Marketing Management 1

SWOT ANALYSIS
STRENGTHS WEAKNESS
Unhealthy products
Lack of focus on core
operations

THREATS
Health trends
Increased competition
Change in consumer
demands

The brand name
Vast product line
Strong distribution

OPPORTUNITIES
Global presence
Steady growth rate- positive
potential



TARGETING
It is youth centric since inception.
It aimed at Indian audience that loves cricket,
movies, music and football
They also target heath conscious youth (by
introducing diet Pepsi and quaker oats).
Appealing to urban youth who wants change,
are impatient, wants more from life, has Can
Do attitude.
Youth who consider drinking cola is trendy.

SEGMENTATION
PROFILE
Demographic
Age: 20 to 34
years
Gender: Males
and Females

Geographical
Region: Urban
cities
PSYCHOLOGICAL
Lifestyle: Trendy,
Sophisticated

Personality: Cool,
Youthful

Perceptions:
Stylish and young
BEHAVIOURAL
Purchase:
Decentralized
Benefits sought:
Thirst quencher,
status symbol
Usage: Occasional
Purchase occasion:
Parties, get-
togethers and
regular purchases
Purchase
behaviour:
Instinctive/planned
Positioning Statements of Pepsi
PepsiCo had try to always establish a strong
connect with Youth attitude and values with its
positioning statements.
In 1990 PepsiCo had the tagline The Choice of
new generation to attract its young customer.
During the period from 1990 to 2013, PepsiCo
adopted different Taglines such as Yeh hai right
choice baby, aha !, Yeh dil Mange More, yeh
pyas hai badi, yeh hai Youngistaan meri jaan,
Oh yes Abhi!.
PepsiCo have always tried to provide youth
with new phrases and language from their
taglines.
Targeting the greatest passion of youth that
were cricket and bollywood for the promotion
of their taglines, PepsiCo had always created
an appetite for their new taglines.
Although there has been change made in the
taglines of the company from time to time the
target segment has always been the youth and
the company has always tried to portray itself
as a Young Brand.
USE AND CHOICE OF CELEBRITIES BY PEPSI TO
STRENGTHEN THE BRAND POSITIONING
AD CAMPAIGNS:
1993 Yehihai right choice baby :Aamri Khan , AishwaryaRai and
MahimaChaudhury
1999 YehDilMaangeMore : Sachin Tendulkar
2004 YehPyaasHaiBadi : Shah Rukh Khan ,Saif Ali Khan and PreityZinta
2008 YehhaiYoungistaanMeriJaan : Shah Rukh Khan , RanbinKapoor
and DeepikaPadukone
2009 Youngistaan : M.S. Dhoni ,Ishaant Sharma , VirenderSehwag and
Sreeshant
2010 YoungistaankaWOW :RanbirKapoor
2011 Change the Game : MS Dhoni , VirenderSehwag, Kevin
Peitersen, T Dilshan and Harbhajan Singh
2013 Oh Yes Abhi :RanbirKapoor, Priyanka Chopra and MS Dhoni


Portraying youth centric image so celebs are
all youth icons.

Indians are obsessed with two main things
Bollywood and Cricket so brand ambassadors
chosen are all famous celebs.

Celebs add glamour and entertainment factor.

Celebs are used in ads to create a grand
impact.

MARKETING STRATEGIES OF PEPSI:
Pepsi positioned itself in the market as a youth brand.

All their advertisements and taglines were to attract more and
more youth:
The choice of New generation
Yeh hi hai right choice baby, Aha
Yeh Dil maange more
Yeh hai youngistaan meri jaan
Youngistan ka WOW

These taglines represented the attitude and values of the young
generation.

Used celebrities like MS Dhoni, Sachin Tendulkar, Ranbir Kapoor,
Aishwarya Rai for endorsing the brand as well as build the brand
identity.







Sponsored IPL and became the official partner of T-10 Gully
Cricket for promoting itself among youth.

Promoted their campaigns through Twitter and facebook.

Promoted Youngistaan campaign across 62 Pizza hut outlets
wherein the consumers could make use of their Youngistaan card
to get the benefits.

Through their MAIN JEET GYA ad, they gave free recharge
coupons to customers.

OPPORTUNITIES
Increasing demand for healthy food and beverages.
Increasing disposable income.
Functional beverages such as energy drinks and vitamin water.
Target family segment.

CHALLENGES
Health consciousness amongst people can take a toll on its aerated drinks.
Inflation and instability in commodity prices.
Increased competition from low priced products like lime juice and butter milk.
Slower economic growth.










Opportunities and challenges ahead for Pepsi
Introduce a product directly competing with Thums Up
PepsiCo should introduce a product directly competing
with Thums Up as Thums Up is the no.1 selling drink in
India and has a unique taste that suits Indian palette.
Introduce functional beverages
As the demand for functional beverages such as energy
drinks, flavoured vitamin water is increasing, PepsiCo
should introduce products in these categories.
Start targeting family segment
Pepsi has deliberately targeted the youth segment and has
some what been successful in that, but it should now also
through advertisements try to target the family segment
as well.
STATERGIES FOR PEPSI
Introduce more healthy food and beverages.
Due to people being more health conscious, demand for
healthy food and beverages has increased drastically.
PepsiCo should therefore further expand its product range
with beverages and snacks that have low amount of sugar
and calories.
Introduce low priced and smaller variant
As the purchasing power of rural population is lesser than
the urban population, Pepsi could introduce a low priced,
smaller bottled(100ml) variant. This would also help in
competing with the products such as lime water and
butter milk which are sold in 100-200 ml packs and are
priced lower than colas.


THANK YOU