4. Leveraging the brand image to explore new
sector. Serve as an expansion opportunity for
Pepsi co in India
Strengthen the core brand – Pepsi
Increase customer base and loyalty towards
brand.
Increase emotional connect with the brand
To create a concept of entertainment which
defines what the youth want.
5.
6. • Paintball and Rock Climbing equipments
• Bowling Alley development
• Gaming Arcade
• AV Library Cost
• AV Equipment
• Basic Infrastructure Development
• IT structure of the premises
• Food and Beverages
• Legal Charges
• Leasing cost
• Promotional Costs
• Utilities and Maintenance
• Staff
10. A unique concept, supported by exceptional
elements that make it a complete
entertainment experience. A breath taking
design with a complete feel of a ‘Pepsi City’.
Ambience that is energetic, stylish and reflects
the lifestyle and ideology of the Youngistan.
14. • Pricing Objective
-Strengthening the core brand
• Determining demand
-Demand will be affected by price elasticity
and price sensitivity
• Cost estimation
• Selection of a Pricing method
-Perceived value pricing(can be set using
focus groups, surveys, analysis of historical data
etc)
15. SPACE
ALLOCATION
• 1 storey stand alone
building with basement
• Basement parking( free)
• Bowling alley- 6000 sq ft
• Gaming arcade- 2500 sq ft
• Paint ball- 7000 sq ft
• M n M- 4000 sq ft
• Common Lounge – 3500
sq ft
• Central Dome – 2000 sq ft
LOCATION
• Gurgaon
• Close to transport
sources
• Approx. 25,000 sq. feet of
area
16. ABOVE THE LINE TACTICS
• Different advertisement for each behavioural segment identified.
• Teasers.
• Interactive website
• Pepsity simulation app
BELOW THE LINE TACTICS
• Lucky First 100 customers get backpacks autographed by Dhoni, Virat & Raina (Inauguration
during IPL)
• During IPL, organise a Pepsi contest to meet the CRICKET stars (brand ambassadors)
• Feature Pepsity for the first time in one of Ranbir Kapoor’s movie.
• Have virtual game competitions in popular malls and present the winners with vouchers for
Pepsity.
• Distributing promotional coupons.
• Sponsor college fests.
• Promoting ‘group culture’ by providing special all day group packages.
• Take back home PEPSI Souvenirs – recall value.
17. • Discotheque
• Food and Beverages
1) Use Frito lays chips with different dips – Lays cream and onion with
mayo dip, Masala flavour with cheesy dip.
2) The mock tails would be made out of Pepsi, Mirinda, slice, mountain
dew, Tropicana and all Pepsi co products
• AV- Library
• Bowling
• Paint Ball
• Private Parlours
• Gaming Arcade
• Rock Climbing
• Karaoke
