branding of pepsi cola
DESCRIPTION
The presentation contains the branding strategy of pepsicola in India.TRANSCRIPT
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• Rohit Dobaria • Viral Jani• Jigar Modi• Sandip Rana• Arvind Senta
Prepared by:
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PepsiBrand Evolution
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Pepsico
• Founded in Delaware - June 8, 1965• Reincorporated in North Carolina – 1986• Pepsi-Cola was created in the late 1890s by
Caleb Bradham, a New Bern, N.C. pharmacist.
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Products - Beverages
• Pepsi
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• Aquafina
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• 7up
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• Tropicana
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• Slice
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• Mountain dew
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• Mirinda
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• Nimbooz
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• Cheetos
Products - Foods
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• Kurkure
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• Lay’s
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• Lehar
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• Uncle Chipps
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• Aliva
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And many more such as..
• Fritos• Gatorade• Quakers• Walkers• Mother’s• Propel zero etc.
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Pepsi
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• Brand consists of name, symbol, slogan and celebrities etc.
• It carries brand value.
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How did name “Pepsi” come?
• Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe
• Gradually it changed its name to Pepsi.• When pharmacist Caleb Bradham concocted the kola
nut, pepsin, sugar, and vanilla mixture in 1893, he called it Brad’s Drink.
• When it became popular, he changed the name in 1903 and began the Pepsi Cola company.
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Logos
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• Pepsi-Cola Logo Timeline• 1898: Pharmacist Caleb Bradham renames
"Brad's Drink” - Pepsi-Cola.
• 1903: The Pepsi-Cola trademark is registered.
• 1906: Modified script logo is created along with the slogan, "The Original Pure Food Drink.“
• 1933: A giant candy company Loft, Inc. buys the company in 1931, Pepsi-Cola sells for 10 cents in a 12-ounce bottle. The tagline "Refreshing & Healthful" is added to the Pepsi bottle logo. When the price of a "twelve full ounce" bottle is slashed to 5 cents, the tagline is dropped.
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• 1940: New CEO Walter Mack adopts standardized embossed 12-oz. bottle, which debuts with the "Pepsi-Cola" label blown and baked into the glass.
• 1941: To support the war effort, the Pepsi bottle crown colors change to red, white and blue
• 1943: The logo incorporates a "bottle cap" look. The bottle cap logo includes the tag, "Bigger Drink, Better Taste.“
• 1962: A "serrated" bottle cap logo debuts, accompanying the brand's groundbreaking "Pepsi Generation" ad campaign.
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• 1973: The logo evolves into a boxed look with minor typeface changes.
• 1991:"Pepsi," now in italic capital typeface, is removed from a smaller blue and red Pepsi swirl and runs vertically up the package.
• 1998: In celebration of the company's centennial, Pepsi unveils a new look – a three-dimensional globe against an ice blue background, which becomes a universal symbol for one Pepsi family
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Joy of Pepsi
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Taglines
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• 1990-1991 - Yehi hai right choice Baby• 1999-2006 - Ye dil maange more• 2003-2005 - Ye pyaas he badi• 2008 - Ye hai youngistan meri jaan• 2009 - Youngistan ka wow• Current - Change the game
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Celebrities
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• Has used many celebrities for endorsement such as – Sachin, (previously)– Amitabh, – Shahrukh khan, (previously)– Late Michael Jackson,– Dhoni etc.
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Brand Value
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Brand value of Pepsi
2010• $ 12,762 million.• 58th rank in top 100 Most Valuable Brands in the world• -15% change as compared to 2009.
2004• $ 12,066 million.• 23rd rank.
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Some of the hoarding ads.
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Ad by Pepsi on April 1st 2000
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Interesting Video ads by
Pepsi
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Thankzzz…