cuurent pepsi ad campaigns

8/9/2019 cuurent pepsi ad campaigns

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GURU PRASAD PANDA

M.B.A.3RD SEMIILM BUSINESS SCHOOL

HYDRAAD


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Youngistan Campaign


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Indian Soft Drink Market

Carbonated

Non

Carbonated85%

15%


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About PepsiCo

Pe

psiCo is a world lead

er in conv

enience

foodsand beverages. Its world renowned brands areavailable in nearly 200 countries and territories.

PepsiCo entered India in 1989 and has grown tobecome the countrys largest selling food andbeverage companies.

PepsiCo India and its partners have investedmore than U.S.$700 million since the companywas established in the country in 1989.


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PepsiCos Profile Revenues in 2007 is more than $39 billion.

Share in Indian carbonated soft drink market is

37 bottling plants in India, of which 16 are company owned and 21are franchisee owned.

PepsiCos Frito Lay snack division has 3 state of the art plants.

It has more than 185,000 employees across the world.

In India, PepsiCo provides direct employment to 4,000 people andindirect employment to 60,000 people including suppliers anddistributors.

CEO : Mr.Sanjeev Chadha.

India Headquarters : Gurgaon.


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Brand Image of Pepsi

Pepsi is a brand that every youngster relatesto.

But this definitely doesnt mean that otherage groups are not its users.

Thus Pepsis brand image is its hip, cool,lively and refreshing attitude.


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Products


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Advertising Strategy of Pepsi

Pepsis target audience are mostly teens andyoung adults and their advertising reflects thisin every possible way.

The company changes its advertising strategyand image to reflect the target's interests.

Pepsi makes sure that the advertisements

reflect to the target audiences interests andnostalgia.


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CONTD

The advertising strategy includes cool, hippromos to attract more of the targetaudience.

The advertising is mostly creative and hasdifferent elements like music and sportsother than bollywood.

Pepsi.com also plays an important role inadvertising and attracts target audience bygiving access to options like downloads,gaming, music mixing applications etc..


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Some of Pepsis

successful Campaigns


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Yeh Dil maange more


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Bubbly Campaign


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YoungistanCampaignYeh hai Youngistaan

Meri Jaan


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About Youngistan

This campaign has two new celebrities RanbirKapoor and Deepika Padukone who acted inthe two most-talked about Hindi films in 2007,to accompany brand ambassador Shah Rukh

Khan.

This time we wanted an all-encompassingtheme. Youngistan reflects the mood of Indiasyouth, which is today keen to take the ropesand drive India, says Punita Lal, executivedirector, marketing, PepsiCo.


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CONTD

Youngistan, hopes to cash in on the buzzsurrounding todays youngsters.

Youngistan is not so much a place and it isa state of mind of todays youth. Whilethe term is new, what it stands for theGenNext attitude is not new.


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Segmenting pattern

Demographics: The Campaign targets teens andyoung adults of metros and phase II cities.

Psychographics: The campaign attempts tocapture the youth of today by focusing on theirpersonality,lifestyle and attitude of youth

through the advertisement


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Targeting Strategy

The Youngistaan Campaign usesundifferentiated targeting

strategy to reach out to its targetaudience. That is it launched

youngistaan campaign for all the

target audience in the same way.


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Positioning

The campaign positioning is done on thebasis of user approach i.e a personalitybased approach where a users image or

association rubs off on the brand image.The user could be a celebrity or anordinary user.

For this campaign Pepsi used the threemost popular celebrities of the last yeari.e Shahrukh Khan, Ranbir Kapoor,Deepika Padukone


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Placement of the Campaign

The campaign was first launched on T.V during the tri-seriesmatches in February.

The campaign is launched with a 360-degree activationacross radio, outdoor, modern trade, Web and wirelessplatforms.

Pepsi has launched a website for Youngistan inside the PepsiCool Zone and is planning to make it a responsive peer group

site where youngsters can visit and make comments on anytopic.

Pepsi Youngistan is also sponsoring Wassup Youngistan onMTV, a show where youth can voice their thoughts.


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Youngistan T.V advertisement


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Advertising Agency for

Youngistan JWT ( J. Walter Thompson), ranks asthe largest advertising agency brandin the U.S. and as the fourth-largestfull service network in the world. Itwas the first agency to be associated

with anthropology and the study ofconsumer behavior.


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Competitors for Youngistan.

Competition for Pepsi has always comefrom its arch rival Coco-Cola. Coke keptup with Pepsis Youngistan by launching a

campaign Jashn Mana le staringHrithik Roshan.

Sprite, a subsidiary of Coco-Cola

company has also launched an adcampaign called Hindustan, mockingthe Pepsis Youngistan campaign.


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Conclusion As its earlier campaigns

Pepsi through Youngistancampaign aims at capturingits target audience inanother cool, funky,attractive way.


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cuurent pepsi ad campaigns

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