Pepsi branding and marketing strategies defined in history Essay Example for Free

Pepsi branding and merchandising strategies defined in history EssayIn 1893 Caleb Bradham experimented on several soft bedevilable concoctions from his medicine store at North Carolina. In 1898 the brand name was first introduced as Brads drink but later renamed to Pepsi Cola (Ads history 2007) after the pepsin and cola nuts used in the recipe. Pepsi was first introduced as a fountain drink. It was intimately 750 microns wide 6 snow leopards true(p) sided nursing nursing bottle with typography labels glued to them and a non-descript crown on top. Price was reported to be costing for only a nickel. Advertisement onward was d peerless in signage and if you can read the arrows text it says shade for the trademark while the bottom label reads, wholesome and refreshing (Davidson FSU 2004).In 1903 Caleb sold about 7,968 gallons utilise the line exhilarating invigorating, aids digestion. This also started his franchising activity to independent investors to about 24 subjects. In 1905 the logotypetype was first transportd because changed again in 1906. The slogan was also changed to the original pure food drink which gives a boost to sales of 38,605 gallons. In 1908 the company was the first to shift from horse drawn carts to aim vehicles mode of delivery. In 1909 Barney Oldfield endorsed Pepsi as a bully drink refreshing, invigorating, a fine bracer originally the race. In 1920 the melodic theme was changed to drink Pepsi cola, it will satisfy you.In 1934 Pepsi cola replaced the 6 ounce bottle to 12 ounce bottle at the same price which is still a nickel. The shift was brought about by the high depression which demands for low cost reapings but high entertain. The 12 ounce bottle previously priced at ten cents was slashed to five cents which do a hit because it was of same value as the competitive colas of 6 ounce bottles. It was then cognize as the Pepsi legacy followed by skyrocketed sales giving the company a real good break.In 19 39 they pioneered the idea of a comic teddy form of publicise in the crudes typographys introduced and named as Pepsi Pete promoting the harvest-time as twice as a great deal for a nickel which deliberately increased consumer awareness in the process. Pepsi cola was remarkably associated nationwide with two policemen that were copy after the Keystone Kops and became extremely popular. In 1940 their nationwide advertising campaign theme was changed to Pepsi cola hits the spot, 12 full ounces, thats a disperse twice as much for a nickel to a fault Pepsi cola is the drink for you.At the same time, they launched the first jangle in the cola universe of discourse spotn as Nickel, nickel. The jingle was recorded in fifty five different languages and produced over one million records played coast to coast on radio. It was well adapted by the consumers and those who have comprehend the jingle. Their jingles appropriately played to the perception and emotional-psychological resp onses of the consumers for even fifty years later some still remembered.The logo was also changed to a simpler bolder rounded script garner that is really noticeable. Pepsi cola bottles adapted the embossed 12 ounce bottle designed and had the word Pepsi blown and baked into the side of the bottle while the paper labels were replaced as blown labels also. Pepsi cola began to tap the African American niche market and commenced advertising in a Negro newspaper lead by an all black sales team. They also sponsored a nationwide essay contest hiring African Americans professionals in the process. An advertisement specifically aimed for African Americans was modeled by a black mother holding a six packed Pepsi while the son was gain out to the bottles.In 1941, the crown was changed to red, white, and blue. This was done to offer Americas war effort. They wisely make up ones mind up a Pepsi canteen in Times Square New York. It served to attend families record messages for overseas arm ed service personnel. In 1943 the theme twice as much included bigger drink, divulge taste. In 1947 one of their ad campaigns profiled prominent African Americans using the title Leaders in their field. Using racism as a selling point, their sales shot up dramatically. In 1949 the theme why sign up less when Pepsis best was added.In 1950 the new logo incorporated the bottle cap look. Advertising was done by promoting Pepsi as an experience preferably than a bargain. catchword was changed to more than bounce to the ounce. They relied and invested more with advertising that tripled their sales that year. The jingle was then changed to have a Pepsi, the elucidate refreshment. In 1953 Americans became conscious with weight and health that they changed their slogan to the cleverness refreshment. The design was also changed with a reduced caloric content. In 1954 the slogan refreshing without filling was incorporated to the light refreshment theme.In 1958 Pepsi was known as the kit chen cola as a result of its bargain differentiate longtime positioning. This time Pepsi targeted the young fashionable consumers. The slogan was changed to be sociable, have a Pepsi. The bottle was then changed to the swirl designed bottle replacing the old straight sided one. Along with it was the introduction of the ballroom dancing. In 1960 the slogan was changed to now its Pepsi for those who conceive young. It defines youth as a psychological state of mind it maintains its appeal for the post war young generation and to all market segments. Some commercials visualized people going fishing.In 1962 the logo was changed again with serrated bottle caps along with its Pepsi generation ads. In 1963 12 ounce bottles gave way to16 ounce bottles. Pepsi then introduced the 12 ounce Pepsi cans to the military for transport convenience. Their advertising historys slogan was introduced as come alive, youre in the Pepsi generation along with their jingle come alive also. Commercials usu ally portrayed sports and entertainment concept like motorbikes, amusement park and spine sailing.In 1970 Pepsi introduced the first two liter bottles. They were also the first to respond to consumers need for light weight recyclable plastic bottles. In 1973 Pepsi changed its logo again. The slogan was also changed to join the Pepsi people, feeling impoverished which is their very own interpretation of one people but with many personalities. In 1975 Pepsi introduced the Pepsi challenge marketing campaign where the results of the blind tasting test between Pepsi cola and its rival coca cola was made public through television commercials. Participants picked Pepsi as the cola that taste better. As a result Coca cola changed their formula to taste more like Pepsi.The slogan jingle was then youve got a lot to live, Pepsi got a lot to give. On that year the two liter plastishield bottle was introduced. The theme is to call forth to live and to give. In 1978 the 12 packed can were int roduced to the market. In 1991 Pepsi introduced the first polyethylene terephthalate (PET) along with the changed of its new logo. In 1993 the slogan was changed to be young, have fun modeled by Shaquille ONeal. In 2001 Britney Spears mental test her first Pepsi commercial doing her own version of The joy of Pepsi. In 2003 Pepsi cola has a new theme Pepsi its the cola. It portrays popularity in the cola industry that goes from food to fun.EvaluationFor decades Pepsi has defined itself as the slogan mavin that can closely associate with the times and changing lifestyle of the consumers. It has first introduced itself as a health drink which was the very reason why it has garnered a big portion of the cola market pie. As it continued to evolve in the market, it has studied its market well, and has well developed themes and slogans or activities that will perform consumer awareness.Marketing strategy has always been the challenge of any external environment and how you select your t arget market, know the needs of your market and penetrate by spending more on advertisements to create consumer awareness. And how Pepsi has penetrated consumers like the Blacks was by spending on advertisements promoting racism to equality and in return enjoyed skyrocketed sales.Tactics will always change along with the evolution of logos, bottle designs, storyboard and jingles. Jingles and music have a very strong psychological force play on the minds of the consumers. It will always be remembered even if fifty years later. Jingles tune and lyrics stays more in the minds of the consumers longer than plain ads signage, commercials, and slogans. As we have noted Pepsi has been very sensitive with what is happening to its world politically and with the needs of its consumers as portrayed by their continuous changed of slogans and jingles.Pepsi has always been portrayed to be section of the life of their target markets. It was never separated in commercials as plain features of the output but rather as something that consumers can greatly identify with themselves. Marketing was a silent warfare among leading competitors. What Pepsi did was to concenter on specific untapped niche markets and evolved its theme to be able to maintain consumer database. Pepsi had always been discriminating to combine on product, price, market, and promotion sometimes as far as demographics and selection which always resulted to a captivated market. Pepsi realized that it should focus and play on product innovation and advertising first to advertize the brand and not the reverse.Their strong image was the result of directed marketing mix variables. The slogans were always control by the concept of people and health as it was presented as a health drink in the first stages of its life. When Pepsi developed its campaign Pepsi generation portraying the product as a trendy drink for the young, it has made other cola products looked stodgy. Branding may offer instant product recogn ition or sort of identification but it was, for always, a result of effective advertising. Pepsi had successfully made the consumers identified themselves with the product by its series of jingles and slogans with just one unchanged brand name but packed with a lot of commercials and ads networking.One thing for sure Pepsi was able to determine its market changing lifestyle, need, and taste and that the product needs to evolve along with the consumers trend. So advertising could well focus on the tyrannical activity of target market in the life cycle of the product. Perception and emotional responses of the consumers were of very primal consideration on Pepsis approach in the process of creating consumers sense of identification with the product. The main thing that Pepsi had done is to link the product with the consumer and not the consumer linking self with the product. As a result they had a handful of loyal customer base.Summary of Pepsi ads and logos year 1898 Introduction of Pepsi.Packaging 750 microns wide, 6 ounces straight sided bottle, paper labels glued to them, non-descript crown on topCost nickel composing Look for the trademark, healthful and refreshing.Branding Introduced first as Brads drink but was later changed to Pepsi cola.Logo sylphlike brand name Pepsi cola.Packaging 6 pack bottle as shown below.Advertising form of signage, revel see image belowDelivery horse driven cart year 1903 start of franchising. pedestal Exhilarating, invigorating, aids digestion.Sales 7,968 gallonsLogo still the same. grade 1905 Logo was first changed. The point is to make the letters bolder from the old thin ones. This is easier to read even at a distance.Delivery automobile delivery social class 1909 Barney OldfieldEndorsement Barney oldfield, a racer, endorsed Pepsi. base of operations A bully drink refreshing, invigorating, a fine bracer before the race.Advertisements newspaper ads social class 1920 ThemeTheme Drink Pepsi cola, it will satisfy you course o f instruction 1934 Pepsi legacy.Price of product changed from ten cents to five cents.Packaging 12 full ounce bottles.Sales skyrocketed.Year 1939 comic slip-upComic strip Pepsi PeteAdvertising newspapersEffect of advertising Pepsi cola was associated with the characters.Theme Twice as much for a nickelSignageTarget market Advertising targeting African AmericansYear 1940 Jingle breakThemePepsi-Cola hits the spotTwelve full ounces, thats a lotTwice as much for a nickel, tooPepsi-Cola is the drink for you.Jingle Nickel, nickelLogoPackaging bottles are 12 full ounce with embossed Pepsi word and label.Sponsored Nationwide essay writing using BlacksYear 1941 American war supportCrown changed to red, white, and blueMakeYear 1943 ThemeTheme Bigger drink, better tasteYear 1947 Blacks in adsTheme Leaders in their fieldYear 1949 ThemeTheme Why take less when Pepsis bestYear 1950 bottle cap motto More bounce to the ounce (energetic decade)Logo bottle cap with desc logoJingle have a Pepsi, the light refreshmentYear 1953 Theme guideword The light refreshmentReason to answer the weight conscious AmericansYear 1954 ThemeSlogan added Refreshing without fillingYear 1958 TargetTarget market young and fashionableSlogan Be sociable, have a PepsiBottle swirl designTrend ballroom dancingYear 1960 sloganSlogan Now its Pepsi for those who think youngReason Be young think youngCommercials soda fountain, fishingYear 1962 logoLogo logo was changedCaps serrated bottle capsYear 1963 bottles volumeBottles shifted from 12 ounce to 16 ounce then to 12 ounce cansJingle contract aliveSlogan Come alive, youre in the Pepsi generation.Reason Identifies with the consumers and not by the products attributesCommercials motorbikes, amusement park, rachis sailingYear 1970 bottlesBottles two litersYear 1973 logoLogo was changedSlogan Join the Pepsi people, feeling justifyReason One people, many personalitiesYear 1975 Pepsi challengeCommercials results of the Pepsi challenge was made public in TVJin gle Youve got to live Pepsi got a lot to giveBottle introduction of two liter plastishield bottlesYear 1978Packaging introduced the 12 packed cansYear 1991Packaging PETLogo changedYear 1993 themeSlogan Be young have funYear 2001 themeSlogan The joy of PepsiReferencesAds history highlights (2007). Retrieved November 8, 2007 Website http//www.pepsi.com/help/faqs/faq.php?category=ads_and_historypage=highlightsDavidson, M. W. FSU (2004). The Pepsi generation. Retrieved November 8, 2007 Website http//micro.magnet.fsu.edu/creatures/pages/pepsi.html