Company Information PepsiCo is a global food and beverage leader with net revenues of more than $65 billion

and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. The main businesses of Pepsi include Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola. In India, PepsiCo has come a long way since it began operations in 1989. PepsiCo entered Indias hot beverages category in 2003 through a tie-up with Hindustan Lever Ltd. PepsiCo India has 38 beverage bottling plants besides three plants for making snacks. Of these, close to 24 beverage plants are franchisee-owned, and the remaining 14 are companyowned. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 297,000 people worldwide as of 2011. The company's beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCos portfolio of beverage brands in India includes the flagship cola brand Pepsi; Diet Pepsi; two flavours of Mirinda Orange and Lemon; 7UP; Mountain Dew; packaged drinking water - Aquafina; fruit drink brand Slice, Tropicana and the worlds leading sports drink Gatorade. It also includes the local brands Lehar Evervess Soda, Dukes Lemonade and Mangola. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household names trusted across the country. PepsiCos Campaign India Pepsi has always regarded itself as a brand representing Indian Youth and most of the ads have that subtle essence of restlessness, flashy decors and catchy taglines. Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product - it being a preferred thirst quencher. Change the Game campaign was launched with the augment of cricket world cup in India in 2011. A number of cricket superstars were the brand ambassadors for it. The ad campaign showcases Pepsi as one of the main factors in the cricket players learning a few special skills

which sets them apart on the field. Pepsi differentiated itself by showing that the drink is not only famous with the sports stars but an integral part of their game and tried to position itself in the Indian consumers mind since they have close association with the sport being treated as a religion here. Oh yes Abhi, with this campaign Pepsi went digital. Called 'Pepsi Shot 60', the brand gave online users the opportunity to shoot and showcase a 60-second film. In line with the brands now proposition, users had 24 hours to prepare the script, shoot the video, edit and submit it online. TVC targets at the youth segment and tried to give a message of being united as Indian. Product Portfolio Foods Aliva Roasted Snack, Cheetos Snacks,Kurkure Snacks,Lays Potato Chips,Lehar Namkeen ,Quaker Oats,Uncle Chipps Beverages 7UP,Aquafina,Duke's,Gatorade,Mirinda,Mountain Dew,Nimbooz,Pepsi,Slice,Tropicana

Pepsi Atom To compete with market leader Thums up Pepsi launched atom after doing research on Indian consumer taste that they preferred spicy flavor. PepsiCo termed the Atom as the "Josh Cola", looking to spice up its concoction to tap the market that makes Thums Up the leading carbonated beverage brand in the country. The drink was targeted on redefining the masculinity of Indian men communicating that brains complements the strength portrayed in thums up advertisements. The tasted was not liked by the youth and led to its failure in spite of the 360 degree marketing. The distribution network spans 2 million outlets, the FMCG retail universe is about 8 million outlets. The company plans to expand its reach in rural areas that has been a key driver for growth during the last 3 years. Pepsico share of carbonated beverage has fallen from 40.1% in 2007 to 34% according to the report from Euromonitor Plc while on the other hand the coca cola share fell to 56.1% from 57% in 2007.Recently Pepsico announced investment of Rs 33000Cr in India by 2020 to increase our capabilities in the areas of innovation, manufacturing, infrastructure and agriculture.

Distribution Channel