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A PROJECT REPORT ON
IMPACT OF PROMOTIONAL SCHEME
“FRIST BALL KA CAPTAIN”

Submitted by:
Jyoti malik
STUDENT OF PGDBM
SESSION: july2008-2010
Section-F
Roll No.-GJUJUL08AB055

NSB School of Business New Delhi

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CONTENTS

Pages
1. Preface
3

2. Acknowledgement

3. Objective of study

4. Company overview

5. History of PEPSI

6. RKJ Bottling group

7. Pepsi cola jingles

8. List of product of PEPSI

9. Advertisement history

10. Logos of Pepsi

11. FIRST BALL KA CAPTION

12. Research methodology

13. Questionnaires

14. ANALYSIS

15. SWOT analysis

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16. Conclusion
17. Suggestion
18. Bibliography

PREFACE_________
__
Today, it is the time of management. Every walk of life is management
oriented. Management education today has become the essence of life. In
the competitive environment nobody can survive without management.
When we go in management institution, only we get theoretical knowledge
that is not fully sufficient for complete management. So it necessary to
undergo summer training in a competent organization by which we can
practical our theoretical knowledge in to working environment of the
market.

For getting a clear view of a given condition or to find way of

improvement, research project are of immerse value. After under going
summer training in PEPSI, I faced many ground reality which otherwise
would not have been possible to experience sitting in my class. All that
came because of immerse help and supervision laid by Mr. Sharad Vatss
(Marketing Development Manager) Varun Beverage Ltd., Greater Noida
who with is expertise knowledge and experience helped me time to time.

I am grateful to those entire people who helped in my summer training, by

which I have learned a lot of experience who will help me in my job.

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ACKNOWLEDGEMENT
I am thankful to VARUN BEVERAGE LIMITED Greater Noida branch
for providing me the chance to conduct my summer training and project. I
started my marketing research project of PepsiCo covering the city noiada,
which being the premier city of north region.

Marketing research require help and cooperation of many people to

generate new idea. I was very fortunate to have by my side, energetic and
dynamic people who rendered their invaluable help and cooperation to
guide me in the right direction to conduct my project.

I would like to express my gratitude to Mr. Sharad Vatss (MDM) who has
permitted me to do this training under a well established business house
that is VARUN Beverage Ltd.

I am also grateful to the entire official, especially Mr. P.S.Jakub (TDM),

Mr. S.S. Rawat, Mr. Rakesh Rawat, Mr. Ankush, and Mr. Ajay Kumar
Singh for their expert advice, invaluable suggestion and continuously guide
me at each and every step for completion of my project.

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I also convey my sincere and gratefulness for my institution NSB School of
Business New Delhi who imported me the expertise for conducting such a
project.

Lastly, I can not forget the encouragement that I received from my

family who played a major role in helping me to conduct the project.

Akhilendra Prakash
Yadav

OBJECTIVE OF STUDY

Every company launch promotional scheme time to time for their brand
promotion. PepsiCo. also has launched a promotional scheme FIRST
BALL KA CPTION for their customer and consumer. Market has become
very competitive for all. So in such condition only that company can
survive in the market, which will have correct information of their own
product and affect of their promotional scheme on their customer.

So the basic objective of the research project is that to know the affect of
promotional scheme on their customer, such that
1. How much opportunity available in the market for their product?
2. What are the drawbacks of their products?
3. How much present advertisement strategies are effective?
4. Is the company getting their target sale or not?
5. Measure the satisfactory level of retailer and consumer on the basis of
company service level and its competitions and identify the area of
improvements.

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For all these purpose the company wants to collect above-mention
information for making new marketing strategies.

Scope:-
1- Duration for validity of this project would be year 2009.
2- Region where this project is applicable to whole NOIDA city (U.P.)
3- Types of outlet broadly categorized as Shopping malls,
Confectionary, Kirana, and General store etc.

PEPSI COMPANY OVERVIEW

Pepsi

Type Cola

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Manufacturer PepsiCo.

Country of origin United States

1898 (as Brand’s Drink)

Introduced 16 June 1903(as Pepsi-cola)

1961 (as Pepsi)

Coca-Cola
RC Cola
Related products
Dr. Pepper
Inca-Cola

PepsiCo is world leader in convenient food and beverages, with revenues

of about US$ 43.251 Billion (2008) and over 185,000(2008) employees.

PepsiCo, Incorporated is a Fortune 500, American multinational

corporation headquartered in Purchase, NY with interests in
manufacturing, marketing and selling

Pepsi was first made in New Bern, North Carolina, in the United States in
the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's drink"
was changed to "Pepsi-Cola" and later trademarked on June 16, 1903.
There are several theories on the origin of the word "Pepsi". The only two
discussed within the current PepsiCo website are the following:

1. Caleb Bradham bought the name "Pep Kola" from a local

competitor and changed it to Pepsi-Cola.
2. "Pepsi-Cola" is an anagram for "Episcopal" - a large church across
the street from Bradham's drugstore. There is a plaque at the site of
the original drugstore documenting this, though PepsiCo has denied
this theory.

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The word Pepsi comes from the Greek word "Pepsi", which is a medical
term, describing the food dissolving process within one's stomach. It is
also a medical term that describes a problem with one's stomach to
dissolve foods properly.

Another theory regarding the name's origins is that Caleb Bradham and his
customers simply thought the name sounded good and reflected the fact
that the drink had some kind of "pep" in it because it was a carbonated
drink. It was made of carbonated water, sugar, vanilla, rare oils, and kola
nuts. Whether the original recipe included the enzyme pepsin is disputed.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore

into 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 1924, Pepsi received its first logo redesign since the
original rump formula

design of 1905. In 1926, the logo was changed again. In 1929 automobile
race pioneer Barney old field endorsed. Pepsi-Cola in newspaper ads as "A
bully drink...refreshing, invigorating, a fine bracer before a race".

In 1929, the Pepsi-Cola Company went bankrupt during the Great

Depression- in large part due financial losses incurred by speculating on
wildly fluctuating sugar prices as a result of World War I. Assets were sold
and Roy C. Megargel bought the Pepsi trademark. Eight years later, the
company went bankrupt again. Pepsi's assets were then purchased by
Charles Guth; the President of Loft Inc. Loft was a candy manufacturer
with retail stores that contained soda fountains. He sought to replace Coca-
Cola at his stores' fountains after Coke refused to give him a discount on
syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup.

Stock Exchange Listings

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The New York Stock Exchange (NYSE) is the principal market for
PepsiCo common stock, which is also listed on the Chicago and Swiss
Stock Exchanges.

Shareholders

As of February 12, 2009, there were approximately 180,500 shareholders

of record.

Dividend Policy

Dividends are usually declared in late January or early February, May, July
and November and paid at the end of March, June and September and the
beginning of January. The dividend record dates for these payments are,
subject to approval of the Board of Directors, expected to be March 6,
June 5, September 4 and December 4, 2009. We have paid consecutive
quarterly cash dividends since 1965.

Stock Performance

PepsiCo was formed through the 1965 merger of Pepsi-Cola Company and
Frito-Lay, Inc. A $1,000 investment in our stock made on December 31,
2003 was worth about dividends into PepsiCo stock. This performance
represents a compounded annual growth rate of 5.3%.

We aspire to make PepsiCo the world's premier consumer products

company, focused on convenient foods and beverages. We seek to produce
healthy financial rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive to
act with honesty, openness, fairness and integrity.

Management’s Discussion & Analysis:

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Pepsi-Co is a leading global beverage, snack and food company. PepsiCo
manufacture or use contract manufacturers, market and sell a variety of
salty, convenient, sweet and grain-based snacks, carbonated and non-
carbonated beverages and foods in approximately 200 countries, with our
largest operations in North America (United States and Canada), Mexico
and the United Kingdom.

PepsiCo commitment to sustainable growth, defined as Performance with

Purpose, is focused on generating healthy financial returns while giving
back to the communities we serve. This includes meeting consumer needs
for a spectrum of convenient foods and beverages, reducing our impact on
the environment through water, energy and packaging initiatives, and
supporting our employees through a diverse and inclusive culture that
recruits and retains world-class talent. In September 2008, PepsiCo were
again included on the Dow Jones Sustainability North America Index and
the Dow Jones Sustainability World Index. These indices are compiled
annually.PepsiCo management monitors a variety of key indicators to
evaluate his business results and financial conditions. These indicators
include market share, volume, net revenue, operating profit, management
operating cash flow, earnings per share and return on invested capital.

Key Challenges and Strategies for Growth

To achieve his financial objectives, PepsiCo consistently focus on

initiatives to improve his results and increase returns for their
shareholders. For 2009, we have identified the following key challenges
and related competitive strategies for growth that we believe will enable
us to achieve our financial objectives:

In 2008, the U.S. liquid refreshment beverage category declined on a year-

over-year basis. During 2009, we intend to invest to keep our total
beverage portfolio relevant to consumers of all ages. We plan to capitalize
on our new “Refresh Everything” campaign, which features new brand
identities for trademarks Gatorade, Pepsi, Sierra Mist and Mountain Dew,

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as well as key product innovations like new So Be Life water, sweetened
with Pure Via, an all-natural, zero-calorie sweetener recently approved by
the U.S. Food and Drug Administration. In non-carbonated beverages, we
will work to identify untapped thirst occasions and to deliver even more
functional benefits.

Broadening PepsiCo Diverse Portfolio of Global Products

Consumer tastes and preferences are constantly changing. The

increasingly on-the-go lifestyles of consumers and their desire for
healthier choices means that it is more important than ever for us to
continue to broaden our diverse portfolio of global products. We remain
committed to offering consumers a broad range of choices to satisfy their
diverse lifestyles and desires. For example, in 2008, we broadened the
beverage portfolio by partnering with The Pepsi Bottling Group (PBG) to
acquire JSC Lebedyansky (Lebedyansky), Russia’s leading Juice
Company, by acquiring V Water in the United Kingdom and by expanding
our successful Lipton Tea partnership with Unilever. We expanded into
adjacent snack categories by introducing True North nut snacks and
forming a joint venture that offers Sabra refrigerated dips. During 2009,
through a combination of tuck-in acquisitions and innovation, we plan to
continue to broaden the range of products we offer in our existing
categories and expand into adjacent ones.

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we are also committed to securing our innovation pipeline, and have

coordinated our research and development departments across the
Company into one global innovation team.

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Successfully Navigating the Global Economic Crisis
We have also implemented our Productivity for Growth program
which is expected to cumulatively generate more than
$1.2 billion in pre-tax savings over the next three years.

We and our customers, suppliers and distributors have all been impacted
by the continuing global economic crisis. Global economic conditions
have resulted in decreased consumer purchasing power, volatile
fluctuations in the prices of key commodities such as oil, corn, sugar and
oats and adverse foreign currency exchange rates. To navigate through
these conditions we plan to continue to focus on fundamentals, such as
ensuring that we offer products with the right price to value proposition
and managing cash flow, interest expense and commodity costs. We have
also implemented our Productivity for Growth program which is expected
to cumulatively generate more than $1.2 billion in pre-tax savings over the
next three years and that will also allow us to increase investments in
long-term research and development, innovation, brand building and
market-specific growth initiatives.

Expanding in International Markets

Our operations outside of the United States contribute significantly to our

revenue and profitability. Because per capita consumption of our products
is still relatively low in many of these markets, we believe there is a
significant opportunity to grow internationally by expanding our existing
businesses and through acquisitions, particularly in emerging markets.
During 2008, we announced significant capital investments in Brazil, India,
Mexico and China. We also strengthened our international presence
through acquisitions such as Marbo, a snacks company in Serbia, by
expanding our successful Lipton Tea partnership with Unilever, and by
partnering with PBG to acquire Russia’s largest juice company. We plan to
seek opportunities to make similar investments to drive international
growth in 2009 and beyond. We also plan to

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continue developing products that leverage our existing brands but appeal
to local tastes.

Maintaining our Commitment to Sustainable Growth

Consumers and government officials are increasingly focused on the

impact companies have on the environment. We are committed to
maintaining high standards for product quality, safety and integrity and to
reducing our impact on the environment through water, energy and
packaging initiatives. We plan to continue to invest in programs that help
us reduce energy costs, conserve more energy and use clean energy
sources, such as our wind turbine project in India which supplies more
than two-thirds of the power used by our Mamandur beverage plant each
year. We are also actively working on new packaging initiatives to further
reduce the amount of plastic used in our beverage containers, and we
continue to partner with community organizations to increase recycling
efforts.

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HISTORY OF PEPSI-COLA

1893- Caleb Braham a young pharmacist from New Bern, North Carolina,
begins experimenting with many different soft drink concoctions, patrons
and friends sample them at his drugstore soda fountain.

1898- One of Caleb’s formulation known as “Brand Drink’s” a

combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is
renamed “Pepsi-Cola” on august 28, 1898. Pepsi-cola receive its first logo.

1902- The instant popularity of this new drink leads Braham to devote all
of his energy to developing Pepsi- Cola in to a full fledged business. He
applies for a trademark with the U.S. patent Office, Washington D.C. AND
Forms the first Pepsi- Cola Company.

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1904- Braham purchases a building in New Bern known as the ‘Bishop
Factory” for $ 5,000 and moves all bottling and syrup operation to this
location. Pepsi is sold in six once bottles. Sales increase to 19,848 gallons.

1905- Pepsi-Cola’s first bottling franchises are establishes in charlotte and

Durham, North Carolina. Pepsi receive its new logo. Its first change since
1898.

1906- Pepsi gets another logo change, the third in eight years. The modified
script logo is created with the slogan, “the original pure Food Drink.” There
are 15 U.S. Pepsi bottling plants. The Pepsi trademark registered in
Canada. Syrup sales rise to 38,605 gallons.

1907- Pepsi- Cola Company continues to expand; the company’s bottling

network grows to 40 franchises. Pepsi-Cola sells more than 100,000 gallons
of syrup.

1908- Pepsi-cola become one of the first companies to modernize delivery

from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24
states are under contract to make and sell Pepsi-Cola.

1909- Automobile race pioneer Barney old-field endorses Pepsi-cola in

newspaper ads as “A bully drink … refreshing invigorating, a fine bracer
before a race.”

1910- The first Pepsi-cola bottlers’ convention is held in New Bern, North
Carolina.

1920- Pepsi theme line speaks to the consumers with “Drink Pepsi-cola, it
will satisfy you.”

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1923- Pepsi-cola Company is declared bankrupt and its assets are sold to a
North Carolina concern, Craven Holding Corporation, for $ for 30,000.
Roy C. Mega gel. A well street broker buys the Pepsi trademark, business
and goodwill from Carven Holding Corporation for $ 35,000 forming the
Pepsi-cola Corporation.

1928- After five continuous losing years, Mega gel recognizes his company
as the National Pepsi-cola Company, becoming the fourth parent company
to own the Pepsi trademark.

1931- U.S. District court for Eastern Virginia declares the National Pepsi-
Cola Company bankrupt, the second bankruptcy in Pepsi-cola history.

1933- By the end of the year, Goth’s new Pepsi-cola Company is insolvent.
In a series of moves, he acquires Mega gel’s interest in the company,
giving himself 91% ownership of Pepsi.

1934- A landmark year for Pepsi-cola Company. The drink was a hit and
attracts even more sales; the company begins selling its 12-ounce drink for
5%. The 12-ounce bottle debuts in Baltimore, where it is an instant success.
The cost saving proves irresistible to depression-worn Americans and sales
skyrocket nationally.

Caleb Braham the founder of Pepsi-Cola and Brand’s drink dies at 66(May
27th, 1867-feb 19th 1934).

1935- Guth moves the entire Pepsi-Cola operation to long island city New
York, and sets up national territorial boundaries for the Pepsi bottler
franchise system.

1936- Pepsi grant 94 new U.S. franchises and year end profit reach
$2,100,000.

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1938- Walter S. Mack Jr. V.P. of Phoenix Securities Corporation is elected
President of the Pepsi-Cola Company. Mack, who considers advertising the
keystone of the soft drink business,. Pepsi turns into a modern marketing
company.

1939- The “Pepsi and Pet” comic strip introduce the “twice as much for a
nickel” theme in newspapers Pepsi-Cola company names Mack as CEO.
The board of directors removes Guth from the Pepsi payroll after he plans
to personally acquire a competing cola.

1940- Pepsi-Cola Company makes advertising history with “Nickel,

Nickel,” the first advertising jingles ever broadcast nationwide on radio.

1941- The New York stock exchange trade Pepsi’s stock for the first time.
In support of the war effort, Pepsi’s bottle crown colors change to red,
white, and blue.
1943- Pepsi theme line becomes “Bigger Drink, Better Taste.”

1948- Corporate headquarter moves from Long Island city, New York to
midtown Manhattan.
1950- Alfred N.Steel becomes president and CEO of Pepsi-Cola. Mr.
Steel’s wife, Hollywood movie star Joan Crawford, is instrumental in
promoting the company’s product line.
Pepsi receives its new logo, which incorporate the “bottle cap” look. The
new logo is the fifth in the Pepsi history.

1953- “The light Refreshment “campaign capitalizes on a change in the

product formula that reduces caloric content.

1955- Herbert bar net is named president of Pepsi-cola.

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1959- Pepsi debuts at the Moscow Fair. Soviet premier Khrushchev and
U.S. vice president Nixon share a Pepsi.

1960- Young adult become the target consumers and Pepsi’s advertising
keeps pace with “Now it’s Pepsi for those who think young.”

1962- Pepsi receives its new logo, the sixth in Pepsi history. The serrated
bottle cap logo debuts accompanying the brand’s groundbreaking Pepsi
generation ad campaign.

1963 – After the climbing the Pepsi ladder from fountain syrup salesman,
Donald M. Kendall is named CEO of Pepsi-cola company. Pepsi-cola
continues to lead the soft drink industry in packaging innovations, when the
12ounce bottle gives way to the 16ounce size. 12ounce Pepsi cans was first
introduced to the military to transport soft drinks all over the world.

1964- Diet Pepsi, America’s first national diet soft drink, debuts. Pepsi-cola
acquire Mountain Dew from the Tip Corporation.

1965- Expansion out side the soft drink industry begins. Frito-Lay of
Dallas, Texas, and Pepsi-cola merge, forming PepsiCo. Inc. Military
12ounce cans were such a success that full scale commercial distribution
begins. Mountain Dew launches its first campaign “Yahoo Mountain
Dew… It’ll tickle your innards”

1970- Pepsi leads the way into metrics by introducing the industry’s first
two-liter bottles. Pepsi is also the first company to respond to consumer
preference with light-weigh, recyclable, plastic bottles.Vic Bonomo is
named President of Pepsi-Cola.
The Pepsi World Headquarters moves from Manhattan to Purchase, New
York.

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1974- First Pepsi plant opens in the U.S.S.R. Television ads introduce the
new theme line, “Hello, Sunshine, Hello Mountain Dew.”

1976- Pepsi becomes the single largest soft drink brand sold in American
supermarkets. The campaign is “Have a Pepsi Day” and a classic
commercial, “Puppies” become one of American’s best-loved ads. As
people get back to basics, Pepsi is there as one of the simple things in life.

1977- At 37, marketing genius Johan Sculley is named President of Pepsi-

Cola.

1978- The company experiments with new flavors. Twelve- cans are
introduced.

1980-Pepsi becomes number one in sales in the take home market.

1981-PepsiCo and China rich agreement to manufacture soft drinks, with

production beginning next year.

1982-Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi

Challenge activity has penetrated 75% of the U.S. market.

1983- Mountain Dew launches the “Dew it to it” theme.

1984- Pepsi advertising takes a dramatic turns as Pepsi becomes “the

choice of a New Generation.”
Lemon Lime Slices, the first major soft drink with real fruit juice, is
introduced, creating a new soft drink category, “juice added.” In
subsequent line of extension, Mandarin Orange Slice goes on to become
the number one orange soft drink in U.S.
Diet Pepsi is reformulated with NutraSweet (aspartame) brand sweetener.

1985-After responding to years of decline, Coke loses to Pepsi preference

tests by reformulating. However, the new formula was met with
widespread consumer rejection, forcing the re-introduction of the original
formulation as “Coca-Cola classic.”

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The cola war takes “one giant sip for mankind” when a Pepsi “space can”
successfully tested aboard the space shuttle. By the end of 1985, the new
generation campaign earns more than 58 major advertising and film-
related awards. Pepsi campaign featuring Lionel Richie is the most
remembered in the country, according to consumer preference polls.

1986- Chairman Donald M. Kendall retires and is succeeded by D. Wayne

Calloway. 7-up international were acquired in Canada. Pepsi- cola acquire
Mug Root Beer.

1987- Pepsi-cola president Roger Enrico was named President/ CEO of

PepsiCo World wide Beverages.
Pepsi-cola headquarter moves from Purchase to Somers, New York.
After a 27 year absence, Pepsi returned to Broadway with the lighting of a
spectacular new neon sign in Times Square.

1988- Craig Weather up is appointed President/CEO of Pepsi-Cola

Company.

1989- Pepsi lunges into the next decade by declaring Pepsi lovers “A
Generation Ahead”
Chris Sinclair is named president of Pepsi-Cola international.
Pepsi-cola introduced an exciting new flavor, Wild cherry Pepsi.

1990- American music award and Germany winner rap artist Young MC
writes and performed song exclusively for national radio ads for Pepsi
family by endorsing Diet Pepsi. The slogan is “You Got The Right One
Baby.”

1991- Craig E. is named CEO of Pepsi-cola North America, as Canada

became part of the company’s North American operations.
Pepsi introduced the first beverage bottle containing recycled polyethylene
terephthalate (PET) in to the market place. The development marks the

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first time recycled plastic was used in direct contact with food in
packaging.

1992- Pepsi-cola launches the “Gotta Have It” theme supplant the
longstanding “Choice of a New
Generation.”

Pepsi-Cola and Lipton Tea Partnership formed. Pepsi will distribute single
serve Lipton Original and Lipton Brisk products.

• PepsiCo purchases an equity interest in California Pizza Kitchen. It

is sold in 1997.
• Pepsi-Cola introduces new "Gotta Have It" advertising theme and
launches the "Gotta Have It" card.
• Frito-Lay and General Mills agree to merge snack food businesses
in Europe.
• Frito-Lay introduces reformulation of Doritos brand Nacho
Cheesier flavored tortilla chips.
• Frito-Lay presents network Lay's/Ruffles advertising -- the first in
10 years.
• Frito-Lay enlists George Foreman for Doritos advertising.
• Pepsi introduces new slogan "Be Young - Have Fun - Drink Pepsi."
• Pepsi-Cola begins distribution of Lipton's line of ready-to-drink teas
nationwide

1993-

• Frito-Lay launches new Doritos brand Tortilla Thins. Within five

months of launch, Tortilla Thins breaks into the ranks of the 10
largest-selling snack chips in the U.S.
• After a 27-year absence, Pepsi returns to Broadway with the
lighting of a spectacular new neon sign in Times Square.
• Both PepsiCo beverages and snack food operating profits pass the
$1 billion mark.

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• Pepsi-Cola introduces freshness dating.
• Frito-Lay introduces Baked Tostitos brand Tortilla Chips.
• Pepsi introduces "The Cube," an innovative 24-can multipack, that
satisfies growing consumer demand for convenient large size soft
drink packaging.
• PepsiCo acquires East Side Mario's Restaurants Inc. It sells the 40
units in 1997.

• PepsiCo acquires D'Angelo Sandwich Shops chain, which is sold in

1997.
• Pepsi-Cola International introduces Pepsi Max, a soft drink with
unique blend of sweeteners that delivers maximum cola taste in a no-
sugar product.
• Frito-Lay nationally launches Wavy Lay's Original and Au Gratin
flavors.
• Pepsi-Cola introduces Aquafina bottled water into test market.

1994-

• Pepsi-Cola is first major soft drink maker to begin producing and

distributing its product in Vietnam.
• Pepsi-Cola launches its sports drink All Sport. It is sold in 2001.
• Pepsi-Cola International acquires Indian company, its first big
bottling plant in Bombay.
• Doritos is introduced to the United Kingdom, marking the creation
of a new "global brand."
• Frito-Lay and K.C. Masterpiece Original Brand Barbecue Sauce
launches Lay's Masterpiece brand Barbecue Flavor Potato Chips,
marking the first time Lay's has entered into a co-branding agreement.
• PepsiCo and Starbucks form the North American Coffee
Partnership to jointly develop ready-to-drink coffee beverages.
• Pepsi-Cola licenses the Citrus Hill trademark from The Procter &
Gamble Co. to launch a line of fountain juices and drinks.

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• China gets cheese-less Cheetos, the first time a major snack-food
brand will be produced in China for Chinese tastes.
• Reba McEntire becomes first celebrity to appear nationally on a
Frito-Lay package.
• Frito-Lay nationally launches new baked Rold Gold Fat Free Thins
Pretzels, the first fat free reduced sodium pretzel introduced by the
company.
• Wake Forest University names its School of Business and
Accountancy in honor of Wayne Calloway.
• PepsiCo sales reach $30.4 billion. There are 470,000 employees
worldwide, making PepsiCo the third largest employer.

1995-

• Pepsi-Cola introduces "Nothing else is a Pepsi" theme line.

• Pepsi-Cola is top ad scorer in Super Bowl.
• Mountain Dew sponsors the Grammy Awards. Theme line is "Been
There, Done That, Tried That."
• The Pepsi Lipton Tea Partnership debuts new ad campaign
emphasizing "There's only one Original."
• Pepsi-Cola introduces Smooth Moos Smoothies, a line of low-fat
dairy shakes.
• 7Up International launches 7UP Ice Cola, a new clear cola.
• Frito-Lay aggressively expands its low/no-fat snack segment. Baked
Lays is introduced.
• Frito-Lay tests Baked Tostitos, Rold Gold Fat Free Pretzels, Ruffles
Reduced Fat Potato Chips and Tostitos fat-free salsas and black bean
dip brands. Campaign line is "Taste the fun, not the fat."
• PepsiCo will introduce Lay's brand potato chips in 20 markets
throughout the world.
• PepsiCo is on-line at http://www.pepsico.com

1996-

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• Pepsi-Cola launches Pepsi World at www.pepsiworld.com
• "Pepsi Stuff" unveiled. Consumers save points for merchandise.
• PepsiCo stocks splits two-for-one.
• Pepsi-Cola domestic and international operations combined into
Pepsi-Cola Company. International and domestic snack food
operations combined into one business unit called Frito-Lay
Company.
• Mountain Dew launches a massive beeper network called "The
Mountain Dew Extreme Network."
• PepsiCo, Inc. and Lucasfilm Ltd. announce the largest promotional
alliance in entertainment history, linking existing and future Star Wars
series with PepsiCo beverage, snack foods and restaurant brands
worldwide.
• Pepsi-Cola and MTV establish a partnership to develop
international programming, cross promotions, marketing tie-ins and
special events.

• Filming of the world's first commercial in space. Cosmonauts shoot

a large blue Pepsi can in orbit outside the MIR Space station.
• International retail sales of Doritos brand tortilla chips exceed $250
million, global expansion nears 20 countries.
• PepsiCo announces plans to spin off its restaurant businesses as an
independent publicly-traded company, sell its food distribution
company and focus on its core beverage and snack food businesses.
The spin-off is completed October 6, 1997. Shareholders receive one
share in the new restaurant company, Tricon Global Restaurants, Inc.,
for every 10 shares they hold in PepsiCo, Inc.
• PepsiCo is now a $20 billion company with approximately 140,000
employees worldwide.
• Pepsi-Cola is top ad scorer in Super Bowl.
• Mountain Dew sponsors the Grammy Awards. Theme line is "Been
There, Done That, Tried That."

25
 APY
• The Pepsi Lipton Tea Partnership debuts new ad campaign
emphasizing "There's only one Original."
• Pepsi-Cola introduces Smooth Moos Smoothies, a line of low-fat
dairy shakes.
• Roger Enrico succeeds Wayne Calloway as chief executive officer
and chairman of the Board of Directors.

1997-

• Pepsi-Cola introduces new advertising campaign with the theme

"Generation Next."
• Pepsi-Cola North American bottling operations become a separate
unit called The Pepsi-Cola Bottling Co.
• National roll-out of Aquafina bottled water.
• Frito-Lay announces plans to buy the 104-year-old snack, Cracker
Jack, a candy-coated mix of popcorn and peanuts from Borden Foods
Corp.
• Pepsi-Cola kicks off the celebration of its 1998 100th Anniversary
with first worldwide bottler’s conference, held in Hawaii. The event is
held during the same time as first bottler's conference.
• Frito-Lay introduces Doritos 3D's Tortilla Chips, a triangle-shaped
chip.

1998-

• Pepsi-Cola introduces two-liter plastic bottle with built-in "grip

handle" that makes it easier to grip and pour.
• PepsiCo Chairman and CEO Roger A. Enrico donates his salary to
provide scholarships for children of PepsiCo employees.
• Pepsi introduces new look called the "Globe" which prominently
features a 3-dimensional Globe against a blue ice backdrop.

26
 APY
• Pepsi-Cola announces breakthrough product: Pepsi One, great-
tasting, one-calorie cola is first in United States with newly FDA
approved sweetener Sunett®.
• Former Chairman and CEO Wayne Calloway dies on July 9th. He
joined PepsiCo in 1967 becoming its Chairman and CEO in 1986.
• PepsiCo acquires Tropicana Products from Seagram Company Ltd.,
the biggest acquisition ever undertaken by PepsiCo. Tropicana was
founded in 1947 by Anthony Rossi. Its major brand is Tropicana Pure
Premium Juices.
• The Frito-Lay Company purchases Smith's Snackfood Company in
Australia from United Biscuits Holdings, Inc. (Purchase completed on
Aug. 26.)
• In November the PepsiCo Board of Directors authorizes the
company to convert a significant portion of its $7 billion company-
owned bottling operations, The Pepsi Bottling Group (PBG) into
public ownership.
• PepsiCo signs groundbreaking 10-year agreement with the YMCA
of the USA through which both Pepsi-Cola and Frito-Lay will develop
national and local marketing programs to support the organization's
many charitable efforts.
• Frito-Lay becomes the snack chip leader in South and Central
America as it enters a joint venture with Empreseas Polar SA of
Venezuela.
• Frito-Lay acquires Barcel, Chile's second-largest snack company.
• Frito-Lay acquires an expanded state in Tasty Foods Egypt.
• Pepsi and Frito-Lay media buying is consolidated.
• PepsiCo products contribute more than any other packaged goods
company to the sales growth in U.S. supermarkets, mass
merchandisers and chain drug stores.

• Tropicana Products, Inc. acquires Alimentos del Valle S.A., one of

Spain's leading chilled juice and soup companies.

27
 APY
1999-

• Tropicana introduces two new calcium-fortified Pure Premium

juices: Pure Premium Grovestand Calcium and Pure Premium Ruby
Red Grapefruit Calcium.
• Pepsi launches "The Joy of Cola" advertising campaign.
• In March, The Pepsi Bottling Group, the world's largest Pepsi
bottler, begins trading on the New York Stock Exchange. It is listed
under the symbol PBG. The $2.3 billion public offering is among the
biggest initial public offerings in stock market history.
• Steve Reinemund named president of PepsiCo.
• Hallie Eisenberg "Joy of Cola" commercials named #6 of "Fifty
Greatest TV commercials of all time," by TV Guide.
• Lipton introduces Iced Tea Green Tea with Honey and Diet Peach.
• PepsiCo and Suntory Limited signed an agreement to create a joint
venture linking bottling networks in North Carolina and New York.
The new company, Pepsi Bottling Ventures, will be the third largest
bottler in the Pepsi system.
• Tropicana juices are entering the huge India market for the first
time. Spearheaded by Tropicana Asia Pacific, orange juice will appear
in the New Delhi and Bangalore markets.
• Frito-Lay introduces a new corporate logo.
• Frito-Lay signs agreement with Oberto Sausage to be the exclusive
distributor of the natural-style jerky

2000-

• Pepsi-Cola revives its "Pepsi Challenge" advertising campaign.

Challenge includes Pepsi One and Diet Coke as well as regular cola.
• Pepsi-Cola teams up with Yahoo Inc., the biggest web navigation
company, in a multimedia marketing campaign aimed at teens and
young adults.

28
 APY
• Tropicana, in a joint venture with Galaxy Foods Co., will introduce
an icy smoothie soy milk-and-fruit drink, made with juice, fruit puree
along with soymilk and soy protein.
• Aquafina brand bottled water becomes the best-selling brand of
single-serve bottled water in US retail channels.
• PepsiStuff.com, a web site for merchandise, discounts and digital
music files from biggest names in movies, music, video games,
apparel and sports is launched in joint promotion with Yahoo.
• Pepsi-Cola launches "Sierra Mist" a caffeine-free, lemon/lime soda.
• The North American Coffee Partnership launched Caramel-flavored
bottled Frappuccino Coffee Drink - the sixth flavor addition to its
popular line of ready-to-drink coffee.
• PepsiCo, Inc. reaches agreement to acquire a majority stake in
South Beach Beverage Company, whose highly innovative SoBe
brand has made it one of industry's most successful companies.
• PepsiCo, Inc. and The Quaker Oats Company reached an agreement
to merge.
• PepsiCo completes the acquisition of a majority stake in South
Beach Beverage Co.
• PepsiCo sales are $20 billion and the company has 125,000
employees at year end.
• PepsiCo launches Diversity@work,
http://www.pepsico.com/diversity website.

2001-

• Pepsi-Cola Company launches Dole single-serve juices in vending

machines, coolers and other retail outlets throughout the United
States.
• Pepsi-Cola's flagship brand will have new tagline, "The Joy of
Pepsi."
• Tropicana celebrates a company milestone - 300 billion fresh
oranges squeezed since the company began making country's first
ever mass distributed, not-from-concentrate juice in 1947.
• Tropicana introduces Smoothies. A natural juice-based product,
smoothies combine fruit juices and non-fat yogurt into a smooth,
filling drink that delivers nutrition, taste and convenience.

29
 APY

• Pepsi-Cola launches the bold new Mountain Dew Code Red

nationwide. It is Mountain Dew's first line extension since the
introduction of Diet Mountain Dew in 1988.
• May 2 -The Board of Directors of PepsiCo, Inc. elected Steven S
Reinemund chairman of the board and chief executive officer,
succeeding Roger Enrico who will become vice chairman. The board
also elected Indra K. Nooyi as a director and gave her the additional
title of president of PepsiCo in addition to CFO.
• Frito-Lay introduces Lay's Bistro Gourmet potato chips.
• Pepsi-Cola Company introduces a "Pepsi Twist." Regular and diet
versions of the crisp new cola with lemon are entering retail outlets in
selected U.S. markets.
• SLAM, the orange brand Mirinda, is launched in Italy.
• PepsiCo acquires Tasali Foods, Saudi Arabia's leading snack
company.
• On August 2, PepsiCo merges with The Quaker Oats Company,
creating a $25 billion food and beverage company focused on the
rapidly growing consumer demand for convenience.
• Tropicana Pure Premium Low Acid orange juice makes official
debut at Tropicana 400.
• Diet Sierra Mist is Introduced.

2002-

• Frito-Lay introduces Go Snacks, canisters that truly go anywhere.

• Gatorade introduces new Gatorade ICE in three flavors- Orange,
Lime and Strawberry.
• Tropicana Pure Premium announces sponsorship of Disney's award-
winning show The Lion King.
• Tropicana® Pure Premium® introduces 14-oz. single-serve
resealable bottle you can take with you for the on-the-go- consumers.
• Diet Pepsi has a new look.

30
 APY
• "Mr. Green," a green-tinted carbonated soft drink with caffeine and
ginseng, is launched under SoBe's New Age beverage line in April.
• The North American Coffee Partnership (NACP), a joint venture
between Starbucks Coffee Company and PepsiCo, Inc. introduces
Starbucks Doubleshot.

• Quaker Oatmeal this year celebrates the 125th anniversary of the

nation's number-one-choice for a nutritious, hot breakfast cereal.
• Gatorade turns 35. It was created in 1960s to help performance of
Florida Gators football team and now is the leading sport drink.
• New line of Gatorade brand drinks, Xtremo, comes in three new
flavors - Mango, Tropical and Citrico.
• PepsiCo and Kenneth Cooper, M.D., M.P.H., of Cooper Concepts
Inc. (CCI), a division of the renowned Cooper Aerobics Center in
Dallas, TX enter into an agreement to promote nutrition, fitness and
wellness.
• Dole Beverages enters chilled orange juice business as it launches
five new flavors and packages.
• Aquafina debuts new line of great-tasting enhanced waters.
Aquafina Essentials target active, health-conscious adults in four
lightly sweetened varieties including B-Power, Calcium+, Daily C and
Multi-V in 20-oz. bottles.
• PepsiCo reorganizes to unite all North American beverage
operations, including Pepsi-Cola, Tropicana and Gatorade, into one
new division -- PepsiCo Beverages and Foods North America.
• PepsiCo announces $5 billion share repurchase program.
• Starbucks unveils white vanilla and coconut crème Frappuccino.
• Tropicana has new ad campaign for Tropicana Pure Premium
Healthy Kids - TV spots designed to capture the essence of children's
needs.
• Galaxy Nutritional Foods launches Ultra Smoothies made with
Tropicana juices.

31
 APY
• PepsiCo publishes Health and Wellness Philosophy. (on
pepsico.com)
• Frito-Lay announces it is eliminating trans fats from Doritos,
Tostitos, and Cheetos.
• Frito-Lay announces plans to introduce Lay's Reduced Fat chips and
Cheetos Reduced Fat snacks.
• Quaker's Nutrition for Women team has developed a Food Guide
Pyramid for Women as well as an online nutritional assessment.
• Brand Pepsi has a new look.
• Beyonce Knowles has joined the Pepsi family and will collaborate
with Pepsi two new TV commercials, radio, and Internet ads.

• PepsiCo introduces Marathon Kids, a program that encourages kids

and their families to be more physically active. The program debuts in
Dallas, TX.
• Tropicana introduces a new campaign with the tag line "So pure. So
alive. Tropicana Pure Premium."
• Tropicana Pure Premium and Quaker Oatmeal launch the Heart and
Soul Mates Support Network featuring nutrition tips, motivational
messages and coaching advice, to help consumers turn healthy habits
into life-long changes.

2003-

• Pepsi-Cola launches Sierra Mist nationally.

• PepsiCo launches "Get Active/Stay Active" program.
• Quaker Chewy introduces Quaker Chewy Wholesome Favorites and
Quaker Chewy Trail Mix.
• Gatorade unveils In-Car Hydration System for NASCAR Drivers.
• SoBe sponsors U.S. Open Snowboarding Championships.
• Pepsi announces plans to launch Mt. Dew LiveWire, an orange
drink, this summer.

32
 APY
• Pepsi-Cola signs an exclusive four-year sponsorship deal with the
Canadian Hockey Association, making Pepsi the official soft drink.
• Pepsi announces four-year sponsorship agreement with the UK
Football Association.
• Frito-Lay announces new line of snacks made with organic
ingredients called "Natural Snacks."
• "Pepsi Stuff" Campaign kicks-off in Canada.
• Frito-Lay finds winner of "Would You Name Your Baby Horton"
search celebrating the "re-birth" of its Ruffles brand. The child will
receive $50,000 college tuition fund from Frito-Lay.
• PepsiCo creates PepsiCo International, the business that will unite
all international snack, beverage and food units in an effort to drive
faster growth and improved profitability around the world.
• PepsiCo releases a Spanish-language "Power of One" television
commercial starring Puerto Rican singer and actor, Ponce, and
Velasquez, Mexican-American singer and actress.

• Pepsi–Cola trademark turns 100 years old.

• Quaker rolls out new Oatmeal Breakfast Squares.
• Pepsi Vanilla is launched in the United States.
• Tropicana introduces Tropicana 100% Juice Blends.
• Pepsi unveils a new tagline: "Pepsi. It's the Cola." It is the brand's
first major campaign shift since 1999 and highlights how Pepsi goes
with everything from food to fun.

2004-

• PepsiCo Launches 'HealthRoads' Wellness Benefit for Associates

and Their Families
• PepsiCo's new "Smart Spot" program is featured as an example of
the food industry's focus on health and wellness in today's edition of
USA Today.
• Frito-Lay Launches Doritos and Cheetos Halloween Treat Multi-
Sacks

33
 APY
• Frito-Lay's 24-count Multi-Sack variety pack won the Institute of
Packaging Professional's (IoPP) Integrity Award, one of the industry's
top awards, at this year's AmeriStar Packaging Awards.
• Frito-Lay Introduces Doritos Black Pepper Jack
• Diet Sierra Mist Becomes Sierra Mist Free
• Pepsi Bottling Group (PBG) – PepsiCo's biggest bottler bought Phil
Gaudreault et Fils Ltee, a Quebec-based Pepsi bottler.
• SoBe Launches Sugar-Free No Fear
• PepsiCo Launches 'Smart Spot' Symbol in Canada
• Frito-Lay launches Doritos Edge and Tostitos Edge -- line
extensions with 60% fewer carbohydrates.
• Gatorade introduces Gatorade Endurance Hydration Formula-- a
specialized sports drink to meet the needs of endurance athletes.
• Frito-Lay introduces Quaker Chewy Cookies & Milk granola bars
and Quaker Fruit & Oatmeal cereal bars.
• Frito-Lay Canada eliminates trans fats from chips and launches a
line of All Natural and Organic products.
• Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with
50% less sugar, carbohydrates and calories than regular cola.

•PepsiCo publishes first Corporate Citizenship report in its 2003

Annual Report.

2005-

• Frito-Lay introduces Doritos Black Pepper Jack

• Diet Sierra Mist becomes Sierra Mist Free.
• SoBe Launches Sugar-Free No Fear.
• PepsiCo launches "Smart Spot" symbol in Canada
• Tropicana Teams With Weight Watchers to Offer Tropicana Light
'n Healthy as Part of 'Points' Program
• Pepsi Lime and Diet Pepsi Lime Launch
• Tropicana Twister Soda Launched in April

34
 APY
• The Fuddruckers restaurant chain signed a 7-year, 5.6 million gallon
agreement with Pepsi-Cola North America to serve Pepsi products.
• Pepsi-Lipton Tea Partnership Announces New Lipton Original Iced
Tea and New Lipton Iced Tea; Reformulated Ready-to-Drink Teas
Hit Store Shelves
• Pepsi-Cola North America adds to its portfolio of Dole 100% juices
– Ruby Red Grapefruit – as well as a new line of 50% juice
beverages called Dole Lights.
• Gatorade introduces Gatorade Endurance Formula
• Pepsi-Cola North America announced it will add Splenda® brand
sweetener to a newly reformulated Pepsi ONE, creating a full-flavor
cola taste with only one calorie.
• Frito-Lay Brings Wasabi Funyuns to Continental United States
• Quaker snack bars re-launched with new branding, packaging and
advertising
• PepsiCo Celebrates 40th Anniversary
• PepsiCo International announced the appointment of Pioneer Foods,
a leading South African food and beverage company, as its
franchisee in the Republic of South Africa.
• Tropicana has launched 'Tropicana Sensations', a new line of
premium fruit juices in Spain
• PepsiCo launches Quaker Milk Chillers

• Gatorade Partners with NFL to Educate High School Football

Coaches on Proper Hydration During Practice
• Pepsi-Cola North America Launches Mountain Dew Pitch Black II
• Quaker Introduces Weight Control Instant Oatmeal
• Diet Pepsi Presents the NFL Rookie Challenge -- Winner Receives
Superbowl Tickets for Life
• Tropicana Launches All Fruit Smoothies
• Pepsi is chosen as the exclusive beverage provider for Soup Kitchen
International, Inc. and The Original SoupMan

35
 APY
• PepsiCo Donates $2 Million to Pakistan Earthquake Victims
• PepsiCo Launches New Samba Drink in Australia
• Pepsi-Cola North America Launches MDX Energy Soda
• Pepsi Partners with Harvey's, Swiss Chalet and Milestone's
Restaurants
• PepsiCo "Twistos" Croutons Launched in Russia
• Gatorade Launches Propel Calcium - First Calcium-Enriched
Fitness Water
• Frito-Lay Launches Quaker Oats in India
• Walkers to Launch New Beef Jerky Product in the U.K. under its
Nobby's brand
• PepsiCo Health & Wellness Launches Everyday Smart Moves
Magazine
• PepsiCo, Cindy Crawford and KaBOOM Build First Smart Spot
Playground in Washington, D.C.
• Pepsi Latte Launches in Thailand
• Tropicana FruitWise Campaign Launches
• Mountain Dew Sponsored ESPN X Games Debut in the Middle
East
• PepsiCo Launches Pepsi Cappuccino in Romania
• Quaker Launches Vanilla Yogurt Crunch Cereal
• Britvic Launches Pepsi Max Cino

2006-

• Quaker Snacks Unveils Breakfast Cookies

• Doritos unveils new packaging, including an updated logo

36
 APY
• PepsiCo Launches Pepsi Limon in Peru
• PepsiCo Completes Acquisition of Stacy's Pita Chip Company
• Tropicana Now Offering OJ with Benecol
• PepsiCo Foodservice Partners With Cracker Barrel to Serve Up
Fritos-Branded Menu Item
• PepsiCo Foodservice Pours Two New Account Wins: Famous
Dave's of America and Roundtable Pizza
• Pepsi Celebrates 20th Consecutive Super Bowl With New Diet
Pepsi Campaign
• North American Coffee Partnership Launches New Starbucks
Beverages, Starbucks Iced Coffee, Starbucks Iced Coffee Light as
well as Strawberries and Creme Frappuccino and Starbucks
Doubleshot Light
• PepsiCo India re-launches Mirinda
• SoBe Launches New SoBe Life Water
• Cheetos kicks off the biggest marketing campaign in its history
with "Undercover Chester," an integrated communications
platform that asks consumers to help Chester Cheetah recover the
stolen recipe for Cheetos
• In selected cities cross the United States, Pepsi distributes more
than three million free cans of newly reformulated Diet Mountain
Dew, marking the largest single-day sampling effort in company
history
• Frito-Lay announces the launch of a new line of snack chips called
Lay's Sensations and Tostitos Sensations
• Frito-Lay launches Tostitos Multigrain; new snack brings flavor of
four wholesome grains to one of America's favorite tortilla chips
• Sam's Club teams with Aquafina to "Return the Warmth" to local
communities through a national large-scale recycling program. The
50 communities to collect the most Aquafina bottles and deposit
them at designated collection locations receive a $1,000 grant from
Sam's Club

37
 APY

• in addition to an assortment of fleece jackets made from recycled

plastic bottle material
• Lay's Introduces Hot 'n Spicy KC Masterpiece BBQ Potato Chips
• Grammy award winning artist Mariah Carey writes and records
original ringtones for the Pepsi Cool Tones & Motorola Phones
promotion.
• Rice-A-Roni introduces a new line of whole-grain side dishes
• Pepsi Joins Bipartisan Alliance, Adopts New School Policy to
Promote Healthier Lifestyles for Elementary, Middle and High
School Students
• Frito-Lay cuts saturated fat in Lay's, Ruffles by more than 50%
with move to NuSun™ Sunflower Oil
• Pepsi unveils new Dole Sparklers and Sierra Mist Cranberry
Splash
• PepsiCo announces that it will be the official, exclusive food and
beverage partner of the highly anticipated Superman Returns film
• Starbucks and PepsiCo sign a distribution agreement for Ethos
Water
• PepsiCo, the National Hockey League (NHL) and the National
Hockey League Players' Association (NHLPA ) sign an exclusive
multi-year beverage and snack deal
• PepsiCo, National Hockey League and National Hockey League
Players Association sign multi-year deal, giving PepsiCo exclusive
rights in the beverage, sports beverage, bottled water and snack
categories. With this deal, Gatorade becomes the official sports
drink of NHL
• PepsiCo Mexico celebrates the official launch of the 'Vive
Saludable' program illustrating their commitment to promote
healthy lifestyles for consumers and employees and together help
reduce the risk of nutrition-related health problems, including
obesity

38
 APY
• Diet Pepsi launches Jazz, a new line of zero-calorie colas available
in rich flavors like Black Cherry French Vanilla and Strawberries
& Cream
• PepsiCo introduces Ben & Jerry's Milkshakes, a rich, creamy
drinkable treat in three classic flavors--Cherry Garcia, Chunky
Monkey and Chocolate Fudge Brownie
• Tropicana debuts Tropicana Pure--a new line of 100% premium
juices
• PepsiCo is added to the Dow Jones Sustainability North America
Index (DJSI)

• Quaker Oats debuts its new Quaker Oatmeal Crunch, warm

oatmeal with the crunchy texture of cold cereal
• Indra Nooyi named Chief Executive Officer of PepsiCo as of
October 1, 2006
• Frito-Lay debuts action cups
• Frito-Lay kicks of its nationwide rollout of Lay's with 100% Pure
Sunflower Oil
• Pepsi acquires IZZE beverage company
• Arby's names Pepsi-Cola as its Food and Beverage Supplier Award
winner
• Golden Corral restaurants and Pepsi announce a multi-year
agreement making Pepsi the chain's preferred beverage supplier in
all locations
• Grandma's Cookies releases 2 limited-edition 'fall favorites' flavors
—Spiced Molasses and Fall Fudge Chip
• Cold Stone Creamery announces a multi-year agreement making
Pepsi its exclusive beverage supplier
• Frito-Lay North America signed agreement with the Alliance for a
Healthier Generation for a new policy for selling our foods in
schools

39
 APY
• Frito-Lay launches new Baked!Tostitos Scoops! Tortilla chips,
with lower calorie and lower fat benefits
• Pepsi signs 5-year sponsorship renewal with Major League
Baseball Properties making Pepsi the "Official Soft Drink of Major
League Baseball"
• PBSG Parkwood and Frito-Lay headquarters associates raise more
than $1.8 million dollars in the American Heart Association Walk
• PepsiCo announced intent to acquire Naked Juice Company
• Federal Trade Commission clears PepsiCo for Naked Juice Co.
purchase
• PepsiCo announces it will acquire New Zealand snack company
Bluebird Foods

2007-

• PepsiCo signs Maria Sharapova for International endorsement of

Gatorade and Tropicana
• Tropicana launches Tropicana Healthy Heart with Omega-3s, the
first national orange juice to include omega-3s
• Ruffles unveils new packaging to reflect its switch to 100% pure
sunflower oil
• PepsiCo announces new Diversity & Inclusion Leadership Award
inspired by Steve Reinemund
• Mountain Dew and AMP Energy sponsor the Winter X Games
• Aquafina launches Aquafina Alive—a low calorie, vitamin-
enhanced water beverage
• Quaker Oats debuts new Quaker Life Chocolate Oat Crunch Cereal
• Flat Earth Fruit and Vegetable Crisps hit stores nationally
• Fritos Corn Chips celebrates 75th Anniversary with retro packaging
• Near East celebrates its 45th Anniversary with a recipe contest
• Tropicana launches Tropicana Fruit Squeeze, a 20-calorie drink
with real Tropicana fruit juice
• Lay's launches 'Share the Joy' program to help the Make a Wish
Foundation raise funds

40
 APY
• Pepsi-Cola North America launches Diet Pepsi MAX
• Oh Boy! Oberto brand debuts 100-calorie Jerky Bites in Original
Beef and Teriyaki Turkey flavors
• IZZE Launches IZZE Esque, a low-calorie, nothing artificial
beverage in three flavors: Sparkling Mandarin, Sparkling Black Raspberry
and Sparkling Limon.
• Propel unveils new 'Fit Has a Feeling' campaign and New Powder
Packets for On-The-Go
• New Quaker Mini Delights launches offering great taste and portion
control in a satisfying serving of mini snack cakes
• Diet Pepsi Jazz introduces new Caramel Cream flavor
• Grandma's Cookies offering limited-edition flavors for spring: Iced
Lemon and Sugar flavors

• PepsiCo launches Smart Spot Dance! Initiative with celebrities

Mario Lopez and LaChanze to help African American and Hispanic
families lead healthier, more active lifestyles
• Walkers is the first major food brand in the world to display a
carbon footprint reduction logo on its packs
• SoBe Beverages launches SoBe Essential Energy
• PepsiCo Announces 25% Dividend Increase and Raises Share
Repurchase Target; Nooyi Assumes Chairman Title
• EPA Names PepsiCo 2007 ENERGY STAR(R) Partner of the Year
• PepsiCo Makes Largest Corporate Purchase of Renewable Energy
Certificates
• Pepsi launches "Design Our Pepsi Can" National Promotion
• Tropicana unveils New Organic Line – Tropicana Organic
• QTG facility earns an Energy and Environmental Design (LEED)
"Gold" certification from the U.S. Green Building Council
• PCNA and Frito-Lay launch "Shrek the Third" National Summer
Promotion
• Indra Nooyi receives the Outstanding American by Choice Award
• PepsiCo makes Fortune magazine's '100 Best MBA Employers' list

41
 APY
• Diet Pepsi Launches New Look, New Ad Campaign and New
Attitude – Diet Pepsi's "More Cola Taste"
• Pepsi, Diet Pepsi and Mountain Dew topped the 2007 Brand Keys
Customer Loyalty Engagement Index which tracks consumers'
relationships with brands
• PepsiCo joins U.S. Climate Action Partnership as part of its
commitment to sustainability
• Lipton introduces Lipton PureLeaf
• EPA Honors Frito-Lay's Jonesboro facility for its sustainability
efforts to conserve energy and resources
• Cold Stone Creamery and Mountain Dew Join Forces to Introduce
Dew Iced
• Mountain Dew Unveils unique, limited edition aluminum bottles
• Tostitos introduce Flour Tortilla Chips and two new Dairy Dips
Nationwide
• PepsiCo named a 2007 Working Mother 'Best Company for
Multicultural Women'

• PepsiCo wins two awards –Best Environmental/Wildlife Campaign

and Best Cause Marketing Event -- at Fifth Annual Cause Marketing Halo
Awards
• Frito-Lay teams up with the Make-A-Wish Foundation to help
children with life-threatening diseases
• Dunkin' Donuts launches SoBe Energy Coolatta
• Pepsi wins Webby Award for its execution of the "Best Sports
Website"
• PepsiCo and Pepsi Americas, Inc jointly acquire Sandora, a Leading
Juice Company in Ukraine
• PepsiCo earns spot in Black Enterprise Magazine's '40 Best
Companies for Diversity'
• Lay's and Doritos Campaigns win Top PR Awards
• Doritos 'Crash the Super Bowl' program Wins International
Advertising Award at the International Advertising Festival

42
 APY
2008-

• PepsiCo Foundation announces two major new grants to

WaterPartners and Safe Water Network programs to provide access to safe
water and sanitation in developing countries
• PepsiCo Again Named to the Dow Jones Sustainability Index
• PepsiCo Agrees to Buy Bulgaria's Leading Nuts and Seeds
Company
• PepsiCo Announces Initiatives With the Earth Institute and H2O
Africa to Drive Sustainable Water Practices
• Forbes Names PepsiCo Among Its Best Big Companies
• PepsiCo India Commissions First Remote Wind Turbine to
Generate Renewable, Clean Energy
• CRO Names PepsiCo to Top 25 100 Best Corporate Citizens 2008
• PepsiCo to Buy Russian Juice Leader, Lebedyansky
• Employees Lead Effort to Make Chicago Plaza First LEED-
Certified PepsiCo Headquarters
• Gatorade Launches Gatorade Tiger with Comprehensive Integrated
Marketing Campaign
• PepsiCo Honored with 2008 Energy Star Partner of the Year Award
• UK Vitamin Water Brand- V Water Acquired by PepsiCo

• Quaker Plant in Cedar Rapids Closes and Reopens Facility Due to

Flooding to Protect Employees
• PepsiCo Foodservice and Naked Juice Expand Starbucks Presence
• Gatorade Sports Science Institute Gathers World's Leading
Researchers on Protein Nutrition
• PepsiCo International's China Foods Wins "China's Top Leaders
2008" Award
• Wall Street Journal Article Recognizes PepsiCo for Leadership in
Employment of People with Different Abilities
• PepsiCo and Frito-Lay Join SmartWay in Commitment to Reduce
Greenhouse Gas Emissions

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• PepsiCo Beats Coke in Race to Launch New Natural Sweetener
(Stevia)
• PepsiCo France Recognized as "Great Place To Work" by Institute
Survey
• PepsiCo Commits to Reducing Acryalmide Levels in Potato Chip
Products and Restructured Potato Snacks in California
• Subway Names PepsiCo "Vendor of the Year" for Sustainability
Leadership
• Tazo Tea Joins Pepsi Lipton Partnership

RKJ-BOTTLING GROUP
The RKJ Group is India’s leading supplier of retailer brand carbonated and
Non-Carbonated Soft Drinks, with beverage manufacturing facilities in
India and Nepal. The business of the company was started in 1991 with a
tie-up with Pepsi Foods limited to manufacture and marketing of Pepsi
brand of beverages in geographically pre-defined territories in which brand
and technical support was provided by the principal viz. Pepsi Foods
limited. The manufacturing facilities were restricted at Agra plant only.
Varun Beverage Limited is the flagship company of the group.

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From the humble beginning with one bottling plant at Agara RKJ group has
risen to encompass new venture in the varied field of retails, food and
beverage, education, and real estate with operation in Nepal, Shrilanka,
Maurilius, Uganda, and Thailand. The key challenge for is to attract and
retain the best talent to integrate in to a high performance culture with
increased focus on leadership.

The family manufactures and markets Carbonated and Non-Carbonated soft

Drinks and Mineral Water under Pepsi Brand. The various flavors and sub
brands are Pepsi, Miranda Orange, Miranda Lemon, Mountain Dew, and 7-
up, Slice Mango, Slice Orange, Evervess Soda and Aquafina.

VARUN BEVERAGE LIMITED

VARUN Beverage Limited is one of the leading names in INDIAN

Beverage industry. It is the flagship company of the RKJ group. It has
various manufacturing house in various part of country. There are various
drinks manufactured by this particular company in order to cater the
distinguish need of the society. Different drinks are made by different name
and they have their separate identity in the market.

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It has the license to supply beverages in the territories of Western Uttar
Pradesh, Part of Madhya Pradesh, Half of Haryana, Whole of Rajasthan,
Goa, 3 district of Maharashtra, 13 district of Karnataka, and whole of
Nepal. The group has in 18 bottling plants in India and Nepal and is
responsible for producing and marketing 44% of Pepsi requirement in
India. VARUN beverage limited also importer of spares parts for bottle
washing and filler machine/ ink jack printer food processing machinery

PEPSI-COLA JINGLES

1909-1939:- “DELICIOUS & HEALTHFUL”

1939-1950:- “TWICE AS MUCH FOR A NICKEL”

1953-1958:- “THE LIGHT REFRESHMENT”

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1958-1961:- “BE SOCIABLE, HAVE A PAPSI”

1961-1963:- “NOW IT’S PEPSI FOR THOSE WHO THINK YOUNG”

1963-1967:- “TASTE THAT BEATS THE OTHERS COLD. PEPSI

POUR IT ON”
1969-1973:- “YOU’VE GOT A LOT LIVE. PEPSI’S GOT A LOT TO
GIVE”

1973-1975:- “JOIN THE PEPSI PEOPLE, FEELING FREE”

1976-1978:- “HAVE A PEPSI DAY”

1979-1981:- “CATCH THAT PEPSI SPIRIT”

1981-1982:- “PEPSI’S GOT YOUR TASTE FOR LIFE”

1983-1984:- “PEPSI NOW! TAKE THE CHALLENGE!”

1984-1991:- “THE CHOICE OF A NEW GENERATION”

1992- “GOTTA HAVE IT”

2000- “NOTHING OFFICIAL ABOUT IT”

2002:- “YEH DIL MAANGE MORE”

2003- “YEH PYAASS HAI BADI”

PRODUCTS PROFILE

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Different drinks are made by different names and they have their separate
identity. The brands of product which are manufactured by this particular
group such as follow:-

1. PEPSI ---------------- Cola

2. PEPSI ---------------- Diet
3. MIRINDA ----------------- Lemon
4. MIRINDA ------------------Orange
5. MOUNTAIN DEW
6. 7-UP
7. SLICE
8. LEHAR ----------------- SODA
9. NIMBOOZ by 7-UP
10. TROPICANA FRUIT JUICE
11. AQUAFINA

Pepsi is considered as cola drinks, it is generally preferred

by all segment of consumers. This particular brand gives handsome
revenue to the company.

it is one of the leading lemon drinks in terms of sales. The

particular drink is mostly liked by youth segment.

This particular drink comes in two flavors orange and

lemon. Orange flavors are more common in ladies and children.

This is one of the major drinks demanded by the

consumers it is made with the help of mango pulp.

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This is lemon kind of drink. It is also short of colorless

drink it does not have proper penetration in the market and yields
less return is available on this.

Nimbooz is the newly launched product of Pepsi. It

contain with 5% of lemon, with real lemon juice, no fizz and no
artificial flavours, will be available in three packaging formats of 200
ml returnable glass bottles, 350 ml PET and 200 ml tetra packs,
priced at Rs 10, Rs 15 and Rs 10, respectively. Its communication
tagline will be ‘Ekdum Asli Indian’, and the integrated
communication programme includes TV commercial, press, radio,
and so on, the release said.

Aquafina: The No. 1 packaged drinking water brand in

the US is also available in 1/2 Litre, 1 Litre and 2 Litre
bottles, in India. Aquafina's eight-stage purification process (Aqua 8
Technology) reduces any chances of contamination and ensures
that you only get pure drinking water of the highest quality.

Tropicana is a fruit juice which is product of PepsiCo.

Tropicana comes in different flower such as orange, grape, apple, Litchi,
guava, mixed fruit etc.

LOGO’S OF PEPSI

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DISTRIBUTION NETWORK OF PEPSI

SPECIFIK CHANNEL

Manufacturing
Plant

Regional Pepsi Depot

Shopkeeper
Retailers

Consumer

The distribution network of Pepsi is very wider and has a very good
penetration in to the rural as well as urban areas similarly, Pepsi also has a
hub and spoke distribution format. Pepsi also use all possible means of
transport that range from truck, auto rickshaw, cycle rickshaw, and even
camel cart in Rajasthan.

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Distribution network is also a very big reason that is Pepsi is
number one in India and has better market than Coke. In both in rural and
urban areas Pepsi has better penetration network than Coke.

DISTRIBUTION CENTRE

Distribution centre are regional wise located, from where the bottles are
distributes in the particular areas. These distribution centres are called
Depot. The depot consists of TDM, SALES EXECUTIVE, SALES MAN
(DA), and PSR AND HELPERS. All the scheme and promotional scheme
are distributed from the Depot.

The basic strategy of the company is that the depot should be near to
manufacturing plant as well as the near located populated region so as to
reduce the transportation cost and labor cost also.

PROMOTIONL DECISION
Pepsi marketing and communication strategy is always grounded in youth
and success to project a unified brand image. The conscious use of local
celebrities has enabled Pepsi to generate familiarity and credibility and has
made it convenient for the target audience to relate to the brand in a
human way. The popular stars have given a human face to the Pepsi’s
brand values like youthfulness, irreverence, aspiration and success.
Endorsement by leading cricket and Bollywood stars has continuously
ensured a high level of brand awareness and brand recall. All celebrities,
despite their human differences, share the common attribute like success
freshness, youthfulness and positive attitudes. Shahrukh khans, Sachin,
Kareena kapoor, Preity zinta, Mahendra Singh dhoni, Sehwag represents
different facets and a young and fresh approach that transcend their
profession and age.

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PROMOTIONAL SCHEMES

Promotion is a form of corporate communication that uses various

methods to reach a targeted audience with a certain message in order to
achieve specific organizational objectives. Nearly all organizations,
whether for-profit or not-for-profit, in all types of industries, must engage
in some form of promotion. Such efforts may range from multinational
firms spending large sums on securing high-profile celebrities to serve as
corporate spokespersons to the owner of a one-person enterprise passing
out business cards at a local businessperson’s meeting.

Like most marketing decisions, an effective promotional strategy requires

the marketer understand how promotion fits with other pieces of the
marketing puzzle (e.g., product, distribution, pricing, target markets).
Consequently, promotion decisions should be made with an appreciation
for how it affects other areas of the company. For instance, running a
major advertising campaign for a new product without first assuring there
will be enough inventory to meet potential demand generated by the
advertising would certainly not go over well with the company’s
production department (not to mention other key company executives).
Thus, marketers should not work in a vacuum when making promotion
decisions. Rather, the overall success of a promotional strategy requires
input from others in impacted functional areas.

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In addition to coordinating general promotion decisions with other
business areas, individual promotions must also work together. Under the
concept of Integrated Marketing Communication marketers attempt to
develop a unified promotional strategy involving the coordination of many
different types of promotional techniques. The key idea for the marketer
who employs several promotional options (we’ll discuss potential options
later in this tutorial) to reach objectives for the product is to employ a
consistent message across all options. For instance, salespeople will
discuss the same benefits of a product as mentioned in television
advertisements. In this way no matter how

customers are exposed to a marketer’s promotional efforts they all receive

the same information.

A set of rules and guidelines set forth by a company or organization that

outlines how employees are to interact with potential customers in the
promotion of a good or service. The promotion policy helps the company
keep control of the message it is sending about the good or service, as well
as to dictate appropriate actions that employees can take when dealing
with outside personnel. For example, a pharmaceutical company could
have a promotion policy that its field representatives must adhere to when
they meet with doctors to promote a drug. See also promotional strategy .

Management process through which goods and services move from

concept to the customer. As a philosophy, it is based on thinking about the
business in terms of customer needs and their satisfaction. As a practice, it
consists in coordination of four elements called 4P's: (1) identification,
selection, and development of a product, (2) determination of its price, (3)
selection of a distribution channel to reach the customer's place, and (4)
development and implementation of a promotional strategy. Marketing
differs from selling because (in the words of Harvard Business School's
emeritus professor of marketing Theodore C. Levitt) "Selling concerns
itself with the tricks and techniques of getting people to exchange their
cash for your product. It is not concerned with the values that the

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exchange is all about. And it does not, as marketing invariably does, view
the entire business process as consisting of a tightly integrated effort to
discover, create, arouse, and satisfy customer needs." Marketing strategy
where a new product is heavily advertised before its general distribution,
to create a pent up demand which draws customers into retail stores when
it is made available. See also push promotional strategy. All areas and
aspects involved with promoting a company or product. Promotional
policy is sometimes equated with advertising, however advertising is only
one part of a promotional policy. Other important aspects of a promotional
policy may include public relations, consumer promotions, and any other
area which increases awareness and spreads the word about the item.

ABOUT FIRST BALL KA CAPTAIN

Pepsi ‘First Ball ka Captain’ is an innovative idea of PepsiCo which are

introducing to spice up this year’s tournament to add even more
excitement to the matches and give our cricket crazy consumers the
cricket experience of a lifetime.” First Ball ka Captain’ is a one of kind
promotion that puts him in the same league as the Sehwag’s and Dhoni’s
of the world. The idea is delivered as a simple story in which the
Youngistaan fan gets the praise, authentic mom-made halwas, and

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someone’s lucky bandana, chooses his team – and of course, captain the
first ball of the match. Pepsi is all set to ignite the cricketing fever at ICC
T-20 World Cup 2009 with its first of a kind cricketing initiative ‘First
Ball ka Captain’ (FBkC). PepsiCo is proud to be the global partner of the
International Cricket Council and we are happy to help in building up this
global event in our typical Pepsi way. Taking a rich cricketing history
forward, this latest initiative from Pepsi aims to empower 16 cricket fans
by giving them a lifetime opportunity to bowl the first ball against a
legendary batsman in every T-20 World Cup match in England. The
legendary batsmen include cricketing greats from all over the world and
India, such as Jonty Rhodes & Dilip Vengsarkar. The winners will be seen
bowling live on ESPN to millions of viewers. PepsiCo India said, “We
want to give the Pepsi consumers a “money can’t buy experience”, an
opportunity to fulfill their dreams. Centre-staging fans as the true stars of
the campaign we aim to empower them and strengthen their connect with
cricket through ‘First Ball ka Captain’. With FBkC Youngistaani’s will be
the ones getting ‘fame & glory’ in their favorite game.

To participate in ‘First Ball ka Captain’, consumers need to either collect 8

specially printed “BLUE” colored crowns of Pepsi glass bottles or 4
special World Cup 500ml / 600ml PET pack labels. They can exchange
these for a scratch card, at their nearest redemption centre. Location of the
nearest redemption centre or information on the promo can be received by
simply dialing any of the Call Centre numbers 18002095888 &
02261555888. Through the scratch, every consumer is guaranteed to win a
My Can, and can also win Cool Pepsi branded merchandise such as
sippers and USBs. 40 Lucky Consumers get an all-expense paid trip to
England to watch one of the Super 8 matches, while 16 consumers will get
the once-in-a-lifetime chance of being the ‘FIRST BALL ka CAPTAIN’.
The national consumer promotion is valid till 15th May 2009.

The ‘First Ball ka Captain’ is a high decibel consumer initiative supported

by 360 degree approach for building awareness through multi-city road

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shows, comprehensive 3D activation leveraging high visibility Out-of –
Home(OOH) media, TV, radio, digital, mobile, on-ground activities and
Point of Sale merchandise.

With Cricket as one of the Pepsi’s key communication pillars, Pepsi has
always been at the forefront of creating extraordinary and path breaking
experiences for cricket fans across the country. Pepsi’s memorable
campaigns and initiatives of the past like the Blue Billion and ‘Toss Ka
Boss’ campaign, have given a voice and identity to the Indian cricket fans,
while exciting variants like Pepsi Gold and Pepsi Blue have been a tribute
to the ‘Men in Blue’ and their ‘never-say-die spirit’. With First Ball ka
Captain, Pepsi is confident of capturing the imagination of Cricket Crazy
India all over again.

The new film is another entertaining, classic Pepsi film that celebrates the
Youngistaani. It is about his trip from India to England; from the dressing
room to the bowling crease; from being a fan to being the ‘captain’. Just
by doing something that he loves best – drinking his favorite Pepsi!

Terms and Conditions

1. ‘Pepsi First Ball Ka Captain’ (‘Promotion’) is brought to you by Pepsi
Foods Pvt. Ltd. (‘Organizer’).
2. Promotion is valid in India from April 3, 2009 to May 15, 2009 (both dates
inclusive) (‘Promotion Period’). Promotion is not valid in the State of
Tamil Nadu and Uttar Pradesh. Products without the Promotion are also
available. Participation is optional.

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3. Promotion is open to all Indian residents except employees and the family
members of Organizer, its associate companies, its advertising and
promotional agencies and its auditors.
4. Promotion is being conducted under the supervision of independent auditors
(‘Auditors’).
5. Exchange 4 specially marked labels of Pepsi 500/600ml or 8 specially
marked blue crowns of Pepsi 200ml/300ml at the nearest redemption
centre and get a scratch card. To get the details about the nearest
redemption centre participant is required to contact 18002095888 (toll
free) or the Call Centre at the number 022- 61555888 (paid) between 10
am to 7 p.m. except public holidays.
6. Scratch the card and you could win any of the following prizes:
a. Pepsi First Ball Ka Captain (Number of prizes - 16)
b. Watch a match of ICC World Twenty20 England 2009 at England (Number
of prizes - 40).
c. Pepsi Star Player Pen Drives (Number of prizes 75000)
d. ICC World Twenty20 England 2009 Sipper (Number of prizes 75000)
e. Pepsi My Can (Minimum guaranteed prize).

7. For prize in category 6(i):-

a. The participant has to be above 18 years of age.

b. The participant shall have a valid passport.

c. The Prize entitles the winner to bowl one (1) ball to a celebrity (of the
Organizer’s discretion) before a match of the ICC World Twenty20
England 2009 (choice of match shall be at the discretion of the Organizer)
in front of the entire stadium audience. The winner shall also be entitled to
meet the captains of both the teams playing the match on that day.

d. All costs relating to travel from the Home town of the winner, boarding and
lodging (Organizer’s choice of hotel/guest shall be final) for 3 days and 2
nights, food, and ticket of one match of ICC World Twenty20 England
2009 for the winner will be borne by Organizers. All other expenses not

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expressly included above will not be borne by Organizers or any other
agency on Organizers’ behalf, and will be the sole responsibility of the
prize winner.
e. The winners will have to arrange the passport and visa on their own and at
their own cost, these documents must be ready with the winner at least 15
days before the scheduled date of the departure.
f. Organizers assume no responsibility in the event of non availability of
passport and visa and reserve the right to pass on the prize to next winner
with valid documents.
g. Organizers shall not be responsible for any loss, injury or any other liability
arising out of this trip for which the winners will be required to sign an
indemnity in favour of the organizer.
h. The auditors will contact the winner at the contact number given by him,
collect the prize winning scratch card against a receipt and verify the claim
before redeeming the prize. Award of prizes is subject to the verification
of the prize winning scratch card. After verification the prize winner will
be informed the entire process of redemption of the prize.
i. If any Winner fails to take the trip when specified by the Organizer the prize
will be forfeited in its entirety.
j. Organizer shall not be liable for any cancellations and/or delays in the
train/flights/cars arranged for the winner due to any reason including but
not limited to force majeure, logistical problems at the airports/railway
stations/roads etc and the winner shall not have any claim against
Organizer for the same and shall be deemed to have availed of his/her
prize. Organizer shall not be responsible for any such eventuality and the
winner undertakes not to claim any compensation from Organizer for the
same.

8. For Prizes in category 6 (ii):-

a. The winner should be above 18 years of age and a valid passport holder.
b. The prize entitles the winner to watch a match of the ICC World Twenty20
England 2009 at any of the venues at the sole discretion of the Organizers.
The choice of the match is at the sole discretion of Organizers.

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c. All costs relating to travel from the Home town of the winner, boarding and
lodging (Organizer’s choice of hotel/guest shall be final) for 3 days and 2
nights, food, and ticket of one match of ICC World Twenty20 England
2009 for the winner will be borne by Organizers. All other expenses not
expressly included above will not be borne by Organizers or any other
agency on Organizers’ behalf, and will be the sole responsibility of the
prize winner.
d. The winners will have to arrange the passport and visa on their own and at
their own cost, these documents must be ready with the winner at least 15
days before the scheduled date of the departure.
e. Organizers assume no responsibility in the event of non availability of
passport and visa and reserve the right to pass on the prize to next winner
with valid documents.
f. Organizers shall not be responsible for any loss, injury or any other liability
arising out of this trip for which the winners will be required to sign an
indemnity in favour of the organizer.
g. The auditors will contact the winner at the contact number given by him,
collect the prize winning scratch card against a receipt and verify the claim
before redeeming the prize. Award of prizes is subject to the verification
of the prize winning scratch card. After verification the prize winner will
be informed the entire process of redemption of the prize.
h. If any Winner fails to take the trip when specified by the Organizer the prize
will be forfeited in its entirety.
i. Organizer shall not be liable for any cancellations and/or delays in the
train/flights/cars arranged for the winner due to any reason including but
not limited to force majeure, logistical problems at the airports/railway
stations/roads etc and the winner shall not have any claim against
Organizer for the same and shall be deemed to have availed of his/her
prize. Organizer shall not be responsible for any such eventuality and the
winner undertakes not to claim any compensation from Organizer for the
same.

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9. Prizes in category 6 (iii), 6(iv) and 6(v) can be redeemed at the redemption
centre upon verification of the prize winning scratch card by the retailer.
The winner will have to handover the scratch card to the redemption
centre after receiving the prize.
10.Organizer reserves the right to cancel, modify, extend or withdraw the offer
at its sole and absolute discretion.
11.All scratch cards submitted towards verification shall become the property
of Organizer.
12.Decision of Organizer and the auditors will be final and binding with regard
to promotion and prizes and no correspondence will be entertained in this
regard.
13.Prizes are not transferable and no cash payment in lieu of the prizes will be
made.
14.Organizer shall be at liberty to use the photographs, voice, motion pictures
of the winner for media coverage, advertisement or publicity in any form
which is existing today or will be known anytime in the future without any
further consideration to the winner.
15.Winners will have to bear incidental costs, if any, that may arise for
redemption of the prize.
16.The pictures of prizes depicted on the press ads/ posters/ TV’s etc. are only
representative and the actual prizes may vary from the depictions.
17.Organizer shall not be responsible for any loss, injury or any other liability
arising out of the offer.
18.Organizer shall not be liable for any loss or damage due to Act of God,
Governmental actions, other force majeure circumstances and shall not be
liable to pay any amount as compensation or otherwise for any such loss.
19.Organizer shall not be liable for any loss of prize due to incorrect address or
any other information provided by the winner.
20.Incomplete entries (name/address/telephone) will not be considered for the
prize.
21.All taxes/levies and charges on prizes will be the responsibility of the
winner. Taxes as applicable will be deducted at the source for all prizes.
22.All disputes relating to this promotion shall be subject to the exclusive
jurisdiction of Courts at New Delhi only.

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ADVETISEMENT OF FBKC

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RESEARCH METHODOLOGY

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QUESTIONARIES
FEEDBACK FORM OF PEPSI RETAILER ON
FIRST BALL KA CAPTION
Outlet name…………………………………………………………
Contact person……………………………………………………….
Address………………………………………………………………….
Contact no…………………………………………………………………

Q1) How much aware about the Pepsi “FIRST BALL KA CAPTION”
scheme program?
a) More b) average c) few d) not known
Q2) Do you recommend to customer of the first ball ka caption plan
bottle when come at your shop for the purchase of Pepsi?
a) Yes b) no
Q3) How many customers come at your shop for knowing the first
ball ka caption plan for daily?
a) 1to 5 b) 5to 10 c) 10to 15 d) more than
15
Q4) which age person mostly comes to purchase the FBKC
scheme bottle?
a) 10 to 20 b) 21 to 30 c) 31 to 40 d) above 40
Q5) Are you aware with the other brand promotional scheme?
a) Yes b) no
Q6) if yes (please specify)
………………………………………………………………..
Q7) how much affect on your sell after launching the first ball ka
caption scheme bottle of Pepsi?
a) Few b) increase c) frequently hike d) not change
Q8) how much affective the first ball ka caption scheme in
comparison of other brand promotional scheme?
a) more than satisfactory b)satisfactory c) dissatisfactory
d)
Q9) How much impact among the customer of first ball ka caption
scheme of Pepsi?
a) Satisfactory b) excellent c) poor d) worse

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Q10) what suggestion would you like to give to PepsiCo for

improvement?
a) scheme need
b) service
c) marketing
d) Other……………………………………………………………

ANALYSIS

Analysis is the Examination of data and facts to uncover and understand

cause-effect relationships, thus providing basis for problem solving and
decision making. So it is the 'Divide and conquer' approach applied to
systematic examination and evaluation of data, by breaking it into its
component parts to uncover their interrelationships. Opposite of synthesis.
Group exercise in which participants try to list all possible causes and their
effects (and identify how they are linked) associated with a particular
problem or situation. It aims at discovering possible or probable causal
factors and their outcomes (not necessarily the root cause, the removal of
which will stop the recurrence of the problem) and may lead to the
creation of a cause and effect diagram

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SWOT ANALYSIS

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CONCLUSION

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SUGGESTION

 First of all company will provide all its dealer and retailers to all
short of promotion equipments such as glow sign board, banner,
rack, freeze, etc in time to so that they increase their sales which is
benefited for both retailer as well as company.
 The distribution channels need to be improving so that
retailers/dealers will get soft drinks at time when they need.
 Sales man should have interaction with the dealer/retailers which
results company in increase in sales. Company executive should
visit the counter on weekly basis. Executive should take the
feedback from the dealers/retailers about the service of the salesman
and the distributors.

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 Regular visit of technician is required to solve the problem of freeze
in the market at the right time.
 More improvement is required in the distribution network in the
outskirt and in the remote areas because in the peak season like
summer the small dealer are taking goods twice or thrice and in
between if the distributors could not supply then the competitors
will get the opportunity to supply the goods.
 The entire Pepsi products should be displayed at one place the
customers can aware about the different brand of Pepsi. In the bus
stand, Railway canteen, Highway can and PET bottle should be
made available every time because the publics are busy there and
they can not wait.
 Pepsi is sweet and low fizz soft drinks that everybody knows and so
lots of people do not like so to catch the customers Pepsi should
come out with more fizz.
 Few outlets are not aware about scheme so proper communication is
necessary between distributors and dealers/ retailers.
 There should be more focus on 100% availability so that Pepsi don’t
lose sales and market share.
 All mixed outlets which stock multiple products should be
transferred to excusive Pepsi outlets.
 More and more research should be made to find new segment &
more profitable market for the products.
 Kids constitute the second largest segment of the soft drinks market
so more and more fun based advertisement for the brands should be
necessary. Some life style based advertisement is also necessary.
 The company strategy should be made such a way that maximum
no. of consumers will prefer to consume Pepsi i.e. gives importance
to quality control, gives more package to the dealer by which they
can look towards the high sales of this particular brand.

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BIBLIOGRAPHY

Books:
Kotler, Philip. “Marketing Management” Prentice Hall of India, edition ix.
Ramaswami, VS, Namakumari S. “Marketing Management” Macmillan
edition IV.

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Journal:
Indian Management (All India Management Association)

Web-sites:
www.pepsi.com
www.corporate.org
www.encyclopedia.com
www.indiatoday.com

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