Pepsi branding and marketing strategies defined in history Essay

In 1893 Caleb Bradham experimented on several soft befuddle concoctions from his drug store at North Carolina. In 1898 the brand name was first introduced as Brads swallow 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 nearly 750 microns wide 6 troy snow leopards great sided bottleful with writing labels glued to them and a non-descript crown on top. Price was reported to be costing for only a nickel. Advertisement in front was d whizz in signage and if you can read the arrows text it says opine for the trademark while the bottom label reads, recuperative and refreshing (Davidson & FSU 2004).In 1903 Caleb sold about 7,968 gallons victimisation the line exhilarating invigorating, aids digestion. This also started his franchising activity to independent investors to about 24 put ups. In 1905 the logotypetype was first qualifyd wherefore changed again in 190 6. The slogan was also changed to the original pure food drink which gives a boost to gross revenue of 38,605 gallons. In 1908 the company was the first to shift from horse drawn carts to push back vehicles mode of delivery. In 1909 Barney Oldfield endorsed Pepsi as a bully drink refreshing, invigorating, a fine bracer in front the race. In 1920 the ascendant 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 harvest-homes but high look on. 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 cognise as the Pepsi legacy followed by skyrocketed sales giving the company a real good break.In 1939 they pioneered the idea of a comic landing solecism form of advert in the reinvigorateds root words introduced and named as Pepsi & Pete promoting the growth as twice as untold for a nickel which deliberately increased consumer awareness in the process. Pepsi cola was remarkably associated nationwide with two policemen that were simulate 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 people twice as much for a nickel withal Pepsi cola is the drink for you.At the same time, they launched the first doggerel verse in the cola populace experiencen 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 perceive the jingle. Their jingles appropriately played to the perception and emotional-psychological responses of the consumers for even fifty years later some still remembered.The lo go 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 grasp out to the bottles.In 1941, the crown was changed to red, white, and blue. This was done to bet on Americas war effort. They wisely brand up a Pepsi canteen in Times Square New York. It served to serve families record messages for overseas armed service personnel. In 1943 the theme twice as much included bigger drink, farewell t aste. 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 fritter less when Pepsis best was added.In 1950 the new logo interconnected the bottle cap look. Advertising was done by promoting Pepsi as an experience kinda than a bargain. shibboleth 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 get away refreshment. In 1953 Americans became conscious with weight and health that they changed their slogan to the get down refreshment. The legislation 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 kitchen cola as a result of its bargain split up 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 phone young. It defines youth as a psychological state of mind it brinytains its appeal for the post war young generation and to all market segments. Some commercials pictured 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 usually portrayed sports and entertainment concept like motorbikes, amusement park and keystone sa iling.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 relieve which is their very own interpretation of one people but with many personalities. In 1975 Pepsi introduced the Pepsi challenge selling 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 uphold to live and to give. In 1978 the 12 packed can were introduced to the market. In 1991 Pepsi introduced the first polyethylene terephthalate (PET) along with t he changed of its new logo. In 1993 the slogan was changed to be young, have fun modeled by Shaquille ONeal. In 2001 Britney Spears convey 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 sentience 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 build consumer awareness.Marketing strategy has always been the challenge of any external environment and how you select your target market, know the needs of your market and penetrate by spending more on advertisements to create con sumer 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 meat 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 part of the life of their target markets. It was never separated in commercials as plain features of the point of intersection but rather as something that consumers can greatly identify with themselves. Marketing was a silent warfare among leading competitors. What Pepsi did was to keep down on specific untapped niche markets and evolved its theme to be able to maintain consumer database. Pepsi had always been wounding 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 fire 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 recognition or sort of identification but it was, for always, a result of effective advertising. Pepsi had successfull y 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 dictatorial activity of target market in the life cycle of the product. Perception and emotional responses of the consumers were of very cardinal 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 socio-economic class 1898 Introduction of Pepsi.Packaging 750 microns wide, 6 ounces straight sided bottle, paper labels glued to them , non-descript crown on topCost nickel nucleotide Look for the trademark, healthful and refreshing.Branding Introduced first as Brads drink but was later changed to Pepsi cola.Logo exquisite brand name Pepsi cola.Packaging 6 pack bottle as shown below.Advertising form of signage, entertain see image belowDelivery horse driven cart course of study 1903 start of franchising. bow Exhilarating, invigorating, aids digestion.Sales 7,968 gallonsLogo still the same. stratum 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 course of study 1909 Barney OldfieldEndorsement Barney oldfield, a racer, endorsed Pepsi. theme A bully drink refreshing, invigorating, a fine bracer before the race.Advertisements newspaper ads course of study 1920 ThemeTheme Drink Pepsi cola, it will satisfy you form 1934 Pepsi legacy.Price of product changed from ten cents to five cents.Packaging 12 full ounce bottles.Sales skyrocketed.Year 1939 comic stripComic 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 guideword More bounce to the ounce (energetic decade)Logo bottle cap with desc logoJingle have a Pepsi, the light refreshmentYear 1953 Theme guide word The light refreshmentReason to answer the weight consciou s 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 deduct aliveSlogan Come alive, youre in the Pepsi generation.Reason Identifies with the consumers and not by the products attributesCommercials motorbikes, amusement park, sense sailingYear 1970 bottlesBottles two litersYear 1973 logoLogo was changedSlogan Join the Pepsi people, feeling expelReason One people, many personalitiesYear 1975 Pepsi challengeCommercials results of the Pepsi challenge was made public in TVJingle Youve got to live Pepsi got a lot to giveBottle introduction of two liter plastishield bottlesYear 197 8Packaging 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_history&page=highlightsDavidson, M. W. & FSU (2004). The Pepsi generation. Retrieved November 8, 2007 Website http//micro.magnet.fsu.edu/creatures/pages/pepsi.html