Aswath Mayooran R Namrata kedia Rohit Lakhotia Deeraj Rane

 Overview Of Pepsi  Positioning and repositioning  Advertisement  Sales promotion  Analysis of the product  Generic competition  Hypotheses  Justification  Analysis of data  Net take away

 In Caleb Bradham - experimented with many different soft drink concoctions.  In Diet Pepsi is introduced  In Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc  In Pepsi-Cola launches the "Gotta Have It" theme which supplants the longstanding "Choice of a New Generation.“  In Pepsi celebrates its 100th anniversary

 Pepsi repositioned itself as a drink for all the seasons  Pepsi repositioned itself as a drink for the “young people” Initial Positioning:  Initially Pepsi was introduced as a drink for the white people  Pepsi positioned itself as a drink during summer season Subsequent Repositioning:

 Varities of Advertaisments were made  Tv commercials  Print Media  Social Media  Effects of this - Pepsi holds a good amount of market share

 1950 – “Any weather’s, Pepsi weather”  1958 – “Be sociable, Have a Pepsi”  1961 – “Now it's Pepsi for those who think young”  2013 – “Oh yes abhi” A few Taglines are :

4Ps Evaluation  Product:  Un-compromised quality in the product could be seen over the years.  Pepsi has a lot of variants and available in different sizes  Price:  It is affordable to attract customers from all income groups.  Promotion:  Initially targeted middle income group  Later targeted youths  Place:  Pepsi has established its distribution network in almost every region in India.  The margin for the retailer and main distribution agent has been made such a way that it reaches every part of the nation with ease.

 Mazaa and slice  Fresh juices  Packaged juices  Tea, coffee, etc.  Other than the competitors like Coca-Cola and Thums Up it faces many threats from other generic competitors like

 Pricing strategy  Decides its price on the basis of competition  Franchising strategy  Distribution strategy

 Increase the per capita consumption  Expanding its distribution network  Leading the beverage revolution in India  Target-Young generation Tie ups with IPL

 Availability is the most important factor while buying Pepsi.  Preference of Pepsi is not influenced by its Brand Ambassador.  The mother brand, “PEPSI”, is popular than its variants.

 H1  Pepsi bought – on basis of availability of the product as in Pepsi is the black soft drink that they buy and not “PEPSI”.  H2  Sales of Pepsi – Is it influenced by the brand ambassadors alone.  H3  Brand “PEPSI” is more popular than any of the company’s variants.

 Availability is the most important factor while buying Pepsi

 Preference of Pepsi is not influenced by its Brand Ambassador

 Mother brand “Pepsi”, is more popular than its variants

 Comparison of Mother Brand "Pepsi" with its variants

 And also we compared the variants of Pepsi & Coca Cola BrandTotal number of people who can recognize the brand Diet Pepsi33 Pepsi Blue30 Pepsi Atom39 Diet Coke64

 Pepsi is considered to be bought mostly because of the availability of the product rather than other attributes.  Out of all its competitors “Pepsi” is the product that is not preferred due to the influence of Brand Ambassadors.  Variants of Coca-Cola is more popular than variants of Pepsi.