PEPSI MEDIA
PLANNING
AND BUYING
Group Members
Muhammad Tayyab javed S2018077021
Submitted to: Aneeza Tariq S2018077048
Ma’am Maria Naeem
Section : Huma Munawar S2018077063
A
Course: Shaiza Farooq S2018077032
Advertising and society
Shahzaib Mazahar S2018077047
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BRIEF HISTORY
● Pepsi was originally known as● In 1903, Bradham moved the
“Head’s Drink” in New Been, bottling of Pepsi- Cola from his
North Carolina. Cakes drugstore to a rented warehouse
Bradhham invented the drink where he said 7,968 gallons of
From his home in 1898. syrup. The next year Bradham
Bradham originally invented sold Pepsi in six-ounce bottles,
the fountain drink to help aid which drastically increased the
digestion and boost energy. It sales increased to 19,848 gallons
was later named Pepsi cola,
possibly due to the digestive
enzyme pepsin used in the
recipe.
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BRIEF HISTORY
bankrupt again. Consequently, the President of Lift Inc.
Charles Ruth, purchased the company’s assets. Loft
waDuring the Great Depression in 1931, the Pepsi-Cola
company entered bankruptcy due to the fluctuating sugar
prices during world war 1. Right years later, the company
went s a candy manufacturer who owned retail stores that
contained soda fountains . He sought to replace coca Cola
at his stories fountain after refused to give his a discount on
syrup.
Competitor Analysis
● Coke: Coca-Cola also known as coke, is a carbonated soft
drink that is sold in more than 200 countries throughout the world.
It is produced by the Coca- Cola company, which is based in
Atlanta, Georgia. Coca-Cola was invented in the late 19 th century
by John Pembertin, and was intended to be a patent medicine.
However, businessman, As a Griggs Sandler, bought out Coca-
Cola and helped it dominate the world soft-drink market
throughout the 20th century. The Coca-Cola company produces the
coke concentrate, which is then sold to bottling companies, major
restaurants and food service distributors throughout the world.
Today, Coca-Cola is still places first in the soft drink market in the
United States.
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● Diet Coke: Diet coke, also owned by
the Coca-Cola company, is a sugar-free soft
drink, which was first introduced in the United
States in 1982. It is sweetened with aspartame,
an artificial sweetener. However, there is
another version of Diet coke that is sweetened
with Splenda. Contrary to popular belief, Diet
Coke does not use a modified from of the
Coca-Cola recipe, but uses an entirely different
formula. Diet coke currently is tied with Pepsi
for second place in the market share.
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Nature of products
Pepsi
• Carbonated Water
• High Fructose Corn Syrup
• Caramel coloring
•Phosphoric Acid
• Caffeine
• Citric Acid
• Natural Flavoring
• 150 Calories per 12 oz. Can.
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Swot Analysis
Strength Weakness Opportunities Threats
● Second in the market ● Reliant upon line ● Brand is attractive to
for soft drink brands global partners • Strong
extensions
Competition
● Brand Strength ● Reliant upon particular ● Increase market share • Potential Heath
● Effective stride in New carbonated drinks through advertising/ issues
markets Sponsorships • Concerns of
● Saturation of
● International expansion obesity
● Diversification Carbonated soft drink • Sluggish
● Distribution segment growth of
● Overdependence on Carbonated
U.S. markets beverages
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Marketing objectives
“ Pepsi is doing well, it is the beverage Pepsi we
are concerned about. Overall, we would like to
increase market share by 2.5 points, from 9.9% to
12.4% (about a 25% increase). Also, while
overtaking Coca Cola at the number one spot
would be ideal, it is not a reason-able goal.
However, we do want to maintain our number two
position and avoid having our spot taken by Diet
Coke.
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Target audience
Media selection: Demographic selection
Tv and radio will be the most effective
medium to reach our targeted audience. Region:
Another choices will be internet, outdoor, All over the world.
magazine and newspaper. However now a Gender:
days youth prefer internet so this medium males, females, youth
we intend to use to reach our targeted Age:
audience. no restrictions above 18
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Marketing mix strategy
Product: Place: Price:
Pepsi is the cola Pepsi operates 700 Pepsi is an
offered in the can, manufacturing
bottle or as a fountain
affordable treat
plants world wide
beverage. Pepsi is like all sodas.
and operates about
usually a thought of 100,000
as sweeter than coca distribution routes
cola. directly or through Promotions:
our bottlers Pepsi constantly has
worldwide and several promotions on
serves TV ads, digital media
approximately 10 etc.
million outlets on
the regular basis.
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Media strategies:
Through our campaign, we plan to achieve our objective goals of increasing our market share by 2.5
points, from 9.9% to 12.4% (or 25%) and preventing Diet Coke from taking our second place spot.
We feel that a near $10 million increase in our budget from $40.1 million to $50 million(a 25%
budget increase) will be sufficient in obtaining our goals. Again, this is the most reasonable market
share increase. While overtaking Coca-Cola lead in market share would be great, this is not a
realistic goal. Based on numbers researched that will be presented over the following pages, we have
determined several means of obtaining our goal. We intend to focus on our targeted audience. We
have set specific goals for this demographic varying from month to month. We also intend to focus
our advertising efforts more heavily in particular areas of the country based on the likelihood of one
consuming Pepsi-Cola or any other brand of regular cola in these regions.
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Also, we intend to reach this particular audience through multiple
mediums. This include radio internet campaign, continuing our strong TV
advertising presence and maintaining a presence in both print mediums of
Newspaper and Magazine. Our new tactic diverts from traditional Pepsi
advertising strategy of almost strictly Television campaigns.
Our new campaign will feature heavier weights in different quarters of the
year. The second quarter April through June, is a Traditionally strong
quarter for Cola products as the weather is warming up. Our campaign will
weigh heavily on this quarter not only due to the weather warming up, but
also to get the campaign rolling for the summer. Our second heaviest
quarterly weight is the fourth quarter. This time of the year the football
seasons are beginning to come to head, leading to higher sales in snack
foods.
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Scheduling strategy
● We will use Pulsing strategy ● Budget:
as add is for particular time
As our budget for the
period so firstly when our
campaign of this time period
add is newly on air we show
is 25 lac and we are going
full add and then after month
with mix-media selection
we reduce the time of Add
strategy buying three
and show sometimes full
different medium for the
Add some time short-version
promotion of our product
of our Add.
and allocate budget
according to plans.
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Media Mix
TV. Radio. Internet
Our target audience’s second highest The internet is a very cost efficient and
TV is an excellent medium
quintile medium was radio, indicating that low cost medium for advertising which
to advertise Pepsi with the
our target audience is more likely to listen to is why we are incorporating into our
maximum amount of reach
the radio than to read the newspaper or a media mix. Also, while our targets do not
and frequency. TV is proven
magazine. For this reason, we plan to devote have very high index numbers with the
to be an effective medium to
more of our budget to radio advertising. internet, it is well known that younger
advertise because of its
This medium is effective for several reasons: people are more heavier users of this
flexibility, cost efficiency in
advertisers are able to reach specific kinds to medium. Benefits of using such a service
reaching mass and selective
target audience’s according to certain include its low cost, easy measurement
audiences as well as
stations, there is a high level of frequency, it of effectiveness, interactive qualities and
combining sight and sound
is excellent for consumers on the go, there is ability to provide supplemental
for active, lively selling.
an extremely high summer exposure and it is information. For these reason, the
flexible. internet would be a wise choice for any
advertiser. 15
Newspaper and
Magazines
In efforts to expand our brands reach and frequency we
are adding print advertising to the Pepsi media mix.
Benefits of using the newspaper are as follow: There is
less competition on Sundays, typically high readership,
much flexibility, and broadened coverage area. A second Place your screenshot here
print opportunity presents itself with magazines,
Advertising in magazines is highly effective because they
provide selectively of audience, reach light TV views,
contain long-lived ads, have a large pass along audience
and provide controlled circulation
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Media buying
The media we purchase:
For television: different channels like Geo, Ary, A-
plus etc
For billboards: We choose mostly big streets where
people can easily see it.
For social media: Like Instagram, Facebook, Twitter
etc.
Thanks!
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