Imc

Integrated Marketing Communication

Institute of technology & management universe

Department of management studiesA Report OfIntegrated Marketing Communication

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SUBMITTED TO: SUBMITTED BY:Rahim Munshi Hussain PadrawalaASSIT. PROFESSOR MBA 2st YEAR (3rd SEM)

ACKNOWLEDGEMENT

I would like to express my gratitude to my supervisor Rahim Munshi for the useful comments, remarks and engagement through the learning process of this report. 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. I will be grateful forever for your love.

Place: BARODA HUSSAIN H.PADRAWALA DATE: - 25/11/2014

Executive Summery

The purpose of this marketing plan is to develop an understanding about how PEPSI is marketed and distributed in the market (Product, Price, Promotion and Distribution). 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. With the help of this report we can identify the campaign and what are the source massage and channels that can implement by the PepsiCo.

INDEX

Topic ParticularsPage. No

Acknowledgement1

Executive Summary2

1 Introduction 4

2 Mission & vision 5

3Communication objective 6

4Creative ads 7

5 Pepsi campaign 17

6Strategies of Pepsi 19

7Media selection 20

8Bibliography 22

Introduction:- PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and Beverage Company. 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 India provides direct and indirect employment to 150,000 people including suppliers and distributors.PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice, non-carbonated beverage and a new innovation Nimbooz by 7Up. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands. PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lays Potato Chips; Cheetos extruded snacks, Uncle Chips and traditional snacks under the Kurkure and Lehar brands and the recently launched Aliva savoury crackers. The companys high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, 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. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 36 bottling plants in India, of which 13 are company owned and 23 are franchisee owned. In addition to this, PepsiCos Frito Lay foods division has 3 state-of-the-art plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers. Mission and Vision

PepsiCo Indias Mission"To be the world's premier consumer products company focussed on convenience food and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity."

PepsiCo Indias Vision"To build Indias leading total beverage company, delighting consumers by best meeting their everyday beverage needs, and stakeholders, by delivering performance with purpose, through our talented people."

Communication Objectives PEPSI

To separate brand identity for each products. Extensive reminder advertising for repeat purchase. Use of Teaser Adv. (Sanjay Dutt & Ranbir Kapoor) to suppress NOISE. Mention the Nutritional Value of product to increase consumer awareness and build responsible brand image. SIS to assist /boost impulse buying: Tropicana followed this strategy quite successfully. 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.

Cool and Creative Pepsi Advertisements

Pepsihas always been known for creating daring, creative and badass advertisements. 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.) under the umbrella.1:- Pepsi-Cola burbujeante (1962)

2:- Pepsi Truck

3:- Pepsi Max Give sugar the flick

4:- Pepsi street-ad

5:- Pepsi iPod advertisement

6:- Pepsi Pool

7:- Pepsi mini cans

8:- Dare For More

9:- Pepsi with a touch of lemon

10:- Pepsi Hook

12:-Old is Gold

13:-My can

14:- Change the Game

15:- Oh Yes Abhi

16:- New pressure ad

17:- Vintage and retro type ad

18:- Diet Pepsi Cat

19:- Pepsi Offer ad

PepsiCos 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. The focus, as is clearly evident, is on the product with the youth as its target segment.

Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns. The latest campaign Yeh Hai Youngistan Meri Jaan also targets the youth.

Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. 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.

Placement of Youngistaan CampaignThe campaign was first launched on T.V during the tri-series matches in February.The campaign is launched with 360-degree activation across radio, outdoor, modern trade, and Web and wireless platforms.

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.

Pepsi Youngistan is also sponsoring Wassup Youngistan on MTV, a show where youth can voice their thoughts.

Advertising Agency of Youngistaan Campaign

JWT (J. Walter Thompson) is the advertising agency of Pepsi Youngistaan Campaign. The idea is fast climbing the popularity charts. The seed of Youngistaan germinated through a recent TV campaign featuring the 'Saawariya' kid, Ranbir Kapoor, the present heart-throb of millions, Deepika Padukone, and the ever-so-smart and smashing SRK.

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. Youngistaan represents a never failing attitude, desire to take on challenges and the power to turn things around."

Expressing his opinion regarding the Youngistaan concept, Hari Krishnan, Vice-President at JWT, said, "Youngistaan is a feeling that is racing through every youthful nerve in the country today. Brand Pepsi will simply tap this energy and help the youth express this emotion."

Advertising Strategy of Pepsi

Pepsis target audiences are mostly teens and young adults and their advertising reflects this in every possible way. The company changes its advertising strategy and image to reflect the target's interests. Pepsi makes sure that the advertisements reflect to the target audiences interests and nostalgia. The advertising strategy includes cool, hip promos to attract more of the target audience. The advertising is mostly creative and has different elements like music and sports other than Bollywood. Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc.

Media selectionTelevision PepsiCo India, one of the countrys biggest advertisers, is diversifying its ad spends away from television which once accounted for 90 per cent of the budget, to focus on other media, especially online, as it aims to connect with its core youth audience.The company has recently launched a television campaign, which aims at connecting with consumers through gaming. The concept called The Game will bring together gaming and TV advertising. The idea is to involve consumers in our advertising and not just doing one-way communication.Outdoor MediaPepsiCo has increased the share of non-TV advertising spend to 30 per cent of its advertising budget. This includes print, outdoor media, mall advertising, mobile related applications and the Internet.InternetThis year PepsiCo had decreased its super bowl expenditure budget to increase its presence on online media to focus on youth. 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.Online advertising is a focus area for us because youngsters these days are hooked to the Net,

SponsorshipsPepsi has sponsored various sports events like icc world cricket league, many India Pakistan matches, IPL and also many other regional events. Pepsi Youngistan is also sponsoring Wassup Youngistan on MTV, a show where youth can voice their thoughts.

Bibliography:-

www.google.comwww.pepsico.comwww.pepsicoindia.comwww.wikipedia.comwww.docstoc.comwww.advertisers.com

Thank you Hussain Padrawala22 | Page