Abstract:
Brand images are created so that the consumers are assured of the availability of a similar product, the next time they shell out their money for that product. But in case of Pepsi, the case is quite different. Not only have they improved the product but the get up or the packagings have changed from time to time. The article below highlights this strategy embraced by the company.It has been observed since the year 2007 that Pepsi has adopted various new brand building strategies. The company has been introducing products packaged in bottles as well as cans of different designs. As of 2007, Pepsi had decided to sell as many as 20 different designs every 5 year. Countries like Brazil, China, Australia, United States of America and Mexico have already seen few of them.
A need for consistency....
It is increasingly being felt that more and more people are becoming health conscious as a result of which fizzy beverages as well as sugary beverages are decreasing in terms of consumption. It was observed in the last few months of 2007 that increase in the sale of drinks(volume wise) was only 0.5% . This was true for North America. In fact, the sale of soda on the whole declined considerably.
Few say it is sacrilege............
Experts are of the opinion that Pepsi should adopt such advertising strategies to develop the brand image so that it can appeal to the minds of the consumers, especially when "attention spans" of the consumers are decreasing with every passing day and the market is saturated with various new entrants all prying in for entry.Few are of the opinion that the frequent changes brought in by the company in changing the get up pf cans as well as bottles act as vehicles for advertisement and not mere containers. Earlier, the Pepsi containers usually had the images of celebrities from the cine world, sports world. Not that the cans no longer carry their images but this brand is on the look out for enhancing the brand image by developing a new style.
