Pepsi lipton
GLOBAL MARKETING MANAGEMENT
PepsiCo-Lipton Case
Brand Re-introduction
Avinash Chaturvedi,147860
4/28/2014
Problem Statement:
In a strategic move to expand its market share in ready-to-drink tea market category, Pepsi had decided to invest aggressively in its brand-Brisk. The challenge facing the top management of the companyMary Barnard, Vice President PepsiCo and Marison Tamaro, General Manager, Pepsi-Lipton partnership is to choose a suitable advertisement media for Brisk (Social Media or TV based approach) that would,
Reintroduce Brisk brand to male millennial and Hispanics.
Convince competitor’s customer base to switch to Brisk.
Build a fan base for the brand.
Situational analysis: the 5Cs of Marketing.
Situation Overview: First major campaign for Brisk was in 1996, when the company used a series of clay-themed animations of celebrities to promote its tagline- “That’s Brisk Baby!” After a decision to wrap up the Brisk campaign in 2002, the company is now (2010)aiming to re-introduce the Brisk brand.
(i) Company
Product line Brisk brand is not a major bottom line contributor for PepsiCo and until recently Pepsi had not invested heavily on advertising campaigns for Brisk, but a 2010 analysis revealed that ready-to-drink tea was the fastest growing category in the liquid refreshment beverage industry and PepsiCo aimed to gain a major market share in this fast growing product segment.
Brand Image
Positioning Most of Brisk’s competitor build campaigns around health and wellness but Brisk chose to adopt brand strategy to project Brisk as “cool , edgy, and offering the potential to provide energy” to target new-age tea drinkers.
Perception The Brisk brand was found to be not popular among the targeted young adults customer segment , a marketing research revealed that the customers associated the brand with a lot of negatives such as “Sugary”, “Fake”, “Artificial”. However, despite of these negative connotations people were
PepsiCo-Lipton Case
Brand Re-introduction
Avinash Chaturvedi,147860
4/28/2014
Problem Statement:
In a strategic move to expand its market share in ready-to-drink tea market category, Pepsi had decided to invest aggressively in its brand-Brisk. The challenge facing the top management of the companyMary Barnard, Vice President PepsiCo and Marison Tamaro, General Manager, Pepsi-Lipton partnership is to choose a suitable advertisement media for Brisk (Social Media or TV based approach) that would,
Reintroduce Brisk brand to male millennial and Hispanics.
Convince competitor’s customer base to switch to Brisk.
Build a fan base for the brand.
Situational analysis: the 5Cs of Marketing.
Situation Overview: First major campaign for Brisk was in 1996, when the company used a series of clay-themed animations of celebrities to promote its tagline- “That’s Brisk Baby!” After a decision to wrap up the Brisk campaign in 2002, the company is now (2010)aiming to re-introduce the Brisk brand.
(i) Company
Product line Brisk brand is not a major bottom line contributor for PepsiCo and until recently Pepsi had not invested heavily on advertising campaigns for Brisk, but a 2010 analysis revealed that ready-to-drink tea was the fastest growing category in the liquid refreshment beverage industry and PepsiCo aimed to gain a major market share in this fast growing product segment.
Brand Image
Positioning Most of Brisk’s competitor build campaigns around health and wellness but Brisk chose to adopt brand strategy to project Brisk as “cool , edgy, and offering the potential to provide energy” to target new-age tea drinkers.
Perception The Brisk brand was found to be not popular among the targeted young adults customer segment , a marketing research revealed that the customers associated the brand with a lot of negatives such as “Sugary”, “Fake”, “Artificial”. However, despite of these negative connotations people were