Contents

ACKNOWLEDGEMENT............................................................................................ 3
EXECUTIVE SUMMARY............................................................................................ 4
CHALLENGE........................................................................................................... 5
New product category........................................................................................ 5
Product line extension........................................................................................ 5
Incremental Improvement.................................................................................. 5
INTRODUCTION TO THE COMPANY.........................................................................5
SIGTUATION ANALYSIS........................................................................................... 7
COMPANY ANALYSIS............................................................................................ 7
MISSION STATEMENT....................................................................................... 7
VISION STATEMENT.......................................................................................... 7
MARKET SHARE............................................................................................... 8
CUSTOMER ANALYSIS.......................................................................................... 8
CUSTOMERS:................................................................................................... 8
CONSUMER DECISION PROCESS:.....................................................................9
COMPETITORS.................................................................................................. 10
COLLABORATORS.............................................................................................. 11
CLIMATE:........................................................................................................... 12
ECONOMIC EFFECT ANALYSIS........................................................................12
POLITICAL EFFECT ANALYSIS..........................................................................13
TECHNOLOGICAL FACTORS:...........................................................................14
SOCIAL AND CULTURAL ANALYSIS..................................................................14
SWOT ANALYSIS OF PEPSI................................................................................. 15
STRENGTHS................................................................................................... 15
WEAKNESSES................................................................................................ 15
OPPORTUNITIES............................................................................................. 16
THREATS........................................................................................................ 16
MARKET SEGMENTATION...................................................................................... 16
BEHAVIORAL BASE............................................................................................ 16
CONGNITIVE BASE............................................................................................ 17
SELECTED MARKET STRATEGY............................................................................. 17

PRODUCT.......................................................................................................... 17
BRANDING:.................................................................................................... 17
LOGO............................................................................................................. 18
PEPSI SLOGAN............................................................................................... 18
PRODUCT LINE............................................................................................... 19
PACKAGING.................................................................................................... 19
PRICE................................................................................................................ 20
PRICES OF DIFFERENT BOTTLES....................................................................21
DISCOUNTS................................................................................................... 21
PLACEMENT/DISTRIBUTION CHANNEL...............................................................22
INDIRECT DISTRIBUTION................................................................................ 22
DIRECT DISTRIBUTION................................................................................... 22
PROMOTIONS.................................................................................................... 22
CONCLUSION....................................................................................................... 23
SUGGESTIONS...................................................................................................... 23
BIBLIOGRAPHY..................................................................................................... 24
REFERENCES........................................................................................................ 24
EVIDENCES.......................................................................................................... 24
VISITING CARDS................................................................................................ 24

EXECUTIVE SUMMARY

Purpose of this project is to study the strategies which Pepsi is

doing in Indian 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 Pakistan It also has proved itself to be the No.1 soft drink.
Now days Pepsi is recognized as Indian National drink 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 12 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.
I also did analysis of the soft drink industry in Patna, Bihar. The
soft drinks set to become world's leading beverage sector. Global
consumption of soft drinks is rising by 5% a year.

CHALLENGE
Pepsi is doing new product development on frequent interval of times. The purpose of which is
to refresh the brand. By new products and innovative ideas consumers can easily be attracted.
In following ways Pepsi is doing new product development.

New product category

Pepsi which is mainly a company of soft drinks, after establishing a brand in India PepsiCo.
Came into several new product category. Lays, kurkure and aqua fina, fast food restaurants are
the examples of new product category. And the latest arrival is Aliva and relaunch of Slice.

Product line extension

Mountain dew is the most recent addition in the product line of soft drinks which is very popular
especially among the youngsters along with Aliva baked savoury snacks.
However Pepsi launch its several variants with a minor difference on frequent interval of time.
There have been many Pepsi variants produced over the years since 1989, including Diet Pepsi,
Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday
Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and
South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi
White in Japan.
Line Filling
Pepsi claims that they are doing mass marketing but there was an unfilled gap in the consumers.
The diabetic patient cant use the regular Pepsi because of the sugar. So Pepsi had introduced diet
Pepsi to fill the gap in their drinks as of then onwards even diabetic people became their
consumers.
At the same time they introduced slice which act as their fruit drink(mango) which enhanced
their sale much more.