6.

0***IMPACT OF ADVERTISEMENT OF PEPSI***

6.1 BRIEF INTRODUCTION ABOUT COMPANY AND ADVERTISEMENT

Pepsi take 33%of profits from soft drink industry and that is very
high ratio in comparison of coca cola .Pepsi always believe in new innovated
advertisement and always came up new attracting ads focusing yougester.so they
can capture the youth of country (that is there target audience).pepsi recently
lanched there new campaign for 2008 feburary featuring three brand
ambassadors Shah Rukh khan ,ranbir kapoor and deepika padukone in a
refreshing new light. Developed by jwt the campaign is dubbed “yougistan”, this
according to the company “its an attitude”. Clearly targeting the youth,the
campaign will being a dialogue with its consumers by unbottling their imagination
of what “yougistaan”means to them.

6.2MARKETING CHALLENGE
Pre-launch Scenario:

•To build the brand as youngster drink.

•To maintain Pepsi position as more prominent in black color beverage category.

•Cleary targeting youth.

•Maintain his position in market and attracting new customers and retaining old
one.

•The market for Soft drinks is huge and comprises of high degree of potential so
capture as much as you can.

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•There is always a need for something new and exciting advertisement in the
beverages industry.

•The advertisement of soft drinks is very competitive, so every time something

new attracting, exciting and innovative is required.(means young ads)

6.3The Challenge:
•To gain more markets share in the beverages industry.

•To compete with thumbs up and coca cola.

•To represent the word of youth where the young generation likes to be in an
control. It brings forward their never failing attitude their desire to take
challenges and the power to turn things around.

6.4CAMPAIGN OBJECTIVES:
•Create awareness and to make famous youngistan

•To get to at least 60% of the market leader, in terms of sales.

•To built attitude of pepsi as this brand desn’t have never failing attitude.

•To target specifically youth as its major group of custom

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6.5TARGET AUDIENCE:
We consciously targeted the age group of 15-25 years which belong to teenagers
and young adults.clearly targeting the youth.pepsi target consumers which is
young having never failing attitude,their desire to take challenges and power to
turn things around which reflected in the tagline “

‘’chaaho toh kuch bhi assaan yeh hai yougistan meri jaan”.

6.6CREATIVE STRATEGY:
This advertisement was made by mr. subhoranjan singh guptaThe ad focuses on
the country India which is young nation.The advertisement was brought to picture
to communicate an entirely new prospect for the brand Pepsi. This concept was
brought forward to generate awareness that it belongs to the consumers who are
young, enthusiastic, and energetic and they have never failing attitude .A new
word has been created by combining the words “young” and “Hindustan” and
has coined the phrase “Youngistan”..Like the phrase clearly says “Yeh hai
Youngistan meri jaan” the brand totally believes that they are for the people who
are young, energetic, and enthusiastic and are self confident and having new and
friendly idea to do or mangae things easily.Thus, highlights its main motto- life full
of entertainment. Fun is considered to be the backbone of the brand in all
circumstances.

6.7OTHER COMMUNICATION PROGRAMS:

DLF Indian Premium League: With the aim of promoting their idea of younger

generation with an eye catching concept. It is sponsoring the teams playing in the
series.

They have their logos printed on the dress of the cricketer and then each stadium
has been flooded with the hoarding of the ad.

A new program aired on MTV which is known to be Wassup Youngistan, which is

sponsored by Pepsi. This program depicts the views and ideas of the young
generation. Youths are interviewed and are

made

to provide the media with their thoughts and ideas on the basis events that are
happening in the country or in our environment. The suggestions are asked for to
avoid the mishaps in the country

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6.8MEDIA STRATEGY:

The media strategy that was used:Deliver a high impact media launch through a
channel mix targeting core groups – kids & youth. A channel mix comprising Star
Plus, Zee, Channel V, MTV, ETC, Discovery, Max, Zee Cinema Cartoon Network,
Ten Sports, Splash, Cartoon network on Zee and Disney on Sony, was selected on
the basis of affinity, time spent & loyalty. Sponsorships were taken to add to the
visibility of the brand.

6.9MEDIA:
•Television

•Magazines

•Hoardings

•Radio

•Newspapers

•Online

EVIDENCE OF RESULT:
According to our survey the creativity of the advertisement in delivering the
message has been rated as below

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