REPOSITIONING OF

Presented By: Dharmesh Sharma Prashant Rajguru Sushil Sharma Prachi Jain

Submitted To: Mr. Anand Sharma

Project Objective

To analyze the buying behavior of the customers

towards the purchase of Cold-drinks.

Studying the market share of brand slice.

Studying the promotional strategies used by the

company to promote the product.

Analyzing the major competitors of slice.

Developing Repositioning Strategy for SLICE.

Brief history of Pepsi in India PepsiCo entered India in 1989 and has grown to become one of the

country’s leading food and beverage companies.

PepsiCo India and its partners have invested more than U.S.$1 billion since

the company was established in the country. PepsiCo provides direct and

indirect employment to 150,000 people including suppliers and distributors.

PepsiCo India’s expansive portfolio includes refreshment beverages Pepsi,

7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as

Diet Pepsi, hydrating beverages such as Aquafina drinking water, isotonic

sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks

– Tropicana Nectars, Tropicana Twister and Slice.

Products

Soft-Drink Market in INDIA

CARBONATED76%

NON-CARBON-

ATED24%

Tagline Timeline

1898 Brad's Drink

1903 Exhilarating, Invigorating, Aids Digestion

1906 Original Pure Food Drink

1908 Delicious and Healthful

1915 For All Thirsts - Pepsi:Cola

1919 Pepsi:Cola - It makes you Scintillate

1920 Drink Pepsi:Cola - It Will Satisfy You

1928 Peps You Up!

1933 It's the Best Cola Drink

• 1943 Bigger Drink, Better Taste

• 1958 Be Sociable, Have a Pepsi

• 1963 Come Alive! You're in the Pepsi

• 1979 Catch That Pepsi Spirit Generation

• 1981 Pepsi's Got Your Taste for Life

• 1983 Pepsi Now!

• 1984 The Choice of a New Generation

• 1992 Gotta Have It

• 1996 Nothing Official about it

• 1998 Yahi hai right choice baby, Aha!

• 2008 "Yeh hai Youngistaan Meri Jaan!"

Brand Logo Timeline

Mission And Vision Of Pepsi

Mission

“To be the world's premier consumer products company

focused on convenience food 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

for honesty, fairness and integrity."

Vision

"To build India’s leading total beverage company, delighting

consumers by best meeting their everyday beverage needs,

and stakeholders, by delivering performance with purpose,

through our talented people."

Repositioned In 2008

Pepsi had repositioned Slice in 2008 signing KATRINA

KAIF as it brand ambassador.

It introduced it with new concept of “AAMSUTRA” with

an attempt to derive the same kind of pleasure from

the drink that one gets from real mangoes.

Reason for Slice not getting Momentum

Pepsi is Still concentrating on the Cola-War with Coca-Cola.

It is stressing in promoting its Carbonated Drinks.

Strong Image of Frooti and Maaza in the mind of the consumers.

Insufficient Promotion.

Analysis of The Survey GENDER-WISE PREFERENCE FOR THE DIFFERENT DRINKS IN

THE MARKET

16

21

1227

14 1005

101520253035404550

CARBONATED DRINKS Non-Carbonated TEA/COFFEE

FEMALEMALE

AGE –WISE PREFERENCE FOR THE DIFFERENT DRINKS

1912 6 4

12

10 8 4

3

37 4 2

6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BELOW 20 20-30 30-40 40-50 ABOVE 50

CARBONATED NON-CARBONATED TEA/COFFEE

LIFE STAGE-WISE PREFERENCES

57%

27% 20%

36%

55%

40%

7%18%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

STUDENTS PROFESSIONALS HOUSE-HOLD

CARBONATED NON-CRBONATED TEA/COFFEE

AWARENESS ABOUT NEW SLICE

YES55%

NO45%

Juice Based Drinks preferred by Consumers

Slice21%

Frooti41%

Tropicana10%

Maaza28%

Visibility Excite Purchase

Can,t Say

To Some Extent

NO

YES

5% 15% 25% 35% 45% 55%

Can,t Say To Some Extent

NO YES

Column1 0.07 0.23 0.13 0.57

New REPOSITIONING Strategy

Slice should be promoted as real vitalizing drink.

New Promotional strategies should be adopted like :

- Road shows with various contests.

- Concept of “AAMSUTRA” should be promoted at equal pace as “YOUNGISTAN”.

- Special prize schemes should be introduced to attract new consumers.

All sections of the society should be targeted from children, youth, professionals to families.

School-Colleges event should be sponsored by Slice.

Company should focus on gaining more space in displaying SPICE in various retail stores.

o College and Office canteens should be provided with special vending machines .

o New Tetrapack should be launched which are more hygienic and attractive.

o Special discounts should be provided on larger packs to increase the sale volume.

o Combo-pack schemes should be launched.

o Slice trial packs should be introduced with other products of Pepsi.

Strong Brand Image of Pepsi.-Pepsi has become a friend to the youth and has led many youth cultures. -Pepsi, Cricket and Bollywood have been joined at the hip since the beginning

A large market to be covered.Huge share of rural market.

Improper Advertisement.No proper response to feedback.

Strong Competition from FROOTI & MAAZA.Negligence from the parent Company.

SWOT Analysi

s

S

W

O

T

Thank You!