1. Team Name: MarkSmiths
College Name: FMS, Delhi
Nikhil Dubey Sukesh Chandra Gain
Nikhil.d12@fms.edu Sukesh.g12@fms.edu
8860406203 7428062825
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2. Agenda
•Stadiums/Venues
•Colleges and School
•Malls, Road shows in Target cities
BTL Activities
•T-shirts
•Caps
•Bags
•Wrist bands
Merchandising Options
•Pepsi Gully Championships
•Pepsi XI
•Fan-of-the-Match & Series
Innovative Marketing
Strategies
Executive Summary
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3. Stadiums
Balloon Sticks:
Balloon Sticks with Pepsi logo on one side
and on the other side with the respective
country flags at particular venues will be
distributed among the spectators
Glow Sticks:
Distributing World Cup & Pepsi themed
Glow Sticks, primarily during the Opening
Ceremony and Closing Ceremony and
also during D/N matches would be
innovative idea
Detachable Ticket Coupons :
Every World Cup ticket will have two
detachable coupons which can be
redeemed at the stadiums. These coupons
will offer Pepsi at discounted rates to the
spectators
Hand Banners & Napkins:
Country themed hand banners with a
Pepsi logo
Distributing napkin (with Pepsi logo) with
food packages in the stadium during
break-time
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4. Colleges & Schools
Fast bowling Competition:
Inter College/school Fast Bowling
Championships would be organized
Fastest bowler at a particular venue
stands to win Pepsi sponsored Cricket Kit
Moreover, the winner also gets a chance
to bowl at practice/ net sessions at the
nearest World Cup venue
Blindfold game:
A temporary wall made
of card board and Big
Pepsi logo/banner
pasted on it is erected
A world cup ticket would be attached on
the wall at a height of 1m
Participants would be blindfolded and
asked to touch the ticket after walking a
distance of 10 m
Successful participants stand a chance to
win World Cup match tickets
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Ball Game:
A big (2 m ht x 0.5 m radius) Pepsi bottle, on the top, a small hole of radius 4 cm
would be made
Participants would be asked to throw a rubber ball inside the bottle through the
top hole from a distance of 10 m
A minimum of one bounce is mandatory before it enters into the bottle
 Successful participants will get free ticket for any of the world cup matches and
free 500 ml Pepsi on the spot
We think this event would be a crowd puller and increase the brand awareness
and emotional involvement with the Pepsi brand

5. Malls and Road Shows
Pepsi Bottle On cars through city roads :
4 wheeler vehicles which are modified in the shape of cricket Bat and Ball
These vehicles would move around the city, where the bat would chase the ball
These Bat and Ball vehicles would carry the Pepsi Logo
Such a campaign will surely create a buzz among the citizens and make them aware of
Pepsi’s involvement in the World Cup
Such a concept is innovative and highly cost-effective way to create visibility
Poster/Signature Campaigns:
Poster and signature campaigns have a great appeal among fans and cricket lovers
These campaign would be held at places of high footfall and traffic e.g. Malls, Stations
Moreover, the Signatures would be done on a Pepsi + World cup themed cloth
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6. Merchandising:
The Pepsi Badge: Pepsi Logo along with the player photo or the Team Flag
 This badge can be worn by the Fans on their T-shirt, Bag etc. This piece of merchandising
would sported by supporters of respective players and teams
 These badges would be available with high volume purchase of Pepsi Cans, Bottles etc
Hand bands which carry the county flags along with the Pepsi logo
T-shirts, Caps:
 The Pepsi Cricket Gear is a combination of Style and Sports
 Gear consists of T-shirts, Caps, Wrist-bands, Bags for both Males and Females
 The Gear would be launched in a Limited Edition at select stores across the nation
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World Cup Themed Music Album :
Would combine some of the best sports songs from various countries

7. Innovative Marketing Ideas
Pepsi Gully Championships:
These championships would be organized in different cities and locations
 Gully Cricket is a big phenomenon is Indian Cricket scene
 This method is innovative not only because this medium has never been used for marketing
in India, but also because this is cost-effective and has huge potential fan base
 Tie-up with a pan-India footprint Radio Channel to promote and organize the event
Pepsi Super XI: A dedicated website which will allow fans to create their own WC XI teams
 If this matches with the Pepsi XI, then fans stand to win tickets for the WORLD CUP Finals in
Mumbai
Pepsi Fan-of-the Match and Fan-of -the-Series:
 Everyday Man of the Match prediction on http://pepsicoindia.co.in/ portal
 Man of the Series will be decided based on maximum number of predicted MoM by a single
Fan
 Fan of the Match prizes : Samsung Corby, iPod, DTH etc. (with resp. tie-ups)
 Fan of the Series: Tata Safari, Mahindra Xylo etc.
Similar Games ,Quizzes and Applications which are a great hit in the social media circuit would
be carried out
 Lastly, internal branding is important and hence, employees at Pepsi India, should adopt the
theme 7

8. Executive Summary
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BTL Activities
Malls and
Road-
shows
Pepsi Bat
and Ball
Cars
Signature
Campaign
Merchand
ising
T-Shirts Caps Wrist
Bands
stadium
Balloon
Sticks
Glow
Sticks
Discount
Coupons,
Hand
Banners &
Napkins
College&
Schools
Fast Bowling
Blind-Fold
Game Ball Game
Innovative
Marketing
Ideas
Fan of the
Series
Fan-of-the-
Match
Pepsi Super
XI
Pepsi Gully
Championship
Execution:
 All activities should be carried out at least
one month prior to the ICC Cricket World
Cup
Different set of volunteers trained for
specific activities
Target Cities