Founded in 1893, Pepsi is a carbonated soft drink that is a product of the firm “PepsiCo.” It the 1920s and 1930s it was the leading soft drink company in the market. From then to now a lot has changed in terms of market scenario as well as product development. The current market scenario comprises of two main market leaders in the soft drink industry, namely, Pepsi and Coca-Cola (Coke). In addition to these other competitors include Thumbs up, Limca, etc. Pepsi faces heavy competition in the Indian market that is so diverse in terms of cultures, traditions, tastes and preferences.
Narrowing the research to the city of Pune specifically, within India, it can be noticed that the consumer preference is more for Pepsi or Coke over the others. Since Pune is largely a student hub, it contains a lot of the younger generation population. Thus with the research conducted through this study, Pepsi will be able to study how it could get an upper hand over its competitors in the potential and booming market of Pune in terms of brand awareness and consumer preference.
Need of the Study
The need of the study conducted is highlighted below
Will help with competitor analysis.
Will help the company to get an idea about consumer tastes and preference. •
Will help the company get an upper hand over its competitors. •
Will help the company to gain market dominance.
Will ensure brand loyalty.
As it can be studied from the above graph which is based on the responses received from the target market of this study, Coke and Pepsi have a neck to neck competition with Coke leading as compared to the other companies including Pepsi. Thus the main need of this study is for Pepsi to analyze ways in which it could replace Coke to be the market dominator in Pune. It must focus on the branding, pricing and packaging parameters mainly in order to improve or introduce newer products into the market and that is exactly the kind of...
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