I NTRODUCTI ON OF OF RESEARCH RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner‘s Dictionary of Current English lays down the meaning of research as ―a
careful investigation or inquiry
especially through search for new facts in any branch of knowledge .‖ Redman and Mory define research as a ―systematized
effort to gain new knowledge. ‖ Some people consider
research as a movement, a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of of the unknown. This inquisitiveness is the mother of all knowledge and and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last l ast carefully testing the conclusions to determine whether they fit the formulating hypothesis. D. Slesinger and M. Stephenson in the Encyclopedia of Social Sciences define research as ― the
manipulation of
things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art.‖ Research is, thus, an original contribution to the
existing stock of knowledge making for
its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of a theory is also research. As such the term ‗research‘ refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusions either in the form of solutions(s) towards the concerned problem or in certain generalizations for some theoretical formulation.
OBJECTI VES OF OF RESEARCH RESEARCH
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this formulative research studies); object in view are termed as exploratory or formulative
2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); 3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).
M OTIVATI ON I N RES RESEARC EARCH H
What makes people to undertake research? This is a question of fundamental importance. The possible motives for for doing research research may be either one one or more of the following: following: 1. Desire to get a research degree along with its consequential consequential benefits; 2. Desire to face the challenge in solving the unsolved problems, i.e., concern over practical problems initiates research; research; 3. Desire to get intellectual joy of doing some creative work; 4. Desire to be of service to society; 5. Desire to get respectability. However, this is not an exhaustive list of factors motivating people to undertake research studies. Many more factors such as directives of government, employment conditions, curiosity about new things, desire to understand causal relationships, social thinking and awakening, and the like may as well motivate (or at times compel) people to perform research r esearch operations.
OBJECTI VES OF OF RESEARCH RESEARCH
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this formulative research studies); object in view are termed as exploratory or formulative
2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); 3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).
M OTIVATI ON I N RES RESEARC EARCH H
What makes people to undertake research? This is a question of fundamental importance. The possible motives for for doing research research may be either one one or more of the following: following: 1. Desire to get a research degree along with its consequential consequential benefits; 2. Desire to face the challenge in solving the unsolved problems, i.e., concern over practical problems initiates research; research; 3. Desire to get intellectual joy of doing some creative work; 4. Desire to be of service to society; 5. Desire to get respectability. However, this is not an exhaustive list of factors motivating people to undertake research studies. Many more factors such as directives of government, employment conditions, curiosity about new things, desire to understand causal relationships, social thinking and awakening, and the like may as well motivate (or at times compel) people to perform research r esearch operations.
RESEARC RESEARCH H M ETH ODOLOGY ODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. All this means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. For example, an architect, who designs a building, has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what basis he selects particular size, number and location of doors, windows and ventilators, uses particular materials and not others and the like. Similarly, in research the scientist has to expose the research decisions to evaluation before they are implemented. He has to specify very clearly and precisely what decisions he selects and why he selects them so that they can be evaluated by others also.
I NTRODUCTION OF PEPSI CO
At the 20's and 30's in the 20 century, Coca-Cola was the absolute leader of soft drink market. Pepsi-Cola was just a new brand at that time. Pepsi-Cola was thought of just a copy of CocaCola and its flavor is similar to Coca-Cola. So the Coca-Cola did not take any importance for it. But later Pepsi-Cola developed fast and became the strongest competitor to the Coca-Cola and now Pepsi shared 40% of the market. It is a big threat to the Coca-Cola. PepsiCo, Inc. is one of the world's top consumer product companies with many of the world's most important and valuable trademarks. Its Pepsi-Cola Company division is the second largest soft drink business in the world, with a 21 percent share of the carbonated soft drink market worldwide and 29 percent in the United States. Three of its brands--Pepsi-Cola, Mountain Dew, and Diet Pepsi--are among the top ten soft drinks in the U.S. market. The Frito-Lay Company division is by far the world leader in salty snacks, holding a 40 percent market share and an even more staggering 56 percent share of the U.S. market. In the United States, Frito-Lay is nine times the size of its nearest competitor and sells nine of the top ten snack chip brands in the supermarket channel, including Lay's, Doritos, Tostitos, Ruffles, Fritos, and Chee-tos. Frito-Lay generates more than 60 percent of PepsiCo's net sales and more than two-thirds of the parent company's operating profits. The company's third division, Tropicana Products, Inc., is the world leader in juice sales and holds a dominant 41 percent of the U.S. chilled orange juice market. The competitor of Pepsi in the Pakistani market is cocacola and some local beverages are also disturbing Pepsi‘s share in the market. E.g.: macca
cola, amrat cola and some others. Pepsi is the leading cola in the world doing business in more than 190 countries and because of this it is very famous in every country. As Pepsi is a very rich brand so the advertises for its popularity are also very costly because Pepsi hire‘s
most famous stars from show biz or from the world of sports means cricket, football, car racing and tennis e.t.c. all the famous stars from the world have worked in the Pepsi advertise.
HISTORY:
Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as PepsiCola. Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rare oils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-
Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense." Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression.
RIVALRY WITH COCA-COLA According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon oil, less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. In 1985, The Coca-Cola Company, amid much publicity, changed its formula. Some authorities believe that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to CocaCola quickly introducing a modified version of the original formula (removing the expensive Haitian lime oil and changing the sweetener to corn syrup) as Coke "Classic". Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. Saudi Arabia, Pakistan (Pepsi has been a dominant sponsor of the Pakistan cricket team since the 1990s). The situation is both Coke and Pepsi are trying to gain market share in this beverage market, which is valued at over $30 billion a year (98). Just how this is done in such a competitive market is the underlying issue. The facts are that each company is coming up with new products and ideas in order to increase their market share. The creativity and effectiveness of each company's marketing strategy will ultimately determine the winner with respect to sales, profits, and customer loyalty (98). Not only are these two companies constructing new ways to sell Coke and Pepsi, but they are also thinking of ways in which to increase market share in other beverage categories. Although the goal of both companies is exactly the same, the two companies rely on somewhat different marketing strategies (98). Pepsi has always taken the lead in developing new products, but Coke soon learned their lesson and started to do the same. Coke hired marketing executives with good track records (98). Coke also implemented cross training of managers so it would be more difficult for cliques to form within the company (98). On the other hand, Pepsi has always taken more risks, acted rapidly, and was always developing new advertising ideas. Both companies have also relied on finding new markets, especially in foreign countries. In the foreign markets, Coke has been more successful than Pepsi. For example, in Eastern Europe, Pepsi has relied on a barter system that proved to fail. However,
in certain countries that allow direct comparison, Pepsi has beat Coke. In foreign markets, both companies have followed the marketing concept by offering products that meet consumer needs (99) in order to gain market share. For instance, in certain countries, consumers wanted a soft drink that was low in sugar, yet did not have a diet taste or image (99). Pepsi responded by developing Pepsi Max. These companies in trying to capture market share have relied on the development of new products. In some cases the products have been successful. However, at other times the new products have failed. For Coke, changing their original fo rmula and introducing it as ―New Coke‖ was a major failure. The new formula hurt Coke as consumers requested Classic Cokes‘ return.
Pepsi has also had its share of failures. Some of their failures included: Pepsi Light, Pepsi Free, Pepsi AM, and Crystal Pepsi. One solution to increasing market share is to carefully follow consumer wants in each country. The next step is to take fast action to develop a product that meets the requirements for that particular region. Both companies cannot just sell one product; if they do they will not succeed. They have to always be creating and updating their marketing plans and products. The companies must be willing to accommodate their ―target markets‖. Gaining market share occurs when a company stays one -step
ahead of the
competition by knowing what the consumer wants. My recommendation is to make sure the company is always doing market research. This way they are able to get as much feedback as possible from consumers. Next, analyze this data as fast as possible, and then develop the new product based upon this data. Once the product is developed, get it to the marketplace quickly. Time is a very critical factor. In my opinion, with all of these factors taken into consideration any company should give any company a good jump on market share.
RISE I N POPUL ARI TY
During the Great Depression, Pepsi gained popularity following the introduction in 1929 of a 10-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With 12 ounces a bottle instead of the six ounces Coca-Cola sold, Pepsi turned the price difference to its advantage with a radio advertising campaign, featuring the jingle "Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you," encouraging pricewatching consumers to switch to Pepsi, while obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. In 1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to 1938, Pepsi Cola's profits doubled. Marketing: In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing." In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks.
TH E AD VANTA GES OF PEPSI -COL A
.1) Firstly, Pepsi has stayed in this market for almost one century. So they are so experienced and stationed in people's mind deeply. Now no one doesn't know the brand Pepsi-Cola Whenever the name Pepsi is heard, people will conjure up the image of fresh and cool drink. 2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh but also have a competitive price in Chinese market* Sometimes Pepsi-Cola even has a lower price than Coca-Cola In China 3) Thirdly. Pepsi is such an experienced powerful global company, which has a basic of a great fund. So it has the ability to place a Idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of the advertisement Granny. 4) Pepsi also compares with the competitors and find their disadvantages to update its own quality, flavor and also package promptly in order to satisfy the consumers' need. This is the biggest advantage of Pepsi Company. So you can see from the pipe-chart one that 41% of the interviewees prefer the flavor of Peps-Cola. It is the most popular one. Pepsi Company also produces the Diet-Cola to meet the people who more concern their health. And it just changes the design of the package of Pepsi-Cola.
TH E DI SADVA NTA GES OF PEPSI -COL A
But we cannot consider things just on one side. Still there are some disadvantages existing in Pepsi-Cola The pipe-chat 3 showed that most of the people like the package of Coca-Cola best.48% people like it. It has only 32% people prefer the package of Pepsi-Cola. So the design of Pepsi-Cola's package is not as attractive as Coca--cola. It still needs to be improved. We suggest that the package needs to be designed more colorful to attract people's attention. Although in the cola market there are many competitors, Pepsi still has the opportunity to enlarge its market share because the cola in the market is quite monotonic. Most of the end user is young people. There are still some people who do not like the taste of the cola. So we can try to provide some other taste of cola such as adding some lemon juice. We can change the flavor in order to meet different taste of different people. As to the threats, all of us know that Pepsi-Cola and Coca-Cola have had the competition for about 80 years. Although Pepsi-Cola have won several times during this competition, ¢Ú the market share of Pepsi-cola is a little bit smaller than Coca-Cola. There is another threat nowadays. Some local cola such as FeiChang and FenHuang cola have taken their feet in the market. Their advertisement says "Chinese people drink our own cola". It is well known that China is a united and patriotic nation. So these words can really catch Chinese people's heart. And these local cola's flavor is more suitable for Chinese. So it can not be ignored.
After analyzing the SWOT, we can take
Some strategies accordingly. 1) Pepsi-Cola should improve the design of the package first. As it is advertised as" the choice of new generation", the design must be looked young and fresh. So the color should be more sharp and attractive. 2) As the flavor and ingredients of cola in the market are similar and the most active consumer is the young people, we can diversify the Pepsi production to meet the different need of the consumers. That is customer-orientated 3) Besides the Diet cola for the ladies, we can have many other new choices. For example, we can create a new kind of cola more suitable for children. Maybe we can add the Vitamins or some nutritious element that are necessary to children. Or we can create a new flavor like mint-cola and the cola with very light alcoholic which is more suitable for the adults. On the whole Pepsi is multinational brand which is very famous in the world and creating its annual income in billion dollars. Day by day Pepsi is extending its brand. The positioning of Pepsi is its quality and its popularity in the whole world. And the target market of Pepsi is almost every person in the world not those which are under poverty line who can afford only a single meal In the day, Pepsi has also potential customers means kids. We have seen that every product has its slogan which also helps it to promote because these slogans represent that product so every company tries to create an attractive slogan. Talking about Pepsi slogans so Pepsi has created many slogans from very beginning when it was introduced, Pepsi has changed its slogan many times. These slogans are:
SLOGANS 1939: "Twice as Much for a Nickel" 1940: "BIGGER BETTER" 1950: "More Bounce to the Ounce" 1950: "Any Weather is Pepsi Weather" 1957: "The Light Refreshment" 1958: "Be Sociable, Have a Pepsi" 1961: "Now It's Pepsi for Those Who Think Young" 1963: "Come Alive, You're in the Pepsi Generation". 1967: "(Taste that beats the others cold) Pepsi Pours It On". 1969: "You've got a Lot to Live; Pepsi's got a Lot to give". 1973: "Join the Pepsi people (feeling free)". 1975: "Have a Pepsi day". 1979: "Catch that Pepsi spirit". David Lucas composer 1981: "Pepsi's got your taste for life". 1983: "Pepsi Now! Take the Challenge!" 1984: "The Choice of a New Generation". 1986: "We've Got The Taste" (Commercial with Tina Turner) 1991: "Gotta Have It."/"Chill Out" 1992: "Be Young, Have Fun, Drink Pepsi"
1995: "Nothing Else is a Pepsi". 1996: "Pepsi: There’s nothing official about it"." (During the Wills World Cup(Cricket) held in India/Pakistan/Srilanka) 1997: "GeneratioNext"." With The Spice Girls " 1999: "Ask for More"/"The Joy of Pepsi-Cola". 2003: "It's the Cola"/"Dare for More". 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles) 2007: "More Happy"/"Taste the one that's forever young". (Michael Alexander) 2008: "Every sip gets you closer".
PRODUCTS FOODS
PepsiCo‘s foods division Frito -Lay
is the leader in the branded salty snack market. All its
products are free of trans-fat and MSG. It manufactures Lay‘s potato chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company‘s high-fibre
breakfast cereal, Quaker Oats and low-fat and roasted snack options
like Aliva increase the number of healthy choices available to consumers.
Aliva Cheetos Kurkure Lay‘s
Lehar Namkeen Quaker Oats Uncle Chipps BEVERAGES PepsiCo
India‘s
expansive
portfolio
includes
iconic
refreshment
beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such as Tropicana and Tropicana 100%.
7UP Aquafina Duke's Gatorade Mirinda Mountain Dew Nimbooz Pepsi
Slice Tropicana
7UP Br and H istory
7UP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929. 7UP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his trendy look, laid-back attitude and unconventional take on life. During the brand‘s early years in India, 7UP gained market leader status in the lemon lime category by
being one of the first to be nationally distributed besides being marketed as a healthier alternative to other soft drinks. Brand Advantage
For the past two years, 7UP‘s ambition as a brand has been to capture and own the lemon refreshment territory within the clear lime category. ‗Lemon‘ has proven to be a clear and
relevant differentiator for the brand. Further, the emotional connect with the idea of upliftment through refreshment has led to an impressive payoff for the brand. After establishing itself as ‗The Lemon Drink‘ in January 2009, 7UP has continued to build on the theme of mood upliftment with its new tagline ‗Mood Ko Do Lemon Ka Lift‘.
Did You Know?
There are many theories for the origin of the 7UP name. According to Professor Gary Yu (UCSB) and researchers for the popular Uncle John‘s
Bathroom Reader the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (lithium citrate). However, there are numerous other myths explaining the name:
Its creator named the soft drink after winning at a casino with three rolls of 7 and the letter U.
The drink was formulated with seven flavours plus the bubbles from the drink‘s carbonation (the bubbles go up).
The original bottle contained seven ounces; its creator came up with the name while playing dice.
7UP was the seventh large commercial lemonade brand that tasted the same.
Before the formula changed in 2006, a can of 7UP included seven ingredients.
The ‗Up‘ in the drink‘s name might refer to the original inclusion of lithium citrate, when it
was marketed as a patent medicine to cure hangovers.
The name ‗7UP‘ was a reference to the Esoteric concept of the Seven Planes, made famous
by the Internet series The Arrivals.
The name came from the seventh-inning stretch ‗7UP‘ in baseball tradition. Quick Brand Facts
7UP was created in 1929
7UP was launched in India in 1990
GATORADE Brand History
Gatorade, the World‘s No.1 Sports Drink, was born on the field of sport! Gatorade was
launched in India in 2004 and over the years, has become an integral part of the kitbags of many leading sportspersons. Gatorade has been tried and endorsed in India by the top sports stars and professionals, including Sachin Tendulkar, Irfan Pathan, Md. Kaif, S. Sreesanth Ramji Srinivasan and Javagal Srinath.{ Gatorade is a brand of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and distributed in over 80 countries.The beverage was first developed in 1965 by researchers at the University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost in sweat during rigorous athletic competitions. Thus, its name was derived from the collective nickname of the university's athletic teams, the Florida Gators. Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which itself was bought by PepsiCo in 2001. As of 2010, Gatorade is PepsiCo‘s 4th -largest brand, on the basis of worldwide annual retail sales. It only competes with Coca-Cola's Powerade and Vitaminwater brands worldwide; plus, Lucozade Sport in the United Kingdom. Within the United States, Gatorade accounts for approximately 75 percent market share in the sports drink category}
The Gatorade Story
In the summer of 1965, a University of Florida assistant coach sat down with a team of university physicians and asked them to determine why so many of his players were being affected by heat and heat-related illnesses. The researchers — Dr. Robert Cade, Dr. Dana Shires, Dr. H. James Free and Dr. Alejandro de Quesada — soon discovered that two key factors were causing the Gator players to ‗wilt‘: the fluids and electrolytes the players lost
through sweat were not being replaced, and the large amounts of carbohydrates the players‘ bodies used for energy were not being replenished. The researchers then took their findings into the lab, and scientifically formulated a new, precisely balanced carbohydrate-electrolyte beverage that would adequately replace the key components lost by Gator players through sweating and exercise. They called their concoction ‗Gatorade‘.
Brand Advantage What is Gatorade?
Gatorade is an optimal mix of water, carbohydrates and essential mineral salts that get absorbed instantly to rehydrate, replenish and refuel like no other beverage can.
Gatorade is unlike any other Beverage or Energy Drink!
Gatorade quickly restores what the body loses through sweat. Its scientific formulation instantly helps the body restore essential minerals, salts, water and energy lost through action and exercise. Gatorade thus helps one to stay ‗Stronger for Longer‘. It contains less than half
of the sugar that is normally found in energy drinks or soft drinks and even juices. Did You Know?
Water helps, Gatorade transforms.
Gatorade is meant for consumption in active, sporty, hot and sweaty conditions.
Gatorade is scientifically formulated and athletically proven to quench thirst. Quick Brand Facts
World‘s No. 1 Sports Drink
Launched in India in 2004
Available in 3 flavours
MOUNTAIN DEW Mountain Dew (stylized
as Mtn Dew in the United States) is a carbonated soft drink brand
produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, Virginia; Knoxville, Tennessee andJohnson City, Tennessee with the slogan "Ya-Hoo! Mountain Dew. It'll tickle yore innards."A revised formula was created by Bill Bridgforth in 1958. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company in 1964, at which point distribution expanded more widely across the United States and Canada. Between the 1940s and 1980s, there was just one variety of Mountain Dew, which was citrusflavored and caffeinated. Diet Mountain Dew was introduced in 1988,followed by Mountain Dew Red, which was introduced and subsequently discontinued in 1988 .[4] While Mountain Dew Red was short-lived, it represented the beginning of a long-term trend of Mountain Dew being produced in different flavor variations. In 2001, a cherry flavor called Code Red debuted. This product line extension trend has continued, with expansion into specialty, limited time production, region-specific, and retailer-specific (Taco Bell, 7-Eleven) variations of Mountain Dew. Production was first extended to the UK in 1996, though this initial debut was short-lived as it was phased out in 1998. A similar but very different-tasting product returned to the UK under the name "Mountain Dew Energy" in 2010 and returned to Ireland in Spring 2011. As of 2009, Mountain Dew represented a 6.7 percent share of the overall carbonated soft drinks market in the U.S. Its competition includes The Coca-Cola Company's Mello Yello, and Dr Pepper Snapple Group's Sun Drop; Mountain Dew accounts for 80 percent of citrus soft drinks sold within the US.
MIRINDA 2012 Brand Campaign Mirinda has always stood for great bold taste that unleashes uninhibited fun. Taking the promise forward, Mirinda launched two new exciting flavors- Orange Mango and Orange Masala which appeal to the Indian palette. While Orange Mango is the perfect mix of the sweet candy taste of mango flavor and the tanginess of original Mirinda Orange; Orange Masala tickles the taste buds with a hint of fruit masala flavor added to Mirinda Orange. The launch was supported by a robust 360-degree campaign including outdoor, online and a consumer engagement programme to bring alive the taste experience. Brand History
Mirinda is an international soft drink brand from Spain that was launched in India in 1991. The irresistible taste of Mirinda was communicated through our 1996 ‗Mirinda Men‘ campaign, the 2000 ‗Taste Pe Atka, Mirindaaaa‘ campaign and the ‗Taste Aisa Chaye
Character Fisla J aye‘ campaign of 2003. In 2008, the brand decided to up the ante and deliver a brand philosophy that would resonate strongly with consumers. Consequently, Mirinda adopted a bold and vibrant colour, great orangey taste and sparkling bubbles that encouraged one to be more carefree, spontaneous and playful and occasionally give in to an impulse of uninhibited fun. This was conveyed through the ‗Pagalpanti Bhi Zaroori Hai‘ campaign with Asin in 2008. In 2009, Mirinda
established orange as the core of the brand with ‗Orange Dikha Toh Mooh Bola Mirindaaaa‘ . Mirinda is a brand of soft drink originally created in Spain, with global distribution. The word Mirinda means "admirable" or "wonderful" in Esperanto.It is available in fruit varieties including orange, grapefruit, apple, strawberry, raspberry, pineapple, pomegranate, banana, p assionfruit, lemon, hibiscus,Guarana, tangerine, and grape flavors as well as Tamarind. A "citrus" flavour is also available in certain areas of the Middle East. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruitflavored beverages. The orange flavor of Mirinda now represents the majority of Mirinda sales worldwide following a major repositioning of the brand towards that flavor in the early 1990s. Mirinda is owned by PepsiCo since 1970 [1] and is primarily commercialized outside North America. It competes with Coca-Cola's Fanta and Dr Pepper's Orange Crush or Sunkist (soft
drink) brand, with flavour brands local to individual countries. As with most soft drinks, Mirinda is available in multiple formulations of flavour, carbonation and sweetener depending on the taste of individual markets.
PEPSI COLA
Brand History Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion.
Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent.
1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad‘s drin k. The potion was to become Pepsi Cola in 1898, and
eventually, Pepsi in 1903.
Since its inception, Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the enviable My Can. Brand Advantage
Pepsi has become a friend to youth and youth culture. Over generations, youngsters have grown up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, a day is never complete without the fizz of Pepsi!
Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India.
Pepsi Changed the Game during the 2011 cricket world cup by challenging convention, celebrating the unorthodox and by becoming the official sponsor of everything that was unofficial about the sport! Change the Game even as a thought has gained enormous popularity and generated tremendous buzz.
Taking the same theme forward in 2012, Pepsi changed the game yet again by taking the lead in celebrating the exciting new platform of football. Having brought the biggest international football stars and pitching them against the mighty Indian cricketers in a classic faceoff for Pepsi – is something which only a brand like Pepsi can deliver.
Quick Brand Facts
Flagship brand of PepsiCo.
100 year old brand loved by over 200 million people worldwide.
An iconic youth brand in India.
The single largest selling soft drink brand in India.
SWOT ANALYSIS OF PEPSICO
STRENGTH
a) Product diversity b) Extensive distribution channel c) Corporate Social Responsibility (CSR) projects d) Competency in mergers and acquisitions e) 22 brands earning more than $1 billion a year f) Successful marketing and advertising g) campaigns h) Complementary product sales i) Proactive and progressive OPPOURTUNITIES
a) b) c) d)
Growing beverages and snacks consumption in emerging markets (especially BALAJI ) Increasing demand for healthy food and beverages e) Further expansion through acquisitions f) Bottled water consumption growth g) Savoury snacks consumption growth
WEAKNESS
a) Overdependence on Wal-Mart b) Low pricing c) Questionable practices (using tap water d) but labeling it as mountain spring water) e) Much weaker brand awareness and f) market share in the world beverage g) market compared to Coca-Cola h) Too low net profit margin
THREATS
a) b) c) d)
Changes in consumer tastes Water scarcity Decreasing gross profit margin Legal requirements to disclose negative information on product labels e) Strong dollar f) Increased competition from COCO-COLA
Strengths
1.Product diversity. PepsiCo has several hundreds of brands, which include: carbonated and noncarbonated drinks, water, savory and whole grain-based snacks. Product diversification strengthens PepsiCo because it doesn‘t have to rely on few key products or seasonal sales and isn‘t significantly affected by changes in customer tastes.
2. Extensive distribution channel. PepsiCo products areserved to more than 10 million stores per week in more than 200 countries. 3. CSR . The firm recognizes its role in a society and engages in education, recycling, water usage reduction, obesity fighting and other projects through PepsiCo Foundation, thus increasing its brand awareness and customer loyalty. 4. Competency in mergers and acquisitions. The key to PepsiCo growth is its successful mergers and acquisitions of beverage, bottling and snacks companies. PepsiCo acquired such brands as Gatorade, Tropicana, Doritos, Quaker Oats and many others. 5. 22 brands earning more than $1 billion a year . The company doesn‘t have to rely on one or two of its product to bring most of the revenues. Instead, Pepsi has 22 brands that contribute significantly to its income, serving different industries and satisfying various consumer tastes. 6. Successful marketing and advertising campaigns.More than $2 billion spent on advertising over 2012 resulted in PepsiCo‘s growing market share over its main competitors,
including Coca Cola Company, which spent even more on advertising. 7. Complementary product sales. In its annual financial report, PepsiCo revealed one of its studies results that about 30% of customers who buy its snacks also buy its beverages. PepsiCo‘s decision to diversify its product range is firm‘s competitive advantage too.
8. Proactive and progressive. According to New York Times food industry writer Melanie Warner, PepsiCo, by many critics, is considered to be most proactive and progressive food company.
Weaknesses
1. Overdependence on Wal-Mart. More than 13% of PepsiCo revenues come from WalMart store chain. Wal-Mart has a significant buyer power and can easily dictate prices over PepsiCo leaving it with very small margins. In addition, if PepsiCo would lose Wal-Mart it would lose 13% of its revenue and competitive advantage. 2. Low pricing. PepsiCo usually prices its products lower than its competitors. Low price is associated with low quality and PepsiCo products are usually perceived as ones. 3. Questionable practices. PepsiCo is using and selling tap water but places view of mountains on its water bottle labels, thus deceiving people that it is mountain spring water when it is not. PepsiCo has also been criticized for using water in India with higher than allowed amount of pesticides in it. 4. Weak brand awareness. The Coca Cola has the largest share market of beverages in the world and much stronger brand awareness than Pepsi, placing it at competitive disadvantage. 5. Too low net profit margin. PepsiCo‘s net profit margin is 9.7% compared to Coca Cola‘s 18.55% and Nestlé‘s 11%.
Opportunities
1. Growing beverages and snacks consumption in emerging markets. PepsiCo has made large investments in BRIC countries to expand its market share as these countries represent the fastest growing food and beverages markets in the world. If PepsiCo is successful it will increase its revenues and global market share significantly. In addition, it will be able to rely less on US market. 2. Increasing demand for healthy food and beverages. Due to many programs to fight obesity, demand for healthy food and beverages has increased drastically. PepsiCo has an opportunity to further expand its product range with beverages and snacks that have low amount of sugar and calories. 3. Further expansion through acquisitions. So far, PepsiCo has been successful in acquiring other companies and adding new growing brands to its portfolio. 4. Bottled water consumption growth. Consumption of bottled water is expected to grow both in US (PepsiCo‘s largest bottled water market) and the rest of the world.
5. Savory snacks consumption growth. The same opportunity PepsiCo has in growing its revenue selling snacks as this market is also expected to grow.
Threats
1. Changes in consumer tastes. Consumers around the world become more health conscious and reduce their consumption of carbonated drinks, drinks that have large amounts of sugar, calories and fat. 2. Water scarcity. Water is becoming scarcer around the world and increases in both cost and criticism for PepsiCo over the large amounts of water used for production. 3. Decreasing gross profit margin. PepsiCo‘s gross profit margin was decreasing over the past few years and may continue to decrease due to higher water and other raw material costs. 4. Legal requirements to disclose negative information on product labels. Some researches show that particular ingredients, consumed in extra large quantities, in some of PepsiCo products could cause cancer. For this reason, many governments consider to pass legislation that requires disclosing such information on product labels. Products containing such information may be perceived negatively and lose its customers. 5. Strong dollar. More than 50% of PepsiCo‘s income is from outside US. Due to strong dollar performance against other currencies PepsiCo‘s income should fall.
6. Increased competition from Snyder’s. Snyder‘s increase its US savory snacks market share by 1.6% and almost all of it was taken from PepsiCo.
REASERCH METHODOLOGY
Research in common refers to a search of knowledge. It can also be defined as a systematized effort to gain new knowledge. Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study observation, comparison & experiment. Research methodology minimized the degree of uncertainly involved in the management decisions. Research lays the structure for decisionmarketing. Type of Research Descriptive Research:
Descriptive research includes surveys and fact-finding enquiries of
different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. In the survey descriptive research process was carried out to describe the market characteristics, consumer profiles, distribution strategies, and market potential. Data Source:
During project study the researcher had used both primary as well as secondary data source. For primary data collection researcher visited various retailers in Kota & for secondary data he went through Books, Journals & Internet. The information collected is relevant, correct & unbiased. Research Design:
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. Objective of the study
The researcher followed survey technique for collecting the data. Here, the researcher carried out information from retailers, have carefully selected the instrument & methods of surveying as the researcher have chosen personal contact methods because of higher response rate & meaningful responses this helped him to get the general feedback.
Research Instrument:
The research instrument used was EDS form. In which market information detail of each outlet should be filled in EDS form. For this researcher have visited each & every outlet & check all the brands & packs of Pepsi are available or not or which one is available in comparison with Coke &filled it in EDS forms. In his research process the researcher have used closed ended & open-ended questionnaire where respondents could answer in their own manner. Through this the researcher was able to extract information from the respondents about Pepsi’s products & the competitors.
Data collection After a research problem has been defined and research design/plan chalked out, the task of data collection begins. The researcher should keep in mind two types of data, which are given below:i.
Primary
ii.
Secondary
The primary data are those which are collected afresh and for the first time, and thus happen to be original in character.
The secondary data are those which have been already collected by someone else and which have already been passed through the statistical process.
FINDINGS
Do you Drink Cold Drinks?
25%
yes No 75%
Are you aware of different players in soft drink market?
40%
60%
Yes No
Do you have any particular preference in coldrinks? If yes name them ?
30%
Yes No 70%
How do you come to know about pepsi?
25%
TV add Hoardings Others 10% 65%
Before pepsi did you have any other preference ? If yes, reason for switching to Pepsi?
30% Yes No
70%
Why do you think that you like pepsico products? 5% 10%
40%
Price Brand Availability Chilled Condition
45%
Are you attracted by diplay items of pepsico store?
40%
Yes No 60%
what attracts the things which attracts You to buy pepsico products , when you go to shop?
25% pure racks Pur visi coolers
45%
Huge Poster 10%
20%
Display in the shelves or counters
Does the easy visibility of display items &Product make you go for impulse buying
25%
Yes No
75%
Wil you change your preference If Price of pepsico Products increases ?
50%
50%
Yes No
Do you think that these promotional activities help in affecting consumer?
35%
Yes No 65%
Are the schemes given by pepsico also affecting the buying decision of customer?
40%
Yes No 60%
SUGGESTION In reference to my research I came to find out that different products
in
same
brand
helps
in
buying
decision.
Recommendations on the basis of customer are:
1. Different Schemes should be introduced by which their sale will increase. 2. Some Gifts should be given to the consumers on the base of lucky draw system. 3. The replacement of the defective bottles should be done effectively on the time. 4. They regularly check the stock of retailers. 5. If the company want to increase the sales in off season should increase the more and more schemes in comparison to other beverages 6. There should be a get together and General Meeting between all the company employees and retailers every Quarter.
