project on pepsi co

8/3/2019 Project on Pepsi Co.

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MARKETING MANAGEMENT

A PROJECT ON:-

TARGETING AND POSITIONING OF PEPSI

COMPANY.

SUBJECT TEACHER ± AMISHA MISS

A PROJECT BY STUDENTS OF ³ ´COLLEGE



Group No.4

MEMBERS INCLUDING IN GROUP ARE :-

NAME ROLL NO.



Youngistan Campaign



Indian Soft Drink Market

Carbonated

Non

Carbonated85%

15%



About PepsiCo

Pe

psiCo is a world lead

er in conv

enience

foodsand bev erages. Its world renowned brands are available in nearly 200 countries and territories.

PepsiCo entered India in 1989 and has grown tobecome the country·s largest selling food andbev erage companies.

PepsiCo India and its partners hav e inv estedmore than U.S.$700 million since the companywas established in the country in 1989.



PepsiCo·s Profile Rev enues in 2007 is more than $39 billion.

Share in Indian carbonated soft drink market is

37 bottling plants in India, of which 16 are company owned and 21are franchisee owned.

PepsiCo·s Frito Lay snack division has 3 state of the art plants.

It has more than 185,000 employees across the world.

In India, PepsiCo provides direct employment to 4,000 people andindirect employment to 60,000 people including suppliers anddistributors.

CEO : Mr.Sanjeev Chadha.

India Headquarters : Gurgaon.



Brand Image of Pepsi

Pepsi is a brand that every youngster relatesto.

But this definitely doesn·t mean that otherage groups are not it·s user·s.

Thus Pepsi·s brand image is it·s hip, cool,lively and refreshing attitude.



Products



Advertising Strategy of Pepsi

Pepsi·s target audience are mostly teens andyoung adults and their adv ertising reflects thisin ev ery possible way.

The company changes its adv ertising strategyand image to reflect the target's interests.

Pepsi makes sure that the adv ertisements

reflect to the target audience·s interests andnostalgia.



CONTD«

The adv ertising strategy includes cool, hippromos to attract more of the targetaudience.

The adv ertising is mostly creativ e and hasdifferent elements like music and sportsother than bollywood.

Pepsi.com also plays an important role inadv ertising and attracts target audience bygiving access to options like downloads,gaming, music mixing applications etc..



Some of Pepsi·s

successful Campaigns



Yeh Dil maange more



Bubbly Campaign



YoungistanCampaign³Yeh hai Youngistaan

Meri Jaan ³



About Youngistan

This campaign has two new celebrities RanbirKapoor and Deepika Padukone ³who acted inthe two most-talked about Hindi films in 2007,to accompany brand ambassador Shah Rukh

Khan.

´This time we wanted an all-encompassingtheme. ¶Youngistan· reflects the mood of India·s youth, which is today keen to take the ropesand drive India,µ says Punita Lal, executivedirector, marketing, PepsiCo.



CONTD«

´Youngistanµ, hopes to cash in on the buzzsurrounding today·s youngsters.

Youngistan is not so much a place and it isa state of mind of today·s youth. ´Whilethe term is new, what it stands for ² theGenNext attitude ² is not newµ.



Segmenting pattern

Demographics: The Campaign targets teens andyoung adults of metros and phase II cities.

Psychographics: The campaign attempts tocapture the youth of today by focusing on theirpersonality,lifestyle and attitude of youth

through the adv ertisement



Targeting Strategy

The Youngistaan Campaign usesundifferentiated targeting

strategy to reach out to its targetaudience. That is it launched

youngistaan campaign for all the

target audience in the same way.



Positioning

The campaign positioning is done on thebasis of user approach i.e a personalitybased approach where a user·s image or

association rubs off on the brand image.The user could be a celebrity or anordinary user.

For this campaign Pepsi used the threemost popular celebrities of the last yeari.e Shahrukh Khan, Ranbir Kapoor,Deepika Padukone



Placement of the Campaign

The campaign was first launched on T.V during the tri-seriesmatches in February.

The campaign is launched with a 360-degree activationacross radio, outdoor, modern trade, Web and wirelessplatforms.

Pepsi has launched a website for Youngistan inside the PepsiCool Zone and is planning to make it a responsive peer group

site where youngsters can visit and make comments on anytopic.

Pepsi Youngistan is also sponsoring ¶¶Wassup Youngistanµ onMTV, a show where youth can voice their thoughts.



Youngistan T.V advertisement



Advertising Agency for

Youngistan JWT ( J. Walter Thompson), ranks asthe largest adv ertising agency brandin the U.S. and as the fourth-largestfull service network in the world. Itwas the first agency to be associated

with anthropology and the study ofconsumer behavior.



Competitor·s for Youngistan.

Competition for Pepsi has always comefrom it·s arch rival Coco-Cola. Coke keptup with Pepsi·s Youngistan b y launching a

campaign ´Jashn Mana leµ staringHrithik Roshan.

Sprite, a subsidiary of Coco-Cola

company has also launched an adcampaign called ´Hindustanµ, mockingthe Pepsi·s ´Youngistanµ campaign.



Conclusion As it·s earlier campaign·s

Pepsi through ¶Youngistan·campaign aims at capturingit·s target audience inanother cool, funky,attractive way.

project on pepsi co

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