Pepsi was first created in the 1890s by Caleb Bradham, a pharmacist in North Carolina. It was originally called Brad's Drink but the name was changed to Pepsi-Cola in 1903 when Bradham began bottling and selling it commercially. Since then, Pepsi has targeted its products and branding heavily towards youth through slogans, celebrity endorsements, and focusing its advertisements on cricket and Bollywood. The company's logo has evolved over time from featuring a bottle cap to the current Pepsi globe logo. Pepsi has built up a strong distribution network in India to support its branding and marketing strategies.

2. Introduction
Pepsi is a carbonated soft drink produced
and manufactured by “Pepsi co.”
 The drink was first made in 1890’s by
pharmacist Caleb bradham in new Bern,
north Carolina.
The brand was trade marked on June 16,
1903.
In 1903, Bradham moved the bottling of
Pepsi-cola from his drugstore to a rented
warehouse.
 That year, Bradham sold 7,968 gallons
of syrup. The next year, Pepsi was sold in
six-ounce bottles, and sales increased to
19,848 gallons.

3. How did the name “Pepsi” originate?
• Pepsi got its name from one of its main
ingredients, pepsin, a substance used to
relieve indigestion.
• When pharmacist Caleb Bradham concocted
the kola nut, pepsin, sugar, and vanilla
mixture in 1893, he called it Brad’s Drink.
• When it became popular, he changed the
name in 1903 and began the Pepsi Cola
company.
• The first celebrity to endorse Pepsi-Cola was
automobile race pioneer Barney Oldfield in
1909.

4. 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- "Live For Now"

5. 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.

6. 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.

7. LOGO history of pepsi
• 1898- Initially named as Brad’s drink the name
was quickly changed to “Pepsi-Cola”.
• 1903- the name was trademarked and hasn’t
been changed till date.
• In 1933- the company was bought by Loft, Inc.
The company changed the bottle size from 6 to
12 oz. and came up with the ‘Refreshing and
Healthful’ logo.
• In 1940 - Walter Mack, the CEO of Pepsi came up
with the idea of a new bottle design, with a
crown having the Pepsi logo. The ‘Pepsi Globe’
emerged when USA was in WWII, and to support
the country’s war efforts, Pepsi had a blue,
red and white logo.

8. • In 1950 and 1962- this bottle cap with the
swirling blue and red became prominent in the
company logo. During the bottle cap in the
logo. 1960’s when it became even more popular,
the script was changed from the curly red, and
the main attraction was on the
• 1973- We see the first appearance of the Pepsi
Globe instead of the bottle cap. The typeface
was made smaller so as to fit in the globe. The
Pepsi Globe was “boxed in”, with a red bar
coming in from the left and a light-blue bar
coming in from the right.
• In 1991- the typeface was moved from inside
the globe. The red bar was lengthened and
the typeface came on the top of the globe.

9. • In 1998- the white background in the logo
was replaced by the blue color, which also
resulted in dropping the red horizontal
band. The globe now had 3D graphic and
larger than earlier versions. It might be that
since, Pepsi and the globe touch each other
for the first time in the logo, the name ‘the
Pepsi Globe’ was given to the logo.
• 1998- it seems that Pepsi had decided to
give the globe more prominence than the
script itself.
• 2003- the globe came on top of the script.
• 2012- in their current logo they have
done away with the script altogether.

11. DISTRIBUTION NETWORK
• A strong distribution network has gone
a long way in making sure that the
marketing strategies have been
converted to actual sales.
• In addition to branding strategies, the
company also comes up with
promotional strategies from time to
time (E.g. freebies with its 2L packs).
These further help in boosting the
sales of the product.

12. BRAND IMAGE
• The Pepsi story has not always been one of positive
brand building.
• In 2003, Pepsi, along with Coke, found itself in the
midst of pesticide controversy. It was reported that
the colas contained pesticides and insecticides in
excess of what is allowed by the European Economic
Commission.
• Though they were later cleared, the images of the
brands suffered a huge negative impact. It took a
substantial time for the companies to restore the faith
of the consumers in the brands.
• 2012 It is a great beginning for Pepsi to re-discover its
brand identity and re-assume its pop path. Should
they stick with this messaging, the lost brand concept
will be remembered again. Emotional connections,
once lost, require tremendous efforts to win back. We
hope, this time, when the exciting pop culture
resumes, Pepsi will not be distracted by other fads.

13. THANK YOU!