Youngistan Campaign

Indian Soft Drink Market

15%

Carbonated

Non
85% Carbonated
 About PepsiCo
• PepsiCo is a world leader in convenience foods
and beverages. Its world renowned brands are
available in nearly 200 countries and territories.

• PepsiCo entered India in 1989 and has grown to

become the country’s largest selling food and
beverage companies.

• PepsiCo India and its partners have invested

more than U.S.$700 million since the company
was established in the country in 1989.
 PepsiCo’s Profile
• Revenues 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 21 are

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 and

indirect employment to 60,000 people including suppliers and
distributors.

• CEO : Mr.Sanjeev Chadha.

• India Headquarters : Gurgaon.

 Brand Image of Pepsi

• Pepsi is a brand that every youngster relates

to.

• But this definitely doesn’t mean that other

age 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 and
young adults and their advertising reflects this
in every possible way.

• The company changes its advertising strategy

and image to reflect the target's interests.

• Pepsi makes sure that the advertisements reflect

to the target audience’s interests and nostalgia.
 CONTD…
• The advertising strategy includes cool, hip
promos to attract more of the target
audience.

• The advertising is mostly creative and has

different elements like music and sports
other than bollywood.

• Pepsi.com also plays an important role in

advertising and attracts target audience by
giving access to options like downloads,
gaming, music mixing applications etc..
 Some of Pepsi’s
successful Campaigns
Yeh Dil maange more
Bubbly Campaign
 Youngistan
Campaign
“Yeh hai Youngistaan
Meri Jaan “
 About Youngistan
• This campaign has two new celebrities Ranbir
Kapoor and Deepika Padukone —who acted in
the two most-talked about Hindi films in 2007,
to accompany brand ambassador Shah Rukh
Khan.

• “This time we wanted an all-encompassing

theme. ‘Youngistan’ reflects the mood of India’s
youth, which is today keen to take the ropes
and drive India,” says Punita Lal, executive
director, marketing, PepsiCo.
CONTD…
• “Youngistan”, hopes to cash in on the buzz
surrounding today’s youngsters.

• Youngistan is not so much a place and it is

a state of mind of today’s youth. “While
the term is new, what it stands for – the
GenNext attitude – is not new”.
 Segmenting pattern
• Demographics: The Campaign targets teens and
young adults of metros and phase II cities.

• Psychographics: The campaign attempts to

capture the youth of today by focusing on their
personality,lifestyle and attitude of youth
through the advertisement
 Targeting Strategy
• The Youngistaan Campaign uses
undifferentiated targeting strategy
to reach out to its target audience.
That is it launched youngistaan
campaign for all the target
audience in the same way.
 Positioning
• The campaign positioning is done on the
basis of user approach i.e a personality
based approach where a user’s image or
association rubs off on the brand image.
The user could be a celebrity or an
ordinary user.
• For this campaign Pepsi used the three
most popular celebrities of the last year
i.e Shahrukh Khan, Ranbir Kapoor,
Deepika Padukone
 Placement of the Campaign
• The campaign was first launched on T.V during the tri-series
matches in February.

• The campaign is launched with a 360-degree activation

across radio, outdoor, modern trade, Web and wireless
platforms.

• Pepsi has launched a website for Youngistan inside the Pepsi

Cool Zone and is planning to make it a responsive peer group
site where youngsters can visit and make comments on any
topic.

• Pepsi Youngistan is also sponsoring ‘‘Wassup Youngistan” on

MTV, a show where youth can voice their thoughts.
Youngistan T.V advertisement
 Advertising Agency for
Youngistan
• JWT ( J. Walter Thompson), ranks as
the largest advertising agency brand
in the U.S. and as the fourth-largest
full service network in the world. It
was the first agency to be associated
with anthropology and the study of
consumer behavior.
 Competitor’s for Youngistan.
• Competition for Pepsi has always come
from it’s arch rival Coco-Cola. Coke kept
up with Pepsi’s Youngistan by launching a
campaign “Jashn Mana le” staring
Hrithik Roshan.
• Sprite, a subsidiary of Coco-Cola
company has also launched an ad
campaign called “Hindustan”, mocking
the Pepsi’s “Youngistan” campaign.
 Conclusion
• As it’s earlier campaign’s
Pepsi through ‘Youngistan’
campaign aims at capturing
it’s target audience in
another cool, funky,
attractive way.