Académique Documents
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PRESENTED BY:
GROUP- 2
Keyur Savalia
Bharat Maheshwari
Krishna Rajput
Dipa Shah
Nikita Sanghvi
Mitesh Shah
COMPETING COMPANIES
THEORETICAL FRAMEWORK
Demographic
Age - >12years
Income - >INR 20,000
Generation - Generation Y
Psychographic
Personality – Sincere, Competent, Sophisticated
Life Style – Health Conscious, Hygiene Sensitive
Behavioral
Loyalty Status – Shifting loyal
Readiness Stage – Informed/interested
Attitude towards product - Positive
CASE DATA & THEORATICAL
FRAMEWORK
Pepsi on contrast to Evian wanted to target
everyone with a unisex product at an everyday
price.
They position the product as having “nothing”!
Pepsi is referring to how the product has no
added minerals or anything and that it is pure.
POSSIBLE TARGET OPTIONS
Pepsi could narrow the targeting even more, it could target the
20-35 aged, active, on-the-go, health-conscious woman.
For teenagers drinking too many soft drinks, it could position
the drink as a substitute for soft drinks. This would be
problematic for Pepsi but could be a complementary
alternative.
Another option would be to target the 20-35 year old, active,
health-conscious man who is on the go.
Rather than promoting as a sports drink It could position
simply as pure water for people where good water was not
readily available.
2. What advertising objectives should Pepsi set for
Aquafina?
THEORETICAL FRAMEWORK
THEORETICAL FRAMEWORK
MESSAGE STRATEGY
Customer benefit appeal
Distincitive & believable
MESSAGE EXECUTION
Slice of life
Lifestyle
Mood or image – purity
Musical – sound of water droplets, waterfall
Personality symbol
Scientific evidence
Testimonial endorsement
CASE DATA & THEORATICAL FRAMEWORK
Pepsi problem arising because they are positioning the product as
“nothing”.
If Pepsi wanted to target active people who drink water, a core
benefit could be summarized as “Pure water. Wherever you are.” The
stated advertising appeals should be meaningful, believable, and
distinctive.
Pepsi initially used a “slice of life” style in depicting “real” people
drinking Aquafina. If this were the case then selecting lifestyle ads
that depict active people using the product in unusual places is a
good method.
4. What advertising media recommendations would you make
for Aquafina, and how would you evaluate the effectiveness of
those media and your advertising?
THEORETICAL FRAMEWORK
TYPE OF MEDIA
Television
Health/fitness or travel magazines
Display boards
The print ads which contain coupons for free or reduced price
Aquafina that consumers could redeem at stores. On the basis of
coupon ID Number Pepsi could determine which print media
contained the coupon.
Promotional offers could also be promoted by Television ads.
All of these steps could help Pepsi measure both communication
effects and the sales effects of the individual media.
5. What sales promotion and public relations
recommendations would you make for Aquafina?
THEORETICAL FRAMEWORK
SALES PROMOTION
Consumer Promotion Tools
Cash Refunds, Price Packs, Event/Contest,
Trade Promotion Tools
Given that Pepsi has established the name and selective demand for
Aquafina, it is much cheaper for it to build off that rather than to start over
to build marketing support for another new brand name.
Both brands stayed true to the healthy traits that were propelling water sales
(no calories, carbs, or sugar). But Pepsi designed each to satisfy different
needs within the market. Aquafina Sparkling was carbonated, unsweetened,
and came in unflavored and lightly flavored varieties.
These should be positioned as an alternative to bland water. “Add some
zing to your water” might be a tagline suitable for these products. The
target in this situation is the water consumer who is looking for some
variety.
Pepsi can still pursue a health-orientated positioning. Promotions aimed at
health-conscious people, especially those who like to exercise or go to
health spas.