The document outlines a transmedia communication plan to engage youth consumers for PepsiCo's brands by leveraging new age media like social networks, mobile, and participatory platforms. The plan involves creating an online platform called Pepsi Academy that ties together participation across media through contests, stories, and gamification to build affinity for PepsiCo's portfolio of brands among different consumer segments. If successfully implemented, the plan aims to increase consumer loyalty and sales while strengthening PepsiCo's brand value.

2. Understanding the Identifying the challenges Understanding the given
corporate brand PepsiCo for PepsiCo target group
Designing the Understanding the
Identifying the new age
communication plan for positioning of PepsiCo
media to implement the
the stakeholders & the products in the minds of
communication plan
target group the given target group
Identifying ways to
Implementing the Identifying strategic
establish stronger
communication plan by partners and the
connect with PepsiCo ‘s
trans-media storytelling expected benefits
sub-brands

4. Economy rises
post recession
Growth Commonwealth
Games- 2010
2005 Yuva
2000
Mahakumbh
2010
Choice T-20 World
Cup 2010
My
Zeal Youth has
arrived
Energy
1995
1989 It is time to
choose my future

5. Leverage lean forward media
Build brand PepsiCo Structure consumer Lead in this space
Engage stakeholders engagement models Drive linkage between
Facilitate dialogues Drive stronger affinity traditional and new media
and connect for different Partnership
brands

6. Males  Females
0-12
Years  13-18
Years  19-24
Years
25-35
Years
35+
Years
Village  Non-metro cities  Metro cities

7. Life-loving Go-getters 32%
Online Media Consumption: Gaming, Information
Different psychographic segments: Scienceseeking, Communication
Politically-conscious Positivists
Preferred Books: Adventure, Gothic, Thriller,32%
fiction 12%
Life-loving Go-getters Drivers: Success, Technology News, Job seeking
SpecificMedia Consumption: Blogging, Business,
Online Behavior
Music: Metal, Rock, Grunge
Independent-minded Books: Autobiography, History, Philosophy, Political
Preferred 32% 12% 18%
Politically- conscious Positivists
Value / Attitudes:Drivers: Need for Affinity, Networking
SpecificMedia Consumption:Confidence
Online Behavior
Happiness,
Independent-mindedQawwalis, FolkBlogging, Information exchange, Trading
Hobbies / Interests: Active sportsperson, Travelling 18%
Music: Regional, Biography, Songs 32%
Happy-go-lucky Dependents Apple,Mystery, Psychological, Natural science
Preferred Books:
FavoriteAttitudes: Morality, Equality,
12% 21%
Value / Brands: Drivers: Boost Freedom
Happy-go-luckyBehaviorNike, Creativity,Self-esteemStreaming, Chat rooms
Online Dependents
SpecificMedia Consumption: Online shopping,
Destiny-believingInterests: SocialFantasy, Magic
Hobbies / music,
Music: WorldPessimists activities, Debating 12% 18%
Destiny-believing Pessimists Jazz,Davidson, Motorola, Johnnie Walker 21%
Preferred Books: Comedy,
Favorite Brands: Harley
Fusion 32% 17%
Value / Attitudes:Drivers: Exciting life, Pleasure
Wisdom, Passion
SpecificMedia Consumption: Seeking advise, Matrimonial, Kill boredom
Online Behavior
Source: http://www.iimb.ernet.in/publications/review/march2007/psychographic-segmentation
Hobbies / Interests: Reading, Blogging
Music: Punk, Death-metal, Bhangra Crime novels, Horror
Preferred Books: Religious books,
FavoriteAttitudes: Spontaniety, Fun-loving
Brands:
Value / BehaviorAdidas, Sprite, Levi’s
Specific Drivers: Respect, Security
Hobbies / Interests: Socializing, Shopping
Music: Ghazals, Bhajans
FavoriteAttitudes: Cautious, Conventional
Value / Brands: McDonalds, UCB (Benetton), Axe
Hobbies / Interests: Astrology, Watching TV
Favorite Brands: Bajaj, Amul, Raymonds

8.  Belongingness & Reassurement So,
 Nourishment Current PepsiCo consumers
are younger
 Achievement are driven by achievement
 Enjoyment
want to enjoy life
This will also attract
Consumers who
For “good for you” & “better for you” brands are more mature
For “treat for you” brands are more emotional
For all PepsiCo sub-brands believe in long term relationship

9. Increase In Consumer-loyalty & Sales
Increase In Brand Valuation Of PepsiCo
Source: http://www.brandexpress.net

10. Government
Opinion Leaders
Government
Institutions
Consumers
Customer
They do bulk purchase, which is
Consumer drives the demand in
An engaged consumer is a loyal any
driven chain, but consumers positively
supply by
consumer Authenticates
They influence efficient sales
Partnership with government will
So, product dependent on
performancebrand
towards the is image
authenticate the brand
consumer’s preference
supportive supply chain partners
Invite him to share the experience of Opinion Leaders
prejudice of the purchasing
the product
So, committee his mind by
So,
 Always stay on Influence
Rope in him throughperforming
Collaboratetheambassadors tofor
 Recognize with government
engaging brand best
So,
createmobile applications
youthcreatein every state likesponsor
 To • engagingimage
positive campaigns
distributor a positive impact,
 Promotetools blogs and on the
primary education, environment Consumers
Narrate for initiatives, likechat
• web their
institutes his success story
sessions to communicate theprogram
protection and “Pulse Polio” for Sales,
 scholarship at Point terminal
 Install Pepsi-bellsprogram Of
official PepsiCo websites
Support consumerPepsiCo products
values delivered by to express his
to enable the collaborations through
educational institutes
Create a pull
& the minor infrastructure support to
allits PepsiCo getting PepsiCo
satisfaction on websites
initiatives
products institutes
health Customers Institutions

11. How we will benefit from it ? It’s implementation
Increment in consumers base of PepsiCo Goal Setting
Increased number of loyal consumers of Identification of the right media
PepsiCo products Mapping the sub-brands to consumer
Increment in per capita consumption of psychographics
PepsiCo products Choosing the effective channel
Activation
It’s key features
Transmedia Storytelling
different stories, same theme
different stories , different media
convergence
Participative campaign
stakeholders contribute to the brand narrative
open source ideation
Authenticity

12. Consumer power
Super
consumers Brand
democracy
Consumer-brand
partnership
Brand as activist
Brand as icon
Low High
differentiation differentiation
Brand as
personality
Brand as
reference
Generic brand Value
consumers
Supplier power Source: Holytornado.files.wordpress.com

13. New Age Media
Because Evidence
Customer Says:
• Don’t interrupt me,
entertain me
• Make it relevant
• I want a dialogue, not your
monologue
Growth Rate of various media
Year 2008 2009
TV Viewers 20% 16% Decreasing
Internet Users 33% 58% Increasing
Mobile Users 58% 60% Increasing
Source: http://capitaline.com

14. Non participative Extremely participative
Web 2.0
Web 2.0 Sermon
Non participative User Participation Meter Conversation
Extremely participative
Mobile
 Social-networking sites
 Mobile
Streaming websitesSermon
Non participative User Participation Meter Extremely participative
Conversation
 Mobile games
Outside Home
 Chat tools home, not at Point of sale
 Outside
Mobile downloads
 Blogs streaming/ TV participative
OOH screens
 Mobile
Sermon User Participation Meter Extremely participative
Conversation
 Traditional media – with engagement models
Non Web 2.0 has
Traditional
Onlinetoll gates on major highways
• at games
 Mobile web ever growing
Product
 Mashups & Folksonomies
•
 Mobile applicationsSermon
media in amusement parksNon participative participation
UserStrong potential to engage numerous people,
Participation Meter Extremely participative This is
Conversation
ATMs - 132
Productcafés Million users users http://capitaline.com
TV
Cyber – 3.78 Million
Source:
and invite participation the
Sermon Decreasing growthMeter
User Participation rate, Conversation
Newspaper “future”
Events – “Pepsi
Pepsi Academy Day” but can be revived
Source: http://capitaline.com
Pepsi Lounge
The product is the best
My-card & Pepsi-gang membership
way to engage consumer
Pepsi crown

15. Pepsi . Beverage reveals a 10 digit
My-card crown alphanumeric code
My-card holder can SMS the code on
toll-free number to increase his
account score by 50 points
Must for becoming part of “Pepsi-gang”
Offered at the selected retailers in every city
On the purchase of beverages worth Rs.500
within a stipulated time frame.
My-card holder needs to Pepsi
register his card number at Academy
by SMSing the details
online
Online Pepsi-gang is created
account
with an opening score of 100

16. A “Pepsi lounge” opened in every major city
“My-card” holders feel the “Pepsi” belongingness
exclusive PepsiCo products would be served
Card holders with high scores get premium benefits
free passes for movies, cricket matches
goodies signed by PepsiCo ambassadors
Regular events organized
celebrate victories of India in international sports
visits by brand ambassadors
celebrate special days like Environment day

17. Pepsi Academy will be online at http://www.pepsiacademy.com
It will conduct contests based on current campaigns of Pepsi
blogging
ad-making
slogan writing
guess the end of ad
gaming
Online contests: on www and mobile web
Mobile based contests: entry will only be accepted through mobile
Only registered users would be eligible to participate in the contests
winners awarded hard-copy merit certificates by Pepsi Academy
their account score increases
There will be articles on current issues by PepsiCo brand ambassadors
There will be stories posted by users
the chosen ones will be later published in the newspaper

18. To create buzz, website would also feature
Window of fame
showing the picture & details of highest account score holder
A graffiti wall
where any user can post pictures or videos
content would be moderated
PepsiCo ads for different media
in the form of story telling
presented as a part of the larger story
Linkage with social media websites
“Pepsi Academy” updates posted on the homepage/ wall of members
Voting platform
polls on the best solutions to “guess the end of ad”
polls on interesting topics

19. “My-card” holders may SMS crown code to increase their score
Registered users would be sent SMS news for
interesting facts
PepsiCo updates
Account holders may use mobile web to participate in
contests conducted by Pepsi Academy
Mobile specific contests would be conducted
speed SMS
mobile gaming
ringtone making
“My-card” holders may download
PepsiCo theme smart phone applications, by redeeming account score
PepsiCo advertisements, available on Pepsi Academy website

20. OOH Screens would be placed:
at toll gates on major highways
in amusement parks
in sports stadiums
Consumer participates by sending SMS’s to the
giant screen put up by PepsiCo
Others can build up on that by sending reply SMSs
Content would be moderated for public display

21. TV can be used as a new age media
with new engagement models
Web link would be promoted
for behind-the-scenes footage of the ad
Specially designed PepsiCo
ads would be broadcasted
in the form of story telling
the larger story would end in speculation
viewers would be prompted to guess the ending
viewers would take clues from other sub-stories posted on different
media
best voted solution would be awarded

22. A column space would be bought in leading newspapers
the weekly column “Joy of sharing”
would be published on Sundays
it would include refreshing stories of
“My-card” holders selected by Pepsi academy
picture of the chosen member would be published
mobile number of the writer may also be published,
so that readers can send congratulatory SMSs
Best “writer of the month” will have his story and picture printed on the Pepsi cans

23. Install new Pepsi vending machines in 100 select cities
at airports
at railway stations
in malls
Put print ads
in malls
at cyber cafes
at ATMs
to prompt user to register with Pepsi academy
Print Pepsi logo on the back of ATM receipts, which can be exchanged at Pepsi Lounge
for account score
Provide incentive to cyber café owners for setting the home page to
http://www.pepsiacademy.com

24. A better AEventsthealllong new spiritsub-stories
A greatGalvanize refreshing age the consumer
Celebrate ourdelightfulof allbrands Pepsi year
Celebrate year to all buzz converges
& great across connect themedianext
opportunity the new to of
more winners Pepsi lounges
Showcase the brand for the
A one of its kind celebration that brings
together all stakeholders and stories.

25.  India wins lots of medals in the  But there is a theft in the Indian
 The detective comes
Commonwealth games camp
 He finds a piece of paper that He gets a clue that medals are Guess the medal, city & sport
was mistakenly left by the thief hidden in different cities Win a seat in the finals

26. Web 2.0
Product Mobile
(Pepsi Academy & Social Media)
India’s Boxing Gold medal is in Delhi
Different media Different sub-stories One main story

27. Young Enthusiastic Bubbly Futuristic Liberal Successful Aspiring
Liveliness Travel
Life-loving Go-getters
Change Campaigns
Politically- conscious Positivists
Dynamism Business
Independent-minded
Joy Music
Happy-go-lucky dependents
Belief Reward
Destiny-believing pessimists
Connecting
Meeting Point
Values
Treat for you

28. Travel Reward Campaigns
Invitation from Pepsi to the youth, to
participate in campaigns like
Primary education
Environment protection
Business Regular business
trivia and tips
through mobile &
Travel websites The highest account scorer web
will require “My- of the month will get a
card” number chance to work as an external
The receipt will consultant to Pepsi
Music
have “Pepsi” logo Selected songs will be
Receipts will be made available on Pepsi
redeemable at the And …
Academy for free download
airports for a 500 ml
Pepsi Pepsi Day
for all

29. Chips Hungry Nourishing Tasty Party Snack Flavour
Maturity Environment
Life-loving Go-getters
Connectivity Social media
Politically- conscious Positivists
Awareness RSS feeds
Independent-minded
Lifestyle Magazines
Happy-go-lucky dependents
Connecting
Meeting Point
Values
Treat for you

30. Environment RSS feeds Magazines
“Lays green toolbar” would be
introduced
It’ll feature
-- Green dictionary
-- Green games
-- Links to other green websites & Pepsi
Academy website Run a column on the
emerging lifestyle of the
youth
Social media Column named “vote for
Notify Pepsi Academy
Send the updates from members about updates your lifestyle” would run
Pepsi Academy website to on the website through on the lines of “vote for
the homepage/wall of all RSS feeds your flavor”
the members

31. Strong Macho Daring Experimental Victorious Bold Aggressive
Adrenaline Games
Life-loving Go-getters
Rebellion Blogs
Politically- conscious Positivists
Rebellion Blogs
Independent-minded
Dreams Comics
Happy-go-lucky dependents
Connecting
Meeting Point
Values
Treat for you

32. Games Blogs
Engage consumers through online blogging
on Pepsi Academy websites on topics like
-- “Current challenges for India” for Politically
conscious positivists
-- “Life is an adventure” for Independent
minded consumers
Comics
Engage consumers through
Engage consumers online comics, whose main
through online character is very adventurous
adventure games Make the comics freely
Scores would be available on Pepsi Academy
added to the “My- website
card” account Post the link to various social
media

33. Energy Power Performance Sports drink
Relatively newer Educate the
Niche segment
brand consumer Better for you
Popularize it … but low A&M budget
Around commonwealth So
Energy & Performance … Fatafat !
Develop it
Sportsmen as brand ambassadors
-- target different sports
Target gyms and fitness clubs Forum on social media
Induce taste
-- sponsor instruments -- are you fit to represent India?
-- provide free coupons for Gatorade -- “make your team” contest

34. Health Nutrition Longevity Light Ready to eat breakfast
“Oats”- Increase “Breakfast
Complete food awareness habit”
Better for you
Increase awareness… but low A&M budget
Early adoption for
Target the children So
greater loyalty
-- Ready Quaker breakfast for school canteens
-- Quaker line of stationery Engage through social media communities
Educate the mothers “Aaj kitna better lagta hai” buzz
-- Quaker health camps for children “Healthy hindustaan” club

35. Tasty Tea time snack Indian Flavor
Life-loving Go-getters
Politically- conscious Positivists
Fun Umm… Meter
Connecting Independent-minded
Meeting Point
Values
Happy-go-lucky dependents
Treat for you

36. Kukure ads prompt viewers to post “Umm…meter” created to Recipe owner would campaign
their recipes on Pepsi academy test taste of all recipes to get maximum votes
“Umm…meter” updates sent Top 3 recipes reviewed by Winner’s recipe as new flavor,
on members’ homepage Kurkure team photo & recipe on the pack

37. Online travel agencies
Travel generates $1600 Million
revenue through internet
Regional languages
Regional language sites have grown to
34% of online market
Online social media
25 million unique social media users
an opportunity social networking growth at 36%
to connect better Search engine
to be where the consumer is 73% of internet users search the web
1+ Billion queries per month

38. Companies who
are like minded
have common target group
have strong connect with consumers
have future growth potential
Travel
Makemytrip.com Yatra.com Cleartrip.com Ezeego1.co.in
Search engine
 media
Social
Google Yahoo search AltaVista Alot
Facebook Orkut Twitter Hi5

39. Makemytrip.com & Yatra.com
Sites will require “My-card” number
The receipt will have “Pepsi” logo, receipts will be
redeemable at the airports for a 500 ml Pepsi
Google
It will support “Pepsi-theme” on its regional search pages
Twitter & Facebook
They will allow Pepsi Academy content displays
Benefits
Number of unique consumers from our target-group touched per day
Makemytrip.com Yatra.com Google.com Facebook.com Twitter.com
12 lakhs 8 lakhs 648 lakhs 169 lakhs 2 lakhs
Source: http://www.alexa.com