Coke

2016-17, CCIPL is planning to spend a sum of Rs. 136.00

2018-19 (in millions). $ ~675.
17-18 INR 3.85 crores
15-16 spending €4.0 million

 2014-15 alone, we gave back $126 million

Pepsi

$3 billion in 2014

 2015 was $3.59 million 

now spending $1.5bn 2016

more than $1 billion 2017

$2.2 billion after 2018

Literature survey

In an era of high degree of competitiveness, if there is one prerequisite to give businesses a

competitive edge, it is the need to advertise effectively and efficiently. Since so much money is being
devoted to advertising, analysing its impact remains vital for firms, especially for those forming part
of the collusive oligopolistic market of soft beverages, where advertising helps in making the
difference in the market place. This paper mainly analyses the degree of influence advertising has on
consumers‟ buying behaviour, with particular reference to Coca- Cola advertisements. The
methodology used in the study consisted of a survey on a sample of 150 respondents, and the
finding revealed the positive impact of advertising on consumption level in the soft beverage market
of Mauritius. It was concluded that nowadays, it is important to sustain customer‟s loyalty to a
company‟s product, hence the need to develop appropriate advertising strategies like brand equity
to prevent consumers from turning unloyal to the brand.

Analysing the impact of advertising in the soft drink market of Mauritius: The case
study of Coca-Cola

 March 2012

 Conference: International Symposium on Business and Management

 At: Hong Kong

 Davina Madhavi Sathan

 Vanisha Oogarah-Hanuman

 Rooma Roshnee Ramsaran pp 160-177

  Organizations are facing new challenges with the present day demands of
globalization, diverse workforce, and increasing technological complexity in trying to
cope up with social and environmental impacts of such demands. Company’s today
have to go beyond bottom line analysis to take up its responsibility towards society,
human rights and the environment. The social responsibility of organization does not
lie outside the organisation.CSR needs to be a part of the DNA of an organization for
the organization to understand the concept. PepsiCo is a global food and beverage
leader with net revenues of more than $65 billion and a product portfolio that includes
22 brands that generate more than $1 billion each in annual retail sales .PepsiCo’s
promise to provide a wide range of foods and beverages from treats to healthy eats; to
discover new and innovative ways to minimize their impact on the environment by
conserving energy and water and reducing packaging volume; to provide a great
workplace for their associates; and to support and invest in the local communities
where it operate. This paper examines the CSR initiatives taken by PepsiCo India to
serve the community.
 CORPORATE SOCIAL RESPONSIBILITY: A STUDY OF PEPSICO INDIA
 Santosh Kumari*, Tanu Sharma**
The objective of this study is to assess the impact of corporate social responsibility (CSR), corporate
reputation and customer loyalty. To achieve company’s corporate reputation, the CSR served as the
main driver that also relates with customer loyalty. Basically, the descriptive research design was
employed and to determine the sample size, the researchers utilized the simple random sampling
with 175 respondents but only 166 questionnaires were retrieved. Purely questionnaires were used
as instruments consisting of two part survey indicating questions by use of the Likert 4-scale model
related to corporate reputation and customer loyalty. In analyzing the data, the two-tailed t-test for
paired data were utilized to address the assumptions that: Hₒ1: There is no significant difference
between CSR and corporate reputation before and after CSR orientation; Hₒ2: There is no significant
difference between CSR and customer loyalty. The analysis of the data revealed that there is
significant difference between CSR and corporate reputation; and the same results for CSR and
customer loyalty. These results further indicate that CSR has contributed significant impact on both
corporate reputation and customer loyalty and that is, more CSR activities would mean increased
company reputation and customer loyalty when the results showed that p-values are higher than
the alpha values:Hₒ1 = p-value(1.431)>0.05; Hₒ2 = pvalue(1.11)>0.05. Based on these findings, it is
recommended that management should give emphasis on corporate reputation and adopt
reputation management. Moreover, the company is also encouraged to ensure that CSR activities
will be sustainable and needs employee commitment.

Assessing the Impact of Corporate Social Responsibility (CSR), Corporate Reputation, and Customer
Loyalty: The Case of PepsiCola Philippines, Inc. Revenio Jalagat, Jr.¹*, Van Dalluay1, Perfecto Aquino,
Jr.2

Revenio Jalagat, Jr et. al. |Sep. 2016 | Vol.3| Issue 9|01-07

his research paper provides a theoretical investigation of the hypothesis that Corporate
Social Responsibility (CSR) spending is an ideal lever for development therefore making it
mandatory is effective on sustainable development. CSR has become a popular & important
activity to the corporate world internationally & nationally. Many companies have recognized
& experienced the benefits of CSR. In the wake of several scandals & mishaps in India,
progressive companies have been adopting CSR as their policy to gain competitive
advantage, profit & high performance. This paper makes an attempt to first understand what
the concept of CSR and further to analyze the present laws and guidelines relating to CSR
and its impact on sustainable development.

The Impact of Corporate Social Responsibility on Sustainable

Development
81 PagesPosted: 23 Apr 2014

Leela Kumar
Independent

Date Written: April 17, 2014

In conclusion CSR analysis of the competition of Pepsico was also conducted and it was concluded
that today Companies practicing Corporate Social Responsibility need not be altruistic to be
effective. The companies like PepsiCo and Coca-Cola invest in projects like water treatment facilities
and a zero waste footprint for their products because it helps them reduce their resource use, which
in turn helps them become sustainable and achieve higher profits The firm of the future is expected
to have undergone significant transformation such that CSR no longer becomes managed as a
separate deliverable, but is part of the experience of being an employee in an organization that lives
its values.

CSR of PEPSICO India

Dhruv Malik

CSR activities undertaken by PEPESICO India

PepsiCo is one of the largest food and beverage companies in the world. It
manufactures and sells eighteen brands of beverages and snack foods and
generates over $98 billion in retail sales. PepsiCo encompasses the Pepsi Cola,
Frito-Lay, Tropicana, Quaker, and Gatorade brands and offers products in over 200
countries. It currently holds 36 percent of the total snack food market share in the
U.S. and 25 percent of the market share of the refreshment beverage industry. The
company’s headquarters are in New York and employs over 200,000 people. In
2006, Michael D. White became the CEO of PepsiCo International, and in 2007 Indra
K. Nooyi became the CEO of PepsiCo. PepsiCo has received many awards and
recognitions over the years, including being ranked in the top 25 of the best global
brands, ranking number four overall by Diversity Inc, and earning the Green Award
by the Environmental Protection Agency

Daniels Fund Ethics Initiative University of New Mexico http://danielsethics.mgt.unm.edu This

material was developed by Kendra Berch, Kimberly Montoya, and Jennifer Sawayda under the
direction of O.C. Ferrell and Linda Ferrell. It is provided for the Daniels Fund Ethics Initiative at the
University of New Mexico and is intended for classroom discussion rather than to illustrate effective
or ineffective handling of administrative, ethical, or legal decisions by management. Users of this
material are prohibited from claiming this material as their own, emailing it to others, or placing it
on the Internet. Please call O.C. Ferrell at 505-277-3468 for more information. (2010) PepsiCo’s
Journey Toward an Ethical and Socially Responsible Culture

: In today's business world, many businesses are facing increased pressure from their competitors,
shareholders and surrounding environments than before. As a result, organizations that wish to
continue in operation have to adopt different strategies for its long-term sustainability whiles
maximizing shareholders’ value. However, corporate social and ethical responsibilities have become
a superior expectation rather than a differentiation strategy to gain organizational legitimacy (Bruhn-
Hansen, 2012). Therefore, this study critically examines the corporate strategy, governance and
ethical practices of a very successful global organization PepsiCo Inc. and how it has been
successfully managed in today's global business environment. In this regard, Porter’s five forces and
SWOT analysis were used as the major analytical tools for the study. The main source of data used
was secondary data which focused on information from books, the Internet, and articles from
scholarly journals. The study has revealed that, the company over depend on its domestic market
especially in North American countries in marketing and selling of its products. Based on the
findings, PepsiCo Inc. needs a more comprehensive ethical policies to ensure the production of a
healthier and safer products, and must also not fail to consider sociocultural factors in the context of
its operations especially in its advertisement. The study concluded with the view that PepsiCo must
improve upon its CSR, corporate strategy, ethics and corporate governance policies in order to
produce outcomes which will satisfy stakeholders’ interest positively

International Journal of Novel Research in Marketing Management and Economics Vol. 4, Issue 2, pp:
(80-90), Month: May- August 2017, Available at: www.noveltyjournals.com Page | 79 Novelty
Journals Managing Corporate Strategy, Governance and Ethics in the Turbulent Global Environment
(A Case Study Of PepsiCo Inc.) 1 ISAAC SETORDZI (AMABE), 2MR. MICHAEL K. GYIMAH PENTECOST
UNIVERSITY COLLEGE-GHANA

When Business and Community Meet: A Case Study of Coca-

Cola
Tamar Barkay

First Published November 16, 2011 Research Article

https://doi.org/10.1177/0896920511423112

Abstract
 Community involvement programs occupy centre-stage in the portfolio of many
corporations who display and report upon their socially responsible performance.
Focusing mainly on issues such as charity and employee volunteering,
corporations remain fairly vague in reporting on the way they translate community
involvement policies into concrete actions and on the social impact of their
community programs. Based on first-hand observations and on-site ethnographic
accounts, this study seeks to enrich extant understandings of the character and
consequences of corporate involvement in communities. The study follows the
diffusion of Coca-Cola’s global branding strategy and the community involvement
program it recommended to the Israeli franchisee and analyzes its design and
execution on the ground. The study finds a considerable gap between rhetoric of
community involvement and practices of mobilizing the community to further the
company’s ends. On a theoretical level, the study shows that community
programs function as material performances of present-day capitalist ideology

As is previously discussed in CSR research, one important benefit from CSR activities is to build up
strong brand reputation and favorable brand image and increase the brand value of the company.
However, there is little empirical evidence to support this claimed benefit. In this paper, we
empirically test whether and which type of CSR activities influence the brand value of multinational
corporations (MNCs) by collecting data from Inter brand, Bloomberg, and Advertising Age. We find
partial evidence that CSR activities help create brand value for the MNCs. However, not all CSR
activities are effective. For example, all CSR activities in the governance domain show a significant
effect while any activities in the environmental domain do not have a significant impact. On the
other hand, substantive CSR activities effectively increase the brand value of the firm while
perfunctory actions do not have significant impact.

International Journal of Business and Social Science Vol. 7, No. 10; October 2016 61 The Impact of
Corporate Social Responsibility on Brand Value: An Empirical Study of Top 100 Global Brands Yan
Feng Peking University HSBC Business School University Town, Shenzhen China, 518055 Yeujun Yoon
Peking University HSBC Business School University Town, Shenzhen China, 518055 Yingyi He Peking
University HSBC Business School University Town, Shenzhen China, 518055

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