ACKNOWLEDGEMENT:-

(Submitted on: 27th September 2010)

Despite the great work that has been done, first of all I would like to
thank GOD and my Parents without whose cooperation and motivation,
morally and financially, this project couldn’t be completed. I would like
to acknowledge this research report to my sincere teachers without
whom, I would not have been able to compile this report.

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CONTENT:-

 MARKETTING INTRODUCTION

 COMPANY’S INTRODUCTION

 MARKETTING MIX

 MARKET SEGMENTATION

 LINE EXTENSION

 BRAND EXTENSION

 POPULAR SLOGANS

 COMPETITORS

 MARKET RESEARCH ON INDIVIDUALS

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  MARKETING
INTRODUCTION:-
“Marketing deals with identifying and meeting human and social needs. One of the
shortest definitions of marketing are “meetings needs profitably.” The 21st century
is the era of Advertising, Marketing and Sales Production; Marketing is to convert
social needs into profitable opportunities. As it is said “Marketing thinking starts
with the human needs and wants”. Apart from basic necessities of air, water,
shelter and clothing, every person has strong desire for recreation and
entertainment. They have strong preference for particular brand of basic and
services. Marketing serves as the link between the society’s needs and its pattern of
Industrial response. Beverage industry is one of the fast growing industries in
India. We can divide Beverages into two sections i.e. Alcoholic & Non-alcoholic.
The non-alcoholic drinks are soft drinks that can be further classified Cola, Lemon,
Orange, Mango and Apple segment.

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  COMPANY’S
INTRODUCTION:-
HISTORICAL BACKGROUND

Born in the Carolinas in 1898, Pepsi-Cola and rich history. The drink is the
invention of Caleb Brad ham, a pharmacist and drugstore owner in New Bern,
North Carolina. In the late 1890's, he had been experimenting with Coca and
Kola extracts in the syrup form. By mixing this syrup with carbonated water, he
produced a very pleasing beverage that not only tasted good but also made his
customers and friends feel good. He promoted it as a cure of indigestion. Initially
called Brads Drink by his local friends, the drink was formally titled PEPSI COLA
in 1898. By 1902 the syrup was so popular that Caleb was devoting most of time in
the preparation, packaging, marketing, advertising, and overseeing the distribution
of it to other pharmacies. His sales increased rapidly and in1904 he bought the
Bishop Mill and converted it into his bottling plant for Pepsi Cola. In 1907, he
purchased adjoining land and built a three-story addition to the factory to serve as
office space for his new company.
By the end of 1909 Caleb Brad ham had 250 franchises in 24 different states,
his businesses continued to grow till 1920 when volatile sugar prices caused the
beginning of the rapid decline in his fortune. Bankruptcy was declared in March,
1923 and the PEPSI formula passed through the series of folding company’s until
1931, when Loft Candy Company in New York purchased it. In 1934, Pepsi began
offering twice as much soft drink for the same 5-cent price and sales soared. In
the1960s, Pepsi targeted young adults calling them “Pepsi Generation”. First Can
Pepsi and Diet Pepsi were also introduced during the same lime, which went all
over the world. Then the Frito Lay and Pepsi Cola merged to become Pepsi
Company Corporation. After the 100 years of establishment, Pepsi is still making
efforts to retain its standards and its impression throughout the world. Pepsi scored
its biggest sales in soft drinks but enjoying its large profits in snack foods.

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  MARKETING MIX:-
The tools of marketing mix are combined in such a manner that they give
maximum mileage to the product from the factory to the consumer’s hand.
 Product
 Price
 Place
 Promotion

PRODUCT

People satisfy their needs and wants with products and services, a product is
anything that can be offered to a market to satisfy a need or want- The concept of
product is not limited to physical objects - anything capable of satisfying a need
can be called a product. Haidri Beverages is the company that has taken up the
franchise to produce Pepsi for the area of Maharashtra and Delhi. The production
capacity of the plant is to produce 73,000 cases of 24 bottles of 250-ml. For this
reason the company has three lines of production to fulfill the ever-growing
demand. Pepsi is one of the core products of the organization and the company
puts in a lot of effort to retain its image through its highly professional team. The
members of the organization work day and night making every possible effort to
attain the organizational goals.

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 PRICE

Price is the amount of money the customers are willing to pay to obtain that
particular product. Providing quality products at the lowest possible price had
always been one of the main concerns of Pepsi. One of the ways by which the
company has been able to assist this effort is by increasing the use of inexpensive
and recyclable plastic bottles. The government policy, at times, makes a lot of
difference as the government may increase the freight charges, the prices of glass,
or the prices of steel. Thus the overall price of the product also gets affected. The
price of Pepsi Cola is very reasonable as compared to other drinks and the
management makes every effort to make the product at the lowest possible cost but
the highest quality.

Pepsi wants its product to be available to all PRICING STRUTCTURE:-

QUANTITY PRICE
200 ML 9
300 ML 12
330 ML(CAN) 20
500 ML 23
1 LIT 35
2 LIT 60

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 PLACE
Place includes the company activities that make the product available to target
consumers. Pepsi Cola is placed in the market according to the extent of the target
market located in that particular geographical area. Haidri Beverages place their
product in the market with the help of its indirect distribution network. The retail
stores are spread all around the franchised area in order to ensure the availability of
the product all the year round. The major retail stores located in Maharashtra and
Delhi are in the Blue Area, Jinnah Super Market, Super Market, and in almost
every sector of Islamabad. The entire DELHI Cantonment and the entire city as
well have many retail outlets where Pepsi is available in abundance. The
distribution network also works according to the promotional campaign or the
season. For example, in the cricket season the company tries to make the product
available in areas where Cricket is being played.
 Pepsi covers almost 95% of total area.
 It sells through local retailers.
 It is available everywhere.

PROMOTION

Promotion means activities that communicate the merits of the product in order to

persuade the target customers to buy it. Promotion plays a vital role in the success
or failure of a product. Promotion of the right product at the right time is an ideal
situation for a company. Pepsi is one of those products on which the franchisers
spend millions of Dollars/Rupees for its promotion. Haidri Beverages invest a huge
amount of money on the promotional campaigns of Pepsi. There are different ways
of promoting a product through retailing, personal selling, and advertising. The
company strongly emphasizes on advertisements as the other two methods area not
much effective in attracting the attention of their target audience. Huge amount of
money spend on advertisement on T.V, Magazines, And Banners. It sponsor’s
award function’s and sports activities.

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  MARKET
SEGMENTATION:-
Dividing a market into distinct groups of buyers with different needs,
characteristics, or behavior who might require separate products or marketing
mixes. Marketers consist of buyers and buyers differ in one or more ways. They
may differ in their wants, resources, locations, buying attitudes, and buying
practices. Through market segmentation companies divide large, heterogeneous
markets into smaller segments that can be reached more efficiently with products
and services that match their unique needs.

MARKET SEGMENTATION OF THE PRODUCT PEPSI COLA IN

INDIA:

 GEOGRAPHIC SEGMENTATION
The company of Pepsi Cola is used to segment the market of the product
geographically by focusing their market and attention towards the urban areas and
in the hot summer days because people are interested in spending 9 rupees in
getting a good reasonable drink, which gives them pleasure and reduces their thirst.
They have their dealers in Different places in the urban areas to capture the market
in order to find and satisfy their customers.

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  DEMOGRAPHIC SEGMENTATION
First of all the company considers every one young in the market because they
consider 5 year old boy as young and 70 year old man as young because they think
that no one in the world consider himself as an aged person but the company in
some case focuses their market and segments their market up to the age from 5
years to age 45, because people above 45 are hesitant of drinking Pepsi due to its
coolness and its sugar factors. People in between the age 5 to 45 are usually
attracted towards the drink Pepsi due to its flavor and reputation in the market. The
company also made area wise segmentation and usually moves towards college,
cinemas, restaurants, hotels, where the strength of young people are greater. The
company also focuses towards students of colleges and schools.

 PSYCHOGRAPHIC SEGMENTATION
The company also segments its market with respect to social class, lifestyles and
personalities, they focuses their attention towards lower upper and middleclass
because those people afford to drink Pepsi.

 BEHAVIORAL SEGMENTATION
Behavioral segmentation is benefits, occasions; brand loyalty etc. The Company
tries to market their product for the occasions like weddings, concerts and sports
events. Now days the demand of Pepsi Cola has increased due to the wedding
ceremonies. So the company tries to attract the customers in such Metropolitan
areas. It also focuses towards the Brand loyal people or the people who are heavy
user of Pepsi Cola. And those people are in the colleges and universities.

 LINE EXTENSION:-
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 Pepsi
 Pepsi blue
 Pepsi twist
 Diet Pepsi
 Caffeine free Pepsi
 Pepsi max

 BRAND EXTENSION:-
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Beverages

PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7

UP, Nimbooz, Mirinda and Mountain Dew, in addition to low calorie options
such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking
water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, and juice
based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local brands –
Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of
brands.

Foods

PepsiCo’s food division, Frito-Lay, is the leader in the branded salty snack market
and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s
Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under
the Kurkure and Lehar brands. The company’s high fibre breakfast cereal, Quaker
Oats, and low fat and roasted snack options enhance the healthful choices available
to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and
Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all
of its products contain voluntary nutritional labeling on their packets.

 POPULAR SLOGANS:-
2006-2007

Yeh PYAAS Hai BADI!!

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2007-2008

Yeh DIL Mange MORE!!

2008-2009

Yeh hai Youngistaan Meri Jaan!!

Coke Pepsi
2010

Yeh Hai Youngistaan Ka WOW!!

The main dark cola Pepsi version of dark

drink of the company cola which is the
which started the major primary
rivalry between these competitor to Coke.
companies.

Full Throttle is AMP is an

an energy drink energy drink
brand produced produced and
by The Coca- distributed by
Cola Company. PepsiCo under
It debuted in the Mountain
late 2004 in Dew soft drink
North America. brand.

Competitors
Vault is a Mountain Dew
Coke v/s Pepsi-Product
carbonated MDX is an
beverage that energy drink As seen above both the
was released by manufactured
The Coca-Cola and distributed
companies Coke and Pepsi have a
Company in June by PepsiCo
2005. under the 12
Mountain Dew
brand. It was
introduced in
2005.
n u m b e r o f pr o d u c t s . M a n y o f t h e s e pr o d u c t s a r e i n n o v a t i o n s b u t
t h e r e a r e a l s o m a n y pr o d u c t s w h i c h a r e b r o u g ht o u t j u s t a s a
c o m p e t i t i v e p r o d u c t f or t h e o t h e r c o m p a n i e s . S o m e of t h e s e
products that are brought in the market by both the companies to
c o m p e t e a g a i n s t e a c h o t h er a r e a s f o l l o w s :

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 Powerade is a sports drink by The Coca- Gatorade is a non-carbonated sports drink
Cola Company and currently number two in marketed by Quaker Oats Company, a division
the sports drink market worldwide. of PepsiCo. Originally made for athletes, it is
now often consumed as a snack beverage.

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Sprite is a clear, lemon-lime flavored, non- 7 Up is a brand of a lemon-lime flavored soft drink.
caffeinated soft drink, produced by the
Coca-Cola Company. It was introduced to
the United States in 1961.

Tropicana Products is an American company

Minute Maid is a product line of beverages, based in Bradenton, Florida, USA, which is
usually associated with orange juice, but one of the world's largest producers and
now extends to soft drinks of many kinds. marketers of orange juice. It has been owned
The Minute Maid company is now owned by by PepsiCo, Inc. since 1998.
Coca-Cola, and is the world's largest
marketer of fruit juices and drinks. It is
headquartered in Houston, Texas.

Diet Coke or Diet Coca-Cola is a sugar-free Diet Pepsi is a low-calorie carbonated cola. It
soft drink produced and distributed by The was introduced in 1964 as a variant of Pepsi-
Coca-Cola Company. It was introduced in Cola with no sugar.
the United States in July 1982.

Kinley is a brand of still or carbonated Aquafina is a non-carbonated bottled water produced by

water owned by The Coca-Cola Company. PepsiCo.

 MARKET RESEARCH
ON INDIVIDUALS:-
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ARE YOU AWARE OF PEPSI?

YES
NO

WHAT WAS THE SOURCES OF AWARENESS?

ADVERTISEMENT
WORD OF MOUTH
SAW IN SHOP
OTHERS

WHICH SOFT DRINK DO YOU PREFER OTHER THAN PEPSI?

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 THUMPS UP
COKE
OTHERS

HOW FREQUENTLY DO YOU PURCHASE PEPSI?

DAILY
WEEKLY
MONTHLY

WHAT IS THE AVAILABILITY OFPEPSI AT YOUR NEAREST RETAILERS?

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 HIGH
LOW
RARE

WHICH FACTOR AFFECTS YOUR PURCHASE OF PEPSI?

ADVERTISEMENT
ATTRACTIVE DISPLAY
OCCASSIONS

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