PepsiCo' Use of Viral Marketing to Launch Their New Brand Of Biscuits in the Indian Market
RQ: To what extent can PepsiCo use viral marketing for market entry to launch their new brand of biscuits into the Indian market?
INTRODUCTION
1. BACKGROUND OF PEPSICO INDIA
PepsiCo re-entered India in 1989 and is headquartered at Gurgaon near New Delhi. Currently, PepsiCo India, has 19 different product lines that generate an annual revenue of $ 10 billion. The present product portfolio is as follows: Beverages * Iconic refreshment beverages: Pepsi, 7UP, Nimbooz, Mirinda, Mountain Dew * Low-calorie options: Diet Pepsi, Pepsi Max * Hydrating and nutritional beverages: Aquafina (drinking water), Gatorade (isotonic sports drink) * Fruit juices: Tropicana100% * Juice-based drinks: Tropicana Nectars, Tropicana Twister, Slice * Local brands: Lehar Evervess Soda, Dukes Lemonade, Mangola | Foods * Lay's potato chips Doritos * Kurkure, Kurkure Desi Beats * Uncle Chipps, Cheetos extruded snacks (including Cheetos Whoosh made of whole grain and vegetables)PepsiCo markets its food brands in India under the label “Frito-Lays” | Other Products * Quaker Oats (high-fibre breakfast cereal) * Traditional snacks under the Kurkure and Lehar brands * Low fat and roasted snack options |
2.2 CURRENT TRENDS IN PEPSICO’S INDIA POLICY
In January 2011 the Chairman of PepsiCo India defined his vision for its growth in India. He said that the company in India will work under ‘Performance with a purpose’, which has four main thrust areas: (a) Replenishing water (b) Partnering with farmers (c) Converting waste to wealth (d) Nurturing healthy kids
My research topic probably comes in the last thrust area, where the launch of healthy biscuits is one of the areas PepsiCo is working on.
1.2.1 Launching “Healthier” Products
PepsiCo is taking bigger steps now in improving its brand image as a food company that offers healthier choices to consumers. This new initiative comes under the “better-for-you” and “good-for-you”
INTRODUCTION
1. BACKGROUND OF PEPSICO INDIA
PepsiCo re-entered India in 1989 and is headquartered at Gurgaon near New Delhi. Currently, PepsiCo India, has 19 different product lines that generate an annual revenue of $ 10 billion. The present product portfolio is as follows: Beverages * Iconic refreshment beverages: Pepsi, 7UP, Nimbooz, Mirinda, Mountain Dew * Low-calorie options: Diet Pepsi, Pepsi Max * Hydrating and nutritional beverages: Aquafina (drinking water), Gatorade (isotonic sports drink) * Fruit juices: Tropicana100% * Juice-based drinks: Tropicana Nectars, Tropicana Twister, Slice * Local brands: Lehar Evervess Soda, Dukes Lemonade, Mangola | Foods * Lay's potato chips Doritos * Kurkure, Kurkure Desi Beats * Uncle Chipps, Cheetos extruded snacks (including Cheetos Whoosh made of whole grain and vegetables)PepsiCo markets its food brands in India under the label “Frito-Lays” | Other Products * Quaker Oats (high-fibre breakfast cereal) * Traditional snacks under the Kurkure and Lehar brands * Low fat and roasted snack options |
2.2 CURRENT TRENDS IN PEPSICO’S INDIA POLICY
In January 2011 the Chairman of PepsiCo India defined his vision for its growth in India. He said that the company in India will work under ‘Performance with a purpose’, which has four main thrust areas: (a) Replenishing water (b) Partnering with farmers (c) Converting waste to wealth (d) Nurturing healthy kids
My research topic probably comes in the last thrust area, where the launch of healthy biscuits is one of the areas PepsiCo is working on.
1.2.1 Launching “Healthier” Products
PepsiCo is taking bigger steps now in improving its brand image as a food company that offers healthier choices to consumers. This new initiative comes under the “better-for-you” and “good-for-you”