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PEPSI BRIEF

About PepsiCo :About PepsiCo PepsiCo is a world leader in convenience foods and beverages. Its world renowned
brands are available in nearly 200 countries and territories. PepsiCo entered India in 1989 and has grown to become
the countrys largest selling food and beverage companies. PepsiCo India and its partners have invested more than
U.S.$700 million since the company was established in the country in 1989.

PepsiCos Profile :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 21 are 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 and indirect employment to 60,000 people including suppliers
and distributors. CEO : Mr.Sanjeev Chadha. India Headquarters : Gurgaon.

Brand Image of Pepsi :Brand Image of Pepsi Pepsi is a brand that every youngster relates to. But this definitely
doesnt mean that other age groups are not its users. Thus Pepsis brand image is its hip, cool, lively and refreshing
attitude.

Products :Products

Advertising Strategy of Pepsi : Pepsis target audience are mostly teens and young adults and their advertising
reflects this in every possible way. The company changes its advertising strategy and image to reflect the target's
interests. Pepsi makes sure that the advertisements reflect to the target audiences interests and nostalgia.

The advertising strategy includes cool, hip promos to attract more of the target audience. The advertising is mostly
creative and has different elements like music and sports other than bollywood. Pepsi.com also plays an important
role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing
applications etc..

Some of Pepsis successful Campaigns:


:Yeh Dil maange more

Bubbly Campaign :Bubbly Campaign


Youngistan Campaign Yeh hai Youngistaan Meri Jaan

:About Youngistan: This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone who acted in
the two most-talked about Hindi films in 2007, to accompany brand ambassador Shah Rukh Khan. This time we
wanted an all-encompassing theme. Youngistan reflects the mood of Indias youth, which is today keen to take the
ropes and drive India, says Punita Lal, executive director, marketing, PepsiCo.

Youngistan, hopes to cash in on the buzz surrounding todays youngsters. Youngistan is not so much a place and it
is a state of mind of todays youth. While the term is new, what it stands for the GenNext attitude is not new.

Segmenting pattern :Segmenting pattern Demographics: The Campaign targets teens and young adults of metros
and phase II cities. Psychographics: The campaign attempts to capture the youth of today by focusing on their
personality,lifestyle and attitude of youth through the advertisement

Targeting Strategy :Targeting Strategy The Youngistaan Campaign uses undifferentiated targeting strategy to reach
out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.

Positioning :Positioning The campaign positioning is done on the basis of user approach i.e a personality based
approach where a users image or association rubs off on the brand image. The user could be a celebrity or an
ordinary user. For this campaign Pepsi used the three most popular celebrities of the last year i.e Shahrukh Khan,
Ranbir Kapoor, Deepika Padukone

Placement of the Campaign :Placement of the Campaign The campaign was first launched on T.V during the triseries matches in February. The campaign is launched with a 360-degree activation across radio, outdoor, modern
trade, Web and wireless platforms. Pepsi has launched a website for Youngistan inside the Pepsi Cool Zone and is
planning to make it a responsive peer group site where youngsters can visit and make comments on any topic. Pepsi
Youngistan is also sponsoring Wassup Youngistan on MTV, a show where youth can voice their thoughts.

Youngistan T.V advertisement

Advertising Agency for Youngistan :Advertising Agency for Youngistan JWT ( J. Walter Thompson), ranks as the
largest advertising agency brand in the U.S. and as the fourth-largest full service network in the world. It was the first
agency to be associated with anthropology and the study of consumer behavior.

Competitors for Youngistan. :Competitors for Youngistan. Competition for Pepsi has always come from its arch
rival Coco-Cola. Coke kept up with Pepsis Youngistan by launching a campaign Jashn Mana le staring Hrithik
Roshan. Sprite, a subsidiary of Coco-Cola company has also launched an ad campaign called Hindustan, mocking
the Pepsis Youngistan campaign.

Pepsis pitch calls for an innovative creative & strategic proposal that will project Pepsi to its target audience in a
novel, cool, funky and captivating manner using the Youngistan theme..