Pepsi Lipton BriskCase Brief
2014
Pepsi-Lipton Brisk
CASE BRIEF
JAY PAREEK
1482886
1
Problem Statement:
In a strategic footstep to expand the market share in ready to drink tea market, Pepsi had decided to invest belligerently in its brand ‘Brisk’. The challenge that the top management of the company is facing is to choose a suitable advertisement media for Brisk i.e. Social media or TV based, that would help
Pepsi-Lipton to:
Reintroduce the brand Brisk
Increase acquisition rate, and
Build a loyal customer base for the brand
Overview:
Initial major campaign of Brisk was launched in 1996, when the company used a series of clay-themed animations of celebrities to promote its tagline ‘That’s Brisk Baby’. Since its wrap up in 2002, the company had not invested on advertising campaign but, after an analysis in 2010 indicated that the ready to drink tea market was the fastest growing market in liquid beverages, PepsiCo targeted to have the highest market share in this competitive segment. Founded in 1902, Pepsi had grown over the years via its copious acquisitions and product launches to procure new different markets. Pepsi represent brands such as Doritos, Mountain Dew, 7 up and much more. PepsiCo has developed a strong network of distribution centers along with many bottling plants thus creating a firm global foothold (Exhibit 1).
Brand Image and Positioning:
Due to lack of advertising campaigns in recent years, the brand was not so popular among the targeted young customers, moreover the young adults conceived the brand to be fake and artificial. Being the fastest growing market in 2010, with a potential growth rate of 8% and a revenue of 2.2 billion (from case), Brisk chose to target young tea drinkers by showcasing the brand as being ‘cool’ and ‘energetic’.
2
Building Awareness:
In this case, as the budget is limited, opting viral ads to build on awareness is more favorable. The benefits of viral ads would be:
Broader Audience
Easy to Execute
Low Cost
Good Targeting
High and
Pepsi-Lipton Brisk
CASE BRIEF
JAY PAREEK
1482886
1
Problem Statement:
In a strategic footstep to expand the market share in ready to drink tea market, Pepsi had decided to invest belligerently in its brand ‘Brisk’. The challenge that the top management of the company is facing is to choose a suitable advertisement media for Brisk i.e. Social media or TV based, that would help
Pepsi-Lipton to:
Reintroduce the brand Brisk
Increase acquisition rate, and
Build a loyal customer base for the brand
Overview:
Initial major campaign of Brisk was launched in 1996, when the company used a series of clay-themed animations of celebrities to promote its tagline ‘That’s Brisk Baby’. Since its wrap up in 2002, the company had not invested on advertising campaign but, after an analysis in 2010 indicated that the ready to drink tea market was the fastest growing market in liquid beverages, PepsiCo targeted to have the highest market share in this competitive segment. Founded in 1902, Pepsi had grown over the years via its copious acquisitions and product launches to procure new different markets. Pepsi represent brands such as Doritos, Mountain Dew, 7 up and much more. PepsiCo has developed a strong network of distribution centers along with many bottling plants thus creating a firm global foothold (Exhibit 1).
Brand Image and Positioning:
Due to lack of advertising campaigns in recent years, the brand was not so popular among the targeted young customers, moreover the young adults conceived the brand to be fake and artificial. Being the fastest growing market in 2010, with a potential growth rate of 8% and a revenue of 2.2 billion (from case), Brisk chose to target young tea drinkers by showcasing the brand as being ‘cool’ and ‘energetic’.
2
Building Awareness:
In this case, as the budget is limited, opting viral ads to build on awareness is more favorable. The benefits of viral ads would be:
Broader Audience
Easy to Execute
Low Cost
Good Targeting
High and