1. WHAT IS A BRAND?
A brand is the set of values, ideals, strengths and weaknesses that become tied to
your business. A brand carries with it the power to inspire and influence your
customers; it creates a set of subconscious associations in their minds and sets you
apart from the herd.
What do you think of when you think of a top brand?
•Quality
•Reliability
•Customer service
Or do you think of their advertising campaigns?
•Their Logos
•Their Slogans
•Their Promises
It's amazing how much advertising promotion we absorb every day. Logos, slogans
and associated advertising methods (particularly background music) stick like mud.
"The car in front is a (?)"..."I'm loving it"... "Think different"... "Welcome to our
Network"...
Just a few, but I'm certain you can name the brands.

2. BRAND PROMOTION STRATEGIES
•You need to think big. You need to think out of the box. You need to dispel any
notions of what is 'usual' or 'expected.' You need to grab your audience and you
need to keep them until they are fully aware that you exist and that you mean
business.
•Look to your business mission statement and ask what it is that you want to
promote. Of course you need to sell your product, you need to make money, but
you also need to survive, and in order to do that you need to form an impression
on your market.
•Don't copy your competitors, be original instead - look to companies that inspire
you for inspiration.
•Word of mouth is by far the most effective form of advertising. People ignore
Pop-up windows, but they'll listen to their best friend. If you provide a quality
service people will recommend you.
•Customers want quality. If you can provide quality at a decent price they will
come back, inspiring customer loyalty is part of a strong brand identity.
•You may want to hire a professional to help shape your business model, or to
improve your advertising scheme.

3. ABSTRACT
• Brand promotion is a strategy that is commonly used in marketing in order
to increase customer loyalty, awareness of products, and sales. Instead of
focusing on a specific product or products, a company instead tries to focus
on the promotion of its brand. This strategy has been proven to be very
effective in marketing, and many companies currently employ it. Typically,
companies rely on repetition in advertising in order to familiarize customers
with the brand.
• Companies have used brand promotion for many years, and it is still
successful in today's market. With this strategy, one of the primary
objectives of the company is to increase brand awareness. When
customers become aware of a brand, they are much more likely to give it a
try. Brands that are unknown generally do not perform as well as
commonly known brands.

4. ABSTRACT
• Another primary objective of brand promotion is to create customer loyalty.
Studies have shown that customers are very loyal to brands. Once the habit of
purchasing a brand is formed, a consumer will generally go back to that same
brand again and again. There are certain types of consumers who only focus
on purchasing the cheapest product in the market; however, many consumers
are loyal to brands and may be willing to pay a little bit more for them.
• Brand promotion also leads to increases in sales in many cases. Businesses
hope that by utilizing brand promotion, they can increase the number of
units that are sold and increase profitability as a result. While brand
promotion does not always succeed, businesses that do it effectively are
often much more successful than their competitors.
• In most cases, businesses try to create brand awareness by utilizing
repetition. Typically, the average person has to see or hear of a brand
more than five times before it sticks in the mind. This means that
businesses try to advertise the brand name and get it out into the public
so that customers will become aware of it.

5. Redefining Marketing Research
The American Marketing Association
(AMA) redefined Marketing Research
as:
The function which links the consumer, the
customer, and public to the marketer
through INFORMATION

6. Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process

7. Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
for the purpose of improving decision making related to
the
 identification and
 solution of problems and opportunities in
marketing.

8. Marketing Research
• Specifies the information necessary to
address these issues
• Manages and implements the data
collection process
• Analyzes the results
• Communicates the findings and their
implications

9. INTRODUCTION
Pepsi is a carbonated soft drink produced and
manufactured by PepsiCo. The drink was first made in the
1890s by pharmacist Caleb Bradham in New Bern, North
Carolina. The brand was trademarked on June 16, 1903.
There have been many Pepsi variants produced over the
years since 1898.
In 1903, Bradham moved the bottling of
Pepsi-Cola from his drugstore to a rented
warehouse. That year, Bradham sold 7,968
gallons of syrup. The next year, Pepsi was sold
in six-ounce bottles, and sales increased to
19,848 gallons. In 1926, Pepsi received its first
logo redesign since the original design of 1905.

10. Current Position
PepsiCo is the second largest food and beverage company in the world. It
manufactures markets and sells a variety of salty, sweet and grain-based snacks,
carbonated and non-carbonated beverages PepsiCo seeks to achieve growth and
long-term value in its operational activities by creating competitive advantages
through new product innovation
In 2006, PepsiCo acquired Izze Beverage Company Naked Juice and Stacys
Pita Chip Company in the US, Star Foods in Poland, and Bluebird Foods in New
Zealand. It has expanded its presence in the non carbonated drinks as well as
snacks
The company’s volume grew by 5.5% in 2006 compared with 2005 In 2007,
the company plans to expand its market share through further acquisition and
joint ventures.
In 2009, company has its revenue upto 43.2 Billion US$ and its net income
was 8.04 Billion US$.

11. PEPSI & ITS INDUSTRIES
• FOOD SEGMENT • BEVERAGE SEGMENT
• Aliva • Pepsi
• Mirinda
• Kurkure • 7up
• Frito lays • Pepsi maxx
• cheetos • Aquafina
• Slice
• Nimbooz
• tropicana

12. BEVERAGE PRODUCTS OF PEPSI CO.
1.PEPSI 3.MIRINDA 5.7UP
2.SLICE 4.AQUAFINA MINERAL WATER

13. A Classification of Marketing Research
Marketing Research
Problem Problem Solving
Identification Research Research
Market Potential Research Segmentation Research
Market Share Research
Market Characteristics Research Product Research
Sales Analysis Research Promotion Research
Forecasting Research Distribution Research
Business Trends Research