MAEMA PART II

NAME: ROSHINI TUNIYA

ROLL NO.: 27
SUBJECT: MEDIA PLANNING AND BUYING

BRAND: PEPSI
COMPETITOR: COCA COLA

Pepsi: Pepsi is a carbonated soft drink manufactured by

PepsiCo. Originally created and developed in 1893 by Caleb
Bradham and introduced as Brad's Drink. Pepsi is a brand
that every youngster relates to. But this definitely doesn’t
mean that other age groups are not its user’s. Thus Pepsi’s
brand image is its hip, cool, lively and refreshing attitude.

 Print :
Pepsi has constantly had a young target public. Many of
their advertisements aimed at teens and infused with
sports, fun and music. Most print ads out there are
annoying, but given the number of professionals working
in the marketing and advertising industries, they’re bound
to come up with something fresh and creative.
The theme of the below Pepsi advertisement is that Pepsi
is a less scary, less monstrous choice of beverage than
Coke. Playing on the fact that at Halloween you should
wear a terrifying dress, they brilliantly conveyed the
message that Coca-Cola represents the scarier beverage.
 Television:
Television is an excellent medium to advertise Pepsi with
the maximum amount of reach and frequency. TV is
proven to be an effective medium to advertise because of
its flexibility, cost efficiency in reaching mass and selective
audiences as well as combining sight and sound for active,
lively selling. The beverage maker is known to have bought
advertising spots across key news channels and on video-
sharing website YouTube. TV became the main medium for
Pepsi’s campaign.

 Outdoor:
 Pepsi has launched an innovative campaign with DDB
Mudra Max to win over the heat and lure consumers in
and around the NCR region. The amusing tag line 'Pepsi thi
pi gaya' brings alive its great taste and good vibes. The
campaign was designed to promote its current ideation
and to promote the TG to get on their effervesce. The
brand marked the media planning parameters strategically
to approach the masses through its creative and reach.
This ad showcased an eye-catchy creative showcasing a
couple of innovations, to reinforce the brand identity, the
creative background colour have been kept in Blue. Along
with normal creative, few important sites and junctions
were highlighted with the innovation executed on Bus
Shelter with hay decor, ideal for the summers, with the tag
line doing its own talk.

Coca Cola: Coca Cola is a carbonated soft drink produced by

the coca cola company of Atlanta. The coca cola is an
American multinational beverage corporation, manufacturer,
retailer and marketer of non-alcoholic beverage.
 Print:
Appearing across magazines, newspapers and billboards in
Europe, these close-up images capitalise on Coca-Cola's
position as one of the world's most iconic brands. Coke can
easily associate itself with a carbonated fizz or the hiss and
crack of a ring pull being opened. With this campaign they
are aiming to activate that sensorial memory from our
consumers, challenging them to hear an image for the first
time, finishing our ad in their heads.

 Television:
As we all know TV is a most common entertaining medium
so TV commercials is one of the most attractive way of
doing advertisement. So Coca Cola does regular TVC’s on
different channels. It focuses on both urban as well as rural
India with its advertisements. In summer 2011, Coca Cola
introduced the new Brrrrr!! Ad and featured Imran Khan as
brand ambassador. They introduced Coke Nawaazi with
Deepika Padukone in 2017.

 Outdoor:
Posters and billboards are also integral part of the
marketing campaign of Coca Cola. In India, the coca cola
can be seen painted on walls, bus stands, dhabas, etc.
focusing in rural areas of India. It is essential to take a note
that billboards and banners, cut out, holdings play an
important role in promotion of the brand. Here, it is mainly
because of its unique, eye catching red coloured brand
logo.