Prepared by:

Ashish Tiwari Gaurav Kumar Geetanjali Thorbole Girish Khanna Himanshu Chatterjee Mohd. Asad Ansari Pragna Vinchi Mohd. Aatif Siddiqui Mohd. Talha Khan

Pepsi
Brand Evolution

Pepsi

 Brand consists of name, symbol, slogan and celebrities etc.

It carries brand value.

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 in 1903 and began the Pepsi Cola company.

Logos

 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.

 1940: New CEO Walter Mack adopts

standardized embossed 12-oz. bottle, which debuts with the "Pepsi-Cola" label blown and baked into the glass.
crown colors change to red, white and blue

1941: To support the war effort, the Pepsi bottle

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.

 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

Joy of Pepsi

Taglines

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

Celebrities

 Has used many celebrities for endorsement such as

Sachin, (previously) Amitabh, Shahrukh khan, (previously) Late Michael Jackson, Dhoni etc.

CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE 4. RELATIONSHIPS =

Proud of brand

What about you & me?

1.Peppy 2.Trustworthy 3.Good value 1. 2. 3. 4. 5. Ingredients Consistency Distribution SKU Taste

1.Fun 2.Addictive 3.Refreshing 4.Enthusiastic 1. Youth 2. Impulsive purchase, available everywhere 3. Cheerful, spirited, attitude 4. Reliable

3. RESPONSE = What about you?

2. MEANING = What are you?

CSD, refreshment, thirst quencher

1. IDENTITY = Who are you?

SALIENCE