+ All Categories
Home > Documents > MARKETING AND BRANDING STRATEGIES

MARKETING AND BRANDING STRATEGIES

Date post: 09-Apr-2018
Category:
Upload: devendra-singh
View: 219 times
Download: 0 times
Share this document with a friend

of 42

Transcript
  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    1/43

    1

    Prepared by Devendra Kumar Singh sec-C 20

    MARKETING AND BRANDING STRATEGIES

    OF

    PEPSI

    IN

    INDIA

    Submitted To:

    Sayanti Banerjee

    New Delhi Institution of Management

    New Delhi

    Submitted By:

    DEVENDRA KUMAR SINGH

    C-20

    MBA 2009-11

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    2/43

    2

    Prepared by Devendra Kumar Singh sec-C 20

    UNDETAKING

    I here by declare that theresearchworkon The Marketi ngand Branding

    Strategy of PEPSICO is doneoriginally by me. The data used in thereport is

    obtained directly from thefindingsfrom the Questionnaire. Theresearchwork

    isexempted from any piracy and plagiarism and the datacollection,analysis

    and preparationofthereport isnoveland original.

    DEVENDRA KUMAR SINGH

    M.B.A

    2009-2011

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    3/43

    3

    Prepared by Devendra Kumar Singh sec-C 20

    ACKNOWLEDGEMENT

    I express my heartfelt gratitude toseveralpeoplefor their direct and indirect

    assistancein thesuccessfulcompletionofmy project. It iswith thegreat

    pleasure,privilegeand humbleness that I express my sincerest gratitude toall

    thepeoplewho, despiteoftheir busy schedule,havehappily rendered me

    valuablehelpand guidance.

    My specialand sincere thanks to my seniorswhoguided meat

    every stepoftheresearchwork. It wasfrom theirregularassistance that Im

    able toget all the dataand findingsfor theproject.

    Im in-debited toSayanti Banerjee, my guidewho directed me towork

    at different stagesoftheproject and learningabout AnalysisofOptionsin

    Indian Market that helped alot infurnishing my knowledgeoftheconcerned

    topic.

    Without theseextended supportsand co-operation, theproject

    wouldnt have been thesame.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    4/43

    4

    Prepared by Devendra Kumar Singh sec-C 20

    Content of Table

    S.No. Title Page No.

    I. Synopsis 5

    II. Objective of the Research study 7

    III. Introduction 9

    IV. Research Methodology 11

    V. Company Profile 13

    VI. Marketing Strategy 25

    VII. Branding Strategy of PEPSICO in India 34

    VIII. Data Analysis & Findings 49

    IX. Limitations 63

    X. Recommendations & Conclusion 65

    XI. Annexure 68

    XII. Bibliography 70

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    5/43

    5

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    6/43

    6

    Prepared by Devendra Kumar Singh sec-C 20

    SYNOPSIS

    TITLE :MARKETING& BRANDING STRATEGIES

    OF PEPSICOININDIA

    NAME OF COMPANY :PEPSICO(INDIA)

    SPECIFIC OBJECTIVES :

    y

    . To find out the marketing strategy of PEPSICO

    y The quality prevailing in PEPSICO

    y To find out the quality of PEPSICO in various areas and find out the

    deficiency.

    y The product quality of other players.

    y To study the factors determining the choice of branding strategy in

    market.

    RESEARCH METHODOLOGY :

    A)Primary data

    1. Interaction with people in day to day life.

    2. Data collected on the basis of questionnaire.

    B)Secondary data

    1.Newspapers

    2. Relevant information form Website of PEPSICO

    3. Other Websites.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    7/43

    7

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    8/43

    8

    Prepared by Devendra Kumar Singh sec-C 20

    Objectives:

    y To find out the marketing strategy of PEPSICO

    y The product quality prevailing in PEPSICO

    y To find out the product quality of PEPSICO in various areas and

    find out the deficiency.

    y The product quality of other players.

    y To study the factors determining the choice of branding strategy in

    market.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    9/43

    9

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    10/43

    10

    Prepared by Devendra Kumar Singh sec-C 20

    INTRODUCTION

    PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American

    multinational

    corporation headquartered in Purchase, New York, with interests in

    manufacturing and marketing a wide variety of carbonated and non -carbonated

    beverages, as well as salty, sweet and cereal -based snacks, and other foods.

    Besides the Pepsi brands, the company owns the brands Quaker Oats,Gatorade,

    Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and

    7 Up(outside the USA).

    Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since2006.

    During her time, healthier snacks have been marketed and the company is

    striving for a net-zero impact on the environment.[3]

    This focus on healthier

    foods and lifestyles is part of Nooyi's "Performance With Purpose"

    philosophy

    Today, beverage distribution and bottling is undertaken primarily by

    associated companies such as The Pepsi Bottling Group (NYSE: PBG) and

    Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    11/43

    11

    Prepared by Devendra Kumar Singh sec-C 20

    Research Methodology

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    12/43

    12

    Prepared by Devendra Kumar Singh sec-C 20

    Collection Method:

    A)Primary Data

    B)Secondary Data

    C)Primary data

    3. Interaction with people in day to day life.

    4. Data collected on the basis of questionnaire.

    D)Secondary data

    4. Business Magazines

    5.Newspapers

    6. Relevant information form Website of Mc Donalds

    7. Other Websites.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    13/43

    13

    Prepared by Devendra Kumar Singh sec-C 20

    COMPANY PROFILE

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    14/43

    14

    Prepared b

    evendra

    u

    arS

    ngh sec-C20

    Hi

    Headquartered i Purchase, New York, with Research and Development

    Headquarters in Valhalla, The PepsiCola Company began in 1898 by a NC

    Pharmacist and IndustrialistCaleb Bradham, butit only became known as

    PepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC,

    Pi a Hut, and Taco Bell, butthese fast food restaurants were spun offinto

    Tricon GlobalRestaurants, now Yum! Brands, Inc. PepsiCo purchased

    Tropicana in 1998, and Quaker Oats in 2001. In December 2005, PepsiCo

    surpassed Coca-Cola Company in market value forthe firsttime in 112 years

    since both companies began to compete. [2]

    Pepsi-Cola Venezuela

    Current members ofthe board of directors of PepsiCo are Indra NooyiC.E.O.,

    Robert E. Allen, Dina Dublon, Victor Dzau, Ray Lee Hunt, Alberto Ibargen,

    ArthurMartinez, Steven Reinemund, Sharon Rockefeller, James Schiro,

    Franklin Thomas, Cynthia Trudell, and River King.

    On October 1, 2006, formerChief Financial Officer and President Indra Nooyireplaced Steve Reinemund as chief executive officer. Nooyi remains the

    corporation's president, and became Chairman ofthe Board in May 2007.Mike

    White is the President of Pepsi-Co International Division.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    15/43

    15

    Prepared by Devendra Kumar Singh sec-C 20

    PEPSICO IN INDIA

    PepsiCo gained entry to India in 1988 by creating a joint venture with the

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    16/43

    16

    Prepared by Devendra Kumar Singh sec-C 20

    Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and

    Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until

    1991, when the use of foreign brands was allowed; PepsiCo bought out its

    partners and ended the joint venture in 1994.[9]

    Others claim that firstly Pep

    si was banned from import in India, in 1970, for having refused to release the

    list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the

    market shortly afterwards. These controversies are a reminder of "India's

    sometimes acrimonious relationship with huge multinational companies."

    Indeed, some argue that PepsiCo and The Coca-Cola Company have "been

    major targets in part because they are well -known foreign companies that draw

    plenty of attention."[10]

    In 2003, the Centre for Science and Environment (CSE), a non-governmental

    organization in New Delhi, said aerated waters produced by soft drinks

    manufacturers in India, including multinational giants PepsiCo and The C

    oca-Cola Company, contained toxins, including lindane, DDT, malathion and

    chlorpyrifos pesticides that can contribute to cancer, a breakdown of the

    immune system and cause birth defects. Tested products included Coke, Pepsi,

    7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-

    produced Pepsi's soft drink products had 36 times the level of pesticide residues

    permitted under European Union regulations; Coca Cola's 30 times.[11]

    CSE said

    it had tested the same products in the US and found no such residues. However,

    this was the European standard for water, not for other drinks. No law bans the

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    17/43

    17

    Prepared by Devendra Kumar Singh sec-C 20

    presence of pesticides in drinks in India.

    The Coca-Cola Company and PepsiCo angrily denied allegations that their

    products manufactured in India contained toxin levels far above the norms

    permitted in the developed world. But an Indian parliamentary committee, in

    2004, backed up CSE's findings and a government -appointed committee, is now

    trying to develop the world's first pesticides standards for soft drinks. Coke and

    PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect

    minute traces of pesticides in complex drinks.

    As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market

    share of soft-drink sales in India.[12]

    PepsiCo has also been accused by the

    Puthussery panchayat in the Palakkad district in Kerala, India, of practicing

    "water piracy" due to its role in exploitation of ground water resources resulting

    in scarcity of drinking water for the panchayat's residents, who have been

    pressuring the government to close down the PepsiCo unit in the village.[13]

    In 2006, the CSE again found that soda drinks, including both Pepsi and Coca -

    Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-

    Cola Company maintain that their drinks are safe for consumption and have

    published newspaper advertisements that say pesticide levels in their products

    are less than those in other foods such as tea, fruit and dairy products.[14]

    In the

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    18/43

    18

    Prepared by Devendra Kumar Singh sec-C 20

    Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft

    drinks, was banned by the state government in 2006,[15]

    but this was reversed by

    the Kerala High Court merely a month later.[16]

    Five other Indian states have

    announced partial bans on the drinks in schools, colleges and hospitals.[17]

    Soft drinks market in India

    India is one of the top five markets in terms of growth of the soft drinks market

    . The per capita consumption of soft drinks in the country is estimated to be

    around 6 bottles per annum in the year 2003. It is very low compared to the

    corresponding figures in US (600+ bottles per annum). But being one of the

    fastest growing markets and by the sheer volumes, Indi a is a promising market

    for soft drinks.

    The major players in the soft drinks market in India are PepsiCo and Coca -Cola

    Co, like elsewhere in the world. Coca-Cola acquired a number of local brands

    like Limca, Gold Spot and Thums Up when it entered Indian market for the

    second time. Pepsi Cos soft drink portfolio also consists of Miranda and 7Up

    along with Pepsi. The market share of each of the company is more or less the

    same, though there is a conflict in the estimates quoted by different sources[18]

    The major ingredient in a soft drink is water. It constitutes close to 90% of the

    soft drink content. Added to this, the drink also contains sweeteners, Carbon

    dioxide, Citric Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other

    emulsifying agents, etc. [18]

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    19/43

    19

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    20/43

    20

    Prepared by Devendra Kumar Singh sec-C 20

    STRATEGY OF PEPSICO IN INDIA

    : With the swinging fortunes of cricket stars, PepsiCo India is gearing up to

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    21/43

    21

    Prepared by Devendra Kumar Singh sec-C 20

    launch a brand new advertising campaign for Pepsi with out any star endorse

    rs. Currently, PepsiCo India has twelve star endorsers from Bollywood and the

    Indian cricket team.

    Pepsis new campaign will be a consumercentric advertising campaign

    without any celebrities, informed industry sources. Celebrities may come and

    go but brands are forever, seems to be PepsiCos new motto.

    Incidentally, PepsiCo has not yet renewed Sachin Tendulkars contract which

    expired in May this year. According to industry sources, PepsiCo is now

    shifting its marketing focus to MS Dhoni, the highest paid IPL player. The

    company will bring in MS Dhoni to the centre space from side lines. Of course,

    PepsiCo will make Dhoni wear some decent clothes to erase his Lungi -clad

    image, said Prahlad Kakar, a leading ad film maker in Mumbai. Remember

    Pepsi ads featuring Dhoni, captain of the Chennai Super Kings team?

    Enthused by the response to Dhonis Mind it ads, the company will now

    project Dhoni as its brand icon in the next few months, predict i ndustry

    analysts. Young cine stars Deepika Padukone and Ranbir Kapoor now star in

    Pepsi Youngistan campaign. Very soon, we may see Dhoni sharing the screen

    space with Shar Rukh Khan in Pepsi ads, added analysts.When contacted by

    FE, PepsiCo India declined to comment on its advertising plans.

    On PepsiCos shift in strategy, Ramesh Narayan, veteran advertising

    professional based in Mumbai said: I think every brand needs to keep in mind

    its profile. And Pepsi has always stood for the youth. I do not think it is any

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    22/43

    22

    Prepared by Devendra Kumar Singh sec-C 20

    comment on Tendulkar as a player but they need to refresh their stable of sports

    person with younger people. In sync with its new strategy, PepsiCo has roped

    in Ishant Sharma and Rohit Sharma to feature in its Yeh hai Youngistan Meri

    Jaan-dumping cricket stars Dravid and Ganguly.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    23/43

    23

    Prepared by Devendra Kumar Singh sec-C 20

    Seven Ps Of Marketing

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    24/43

    24

    Prepared by Devendra Kumar Singh sec-C 20

    Product:

    It is theofferingofacompany in the market whichisprimarily for

    Use

    Consumption

    Further Processing.

    A serviceoraproduct refers toanactivity oractivities that a marketersoffers

    toperform whichresult insatisfactionofaneed orwant ofpredetermined

    target customers.

    Theproduct can bea

    Genericproduct: It is theproduct at basiclevel.

    Expected product: It is thecustomers minimum set ofexpectationsfrom

    aproduct orservice.

    Augmented product: It is the offering in addition to what customer

    expects.

    Potentialproduct: It is doingevery thingpotentially feasible tohold &

    attract customers.

    Prices:

    Thesecond P in theformulaisprice. Develop thehabit ofcontinually

    examiningand reexamining thepricesoftheproductsand services you sell to

    makesure they'restillappropriate to therealitiesofthecurrent market.

    Sometimes you need tolower yourprices. At other times,it may be

    appropriate toraise yourprices. Many companieshavefound that the

    profitability ofcertainproductsorservices doesn'tjustify theamount ofeffort

    and resources that gointoproducing them. By raising theirprices, they may

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    25/43

    25

    Prepared by Devendra Kumar Singh sec-C 20

    loseapercentageoftheircustomers, but theremainingpercentagegenerates

    aprofit onevery sale. Could this beappropriatefor you?

    Sometimes you need tochange your termsand conditionsofsale. Sometimes,

    by spreading yourpriceoveraseriesofmonthsor years, you cansellfar more

    than you are today,and theinterest you canchargewill more than make up

    for the delay incashreceipts. Sometimes you cancombineproductsand

    services togetherwithspecialoffersand specialpromotions. Sometimes you

    canincludefreeadditionalitems that cost you very little toproduce but make

    yourpricesappearfar moreattractive to yourcustomers.

    In business,asinnature,whenever you experienceresistanceorfrustrationin

    any part ofyoursalesor marketingactivities, beopen torevisiting that area.

    Beopen to thepossibility that yourcurrent pricingstructureisnot idealfor the

    current market. Beopen to theneed torevise yourprices,ifnecessary, to

    remaincompetitive, tosurviveand thriveinafast-changing marketplace.

    Promotion

    The third habit in marketingand salesis to thinkin termsofpromotionall the

    time. Promotionincludesall theways you tell yourcustomersabout your

    productsorservicesand how you then market and sell to them.

    Smallchangesin theway you promoteand sell yourproductscanlead to

    dramaticchangesin yourresults. Evensmallchangesin youradvertisingcan

    lead immediately tohighersales. Experienced copywriterscanoftenincrease

    theresponseratefrom advertising by 500 percent by simply changing the

    headlineonanadvertisement.

    Largeand smallcompaniesinevery industry continually experiment with

    different waysofadvertising,promoting,and selling theirproductsand

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    26/43

    26

    Prepared by Devendra Kumar Singh sec-C 20

    services. And hereis therule: Whatever method ofmarketingand sales you're

    using today will,soonerorlater,stopworking. Sometimesit willstopworking

    forreasons you know,and sometimesit will beforreasons you don't know. In

    eithercase, your methodsofmarketingand saleswilleventually stopworking,

    and you'llhave to developnewsales, marketingand advertisingapproaches,

    offerings,and strategies.

    Place

    Thefourth P in the marketing mixis theplacewhere yourproduct orserviceis

    actually sold. Develop thehabit ofreviewingand reflecting upon theexact

    locationwhere thecustomer meets thesalesperson. Sometimesachangein

    placecanlead toarapid increaseinsales.

    You cansell yourproduct in many differen t places. Somecompanies use direct

    selling,sending theirsalespeopleout topersonally meet and talkwith the

    prospect. Somesell by telemarketing. Somesell throughcatalogsor mailorder.

    Somesellat tradeshowsorinretailestablishments. Somesell injoint ventures

    withothersimilarproductsorservices. Somecompanies use manufacturers'

    representativesor distributors. Many companies useacombinationofoneor

    moreofthese methods.

    Ineachcase, theentrepreneur must make theright choiceabout thevery best

    locationorplacefor thecustomer toreceiveessential buyinginformationon

    theproduct orserviceneeded to makea buying decision. What is yours? In

    what way should you changeit? Whereelsecould you offer yourproductsor

    services?

    Packaging

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    27/43

    27

    Prepared by Devendra Kumar Singh sec-C 20

    Thefifthelement in the marketing mixis thepackaging. Develop thehabit of

    standing backand lookingat every visualelement in thepackagingofyour

    product orservice through theeyesofacriticalprospect. Remember,people

    form theirfirst impressionabout you within thefirst 30 secondsofseeing you

    orsomeelement ofyourcompany. Smallimprovementsin thepackagingor

    externalappearanceofyourproduct orservicecanoftenlead tocompletely

    different reactionsfrom yourcustomers.

    Withregard to thepackagingofyourcompany, yourproduct orservice, you

    should thinkin termsofeverything that thecustomerseesfrom thefirst

    moment ofcontact with yourcompany all theway through thepurchasing

    process.

    Packagingrefers to theway yourproduct orserviceappearsfrom theoutside.

    Packagingalsorefers to yourpeopleand how they dressand groom. It refers

    to youroffices, yourwaitingrooms, your brochures, yourcorrespondenceand

    every singlevisualelement about yourcompany. Everything counts. Everything

    helpsorhurts. Everythingaffects yourcustomer'sconfidenceabout dealing

    with you.

    When IBM started under theguidanceofThomas J. Watson, Sr.,hevery early

    concluded that fully 99 percent ofthevisualcontact acustomerwould have

    withhiscompany,at least initially,would berepresented by IBM salespeople.

    Because IBM wassellingrelatively sophisticated high -techequipment, Watson

    knewcustomerswould have tohaveahighlevelofconfidencein the

    credibility ofthesalesperson.He thereforeinstituted a dressand grooming

    code that becameaninflexibleset ofrulesand regulationswithin IBM.

    Asaresult,every salespersonwasrequired tolooklikeaprofessionalinevery

    respect. Every element oftheirclothing-including darksuits, dark ties,white

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    28/43

    28

    Prepared by Devendra Kumar Singh sec-C 20

    shirts,conservativehairstyles,shined shoes,cleanfingernails -and every other

    featuregaveoffthe messageofprofessionalism and competence. Oneofthe

    highest complimentsapersoncould receivewas, "You looklikesomeonefrom

    IBM."

    Positioning

    Thenext P ispositioning.You should develop thehabit ofthinkingcontinually

    about how you arepositioned in theheartsand mindsofyourcustomers.How

    dopeople thinkand talkabout you when you'renot present? How dopeople

    thinkand talkabout yourcompany? What positioning do you havein your

    market,in termsofthespecificwordspeople usewhen they describe you and

    yourofferings toothers?

    In thefamous book by Al Reisand Jack Trout, Positioning, theauthorspoint

    out that how you areseenand thought about by yourcustomersis thecritical

    determinant ofyoursuccessinacompetitive marketplace. Attribution theory

    says that most customers thinkofyou in termsofasingleattribute,either

    positiveornegative. Sometimesit's "service." Sometimesit's "excellence."

    Sometimesit's "quality engineering," aswith Mercedes Benz. Sometimesit's

    "the ultimate driving machine," aswith BMW. Inevery case,how deeply

    entrenched that attributeisin the mindsofyourcustomersand prospective

    customers determineshowreadily they'll buy yourproduct orserviceand how

    much they'llpay.

    Develop thehabit ofthinkingabout how you could imp rove yourpositioning.

    Begin by determining theposition you'd like tohave. Ifyou could create the

    idealimpressionin theheartsand mindsofyourcustomers,what would it be?

    What would you have to doinevery customerinteraction toget your

    customers to thinkand talkabout in that specificway? What changes do you

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    29/43

    29

    Prepared by Devendra Kumar Singh sec-C 20

    need to makein theway interact withcustomers today inorder to beseenas

    thevery best choicefor yourcustomersoftomorrow?

    People

    Thefinal P ofthe marketing mixispeople. Develop thehabit ofthinkingin

    termsofthepeopleinsideand outsideofyour businesswhoareresponsible

    forevery element ofyoursalesand marketingstrategy and activities.

    It'samazinghow many entrepreneursand businesspeoplewillworkextremely

    hard to think throughevery element ofthe marketingstrategy and the

    marketing mix,and thenpay littleattention to thefact that every single

    decisionand policy has to becarried out by aspecificperson,inaspecificway.

    Yourability toselect,recruit,hireand retain theproperpeople,with theskills

    and abilities to do thejob you need tohave done,is moreimportant than

    everythingelseput together.

    Inhis best-selling book,Good to Great, Jim Collins discovered the most

    important factorapplied by the best companieswas that they first ofall "got

    theright peopleon the bus,and thewrongpeopleoffthe bus." Once these

    companieshad hired theright people, thesecond stepwas to "get theright

    peoplein theright seatson the bus."

    To besuccessfulin business, you must develop thehabit ofthinkingin termsof

    exactly whoisgoing tocarry out each taskand responsibility. In many cases,

    it'snot possible to moveforward until you canattract and put theright person

    into theright position. Many ofthe best businessplansever developed sit on

    shelves today because the [peoplewhocreated them] could not find thekey

    peoplewhocould execute thoseplans

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    30/43

    30

    Prepared by Devendra Kumar Singh sec-C 20

    SEVEN PS OF PEPSICO

    Product: PEPSICO continually reviewand improvequality offerings to make

    sure that PEPSICO not only meet theircustomers expectations, but also

    exceed them. Asaresult, PEPSICO haveintroduced aseriesofongoingvalue

    options toenable theircustomers toappreciate thisaspect ofthe brand even

    morestrongly.

    Price

    PEPSICO pricesitsproductsinsuchaway that avery largecrosssectionofthe

    Indianpopulationcanafford it. Pepsi doesnot sacrificequality forvalue

    rather Pepsi leverageseconomiesofscale to minimizecostswhile maximising

    value tocustomers. Pepsico definitionofvalue is broader than most cold dinks

    ofitskind it is more thaneven theprice.

    Place:

    PEPSICO and itsinternationalsupplierpartnersworked togetherwithlocal

    Indian Companies to developproducts that meet Pepsicorigorousquality

    standards. Thesestandardsalsostrictly adhere to IndianGovernment

    regulationsonfood,healthand hygiene. Part ofthis development involves the

    transferofstate-of-the-art food processing technology,whichhasenabled

    Indian businesses togrow by improving theirability tocompetein todays

    international markets.

    Promotion:

    Attribute

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    31/43

    31

    Prepared by Devendra Kumar Singh sec-C 20

    A cleanfast food brand which tastes thesameany where you drink in the

    world

    Values

    Theworld leaderincold drinks.

    Culture

    The brand representscultureofsocialgatheringforfamiliesand groups.

    Personality

    Theworld leader, A giant p.

    User

    Allkindsofconsumers buy Pepsicoproductsirrespectiveofage,sexallover

    theworld.

    People:

    Pepsicoworldwideiswellknownfor thehigh degreeofrespect to thelocal

    culture.

    Packaging:

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    32/43

    32

    Prepared by Devendra Kumar Singh sec-C 20

    Pepsico Indiaservesonly thehighest quality products. Pepsico Indiahas

    established closerelationshipswithlocalsupplierswhoprovide Pepsicowith

    thehighest quality,freshest ingredients to makeitsproducts.

    Positioning:

    Thevalueinitiativeat Pepsico isall-pervasive. Ourstrategy is toachieve best

    value by enhancingexperience (offering best quality),whilekeepingprices

    reasonable. Thisapplies toproducts they serve their customersand toevery

    otheraspect oftheway theydo business. At Pepsico costsarekept low by

    increasingefficiency and cuttingwastageat alllevels. Thisispossible by

    advanced operations, management and human behaviourskills tested over

    timeinaround 120 countriesacross theworld. It isimportant to understand

    that deliveringhighest quality doesnt comeeasily.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    33/43

    33

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    34/43

    34

    Prepared by Devendra Kumar Singh sec-C 20

    Strengths: one of the leaders in the industryWeaknesses: not diversified offeringsOpportunities: Sponsorship, global presence including building facilities in newmarketsThreats: large and small beverage companies, including bottled water firms

    Swot Analysis Of Pepsi Co.

    Strength Pepsi has a broader product line and outstanding reputation. Merger of Quaker Oats produced synergy across the board. Record revenues and increasing market share. Lack of capital constraints (availability of large free cash flow).o Great brands, strong distribution, innovative capabilitieso Number one maker of snacks, such as corn chips and potato chips PepsiCo sells three products through the same distribution channel.For example, combining the production capabilities of Pepsi, Gatorade andTropicana is abig opportunity to reduce costs, improve efficiency and smooth out the imp act ofseasonal fluctuations in demand for particular product.Weakness Pepsi hard to inspire vision and direction for large global company. Not all PepsiCo products bear the company name PepsiCo is far away from leader Coca-cola in the international market - demand ishighly elastic.Opportunity Food division should expand internationally Noncarbonated drinks are the fastest-growing part of the industry There are increasing trend toward healthy foods Focus on most important customer trend - "Convenience".Threats

    F&B industry is mature Pepsi is blamed for pesticide residues in their products in one of their mostpromisingemerging market e.g in India Over 50 percent of the company's sales come from Frito-Lay; this is a threat if themarket takes a downturn PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods(becauseof broader product line) which are well -run and financially sound competitors. Size of company will demand a varied marketing program; Social, cultural ,economic,political and governmental constrains.

    StrategiesThe purpose of the strategy is to increase the EPS by 15% per annum and increasePepsiCo's...

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    35/43

    35

    Prepared by Devendra Kumar Singh sec-C 20

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    36/43

    36

    Prepared by Devendra Kumar Singh sec-C 20

    SAMPLING PLAN

    1) Sampling Unit: Who is to be surveyed?

    Urban Retailers

    2) Sample Size: How many people to be surveyed?

    All retailers in the area (of all age groups)

    3) Sampling Procedure:

    We have taken sample from All over Delhi

    Total Number of Shops In The Area - 246

    Warm Stock-15543 units

    Cold Stock in Refrigerator-6743 units

    Total Stock- 22286 Units

    Retailers preference (On the basis of the stocks they

    have in the shop)

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    37/43

    37

    Prepared by Devendra Kumar Singh sec-C 20

    Pep i

    o

    a

    ola

    Pepsi 65%

    Coca-cola 35%

    35%

    65%

    Sign Board on Shop

    114 shops has signboards of any company

    Pepsi 81% (75 Shops)

    Coca-cola 19% (39 shops)

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    38/43

    38

    Prepared by Devendra Kumar Singh sec-C 20

    sign boa d pepsi

    sign boa d o a

    ola

    Visi Pepsi

    Visi o a ola

    19%

    81%

    Refrigerator in Shop-

    80 shops has refrigerator

    Pepsi-73% (58shops)

    Coca-cola-27% (22 Shops)

    27%

    73%

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    39/43

    39

    Prepared by Devendra Kumar Singh sec-C 20

    wa o

    Pepsi

    wa o

    o a ola

    Warm Stock-

    Pepsi-59%(9170 units)

    Coca-Cola- 41%(6372 units)

    41%

    59%

    Cold Stock-

    Pepsi-55% (3708 units)

    Coca-Cola-45% ( 3034 units)

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    40/43

    40

    Prepared by Devendra Kumar Singh sec-C 20

    Cold ! o " #

    PepsiCold

    !o

    " #

    Co " a $ Cola

    45%

    55%

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    41/43

    41

    Prepared by Devendra Kumar Singh sec-C 20

    Limitations/ Problems in conducting the survey

    Some Retail Owners ( Branch Owner) refuse togiveinformation.

    Due tofestivalseason during market survey eve they wasagreat rushand

    every onewasinhurry.

    Illiteracy amongsomecustomersisreflected asfarasfillingquestionnaireisconcerned.

    Lesscooperationfrom thecustomers due to busy modernlife.

    Since thesurvey isconducted only on45customers therefore,analysis

    cannot be madeaccurately.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    42/43

    42

    Prepared by Devendra Kumar Singh sec-C 20

    My Project gives me the true knowledge of customer relationship concepts &

    also helped to understand the working environment of the Pepsico.

    The major thing, which I found in my whole project, is as follow:

    The market share of Pepsico is more than Coke

    The distribution channel of both company is very bad.

    Advertising policy of Pepsi is better than Coca Cola.

    Retailers are highly dissatisfied with salesmen behavior.

    Company relation with retailers is credit based.

    There are very less effort for promoting sales.

    There are no direct communication between retailers and company.

    There are no any route incharge.

    Retailers are not aware about company scheme and product

    development.

    Scheme is not distributed honestly among retailers.

  • 8/7/2019 MARKETING AND BRANDING STRATEGIES

    43/43

    43


Recommended