Pepsi
SYNOPSIS
SYNOPSIS
This thesis is an extensive research on the marketing, and financial strategies
of the PepsiCo international. It covers an extensive survey and depict all
graphs, fact and figures of the company. It begins with the introduction of
soft drink industry and introduction of the PepsiCo international followed
by it’s history. It covers some of the major strategies adopted by Pepsi. The
thesis also takes about how Pepsi is doing all over the world and in India.
INTRODUCTION
INTRODUCTION
With the re-entry of Coca-cola in the Indian market, Pepsi had to go in for
more aggressive marketing to sustain its market share. That was the Initial
phase of the Cola Wars in India”. There are many who feel that Pepsi had
the first mover advantage in India. Little do they know about Pepsi’s initial
foray into Indian soft drinks Industry way back in 1956. Coca-cola had
entered the country just a year back in 1955. But later Pepsi withdraw from
the country in 1961 due to bottling problems.
The second attempt was better planned. On November 9, 1987 the
Government of India’s Project Approval Board (PAB) approved Pepsi
Company’s second proposal to enter the country. The rest as the cliché goes,
is history. Pepsi went on to become the largest selling soft drink brand in the
country with in a span of less than a decade. Even the concerted efforts of
the global giant Coca-Cola and erstwhile Parle brands could only pale in
comparison. Pepsi Company has business interests in three areas-soft drinks,
snack foods and quick service restaurants. Pepsi Company’s soft drinks
include Pepsi Cola, Mirinda, and Seven Up, Slice, Pepsi Diet, Lemon
Mirinda. In 1960s and 70s Pepsi company expanded its product line
introducing Diet Pepsi, Mountain Dew and Pepsi Light in International
SYNOPSIS
This thesis is an extensive research on the marketing, and financial strategies
of the PepsiCo international. It covers an extensive survey and depict all
graphs, fact and figures of the company. It begins with the introduction of
soft drink industry and introduction of the PepsiCo international followed
by it’s history. It covers some of the major strategies adopted by Pepsi. The
thesis also takes about how Pepsi is doing all over the world and in India.
INTRODUCTION
INTRODUCTION
With the re-entry of Coca-cola in the Indian market, Pepsi had to go in for
more aggressive marketing to sustain its market share. That was the Initial
phase of the Cola Wars in India”. There are many who feel that Pepsi had
the first mover advantage in India. Little do they know about Pepsi’s initial
foray into Indian soft drinks Industry way back in 1956. Coca-cola had
entered the country just a year back in 1955. But later Pepsi withdraw from
the country in 1961 due to bottling problems.
The second attempt was better planned. On November 9, 1987 the
Government of India’s Project Approval Board (PAB) approved Pepsi
Company’s second proposal to enter the country. The rest as the cliché goes,
is history. Pepsi went on to become the largest selling soft drink brand in the
country with in a span of less than a decade. Even the concerted efforts of
the global giant Coca-Cola and erstwhile Parle brands could only pale in
comparison. Pepsi Company has business interests in three areas-soft drinks,
snack foods and quick service restaurants. Pepsi Company’s soft drinks
include Pepsi Cola, Mirinda, and Seven Up, Slice, Pepsi Diet, Lemon
Mirinda. In 1960s and 70s Pepsi company expanded its product line
introducing Diet Pepsi, Mountain Dew and Pepsi Light in International
Bibliography: Part, W.C. and young, M. 1986, Consumer response to TV Commercials: The impact of involvement and background music on brand attitude formation, journal of Marketing Research, 23 (1): P-11-24. Tellis, G, 1989, are ads a waste, Business India, July24 : P-89-92. Unnava, H.R. and Brunkrant, R.E. 1989, effects of repeating varied Ad execution on brand name memory, journal of Marketing Research, 28 : P-406-16.