Pepsi Report
Executive Summary
The soft drink industry in India has two major players, Pepsi and Coke. Besides these there are some local players at different market, operating with different market share. But they are not a big threat to the market share of either Pepsi or Coke. However as of now the two big names in cola industry are only two top U.S. players Pepsi and Coke and the fight for acquiring the market is always going between these two players and the Cola industry has along seen a COLD WAR between these two players to acquire the market share. That means one company gains at the cost of the other.
One of the main characteristics of the Cola industry is the absence of loyalty and it is consumed mainly on impulse. The CSD (Carbonated Soft Drinks) industry mainly Pepsi has four channels through which it reaches the end consumer.
They are Groceries, Convenience Stores, Eateries and Households.
The share of Pepsi as compared to its competitor Coca cola is high in the Convenience channel, but other channels have yet to develop to their full potential.
The project is aimed at increasing the number of people buying Pepsi to stock up. The activity was carried mainly to Market Study of pepsi.
The expected benefit of the project is to expand the number of customers through direct sales, find new customers and build customer relationship.
Chapter 1 : Industry Overview
The FMCG industry is a low-margin business. Volumes hold the key to success in this industry. That is why the industry places so much emphasis on marketing. FMCG majors fight out in the marketplace to reach out to the masses and compete with brands in similar product categories. Fast Moving Consumer Goods companies need to rationalize costs, invest in brand building and offer more value-added products. That is the recipe for success in the competitive domestic FMCG industry.
Soft drinks are non-alcoholic water-based flavored drinks that are optionally sweetened, acidulated,
The soft drink industry in India has two major players, Pepsi and Coke. Besides these there are some local players at different market, operating with different market share. But they are not a big threat to the market share of either Pepsi or Coke. However as of now the two big names in cola industry are only two top U.S. players Pepsi and Coke and the fight for acquiring the market is always going between these two players and the Cola industry has along seen a COLD WAR between these two players to acquire the market share. That means one company gains at the cost of the other.
One of the main characteristics of the Cola industry is the absence of loyalty and it is consumed mainly on impulse. The CSD (Carbonated Soft Drinks) industry mainly Pepsi has four channels through which it reaches the end consumer.
They are Groceries, Convenience Stores, Eateries and Households.
The share of Pepsi as compared to its competitor Coca cola is high in the Convenience channel, but other channels have yet to develop to their full potential.
The project is aimed at increasing the number of people buying Pepsi to stock up. The activity was carried mainly to Market Study of pepsi.
The expected benefit of the project is to expand the number of customers through direct sales, find new customers and build customer relationship.
Chapter 1 : Industry Overview
The FMCG industry is a low-margin business. Volumes hold the key to success in this industry. That is why the industry places so much emphasis on marketing. FMCG majors fight out in the marketplace to reach out to the masses and compete with brands in similar product categories. Fast Moving Consumer Goods companies need to rationalize costs, invest in brand building and offer more value-added products. That is the recipe for success in the competitive domestic FMCG industry.
Soft drinks are non-alcoholic water-based flavored drinks that are optionally sweetened, acidulated,