PepsiCo has invested over $1 billion in India since 1989 and provides direct or indirect employment to 200,000 people. The company's chairperson announced plans to double manufacturing capacity in India by 2020. PepsiCo entered India in 1989 and has since built 62 plants across the country. It has a strong brand portfolio in food and beverages but faces threats from aggressive competition and changing consumer tastes.

1. Presented By :
Ashish Pandey
Arvind Sharma
Cheenu Kansal
Aditya Vardhan
Allam Divya Sanjana
Anshul Masih

2. PepsiCo. India Ltd.
PepsiCo India and its partners have
invested more than U.S.$1 billion since 1989.
PepsiCo claimed that it provides direct and
indirect employment to 2,00,000 people in India.
PepsiCo’s Chairperson Indra Nooyi
announced that the company will double
its manufacturing capacity in India by 2020.
PepsiCo. entered India in 1989 .
The company has built 62 plants for food and beverages
across the country.
Headquarter in Gurgaon, India

3. Strength
 Strong brand portfolio
in f&b industry.
 High level of customer
loyalty
 Extensive global
production and
distribution network.
Opportunity
 Diversify its businesses,
by acquiring or creating
alliances with other
complementary firm.
 Can improve its brand
image by involving in
more CSR activities
Weakness
 No presence outside
the f& b industry.
 Weak marketing to
health-conscious
consumers.
Threat
 Aggressive competition
with Coca-Cola.
 Increase in number of
companies in food
sector .
 Changes in consumer
tastes

4. Beverages:
Pepsi, 7up, Mountain Dew,
Mirinda, Slice, Nimbooz,
Gatorade, Aquafina
Food Products:
Lays, Kurkure, Cheetos,
Uncle Chips, Lehar, Quaker
Oats, Aliva
• Price is based on
competition.
• Offers various size and
packaging at different
prices.
• Lowe prices to its top
retailers.
• Recyclable plastic bottle.
• Sold in almost every
retail store, restaurants,
theatres and in vending
machines.
• Starts selling its product
in virtual stores as well
like snapdeal.com
• Advertising through
various campaigns and
celebrity endorsements.
• Use direct marketing
• Digital Marketing

5. Threats of substitute
• Significant
• Low switching cost
• Nutritious (Real,
Tropicana, etc. )
Bargaining Power of Supplier
• Insignificant
• Higher number of suppliers
• Lack of Uniqueness in raw
materials
Bargaining Power of
Buyers
• High
• Low switching cost
• High access to product
information
Competition among
existing firms
• Highly competitive
• Coca Cola primary one
with parallel range of
products.
Effect of Complementary Products
• Moderately significant
• Combo packages at food
chains
• Complements with mild snacks
Threat of new entrants
• Insignificant
• Established Brand
• High branding costs &
limited resources for
new firms
Porter’s Six Force Model for PepsiCo. India

6. STP Analysis of PepsiCo. India
Segmentation
Geography : Urban,
Rural and Semi-Urban
and also by climatic
conditions.
Demography: Age,
Gender, family Size and
Income group.
Consumer Preference:
Diverse needs of the
consumer.
Targeting
Target the youth using
various advertisement
campaign.
Target most of places in
both urban and rural
areas.
Target the diverse
consumer.
Positioning
Pepsi, Mountain Dew,
7Up, Mirinda are
positioned as the
refreshing carbonated
drinks.
Tropicana juices and
Pepsi Diet as the
healthy product and
Gatorade as a sport’s
drink.

7. Research Methodology
Objective :
 To analyse the market share of PepsiCo India in the soft
drinks segment.
 To determine the buying behaviour of the consumers.
Data Collection :
A consumer survey using random sampling technique is
done for a sample size of 100 respondents with the help of
a questionnaire.

8. Coke
28%
Pepsi
16%
ThumbsUp
17%
Mountain
Dew
13%
Sprite
7%
7Up
5%
Fanta
7%
Mirinda
0%
Limca
2%
Other
5%
Coca-
Cola
61%
PepsiCo
34%
Others
5%
Research Analysis

9. PepsiCo India Coca-Cola Company
Average Rating (out of 5) Average Rating (out of 5)
Pepsi 3.1 Coke 3.3
Mountain Dew 3.4 Thumps Up 3.4
7Up 3.0 Sprite 3.2
Mirinda 2.8 Fanta 2.6
Consumer Rating
1
18
1
3
23
3
23
1
3
17
7
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Below 18
18-30
Above 30
Daily 2-3 times a week Once a week Occasionally
Consumption Report

10. 1
6 11 4 1
6
7
18 5 1
10 17
24 10 2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Party Home College/Work Restaurant Others
Glass bottle Can Plastic bottle
Buying Behaviour
Taste
66%
Availability
12%
Price
2%
Packaging
2%
Quality
18%

11.  Stronger variant of Pepsi should be introduced.
 Improve the taste of Pepsi.
 Apple flavoured drink.
 Install Vending machines with a contract to retail only PepsiCo’s
products.
 Should introduce new packaging similar to a beer bottle(easy to
open)
 PepsiCo. Should reintroduce their game (Pepsi-Men) for
smartphone devices.
 Collaborating /Acquiring new supply chains .
 Concentrate on promoting Mirinda.
 Start campaigns on current topics to improve its brand image.
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