INTRODUCTION

7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The 7 Up logo includes a red spot between the '7' and 'Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot.

Unique Selling Proposition (USP)

“Convenience at a pop”

• The USP of 7up pop is that it is the only insta - soda pop available in the market today. Its size greatly increases its portability. It has an extended shelf life which helps make it the ideal accompaniment to food and fun. 7u up is a revolution that redefines the limitations of consumables worldwide.

S.T.P analysis Segmentation

Targeting

Positioning

SEGMENTATIONMarket Segmentation is an effort to increase a company’s precision marketing. A market consists of a large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitude, or buying habits. We have done the segmentation on the basis of the following variables: DEMOGRAPHIC SEGMENTATION: Age, Income, Social Class & Occupation

PSYCHOGRAPHIC SEGMENTATION: Lifestyle and Personality BEHAVIORAL SEGMENTATION: Occasions, Benefits, Usage Rate &Attitude

GEOGRAPHICAL SEGMENTATION: Region & city

TARGETING

After segmenting the market we are targeting the following segments:

INCOME GROUPS: We will be targeting all income groups. 7up, being an established brand with mass appeal and cost effective pricing, it will not discriminate between income groups.

YOUTH: A huge potential market for 7up Pop lies with youth whom we will be specifically targeting through ‘Pop Culture’ and road shows to be held as part of the ‘Add Color’ campaign.

TRAVELLERS: Due to its mini-form factor, 7up Pop is highly convenient to carry along during journeys or trips. This is why it will be targeted at travelers as well.

POSITIONING “We don’t serve markets, we create them.”

We will position 7 up pop as a lifestyle drink for the masses. Through extensive

advertising we will be able to establish 7 up as a way of life. 7up will represent vibrance and seek to promote a new zest for life, a

break from the routine, excitement and exhilaration.

• Product• Price• Place• Promotion

MARKETING MIX (4 P’s)

Product • New 7up Pop is a revolution in the soft

drink market. It will be available in a capsule which on contact with the requisite quantity of water will give rise to 7up Pop.

• The capsule will provide the consumer easy access to the 7up Pop at all times, greater portability and an extended shelf-life. An instant drink, 7up Pop’s uniqueness lies in the fact that it is the only soft drink which can be made ready-to-drink in a matter of seconds. 7up Pop deviates from the traditional colorless 7up in that it contains multi-colored granules.

• 7up Pop will also be available in attractive Tetra Packs (300 ml) and pet bottles for its 500ml and 1.5 litre variants.

PRICE• Having the 1st mover advantage,

PepsiCo has the complete say in determining its own price. PepsiCo’s pricing has always been competitive and with the launch of 7up Pop, it aims at capturing a much larger share in the market.

• Assuming the change in the future trends in the market and taking into consideration the inflation rates with respect to 2005, PepsiCo has decided to launch 7up Pop at an initial launch price of Rs. 20 (per capsule). One capsule would be equivalent to 250 ml of 7up when dissolved in water. A strip of 5 capsules would cost Rs. 90.

PLACE • 7up Pop will be launched in Delhi, Mumbai, Kolkata,

Chennai, Bangalore, Ahmedabad and Hyderabad initially. These cities have been chosen for the launch as our surveys have shown that people in these cities are looking for a drink with a difference. We will be moving towards semi-urban and rural market phasing our activities in the basis of initial and subsequent consumer response.

PROMOTION

1) Newspapers2) Radio

3) Billboards4) Tie up with hutch

Strength

1). Brand equity • 7up has a strong brand presence in India. It is a premier soft

drink brand reaching out to large section of society. 7up has always been associated with youthful vibrancy and a positive outlook toward life, which has led to its surge in the Indian market.

2). Portability• New 7up pop is an ultra- light capsule which can anywhere

with ease. Its size is of great advantage to the consumer as it requires minimal storage space and is highly portable.

3). Convenience• We at 7up, offer every consumer the opportunity of obtaining

his own glass of 7up pop at his convenience. Easy to use, 7up pop has an extended shelf life which helps it to sustain its quality over long periods of time. Therefore, 7up is instant, lasting and highly convenient.

Weaknesses

1). Acceptance• We are still wary of the acceptance of our

product. It is however essential for us to overcome this weakness by providing the customer with adequate information and by employing an effective marketing strategy.

2). Usage• Incorrect usage of the product could lead to

changes in the concentration level. This makes it important for us to explain usage procedures and ensure proper communication with the end consumer through proper packaging.

Opportunities

1). First mover advantage• We are innovators, heralding a revolution that is slowly

changing the face of beverages worldwide. We have given rise to a complete upheaval of existing trends. Hence, we have a first mover advantage in our field, providing consumers with unadulterated refreshment in a form beyond what one could barely imagine a few years ago.

2). Untapped market• 7up pop will cater to a larger section of society owing to

its strong distribution network. We will be able to capitalize on existing as well as untapped markets because our product is the complete retail solution; convenient to store and easily distributable.

Threats

1). Cut throat competition:• Coca cola and Pepsi have always been

at loggerheads. A retaliation from coke as a counter-measure against 7up pop is expected. However, the first mover advantage would strengthen 7up pop’s foothold in the market.

2). Further innovation:• Being innovators ourselves, we cannot

ignore the possibility of further innovations that may eat into our market share.

TAGLINE

SPRITE:

Sprite Bhujaye Pyass Baki

Sab Bakwass!!!

TAGLINE

7up:“7up mood up

Bheja fry…7up try"