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Published byRandall Gilbert Modified over 9 years ago
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Aswath Mayooran R Namrata kedia Rohit Lakhotia Deeraj Rane
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Overview Of Pepsi Positioning and repositioning Advertisement Sales promotion Analysis of the product Generic competition Hypotheses Justification Analysis of data Net take away
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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
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Pepsi repositioned itself as a drink for all the seasons Pepsi repositioned itself as a drink for the “young people” Initial Positioning: Initially Pepsi was introduced as a drink for the white people Pepsi positioned itself as a drink during summer season Subsequent Repositioning:
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Varities of Advertaisments were made Tv commercials Print Media Social Media Effects of this - Pepsi holds a good amount of market share
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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 :
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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.
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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
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Pricing strategy Decides its price on the basis of competition Franchising strategy Distribution strategy
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Increase the per capita consumption Expanding its distribution network Leading the beverage revolution in India Target-Young generation Tie ups with IPL
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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.
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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.
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Availability is the most important factor while buying Pepsi
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Preference of Pepsi is not influenced by its Brand Ambassador
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Mother brand “Pepsi”, is more popular than its variants
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Comparison of Mother Brand "Pepsi" with its variants
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And also we compared the variants of Pepsi & Coca Cola BrandTotal number of people who can recognize the brand Diet Pepsi33 Pepsi Blue30 Pepsi Atom39 Diet Coke64
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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.
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