Introduction

Building a powerful brand is all about creating the strongest positive perception in the minds of your customers. But your existing customers already have a perception – one that’s the result of all the experiences over time they’ve had in dealing with your company and, if you employ staff, your people too.Because branding should cover all the senses wherever and whenever possible, we need to find out what are the main ‘sensory drivers’ for their perception so that we can focus on those particular dynamics.

Remember from the presentation:

• Visual: Some people like to see what you mean and make buying decisions basedon how things look.• Auditory: Some people like to hear about your product or service and decide to buybased on whether it sounds like the right purchase.• Kinaesthetic: Some people like to experience the product or service (witha product, it’s about touching, tasting, smelling, depending on what the product is) and decide whether the purchase feels right to them.Of course, not all customers will respond to surveys in an identical way, but whatwe are looking for are the major trends.

Soft drinks industry in India has an annual sale of about 4000crores, with per capita consumption of soft drinks at a low of seven bottle per annum (even Pakistan has a per capita consumption of 14; in china and U.S.A is more than 800 bottles) is due to price factor. The marketing manager is responsible for both determining and suitability of goods and services in the market to give maximum satisfaction to the consumer. In order to provide maximum satisfaction, the manager need to know, what is the satisfaction level of the consumer i.e. what is their expectation from the products etc. In order to meet above requirements marketing manager conduct marketing research. Marketing research identify market opportunities, After the completion of marketing research, the company measures and forecast the size, growth and profit potential of each market opportunity.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands,

including 18 different product lines each generating more than $1 billion in annual retail

sales.

PepsiCo nourishes consumers with a range of products from tasty treats to healthy eats that

deliver enjoyment, nutrition, convenience as well as affordability. The group has built an

expansive beverage and foods business.

PepsiCo have a variety of range in their products they have food and beverage segment like in food they have Alvio, Kurkure, Lays and Quaker Oais. And in beverage they have Pepsi, Mountain Dew, Slice, 7up and Nimbooz

Brands

Pepsi

Mountain Dew

Lay's potato chips

Gatorade

Diet Pepsi

Tropicana beverages

7UP (outside U.S.)

Doritos tortilla chips

Lipton teas (PepsiCo/Unilever partnership)

Quaker foods and snacks

Cheetos

Mirinda

Ruffles potato chips

Aquafina bottled water

Pepsi Max

Tostitos tortilla chips

Sierra Mist

Fritos corn chips

Walkers potato crisps