HISTORY

PepsiCo Inc. is an American multinational food and beverage corporation headquartered

in Purchase, New York, United States, with interests in the manufacturing, marketing and
distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in
1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
expanded from its namesake product Pepsi to a broader range of food and beverage brands,
the largest of which includes an acquisition of Tropicana in 1998 and a merger with Quaker
Oats in 2001which added the Gatorade brand to its portfolio.
PepsiCo is the second largest food and beverage business in the world. It is a global food and
beverage leader with net revenues of more than $65 billion and a product portfolio that includes
22 brands that generate more than $1 billion each in annual retail sales. Main businesses
Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola make hundreds of enjoyable foods
and beverages that are loved throughout the world.

MISSION AND VISION
MISSION: PepsiCo's mission is to be the world's premier consumer Products Company focused
on convenient foods and beverages. They seek to produce financial rewards to investors even
as they provide opportunities for growth and enrichment to their employees, their business
partners and the communities in which they operate. And in everything they do, they strive for
honesty, fairness and integrity.
VISION: PepsiCo's responsibility is to continually improve all aspects of the world in which they
operate environmental, social, economic creating a better tomorrow than today.
There vision is put into action through program and a focus on environmental stewardship,
activities to benefit society and a commitment to build shareholder value by making PepsiCo a
truly sustainable company.
PERFORMANCE WITH PURPOSE
At PepsiCo, they are committed to achieve business and financial success while leaving a
positive imprint on society delivering what they call Performance with Purpose.
There approach to superior financial performance is straightforward drive shareholder value.
By addressing social and environmental issues, they also deliver on their purpose agenda,
which consists of human, environmental, and talent sustainability.

PEPSICO VALUES & PHILOSOPHY
PepsiCo's values and philosophy are a reflection of the socially and environmentally
responsible company they aspire to be. They are the foundation for every business decision
they make.
COMMITMENT
We are committed to delivering sustained growth through empowered people acting responsibly
and building trust.
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results and helps us understand
whether today's actions will contribute to our future. It is about the growth of people and
company performance. It prioritizes both making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that we feel will get
the job done, while adhering to processes that ensure proper governance and being mindful of
company needs beyond our own.
Responsibility and Trust form the foundation for healthy growth. We hold ourselves both
personally and corporately accountable for everything we do. We earn the confidence others
place in us as individuals and as a company. By acting as good stewards of the resources
entrusted to us, we strengthen that trust by delivering on our promises and remaining committed
to succeeding together.

VARUN BEVERAGES LTD.
PepsiCo entered India in 1989 and grew to become one of the country`s leading food and
beverage Companies. As one of the largest multinational investors in the country, PepsiCo has
established a portfolio of brands that seek to refresh and excite Indian Customers. RJ Corp has
been associated with Pepsi Co since the latter`s entry into India. In 1991, a license agreement
was signed between the two companies and RJ Corp became Pepsi Co`s largest Bottling
business partner in India through its entity, Varun Beverages Ltd. (VBL).

The group manufactures and markets carbonated and non carbonated soft drinks and package
drinking water under the Pepsi brand umbrella. The beverage portfolio includes iconic
refreshment brands Pepsi, 7 UP, Miranda and Mountain Dew, in addition to low calorie options
such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, Juice
based drinks Tropicana, Tropicana Twister and slice. Also Lehar Verves Soda among local
brands. The totally turnover of the beverage distribution is about 800 Crores and enjoy a
healthy market share of 52 % vis a vis Competition in the geographical domains that the group
operates.


VBL has selling and distribution rights in territories of East Delhi, Western U.P, part of M.P, Half
of Haryana, Whole of Rajasthan, Goa, 3 districts of Maharashtra, North East and the entire
country Nepal. The group has in total 9 bottling & manufacturing plants in India and Nepal and
is responsible for producing and marketing 30 % of Pepsi`s business in India.
Its Annual Total Turnover of 500-1000 Crores and with Employee Strength of 1001-2500. It
controls over 25 per cent to 30 per cent of the soft drinks production in the country - more than
1000 million cases and is the PepsiCo's top bottler in the world and the best bottler in South
Asia. This is owned by RKJ Group i.e. Ravi Kant Jaipuria.
Stakes at Varun Beverages Ltd.
RKJ GROUP - 74%
PEPSI - 26%











7 UP
7UP, the refreshing clear drink with a natural lemon and lime flavour 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.
7UP gained market leader status in the lemon lime category by being one of the first to
be nationally distributed besides being marketed as a healthier alternative to other soft
drinks.
After establishing itself as The Lemon Drink in January 2009, 7UP has continued to
build on the theme of mood upliftment with its new tagline Mood Ko Do Lemon Ka Lift.
According to Professor Gary Yu (UCSB) and researchers for the popular Uncle Johns
Bathroom Reader the name is derived from the atomic mass of Lithium, 7, which was
originally one of the key ingredients of the drink (lithium citrate)
MIRINDA
Mirinda is an international soft drink brand from Spain that was launched in India in 1991. The
irresistible taste of Mirinda was communicated through our 1996 Mirinda Men campaign, the
2000 Taste Pe Atka, Mirindaaaa campaign and the Taste Aisa Chaye Character Fisla Jaye
campaign of 2003.
In 2008 Mirinda adopted a bold and vibrant colour, great orangey taste and sparkling bubbles that
encouraged one to be more carefree, spontaneous and playful and occasionally give in to an
impulse of uninhibited fun. This was conveyed through the Pagalpanti Bhi Zaroori Hai campaign
with Asin in 2008. In 2009, Mirinda established orange as the core of the brand with Orange
Dikha Toh Mooh Bola Mirindaaaa.

MOUNTAIN DEW
The main formula of Mountain Dew was invented in Virginia. The drink was 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 its iconic launch campaign
Cheetah Bhi Peeta Hai.
Brand Advantage
It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus
taste. The idea of daring, challenges, a can do attitude, adventure and exhilaration are deeply
entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and
rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand and its
connection to outdoor adventure.


PEPSI
Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single
selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion.
Youngistaan 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 faraway
continent.
1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink
and decided to call it Brads drink. The potion was to become Pepsi Cola in 1898, and eventually,
Pepsi in 1903.
Since its inception, Pepsi has always been at the forefront of the beverage industry and has come
up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and
the enviable My Can.
Pepsi has become a friend to youth and youth culture. Over generations, youngsters have grown
up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it
parties, hangouts with friends, or just another day at home, a day is never complete without the
fizz of Pepsi!
Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth
icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar,
Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India.
Pepsi Changed the Game during the 2011 cricket world cup by challenging convention,
celebrating the unorthodox and by becoming the official sponsor of everything that was unofficial
about the sport! Change the Game even as a thought has gained enormous popularity and
generated tremendous buzz.
Taking the same theme forward in 2012, Pepsi changed the game yet again by taking the lead in
celebrating the exciting new platform of football. Having brought the biggest international football
stars and pitching them against the mighty Indian cricketers in a classic faceoff for Pepsi is
something which only a brand like Pepsi can deliver.



SLICE
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 relaunched with a winning product formulation that made consumers fall in
love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built a
powerful appeal.
Brand Advantage
With the launch of the Aamsutra campaign in 2008, its winning taste and appealing pack
graphics, Slice created a great deal of excitement in its category and celebrated the indulgence
in mangoes like no other brand had done before.
While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the
sheer indulgence and sensuality involved in consuming a mango. The creative Aamsutra idea
communicates the experience of extreme sensuous pleasure through the act of drinking Slice.
Slice was the first brand ever in the Juice and juice drinks category to sign on Bollywood diva
Katrina Kaif as the brand ambassdor for Slice.In 2009, Slice took the notion of indulgence to a
wholenew level with the launch of the Slice Pure Pleasure Holidays, giving its consumers a
chance to win luxurious all-expenses-paid holidays to dream European destinations like Paris,
Vienna, Greece and Venice.

NIMBOOZ
Brand History
Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the Pepsi
beverages portfolio.
Brand Advantage
The brand delivers very strongly on certain expectations. These are:
Locally Relevant Taste
Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high
consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic Indian
Identity by using the traditional Matka (Earthen Pot) and Squeezer in the manufacturing process.
Convenience and Great Value
The product is available in three convenient formats, 350ml PET, 200ml RGB and 500ml PET at
the remarkable price points of Rs 18, Rs 10 and Rs 25 respectively.
Accessibility
Nimbooz is Indias first nationally available packaged Nimbu Pani.
Hygienic
It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony refreshment
anywhere you go.


TROPICANA
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost everywhere
in the world. Carefully nurtured for over 50 years, Tropicana has matured into one of the most
respected beverage brands. Tropicana is the #1 brand in packaged 100% Juice* in the world in
2011 in off-trade volume. It is today available in 63 countries. Since 1998, Tropicana has been
owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100% in 2008.
Tropicana continues to select the best fruit to manufacture high-quality juices and original
products, pioneer innovative processes and explore new markets for its products. It is committed
to fostering healthy lifestyles by ensuring that its products are naturally nutritious and provide the
daily benefits that one needs.
In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice
Beverages (sold as Tropicana).



AQUAFINA
Aquafina was first launched in the US in 1994. With its unique purification system and great taste,
Aquafina soon became the bestselling brand in the country.
In India, Aquafinas journey began with its launch in Bombay in 1999 and it was rolled out
nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become
one of Indias leading brands of bottled water in a relatively short span of time.
Aquafina goes through a five step state-of-the-art purification process to give consumers pure
water and perfect taste.
Aquafina has been built through refreshing and sharp advertising. The What a Body campaign
has helped the brand to drive premium, modern and youthful imagery in an otherwise
undifferentiated category.
Bottled across India in 19 plants, Aquafina is available across more than half a million outlets.
Catering to diverse consumer needs and occasions, it is available in various pack sizes like
300ml, 500ml, 1 ltr and 2 ltr bottles and in bulk water jars of 25 ltrs.
Aquafina is the face of PepsiCos water conservation initiatives and builds awareness about
PepsiCos efforts to replenish and restore the water table through its pack labels.






7 up v/s Sprite
1. Sprite has more of a lime taste while 7UP has more fizz and less of lime flavor.
2. Sprite also seems to have a sugary taste.
3. Like other soft drinks from Coca-Cola, 7UP is a little bitter and fizzier, which suggests it is
stronger of the two
4. If you leave the cans of both the brands open for about 10 minutes, both 7UP and Sprite lie flat
but even in this state 7UP tastes better than Sprite which is suggestive of higher carbonated
content than Sprite
ingredients
Sprite: carbonated water, high fructose corn syrup, natural flavors, citric acid, sodium citrate and
sodium benzoate to preserve taste.

7UP: carbonated water, high fructose corn syrup, natural flavors, citric acid, natural potassium citrate

SLICE v/s MAAZA
Slice from PepsiCo is focusing on the season of mangoes summers, for its new campaign.
Thus, PepsiCo has continued the Aamsutra brand proposition with a new campaign for Mango
Slice, Ab Ras Barsega and made its approach more season-centric. Our new campaign, Ab
Ras Barsega captures the essence o fSlice and its deep relationship with the mango fruit in India.
Whereas Maaza has been designed to give all mango lovers the choice of enjoying the
superlative taste experience of the delicious fruitall throughout the year with new variety Maaza,
Har mausam Aam.This particular variety gives mango loyalists the freedom to gratify their
mango craving any time they want
Maaza initially targeted children and young adults but its recent marketing campaigns seem to
focus more on the youth. Slice, on the other hand with its playful and sensuous advertisements
would cater more to a slightly mature audience as opposed to a younger segment.
One of the major differences between the two therefore remains its current positioning and
marketing campaigns. Slice has witnessed a boost in sales after signing Bollywood celebrity,
Katrina Kaif to endorse the brand and their Aamsutra campaigns have been successful in
striking a chord with the audience. Maaza, on the other hand does not have a brand ambassador
and it relies heavily on its advertising initiatives.