STRATEGIC MANAGEMENT

Marketing Strategies Of Pepsi Company

Introduction
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Created and developed in 1893 and introduced as "Brad's Drink", it was later renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961 Our mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Pepsi Company creates value by executing comprehensive business strategy guided by six key beliefs:
1.

Brand Pepsi is the core of our business We will serve consumers a broad selection of the nonalcoholic ready-to

2.

drink beverages they want to drink through out the day. 3. 4. 5. We will be the best marketers in the world. We will think and act locally. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit.The Pepsi system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on
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enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an
emerging market.

There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

PEPSI INTERNATIONAL
HISTORY: Pepsi was first introduced as "Brad's Drink" ] in New Bern, North Carolina, United States, in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful, and soon Pepsi's assets were purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace
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Coca-Cola at his stores' fountains after Pepsi refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and it declined on each occasion Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.
[4]

In 1926, Pepsi received its first logo redesign since the original design of 1905. In

1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful, and soon Pepsi's
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assets were purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Pepsi refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and it declined on each occasion

MANAGEMENT: The hierarchy of Pepsi Company is as follows.

Chairman Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

. GLOBAL MARKET SHARE: The following table can show the worldwide operating segments. Unit case growth Nonalcoholic 10 year compound 5-year compound 2001 annual growth annual growth growth Compa Industry Compa Industry Compa ny ny ny drink annual 2002 Industry Company share All commercial Beverages 2002 Compa Compan per

ny share y

capita Income 6% 5% 5% 5% 4% 4% 18% 9% 70 This shows that the market of the company is geographically vast and it is controlling it with great success. In 2002, the company grew their carbonated soft-drink business by nearly 250 million unit cases and generated record volumes. Because carbonated
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soft drinks are the largest growth segment within the nonalcoholic ready-to-drink beverage category measured by volume, that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. Thus they are increasing their market day by day. The operation income earned by Pepsi Company can be illustrated by the following pie chart.

(Figure)

This strategy has worked a lot and it has helped them to become the Worlds leading Soft Drink Company. The global unit sale of the Pepsi Company is increasing from the last ten years. The data of the global unit sale of the Pepsi Company can be represented by following chart.

(Figure)

12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions

So there is positive growth in the market of the Pepsi Company. There is a worldwide volume increase by 4% with strong international growth of 5%. This is only due to the innovative marketing programmers, which has deepened the relationship of the customers and Pepsi. The financial health and success of their bottling partners is a critical component of The Pepsi Company's ability to build and deliver leading brands. In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. The main reason behind this relationship is to continue realizing
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shared opportunities for growth, with closer coordination of operations including customer relationships, logistics and production.

MARKET SHARE BY AREA: Pepsi is the world-renowned soft drink and the company is currently operating through out the world. The world wide total is about 17.8 billion. The operation review according to the segments is as follows.
Operation Review

(2002 worldwide unit case volume by operating segment)

NORTH AMERICA 30%

LATIN AMERICA 25%

EUROPE & MIDDLE EAST 22%

ASIA

AFRICA

17%

6%

So the volume is least in the Africa and most in the North America. The data about the market share of this company area wise is given in the following table. The above table shows the geographical earning of the Pepsi Company and from this data; we can find out that the customers of Pepsi are increasing which is shown by the companys per capita income. Unit case equals 24 eight-ounce servings. The column, which shows the non-alcoholic beverages consist of commercially, sold beverages, as
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estimated by the Company based on available industry sources. The country column is derived from

. In Asian population, which is the satisfied customer of Pepsi, is approximately 3.2 billion and the average consumer enjoys close to two servings of our products each month. Through an intense focus on Pepsi, innovation and new beverages, the company has achieved volume growth of 10 percent in 2002. With developing economies and populations, this region has strong long-term potential, and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands, led by Pepsi. In China, for example, sales of Pepsi increased 6 percent. The total unit case sale of Pepsi in Asia can be shown by So the company is emphasizing more in this area and is trying to develop a strategy, which can increase the growth of the consumption oPepsi by the people of Asia. Among the countries of Asia, Japan has the highest percentage, which is about 29%. Among others, INDIA, India and Bangladesh are those countries where the average consumption is increasing day by day.

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COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world that is why the number of employees and the bottling equipments is highest among the other bottling companies. There is a constant increase in every aspect when we compare the statistics of 2001 and the statistics of 2002. This is because; Pepsi Company is increasing its volume day by day. The expansion of this company, which shows the success of Pepsi brands, results in the percentage change in the statistics of the two years. The statistics is as follows.

The commitment of the company is to devote resources to water only in markets where it expects profitable growth. This strategy has paid dividends. The company has successfully applied its approach to brands in several key markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of bottling partners through out the United States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entire Turkuaz brand
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team worked together to launch Turkey's first purified water brand. This year, Pepsi Company also successfully energized a major piece of its beverage strategywater. By the end of 2001, its bottled water volume exceeded 570 million unit cases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year. In 2001and 2002, the company has also made good progress in coffees and teas. Beverage Partners Worldwide, the renewed and strengthened marketing partnership with Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in life science, research and development with the expertise of Pepsi Company in brand building and distribution. At the same time, the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. Also in Japan where The Pepsi Company is the leader in the total tea category, the second-largest category in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit cases for the year, Marocha Green Tea is the fastestgrowing product in the fastest-growing category: green tea. The popularity of Marocha is also recognized by the industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year. Among the soft drinks Fanta and Sprite become successful along with the major brand Pepsi and Diet Pepsi. In key markets, the company has created new packaging sizes to satisfy consumer demands.
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Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company introduced a convenient 2- liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Pepsi in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In China, Pepsi is an integral part of holiday celebrations and the family get-togethers that accompany such events. Through an intense focus on Pepsi, innovation and new beverages, it has achieved volume growth of 10 percent in 2001. In China, sales of Pepsi increased by 6 percent. In the United States, recognizing that consumers often enjoy their diet Pepsi with a slice of lemon, the company "bottled" the concept. The resultdiet Pepsi with lemoncontributed to volume growth of 4 percent for the number-one diet. Soft drink in North America: diet pepsi. The company increased its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Pepsi. The packaging innovations do not just involve resizing. The company has also responded to consumers' changing fashion styles with new bottles.With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa. This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category.
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Revitalized in the United States, the company introduced Powerade in nearly every major Western European market, including Great Britain, Germany and Spain, as well as in Mexico and Latin America. The company launched 27 products in 2001. The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business, a channel through which many consumers enjoy Pepsi. In the United States, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides exceptional beverage quality, easy to upgrade technology, brand and graphic customization and improved reliability.

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STRATEGIC PLANNING
In the year 2002, the company had a great success, as the strategy worked which resulted in making Pepsi Company the worlds leading company. In 2001, company accomplished the crust of its strategy as Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable. Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively

Return on common equity grew from 23 percent in 2000 to 38 percent this year.

Return on capital increased from 16 percent in 2000 to 27 percent in 2001. The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength. The strategy for the future of the company is very straightforward. The marketing strategy for the year 2002 is as follows,

Accelerate carbonated soft-drink growth, led by Pepsi.

Selectively broaden the family of beverage brands to drive profitable growth. Grow system profitability and capability together with our bottling partners.

Serve customers with creativity and consistency to generate growth across all channels.

Drive efficiency and cost-effectiveness everywhere.

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PROMISE OF PEPSI
The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Pepsi. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET
Pepsi commercials basically based on young generations, So, the young generation is the target market of Pepsi because they want to represent Pepsi with the youth and energy but they also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.

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FACTORS EFFECTING SALES

There are so many factors, which affects the sale of pepsi. Here we are discussing three major factors which effects pepsi. Per capita income Weather Per Capita Income First we will discuss about Per capita income. This is major factor that affects the sale of this soft drink. Because which every passing year budgets are becoming very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. They spend heavily on rents, utilities, and education and basic necessities and after that when they get extra money they think about this soft drink .So the decreasing per capita income effects badly in selling and production of this soft drink. And to get through with this difficulty there is need to increase the level of per capita income of INDIA because it is much lesser than the rest of the countries.Pepsi major competitor is Pepsi and there is no hesitation to say this because every one knows that and all the other cold drinks and water, coffee, tea are the competitors.

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Weather
Weather is the third major factor in effecting the Pepsi selling. This is underdeveloped market so the pepsi consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they are going to have. In other words, they dont care before drinking that whether it is Pepsi or pepsi. They dont actually differentiate between these two brands in order to their tastes. Consumers basically drink what they get. They believe on WHAT COLD THEY SOLD Consumers availability in brands is basically works like: Push availability Pull consumers demand. For this reason Pepsi have provided their coolers and freezers in the market. They have maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just to provide child pepsi to their customer, which they want to be purchase. Their salesman and mechanics regularly visit all the shops where pepsi has its infrastructure to check that either it is in proper condition or not, if not then they immediately change or repair it.

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MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Pepsi with coke and Sprite with 7up and team .So the major competitor of Pepsi is coke When they motivate to any other brand or on Pepsi its in instinct basically that based on messages derive certain feelings. But Pepsi thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors.

STRATEGIES OF QUALITY
After Micro and macro analysis Brand pepsi is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time Though these strategies there could be better understanding and better connection with the public. These are the key consumption.

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THREATS FROM COMPETITORS

Threats are well planned. Price is the major threat. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Because when the price go higher people go for the substitute of pepsi i.e. Pepsi. And when price goes down they think that there is must be some thing wrong in it. In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN

Every organization runs on the bases of profit maximization so Pepsi is also looking for a high profit margin. There are three major ways of making money

Over night profit Windfall profit Over Night Profits They could be over night profit that is for the number 1 brand for the year. This could be got my increasing sales volume Windfall Profit Can be windfall profit. They are the extras profit. When the consumption the consumption is on boom. So, there is different kind of profits.
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Ethical And Unethical Ways Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war. Some profits stays for some time like over night profits and some just come and go like wind fall profits. And they can also get profit through different approaches.

EXPANDING TARGET MARKET In last 2 years Pepsi has come back in aggressive manner. Consumer has choice Attractive brand name Consumer Has Got Choice Now the consumer has got choice. Because now they know the name of another big brand, though pepsi is the 2nd best name but it can get a better position after some time Attractive Brand Name Now the consumers know the Name of Pepsi, because Pepsi is the name, which is the most popular after the word ok. So people can better differentiate brands with each other. Brand Differentiation Now different companies have got different brand names. So, people can distinguish between brands. Two major brands pepsi and coke also have brand names.

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THREATS AND OPPORTUNITIES FOR PRICE

Opportunities
If Pepsi is considered a luxury product. Then there is the tax rate system 15% - sales tax 20% - excise duty 27% - goes to government 03% - In making Budget After paying all these taxes pepsi has to pay electricity charges. We have to spend on distributions. After paying all these expenses Pepsi margin squeezed and consumers have to pay for increasing tariffs. These are the opportunities through which we can increase the price and can get profits.

Threats
There are much more threats in increasing prices. Because same problem of substitute. If Pepsi increase the price lets say 1 rupee. Then people definitely wont go for pepsi. They have the best substitute of Pepsi that is Pepsi. So these are the threats in increasing prices. Pepsi will lose the margin of its profit and can face loss.

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STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS

To increase the price is the least thing, which Pepsi can adopt. There are so many ways through which Pepsi can increase the profits. Some major ways are as follows. Volume can be increased Interest level of consumers To take part in energetic festivals How to increase the volume of consumers? Pepsi can increase the volume by expanding the industry of pepsi. Through advertisements, offering different interesting things to attract people towards this product. How to increase the interest level of consumers? Pepsi is increasing the interest level of consumers by offering different flavors. For example Pepsi is increasing the number of flavors in Fanta, this is one of the product of pepsi. Through offering different flavors Pepsi can increase the Level of consumers and through this profits can be gained. How to take part in energetic festivals? Pepsi is already taking part in the festival like Diwali since last 3 years. Pepsi offers different attractive things in their festival and through this Pepsi gained high profit and consumption of pepsi increased on these occasions. And this year in this year 2002 people were anxiously waiting that what interesting thing pepsi is going to offer.
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MARKETING STRATEGY
Our local marketing strategy enables Pepsi to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Pepsi, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Pepsi strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

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PRICE STRATEGY
Trade Promotion Pepsi company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why pepsi seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more.

Seen as sold They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And pepsi also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. Different Price In Different Seasons Some times Pepsi Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in INDIA. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

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PROMOTION STRATEGIES
Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the pepsi company positions their freezers and their products in eyecatching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, pepsi often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children. DISTRIBUTION CHANNELS Pepsi Company makes two types of selling Direct selling Indirect selling

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Direct Selling
In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Indirect Selling
They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of INDIA by their own so they have so many whole sellers and agencies to assure their customers for availability of pepsi products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles ADVERTISEMENT Pepsi company use different mediums Print media Pos material Tv commercial Billboards and holdings
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Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Pepsi Company does regular TV commercials on different channels. Billboards And Holdings Pepsi is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

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SALES PROMOTION ACTIVITIES

Pepsi Cricket Cricket the most sought after; watched & played game in INDIA .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. The Pepsi Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Pepsi marketing unit acclaimed them many acknowledgements across the board. This campaign helped Pepsi to establish its association with the game & the player. Pepsi Concerts A r rehman distinct style, lyrics & songs have made him an instant hit among the masses in INDIA. His enormous popularity in the country & abroad is supported by Pepsis commitment towards providing healthy & fun-filled entertainment for the youth of INDIA. Pepsi brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. Pepsi Food Mela With a splash of food, fun & prizes to be won, the Pepsi food mela treated the people of mumbai, to a festive food festival comprising of 50 restaurants, spread out all over
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the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Pepsi identity. Pepsi Diwali Festival In February the month of basant the parks & horticulture authority in Lahore nominated Pepsi the official sponsor of the basant festival .Pepsi added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Pepsi also hosted a concert of pop idol Abrar-ul-haq, had childrens parade & held the Pepsi kite flying championship during the basant festival. Now where there is basant there is Pepsi, it has been impossible to envisage basant without Pepsi. Pepsi give the more refreshing flavor to the colors of basant by adding more life to the festival, giving the consumer a unique experience which they had never tasted before. Pepsi Shopping Festival Pepsi hosted The Pepsi Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fire works. Liberty marketing Delhi was a hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular that it is now set to become an annual fixture. Pepsi Pet Promotion In 1996, Pepsi launched 1.5 liter Pet contour bottle for the first time in INDIA. Targeting house wives & family home, Pepsis 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its
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numerous consumer benefits .A treat for the family, Pepsis PET was offered through a price-off promotion that said.Go out & get some Pepsi Ramzan Campaign A very special occasion for the people of INDIA Ramzan saw another very special Pepsis promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis on enjoying Pepsi at Iftar with friends & family. Pepsi Wonder of the World Promotion In July 2000, Pepsi set the stage of the grand UTC promotion. Pepsi went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Pepsi, Sprite, & Fanta.The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Pepsi Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Pepsi. Pepsi TV Mazza The pepsi new campaign is pepsi tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people.
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CONCLUSION
After thorough research, we come to the conclusion that the marketing strategy of Pepsi is working for them and the product is gaining popularity among youth day by day.

RECOMMENDATIONS
After completing our project we have concluded some recommendation for the pepsi company, which are following.

Pepsi Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers.

According to the survey, conducted by the international firm INDIAi people like little bit sweeter cola drink. So for this pepsi company should produce their product according to the local demand.

Marketing team should try to increase the availability of Pepsi in rural areas.

They should also focus the old people.

Now young generation has a trend to drink a pepsi 2 regular bottles at same time, so providing more satisfaction to them company should introduce liter disposable bottle.

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Bibliography
en.wikipedia.org/wiki/Pepsi www.pepsico.com www.sirpepsi.com/pepsi11.htm

Pepsi Legacy book

www.theoriginof.com/pepsi.html

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