Parmotional activities of Pepsi & Apsra

And
Comparison between them

Submitted to: sir Abhinav Nigam

Submitted by: Dilbagh Singh Cheema
MBA 1st year
 ABSTRACT

Pepsi-Cola is a carbonated beverage that is produced and

manufactured by PepsiCo. It is sold in stores, restaurants and from

vending machines. The drink was first made in the 1890s by

pharmacist Caleb Bradham in New Bern, North Carolina. The

brand was trademarked on June 16, 1903. There have been many

Pepsi variants produced over the years since 1903, including Diet

Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi

Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X

(available in Finland and Brazil), Pepsi Next (available in Japan

and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One,

and Pepsi Ice Cucumber in Japan.

Pepsi cola is situated is an Industry that is dominator by two

Competitors Coca Cola and of course themselves. Although Pepsi

and Coke basically go after all consumers who purchase soft drink

beverage Coca Cola targets it product at the head of household.

 According to the beverage digest the customer base for soft

drinks is whopping 95% of regular user in United States. This

represents the large number if potential customers for Pepsi Cola.

The Pepsi's advertising the campaigns are referring to the

markets that marketers refer to as Generation X. The Generation X

consumer is profiled to be between the age of 18 to 29. They have

high expectations in life and very active. They adopt a lifestyle of

living for today and not worry about long term goal. They also

have a focus on the 12 to 18 year old market

 INTRODUCTION

Pepsi-Cola was first made in New Bern, North Carolina

in the United States in the early 1890s by pharmacist Caleb

Bradham. On August 28, 1898 , "Brad's drink" was changed to

"Pepsi-Cola" and later trademarked on June 16, 1903 Caleb

Bradham bought the name "Pep Kola" from a local competitor and

changed it to Pepsi-Cola. "Pepsi-Cola" is an anagram for

"Episcopal" - a large church across the street from Bradham's

drugstore. Caleb Bradham and his customers simply thought the

name sounded well or the fact that the drink had some kind of

"pep" in it because it was a carbonated drink; they gave it the name

"Pepsi".

As Pepsi was initially intended to cure stomach pains, many

believe Bradham coined the name Pepsi from either the condition

dyspepsia (stomachache or indigestion) or the possible one-time

use of pepsin root as an ingredient (often used to treat upset

stomachs). It was made of carbonated water, sugar, vanilla, rare

oils, and kola nuts. Whether the original recipe included the

enzyme pepsin is disputed.

MARKETING STRATEGY OF PEPSI

Geographic

Country India

City Ajmer

Climate Hot and Dry

Demographic
Age 14-30+

Gender Male, Female

Marital Status Married, Unmarried

Family Size 1-2, 3-4, 5+

Education School, College,

universities

Occupation For Middle class to Upper

Class

Income Rs. 40, 000 +

Nationality Indian
Psychographic

Social Class Middle, Upper

Occasion Party, birthday and

regular Occasion

Position Status Strong

Benefits Quality, Taste

PRODUCT CONSUMER

PRICE COST

PLACE CONVENNIENCE

PROMOTION COMMUNICATION

Products

• Pepsi

• Diet Pepsi

• Pepsi Twist

• 7 Up

• Diet 7 Up

• 7 Up Cherry

• Mirinda (Orange & Apple)

• Mountain Dew

• Aquafina
Prices

Pepsi has continued using product endorsement by using TV

Actors/ Models and cricketers in order to promote their Products.

Cost

• 250 ml bottle………….………………………..……Rs. 7

• Can…………………………………........................Rs. 23

• 250 ml disposable bottle...........................................Rs. 11

• 1 liter (not disposable)……………………….……..Rs 42

• 1.5 liter……………………………………………..Rs. 70

• 2.25 liter……………………………………………Rs. 88
Convenience

It has most effective distribution system among all the soft drinks.

It is easily available everywhere even in cities or a village. You

can easily get it. Special refrigerators are placed at each and every

shop or outlet.

Communication

• Internet

• Phone Call

• Surveys.
MARKET DESCRIPTION

Pepsi has become the largest selling soft drink in the world. It has

liked by the people of all ages belonging to different field of life

belonging different cast religion.

A recent survey shows about the 90% of the population of the

world use Pepsi. It available in the market in different Flavor and

different variety.

Distribution Review

Pepsi applied two methods to distribute their products.

Direct Distribution:

• Pepsi Direct distribute their Product to Whole Sellers,

Restaurants, Hotels, Pizza hut, KFC, Saver Food and Metro

etc.

• Export Parties

Indirect Distribution

• Through Base market Distributions

• Through Outstation Distributors.

 MARKET DESCRIPTION

Pepsi has become the largest selling soft drink in the world. It has

liked by the people of all ages belonging to different field of life

belonging different cast religion.

A recent survey shows about the 90% of the population of the

world use Pepsi. It available in the market in different Flavor and

different variety

SLOGANS

One of the main reasons of the popularity of the

Pepsi is to use slogan to attract the customers

Different Slogans have been used in different

countries to attract different kind of people in all

over the world.

"YEH DIL MANGY MORE, YE PYAS HAI BADI "

These slogans mostly used in India

 CONCLUSION

Pepsi has a long-standing commitment to protecting the consumer

whose trust and confidence in its products in the bedrock of its

success. In order to ensure that Consumers stay inform about the

global quality of all Pepsi product sold in the world, Pepsi product

carry a quality assurance seal on them. Pepsi commitment is to

deliver sustained growth, through empowered people, acting with

responsibility and building trust.