Pepsi

VIDYA PRASARAK MANDAL, THANE

K. G. JOSHI COLLEGE OF ARTS &

N. G. BEDEKAR COLLEGE OF COMMERCE

CERTIFICATE

OF

PROJECT WORK

This is certify thatThis is certify that

Mr. / Ms. _______________________________________________Mr. / Ms. _______________________________________________

OfOf

M.Com. (BUSINESS MANAGEMENT ) Part.: ____ SemesterM.Com. (BUSINESS MANAGEMENT ) Part.: ____ Semester

:_____ Roll No. : _____ has undertaken & completed:_____ Roll No. : _____ has undertaken & completed

the project work titled ___________________the project work titled ___________________

______________________________ during the academic year______________________________ during the academic year

____________________

under the guidance of Mr. / Ms.under the guidance of Mr. / Ms.

______________________________________________________________________

Submitted on _____________ to this college inSubmitted on _____________ to this college in

fulfillment of the curriculum of fulfillment of the curriculum of MASTER OFMASTER OF

COMMERCE ( BUSINESS MANAGEMENT )COMMERCE ( BUSINESS MANAGEMENT )

UNIVERSITY OF MUMBAI .UNIVERSITY OF MUMBAI .

2

This is a bonafide project work & the informationThis is a bonafide project work & the information

presented is True & original to the best of ourpresented is True & original to the best of our

knowledge and belief .knowledge and belief .

PROJECT GUIDE EXTERNAL PROJECT GUIDE EXTERNAL EXAMINER

ACKNOWLEDGEMENT

It gives me great pleasure to declare that my project on “INTEGRATED MARKETING

COMMUNICATION [IMC] IN PEPSI” have been prepared purely from the point of view

of students requirements.

This project covers all the information pertaining to “INTEGRATED MARKETING

COMMUNICATION [IMC] IN PEPSI”. I had tried my best to write project in simple and

lucid manner. I have tried to avoid unnecessary discussions and details. At the same time it

provides all the necessary information. I feel that it would be of immense help to the

students as well as all others referring in updating their knowledge.

I am indebted to our principal Dr. Mrs. Shakuntala A. Singh Madam for giving us such an

awesome opportunity. I am also thankful to our coordinator Mr. D.M. Murdeshwar Sir and

also librarian and my colleagues for their valuable support, co-operation and encouragement

in completing my project.

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Special thanks to Prof. S.N.CHITALE my internal guide for this project for giving me

expert guidance, full support and encouragement in completing my project successfully.

I take this opportunity to thanks my parents for giving guidance and for their patience and

understanding me while I am busy with my project work.

Lastly I am thankful to God for giving me strength, spirit and also his blessings for

completing my project successfully.

INDEX

SR

NO.

CONTENTS PAGE

NO.

1. INTRODUCTION 1

2. COMPONENTS OF IMC 3

3. THE SHIFT FROM FRAGMENTED TO IMC 5

4. TOOLS OF IMC & ITS BENEFITS 7

5. PEPSI– COMPANY PROFILE 9

6.

7.

8.

9.

10.

11

4

12

13

14 CONCLUSION

15 BIBLIOGRAPHY

Introduction

Integrated marketing communications (IMC) is an approach used by

organizations to brand and coordinate their communication efforts. The

American Association of Advertising Agencies defines IMC as "a

comprehensive plan that evaluates the strategic roles of a variety of

communication disciplines and combines these disciplines to provide clarity,

consistency and maximum communication impact. " The primary idea behind

an IMC strategy is to create a seamless experience for consumers across

different aspects of the marketing mix. The brand's core image and messaging

are reinforced as each marketing communication channel works together as

parts of a unified whole rather than in isolation.

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An approach to achieving the objectives of a marketing campaign, through a

well coordinated use of different promotional methods that are intended to

reinforce each other.

As defined by the American Association of Advertising Agencies, integrated

marketing communications " ... recognizes the value of a comprehensive plan

that evaluates the strategic roles of a variety of communication disciplines

advertising, public relations, personal selling, and sales promotion and

combines them to provide clarity, consistency, and maximum communication

impact."

Integrated Marketing Communication (IMC) is the application of consistent

brand messaging across both traditional and non-traditional marketing channels

and using different promotional methods to reinforce each other.

It is essential for organizations to promote their brands well among the end-

users not only to outshine competitors but also survive in the long run. Brand

promotion increases awareness of products and services and eventually

increases their sales, yielding high profits and revenue for the organization.

To understand integrated marketing communication, let us first understand what

does brand communication mean?

Brand communication is an initiative taken by organizations to make their

products and services popular among the end-users. Brand communication

goes a long way in promoting products and services among target consumers.

The process involves identifying individuals who are best suited to the purchase

of products or services (also called target consumers) and promoting the brand

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among them through any one of the following means:

Advertising

Sales Promotion

Public Relation

Direct Marketing

Personal Selling

Social media, and so on

Integrated Marketing Communication - Let us now understand what does

integrated marketing communication mean?

Integrated marketing communication refers to integrating all the methods

of brand promotion to promote a particular product or service among

target customers. In integrated marketing communication, all aspects of

marketing communication work together for increased sales and maximum cost

effectiveness.

Various components of Integrated Marketing Communication:

1. The Foundation - As the name suggests, foundation stage involves

detailed analysis of both the product as well as target market. It is

essential for marketers to understand the brand, its offerings and end-

users. You need to know the needs, attitudes and expectations of the

target customers. Keep a close watch on competitor’s activities.

2. The Corporate Culture - The features of products and services ought to

be in line with the work culture of the organization. Every organization

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has a vision and it’s important for the marketers to keep in mind the same

before designing products and services. Let us understand it with the help

of an example.

Organization A‘s vision is to promote green and clean world. Naturally

its products need to be eco friendly and biodegradable, in lines with the

vision of the organization.

3. Brand Focus - Brand Focus represents the corporate identity of the

brand.

4. Consumer Experience - Marketers need to focus on consumer

experience which refers to what the customers feel about the product. A

consumer is likely to pick up a product which has good packaging and

looks attractive. Products need to meet and exceed customer expectations.

5. Communication Tools - Communication tools include various modes of

promoting a particular brand such as advertising, direct selling,

promoting through social media such as facebook, twitter, orkut and so

on.

6. Promotional Tools - Brands are promoted through various promotional

tools such as trade promotions, personal selling and so on. Organizations

need to strengthen their relationship with customers and external clients.

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7. Integration Tools - Organizations need to keep a regular track on

customer feedbacks and reviews. You need to have specific software like

customer relationship management (CRM) which helps in measuring the

effectiveness of various integrated marketing communications tools.

Integrated marketing communication enables all aspects of marketing mix to

work together in harmony to promote a particular product or service effectively

among end-users

The Shift from Fragmented to Integrated Marketing

Communications

Prior to the emergence of integrated marketing communications during the

1990s, mass communications—the practice of relaying information to large

segments of the population through television, radio, and other media—

dominated marketing. Marketing was a one-way feed. Advertisers broadcasted

their offerings and value propositions with little regard for the diverse needs,

tastes, and values of consumers.

Often, this "one size fits all" approach was costly and uninformative due to the

lack of tools for measuring results in terms of sales. But as methods for

collecting and analyzing consumer data through single-source technology such

as store scanners improved, marketers were increasingly able to correlate

promotional activities with consumer purchasing patterns. Companies also

began to downsize their operations and expand marketing tasks within their

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organizations. Advertising agencies were also expected to understand and

provide all marketing functions, not just advertising, for their clients.

Today, corporate marketing budgets are allocated toward trade promotions,

consumer promotions, branding, public relations, and advertising. The

allocation of communication budgets away from mass media and traditional

advertising has raised the importance of IMC importance for effective

marketing. Now, marketing is viewed more as a two-way conversation between

marketers and consumers. This transition in the advertising and media industries

can be summarized by the following market trends:

a shift from mass media advertising to multiple forms of communication

the growing popularity of more specialized (niche) media, which considers

individualized patterns of consumption and increased segmentation of consumer

tastes and preferences the move from a manufacturer-dominated market to a

retailer-dominated, consumer-controlled market the growing use of data-based

marketing as opposed to general-focus advertising and marketing greater

business accountability, particularly in advertising performance-based

compensation within organizations, which helps increase sales and benefits in

companies unlimited Internet access and greater online availability of goods and

services a larger focus on developing marketing communications activities that

produce value for target audiences while increasing benefits and reducing costs

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The Tools of Integrated Marketing Communications

The IMC process generally begins with an integrated marketing

communications plan that describes the different types of marketing,

advertising, and sales tools that will be used during campaigns. These are

largely promotional tools, which include everything from search engine

optimization (SEO) tactics and banner advertisements to webinars and blogs.

Traditional marketing communication elements such as newspapers, billboards,

and magazines may also be used to inform and persuade consumers. Marketers

must also decide on the appropriate combination of traditional and digital

communications for their target audience to build a strong brand-consumer

relationship. Regardless of the brand's promotional mix, it is important that

marketers ensure their messaging is consistent and credible across all

communication channels.

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Benefits of Integrated Marketing Communications

With so many products and services to choose from, consumers are often

overwhelmed by the vast number of advertisements flooding both online

and offline communication channels. Marketing messages run the risk of

being overlooked and ignored if they are not relevant to consumers' needs

and wants.

One of the major benefits of integrated marketing communications is that

marketers can clearly and effectively communicate their brand's story and

messaging across several communication channels to create brand

awareness. IMC is also more cost-effective than mass media since

consumers are likely to interact with brands across various forums and

digital interfaces. As consumers spend more time on computers and

mobile devices, marketers seek to weave together multiple exposures to

their brands using different touch points. Companies can then view the

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performance of their communication tactics as a whole instead of as

fragmented pieces.

The other benefit of integrated marketing communications is that it

creates a competitive advantage for companies looking to boost their

sales and profits. This is especially useful for small- or mid-sized firms

with limited staff and marketing budgets. IMC immerses customers in

communications and helps them move through the various stages of the

buying process. The organization simultaneously consolidates its image,

develops a dialogue, and nurtures its relationship with customers

throughout the exchange. IMC can be instrumental in creating a seamless

purchasing experience that spurs customers to become loyal, lifelong

customers.

COMPANY PROFILE

PepsiCo entered India in 1989 and has grown to become the country’s 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.

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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 India’s

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.

PepsiCo’s 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

Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional

snacks under the Kurkure and Lehar brands and the recently launched ‘Aliva’

savoury crackers. The company’s high fibre breakfast cereal, Quaker Oats, and

low fat and roasted snack options enhance the healthful choices available to

consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and

Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and

all of its products contain voluntary nutritional labeling 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, PepsiCo’s Frito Lay

foods division has 3 state-of-the-art plants. PepsiCo’s business is based on its

sustainability vision of making tomorrow better than today. PepsiCo’s

commitment to living by this vision every day is visible in its contribution to the

country, consumers and farmers.

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Mission and Vision

PepsiCo India’s 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 India’s Vision

"To build India’s leading total beverage company, delighting consumers by best

meeting their everyday beverage needs, and stakeholders, by delivering

performance with purpose, through our talented people."

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Competitors Analysis

Major Competitors

CCI Communication Strategies

Localization in communication to target rural market

Establish connect between Coke and enjoying life.

Life ho toh Aisi !!

Coca Cola Enjoy

Try to impress upon consumer mind by targeting ego !

Yaaran da Tashan !

Advertising for all brand packs done in a balanced manner.

Intensive use of Celebrities for both on-air and off-air Campaigns.

Trying to position coke as a generic term for carbonated beverage.

Thanda matlab coca cola !!

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Market Communication Mediums of COKE

Promotional activities.

Celebrity endorsements and brand ambassadors.

Advertisements.

Hoardings

Opportunity Analysis

Water Shortage and Health Awareness Driving Bottled Water

Consumption in India. The Indian packaged water business is estimated at

around Rs 2,500 crore with a growth rate of close to 35 per cent. While

India ranks in the top 10 largest bottled water consumers in the world, its

per capita per annum consumption of bottled water is estimated to be five

litres which is comparatively lower than the global average of 24 litres.

Today it is one of India's fastest growing industrial sectors. Between 1999

and 2005, the Indian bottled water market grew at a compound annual

growth rate (CAGR) of 25 per cent - the highest in the world. The study,

conducted by the US-based Earth Policy Institute, says the global

consumption of bottled water has grown by 57 per cent over the past five

years.

Changing health consciousness attitude derives an opportunity for coca-

cola to introduce more of non-carbonated beverages. The market share of

non carbonated drinks is expanding at a fast pace and world leading

beverage company can come up with health drinks to tap the new

segment.

Rural Markets are still to be explored.

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Segmentation Targeting & Promotion

Segmentation

The market has being segmented by pepsi on the following grounds. Pepsi

Co have adopted different marketing strategy for rural and urban areas.

Age

India is considered to be a young country i.e. average age of Indian population

is less 38years. Thus targeting young generation can be a

beneficial marketing strategy for soft drink companies. In fact this is the case,

all the major brands like Pepsi, coca cola, and thumps up, mainly target

younger generation in India.

In Europe, as average population is older than Asian countries, Coca cola

targeted the older generation of the population. Similarly in USA, Pepsi targeted

the generation X (younger generation) as they comprises majority of the

population and they positioned Pepsi in the mind of youth that Pepsi is for the

youth.

Pepsi targets the youth of India. Its campaigns generally focus on the teens and

young adults. It attempts to capture the youth of today by focusing on their

personality, lifestyle and their attitude in its advertisements.

Geographic segmentation

Pepsico has segmented the market on the basis of rural and urban area. As the

climate of the country is hot and dry it aims at the geographical areas where

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people actually require something to quench their thirst. That is why pepsi came

with chotta pepsi in rural areas to tap the market where people want cold drink

which is good as well as cost effective.

Taste and Preferences

According to the taste and preference of the customers pepsi came up with a

product like diet pepsi. It came up with diet pepsi in order to cater to the needs

of those people who are very health conscious.

Moreover with their nimobooz lemon drink the company has targeted the most

preffered Indian drink that is nimbu pani and has been a huge success. The

company has sold more than 50 lakhs cases of Nimbooz in just 2 years.

Behaviour segmentation

In occasions like parties, birthdays, sports and regular occasions the soft drinks

are preferred at every occasion. It is liked by each and every member of the

family whether a child or an adult or an teenager. Even if there is no occasion

due to environmental factors people do purchase pepsi.

Psychographic segmentation

Mirinda : Girls Savy drink

Dew : For the people who dare

My Can : for the trendy

Pepsi : for ‘Youngistan’.

Tropicana : heatlth conscious people.

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Targeting

Pepsi targets both the rural as well as the urban segments. For urban segments

the targeting strategy is trendy cans ,fridge packs which is mostly trendy and

liked by the youngsters. The rural market is targeted with entirely different

strategy altogether. They keep price as an important decision making variable.

Positioning

Pepsi has always been brand that embodies the most prevalent youth

sentiment. Over the years as ‘youth’ has evolved, so have Pepsi’s

positioning and language.

.Pepsi prefers to position itself as the beverage choice of the “New

Generation”, “Generation Next”, or just as the “Pepsi Generation”. These

terms adopted in Pepsi’s advertising campaigns are referring to the markets that

marketers refer to as Generation X. The Generation X consumer is profiled to

be between the ages of 18 to 29. They have high expectations in life and are

very mobile and active. They adopt a lifestyle of living for today and not

worrying about long-term goals. Though Pepsi’s main emphasis is on this

segment but they also have a focus on the 12 to 18 year old market. The rich

deep blue colouring represents eternal youthfulness and openness.

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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 supress ‘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 succesfully.

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.

PepsiCo’s Campaigns

Pepsi

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.

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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.

7 UP

In its early days, 7 UP inherited the global Fido-Dido campaign for promotion

in India as well. However, with changing times and a contextual difference in

India, a much more focused campaign was required. This led to the Keep It

Cool campaign, which was targeted primarily at the youth and the teenager

segment. Hence the appeal was at a more subtle, emotional level, which was

meant to convey a potential lifestyle statement. The recent campaign of Bheja

Fry essentially leverages on the same emotional appeal where the Keep It Cool

campaign has been somewhat tweaked to have a local appeal.

Mountain Dew

Mountain Dew is the latest entrant in the product portfolio. This product too has

the appeal of being the drink of a daredevil or the No Fear personality. The

campaigns launched include Do the Dew and Darr Ke Aagey Jeet Hai. The

initial campaign was unclear in terms of its appeal and the target segment, as a

result of which the brand suffered some jolts in the beginning. However, the

latest campaign captures the No Fear or the Macho Man image. In this sense,

the brand directly competes with Thums Up from the Coca Cola Stable

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About Youngistaan Campaign

This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone

—who acted in the two most-talked about Hindi films in 2007, to accompany

brand ambassador Shah Rukh Khan. 

Ranbir confronts SRK while making a futile attempt at entering Deepika’s

room to grab a Pepsi, Ranbir spots a poorly lit neon sign that reads ‘Young

Hindustan Supermarket'. Due to the broken neon light, Ranbir spots just a

few letters. When asked, where he has come from, Ranbir, based on this

observation, replies, "Youngistaan".

“This time we wanted an all-encompassing theme. ‘Youngistan’ reflects the

mood of India’s youth, which is today keen to take the ropes and drive India,”

says Punita Lal, executive director, marketing, PepsiCo. 

“Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters. 

Youngistan is not so much a place and it is a state of mind of today’s youth.

“While the term is new, what it stands for – the GenNext attitude – is not

new”.

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STP-Segmenting, Targeting and Positioning of Youngistaan Campaign

Segmenting Pattern

Demographics

The campaign targets teens and young adults of metros and phase II

cities.

Psychographics

The campaign attempts to capture the youth of today by focusing on their

personality, lifestyle and attitude of youth through the advertisement.

Targeting Strategy

The Youngistaan Campaign uses undifferentiated targeting strategy to

reach out to its target audience. That is it launched youngistaan campaign

for all the target audience in the same way. 

Positioning

The campaign positioning is done on the basis of user approach i.e. a

personality based approach where a user’s image or association rubs off on

the brand image.

For this campaign Pepsi used the three most popular celebrities of the last

year i.e. Shahrukh Khan, Ranbir Kapoor, Deepika Padukone.

Placement of “Youngistaan Campaign”

The 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

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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

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• Pepsi’s 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 audience’s

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.

Types of Appeal used in the Advertisements

Fear :

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mountain dew advertisement depict the fear factor image by stating “ Darr

ke agge Jeet hai”, this is one of the most successful campaigns for the

company as this latest campaign certainly seems to be a step in this direction;

the commercial attempts to associate the drink with one’s ability to conquer fear

.  It appears to be a cautious move to reposition the brand in an attempt to make

it more attractive to a wider consumer base.

Homour :

The homour appeal has been very well used in various ad campaigns of pepsi

one of them being the snapshot of Chinese monk wherein he becomes after

rigorous hard work of years he tasted success and later the ritual to hammer his

head into the pepsi can to get the shape of the can on his forehead.

Evolution in PEPSI Logo

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Slogans

1992 Gotta Have It

1993 Be Young, Have Fun, Drink Pepsi

1995 Nothing Else is a Pepsi

1996–1997: "Pepsi: There's nothing official about it

1997 Generation Next

1997–1998: "Generation Next" (with the Spice Girls)

1998–1999: "It's the cola" (100th anniversary commercial)

1999 The Joy of Cola

1999: "Yeh dil maange more"

2001 Yehi hai Right Choice Baby

2004 Yeh Dil Mange More

2007 Yeh Pyaas Hai Badi

2009: "Yeh Hai Youngistaan Meri Jaan"

2010: Youngistan Ka Wow

Media selection

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Television : PepsiCo India, one of the country’s 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 Media: PepsiCo 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.

Internet :This year pepsico had decreased its superbowl 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

create 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,”.

Sponsorships

Pepsi 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. 

Pepsi has integrated digital and traditional media for the

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promotion of their products in a very effective manner

Nowadays millions of consumers converse on a daily basis in online

communities, discussion forums, blogs and social networks. They turn to the

Internet to share opinions, advice, grievances and recommendations. It has been

said that traditional media is losing its face value and that the Internet is a fad

and digital only applies to the millennium generation. While that may seem true,

if you want to stay on the innovative cusp for your business, use both traditional

and internet media marketing and here are some reasons why:

1. Online conversations can power or deflate a company's brand. Do you have a

presence?

2. Discover specific issues that are being discussed around your company, brand

or organization and create feedback to these issues.

3. There may be events, trends and issues that may be influencing industry and

brand buzz.

4. Measure how your online and offline marketing campaigns resonate with

consumers.

5. Leverage word-of-mouth to drive brand credibility, and ultimately sales if

you use face-to-face marketing, Internet Marketing, Search Engine

Optimization Strategy, and Social Media Strategy correctly.

People are more likely to communicate through both word-of-mouth and social

media when they are engaged with the product, service, or idea. This

engagement may come naturally for supporters of causes, political candidates,

and trendy new technological products. However, it can also be creatively

stimulated for products and services which generate less psychological

involvement of customers.

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For example, Pepsi (2008) uses its Pepsi Stuff online customer loyalty program

to engage consumers by enabling them to redeem points for MP3 downloads,

television show downloads, CDs, DVDs, electronics, and apparel. Campaign

participants are also allowed to participate in sweepstakes drawings for larger

prizes, such as home theater systems and trip giveaways. Coca Cola (2008) has

a similar campaign entitled ‘‘My Coke Rewards.’’ According to Nielson

research, TV users watch more than ever before (an average of 127 hrs, 15 min

per month) and these users are spending 9% more time using the Internet (26

hrs, 26 min per month) from last year. Approximately 220 million Americans

have Internet access at home and/or work with a growing number using the

Internet for research and social media.

Knowing this research, traditional media entertains and communicates to a mass

audience whereas digital media entertains, communicates with, and engages the

individual. The benefits of digital media can be highly measurable and

marketers can often see a direct effect in the form of improved sales in addition

to establishing a direct link with the consumer. This can also be cost effective.

However, the pitfalls of digital marketing can be that the medium is new,

constantly changing and evolving with results that vary. You often get what you

ask for! Digital media is known as digitized content (text, graphics, audio and

video) that can be transmitted over the Internet.

While digital media consumption such as twitter, facebook, youtube etc have

increased tremendously, Pepsi cannot ignore consumers who still rely on

traditional media for their informative and entertainment needs, as a result, 2/3

of their advertising budget is still dedicated to traditional media. Marketers must

strike a good balance between using traditional and digital/social media and

other promotional tools.

Bibliography

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www.google.com

www.pepsico.com

www.pepsicoindia.com

www.wikipedia.com

www.docstoc.com

www.advertisers.com

http://www.ukessays.com/essays/marketing/promotion-mix-to-create-an-

imc-campaign-marketing