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Pepsi IMC

PepsiCo India's mission is to be the premier consumer products company focused on convenience food and beverages, providing growth opportunities while acting with honesty and integrity. Its vision is to build India's leading total beverage company and delight consumers by meeting their beverage needs and stakeholders by delivering performance through its talented people. PepsiCo is an American corporation headquartered in New York. Its India revenue has risen consistently in the past five years. Its target audience is teens and young adults and its advertising reflects this using cool, hip promotions featuring music and sports. Pepsi uses various advertising channels including TV, internet, print, outdoor, and broadcast advertising to promote its brand and products.

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Mahi Teja
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1K views

Pepsi IMC

PepsiCo India's mission is to be the premier consumer products company focused on convenience food and beverages, providing growth opportunities while acting with honesty and integrity. Its vision is to build India's leading total beverage company and delight consumers by meeting their beverage needs and stakeholders by delivering performance through its talented people. PepsiCo is an American corporation headquartered in New York. Its India revenue has risen consistently in the past five years. Its target audience is teens and young adults and its advertising reflects this using cool, hip promotions featuring music and sports. Pepsi uses various advertising channels including TV, internet, print, outdoor, and broadcast advertising to promote its brand and products.

Uploaded by

Mahi Teja
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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."

PepsiCo Inc. is an American multinational food, snack


and beverage corporation headquartered in Purchase,
New York, United States
The revenue of PepsiCo India Holdings, has risen
consistently in the past five years - 121.3 per cent from
Rs 3,261.3 crore in 2009-10 to Rs 7,216.6 crore in 201314
Products:

Target Audience
Pepsis target audience are mostly teens and young
adults and their advertising reflects this in every
possible way.

Communication Objectives
Extensive reminder advertising for repeat purchase.
To have PEPSI in TOMA of audience
Assist /boost impulse buying

Message
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.

Communication channels
Advertising
TV and Internet Commercials
The brand ambassadors

Types of Advertising
There are several types of advertisements that is used
by Pepsi that help expose the product out to the public.
A few examples are
Print advertisement
Outdoor advertisement
Broadcast advertisement

Print Advertisements are ads that are printed by


companies and published in newspapers, magazines,
brochures, and flyers.

Outdoor advertisement are ads on:


Billboards
Kiosks on electric poles
Bus Shelters
Vehicular Display
Wall Posters
Banners
Landscape and street furniture

Broadcast Advertisement

oadcast advertising is radio, television, and Internet advertising.

Indian Slogans for Pepsi


Yehi hai right choice Baby, Aha
Yeh Dil Maange More !
Pepsi ye pyaas heh badi
Yeh hai youngistaan meri jaan
My Pepsi My Way
Change the game
Oh Yes Abhi

Oh Yes Abhi
Strategy :
Young India is impatient and wants to do things right
now. This pulse of the nation was the new philosophy
that Pepsi aimed to bring alive through its new brand
positioning, Oh Yes Abhi.

IPL

The new campaign witnessed a spread across radio,


onground and outdoor, besides digital and social media.
Pepsi has also launched what it terms, Indias first
online, on-demand gig, #TheWorldsSmallestStage. The
gig was streamed live onhttp://pepsiohyesabhi.com and
Yahoos homepage
Micro site-Fans were expected to voice their thoughts on
what they really want right now with hashtags #
CantWaitAbhi and #OhYesAbhi

As part of now proposition, an on demand digital live concert Music Abhi was designed.
Raghu Dixit & Spud in the Box performed gigs voted by the social media audience.

PepsiCo India had also created a microsite


gharwalidiwali.com, where people were asked to leave a
message and the winner received a gift hamper
containing goodies from the company
In the run-up to Diwali, PepsiCo, through its dedicated
band of social media analysts, were monitoring
consumer conversations on social networks where
people were talking about cancelling plans to meet
family members on Diwali due to work commitments.
Every digital campaign by PepsiCo has targeted specific
consumers based on their consumption pattern and
then the feedback was further monitored by the

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