FORMAT BRIEF – ADVERTISING CAMPAIGN IN ENGLISH

Tutor
HURTADO LUIS

Apprentice
Natalia Bustamante Pereira

National Apprenticeship Service

SENA

Market management

2018
 CREATIVE BRIEF:
PEPSI CO.

2010-2011
BRIEF OF "INNOVATIVE AGENCY"

1. the company
In New Bern (NC), Pepsi was originally designed to cure aches of stomach 1890 ,
Bradham coined the name Pepsi from the 'Ditspepsia' disease. After 27 years of
progressive success, in 1931, the "Loft Candy" candy company bought Pepsi Cola.

PepsiCo, the company of Pepsi, is also owner demarcated as 7Up,

Gatorade, Frito-Lay, Quaker Oats and Tropicana, among others.

2. the product-history, manufacture, sales and

distribution.

Over time pepsi has innovated its packaging, its logo and its label
because through that a generation is emerging, it is a totally different to
the previous group of consumers; being so that the mode of sales
strategies also they innovate and go by attaching to the new generation
that emerges.
In regards to the distribution method is a lot more focused towards the
needs of the consumer, i.e. to bring the product all the possible places
where there is a need to drink.

With its pepsi bottling group bottling company, it is much more easy to
distribute its products to many more local and return to supplement
product when this ends.

3. the market.-information of price, sales,

segmentation, participation of product or company
in the market.
Market segmentation: Worldwide its segmentation is based on all kinds of
consumer either varis ages, sex, etc.

Participation of the product on the market: Of agreement the company

euro analysis worldwide non-alcoholic beverages around the world of coca cola
and pepsi are the ones with more participation, with a share of 25.6% and 13.4%,
respectively

Whereas the contribution of Pepsi and Coca Cola, you can see that the
two companies concentrated almost the third part of the market
worldwide, staying well above the rest of the competitors.

The consultant pointed out that both companies have focused on

expanding their businesses through the segmentation of production of
non-carbonated beverages; While Coca Cola portfolio integrates
functional beverages, PepsiCo increases the participation of other
categories of non-carbonated, such as juices.

4 competition-what it is doing and where is

positioned?
Your biggest competitor is the also-American Coca-Cola and similar to
pepsi today have focused on doing charitable works and in
advertisements focus more on your products and their benefits.

Competition indirect as Nestle and gatorade drinks have gained ground

gradually, since consumers have been turning to healthier products and
waters, away from sugary and carbonated sodas, causing falls in sales of
pepsi and rival Coca-Cola.

5. the consumer-are able to consume our product?

Clear because pepsi has several presentations of their beverages from
250 ml to 3 liters, allowing it to reach all social status without exception.

6. marketing goals-goals that it intended to get the

company on the market.
-growth of market enabling it to overtake its rival coca cola.
-maintaining a diverse work force to promote a multicultural company.
-care for the environment and project that good image towards new
generations in the care of the planet.
-make each country is identified with the brand.

7. marketing strategy-actions that you are making

the company.

As Pepsi strategy over the years and now presents new spots to promote
their brand by way of two themes: music and football. The notices, which
are projected, show famous singers and soccer players equally well
known for the public so that they feel identified with them.

Promotions and advertising campaigns in lathe to major events worldwide

and in developed countries as it was the 2010 World Cup and the super
bowl in the United States.
You will be magna campaigning to get ideas of how Pepsi consumers
change the world. Coca Cola, on the other hand, not is has been behind
investing in renovating parks, campaigns to improve eating habits, among
others, these actions have been taken to improve the relationship with
consumers because nowadays people buy brands aligned with
their values.

8. advertising objectives.

- Pepsi will continue betting on celebrity.

-With a market already saturated by all kinds of beverages, so far

as advances in sales of cola drinks only aim to remove points to rival coca
cola.

- Pepsi Co. It will launch the campaign "The Pepsi Refresh

Project". Pepsi already had social projects, however the novelty lies in
that for the first time the money earmarked for the campaign does not
arise from the Pepsi Foundation for philanthropic activities. Now, the
campaign will be financed by the budget which was destined before the
advertising.

9 Target group, (target audience) sector of

consumers that is intended to reach.
Pepsi has as target objective to all kinds of people of all ages because
other brands which has pepsi co, they cover all kinds of consumers
already is any religion, color, age, etc.

10 budget, economic volume available to the

company for the advertising game.
In regards to the 2010 Pepsi will reduce their investment in advertising to
20 million dollars and the rest of the budget allocated to social projects in
United States

11. advertising strategy.

-Implement stars of film, music and sports in the ads.

-implement social responsibility as a new advertising strategy.
-Giving consumers the opportunity to think how really cool their
communities with social work.

CREATIVE BRIEF (ADVERTISING STRATEGY)

1. Identification data
Client: PepsiCo.
Date: September 20, 2010
Campaign: Reminder.
Brand: Pepsi Cola
Budget: $435.844,00.

2. Positioning

Current position: According to the euroanalisis global company pepsi

drinks are that more participation are behind coca cola, with a stake of
13.4% of Pepsi and coca cola 25.6% respectively.

Ideal position: In the future we have raised continue to grow market

share and be leaders around the world, providing a quality product at
affordable prices.
Positioning of target group: All types of consumers of all ages from
children to adults, and so also Pepsi has the product for all
socioeconomic lines.

What is based on the cultures of people, Pepsi has managed that people
from different cultures to identify with the brand.

-Lifestyle: Pepsi has managed to fit in the different lifestyles of

consumers, since their products are available for low, medium and high
levels.

-Attitudes of purchase:
-Perceptions
-Significant projections (culture, ideologies and preferences)

3. Basic promise

- It has various lines of products focused on the needs of the people

such as diet pepsi, pepsi boom (without caffeine), pepsi 0 calories,
including more that than to be innovative in their products also to
the company concerned the health and well-being of its customers.

- One of his promises more renewed is caring for the environment

and in fact their products are disposable and not affect the
environment so give an example to future generations of young
people in protecting the environment.

- In the ingredients of the product promise Basic is refresh and

quench the thirst taking pepsi, although currently not be taken this
drink as well as competition as something healthy for health, but
with the proper advertising and phrases that has launched has
done that com entario less harmful to the company and the product.

4. Reason Why
Quality and marketing are the key factors of pepsi that has as a brand.
That is why over the years pepsi to worked with several messages that
reference your brand as a quality and more all people identified with it.

Phrases such as:

 - Double size (1934)

- The double is a lot for a Nickel (1939)

- Largest drink, taste better (1943)

- Why take less if Pepsi is better? (1949)

Years later moved to the Pepsi approach, and to realize that his
adversary was a somewhat older brand, decided to take this to their
favour and auto - proposed as option for young people, making Coca-
Cola could be seen as something old with phrases like :

- Now this Pepsi for those who think young (1961)

- Back to life! You are in the generation Pepsi (1963)

- La opción de la nueva generación (1984)

- Una generación adelante (1989)

- Sé joven, diviértete, bebe Pepsi (1993)

- Generación siguiente (1997

Otro detalle es que asi como ha cambiado sus frases tambien lo hizo con
su logo que viendo el logo actual a tenido un cambio radical al logo
original pero asi como fue utilizado como estrategia para captar y ser
parte de una nueva generacion ha dado excelentes resultados donde su
reason why es parte de la cultura general de los consumidores.

5. UPV (VENTAJA DIFERENCIADORA)

Pepsi a travez de los anos ha realizado estrategias para tener como

ventajas diferenciadoras sobre coca cola y sobre los productos sustitutos
y estas son alguns referenciaas:
 - Auto-proponerse como la opción para los jóvenes, haciendo que
Coca-Cola se viera como algo viejo.

- Logotipo totalmente renovado pero manteniendo la escencia de la

marca que ha servido para captar la nueva generacion de jovenes
y asi mismo manteniendo sus consumidores que ya conocian la
marca desde hace anos atras.

- Sus publicidades tienen enfoques de colores vivos y frases que se

asemejan a una reflexion e inspiracion positiva donde es aceptado
por las personas y emocionalmente se sienten identificada con la
marca.

- Al igual que coca cola tiene una amplia de bebidas de la misma

linea pero con la diferencia que pepsi tiene apuesta a sabores
nuevos donde atrae otro tipo de consumidores que antes no
consumian dicha bebida.

- The company Pepsi Co. It has natural beverage brands and

moisturizing number one around the world which makes one of the
most solid in the world market.

- Pepsi focuses on all the cultures of people where the current

customer feels identified by the brand and the potential customer
feel attracted by the advertisements of the brand.

PVU. (Slogan)
- Great moments with Pepsi

6. Tone of communication
- Emotional: Is proven that Pepsi has an emotional effect to
consumers because being a soda that does not provide any
nutritional benefit to human beings in the same way is highly
consumed and this is given by the fact that the brand
campaigns advertising where people feel identified with it, whether
it's his message that conveys or images and songs which offers to
the public.
 7. Hub of the campaign

Since the success that took in 1970 Pepsi Cola when he launched an
attack on Coca Cola trying to reposition its "Pepsi generation" ad, which
painted it as young people, while Coca Cola drink, by deduction, was for
older people.

We have come to the conclusion that we will continue along the same
lines as its previous advertising campaigns because the standards of
those who have focused on Pepsi and its greater Coca Cola competition
have already been defined, which is why, presumably, even if coca cola
follows our advertising line will not have the reception that has pepsi.

Then the axis of the campaign or the advertising message will be focused
on young people, being of people of different cultures, status and region;
they all have in common that pepsi is the best drink.

8. CONCEPT OF THE HOOD

The basic idea of the television advertising campaign will be focused on

several people from different cultures and different statuses from ages 10
to 25, where they have no contact and do not know each other, leave
their homes and while they carry out their daily responsibilities they will
arrive to a point where everyone will be in a park and buy pepsi cola and
that is what these people will have in common.

That does not matter race, color, culture, religion, pepsi unites them.