Can Coke steal Pepsi IPL Thunder- A presentation based on Brand Equity

1. Coke Pepsi
,
&

2. 1996 Indian World cup remember of
Pepsi’s Nothing Official About it’
campaign to Combat Coke’s sponsor
ship of the event. The ambush
marketing.

3. PepsicCo bagged title
sponsorship of IPL for next
five years for Rs.397 crore

4. Pepsi made a hefty outlay
towards title right is a big
risk in the current
unpredictable economic
scenario

5. Sponsorship is only a license to spent
and need to allocate minimum 100% of
the money it spent to buy the
sponsorship rights to leverage the
association through advertising and the
on ground events

6. Right of the property
should be back it up with
all round exposure and
preempt any threat from
the competition trying to
ambush the opportunity

7. Title sponsorship allows
exclusivity rights with
respect to the contract
signed with the BCCI

8. With stringent laws in place, an ambush
may not be as effective this time around.
Coca-cola will have to navigate ever-
tighter protection of rights, and come up
with something truly creative without
using official branding and stars

9. While Pepsi uses media and TV, Coke can
reinvent its battle through point of purchase
actions, precisely the distribution game with

10. Digital and social media usage is a big
opportunity. Ambush via digital could start
by creating strong online cricket properties
like fantasy leagues, gaming debates and
contest

11. As long as the content is
captivating consumer will
engage regardless of whether
the brand is a IPL sponsor or
not

12. Now Pepsi officials are in
a huddle with their
creative and activation
partners to crack the big
idea for the brand

13. The coke team will be keenly
watching to unwrap their
strategy for the IPL 2013

14. Thanking
You
Ref: Anil Bapna, Brand Equity