Digital Strategy-Pepsi
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PepsiCo has a digital marketing strategy to gain market share among 16-24 year olds by positioning Pepsi as the "sexy" and "cool" brand. The campaign will feature stylish spokespeople like Anna Wintour and Fernando Torres to endorse the slogan "Form is temporary, class is permanent" and promote the idea that drinking Pepsi is classy. Over six months, the $300,000 budget will be used to generate buzz around hashtags on Twitter and Instagram and create a new Pepsi label through a contest in order to associate the Pepsi brand with being classy, sexy, and cool.
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Pepsi launched a new brand positioning campaign called "Oh Yes Abhi" in India to target young, impatient consumers. The campaign featured celebrities like Ranbir Kapoor and was spread across various digital and social media platforms. It emphasized living in the moment and doing things "right now". Pepsi also launched online initiatives like a concert and short film contest to engage customers and promote the "now" proposition. While the campaign gained attention online, it could have been expanded around the IPL cricket tournament that Pepsi was sponsoring. The "Oh Yes Abhi" message resonated with characteristics of young Indians seeking impatience and change.
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This document provides a case study on PepsiCo, covering its origin in 1898, history and rivalry with Coca-Cola. It discusses PepsiCo's vision, mission and strategies, including diversification. SWOT and PEST analyses are included. The marketing strategies used by PepsiCo are explained, such as niche marketing and its marketing mix of product, price, place and promotion. Financial growth and PepsiCo's slogans and logos over time are also summarized.
The product life cycle of Pepsi
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Crystal Pepsi Case Study
1. The document discusses Pepsi-Cola's brand identity in the 1990s and its failed brand extension Crystal Pepsi. Pepsi aimed to differentiate itself from Coca-Cola by targeting younger consumers and promoting a youthful lifestyle.
2. In the 1990s, Pepsi launched the clear cola Crystal Pepsi to align with health trends and appear futuristic. However, Crystal Pepsi did not taste like Pepsi and lost the brand's focus on youth.
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The document summarizes Pepsi's "Youngistan" advertising campaign in India. The campaign targeted Indian youth aged 15-25 and featured celebrities Ranbir Kapoor, Deepika Padukone, and Shah Rukh Khan. It aimed to reflect the mood and interests of young Indians through the theme of "Youngistan," representing the youth's state of mind. The campaign used television, radio, outdoor, web, and wireless advertising to reach its undifferentiated target audience across major cities in India. Pepsi hoped to capitalize on the popularity of its celebrity endorsers and themes appealing to Indian youth culture.
Pepsico a global brand
PepsiCo is a global food and beverage company established in 1898. It operates in over 200 countries and has 22 billion-dollar brands such as Pepsi, Lay's, and Gatorade. PepsiCo focuses on beverages and snacks, and has acquired companies like Tropicana and Quaker Oats to expand its product portfolio. It competes primarily with Coca-Cola in beverages and Kraft in snacks. PepsiCo employs around 300,000 people worldwide and generates over $66 billion in annual revenue.
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This document summarizes the battle between Coca-Cola and Pepsi in terms of their global operations, branding strategies, marketing approaches, and social media presence over several rounds. Some key points of comparison include:
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- Coca-Cola's desired brand image revolves around emotions like happiness while Pepsi's focuses on being youthful and trendy.
- Pepsi sponsors more youth and music-oriented events in line with its positioning, while Coca-Cola uses social media to engage over 5 million fans daily.
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PepsiCo is a global food and beverage company established in 1898. It operates in over 200 countries and has 22 billion-dollar brands such as Pepsi, Lay's, and Gatorade. PepsiCo focuses on beverages and snacks, and has acquired companies like Tropicana and Quaker Oats to expand its product portfolio. It competes primarily with Coca-Cola in beverages and Kraft in snacks. PepsiCo employs around 300,000 people worldwide and generates over $66 billion in annual revenue.
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- Both companies operate in over 200 countries worldwide. Coca-Cola is recognized globally by name while Pepsi relies more on its distinctive logo.
- Coca-Cola's desired brand image revolves around emotions like happiness while Pepsi's focuses on being youthful and trendy.
- Pepsi sponsors more youth and music-oriented events in line with its positioning, while Coca-Cola uses social media to engage over 5 million fans daily.
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Pepsi launched its "Live for Now" campaign in 2012 to connect with 18-35 year olds and establish brand relevance. They partnered with celebrities like Nicki Minaj and used social media platforms like Twitter to promote exclusive music events and encourage sharing experiences with the brand. Through these tactics, Pepsi saw a 114% increase in website activity and gained over 8 million Facebook likes within the first 30 days of the campaign.
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Breakfast is a branding agency that specializes in great brand thinking, creative effectiveness, and enduring client relationships. They believe every brand can have a higher purpose that connects deeply with customers. Through intelligent application of ideas and a caring approach, they help clients' businesses by transforming brands. Some of their work includes rebranding Allied Healthcare to mobilize expertise in home healthcare, defining the essence of Cotes du Rhone wine to make it a fast growing brand, and creating a brand style guide for caffe Nero's global expansion. Their goal is to turn customers into fans and fans into evangelists for their clients' brands.
Identify and-establish-brand-positioning-and-value-pepsi
This document provides an overview of PepsiCo, including its history starting in 1890, vision, mission, brand positioning, target market, and competitive advantage. PepsiCo's vision focuses on continually improving the world through environmental, social, and economic programs. Its mission is to produce convenient foods and beverages while rewarding investors and supporting employees and communities. Pepsi's brand positioning targets males and females aged 16-45 as hip, youthful, and forward-thinking. Its competitive advantages include a broad product mix, global production and distribution networks, and revitalized advertising campaigns featuring celebrities.
pepsi
Pepsi is a soft drink produced since the 1890s and is now a large multinational corporation. It is sold worldwide and has numerous brand extensions. PepsiCo was formed through mergers and acquisitions and has over 180,000 employees globally. Pepsi targets younger consumers with hip advertising campaigns featuring popular celebrities and focuses on music, humor and sex appeal. It has had successes and failures expanding internationally and competing against Coca-Cola.
Advertising Portfolio + Strategic Planner
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Brief Presentation
The document outlines a proposed masters project to create a brand that promotes a flexitarian diet consisting of less meat through a comprehensive online and social media campaign. The campaign aims to establish a distinctive brand identity through elements like logo, website and marketing strategy. It will target younger audiences like teenage girls who are open to trends and build an online community to support the flexitarian lifestyle and generate profits through branded products. The goals are to convert people to eating less meat and build a successful brand that informs and engages supporters.
10296122 aiesec branding_module_
This document discusses branding and marketing strategies. It defines a brand as reflecting how people think and feel about an organization. A brand is shaped by what an organization says, does, and how it portrays its image. The document also discusses the importance of having the right brand image and identity to avoid the wrong customer perceptions. It then outlines different marketing strategies like offline, digital, word-of-mouth, push-pull, and relationship marketing to promote a product or service. Teams are instructed to create a unique product, formulate a sales pitch, and advertise it on a chart paper in an activity to practice being the brand.
-Pepsi
PepsiCo is a multinational beverage and snack company headquartered in New York. It produces Pepsi soft drinks and Frito-Lay snacks. The document discusses PepsiCo's history, brands, revenues, locations, CEO, and target demographics. It also analyzes Pepsi's marketing strategies through advertising campaigns and celebrity endorsements aimed at younger consumers. Porter's Five Forces model is applied to examine competitive pressures in PepsiCo's industry.
Pepsi case study
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Pepsi new logo campaign
Caleb Bradham created Pepsi-Cola in the late 1890s as a refreshment drink for his pharmacy customers in North Carolina. It grew in popularity and he founded the Pepsi-Cola Company in 1902 to market it more widely. Over the decades, Pepsi changed its logo 10 times to keep the brand modern. In 2010, Pepsi launched the "Refresh Everything" campaign to promote a new logo, encouraging people to submit ideas on its website for community projects that Pepsi would fund. The campaign emphasized Pepsi's philanthropic side. In Australia, Pepsi's "Hit Refresh" campaign involved a scavenger hunt across cities to find "Pepsi buttons" and win prize cards, with clues posted online and
Presentation1: Pepsi
Caleb Bradham created Pepsi-Cola in the late 1890s as a refreshment drink for his pharmacy customers in North Carolina. It grew in popularity and he founded the Pepsi-Cola Company in 1902 to market it more widely. Over the decades, Pepsi changed its logo 10 times to keep the brand modern. In 2010, Pepsi launched the "Refresh Everything" campaign to promote a new logo, encouraging people to submit ideas on its website for community projects that Pepsi would fund. The campaign aimed to show Pepsi's philanthropic side. In Australia, Pepsi's "Hit Refresh" campaign involved a scavenger hunt across cities to find "Pepsi buttons" and win prize cards, with clues posted
Presentation1
Caleb Bradham created Pepsi-Cola in the late 1890s as a refreshment drink for his pharmacy customers in North Carolina. It grew in popularity and he started a company to market it more widely. Over 100 years later, Pepsi launched new marketing campaigns around the world to promote a new logo design. In the US, the "Refresh Everything" project funded ideas submitted on their website, while in Australia people searched cities for "Pepsi buttons" to win money, with clues provided on websites and social media. Both campaigns aimed to increase awareness of the new logo through an online presence and engaging activities.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh Thùy
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Pepsico.ppt
This document outlines a social media marketing strategy for PepsiCo brands Pepsi, Pepsi Refresh Project, amp energy drink. It includes establishing a mission and vision focused on responsible corporate citizenship. The strategy proposes a campus competition between Big Ten schools for the Pepsi Refresh Project to drive engagement on social media. It also recommends using YouTube videos and campus representatives to promote amp as the go-to energy drink. Key elements are weekly check-ins, media opportunities with athletes/celebrities, and a 30% budget for Facebook/Twitter engagement.
Pepsico
This document outlines a social media marketing strategy for PepsiCo brands Pepsi, Pepsi Refresh Project, amp energy drink. It includes establishing a mission and vision focused on responsibility. The strategy proposes a campus competition between Big Ten schools for Pepsi Refresh Project, using YouTube videos and campus representatives to promote amp, and establishing a budget with most funds going to Facebook/Twitter engagement. It concludes with next steps like weekly calls, reports, securing spokespeople for social media interactions.
final marketing 347 project
The document introduces Team 6 and their plan book for a marketing campaign for Papa John's Pizza, providing biographies of each team member and defining their roles. It then provides background information on Papa John's, including its history and growth. Finally, it summarizes the team's research findings that Papa John's brand is portrayed mostly through two men and sits at an average rank in consumers' minds, despite people generally having positive views of "pizza people."
Pepsi
This document outlines Pepsi's marketing plan. It provides an overview of Pepsi as a company with over 100 years of producing cola drinks. It then details Pepsi's vision, mission, strengths, weaknesses, opportunities, threats and product details. The marketing strategies section discusses Pepsi's positioning, product, pricing and distribution strategies. It also outlines the company's advertising approaches. The document concludes with an action plan and recommendations to strengthen Pepsi's research, partnerships and reputation in global markets.
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Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh Thy
The document discusses integrated brand communication, outlining key elements like having a single brand communication idea that is executed consistently across channels to meet objectives. It provides examples of how to structure an effective brand brief, including focusing on the target consumer, key message, and approved channels. The document also examines what makes for great creative ideas, such as ones based on insights that attract attention and are intrinsically branded to the core concept.
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Digital Strategy-Pepsi
- 1. PepsiCo Digital Marketing Strategy By: Anthony Wieber
- 3. Campaign Gain Market Share Position “Sexy” Factor, The Cool are drinking Pepsi
- 4. Campaign Slogan “Form is temporary, class is permanent” Drinking Pepsi is Classy, Sexy, and Cool no matter where you are
- 5. Big Idea’s New Label Contest /Pepsi and Me Classy/Fashionable Spokespeople
- 6. Spokespersons Stylish/Chic Anna Wintour Designer and Fashion Mogul International Sports Star Fernando Torres Chelsea FC & Spanish International
- 7. Target Audience 16-24 years old Male & Female Tech Savvy, Early Adopters, Trend Setters
- 8. Tools and Strategy #PepsiLabel on Twitter #PepsiAndMe on Instagram
- 9. Budget o 6 Months o $250 per hour o 8 hour days o 5 days a week oApprx. Budget ~ $300,000
- 10. Summary oGenerate buzz around Pepsi Brand Become Classy, Sexy, Cool brand to be associated with oCreate new logo oUse a select few celebrities/icons to sell the new brand image oUtilize Twitter and Intsagram as base of campaign