Notesale: Turn your study into money

Document Preview

Extracts from the notes are below, to see the PDF you'll receive please use the links above

---

Institute of technology & management universe

Department of management studies
A Report Of

Integrated Marketing Communication
On

SUBMITTED TO:

SUBMITTED BY:

Rahim Munshi

Hussain Padrawala

ASSIT
...
I would like to thank my loved ones, who have supported me throughout
entire process, both by keeping me harmonious and helping me putting pieces
together
...


Place: BARODA
DATE: - 25/11/2014

1|Page

HUSSAIN H
...
In this
project different analysis are performed such as, Company image, mission statement, goals &
objectives, core business areas, SWOT Analysis, Industry Analysis, Marketing Program,
target markets, Marketing Strategy, Marketing Environment, Point of Differences&
Positioning At the end it was discussed that what are the core marketing strategies that make
PEPSI the more powerful brand
...


2|Page

INDEX
Page
...
One of the largest multinational investors in the country, PepsiCo
has established a business which aims to serve the long term dynamic needs of consumers in
India
...

PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver
joy as well as nutrition and always, good taste
...
Local brands – Lehar Evervess Soda, Dukes Lemonade
and Mangola add to the diverse range of brands
...
It manufactures Lay’s Potato Chips;
Cheetos extruded snacks, Uncle Chips and traditional snacks under the Kurkure and Lehar
brands and the recently launched ‘Aliva’ savoury crackers
...
Frito Lay’s core products, Lay’s, Kurkure, Uncle Chips and
Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its
products contain voluntary nutritional labelling on their packets
...
To support its operations,
PepsiCo has 36 bottling plants in India, of which 13 are company owned and 23 are
franchisee owned
...
PepsiCo’s business is based on its sustainability vision of making tomorrow better
than today
...


4|Page

Mission and Vision

PepsiCo India’s Mission
"To be the world's ‘premier consumer products’ company focussed on convenience food and
beverages
...
And in everything we do, we strive for honesty, fairness
and integrity
...
"

5|Page

Communication Objectives PEPSI

 To separate brand identity for each products
...




Use of Teaser Adv
...




Mention the Nutritional Value of product to increase consumer awareness and build
responsible brand image
...

 Consumer Schemes to entice swift purchase action and also generate more impulse
buying as consumer have become more knowledgeable and understand value for
money hence prefer to products giving a better deal with good quality products
...
Being
one of the most competitive carbonated beverage makers, these folks sure know how to
market all variants (Pepsi Diet, Pepsi Twist, Pepsi Max, Pepsi Blue, Pepsi Jazz, etc
...

1:- Pepsi-Cola burbujeante (1962)

7|Page

2:- Pepsi – Truck

3:- Pepsi Max – Give sugar the flick

8|Page

4:- Pepsi street-ad

5:- Pepsi iPod advertisement

9|Page

6:- Pepsi Pool

7:- Pepsi mini cans

10 | P a g e

8:- Dare For More

9:- Pepsi with a touch of lemon

11 | P a g e

10:- Pepsi – Hook

12:-Old is Gold

12 | P a g e

13:-My can

13 | P a g e

14:- Change the Game

15:- Oh Yes Abhi

14 | P a g e

16:- New pressure ad

17:- Vintage and retro type ad

15 | P a g e

18:- Diet Pepsi – Cat

19:- Pepsi Offer ad

16 | P a g e

PepsiCo’s Campaigns:-

 Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of
the most memorable campaigns of the brand, featuring celebrity endorsers such as
Shah Rukh Khan among others
...

 Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns
...

 Yeh Dil Mange More campaign was again a great success, having balanced the
emotional as well as the functional appeal of the product
...
The company however failed to maintain the trend
and leverage it
...
Though there is still some
amount of emotional appeal to its campaigns, the principal focus is on the product - it
being a preferred thirst quencher
...
V during the tri-series matches in February
...


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
...


Advertising Agency of “Youngistaan Campaign”

JWT (J
...
The
idea is fast climbing the popularity charts
...


PepsiCo India Executive Vice-President, Marketing (Cola), Sandeep Singh Arora, while
commenting on the new campaign said, "The new campaign targets the youth of the nation,
not only youngsters but also people young at heart
...
"

Expressing his opinion regarding the ‘Youngistaan’ concept, Hari Krishnan, VicePresident at JWT, said, "Youngistaan is a feeling that is racing through every youthful
nerve in the country today
...
"

18 | P a g e

Advertising Strategy of Pepsi

• Pepsi’s target audiences are mostly teens and young adults and their advertising reflects this
in every possible way
...

• Pepsi makes sure that the advertisements reflect to the target audience’s interests and
nostalgia
...

• The advertising is mostly creative and has different elements like music and sports other
than Bollywood
...
com also plays an important role in advertising and attracts target audience by giving
access to options like downloads, gaming, music mixing applications etc
...


The company has recently launched a television campaign, which aims at connecting with
consumers through gaming
...
The idea is to involve consumers in our advertising and not just doing oneway communication
...
This includes print, outdoor media, mall advertising, mobile related applications and
the Internet
...
It has nearly invested more than 20 million on online
media with its refresh project and creates an impact on social networking sites like Facebook
twitter etc
...
Pepsi Youngistan is also sponsoring
‘‘Wassup Youngistan” on MTV, a show where youth can voice their thoughts
...
google
...
pepsico
...
pepsicoindia
...
wikipedia
...
docstoc
...
advertisers

---