brand assignment of 3 brands

8/3/2019 Brand Assignment of 3 Brands

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Pepsi


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About

The original trademark application for Pepsi-Cola was approved on June 16, 1903 as an,"arbitrary hyphenated word "PEPSI-COLA,"and indicated that the mark was incontinuous use for his business since August1, 1901. The trademark expired on April 15,1994.

A second Pepsi-Cola trademark is on record

with the USPTO. The successful registrationdate is April 15, 1906, over three years afterthe original date.


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Pepsi Logo : Over the years


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Pepsi : Print ads


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Analysis

Political :

The production distribution and use of many of PepsiCo

product are subject to various federal laws, such as the Food,

Drug and Cosmetic Act, the Occupational Safety and Health

Act ad the Americans with Disabilities.

The businesses are also subject to state, local and foreign

laws. The international businesses are subject to the

Government stability in the countries where PepsiCo is trying

get into (underdeveloped markets). The businesses are also subject to de taxation policy in each

country they are operating. They also have to comply with

federal, state, local and foreign environmental laws and

regulations.


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Economic : The companies are subject to the harvest of the raw material

that they use in their snack foods, soft drink and juice, likecorn, oranges, grapefruit, vegetables, potatoes, etc.

Because of they rely on trucks to move and distribute many

of their products, fuel is also an important subject, so they aresubject to the fuel prize.

Social :

PepsiCo and moreover Pepsi is subject to the lifestylechanges, because of it bases her advertising campaigns in aconcrete kind of people with an special lifestyle, it is for thatPepsiCo has to pay a special attention on the lifestyle changes.


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Technological :

PepsiCo is subject to new techniques of manufacturing, fortheir three business sectors, snack food, juices and soft drinks.

It has to pay attention to the new distribution techniques. And they have to fix their attention in the competence

developed, to know about the new products.

Even though, we have to take into account that specializedfactors involve a heavy and sustained investment, we have to

know that if we are able to achieve them, we could generatea competitive advantage.


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Taglines

19901991: "Yehi hai right choice Baby UH HUH

19961997: "Pepsi:There's nothing official about it"

1999-2006: "Yeh dil maange more

2009present: "My Pepsi My Way

2009present: "Yeh hai youngistaan meri jaan"


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Physique :Clear drink, stand out

Personality :Young, active, Excitement, fun,

energy, enthusiasm

Self-Image : Quality productReflection :Youth oriented

Culture :Youth Focused, Progressive

Relationship :Encourage, motivation

Pepsi : Kapferers Prism

Pepsi

OURSELVES

CUSTOMERS


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Pepsi : Brand ambassadors


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Pepsi : Brand extensions

Pepsi Blue Pepsi Cafechino


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Product placements


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Pepsi : TV Commercials


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Godrej


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Godrej Group is one of the largest conglomerates based in Mumbai

Its products include Security Systems Rocket Launchers,

Refrigerators and Furniture, Outsourcing Services, Cosmetics and

Detergents, Engineering Workstations, Medical Diagnostics andAerospace Equipment, Edible Oils and Chemical, Mosquito

Repellents, Car perfumes, Chicken and Agri-products, Material

Handling Equipments Like FORKLIFT Trucks etc.

The Group is headed by Adi Godrej and Jamshyd Godrej

About


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Godrej Logo : Over the years


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Print ads


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Analysis

STRENGTHS:-

The Company has got wide range of branches within the

country

The Company has wide range of product line Godrej is having better Sales after services

Respectable and trusted brand name

Company is having large number of customer with higher

satisfaction The management is trained and efficient & the network of

service centres is good in all states


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WEAKNESS:

The Company does not go for advertising, which is

one of the biggest disadvantage of Godrej Its emphasis more on the advertising of officeautomation & prima division

The company is focusing many security products ata same time

The effective selling schemes are not available likepayment on instalments


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OPPURTUNITIES:

Godrej has more opportunities to grow as it has earned goodname in security sector.

Technical up gradation time to time is also one of theopportunities.

Godrej can focus on big project like construction. Wherethere is a great demand of security equipment

Threats:

The growing competition in the security sector is threat for allmanufacturing companies so it is also threat for Godrej tostand in the market with the higher position.


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Physique :Stands for trust

Personality :Trustworthy, diverse

Self-Image :Very capable

Reflection :Quality

Culture :Old School

Relationship :Encouragement, support

Kapferers Prism

Godrej

OURSELVES

CUSTOMERS


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Brand Ambassadors


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Brand extensions


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Godrej TV Commercials


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Adidas


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About

Adidas AG is a major Germany based sports apparel manufacturerand parent company of the Adidas Group, which consists ofthe Reebok sportswear company, TaylorMade and Rockport

Besides sports footwear, the company also produces other productssuch as bags, shirts, watches, eyewear and other sports and clothing

related goods. The company is the largest sportswear manufacturer in Europe and

the second biggest sportswear manufacturer in the world, after itsU.S. rival Nike

The company's clothing and shoe designs typically feature three

parallel bars and the same motif is incorporated into Adidas'scurrent official logo .The "Three Stripes" were bought from theFinnish sport company Karhu Sports in the 1950s


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Adidas Logo : Over the years


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Adidas: Print ads


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Pest Analysis

PoliticalAdidas policy is to control and monitor hazardous substanceto protect human health and environment one of those is toeliminate PVC making progress in finding substitutes like

polyurethane, ethyl vinyl, silicones thermoplastic rubber Adidas also provide training sessions on employment

standards and HR systems, health and safety is important forthe company

Establishing teams to manage and monitor SARS inAsia factory, washing stations, disinfectant units. FinallyAdidas protects and supports the rights of its employees byfollowing all the current employment laws


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Economical

As a multinational company adidas helps countries todecrease unemployment by increasing every year thenumber of employees

The Industrial Production Growth Rate in Germany was1% in 2001-3, in 2004 it became 1.7%. Adidas is a reasonof this increase

As exporting to Europe is not too expensive as it wasbefore, Europe since 2002 has own currency (euro) andthe borders are not so tight

Labor salary is high in Germany and France but not soexpensive in China (Suzhou). This is the reason thatmost of factories located in Asia


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SocialAdidas products declare in any raise, age, religion, and

lifestyle, always in fashion with special design in any ofproduct. Focus in people who like sports and athletes, almosteverybody can purchase Adidas products

TechnologyAdidas join into technology by make up the worlds firstsmart shoe, adding a microchip inside the shoe and wirelessmp3 player

Also using hot melt system of the production that isenvironmentally safe, using heat-activated adhesives

The packaging that company use, are suitable fortransportation over long distances, humid conditions andextreme temperature changes and use recycled paper and

other environmentally-friendly packaging materials


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Physique :Sturdy and strong

Personality :Sporty and fun

Self-Image :Dependable

Reflection :Sports oriented

Culture :Quality and strength

Relationship :Long term

Adidas: Kapferers Prism

Pepsi

OURSELVES

CUSTOMERS


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Brand ambassadors


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Brand extensions


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Adidas TV Commercials

brand assignment of 3 brands

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