Product and brand management concepts of the brand across different culture Prepared by students of IMI Bhubaneswar

2. Carbonated
soft drink
Variants Ingredients

3. Brand Identity Prism

4. Product Line

5. Packaging
Pepsi throwback cans (2009)

6. Packaging
King of pop cans (2012)

7. Packaging
#pepsimoji Cans

8. Packaging
120th Anniversary retro can

9. Packaging
Year of the dog Cans

10. CBBE Model

11. Branding Across Borders : Pre-Requisites
1. Make sure you have a market and demand.
2. Ensure effective and efficient delivery if production
happens at a different place.
3. Re-examine your business objectives and goals.
4. Make good promotions and do changes to your brand
name logo etc., if required.
5. Understand the packaging requirements.
6. Register trademark and adhere to proper legal
compulsions.

12. Pepsi Logos Throughout the Years

13. •1950–1957: "Any Weather is Pepsi Weather“
•1964–1967: "Come Alive, You're in the Pepsi
Generation“
•1977–1980: "Join the Pepsi People (Feeling Free)“
•1980–1981: "Catch That Pepsi Spirit“
•1984–1988 and 1990-1991: "Pepsi. The Choice of a
New Generation"
•1992–1993: "Be Young, Have Fun, Drink Pepsi“
•1996: "Change The Script“
•1997–1998: "Generation Next“
•1998–1999: "It's the cola" (100th anniversary commercial)
Pepsi Slogans Throughout the Years
•1999–2000: "For Those Who Think
Young"/"The Joy of Pepsi-Cola“
•2003: "Its the Cola"/"Dare for More“
•2006–2007: "Why You Doggin' Me"/"Taste the
one that's forever young“
•2007–2008: "More Happy"/"Taste the one
that's forever young“
•2008: "Pepsi is #1“
•2012: "Live For Now“
•2012: "Change The Game“
•2012: "The Best Drink Created Worldwide"

14. Brand Equity
 Brand Awareness
 Brand Association
 Brand Loyalty
 Brand Asset
 Brand Element
Equity is derived from people’s willingness to pay a premium for the
brand and an unwillingness to accept substitutes.

16. Identify and Establish Brand Positioning and
value
Global Target Market :
 Male and female
 16-45
 Think of themselves as youthful
 Forward thinking
 Middle class, middle income
 High school plus educated
 Rural and urban dwellers
Pepsi – Global Brand Positioning
Category : Soft drink, more specifically Cola

17. Pepsi’s Global Positioning
“Coke, represents happiness and moments of joy, while it protects
culture and maintains the status quo. Pepsi, on the other hand,
wants to create culture and embrace individuality. For Pepsi’s
loyalists, leading an exciting life is much more important than
leading a happy one”
Mr. Jakeman said.
Pepsi’s Brand positioning has finally always been as a refreshing
cola drink for the youth, just about every social occasion.

18. Pepsi's POD
• Their forward thinking attitude.
• Pepsi has the image of being action oriented.
• I think that a large part of their target audience associate
themselves with the brand because of that image.
• Sweeter tasting cola with citrus undertones
• Iconic and relevant brand portfolio.
• Associated with adventure and fun.

19. Pepsi's POP
• Their wide selection to fit every lifestyle of
consumer
• They have regular pepsi, pepsi max with more
caffeine, pepsi cherry vanilla, caffeine free
pepsi, diet pepsi and pepsi zero to name a few.
• Pepsi also considers themselves the bold,
refreshing, robust cola which Coke and other
colas could also claim. These points of parity
are product differentiations.
Of course, Pepsi's main competitor is Coke who is in the
same category and has a very similar target audience.

20. Mental Map

21. Global Brand Personality
 Pepsi has always had a young target audience.
 Many of their ads were historically targeted at teens and even pre-teens
 Injected with fun, sports and most often, music.
 Pepsi has leveraged all manner of musical celebrities over the years.
 Male, 16-45, young in attitude/hip, cheerful, forward looking, active and
middle class.

22. Marketing
campaigns
Har Ghoont Mein
Swag

23. Brand Building
Strategy

25. Pepsi Across the Borders
Pepsi
United Kingdom Pakistan India China Australia

26. Pepsi Across United Kingdom
 Pepsi Max Ginger
 Pepsi Max Cherry
 Pepsi Max Raspberry

27. Pepsi Max UK wins 06-second taste challenge
Pepsi Across United Kingdom

28.  USP:
• Sweeter taste
• Mainstream celebrities of
Pakistan for Pepsi’s promotion.
 Pricing Strategy:
• Pricing according to international
market.
• Price was kept neither low nor
high in Pakistan.
Pepsi Across Pakistan

29.  Promotional Strategy:
• Official sponsors of Pakistan cricket team
• Launching a number of prize schemes
• TPR is a promotional strategy of Pepsi on Ramzan and
Eid.
 Competitive Strategy:
• 53% Market share in Pakistan
• Extension of product line for the competition
• Availability in all possible distribution channels.
Pepsi Across Pakistan

31. Pepsi Across India
Pepsi : IPL 2015

32. Pepsi Across India
Pepsi Variation

35. Pepsi Across
Australia
Pepsi
Pepsi Max
Pepsi Next

36. Target Market
 Age: 16-29
 To target the consumer who want to drink diet cola
but don’t as they feel the taste does not compare to
full strength to cola
 Campaign:
“ Cool the burn campaign ”
 Mode for Promotion:
 Social media
 TV Advertisement: Channel 7mate

39. PEPSI ACROSS CHINA
• Osmanthus flavored drink mostly to target local culture and comfort
• Chinese customers are really proud of their own culture so pepsi
wanted to connect with their culture for all the local customers
• Wanted to do the promotions using various social media platforms .
• Also followed free sampling strategy to understand the exact demand
and the exact understanding of the product .

40. Pepsi Across China

41. Pepsi goes Local
in China

42. Brand Globally: BOON or BANE?
1. Economies of scale
2. Lower Marketing costs
3. Strong competitive
advantage
4. Increased PLC
5. Global customers
6. Uniform brand image
1. Demand uncertainty
2. Preference of Local
Brands
3. Government or legal
restrictions
4. Stiff competition
BOON BANE

43. 43
 Interestingly, Pepsi comes in some unusual flavors around
the world. Ice Cucumber, French Chestnut Dessert,
Monkey-Bread Fruit are some of them. Pepsi even
introduced a salty watermelon flavor in Japan for a while.
 Pepsi-Cola was the first American product to be
manufactured, marketed, and sold in the soviet union.
 Pepsi was the first soft drink company to use two-liter
(2L) bottles.
 Pepsi has sponsored many international events
such as ICC cricket world cup, FIFA world cup 2015
and many others which enhanced its brand equity.
 From brands such as Pepsi, Mirinda, Mountain Dew, 7UP,
Uncle Chips, Quaker and Tropicana, to India's favorite crisp,
Lays and Kurkure, these brands are what makes uniquely
PepsiCo.

44. Thank You!