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impact of advertisement pepsi on people (survey report)

impact of advertisement pepsi on people (survey report)

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Published by sheeba
study of add and impact of add on viwers
study of add and impact of add on viwers

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Published by: sheeba on Feb 09, 2009
Copyright:Attribution Non-commercial

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04/26/2013

 
 
1. Brand Name
: Pepsi
2. Product Type or Description
Beverage
3. Campaign Title:
Yeh Hai Youngistan Mere Jaan
” !
4. Category:
Consumer Product (Confectionery and food) 
Campaign National
Brief Introduction about company and advertisementPepsi take 33%of profits from softdrink industry and that is very high ratio in comparison of coca cola .Pepsi always believe in new innovatedadvertisement and always came up new attracting adsfocusing yougester.so they can capture the youth of country(that is there target audience).pepsi recently lanched therenew campaign for 2008 feburary featuring three brandambassadors Shah Rukh khan ,ranbir kapoor and deepika padukone in a refreshing new light.Developed by jwt thecampaign is dubbed “yougistan”, this according to thecompany “its an attitude”. Clearly targeting the youth,thecampaign will being a dialogue with its consumers byunbottling their imagination of what “yougistaan”means tothem.
 MARKETING CHALLENGE 
 
 Pre-launch Scenario:
To build the brand as youngster drink.
To maintain Pepsi position as more prominent in black color beverage category.
Cleary targeting youth.
Maintain his position in market and attracting new customers and retaining oldone.
The market for Soft drinks is huge and comprises of high degree of potential socapture as much as you can.
There is always a need for something new and exciting advertisement in the beverages industry.
The advertisement of soft drinks is very competitive, so every time some thingnew attracting ,excting and innovative is required.(means young ads)
The Challenge:
To gain more markets share in the beverages industry.
To compete with thumbs up and coca cola.
To represent the word of youth where the young generation likes to be in ancontrol. It brings forward their never failing attitude their desire to take challengesand the power to turn things around.
 
CAMPAIGN OBJECTIVES:
Create awareness and to make famous youngistan
To get to at least 60% of the market leader, in terms of sales.
To built attitude of pepsi as this brand desn’t have never failing attitude.
To
target specifically youth as its major group of customers.
TARGET AUDIENCE
 We consciously targeted the age group of 15-25 years which belong to teenagers andyoung adults.clearly targeting the youth.pepsi target consumers which is young havingnever failing attitude,their desire to take challenges and power to turn things aroundwhich reflected in the tagline “
chaaho toh kuch bhi assaan”
yeh hai yougistanmeri jaan”.
CREATIVE STRATEGY:
Storyboard of the \ 

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