Professional Documents
Culture Documents
Submitted by:
Aman Maloo
MBA (D)- III sem.
Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.
Today
2003
History:
1998
1973
1950
1906
In 1893, Pepsi was first introduced as "Brad's Drink", in New Bern, North
Carolina, United States.
It was later labeled as Pepsi Cola.
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a
rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The
next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848
gallons.
In 1909, automobile race pioneer Barney Oldfield was the
first celebrity to endorse Pepsi-Cola
1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy.
2007, PepsiCo redesigned its cans for the fourteenth time.
Products Details:
MOUNTAIN DEW
Mountain Dew Darr Ke Aage Jeet Hai
The main formula of Mountain Dew was invented in Virginia, named and first marketed in
Johnson City, Tennessee and Knoxville, Tennessee in 1948.
In India, Mountain Dew set the soft drink category ablaze in 2003 with their iconic launch
campaign Cheetah Bhi Pieta Hai.
SLICE
Slice - Pure Mango Pleasure
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.
In 2008, Slice was launched with a 'winning' product formulation which made the
consumers fall in love with its taste. With refreshed pack graphics and clutter breaking
advertising, Slice has driven strong appeal within the category.
Tropicana
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the
most respected beverage brands. Today it is the World's no. 1 juice brand and is available in
63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold
was re-launched as Tropicana 100% in year 2008
Aquafina
Aquafina - The Purest part of you
Aquafina was first launched in USA in the year 1994 and with its unique purification system
and great Aquafina soon became the bestselling brand in the country.
In India, Aquafinas journey began with the BoBBAy launch in 1999 and it was rolled out
nationally by the year 2000. On the strength of its brand appeal and distribution, Aquafina has
become one of India's leading brands of bottled water in a relatively short span.
7UP, the refreshing clear drink with natural lemon and lime flavor was created in 1929. 7UP was
launched in India in 1990 and its international mascot Fido Dido was used for advertising in
1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his
trendy look, laid back attitude and refreshing take on life. During the brands early years in India,
7UP gained market leader status in the lemon lime category by being one of the first to be
nationally distributed as well as being marketed as a healthier alternative to other soft drinks.
Nimbooz was launched in India this year on the 28th of February 2009. Latest addition to
portfolio of Pepsi Beverages. Its a popular lemon drink.
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.Now
when we think Mirinda, we think orange. But this soft drink brand has many other fruit flavors;
Mirinda Lemon was launched in 1998 & other flavors like Apple & Barberry that were launched
as in & out. Mirinda has always been about a great orange taste, which is now synonymous
with the brand. These were communicated through our great campaigns; the memorable
Mirinda Men to Taste Asia Chaye Character Fisla Jaye.
Pepsi is a hundred year old brand loved by over 200 million people worldwide. The largest single
selling soft drink brand in India is the ubiquitous' socialized' at every occasion.
Youngistan loves it. 200 million people worldwide love it. But what has made Pepsi the single
largest selling soft drink brand in India is actually a formula concocted a century ago in a far away
continent.
Marketing Strategies
Over the course of a century Pepsi has grown to be an amazing brand both in
advertisement and style campaigns, providing top notch strategy plans to kicked out other
competitors, which not only includes Billboards, Banners & stickers on Busses & trucks,
but also with world class Celebrities !
PepsiCo looks for properties that take a vested interest in a partnerships success by
keeping the company up to speed on new marketing initiatives and other programs where
there may be a brand fit
We want to reach more consumers in more places at more times than anyone else,
Survey
A small survey was conducted to find the satisfaction level, sales, demand of
flavors, size of visi. Coolers etc.
Following result were derived regarding the satisfaction level, sales, demand of
flavors, size of visi. Coolers etc from the consumer/Customer & market.
Sample size: 250 retailers.
Location: Shyam nagar,
Ajmer road,
New Sanganer road,
Bais godown,
Bharkat nagar,
Kirti nagar,
Gurjar Ki Thadi,
Maansarovar,
Maharani Farm, etc.in the Jaipur.
Questionnaire
Q.1:- Do you use cold drink?
Yes
No
Q.2:- Are you satisfied the Pepsi product?
Always
Many a times
Rarely
Never
Strongly disagree
Q.3. Various size of visi.
650 Lt
400 Lt
220 Lt
others.
Q.4 which brand do you use?
Pepsi
Coca-Cola
Both
Do not use any
Q5.% Sales of each brand of PepsiCo
Pepsi
slice
Mirinda
7 up
Mountain dew
Q6. Which size of the bottle has higher demand?
Pepsi
Coca-Cola
Both
No One
Q7. Which flavor is more demanded?
Pepsi
slice
Mirinda
7 up
Mountain dew
100%
Source: Questionnaire
Source: Questionnaire
No. of outlets
49
53
58
68
22
No. of Outlets
70
60
50
40
No. of Outlets
30
20
10
Source: Questionnaire
0
650 Lt
450 Lt
320 Lt
220 Lt
Others
20%
15%
Demand
10%
5%
0%
Source: Questionnaire
200 ml.
300 ml.
600 ml.
1.25 Lt.
2.25 Lt.
250 ml.(Can)
45%
20%
12%
15%
8%
Pepsi
7-up
Mirinda
Mountain dew
Slice
Source: Questionnaire
Source: Questionnaire
Pepsi
Weekly
Monthly
Yearly
Cold drinks
(in carets)
(in carets)
(in carets)
Pepsi
430
1750
21600
Mirinda Lemon
390
1180
15400
Mirinda Orange
245
1000
13600
Lehar Soda
126
470
6000
Mirinda Apple
120
400
5000
Mountain dew
410
1700
19000
7up
110
400
4500
Aquafina
60
230
2200
Nimbooz
70
280
2900
Nimbooz Masala
25
300
Soda
Swot Analysis:
Weaknesses
Products Maintenance becomes very expensive.
Less reach in rural areas.
Poor signage and display is making the routes week for the sale of Pepsi.
Interpersonal relationship with the company officials and the route agent is not
satisfactory.
Opportunities
To launch Milk Products.
Threats
Increase in competitors
(b) Publicity by competitors.
(c) Numberless innovations area in beverage industry
1) Coke is the only nearest competitor and it is catching up in the market
penetration through price skimming and other promotional scheme.
2) Some local brands commonly known as kancha , Tip Top , Shine, Jayanti
and the launch of Catch soft drink a product of DS group are causing
decrease in sale in some areas.
PEST ANNALYSIS
Political Factors
Economics Factors
Social Factors
Technological Factors
Political factors
1. PepsiCo is non alcoholic beverage
and has to follow regulated by FDA
with consistency.
Economical Factors
1. Usually whenever there is an
economic downturn faced by the
economy, companies sales are badly
affected and they have to restructure
their strategies.
Social Factors
1. Lifestyle has great influence on the use
of Pepsi products, and their advertisements
are designed accordingly.
2. PepsiCo introduced plastic bottles and
cans and came up with innovative and
newer designs.
Technological Factors
1. With the technologies coming in,
companies have changed their
strategies and operations accordingly.
A recent trend that has been seen and
something that almost every company
is inclining toward is Social Media.
2. Pepsi is influenced by the modern
manufacturing techniques applicable to
their business divisions of soft drinks,
juices, and snack food.
Conclusions:
1. PepsiCo is always looking into the
future, trying to make the company most
profitable and suiting to its
shareholders.
Case study
B.S. Traders a depot of Varun Beverages Ltd. (franchise of PepsiCo.) covers maximum area of Jaipur city,
and supply beverages in its respective areas. The shopkeepers who are its customer are not satisfied by the
supply of the product as they do not get the supply of beverage on time. Due to which the shopkeepers loses
its customer. The problem of unavailability of product like 7up(300ml), Mountain dew(300ml), Aquafina,
Evervess soda(1.5ltr) makes the shopkeeper to switch over other companys product.
The problem of presence of dust particles, insect, plastic wrappers inside the beverages bottle is
major issue. Due to which the customer loses the trust on the product, which creates the bad name for the
company.
The illiteracy of drivers and helpers creates the problem as they are not well known about all the
different schemes to be provided to the different customers as per their order, so at the time of supply there
use to be disturbance between customer and drivers.
RECOMMENDATIONS
From the above study following suggestions are being recommended to the company which
they should consider to improve their brand image and increase in sales so that they can
maintain their share in the market:
Regular visits will boost the sales of the Company and will further build healthy relation with
the Retailers.
An open session with the Route agents can be held on monthly basis and
They should be given proper training to how to communicate the Schemes to the Retailers.
It is important to create a competitive spirit among the Route Agents.
Incentives on the basis of the highest share of an agent should be provided
if possible.
PePsiCos Values
We are committed to delivering sustained
growth through empowered people, acting
responsibly and building trust.
Thank you: