Marketing Communication Programs of

Pepsi & Nespray

Name Registration Number

K.K.D.A.B.Weerakoon BM11775270

H.J.B.U.Jagoda BM11779308

c.Perera BM11

Madushan BM11

Yugandari BM11

Nespray Pepsi

Nespray Milk Powder is coming under Nestlé brand

which is established its presence in Sri Lanka.

Nespray is manufactured using high quality fresh milk by

turning it into powder form through a process known as

Spray Drying.

Through its effective marketing and a vast sales and

distribution network thought out the country, it ensures

that its products are made available to consumers

whenever, wherever and however.

PepsiCo was formed in 1965 with the merger of the Pepsi-

Cola Company and Frito-Lay, Inc.

Headquartered in Purchase, New York, United States, with

interests in the manufacturing, marketing and distribution

of grain-based snack foods, beverages, and other products.

Pepsi & Sri Lanka

Address - 11100

Short Description - Change the Game

Long Description - Pepsi cola PepsiCo Ole Marketing

Ole Spring Bottlers Varun Beverage’s Lanka

Introduction

Target

Segments

Evaluation

Parameters

Age Whole family

All ages

Gender Both female and males.

Life style Active life style.

Family Dependent on their family

Occupation Children and family oriented

people.

Nature Nutritious.

Social Economic

States

Upper lower and lower class.

NESPRAY

Target

Segments

Evaluation Parameters

Age The audience of Pepsi is teenage &

younger generation.

 

Gender Both female and males.

Life style Every life style( ex;- relax, busy)

Occupation Students and family oriented people.

Social Economic

states

Middle upper, upper, lower classes

PEPSI

Target Group Evaluation

PRODUCT PRICE Nespray Pepsi Nespray Pepsi

• Nestle Nespray

• Features/ Benefits:

• Higher Interest

• Natural nutrition for brain

development

• Brands include 7UP and Pepsi.

• These brands are then sold to

authorized bottlers,

independent distributors and

retailers.

Price range from 280 rupees • Pepsi Company set price for products based on the value received of customers.

PLACE PROMOTION

Nespray Pepsi Nespray Pepsi

• Nespray milk can be purchase in any sales outlet, supermarket chain…….etc.

• Pepsi’s products are

distributed to fast food

chains such as KFC, Pizza

Hut and MC.

Incentives & Discounts

•Ramadan offers

New year offers

•Buy one get one free

• Pepsi is known for launching their new promotions during Super Bowl commercials (IPL).

• Pepsi ads were advertising the downloading of music legally, by using a teenager

Marketing Mix

Communication Objectives

Informative Objectives

Increase awareness :

By introduce school milk stalls

Nestle send postcards to their home and

office persons in the category of retailers

and whole sellers.

Nestle is also advertising on scroll works

Build company image :

By including Nestle logo.

Informative Objectives

Icrease awareness:

Sustain social medias to create awareness with younger generation.

Use media advertising.Organizing sport campaigns for both internal and external parties.

Build company image:

Always show up the Company logo

their advertising and CSR activates.

Providing information regarding the

size of the organization.

NESPRAY

PEPSI

Persuasion Objectives

Change consumers’ attitudes of product

attributes:

• Maintain good positioning them like

“Pepsi is the world’s leading beverage,

health and wellness company.”

Influence consumers buying decision:

• Delivering a promise of “taste that you

never taste”

• Implement processers using customer feed

backs.

• Use celebrities to change consumer mind.

• Offering seasonal gift for consumers.

• Conducting CSR activities.

Communication objectives

Persuasion Objectives

Change customers’ perception of product

attributes:

• By including nutrition ingredients and

benefits.

Influence buying decision :

• By introduce Nestle' scholarship awards.

• By including taglines that describe how milk

can influence healthy life.

• By offering seasonal gifts for children.

NESPRAY

PEPSI

Reminder Objectives

Remind customers that product may be

needed and maintain customer

awareness:

• Online advertising and

billboards advertising.

• Use TV and radio advertising

with famous celebrities.

• Sponsoring youth activities and

sports.

• Use social media as marketing

tool.

Reminder

Objectives

Remind customers that product may be

needed :

• By distribute leaflets to their target

customers.

• By using TV / radio advertising.

• By sponsoring children's events in

schools and pre schools.

Maintain customer awareness :

• Nestle has pasted their skins on many

private own city buses,

• Hanthanee Hills draw

Communication Objectives NESPRAY

PEPSI

IMC Tools for NESPRAY

Advertising – TV Commercials, Radio, Press, Social Media, Web banner

Public Relations – Press Release, Sponsorships, Press Conferences, Leaflets/Posters, Banners.

Direct Marketing & Sales Promotion - Price Reduction Promotion, Extra Value

Ex : Hanthanee Hills Below the line

Direct mail  - Postcards, Leaflets/Flyers, Folders/ Brochures Outdoor - Billboards, MMT, Vinly Sheets Transit – Bus, Taxi, Bus Stops  Supplementary material 

IMC Tools for PEPSI Direct & Indirect Marketing Sales Promotion Public Relations Personal Selling Appeal and Execution Style – Natural Colors, Information Appeal

New IMC Campaign – Pepsi National wide product launch To raise brand awareness and loyalty among organic consumers.

Communication Process

SENDER MESSAGE RECIEVER

encoding

Channel MESSAGE

decodingBarriersor

Noise

FEEDBACK RESPONSE

Comparative Analysis on IMC programs of Pepsi & NesprayBases or Criteria

• Product

• Target Group

• Segmentation Bases

• Communication Tools

• Communication Channel

PEPSI

• Pepsi

• teenage & younger generation ,every life style

• Demographic- teenage & youngers,

• Geographic- urban, suburban

• Advertising heavy on e medias (e.g.;- Facebook, twitter)

• extra value (added value) for sales promotioning

• non- personal broad cast media and print media heavily used

NESPRAY

• Nespray

• whole family(all ages) people with active life style & nutrition focused

• Demographic - all ages(family),250g

& 400g milk packs for lower

incomers + middle incomers,

specially target

females(housewives)care about

nutrition.

• Geographic - urban, suburban &

rural areas• advertising heavy on traditional

broad cast medias(e.g:- television, radio)

• price promotions for sales promotioning

• non- personal broad cast media and print media heavily used

Bases or criteria

• Factors affect on selecting promotional mix

• Creative Strategy

• Communication Process

Pepsi

• Time• Budget available• Availability of media• Target market characteristics• Type of purchase decisions• Push strategy

• Concentrated segmentation strategy• Pepsi targets the New Generation specifically• Current campaigns use of effective techniques• By targeting 12 to 21 year olds, Pepsi is attempting to establish a

loyal; Pepsi drinker for life and the largest group of soft drink consumer.

• Source-pepsi(the company)• Encoding-focus on the youngster who looks

so fresh after having the pepsi drinking habit.• Message - " change the game"• Channel - broadcast channels• Receiver - Youngsters & teenages• Noise - power brake down,loosing signals• Decoding - fresh,energertic• Response - positive or negative

Nespray

• Cost • Quality• Target market factors• Competitor analysis• Type of purchase decisions• Push & Pull strategy

• Penetration strategy supported by product differentiation.

• Source - Nestle ( Nespray)• Encoding -The Milk they are providing is so pure that it led you live a

long healthy life because it provides you the real energy and calcium’s.• Nestle is the one who helps children to grow have purest form of energy

and all the calcium, vitamin, phosphorus which are the basic requirement for growing children.

• Message -“Good foods good life”• Channel--printed medias(Billboards)broad cast medias• Reciever - Mass Market is targeted as everyone milk in daily life in

different needs. • Noise - traffic signals, all noises on broadcast media• Decoding -Natural Beauty,Healthy & Attractive Skin• Response -buy Nestlé’s Milk because its purest form of milk

Comparative analysis on IMC programs of Pepsi & Nespray

Comparative analysis on IMC programs of Pepsi & Nespray

OVERVIEW OF COMPARATIVE ANALYSIS

Similarities Both companies are advertising on print media.

Doing TV commercials.

Conducting billboards advertising and paint on walls.

Creates banners and cut outs.

Personal selling.

Conducting sales promotions.

Use direct marketing.

Use social media as marketing tool.

VS

OVERVIEW OF COMPARATIVE ANALYSIS

DifferencesNespray advertise range of their products but Pepsi advertise only cola product.

Comparing with Nespray, Pepsi has large target market (consumer group) to communicate

than the Nespray.

Pepsi conduct more promotional activities to build their brand images as well as promote the

drink among people while Nespray does less promotions.

THANK YOU !