SWOT ANALYSIS:

STRENGTH

•Pepsi i s a wel l -establ ished co. , so i t has a good reputat ion in the market.

•Advertising of Pepsi is much more aggressive than Coke.

•Backed by huge promotion at national & international level.

•Lot of SGA’s provided in the market...

New strong flavours with the new Pepsi Atom.

WEAKNESS

• Non-fulfilment of commitments on time, made to shopkeepers.

•Incompetent salesman who do not give the schemes in the market regularly.

•Unavailability of various demanded flavours like Mountain Dew & Miranda Lemon.

• Not proper control over distribution network.

OPPURTUNITY

•May t ie up or l ia ison with major showrooms, computer centres & restaurant.

•Huge publicity of Lemon Miranda /Slice has created a lot of demand.

•Company has brand equity in the eyes of customers, so its new products can easily

penetrates in the market.

•Untapped market.

Collaborations with various national sports events.

THREAT

•Threat of competitors new brand entry in the market in near future.

•Restrictions made by Govt. agencies that soft drinks are harmful & non-nutritive.

• Natural juice are now available whose price are less or same as soft drinks.

MARKETING MIX: [4P+1P=5P]

PRODUCTS:

Carbonated drinks categories:

1. Pepsi

2. Diet Pepsi

3. Caffeine free diet Pepsi

4. Jazz diet Pepsi

5. Diet Pepsi: lime, vanilla, wild cherry,

6. Pepsi one

7. Mountain dew

8. Diet mountain dew

9. Miranda

10. Slice

11. Pepsi Atom

12. Aquafina

13. Aquafina alive

14. Aquafina flavour splash

15. Aquafina sparkling

16. Lipton ice tea

17. Gatorade

Non carbonated drinks

1. Tropicana pure premium juices

2. Tropicana twister juice drinks

3. Tropicana smoothies

4. Tropics pure premium juices

5. Dole juices

6. Tropicana 100 juices

7. Tropicana naked juice

PACKAGING:

Carbonated Soft Drinks (CSD) or Soft Drinks as they are popularlyknown are

one of the largest FMCG market in the whole world with the total annual sales around $40

billion. This product is generally available in four kinds of packing.

•Glass Bottles

•Pet Bottles

•Cans

•Fountain rim

PRICING:

Low pricing strategy

Penetration pricing

PLACE:

INTENSIVE DISTRIBUTION:

A Strategy of intensive distribution is characterized by placing the goods or

services in as many outlets as possible. When the consumer requires

ag r e a t d e a l o f l o c a t i o n c o n v e n i e n c e , i t i s i m p o r t a n t t o o f f e r

g r e a t e r intensity of Distribution. This strategy is generally used for convenience

items such as Tobacco, gasoline, and soap, snack foods & bubblegum. Manufactures are

constantly tempted to move from exclusive or selective distribution to more intensive

distribution to increase their coverage and sales and you could find Pepsi in

nursing homes, confectionery shops, departmental stores; you name it & Pepsi is

available there.

DISTRIBUTION CHANNEL REDIFINED

Pepsi has redefined distribution to strengthen their competitive advantage in the emerging

consumer and market scenario. Their earlier focus was

tod r i v e w i d e a v a i l a b i l i t y a n d e n a b l e e a s y a c c e s s t o t h e i r

b r a n d s f o r consumers. Now they seek to go well beyond this distribution

paradigm. Their new approach is more holistic touching consumers in multiple ways at the

point of purchase and more importantly, creating opportunities for customers to

receive brand message and experience our brands. They are proactively addressing

these emerging trends by

approachingdistr ibution and channels in a much broader way. They

are shift ing

e m p h a s i s f r o m m e r e r e a c h o r a v a i l a b i l i t y e x p a n s i o n t o

t o u c h i n g consumers with a 3- way convergence- of product availability,

brand communication and higher level of brand experience. They are thus going

beyond delivering products and creating greater engagement and interaction

around the purchasing experience.

PROMOTION STRATEGY:

Pepsi also teamed up with YouTube to produce its first daily entertainment show called Pop tub. This show deals with pop culture, internet viral videos, and celebrity gossip.

In 2009, "Bring Home the Cup" changed to "Team Up and Bring Home the Cup". The new instalment of the campaign asks for team involvement and an advocate to submit content on behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown by Mark Messier.

Pepsi has official sponsorship deals with three of the four major North American professional sports leagues: the National Football League, National Hockey League and Major League Baseball. Pepsi also sponsors Major League Soccer.

The brand's blue and red globe trademark became a series of "smiles", with the central white band arcing at different angles depending on the product until 2010.

In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and has been described as a "sassier" version of the traditional can that Pepsi says was made in "celebration of beautiful, confident women".

“Oye Bubbly” campaign by Shahrukh Khan.

In April 2011, Pepsi announced that customers will be able to buy a complete stranger a

soda at a new "social" vending machine, and even record a video that the stranger would

see when they pick up the gift.

In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi.

In March 2013, Pepsi for the first time in 17 years reshaped its 20-ounce bottle.

Pepsi is the official sponsor for IPL 2013-2018.

INTERNATIONAL SLOGANS:

1990–1991: "Yehi hai right choice Baby, Aha" (Hindi – meaning "This is the right choice )

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

India/Pakistan/Sri Lanka)

1999–2006: "Yeh dil maange more” (Hindi – meaning "This heart asks for more")

2002: "Change the World" (Japan)

2000–present: "Pepsi ye pyaas Hai badi" (Hindi) meaning "There is a lot of thirst" (India))

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

country my darling")

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

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

Speaking countries in Latin America)

2009: "Joy It Forward"

2010–present: "Pepsi. Sarap Magbago." (Phillipiens– meaning "It’s nice to change")

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

2010–2011: "Love!" (Japan, for Pepsi Nex)

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

can be very good, it can be Pepsi) – Brazil and Portugal.

2011–present: "Change the game" (2011Cricket World Cup)

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

Zafar)

2011–present: "Go Next!" (Japan, for Pepsi Next)

2013–present: "Oh Yes Abhi" (Hindi) (India - meaning Oh Yes Now)