CONTENTS

 Introduction  Current position  Pepsi & its segments  STP  Marketing mix & 4p s  SWOT analysis  Problems  Alternate solutions

INTRODUCTION
Pepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898. 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-ounce bottles, and sales increased to 19,848 gallons. In 1926, Pepsi received its first logo redesign since the original design of 1905.

Current Position
PepsiCo is the second largest food and beverage company in the world. It manufactures markets and sells a variety of salty, sweet and grainbased snacks, carbonated and non-carbonated beverages PepsiCo seeks to achieve growth and long-term value in its operational activities by creating competitive advantages through new product innovation

In 2006, PepsiCo acquired Izze Beverage Company Naked Juice and Stacys Pita Chip Company in the US, Star Foods in Poland, and Bluebird Foods in New Zealand. It has expanded its presence in the non carbonated drinks as well as snacks

The companys volume grew by 5.5% in 2006 compared with 2005 In 2007, the company plans to expand its market share through further acquisition and joint ventures.

In 2009, company has its revenue upto 43.2 Billion US$ and its net income was 8.04 Billion US$.

PEPSI & ITS INDUSTRIES

 FOOD SEGMENT
   

 BEVERAGE SEGMENT
       

Aliva Kurkure Frito lays cheetos

Pepsi Mirinda 7up Pepsi maxx Aquafina Slice Nimbooz tropicana

BEVERAGE PRODUCTS OF PEPSI CO.

1.PEPSI 2.SLICE

3.MIRINDA 4.AQUAFINA MINERAL WATER

5.7UP

SEGMENTATION,TARGETING & POSITIONING

SEGMENTATION,TAGRETING & POSITIONING (contd )

 Basing upon the demographic & geographic needs
x x x x AGE GENDER TASTE & PREFERENCES BEHAVIOURIAL

 Targeting the market of the urban & rural India  Positioning & trying to create an image or identity

in the minds of their target market for its product or brand or organization.

THE MARKETING MIX-4 P S WITH SPECIAL REFERENCE TO PEPSI:

4P s IN DETAIL
 Product
x All the soft drinks & the food products in the industry

 Price
x The price of the products with respect to the Indian scenario

 Place
x The urban & rural markets where the products have to be marketed

 Promotion
x The effective use of ads for boosting up the sales

SWOT Analysis of PepsiCo.

Strengths
      Company Image Quality Conscious Good Relation with Franchise Market Share Large No. of diversity businesses Sponsorships

Weaknesses
      Decline in taste litical Franchises Short term Approach Weak Distribution Low Consumer Knowledge Financial Downfall

Net Revenue (Comparative)

15,000
in Million US$

13,591

13,796

13,219

13,000 11,000 9,000 7,000 5,000 2007 2008 2009

Years

Opportunities
    Increase Population Changing Social Trend Diversification Distribution of Snack Foods

Threats
   Imitators Government Regulation Non-Carbonated and other Competitors Substitutes

PROBLEMS
 Lack of efficiency in distribution network in some

product lines. For e.g. My can and Aliva.  Lack of emphasis on the brand value in advertisements. For e.g. Aliva and Kurkure.  Lack of efficiency in product market survey before the launch of products. For e.g. Pepsi blue and Kurkure desi beats.  The target market is youth and the taste is not in relation with the taste of target market(Pepsi is too sweet)

RECOMMENDATIONS
 Promotion of their products through Effecting Marketing and Advertising strategies. Improving production efficiencies through optimal outsourcing of production and integration. Produce a range of Healthy, i.e. Sugar free or diet Alternatives of different products. The products should bear the brand name in the advertisements A better & an efficient survey network is to be established in order to penetrate the market