Pepsiprojectpallabi 150718064706 Lva1dhtd App6891

7/21/2019 Pepsiprojectpallabi 150718064706 Lva1dhtd App6891

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A

Summer internship project report

CONSUMER PERCEPTION ON PEPSI PRODUCT

PEPSI- SMV BEVERAGE PVT TD!"#$#tpur - Cutt#c%&

An internship Report Su'mitte( to)#r(s In P#rti#* +u*,i*ment

Of

MASTER O+ BUSINESS ADMINISTRATION

ACADEMIC SESSION (2013-2015)

B

PAABI .UNDU

Re$/No01234567161

Under the guidance f !UIDE NAME

"rf# (Dr#) SU$%AS C%AND&A NA'%



DECARATION

I "AA$I *UNDU d here+, decare that the Su..er intern/hi rgra..ed tited

CONSUMERR PERCEPTION ON PEPSI PRODUCTS8 /u+.itted +, .e in artia

fufi.ent f the reuire.ent f the degree f 9M#ster in Business A(ministr#tion8 f

9Re$ion#* Co**e$e o, M#n#$ement Autonomous8 i/ an rigina iece f r4 dne +, .e

and ha/ nt +een u+i/hed e/ehere r /u+.itted fr an, degree in fu r in art#

#

"ace Bhu'#nes)#r P#**#'i .un(u



COMAPAN GUIDE CERTI+ICATE

'hi/ i/ t certif, that PAABI .UNDU &egd#n 1306278171 a /tudent f M$A(Ma/ter in +u/ine// ad.ini/tratin) fr. &E!IONA COE!E O9 MANA!EMEN'$%U$ANES:A&; ha/ dne her /u..er training in ur rgani<atin SM= $E=E&A!E">t# td# in MA&*E'IN! di>i/in entited CONSUMER PERCEPTION ON PEPSI

PRODUCTS; under ., /uer>i/in in c.etin f the reuire.ent f Su..er Intern/hiat "E"SICO and "artia 9ufi.ent f her Ma/ter in +u/ine// ad.ini/tratin# 'hi/ i/c..enced fr. 3rd Ma, and a/ c.eted n 30th f ?une#

Si$n#ture

Mr/ SAN"A .UMAR GUPTA

:EAD O+ SAES

!Comp#n; Gui(e& Se#* o, the or$#ni<#tion

AC.NO=EDGENT



I ta4e thi/ rtunit, t e@re// ., rfund gratitude and dee regard/ t ., guide (Dr#

S#C#Nath) fr hi/ [email protected], guidance .nitring and cn/tant encurage.ent thrughut

the cur/e f thi/ the/i/# 'he +e//ing/ he and guidance gi>en +, hi. ti.e t ti.e /ha

carr, .e a ng a, in the urne, f ife n hich I a. a+ut t e.+ar4#

I a/ ta4e thi/ rtunit, t e@re// d dee /en/e f gratitude t Sana, !uta (%OS)

"ri,aranan na,a4 ('DM) $ia, Da/h (ADC)"e/i fr their crdia /urt >aua+e

infr.atin and guidance hich hed .e in c.eting thi/ ta/4 thrugh >ariu/ /tage/#

I a. +iged t /taff .e.+er/ f e/i fr the >aua+e infr.atin r>ided +, the. in their

re/ecti>e fied/# I a. gratefu fr their ceratin during the erid f ., a//ign.ent#

I ud i4e t than4 rfe//r $i/aranan Mhant, h atted .e in e/i c.an, fr

/u..er intern/hi rect#

"aa+i *undu

TABE O+ CONTENTS



EBECU'I=E SUMMA&

C:APTER-I

IN'&ODUC'ION SAES AND DIS'&I$U'ION O9 "E"SICO

O$?EC'I=E O9 '%E S'UD SCO"E O9 '%E S'UD IMI'A'ION O9 '%E S'UD

C:APTER-II !PRO+IE O+ T:E ORGANI>ATION&

COM"AN "&O9IE %IS'O& O9 "E"SI "E"SI MISSION AND =ISION !UIDIN! "&INCI"ES O9 "E"SI CONSUME& "E&CE"'ION "&ODUC' "O&'9OIO O9 "E"SI

$&AND AM$ASSADO&S O9 "E"SI "&ODUC'S O9 "E"SI SM= $E=E&A!ES O&!ANISA'IONA C%A&' DE"'# O9 SM= $E=E&A!ES "&OCESS O9 MANU9AC'U&IN! "&ICIN! IS' 9OCUS ON MA&*E'IN! S'&A'E!IES SC%EME IN "E"SI "AC*A!IN! S:O' ANASIS SO!ANS AND O!OS

C:APTER ?III !RESEARC: DESIGN AND MET:ODOOG&

I=E "&O?EC' IN $%U$ANES:A& MA&*E' &ESEA&C% ME'%ODOO! C:APTER ?IV !DATA ANASIS&

DA'A ANASIS DA'A "&ESEN'A'ION DA'A IN'E&"&E'A'ION C:APTER-V !+INDINGS AND SUGGESTION&

9INDIN!S SU!!ES'ION CONCUSIONC:APTER-VI !ANNE@URES &

C:APTER-VII !BIBIOGRAP:&

E@ECUTIVE SUMMAR



'he /u..ari<atin i/ a/ f/

(1) I /tarted ith ana,<ing the cncet f a rduct ith i/ /ft drin4 and e gt /.e +a/icidea a+ut ur rect#

(2) After ana,<ing the idea I di/c>ered the hi/tr, f the rduct a/ e a/ /.e.anufacturing c.anie/#

(3) 'hen c.e/ ne f the .ar ta/4 hich i/ di/c>ering the 7 / f .ar4eting hichincude/a the cncet/ f .ar4eting i#e# rduct rice ace and r.tin#

(7) A thi/ infr.atin a/ fed +, rearing a /uita+e ue/tinnaire / I caneffecti>e,c..unicate ith the retaier f the rduct#

(5) After c.etin f the /ur>e, a.ng 100 retai ut et fr gathering the infr.atinregarding ur rect#

(6) %ere c.e/ the ./t difficut ta/4 f ur rect that i/ ana,/i/#

(8) I .ade the grahica re/entatin in fr. different data fr ea/, c.ari/n andunder/tanding# :e ha>e r4ed ut the inference/ and interretatin f each grah t e@ainthe fact#

() ' /u. u e cncuded ur rect ith a the infr.atin that I fund and ur >ie/a+ut the future f the .ar4et#

E@ECUTIVE SUMMAR



PRO"ECT TITE 0 CONSUMER PERCEPTION ON PEPSI

PRODUCTS

NAME O+ T:E COMPAN 0 PEPSICO

PACE O+ =OR. 0 "AGATPUR BBSR ODIS:A

DURATION 0 43 DAS

ORGANISATION GUIDE 0 MR/ SAN"A GUPTA

INTERNA GUIDE 0 PRO+/ SUB:AS C:ANDRA NAT:



CHAPTER 1

INTRODUCTION



INTRODUCTION

'he .ar4eting i/ ri.ari, +a/ed n the ta/4 f creating r.tin and dei>er/ gd/ and

/er>ice/ t cn/u.er/ and +u/ine// #In fact .ar4eting ee are in>>ed in .ar4eting ten

t,e/ f entitie/ gd/ /er>ice/ e@erience/ e>ent/ er/n/ ace/ rertie/

rgani<atin infr.atin and idea/#

'he .ain .ti>e f .ar4eting i/ t ena+e the cu/t.er t 4n a+ut the rduct and

a+ut it/ uait, in rer .anner / that +efre .a4ing an, urcha/ing deci/in the

cn/u.er at ea/t 4n/ a+ut the rduct e# 'hi/ uti.ate, frce/ hi/ t .a4e a right

deci/in#

'he /tud, f .ar4et a+ut the chice and reference f cu/t.er i/ an i.rtant

a/ect f the +u/ine// rgani<atin# 'raditina >ie f the /ae/ r.tin a//ert/ that the

cn/u.er i accet hate>er rduct i/ e 4nn and the /eer re/ent/ t the.# In thi/

a, the .ain cncern f the rducer i/ t rduce ithut cn/idering the chice f

+eha>ir f the cu/t.er# $ut thi/ int f >ie f .ar4eting ha/ n changed#

'he rduct i/ the ./t i.rtant t in the .ar4eting .i@# :ithut rduct there

i/ n ue/tin f cu/t.er /ati/factin# 'he he f thi/ rect i/ +a/ed n rduct .i@ and

cu/t.er /ati/factin#

'he .ar4eting en>irn.ent i/ changing at an acceerating rate tda, i/ nt i4e ,e/terda,

and t.rr i +e different fr. tda,# Cntinuing tda,/ /trateg, i/ ri/4 / i/ turning t

ne /trateg,# eader/ h .u/t t the future/ f their c.anie/ are chaenged t find

ath and that .a4e/ /en/e#

'he nterth, change/ ta4ing ace in the .ar4et /cenari are

9r. ca t natina t g+a .ar4eting- c.anie/ are e@anding their

gegrahica c>erage ith ea/ and +und# 9r. +u,er/ need/ t +u,er/ ant/-a/ inc.e are i.r>ing +u,er/ are

+ec.ing .re /eecti>e in their chice f gd/# 9r. rice t nn-rice c.etitin-ith .an, a,er/ in a articuar/

categr, .ar4eter/ are increa/ing the +randing f rduct differentiatin

ad>erti/ing and /ae/ r.tin#

It/ ., great ad>antage the SM= $e>erage/ ha/ gi>en .e thi/ rtunit, t under/tand the

"E"SI /er>ice/ and it/ effecti>ene//#

I a. high, +iged t recei>e thi/ e@i/ting rtunit, t r4 and gain e@erience

fr. /uch an i..en/e, cerati>e d,na.ic a chaenge rgani<atin hing that

,u i areciate ., r4#



Initia, the fcu/ f the C.an, re.ain/ n reaching a the .ar4et/ and then the C.an,

/hift/ it/ fcu/ n increa/ing the freuenc, f /ae/ in the re/ecti>e .ar4et/ / that the /ae/

and rfita+iit, f the C.an, can +e increa/ed# C.an, "e/iC India r>ide/ the /at

t a the +tting ant/ in the Cuntr, that carr, ut the +tting eratin/#

COBO0 'he/e are C.an, ned +tting eratin/ erating direct, under theC.an,# Out f 32 +tting ant/ "e/iC n/ 15#

+OBO0 'he/e are 9ranchi/e ned +tting eratin/#

=#rehouses0 'he/e are C.an, r franchi/ee ned arehu/e/ /read >er >ariu/catin/ that c>er the re/ecti>e territrie/ and c.e under the ur>ie f their re/ecti>eArea r 'erritr, Office/# Stc4/ are /ent fr. the +tting ant/ t the/e arehu/e/ fr.here the, are /ent t the C F 9 center/ and Di/tri+utr "int/#

C + Centers0 'he/e are the +igge/t center/ in the di/tri+utin netr4 and recei>e rer a//i/tance fr. the C.an, (either CO$O r 9O$O)# 'he C F 9 center i/ ned +, a

ri>ate a,er and nt +, the C.an,# 'he >ehice/ (Dei>er, =an/) are ned +, theC.an, and the Sae/.en at the C F 9 int/ are n the C.an, "a,r#

Distri'utors0 'he/e are /.a c.ared t C F 9 center/# E>er,thing at the Di/tri+utr int ned and .anaged +, the di/tri+utr e>en the /ae/er/n/ are n the Di/tri+utr/ a,r#=ho*es#*ers0 'he/e are /.aer than C F 9 center/ and Di/tri+utr int/ and get the /tc4 direct, fr. the C.an, r 9ranchi/ee# 'he, get their /tc4 direct, fr. the C.an,

and thu/ get /ecia rate/ and e@tra di/cunt/ fr. the C.an,#

S*ums0 'he, are genera, /.aer than the :he/aer/ are# %e>er the, get /eciadi/cunt/ fr. the C F 9 center/ and Di/tri+utr int/# A the different a,er/ in thedi/tri+utin channe na.e, C F 9 center/ Di/tri+utr int/ :he/aer/ and Su./ ha>edifferent de/ignated .ar4et/ and are nt /u/ed t erate in the .ar4et de/ignated t an,ther a,er#

Ret#i*er0 &etaier/ are the ./t i.rtant chain in the di/tri+utin channe f "e/i a/ the,are the n, int f cntact ith the cu/t.er/# &etaier/ get their /tc4 fr. a the ther channe .e.+er/ in the di/tri+utin channe#

OB"ECTIVE O+ STUD



N .ar4et i/ high, c.etiti>e .ar4et in hich the cn/u.er refer/ rduct/

in c/t ith high uait,# 'he fing +ecti>e i/ +e

I# ' under/tand the .ar4et /hare f "E"SI rduct/ $$S& .ar4et F it/ de.and#II# ' deter.ine the .ar4et /ur>e, f "E"SI rduct/#

III# ' 4n a+ut the factr/ hich affect the /ae f "e/i rduct/ f SM= $e>erage/

">t# td#I=# ' find ut the >ariu/ c.etitr/ in the .ar4et#=# ' /tud, the i.rtant factr/ that infuence/ the cu/t.er during the urcha/e f

cd drin4/#=I# ' 4n cu/t.er are rea, /ati/fied fr. "e/i r nt#

=II# ' find ut the cu/t.er ercetin e>e a+ut the /er>ice r>ided +, "E"SI#=III# ' 4n the /itin f "E"SI rduct/ in $%U$ANES:A& .ar4et#

IB# ' 4n retaier/ >ie a+ut "E"SI#B# *e, de.and f cd drin4/ +, different cu/t.er/#

SCOPE O+ STUD



'he /tud, i/ ana,<ed fr. different ange/ in rder t find ut the .ar4et /hare F /itin

f the rgani<atin f in the .ar4et# S the +ecti>e criteria fr .eeting the .ar4eting

de.and and creating /er>ice accrding t the cu/t.er/ chice and reference/# % "e/i

can r.te it/ /ae/ in different a,/#

'hu/ the /ce f /tud, in>>e/ the fing a/ect/

• "rduct aarene//#

• "rduct r.tin#

• O>era erfr.ance f the c.an,#

• Mar4et /hare and /itin f the c.an,#

• ' 4n >ariu/ cn/u.er/ and retaier/ /che.e fr the /ae/ r.tin#

• ' find ut .ar4et ga/ and ana,<e the.#

IMITATIONS O+ STUD



'he i.itatin/ f /tud, ere a/ f/

'he ti.e erid a/ /hrt t 4n a thing/ a+ut the .ar4et#

S.eti.e/ retaier/ ha>e nt gi>en an/er rer, the, /he reuctance#

E>en thugh the nu.+er/ f utet are .an, n, a /.a nu.+er fr /a.e /i<e/

ere ta4en fr /tud,# 'he /tud, a/ i.ited ithin the area f $hu+ane/ar that i/ h, the freca/ting

re/ut +a/ed in thi/ /tud, .a, nt +e /hing actua re/ut/#



CHAPTER 2

PROFILE OF THEORGANIZATION

COMPAN INDUSTR SCENARIO



COMPAN PRO+IE

"e/i- ca i/ ./t c..n, caed "e/i i/ a /ft drin4 rduced +, "e/iC hich i/

/d rdide in /tre/ re/taurant/ and >ending .achine/# 'he +rand a/ trade .ar4ed n

?une 16th 1G03 thrugh the drin4 a/ fir/t .ade n augu/t 2 1G +, har.aci/t Cae+

$raha.# Si.iar t cca-ca it/ .ar ri>a "e/i a/ rigina, intended t cure /t.ach

ain#

'here are /e>era >ariant/ f "e/i incuding diet "e/i (the ./t uar >ariant) "e/i

>ania and ut/ide the united /tate "e/i .a@ and "e/i /a.+a (thi/ a/ reaced in

Au/traia n, and a/ n, reea/ed fr a i.ited ti.e#)"erha/ the /trnge/t f a >ariant/

a/ the "e/i +ue hich a/ reea/ed in India Au/traia Ne Heaand ?a.aica and

Canada a/ a i.ited editin >ariant during the erid hen the Indian cric4et tea. a/

ha>ing a /ucce//fu run after the 2003 cric4et rd cu# (the cr f their er/e, a/ +ue)

recent, "e/i add .an, ne rduct/ in it/ rduct ine Pepsi M# 'he In>igrating Ca

N 9ear Man U De ?uice %eath, uice/ n the g in India "e/i gd in 'haiand

Nra, and /e>era ther cuntrie/# 'he c.an,/ t +tting ine/ current, .anufacture/

the fing rduct/ -"e/i-ca 8u eher /da .irinda energ, drin4/ i4e !atrade and

.an, ther/# Since 1G85 the c.an, ha/ ned /e>era aard/ fr it/ ut/tandingachie>e.ent/ in .ar4eting and uait, e@ceence fr. "e/iC internatina incuding the

Dnad .# 4enda aard fr annua ercentage >u.e increa/e#



PRO+IE O+ T:E ORGANISATION

T;pe Sft Drin4 (Ca)M#nu,#cturer "e/iC

+oun(er !s& Dnad *enda

%er.an a,

Countr; o, Ori$in United State/

Intro(uce( 1G3 (a/ $radJ/ Drin4)

1G (a/ "e/i-Ca)

1G61 (a/ "e/i)

Are# Sere( :rdide

Co*or Dar4 $rnEmp*o;ees 287000(2013)

=e'site e/i#c.

:ISTOR- O+ PEPSI PEPSICO :EAD UARTERS

"e/iC :r-d %ead2uarter/ i/ -cated in "urcha/e( Ne3 r4( [email protected],

75 .inute/ fr. Ne3 r4 Cit,# 'he /e>en +ui-ding head2uarter/ c.-e@ 3a/

de/igned +, Ed3ard Durre-- Stne( ne f A.erica/ fre./t architect/# 'he

+ui-ding ccuie/ 10 acre/ f a 177 acre c.-e@ that inc-ude/ the Dna-d M#

http://www.coca-cola.com/

http://www.coca-cola.com/



*enda-- Scu-ture !arden/( a 3r-d acc-ai.ed /cu-ture c--ectin in a garden

/etting#

'he c--ectin f 3r4/ i/ fcu/ed n .ar t3entieth centur, art( and feature/

3r4/ +, .a/ter/ /uch a/ Augu/te &din( %enri )auren/( %enr, Mre(A-e@ander Ca-der( A-+ert !iac.etti( Arna-d ".dr and C-ae/ O-den+erg#

'he garden/ 3ere rigina--, de/igned +, the 3r-d fa.u/ garden -anner(

&u//e-- age( and ha>e +een e@tended +, 9ranci/ !ffinet# 'he grund/ are

en t the u+-ic( and a >i/itr/ +th i/ in eratin during the /ring and

/u..er#

A Brie, :istor; o, Pepsi

In 1G3 Cae+ $radha. a ,ung har.aci/t fr. Ne $ern Nrth Carina +egin/[email protected] ith .an, different /ft drin4 cncctin/# i4e .an, har.aci/t/ at the turn

f the centur, he had a /da funtain in hi/ drug/tre here he /er>ed hi/ cu/t.er/refre/hing drin4/ that he created hi./ef# %i/ ./t uar +e>erage a/ /.ething hecaed K$radJ/ drin4K .ade f car+nated ater /ugar >ania rare i/ and e/inand ca nut/#

One f Cae+J/ fr.uatin/ 4nn a/ K$radJ/ drin4K created in the /u..er f 1G3 a/ ater rena.ed "e/i Ca after the e/in and ca nut/ u/ed in therecie# In 1G Cae+ $radha. i/e, +ught the trade na.e K"e CaK fr L100fr. a c.etitr fr. Near4 Ne ?er/e, that had gne +r4e# 'he ne na.ea/ trade.ar4ed n ?une 16th 1G03# $radha.J/ neigh+r an arti/t de/igned thefir/t "e/i g and ninet,-/e>en /hare/ f /tc4 fr $radha.J/ ne c.an, erei//ued#

1G - One f Cae+J/ fr.uatin/ 4nn a/ K$radJ/ Drin4K ac.+inatin f car+nated ater /ugar >ania rare i/ and canut/ i/ rena.ed K"e/i-CaK n Augu/t 2 1G# "e/i-Carecei>e/ it/ fir/t g#

1G05 - "e/i-CaJ/ fir/t +tting franchi/e/ are e/ta+i/hed inChartte and Durha. Nrth Carina# "e/i recei>e/ it/ neg it/ fir/t change /ince 1G#

1G06 - "e/i get/ anther g change the third in eight ,ear/# 'he.dified /crit g i/ created ith the /gan K'he Origina "ure9d Drin4#K

1G0 - "e/i-Ca +ec.e/ ne f the fir/t c.anie/ t .derni<e dei>er, fr. hr/edran cart/ t .tr >ehice/# ' hundred fift, +tter/ in 27 /tate/ are under cntract t.a4e and /e "e/i-Ca#

1G10 - 'he fir/t "e/i-Ca +tter/J cn>entin i/ hed in Ne $ern Nrth Carina#



1G20 - "e/i the.e ine /ea4/ t the cn/u.er ith KDrin4 "e/i-Ca it i /ati/f, ,u#K

1G2 - After fi>e cntinuu/ /ing ,ear/ Megarge rergani<e/ hi/

c.an, a/ the Natina "e/i-Ca C.an, +ec.ing the furth arent c.an, t n the "e/i trade.ar4# 1G37 - A and.ar4 ,ear fr "e/i-Ca# 'he drin4 i/ a hit and tattract e>en .re /ae/ the c.an, +egin/ /eing it/ 12-unce drin4 fr fi>e cent/ (the/a.e c/t a/ /i@ unce/ f c.etiti>e ca/)# 'he 12-unce +tte de+ut/ in $ati.rehere it i/ an in/tant /ucce//# 'he c/t /a>ing/ r>e/ irre/i/ti+e t Dere//in-rnA.erican/ and /ae/ /4,rc4et natina,#Cae+ $radha. the funder f "e/i-Ca and K$radJ/ Drin4K die/ at 66 (Ma, 28th 168-9e+ruar, 1Gth 1G37)#

1G35 - !uth .>e/ the entire "e/i-Ca eratin t ng I/and Cit, Ne r4 and /et/u natina territria +undarie/ fr the "e/i +tter franchi/e /,/te.#

1G36 - "e/i grant/ G7 ne U#S# franchi/e/ and ,ear-end rfit/ reach L2100000#

In 1G70 the "e/i Ca c.an, .ade hi/tr, hen the fir/t ad>erti/ing inge a/ +radca/t natina, n the radi# 'he inge a/ KNic4e Nic4eK an ad>erti/e.ent fr "e/iCa that referred t the rice f "e/i and the uantit, fr that rice KNic4e Nic4eK +eca.ea hit recrd and a/ recrded int fift,-fi>e anguage/#

1G71 - 'he Ne r4 Stc4 E@change trade/ "e/iJ/ /tc4 fr the fir/t ti.e# In /urt f thear effrt "e/iJ/ +tte crn cr/ change t red hite and +ue#

1G72 - One n .an, c.an, /n/red effrt/ t a /dier/ t c..unicate ithfriend/ r fa.i,# 'hi/ recrd a/ .ade in Ne r4 Cit, +ut ften +th/ ud +e /et uith .+ie recrding eui.ent that a/ +ught t here the /dier/ ere# She .aterian /id cre# 8 r.#

1G73 - "e/iJ/ the.e ine +ec.e/ K$igger Drin4 $etter 'a/te#K

1G7 - Crrate headuarter/ .>e/ fr. ng I/and Cit, Ne r4 t .idtnManhattan#

1G50 - Afred N# Steee +ec.e/ "re/ident and CEO f "e/i-Ca# Mr# SteeeJ/ ife%,d .>ie /tar ?an Crafrd i/ in/tru.enta in r.ting the c.an,J/ rductine#

"e/i recei>e/ it/ ne g hich incrrate/ the K+tte caK 4# 'he neg i/ the fifth in "e/i hi/tr,#

1G53 - K'he ight &efre/h.entK ca.aign caitai<e/ n a change in the rductJ/

fr.ua that reduce/ caric cntent#



1G55 - %er+ert $arnet i/ na.ed "re/ident f "e/i-Ca#

1G5G - "e/i de+ut/ at the M/c 9air# S>iet "re.ier *hru/hche> and U#S# =ice "re/ident Ni@n /hare a "e/i#

1G60 - ung adut/ +ec.e the target cn/u.er/ and "e/iJ/ ad>erti/ing 4ee/ ace ithKN itJ/ "e/i fr th/e h thin4 ,ung#K

1G62 - "e/i recei>e/ it/ ne g the /i@th in "e/i hi/tr,# 'he J/erratedJ +tte ca gde+ut/ acc.an,ing the +randJ/ grund+rea4ing K"e/i !eneratinK ad ca.aign#

1G63 - After ci.+ing the "e/i adder fr. funtain /,ru /ae/.an Dnad M# *enda i/na.ed CEO f "e/i-Ca C.an,# "e/i-Ca cntinue/ t ead the /ft drin4 indu/tr, in

ac4aging inn>atin/ hen the 12-unce +tte gi>e/ a, t the 16-unce /i<e# 'e>e-unce "e/i can/ are fir/t intrduced t the .iitar, t tran/rt /ft drin4/ a >er the rd#

1G67 - Diet "e/i intrduced a/ A.ericaJ/ fir/t natina diet /ft drin4# "e/i-Ca acuire/

Muntain De fr. the 'i Crratin#

1G65 - E@an/in ut/ide the /ft drin4 indu/tr, +egin/# 9rit-a, f Daa/ 'e@a/ and "e/i-Ca .erge fr.ing "e/iC Inc#

Miitar, 12-unce can/ are /uch a /ucce// that fu-/cae c..erciadi/tri+utin +egin/# Muntain De aunche/ it/ fir/t ca.aign Kah Muntain De###ItJ

tic4e ,ur innard/#K

1G80 - "e/i ead/ the a, int .etric/ +, intrducing the indu/tr,J/fir/t t-iter +tte/# "e/i i/ a/ the fir/t c.an, t re/nd t cn/u.er reference ithight-eight rec,ca+e a/tic +tte/# =ic $n. i/ na.ed "re/ident f "e/i-Ca# 'he"e/i :rd %eaduarter/ .>e/ fr. Manhattan t "urcha/e N#

1G87 - 9ir/t "e/i ant en/ in the U#S#S#&# 'ee>i/in ad/ intrduce the ne the.e ineK%e Sun/hine %e Muntain De#K

1G86 - "e/i +ec.e/ the /inge arge/t /ft drin4 +rand /d in A.erican /uer.ar4et/# 'heca.aign i/ K%a>e a "e/i Da,K and a ca//ic c..ercia K"uie/K +ec.e/ ne f A.ericaJ/ +e/t->ed ad/# A/ ee get +ac4 t +a/ic/ "e/i i/ there a/ ne f the /i.ething/ in ife#

1G88 - At 38 .ar4eting geniu/ ?hn Scue, i/ na.ed "re/ident f "e/i-Ca#

1G8 - 'he c.an, [email protected]/ ith ne fa>r/# 'e>e-ac4 can/ are intrduced#

1G0 - "e/i +ec.e/ nu.+er ne in /ae/ in the ta4e h.e .ar4et#

1G1 - "e/iC and China reach agree.ent t .anufacture /ft drin4/ ith rductin +eginning ne@t ,ear#



1G2 - "e/i 9ree a caffeine-free ca i/ intrduced natinide# "e/i Chaenge acti>it,ha/ enetrated 85 f the U#S# .ar4et#

1G7 - "e/i ad>erti/ing ta4e/ a dra.atic turn a/ "e/i +ec.e/ Kthe chice f a Ne

!eneratin#K e.n i.e Sice the fir/t .ar /ft drin4 ith rea fruit uice i/ intrducedcreating a ne /ft drin4 categr, Kuice added#K In /u+/euent ine f e@ten/in/ MandarinOrange Sice ge/ n t +ec.e the nu.+er ne range /ft drin4 in the U#S# Diet "e/i i/refr.uated ith NutraSeet (a/arta.e) +rand /eetener#

1G5 - After re/nding t ,ear/ f decine C4e /e/ t "e/i in reference te/t/ +, refr.uating# %e>er the ne fr.ua i/ .et ith ide/read cn/u.er reectinfrcing there-intrductin f the rigina fr.uatin a/ KCca-Ca Ca//ic#K 'he ca ar ta4e/ Kne giant /i fr .an4indK hen a "e/i K/ace canK i/ /ucce//fu, te/ted a+ard the/ace /hutte# $, the end f 1G5 the Ne !eneratin ca.aign earn/ .re than 5 .ar ad>erti/ing and fi.-reated aard/# "e/iJ/ ca.aign featuring ina &ichie i/ the ./t

re.e.+ered in the cuntr, accrding t cn/u.er reference /##

1G8 - "e/i-Ca "re/ident &ger Enric i/ na.ed "re/identCEO f "e/iC :rdide$e>erage/# "e/i-Ca :rd %eaduarter/ .>e/ fr. "urcha/e t S.er/ Ne r4#After a 28 ,ear a+/ence "e/i return/ t $rada, ith the ighting f a /ectacuar nenen /ign in 'i.e/ Suare#1G - Craig :eatheru i/ ainted "re/identCEO f "e/i-Ca C.an,#

1GG - "e/i unge/ int the ne@t decade +, decaring "e/i >er/ KA !eneratin Ahead#KChri/ Sincair i/ na.ed "re/ident f "e/i-Ca Internatina# "e/i-Ca intrduce/ ane@citing ne fa>ur :id Cherr, "e/i#

1GG0 - A.erican Mu/ic Aard and !ra.., inner ra arti/t ung MC rite/ and erfr.//ng/ e@cu/i>e, fr natina radi ad/ fr "e/i# &a, Chare/ in/ the "e/i fa.i, +,endr/ing Diet "e/i# 'he /gan i/ Ku !t 'he &ight One $a+,#K

1GG1 - Craig E# :eatheru i/ na.ed CEO f "e/i-Ca Nrth A.erica a/ Canada +ec.e/ art f the c.an,J/ Nrth A.erican eratin/# "e/i intrduce/ the fir/t +e>erage +tte/cntaining rec,ced ,eth,ene terehthaate (r "E') int the .ar4etace# 'hede>e.ent .ar4/ the fir/t ti.e rec,ced a/tic i/ u/ed in direct cntact ith fd in

ac4aging#

1GG2--"e/i-Ca aunche/ the K!tta %a>e ItK the.e hich /uant/ the ng/tandingKChice f a Ne !eneratin#K

1GG3 - $rand "e/i intrduce/ it/ /gan K$e ung# %a>e 9un# Drin4 "e/i#K "e/i-Ca rfit/ /ura// L1 +iin# "e/i intrduce/ an inn>ati>e 27-can .utiac4 that /ati/fie/gring cn/u.er de.and fr cn>enient arge-/i<e /ft drin4 ac4aging# K'he Cu+eK i/ea/ier t carr, than the traditina 27-ac4 and it fit/ in the refrigeratr#

1GG7 - Ne ad>erti/ing intrducing Diet "e/iJ/ fre/hne// dating initiati>e feature/ "e/iCEO Craig :eather u e@aining the reatin/hi +eteen fre/hne// and /uerir ta/te t

cn/u.er/# "e/i 9d/ Internatina and "e/i-Ca Internatina .erge creating the"e/iC 9d/ and $e>erage/ C.an,#

http://www.speedace.info/pepsi_cola.htm

http://www.solarnavigator.net/aviation_and_space_travel/space_shuttle.htm

http://www.speedace.info/pepsi_cola.htm

http://www.solarnavigator.net/aviation_and_space_travel/space_shuttle.htm



1GG5 - In a ne ca.aign the c.an, decare/ KNthing e/e i/ a "e/iK and ta4e/ thnur/ in the ,earJ/ natina ad>erti/ing cha.in/hi#

1GG6 - In 9e+ruar, f thi/ ,ear "e/i .a4e/ hi/tr, nce again +, aunching ne f the

./t a.+itiu/ entertain.ent /ite/ n the :rd :ide :e+# "e/i :rd e>entua, /ura//e/a e@ectatin/ and +ec.e/ ne f the ./t anded and cied /ite/ in thi/ ne .ediafir., e/ta+i/hing "e/iJ/ re/ence n the Internet#

1GG8 - In the ear, art f the ,ear "e/i u/he/ int a ne era ith the un>eiing f the Ne@t generatin ca.aign# Ne@t !eneratin i/ a+ut e>er,thing that i/ ,ung and fre/h acee+ratin f the creati>e /irit# It i/ a+ut the 4ind f attitude that chaenge/ the nr. ithne idea/ at e>er, /te f the a,#

"e/iC# annunce/ that effecti>e Oct+er 6th it i /in ff it/ re/taurant di>i/in tfr. 'ricn !+a &e/taurant/ Inc# Incuding "i<<a %ut 'ac $e F *9C it i +e the

arge/t re/taurant c.an, in the rd in unit/ and /ecnd-arge/t in /ae/#

1GG - "e/i cee+rate/ it/ 100th anni>er/ar,# "e/iC# Chair.an and CEO &ger A# Enricdnate/ hi/ /aar, t r>ide /char/hi/ fr chidren f "e/iC e.,ee/# "e/iintrduce/ "e/iOne - the fir/t ne carie drin4 ithut that diet ta/te

2000 - Athugh "e/i i/ a great ace t r4 Ste>en 'ruitt (a4a J/truittJ) ta4e/ hi/ /4i/ andhard r4 e/ehere (fr .re .ne, f cur/e) therefre utting an end t hi/ "e/i age9r .re infr.atin a+ut "e/i ch/e a /earch engine and /earch fr J"e/iJ r >i/it#e/i#c. r #e/ic#c.# 2005 - "e/i in>ited t intrduce ne +rand ca#

OUR MISSION AND VISION

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do,

but the right thing to do for our business.

http://www.pepsico.com/




Our Mission

Our .i//in i/ t +e the rdJ/ re.ier cn/u.er "rduct/ C.an, fcu/ed n

cn>enient fd/ and +e>erage/# :e /ee4 t rduce financia reard/ t in>e/tr/

a/ e r>ide rtunitie/ fr grth and enrich.ent t ur e.,ee/ ur

+u/ine// artner/ and the c..unitie/ in hich e erate# And in e>er,thing e

d e /tri>e fr hne/t, fairne// and integrit,#

Our Vision

K"e/iCJ/ re/n/i+iit, i/ t cntinua, i.r>e a a/ect/ f the rd in hich

e erate P en>irn.ent /cia ecn.ic P creating a +etter t.rr than

tda,#K

Our >i/in i/ ut int actin thrugh rgra./ and a fcu/ n en>irn.enta

/teard/hi acti>itie/ t +enefit /ciet, and a c..it.ent t +uid /harehder

>aue +, .a4ing "e/iC a tru, /u/taina+e c.an,#

Performance with Purpose

At "e/iC eJre c..itted t achie>ing +u/ine// and financia /ucce// hie

ea>ing a /iti>e i.rint n /ciet, P dei>ering hat e ca "erfr.ance ith

"ur/e# Our arach t /uerir financia erfr.ance i/ /traightfrard P dri>e

/harehder >aue# $, addre//ing /cia and en>irn.enta i//ue/ e a/ dei>er

n ur ur/e agenda hich cn/i/t/ f hu.an en>irn.enta and taent

/u/taina+iit,#

GUIDING PRINCIPES



:e uhd ur c..it.ent ith EI!%' guiding rincie/#

:e .u/t aa,/ /tri>e t

1# "&E"A&A'ION

2# !&EE' '%E CUS'OME&

3# S'O&E C%EC*

7# ME&C%ANDISE

5# DE'E&MINE '%E O&DE&

6# "&ESEN'A'ION

8# CU&$SIDE DIS$EIE9

# ADMINIS'A&'ION

CONSUMER PERCEPTION



In genera /,chgica ter./ ercetin i/ ur a+iit, t .a4e /.e 4ind f /en/e f reait,

fr. the e@terna /en/r, /ti.ui t hich e are e@/ed# Se>era factr/ can infuence ur

ercetin cau/ing it t change in certain a,/# Cn/u.er ercetin aie/ the cncet f

/en/r, ercetin t .ar4eting and ad>erti/ing# ?u/t a/ /en/r, ercetin reate/ t h

hu.an/ ercei>e and rce// /en/r, /ti.ui thrugh their fi>e /en/e/ cn/u.er ercetin

ertain/ t h indi>idua/ fr. inin/ a+ut c.anie/ and the .erchandi/e the, ffer

thrugh the urcha/e/ the, .a4e# Merchant/ a, cn/u.er ercetin ther, t deter.ine

h their cu/t.er/ ercei>e the.# 'he, a/ u/e cn/u.er ercetin ther, t de>e

.ar4eting and ad>erti/ing /trategie/ intended t retain current cu/t.er/ -- and attract ne

ne/#

Se*, Perception

Sef ercetin ther, atte.t/ t e@ain h indi>idua/ de>e an under/tanding f the

.ti>atin/ +ehind their n +eha>ir# Sef ercetin +, cu/t.er/ reate/ t >aue/ and

.ti>atin/ that dri>e +u,ing +eha>ir hich i/ a/ an i.rtant a/ect f cn/u.er

ercetin ther,#

Price Perception

'he rice ercetin /trng, infuenced hether cu/t.er/ ere /ati/fied ith their

urcha/e/ and hether the, ud .a4e future urcha/e/# ' factr/ that /haed rice

ercetin ere the ercei>ed uait, f the .erchandi/e r /er>ice in ue/tin and rice

c.ari/n/ ith .erchant/ ffering /i.iar .erchandi/e r /er>ice/#Bene,it Perception

KItJ/ gd and itJ/ gd fr ,u#K Man, cn/u.er/ are fa.iiar ith thi/ hra/e freuent,

a//ciated ith ad>erti/ing f the rduct# Cn/u.er/ ud de.n/trate a trend tard

de.and .re /ecific infr.atin a+ut the rduct/ the, urcha/e#

PROCESS O+ CONSUMER PERCEPTION



"ercetin e/ta+i/he/ the .eaning a+ut a rduct r +rand hen a cn/u.er .a4e/

initia cntact# In .ar4eting thi/ i/ de/cri+ed a/ cn/u.er infr.atin rce//ing# At

thi/ /tage a f the /en/e/ are engaged in recei>ing +rand .ar4eting c..unicate

.e//age/# In .ar4eting iterature fur di/tinct /tage/ f ercetin ccur during

cn/u.er infr.atin rce//ing /en/atin attentin interretatin and retentin#

Sens#tion

Sen/atin de/cri+e/ hat ccur/ hen a er/nJ/ /en/e/ are initia, e@/ed t the e@terna

/ti.uu/ f a rduct r +rand .ar4eting# 'he /en/r, recetr/ f a cn/u.er are engaged

+, rduct r +rand cue/ thrugh /ight /und /.e ta/te and te@ture

Attention

In cn/u.er infr.atin rce//ing attentin ccur/ hen a er/n inger/ and gi>e/ .enta

rce//ing caacit, t the e@terna /ti.uu/ fr. a rduct r +rand# Seecti>e ercetin i/

hen a cn/u.er a,/ attentin t .e//age/ that are cn/i/tent ith her attitude/ +eief/ and

need/# :hen a rduct i/ incn/i/tent ith the/e factr/ the cn/u.er i ithdra

attentin#

Interpret#tion

Interretatin ccur/ hen a er/n a//ign/ a .eaning t the /en/r, /ti.uu/ fr. a rduct

r +rand .ar4eting# A cn/u.er /can/ hi/ .e.r, t retrie>e re>iu/ e@erience/ ith the

+rand r a /i.iar +rand# Stre-+rand .ar4eting freuent, caitai<e/ n the interretatin

/tage hen rduct ac4aging de/ign cntain/ g/ cr/ and ther ee.ent/ that are

/i.iar t natina +rand/ that cn/u.er/ are genera, .re fa.iiar ith#

Retention

'he cncu/in f the cn/u.er ercetin rce// i/ the retentin /tage# 'hi/ i/ .ar4ed +,

the /trage f rduct r +rand infr.atin in /hrt-ter. and ng-ter. .e.r,# 'he

.ar4eterJ/ ga i/ t r>ide /iti>e /ti.ui in the rceeding /tage/ that tran/ate int

cn/u.er/ /tring the infr.atin a+ut the rduct r +rand int ng-ter. .e.r,#

PRODUCT PORT+OIO



'here are +rand/ f "E"SI in INDIA and the, are differ in ta/te fa>r and a/ in thecur/#

!1& PEPSI- C:ANGE T:E GAME

"e/i i/ a hundred-,ear-d +rand >ed +, >er 200 .iin ee rdide# 'he arge/t/inge /eing /ft drin4 +rand in India "e/i i/ u+iuitu/ n u/t a+ut e>er, /ciacca/in#

• ungi/taan >e/ it# 200 .iin ee rdide >e it# $ut hat ha/ .ade "e/i

the /inge arge/t /eing /ft drin4 +rand in India i/ actua, a fr.ua cnccted a centur,ag in a faraa, cntinent#

Br#n( A(#nt#$e

• "e/i ha/ +ec.e a friend t ,uth and ,uth cuture# O>er generatin/ ,ung/ter/

ha>e grn u ith "e/i and ha>e /hared an e.tina cnnect ith it uni4e ith an, ther

ca +rand# $e it artie/ hangut/ ith friend/ r u/t anther da, at h.e a da, i/ ne>er c.ete ithut the fi<< f "e/i

• "e/i ha/ aa,/ fueed ,uth a//in/ i4e cric4et $,d .u/ic and n

ft+a# uth icn/ i4e MS Dhni &an+ir *ar Didier Drg+a =irendar SehagSachin 'endu4ar "ri,an4a Chra and Deei4a "adu4ne ha>e endr/ed "e/i

!5& 7 UP ? DI BOE I +EE UP



7 Up i/ a +rand f a e.n-i.e fa>red nn-caffeinated /ft drin4# 'he right/ t the +randare hed +, Dr "eer Snae !ru in the United State/ and "e/iC (r it/ icen/ee/) in

the re/t f the rd incuding "uert &ic here the cncentrate i/ .anufactured at the

"e/i faciit, in Cidra# 'he 7 Up g incude/ a red /t +eteen the J8J and JUJ thi/ red

/t ha/ +een ani.ated and u/ed a/ a .a/ct fr the +rand a/ C St#

!2& MIRINDA- PAGAPANTI B:I "AROORI :AI

T;pe Orange drin4

M#nu,#cturer "e/iC

Countr; o, ori$in Sain

Intro(uce( 1GG0

http://en.wikipedia.org/wiki/PepsiCo

http://en.wikipedia.org/wiki/PepsiCo



Br#n( :istor;

Mirinda i/ an internatina /ft drin4 +rand fr. Sain that a/ aunched in India in 1GG1#'he irre/i/ti+e ta/te f Mirinda a/ c..unicated thrugh ur 1GG6 QMirinda Menca.aign the 2000 Q'a/te "e At4a Mirindaaaa ca.aign and the Q'a/te Ai/a Cha,eCharacter 9i/a ?a,e ca.aign f 2003#

5315 Br#n( C#mp#i$n

Mirinda ha/ aa,/ /td fr great +d ta/te that unea/he/ uninhi+ited fun# 'a4ing the

r.i/e frard Mirinda aunched t ne e@citing fa>r/- Orange Mang and Orange

Ma/aa hich aea t the Indian aette# :hie Orange Mang i/ the erfect .i@ f the

/eet cand, ta/te f .ang fa>r and the tangine// f rigina Mirinda Orange Orange

Ma/aa tic4e/ the ta/te +ud/ ith a hint f fruit .a/aa fa>r added t Mirinda Orange# 'he

aunch a/ /urted +, a r+u/t 360-degree ca.aign incuding utdr nine and a

cn/u.er engage.ent rgra. t +ring ai>e the ta/te e@erience#

!6& MOUNTAIN DE=- DARR .E AAGE "EET :AI

Br#n( :istor;

'he .ain fr.ua f Muntain De a/ in>ented in =irginia# 'he drin4 a/ na.ed and fir/t

.ar4eted in ?hn/n Cit, 'enne//ee and *n@>ie 'enne//ee in 1G7#

'he .ain fr.ua f Muntain De a/ In India Muntain De /et the /ft drin4 categr,

a+a<e in 2003 ith it/ icnic aunch ca.aign QCheetah $hi "eeta %ai#

Br#n( A(#nt#$eIt i/ a /ft drin4 that e@hiarate/ i4e n ther +ecau/e f it/ acti>e high-energ, [email protected]

citru/ ta/te# 'he idea f daring chaenge/ a Qcan d attitude ad>enture and e@hiaratin are

dee, entrenched in it/ +rand DNA# 'he +rand ha/ aa,/ cee+rated the +d ad>enturu/

and re+eiu/ /irit f ,uth# 'hi/ i/ refected in the high-adrenaine ad>erti/ing f the +rand

and it/ cnnectin t utdr ad>enture#

Di( ou .no)F D#rr .e A#$e "eet :#iH

In 2008 the +rand a/ re-aunched ith a c.ete, ne unchier fr.uatin#

C..unicatin ai.ed at frging a /trng e.tina cnnect ith the audience# 'hu/ +egan

the QDarr *e Aage ?eet %ai ca.aign hich ac4nedged that fear a/ a >er, rea a/ect

f the rd f ad>enture and Muntain De anted ,ung ee t +eie>e in the./e>e/

in their ..ent f fear# 9r +e,nd fear a, >ictr,#

RUIC* $&AND 9AC'S

• Muntain De a/ in>ented in =irginia in 1G7#

•

It a/ aunched in India in 2003#



!&

NIMBOO> -Q E.DUM ASI INDIAN

NIM$OOH i/ cn/idered t +e e.n, in ta/te and c.e/ under the categr, f cud,e.n +ecau/e f it/ cur hich i/ /i.iar t that f cud/ it i/ genera, referred +,chidren and .en#

Br#n( :istor;

Ni.+< a/ aunched in India n the 2th f 9e+ruar, 200G# It i/ the ate/t additin t the"e/i +e>erage/ rtfi#



Br#n( A(#nt#$e

'he +rand dei>er/ >er, /trng, n certain e@ectatin/# 'he/e are

ca, &ee>ant 'a/te

Ni.+< i/ a great ta/ting rduct# It ha/ caitai<ed n the e@i/ting fa.iiarit, ith and

high cn/u.tin f unac4aged h.e-.ade ni.+u ani# It ha/ re.ained true t it/

authentic Indian Identit, +, u/ing the traditina Mat4a (Earthen "t) and Suee<er in the

.anufacturing rce//#

Cn>enience and !reat =aue

'he rduct i/ a>aia+e in three cn>enient fr.at/ 350. "E' 200. &!$ and

200. 'etra at the re.ar4a+e rice int/ f &/15 &/ 10 and &/ 10 re/ecti>e,#

Acce//i+iit, Ni.+< i/ India/ fir/t natina, a>aia+e ac4aged Ni.+u "ani#

%,gienic

It i/ u/t i4e h.e-.ade ni.+u ani# u can en, it/ natura and deiciu/ e.n,

refre/h.ent an,here ,u g#

UIC. BRAND +ACTS

• India/ fir/t natina, a>aia+e ac4aged Ni.+u "ani#

• It a/ aunched in India in 200

!4& SICE- Pure M#n$o P*e#sure

SICE i/ a .ang +a/ed

drin4

(M$D) nga/ n, +a/ed n

uice#it i/ a nn-aerated /ftdrin4# It i/ referred ./t chidren and .en#

Br#n( :istor;

Sice a/ aunched in India in 1GG3 a/ a refre/hing .ang drin4 and uic4, ent n t

+ec.e a eading a,er in the categr,#



In 200 Sice a/ re-aunched ith a JinningJ rduct fr.uatin hich .ade the

cn/u.er/ fa in >e ith it/ ta/te# :ith refre/hed ac4 grahic/ and cutter +rea4ing

ad>erti/ing Sice ha/ dri>en /trng aea ithin the categr,#

Br#n( A(#nt#$e o, s*ice

:ith the aunch f Aa./utra; ca.aign in 200 ang ith a inning ta/te F ./t

aeaing ac4 grahic/ Sice created di/ruti>e [email protected] in the categr, and cee+rated

.ang indugence i4e n ther#

:hie ther a,er/ ha>e rtra,ed .ang a/ a /i.e and inncent fruit Sice cee+rate/ the

indugence and /en/uait, f cn/u.ing a Mang# 'he creati>e idea Aa./utra;

c..unicate/ the art f e@eriencing ure .ang ea/ure thrugh the ta/te f Sice#

A/ a fir/t e>er +, an, +rand in the ?uice and ?uice Drin4/ Categr, $,d/ reining

Di>a *atrina *aif a/ /igned n a/ the $rand A.+a//adr n Sice#

UIC. BRAND +ACTS

• Sice aunched in India in 1GG3

• Sice Manga intrduced in 1GG7

!7& AUA+INA

Br#n( :istor;

Auafina a/ fir/t aunched in the US in 1GG7# :ith it/ uniue urificatin /,/te. and great

ta/te Auafina /n +eca.e the +e/t/eing +rand in the cuntr,#

In India Auafina/ urne, +egan ith it/ aunch in $.+a, in 1GGG and it a/ red ut

natina, +, 2000# On the /trength f it/ +rand aea and di/tri+utin Auafina ha/ +ec.e

ne f India/ eading +rand/ f +tted ater in a reati>e, /hrt /an f ti.e#



Br#n( A(#nt#$e

Auafina ge/ thrugh a fi>e /te /tate-f-the-art urificatin rce// t gi>e cn/u.er/ ure

ater and erfect ta/te#

Auafina ha/ +een +uit thrugh refre/hing and /har ad>erti/ing# 'he Q:hat a $d,

ca.aign ha/ heed the +rand t dri>e re.iu. .dern and ,uthfu i.ager, in an

theri/e undifferentiated categr,#

$tted acr// India in 1G ant/ Auafina i/ a>aia+e acr// .re than haf a .iin

utet/# Catering t di>er/e cn/u.er need/ and cca/in/ it i/ a>aia+e in >ariu/ ac4

/i<e/ i4e 300. 500. 1 tr# and 2 tr# +tte/ and in +u4 ater ar/ f 25 tr/#

!J& E:AR SODA

'hi/ i/ a /da drin4# it ha/ n cr and n fa>r# It i/ genera, u/ed ith achand u/ed +, adut/#

CONSUMER C:OICE AT A GANCE

Pepsi M#in*; pre,erre( '; ;oun$ster %i(s

Mirin(# Common Drin%/

S*ice B#sic#**; pre,erre( '; #(ies %i(s/

7up oun$ester

Mount#in (e) oun$ester

Tropic#n# B#sic#**; pre,erre( '; #(ies %i(s/

eher So(# Most*; those )ho consume *iKuor/

AKu#,in# Most*; pre,erre( '; tr#e**er

BRAND AMBASSADOR O+ PEPSICO

BRAND AMABASSADOR O+ PEPSI

Pri;#n%# Chopr#



BRAND AMBASSADOR O+ SICE

.#t#rin# .#i,

BRAND AMBASSADOR O+ MIRINDA

Asin

BRAND AMBASSADOR O+

MOUNTAIN DE=

:riti% Rosh#n

BRAND AMBASSADOR O+ 7UP

S#rm#n "oshi



PRODUCTS O+ PEPSI

BRAND Name Flavors SKU Volume

PEPSI

Glass

Glass

Pet

PetPet

Can

Can

200 ml

300 ml

600 ml

1.5 l 2.0 l

250 ml

330 ml

MIRINDA

Orange

Lemon

Glass

Glass

Pet

Pet

PetCan

200 ml

300 ml

600 ml

1.5 l

2.0l

330 ml

!P

Glass

Glass

Pet

Pet

Pet

Can

Can

200 ml

300 ml

600 ml

1.5 l

2.0 l

250 ml

330 ml

SLICE

"etra

Pa#$

Glass

Glass

Pet

Pet

200 ml

200 ml

250 ml

500 ml

1.20 l



MO!N"AN

DE%

Glass

Glass

Pet

Pet

Can

200 ml

300 ml

600 ml

2.0 l

350 ml

ABOUT SMV BEVERAGES PVT/ TD/

SM= $e>erage/ >t#td# i/ a e 4nn .anufacturing rgani<atin in the /tate

f Odi/ha fr .anufacturing and /ae/ f the /ft drin4/ "e/i +rand rduct

/ince a/t 30 ,ear/# 'hi/ unit a/ incrrated it/ef a/ a .anufacturing unit in the ,ear 1G6

and /tarted it/ rductin in 1G6G#

It i/ n, +tting unit f "e/i +rand f rduct/# In the /tate f Ori//a "e/i i/ +rught t

,u +, the renned SM= $e>erage ">t td# ?agatur (Cuttac4) +e/t rfe//ina,

.anaged c.an, r.ted +, the ?aiuria gru# 'he r.ter/ >a/t e@erience fr a/t

35 ,ear/ in .anufacturing natina and renned +rand/ /uch a/ "e/i 8u /ice .irinda

.untain de etc ha/ heed dei>er t the cu/t.er/ cn/i/tent uait, c.ara+e t the

+e/t f internatina /tandard/#

'da,/ fa/t aced ife /t,e and e>er changing drin4/ /t,e de.and/ /uerir uait, read,

t u/e (added fa>r ) in cn>enient ac4aging# 'he "e/i drin4/ .eet th/e de.and/

effecti>e,#"e/i i/ an idea chice fr +th the ca//e/ a/ e a/ the .a//e/ fr indi>idua

cn/u.ing uaitie/ a/ e a/ high e/ta+i/h.ent# 'he /ee.ing, >a/t ga in catering t

a >a/t and >aried cn/u.er +a/e ha/ +een +ridged +, intrducing cntain n fruit in a

h,gienic cn>enient +tte ac4age/;#

'he c.an, fir., +eie>e/ in .derni<atin and u gradatin f faciitie/ in rder t ffer

it/ cu/t.er/ the >er, +e/t# A c/e r neer and +etter fd techngie/ e.erging in the

rd and the c.an, i/ 4nn t i..ediate, i.e.ent the ate/t +rea4thrugh at it/

.dern hi-tech ant#

'he /ignificance f the fi>e / the rduct ac4aging ricing ace and r.tin/ ha/

+een u/ed t fine turn the /trategie/# 'he cre .anage.ent tea. cntr/ the entire netr4

n a India +a/e/ and fina, .nitr/ the .>e.ent f the rduct in the .ar4et ace# 'he

dai, feed+ac4 a/ fr r.t and /ift crrecti>e actin t tac4e r+e./ /trengthen

the +rand and achie>e raid grth fr a th/e h a//ciate/ ith it/ u+icit, and

ad>erti/ing /trategie/ ha>e +een de/igned t +e in tande. ith the .ar4et need/ and thi/ i/

e@ected t further +/t the /ae/ a/ e a/ create a +rand na.e t rec4n ith#

SAIENT +EATURE O+ T:E COMPAN



1# Date f incrratin - 12#05#1G682# C..ence.ent f rductin - 16#08#1G63# &egi/tered ffice - ?agatur $hu+ane/ar- 8570217# "rductin caacit, - 70a4h/ carat/ er annu.#5# ! dn /tc4 caacit, - 150000 carat/

6# 'ta and area - 8#6 acre/8# $uit u area - 2#5 acre/# Mar4et c>ered - Odi/ha

SAES AND MAR.ETING :IERARC: O+ PEPSICO INDIA

CEO

%OS %OS

'DM MD

ADC $DC

CE ME

SAES

"E&SON

MA&*E'IN!

ASSIS'AN'



CEO ? Chie, Eecutie O,,icer

In charge f /ecific <ne/ (e#g# nrth /uth ea/t e/t) and rert t the crrate ffice#

:OS ? :e#( O, S#*es

%e i/ the In-charge f da, t da, eratin/ and /uer>i/in f a the functin/ ithin the

rgani<atin/ incuding eratin/ gi/tic/ /ae/ and di/tri+utin .ar4eting# 'he UnitManager rert/ t the CEO#

TDM - Territor; Dee*opment M#n#$er

'DM i/ the in charge f the /ae/ and di/tri+utin netr4 f a articuar territr, ithin a<ne# &e/n/i+e fr the dai, .nth, and annua /ae/ ithin the territr, decide/ thedai, /che.e/ fr rduct/ and incenti>e/ fr /ae/er/n/# %e i/ a/ re/n/i+e fr c/teffecti>ene// rfit generatin and rfit [email protected]<atin ithin the territr,#

MDM - M#r%etin$ Dee*opment M#n#$er

MDM i/ re/n/i+e fr a the .ar4eting acti>itie/ and their effecti>ene// ithin a territr,#Decide/ the fr.at and ti.e fra.e f the .ar4eting and r.tina acti>itie/ and theincenti>e/ gi>en t the retaier/#

ADC - Are# Dee*opment Coor(in#tor

&ert/ t the 'DM and i/ in charge f a C F 9 center and the di/tri+utr int in the area#%e i/ direct, re/n/i+e fr an, i//ue/ in the area and i/ /u/ed t en/ure the /.thfunctining f the entire /ae/ and di/tri+utin netr4 in the area# ADC i/ re/n/i+e fr

ti.e, di//a f an, i//ue faced +, the retaier/# %e decide/ and ar>e/ the +ard/di/a,/ and harding/ in the area#

BDC - Business Dee*opment Coor(in#tor

&ert/ t MDM and i/ in charge f carr,ing ut a the .ar4eting acti>itie/ in the area# %ei/ re/n/i+e fr the e@ecutin and /ucce// f .ar4eting and r.tina acti>itie/#Crdinate/ ith the ut/ide agencie/ fr di/a,/ +ard/ chec4/ cnducted in the .ar4et#%e i/ a/ re/n/i+e t 4ee a chec4 n the e@enditure f the .ar4eting acti>itie/ in the.ar4et#

CE - Customer Eecutie&ert/ t the ADC and i/ in charge f the /ae/er/n/# %e i/ reuired t >i/it the .ar4et



and acc.an, e>er, /ae/er/n a/ freuent, a/ //i+e# %e i/ the fir/t er/n t getinfr.atin a+ut the .ar4et area and i/ the fir/t cntact if the /ae/er/n/ r retaier/ facei//ue# %e i/ re/n/i+e fr a//igning and achie>ing dai, /ae/ target gi>en t the/ae/er/n/#

ME - M#r%etin$ Eecutie

&ert/ t the MDC and i/ re/n/i+e fr the dai, functining f the .ar4eting acti>itie/ inthe incuding aarene// f r.tin/ in the .ar4et and the re/n/e in the .ar4et#

S#*esperson

'he, are the ./t i.rtant a//et fr the c.an, a/ the, are the ne/ h /e the rduct/are re/n/i+e fr acuiring ne cu/t.er/ and retain the d ne/# 'heir r4 a/incude/infr.ing the retaier/ a+ut the r.tin/ and an, ne /che.e aunched# 'he, are a/

reuired t u/h fr the /ae f an, ne rduct aunched in the .ar4et and .a4e /ure thattheretaier/ are fing the c.an, guideine/ regarding the aunch and the .aintenance f =#C# cer/# 'he, rert t the CE#

M#r%etin$ Assist#nt

&ert/ t the ME and i/ re/n/i+e fr the di/tri+utin and u/age f the di/a,/ and +ard/in the area# A/ ha/ t chec4 hether retaier/ are fing the guideine/ f the c.an,regarding r.tina di/a,/ ther di/a,/ and di/a,/ in the =#C cer/#'he, rert t the ME# "e/i i/ ne f the ./t e 4nn +rand/ in the rd tda,a>aia+e in >er 160 cuntrie/# 'he c.an, ha/ an [email protected], /iti>e ut4 fr India#"e/iC entered India in 1GG and i/ cncentrating in three fcu/ area/ P Sft drin4 cncentrate /nac4 fd/ and >egeta+e and fd rce//ing# 9aced ith the e@i/ting ic,fra.er4 at the ti.e the c.an, entered the Indian .ar4et thrugh a int >enture ith=ta/ and "una+ Agr Indu/trie/# :ith the intrductin f the i+erai<atin icie/ /ince1GG1 "e/i t4 c.ete cntr f it/ eratin/#



DEPARTMENT O+ SMV BEVERAGE PVT TD

'he +tting ant f ?agatur $hu+ane/ar i/ a franchi/ee erated +tting

eratin ant and i/ ned +, ?aiuria gru# "re>iu/, the !en4a ned it +ut it a/

+rught >er +, the ?aiuria and .an, infra/tructure/ ha>e +een added /ince nt t .entin

the /tate f art ant/ ith .ar aut.atin#

SM= $e>erage/ ">t# td# d the +tting and the .ar4eting di>i/in i/ SM= $e>erage/ ">t#

td# at the t f the rgani<atin hierarch, i/ Mr# Ani !e (CEO) +eteen 4nn a/ $UM

and +u/ine// unit .anager in the /tate#

$ASIC 9OU& DE"A'MEN'S A&E -

1# 9INANCE2# 'EC%NICA3# %UMAN &ESOU&CES7# MA&*E'IN! F SAES

Mr# SAN?A *UMA& !U"'A i/ the head f the /ae/ ith 20 ,ear f e@erience +ac4ing

hi. u# Under hi. the ther /urting +die/ are

1# %ead f Sae/ (%OS)2# 'erritr, de>e.ent .anager('DM)3# Accunt de>e.ent c-rdinate/(ADC)7# Cu/t.er e@ecuti>e/#(CE)



PROCESS O+ MANU+ACTURING

'he rce// f .anufacturing f aerated ater (/ft drin4/) and fruit/ uice under e/i +rand

i/ di>ided int .ain, fi>e art/ /uch a/

1# :ater treat.ent2# S,ru .ar4eting3# $tte a/hing7# 9iing5# Crning and cding6# 'e/ting f the rduct

MAR.ETING SSTEM

1/ PRODUCT0 -

"e/i; car+nated ater /ugar and added fa>r ac4age drin4ing ater#

Intrductin f natura cr drin4 i/ n the card/#

2# POSITIONING0 -$e/ide/ retaiing the c.an, fcu/e/ n in/titutina /ae/ /ecia e>ent/ t .a4e

the rduct a>aia+e fr additina .ieage#

2/ PRICE0 -

'he c.an, .aintain/ a /tead, rice due t tight c.etitin# It encurage/ .re

retai .argin a/ c.ared t the c.etitr/# %e>er c.an, de/ nt +eie>e in

c.r.i/ing the uait, f the rduct#

6/ PROMOTION0 -

Sche.e/ and incenti>e/ are a/ gi>en 4ee the e,e n the c.etiti>e acti>it, fr.

ti.e t ti.e# C.an, ha/ a/ intrduced a cn/u.er aarene// /che.e t create

+etter +rand aarene// f the rduct#

/ PUBICIT0 -

A c.an, a/ r.tina .ea/ure fr >aue /ae gi>e/ u+icit,# Adeuate int f

urcha/e .ateria/ adeuate di/a, and articiatin in i.rtant ca fe/ti>a/ are

a/ art f the r.tina .ea/ure/ f the c.an,#

4/ PROPAGANDA0 -

Infr.atin idea/ r ru.r/ de/igned t infuence the a, ,u thin4 and act

raganda .a, K/tretch the truthK r it .a, nt te ,u the he truth



A a, f .aniuating ee u/ing i.age/ and rd/ t achie>e a de/ired affect r

utc.e# 'he dei+erate /reading f /uch infr.atin ru.r/ etc#%ere "e/i adat/ thi/ /trateg, f ad>erti/ing +, the he f the /tar/ i4e cric4et

a,er/ tee>i/in rc4 /tar/ i4e Deei4a adhu4n A/in Dhni etc#

7/ ADVERTISING0 -Ad>erti/ing i/ an, aid fr. f nn-er/na re/entatin F r.tin f idea/

gd/ r /er>ice/ +, an identified /n/r#Ad>erti/ing a,/ a /ignificant re in aarene// creatin F attitude fr.atin /

'he c.an, r>ide/ g /ign +ard/ fridge c>er night c>er/ harding/ etc# fr

it/ +etter ad>erti/ing#

J/ DISTRIBUTION C:ANNE0 -

Di/tri+utr/ are ainted a >er Ori//a fr .ar4eting the rduct# Cu/t.er

e@ecuti>e/ are ainted +, the c.an, t /urt the. in increa/ing the /ae

>u.e#

L/ MAR.ETING STRATEG0 -

$e/ide/ /ta.ing the ur+an .ar4et the c.an, fcu/e/ n enetratin in the

eriher, rura area/#

Oper#tion in In(i#0- Bott*in$

Initia, the fcu/ f the C.an, re.ain/ n reaching a the .ar4et/ and then the C.an,/hift/ it/ fcu/ n increa/ing the freuenc, f /ae/ in the re/ecti>e .ar4et/ / that the /ae/and rfita+iit, f the C.an, can +e increa/ed# C.an, ("e/iC)"e/iC India

r>ide/ the /at t a the +tting ant/ in the Cuntr, that carr, ut the +tting eratin/#



PRICING IST

Out *et R#te C/ R#te

P#c% Si<e Pcs R#te Per Pec R#te R#te Per Pec R#te

233M 56 516 L 563 15

433M 56 66 1L 6J3 23

5333M L 6L 1 6L 75

53M 56 516 L 563 13

33M 56 6LJ 51 5 52

1533M 15 25 66 74 6J

533M S*ice 23 5J 13 243 15

M; C#n 56 223 16 243 1

Pepsi D 56 46 52/3 433 5

+OCUS ON MAR.ETING STRATEGIES O+ PEPSICO

'he .ar4eting /trateg, u/ed +, e/i in>>e/ the fing-



1# 9cu/ n a>aia+iit, f rduct in .ar4et#2# 9cu/ n a>aia+iit, f rduct in utet#3# "e/i rduct/ >i/i+e t cu/t.er#7# &eguar .ar4et >igiance +, .ar4et de>eer#5# Di/tri+utin in accrding t cait,#

6# 9cu/ n .n, utet/#8# Aggre//i>e utet/## 'arget cre +rand/#G# Sati/f, .ar4et riritie/#

+ocus on ##i*#'i*it; o, pro(uct in m#r%et

"e/i r4/ n DI*%E!A 'O $I*E!A; hi/h,# 'hi/ i/ the .ain fr.ua fr

.ar4eting /trateg, t each c.an,# S a>aia+iit, f rduct in .ar4et i/ cear# 9r

thi/ rea/n the .ar4et de>eer dai, c.e/ t the .ar4et t chec4 the rduct

a>aia+iit,#

+ocus on ##i*#'i*it; o, pro(uct in out*et

'here i/ a difference +eteen a>aia+iit, f rduct in .ar4et a/ e a/ in utet# S

e/i ant/ it/ rduct t +e a>aia+e in each utet in the .ar4et#

Pepsi pro(ucts isi'*e to customer

'he ai. f e/i i/ that it/ rduct /hud >i/i+e t the cu/t.er/ / it r>ide/

>i/icer/ at rea/na+e rice t the utet/# A>aia+iit, f >i/icer en/ure/ that

.re rduct/ are >i/i+e t the cu/t.er#

Re$u*#r m#r%et i$i*#nce '; m#r%et (ee*oper' 4n the /itin f e/i rduct/ in the .ar4et "e/i aint/ /.e e@ecuti>e/

th/e g t the .ar4et and chec4 a>aia+iit, f rduct/ and ta4e care f the a//et/

chec4 >i/icer ta4 t the utet ner/ a+ut an, r+e. and ta4e feed+ac4 a+ut

the rduct#Distri'ution in #ccor(in$ to *oc#*it;

"e/i di/tri+ute/ it/ rduct accrding t cait,# Sa, fr [email protected] it di/tri+ute/ .re

&9$ in area here there are .re +ar/ and re/taurant/#

+ocus on monopo*; out*ets

Outet/ hich /ae/ n, rduct/ are 4nn a/ MONO"O utet# 'he/e .n,utet/ gi>e .re /ae/ t the c.an,# S c.an, gi>e/ e@tra /che.e/ di/cunt

gift/ t th/e utet/#

SC:EME IN PEPSI SO+T DRIN.S

&E9IIN! SC%EME fr the retaier urcha/e f 1 ca/e f &!$ (&eturna+e !a//

$tte) t r three +tte free#SC&A'C% CA&D- 9r the retaier inning ri<e +, /cratching uc4, cun#

U'C (UNDE& '%E C&O:N) fr +th the retaier a/ e the cu/t.er i get thea.unt cded under the crn#



R"S (uantit, er /ae) thi/ /che.e i/ n, fr retaier t .ti>ate fr high /eing

>u.e# In thi/ /che.e the, i get free +tte/ accrding t the ca/e/ f "E' &!$

CAN and ARUA9INA#*E ACCOUN' In thi/ /che.e the c.an, tie/ u ith .ai re/taurant +ig

retaier /h and hte n the +a/i/ f annua /ae/ >u.e# 'he c.an, .a, tie u

t &/# 10 r 25 er ca/e /eing#CA&D ACCOUN' - Under the /che.e the c.an, tie/ u ith +eete /h /.a

/h4eeer retai utet at &/# 3 r 5 er ca/e /eing#DIS"A SC%EME -Under thi/ /che.e c.an, gi>e gift t the retaier h

di/a,/ the e/i rduct/ in the >i/it >er, e#Cha +a<aar da,9cu/ .nth +ecti>e (9MO) If there i/ an, +rand hich a/ nt /e rer, in

re>iu/ .nth then it /hud +e the ne@t .nth target t increa/ing /e f that

rduct

PAC.AGING

"e/iC i/ an indu/tr, eader in ac4aging P heing t r.te and i.e.ent /tandard/ fr

/u/taina+e ac4aging#



:e di/tri+ute ur rduct/ in a >ariet, f ac4age/ each carefu, de/igned t dei>er

cn>enience and aea t ur cn/u.er/ hie rtecting the integrit, f ur rduct/# Our

tea. f engineer/ and ac4aging /uier/ are dedicated t finding refera+e de/ign/ and

are r4ing cntinuu/, tard/ i.r>ing ur ac4aging erfr.ance hie reducing ur

ac4aging ftrint#

:e are c..itted t +ringing ur en>irn.enta re/n/i+iitie/ t a area/ f ur +u/ine//#

:e are cntinuu/, i.r>ing ur en>irn.enta rgra./ and e@ring /utin/ t

en>irn.enta chaenge/ thrugh /cia, re/n/i+e /cientifica, +a/ed and ecn.ica,

/und .ethd/# :e a// thi/ c..it.ent ang t ur /uier/ and ur cn/u.er/ in an

effrt t d ur art#

Our ga/ are t de/ign and de>e ac4aging /,/te./ that are en>irn.enta, re/n/i+e

thrughut their entire ife c,ce in/ire cn/u.er/ h ant t i>e .re en>irn.enta,

/u/taina+e i>e/ +, r.ting rec,cing and artner ith eading rgani<atin/ t r.te

/u/taina+e ac4aging and rec,cing ractice/#

'hrugh nging engage.ent ith ur ac4aging /uier/ e are r4ing tard/ a

/itin here a f ur eratin/ u/e the ./t en>irn.enta, /uita+e ac4aging

a>aia+e in their cuntr, f eratin#



S=OT ANASIS

S:O' ana,/i/ i/ a /i.e fra.er4 fr generating /trategic aternati>e/ fr. a

/ituatin ana,/i/# It i/ aica+e t either crrate e>e r the +u/ine// unit e>e and

freuent, aear/ in .ar4eting an# S:O' /tand/ fr /trength ea4ne// rtunit,

F threat ana,/i/#

STRENGT:0-

• $rand i.age f the c.an,#• Strng +rand euit,#

• Catching the u/e f the cn/u.er ffering gd ta/te and +etter uait,#

• %ea>, in>e/t.ent in ad>erti/e.ent and +rand r.tin rduct de/ign and

hu.an re/urce/#

• Mar4et /hare f the c.an,#

• 9cu/ n inn>ati>e rduct/#

• C-erati>e /taff/ f the c.an,#

• Oeratina caacit, f the c.an,#

• =ariet, f /che.e r>ided +, the c.an, fr the retaier/#

=EA.NESS0 -

• "e/iC rductin i/ rea, e@en/i>e +ecau/e f the need t cn/tant, de>e

ne rduct/ t .eet the changing cu/t.er de.and/#

• %igh de.and and /u, in /ea/n ti.e#

• .ar4et /hare in ea4 /ea/n#

• "r feed+ac4 fr. retaier/#

OPPORTUNIT0 -

• C.an, can attract retaier/ +, gi>ing .re /che.e/ t the retaier/#

• Oening in .ar4et fr e// c/t, rduct/#• C.ete in .re than ne indu/tr,#

• &etaier i get [email protected]. rfit .argin#

• "rfit .argin i/ gd +, adating udate and aggre//i>e .ar4eting /trateg,#

• C.an, can +rea4 the .i@ .n, utet/#

• 'he rd/ de.and i/ e@eriencing a grth ith the /rt drin4/ +tted ater

and energ, drin4/#T:REATS0 -

• C.etitr/ .a, c.e ith ne /trateg,#

• 9ierce c.etitin fr. cc ca hich n/ the arge/t iece f the .ar4et/hare#



• E@terna r+e. .a, affect c.an, i.age#

• Cu/t.er/ are getting .re cn/ciu/ and cncerned a+ut their eating ha+it/ and

genera heath#

• $rea4ing f "e/i .n, cunter/ +, gi>ing gift/#

• Mar4et de.and i/ >er, /ea/na#

PEPSI VS CO.E

'he Cca-Ca C.an, ha/ hi/trica, +een cn/idered "e/iC/ ri.ar, c.etitr inthe +e>erage .ar4et and in Dece.+er 2005 "e/iC /ura//ed 'he Cca-Ca C.an, in.ar4et >aue fr the fir/t ti.e in 112 ,ear/ /ince +th c.anie/ +egan t c.ete# In 200Gthe Cca-Ca C.an, hed a higher .ar4et /hare in car+nated /ft drin4 /ae/ ithin theU#S# In the /a.e ,ear "e/iC .aintained a higher /hare f the U#S# refre/h.ent +e>erage.ar4et he>er refecting the difference/ in rduct ine/ +eteen the t c.anie/# A/ are/ut f .erger/ acui/itin/ and artner/hi/ ur/ued +, "e/iC in the 1GG0/ and 2000/it/ +u/ine// ha/ /hifted t incude a +rader rduct +a/e incuding fd/ /nac4/ and

+e>erage/# 'he .arit, f "e/iCJ/ re>enue/ n nger c.e fr. the rductin and /aef car+nated /ft drin4/# $e>erage/ accunted fr e// than 50 ercent f it/ tta re>enue in200G# In the /a.e ,ear /ight, .re than 60 ercent f "e/iCJ/ +e>erage /ae/ ca.e fr.

it/ ri.ar, nn-car+nated +rand/ na.e, !atrade and 'ricana# "e/iCJ/ 9rit-a, andRua4er Oat/ +rand/ hd a /ignificant /hare f the U#S# /nac4 fd .ar4et accunting fr [email protected], 3G ercent f U#S# /nac4 fd /ae/ in 200G# One f "e/iCJ/ ri.ar,c.etitr/ in the /nac4 fd .ar4et >era i/ *raft 9d/ hich in the /a.e ,ear hed 11

ercent f the U#S# /nac4 .ar4et /hare#



SOGANS O+ PEPSI



OGOS



CHAPTER 3

RESEARCH METHODOLOGY

IVE PRO"ECT IN B:UBANES=AR MAR.ET

During ., 60 da,/ f rect I r4ed in $hu+ane/ar .ar4et under SM= $E=E&A!E

"='# 'D# ith the fing tea. .e.+er/#

1# Sana, *u.ar !uta (%ead f /ae/)

2# "ri,aranan Na,a4 ('#D#M)



3# $ia, *u.ar Da/h (A#D#C)

7# *u.ar "u/a ($#D#C)

:O&*IN! "&INCI"E -

9r. the fir/t da, f ., rect I ent t "e/i De in $hu+ane/er .ar4et n 050517

ith /ae/.an F "S& the, gi>e/ u/ a ractica >ie % t c..unicateinteract ith the

retaier/ % t cect the in-deth data fr. the retaier/ and the, gi>e >ariu/ /hrt fr./

t rite-dn uic4, f the data /uied +, the retaier/# 'he, gi>e .e a rt chat in hich

130 cunter/ are there fr /ur>e,#

On +eginning f ., rect I tuche/ the fing area/-

Unit Deta Suare Sirur !anganagar chandra/e4harur ('raditina Mar4eting)#&eiance

Suer.ar4et &eiance 9re/h "a %eight/ $ig $a<aar Mngini/ "ari/ $a4er, (Mdern

'rade)#

In thi/ a, I c>ered the tta f 100 utet/ f ., rt and ut the. in the EDS& fr. and

gi>e it t ADC F %OS /ir#

'hen e tra>e/ ith the c.an, aut fr increa/ing f /ae/ and rder +4ing f each

cunter in e>er, rt# In thi/ rce// I er/na, he the /ae/.an a t in .a4ing u F

dn f the crate/ and arranging the. >i/i cer in a /euence# I a/4ed the retaier/ t f

ue/tin/ /uch a/- hich +rand de.and/ .re h .uch the, 4ee in /tc4 a+ut the

/er>ice >i/i /tatu/ an, r+e./ that ha>e +een faced +, the retaier/ +, 4eeing the "e/i

rduct and at the /a.e ti.e I u/hed a t t the retaier/ t urcha/e e>er, >arietie/ f "e/i

nt n, the "e/i .n, cunter/ +ut a/ the .i@ .n, utet/#

After that I ent t the .ar4et ith the c.an, aut fr +rea4ing the c4e .n,

cunter/ +, r>iding .uch .re /che.e/ than that f the c4e c.an, and in thi/ I gt a

itte +it f /ucce//# After 15 da,/ f rder +4ing and +rea4ing the cunter/ I cect the

crn/ F ,e/terda, /ae/ fr. the .i@ .n, cunter/ fr deter.ining the .ar4et /hare

f +th "e/i and cca-ca#

After that I ent t .ar4et ith ., n reared ue/tinnaire and cn/u.er feed+ac4 fr.

fr. >ariu/ retaier/ F cn/u.er and can a+e t 4n a+ut +ac4grund f the c.an,

and hat change/ the, ant fr i.e.enting / that the /ae/ >u.e i/ increa/e/#

I tried ., +e/t t i.e.ent th/e /trategie/ and r>iding reguar /che.e/ t the. a/

uic4, a/ //i+e after it/ di/atch fr. the c.an,#



RESEARC: MET:ODOOG

Mar4eting re/earch i/ the +ac4+ne f .ar4eting# 'he .ain +ecti>e f ., /tud, a/ t getinfr.atin fr. the deaer regarding the /ae/ f the CSD and nn CSD rduct/ f "e/iand t 4 at the ther fea/i+e channe fr the /ae/ f th/e rduct/#Me#nin$ o, Rese#rch

&e/earch in c..n arance refer/ t a /earch f 4nedge# One can a/ define re/earcha/ a /cientific re/earch fr ertinent 4nedge r infr.atin n a /ecific tic# 'hi/ i/ a



/,/te.atic and +ecti>e identificatin cectin f data ana,/i/ di//e.inatin and u/e f infr.atin fr the ur/e f a//i/ting .anage.ent in deci/in .a4ing reatedidentificatin and /utin f r+e. in the .ar4et

Uni>er/e f /tud, $hu+ane/ar

Sa.e /i<e -100

Methd/ f /tud,

I ha>e di>ided ., a /tud, int three ha/e/ hich are

1# &ute >i/it

2# Outet /ur>e,

3# "rduct /ur>e,

I ha>e /eected 100 utet f /i.e and .a4e c.arati>e /tud, +eteen "e/i and Cca

Ca# 'here are /e>era .ethd fr data cectin I ha>e adted ne f the. i#e# Sa.e

Si<e# 'hrugh ue/tinnaire I ha>e cected data fr /tud,# I ha>e cect the data fr. retai

utet and ta4e er/na inter>ie t di/tri+utr#

Nn r+a+iit, .ethd/- Direct +/er>atin .ethd direct inter>ie .ethd teehnic

inter>ie ue/tinnaire .ethd and di/tri+utr r /tre audit .ethd and crn cunt

.ethd etc#

Metho(s o, (#t# co**ection th#t I #(opte(

1# "ri.ar, data cectin .ethd#2# Secndar, data cectin .ethd#

Prim#r; (#t# co**ection metho(

In thi/ .ethd f data cectin I gt direct, interacted ith the retaier/ and the cu/t.er/

a/4ing fr their need/ and de.and/ fr the "e/iC rduct/ and hat are their >ie

regarding t the c.an, rduct/ /er>ice/ etc#

I had a/ cected data thrugh the teehnic cn>er/atin ith the retaier/ and the

cu/t.er/ in thi/ .ethd#



I a/ cected data +, the c.an, EDS& fr. and ith ., n reared ue/tinnaire

hich i/ .uch .re hefu t .e in cecting the accurate a.unt that the retaier/ carr, in

their utet/# 9r the ue/tinnaire 4 the aendi@ /uied at the end age/ f the rert#

Anther ri.ar, .ethd f data cectin that I u/ed i/ fr. the di/tri+uter/ and fr. the

/tre hu/e#

Secon(#r; metho( o, (#t# co**ection

Secndar, data ere cected fr. the c.an, e+ /ite i#e# #e/ic#c.

#gge#c. #e/ird#c. #e/iindia#c. fr. the c.an,

.aga<ine/ fr. ne/ aer i4e ti.e/ f India Indian e@re// Dharitri Sa.+ad Sa.a,a

etc# and fr. ur %OS and 'DM /ir#

Metho( o, (#t# #n#*;sisDifferent t,e/ f data ana,/i/ techniue/ are u/ed in the re/earch are#(a) 'a+uar ana,/i/(+) !rahica ana,/i/(c) "ercentage ana,/i/ etc#

RESEARC: PAN0 -

' find ut the /tc4 f the different fa>r I di>ided $hu+ane/ar cit, in t /.e

gegrahica area/ and each art I >i/it 5 ti.e/ t find ut a articuar /ae f carat/ et/

tetra/ and can/ etc#

RESEARC: INSTRUMENTATION0 -

%ere the c..n re/earch in/tru.ent i/ the EDS& fr. (e>er, deaer /ur>e, rert)

O$!'M fr. (rder +4ing g t .ar4et) ue/tinnaire and the cn/u.er feed+ac4 fr.#

'hrugh the/e in/tru.ent/ the ri.ar, data i/ +eing cected fr. different retaier/ and the

cn/u.er/ ith +4ing the rder /uied +, the retaier/ fr future#

CONTACT MET:ODS0 -

At fir/t I direct, .et the cu/t.er/ and intrduced .,/ef a/ a M$A /tudent and then

cected the data reuired fr ., rect r4 /uch a/ na.e f the utet addre// t,e f

/h r4ing hur/ .n, cunter f "e/i r cca-ca r .i@ .n, r+e./

and de.and/ f each cunter and at a/t h .uch uantit, f each +rand d/e the, 4ee in

their >i/i and /tc4#


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http://www.google.com/

http://www.pepsiworld.com/




RESPONDENTS0 - M/t, the/e fing are the re/ndent/ f ., ue/tinnaire

!enera /tre/ +eete /h/ hte/ re/taurant/ ea/t fd centre .+ie /h net

cafT uice centre ice crea. arr adie/ crner grcer, /h .fed arr/ ca4e

centre .edicine /tre/ and .an, ther/#



C:APTER 6

DATA ANALYSIS AND INTERPRETATION

+ROM T:E CUSTOMERS O+ PEPSI

1/ =:IC: DRIN. DO OU PRE+ERF

"&ODUC'S O9 &ES"ODEN'

'ea 25/1J

Cffee 1J/2L

Cd drin4/ 63/55

?uice 6/L

i4er 6/L

'ta 133



Tea

Cofee

Cold drinks

Juice

Liker

INTERPRETATION

9r. the a+>e grah it can +e cncuded that the re/n/i>ene// f the reference f the

rduct i/ gd tard/ cd drin4/ and ea/t ere r and fair#

5/ I, co*( (rin%s then )hich comp#n; pro(uct ;ou *i%e mostF

COM"AN "E&CEN'A!E

"E"SI 24/7J

COCO COA 66/J5

"A&EA!&O 11/6L

O'%E&S 4/JL

PEPSI

COCO COLA

PARLEAGRO

OTHERS

9r. the a+>e grah it can +e cncuded that the re/n/i>ene// f the reference

c.an, i/ high tard/ cc ca and gd tard/ e/i and fair tard/ ther/ drin4/#

3. =h#t %in( o, out*ets h#s 'een use( '; ;ou?

Particulars No of Percentag



Responen

t

e

Gro#er& 20 20'

Con(en)en#e

o*tlet

+5 +5'

Eater& 35 35'

Grocery

Convenience outlet

Eatery

INTERPRETATION0 9r. the a+>e ta+e it can +e +/er>ed that 75 are

cn>enience utet 35 are Eater, and 20 are !rcer,#

It /h/ that the Cn>enience utet/ are arge in nu.+er and a/ the /ae f /ft

drin4/ i/ .re in the cn>enience utet than the ther utet/#

6/ =h#t is the proportion o, (i,,erent comp#nies so,t (rin%s #re ##i*#'*e to

;ouF

Particulars No of

Responent

Percentage

Pe,s)Co 30 30'

M)-

Pe,s)Co /Co#a Cola

0 0'



3!

"!Pe#siCo

$i%

INTERPRETATION0 9r. the a+>e ta+e it can +e +/er>ed that 80 f utet/

ha>e +th cca ca and "e/iC rduct/ hie n, 30 f the. ha>e n,

"e/iC rduct/# It /h/ that the .i@ utet/ are .re than the "e/iC e@cu/i>e#

5# =h#t is the pro(uct ##i*#'i*it; percent#$e o, pepsi in out*ets

$&AND NO O9OU'E' "E&CEN'A!E

"E"SI 70 70COCACOA 60 60

PEPSI

COCA&COLA

INTEPRETATION

'he cc-ca i/ hding c.arati>e, higher /hare in the .ar4et c.ared t "e/i# "e/i

i/ ha>ing i/ 70 and cca-ca i/ ha>ing 60 f .ar4et /hare#



4/ CONSUMPTION O+ PEPSI BRAND

PEPSI '(!

$)*E+ ,(!$IRI-*A "!

SLICE '"!

".P ,(!A/.A0I-A ''!

CONSUMPTION OF PEPSI BRAND

PEPSI$)*E+

$IRI-*A

SLICE

".P

A/.A0I-A

INTERPRETATION

9r. the a+>e Infr.atin thi/ figure /h/ the cu/t.er /ati/factin >er 100 ercent/ in $hu+ane/ar#

8# SUPP O+ PARTICUAR PRODUCTS AS PER T:E REUIREMENTS O+

RETAIERS#

COM"AN NAME O9 SU""

"E"SI 70COCA-COA 56

O'%E& 7



Sales

PEPSI

COCA&COLA

OTHERS

INTERPRATION0

In the a+>e diagra. Ca Ca i/ acuire 60 and 35 f "e/i and re.ain/ are ther/c.an,# Cca ca i/ high, caturing the .ar4et /hare #

J/ SAES E++ECTING MEDIA

$E*IA REPO-*E-TS

TELE1ISIO- 2$AGI-ES4-E+SPAPERS '

*ISPL5 6OAR*S ,

+ALL PAI-TI-GS 7

OTHER ,

MEDIA TELE1ISIO-

$AGI-ES4-E+SPAPERS

*ISPLA5 6OAR*S

+ALL PAI-TI-GS

OTHER



INTEPRETATION

A nu.+er f retaier/ agreed that tee>i/in i/ an effecti>e t fr ad>erti/ing f rduct/

fed +, di/a, +ard/ and a ainting/ etc a/ i/ deicted +, a+>e grah#

L/ TPES O+ SC:EMES I.ED B RETAIER

'"ES O9 SC%EMES NO O9 OU'E'S

9&EE $O''ESC%EME 30

UC* D&A:S 20DISCOUN' ON "&ICE 35

O'%E&S 15

TYPE OF SCHEME0REE 6OTTLE SCHE$ES

L.C85 *RA+S

*ISCO.-T O- PRICE

OTHERS

INTERPRETATION

'he a+>e grah cear, /h/ that ./t f the retaier ant di/cunt n rice n +u,ing f different fa>r f "e/i rduct/ during the erid f /ur>e, +, the c.an,# S that .reretaier/ i get attracted +, the /che.e/ and +u, .re rduct/ and i aut.atic increa/e#

13/ Is Schemes $ien '; comp#n; #re s#tis,#ctor;F

P#rticu*#r

s

No o,

Respon(ent

Percent#$e

e/ 0 0

N 20 20



7!

,!

Response o Re!a"le#

5es

-o

INTERPRETATION0

9r. the a+>e ta+e it can +e +/er>ed that G0 f the retaier/ are /ati/fied ith

the ca/ +, a c.an, during /che.e ti.ing/ and 10 are nt /ati/fied ith the

ca/#

It /h/ that the c.an, ti.e, infr.ing a+ut the /che.e/ t the retaier/#



1/ :o) much o, the 'usiness ;ou (o ,rom PepsiF

:ith the he f thi/ ue/tin I tried t find ut that h .uch a +u/ine//.an d a +u/ine//

fr. the rduct f "e/i and I fund that cn>enience /h/ (i#e# genera /tre/ +ete /h

/tatinar, /h etc#) are ha>ing a great re in /ae f "e/i in the/e /h/ a+ut 60

f +u/ine// c.e/ fr. the /ae f /ft drin4# 'hi/ ercentage f cntri+utin

r +u/ine// f each deaer deend/ un the t,e f /h and the catin f /h#

A/ e ha>e ta4ed that in thi/ /ur>e, e are ha>ing .ain, three t,e/ f /h/ i#e#

cn>enience grcer, and eater,# In the/e categrie/ a cn>enience /h/ are ha>ing a

>er, high ercentage/ f +u/ine// hich the, d fr. "e/i there i/ >er, .ini.a

effect f catin n the/e t,e/ f /h/# i4ei/e an eater, /h/ are ha>ing a /ecnd /itin in thi/ ue/tin and the, d a+ut 25 f +u/ine// +ut their +u/ ine// i/ effected

fr. the ca tin and /i.iar in the grcer, /h/ ha>ing a ea/t +u/ine// i#e# 15

and a/ affected fr. catin#

5/ =hich is ;our ,#orite pro(uctF

'hrugh thi/ ue/tin I tried t a/4 a+ut the /ae f an indi>idua rduct f

"e/ i and Cca-Ca# 'he figure that I fund i/ a/- a.ng f a rduct 8U" i/ fa>rite#

a.ng f a t he d ea e r/ it h 1 5 f re fe re nc e S i ce h a> in g th e

ercen tage/ f reference i / 12 Muntain De and Sri te are ha> ing the

ercen tage f re fe rence are 11 the/e t rduct i/ fed +, the anther

rduc t# Afte r that Mirinda and 9anta are ha> ing the re fe rence f the

C n /u . e r/ r e / e c t i> e , 1 0 a n d G # ' h u. / u a n d M a a < a a r e h a > i n g

th e e rc en ta ge f reference are re/ecti>e, and 8 and "e/i and i.ca

+th ha> ing 6 re fe rence and at the end int Cca Ca ha>ing 5 f cn/u.er

reference#



2/ :o) s#tis,ie( #re ;ou )ith the SC:EMES o, PEPSIF

'hi/ i/ anther ue/tin hich te u/ a+ut the inin f the deaer/ fr Sche.e/ hich

i/ r>ided +, the c.an, t u/h the rduct and generate the /ae f rduct in the

.ar4et# S after ana,<ing thi/ ue/tin I fund that 62 f deaer/ are >er, /ati/fied ith

the /che.e/28 are uite /ati/fied 6 deaer/ are neither /ati/fied nr di//ati/fied 5 f

deaer/ are uite di//ati/fied and I gad t find ut that there i/ n ne deaer hich i/ fu, r

>er, di//ati/fied ith the /che.e/ faciit, f "e/i#

CHAPTER $

FINDINGS an% SUGGESTIONS



+INDINGS

• 'here are 70 ee refer/ cd drin4/ and 77 ee/ refer cc ca#

• Out f 100 utet/ "e/i i/ ha>ing 25 utet/ and there are 7 utet/ h are /eing

+th "e/i and cca-ca#

• It ha/ +een fund that there i/ de.and f "e/i rduct a/ c.ared t cca-ca#

• 'he de.and f Muntain De and Sice 8u i/ .re than /u, in the .ar4et and

the /u, f a fa>r/ i/ a .ar i//ue in the .ar4et#

• 'he /ae f 'hu.+/ u i/ .re than the "e/i due t it/ /trng ta/te hich i/ i4ed +,

the cn/u.er/#

• A retaier are nt +enefited +, the /che.e/ +ecau/e e gi>e /che.e n a higher

urcha/e /.a retaier/ are nt getting the /che.e/#

• Cn/u.er/ are e@ecting /.e /che.e and .re retaier/ ant/ rice di/cunt

/che.e#

• "e/i de/nt faciitate credit faciit, fr the retaier/ +ut herea/ retaier/ ha/ t gi>e

n credit +a/i/#

• In ca/e f ne cu/t.er the retaier can tr, t cn>ince hi. r her t ta4e ther

rduct#

• Cca-Ca i/ r>iding .re r.tina effrt/ than "e/i that /ati/fie/ the retaier/#

• 'here i/ a ga +eteen the retaier/ and the c.an,#

• Di/tri+uter/ are nt /ati/fied ith the /er>ice/ i4e .argin/ rduct a>aia+iit, and

credit faciit,#

• &etaier/ are nt ha, ith the MDC (Mar4eting De>e.ent Crdinatr) f "e/iC# &etaier/ are /a,ing that hat the, r.i/e d nt fufi that#



• Marinating gd reatin/hi ith the retaier/ a/ e di/tri+utr/ i/ >er, i.rtant

fr ha>ing a /trng di/tri+utin channe#

• =i/icer ha>e an i.rtant re in enhancing the di/tri+utin channe and ic,#

• 'i.e cncern i/ >er, i.rtant in gd di/tri+utin channe it .ean/ r>iding

rduct at retaier/ dr ithin a ti.e#

• C.an, /hud r>ide +etter faciit, f gi/tic/ +ecau/e ithut gi/tic/ an,

c.an, cannt .aintain gd di/tri+utin /tatu/#

SUGGESTION

Create aarene// 'he c.an, ha/ t ta4e care f aarene// creatin a+ut

the rduct/ a.ng cu/t.er# 'he c.an, ha/ t identif, the tentia cu/t.er#

"rductin r.tin /trateg, /hud +e i.r>ed#

C.an, /hud cn/ider the re/ent c.etitin and /hud act accrding t

the cu/t.er need/# 'he a, t adt ne /trategie/ t attract cu/t.er/#

'he a, t cn>ince cu/t.er#

'he c.an, .u/t identif, it/ ne rtunitie/# 'he c.an, .u/t tr, t a/ identif, it/ threat/ tard/ ther /ft drin4/#

Ruait, f "E' +tte /hud +e i.r>ed / that ./t r+e./ can +e

.ini.i<ed# Sft drin4/ i/ /ti cn/idered a treat >irtua, a u@ur, / it //i+e c.an,

/hud cut dn it/ rice e/ecia, f can/# Su, f /ter/ g-/ign +ard/ tin +ard/ +anner/ and ac4 /heet/ etc

/hud +e .ade at reguar inter>a# :a ainting /hud +e .ade reguar, in the area a/ it i/ ad>erti/e.ent#

"rer attentin /hud +e gi>en t the retaier/ r+e. / that the, ta4e

intere/t t increa/e the /ae# "rer ad>erti/e.ent /hud .a4e at raia, /tatin +u/ /tand /h area

.ar .ar4et and ecn.ie/ ace etc#



CONCUSION

A/ e 4n that SM= $e>erage/ ">t# td# i/ >er, +ig rgani<atin and .ar4et eader in /ftdrin4/# It ha/ [email protected]. .ar4et /hare in 8u and Muntain de hich are it/ .aincre

rduct/ +ut it ha/ certain i.itatin/# :ith the he f re/earch c.an, can find ut it/ea4 int/ in .ar4eting and in /ae/ and r.tina acti>itie/ and can increa/e it/ .ar4et/hare thrugh rectif, .i/ta4e/# "ee ha>e +eie>ed in "E"SIS rduct/ and the, iaccet it/ rduct/ a/ if effecti>e actin/ ere ta4en#

The sure; resu*te( into ,o**o)in$ conc*usions0

"E"SI .u/t c.e u ith ne r.tina acti>e/ /uch that ee +ec.e aare a+ut"e/i rduct/#

Ruait, i/ the d.inating a/ect hich infuence/ cn/u.er t urcha/e "e/i

rduct/ +ut r.t a>aia+iit, f ther +rand/ and aggre//i>e r.tina acti>itie/ +, ther/ infuence/ the cn/u.er tard/ the. and a/ ead/ t increa/e /ae/#

IN c.ari/n t the "e/i rduct/ the ther a,er/ /uch a/ Cca Ca "are agr

etc# r>ide a +etter r.tin and gi>e c.etitin t the hit#

"ee are ./t, /ati/fied ith the >era uait, f "e/i +ut fr e@i/tence in the

ca .ar4et SM= $E=:&A!ES ">t# td# .u/t u/e aggre//i>e /eing techniue/#



CHAPTER &

'UESTIONNAIRES



UESTIONNAIRES

Dear SirOn the +ehaf f "e/iC td# "ea/e he .e in ding ., rect +, ta4ing a cue f .inute/ t te .e a+ut the /er>ice that ,u ha>e recei>ed / far# 'hi/ i +e u/ed n, fr acade.ic ur/e n,#

(A) Na.e f the utet/ ###############################################################################($) Addre// #################################################################################################

################################################################################################################(C) Na.e f the retaier ##############################################################################(D) ',e f retai /h (E) (C) (!) ($)(E) Cntact Nu.+er

• :hich drin4 d ,u referV

o 'ea

o Cffee

o Cd drin4/

o ?uice

o i4er

• If cd drin4/ then hich c.an, rduct ,u i4e ./tV

o "e/i

o Cc ca

o "are agr

o Other/(ea/e rite)

• :hat 4ind f utet/ ha/ +een u/ed +, ,u

o !rcer,

o Cn>eniento Eater,



• hat i/ the rrtin f different c.anie/ /ft drin4/ are a>aia+e t ,u

o "e/ic

o Mi@(e/i and cc ca)

• :hat i/ the rduct/ a>aia+iit, ercentage f e/i in utet/

o "e/i

o Cc ca

• CONSUM"'ION O9 "E"SI

o "e/i

o Muntain de

o Mirindao Sice

o 8u

• SU"" O9 "A&'ICUA& "&ODUC'S AS "E& '%E &ERUI&EMEN'S

O9 &E'AIE&S#

o "e/i

o Cc ca

o Other/

• :hich +rand i/ referred +, the cu/t.erV

o "rduct N# f cn/u.er

o Auafina

o Sice

o Muntain de

o Mirinda e.n

o Mirinda range

o "e/i

o 8 u

• Sae/ affecting .edia

o 'ee>i/in

o Maga<ine

o Di/a, +ard

o :a ainting/

o Other/

• ',e/ f /che.e i4ed +, retaier

o 9ree +tte /che.e

o uc4, dra/

o Di/cunt n rice



o ther/

• I/ Sche.e/ gi>en +, c.an, are /ati/factr,

o e/o N

CHAPTER (

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P:IIPS .OTER0 Princip#* o, m#r%etin$

C/R/.OT:ARI 0 Rese#rch metho(o*o$;

S/P/.ASANDA 0 Rese#rch metho(o*o$;

V/S/RAMAS=AM0 M#r%etin$ m#n#$ement



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