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AT A GLANCE..First made in the 1890s by Pharmacist
CALEB BRADHAM
Brand trademarked on June 16,1903.
PepsiCo entered India in 1989
PepsiCo owns 5 different billion-
dollar brands- Pepsi, Tropicana, Frito-Lay,Quaker, and Gatorade
Soft drink portfolio also consistsof Mirinda and 7Up
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MARKET SCENARIO- INDIA
India is one of the top five markets in terms of growth of soft drinks
Per capita consumption of soft drinks very lowas compared to US
One of the fastest growing markets for soft
drinks.
The level of consumption is seen to increasewith rising household incomes while
decrease with age.
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CORE & AUGMENTED PRODUCT
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S EGMENTATION Pepsi correctly rode the waveof the future
A young population whichwould respond to anaggressive, well-focusedadvertising campaign and aslightly different product.
Successful product
"differentiation throughdemographic andpsychographic segmentationmade Pepsi the nearly equalof Coke"
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PO S TIONING
Positioning is not what you do to a
product. Its what you do to the mindof the prospect or Buyer.
Pepsi positioned it self as first in themind of teenage & young crowd
Used campaigns like, ³ G enerationNext´,³The Choice of a New
G eneration´and to some extent oldage as they always feel they are stillyoung.
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TARGETING
Targeting new generation people,youngsters. Pepsi has alwaystaken the lead in developing newproducts.
Pepsi has always taken morerisks, acted rapidly, and was
always developing newadvertising ideas.
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B RAND PER S ONALITY
Spirited
Young
Uptodate
O utgoing
Excitement
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SW OT STRENGHTS WEAKNESSES
OPPORTUNITIES
O utstanding ReputationRecord RevenuesIncreasing Market shareStrong DistributionInnovative Advertising
Far behind in InternationalMarket from leader Coca-ColaFalling behind in International
MarketsFailure in capitalizing star
endorsements
Non-Carbonated drinks-Fastest growing part of theindustryIncrease Customer base -
other than youngstersExpand market to Middle-east
and L atin America
THREATS
Increasing trend towardshealthy foodEntry of new and healthier
Fruit Juices
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MARKETING S TRATEGY In 1975, Pepsi introduced the Pepsi
Challenge marketing campaign wherePepsiCo set up a blind tasting betweenPepsi-Cola and rival Coca-Cola.
In 1996, PepsiCo launched the highlysuccessful Pepsi Stuff marketing strategy.By 2002, the strategy was cited by PromoMagazine as one of 16 "Ageless W onders"that "helped redefine promotionmarketing.³
Also in 4th quarter of 2008 Pepsi teamed upwith G oogle/YouTube to produce the firstdaily entertainment show on YouTube, Poptub.
Refresh Everything Campaign-redesigningits logo and re-branding many of itsproducts by early 2009.
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Glocalisation of brand
Different flavours for different countries and seasons
Blue H awaii: Blue-colored, pineapple and lemon flavored. Released in Japan.
Pepsi G old: G old-colored, ginger-flavored variant at the 2006 F IFA W orldCup and Cricket W orld Cup
Pepsi A-ha: L emon-flavored, sold in India.
Pepsi Raw: British name for Pepsi Natural
Pepsi Vanilla: Vanilla-flavored, released in Canada and the U.S. in2003
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F UTURE MARKETING S TRATEGIE S
Expand Customer Base
Target Rural Market
Increase emotional connect with the audience
Expand beyond the µYoungistan¶