STUDY OF PEPSI ‘sBEVERAGE INDUSTRY IN INDIA SUBMITTED TO:- Prof A.N.BHATTACHARYA 1.ANKUR PANDEY 2.V. SATYA DEEPAK 3.DEEPALI SRIVASTAVA 4.AGAM GUPTA 5.MOHIT KAPOOR
CONTENTS Introduction Current position Pepsi & its segments STP Marketing mix & 4p’s SWOT analysis Problems Alternate solutions
INTRODUCTION Pepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1926, Pepsi received its first logo redesign since the original design of 1905.
Current Position PepsiCo is the second largest food and beverage company in the world. It manufactures markets and sells a variety of salty, sweet and grain-based snacks, carbonated and non-carbonated beverages PepsiCo seeks to achieve growth and long-term value in its operational activities by creating competitive advantages through new product innovation In 2006, PepsiCo acquired Izze Beverage Company Naked Juice and Stacys Pita Chip Company in the US, Star Foods in Poland, and Bluebird Foods in New Zealand. It has expanded its presence in the non carbonated drinks as well as snacks The company’s volume grew by 5.5% in 2006 compared with 2005 In 2007, the company plans to expand its market share through further acquisition and joint ventures. In 2009, company has its revenue upto 43.2 Billion US$ and its net income was 8.04 Billion US$.
SEGMENTATION,TAGRETING & POSITIONING (contd…) Basing upon the demographic & geographic needs AGE GENDER TASTE & PREFERENCES BEHAVIOURIAL Targeting the market of the urban & rural India Positioning & trying to create an image or identity in the minds of their target market for its product or brand or organization.
THE MARKETING MIX-4 P’S WITH SPECIALREFERENCE TO PEPSI:
4P’s IN DETAIL Product All the soft drinks & the food products in the industry Price The price of the products with respect to the Indian scenario Place The urban & rural markets where the products have to be marketed Promotion The effective use of ads for boosting up the sales
Non-Carbonated and other Competitor’s Substitutes
PROBLEMS Lack of efficiency in distribution network in some product lines. For e.g. My can and Aliva. Lack of emphasis on the brand value in advertisements. For e.g. Aliva and Kurkure. Lack of efficiency in product market survey before the launch of products. For e.g. Pepsi blue and Kurkuredesi beats. The target market is youth and the taste is not in relation with the taste of target market(Pepsi is too sweet)