A

PROJECT REPORT ON

“ADVERTISING STATEGIES OF PEPSI”

In partial fulfillment for the course of“Post Graduate Diploma in Management”

In

MARKETING-FINANCE

Under the Supervision of: Submitted By:

Prof. SANDEEP AGARWAL JYOTI KUMARI

ASSOCIATE DEAN Batch: PGDM 2010-2012

Roll No: 1012101014

MANGALMAY INSTITUTION OF MANAGEMENT STUDIES

(Gr. Noida)

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DECELARATION

I hereby certify that the survey, data collection and analysis work related to Project Report

on "ADVERTISING STRATEGY OF PEPSICO" submitted by me for the partial

fulfillment of requirement for the Post Graduate Diploma In Management of

MANGALMAY INSTITUTION OF MANAGEMENT STUDIES (Gr. Noida). This has

not been submitted to any other university/ institution for the reward of any degree/diploma

certificate.

We further declare that all facts and figures furnished in this project report are the outcomes of

our own intensive research and findings.

This report is based on our personal opinion hence cannot be referred to legal purpose.

SUBMITTED BY:-

JYOTI KUMARI

Roll no-1012101014

(PGDM,MIMS)

Batch :-2010-2012

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ACKNOWLEDGEMENT

With immense pleasure, I would like to give special thanks to my faculty for giving me

a great opportunity to associate myself to the world’s largest soft drink company and to

carry out my project titled "ADVERTISMENT STRATEGY OF PEPSI".

I am sincerely thankful to ASSOCIATE DEAN, Prof. SANDEEP AGARWAL

(Faculty Guide) under whose guidance I have successfully completed this project and

the time spend with him has been a great learning experience. I think him for his

constant encouragement, warm response and for filling every gap with valuable ideas

that has made this project successful.

I would also give special thanks to all the outlet holders to whom, I visited for their

support, information, co-operation, advice to complete my project details would also

give my sincere thanks to all the staff and the members of PEPSICO HOLDING

INDIA LIMITED.

Thanking You

Jyoti Kumari

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PREFACE

The PGDM programme is well structured and integrated course of business studies. The main

objective of practical training at PGDM level is to develop skill in student by supplement to

the theoretical study of business management in general. Industrial training helps to gain real

life knowledge about the industrial environment and business practices. The PGDM

programme provides student with a fundamental knowledge of business and organizational

functions and activities, as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects

when we get the training in the organization. It is only the training through which I come to

know that what an industry is and how it works. I can learn about various departmental

operations being performed in the industry, which would, in return, help me in the future when

I will enter the practical field.

Training is an integral part of PGDM and each and every student has to undergo the training

for 2 months in a company and then prepare a project report on the same after the completion

of training.

During this whole training I got a lot of experience and came to know about the management

practices in real that how it differs from those of theoretical knowledge and the practically in

the real life.

In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would

help an individual in his/her carrier activities and it is true that “Experience is the best

teacher”

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CONTENTS

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Sr.No. Content Page No.

1. Executive Summary 6

2. Objective 7-8

3. Introduction of Project 9-10

4. History of Company 11-12

5. Company Profile 13-34

6. Research Methodology 35-36

7. Data analysis and interpretation 37-45

8. Finding & Suggestion 46-49 9. Conclusion 50

10. Bibliography 51

11. Questionnaire 52-54

EXECUTIVE SUMMARY:-

Advertising is very important tools from the market mix, no one company could ignore

because it is very useful for promoting product features as well as delivering relevant

information to people. Without proper advertising strategy company could competitive

advantage.

As many research have been done over this topic. According to various studies it has been

observed that those companies could compete over the competitors, those adopt effective

market strategy. Today is age of competition, every company want to generate high sales

revenue and more and more customers as well, so it can only possible for adopting properly

advertising method. In Pakistan Coca cola and Pepsi both are market leader, hence this study is

also going to conduct over both company advertising strategy.

The reason behind this study to analyze to find out how advertisement affects the customer

decision, and what the customer’s perceptions towards particular company advertisement are.

In the next coming page, you will see that comparison about both companies advertising

strategies how they use their ads for attract the customers towards its product.

For core result and good finding a survey has been conduct for gathering data from the

customers. Questionnaires tools have been used for collecting data from the customers. For

analysis and interpretation we have used frequency table with graphically presentation.

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OBJECTIVE OF THE PROJECT REPORT:

The main objective of this project is to know the advertising strategies of PepsiCo.

The next objective of this projects is to advertise the various

Products of the company.

To find out the present status of PepsiCo at the retail outlets in the area.

Its helps to know the distribution and marketing strategy of the company.

To find out available opportunities in the market by finding gaps in competitors

penetration.

To collect data from retailers for the activation of new channels.

Find out the ways to increase the sales of PepsiCo.

To study the presale concept of the Pepsi.

To enhance the market share of the company.

To study the retailers satisfaction.

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SCOPE OF THE STUDY:-

By this study company can know its growth.

This study helps the company to know their actual position in the market.

It helps to find out the promotion activities/advertising activities of the company.

This study ensures the availability of the product in the market.

The study also helps in the evaluation of the market strategy.

It helps to maintain the outlets in a well-designed way to attract the consumers.

INTRODUCTION:-

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BEVERAGES:

Beverage industry is one of the fast growing industries in India .it can be divided into two

sections i.e. carbonated and non-carbonated. The carbonated drinks that can be further

classified into cola, lemon orange, mango and apple segments.

Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all

the segments of consumers. Marketing is also to convert social needs into profitable

opportunities. So this topic provides all the essentials to theoretical knowledge with practical

knowledge and to inculcate the efficiency. it is also requirement for the company to improve

their service and product quality for achieving their ultimate goal.

As far as the soft drink market is concerned, it is facing the cut throat competition because of

the availability of a large number of indirect as well as direct competitors. Single company

offers the soft drink to the market in different taste and flavors. In this industry entire range of

flavors are produced by other competitors also. More often it becomes impossible to

differentiate between the same flavors of two different brands, when served in plane container,

range also. All these factors together make the situation complicated. Besides both

corresponding brands have the similar price.

BEVERAGES:-

SOFT DRINKS INDUSTRY IN INDIA

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BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

COMPANY’S HISTORY

Pepsi Cola Company:-

Caleb Bradham, a New Bern, N.C. druggist who first formulated Pepsi-cola, founded Pepsi

Co.’s beverage business at the turn of the century i.e. in the year 1890. A young phannacist

Called Bradham began experimenting in 1890 as a cure for dyspepsia (indigestion) with

combination of spices, 1 juices and syrups and created a refreshing new drink to serve his

customer. He succeeded beyond all expectations as he invented the new beverage now known

around the world as "PEPSICOLE"

In 1902, he launched the Pepsi Cola Company in the back room of pharmacy, and applied to

U.S. patient office for Trade Mark. The business began to grow and on June 16,1993, Pepsi-

Cola trademark was officially registered with U.S. office.

Today consumers spend about $31 billion on Pepsi-Cola beverages. Brand Pepsi and other

Pepsi-Cola products-including Diet Pepsi, 7UP Pepsi Blue, Mountain Dew, slice and

Mugvrands- Account for nearly one third of total soft drink sales in the United States, a

consumer marker totaling about $56 billion.

In 1992 Pepsi-Cola formed a partnership with Thomas J. Liption Co. Today Liption is the

biggest selling ready to drink tea brand in the United States. Outside the United States, Pepsi-

Cola Company's soft drink operations include the business of even- up International; Pepsi-

Cola beverages are available in about 170 countries.

Pepsi-Cola began selling it products internationally in 1934 with its operations in Canada.

Operations grew rapidly beginning in the 1950s. Today Pepsi-Cola products account for about

a quarter of all soft drinks sold internationally. In addition to brands marketed in the United

States, Major products include Miranda and Pepsi Max.

Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola

bottles and food service customers. This includes some of the world loved and most recognized

advertising. New advertising and exciting promotions keep Pepsi-Cola brands young.

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In 1940, history was made when the first advertising jingle was broadcast nationally. The

jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi

and the quantity for that price. "Nickel Nickel" became a hit record and was recorded into

fifty-five languages.

In 1964, Diet Pepsi was introduced.

THE BUSINESS

PepsiCo. Has a worldwide operation in 3 fields

Non Alcoholic beverage

Snack Foods.

Fruit Juices

PESPI COMPANY PROFILE:-

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PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees.

PepsiCo is a world leader in convenient snacks, foods and beverages, with Revenues of more

than $39 billion and over 185,000 employees.

The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages

(PAB) and PepsiCo International (PI).

PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America

food and snack businesses, including Sabritas and Gamesa businesses in Mexico. PAB

includes PepsiCo Beverages North America and all Latin American beverage businesses. PI

includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa.

PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-

for-you items to product choices that contribute to healthier lifestyles.

PepsiCo’s mission is “To be the world's premier consumer products company focused on

convenient foods and beverages.  We seek to produce healthy financial rewards to investors as

we provide opportunities for growth and enrichment to our employees, our business partners

and the communities in which we operate.  And in everything we do, we strive for honesty,

fairness and integrity.”

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Shareholders:-

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange

in the United States. The company is also listed on the Chicago and Swiss stock exchanges.

PepsiCo has consistently paid cash dividends since the corporation was founded.

Corporate Citizenship

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to

contribute to the quality of life in our communities. This philosophy is expressed in our

sustainability vision which states: “PepsiCo’s responsibility is to continually improve all

aspects of the world in which we operate – environment, social, economic -- creating a better

tomorrow than today.”

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.

PepsiCo Headquarters

PepsiCo World Headquarters is located in Purchase, New York, approximately 45

minutes from New York City. The seven-building headquarters complex was designed by

Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres

of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world-

acclaimed sculpture collection in a garden setting.

The collection of works is focused on major twentieth century art, and features works

by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto

Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens originally were designed

by the world famous garden planner, Russell Page, and have been extended by François

Goffinet. The grounds are open to the public, and a visitor's booth is in operation during the

spring and summer.

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MISSION :-

We aspire to make PepsiCo the world’s premier consumer Products Company, focused on

convenient foods and beverages. We seek to produce healthy financial rewards to investors as

we provide opportunities for growth and enrichment to our employees, our business partners

and the communities in which we operate. And in everything we do, we strive to act with

honesty, openness, fairness and integrity.

The behaviors that will help us achieve our mission are articulated in our Values Statement.

VISION :-

As we stand at the crossroads of the new millennium, it's time to eradicate our focus and

energy single-mindedly to our Vision. The Vision to be the Best.

And what is that vision?

"To be the best consumer products company in the eyes of our suppliers, consumers,

employees and shareholders."

PepsiCo. Has a worldwide operation in 3 fields :-

Non Alcoholic beverage

Snack Foods.

Fruit Juices

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PepsiCo India Holdings Private Limited:-

PepsiCo, the world leader in convenient foods and beverages, welcomes you to a community

of over 157,000 employees spread over more than 200 countries and territories across the

globe with annual revenues in excess of $33 billion. As part of its sustainable development

initiatives, PepsiCo India has been a committed leader in the promotion of rain water

harvesting, water conservation recycling and the reduction of effluent discharge. Thus, we seek

to produce healthy financial rewards to investors as we provide opportunities for growth and

enrichment to our employees, our business partners and the communities in which we operate.

And in everything we do, we strive for honesty, fairness and integrity.

About Chairman :-

Indra Nooyi is Chairman and Chief Executive Officer of PepsiCo. Mrs. Nooyi leads one of

the world’s largest convenient food and beverage companies, with 2007 annual revenues of

more than $39 billion. The company operates in nearly 200 countries, and employs more than

185,000 people worldwide. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola

beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio

includes 18 brands that generate $1 billion or more each in annual retail sales.

PepsiCo’s commitment to sustainable growth, defined by Mrs. Nooyi as

Performance with Purpose is focused on generating healthy financial returns while giving

back to communities the company serves. This includes

Meeting consumer needs for a spectrum of convenient foods and beverages, replenishing the

environment through water, energy and packaging initiatives, and supporting its employees

through a diverse and

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COMPANY FACTS:-

Company Name:

PepsiCo India Holdings Private Limited

Industry:

Food & Beverage / Catering / Restaurant

Type of Company:

Private Limited Company, Foreign Based Company

Location:

DLF Corporate Park, S Block, Qutab Enclave, Phase III Gurgaon 122 002

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PRODUCT PROFILE:-

Product and Services:-

PepsiCo’s mission is to be the world’s premier consumer Products Company focused on

convenient foods and beverages. The company seeks to produce healthy financial rewards to

investors as it provides opportunities for growth and enrichment to its employees, business

partners and the communities in which it operates. PepsiCo now has many global brands,

which include: Pepsi-Cola, Diet Pepsi, Mountain Dew (Diet & Regular), Gatorade, Walkers,

Lays Potato Chips, Doritos Tortilla Chips, Tropicana Pure Premium Orange Juice, 7-UP

(Outside USA), Cheetos Cheese Flavored Snacks, Quaker Cereals, Aquafina Bottled Water,

Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, Sierra Mist (Diet & Regular) and

Fritos Corn Chips.

Culture and Values

BRAND:-

Various products of these Brands:-

Our products can be found in nearly 200 countries around the globe. Take a closer look at the

brands that make up the PepsiCo portfolio and learn more about the products they offer.

Pepsi-Cola

Pepsi has been bringing fun and refreshment to consumers for over 100 years. Learn more

about our flagship brand and the broad spectrum of beverages it offers worldwide.

Frito-Lay

Employing over 48,000 people and bringing in over $11 billion of business, Frito-Lay

invigorates PepsiCo's portfolio of products with plenty of good food and 'good fun'

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Tropicana

Tropicana, the strongest name in juices, extends the PepsiCo portfolio of brands with plenty of

nutritious, high-quality flavor.

Quaker

Quaker's power-packed line of popular brands expands our portfolio with a wide range of

healthy food choices.

Gatorade

Available in over 80 countries, Gatorade's line of performance drinks adds over 40 years of

rehydration and sports nutrition research to the PepsiCo portfolio.

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ADVERTISING STRATEGIES:-

(*)DEFINATION OF ADNERTISING STRATEGY:

An advertising strategy is a plan to reach and persuade a customer to buy a product or a

service. The basic elements of the plan are 1) the product itself and its advantages, 2) the

customer and his or her characteristics, 3) the relative advantages of alternative routes whereby

the customer can be informed of the product, and 4) the optimization of resulting choices given

budgetary constraints. In effect this means that aims must be clear, the environment must be

understood, the means must be ranked, and choices must be made based on available

resources. Effective product assessment, market definition, media analysis, and budgetary

choices result in an optimum plan—never the perfect plan because resources are always

limited

 

Evolution of Strategies

A closer look at the brand identities of each of the brands helps assess how successful their

advertising campaigns have been in creating a brand image in tune with it, while being

sensitive to the value system of the target audience.

PepsiCo’s Campaign

The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of PepsiCo puts forth

some interesting aspects about the evolution of these brands. Pepsi was one of the first

products to Indian markets after the economic reforms of 1991.

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Pepsi

Pepsi began with 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. The focus, as is clearly evident, is on the product with the youth as its target

segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns.

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 company however failed to maintain the trend and leverage it. Instead of moving

on to a complete emotional appeal platform, the company decided on a product based

promotion campaign. Though there is still some amount of emotional appeal to its

campaigns, the principal focus is on the product - it being a preferred thirst quencher.

7 UP

In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as

well. However, with changing times and a contextual difference in India, a much more

focused campaign was required. This led to the Keep It Coolcampaign, which was targeted

primarily at the youth and the teenager segment. Hence the appeal was at a more subtle,

emotional level, which was meant to convey a potential lifestyle statement. The recent

campaign of Bheja Fryessentially leverages on the same emotional appeal where the Keep It

Cool campaign has been somewhat tweaked to have a local appeal.

Mountain Dew

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 Dar Ke Aagey Jeet Hai. The initial campaign was unclear in terms

of its appeal and the target segment, as a result of which the brand suffered some jolts in the

beginning. However, the latest campaign captures the No Fear or the Macho Man image. In

this sense, the brand directly competes with Thums Up from the Coca Cola Stable

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ADVERTISING STRATEGIES OF PEPSICO:-

Pepsi advertising

Advertising is a common means used by many organizations or companies all over the

world to make their products or services well know and are easier to be sold. Every year

many hundreds of advertisements are published throughout the mass media such as on

billboards, on signs, on radios, ration in newspapers, on television and internet, which are

the main instruments, that we use and see every day. Although, there are not many

successful products and not everyone remembers them but PEPSI advertisings are

different because most of their customers are repeat consumers. Therefore, this report

will discuss the advertising strategies of PEPSI and how it stands as one of the leaders of

the cola beverage industry. For several years the main consumers of PEPSI were

teenagers and young adults. Most of its advertisings used teenager presenters or

superstars who were hero of young people. Nowadays PEPSI wants to gain

more market share so it is extending its market by produce many rang of product to suite

every groups of consumer such as tea, coffee, water, energy drink and sport drink. They

also present many kind of taste of its products that make customers have more choice

ADVERTISING & PUBLICITY

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Pepsi Co. is one of the biggest and spenders in India. It is also one of the biggest global ad

spenders. It has long a list of endorsers from pop star Ricky martin to file stars Shahrukh

Khan, Amitabh Bacchan etc. & Cricket stars Sachin Tendulkar, V.V.S Laxman, Harbhajan

Singh etc. Hindustan Thompson Associates, the big gets advertising agency of India has the

account of Pepsi Co. is known for its board cast advertising but it also spends a lot in non-

board cast advertising i.e. hoarding, banners, posters stickers, specialties, hangar,dealer

board, glow signboards, wall painting and newspaper..

SUSTAINABLE ADVANTAGE:-

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Three major sustainable advantages give PepsiCo a competitive edge as we operate in the

global marketplace.

Three major sustainable advantages give PepsiCo a competitive edge as we operate in the

global marketplace:

1. Big, muscular brands;

2. Proven ability to innovate and create differentiated products; and

3. Powerful go-to-market systems.

Making it all work are our extraordinarily talented and dedicated people.

When we take these competitive advantages and invest in them with dollars generated from

top-line growth and cost-saving initiatives, we sustain a value cycle for our shareholders.

In essence, investing in innovation fuels the building of our brands.

This in turn drives top-line growth.

Dollars from that top-line growth are strategically reinvested back into new products and

other innovation, along with cost-savings projects.

Thus, the cycle continues.

ADVERTISING WITH BRAND AMBASSADER:-

Bollywood actor Ranbir Kapoor one of the brand ambassadors of Pepsi, ..

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PepsiCo terminated their long term association with their brand ambassador ...

(JOHN)

PepsiCo has roped actress Deepika Padukone as its brand ambassador

Tiger Woods have been playing the role of brand ambassadors to drive ...

Pepsi PepsiCo is dropping Indian cricketers Sourav Ganguly, Rahul Dravid

as brand ...

BRAND SLOGAN:-

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Slogans

1939–1950: "Twice as Much for a Nickel"

1950: "More Bounce to the Ounce"

1950–1957: "Any Weather is Pepsi Weather"

1957–1958: "Say Pepsi, Please"

1958–1960: "Don't be a Tramp, Buy a Can" Zane

1961–1964: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie

Sommers)

1964–1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie

Sommers)

1967–1969: "(Taste that beats the others cold) Pepsi Pours It On".

1969–1975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"

1975–1977: "Buy a can 50p"

1977–1980: "Join the Pepsi People (Feeling Free)"

1980–1981: "Catch That Pepsi Spirit" (David Lucas, composer)

1981–1983: "Pepsi's got your taste for life"

1983: "Its cheaper than Coke!"

1983–1984: "Pepsi Now! Take the Challenge!"

1984–1991: "Pepsi. The Choice of a New Generation" (commercial with Michael

Jackson and The Jacksons, featuring the Pepsi version of "Billie Jean", "Bad" and "Black

or White". "Black of White"'s was promoting the Dangerous World Tour.)

1984–1988: "Diet Pepsi. The Choice of a New Generation"

1988–1989: "Diet Pepsi. The Taste That's Generations Ahead"

1989–1990: "Diet Pepsi. The Right One"

1989–1992: "Diet Pepsi. The Taste That Beats Diet Coke"

1986–1987: "We've Got the Taste" (commercial with Tina Turner)

1987–1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version

of Bad)

1990–1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet

Pepsi)

1990–1991: "Yehi hai right choice Baby UH HUH" (Urdu - meaning "This is the right

choice Baby UH HUH") (Pakistan)

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1991–1992: "Gotta Have It"/"Chill Out"

1992:"The Choice Is Yours"

1992–1993: "Be Young, Have Fun, Drink Pepsi"

1993–1994: "Right Now" (Van Halen song for the Crystal Pepsi advertisement)

1994–1995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)

1995: "Nothing Else is a Pepsi"

1995–1996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign

1996:"Change The Script"

1996–1997: "Pepsi: There's nothing official about it" (During the Wills World Cup

(cricket) held in India/Pakistan/Sri Lanka)

1997–1998: "Generation Next" (with the Spice Girls)

1998–1999: "Its the cola" (100th anniversary commercial)

1999–2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial

with Britney Spears/commercial with Mary J. Blige)

1999–2006: "Yeh Dil Maange More!" (Hindi - meaning "This heart asks for more")

(India)

2003: "Its the Cola"/"Dare for More" (Pepsi Commercial)

2006–2007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J.

Blige)

2007–2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander)

2000–present: "Pepsi ye pyaas heh bari" ((Urdu) meaning "There is a lot of thirst"

(Pakistan))

2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)

2008: "Рepsi is #1" Тv commercial (Luke Rosin)

2008–present: "Something For Everyone"

2009–present: "Refresh Everything"/"Every Generation Refreshes the World"

2009–present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young

country my baby")

2009–present: "My Pepsi My Way"(Pakistan)

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2009–present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world")

(Spanish Spoken countries in Latin America)

2010–present: "Every Pepsi Refreshes The World"

2010–present "Pepsi. Sarap Magbago." (Philippines - meaning "Its nice to change")

2010–2011 "Badal Do Zamana" (Urdu - meaning "Change The World" by CALL)

(Pakistan)

2010–present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" (Can be good, can

be very good, can be Pepsi) - Brazil

2011–present: "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket

World Cup)

2011–present "Dunya Hai Dil Walon Ki" (Pakistan-meaning World is For Lovers by

Ali Zafar)

2011–present "Ici, c'est Pepsi" (Québec-meaning Here, it's pepsi)

2011–present "Summer Time is Pepsi Time"

2011–present "Born in the Carolinas"

PEPSI GEARS UP FOR FRESH ADVERTISING STRATEGY:-

Mumbai, Jul 14

With the swinging fortunes of cricket stars, PepsiCo India is gearing up to launch a brand new

advertising campaign for Pepsi with out any star endorsers. Currently, PepsiCo India has

twelve star endorsers from Bollywood and the Indian cricket team.

“Pepsi’s new campaign will be a consumer–centric advertising campaign without any

celebrities,” informed industry sources. ‘Celebrities may come and go but brands are forever,’

seems to be PepsiCo’s new motto.

Incidentally, PepsiCo has not yet renewed Sachin Tendulkar’s contract which expired in May

this year. According to industry sources, PepsiCo is now shifting its marketing focus to MS

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Dhoni, the highest paid IPL player. “The company will bring in MS Dhoni to the centre space

from side lines. Of course, PepsiCo will make Dhoni wear some decent clothes to erase his

Lungi-clad image,” said Prahlad Kakar, a leading ad film maker in Mumbai. Remember Pepsi’

ads featuring Dhoni, captain of the Chennai... Super Kings team?

Enthused by the response to Dhoni’s ‘Mind it’ ads, the company will now project Dhoni as its

brand icon in the next few months, predict industry analysts. “Young cine stars Deepika

Padukone and Ranbir Kapoor now star in Pepsi Youngistan campaign. Very soon, we may see

Dhoni sharing the screen space with Shar Rukh Khan in Pepsi ads,” added analysts.When

contacted by FE, PepsiCo India declined to comment on its advertising plans.

On PepsiCo’s shift in strategy, Ramesh Narayan, veteran advertising professional based in

Mumbai said: “I think every brand needs to keep in mind its profile. And Pepsi has always

stood for the youth. I do not think it is any comment on Tendulkar as a player but they need to

refresh their stable of sports person with younger people.” In sync with its new strategy,

PepsiCo has roped in Ishant Sharma and Rohit Sharma to feature.. in its ‘Yeh hai Youngistan

Meri Jaan’-dumping cricket stars Dravid and Ganguly.

Meanwhile, Frito Lay, PepsiCo’s snack foods arm has revamped its retail strategy by offering

33% extra in all ‘Lays’ packs -- at no extra cost. “For ‘Kurkere, it is offering 20% extra. In

fact, PepsiCo’s pricing strategy is quite effective in today’s price-sensitive markets,” said a

leading retailer in Mumbai..

PEPSI GLOBAL STATEGY:-

When the "You're in the Pepsi Generation" advertising

campaign launched in 1963, it may have been the first time a brand was marketed primarily

with an association to its consumers' aspirational attitudes. A decidedly youth-oriented

strategy, the campaign hoped to hook young Baby Boomers while they were still young. In

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1984 Pepsi launched another long-running campaign, "The Choice of a New Generation,"

and in 1997 they debuted the "Generation Next" concept.

The newest campaign slogan, introduced this year, is "More Happy," which definitely

coincides with one concrete example of "more" in the packaging of Pepsi products today—

more designs. Many more. At least 35 distinct design ideas will grace the packaging of Pepsi's

cans and bottles this year alone, and this design strategy may continue indefinitely.

Though not "generational" in word, the campaign certainly has a youth-oriented feel with

package designs, advertising, and websites that are fun and playful. PepsiCo worked closely

with Peter Arnell and Arnell Group, based in New York City, to devise a comprehensive new

strategy that would connect with Pepsi's core consumers. Arnell reinvented the Pepsi package

as a meaningful and appealing communications tool for the latest generation of youth that are

not overwhelmed by media, music, or digital distractions.

Distribution Channel and strategies

“Marketing channels are sets of interdependent organizations involved in the process of

making a product or service available for use or consumption” (Philip Kotler)

Distribution (Place) Strategies

● Product availability where and when customers want them.

● Involves all activities from raw materials to finished products

Basic Channels of Distribution

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Distribution Objective

Minimize total distribution costs for a given service output

Determine the target segments and the best channels for each segment

Objectives may vary with product characteristics

e.g. perishables, bulky products, non-standard items, products requiring installation &

maintenance

DISTRIBUTION CHANNELS (Pepsi)

There are two marketing channels that involve in the transfer of product from the producer to

the consumer. The intermediaries involved in the transfer are distributors and retailers.

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Manufacturers/products

Agents/brokers

Wholesalers/distributors

RetailersRetailers

Consumers and organizational end users

PlacePlace

DISTRIBUTORS

Distributors are appointed agents of the company who make orders to the company by paying

in advance through drafts, stock the products in their godowns and supply them to outlets

through their fleet of delivery was and a team of salesmen and drivers. They are allowed to

sell to company's product to the retailers in a specified area. The company divides this area

into routes. Each route is covered by one unit i.e. one de livery van, one salesman one driver,

one helper etc. These units and godown are their main investment. Distributors have to invest

in empty bottles and crates too, so that they can maintain a specified quantity of reserve stock

and facilitate the quick rotation of glass crates.

The company evaluates its distributors at the end of the year and makes plans for the next

year. Company fixes the targets for each distributor according to market size, last year’s

sales, potential growth assumption based on deposit of empties and installation of coolers at

outlets. Distributors are awarded with a fair margin of RS. 10 per crate for their service. This

margin could be increased for the sale above the targets, company offers are met with

distributors before appointing them. Distributor complying with many schemes and contests

for its customers for pushing different brands and giving various services. Company also

offers many gifts like, briefcase, and handbags. T-shirts, caps etc.to encourage the

distributors. If distributor does not agree with the conditions of these agreement company

may reduce the area of distributor or may even terminate the relationship.

RETAILERS:-

The sale of particular soft drinks depends a lot entirely on retailer’s wish. Like if he does not

keep Aquafina and if his shop is at the prime location then certainly the customer with turn

towards other cola drinks like Bisleri, Kinley etc. This all goes to prove that retailer is king.

So retailers require special focus from the company. Pepsi Co. helps the retailers to serve its

customer better by providing good margin to them for storing its product using

merchandising to improve in-store product display, installing cooling equipment in outlets to

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make the product ready to drink and offering different promotion schemes to them time to

time to push different brands, Pepsi Co. Provides a fair margin of RS. 24 per crate to the

retailers.

CUSTOMER SERVICE DEPARTMENT:-

Customer Service is a support function to sales and marketing Department and is concerned

with effectively dealing with all customer complaints

This starts from:

Ensuring Receipt, Documentation and Follow Up of all complaints to be take care of within a

specified time in order to achieve the ensure Customer (retailer) distributor and consumer

Satisfaction. The Customer complains directly through phone or pager or through the sales

team visiting them. Types of Complaints handled are related to:

Consumer

Signage and Schemes

Supply and Service

Quality of Product

Cooling Equipment.

RESEARCH METHODOLOGY:-

RESEARCH DESIGN:

A research design is the arrangement of conditioned for collection and analysis of data in a

manner that aims to combine relevance to the research purpose which economy in procedure.

Main characteristics of research design can be summarized in two words-

1- Anticipation

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2- Specification

My research design is “ANALYTICAL RESEARCH DESIGN”.

In my research, researcher has conducted a market Survey of the Marketing strategy of

PepsiCo, Gr. Noida.

TYPE OF RESEARCH:-

SAMPLE SIZE:- 50

The basic types of research are as follows :

(*) Analytical Research:

In this research, the researcher has to use facts or information already available these to

make, and analyze these to make a critical evaluation of the material.

Source of Information

In our research we have made use of both primary and secondary data.

PRIMARY DATA:

survey

Personal interaction

SECONDARY DATA:

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Articles published in different magazines.

Article published in internet.

Internet.

DATA ANALYSIS AND ITS INTERPRETATION

QUESTION (1)- Type of outlet

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INTERPRETATION:

After the collection of data, we analyse that 40% shopkeeper use general store but 20% use pan

shop, sweet shop and canteen.

QUESTION2- Are u deal with the PepsiCo brand?

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INTERPRETATION:-

We analyses that 45% shopkeeper dealing in Pepsi 55% not deals in PepsiCo.

QUESTION 3. Are you satisfied with the advertising strategies of PepsiCo Company?

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INTERPRETATION:- After analysis of data we find that 25% persons are highly

satisfied but 35% are only satisfied, 25% are not satisfied finally 15% are highly

dissatisfied.

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QUESTION 4- What do you feel that advertising strategy help Company to capture large

market share?

INTERPRETATION:-

After analysis we find that 55% shopkeeper is agree that its capture large market

share and 45% are not agree.

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QUESTION 5-.. Do you feel that advertising strategy attract the customers most?

INTERPRETATION:-

My data collection interpret that most of people thinking that (55%) advertising strategies

attract the customers most but 45% are disagree.

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QUESTION6:- Do you feel that advertising strategy affect the quality of brand most?

INTERPRETATION:-

50% satisfied with this statement and 50% are not fully satisfied with this statement.

QUESTION:7- Which medium affect the advertising strategies most?

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INTERPRETATION:-

After the survey I got the opinion that T.V.(40%) affect the sale most and display(25%),

magazines(20%) and wall painting affecting (15%) of the sale of brand (Pepsi).

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QUESTION8:- Do you think that aggressive advertising further increase the sales

Volume of Pepsi?

INTERPRETATION:-

50% person believing that aggressive advertising increase the sales and 45% not believing.

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QUESTION9:- What kind of promotional activities affect sale mostly of PepsiCo?

INTERPRETATION:-

After the survey we got the result that Discount(45%) affect the person more as compare to the

Free Bottle(20%), prize(25%) and others(10%)

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QUESTION10:- . What are your suggestions to improve the sale?

INTERPRETATION:-

After survey my suggestion is that advertising is the most effective tool for increasing sales

(30%) then new schemes (25%), credit facility(20%), refrigeration(10%)and reduction in

deposit(10%).

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FINDINGS :-

(*) All Findings of the Survey:-

Efficient brands of PepsiCo are not available in outlets.

Sales people and delivery persons do not visit the outlets on a regular basis.

Advertisement materials are not available in the right time at the right place i.e.

Different Channels like Grocery, Convenience, E&D.

Many outlet owners have complains on improperly working visicooler i.e. its cooling

Capacity is low or its lights are not working.

This Survey shows that there is considerable no. of outlets which are not selling Pepsi.

Large no. of retailers wants visi coolers.

Company does not provide schemes properly.

Company does not provide discount properly.

Some retailers are not satisfied with service of Pepsi so they are selling coke.

All brands of Pepsi are not available so retailers suffer with shortage of stock.

The no. of Pepsi is high in comparison of coke but some retailers prefer to sale coke

because of shortage of Pepsi and poor distribution channel.

Retailers need display & schemes so that they can increase the sale of Pepsi, Retailers

need the sign boards to attract customers. The distribution is not so proper or we can

say not satisfactory.

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SUGGESTIONS :-

Suggestion Regarding Improvement:-

1. Delivery position should be maintained to get good return from the market.

2. The company must try to make different brands of PepsiCo available at every retail outlet

whether it is large or small, otherwise the consumer may go for substitute.

3. Sales People and delivery persons should properly monitor the market whether stocks are

available and are properly utilized in the market or not.

4. We can provide them beautiful display racks, tablemats, menu-cards etc., containing the

trademark and brand name of the company.

5. Display material should be provided to the retailers on more regular basis to increase the

sales level.

6. Maintenance work of refrigerator; i.e. purity must be improved.

7. The company should take steps to replace damaged or unsellable Pepsi goods frequently

from the retailers.

8. The Company employees should make direct contact with the consumers, so that they may

aware with real situation of the market and consumers attitude towards the product. For this

they can arrange awareness camps in different locations.

9. Advertisement and publicity in the untapped market by way of signage, racks, paintings,

banners, hoarding etc. should be expanded.

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10. Margin to retailers should be taken care off and may be possible ought to be increased

without increasing the overall price.

11. Signage’s & merchandise should be installed against the sale performance of the outlets as

well as the need of the market.

12. By the top officials should be made in the un tapped areas to access the real situation and

should be done as a surprise visit instead of planned visit.

LIMITATIONS OF STUDY:-

It is well known fact that constraint and limitations are bound to be present in any study do

this also has some limitation as:-

1- The survey has been conducted only in few areas of Gr. Noida due to limited time.

2- It is very difficult to make people understand the significance of conducting survey.

3- Lack of retailer’s interest to answer the questions is also an important limitation.

4- Lack of knowledge of area has affected the research.

5- The information given by the client may be false and bias.

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CONCLUSON

Pepsi is superior brand than coca-cola but from some time its market share has come down due

to various reasons. In India the company is running with very fast speed. The popularity of

Pepsi is better than coke. It has bright future.

It has democratic and communicative style of functioning.

Some points are given below:-

1- Proper approach to the retailers at the time of tie ups is required.

2- The retailer’s satisfaction is low.

3-Company does not provide schemes properly.

4-No provision for regular replacement of damage of bottles.

5-.Many complains of retailers does not listen by the company.

6-.Many retailers want monopoly but company does not provide.

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BIBLOGRAPHY:-

Books:

Marketing Management – “Philip Kotler”

Research Methodology – “C.R. Kothari”

Web Sites

www.google.com

www.pepsico.com

www.coca-cola.com

www.ask.com

www.wikipedia.org

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QUESTIONNAIRE:-

Name of outlet: Name of the owner:

Address: Phone:

1. Type of outlet

(a) General store (b) Pan shop

(C) Sweet shop (d) Canteen

Result: (a) 40% (b) 20%

(c) 20% (d) 20%

2. Are u deal with the PepsiCo brand?

(a) Yes (b) No

Result- (a) 45% (b) 55%

3. Are you satisfied with the advertising strategies of PepsiCo Company?

(a) Highly satisfied (b) Satisfied

(C) Not satisfied (d) Highly not satisfied

Result- (a) 25% (b) 35%

(c) 25% (d) 15%

4.What do you feel that advertising strategy help Company to capture large market share?

(a) yes (b)No

Result- (a)55% (b)45%

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5. Do you feel that advertising strategy attract the customers most?

(a) Yes (b) No

Result- (a) 55% (b) 45%

6.Do you feel that advertising strategy affect the quality of brand most?

(a)Yes (b)No

Result- (a)50% (b)50%

7. Which advertisement medium affects the sales most of PepsiCo brand?

(a)Television (b) Magazines/News papers

(c) Display (d) Wall paintings/Hoardings

Result- (a) 40% (b) 20%

(c) 25% (d) 15%

8. Do you think that aggressive advertising further increase the sales

Volume of Pepsi?

(a) Yes (b) No

(c) No reply

Result- (a) 50% (b) 45%

(c) 5%

9. What kind of promotional activities affect sale mostly of Pepsi?

(a)Free bottle scheme (b) Prize

(c) Discount carats (d) others

Result- (a) 20% (b) 25%

(c) 45% (d) 10%

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10. What are your suggestions to improve the sale?

(a) New schemes

(b) Refrigeration system

(c) Advertisement

(d) Reduction in deposits

(e) Credit facilities

(f) Regular supply

Result-(a) 25% (b) 10%

(c) 30% (d) 15%

(e) 20% (f) 10%

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