A SUMMER TRAINING PROJECT REPORT ON
“To study the effect of advertisement on sales of
pepsi in special context of mountain dew”
SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF “MASTER OF MARKETING MANAGEMENT”
(uttrakhand university)
ACADEMIC SESSION
(2009-2011)
Submitted By:-
Gaurav Rawat
UNDER THE GUIDANCE OF
External Guide:- Internal Guide:-
Mr. B.P.CHAUHAN Mr. R.K.SHARMA
Territory Development COORDINATER MBA
Manager (T.D.M),
Dehradun, UTTARAKHAND
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project Report for PepsiCo Holdings India Limited. It has been an enriching experience for me to undergo my summer training at PEPSI, which would not have possible without the goodwill and support of the people around. As a student of ICM. I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. PAWAN GOD, the Customer Executive of Varun beverage, Dehradun. Heartfelt thanks go to all who helped me to gain knowledge about the actual working and the processes involved in various departments.
However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to readers of this project report if they bring such mistakes to my notice.
GAURAV RAWAT
Enrollment No.
MASTER OF MARKETING MANAGEMENT
ICM, DEHRADUN, UTTRAKHAND.
CONTENTS
Chapter No. Subject1. Executive Summary2. Introduction3. History of company4. History of mountain dew5. Advertising & publicity6. Pepsi co in india 7. Product profile8. Research methology9. Role of research in business in decision making process10 Research objective11 Research Design12 Types of research13 Steps in research process14 Limitation15 Function of advertising16 conclusion17. Facts and finding18 Questionnaire19 Bibliography20 Glossary terms
EXECUTIVE SUMMARY
I, GAURAV RAWAT felt privileged to be a part of ICM Institute
of Management Dehradun, utttrakhand. I did my summer
internship training in PepsiCo Holdings India Limited a FMCG
sector company. My project title is “TO STUDY THE EFFECT OF
ADVERTISEMENT ON THE SALE ”. The project’s basic
objective is to to study the effect of advertisement on the sale of
mountain dew in the distributor ships of varun beverage dehradun
uttrakhand.
In this project I surveyed in areas of varun Sales and asked
selected question stow the outlet owners who were either not
selling Pepsi products or selling in very less quantity. Out of my
project I learnt these things:
Pepsi should understand the expectations of people If one wants
to grow in
FMCG sector one should keep the following factors in mind that
the
products are easily available to the consumers, to improve the
quality of products from time to time, competitive services should
be provided to the
retailers, the price of the product should be low and last but not
the least
the visibility and the promotional strategy should be such that it
hits people’s mind.
INTRODUCTION
Beverage industry is one of the fast growing industries in India .it
can be divided into two sections i.e. carbonated and non-
carbonated. The carbonated drinks that can be further classified
into cola, lemon orange, mango and apple segments.
Marketing includes all the activities like promotion, distribution,
advertising etc. To fulfill all the segments of consumers.
Marketing is also to convert social needs into profitable
opportunities. So this topic provides all the essentials to
theoretical knowledge with practical knowledge and to inculcate
the efficiency. it is also requirement for the company to improve
their service and product quality for achieving their ultimate goal.
As far as the soft drink market is concerned, it is facing the cut
throat competition because of the availability of a large number of
indirect as well as direct competitors. Single company offers the
soft drink to the market in different taste and flavors. In this
industry entire range of flavors are produced by other competitors
also. More often it becomes impossible to differentiate between
the same flavors of two different brands, when served in plane
container, range also. All these factors together make the
situation complicated. besides both corresponding brands have
the similar price.
HISTORY OF THE COMPANY
Pepsi Cola Company
Caleb Bradham, a New Bern, N.C. druggist who first formulated
Pepsicola,
founded Pepsi Co.’s beverage business at the turn of the century
i.e. in
the year 1890. A young phannacist Called Bradham began
experimenting
in 1890 as a cure for dyspepsia (indigestion) with combination of
spices, 1
juices and syrups and created a refreshing new drink to serve his
customer.
He succeeded beyond all expectations as he invented the new
beverage now known around the world as "PEPSICOLE"
In 1902, he launched the Pepsi Cola Company in the back room of
pharmacy, and applied to U.S. patient office for Trade Mark. The
business
began to grow and on June 16,1993, Pepsi-Cola trademark was
officially
registered with U.S. office. Bradham believed marketing would e
the key to
PEPSI-COLA prosperity and in his first year of business he spent
$1900 on
advertising when he sold 40,000 liters of syrup. In 1905 he built
Pepsi fits
bottling plant. Three more plants followed soon and in 1907, he
was selling
50,000 liters year.
Troubles started at the end of the First World War when Bradham
over
stocked sugar at high price, which subsequently dipped in 1920.
By 1922, the company was insolvent by 1923, it went bankrupt
and Bradham returned to pharmacy.
In 1931, the company went bankrupt for the second time. At this
time Charles Growth, president of a giant candy company both
the trademark. His success came when he offered a 12-ounce
bottle at 5 cent while other colas were sold at the same price in 6
ounce bottles. In 1936, Pepsi has a $2 million net profit.
Today consumers spend about $31 billion on Pepsi-Cola
beverages.Brand Pepsi and other Pepsi-Cola products-including
Diet Pepsi, 7UP Pepsi Blue, Mountain Dew, slice and Mugvrands-
Account for nearly one third of total soft drink sales in the United
States, a consumer marker totaling about$56 billion.
In 1992 Pepsi-Cola formed a partnership with Thomas J. Liption
Co.
Today Liption is the biggest selling ready to drink tea brand in the
United
States. Outside the United States, Pepsi-Cola Company's soft
drink operations include the business of even- up International;
Pepsi-Cola beverages are available in about 170 countries
Pepsi-Cola began selling it products internationally in 1934 with
its operations in Canada. Operations grew rapidly beginning in the
1950s. Today Pepsi-Cola products account for about a quarter of
all soft drinks sold internationally. In addition to brands marketed
in the United States, Major 10 products include Mirinda and Pepsi
Max.
Pepsi-Cola provides advertising, marketing, sales and promotional
support to Pepsi-Cola bottles and food service customers. This
includes some of the world loved and most recognized
advertising. New advertising and exciting promotions keep Pepsi-
Cola brands young.
In 1940, history was made when the first advertising jingle was
broadcast nationally. The jingle was "Nickel Nickel" an
advertisement for Pepsi Cola that referred to the price of Pepsi
and the quantity for that price."Nickel Nickel" became a hit record
and was recorded into fifty-five languages .In 1964, Diet Pepsi
was introduced.
THE BUSINESS
PepsiCo. Has a worldwide operation in 3 fields
Non Alcoholic beverage
Snack Foods.
Fruit Juices
Pepsi company profile
PepsiCo is a world leader in convenient snacks, foods and
beverages, with revenues of more than $39 billion and over
185,000 employees.
PepsiCo is a world leader in convenient snacks, foods and
beverages,
With revenues of more than $39 billion and over 185,000
employees.
The company consists of PepsiCo Americas Foods (PAF), PepsiCo
Americas Beverages (PAB) and PepsiCo International (PI).
PAF includes Frito-Lay North America, Quaker Foods North
America and all Latin America food and snack businesses,
including Sabritas and Gamesa businesses in Mexico. PAB
includes PepsiCo Beverages North America and all Latin American
beverage businesses. PI includes all PepsiCo businesses in the
United Kingdom, Europe, Asia, Middle East and Africa.
PepsiCo brands are available in nearly 200 countries and
generate sales at the retail level of more than $98 billion.
Some of PepsiCo's brand names are more than 100-years-old, but
the corporation is relatively young. PepsiCo was founded in 1965
through the
Merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in
1998 and
PepsiCo merged with The Quaker Oats Company, including
Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs
and
Preference -- from fun-for-you items to product choices that
contribute to
Healthier lifestyles.
PepsiCo’s mission is “To be 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 for
honesty, fairness and integrity.”
Shareholders
PepsiCo (symbol: PEP) shares are traded principally on the New
York StocK Exchange in the United States. The company is also
listed on the
Chicago and Swiss stock exchanges. PepsiCo has consistently
paid cash
Dividends since the corporation was founded
Corporate Citizenship
At PepsiCo, we believe that as a corporate citizen, we have a
responsibility to contribute to the quality of life in our
communities. This philosophy is expressed in our sustainability
vision which states: “PepsiCo’s responsibility is to continually
improve all aspects of the world in which we operate –
environment, social, economic -- creating a better tomorrow than
today.”
Our vision is put into action through programs and a focus on
environmental stewardship, activities to benefit society, and a
commitment
to build shareholder value by making PepsiCo a truly sustainable
company.
PepsiCo Headquarters
PepsiCo World Headquarters is located in Purchase, New York,
approximately 45 minutes from New York City. The seven-building
headquarters complex was designed by Edward Durrell Stone,
one of America's foremost architects. The building occupies 10
acres of a 144-acre complex that includes the Donald M. Kendall
Sculpture Gardens, a world acclaimed sculpture collection in a
garden setting.
The collection of works is focused on major twentieth century art,
and features works by masters such as Auguste Rodin, Henri
Laurens, Henry
Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro
and Claes Oldenberg. The gardens originally were designed by
the world famous garden planner, Russell Page, and have been
extended by François Goffinet.
The grounds are open to the public, and a visitor's booth is in
operation during the spring and summer.
PEPSICO BEVERAGES NORTH AMERICA (PBNA)
PepsiCo’s beverage business was founded 1898 by Caleb
Bradham, a
New Bern, North Carolina druggist, who first formulated Pepsi-
Cola.
Today, Brand Pepsi is part of a portfolio of beverage brands that
includes
carbonated soft drinks, juices and juice drinks, ready-to-drink teas
and coffee drinks, isotonic sports drinks, bottled water and
enhanced waters. PEPSICO has well known brand such as
Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Premium,
Aquafina water, Sierra Mist, Mug, Tropicana juice drinks, Slice,
Tropicana Twister and Tropicana Season’s Best.PEPSICO
manufactures and sells concentrate for some of these brands to
licensed bottlers, who sell the branded products to independent
distributors and retailers. PEPSICOprovides advertising,
marketing, sales and promotional support for its brands. This
includes some of the world's best-loved and most recognized
advertising.
In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to
selling
ready-to-drink tea brands in the United States. Pepsi-Cola also
markets
Frappuccino ready-to-drink coffee through a partnership with
Starbucks.
Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit
packaging business. In 1954 Rossi pioneered a pasteurization
process for orange juice.
For the first time, consumers could enjoy the fresh taste of pure
not-from-
concentrate 100% Florida orange juice in a ready-to-serve
package. The
juice, Tropicana Pure Premium, became the company’s flagship
product.
PepsiCo acquired Tropicana, including the Dole juice business, in
August
1998.
So Be became a part of PBNA in 2001. SoBe manufactures and
markets
an innovative line of beverages including fruit blends, energy
drinks, dairy based drinks, exotic teas and other beverages with
herbal ingredients. Gatorade thirst quencher sport drinks was
acquired by The Quaker Oats
Company in 1983 and became a part of PepsiCo with the merger
in 2001.
Gatorade is the first isotonic sports drink. Created in 1965 by
researchers at the University of Florida for the school's football
team, "The Gators," Gatorade is now the world's leading sports
drink.
PepsiCo Beverages North America includes the United States and
Canada.
LATIN AMERICA BEVERAGES
The Latin Americas Beverage business features a powerful suite
of Power house brands and distinct products tailored for the
market. Gatorade outsells the nearest competitor more than five
to one and, in Sao Paulo---7UP H2Oh! --- a lightly carbonated, is
dominating the competition in its lead
market.
PepsiCo Americas Foods
FRITO-LAY NORTH AMERICA
PepsiCo's snack food operations had their
start in 1932 when two separate events took place. In San
Antonio, Texas, Elmer
Doolin bought the recipe for an unknown food product – a corn
chip – and
started an entirely new industry. The product was Fritos brand
corn chips,
and his firm became the Frito Company.
That same year in Nashville, Tennessee, Herman W. Lay started a
business distributing potato chips. Mr. Lay later bought the
company that
supplied him with product and changed its name to H.W. Lay
Company. The Frito Company and H.W. Lay Company merged in
1961 to become Frito-Lay ,Inc.
Major Frito-Lay products include Lay’s potato chips, Doritos
flavored tortilla chips, Tostitos tortilla chips, Cheetos cheese
flavored snacks, Fritos corn chips, Ruffles potato chips, Rold Gold
pretzels, Sun Chips multigrain snacks, Munchies snack mix, Lay’s
Stax potato crisps, Cracker Jack candy
coated popcorn and Go Snacks. Frito-Lay also sells a variety
Of branded dips, Quaker Fruit & Oatmeal bars, Quaker Quakes
corn and ricesnacks, Grandma’s cookies, nuts and crackers.
Frito-Lay North America includes Canada and the United States
QUAKER FOODS NORTH AMERICA
The Quaker Oats Company was formed in 1901 when several
American
pioneers in oat milling came together to incorporate. In Ravenna,
Ohio, Henry D. Seymour and William Heston had established the
Quaker Mill Company.
The figure of a man in Quaker clothes became the first
registered trademark for breakfast cereal and remains the
hallmark for
Quaker Oats
today.
In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their
partner, George Douglas, operated the largest cereal mill of the
time. Ferdinand Schumacher, known as "The Oatmeal King," had
founded German Mills American Oatmeal Company in 1856.
Combining The Quaker Mill Company with
the Stuart and Schumacher businesses brought together the top
oats milling expertise in the country as The Quaker Oats
Company.The first major acquisition of the company was Aunt
Jemima Mills Company in 1926, which is today the leading
manufacturer of pancake mixes
and syrup. Gatorade was acquired in 1983.
In 1986, The Quaker Oats Company acquired the Golden Grain
Company, producers of Rice-A-Roni.
PepsiCo merged with The Quaker Oats Company in 2001.
LATIN AMERICA BEVERAGES
The Latin Americas Foods business includes operations in Brazil,
Argentina, Colombia, Peru and Venezuela. This business continues
to grow organically and through acquisitions like the Lucky snacks
business in Brazil.
PEPSICO INTERNATIONAL
PepsiCo International includes all PepsiCo
businesses in the United Kingdom, Europe, Asia, Middle East and
Africa.
Pepsi-Cola began selling its products outside the United States
and Canada in the mid-1930s, opening in the United Kingdom in
1936. Operations grew rapidly beginning in the 1950s. Today,
PepsiCo beverages are available in more than 170 countries and
territories. Brands include Aquafina, Gatorade and Tropicana.
In addition to brands marketed in the United States, PepsiCo
International
brands include Mirinda, Seven-Up and many local brands.
PepsiCo began its international snack food operations in 1966.
Today,
products are available in nearly 170 countries. Often PepsiCo
snack food
products are known by local names. These names include
Gamesa and
Sabritas in Mexico, Walkers in the United Kingdom, Simths in
Australia,
Matutano in Spain, Elma Chips in Brazil, and others. The company
markets
Frito-Lay brands on a global level, and introduces unique products
for local
tastes.
PepsiCo. Has a worldwide operation in 3
fields
Non Alcoholic beverage
Snack Foods.
Fruit Juices
PepsiCo India Holdings Private Limited
PepsiCo, the world leader in convenient foods and beverages,
welcomes you to a community of over 157,000 employees spread
over more than 200 countries and territories across the globe
with annual revenues in excess of $33 billion. As part of its
sustainable development initiatives, PepsiCo India has been a
committed leader in the promotion of rain water harvesting, water
conservation recycling and the reduction of effluent discharge.
Thus, 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
ineverything we do, we strive for honesty, fairness and integrity.
Company Facts
Company Name:
PepsiCo India Holdings Private Limited
Industry:
Food & Beverage / Catering / Restaurant
Type of Company:
Private Limited Company, Foreign Based Company
Location:
DLF Corporate Park, S Block, Qutab Enclave, Phase III Gurgaon
122 002
History
Founded in 1965 through the merger of Pepsi-Cola and Frito-Lay,
PepsiCo entered India in 1989 and in the span of a little more
than a decade, has grown to become the country’s largest selling
soft drinks company as well as dominant player in the snack food
segment (Frito-Lay is the leader in the branded potato chips
market). To support the operations are the group’s 38 bottling
plants in India, of which 16 are company owned and 22 arced
franchisee owned.
Product and Services
PepsiCo’s mission is to be the world’s premier consumer Products
Company focused on convenient foods and beverages. The
company seeks to produce healthy financial rewards to investors
as it provides opportunities for growth and enrichment to its
employees, business partners and the communities in which it
operates. PepsiCo now has many global brands, which include:
Pepsi-Cola, Diet Pepsi, Mountain Dew (Diet & Regular), Gatorade,
Walkers, Lays Potato Chips, Doritos Tortilla Chips, Tropicana Pure
Premium Orange Juice, 7-UP (Outside USA), Cheetos Cheese
Flavoured Snacks, Quaker Cereals, Aquafina Bottled Water,
Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, Sierra Mist
(Diet & Regular) and Fritos Corn Chips.
Culture and Values
Our Guiding Principles:
We always strive to Care for customers, consumers and the world
we live in. We are driven by an intense, competitive spirit in the
marketplace, but we direct this spirit towards solutions that
achieve a win for each of our constituents as well as a win for the
corporation. The test of our standards is that we must be able to
personally endorse our products with outreservation and consume
them ourselves. This principle extends to every part of the
business, from the purchasing of ingredients to the point where
our products reach the consumer’s hands.
Speak with truth and candor. We speak up, telling the whole
picture, not just what is convenient to achieving individual goals.
In addition to being clear, be honest and accurate, we take
responsibility to ensure our communications are
understood.Balance short term and long term. We make decisions
that hold both short term and long-term risks and benefits in
balance over time. Without this
balance, we cannot achieve the goal of sustainable growth. Win
with diversity and inclusion. We leverage a work environment that
embraces people with diverse backgrounds, traits and different
ways of thinking. This leads to innovation, the ability to identify
new market opportunities, all of which helps develop new
products and drives our ability to sustain our commitments to
growth through empowered people. Respect others and succeed
together. This company is built on individual excellence and
personal accountability, but no one can achieve our goals by
acting alone. We need great people who also have the capability
of working together, whether in structured teams or informal
collaboration. A spirit of fun, our respect for others and the value
we put on teamwork makeus a company people enjoy being part
of, and this enables us to deliver world-class performance
PEPSI COLA INTERNATIONAL SRATEGY
Focus on Business growth
Target core brands
Satisfy Market Priorities
Pepsi's Global Strategy
When the "You're in the Pepsi
Generation"
advertising campaign launched in 1963, it may have been the
first time a
brand was marketed primarily with an association to its
consumers'
aspirational attitudes. A decidedly youth-oriented strategy, the
campaign
hoped to hook young Baby Boomers while they were still young.
In 1984
Pepsi launched another long-running campaign, "The Choice of a
New
Generation," and in 1997 they debuted the "Generatio Next"
concept.
The newest campaign slogan, introduced this year, is "More
Happy,"
which definitely coincides with one concrete example of "more" in
the
packaging of Pepsi products today—more designs. Many more. At
least 35
distinct design ideas will grace the packaging of Pepsi's cans and
bottles this year alone, and this design strategy may continue
indefinitely.
Though not "generational" in word, the campaign certainly has a
youth oriented feel with package designs, advertising, and
websites that are fun
and playful. PepsiCo worked closely with Peter Arnell and Arnell
Group, based in New York City, to devise a comprehensive new
strategy that would connect with Pepsi's core consumers. Arnell
reinvented the Pepsi package as a meaningful and appealing
communications tool for the latest generation of youth that are
not overwhelmed by media, music, or digital distractions.
Experiential packaging
Arnell Group (a wholly-owned subsidiary of Omnicom Group) is a
design
and brand creation firm specializing in experiential design and
product
innovation, preferring to take complete branding and packaging
projects from first concept to complete market solutions. Peter
Arnell, currently chairman and chief creative officer of Arnell
Group, formed the Arnell Group Innovation Lab in 1999 to place
invention and innovation at the forefront in a collaborative
laboratory for corporations interested in designing for next
generation products and experiences. Arnell applied many of his
philosophies in the Pepsi project.
Peter has taken a classic and turned it into a modern, innovative,
and Brelevant marketing and communications tool," said Ron
Coughlin, chief
marketing officer, beverages, PepsiCo International. The new
global look
launched in February with eight new package designs across cans
and
bottles, and the campaign is unfolding in a similar manner
overseas. The can designs roll out one at a time approximately
three weeks apart to enhance the anticipation of discovery and to
pique the interest of collectors.
Product innovation today must be driven by deep consumer
meaning
and connectivity," says Arnell . "It is less about unmet needs and
more about giving people what they haven't asked for but are
dying to have. Using design to turn packaging into personal
consumer-powered media helps create the ultimate supportive
and inspiring relationship between Pepsi and its youth audience."
Thinking globally The Pepsi can designs roll out one at a time, but the two-liter
Pepsi
bottles will have three or four designs out at any given time. Mike
Doyle, creative director at Arnell Group, explains that there was a
great depth of exploration and research that was conducted
before even beginning to formulate a new Pepsi packaging
strategy. PepsiCo and Arnell Group traveled extensively to
emerging markets to find key consumer product drivers for youth
cultures and to learn how the Pepsi brand was perceived in
different countries.
They found, somewhat surprisingly, that there were very few
differences around the world in how consumers felt about Pepsi's
fun, effervescent brand image. "The brand equity is really
consistent," says James Miller, marketing director, Pepsi-Cola
North America. They also found many consistencies in youth
cultures around the world in how today's youth is preoccupied
with newness, discovery, and personalization of their possessions.
Miller describes the design campaign's goal as "sustainable
discovery," where the consumer audience is constantly intrigued
and engaged.
Designers at Arnell Group created the dozens of new and vibrant
designs with only a handful of blue and gray shades. Each design
tells a story of sorts and each can design has a unique website
address on the side of the can. The first one on the "Your Pepsi"
can allows web users to design a digital billboard that will appear
in Times Square, and one coming shortly will allow users to mix
their own music online.
"We redefined packaging as media in the marketplace for Pepsi,"
says Doyle. "It speaks to youth in their language." Doyle believes
that the designs succeed because they are able to capture the
audience's mind space. "The designs are reflecting back to the
culture instead of talking to the culture or imposing on it."
Reassuringly Pepsi
Pepsi actually asked their loyal consumers what brand elements
would have to remain so that they would be intuitively reassured
that their favorite
drinks were not changing and the brand they trusted was still
essentially the same. Their answer was direct and consistent.
Pepsi-lovers needed to see three elements for sure—the Pepsi
"globe," the iconic Pepsi blue, and the familiar tilted Pepsi capital
letters.
Arnell Group updated the primary logo substantially and cleverly
without really redesigning its key elements. The most recent logo
design had the Pepsi word mark on top of and slightly overlapping
the iconic Pepsi red white- and-blue "globe." On the previous can
design, the word mark wrapped halfway around the can, and the
globe was off-center. The new cans and bottles have un-bundled
the word and globe, making the newly centered globe more of the
hero, and the smaller Pepsi wordmark less prominent.
Television ad campaigns are reinforcing the globe-centric
approach by featuring a boulder-sized Pepsi globe in various
settings careening to and fro like a pinball. In the ads and on the
front of most of the new packages is the reassuring tag line:
"Same Pepsi inside, new look outside." Miller explains that it is
customary and important to reassure consumers for at least six
months in situations like this.
Miller also sees today's youth as demanding authenticity from the
products they come into contact with in their day-to-day
experiences. The new Pepsi design strategy is versatile because it
can be authentic and stay current, and it could also make
introducing special seasonal or regional designs more intriguing
and less disruptive. "This is a new way of using packaging as
media," explains Miller. "The consumer is looking for more variety
and expecting more from their brands. They want to have a
dialogue with their favorite brands."
SHARE HOLDERS
Pepsi-co .Inc. (Symbol: Pep) shares are traded principally the New
York
Stock Exchange in the United Stated. The company is also listed
on the
Amsterdam, Midwest, Swiss and Tokyo stock exchange. Pepsi Co
has
consistently paid cash dividends since the corporation was
founded.
CORPORATE CITIZENSHIP
Pepsi Co. believes that as a corporate citizen, it has a
responsibility to contribute to the quality of life in its
communities. This philosophy is put into
action through support of social agencies, projects and programs.
The scope of this support is extensive-ranging from sponsorship
of local programs and support of employee volunteer activities, to
contributions of time, talent, and funds to programs of national
impact. Each division is responsible for its own growth program.
GROWTH GOALS
Set a winner's growth goals. If you act like no. 2, you will always
be no.2
Employment
Hiring people who love to work and thrive on risk.
Target Core Brands
Put emphasis on the firmly established products and try to
increase their
market share.
Market Priorities
Establish market priorities and work towards achieving the
maximum good
for the priorities.
PEPSI GLOBAL LOGO
While taking to consumers some years back, Pepsi carried one
exercise
consumers, "Take a piece of paper and draw what Pepsi means to
you".
Interestingly, a lot of consumers especially kids drew the Pepsi's
globe.
What is the globe? Well, its red, white and blue which says a lot of
things.
Secondly, It has an incredible balance, modem kids says it has
some incredible yin and yang.
Thirdly, it has a quality of complete harmony .Lastly, it speaks
about openness and eternal youth fulness.
The biggest thing about the globe is that it is 3 dimensional logo,
which no other brand has.
In the Pepsi logo, blue colour has been underlined and used as a
background colour. Blue colour. Blue colour is associated with
cold and refreshment. Blue Jeans are a favorite piece of clothing
for the youth's worldwide. Thus the colour hits the 2 dimensions:
It supports the product quality-Refreshment
It reinforces consumer's affection for their favorite things.
Our Mission, Values and Guiding Principles
VISION
As we stand at the crossroads of the new millennium, it's time to
eradicate
Our focus and energy single-mindedly to our Vision... The Vision
to be the Best. And what is that vision?
"To be the best consumer products company in the eyes of our
suppliers,
"To become truly global company, by continuing to build a
competitive and
profitable word wide refreshment beverage business."
The Pepsi challenge of the Millennium will be the test of the Best
The best in connecting with the customer ad the consumer, the
best in marketing, the best in selling, the best in quality, the best
in processes and
the best in people and teamwork.
Mission
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 growthand 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. The behaviors that will
help us achieve our mission are articulated in our Values
Statement.
Values
PepsiCo Values & Philosophy
Our Values & Philosophy are a reflection of the socially and
environmentally responsible company We are committed to
delivering sustained growth through empowered people acting
responsibly and building trust.
What It Means
Sustained Growth is fundamental to motivating and measuring
our success. Our quest for sustained growth stimulates
innovation, places a value on results, and helps us understand
whether today's actions will contribute to our future. It is about
the growth of people and company performance. It prioritizes
both making a difference and getting things done .
Empowered People means we have the freedom to act and think
in ways that we feel will get the job done, while adhering to
processes that ensure proper governance and being mindful of
company needs beyond our own.
Responsibility and Trust form the foundation for healthy growth.
We hold ourselves both personally and corporately accountable
for everything we do. We must earn the confidence others place
in us as individuals and as a company. By acting as good
stewards of the resources entrusted to us, we strengthen that
trust by walking the talk and following through on our
commitment to succeeding together.
27
Guiding Principles of Pepsi Co:
This means ways in which they carry out their commitment. They must always
strive to:
Care for customers, consumers and the world they live in. They are driven by an
intense, competitive spirit in the marketplace, but they direct their spirit towards
solutions that achieve a win for each of their constituents as well as a win for the
corporation. Their success depends on a thorough understanding of their
customers, consumers and communities. Caring means going the extra mile.
Essentially, a spirit of growing rather than taking.
Sell only products we can be proud of:
The test of their standards is that they must be able to personally endorse their
products without reservation and consume them themselves. This principle extends
to every part of the business, from the purchasing of ingredients to the point where
their products reach the consumer’s hand.
Speak with truth and candor:
They speak up telling the whole picture, not just what is convenient to achieving
individual goals. In addition to being clear, honest and accurate, they take
responsibility to ensure their communications are understood.
Balance Short Term and Long Term:
They make decisions that hold both short-term and long-term risks and benefits in
balance over time. Without this balance, they cannot achieve the goal of
sustainable growth.
Win with diversity and inclusion:
They leverage a work environment that embraces people with diverse
backgrounds, traits and different ways of thinking. This leads to innovation, the
ability to identify new market opportunities, all of which helps develop new
products and drives our ability to sustain their commitments to growth through
empowered people.
Respect others and succeed together:
This company is built on individual excellence and personal accountability, but no
one can achieve their goals by acting alone. They need great people who also have
the capability of working together, whether in structured teams or informal
collaboration. Mutual success is absolutely dependent on treating everyone who
touches the business with respect, inside and outside the company. A spirit of fun,
our respect for others and the value we put on teamwork make us a company where
people enjoy being a part of, and this enables us to deliver world-class
performance.
PEPSI CO MANAGEMENT HEIRARCHY:
Vertically moving from Top to Bottom the management hierarchy follows as
under:
MUM (Multi Unit Manager)
HOS (Head Of Sales)
TDM (Territory Development Manager)
ADC (Area Development Coordinator)
ME (Marketing Executive)
CE (Customer Executive)
PSR (Pre Sales Representative)
Salesman
The above mentioned hierarchy is maintained in India and all over the world. This
is the way in which the product is reached to the customer.
PRODUCT PROFILE
Pepsi Co has a wide range in products in the VFMCG sector. In the beverages
sector Pepsi Co is a leader in the market in India, delivering products that are of
extreme demand in the market.
During the summer time, which is considered as the season time the sales of Pepsi
Co is humongous. Since the beverages are basically soft Drinks, the sales is
maximum during this time.
Among the Soft Drinks the various Flavors that are provided the company are:
PEPSI - Youngistan Ka WOW
Brand History
Pepsi is a hundred year old brand loved by over 200 million people worldwide.
The largest single selling soft drink brand in India is the ubiquitous' socialiser at
every occasion.
Youngistaan loves it. 200 million people worldwide love it. But what has
made Pepsi the single largest selling soft drink brand in India is actually a
formula concocted a century ago in a far away continent
.
1886, United States of America. Caleb Bradman, the man with a plan, got on
to formulate a blockbuster digestive drink and decided to call it Brad’s drink.
It was this doctor’s potion that was to become Pepsi Cola in 1898, and
eventually, Pepsi in 1903.
Pepsi has always played on the front foot and since its inception has come out
with revolutionary concepts like Diet, 2L bottles, recyclable plastic cola
bottles and the enviable My Can.
Brand Advantage
Pepsi has become a friend to the youth and has led many youth cultures.
Youngsters over the generations have grown up with Pepsi and share an
emotional connect with it, unlike any other cola brand. Be it parties,
hangouts, or just another day at home, a day is never complete without the
fizz of Pepsi!
Pepsi, Cricket and Bollywood have been joined at the hip since the
beginning. Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh
Bachchan, Kareena Kapoor, Priyanka Chopra, Virender Sehwag, M. S.
Dhoni, John Abraham, Ranbir Kapoor and Deepika Padukone are a
few celebrities who will go any length for a chilled Pepsi
The Pepsi My Can is undoubtedly the most popular cola pack of all times. It
is not just a pack but a style statement for today’s youth.
Mountain dew- ‘Darr ka aga jeet ha”
Brand History
Mountain Dew, currently stylized predominantly as Mtn Dew, is a soft drink
distributed by PepsiCo, but remains its own brand. The formula was made and first
marketed in Marion, VA, Knoxville and Johnson City, Tennessee, USA through
the 1940s, then in Fayetteville, North Carolina by Barney and Ally Hartman. By
1964, it was being distributed across United States. The formula still used today
was created by Bill (William) Jones.
As of 2007, Mountain Dew was the 4th best selling carbonated soft drink in the
United States, behind Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Mountain
Dew's Diet version ranked 9th in sales.
On October 15, 2008, Mountain Dew's official logo was redesigned to "Mtn Dew",
as a result of a PepsiCo rebranding of its core products. However, Other flavors of
Mountain Dew, specifically "Code Red", "Voltage", "Live Wire" , Caffeine Free
Mountain Dew and Caffeine Free Diet Mountain Dew still use the old design.
Mountain Dew was originally released in the UK in 1996, then removed in 1998.
Currently in the UK, a new drink called 'Mountain Dew Energy' has been
introduced into the energy drink market.
Mountain Dew is also sold by JoudCo in Syria.
Nutrition facts
Serving size 8 fl oz (240 mL)
Servings per container 1
Amount per serving
Calories 110 Calories from fat 0
% Daily value*
Total fat 0 g 0%
Saturated fat 0 g 0%
Trans fat 0 g
Cholesterol 0 mg 0%
Sodium 40 mg 2%
Potassium 0 mg 0%
Total carbohydrate 31 g 10%
Dietary fiber 0 g 0%
Sugars 31 g
Protein 0 g
Vitamin A 0% Vitamin C 0%
Calcium 0% Iron 0%
*Percent daily values are based on a
2,000-calorie diet. Your daily values may
be higher or lower depending on your
calorie needs.
This sign dates from the 1950s. This logo was used as the basis for Mountain Dew"
Throwback in 2010.
This logo was used in the 1970s, 1980s, and early 1990s. Used in 2009 for
Mountain Dew Throwback.
The logo used from 1999 to 2001. Note that the font used in the succeeding logos
looks almost exactly like this one.
The final logo (2001–2008) that completely spells out Mountain Dew before it
would be dropped by the end of 2008, but the flavors "Code Red", "Voltage", &
"LiveWire" continue to use this design as of May 2010. Still used in Canada and
Europe.
Mountain Dew lists its ingredients as:[
Sugar (replaced by High fructose corn syrup (HFCS) in much of the United
States)
Concentrated orange juice
Citric acid
Natural flavors
Sodium benzoate (preserves freshness)
Caffeine (54 mg per 12 US fluid ounces (350 ml))]
Sodium citrate
Erythorbic acid (preserves freshness)
Gum arabic
Calcium disodium EDTA (label claims "to protect flavor" however its
purpose more accurately stated is to prevent benzene formation by
chelating the metal ions present in water that can act as catalysts in the
reaction between sodium benzoate and erythorbic acid)[
Brominated vegetable oil
Thiamin hydrochloride
Diet Mountain Dew: Sugar/HFCS is replaced with:[
Concentrated orange juice
Citrus pectin
Potassium benzoate (preserves freshness)
Aspartame
Potassium citrate
Acesulfame potassium
Sucralose
Mountain Dew Throwback:
Carbonated water
Sugar
Citric acid
Natural and artificial flavor
Sodium benzoate (preserves freshness)
Caffeine (55 mg per 12 US fluid ounces (350 ml))
Gum arabic
Brominated vegetable oil
Mountain Dew Throwback (re-release for Winter 09, has the old "Hillbilly" can
design)
Carbonated water
Sugar
Orange juice concentrate
Citric acid
natural flavors
Sodium benzoate (preserves freshness)
Caffeine (54 mg per 12 US fluid ounces (350 ml))
Sodium citrate
Gum arabic
Erythorbic Acid
Calcium disodium EDTA
Brominated vegetable oil
Yellow 5
Mountain water
Mountain Dew Energy (UK)
Carbonated water
Sugar
Citric acid
Antioxidant (Ascorbic Acid)
Caffeine (18 mg per 100ml)
Flavourings
Preservative (Potassium Sorbate)
Stabilizer (Gum Arabic)
Colour (Beta Carotene)
Promotions
AMP Energy
AMP is an energy drink distributed by PepsiCo under the Mountain Dew brand.
Launched in 2001 AMP was originally known as "Mountain Dew AMP". From
2007–2008, several additional flavors of AMP were introduced.
[DEWmocracy
DEW mocracy featured actor Forest Whitaker and fashion designer Leslie
Vinyard asking people to decide the next new flavor of Mountain Dew. Online
voters would select from three choices: Supernova, a strawberry-melon flavor,
Revolution, a berry flavor, and Voltage, a raspberry-citrus flavor. Each included
ginseng. On August 17, Voltage was announced as the winning flavor. It was
released on December 29, 2008
Mountain Dew announced another DEW mocracy campaign for 2010. Before it
started, "DEW Labs" trucks went around in July 2009 with seven flavors. Fifty
boxes with the seven flavors were also sent out. Out of all seven flavors, taste
testers were to choose the three for DEW mocracy. The three new candidate
flavors are Mountain Dew Typhoon (red-orange), which was a tropical strawberry-
pineapple flavor, Mountain Dew White Out (white), which is a smooth citrus
flavor, and Mountain Dew Distortion (green), which was a lime flavor. The three
new candidate flavors were released on April 19, 2010 and voting continued until
June 14 on. The next day, White Out was announced as the winner. White Out will
be officially released in October 2010 & will be available as a Slurpee in 2011.
Doritos Quest
In 2008, Doritos debuted a mystery flavor known as "Quest." Featuring a campaign
of online puzzles and prizes to identify the Quest flavor. The flavor was later
identified as Mountain Dew
[Flavors and varieties
Current
MTN Dew (1964 – Present) – PepsiCo’s original and signature flavor in the
Mountain Dew family.
Caffeine-Free Mountain Dew (1976 – Present) – Non-caffeinated Mountain
Dew. Available in various parts of the United States. In Canada and
Australia, it is sold as regular Mountain Dew as neither country sell the
original Mountain Dew.
Diet MTN Dew (1984 – Present) – No-calorie Mountain Dew. Diet was
formerly known as “Sugar-Free Mountain Dew” until 1986. In 2006 Diet
Mountain Dew was reformulated with a new “Tuned Up Taste,” it is now
sweetened with a blend of sucralose, aspartame, and acesulfame
potassium. The previous formulation only used aspartame. Diet Mountain
Dew is currently Pepsi co's fastest growing carbonated soft drink.
Caffeine-Free Diet Mountain Dew (1984 – Present) – No-calorie, non-
caffeinated Mountain Dew. Available in limited locations in the United
States. In Canada it is simply labeled as “Diet Mountain Dew.”[
Diet Mountain Dew Fountain (1989 – Present) – A variation of Diet
Mountain Dew that uses treated water instead of carbonated water in its
formula Available as a fountain beverage at limited locations.
Mountain Dew Code Red (2001 – Present) – Cherry Mountain Dew. Code
Red is not the same as the original Mountain Dew Red. New Zealand
release replaces cherry with a generic berry flavor.
Diet Mountain Dew Code Red (2002 – Present) – A No-calorie No-sugar
cherry Mountain Dew. Available in limited areas only.
Mountain Dew Live Wire (2003 – Present) – An orange flavored Mountain
Dew. Live Wire was initially introduced in 2003 as a limited edition flavor
for the summer. In 2005, after seeing two years of limited summer releases,
Live Wire became a permanent addition to the Mountain Dew family.
However, availability is limited in some regions, and in many areas is
unavailable.
Mountain Dew Baja Blast (2004 – Present) – A tropical lime-pineapple
flavored Mountain Dew. Available exclusively as a fountain drink at Taco
Bell restaurants, although some found that the Mountain Dew Game Fuel
Alliance Blue (see below) limited edition flavor was similar to Baja Blast and
was sold in stores.
Mountain Dew MDX (2005 – present) – A Mountain Dew flavored energy
soda. It was named “Mountain Dew X” during its national test marketing
phase. Despite it being technically discontinued, it's still available in some
markets.
Mountain Dew Voltage (2008 – Present) – A blue colored raspberry-citrus
and ginseng flavored Dew. This flavor was one of the three “candidate
flavor” finalists for DEWmocracy's first “People’s Dew” national vote. It was
released in stores on May 19, 2008 as a limited edition flavor so that people
could taste test which flavor they like best before voting. It was announced
on August 17, 2008 that Voltage was the final winner; therefore, it became
a permanent addition. It was released on December 29, 2008. MTN Dew
Blue Shock Freeze (2008–Present) - A blueberry slurpee flavor
MTN Dew Thin Ice Freeze (2009–Present) - A blueberry flavored slurpee
MTN Dew Cherry Fusion (2009–Present) - A cherry flavored fountain drink.
It has a stronger cherry flavor than Code Red. Most stores usually just add
additional cherry syrup to the standard Code Red mix.
The first DEW mocracy trio, Voltage being the winner.
Mountain Dew Energy (2010) - UK exclusive. It mostly tastes the same as
its American counterpart, but has higher contents of caffeine and real
sugar. Not the same as Dew Fuel.
MTN Dew White Out (2010) – A white-colored citrus flavored Dew. This
flavor was part of the second Mountain Dew "DEWmocracy: Collective
Intelligence" promotion. It was released in stores on April 19, 2010 as a
limited edition flavor so that people could taste test which flavor they like
best before voting. It was announced on June 16, 2010 that White Out was
the final winner; therefore, it will become a permanent addition. It will be
officially released in October 2010. In 2011 it will also be available in
slurpee form. The taste and color are said to be similar to squirt.
Mountain Dew Throwback (2009-August 2010) – Mountain Dew made with
natural sugar (instead of HFCS) Packaging originally used a retro 70s/80s
logo for the label and when it re launched it used a white, red and green
color scheme featuring the iconic cartoon Willy the Hillbilly. The 2009
version's formula had real sugar and no orange juice, whereas the 2010
version's formula has orange juice in it. Throwback will be coming back to
stores for a limited time on July 31, 2010.
Discontinued
Mountain Dew Red (1988) – Fruit Mountain Dew. Red was the first
Mountain Dew flavor variation.
Diet Mountain Dew Red (1988) – No-calorie fruit Mountain Dew.
Mountain Dew Sport (1990–1991) – Only test marketed in several states,
as a Mountain Dew flavored sports drink.
Diet Mountain Dew Sport (1990–1991) – Only test marketed in several
states, as a no-calorie Mountain Dew flavored sports drink.
Mountain Dew Blue Shock (2001) – Berry-citrus flavored
Mountain .DewBlue Shock failed to sell in the test market, Chicago, and was
later released nationwide only in Slurpee form exclusively at 7-Eleven
stores, but now is available at select Marcus Theatres in Ice form. Brought
back briefly for a limited time in March 2007 and in July 2008.
Dew Fuel (2002–2007) – A caffeinated version of Mountain Dew offered in
Canada. Marketed as a natural health product and not as a soft drink due to
Health Canada regulations that only allow caffeine in 'dark-colored'
varieties of soft drinks such as cola and root beer. Originally called
“Mountain Dew Energy” until given its present name in 2006. In early 2007,
Pepsi-QTG Canada cited that Dew Fuel is out of production.
Dew Fuel Sugar-Free (2002–2007) – No-calorie Dew Fuel. The caffeinated
version of Diet Mountain Dew offered in Canada. Was originally called
“Mountain Dew Energy Sugar-Free” until 2006.
The second DEWmocracy trio, White Out being the winner.
Mountain Dew Pitch Black (2004) - Grape flavored Mountain Dew released
for the 2004 Halloween season.
Darth Dew (2005) – Tangy grape Mountain Dew Slurpee flavor. It was
available exclusively at 7-Eleven stores as part of a promotion for the
theatrical release of Star Wars Episode III.
Mountain Dew Pitch Black II (2005) – Sour grape Mountain Dew. Limited
edition flavor for Halloween. “Sequel” to the original Pitch Black.
Mountain Dew Pitch Black Freeze (2006) – A rerelease of Pitch Black in
slurpee form for the Halloween season. This was the last form of Pitch Black
released.
Mountain Dew Arctic Burst (2006) – A Mountain Dew Slurpee flavor
available exclusively at 7-Eleven stores as part of a promotion for the
theatrical release of Superman Returns. The Slurpee is blue in color and said
to taste like blueberry. While the official name is “Arctic Burst”, as seen on
the actual Slurpee machine, it has also been seen mislabeled under the
name “Arctic Blast” in some official online advertisements.
Kryptonite Ice (2006) – A Mountain Dew Slurpee flavor available exclusively
at 7-Eleven stores as part of a promotion for the theatrical release of
Superman Returns. The Slurpee is green in color and the flavor seems to be
tropical, like mango.
Sugar-Free Mountain Dew MDX (2005–2006) – No-calorie Mountain Dew
flavored energy soda.
Mountain Dew Clash (2007) – A blueberry flavored Mountain Dew that was
test marketed in select places in February 2007.
Mountain Dew Game Fuel (2007) – A limited edition citrus cherry
Mountain Dew flavor released in August 2007 to promote the release of
Halo 3, an Xbox 360 game. The taste of Game Fuel has been compared to
the energy drink Amp Overdrive, a drink sold under the Mountain Dew
brand name. This drink was made available again in 2009, and was sold
under the name "Mountain Dew Game Fuel Horde Red", marketing the
game World of War craft instead of Halo.
Dew Iced (2007–2008) – A Mountain Dew flavored smoothie that used to
be available exclusively at Cold Stone Creamery stores.
Mountain Dew Supernova (2008) – A purple colored strawberry, melon
and ginseng flavored Dew. One of the three “candidate flavor” finalists for
DEW mocracy's “People’s Dew” national vote, it lost to Mountain Dew
Voltage. It came in 3rd place.
Mountain Dew Revolution (2008) – A sky blue-colored, wild berry fruit and
ginseng flavored Dew. One of the three “candidate flavor” finalists for
DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew
Voltage. It came in 2nd place.
Game Fuel – WoW
MTN Dew Game Fuel Horde Red (2009) – Limited edition of the original
cherry-citrus flavor to be released as a promotion with World of Warcraft.
MTN Dew Game Fuel Alliance Blue (2009) – Limited edition Wild Berry
flavored released as a promotion with World of War craft.
Diet MTN Dew Ultraviolet (2009) – a purple-colored, mixed berry-flavored
version of Diet Mountain Dew available for three months in 2009; branded
as zero calorie Dew. It was released on August 3 at a first taste party in
Brooklyn, New York.
MTN Dew Distortion (2010) – A neon green-colored, lime flavored Dew.
Part of the second Mountain Dew "DEWmocracy: Collective Intelligence"
promotion. It lost to MTN Dew White Out, and came in 3rd Place.
MTN Dew Typhoon (2010) – A red orange-colored, tropical strawberry-
pineapple flavored Dew. Part of the second Mountain Dew "DEWmocracy:
Collective Intelligence" promotion. It lost to MTN Dew White Out, and
came in 2nd Place.
Non-Pepsi bottlers in U.S.
There are only three non-Pepsi franchises in the United States that make Mountain
Dew. When Mountain Dew was acquired by Pepsi, there were 56 franchise
agreements, 16 of which were not held by a Pepsi bottler.
West Jefferson Dr Pepper (WJDP) of West Jefferson, N.C. is the only bottler
in the U.S. to produce Mountain Dew with cane sugar (instead of High
Fructose Corn Syrup, or HFCS).
RC Cola Bottling of Winchester, Winchester, Va. markets caffeine-free
Mountain Dew and caffeine-free Diet Mountain Dew, and the products are
sold in the northern Shenandoah Valley of Virginia and in nearby West
Virginia.
Dr Pepper of Staunton, Staunton, Va. does not make Mountain Dew, but
instead buys it from regional Pepsi bottling plants. Their territory extends
from south of the RC Winchester territory to south of Staunton.
]Release in the UK
Mountain Dew was released to the UK market in the 1990s, however due to lack of
demand for the product, it was soon discontinued.
In April 2010, PepsiCo. announced through social networking sites that they were
launching "Mountain Dew Energy" into the UK energy drinks market and that it
would be first hitting retail stores on May 3, 2010 as a result of many online
petitions and emails PepsiCo. were receiving to bring the product back to the UK
In May 2010, Mountain Dew Energy was released in a number of locations.
A 500ml bottle of UK Mountain Dew Energy, distributed by Britvic Soft Drinks Ltd.
The UK product uses beta carotene rather than tartar zine for the color of the drink,
it also has a higher caffeine content of 18 mg/100ml rather than the 15.5 mg/100ml
used in the American product. There is a restriction on soft drinks in the UK
contaning Brominated Vegetable Oil(BVO) where the American market has no
such restrictions. Orange juice from concentrate is absent from Mountain Dew
Energy, unlike its US counterpart.
Urban legends
Two unfounded urban legends about Mountain Dew exist. One is that it causes
shrunken testicles and/or penis size. The other is that it lowers sperm count. Both
myths are typically attributed to the dye Yellow #5 ( tartar zine ).
Yellow #5 has never been scientifically linked to any of the alleged effects in the
legends, nor has any other component of the drink. Thus, there is no evidence that
Mountain Dew is any more hazardous (or beneficial) to health than other
caffeinated, sugar-sweetened soft drinks, provided one is not allergic to Yellow #5.
Brand Advantage
It is a soft drink that exhilarated like no other because of its daring, high-
energy, active, extreme citrus taste. Challenge, a can do attitude, adventure
and exhilaration is deeply entrenched in its brand DNA and the brand has
always celebrated the bold and adventurous spirit of the youth. This
exhilaration and excitement of Mountain Dew has always been reflected in
the high-adrenaline advertising of the brand that connected it to outdoor
adventure.
Did You Know?
"Darr Ke Aage Jeet Hai"
In 2007, the brand was re-launched with a completely new, punchier
formulation with communication that aimed at forging a strong emotional
connect with our audience. Thus came about the "Darr Ke Aage Jeet Hai"
campaign, which acknowledged that fear was a very real and relevant aspect
of the adventurous world and Mountain Dew, as a brand wanted to encourage
all youth in their moment of fear, to believe in themselves and just go for it
because beyond fear, lies victory.
MOUNTAIN DEW DONS NEW LOOK WITH GRIP PACK
PepsiCo India has once again demonstrated its edge in packaging innovation by
launching the first ever Mountain Dew Grip pack globally. The unique packaging
innovation that will glorify the experience of drinking Mountain Dew in a whole
new will be available in 600 ml PET at an attractive price of Rs 22.
Launching the new packaging innovation, Ms Alpana Titus, Executive Vice-
President – Flavours, PepsiCo India, said “We have always been at the forefront
of innovation – be it product or packaging. Mountain Dew Grip Pack is a perfect
on-the-go beverage option for consumers. The unique international styling of the
pack is globally patented and PepsiCo is launching this first time globally. We
have tried to build the masculine personality of Mountain Dew through the grip in
the pac
NIMBOOZ - Ekdum Asli Indian
Brand History
Nimbooz was launched in India this year on the 28th of February 2009. Latest
addition to portfolio of Pepsi Beverages.
Brand Advantage
The brand delivers very strongly on certain expectations. These are
Locally Relevant Taste
Nimbooz is a great tasting product which has capitalized on the existing
familiarity & behavior of high frequency consumption of unpackaged / Home
made nimbu pani. It has been true to its Asli Indian Identity by owning and
appropriating nimbu pani Codes such as the Matka (Earthen Pot) and
Squeezer.
Convenience and Great Value
The product is available in 3 convenient formats, 350ml PET, 200ml RGB
and 200ml Tetra at magic price points of Rs.15, Rs. 10 and Rs. 10
respectively.
Accessibility
Nimbooz is India’s first nationally available packaged Nimbu Pani.
Hygienic
It is just like home made nimbu pani, so that one can enjoy that natural and
delicious lemony refreshment anywhere you go.
Brand History
Slice was launched in India in 1993 as a refreshing mango drink and quickly
went on to become a leading player in the category.
In 2008, Slice was relaunched with a 'winning' product formulation which
made the consumers fall in love with its taste. With refreshed pack graphics
and clutter breaking advertising, Slice has driven strong appeal within the
category.
Brand Advantage
With the launch of “Aamsutra” campaign in 2008 along with a winning taste
& most appealing pack graphics, Slice created disruptive excitement in the
category and celebrated mango indulgence like no other.
While other players have portrayed mango as a simple and innocent fruit,
Slice celebrates the indulgence and sensuality of consuming a Mango. The
creative idea “Aamsutra” communicates the art of experiencing pure mango
pleasure through the taste of Slice.
As a first ever by any brand in the Juice and Juice Drinks Category,
Bollywood’s reigning Diva, Katrina Kaif was signed on as the Brand
Ambassador on Slice.
Slice took INDULGENCE to a new level in 2009 with the launch of the
‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win
luxuriant all-expense-paid holidays to their dream European destinations like
Paris, Vienna, Greece and Venice.
MIRINDA- Orange Dikha To Mooh Bola Mirinda
Brand History
Mirinda is an international soft drink brand from Spain that was launched in
India in 1991.
Now when we think Mirinda, we think orange. But this soft drink brand has
many other fruit flavours; Mirinda Lemon was launched in 1998 & other
flavors like Apple & Batberry that were launched as in & outs.
Mirinda has always been about a great orange taste, which is now
synonymous with the brand. These were communicated through our great
campaigns; the memorable Mirinda Men to Taste Aisa Chaye Character Fisla
Jaye.
Brand Advantage
In 2008, the brand decided to up the ante on the brand from a being led by
physical attribute-taste, to deliver a brand philosophy that resonates with the
audience. Now, Mirinda's bold and vibrant colour, great orangey taste and
sparkling bubbles encourages one to be more carefree, spontaneous and
playful.
With an endeavour to give our consumers a great tasting product to delight
them continuously, we have reformulated & improved its taste - first in 1996,
then in 2002. And what’s more, Mirinda is now made without any artificial
flavour in it!!!!
TROPICANA
Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now
enjoyed almost everywhere in the world. Carefully nurtured for over 50
years, it has matured into one of the most respected beverage brands. Today it
is the World's no. 1 juice brand and is available in 63 countries. Since 1998, it
has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-
launched as Tropicana 100% in year 2008
Brand Advantage
It continues to select the best in fruit to craft high-quality juices, create
original products, pioneer innovative processes and explore new markets for
its products. It is devoted towards a healthful lifestyle by ensuring that the
products are naturally nutritious and provide the daily benefits that one needs.
Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as
Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).
AQUAFINA - The Purest part of you
Brand History
Aquafina was first launched in USA in the year 1994 and with its unique
purification system and great taste, Aquafina soon became the best selling
brand in the country.
In India, Aquafina’s journey began with the Bombay launch in 1999 and it
was rolled out nationally by the year 2000. On the strength of its brand appeal
and distribution, Aquafina has become one of India's leading brands of
bottled water in a relatively short span.
Brand Advantage
Aquafina goes through a 5 step state-of-the-art purification process to give
consumers pure water and perfect taste every time.
Aquafina has been built through refreshing and edgy advertising. The ‘What a
Body’ campaign has enabled the brand to drive modern, premium, and
youthful brand imagery in an otherwise undifferentiated category.
Bottled across India in 19 plants, Aquafina ensures its availability across
more than half a million outlets. To cater to varied consumer needs and
occasions, it is available in various pack sizes like 300ml, 500ml, 1 ltr, 2 ltr
bottles and in bulk water jars of 25lts.
Aquafina is the face of PepsiCo’s water conservation initiatives and builds
awareness on Pepsico’s efforts to replenish and restore the water table through its
pack-labels.
All these flavors are provided at different sizes which gives the company greater
chances to tap the market. There are certain outlets which prefer certain quantity of
flavors, for this reason the quantities vary.
All these beverages are classified as under:
PET (Poly Ethyne Titrate)
RGB (Returnable Glass Bottle)
CSD (Carbonated Soft Drink)
BSD (Bottled Soft Drink)
LRB (Light Refreshing Beverages)
CURRENT HAPPNINGS IN THE COMPANY
The Indian arm of PepsiCo has become the first of its global units to put more
water back into the environment than it consumes. The beverage giant has
achieved ‘positive water balance’ by recharging 6 billion litres and using 5.17
billion litres during 2009 with a net saving of 836 million litres. PepsiCo, which
has 45 beverage bottling and snacks plants in India, said the figures were verified
by audit firm Deloitte Touche Tohmatsu India.
“As the first business in our system and probably the entire beverage world to
conserve and replenish more water than it consumes, PepsiCo India is a huge
inspiration for all of us. I am proud of this accomplishment,” PepsiCo Chairman &
CEO Indra Nooyi told ET. The India model will be replicated in PepsiCo’s other
markets which face water scarcity, such as China.
Pepsi WOWs youngsters with its new thematic campaign
'Youngistaan ka WOW'
In 2008, Pepsi introduced the concept of
Youngistaan. Within 2 years, Youngistaan has
become a term that encapsulates today’s youth and
is used all across to identify them.
The 2010 campaign of Pepsi celebrates the spirit of Youngistaan - the audacious
self belief that the youth of today live their lives by. The confidence with which
today's smart, young, spontaneous youngsters overcome obstacles or conventions
that come in their way, and achieve what they want!
The new baseline -Youngistaan ka WOW really underlines the fact that today's
Youngistaanis refresh and surprise the world with their new thoughts and smart
acts, acts that just make the world around them go 'WOW'!
And while the youth of today create WOW with their mental s marts and
confidence, Pepsi - the cola, creates WOW with its refreshment!
Speaking of the experience and his take on
the new line, Ranbir said, “Pepsi refreshes
the Youth and the youth Wow the world. The
two go together. For me Youngistaan ka
Wow reflects what we see around us, the youth
making things happen, achieving things their
own way and on their own terms like “Sid” in
the movie Wake up Sid."
biggest global ad spenders. It has long a list of endorsers from
pop star
Ricky martin to file stars Shahrukh Khan, Amitabh Bacchan etc. &
Cricket
stars Sachin Tendulkar, V.V.S Laxman, Harbhajan Singh etc.
Hindustan
Thompsom Associates, the big gets advertising agency of India
has the
account of Pepsi Co. is known for its board cast advertising but it
also spends lot in non board cast advertising i.e. hoarding,
banners, posters stickers, specialties, hangar ,dealer board, glow
signboards, wall painting and news paper. The expenses on these
type of advertising are made at territory or level. LUCKNOW
territory has assigned two local advertising agencies D.
Associates and Krishna for its territorial advertising.
RESEARCH METHODOLOGY
INTRODUCTION
Business research can be defined as a systematic and objective
process of gathering, recording and analyzing data that provides
information to guide business decisions. It is used either to
understand market trends, to find the optimal marketing mix, to
devise effective HR policies, or to find the best investment
options.
In the present fast track business environment marked by
cutthroat competition, many organizations rely on business
research to gain a competitive advantage and greater market
share. A good research study
helps an organization understand processes, products, customers,
markets
and competition and to develop policies, strategies, and tactics
that are most likely to succeed.
ROLE OF BUSINESS RESEARCH IN DECISION-
MAKING
For effective planning and implementation of business decisions,
accurate information about the internal and external business
environments
is of primary importance. The key objective of business research
is to provided accurate, relevant, and timely information to the
top management, so that they can make effective decisions.
The business decision-making process in an organization going
through
the following key interrelated stages:
Problem/opportunity Identification
Problem/opportunity prioritization and selection
Problem/opportunity resolution
Implementing the selected course of action
Business Research helps the management in each of the stages
by providing useful and timely information
RESEARCH DESIGN
A research design is the arrangement of conditioned for collection
and
analysis of data in a manner that aims to combine relevance to
the research purpose which economy in procedure. Main
characteristics of research design can be summarized in two
words-
1- Anticipation
2- Specification
My research design is “DISCRIPTIVE RESEARCH DESIGN”
In my research, researcher has conducted a market Survey of the
Anti
Pepsi Outlets in Lucknow area.
OBJECTIVE OF RESEAECH:-
To study the effect of advertisement on the sale of pepsico.
To analyze, interpret and study the entire beverage market of Dehradun
Comparative study of the various brands, packs and flavors available in the
market.
To assess the reach and feasibility of the product and give the output for
further investment for enhancing the distribution network along with
assessing the efficiency of the current distribution system.
Assess the promotional measures in the context to the sales of PEPSI.
As obvious that any company is concern with the increase in sales of its products,
the project is in line with the companies’ objectives and all steps incorporate in the
project were directed to give an overview so as to attain its objectives.
TYPE OF RESEARCH:
The basic types of research are as follows :
1.Descriptive research:
The major purpose of this research is description of the state of
affairs as it
exist at present.
2. Analytical Research:
In this research, the researcher has to use facts or information
already
available these to make, and analyze these to make a critical
evaluation of
the material.
3. Applied research:
It aims and finding a solution for an immediate problem facing a
society or an industry/business organization.
4. Fundamental research:
It mainly concerned with generalization & with the formulation of
a theory
5. Quantitative Research:
It is based on the measurement of quantity or amount. It is
applicable to
phenomena that can be expressed in terms of quantity.
6. Qualitative Research:
It is concerned with the qualitative phenomenon, i.e., phenomena
relating to or involving or king.
7. Conceptual Research:
It is related to some abstract ideas or theory.
8. Empirical Research:
It is data- based research, coming with a conclusions which are
Capable of
being verified by the observation and experiment.
9. Diagnostic Research:
Such a research fallow case –study method or in depth
approaches to reach the basic casual relation.
10. Exploratory Research:
The objective of this research is the development of hypothesis
rather than
their testing.
Census Method
In this analysis Marketer have used census method instead of
Sampling
Method. Marketer have surveyed all retailers which do not sale
Pepsi or sell very less and come under Shukla Sales Distributor at
Sitapur Road , Lucknow.
STEPS IN THE RESEARCH PROCESS
1. Identifying & Defining Problem/ Opportunity
2. Planning the Research Design
3. Selecting a Research Method
4. Selecting the Sampling Procedure
5. Data Collection
6. Evaluating the Data
7. Preparing and presenting the Research
Report
LIMITATIONS
1. Sometimes people behave artificially and it leads to faulty conclusions.
2. During the survey I found that consumers were not interested to answer
the questions that were given to them.
3. Some respondents were reluctant to divulge personal information which
can affect the validity of all responses.
4. In a rapidly changing industry, analysis on one day or in one segment can
change very quickly. The environmental changes are vital to be
considered in order to assimilate the findings.
5. People i.e. the consumers were having the less information about the
company various product.
What are the functions of advertising?
According to the definition committee of the America
Marketing association “Advertising is any paid form of non
personal presentation and promotion of ideas, goods or
services by an identifiedsponsor”.
Advertising is non-personal because it is directed to group of
people rather then specific individual. It communicates the
information about the product, Its benefit and use. The
identified product orwho pays for advertisement to be released
in the mass media or communication channel. That reaches to
the group of people. There are various function of advertising,
which it performs towards business, consumers and general
public. These are establishes below
1. To communicate product information: - To
communicate about a product is the most important function
of advertising. An advertising always communicate about the
uses of product, its benefit to the consumers its features,
price etc. To sell a product in today’s competitive world, it is
more important to communicate that product more
accurately to the consumers. Advertising is the great tool,
which is helping the people in promotion of various brands.
For example with help of advertising, “ Hero Honda” is
promoting its new range of bikes. They are communicating
the features of there new brand like “ Splendor plus” which
according to them has more features then splendor with
stylish light and few modification likewise “Kelvinator” is
promoting there range of refrigerator they are saying that
their refrigerator are equipped with “Bio-fresh technology”,
which keep the food and vegetables fresh for 24 hours.
2. To differentiate product from their competitor: - To
survive in this rapidly changingbusiness environment, the
product must be different form others or it must have an
edge over the others available brand and then that edge
must be communicated in a very well performed by
advertising through its various media or channels.
Advertising always helps people to differentiate their product
from others.
For example, large super markets or store likes “life-
style”,”Ebony” etc. They always advertise that you can buy
most of the things from there stores like cloths of every
range and for every age, also kitchen goods, furniture etc. for
which in an ordinary market, you have to spend whole day to
find out different shops for different above mention things.
Another example is of ICICI bank they are saying that they
are offering home loan at the lowest rate of interest of 8.25%
for 20 years as compared to other area.
3. To urge product use: - With the help of advertisement,
people create an urge in the market to set their products.
With the help of advertisement they after various kind of
discounts, gives very attractive offers etc. just to increase
their sake by creativity an urge.
These people are using different medium like T.V., magazine,
newspaper, banners, road show etc.
For example the latest example of Coca-Cola which is offering
a nestle chocolate free with 2 pack. “ Kawasaki Bajaj” is
offering VCD worth Rs. 4,000 free with its new launch bike
Wind”. Thus these kinds of scheme advertised by various
companies always increase the
urge regarding their products.
4. To increase Brand loyalty & performance: - A clear
advertisement message gives a reason to prefer a brand over
the other competitive brands & that performance slowly and
steadily will charge into brand loyalty.
For example pharmaceutical industries, industries involving
in technical products where they have sufficient sales force to
promote the company brand. Continuous visits of sales
person with various kinds of promotional input reminders and
scientific data regarding a
brand will work as on advertisement to that customer and
that customer slowly and steadily with become brand loyalty.
5.To educate consumers: - This is one of the most
important functions of advertising, people come to know
about various products, their usage, benefits and who are
their contradictors. In this manner, advertising always
educates consumers.
For example, various kinds of road shows conducted by
Phillips or Touch tell always improves the knowledge of the
consumer regarding the respective brand name.
6. To improve the living standard of people: -
Advertisement always creates awareness regarding the new
improved brand in the consumer’s mind and in the way, it is
increase the living standard of the people. For example,
advertising regarding digital invention, cell
phones, laptops etc.
7 To improve quality of products: - Advertising also
improves the quality of products by increasing the
competition between the different competitors.
8. To create demand in market: - Advertising makes
people aware of new products and new use of existing
products. It attracts attention, creates interest and
awareness desire among answers. It widens the market for
the product and help increase sales.
9. To build new brands, advertising is necessary.
10. To build goodwill: - Advertising helps to build an image
create goodwill amongst existing and customers, employee,
stockholders, government, finance institution and the community.
CONCLUSON
The summer training project was focused on “to study the
effect of advertisement on sales” The advertisement of
PepsiCo is superior than coca-cola but from some time its
market share has come down due to various reasons. In India the
company is running with very fast speed. The popularity of Pepsi
is better than coke. It has bright future. It has democratic and
communicative style of functioning.
FACTS AND FINDINGS
Q1 From where you came to know about the brand ?
0%
10%
20%
30%
40%
50%
60%
70%
T.V Ads
Magazines/news-papers
Displays
Wall paintings/Hoard-ings
66% of
the respondents said that T.V Ads are the best medium of sales
promotion,22% said that magazine/newspapers are the best medium of sales
promotion,8% said displays and 4% said wallpaintings/Hoardings are the
best medium for sales promotion.
Q-2 How do you find the advertisements of mountain dew?
7%
30%
60%
2% 1%
Best
Better Than Others
Good
Bad
Worst
Q.3.The rate of mountain dew is perfect or not?
27%
40%
15%
10%
8%Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree
Q-4 Which kind of promotional activities do you like the most?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Combo Packs
Prizes
Gift Vouchers
UTC schemes
BIBLIOGRAPHY
BOOKS :--
1) Kothari C.R Research Methodology second revised edition , New AgeInternational publisher , p.p 135 to 150.
2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy Edition ,Prentice hall INDIA P.P 336 TO 380.
NEWSPAPERS :--1) The Hindustan times2) The Times Of India3) The Hindu4) The Telegraph
Magazines :--1) Advertising Management2) Business India3) Business Today4) Business World
Website :--
www.pepsiworld.comwww.pepsico.comwww.google.com
ANNEXTURE
QUESTIONNAIRE
Name : _______________________________________
Gender : Male Female
Age :
Contact No. : _______________________________________
Q.1. Do you have soft drink ?
Yes No. If no interview is terminated
Q.2.Which soft drink do you prefer the most ?
Pepsi Coca cola Both Other
If other than specify ______________________________________________________
Q.3.Do you like the mountain dew of PepsiCo?
Yes No
If no than specify
Q.4. Which quantity of soft drinks you have?
200 ml 300 ml 500 ml 2 lit. All.
Q.5.The rate of mountain dew is perfect or not?
Yes No
Q-6 What do you prefer more?
Glass bottles Pet Bottles
Cans Party pack
Q.7From where you came to know about the brand?
T.V. adv. Magazines\Newspaper
Display Wall painting\Hoarding
Q.8 How do you find the advertisement of mountain dew ?
Best Better Good
Bad Worst
Q.9 The advertising of the Soft Drink you like the most is appealing.
strongly agree Agree neither agree nor disagree
strongly disagree
Q.10 Which kind of promotional activities do you like the most?
Combo packs Gifts vouchers
Prizes Other
Q.11Any suggestion
________________________________________________________
________________________________________________________
________________________________________________________
Thank you
Glossary terms
PET (Poly Ethyne Titrate)
RGB (Returnable Glass Bottle)
CSD (Carbonated Soft Drink)
BSD (Bottled Soft Drink)
LRB (Light Refreshing Beverages)
BIBLOGRAPHY
Books: