INDERPREET SINGH AAKASH SAINIGAURAV SETIAASWINI GARG

DINESH THAKURNAVEEN

Promotional Opportunity Analysis of PEPSI

Made by : NIMBLE

PRODUCT PORTFOLIO

Major CompetitorsProduct Category PEPSi Coca-Cola

COLA Pepsi Coca-cola, Thums up

DIET COLA Diet Pepsi, Pepsi MAX Diet Coke

CLOUDY LIME Mirinda Lemon Limca

ORANGE Mirinda Fanta

CLEAR LIME Dew, 7up Sprite

ENERGY DRINK --- Burn, Monster

SPORTS DRINK Gatorade ----

Competitors In Non Carbonated Segment

Company Brand Variants

Pepsi Tropicana Orange, Nature Sweet, Apple, Grapes, Guava, Mixed fruit etc.

Slice Mango

7up Nimbooz

Coca-cola Minute-Maid Pulpy, Nimbu Fresh.

Mazza Mango, Milky mazza delite.

Parle Agro Frooti Mango,Pineapple

Appy Appy, Appy Fizz

Dabur Real Orange, Litchi,Tomato, Apple, Grapes, Guava, Mixed fruit etc.

Real Active Apple, Orange

Market Share

FANTA MIRINDA0%2%4%6%8%

10%12%

11%9%

ORANGE

LIMCA MIRINDA LEMON

0.00%

5.00%

10.00%

15.00% 10.90%

0.90%

CLOUDY LIME

SPRITE 7 UP MOUNTAIN DEW

0.00%5.00%

10.00%15.00%20.00% 15.30%

8.90%3.50%

CLEAR LIME

13%

38%21%

27% FROOTI

COKE

PEPSI

OTHERS

MARKET SHARE OF FRUIT DRINKS

Source ac nielson JAN-MAR 2009

CCI Communication StrategiesLocalization in communication to target rural market Establish connect between Coke and enjoying life.

Life ho toh Aisi !! Coca Cola Enjoy

Try to impress upon consumer mind by targeting ego !Yaaran da Tashan !

Advertising for all brand packs done in a balanced manner.

Intensive use of Celebrities for both on-air and off-air Campaigns.

Trying to position coke as a generic term for carbonated beverage.Thanda matlab coca cola !!

Market Comm. Mediums of COKE

Promotional activities.Celebrity endorsements and brand

ambassadors.Advertisements.Hoardings

Opportunities

Nimbu pani markret.

Ignored Customers : Middle Aged & Kids.

Rural Markets are still to be explored.

Water Shortage and Health Awareness Driving Bottled Water Consumption in India.

Customers

Potential customers:• Targeting athletes with Gatorade.• Target Thums up customers with the new

launch of pepsi MAX.• Special Outlets.

Product Positioning

Positioning statement.Pepsi has always been brand that embodies the most prevalent youth

sentiment. Over the years as ‘youth’ has evolved, so have Pepsi’s positioning and

language.

Positioning strategiesPepsi Ad - Beckham - Juventinus [www.keepvid.com].mp4Coca Cola AD [www.keepvid.com].mp4How do you guys see these commercials? Mostly, all Pepsi commercials tend to use celebrities,

and have very less emotional appeal. They're just selling their product, and the main focus is on the product.

vis a vis Coca-Cola keeps the same strategy from the beginning:

we are a traditional brand, people know us and know the quality of our product. Also, for being such a solid brand, they keep positioning themselves as an emotional brand. It sells tradition, warm feelings, brotherhood and happiness

Communication Objectives PEPSI

Separate brand identity for each products. Extensive reminder advertising for repeat

purchase. Use of Teaser Adv. (Sanjay Dutt & Ranbir

Kapoor) to supress ‘NOISE’. Mention the Nutritional Value of product to

increase consumer awareness and build responsible brand (image).

‘SIS’ to assit/boost impulse buying : Tropicana followed this strategy quite succesfully.

Consumer Schemes to induce repeat purchase.

Consumer SegmentationGenerations

Pepsi products

Generation y (18-24)Pepsi, Dew, 7 up, Slice, Nimbooz, Mirinda, Mirinda Lemon.

Generation X (25-34)Diet Pepsi, Tropicana, Tropicana100 %, Pepsi Max, Nimbooz.

Young boomers (35-44)

Diet Pepsi, Tropicana, Tropicana100 %,Pepsi Max, Nimbooz .

Older Boomers(45-54)

Tropicana, Tropicana100 %, Nimbooz.

Empty Nesters (55-64)

Tropicana, Tropicana100 %,

Seniors (65 +)

Tropicana, Tropicana100 %.

Contd…

Psychographic segmentation Mirinda : Girls Savy drink Dew : For the people who dare My Can : for the trendy Pepsi : for ‘Youngistan’. Tropicana : heatlth conscious people.

Benefit and Usage segmentation.

Internal Communication

HAR STREET KO

JEET………!!!!!!!!!!Internal communication campaign to motivate the

employees to achieve common goal of the company.