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Published by: Vrusti Rao on Aug 31, 2013
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08/31/2013

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SUB: MARKETING MANAGEMENT ASSIGNMENT: ASPECTS RELATED TO MARKETING MANAGMENT NAME: VRUSTI .RAO SECTION: B SUBMISSION TO: DR.RAJU.

RATHOD SIR SUBMISSION DATE: 10/02/2013 INSTITUTE: G.H.PATEL POSTGRADUATE INSTITUTE OF BUSINESS MANAGEMENT

This marks the beginning of a new journey for Pepsi in India and will be followed by a series of innovative and exciting initiatives over the course of the year.PESPI CHANGES THE GAME. Ranbir is impatient to go and eat Pani Puri coupled with his Pepsi. which PepsiCo had been using of impatience. Dhoni. „Oh Yes Abhi‟. Priyanka is impatient to go and perform on stage. portraying moments of impatience. PLAYS ON IMPATIENCE NEW CAMPAIGN FOCUSES ON NOW –OR – NEVER Introduction  The new and young India is the new youth philosophy that Pepsi aims to bring alive through its mega campaign and new brand positioning. the calm and composed sportsman is impatient to celebrate after winning the World Cup. . The new theme replaces “change for two years  the game”.”    This new campaign reflects the “moments The up-coming commercial scheduled to go on-air on for consumers.

Advertising of new campaign on TV commercial will run for about two months and separate advertisement foe IPL T20 TOURNAMENT that starts in March /April.   Penetrate Market is the set of consumers (rural.8 crore or rs 80 crore a year. semiurban) who will buy the companies product Pepsi. Independent brand experts say that new theme but it is impatience is a youth’s universal trait and it connects between the spontaneous consumption and living. RANBIR KAPOOR . Price of Pepsi is 5 or less in the rural market so they can buy the product and capture the market. Promotion: PEPSI sponsor of IPL T20 tournament for five seasons starting this year and won the rights of the lucrative cricket tournament for rs 396. advertisements over a period of time to penetrate the market. the campaign will be taken across various media. tag line. including social media Face book and Twitter and ad is endorsed by MS DHONI. it was not easy for Pepsi co to offer beverage at 5 rs or below. plastic cups. Concepts like   Demographic youth of metro.       . Behavioural patterns how youths they behave or impatience nature and now or never attitude of youths after drinking Pepsi they are doing there things which they were afraid of before. tins. campaign. Analysing the rural environment the company has been successfully penetrating the mass market by offerings cost effective packs of products with even five packs and below that selling more in the rural areas. metro. colour.Main issue & Concept aspects of an Article Pepsi changed the theme almost after two years as the companies have to change things like logo. Marketing research is done by company before launching the campaign before six months in advance and marketing advertising JWT which will show youth of India. Packing beverages in conical tetrapaks. Before launching a new theme Pepsi has done a detailed survey of market with the help of independent agencies in whole country on behavioural patterns of the Indian youths for more than six months. rural and semi urban.PRIYANKA CHOPRA. Marketing segmentation: Pepsi focuses on youths of India.

By this company has to do different things over a period of time or else it will lose its market by focusing on youth of India is great concept. The campaign was conceived about six months ago and the reason behind the brand’s association with IPL was what it stood for in terms of giving a platform to younger players as well as sourcing of talent from the grassroots. They hire agency for advertisement promotion i. Promotion is done in different way ipl. rights of lucrative cricket. They change according to environment.Learning       Company is doing well and is successful developed.2013 Monday page number 14 /Ahmadabad .e. The price of product is reasonable. They do survey before launching the product and campaign so well they succeed and also understand market. which also made IPL as a key ‘Oh Yes Abhi’ platform. Conclusion    Pepsi by this campaign have shown emotions and now –never attitude of young youths in better way. JWT well know company. place and customers very well. Source  Business standard February 4 .

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