Branding of pepsi cola
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Branding of pepsi cola

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The presentation contains the branding strategy of pepsicola in India.

The presentation contains the branding strategy of pepsicola in India.

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Transcript

  • 1.  
  • 2.
    • Rohit Dobaria
    • Viral Jani
    • Jigar Modi
    • Sandip Rana
    • Arvind Senta
    Prepared by:
  • 3. Pepsi Brand Evolution
  • 4. 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.
  • 5. Products - Beverages
    • Pepsi
  • 6.
    • Aquafina
  • 7.
    • 7up
  • 8.
    • Tropicana
  • 9.
    • Slice
  • 10.
    • Mountain dew
  • 11.
    • Mirinda
  • 12.
    • Nimbooz
  • 13.
    • Cheetos
    Products - Foods
  • 14.
    • Kurkure
  • 15.
    • Lay’s
  • 16.
    • Lehar
  • 17.
    • Uncle Chipps
  • 18.
    • Aliva
  • 19. And many more such as..
    • Fritos
    • Gatorade
    • Quakers
    • Walkers
    • Mother’s
    • Propel zero etc.
  • 20. Pepsi
  • 21.
    • Brand consists of name, symbol, slogan and celebrities etc.
    • It carries brand value.
  • 22. 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 .
  • 23. Logos
  • 24.
    • 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 .
  • 25.
    • 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.
  • 26.
    • 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
  • 27.  
  • 28.  
  • 29. Joy of Pepsi
  • 30.  
  • 31.  
  • 32. Taglines
  • 33.
    • 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
  • 34. Celebrities
  • 35.
    • Has used many celebrities for endorsement such as
      • Sachin, (previously)
      • Amitabh,
      • Shahrukh khan, (previously)
      • Late Michael Jackson,
      • Dhoni etc.
  • 36. Brand Value
  • 37. Brand value of Pepsi
    • 2010
    • $ 12,762 million.
    • 58 th rank in top 100 Most Valuable Brands in the world
    • -15% change as compared to 2009.
    • 2004
    • $ 12,066 million.
    • 23 rd rank.
  • 38. Some of the hoarding ads.
  • 39.  
  • 40.  
  • 41.  
  • 42.  
  • 43. Ad by Pepsi on April 1 st 2000
  • 44.  
  • 45.  
  • 46. Interesting Video ads by Pepsi
  • 47. Thankzzz…