Do You Know?

In the 1990s, Pepsi Japan

had a superhero mascot
Pepsi was the first called Pepsiman, who
soft drink company starred in commercials and
to introduce the 2 even a video game.
litre plastic bottle in
the 1970s.

Pepsi was a pioneer in

aerial advertising, using
skywriting to promote its
brand in the 1930s.
Why we chose Pepsi?
It’s an iconic brand with a youth appeal and their strategy to follow current trends gives them a
competitive advantage and also the marketers an upper hand in leveraging their creative freedom
for creating dynamic ad campaigns.

Features of Pepsi’s Campaigns

❑ Youth-centric approach ❑ Music and entertainment
❑ Celebrity endorsements ❑ Focus on experiences
❑ Adaptability and cultural relevance
STP for Pepsi
SEGMENTATION

• Demographic: Primarily targets young adults and teens (13-35 years old),
with a secondary focus on families. They consider age, income, and
lifestyle.
• Psychographic: Focuses on individuals who are active, social, adventurous
and value experiences. Pepsi often aligns its marketing with these lifestyle
traits.
• Geographic: Pepsi adapts its products and marketing to suit regional
preferences. They have a strong global presence with localized flavors and
campaigns.
• Behavioural: Targets frequent cola drinkers and those who seek
refreshment and enjoyment. They also consider brand loyalty and the
frequency of usage.
TARGETING

• Primary Target Market: Young adults and teens who are drawn to
Pepsi's youthful image, trendy associations, and focus on fun and
social experiences.
• Secondary Target Market: Families and older adults who are
looking for a trusted and refreshing beverage option.
Positioning

• Pepsi positions itself as a youthful, fun, and trendy alternative to its

competitors.
• They emphasize experiences, enjoyment, and self-expression over
just refreshment.
• Pepsi aims to be seen as a trendsetter and innovator in the beverage
industry, appealing to those who seek excitement and spontaneity.
Let’s look at some of the advertisements
by Pepsi in past few years
COMPETITORS
GLOBAL COMPETITION

Nestlé - ready-to- Dr Pepper Snapple

drink beverages Group (now Keurig
(Nescafé, Milo). Dr Pepper)

Red Bull GmbH -

Unilever - With brands
Dominates the energy
like Lipton Ice Tea
drink space.
COLD BEVERAGE COMPETITORS
Coca Cola - Coca-
Amul - Amul Kool,
Cola, Thums Up,
Amul Lassi, Amul
Sprite, Fanta, Limca,
Masti
Maaza, Minute Maid

Paper Boat - Aam

Panna, Jaljeera, Parle Agro - Frooti,
Thandai, Coconut Appy, Bailley, Smoodh
Water
 The Coca Cola Company
Founded in 1886, The Coca-Cola Company is a global leader in the beverage industry, offering over 200 brands in more than
200 countries and territories. Known for its iconic flagship product, Coca-Cola, the company has built a timeless brand that
symbolizes refreshment, happiness, and togetherness.
Headquarters: Atlanta, Georgia, USA
Founded by: Dr. John S. Pemberton
Global Reach: Sold in over 200 countries
Popular Brands: Coca-Cola, Sprite, Fanta, Dasani, Minute Maid, Powerade, Simply, Costa Coffee

Tagline:
"Real Magic."
(Previous famous taglines: “Taste the Feeling”, “Open Happiness”, “The Real Thing.”)
 STP of Coca Cola
Segmentation:

Geographic: They adapt their products and marketing to different regions and
climates.
Demographic: They target a wide range of age groups, genders, and income
levels.
Psychographic: They focus on lifestyles, attitudes, and values, associating
their brand with happiness and positive experiences.
Behavioral: They consider consumption patterns and occasions.
 STP of Coca Cola
Targeting: Positioning:
Coca-Cola uses a combination of: Coca-Cola positions itself as:
• A symbol of happiness,
Mass marketing: Reaching a refreshment, and social
broad audience with core
products. connection.
• A globally recognized brand
Differentiated marketing: with a consistent image.
Offering various products (e.g.,
• A company that provides a
Diet Coke, Coca-Cola Zero Sugar,
juices) to cater to specific wide range of beverages for
segments. diverse consumer needs.
 Paper Boat
Paper Boat is an Indian beverage brand celebrated for reviving traditional Indian drinks with a modern twist. Launched in
2013 by Hector Beverages, Paper Boat focuses on nostalgia, authenticity, and simplicity, offering flavors that evoke
cherished childhood memories and regional tastes.
Headquarters: Bengaluru, Karnataka, India
Founded by: Neeraj Kakkar and team (Hector Beverages)
Flagship Products: Aamras, Jaljeera, Aam Panna, Chikki, and other ethnic drinks and snacks
Unique Touch: No artificial colors, preservatives, or flavors

Tagline:
"Drinks and Memories."
(Earlier communication: “Drinks and Memories” has remained the consistent emotional anchor.)
 STP of Paper Boat
Segmentation:

Paper Boat segments the market based on the following:

Demographic:
• Age: 18–45 years
• Income: Middle to upper-middle class
• Urban and semi-urban residents
Psychographic:
• People who are nostalgic about their childhood
• Health-conscious individuals
• People seeking traditional, ethnic flavors
Behavioral:
• Consumers preferring ready-to-drink (RTD) beverages
• Occasional buyers looking for unique Indian drinks
• Brand-conscious but quality-seeking individuals
 STP of Paper Boat
Targeting Positioning
Paper Boat follows a differentiated targeting Paper Boat positions itself as:
strategy: “A brand that brings back childhood memories
through traditional Indian drinks, made with
• Focuses on urban millennials and Gen Z love and no preservatives.”
who crave healthier, preservative-free
drinks Key positioning pillars:
• Nostalgia
• Appeals to working professionals and
students who want convenient beverages • Health & Purity
• Convenience
• Also targets families looking for
traditional beverages with authentic taste • Premium appeal
 Amul
Amul, one of India’s most trusted dairy brands, has extended its expertise into beverages by offering a range of refreshing, milk-
based and fruit-based drinks. Part of the Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul Beverages focus on
combining health, taste, and convenience, while staying true to Amul’s legacy of quality and affordability.
Headquarters: Anand, Gujarat, India
Managed by: Gujarat Cooperative Milk Marketing Federation (GCMMF)
Popular Beverage Products: Amul Kool (flavored milk), Amul Lassi, Amul Masti Buttermilk, Amul Tru Fruit Beverages, Amul
Shakes

Tagline:
"The Taste of India.“
(This iconic tagline applies across all of Amul’s products, including its beverage lines.)
 STP of Amul
Segmentation:

Demographic:
• Amul targets a broad demographic, including children, youth, and adults.
• They cater to various income levels, focusing on affordability.
• They consider age and health preferences.
Geographic:
• Amul has a strong presence across India, with increasing international reach.
• They adapt to regional preferences in flavors and product offerings.
• They focus on both urban and rural markets.
Behavioral:
• Amul caters to consumers seeking nutritious and refreshing beverages.
• They address different consumption occasions, from daily nourishment to special treats.
 STP of Amul
Targeting: Positioning:
"The Taste of India"
Mass Market:
• This resonates with consumers seeking traditional
• Amul's core strategy involves targeting a wide audience. and familiar flavors.
• They aim to make their drinks accessible to the majority Quality and Trust:
of Indian consumers.
• Amul leverages its reputation for high-quality dairy
Specific Segments: products.
• They emphasize the nutritional value and purity of
• They also focus on specific segments like: their drinks.

• Children and teenagers with flavored milk products. Affordability and Accessibility:
• Amul positions its drinks as affordable and widely
• Health-conscious individuals with products like available.
buttermilk and lassi.
Nutritious and Refreshing:
• Consumers looking for affordable and tasty refreshment. • Amul is positioned as a healthy and refreshing drink
option.
 Parle Agro
Parle Agro is a dynamic Indian beverage and food company known for creating iconic, homegrown brands that have shaped India's
drink culture. Since its inception, Parle Agro has introduced innovative and refreshing products that blend taste, affordability,
and mass appeal, making it a leader in the fruit-based beverage segment.
Headquarters: Mumbai, Maharashtra, India
Founded by: Chauhan family (1984, after splitting from Parle Products)
Popular Beverage Brands: Frooti (mango drink), Appy (apple drink), Appy Fizz (sparkling fruit drink), Bailley (packaged drinking
water), Smoodh (flavored milk drink)

Tagline:
"Refresh India.“
(Specific brands have their own taglines too, like Appy Fizz: “Feel the Fizz.”)
 STP of Parle Agro
Segmentation:

Demographic:
• They target a wide age range, from children to young adults.
• Their product portfolio caters to various income levels.
• They consider lifestyle preferences, such as those seeking fruity or fizzy beverages.

Geographic:

• Parle Agro has a widespread distribution network across urban and rural India.
• They adapt to regional preferences with their diverse flavor offerings.

Behavioral:

• They cater to consumers seeking refreshment, taste, and convenience.

• They address various consumption occasions, from everyday drinks to social gatherings.
 STP of Parle Agro
Targeting:

Children and Youth:

• Brands like Frooti are heavily targeted towards children and teenagers.
• Appy Fizz and similar products are aimed at young adults.

Mass Market:

• Parle Agro's products are designed for widespread consumption.

• They focus on making their beverages affordable and accessible to a broad audience.

Specific Niches:

• They are also expanding into specific niches, such as health-conscious consumers with
certain product offerings.
 STP of Parle Agro
Positioning:

Innovation and Variety:

• They emphasize the variety of flavors and formats they offer.

Fun and Refreshment:

• Their brands are associated with fun, refreshment, and enjoyment.

Affordability and Accessibility:

• Parle Agro focuses on making its drinks affordable and widely available.
• They work to make sure their products are available in many different retail locations.

Strong brand recognition:

• Brands like Frooti have very strong brand recognition, and Parle Agro leverages that
strength.

•
PEPSI IN VALS FRAMEWORK
The VALS Framework (Values, Attitudes, and Lifestyles) classifies consumers into 8 psychographic types based
on their motivations and resources:
1. Innovators
2. Thinkers
3. Believers
4. Achievers
5. Strivers
6. Experiencers
7. Makers
8. Survivors
Three primary motivations:
• Ideals (guided by knowledge/principles)
• Achievement (guided by success/peer recognition)
• Self-Expression (guided by social/physical activity, variety, risk)
PEPSI IN VALS FRAMEWORK

Now, looking at Pepsi’s advertisements — especially over the years:

• Focus on youth, energy, excitement
• Big celebrities: Michael Jackson, Britney Spears, Beyoncé, Messi, Kendall Jenner, Bad Bunny, etc.
• Themes of rebellion, being cool, standing out
• Trendiness, parties, social bonding moments
• Emphasis on "live for now", "refresh everything", "be daring"
PEPSI IN VALS FRAMEWORK
So in VALS, Pepsi India fits BEST under:
VALS Type Description Pepsi India Fit?
Young, impulsive, social,
Experiencers Dominant fit
trend-loving
Aspire for social status,
Strivers Frequent fit
emulate coolness
Success-driven, want to be
Achievers Recent campaigns
seen as winners
Family- and tradition-
Believers oriented, value comfort in During COVID
crisis
 Work Plan
Week 1: Brand Analysis – STP Strategy for the Brand, analysis of past advertisements

Week 2: Competitor analysis – Who are the major competitors, their STP Strategy and analysis of the
past advertisements

Week 3: Designing the framework for our advertisement

Week 4: Conduct Primary Research (Understanding Audience Insights) - Design a Google Form, Share
Google Form with friends, classmates, and online groups, Collect responses & analyze the results,
Summarize findings into a short report to use

Week 5: Improved the script based on research and prepared for shooting, Finalize Movie Buddy’s
personality & key dialogues, Storyboard the ad (sketch or write down key scenes), finalize shooting
dates.

Week 6: Film all scenes and editing.

Research
Research
Research
Hope you like our advertisement