The Imc Planning for Pepsi
Autor: psoubhagya • March 10, 2012 • Study Guide • 355 Words (2 Pages) • 1,707 Views
The IMC Planning For PEPSI- Youngistan ka Wow !!!
The long term communication objective is based on the Target, Segment and positioning for the Pepsi.
The Segment of Pepsi
The target segment for Pepsi is based on the following factor which is as follows
Age
The Average age of Indian Population is 38.So India is a quite young country. Other competitors like COKE, THUMSUP are also targeting this age group of people who are young and daring. The Age group will be young vibrant people age group of 17-35.
Geography
As per product mix Pepsi is having products both for rural and urban India. Pepsi is having chhota Pepsi for rural people where the customer is very price sensitive. Urban population they have all the products from 200ml to 2.5 litres.
Behaviour
In occasions like parties, birthdays, sports and regular occasions the soft drinks are preferred at every occasion. It is liked by each and every member of the family whether a child or an adult or a teenager. Even if there is no occasion due to environmental factors people do purchase Pepsi.
Targeting
Pepsi targets both the rural as well as the urban segments. For urban segments the targeting strategy is trendy cans, fridge packs which is mostly trendy and liked by the youngsters. The rural market is targeted with entirely different strategy altogether. They keep price as an important decision making variable.
Positing
Pepsi has always been brand that embodies the most prevalent youth sentiment. Over the years as ‘youth’ has evolved, so have Pepsi.
Pepsi prefers to position itself as the beverage choice of
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