Bhakti Final Black Book

PROJECT REPORT ON:
A STUDY ON MARKETING STRATEGIES OF PEPSICO AND

COCACOLA
SUBMITTED BY:
BHAKTI DHARMENDRA SHARMA
T.Y. BCOM (ACCOUNTING AND FINANCE) (SEMESTER 6)
SUBMITTED TO:
PROJECT GUIDE:
MR. SAGAR SHINDE
ACADEMIC YEAR 2018-2019
1
DECLARATION
I BHAKTI DHARMENDRA SHARMA from THAKUR COLLEGE OF

SCIENCE AND COMMERCE STUDENT OF T.Y.BAF (ACCOUNTING
AND FINANCE) SEM 6 HEREBY SUBMIT MY PROJECT ON
“A STUDY ON MARKETING STRATEGIES OF PEPSICO AND COCA

COLA”
I ALSO DECLARE THAT THIS PROJECT WHICH IS A PARTIAL

FULLFILLMENT FOR THE DEGREE T.Y. BCOM (ACCOUNTING
AND FINANCE) OFFERED BY UNIVERSITY OF MUMBAI IS THE
RESULT OF MY OWN EFFORTS WITH THE HELP OF EXPERTS
BHAKTI DHARMENDRA SHARMA
DATE:
PLACE:
2
CERTIFICATE
THIS IS TO CERTIFY THE PROJECT ENTITLED IS SUCCESFULLY

DONE BY BHAKTI DHARMENDRA SHARMA DURING THE THIRD
YEAR SIXTH SEMESTER FROM THAKUR COLLEGE OF SCIENCE
AND COMMERCE KANDIVALI (EAST) MUMBAI: 400101
COORDINATOR PROJECT GUIDE PRINCIPAL
DATE:
PLACE:
INTERNAL EXAMINER EXTERNAL EXAMINER
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ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.
I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me

chance to do this project.
I would like to thank my Principal, Dr. C.T. CHAKROBORTY for

providing the necessary facilities required for completion of this project.
I take this opportunity to thank our Coordinator, Dr. Nishikant Jha for his
moral support and guidance.
I would also like to express my sincere gratitude towards my project guide,

Mr. Sagar Shinde whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various

reference books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers
who supported
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PLAGIARISM REPORT
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Executive Summary:
Selling an item isn't as essential as mindfulness about the item. Mindfulness makes the
interest itself. To spread the consciousness of the items organizations help out limited time
exercises through TV, radio, paper, magazines, shows, publications and so on. This
assumes a key job to spread the mindfulness about the item to people in general or target
client. In soda pop industry advancement take an interest an extremely significant part.
Each soda pop organization bring into play special movement to advance their item in the
market. In soda pop industry Coca-Cola and Pepsi appreciates the greatest soda
organization on the planet.
This time is the time of rivalry. All organizations are contending with one another. They
are utilizing diverse limited time instruments and procedure to be the market head. In drink
industry there are two noteworthy players Coca-Cola and Pepsi Where Coca-Cola have the
no. 1 position on the planet just as in India. Organization needs to get a handle on more
piece of the pie, for that reason organization have propelled new deals advancement idea
as of late in the market. Which helps in expanding the closeout of the item.
Market give a key to increase genuine achievement just to those organizations which
coordinate best to the present condition i.e basic which can be conveyed what are the
general population need and they are prepared to purchase at the correct time immediately.
It is impeccably valid however this likewise relies upon the accessibility of good quality
items and astounding administrations, which further draw in and include a brilliant open
door for enormous deals. This likewise relies upon the great arranging approach and give
plentiful open door in addition to adequate measure of items for deals in the coming next
money related year.
This investigation presents a concise investigation of advancement devices and procedures

of Coke and Pepsi Likewise presents investigation of organization's concise examination
throughout the years. In this way it is obligatory for the organization to set itself up to
address the market difficulties by making changes in its new systems and mostly its limited
time exercises.
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CONTENTS
CHAPTER 1 ................................................................................................................................................. 9
INTRODUCTION .................................................................................................................................... 9
CHAPTER 2 ............................................................................................................................................... 57
LITERATURE REVIEW ...................................................................................................................... 57
CHAPTER 3 ............................................................................................................................................... 62
RESEARCH METHODOLOGY.......................................................................................................... 62
CHAPTER 4 ............................................................................................................................................... 67
DATA INTERPRETATION, ANALYSIS AND PRESEMTATION ................................................ 67
CHAPTER 5 ............................................................................................................................................... 88
FINDINGS AND SUGESSTIONS ........................................................................................................ 88
CHAPTER 6 ............................................................................................................................................... 91
BIBLIOGRAPHY .................................................................................................................................. 91
APPENDIX ................................................................................................................................................. 92
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CHAPTER 1
INTRODUCTION
PepsiCo Inc. is an American global nourishment and drink organization headquartered in

New York, United States, with premiums in the assembling, advertising and dissemination
of grain-based nibble sustenance’s, refreshments, and different items. PepsiCo was framed
in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
extended from its namesake item Pepsi to a more extensive scope of sustenance and
refreshment marks, the biggest of which incorporates a securing of Tropicana in 1998 and
a merger with Quaker Oats in 2001—which added the Gatorade brand to its portfolio.
As of January 26, 2012, 22 of PepsiCo's brands created retail offers of more than $1 billion
each, and the organization's items were appropriated crosswise over in excess of 200
nations, bringing about yearly net incomes of $43.3 billion. In light of net income, PepsiCo
is the second biggest nourishment and refreshment business on the planet. Inside North
America, PepsiCo is positioned (by net income) as the biggest nourishment and drink
business.
Indra Krishnamurthy Nooyi has been the CEO of PepsiCo since 2006, and the organization
utilized around 274,000 individuals worldwide starting at 2013. The organization's
refreshment dissemination and packaging is led by PepsiCo just as by authorized bottlers
in specific locales. PepsiCo is a SIC 2080 (refreshment) organization.
PepsiCo entered India in 1989 and in a brief period, has developed into one of the biggest
sustenance and refreshment organizations in the nation. PepsiCo development in India has
been guided by its worldwide vision of "Execution with Purpose". This implies while
organizations boost investor esteem, they have an obligation to every one of the partners,
incorporating the networks in which they work, the shoppers they serve and the condition
whose assets they use.
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Substantial financial specialist and one of the biggest nourishments and
drink organizations in India:
One of the biggest US global financial specialists in the nation, PepsiCo has been reliably
putting resources into India and has constructed a far-reaching refreshment and nibble
sustenance business upheld by 38 drink plants and 3 nourishment plants. PepsiCo and its
accomplices as of late reported an extra focused on venture of Rs. 33,000 Crore in India
by 2020 in the zones of item advancement, expanding producing limit, increase advertise
framework, fortifying store network and extending organization's farming project. PepsiCo
India's various portfolio incorporates notable brands as lay Pepsi, Kurkure, Tropicana,
Gatorade and Quaker. In two decades, the organization has had the capacity to naturally
grow eight brands that create Rs. 1000 crores or more in evaluated yearly retails deals and
are commonly recognized names, trusted the nation over.
A developing arrangement of charming and healthy bites and drinks:
PepsiCo India's portfolio mirrors its duty to support customers with an assorted scope of
fun and more beneficial items. The portfolio incorporates a few more advantageous treats
like Quaker Oats, Tropicana juices, Tropicana organic product powders, rehydrator
Gatorade, Tata Water besides, Lay's prepared range, Quaker seasoned oats and Quaker
Nutri Upma and Nutri Poha breakfast go with the intensity of wholegrain.
Display association with more than 24,000 ranchers:
PepsiCo India has spearheaded and set up a model of association with ranchers and now
works with more than 24,000 glad ranchers crosswise over nine states. In excess of 45
percent of these are little and negligible ranchers with a land holding of one section of land
or less. PepsiCo gives 360-degree backing to the rancher through guaranteed repurchase
of their produce at pre-concurred costs, quality seeds, expansion administrations, sickness
control bundles, bank credits, climate protection, and the most recent innovative practices.
The relationship with PepsiCo India has not just raised the earnings of little and minimal
ranchers, yet in addition their social standing.
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Worldwide pioneer in water preservation:
In 2009, PepsiCo India accomplished a huge achievement, by turning into the main
business to accomplish 'Positive Water Balance' in the drink world, and has been Water
Positive from that point forward. This reality has been autonomously guaranteed by
Deloitte Touché Tohmatsu India Pvt. Ltd. In 2012, PepsiCo India spared 8.2 billion litres
more that it expended in its assembling tasks. The organization made this conceivable
through creative water system rehearses like direct seeding, network water reviving
activities, and by diminishing the utilization of water in its assembling offices. PepsiCo is
commended for its endeavors for water preservation and has gotten various honors, for
example, CII National honor for water the board, Water Digest grant for water rehearses
and Golden Peacock grant for water protection among others.
Care for nature:
PepsiCo India is presently centered around lessening its carbon impression. More than 40
percent of its vitality is today produced from inexhaustible sources, for example, bio mass
and rice husk boilers and wind turbines. Activities, for example, decrease being used of
synthetic substances, eco-accommodating bundling activities and productive waste
administration help diminish load on the earth. PepsiCo in organization with the NGO
Exnora and neighborhood districts has additionally been taking a shot at a one of a kind
waste gathering and treatment program called 'Squander to-Wealth'. The honor winning
project has emphatically affected in excess of 5,00,000 individuals.
Commendable business rehearses:
PepsiCo India gives immediate and circuitous work to very nearly 2,00,000 individuals.
The organization has faith in giving business and development chances to nearby ability.
Its 'School of Leadership', guarantees early recognizable proof of ability, and
representatives' engaged improvement through basic encounters. PepsiCo immovably
trusts that empowering assorted variety implies empowering approaches and frameworks
that regard individuals' extraordinary needs. In addition to the fact that PepsiCo has an
energetic and assorted workforce, it takes the most extreme consideration to make dynamic
business pioneers of its representatives and cultivate their vocation and self-improvement
through separated encounters and a powerful authority advancement show.
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HISTORY
The formula for Pepsi (the soda pop), was first created during the 1880s by a drug specialist
and industrialist from New Bern, North Carolina, named Caleb Bradham—who called it
"Pepsi-Cola" in 1898. As the cola created in prevalence, he made the Pepsi-Cola Company
in 1902 and enrolled a patent for his formula in 1903. The Pepsi-Cola Company was first
joined in the province of Delaware in 1919. At first, he blended the syrup himself and sold
it only through soft drink wellsprings. That first year, Bradham sold 7,968 gallons of syrup,
utilizing the topic line "Thrilling, Invigorating, Aids Digestion." He likewise extended his
activity by opening a second Drug Store at the edge of Middle and Broad Streets. Caleb
before long perceived that a more noteworthy open door existed to bottle Pepsi with the
goal that individuals could drink it anyplace. In 1905, Bradham started selling Pepsi-Cola
in six-ounce bottles and granted two establishments to Charlotte and Durham, North
Carolina. The next year, 15 establishments were granted, with another 40 by 1907. In 1910
there were 250 establishments in 24 states and in January of that year the Pepsi Cola
Company held their first Bottler Convention in New Bern. The organization went bankrupt
in 1931 and on June 8 of that year, the trademark and syrup formula were obtained by
Charles Guth who claimed a syrup fabricating business in Baltimore, Maryland. Guth was
likewise the leader of Loft, Incorporated, a main treat producer, and he utilized the
organization's labs and scientific experts to reformulate the syrup. He further contracted to
stock the soft drink in Loft's expansive chain of treats shops and eateries, which were
known for their soft drink wellsprings, utilized Loft assets to advance Pepsi, and moved
the soft drink organization to an area near to Loft's very own offices in New York City
Caleb Bradham delighted in 17 years of progress with Pepsi-Cola. Be that as it may, he
had bet on the vacillations of sugar costs amid WWI. He trusted that sugar costs would
keep on rising, yet they fell radically, abandoning him with an overrated sugar stock. Pepsi
Cola went bankrupt in 1923 and its advantages were sold to Craven Holding Corporation
for $30,000. In 1935, the investors of Loft sued Guth for his 91% stake of Pepsi-Cola
Company in the milestone case Guth v. Space Inc. Space won the suit and on May 29, 1941
formally retained Pepsi into Loft, which was then re-marked as Pepsi-Cola Company that
equivalent year. (Space eateries and sweet stores were spun off as of now.) In the mid
1960s, the organization's product offerings extended with the making of Diet Pepsi and
buy of Mountain Dew.
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In 1965, the Pepsi-Cola Company converged with Frito-Lay, Inc. To progress toward
becoming PepsiCo, Inc., the organization it is known as at present. At the season of its
establishment, PepsiCo was consolidated in the province of Delaware and headquartered
in Manhattan, New York. The organization's central command was migrated to its still-
current area of Purchase, New York in 1970, and in 1986 PepsiCo was reincorporated in
the territory of North Carolina.
Figure 1: Pepsi Logo
Source: Secondary Source
PepsiCo was the main organization to stamp lapse dates, beginning in March 1994.
Selling an item isn't as imperative as mindfulness about the item. Mindfulness makes the
interest itself. To spread the attention to the items organizations, help out limited time
exercises through TV, radio, paper, magazines, displays, notices and so forth. This assumes
a key job to spread the mindfulness about the item to the general population or target client.
In soda industry advancement take an interest a vital part. Each soda pop organization bring
into play special action to advance their item in the market. In soda pop industry Coca-
Cola and Pepsi appreciates the greatest soda organization on the planet.
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Mission and Vision:
Mission :
"Our central goal is to be the world's chief purchaser items organization concentrated on
helpful sustenances and refreshments. We look to create money related prizes to financial
specialists as we give chances to development and improvement to our representatives, our
colleagues and the networks in which we work. What's more, in all that we do, we take a
stab at genuineness, reasonableness and uprightness.'
Vision :
"PepsiCo's duty is to persistently improve all parts of the world in which we work –
condition, social, monetary – making a superior tomorrow than today." "Our vision is put
without hesitation through projects and an attention on natural stewardship, exercises to
profit society, and a guarantee to construct investor esteem by making PepsiCo a really
feasible organization.”
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Coca-Cola
Coca-Cola, or Coke, is a carbonated soda delivered by The Coca-Cola Company. Initially

proposed as a patent medication, it was imagined in the late nineteenth century by John
Pemberton and was purchased out by agent As a Griggs Candler, whose showcasing
strategies drove Coca-Cola to its strength of the world soda pop market all through the
twentieth century. The beverage's name alludes to two of its unique fixings, which were
kola nuts and coca leaves. The present equation of Coca-Cola stays same despite the fact
that an assortment of announced formulas and trial entertainments have been distributed.
The Coca-Cola Company produces concentrate, which is then sold to authorized Coca-
Cola bottlers all through the world. The bottlers, who hold selective domain contracts with
the organization, produce the completed item in jars and jugs from the concentrate, in mix
with separated water and sugars. A normal 12-US-liquid ounce (350 ml) can contains 38
grams (1.3 oz) of sugar. The bottlers at that point sell, disperse, and stock Coca-Cola to
retail locations, eateries, and candy machines all through the world. The Coca-Cola
Company additionally sells concentrate for soft drink wellsprings of significant eateries
and foodservice merchants.
The Coca-Cola Company has once in a while presented other cola drinks under the Coke
name. The most widely recognized of these is Diet Coke, alongside others including
Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero,
Coca-Cola Vanilla, and exceptional renditions with lemon, lime, and espresso. In view of
Inter brand's "best worldwide brand" investigation of 2015, Coca-Cola was the world's
third most significant brand, after Apple and Google. In 2013, Coke items were sold in
more than 200 nations around the world, with customers bringing down more than 1.8
billion organization drink servings every day.
Figure 2: Logo of Coca-Cola
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DIFFERENT PRODUCTS
With a scope of items that convey incredible taste, accommodation and moderateness, from
straight forward treats to solid contributions.
FOOD
PepsiCo's sustenances division Frito-Lay is the pioneer in the marked salty bite advertise.
Every one of its items are free of trans-fat and MSG. It makes Lay's potato chips, Cheetos
expelled snacks, Uncle Chipps and conventional snacks under the Kurkure and Lehar
brands. The organization's high-fiber breakfast grain, Quaker Oats and low-fat and broiled
nibble alternatives like Aliva increment the quantity of sound decisions accessible to
customers.
➢ Cheetos
➢ Kurkure
➢ Lay's
➢ Lehar Namkeen
➢ Quaker Oats
➢ Uncle Chipps
➢ Aliva
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REFRESHMENTS
PepsiCo India's sweeping portfolio incorporates notable refreshment refreshments Pepsi, 7UP,
Nimbooz, Mirinda, Slice and Mountain Dew, notwithstanding low-calorie alternatives, for
example, Diet Pepsi, hydrating and healthful refreshments, for example, Aquafina drinking
water, isotonic games drink Gatorade and organic product squeezes, for example, Tropicana
and Tropicana 100%.
➢ 7UP
➢ Aquafina
➢ Gatorade
➢ Mirinda
➢ Mountain Dew
➢ Nimbooz
➢ Pepsi
➢ Slice
➢ Tropicana
ACQUISITIONS AND DIVESTMENTS
Acquisitions are the two parts of vital administration, corporate account and the executives
managing the purchasing, selling, partitioning and consolidating of various organizations
and comparative substances that can enable an undertaking to develop quickly in its
segment or area of starting point, or another field or new area, without making a backup,
other kid element or utilizing a joint endeavor. Mergers and acquisitions action can be
characterized as a sort of rebuilding in that they result in some substance redesign with the
expect to give development or positive esteem. Solidification of an industry or division
happens when across the board M&A action focuses the assets of numerous little
organizations into a couple of bigger ones, for example, happened with the car business
somewhere in the range of 1910 and 1940.
The refinement between a "merger" and a "procurement" has turned out to be progressively
obscured in different regards (especially as far as a definitive financial result), despite the
fact that it has not totally vanished in all circumstances. From a legitimate perspective, a
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merger is a lawful solidification of two organizations into one substance, while a
procurement happens when one organization assumes control over another and totally
builds up itself as the new proprietor (in which case the objective organization still exists
as a free lawful element constrained by the acquirer). Either structure can result in the
monetary and budgetary union of the two elements. Practically speaking, an arrangement
that is a securing for lawful purposes might be metaphorically called a "merger of
equivalents" if the two CEOs concur that alliance is to the greatest advantage of both of
their organizations, while when the arrangement is antagonistic (that is, the point at which
the objective organization does not have any desire to be obtained) it is quite often viewed
as a "procurement".
Disinvestment alludes to the utilization of a coordinated financial blacklist to weight an

administration, industry, or organization towards an adjustment in strategy, or on account
of governments, even routine change.
PepsiCo extended by means of securing of organizations outside of its center focal point
of bundled sustenance and drink brands; anyway it left these non-center business lines to
a great extent in 1997, offering a few, and turning off others into another organization
named Tricon Global Restaurants, which later ended up known as Yum! Brand, Inc.
PepsiCo likewise recently possessed a few different brands that it later sold so it could
concentrate on its essential nibble sustenance and drink lines, as indicated by speculation
investigators giving an account of the divestments in 1997. Brands earlier claimed by
PepsiCo include: Pizza Hut, Taco Bell, KFC, Hot 'n Now, East Side Mario's, D'Angelo
Sandwich Shops, Chevys Fresh Mex, California Pizza Kitchen, Stolichnaya (through
authorized understanding), Wilson Sporting Goods and North American Van Lines.
The divestments finishing up in 1997 were trailed by various vast scale acquisitions, as
PepsiCo started to broaden its activities past soda pops and nibble nourishments into
different lines of sustenances and refreshments. PepsiCo bought the squeezed orange
organization Tropicana Products in 1998, and converged with Quaker Oats Company in
2001, including with it the Gatorade sports drink line and other Quaker Oats brands, for
example, Chewy Granola Bars and Aunt Jemima, among others.
In August 2009, PepsiCo made a $7 billion idea to gain the two biggest bottlers of its items
in North America: Pepsi Bottling Group and PepsiAmericas. In 2010 this securing was
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finished, bringing about the arrangement of another completely claimed auxiliary of
PepsiCo, Pepsi Beverages Company.
In February 2011, the organization made its biggest global obtaining by acquiring a 66%
(lion's share) stake in Wimm-Bill-Dann Foods, a Russian sustenance organization that
produces milk, yogurt, natural product juices, and dairy items. When it gained the staying
23% stake of Wimm-Bill-Dann Foods in October 2011, PepsiCo turned into the biggest
sustenance and drinks organization in Russia. In July 2012, PepsiCo declared a joint
endeavour with the Theo Muller Group which was named Muller Quaker Dairy.
In 1991, Unilever made a first joint endeavor with PepsiCo, the Pepsi Lipton Partnership,
for the showcasing of prepared to drink (packaged and canned) teas in North America. This
was followed in 2003 by a second joint endeavor, Pepsi-Lipton International (PLI),
covering numerous non-United States markets. PLI was extended in September 2007 to
incorporate various substantial European markets. PepsiCo and Unilever each control half
of the offers of these joint endeavors.
Vital administration is the nonstop arranging, checking, investigation and evaluation of all
that is important for an association to meet its objectives and destinations. Quick paced
advancement, rising innovations and client desires drive associations to think and settle on
choices deliberately to stay effective. The key administration process helps organization
pioneers evaluate their organization's current circumstance, chalk out systems, convey
them and break down the adequacy of the actualized procedures. The vital administration
process includes breaking down utilitarian business choices before actualizing them. Vital
administration regularly includes:
• Analysing interior and outside qualities and shortcomings.

• Formulating activity plans.
• Executing activity plans.
• Evaluating to what degree activity plans have been fruitful and making changes when
wanted outcomes are not being created.
Vital administration is frequently portrayed as including two noteworthy procedures:

definition and execution of methodology. While depicted successively underneath, by and
by the two procedures are iterative and each gives contribution to the next.
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Strategic Marketing
Strategic Marketing is the way a firm effectively differentiates itself from its competitors
by capitalising on its strengths (both current and potential) to provide consistently better
value to customers than its competitors. In principle it's that simple, but it means a lot more
than getting creative with the marketing mix. Armed with a thorough understanding of the
firm's capabilities and aspirations, the customer market and the competitive landscape,
the Goal of Strategic Marketing (and the job of the strategic marketer) is to maximise a
firm's positive differentiation over competitors in the eyes of its target market. It does this
by answering 3 key questions; where, how and when should the business compete.
Detailing :
Detailing of procedure includes examining nature in which the association works, at that
point settling on a progression of vital choices about how the association will contend.
Definition closes with a progression of objectives or targets and measures for the
association to seek after. Natural investigation incorporates the:
• Remote outer condition, including the political, monetary, social, innovative, lawful and
natural scene (PESTLE);
• Industry condition, for example, the focused conduct of opponent associations, the dealing
intensity of purchasers/clients and providers, dangers from new contestants to the business,
and the capacity of purchasers to substitute items (Porter's 5 powers); and
• Internal condition, with respect to the qualities and shortcomings of the association's assets
(i.e., its kin, procedures and IT frameworks).
Key choices depend on knowledge from the ecological evaluation and are reactions to key
inquiries regarding how the association will contend, for example,
• What is the association's matter of fact?
• Who is the objective client for the association's items and administrations?
• Where are the clients and how would they purchase? What is considered "esteem" to the
client?
• Which organizations, items and administrations ought to be incorporated or prohibited

from the arrangement of contributions?
• What is the geographic extent of the business?
• What separates the organization from its rivals according to clients and different partners?
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• Which abilities and capacities ought to be created inside the firm?
• What are the critical chances and dangers for the association?
• How can the firm develop, through the two its base business and new business?
• How can the firm create more an incentive for speculators?
• The responses to these and numerous other key inquiries result in the association's
procedure and a progression of explicit present moment and long haul objectives or
destinations and related measures.
Usage :
The second real procedure of key administration is usage, which includes choices in
regards to how the association's assets (i.e., individuals, procedure and IT frameworks) will
be adjusted and activated towards the destinations. Execution results in how the
association's assets are organized, (for example, side-effect or administration or
topography), authority courses of action, correspondence, motivators, and observing
systems to follow advance towards destinations, among others.
Running the everyday activities of the business is frequently alluded to as "tasks the
executives" or explicit terms for key divisions or capacities, for example, "coordinations
the executives" or "promoting the executives," which take over once vital administration
choices are actualized.
Numerous meanings of technique :
Technique has been rehearsed at whatever point leverage was picked up by arranging the
grouping and timing of the sending of assets while at the same time considering the
plausible capacities and conduct of rivalry.
Bruce Henderson
In 1988, Henry Mintzberg portrayed a wide range of definitions and points of view on
system reflected in both scholastic research and by and by. He inspected the vital procedure
and finished up it was considerably more liquid and capricious than individuals had
suspected. Along these lines, he couldn't point to one procedure that could be called key
arranging. Rather Mintzberg infers that there are five sorts of techniques:
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• Strategy as plan – a guided game-plan to accomplish an expected arrangement of
objectives; like the vital arranging idea;
• Strategy as example – a steady example of past conduct, with a system acknowledged after
some time instead of arranged or intended. Where the acknowledged example was not quite
the same as the goal, he alluded to the methodology as rising;
• Strategy as position – finding brands, items, or organizations inside the market, in view of
the theoretical structure of shoppers or different partners; a methodology decided
essentially by elements outside the firm;
• Strategy as ploy – a particular move expected to outsmart a contender; and
• Strategy as point of view – executing system dependent on a "hypothesis of the business"

or normal augmentation of the mentality or ideological viewpoint of the association.
In 1998, Mintzberg built up these five kinds of the executives procedure into 10 "schools
of thought" and assembled them into three classifications. The main gathering is
standardizing. It comprises of the schools of casual structure and origination, the formal
arranging, and systematic situating. The second gathering, comprising of six schools, is
progressively worried about how vital administration is really done, as opposed to
endorsing ideal plans or positions. The six schools are enterprising, visionary, intellectual,
learning/versatile/rising, arrangement, corporate culture and business condition. The third
and last gathering comprises of one school, the arrangement or change school, a half and
half of different schools sorted out into stages, authoritative life cycles, or "scenes".
Michael Porter characterized system in 1980 as the "...broad recipe for how a business will
contend, what its objectives ought to be, and what strategies will be expected to do those
objectives" and the "...combination of the finishes (objectives) for which the firm is
endeavoring and the methods (approaches) by which it is trying to arrive." He proceeded
with that: "The substance of detailing aggressive methodology is relating an organization
to its condition.
Some multifaceted nature scholars characterize methodology as the unfurling of the inside
and outer parts of the association that outcomes in activities in a financial setting.
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Nature of technique :
In 1985, Professor Ellen Earle-Chaffee outlined what she thought were the fundamental
components of vital administration hypothesis where agreement for the most part existed
as of the 1970s, composing that key management:
• Involves adjusting the association to its business condition;
• Is liquid and complex. Change makes novel blends of conditions requiring unstructured
non-dull reactions;
• Affects the whole association by giving guidance;
• Involves both procedure plan forms and furthermore execution of the substance of the
methodology;
• May be arranged (planned) and spontaneous (emanant);
• Is done at a few dimensions: in general, corporate technique, and individual business

systems; and
• Involves both calculated and systematic points of view.
Chaffee further reviewed that examination to that point secured three models of
methodology, which were not fundamentally unrelated:
1. Linear procedure: An arranged assurance of objectives, activities, and distribution of

assets, along the lines of the Chandler definition above. This is most reliable with key
arranging approaches and may have a long arranging skyline. The strategist "manages"
nature yet it isn't the focal concern.
2. Adaptive system: In this model, the association's objectives and exercises are essentially
worried about adjustment to nature, similar to an organic living being. The requirement for
nonstop adaption decreases or disposes of the arranging window. There is more spotlight
on methods (asset activation to address the earth) instead of finishes (objectives).
Procedure is less incorporated than in the direct model.
3. Interpretive methodology: A later and less created model than the direct and versatile
models, interpretive system is worried about "arranging allegories built to conceptualize
and managing singular dispositions or authoritative members." The point of interpretive
procedure is authenticity or validity in the psyche of partners. It places accentuation on
23
images and language to impact the brains of clients, instead of the physical result of the
association.
Need of System Management :
Principle explanations behind need of vital administration for an association are:
1. Expanding Rate of Changes:
Nature in which the business works' is quick, evolving. A business concern which does not
stay up with the latest, can't get by for quite a while in the market. Thusly, the compelling
procedure upgrades benefits over a long run.
2. Higher Motivation of Employees:
The workers (HR) are alloted obvious obligations by the top administration viz. what can
anyone do, is to do it, how to do it and when to do it. ? At the point when key administration
is followed in any association, representatives become steadfast, true and objective
arranged and their productivity is likewise expanded.
They additionally get prizes and advancements bringing about higher inspiration for the
workers. A procedure must regard human qualities and properly think about the goals of
individual individuals.
3. Key Decision-Making:
Under key arranging, the initial step is to set the objectives or goals of a business concern.
Vital choices taken under key administration help the smooth cruising of a venture. Key
arranging is the general arranging of activities for successful usage of approaches.
4. Enhancement of Profits:
A compelling methodology ought to create from approaches of a worry. It considers

activities of contenders. It considers future tasks in regard of market zone and opportunity,
official fitness, accessible assets and impediments forced by the Government. A successful
procedure ought to enhance benefits as time goes on.
5. Different:
Mr. H.N Broom in his book on 'Business Policy and Strategic Action' has referenced that
a system has an essential worry with the accompanying:
24
(a) Marketing opportunity: Products, costs, deals potential and deals advancement.
(b) Available dissemination channel and expenses.
(c) The size of organization tasks.
(d) The assembling procedure required to execute their size of activities (with an ideal creation
cost)
(e) The examination and advancement program.
(f) The kind of association.
(g) The sums and extents of value and credit capital accessible to the firm and their joined
sufficiency.
(h) The arranged rate of development.
Subsequently, technique is essential since it makes conceivable the usage of strategies and
long-range plans for accomplishing organization objectives, production of successful
business procedure requires a fundamental learning of financial hypothesis, the executive’s
standards, bookkeeping, measurements, account and managerial practice.
Significance of vital administration :
Key administration requires a promise to vital arranging, which speaks to an association's

capacity to set both short-and long-haul objectives, at that point deciding the choices and
activities that should be taken to achieve those objectives.
The key administration process is an administration procedure used to get ready for the
future: Organizations make a dream by growing long haul systems. This distinguishes
important procedures and asset assignment to accomplish those objectives. It additionally
enables organizations to reinforce and bolster their center skills.
By deciding a procedure, associations can settle on coherent choices and grow new
objectives rapidly to keep pace with the changing business condition. Vital administration
can likewise support an association increase upper hand and improve piece of the overall
industry.
25
MARKET DEFINITION:
The sodas advertise comprises of filtered water, carbonates, utilitarian beverages, squeezes
and prepared to-drink (RTD) tea and espresso. The market is esteemed by retail selling
value (RSP) and incorporates any appropriate expenses. Any cash transformations utilized
in the formation of this report have been determined utilizing consistent 2004 yearly
normal trade rates. Soda pops are accessible in glass bottles, aluminum jars and PET jugs
for home utilization. Wellsprings likewise apportion them in dispensable holders Non-
alcoholic soda pop refreshment market can be isolated into natural product drinks and
sodas. Sodas can be additionally partitioned into carbonated and non-carbonated
beverages. Cola and oranges are carbonated beverages while mango drinks go under non
carbonated classification. The market can likewise be portioned based on kinds of items
into cola items and non-cola items. Cola items represent about 60-62% of the all out soda
pops advertise. The brands that f all in this class are Pepsi, Coca-Cola, Thumps Up, diet
coke, and so forth. Non-cola fragment which comprises 36% can be isolated into 4 classes
dependent on the kinds of flavors accessible, in particular: Orange, Clear Lime and Mango.
The worries about the security of carbonates were reestablished in the wake of the
pesticides discussion in Sep 2006. Comparative concerns were voiced in 2005. The
supposed hurtful impacts of pesticide deposits in carbonates influenced the picture and
utilization of carbonates contrarily. Inside carbonates, shoppers progressively favored non-
cola carbonates to cola carbonates. The pesticides debate brought about an expanding
number of purchasers moving towards apparent more advantageous refreshments.
Indian purchasers were moderate to acknowledge new soda pop choices, for example,
practical beverages and RTD tea, despite the fact that these refreshments created dynamic
development rates from a low base in 2005. Then again, carbonates, filtered water and
natural product or vegetable juice have for some time been mainstream drinks in India. The
moderately low customer familiarity with useful beverages and RTD tea stems primarily
from the lakh of limited time action. Makers have advertised and situated these items in
expansive metropolitan urban areas. Accordingly, the blend of high costs, confined item
accessibility and a lakh of special action prompted the moderate take-up of developing
soda pops.
26
While soda pop makers in Western Europe weeped over one more chilly, wet summer in
2003, their partners in India were attempting to stay aware of interest, with incredibly
sweltering climate there driving deals development.
Another report from drink industry examiners evaluates that utilization in India jumped by
14 percent because of the warmth wave, and makers will plainly attempt to benefit from
this fast development in years to come.
Still beverages remain the biggest single part and keeping in mind that offers of bundled
still beverages developed emphatically, the segment in general was kept down by
practically level utilization of unpackaged or free options. Aided by solid deals through
roadside sellers, free or unpackaged still beverages represent more than 90 percent of
absolute still beverages utilization, the report appears.
Carbonates, then again, increased extensive ground in 2003, with a 21 percent expansion
in utilization helping bubbly beverages slender the hole with their still partners. This
execution is considerably increasingly amazing given the way that Indians don't will in
general devour carbonates with dinners and home utilization is low.
The significant carbonate makers returned to offering 20cl refillable glass - a move that
empowered reasonable evaluating to be executed and one that brought about offers of the
pack measure dramatically increasing. This has likewise helped the real brands contend all
the more viably with their generally more affordable nearby opponents.
PET is the quickest developing kind of bundling, its utilization expanding by somewhere
in the range of 38 percent in 2003 alone. A lot of absolute sodas bundling likewise
expanded from 22 percent to 26 percent with further advances expected in 2005.
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Figure 3: Pepsi Nutritional facts
Nutrition facts
Serving size 12 floz (355 ml)
Servings per container 1
Amount per serving
Calories 150 Calories from fat 0
% Daily value*
Total fat 0 g 0%
Saturated fat 0 g 0%
Trans fat 0 g
Cholesterol 0 mg 0%
Sodium 15 mg 1%
Potassium 0 mg 0%
Total carbohydrate 41 g 14%
Dietary fibre 0 g 0%
Sugars 41 g
Protein 0 g
Vitamin A 0% Vitamin C 0%
Calcium 0% Iron 0%
Imported brands by and large are winding up more promptly accessible on store racks
offering shoppers more prominent decision. There is likewise significant degree for the
presentation of new flavors in light of ethnic inclinations. Also, the achievement of littler
pack sizes in the carbonates segment is probably going to give new driving force to
minimal effort bundling especially as the real makers search for methods for contending
with lower estimated neighbourhood providers.
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Assuming it doesn't rain, the general market is required to keep developing in 2005,
however with an anticipated increment of around 8 percent, this will be far less excited
than in 20.
MARKETING PLAN:
SWOT ANALYSIS
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to

evaluate the strengths, weaknesses, opportunities, and threats involved in a project or in
a business venture. A SWOT analysis can be carried out for a product, place, industry or
person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to achieve
that objective. Some authors credit SWOT to Albert Humphrey, who led a convention at
the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data
from Fortune 500 companies. However, Humphrey himself does not claim the creation of
SWOT, and the origins remain obscure. The degree to which the internal environment of
the firm matches with the external environment is expressed by the concept of strategic fit.
• Strengths: characteristics of the business or project that give it an advantage over others.
• Weaknesses: characteristics that place the business or project at a disadvantage relative
to others
• Opportunities: elements that the project could exploit to its advantage
• Threats: elements in the environment that could cause trouble for the business or project
Identification of SWOTs is important because they can inform later steps in planning to
achieve the objective.
First, the decision makers should consider whether the objective is attainable, given the
SWOTs. If the objective is not attainable a different objective must be selected and the
process repeated.
Users of SWOT analysis need to ask and answer questions that generate meaningful
information for each category (strengths, weaknesses, opportunities, and threats) to make
the analysis useful and find their competitive advantage.
SWOT analysis aims to identify the key internal and external factors seen as important to
achieving an objective. SWOT analysis groups key pieces of information into two main
categories:
• internal factors – the strengths and weaknesses internal to the organization

• external factors – the opportunities and threats presented by the environment external
to the organization
Analysis may view the internal factors as strengths or as weaknesses depending upon their
effect on the organization's objectives. What may represent strengths with respect to one
29
objective may be weaknesses (distractions, competition) for another objective. The factors
may include all of the 4Ps; as well as personnel, finance, manufacturing capabilities, and
so on.
The external factors may include macroeconomic matters, technological change,

legislation, and sociocultural changes, as well as changes in the marketplace or in
competitive position. The results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses. For
example, it may tend to persuade its users to compile lists rather than to think about actual
important factors in achieving objectives. It also presents the resulting lists uncritically and
without clear prioritization so that, for example, weak opportunities may appear to balance
strong threats.
It is prudent not to eliminate any candidate SWOT entry too quickly. The importance of
individual SWOTs will be revealed by the value of the strategies they generate. A SWOT
item that produces valuable strategies is important. A SWOT item that generates no
strategies is not important.
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SWOT ANALYSIS FOR PEPSICO :
1. Product diversity 1. Overdependence on Wal-Mart

2. Extensive distribution channel 2. Low pricing
3. Corporate Social Responsibility (CSR) 3. Questionable practices (using tap water
projects but labeling it as mountain spring
water)
4. Competency in mergers and
4. Much weaker brand awareness and
acquisitions
market share in the world beverage
5. 22 brands earning more than $1 billion market compared to Coca-Cola
a year 5. Too low net profit margin
6. Successful marketing and advertising
campaigns
7. Complementary product sales
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
1. Growing beverages and snacks 1. Changes in consumer tastes

consumption in emerging markets 2. Water scarcity
(especially BRIC) 3. Decreasing gross profit margin
2. Increasing demand for healthy food and 4. Legal requirements to disclose negative
beverages information on product labels
3. Further expansion through acquisitions 5. Competition for Frito Lay
4. Bottled water consumption growth
5. Savory snacks consumption growth
Strengths :
1. Product decent variety:
PepsiCo has a few many brands, which include: carbonated and noncarbonated beverages,
water, exquisite and entire grain-based tidbits. Item expansion reinforces PepsiCo in light
of the fact that it doesn't need to depend on few key items or regular deals and isn't
essentially influenced by changes in client tastes.
02. Extensive circulation channel:
PepsiCo items are served to in excess of 10 million stores for each week in excess of 200
nations.
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3. CSR:
The firm perceives its job in a general public and takes part in instruction, reusing, water
utilization decrease, corpulence battling and different tasks through PepsiCo Foundation,
in this manner expanding its image mindfulness and client unwaveringness.
4. Competency in mergers and acquisitions:
The way to PepsiCo business development is its effective mergers and acquisitions of
drink, packaging and tidbits organizations. PepsiCo obtained such brands as Gatorade,
Tropicana, Quaker Oats and numerous others.
5. 22 brands acquiring more than $1 billion every year:
The organizations doesn't need to depend on a couple of its item to bring the vast majority
of the incomes. Rather, Pepsi has 22 marks that contribute essentially to its pay, serving
distinctive ventures and fulfilling different shopper tastes.
6. Successful promoting and publicizing efforts:
More than $2 billion spent on promoting more than 2012 brought about PepsiCo's
developing piece of the overall industry over its primary rivals, including Coca Cola
Company, which spent much more on publicizing.
7. Complementary item deals:
In its yearly monetary report, PepsiCo uncovered one of its examinations' outcomes that
about 30% of clients who purchase its bites likewise purchase its drinks. PepsiCo's choice
to broaden its item extend is association's upper hand as well.
Weaknesses :
1. Low estimating:
PepsiCo for the most part costs its items lower than its rivals. Low cost is related with low
quality and PepsiCo items are normally seen as ones.
2. Questionable practices:
PepsiCo is utilizing and selling faucet water however puts perspective on mountains on its
water bottle names, therefore deluding individuals that it is mountain spring water when it
isn't. PepsiCo has additionally been condemned for utilizing water in India with higher
than permitted measure of pesticides in it.
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3. Weak brand mindfulness:
The Coca Cola Company has the biggest offer market of refreshments on the planet and a
lot more grounded brand mindfulness than Pepsi, setting it at aggressive impediment.
4. Too low net overall revenue:
PepsiCo's net overall revenue is 9.7% contrasted with Coca Cola's 18.55% and Nestlé's
11%.
OPPORTUNITIES :
1. Growing refreshments and snacks utilization in developing markets:
PepsiCo has made extensive interests in BRIC nations to extend its piece of the overall
industry as these nations speak to the quickest developing nourishment and refreshments
showcases on the planet. On the off chance that PepsiCo is fruitful it will expand its
incomes and worldwide piece of the pie essentially.
2. Increasing interest for sound nourishment and drinks:
Because of numerous projects to battle corpulence, interest for sound sustenance and
refreshments has expanded definitely. PepsiCo has a chance to additionally grow its item
go with refreshments and bites that have low measure of sugar and calories.
3. Further extension through acquisitions:
Up until this point, PepsiCo has been effective in getting different organizations and adding
new developing brands to its portfolio.
4. Bottled water utilization development:
Utilization of filtered water is required to develop.
5. Savoury snacks utilization development:
A similar open-door PepsiCo has in developing its income by selling snacks as this market
is likewise expected to develop.
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Threats :
1. Changes in customer tastes:
Customers around the globe become more wellbeing cognizant and diminish their
utilization of carbonated beverages, drinks that have a lot of sugar, calories and fat.
2. Water shortage:
Water is getting to be scarcer around the globe and increments in both expense and analysis
for PepsiCo over the a lot of water utilized for generation.
3. Decreasing gross overall revenue:
PepsiCo's gross overall revenue was diminishing in the course of recent years and may
keep on diminishing because of higher water and other crude material expenses.
4. Legal prerequisites to unveil negative data on item marks: Some inquires about
demonstrate that specific fixings, devoured in additional expansive amounts, in some of
PepsiCo items could cause malignant growth. Hence, numerous legislatures consider to
pass enactment that requires revealing such data on item marks. Items containing such data
might be seen contrarily and lose its clients.
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MARKET SEGMENTATION:
Market segmentation is a marketing strategy that involves dividing a broad target market
into subsets of consumers who have common needs and priorities, and then designing and
implementing strategies to target them. Market segmentation strategies may be used to
identify the target customers, and provide supporting data for positioning to achieve a
marketing plan objective. Businesses may develop product differentiation strategies, or an
undifferentiated approach, involving specific products or product lines depending on the
specific demand and attributes of the target segment.
CRITERIA FOR SEGMENTING
An ideal market segment meets all of the following criteria:
• It is possible to measure.
• It must be large enough to earn profit.
• It must be stable enough that it does not vanish after some time.
• It is possible to reach potential customers via the organization's promotion and distribution
channel.
• It is internally homogeneous (potential customers in the same segment prefer the same
product qualities).
• It is externally heterogeneous (potential customers from different segments have different

quality preferences).
• It responds consistently to a given market stimulus.
• It can be reached by market intervention in a cost-effective manner.
• It is useful in deciding on the marketing mix.
• It identifies the target customer(s) (surrogate(s))
• It provides supporting data for a market positioning or sales approach.
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Methods for segmenting consumer markets
Geographic Segmentation
Marketers can segment according to geographic criteria—nations, states, regions,

countries, languages, cities, neighbourhoods, or postal codes. The geo-cluster approach
combines demographic data with geographic data to create a more accurate or specific
profile. With respect to region, in rainy regions merchants can sell things like raincoats,
umbrellas and gumboots. In hot regions, one can sell summer clothing. A small business
commodity store may target only customers from the local neighbourhood, while a larger
department store can target its marketing towards several neighbourhoods in a larger city
or area, while ignoring customers in other continents. Geographic Segmentation is
important and may be considered the first step to international marketing, followed by
demographic and psychographic segmentation. The use of national boarders is the
institutional use of geographic segmentation, although geographic segments may be
classified by identified geological regions.
Demographic Segmentation
Demographic segmentation is dividing markets into different groups according to their age,
gender, the amount of income, the ethnicity or religion of the market and the family life
cycle. The U.S. Census uses demographic segmentation to document and segment the
people living in the U.S.
Behavioral Segmentation
Behavioral segmentation divides consumers into groups according to their knowledge of,
attitude towards, usage rate or response to a product
Psychographic Segmentation
Psychographic segmentation, which is sometimes called Lifestyle. This is measured by

studying the activities, interests, and opinions (AIOs) of customers. It considers how
people spend their leisure, and which external influences they are most responsive to and
influenced by. Psychographic is highly important to segmentation, because it identifies the
personal activities and targeted lifestyle the target subject endures, or the image they are
attempting to project. Mass Media has a predominant influence and effect on
Psychographic segmentation. Lifestyle products may pertain to high involvement products
and purchase decisions, to speciality or luxury products and purchase decisions. Lifestyle
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segmentation reflects on how the target subject identifies themselves, or how they desire
to identify themselves in society. By identifying and understanding consumer lifestyle,
businesses can develop promotional mixes and product lines, which tailor to their needs.
Segmentation according to occasions relies on the special needs and desires of consumers
on various occasions - for example, for products for use in relation with a certain holiday.
Products such as decorations or lamps are marketed almost exclusively in the time leading
up to the related event, and will not generally be available all year round. Another type of
occasional market segments are people preparing for a wedding or a funeral, occasions
which only occur a few times in a person's lifetime, but which happen so often in a large
population that ongoing general demand makes for a worthwhile market segment.
• Segmentation by benefits
• Segmentation can take place according to benefits sought by the consumer.
• Segmentation by Demography
• Segmentation according to demography is based on variables such as age, gender,
occupation and education level or according to perceived benefits which a product/service
may provide.
Multi-Variable Account Segmentation
In Sales Territory Management, using more than one criterion to characterize the
organization’s accounts, such as segmenting sales accounts by government, business,
customer, etc. and account size/duration, in effort to increase time efficiency and sales
volume.
PEPSI divide the target market in to different groups. They may differ in wants, resources,
locations and buying practices. Through market segmentation companies can be reached
more efficiently and effectively with products and services that match their unique needs.
PEPSI Segmentation is done on the basis of following factors.
GEOGRAPHIC SEGMENTATION:
In geographic segmentation, PEPSI market is sub divided on the basis of area.
Region:
Regional differences exist in respect of demand for products. For example, PEPSI
PERFECT buyers from Sindh are different from the buyers in Punjab.
37
Urban/Rural:
There are differences in buying behaviour of urban and rural customers. Accordingly,
PEPSI marketing strategies design depending upon their likes, dislikes, moods,
preferences, fashions and buying habits.
Locality:
PEPSI buying is also reflected by the locality within a particular city.
DEMOGRAPHIC SEGMENTATION:
Company study PEPSI market at the different aspects of population. Markets can be
divided on demographic factors like age, gender, education etc. The various demographic
factors are:
Age:
Analysing markets by age is to divide the total population into age groups and analyse the
wants and needs of each group.
Income:
PEPSI buying patterns depends on income of the consumers. No two individuals or

families spend money in exactly the same way that’s why company launch economy packs
of PEPSI
Family Size:
The consumption patterns of PEPSI definitely vary with the number of people in the
household that’s why company introduce 1.5 ltr & 2.25 ltr bottles in the market.
Race:
Consumption patterns of PEPSI differ on the basis of race because market research if first
15% peoples purchased & used your product which have company launch others 85%
peoples follow them.
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BEHAVIOURAL SEGMENTATION:
Buyers are divided into groups on the basis of their response e.g usage rate, user status,
loyalty status, buying motives, and so on.
Usage Rate:
One possible way to define target market is by product usage. There can be heavy users,
medium users, light users, and nonusers of Pepsi products. Targeting on the basis who want
to increase consumption by present users and to convince and introduce new product such
as PEPSI to nonusers and to become users.
User Status:
PEPSI market can be segmented on the basis of user status of Pepsi products such as: non-
user, ex-user, potential user, first-time user, regular-user, & so on.
Readiness Stage:
PEPSI market can be segmented on the basis of people’s readiness to buy the product.
Some people are well informed and are interested to buy the product. Some other may be
well informed but not interested to buy the product.
Buying Motives:
Buyers buy the product with different buying motives such as economy, convenience,
prestige, etc. Accordingly, PEPSI promotional appeals can be directed to the target
audience.
Target marketing:
Pepsi is being used across the globe and it is considered an integral part of every home
during any event or festival. The company is providing its products all over the world but
there are some products of this brand, which are still untapped across the world, which
need to be introduced in all big and small market and fetch the good market share of their
products.
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Product Differentiation & Positioning:
The products of this brand have been prepared in vast number and these products will get
the attention of the clients. The products are of great quality and most of the people like to
use them. These products have great value and people like to add them during their family
function or parties in their business or office. Pepsi is considered the market leader as it is
the big brand, which has attained huge revenue from the market during the year and also
gets good profit over the sale of its products.
Marketing Strategy:
Pepsi has adopted the wonderful marketing strategy in which it will provide the products
to the clients in wide range and adopts the effective and speedy distribution channels for
the supply of its products. The company will ensure supply of products in time and also
sponsors different sports and music events to give extensive exposure to its products. The
advertisement policy is excellent and it grabs attention of its clients. The company will
enhance its products and also supply all of its products in the international market.
Return on Investment:
Pepsi has huge expenses over the manufacturing of products, their advertisement policy
and also sponsors the big events in sports and music concerts, then the company earns good
profit over the sales of its products. The company invests amount on different activities to
show good presence in the market and it gets the returns over its investment in its products.
PRODUCTION:
INGREDIANTS:
• Carbonated water
• Sugar (HFCS) depending on country of origin)
• Caffeine
• Natural flavourings
A typical can of Coca-Cola (12 fl ounces/355 ml) contains 38 grams of sugar (usually in
the form of HFCS), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.
On May 5, 2014, Coca-Cola said it is working to remove a controversial ingredient,
brominated vegetable oil, from all of its drinks.
40
Formula of natural flavourings:
The exact formula of Coca-Cola's natural flavourings (but not its other ingredients, which
are listed on the side of the bottle or can) is a trade secret. The original copy of the formula
was held in SunTrust Bank's main vault in Atlanta for 86 years. Its predecessor, the Trust
Company, was the underwriter for the Coca-Cola Company's initial public offering in
1919. On December 8, 2011, the original secret formula was moved from the vault at
SunTrust Banks to a new vault containing the formula which will be on display for visitors
to its World of Coca-Cola museum in downtown Atlanta.
As per Snopes, a prevalent misconception expresses that just two officials approach the
equation, with every official having just a large portion of the recipe. In any case, a few
sources express that while Coca-Cola has a standard confining access to just two
administrators, every know the whole recipe and others, notwithstanding the recommended
couple, have realized the detailing procedure.
On February 11, 2011, Ira Glass said on his PRI radio show, This American Life, that TAL
staff members had discovered a formula in "Everett Beal's Recipe Book", replicated in the
February 28, 1979, issue of The Atlanta Journal-Constitution, that they accepted was either
Pemberton's unique equation for Coca-Cola, or a variant that he made either previously or
after the item hit the market in 1886. The recipe essentially coordinated the one found in
Pemberton's journal. Coca-Cola filer Phil Mooney recognized that the formula "could ...
be a forerunner" to the recipe utilized in the first 1886 item, yet accentuated that
Pemberton's unique equation isn't equivalent to the one utilized in the present item.
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FIVE FORCES :
Doorman five powers investigation is a structure to dissect dimension of rivalry inside an

industry and business methodology improvement. It draws upon modern association (IO)
financial matters to infer five powers that decide the aggressive force and in this way
engaging quality of a market. Allure in this setting alludes to the general business
productivity. An "ugly" industry is one in which the blend of these five powers acts to drive
down generally benefit. An extremely ugly industry would be one drawing nearer
"unadulterated challenge", in which accessible benefits for all organizations are headed to
ordinary benefit. This investigation is related with its important trailblazer Michael E.
Watchman of Harvard University (starting at 2014).
Doorman alluded to these powers as the smaller scale condition, to balance it with the more
broad term full scale condition. They comprise of those powers near an organization that
influence its capacity to serve its clients and make a benefit. An adjustment in any of the
powers regularly requires a specialty unit to re-evaluate the commercial center given the
general change in industry data. The general business engaging quality does not infer that
each firm in the business will restore a similar benefit. Firms can apply their center abilities,
plan of action or system to accomplish a benefit over the business normal. An unmistakable
case of this is the carrier business. As an industry, benefit is low but then individual
organizations, by applying special plans of action, have had the capacity to make an arrival
in abundance of the business normal.
Watchman's five powers incorporate - three powers from 'level' rivalry: the danger of
substitute items or administrations, the risk of built up adversaries, and the risk of new
contestants; and two powers from 'vertical' rivalry: the bartering intensity of providers and
the dealing intensity of clients.
Watchman built up his Five Forces examination in response to the then-prominent SWOT
investigation, which he discovered unrigorous and specially appointed. Watchman's five
powers depends on the Structure-Conduct-Performance worldview in modern authoritative
financial aspects. It has been connected to a various scope of issues, from helping
organizations become progressively beneficial to helping governments balance out
enterprises. Other Porter vital systems incorporate the esteem chain and the nonexclusive
methodologies.
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Risk of new participants
Gainful markets that yield exceptional yields will pull in new firms. This outcomes in
numerous new participants, which in the long run will diminish gainfulness for all
organizations in the business. Except if the passage of new firms can be hindered by
officeholders (which in business alludes to the biggest organization in a specific industry,
for example, in media communications, the customary telephone organization, commonly
called the "occupant administrator"), the anomalous benefit rate will drift towards zero
(impeccable challenge).
The accompanying components can affect the amount of a risk new participants may
present:
• The presence of obstructions to section (licenses, rights, and so on.). The most appealing
fragment is one in which section boundaries are high and leave obstructions are low.
Hardly any new firms can enter and non-performing firms can exit effectively.
• Government strategy
• Capital prerequisites
• Absolute cost
• Cost disservices autonomous of size
• Economies of scale
• Economies of item contrasts
• Product separation
• Brand value
• Switching costs or sunk expenses
• Expected countering
• Access to circulation
• Customer devotion to built up brands
• Industry benefit (the more beneficial the business the more alluring it will be to new
contenders)
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Risk of substitute items or administrations
The presence of items outside of the domain of the regular item limits expands the affinity
of clients to change to options. For instance, faucet water may be viewed as a substitute for
Coke, though Pepsi is a contender's comparable item. Expanded showcasing for drinking
faucet water may "contract the pie" for both Coke and Pepsi, though expanded Pepsi
promoting would likely "develop the pie" (increment utilization of every single soda pop),
but while giving Pepsi a bigger cut to Coke's detriment. Another precedent is the substitute
of customary telephone with an advanced mobile phone.
Potential components:
• Buyer penchant to substitute
• Relative value execution of substitute
• Buyer exchanging costs
• Perceived dimension of item separation
• Number of substitute items accessible in the market
• Ease of substitution
• Substandard item
• Quality deterioration
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Haggling intensity of clients (purchasers)
The haggling intensity of clients is additionally depicted as the market of yields: the
capacity of clients to put the firm under strain, which likewise influences the client's
affectability to value changes. Firms can take measures to diminish purchaser control, for
example, executing a devotion program. The purchaser control is high if the purchaser has
numerous options.
Potential elements:
• Buyer focus to firm fixation proportion
• Degree of reliance after existing channels of circulation
• Bargaining influence, especially in ventures with high fixed expenses
• Buyer changing costs with respect to firm exchanging expenses
• Buyer data accessibility
• Force down costs
• Availability of existing substitute items
• Buyer value affectability
• Differential advantage (uniqueness) of industry items
• RFM (client esteem) Analysis
• The aggregate sum of exchanging
Dealing intensity of providers
The dealing intensity of providers is likewise portrayed as the market of sources of info.
Providers of crude materials, parts, work, and administrations, (for example, mastery) to
the firm can be a wellspring of control over the firm when there are not many substitutes.
On the off chance that you are making bread rolls and there is just a single individual who
sells flour, you have no option yet to get it from them. Providers may will not work with
the firm or charge unnecessarily high costs for extraordinary assets.
Potential components:
• Supplier changing costs with respect to firm exchanging expenses
• Degree of separation of sources of info
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• Impact of contributions on expense or separation
• Presence of substitute sources of info
• Strength of circulation channel
• Supplier focus to firm fixation proportion
• Employee solidarity (for example trade guilds)
• Supplier rivalry: the capacity to advance vertically incorporate and remove the purchaser.
Force of aggressive competition
For most enterprises the power of aggressive contention is the significant determinant of
the aggressiveness of the business.
Potential elements:
• Sustainable upper hand through development
• Competition among on the web and disconnected organizations
• Level of promoting cost
• Powerful focused technique
• Firm focus proportion
• Degree of straightforwardness
Figure 4: Five Forces

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1. Bargaining Power of Suppliers
Large number of substitute data sources:
At the point when there are countless sources of info, providers have less bartering
influence over makers. This is because of rivalry among substitutes. More noteworthy
challenge emphatically influences PepsiCo. … "Extensive number of substitute
information sources (PepsiCo)" has a noteworthy effect, so an investigator should put more
weight into it. This announcements will have a transient positive effect on this element,
which adds to its esteem. "Substantial number of substitute sources of info (PepsiCo)" will
have a long haul negative effect on this element, which subtracts from the element's esteem.
High rivalry among providers:
Abnormal amounts of rivalry among providers acts to lessen costs to makers. This is a
positive for PepsiCo. … "High challenge among providers (PepsiCo)" has a huge effect,
so an investigator should put more weight into it. This announcement will prompt an
expansion in benefits for this substance.
Diverse dispersion channel:
The more assorted dissemination channels become the less haggling force a solitary
merchant will have. This emphatically influences PepsiCo. … "Different circulation
channel (PepsiCo)" has a huge effect, so an examiner should put more weight into it.
"Differing conveyance channel (PepsiCo)" will have a long haul positive effect on the
element, which adds to its esteem.
Critical generation inputs are comparable:
At the point when basic generation inputs are comparative, it is simpler to blend and match
inputs, which decreases provider dealing power; a positive for PepsiCo.
Volume is basic to providers:
At the point when providers are dependent on high volumes, they have less bartering force,
on the grounds that a maker can take steps to cut volumes and hurt the provider's benefits.
This can emphatically influence PepsiCo.
2. Bargaining Power of Customers
Large number of clients:
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At the point when there are extensive quantities of clients, nobody client will in general
have dealing influence. Constrained dealing influence helps PepsiCo.
Product is critical to client:
At the point when clients value specific items they end up paying more for that one item.
This emphatically influences PepsiCo.
3. Threat of substitute
Large industry measure:
Substantial enterprises enable various firms and delivers to flourish without taking piece
of the overall industry from one another. Vast industry measure is a positive for PepsiCo.
… "Huge industry estimate (PepsiCo)" has a noteworthy effect, so an expert should put
more weight into it. This announcement will have a momentary positive effect on this
element, which adds to its esteem. "Substantial industry estimate (PepsiCo)" is a simple
subjective factor to survive, so the venture won't need to invest much energy endeavoring
to conquer this issue.
Relatively couple of contenders:
Barely any contenders mean less firms are going after similar clients and assets, which is
a positive for PepsiCo.
4. Threat of new contenders
Industry requires economies of scale:
Economies of scale help makers to bring down their expense by creating the following unit
of yield at lower costs. At the point when new contenders enter the market, they will have
a greater expense of generation, since they have littler economies of scale. Economies of
scale decidedly influence PepsiCo. … "Industry requires economies of scale (PepsiCo)"
has a critical effect, so an expert should put more weight into it. This announcement will
prompt a diminishing in benefits.
Strong circulation organize required:
Feeble conveyance systems mean merchandise are progressively costly to move around
and a few products don't get to the end client. The cost of structure a solid conveyance
organize emphatically influences PepsiCo.
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Strong brand names are essential:
In the event that solid brands are basic to contend, at that point new contenders should
improve their image an incentive so as to viably contend. Solid brands emphatically
influence PepsiCo. … "Solid brand names are imperative (PepsiCo)" has a huge effect, so
an expert should put more weight into it. "Solid brand names are essential (PepsiCo)" will
have a long haul positive effect on the element, which adds to its esteem. This
announcements will have a momentary positive effect on this element, which adds to its
esteem.
Entry hindrances are high:
At the point when hindrances are high, it is increasingly troublesome for new contenders
to enter the market. High section boundaries decidedly influence benefits for PepsiCo.
Geographic factors limit rivalry:
On the off chance that current contenders have the best land areas, new contenders will
have an aggressive weakness. Constraining geographic factors decidedly influence
PepsiCo. … "Geographic variables limit rivalry (PepsiCo)" will have a long haul positive
effect on the substance, which adds to its esteem. This announcements will have a transient
positive effect on this element, which adds to its esteem. "Geographic elements limit rivalry
(PepsiCo)" is an effectively defendable subjective factor, so contending foundations will
have a troublesome time conquering it.
Customers are faithful to existing brands:
It requires investment and cash to manufacture a brand. At the point when organizations
need to spend assets fabricating a brand, they have less assets to contend in the commercial
center. These expenses emphatically influence PepsiCo
5. Intensity of existing competition
Substantial item separation:
Whenever items and administrations are altogether different, clients are less inclined to
discover practically identical item or administrations that address their issues. This is a
positive for PepsiCo. "Significant item separation (PepsiCo)" is an effectively defendable
subjective factor, so contending organizations will have a troublesome time conquering it.
"Generous item separation (PepsiCo)" is a simple subjective factor to survive, so the
venture won't need to invest much energy attempting to beat this issue.
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BCG MATRIX
Figure 5: BCG Matrix
BOSTON CONSULTING GROUP MATRIX are explained as follows
BCG STARS (high growth, high market share):

• Here you're well-established, and growth is exciting! These are fantastic opportunities, and
you should work hard to realize them. Stars are defined by having high market share in a
growing market.
• •Stars are the leaders in the business but still need a lot of support for promotion a
placement.
• •If market share is kept, Stars are likely to grow into cash cows.
BCG QUESTION MARKS (high growth, low market share):

• These are the opportunities no one knows what to do with. They aren't generating much
revenue right now because you don't have a large market share. But, they are in high growth
markets so the potential to make money is there. Question Marks might become Stars and
50
eventual Cash Cows, but they could just as easily absorb effort with little return. These
opportunities need serious thought as to whether increased investment is warranted.
• These products are in growing markets but have low market share.
• Question marks are essentially new products where buyers have yet to discover them.
• The marketing strategy is to get markets to adopt these products.
• Question marks have high demands and low returns due to low market share.
• These products need to increase their market share quickly or they become dogs.
• The best way to handle Question marks is to either invest heavily in them to gain market
share or to sell them.
BCG CASH COWS (low growth, high market share):

• Here, you're well-established, so it's easy to get attention and exploit new opportunities.
However it's only worth expending a certain amount of effort, because the market isn't
growing and your opportunities are limited.
• Cash cows are in a position of high market share in a mature market.
• If competitive advantage has been achieved, cash cows have high profit margins and
generate a lot of cash flow.
• Because of the low growth, promotion and placement investments are low.
• Investments into supporting infrastructure can improve efficiency and increase cash flow
more.
• Cash cows are the products that businesses strive for.
BCG DOGS (low growth, low market share):

• In these areas, your market presence is weak, so it's going to take a lot of hard work to get
noticed. Also, you won't enjoy the scale economies of the larger players, so it's going to be
difficult to make a profit.
• Dogs are in low growth markets and have low market share.
• Dogs should be avoided and minimized.
• Expensive turn-around plans usually do not help.
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BCG MATRIX For PepsiCo Company
The product portfolio analysis of the PepsiCo using BCG Matrix analysis. Accordingly,
PepsiCo is consisted of 5 major brands: Gatorade, Quaker, Pepsi products, Frito-Lay and
Tropicana. As mentioned the assessment has been based on each products provided by the
company. With this, it shows that the products that belong to the question mark are
Gatorade and also Tropicana. Because of the emergence of different healthy drinks and
beverages in the global market, the market share of Tropicana and Gatorade are being
threatened. Although these brands have already established in the marketplace, the
company still needs to have an effective marketing approach to increase the sale of these
brands or brands. Accordingly, question mark category means that these products have a
low share of a possible high growth market and may become a star product because of the
positive response of the customers. As can be seen in the figure, the services that fall in
star category are is the pay-is Pepsi brands. The star category shows the products with a
high share of a gradual growth of market and these products have a tendency to produce
high amount of profits.
The next category that can be seen in the figure is the cash cows. Herein, the products are
considered to have a high share of a slow growth market (2005). With regards to the
PepsiCo, services that can be considered in the cash cows are the Quaker. Lastly, it can be
seen that Tropicana, Gatorade and Frito-Lay are products that can be considered in the
dogs’ category. It can be said that PepsiCo has been able to market their products and
increase their market share and market growth by using different strategies and approaches.
The company enhances the market share of their brands by considering different marketing
entry modes. Through collaborative venture PepsiCo has been able to se merger and
acquisition along with joint venture approach. Furthermore, franchising is another method
that PepsiCo used to enhance the market share of the brands of the company (1990). This
model used by (1990) has been utilized by PepsiCo in order to expand its business portfolio
in other regions in the world. In this manner, the management of PepsiCo considers
franchising an existing company in an international market while applying the methods of
collaborative venture .In order to make this foreign operational mode combination a
success ,PepsiCo consider the most suitable and effective expansion strategy. It can be said
that the spread of PepsiCo is truly global. The company has hundreds of brands, which can
be found in almost 200 countries and territories around the world. Market concentration is
52
the result of interaction between the market size and a few vital factors. It is said that the
industry of Carbonated Soft Drinks (CSD) is highly concentrated.
MARKETING 4 P'S OF PEPSICO INDIA
The marketing mix is a business tool used in marketing and by marketers. The marketing
mix is often crucial when determining a product or brand's offer, and is often associated
with the four P's: Price, Product, Promotion, And Place.
Figure 6: 4 P’s of Marketing
PRODUCT PRICE
4 P's
PLACE PROMOTION
PRODUCT:
A product is seen as an item that satisfies what a consumer demands. It is a tangible good
or an intangible service. Tangible products are those that have an independent physical
existence. The marketer must also consider the product mix. Marketers can expand the
current product mix by increasing a certain product line's depth or by increasing the number
of product lines. Marketers should consider how to position the product, how to exploit the
brand, how to exploit the company's resources and how to configure the product mix so
that each product complements the other. The marketer must also consider product
development strategies.
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Table 1: Width of product mix
Width Of The Product Mix

Foods Beverages
Depth Snack Nutrition Carbonated Non - Mineral
Of Carbonated Water
The Lay’s Quaker Pepsi Gatorade Aquafina
Product Oats
Lines Cheetos Aliva 7UP Tropicana
Uncle Chipps Mirinda Slice
Kurkure Nimbooz
Lehar Mountain
Namkeen Dew
PRICE OR PRICING:
The amount a customer pays for the product. The price is very important as it determines
the company's profit and hence, survival. Adjusting the price has a profound impact on the
marketing strategy, and depending on the price elasticity of the product, often it will affect
the demand and sales as well. The marketer should set a price that complements the other
elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the
product. Three basic pricing strategies are: market skimming pricing, market penetration
pricing and neutral pricing. The 'reference value' (where the consumer refers to the prices
of competing products) and the 'differential value' (the consumer's view of this product's
attributes versus the attributes of other products) must be taken into account.
Basically, Pepsico India uses the Neutral pricing strategies and Low Pricing Strategies
because of intense competition between Pepsi Vs Coca Cola. The neutral prices are set by
the markets, but low pricing strategies are made for penetration deep into the market.
PROMOTIONS:
All of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as: advertising,
public relations, sales organisation and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio
and Internet advertisements through print media and billboards. Public relations is where
the communication is not directly paid for and includes press releases, sponsorship deals,
54
exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any
apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff
often plays an important role in word of mouth and public relations (see 'product' above).
Pepsi Taglines for India:
1990–1991: "Yehi hai right choice Baby, Aha"
• 1996–1997: "Pepsi: There's nothing official about it"

• 1999–2006: "Yeh Dil Maange More!"
• 2000–2009: "Pepsi ye pyaas heh badi"
• 2009–: "Yeh hai youngistaan meri jaan"
• 2009–2011: "My Pepsi My Way"
• 2011–: "Change the game" (India, Bangladesh and Pakistan for the 2011 Cricket World
Cup)
• 2013–2015: "Oh Yes Abhi"
• 2015–2018: "The Joy of Pepsi Cola"
• 2018–2018: "Youngistan Ka Wow"
• 2019–present: "Har Ghoot main Swag Hai"
Lays Promotions
In India, Bollywood superstar Saif Ali Khan and Indian cricketer Mahendra Singh Dhoni
endorse Lays. Lay’s focus is on consumer engagement modules and crowd sourcing
strategy to promote our bran ds. Its various promotional strategy like “Chala Change Ka
Chakkar”,”Fight For Your Flavor”, “Campaign Dillogical” and the latest is “Pal Banaye
Magical Lays” are all consumer interaction driven. All its campaigns are supported by
mega 360-degree communication medium on TV, Radio, Print, Viral, Outdoor and
Cinema.
PLACE (DISTRIBUTION):
Refers to providing the product at a place which is convenient for consumers to access.
Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other aspects
of the marketing mix. The company functions over 40 distribution centers, serving more
than 2,500 stockiest, reaching approximately 1 million retail stores that makes the product
55
available on a mass scale and is easily available. And now they have plans to extend more
the existing distribution network to reach out to 3 tier towns and villages in India.
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CHAPTER 2
LITERATURE REVIEW
Soft drinks market is totally subject by just two players: - Coke Pepsi, Coke. The brands
that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke. Due to strong
competition with Pepsi-Cola, Coca-Cola wants to reduce its dependence on United
States. Fruit drinks are popularly used in most urban households etc. A detailed analysis
and interpretation on Coca-Cola and Pepsi, conducted PepsiCo and Coca-Cola brands
which states that there is competition.
The possibility of repetition of study can be eliminated and ads showed people being
asked to choose between Pepsi and Coke. Pepsi competition is so fierce.
The preference for Coke and Pepsi is not only a matter for the tongue to decide. The
packaged juices market in India continues to be dominated by Maaza and Frooti,
followed by brands such as Slice, Tropicana and Real which have registered good
growths in their market shares in the past few years. Red Bull with its strong dominance
of the energy drinks category, which is the largest segment in the functional drinks
category, is the market leader in the functional drinks market. Coca-Cola had built its
reputation on the consumer-loving products it sells.
Following are the reviews for Coke and Pepsi
Rachel Hamp : “The can that can: Pepsi cola is one of the most popular sodas. It comes
in a blue can with a red white and blue circle logo on it. It is a dark coloured soda and i
enjoy the taste of it. It is good because it is flavourful but classic and not fruity. Compared
to Coca-Cola, Pepsi has a better taste although it can get flat a little faster.”
Anna: “Pepsi is the better choice because it tastes better than Coke. Pepsi was born in
the Carolinas which makes it more appealing to me. Pepsi is good for people who drink
soda. Overall Pepsi and Coke aren't that different it mostly is about preference it tastes
good and does all that it is supposed to i would rate this product a 9 out of 10.”
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Nota Jediyet: “Pepsi is a nice drink, I am impressed that they are beginning to
incorporate sugar into their product, and I hope that they will soon make the full transition
to all sugar. And no High Fructose Corn syrup. It is an awesome drink especially for a
hot summer day.”
Cvasquez1126: “Honestly I was a die-hard Coke fan because I hadn't even taken one sip
of Pepsi etc although when I finally had I realized exactly what I was missing. It had such
a nice bold flavor meanwhile it's not so caffeinated that bubbles are coming out of your
nose. Nor is it so sweet that your jaw hurts it seems as though Pepsi has found the perfect
formula of carbonation syrup etc.”
Tonia B: “Pepsi is great to drink when you want something with the great cola taste
without having to search for one, this one is guaranteed to taste the way you expect it to
be. I don’t buy this one often because it is the regular one, so its full of sugar. Pepsi is
always cheaper in the stores than Coke, so I don’t mind buying this one even though it
tastes a bit less fizzy than Coke. Pepsi has been around for so many years and still has
the same sweet flavour it has before.”
Adel I. EI-Ansary (2006) in their review marketing strategy, taxonomy and frame work
discussed that the literature casts marketing strategy formulation and implementation in the
context of strategic planning and marketing strategy process models. The focus of the strategic
planning model is on achieving corporate financial objectives through the implementation of
product, pricing promotion, and place (distribution) program. the focus of the marketing
strategy process model is on the formulation of segmentation, targeting, differentiation, and
positioning strategies to create, communicate, and deliver the value to the customer resulting
in gaining customer satisfaction and loyalty; i.e. marketing objectives.
William M Pride and Ferrell O.C. (2005) define marketing strategy as typically made up of
two components: (1) the selection of a target market and (2) the creation of a marketing mix
that will satisfy the needs of the 69 chosen target market. thus, a marketing strategy includes a
plan of action for developing, distributing, promoting and pricing products that meet the needs
of the target market. A marketing strategy articulates the best use of the firm’s resources and
tactics to achieve its marketing objectives. In a broader sense, however, marketing strategy
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refers to how the firm will manage its relationships with customers so that it gains an advantage
over the competition.
Philippe Lasserre (2003) highlights that the strategy (from the Greek stratus: an army and
ageing: to lead) has traditionally been a military art. The ancient Chinese military theorist, sun
Tzu (Circa 5. BC) stated that “the supreme art of war is to subdue the enemy without fighting”.
Strategy as an art of war was transferred into a business context in the early 1960s. This does
not mean that there was no ‘strategy’ behind business decisions earlier; but there were no
formal theories of business strategy.
Rajan Saxena (2002) in his book marketing management explains that there are two major
methods of segmenting the market – one on the basis of product usage and the other on the
basis of customers who are satisfied with their existing supplies and suppliers. These are the
customers who do not perceive significant value in their current purchases and hence are
vulnerable to change to a supplier who delivers more value. Further author explains that
defensive marketing welfare is played by the market leader who wants to hold on to his market
share. One of the best options before the leader is to existing continuously attack its own self.
this involves questioning whether its existing product portfolio is competitively satisfy
customer needs or are there any new seeds that are emerging, which the current portfolio does
not help to satisfy; is its 70 current distribution plan effective enough to meet warfare is the
war fought by the market challenger or the firm that is trying for the number one position in
the market. The challenger has to consider the leader’s strengths and identify weakness in this
strength. Flanking uncontested. This could be in product mix, distribution or even pricing.
Guerilla warfare is a strategy for niche leadership. This involves carving out a market niche,
large enough to be defended by firms’ capabilities. The niche leader should never act like a
mass leader as it may lead to its unavailability. Also, the niche leader or the guerilla should be
able to vacate a niche without severe losses. Guerilla attack is another option available to
market aggressors, especially smaller undercapitalized ones. Guerrilla warfare consists of
waging small, intermittent attacks on different territories of the opponents, with the aim of
hashing and demoralizing the opponent and eventually securing footholds.
Gupta & Gupta (2008) Fruit drinks: how healthy and safe, discussed that fruit drinks are
popularly used in most urban households today markets are flooded with a large variety of
juices e.g.; mango, apple, guava, litchi. The main reason for increased consumption is changing
59
lifestyle & rising level of health consciousness among consumers and parents. They believe
that these drinks provide superior nutrition because of their status & high beverage cost.
Gupta Parul (2003) Studied the coke & Pepsi’s rural drive to push sales soft drink giants coca-
cola & Pepsi have signed on thousands of new retailers in a drive into rural India that has
pushed up sales steeply. Coca-cola has made its beverages available in 40,000 additional
villages in the last 3 years.
Jyoti K. Arun (2002) Studied the coca-cola India's marketing plan for the summer peak sales
season is vested with a rural thrust & rides on the back of its newly ; launched 200-ml bottle,
prized between Rs.5 to 6 across the country. While the soft drinks sales showed flat growth last
year, sales in that year are up by 80% for the company.
Nishu Sharma (2011) 72 Comparative study on consumption patterns of soft drinks and fruits
juices studies how different consumers consume soft drinks and juices with respect to different
pattern of consumption.
Deepak Kumat Chechani (2008) A study of FACTOR influencing choice of soft drinks in
Udaipur city studied different factors influencing the choice of soft drinks consumption.
Bhushan Mehta (2012) Analysis of Brand Preference of soft Drinks in Global Market
Provides details regarding consumers preference on soft drinks. Consumer’s behavior is a key
success of any company. Consumer behavior is depending upon culture, value, traditions.
When marketers offer unique benefits in a new product they encourage consumer to subtype.
When Pepsi Co introduced a new product in a market it will change the consumer behavior.
When Pepsi attempted to introduce another category breakfast cola's introduced Pepsi AM it
was less successful.
Eva-Lena (2006): International Advertising and International sponsorship respectively

influence the local target group in different ways, but also affect International brand, they have
an impact on brand image and brand equity. More over depending on a person's age consumers
view brands differently and thus have an effect on International brand alone, but also in
combination with International Advertising and International sponsorship together these
factors influence the way in which a brand is perceived and consequently influence consumers
preferences.
Goddard L, Wilbur N (2009) in their study provide a starting-point for further research on
negative information transference in the celebrity endorsement relationship. It is crucial that
60
organizations be aware of the risks associated with using celebrities to endorse their stores and
products. Given that these results provide tentative support for the 75 commonly held belief
that a decline in the celebrity’s image can impact the image of brand, it is important that
retailers carefully choose an endorser who currently has a good image and will likely be able
to uphold this image in the future.
RESEARCH GAP:
Based on the above literature, it was found that the question about the buying decision of the
consumers is dependent or independent on the price of the product is yet to be found. Also, the
views of the consumers on improvisation of the quality of the products needs to understood
with respect to their potential impact on various aspects like health. The requirement for
introduction of new products by the companies in the view of the consumers is a matter that is
required to put a light on.
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CHAPTER 3
RESEARCH METHODOLOGY
Market research is the process of systematic design, collection of data, analysis and
reporting of data to specific marketing situation which an organisation faces.
It is an activity which is done by the organisation for accomplishment of a particular
objective. Through this activity the organisation finds the specific reason of the problem
which the organisation face.
Marketing research got a vital role in the decision-making process by making available
right information, at the right time, and to the right person who involves in decision
making process. Thus it is the basic tool of marketing mix elements like product, place,
price and promotion.
Research methodology is considered as a major part of the study that is being conducted.
It determines the strength, reliability and accuracy of the project. Methodology will be
considered as the methods used in research is selecting sample, sample size, data
collection and various tools for data analysis.
It is as a care full investigation or enquiry especially through search for a new fact in any
branch of knowledge. Research is an academic activity and such as the term should be
used in technical sense. The manipulation of things , concepts or symbols for the purpose
of generalizing to extend ,correct or verify knowledge ,whether that knowledge through
objective.
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OBJECTIVES OF THE STUDY:
• To study of distribution and marketing strategy of Coke, the major competitor in this
category.
• To find the receptivity of the brand among the retailers and consumers particularly of
eating and drinking, grocery store, and convenience shops.
• To know how many people, consume, Pepsi or Coca-Cola or other soft drinks products.
• To know the pricing decision of customers, while purchasing the soft drinks products of
these companies.
• With proper customer perception study, we can identify which are factors most affecting
the purchase of soft drinks.
• To study requirement for product quality improvement.
• To study the consumer views on introduction of new products by thecompanies.
HYPOTHESIS:
H0: Customer buying decision is not dependent on price.
H1: Customer buying decision is dependent on price.
H0: There is no need to improve the quality of the beverages under study.
H1: There is a need to improve the quality of the beverages under study.
H0: The companies need not introduce new products.
H1: The companies need to introduce new products.
ANALYTICAL RESERCH:
In this project work, analytical research is used. In this project has to use facts or
information. Already used available and analyze these to make a critical evolution of
the material.
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SCOPE OF THE STUDY:
• We will come to know about the service and responsibility towards customers of soft
drink retail sectors.
• Customers buying behaviour and retailers selling behaviour will be provide by this study.
• The study will help to analyse the customer's exact needs & wants.
• The Soft Drinks in India industry profile is an essential resource for top-level data and
analysis covering the soft drinks industry.
• It includes detailed data on market size and segmentation, plus textual analysis of the key
trends and competitive landscape, demographic information, and descriptions of the
leading companies like Pepsi & Coca- Cola.
• The report talks about the soft drink retail industry in our country, like industry
performance, future prospects, growth opportunities, quality improvement etc.
RESEARCH DESIGN:
The issue of research has been defined in very much clear term, the researcher will
require to prepare research design that will describe the conceptual structure of whole
research.
There are four steps in the research process:

• Identify the issues of the research.
• Develop the research plan.
• Implementation of research plan.
• Interpreting the research reporting the finding.
DATA COLLECTION
This research involved a study, which was descriptive as well as explorative in nature.
During research collected data from all the people that can be covered by survey. For
proceeding further first of all we should know something about data and what the different
type of data are:
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METHODS OF DATA COLLECTION:
There are two types of data:

• Primary data
• Secondary data
Primary data:
Primary data can be collected through:
1. Observation
2. Direct communication
3. Experiments
4. Surveys
Secondary data:
Secondary data means already available through books, journals, magazines, newspaper.
ANALYSIS:
For the proper analysis of data Quantitative Technique such as percentage method was used.
SAMPLING DECISIONS:
SAMPLE SIZE:
Appropriate number of sample size (i.e. 100) was put to use for the purpose of collecting
primary data.
SAMPLING METHOD:
Non-probability sampling design based on convenient sampling method has been used
for this research study.
SAMPLING FRAME:
The representative sampling units in appropriate & justified size has been conveniently
drawn from amongst different people across various heterogeneous socio-economic age
groups, occupations, gender.
65
LIMITATIONS OF THE STUDY:
There is no activity without any limitations
• The company doesn’t declare all the data and internal data are kept confidential hence
knowledge about certain practises, policies, strategies related to Distribution, Retailers is
still not clear and is based on theories.
• The entire study is mostly based on secondary data provided to us by the company, reports,
publications, magazines and also certain past survey.
• The time constraint was one of the major problems.
• The lack of information sources for the analysis part.
• It is difficult to cover all the function of the company.
• Because of the limited time period, the survey work was conducted in the limited areas.
• Due to lack of literature review I only added consumer reviews.
• In this rapidly changing turbulent era the suggestions and recommendations drawn out
today might prove inadequate or improper tomorrow; this is likely to limit its effectiveness.
66
CHAPTER 4
DATA INTERPRETATION, ANALYSIS AND PRESEMTATION
1) In which category of age do you belong to?

o 15-20
o 21-30
o 31-40
o 41-50
o 51-60
o 61-70
Figure 6
It is concluded that 15% (15 respondents) of the population comes under 15-20
age category.
30% (30 respondents) of the population comes under 21-30 age category.
20% (20respondents) of the population comes under 41-50 age category.
And 2% (2 respondents) of the population comes under 61-70 age category.
The category under which there are vast number of populations for this project
purpose is under 21-30 that is mostly adults.
67
2) What is your gender?
o Female
o Male
o Others
Figure 7
% of Respondents
0%
Male
47%
Female
53%
Others
Under the survey conducted, it turns out that 47% (47 respondents) is female
population and 53% (53 respondents) under male population and 0% (0
respondents) of others.
68
3) What is your occupation?
o Student
o Unemployment
o Self employed
o Retired
o Full time job
o Full time parent
o Part time job
o Job seekers
Figure 8
By the survey conducted it concludes that, 2%(respondents) of the population is

students.
0% (0 respondents) people are unemployed.
16% (16 respondents) of the people are self-employed.
2% (2 respondents) of the people are retired.
28% (28 respondents) of the people work’s in a full time job.
20% (20 respondents) of the people are full time parents.
10% (10 respondents) of the people work in a part time job.
And 2% (2 respondents) of the population are job seekers.
Most of the population are either people working in a full time job or are full time
parents.
69
4) Which is your favourite?
o Coke
o Pepsi
o Other
Figure 9
This survey shows that 52% (52 respondents) of the people prefer coke.
And 40% (40 respondents) of the public refer Pepsi
8% (8 respondents) prefer drinks other than Coke or Pepsi
It states that people are preferring coke more than Pepsi
70
5) Who do you think is coca cola’s biggest threat?
o Thumps up
o Red bull
o Boost
o Fanta
o Mountain dew
Figure 10
It states that, according to 75% (75 respondents) of the population Thumbs up

is the biggest threat to Pepsi
On the other hand, 8% (8 respondents) of the people think that red bull is the
biggest threat to coke.
Also 0% (0 respondents) of the population think that boost is the biggest threat
to coke as it is obvious that boost is a children’s drink and it being a biggest
threat to coke is not a possibility.
On the contrary only 4% (4 respondents) of the population state that Fanta can
be a biggest threat to coke.
Plus, according to 13% (13 respondents) of the population mountain Dew which
is also a leading brand can be a threat to coke.
By studying overall views, it comes to a conclusion that Pepsi is the only biggest
threat to coke.
71
6) Do you think coke is the leading soft drink brand?
o Yes
o No
Figure 11
YES
NO
According to 70% (70respondents) of the population coke is the leading soft

drink brand.
But on the contrary, only 30% (30 respondents) of the population disagree.
As it is seen that there are many other soft drink brands leading in the market
but coke brand is ruling the market. It comes on the top list of soft drinks. In
every occasion or party, it is seen that coke is served vastly.
72
7) How often do you purchase coke products?
o Occasionally
o Rarely
o Never
o Frequently
Figure 12
According to this survey, 26% (260respondents) of the population occasionally

purchase coke products.
26% (26 respondents) rarely purchases coke products.
2% (2 respondents) of the population never purchase coke products.
And 46%(46 respondents) of the population frequently purchase coke products.
So it is seen that nearly 46%(46respondents) of the population frequently
purchases coke products. That means half of the population is daily customers
of coke products. Also large number of the population being under the age
category of 21-30 it is obvious that this age category is a frequent coke drinker.
73
8) Which coke products have you previously purchased?
o Coke
o Coke lime
o Coke zero
o Diet coke
Figure 13
As there are many varieties under coke products, according to the survey, 62%
(62 respondents) of the population says that they have previously purchased
coke.
Only 4% (4 respondents) says that they previously purchased coke lime which
is not so popular and demanded.
10% (10 respondents) of the people state that they have previously purchased
coke zero that is a sugar free drink.
And 24% (24 respondents) of the population state that they have previously
purchased diet coke which is also a sugar free drink.
It concludes that people are not much bothered with varieties. They will always
prefer the original coke drink.
74
9) How do you feel coke products are priced?
o Extremely overpriced
o Slightly overpriced
o Appropriately priced
o Low priced
Figure 14
According to 8% (8 respondents) of the population, the coke products are

extremely overpriced.
46% (46 respondents) of the population feel that prices are slightly high.
38% (38 respondents) of the population state that prices are appropriately set.
And only 8% (8 respondents) feel that it is low priced.
Hence it concludes that the coke products are slightly overpriced as this may be
fluctuating due to inflation and deflation in the market.
75
10) What is the reason to choose coke?
o It tastes good
o Price
o Variety
o Classic package
o Celebrity ads
o Others
Figure 15
In this survey people where asked reasons for choosing coke out of which 50%
of the people said that coke products tastes good. They like the taste. 0% of the
people gave the reason of price i.e no one purchase the product on the basis of
price.
14% (14 respondents) of the population seek variety.
12% (12 respondents) of the people go on the classic packaging.
16% (16 respondents) purchase the products due to celebrity ads. They purchase
coke by following their favourite celebrity that appears on the coke ads. 8% (8
respondents) are for others.
This concludes that half of the population choose coke due it’s good taste.
76
11) Which of the sodas does your local shops offer?
o Coca cola
o Pepsi
o Don’t know
Figure 16
According to this survey, 36% (36 respondents) of the local shops offer coca
cola.
60% (60 respondents) of the local shops offer Pepsi
And only 4% (4 respondents) of the people are not aware of the shops.
Hence most of the local shops offer Pepsi
77
12) If you drink a diet soda, would you choose Diet Pepsi or Diet
Coke?
o Diet Coke
o Diet Pepsi
Figure 17
Nowadays people are weight conscious and hence keeping that in mind coke
company came up with an idea of introducing diet cokes and diet Pepsi This
idea came across alot of people and hence this question was asked in this survey.
According to the survey, 44% (44 respondents) of the population prefer diet
coke and 56% (56 respondents) of the people prefer diet Pepsi
78
13) How important is the eco-friendliness of each company in your
decision between coke and Pepsi products?
o Not important
o Moderately important
o Very important
Figure 18
With keeping the eco-friendly concepts and campaigns in mind, according to

the survey 36% (36 respondents) of the population feel that eco-friendliness is
not important.
30% (30 respondents) of the population state that it is moderately important.
And 34% (34 respondents) of the population and feel that eco-friendliness is
very important.
Hence most of the population keeps in view the eco-friendliness while deciding
between coke and Pepsi
79
14) How important are the charity work and community
involvement of each company in your decision between coke and
pepsi?
o Not important
o Very important
Figure 19
According to the survey, 28% (28 respondents) of the population says that
charity work and community involvement of each company is not important
while deciding between coke and Pepsi
On the other hand 36% (36 respondents) of the population state that it is
moderately important.
And also 36% (36 respondents) of the population state that it is very important.
Hence charity work and community involvement is important for people.
80
15) In which media channels do you usually recognize coke and
pepsi’s ads?
o TV
o Radio
o Internet
o Magazines
o Posters
Figure 20
90% (90 respondents) of the population usually recognize coke and pepsi ads
through TV.
Only 2% (2 respondents) of the population recognize via radio as radio has
become the old media channel in today’s world.
4% (4 respondents) of the population recognizes the ads through internet this
will mostly include the youngsters.
1% (1 respondents) of the population by referring magazines and 3% (3
respondents) of the population through posters.
Hence as more than half of the population watches TV it states that people
recognize the coke and Pepsi ads by TV.
81
16) Do you think Coke and Pepsi company should manufacture new
product?
o Yes
o No
Figure 21
64% (64 respondents) of the population says that coke and pepsi companies
should manufacture new products.
And 36% (36 respondents) of the population feel that coke and pepsi companies
should not manufacture new products as they are happy and satisfied with
current products.
82
17) Which of the marketing campaign do you prefer? Why?
o Coca cola celebrity campaign
o Pepsi celebrity campaign
o Don’t know
Figure 22
According to the survey, 46% (46 respondents) of the population prefer coca-
cola celebrity campaign.
44% (44 respondents) for pepsi celebrity campaign and 10% (10 respondents)
state as don’t know.
Hence people prefer more of coca-cola celebrity campaign.
83
18) Do you think coke ads are appealing enough? Why?
o Yes
o No
Figure 23
82% (82 espondents) of the population feel that coke ads are appealing enough
and 18% (18 respondents) disagree.
Hence coke ads are appealing due to it’s creativity and addition of celebrities to
the ads. People are buying products because they are highly convinced by their
favourite celebrity in the ad for purchasing the product.
84
19) Do you think coke and pepsi companies should improve it’s
quality? Why?
o Yes
o No
Figure 24
According to the survey, 50% (50 respondents) of the population think that coke
and pepsi companies should improve it’s quality.
On the other hand 50% (50 respondents) of the population state that coke and
pepsi companies should not improve it’s quality.
Hence it is seen that the population equally thinks that the quality should be
improved and should not be improved.
85
20) Any suggestions?
✓ They should make it safe for children i.e no chemicals, etc.
✓ The company must increase the amount of soda.
✓ Should decrease the amount of soda.
✓ The company should add more flavours.
✓ Should decrease the sweetness in Diet coke.
✓ They should add more celebrities in the ads.
✓ They should not use toilet cleaners in the product. It is very harmful to consume.
86
EXTERNAL AWARDS RECEIVED BY PEPSICO INDIA IN 2013
• Doc T.S.R. Murali, Head R&D, was awarded a Gold Medal by Secretary, Ministry of
Food Processing, Government of India for his outstanding contribution in supporting
R&D, Innovation and growth of Food Processing Sector in India.
• Satharia plant was awarded LEED (Leadership in Energy and Environmental Design)
Gold Green Certification by Indian Green Building Council.
• India Region Finance and BIS team won UK’s Adam Smith award in collaboration
with Citibank for Best practices and innovation under the section Asia Pacific Regional
Award for Best Practices in the “Highly Commended’ category.
• PepsiCo India won the award for “Excellence in Developing the Leaders of Tomorrow”
at the second edition of the SHRM (Society for Human Resource Management) India
HR Awards.
• PepsiCo India’s Sangareddy Plant was recognized by CII with “Commendation
Certificate for Strong Commitment to Excel in Food Safety” in the category of “Large
Manufacturing Food Businesses – Beverages.
• PepsiCo India’s Sathariya, plant won the CII Award for Outstanding Performance in
Food Safety Excellence in the Category of ‘Rising Star; Large Manufacturing Food
Businesses – Beverages.’
87
CHAPTER 5
FINDINGS AND SUGESSTIONS
SUGGESTIONS:
• PepsiCo is always looking into the future, trying to make the company most
profitable and suiting to its company.
• The companies should try introducing products with less calories for health
conscious group.
• Although T.V. plays an important role, the companies should explore other
social media platforms for campaigning.
• PepsiCo is also formulating its Aquafina Alive water with a new price.
• A healthy relationship should be maintained between the company’s executives’
and the dealers.
• More focus on sales of health drinks.
• All the factors involved in pest analysis have a great impact on each and every
company they all are interconnected with each other and also leads to a
profitable business.
• The companies might explore the opportunities for improving the quality of the
product.
FINDINGS:
• The most popular flavour in the market is Coca cola.

• Coca cola is the market leader and Pepsi is the market challenger in the whole
market.
• Coca Cola is the highest selling in the market.
• Coca Cola is the market leader in overall market.
• Diet coke and diet pepsi is not very much preferred.
88
• People are equally looking for improvements in the drinks.
• Introduction of new products plays a major role in capturing market share.
• Price has not much impact on the sale of the product.
RECOMMENDATIONS
• Products decisions : add in Soya drink and Ice cream to increase their product
portfolio and sales revenue
• Product Decision: Produce a range of Healthy, i.e. Sugar free or diet
Alternatives of different brands.
• Promotion their products through Effecting Marketing and Advertising
strategies.
• Improving production efficiencies through optimal outsourcing of production
and integration
• Market Positioning: The company should modify its advertising strategy and
educate the customers about its age-old existence and enhance its brand image.
This will appeal to the target customers of middle and older age groups apart
from the younger generation in which PEPSI has a good hold.
• Placing Strategy: Rural market being a very potential segment needs very quick
and prompt efforts to be taken to capture this high volume market.
• Pricing: Soft drink is still considered a treat virtually a luxury, so it possible
company should cut down its price especially of cans.
• PR: A company may create favorable impression among the youth if they
sponsors small events like college festivals, university programs, school
functions, fashion shows, quiz programs etc.
89
CONCLUSIONS:
The Pepsico has played a phenomenal role throughout the world in increasing productivity
of food and beverage. PepsiCo is the second largest food and beverage business in the
world. One of the largest US multinational investors in the country, PepsiCo has been
consistently investing in India and has built an expansive beverage and snack food business
supported by 38 beverage plants and 3 food plants. PepsiCo India has pioneered and
established a model of partnership with farmers and now works with over 24,000 happy
farmers across nine states. More than 45 percent of these are small and marginal farmers
with a land holding of one acre or less. PepsiCo India has provided direct and indirect
employment to almost 2,00,000 people. The company believes in providing employment
and growth opportunities to local talent. Its ‘College of Leadership’, ensures early
identification of talent, and employees’ focused development through critical experiences.
PepsiCo firmly believes that encouraging diversity means encouraging policies and
systems that respect people’s special needs.
Market segmentation is important to companies so that firms can easily enter the market
and have a potential growth. If PepsiCo does not target young population in the beginning,
it is hard to occupy the market and compete with its competitor which is Coca-Cola.
Thus, it can be concluded that soft drink industry in India is growing day by day.
According to the research we have observed that consumer preference as well as
market share of Coca Cola is higher than Pepsi in the market. This also applicable
all over the Indian market also.
This study also showed that the corporate social responsibility is not of much
relevance to the consumers of the product. According to the consumers, the product
preference is not important considering environment friendliness and contribution to
the society.
90
CHAPTER 6
BIBLIOGRAPHY
WEBSITES:
➢ Bussinessinsider.in
➢ Marketing91.in
➢ 123helpme.com
➢ Marketingdawn.com
➢ http://www.pepsico.com/
➢ http://en.wikipedia.org/wiki/PepsiCo
➢ http://www.wikiwealth.com/
➢ https://blog.daviesbdm.com/what-is-strategic-marketing
BOOK
➢ Marketing Management (BMS)
➢ Dr. Philip Kotler Marketing Management (13th Edition)
91
APPENDIX
1) In which category of age do you belong to?
o 15-20
o 21-30
o 31-40
o 41-50
o 51-60
o 61-70
2) What is your gender?

o Female
o Male
3) What is your occupation?

o Student
o Unemployment
o Self employed
o Retired
o Full time job
o Full time parent
o Part time job
o Job seekers
4) Which is your favourite?

o Coke
o Pepsi
5) Who do you think is coca cola’s biggest threat?

o Pepsi
o Red bull
o Boost
o Fanta
o Mountain due
92
6) Do you think coke is the leading soft drink brand?
o Yes
o No
7) How often do you purchase coke products?

o Occasionally
o Rarely
o Never
o Frequently
8) Which coke products have you previously purchased?

o Coke
o Coke lime
o Coke zero
o Diet coke
9) How do you feel coke products are priced?

o Extremely overpriced
o Slightly overpriced
o Appropriately priced
o Low priced
10) What is the reason to choose coke?

o It tastes good
o Price
o Variety
o Classic package
o Celebrity ads
o Others
________________________
93
11) Which of the sodas does your local shops offer?
o Coca cola
o Pepsi
o Don’t know
12) If you drink a diet soda, would you choose Diet Pepsi or Diet
Coke?
o Diet Coke
o Diet Pepsi
13) How important is the eco-friendliness of each company in your

decision between coke and pepsi products?
o Not important
o Very important
14) How important are the charity work and community

involvement of each company in your decision between coke and
pepsi?
o Not important
o Very important
15) In which media channels do you usually recognize coke and

pepsi’s ads?
o TV
o Radio
o Internet
o Magazines
o Posters
94
16) Do you think coke and pepsi company should manufacture new
product?
o Yes
o No
17) Which of the marketing campaign do you prefer? Why?

o Coca cola celebrity campaign
o Pepsi celebrity campaign
o Don’t know
_________________________________________________
_________________________________________________
18) Do you think coke ads are appealing enough? Why?

o Yes
o No
______________________________
19) Do you think coke and pepsi companies should improve it’s
quality? Why?
o Yes
o No
_______________________________
20) Any suggestions?

___________________________
________________________________________`
95

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PROJECT REPORT ON:

A STUDY ON MARKETING STRATEGIES OF PEPSICO AND

BHAKTI DHARMENDRA SHARMA

T.Y. BCOM (ACCOUNTING AND FINANCE) (SEMESTER 6)

MR. SAGAR SHINDE

ACADEMIC YEAR 2018-2019

I BHAKTI DHARMENDRA SHARMA from THAKUR COLLEGE OF

“A STUDY ON MARKETING STRATEGIES OF PEPSICO AND COCA

I ALSO DECLARE THAT THIS PROJECT WHICH IS A PARTIAL

BHAKTI DHARMENDRA SHARMA

THIS IS TO CERTIFY THE PROJECT ENTITLED IS SUCCESFULLY

COORDINATOR PROJECT GUIDE PRINCIPAL

INTERNAL EXAMINER EXTERNAL EXAMINER

I would like to acknowledge the following as being idealistic channels and

I take this opportunity to thank the University of Mumbai for giving me

I would like to thank my Principal, Dr. C.T. CHAKROBORTY for

I would also like to express my sincere gratitude towards my project guide,

I would like to thank my College Library, for having provided various

This investigation presents a concise investigation of advancement devices and procedures

LITERATURE REVIEW ...................................................................................................................... 57

DATA INTERPRETATION, ANALYSIS AND PRESEMTATION ................................................ 67

FINDINGS AND SUGESSTIONS ........................................................................................................ 88

PepsiCo Inc. is an American global nourishment and drink organization headquartered in

A developing arrangement of charming and healthy bites and drinks:

Display association with more than 24,000 ranchers:

Care for nature:

Commendable business rehearses:

Figure 1: Pepsi Logo

Source: Secondary Source

Coca-Cola, or Coke, is a carbonated soda delivered by The Coca-Cola Company. Initially

Figure 2: Logo of Coca-Cola

Source: Secondary Source

ACQUISITIONS AND DIVESTMENTS

Disinvestment alludes to the utilization of a coordinated financial blacklist to weight an

• Analysing interior and outside qualities and shortcomings.

Vital administration is frequently portrayed as including two noteworthy procedures:

• What is the association's matter of fact?

• Which organizations, items and administrations ought to be incorporated or prohibited

• What is the geographic extent of the business?

• How can the firm create more an incentive for speculators?

Numerous meanings of technique :

• Strategy as ploy – a particular move expected to outsmart a contender; and

• Strategy as point of view – executing system dependent on a "hypothesis of the business"

• Involves adjusting the association to its business condition;

• Affects the whole association by giving guidance;

• May be arranged (planned) and spontaneous (emanant);

• Is done at a few dimensions: in general, corporate technique, and individual business

• Involves both calculated and systematic points of view.

1. Linear procedure: An arranged assurance of objectives, activities, and distribution of

Need of System Management :

Principle explanations behind need of vital administration for an association are:

1. Expanding Rate of Changes:

2. Higher Motivation of Employees:

A compelling methodology ought to create from approaches of a worry. It considers

(b) Available dissemination channel and expenses.

(c) The size of organization tasks.

(e) The examination and advancement program.

(f) The kind of association.