PROJECT REPORT

ON COMPARISON ANALYSIS OF MARKET SHARE TOWARDS SOFT DRINKS WITH SEPECIAL REFERENCE TO PEPSI AND COCO-COLA AT PEPSI CO (JAI BEVERAGES PVT. LTD.) JAMMU TAWI.

A desertion submitted in partial fulfillment of the requirement For the award of the POST GRAGUATE DIPLOMA IN MANAGEMENT For the Session 2008-10 APPROVED BY AICTE
By Nitin Behal (Roll No 5462)

Guru Nanak Institute of Management New Delhi

ACKNOWLEDGEMENT

At the times when Human values are been questioned and ulterior mottoes have dominated ones personality here is an occasion rather my privilege to introduce and express my gratitude to some of the exceptions personalities with whom I have shared association, during my project task and who prove the above statement Human values being questioned as and only baseless but wrong. I express my thanks to the company and its staff who gave me opportunity to this project. Mr. Sunil Luthra (AGM) gives me such a brilliant opportunity to work under their amiable presence and in such a broad organization. I express my sincere thanks to Mr.Vipin Chandel (Marketing Executive & Our Project Guide).Jai Beverages Pvt. Ltd . Jammu for their sincere and proper guidance, direction and encouragement given to me for the successful completion of this project. NITIN BEHAL

DECLARATION

I NITIN BEHAL a student of POST GRAGUATE DIPLOMA IN MANAGEMENT, GURU NANAK INSTITUTE OF MANAGEMENT, NEW DELHI hereby declare that all information, facts and figures published in this report are based on my own findings and experience at JAI BEVERAGES PVT. LTD. BARI BRAHMANA JAMMU. This information has been purely used for academic purpose.

I also declare that all information gathered by me during the course of the project will be kept strictly confidential and will not be disclosed without the prior consent of JAI BEVERAGES PVT. LTD. BARI BRAHMANA JAMMU.

NITIN BEHAL

PEPSI BOTTLING PLANT AT JAMMU

A) NAME OF THE UNIT

JAI BEVERAGES PVT. LTD

B) LOCATION/ ADDRESS OF THE UNIT

Sidco Industrial Complex, Ismailpur Road, Bari Brahmana, Jammu-181133 Phones:220284,221384 Fax:01923-20183-20184 E-mail:jbpl@nde.vsnl.net.in Website: www.jaibeverages.com Regd. Office:52, Janpath, New Delhi-110001 Phones: 3321098, 3353625, Fax: 3324769

C) HISTORY OF THE UNIT AND PRESENT POSITION

The year was 1999 and Pepsi Company in India was very eager to improve its extremely poor market share(less than 3% in the state of Jammu and Kashmir). That was when it approached the soft drink maestros of India- the Jaipuria family, Mr. C.K Jaipuria in particulars, for starting a plant in J&K in spite of all the odds, the non-inductive climate in the state for a new business venture, he took a bold step and went ahead with accepting the challenge and taking the franchise in the name of his elder son-Mr. Anurag Jaipuria, and Jai Beverages Pvt. Ltd. Was born. From the day of the decision to this day in 2007, there has been no looking back. In this short span of time, the company has been formed, sprawling compound of erstwhile M/S HINUSTAN LEVERS LTD. Taken over from a supportive SIDCO, a prestigious unit in J&K, after an initial investment of Rs. 27.1 crores, has been established with full backing of the ministry of Industries (J&K govt.) and an ultra modern plant which releases all the effluent water after full treatment at a very reasonable, and much under the pollution boards max acceptable BOD and COD levels. In fact, work is on to stop all the treated effluent

going out and instead to utilize this water internally for horticulture. In the other words, the water is being put back in to the earth to retain the water table. Further, work has been done to grow more trees within the premises, in the line with the universal endeavor of making the earth green. With coming of this prestigious plant, there has been an upsurge in the economy of the people of the area in particular, and the state in general. The direct, and indirect employment generated by the unit has already surpassed a figure of 650 and is growing steadily. The excise deposited to the govt. exchequer has already crossed an amount of Rs. 361 lakhs, and is again growing. The once semi deserted main road of the industrial Complex has become very busy and would soon be required to be widened. In short, coming of the Jai beverages pvt. Ltd. Into the state of J&K and surely made a big mark into the industrialization of the state with many big industrial houses watching eagerly the outcome of this prestigious unit. Jai beverages pvt. Ltd. is a part of diversified Jaipuria group being the major franchise of the Pepsi in India. The group has 22 Pepsis bottling plant in India and Nepal. The new beverages plant having state of art machinery from Krones, KHS, O&H, Gaulin & Magplast among the international industrial giants and Hildon, Tula IDMS etc among the Indian manufacturers. The fully automatic plant is being run by team of professionals who have already made a mark for themselves by creating history in the international Pepsi system by achieving the gold medal in the first year of operations from over 400 plants worldwide.

D) COMPANYS VISION
To be the best consumer products company in the eyes of our suppliers, customers, consumers, employees and stake-holders.

CHAPTER CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 CHAPTER 5 ..

PARTICULARS INTRODUCTION DESIGN OF THE STUDY PROFILE ANALYSIS AND INTERPRETATION SUMARRY OF FINDINGS AND SUGGESTIONS ANNEXURE & BIBLIOGRAPHY

PAGE NO. 7-17 18-26 19-57 58-74 75-78 ..

INDEX

CONTENTS

1. INTRODUCTION TO THE PRODUCT- SOFT DRINKS 2. ABOUT THE SOFT DRINKS 3. INVENTOR OF SODA WATER 4. THE MAIN BRANDS IN THE INDIAN MARKET 5. INTRODUCTION TO THE MARKETING INTRODUCTION NATURE AND MEANING MARKETING MARKETING MANAGEMENT MARKETING RESEARCH CONSUMERS

CHAPTER 1 INTRODUCTION
1) INTRODUCTION TO THE PRODUCT- SOFT DRINK Soft drinks can trace their history back to the mineral water found in nature springs. Bathing in natural springs has long been considered a healthy thing to do, and mineral water was said to have curative powers. Scientists soon discovered that gas carbonium or carbon dioxide was behind in natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the campaigner de lemonades of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to the thirsty Parisians. In 1767, an Englishman, Dr. Joseph Priestly, created the drinkable manmade glass of carbonated water. Three years later, the Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergmans apparatus allowed imitation mineral water to be produced in large amounts. In 1810, the first US patent was issued for the Means of mass manufacture of imitation mineral water to Simons and Rundell of Charleston, South Carolina. Carbonated beverages did not achieve great popularity in America until 1832, when John Mathews mass manufactured his apparatus for sale to others. The drinking of either natural or artificial mineral water was considered a healthy practice. American pharmacists, who were selling most of the mineral water started to add medicinal and other flavorful herbs to the unflavored beverage example, birch bark, dandelion, sarsaparilla and fruit extracts. The early drugs stores with their soda fountains become a popular part of America culture. Customer wanted to take drinks with them and the soft drink bottling industry grew from the customer demand. Over 1500 US patents were filled either for a cork, cap or lid for the carbonated drink bottle tops. The bottle tops were under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William Painter, a Baltimore machine stop operator, patented the crown cork bottle seal. It was the first very successful method of keeping the bubbles in the bottle

.In 1899, the first patent was issued for a glass-bowing machine for the automatic production of glass bottles. Earlier glass bottles had all been hand blow. Four years later, the new bottle-blowing machine was in operation. The inventor, Michel J.Owens, an

employee of Libby Glass Company, first operated it. Within a few years, glass bottle production increased from 1500 bottles a day to 57000 bottles a day.

2) ABOUT THE SOFT DRINK WHATS IN SOFT DRINK? Soft drink has been part of American lifestyle for more than 100 years. Many of todays soft drinks are the same as the first ones enjoyed in the 1800s.soft drink production begins with the creation of flavored syrup using a closely guarded company recipe. The syrup is mixed with purified water and then carbonated by adding carbon dioxide gas under pressure. This carbonation creates the tingle fizz that gives soft drinks a refreshing taste. Now for a closer look at soft drink ingredients----------Like other foods, the ingredients that are used in making soft drink are approved and closely regulated by the US Food and Drug Administration (FDA). All the ingredients used in soft drinks are found in a variety of other foods. WATER Soft drink production starts with a pure source of water. Regular soft drink contains 90% water while diet sort drink contains up to 99% water. Drinking water contains trace amount of various elements that affect its taste. You have probably noticed that tap differ in various regions of the country. Bottler use sophisticated filtering and other treatment equipments to remove any residual impurities and to standardize the water used to make soft drinks. Thats why your favorite soft drink tastes the same in New York as it does in India. CARBON DIOXIDE A colorless and odorless gas, carbon dioxide is the essential characterizing ingredient in all carbonated beverages. It is given off when we breathe and is used by the plants to produce oxygen. When dissolved in water, carbon dioxide imparts a unique taste. For that reason natural sources of carbonated, or effervescent, mineral water were once highly prized. These rare mineral water were once also believed to have beneficial medicinal properties. Efforts to

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make and sell artificial effervescent mineral water were underway in Europe and US by 1800.

It was the innovative step of adding flavors to these popular soda water that gave birth to the soft drink beverages we enjoy today. In these days of soft drink manufacturing, carbon dioxide was made from sodium salts. This is why carbonated beverages were called sodas or soda water. Today, bottlers buy pure carbon dioxide as a compressed gas in the high-pressure cylinders. Carbon dioxide gas is absorbed into flavored soft drink in a carbonator machine just before the container is sealed. While under pressure and chilled, soft drink may absorb up to four times the beverage volume of carbon dioxide. FLAVORS One of the most important ingredients in the soft drinks is flavoring. Most soft drink bottles mix many individual flavors to create distinctive tastes. Natural flavors in the soft drinks come from spices, natural extracts and oils. Fruit-flavored soft drink such as orange and lemon-lime often contains natural fruit extracts. Other flavors such as root beer and ginger ale contain flavorings made from herbs and spices. There are also some artificial or man-made flavorings used in the soft drinks. Nature does not produce enough of some flavors to satisfy world demand. Also, some flavors are limited geographically and seasonally. COLORS Many people do not realize how important color is to taste perception. Color affects our psychological impression of food. If you dont believe it, try eating a familiar food in the dark. The colors used in the food and beverages comes both from natural and synthetic sources. CAFFEINE Caffeine is a substance that occurs naturally in more than 60 plants including coffee beans, tealeaves, kola nuts and cocoa beans. In some cases, small amounts of caffeine are added to soft drinks as a part of the flavor profile. The amount of caffeine in a soft drink is only a fraction of that found in an equal amount of coffee or tea. Caffeine has a classic bitter taste that enhances other flavors. It has been part of almost every cola and pepper type beverage since they were first formulated more than 100 years ago and has been enjoyed in coffee, tea and chocolate beverages for centuries.

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Even though some people feel the effects of caffeine are harmful, scientific research has refused these claims. The long history of caffeines use confirms that it is safe when consumed in moderation. For people who wish to restrict their caffeine intake, many caffeine free soft drinks are available.

ACIDULANTS Similar to fruit juices and many other food products, most drinks are slightly acidic. Acidulants add a pleasant tartness to soft drinks and acts as a preservative. Some soft drinks contain a small amount of one or two common food acidulants (phosphoric acid and citric acid). Occasionally, other acidulants such as malic acid or tartaric acid are also used. PRESERVATIVE Soft drinks do not normally get spoiled because of their acidity and carbonation. However, storage conditions and storage time can sometimes impact taste and flavor. For this reason some vs. contains small amounts of preservatives that are commonly used in many foods. POTASSIUM Potassium is another essential nutrients found in many natural and man made food ingredients like sodium, potassium exists naturally in drinking water and, therefore, in soft drinks. Small amount of potassium are also found in some of the flavoring agents and other ingredients used in soft drinks. SODIUM Because the name soda pop and soda water were associated with early soft drinks, many people falsely believe that carbonated beverages contains significant amount of sodium. That is true. Sodium, in the form of various salts, is present in many natural and man-made compounds. It is an essential mineral nutrient responsible for regulating and transferring body fluids, as well as other important body functions. Although an adequate daily intake of sodium is necessary for good health, excessive consumption has been tied to high blood pressure in some people.

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SWEETENERS Non-diet soft drinks Most regular (non-diet) soft drinks are sweetened with either sucrose or high fructose corn syrup, (HFCS). A mixture of these sweeteners may also be used. Sucrose, the familiar sweetener in your sugar bowl, comes from sugarcane or sugar beets. HFCS is a newer and more convenient liquid sweetener, similar to sucrose but made from corn. It is now used in many prepared foods. With either, the amount of sweetener in a soft drinks ranges from 7 to 14%, about the same amount as a glass of pineapple or orange juice. Both sucrose and HFCS are easily digested carbohydrates, and carbohydrates are an important part of the diet. They provide calories, which are the source of energy for the body. Diet soft drinks The popular class of beverages known as diet soft drinks is made possible by the intensely sweet substances we refer to as diet or low calorie sweeteners. Aspartame, saccharin, sucrose and acesulfame K are approved for use in soft drinks today and sweeteners remain an active area of food research. By choosing from a variety of different sweeteners, manufacturers can blend sweeteners to match beverage formulations and better appeal to all consumer tastes and preferences. ASPARTAME Aspartame is a nutritive, sweetener, which is easily digested and provides calories. However, its sweetening power is so great that the tiny amount needed to sweeten a soft drink adds less than one calorie per 12-ounce can. SACCHARIN Saccharin has many desirable properties that make it a valuable food ingredient. It is stable in foods and is metabolically inert, which means that it goes through the body without changing. Finally, It is relatively inexpensive. ACESULFAME K Acesulfame k, under the brand name of sunnett, is an example of a new diet sweetener approved for soft drinks by the FDA in 1998. it is a calorie free, heat stable sweetener that is 200 times than sugur.

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SUCRALOSE The FDA approved sucralose in 1998 for use in a wide variety of food products including Soft drinks. Sucralose is a low calorie, high-intensity sweetener and is about 600 times sweeter than sugar. It is sold under the brand name of splenda. Sucralose and sugar have been shown to have similar taste and flavor profiles. 3) INVENTOR OF SODA WATER JOHN MATHEWS is the person referred to as the FATHER OF AMERICAN SODA WATER. 4) THE MAIN BRANDS IN THE INDIAN SOFT DRINK MARKET Pepsi Mountain dew Miranda orange Miranda lemon Slice 7up Mazza Thums up Coco-cola Limca Sprite Fanta

5) INTRODUCTION TO MARKETING Since the study is about the comparative analysis of different brands of soft drink with respect to PEPSI, it is necessary to know and meaning of marketing, and the concepts of market research. A brief explanation of these is given below. INTRODUCTION

Marketing is a social and managerial process by which individual and groups obtain what they need and want through creating offering and exchanging products of value with others. Marketing (management) is a process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create exchanges with target groups that satisfy customer and organizational objectives.

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NATURE AND MEANING

The term marketing is always misunderstood and misinterpreted of instance if we ask a person what is marketing? We are often to get different answers from different people because marketing is being most commonly used word in presence. For instance a housewife purchasing family food is marketing, for a farmer bringing his product to market and selling it is marketing for him. All these aspects must be true, but up to certain extent and is in a singular explanation.

MARKETING

The performance of business activities that direct the flow of goods from producer to the end user is called marketing, in fact, marketing is concerned with the sophisticated strategy endeavoring to offer what the consumer needs According to Leslie Lazar: Marketing is competitive economy here slight changes in the wording would meet the institutes requirement. Marketing is a primary concept with offers organisms, and directing the aggregate to the business activities involved in converting customer purchasing power into effective demand for a specific product or service and selling the product from the manufacturer to the end user so as to achieve the company target or its objectives. MARKETING MANAGEMENT

Sir Philip Kotler views marketing as social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other marketing efforts calls for contracting efforts of homework and well equipped skills. This involves management of persons involved in the marketing efforts and organizing of these efforts to the advantage of both the product marketed and of these involved in this activity is called marketing. The definition of marketing management given by American management association is as under: Marketing management is a process. It involves analysis implementation, planning and control of marketing efforts. It covers goods and services to achieve its goals. Its goal is to produce satisfaction for the parties involves in such an exchange. Sir Philip kotler defines marketing management as analysis, planning, implementing and control of programs designed audience for the desired exchanges with desired audience for

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the purpose or mutual or personal gains. It relieves heavily on the adoption and coordination of product, price, place, promotion.

To make his definition further clear he lays down the following factors: It is a management process and includes analysis planning, implementation and control activities. It can be practiced by seller or by buyer who ever seeks to stimulate the exchange process. It stresses the adoption and co-ordination or several factors viz, product, price, place, and promotion to achieve effective response. It may be carried out for mutual or personal gain. MARKETING RESEARCH

It is a method of getting facts to be used by executives in formulating policies and plan successfully. Executives depend on longer upon the work given to be done in conducting their business. Marketing research can enable a company, a firm to get more accurate, and precise, genuine report by conducting market survey information regarding the solution for problems arising out of the following: Who is the customer? Where do they live? Why do they insist to a particular product? Where are the products to be made available to be made available to the end user?

Marketing research is a part and parcel of marketing management functions of marketing viz, marketing intelligence. Executives, sales executives, financial officers, for advertising the product etc, need the result of marketing research. Market research enables a manufacturer of a producer to know what the consumer want, their needs, their satisfaction, what kind of products do the consumers prefer, why do the prefer that particular product, all these can be studied under MARKETING RESEARCH. Marketing research is a systematic objective and exhaustive search for a study of facts and figures relevant to any problem in the field of marketing. It is shifting from facts finding, information, gathering the activity to a problem solving and giving recommendation to the problems.

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CONSUMER

Consumer is an identity who consumer the final products and gives maximum chances of production to the industries to manufacture. Consumers are the only individuals who are supposed to generate money for industries. If there are number of consumers, the final product disposed of is of no use and thus the existence of the industries is meaningless. So every industry has to keep the interests of the consumers in mind before its production and finally the establishment of the industry.

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CONTENTS
1) TITLE OF THE STUDY 2) STATEMENTOF THE PROBLEM 3) OBJECTIVE OF THE STUDY 4) CONCEPTULISATION MARKETING TACTICS STRATEGY DEMAGRAPHY MARKETING MIX TARGET MARKETING PERCEPTION MARKET SEGEMENTATION PRODUCT PROMOTION MARKET DEMAND COMPETITOR ATTITUDE MULTINATINAL COMPANIES CONSUMERS

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BRAND BRAND AWARENESS ATTRIBUTE

5) SCOPE OF STUDY 6) BACKGROUND OF STUDY 7) METHODOLOGY EXPLORATORY STUDY DESCRIPTIVE STUDY

8) TOOLS USEDFOR COLLECTING DATA PRIMARY DATA SECONDARY DATA

9) SAMPLE DESIGN SAMPLE SIZE METHOD OF SAMPLING

10) FIELD WORK

11) PLAN FOR ANALYSIS

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CHAPTER NO. 2 DESIGN OF THE STUDY

1) TITLE OF THE STUDY Comparative study of customer satisfaction towards soft drinks with special reference to Pepsi and Coco-cola. 2) STATEMENT OF THE PROBLEM In the changing scenario of modernization and sophistication it is very important and essential to invent and implement new technology and products, in order to improve the quality of the product and also to ensure better action-oriented results from the products. Hence for the business organizations it is a real challenge to satisfy the needs of the people. As a result the study has been focused on customers preferences and their exact need toward refreshment drinks. As the world is growing fast, the people are so busy that they cant even spend much of their time thinking about the company and its products, what they really look forward toward is quality, service and prefers things or goods with best features with lesser price Marketing this field is becoming more and more competitive as there are lot of competitors, which produces the same quality products, to satisfy the customer needs and wants. This study is focused on refreshment drinks i.e soft drinks. There are more than 400 varieties of refreshment drinks available in the world. 3) OBJECTIVES OF THE STUDY The specific objectives of this study are: Segmenting the market based on marital status, sex, age, monthly house hold income and occupation. To study the level of awareness of different brands of sot drinks. Compare different brands of soft drinks on the basis of their attributes, availability, packaging and effect of advertisement. To study the consumer preference in comparison to other brand of soft drink. To study the consumer perception about the different brands of soft drinks.

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To offer suggestions base on findings

4) CONCEPTULAISATION

MARKETING

Marketing is a total system of business activities designed to plans, price, promote and distribute want satisfying products, services and ideas to target markets in order to achieve. TACTICS

A tactics is an operational means by which a strategy is to be implemented or activated. STRATEGY

A strategy is a broad, basic plan of action by which an organization intends to reach its goal. DEMOGRAPHY

Demography can be defined as the statistical study or human population and its distribution. MARKETING MIX

Marketing mix is a form that is used to describe or the tour inputs viz. The product offering, the price structure, the promotional activities and distribution system that constitute the cone of an organizations marketing system. TARGET MARKET

Target market is a group of customers (people organization) art that the seller specifically intends to aim its marketing efforts.

PERCEPTION

Perception is the process where by we receive stimuli through our five senses .we recognize this information and then assign a meaning to it.

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MARKET SEGMENTATION

It is the process of dividing the total heterogeneous market for a product into several segments, each of which tends to the homogeneous in all significant aspect. PRODUCT

A product is a set of tangible and intangible attributes including packaging, color, price, manufacturers prestige and retailers services. PROMOTION

It is the element in an organizations marketing mix that is used to inform and persuade to market regarding the organization product and services. MARKET DEMAND

Market demand for a product is the total volume that would be bought by a defined period in a defined marketing environment under defined marketing program. COMPETITOR

A manufacturer, establishment or org. trying to sell or market similar goods and services with an object of increasing its share in the market. ATTITUDE

It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object or idea. MULTINATIONAL COMPANIES These are the companies, which are promoted by foreign parent companies. CONSUMER

A consumer is one who buys goods and services for his or her own use, for the use of households or as a gift for a friend. BRAND

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A brand is a name, sign, symbol, or design or a combination of all intended to identify the goods or services of one seller or group of seller and to differentiate them from those of the competitors. BRAND AWARENESS

It is the knowledge a consumer has about the brands of similar products available in the market. ATTRIBUTE

It is the characteristic feature of a product. A product has many attributes, but a particular brand can have a particular salient attribute, which differentiates that brand of product from other brands in the market. 5) SCOPE OF THE STUDY The study is designed to provide information regarding the perception, awareness and preference of the soft drink consumers with special reference to Pepsi brands of soft drink. 6) BACKGROUND OF THE STUDY Jammu is a tourist area as people pour in this town from different places of India and abroad. So Jammu is a place where upcoming companies can look forward for their market and marketing of their goods and services. For the company Pepsi, Jammu has given a positive response and Pepsi is ruling in this and adjoining areas.

Pepsi cola, Mountain Dew, Miranda Lemon, Miranda Orange, 7up, Sprites, Slices, Coke, Mazza, Limca, Thumsup and Fanta. All these brands of soft drinks are available in Jammu and have been actively promoted in Jammu and adjoining areas. 7) METHODOLOGY SURVEY METHOD Having decided to adopt a survey method to collect data for this study, the next step is to decide on the type of survey consistence on resources like time and money leads to the sample survey. The survey is classified into two parts viz.

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Exploratory study Descriptive study EXPLORATORY STUDY

The main objective of exploratory study is to get the feel of the market products, competitive consumers. This helps in gathering primary information used for descriptive study. DESCRIPTIVE STUDY The exploratory study laid the foundation for the descriptive study and paved a wag to systematic study there by eliminating objective of the research study. Segmenting the market based on the consumer income demography and acceptation. To study the usage pattern of the consumers. What is the level of awareness of the different types of soft drink in Jammu. To find the perception of the consumers about different brand of soft drink. Compare different brands of soft drink based on the basis of their attributes availability, packaging and effects of the advertisements. To study the consumers preference in comparison to his/her brand of soft drink. A structured questionnaire was prepared which contained both open-ended and close-ended questions.

8) TOOLS USING FOR COLLECTING DATA Analysis and interpretation of data is based on the both the primary and secondary data. Both primary and secondary data are explained below. PRIMARY DATA was collected by means of structured questionnaire along with personal interviews, since few open-ended questions required classifications. SECONDARY DATA was collected from different books, magazines and newspapers. The secondary data was also collected from the Internet.

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9) SAMPLE DESIGN SAMPLE SIZE The number of respondents selected for the survey was 100.this was because of the time consistent. METHOD OF SAMPLING The sampling method adopted for this study was conveniences sampling. 10) FIELD WORK Te sample size was 100 people. The direction of the fieldwork was for 15to20 days. The respondents took approx. 15-20 min to fill up the questionnaire. Each respondent was personally met. 11) PLAN OF ANALYSIS The raw data collected directly from the respondents was first transcribed on a master analysis register. From the master analysis register the data was tabulated question wise, using simple mathematical and statistical techniques like addition, mean, frequency and percentage calculation. Ranking of factor in selection of the product and decision making process was also carried out using simple statistical techniques. By this method of the various objectives of the study could be thoroughly analyzed. Based on the analysis of the data collected from the respondents the findings of the study were interpreted and recommendations were given.

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CONTENTS

1. HISTORY 2. HISTORY (INDIAN CONTEXT) 3. THE COMPANY 4. SOFT DRINKS PRODUCED BY PEPSI INCLUDING (WORLD WIDE) 5. PEPSI COLA JINGLES (PUNCH LINES) 6. PROFILE OF RESPONDENTS

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CHAPTER 3
PROFILE 1. HISTORY Pepsi was first made in 1898 by Caleb Braham and was originally called Brads drink. It was of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. It was renamed Pepsi cola after Pepsin and cola nuts in the recipe. The name was trademarks on June 16, 1903. Caleb Braham, a pharmacist, like many pharmacists at the turn of the century, had a soda fountain in his drug store, where he served his customers refreshing drinks that he created himself. This is where Pepsi was first served. After seventeen years of success, Caleb Braham lost Pepsi cola after gambled on the stock market, he believed sugar prices would raise but they fell instead. Pepsi cola was bankrupt in 1923. In 1931, Pepsi cola was brought by loft candy company loft president; Charles G. Guth reformulated the popular soft drink. In 1940, history made when the first advertising jingle was Nickle Nickle an advertisement for Pepsi cola that referred to as Pepsi price and the quantity for the price, Nickle Nickle became a hit record and was recorded into 55 languages. In first achieved success by selling its drinks in recycled bear bottles, which allowed it to sell large bottles for lower cost than coke. Pepsi thus became viewed as the soft drink of the lower classes. In the United States, Pepsi was viewed as the drink of blacks and in Canada it was viewed as the drink for francophone. In the 1950s Pepsi poured great resources into trying to improve its image. It brought many televisions ads and began its long tradition of employing celebrities to sell its product. It grew and became a serious rival of the coco cola corporation, but it was still firmly in 2nd place.

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In 1960s, Pepsi originated the market strategy known as The Pepsi generation. This strategy was a constant repetitious advertisement of Pepsi aimed at young people. it worked under the assumption that there are new consumers coming at age every day and if one stops marketing to the newest consumers, one will have a shrinking base of established consumers of ones product. With the baby boomer generation, the advertising of Pepsi changes into the drink that keeps your youth.

In 1964, Pepsi introduced, Diet Pepsi. The aim of launching diet Pepsi was attract market segment which was diet conscious. In 1980s, Pepsi began a series of advertisements called the Pepsi challenge, in which it directly compared, its product to that of coco-cola, showing that people preferred there product to the competitors coco-cola, at the time, was suffering reduce sales, and made mistake of its own in changing the formula for its product the new formula to be called New Coke possibly in response to the Pepsi challenge. This period fierce competition between the 2 companies became known as cola wars. 1998 became a year of introduction for the generation next campaign, which pitched a futuristic view of the company to youth. Racer Jeff Gordon was used as a symbol for fast, young and powerful. Pepsi is often the most common at sports events such as major league baseball, as well as large, arena size concerts. During the fall of 1998, Pepsi introduced Pepsi one, followed by an ambitious advertising campaign with the main slogan of just 1 calories. The cola introduced the use of Sunett and aspartame to attain 1 calorie. The company teamed up with George Lucass reintroduction so star war to the big screen during the summer of 1999. Twenty-four characters from the star war series were introduced a artwork of the cans our the summer, creating on emphasis for a collectable act set. This created huge market saturation for awareness of the movie as momentum buildup. Its current (as of 2004) slogan is ask for more 2. HISTORY ( WORLD CONTEXT OF PEPSICO) 2008 Milestones

PepsiCo Again Named to the Dow Jones Sustainability Index PepsiCo Agrees to Buy Bulgaria's Leading Nuts and Seeds Company PepsiCo Announces Initiatives With the Earth Institute and H2O Africa to Drive Sustainable Water Practices Forbes Names PepsiCo Among Its Best Big Companies PepsiCo India Commissions First Remote Wind Turbine to Generate Renewable, Clean Energy CRO Names PepsiCo to Top 25 100 Best Corporate Citizens 2008 PepsiCo to Buy Russian Juice Leader, Lebedyansky Employees Lead Effort to Make Chicago Plaza First LEED-Certified PepsiCo Headquarters

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Gatorade Launches Gatorade Tiger with Comprehensive Integrated Marketing Campaign PepsiCo Honored with 2008 Energy Star Partner of the Year Award UK Vitamin Water Brand- V Water Acquired by PepsiCo Quaker Plant in Cedar Rapids Closes and Reopens Facility Due to Flooding to Protect Employees PepsiCo Foodservice and Naked Juice Expand Starbucks Presence Gatorade Sports Science Institute Gathers World's Leading Researchers on Protein Nutrition PepsiCo International's China Foods Wins "China's Top Leaders 2008" Award Wall Street Journal Article Recognizes PepsiCo for Leadership in Employment of People with Different Abilities PepsiCo and Frito-Lay Join SmartWay in Commitment to Reduce Greenhouse Gas Emissions PepsiCo Beats Coke in Race to Launch New Natural Sweetener (Stevia) PepsiCo France Recognized as "Great Place To Work" by Institute Survey PepsiCo Commits to Reducing Acryalmide Levels in Potato Chip Products and Restructured Potato Snacks in California Subway Names PepsiCo "Vendor of the Year" for Sustainability Leadership Tazo Tea Joins Pepsi Lipton Partnership

2007 Milestones PepsiCo signs Maria Sharapova for International endorsement of Gatorade and Tropicana Tropicana launches Tropicana Healthy Heart with Omega-3s, the first national orange juice to include omega-3s Ruffles unveils new packaging to reflect its switch to 100% pure sunflower oil PepsiCo announces new Diversity & Inclusion Leadership Award inspired by Steve Reinemund Mt. Dew and AMP Energy sponsor the Winter X Games Aquafina launches Aquafina Alivea low calorie, vitamin-enhanced water beverage Quaker Oats debuts new Quaker Life Chocolate Oat Crunch Cereal Flat Earth Fruit and Vegetable Crisps hit stores nationally Fritos Corn Chips celebrates 75th Anniversary with retro packaging Near East celebrates its 45th Anniversary with a recipe contest Tropicana launches Tropicana Fruit Squeeze, a 20-calorie drink with real Tropicana fruit juice Lays launches Share the Joy program to help the Make a Wish Foundation raise funds Pepsi-Cola North America launches Diet Pepsi MAX

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Oh Boy! Oberto brand debuts 100-calorie Jerky Bites in original beef and teriyaki turkey flavors IZZE Launches IZZE Esque, a low-calorie, nothing artificial beverage in three flavors: Sparkling Mandarin, Sparkling Black Raspberry and Sparkling Limon. Propel unveils new Fit Has a Feeling campaign and New Powder Packets for OnThe-Go New Quaker Mini Delights launches offering great taste and portion control in a satisfying serving of mini snack cakes Diet Pepsi Jazz introduces new Caramel Cream flavor Grandmas Cookies offering limited-edition flavors for spring: Iced Lemon and Sugar flavors PepsiCo launches Smart Spot Dance! Initiative with celebrities Mario Lopez and LaChanze to help African American and Hispanic families lead healthier, more active lifestyles Walkers is the first major food brand in the world to display a carbon footprint reduction logo on its packs SoBe Beverages launches SoBe Essential Energy PepsiCo Announces 25% Dividend Increase and Raises Share Repurchase Target; Nooyi Assumes Chairman Title EPA Names PepsiCo 2007 ENERGY STAR(R) Partner of the Year PepsiCo Makes Largest Corporate Purchase of Renewable Energy Certificates Pepsi launches Design Our Pepsi Can National Promotion Tropicana unveils New Organic Line Tropicana Organic QTG facility earns an Energy and Environmental Design (LEED) Gold certification from the U.S. Green Building Council PCNA and Frito-Lay launch Shrek the Third National Summer Promotion Indra Nooyi receives the Outstanding American by Choice Award PepsiCo makes Fortune magazines 100 Best MBA Employers list Diet Pepsi Launches New Look, New Ad Campaign and New Attitude Diet Pepsi's "More Cola Taste" Pepsi, Diet Pepsi and Mountain Dew topped the 2007 Brand Keys Customer Loyalty Engagement Index which tracks consumers relationships with brands PepsiCo joins U.S. Climate Action Partnership as part of its commitment to sustainability Lipton introduces Lipton PureLeaf EPA Honors Frito-Lays Jonesboro facility for its sustainability efforts to conserve energy and resources Cold Stone Creamery and Mountain Dew Join Forces to Introduce Dew Iced

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Mountain Dew Unveils unique, limited edition aluminum bottles Tostitos introduce Flour Tortilla Chips and two new Dairy Dips Nationwide PepsiCo named a 2007 Working Mother Best Company for Multicultural Women PepsiCo wins two awards Best Environmental/Wildlife Campaign and Best Cause Marketing Event -- at Fifth Annual Cause Marketing Halo Awards Frito-Lay teams up with the Make-A-Wish Foundation to help children with lifethreatening diseases Dunkin Donuts launches SoBe Energy Coolatta Pepsi wins Webby Award for its execution of the "Best Sports Website" PepsiCo and Pepsi Americas, Inc jointly acquire Sandora, a Leading Juice Company in Ukraine PepsiCo earns spot in Black Enterprise Magazines 40 Best Companies for Diversity Lays and Doritos Campaigns win Top PR Awards Doritos Crash the Super Bowl program Wins International Advertising Award at the International Advertising Festival

2006 Milestones Quaker Snacks Unveils Breakfast Cookies Doritos unveils new packaging, including an updated logo PepsiCo Launches Pepsi Limon in Peru PepsiCo Completes Acquisition of Stacy's Pita Chip Company Tropicana Now Offering OJ with Benecol PepsiCo Foodservice Partners With Cracker Barrel to Serve Up Fritos-Branded Menu Item PepsiCo Foodservice Pours Two New Account Wins: Famous Dave's of America and Roundtable Pizza Pepsi Celebrates 20th Consecutive Super Bowl With New Diet Pepsi Campaign North American Coffee Partnership Launches New Starbucks Beverages, Starbucks Iced Coffee, Starbucks Iced Coffee Light as well as Strawberries and Creme Frappuccino and Starbucks DoubleShot Light PepsiCo India re-launches Mirinda SoBe Launches New SoBe Life Water Cheetos kicks off the biggest marketing campaign in its history with "Undercover Chester," an integrated communications platform that asks consumers to help Chester Cheetah recover the stolen recipe for Cheetos

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In selected cities cross the United States, Pepsi distributes more than three million free cans of newly reformulated Diet Mountain Dew, marking the largest single-day sampling effort in company history Frito-Lay announces the launch of a new line of snack chips called Lay's Sensations and Tostitos Sensations Frito-Lay launches Tostitos Multigrain; new snack brings flavor of four wholesome grains to one of America's favorite tortilla chips Sam's Club teams with Aquafina to "Return the Warmth" to local communities through a national large-scale recycling program. The 50 communities to collect the most Aquafina bottles and deposit them at designated collection locations receive a $1,000 grant from Sam's Club in addition to an assortment of fleece jackets made from recycled plastic bottle material Lay's Introduces Hot 'n Spicy KC Masterpiece BBQ Potato Chips Grammy award winning artist Mariah Carey writes and records original ringtones for the Pepsi Cool Tones & Motorola Phones promotion. Rice-A-Roni introduces a new line of whole-grain side dishes Pepsi Joins Bipartisan Alliance, Adopts New School Policy to Promote Healthier Lifestyles for Elementary, Middle and High School Students Frito-Lay cuts saturated fat in Lay's, Ruffles by more than 50% with move to NuSun Sunflower Oil Pepsi unveils new Dole Sparklers and Sierra Mist Cranberry Splash PepsiCo announces that it will be the official, exclusive food and beverage partner of the highly anticipated Superman Returns film Starbucks and PepsiCo sign a distribution agreement for Ethos Water PepsiCo, the National Hockey League (NHL) and the National Hockey League Players' Association (NHLPA ) sign an exclusive multi-year beverage and snack deal PepsiCo, National Hockey League and National Hockey League Players Association sign multi-year deal, giving PepsiCo exclusive rights in the beverage, sports beverage, bottled water and snack categories. With this deal, Gatorade becomes the official sports drink of NHL. PepsiCo Mexico celebrates the official launch of the Vive Saludable program illustrating their commitment to promote healthy lifestyles for consumers and employees and together help reduce the risk of nutrition-related health problems, including obesity Diet Pepsi launches Jazz, a new line of zero-calorie colas available in rich flavors like Black Cherry French Vanilla and Strawberries & Cream PepsiCo introduces Ben & Jerrys Milkshakes, a rich, creamy drinkable treat in three classic flavors--Cherry Garcia, Chunky Monkey and Chocolate Fudge Brownie Tropicana debuts Tropicana Pure--a new line of 100% premium juices 34

PepsiCo is added to the Dow Jones Sustainability North America Index (DJSI) Quaker Oats debuts its new Quaker Oatmeal Crunch, warm oatmeal with the crunchy texture of cold cereal. Indra Nooyi named Chief Executive Officer of PepsiCo as of October 1, 2006 Frito-Lay debuts action cups Frito-Lay kicks of its nationwide rollout of Lays with 100% Pure Sunflower Oil Pepsi acquires IZZE beverage company Arbys names Pepsi-Cola as its Food and Beverage Supplier Award winner Golden Corral restaurants and Pepsi announce a multi-year agreement making Pepsi the chains preferred beverage supplier in all locations Grandmas Cookies releases 2 limited-edition fall favorites flavorsSpiced Molasses and Fall Fudge Chip Cold Stone Creamery announces a multi-year agreement making Pepsi its exclusive beverage supplier Frito-Lay North America signed agreement with the Alliance for a Healthier Generation for a new policy for selling our foods in schools Frito-Lay launches new Baked!Tostitos Scoops! Tortilla chips, with lower calorie and lower fat benefits Pepsi signs 5-year sponsorship renewal with Major League Baseball Properties making Pepsi the Official Soft Drink of Major League Baseball PBSG Parkwood and Frito-Lay headquarters associates raise more than $1.8 million dollars in the American Heart Association Walk PepsiCo announced intent to acquire Naked Juice Company Federal Trade Commission clears PepsiCo for Naked Juice Co. purchase PepsiCo announces it will acquire New Zealand snack company Bluebird Foods

2005 Milestones
Frito-Lay introduces Doritos Black Pepper Jack Diet Sierra Mist becomes Sierra Mist Free. SoBe Launches Sugar-Free No Fear. PepsiCo launches "Smart Spot" symbol in Canada Tropicana Teams With Weight Watchers to Offer Tropicana Light n Healthy as Part of 'Points' Program Pepsi Lime and Diet Pepsi Lime Launch Tropicana Twister Soda Launched in April

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The Fuddruckers restaurant chain signed a 7-year, 5.6 million gallon agreement with Pepsi-Cola North America to serve Pepsi products. Pepsi-Lipton Tea Partnership Announces New Lipton Original Iced Tea and New Lipton Iced Tea; Reformulated Ready-to-Drink Teas Hit Store Shelves Pepsi-Cola North America adds to its portfolio of Dole 100% juices Ruby Red Grapefruit as well as a new line of 50% juice beverages called Dole Lights. Gatorade introduces Gatorade Endurance Formula Pepsi-Cola North America announced it will add Splenda brand sweetener to a newly reformulated Pepsi ONE, creating a full-flavor cola taste with only one calorie. Frito-Lay Brings Wasabi Funyuns to Continental United States Quaker snack bars re-launched with new branding, packaging and advertising PepsiCo Celebrates 40th Anniversary PepsiCo International announced the appointment of Pioneer Foods, a leading South African food and beverage company, as its franchisee in the Republic of South Africa. Tropicana has launched 'Tropicana Sensations', a new line of premium fruit juices in Spain PepsiCo launches Quaker Milk Chillers Gatorade Partners with NFL to Educate High School Football Coaches on Proper Hydration During Practice Pepsi-Cola North America Launches Mountain Dew Pitch Black II Quaker Introduces Weight Control Instant Oatmeal Diet Pepsi Presents the NFL Rookie Challenge -- Winner Receives Superbowl Tickets for Life Tropicana Launches All Fruit Smoothies Pepsi is chosen as the exclusive beverage provider for Soup Kitchen International, Inc. and The Original SoupMan PepsiCo Donates $2 Million to Pakistan Earthquake Victims PepsiCo Launches New Samba Drink in Australia Pepsi-Cola North America Launches MDX Energy Soda Pepsi Partners with Harvey's, Swiss Chalet and Milestone's Restaurants PepsiCo "Twistos" Croutons Launched in Russia Gatorade Launches Propel Calcium - First Calcium-Enriched Fitness Water Frito-Lay Launches Quaker Oats in India Walkers to Launch New Beef Jerky Product in the U.K. under its Nobby's brand PepsiCo Health & Wellness Launches Everyday Smart Moves Magazine

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PepsiCo, Cindy Crawford and KaBOOM Build First Smart Spot Playground in Washington, D.C. Pepsi Latte Launches in Thailand Tropicana FruitWise Campaign Launches Mountain Dew Sponsored ESPN X Games Debut in the Middle East PepsiCo Launches Pepsi Cappuccino in Romania Quaker Launches Vanilla Yogurt Crunch Cereal Britvic Launches Pepsi Max Cino PepsiCo Launches HealthRoads Wellness Benefit for Associates and Their Families PepsiCos new Smart Spot program is featured as an example of the food industrys focus on health and wellness in todays edition of USA Today. Frito-Lay Launches Doritos and Cheetos Halloween Treat Multi-Sacks Frito-Lays 24-count Multi-Sack variety pack won the Institute of Packaging Professional's (IoPP) Integrity Award, one of the industrys top awards, at this years AmeriStar Packaging Awards. Frito-Lay Introduces Doritos Black Pepper Jack Diet Sierra Mist Becomes Sierra Mist Free Pepsi Bottling Group (PBG) PepsiCos biggest bottler bought Phil Gaudreault et Fils Ltee, a Quebec-based Pepsi bottler. SoBe Launches Sugar-Free No Fear PepsiCo Launches 'Smart Spot' Symbol in Canada Frito-Lay launches Doritos Edge and Tostitos Edge -- line extensions with 60% fewer carbohydrates. Gatorade introduces Gatorade Endurance Hydration Formula-- a specialized sports drink to meet the needs of endurance athletes. Frito-Lay introduces Quaker Chewy Cookies & Milk granola bars and Quaker Fruit & Oatmeal cereal bars. Frito-Lay Canada eliminates trans fats from chips and launches a line of All Natural and Organic products. Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar, carbohydrates and calories than regular cola. PepsiCo publishes first Corporate Citizenship report in its 2003 Annual Report.

2004 Milestones

2003 Milestones
Pepsi-Cola launches Sierra Mist nationally. PepsiCo launches "Get Active/Stay Active'' program. 37

Quaker Chewy introduces Quaker Chewy Wholesome Favorites and Quaker Chewy Trail Mix. Gatorade unveils In-Car Hydration System for NASCAR Drivers. SoBe sponsors U.S. Open Snowboarding Championships. Pepsi announces plans to launch Mt. Dew LiveWire, an orange drink, this summer. Pepsi-Cola signs an exclusive four-year sponsorship deal with the Canadian Hockey Association, making Pepsi the official soft drink. Pepsi announces four-year sponsorship agreement with the UK Football Association. Frito-Lay announces new line of snacks made with organic ingredients called Natural Snacks. Pepsi Stuff Campaign kicks-off in Canada. Frito-Lay finds winner of Would You Name Your Baby Horton search celebrating the re-birth of its Ruffles brand. The child will receive $50,000 college tuition fund from Frito-Lay. PepsiCo creates PepsiCo International, the business that will unite all international snack, beverage and food units in an effort to drive faster growth and improved profitability around the world. PepsiCo releases a Spanish-language "Power of One" television commercial starring Puerto Rican singer and actor, Ponce, and Velasquez, Mexican-American singer and actress. PepsiCola trademark turns 100 years old. Quaker rolls out new Oatmeal Breakfast Squares. Pepsi Vanilla is launched in the United States. Tropicana introduces Tropicana 100% Juice Blends. Pepsi unveils a new tagline: "Pepsi. It's the Cola." It is the brand's first major campaign shift since 1999 and highlights how Pepsi goes with everything from food to fun.

2002 Milestones
Frito-Lay introduces Go Snacks, canisters that truly go anywhere. Gatorade introduces new Gatorade ICE in three flavors- Orange, Lime and Strawberry. Tropicana Pure Premium announces sponsorship of Disney's award-winning show The Lion King. Tropicana Pure Premium introduces 14-oz. single-serve resealable bottle you can take with you for the on-the-go- consumers. Diet Pepsi has a new look. "Mr. Green," a green-tinted carbonated soft drink with caffeine and ginseng, is

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launched under SoBe's New Age beverage line in April. The North American Coffee Partnership (NACP), a joint venture between Starbucks Coffee Company and PepsiCo, Inc. introduces Starbucks DoubleShot. Quaker Oatmeal this year celebrates the 125th anniversary of the nation's numberone-choice for a nutritious, hot breakfast cereal. Gatorade turns 35. It was created in 1960s to help performance of Florida Gators football team and now is the leading sport drink. New line of Gatorade brand drinks, Xtremo, comes in three new flavors - Mango, Tropical and Citrico. PepsiCo and Kenneth Cooper, M.D., M.P.H., of Cooper Concepts Inc. (CCI), a division of the renowned Cooper Aerobics Center in Dallas, TX enter into an agreement to promote nutrition, fitness and wellness. Dole Beverages enters chilled orange juice business as it launches five new flavors and packages. Aquafina debuts new line of great-tasting enhanced waters. Aquafina Essentials target active, health-conscious adults in four lightly sweetened varieties including B-Power, Calcium+, Daily C and Multi-V in 20-oz. bottles. PepsiCo reorganizes to unite all North American beverage operations, including Pepsi-Cola, Tropicana and Gatorade, into one new division -- PepsiCo Beverages and Foods North America. PepsiCo announces $5 billion share repurchase program. Starbucks unveils white vanilla and coconut crme Frappuccino. Tropicana has new ad campaign for Tropicana Pure Premium Healthy Kids - TV spots designed to capture the essence of children's needs. Galaxy Nutritional Foods launches Ultra Smoothies made with Tropicana juices. PepsiCo publishes Health and Wellness Philosophy. (on pepsico.com) Frito-Lay announces it is eliminating trans fats from Doritos, Tostitos, and Cheetos. Frito-Lay announces plans to introduce Lay's Reduced Fat chips and Cheetos Reduced Fat snacks. Quaker's Nutrition for Women team has developed a Food Guide Pyramid for Women as well as an online nutritional assessment. Brand Pepsi has a new look. Beyonce Knowles has joined the Pepsi family and will collaborate with Pepsi two new TV commercials, radio, and Internet ads. PepsiCo introduces Marathon Kids, a program that encourages kids and their families to be more physically active. The program debuts in Dallas, TX. Tropicana introduces a new campaign with the tag line "So pure. So alive. Tropicana Pure Premium." Tropicana Pure Premium and Quaker Oatmeal launch the Heart and Soul Mates

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Support Network featuring nutrition tips, motivational messages and coaching advice, to help consumers turn healthy habits into life-long changes.

2001 Milestones
Pepsi-Cola Company launches Dole single-serve juices in vending machines, coolers and other retail outlets throughout the United States. Pepsi-Cola's flagship brand will have new tagline, "The Joy of Pepsi." Tropicana celebrates a company milestone - 300 billion fresh oranges squeezed since the company began making country's first ever mass distributed, not-fromconcentrate juice in 1947. Tropicana introduces Smoothies. A natural juice-based product, smoothies combine fruit juices and non-fat yogurt into a smooth, filling drink that delivers nutrition, taste and convenience. Pepsi-Cola launches the bold new Mountain Dew Code Red nationwide. It is Mountain Dew's first line extension since the introduction of Diet Mountain Dew in 1988. May 2 -The Board of Directors of PepsiCo, Inc. elected Steven S Reinemund chairman of the board and chief executive officer, succeeding Roger Enrico who will become vice chairman. The board also elected Indra K. Nooyi as a director and gave her the additional title of president of PepsiCo in addition to CFO. Frito-Lay introduces Lay's Bistro Gourmet potato chips. Pepsi-Cola Company introduces a "Pepsi Twist." Regular and diet versions of the crisp new cola with lemon are entering retail outlets in selected U.S. markets. SLAM, the orange brand Mirinda, is launched in Italy. PepsiCo acquires Tasali Foods, Saudi Arabia's leading snack company. On August 2, PepsiCo merges with The Quaker Oats Company, creating a $25 billion food and beverage company focused on the rapidly growing consumer demand for convenience. Tropicana Pure Premium Low Acid orange juice makes official debut at Tropicana 400. Diet Sierra Mist is Introduced.

2000 Milestones
Pepsi-Cola revives its "Pepsi Challenge" advertising campaign. Challenge includes Pepsi One and Diet Coke as well as regular cola. Pepsi-Cola teams up with Yahoo Inc., the biggest web navigation company, in a multimedia marketing campaign aimed at teens and young adults. Tropicana, in a joint venture with Galaxy Foods Co., will introduce an icy smoothie soy milk-and-fruit drink, made with juice, fruit puree along with soymilk and soy protein. Aquafina brand bottled water becomes the best-selling brand of single-serve bottled

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

1999 Milestones
Tropicana introduces two new calcium-fortified Pure Premium juices: Pure Premium Grovestand Calcium and Pure Premium Ruby Red Grapefruit Calcium. Pepsi launches "The Joy of Cola" advertising campaign. In March, The Pepsi Bottling Group, the world's largest Pepsi bottler, begins trading on the New York Stock Exchange. It is listed under the symbol PBG. The $2.3 billion public offering is among the biggest initial public offerings in stock market history. Steve Reinemund named president of PepsiCo. Hallie Eisenberg "Joy of Cola" commercials named #6 of "Fifty Greatest TV commercials of all time," by TV Guide. Lipton introduces Iced Tea Green Tea with Honey and Diet Peach. PepsiCo and Suntory Limited signed an agreement to create a joint venture linking bottling networks in North Carolina and New York. The new company, Pepsi Bottling Ventures, will be the third largest bottler in the Pepsi system. Tropicana juices are entering the huge India market for the first time. Spearheaded by Tropicana Asia Pacific, orange juice will appear in the New Delhi and Bangalore markets. Frito-Lay introduces a new corporate logo. Frito-Lay signs agreement with Oberto Sausage to be the exclusive distributor of the natural-style jerky.

1998 Milestones
Pepsi-Cola introduces two-liter plastic bottle with built-in "grip handle" that makes it easier to grip and pour." 41

PepsiCo Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces new look called the "Globe" which prominently features a 3dimensional Globe against a blue ice backdrop. Pepsi-Cola announces breakthrough product: Pepsi One, great-tasting, one-calorie cola is first in United States with newly FDA approved sweetener Sunett. Former Chairman and CEO Wayne Calloway dies on July 9th. He joined PepsiCo in 1967 becoming its Chairman and CEO in 1986. PepsiCo acquires Tropicana Products from Seagram Company Ltd., the biggest acquisition ever undertaken by PepsiCo. Tropicana was founded in 1947 by Anthony Rossi. Its major brand is Tropicana Pure Premium Juices. The Frito-Lay Company purchases Smith's Snackfood Company in Australia from United Biscuits Holdings, Inc. (Purchase completed on Aug. 26.) In November the PepsiCo Board of Directors authorizes the company to convert a significant portion of its $7 billion company-owned bottling operations, The Pepsi Bottling Group (PBG) into public ownership. PepsiCo signs groundbreaking 10-year agreement with the YMCA of the USA through which both Pepsi-Cola and Frito-Lay will develop national and local marketing programs to support the organization's many charitable efforts. Frito-Lay becomes the snack chip leader in South and Central America as it enters a joint venture with Empreseas Polar SA of Venezuela. Frito-Lay acquires Barcel, Chile's second-largest snack company. Frito-Lay acquires an expanded state in Tasty Foods Egypt. Pepsi and Frito-Lay media buying is consolidated. PepsiCo products contribute more than any other packaged goods company to the sales growth in U.S. supermarkets, mass merchandisers and chain drug stores. Tropicana Products, Inc. acquires Alimentos del Valle S.A., one of Spain's leading chilled juice and soup companies.

1997 Milestones
Pepsi-Cola introduces new advertising campaign with the theme "Generation Next." Pepsi-Cola North American bottling operations become a separate unit called The Pepsi-Cola Bottling Co. National roll-out of Aquafina bottled water. Frito-Lay announces plans to buy the 104-year-old snack, Cracker Jack, a candycoated mix of popcorn and peanuts from Borden Foods Corp. Pepsi-Cola kicks off the celebration of its 1998 100th Anniversary with first worldwide bottlers conference, held in Hawaii. The event is held during the same time as first bottler's conference.

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Frito-Lay introduces Doritos 3D's Tortilla Chips, a triangle-shaped chip.

1996 Milestones
Pepsi-Cola launches Pepsi World at http://www.pepsi.com "Pepsi Stuff" unveiled. Consumers save points for merchandise. PepsiCo stocks splits two-for-one. Pepsi-Cola domestic and international operations combined into Pepsi-Cola Company. International and domestic snack food operations combined into one business unit called Frito-Lay Company. Mountain Dew launches a massive beeper network called "The Mountain Dew Extreme Network." PepsiCo, Inc. and Lucasfilm Ltd. announce the largest promotional alliance in entertainment history, linking existing and future Star Wars series with PepsiCo beverage, snack foods and restaurant brands worldwide. Pepsi-Cola and MTV establish a partnership to develop international programming, cross promotions, marketing tie-ins and special events. Filming of the world's first commercial in space. Cosmonauts shoot a large blue Pepsi can in orbit outside the MIR Space station. International retail sales of Doritos brand tortilla chips exceed $250 million, global expansion nears 20 countries. PepsiCo announces plans to spin off its restaurant businesses as an independent publicly-traded company, sell its food distribution company and focus on its core beverage and snack food businesses. The spin-off is completed October 6, 1997. Shareholders receive one share in the new restaurant company, Tricon Global Restaurants, Inc., for every 10 shares they hold in PepsiCo, Inc. PepsiCo is now a $20 billion company with approximately 140,000 employees worldwide. Pepsi-Cola introduces "Nothing else is a Pepsi" theme line. Pepsi-Cola is top ad scorer in Super Bowl. Mountain Dew sponsors the Grammy Awards. Theme line is "Been There, Done That, Tried That." The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing "There's only one Original." Pepsi-Cola introduces Smooth Moos Smoothies, a line of low-fat dairy shakes. Roger Enrico succeeds Wayne Calloway as chief executive officer and chairman of the Board of Directors.

1995 Milestones
Pepsi-Cola introduces "Nothing else is a Pepsi" theme line. Pepsi-Cola is top ad scorer in Super Bowl.

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

1994 Milestones
Pepsi-Cola is first major soft drink maker to begin producing and distributing its product in Vietnam. Pepsi-Cola launches its sports drink All Sport. It is sold in 2001. Pepsi-Cola International acquires Indian company, its first big bottling plant in Bombay. Doritos is introduced to the United Kingdom, marking the creation of a new "global brand." Frito-Lay and K.C. Masterpiece Original Brand Barbecue Sauce launches Lay's Masterpiece brand Barbecue Flavor Potato Chips, marking the first time Lay's has entered into a co-branding agreement. PepsiCo and Starbucks form the North American Coffee Partnership to jointly develop ready-to-drink coffee beverages. Pepsi-Cola licenses the Citrus Hill trademark from The Procter & Gamble Co. to launch a line of fountain juices and drinks. China gets cheese-less Cheeotos, the first time a major snack-food brand will be produced in China for Chinese tastes. Reba McEntire becomes first celebrity to appear nationally on a Frito-Lay package. Frito-Lay nationally launches new baked Rold Gold Fat Free Thins Pretzels, the first fat free reduced sodium pretzel introduced by the company. Wake Forest University names its School of Business and Accountancy in honor of Wayne Calloway. PepsiCo sales reach $30.4 billion. There are 470,000 employees worldwide, making PepsiCo the third largest employer.

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1993 Milestones
Frito-Lay launches new Doritos brand Tortilla Thins. Within five months of launch, Tortilla Thins breaks into the ranks of the 10 largest-selling snack chips in the U.S. After a 27-year absence, Pepsi returns to Broadway with the lighting of a spectacular new neon sign in Times Square. Both PepsiCo beverages and snack food operating profits pass the $1 billion mark. Pepsi-Cola introduces freshness dating. Frito-Lay introduces Baked Tostitos brand Tortilla Chips. Pepsi introduces "The Cube," an innovative 24-can multipack, that satisfies growing consumer demand for convenient large size soft drink packaging. PepsiCo acquires East Side Mario's Restaurants Inc. It sells the 40 units in 1997. PepsiCo acquires D'Angelo Sandwich Shops chain, which is sold in 1997. Pepsi-Cola International introduces Pepsi Max, a soft drink with unique blend of sweeteners that delivers maximum cola taste in a no-sugar product. Frito-Lay nationally launches Wavy Lay's Original and Au Gratin flavors. Pepsi-Cola introduces Aquafina bottled water into test market.

1992 Milestones
PepsiCo purchases an equity interest in California Pizza Kitchen. It is sold in 1997. Pepsi-Cola introduces new "Gotta Have It" advertising theme and launches the "Gotta Have It" card. Frito-Lay and General Mills agree to merge snack food businesses in Europe. Frito-Lay introduces reformulation of Doritos brand Nacho Cheesier flavored tortilla chips. Frito-Lay presents network Lay's/Ruffles advertising -- the first in 10 years. Frito-Lay enlists George Foreman for Doritos advertising. Pepsi introduces new slogan "Be Young - Have Fun - Drink Pepsi." Pepsi-Cola begins distribution of Lipton's line of ready-to-drink teas nationwide.

1991 Milestones
PepsiCo acquires an equity interest in Wedel SA, the leading manufacturer of chocolate and confectionery in Poland Snacks now include operations in 23 countries. Pepsi-Cola introduces a new logo, its eighth in 93 years. Advertising features rap singer MC Hammer. Pepsi-Cola forms joint venture with Thomas J. Lipton Co. to develop and market tea-based drinks. Frito-Lay launches Sunchips, its first multigrain snack. 45

Frito-Lay introduces Chee tos Paws. Frito-Lay introduces Tostitos brand Restaurant-Style tortilla chips. Ray Charles teams up with the Uh-Huh Girls. The slogan for Diet Pepsi is modified to "You Got The Right One Baby, Uh-Huh!" PepsiCo purchases an equity position in Carts of Colorado, Inc., the leading manufacturer and marketer of mobile merchandising equipment. It is sold in 1995.

1990 Milestones
PepsiCo stock splits three-for-one. PepsiCo acquires a controlling interest in Gamesa, Mexico's largest cookie company. Frito-Lay advertising for Doritos brand tortilla chips features talk celebrity Jay Leno. PepsiCo signs the largest commercial trade agreement in history with the Soviet Union. PepsiCo profits exceed $1 billion for the first time.

1989 Milestones
PepsiCo acquires Walkers Crisps and Smith Crisps, two of the United Kingdom's leading snack food companies. PepsiCo acquires Smartfood ready-to-eat popcorn business. PepsiCo enters top 25 of Fortune 500 ranking with sales of $15.4 billion, it is number 23. The company has more than 300,000 employees.

1988 Milestones
Pepsi-Cola International enters a landmark joint venture agreement in India. Renewed accord with the Soviet Union extends PepsiCo trade relationships. Hostess Frito-Lay, a major new partnership in Canada, is formed with Hostess Foods in Canada. "Chase," a four-part Pepsi ad featuring Michael Jackson in his first-ever episodic commercial, airs during the Grammy awards and becomes the most-watched commercial in advertising history. Pepsi-Cola runs first paid advertisement on Soviet TV during "Pozner in America," a joint US-Soviet production. Worldwide retails sales of Doritos brand tortilla chips hit $1 billion. It is the world's largest selling snack chips brand. PepsiCo introduces SharePower Stock Option program for all employees, becoming the first large corporation to award stock options to virtually all full-time employees.

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1987 Milestones
"Mustang," a Diet Pepsi commercial, becomes the first ad ever to appear in a home video cassette. The cassette, "Top Gun," becomes the largest-selling video ever. Pepsi sponsors tours of major music stars, including Miami Sound Machine, David Bowie and Tina Turner. Frito-Lay pioneers the use of hand-held computers for marketing.

1986 Milestones
Wayne Calloway becomes chairman of the Board of Directors and chief executive officer in May when Donald M. Kendall retires. The corporation is reorganized and decentralized. Beverage operations are combined under PepsiCo Worldwide Beverages; snack food operations are combined under PepsiCo Worldwide Foods. Shareholders approve reincorporation of PepsiCo in North Carolina. PepsiCo stock splits three-for-one. PepsiCo purchases Kentucky Fried Chicken, the leader in the quick service chicken market. KFC was founded by Colonel Harland Sanders. Colonel Sanders began franchising the company in 1952. KFC is spun off along with Pizza Hut and Taco Bell businesses as Tricon Global Restaurants, Inc. in 1997. PepsiCo purchases Seven-Up International, the third largest franchise soft drink operation outside the United States. PepsiCo passes $10 billion in sales. PepsiCo is listed on the Tokyo stock exchange. Chester Cheetah makes his prime-time television debut for Frito-Lay with a fully animated commercial for Cheeotos cheese flavored snacks. "Dew it Country Cool, " becomes new slogan for Mountain Dew. Diet Pepsi gets a new logo. Pepsi-Cola acquires Mug Root Beer. Pepsi-Cola sponsors the first Western-produced consumer commercial in the Soviet Union, appearing during the Goodwill Games. PepsiCo Board of Directors visits the People's Republic of China to mark the opening of Pepsi's second bottling plant in China. Frito-Lay introduces Santitas brand restaurant style tortilla chips.

1985 Milestones
PepsiCo is now the largest company in the beverage industry. The company has revenues of more than $7.5 billion, more than 137,000 employees. Pepsi-Cola products are available in nearly 150 countries and territories around the world. Snack food operations are in 10 international markets.

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Frito-Lay expands into new headquarters in Plano, Texas. PepsiCo's first line of sweet snacks, Sonrics, is added in Mexico. The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle. Pepsi's successful "Entertainment Marketing" strategy is extended, with singers Lionel Richie and Tina Turner and actor Michael J. Fox, among others. Pepsi distributes products in China.

1984 Milestones
PepsiCo is restructured to focus on its three core businesses: soft drinks, snack foods and restaurants. Transportation and sporting goods businesses are sold. Wayne Calloway becomes president of PepsiCo. Diet Pepsi is reformulated with 100% NutraSweet. Slice and Diet Slice, the first major soft drinks with fruit juice, are introduced. Pepsi-Cola makes advertising history as Michael Jackson and his brothers usher in a new generation of Pepsi-Cola advertising in two of the most eagerly-awaited television commercials featuring music marketing. Pepsi becomes "The Choice of a New Generation." Herman W. Lay Award of Excellence established at Frito-Lay to recognize worldclass selling excellence.

1983 Milestones
The Bottler Hall of Fame is established to recognize the achievement and dedication of international bottlers. "Dew It to It," theme is incorporated to brand Mountain Dew.

1982 Milestones
Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are introduced. Inauguration of the first Pepsi-Cola operation in China.

1981 Milestones
PepsiCo passes $7 billion in sales. Tostitos brand crispy round tortilla chips are introduced by Frito-Lay. PepsiCo Fitness Center is completed; making PepsiCo one of the most advanced companies in the area of employee health and fitness. Frito-Lay begins nutritional labeling on a national basis. "Pepsi's got your taste for life!" is the new campaign. PepsiCo and China reach agreement to manufacture soft drinks, with production beginning in 1982. 48

PepsiCo launches PepsiCo Food Systems (PFS), its restaurant supply company. PFS is sold to AmeriServe in 1997. "Give me a Dew" succeeds the slogan "Reach for the Sun, Reach for a Mountain Dew."

1980 Milestones
PepsiCo Food Service International (PFSI) is formed to focus on overseas development of restaurants. PepsiCo now has 111,000 employees. First presentation of the international Donald M. Kendall Bottler-of-the-Year Award. Frito-Lay begins nationwide roll-out of Grandma's brand cookies. Garden designer Russell Page (1906-1985) begins to extend the gardens at PepsiCo. Pepsi is #1 in sales in take-home market.

1979 Milestones
Opening of PepsiCo Research and Technical Center in Valhalla, N.Y. PepsiCo reaches $5 billion in sales. PepsiCo's international snack food operations continue to grow. It is now larger than Frito-Lay at the time of its merger with Pepsi-Cola. Pepsi's new campaign, "Catch that Pepsi Spirit!" reflects the upbeat attitude of an increasingly positive America. "Hello Sunshine" campaign remains basically intact, theme line is changed to "Reach for the Sun, Reach for Mountain Dew." Pepsi introduces twelve-pack cans.

1978 Milestones
Taco Bell is acquired. Taco Bell was established in the mid 1960s by Glen Bell. It is spun off along with Pizza Hut and KFC businesses as Tricon Global Restaurants, Inc. in 1997. Later becomes YUM.

1977 Milestones
PepsiCo acquires Pizza Hut, Inc. Pizza Hut was founded in 1958 by Dan and Frank Carney. It is spun off along with Taco Bell and KFC businesses as Tricon Global Restaurants, Inc. in 1997. PepsiCo passes the $3 billion mark in sales. PepsiCo stock splits three-for-one.

1976 Milestones
The Pepsi Challenge, introduced in Dallas, Tex. in 1975, becomes a national campaign. Around the nation, consumers select Pepsi-Cola as the best tasting cola. 49

PepsiCo adopts Code of Worldwide Business Conduct. Pepsi-Cola becomes the single largest selling soft drink brand sold in U.S. supermarkets. Advertising campaign is "Have a Pepsi day!" "Puppies," becomes one of America's best-loved ads.

1975 Milestones
PepsiCo has 49,000 employees Pepsi Light, with a distinctive lemon taste, is introduced as an alternative to traditional diet colas. "Hello Sunshine" becomes the slogan for Mountain Dew.

1974 Milestones
PepsiCo sales pass the $2 billion mark. Pepsi-Cola becomes the first American consumer product to be produced, marketed and sold in the former Soviet Union.

1973 Milestones
Foods International, later called PepsiCo Foods International (PFI) and subsequently named Frito-Lay International, is established to market snack foods around the world. Individualism flourishes, Pepsi advertising picks up on the movement, plays it back as "Join the Pepsi people, feelin' free." The third Mountain Dew slogan appears "Put A Little Yahoo in Your Life."

1972 Milestones
Mountain Dew, acquired by Pepsi-Cola in 1964, switches its advertising and package graphics from hillbillies to action-oriented scenes. Sales climb and Mountain Dew will become one of the 10 best-selling soft drinks in the United States. Don Kendall announces agreement making Pepsi-Cola the first foreign product sold in the then U.S.S.R. PepsiCo is given exclusive rights to import Stolichnaya Russian vodka in the U.S.

1971 Milestones
PepsiCo Chief Executive Officer Donald M. Kendall assumes the position of chairman of the Board of Directors on the retirement of Herman W. Lay. Lay maintains an active role in the corporation until his death December 6, 1982. Andrall E. Pearson is appointed president of PepsiCo, a position he holds until his retirement in 1984.

1970 Milestones
PepsiCo sales pass the $1 billion mark. The company has 36,000 employees.

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PepsiCo moves from New York City to new world headquarters in Purchase, N.Y. The new corporate headquarters feature a building by one of America's foremost architects, Edward Durrell Stone (1902-1978), set on a campus of 144 acres amid an outdoor sculpture garden. Frito-Lay begins a program of expansion. Over the next decade, the company opens, on average, more than one new plant a year. W.C. Fritos is introduced as Frito-Lay's new advertising mascot. Wilson Sporting Goods, a top name in sports equipment, joins PepsiCo. It is divested in 1985. Pepsi introduces the industry's first two-liter bottle. Pepsi is the first company to respond to consumer preference with lightweight, recyclable, plastic bottles.

1969 Milestones
Bold, modern Pepsi-Cola packaging using red, white and blue is introduced. "You've got a lot to live, Pepsi's got a lot to give," becomes the advertising theme. Frito-Lay introduces Funyuns brand onion flavored snacks. Mountain Dew changes its slogan to "Get That Barefoot Feelin' Drinkin' Mountain Dew."

1968 Milestones
North American Van Lines (NAVL), a premier transportation company, joins PepsiCo. NAVL remains a strodng contributor to PepsiCo until it is divested in 1984.

1967 Milestones
Pepsi Generation advertising, "Come Alive! You're in the Pepsi Generation" campaign that named and claimed a whole generation (1963-67), introduces a new theme: "Taste that beats the others cold. Pepsi pours it on!"

1966 Milestones
Doritos brand tortilla chips are introduced. They are destined to become the most popular snack chip in the U.S. Pepsi enters Japan and Eastern Europe.

1965 Milestones
PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932. Herman Lay is chairman of the Board of Directors of the new company; Donald M.

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Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees. Major products of the new companies are: Pepsi-Cola Company - Pepsi-Cola (formulated in 1898), Diet Pepsi (1964) and Mountain Dew (introduced by Tip Corporation in 1948). Frito-Lay, Inc. - Fritos brand corn chips (created by Elmer Doolin in 1932), Lay's brand potato chips (created by Herman W. Lay in 1938), Cheeotos brand cheese flavored snacks (1948), Ruffles brand potato chips (1958) and Rold Gold brand pretzels (acquired 1961). Mountain Dew launches its first campaign "Yahoo Mountain Dew ... it'll tickle your innards."

3. HISTORY (INDIAN CONTEXT) Pepsi foods limited was declared by the Indian govt. in the September 1988 as joint venture of Pepsi co, Punjab govt. owned, Punjab agro industrial corporation (PAIC) and Voltas India limited. Before this project was cleared. Pepsi Co made an attempt to enter into teamed up with Agro product Export limited, a company owned by R.P. Goenka group, and sought permissions for the central govt. to import cola concentrate and to sell a Pepsi co brand of soft drink in the Indian market, in return for the export of juice concentrate from Punjab. Under this proposal the main objectives put forward by Pepsi cower to promote the development and export of Indian made agro-based products and to foster the introduction and development of Pepsi co products in India.

4. THE COMPANY In 1989, Pepsi co is in beverages, snacks foods, processed fruits extort and rice exports in India. The involvement is not restricted to a processing along, but also in selected high yield and disease free processing verities though a pioneer concept called CONTRACT FARMING. Under contract farming Pepsi co provides nurseries to the farmer with a commitment to buy back specified quantities at specified prices. Their contract forming technology provides them with a competitive advantage in ensuring availability of appropriate quantity of fruits and fixing upon competitive procurement prices.

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Needless to say, Pepsi co is stringent on quality assurance and good manufacturing facilities. Their established quality assurance system provides for product tractability as well in case of quality issue. State of art technology would be provided in the fields of food processing and soft drink manufacturing at no foreign exchange out flow. An agro-research center will be established by Pepsi co in consultation with ICAR and PAU.

5. SOFT DRINKS PRODUCED BY PEPSI INCLUDE (WORLD WIDE) AMP AQUAFINA WATER FRAPPUCCINO FRUITS WORKS LIPTON BRISK LIPTON ICED TEA MR. GREEN PEPSI CRYSTAL PEPSI(PRODUCED DURING THE YEAR 1992-93) DIET PEPSI DIET PEPSI VANILLA PEPSI BLUE(DURING WORLD CUP) PEPSI MAX PEPSI ONE PEPSI TWIST PEPSI VANILLA WILD CHERRY PEPSI PEPSI EDGHE

MOUNTAIN DEW( INCLUDING DIET, CAFFEINE FREE, CODE RED AND LIVE WIRE FLAVORS) MUG ROOT BEARD(INCLUDING DIET) SLICE SIERRA MIST PEPSI GOLD MIRANDA 7UP

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Pepsi Logos
The Pepsi logo has changed many times over the years. Here's a chronological history of the various logos.

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5) PEPSI COLA JINGLES (PUNCH LINES) DELICIOUS & HEALTHFUL TWICE AS MUCH AS NICKLE THE LIGHT REFRESHMENT BE SOCIABLE HAVE A PEPSI NOW ITS PEPSI FOR THOSE WHO THINK YOUNG TASTE THAT BEATS THE OTHERS COLD. PEPSI PUTS IT ON YOUVE GOT A LOT TO LIVE. PEPSIS LOT TO LIVE JOIN THE PEPSI PEOPLE FELLING FREE HAVE A PEPSI CATCH THAT PEPSI SPIRIT PEPSIS GOT YOUR TASTE FOR LIFE PEPSI NOW! TAKE THE CHALLENGE THE CHOICE OF NEW GENERATION GOTTA HAVE IT YEH DIL MANGE MORE AAHAA! NOTHING OFFICIAL ABOUT IT YEHI HAI RIGHT CHOICE BABY AAHAA!

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PEPSI! YEH PAYAS HAI BADI OYE BUBBLY

6) PROFILE OF RESPONDENTS The respondents particulars in filling up the questionnaire and for giving the positive response. The respondents are located in different age groups, different martial status, different income groups and different levels of occupation. The total no. of respondents was 100.

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57

Q1. Do you drink soft drinks regularly? 1) Yes 2)No

100 90 80 70 60 50 40 30 20 10 0 Series1 YES 93 7 NO 7 93

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Q2. Which flavor do you generally prefer? Cola Orange Lemon Others

Others 9%

Cola 33%

Lemon 37%

Orange 21%

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Q3.If Cola, which particular brand you like? Pepsi Thumsup Coco-cola

60

50

40

30 54

20

39

10 7 0 Series1 Pepsi 39 Thumsup 54 Coco-cola 7

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Q4. If Orange, which particular brand you like? Miranda Fanta

43% Mirinda Fanta 57%

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Q5. If Lemon, which particular brand you like? Dew Mirinda Limca 7up Sprite

35 30 25 20 15 Limca 10 5 0 Series1 Mirinda Dew 35 Mirinda 2 Limca 23 7up 21 Sprite 19 7up Sprite Dew

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Q6. Why do you prefer a particular brand? Taste More Gas Refreshing Advertisement

40 35 30 25 20 15 10 5 0 Taste More Gas Refreshing Advertisement 21 37 26 16

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Q7. On which occasions you normally have soft drinks? At Parties Cinema Hall School/Colleges

60 50 40 30 20 10 0 At Parties At Parties Cinema Hall Cinema Hall School/Colleges School/Colleges

52%

32%

16%

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Q8. Are you Brand loyal? Yes No

36%

64%

yes 64%

No 36%

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Q9. Do you prefer Pet bottles? Yes No

60 50 40 30 20 10 0 Yes No

Yes 57%

No 43%

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Q10. If yes, then why? Take away bottles Economical More capacity Reusable

45 40 35 30 25 20 15 10 5 0 Take away bottles Economical More capacity Reusable

Take away bottles

Economical

More capacity

Reusable

41%

30%

8%

21%

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SHARE OF PEPSI BRANDS IN COMPARISON TO COCOCOLA BRANDS Area under Shree Ganesha(Distributor)
PEPSI V/S COCO COLA/ THUMSUP

70

60

50

40

30

20

10

0 Pepsi coco cola/thumsup

Pepsi

coco cola/thumsup

39%

61%

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DEW V/S SPRITE

100 90 80 70 60 50 40 30 20 10 0 Dew Sprite

Dew 89%

Sprite 11%

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MIRINDA ORANGE V/S FANTA

Mirinda Orange v/s Fanta

59% 60% 50% 40% 30% 20% 10% 0% Miranda Orange Fanta 41%

Miranda orange 59%

Fanta 41%

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7UP/LEMON V/S LIMCA

90 80 70 60 50 40 30 20 10 0 7up/lemon limca

7up/lemon 17%

lemon 83%

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Slice v/s Mazza

54% 54% 52% 50% 48% 46% 44% 42% Slice Mazza 46%

Slice 46%

Mazza 54%

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AQUAFINA V/S KINLEY

100 90 80 70 60 50 40 30 20 10 0 Aquafina Kinley

Aquafina 87%

kinley 13%

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CONTENTS

1) SUMMARY OF FINIDINGS BRAND AWARENESS USAGE PATTERN BRAND TRIAL PLACE OF PURCHASE COMPARITIVE ANALYSIS

2) SUGGESTIONS

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CHAPTER NO. 5

SUMMARY OF FINDINGS AND SUGGESTIONS 1) SUMMARY OF FINDINGS The major findings of this study are listed below very briefly, according to the objectives of the study. BRAND AWARENESS The analysis of data, which was collected from the respondents, shows very clearly that 100% of the respondents were aware of all the brands. USAGE PATTERN Usage pattern of the consumers can be understood by explaining following findings: BRAND TRIAL Analysis shows that, 100% of the respondents tried Pepsi, Coke and Limca and 90% of the respondents have tried Thumsup and Mountain Dew, Fanta, Miranda orange, Miranda lemon, Sprite, Mazza, Slice and 7up were tried by72%. PLACE OF PURCHASE Analysis shows that most of the respondents were purchasing brand of soft drinks from retail shop than college and office canteen, than restaurants and than departmental store. COMPARITIVEANALYSIS Comparative analysis has been done on the basis of : The attributes of the soft drinks. The attribute package of the soft drink. The easy availability of the soft drink. The most effective advertisement of the soft drink.

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SUGGESTIONS Following few suggestions are made based on findings: Pepsis most popular brand Mountain Dew is doing very good in the market but according to respondents it has only one backdrop i.e., its sugar content and less thrilling taste. Pepsi should try to lesson the contents in it lemon flavor. Most of the respondents surveyed had only this complaint from Pepsi. Pepsi should look forward towards Mass promotion or more promotional campaigns for its Miranda Lemon, as they lack availability and awareness in the market. It is always advisable that Pepsi should concentrate more for its sales promotion techniques, like point of purchase, coupons, free offers, prizes in bottle crowns and caps etc. because most of the respondents i.e. most of the consumers purchase their brand of soft drinks from retail shops. Retail shops are very convenient for the consumers to purchase their brand of soft drink, as they are comparatively large in number. It is always suggestive that company should ensure proper availability of 200ml bottle of soft drink in the market, as 200ml is fast moving bottle in the market available at every retail outlet especially at every turnout shop, shops on the Highway, near Colleges and school and offices. Pepsi co has to strengthen and upgrades its distribution channel in order to ensure better and easy availability of all its brands . The distribution should be never lesser than demand. This causes consumer to shift his/her brand. It is always ad visible foe the company to provide such flavors, which could compete with coco-cola flavors Limca and Thumsup. As the company has already introduced Mountain Dew (which is giving hard competition to coco-cola), still it is very essential to face the competition, which exists in the presence soft drink.

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QUESTIONNAIRE Name of Respondent _______________________ Address & Landmark _______________________ TelephoneNo.

Sex

Which age group do you belong to? Less than 20 years

20.24 Years 25.29 Years 30-34 years 35-39 Years 1 2 3 4 5 TERMINATE

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Q1 Do you drink soft drinks regularly? 1. Yes ( ) 2. No ()

Q2. Which flavour do you generally prefer? 1. Cola ( ) 2. Orange ( ) 3. Lemon ( ) 4. Others ( )

Q3. If Cola, which particular brand you like? 1. Pepsi ( ) 2. Thumsup ( ) 3. Coco cola

Q4. If Orange, which particular brand you like? 1. Mirinda ( ) 2. Fanta ( )

Q5. If Lemon, which particular brand you like? 1. Dew ( ) 2. Mirinda ( ) 3. Limca ( ) 4. 7up ( ) 5. Sprite ( ) Q6. Why do you prefer a particular brand? 1. Taste ( ) 2. More Gas ( ) 3. Refreshing ( ) 4 Advertisement ( )

Q7 On which occasion you normally have soft drinks? 1. At parties ( ) 2. Cinema Halls ( ) Q8. Are you Brand loyal? 1. Yes ( ) 2. No ( ) 3. School/ Colleges ( )

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Q9. Do you prefer Pet bottles? 1. Yes ( ) Q10. If yes, then why? 1. Take away bottles ( ) 2. Economical ( ) 3. More capacity ( ) 4. Reusable ( ) Q11. Do you have any suggestions? . .. 2. No ( )

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THE MATERIAL EMBIBED IN THIS PROJECT IS TRUE AND FAIR.

MATERIAL COLLECTED BY-

The help of Organization Manager and staff members. The help of websites like:
www.pepsico.com www.jaibeverages.com www.hindubusinessline.com www.just-drinks.com

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