PepsiCo’s

Deal with
iMA
NEERAJ TIWARI
ANOOP SHUKLA
TIRTHANKAR BASU
 ABOUT THE
In 2008, FritoLay CASE
India, the snack foods division of PepsiCo
signed a deal with the IMA.

According to deal IMA would promote its bands

Tropicana and Quaker Oats.

Analyst felt that this deal is not according to law and

not ethical.

Another group of analyst felt that this deal would

provide PepsiCo opportunity of taking advantage of the
growing health and wellness market in India.
 Quaker's power-packed line of popular brands
expands our portfolio with a wide range of
healthy food choices.
Quaker brands have been around for over a
century. They are symbols of quality, great taste,
and nutrition.
It is among the four largest manufacturers of
cold cereals with popular brands like CAP’N
Crunch® and Life®.
Tropicana, the strongest name in juices, extends the
PepsiCo Portfolio of brands with plenty of nutritious,
high-quality flavors
Tropicana Products, Inc. is the leading producer and
marketer of branded fruit juices

Tropicana is dedicated to using natural resources in

a responsible manner for its products.
HELTH AND WELLNESS AGENDA OF
PEPSCICO
Focus on Research and Development (R&D) to
make its existing offerings healthier.

Introduce healthier variants of existing products.

Expand the company’s snacks offerings by including

healthier products such as Quaker Oats.

Make efforts to address the calorie problem by

encouraging the adoption of active lifestyle especially
for school-going children
 CRITICISM

This deal is unethical and illegal as the code of ethics for

doctors.

IMA had received Rs. 5 million to endorse the brands.

Some doctors castigated the IMA for getting into deal.

According to ministry of health, endorsing commercial

product is not a good strategy
 BENEFITS FOR PEPSICO

Improve its image in the eyes of the consumers and investors.

Reduced criticism by critics.

Increase in sales.

Increase in market share.

Competitive advantage.
SEGMENTATION AND TARGETING
STRENGTHS
(a) focus on research and development.

(b) containing zero trans fats.

weaknesses
(a) Focusing on high class consumers.

(b) Less awareness of brands Tropicana and Quaker Oats.

Opportunity:
(a) introducing healthier variants of exiting products.
(b) growing health and wellness market in India
(c) deal with IMA
(d) young generation

Threat:

stiff competition with product of HUL and DABUR