BRAND MANAGEMENT

1. - BY
DIKSHA VASHISHTH
VALUABLE BRANDS
&

2. WHAT WE
WILL LEARN
BRANDING DECISION BY TOP BRAND :
PEPSI
COCA-COLA

3.  PepsiCo.

4. INTRODUCTION

5. SLOGANS
OF PEPSI
 1990-1991 : “ Yehi hai right choice baby”
 1999–2006: "Yeh Dil Maange More!“
 2003- 2005 : Ye pyaas hai badi
 2008- Yeh hai youngistan meri jaan
 2009- : Youngistan ka wow
 2011- “change the game”
 2012- “Where there’s Pepsi, there’s music”
 2015- “Out of the Blue / The Joy of Pepsi-Cola”
 2018- “For the love of it
 2019- “Live for now”
Last updated on 19 Aug, 2019

6. POSITIONING
OF PEPSI
 Pepsi has always targeted the youth segment. The
changing demands and sentiments of the younger
generation in the country have resulted in changes in
the positioning of Pepsi.
 This can be observed from the changes in the taglines,
logo, advertisement messages and means of
communication of messages.
 The company has indicated that its new positioning
“Live for Now” reflects Pepsi’s marketing research
results and better aligns with a younger generation’s
“desire to capture the excitement of now”.
 Pepsi has a unique pop culture with its loyal
consumers. So instead of inventing a new meaning to
the brand, the marketing team is going to refresh their
brand’s confidence and swagger as a pop leader.

7. BRANDING
 Pepsi advertisements have also been targeted at the
youngsters. Pepsi focussed on two of the biggest
obsessions of the Indian youth – Cricket and Bollywood –
to design its advertisement campaigns.
 Even the hoardings,and print ads expanded on this
theme. Popular celebrities from these two domains were
used to generate a connect of the brand with the youth.
 These celebrities are treated as role models and trend
setters for the youngsters and Pepsi has tried to make use
of these desired qualities to project its brand.
 Pepsi has even tried to leverage its logo as a means of
connecting with its target consumers. Recently the Pepsi
logo was modified to create a connection with popular
emoticons. These changes in logo were undertaken at the
global level but as a result of internet activities, they were
also able to generate buzz among Indian youth.

8. LOGO
HISTORY
OF PEPSI

9. BRAND
IMAGE
Pepsi, creates culture and embraces individuality. For Pepsi 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.
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.
Their wide selection to fit every lifestyle of consumer.
Pepsi has always had a young target audience.
Many of their ads were historically targeted at teens and even pre-teens And are
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.
Brand Mantra Pepsi
-young -Celebrities -Fresh -Sport Coca Cola -Sharing -Hapiness -Tasty

10.  COCA COLA INTRODUCTION

11. SLOGANS OF
COCA COLA
• "Always the Real Thing!"
• "ठंडा मतलब Coca-Cola!" (Thanda matalaba Coca-Cola!)
("Cold means Coca-Cola!")[5]
• "पीओ सर उठा के " ("Drink with pride")
• "जो चाहो हो जाये, कोका-कोला enjoy!" (Jo Chaho ho jaye,
Coca-Cola enjoy!) ("Whatever you wish will come true,
enjoy Coca-Cola!")
• "Open Happines"
• Coke khule toh baat chale
• "Taste The Feeling"
• "Har Rishta Bola, Mere Naam Ki Coca-Cola"
• "Say it with Coke“
Throughout the years, the slogans used in advertising for Coca-Cola have reflected not only the brand, but the times. Slogans provide a simple, direct way to communicate about Coca-Cola.

12. LOGO
HISTOR
Y OF
COCA
COLA

13. COCA COLA
BRAND
POSITIONING
 Coca Cola has strategically positioned itself within the world soft
drink market.
 does it have to keep the same positioning or to adapt according to
the 200 countries where the brand sells its products.
 The brand has understood this principle while ago: “think global,
act local”.
 Coca is thus willing to keep the same core product which is coke,
but it adapts the offer to local needs.
 They use strategic positioning in order to have the same image all
around the world, which is a success because it is perceived today
as a part of daily life everywhere
 This perception of the brand by the consumer leads to a high
degree of loyalty and makes the purchasing decision more
automatic.
 Coca Cola has been successful by using Unique Selling preposition
as “Live the coke side of life”, related to joy and happiness.
 Consumers basically associate this brand with these emotions

14. COCACOLA
MARKETING
STRATEGY:RECIPE
OFSUCCESS
If we thoroughly analyze Coca-Cola marketing strategy, we’ll see that :
 PRICING STRATEGY – Today, it became quite popular for startups, for a day or
two, to offer their service or a product for free, and then increase their prices.
Though, Coca-Cola chose a different approach and made the challenge even
tougher. From 1886 to 1959 (73 years), Coca-Cola had a fixed price and it only cost
5 cents.
• Today, due to the fierce competition with Pepsi (their rivalry dates back to 1975),
Coca-Cola pricing strategy is strictly updated because if the prices between them
noticeably change, then one of the brands will definitely suffer, and the other one will
surely benefit.
 The Classic Bottle Of Coca-Cola – Coca-Cola’s bottle was a part of the corporation’s
defensive marketing. But, after time, they started promoting it as much as the logo
and product. Furthermore, Coca-Cola’s bottle design was inspired by the shape of
the cocoa pod.
 Coca-Cola Logo/Font – In 1923, when the corporation’s logo was normalized, Coca-
Cola decided that as the recipe, the logo must have remained untouched. As a
result, Coca-Cola’s logo has been messing with the minds of the society for a very
long time.
 Sponsorship – Coca-Cola is one of the most recognized sponsor brands, it has a
long sponsorship history that includes American Idol, The Olympic Games, BET
Network, NASCAR, etc.
 Social Media – Considering that social media has become the greatest tool for
marketing, of course, Coca-Cola has taken the advantage and created its social
profiles on reputable media like Facebook, Google+, Twitter, Pinterest

15. SOME
FAMOUS COLA
CAMPAIGNS

16. Points of
Parity:
COCA COLA & PEPSI ARE UNIVERSALLY
KNOWN AS BIGGEST COMPETITORS.
 Pepsi is similar to Coke in that the company owns other
beverage companies.
 Pepsi is universally known to be Coca-Cola’s number one
competitor.
 Their overall image is modern and appealing.
 Both the brands are adapting the change and going with
the moto what their customers want.