Company background

Mr. Caleb Bradham a pharmacist of New Bern, North Carolina changed a name “Brad’s drink” that he made for customers in his drugstore to be a name Pepsi- Cola on 28 August 1898. Pepsi always uses famous presenters to advertise campaigns. For the main concept of Pepsi is a drink of new modern generation. In Thailand, Pepsi launched the first on 18 March 1953 at seven o’ clock. A slogan this year is "Refresh Everything" and (during many commercials) "Every Generation Refreshes The World".

Produce lines

There are four products that sold in Thailand.
1. PEPSI Green
This is a concept that realize in environment by using green color to present a taste of Pepsi and peppermint.
2. PEPSI MAX 0 calorie
It’s a drink no sugar added. This is a good choice for new generation that takes care of health.
3. PEPSI I Can
Pepsi is a drink that makes fresh feeling and wins the heart of Thais for a long time.
4. PEPSI Twist
It’s new innovation of a drink. When tingle of Pepsi mix with a smell of lemon that can be a new taste.

Logo

A logo of Pepsi is a globe that has white stripe lay middle between red and blue color.
The logo is representation of leader and modernization. Furthermore, Pepsi makes logo to be refreshing and cheerful increasingly.

Target groups

The target group of Pepsi is teenagers that we can call “new generation” have ages between 15 and 19 year. Pepsi tries to create new product that it can mix with lifestyle of new generation.

Branding strategies

I analyze three main points that make Pepsi is favorite of consumers.
Firstly, Advertisements of Pepsi touch the heart of new generation. Additional, Pepsi creates easy remembered slogans and wins consumers’ heart.
For example, Pepsi is the best and Pepsi is the taste of new generation.
Secondly, Pepsi makes a concept of very advanced or future drinking. Hence, buyers feel smart, look up-to-date when drink Pepsi. On the other hand, if you choose Coke, you look too old.
Thirdly, images of Pepsi that they’re updated all the time. Pepsi changes new design, package and campaign to look outstanding and fashionable.

Positioning

Pepsi is a drinking for new teenagers. Pepsi is a part of the lifestyle of new generation. If you drink Pepsi, you are very smart and modern exactly.

Key successful factors

There are five strategies that make Pepsi is the number one.
The first strategy, Pepsi will research in new generation behavior by talking with target group, trend setter and blogger.
The second, Pepsi will produce advertisements use only in Thailand by using concept global concept to apply with them.
The third, Pepsi creates various activities on website pepsithai.com.
Next, Pepsi realizes in the lifestyle of teenagers. Therefore, Pepsi arranges two activities for new generation that are a contest compose songs with computer and play extreme sport.
The last, it is the first time of Pepsi that have a contest design packaging by Thai people.