Brand Biography of Pepsi

Submitted by :
Mrugen Munshi Roll No 11127 Div : A

Creation of brand Pepsi

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe.Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again.

Pepsico trademark : The original trademark application for Pepsi-Cola was filed on
September 23, 1902 with registration approved on June 16, 1903. In the application's statement, Caleb Bradham describes the trademark as an "arbitrary hyphenated word "PEPSI-COLA", and indicated that the mark was in continuous use for his business since August 1, 1901. The PepsiCola's description is a flavoring-syrup for soda water. The trademark expired on April 15, 1994. A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful registration date of April 15, 1906, over three years after the original date. Curiously, in this application, Caleb Bradham states that the trademark had been continuously used in his business "and those from whom title is derived since in the 1905 application the description submitted to the USPTO was for a tonic beverage. The federal status for the 1905 trademark is registered and renewed and is owned by Pepsico, Inc. of Purchase, New York.
Logo Transition

Pepsiman
Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The design of the Pepsiman character is attributed to Canadian comic book artist Travis Charest, created sometime around the mid 1990s. Pepsiman took on three different outfits, each one representing the current style of the Pepsi can in distribution. Twelve commercials were created featuring the character. His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda. Pepsiman happens to appear at just the right time with the product. After delivering the beverage, sometimes Pepsiman would encounter a difficult and action oriented situation which would result in injury. In 1996, Sega-AM2 released the Sega Saturn version of its arcade fighting game Fighting Vipers. In this game Pepsiman was included as a special character, with his specialty listed as being the ability to "quench one's thirst". He does not appear in any other version or sequel. In 1999, KID developed a video game for the PlayStation entitled Pepsiman. As the titular character, the player runs, skateboards, rolls, and stumbles through various areas, avoiding dangers and collecting cans of Pepsi all while trying to reach a thirsty person as in the commercials.

Pepsi cbbe model

Caffeine-Free Pepsi-Cola was introduced, under the brand name Pepsi Free, in 1982 by PepsiCo as the first major-brand caffeine-free cola in years. (The Canada Dry Company had marketed "Sport Cola," which was also caffeine-free, in the 1960s, but that brand of cola was not a success.) A sugar-free variant, pepsi cbbe model then known as Diet Pepsi Free, was also introduced. The Pepsi Free name itself was phased out in 1987, two years after the brand name became the punchline of one of the jokes in Back to the Future, and today these colas are known simply as pepsi cbbe model Caffeine-Free Pepsi and Caffeine-Free Diet Pepsi. The term "Free" had been reintroduced by Pepsico on their Sierra Mist line in response to Coca-Cola's successful introduction of their Zero line (although the "Free" refers to a lack of sugar rather than caffeine, since pepsi cbbe model Sierra Mist is already caffeine-free), though in 2008 that drink had reverted to its previous name of Diet Sierra Mist. Pepsi Free was the subject of a scene in the classic 1985 film Back to the Future. Upon entering a caf in 1955, Marty McFly (Michael J. Fox) asks for a TaB (Coca-Cola's first version of a sugarfree soft drink, which was not available until 1963) and is told that he cannot have a "tab", meaning an pepsi cbbe model account where goods are sold on the basis of credit and not paid for immediately, unless he orders something. He then asks for a Pepsi Free(also not available in the 1950's) and is told, "If you want a Pepsi, pal, you're gonna pay for it!" ("Free" is here being mistaken for gratis.) pepsi cbbe model Finally, he asks for "something without any sugar in it," and is served black coffee. This scene was one of the factors that led to Pepsico re-branding the colaA can of Diet Pepsi

Free can be seen beside Marty's alarm clock towards the beginning of the movie when Doc (Christopher Lloyd) calls him to remind him to meet him pepsi cbbe model at the mall. The can is also seen toward the end of the movie when Marty wakes up the morning after Doc drops him off at his house in 1985.

Loyal community/cus tomers

-Dynamic - Relevant

-Power - Freedom

Wide Options Different varient Lower prices

-Party lovers -Gamers - Rejuvinate

Soft Drink

If we look at virtual base the brand has created for itself is nearly 2 million people who liekes the pepsico page on facebook and other networking websites.Despite its non-evocative brands name, Pepsi has developed strong brand salience (like its competitor Coca Cola (Market Leader)). Pepsicos logo is visible in lot of places because the brand is sponsoring a lot of extreme sports and punk rock bands. But theres always an association with the product and its effects. It does strengthen its brand salience.Like it came with unique ad campaign for cricket world cup which says Pepsi Change the Game Regarding PepsiCo brand meaning, we can say that its products meet consumers needs in the very competitive market of soft drinks. Indeed, Pepsi is a brand offering a wide range of products, which is not the norm in this market. Plus, its products are known for having a higher ratio in flavours and sugar, which leads consumers to think that Pepsi products are more effective. Finally, Pepsi brand performance is based on price, because it offers generally bigger can than its competitor coke, and at a lower price. Pepsi has built its image around Movies,sports, motorsports, gaming and also the PepsiGirls. The brand personality is therefore very developed throughout this universe mixing sports, games, girls and parties. So their users are seen as people loving those kinds of activities, loving living life on the edge, and of course loving partying.

PepsiCo have a strong brand identity, but has also developed its credibility among its consumers. Its credibility relies in the fact that Pepsico knows well its consumers and reaches them with relevancy. For instance, pepsi is targeting very well the athletes they sponsor. Pepsi doesnt choose soccer players or basket-ball player. The brand sponsors athletes in niche sports, such as mountain cricket,bike racing, and even there they choose the one which have the strongest personality or the better style.Even they go for celebrity like Ranbir kapoor , Beyonce and others as a result the values of the individual celebrity are transferred to th brand itself.It helps Pepsi to have very positive brand judgments from its consumers.If we consider its India branding strategy they even sponser IPL matches . Drinking a can of Pepsi is associated in its consumers mind with freedom, and also virility, rejuvinate. Also pepsi comes with different varient like can offering,sugerfree,blue pepsi etc .This latter is a consequence of Pepsi brand image which is based on people doing laidback,sports, taking risks, hanging with the girls and partying. The sentiment of excitement linked to pepsi is therefore very masculine. Consumers have the sensation they are experiencing something special with the brand.