AT A GLANCE..

First made in the Pharmacist CALEB BRADHAM 1890s by

Brand trademarked on June 16, 1903. PepsiCo entered India in 1989 PepsiCo owns 5 different billiondollar brandsPepsi, Tropicana, Frito-Lay, Quaker, and Gatorade Soft drink portfolio also consists of Mirinda and 7Up

MARKET SCENARIO- INDIA

India is one of the top five markets in terms of growth of soft drinks Per capita consumption of soft drinks very low as compared to US One of the fastest growing markets for soft drinks. The level of consumption is seen to increase with rising household incomes while decrease with age.

MARKET SCENARIO- INDIA

Market share of both Companies is more or less the same Major players-PepsiCo and Coca-Cola Co Consumption highest in Tier I cities such as Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Bengaluru.

CORE & AUGMENTED PRODUCT

Perceptual Mapping
HIGH SPRITE

THUMPS-UP FIZZ

PEPSI

COCA-COLA

FANTA

LOW LOW SWEETNESS HIGH

SEGMENTATION
Pepsi correctly rode the wave of the future

A young population which would respond to an aggressive, well-focused advertising campaign and a slightly different product.

Successful product "differentiation through demographic and psychographic segmentation made Pepsi the nearly equal of Coke"

POSTIONING
Positioning is not what you do to a product. Its what you do to the mind of the prospect or Buyer. Pepsi positioned it self as first in the mind of teenage & young crowd Used campaigns like, Generation Next,The Choice of a New Generationand to some extent old age as they always feel they are still young.

TARGETING
Targeting new generation people, youngsters. Pepsi has always taken the lead in developing new products.

Pepsi has always taken more risks, acted rapidly, and was always developing new advertising ideas.

BRAND PERSONALITY
Spirited Young Uptodate Outgoing Excitement

SWOT
STRENGHTS Outstanding Reputation Record Revenues Increasing Market share Strong Distribution Innovative Advertising OPPORTUNITIES Non-Carbonated drinksFastest growing part of the industry Increase Customer base other than youngsters Expand market to Middle-east and Latin America WEAKNESSES Far behind in International Market from leader Coca-Cola Falling behind in International Markets Failure in capitalizing star endorsements THREATS Increasing trend towards healthy food Entry of new and healthier Fruit Juices

MARKETING STRATEGY
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. 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. Also in 4th quarter of 2008 Pepsi teamed up with Google/YouTube to produce the first daily entertainment show on YouTube, Pop tub. Refresh Everything Campaign-redesigning its logo and re-branding many of its products by early 2009.

Glocalisation of brand
Different flavours for different countries and seasons
Blue Hawaii: Blue-colored, pineapple and lemon flavored. Released in Japan. Pepsi Gold: Gold-colored, ginger-flavored variant at the 2006 FIFA World Cup and Cricket World Cup Pepsi A-ha: Lemon-flavored, sold in India. Pepsi Raw: British name for Pepsi Natural Pepsi Vanilla: Vanilla-flavored, released in Canada and the U.S. in 2003

FUTURE MARKETING STRATEGIES

Expand Customer Base Target Rural Market Increase emotional connect with the audience Expand beyond the Youngistan