Pepsi Twist Final 482652

LAUNCHING PEPSI TWIST in BANGLADESH

North South University

School of Business Prepared For Syed Kamrul Islam Lecturer, Mkt#337 Prepared by Group # 07 Dilruba Khan #031305030 Samsul Hasan Khan 062500030 Tonmoy Ahmed 071057030

ID ID # ID #

M. Shahriar Bappi 071152030

ID #

Yaseer Arafat 072097030

ID #

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5

Table of Content Company Overview 1 2

Historical Background

07 07

EXISTING PRODUCT INFORMATION

08

Product Characteristics

08

3

COMPETITIVE ANALYSIS

09

4

SWOT Analysis

13

5 6 7

PLC CURRENT PROMOTIONAL ACTIVITIES Survey Analysis Demographic information Media Information Advertising Plan

14 14 18 18 18 23

Advertising Objective Budget

23

8

Story Broad

25 31

Sample Logo

31

Sample ment

32

Media Plan Media Selection

33 34

3

5

9

Conclusion

36

10

Bibliography

37

11

Reference

37

Letter of Transmittal 02 December 2008 To Mr. Syed Kamrul Islam Faculty, North South University 13, Kamal Ataturk Avenue Banani, Dhaka Dear Sir, Subject: Submission of project paper Here is the project paper titled: “LAUNCHING PEPSI TWIST in BANGLADESH” as a part of our course MKT 337. We like to thank you to assign us this project paper through which we got an opportunity to get idea hoe to launch a product in a country & how to it. We hereby like to request you to accept our paper.

Sincerely, Dilruba Khan

ID #031305030

Samsul Hasan Khan

ID # 062500030

Tonmoy Ahmed

ID # 071057030

M. Shahriar Bappi

ID # 071152030

Yasser Arafat

ID # 072097030

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Acknowledgement

•

First of all, we reward to almighty Allah, who has provided us the brilliant opportunity to build and complete this term paper successfully.

•

We would like to express our feelings and great affection with our heartiest appreciation to the most respectable and honorable course instructor Mr. Syed Kamrul Islam for her kind co-operation.

•

We would like to thank our senior brothers and friends who have helped us by giving valuable advices and experience.

•

We would also like to thank to lab for providing guideline and information.

•

Last of all, we would like to thank the honorable authors of the book “Advertising, Principal and Practice” William Wells, Sandra Moriarty, and John Burnett because we have taken a lot of information from their book and also thank to Pepsi Co. Bangladesh to provide us important information.

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1.

EXECUTIVE SUMMARY

Pepsi Cola is one of the best beverage companies in operating domestically and internationally. Pepsi Twist is one of the successful brands of Pepsi Co. In this project we want to find out the scope of launching an international soft drink brand in Bangladesh by providing details of launching & promotion system of soft drinks in the forms of Licensing. In this project we found out the exiting product information of our brand Pepsi Twist, its target market, competitive advantage, media plan, opportunity and the budgeting of this company and the other factor. Besides we want to find out the customer’s choice, preference and demand by conducting a survey on the target audience. In Bangladesh there are many beverage companies, which are owned by domestic companies such as AFBL, Partex Beverage Ltd. etc. also, there were other international companies, such as Coca-Cola Bd. Ltd. which is doing its business within Bangladesh. After all of that we try to introduce a plan for the Pepsi Twist to launch in the market and compete with the competitors.

For

this

reason

we

evaluate

TARGET

audience,

PROMOTIONAL activities, BUDGET analysis, ADVERTISING method etc . Then we provide some recommendation for Pepsi Twist on the basis of our survey and applying new promotional techniques to communicate more successfully with the target audience. First we conducted survey which revealed some key information about our target audience like their consumption level of soft drink, average expenditure on food per day, which newspaper they read or which channel they see more often than the other. Then we developed some ments and made a budget of allocating the expenditure on which channel or newspaper we will show our ment so that we can do an effective communication with the target audience. From our perspective Pepsi Twist will launch very

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successfully in our country very soon as well as get customers good attention.

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1. COMPANY OVERVIEW Historical Background Pepsi is one of the world's largest beverage companies. People in more than 195 countries enjoy Pepsi. About 685 million servings are consumed almost all over the world everyday. Pepsi was first bottled in1903. One of the successful brands of Pepsi is Pepsi Twist. It is a lemon flavored cola, marketed by PepsiCo as an alternative to regular Pepsi. Pepsi Twist was introduced in the United States in the summer of 2000 and again in the summer of 2001. Pepsi had previously produced a lemon-flavored diet cola in the 1970s and 1980s in the United States called Pepsi Light Pepsi had also launched Pepsi A-ha, with a lemon flavor in India, in 2002.Pepsi Twist has been successfully marketed in Brazil (with lime instead of lemon), where a limited-edition version was also sold, the Pepsi Twistão, with an even stronger lime flavor. In Brazil, Pepsi Twist is still sold and in many markets, it outsells the original Pepsi. Pepsi Twist was also marketed in Pakistan in 2006. The product failed to capture the market, but it is still

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available in some supermarkets. It is marketed in Romania under the name

Pepsi Twist Lemon. It was sold under the name of Pepsi Twist until recently, and its diet counterpart, Pepsi Twist Light Lemon. It was also introduced in Poland in the summer of 2002 and is sold thereafter. In the United Kingdom Pepsi twist is still sold to date. There’s also a "lemon and lime" version Pepsi Twist somewhat made a return in the summer of 2008 with the NFL Kickoff Limited Edition Flavor which boasts that it’s Pepsi "with a kick of Lemon".

2. EXISTING PRODUCT INFORMATION Product Characteristics In marketing a product is a set of tangible and intangible attributes including packaging, color, price, quality and brand plus the service and reputations of the seller. Transcom Beverage bottles the drinks under a franchise agreement with Pepsi Twist Export Corporation and supplies the drinks to the distributors in Bangladesh. The actual drink arrives by air from Pepsi's headquarters in Atlanta, USA, in a concentrated form.

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Products can be consumer or business products depending on their final use. Since the products of Transcom Beverages are not intended for further use in the production of other products, they are seen as consumer goods. Consumer goods can once again be sub-divided into convenience, shopping or specialty goods depending on their Characteristics. This report Identifies the Transcom beverage products as convenience goods based on its characteristics highlighted below:

Product Composition Dimensions PRODUCT BREADTH Pepsi Twist

PRODUCT DEPTH Glass bottle:175ml, 250ml, 1000ml, PET bottle: 500ml, 1000ml, 1.5L, 2.25L, Can: 350 ml Fountain glass

Product Characteristics Consumer Involvement (time and Quite low effort) Need for satisfaction

Usually immediately (sometimes per-

Price and quality comparison

plan purchased) Absent, since all Transcom products are uniformly priced and quality is centrally

Price

controlled. Moderate (compared to other drinks

Frequency

like fruit juices) Normally frequent (consumers buy it

Length of Channel

according to their desire) Quite long (products are not directly supplied to consumers any more, rather they are supplied through middlemen)

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3. POSITIONING STRATEGY/COMPETITIVE ANALYSIS In order to develop the overall marketing strategy competitive analysis is very important for every organization. For this purpose “Porter's 5 forces analysis” is very common and effective tool. It is a framework for industry analysis and business strategy development developed by Michael E. Porter in 1979 of Harvard Business School. It uses concepts developed in Industrial Organization (IO) economics to derive 5 forces that determine the competitive intensity and therefore attractiveness of a market. Porter referred to these forces as the microenvironment, to contrast it with the more general term macro environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. A change in any of the forces normally requires a company to re-assess the marketplace. Strategy consultants use Porter's five forces framework when making a qualitative evaluation of a firm's strategic position. It gives us a good explanation for the profitability and performance of Pepsi Twist in the local market. Porter's Five Forces include three forces from 'horizontal' competition: threat of substitute products, the threat of established rivals, and the threat of new entrants; and two forces from 'vertical' competition: the bargaining power of suppliers, bargaining power of customers. The overall process is shown in the diagram presented below.

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In order to develop farms marketing strategy and plan marketing manager need to understand the completion that is present in the market place. The competition can be direct brand completion and indirect brand completion. So in order to analysis whether the “Pepsi Twist” has competitive advantage in of having quality products, effective and dominating distribution network, superior quality service, reasonable price.

Intensity of competitive rivalry within industry Rivals are competitors within an industry. Rivalry in the industry can be weak, or it can be strong. If there are too many competitions are present in the market then the situation will be intense and if there are few competitors present in market then completion will be low.

Factors affecting the intensity of rivalry •

Number of brands: There are a few brands in the Soft Drinks

market of Bangladesh. These are- Coca-Cola, Pepsi, Mojo, Rc-Cola, Pran-Cola, Uro-Cola. However “Pepsi Twist” has to compete with all these other brands. •

Product differentiation: “Pespsi Twist” has differentiated their

product according to consumer preferences. They have different bottle size available for different group of consumers. Currently they are offering 4 types pack size to meet the customers demand.

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•

Exit barriers: There are almost no exit barriers in this industry.

However, this industry requires a huge sum of investment which can be a barrier for a firm to cope up the exit cost and shrink the brand image associating with the product. •

Level of advertising expense: Level of advertising expenses is

comparatively high in this industry as this is a Fast Moving Consumer Goods (FMCG) which has a wide range of switching option. So, massive advertising is required to shape the consumer’s attitude toward the product. However, level of advertising expenses varies from firm to firm according to their marketing strategy.

Threat of new entrants The threat of new entrants rises as the barrier to entry is reduced in a marketplace. It seems that, as more firms enter in a market rivalry increase, “Pepsi Twist” is facing more competition. Though they are maintaining the market share successfully they are doing so with a highly competitive market.

Factors affecting the threats of new entrants are •

Government policies: There are no government policies which restrict the entry on this industry. So, new competitor can come anytime to the industry.

•

Capital Requirement: The information provided by the Brand Manager of “Pepsi Twist" the initial investment of Pepsi was 100 core TK which is very large comparing with the capital market structure of Bangladesh in private limited companies.

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Pressure from substitute products The existence of close substitute products increases the propensity of customers to switch to alternatives in response to price increases (high elasticity of demand). However, we identified Soft drinks sold in fast food shops of cities to be the closest substitute of “Pepsi Twist”. However, other substitutes can be Sprite, Fanta, 7up & Mirinda etc.

Factors affecting the pressure from substitute products • Perceived level of product differentiation • Buyer switching cost • Buyer propensity to substitute

Bargaining power of buyers (customers) There are two types of buyer power. The first is related to the customer’s price sensitivity. If each brand of a product is similar to all the others, then the buyer will base the purchase decision mainly on price. However, Pepsi Twist has charge the same amount of price that the competitor offers. So, we can say that the Pepsi Twist is not price sensitive.The other type of buyer power relates to negotiating power. Larger buyers have more leverage with the firm, and can negotiate lower prices. However as an FMCG the buyers do not tend to negotiate with the Pepsi Twist.

Bargaining Power of Supplier A few factors that determine supplier power include: •

Supplier concentration

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•

Supplier switching cost relative to firm switching costs

4. SWOT ANALYSIS of ‘PEPSI TWIST’ STRENGTHS

WEAKNESSES

•

Strong value proposition

•

Current shortage in production

•

Superior product performance

•

No direct marketing

•

Better product life and

•

Limited Export

durability

•

Limited budget for

•

Regular consumer research

•

Excellent marketing channel

•

Prestigious Distinction and

ments •

No regular training program

Certification •

Fully automated manufacturing process

•

Strong IT solutions and broader communication system

•

Committed Management Level

•

Develop market with existing

•

Currently no threats

products

•

Invention of Disease causing

OPPORTUNITIES

THREATS

•

Current Market leader

•

Higher Profit Margin

•

Strikes and political crimes

•

Greater Consumer Response

•

Environmental disaster

•

Extended export opportunity

•

Frequently changing lifestyle

•

New product development

bacteria

5. PLC:

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6. CURRENT PROMOTIONAL ACTIVITIES Pepsi was always concerned and it designed to appeal to its target audience. So Pepsi twist attaches great importance to promoting a positive image of its products and activities. However, the company will carry out several promotional activities to reach a vital and potential group of consumers.

Market Segmentation and Target Audience Profile: SEGMENTATION STRATEGY Market segmentation is used to recognize product markets comprising people, businesses or other organizations with similar uniqueness and thus similar requirements (Helgesen, 2005, pg 225). It basically refers to the division of the target market on the basis of ‘certain preferential variables’. The main purpose of segmentation is to achieve the specific positive sales results by particularly

specifying

potential

customer-bases

with

similar

traits/preferences/characteristics. Segmentation of “Pepsi twist” can be done on the basis of factors such as: 16

5

Now for our own convenience, we have divided our market in different segments. It is done because the attitudes, psychographics, and income range is different for different segments. Here we have developed a unique message, which will fit in different segment and different ment media and ment for reaching different segments. In this project we have developed three segments. They are Demographic, Psychographic, and Geographic. 1. Demographic: under this segmentation come social and economic factors that influence the buying behavior of the customers. It is the statistical representation of the social and economic characteristics of people like age, sex, income, occupation etc. now if we look at the factors that included in the demography we will find our target customers in those sub segmentations. Like •

Age: here from age 12 to 50 is our main target audience. The

exclusive target age group is age 10 to 25, the student segment. •

Sex: Our target customers include both male and female.

•

Occupation: Mainly the students and fresh employees just

entered into their job. •

Income: Minimum monthly income range is Tk 5,000.

2. Geographic segmentation: Under this geographic segmentation, we have target customers residing in different areas of this country. Mainly we have targeted the whole country and our target is mass. Wherever our target customers match the characteristics of the Demographic and Psychographic segmentation becomes our target customer. It means that our distribution

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should be so well and so geographically standard that it does not create any geographic differentiation. 3. Psychographic Segmentation: Under this Psychographic segmentation deferent factors actually will be affecting our ment and advertising message. Those factors are: •

Life style: Actually people with funky lifestyle are our target

customer. Here especially the college going students who drinks the Pepsi twist regularly, and drink it with a different style is our customer. Followers of the western culture and life style are our main target customers. •

Brand

Loyalty:

One

of

the

main

objectives

of

our

ment is to keep our existing customers loyal. On the other way those who are loyal to the other brands, take them to our product. •

Desired Benefits: for the health customers coke has designed

the Diet coke. So our message will also bear messages for those customers who look for any extra benefits from

Pepsi Twist Target Market Presently Pepsi Twist is targeting the mass. It means that they have comparatively same ment and selling strategy for each segment and each different age group. But here our main focus will be the young generation and for them we are developing our advertising plan and strategy.

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Here one thing is to be noted here that, under the Pepsi Twist Company we have another two different kinds of beverages and they are Sprite and Fanta. So our main advertising for Pepsi Twist will be in a way that it should also simultaneously bear the messages for those two beverages. One thing cannot also be ignored. That is we need to consider the retailers perspective for planning our ment. Because if they don’t put the product Pepsi Twist in their shelves, it is obvious that our target customer will not find it when they required and they will be dissatisfied towards this brand. So our ment will also convey the messages to the retailers.

Current Target Market Pepsi expanded its target audience from the adult to all family who required cheer and joy. Pepsi was a great taste to be enjoyed by everyone. The teenagers remain a key target audience for Pepsi's marketing, despite increasing public concern at the health impacts of sweets and fizzy drinks on young people. Although Pepsi claims that it practices strong self -regulation and does not target children under 12 in its advertising. The company has billions of vending machines in schools, which proves it has a heavy impact and influence on the children who derives pleasure in consuming the product. Pepsi Twist sale~ representatives have distributed training packs at schools called 'Education Thirst', providing facts on how children can get enough fluids, control their weight and maintain dental health. Such actions by the company prove its main focus on the target audience which is the children although the company intends to sell its products to consumers of all ages.

7. SURVEY ANALYSIS

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In our project, we did a survey on the buying behavior of the soft drink consumers. In this survey we peaked the over all soft drinks customers randomly. Here, for about 100 persons participated in this survey and they expressed their thoughts regarding taste, brand, price, packaging and so on about soft drinks. The overall findings of the survey has described below with statistical data analysis.

Demographic Information From our survey, it is found that most of our target audiences are between 12 to 50 years old. At the same time it includes both male and female. And they are mainly students and fresh employees just entered into jobs and minimum monthly income is not less then 5000 taka. An estimation on expenditure of soft drinks show that over 80 % of target audience spend 400-600 taka per month. 12% people lies between 601- 900 taka. And only 8% of our target audience spend 900 taka and above.

Estimate expenditure on Soft Drinks

12%

8% 400-600 601-900 900 and above 80%

Factors pushing for soft drinks:

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According to the survey report, 70% of target audience feels that because of weather conditions they are intend to have soft drinks rather than any other foods or drinks. 15% like to have it after heavy diet. Another 8% state that they simply like soft drinks. 2% have soft drinks because of hygiene factors

while the rest 5% like it because of similar pricing to mineral water.

Price Sensitivity:

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Among our target audience, only 7% are heavy price sensitive while the majority of the target audience which is 82% are moderate amount of price sensitive. In contrast, 5% of target audiences are low price sensitive while the rest 5% simply don’t care about price.

Factors that Make Soft Drinks Ad Interesting

12%

5%

6% Modle Theme song Story Board Message 77%

Media information Factors in soft drinks ment: 77% of target audiences are concern about the theme song of a soft drink ad, while the other 12% cares about the story board. The rest 5% and 6% think the message and model respectively as the main things which motivate them towards the product. Type of promotional sponsoring soft drinks should go for:

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Soft drink should sponsor entertainment program, the majority of people which is 86% believe this. Another, 11% thinks that Soft Drink Company should go for sponsoring sport events. 2% people posses the thought that they should for educational program while only 1% think that they should sponsor charitable events.

Favorite TV Channel: In overall data analyses, NTV secured the first position. From the survey report it is found that the majority which is 40% ranked NTV as number 1, in second position is BTV backed by second majority of people which is 25%, number 3 is ATN backed by 15%, channel I is in 4th position backed by 12%, RTV is in 5th position backed by 5% of people while other TV channels like Channel 1, Baishakhi etc. are backed by only 3% among TV channels. 23

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Favorite newspaper:

To choice the favorite news paper, 66% people ranked Prothom Alo first. In case of popularity, second position is secured by Daily Star, which is 17%. To 7% target audience, Jonokontho is their favorite. 4% of people like Ittefaq most. Observer and New Age secured the fifth position which is liked by 2% people. In sixth position are Independent and Manobjomin together which is backed up by 1% target audience.

8. ADVERTISING PLAN FOR THE BRAND Advertising Objective

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Before doing any type of advertising plan for Pepsi it's important for us to know what our true objective is. Surely our objective is to make money. Marketing, however, is more than that. It's creating a desire for what you have to sell. A good marketing campaign has people humming a tune or hearing the words to a company's jingle long after they have seen a product's commercial. We may not have the advertising budget to hire a large agency so; we need to decide which method of advertising we will use. Before using the method, we need to set the aims and goals of the campaign. In advertising, the welldeveloped campaign has aims and goals. Advertising objectives are generally placed in two categories: •

Direct-action objective: Sales

•

Indirect-action objective: Communication.

Here for the direct action objective our main objective is to sales of the Pepsi Twist. And in the indirection action objective our main objective is to communicate our messages to our customers about the product Pepsi Twist. Beyond those primary and secondary objectives, we also have different objectives. They are: •

INDUCE TRIAL: Those who are not the brand loyal customers of Pepsi, here our objective of the advertising campaign is to pursue them to have a trial of our product Pepsi Twist.

•

INTENSIFY USAGE: As one of the leading brand in our beverage industry, we have so many brand loyal customers. But it is to consider here that most of them may be infrequent in purchasing

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the product. So here our advertising campaign will be to intensify usage among the existing customers. •

SUSTAIN PREFERENCE: Pepsi Twist has to heavily in good times and bad times in order to maintain product awareness as well as preference.

•

CONFIRMS IMAGERY: The illustration, the copy, and where the ad is placed all serve to confirm what the customer already thinks about the product. If an ad for Pepsi Twist were run in unpopular media, the ad would serve to confuse the image of the product and should be avoided.

•

GENERATE SALES LEADS: Here in many countries, the market of the Pepsi Twist may not in the leading position. So to be the leader in the market it is obvious that we should design our promotional ad in such a way that it generates a sales lead in the current market.

•

INCREASE SALES: For any organization the ultimate objective of the advertising campaign is to introduce brand image to increase sales. Here our advertising should contain such messages so that we actually motivate to buy and thus increase the sales of Pepsi Twist.

Budget

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For launching Pepsi Twist in Bangladesh in markets while budgeting we have to consider some specific things. The things are promotional cost, salary cost, rent cost, ingredients cost, package cost, transport cost & other costs. Fixed cost: Promotion cost - TK 2, 37, 65,700 Salary cost – 39, 00,000 Rent – 24, 00,000 Variable cost: Ingredient cost – 5tk per 250 ml Package cost – 2tk per 250 ml Transport cost – 1tk per 250 ml Cost per 250ml bottle = fixed cost p + variable cost = 6+5+2+1 = 14tk Total cost = 2,37,65,700 + 39,00,000 + 24,00,000 + 3,00,00,000 = 6, 00, 65,700tk Price charged for 250 ml = 15tk Break even = 15*40, 04,380 = 6, 00, 65,700tk

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So if the company can reach to sale 40, 04,380 bottles it could reach its break

even.

Before going to budgeting and timing for the ment, we should take into consideration, in which media we are placing our ads and what media cost how much. We divide our advertising program into two stages, one is prelaunch of the Ad campaign and the other is Actual Launch of the Ad Campaign. Before dividing our advertising budget, we need to look on which are we are going to emphasize. We will place our ads on: •

Print Media: Prothom Alo, the Daily Star, Ittefaq, Jonokontho.

•

Electronic Media: NTV, ATN, Channel I, Channel 1, RTV, etc

•

Out of home ment: Billboards, Transit Advertising,

Concerts, etc •

Public Relations: Press Release, Newsletters.

•

Push Strategy: Promotional Incentives to Retailers.

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Advertising Budget

Actual Launch of the Promotional Campaign

Pre-launch of the Promotional campaign

Print Media

Out of home ment

Electronic Media

Budgeting for the Print Media: Newspaper Prothom Alo

The daily Star

Jonokontho

Position 1st page, 10

No of Days Rate 3 days a week Tk 6500 per

inch 10

(12 days a

inch per

column

month)

column/day

3 page, 6

(approximate) 3 days a week Tk 4000 per

inch 6 column

(12 days a

inch per

month)

column/day

rd

3 page, 4

(approximate) 3 days a week Tk 4300 per

inch 4column

(12 days a

inch per

month)

column/day

rd

Cost Tk 78000

Tk 48000.

Tk 51600

(approximate) Total Print media cost per month: TK 177600 Advertising Budget for the Electronic Media: Channel NTV

Time Slot 7 pm to 10

Duration 30 sec

Rate Tk 118 per

pm

each ad X

second(approximately

60 ads per

)

Cost Tk 212400

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BTV

7.30 pm to

month 30 sec

TK 750 per second

10pm.

each ad X

(approximately)

Tk 900000

40 ads per ATN

6.00 pm to

month 30 sec

Bangla

10 pm.

each ad X

TK 200 per second (approximately)

Tk 300000

50 ads per month Total Electronic media cost per month: tk 1412400 Advertising Budget for the Out of Home Advertising: Number of

Size

Rate/month

Cost for Ten

Billboards 25

30/20 feet

22500

month Tk 562500

Number of Buses 24

Rate/month 10,000/=

Cost for Ten months 2400000/=

Total out of Home Ad cost for Ten months: Tk 8025000

Budget for Public Relations: Number of Press

Hall Cost/Hour

Duration/month

Cost

12,000/=

2 hrs

72000/=

Meetings for three months 3 Concerts: Name of the

Rate per

Band

Concert per

LRB

month TK 40,000/=

Venue

Venue Rate

Total Cost for three months

Fantasy

TK 1,00000/=

TK 420000/=

Kingdom 30

5

Promotional Incentives to Retailers: Number of

Free Bottle

Cost Per

Cases of

Total Cost for

Distributors

offered per

Bottle

Bottles(250 ml)

nine months

Outlets

Case

Sold per month (average) in all Distributors (approximately

110

2

TK 12/=

) 25000

TK 225000

Approximately

5400000/=

Note: All these print and electronic rate figures are based on estimation.

Total Budget for one year:

Media

Total Cost

Print Media Electronic Media Out of Home ment Others (Sales promotion, PR, Personal selling etc.) Total cost for one year

TK 10,21,200 TK 88,27,500 TK 80,25,000 TK 58,92,000 TK 2,37,65,700

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Total Advertising Budget for one year Print Media

Tk 5892000, 25%

Tk 8025000, 34%

Tk 1021200, 4% Tk 8827500, 37%

Electronic Media

Out of Home ment Others (Sales promotion, PR, Personal selling etc.)

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Story Board Two friends were walking through the desert and they were very thirsty. In that desert, it was very tough to find any drinks and they were actually dying for thrust. Suddenly in that desert, they saw the mirage and mistook that as a lake of water. They jumped on that and stubbed against on a “Cherag or popularly known as Aladdin’s Cherag”. They polished it thinking that the ghost of “Aladdin’s Doitto” will come out. But the weather was so hot that the “Aladdin’s Doitto” even refused to come out of the Cherag. The Aladdin’s Doitto asked for the two friends wish. The two friends said, “We are very thirsty. Do something for us.” After sometime smoke came out and they found themselves in a tropical place where the weather are very refreshing and they were actually drinking Pepsi Twist with style.

Sample Logo

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Sample ment

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Media Plan for Advertising Pepsi Twist: For sending our messages to our target customers, before planning for the media we need to plan for ment campaign. Here our ment campaign will include the following things: •

Press Release/ or the Press

•

ment through Electronic Media

•

Promotional Activities

•

Personal selling to the Retailers

•

Sponsorship for different popular events

Here before going to the actual media plan, we need to see the psychographics of our target customers and who likes which media for their entertainment:

Advertising through Media One-Way

Attitudes

Knowledge

Preference

Conviction

Purchas e Behavior

Linear Acting on Consumers Source: http://www.homepages.dsu.edu/coffeyd/Courses/B %20481%20Promo/481%20B%20-%20misc%20stuff/Belch%20ppt/chap007.ppt

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Young Generation Those who are interested in the latest music and films, and must be the first on the block to own this entertainment and embrace it. Media Usage: •

Print: Quality Daily Newspapers (The Daily Prothom Alo, the Daily

Star, Jonokontho, The daily Ittefaq, New Age etc.) •

TV: NTV, Channel I, BTV, RTV, Bangla vision, Channel one, ATN

Bangla, Ekushey etc. •

Other: intensive use of the internet, possibly WAP (internet over the

mobile), heavy cinema goers, little radio (has mp3 CD-player in car, or listens to internet radio) Adults Here includes those people who actually falls under 25 to 45 age group Media Usage: •

Print: Quality Daily Newspapers, magazines etc

•

TV: Knowledge based programs and News

•

Others: Internet, Seminars, Educational programs, etc.

Now we know which target group prefers which media and the time of acceptability of the ment. So based on that our media strategy will be:

Media Selection

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TV is a favorite medium because of its wide reach and its high impact that is useful for showcasing a high impact product such as Pepsi Twist. The volume of TV ads however is limited by its costs but popular target group programs (consult research) and times should be used as extensively as possible. Print adverts will be placed in quality and Daily newspapers. The favorite weeklies and Dailies are The Daily Prothom Alo, The Daily Star, Jonokontho, New Age etc, and Weeklies are Annona, Saptahik 2000, Robbar, Chitro Bangla etc.

2%

Favourite Newspaper

2% 1%

Prothom Alo

17%

Jono Kontho

1%

Ittefaq Jugantor

0%

Monbjomin

4% 7%

66%

The daily star Observer New Age Independent

From this pie chart we can see that The Daily Prothom Alo got the highest preferences from the survey and we are going to place most of our ads in that daily newspaper.

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PR activities will concentrate on target audience print publications but also involve TV programs that deal with music and movie such as Closeup-1, Music Express, Movie World, and Sinemar Gan etc. Promotional Sponsorship By Soft Drinks 1 11

2 Educational Programme Entertainm ent Sports Charity

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From the pie chart shown above, we can see that our target audiences like entertainment sponsorship by any kind of soft drinks. Though most of our Public

Relation

expenditure

will

be

spending

for

the

Entertainment

sponsorship, but partly we will spend for the sports event sponsorship. Outdoor billboards should be placed in urban areas to reach the broad audience of car drivers at a low cost. Placing these at busy junctions will complement TV and print advertising and be visible where public movement is comparatively high. We will use cinema because a high portion of our target audience is a cinema or movie lover. They would like to have some soft drinks with the popcorns to see the movie. If we can place ads in every cinema or movie theater properly, surely we can say that our target audience will reach properly. Radio advertising might be useful but we feel that radio will be able to exert the necessary impact to convince.

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9. CONCLUSION Finally we can say that, for efficiency of any promotional campaign it is very important to determine the budget of the camping. Otherwise we will not be able to determine the programs that will be executed during the campaign. Here in our advertising and promotional campaign the budgeting and programs has been properly determined so that it can reach to the target audience with proper message.

10. BIBILIOGRAGHY •

Stoddard, Bob. Pepsi-Cola - 100 Years (1997), General Publishing Group, Los Angeles, CA, USA

•

Pepsi Can Gallery

•

PepsiCo India

•

The Encyclopedia of Pepsi-Cola Collectibles

•

Beverage Digest, March 4, 2005 (PDF)

•

Pepsi World - FAQs - ADS & HISTORY

11. Reference •

www.pepsico.com 39

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•

www.pepsitwist.com

•

www.transcombeverage.com

•

Beverage World Magazine, January 1998, "Celebrating a Century of Refreshment: Pepsi — The First 100 Years"

•

Mary Bellis, about.com

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