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Category: Soft-drink
Brand: Pepsi-Cola North America
Source: Pepsi-Cola Senior Marketing Manager Darrell Johnson

Pepsi’s six objectives for its team sponsorship activities are:

1. Create assets owned exclusively by Pepsi
   Pepsi pursues relationships that allow the company to deliver a retail promotion to the local level. These promotions include activities like Pepsi-branded fantasy camps that are handled by local bottlers.
2. Develop a co-branded logo
   Pepsi utilizes this logo to separate itself from other team or event sponsors and further elevate its status as owning the particular promotion or platform.
3. Own the pouring rights within the facility
4. Create branding opportunities through “bold signature signage”
   Pepsi seeks signage that is prominently displayed and typically larger than other companies’ signage to create a more unique branding opportunity.
5. Cultivate hospitality assets
   Pepsi utilizes hospitality opportunities to entertain key customers both during games and on non-game days within the facility
6. Establish grass roots marketing opportunities
   Pepsi coordinates efforts with the team to create opportunities to support the relationship. These activities include on-can ticket redemption programs and other promotions that are supported on the local and retail level.

Soft Drink Data Analysis
Source: Scarborough Research

Diet Soft Drink Consumers past 7 days:

Sports most interested in:
- % of people consuming diet drinks weekly are Very Or Somewhat interested in:

1. 54% Olympics
2. 45% NFL
3. 35% MLB
4. 32% College FB

Using an index in looking at Diet Soft drink consumers and interest in sports relative to market average – Golf is tops

• Diet drinkers are 18% more likely than market average to be interested (Very or Somewhat interested in the LPGA. Index =118
• Diet drinkers are 11% more likely than market average to be interested in the PGA Tour. Index = 111.
• Diet drinkers relative to market average are less likely to be interested in WWE and Supercross/Motocross.
• Diet Drinkers are 15% less likely than market average to be interested in WWE and are 12% less likely to be interested in Supercross/Motocross.

Did you know:

• 52% of all people interested in the LPGA (very or somewhat) are drinking diet soft drinks weekly.
• 49% of all people interested in PGA Tour are drinking diet soft drinks weekly.
• 49% of all people interested in Minor League Hockey are drinking diet soft drinks weekly.
• 48% of all people interested in Horse Racing are drinking diet soft drinks weekly.
• 48% of all people interested in Minor League Baseball are drinking diet soft drinks weekly.

Regular Soft Drinks Consumers past 7 days:

Using an index in looking at Soft drink consumers and interest in sports relative to market average – Auto Sports rule.

1. Monster Trucks (Index 128) – Regular Soft drink consumers past 7 days are 28% more likely than market average to be interested in Monster Trucks.
2. WWE (Index 127)
3. Supercross/Motocross (Index 126)
4. NHRA (Index 123)

WWE and Monster Trucks have the largest % of their fans who drink regular soft drinks weekly compared to other leagues. 76% of all WWE fans and 76% of all Monster Trucks fans are drinking regular soft drinks weekly.

Overall Regular soft drink consumers are most interested (%) in:

1. Olympics – 51%
2. NFL – 46%
3. MLB – 35%

Sports Drink Consumers past 7 days:

Using an index in looking at Sports drink consumers and interest in sports relative to market average.

1. Supercross/Motocross – Index 177
2. MLS – Index 172
3. AFL – Index 171

Top Markets for Beverage Consumption:

Diet soft drinks with highest market penetration:

1. Knoxville -53.1% of all people in Knoxville drink diet soft drinks past 7 days
2. Cincinnati-52.8%
3. Louisville-51.6%
4. Milwaukee-51.2%
5. Charleston/Huntington, WV-51.1%

Regular Soft Drinks with highest market penetration:

1. New Orleans- 68% of all people in NO have consumed regular soft drink past 7 days
2. El Paso- 67.8%
3. Memphis- 67.5%
4. Oklahoma City- 67.1%
5. Albuquerque – 67%

Sports Soft Drinks with highest market penetration:

1. El Paso – 32.7%
2. Las Vegas – 29.3%
3. Fresno – 28.3%
4. Phoenix – 28.2%
5. Los Angeles – 27.9%

Scarborough Research
Study: Multi-Market 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 174374039 Respondents: 203957