Introduction:

Pepsico, the beverages and snacks major, launched its second major mainstream cola brand,exclusively created for the Indian market, after 24 years of operations in the world's second largest population.

"ATOM IS THE SECOND MAIN STREAM COLA FROM PEPSICO PORTFOLIO", it has been positioned as 'stronger fizzier cola with a sharp taste hit',

Pepsi's atom will compete with coco-cola's second stream brand thumps up, which is also considered as a strong cola drink.

Pepsico plans to leverage the ongoing IPL cricket tournament to give the highest possible visibility to pepsi atom, both in stadium as well as on tv. this will be followed by massive sampling across the country.

this campaign will go on from today(1-5-2013).

Price:

introductory price of Pepsi atom, which comes in black and blue packing is rs.10 for 200 ml returnable bottles, rs.15 for 250 ml can and rs.25 for 500 ml PET bottle.

                                        Endorsement:

this is the biggest investment by the Pepsico on the brand for making it as a key player in carbonated beverages.to endorse the brand ,Pepsico has got the Bollywood actor Sushant singh rajput.

Marketing campaign:

as a part of its campaign, the company has decided to stay away from the traditional way of showing "unrealistic exaggerated portrayal of male characters in advertising and movies".

Brand positioning:

they gonna redefine masculinity and portray's the modern Indian men in new light- some one who has strength in mind as well as body.

                                                                                    Other pepsico products:

Diet Pepsi, 7up, Nimbooz, Miranda, Mountain dew, Tropicana, Slice, Aquafina, Lehar evervess soda, Dukes lemonade and Mangola.