MARKETING MANAGEMENT

A PROJECT ON:TARGETING AND POSITIONING OF PEPSI COMPANY.

SUBJECT TEACHER AMISHA MISS

A PROJECT BY STUDENTS OF COLLEGE

Group No.4 MEMBERS INCLUDING IN GROUP ARE :NAME ROLL NO.

Youngistan Campaign

Indian Soft Drink Market

15%
Carbonated Non Carbonated

85%

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
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

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

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.

CONTD
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

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.

CONTD
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
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
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
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

The campaign was first launched on T.V during the tri-series 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

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.

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.

Conclusion
As its earlier campaigns Pepsi through Youngistan campaign aims at capturing its target audience in another cool, funky, attractive way.