BRAND DOSSIER ON PEPSI

AswathMayooran R Namratakedia RohitLakhotia DeerajRane BRAND DOSSIER ON PEPSI

Agenda • Overview Of Pepsi • Positioning and repositioning • Advertisement • Sales promotion • Analysis of the product • Generic competition • Hypotheses • Justification • Analysis of data • Net take away

History • In 1893 - Caleb Bradham - experimented with many different soft drink concoctions. • In 1964 - Diet Pepsi is introduced • In 1965 - Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc • In 1992 - Pepsi-Cola launches the "Gotta Have It" theme which supplants the longstanding "Choice of a New Generation.“ • In 1998 - Pepsi celebrates its 100th anniversary

Initial positioning and repositioning • Pepsi repositioned itself as a drink for all the seasons • Pepsi repositioned itself as a drink for the “young people” Initial Positioning: • Initially Pepsi was introduced as a drink for the white people • Pepsi positioned itself as a drink during summer season Subsequent Repositioning:

Advertising Strategies • Varities of Advertaisments were made • Tv commercials • Print Media • Social Media • Effects of this - Pepsi holds a good amount of market share

Advertising strategies A few Taglines are : • 1950 – “Any weather’s, Pepsi weather” • 1958 – “Be sociable, Have a Pepsi” • 1961 – “Now it's Pepsi for those who think young” • 2013 – “Oh yes abhi”

Sales promotion strategy

Analysis of product 4Ps Evaluation • Product: • Un-compromised quality in the product could be seen over the years. • Pepsi has a lot of variants and available in different sizes • Price: • It is affordable to attract customers from all income groups. • Promotion: • Initially targeted middle income group • Later targeted youths • Place: • Pepsihas established its distribution network in almost every region in India. • The margin for the retailer and main distribution agent has been made such a way that it reaches every part of the nation with ease.

Generic competition • Mazaa and slice • Fresh juices • Packaged juices • Tea, coffee, etc. • Other than the competitors like Coca-Cola and Thums Up it faces many threats from other generic competitors like

Strategies adopted to fight competition • Pricing strategy • Decides its price on the basis of competition • Franchising strategy • Distribution strategy

Future directions for the brand • Increase the per capita consumption • Expanding its distribution network • Leading the beverage revolution in India • Target-Young generation Tie ups with IPL

Hypotheses • Availability is the most important factor while buying Pepsi. • Preference of Pepsi is not influenced by its Brand Ambassador. • The mother brand, “PEPSI”, is popular than its variants.

Justification • H1 • Pepsi bought – on basis of availability of the product as in Pepsi is the black soft drink that they buy and not “PEPSI”. • H2 • Sales of Pepsi – Is it influenced by the brand ambassadors alone. • H3 • Brand “PEPSI” is more popular than any of the company’s variants.

Analysis of the Hypotheses • Availability is the most important factor while buying Pepsi

Analysis of the Hypothesis • Preference of Pepsi is not influenced by its Brand Ambassador

Analysis of the Hypotheses • Mother brand “Pepsi”, is more popular than its variants

Contd • Comparison of Mother Brand "Pepsi" with its variants

contd • And also we compared the variants of Pepsi & Coca Cola

Net take away • Pepsi is considered to be bought mostly because of the availability of the product rather than other attributes. • Out of all its competitors “Pepsi” is the product that is not preferred due to the influence of Brand Ambassadors. • Variants of Coca-Cola is more popular than variants of Pepsi.

Thank You

BRAND DOSSIER ON PEPSI