Advertising is a common means used by many organizations or companies all over the world to make their products or services well know and are easier to be sold. Every year many hundreds of advertisements are published through out the mass media such as on billboards, on signs, on radios, ration in newspapers, on television and internet, which are the main instruments, that we use and see everyday. Although, there are not many successful products and not everyone remembers them but PEPSI advertisings are different because most of their customers are repeat consumers. Therefore, this report will discuss the advertising strategies of PEPSI and how it stands as one of the leaders of the cola beverage industry.
             For several years the main consumers of PEPSI were teenagers and young adults. Most of its advertisings used teenager presenters or superstars who were hero of young people. Nowadays PEPSI wants to gain more market share so it is extending its market by produce many rang of product to suite every groups of consumer such as tea, coffee, water, energy drink and sport drink. They also present many kind of taste of its products that make customers have more choice. Especially it focus on people aged 23-29, who worry about their bodies and health and people who like to drink soft drinks but do not like the carbonation and sugar in them. Although at the moment the main consumer of PEPSI is the Generation X, which people are ages between 18 and 29, who have high expectations in life and are very mobile and active. In addition, PEPSI also places emphasis on the 12 to 18 year old because it believes if PEPSI can get this market to adopt its products then they can possibly establish a loyal customer for life.
             Staying on the leading edge of advertising and consumer promotions is a hallmark of the PEPSI Cola Company. In fact, the company is recognized worldwide as a leader in advertising, marketing, sales and promotional initiatives. Mor...