The Pepsi Generation

Nancy Perry The Pepsi Generation MKTG305-01 prospect ating Management Unit 4 singular Project October 30, 2011 Abstract It takes many historic period to build a brand name. Pepsi is no exception. This musical com thought discuses what Pepsi means in nowadayss merchandise and how it has evolved over time. It akinly discusses the evolution of Pepsis patsy grocery and their competition. laurels endorsements disregard sell products and this paper discuses Pepsis endorsers as well as their competitions. The Pepsi Generation IntroductionPepsi genus low-down has been slightly since the 1893. Invented by pharmacist Caleb bradham, Pepsi was origin all(prenominal)y named Brads drink, it was renamed Pepsi Cola virtually ten years later (Bellis, n. d. ). The send in Todays foodstuff Pepsi is found everywhere. It is known by everyone. What started let out as a drink knowing to be enjoyed and to help in digestion has cancelled into a conglomerate that encompasses so oftent imes of our lives, our vocabulary and so many products that we take h honest-to-god of in our pantries. Today the Pepsi brand much than just a soft drink.It is uniformwise breakfast, juices, teas, side dishes, snacks, cereals and oatmeals, energy drinks, and in time water (Brands, 2011). Pepsi products atomic number 18 found in grocery stores, convenience stores, discount sell stores, and restaurants. The Pepsi logo is found on every thing from childrens toys to racecars and is a recognizable symbol all over the humanness. The Brands maturation Pepsi has come a long elan since its creation in Caleb Bradhams kitchen. Pepsi Cola went break up in 1923 and was later purchased by the pigeon loft Candy Company who tried to sell it to coca Cola.Pepsis first jingle-jangle was broadcast across the nation in 1940 (Bellis, n. d. ). in 1966 Pepsi is sold in japan and Eastern Europe for the first time. In 1970, sales exceed the $1 trillion mark with 36,000 employees (Our History, n. d. ). the 1980s saw Pepsi decease the largest beverage company in the world with more than 300,000 employees (Our History, n. d. ). By 1990, Pepsi had acquired Frito-Lay, Gamesa, Smarfood, Kentucky Fried Chicken, 7Up, and many other enterprises (Our History, n. d. ). The Brands set grocery store Today and YesterdayIn the early years of Pepsi, the target market was limited to the customers who frequented Bradhams Pharmacy in New Bern. Sometime around 1910, Pepsi started an ad campaign featuring women and celebrities (Caleb Bradham (1867-1934), 2011). This was a very prospered move on Mr. Bradhams part. Women beat al miens been the deciding force butt end household purchases, and celebrities grab the attention of the consumer. Pepsis target market today is pitch for a jr. crowd. The celebrities that ar occupied to be in todays commercials are well known to the progenyer generation.Of course, commercials are not the only way Pepsi attracts young pot. Pepsi sponsors concer ts for musicians that are fashionable with young people. They provide scholarships, arrange educational trips, they pay off away items like bicycles, cd players t-shirts, and concert tickets (Pepsi Market natesing, 2010). Positioning Of Competitors Pepsis biggest antagonist is coca Cola. Positioning by diffusion would not help coca Cola since Pepsi is found virtually everywhere coca Cola is found. Price positioning too would not help coca Cola because their prices are about the similar as Pepsi.Benefit positioning is a close way for coca Cola to position itself in the minds of consumers but Pepsi has one thing going for it that Coca Cola does not Pepsi has food products in its list of advanceds and Coca Cola does not. fool positioning is Coca Colas strongest method. They target the same young people that Pepsi does, the 15-25 year old range (Target Market of Coca Cola, 2010). Coca Cola targets upper reject and lower class students and family oriented people with agi le life styles who are fun agreeable and who loves entertainment.They are looking for people who are part of the mobile generation who are on the go and enjoy perceive to music and watching television (Target Market of Coca Cola, 2010). Coca Cola and Pepsi and similar products but they do pay off their differences. advert reinforces these differences, which can continue sales and pricing. advertizing also values the brands from their competition. However, there is a downside an step-up in competitive advertising can absorb an undesirable effect on the overall sales of each of the brands (Linton, 2011). The Celebrity Face of the Brand The Fit and the TargetIn 1984, advertising history was make as Michael Jackson and his brothers appear in Pepsi commercials. former(a) celebrities like Lionel Richie, Tina Turner and Michael J. disconcert soon followed in Pepsi commercials (Our History, n. d. ). Rap vocalist MC Hammer and Ray Charles appeared in commercials in 1991. All of the celebrity endorsers for Pepsi were elect to slay a specific target market. Britney Spears and Beyonce were chosen to reach the younger generation just as Michael Jackson was some twenty years earlier. Ray Charles was chosen to reach older consumers who grew up in the 50s and 60s.Other Possible Endorsers for the Brand Pepsi has done a good job keeping up with the times, utilizing the celebrity status of the most ordinary and well-known people to sell their product. match to TV Guide, the three most popular celebrities are Jennifer Lopez, Kim Kardashian, and Mariah Carey. All three have appeared in Pepsi Commercials. Natalie Portman, Hilary Duff, and Zooey Deschanel have never endorsed Pepsi and would reach their target audience. Hilary Duff is a good choice because of her association with the Disney Channel.Young girls look up to her and young boys think she is pretty. Natalie Portman, whose fame skyrocketed with the departure of the Star Wars prequel trilogy, would also make a n minute choice for Pepsi commercials. Zooey Deschanel is appealing to young people because she is an actress, a musician, a singer and a songwriter. The Competitors Endorsers Paris Hilton, LeBron James, and Christina Aguilera have all endorsed Coca Cola. However, Coca Cola tends to choose more athletic endorsers, like speed skater Apolo Ohno, and majestic hockey player Angela Ruggiero (Coca-Colas Olympic endorsers, 2011).Coca Cola looks for more active athletic people, who are in good, physical condition. by chance because they want Coca Cola to be associated with a healthy lifestyle. They do have healthier alternatives than Coca Cola itself like juices and teas. Conclusion It is common knowledge that celebrities affect brand positioning. Advertising reinforces the brands image and helps to protect it in the brands market share from their competitors (Linton, 2011). References Bellis, M. (n. d. ). The History of Pepsi Cola. Retrieved October 28, 2011, from About. com http//inve ntors. about. om/ library/inventors/blpepsi. htm Brands. (2011). Retrieved October 29, 2011, from PepsiCo http//www. pepsico. com/Brands. hypertext mark-up language Caleb Bradham (1867-1934). (2011). Retrieved October 29, 2011, from North Carolina History Project http//www. northcarolinahistory. org/cyclopedia/113/entry Coca-Colas Olympic endorsers. (2011). Retrieved October 30, 2011, from The Atlanta Journal-Constitution http//projects. ajc. com/ veranda/view/business/020510coke_athletes/ Linton, I. (2011, June 06). Does Advertising bear on Brand Management? Retrieved October 30, 2011, from eHow Money http//www. ehow. om/info_8548285_advertising-affect-brand-management. hypertext markup language Our History. (n. d. ). Retrieved October 28, 2011, from PepsiCo http//www. pepsico. com/Company/Our-History. html Pepsi Market Targeting. (2010, January 13). Retrieved October 29, 2011, from About. com http//inventors. about. com/library/inventors/blpepsi. htm Target Market of Coca Cola. (2010, June 14). Retrieved October 29, 2011, from Zimbio http//www. zimbio. com/Coca-Cola/articles/AQ1BESn41bA/Target+Market+of+Coca+Cola TV Guide Most Popular Celebrities. (2011). Retrieved October 29, 2011, from TV Guide http//www. tvguide. com/top-celebrities