rm project pepsi marketing

8/22/2019 Rm Project Pepsi marketing

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PepsiPepsi (stylized in lowercase as pepsi, formerly stylized in uppercase as PEPSI) is a carbonated

soft drink that is produced and manufactured by PepsiCo. Created and developed in 1893 andintroduced as Brad's Drink, it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in

1961

History

The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibitionin the Historical Museum of Bern.

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1893by Caleb Bradham, who made it at his drugstore where the drink was sold. It was later labeledPepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Bradhamsought to create a fountain drink that was delicious and would aid in digestion and boost energy.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ouncebottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfieldwas the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" wasthen used over the next two decades. In 1926, Pepsi received its first logo redesign since theoriginal design of 1905. In 1929, the logo was changed again.
http://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/File:HMB_Bern_New_Bern_Caleb_Bradham.jpghttp://en.wikipedia.org/wiki/Caleb_Bradham


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In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcyinlarge part due to financial losses incurred by speculating on wildly fluctuating sugar prices as aresult of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.Megargel was unsuccessful, and soon Pepsi's assets were purchased by Charles Guth, thePresident of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda

fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give hima discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.

On three separate occasions between 1922 and 1933, The Coca-Cola Company was offered theopportunity to purchase the Pepsi-Cola company, and it declined on each occasion.

Pepsi-Cola trademark

The original trademark application for Pepsi-Cola was filed on September 23, 1902 with

registration approved on June 16, 1903. In the application's statement, Caleb Bradham describesthe trademark as an "arbitrary hyphenated word "PEPSI-COLA", and indicated that the mark wasin continuous use for his business since August 1, 1901. The Pepsi-Cola's description is aflavoring-syrup for soda water. The trademark expired on April 15, 1994.

A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted byCaleb Bradham for the second trademark is Saturday, April 15, 1905 with the successfulregistration date of April 15, 1906, over three years after the original date. Curiously, in thisapplication, Caleb Bradham states that the trademark had been continuously used in his business"and those from whom title is derived since in the 1905 application the description submitted tothe USPTO was for a tonic beverage. The federal status for the 1905 trademark is registered and

renewed and is owned by Pepsico, Inc. of Purchase, New York

The original stylized Pepsi-Cola logo

The second stylized Pepsi-Cola logo
http://en.wikipedia.org/wiki/File:Pepsi_Cola_logo_1940.svghttp://en.wikipedia.org/wiki/File:Pepsi-original-logo1902-trademarkia.jpeghttp://en.wikipedia.org/wiki/File:Pepsi_Cola_logo_1940.svghttp://en.wikipedia.org/wiki/File:Pepsi-original-logo1902-trademarkia.jpeg


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Rise

During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. 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", arranged in such a way that the jingle never ends. Pepsi encouraged price-watchingconsumers to switch, obliquely referring to the Coca-Cola standard of 6.5 ounces per bottle forthe price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming ata time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938,Pepsi-Cola's profits doubled.

Pepsi

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he hadinitially used Loft's finances and facilities to establish the new Pepsi success, the near-bankruptLoft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v.Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in aloss for Guth.
http://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpg


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Niche marketing

1940s advertisement specifically targeting African Americans, A young Ron Brown is the boy

reaching for a bottle

Walter Mack was named the new President of Pepsi-Cola and guided the company through the1940s. Mack, who supported progressive causes, noticed that the company's strategy of usingadvertising for a general audience either ignored African Americans or used ethnic stereotypes in

portraying blacks. He realized African Americans were an untapped niche market and that Pepsistood to gain market share by targeting its advertising directly towards them. To this end, hehired Hennan Smith, an advertising executive "from the Negro newspaper field" to lead an all-black sales team, which had to be cut due to the onset of World War II. In 1947, Mack resumedhis efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up with advertisingportraying black Americans in a positive light, such as one with a smiling mother holding a sixpack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce)

reaches up for one. Another ad campaign, titled "Leaders in Their Fields", profiled twentyprominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographerGordon Parks.
http://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpg


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Marketing

Pepsi logo (19731987) In 1987, the font was modified slightly to a more rounded version which

was used until 1991. This logo is now used forPepsi Throwback

Pepsi logo (20032008).Pepsi Wild Cherry continued to use this design through March 2010.

Pepsi ONEcontinued to use this design until mid-2012. This logo is still in use in India and other

international markets. The original version had the Pepsi wording on the top left of the Pepsi

Globe. In 2007, the Pepsi wording was moved to the bottom of the globe.

From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonlyused slogan in the days of old radio, classic motion pictures, and later television. Its jingle

(conceived in the days when Pepsi cost only five cents) was used in many different forms withdifferent lyrics. With the rise of radio, Pepsi utilized the services of a young, up-and-comingactress named Polly Bergen to promote products, oftentimes lending her singing talents to theclassic "...Hits The Spot" jingle.

Film actress Joan Crawford, after marrying then Pepsi-Cola President Alfred N. Steele became aspokesperson for Pepsi, appearing in commercials, television specials and televised beautypageants on behalf of the company. Crawford also had images of the soft drink placed
http://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/File:Pepsi_logo.svghttp://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/File:Pepsi_logo.svg


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prominently in several of her later films. When Steele died in 1959 Crawford was appointed tothe Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not aboard member of the larger PepsiCo, created in 1965.

The Buffalo Bisons, an American Hockey League team, were sponsored by Pepsi-Cola in its

later years; the team adopted the beverage's red, white and blue color scheme along with amodification of the Pepsi logo (with the word "Buffalo" in place of the Pepsi-Cola wordmark).The Bisons ceased operations in 1970 (making way for the Buffalo Sabres).

Through the intervening decades, there have been many different Pepsi theme songs sung ontelevision by a variety of artists, from Joanie Summers to the Jacksons to Britney Spears. (SeeSlogans)

In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blindtasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority ofparticipants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great

advantage of the campaign with television commercials reporting the results to the public.

In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, DeniseMuck, to coincide with the United States bicentennial celebration.

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, thestrategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefinepromotion marketing".

In 2007, PepsiCo redesigned its cans for the fourteenth time, and for the first time, included morethan thirty different backgrounds on each can, introducing a new background every three weeks.[

One of its background designs includes a string of repetitive numbers, "73774". This is anumerical expression from a telephone keypad of the word "Pepsi".

In late 2008, Pepsi overhauled its entire brand, simultaneously introducing a new logo and aminimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of itscan and bottle designs. Pepsi also teamed up with YouTube to produce its first dailyentertainment show called Poptub. This show deals with pop culture, internet viral videos, andcelebrity gossip.

In 2009, "Bring Home the Cup" changed to "Team Up and Bring Home the Cup". The newinstallment of the campaign asks for team involvement and an advocate to submit content on

behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown byMark Messier.

Pepsi has official sponsorship deals with three of the four major North American professionalsports leagues: the National Football League, National Hockey League and Major LeagueBaseball. Pepsi also sponsors Major League Soccer. It also has the naming rights to the PepsiCenter, an indoor sports facility in Denver, Colorado. In 1997, after his sponsorship with Coca-Cola ended, NASCAR driver Jeff Gordon signed a long term contract with Pepsi, and he drives


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with the Pepsi logos on his car with various paint schemes for about 2 races each year, usually adarker paint scheme during nighttime races. Pepsi has remained as one of his sponsors eversince. Pepsi has also sponsored the NFL Rookie of the Year award since 2002.

Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket team is one

of the teams that the brand sponsors. The team wears the Pepsi logo on the front of their test andODI test match clothing.

In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its name beingmispronounced by 25% of the population and as a way to connect more with all of thepopulation.

In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many ofits products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower-casefonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue andred globe trademark became a series of "smiles", with the central white band arcing at different

angles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008, andlater it was released in 2009 in Canada (the first country outside of the United States for Pepsi'snew logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina,Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia. Inthe rest of the world the new logo has been released in 2010. The old logo is still used in severalmarkets internationally, and has been phased out most recently in France and Mexico. The UKstarted to use the new Pepsi logo on cans in an order different from the US can. In mid-2010, allPepsi variants, regular, diet, and Pepsi Max, have started using only the medium-sized "smile"Pepsi Globe.

Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the new

Pepsi Logo. The word Pepsi and the logo are in the new style, while the word "Max" is still inthe previous style. Pepsi Wild Cherry finally received the 2008 Pepsi design in March 2010.

In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and hasbeen described as a "sassier" version of the traditional can that Pepsi says was made in"celebration of beautiful, confident women". The company's equating of "skinny" and "beautiful"and "confident" is drawing criticism from brand critics, consumers who do not back the "skinnyis better" ethos, and the National Eating Disorders Association, which said that it takes offense tothe can and the company's "thoughtless and irresponsible" comments. PepsiCo Inc. is a FashionWeek sponsor. This new can was made available to consumers nationwide in March.

In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at anew "social" vending machine, and even record a video that the stranger would see when theypick up the gift.

In May 2011, the week before Memorial Day, Pepsi launched a limited edition flavor called"Memorial Day Pepsi", with blueberry and cherry flavors added to the cola.

In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi.


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Rivalry with Coca-Cola

Main article: Cola Wars

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsiconducted 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 morelemon oil, and less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of Pepsistarted to climb, and Pepsi kicked off the "Challenge" across the nation. This became known asthe "Cola Wars".

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory hasbeen advanced that New Coke, as the reformulated drink came to be known, was inventedspecifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Colaquickly reintroducing the original formula as Coke "Classic".

According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market

share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent. Coca-Cola outsells Pepsiin most parts of the U.S., notable exceptions being central Appalachia, North Dakota, and Utah.In the city of Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,exceptions include Oman; India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor ofthe Pakistan cricket team since the 1990s); the Dominican Republic; Guatemala; the Canadianprovinces of Quebec, Newfoundland and Labrador, Nova Scotia, and Prince Edward Island; andNorthern Ontario.

Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance

by relying on local Qubcois celebrities (especially Claude Meunier, of La Petite Vie fame) tosell its product. PepsiCo introduced the Quebec slogan "here, it's Pepsi" (Ici, c'est Pepsi) inresponse to Coca-Cola ads proclaiming "Around the world, it's Coke" (Partout dans le monde,c'est Coke).

As of 2012, Pepsi is the third most popular carbonated drink in India with a 15% market share,behind Sprite and Thums Up. In comparison, Coca Cola is the fourth most popular carbonateddrink occupying a mere 8.8% of the Indian market share. By most accounts, Coca-Cola wasIndia's leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit asrequired by the Foreign Exchange Regulation Act (FERA). In 1988, PepsiCo gained entry to

India by creating a joint venture with the Punjab government-owned Punjab Agro IndustrialCorporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsiuntil 1991 when the use of foreign brands was allowed; PepsiCo bought out its partners andended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance ofIndia's Liberalization policy.

In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the ColdWar ended. In 1972, PepsiCo company struck a barter agreement with the then government of


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the Soviet Union, in which PepsiCo was granted exportation and Western marketing rights toStolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola. Thisexchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U.S.S.R.

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned

words like "coca colonization", Pepsi-Cola and its relation to the Soviet system turned it into anicon. In the early 1990s, the term "Pepsi-stroika" began appearing as a pun on "perestroika", thereform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as anattempt to usher in Western products in deals there with the old elites. Pepsi, as one of the firstAmerican products in the Soviet Union, became a symbol of that relationship and the Sovietpolicy. This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn'tStart The Fire". The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's usage of variousmusicians in advertising campaigns. Coke used Paula Abdul, while Pepsi used Michael Jackson.Both companies then competed to get other musicians to advertise its beverages.

In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the Russianmarket. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidlycaptured a significant market share that might otherwise have required years to achieve. By July2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.

Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewishorganizations attributed Pepsi's previous reluctance to do battle to the Arab boycott. Pepsi, whichhas a large and lucrative business in the Arab world, denied that, saying that economic, ratherthan political, reasons kept it out of Israel.

Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The design of thePepsiman character is attributed to Canadian comic book artist Travis Charest, created sometimearound the mid 1990s. Pepsiman took on three different outfits, each one representing the currentstyle of the Pepsi can in distribution. Twelve commercials were created featuring the character.His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda.Pepsiman happens to appear at just the right time with the product. After delivering the beverage,sometimes Pepsiman would encounter a difficult and action oriented situation which wouldresult in injury.

In 1996, Sega-AM2 released the Sega Saturn version of its arcade fighting game Fighting Vipers.In this game Pepsiman was included as a special character, with his specialty listed as being theability to "quench one's thirst". He does not appear in any other version or sequel. In 1999, KIDdeveloped a video game for the PlayStation entitled Pepsiman. As the titular character, the playerruns, skateboards, rolls, and stumbles through various areas, avoiding dangers and collectingcans of Pepsi all while trying to reach a thirsty person as in the commercials.


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Slogans

American slogans

19391950: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 19501957: "Any Weather is Pepsi Weather" 19571958: "Say Pepsi, Please" 19611964: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie

Sommers) 19641967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie

Sommers) 19671969: "(Taste that beats the others cold) Pepsi Pours It On". 19691975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give" 19771980: "Join the Pepsi People (Feeling Free)" 19801981: "Catch That Pepsi Spirit" (David Lucas, composer) 19811983: "Pepsi's got your taste for life" 19831984: "Pepsi Now! Take the Challenge!" 19841988 and 1990-1991: "Pepsi. The Choice of a New Generation" 1989: "Pepsi. A Generation Ahead" 19911992: "Gotta Have It"/"Chill Out" 1992:"The Choice Is Yours" 19921993: "Be Young, Have Fun, Drink Pepsi" 19931994: "Right Now" (Van Halen song for the Crystal Pepsi advertisement) 19941995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz) 1995: "Nothing Else is a Pepsi" 19951996: "Drink Pepsi. Get Stuff." (Pepsi Stuff campaign) 1996:"Change The Script" 19971998: "Generation Next" (with the Spice Girls) 19981999: "Its the cola" (100th anniversary commercial) 19992000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with

Britney Spears/commercial with Mary J. Blige) 2003: "Its the Cola"/"Dare for More" (Pepsi Commercial) 20062007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J. Blige) 20072008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "Pepsi is #1" v commercial (Luke Rosin) 2008present: "Something For Everyone"

2009present: "Refresh Everything"/"Every Generation Refreshes the World" 2010present: "Every Pepsi Refreshes The World" 2011present "Summer Time is Pepsi Time" 2011present "Born in the Carolinas" 2012: "Where there's Pepsi, there's music"used for the 2012 Super Bowl commercial

featuring Melanie Amaro 2012 "Live For Now" 2012 "Change The Game"


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2012 "The Best Drink Created Worldwide"

International slogans

19901991: "Yehi hai right choice Baby, Aha" (Urdu, Hindimeaning "This is the right

choice Baby ") (Pakistan), (India) 19961997: "Pepsi: There's nothing official about it" (During the Wills World Cup

(cricket) held in India/Pakistan/Sri Lanka) 19992006: "Yeh Dil Maange More!" (Hindimeaning "This heart asks for more")

(India) 2002: "Change the World" (Japan) 2000present: "Pepsi ye pyaas heh badi" ((Urdu), ((Hindi)) meaning "There is a lot of

thirst" (Pakistan)) ((India)) 2009present: "Yeh hai youngistaan meri jaan" (Hindimeaning "This is our young

country my baby") 2009present: "My Pepsi My Way"(Pakistan) (India)

2009present: "Refresca tu Mundo" (Spanishmeaning "Refresh your world") (SpanishSpeaking countries in Latin America)

2009: "Joy It Forward" (Canada) 2010present: "Pepsi. Sarap Magbago." (Philippinesmeaning "Its nice to change") 20102011: "Badal Do Zamana" (Urdumeaning "Change The World" by

CALL)(Pakistan) 20102011: "Love!" (Japan, for Pepsi Nex) 2010present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" (It can be good, it can

be very good, it can be Pepsi)Brazil and Portugal 2011present: "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket

World Cup)

2011present: "Dunya Hai Dil Walon Ki" (Pakistan-meaning World is For Lovers by AliZafar)

2011present: "Ici, c'est Pepsi" (Qubec-meaning Here, it's pepsi) 2011present: "Go Next!" (Japan, for Pepsi Next) 2013-present: "Oh Yes Abhi" (India) - meaning Oh Yes Now

Awards and recognition

In 2011, The Brand Trust Report in India included Pepsi in the list of the most trusted brands ofthe country.

Aims of Pepsi

Main aim of Pepsi is to provide their consumers with beverages and to make profit in a way ofselling their goods too consumers.


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Pepsi hopes to win back soda drinkers with a compromise.

Some people don't like the calories in regular soda, but loathe the taste of diet. So the nation'sNo. 2 cola company is rolling out "Pepsi Next," a mid-calorie drink that has about half thecalories of regular Pepsi at 60 calories per can.

The cola, which is slated to hit store shelves nationally by the end of March, is Pepsi's biggestproduct launch in years. The drink comes as people increasingly move away from sugary drinksto water and other lower-calorie beverages because of health concerns. It's also an attempt byPepsi to revive the cola wars against Coke and others.

Pepsi Next isn't the first drink to try and hit the sweet spot between diet and regular cola. DrPepper rolled out its low-calorie Dr Pepper Ten, which has 10 calories. The company said thedrink, which has sugar unlike its regular soda, helped boost its fourth-quarter sales.

But coming up with a successful "mid-calorie soda," which has more calories, has been more

challenging for beverage makers. In 2001, Coke rolled out "C2" and Pepsi in 2004 introduced its"Pepsi Edge," both of which had about half the calories of regular soda. Both products also weretaken off the market by 2006 because of poor sales.

"The problem was that consumers either wanted regular soda or a diet drink with zero calories --not something in between," said John Sicher, editor and publisher ofBeverage Digest.

Pepsi's second stab at an in-between soda follows its lower-calorie variations of its other drinks.Gatorade, a unit of Pepsi, has "G2," which at 20 calories has half the calories of the originalversion. And the company's Tropicana unit introduced "Trop50," which is half of the 110calories in a regular 8-ounce glass of orange juice.

But orange juice and sports drinks have nutritional benefits that a drink maker can market. Amid-calorie soda is a tougher sell because it provides only empty calories. So health-consciousdrinkers usually go after diet soda instead.

Sales in the $74 billon soft drink industry have been fizzling out, with volume falling to 9.4billion cases in 2010, down from slightly over 10 billion cases in 2005, according toBeverageDigest, which tracks the industry. But diet soda made up 29.9 percent of the carbonated rinkmarket in 2010, up from 24.7 percent a decade earlier.

Market share for Coke, the nation's top-selling brand, dropped to 17 percent in 2010 from 20.4percent in 2000, according toBeverage Digest. Diet Coke over that same time rose to 9.9percent, from 8.7 percent.

Meanwhile, Pepsi had its share in the carbonated soft drink market fall to 9.5 percent, from 13.6percent, while Diet Pepsi's share remained steady at 5.3 percent.

To keep up with changing tastes, Coke and Pepsi have introduced newer versions of their dietdrinks -- Coke Zero and Pepsi Max -- that promise a taste that's more like their regular sodas.


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And PepsiCo Inc., based in Purchase, N.Y., said earlier this month that it plans to increasemarketing for its brands by $500 million to $600 million this year. A centerpiece of that will bethe company's first global ad campaign this summer, a peak time for the soda market.

Our Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, butthe right thing to do for our business.

Our Mission

Our mission is to be the world's premier consumer products company focused on convenientfoods and beverages. We seek to produce financial rewards to investors as we provideopportunities for growth and enrichment to our employees, our business partners and thecommunities in which we operate. And in everything we do, we strive for honesty, fairness andintegrity.

Our Vision

"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate -environment, social, economic - creating a better tomorrow than today."

Our vision is put into action through programs and a focus on environmental stewardship,activities to benefit society, and a commitment to build shareholder value by making PepsiCo atruly sustainable company.


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PepsiCo Values & Philosophy

Our Values & Philosophy are a reflection of the socially and environmentally responsiblecompany we aspire to be. They are the foundation for every business decision we make.

Our Commitment

We are committed to delivering sustained growth through empowered people acting responsiblyand building trust.

What It Means

Sustained Growth is fundamental to motivating and measuring our success. Our quest forsustained growth stimulates innovation, places a value on results, and helps us understandwhether today's actions will contribute to our future. It is about the growth of people andcompany performance. It prioritizes both making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that we feel will getthe job done, while adhering to processes that ensure proper governance and being mindful ofcompany needs beyond our own.

Responsibility and Trust form the foundation for healthy growth. We hold ourselves both

personally and corporately accountable for everything we do. We must earn the confidenceothers place in us as individuals and as a company. By acting as good stewards of the resourcesentrusted to us, we strengthen that trust by walking the talk and following through on ourcommitment to succeeding together.

Guiding Principles

We uphold our commitment with six guiding principles.


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We must always strive to:

1. Care for our customers, our consumers and the world we live in.We are driven by the intense, competitive spirit of the marketplace, but we direct thisspirit toward solutions that benefit both our company and our constituents. Our success

depends on a thorough understanding of our customers, consumers and communities. Tofoster this spirit of generosity, we go the extra mile to show we care.

2. Sell only products we can be proud of.The true test of our standards is our own ability to consume and personally endorse theproducts we sell. Without reservation. Our confidence helps ensure the quality of ourproducts, from the moment we purchase ingredients to the moment it reaches theconsumer's hand.

3. Speak with truth and candor.We tell the whole story, not just what's convenient to our individual goals. In addition tobeing clear, honest and accurate, we are responsible for ensuring our communications areunderstood.

4.

Balance short term and long term.In every decision, we weigh both short-term and long-term risks and benefits.Maintaining this balance helps sustain our growth and ensures our ideas and solutions arerelevant both now and in the future.

5. Win with diversity and inclusion.We embrace people with diverse backgrounds, traits and ways of thinking. Our diversitybrings new perspectives into the workplace and encourages innovation, as well as theability to identify new market opportunities.

6. Respect others and succeed together.Our mutual success depends on mutual respect, inside and outside the company. Itrequires people who are capable of working together as part of a team or informalcollaboration. While our company is built on individual excellence, we also recognize theimportance and value of teamwork in turning our goals into accomplishments.


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PepsiCo:

Coca-Cola:


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LIME & LEMON FLAVORS

This segment of flavor is very likely in the children and aged person. PepsiCo has three

brands in this segment with comparison to the brands of Coca-cola. The Pepsis brands are

Mountain Dew, 7UP and Nimbooz whether the Coca-cola has its Sprit & Limca in this

segment

Mountain Dew is sweet lemon soft drink in India and in a few countries. It is mostly

demands by the children.

7UP & Nimbooz lemon-lime soft drink. Sales of 7UP is third largest carbonated soft drink brand

in U.S. most consumers prefer 7UP as their favourite brand than any other non-cola.


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PepsiCo:


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Coca-Cola:


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ORANGE FLAVORS

This is another type of flavor in the soft drink industry. The taste is like orange. In this

segment PEPSI has a brand named MIRINDA whether COCACOLA has its FANTA in orange.

This flavor is mostly preferred by children and women

PepsiCo:

Mirinda - Orange Dikha to Mooh Bola Mirinda

Mirinda is an international soft drink brand from Spain that was launched in India in 1991.


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Coca-Cola:

MANGO FLAVORS

In this categorys of flavor is like a Mango. This flavor is now becoming more popular in

India. In Mango flavor PEPSI has a well known name SLICE whether COCACOLA has a

MAZAA in this segment.

PepsiCo:


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Coca-Cola:

SWOT ANALYSIS OF PEPSICO

An analysis that includes environmental analysis, competitive analysis and analysis of

corporate strengths, weakness, threats and opportunities.

S.NO. STRENGTHS WEAKNESSES

1 Big Brand Name in India.Demands of specific products are not

fulfilled.

2 Company has goodwill among the public.Communication Gap between Distributor

and Retailer.


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3

Top management decides strategic

planning and its implementation regarding

the availability, affordability of its brands.

4Good Schemes. Leakage Problem.

5

Increasing Market Share.

60 % market covered in India.

Distributor does not work properly in

season.

6Strong Distribution channel. Stock shortage problem in season.

7Good Advertisement. Shortage of fridge or VISI in market.

8

Company has automatic plant for

production.No maintenance of fridge or VISI.

9

Top management is very effective it take

decisions on every aspect of business like

social responsibility, sales promotion

marketing, finance distribution etc.

Sales representatives of company are not

performing according their efficiency so

sales effected.

S.NO. OPPORTUNITIES THREATS


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1 NIMBOOZ is a good option forLIMCA. Competitor (Coca-Cola).

2 Expend the market in rural area.

The forthcoming market would be the

market of consumers. So the schemes

must be consumers oriented.

3 Attractive Schemes.

Main competitor of Pepsi is Coke. Now

a days coke is Improving planning,

strategies & its implementation.

Company should also change the

market strategies.

4

Increase number of VISI and create Pepsi

Monopoly market.

Now a days awareness of consumers

increasing rapidly so consumers are

quantity conscious so company should

plan according customers preferences.

5

Increasing Market Share60 % market

covered in India.Change Demand.

6

Company should consider on non-user of

cold drink

7Company can capture more market sharewhen introduces 200ml. For children at

reasonable price

8 Company must be decided to established

more visi in the market so that retailers


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pay more attention towards our products.

Finding and Interpretation

1 In terms of availability Pepsi is the most captured brands in the market

2 Pepsi's Aquafina is the most captured brand in the market, while on the other hand most

of the retailers are not interested in selling Aquafina because of less margin compare to

other brands.

3 Most of the retailers are happy with the services of the PepsiCo, while some reported

that the distributors are not very cooperative.

4 Most of the retailers having company's cooling equipment are not satisfied with after sale

services. In peak season of May and June most of Pepsi Company's were not working

properly.

5 Most of the retailers reported that they have not received any display material or

hoarding since last one year or so.

6 Leakage and damage bottles are not return in distributors side.

7 In some cases few retailer shown me Insect or fungus in the sealed glass bottle and

reported against the cleanliness of glass bottles of PepsiCo.

8 The most demanded pack of cold drink is of 200ml of glass bottle as it is in easy reach of

common or lower class customer.

9 Schemes are not provided timely.


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Suggestions

On the Basis of above study following suggestions can be given:

1 Perform a detail demand survey at regular interval to know about the unique needs and

requirements of the customer.

2 Better schemes should be introduced in the market & schemes should be provided timely.

3 There should be regular visit of company's high official to the market for listening to the

problems of the retailers.

4 The company should be always in a position to receive continuous feedback and

suggestions from its customers / consumers as well as from.

5 The market and try to solve it without any delay to establish its own good credibility.

6 Display material should be provided in large quantity so that it motivate retailer also

helpful in receiving customer attention and ultimately better sales.

7 More cooling equipment should be provided to retailers, so that retailer can stock Pepsi

brands more and it also play role of display material.

8 There should be regular inspection of Pepsi's cooling equipments for malfunctioning and

maintenance of the same for the longer period of time.

9 Company should contact and try for new businesses. Like Railways, Airport and in

Airlines, Bus Depot, Hotels, restaurant, etc.

10 Rural people should be made aware of cold drink, they may be good prospects and some

low price policies should be made for them.


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Recommendations

1 Pepsi, the choice of youth is not providing the first choice of young generation. Youth

want something strong in cold drinks & thus prefers strong taste. Pepsi should come out

with some extra strong taste to catch up maximum young generation and to become

exactly Generation Next drink.

2 The distribution channel should be focused on general stores because most of the people

purchase soft drinks from general stores.

3 The company should update the people about pesticides time to time because most of the

people still afraid of pesticides.

4 Most of the elders in the family take soft drinks but not pepsi they considered more

orange and less strong taste company should come up with new taste keeping elders in its

mind to increase sale and market share.

5 People are Confused about the role of pepsi in health company should clear the soft drink

role whether it is beneficial for health or not.

6 Pepsi co should improved its advertisement quality, it should be realistic not imaginary.

7 People get updated by T.V. pepsico should increase the updating by publicity as well as

by Hoardings.

8 Consistency (Nimbooz, Coke Diet).

9 Number of Visi.

10 Services of Visi.

11 Demand effectiveness improper.


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12 Retailer depends on supplier.

13 Create Monopoly market with the help of Visi.

14 Schemes attract to retailer.


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QUESTIONNAIRE

Sir/Madam

I am currently pursuing my MBA and conducting a research study onthe

Brand image of the Pepsico products and its competition in the market. S o ,k i n d l y c o o p e r a t e a n d contribute towards the completion of this research.

Name of the Respondent: ______________________________

Address: ___________________________________________

___________________________________________

___________________________________________ Age: __ yrs.

Phone No. : __________________________

Gender : Male FemaleEducation Level : Matric +2 Graduation Post-Graduation

1.)How much do you care about your choice between different brands of Colddrinks? Care Some what care Dont Care

2.) Name the most popular snack brand that comes to your mind?

_________________________________________________

3.) Do you think that Frito lay (Lays) has a monopoly in the snack market? Yes No


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SPECIMEN OF QUESTIONNAIRE

Name of Dealer: _______________________________________________________________

Contact Person:_______________________________________________________________

Address: _____________________________________________________________________

Landmark: ___________________________________________________________________

Contact No.: __________________________________________________________________

Kind of Shop:

Eatery Confectionary

Grocery Others

Which brand you purchase:

PEPSI Both

COCA-COLA


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Which flavor you purchase more

COLA Orange

7up Pepsi

Which volume of Pack preferred by customers:

200ml

600ml

300ml 2Ltr.

Age group of your customers:

Below 15 yrs 25-35 yrs

15-25 yrs 35 yrs & Above

Customer's preference depends upon:

Brand Availability

Advertisement Scheme


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If customer's preference depends upon schemes, than which age group is mainly

affected by it.

Below 15 yrs 25-35 yrs

15-25 yrs 35 yrs & Above

Average monthly consumption of PEPSI & COCA-COLA

PEPSI.

COCA-COLA.

Do you make some extra efforts to sell/promote the PEPSI:

Yes

No

If yes, then what type:

.

.


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Asset No. (Freezer No.)(Only for Pepsi) .

Any suggestion to the company:

.

.

rm project pepsi marketing

Documents