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AT A GLANCE..First made in the 1890s by Pharmacist

CALEB BRADHAM

Brand trademarked on June 16,1903.

PepsiCo entered India in 1989

PepsiCo owns 5 different billion-

dollar brands- Pepsi, Tropicana, Frito-Lay,Quaker, and Gatorade

Soft drink portfolio also consistsof Mirinda and 7Up

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MARKET SCENARIO- INDIA

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

Per capita consumption of soft drinks very lowas compared to US

One of the fastest growing markets for soft

drinks.

The level of consumption is seen to increasewith rising household incomes while

decrease with age.

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CORE & AUGMENTED PRODUCT

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S EGMENTATION Pepsi correctly rode the waveof the future

A young population whichwould respond to anaggressive, well-focusedadvertising campaign and aslightly different product.

Successful product

"differentiation throughdemographic andpsychographic segmentationmade Pepsi the nearly equalof Coke"

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PO S TIONING

Positioning is not what you do to a

product. Its what you do to the mindof the prospect or Buyer.

Pepsi positioned it self as first in themind of teenage & young crowd

Used campaigns like, ³ G enerationNext´,³The Choice of a New

G eneration´and to some extent oldage as they always feel they are stillyoung.

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TARGETING

Targeting new generation people,youngsters. Pepsi has alwaystaken the lead in developing newproducts.

Pepsi has always taken morerisks, acted rapidly, and was

always developing newadvertising ideas.

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B RAND PER S ONALITY

Spirited

Young

Uptodate

O utgoing

Excitement

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SW OT STRENGHTS WEAKNESSES

OPPORTUNITIES

O utstanding ReputationRecord RevenuesIncreasing Market shareStrong DistributionInnovative Advertising

Far behind in InternationalMarket from leader Coca-ColaFalling behind in International

MarketsFailure in capitalizing star

endorsements

Non-Carbonated drinks-Fastest growing part of theindustryIncrease Customer base -

other than youngstersExpand market to Middle-east

and L atin America

THREATS

Increasing trend towardshealthy foodEntry of new and healthier

Fruit Juices

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MARKETING S TRATEGY In 1975, Pepsi introduced the Pepsi

Challenge marketing campaign wherePepsiCo set up a blind tasting betweenPepsi-Cola and rival Coca-Cola.

In 1996, PepsiCo launched the highlysuccessful Pepsi Stuff marketing strategy.By 2002, the strategy was cited by PromoMagazine as one of 16 "Ageless W onders"that "helped redefine promotionmarketing.³

Also in 4th quarter of 2008 Pepsi teamed upwith G oogle/YouTube to produce the firstdaily entertainment show on YouTube, Poptub.

Refresh Everything Campaign-redesigningits logo and re-branding many of itsproducts by early 2009.

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Glocalisation of brand

Different flavours for different countries and seasons

Blue H awaii: Blue-colored, pineapple and lemon flavored. Released in Japan.

Pepsi G old: G old-colored, ginger-flavored variant at the 2006 F IFA W orldCup and Cricket W orld Cup

Pepsi A-ha: L emon-flavored, sold in India.

Pepsi Raw: British name for Pepsi Natural

Pepsi Vanilla: Vanilla-flavored, released in Canada and the U.S. in2003

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F UTURE MARKETING S TRATEGIE S

Expand Customer Base

Target Rural Market

Increase emotional connect with the audience

Expand beyond the µYoungistan¶