Upload
devendra-singh
View
229
Download
0
Embed Size (px)
Citation preview
8/7/2019 MARKETING AND BRANDING STRATEGIES
1/43
1
Prepared by Devendra Kumar Singh sec-C 20
MARKETING AND BRANDING STRATEGIES
OF
PEPSI
IN
INDIA
Submitted To:
Sayanti Banerjee
New Delhi Institution of Management
New Delhi
Submitted By:
DEVENDRA KUMAR SINGH
C-20
MBA 2009-11
8/7/2019 MARKETING AND BRANDING STRATEGIES
2/43
2
Prepared by Devendra Kumar Singh sec-C 20
UNDETAKING
I here by declare that theresearchworkon The Marketi ngand Branding
Strategy of PEPSICO is doneoriginally by me. The data used in thereport is
obtained directly from thefindingsfrom the Questionnaire. Theresearchwork
isexempted from any piracy and plagiarism and the datacollection,analysis
and preparationofthereport isnoveland original.
DEVENDRA KUMAR SINGH
M.B.A
2009-2011
8/7/2019 MARKETING AND BRANDING STRATEGIES
3/43
3
Prepared by Devendra Kumar Singh sec-C 20
ACKNOWLEDGEMENT
I express my heartfelt gratitude toseveralpeoplefor their direct and indirect
assistancein thesuccessfulcompletionofmy project. It iswith thegreat
pleasure,privilegeand humbleness that I express my sincerest gratitude toall
thepeoplewho, despiteoftheir busy schedule,havehappily rendered me
valuablehelpand guidance.
My specialand sincere thanks to my seniorswhoguided meat
every stepoftheresearchwork. It wasfrom theirregularassistance that Im
able toget all the dataand findingsfor theproject.
Im in-debited toSayanti Banerjee, my guidewho directed me towork
at different stagesoftheproject and learningabout AnalysisofOptionsin
Indian Market that helped alot infurnishing my knowledgeoftheconcerned
topic.
Without theseextended supportsand co-operation, theproject
wouldnt have been thesame.
8/7/2019 MARKETING AND BRANDING STRATEGIES
4/43
4
Prepared by Devendra Kumar Singh sec-C 20
Content of Table
S.No. Title Page No.
I. Synopsis 5
II. Objective of the Research study 7
III. Introduction 9
IV. Research Methodology 11
V. Company Profile 13
VI. Marketing Strategy 25
VII. Branding Strategy of PEPSICO in India 34
VIII. Data Analysis & Findings 49
IX. Limitations 63
X. Recommendations & Conclusion 65
XI. Annexure 68
XII. Bibliography 70
8/7/2019 MARKETING AND BRANDING STRATEGIES
5/43
5
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
6/43
6
Prepared by Devendra Kumar Singh sec-C 20
SYNOPSIS
TITLE :MARKETING& BRANDING STRATEGIES
OF PEPSICOININDIA
NAME OF COMPANY :PEPSICO(INDIA)
SPECIFIC OBJECTIVES :
y
. To find out the marketing strategy of PEPSICO
y The quality prevailing in PEPSICO
y To find out the quality of PEPSICO in various areas and find out the
deficiency.
y The product quality of other players.
y To study the factors determining the choice of branding strategy in
market.
RESEARCH METHODOLOGY :
A)Primary data
1. Interaction with people in day to day life.
2. Data collected on the basis of questionnaire.
B)Secondary data
1.Newspapers
2. Relevant information form Website of PEPSICO
3. Other Websites.
8/7/2019 MARKETING AND BRANDING STRATEGIES
7/43
7
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
8/43
8
Prepared by Devendra Kumar Singh sec-C 20
Objectives:
y To find out the marketing strategy of PEPSICO
y The product quality prevailing in PEPSICO
y To find out the product quality of PEPSICO in various areas and
find out the deficiency.
y The product quality of other players.
y To study the factors determining the choice of branding strategy in
market.
8/7/2019 MARKETING AND BRANDING STRATEGIES
9/43
9
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
10/43
10
Prepared by Devendra Kumar Singh sec-C 20
INTRODUCTION
PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American
multinational
corporation headquartered in Purchase, New York, with interests in
manufacturing and marketing a wide variety of carbonated and non -carbonated
beverages, as well as salty, sweet and cereal -based snacks, and other foods.
Besides the Pepsi brands, the company owns the brands Quaker Oats,Gatorade,
Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and
7 Up(outside the USA).
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since2006.
During her time, healthier snacks have been marketed and the company is
striving for a net-zero impact on the environment.[3]
This focus on healthier
foods and lifestyles is part of Nooyi's "Performance With Purpose"
philosophy
Today, beverage distribution and bottling is undertaken primarily by
associated companies such as The Pepsi Bottling Group (NYSE: PBG) and
Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company
8/7/2019 MARKETING AND BRANDING STRATEGIES
11/43
11
Prepared by Devendra Kumar Singh sec-C 20
Research Methodology
8/7/2019 MARKETING AND BRANDING STRATEGIES
12/43
12
Prepared by Devendra Kumar Singh sec-C 20
Collection Method:
A)Primary Data
B)Secondary Data
C)Primary data
3. Interaction with people in day to day life.
4. Data collected on the basis of questionnaire.
D)Secondary data
4. Business Magazines
5.Newspapers
6. Relevant information form Website of Mc Donalds
7. Other Websites.
8/7/2019 MARKETING AND BRANDING STRATEGIES
13/43
13
Prepared by Devendra Kumar Singh sec-C 20
COMPANY PROFILE
8/7/2019 MARKETING AND BRANDING STRATEGIES
14/43
14
Prepared b
evendra
u
arS
ngh sec-C20
Hi
Headquartered i Purchase, New York, with Research and Development
Headquarters in Valhalla, The PepsiCola Company began in 1898 by a NC
Pharmacist and IndustrialistCaleb Bradham, butit only became known as
PepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC,
Pi a Hut, and Taco Bell, butthese fast food restaurants were spun offinto
Tricon GlobalRestaurants, now Yum! Brands, Inc. PepsiCo purchased
Tropicana in 1998, and Quaker Oats in 2001. In December 2005, PepsiCo
surpassed Coca-Cola Company in market value forthe firsttime in 112 years
since both companies began to compete. [2]
Pepsi-Cola Venezuela
Current members ofthe board of directors of PepsiCo are Indra NooyiC.E.O.,
Robert E. Allen, Dina Dublon, Victor Dzau, Ray Lee Hunt, Alberto Ibargen,
ArthurMartinez, Steven Reinemund, Sharon Rockefeller, James Schiro,
Franklin Thomas, Cynthia Trudell, and River King.
On October 1, 2006, formerChief Financial Officer and President Indra Nooyireplaced Steve Reinemund as chief executive officer. Nooyi remains the
corporation's president, and became Chairman ofthe Board in May 2007.Mike
White is the President of Pepsi-Co International Division.
8/7/2019 MARKETING AND BRANDING STRATEGIES
15/43
15
Prepared by Devendra Kumar Singh sec-C 20
PEPSICO IN INDIA
PepsiCo gained entry to India in 1988 by creating a joint venture with the
8/7/2019 MARKETING AND BRANDING STRATEGIES
16/43
16
Prepared by Devendra Kumar Singh sec-C 20
Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and
Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until
1991, when the use of foreign brands was allowed; PepsiCo bought out its
partners and ended the joint venture in 1994.[9]
Others claim that firstly Pep
si was banned from import in India, in 1970, for having refused to release the
list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the
market shortly afterwards. These controversies are a reminder of "India's
sometimes acrimonious relationship with huge multinational companies."
Indeed, some argue that PepsiCo and The Coca-Cola Company have "been
major targets in part because they are well -known foreign companies that draw
plenty of attention."[10]
In 2003, the Centre for Science and Environment (CSE), a non-governmental
organization in New Delhi, said aerated waters produced by soft drinks
manufacturers in India, including multinational giants PepsiCo and The C
oca-Cola Company, contained toxins, including lindane, DDT, malathion and
chlorpyrifos pesticides that can contribute to cancer, a breakdown of the
immune system and cause birth defects. Tested products included Coke, Pepsi,
7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-
produced Pepsi's soft drink products had 36 times the level of pesticide residues
permitted under European Union regulations; Coca Cola's 30 times.[11]
CSE said
it had tested the same products in the US and found no such residues. However,
this was the European standard for water, not for other drinks. No law bans the
8/7/2019 MARKETING AND BRANDING STRATEGIES
17/43
17
Prepared by Devendra Kumar Singh sec-C 20
presence of pesticides in drinks in India.
The Coca-Cola Company and PepsiCo angrily denied allegations that their
products manufactured in India contained toxin levels far above the norms
permitted in the developed world. But an Indian parliamentary committee, in
2004, backed up CSE's findings and a government -appointed committee, is now
trying to develop the world's first pesticides standards for soft drinks. Coke and
PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect
minute traces of pesticides in complex drinks.
As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market
share of soft-drink sales in India.[12]
PepsiCo has also been accused by the
Puthussery panchayat in the Palakkad district in Kerala, India, of practicing
"water piracy" due to its role in exploitation of ground water resources resulting
in scarcity of drinking water for the panchayat's residents, who have been
pressuring the government to close down the PepsiCo unit in the village.[13]
In 2006, the CSE again found that soda drinks, including both Pepsi and Coca -
Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-
Cola Company maintain that their drinks are safe for consumption and have
published newspaper advertisements that say pesticide levels in their products
are less than those in other foods such as tea, fruit and dairy products.[14]
In the
8/7/2019 MARKETING AND BRANDING STRATEGIES
18/43
18
Prepared by Devendra Kumar Singh sec-C 20
Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft
drinks, was banned by the state government in 2006,[15]
but this was reversed by
the Kerala High Court merely a month later.[16]
Five other Indian states have
announced partial bans on the drinks in schools, colleges and hospitals.[17]
Soft drinks market in India
India is one of the top five markets in terms of growth of the soft drinks market
. The per capita consumption of soft drinks in the country is estimated to be
around 6 bottles per annum in the year 2003. It is very low compared to the
corresponding figures in US (600+ bottles per annum). But being one of the
fastest growing markets and by the sheer volumes, Indi a is a promising market
for soft drinks.
The major players in the soft drinks market in India are PepsiCo and Coca -Cola
Co, like elsewhere in the world. Coca-Cola acquired a number of local brands
like Limca, Gold Spot and Thums Up when it entered Indian market for the
second time. Pepsi Cos soft drink portfolio also consists of Miranda and 7Up
along with Pepsi. The market share of each of the company is more or less the
same, though there is a conflict in the estimates quoted by different sources[18]
The major ingredient in a soft drink is water. It constitutes close to 90% of the
soft drink content. Added to this, the drink also contains sweeteners, Carbon
dioxide, Citric Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other
emulsifying agents, etc. [18]
8/7/2019 MARKETING AND BRANDING STRATEGIES
19/43
19
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
20/43
20
Prepared by Devendra Kumar Singh sec-C 20
STRATEGY OF PEPSICO IN INDIA
: With the swinging fortunes of cricket stars, PepsiCo India is gearing up to
8/7/2019 MARKETING AND BRANDING STRATEGIES
21/43
21
Prepared by Devendra Kumar Singh sec-C 20
launch a brand new advertising campaign for Pepsi with out any star endorse
rs. Currently, PepsiCo India has twelve star endorsers from Bollywood and the
Indian cricket team.
Pepsis new campaign will be a consumercentric advertising campaign
without any celebrities, informed industry sources. Celebrities may come and
go but brands are forever, seems to be PepsiCos new motto.
Incidentally, PepsiCo has not yet renewed Sachin Tendulkars contract which
expired in May this year. According to industry sources, PepsiCo is now
shifting its marketing focus to MS Dhoni, the highest paid IPL player. The
company will bring in MS Dhoni to the centre space from side lines. Of course,
PepsiCo will make Dhoni wear some decent clothes to erase his Lungi -clad
image, said Prahlad Kakar, a leading ad film maker in Mumbai. Remember
Pepsi ads featuring Dhoni, captain of the Chennai Super Kings team?
Enthused by the response to Dhonis Mind it ads, the company will now
project Dhoni as its brand icon in the next few months, predict i ndustry
analysts. Young cine stars Deepika Padukone and Ranbir Kapoor now star in
Pepsi Youngistan campaign. Very soon, we may see Dhoni sharing the screen
space with Shar Rukh Khan in Pepsi ads, added analysts.When contacted by
FE, PepsiCo India declined to comment on its advertising plans.
On PepsiCos shift in strategy, Ramesh Narayan, veteran advertising
professional based in Mumbai said: I think every brand needs to keep in mind
its profile. And Pepsi has always stood for the youth. I do not think it is any
8/7/2019 MARKETING AND BRANDING STRATEGIES
22/43
22
Prepared by Devendra Kumar Singh sec-C 20
comment on Tendulkar as a player but they need to refresh their stable of sports
person with younger people. In sync with its new strategy, PepsiCo has roped
in Ishant Sharma and Rohit Sharma to feature in its Yeh hai Youngistan Meri
Jaan-dumping cricket stars Dravid and Ganguly.
8/7/2019 MARKETING AND BRANDING STRATEGIES
23/43
23
Prepared by Devendra Kumar Singh sec-C 20
Seven Ps Of Marketing
8/7/2019 MARKETING AND BRANDING STRATEGIES
24/43
24
Prepared by Devendra Kumar Singh sec-C 20
Product:
It is theofferingofacompany in the market whichisprimarily for
Use
Consumption
Further Processing.
A serviceoraproduct refers toanactivity oractivities that a marketersoffers
toperform whichresult insatisfactionofaneed orwant ofpredetermined
target customers.
Theproduct can bea
Genericproduct: It is theproduct at basiclevel.
Expected product: It is thecustomers minimum set ofexpectationsfrom
aproduct orservice.
Augmented product: It is the offering in addition to what customer
expects.
Potentialproduct: It is doingevery thingpotentially feasible tohold &
attract customers.
Prices:
Thesecond P in theformulaisprice. Develop thehabit ofcontinually
examiningand reexamining thepricesoftheproductsand services you sell to
makesure they'restillappropriate to therealitiesofthecurrent market.
Sometimes you need tolower yourprices. At other times,it may be
appropriate toraise yourprices. Many companieshavefound that the
profitability ofcertainproductsorservices doesn'tjustify theamount ofeffort
and resources that gointoproducing them. By raising theirprices, they may
8/7/2019 MARKETING AND BRANDING STRATEGIES
25/43
25
Prepared by Devendra Kumar Singh sec-C 20
loseapercentageoftheircustomers, but theremainingpercentagegenerates
aprofit onevery sale. Could this beappropriatefor you?
Sometimes you need tochange your termsand conditionsofsale. Sometimes,
by spreading yourpriceoveraseriesofmonthsor years, you cansellfar more
than you are today,and theinterest you canchargewill more than make up
for the delay incashreceipts. Sometimes you cancombineproductsand
services togetherwithspecialoffersand specialpromotions. Sometimes you
canincludefreeadditionalitems that cost you very little toproduce but make
yourpricesappearfar moreattractive to yourcustomers.
In business,asinnature,whenever you experienceresistanceorfrustrationin
any part ofyoursalesor marketingactivities, beopen torevisiting that area.
Beopen to thepossibility that yourcurrent pricingstructureisnot idealfor the
current market. Beopen to theneed torevise yourprices,ifnecessary, to
remaincompetitive, tosurviveand thriveinafast-changing marketplace.
Promotion
The third habit in marketingand salesis to thinkin termsofpromotionall the
time. Promotionincludesall theways you tell yourcustomersabout your
productsorservicesand how you then market and sell to them.
Smallchangesin theway you promoteand sell yourproductscanlead to
dramaticchangesin yourresults. Evensmallchangesin youradvertisingcan
lead immediately tohighersales. Experienced copywriterscanoftenincrease
theresponseratefrom advertising by 500 percent by simply changing the
headlineonanadvertisement.
Largeand smallcompaniesinevery industry continually experiment with
different waysofadvertising,promoting,and selling theirproductsand
8/7/2019 MARKETING AND BRANDING STRATEGIES
26/43
26
Prepared by Devendra Kumar Singh sec-C 20
services. And hereis therule: Whatever method ofmarketingand sales you're
using today will,soonerorlater,stopworking. Sometimesit willstopworking
forreasons you know,and sometimesit will beforreasons you don't know. In
eithercase, your methodsofmarketingand saleswilleventually stopworking,
and you'llhave to developnewsales, marketingand advertisingapproaches,
offerings,and strategies.
Place
Thefourth P in the marketing mixis theplacewhere yourproduct orserviceis
actually sold. Develop thehabit ofreviewingand reflecting upon theexact
locationwhere thecustomer meets thesalesperson. Sometimesachangein
placecanlead toarapid increaseinsales.
You cansell yourproduct in many differen t places. Somecompanies use direct
selling,sending theirsalespeopleout topersonally meet and talkwith the
prospect. Somesell by telemarketing. Somesell throughcatalogsor mailorder.
Somesellat tradeshowsorinretailestablishments. Somesell injoint ventures
withothersimilarproductsorservices. Somecompanies use manufacturers'
representativesor distributors. Many companies useacombinationofoneor
moreofthese methods.
Ineachcase, theentrepreneur must make theright choiceabout thevery best
locationorplacefor thecustomer toreceiveessential buyinginformationon
theproduct orserviceneeded to makea buying decision. What is yours? In
what way should you changeit? Whereelsecould you offer yourproductsor
services?
Packaging
8/7/2019 MARKETING AND BRANDING STRATEGIES
27/43
27
Prepared by Devendra Kumar Singh sec-C 20
Thefifthelement in the marketing mixis thepackaging. Develop thehabit of
standing backand lookingat every visualelement in thepackagingofyour
product orservice through theeyesofacriticalprospect. Remember,people
form theirfirst impressionabout you within thefirst 30 secondsofseeing you
orsomeelement ofyourcompany. Smallimprovementsin thepackagingor
externalappearanceofyourproduct orservicecanoftenlead tocompletely
different reactionsfrom yourcustomers.
Withregard to thepackagingofyourcompany, yourproduct orservice, you
should thinkin termsofeverything that thecustomerseesfrom thefirst
moment ofcontact with yourcompany all theway through thepurchasing
process.
Packagingrefers to theway yourproduct orserviceappearsfrom theoutside.
Packagingalsorefers to yourpeopleand how they dressand groom. It refers
to youroffices, yourwaitingrooms, your brochures, yourcorrespondenceand
every singlevisualelement about yourcompany. Everything counts. Everything
helpsorhurts. Everythingaffects yourcustomer'sconfidenceabout dealing
with you.
When IBM started under theguidanceofThomas J. Watson, Sr.,hevery early
concluded that fully 99 percent ofthevisualcontact acustomerwould have
withhiscompany,at least initially,would berepresented by IBM salespeople.
Because IBM wassellingrelatively sophisticated high -techequipment, Watson
knewcustomerswould have tohaveahighlevelofconfidencein the
credibility ofthesalesperson.He thereforeinstituted a dressand grooming
code that becameaninflexibleset ofrulesand regulationswithin IBM.
Asaresult,every salespersonwasrequired tolooklikeaprofessionalinevery
respect. Every element oftheirclothing-including darksuits, dark ties,white
8/7/2019 MARKETING AND BRANDING STRATEGIES
28/43
28
Prepared by Devendra Kumar Singh sec-C 20
shirts,conservativehairstyles,shined shoes,cleanfingernails -and every other
featuregaveoffthe messageofprofessionalism and competence. Oneofthe
highest complimentsapersoncould receivewas, "You looklikesomeonefrom
IBM."
Positioning
Thenext P ispositioning.You should develop thehabit ofthinkingcontinually
about how you arepositioned in theheartsand mindsofyourcustomers.How
dopeople thinkand talkabout you when you'renot present? How dopeople
thinkand talkabout yourcompany? What positioning do you havein your
market,in termsofthespecificwordspeople usewhen they describe you and
yourofferings toothers?
In thefamous book by Al Reisand Jack Trout, Positioning, theauthorspoint
out that how you areseenand thought about by yourcustomersis thecritical
determinant ofyoursuccessinacompetitive marketplace. Attribution theory
says that most customers thinkofyou in termsofasingleattribute,either
positiveornegative. Sometimesit's "service." Sometimesit's "excellence."
Sometimesit's "quality engineering," aswith Mercedes Benz. Sometimesit's
"the ultimate driving machine," aswith BMW. Inevery case,how deeply
entrenched that attributeisin the mindsofyourcustomersand prospective
customers determineshowreadily they'll buy yourproduct orserviceand how
much they'llpay.
Develop thehabit ofthinkingabout how you could imp rove yourpositioning.
Begin by determining theposition you'd like tohave. Ifyou could create the
idealimpressionin theheartsand mindsofyourcustomers,what would it be?
What would you have to doinevery customerinteraction toget your
customers to thinkand talkabout in that specificway? What changes do you
8/7/2019 MARKETING AND BRANDING STRATEGIES
29/43
29
Prepared by Devendra Kumar Singh sec-C 20
need to makein theway interact withcustomers today inorder to beseenas
thevery best choicefor yourcustomersoftomorrow?
People
Thefinal P ofthe marketing mixispeople. Develop thehabit ofthinkingin
termsofthepeopleinsideand outsideofyour businesswhoareresponsible
forevery element ofyoursalesand marketingstrategy and activities.
It'samazinghow many entrepreneursand businesspeoplewillworkextremely
hard to think throughevery element ofthe marketingstrategy and the
marketing mix,and thenpay littleattention to thefact that every single
decisionand policy has to becarried out by aspecificperson,inaspecificway.
Yourability toselect,recruit,hireand retain theproperpeople,with theskills
and abilities to do thejob you need tohave done,is moreimportant than
everythingelseput together.
Inhis best-selling book,Good to Great, Jim Collins discovered the most
important factorapplied by the best companieswas that they first ofall "got
theright peopleon the bus,and thewrongpeopleoffthe bus." Once these
companieshad hired theright people, thesecond stepwas to "get theright
peoplein theright seatson the bus."
To besuccessfulin business, you must develop thehabit ofthinkingin termsof
exactly whoisgoing tocarry out each taskand responsibility. In many cases,
it'snot possible to moveforward until you canattract and put theright person
into theright position. Many ofthe best businessplansever developed sit on
shelves today because the [peoplewhocreated them] could not find thekey
peoplewhocould execute thoseplans
8/7/2019 MARKETING AND BRANDING STRATEGIES
30/43
30
Prepared by Devendra Kumar Singh sec-C 20
SEVEN PS OF PEPSICO
Product: PEPSICO continually reviewand improvequality offerings to make
sure that PEPSICO not only meet theircustomers expectations, but also
exceed them. Asaresult, PEPSICO haveintroduced aseriesofongoingvalue
options toenable theircustomers toappreciate thisaspect ofthe brand even
morestrongly.
Price
PEPSICO pricesitsproductsinsuchaway that avery largecrosssectionofthe
Indianpopulationcanafford it. Pepsi doesnot sacrificequality forvalue
rather Pepsi leverageseconomiesofscale to minimizecostswhile maximising
value tocustomers. Pepsico definitionofvalue is broader than most cold dinks
ofitskind it is more thaneven theprice.
Place:
PEPSICO and itsinternationalsupplierpartnersworked togetherwithlocal
Indian Companies to developproducts that meet Pepsicorigorousquality
standards. Thesestandardsalsostrictly adhere to IndianGovernment
regulationsonfood,healthand hygiene. Part ofthis development involves the
transferofstate-of-the-art food processing technology,whichhasenabled
Indian businesses togrow by improving theirability tocompetein todays
international markets.
Promotion:
Attribute
8/7/2019 MARKETING AND BRANDING STRATEGIES
31/43
31
Prepared by Devendra Kumar Singh sec-C 20
A cleanfast food brand which tastes thesameany where you drink in the
world
Values
Theworld leaderincold drinks.
Culture
The brand representscultureofsocialgatheringforfamiliesand groups.
Personality
Theworld leader, A giant p.
User
Allkindsofconsumers buy Pepsicoproductsirrespectiveofage,sexallover
theworld.
People:
Pepsicoworldwideiswellknownfor thehigh degreeofrespect to thelocal
culture.
Packaging:
8/7/2019 MARKETING AND BRANDING STRATEGIES
32/43
32
Prepared by Devendra Kumar Singh sec-C 20
Pepsico Indiaservesonly thehighest quality products. Pepsico Indiahas
established closerelationshipswithlocalsupplierswhoprovide Pepsicowith
thehighest quality,freshest ingredients to makeitsproducts.
Positioning:
Thevalueinitiativeat Pepsico isall-pervasive. Ourstrategy is toachieve best
value by enhancingexperience (offering best quality),whilekeepingprices
reasonable. Thisapplies toproducts they serve their customersand toevery
otheraspect oftheway theydo business. At Pepsico costsarekept low by
increasingefficiency and cuttingwastageat alllevels. Thisispossible by
advanced operations, management and human behaviourskills tested over
timeinaround 120 countriesacross theworld. It isimportant to understand
that deliveringhighest quality doesnt comeeasily.
8/7/2019 MARKETING AND BRANDING STRATEGIES
33/43
33
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
34/43
34
Prepared by Devendra Kumar Singh sec-C 20
Strengths: one of the leaders in the industryWeaknesses: not diversified offeringsOpportunities: Sponsorship, global presence including building facilities in newmarketsThreats: large and small beverage companies, including bottled water firms
Swot Analysis Of Pepsi Co.
Strength Pepsi has a broader product line and outstanding reputation. Merger of Quaker Oats produced synergy across the board. Record revenues and increasing market share. Lack of capital constraints (availability of large free cash flow).o Great brands, strong distribution, innovative capabilitieso Number one maker of snacks, such as corn chips and potato chips PepsiCo sells three products through the same distribution channel.For example, combining the production capabilities of Pepsi, Gatorade andTropicana is abig opportunity to reduce costs, improve efficiency and smooth out the imp act ofseasonal fluctuations in demand for particular product.Weakness Pepsi hard to inspire vision and direction for large global company. Not all PepsiCo products bear the company name PepsiCo is far away from leader Coca-cola in the international market - demand ishighly elastic.Opportunity Food division should expand internationally Noncarbonated drinks are the fastest-growing part of the industry There are increasing trend toward healthy foods Focus on most important customer trend - "Convenience".Threats
F&B industry is mature Pepsi is blamed for pesticide residues in their products in one of their mostpromisingemerging market e.g in India Over 50 percent of the company's sales come from Frito-Lay; this is a threat if themarket takes a downturn PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods(becauseof broader product line) which are well -run and financially sound competitors. Size of company will demand a varied marketing program; Social, cultural ,economic,political and governmental constrains.
StrategiesThe purpose of the strategy is to increase the EPS by 15% per annum and increasePepsiCo's...
8/7/2019 MARKETING AND BRANDING STRATEGIES
35/43
35
Prepared by Devendra Kumar Singh sec-C 20
8/7/2019 MARKETING AND BRANDING STRATEGIES
36/43
36
Prepared by Devendra Kumar Singh sec-C 20
SAMPLING PLAN
1) Sampling Unit: Who is to be surveyed?
Urban Retailers
2) Sample Size: How many people to be surveyed?
All retailers in the area (of all age groups)
3) Sampling Procedure:
We have taken sample from All over Delhi
Total Number of Shops In The Area - 246
Warm Stock-15543 units
Cold Stock in Refrigerator-6743 units
Total Stock- 22286 Units
Retailers preference (On the basis of the stocks they
have in the shop)
8/7/2019 MARKETING AND BRANDING STRATEGIES
37/43
37
Prepared by Devendra Kumar Singh sec-C 20
Pep i
o
a
ola
Pepsi 65%
Coca-cola 35%
35%
65%
Sign Board on Shop
114 shops has signboards of any company
Pepsi 81% (75 Shops)
Coca-cola 19% (39 shops)
8/7/2019 MARKETING AND BRANDING STRATEGIES
38/43
38
Prepared by Devendra Kumar Singh sec-C 20
sign boa d pepsi
sign boa d o a
ola
Visi Pepsi
Visi o a ola
19%
81%
Refrigerator in Shop-
80 shops has refrigerator
Pepsi-73% (58shops)
Coca-cola-27% (22 Shops)
27%
73%
8/7/2019 MARKETING AND BRANDING STRATEGIES
39/43
39
Prepared by Devendra Kumar Singh sec-C 20
wa o
Pepsi
wa o
o a ola
Warm Stock-
Pepsi-59%(9170 units)
Coca-Cola- 41%(6372 units)
41%
59%
Cold Stock-
Pepsi-55% (3708 units)
Coca-Cola-45% ( 3034 units)
8/7/2019 MARKETING AND BRANDING STRATEGIES
40/43
40
Prepared by Devendra Kumar Singh sec-C 20
Cold ! o " #
PepsiCold
!o
" #
Co " a $ Cola
45%
55%
8/7/2019 MARKETING AND BRANDING STRATEGIES
41/43
41
Prepared by Devendra Kumar Singh sec-C 20
Limitations/ Problems in conducting the survey
Some Retail Owners ( Branch Owner) refuse togiveinformation.
Due tofestivalseason during market survey eve they wasagreat rushand
every onewasinhurry.
Illiteracy amongsomecustomersisreflected asfarasfillingquestionnaireisconcerned.
Lesscooperationfrom thecustomers due to busy modernlife.
Since thesurvey isconducted only on45customers therefore,analysis
cannot be madeaccurately.
8/7/2019 MARKETING AND BRANDING STRATEGIES
42/43
42
Prepared by Devendra Kumar Singh sec-C 20
My Project gives me the true knowledge of customer relationship concepts &
also helped to understand the working environment of the Pepsico.
The major thing, which I found in my whole project, is as follow:
The market share of Pepsico is more than Coke
The distribution channel of both company is very bad.
Advertising policy of Pepsi is better than Coca Cola.
Retailers are highly dissatisfied with salesmen behavior.
Company relation with retailers is credit based.
There are very less effort for promoting sales.
There are no direct communication between retailers and company.
There are no any route incharge.
Retailers are not aware about company scheme and product
development.
Scheme is not distributed honestly among retailers.
8/7/2019 MARKETING AND BRANDING STRATEGIES
43/43
43