Download - Pepsi in india and pakistan(Navaraj Karki)
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
1/25
1
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
2/25
Defining Company and Product
PEPSI
Firstly Introduced in1989 in
North Carolina In 1903, Bradham moved the
bottling of Pepsi-Cola from hisdrugstore to a rented warehouse.
Net earnings up to 09-06-2009are
$ 4,658 million.
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
3/25
Defining brand
One of the most well known brandof the world
Before TV in the world it was
advertised through radio and firstmost popular campaign at radio forPepsi was jingle
Being a historical brand many
genarations know this brand andchildren who even can not talk, liketo drink it.
3
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
4/25
Defining Market Areas
Although it is worlds well known brand but for ourproject we select Pakistan and India.
Why Pakistan and India???
Paki tan
Population-around 170 million
95% muslims, 5% Hindus+Chirstians and others
Around 25% young people (Around 42 million)
Basic Languages Urdu, Punjabi and English
4
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
5/25
India
Population around 1.15 billion
Hindu 80.5%, Muslim 13.4%,Christian 2.3%, Sikh 1.9%, other1.8%
Hindi (similar to Urdu) 41%,Punjabi 2.8%, English and others
Financial crisis led annual GDPgrowth to slow to 6.1% in 2009, stillsecond highest growth in the world
among major developing economies Total TV channells are 1400 up till
2009 (because of different languagesin different states)
5
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
6/25
Reasons to hoose arketsand
Pepsi Both are in the top 10 most populated countries (have big
markets)
Contain Muslim and Hindu majorities so interesting tocompare both cultures for one product.
Alcohlic drinks are prohibited in Pakistan, not in India but
still Pepsi is mixed with other alcoholic drinks. Maximum percentage of young people than other countries
in the world, (they love pepsi)
Most popular drink among students
Young people some time drink pepsi by considering afashion like having Nokia moblies.
Spicy foods eaten in all events make pepsi compulsory todrink with these foods.
6
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
7/25
Cont...Major events for Pepsi (weddings and
festivals)
In wedding (which may lasts 3-5days),around 300 guests can drink 3000regular bottles easily.
Eid, specially when muslims slaughtermillions of sheeps and cows people tryto stock as much Pepsi as they can dueto special offers (Muslims have twoEids in one year).
Other events like Basant (kite flyingfestival) in Pakistan, Holli, Dewali,Dussera and other casual parties aremajor popular events for Pepsi in thesecoutries.
7
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
8/25
Reasons to Select Pepsi
People love to drink it
Although Coke is older and market leader in
some other regions but Pepsi is more famousand acceptable as compare to coke.
Used much more prudent and impressivemarketing and promotional campaigns in thesetwo countires.
Pepsi is the biggest Sponser for Cricket in theworld.
8
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
9/25
Key diance
Mostly young ones but in thesetwo countries some times those
people are key customers for
Pepsi who like spicy food Sports persons specially who
play cricket in Pakistan andIndia
Party conscious youngsters Students because mostly final
exams are held in summer there
9
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
10/25
Description and pictures for
Key audience
10
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
11/25
Description for oth arkets
Pepsi-Generation Next
Pepsi-Yeh hai Youngistan Meri Jaan(This is young era my dear)
Pepsi-Ye Dil Managy More (My heartwants more)
Something for everyone
Same Pakistani singer was used in both
countries in ads to promote Pepsi in mature or confused diabetic
patients or obese people.http://www.youtube.com/watch?v=dSpoba3-YRw
11
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
12/25
Market PositioningofPepsi
Positioning is the process of creating, the
image the product holds in the mind of
consumers, relating to competing products.
12
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
13/25
Cont..
In India & Pakistan
Coca cola and pepsi both make soft drinks, Coca cola
may try to compete but they will still be seen as dowmarket from pepsi.
Pepsi has been positioned based on the process of
positioning by direct comparison and have positionedtheir products to benefit their target markets.
Pepsi has positioned itself in these markets very well
13
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
14/25
BuyingBehaviourofKey
udiance People love to drink it because Pepsi is not expensive as compared
to energy drinks and other juices and mineral water products.
Sometimes rumors about purity of water or for muslims when itwas said that PEPSI means Pay Each Peny To Save Israel peopleavoid to drink Pepsi in Pakistan and India.
Impressive campaigns which includes top movie stars andcricketers from both countries influence customers to enjoy Pepsimore.
Before Eids or other festivals People expect low prices and try tostock it at home.
14
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
15/25
Life Cycle Representation of
product in bot countries
The standard product life cycle tendsto have five phases.
1. Development
2. Introduction
3. Growth4. Maturity
5. Decline
Pepsi is currently in the maturitystage , which is evidence primarilyby the fact that they have a large,
loyal group of stable costumers inIndia as well as Pakistan.
Introduction of different versions ofPepsi enable it to have stronghold inthese markets.
15
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
16/25
Communication techniques
andMedia
Special sponsered Cricket Tournaments between two oldrivals (India and Pakistan)
TV advertisment including cricket and Bollywood cricketstars
Musical Concerts
New entertaining games between youngsters in Universitiesand Colleges
Surprise Prize competitions e.g In Pakistan in campagin
Mercedes Benz was Prize given in the end to winner througha lucky draw.
Billboards, Radio ads and charity programes
16
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
17/25
MarketingCampaign
Pepsi should held and fully sponser a Cricket tournamentbetween India and Pakistan, about which a Common TV adshould play in both countries to make awareness and specialCricket match tickets and a short meeting with players shouldoffer as prize (through a lucky draw) for those people who willdrink Pepsi before tournament.
It is the best time for this kind of campaign because foriegnrelations between two are not good at the moment, so it will beinteresting competition as well as a successful campaign also.
http://www.youtube.com/watch?v=0lIkRAcJkVg
http://www.youtube.com/watch?v=d8r7LlwyPY817
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
18/25
Aesthetics
People who think coke has more current, like
Pepsi more to enjoy it more as a soft drink.
Beside eating spicy food its delicious to drinkPepsi.
Some people like it due to less corbonated as
compare to Coke.
Packaging is considered good and regular
Pepsi in India easily available for cents 10.
18
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
19/25
19
Logo
By the time Pepsi has changed its Logo attractively.
Packaging
Interesting new and satisfactory packaging for separate
products make it more influencing product for new and oldcustomers.
LogoandPackaging
19
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
20/25
Promotion To promote pepsi we need to influence
the youngesters of both countriesthrough sponsoring cricket.
We will produce pamphlets/brochuresin which we would like to have one topcricketer from each country having
regular pepsi bottels in their hands. Slogan will be Cricket ke rang pepsi
ke sang means joys of cricket throughpepsi.
These brochures will be distributedamongst youngsters in Universities,Colleges, Cold corners, Public places,cinemas etc.
http://www.youtube.com/watch?v=Ly8PdCRCtLE
http://www.youtube.com/watch?v=X-p4lc0SB_0
20
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
21/25
MessageDelivery
Urdu,English and Hindi languages will be used
in all promotional techniques.
Simple, entertaining and enthusiastic type of TVads will be played on most watched TV
channels.
Vulgarity or short clothes will be avoided to not
have muslim criticism but in India.
21
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
22/25
Cont....
Emotional gestures can be used in all catagoriesof promotions.
But meaning of the promotions will not be
complicated.
Business, family, female, men, young, old and
children all can be used in ads to convey the
message.
Music can also be used to promote pepsi throughmusical concerts before tournament,.,-,.-.,-,
22
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
23/25
Example ofPromotional
Broch
ur
23
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
24/25
Restrictions formarketing
In Pakistan:
We can not make vulgar/sexy ads.
Pepsi can not be promoted
through any medium in any way
to use with alcohol or wine etc.
Words which may mean
differently or give harsh tune will
be avoided
24
-
8/9/2019 Pepsi in india and pakistan(Navaraj Karki)
25/25
25