ABOUT PEPSICO

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered
in Harrison, New York, in the hamlet of Purchase. PepsiCo has interests in the manufacturing,
marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo
was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has
since expanded from its namesake product Pepsi to a broader range of food and beverage brands,
the largest of which included an acquisition of Tropicana Products in 1998 and the Quaker Oats
Company in 2001, which added the Gatorade brand to its portfolio.

As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of more than
$1 billion, and the company's products were distributed across more than 200 countries, resulting
in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food
and beverage business in the world. Within North America, PepsiCo is the largest food and
beverage business by net revenue. Ramon Laguarta has been the chief executive of PepsiCo
since 2018. The company's beverage distribution and bottling is conducted by PepsiCo as well as
by licensed bottlers in certain regions.

Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in
1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola on
August 28, 1898, and then as Pepsi in 1961.

MISSION

Create more smiles with every sip and every bite

VISION

Be the global leader in convenient foods and beverages by winning the purpose
 HISTORY

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1893
by Caleb Bradham, who made it at his drugstore where the drink was sold. It was renamed Pepsi-
Cola in 1898 after the Greek word for "digestion" ,which the drink was purported to aid, and
"cola" after the kola nut. The original recipe also included sugar and vanilla. Bradham sought to
create a fountain drink that was appealing and would aid in digestion and boost energy. The
original stylized Pepsi-Cola wordmark used from 1898 until 1905. In 1903, Bradham moved the
bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968
gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to
19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to
endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before
a race." The advertising theme "Delicious and Healthful" was then used over the next two
decades. In 1923, the Pepsi-Cola Company entered bankruptcy—in large part due to financial
losses incurred by speculating on the wildly fluctuating sugar prices as a result of World War I.
Assets were sold and Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful
in efforts to find funding to revive the brand and soon Pepsi's assets were purchased by Charles
Guth, the President of Loft, Inc. Loft was a candy manufacturer with retail stores that contained
soda fountains. He sought to replace Coca-Cola at his stores' fountains after The Coca-Cola
Company refused to give him additional discounts on syrup. Guth then had Loft's chemists
reformulate the Pepsi-Cola syrup formula.On three separate occasions between 1922 and 1933,
The Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and
it declined on each occasion.

BRAND IDENTITY

Physique: Famous logo sphere with 3 different colours aids brand recall
Personality: Pepsi is always doing things with humour and derision. The part of fun is big.
Culture: The brand is using many celebrities to create buzz. As said before, there is a joke culture
and the brand is very dynamic and adaptable.
Self-Image: The brand is reaching a cool image via a good communication process. Pepsi is
always innovating and adapting its strategy to resist face to Coca-Cola.
Reflection: Via a communication sometimes weird and becoming absurd, Pepsi cheats its public
and its community. But via this way, the company keeps attractiveness. We always think Coca-
Cola when we see Pepsi that is a bad true story for the brand.
Relationship: Pepsi is like a “gamer” and offers a young image to the public and its community.
By sharing humorist values, the company is sometimes misunderstood but also attractive.

PEPSICO PRODUCTS
 BRAND TARGET AUDIENCE

The main target consumers of PepsiCo for its products line of brands are individuals in the
age of 13-34. It likewise targets individuals that are sport players and overweight
(PepsiCo2010). Pepsi has a particular st yle of depicting times in their promotion
crusades. Their 'Generation Next' Slogan proposed that Pepsi is a beverage for the
coming generation as well as that its consumers are a generation in front of their
partners(PepsiCo 2009). Pepsi has products that focus on the distinctive social and local parts of
a specific nation. Pepsi's traditional target market is teenagers and young adults, according
to Forbes magazine. In that vein, its taglines over the years have included "Live for Now" and
the "Pepsi Generation."Forbes reports that to reach younger consumers, Pepsi has tapped many
celebrities over the years, ranging from pop stars to rap and hip-hop artists.Meanwhile, the soft
drink maker contends its Diet Pepsi brand is geared more toward adult women of all ages,
according to Business Insider. The company particularly targets women who enjoy home design
when marketing their diet beverage. Regular Pepsi also is marketed toward men with advertising
featuring a NASCAR driver.
 BRAND PROMISE

We are committed to delivering top-tier performance while being responsive to the needs of the
more than 200 countries and territories we serve around the world.That commitment — what we
call Performance with Purpose — is about expanding our portfolio of more nutritious products,
with the aim of shrinking our environmental footprint as a good global citizen and working to lift
up people and families, from widening the circle of opportunity to providing relief in times of
need.
 BRAND PERSONALITY

The Pepsi’s brand has a multidimensional personality including traits of sincerity,

excitement, and adventure that speaks to a younger audience. As evident in
many of in its commercials and print advertisements, Pepsi is more edgy and
thrilling and in tune with more active and vibrant consumers. Conversely, Coca-
Cola has captivated an older audience with its classic, honest, successful, and
traditional brand personality. Its classic and vintage appeal stems from its
established early market dominance over Pepsi as it was the first beverage
company to enter the market.

Pepsi has always had a young target audience. Many of their ads were historically targeted at
teens and even pre-teens and are injected with fun, sports and most often, music. Pepsi has
leveraged all manner of musical celebrities over the years, from Ray Charles to Britney Spears.

Check out this fantastic commercial I dug up on YouTube featuring Michael Jackson and a
group of kids that are probably far too young to legally target for such a sugary product these
days!
When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing
young kids in the ads. Who could forget the lovable little girl telling the bartender, “I asked for a
Pepsi Pal” in the voice of the Godfather?

BRAND IDENTIFICATION

Pepsi’s brand identity has transformed over the years, but primarily it has remained
as a youthful brand which empowers people to enjoy their youth. The external and
internal indicators of Brand Identity have been modified many times. Its logo,
trademark, etc. have undergone many changes over time but the distinct identity of
Pepsi has been maintained. We also see a consistency in brand positioning for
Pepsi as a Youth oriented brand. Its tagline in India “YEH HAI YOUNGISTAN
MERI JAAN” exemplifies that essence. Pepsi’s brand identity using Kapferer’s
Identity prism is as follows
BRAND LOGO
The logo of the Pepsi-Cola company is one that is known in households throughout the world.
Its distinctive red, white and blue colors can be found in nearly every gas station, grocery store
and restaurant out there. The logo, however, has gone through many changes over the years.
This article will explain where it started and how it changed over the years to become the logo
that everyone knows to this day.

Small Beginnings
Pepsi was originally created and marketed by Caleb Bradham in 1898. The drink, which he
created in his own house, was sold under the name “Brad’s Drink.” He then, seeking a broader
audience, changed the name to Pepsi-Cola. He did this to identify with two important ingredients
in the drink, mainly Pepsin(a digestive enzyme) and kola nuts. As his drink became ever more
popular, Caleb moved his production facility out of his house into a rented warehouse. There, in
order to make a name for himself, he came up with the first Pepsi Logo which is found above.
Then, in 1905 and 1906, Pepsi’s logo was redesigned to be more identifiable to the customer
base. The logo created in 1906, shown above, lasted the company until 1940. Then, in 1940,
the CEO of Pepsi had the idea to create a logo on the bottle cap. This started a tradition that
lasted for decades.

World War II and on

Pepsi-Cola, seeking to show support for the United States and capitalize on patriotic feelings,
introduced the iconic red, white and blue colors onto their products. This logo became wildly
popular and, to this day, the color scheme is the same. Then, in 1973, Pepsi introduced the
“boxed-in” Pepsi logo. Pepsi then experimented with several different color schemes throughout
the 1990’s. The Pepsi Globe, the official term for the round Pepsi logo, started getting greater
and greater emphasis within the logos during this time. Then, in 2003, Pepsi did away with their
script entirely and focused solely on the globe.

Current
The current Pepsi logo, which is found above, shows how Pepsi is trying to draw in new
customers by using imagery to denote freshness. Notice the condensation and ice on the Pepsi
Globe. This logo, far more than the others, is seeking to draw in new customers by giving an
impression of refreshment. This goes along well with their latest slogan of “Pepsi, refresh your
world.”
BRAND SLOGAN
Pepsi refreshes Youngistaan with new tagline. Taking the brand idea, Youngistaan,
forward, Pepsico India has unveiled a new campaign with a refreshed tagline, 'Youngistaan ka
Wow'.
 BRAND PACKAGING

Packaging plays an essential role in safely delivering our products to customers and consumers.
As a business, we design our packaging materials around several critical criteria, including
compliance with food safety regulations, freshness and quality of the product, environmental
sustainability, affordability, and consumer preferences, including convenience. At the beginning
of every packaging design effort, we balance these criteria to arrive at a final packaging design.

We recognize that packaging is often disposed of improperly after a product has been consumed,
and we share the concern that plastics and other wastes are accumulating in the marine
environment and on land. These materials have value, and we are working on a broad set of
solutions to ensure that they do not end up as litter or in a landfill. The following goals make up
our 2025 packaging sustainability agenda:

1. Strive to design 100 percent of our packaging to be recyclable, compostable or

biodegradable,
2. Strive to use 25 percent recycled content in our plastic packaging by collaborating with
our suppliers, helping to increase consumer education, fostering cross-industry and
public-private partnerships, and advocating for improved recycling infrastructure and
regulatory reform, all of which are required to realize our ambition, and
3. In partnership with the PepsiCo Foundation, work to increase recycling rates.

The problem of waste and litter is a challenging issue that involves a complex system of actors,
including many companies along the packaging value chain, retail and sales outlets, waste
management and recycling industries, governments and consumers. As a result, PepsiCo engages
in a variety of programs and initiatives that bring stakeholders together to create broad solutions
in order to shift the whole system in a more sustainable direction.PepsiCo recognizes that policy
makers are also looking for solutions to the litter problem, especially marine plastics, while
promoting the efficient use of valuable resources. In addition to the broad set of actions and
investments we are making on sustainable packaging, we have adopted a proactive and
pragmatic stance in our discussions with policy makers. We believe it is critical for PepsiCo and
other industry members to be part of the policy discussion and are especially eager to engage
when a policy proposal is broad based, delivers strong environmental outcomes, provides
incentives for sustainability and gives us a seat at the table in designing and implementing
programs. We believe that recycling and composting industries should be viewed by
governments as a vital opportunity for clean technology investment and growth. In addition to
the investments that PepsiCo and other companies make in research and development,
purchasing recycled content, consumer education, and financial contributions to improving
recycling collection, we encourage policy makers to support the recycling industry in further
ways. In particular, policy makers can support public funding and incentives that encourage
collection and reuse of post-consumer material, expand and modernize processing capacity, use
more recycled material in infrastructure projects, promote greater private-sector investment, and
help inform consumers on effective recycling practices.

EMOTIONAL CONNECTION WITH CONSUMERS/ CUSTOMER ENGAGMENT

In order for brands to engage and retain their customers in today’s competitive environment, they
need insight into who their customers are. For many CPG and consumer goods companies, this
can be a challenge due to the lack of access to Point-of-Sale data.

Emotional loyalty, as opposed to behavioral or rational loyalty, is when customers are

emotionally engaged, feel delighted by the brand and would recommend the brand to their
friends and family. Emotional engagement drives results and loyalty for brands. In fact, 82% of
consumers with high emotional engagement always choose the brand they’re loyal to over
others.Pepsi, one of the world’s most recognized and loved brands, recently implemented a
loyalty program, Pepsi Stuff, aimed at driving emotional loyalty and engagement.

Brand Innovators recently invited Crowd Twist’s Chief Customer Officer, Emily Rudin, and
PepsiCo’s Director of Marketing, Aziel Rivers, to host a webinar, “How Pepsi Creates Emotional
Loyalty,” to discuss Pepsi Stuff, and the ways it succeeds in creating emotional loyalty with
customers. Here are the main takeaways:

Build brand values that resonate

Pepsi was founded more than a century ago, but they have always centered their values around a
youthful spirit and the choice of a new generation. Consumers engage with brands that reflect
who they are, so, the more consumers can relate to your brand’s values, the more likely they’ll be
to engage with and even promote the brand. Pepsi Stuff uses a cross generational appeal
approach, implementing a retro design to resonate with an older generation and vintage style to
attract a younger generation. This aligns with their long-loved values, while also keeping things
fresh and attractive with new generations.

Create powerful advertising

Brands can communicate their values through successful messaging and advertising. Over the
years, Pepsi’s format and media have evolved, while their core message has remained the same.
For example, Pepsi used the line “Come alive! You’re in the Pepsi generation” through many
years of advertising. While the style and faces of their brand changed with the times, their tag
line stayed the same, keeping fans feeling engaged and included, while also attracting new fans
to the “Pepsi generation.” Customers of all generations are brought together through a common
identity and youthful spirit portrayed in Pepsi’s advertising.

Reward customers for their loyalty

Customers who are rewarded for their loyalty feel valued, which drives emotional connections
with the brand. Pepsi understands the value of rewarding customers and has invested in and
evolved their loyalty program offerings throughout the years. The Pepsi Stuff initiative rewards
members with retro-designed, unique, money-can’t-buy merchandise like posters, neon signs and
coolers. These exclusive rewards make customers feel appreciated, which helps create emotional
loyalty, and encourage customers to continue to buy Pepsi.

Create memorable experiences

Pepsi creates unforgettable experiences that bring people together. These experiences create a
positive association to the brand and help to build emotional ties. In 2013, Pepsi introduced Pepsi
Songbooth, where users could sing karaoke directly into their phone for a chance to compete
with others and earn points to redeem for prizes like concert tickets and headphones. This
initiative brought people together by getting them involved in a unique challenge that also
allowed them to earn loyalty points. These types of campaigns help drive engagement with the
brand and create experiences the consumers will remember.

Engage customers in fun, interactive ways

Pepsi brings people together and creates positive brand experiences for members and their
friends through their use of technology. The former Pepsi Pass program drove engagement by
allowing members to connect their Facebook accounts to get automatically rewarded for hanging
out with other Pepsi Pass members. They could also gain points for visiting partner locations and
posting selfies. Each of these actions encourage brand engagement and advocacy, driving
customers to interact with Pepsi and other users in a fun and social way that leverages digital and
mobile channels where their customers spend time. This creates memorable experiences between
friends, which in turn creates positive brand association.

Listen to customer feedback

Finally, forming a connection and listening to your customers’ feedback makes them feel valued
and appreciated. In 2015, Pepsi fans were calling for the resurrection of Crystal Pepsi, a popular
soda from the ‘90s. Pepsi listened and delivered, giving Pepsi Pass members early access to the
product via a sweepstakes and delivering 78,000 bottles of Crystal Pepsi to the members who
entered to win. This helped prove to Pepsi customers that their feedback does not go unheard and
that their opinions truly make a difference to the brand. When customers feel appreciated and
valued by a brand, this builds trust and deepens the brand relationship.

SAVING VALUES OF PEPSI

PepsiCo, Inc. (NYSE: PEP) today announced that its environmental sustainability programs
saved the company more than $375 million since its goals were established in 2010. The savings
were achieved through the continued progress of the company's water, energy, packaging and
waste-reduction initiatives. During the same time period, the company delivered double-digit net
revenue and operating profit growth1 – demonstrating that investments in sustainability are
mutually beneficial for business and society.

These efforts are part of the company's commitment to Performance with Purpose, which is
PepsiCo's vision to deliver financial performance over the long term by integrating sustainability
into its business strategy, leaving a positive imprint on society and the environment. The
company's achievements and progress are detailed in its 2014 Corporate Sustainability Report,
Global Reporting Initiative (GRI) Report and first-ever sustainability microsite, howwillwe.com.

"Performance with Purpose helps drive our business growth and prepares us to meet the needs of
our changing world," said Indra Nooyi, Chairman and CEO of PepsiCo. "As leaders gather this
month to adopt the UN Sustainable Development Goals, PepsiCo will reflect on progress made
to date and renew its focus on doing more in the years ahead. By continuing to apply our scale
and capabilities to address shared societal challenges, we will further strengthen our company
and the communities where we operate."

Highlights of the company's 2014 sustainability progress include the following:

 PepsiCo reduced its water use per unit of production by 23 percent since 2006, already
exceeding its public target of a 20 percent reduction by the end of the 2015. This
delivered cost savings of approximately $17 millionin 2014. In addition, the company's
absolute water use decreased by approximately one billion liters in 2014.
  In 2014, the company held absolute greenhouse gas (GHG) emissions for legacy
operations flat against a 2008 baseline despite significant production volume growth in its
business. By driving best practices through its Resource Conservation program and
investments in greener fleet initiatives – such as alternative fuels and electric-vehicle
delivery trucks – PepsiCo has improved the energy efficiency of legacy operations by
nearly 16 percent compared with its 2006 baseline.
 In 2014, PepsiCo diverted 93 percent of its waste from reaching landfills, surpassing its
goal of recycling and reusing 90 percent of its waste. The company decreased the overall
amount of packaging by 89 million pounds in 2014 versus the prior year, and used 134
million pounds of food-grade recycled polyethylene terephthalate (rPET) packages and
bottles, an increase of 23 percent from 2013.
 PepsiCo deployed its Sustainable Farming Initiative (SFI) to growers across 11 countries
in 2014 and increased acres covered by more than 20 percent over the prior year. SFI
guides global suppliers in sustainable agricultural practices and provides them with
resources, training and support to meet PepsiCo's social, economic and environmental
standards.

PepsiCo's Cost-Saving Plans to Spur Growth Amid Weak Sales

 Cost-saving initiatives and productivity improvement have been favoring PepsiCo

Inc.Amid subdued sales in the recent quarters, courtesy of growing health consciousness.
PepsiCo’s shares have sunk approximately 3.8% in the past year, against the industry’s
rise of 2%. Nonetheless, the company is striving to retain investors’ optimism and regain
its footing.
 The company stepped up productivity and cost-saving initiatives to boost profitability by
reducing overall costs. In February 2014, the company announced a new five-year
restructuring plan to generate annual productivity savings of $1 billion each from 2015 to
2019, through productivity measures. The savings come from improved efficiency
through increased manufacturing automation, closure of manufacturing facilities and
increasing capacity utilization, re-structuring go-to-market systems in developed markets,
expanding shared services as well as simplifying organization structures.
 In the past two years, the company has been using automated high-speed packaging lines
across the globe, which increased packaging line speed by up to 50%. Savings from these
investments and technology and operational changes are being re-invested in the business
to drive the top line.
 Apart from cost savings, PepsiCo’s product innovation and aggressive marketing
techniques are boosting growth.
 The company regularly introduces new flavors of existing products and maintains a
robust pipeline of new products. Most of the company’s latest line-up of products offer
health benefits like reduced calorie beverages, non-carbonated beverages and healthier
snacks. It is working to offer products with less sodium, sugar and saturated fat to reap
benefits from shifting consumers’ preference toward healthier products.
 Moreover, the company has significantly stepped up its advertising & marketing (A&M)
and R&D investments to strengthen its brands and accelerate product innovation. It has
significantly increased investments in social and digital marketing campaigns.
Advertising and other marketing activities, reported as selling, general and administrative
expenses, totaled $4.1 billion in 2017, up from $3.9 billion in 2015.
 Brand elements

Memorability

“A necessary condition for building brand equity is achieving a high level of brand awareness”.
Pepsi has a highly recognizable brand name across the globe and is inherently memorable and
attention-getting which helps in overall consumption. The brand has successfully positioned
itself in the marketplace so that the Pepsi brand name can be easily recalled by consumers.

MEANINGFULNESS

Pepsi color red can be described as exciting, youthful, and bold while the color blue is
associated with dependability, trust, and strength. The colors used in the Pepsi logo and
packaging are great indicators of the type of brand Pepsi aspires to be and suggests the position
taken by the company. Furthermore, the combination of colors can ultimately persuade
consumers to be able to properly identify Pepsi products.

Likeability

Pepsi’s packaging is modern and sleek and is aesthetically pleasing which helps identify the
brand, convey descriptive persuasive information, facilitate transportation and protection, assist
in at home storage, and aids in product consumption . Moreover, Pepsi uses celebrities as its
spokespeople which help the brand more fun and interesting.

TRANSFERABILITY

Pepsi is a global brand, its brand elements must be able to transfer through various cultures and
regions. Pepsi’s iconic symbol and logo as well its slogan are easily transferable within various
product categories and across geographic boundaries and cultures. All three elements work
together synonymously to successfully introduce the Pepsi brand into new markets.

Adaptability

Pepsi logo has adapted its image as well as its logo to aid in product consumption. To remain
contemporary and relevant to consumers, Pepsi has embraced change as evident in its various
logo forms. Below is the evolution of the Pepsi logo which has proven its ability to adapt over
time.

Protect ability

The Pepsi brand is legally and highly protected from any unauthorized use. Its logo, symbol,
and brand name cannot be infringed by another company cannot utilize and copy either the logo
or the symbol.

According to Pepsi’s website, all content on its site including design, graphics, logos, icons,
images, audio clips, and downloads is the exclusive property of and owned by PepsiCo.
 PEPSICO MARKETING COMMUNICATION STRATEGY

PepsiCo marketing strategy integrates a set of elements of the PepsiCo marketing

communication mix as discussed further below. In 2015, PepsiCo increased its spending on
advertising and marketing as a percentage of sales by 40 basis points. PepsiCo marketing
strategy benefits from the application of creativity and strategic collaborations. For example, in
2015 Lay’s collaborated with renowned artist Malika Favre to develop iconic illustrations for
special edition packaging, promotions and activations as part of the brand’s global summer
campaign. PepsiCo marketing strategy also relies on celebrity endorsement to a considerable
extent. The list of celebrities involved in spreading PepsiCo’s marketing message include but not
limited to Usher and Serena Williams, as well as Vine and Snapchat sensation Jerome Jarre.
Advertising
PepsiCo uses print and media advertising extensively as a traditional channel to transmit the
marketing message to the target customer segment. PepsiCo print and media advertising
occasionally contains comparative campaigns aimed at damaging the brand image of its main
competitor – The Coca Cola Company. For example, “One ad shows a happy Pepsi drinker
mocking a Coke buyer by telling him, “you’ve still got the polar bear.”, thus mocking Coca
Cola’s the Christmas Polar Bear campaign.
Sales Promotion

Sales promotions are used by PepsiCo in a number of ways to boost the volume of revenues for
short-term perspective. Apart from the application of standard sales promotion tools such as
money off coupons, competitions, point of sales materials and loyalty rewards, PepsiCo is known
for launching a series of original sales promotions campaigns. For example, in October 2015,
PepsiCo released “a new limited edition bottle under the brand name “Pepsi Perfect,” emulating
how the brand appeared when it was briefly featured in the 1989 film “Back to the Future Part
II.” In that film, a futuristic looking Pepsi bottle is delivered to Michael J. Fox’s character
through a tube”. The bottle was made officially available on October 21, the date McFly
travelled into the future in the film.

Advertising Strategy of Pepsi

• Pepsi’s target audiences 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 audience’s 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.

Media selection

 Television

PepsiCo India, one of the country’s biggest advertisers, is diversifying its ad spends away from
television which once accounted for 90 per cent of the budget, to focus on other media,
especially online, as it aims to connect with its core youth audience.
The company has recently launched a television campaign, which aims at connecting with
consumers through gaming. “The concept called ‘The Game’ will bring together gaming and TV
advertising. The idea is to involve consumers in our advertising and not just doing one-way
communication,

 Outdoor Media

PepsiCo has increased the share of non-TV advertising spend to 30 per cent of its advertising
budget. This includes print, outdoor media, mall advertising, mobile related applications and the
Internet.
 Internet

This year pepsico had decreased its superbowl expenditure budget to increase its presence on
online media to focus on youth. It has nearly invested more than 20 million on online media with
its refresh project and create an impact on social networking sites like facebook twitter etc.

Sponsorships

Pepsi has sponsored various sports events like icc world cricket league, many india Pakistan
matches, IPL and also many other regional events. Pepsi Youngistan is also sponsoring ‘‘Wassup
Youngistan” on MTV, a show where youth can voice their thoughts.
 PepsiCo’s Campaigns

 Pepsi

 Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most
memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan
among others. The focus, as is clearly evident, is on the product with the youth as its target
segment.

 Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns. The latest
campaign Yeh Hai Youngistan Meri Jaan also targets the youth.

 Yeh Dil Mange More campaign was again a great success, having balanced the emotional as
well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading
stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The
company however failed to maintain the trend and leverage it. Instead of moving on to a
complete emotional appeal platform, the company decided on a product based promotion
campaign. Though there is still some amount of emotional appeal to its campaigns, the principal
focus is on the product - it being a preferred thirst quencher.

 7 UP
In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as well.
However, with changing times and a contextual difference in India, a much more focused
campaign was required. This led to the Keep It Cool campaign, which was targeted primarily at
the youth and the teenager segment. Hence the appeal was at a more subtle, emotional level,
which was meant to convey a potential lifestyle statement. The recent campaign of Bheja Fry
essentially leverages on the same emotional appeal where the Keep It Cool campaign has been
somewhat tweaked to have a local appeal.

 Mountain Dew

Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal of
being the drink of a daredevil or the No Fear personality. The campaigns launched include Do
the Dew and Darr Ke Aagey Jeet Hai. The initial campaign was unclear in terms of its appeal
and the target segment, as a result of which the brand suffered some jolts in the beginning.
However, the latest campaign captures the No Fear or the Macho Man image. In this sense, the
brand directly competes with Thums Up from the Coca Cola Stable

 About Youngistaan Campaign

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.
Ranbir confronts SRK while making a futile attempt at entering Deepika’s room to grab a Pepsi,
Ranbir spots a poorly lit neon sign that reads ‘Young Hindustan Supermarket'. Due to the broken
neon light, Ranbir spots just a few letters. When asked, where he has come from, Ranbir, based
on this observation, replies, "Youngistaan".
“This time we wanted an all-encompassing theme. ‘Youngistan’ reflects the mood of India’s
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 today’s youngsters.
Youngistan is not so much a place and it is a state of mind of today’s youth. “While the term is
new, what it stands for – the GenNext attitude – is not new”.

Pepsi a soft drink manufactured by PepsiCo was first introduced in 1898 (Hoover, 2002), and has
grown to be a leading global brand as a carbonated soft drink. Pepsi continues to be the leading
icon of this Foods and Beverage Company. To strategically position itself against its rival
competitor Coca-cola, Pepsi has had to undertake major and very expensive campaigns. In light
of this, this paper outlines the campaign objectives of Pepsi brand in creating brand awareness,
image improvement and interest among its consumers.

This paper will also outline the cost implications and budget required in realizations of these
objectives. One of the objectives of Pepsi has been to increase its global brand awareness and
reach more consumers. Pepsi acquired the services of Arnell group, a company specializing in
brand creation and product innovation to help uplift its brand image globally. By visiting
different countries to explore emerging markets and global product drivers, the company has
been able to get the purchase intentions of its consumers. Its youthful consumers needed a brand
that is fun and brings the aspect of adventure.

With the goal of increasing its global market, Pepsi ventured in a different campaign strategy.