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.

1. BRANDING, MARKETING
STRATEGIES AND COMPETETIVE
ANALYSIS OF
PEPSI INDIA
SAURABH SHARMA
(MBA/Q1R07/A22)

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. 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. 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. 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. Sample Size and Tools
 Questionnaire – 155 respondents.
 Personal Interview – 27 respondents.

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. Expectations of Consumers from
Pepsi
Fizzy
drinks
Fruit
drinks
20%
26%
Energy
drinks
Alcoholi
c drinks
14%
40%

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. 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. Brand Ambassador Liked by
Customer the Most
Others
Shahrukh Khan
Ranbir Kapoor
MS Dhoni
0
20
40
60
80
100
120

12. Findings and Suggestions
 The Brand Pepsi India and worldwide is very strong and

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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. Suggestions
 Pepsi has strong presence, so they can strengthen it by

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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. Conclusion
 The Brand Pepsi is very strong and has good influence on
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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.