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A SUMMER TRAINING PROJECT REPORT ON “To study the effect of advertisement on sales of pepsi in special context of mountain dew” SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF “MASTER OF MARKETING MANAGEMENT” (uttrakhand university) ACADEMIC SESSION (2009-2011) Submitted By:- Gaurav Rawat UNDER THE GUIDANCE OF External Guide:- Internal Guide:- Mr. B.P.CHAUHAN

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A SUMMER TRAINING PROJECT REPORT ON

“To study the effect of advertisement on sales of

pepsi in special context of mountain dew”

SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF “MASTER OF MARKETING MANAGEMENT”

(uttrakhand university)

ACADEMIC SESSION

(2009-2011)

Submitted By:-

Gaurav Rawat

UNDER THE GUIDANCE OF

External Guide:- Internal Guide:-

Mr. B.P.CHAUHAN Mr. R.K.SHARMA

Territory Development COORDINATER MBA

Manager (T.D.M),

Dehradun, UTTARAKHAND

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project Report for PepsiCo Holdings India Limited. It has been an enriching experience for me to undergo my summer training at PEPSI, which would not have possible without the goodwill and support of the people around. As a student of ICM. I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. PAWAN GOD, the Customer Executive of Varun beverage, Dehradun. Heartfelt thanks go to all who helped me to gain knowledge about the actual working and the processes involved in various departments.

However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to readers of this project report if they bring such mistakes to my notice.

GAURAV RAWAT

Enrollment No.

MASTER OF MARKETING MANAGEMENT

ICM, DEHRADUN, UTTRAKHAND.

CONTENTS

Chapter No. Subject1. Executive Summary2. Introduction3. History of company4. History of mountain dew5. Advertising & publicity6. Pepsi co in india 7. Product profile8. Research methology9. Role of research in business in decision making process10 Research objective11 Research Design12 Types of research13 Steps in research process14 Limitation15 Function of advertising16 conclusion17. Facts and finding18 Questionnaire19 Bibliography20 Glossary terms

EXECUTIVE SUMMARY

I, GAURAV RAWAT felt privileged to be a part of ICM Institute

of Management Dehradun, utttrakhand. I did my summer

internship training in PepsiCo Holdings India Limited a FMCG

sector company. My project title is “TO STUDY THE EFFECT OF

ADVERTISEMENT ON THE SALE ”. The project’s basic

objective is to to study the effect of advertisement on the sale of

mountain dew in the distributor ships of varun beverage dehradun

uttrakhand.

In this project I surveyed in areas of varun Sales and asked

selected question stow the outlet owners who were either not

selling Pepsi products or selling in very less quantity. Out of my

project I learnt these things:

Pepsi should understand the expectations of people If one wants

to grow in

FMCG sector one should keep the following factors in mind that

the

products are easily available to the consumers, to improve the

quality of products from time to time, competitive services should

be provided to the

retailers, the price of the product should be low and last but not

the least

the visibility and the promotional strategy should be such that it

hits people’s mind.

INTRODUCTION

Beverage industry is one of the fast growing industries in India .it

can be divided into two sections i.e. carbonated and non-

carbonated. The carbonated drinks that can be further classified

into cola, lemon orange, mango and apple segments.

Marketing includes all the activities like promotion, distribution,

advertising etc. To fulfill all the segments of consumers.

Marketing is also to convert social needs into profitable

opportunities. So this topic provides all the essentials to

theoretical knowledge with practical knowledge and to inculcate

the efficiency. it is also requirement for the company to improve

their service and product quality for achieving their ultimate goal.

As far as the soft drink market is concerned, it is facing the cut

throat competition because of the availability of a large number of

indirect as well as direct competitors. Single company offers the

soft drink to the market in different taste and flavors. In this

industry entire range of flavors are produced by other competitors

also. More often it becomes impossible to differentiate between

the same flavors of two different brands, when served in plane

container, range also. All these factors together make the

situation complicated. besides both corresponding brands have

the similar price.

HISTORY OF THE COMPANY

Pepsi Cola Company

Caleb Bradham, a New Bern, N.C. druggist who first formulated

Pepsicola,

founded Pepsi Co.’s beverage business at the turn of the century

i.e. in

the year 1890. A young phannacist Called Bradham began

experimenting

in 1890 as a cure for dyspepsia (indigestion) with combination of

spices, 1

juices and syrups and created a refreshing new drink to serve his

customer.

He succeeded beyond all expectations as he invented the new

beverage now known around the world as "PEPSICOLE"

In 1902, he launched the Pepsi Cola Company in the back room of

pharmacy, and applied to U.S. patient office for Trade Mark. The

business

began to grow and on June 16,1993, Pepsi-Cola trademark was

officially

registered with U.S. office. Bradham believed marketing would e

the key to

PEPSI-COLA prosperity and in his first year of business he spent

$1900 on

advertising when he sold 40,000 liters of syrup. In 1905 he built

Pepsi fits

bottling plant. Three more plants followed soon and in 1907, he

was selling

50,000 liters year.

Troubles started at the end of the First World War when Bradham

over

stocked sugar at high price, which subsequently dipped in 1920.

By 1922, the company was insolvent by 1923, it went bankrupt

and Bradham returned to pharmacy.

In 1931, the company went bankrupt for the second time. At this

time Charles Growth, president of a giant candy company both

the trademark. His success came when he offered a 12-ounce

bottle at 5 cent while other colas were sold at the same price in 6

ounce bottles. In 1936, Pepsi has a $2 million net profit.

Today consumers spend about $31 billion on Pepsi-Cola

beverages.Brand Pepsi and other Pepsi-Cola products-including

Diet Pepsi, 7UP Pepsi Blue, Mountain Dew, slice and Mugvrands-

Account for nearly one third of total soft drink sales in the United

States, a consumer marker totaling about$56 billion.

In 1992 Pepsi-Cola formed a partnership with Thomas J. Liption

Co.

Today Liption is the biggest selling ready to drink tea brand in the

United

States. Outside the United States, Pepsi-Cola Company's soft

drink operations include the business of even- up International;

Pepsi-Cola beverages are available in about 170 countries

Pepsi-Cola began selling it products internationally in 1934 with

its operations in Canada. Operations grew rapidly beginning in the

1950s. Today Pepsi-Cola products account for about a quarter of

all soft drinks sold internationally. In addition to brands marketed

in the United States, Major 10 products include Mirinda and Pepsi

Max.

Pepsi-Cola provides advertising, marketing, sales and promotional

support to Pepsi-Cola bottles and food service customers. This

includes some of the world loved and most recognized

advertising. New advertising and exciting promotions keep Pepsi-

Cola brands young.

In 1940, history was made when the first advertising jingle was

broadcast nationally. The jingle was "Nickel Nickel" an

advertisement for Pepsi Cola that referred to the price of Pepsi

and the quantity for that price."Nickel Nickel" became a hit record

and was recorded into fifty-five languages .In 1964, Diet Pepsi

was introduced.

THE BUSINESS

PepsiCo. Has a worldwide operation in 3 fields

Non Alcoholic beverage

Snack Foods.

Fruit Juices

Pepsi company profile

PepsiCo is a world leader in convenient snacks, foods and

beverages, with revenues of more than $39 billion and over

185,000 employees.

PepsiCo is a world leader in convenient snacks, foods and

beverages,

With revenues of more than $39 billion and over 185,000

employees.

The company consists of PepsiCo Americas Foods (PAF), PepsiCo

Americas Beverages (PAB) and PepsiCo International (PI).

PAF includes Frito-Lay North America, Quaker Foods North

America and all Latin America food and snack businesses,

including Sabritas and Gamesa businesses in Mexico. PAB

includes PepsiCo Beverages North America and all Latin American

beverage businesses. PI includes all PepsiCo businesses in the

United Kingdom, Europe, Asia, Middle East and Africa.

PepsiCo brands are available in nearly 200 countries and

generate sales at the retail level of more than $98 billion.

Some of PepsiCo's brand names are more than 100-years-old, but

the corporation is relatively young. PepsiCo was founded in 1965

through the

Merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in

1998 and

PepsiCo merged with The Quaker Oats Company, including

Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs

and

Preference -- from fun-for-you items to product choices that

contribute to

Healthier lifestyles.

PepsiCo’s mission is “To be the world's premier consumer

products

company focused on convenient foods and beverages. We seek to

produce

healthy financial rewards to investors as we provide opportunities

for growth and enrichment to our employees, our business

partners and the

communities in which we operate. And in everything we do, we

strive for

honesty, fairness and integrity.”

Shareholders

PepsiCo (symbol: PEP) shares are traded principally on the New

York StocK Exchange in the United States. The company is also

listed on the

Chicago and Swiss stock exchanges. PepsiCo has consistently

paid cash

Dividends since the corporation was founded

Corporate Citizenship

At PepsiCo, we believe that as a corporate citizen, we have a

responsibility to contribute to the quality of life in our

communities. This philosophy is expressed in our sustainability

vision which states: “PepsiCo’s responsibility is to continually

improve all aspects of the world in which we operate –

environment, social, economic -- creating a better tomorrow than

today.”

Our vision is put into action through programs and a focus on

environmental stewardship, activities to benefit society, and a

commitment

to build shareholder value by making PepsiCo a truly sustainable

company.

PepsiCo Headquarters

PepsiCo World Headquarters is located in Purchase, New York,

approximately 45 minutes from New York City. The seven-building

headquarters complex was designed by Edward Durrell Stone,

one of America's foremost architects. The building occupies 10

acres of a 144-acre complex that includes the Donald M. Kendall

Sculpture Gardens, a world acclaimed sculpture collection in a

garden setting.

The collection of works is focused on major twentieth century art,

and features works by masters such as Auguste Rodin, Henri

Laurens, Henry

Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro

and Claes Oldenberg. The gardens originally were designed by

the world famous garden planner, Russell Page, and have been

extended by François Goffinet.

The grounds are open to the public, and a visitor's booth is in

operation during the spring and summer.

PEPSICO BEVERAGES NORTH AMERICA (PBNA)

PepsiCo’s beverage business was founded 1898 by Caleb

Bradham, a

New Bern, North Carolina druggist, who first formulated Pepsi-

Cola.

Today, Brand Pepsi is part of a portfolio of beverage brands that

includes

carbonated soft drinks, juices and juice drinks, ready-to-drink teas

and coffee drinks, isotonic sports drinks, bottled water and

enhanced waters. PEPSICO has well known brand such as

Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Premium,

Aquafina water, Sierra Mist, Mug, Tropicana juice drinks, Slice,

Tropicana Twister and Tropicana Season’s Best.PEPSICO

manufactures and sells concentrate for some of these brands to

licensed bottlers, who sell the branded products to independent

distributors and retailers. PEPSICOprovides advertising,

marketing, sales and promotional support for its brands. This

includes some of the world's best-loved and most recognized

advertising.

In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to

selling

ready-to-drink tea brands in the United States. Pepsi-Cola also

markets

Frappuccino ready-to-drink coffee through a partnership with

Starbucks.

Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit

packaging business. In 1954 Rossi pioneered a pasteurization

process for orange juice.

For the first time, consumers could enjoy the fresh taste of pure

not-from-

concentrate 100% Florida orange juice in a ready-to-serve

package. The

juice, Tropicana Pure Premium, became the company’s flagship

product.

PepsiCo acquired Tropicana, including the Dole juice business, in

August

1998.

So Be became a part of PBNA in 2001. SoBe manufactures and

markets

an innovative line of beverages including fruit blends, energy

drinks, dairy based drinks, exotic teas and other beverages with

herbal ingredients. Gatorade thirst quencher sport drinks was

acquired by The Quaker Oats

Company in 1983 and became a part of PepsiCo with the merger

in 2001.

Gatorade is the first isotonic sports drink. Created in 1965 by

researchers at the University of Florida for the school's football

team, "The Gators," Gatorade is now the world's leading sports

drink.

PepsiCo Beverages North America includes the United States and

Canada.

LATIN AMERICA BEVERAGES

The Latin Americas Beverage business features a powerful suite

of Power house brands and distinct products tailored for the

market. Gatorade outsells the nearest competitor more than five

to one and, in Sao Paulo---7UP H2Oh! --- a lightly carbonated, is

dominating the competition in its lead

market.

PepsiCo Americas Foods

FRITO-LAY NORTH AMERICA

PepsiCo's snack food operations had their

start in 1932 when two separate events took place. In San

Antonio, Texas, Elmer

Doolin bought the recipe for an unknown food product – a corn

chip – and

started an entirely new industry. The product was Fritos brand

corn chips,

and his firm became the Frito Company.

That same year in Nashville, Tennessee, Herman W. Lay started a

business distributing potato chips. Mr. Lay later bought the

company that

supplied him with product and changed its name to H.W. Lay

Company. The Frito Company and H.W. Lay Company merged in

1961 to become Frito-Lay ,Inc.

Major Frito-Lay products include Lay’s potato chips, Doritos

flavored tortilla chips, Tostitos tortilla chips, Cheetos cheese

flavored snacks, Fritos corn chips, Ruffles potato chips, Rold Gold

pretzels, Sun Chips multigrain snacks, Munchies snack mix, Lay’s

Stax potato crisps, Cracker Jack candy

coated popcorn and Go Snacks. Frito-Lay also sells a variety

Of branded dips, Quaker Fruit & Oatmeal bars, Quaker Quakes

corn and ricesnacks, Grandma’s cookies, nuts and crackers.

Frito-Lay North America includes Canada and the United States

QUAKER FOODS NORTH AMERICA

The Quaker Oats Company was formed in 1901 when several

American

pioneers in oat milling came together to incorporate. In Ravenna,

Ohio, Henry D. Seymour and William Heston had established the

Quaker Mill Company.

The figure of a man in Quaker clothes became the first

registered trademark for breakfast cereal and remains the

hallmark for

Quaker Oats

today.

In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their

partner, George Douglas, operated the largest cereal mill of the

time. Ferdinand Schumacher, known as "The Oatmeal King," had

founded German Mills American Oatmeal Company in 1856.

Combining The Quaker Mill Company with

the Stuart and Schumacher businesses brought together the top

oats milling expertise in the country as The Quaker Oats

Company.The first major acquisition of the company was Aunt

Jemima Mills Company in 1926, which is today the leading

manufacturer of pancake mixes

and syrup. Gatorade was acquired in 1983.

In 1986, The Quaker Oats Company acquired the Golden Grain

Company, producers of Rice-A-Roni.

PepsiCo merged with The Quaker Oats Company in 2001.

LATIN AMERICA BEVERAGES

The Latin Americas Foods business includes operations in Brazil,

Argentina, Colombia, Peru and Venezuela. This business continues

to grow organically and through acquisitions like the Lucky snacks

business in Brazil.

PEPSICO INTERNATIONAL

PepsiCo International includes all PepsiCo

businesses in the United Kingdom, Europe, Asia, Middle East and

Africa.

Pepsi-Cola began selling its products outside the United States

and Canada in the mid-1930s, opening in the United Kingdom in

1936. Operations grew rapidly beginning in the 1950s. Today,

PepsiCo beverages are available in more than 170 countries and

territories. Brands include Aquafina, Gatorade and Tropicana.

In addition to brands marketed in the United States, PepsiCo

International

brands include Mirinda, Seven-Up and many local brands.

PepsiCo began its international snack food operations in 1966.

Today,

products are available in nearly 170 countries. Often PepsiCo

snack food

products are known by local names. These names include

Gamesa and

Sabritas in Mexico, Walkers in the United Kingdom, Simths in

Australia,

Matutano in Spain, Elma Chips in Brazil, and others. The company

markets

Frito-Lay brands on a global level, and introduces unique products

for local

tastes.

PepsiCo. Has a worldwide operation in 3

fields

Non Alcoholic beverage

Snack Foods.

Fruit Juices

PepsiCo India Holdings Private Limited

PepsiCo, the world leader in convenient foods and beverages,

welcomes you to a community of over 157,000 employees spread

over more than 200 countries and territories across the globe

with annual revenues in excess of $33 billion. As part of its

sustainable development initiatives, PepsiCo India has been a

committed leader in the promotion of rain water harvesting, water

conservation recycling and the reduction of effluent discharge.

Thus, we seek to produce healthy financial rewards to investors

as we provide opportunities for growth and enrichment to our

employees, our

business partners and the communities in which we operate. And

ineverything we do, we strive for honesty, fairness and integrity.

Company Facts

Company Name:

PepsiCo India Holdings Private Limited

Industry:

Food & Beverage / Catering / Restaurant

Type of Company:

Private Limited Company, Foreign Based Company

Location:

DLF Corporate Park, S Block, Qutab Enclave, Phase III Gurgaon

122 002

History

Founded in 1965 through the merger of Pepsi-Cola and Frito-Lay,

PepsiCo entered India in 1989 and in the span of a little more

than a decade, has grown to become the country’s largest selling

soft drinks company as well as dominant player in the snack food

segment (Frito-Lay is the leader in the branded potato chips

market). To support the operations are the group’s 38 bottling

plants in India, of which 16 are company owned and 22 arced

franchisee owned.

Product and Services

PepsiCo’s mission is to be the world’s premier consumer Products

Company focused on convenient foods and beverages. The

company seeks to produce healthy financial rewards to investors

as it provides opportunities for growth and enrichment to its

employees, business partners and the communities in which it

operates. PepsiCo now has many global brands, which include:

Pepsi-Cola, Diet Pepsi, Mountain Dew (Diet & Regular), Gatorade,

Walkers, Lays Potato Chips, Doritos Tortilla Chips, Tropicana Pure

Premium Orange Juice, 7-UP (Outside USA), Cheetos Cheese

Flavoured Snacks, Quaker Cereals, Aquafina Bottled Water,

Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, Sierra Mist

(Diet & Regular) and Fritos Corn Chips.

Culture and Values

Our Guiding Principles:

We always strive to Care for customers, consumers and the world

we live in. We are driven by an intense, competitive spirit in the

marketplace, but we direct this spirit towards solutions that

achieve a win for each of our constituents as well as a win for the

corporation. The test of our standards is that we must be able to

personally endorse our products with outreservation and consume

them ourselves. This principle extends to every part of the

business, from the purchasing of ingredients to the point where

our products reach the consumer’s hands.

Speak with truth and candor. We speak up, telling the whole

picture, not just what is convenient to achieving individual goals.

In addition to being clear, be honest and accurate, we take

responsibility to ensure our communications are

understood.Balance short term and long term. We make decisions

that hold both short term and long-term risks and benefits in

balance over time. Without this

balance, we cannot achieve the goal of sustainable growth. Win

with diversity and inclusion. We leverage a work environment that

embraces people with diverse backgrounds, traits and different

ways of thinking. This leads to innovation, the ability to identify

new market opportunities, all of which helps develop new

products and drives our ability to sustain our commitments to

growth through empowered people. Respect others and succeed

together. This company is built on individual excellence and

personal accountability, but no one can achieve our goals by

acting alone. We need great people who also have the capability

of working together, whether in structured teams or informal

collaboration. A spirit of fun, our respect for others and the value

we put on teamwork makeus a company people enjoy being part

of, and this enables us to deliver world-class performance

PEPSI COLA INTERNATIONAL SRATEGY

Focus on Business growth

Target core brands

Satisfy Market Priorities

Pepsi's Global Strategy

When the "You're in the Pepsi

Generation"

advertising campaign launched in 1963, it may have been the

first time a

brand was marketed primarily with an association to its

consumers'

aspirational attitudes. A decidedly youth-oriented strategy, the

campaign

hoped to hook young Baby Boomers while they were still young.

In 1984

Pepsi launched another long-running campaign, "The Choice of a

New

Generation," and in 1997 they debuted the "Generatio Next"

concept.

The newest campaign slogan, introduced this year, is "More

Happy,"

which definitely coincides with one concrete example of "more" in

the

packaging of Pepsi products today—more designs. Many more. At

least 35

distinct design ideas will grace the packaging of Pepsi's cans and

bottles this year alone, and this design strategy may continue

indefinitely.

Though not "generational" in word, the campaign certainly has a

youth oriented feel with package designs, advertising, and

websites that are fun

and playful. PepsiCo worked closely with Peter Arnell and Arnell

Group, based in New York City, to devise a comprehensive new

strategy that would connect with Pepsi's core consumers. Arnell

reinvented the Pepsi package as a meaningful and appealing

communications tool for the latest generation of youth that are

not overwhelmed by media, music, or digital distractions.

Experiential packaging

Arnell Group (a wholly-owned subsidiary of Omnicom Group) is a

design

and brand creation firm specializing in experiential design and

product

innovation, preferring to take complete branding and packaging

projects from first concept to complete market solutions. Peter

Arnell, currently chairman and chief creative officer of Arnell

Group, formed the Arnell Group Innovation Lab in 1999 to place

invention and innovation at the forefront in a collaborative

laboratory for corporations interested in designing for next

generation products and experiences. Arnell applied many of his

philosophies in the Pepsi project.

Peter has taken a classic and turned it into a modern, innovative,

and Brelevant marketing and communications tool," said Ron

Coughlin, chief

marketing officer, beverages, PepsiCo International. The new

global look

launched in February with eight new package designs across cans

and

bottles, and the campaign is unfolding in a similar manner

overseas. The can designs roll out one at a time approximately

three weeks apart to enhance the anticipation of discovery and to

pique the interest of collectors.

Product innovation today must be driven by deep consumer

meaning

and connectivity," says Arnell . "It is less about unmet needs and

more about giving people what they haven't asked for but are

dying to have. Using design to turn packaging into personal

consumer-powered media helps create the ultimate supportive

and inspiring relationship between Pepsi and its youth audience."

Thinking globally The Pepsi can designs roll out one at a time, but the two-liter

Pepsi

bottles will have three or four designs out at any given time. Mike

Doyle, creative director at Arnell Group, explains that there was a

great depth of exploration and research that was conducted

before even beginning to formulate a new Pepsi packaging

strategy. PepsiCo and Arnell Group traveled extensively to

emerging markets to find key consumer product drivers for youth

cultures and to learn how the Pepsi brand was perceived in

different countries.

They found, somewhat surprisingly, that there were very few

differences around the world in how consumers felt about Pepsi's

fun, effervescent brand image. "The brand equity is really

consistent," says James Miller, marketing director, Pepsi-Cola

North America. They also found many consistencies in youth

cultures around the world in how today's youth is preoccupied

with newness, discovery, and personalization of their possessions.

Miller describes the design campaign's goal as "sustainable

discovery," where the consumer audience is constantly intrigued

and engaged.

Designers at Arnell Group created the dozens of new and vibrant

designs with only a handful of blue and gray shades. Each design

tells a story of sorts and each can design has a unique website

address on the side of the can. The first one on the "Your Pepsi"

can allows web users to design a digital billboard that will appear

in Times Square, and one coming shortly will allow users to mix

their own music online.

"We redefined packaging as media in the marketplace for Pepsi,"

says Doyle. "It speaks to youth in their language." Doyle believes

that the designs succeed because they are able to capture the

audience's mind space. "The designs are reflecting back to the

culture instead of talking to the culture or imposing on it."

Reassuringly Pepsi

Pepsi actually asked their loyal consumers what brand elements

would have to remain so that they would be intuitively reassured

that their favorite

drinks were not changing and the brand they trusted was still

essentially the same. Their answer was direct and consistent.

Pepsi-lovers needed to see three elements for sure—the Pepsi

"globe," the iconic Pepsi blue, and the familiar tilted Pepsi capital

letters.

Arnell Group updated the primary logo substantially and cleverly

without really redesigning its key elements. The most recent logo

design had the Pepsi word mark on top of and slightly overlapping

the iconic Pepsi red white- and-blue "globe." On the previous can

design, the word mark wrapped halfway around the can, and the

globe was off-center. The new cans and bottles have un-bundled

the word and globe, making the newly centered globe more of the

hero, and the smaller Pepsi wordmark less prominent.

Television ad campaigns are reinforcing the globe-centric

approach by featuring a boulder-sized Pepsi globe in various

settings careening to and fro like a pinball. In the ads and on the

front of most of the new packages is the reassuring tag line:

"Same Pepsi inside, new look outside." Miller explains that it is

customary and important to reassure consumers for at least six

months in situations like this.

Miller also sees today's youth as demanding authenticity from the

products they come into contact with in their day-to-day

experiences. The new Pepsi design strategy is versatile because it

can be authentic and stay current, and it could also make

introducing special seasonal or regional designs more intriguing

and less disruptive. "This is a new way of using packaging as

media," explains Miller. "The consumer is looking for more variety

and expecting more from their brands. They want to have a

dialogue with their favorite brands."

SHARE HOLDERS

Pepsi-co .Inc. (Symbol: Pep) shares are traded principally the New

York

Stock Exchange in the United Stated. The company is also listed

on the

Amsterdam, Midwest, Swiss and Tokyo stock exchange. Pepsi Co

has

consistently paid cash dividends since the corporation was

founded.

CORPORATE CITIZENSHIP

Pepsi Co. believes that as a corporate citizen, it has a

responsibility to contribute to the quality of life in its

communities. This philosophy is put into

action through support of social agencies, projects and programs.

The scope of this support is extensive-ranging from sponsorship

of local programs and support of employee volunteer activities, to

contributions of time, talent, and funds to programs of national

impact. Each division is responsible for its own growth program.

GROWTH GOALS

Set a winner's growth goals. If you act like no. 2, you will always

be no.2

Employment

Hiring people who love to work and thrive on risk.

Target Core Brands

Put emphasis on the firmly established products and try to

increase their

market share.

Market Priorities

Establish market priorities and work towards achieving the

maximum good

for the priorities.

PEPSI GLOBAL LOGO

While taking to consumers some years back, Pepsi carried one

exercise

consumers, "Take a piece of paper and draw what Pepsi means to

you".

Interestingly, a lot of consumers especially kids drew the Pepsi's

globe.

What is the globe? Well, its red, white and blue which says a lot of

things.

Secondly, It has an incredible balance, modem kids says it has

some incredible yin and yang.

Thirdly, it has a quality of complete harmony .Lastly, it speaks

about openness and eternal youth fulness.

The biggest thing about the globe is that it is 3 dimensional logo,

which no other brand has.

In the Pepsi logo, blue colour has been underlined and used as a

background colour. Blue colour. Blue colour is associated with

cold and refreshment. Blue Jeans are a favorite piece of clothing

for the youth's worldwide. Thus the colour hits the 2 dimensions:

It supports the product quality-Refreshment

It reinforces consumer's affection for their favorite things.

Our Mission, Values and Guiding Principles

VISION

As we stand at the crossroads of the new millennium, it's time to

eradicate

Our focus and energy single-mindedly to our Vision... The Vision

to be the Best. And what is that vision?

"To be the best consumer products company in the eyes of our

suppliers,

"To become truly global company, by continuing to build a

competitive and

profitable word wide refreshment beverage business."

The Pepsi challenge of the Millennium will be the test of the Best

The best in connecting with the customer ad the consumer, the

best in marketing, the best in selling, the best in quality, the best

in processes and

the best in people and teamwork.

Mission

We aspire to make PepsiCo the world’s premier consumer

Products

Company, focused on convenient foods and beverages.

We seek to produce healthy financial rewards to investors as we

provide opportunities for growthand enrichment to our

employees, our business partners and the communities in which

we operate. And in everything we do, we strive to act with

honesty, openness, fairness and integrity. The behaviors that will

help us achieve our mission are articulated in our Values

Statement.

Values

PepsiCo Values & Philosophy

Our Values & Philosophy are a reflection of the socially and

environmentally responsible company We are committed to

delivering sustained growth through empowered people acting

responsibly and building trust.

What It Means

Sustained Growth is fundamental to motivating and measuring

our success. Our quest for sustained growth stimulates

innovation, places a value on results, and helps us understand

whether today's actions will contribute to our future. It is about

the growth of people and company performance. It prioritizes

both making a difference and getting things done .

Empowered People means we have the freedom to act and think

in ways that we feel will get the job done, while adhering to

processes that ensure proper governance and being mindful of

company needs beyond our own.

Responsibility and Trust form the foundation for healthy growth.

We hold ourselves both personally and corporately accountable

for everything we do. We must earn the confidence others place

in us as individuals and as a company. By acting as good

stewards of the resources entrusted to us, we strengthen that

trust by walking the talk and following through on our

commitment to succeeding together.

27

Guiding Principles of Pepsi Co:

This means ways in which they carry out their commitment. They must always

strive to:

Care for customers, consumers and the world they live in. They are driven by an

intense, competitive spirit in the marketplace, but they direct their spirit towards

solutions that achieve a win for each of their constituents as well as a win for the

corporation. Their success depends on a thorough understanding of their

customers, consumers and communities. Caring means going the extra mile.

Essentially, a spirit of growing rather than taking.

Sell only products we can be proud of:

The test of their standards is that they must be able to personally endorse their

products without reservation and consume them themselves. This principle extends

to every part of the business, from the purchasing of ingredients to the point where

their products reach the consumer’s hand.

Speak with truth and candor:

They speak up telling the whole picture, not just what is convenient to achieving

individual goals. In addition to being clear, honest and accurate, they take

responsibility to ensure their communications are understood.

Balance Short Term and Long Term:

They make decisions that hold both short-term and long-term risks and benefits in

balance over time. Without this balance, they cannot achieve the goal of

sustainable growth.

Win with diversity and inclusion:

They leverage a work environment that embraces people with diverse

backgrounds, traits and different ways of thinking. This leads to innovation, the

ability to identify new market opportunities, all of which helps develop new

products and drives our ability to sustain their commitments to growth through

empowered people.

Respect others and succeed together:

This company is built on individual excellence and personal accountability, but no

one can achieve their goals by acting alone. They need great people who also have

the capability of working together, whether in structured teams or informal

collaboration. Mutual success is absolutely dependent on treating everyone who

touches the business with respect, inside and outside the company. A spirit of fun,

our respect for others and the value we put on teamwork make us a company where

people enjoy being a part of, and this enables us to deliver world-class

performance.

PEPSI CO MANAGEMENT HEIRARCHY:

Vertically moving from Top to Bottom the management hierarchy follows as

under:

MUM (Multi Unit Manager)

HOS (Head Of Sales)

TDM (Territory Development Manager)

ADC (Area Development Coordinator)

ME (Marketing Executive)

CE (Customer Executive)

PSR (Pre Sales Representative)

Salesman

The above mentioned hierarchy is maintained in India and all over the world. This

is the way in which the product is reached to the customer.

PRODUCT PROFILE

Pepsi Co has a wide range in products in the VFMCG sector. In the beverages

sector Pepsi Co is a leader in the market in India, delivering products that are of

extreme demand in the market.

During the summer time, which is considered as the season time the sales of Pepsi

Co is humongous. Since the beverages are basically soft Drinks, the sales is

maximum during this time.

Among the Soft Drinks the various Flavors that are provided the company are:

PEPSI - Youngistan Ka WOW

Brand History

Pepsi is a hundred year old brand loved by over 200 million people worldwide.

The largest single selling soft drink brand in India is the ubiquitous' socialiser at

every occasion.

Youngistaan loves it. 200 million people worldwide love it. But what has

made Pepsi the single largest selling soft drink brand in India is actually a

formula concocted a century ago in a far away continent

.

1886, United States of America. Caleb Bradman, the man with a plan, got on

to formulate a blockbuster digestive drink and decided to call it Brad’s drink.

It was this doctor’s potion that was to become Pepsi Cola in 1898, and

eventually, Pepsi in 1903.

Pepsi has always played on the front foot and since its inception has come out

with revolutionary concepts like Diet, 2L bottles, recyclable plastic cola

bottles and the enviable My Can.

Brand Advantage

Pepsi has become a friend to the youth and has led many youth cultures.

Youngsters over the generations have grown up with Pepsi and share an

emotional connect with it, unlike any other cola brand. Be it parties,

hangouts, or just another day at home, a day is never complete without the

fizz of Pepsi!

Pepsi, Cricket and Bollywood have been joined at the hip since the

beginning. Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh

Bachchan, Kareena Kapoor, Priyanka Chopra, Virender Sehwag, M. S.

Dhoni, John Abraham, Ranbir Kapoor and Deepika Padukone are a

few celebrities who will go any length for a chilled Pepsi

The Pepsi My Can is undoubtedly the most popular cola pack of all times. It

is not just a pack but a style statement for today’s youth.

Mountain dew- ‘Darr ka aga jeet ha”

Brand History

Mountain Dew, currently stylized predominantly as Mtn Dew, is a soft drink

distributed by PepsiCo, but remains its own brand. The formula was made and first

marketed in Marion, VA, Knoxville and Johnson City, Tennessee, USA through

the 1940s, then in Fayetteville, North Carolina by Barney and Ally Hartman. By

1964, it was being distributed across United States. The formula still used today

was created by Bill (William) Jones.

As of 2007, Mountain Dew was the 4th best selling carbonated soft drink in the

United States, behind Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Mountain

Dew's Diet version ranked 9th in sales.

On October 15, 2008, Mountain Dew's official logo was redesigned to "Mtn Dew",

as a result of a PepsiCo rebranding of its core products. However, Other flavors of

Mountain Dew, specifically "Code Red", "Voltage", "Live Wire" , Caffeine Free

Mountain Dew and Caffeine Free Diet Mountain Dew still use the old design.

Mountain Dew was originally released in the UK in 1996, then removed in 1998.

Currently in the UK, a new drink called 'Mountain Dew Energy' has been

introduced into the energy drink market.

Mountain Dew is also sold by JoudCo in Syria.

Nutrition facts

Serving size 8 fl oz (240 mL)

Servings per container 1

Amount per serving

Calories 110 Calories from fat 0

% Daily value*

Total fat 0 g 0%

Saturated fat 0 g 0%

Trans fat 0 g

Cholesterol 0 mg 0%

Sodium 40 mg 2%

Potassium 0 mg 0%

Total carbohydrate 31 g 10%

Dietary fiber 0 g 0%

Sugars 31 g

Protein 0 g

Vitamin A 0% Vitamin C 0%

Calcium 0% Iron 0%

*Percent daily values are based on a

2,000-calorie diet. Your daily values may

be higher or lower depending on your

calorie needs.

This sign dates from the 1950s. This logo was used as the basis for Mountain Dew"

Throwback in 2010.

This logo was used in the 1970s, 1980s, and early 1990s. Used in 2009 for

Mountain Dew Throwback.

The logo used from 1999 to 2001. Note that the font used in the succeeding logos

looks almost exactly like this one.

The final logo (2001–2008) that completely spells out Mountain Dew before it

would be dropped by the end of 2008, but the flavors "Code Red", "Voltage", &

"LiveWire" continue to use this design as of May 2010. Still used in Canada and

Europe.

Mountain Dew lists its ingredients as:[

Sugar (replaced by High fructose corn syrup (HFCS) in much of the United

States)

Concentrated orange juice

Citric acid

Natural flavors

Sodium benzoate (preserves freshness)

Caffeine (54 mg per 12 US fluid ounces (350 ml))]

Sodium citrate

Erythorbic acid (preserves freshness)

Gum arabic

Calcium disodium EDTA (label claims "to protect flavor" however its

purpose more accurately stated is to prevent benzene formation by

chelating the metal ions present in water that can act as catalysts in the

reaction between sodium benzoate and erythorbic acid)[

Brominated vegetable oil

Thiamin hydrochloride

Diet Mountain Dew: Sugar/HFCS is replaced with:[

Concentrated orange juice

Citrus pectin

Potassium benzoate (preserves freshness)

Aspartame

Potassium citrate

Acesulfame potassium

Sucralose

Mountain Dew Throwback:

Carbonated water

Sugar

Citric acid

Natural and artificial flavor

Sodium benzoate (preserves freshness)

Caffeine (55 mg per 12 US fluid ounces (350 ml))

Gum arabic

Brominated vegetable oil

Mountain Dew Throwback (re-release for Winter 09, has the old "Hillbilly" can

design)

Carbonated water

Sugar

Orange juice concentrate

Citric acid

natural flavors

Sodium benzoate (preserves freshness)

Caffeine (54 mg per 12 US fluid ounces (350 ml))

Sodium citrate

Gum arabic

Erythorbic Acid

Calcium disodium EDTA

Brominated vegetable oil

Yellow 5

Mountain water

Mountain Dew Energy (UK)

Carbonated water

Sugar

Citric acid

Antioxidant (Ascorbic Acid)

Caffeine (18 mg per 100ml)

Flavourings

Preservative (Potassium Sorbate)

Stabilizer (Gum Arabic)

Colour (Beta Carotene)

Promotions

AMP Energy

AMP is an energy drink distributed by PepsiCo under the Mountain Dew brand.

Launched in 2001 AMP was originally known as "Mountain Dew AMP". From

2007–2008, several additional flavors of AMP were introduced.

[DEWmocracy

DEW mocracy featured actor Forest Whitaker and fashion designer Leslie

Vinyard asking people to decide the next new flavor of Mountain Dew. Online

voters would select from three choices: Supernova, a strawberry-melon flavor,

Revolution, a berry flavor, and Voltage, a raspberry-citrus flavor. Each included

ginseng. On August 17, Voltage was announced as the winning flavor. It was

released on December 29, 2008

Mountain Dew announced another DEW mocracy campaign for 2010. Before it

started, "DEW Labs" trucks went around in July 2009 with seven flavors. Fifty

boxes with the seven flavors were also sent out. Out of all seven flavors, taste

testers were to choose the three for DEW mocracy. The three new candidate

flavors are Mountain Dew Typhoon (red-orange), which was a tropical strawberry-

pineapple flavor, Mountain Dew White Out (white), which is a smooth citrus

flavor, and Mountain Dew Distortion (green), which was a lime flavor. The three

new candidate flavors were released on April 19, 2010 and voting continued until

June 14 on. The next day, White Out was announced as the winner. White Out will

be officially released in October 2010 & will be available as a Slurpee in 2011.

Doritos Quest

In 2008, Doritos debuted a mystery flavor known as "Quest." Featuring a campaign

of online puzzles and prizes to identify the Quest flavor. The flavor was later

identified as Mountain Dew

[Flavors and varieties

Current

MTN Dew (1964 – Present) – PepsiCo’s original and signature flavor in the

Mountain Dew family.

Caffeine-Free Mountain Dew (1976 – Present) – Non-caffeinated Mountain

Dew. Available in various parts of the United States. In Canada and

Australia, it is sold as regular Mountain Dew as neither country sell the

original Mountain Dew.

Diet MTN Dew (1984 – Present) – No-calorie Mountain Dew. Diet was

formerly known as “Sugar-Free Mountain Dew” until 1986. In 2006 Diet

Mountain Dew was reformulated with a new “Tuned Up Taste,” it is now

sweetened with a blend of sucralose, aspartame, and acesulfame

potassium. The previous formulation only used aspartame. Diet Mountain

Dew is currently Pepsi co's fastest growing carbonated soft drink.

Caffeine-Free Diet Mountain Dew (1984 – Present) – No-calorie, non-

caffeinated Mountain Dew. Available in limited locations in the United

States. In Canada it is simply labeled as “Diet Mountain Dew.”[

Diet Mountain Dew Fountain (1989 – Present) – A variation of Diet

Mountain Dew that uses treated water instead of carbonated water in its

formula Available as a fountain beverage at limited locations.

Mountain Dew Code Red (2001 – Present) – Cherry Mountain Dew. Code

Red is not the same as the original Mountain Dew Red. New Zealand

release replaces cherry with a generic berry flavor.

Diet Mountain Dew Code Red (2002 – Present) – A No-calorie No-sugar

cherry Mountain Dew. Available in limited areas only.

Mountain Dew Live Wire (2003 – Present) – An orange flavored Mountain

Dew. Live Wire was initially introduced in 2003 as a limited edition flavor

for the summer. In 2005, after seeing two years of limited summer releases,

Live Wire became a permanent addition to the Mountain Dew family.

However, availability is limited in some regions, and in many areas is

unavailable.

Mountain Dew Baja Blast (2004 – Present) – A tropical lime-pineapple

flavored Mountain Dew. Available exclusively as a fountain drink at Taco

Bell restaurants, although some found that the Mountain Dew Game Fuel

Alliance Blue (see below) limited edition flavor was similar to Baja Blast and

was sold in stores.

Mountain Dew MDX (2005 – present) – A Mountain Dew flavored energy

soda. It was named “Mountain Dew X” during its national test marketing

phase. Despite it being technically discontinued, it's still available in some

markets.

Mountain Dew Voltage (2008 – Present) – A blue colored raspberry-citrus

and ginseng flavored Dew. This flavor was one of the three “candidate

flavor” finalists for DEWmocracy's first “People’s Dew” national vote. It was

released in stores on May 19, 2008 as a limited edition flavor so that people

could taste test which flavor they like best before voting. It was announced

on August 17, 2008 that Voltage was the final winner; therefore, it became

a permanent addition. It was released on December 29, 2008. MTN Dew

Blue Shock Freeze (2008–Present) - A blueberry slurpee flavor

MTN Dew Thin Ice Freeze (2009–Present) - A blueberry flavored slurpee

MTN Dew Cherry Fusion (2009–Present) - A cherry flavored fountain drink.

It has a stronger cherry flavor than Code Red. Most stores usually just add

additional cherry syrup to the standard Code Red mix.

The first DEW mocracy trio, Voltage being the winner.

Mountain Dew Energy (2010) - UK exclusive. It mostly tastes the same as

its American counterpart, but has higher contents of caffeine and real

sugar. Not the same as Dew Fuel.

MTN Dew White Out (2010) – A white-colored citrus flavored Dew. This

flavor was part of the second Mountain Dew "DEWmocracy: Collective

Intelligence" promotion. It was released in stores on April 19, 2010 as a

limited edition flavor so that people could taste test which flavor they like

best before voting. It was announced on June 16, 2010 that White Out was

the final winner; therefore, it will become a permanent addition. It will be

officially released in October 2010. In 2011 it will also be available in

slurpee form. The taste and color are said to be similar to squirt.

Mountain Dew Throwback (2009-August 2010) – Mountain Dew made with

natural sugar (instead of HFCS) Packaging originally used a retro 70s/80s

logo for the label and when it re launched it used a white, red and green

color scheme featuring the iconic cartoon Willy the Hillbilly. The 2009

version's formula had real sugar and no orange juice, whereas the 2010

version's formula has orange juice in it. Throwback will be coming back to

stores for a limited time on July 31, 2010.

Discontinued

Mountain Dew Red (1988) – Fruit Mountain Dew. Red was the first

Mountain Dew flavor variation.

Diet Mountain Dew Red (1988) – No-calorie fruit Mountain Dew.

Mountain Dew Sport (1990–1991) – Only test marketed in several states,

as a Mountain Dew flavored sports drink.

Diet Mountain Dew Sport (1990–1991) – Only test marketed in several

states, as a no-calorie Mountain Dew flavored sports drink.

Mountain Dew Blue Shock (2001) – Berry-citrus flavored

Mountain .DewBlue Shock failed to sell in the test market, Chicago, and was

later released nationwide only in Slurpee form exclusively at 7-Eleven

stores, but now is available at select Marcus Theatres in Ice form. Brought

back briefly for a limited time in March 2007 and in July 2008.

Dew Fuel (2002–2007) – A caffeinated version of Mountain Dew offered in

Canada. Marketed as a natural health product and not as a soft drink due to

Health Canada regulations that only allow caffeine in 'dark-colored'

varieties of soft drinks such as cola and root beer. Originally called

“Mountain Dew Energy” until given its present name in 2006. In early 2007,

Pepsi-QTG Canada cited that Dew Fuel is out of production.

Dew Fuel Sugar-Free (2002–2007) – No-calorie Dew Fuel. The caffeinated

version of Diet Mountain Dew offered in Canada. Was originally called

“Mountain Dew Energy Sugar-Free” until 2006.

The second DEWmocracy trio, White Out being the winner.

Mountain Dew Pitch Black (2004) - Grape flavored Mountain Dew released

for the 2004 Halloween season.

Darth Dew (2005) – Tangy grape Mountain Dew Slurpee flavor. It was

available exclusively at 7-Eleven stores as part of a promotion for the

theatrical release of Star Wars Episode III.

Mountain Dew Pitch Black II (2005) – Sour grape Mountain Dew. Limited

edition flavor for Halloween. “Sequel” to the original Pitch Black.

Mountain Dew Pitch Black Freeze (2006) – A rerelease of Pitch Black in

slurpee form for the Halloween season. This was the last form of Pitch Black

released.

Mountain Dew Arctic Burst (2006) – A Mountain Dew Slurpee flavor

available exclusively at 7-Eleven stores as part of a promotion for the

theatrical release of Superman Returns. The Slurpee is blue in color and said

to taste like blueberry. While the official name is “Arctic Burst”, as seen on

the actual Slurpee machine, it has also been seen mislabeled under the

name “Arctic Blast” in some official online advertisements.

Kryptonite Ice (2006) – A Mountain Dew Slurpee flavor available exclusively

at 7-Eleven stores as part of a promotion for the theatrical release of

Superman Returns. The Slurpee is green in color and the flavor seems to be

tropical, like mango.

Sugar-Free Mountain Dew MDX (2005–2006) – No-calorie Mountain Dew

flavored energy soda.

Mountain Dew Clash (2007) – A blueberry flavored Mountain Dew that was

test marketed in select places in February 2007.

Mountain Dew Game Fuel (2007) – A limited edition citrus cherry

Mountain Dew flavor released in August 2007 to promote the release of

Halo 3, an Xbox 360 game. The taste of Game Fuel has been compared to

the energy drink Amp Overdrive, a drink sold under the Mountain Dew

brand name. This drink was made available again in 2009, and was sold

under the name "Mountain Dew Game Fuel Horde Red", marketing the

game World of War craft instead of Halo.

Dew Iced (2007–2008) – A Mountain Dew flavored smoothie that used to

be available exclusively at Cold Stone Creamery stores.

Mountain Dew Supernova (2008) – A purple colored strawberry, melon

and ginseng flavored Dew. One of the three “candidate flavor” finalists for

DEW mocracy's “People’s Dew” national vote, it lost to Mountain Dew

Voltage. It came in 3rd place.

Mountain Dew Revolution (2008) – A sky blue-colored, wild berry fruit and

ginseng flavored Dew. One of the three “candidate flavor” finalists for

DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew

Voltage. It came in 2nd place.

Game Fuel – WoW

MTN Dew Game Fuel Horde Red (2009) – Limited edition of the original

cherry-citrus flavor to be released as a promotion with World of Warcraft.

MTN Dew Game Fuel Alliance Blue (2009) – Limited edition Wild Berry

flavored released as a promotion with World of War craft.

Diet MTN Dew Ultraviolet (2009) – a purple-colored, mixed berry-flavored

version of Diet Mountain Dew available for three months in 2009; branded

as zero calorie Dew. It was released on August 3 at a first taste party in

Brooklyn, New York.

MTN Dew Distortion (2010) – A neon green-colored, lime flavored Dew.

Part of the second Mountain Dew "DEWmocracy: Collective Intelligence"

promotion. It lost to MTN Dew White Out, and came in 3rd Place.

MTN Dew Typhoon (2010) – A red orange-colored, tropical strawberry-

pineapple flavored Dew. Part of the second Mountain Dew "DEWmocracy:

Collective Intelligence" promotion. It lost to MTN Dew White Out, and

came in 2nd Place.

Non-Pepsi bottlers in U.S.

There are only three non-Pepsi franchises in the United States that make Mountain

Dew. When Mountain Dew was acquired by Pepsi, there were 56 franchise

agreements, 16 of which were not held by a Pepsi bottler.

West Jefferson Dr Pepper (WJDP) of West Jefferson, N.C. is the only bottler

in the U.S. to produce Mountain Dew with cane sugar (instead of High

Fructose Corn Syrup, or HFCS).

RC Cola Bottling of Winchester, Winchester, Va. markets caffeine-free

Mountain Dew and caffeine-free Diet Mountain Dew, and the products are

sold in the northern Shenandoah Valley of Virginia and in nearby West

Virginia.

Dr Pepper of Staunton, Staunton, Va. does not make Mountain Dew, but

instead buys it from regional Pepsi bottling plants. Their territory extends

from south of the RC Winchester territory to south of Staunton.

]Release in the UK

Mountain Dew was released to the UK market in the 1990s, however due to lack of

demand for the product, it was soon discontinued.

In April 2010, PepsiCo. announced through social networking sites that they were

launching "Mountain Dew Energy" into the UK energy drinks market and that it

would be first hitting retail stores on May 3, 2010 as a result of many online

petitions and emails PepsiCo. were receiving to bring the product back to the UK

In May 2010, Mountain Dew Energy was released in a number of locations.

A 500ml bottle of UK Mountain Dew Energy, distributed by Britvic Soft Drinks Ltd.

The UK product uses beta carotene rather than tartar zine for the color of the drink,

it also has a higher caffeine content of 18 mg/100ml rather than the 15.5 mg/100ml

used in the American product. There is a restriction on soft drinks in the UK

contaning Brominated Vegetable Oil(BVO) where the American market has no

such restrictions. Orange juice from concentrate is absent from Mountain Dew

Energy, unlike its US counterpart.

Urban legends

Two unfounded urban legends about Mountain Dew exist. One is that it causes

shrunken testicles and/or penis size. The other is that it lowers sperm count. Both

myths are typically attributed to the dye Yellow #5 ( tartar zine ).

Yellow #5 has never been scientifically linked to any of the alleged effects in the

legends, nor has any other component of the drink. Thus, there is no evidence that

Mountain Dew is any more hazardous (or beneficial) to health than other

caffeinated, sugar-sweetened soft drinks, provided one is not allergic to Yellow #5.

Brand Advantage

It is a soft drink that exhilarated like no other because of its daring, high-

energy, active, extreme citrus taste. Challenge, a can do attitude, adventure

and exhilaration is deeply entrenched in its brand DNA and the brand has

always celebrated the bold and adventurous spirit of the youth. This

exhilaration and excitement of Mountain Dew has always been reflected in

the high-adrenaline advertising of the brand that connected it to outdoor

adventure.

Did You Know?

"Darr Ke Aage Jeet Hai"

In 2007, the brand was re-launched with a completely new, punchier

formulation with communication that aimed at forging a strong emotional

connect with our audience. Thus came about the "Darr Ke Aage Jeet Hai"

campaign, which acknowledged that fear was a very real and relevant aspect

of the adventurous world and Mountain Dew, as a brand wanted to encourage

all youth in their moment of fear, to believe in themselves and just go for it

because beyond fear, lies victory.

MOUNTAIN DEW DONS NEW LOOK WITH GRIP PACK

PepsiCo India has once again demonstrated its edge in packaging innovation by

launching the first ever Mountain Dew Grip pack globally. The unique packaging

innovation that will glorify the experience of drinking Mountain Dew in a whole

new will be available in 600 ml PET at an attractive price of Rs 22.

Launching the new packaging innovation, Ms Alpana Titus, Executive Vice-

President – Flavours, PepsiCo India, said “We have always been at the forefront

of innovation – be it product or packaging. Mountain Dew Grip Pack is a perfect

on-the-go beverage option for consumers. The unique international styling of the

pack is globally patented and PepsiCo is launching this first time globally. We

have tried to build the masculine personality of Mountain Dew through the grip in

the pac

NIMBOOZ - Ekdum Asli Indian

Brand History

Nimbooz was launched in India this year on the 28th of February 2009. Latest

addition to portfolio of Pepsi Beverages.

Brand Advantage

The brand delivers very strongly on certain expectations. These are

Locally Relevant Taste

Nimbooz is a great tasting product which has capitalized on the existing

familiarity & behavior of high frequency consumption of unpackaged / Home

made nimbu pani. It has been true to its Asli Indian Identity by owning and

appropriating nimbu pani Codes such as the Matka (Earthen Pot) and

Squeezer.

Convenience and Great Value

The product is available in 3 convenient formats, 350ml PET, 200ml RGB

and 200ml Tetra at magic price points of Rs.15, Rs. 10 and Rs. 10

respectively.

Accessibility

Nimbooz is India’s first nationally available packaged Nimbu Pani.

Hygienic

It is just like home made nimbu pani, so that one can enjoy that natural and

delicious lemony refreshment anywhere you go.

SLICE - Pure Mango Pleasure

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly

went on to become a leading player in the category.

In 2008, Slice was relaunched with a 'winning' product formulation which

made the consumers fall in love with its taste. With refreshed pack graphics

and clutter breaking advertising, Slice has driven strong appeal within the

category.

Brand Advantage

With the launch of “Aamsutra” campaign in 2008 along with a winning taste

& most appealing pack graphics, Slice created disruptive excitement in the

category and celebrated mango indulgence like no other.

While other players have portrayed mango as a simple and innocent fruit,

Slice celebrates the indulgence and sensuality of consuming a Mango. The

creative idea “Aamsutra” communicates the art of experiencing pure mango

pleasure through the taste of Slice.

As a first ever by any brand in the Juice and Juice Drinks Category,

Bollywood’s reigning Diva, Katrina Kaif was signed on as the Brand

Ambassador on Slice.

Slice took INDULGENCE to a new level in 2009 with the launch of the

‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win

luxuriant all-expense-paid holidays to their dream European destinations like

Paris, Vienna, Greece and Venice.

MIRINDA- Orange Dikha To Mooh Bola Mirinda

Brand History

Mirinda is an international soft drink brand from Spain that was launched in

India in 1991.

Now when we think Mirinda, we think orange. But this soft drink brand has

many other fruit flavours; Mirinda Lemon was launched in 1998 & other

flavors like Apple & Batberry that were launched as in & outs.

Mirinda has always been about a great orange taste, which is now

synonymous with the brand. These were communicated through our great

campaigns; the memorable Mirinda Men to Taste Aisa Chaye Character Fisla

Jaye.

Brand Advantage

In 2008, the brand decided to up the ante on the brand from a being led by

physical attribute-taste, to deliver a brand philosophy that resonates with the

audience. Now, Mirinda's bold and vibrant colour, great orangey taste and

sparkling bubbles encourages one to be more carefree, spontaneous and

playful.

With an endeavour to give our consumers a great tasting product to delight

them continuously, we have reformulated & improved its taste - first in 1996,

then in 2002. And what’s more, Mirinda is now made without any artificial

flavour in it!!!!

TROPICANA

Brand History

Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now

enjoyed almost everywhere in the world. Carefully nurtured for over 50

years, it has matured into one of the most respected beverage brands. Today it

is the World's no. 1 juice brand and is available in 63 countries. Since 1998, it

has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-

launched as Tropicana 100% in year 2008

Brand Advantage

It continues to select the best in fruit to craft high-quality juices, create

original products, pioneer innovative processes and explore new markets for

its products. It is devoted towards a healthful lifestyle by ensuring that the

products are naturally nutritious and provide the daily benefits that one needs.

Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as

Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).

AQUAFINA - The Purest part of you

Brand History

Aquafina was first launched in USA in the year 1994 and with its unique

purification system and great taste, Aquafina soon became the best selling

brand in the country.

In India, Aquafina’s journey began with the Bombay launch in 1999 and it

was rolled out nationally by the year 2000. On the strength of its brand appeal

and distribution, Aquafina has become one of India's leading brands of

bottled water in a relatively short span.

Brand Advantage

Aquafina goes through a 5 step state-of-the-art purification process to give

consumers pure water and perfect taste every time.

Aquafina has been built through refreshing and edgy advertising. The ‘What a

Body’ campaign has enabled the brand to drive modern, premium, and

youthful brand imagery in an otherwise undifferentiated category.

Bottled across India in 19 plants, Aquafina ensures its availability across

more than half a million outlets. To cater to varied consumer needs and

occasions, it is available in various pack sizes like 300ml, 500ml, 1 ltr, 2 ltr

bottles and in bulk water jars of 25lts. 

Aquafina is the face of PepsiCo’s water conservation initiatives and builds

awareness on Pepsico’s efforts to replenish and restore the water table through its

pack-labels.

All these flavors are provided at different sizes which gives the company greater

chances to tap the market. There are certain outlets which prefer certain quantity of

flavors, for this reason the quantities vary.

All these beverages are classified as under:

PET (Poly Ethyne Titrate)

RGB (Returnable Glass Bottle)

CSD (Carbonated Soft Drink)

BSD (Bottled Soft Drink)

LRB (Light Refreshing Beverages)

CURRENT HAPPNINGS IN THE COMPANY

The Indian arm of PepsiCo has become the first of its global units to put more

water back into the environment than it consumes. The beverage giant has

achieved ‘positive water balance’ by recharging 6 billion litres and using 5.17

billion litres during 2009 with a net saving of 836 million litres. PepsiCo, which

has 45 beverage bottling and snacks plants in India, said the figures were verified

by audit firm Deloitte Touche Tohmatsu India.

“As the first business in our system and probably the entire beverage world to

conserve and replenish more water than it consumes, PepsiCo India is a huge

inspiration for all of us. I am proud of this accomplishment,” PepsiCo Chairman &

CEO Indra Nooyi told ET. The India model will be replicated in PepsiCo’s other

markets which face water scarcity, such as China.

Pepsi WOWs youngsters with its new thematic campaign

'Youngistaan ka WOW'

In 2008, Pepsi introduced the concept of

Youngistaan. Within 2 years, Youngistaan has

become a term that encapsulates today’s youth and

is used all across to identify them. 

The 2010 campaign of Pepsi celebrates the spirit of Youngistaan - the audacious

self belief that the youth of today live their lives by. The confidence with which

today's smart, young, spontaneous youngsters overcome obstacles or conventions

that come in their way, and achieve what they want!

The new baseline -Youngistaan ka WOW really underlines the fact that today's

Youngistaanis refresh and surprise the world with their new thoughts and smart

acts, acts that just make the world around them go 'WOW'!

And while the youth of today create WOW with their mental s marts and

confidence, Pepsi - the cola, creates WOW with its refreshment!

Speaking of the experience and his take on

the new line, Ranbir said, “Pepsi refreshes

the Youth and the youth Wow the world. The

two go together. For me Youngistaan ka

Wow reflects what we see around us, the youth

making things happen, achieving things their

own way and on their own terms like “Sid” in

the movie Wake up Sid."

ADVERTISING & PUBLICITY

Pepsi Co. is one of the biggest and spenders in India. It is also one

of

biggest global ad spenders. It has long a list of endorsers from

pop star

Ricky martin to file stars Shahrukh Khan, Amitabh Bacchan etc. &

Cricket

stars Sachin Tendulkar, V.V.S Laxman, Harbhajan Singh etc.

Hindustan

Thompsom Associates, the big gets advertising agency of India

has the

account of Pepsi Co. is known for its board cast advertising but it

also spends lot in non board cast advertising i.e. hoarding,

banners, posters stickers, specialties, hangar ,dealer board, glow

signboards, wall painting and news paper. The expenses on these

type of advertising are made at territory or level. LUCKNOW

territory has assigned two local advertising agencies D.

Associates and Krishna for its territorial advertising.

RESEARCH METHODOLOGY

INTRODUCTION

Business research can be defined as a systematic and objective

process of gathering, recording and analyzing data that provides

information to guide business decisions. It is used either to

understand market trends, to find the optimal marketing mix, to

devise effective HR policies, or to find the best investment

options.

In the present fast track business environment marked by

cutthroat competition, many organizations rely on business

research to gain a competitive advantage and greater market

share. A good research study

helps an organization understand processes, products, customers,

markets

and competition and to develop policies, strategies, and tactics

that are most likely to succeed.

ROLE OF BUSINESS RESEARCH IN DECISION-

MAKING

For effective planning and implementation of business decisions,

accurate information about the internal and external business

environments

is of primary importance. The key objective of business research

is to provided accurate, relevant, and timely information to the

top management, so that they can make effective decisions.

The business decision-making process in an organization going

through

the following key interrelated stages:

Problem/opportunity Identification

Problem/opportunity prioritization and selection

Problem/opportunity resolution

Implementing the selected course of action

Business Research helps the management in each of the stages

by providing useful and timely information

RESEARCH DESIGN

A research design is the arrangement of conditioned for collection

and

analysis of data in a manner that aims to combine relevance to

the research purpose which economy in procedure. Main

characteristics of research design can be summarized in two

words-

1- Anticipation

2- Specification

My research design is “DISCRIPTIVE RESEARCH DESIGN”

In my research, researcher has conducted a market Survey of the

Anti

Pepsi Outlets in Lucknow area.

OBJECTIVE OF RESEAECH:-

To study the effect of advertisement on the sale of pepsico.

To analyze, interpret and study the entire beverage market of Dehradun

Comparative study of the various brands, packs and flavors available in the

market.

To assess the reach and feasibility of the product and give the output for

further investment for enhancing the distribution network along with

assessing the efficiency of the current distribution system.

Assess the promotional measures in the context to the sales of PEPSI.

As obvious that any company is concern with the increase in sales of its products,

the project is in line with the companies’ objectives and all steps incorporate in the

project were directed to give an overview so as to attain its objectives.

TYPE OF RESEARCH:

The basic types of research are as follows :

1.Descriptive research:

The major purpose of this research is description of the state of

affairs as it

exist at present.

2. Analytical Research:

In this research, the researcher has to use facts or information

already

available these to make, and analyze these to make a critical

evaluation of

the material.

3. Applied research:

It aims and finding a solution for an immediate problem facing a

society or an industry/business organization.

4. Fundamental research:

It mainly concerned with generalization & with the formulation of

a theory

5. Quantitative Research:

It is based on the measurement of quantity or amount. It is

applicable to

phenomena that can be expressed in terms of quantity.

6. Qualitative Research:

It is concerned with the qualitative phenomenon, i.e., phenomena

relating to or involving or king.

7. Conceptual Research:

It is related to some abstract ideas or theory.

8. Empirical Research:

It is data- based research, coming with a conclusions which are

Capable of

being verified by the observation and experiment.

9. Diagnostic Research:

Such a research fallow case –study method or in depth

approaches to reach the basic casual relation.

10. Exploratory Research:

The objective of this research is the development of hypothesis

rather than

their testing.

Census Method

In this analysis Marketer have used census method instead of

Sampling

Method. Marketer have surveyed all retailers which do not sale

Pepsi or sell very less and come under Shukla Sales Distributor at

Sitapur Road , Lucknow.

STEPS IN THE RESEARCH PROCESS

1. Identifying & Defining Problem/ Opportunity

2. Planning the Research Design

3. Selecting a Research Method

4. Selecting the Sampling Procedure

5. Data Collection

6. Evaluating the Data

7. Preparing and presenting the Research

Report

LIMITATIONS

1. Sometimes people behave artificially and it leads to faulty conclusions.

2. During the survey I found that consumers were not interested to answer

the questions that were given to them.

3. Some respondents were reluctant to divulge personal information which

can affect the validity of all responses.

4. In a rapidly changing industry, analysis on one day or in one segment can

change very quickly. The environmental changes are vital to be

considered in order to assimilate the findings.

5. People i.e. the consumers were having the less information about the

company various product.

What are the functions of advertising?

According to the definition committee of the America

Marketing association “Advertising is any paid form of non

personal presentation and promotion of ideas, goods or

services by an identifiedsponsor”.

Advertising is non-personal because it is directed to group of

people rather then specific individual. It communicates the

information about the product, Its benefit and use. The

identified product orwho pays for advertisement to be released

in the mass media or communication channel. That reaches to

the group of people. There are various function of advertising,

which it performs towards business, consumers and general

public. These are establishes below

1. To communicate product information: - To

communicate about a product is the most important function

of advertising. An advertising always communicate about the

uses of product, its benefit to the consumers its features,

price etc. To sell a product in today’s competitive world, it is

more important to communicate that product more

accurately to the consumers. Advertising is the great tool,

which is helping the people in promotion of various brands.

For example with help of advertising, “ Hero Honda” is

promoting its new range of bikes. They are communicating

the features of there new brand like “ Splendor plus” which

according to them has more features then splendor with

stylish light and few modification likewise “Kelvinator” is

promoting there range of refrigerator they are saying that

their refrigerator are equipped with “Bio-fresh technology”,

which keep the food and vegetables fresh for 24 hours.

2. To differentiate product from their competitor: - To

survive in this rapidly changingbusiness environment, the

product must be different form others or it must have an

edge over the others available brand and then that edge

must be communicated in a very well performed by

advertising through its various media or channels.

Advertising always helps people to differentiate their product

from others.

For example, large super markets or store likes “life-

style”,”Ebony” etc. They always advertise that you can buy

most of the things from there stores like cloths of every

range and for every age, also kitchen goods, furniture etc. for

which in an ordinary market, you have to spend whole day to

find out different shops for different above mention things.

Another example is of ICICI bank they are saying that they

are offering home loan at the lowest rate of interest of 8.25%

for 20 years as compared to other area.

3. To urge product use: - With the help of advertisement,

people create an urge in the market to set their products.

With the help of advertisement they after various kind of

discounts, gives very attractive offers etc. just to increase

their sake by creativity an urge.

These people are using different medium like T.V., magazine,

newspaper, banners, road show etc.

For example the latest example of Coca-Cola which is offering

a nestle chocolate free with 2 pack. “ Kawasaki Bajaj” is

offering VCD worth Rs. 4,000 free with its new launch bike

Wind”. Thus these kinds of scheme advertised by various

companies always increase the

urge regarding their products.

4. To increase Brand loyalty & performance: - A clear

advertisement message gives a reason to prefer a brand over

the other competitive brands & that performance slowly and

steadily will charge into brand loyalty.

For example pharmaceutical industries, industries involving

in technical products where they have sufficient sales force to

promote the company brand. Continuous visits of sales

person with various kinds of promotional input reminders and

scientific data regarding a

brand will work as on advertisement to that customer and

that customer slowly and steadily with become brand loyalty.

5.To educate consumers: - This is one of the most

important functions of advertising, people come to know

about various products, their usage, benefits and who are

their contradictors. In this manner, advertising always

educates consumers.

For example, various kinds of road shows conducted by

Phillips or Touch tell always improves the knowledge of the

consumer regarding the respective brand name.

6. To improve the living standard of people: -

Advertisement always creates awareness regarding the new

improved brand in the consumer’s mind and in the way, it is

increase the living standard of the people. For example,

advertising regarding digital invention, cell

phones, laptops etc.

7 To improve quality of products: - Advertising also

improves the quality of products by increasing the

competition between the different competitors.

8. To create demand in market: - Advertising makes

people aware of new products and new use of existing

products. It attracts attention, creates interest and

awareness desire among answers. It widens the market for

the product and help increase sales.

9. To build new brands, advertising is necessary.

10. To build goodwill: - Advertising helps to build an image

create goodwill amongst existing and customers, employee,

stockholders, government, finance institution and the community.

CONCLUSON

The summer training project was focused on “to study the

effect of advertisement on sales” The advertisement of

PepsiCo is superior than coca-cola but from some time its

market share has come down due to various reasons. In India the

company is running with very fast speed. The popularity of Pepsi

is better than coke. It has bright future. It has democratic and

communicative style of functioning.

FACTS AND FINDINGS

Q1 From where you came to know about the brand ?

0%

10%

20%

30%

40%

50%

60%

70%

T.V Ads

Magazines/news-papers

Displays

Wall paintings/Hoard-ings

66% of

the respondents said that T.V Ads are the best medium of sales

promotion,22% said that magazine/newspapers are the best medium of sales

promotion,8% said displays and 4% said wallpaintings/Hoardings are the

best medium for sales promotion.

Q-2 How do you find the advertisements of mountain dew?

7%

30%

60%

2% 1%

Best

Better Than Others

Good

Bad

Worst

Q.3.The rate of mountain dew is perfect or not?

27%

40%

15%

10%

8%Strongly Agree

Agree

Neither Agree Nor Disagree

Disagree

Strongly Disagree

Q-4 Which kind of promotional activities do you like the most?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Combo Packs

Prizes

Gift Vouchers

UTC schemes

BIBLIOGRAPHY

BOOKS :--

1) Kothari C.R Research Methodology second revised edition , New AgeInternational publisher , p.p 135 to 150.

2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy Edition ,Prentice hall INDIA P.P 336 TO 380.

NEWSPAPERS :--1) The Hindustan times2) The Times Of India3) The Hindu4) The Telegraph

Magazines :--1) Advertising Management2) Business India3) Business Today4) Business World

Website :--

www.pepsiworld.comwww.pepsico.comwww.google.com

ANNEXTURE

QUESTIONNAIRE

Name : _______________________________________

Gender : Male Female

Age :

Contact No. : _______________________________________

Q.1. Do you have soft drink ?

Yes No. If no interview is terminated

Q.2.Which soft drink do you prefer the most ?

Pepsi Coca cola Both Other

If other than specify ______________________________________________________

Q.3.Do you like the mountain dew of PepsiCo?

Yes No

If no than specify

Q.4. Which quantity of soft drinks you have?

200 ml 300 ml 500 ml 2 lit. All.

Q.5.The rate of mountain dew is perfect or not?

Yes No

Q-6 What do you prefer more?

Glass bottles Pet Bottles

Cans Party pack

Q.7From where you came to know about the brand?

T.V. adv. Magazines\Newspaper

Display Wall painting\Hoarding

Q.8 How do you find the advertisement of mountain dew ?

Best Better Good

Bad Worst

Q.9 The advertising of the Soft Drink you like the most is appealing.

strongly agree Agree neither agree nor disagree

strongly disagree

Q.10 Which kind of promotional activities do you like the most?

Combo packs Gifts vouchers

Prizes Other

Q.11Any suggestion

________________________________________________________

________________________________________________________

________________________________________________________

Thank you

Glossary terms

PET (Poly Ethyne Titrate)

RGB (Returnable Glass Bottle)

CSD (Carbonated Soft Drink)

BSD (Bottled Soft Drink)

LRB (Light Refreshing Beverages)

BIBLOGRAPHY

Books:

Marketing Management – “Philip Kotler”

Research Methodology – “C.R. Kothari”

Web Sites

www.google.com

www.pepsico.com

www.coca-cola.com

www.ask.com

www.wikipedia.org