Coke Pepsi and IPL

1,589 views

Published on

Can Coke steal Pepsi IPL Thunder- A presentation based on Brand Equity

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,589
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Coke Pepsi and IPL

  1. 1. Coke Pepsi , &
  2. 2. 1996 Indian World cup remember of Pepsi’s Nothing Official About it’campaign to Combat Coke’s sponsor ship of the event. The ambush marketing.
  3. 3. PepsicCo bagged titlesponsorship of IPL for nextfive years for Rs.397 crore
  4. 4. Pepsi made a hefty outlaytowards title right is a big risk in the current unpredictable economic scenario
  5. 5. Sponsorship is only a license to spentand need to allocate minimum 100% of the money it spent to buy the sponsorship rights to leverage theassociation through advertising and the on ground events
  6. 6. Right of the propertyshould be back it up with all round exposure andpreempt any threat fromthe competition trying to ambush the opportunity
  7. 7. Title sponsorship allows exclusivity rights with respect to the contract signed with the BCCI
  8. 8. With stringent laws in place, an ambushmay not be as effective this time around. Coca-cola will have to navigate ever-tighter protection of rights, and come up with something truly creative without using official branding and stars
  9. 9. While Pepsi uses media and TV, Coke canreinvent its battle through point of purchaseactions, precisely the distribution game with
  10. 10. Digital and social media usage is a bigopportunity. Ambush via digital could startby creating strong online cricket propertieslike fantasy leagues, gaming debates and contest
  11. 11. As long as the content is captivating consumer willengage regardless of whetherthe brand is a IPL sponsor or not
  12. 12. Now Pepsi officials are in a huddle with their creative and activationpartners to crack the big idea for the brand
  13. 13. The coke team will be keenly watching to unwrap their strategy for the IPL 2013
  14. 14. Thanking YouRef: Anil Bapna, Brand Equity

×