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Submitted by: Akash Jain MBA 2ND SEM SEC: C

A Report On Product Analysis of Pepsico By Akash Jain

Faculty Guide Ms AparajitaDasguptaAmist

Industry Guide Ms Divya Francis (ADE-Varun Beverages ltd)

DECLARATION This dissertation report on Product Analysis of Pepsico is submitted to Amity University for the partial fulfillment of the requirement for the award of degree of MBA. . I hereby declare that this dissertation report is a record of original research work done by me during January to April , under the the guidance of my academic mentor Ms AparajitaDasguptaAmist I confirm that this dissertation report does not contain any information of a confidential nature or include personal information other than which would normally be in public domain for which relevant have been obtained.

Akash Kumar Jain A30101912109 MBA 2012- 2014


This is to certify that the dissertation work done on Product Analysis of Pepsico submitted to Amity Global Business School, NOIDA By Akash Jain in partial fulfillment of the requirement for the award of Degree of MBA is a bonafiede work carried out by him under my Supervision and guidance . This work has not been submitted anywhere Else for other degree/ diploma..



It is not a single mans effort which is sufficient for the accomplishment of a Research. Various factors, situations and persons integrate to provide the background for accomplishment of a task requires the effort of so many people and the work is not different. I acknowledge here the names of those people who have been instrumental in preparation of their Research. DivyaFrancis(ADE- Jaipur) Varun Beverages Ltd, for her guidance and constant support in the successful completion of my project. I would also like to thank the entire team of Varun Beverages Ltd for the constant support and help in the successful completion of my project. I am sincerely in debited to Ms AparajitaDasguptafor her valuable suggestion and inspiration to under this study and her unstilted help which she give for the completion of this Research.

Akash Jain


This project has been undertaken in the partial fulfilment of our internship require during the pursuance of MBA from amity global business school sec 125 Noida. Practical INTERNSHIP is an essential part of every professional program. It is very helpful in proving knowledge for the practical aspects of academic studies.

In the project, title Product Analysis of Pepsico the area covered includes the presence of pepsi product in Jaipur region,

It has been my endeavor to bring out the procedure regarding efficient collection of information, its presentation and also the decision making process arising theyre from.






PepsiCo is a world leader in a convenient food and beverages in 2007, with revenues of more than & 32 billion and more than 1, 57, 000 employees. The company consists of Frito-lay North America PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sell sand the retail level of about & 85 billion. PepsiCo is the worlds premier consumer Products Company focused on convenient foods and beverages. PepsiCo is India produces healthy financial rewards to investors as it provides opportunities for growth and enrichment to employees, business partners and the communities in which it operate. The project was undertaken under the guidelines of Jaipur, Varun beverages limited, an franchise of PepsiCo limited to survey the market presence of pepsi products in order to know the problems faced by distributors and the retailers and to recommend the company how to solve these problems.


Various Objectives for conducting the research and analysis are listed as under : 1. The survey was done to find out the present status of PEPSI in the retail outlets.

2. To find the receptivity of the brand among the retailers and consumers particularly of eating and drinking, grocery store, and convenience shops.

3. To study of distribution and marketing strategy of pepsi, the major competitor in this category.

4. To collect data about the retailers that can be used for activating new channels and merchandising opportunities.

5. To find out wavs to increase the sales of the new launches in different places

6. Finally to draw the various conclusion and recommendations on the basis of the study conducted on specifically taking to consideration the services, advertising and marketing strategies of the Bank.

7. To know the organization

8. Understanding need of customer.



As the title of the project suggests that this researchinvolved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the Pepsi products are established in the market

The methodology adopted in conducting this survey was quite simple. First there was collection of data from various sources including personal interview. Then after scanning and properly analysing and interpreting the information available on hand, a final report was prepared.

This research provides the organization with following figures and data Through this study company can know about its growth. This study will also help to the company to know about their new concepts position in the market. This study will also help to the company to know about its promotional activities. Through this study company will know about the availability of its products in the market.


Data is collected from primary as well as secondary source. For primary data customer were personally intervened and for secondary data. Annual report, journals, internet and personal interview.

The methodology adopted in conducting this survey was quite simple. First there was collection of data from various sources including personal interview. Then after scanning and properly analyzing and interpreting the information available on hand, a final report was prepared.

1.PRIMARY DATA: Primary data was collected from the sample by a self-administered questionnaire in presence of the interviewer.

2.SECONDARY DATA: The chief sources of secondary data were magazines, newspaper, journals etc.



THERE ARE TWO TYPE OF DATA 1. Primary data 2. Secondary data

1.PRIMARYDATA:Primary data was collected from the sample by a self-administered questionnaire in presence of the interviewer. Primary data can be collected by three methods. (a) Observati (b) experiment (c) Survey

But there, only surveys method of data collection is preferred which is very suitable to reach the researcher motto.

CHANNEL Which types of outlet is this E&D (Eating & Drinking), GROCERY,or CONVENIENCE? E&D Like restaurant must have 5 tables with chairs. GROCERY Like general store. CONVENIENCE


Like Pan Shop

Selected instrument for Data Collection for Survey is Questionnaire

Area of surveys: The survey was conducted in different location of Jaipur (vaishali, nirmannagar) Sampling Plan: Sampling plan consists of:Sampling unit: The retailer of grocery shop, general store, retail shop, was selected from different place. Sampling size: 20 0utlet. Sampling procedure: Simple random sampling procedure was followed

Sampling method: Data were collect by retailer survey. The retailer is directly contacted and interviewed at there retail counter.

(2) Secondary data collection: As secondary data were not available with shopkeepers as wall as stockiest, so these were collected from Internet, journals, Magazine and newspaper etc.



Type of Research: -Descriptive research Descriptive research is also called Statistical Research. The main goalof this type of research is to describe the data and characteristicsabout what is being studied. The idea behind this type of research isto study frequencies, averages, and other statistical calculations.Although this research is highly accurate, it does not gather thecauses behind a situation.The regular interaction with the Customers and the Line Managersrevealed about the various strategies involved in performing businessactivities and gathering data using various techniques and softwareapplications

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.


The survey is conducted among 200 respondents.

Simple statistical tools have been used in the present study to analyze and interpret the data collected from the field. The study has used percentile method and the data are presented in the form of diagrams.


Scope of the study for PEPSI , by this study, the company will come to know: Through this study company can know about its growth.

This study will also help to the company to know about their new concepts position in the market.

This study will also help to the company to know about its promotional activities.

Through this study company will know about the availability of its products in the market.



The study could not be made that comprehensive due to time constraints. Some customers feel uncomfortable to reveal some personal information relating to income etc. it might have happened that some more essential information could have been collected.

Time constraint.

Biases and non-cooperation of the respondents.

Geographical selectivity in study limiting to Jaipur city only.

People are not interested in giving personal opinion.




Beverage industry is one of the fast growing industries in India .it can be divided into two sections i.e. carbonated and non-carbonated. The carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. Marketing includes all the activities like promotion, distribution, advertising etc. To full fill all the segments of consumers. Marketing is alsot o convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. it is also requirement for the company to improve their service and product quality for achieving their ultimate goal. As far as the soft drink market is concerned, it is facing the cutthroat competition because of the availability of a large number of indirect as well as direct competitors. Single company offers the soft drink to the market in different taste and flavours. In this industry entire range of flavorsare produced by other competitors also. More often it becomesimpossible to differentiate betwe en the same flavors of two differentbrands, when served in plane container, range also. All these factorstogether make the situation complicated. besides both correspondingbrands have the similar price


Critical Review Of Literature


In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to form PepsiCo, Inc., one of the greatest consumer products companies in the world

In 1973, the company Ivi-Panagopoulos acquired the exclusive right to manufacture, sell and distribute Pepsi-Cola in Greece.

In 1989, the company Ivi-Panagopoulos was acquired by PepsiCo and changed its name to: PepsiCo-Ivi.


In 1998, PepsiCo separated its powerful, extensive bottling system into an independent operating company, The Pepsi Bottling Group.

In 1999, PepsiCo-Ivi became part of the newly founded Pepsi Bottling Group (PBG)

. In 2010, after the merger of PepsiCo with PBG, PepsiCo-Ivi is a part of the PepsiCo group of companies once again.


Awards & Recognition

PepsiCo is a global food and beverage leader. Below is a sampling of recent awards that recognize our company in areas including business performance, diversity and inclusion and Performance with Purpose. General 2013: PepsiCo received a score of 6.94 and ranked #37 among the Top 50 companies on Fortunes 2013 Worlds Most Admired Companies list. PepsiCo also ranked #3 in the Consumer Food Products industry sub-list 2013: PepsiCo was included in Ethispheres 2013 Worlds Most Ethical Companies. 2013 marks PepsiCos seventh year on this list 2012: PepsiCo ranked #9 on Reputation Institutes Americas Most Reputable Companies list, with a score of 77.6. On Reputation Institutes Worlds Most Reputable Companies list, the company ranked #84, with a score of 68.11 Best Places to Work / Diversity & Inclusion 2013: PepsiCo was recognized as a Top Employer in Europe for the third year running by the CRF Institute 2013: PepsiCo was recognized by Working Mothers Best Companies for Multicultural Women 2012: PepsiCo ranked #18 on Hispanic Business 2012 Best Companies for Diversity 2012: PepsiCo ranked #29 on the 2012 LatinaStyle 50 list. 2012: PepsiCo was selected as one of Black Enterprises 40 Best Companies for Diversity 2012: PepsiCo ranked among GIJobs.coms 2012 Top 25 Military Employers


2012: PepsiCo received a perfect score on Human Rights Campaigns Corporate Equality Index for LGBT employees and their families 2012: PepsiCo was recognized by Best Places to Works World's Best Multinational Workplaces Performance with Purpose (Environmental, Talent and Human Sustainability) 2013: PepsiCo was included in the Corporate Responsibility Magazines 100 Best Corporate Citizens list. In 2012, PepsiCo ranked #22 in the list 2012: PepsiCo was recognized by the Dow Jones Sustainability Index (DJSI) and the Carbon Disclosure Project (CDP). PepsiCo has been named a member of the Dow Jones Sustainability North America Index seven times and the World Index six times 2012: On Newsweeks Green Rankings, Pepsi ranked #176 among 500 U.S. companies and #297 among 500 global companies. Its rank within the Food, Beverage and Tobacco industry sector was #3 in the U.S. and #8 globally 2012: PepsiCo ranked #16 globally among the Hay Groups 2012 Top 20 Best Companies for Leadership 2012: PepsiCo ranked #7 among Chief Executive Magazine's Best Companies for Leaders Business Performance 2012: PepsiCo ranked #2 among the top ten carbonated soft drinks (CSD) companies on Beverage Digests CSD rankings 2012: PepsiCo ranked #41 on the Fortune 500 list 2012: The Pepsi brand ranked as the #22 Best Global Brand on the Interbrand Worlds Best Global Brands. Pepsi has been among the top 25 ranked brands since 2003



Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon, oranges are carbonated drinks while mango drinks comc under non carbonatedcategory.The soft drinks market till early 90s was in hands of domestic players like Campa, Thumps Up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control. While world wide Coke is the leader in carbonated drinks market in India it is Pepsi which scores over Coke but this difference is fast decreasing (Courtesy huge ad-spending by both the players). Pepsi entered Indian market in 1991, Coke re-entered (After they were thrown out in 1977, by the then central government) in 1993. Pepsi has been targeting its products towards youth and it has struck right chord with the market and the sales have been doing well by sticking to this youth bandwagon. Coke on the other hand struggled initially in establishing itself in the market. In a span of 7 years of its operations in the country, it changed its CEO four times but finally they seem to have st311edunderstanding the pulse of Indian consumers. Soft drinks are available in glass bottles, aluminum Cans and PET bottles for home consumptions. Fountains also dispense them in disposable containers.


history of soft drink in india

India is a potentially one of the largest consumer market in the world.Soft drink is a typical product, which quenches thirst and also used for refreshment. In old days people used to quench their thirst by taking water, Jaljeera, Lassi, Sharbat, Ganna Juice elc. whichslill prevailing in the market. But as the people require more advance and efficient drink, so there felt a need for more sophisticated means of satisfying thirst, which ultimately gave to the production of modern soft drink. A soft drink is a non alcoholic beverage. It is artificially flavored drink, which contains no fruit juice or pulp. Introduction of soft drink in the name of COCA-COLA was first created in 1886 in USA.Dr. John S. Perfector perfected the formula of Coca-Cola. The parle came up by introducing Gold Spot in orange tlavor. It was really (1challenging task for parle to position i. e Gold Spot in the market against Coca-Cola, because using foreign brands habituated people. So first of all, it was launched in Bombay and free sampling was done in hotels, restaurant, offices and clubs to make people aware about the taste and quality because it was quite different from Coca-Cola in these two attribute. After a tedious effort of about 20 years, it succeeded in establishing its separate identity. Thus CocaCola was the first foreign brand introduced in India during 1965and the first Indian brand soft drink was Gold Spot launch in the later part of 1940s. During the rule of Janta Party at center in 1978, the Indian government cancelled collaboration with USAs Coca-Cola company anDas result Coca-Cola winded up its operation in India. Now Indian market was open for various cold drinks. Several companies came forward pushing the different brands in the market. Parle introduced Thums Up. Pure drink of Delhi introduced Campa-Cola along with Campa Orange and Campa-Cola. Modern bakeries introduced double seven.MohanMeaking came up with Marry and Pick Up and MC.Dowell came up with thrill, Rush sprint in Indian market. umpin (Godrej) and treeto (Li pton) entered with tetra pack and started grabbing the market in the absence of Coca-Cola.


In 1991,a multinational company globally known as P.C. 1. (Pepsi Cola International) entered the Indian market with the name P.F.L. (Pepsi Food ed). Its president Christopher found a large scope for their soft drink in India. Both PFL and Parle were the two main bottlers in the soft drink arena. There was a cut throat competition between them.1993, Coca-Cola re-entered into the Indian market and acquired five brands of parlei.eThums !Up, Limca, Citra, Maza and Gold-Spot. Thus in India, Coca-Cola has become the close rival of Pepsi Foods Limited (PFL). They are fighting each other to gain a clear edge over the other. A present, Pepsi Foods Limited has 44 bottling plants while Coca-Cola has 62 bottling plants. The total money invested by Pepsi Foods Ltd. is 500 million dollars while Coca-Cola has invested 800 million dollars in India. The Indian soft drink market was growing at an encouraging 16% per annum which augured well for both the companies.



PepsiCo is a world leader in convenient snacks, foods and beverages,withrevenues of more than $39 billion and over 185,000 employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCoAmericas Beverages (PAB) and PepsiCo International (PI).PAF includes Frito-Lay North America, Quaker Foods North America and allLatin America food and snack businesses, including Sabritas and Gamesabusinesses in Mexico. PAB includes PepsiCo Beverages North America and allLatin American beverage businesses. PI includes all PepsiCo businesses in theUnited Kingdom, Europe, Asia, Middle East and Africa. PepsiCo brands areavailable in nearly 200 countries and generate sales at the retail level of more than $98 billion In 1965, PepsiCo, Inc was 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 twocompanies. Caleb Bradham, a New Bern, N.C. pharmacist, created Pepsi-Cola inthe late 1890s. No single foreign investment project has been the center of much attention andcontroversy in the late 1980s and early 1990s as the Pepsi Co project in India. The project, Pepsi Foods Limited, was cleared by the Indian government in September 1988 as a joint venture of Pepsi Co, Punjab government-owned Punjab AgroIndustrial Corporation (PAIC) and Voltas India Limited. Before this project wascleared, PepsiCo made an attempt to enter into India as early as in May 1985, whenit teamed up with Agro Product Export Ltd., a company owned by R. P. Goenkagroup, and sought permission from the central government to import colaconcentrate and to sell a PepsiCo brand soft drink in the Indian market, in returnfor the export of juice concentrate from Punjab. Under this proposal, the mainobjectives put forward by PepsiCo were 'to promote the development and export of


Indian made and agro-based products and to foster the introduction anddevelopment of PepsiCo products in India'. This proposal which was submitted tothe Secretary at Ministry of Industrial Development received rejections on thegrounds that the import of concentrate could not be agreed to and the use of foreign brand names as domestic tariff area (DTA) was not allowed. Nevertheless, taking advantage of the ongoing political problem in Punjab at thattime, PepsiCo successfully played the 'Punjab Card' and again put forward a proposal in 1986 with stress more on diversification of Punjab agriculture andemployment generation rather than on soft drinks. The proponents of project calledit as a second 'Green Revolution' in Punjab and projected it as harbinger of ahorticultural revolution, which would end stagnation in Punjab's rural sector andwould help in promoting small and middle farmers. A strong argument was put

Some of PepsiCo's brand names are more than 100-years-old, but thecorporation is relatively young. PepsiCo was founded in 1965 through themerger of Pepsi-Cola and FritoLay. Tropicana was acquired in 1998 andPepsiCo merged with The Quaker Oats Company, including Gatorade, in2001.PepsiCo offers product choices to meet a broad variety of needs andpreference -from fun-for-you items to product choices that contribute tohealthier lifestyles.PepsiCos mission is To be the world's premier consumer productscompany focused on convenient foods and beverages. We seek to producehealthy financial rewards to investors as we provide opportunities for growthand enrichment to our employees, our business partners and thecommunities in which we operate. And in everything we do, we strive forhonesty, fairness and integrity. PepsiCo World Headquarters is located in Purchase, New York,approximately 45 minutes from New York City. The sevenbuildingheadquarters complex was designed by Edward Durrell Stone, one of A merica's foremost architects. The building occupies 10 acres of a 144-acrecomplex that includes the Donald M. Kendall Sculpture Gardens, a world-acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art,


HISTORY OF PEPSI In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense." Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then cameWorld War I, and the cost of doing business increased


drastically. Sugar prices see sawed between record highs and disastrous

was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression.


history of pepsi in india

As an MNC on the globe, Pepsi Foods Ltd. is one of the largest soft drink company at the world with its head quarter in New York. Pepsi entered in the Indian soft drink market in 1988 and began its production in May, 1990 and soon it was giving the local contenders the run for their market. It came out with dazzling marketing innovation that rocked the cola market line selling the product through functional Pepsi outlets. Pepsi success in creating a brand almost from scratch. In India it is the stuff that marketing case studies are made given the problems of doing over advai1tage it entered before coke returned was considerable reduced by the onerous export obligation slapped on the company. Yet right from the beginning Pepsi demonstrated a far more focused approach while it entered The market like any other MNC, it was quick to adopt. It realize that consumer particularly the youth to whom it consciously reached out would identify better with a brand that they see as global yet India Pepsi was built as desi brand. Hence its deliberate attempt to build ad-campaign using the popular Hinglish, in the process slogans like yehihai right choice baby Aha and yehdil mange more become a part of indias popular consciousness. When Pepsi lost the bidding battle to sponsor a cricket tournament to coke, the loss was turned into a triumph with the catch line Nothing official about it. Two, it cashed in on the untapped consumer aspiration in smaller towns, tehsils head quarters and hinter-land of metropolitan cities. Three, it showed a rare ability to not only survive, but grow through Indias tortuous policy twist and turns which threw many other MNCs offbalance. And four its top management teams did not suffer from frequent changes seen at rivals, Coke consequently it was able to pursue it chosen policy with for greater zeal and dedication. Unlike Coke which paid enormous prices to buy established local brands. Pepsi brought it own stuff over and pushed those aggressively wittl dealers, retailers and consumer. Right now, it can bark in its outstanding success inbuil, dinga brand that has become synonymous with soft drinks across the length and breadth of the country


Leadership through Performance with Purpose

PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and fastest growing food and beverage businesses in the country. PepsiCo Indias growth has been guided by PepsiCos global vision of Performance with Purpose. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders, including the communities in which they operate, the consumers they serve and the environment whose resources they use. One of the largest food and beverage businesses in India: PepsiCo Indias diverse portfolio includes iconic brands like Pepsi, Lays, Kurkure, Tropicana 100%, Gatorade and Quaker. PepsiCo India has not only grown to become one of the countrys largest food and beverage businesses but has also become a powerful and consistent driver of PepsiCos global growth. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household names trusted across the country. A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCos portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lays baked range and Lehar Iron Chusti fortified extruded snack with superior quality iron & B-vitamins. Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 24,000 happy farmers across nine states. More than 45 percent of these are small and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy back of their produce at preagreed prices, quality seeds, extension services, disease control packages, bank loans, weather insurance, and the latest technological practices.


Global leader in water conservation: In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve Positive Water Balance in the beverage world, a fact verified by Deloitte Touch Tohmatsu India Pvt. Ltd and has been Water Positive since then. The company made this possible through innovative irrigation practices like direct seeding, water recharging, and by reducing the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for water conservation. Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30 percent of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging initiatives and efficient waste management help reduce load on the environment. PepsiCo Indias award-winning Waste to Wealth recycling program reaches 465,000 families. Exemplary employment practices: PepsiCo India presently employs 6,400 people and provides indirect employment to almost 2,00,000 people. The company believes in providing employment and growth opportunities to local talent. Its College of Leadership, ensures early identification of talent, and employees focused development through critical experiences. The company emphasizes Winning with Diversity and Inclusion and has a significant number of women in the leadership team in India. PepsiCo India has won the prestigious Hellen Keller Award from the National Centre for Promotion of Employment for Disabled People (NCPEDP)


Products and Services

Non-alcoholic soft drink beverage market can be divided into fruit drinks and softdrinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks comeunder non-carbonated category. The soft drinks market till early 1990s was inhands of domestic players like campa, thumps up, Limca etc but with opening upof economy and coming of MNC players Pepsi and Coke the market has cometotally under their control. While worldwide Coke is the leader in carbonateddrinks market in India it is Pepsi which scores over Coke but this difference is fastdecreasing (courtesy huge ad-spending by both the players). Pepsi entered Indianmarket in 1991 coke re-entered (After they were thrown out in 1977, by the thencentral government) in 1993.Carbonated soft drinks major Pepsi India is now putting together a cocktail totake a bigger slice of the fruit juice market. Close on the heels of the launch of


itsgloballemon drink Twist in an Indian avatar as Pepsi Aha, Pepsi, once again, is allset to roll out another global productin a localized version. Come June 2002, andPepsi will roll out the blends of its international fruit drink Twister in the country,albeit, with a difference. In India, Twister blends will be launched as mixed fruitcocktails under Pepsis existing juice brand Slice. Pepsi spokesperson, whencontacted, confirmed the launch but said the products will be launched on anexperimental basis for three to four months beginning June 2002. However,confirmed sources said that the product has been test-launched and is ready for aformal launch in June. Globally, the proposed Slice fruit blends exist under Twister brand and are available in over 10 flavors and in various packaging options.However, in India, while the blends will be decided as per local tastes and as per the availability of fruit pulp, packaging will be restricted to cartons only. Amongthe four to five flavors planned, strawberry-peach and kiwi-guava are some of them. However, the new product could be priced a little higher than Slice sinceTwisteroriginallyis believed to have more than 15 per cent juice content.Slice, on the other hand, is a 15 per cent juice drink positioned at the massend;against the 100 per cent fruit juice Tropicana, which is at the top-end. Pepsisdecision to launch Twister flavors as Slice variants rather than the original branditself follows the companys decision to make Slice the mother juice brand inIndia


There are Eight brands of Pepsi in India and they are differ in taste, flavor and also in their colours.

1. PEPSIPepsi is considered to be cold drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue.


Mainly preferred by youngster & kids

2. MIRINDA Mirinda is considered to be lemony in taste, and comes under the light drink. Mirinda Common Drink.

3.7UP7up is a good product at Pepsi and contains at lemon flavor. 7up Youngester

4.MOUNTAIN DEW Mountain dew is also consider to be a cold drink. It is light comperision to pepsi. It is preferred by all section of consumer but especially to teen-age. It is big source of company to cash its publicity Mountain dew Youngester


5.SLICE SLICE MANGO, in slice cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women. Slice Basically preferred by Ladies & kids.

6.Tropicana In Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink. Tropicana Basically preferred by Ladies & kids.

7.Eversses Soda This is soda drink. It has no colour and no flavor. It is generally used with alcohol and used by adults. Eversses Soda Mostly those who consume liquor.

8.Aquafina water It is mineral water. Aquafina Mostly preferred by traveller


Key group companies

The Latin Americas Beverage business features a powerful suite of powerhouse brands and distinct products tailored for the market. Gatoradeoutsells the nearest competitor more than five to one and, in Sao Paulo---7UPH2Oh! --- a lightly carbonated, is dominating the competition in its leadmarket. PepsiCo Americas Foods


PepsiCo's snack food operations had their start in1932 when two separate events took place. In San Antonio, Texas, ElmerDoolin bought the recipe for an unknown food product a corn chip andstarted an entirely new industry. The product was Fritos brand corn chips,and his firm became the Frito Company. That same year in Nashville, Tennessee, Herman W. Lay started abusiness distributing potato chips. Mr. Lay later bought the company thatsupplied him with product and changed its name to H.W. Lay Company. TheFrito Company and H.W. Lay Company merged in 1961 to become Frito-Lay,Inc. ajor Frito-Lay products include Lays potato chips, Doritos flavoredtortilla chips, Tostitos tortilla chips, Cheetos cheese flavored snacks, Fritoscorn chips, Ruffles potato chips, Rold Gold pretzels, Sun Chips multigrainsnacks, Munchies snack mix, Lays Stax potato crisps, Cracker Jack candyco ated popcorn and Go Snacks. Frito-Lay also sells a varietyof branded dips, Quaker Fruit & Oatmeal bars, Quaker Quakes corn and ricesnacks, Grandmas cookies, nuts and crackers.Frito-Lay North America includes Canada and the United States



The Quaker Oats Company was formed in 1901 when several Americanpioneers in oat milling came together to incorporate. In Ravenna, Ohio, HenryD. Seymour and William Heston had established the Quaker Mill Company. The figure of a man in Quaker clothes became the firs registered trademark for breakfast cereal and remains the hallmark for Quaker Oats today .In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner, George Douglas, operated the largest cereal mill of the time. Ferdinand Schumacher, known as "The Oatmeal King," had founded German Mills American Oatmeal Company in 1856.Combining The Quaker Mill Company with the Stuart and Schumacher businesses brought together the top oats milling expertise in the country as The Quaker Oats Company. The first major acquisition of the company was Aunt Jemima Mills Company in 1926, which is today the leading manufacturer of pancake mixes and syrup. Gatorade was acquired in 1983.In 1986, The Quaker Oats Company acquired the Golden Grain Company, producers of Rice-ARoni. PepsiCo merged with The Quaker Oats Company in 2001

PepsiCo International PepsiCo International includes all PepsiCobusinesses in the United Kingdom, Europe, Asia, Middle East and Africa.Pepsi-Cola began selling its products outside the United States and Canada inthe mid1930s, opening in the United Kingdom in 1936. Operations grewrapidly beginning in the 1950s. Today, PepsiCo beverages are available inmore than 170 countries and territories. Brands include Aquafina, GatoradeandTropicana.In addition to brands marketed in the United States, PepsiCo Internationalbrands include Mirinda, Seven-Up and many local brands.



1. Shona L. Brown Senior Vice President, of Google Inc. 2. George W. Buckley Chairman, Arle Capital LLP 3. Ian M. Cook Chairman, President and Chief Executive Officer, Colgate-Palmolive Company 4. Dina Dublon Former Executive Vice President and Chief Financial Officer, JP Morgan Chase & Co. 5. Victor J. Dzau, M.D. Chancellor for Health Affairs, Duke University and President & CEO, Duke University Health System 6. Ray L. Hunt Chairman of the Board, President and Chief Executive Officer of Hunt Consolidated, Inc. 7. Alberto Ibargen President & Chief Executive Officer, John S. and James L. Knight Foundation 8. Indra K. Nooyi Chairman and Chief Executive Officer, PepsiCo 9. Sharon Percy Rockefeller President & Chief Executive Officer, WETA Public Stations 10. James J. Schiro Former Chief Executive Officer, Zurich Financial Services 11. Lloyd Trotter Managing Partner, GenNx360 Capital Partners 12. Daniel Vasella Chairman of the Board, Novartis AG 13. Alberto Weisser Chairman & Chief Executive Officer, Bunge Limited



PEPSI Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business. Our Mission

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

Our Vision "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate environment, social, economic - creating a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.


Performance with Purpose At PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward - drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability. Our Values & Philosophy are a reflection of the socially and environmentally responsible company we aspire to be. They are the foundation for every business decision we make.

Our Commitment Lifestyle Image We are committed to delivering sustained growth through empowered people acting responsibly and building trust.

What It Means Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether today's actions will contribute to our future. It is about the growth of people and company performance. It prioritizes both making a difference and getting things doneEmpowered People means we have the freedom to act and think in ways that we feel will get the jb done, while adhering to processes that ensure proper governance and being mindful of company needs beyond our own.


SWOT ANALSIS 1.Strengths :

Great brands, strong distribution, innovative capabilities Number one maker of snacks, such as corn chips and potato chips PepsiCo sells three products through the same distribution channel One of the most popular and globally recognised brands in foods and beverages One of the most diversified product portfolio Popular subsidiary brands like Frito Lay, Gatorade, Pepsi, Quaker, Tropicana, Yum! Brands, etc. Global reach with presence in over 200 countries Pepsi Refresh Project that funds new ideas or ventures that have the potential to benefit the society Strong and efficient supply chain network, ensuring that all the products are available even in the most remote places Excellent branding and advertising with global celebrity as brand ambassadors Tie-ups, sponsorships with global sports events, music concerts, etc . For example, combining the production capabilities of Pepsi, Gatorade and Tropicana is a big opportunity to reduce costs, improve efficiency and smooth out the impact of seasonal fluctuations in demand for particular product.


Weaknesses:Strong competition in the aerated drinks segment from Coca Cola means high brand switching Cases against products have been blown out of proportion, thereby affecting brand image 1-No provision for regular replacement of damage of bottles. 2-Distribution is not proper so we can say not justified . 3-not as popular with older crowd, not associated with key restaurants (i.e.coke / McDonalds', while Pepsi / Pizza Hut)Opportunities-

1.Increase penetration into developing countries and capture their market 2.Increase its product portfolio by acquisition of other brands 3.To expand the Yum! Brands eatery in untapped countries and regions like tier 2 cities 4.To improve its brand image by involving in more CSR activities to benefit the locals 5.Company can go for more Monopoly counters


1.Health consciousness amongst people can take a toll on its aerated drinks and snacks food markets 2.Compliance with different government regulations and norms in different countries 3.Inlation, economic slowdown and instability causes decline in the purchasing power of consumers 4.Strong competition from other brands in each segment of its operation 5.Distributors are reducing in jaipur city. 6.constant competition with coke. Olympic branding from coke.



Coca-Cola and Pepsi are the two most popular and widely recognized beverage brands in the world. Within their lineup of beverages, Pepsi-Cola and Coca-Cola Classic are the predominant carbonated cola

beverages. Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise CocaCola to retail stores and vending machines. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free CocaCola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee.

CADBURY SCHWEPPES Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified business which manages the relations his with over 240 franchised bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries around the world.


Dr Pepper Snapple Group Inc.

Dr Pepper Snapple Group Inc. (formerly Cadbury Schweppes Americas Beverages) is an American soft drink company, based inPlano, Texas. It was spun off from Britain's Cadbury Schweppes, on May 5, 2008, with trading in its shares starting on May 7, 2008. Cadbury Schweppes plc became Cadbury plc on May 5, 2008. Beverage America and Select Beverages bottlers were purchased from the Carlyle Group in February 1998.[4] Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc Companies, Inc. to Cadbury Schweppes in 2000 for $1.45 billion (Mistic is one of the most sold beverages in the United States of America)[5] In October of that same year, Cadbury Schweppes purchased Royal Crown from Triarc.[6] In 2006 and 2007, Cadbury Schweppes purchased the Dr Pepper/Seven Up Bottling Group, along with several other regional bottlers. This allowed DPS to bottle many of its own beverages and combat the recent decision by many Pepsi and Coke bottlers to drop their products. Some of the Dr Pepper/Seven Up brands are still licensed to Pepsi, Coke and independent bottlers in various regions of the United States and Canada. In November 2007, Cadbury Schweppes announced it would take the beverages unit public. In May 2008, Cadbury Schweppes demerged its beverage holdings forming the Dr Pepper Snapple Group. Dr Pepper Snapple Group holds naming rights to Dr Pepper Ballpark and the Dallas Stars' practice facility, the Dr Pepper Star Center, both of which are located in Frisco, Texas. It also retains nonalcoholic beverage rights to each facility's concessions as a result of the deals as well as sponsorships with the NHL franchise. In 2008, Dr Pepper Snapple Group purchased minority interest in Big Red, Inc, makers of Big Red, NuGrape, Nesbitt's and other flavored drinks




Sr. No. 1 2 3

Sales Only Pepsi Products Only Coca-Cola Products Mixed

No. of Outlets 12 10 18

market composition

30% 45%

only pepsi only coke mixed



Types of outlet

Sr. No. 1 2 3

Sales Convenience shop Groceries shop Eaters

No. of Outlets 6 10 4

Type of outlet
Eaters 20% 0%

Convenience shop 30%

Groceries shop 50% Convenience shop Groceries shop Eaters



Product Pepsi-Cola Coca-Cola Others Total

% Share 42% 51% 7% 100%

Product MARKET SHARE 0%0% 0% Total 50% Pepsi-Cola 21%

Others 4%

Coca-Cola 25%



Product Pepsi-Cola Coca-cola Own Totals

Share 4 12 24 100%

chilling equipment

pepsi 0% 10%

Own 60%

Coke 30%

Coke Own




%AGE 65% 10% 15% 10% 5%




%AGE 80% 40% 15% 0% 2%


Availablibility of all pepsi products.

Yes No

9 31

Availablibility of pepsi products.


yes 22%


no 78%



what is the most selling product of pepsi

Pepsi Mountain Dew Slice Other:

18 7 5 10

Most selling product

Other:, 25%

Pepsi , 45%

Slice, 13%

Mountain Dew, 17%

Pepsi Mountain Dew Slice Other:




NAME OF THE SHOP/OUTLET: -----------------------ADRESS/LOCATION : ---------------------------------



( ) ( ) ( )





(which companys visi cooler you have in your outlet (a)pepsi (b)coca-cola (c)both (d)own (e)mixed

which medium effects the sales most (a)Television (b)Magazines/newspaper (c)Display (d)Wall painting/hoardings

what kinds of promotional activities effect sales mostly (a)free bottle scheme (b)prize (c)Discount rate (d) other


Which is the most selling product of pepsi Pepsi Slice 7up Other

Are all pepsi product available at your shop Yes no

Your recommendations for further sales mostly ______________________________________________________________________________

Any suggestion for batterment of pepsi. __________________________________________________________________________________ __________________________________________________________________________________ ______ Thank You




RECOMMENDATIONS:The above study elicits the fact that sales department Should introduce some changes in its marketing activities to make it more rational.

1. As the most of the dealers have complaints that the salesman does not tell them about
schemes. For this before launching any scheme company should advertise it by distributing pamphlets to the dealers mentioning the period of the scheme & time-to-time proper check is required.

2. Exclusive outlets are loosing because of irresponsible salesmen and their improper behavior. 3. Grievances of dealers & consumers often do not reach to the concern authority. 4. The number of visicooler & signage should be increased. 5. The number of vans should be increased so that total outlets, might be covered properly. 6. A healthy relationship should be developed by the companys executives with the dealers. 7. Company should develop policy, so that the soft drinks are made available at all the outlets
during the peak seasons & not let the opportunity pass by.

8. Company Should make fridge available at maximum outlets, so the chilled soft drinks could
be provided to the customers, because in the soft drink market brand loyalty fails if chilled soft drink is not made available to the customers in spite the customer goes in for any other brand, which is chilled.

9. New policy of the company should be introduced before the competitors launch those policies. 10. Hoardings bills & wall paintings should be display in the inner part of urban areas has more
growth potential in terms of sales.


Suggestions The above study elicits the fact that sales department Should introduce some changes in its marketing activities to make it more rational.

1. As the most of the dealers have complaints that the salesman does not tell them about
schemes. For this before launching any scheme company should advertise it by distributing pamphlets to the dealers mentioning the period of the scheme & time-to-time proper check is required.

2. Exclusive outlets are loosing because of irresponsible salesmen and their improper behavior. 3. Grievances of dealers & consumers often do not reach to the concern authority. 4. The number of visicooler & signage should be increased. 5. The number of vans should be increased so that total outlets, might be covered properly. 6. A healthy relationship should be developed by the companys executives with the dealers. 7. Company should develop policy, so that the soft drinks are made available at all the outlets
during the peak seasons & not let the opportunity pass by.

8. Company Should make fridge available at maximum outlets, so the chilled soft drinks could
be provided to the customers, because in the soft drink market brand loyalty fails if chilled soft drink is not made available to the customers in spite the customer goes in for any other brand, which is chilled.

9. New policy of the company should be introduced before the competitors launch those policies. 10. Hoardings bills & wall paintings should be display in the inner part of urban areas has more
growth potential in terms of sales.