re branding of pepsi
DESCRIPTION
Re brandingTRANSCRIPT
North South UniversitySchool of Business
Prepared For
Mkt 465
Prepared by
Niaz
Table of Content
01Company Overview 06
Historical Background 07
02 PRODUCT INFORMATION 10
03 Internal Situation Analysis 14
04 External Situation AnalysisDemographicMarket SegmentationMarget PositioningTarget MarketCompetitorsMarketing Mix
18
05 SWOT Analysis 26
06 Developing Imc 27
Communication Objective 27
Budget
27Marketing Media 31
Sample Logo 34
Sample Advertisement 34
Evaluation & Monitoring 35
07 Conclusion 36
08 Reference 37
Rebranding Pepsi as Pepsi Max in Bangladesh
Letter of Transmittal
December 17, 2010
ToSammy Ahmed,Lecturer, North South UniversityBashundhara, Residential Area, Dhaka.
Dear Sir,
Subject: Submission of project paper
Here is the project paper titled: “REBRANDING PEPSI AS PEPSI MAX in
BANGLADESH” as a part of our course MKT 465. We like to thank you to assign us
this project paper through which we got an opportunity to get idea how to rebrand a
product in a country & how to advertise it.
We hereby like to request you to accept our paper.
Sincerely,
Saimum Imtiaz
ID: 072421030
Sec:
Acknowledgement
First of all, we reward to almighty Allah, who has provided us the brilliant
opportunity to build and complete this term paper successfully.
We would like to express our feelings and great affection with our heartiest
appreciation to the most respectable and honorable course instructor Mr. Sammy
Ahmed for his kind co-operation.
We would like to thank our senior brothers and friends who have helped us by
giving valuable advices and experience.
We would also like to thank to lab administrator for providing guideline and information.
Last of all, we would like to thank the honorable authors of the book
“Advertising, Principal and Practice” William Wells, Sandra Moriarty, and John
Burnett because we have taken a lot of information from their book and also thank
to Pepsi Co. Bangladesh to provide us important information.
Executive SummaryThis executive summary relates to project of a Rebranding new product. We decide to
Rebrand Pepsi Max in Bangladeshi market. Pepsi Max is a product of PepsiCo. Pepsi
Max (known as Diet Pepsi Max until early 2009), is a zero-calorie, sugar-free,
carbohydrate-free, ginseng-infused cola. It has nearly twice the caffeine of Pepsi's other
cola beverages. Here we try to find out and analyze the proper way to launch a new
product to the consumers.
We have started this project with a background of PepsiCo. We talk about the history of
PepsiCo, their mission and operations. We also included a company profile here.
Then we come out with a background of our product Pepsi Max.Then we discuss about
the functions of Pepsi Max. We also find out our product substitutes.
Next we try to analyze the internal situations. This part includes PepsiCo’s product line
and its production capability. PepsiCo uses BBDO ad agency for all their advertisement.
BBDO is a renowned ad agency, located in gulshan. Here we discuss about advantage
and disadvantage of maintaining the program using agency.
Later we do the external situation analysis. Here we talk about the demographics
influencing, factors which influence consumers, market segment and competitors of Pepsi
Max. Then we do the SWOT analysis of Pepsi Max.
In the last past part of our project we develop the IMC for Pepsi Max. First we find out
the communication objective of Pepsi Max. Then we talk about media mix of our
product. Then we make the total budget of our advertisement and other way to promote
our product. And lastly we make an evaluation of overall IMC.
We have given our best effort to make this project perfect. But it was really difficult to
find out all the information due to our limitations. We can’t deny that everything we have
analyzed won’t work properly.
We will use celebrities in our promotional campaign or commercial ads. Young guys are
always like to follow their role models. We will use local celebrities for our commercial
ads and campaign. We see that Pepsi is already using our local celebrities like Shakib Al
hasan and Ashraful. Before that they used some rock stars for their commercial ads. So
we will follow this trend. Then the people, especially young generation will be attracted
by our Pepsi Max more.
1. Background of the Company:
Company Profile
PepsiCo, Inc. is one of the world's top consumer product companies with many of the
world's most important and valuable trademarks. The drink is the invention of Caleb
Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina.
Pepsi-Cola Company division is one of the largest soft drink businesses in the world,
with a 21 percent share of the carbonated soft drink market worldwide. PepsiCo's product
portfolio includes 16 brands that generate more than $500 million in sales each year.
Overall, People in more than 195 countries enjoy Pepsi. About 685 million servings are
consumed almost all over the world everyday. Pepsi was first bottled in1903.
One of the Pepsi’s renowned product is Pepsi MAX (known as Diet Pepsi Max).Pepsi
max is a sugar less carbonated drinks which has maximum taste and zero calorie. Diet
Pepsi Max was introduced in the United States on June 1, 2007 and in Canada in March,
2008. "Diet" was dropped from the name in early 2009.
Company History
PepsiCo, Inc. is one of the world's top consumer product companies with many of the
world's most important and valuable trademarks. People in more than 195 countries enjoy
Pepsi. About 685 million servings are consumed almost all over the world everyday. Its
Pepsi-Cola Company division is the second largest soft drink business in the world, with
a 21 percent share of the carbonated soft drink market worldwide and 29 percent in the
United States. Three of its brands--Pepsi-Cola, Mountain Dew, and Diet Pepsi(Pepsi
Max) among the top ten soft drinks in the U.S. market.In the United States, PepsiCo, Inc.
was also a mammoth multinational supplier of juices, and snack food. Its advance to that
level was almost entirely the result of its management style and the phenomenal success
of its television advertising.
Mission
PepsiCo’s mission is to be the world's premier consumer products. The company focused
on providing convenient foods and beverages all the time. It seeks to produce financial
rewards to investors as it provides opportunities for growth and enrichment to its
employees, its business partners and the communities in which the company operates. In
everything PepsiCo does, it also strives for honesty, fairness and integrity. The
company’s mission statement is "We have absolute clarity about what we do ‘WE SELL
HIGH QUALITY FOOD AND BEVERAGE PRODUCTS.’ Our success will ensure:
customers will build their business, employees build their futures, and shareholders build
their wealth."
Operations
PepsiCo began its international snack food operations in 1966. Today, with operations in
more than 40 countries, it is the leading multinational snack chip company, accounting
for more than one quarter of international retail snack chip sales. Products are available in
some 120 countries. Frito-Lay North America includes Canada and the United States.
Major Frito-Lay International markets include Australia, Brazil, Mexico, the Netherlands,
South Africa, the United Kingdom and Spain. Outside the United States, PepsiCo’s
Pepsi-Cola soft drink operations include the business of Seven-Up International. Pepsi-
Cola beverages are available in about 160 countries and territories.
Pepsi-Cola began selling its products internationally in 1934 with its operations in
Canada. Operations grew rapidly beginning in the 1950s. In addition to brands marketed
in the United States, major products include Miranda and Pepsi Max. Pepsi-Cola
provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and
food service customers. This includes some of the world's best-loved and most-
recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands
young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers.
The company also provides fountain beverage products.
In 1957 the name of the company was changed to Tropicana Products, headquartered in
Bradenton, Florida. The company went public in 1957, was purchased by Beatrice Foods
Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to The Seagram
Company Ltd. in 1988. Seagram purchased the Dole global juice business in 1995.
PepsiCo acquired Tropicana, including the Dole juice business, in August 1998.
BACKGROUND OF THE PRODUCT-PEPSI MAX
Description of Pepsi Max
One of the Pepsi’s renowned flavor is Pepsi Max (known as
Diet Pepsi Max).Pepsi max is a sugar less. Carbonated
drinks which have maximum taste and zero calorie. It is a
zero-calorie, sugar-free, carbohydrate-free, ginseng-infused
cola, marketed by PepsiCo. It has nearly twice the caffeine
of Pepsi's other cola beverages. Pepsi Max also has two
great flavor extensions – Max Twist-the subtle taste of real
lime juice, and Max Cino, blended a unique cappuccino hit
with every sip. Pepsi Max's current slogan is "Your World
Gone Max". Diet Pepsi Max was introduced in the United States on June 1, 2007 and in
Canada in March, 2008. Pepsi Max debuted in the United Kingdom and Italy in April
1993. The rollout was expanded to Ireland the following September, and to France, the
Netherlands and Australia the following December. By the end of 1994, Pepsi Max was
sold in approximately twenty countries. By the end of 1995, that figure had more than
doubled.” Diet" was dropped from the name in early 2009.
In Bangladesh, only PEPSI COLA is available. No diet cola of Pepsi is existing here
recently. Launching of PEPSI MAX in Bangladesh will be a good marketing decision
where people are getting health conscious day by day.
Product Composition Dimensions
PRODUCT BREADTH PRODUCT DEPTH
Pepsi Max PET bottle: 1000ml, 1.5L
Can: 350 ml
Product Characteristics
Consumer Involvement (time and effort) Quite low
Need for satisfaction
Price and quality comparison
Usually immediately (sometimes per-
plan purchased) Absent, since all
Transcom products are uniformly priced
and quality is centrally controlled.
Price Moderate (compared to other drinks like
fruit juices)
Frequency Normally frequent (consumers buy it
according to their desire)
Length of Channel Quite long (products are not directly
supplied to consumers any more, rather
they are supplied through middlemen)
Function of Pepsi Max
Nutrition Info
PER SERVING8 fl oz %DV
Calories 0 -Total Fat (g) 0 0Sodium (mg) 25 1Total Crabs (g)
0 0
Sugars (g) 0 -Protein (g) - -
Not a significant source of other nutrients.*Percent Daily Values (DV) are based on a 2,000 calorie diet.
PER SERVING
Typical values per 100ml
Energy (kcal) 0.3
Energy (kJ) 1.3
Protein 0.1
Carbohydrate 0
of which sugars 0
Fat 0
of which saturates 0
Fiber 0
Sodium trace
8 fl ozCaffeine (mg) 46
Potassium (mg) 25Phosphorous (mg) 36Acesulfame Potassium (mg) 21Aspartame (mg) 82Sucralose (mg) 0
Highest percentage of Aspartame that is 82 %. It is a kind of saccharine. It is a
substitute of sugar but it doesn’t contain excess amount of calorie like sugar
which is harmful for diabetic, hig blood pressure patient. So, it is useful to
maintain a healthy life.
It has also a significant percentage of Caffeine that is 46% which is 5/10 times
higher than the energy drinks existing in Bangladesh. Caffeine raises the energy
and stamina to work. Thus PEPSI MAX competes with the energy drinks as well.
Substitutes
There are few companies in Bangladesh in beverage industry. The soft drinks market in
Bangladesh consists mainly of seven companies:
1. Abdul Monem Limited (Coca-Cola, Sprite, Fanta)
2. Agriculture Marketing Company Limited (Pran)
3. Akij Group (Mojo, Lemu, Frutika)
4. Global Beverage Limited (Virgin)
5. Globe Soft Drinks Limited (Uro Cola, Uro Lemon)
6. Partex Beverage Limited (RC Cola, Lychena)
7. Transcom Beverage (Pepsi, 7up, Mirinda)
Pressure from substitute products
The existence of close substitute products increases the propensity of customers to switch
to alternatives in response to price increases (high elasticity of demand). However, we
identified closest substitute of “Pepsi Max” is the energy drinks in market like Shark,
Black horse, Tiger etc.Compared with other common energy drinks, Pepsi Max gives the
consumer a relatively low dose of caffeine. However, other substitutes can be Sprite,
Fanta, 7up & Mirinda etc.
Factors affecting the pressure from substitute
products
Perceived level of product differentiation
Buyer propensity to substitute
Buyer knowledgeably of the substitutes
Eye Catchy TVC of substitutes
Reutilized product consumption
Buyer switching cost
Internal Situation Analysis
Firm’s product line: Firm’s product line is given below in a
form of a chart.
Pepsi ice cucumber main soft drink
Pepsi regular pepsi raw
Pepsi diet mountain dew
Pepsi max Pepsi products
Some pictures of Pepsi products
Chart : Product Line of PEPSICO.
Past Success and Failure
SUCCESS
PepsiCo has a very successful company. It has lots of past successes. This company
didn’t arrive on the scene until 1898, which makes it a “newcomer,” but the company has
prospered for 111 years and has survived a recession. Pepsi run by astute management
teams that perpetuate the great successes of the past and innovate and expand to ensure
that their companies will be around for many more years. PepsiCo (PEP), incorporated in
1919, is a global leader in the soft drink and snack food industries. PepsiCo’s popular
brands include Pepsi, Frito-Lay, Gatorade, and Quaker Foods (acquired in 2001). PEP
derives 65% of total sales from North America, while 35% comes from the rest of the
world. The company is beating its competition by expanding in international markets and
focusing on health and wellness beverages and foods.
Pepsi management has created faster growth by reacting more quickly to new growth
trends in the industry. Bottled water (Aquafina), fruit juices (Tropicana and Naked
Juice), and nutritious snacks (Quaker oatmeal and granola bars) are growing noticeably
faster than traditional carbonated soft drinks and conventional snack foods.
Failure
Pepsi Company has some past brand failures. For instance, in 1992, after months of tests
and experiments the company produced a new and clear formula and decided to call it
Crystal Pepsi. It was a clear cola. They also produced a diet version – Diet Crystal Pepsi.
The company thought that people will like it because of its new taste. But the product’s
taste was not good and nobody liked that. Another failure of the company was lounging
the brand named Blue Pepsi. In 1994 company produced it but the deep blue color and
the taste of that product was not accepted to the consumers.
For those reason after some periods, Pepsi Company halted the production of those
products.
External Situation Analysis
1. Demographic
Under this segmentation come social and economic factors that influence the buying
behavior of the customers. It is the statistical representation of the social and
economic characteristics of people like age, sex, income, occupation etc. now if we
look at the factors that included in the demography we will find our target customers
in those sub segmentations. Like
Age: here from age 12 to 50 is our main target audience. The exclusive
target age group is age 10 to 25, the student segment.
Sex: Our target customers include both male and female.
Occupation: Mainly the students and fresh employees just entered
into their job.
Income: Minimum monthly income range is Tk 5,000.
2. Buying patterns of customers
There are two types of buyer power. The first is related to the customer’s price
sensitivity. If each brand of a product is similar to all the others, then the buyer will base
the purchase decision mainly on price. However, Pepsi Twist has charge the same
amount of price that the competitor offers. So, we can say that the Pepsi Twist is not
price sensitive. The other type of buyer power relates to negotiating power. Larger buyers
have more leverage with the firm, and can negotiate lower prices. However as an FMCG
the buyers do not tend to negotiate with the Pepsi Twist.
Factors influencing their buying decision:1. No calorie2. Attractive ads3. Lots of information about product4. Brand image of Pepsi5. Moderate Price6. Availability
Market Segmentation
As we know that PepsiCo provides varieties of beverages such as carbonated soft drinks, sport drinks, dairy-based drinks, energy drinks, fruit flavored beverages, ready-to-drink coffees, ready-to-drink tea, mineral water and frozen beverage. These products are marketed under brand as Pepsi, Mountain Dew, Gatorade, Lipton, Starbucks, Tropicana, and so on. With these products, PepsiCo aims to attract different groups of consumers.There are two levels in which Pepsi segments its market:
Demographic
Niche marketing
Niche Marketing
Pepsi focused n varietals differentiation since 1990 by introducing a string of niche products. To increase volume in order to counter flat coca sales, Pepsi introduced Sierra Mist in2002-2003 to take the place of 7-up and go head-to-head with Sprite. Pepsi has also tried to boost volume by introducing products that appeal to specific target markets
that it currently is not reaching. Pepsi has introduced Code Red and Live Wire, extensions of Mountain Dew, Pepsi One, and Pepsi Blue. Pepsi Max is one of them
Demographic
In focusing on the Pepsi-Cola beverage product, PepsiCo has retained a long history of concentrating on youth as its main target market – “Generation Next!” It has spent billions of dollars in trying to woo the young and nearly young, implying that Coca-Cola is for the older generation. The reason why Pepsi-Cola has fiercely targeted this market is because it is the largest amongst its users. Market segment profiles have shown that the majority of carbonated beverage drinkers are youth and middle age people. Also, Pepsi continually targets the college market in which they spend huge amount of money to compete with Coca Cola in
Bases of Segmentation:
Segmentation Variables DataDemographicAge 14-30+Gender Male, FemaleFamily Size 1-2, 3-4, 5+Family life cycle Married, UnmarriedPsychographicSocial class Middle Class, Upper ClassLifestyle Actualizes, Fulfilled, Believers, Achievers,
Strivers, Experience’s makers and Strugglers
BehavioralOccasions Parties, Birthdays, Sports and Regular
OccasionsBenefits Quality, TasteUser Status First time userLoyalty Status StrongReadiness Stage Aware, Interested
Positioning Strategy
Pepsi Max plans to further create positions that will give products the greatest advantage in their target markets. Pepsi Max will be positioned based on the process of positioning by direct comparison and by products to benefit their target market. Campaigning of the product will make the conviction in consumer’s mind that PEPSI MAX contains maximum taste and minimum fat. Advertisement, promotional management, sampling will be able to grab a particular position in consumer’s mind. We hope people will switch to dies brand product from local energy drinks as it will be positioned successfully in market.
Positioning strategies:
“Maximum taste, no sugar” and “live life to Max”.
Giving information about the product: we will give the highest level of information about our product to consumers. They will know more about our product and they will buy more
Available in everywhere: we will make our product available in everywhere. I mean people will find our product in their nearest retail shops.
Informative and attractive ads: Our commercial ads will be both informative and attractive. Only attractive ads won’t work. When people will get more information they will be more curious for our product.
Campaign: We will do campaign to interact with customers directly. This will affect our customers.
Sponsorship: We will sponsor concerts, sports events. These types of activity bring more popularity.
Pepsi Max- Target Market
Presently Pepsi Twist is targeting the mass. It means that they have comparatively same
advertisement and selling strategy for each segment and each different age group. But
here our main focus will be the young generation and for them we are developing our
advertising plan and strategy.
Here one thing is to be noted here that, under the Pepsi Twist Company we have another
two different kinds of beverages and they are Sprite and Fanta. So our main advertising
for Pepsi Twist will be in a way that it should also simultaneously bear the messages for
those two beverages.
One thing cannot also be ignored. That is we need to consider the retailers perspective for
planning our advertisement. Because if they don’t put the product Pepsi Twist in their
shelves, it is obvious that our target customer will not find it when they required and they
will be dissatisfied towards this brand. So our advertisement will also convey the
messages to the retailers.
Current Target Market
Pepsi expanded its target audience from the adult to all family members who required
cheer and joy. Pepsi was a great taste to be enjoyed by everyone.
The teenagers remain a key target audience for Pepsi's marketing, despite increasing
public concern at the health impacts of sweets and fizzy drinks on young people.
Although Pepsi claims that it practices strong self -regulation and does not target children
under 12 in its advertising. The company has billions of vending machines in schools,
which proves it has a heavy impact and influence on the children who derives pleasure in
consuming the product. Pepsi Twist sale~ representatives have distributed training packs
at schools called 'Education Thirst', providing facts on how children can get enough
fluids, control their weight and maintain dental health. Such actions by the company
prove its main focus on the target audience which is the children although the company
intends to sell its products to consumers of all ages.
Competitors
Competitors of PEPSI MAX
Competition within beverage industry can be weak, or it can be strong. If there are too
many competitions are present in the market then the situation will be intense and if there
are few competitors present in market then competitions will be low. Main competitors
are-Diet coca cola ,Diet RC,Virgin n the energy drinks like-Shark,Tiger,Black Horse etc.
Factors affecting the competition
1. Product Differentiation
“Pepsi Max” has differentiated their product according to consumer preferences. They
have different bottle size available for different group of consumers. Currently they are
offering 4 types pack size to meet the customers demand.
2. Number of competitors
Only Coke, RC cola and Virgin provide sugarless beverage. But sugar free PEPSI is not
currently in the market. The competition between these three companies won’t be that
strong because PEPSI posses a higher brand value then RC cola and Virgin.So, launching
of PEPSI MAX will be successful.
3. Advertising Expense
Since, this product is totally new in market the massive advertise is needed to grab the 1st
attention of the audience. Marketing strategy will determine the advertisement policy and
budget.
4. Exit barriers
There are almost no exit barriers in this industry. However, this industry requires a huge sum of investment which can be a barrier for a firm to cope up the exit cost and shrink the brand image associating with the product.
MARKETING MIX- 4P
Marketing Mix of Pepsi
PepsiCo is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries through four P’s of the Marketing Mix which are following.
1. Product
2. Promotion
3. Place
4. Price
1.Product
Pepsi Max is a sugar less,calorie free drink which servers the energy drinks purpose as well.This product will be available in three shapes in market.The product wil be available in shop,grocery shops and every convinient place.
2.Promotion
PepsiCo has advertised its products through many different ways and media. Through TV, we have seen different advertisements of its products such as Pepsi or Dew. PepsiCo also advertise its products by targeting those favorable television programs, like sports, TV series etc. Through newspapers like Jung and Dawn, PepsiCo has advertised a wide range of products it offers to its customers. The usage of Posters is also used to create awareness of the products that PepsiCo offers.
3.Place
Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Some of its supply source capabilities are:
Less breakdowns
High quality
Flexible supply capacity
Mature production process
Venues where Pepsi is sold off-site consumption include grocery stores, convenience stores and vending machines. However, Pepsi Max will be most effective in grocery stores This is contrary to the fountain station channel, when Pepsi has less than half the market share.
4. Price
Pepsi being a company that emphasizes on product quality tends to sell its products with price range from moderately low to high prices, depending on the use and the targeted customers.
Sample List of PricePepsi Max PriceCan ( 250 ml) 30tkPet bottle (500 ml) 25tkLarge bottle ( 2L) 80tk
SWOT ANALYSIS of ‘PEPSI TWIST’
STRENGTHS WEAKNESSES
Strong value proposition
Superior product performance
Better product life and durability
Regular consumer research
Excellent marketing channel
Prestigious Distinction and
Certification
Fully automated manufacturing process
Strong IT solutions and broader
communication system
Committed Management Level
Current shortage in production
No direct marketing
Limited Export
Limited budget for advertisements
No regular training program
OPPORTUNITIES THREATS
Develop market with existing products
Current Market leader
Higher Profit Margin
Greater Consumer Response
Extended export opportunity
New product development
Currently no threats
Invention of Disease causing bacteria
Strikes and political crimes
Environmental disaster
Frequently changing lifestyle
DEVELOPING IMC
Communication Objective:
Through various medium of advertising such as tv ads,posters, newspaper and events,
customers are aware of different range of PepsiCo products. PepsiCo also made used of
several celebrities such as Britney Spears to market its product. This create a perception
of young and cool image for the brand , which is easy for Pepsi Co’s target market-
teenagers and young adult, to identify.
We will use celebrities in our promotional campaign or commercial ads. Celebrities can
position the product in consumers mind. Young guys are always like to follow their role
models. We will use local celebrities for our commercial ads and campaign. We see that
Pepsi is already using our local celebrities like Shakib Al hasan and Ashraful. Before that
they used some rock stars for their commercial ads. So we will follow this trend. Then the
people, especially young generation will be attracted by our Pepsi Max more.
Budget
For launching Pepsi Twist in Bangladesh in markets while budgeting we have to consider
some specific things. The things are promotional cost, salary cost; rent cost, ingredients
cost, package cost, transport cost & other costs.
Fixed cost:
Promotion cost - TK 2, 37, 65,700
Salary cost – 39, 00,000
Rent – 24, 00,000
Variable cost:
Ingredient cost – 5tk per 250 ml
Package cost – 2tk per 250 ml
Transport cost – 1tk per 250 ml
Cost per 250ml bottle = fixed cost p + variable cost
= 6+5+2+1
= 14tk
Total cost = 2,37,65,700 + 39,00,000 + 24,00,000 + 3,00,00,000
= 6, 00, 65,700tk
Price charged for 250 ml = 15tk
Break even = 15*40, 04,380
= 6, 00, 65,700tk
So if the company can reach to sale 40, 04,380 bottles it could reach its break even.
Before going to budgeting and timing for the advertisement, we should take into
consideration, in which media we are placing our ads and what media cost how much.
We divide our advertising program into two stages, one is pre-launch of the Ad campaign
and the other is Actual Launch of the Ad Campaign. Before dividing our advertising
budget, we need to look on which are we are going to emphasize. We will place our ads
on:
Print Media: Prothom Alo, the Daily Star, Ittefaq, Jonokontho.
Electronic Media: NTV, ATN, Channel I, Channel 1, RTV, etc
Out of home Advertisement: Billboards, Transit Advertising,
Concerts, etc
Public Relations: Press Release, Newsletters.
Budgeting for the Print Media:
Newspaper Position No of Days Rate Cost
Prothom Alo 1st page, 10
inch 10 column
3 days a week
(12 days a
month)
Tk 6500 per
inch per
column/day
(approximate)
Tk 78000
The daily Star 3rd page, 6 inch
6 column
3 days a week
(12 days a
month)
Tk 4000 per
inch per
column/day
(approximate)
Tk 48000.
Jonokontho 3rd page, 4 inch
4column
3 days a week
(12 days a
Tk 4300 per
inch per
Tk 51600
Advertising Budget
Pre-launch of the Promotional campaign
Actual Launch of the Promotional Campaign
Print Media Electronic Media Out of home Advertisement
month) column/day
(approximate)
Total Print media cost per month: TK 177600
Advertising Budget for the Electronic Media:
Channel Time Slot Duration Rate Cost
NTV 7 pm to 10
pm
30 sec each
ad X 60 ads
per month
Tk 118 per
second(approximately)
Tk 212400
BTV 7.30 pm to
10pm.
30 sec each
ad X 40 ads
per month
TK 750 per second
(approximately)
Tk 900000
ATN Bangla 6.00 pm to
10 pm.
30 sec each
ad X 50 ads
per month
TK 200 per second
(approximately)
Tk 300000
Total Electronic media cost per month: Tk 1412400
Total Budget for one year:
Media Total Cost
Print Media TK 10,21,200
Electronic Media TK 88,27,500
Out of Home Advertisement TK 80,25,000
Others (Sales promotion, PR, Personal selling etc.) TK 58,92,000
Total cost for one year TK 2,37,65,700
Note: All these print and electronic rate figures are based on estimation.
MEDIA MIX
Media information
Print Media: Prothom Alo, the Daily Star, Ittefaq, Jonokontho.
Electronic Media: NTV, ATN, Channel I, Channel 1, RTV, etc
Out of home : Advertisement: Billboards, Transit Advertising,
Sponsorship: Concerts, Fair, Sports etc.
Current media plan: Current media plan: As this product is
totally new, there is a certain level of risk here.So, not to invest
in a massive advertising will be a great idea.Initially we will
use the print and electronic media for the promotional ativities
of the product.We might provide some free samples in
particular college or campus.This is our primary plan of media
mix.we will think something bigger later on.
Future Media plan: If the product get success in market we plan to move for a huge
media mix.we will use billboards,transit advertisemnt for out home promotion.we intend
to sponsor some concerts,fairs,cultural programmes etc.
Favorite TV Channel:
In overall data analyses, NTV secured the first position. From the survey report it is
found that the majority which is 40% ranked NTV as number 1, in second position is
BTV backed by second majority of people which is 25%, number 3 is ATN backed by
15%, channel I is in 4th position backed by 12%, RTV is in 5th position backed by 5% of
people while other TV channels like Channel 1, Baishakhi etc. are backed by only 3%
among TV channels.
Favorite newspaper:
To choice the favorite news paper, 66% people ranked Prothom Alo first. In case of
popularity, second position is secured by Daily Star, which is 17%. To 7% target
audience, Jonokontho is their favorite. 4% of people like Ittefaq most. Observer and New
Age secured the fifth position which is liked by 2% people. In sixth position are
Independent and Manobjomin together which is backed up by 1% target audience.
Sample Advertisement :
Sample LOGO :
Monitor and evaluation:
We will use agency for our commercial. PepsiCo uses BBDO for their commercial ads.
And this marketing part will run separately by marketing people. We will have a
marketing manager for all marketing activities. And this marketing team will make the
budget for product promotion and the way of product promotion. There is a BBDO office
in gulshan. So we can easily hire them for our commercial. They are very much
professional so they will everything properly.
We will make a balance sheet in every year. This will help us to know how property do
we have. And we will analyze our financial report. These will help us to know how much
we are spending and how much we are gaining form our product. This financial section
will run by different individuals from finance people. But they will be our company’s
employee.
We will be very much concern about whether people are liking our product or not.
Sometimes our advertisement will not attract them, sometimes it can be offensive,
sometimes they wont like the way we are representing our product. So we should monitor
these activities.
We have to be careful about market. Market research helps a lot to know about market
more. We will have to find out whether there is anything wrong or not. We will have to
be careful about our competitors. We should always monitor their product. If any new
threats come to the market we will have to monitor that also.
If we notice that our product or advertisement is getting old, then we have to come out
with new ideas and new advertisement.
Conclusion
In conclution, we can say that we want to Rebrand Pepsi in Bangladesh as new soft
drinks with new taste. Though it is a foreign existing product we have chosen it for its
different quality and taste. As it is a sugar free drink, we think that most of the health
conscious people will like it. Another thing is that for efficiency of any
promotional campaign it is very important to determine the budget of
the camping. Otherwise we will not be able to determine the programs
that will be executed during the campaign. Here in our advertising and
promotional campaign the budgeting and programs has been properly
determined so that it can reach to the target audience with proper
message and we think that this new product of Pepsi will bring us a
huge profit and success.
References :
http://www.pepsico.com/index.html
http://www.pepsimax.com
http://www.pepsimax.skyblog.com
http://www.pepsicola.com
http://www.pepsicola.wordpress.com
www.cassies.ca/caselibrary/winners/PepsiMeunier.pdf