Chapter – III Performance Of Soft Drink Multinational ...shodhganga.inflibnet.ac.in/bitstream/10603/74748/10/10_chapter3.pdf · Performance Of Soft Drink Multinational Companies

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Chapter – III

Performance Of Soft Drink Multinational

Companies

Introduction

Soft drink is alternative drink for liquor product or drinks to the

consumers. Most of the consumers from small child, women’s, young

men and old men and women’s are consuming soft drinks. Most of the

consumers using different Types of soft drinks i.e. Thums Up, Coca-

Cola, Pepsi, Mirinda, Maaza, Slice, Sprite and other soft drinks. Most of

the soft drink companies by offering different types of incentives.

PEPSICO is the world largest soft drink company. In India, it is

known by PEPSICO INDIA, India is biggest market all over the world

because of its hottest weather during Feb-June, Festive season during

Sep-Dec, Indian Economy is leading economy all over the world and

India is one of the largest countries in world, demanding by the

company’s products.

According the survey of Marathwada Region Most of the

customers are used Pepsi soft drinks in summer vacation. In the month of

March to June the whether of Marathwada region is very hot. Aurangabad

is the capital of Marathwada region. Aurangabad is famous in the world

for Ajanta and Ellora caves. So Many Tourist are came here for visit to

Aurangabad.

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So, Pepsi soft drinks and coca-cola, Thums Up, Mirinda, Maaza,

Sprite, etc. are largest selling in this season. Marriages and Birth day

parties are also more selling soft drinks in largest. Middle class and

higher class customers are now a fashion for drink the soft drinks at the

time of brake fast, lunch and dinner. Cinema hall, Malls, Bars,

Restaurant, etc. are the selling more and more soft drinks.

In India different types of soft drinks companies are selling their

product. But PepsiCo Inc. Ltd. and Coca-Cola Inc. Ltd are the Two

Multinational companies are largest selling of soft drinks.

Pepsi Soft drinks Attraction of Strategies.

1) Visi Charge

2) Visi Purity

3) Visi Ocation

1) Visi Charge: - Vesicular completely filled by Pepsi products with

minimum 12 SKU’S (Standard Keeping Units).

2) Visi Purity: - The vesicular is to be filled only Pepsi Products the

Pepsi Vesicular do not use for keeping other company products e.g.

Coca-Cola, Fruity etc.

3) Visi Location: - Vesicular place proper location in customer point of

view. It means the customer comes in outlet the vesicular is to fully

display and customers attract to word the Pepsi vesicular.

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PepsiCo Multinational Soft drink

Information

PEPSICO is a world leader in convenient snacks, foods and

beverages, with revenues of more than $39 billion and over 1,85,000

employees. 1

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 business, including

Sybarites and Games businesses in Mexico PAB includes Food and snack

businesses, including sybarites and games businesses in Mexico. PAB

includes PepsiCo Beverages North America and Latin American

beverage business. PI includes all business in the united kingdom,

Europe, Asia, Middle East and Africa PepsiCo brands are available in

nearly 200 countries and generate scales at the retail level of more than

$98 billion.

Some of PepsiCo’s brand names are more than 100-years-old, but

the corporation is relatively young. PepsiCo was founded in 1965 through

the merger of Pepsi-cola and Frito-Lay. Tropicana was acquired in 1998

and PepsiCo merged with The Quaker Oats Company, including

Gatorade, in 2001. 3

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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

product 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 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. 1

PepsiCo Marketing In India

India is a potentially one of the largest consumer market in the

world. Soft drink is a typical product, which quenches thirst and also used

for refreshment. In old days people used to quench their thirst by taking

water, Jel Jeera, Lassi, Sharbat, Ganna juice etc. which still prevailing in

the market. But as the people require more advance and efficient drink, so

there felt a need for more sophisticated means of satisfying thirst, which

ultimately gave to the production of modern soft drink.

A soft drink is a non alcoholic beverage. It is artificially flavored

drinks, which contains no fruit juice or pulp.

Introduction of soft drink in the name of COCA-COLA was first

created in 1886 in USA. Dr. John S. perfected the formula of coca-cola.

The Parle came up by introducing ‘gold spot’ in orange flavor. It was

really (challenging task for Parle to position) i.e. Gold spot in the market

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against coca-cola, because using foreign brands habituated people. So

first of all, it was launched in Bombay and free sampling was done in

hotels, restaurant, offices and clubs to make people aware about the taste

and quality because it was quite different from coca-cola in these two

attribute.

After a tedious effort of about 20 years, it succeeded in establishing

its separate identity. Thus coca-cola was the first foreign brand

introduced in during 1965. Sand the first Indian brand soft drink was gold

drink was gold spot launch in the later part of 1940’s.

During the rule of ‘Janta Party’ at centre Govt. in 1978 the Indian

government cancelled collaboration with USA’s coca-cola company and

as result coca-cola winded up its operation in India. Now Indian market

was open for various cold drinks. Several companies came forward

pushing the different brands in the market. Parle introduced ‘Thums Up’

pure drink of Delhi introduced Campa-Cola along with Campa Orange

and a Campa-Cola.

Modern bakeries introduced double seven. Mohan Meaking came

up with Marry and pick up and MC. Dowell came up with thrill, rush

sprint in Indian market. Umpin (Godrej) and Treeto (Lipton) entered with

tetra pack and started grabbing the market in the absence of coca-cola.

In 1991, a multinational company globally known as P.C.I. (Pepsi

cola international) entered the Indian market with the name P.F.L. (Pepsi

food limited). Its president Christopher found a large scope for their soft

drink in India.

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Both PFL and Parle were the two main bottlers in the soft drink

arena. There was a cut throat competition between them. 1993, coca-cola

re-entered into the Indian market and acquired five brands of Parle. i.e.

Thums up, Limca, Citra, Maaza and Gold-spot. Thus in India, coca-cola

has become the close rival of Pepsi foods limited (PFL). They are

fighting each other to gain a clear edge over the other.

A present, Pepsi foods limited has 44 bottling plants while coca-

cola has 62 bottling plants. The total money invested by Pepsi Foods Ltd.

is 500 Million dollars while coca-cola has invested 800 Million dollars in

India. The Indian soft drink market was growing at an encouraging 16%

per annum which argued well for both the companies.2

PepsiCo Soft Drink Market In India

As an MNC on the globe, Pepsi foods ltd. is one of the largest soft

drink companies at the world with its head quarter in New York.

Pepsi entered in the Indian soft drink market in 1988 and began its

production in May, 1990 and soon it was giving the local contenders the

run for their market. It came out with dazzling marketing innovation that

rocked the cola market line selling the product through functional Pepsi

outlets.

Pepsi success in creating a brand almost from scratch. In India it is

the stuff that marketing case studies are made given the problems of

doing over advantage. It entered before coke returned was considerable

reduced by the onerous export obligation slapped on the company. Yet

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right from the beginning Pepsi demonstrated a far more focused approach

while it entered.

The market like any other MNC, it was quick to adopt. it realize

that consumer particularly the youth to whom it consciously reached out

would identify better with a brand that they see as global yet India Pepsi

was built as Desi brand. Hence its deliberated attempt to build as-

campaign using the popular English, in the process slogans like “Yehi

Hai Right Choice Baby Aha” and “Yeh Dil Mange More” become a part

of India’s popular consciousness. When Pepsi lost the bidding battle to

sponsor a cricket tournament to coke, the loss was turned into s triumph

with the catch line “nothing official about it”. Two, it cashed in on the

untapped consumer aspiration in smaller towns; tonsils head quarters and

hinter-land of metropolitan cities. three, it showed a rare ability to not

only survive, but grow through India’s tortuous policy twist and turns

which threw many other MNC’s off balance. And four its top

management to purchase it chosen policy with for grater real and

dedication.

Unlike coke which paid enormous prices to buy established local

brands. Pepsi brought it own stuff over and pushed those aggressively

witty dealers, retailers and consumer. Right now, it can bark in its

outstanding success inbull, dinga brand that has become synonymous

with soft drinks across the length and breadth of the country.3

Mission of the PepsiCo

Our mission is to be the world’s premier consumer Products

Company focused on convenient foods and beverages.

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We seek to produce financial rewards to investors as we provide

opportunities for growth and entertainment 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.

Vision of the PepsiCo

“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.4

Product Profile of PepsiCo Drink

There are eight brands of Pepsi in India and they are differ in taste,

flavor AND ALSO IN THEIR COLOURS.

1. PEPSI

Pepsi is considered to be cold drink. it is generally preferred by all

sections of consumer. This is a case cow brand for the company in term

of sales revenue.

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2. MIRINDA

Mirinda is considered to be lemony in taste, and comes under the

light drink.

3.7UP

7up is a good product at pepsi and contains at lemon flavor.

4. MOUNTAIN DEW

Mountain dew is also considered to be a cold drink. It is light

compression to pepsi. It is preferred by all section of consumer but

especially to teen-age. it is big source of company to cash its publicity.

5. SLICE

SLICE MANGO, in slice cold drink no gas only based on juice. It

is a non-aerated soft drink. It is preferred mostly children & women.

6. Tropicana

In minute maid pupply orange cold drink no gas only based on

orange juice. it is a non-aerated soft drink.

7. Eversses soda

This is soda drink. it has no color and no flavor. it is generally used

with alcohol and used by adults.

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8. Aquafina water

It is mineral water.5

Table No. 3.1

Soft drinks and Product Preferences of the consumer

Sr. No. Brand Name Consumer’s choice Preference

1. Pepsi preferred by youngster Price

2. Miranda Common drink Taste

3. Slice preferred by Ladies and kids Taste

4. 7 UP Youngster Price

5. Mountain

dew

Youngster Brand image

6. Tropicana preferred by Ladies and Kids Color, Image

7. Eversses

Soda

Mostly those who consume

liquor

Needy,

image

8. Aquafina preferred by traveler Price, Taste

Source :- Annual Reports of soft drink companies ( 2012-13)

Table No. 3.1 shows that, the different Brand’s of soft drinks

preferred by the consumer as per their preference. It shows that Pepsi,

Mirinda and Aquafina brands are mostly preferred by the youngster.

Mirinda, Slice, and Aquafina were preferred by the common man, Ladies,

Kids and other soft drinks preferred by their brand image, color, and

needy preference mostly those who consume liquor and youngster.

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Table NO. 3.2

Consumer Preferences of Pepsi Products in Marathwada Region

Sr. No. Brand Name Consumer

Preference

Percentage

1. Pepsi 350 35.00

2. Mirinds 221 22.10

3. Slice 155 15.50

4. 7 UP 105 10.50

5. Mountain dew 45 4.50

6. Tropicana 36 3.60

7. Eversses Soda 42 4.20

8. Aquafina 46 4.60

Total 1000 100.00

Source:- Field survey ( 2013-14)

According to Table No. 3.2 that, 35% respondents from

Marathwada Region preferred for PepsiCo, 22% respondents preferred

Mirinda and 15.5% respondents liked slice, then 10% respondents

preferred to 7Up, 4.5% respondents liked Mountain dew, 4% respondents

liked Eversses Soda and 4.6% respondents preferred Aquafina from

Marathwada

Finally, According to the Preferences which were given by the

consumers from Marathwada Region, 35% respondents preferred Pepsi

Brand that is the highest preferred of soft drink.

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PEPSICO MARKETING

A large advertisement made to resemble a Pepsi cup at the theme

park, Nickelodeon Universe inside the Mall of America.

The first of many new designs of Pepsi cans which were released in

2007.

In 1975, Pepsi introduced the Pepsi Challenge marketing campaign

where PepsiCo set up a blind tasting between Pepsi-Cola and rival

Coca-Cola. During these blind taste tests the majority of participants

picked Pepsi as the better tasting of the two soft drinks. PepsiCo took

great advantage of the campaign with television commercials reporting

the test results to the public.

In 1996, PepsiCo launched the highly successful Pepsi Stuff

marketing strategy. By 2002, the strategy was cited by Promo Magazine

as one of 16 “Ageless Wonders” that helped redefine promotion

marketing. 6

In 2007, PepsiCo redesigned their cans for the fourteenth time, and

for the first, time, included more than thirty different backgrounds

on each can, introducing a new background every three weeks. 6

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Table No. 3.3

Marketing Strategies of PepsiCo soft drink and their Market share in

Marathwada Region.

Sr. No. Brand Name Dealer

Preference

Percentage of

Market share

1. Pepsi 35 43.75

2. Mirinds 10 12.50

3. Slice 11 13.75

4. 7 UP 10 12.50

5. Mountain dew

04 5.00

6. Tropicana 04 5.00

7. Eversses Soda 04 5.00

8. Aquafina 02 2.50

Total 80 100.00

Source:- Dealer survey of Marathwada region (2013-14)

From the above Table shows that, as per the dealer survey of

researcher, Marketing strategy and market share of Marathwada Region

were 43% dealer has preferred Market Share, then secondly 12% of

Mirinda soft drink preferred for market share , Thirdly, the market share

of Slice captured 13.75%. and Fourthly, 12.50% 7Up soft drink

captured Marathwada region Market share , then the next soft drink of

Mountain dew was capture 5%, followed by the soft drink of Tropicana

and Eversses soda captured 5% each , and lastly Aquafina captured

2.5% of the market shares.

Finally, PepsiCo, Mirinda, Slice, and 7UP soft drinks was the

highest preferences of market shares invested in the market.

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Year wise Slogans Marketing and advertising strategies of soft

drinks

1939 – Twice as Much for a Nickel

1950 – More Bounce the Ounce

1950 – Any Weather is Pepsi Weather

1957 – The Light Refreshment

1958 – Be Sociable, Have a Pepsi

1961 – Now It’s Pepsi for Those Who Think Young

1963 – Come Alive, You are in the Pepsi Generation

1967 – (Taste that beats the others cold) Pepsi Pours It on

1969 – You’ve Got a Lot to Live, and Pepsi’s Got a Lot to Give

1975 – Have a Pepsi Day

1977 – Join the Pepsi People (Feeling Free)

1980 – Catch That Pepsi Spirit (David Lucas composer)

1981 – Pepsi’s got your taste for life

1983 – Pepsi Now! Take the Challenge!

1984 – Pepsi! The Choice of a New Generation (Commercial with

Michael Jackson, Featuring Pepsi Version of Billie Jean).

1986 – We’ve Got the Taste (Commercial with Tina Turner)

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

Diet Pepsi)

1991 – “Gotta Have It” / “Chill Out”

1992 – Be young, have Fun, Drink Pepsi

1995 – Nothing Else is a Pepsi

1996 – Pepsi : There’s nothing official about it (During the Wills World

Cup (Cricket) held in India / Pakistan / Srilanka).

1997 – Generation Next (With the Spice Girls)

1998 – Yeh Dil Mange More

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1999 – “Ask for More” / “The Joy of Pepsi-Cola” (Commercial with

Brittany Spears /Commercial with Mary J. Blige)

2003 – “It’s the Cola” / “Dare for More”

2005 – “Wild Thing” / “Ask For More” (With Jennifer Lopez & Beyonce

Knowles)

2006 – “Why you Doggin’ Me” / “ Taste the one that’s forever young “

(Commercial featuring Mary J. Blige)

2007 – “More Happy” / “Taste the one that’s forever young” (Michael

Alexander)

2008 – Yeh hai youngistaan Meri Jann ! (India) 7

Growth of PepsiCo Soft drink in Marathwada Region

PepsiCo soft drink is a very important drinks in India. This soft

drink Company maintains their values, Growth Empowerment of people,

Responsibility and Trust of consumers. Pepsi Soft drink maintain the

Quality and Price from long time in India. So that the consumer’s have

confidence on the soft drink of Pepsi, Aurangabad is a Capital of

Marathwada Region. Here Ajanta and Ellora is the

Attraction of Tourist: Most of the foreigner’s were come to see the

Tourist places. International Airport is the convenient to for foreigner to

come here so the sell of soft drink is increase.

The values of PepsiCo reflects from its aspiration. PepsiCo express

its values in the form of commitment as follows –

PepsiCo Commitment

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• Sustained Growth

• Empowered People

• Responsibility & Trust

Sustained Growth is fundamental to motivating and measuring our

success. Our quest for sustained growth stimulates innovation, places a

value on results, and helps us understand whether today’s actions will

contribute to our future. It is about growth of people and company

performance. It prioritizes making a difference and getting things done.

Responsibility and Trust from the foundation for healthy growth. It’s

about earning the confidence that other people place in us as individuals

and as a company. Our responsibility means we take personal and

corporate ownership for all we do, to be good stewards of the resources

entrusted to us. We build trust between others and ourselves by walking

the talk and being committed to succeeding together.

Guiding Principles

• Care for customers, consumers and the world we live in.

• Sell only products we can be proud of.

• Speak with truth and candor.

• Balance short term and long term.

• Win with diversity and inclusion.

• Respect others and succeed together.

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Care for customers, consumers and the world we live in-

We are driven by an intense, competitive spirit in the marketplace,

but we direct this spirit toward solutions that achieve a win for each of

our constituents as well as a win for the corporation. Our success depends

on a thorough understanding of our customers, consumers and

communities. Caring means going the extra mile. Essentially, this is a

spirit of growing rather than taking.

Sell only product we can be proud of -

The test of our standards is that we must be able to personally

endorse our products without reservation and consume them ourselves.

This principle extends to every part of the business, from the purchasing

of ingredients to the point where our products reach the consumer’s

hands.

Speak with truth and candor -

We speak up, telling the whole picture, not just what is convenient

to achieving individual goals. In addition to being clear, honest and

accurate, we take responsibility to ensure our communications are

understood.

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Balance short term and long term -

We make decisions that hold both short-term and long-term risks

and benefits in balance over time. Without this balance, we cannot

achieve the goal of sustainable growth.

Win with diversity and inclusion -

We leverage a work environment that embraces people with

diverse backgrounds, traits and different ways of thinking. This leads to

innovation, the ability to identify new market opportunities, all of which

helps develop new products and drives our ability to sustain our

commitments to growth through empowered people.8

Respect others and succeed together -

This company is built on individual excellence and personal

accountability, but no one can achieve our goals by acting alone. We need

great people who also have the capability of working together, whether in

structured teams or informal collaboration. Mutual success is absolutely

dependent on treating everyone who touches the business with respect,

inside and outside the company. A spirit of fun, our respect for others and

the value we put on teamwork make us a company people enjoy being

part of, and this enables us to deliver world-class performance.

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Table No. 3.4

Growth of PepsiCo in Marathwada Region.

Sr. No.

Brand Name Year 2013

(Rs. In Crore)

Year 2014

(Rs. In Crore)

Increase Sale

(Rs. In Crore)

1. Pepsi 2.60 3.80 1.20

2. Miranda 1.85 2.92 1.07

3. Slice 2.23 3.26 1.03

4. 7 UP 1.50 1.84 0.34

5. Mountain dew

1.10 1.30 0.20

6. Tropicana 0.80 0.90 0.10

7. Eversses Soda 0.30 0.41 0.11

8. Aquafina 0.35 0.55 0.20

Source: - Dealer survey of Marathwada region (2013-14)

From the above table Growth of PepsiCo soft drinks in

Marathwada region was very excellent. The PepsiCo soft drinks Increase

sale on 2013-14 was 1.20 Crore and Mirinda soft drink also improved

their sale on 1.07 Crore and Slice soft drinks are using more consumer in

Marathwada region and it increased sale on 2013-14 was 1.03 Crores.

Then the 7up soft drink Growth was 0.34 Crores it is less than Slice on

the year of 2013-14 and Mountain dew soft drink sale was increased 0.20

Crores in the year 2013-14. Tropicana soft drinks also increased it sale

0.10 Crores and Eversses Soda drink growth was 0.11 Crores in

Marathwada region. and lastly Aquafina soft drink increase it sale was

0.20 Crores in the year of 2013-14.

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Future Vision of PepsiCo Sustainability

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.

Tomorrow > Today

1. Corporate Sustainability

2. Human Sustainability

3. Environmental Sustainability

4. Talent Sustainability

1) Corporate Sustainability

• Profile (Business, Products, Customers, Operations)

• Vision, Mission, Values and Guiding Principles

• Risk Management

• Governance

• External Characters (Membership and Partnership)

• Constituencies (Stake Holders)

• Economic Performance

2) Human Sustainability -

• Product Responsibility

• Smart Spots

• Portfolio Transformation

• Nutrition Timeline

• Health and Wellness Partnerships

• Product Labeling

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• Food Safety

• Consumer and Customer Relations

• Consumer Privacy

• Advertising

3) Environmental Sustainability

• PepsiCo Commitment

• Environmental Sustainability Timeline

• Environmental Management

• Environmental Monitoring

• Capital Expenditure Filter

• Environmental Policy

• Education and Awareness

• Water

• Energy

• Packaging and Waste

• Agriculture

4) Talent Sustainability –

• Diversity and Inclusion

• Benefits

• Health and Safety

• Training

• Human Rights

• Talent Honors

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PepsiCo and other allied Product’s

Providing PepsiCo consumers with easy-to-use, convenient and

innovative containers are one of his top priorities. Package introductions

PepsiCo made over the years include the industry’s first two-liter bottle;

the first company to respond to consumer preference with lightweight,

recyclable, plastic bottles; The Cube, an easy-to-store 24-pack; Big Slam,

the wide-mouth one-liter, bottle; designed to provide consumers with

extra value.

PepsiCo local bottlers, many of which privately owned, franchise

operations, make all packaging decisions. Most of our bottlers are

following the industry-wide trend to use plastic packaging due to

environmental considerations. The industry is now making greater use of

fully recyclable aluminum cans and PET plastic bottles.

The “CUBE” is a new innovative 24-can Pepsi multipack. It was

dubbed the “CUBE” by consumer focus groups, which are a small test

market population that’s invited by Pepsi-Cola to give the company

feedback before the introduction of a new package or product. The

consumer focus groups Pepsi used for this product coined the name the

“CUBE” and it stuck!

Polyethylene terephthalate, or “PET plastic, “is a form of polyester

used to make strong, lightweight, shatter-resistant bottles for soft drinks,

water, juice and other non-food products. Bottles made from PET plastic,

which are marked with the number one code on the or near the bottom of

the bottle, are recyclable into products including new containers, fiberfill

for sleeping bags and coats, fabric, carpet, auto parts, film and more.9

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Convenient Packaging for consumer

Providing quality products at the lowest possible price has always

been one of the main concerns of Pepsi. For example, in some parts of the

country a two-liter bottle of Pepsi is Rs.10 a decade ago and still does

today. One of the ways PepsiCo have been able to assist this effort is by

expanding our use of inexpensive and recyclable plastic bottles.

The soft drinks industry today is confronted with a bewildering

array of price increases. PepsiCo expenditures for labor, ingredients,

transportation and more all continue to rise. The cost of aluminum alone

has increased dramatically since last year. Across PepsiCo entire system

however, PepsiCo have been cutting overhead and re-engineering

PepsiCo manufacturing process in order to keep its prices competitive. It

is PepsiCo policy to limit any price increases to the retail trade to the

lowest possible extent.10

Soft Drink Product’s availability

At the time of personal survey of soft drink, researcher found that

nobody soft drink’s available in rural area. The dealer’s and retailers are

not selling the branded soft drink’s in rural area. They are only selling

Local soft drinks. Local soft drinks quality, and price are not in fair

condition. They made the local soft drink at home and sold it Market area

or where peoples are come together in places. Pepsi-Cola local bottles

determine which products to package and sell in their territory based on

local consumer demand and other market factors.

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Soft drinks are available at city area. Because the demand of soft

drinks are more and more in Urban area.11

Quality of Soft drinks product

At every level of Pepsi-Cola Company, they take great care to

ensure that the highest standards are met in everything them do. In

PepsiCo products, packaging, marketing and advertising, they strive for

excellence because their consumers expect and deserve nothing less.

They promise to work toward continuous improvement in all areas of his

organization.

At every step of their manufacturing and bottling process, strict

quality controls are followed to ensure that Pepsi-Cola products meet the

same high standards of quality that consumers have come to expect and

value from there. They also follow strict quality control procedures

during the manufacturing and filing of our packages. Each bottle and can

undergoes a thorough inspection and testing process. Containers are then

rinsed and quickly, filled through a high-speed, state-of-the-art process

that helps prevent any foreign material from entering the product.

Additional quality control measures help to ensure the integrity of Pepsi-

Cola products throughout the distribution process, from warehouse to

store shelf.

Market Share of Soft Drink Industry In India

Sr. No.

1.

2.

3.

4.

Source:-

According to the Table No. 3.5 found that, the Indian soft drink

Industries Performance of Market share of Coco

and then in second Rank PepsiCo soft drink captured Indian market

32%, and Cadbury company 15%, and lastly others

share was 11%.

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Table No. 3.5

Market Share of Soft Drink Industry In India

Brand Name Market

Share

Coca-Cola 42

Pepsi 32

Cadbury Schweppes 15

Others 11

Total 100

- Company Annual Reports ( 2011-12)


Industries Performance of Market share of Coco-Cola company 42%,


32%, and Cadbury company 15%, and lastly others soft drinks market

42

32

1511

Market Share

1 Coca-Cola

2 Pepsi

3 Cadbury Schweppes

4 Others

4 Total


Cola company 42%,


soft drinks market

3 Cadbury Schweppes

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Table No. 3.6

Top 10 Selling Soft Drink’s In India

Sr. No. Brand Name Name of the

company

Percentage

1. Coca-Cola Coke 30

2. Pepsi-Cola Pepsi 28

3. Diet Coke Coke 8

4. Mt. Dew Pepsi 7

5. Diet Pepsi Pepsi 7

6. Dr Pepper Cadbury 6

7. Sprite Coke 5

8. Fanta Coke 4

9. Diet Mt. Dew Pepsi 3

10. Diet Dr Pepper Cadbury 2

Total 100

Source:- Soft drink Annual Reports ( 2013-14)

From the above Table No. 3.6 indicating that , Top 10 selling soft

drink brand in India Coca-Cola brand was number one in Rank 30%

that is highest , followed by in second No. Pepsi soft drink company

28%, Thirdly Diet Coke of Coke Company 8% , fourthly Mountain dew

got 7% product by Pepsi, and then Diet Pepsi of Pepsi company 7%,

Dr Pepper of Cadbury company 6%, Sprite of Coke company 5%,

Fanta of Coke company 4%, Diet Mt. Dew of Pepsi 3% and lastly Diet

Dr Pepper of Cadbury 2%.

127

These are above 10 Top Selling Soft drink brands Of India.

Table No. 3.7

Top 10 companies Market share of Soft Drink in India

Sr.

No.

Rank Companies 2010

Market

share

2009

Market

share

Share

Change

1. Coca-Cola 42.0 41.9 +0.1

2. PepsiCo 29.3 29.9 -0.6

3. Dr Pepper Snapple 16.7 16.4 +0.3

4. Cott Corp. 4.8 4.9 -0.1

5. National Beverage 2.8 2.7 +0.1

6. Hansen Natural 1.0 0.9 +0.1

7. Red Bull 0.8 0.7 +0.1

8. Big Red 0.5 0.5 Flat

9. Rockstar 0.5 0.4 +0.1

10. Private label &

others

1.6 1.7 -0.1

Total 100 100

Source:- Annual Reports ( 2011)

According to the above Table No. 3.7 shown that , the Top 10

Soft drink companies market share as per their captured of market in

India. the highest shares of market were captured by Coca-Cola

company for the year 2010, 42% and 2009 41.9% , Secondly

PepsiCo soft drink Company form India captured Market Share in the

year 2010, 29.3% and 2009 ,29.9%, Thirdly Dr Pepper Snapple soft

drinks in India it captured market share 2010, 16.7% , and 2009,

128

16.4%, Fourthly Cott. Corp. Captured Market for Market share in 2010,

4.8% and 2009, 4.9%, National Beverage soft drinks also captured

Market share was 2010, 2.8% and 2009, 2.7%. Hansen Natural soft

drinks form Indian Market was capture Market share in 2010 , 1.00%

and 2009 0.9%, Then Red Bull soft drink company was captured in

0.8% 2009 and 0.7% , Big Red share utilized the market in 2010 .5%

and 2009 0.5% . Rockstar soft drink market share in 2010 0.5% and

2009 0.4% , and lastly Private Lable and other market share in 2010 ,

1.6% and 2009 1.7%.

Direct Response of Advertising on soft drink

The Internet will become the primary direct response medium.

Internet is such a cost effective means of communicating with customers.

In the recent years, many advertisers have been opportunities to advertise

on the Internet. But there are still arguments from both sides that whether

or not it will become the primary direct response medium in the future.

Direct response advertising seeks to achieve –oriented objective such as

requesting a free catalogue or brochure offered in a television

commercial, or magazine or newspaper ad. Direct response advertising

can use any medium for example, magazines, newspapers, radio,

television, direct mail, the Internet, or even posters.13

Women’s Effects on Advertising of Soft Drinks

In these days, feminism is an important influence in the way the

media portrays images of women. Feminists who tried to change the

image of women’s have affected it. Feminists have influenced women’s

past traditional roles in television advertisements or magazine

129

advertisements compared to their roles today. Thus the focus of this

essay is on the contribution of women in magazine advertising as an

important subject for feminists in the area of media studies. Media is

a very important communication tool in society. In other words, mass

media has an important effect on every type of audience. 14

Psychology in Advertisement

Advertisement is used to sell everything from health care to

automobiles to household products. There are many ways to advertise

and many methods used to the consumer to buy. Behavioral insight and

advertising methods based in psychology are used to attract

attention. Products and services sold in advertisements are not

necessarily sold by the merit of the product but rough psychological

conditioning.

Five major tactics to sell a product are Fear, Fun and Pleasure,

Vanity and Egotism. Fear is utilized a consumer into buying a product

or using a service. Fun and pleasure lures a consumer into believing that

an enjoyable association is with the product. Vanity and egotism play on

the belief that a consumer sees themselves as something spectacular to

sell a product. Persuasion based on authority uses a figure that is seen as

knowledgeable about a product or the product is used in a situation in

which it is used for a specific purpose for a specific person. Finally,

heuristics is a mental shortcut used to make a decision.

Fun and pleasure uses a more indirect approach to a consumer. It

is not uncommon to see stereotypically beautiful people using an

expensive sports car or SUV to go on dates, be with their friends, or just

130

driving around town. Who is to know whether or not an advertisement

will be popular or will even sell the product to the consumer? The human

mind is wildly unpredictable and what is popular now will be old news by

next week. One simply sees people having fun in association with the

product.

Advertisement can be fun, witty, amusing, or full of information,

or dark, somber, and depressing, it is all about selling the product to as

many people, in as wide of a market as possible. Persuasion is only a

small part of the picture. These mental shortcuts, which facilitate

decision-making, are called heuristics. There are three types of

heuristics used : length implies strength, balance theory, and

consensus implies correctness. Newport has had a successful long

running campaign called “Alive with Pleasure”. Teenagers seem to be

much more critical and do research to decide what products to

purchase.15

Table No. 3.8

Advertisement of Soft Drink’s

Sr.

No.

Requirement of

soft drink

advertisement.

No. of

Respondents

Percentage

1. Yes 875 87.5

2. No 125 12.5

3. Total 1000 100


According to Table No. 3.8 found that, the requirement of soft

drink advertisement is necessary. Advertisement is a soul of soft drinks

131

product. Without advertisement soft drink companies can’t increased

their sale in the markets of study area. As per the research survey of

market the view of 875 respondents liked that requirement of the

advertisement for soft drink is 87 %. and only 12.5% respondents didn’t

want the requirement of advertisement for soft drink.

Table No. 3.9

Media of Advertisement for Soft Drink

Sr.

No.

Through which

media you have

seen it?

No. of

Respondents

Percentage

1. TV 901 90.1

2. Newspaper 30 3

3. Magazine 16 1.6

4. Electronic Board 10 1

5. Poster 25 2.5

6. Others 18 1.8

Total 1000 100


The researcher asked the question about advertisement media.

Through which media you have to seen and which media you like

because there are different types of advertising media. so it is cleared that,

901 respondents from the Marathwada region view about TV Media that

was more Effective for selling the soft drinks 90.1%, secondly, 30

respondents reading the newspapers advertisement 3% only, and

Thirdly, 16 respondents reading the Magazines Advertisement of 1.6%,

then Fourthly, 10 respondents saw board ads. 1%, then 25 respondents

132

looked Posters advertisement 2.5%, and lastly 18 respondents saw others

advt. i.e. 1.8%.

Finally, TV advertisement Media more effective than the other

Media.

Table No. 3.10

Effect of Advertisement on consumption of Soft Drink

Sr.

No.

Do you think ads.

Effect the

consumption of

soft drink

No. of

Respondents

Percentage

1. Yes 653 65.3

2. No 176 17.6

3. Can’t say 171 17.1

Total 1000 100

Source:- Field survey (2013-14)

According to Table No. 3.10 is shown that, Advertisement is

shown the presentation of non personal product. Most of the peoples

and youngster know the information from the advertisement. Soft drinks

are the regular changes in product qualities and look of the products.

Here researcher interviews of 653 respondents from the study area and

they accepted that the effect of advertisement consumption of soft drinks

that was 65.3% and 176 respondents did not think that effect of

advertisement on consumption of soft drinks. And 17.1% means 171

people couldn’t say about it.

133

Finally, 65% respondent’s views to effect of soft drink

advertisement on direct consumer’s mind. That can be change the mind of

consumer for using the soft drink. Because practically showing the effect

and enjoyment of soft drink advertisement.

Hence, Advertising is very important factor in consumption of soft

drink and sale increased of soft drinks.

Table No. 3.11

Best Media of Advertisement for Soft Drink

Sr.

No.

Which Media

Presently is more

Effectively

No. of

Respondents

Percentage

1. TV 952 95.2

2. Newspaper 18 1.8

3. Magazine 12 1.2

4 Posters 06 0.6

5 Others 12 1.2

Total 1000 100

Source:- Consumer survey (2013-14)

Today, we saw the different Media of advertisement are available

in the Market. But some of the Media’s are mostly effective and

important for selling the soft drinks in the markets. Marathwada region is

developing region in the Indian market. Because Aurangabad is a best

tourist center in the world. Most of the foreigners are visited to see the

Ellora and Ajanta. All foreigners they drinks only soft drinks when they

thirsty. So the Advertisement is necessary for soft drinks.

134

According to the Table No. 3.11 is showing that, 95.2%

respondents viewed that the TV Advertising media was more effective

for soft drink ., Secondly the 1.8% respondents said that Newspaper

was effective advertising , and thirdly, 1.2% respondents said that

magazines was also effective , 0.6% respondents liked posters advt, and

1.2% respondents liked other media.

Lastly the researcher has found that, 95% respondents from the

Marathwada region choose TV Advertisement for Best Media of

Advertisement. Because Today, Each and every person saw the different

programmes from the TV Media.

Financial performance of Pepsi Soft Drink Company

PepsiCo delivered another year of strong performance in 2014,

resulting in double – digit total shareholder returns. As 2015 heralds our

company’s 50th anniversary, Indra K. Nooyi PepsiCo Chairman of the

Board and Chief Executive Officer (CEO) want to take this opportunity

to share my thoughts on what has made PepsiCo one of the top-

performing beverage companies of the past 50 years, and the steps we are

taking to extend this legacy of success for decades to come.

Looking Back of Half Century Journey

As they prepare to celebrate PepsiCo’s 50th year in June, we look

back at our journey with pride. In 1965, when the Pepsi-Cola Company

Merged to create PepsiCo, our revenue was $510 million. Today, it stands

at more than $66 billion. Our market capitalization, which was $842

million at the end of 1965, grew to $141 billion at the end of 2014,

135

putting us in the top 10% of the S&P 500 by market value. If you

invested $100 in Pepsi stock at the end of 1965, it was worth nearly $

43,000 at the end of 2014 a 13.2% annualized return.

Performance

At the same time that we have been driving sometimes radical

change, we have managed to deliver strong financial results over the long

term.

I am confident that these attributes will continue to define our

company for the next 50 years.16

Adaptable Corporation

Throughout the past half-century, Pepsi has made bold moves to

reshape our portfolio, build new capabilities and invest in new

geographies. I did like to share with you four major trends, and how we

adapted in order to thrive.17

Returns of Shareholder Since 1965

Return on Pepsi Stock investment and the S&P 500, assuming the

reinvestment of all dividends paid and adjusted for stock splits, calculated

through December 31 , 2014.

A $100 investment in Pepsi Stock at the end of 1965 was worth

nearly $43,000 at the end of 2014, a 13.2% annualized return, compared

to a $100 investment S&P 500 over the same time period, which was

worth nearly $100,000 at the end of 2014, a 9.8% annualized return.

On 6th October 1997, Pepsi sun off its restaurant business to its

shareholders, who received one share of common stock of Yum! Brands,

Inc. Known as TRICON Global Restaurants, Inc. For every 10 Shares of

Pepsi Capital stock owned by them (spin

stock assumes that shareholders immediately sold the Yum! Shares

received from the Spin

additional share of PepsiCo common stock.

PepsiCo Inc. Total Shareholder Return from 31 Dec. 1965 to 31 Dec.

Revenue

Pepsi Net Revenue End of year slit Share Price End of Year Actual closing Price

Source :

0

20

40

60

80

100

$510 M

1965

$0.75

End of year slit Share Price

136

ent S&P 500 over the same time period, which was


October 1997, Pepsi sun off its restaurant business to its


. Known as TRICON Global Restaurants, Inc. For every 10 Shares of

Pepsi Capital stock owned by them (spin-off). This return on PepsiCo


received from the Spin-Off and concurrently reinvested the proceeds in

additional share of PepsiCo common stock.18

Table No. 3.12


1985

1965 1975 1985

$510 M $2.3 B $8.1 B

$0.75 $1.30 $4.04

$81.50 $70.50 $72.75

Source :- Annual reports of PepsiCo (2014)

$510 M $2.3 B $8.1 B

1965 1975 1985

$0.75 $1.30 $4.04

$81.50 $70.50 $72.75

End of year slit Share Price End of Year Actual closing Price

ent S&P 500 over the same time period, which was


October 1997, Pepsi sun off its restaurant business to its


. Known as TRICON Global Restaurants, Inc. For every 10 Shares of

off). This return on PepsiCo


he proceeds in


1985

$8.1 B

$4.04

$72.75

137

Represents Net revenue as initially reported of each of the years

presented and does not reflected subsequent reclassifications or changes

in presentation.

Closing prices have been restated to reflect PepsiCo stock splits.

Table No. 3.13


2014

Revenue 1995 2005 2014

Pepsi Net Revenue $30.4B $32.6 B $66.7 B


$27.94 $59.08 $94.56

End of Year Actual closing Price

$55.88 $59.08 $94.56

Source: - Annual reports of PepsiCo (2014)

From the Table No. 3.13 shows that PepsiCo Inc. total Shareholder

Revenue from 31 Dec.1995 to 31 Dec. 2014 are given above table. And

actual closing price is showing year wise above table. In 1995 slice share

price was $30.38. In 2005 $32.6 B and 2014 $66.7 B.

$27.94

$59.08

$94.56


1995 $30.4B

2005 $32.6 B

2014 $66.7 B

138

Table No. 3.14

2014 Financial Position of PepsiCo Soft Drink Company Net Revenues

PepsiCo Americas Beverages 32%

Frito Lay North America 22%

PepsiCo Europe 20%

Latin America Foods 12%

PepsiCo AMEA 10%

Quaker Foods North America 4%

Total 100%

Source:- PepsiCo Annual Report (2014)

Financial position of PepsiCo soft drink company in America Net

Revenue is given on this table.

The above Table No. 3.14 found that, the net revenues of different

product in the percentage. PepsiCo Americas beverage 32%, it is the

highest revenue of PepsiCo soft drink. After that 22%, Revenues of

Frito Lay North America, and 20% Revenues by PepsiCo Europe ,

12% Revenues got from the Latin America Food, and 10% Revenues

earned by PepsiCo soft drinks from AMEA lastly which is minimum

4% of Quaker Foods North America.

32%

22%

20%

12%10%4%

100%

Pepsico Americas

Beverages

Frito Lay North America

PepsiCo Europe

Latin America Foods

PepsiCo AMEA

Quaker Foods North

America

Total

Finally, According to the above analysis the researcher has comes

to know that, the net revenues of 32% which is the highest percentage of

net revenues received for the PepsiCo Americas Beverages.

Mix of Net Revenue

Sr. No.

1.

2.

Source:

PepsiCo Soft drink Company Manufacture different types of Mix

product i.e. Beverages and Foods. Globally PepsiCo drinks and Foods are

very popular between the consumers and youngsters. So the Net Revenue

Got by PepsiCo from the Mix PepsiCo Products.

According to Table No. 3.15 Clear that, The Revenue of the

PepsiCo Soft drinks as per the Annual Report (2014) was 53%, by selling

food product and 47% Revenue got from selling Beverage soft drinks.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Food

53%

139



net revenues received for the PepsiCo Americas Beverages.

Table No. 3.15

Mix of Net Revenue of PepsiCo

Sr. No. Product Percentage

Food 53%

Beverage 47%

Total 100%

Source:- PepsiCo Annual Report (2014 )




Got by PepsiCo from the Mix PepsiCo Products.

rding to Table No. 3.15 Clear that, The Revenue of the



Food Beverage Total

53% 47%

100%






rding to Table No. 3.15 Clear that, The Revenue of the



Series1

Division

Frito Lay North America

PepsiCo Americas Beverages

PepsiCo Europe

Latin America Foods

PepsiCo AMEA

Quaker Foods North America

Total

Source:

PepsiCo Foods

different types of products. Here division of operation profit is given

below.

From the Table No. 3.16 shown that, the profit which was earned

by the Various companies . Here is some percentage of it. It is

Lay North America operating profit was 36%, after that PepsiCo

Americas Beverages Operating profit was 26%, PepsiCo Europe

0%10%20%30%40%50%60%70%80%90%

100%

36%

140

Table No. 3.16

Division Operating Profit

Profit %

Frito Lay North America 36%

PepsiCo Americas Beverages 26%

PepsiCo Europe 12%

Latin America Foods 11%

PepsiCo AMEA 9%

Quaker Foods North America 6%

Total 100%


PepsiCo Foods and Beverages Profits are divided between the



by the Various companies . Here is some percentage of it. It is



36% 26%12% 11% 9% 6%

100%

Profit %

Profit %

and Beverages Profits are divided between the



by the Various companies . Here is some percentage of it. It is like a Frito



Profit %

141

operating profit 12%, and Latin America Foods profit was 141%, Lastly

PepsiCo AMEA operating profit was 9%, and operating profit was

Quaker Foods North America 6%.

Table No. 3.17

USA and Outside U.S.A. percentage of Profit of PepsiCo

Sr. No. Particular Percentage

1. USA 51%

2. OUT SIDE USA 49%

Total 100


USA and out side of USA percentage of PepsiCo soft drink is

showing in this table. PepsiCo soft drinks are most popular soft drinks in

USA and outside of USA. So the profit of PepsiCo is divided into USA

and outside of USA.

From the above Table No. 3.17 is Clearing that , the Consumption

of soft drinks of PepsiCo in USA is highest than outside of USA Means

the Profit of PepsiCo . In USA was 51%, of PepsiCo soft drinks and

followed by remaining part of other countries profit of PepsiCo soft

drinks was 49%.

51%

49%

100%

US

OUT SIDE US

TOTAL

PepsiCo , Inc. and Subsidiaries

Summary of Operations

Net Revenue

Core total operating profit

Core earnings per share

attributable to PepsiCo

Free cash flow,

certain items

Capital spending

Common share repurchases

Dividends paid

Source:

From the Table No 3.18 it is shown than, the

PepsiCo Inc. Net revenue in 2014 was $66.683 and in 2013

there was no more change. Followed by Core total operating profit in the

year 2014 was $10.313, and (2013 was $10.061, then Core earnings per

share attributable to Pe

$0.00 $2.00 $4.00 $6.00 $8.00

$10.00 $12.00 $14.00 $16.00 $18.00

$4.63

$4.37 6%

142

Table No. 3.18

PepsiCo , Inc. and Subsidiaries

Summary of Operations 2014 2013 %

Changes

$66.683 $66.415

Core total operating profit $10.313 $10.061 $2.5%

Core earnings per share

attributable to PepsiCo

$4.63 $4.37 6%

Free cash flow, excluding $8.259 $8.162 1%

Capital spending $2.859 $2.795 2%

Common share repurchases $5.012 $3.001 67%

$3.730 $3.434 9%


From the Table No 3.18 it is shown than, the subsidiaries of

PepsiCo Inc. Net revenue in 2014 was $66.683 and in 2013 was $66.415


was $10.313, and (2013 was $10.061, then Core earnings per

share attributable to PepsiCo in 2014 was $4.63 in 2013, was $4.37

$4.63 $8.26

$2.86 $5.01 $3.73

$4.37

$8.16

$2.80 $3.00

$3.43

6%

1%

2%

67%9%

% Changes -

2013 $66.42 $10.06

2014 $66.68 $10.31

Changes

-%

$2.5%

subsidiaries of

was $66.415


was $10.313, and (2013 was $10.061, then Core earnings per

psiCo in 2014 was $4.63 in 2013, was $4.37

-% $2.5%

2013 $66.42 $10.06

2014 $66.68 $10.31

143

there was 6% changes, then Free cash flow, excluding certain items in

2014, was $8.259 and 2013 was $8.162 there was 1% changes, and

Capital spending for the year 2014 was $2.859 and 2013 was $2.795

there was change 2%, and Common share repurchases in 2014 , was

$5.12 and 2013 was $3.001 there was 67%,change and lastly

Dividends paid for the year 2014 , $3.730 and 2013 $3.434 there was

9% change.

Table No. 3.19

Top 15 Soft Drinks Brand Value & Brand Contribution in Indian Market.

Sr. No

Product Brand Value 2014 $M

Brand Contribution

Brand Value % Change 2014 Vs 2013

1. Coca-Cola 67,712 5 5%

2. Diet Coke 12,972 3 -5%

3. Red Bull 10,873 4 3%

4. Pepsi 9,318 3 -5%

5. Nescafe 6,676 4 18%

6. Tropicana 5,178 4 8%

7. Nespreswso 4,970 4 11%

8. Fanta 4,879 2 23%

9. Sprite 4,545 3 10%

10 Gatorade 4,115 3 10%

11. Minute Maid 2,483 3 8%

12. Mountain

Dew

2,331 3 -7%

13. Diet Pepsi 2,158 3 -3%

14. Dr. Pepper 2,115 3 -5%

15 Aquafina 1,778 2 New

Source:- Valuations include data from Brandz and Bloomberg ( 2013-14)

144

From the above Table No.3.19 found that, different 15 Soft drink

Products brand values are given but the brand contribution measures

influences of brand above on earning on a scale of 1 to 5 . and the

highest brand value is Five (5) of Coca-Cola.

Table No. 3.20

District wise Market share of soft drinks in Marathwada Region.

Sr.

No

District Respondents Percentage

1. Aurangabad 492 49.2

2. Jalna 65 6.5

3. Beed 53 5.3

4. Parbhani 56 5.6

5. Hingoli 41 4.1

6. Osmanabad 43 4.3

7. Latur 103 10.3

8. Nanded 147 14.7

Total 1000 100

Source : Field Survey (2013-14)

From the Table No. 3.20 Found that , District wise Soft drink

analysis of Marathwada Region is doing on the basis of respondents

view, here 492 respondents gave highest preference to the Capital of

Marathwada region Aurangabad (49.2%), followed by 147 respondents

gave preference to Nanded district (14.7%), then 103 respondents

preferred to Latur district (10.3%), and 65 respondents gave preference

to Jalna district (6.5%), then 56 respondents preferred Parbhani (5.6%),

145

and 43 respondents preferred to Osmanabad (4.3%), lastly 41

respondents gave preference to Hingoli district (4.1%).

Finally , it is Clear that in Marathwada region Aurangabad is the

most preferred market share of soft drinks.

Concluding Remark

Overall Pepsi is playing vital role in rural as well as urban India. In

overall Pepsi is having highest market share by Mirinda and slice. 7UP

and in due are also in the customers preference by Acquafina and soda.

Overall Tropicana is having less market share in the market. In USA

Pepsi is playing much dominating roles by other product.

Overall the different Brand’s of soft drinks preferred by the

consumer as per their preference in Marathwada region. It shows that

Pepsi , Mirinda and Aquafina brands are mostly Preferred by the

youngster. Mirinda, Slice, and Aquafina were preferred by the common

man, Ladies , Kids and other soft drinks Preferred by their brand

image , color, and needy preference Mostly those who consume liquor

and youngster.

PepsiCo, Mirinda, Slice , Thums up and 7up were the highest

preferences of market shares invested in Marathwada Region . As per

the Research of Marathwada region it is found that the TV advertisement

is more effective for increased the sale than other media.

PEPSICO is the world largest soft drink company. In India, it is

known by PEPSICO INDIA, India is biggest market all over the world

146

because of its hottest weather during Feb-June, Festive season during

Sep-Dec, Indian Economy is leading economy all over the world and

India is one of the largest countries in world, demanding by the

company’s products.

According to the survey of Marathwada Region Most of the

customers are used Pepsi soft drinks in summer vacation. In the month of

March to June the whether of Marathwada region is very hot.

Aurangabad is the capital of Marathwada region. Aurangabad is famous

in the world for Ajanta and Ellora caves . So Many Tourist are came here

for visit to Aurangabad.

So, Pepsi soft drinks and coca-cola, Thums Up, Mirinda, Maaza,

Sprite, etc. are largest selling in this season

147

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Documents

Chapter – III Performance Of Soft Drink Multinational ...shodhganga.inflibnet.ac.in/bitstream/10603/74748/10/10_chapter3.pdf · Performance Of Soft Drink Multinational Companies