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BRAND DOSSIER ON PEPSI

Aswath Mayooran R Namrata kedia Rohit Lakhotia Deeraj Rane. 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.

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BRAND DOSSIER ON PEPSI

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  1. AswathMayooran R Namratakedia RohitLakhotia DeerajRane BRAND DOSSIER ON PEPSI

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

  3. 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

  4. 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:

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

  6. 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”

  7. Sales promotion strategy

  8. 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.

  9. 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

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

  11. 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

  12. 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.

  13. 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.

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

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

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

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

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

  19. 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.

  20. Thank You

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