Pepsi Cola International General Information and History: Brand Positioning Summary

BRAND POSITIONING SUMMARY
THE PEPSI BRAND BOOK
Pepsi Cola International General information and history
PEPSI COLA
Presented By:
Moiz Butt Malik Khurram Sanaullah Shehzad
This presentation will help u in understanding
History Pepsi Vision Pepsi Brand Positioning (core and actual benefit) Pepsi Advertising basics (5 star model) Advertising analysis Summary
INTRODUCTION
A
1898
THE HISTORY OF PEPSI
Caleb Bradham, a young pharmacist from North Carolina renames a concoction known as Brads Drink- and Pepsi Cola is born. The first Pepsi Cola advertisement appears in a local newspaper. 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. Pepsi airs the first ever national radio advertising jingle - Nickel, Nickel. Soviet Premier Khrushchev and US Vice President Nixon share a Pepsi at the Moscow Fair. The Pepsi Generation slogan is born.
1903 1934 1939 1959 1963
INTRODUCTION
THE HISTORY OF PEPSI CONTINUED
1964 1984
Diet Pepsi becomes the first ever national diet cola. Pepsi becomes the choice of a New Generation and signs up Michael Jackson. Pepsi builds its music links with MC Hammer, Gloria Estefan and Rod Stewart, followed by Michael Jacksons Dangerous Tour. Pepsi launches Ask For More.
1991
1999 2002 2004
Pepsi launches Pepsi Twist.

New pack and new graphics. From Ask for More to Dare for More!
Does it need to be updated?

THE PEPSI VISION Where do we want to be?
CONSUMER OBJECTIVE
Which means
TO BE THE PREFERRED CHOICE OF TEENS

Rated 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
BUSINESS OBJECTIVE
TO BECOME THE WORLDS MOST EXCITING AND INNOVATIVE COLA, GROWING AHEAD OF THE MARKET
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.
Which means
CONSUMER PROPOSITION
BRAND POSITIONING How teenagers define Pepsi

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

PRODUCT BENEFIT A total taste experience. A full-on taste hit. Craving, flavour, taste and kick.
This brand positioning is built on three core elements: EMOTIONAL BENEFIT Empowering Uplifting Challenging PERSONALITY Fun Daring Sociable Optimistic Charismatic
THIS POSITIONING TO OUR CONSUMERS IS BEST EXPRESSED THROUGH THE SIMPLE PROPOSITION:
ADVERTISING
Brand proposition
Th Five Star model: what makes a great DFM ad

Advertisements.
This will help you understanding those factors that are highly focused before making any add.
ADVERTISING
THE BRAND PROPOSITION
Dont 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!
ADVERTISING
THE FIVE STAR MODEL
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
ADVERTISING
THE FIVE STAR MODEL
1. DFM attitude
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 before challenging themselves, the rules or a given situation
They must embody DFM spirit: daring, fun, challenging, adventurous, sociable, charismatic
theyre winners! ...and being a winner is also about having friends to share lifes wins
DFM isnt about risky or extreme

Its about challenging the rules, the establishment, yourself
Life is more exciting when you challenge yourself
ADVERTISING
THE FIVE STAR MODEL 2. Product centrality
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!
More taste, more excitement, more reward
ADVERTISING
B
THE FIVE STAR MODEL

3. Scale and entertainment
A world beyond the ordinary

fun, daring, adventurous, exciting, new,different, social a world where you can be what you dream of being a world which takes you to another place a world which is unexpected and surprising a world full of fun and humour- light-hearted and never too serious
Featuring local, regional or international celebrities as appropriate:

embodying Pepsi values showing that Pepsi has its finger on the youth pulse: Tarkan, Jay,
Dare to go beyond the ordinary
ADVERTISING
THE FIVE STAR MODEL 4. Long live the unexpected!
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
Dont settle for what you have
ADVERTISING
THE FIVE STAR MODEL
5. The Fun Principle

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 experiences with your friends
Advertisements and analysis
Pepsi night cricket
Ad Analysis
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 lifes wins. Mass marketing strategy focusing on young.
Pepsi Shoaib
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.
Pepsi Twist
Ad Analysis
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.
Rs/ 40 Super pack
Ad Analysis
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.
Mountain Dew
Ad Analysis
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.
Pepsi Amitabh
Ad Analysis
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.
CONCLUSION
THE PEPSI CONSUMER

The Pepsi consumer
THE PEPSI BRAND POSITIONING

How teens define Pepsi How teenagers define Pepsi Pepsi Vs The red brand.
THE CONSUMER
Bulls eye: 17/ 18 year old male
An outgoing, inspirational character: - other teens aspire to his values and behaviours - young adults remember when they were him! A touchstone for all communications.
WHAT WOULD HE THINK?
DOES IT APPEAL TO HIM?
WILL IT EXCITE HIM?
PEPSI TARGET MARKET SUMMARY

Broad
Bullseye 15-21 (male and female). 17/18 male.
Our brand vision is to become the worlds most exciting, most innovative, most rewarding cola. The brand that is preferred and chosen by teens.

B
Brand Idea
PEPSI BRAND POSITIONING SUMMARY

Pepsi - Dare For More. A unique cola taste experience. A fun, daring, sociable, optimistic and charismatic personality. Pepsi is the choice of teens who dare to make the most out of life. Bullseye: 17/18 male (active, image conscious). Broad: 15-21 (male and female). Global: All consumers who share that youthful DFM spirit . 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. 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.
Key Benefits
Brand Positioning Statement Target Audience
Key Purchasers
Category role
BRAND POSITIONING How teenagers define Pepsi
OUR CORE MARKET DEFINES PEPSI AS FOLLOWS:*

Youth 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. Pepsi brings entertainment, fun and excitement into teens lives the world over.
Fun Energy and dynamism Distinctive Cool and confident
Pepsi is always there, encouraging you to challenge yourself to live life to the fullest.
Pepsi doesnt think, talk or behave like other brands (least of all like Coke). Pepsi is cool and confident and forward-looking, without being smug or arrogant. Reasoning for blue colour dominancy.
* Flamingo, Dare For More research, Autumn 2003

PEPSI VS THE RED BRAND PEPSI THE RED BRAND Classic, original, authentic. The mainstream. Any CSD consumer. Increased teen focus
Attitude
Fun, daring, sociable, optimistic, charismatic, active, positive, selfconfident. Teens. The Globe. Blue. New Swirl. Dare For More
Primary Target Brand Icon Colour Packaging identity Lead Ad Campaign
The wave. Red. Wave.
Real.
More locally oriented.

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BRAND POSITIONING SUMMARY

THE PEPSI BRAND BOOK