branding, marketing strategies and competetive analysis of

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Post on 11-Sep-2014

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This presentation is all about the marketing strategies and competition level which is facing by PEPSI in INDIA. this presentation has been made after a live project in jaipur city under the pepsi's biggest bottler VARUN BEVERAGES.

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BRANDING, MARKETING STRATEGIES AND COMPETETIVE ANALYSIS OF PEPSI INDIA

SAURABH SHARMA(MBA/Q1R07/A22)BRANDING, MARKETING STRATEGIES AND COMPETETIVE ANALYSIS OFPEPSI INDIA1INTRODUCTION:PepsiCo is a world leader in convenient snacks, foods and beverages with revenues of more than $60 billion and over 285,000 employees. Pepsi has always been brand that embodies the most prevalent youthsentiment. Over the years as youth has evolved, so have Pepsis positioning and language. It has, however,consistently stood for what the youth stands for right from Yeh Dil Maange More to Yeh Hai Youngistaan Meri Jaan.Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts.Objectives of the Study To study Branding and Brand positioning strategies of PEPSI Co. India.To study Advertising and various Marketing strategies of PEPSI Co. India.To do competitive analysis of Coke and Pepsi.3Research MethodologyThe research project was exploratory in nature. The aim was to analyze the existing customer base.Two research tools:Questionnaire (Primary data)Functioning and working of PEPSI India (Secondary Data).4Swot Analysis of Pepsi Co. IndiaSample Size and ToolsQuestionnaire 155 respondents.Personal Interview 27 respondents.6Drinks Preferred by Customer

7up, 38, 21%7upNimbooz, 25, 14%SliceMirindaMountain DSlice, 22, 12%PepsiNimboozPepsi, 47, 27%Diet PepsiLemonMirinda,10, 6%Mountain, 14, 8%Diet Pepsi, 1, 1%Lemon, 20, 11%7Expectations of Consumers from Pepsi

40%26%14%20%Fizzy drinksFruit drinksEnergy drinksAlcoholic drinks8Opinion about Pepsi Drinks

Opinion about Pepsi ProductsNO. OF RESPONDENTS20406080100120BadBelow SatisfactorySatisfactoryGoodExcellent09Comparative Analysis between Pepsi and Coke

CokePepsiTasteQualityPricing ofProductBrandSatisfactionInnovativeness01234567891010Brand Ambassador Liked by Customer the Most

MS DhoniRanbir KapoorShahrukh KhanOthers02040608010012011Findings and SuggestionsThe Brand Pepsi India and worldwide is very strong and customer have very strong perception about Pepsi.Pepsi and 7 UP are the most trusted brand and soft drink of Pepsi Co. as reviewed in the survey.As most of the customers are health conscious, they expect Pepsi to launch more of a Healthy and Energy drinks.The opinion about Pepsi products is very good and brand is showing encouraging sign of growth.In competitive analysis, the competitor Pepsi takes over Coke in factors such as Pricing and Innovativeness of drinks.Pepsi is trusted by people survey over Coke, over factors such as Taste, Quality, Brand and Satisfaction.The TV commercial such as Change the Game has created huge impact on Pepsi sales.12SuggestionsPepsi has strong presence, so they can strengthen it by building more brand loyal customers.More events should be sponsored by Pepsi, like IPL, charity shows, Reality shows etc.Promotions in form of offers, gift coupons should be started in order to attract customers.Pepsi can try to innovative in order to attract youth. The company has always been pioneer in innovations.The company should focus to bring some more flavors like health drinks and other low-calorie offerings. Pepsi can also introduce some fruit based drinks, as it has already entered the energy drink arena.The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from the market and try to solve it without any delay to establish its own good credibility.13ConclusionThe Brand Pepsi is very strong and has good influence on minds of customers. Position on Pepsi has strategically outnumbered Coke and other competitors.The data has clearly indicated that Pepsi products are more popular than the products of Coca Cola because of its TASTE, BRAND NAME, INNOVATIVENESS and AVAILABILITY.Thus it should focus on good taste so that it can capture the major part of the market. The study also indicated that the consumers are very satisfied with the Pepsi products and purchase them without any specific occasions.Pepsi is promoting its products well through Various TV commercials and is reaching masses.Pepsi mainly associates its brand with Youth and innovativeness.14THANK YOU