Pepsi - Brand Positioning
Category: Soft drink, more specifically Cola
Target Market:
- male and female, skewed male
- 16-45
- think of themselves as hip or youthful
- forward thinking
- middle class, middle income
- high school plus educated
- rural and urban dwellers
Of course Pepsi's main competitor is Coke who is in the same category and has a very similar target audience.
So how does Pepsi position and differentiate itself?
Pepsi
positions itself on points of difference as well as points of parity.
Pepsi's POD is their forward thinking attitude. I don't believe any of
the other cola brands (including Coke) are very strong in that area.
This falls into image differentiation. Pepsi has the image of being
action oriented and I think that a large part of their target audience
associate themselves with the brand because of that image.
Pepsi's POP is their wide selection to fit every lifestyle of
consumer. They have regular pepsi, pepsi max with more caffeine, pepsi
cherry vanilla, caffeine free pepsi, diet pepsi and pepsi zero to name a
few.
Pepsi
also considers themselves the bold, refreshing, robust cola which Coke
and other colas could also claim. These points of parity are product
differentiations.
I
know tons of people who only drink Pepsi, I know a lot of people who
only drink Coke and I also know a bunch of people who don't really care
which it is as long as they're getting cola. Maybe a bunch of people
grew up with either Coke or Pepsi in their houses because that's what
their parents drank and so the brand preference has been passed through
generations. Others I'm sure, as I mentioned before, can associate with
Pepsi's POD and that's how they bought in.
The positioning and campaign indicates a change, as Pepsi recaptures leading consumers rather than trying to put up with trends, according to Ms. Warrier. "We will need to invest in capability, in foresights and dynamic trend-spotting, design and creating social communities," she said.
"The
new positioning injects new energy into not only the brand but the
people who work on it," giving them a license to experiment with
"exciting new initiatives," said Richard Lee, CMO-PepsiCo China. "Who
doesn't want to work on a brand that promises to capture the excitement
of now?"
Pepsi’s Brand positioning has finally always been as a refreshing cola drink for the youth, ubiquitous on just about every social occasion. The positioning has remained same since its inception in 1898. "The brand positioning was prompted primarily by the market segments largely untapped by coca cola (young generation) and its sweet sugary taste suited for its young consumers", Keller said. Thus it was able to create a Point of difference from Coca cola.
Pepsi’s Brand positioning has finally always been as a refreshing cola drink for the youth, ubiquitous on just about every social occasion. The positioning has remained same since its inception in 1898. "The brand positioning was prompted primarily by the market segments largely untapped by coca cola (young generation) and its sweet sugary taste suited for its young consumers", Keller said. Thus it was able to create a Point of difference from Coca cola.
Reference: 1. https://www.youtube.com/watch?v=40DykbPa4Lc
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