This thesis is an extensive research on the marketing, and financial strategies
of the PepsiCo international. It covers an extensive survey and depict all
graphs, fact and figures of the company. It begins with the introduction of
soft drink industry and introduction of the PepsiCo international followed
by it’s history. It covers some of the major strategies adopted by Pepsi. The
thesis also takes about how Pepsi is doing all over the world and in India.
With the re-entry of Coca-cola in the Indian market, Pepsi had to go in for
more aggressive marketing to sustain its market share. That was the Initial
phase of the Cola Wars in India”. There are many who feel that Pepsi had
the first mover advantage in India. Little do they know about Pepsi’s initial
foray into Indian soft drinks Industry way back in 1956. Coca-cola had
entered the country just a year back in 1955. But later Pepsi withdraw from
the country in 1961 due to bottling problems.
The second attempt was better planned. On November 9, 1987 the
Government of India’s Project Approval Board (PAB) approved Pepsi
Company’s second proposal to enter the country. The rest as the cliché goes,
is history. Pepsi went on to become the largest selling soft drink brand in the
country with in a span of less than a decade. Even the concerted efforts of
the global giant Coca-Cola and erstwhile Parle brands could only pale in
comparison. Pepsi Company has business interests in three areas-soft drinks,
snack foods and quick service restaurants. Pepsi Company’s soft drinks
include Pepsi Cola, Mirinda, and Seven Up, Slice, Pepsi Diet, Lemon
Mirinda. In 1960s and 70s Pepsi company expanded its product line
introducing Diet Pepsi, Mountain Dew and Pepsi Light in International
market. It was also during the same period that Pepsi Company launched its
now famous “ Pepsi Generation ” advertising theme, which positioned the
product as the choice of a new generation. In 1974 a Pepsi Cola sales
manager in Dollas, Texas initiated blind taste of Pepsi Cola and Coca-Cola
to improve his Products’ third place market position behind coke and Dr.
Pepper. The taste tests were based on Pepsi market research that indicated
that 58% of the consumers prefer Pepsi to Coke.
In 1987 Pepsi entered India only to be followed by Coke in 1993.
THE INDIAN SCENARIO
Since the entry of Pepsi Co to India in 1987, the soft drink industry his
undergone a radical change. When Pepsi entered, Parle was the leader.
‘Thums up’ being its flagship brand. Other product offerings Parle included
Limca and Gold spot.
Another upcoming player in the market was the erstwhile bottles of Coca-
Cola, Pure Drinks. Its offerings included Campa Cola. Campa lemon and
Since the entry of Pepsi Co. to India in 1987, the soft drink industry has
undergone a radical change. When Pepsi entered. Parle was the leader with
‘Thums Up’ being its flagship brand. Other product offerings by Parle
included Limca & Gold Spot.
Another upcoming player in the market was the erstwhile bottle of Coca-
Cola, Pure Drinks. Its offerings included Campa Cola, Campa lemon and
With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for
more aggressive marketing to sustain its market share. The chronology of
the initial phase of the “Cola Wars” in India was:-
An application for soft drinks-cum-snack food joint venture by
Pepsi, Volta’s and Punjab Agro is submitted to the Government after an
earlier proposed alliance- 1985, between Pepsi and Duncan’s of...