Presented By :Ashish PandeyArvind SharmaCheenu KansalAditya VardhanAllam Divya SanjanaAnshul Masih

PepsiCo. India Ltd.

PepsiCo India and its partners have invested more than U.S.$1 billion since 1989.

PepsiCo claimed that it provides direct and indirect employment to 2,00,000 people in India.

PepsiCo’s Chairperson Indra Nooyi announced that the company will double its manufacturing capacity in India by 2020.

PepsiCo. entered India in 1989 .

The company has built 62 plants for food and beverages across the country.

Headquarter in Gurgaon, India

Strength Strong brand portfolio

in f&b industry. High level of customer

loyalty Extensive global

production and distribution network.

Opportunity Diversify its businesses,

by acquiring or creating alliances with other complementary firm.

Can improve its brand image by involving in more CSR activities

Weakness No presence outside

the f& b industry. Weak marketing to

health-conscious consumers.

Threat Aggressive competition

with Coca-Cola. Increase in number of

companies in food sector .

Changes in consumer tastes

Beverages:Pepsi, 7up, Mountain Dew, Mirinda, Slice, Nimbooz, Gatorade, AquafinaFood Products:Lays, Kurkure, Cheetos, Uncle Chips, Lehar, Quaker Oats, Aliva

• Price is based on competition.

• Offers various size and packaging at different prices.

• Lowe prices to its top retailers.

• Recyclable plastic bottle.

• Sold in almost every retail store, restaurants, theatres and in vending machines.

• Starts selling its product in virtual stores as well like snapdeal.com

• Advertising through various campaigns and celebrity endorsements.

• Use direct marketing• Digital Marketing

Threats of substitute• Significant• Low switching cost• Nutritious (Real,

Tropicana, etc. )

Bargaining Power of Supplier• Insignificant• Higher number of suppliers• Lack of Uniqueness in raw

materialsBargaining Power of Buyers• High • Low switching cost• High access to product

information

Competition among existing firms• Highly competitive • Coca Cola primary one

with parallel range of products.

Effect of Complementary Products• Moderately significant• Combo packages at food

chains• Complements with mild snacks

Threat of new entrants• Insignificant• Established Brand• High branding costs &

limited resources for new firms

Porter’s Six Force Model for PepsiCo. India

STP Analysis of PepsiCo. IndiaSegmentation

Geography : Urban, Rural and Semi-Urban and also by climatic conditions.

Demography: Age, Gender, family Size and Income group.

Consumer Preference: Diverse needs of the consumer.

Targeting

Target the youth using various advertisement campaign.

Target most of places in both urban and rural areas.

Target the diverse consumer.

Positioning

Pepsi, Mountain Dew, 7Up, Mirinda are positioned as the refreshing carbonated drinks.

Tropicana juices and Pepsi Diet as the healthy product and Gatorade as a sport’s drink.

Research Methodology

Objective : To analyse the market share of PepsiCo India in the soft

drinks segment. To determine the buying behaviour of the consumers.

Data Collection : A consumer survey using random sampling technique is done for a sample size of 100 respondents with the help of a questionnaire.

Coke28%

Pepsi16%

ThumbsUp17%

Mountain Dew13%

Sprite7%

7Up5%

Fanta7%

Limca2%

Other5%

Coca-Cola61%

PepsiCo34%

Others5%

Research Analysis

Market Share

PepsiCo India Coca-Cola CompanyAverage Rating (out of 5) Average Rating (out of 5)

Pepsi 3.1 Coke 3.3Mountain Dew 3.4 Thumps Up 3.47Up 3.0 Sprite 3.2Mirinda 2.8 Fanta 2.6

Consumer Rating

Below 18

18-30

Above 30

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1

18

1

3

23

3

23

1

3

17

7

Daily 2-3 times a week Once a week Occasionally

Consumption Report

Party Home College/Work Restaurant Others0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16 11 4 1

67

18 5 1

10 1724 10 2

Glass bottle Can Plastic bottle

Buying Behaviour

Taste66%

Availability12%

Price2%

Packaging2%

Quality18%

Stronger variant of Pepsi should be introduced. Improve the taste of Pepsi. Apple flavoured drink. Install Vending machines with a contract to retail only PepsiCo’s products. Should introduce new packaging similar to a beer bottle(easy to open) PepsiCo. Should reintroduce their game (Pepsi-Men) for smartphone

devices. Collaborating /Acquiring new supply chains . Concentrate on promoting Mirinda. Start campaigns on current topics to improve its brand image.

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