Presentation Pepsi Epa

THE PEPSI BRAND BOOKTHE PEPSI BRAND BOOK

BRAND POSITIONING SUMMARY

Pepsi Cola International

General information and history

THE PEPSI BRAND BOOK

Presented By:

Moiz Butt

Malik Khurram

Sanaullah Shehzad

PEPSI COLA


• History• Pepsi Vision• Pepsi Brand Positioning (core and actual benefit)• Pepsi Advertising basics (5 star model)• Advertising analysis• Summary

This presentation will help u in understanding


1898

A THE HISTORY OF PEPSI

Caleb Bradham, a young pharmacist from North Carolina renames a concoction known as “Brad’s Drink”- and “Pepsi Cola” is born.

1903 The first Pepsi Cola advertisement appears in a local newspaper.

1934 A landmark year as sales surge after Pepsi offers a 12 oz. drink for 5 cents, double the size of the competitive 6 oz. bottle at the same price.

1939 Pepsi airs the first ever national radio advertising jingle - “Nickel, Nickel.”

INTRODUCTION

THE PEPSI BRAND

1959 Soviet Premier Khrushchev and US Vice President Nixon share a Pepsi at the Moscow Fair.

1963 The “Pepsi Generation” slogan is born.

THE PEPSI BRAND BOOKTHE PEPSI BRAND

INTRODUCTIONINTRODUCTION

B THE HISTORY OF PEPSI CONTINUED

1964 Diet Pepsi becomes the first ever national diet cola.

1984 Pepsi becomes “the choice of a New Generation” and signs up Michael Jackson.

1991 Pepsi builds its music links with MC Hammer, Gloria Estefan and Rod Stewart, followed by Michael Jackson’s ‘Dangerous’ Tour.

1999 Pepsi launches ‘Ask For More.’

2002 Pepsi launches Pepsi Twist.

2004 New pack and new graphics.

From ‘Ask for More’… to ‘Dare for More’!



CONSUMER OBJECTIVE TO BE THE PREFERRED CHOICE OF TEENS

Which meansRated by teens as “the brand for me” and “the brand I prefer.”

Preferred on image and taste.

Identified as a brand of high quality and consistent integrity.

Constantly surprising and delighting

A THE PEPSI VISIONWhere do we want to be?

BUSINESS OBJECTIVE TO BECOME THE WORLD’S MOST EXCITING AND INNOVATIVE COLA, GROWING AHEAD OF THE MARKET

Which means Sustained, long term growth momentum on Regular.

A dynamic and wide-ranging portfolio (with a strong and growing no-sugar component).

Tailored growth strategies matching individual market

needs.

Does it need to be updated?


CONSUMER PROPOSITION

BRAND POSITIONING

SUMMARY

TEENS WHO DARE TO MAKE THE MOST OUT OF LIFE CHOOSE PEPSI.

This brand positioning is built on three core elements:

PRODUCT BENEFIT EMOTIONAL BENEFIT PERSONALITY

B BRAND POSITIONING

How teenagers define Pepsi

A total taste experience.

A full-on taste hit.

Craving, flavour, taste and kick.

Empowering

Uplifting

Challenging

FunDaring SociableOptimisticCharismatic

THIS POSITIONING TO OUR CONSUMERS IS BEST EXPRESSED THROUGH THE SIMPLE PROPOSITION:


ADVERTISING

A Brand proposition

B Thé Five Star model:

what makes a great DFM ad

C Advertisements.

This will help you understanding those factors that are highly focused before making any add.


ADVERTISING

A THE BRAND PROPOSITION

“Don’t settle for what you have.

Life is more exiting when you challenge yourself.

Dare to go beyond the ordinary. Find new, fun and

unexpected experiences with your friends.

Dare to create the kind of life you want to live!”


1. DFM attitude

2. Product centrality

3. Scale and entertainment

4. Long live the unexpected!

5. The Fun principle

“Life is more exciting when you challenge yourself”

B THE FIVE STAR MODEL

ADVERTISING


• Inspirational characters who are heroes, leaders… winners• These heroes must clearly show DFM attitude:

in control trying or experiencing things that they have never experienced beforechallenging themselves, the rules or a given situation

• They must embody DFM spirit: daring, fun, challenging, adventurous, sociable, charismatic

they’re winners!...and being a winner is also about having friends to share life’s wins

• DFM isn’t about ‘risky’ or ‘extreme’It’s about challenging the rules, the establishment, yourself…

“Life is more exciting when you challenge yourself”

1. DFM attitude

ADVERTISING



• The Pepsi product must be central to the narrative: no Pepsi- no story!

• The product must be drank and enjoyed

• The commercial should showcase a need, desire, or prized value placed on Pepsi:

• Clear product satisfaction helps drive product measures!

2. Product centrality

ADVERTISING


“More taste, more excitement, more reward”


• A world beyond the ordinaryfun, daring, adventurous, exciting, new,different, sociala world where you can be what you dream of beinga world which takes you to another placea world which is unexpected and surprisinga world full of fun and humour- light-hearted and never too serious

•Featuring local, regional or international celebrities as appropriate: embodying Pepsi valuesshowing that Pepsi has its finger on the youth pulse: Tarkan, Jay,

“Dare to go beyond the ordinary”

3. Scale and entertainment

ADVERTISING



A new take on life

stars appearing together for the first time : three divas

stars doing things they have never done before : eg singers as

gladiators, footballers as cowboys, Sumo wrestlers as footballers etc.

Things you have never seen before…

“Don’t settle for what you have”

4. Long live the unexpected!

ADVERTISING



• Pepsi ads should never get too serious- They are always:

humorous

original

energetic

…and most of all FUN!

shared sociable fun

creating fun experiences

humour with an unexpected twist

“Discover new, fun and unexpected experienceswith your friends”

5. The Fun Principle

ADVERTISING



• Advertisements and analysis

THE PEPSI BRAND BOOK • Pepsi night cricket


“DIL HAI TO MAANGO MORE”.

• Dominant blue theme.

• Shane warne, Lehman and Ramiz raja as foreign and local ambassadors.

• A burning desire to get Pepsi because it says “ WINNER KI PEPSI ”.

• Challenge, fun, spiritual and being a winner is also about having friends to share life’s wins.

• Mass marketing strategy focusing on young.

Ad Analysis

THE PEPSI BRAND BOOK Pepsi Shoaib

THE PEPSI BRAND BOOK Ad Analysis

• Theme song “ How does it feel like to shine on every one “.

• A world of imagination a man with her girl friend and Pepsi.

• Central theme in blue colour.

• A world beyond the extra ordinary.

• Soaib akhter and bob woolmer as stars and showing off things no body has ever seen them doing before.

• A world of fantasy.

• Not willing to drop a single drop of pepsi.

THE PEPSI BRAND BOOK Pepsi Twist


• A new variety in pepsi flavour with a twist of lemon.

• Blue back ground.

• Humour with an unexpected twist.

• A Dare for more attitude with a spirit of competition.

• No one is willing to loose even the last drop of the product, an unexpected experience to find with a friend.

• Twist of lemon being a speciality in the product.

• Targeting people who are always in search of positive change.

Ad Analysis

THE PEPSI BRAND BOOK Rs/ 40 Super pack


• Latest add featuring Waseen Akram playing cricket to get pepsi.• Emphasizing on Rs. 40 which is the new price for pepsi super pack 1.5 L.• A sales promotional add.• To play cricket with waseem akram when ever you have super pack pepsi with you.• Fun and excitement.• Once again theme in blue colour. • Targeting young generation.• “AB TO ROOZ MATCH HO GA.” showing willing ness for Pepsi every day.• WO BHI SIRF 40 MAIN. Focusing on low cost per match.

Ad Analysis

THE PEPSI BRAND BOOK Mountain Dew


• DEW NE KIYA TO PHIR KYA JIYA.

• Forcing on no concept of life unless doing some thing out of ordinay.

• An unexpected beviour to win mountain dew.

• A commitment to make impossible the possible.

• A challenging situation to get something in reward.

Ad Analysis

THE PEPSI BRAND BOOK Pepsi Amitabh


• YEH PYASS HAI BARI.

• Amitabh and Arshad as Brand ambassadors.

• A challenging situation to get pepsi in reward.

• Showing Pepsi as some thing very special and un common.

• Pepsi as a replacement for water and thirst but not vice versa.

• Theme of the add in blue once again.

• A funny and daring add.

Ad Analysis


CONCLUSION

A THE PEPSI CONSUMERThe Pepsi consumer

B THE PEPSI BRAND POSITIONINGHow teens define Pepsi


Pepsi Vs The red brand.


PEPSI TARGET MARKET SUMMARY

THE PEPSI BRAND


An outgoing, inspirational character:

- other teens aspire to his values and behaviours

- …young adults remember when they were him!

A touchstone for all communications.

Bulls eye: 17/ 18 year old male

15-21 (male and female).Broad

17/18 male.Bullseye

Our brand vision is to become the world’s most exciting, most innovative, most rewarding cola. The brand that is preferred and chosen by teens.

WHAT WOULD HE THINK? DOES IT APPEAL TO HIM? WILL IT EXCITE HIM?

A THE CONSUMER



B PEPSI BRAND POSITIONING SUMMARY

Brand Idea Pepsi - Dare For More.

Key Benefits A unique cola taste experience.A fun, daring, sociable, optimistic and charismatic personality.

Brand Positioning Statement Pepsi is the choice of teens who dare to make the most out of life.

Target Audience Bullseye: 17/18 male (active, image conscious).Broad: 15-21 (male and female).Global: All consumers who share that youthful ‘DFM’ spirit .

Key Purchasers Teenagers: Buy Pepsi because it is their preferred cola, a unique cola taste with a distinctive and exciting take on life.Gatekeepers: Buy Pepsi because their children want it, they trust it and it stands out on shelf as appealing and of high value.

Category role Pepsi has a unique position which offers consumers choice and superior taste, and grows the cola category through broadening appeal. Pepsi offers customers an alternative, increasing competition and category investment.



B BRAND POSITIONING


OUR CORE MARKET DEFINES PEPSI AS FOLLOWS:*

Pepsi understands teens: their worlds, their values, their dreams. Pepsi is part of the rhythm of their lives, celebrating who they are and what fills their hearts and minds.

Youth

Pepsi brings entertainment, fun and excitement into teens’ lives the world over.

Fun

Pepsi is always there, encouraging you to challenge yourself to live life to the fullest.

Energy and dynamism

Pepsi doesn’t think, talk or behave like other brands (least of all like Coke).

Distinctive

Pepsi is cool and confident and forward-looking, without being smug or arrogant. Reasoning for blue colour dominancy.

Cool and confident

* Flamingo, Dare For More research, Autumn 2003



C PEPSI VS THE RED BRAND

PEPSI THE RED BRAND

Fun, daring, sociable, optimistic, charismatic, active, positive, self-confident.

Classic, original, authentic. The mainstream.

Attitude

Teens. Any CSD consumer.

Increased teen focusPrimary Target

Brand Icon The Globe. The wave.

Blue. Red.Colour

New Swirl. Wave.Packaging identity

‘Dare For More’ ‘Real.’

More locally oriented.

Lead Ad Campaign

Presentation Pepsi Epa

Documents

share lifes wins

pepsi brand book

blue colour

brand proposition

brand positioning

buy pepsi

dont settle

ad analysis