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ISMS Academy for Advance Learning Pune – Maharashtra - India

Marketing Research on PepsiCo
March 9, 2012

Sanjay Kumar

Statement of Authenticity I certify that the work submitted in regard to this assignment is my own and wherever the works of others have been used to support my work, the credit has been dully acknowledged.

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Date: March 1, 2012

Research L01, L02

India Table of contents Sl. Objective Page 2 of 11 . No 1 2 3 4 5 Executive Summary Introduction Research question Particulars ----------- Page No 3 4 4 4-5 5 Explain the factors that contribute to the process of successful research question selection.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. Pune – Maharashtra .

www. united state of America 1965 Founder:-Donald Kendall. Pune – Maharashtra .public Type of industry:-Foods beverages Founder:-North Carolina. Link:. united states Areas served:-World wide Total Employees:.294.338 billion Divisions:-PepsiCo America Foods.000 CEO:-Ingra Noyil Net Income in 2010:-us $ 6.pepsico. PepsiCo Europe. Page 3 of 11 . PepsiCo America beverages. Herman lay Headquarter:-New Type:.India Executive Summary: Research Pepsi Co ltd. Middle East & Africa.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. Asia.

India Introduction Page 4 of 11 . Pune – Maharashtra .Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning.

Pune – Maharashtra .India Page 5 of 11 .Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning.

5. To know about customer perception towards Pepsi brand image To know about customer satisfaction Impact of market strategy on customer Page 6 of 11 . Pune – Maharashtra .Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning.India Objectives: To find out marketing strategy of Pepsi. To know about customer value of Pepsi. To analyze the SWOT analysis of Pepsi. 4. 3. 2. 6.

Key Dates: 1898: Pharmacist Caleb D. We can see the credibility of data and critical review of data. Mountain Dew is acquired from Tip Corporation. 1936: Pepsi-Cola Company becomes a subsidiary of Loft. 1967: Frito-Lay introduces Doritos tortilla chips to the national U. Page 7 of 11 . 1977: PepsiCo acquires Taco Bell. Pizza Hut. 1931: Company again goes bankrupt and is resurrected by the president of Loft Inc. Mega gel reorganizes the firm as the National Pepsi-Cola Company. 1905: Brad ham begins establishing a network of bottling franchises. with PepsiCo retaining a 35 percent stake. 1997: Taco Bell.India Literature review: In this we can see the how much data is relevant to our research topic. 1981: Frito-Lay introduces Tostitos tortilla chips. 1939: First national radio advertising of the Pepsi brand. providing products that are safe. Guth. Inc. 1923: Brad ham's company goes bankrupt. how many countries company is operated. and KFC are spun off into a new company called Tricon Global Restaurants.4 billion. We believe our commercial success depends upon offering quality and value to our consumers and customers. Which strategy they followed etc. 1933: The size of Pepsi bottles is doubled. Company Perspectives PepsiCo's overall mission is to increase the value of our shareholder's investment. 1999: Pepsi Bottling Group is spun off to the public.. the new firm using the name Pepsi-Cola Company. Charles G. We do this through sales growth. 1998: PepsiCo acquires Tropicana Products for $3. economically efficient and environmentally sound. Brad ham begins selling a cola beverage called Pepsi-Cola. 1941: Loft and Pepsi-Cola merge.S.. 1986: The Kentucky Fried Chicken (KFC) chain is acquired. 2000: PepsiCo reaches an agreement to acquire the Quaker Oats Company for $13. increasing sales dramatically. 1964: Diet Pepsi debuts. cost controls and wise investment of resources. Turnover of the company. 1928: Roy C. and providing a fair return to our investors while adhering to the highest standards of integrity. We check the importance of data. 1965: Pepsi-Cola merges with Frito-Lay to form PepsiCo.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. How many products of the company. market. My research topic on Pepsi co.3 billion. Pune – Maharashtra . 1978: PepsiCo acquires Pizza Hut. wholesome. with the two predecessors becoming divisions.

Pune – Maharashtra . and Cheetos. Morrison.6 percent of the U. An even more tempting target soon attracted PepsiCo's attention: the powerhouse Gatorade brand owned by the Quaker Oats Company. Danone soon bowed out as well. with a 21 percent share of the carbonated soft drink market worldwide and 29 percent in the United States. which include Gatorade sports drink. Mountain Dew. holding a 40 percent market share and an even more staggering 56 percent share of the U. Rice a Roni. his friends' enthusiastic response convinced him that he had created a commercially viable product. market.4 billion in stock. it would also add Quaker's small but growing snack business. This appeared to be quite a coup for PepsiCo as it would not only bring on board the valuable Gatorade brand and make PepsiCo the clear leader in the fast-growing noncarbonated beverage category. PepsiCo garners about 35 percent of its retail sales outside the United States. Turning Acquisitive in the Early 21st Century: In October 2000 Enrico. and Cap'n Crunch. PepsiCo reached an agreement to acquire a majority stake in South Beach Beverage Company. Coke came exceedingly close to signing a $15. Indra Nooyi. maker of the SoBe brand. chilled orange juice market. Tostitos. PepsiCo's advance to that level was almost entirely the result of its management style and the phenomenal success of its television advertising. Frito-Lay is nine times the size of its nearest competitor and sells nine of the top ten snack chip brands in the supermarket channel. 'Doc' Brad ham prospered from his Pepsi-Cola sales. Reinemund was named the heir apparent. Morrison would also remain chairman. Overall. who was the highest Page 8 of 11 . When Caleb D. and Tropicana in approximately 50. Frito-Lay generates more than 60 percent of PepsiCo's net sales and more than two-thirds of the parent company's operating profits. the crucial decision he made turned out to be the wrong one and he was forced to sell. and Diet Pepsi & mashed among the top ten soft drinks in the U. and snack food. and Reinemund would become chairman and CEO of PepsiCo. and Aunt Jemima syrup--did not fit as neatly into the PepsiCo portfolio but were highly profitable and could eventually be divested if desired. Gatorade held an astounding 83. thereby accelerating the management transition. PepsiCo. was a mammoth multinational supplier of soft drinks. Three of its brands-Pepsi-Cola. retail market for sports drinks and was the world leader in that segment with annual sales of about $2 billion. But his successors fared no better and it was not until the end of the 1930s that Pepsi-Cola again became profitable. ten of which generate more than $1 billion annually. announced that he intended to vacate his position as CEO by the end of 2001 and his position as chairman by year-end 2002. including Lay's. As 2001 began. Brad ham concocted a new cola drink in the 1890s. which included granola and other bars as well as rice cakes.S. Seventy years later. Eventually. Life and Cap'n Crunch cereals.India Company History: PepsiCo. PepsiCo entered into talks with Quaker about acquiring the company for about $14 billion in stock. he and the head of Quaker. Popular with young consumers. In conjunction with the acquisition announcement.S. he was faced with a dilemma. Quaker oatmeal. PepsiCo was on the verge of adding to its food and drink empire the brands of the Quaker Oats Company. PepsiCo's CFO. Enrico said that upon completion of the merger. Fritos.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. PepsiCo re entered the picture. Doritos. Life.S. and in early December the firm announced that it agreed to acquire Quaker Oats for $13. Quaker's non-snack food brands--which included the flagship Quaker oatmeal. Frito-Lay in more than 40. PepsiCo's product portfolio includes 16 brands that generate more than $500 million in sales each year.S. In the United States. with Pepsi-Cola brands marketed in about 160 countries. Its Pepsi-Cola Company division is the second largest soft drink business in the world. Inc. juices. the SoBe drink line featured herbal ingredients and was the fastest growing brand in the burgeoning noncarbonated alternative beverage sector. but by early November the two sides had failed to reach an agreement. Inc. president. Coca-Cola and Groupe Danone quickly came forward to discuss acquiring Quaker. and other ready-to-eat cereals. market. Also that month. For 20 years. is the world leader in juice sales and holds a dominant 41 percent of the U. At that point. Inc. is one of the world's top consumer product companies with many of the world's most important and valuable trademarks.. Tropicana Products.75 billion takeover agreement. Ruffles. The Frito-Lay Company division is by far the world leader in salty snacks. but the company's board pulled the plug on the deal at the last minute. would become vice-chairmen of PepsiCo. The company's third division. On a worldwide basis. At that same time. Robert S. and CEO of Quaker.

Chief Executive Officer. would become president and CFO.A Ocean Spray Cranberries 14. 13. 6. convenience as well as affordability. Nooyi Chairman of the Board. Compton Chief Executive Officer.fundinguniverse. 2. Borden Cadbury Schweppes plc Campbell Soup Company Chiquita Brands International The Coca-Cola Company ConAgra Foods Groupe Danone General Mills Golden Enterprises Keebler Foods Company Kraft Foods Nestlé S. including 18 different product lines each generating more than $1 billion in annual retail sales.India ranking Indian-born woman in corporate America. Competitors of Pepsi co: 1.html PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands. The Procter & Ga http://www. 7. 5. Chief Scientific Officer.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. 3. PepsiCo Americas Foods Mehmood Khan Chief Executive Officer. 4. 11. The group has built an expansive beverage and foods business. Pune – Maharashtra . 8. nutrition. Pepsi Chief Executive Officers Indra K. PepsiCo nourishes consumers with a range of products from tasty treats to healthy eats that deliver enjoyment. 9. Global Nutrition Group and Senior Vice President. 12. It seemed likely that this new management team would take PepsiCo to new heights in the early 21st century and that the company would continue to be a more and more formidable challenger to arch-rival Coca-Cola. PepsiCo Zein Abdalla Page 9 of 11 . PepsiCo John C.

PepsiCo Donald M. Chief Personnel Officer. PepsiCo Eric J. Middle East & Africa Peter A.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. Bridgman Senior Vice President. Pune – Maharashtra . Controller. d’Amore Chief Executive Officer. PepsiCo Beverages Americas Larry Thompson Senior Vice President. Trudell Senior Vice President. PepsiCo Albert P. Kendall Co-founder of PepsiCo PepsiCo has 19 brands that generate more than $1 billion of retail sales each — up from just 11 in 2000. PepsiCo Asia. Page 10 of 11 . General Counsel and Secretary. In 2010. PepsiCo Global Operations Cynthia M. Foss Chief Executive Officer. PepsiCo Richard Goodman Executive Vice President. Pepsi Beverages Company Saad Abdul-Latif Chief Executive Officer. Brands are our lifeblood — we invest to sustain and improve brand equity in existing global brands while judiciously focusing on our local and regional brands. Chief Financial Officer. Frito-Lay North America Hugh Johnston Executive Vice President. PepsiCo Europe Massimo F. thanks in part to our brand-building activities. Government Affairs. Carey President and Chief Executive Officer. all of our $1 billion brands grew revenues.India Chief Executive Officer.

Our commitment to diversity in the workforce means we understand. systems and facilities improvements. national governments. improve crop yields and support local growing collaborative. These initiatives are simply the right thing to do. implement efficient new ways to collaborate on a global scale and share operational best practices throughout our organization. It’s also why we continue to work with global non-governmental organizations. All of which decrease waste to landfills. Page 11 of 11 . local farmers and agronomists to pursue more sustainable growing practices.India Respecting humanity’s right to water and other natural resources is a priority for PepsiCo. what our consumers seek in local markets around the world.Professional Development for Strategic Managers Extended Diploma in Strategic Management & Leadership ISMS Academy for Advance Learning. lower our energy and water use and improve the efficiency of our operations. That’s why we have invested in research. and they also demonstrate PepsiCo’s interest in the development of the agricultural supply chain in emerging markets. firsthand. create more sustainable packaging. we must rethink how we work. reduce our carbon footprint. Pune – Maharashtra . The result of these efforts is more ``engaged and productive associates who can seize opportunities to grow the company. Equally important is investing in our associates and the communities where they live. To maintain a leadership position in a changing world.