Pepsi Atom
A
Project report
On
A study to understand market acceptability of Pepsi Atom
In partial fulfilment of the requirements of
Master of Management Studies
Conducted by
University of Mumbai
“A study to understand market acceptability of Pepsi Atom”
under the guidance of Prof. Rajesh Vyas in partial fulfillment of the requirement of Masters of Management Studies by University of Mumbai for the academic year 2012 – 2014.
_______________
Prof. Rajesh Vyas
Project Guide
_______________ _______________
Prof. Umar Farooq Dr. Kalim Khan
Academic Coordinator Director
EXECUTIVE SUMMARY
The project gives an overview of the Indian soft drink market various players, new entrants etc. The highlight of the project is to understand the launch of PepsiCo’s new drink Pepsi Atom and its market acceptability.
PepsiCo’s drink didn’t appeal to masses. In spite of the innovative ideas, 360 degree marketing and a grand product launch the product didn’t do well.
PepsiCo being a huge company launching such a product can be questionable. One of the motives could also be that the huge campaign could help brand recall. Pepsi Atom was target with consumers who need stronger drink. It was to attack the market share of Coca-cola’s Thums Up; however it failed.
ACKNOWLEDGEMENT
I wish to express my gratitude to all those who have helped to make this project a success.
I would like to thank my project guide, Prof. Rajesh Vyas without his guidance and support this project would not have been possible.
Also I would like to thank our director Dr. Kalim Khan who has provided us with the necessary infrastructure and guidance in the course of the project. Also I would like to take this opportunity to thank all the teaching as well as non-teaching staff for their continuous help and support.
INDEX
Sr. No.
Particulars
Page No.
1
Introduction
1.1
Industry Overview : Food & Beverage
6
1.1
Project report
On
A study to understand market acceptability of Pepsi Atom
In partial fulfilment of the requirements of
Master of Management Studies
Conducted by
University of Mumbai
“A study to understand market acceptability of Pepsi Atom”
under the guidance of Prof. Rajesh Vyas in partial fulfillment of the requirement of Masters of Management Studies by University of Mumbai for the academic year 2012 – 2014.
_______________
Prof. Rajesh Vyas
Project Guide
_______________ _______________
Prof. Umar Farooq Dr. Kalim Khan
Academic Coordinator Director
EXECUTIVE SUMMARY
The project gives an overview of the Indian soft drink market various players, new entrants etc. The highlight of the project is to understand the launch of PepsiCo’s new drink Pepsi Atom and its market acceptability.
PepsiCo’s drink didn’t appeal to masses. In spite of the innovative ideas, 360 degree marketing and a grand product launch the product didn’t do well.
PepsiCo being a huge company launching such a product can be questionable. One of the motives could also be that the huge campaign could help brand recall. Pepsi Atom was target with consumers who need stronger drink. It was to attack the market share of Coca-cola’s Thums Up; however it failed.
ACKNOWLEDGEMENT
I wish to express my gratitude to all those who have helped to make this project a success.
I would like to thank my project guide, Prof. Rajesh Vyas without his guidance and support this project would not have been possible.
Also I would like to thank our director Dr. Kalim Khan who has provided us with the necessary infrastructure and guidance in the course of the project. Also I would like to take this opportunity to thank all the teaching as well as non-teaching staff for their continuous help and support.
INDEX
Sr. No.
Particulars
Page No.
1
Introduction
1.1
Industry Overview : Food & Beverage
6
1.1
Bibliography: Source The article is published in the 2010 edition of theAnnual Marketing Magazine titled "MADazine" of VGSOM, IIT Kharagpur. https://www.facebook.com/pepsiatompepsi http://www.campaignindia.in/Tag/pepsi_atom.aspx http://pepsicoindia.co.in http://www.pepsico.com/