Pepsi campaign


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Pepsi campaign

  1. 1. Faculty <ul><li>Prof. Sh. Dheeraj </li></ul><ul><li>Advertising </li></ul><ul><li>ITM- Kharghar </li></ul><ul><li>Executive MBA </li></ul><ul><li>Batch XIII </li></ul><ul><li>Name:- </li></ul><ul><li>Geeta Raut - 12 </li></ul>
  2. 2. Youngistan Campaign
  3. 3. Indian Soft Drink Market 85% 15%
  4. 4. About PepsiCo <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 have invested more than U.S.$700 million since the company was established in the country in 1989. </li></ul>
  5. 5. PepsiCo’s Profile <ul><li>Revenues in 2007 was more than $39 billion. </li></ul><ul><li>Share in Indian carbonated soft drink market is </li></ul><ul><li>43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. </li></ul><ul><li>PepsiCo’s Frito Lay snack division has 3 state of the art plants. </li></ul><ul><li>It has more than 185,000 employees across the world. </li></ul><ul><li>In India, PepsiCo provides direct employment to 4,000 people and indirect employment to 60,000 people including suppliers and distributors. </li></ul><ul><li>CEO : Mr.Sanjeev Chadha. </li></ul><ul><li>India Headquarters : Gurgaon. </li></ul>
  6. 6. Brand Image of Pepsi <ul><li>Pepsi is a brand that every youngster relates to. </li></ul><ul><li>But this definitely doesn’t mean that other age groups are not it’s user’s. </li></ul><ul><li>Thus Pepsi’s brand image is it’s hip, cool, lively and refreshing attitude. </li></ul>
  7. 7. Products
  8. 8. Advertising Strategy of Pepsi <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. </li></ul>
  9. 9. CONTD… <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> also plays an important role in advertising and attracts target audience by giving access to options like downloads. </li></ul>
  10. 10. <ul><li>Some of Pepsi’s successful Campaigns </li></ul>
  11. 11. Yeh Dil maange more
  12. 12. Bubbly Campaign
  13. 13. <ul><li>Youngistan Campaign </li></ul><ul><li>“ Yeh hai Youngistaan Meri Jaan “ </li></ul>
  14. 14. <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>
  15. 15. CONTD… <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>
  16. 16. Segmenting pattern <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>
  17. 17. Targeting Strategy <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>
  18. 18. Positioning <ul><li>The campaign positioning was 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>
  19. 19. Placement of the Campaign <ul><li>The campaign was first launched on T.V during the tri-series matches in February. </li></ul><ul><li>The campaign was launched across radio, outdoor, 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>
  20. 20. Youngistan T.V advertisement
  21. 21. Advertising Agency for Youngistan <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>
  22. 22. Competitor’s for Youngistan. <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>
  23. 23. Conclusion <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>
  24. 24. Source <ul><li> </li></ul><ul><li> . </li></ul><ul><li>Reference wikipedia. </li></ul>
  25. 25. <ul><li>Thankyou </li></ul>