REPOSITIONING

OF

Presented By:
Submitted To:
Dharmesh
Mr. Anand
Sharma
Sharma
Prashant
Rajguru
Sushil Sharma
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 Project Objective
To analyze the buying behavior of the customers

towards the purchase of Cold-drinks.

Studying the market share of brand slice.

Studying the promotional strategies used by the

company to promote the product.

Analyzing the major competitors of slice.

Developing Repositioning Strategy for SLICE.

 Brief history of Pepsi in
PepsiCo entered India in 1989 and has grown to become one of the country’s
India
leading food and beverage companies.

PepsiCo India and its partners have invested more than U.S.$1 billion since the

company was established in the country. PepsiCo provides direct and indirect

employment to 150,000 people including suppliers and distributors.

PepsiCo India’s expansive portfolio includes refreshment beverages Pepsi, 7

UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet

Pepsi, hydrating beverages such as Aquafina drinking water, isotonic sports

drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks –

Tropicana Nectars, Tropicana Twister and Slice.

Products
Soft-Drink Market in INDIA
 Tagline Timeline

1898 Brad's Drink

1903 Exhilarating, Invigorating, Aids

Digestion

1906 Original Pure Food Drink

1908 Delicious and Healthful

• 1943 Bigger Drink, Better Taste

• 1958 Be Sociable, Have a Pepsi

• 1963 Come Alive! You're in the Pepsi

• 1979 Catch That Pepsi Spirit Generation

• 1981 Pepsi's Got Your Taste for Life

• 1983 Pepsi Now!

• 1984 The Choice of a New Generation

• 1992 Gotta Have It

• 1996 Nothing Official about it

• 1998 Yahi hai right choice baby, Aha!

• 2008 "Yeh hai Youngistaan Meri Jaan!"

Brand Logo Timeline
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 Mission And Vision Of
Pepsi
Mission

“To be the world's premier consumer products

company focused on convenience food and

beverages. We seek to produce healthy financial

rewards to investors as we provide opportunities for

growth and enrichment to our employees, our

business partners and the communities in which we

operate. And in everything we do, we strive for

honesty, fairness and integrity."

Vision

"To build India’s leading total beverage company, delighting

consumers by best meeting their everyday beverage needs,

and stakeholders, by delivering performance with purpose,

through our talented people."

Repositioned In 2008

Pepsi had repositioned Slice in 2008 signing KATRINA KAIF as

it brand ambassador.

It introduced it with new concept of “AAMSUTRA” with an

attempt to derive the same kind of pleasure from the drink
that one gets from real mangoes.
Reason for Slice not getting
Momentum
Pepsi is Still concentrating on the
Cola-War with Coca-Cola.

It is stressing in promoting its

Carbonated Drinks.

Strong Image of Frooti and Maaza

in the mind of the consumers.
 Analysis of The Survey
Ø GENDER-WISE PREFERENCE FOR THE DIFFERENT DRINKS IN
THE MARKET
Ø AGE –WISE PREFERENCE FOR THE
DIFFERENT DRINKS
Ø LIFE STAGE-WISE PREFERENCES
Ø AWARENESS ABOUT NEW SLICE
ØJuice Based Drinks preferred by
Consumers
Ø Visibility Excite Purchase

0 1 2 3 4 5 6 7 8 9 10
 New REPOSITIONING
Strategy
Slice should be promoted as real vitalizing drink.
New Promotional strategies should be adopted like :
- Road shows with various contests.
- Concept of “AAMSUTRA” should be promoted at equal
pace as “YOUNGISTAN”.
- Special prize schemes should be introduced to attract
new consumers.

All sections of the society should be targeted from

children, youth, professionals to families.
School-Colleges event should be sponsored
by Slice.
Company should focus on
gaining more space in
displaying SPICE in
various retail stores.
o
College and Office canteens
should be provided with
special vending machines .

o
New Tetrapack should be
launched which are more
hygienic and attractive.

o
Special discounts should be
provided on larger packs to
increase the sale volume.

o
Combo-pack schemes should
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o
Slice trial packs should be ●
introduced with other
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products of Pepsi.
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●
● Strong
Strong Brand
Brand Image
Image of
of
Pepsi.
Pepsi.

A
A large
large market
market to
to be
be covered.
covered.
S
●
●

O
●
● Improper
Improper Advertisement.
Advertisement.

Strong
Strong Competition
Competition from
from FROOTI
FROOTI &
& MAAZA.
W
MAAZA.
T
●
●

SWOT Analysis
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Thank
You!