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Defining Company and Product

PEPSI

Firstly Introduced in1989 in

North Carolina In 1903, Bradham moved the

bottling of Pepsi-Cola from hisdrugstore to a rented warehouse.

Net earnings up to 09-06-2009are

$ 4,658 million.

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Defining brand

One of the most well known brandof the world

Before TV in the world it was

advertised through radio and firstmost popular campaign at radio forPepsi was jingle

Being a historical brand many

genarations know this brand andchildren who even can not talk, liketo drink it.

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Defining Market Areas

Although it is worlds well known brand but for ourproject we select Pakistan and India.

Why Pakistan and India???

Paki tan

Population-around 170 million

95% muslims, 5% Hindus+Chirstians and others

Around 25% young people (Around 42 million)

Basic Languages Urdu, Punjabi and English

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India

Population around 1.15 billion

Hindu 80.5%, Muslim 13.4%,Christian 2.3%, Sikh 1.9%, other1.8%

Hindi (similar to Urdu) 41%,Punjabi 2.8%, English and others

Financial crisis led annual GDPgrowth to slow to 6.1% in 2009, stillsecond highest growth in the world

among major developing economies Total TV channells are 1400 up till

2009 (because of different languagesin different states)

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Reasons to hoose arketsand

Pepsi Both are in the top 10 most populated countries (have big

markets)

Contain Muslim and Hindu majorities so interesting tocompare both cultures for one product.

Alcohlic drinks are prohibited in Pakistan, not in India but

still Pepsi is mixed with other alcoholic drinks. Maximum percentage of young people than other countries

in the world, (they love pepsi)

Most popular drink among students

Young people some time drink pepsi by considering afashion like having Nokia moblies.

Spicy foods eaten in all events make pepsi compulsory todrink with these foods.

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Cont...Major events for Pepsi (weddings and

festivals)

In wedding (which may lasts 3-5days),around 300 guests can drink 3000regular bottles easily.

Eid, specially when muslims slaughtermillions of sheeps and cows people tryto stock as much Pepsi as they can dueto special offers (Muslims have twoEids in one year).

Other events like Basant (kite flyingfestival) in Pakistan, Holli, Dewali,Dussera and other casual parties aremajor popular events for Pepsi in thesecoutries.

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Reasons to Select Pepsi

People love to drink it

Although Coke is older and market leader in

some other regions but Pepsi is more famousand acceptable as compare to coke.

Used much more prudent and impressivemarketing and promotional campaigns in thesetwo countires.

Pepsi is the biggest Sponser for Cricket in theworld.

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Key diance

Mostly young ones but in thesetwo countries some times those

people are key customers for

Pepsi who like spicy food Sports persons specially who

play cricket in Pakistan andIndia

Party conscious youngsters Students because mostly final

exams are held in summer there

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Description and pictures for

Key audience

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Description for oth arkets

Pepsi-Generation Next

Pepsi-Yeh hai Youngistan Meri Jaan(This is young era my dear)

Pepsi-Ye Dil Managy More (My heartwants more)

Something for everyone

Same Pakistani singer was used in both

countries in ads to promote Pepsi in mature or confused diabetic

patients or obese people.http://www.youtube.com/watch?v=dSpoba3-YRw

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Market PositioningofPepsi

Positioning is the process of creating, the

image the product holds in the mind of

consumers, relating to competing products.

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Cont..

In India & Pakistan

Coca cola and pepsi both make soft drinks, Coca cola

may try to compete but they will still be seen as dowmarket from pepsi.

Pepsi has been positioned based on the process of

positioning by direct comparison and have positionedtheir products to benefit their target markets.

Pepsi has positioned itself in these markets very well

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BuyingBehaviourofKey

udiance People love to drink it because Pepsi is not expensive as compared

to energy drinks and other juices and mineral water products.

Sometimes rumors about purity of water or for muslims when itwas said that PEPSI means Pay Each Peny To Save Israel peopleavoid to drink Pepsi in Pakistan and India.

Impressive campaigns which includes top movie stars andcricketers from both countries influence customers to enjoy Pepsimore.

Before Eids or other festivals People expect low prices and try tostock it at home.

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Life Cycle Representation of

product in bot countries

The standard product life cycle tendsto have five phases.

1. Development

2. Introduction

3. Growth4. Maturity

5. Decline

Pepsi is currently in the maturitystage , which is evidence primarilyby the fact that they have a large,

loyal group of stable costumers inIndia as well as Pakistan.

Introduction of different versions ofPepsi enable it to have stronghold inthese markets.

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Communication techniques

andMedia

Special sponsered Cricket Tournaments between two oldrivals (India and Pakistan)

TV advertisment including cricket and Bollywood cricketstars

Musical Concerts

New entertaining games between youngsters in Universitiesand Colleges

Surprise Prize competitions e.g In Pakistan in campagin

Mercedes Benz was Prize given in the end to winner througha lucky draw.

Billboards, Radio ads and charity programes

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MarketingCampaign

Pepsi should held and fully sponser a Cricket tournamentbetween India and Pakistan, about which a Common TV adshould play in both countries to make awareness and specialCricket match tickets and a short meeting with players shouldoffer as prize (through a lucky draw) for those people who willdrink Pepsi before tournament.

It is the best time for this kind of campaign because foriegnrelations between two are not good at the moment, so it will beinteresting competition as well as a successful campaign also.

http://www.youtube.com/watch?v=0lIkRAcJkVg

http://www.youtube.com/watch?v=d8r7LlwyPY817

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Aesthetics

People who think coke has more current, like

Pepsi more to enjoy it more as a soft drink.

Beside eating spicy food its delicious to drinkPepsi.

Some people like it due to less corbonated as

compare to Coke.

Packaging is considered good and regular

Pepsi in India easily available for cents 10.

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Logo

By the time Pepsi has changed its Logo attractively.

Packaging

Interesting new and satisfactory packaging for separate

products make it more influencing product for new and oldcustomers.

LogoandPackaging

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Promotion To promote pepsi we need to influence

the youngesters of both countriesthrough sponsoring cricket.

We will produce pamphlets/brochuresin which we would like to have one topcricketer from each country having

regular pepsi bottels in their hands. Slogan will be Cricket ke rang pepsi

ke sang means joys of cricket throughpepsi.

These brochures will be distributedamongst youngsters in Universities,Colleges, Cold corners, Public places,cinemas etc.

http://www.youtube.com/watch?v=Ly8PdCRCtLE

http://www.youtube.com/watch?v=X-p4lc0SB_0

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MessageDelivery

Urdu,English and Hindi languages will be used

in all promotional techniques.

Simple, entertaining and enthusiastic type of TVads will be played on most watched TV

channels.

Vulgarity or short clothes will be avoided to not

have muslim criticism but in India.

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Cont....

Emotional gestures can be used in all catagoriesof promotions.

But meaning of the promotions will not be

complicated.

Business, family, female, men, young, old and

children all can be used in ads to convey the

message.

Music can also be used to promote pepsi throughmusical concerts before tournament,.,-,.-.,-,

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Example ofPromotional

Broch

ur

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Restrictions formarketing

In Pakistan:

We can not make vulgar/sexy ads.

Pepsi can not be promoted

through any medium in any way

to use with alcohol or wine etc.

Words which may mean

differently or give harsh tune will

be avoided

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