pepsi branding final ppt

8/2/2019 Pepsi Branding Final PPT

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Ashish Tiwari

Gaurav Kumar Geetanjali Thorbole

Girish Khanna

Himanshu Chatterjee Mohd. Asad Ansari

Pragna Vinchi

Mohd. Aatif Siddiqui

Mohd. Talha Khan

Prepared by:


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PepsiBrand Evolution


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Pepsi


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Brand consists ofname, 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 Brads Drink.

When it became popular, he changed the name in1903 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 withthe slogan, "The Original Pure Food Drink.

1933:A giant candy company Loft, Inc. buys the

company in 1931, Pepsi-Cola sells for 10 centsin 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 adoptsstandardized embossed 12-oz. bottle, whichdebuts with the "Pepsi-Cola" label blown and

baked into the glass.

1941:To support the war effort, the Pepsi bottlecrown 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 capitaltypeface, is removed from a smaller blueand red Pepsi swirl and runs vertically upthe package.

1998: In celebration of the company'scentennial, Pepsi unveils a new look athree-dimensional globe against an iceblue 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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RESONANCE

SALIENCE

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

Proud of brand

1.Peppy

2.Trustworthy

3.Good value

1.Fun

2.Addictive

3.Refreshing

4.Enthusiastic

1. Youth

2. Impulsive purchase,

available everywhere3. Cheerful, spirited,

attitude

4. Reliable

CSD, refreshment, thirst quencher

1. Ingredients

2. Consistency

3. Distribution4. SKU

5. Taste

CUSTOMER-BASED BRAND EQUITY PYRAMID

pepsi branding final ppt

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