PepsiCo India Case Study Essay Sample

PepsiCo entered India in 1989 and has grown to go the country’s largest-selling nutrient and drink company. One of the largest transnational investors in the state. PepsiCo has established a concern taking to function the long-run dynamic demands of consumers in India.

Facebook Executive Summary
Client:

Agencies:

Aim
PepsiCo India spends to a great extent on Television and Print during the cricket season as the athletics has a immense followers in India. Happening one time every four old ages. the ICC Cricket World Cup is non merely the country’s biggest featuring event but besides the biggest media event. Ahead of the tourney in April 2011. Komli Media. a prima digital media web platform in the Asia-Pacific part. approached PepsiCo with the thought of making a major run on Facebook timed to tag the start of India’s runup to the event in Dubai. PepsiCo India had four cardinal aims including making bombilation for the company around the Cricket World Cup by forming the biggest online branding event. It besides wanted to acquire its cricketcentric telecasting musca volitanss closer to consumers and make a deeper degree of battle for the trade name. What’s more. the trade name wanted to drive traffic to an application it had created specifically for the Cricket World Cup.

The brand’s bureau. Group M. partnered with the trade name in the campaign’s executing. “While the on-line medium in general offers user interactivity that’s rather different from traditional media. Facebook in peculiar offers a alone signifier of battle with our consumers and combines it with immense range Numberss. ” PepsiCo India says. facebook. com/pepsiindia Objective: Create bombilation for the trade name around the 2011 Cricket World Cup and magnify the consciousness of its telecasting musca volitanss Solution: A Facebook Reach Block having Facebook Premium Video Ads integrating Television musca volitanss from Pepsi India’s “Change the Game” run Key Lessons: • Facebookenablesbrandsto amplify the effectivity of their telecasting advertisement as people on Facebook can easy portion the same content and engage with it online • Whenbrandsstartwithcreative and prosecuting content. the wordof-mouth selling at graduated table that is possible on Facebook can do it easy for a brand’s message to travel viral

“Facebook offers a alone signifier of battle with our consumers and combines it with immense range Numberss. ” — PepsiCo India

Ad Case Study

Approach
PepsiCo India decided to run a Reach Block on February 11. 2011 to vouch that it would make 100 per centum of its mark audience over a 24-hour period. “With cricket and Pepsi. practically every individual individual in India is the right client. ” the trade name says. “So the Reach Block had unfastened aiming. ” A chief push of the run was magnifying the effectivity of PepsiCo India’s “Change the Game” run on telecasting by leting people on Facebook to watch the content and interact with it inline. The first ad featured a picture plus canvass engagement format that incorporated a telecasting commercial having cricketer-turned-umpire Billy Bowden. The ad text encouraged people to see the topographic point that discussed how Bowden learned his “game altering umpiring style” and asked people to vote on their favorite “game altering dramas. ”

The second was a Premium Video Like Ad that encouraged people to watch another of PepsiCo India’s Television spots—this one about game-changing philosophy—and to link to the Pepsi India Page. The 3rd ad drove people to ‘The Biggest Wave” application on PepsiCo India’s microsite. There. users could upload a headshot of themselves. making an embodiment have oning an outfit with a Pepsi logo that would dance around their desktops “cheering” on India’s cricket squad. The embodiment could besides be shared with friends. its fan base of trade name stalwarts to whom it can update and prosecute with on a regular footing. That figure climbed to about 22. 000 with prolonging media. The Page now has more than 1 million fans. With Friends of Connection Targeting PepsiCo India could make about 42 million friends of those fans. • PepsiCoIndia’sReachBlockimmediatelywent viral. with one of two feelings being a “social impression” or having the name of a person’s friend who had already liked the brand’s Page.

PepsiCo India says it was impressed by how viral the run went on Facebook. “This is word of oral cavity or word of ‘like’ to better depict it. at its mensurable best. ” the trade name says. “Quite merely set. one out of two feelings a user proverb carried the names of his friends who had liked or engaged with the ad. This characteristic. besides called a ‘social Impression’ is available merely on Facebook and takes virality to an all new high that is rather non replicable by anything else in the infinite. ” The trade name says it has learned that it is of import to concentrate on how to prosecute fans than merely geting them. “Experiment with all the options available to see what works the best for your communicating. ” PepsiCo India says. “Look at fan battle and nutriment instead than adding Numberss to the pages. ”

Consequences
• TheReachBlockadswereviewedmorethan19 million times. exceeding PepsiCo India’s estimations by 145 per centum. Combined with prolonging media. the ads were viewed more than 22 million times. Thebrandachievedhighengagementwith its coveted audience with 53. 000 people reacting to its canvass in the 24-hour period. Duringthecampaign. nearly16. 000connected to the PepsiCo India Facebook Page. adding to

The Future
PepsiCo India says it anticipates intensifying it relationship with Facebook in the hereafter. “Facebook is an built-in portion of our digital selling mix. ” the trade name says. “We see it deriving more importance as it additions popularity across socioeconomic categories in India. ”