STUDY OF PEPSI ‘S BEVERAGE

INDUSTRY IN INDIA

SUBMITTED TO:-
Prof A.N.BHATTACHARYA
1.ANKUR PANDEY

2.V. SATYA DEEPAK

3.DEEPALI SRIVASTAVA

4.AGAM GUPTA

5.MOHIT KAPOOR
CONTENTS

 Introduction
 Current position
 Pepsi & its segments
 STP
 Marketing mix &
4p’s
 SWOT analysis
 Problems
 Alternate solutions

 INTRODUCTION
Pepsi is a carbonated soft drink produced and
manufactured by PepsiCo. The drink was first made in the
1890s by pharmacist Caleb Bradham in New Bern, North
Carolina. The brand was trademarked on June 16, 1903.
There have been many Pepsi variants produced over the
years since 1898.

In 1903, Bradham moved the bottling of

Pepsi-Cola from his drugstore to a rented
warehouse. That year, Bradham sold 7,968
gallons of syrup. The next year, Pepsi was sold
in six-ounce bottles, and sales increased to
19,848 gallons. In 1926, Pepsi received its first
logo redesign since the original design of 1905.
Current Position
PepsiCo is the second largest food and beverage company in the
world. It manufactures markets and sells a variety of salty, sweet and grain-
based snacks, carbonated and non-carbonated beverages PepsiCo seeks to
achieve growth and long-term value in its operational activities by creating
competitive advantages through new product innovation

In 2006, PepsiCo acquired Izze Beverage Company Naked Juice and

Stacys Pita Chip Company in the US, Star Foods in Poland, and Bluebird Foods
in New Zealand. It has expanded its presence in the non carbonated drinks as
well as snacks

The company’s volume grew by 5.5% in 2006 compared with 2005 In

2007, the company plans to expand its market share through further
acquisition and joint ventures.

In 2009, company has its revenue upto 43.2 Billion US$ and its net
income was 8.04 Billion US$.
PEPSI & ITS INDUSTRIES

 FOOD SEGMENT  BEVERAGE SEGMENT

 Aliva  Pepsi
 Kurkure  Mirinda
 Frito lays  7up
 Pepsi maxx
 cheetos
 Aquafina
 

Slice
Nimbooz
 tropicana



 BEVERAGE PRODUCTS OF PEPSI CO.

1 . PEPSI 3 . MIRINDA 5 . 7UP

2 . SLICE 4 . AQUAFINA MINERAL WATER
SEGMENTATION,TARGETING
&
POSITIONING
 SEGMENTATION,TAGRETING &
POSITIONING (contd…)
 Basing upon the demographic &
psychographic needs
 AGE
GENDER
TASTE & PREFERENCES



 Targeting the market of the urban & rural

india
 Positioning & trying to create an image or
identity in the minds of their target
market for its product or brand or
organization.
THE MARKETING MIX-4 P’S WITH
SPECIAL
REFERENCE TO PEPSI:
 4P’s IN DETAIL

 Product
 All the soft
drinks & the
food products
in the
industry

 Price
The price of the
products with
respect to the
Indian
scenario

 Place
The urban &
rural markets
where the
products have
 SWOT Analysis of PepsiCo.
Strengths
ØCompany Image

ØQuality Conscious

ØGood Relation with Franchise

ØMarket Share

ØLarge No. of diversity businesses

ØSponsorships
Weaknesses
ØDecline in taste

ØPolitical Franchises

ØShort term Approach

ØWeak Distribution

ØLow Consumer Knowledge

ØLack of Soft Drink

ØFinancial Downfall
 Net Revenue (Comparative)

15,000
13,591 13,796 13,219
in Million US$

13,000

11,000

9,000

7,000

5,000
2007 2008 2009

Years
Opportunities
ØIncrease Population

ØChanging Social Trend

ØDiversification

ØDistribution of Snack Foods

Threats
ØImitators

ØGovernment Regulation

ØNon-Carbonated and other Competitor’s Substitutes

ØCorporation’s Shortage Problem

ØThreat of Labor Strikes

PROBLEMS

 lack of efficiency in distribution network

in some product lines. for eg. My can
and Aliva.
 Lack of emphasis on the brand value in
advertisements. For eg. Aliva and
kurkure.
 Lack of efficiency in product market
survey before the launch of products.
For eg pepsi blue and kurkure desi
beats.
 The target market is youth and the taste
is not in relation with the taste of
target market(pepsi is too sweet)
 RECOMMENDATIONS

ØPromotion of their products through Effecting Marketing and Advertising

strategies.
ØImproving production efficiencies through optimal outsourcing of
production and integration.
ØProduce a range of Healthy, i.e. Sugar free or diet Alternatives of different
brands.
ØThe products should bear the brand name in the advertisements

ØA better & an efficient survey network is to be established in order to

penetrate the market
THANK THANK
YOU YOU