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SUBMITTED TO : __________________ 

PROJECT: PERPOSAL RESEARCH

TITLE: PAKISTAB BEVERAGES LTD PEPSI COLA

D-113 S.I.T.E KARACHI

FROM:

MOHAMMAD KASHIF

MBA EVEVING

SPRING 2009

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ACKNOWLEDGMENT

First I thank my teachers for their continuous support in the MBA programme. He

taught me how to ask questions and express my ideas. He showed me different ways

to approach a research problem and the need to be persistent to accomplish any goal.

A special thanks goes to SIR TARIQ HASSAN who is most responsible for helping

me complete the writing of this dissertation as well as the challenging research project

Without his encouragement and constant guidance I could not have finished this

 project. He was always there to meet and to ask me good questions to help me think 

through my problems.

I would like to thank the rest of people they help out me during this project.

Last, but not least, I thank my family my parents for giving me life in the first place,

for educating me for unconditional support and encouragement to pursue my interests.

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TABLE OF CONTENT

 

PAGE NOTOPICS.NO

1PROJECT TITLE1

2ACKNOWLEDGMENT2

3TABLE OF CONTENT3

4EXECUTIVE SUMMARY4

5INTRODUCTION OF ORGANIZATION5

INGREDIANTS6

6MISSION STATEMENT, VISION STATEMENT7

6MANAGEMENT LEVEL PLANNING8

7FINDINGS & OVER ALL MAREKET SHARE9

8MARKET DESCRIPTION,COMPETITIVE REVIEW109DISTRIBUTION11

9ASSESTENT OF DISTRIBUTOR CAPABILITY12

9PEPSI CARRER &MARKEWT RESEARCH13

9FACTORS IN FLUCING CONSUMER CHOICE14

9BUDGETING AND CONTROLLING15

10APPENDIX & BIBLIOGRAPHY (SWOT ANALYSIS(16

11COMPARAPSION B/W INDUSTRIAL GROWTH17

11MARKET SHARE OF PRODUCT18

11PRODUCT LIFE CYCLE, POSITIONING,19

11PRICING STRATEGY20

11BRANDING, PACKAGING: PRODUCT STRATEGY,21

12CONCLUSION22

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TABLE OF CONTENT

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The history of Pepsi cola starts from a drug store of North carolena.The owner of 

that store was Doke Breadhim made drink which was name Breadhim drink by

customers.In 1903 Breadhim got registered that drink with the name of Pepsi

Cola. In 1909 above to 50 bottlers in 24 American states got the sales license of 

Pepsi Cola. In 1933 Pepsi Cola introduced a new bottle of 12 ounces.

in 1950 the Pepsi Cola made a change in the formula of Pepsi Cola and decrease

the sweetness and calories of the drink.

  M/s PAKISTAN BEVERAGES LIMITED was established on 14th August 1950.

It was first Pakistani company to start the manufacture of local registered and

formulated soft drink brand PAKOLA.

In 1958 the shape of the bottle was changed & new attractive bottle was

named MIRINDA and TEEM. 2 new flavors were also introduced. Today Pepsi Cola Is available to more than 1 billion People in 153 countries of 

World.

In 1979 Pepsi Cola International offered the Pepsi franchise to Pakistan

Beverages Limited within five years of acquiring the Pepsi franchise Pakistan

Beverages limited succeeded in becoming the leader in soft drink in Karachi

And later in Hyderabad.

Pakistan Beverages Limited today is one of the most well equipped and well

managed Pepsi cola bottling plant in its network of 10 plants in Pakistan.

Under the dynamic leadership of its CEO/MD Mr. Yasin H. Kassam who is

assisted by his younger brother Mr .Siraj Kassam Teli and his son Mr.Zaid Yasin

together with a team of experienced and loyal professionals, the company has

made remarkable progress in every sphere of beverage business that is sale, back up

service to the market , consumer, quality control. Innovation expansion such as

addition of state of art canning plant , beside the existing bottling plant , building

up of strong customer/ consumer and company relationship etc.

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EXECUTIVE SUMMARY

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Pakistan Beverages Limited has received in the past Quality award as well as award

of achieving of sales target given by Pepsi cola international New York.

Today it has four bottling lines and one canning line producing 330 ml cans in

various brand flavours.

It has also been certified for ISO 9001/2000 & HACCP. 

Pakistan Beverages Limited started bottle drinking water under brand AQUAFINA

Which produced in Karachi. Through its subsidiary company M/s Yasir Fruit Juice

Ltd it manufacturing juice under the brand name of Tropicana.

Pakistan Beverages Limited acquired a DAIRY plant which is known as Pakola

Products Limited on super high way. This plant is producing plain milk and

flavoured milkin many flavours.

The plant also producing two international brand juices that is Mango Twister,

Apple Leech

 INTRODUCTION OF ORGANIZATION

Type Cola

Manufacturer Pakistan Beverages Limited

Country Of Origin United state

Introduced In 1950 (Pakola brand)

1979 (Pepsi)

Related Products Pepsi, Miranda, 7up, Mountain Dew, Pepsi Max, 7up Free,

Tropicana Juice, Pakola Milk & Aquafina mineral water 

 

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INGREDIANTS:

Amount per 100 ml

Energy 100.5 kj

Fat 00 g

Sodium 0.98 mgCarbohydrates 11.47 gm

Sugar 11.04 gm

Protein 00 gm

Caffeine 10 gm

MISSION STATEMENT

To be the world premier consumer products company focused on convenient foods &

Beverages. We seek to produce healthy financial rewards to investors as we provide

opportunities for growth & enrichment to our employees, our business partners and

the communities in which we operate and in every thing we do, we strive for honesty,

fairness & integrity.

VISION STATMENT

To provide consumer their favorite soft drinks in best quality and flavor 

• MANAGEMENT LEVEL PLANNING:

Company involves every level of management in planning, analyzing different

situations .The planning of the company reflecting of the weltine.

 

PLANNING APPROACHES :

Both centralized and decentralized approaches of planning are used analyzing

different situation

STEPS OF PLANNING

Company follows three steps of planning.

1Settling goals

2develop action plan3 performances Review

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Pepsi has become has the largest selling soft drink in the world and it is liked by

 people of all ages belonging to different fields of life belonging to different cast ,

religions.

COMPETITIVE REVIEW:

The competitors to the products of the company mainly lie in the non alcoholic

 beverages industry consisting of juices & soft drinks. The key competitors of the

company ae as follows

  Coca Cola challenge to keep up with archival; the Pepsi

company never ends for the world's # 2 carbonated soft drink.

Pepsi co & coca cola hold together, a market share of 95% out of which 60.8% is held by coca cola and the rest belongs to Pepsi.

   Nestle does not give that tough a competition to Pepsi as it

mainly deals with milk products, baby foods and chocolates but the iced tea that is

 Nestea which has been introduced into the market and it one o the closest substitute

to the colas as it as a thirst quench and it is healthier as compare to fizz drink.

Red Bull in Pakistan -is one of the most trusted brands as it has

introduced energy drink these product give a strong competition to Maaza.

DISTRIBUTION:

Distribution channels focus on making the products available in the adequate 

quantities at place s where customers are normally expected to shop for them to

satisfy their needs. 

Depending on the nature of the product markting management decide to put into place

an exclusive, selective or intensive network of distribution, while selecting the

appropriate dealers or wholesaler.

DIRECT DISTRIBUTION:

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• Delivery of post mix and handling of key accounts are different whole

seller, restaurant, and hotel like pizza hut, KFE, metro, which serve as places

for key sale.

•

Export partiesIN DIRECT DISTRIBUTION :

• Through base market distributor 

• Through out station distributor.

ASSESTENT OF DISTRIBUTOR CAPABILITY:

• Applicant must have 20 to 25 vehicles depending on the area.

• Applicant must have 20,000 of empty bottles cases.

• Applicant must deposit Rs. 1,000,000 as a security.

PEPSI CARRER:

Pepsi sales are next to double in the summer months and to it early fall. this increase

teamed with the heat of summer can wear a drive down.

How ewer after being on the route for a summary you learn to take care of your self.

MARKEWT RESEARCH:

Pepsi through market research has addressed all three types of research to define the

 problem raised by shareholders and gathered information to serve their needs.FACTORS IN FLUCING CONSUMER CHOICE:

Factors that influence consumer choice such as physiological factors, socio culture

factors, economic factors and government factors now Pepsi try to satisfy the

consumers against these factors by introducing diet Pepsi, diet 7up and different

 packing size for low budget people.

BUDGETING AND CONTROLLING:

Monitoring and controlling allows the business to check for variance in the budget

and actual. This is important because it allow Pepsi to take the necessary actions to

meet the marketing objectives. There are three tools Pepsi is used to monitor the

marketing plan these are following.

1: SALES ANALYSIS: it breaks down total business sales by market segment to

identify strength and week ness in the different areas of sales. Sellers of Pepsi

 products vary from major retail super market to small corner stores. This gives the

 products maximum exposure to the consumer at their convenience.

2: MARKET SHARE ANALYSIS:

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Pepsi looks to increase its market share by over 60% with the changes.

Pepsi is currently undergoing, the aim to regain an iron fist control of the market

The target market are various age groups and life style from high school students too

universities, and male or female.

3: MARKETING PROFITABILITY ANALYSIS:

There are three ratios to monitor marketing profitability

• Market research to sales,

• Advertising to sales

• Sales representatives to sale.

APPENDIX & BIBLIOGRAPHY (SWOT ANALYSIS)

•

STRENGTH:Pepsi has been a complex part of world culture for a very long time.

  The products image is loaded with over romanticizing, and this is an image

many people have taken deeply.

The Pepsi image displayed on T shirts, hats, etc.additionaly,

Pepsi's bottling system is one of their greatest Strength.

• WEAKNESS:

Pepsi has side effect on the teeth which as an issue for health care.It also has got sugar by which continuous drinking of Pepsi may cause health

 problem.

Being addicted to Pepsi also is a health problem, because drinking of Pepsi

daily has an effect on your body after few years.

OPPORTUNITIES:

Brand recognition is the significant factor effecting Pepsi competitive position.

Pepsi's brand name is well known throughout 94% of the world today.

Packaging changes have also effected sales and industry positioning , but in

the system also allows the company to take advantage of infinite growth

opportunities around the country.

THREATS: The threat of new viable competitors in the carbonated soft drink 

industry is not very sustainable.

The threat of substitute however is a very real threat.

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Consumer buying power also represent a key threat in the industry

furthermore consumer can easily switch of to other beverages with little cost

or consequence.

COMPARAPSION B/W INDUSTRIAL GROWTH & MARKET SHARE OF

PRODUCTS:

DogsQuestion MarksCash CowsStars

Team

AquafinaMirandaPepsi

Tropicana twister 

 juice

TropicanaMountain Dew

PRODUCT LIFE CYCLE:

The standard product life cycle tends to have five phases:

1-Development 2-Introduction,

3-Growth, 4-Maturity, 5- Decline,

Pepsi is currently in Maturity Stage, which is evidenced primarily by the fact that

they have a large, loyal group of stable customer.

POSITIONING:

Pepsi has been positioned based on the process of positioning by direct

comparison and have positioned their products to benefit their target market.

BRANDING:

Pepsi utilized the individual brand strategy as Pepsi major products are given their 

own brands names for examples Miranda, 7up, Pepsi etc although they may be

 presented as different lines they operate under the name of Pepsi.

 PACKAGING:

Pepsi has benefited from packaging the product with incentives and endorsement

on the labeling as a promotional strategy to increase its volume of ales and

revenue.

PRODUCT STRATEGY:

Core benefit: A drink for refreshment without alcohol

Brand name; Pepsi

Quality level: Excellent

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Design and packaging: Regular 250 ml, Disposable 500ml, Can 330 ml, Regular 

1 liter, Dispersible 1500 ml, and jumbo 2.5 liter 

Feature: black color.

PRICING STRATEGY:

The company has offered Pepsi in different quantities and prices in our market its

market oriented statement is DARE FOR MORE

QUANTITY PRICES

Regular 250 ml 15Rs

Disposable 300ml 20Rs

Can 330 ml 25Rs

Disposable 500ml 25Rs

Regular 1 liter 30Rs

Disposible 1500 ml 65Rs

 jumbo 2.5 lite7 75Rs

CONCLUSION:

• Pepsi is top of the list beverage market.

• Pepsi has acquired 70%in sales as compare to other competitors.

• Pepsi is ISO 9001:2000 & also HACCP certified company.

• Pepsi is one of the franchises & last year Pepsi get award brand of the

year 

• They provide healthy financial rewards to investors as they provide

• Opportunities for growth and enrichment to their employees, their 

 business Partners and communities in which operate.

• Pepsi give attractive offers to customer and give first priority to

customer and their workers are satisfied with the policies and benefits of the

company

• Quality of Pepsi is one of the best drinks in all over the world

• Its distribution network is very good they distribute their products in all

over the world, even in ever city of Pakistan Pepsi is available.

• Pepsi is available one billion people in 153 countries that’s y every one

says

DIL HY TO MANGO AUR 

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