1. The document discusses the positioning strategies used by Pepsi for its soft drink brand. It covers different types of positioning such as benefit, price, quality, and competitor positioning. 2. Pepsi's advertising strategy targets teens and young adults and uses creative promotions featuring music and sports to attract its audience. It spends over $1 billion annually on advertising. 3. Pepsi positions itself through various media like print, outdoor, television, internet and music partnerships. It uses emotional branding through sports sponsorships and iconic slogans over the decades to connect with customers.

1. NAME:ZAHID MEHRAJ
DEPARTMENT: MBA 2nd SEM.
Roll No. : 16036113012
Topic: Positioning of soft drinks.
Product chosen: PEPSI

2. INTRODUCTION:
Positioning:
An effort to influence consumer perception of a brand or product relative to the perception of competing
brands or products. Its objective is to occupy a clear, unique, and advantageous position in the
consumer's mind.
Types of positioning:
1.Benefit related positioning. a) Emotional. b)Functional.
2.Price related positioning.
3.Quality related positioning.
4.Competitor positioning.
5.Brand name positioning.
6.Usage/occasion/Time of use positioning.
When introducing Pepsi-Cola, once known as “Brad’s Drink”, as their first product back in 1898
“Exhilarating, invigorating, Aids Digestion”, was the original slogan advertised for the upcoming
beverage. By 1910,
franchises were spreading in twenty four states, selling over 100,000 gallons of syrup per every
year. Caleb Bradham, the creator of Pepsi, was advertising Pepsi through newspapers since he
had renamed it Pepsi-Cola.
Pepsi co is spending 1.1 billion / 1.3 billion dollars in advertising. Pepsi’s current CEO is
Indra Noyi

3. Advertising Strategy of Pepsi:
 Pepsi’s target audience are mostly teens and young adults and their advertising reflects
this in every possible way.
 The company changes its advertising strategy and image to reflect the target's interests.
 Pepsi makes sure that the advertisements reflect to the target audience’s interests and
nostalgia.
 The advertising strategy includes cool, hip promos to attract more of the target audience.
 The advertising is mostly creative and has different elements like music and sports other
than Bollywood.
 Pepsi.com also plays an important role in advertising and attracts target audience by
giving access to options like downloads, gaming, music mixing applications etc..
Slogans:
1939 : “Twice as Much for a Nickel”
1992 : “Gotta Have It”
1993 : “Be Young, Have Fun, Drink Pepsi”
1997 : “Generation Next”
2000 : “Joy of Cola”
2003 : “Dare for More”
2007 : "More Happy"/"Taste the once that's forever young“
2012: "Where there's Pepsi, there's music"
2012: "Change The Game"
2012: "The Best Drink Created Worldwide
2013: "Live for Now“
2013 : "Embrace your past, but live for now" - Global campaign featuring
2015: “Out of the Blue / The Joy of Pepsi-Cola”
Till present.

4. Indian Slogans:
Yehi hai right choice Baby, Aha
Yeh Dil Maange More !
Yeh hai youngistaan meri jaan
My Pepsi My Way
Change the game
Oh Yes Abhi
Pepsi ye pyaas heh badi

6. Positioning through Usage/branding (Internet).
Like it says refresh everything:
The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote
a business. Through the Internet, companies deliver their brand awareness and brand image to
online users without targeting, while customers gain brand knowledge and provide feedback.

8. Occasional /Emotional Positioning:
Pepsi has sponsored for a lot of sports.

9. Print Advertisements:
Print Advertisements are ads that are printed by companies and
published in magazines, brochures, and flyers.
Newspaper:

10. Outdoor Advertising:
• Billboards
Outdoor advertising is available to consumers and working for you around the clock, 24/7. Not only does
outdoor advertising provide flexibility in design and messaging, and how your ad is to be designed, but it
also offers a lot of flexibility in location. Big and bold is always better
Emotional Positioning:
Use billboards in areas where reaching people is difficult. An example is rural farming communities
spread over vast distances. By placing your billboard advertisement along one of the main roads around
the community, you'll greatly increase your visibility.

11. • Vehicular Display positioning through Brand name:
-Unique and eye catching presentation ensures higher retention rates.
-Your advertisement is effective, every minute it is displayed on the streets.
-Target your consumers with far more accurate reach and frequency.
-Flexibility to expose your brand/service to peak hour traffic, create general exposure in high crowd
density locations, or use in conjunction with point of sale promotions, all in one day.

12. • Banners.
Time of use positioning:

13. Through music:
Beyoncé signed a $50 million contract with Pepsi,
Beyoncé chose the song for the ad, and will have creative input for
can designs and consumer content.
Positioning through TV:
 Pepsi is taking a lot of heat for its latest ad. The broad strokes: Its official
title is the word salad “Live for Now Moments Anthem”; it features reality
star/model Kendall Jenner.
 (April 5 2017)

14. Positioning through TV:

15. Positioning through Branding/benefit: