PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND UNIVERSITY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss Deepali Prohit he rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SHRIKANT PATEL MBA IIND SEM.

ACKNOWLEDGEMENT
2

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SHRIKANT PATEL BBA IIND SEM.

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " A STUDY OF BRAND PERSONALITY INDRA NOOYI " on Market Segmentation is nay own work conducted under the supervision of MISS DEEPALI PROHIT Department of Business Management, SWAMI

VIVEKANAND UNIVERSITY SAGAR To the best of my knowledge the report does

not contain any work , which has been submitted for the award of any degree , anywhere.

SHRIKANT PATEL MBA IIND SEM.

CERTIFICATE
4

The project report A STUDY OF BRAND PERSONALITY INDRA

NOOYI been prepared by DEEPALI PROHIT MBA IIT of MRS. ANKITA

SHARMA for the partial fulfillment of the Degree of BBA

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

CONTENTS
PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION

History Achievements Awards

Price Work Development

HISTORY
Indra Krishnamurthy Nooyi (born 28 October 1955) is an Indian-American business executive and the current Chairperson and Chief Executive Officer of PepsiCo, the second largest food and beverage business in the world by net revenue. [2] According to Forbes, she is consistently ranked among World's 100 Most Powerful Women.[3]

Early life and career Nooyi was born in Madras (presently Chennai), Tamil Nadu, India. She was educated atHoly Angels Anglo Indian Higher Secondary School in Madras. She received a Bachelor's degree in Physics, Chemistry and Mathematics from Madras Christian College in 1974 and a Post Graduate Diploma in Management (MBA) from Indian Institute of Management Calcutta in 1976.[4] Beginning her career in India, Nooyi held product manager positions atJohnson & Johnson and textile firm Mettur Beardsell. She was admitted to Yale School of Management in 1978 and earned a Master's degree in Public and Private Management. While at Yale, she completed her summer internship with Booz Allen Hamilton.[5]Graduating in 1980, Nooyi joined the Boston Consulting Group (BCG), and then held strategy positions at Motorola and Asea Brown Boveri.[6]

ACHIVEMENET

So before going through the case studies, I would like to throw a light on the leadership, and its types. So leadership is the process of influencing employees to work toward the achievement of organizational objectives. And following is the common types of leadership styles: Autocratic Leader One who makes all the decisions, tells employees what to do, and closely supervises employees.
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 Considered a Theory X-type leader. Democratic Leader One who encourages employee participation in decisions; works with employees to determine what to do, and does not closely supervise employees. Considered a Theory Y-type leader. Laissez-Faire Leader One who takes a leave-the-employees-alone approach, allowing them to make the decisions and decide what to do.

The case which I am going to discuss is related to the leadership styles approached by CEO of Pepsi Co. Mrs Indra Nooyi. It examines the importance of strategy and leadership in the transformation of a company. Nooyi started her career at Pepsi Co. in 1994 as senior vice-president (strategic planning). And she rose to the post of CFO in 2001 and became CEO in 2006; instead she is the one and only most prominent Indian women who have marked considerably in the corporate world. Her primary objective was to achieve performance with purpose. She has implemented a number of measures to improve the sustainability of the companys operation and image by focusing on improvement in the health implication of Pepsi cos products. She quotes leadership is hard to define and good leadership even harder. But if you can get people to follow you to ends of
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the earth, you are a great leader. As a leader, I am tough on myself and I raise the standard for everybody, however, I am very caring because I want people to excel at what they are doing so that they can aspire to be me in the future.

DEVELOPMENT

As a SVP (senior vice president), the companys restaurant business which they had acquired a decade earlier and in which they have invested billions of dollars entered a sluggish phase with lower sales volumes, and profits. She worked with Roger Enrico, the chairman and CEO of Frito lay who was asked to take charge of Pepsi cos restaurant business as chairman and CEO of Pepsi co worldwide restaurant. They together investigated the problem and made effort to analyse what was wrong with the business. So they had collectively come to the decision that the main problem with them was, the model of management which they were adopting was more suitable to packaged goods industry rather than a restaurant business. And she believes that restaurant business needs more capital investment than its

beverage and snacks business and moreover, restaurant business did not fit in with core Pepsi co business of snacks and beverages. So it her strategic decision that led Pepsi co to spin off its restaurant business into independent businesses. So here I will discuss the situation prevailing when she first get into Pepsico as a Senior Vice-President. In 1996, Nooyi found that Pepsico international beverages business had over expanded and its repercussion were being reflected in companys balance sheet. They ran into huge financial problems. Consequently, Pepsi cos international business suffered huge losses amounting to US $576 million and assets impairment or damages. While their sales increased by 5% to US $32 billion but its earning reduced by 28% to US $ 1.1 Billion over 1995. Nooyi worked with Enrico on US $ 35 billion worth of deals that included a spin offs and divestitures (sales) to put Pepsi co back on fast growth track. They assessed strong brands, good cash flows, and a strong workforce as a Pepsis strengths. Between 1996 and 1999, Enrico initiated rigorous financial controls to maximize Pepsi cos cash flow. And its main objective was to ensure the proper and judicious use of their financial resources in core areas and emerging markets. In 1998, she helped Frito lay snack business in deciding the new distribution system as requested by Head of Frito lay company, Mr. Steve Reinemund. She has created new distribution system which reduces overall costs and gave sales representative a more time with their customers. The Direct Store Delivery (DSD) system worked on the strategy of directly stocking the shelves of

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the retailers through its sales force. It also enables the retailer to order supplies directly from Pepsi co. So with the propagation of DSD systems, the Pepsi co salesperson spend a fixed number of times in supply chain cycle, in selling the product directly to retailers, stocking its shelves, and also interacting with their customers. It fetches a dual benefit, as goods will be directly delivered to the customers and it eliminates the middle persons, thereby it pull down the costs. So it helps them to over shine to coke company. Between 1994 and 2001, she used her experience in strategic planning and execution to undertake a number of strategic initiatives at Pepsi co. which included the following: The Tricon-Restaurant Spin-off She spun off the restaurant chain business into an independent company The Tricon- Restaurant constituting KFC, Taco Bell, and Pizza Hut which was later renamed as Yum! Brands Inc. And she sold of the companys larger restaurant to its existing shareholders and its smaller restaurants to new investors. She has visited each of restaurant across the country and even at their competitors to get a detailed bottom up view of what had gone wrong with the restaurant chain, as the profitability of which had come down drastically. So she found that the industry was saturated and the fast food chains were competing aggressively with each other. Moreover, she also found that Pepsi cos restaurant chains didnt make complete use of the scarce real estate. They catered only breakfast or
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dinners or only specific areas of dining, and underutilizing the other slots. So she comes to the conclusion that Pepsi co could not add more utility or value to the fast food industry with its service chain. The chain which requires high capital investment, was labour intensive, and also generates lower return as compare to Pepsi cos beverage and snacks businesses. So her decision helps Pepsi co to focus on its core areas of operations namely, beverage and snacks business while providing the restaurant chain to perform independently. The Tropicana Acquisition She also acquired the Tropicana, the worlds biggest juice brands from Seagram company ltd for the US $ 3.3 billion. It was indeed the biggest acquisition in Pepsi cos history. It helps to step into market with healthy beverages. And it also helps in competing with its rival competitors, Coca Cola. She put lots of effort on assessing the advantage of acquisition of Tropicana for not only in terms of improving the companys brand image as containing a healthy and convenient foods and drinks portfolio but also in terms of its addition to Pepsi cos earning. She had studied Cokes to the Pepsi cos board on Cokes growth model and explained how the company had successfully reaped the benefits of higher margins by separating its bottling operation in 1986. As with reference to their past experience, she decided to spin off Pepsi cos bottling operation into Pepsi bottling group in 1999 but this move had a negative impact on the Pepsi cos revenue to the extent of US $7 billion.

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Nooyi Becomes CFO

She was promoted as the Chief financial Officer at Pepsi co in February 2000. A year later, she was selected as president and given a seat in board of directors. As a CFO, she was responsible for innovation, finance, procurements, investor relations, strategy, and information technology functions. She used Quaker and Tropicana brands extensively to innovate and develop an entire range of snacks which could be positioned as healthy. Integrating of multi brand has been proved out to be very challenging task for them. In order to put the Pepsi co on the fast growth track, she adopted acquisition and development of new products and achieving product synergies. So she merged Pepsi co with Quaker oats at a cost of US $ 13.8 billion in 2001. The main objective was to help Pepsi co to come up with healthy and nutritious snacks and beverages to fulfil the changing needs and demand of consumers across the globe. So it enables the company to acquire a leading sports drink which comprises 83.6% of

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non carbonated beverages and merger with Quaker oats helps to fill the gap which Frito lay could not serve. Challenge of Achieving Double Digit Growth Rates One of the major challenges for Pepsi co was to assess with its new competitors as coke was no longer its sole rival in the markets it had ventured into. The new competition from American based company Kraft Foods Inc. Who had earned revenue of US $ 42.2 billion, with employing more than 103000 employees which was a leading snack foods and beverages company.. And so as to tackle those competitors, she instantly stressed more on innovations in Pepsi co products and adopted fresh sales strategies to bridge the gap with its competition. Firstly she decentralise its all units with their own president and CEO. The change that she had initiated and adopted such as acquisition of Tropicana and Quaker oats and spin off of Pepsi bottling group leads the Pepsi co to move ahead of its rival coca cola co. And for the first time, Pepsi co entered the bottled water and sports drink earlier than its rival. In 2006, the Pepsi cos Aquafina brand of bottled water had the largest market share and followed by coca colas Dasani. In sports drink also, Pepsi cos Gatarade accounted for 80% market share. And Pepsi cos snacks accounted for 60% of snack food market. She has anticipated accurately about changing taste and preference of consumers with the changing need of environment. When market for the carbonated comes at saturated level, the focus of the consumer has changed into health conscious products, juice and mineral waters which substitute the carbonated drinks. So she successfully recognizes that

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consumer moving towards non carbonated drinks and she innovated aggressively and met the need of changing choice and preference of consumers. According to analysts, after she became a CFO in 2000, the companys annual revenue rose by 72% while their net profit more than doubled, to US $ 5.6 billion in 2006.

Nooyi as CEO

In October 2006, she was promoted as Pepsi cos CEO because of her diverse knowledge of global markets and ethnic background. As a CEO, she believes that Pepsi co needs to prove themselves as a good and sustainable global company. She not only focuses on profits but on making Pepsi co one of the Defining Corporations of 21 st century which meant that Pepsi co should focus on the sustainability of the environment in which they operates. In 2007, she comes up with three beautiful and effective slogan, better for you, good for you, and fun for you in its product portfolio. Under her leadership, Pepsi co focuses from saturated US markets to the emerging global markets. She increased the size of executive members for a broader distribution of management decision making power. She also continues to emphasize on the diversity ideology.

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According to her, Succession planning is critical. Our succession planning process is designed to identify the kinds of experiences our leaders need. Once identified, we put people in assignments that enable them to build those skill sets And most importantly, she believed that implementing strategic changes in the organization, it was so important to communicate clearly the reasons for the change in order to take the employees with the organization through the change. she also motivates her employees to generates idea before implementing any kind of change as she treat her employees as most important management assets of the organization. Strategic Acquisition as CEO As CEO, she undertook a number of strategic acquisitions to bridge the gap in Pepsi cos product portfolio. She focused more on coming up with healthy and nutritious products. She acquired Blue bird snacks, a Brazilian based company that manufactured snack foods and drinks, Sandora, Ukraine based Juice Company and naked juice, a US based organic juice and soy drinks. And even they signed with Unilever in ready to drink tea joint venture and increased its presence in the healthy retail foods segment. In 2008, she completed a Pepsi cos largest acquisitions of Russian based juice company, Lebedyansky at a cost of US $13.8 billion. So we can easily come to the conclusion that she is really looking forward to provide consumers across the globe with a healthy and nutritious snacks and beverages. The Criticism

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Its not an unusual event if someone stands against her to criticize because no one in this world is perfect and everyone commits mistakes. And moreover merits and demerits are like complementary goods, which always goes hand in hand, so to conclude, where there is an advantage, there is a disadvantage also. She also faced criticism of several grounds. She was criticised for her lack of operational experience. Critics believes that she was merely forecasting the regulations and following consumer trends rather than making conscious efforts to make Pepsi products healthy. According to the study conducted by City University, London, on the worlds 25 largest food companies including Pepsi co and as per their report, Pepsi co has failed to meet the global diet and health agenda. And moreover, it was criticised that Pepsi co still targeted their market below the age of 12 years old and they continued to stock of carbonated drinks in schools. The soda offered by them were low on nutrition and contained high level of sugar content and more calories than required as a part of a healthy diet for children. In 2003, when it was criticised that beverage contents high level of pesticides, Pepsi claimed that they add pesticide to their locally manufactured soft drink out of ground water and they were actually using more than what the standard has prescribed for. She was unable to put an end to that entire allegation rose by critics even after becoming CEO. She is looking forward to carry out independent test on Pepsi cos drinks for pesticide content which is a

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very costly and long term investment. And at the moment, it is not permitted by central govt.

Leadership versus Organisational Behaviour

Leadership and individuals behaviour in organisation is the two complementary stimuli. A good leadership can always influence their employees to behave well and makes them dedicated and committed to their organisation whereas poor leadership cant achieve what good leaders can do. And following is the important trait associated with leadership. 1. Drive: leaders exhibit a high level of effort. They have relatively a high level of desire for achievement; they are ambitious; they have a lot of energy; they are tirelessly persistent in their activities, and they show initiative. 2. Desire to lead: l. leaders have a strong desire to influence and lead others. They demonstrate the willingness to take responsibility. 3. Honesty and integrity: leaders build trusting relationships between themselves and followers being truthful or non- deceitful and by showing high consistency between word and deed.

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4. Self-confidence: followers look to leaders for absence of self doubt, therefore leaders need to show self confidence in order to convince followers of the rightness of their goals and decisions. 5. Intelligence: leaders need to be intelligent enough to gather, synthesise, and interpret large amounts information, and they need to be able to create visions, solve problems, and make correct decision. 6. Job-relevant knowledge: effective leaders have a high degree of knowledge about the company, industry, and in technical matters. In depth knowledge allows leader to make well informed decisions and to understand the implication of those decisions 7. Extraversion: leaders are energetic, lively people. They are sociable, assertive, and rarely silent or withdrawn.

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PepsiCo executive Nooyi joined PepsiCo in 1994 and was named president and CFO in 2001. Nooyi has directed the company's global strategy for more than a decade and led PepsiCo's restructuring, including the 1997 divestiture of its restaurants into Tricon, now known as Yum! Brands. Nooyi also took the lead in the acquisition of Tropicana in 1998,[7] and merger with Quaker Oats Company, which also broughtGatorade to PepsiCo. In 2006 she became the fifth CEO in PepsiCo's 44-year history.[8] According to BusinessWeek, since she started as CFO in 2000,[9] the company's annual revenues have risen 72%, while net profit more than doubled, to $5.6 billion in 2006.[10] Nooyi was named on Wall Street Journal's list of 50 women to watch in 2007 and 2008,[11][12] and was listed among Time's 100 Most Influential People in The World in 2007 and 2008. Forbes named her the #3 most powerful woman in 2008.[13] Fortune ranked her the #1 most powerful woman in business in 2009 and 2010. On the 7th of October 2010 Forbes magazine ranked her the 6th most powerful woman in the world.[14][15] Compensation While CEO of PepsiCo in 2011, Nooyi earned a total compensation of $17 million which included a base salary of $1.6 million, a cash bonus of $2.5 million, pension value and deferred compensation was $3 million.[16]

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Honours, awards and international recognition

Forbes magazine ranked Nooyi fourth on the 2008 and 2009 list of The World's 100 Most Powerful Women.[17] Fortune magazine has named Nooyi number one on its annual ranking of Most Powerful Women in business for 2006, 2007, 2008, 2009 and 2010.[18][19][20][21]In 2008, Nooyi was named one of America's Best Leaders by U.S. News & World Report.
[22]

In 2008, she was elected to the Fellowship of the American Academy

of Arts and Sciences.[23] In January 2008, Nooyi was elected Chairwoman of the US-India Business Council (USIBC). Nooyi leads USIBC's Board of Directors, an assembly of more than 60 senior executives representing a cross-section of American industry.[24][25] Nooyi has been named 2009 CEO of the Year by Global Supply Chain Leaders Group.[26] In 2009, Nooyi was considered one of "The TopGun CEOs" by Brendan Wood International, an advisory agency.[27][28] In 2010 she was named #1 on Fortune's list of the "50 Most Powerful Women" and #6 on Forbes' list of the "World's 100 Most Powerful Women".[29][30]After five years on top, PepsiCo's Indian American chairman and CEO Indra Nooyi has been pushed to the second spot as most powerful woman in US business by Kraft's CEO, Irene Rosenfeld.[31] Nooyi was named to Institutional Investor's Best CEOs list in the AllAmerica Executive Team Survey in 2008 to 2011.[32]

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Year

Name

Awarding organization North Carolina State University. Wake Forest University. University of Warwick. Miami University. Pennsylvania State University. Duke University. Barnard College. New York University. President of India. Babson College.

Ref.

2013 Honorary Degree

[33]

2011 Honorary Doctor of Laws 2011 Honorary Doctor of Laws 2011 Honorary Doctorate of Law Honorary Doctorate of Humane Letters

[34]

[35]

2010

[36]

2009 Honorary Degree 2009 Barnard Medal of Honor 2008 Honorary Degree 2007 Padma Bhushan 2004 Honorary Doctor of Laws

[37]

[38]

[39]

[40]

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Memberships and Associations Nooyi is a Successor Fellow of the Yale Corporation.[41] She serves as a member of the Foundation Board of the World Economic Forum, International Rescue Committee, Catalyst[42] and the Lincoln Center for the Performing Arts. She is also a member of the Board of Trustees of Eisenhower Fellowships, and has served as Chairperson of the U.S.-India Business Council. Nooyi serves as an Honorary Co-Chair for the World Justice Project. The World Justice Project works to lead a global, multidisciplinary effort to strengthen the Rule of Law for the development of communities of opportunity and equity. Popular culture and shows Nooyi has also been mentioned in two episodes of the hit CW show, Gossip Girl, where one of the main characters, Blair Waldorf plans to get an internship under her.[43] Personal life Nooyi is married to Raj K. Nooyi. They have two daughters and reside in Greenwich, Connecticut. One of her daughters is currently attending the School of Management at Yale, Nooyi's alma mater.[44] Forbes ranked her at the 3rd spot among 'World's Powerful Moms' list.[45] Her elder sister Chandrika Krishnamurthy Tandon is a well-known singer.
[46]

Conclusion

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Mrs Indira Nooyi the first Indian lady to earn the post of CEO in corporate world. She joined the Pepsi co in 1996 as Senior Vice-president, in 2000, she was promoted as Chief Financial Officers and in 2006, and she was promoted as CEO of Pepsi co, only because of her diverse global experience and tactics to handle the global problems in the business environment which is a dynamic in nature. Pepsi co majorly deals with its carbonated drinks and snacks and at the time when she joined the Pepsi Co, the market is at the point of saturation and even they are suppressed with strong global competitors but beside so with her global problems solution tactics, today Pepsi has move ahead their competitors. She believes in diversifying their business and she quickly adjust their business with the prevailing scenario as the Charles Darwin quotes, It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change

References
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 Case folio, ICFAI journals, July 2009 edition. Leadership by Kanwal Gurleen, Lecturer, LSB www.pepsico.com

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