‘Change the Game’: Leveraging Brand Pepsi on Football Frenzy
The present case study is about PepsiCo India and its 'Change the Game' campaign. The campaign started in 2011 as a cricket-based campaign but later on switched over to football using a set of cricket and football celebrities and was transformed into an IMC (Integrated Marketing Campaign). The case primarily focuses on the communication strategies undertaken by PepsiCo India as a part of the 'Change the Game' campaign. The case is library-based and has been created purely on secondary information published in print and electronic media. The case enlightens the reader on how PepsiCo started the 'Change the Game' campaign in India back in 2011 as a cricket-oriented ad campaign and how it shifted to football, literally changing the game. The case discusses the role of supporting media, and non-traditional promotional tactics which are used in synchronization with advertisements for marketing communications. The case discusses various issues of Integrated Marketing Communication such as Setting Communication Objectives, Creating and Implementing Communication Plans, Celebrity Endorsements, Brand Leveraging, etc.
Teaching Objective:
The case is suitable for discussion in courses such as Marketing Management (Chapters on Advertising and Promotions) and Integrated Marketing Communications in a Post Graduate Program in Business Management (MBA). It could also be taken up to teach/discuss Advertising Strategy and Marketing Communications in an Executive Education Program/Management Development Program.
The case is structured in a manner so that the following learning objectives are fulfilled:
- Understanding the role of communications content and how they change/evolve over time.
- Understanding the role of non-traditional media in communications.
- Application of the communication models in practice.
- Realizing the role of support media and other tools in communication mix in creating synergy in the communication strategy.
- Synchronizing between Integrated Marketing Communication elements
- Increased role of social media in marketing communications.
Subjects covered:
Marketing Management, Advertising strategy, Marketing Communication
Keywords :
Brand Pepsi, Integrated Marketing Communications, Social Media
‘Change the Game’: Leveraging Brand Pepsi on Football Frenzy
The present case study is about PepsiCo India and its 'Change the Game' campaign. The campaign started in 2011 as a cricket-based campaign but later on switched over to football using a set of cricket and football celebrities and was transformed into an IMC (Integrated Marketing Campaign). The case primarily focuses on the communication strategies undertaken by PepsiCo India as a part of the 'Change the Game' campaign. The case is library-based and has been created purely on secondary information published in print and electronic media. The case enlightens the reader on how PepsiCo started the 'Change the Game' campaign in India back in 2011 as a cricket-oriented ad campaign and how it shifted to football, literally changing the game. The case discusses the role of supporting media, and non-traditional promotional tactics which are used in synchronization with advertisements for marketing communications. The case discusses various issues of Integrated Marketing Communication such as Setting Communication Objectives, Creating and Implementing Communication Plans, Celebrity Endorsements, Brand Leveraging, etc.
Teaching Objective:
The case is suitable for discussion in courses such as Marketing Management (Chapters on Advertising and Promotions) and Integrated Marketing Communications in a Post Graduate Program in Business Management (MBA). It could also be taken up to teach/discuss Advertising Strategy and Marketing Communications in an Executive Education Program/Management Development Program.
The case is structured in a manner so that the following learning objectives are fulfilled:
- Understanding the role of communications content and how they change/evolve over time.
- Understanding the role of non-traditional media in communications.
- Application of the communication models in practice.
- Realizing the role of support media and other tools in communication mix in creating synergy in the communication strategy.
- Synchronizing between Integrated Marketing Communication elements
- Increased role of social media in marketing communications.
Subjects covered:
Marketing Management, Advertising strategy, Marketing Communication
Keywords :
Brand Pepsi, Integrated Marketing Communications, Social Media
