ContentsACKNOWLEDGEMENT...........................................................................................................................3

EXECUTIVE SUMMARY...........................................................................................................................4

CHALLENGE............................................................................................................................................5

New product category.......................................................................................................................5

Product line extension.......................................................................................................................5

Incremental Improvement.................................................................................................................5

INTRODUCTION TO THE COMPANY.......................................................................................................5

SIGTUATION ANALYSIS..........................................................................................................................7

COMPANY ANALYSIS..........................................................................................................................7

MISSION STATEMENT....................................................................................................................7

VISION STATEMENT.......................................................................................................................7

MARKET SHARE..............................................................................................................................8

CUSTOMER ANALYSIS........................................................................................................................8

CUSTOMERS:.................................................................................................................................8

CONSUMER DECISION PROCESS:...................................................................................................9

COMPETITORS.................................................................................................................................10

COLLABORATORS.............................................................................................................................11

CLIMATE:.........................................................................................................................................12

ECONOMIC EFFECT ANALYSIS......................................................................................................12

POLITICAL EFFECT ANALYSIS........................................................................................................13

TECHNOLOGICAL FACTORS:.........................................................................................................14

SOCIAL AND CULTURAL ANALYSIS...............................................................................................14

SWOT ANALYSIS OF PEPSI................................................................................................................15

STRENGTHS..................................................................................................................................15

WEAKNESSES...............................................................................................................................15

OPPORTUNITIES...........................................................................................................................16

THREATS......................................................................................................................................16

MARKET SEGMENTATION....................................................................................................................16

BEHAVIORAL BASE...........................................................................................................................16

CONGNITIVE BASE...........................................................................................................................17

SELECTED MARKET STRATEGY.............................................................................................................17

PRODUCT.........................................................................................................................................17

BRANDING:..................................................................................................................................17

LOGO...........................................................................................................................................18

PEPSI SLOGAN..............................................................................................................................18

PRODUCT LINE.............................................................................................................................19

PACKAGING.................................................................................................................................19

PRICE...............................................................................................................................................20

PRICES OF DIFFERENT BOTTLES...................................................................................................21

DISCOUNTS..................................................................................................................................21

PLACEMENT/DISTRIBUTION CHANNEL............................................................................................22

INDIRECT DISTRIBUTION..............................................................................................................22

DIRECT DISTRIBUTION.................................................................................................................22

PROMOTIONS..................................................................................................................................22

CONCLUSION.......................................................................................................................................23

SUGGESTIONS......................................................................................................................................23

BIBLIOGRAPHY.....................................................................................................................................24

REFERENCES........................................................................................................................................24

EVIDENCES...........................................................................................................................................24

VISITING CARDS...............................................................................................................................24

EXECUTIVE SUMMARY

　

Purpose of this project is to study the strategies which Pepsi is

doing in Indian market for its product Pepsi cola. Pepsi

International is a world renowned brand. It is a very well organized

multinational company, which operates almost all over the world.

In Pakistan It also has proved itself to be the No.1 soft drink.

Now days Pepsi is recognized as Indian National drink Pepsi's

greatest rival is Coca Cola. Coca Cola has an international

recognized brand. Coke’s basic strength is its brand name. But

Pepsi with its aggressive marketing planning and quick

diversification in creating and promoting new ideas and product

packaging, is successfully maintaining is No.1 position in India.

Pepsi is operating in India, through its 12 bottlers all over India.

These bottlers are Pepsi's strength. Pepsi has given franchise to

these bottlers. Bottlers, produce, distribute and help in promoting

the brand.

I also did analysis of the soft drink industry in Patna, Bihar. The

soft drinks set to become world's leading beverage sector. Global

consumption of soft drinks is rising by 5% a year.

CHALLENGE

Pepsi is doing new product development on frequent interval of times. The purpose of which is to refresh the brand. By new products and innovative ideas consumers can easily be attracted.

In following ways Pepsi is doing new product development.

New product category

Pepsi which is mainly a company of soft drinks, after establishing a brand in India PepsiCo. Came into several new product category. Lays, kurkure and aqua fina, fast food restaurants are the examples of new product category. And the latest arrival is “Aliva” and relaunch of “Slice”.

Product line extension

Mountain dew is the most recent addition in the product line of soft drinks which is very popular especially among the youngsters along with Aliva baked savoury snacks.

However Pepsi launch its several variants with a minor difference on frequent interval of time. There have been many Pepsi variants produced over the years since 1989, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan.

Line Filling

Pepsi claims that they are doing mass marketing but there was an unfilled gap in the consumers. The diabetic patient can’t use the regular Pepsi because of the sugar. So Pepsi had introduced diet Pepsi to fill the gap in their drinks as of then onwards even diabetic people became their consumers.

At the same time they introduced slice which act as their fruit drink(mango) which enhanced their sale much more.