BRANDING, MARKETING
STRATEGIES AND COMPETETIVE
ANALYSIS OF
PEPSI INDIA

SAURABH SHARMA
(MBA/Q1R07/A22)
INTRODUCTION:

psiCo is a world leader in convenient snacks, foods and beverages
th revenues of more than $60 billion and ...
Objectives of the Study
 To study Branding and Brand positioning

strategies of PEPSI Co. India.
 To study Advertising a...
Research Methodology
 The research project was exploratory in nature.

The aim was to analyze the existing customer
base....
Swot Analysis of Pepsi Co.
India
Strengths

Weaknesses

• Youthful Image
• Power-packed celebrity endorsement
• Diverse ar...
Sample Size and Tools
 Questionnaire – 155 respondents.
 Personal Interview – 27 respondents.
Drinks Preferred by Customer
Diet Pepsi, 1, 1%
Lemon, 20, 11%

7up, 38, 21%
7up
Slice
Nimbooz, 25, 14%

Mirinda
Mountain
D...
Expectations of Consumers from
Pepsi
Fizzy
drinks

Fruit
drinks

20%

26%

Energy
drinks

Alcoholi
c drinks

14%
40%
Opinion about Pepsi Drinks
Opinion about Pepsi Products
Bad

Below Satisfactory

Satisfactory

Good

Excellent
0

20

40
N...
Comparative Analysis between
Pepsi and Coke
10
9
8
7
6
5

Coke
Pepsi

4
3
2
1
0
Taste

Quality

Pricing of
Product

Brand
...
Brand Ambassador Liked by
Customer the Most
Others

Shahrukh Khan

Ranbir Kapoor

MS Dhoni

0

20

40

60

80

100

120
Findings and Suggestions
 The Brand Pepsi India and worldwide is very strong and








customer have very strong ...
Suggestions
 Pepsi has strong presence, so they can strengthen it by







building more brand loyal customers.
Mor...
Conclusion
 The Brand Pepsi is very strong and has good influence on









minds of customers. Position on Pepsi h...
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This presentation is all about the marketing strategies and competition level which is facing by PEPSI in INDIA.
this presentation has been made after a live project in jaipur city under the pepsi's biggest bottler VARUN BEVERAGES.

Published in: Marketing, Business
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Branding, marketing strategies and competetive analysis of

  1. 1. BRANDING, MARKETING STRATEGIES AND COMPETETIVE ANALYSIS OF PEPSI INDIA SAURABH SHARMA (MBA/Q1R07/A22)
  2. 2. INTRODUCTION: psiCo is a world leader in convenient snacks, foods and beverages th revenues of more than $60 billion and over 285,000 employees. •Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts. •Pepsi has always been brand that embodies the most prevalen sentiment. Over the years as „youth‟ has evolved, so have Pepsi positioning and language. It has, however,consistently stood for the youth stands for – right from „Yeh Dil Maange More‟ to „Yeh Hai Youngistaan Meri Jaan‟.
  3. 3. Objectives of the Study  To study Branding and Brand positioning strategies of PEPSI Co. India.  To study Advertising and various Marketing strategies of PEPSI Co. India.  To do competitive analysis of Coke and Pepsi.
  4. 4. Research Methodology  The research project was exploratory in nature. The aim was to analyze the existing customer base.  Two research tools:  Questionnaire (Primary data)  Functioning and working of PEPSI India (Secondary Data).
  5. 5. Swot Analysis of Pepsi Co. India Strengths Weaknesses • Youthful Image • Power-packed celebrity endorsement • Diverse array of products – High Stability • Strong distribution system • High brand value in the market • Certain products are perceived unhealthy • Drinks product portfolio is carbonated heavy • Controversies • Pesticide issue • Ground water issue SWOT Opportunities Threats • Increasing middle class with higher disposable income • Increased consumer spending on food • Health conscious consumers • Coca Cola‟s increasing market share • Regional players gaining foothold • Shift towards non-carbonated beverages
  6. 6. Sample Size and Tools  Questionnaire – 155 respondents.  Personal Interview – 27 respondents.
  7. 7. Drinks Preferred by Customer Diet Pepsi, 1, 1% Lemon, 20, 11% 7up, 38, 21% 7up Slice Nimbooz, 25, 14% Mirinda Mountain D Slice, 22, 12% Pepsi Nimbooz Diet Pepsi Pepsi, 47, 27% Lemon Mirinda, 10, 6% Mountain, 14, 8%
  8. 8. Expectations of Consumers from Pepsi Fizzy drinks Fruit drinks 20% 26% Energy drinks Alcoholi c drinks 14% 40%
  9. 9. Opinion about Pepsi Drinks Opinion about Pepsi Products Bad Below Satisfactory Satisfactory Good Excellent 0 20 40 NO. OF RESPONDENTS 60 80 100 120
  10. 10. Comparative Analysis between Pepsi and Coke 10 9 8 7 6 5 Coke Pepsi 4 3 2 1 0 Taste Quality Pricing of Product Brand Satisfaction Innovativeness
  11. 11. Brand Ambassador Liked by Customer the Most Others Shahrukh Khan Ranbir Kapoor MS Dhoni 0 20 40 60 80 100 120
  12. 12. Findings and Suggestions  The Brand Pepsi India and worldwide is very strong and       customer have very strong perception about Pepsi. Pepsi and 7 UP are the most trusted brand and soft drink of Pepsi Co. as reviewed in the survey. As most of the customers are health conscious, they expect Pepsi to launch more of a Healthy and Energy drinks. The opinion about Pepsi products is very good and brand is showing encouraging sign of growth. In competitive analysis, the competitor Pepsi takes over Coke in factors such as Pricing and Innovativeness of drinks. Pepsi is trusted by people survey over Coke, over factors such as Taste, Quality, Brand and Satisfaction. The TV commercial such as “Change the Game” has created huge impact on Pepsi sales.
  13. 13. Suggestions  Pepsi has strong presence, so they can strengthen it by      building more brand loyal customers. More events should be sponsored by Pepsi, like IPL, charity shows, Reality shows etc. Promotions in form of offers, gift coupons should be started in order to attract customers. Pepsi can try to innovative in order to attract youth. The company has always been pioneer in innovations. The company should focus to bring some more flavors like health drinks and other low-calorie offerings. Pepsi can also introduce some fruit based drinks, as it has already entered the energy drink arena. The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from the market and try to solve it without any delay to establish its own good credibility.
  14. 14. Conclusion  The Brand Pepsi is very strong and has good influence on     minds of customers. Position on Pepsi has strategically outnumbered Coke and other competitors. The data has clearly indicated that Pepsi products are more popular than the products of Coca Cola because of its TASTE, BRAND NAME, INNOVATIVENESS and AVAILABILITY. Thus it should focus on good taste so that it can capture the major part of the market. The study also indicated that the consumers are very satisfied with the Pepsi products and purchase them without any specific occasions. Pepsi is promoting its products well through Various TV commercials and is reaching masses. Pepsi mainly associates its brand with Youth and innovativeness.
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