SUMMER TRAINING REPORT

On
A study of sales promotion of Pepsi

Towards partial fulfillment of

Master of Business Administration (MBA)

Submitted to
Dr. Ashish Sonkar

Submitted by
Avichal Kumar Singh
M.B.A IIIrd Semester
Roll No- 180012135169

INSTITUTE OF MANAGMENT SCIENCE

UNIVERSITY OF LUCKNOW

Session 2019-2020
 DECLARATION

This is to declare that I Avichal Kumar Singh (Roll No. 180012135169) student of MBA, have
personally worked on the project entitled “A study of sales promotion of Pepsi” The data
mentioned in this report were obtained during genuine work done and collected by me. The data
obtained from other sources have been duly acknowledged. The result embodied in this project
has not been submitted to any other University or Institute for the award of any degree.

Date: `

Place: Lucknow (Roll No. 180012135169)

 ACKNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved directly or indirectly
in its completion. With my sincere gratitude I would like to thanks everyone who has supported
me in my project.

I would like to extend my sense of acknowledgement to Dr. Ashish Sonkar for their immense
help & guidance that they have provided me during this summer training. The present work has
taken its Sharpe largely to their wise counsels, concrete and constructive suggestion and sincere
courtesy.

I would like to thanks Dr. Sonkar for their support and encouragement during this summer
training. The opportunity provided by his was an immense learning experience.

The help received from something without which the project would not have been complete.
Their insight as well as guidance helped me to understand the essentials of the Project. I would
like to thank them for their support.

I extend my gratitude to the entire Sales department for guiding me during the summer training.

I would also like to place on record my sense of gratitude to my parents and friends for their
support and encouragement, which has always guided me my entire endeavourer.
 PREFACE

I respect to the allotted period, I have formed relationship with the organization as trainee but
informally it is a sacred place for me as it’s my first practical exposure to an organization to
know and get aware to an organizational real practical stressful environment.

Although I am student of M.B.A Lucknow. It is a two year full time degree courses. So
far this training is scheduled for third semester syllabi as a separate topic to be asked in detail in
viva-voice conducted by external So far I have completed 4th semester examination. Thus study
will provided me a better opportunity to survive in cut throat competition with a prosperous
existence. I have tried my best to gain out of well framed circumstances & with the help of
experienced personnel who helped me out so for become possible to them. As being a very
confidential functioning many things are there which can’t be known but on the basis of gathered
information and certain hints, the project has been formed. It may have something missing but I
have tried to present all things what I have received. Although this report has been got checked
by different personnel but after that if there is some shortcomings I expect it to be rectified. So
the whole study bifurcated in different parts. Certain observations & suggestions also have been
stated which if possible to be reviewed.
 EXECUTIVE SUMMARY

While working in the organization I was trained as a relationship personnel being engaged into
various jobs such as dealing with clients, answering customer queries through telephonic
conversations and providing them knowledge about new schemes and converting them into our
customers.

As my summer internship project I was given the topic on “A study of sales promotion of
Pepsi”. The project work was for this research was conducted in Varanasi to study the sales
promotion.

The research has been conducted to gather information from 100 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which was
collected from them will be analyzed and classified. It was found that though the Pepsi has the
highest market share it needs to improve on its service quality and retail services.
 TABLE OF CONTENT

Chapters

1. Introduction
2. Company Profile
3. Objectives of the study
4. Research Methodology
5. Limitations
6. Data Analysis & Interpretations
7. Findings
8. Suggestions/Recommendations
9. Conclusion
10. Bibliography
11. Appendix
 INTRODUCTION

Sales promotion

Sales promotion is any initiative undertaken by an organisation to promote an increase in

sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other
elements of the marketing communications or promotions mix). Sales promotions are varied.
Often they are original and creative, and hence a comprehensive list of all available
techniques is virtually impossible (since original sales promotions are launched daily!). Here
are some examples of popular sales promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating

promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if
you sell two for $1, you are still in profit - especially if there is a corresponding increase in
sales. This is known as a PREMIUM sales promotion tactic.

(b) Customer Relationship Management (CRM) incentives such as bonus points or money
off coupons. There are many examples of CRM, from banks to supermarkets.

(c) New media - Websites and mobile phones that support a sales promotion. For example, in
the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a
consumer would enter the code into a dynamic website to see if they had won a prize.
Consumers could also text codes via their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale materials and product
demonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich
purchase. Once the card was full the consumer was given a free sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers
with the latest low-price deals once new flights are released, or additional destinations are
announced.
(g) Joint promotions between brands owned by a company, or with another company's
brands. For example fast food restaurants often run sales promotions where toys, relating to a
specific movie release, are given away with promoted meals.

(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in
supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential
consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The
Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities, and the less well
off farmers and producers, are becoming more popular.

(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.

Many of the examples above are focused upon consumers. Don't forget that promotions can
be aimed at wholesales and distributors as well. These are known as Trade Sales
Promotions. Examples here might include joint promotions between a manufacturer and a
distributor, sales promotion leaflets and other materials (such as car), and incentives for
distributor sales people and their retail clients.
SALES PROMOTION

Marketing

Key concepts

Product / Pricing / Promotion

Distribution / Service / Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance

Promotional content

Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion
Sex in advertising / Underwriting

Promotional media

Printing / Publication / Broadcasting

Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth

This box: view • talk • edit

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the
promotional mix are advertising, personal selling, and publicity/public relations.) Media and
non-media marketing communication are employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product availability. Examples
include:

 contests

 point of purchase displays

 rebates

 free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer
sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are considered
gimmick by many.

Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as happy hour

 Loyal Reward Program: Consumers collect points, miles, or credits for purchases and
redeem them for rewards. Two famous examples are Pepsi Stuff and Advantage.

 Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage
marked on the package.

 Price-pack deal: The packaging offers a consumer a certain percentage more of the
product for the same price (for example, 25 percent extra).

 Coupons: coupons have become a standard mechanism for sales promotions.

 Loss leader: the price of a popular product is temporarily reduced in order to stimulate
other profitable sales

 Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for
delivery.

 On-shelf couponing: Coupons are present at the shelf where the product is available.

 Checkout dispensers: On checkout the customer is given a coupon based on products

purchased.

 On-line couponing: Coupons are available on line. Consumers print them out and take
them to the store.

 Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer
on a mobile phone to a salesperson for redemption.

 Online interactive promotion game: Consumers play an interactive game associated with
the promoted product. See an example of the Interactive Internet Ad for tomato ketchup.

 Rebates: Consumers are offered money back if the receipt and barcode are mailed to the
producer.

 Contests/sweepstakes/games: The consumer is automatically entered into the event by

purchasing the product.

 Point-of-sale displays:-

o Aisle interrupter: A sign that juts into the aisle from the shelf.

o Dangler: A sign that sways when a consumer walks by it.

o Dump bin: A bin full of products dumped inside.

o Glorifier: A small stage that elevates a product above other products.

 o Wobbler: A sign that jiggles.

o Lipstick Board: A board on which messages are written in crayon.

o Necker: A coupon placed on the 'neck' of a bottle.

o YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to stock up on a

product.

 Dealer loader: An incentive given to induce a retailer to purchase and display a product.

 Trade contest: A contest to reward retailers that sell the most product.

 Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

 Training programs: dealer employees are trained in selling the product.

 Push money: also known as "spiffs". An extra commission paid to retail employees to
push products.

Trade discounts (also called functional discounts): These are payments to distribution channel
members for performing some function .

POLITICAL ISSUES

Sales promotions have traditionally been heavily regulated in many advanced industrial nations,
with the notable exception of the United States. For example, the United Kingdom formerly
operated under a resale price maintenance regime in which manufacturers could legally dictate
the minimum resale price for virtually all goods; this practice was abolished in 1964.
Most European countries also have controls on the scheduling and permissible types of sales
promotions, as they are regarded in those countries as bordering upon unfair business practices.
Germany is notorious for having the most strict regulations. Famous examples include the car
wash that was barred from giving free car washes to regular customers and a baker who could
not give a free cloth bag to customers who bought more than 10 rolls.

PROMOTIONAL MIX

There are four main aspects of a promotional mix. These are:

1 Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified
sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs,
signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

2 Personal Selling - A process of helping and persuading one or more prospects to purchase a
good or service or to act on any idea through the use of an oral presentation. Examples: Sales
presentations, sales meetings, sales training and incentive programs for intermediary salespeople,
samples, and telemarketing. Can be face-to-face or via telephone.

3 Promotions- Incentives designed to stimulate the purchase or sale of a product, usually in the
short term. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-
liquidating premiums, trade shows, trade-ins, and exhibitions.

4 Public relations - Paid intimate stimulation of supply for a product, service, or business unit
by planting significant news about it or a favorable presentation of it in the media. Examples:
Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions,
speeches, issue advertising, and seminars.

Direct Marketing is often listed as a the fifth part of the marketing mix

Sponsorship is sometimes added as a sixth aspect.

CATEGORY:SALES PROMOTION
Subcategories

This category has only the following subcategory.

 [+] Customer loyalty programs (1)

Pages in category "Sales promotion"

The following 29 pages are in this category, out of 29 total. This list may not reflect recent
changes (learn more).

 Sales promotion G P cont.

BBargain  Grand opening  Promotional item

 Buy one, get one free H R

C  Happy hour  Rebate (marketing)

 Clip strip  Hoover free flights  Running of the Brides

promotion
 Coupon S
I
D  Sample sale
 Institute of Sales
 Discounts and allowances Promotion  Serverbuster

 Doorbuster L  Specialty catalogs

 Drug Coupon  Ladies' night  Student Price Card

F M V
 Free sample  Magalog  Visual merchandising

 Money back W
guarantee
 Wiki wiki dollar
P
Y
Pick 'n' mix
 Young America
 Point of sale display Corporation
COMPANY PROFILE

Pepsi

Pepsi

Type Cola

Manufacturer PepsiCo

Country of origin United States

Introduced 1893; 124 years ago (as Brad's Drink)

1898; 119 years ago (as Pepsi-Cola)
1961; 56 years ago (as Pepsi)

Color Caramel E-150d

Variants Diet Pepsi

Pepsi Wild Cherry
Crystal Pepsi
Caffeine-Free Pepsi
Pepsi-Cola Made with Real Sugar
Pepsi Vanilla
Pepsi Zero Sugar
Pepsi Next

Related products Coca-Cola

RC Cola

Website pepsi.com

Pepsi (currently stylized as pepsi and formerly stylized as PEPSI) is a carbonated soft
drink produced and manufactured byPepsiCo. Originally created and developed in 1893 and
introduced as Brad's Drink, it was renamed as Pepsi-Cola on August 28, 1898, and then as Pepsi
in 1961. It is currently known in North America alternatively as Pepsi-Cola as of 2014.

Pepsi products are enjoyed by consumers one billion times a day in more than 200 countries and
territories around the world. Pepsi generated more than US $63 billion dollars in net revenue in
2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade,
Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of
enjoyable foods and beverages, including 22 brands that generate more than US $1 billion
dollars each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial
performance while creating sustainable growth and shareholder value. In practice, Performance
with Purpose means providing a wide range of foods and beverages from treats to healthy eats;
finding innovative ways to minimize our impact on the environment and reduce our operating
costs; providing a safe and inclusive workplace for our employees globally; and respecting,
supporting and investing in the local communities where we operate. For more information,

PepsiCo India Region: Leadership through Performance with Purpose

PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC food
and beverage businesses in the country. PepsiCo’s growth in India has been guided by
“Performance with Purpose”, its goal to deliver top-tier financial performance while creating
sustainable growth and shareholder value.

Large investor in India with strong brands: PepsiCo has been consistently investing in India, in
the areas of product innovation, increasing manufacturing capacity, ramping up market
infrastructure, strengthening supply chain and expanding company’s agriculture programme. The
company has built an expansive beverage and snack food business supported by 62 plants across
the country. In two decades, the company has been able to organically grow eight brands each of
which generate Rs. 1000 crores or more in estimated annual retail sales and are household
names, trusted across the country.

A growing portfolio of enjoyable and wholesome snacks and beverages: PepsiCo India’s diverse
portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier
products and includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana, Gatorade and Quaker.
In addition to the recently launched Lay’s Maxx, 7UP Revive and Tropicana Slice Alphonso, the
portfolio includes several healthier treats like Quaker Oats, Tropicana juices, rehydrator
Gatorade, Tata Water Plus and Quaker flavoured oats.

Model partnership with over 24,000 farmers: PepsiCo India 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 pre-agreed prices, quality seeds, extension services, disease control packages,
bank loans, weather insurance, and the latest technological practices. The association with
PepsiCo India has not only raised the incomes of small and marginal farmers, but also their
social standing.

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, and has
been Water Positive since then. In 2015, PepsiCo India saved 12.75 billion litres more that it
consumed in its manufacturing operations. The company made this possible through innovative
irrigation practices like direct seeding, community water recharging initiatives, and by reducing
the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for
water conservation and has received numerous awards such as CII National award for water
management, Water Digest award for water practices and Golden Peacock award for water
conservation amongst others.

Care for the environment: PepsiCo India is focused on reducing its carbon footprint. In 2015,
PepsiCo’s India’s Food and Beverage plants had a 78% and 41% share from renewable energy
sources, respectively such as bio mass and rice husk boilers and wind turbines. Initiatives such as
reduction in use of chemicals, eco-friendly packaging initiatives and efficient waste management
help reduce load on the environment. PepsiCo in partnership with the NGO Exnora and local
municipalities has also been working on a unique waste collection and treatment model
programme called ‘Waste-to-Wealth’. The award winning programme has positively impacted
more than 5,00,000 people.
Following the successful implementation of the Waste to Wealth model programme, PepsiCo
India has handed over four municipalities in Tamil Nadu (Chennai, Nagapattinam, Tenkasi,
Cuddalore) and one municipal corporation in Haryana (Panipat), to the respective authority for
sustained delivery.

Exemplary employment practices: PepsiCo India provides direct and 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. PepsiCo firmly believes that
encouraging diversity means encouraging policies and systems that respect people’s special
needs. Not only does PepsiCo have a vibrant and diverse workforce, it takes the utmost care to
make dynamic business leaders of its employees and foster their career and personal growth
through differentiated experiences and a robust leadership development model.

Mission and Vision

At Pepsi we believe that business and society can thrive together. We are guided by Performance
with Purpose: delivering top-tier results in a way that sustains and respects business, society and
the planet.

Our Mission

As one of the largest food and beverage companies in the world, our mission is to provide
consumers around the world with delicious, affordable, convenient and complementary foods
and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to
evening treats. We are committed to investing in our people, our company and the communities
where we operate to help position the company for long-term, sustainable growth.

Our Vision

At Pepsi, we're committed to achieving business and financial success while leaving a positive
imprint on society – delivering what we call Performance with Purpose.

In practice, Performance with Purpose means providing a wide range of foods and beverages
from treats to healthy eats; finding innovative ways to minimize our impact on the environment
and reduce our operating costs; providing a safe and inclusive workplace for our employees
globally; and respecting, supporting and investing in the local communities where we operate.

Wherever we do business, Performance with Purpose is our guide. We believe that delivering for
our consumers and customers, protecting the environment, sourcing with integrity and investing
in our employees are not simply good things to do, but that these actions fuel our returns and
position PepsiCo for long-term, sustainable growth.

Guiding Principles

To advance our mission and vision with honesty, fairness and integrity, we are committed to six
guiding principles. When conducting business around the world, we must always strive to:

Care for our customers, our consumers and the world we live in.

We are driven by the intense, competitive spirit of the marketplace, but we direct this spirit
toward solutions that benefit both our company and our constituents. We see our success as
inextricably linked to that of our customers, consumers and communities.

Sell only products we can be proud of.

The true test of our standards is our own consumption and endorsement of the products we sell.
Without reservation. Our confidence helps ensure the quality of our products, from the moment
we purchase ingredients to the moment it reaches the consumer's hand.

Speak with truth and candor.

We tell the whole story, not just what's convenient to our individual goals. In addition to being
clear, honest and accurate, we are responsible for ensuring our communications are understood.

Win with diversity and inclusion.

We embrace people with diverse backgrounds, traits and ways of thinking. Our diversity brings
new perspectives into the workplace and encourages innovation, as well as the ability to identify
new market opportunities.

Balance short-term and long-term.

In every decision, we weigh both short-term and long-term risks and benefits. Maintaining this
balance helps sustain our growth and ensures our ideas and solutions are relevant both now and
in the future.

Respect others and succeed together.

Our mutual success depends on mutual respect, inside and outside the company. It requires
people who are capable of working together as part of a team or informal collaboration. While
our company is built on individual excellence, we also recognize the importance and value of
teamwork in turning our goals into accomplishments.

HISTORY

The pharmacy of Caleb Bradham, with a Pepsi dispenser

The drink Pepsi was first introduced as "Brad's Drink"in New Bern, North Carolina, United
States, in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was
renamed Pepsi Cola in 1898 after the root of the word "dyspepsia" and the kola nutsused in the
recipe. The original recipe also included sugar and vanilla. Bradham sought to create a fountain
drink that was appealing and would aid in digestion and boost energy.
1919 newspaper ad for Pepsi-Cola

A plaque at 256 Middle Street, New Bern, NC

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.
That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce
bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney
Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,
invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was
then used over the next two decades. In 1926, Pepsi received its first logo redesign since the
original design of 1905. In 1929, the logo was changed again.

In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy—in
large part due to financial losses incurred by speculating on the wildly fluctuating sugar prices as
a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.
Megargel was unsuccessful, and soon Pepsi's assets were purchased by Charles Guth, the
President of Loft, Inc. Loft was a candy manufacturer with retail stores that contained soda
fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him
a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.

On three separate occasions between 1922 and 1933, The Coca-Cola Company was offered the
opportunity to purchase the Pepsi-Cola company, and it declined on each occasion.

Pepsi-Cola trademark

The original stylized Pepsi-Cola logo used from 1898 until 1905.

The fourth stylized Pepsi-Cola logo used from 1940 to 1950. It was used again in 2014.

The original trademark application for Pepsi-Cola was filed on September 23, 1902 with
registration approved on June 16, 1903. In the application's statement, Caleb Bradham describes
the trademark and indicated that the mark was in continuous use for his business since August 1,
1901. The Pepsi-Cola's description is a flavoring syrup for soda water. The trademark expired on
April 15, 1904.

A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted by
Caleb Bradham for the second trademark is Saturday, April 15, 1905, with the successful
registration date of April 15, 1906, over three years after the original date. Curiously, in this
application, Caleb Bradham states that the trademark had been continuously used in his business
"and those from whom title is derived since in the 1905 application the description submitted to
the USPTO was for a tonic beverage". The federal status for the 1905 trademark is registered and
renewed and is owned by PepsiCo of Purchase, New York.

In 2014, the 1940 wordmark was used again and replacing the current wordmark on many cans.

Rise
During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-
ounce bottle. With a radio advertising campaign featuring thejingle "Pepsi-Cola hits the spot /
Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for
you", arranged in such a way that the jingle never ends. Pepsi encouraged price-watching
consumers to switch, obliquely referring to the Coca-Cola standard of 6.5 ounces per bottle for
the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at
a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938,
Pepsi-Cola's profits doubled.

Pepsi

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had
initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt
Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v.
Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a
loss for Guth.
Niche marketing

1940s advertisement specifically targeting African Americans, A youngRon Brown is the boy
reaching for a bottle

Walter Mack was named the new President of Pepsi-Cola and guided the company through the
1940s. Mack, who supported progressivecauses, noticed that the company's strategy of using
advertising for a general audience either ignored African Americans or used ethnic stereotypes in
portraying blacks. Up until the 1940s, the full revenue potential of what was called "the Negro
market" was largely ignored by white-owned manufacturers in the U.S. Mack realized African
Americans were an untapped niche market and that Pepsi stood to gainmarket share by targeting
its advertising directly towards them. To this end, he hired Hennan Smith, an advertising
executive "from the Negro newspaper field" to lead an all-black sales team, which had to be cut
due to the onset of World War II.

In 1947, Walter Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-man team.
They came up with advertising portraying black Americans in a positive light, such as one with a
smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to
be Secretary of Commerce) reaches up for one. Another ad campaign, titled "Leaders in Their
Fields", profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph
Bunche and photographer Gordon Parks.

Boyd also led a sales team composed entirely of blacks around the country to promote
Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the U.S.;
Boyd's team faced a great deal of discrimination as a result, from insults by Pepsi co-workers to
threats by the Ku Klux Klan. On the other hand, it was able to use racism as a selling point,
attacking Coke's reluctance to hire blacks and support by the chairman of Coke for
segregationist Governor of Georgia Herman Talmadge. As a result, Pepsi's market share as
compared to Coke's shot up dramatically in the 1950s with African American soft-drink
consumers three times more likely to purchase Pepsi over Coke. After the sales team visited
Chicago, Pepsi's share in the city overtook that of Coke for the first time.

Journalist Stephanie Capparell interviewed six men who were on the team in the late 1940s:

The team members had a grueling schedule, working seven days a week, morning and night, for
weeks on end. They visited bottlers, churches, "ladies groups," schools, college campuses,
YMCAs, community centers, insurance conventions, teacher and doctor conferences, and various
civic organizations. They got famous jazzmen such as Duke Ellington and Lionel Hampton to
give shout-outs for Pepsi from the stage. No group was too small or too large to target for a
promotion.

Pepsi advertisements avoided the stereotypical images common in the major media that depicted
one-dimensional Aunt Jemimas and Uncle Bens whose role was to draw a smile from white
customers. Instead it portrayed black customers as self-confident middle-class citizens who
showed very good taste in their soft drinks. They were economical too, as Pepsi bottles were
twice the size.

This focus on the market for black people caused some consternation within the company and
among its affiliates. It did not want to seem focused on black customers for fear white customers
would be pushed away. In a national meeting Mack tried to assuage the 500 bottlersin attendance
by pandering to them, saying: "We don't want it to become known as a nigger drink." After Mack
left the company in 1950, support for the black sales team faded and it was cut.
PEPSI PERFECT

Pepsi Perfect is a vitamin-enriched soft drink used in Back to the Future Part II when Marty
orders it in the Cafe '80s.

To commemorate the trilogy's 30th anniversary, Pepsico decided to release a limited-edition run
of 6,500, with each costing $20.15 which spells 2015, and are releasing it on October 21, 2015
online.[16] At Comic-Con, around 1,500 bottles were given to the 1,500 people who were
dressed as Marty McFly at the annual convention, in commemoration of the trilogy.

The bottle itself is a 16.9 oz. container full of original Pepsi, under the name Pepsi Made with
Real Sugar.

Marketing strategy

The Pepsi logo used from 1969 to 1991. In 1987, the font was modified slightly to a more
rounded version which was used until 1991. This logo is now used for Pepsi Throwback

The Pepsi logo used from 2003 to late 2008. Pepsi Wild Cherry continued to use this design
through March 2010.Pepsi ONE continued to use this design until mid-2012. This logo is still in
use in some international markets. The original version had the Pepsi wording on the top left of
the Pepsi Globe. In 2007, the Pepsi wording was moved to the bottom of the globe.
The Pepsi logo used from 2008 to 2014. In October 2008, Pepsi launched an entirely new logo,
but it did not come into effect until early 2009, when usage of the last logo ended. The Pepsi ball
is now two-dimensional again, and the red white and blue design has been changed to look like a
smile, which changes size according to the specific type of Pepsi it is used on (i.e. Diet Pepsi or
Pepsi Max). The font used in this logo is almost identical to the font used for Diet Pepsi from
1975 to 1986. It is also worth noting that the "e" in "pepsi" is shaped liked previous forms of the
Pepsi Globe.

From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonly
used slogan in the days of old radio, classic motion pictures, and later television. Its jingle
(conceived in the days when Pepsi cost only five cents) was used in many different forms with
different lyrics. With the rise of radio, Pepsi utilized the services of a young, up-and-coming
actress named Polly Bergen to promote products, oftentimes lending her singing talents to the
classic "...Hits The Spot" jingle.

Film actress Joan Crawford, after marrying then Pepsi-Cola President Alfred N. Steele became a
spokesperson for Pepsi, appearing in commercials, television specials and televised beauty
pageants on behalf of the company. Crawford also had images of the soft drink placed
prominently in several of her later films. When Steele died in 1959, Crawford was appointed to
the Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not a
board member of the larger PepsiCo, created in 1965.

The Buffalo Bisons, an American Hockey League team, were sponsored by Pepsi-Cola in its
later years; the team adopted the beverage's red, white and blue color scheme along with a
modification of the Pepsi logo (with the word "Buffalo" in place of the Pepsi-Cola wordmark).
The Bisons ceased operations in 1970 (making way for the Buffalo Sabres).

Through the intervening decades, there have been many different Pepsi theme songs sung on
television by a variety of artists, from Joanie Summers to the Jacksons to Britney Spears.
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind
tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests, the majority of
participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great
advantage of the campaign with television commercials reporting the results to the public.

Pepsi has been featured in several films, including Back to the Future Part II (1989), Home
Alone (1990), Wayne's World (1992), Fight Club (1999), and World War Z (2013).

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the
strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine
promotion marketing".

In 2007, PepsiCo redesigned its cans for the fourteenth time, and for the first time, included more
than thirty different backgrounds on each can, introducing a new background every three weeks.
One of its background designs includes a string of repetitive numbers, "73774". This is a
numerical expression from a telephone keypad of the word "Pepsi".

In late 2008, Pepsi overhauled its entire brand, simultaneously introducing a new logo and
a minimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of
its can and bottle designs. Pepsi also teamed up with YouTube to produce its first daily
entertainment show called Poptub. This show deals with pop culture, internet viral videos, and
celebrity gossip.

In 2009, "Bring Home the Cup" changed to "Team Up and Bring Home the Cup". The new
installment of the campaign asks for team involvement and an advocate to submit content on
behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown
by Mark Messier.

Pepsi has official sponsorship deals with four major North American professional sports leagues:
the National Football League, National Hockey League, Major League Baseball and National
Basketball Association. Up until December 2015 Pepsi had sponsored Major League
Soccer before the MLS signed a four-year deal with Coca-Cola.[25] Pepsi also has the naming
rights to Pepsi Center, an indoor sports facility in Denver, Colorado. In 1997, after his
sponsorship with Coca-Cola ended, retired NASCAR Sprint Cup Series driver turned Fox
NASCAR announcer Jeff Gordon signed a long-term contract with Pepsi, and he drives with the
Pepsi logos on his car with various paint schemes for about 2 races each year, usually a darker
paint scheme during nighttime races. Pepsi has remained as one of his sponsors ever since. Pepsi
has also sponsored the NFL Rookie of the Year award since 2002.

Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket team is one
of the teams that the brand sponsors. The team wears the Pepsi logo on the front of their test and
ODI test match clothing.

In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its name being
mispronounced by 25% of the population and as a way to connect more with all of the
population.

In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many of
its products by early 2009. In 2009, Pepsi,Diet Pepsi and Pepsi Max began using all lower-case
fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and
red globe trademark became a series of "smiles", with the central white band arcing at different
angles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008, and
later it was released in 2009 in Canada (the first country outside of the United States for Pepsi's
new logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina,
Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia. In
the rest of the world, the new logo has been released in 2010. The old logo is still used in several
markets internationally, and has been phased out most recently in France and Mexico. The UK
started to use the new Pepsi logo on cans in an order different from the US can. Starting in mid-
2010, all Pepsi variants, regular, diet, and Pepsi Max, have started using only the medium-sized
"smile" Pepsi Globe.

Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the new
Pepsi Logo. The word Pepsi and the logo are in the new style, while the word "Max" is still in
the previous style. Pepsi Wild Cherry finally received the 2008 Pepsi design in March 2010
and Pepsi One got the redesign in 2012.

In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and has
been described as a "sassier" version of the traditional can that Pepsi says was made in
"celebration of beautiful, confident women". The company's equating of "skinny" and "beautiful"
and "confident" is drawing criticism from brand critics, consumers who do not back the "skinny
is better" ethos, and the National Eating Disorders Association, which said that it takes offense to
the can and the company's "thoughtless and irresponsible" comments. PepsiCo Inc. is a Fashion
Week sponsor. This new can was made available to consumers nationwide in March.

In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at a
new "social" vending machine, and even record a video that the stranger would see when they
pick up the gift.[29]

In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi.

In March 2013, Pepsi for the first time in 17 years reshaped its 20-ounce bottle. However, some
areas did not get the updated bottles until early 2014.

In November 2013, Pepsi issued an apology on their official Swedish Facebook page for using
pictures of Cristiano Ronaldo as a voodoo doll in various scenes before the Sweden v
Portugal 2014 FIFA World Cup playoff game.

In November 2015, Pepsi announced it would launch a new variation called "1893". This
variation was released in 2016, as being another Pepsi variation made with all natural
ingredients, being similar to Kaleb's Cola.

Rivalry with Coca-Cola

Cola Wars

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi
conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests
suggested that more consumers preferred the taste of Pepsi (which is believed to have
more lemon oil, and less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of
Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. This became
known as the "Cola Wars".

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has
been advanced that New Coke, as the reformulated drink came to be known, was invented
specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola
quickly reintroducing the original formula as not Coke previous to 1985, but to Coca-Cola
"Classic".

According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market
share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent. Coca-Cola outsells Pepsi
in most parts of the U.S., notable exceptions being central Appalachia, North Dakota, and Utah.
In the city of Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,
exceptions include Oman; India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor of
the Pakistan cricket team since the 1990s); the Dominican Republic; Guatemala; the Canadian
provinces of Quebec, Newfoundland and Labrador, Nova Scotia, andPrince Edward Island;
and Northern Ontario.

Pepsi had long been the drink of French-Canadians, and it continues to hold its dominance by
relying on local Québécois celebrities (especially Claude Meunier, of La Petite Viefame) to sell
its product. PepsiCo introduced the Quebec slogan "here, it's Pepsi" (Ici, c'est Pepsi) in response
to Coca-Cola ads proclaiming "Around the world, it's Coke" (Partout dans le monde, c'est Coke).

As of 2012, Pepsi is the third most popular carbonated drink in India, with a 15% market share,
behind Sprite and Thums Up. In comparison, Coca-Cola is the fourth most popular carbonated
drink, occupying a mere 8.8% of the Indian market share. By most accounts, Coca-Cola was
India's leading soft drink until 1977, when it left India because of the new foreign exchange laws
which mandated majority shareholding in companies to be held by Indian shareholders. The
Coca-Cola Company was unwilling to dilute its stake in its Indian unit as required by the Foreign
Exchange Regulation Act (FERA), thus sharing its formula with an entity in which it did not
have majority shareholding. In 1988, PepsiCo gained entry to India by creating a joint venture
with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India
Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign
brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. In
1993, The Coca-Cola Company returned in pursuance of India's Liberalization policy.
Pepsi bottles in USSR period style in supermarket in Kyiv

In Russia, Pepsi initially had a larger market share than Coke, but it was undercut once the Cold
War ended. In 1972, PepsiCo struck a barter agreement with the then government of the Soviet
Union, in which PepsiCo was granted exportation and Western marketing rights
toStolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola. This
exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U.S.S.R.

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned
words like "coca colonization", Pepsi-Cola and its relation to the Soviet system turned it into an
icon. In the early 1990s, the term "Pepsi-stroika" began appearing as a pun on "perestroika", the
reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as an
attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first
American products in the Soviet Union, became a symbol of that relationship and the Soviet
policy. This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn't
Start The Fire". The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's usage of various
musicians in advertising campaigns. Coke used Paula Abdul, while Pepsi used Michael Jackson.
Both companies then competed to get other musicians to advertise its beverages.

In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the Russian
market. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly
captured a significant market share that might otherwise have required years to achieve. By July
2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.
Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewish
organizations attributed Pepsi's previous reluctance to do battle to the Arab boycott. Pepsi, which
has a large and lucrative business in the Arab world, denied that, saying that economic, rather
than political, reasons kept it out of Israel.

Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The design of the
Pepsiman character is attributed to Canadian comic book artist Travis Charest, created sometime
around the mid-1990s. Pepsiman took on three different outfits, each one representing the current
style of the Pepsi can in distribution. Twelve commercials were created featuring the character.
His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda.
Pepsiman happens to appear at just the right time with the product. After delivering the beverage,
sometimes Pepsiman would encounter a difficult and action-oriented situation which would
result in injury. Another more minor mascot, Pepsiwoman, also featured in a few of her own
commercials for Pepsi Twist; her appearance is basically a female Pepsiman wearing a lemon-
shaped balaclava.

In 1996, Sega-AM2 released the Sega Saturn version of its arcade fighting game Fighting Vipers.
In this game Pepsiman was included as a special character, with his specialty listed as being the
ability to "quench one's thirst". He does not appear in any other version or sequel. In
1999, KID developed a video game for the PlayStation entitled Pepsiman. As the titular
character, the player runs "on rails" (forced motion on a scrolling linear path), skateboards, rolls,
and stumbles through various areas, avoiding dangers and collecting cans of Pepsi, all while
trying to reach a thirsty person as in the commercials.

Car contest in Novosibirsk

In 2002, at Novosibirsk, Pepsi created a contest to win a car, where customers who bought a
bottle of Pepsi could win a car by choosing the right key for the car. However, when a man was
able to open a car, he was sued by Pepsi, as Pepsi considered that he had forced the car open by
applying pressure on the lock instead of selecting the right key, although the man stated that he
had complied with every step of the contest rules.
Ingredients

Nutrition facts

Serving size 12 fl oz (355 ml)

Servings per container 1

Amount per serving

Calories 150 Calories from fat 0

% Daily value*

Total fat 0 g 0%

Saturated fat 0 g 0%

Trans fat 0 g

Cholesterol 0 mg 0%

Sodium 15 mg 1%

Potassium 0 mg 0%

Total carbohydrate 41 g 14%

Dietary fiber 0 g 0%

Sugars 41 g

Protein 0 g

Vitamin A 0% Vitamin C 0%

Calcium 0% Iron 0%

*Percent daily values are based on a

2,000-calorie diet. Your daily values may be
higher or lower depending on your calorie
needs.
In the United States, Pepsi is made with carbonated water, high fructose corn syrup, caramel
color, sugar, phosphoric acid, caffeine,citric acid and natural flavors. A can of Pepsi (12 fl
ounces) has 41 grams of carbohydrates (all from sugar), 30 mg of sodium, 0 grams of fat,
0 grams of protein, 38 mg of caffeine and 150 calories. The caffeine-free Pepsi-Cola contains the
same ingredients but without the caffeine.

In August 2010, PepsiCo entered into a 4-year agreement with Senomyx for the development of
artificial high-potency sweeteners for PepsiCo beverages. Under the contract, PepsiCo is paying
$30 million to Senomyx for the research and future royalties on PepsiCo products sold using
Senomyx technology. According to PepsiCo, this collaboration will focus on the discovery,
development and commercialization of sweet enhancers, with the purpose of providing lower-
calorie PepsiCo beverages. PepsiCo will have exclusive rights to the Senomyx sweet flavor
ingredients developed through the collaboration.

In September 2012 Pepsi launched a new product called Pepsi Next which contains 30% less
sugar and added Stevia as a zero calorie sweetener. The product was rolled out in Australia and
was launched in the US on February 27, 2013.
SLOGANS

American slogans

1939–1950: "Twice as Much for a Nickel"

1949: "Pepsi Cola P-E-P-S-I (spelled out), that's your smartest cola buy."

1949–1950: "Pepsi Cola hits the spot, two full glasses, that's a lot"

1950: "More Bounce to the Ounce"

1950–1957: "Any Weather is Pepsi Weather"

1957–1958: "Say Pepsi, Please"

1959-1960: "The Sociables Prefer Pepsi"

1961–1964: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers)

1964–1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers)

1967–1969: "(Taste that beats the others cold) Pepsi Pours It On".

1969–1973: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"

1973–1977: "Join the Pepsi People (Feeling Free)"

1975-1978: "Have a Pepsi Day"

1979–1981: "Catch That Pepsi Spirit" (David Lucas, composer)

1981–1983: "Pepsi's got your taste for life"

1983–1984: "Pepsi Now! Take the Challenge!"

1984–1988 and 1990-1991: "Pepsi. The Choice of a New Generation" (featuring

1995–1996: "Drink Pepsi. Get Stuff." (Pepsi Stuff campaign)

1996: "Change The Script"

1997–1998: "Generation Next" (with the Spice Girls)

1998: "Generation Next" (with Ricky Martin, During 1998 FIFA World Cup)

1998–1999: "It's the cola" (100th anniversary commercial)

1999: "Ask for More" (commercial and promotional single with Janet Jackson)

1999–2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney
Spears/commercial with Mary J. Blige)

2003: "It's the Cola"/"Dare for More" (Pepsi Commercial)

2006–2007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J. Blige)

2007–2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander)

2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)

2008: "Pepsi is #1" ТV commercial (Luke Rosin)

2012: "Change The Game" (featuring David Beckham, Ronaldinho, Cesc Fàbregas, and Lionel
Messi)

2012: "The Best Drink Created Worldwide"

2013–2015: "Live for Now" – used for the 2013 Super Bowl Halftime show commercial
featuring Beyoncé

2015: "Out of the Blue" - used exclusively for a music ad campaign encouraging music makers
to send submissions in a contest.

2015–present: "The Joy of Pepsi-Cola"

International slogans

1990–1991: "Yehi hai right choice Baby, Aha" (Hindi – meaning "This is the right choice Baby
<sound of approval>") (India)
1996–1997: "Pepsi: There's nothing official about it" (during the Wills World Cup (cricket) held
in India/Pakistan/Sri Lanka)

1999–2006: "Yeh Dil Maange More!" (Hindi – meaning "This heart asks for more") (India)

2002: "Change the World" (Japan)

2003-2007: "Khallik adaha" (Arabic) (Middle East and North Africa) - meaning "stay on its size"

2000–present: "Pepsi ye pyaas heh badi" ((Hindi) meaning "There is a lot of thirst" (India))

2009–present: "Yeh hai youngistaan meri jaan" (Hindi – meaning "This is our young country my
darling")

2009–present: "My Pepsi My Way" (India)

2009–present: "Refresca tu Mundo" (Spanish – meaning "Refresh your world") (Spanish

speaking countries in Latin America)

2009: "Joy It Forward" (Canada)

2010–2014: "Pepsi. Sarap Magbago." (Philippines – meaning "It's nice to change")

2010–2011: "Badal Do Zamana" (Urdu – meaning "Change The World" by CALL) (Pakistan)

2010–2011: "Love!" (Japan, for Pepsi Nex)

2010–present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" ("It can be good, it can be
very good, it can be Pepsi") – Brazil and Portugal

2011–present: "Change the game" (India, Bangladesh and Pakistan for the 2011 Cricket World
Cup)

2011–2013: "Dunya Hai Dil Walon Ki" (Pakistan - meaning "World is For Lovers" by Ali Zafar)
[58]

2011–present: "Ici, c'est Pepsi" (Québec - meaning "Here, it's Pepsi")

2011–present: "Go Next!" (Japan, for Pepsi Next)

2013–present: "Kore BaMishpahot Hakhi Tovot!" (Hebrew) (Israel) - meaning "Heppens at the
best families"

2013–2015: "Dil Maange Abhi" (Urdu) (Pakistan - meaning "Heart Asks Now")

2013–present: "Oh Yes Abhi" (Hindi) (India) - "meaning Oh Yes Now"

2013–present: "Yalla now!" (Arabic) (Middle East and North Africa) - meaning "Let's Go Now"

2015–present: "Live It Abhi" (India) (Pakistan, 2015–2016) - meaning "Live It Now"

2015–present: "Pepsi. Araw mo 'to." (Philippines - meaning "It's your day")

2016–present: "Seru Itu Pilihan" (Indonesian) (Indonesia) - meaning "The better choice"

2016–present: "Khana Banay Exciting" (Pakistan - meaning "Meal Turns Exciting" by Fawad
Khan)

Global slogans

2013–present: "Embrace your past, but live for now" - Global campaign featuring Beyoncé.
PRODUCT RANGE

7UP

Brand History

7UP, the refreshing clear drink with a natural lemon and lime flavor was created in 1929. It was
launched in India in 1990 and its international mascot Fido Dido was used for advertising in
1992, to position the brand as a cool drink for youngsters. Fido became an instant hit with his
trendy look, laid-back attitude and unconventional take on life. 7UP is one of the first to be
nationally distributed besides being marketed as a healthier alternative to other soft drinks.

Brand Advantage

7UP's lemon refreshment picks you up and leaves you feeling upbeat. Its sparkling, crisp lemon
and lime flavor keeps you positive against all odds. Just the perfect drink for a country that's
simply unputdownable by its share of downswings and challenges. We're always upbeat about
the present, and optimistic about our future. 7UP’s brand philosophy - I Feel Up - celebrates this
irrepressible optimism.
Did You Know?

Over the years 7UP has engaged the youth with its lemon based refreshing taste coupled with its
refreshing attitude towards life.

This refreshing take of 7UP has been evident in all its communication through the years. Over
the years 7UP has been serenaded by crooning’s of the svelte Yana Gupta got cajoled by curvy
Mallika Sehrawat was uniquely endorsed by Bappi Lahiri, its take on life popularized by
Sharman Joshi, Allu Arjun, STR and Puneeth Rajkumar. Most recently Irrfan Khan got refreshed
by 7UP. The Pepsi IPL teams of Chennai Super Kings and Hyderabad Sunrisers also get their
dose of refreshment from 7UP.

7UP has always had a huge presence in South India. The brand has been running its hugely
popular yearly program of ‘7UP Dance Pattalam’. Apart from the large prize money, the program
provides a most coveted platform to the Dancing talent from South India. Each year the love of
the consumers makes this program even bigger. The program has got associations from some of
the great dancing Superstars of the South – Allu Arjun, STR (Simbu) and Puneeth Rajkumar.

Duke's

Duke’s Legacy

Founded in 1889 by Dinshwaji Pandole, Duke’s is a brand that is seeped in Mumbai’s rich
history. It was in many ways the country’s first aerated soft drink and a pioneer on many fronts.
Many a generations have grown up enjoying the refreshing taste of Duke’s. Thus when PepsiCo
India brought this brand in 1994, it also inherited Duke’s rich Mumbai legacy. While
the Lemonade flavour has refreshed the consumers ever since, in September 2011 some more
flavours of Duke’s , the delicious Raspberry and the sugary sweet Ice-cream soda were
relaunched. And with it was launched Duke’s Masala Soda, with its strong local flavour that has
the consumers wanting for more..

Duke’s – Refreshing Mumbai!!

Just a year into its re-launch Duke’s is being loved by all Mumbaikars. While the old drink is for
nostalgia, the young are attracted to the unique flavours that Duke’s offers. Be it morning, after
meal or in the evening breeze Duke’s flavours refresh you every time. As Duke’s consumers say
Duke’s is an ‘Anytime Drink’!!! The sweet Raspberry loved by the Parsi community in Mumbai
is getting many new connoisseurs. The Mumbai Masala Soda appeals to all with a very unique
Indian taste. What’s more the new party mixers launched under the Duke’s name have taken the
young in city by storm. No party is complete without the Classic Mojito or theExotic Blue
Lagoon!!!

Brand Facts

Founded in 1889 by Dinshwaji Pandole a Parsi gentleman

Bought by PepsiCo in 1994

Relaunched in 2011

Mirinda

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Brand History

Mirinda is an international soft drink brand from Spain that was launched in India in 1991. The
irresistible taste of Mirinda was communicated through our 1996 ‘Mirinda Men’ campaign, the
2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the ‘Taste Aisa Chaye Character Fisla Jaye’
campaign of 2003.

In 2008, the brand decided to up the ante and deliver a brand philosophy that would resonate
strongly with consumers. Consequently, Mirinda adopted a bold and vibrant colour, great
orangey taste and sparkling bubbles that encouraged one to be more carefree, spontaneous and
playful and occasionally give in to an impulse of uninhibited fun. This was conveyed through the
‘Pagalpanti Bhi Zaroori Hai’ campaign with Asin in 2008. In 2009, Mirinda established orange
as the core of the brand with ‘Orange Dikha Toh Mooh Bola Mirindaaaa’.

Quick Brand Facts

1991: Mirinda Orange launched in India.

1998: Mirinda Lemon launched in India.

Mountain Dew

Brand History The main formula of Mountain Dew was invented in Virginia. The drink was
named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.

In India, Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch
campaign ‘Cheetah Bhi Peeta Hai’.

Brand Advantage

It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus
taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are deeply
entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and
rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand and its
connection to outdoor adventure.

Did You Know?

‘Darr Ke Aage Jeet Hai’

In 2007, the brand was re-launched with a completely new, punchier formulation.
Communication aimed at forging a strong emotional connect with the audience. Thus began the
‘Darr Ke Aage Jeet Hai’ campaign, which acknowledged that fear was a very real aspect of the
world of adventure and Mountain Dewwanted young people to believe in themselves in their
moment of fear. For beyond fear lay victory.

Quick Brand Facts

Mountain Dew was invented in Virginia in 1948.

It was launched in India in 2003.

Pepsi

Brand History

Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. Pepsi is
ubiquitous on just about every social occasion.
Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single
largest selling soft drink brand in India is actually a formula concocted a century ago in a
faraway continent.

1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink
and decided to call it Brad’s drink. The potion was to become Pepsi Cola in 1898, and eventually,
Pepsi in 1903.

Since its inception, Pepsi has always been at the forefront of the beverage industry and has come
up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and
the enviable My Can.

Brand Advantage

Pepsi has become a friend to youth and youth culture. Over generations, youngsters have grown
up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be
it parties, hangouts with friends, or just another day at home, a day is never complete without the
fizz of Pepsi!

Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth
icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar,
Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India.

Pepsi Changed the Game during the 2011 cricket world cup by challenging convention,
celebrating the unorthodox and by becoming the official sponsor of everything that was
unofficial about the sport! Change the Game even as a thought has gained enormous popularity
and generated tremendous buzz.

Taking the same theme forward in 2012, Pepsi changed the game yet again by taking the lead in
celebrating the exciting new platform of football. Having brought the biggest international
football stars and pitching them against the mighty Indian cricketers in a classic faceoff for Pepsi
– is something which only a brand like Pepsi can deliver.

Quick Brand Facts

Flagship brand of PepsiCo.

100 year old brand loved by over 200 million people worldwide.

An iconic youth brand in India.

Slice

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become
a leading player in the category.

In 2008, Slice was relaunched with a winning product formulation that made consumers fall in
love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built a
powerful appeal.

Brand Advantage

With the launch of the ‘Aamsutra’ campaign in 2008, its winning taste and appealing pack
graphics, Slice created a great deal of excitement in its category and celebrated the indulgence in
mangoes like no other brand had done before.

While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the
sheer indulgence and sensuality involved in consuming a mango. The creative ‘Aamsutra’ idea
communicates the experience of extreme sensuous pleasure through the act of drinking Slice.

Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva
Katrina Kaif as the brand ambassador for Slice.

In 2009, Slice took the notion of indulgence to a whole new level with the launch of the ‘Slice
Pure Pleasure Holidays’, giving its consumers a chance to win luxurious all-expenses-paid
holidays to dream European destinations like Paris, Vienna, Greece and Venice.

Quick Brand Facts

Slice was launched in India in 1993

Slice Mangola was introduced in 1994

Tropicana

Brand History

Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, Tropicana has matured into one of
the most respected beverage brands. Tropicana is the #1 brand in packaged 100% Juice* in the
world in 2011 in off-trade volume. It is today available in 63 countries. Since 1998, Tropicana
has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100%
in 2008.

Brand Advantage

Tropicana continues to select the best fruit to manufacture high-quality juices and original
products, pioneer innovative processes and explore new markets for its products. It is committed
to fostering healthy lifestyles by ensuring that its products are naturally nutritious and provide
the daily benefits that one needs.

In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice
Beverages (sold as Tropicana).

Quick Brand Facts

Launched in India in 2004.

Available in two categories - 100 percent juice and juice-based drinks.

 OBJECTIVE OF THE STUDY

An objective is the most important part of a research .The objective is the bull’s eye,
which a researcher has to hit. The objective determines the path on which a researcher
has to walk on, and help him/her by not deveining from the path.

 To analyse sales promotion towards the company’s products range.

 Analyse consumer satisfaction for after sales service provided by Pepsi .
 Analyse the Consumer behaviour of among Pepsi .
 To get aware with the procedure of sales department.

 To analyze the awareness of customer of Pepsi

 SCOPE OF STUDY

The scope formulation is the first step to a successful Research process. Project undertaken the
problem of analyzing the sales promotion of Pepsi in varanasi

IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business environment. New
thoughts and ideas should pour into its, Research & Development to innovate its existing
products which should be beyond competitors comprehension.

This study enables the user with answer to formulate an effective marketing mix strategy with a
broader prospective to tap areas where it did not feel the need earlier, hence the decision of
whether to penetrate this section or not can be found out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the fluctuation in prices from
time to time & from product to product.

Special reference is made to the improvement of ability of product in terms of packaging&

product innovations & advertisement always means to cut down competitors.
 RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts used
during primary research in order to arrive at findings; which are also dealt with and lead to a
logical deduction towards the analysis and results

RESEARCH DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have to find about the
problem and then work on solving the problem. Whereas in case of descriptive research, we
know the problem, we just have to find the solution to the problem. Generally descriptive
research design is applied after exploratory research design.

Here after doing the secondary research, we found the general perception about the retail baking
but then in second phase we tried to figure out where the difference lies and on what basis the
banks differ from each other
RESEARCH TOOL

Research tool

The purpose is to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which remain unanswered , this shall be further taken up in the
next stage of secondary research. This stage shall help to restrict and select only the important
question and issue, which inhabit growth and segmentation in the industry.

DATA COLLECTION:

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports studied under
secondary data. Primary Data was taken with questionnaire

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Varanasi city. The
objectives of the project has been fulfilled by getting response from the customer associated to
these segments through a personal interview in the form of a questionnaire. The responses
available through the questionnaire are used to evaluate the sales promotion for the products of
Pepsi and the willingness of the customer to purchase its products on future.

The project also covers an analysis of the switch over of customers to competitors products in the
market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research process. Project
undertaken the problem of analyzing the sales promotion of Pepsi
 THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which are
as follows:

Primary Objective:

 To analyse sales promotion towards the company’s products range.

Secondary Objective:

 Analyse consumer satisfaction of Pepsi .

 Analyse the Consumer behaviour of Pepsi .
 THE RESEARCH DESIGN

The research design used in the project is exploratory design. The investigation
is carried upon the customers in Varanasi city. The reason for choosing this design is to get
responses from the customers so that their buying behaviour about the products of the company
and their loyalty could be predicted.

THE DATA SOURCE

The data has been taken from two sources

 Primary data source

The primary data source has been collected through questionnaire by personally interviewing
each respondent on a number of queries structured in a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

THE AREA OF WORK

The field work is conducted in the Varanasicity in various Places like JHV Mall,
B.H.U,Showroom and retailers situated in different location all over the city.
 THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non
biased response are selected thus the sample size is taken out to be 100 units.
 LIMITATION

Though, best efforts have been made to make the study fair, transparent and error
free. But there might be some inevitable and inherent limitations. Though outright measure are
undertaken to make the report most accurate.

The limitation of the survey are narrated below:

 The project is valid for Varanasi city only.

 It was not possible to cover each and every respondent due to time constrains.
 There may be some biased response form the respondents
 Some respondents did not provide the full data.
 Unwillingness on the part of the customers to disclose the information as per the
questionnaire.
 The decisiveness on the part of the customers regarding some question hence difficulty
faced in recording and analyzing the data.
 DATA ANALYSIS

1. Do you like the idea of purchasing Pepsi?

Yes 87

No 13

INTERPRETATION

87% respondent said that they have idea of purchasing Pepsi products but 13% are not
2. Have you ever purchase product of Pepsi ?

Yes 77

No 23

INTERPRETATION

77% respondent said that they have ever purchase product of Pepsi but 23% are not
3. What helps you to decide which product of Pepsi you purchase?

TV Advertisement 23

Personal recommendation 36

Special offer 11

Radio advertising 17

News paper 7

Word of mouth 6

INTERPRETATION

23% respondent said that they decide to purchase the product of Pepsi by TV advertisement, 36
personal recommendation, 11% special offer, 17% radio advertising, 7% from News paper and
6% word of mouth.
4. How frequently you see advertisement of Pepsi ?

Weekly 27

Monthly 37

daily 27

None 19

INTERPRETATION

25% respondent said that they have see advertisement of Pepsi product weekly, 33% monthly,
25% daily, but 17% none.
.
6. What according to you are attractive features that buy Pepsi?

Quality 32

Economy 49

Taste 19

19%
32%

49%

Quality Economy Taste

INTERPRETATION

32% respondent said that they have attractive features that buy Pepsi is Quality, 49% Economy,
19% taste.
7 Are you satisfied with Pepsi ?

Yes 91

No 9

INTERPRETATION

91% respondent said that they satisfied buy 9% no.

8. Do according to you Pepsi have changed the way the Consumer satisfaction towards soft
drink?

Yes 71

No 29

INTERPRETATION

71% respondent said that Pepsi have changed the way the Consumer behavior towards soft drink
product Yes but 29% said no.
9. Do you suggest Pepsi to others

Yes 89

No 11

INTERPRETATION

89% respondent said that they suggest Pepsi to others yes but 11 said no.
10. How will you rate present Pepsi performance?

Poor 7

Satisfactory 23

Fair 27

Good 21

Very good 13

Excellent 9

INTERPRETATION

7% respondent said that they rate your present Pepsi performance poor, 23% satisfactory, 27%
fair, 21% good, 13% very good, 9% excellent.
11. Which brand soft drink do you use frequently ?

Pepsi 37

Coca~Cola 32

Others 31

31.00%
37.00%

Coca cola
Pepsi
Others

32.00%

INTERPRETATION

37% respondent said that they were using Pepsi , 32% Coca~Cola, and 32% others.
 FINDINGS

 87% respondent said that they have idea of purchasing Pepsi but 13% are not
 77% respondent said that they have ever purchase product of Pepsi but 23% are not
 23% respondent said that they decide to purchase the Pepsi by TV advertisement, 36
personal recommendation, 11% special offer, 17% radio advertising, 7% from News
paper and 6% word of mouth.
 25% respondent said that they have see advertisement of Pepsi weekly, 33% monthly,
25% daily, but 17% none.
 32% respondent said that they like quality of pepsi, 49% Economy, 19%
 91% respondent said that they satisfied buy 9% no.
 71% respondent said that Pepsi have changed the way the Consumer satisfaction towards
product Yes but 29% said no.
 89% respondent said that they suggest Pepsi to others yes but 11 said no.
 7% respondent said that they rate present Pepsi performance poor, 23% satisfactory,
27% fair, 21% good, 13% very good, 9% excellent.
 37% respondent said that they were using Pepsi , 32% Coca~Cola, and 32% others.
 SUGGESTIONS AND RECOMMENDATION
The recommendations are
 The brand loyalty for more Pepsi can be increased if the Quality and appearance of the
products are given due attention because pepsi has captured a major share of soft drink.

 The switch over of the customers can be prevented if more of new products are launched
more frequently like Coca~Cola which launches new products with slight variations from the
previous.

 Quality are good but it still needs improvements.

 CONCLUSION

The report comes to the following conclusion

 The customers of Pepsi are brand loyal with only a small percent want to shift over to other
brands. Trying of other brands by customers is mainly because the customer wants to try
something new.
 The performance of Pepsi is fair in comparison to Coca~Cola
 Economy is the basic feature influencing to built brand Image.
 The competition of Pepsi is majorly Coca~Cola.
 Due to high brand loyalty the customers of Pepsi recommend its product to others.
 The customers are satisfied with the product range of Pepsi .
 BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma
 Research Methodology : C. R. Kothari
 Websites
 www.pepsi.com
 www.google.com
 QUESTIONNIARE

Q1) Do you like the idea of purchasing Pepsi ?

( a) Yes ( b) No

Q2) Have you ever purchase product of Pepsi ?

( a) Yes ( b) No

Q3) What helps you to decide which product of pepsi you purchase?

( a) TV Advertisement ( b) Personal recommendation ( c) Special offer

( d) Radio advertising ( e) News paper ( f) Word of mouth

Q4) How frequently you made a purchase Pepsi ?

( a) Weekly ( b) Monthly ( c) Quarterly ( d) None

Q6) What according to you are attractive features that buy Pepsi ?

(a) Quality (b) Economy (c) performance

Q7) Are you satisfied with Pepsi ?

(a) Yes (b) No

Q8) Do according to you Pepsi have changed the way the Consumer satisfaction towards soft
drink ?

(a) Yes (b) No

Q9.Do you suggest Pepsi to others

 Yes
 No

Q10. How will you rate present Pepsi performance?

 Poor
 Satisfactory
 Fair
 Good
 Very good
 Excellent
Q11. Which Brand of soft drink you use frequently ?

 Pepsi
 Coca~Cola
 Others