PROJECT REPORT ON

AN ANALYSIS OF MARKETING AND FINANCIAL

STRATEGIES OF PEPSICO IN INDIA.

SUBMITTED BY
QURESH DAHODWALA.

T.Y.B.M.S. [Semester V]

MITHIBAI COLLEGE
VILE PARLE (WEST)

SUBMITTED TO
UNIVERSITY OF MUMBAI

ACADEMIC YEAR
2010-2011

NAME OF PROJECT GUIDE

Mrs. NEELA B. NAIR

DATE OF SUBMISSION
JULY 15, 2010
 DECLARATION
I, QURESH DAHODWALA of MITHIBAI COLLEGE of TYBMS [Semester V]
hereby declare that I have complied this project on AN ANALYSIS OF MARKETING
AND FINANCIAL STRATEGIES OF PEPSICO IN INDIA in the academic year
2010-2011. The information submitted is true and original to the best of my knowledge.

Signature of the Student

(QURESH DAHODWALA)

CERTIFICATE
I, Mrs. NEELA B. NAIR hereby certify that QURESH DAHODWALA of MITHIBAI
COLLEGE of TYBMS (semester V) has completed project on AN ANALYSIS OF
MARKETING AND FINANCIAL STRATEGIES OF PEPSICO IN INDIA in the
academic year 2010-2011. The information submitted is true and original to the best of
my knowledge,

Signature of Principal Signature of Project Guide

(Dr. KIRAN MANGAONKAR) (PROF. (MRS,) NEELA B. NAIR)

ACKNOWLEDGEMENT
I sincerely thank my guide and mentor, the BMS Co-ordinator, Mrs. Neela Nair for her
valuable advice and guidance in making this report more valuable. I would also thank the
PepsiCo staff for their continuous support and advice on this report.

I take this opportunity to thank a No. of individuals whose guidance and encouragement
were of enormous help to me while working on this report.
I would like to thank the principal, Mr. Kiran Mangaonkar to provide the best facilities
and good working environment to prepare the report.

I would also like to thank our professor Mrs. Pallavi for providing the information
regarding the marketing aspects of the project.

I also received enormous information, guidance and experience from Mr. Mohammed
Arif (Partner of Janta Dairy), Mr. Asgar Khokawala (Owner of Olympics General Store),
Mr. Arwind (Owner of Arvind Stores) for their valuable support regarding Pepsi
products, their availability, their distribution.

Last but not the least, I would also like to thank my parents, classmates and other people
associated with this report without whose support this report would not have been
possible.

RESEARCH METHODOLOGY
Secondary Data:

The Secondary information was majority collected from the internet and website of
the PepsiCo. Some help was also taken from the Books. Some data was also available
from Journals and Magazines’.

Primary Data:

Questionnaire method is used to collect the primary data. The survey was conducted
within the period of 12th July 2010 to 20th July 2010 to assess the customer preference
regarding the Soft Drink.

Purpose of the study:

• To learn the practical application of the strategies.

• To know the effectiveness of the strategies adopted in the particular situation.
 EXECUTIVE SUMMARY
The Indian market is getting to be consumer oriented. This is the reason behind the
exceptional boom in advertising. Below the line marketing activities, fast distribution
system and more sophisticated consumer research.

The problem that all marketers are facing is getting the maximum done in the minimum
possible time. And with brand loyalty becoming a thing of the past, given the choice
available to the consumer pull. Everywhere, there is a new thrust on marketing and
advertising.

The entries of multinational products in to the country are seeing more emphasis on
world- class quality. The scene has moved beyond the threshold of global presence,
inward and outward.

In the modern urban culture consumption of soft drinks particularly among younger
generation has become very popular. Soft drinks in various flavors and tastes are widely
patronized by urban population at various occasions like dinner parties, marriages, social
get together; birthday calibration etc. children of all ages and groups are especially
attracted by the mere mention of the word soft drinks.

With the growing popularity of soft drinks, the technology of its production, preservation,
transportation and or marketing in the recent years has witnessed phenomenal changes.

The so-called competition for this product in the market is from different other brands.
Mass media, particularly the emergence of television, has contribute to a large extent of
the ever growing demand for soft drinks the attractive jingles and sport make the large
audience remember this product at all times.

Through this project an attempt has been made to explain by means of the PepsiCo
various strategies adopted and developed by them in order to satisfy the ever growing
needs of the consumers and competitive advantage over its competitors

INDEX
Sr.No. Contents Page No.
1 Soft Drink Industry- an overview. 1
2 Profile of PepsiCo
 a. MISSION AND VISION. 4
b. COMPANY PROFILE 5

3 PEPSI ENTRY INTO INDIA- A GLOBAL LESSON 7

4 MARKETING STRATEGIES
4.1) PRODUCT
a. BRANDS. 11

b. PACKAGING 14

4.2)PRICE
a. DIRECT PRICE DISCRIMINATION 20
b. INDIRECT PRICE DISCRIMINATION 20
4.3) PLACE
a. DISTRIBUTION STRATEGIES. 23
b. DISTRIBUTION CHANNEL REDEFINED 24
c. MICHEAL PORTER’S MODEL. 26

4.4) PROMOTION
a. ADVERTISEMENT. 29
b. SALES PROMOTION. 33
c. PUBLICITY AND PUBLIC RELATIONS. 38

4.5) CONCLUSION 42
4.6) SOCIAL MEDIA MARKETING 43
5 FINANCIAL STRATEGY 45
6 INDRA NOOYI’S MANTRA OF SUCCESS 48
7 RESEARCH METHODOLOGY
7.1)DEVELOPING RESEARCH PLAN 52
7.2) RESEARCH DESIGN 52
7.3)DATA SOURCE 52
7.4)RESEARCH INSTRUMENT 53
7.5) SAMPLING PLAN 53
7.6) METHOD OF DATA INTERPRETATION 53

8 FINDINGS 61
9 RECOMMENDATIONS 62
10 LIMITATIONS 63
11 CONCLUSION 64
12 SWOT ANALYSIS 65
13 BIBLIOGRAPHY 67
14 ANNEXURE 68

LIST OF DIAGRAMS AND CHARTS

Sr. No. Title Page No.
1 Brands of PepsiCo 10
2 Distribution Redefined 23
3 Michael Porter's 5 force Model 24
4 Survey - Brand Preference 52
5 Survey - Preference of Soft Drinks in a day 53
6 Survey - Users preferences 54
7 Survey - Impact of advertising 55
8 Survey - Advertisement Strategies Appreciated 56
9 Survey - Preference of Health Juice 57
10 Survey - Preference of Health Juice Brands 58