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VISHWANATH PARUI MMM - 16

Prof V. SUBRAMANIAN
MARKET RESEARCH OF PEPSI INDIA
ABOUT PEPSI
PepsiCo Inc. is an American multinational food and beverage
corporation headquartered in Purchase, New York, United States.
PepsiCo is the second largest food & beverage business in the world.

Pepsi was first introduced as "Brad's Drink" in New Bern, North
Carolina, United States, in 1893 by Caleb Bradham.

PepsiCo has been operating in India since 1989. According to market-
research company Euromonitor International, PepsiCo accounted for
37% of carbonated soft drink sales in India in 2011, trailing Coke, which
accounted for 60%.

In the cola battle, Pepsi enjoys a comfortable lead over Coke's
flagship Coca-Cola, accounting for 15% of the country's cola sales in
India, compared with Coke's 8.8%, according to Euromonitor.

Frequently Changing Logos
Pepsi wants to be the choice of the new
generation. They use language like
Refresh Everything. Generation
Next. Be Young, Have Fun, Drink
Pepsi. To Pepsi, change is good. It
creates stickiness in their head with
great impact. And dont wanted to lack
behind with competitors. They are
constantly evolving their identity. They
change it as a form of 'rebirth' for the
brand.

MARKETING RESEARCH
Frequently changing slogans according to current market trend as per
India
19901991 : "Yehi hai right choice Baby, Aha"
19961997 : "Pepsi There's nothing official about it
19992006 : Ye Dil Maange More
2000 : "Pepsi ye pyaas heh badi
2009 : "Yeh hai youngistaan meri jaan
2009 : "My Pepsi My Way"
2011 : "Change the game"
2013 : "Oh Yes Abhi"
A brand fresh slogan does always create a successful brand.
It is the only way that makes the brand more noticeable,
identifiable, and preferable a place like India.
MARKETING RESEARCH
S. W. O. T ANALYSIS
STRENGHT :
Product Diversity
Large number of products
Successful marketing and advertising campaigns
Competency in mergers and acquisitions
Pesticide regulation in India
Social Practices in India called, positive water balance




S. W. O. T ANALYSIS
WEEKNESS
Wrong Advertisement (using tap water but labeling it as mountain spring
water)
Low pricing
Weak brand awareness
Too Low net profit margin

S. W. O. T ANALYSIS
OPPORTUNITIES
Growing beverages and snacks consumption in emerging markets
Increasing demand for healthy food and beverages
Further expansion through acquisitions
Entering into Dairy products
Enter into rural markets
S. W. O. T ANALYSIS
THREATS
Changes in Consumer Tastes
Water Scarcity In Country like India
Decreasing gross profit margin
Legal requirements to disclose negative information
on product labels
THANKYOU