SWOT ANALYSIS:

STRENGTH P e p si is a we ll - e st ab lish ed co ., so it h as a go od rep ut at io n in th e market. Advertising of Pepsi is much more aggressive than Coke. Backed by huge promotion at national & international level. Lot of SGAs provided in the market... New strong flavours with the new Pepsi Atom.

WEAKNESS Non-fulfilment of commitments on time, made to shopkeepers. Incompetent salesman who do not give the schemes in the market regularly. Unavailability of various demanded flavours like Mountain Dew & Miranda Lemon. Not proper control over distribution network.

OPPURTUNITY M a y t ie u p o r liaiso n with majo r sho wro o ms, co mp ut e r cen t re s &restaurant. Huge publicity of Lemon Miranda /Slice has created a lot of demand. Company has brand equity in the eyes of customers, so its new products can easily penetrates in the market. Untapped market. Collaborations with various national sports events.

THREAT

Threat of competitors new brand entry in the market in near future. Restrictions made by Govt. agencies that soft drinks are harmful & non-nutritive. Natural juice are now available whose price are less or same as soft drinks.

 MARKETING MIX: [4P+1P=5P]

PRODUCTS: Carbonated drinks categories: 1. Pepsi 2. Diet Pepsi 3. Caffeine free diet Pepsi 4. Jazz diet Pepsi 5. Diet Pepsi: lime, vanilla, wild cherry, 6. Pepsi one 7. Mountain dew 8. Diet mountain dew 9. Miranda 10. Slice 11. Pepsi Atom 12. Aquafina 13. Aquafina alive 14. Aquafina flavour splash 15. Aquafina sparkling 16. Lipton ice tea 17. Gatorade

 Non carbonated drinks 1. Tropicana pure premium juices 2. Tropicana twister juice drinks 3. Tropicana smoothies 4. Tropics pure premium juices 5. Dole juices 6. Tropicana 100 juices 7. Tropicana naked juice

PACKAGING: Carbonated Soft Drinks (CSD) or Soft Drinks as they are popularlyknown are one of the largest FMCG market in the whole world with the total annual sales around $40 billion. This product is generally available in four kinds of packing. Glass Bottles Pet Bottles

Cans Fountain rim

PRICING: Low pricing strategy Penetration pricing

PLACE: INTENSIVE DISTRIBUTION: A Strategy of intensive distribution is characterized by placing the goods or services in as many outlets as possible. When the consumer requires ag r e a t d e a l o f l o c a t i o n c o n v e n i e n c e , i t i s i m p o r t a n t t o o f f e r g r e a t e r intensity of Distribution. This strategy is generally used for convenience items such as Tobacco, gasoline, and soap, snack foods & bubblegum. Manufactures are constantly tempted to move from exclusive or selective distribution to more intensive distribution to increase their coverage and sales and you could find Pepsi in nursing homes, confectionery shops, departmental stores; you name it & Pepsi is available there.

DISTRIBUTION CHANNEL REDIFINED Pepsi has redefined distribution to strengthen their competitive advantage in the emerging consumer and market scenario. Their earlier focus was tod r i v e w i d e a v a i l a b i l i t y a n d e n a b l e e a s y a c c e s s t o t h e i r b r a n d s f o r consumers. Now they seek to go well beyond this distribution paradigm. Their new approach is more holistic touching consumers in multiple ways at the point of purchase and more importantly, creating opportunities for customers to receive brand message and experience our brands. They are proactively addressing these emerging trends by approachingdistribution and channels in a much broader way. They ar e shifting emphasis from mere reach or availability expansion to touchin g consumers with a 3- way convergence- of product availability, brand communication and higher level of brand experience. They are thus going beyond delivering products and creating greater engagement and interaction around the purchasing experience.

PROMOTION STRATEGY: Pepsi also teamed up with YouTube to produce its first daily entertainment show called Pop tub. This show deals with pop culture, internet viral videos, and celebrity gossip. In 2009, "Bring Home the Cup" changed to "Team Up and Bring Home the Cup". The new instalment 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 by Mark Messier. Pepsi has official sponsorship deals with three of the four major North American professional sports leagues: the National Football League, National Hockey League and Major League Baseball. Pepsi also sponsors Major League Soccer. The brand's blue and red globe trademark became a series of "smiles", with the central white band arcing at different angles depending on the product until 2010. In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and has been described as a "sassier" version of the traditional can that Pepsi says was made in "celebration of beautiful, confident women". Oye Bubbly campaign by Shahrukh Khan. In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at a new "social" vending machine, and even record a video that the stranger would see when they pick up the gift. In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi. In March 2013, Pepsi for the first time in 17 years reshaped its 20-ounce bottle. Pepsi is the official sponsor for IPL 2013-2018.

INTERNATIONAL SLOGANS:

19901991: "Yehi hai right choice Baby, Aha" (Hindi meaning "This is the right choice ) 19961997: "Pepsi: There's nothing official about it" (During the Wills World Cup held in India/Pakistan/Sri Lanka)

19992006: "Yeh dil maange more (Hindi meaning "This heart asks for more") 2002: "Change the World" (Japan) 2000present: "Pepsi ye pyaas Hai badi" (Hindi) meaning "There is a lot of thirst" (India)) 2009present: "Yeh hai youngistaan meri jaan" (Hindi meaning "This is our young country my darling")

2009present: "My Pepsi My Way" (India)

2009present: "Refresca tu Mundo" (Spanish meaning "Refresh your world") (Spanish Speaking countries in Latin America)

2009: "Joy It Forward" 2010present: "Pepsi. Sarap Magbago." (Phillipiens meaning "Its nice to change") 20102011: "Badal Do Zamana" (Urdu meaning "Change The World" by CALL) 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" (2011Cricket World Cup) 2011present: "Dunya Hai Dil Walon Ki" (PAKISTAN-meaning World is For Lovers by Ali Zafar)

2011present: "Go Next!" (Japan, for Pepsi Next) 2013present: "Oh Yes Abhi" (Hindi) (India - meaning Oh Yes Now)