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Submitted to: Jyotsna Mukherjee
Made by: 1) Trisha Badlani 2) Yamija Sajwan
Introduction Advertising is Salesmanship Mass Produced´ Advertising is a common means used by many organizations or companies all over the world to make their products or services well known and are easier to be sold. there are not many successful products and not everyone remembers them but PEPSI advertisings are different because most of their customers are repeat consumers. on television and internet. in newspapers. sales and promotional initiatives.As we know the main customer target is teenagers and young adults and they are very much interested in sports and music and therefore Pepsi endorses mainly sports and music celebrities. on radios. the company is recognized worldwide as a leader in advertising. For several years the main consumers of PEPSI were teenagers and young adults. Although. . Every year many hundreds of advertisements are published through out the mass media such as on billboards. Nowadays Pepsi wants to gain more market share so it is extending its market by producing many range of product to suite every groups of consumer. Therefore. which are the main instruments. on sign boards. Pepsi is the one of leader of beverage industry so it has to work more to gain more market share and keep its position in the top of cola industry . this report will discuss the advertising strategies of PEPSI and how it stands as one of the leaders of the cola beverage industry. that we use and see everyday. In fact. marketing.
approaches and resources within a company which maximizes impact on consumer mind and hence results in maximum profit at minimum cost .Integrated Marketing Communication Tools Used By Pepsi As we know integrated market communication is the integration of all the marketing tools. pamphlets. demonstrations. This helps Pepsi to accelerate short term sales by building brand awareness and encouraging repeat buying. coupons. catalogues. news/press releases or event sponsorships. n order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. home parties. to build trust and goodwill by presenting the product. making presentations and any type of one to one . encourage direct responses to radio and TV . displays. 4) Direct marketing : under this tool Pepsi utilizes internet services. This also allows Pepsi to introduce new products and very quickly make the consumer aware of their new products 2) Sales promotion: Pepsi uses sales promotion through organizing various contests. Now a days Pepsi is widely used in social networking sites such as orkut and face book etc as its target audience is largely attached to these sites. samples. 3) Public relations: under this tool Pepsi promotes itself through public appearances. 5) Personal selling: it is initiated by setting sales appointments and meetings. Following are the five basic tools of integrated marketing communication y y y y y Advertising Sales promotion Public relation Direct marketing Personal selling 1) Advertising : Advertising is the major strength of PepsiCo it has a luxury to spent 225milliondollars in advertising each year this enormous advertising budget allows Pepsi to reinforce their products with reminder advertising and promotions. company or person in a positive light.
On top of that. We sponsored major music tours by entertainers such as Tina Turner. while providing some of the greatest products on earth. We partnered with many groups to create programs that contribute to minority communities. Over the years. treating all customers with respect. Energy drinks such as Gatorade are catered for athletes whereas Tea such as Lipton Iced Tea aims to provide quality taste for regular consumers. to carbonated drinks. Customer Cost Despite the fact that PepsiCo frequently lowers its price and eventually raises its price again. Pepsi pioneered targeted marketing and national lifestyle advertising featuring minorities. Early in its history -.as far back as the 1940s -. We support minority media and interests. Depending on the product. Each variety aims to meet the needs of different consumers of different demographics. our success has been recognized with numerous awards. sensitivity and fairness.communication to reach their customers and strengthen their relationship with their clients. Most importantly. prices are ranged from moderately low to hig . Water.PepsiCola recognized the importance of diversity. our products are purchased and enjoyed by all groups of consumers. Tea. Therefore PepsiCo is able to reach a large group of customers from different demographics because of its product variation. Pepsi has always been very flexible and reasonable with its pricing strategy. We developed education and sports programs spotlighting minorities. For example. buyers have not been affected by this pricing strategy. Consumer Solution PepsiCo offers a wide variety of products that ranges from Energy drinks. Consumers PepsiCo is committed to marketing its products to all groups.
Advertising Objectives Setting of advertising objective is a very important step in advertising planning of any company . Its ads like ³yeh hai youngistan mere jaan ³and generation next ³has been very effective in encouraging action and hence increasing its sales. 2) Providing information: PepsiCo uses its advertising strategies to provide information to both customers and business buyers this information includes letting the customers know the retailer store hours.persuasion techniques used by PepsiCo are in fields of broadcast media such as television and radio rather than in print advertising. Its television commercial encourage viewers to take action . brand awareness. 1) Building brand image: As we know PepsiCo invests a lot in creating its strong global brand and corporate image a strong brand creates a brand equity . PepsiCo works hard on providing information whenever and wherever required as information is one component of persuasion.following is the advertising objectives building brand image.e. another objective of various advertising programs. 3) Persuasion: Pepsi has been very effective in persuading its consumers to prefer its brand to others . brand image and brand equity.PepsiCo has been effective in creating a top of mind brand image in the mind set of its customers . 4) Encouraging action: PepsiCo has set motivational goals for its advertising programs.currently Pepsi has increased importing and exporting activities This makes Pepsi a memorable and accepted global brand as it focuses on the three vital factors for success i. business locations and also detail product specification. .
joy. and excitement and how Pepsi constantly tries to reinvent itself and invent new products and ideas. and blue portraying patriotism and an American classic taste. Their products' design is in a stately orderly format that commands authority and also emphasizes the products' refreshing. harmony. It looks at how Pepsi's branding strategy includes maintaining the brand equity and upholding the positive associations that are often linked with the Pepsi brand name such as youth. "Pepsi uses concepts. words." .Creative Aspect PepsiCo in short span of its operation in India has found a place in the hearts and minds Indian consumers through its creativity . 90s and today. and cooling qualities. which is a refreshing color. pictures.million corporations it is today. white. All of their products and advertising have the five basic design principles of unity. love. evaluating different marketing campaigns. This slogan proved to be the best suited one for Pepsi and it was a megahit at that moment of time. sequence. Pepsi knows that Indians have a passion for cricket and hence it has used few of its Indian cricketers very innovatively in its ads. a young pharmacist from North Carolina to the multi. emphasis. Media Strategies Pepsi Cola from its discovery in 1893 by Caleb Bradham. 80s. The strong colors of red and blue are good at attracting a lot of attention. They also use the color blue frequently for their packaging. Their logo is red. and contrast. It examines its advertising techniques over the years beginning with the very first advertisements and moving on to the different campaigns used through the 70s. and visuals to complete the total concept for their advertising. their effectiveness and how they impacted the wider marketplace.of the advertisement tag line ³ yehi hai right choice baby ahha ³ was the first hinglish slogan ever used in the Indian market .
For example.C.18 Finally. Pepsi and Coke would stand to benefit from shifting their focus from competitive actions to obtain exclusive school district contracts to creating a unified marketing approach that educates consumers about their community involvement and eliminates negative. no direct connection has been made between soda consumption and increased obesity.´ because it provides money for proms. . Pepsi has been ineffective in responding to outspoken critics such as the Center for Science in the Public Interest (CSPI). Pepsi and Coke would benefit through a concerted marketing effort to encourage distribution of soft drinks in schools.17 Moreover. Unfortunately. One official in the Washington D.Social and Ethical Issues Ethical issues concerning Pepsi have common interest in generating revenues through distribution of their products through vending machines on primary and high school campuses across the country. However. The CSPI is leading a campaign of public health experts to raise awareness of the adverse health consequences of increased soda consumption. Pepsi companies distribute more than carbonated beverages through vending machines ± they also distribute bottled water. bus tokens for needy students. school officials across the country view soda vending machine contracts as a boon to ailing school district budgets. and sports drinks. and extra school books. school district calls its contract with Coca-Cola a ³godsend. juices.
unmarried Data BEHAVIOURAL Occasions Parties . female 1 ± 2. Strong Aware . sports and regular occasions Quality . birthdays . strivers.Segmentation Target and Positioning Market segmentation Segmentation variables DEMOGRAPHIC Age Gender Family size Family life cycle PSYCHOGRAPIC Social class Life style Middle and upper class Actualizes .5 plus Married . experience makers and strugglers 14. interested Benefits User status Loyalty status Readiness stage .3-4. fulfilled . achievers. taste First time user .30 plus Male.believers .
Hotels.Market Targeting Pepsi customers are mostly Teenagers and Young Adults between the ages of 14 to 30. Homes. and Stores. Colleges. Market Positioning PepsiCo plans to further create positions that will give products the greatest advantage in their target markets. Universities. Restaurants. It also targets at Schools. Pepsi has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market .
It's the Cola . Have Fun.Slogans and logos 1898 Brad's Drink 1915 For All Thirsts .Pepsi: Cola 1933 It's the Best Cola Drink 1961 Now It's Pepsi for Those Who Think Young 1963 Come Alive! You're in the Pepsi Generation 1984 The Choice of a New Generation 1989 A Generation Ahead 1993 Be Young. Drink Pepsi 1997 Generation Next 2006 Pepsi.
Type of advertising with respect to product lifecycle that Pepsi adopts is a reminder type the reason behind this fact is that Pepsi is such a product that is at the maturity level currently. so for such a product companies mostly go for reminder types of advertisement so that they can penetrate more and more . means that only that Advertisement will leave impact on customer mind that has some specialty or uniqueness in it . Pepsi advertises its product mainly through electronic media. .for exp the Pepsi slogans ³youngistan ka WOW´. This is basically called clutter buster.Conclusion PepsiCo uses both national and international advertisements. Pepsi frequently has rewards programs with codes or messages printed on the bottom of the caps.before creating advertising message Pepsi gives lots of time to the factor that the message must gain customer attention. Has gained tremendous customer attention. These are the various advertising strategy used by Pepsi to enhance their sales.
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