Pepsi

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  • Topic: PepsiCo, Pepsi, PepsiCo soft drinks
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  • Published : September 5, 2012
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SYNOPSIS

SYNOPSIS

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.

INTRODUCTION

INTRODUCTION

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.

VISION

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

Campa orange.

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

Campa Orange.

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:-

July 1986

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...
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