Doritos etc.
• Brand portfolio of PepsiCo consists of snacks, soft drinks,
juices, grains which encompasses world famous brands .

8. • Of PepsiCo’s 16 billion dollar
beverage brands, 10 are
carbonated (called sparkling) and
6 are non-carbonated.
• From all famous brands owned
by PepsiCo, Pepsi is PepsiCo's
most Prominent and valuable
brand.
• Pepsi is sold in over 200 countries
and generates more than $20
billion a year in revenue.
• PepsiCo has 16 billion-dollar
beverage brands and 7 billion-
dollar food brands.

9. BRAND EXTENSION
• PepsiCo has effectively fabricated a solid online presence with the utilization of internet-based life
systems, for example, Facebook, Twitter, Google, Instagram, Pinterest and numerous other online
stages.
• The Pepsi brand is known for utilizing online networking advertising to acquire significant
knowledge about its customers. It has tried various platforms including print and digital media,
social media, philanthropic activities, athletic and event sponsorship, grassroots marketing as well
as product sampling and super bowl commercials to promote its new product introductions and
brand extensions
BRAND RELAUNCH
• Relaunching PepsiCo India’s snack Kurkure with brand new wrapper detailing ingredients and expanding
range of flavors has significantly improved the growth of the brand, says a company official.
• The recent relaunch was an attempt to dispel rumors that Kurkure was made of plastic.06-Aug-
2017PepsiCo India and Bharti Airtel are set to relaunch an earlier co-branding pact under which prepaid
users of the Sunil Mittal-led telco will get upto 2GB of complimentary 4G data on purchase of Lay’s,
Kurkure, Uncle Chipps and Doritos snack packs

10. Brand proliferation
• These initiatives include a smart bottle for Gatorade, the
emoji’s campaign, and the dedication of 40% of its Super
Bowl advertising budget on digital media.
• The company is looking to innovate and adapt itself to the
changing needs of the consumers.
Rejuvenation
• Brands need to keep up with the fast-paced society and
sustain a business model with the brand values built in it.
Only then will your brand survive in this digital world.
• A brand success story begins when you measure the brand
equity of the market share. It could be the growth of the
business or the increase share taken up in the broader
industry.
• Rather than focus exclusively on categories where other
companies are growing fast, companies should consider
how they can rejuvenate core businesses.
• Brands need to become a lifestyle in order to stay
timeless.