PEPSICO INDIA PRODUCT MIX.

Pepsico

Energy Mineral
Food Snacks Beverages Fruit Juices
drink Water

Quaker
Cheetos 7Up Gatorade Aquafina Slice
Oats

Kurkure Duke Tropicana

Uncle
Mirinda
Chipps

Mountain
Lay's
Dew

Pepsi

The above figure depicts the product mix of PepsiCo India. Product mix is defined as the total
assortment product sold by a company. In this case the product mix for Pepsico is 14 as fourteen
products are available under the name of Pepsi. The homogenous products are known as
product line. In this case PepsiCo consist of six product lines, food, snacks, beverages, mineral-
water and fruit juices aimed at becoming the wholesome provider of food for social gatherings.
The details of product mix of PepsiCo is as follows:
 Length: 14
 Width: 6
Food.
This line has only one product, Quaker Oats. It is 130 year old brand and is an easy and healthy
solution for breakfast. It further has four brands:
 Strawberry Flavour with real apple pieces.
 Kesar flavour with real resins.
 Home style masala with real vegetables.
 Lemony veggie mix with real capsicum.
Snack.
This line consist of the following products:
 Cheetos is an extruded snack and was introduced in India in 1995 and has the depth as
follows:
  Cheetos Masala Balls
 Tangy Loops
 Cheese Ball
 Cheez Puffs
 Kurkure (traditional snack) is an Indian brand launched in 1999, this perfect ‘namkeen’
snack, developed entirely in India, has come to be identified with fun and lovable
human quirks. It developed an even stronger identity through associations with well-
known Indian actors. The product depth is varied and it has independent identity of its
own. The depth can create a new product line of its own:
 Chilli Chatka
 Hyderabadi Hungama
 Monster Paws Funky Tomato
 Naughty Tomato
 Puffcorn Yummy Cheese
 Solid Masti Twisteez Teekha Meetha Khatta
 Corn Cups Yummy Cheese
 Zigzag Yummy Cheese
 Monster Paws Fun Cheese
 Crunchy Rings
 Green Chutney Rajasthani Style
 Masala Munch
 Monster Paws Mad Masala
 Puffcorn Mad Masala
 Solid Masti Twisteez Masala
 Solid Masti Twisteez Mango Pickle Flavour
 Monster Smileez Tom Cheese
 Zigzag Mad Masala
 Papad-O-Nutz Chilli Masala
 Lay’s (potato chips) is another successful product line boasting of greater depth and
competing with Kurkure in the Indian market. Lay’s too can establish a product line
of its own. It has become an indispensable part of India’s snacking culture since its
launch in 1995.
 American Style Cream & Onion Flavour
 West Indies’ Hot ‘n’ Sweet Chilli
 Spanish Tomato Tango
 Thai Sweet Chilli Flavour
 Sizzling Barbeque Flavour Potato Chips
 Baked Cream, Herb & Onion Flavour
 Crispz Herb & Onion Flavour
 Twistz Herb & Onion Flavour
 Classic Salted
 India’s Magic Masala
 Chile Limon Flavour
 Swiss Grilled Cheese Flavour
 Macho Chilli Flavour
 Baked Original Salted
  Baked Sunkissed Tomato Flavour
 Crispz Saucy Tomatina Flavour
 Twistz Saucy Tomatina Flavour

 Uncle Chipps (potato chips), launched in 1992, was a pioneer in branded potato chips
in India. The brand was acquired from Amrit Agro Ltd. in 2000 by Frito-Lay India.
After the acquisition, the hugely popular brand has grown from strength to strength
and has built a powerful connection with consumers. The portfolio of the product is:
 Bombaat Chilli Masala
 Paapri Chaat
 Sendha Namak
 Jhakaas Tomato Twist
 Plain Salted
 Spicy Treat
Beverages.
The products of this line are as follows;
 7UP is a brand created in 1929 and launched in India in 1990. It has a lemon and lime
flavour. it too has many products under its ambit:
 7UP
 Nimbooz
 7UP Revive
 7UP Lemony Bite
 Nimbooz Masala Soda
 Duke was founded in 1889 by Dinshwaji Pandole, Duke’s is a brand that is seeped in
Mumbai’s rich history. It was in many ways the country’s first aerated soft drink and
a pioneer on many fronts. The product in this brand are as follows.
 Duke’s Soda
 Duke’s Lemonade.
 Mirinda is a Spanish brand launched in India in 1991. It gained instant recognition
due to its irresistible and tangy taste. It has one product only, Mirinda Orange
Flavour.
 Mountain Dew: The main formula of Mountain Dew was invented in Virginia. The
drink was named and first marketed in Johnson City, Tennessee and Knoxville,
Tennessee in 1948.In India, Mountain Dew set the soft drink category ablaze in 2003
with its iconic launch campaign ‘Cheetah Bhi Peeta Hai’. This too is a single product.
 Pepsi is a hundred year old brand and is the flagship of PepsiCo. It competes directly
with Coca-Cola and has been recognised and positioned as a youth product. The
positioning is quite tacky with lines “Pepsi thi pi gaya”. It has two products:
 Pepsi
 Diet Pepsi
Sports/ Energy Drink
There is a single product in this line, Gatorade. Gatorade, the World’s No.1 Sports Drink, was
born on the field of sport! Gatorade was launched in India in 2004 and over the years, has
become an integral part of the kitbags of many leading sportspersons. Such as Usain Bolt,
Lionel Messi, Serena Williams and James Rodriguez. The types of this product are as
follows:
 Gatorade Sports Drink Blue Bolt Flavour
 Gatorade Sports Drink Lemon Flavour
 Gatorade Sports Drink Orange Flavour
 Gatorade Sports Mix Lemon Flavour (Powdered)
 Gatorade Sports Mix Orange Flavour (Powdered)
Mineral Water
Aquafina is the single product in this line. Aquafina was first launched in the US in 1994.
With its unique purification system and great taste, Aquafina soon became the bestselling
brand in the country. In India, Aquafina’s journey began with its launch in Bombay in 1999
and it was rolled out nationally by 2000. On the strength of its brand appeal and distribution,
Aquafina has become one of India’s leading brands of bottled water in a relatively short span
of time.
Fruit Juice
There are two products in this line:
 Slice: Slice was launched in India in 1993 as a refreshing mango drink and quickly
went on to become a leading player in the category. In 2008 it was relaunched with a
new formulation called the Alphonso.
 Tropicana Slice Fruit Drink
 Tropicana Slice Alphonso Fruit Drink
 Tropicana: Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now
enjoyed almost everywhere in the world. Carefully nurtured for over 50 years,
Tropicana has matured into one of the most respected beverage brands.
 Tropicana Apple 100%
 Tropicana Mixed Fruit 100%
 Tropicana Orange 100%
 Tropicana Red Grape Juice 100%
 Tropicana Apple-Fruit Beverage
 Tropicana Guava-Fruit Beverage
 Tropicana Mango-Fruit Beverage
 Tropicana Orange-Fruit Beverage
 Tropicana Pomegranate Delight-Fruit Beverage
 Tropicana Cranberry Twirl-Fruit Beverage
 Tropicana Litchi Twirl-Fruit Beverage
 Tropicana Mixed Fruit-Fruit Beverage
 Tropicana Pineapple-Fruit Beverage
 Tropicana Tomato Juice.
TOP PERFORMERS
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SAIL: Share Price: Rs. 60.40 INR (NSE)
Punch Line: “There is a little bit of SAIL in everyone’s life”
Brand Ambassador: Abhinav Bindra
Ad Agency: Central Marketing Organisation
Market Share: 14%
JSW: Share Price: Rs 199.20 INR (NSE)
Punch Line: “Rukna Nahi Hai”
Brand Ambassador: Geeta Phogat
Ad Agency: Ogilvy & Mather
Market Share: 13%
TATA Steel: Stock Price: Rs 448.40 (NSE)
Punch Line: “Values Stronger than Steel”
Brand Ambassador: Deepika Kumari, Bachendri Pal.
Ad Agency: Ogilvy & Mather
Market Share: 11%

2. Telecom
Airtel: Stock Price: Rs. 355 (NSE)
Punch Line: “Har ek friend zaroori hota hai”
Brand Ambassador: Sasha Chetri
Ad agency: Taproot
Market Share: 33%
Vodafone: Stock Price:199.06 GBX (LSE)
Punch Line: Power to you
Brand Ambassadors: Mary Kom
Ad agency: Ogilvy & Mather.
Market Share: 18.42%
 Jio: Stock Price: Rs. 1394.25 (NSE)
Punch Line: Jio Digital Life
Brand Ambassador: Shahrukh Khan
Ad Agency: McCann Worldgroup India
Market Share: 23 %

3. Banking

HDFC: Stock Price: Rs. 1537.00 (NSE)

Punch Line: “We understand your world’
Brand Ambassador: NA
Ad Agency: Leo Burnett
Market Share: 52 %
SBI: Stock Price: Rs. 289.40 (NSE)
Punch Line: Banker to every Indian
Brand Ambassador: Arundhati Bhattacharya
Ad Agency: Inter Publicity, Crayon, Ad factor
Market Share: 21.78 %
ICICI: Stock Price: Rs. 277.90 (NSE)
Punch Line: Hum Hai Na
Brand Ambassador: Shahrukh Khan
Ad Agency: Ogilvy & Mather.
Market Share: 11.3 %