• PRESENTED BY :KANIKA KHANDUJASALONI AGARWAL

PepsiCo History (INDIA)

• PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India.

PepsiCo History(INDIA)

• PepsiCo India and its partners have invested more than U.S.$1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors.

PepsiCo Portfolio(Soft Drinks)

• Pepsi

• 7 UP

• Mirinda

• Mountain Dew

• Diet Pepsi

PepsiCo Portfolio(Mineral Water & Juices)

• Aquafina drinking water

• Tropicana100% fruit juices

• Tropicana Nectars

• Tropicana Twister

• Slice

PepsiCo Portfolio(SNACKS)

• Kurkure

• Lay’s Potato Chips

• Cheetos

• Uncle Chipps

Brand Image of Pepsi

• Pepsi is a Brand that every youngster relates to but this definitely doesn’t mean that other age groups are not its user. Target market of Pepsi is basically youngster but it is preferred by every age group. Thus Pepsi’s brand image is its hip, cool, lively and refreshing attitude.

SWOT Analysis of Pepsi

• Strength

• Weakness

• Opportunities

• Threats

STRENGTH

• Pepsi has a broader product line and outstanding reputation.

• Merger of Quaker Oats produced synergy across the board.

• PepsiCo sells three products through the same distribution channel.

• Great brands, strong distribution, innovative capabilities.

WEAKNESS

• PepsiCo is far away from leader Coca-cola in the international market - demand is highly elastic.

• Not all PepsiCo products bear the company name.

• Pepsi hard to inspire vision and direction for large global company.

OPPORTUNITIES

• 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 most promising emerging market in India.

• 50 percent of the company's sales come from Frito-Lay, this is a threat if the market takes a downturn.

• PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods (because of broader product line) which are well-run and financially sound competitors.

ADVERTISING STRATEGY OF PEPSI

• Pepsi’s target audiences are mostly teens and young adults and their advertising reflects this in every possible way.

• The company changes its advertising strategy and image to reflect the target's interests.

• The advertising strategy includes cool, hip promos to attract more of the target audience.

• The advertising is mostly creative and has different elements like music and sports other than bollywood.

ADVERTISING STRATEGY OF PEPSI

• Currently, PepsiCo India has twelve star endorsers from Bollywood and the Indian cricket team.

• “Pepsi’s new campaign will be a consumer–centric advertising campaign without any celebrities,” informed industry sources. ‘Celebrities may come and go but brands are forever,’ seems to be PepsiCo’s new motto.

• Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc

Some Of Pepsi Successful Advertising Campaign

• Yeh Dil Maange More

• Yeh hai Youngistan meri Jaan

• Oye Bubbly

Segmenting, Targeting And Postioning Of Youngistaan Campaign

• Segmenting Pattern oDemographics The campaign targets teens and young adults of

metros and phase II cities.o Psychographics The campaign attempts to capture the youth of

today by focusing on their personality, lifestyle and attitude of youth through the advertisement.

Segmenting, Targeting & Positioning Of Youngistaan Campaign

• Targeting Strategy

oThe Youngistaan Campaign uses undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.

Segmenting, Targeting & Positioning Of Youngistaan Campaign

• Positioning StrategyoThe campaign positioning is done on the basis of

user approach i.e. a personality based approach where a user’s image or association rubs off on the brand image. The user could be a celebrity or an ordinary user.

oFor this campaign Pepsi used the three most popular celebrities of the last year i.e. Shahrukh Khan, Ranbir Kapoor, Deepika Padukone.

Frito - Lays

• Frito- lay, is the leader in the branded salty snack market and all Frito-lay products are free of trans-fat and MSG .

• Today Frito lay division markets over 100 varieties of snack food .

• Frito Lay snack foods and Pepsi-Cola beverages generates an

• estimated annual retail sales of U.S$700 million in India.

Kurkure&

Its Strategies

• Kurkure is a Pepsi product and the Kurkure has tied up with the South Western Railways to have a branded train, under which a brand name would feature along with the train's name in all announcements, on reserved tickets, on reservation charts, on destination boards of the train, coach indication slips and during all information dissemination about the train.

Kurkure&

Its Strategies

• Its another strategy is to get more personal with the customers by launching “chai time contest” which makes real people famous.It is chiefly focusing on round pricing strategy, with introduction of more new variants.

GE MODEL for PEPSI BEVERAGES