Executive Summary

Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized
brand. Cokes basic strength is its brand name. But Pepsi with its aggressive
marketing planning and quick diversification in creating and promoting new ideas
and product packaging, is successfully maintaining is No.1 position in India. Pepsi
is operating in India, through its 36 bottlers all over India. These bottlers are
Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce,
distribute and help in promoting the brand. Pepsi also launched its fast food chain
KFC i.e. "Kentucky Fried Chicken.
Purpose of this project is to study the strategies which Pepsi is doing in India
market for its product Pepsi cola. Pepsi International is a world renowned brand. It
is a very well organized multinational company, which operates almost all over the
world. In India It also has proved itself to be the No.1 soft drink.
We also did analysis of the soft dink industry in India and world wide. The soft
drinks set to become world's leading beverage sector. Global consumption of soft
drinks is rising by 7 -9%a year.(Block 2007) and soft drink consumption increased
by almost 500% during last 50 year (Putnam and allshouse 1999

Introduction of PepsiCo.

Pepsi international is world renowned brand .it is very well organized multinational
company which operate almost all over the world. The produces one of the beast
carbonated drink in the world. Pepsi symbol of hygiene, quality and serving all
over the world. Pepsi is producing cola for more than 100 year and it has
dominated the world market for long time, it has head offices in NEW YORK

History
In 1893, Caleb Bradham created a drink in his home spicing it with kola nuts and the
enzyme pepsin. At first, he called it Brads Drink and this was the first name of
Pepsi Cola. It was so delicious that he soon started selling it in his neighborhood.
Later, in 1998, this tasty beverage was renamed to Pepsi Cola and this was when
the start of this world brand was put.
The first years Bradham prepared Pepsi in his drugstore, but soon he was not able
to supply the increased quantity that people wanted to buy. In 1903 he rented a
building where the bottling of the drink was moved. The sales in that year reached
almost 8000 gallons. Seeing a big potential in his drink, Caleb started building a
brand and actively marketing his product. He developed a new handy bottle, which
could be sold almost anywhere. This simple move more than doubled the sales,
which reached nearly 20 000 gallons in 1904. The next year the first logo of Pepsi
was created. A few years later, Bradham hired the racer Barney Oldfield, who
became the first face of Pepsi Cola, advertising it as a nice refreshing drink, a nice
bracer before a race. Everything went well, Bradham enjoyed increasing sales and
people enjoyed more and more his drink. It was initially branded as delicious,
healthy and refreshing, and that had continued for the next two decades.

Caleb Bradham, the founder of Pepsi

The Roaring Twenties helped for the fast growth of the company. These years
were times of wealth and excess. But when the crash of 1929 hit the society, things
changed dramatically. At the climax of the Great Depression, Pepsi Cola Co. filed
for bankruptcy. Its creditors liquidated all of the assets of the business to collect their
money. A guy named Roy Megargel bought the trademark Pepsi Cola and created
a new company, but not for long. A few years later the business defaulted on its
debts once again. This time Charles Guth, a candy manufacturer and businessman,
bought the assets. He had been recently refused a discount on the syrup of CocaCola, which he wanted to sell at his retail stores. Now he would sell Pepsi there.
In 1936, Pepsi was sold in a 12 ounce bottle for 10 cents, but the sales at that price
were not going well. At that time Coca Cola was sold at higher price, but in smaller
bottles of six once, 6 cents each. Pepsi decided to reduce the price 50% in order to
increase the revenue and fight against the strong brand of its main competitor. They
combined this with some radio advertisements featuring Pepsi-Cola hits the spot,
Twelve full ounces, thats a lot, Twice as much for a nickel, too, Pepsi-Cola is the
drink for you, and in fact the goal was achieved. The sales skyrocketed and the
profits doubled in 1938. But the real benefit was that Pepsi became stronger and far
more established brand.

Pepsi Logo 1905

In 1940, a new smart move was made by Pepsis new president Walter Mack. He
noticed that African Americans were ignored in the marketing campaigns of the
company. This was a realGOLD mine, because nobody was directly targeting
towards them. This was a great way for increasing the market share. A black sales
team was formed, but World War II stopped these plans. The campaign was
resumed in 1947, by Edward Boyd, who was hired for only for this purpose. A sales
team only of blacks was formed to promote the drink across America. The team
faced great resistance caused by racism, but this helped, because they were able to
use discrimination as a weapon against Coca Cola they didnt want to hire African
Americans . Thats why they wouldnt buy Coke. Pepsis market share increased
significantly and for the first time the sales of the company surpassed the sales of
Cola in some areas (Chicago for example). But the focus on African Americans
caused some problems in the company and its bottlers. There was a fear, that Pepsi
would become the the black drink, which would hurt the sales to whites. Thats why
in 1950, the black team was dismissed.
For the next years Pepsi didnt stop its expansion. The company focused on its
marketing efforts and on building a strong brand. With the spread of radio, it was
used heavily for advertising purposes. Later Pepsi switched on to television. Many
famous and well known faces were attracted to participate in the companys
campaigns.
During the next years, Pepsi launched some very successful marketing campaigns
under different slogans, which you can see at the bottom of this article. After World
War II, the company started its expansion around the world. During these years in

America, a new social phenomena appeared the baby boomers the postwar
generation. This was the new Pepsi generation Come alive! Youre in the Pepsi
Generation. In 1964 a brand new type of the drink was released the Diet Pepsi,
because more and more Americans were paying more and more attention to their
weight. The product happened to be successful and two years later a new marketing
campaign was started only for Diet Pepsi Girlwatchers,.
Pepsi started an innovative marketing campaign in 1975 a blind tasting of Coca
Cola and Pepsi drinks. The people who tried the drinks had to tell which one was
better, without knowing what she/he drunk. Amazingly, most of the people chose
Pepsi as the better drink. Later the results of these tests were shown on TV and
other media, making a lot of noise and attracting a lot of attention. On the next year,
the first woman was employed by the company.
In 1984 Pepsis new generation had become 20 years old. This was the time for the
The Choice of a New Generation campaign to be launched. This once again put
Pepsi on the leading edge of contemporary culture. In its early stages, the New
Generation campaign featured the greatest pop star of that time Michael Jackson.
He and his famous Billie Jean starred in a series of Pepsi-Cola commercials. This
was the time of fierce fighting between Pepsi and its main rival Coca Cola which,
was really annoyed because of the fast rise of Pepsi. They even changed the secret
recipe of the Coke, but the change was rejected by the customers and these who
liked Coke, quickly switched to Pepsi. Coca Cola had no choice and returned to the
old recipe of their drink. Pepsi PresidentROGER Enrico declared victory in the so
called cola wars, and awarded Pepsis workers with a holiday to celebrate.
In the 80s many other stars were attracted for the advertising campaigns of Pepsi.
Some of them were Tina Turner, David Bowie, Lionel Richie, Gloria Estefan, Glen
Frey and many other. Even Geraldine Ferraro the first woman vice-presidential
candidate in the U.S participated of a campaign dedicated to Diet Pepsi. 1987, the
logo was changed slightly to a more rounded one, which was used to 1991.

During the 90s, Pepsi Co signed a huge trade agreement with The Soviet Union.
The company signed a $3-billion deal to more than double production and sales of
soft drinks in the Soviet Union in exchange for ships and the rights to sell more
Soviet vodka in the United States. Pepsi also increased its investment activities in
hot markets as Eastern Europe , Southeast Asia, Argentina and some other
countries. A new great historical advertising campaign was started You Got the
Right One Baby, Uh-Huh! focused on Diet Pepsi, with Ray Charles and Uh-Huh
Girls. Cindy Crawford and Shaquille ONeal also were hired for some great
advertisements like Be Young, Have Fun, Drink Pepsi. In these years the company
introduced many new products. A partnership established with Starbucks gave
birth to the brand new drink Frappucchino a refreshing drink based on coffee
and Pepsi Cola. Frappucchino soon became the most preferred cold coffee
beverage in US. Pepsi also entered the bottled water market introducing the
Aquafina water. In the late 90s (1997) Pepsi started the campaign GeneratioNext
returning to the very successful generation theme.

Pepsi Logo Today

PepsiCo today is a world leader in convenient snacks, foods, and beverages, with
more than 280 000 employees and revenue reaching $60 billion of dollars. The
company is the owner of some of the greatest world brands Pepsi-Cola, Mountain
Dew, Diet Pepsi, Lays, Doritos, Tropicana, Gatorade, and Quaker. These are wellknown all around the world.

Pepsi Slogans
1976 Have A Pepsi Day a meeting between a little boy and some even smaller
dogs, became a commercial classic.
1979 The Catch that Pepsi Spirit campaign was launched.
1982 Pepsis got your Taste for Life! great celebration of the nice times of the
80-ties
1883 The drink was advertised under the slogans Pepsi Now and Its cheaper
than Coke!.
In 1984 Was the time when a new generation had emerged around the world. It
was time for Pepsi, the Choice of a New Generation a great commercial with
Michael Jackson.
1984 Diet Pepsi. The Choice of a New Generation
1988 Diet Pepsi. The Taste Thats Generations Ahead
1989 -Diet Pepsi. The Right One
1989 Diet Pepsi. The Taste That Beats Diet Coke
1986 Weve Got the Taste (commercial with Tina Turner)
1987 Pepsis Cool
1990 Yehi hai right choice Baby UH HUH This is the right choice Baby UH
HUH for Pakistan
1991 Gotta Have It/Chill Out
1992- The Choice Is Yours
1992 Be Young, Have Fun, Drink Pepsi
1993 Right Now a song by Van Halen for the Crystal Pepsi advertisement
1994 Double Dutch Bus Pepsi song sung by Brad Bentz
1995 Nothing Else is a Pepsi
1995 Drink Pepsi. Get Stuff. Pepsi Stuff campaign
1996 Change The Script
1996 Pepsi Theres nothing official about it in Pakistan
1997 Generation Next a commercial with the Spice Girls
1998 Its the cola a 100 years Pepsi commercial
1999 For Those Who Think Young with Britney Spears

1999 The Joy of Pepsi-Cola a commercial with Mary J. Blige

1999 Yeh Dil Maange More! Pakistan meaning This heart asks for more
launched in India
2003 Its the Cola (Pepsi Cola) and Dare for More
2006 Why You Doggin Me, Taste the one thats forever young with Mary J.
Blige
2007 More Happy, Taste the once thats forever young with Michael Alexander
2000 present: Pepsi ye pyaas heh bari meaning There is a lot of thirst in
Pakistan
2008 Pepsi Stuff Super Bowl Commercial, starring Justin Timberlake
2008 Pepsi is #1 ?v commercial with Luke Rosin
2008 Something For Everyone
2009 Refresh Everything, Every Generation Refreshes the World
2009 -Yeh hai youngistaan meri jaan This is our young country my baby in
Pakistani
2009 My Pepsi My Way in Pakistan
2009 Refresca tu Mundo Refresh your world in Spanish advertisement for
Latin America
2010 Every Pepsi Refreshes The World
2010 Badal Do Zamana Urdu meaning Change The World
2010 Pode ser bom, pode ser muito bom, pode ser Pepsi meaning Can be
good, can be very good, can be Pepsi launched in Brazil
2011 Change the game launched for the 2011 Cricket World Cup in Pakistan
2011 Dunya Hai Dil Walon Ki World is For Lovers in Pakistani
2011 Ici, cest Pepsi Here, its Pepsi
2011present: "Go Next!" (Japan, for Pepsi Next)
2013present: "Kore BaMishpahot Hakhi Tovot!" (Hebrew) (Israel) - meaning Heppens at the best families
2013present: "Dil Maange Abhi" (Urdu) (Pakistan) - meaning Heart Requires Now
2013present: "Oh Yes Abhi" (Hindi) (India) - meaning Oh Yes Now

2013present: "Yalla now!" (Arabic) (Middle East and North Africa) - meaning Lets Go Now
2015-present: "Live It Abhi" (Hindi) (India)- meaning "live it now"

Pepsi Cola in PAKISTAN

Pepsi was found in 1892. In 1959 Pepsi Cola was introduced in Pakistan but due to lack of awareness it was
unsuccessful therefore the headquarters decided to windup their business in Pakistan.
1963 It came again with much revised Strategy, facing a lot of difficulties in promoting there product
and competing against COCA COLA which was a well established brand here in Pakistan and for that reason Pepsi
once again went back
1979 Pepsi had secretly promoted its diversified products and carter to all demographic groups of Pakistan there for
in with in 5 years they emerged as a market leader, having 62% of market share while COCO COLA had only 32%
share.