SOFT DRINK INDUSTRIES IN INDIA

A soft drink is a non-alcoholic beverage. It is artificially flavored and contains no fruit or pulp. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China

COMPANY PROFILE
PepsiCo, Inc. is currently one of the most successful consumer products company in the world with annual revenues exceeding $30 billion and has more than 480,000 employees. PepsiCo, Inc. began as a successor to a company incorporated in 1931, known as Loft Inc. Once known as PepsiCo Cola, the company expanded its business and adopted its current name, PepsiCo, after a merger with Frito-Lay in 1965.

PRODUCTS

PEPSI 7UP MIRINDA ORANGE LEHAR SODA NIMBOOZ AQUAFINA TROPICANA SLICE

MAJOR COMPETITORS
COLA- COKE , THUMS UP ORANGE-FANTA LIME-LIMCA,SPRITE MANGO-MAAZA M.WATER-KINLEY

SWOT ANALYSIS
STRENGTHS Global presence fully automatic machines and technology for the product and bottling of soft drinks strong distribution network

WEAKNEES Purity & Quality of the products are estimated manually Promotional activities in the rural market are not up to the mark as compared to the urban market. More emphasis is given to the large dealers

OPPORTUNITIES It should give more incentives to the dealers in the rural areas, where there is a huge market potential. It should adopt automatic and computerized quality control system for its product.

THREATS It should adopt automatic and computerized quality control system for its product. Sprite is expanding its market in rural area The frequent article in news paper about harmful effects of carbonated soft drinks

IMC EFFECTIVENESS
Yeh Hai Youngistan Meri Jaan also targets the youth the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi

 The recent campaign of Bheja Fry essentially leverages on the same emotional appeal where the Keep It Cool campaign has been somewhat tweaked to have a local appeal. Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal of being the drink of a daredevil or the No Fear personality. The campaigns launched include Do the Dew and Darr Ke Aagey Jeet Hai.

Communication Objectives PEPSI

To separate brand identity for each products. Extensive reminder advertising for repeat purchase. Use of Teaser Adv. (Sanjay Dutt & Ranbir Kapoor) to suppress NOISE. Mention the Nutritional Value of product to increase consumer awareness and build responsible brand image. SIS to assist /boost impulse buying: Tropicana followed this strategy quite succesfully.

PROMOTIONAL ACTIVITES
Point of Purchase: A sensible man does not have to go for too find out whatever a common panwala knows that People buy with their eyes. Special event market: Cricket match Media planning: Newspaper Radio TV Hoarding

CONCLUSION
Pepsi is a well renowned company and it has maintained its position well by understanding the client psychology, by ensuring quality, by introducing ingenuity in products, by enlarging its product base, by keeping economic factors in view and by intense and jazzy advertisements. Whenever and where ever there is a spotlight event, Pepsi must figure in, like the one day international cricket matches between India and Pakistan many other such occasions. The key word for success in the Marketing World is to remain in the spotlight and that is what Pepsi is doing.