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Mirinda Parent Company Pepsi Category Beverage Sector Food Products Tagline/ Slogan Weekend aaye to pagalpanti chaaye;

Zor Ka Jhatka Dheere Se Lage USP Orange based aerated soft drink STP Segment For all people seeking a soft drink for regular occasions, parties Target Group All age groups Lower, middle and upper class people Positioning The carefree, spontaneous and playful soft drink SWOT Analysis Strength 1.Excellent branding and advertising 2.Excellent distribution and availability 3. Strong brand backing of Pepsi Weakness 1.Aerated drinks not popular with health conscious people Opportunity 1.Leverage successful brand Pepsi 2.Advertise more 3.Buy out competition 4.More Brand recognition Threats 1.Threat from other aerated drinks competitors 2.Threat from substitutes like fruit juices 3.Boycott from health conscious people Competition Competitors 1.Fanta REPOSITIONIONG Mirinda unveils new campaign Our Bureau Chennai, May 7 Mirinda, the fizzy orange drink brand from PepsiCo, has been repo till now, the new campaign takes the emotional tack by urg sitioned. Anchored to taste ing consumers to be spontaneous more often and not be restrained by adulthood. Launching the new campaign here, Ms Jyotsna Gadi, Executive Vice-President Flavour s, PepsiCo India, said it would be supported by a multimedia campaign encompassi ng television, outdoor, print and modern trade in metros and towns across the co untry. Actor Asin, the brand ambassador, stars in a series of ads that build on the new positioning. Tamil Nadu is the largest market for sparkling orange drinks in the country. The y account for 32 per cent share of the carbonated drinks sold in the State, incl uding colas and the clear lemon segment, Ms Gadi said. BRANDING STRATEGY Mirinda makes a big splash with new logo Kumarkaushalam ________________________________________ New Delhi, Mar 13: In line with the global branding strategy, Pepsi Foods Ltd ha s launched a phased roll out of a new look Mirinda with a `splash' logo across t he country. Simultaneously with the new visual identity for the Mirinda brand, P epsi has also uncorked the Mirinda Gaming Promotion across 40 cities, which will continue till April 20, 2000. Says Vibha Paul Rishi, executive director, marketing, Pepsi: ``A market research , conducted by IMRB, revealed that the target consumers find Mirinda's new look appetising.'' The India-specific survey was commissioned to complement Mirinda's global findings by its agency Silverstein. The new-look bottle will be rolled out across the country gradually over the nex t three years - considering that the average life of a bottle is 4 to 5 years. O ffered in orange and lemon flavours, Mirinda accounts for around 13-15 per cent of Pepsi sales.

To make the promo attractive to teenagers and pre-teens, Pepsi has tied up with Nintendo to reward the winners of MirindaGaming. Over 150 video Gameboys (costin g around Rs 7,500-Rs 8,000), mini Gameboys and complementary 300-ml bottles of M irinda are being offered to winners -if they have the prize printed under the cr own of 300 ml bottles and 1.5 litre pet packs in lemon and orange flavours. Acco rding to Rishi: ``There is a nice fit between the personality and the feel of vi deo gaming and brand Mirinda. It is trendy, you can spend time with it and it is for the bright and witty.'' I n addition to running several spots in multi-channels, Pepsi has also intensifie d its on-ground initiatives. To generate brand excitement, Pepsi is also creatin g Gaming Zones in association with lifestyle and sporting establishments and you th hangouts like bowling alleys, pools, video parlours and cinema houses. Also, working with various event management companies in different cities, mini buses painted in Mirinda's orange and lemon colours and highlighting the `splash' logo will wind through areas with higher youth concentration. The GamingZones will operate on weekends while the van will run for four days-aweek per location. Says a Pepsi spokesperson: ``There is conventional skew towar ds cola flavours. However, we expect flavoured brands to grow the soft drinks ma rket.'' Pepsi's promo for Mirinda comes close after the launch of Coca-Cola's pr omo for non-cola flavoured brands, which rewards lucky consumers with money with the specific amount printed under the crowns. The Coca-Cola promo, which will c ontinue till April 15, 2000, has cash prizes from 50 paise to Rs 1 lakh on the p urchase of Limca 300 ml, Fanta 300 ml, Sprite 300 ml and Maaza 250 ml. Copyright 2000 Indian Express Newspapers (Bombay) Ltd 6.3.4 MIRINDA (PEPSICO) & FANTA (COCA COLA) These drinks are specially launched for the lady sector of the population and th ese drinksare positioned in that way only. In the advertisement also they take l ady personality for thepromotion of these product so that the product make a spa ce in lady sector