sip presentation done at varun beverages ltd. on topic marketing mix.

1. JAIPUR NATIONAL UNIVERSITY
A Project On Product Mix Analysis Of PepsiCo.
Submitted by:
Aman Maloo
MBA (D)- III sem.
Submitted to:
Prof. rajesh mehrotra

2. Mission & Vision
Our Mission
“Our mission is to be the world's premier consumer products company focused
on convenient foods and beverages.
Our Vision
“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 a truly sustainable company.”

3. 1906
1950
1973
1998
2003
Today
History:

4. • In1893,Pepsiwasfirstintroducedas"Brad'sDrink",inNew Bern,North
Carolina,UnitedStates.
• ItwaslaterlabeledasPepsiCola.
• In1903,BradhammovedthebottlingofPepsi-Colafromhisdrugstoretoa
rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The
nextyear,Pepsiwassoldinsix-ouncebottles,andsalesincreasedto19,848
gallons.
• In 1909, automobile race pioneer Barney Oldfield was the
first celebrity to endorse Pepsi-Cola

5. In 1926, Pepsi received its first logo redesign since the
original design of 1906.
In 1929, the logo was changed again.
In 1931, at the depth of the Great Depression, the
Pepsi-Cola Company entered bankruptcy.
On 1922 and 1933, The Coca-Cola Company was
offered the opportunity to purchase the Pepsi-Cola
company, and it declined on each occasion.
1959CrawfordwasappointedtotheBoardofDirectorsofPepsi-
Cola.
1975PepsiintroducedthePepsiChallengemarketingcampaign.

6.  1996,PepsiColaunchedthehighlysuccessfulPepsiStuffmarketingstrategy.
 2007,PepsiCoredesigneditscansforthefourteenthtime.
 2008, Pepsi overhauled its entire brand, simultaneously
introducing a new logo and a minimalist label design.
 2009,"BringHometheCup"changedto"TeamUpandBringHometheCup“
newcampaign
 2012,PepsiintroducedPepsiNext,acolawithhalfthecaloriesofregularPepsi.
 2013, Pepsi for the first time in 17 years reshaped its 20-ounce
bottle,

7. Products Details:

8. MOUNTAINDEW
Mountain Dew –Darr Ke Aage Jeet Hai
The main formula of Mountain Dew was invented in Virginia, named and first marketed in
Johnson City, Tennessee and Knoxville, Tennessee in 1948.
In India, Mountain Dew set the soft drink category ablaze in 2003 with their iconic launch
campaign “Cheetah Bhi Pieta Hai”.

9. SLICE
Slice - Pure Mango Pleasure
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.
In 2008, Slice was launched with a 'winning' product formulation which made the
consumers fall in love with its taste. With refreshed pack graphics and clutter breaking
advertising, Slice has driven strong appeal within the category.

10. Tropicana
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the
most respected beverage brands. Today it is the World's no. 1 juice brand and is available in
63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold
was re-launched as Tropicana 100% in year 2008

11. Aquafina
Aquafina - The Purest part of you
Aquafina was first launched in USA in the year 1994 and with its unique purification system
and great Aquafina soon became the bestselling brand in the country.
In India, Aquafina’s journey began with the BoBBAy launch in 1999 and it was rolled out
nationally by the year 2000. On the strength of its brand appeal and distribution, Aquafina has
become one of India's leading brands of bottled water in a relatively short span.

12. 7UP - Mood Ko Do LemonKa Lift
7UP - Mood KO Do Lemon Ka Lift
7UP, the refreshing clear drink with natural lemon and lime flavor was created in 1929. 7UP was
launched in India in 1990 and its international mascot Fido Dido was used for advertising in
1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his
trendy look, laid back attitude and refreshing take on life. During the brand’s early years in India,
7UP gained market leader status in the lemon lime category by being one of the first to be
nationally distributed as well as being marketed as a healthier alternative to other soft drinks.

13. Nimbooz – Ek dumAsli Indian
Nimbooz was launched in India this year on the 28th of February 2009. Latest addition to
portfolio of Pepsi Beverages. It’s a popular lemon drink.

14. Mirinda - OrangeDikha to Mooh Bola Mirinda
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.Now
when we think Mirinda, we think orange. But this soft drink brand has many other fruit flavors;
Mirinda Lemon was launched in 1998 & other flavors like Apple & Barberry that were launched
as in & out. Mirinda has always been about a great orange taste, which is now synonymous
with the brand. These were communicated through our great campaigns; the memorable
Mirinda Men to Taste Asia Chaye Character Fisla Jaye.

15. Pepsi- Yeh Hai YoungistanMeri Jaan
Pepsi is a hundred year old brand loved by over 200 million people worldwide. The largest single
selling soft drink brand in India is the ubiquitous' socialized' at every occasion.
Youngistan loves it. 200 million people worldwide love it. But what has made Pepsi the single
largest selling soft drink brand in India is actually a formula concocted a century ago in a far away
continent.

16. Marketing Strategies
Global Marketing & Advertisements
 The company's global marketing and ad expenses shot up 11% in the first quarter,
compared with the first quarter of 2012.
 Over the course of a century Pepsi has grown to be an amazing brand both in
advertisement and style campaigns, providing top notch strategy plans to kicked out other
competitors, which not only includes Billboards, Banners & stickers on Busses & trucks,
but also with world class Celebrities !
 PepsiCo looks for properties that take a vested interest in a partnership’s success by
keeping the company up to speed on new marketing initiatives and other programs where
there may be a brand fit

17. Global Marketing & Advertisements
 PepsiCo also activates league and team deals with localized in-store promotions.
 Social media marketing is becoming increasingly dependent on user-generated content,
meaning reviews, comment, or any other input from customers.
 The multi-brand strategy supports the organic role that PepsiCo brands play in the sports
experience whether on the field of play or the fan experience.

18. Global Marketing & Advertisements
 Online Advertisements is a huge “GO” for marketing, & PepsiCo is one of them.
 Collect & Win competitions, In this type of events customers’ needs to collect enough points to
get the listed gifts. Points can be of any type from Cap of an empty bottle to a empty wrapper
of a Lays Chips. This attract customers a lot to buy their product in order to collect the points
“We want to reach more consumers in more places at more times than anyone else,”

20. • A small survey was conducted to find the satisfaction level, sales, demand of
flavors, size of visi. Coolers etc.
• Following result were derived regarding the satisfaction level, sales, demand of
flavors, size of visi. Coolers etc from the consumer/Customer & market.
Sample size: 250 retailers.
Location: Shyam nagar,
Ajmer road,
New Sanganer road,
Bais godown,
Bharkat nagar,
Kirti nagar,
Gurjar Ki Thadi,
Maansarovar,
Maharani Farm, etc.in the Jaipur.
Survey

21. Questionnaire
Q.1:- Do you use cold drink?
Yes No
Q.2:- Are you satisfied the Pepsi product?
Always Many a times
Rarely Never
Strongly disagree
Q.3. Various size of visi.
650 Lt 400 Lt
220 Lt others.
Q.4 which brand do you use?
Pepsi Coca-Cola
Both Do not use any
Q5.% Sales of each brand of PepsiCo
Pepsi slice
Mirinda 7 up
Mountain dew
Q6. Which size of the bottle has higher demand?
Pepsi Coca-Cola
Both No One
Q7. Which flavor is more demanded?
Pepsi slice
Mirinda 7 up
Mountain dew

22. Do you use cold drink?
Source: Questionnaire
100%
0%
Use Cold drink
Use No Cold drink

23. Are you satisfied with the Pepsi products?
Source: Questionnaire

24. Visi size No. of outlets
650 Lt 49
450 Lt 53
320 Lt 58
220 Lt 68
Others 22
Various size of visi.
Visi size:- This location has 250 outlets. We can mention Various sizes of visis with their no. of outlets
through following Table
0
10
20
30
40
50
60
70
650 Lt 450 Lt 320 Lt 220 Lt Others
No. of Outlets
No. of Outlets
Source: Questionnaire

25. 0%
5%
10%
15%
20%
25%
200 ml. 300 ml. 600 ml. 1.25 Lt. 2.25 Lt. 250 ml.(Can)
Demand
Demand
Which size of the bottle has higher demand?
Source: Questionnaire

26. % Sales of each brand of pepsico.
Pepsi
7-up
Mirinda
Mountain dew
Slice
This figure represents the most selling product of Pepsi
Pepsi 45%
7-up 20%
Mirinda 12%
Mountain dew 15%
Slice 8%
Sales of each brand of PepsiCo.
Source: Questionnaire

27. Sales of the flavors
Source: Questionnaire

28. Pepsi
Cold drinks
Weekly
(in carets)
Monthly
(in carets)
Yearly
(in carets)
Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda Orange 245 1000 13600
Lehar Soda 126 470 6000
Mirinda Apple 120 400 5000
Mountain dew 410 1700 19000
7up 110 400 4500
Aquafina 60 230 2200
Nimbooz 70 280 2900
Nimbooz Masala
Soda
5 25 300
Sales of PepsiCo’s Cold drinks (per depot)
Source: Questionnaire

29. Swot Analysis:

30. Strengths of the Company
• Has dominant presence in India.
• It has a good goodwill in the market.
• Good share in urban areas
• Has a good brand image Brand Name
• Has a Worldwide Presence
• More Key Accounts
• Youth Icon
• More Margins given to the Retailers.
• Good market penetration.
• Motivated channel partner.
• Well defined routes

31. Weaknesses
• Products Maintenance becomes very expensive.
• Less reach in rural areas.
• Weak supply chain in rural areas.
• Very low share in rural areas.
• No proper billing system is there.
• All brands were not available in at least 80% shops.
• Complaint handling was not up to mark.
• Supply in certain area is very irregular and also route agents are not covering
full routes.
• Poor signage and display is making the routes week for the sale of Pepsi.
• Interpersonal relationship with the company officials and the route agent is not
satisfactory.

32. Opportunities
• To launch Milk Products.
• More promotion of lemon flavors.
• Introduction of Food products (Quaker etc.)
• Upcoming healthy drinks

33. Threats
Increase in competitors
(b) Publicity by competitors.
(c) Numberless innovation’s area in beverage industry
1) Coke is the only nearest competitor and it is catching up in the market
penetration through price skimming and other promotional scheme.
2) Some local brands commonly known as kancha , Tip Top , Shine, Jayanti
and the launch of Catch soft drink a product of DS group are causing
decrease in sale in some areas.

34. • Political Factors
• Economics Factors
• Social Factors
• Technological Factors
PEST ANNALYSIS

35. Political factors
1. PepsiCo is non alcoholic beverage
and has to follow regulated by FDA
with consistency.
2. It deals in different markets and every
market has its own policies and
procedures that are either stringent or
either relaxed. Specially
cross border situations are very different
and Pepsi has to adapt to these changes
accordingly.
3. PepsiCo’s competitors use competitive
pricing strategy and Pepsi has to always
keep this in mind.
4. PepsiCo has to also deal with
government’s focus on stricter water
pollution norms and land acquisition for
new factories in different countries.

36. 1. Usually whenever there is an
economic downturn faced by the
economy, companies sales are badly
affected and they have to restructure
their strategies.
2. The economic in 2008 was in Pepsi’s
favor. It resulted in increased sales of its
beverages as people were jobless and
were sitting at home, spending more
time with family and friends.
4. The economic impacts of such
movements are serious because these affect
the growth.
3. Availability of labor is another very
important economic factor .In some
countries the labor is quite expensive and
if it’s cheap then sometimes labor is not
well trained.
Economical Factors

37. 1. Lifestyle has great influence on the use
of Pepsi products, and their advertisements
are designed accordingly.
2. PepsiCo introduced plastic bottles and
cans and came up with innovative and
newer designs.
3. Introduction of PepsiCo products in the
international market requires an in depth
study of the local social structure.
Social Factors

38. Technological Factors
1. With the technologies coming in,
companies have changed their
strategies and operations accordingly.
A recent trend that has been seen and
something that almost every company
is inclining toward is Social Media.
2. Pepsi is influenced by the modern
manufacturing techniques applicable to
their business divisions of soft drinks,
juices, and snack food.
3. Pepsi has to focus on the latest
distribution techniques, and other
technological advances in their industry.

39. Conclusions:
1. PepsiCo is always looking into the
future, trying to make the company most
profitable and suiting to its
shareholders.
2. PepsiCo is also reformulating its
Aquafina Alive water with a new
sweetener blend that has fewer
calories.
3. More focus on sales of Gatorade
4. New policy of the company should be
introduced before the competitors launch
those policies.
5. A healthy relationship should be
developed by the company’s executives
with the dealers.

40. 6. All the factors involved in pest analysis have a great impact on
each and every company. they all are interconnected with each
other and also leads to a profitable business.

41. Case study
B.S. Traders a depot of Varun Beverages Ltd. (franchise of PepsiCo.) covers maximum area of Jaipur city,
and supply beverages in its respective areas. The shopkeepers who are its customer are not satisfied by the
supply of the product as they do not get the supply of beverage on time. Due to which the shopkeepers loses
its customer. The problem of unavailability of product like 7up(300ml), Mountain dew(300ml), Aquafina,
Evervess soda(1.5ltr) makes the shopkeeper to switch over other company’s product.
The problem of presence of dust particles, insect, plastic wrappers inside the beverages bottle is
major issue. Due to which the customer loses the trust on the product, which creates the bad name for the
company.
The illiteracy of drivers and helpers creates the problem as they are not well known about all the
different schemes to be provided to the different customers as per their order, so at the time of supply there
use to be disturbance between customer and drivers.

42. RECOMMENDATIONS
From the above study following suggestions are being recommended to the company which
they should consider to improve their brand image and increase in sales so that they can
maintain their share in the market:
Regular visits will boost the sales of the Company and will further build healthy relation with
the Retailers.
An open session with the Route agents can be held on monthly basis and
They should be given proper training to how to communicate the Schemes to the Retailers.
It is important to create a competitive spirit among the Route Agents.
Incentives on the basis of the highest share of an agent should be provided
if possible.

43. PepsiCo’s Values
We are committed to delivering sustained
growth through empowered people, acting
responsibly and building trust.
Thank you: