1. PEPSI BRAND ASSOCIATIONS YOUTH CENTRIC THIRST QUENCHER COOL FUN

2. Leveraging the brand image to explore new sector. Serve as an expansion opportunity for Pepsi co in India Strengthen the core brand Pepsi Increase customer base and loyalty towards brand. Increase emotional connect with the brand To create a concept of entertainment which defines what the youth want. 3. Paintball and Rock Climbing equipments Bowling Alley development Gaming Arcade AV Library Cost AV Equipment Basic Infrastructure Development IT structure of the premises Food and Beverages Legal Charges Leasing cost Promotional Costs Utilities and Maintenance Staff 4. Segmenting Demographic Behavioural Profile Target Group Age group 15-25 Movie buffs Gaming fans Music lovers Sports fans 5. A unique concept, supported by exceptional elements that make it a complete entertainment experience. A breath taking design with a complete feel of a Pepsi City. Ambience that is energetic, stylish and reflects the lifestyle and ideology of the Youngistan. 6. BOWLING ALLEY GAMING ARCADE MOVIES and MUSIC COMMON LOUNGE PAINTBALL and ROCK CLIMBING WALL 7. Pricing Objective Determining Demand Cost estimation Selection of a Pricing method 8. Pricing Objective -Strengthening the core brand Determining demand -Demand will be affected by price elasticity and price sensitivity Cost estimation Selection of a Pricing method -Perceived value pricing(can be set using focus groups, surveys, analysis of historical data etc) 9. SPACE ALLOCATION 1 storey stand alone building with basement Basement parking( free) Bowling alley- 6000 sq ft Gaming arcade- 2500 sq ft Paint ball- 7000 sq ft M n M- 4000 sq ft Common Lounge 3500 sq ft Central Dome 2000 sq ft LOCATION Gurgaon Close to transport sources Approx. 25,000 sq. feet of area 10. ABOVE THE LINE TACTICS Different advertisement for each behavioural segment identified. Teasers. Interactive website Pepsity simulation app BELOW THE LINE TACTICS Lucky First 100 customers get backpacks autographed by Dhoni, Virat & Raina (Inauguration during IPL) During IPL, organise a Pepsi contest to meet the CRICKET stars (brand ambassadors) Feature Pepsity for the first time in one of Ranbir Kapoors movie. Have virtual game competitions in popular malls and present the winners with vouchers for Pepsity. Distributing promotional coupons. Sponsor college fests. Promoting group culture by providing special all day group packages. Take back home PEPSI Souvenirs recall value. 11. Discotheque Food and Beverages 1) Use Frito lays chips with different dips Lays cream and onion with mayo dip, Masala flavour with cheesy dip. 2) The mock tails would be made out of Pepsi, Mirinda, slice, mountain dew, Tropicana and all Pepsi co products AV- Library Bowling Paint Ball Private Parlours Gaming Arcade Rock Climbing Karaoke 12. Creating new experiences Customer Engagement