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VISHWANATH PARUIMMM - 16

Prof V. SUBRAMANIAN

MARKET RESEARCH OF PEPSI INDIA

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BOUT PEPSI

PepsiCo Inc.is an American multinational food and beverage

corporation headquartered in Purchase, New York, United States.

PepsiCo is the second largest food & beverage business in the world.

Pepsi was first introduced as "Brad's Drink" in New Bern, North

Carolina, United States, in 1893 by Caleb Bradham.

PepsiCo has been operating in India since 1989. According to market-

research company Euromonitor International, PepsiCo accounted for

37% of carbonated soft drink sales in India in 2011, trailing Coke, which

accounted for 60%.

In the cola battle, Pepsi enjoys a comfortable lead over Coke's

flagship Coca-Cola, accounting for 15% of the country's cola sales in

India, compared with Coke's 8.8%, according to Euromonitor.

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Frequently changing slogans according to current market trend as per

India

19901991 : "Yehi hai right choice Baby, Aha"

19961997 : "Pepsi There's nothing official about it

19992006 : Ye Dil Maange More

2000 : "Pepsi ye pyaas heh badi

2009 : "Yeh hai youngistaan meri jaan2009 : "My Pepsi My Way"

2011 : "Change the game"

2013 : "Oh Yes Abhi"

A brand fresh slogan does always create a successful brand.

It is the only way that makes the brand more noticeable,

identifiable, and preferable a place like India.

MARKETING

RESEARCH

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S. W. O. T ANALYSIS

STRENGHT :

Product Diversity

Large number of products

Successful marketing and advertising campaigns

Competency in mergers and acquisitions

Pesticide regulation in India

Social Practices in India called, positive water balance

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S. W. O. T ANALYSIS

WEEKNESSWrong Advertisement (using tap water but labeling it as mountain spring

water)

Low pricing

Weak brand awareness

Too Low net profit margin

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S. W. O. T ANALYSIS

THREATS

Changes in Consumer Tastes

Water Scarcity In Country like India

Decreasing gross profit margin

Legal requirements to disclose negative information

on product labels

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THANKYOU