2. Brand Communication
Objectives:
• To reach out to as large number of people as possible.
• To build a clear, precise and lasting impression of the
product in the minds of the consume
• To gain substantial market share as well as generate
excitement about the campaign.
Target Audience:
• Pre-teens, teenagers and the youth and young adults.
• Makes up the largest segment in India, both in terms of
expenditure and amount , the most globally conscious
segment.
3. Platforms To be Used
Facebook
• Largest community following in India(Target segment)
• Perfect platform to conduct events, contests and share content
• Highly interactive
• Favorable perception in the minds of the public.
Twitter
• Rising popularity with the upward, mobile crowd.
• Perfect to set reminders, generate a buzz in the community
• Constant feedback from followers.
• Spread of information on numerous pages(all the followers pages display
our content.)
4. The Big Picture
Well this may sound far fetched but with the Football World Cup
no more than a year away, Pepsi which has always been
associated with sports and sportsmen as their ambassadors and
propaganda means should look into this opportunity.
• A Team styled bottle, representing the favorites to win. – Over
all product.
• Names of footballers on the flip side of the caps, collecting the
entire team would result in winning certain prizes. – Facebook
and twitter used to promote the idea.
• MVP, most valuable player, fans are encouraged to name
players from each team who contribute immensely. Best
answers are rewarded. – Facebook, Twitter used to hold these
contests
5. Events And All that Fun Stuff
• Facebook and Twitter can be used to
• Hold a major visit, for example Drogba playing cricket with M S
Dohni, It generated tremendous interest in Delhi, the same
can be used for promotion through Facebook and Twitter in
other cities.
• Pepsi XI, people post their favorites from and among Pepsi
ambassadors to chose their best 11 players, the person with
the highest score wins, This can be a long term contest on
Facebook.
• Twitter can become the host for numerous spot prizes as well
as broadcasts for the games, generating interest in their
followers.
