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Agenda
Overview Of Pepsi
Positioning and repositioning
Advertisement
Sales promotion
Analysis of the product
Generic competition
Hypotheses
Justification
Analysis of data
Net take away
In 1893 - Caleb Bradham - experimented with many different soft drink
concoctions.
In 1964 - Diet Pepsi is introduced
In 1965 - Expansion outside the soft drink industry begins. Frito-Lay of
Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc
In 1992 - Pepsi-Cola launches the "Gotta Have It" theme which supplants
the longstanding "Choice of a New Generation.“
In 1998 - Pepsi celebrates its 100th anniversary
History
Pepsi repositioned itself as a drink for all the
seasons
Pepsi repositioned itself as a drink for the
“young people”
Initial positioning and repositioning
Initial Positioning:
Initially Pepsi was introduced as a drink for the white peoplePepsi positioned itself as a drink during summer season
Subsequent Repositioning:
Advertising Strategies
Varities of Advertaisments were made
Tv commercials
Print Media
Social Media
Effects of this - Pepsi holds a good amount of market share
Advertising strategies
1950 – “Any weather’s, Pepsi weather”
1958 – “Be sociable, Have a Pepsi”
1961 – “Now it's Pepsi for those who think young”
2013 – “Oh yes abhi”
A few Taglines are :
Analysis of product
4Ps Evaluation Product:
Un-compromised quality in the product could be seen over the years.
Pepsi has a lot of variants and available in different sizes Price:
It is affordable to attract customers from all income groups.
Promotion:
Initially targeted middle income group
Later targeted youths
Place:
Pepsi has established its distribution network in almost every region in India.
The margin for the retailer and main distribution agent has been made such a
way that it reaches every part of the nation with ease.
Generic competition
Mazaa and slice
Fresh juices
Packaged juices
Tea, coffee, etc.
Other than the competitors like Coca-Cola and Thums Up it
faces many threats from other generic competitors like
Strategies adopted to fight competition
Pricing strategyDecides its price on the basis of competition
Franchising strategy
Distribution strategy
Future directions for the brand
Increase the per capita consumption
Expanding its distribution network
Leading the beverage revolution in India
Target-Young generation Tie ups with IPL
Hypotheses
Availability is the most important factor while buying Pepsi.
Preference of Pepsi is not influenced by its Brand Ambassador.
The mother brand, “PEPSI”, is popular than its variants.
Justification
H1
Pepsi bought – on basis of availability of the product as in Pepsi is the
black soft drink that they buy and not “PEPSI”.
H2
Sales of Pepsi – Is it influenced by the brand ambassadors alone.
H3
Brand “PEPSI” is more popular than any of the company’s variants.
Analysis of the Hypotheses Availability is the most important factor while buying Pepsi
Price
Availa
bilit
y
Quenc
h sa
tisfa
ctio
n
Tast
e
Brand
Am
bass
ador
Styl
e qu
otie
nt0.0000
1.0000
2.0000
3.0000
4.0000 3.0532
4.02133.3723 3.3830
3.0213 3.0426
Pepsi's attributes
Mean
Price
Availa
bilit
y
Quenc
h sa
tisfa
ctio
n
Tast
e
Brand
Am
bass
ador
Styl
e qu
otie
nt0.0000
1.0000
2.0000
3.0000
4.0000 3.23403.9043 3.7021 3.8617
3.2872 3.3191
Thums up’s attributes
Mean
0.000002.000004.00000
3.042554.042553.531913.840433.202133.02128
Coca cola attributes
Mean
Preference of Pepsi is not influenced by its Brand Ambassador
Analysis of the Hypothesis
0.00000
1.00000
2.00000
3.00000
4.00000
5.000003.04255
4.042553.53191 3.84043
3.20213 3.02128
Coca cola attributes
Mean
0.00002.00004.0000
3.05324.02133.37233.38303.02133.0426
Pepsi's attributes
Mean
Price
Availa
bilit
y
Quenc
h sa
tisfa
ctio
n
Tast
e
Brand
Am
bass
ador
Styl
e qu
otie
nt0.0000
1.0000
2.0000
3.0000
4.0000 3.2340
3.90433.70213.86173.28723.3191
Thums up attributes
Mean
Mother brand “Pepsi”, is more popular than its variants
BrandpepsiDiet PepsiPepsi BluePepsi AtomCoca-ColaDiet CokeThums Up
Total number of people who can recognize the brand54333039886467
Analysis of the Hypotheses
Contd Comparison of Mother Brand "Pepsi" with its variants
BrandpepsiDiet PepsiPepsi BluePepsi Atom
Total number of people who can recognize the brand54333039
pepsi Diet Pepsi Pepsi Blue Pepsi Atom0
10
20
30
40
50
6054
3330
39
Comparison of Mother Brand & its variants
Number of People
contd
And also we compared the variants of Pepsi & Coca Cola
Brand Total number of people who can recognize the brandDiet Pepsi 33Pepsi Blue 30Pepsi Atom 39Diet Coke 64
Diet Pepsi Pepsi Blue Pepsi Atom Diet Coke0
10
20
30
40
50
60
70
33 30
39
64
Comparison of Variants of both "Pepsi" & "Coca cola"
Number of People
Net take away
Pepsi is considered to be bought mostly because of the availability of the
product rather than other attributes.
Out of all its competitors “Pepsi” is the product that is not preferred due to
the influence of Brand Ambassadors.
Variants of Coca-Cola is more popular than variants of Pepsi.