brand dossier on pepsi

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BRAND DOSSIER ON PEPSI Aswath Mayooran R Namrata kedia Rohit Lakhotia Deeraj Rane

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Aswath Mayooran R Namrata kedia Rohit Lakhotia Deeraj Rane. BRAND DOSSIER ON PEPSI. Agenda. Overview Of Pepsi Positioning and repositioning Advertisement Sales promotion Analysis of the product Generic competition Hypotheses Justification Analysis of data Net take away. History. - PowerPoint PPT Presentation

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Page 1: BRAND DOSSIER  ON  PEPSI

BRAND DOSSIER ON

PEPSI

Aswath Mayooran RNamrata kediaRohit LakhotiaDeeraj Rane

Page 2: BRAND DOSSIER  ON  PEPSI

Agenda

Overview Of Pepsi Positioning and repositioning

Advertisement

Sales promotion

Analysis of the product Generic competition Hypotheses

Justification

Analysis of data Net take away

Page 3: BRAND DOSSIER  ON  PEPSI

In 1893 - Caleb Bradham - experimented with many different soft drink

concoctions. In 1964 - Diet Pepsi is introduced In 1965 - Expansion outside the soft drink industry begins. Frito-Lay of

Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc In 1992 - Pepsi-Cola launches the "Gotta Have It" theme which supplants

the longstanding "Choice of a New Generation.“ In 1998 - Pepsi celebrates its 100th anniversary

History

Page 4: BRAND DOSSIER  ON  PEPSI

Pepsi repositioned itself as a drink for all the

seasons Pepsi repositioned itself as a drink for the

“young people”

Initial positioning and repositioning

Initial Positioning:Initially Pepsi was introduced as a drink for the white peoplePepsi positioned itself as a drink during summer season

Subsequent Repositioning:

Page 5: BRAND DOSSIER  ON  PEPSI

Advertising Strategies

Varities of Advertaisments were made

Tv commercials

Print Media

Social Media

Effects of this - Pepsi holds a good amount of market share

Page 6: BRAND DOSSIER  ON  PEPSI

Advertising strategies

1950 – “Any weather’s, Pepsi weather” 1958 – “Be sociable, Have a Pepsi” 1961 – “Now it's Pepsi for those who think young” 2013 – “Oh yes abhi”

A few Taglines are :

Page 7: BRAND DOSSIER  ON  PEPSI

Sales promotion strategy

Page 8: BRAND DOSSIER  ON  PEPSI

Analysis of product4Ps Evaluation Product:

Un-compromised quality in the product could be seen over the years. Pepsi has a lot of variants and available in different sizes

Price: It is affordable to attract customers from all income groups.

Promotion: Initially targeted middle income group Later targeted youths

Place: Pepsi has established its distribution network in almost every region in India. The margin for the retailer and main distribution agent has been made such a

way that it reaches every part of the nation with ease.

Page 9: BRAND DOSSIER  ON  PEPSI

Generic competition

Mazaa and slice Fresh juices Packaged juices Tea, coffee, etc.

Other than the competitors like Coca-Cola and Thums Up it

faces many threats from other generic competitors like

Page 10: BRAND DOSSIER  ON  PEPSI

Strategies adopted to fight competition

Pricing strategyDecides its price on the basis of competition

Franchising strategy Distribution strategy

Page 11: BRAND DOSSIER  ON  PEPSI

Future directions for the brand

Increase the per capita consumption

Expanding its distribution network

Leading the beverage revolution in India

Target-Young generation Tie ups with IPL

Page 12: BRAND DOSSIER  ON  PEPSI

Hypotheses

Availability is the most important factor while buying Pepsi.

Preference of Pepsi is not influenced by its Brand Ambassador.

The mother brand, “PEPSI”, is popular than its variants.

Page 13: BRAND DOSSIER  ON  PEPSI

Justification

H1

Pepsi bought – on basis of availability of the product as in Pepsi is the

black soft drink that they buy and not “PEPSI”.

H2

Sales of Pepsi – Is it influenced by the brand ambassadors alone.

H3

Brand “PEPSI” is more popular than any of the company’s variants.

Page 14: BRAND DOSSIER  ON  PEPSI

Analysis of the Hypotheses Availability is the most important factor while buying Pepsi

Price

Avail

abilit

y

Quench

satis

factio

nTas

te

Brand

Amba

ssado

r

Style

quotie

nt0.00001.00002.00003.00004.0000 3.0532

4.02133.3723 3.3830 3.0213 3.0426

Pepsi's attributes

Mean

Price

Avail

abilit

y

Quench

satis

factio

nTas

te

Brand

Amba

ssado

r

Style q

uotien

t0.00001.00002.00003.00004.0000 3.2340

3.9043 3.7021 3.86173.2872 3.3191

Thums up’s attributes

Mean

0.000002.000004.00000

3.042554.042553.531913.840433.202133.02128

Coca cola attributes

Mean

Page 15: BRAND DOSSIER  ON  PEPSI

Preference of Pepsi is not influenced by its Brand Ambassador

Analysis of the Hypothesis

0.000001.000002.000003.000004.000005.00000

3.042554.04255 3.53191 3.84043

3.20213 3.02128

Coca cola attributes

Mean

0.00002.00004.0000

3.05324.02133.37233.38303.02133.0426Pepsi's attributes

Mean

Price

Avail

abilit

y

Quench

satis

factio

nTas

te

Brand

Amba

ssado

r

Style

quoti

ent

0.0000

1.0000

2.0000

3.0000

4.0000 3.23403.90433.70213.8617

3.28723.3191

Thums up attributes

Mean

Page 16: BRAND DOSSIER  ON  PEPSI

Mother brand “Pepsi”, is more popular than its variants

BrandpepsiDiet PepsiPepsi BluePepsi AtomCoca-ColaDiet CokeThums Up

Total number of people who can recognize the brand54333039886467

Analysis of the Hypotheses

Page 17: BRAND DOSSIER  ON  PEPSI

Contd Comparison of Mother Brand "Pepsi" with its variants

BrandpepsiDiet PepsiPepsi BluePepsi Atom

Total number of people who can recognize the brand54333039

pepsi Diet Pepsi Pepsi Blue Pepsi Atom0102030405060 54

33 3039

Comparison of Mother Brand & its variants

Number of People

Page 18: BRAND DOSSIER  ON  PEPSI

contd And also we compared the variants of Pepsi & Coca Cola

Brand Total number of people who can recognize the brandDiet Pepsi 33Pepsi Blue 30Pepsi Atom 39Diet Coke 64

Diet Pepsi Pepsi Blue Pepsi Atom Diet Coke010203040506070

33 3039

64

Comparison of Variants of both "Pepsi" & "Coca cola"

Number of People

Page 19: BRAND DOSSIER  ON  PEPSI

Net take away

Pepsi is considered to be bought mostly because of the availability of the

product rather than other attributes. Out of all its competitors “Pepsi” is the product that is not preferred due to

the influence of Brand Ambassadors. Variants of Coca-Cola is more popular than variants of Pepsi.

Page 20: BRAND DOSSIER  ON  PEPSI

Thank You