Pratik Yerunkar Final

7/30/2019 Pratik Yerunkar Final

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A PROJECT REPORT ON SUMMER INTERNSHIP DONE AT IMRB

A STUDY OF CONSUMERS PERCEPTION FOR THE NEWLY

LAUNCHED PEPSI ATOM IN MUMBAI

SUBMITTED BY

PRATIK YERUNKAR

MMS

(MARKETING)

ROLL NO98

BATCH 2012-2014

UNDER THE GUIDANCE OF

DR.AMIT AGGRAWAL

CORE FACULTY- MARKETING

UNIVERSITY OF MUMBAI

KOHINOOR BUSINESS SCHOOL,

KURLA, MUMBAI.


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DECLARATION

I Hereby declare that the project entitled A STUDY OFCONSUMERS PERCEPTION FOR

THE NEWLY LAUNCHED PEPSI ATOM IN MUMBAI carried out at IMRB

INTERNATIONAL is my work submitted in partial fulfillment of the requirement for Degree

of MASTER OF MANAGEMENT STUDIES (MMS), UNIVERSITY OF MUMBAI from

KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI and not submitted for the award of any

degree, diploma fellowship or any similar titles or prizes.

Date: Signature:

Place: Mumbai Student Name: PRATIK YERUNKAR


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CERTIFICATE

This is to certify that the project title A STUDY OF CONSUMERS PERCEPTION FOR

THE NEWLY LAUNCHED PEPSI ATOM IN MUMBAI is successfully completed by

PRATIK YERUNKAR during the second year of his course, in partial fulfillment of the

Masters Degree in Management Studies, under the University Of Mumbai, through

KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai- 400070.

Date:

Place: Mumbai DR.AMIT AGGARWAL


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Acknowledgement

I have taken efforts in this project. However, it would not have been possible without the kind

support and help of many individuals and organizations. I would like to extend my sincere thanks

to all of them.

I am highly indebted to Dr. Amit Aggrawal for their guidance and constant supervision as well

as for providing necessary information regarding the project & also for their support in

completing the project.

I would like to express my gratitude towards my parents for their kind co-operation and

encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such

attention and time.

My thanks and appreciations also go to my colleague in developing the project and people who

have willingly helped me out with their abilities.


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INDEXSR. No. Topic Pg. No.

1 RESEARCH OBJECTIVE 7

2 RESEARCH METHODOLGY 8

3.1 DATA SOURCES 8

3.2 LIMITATIONS 8

4 COMPANY PROFILE 9

5 INDUSTRY INTRODUCTION 13

6 FINDINGS 35

7 ANALYSIS 48

8 CONCLUSION 49

9 SUGGESTIONS 50

10 ANEXXURE 51


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Executive summary

The objective of the project was to understand the effectiveness of the new Pepsi atom

cola in the cola market for Pepsi. For that we have to understand the customer needs pricing

constraints, response, emotions and beliefs regarding the product. The objective of this study was

to analyze the consumers perception towards the new Pepsi atom cola in the 6 cities including

Mumbai with respect to the survey in the best supermarkets of the city. The project was started

on 4st of June after knowing all the relevant information regarding the project, under the

guidance of Dr. Amit Aggrawal. The first part of my project involves the study of the whole

project which was undertaken by the research company. After going through the whole project

we had given the brief introduction about the research work. We had been appointed guidance by

the company Mr. Santosh sir. Sir gave us the opportunity to work in the actual market. They

gave the entire questionnaire which has to fill up accordingly in different supermarket and

departmental stores. The marketing research was undertaken for Mumbai region during one and

half month. The sample size of the marketing research was taken to be 55. The questionnaire

contains various aspects like their Name, Contact Number, E-mail Id, shop Name, preference

and Pepsi advantage information about the other Pepsi products, products other than pepsi etc.

The topic A STUDY OF CONSUMERS PERCEPTION FOR THE NEWLY LAUNCHED

PEPSI ATOM IN MUMBAI deals with the taste, the packaging, Brand perception and the

choice of preference that consumer would like to have.


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Research objective

The research was conducted for the following objective

1. To study the consumers perception about the new product involved in present study.2. To know the current cola market scenario.


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Research methodology

1. Data sources:-The data sources are given by the company which was taken from the suppliers of

Pepsi products. We were having all the details of the supermarkets we are visiting

in a day. We have been addressed by Mr. Santosh Vaishya which supermarkets

we should visit.

2. Limitations:-The limitations of the research are following:-

1. The sample size was limited as compared to the population of the city.


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PROFILE OF THE COMPANY

IMRB International(formerly Indian Market Research Bureau) is a multi-country market

research, survey and business consultancy firm that offers a range of syndicated data and

customized research services. Headquartered in Mumbai, India with operations in over 15

countries IMRB is a part of the Kantar Group, WPPs research, insights and consultancy

network.

Established in 1970, IMRB was modelled on the lines of the British Market Research Bureau.

IMRB is now a leading provider of market research and insights across South Asia, the Middle

East and North Africa with specialist divisions in quantitative, qualitative, media, retail,

industrial, customer satisfaction, business to business and social and rural research. IMRBs

syndicated research offerings include the Market Pulse, the National Food Survey, Web

Audience Measurement (WAM), I-Tops, and I-Cube reports.

With over 1200 employees, IMRB is one of the largest providers of market research in India in

an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market

research company in India, IMRB has been responsible for establishing the first and only

household panel, the first television audience measurement system and the first radio panel in the

country and has played a key role in the development of market research in India. It has been

rated the Best Market Research Company by MRSI an industry body for several years.

IMRB International's specialised areas are consumer markets, industrial marketing, business to

business marketing, social marketing and rural


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About IMRB International

IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT). We are born

out of conviction that good advertising can only be built on sound consumer insight. We are the

University of the Indian market research. We are one of the top 20 Market Research companies in

the world. IMRB was set up in 1970, a full 37 years after BMRB was set up in UK by JWT.

We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68 billion;

revenue company with 138,000 employees in 2400 offices across 107 countries. Kantar is WPPs

research, insight & consultancy network. Kantar was founded in 1993, is now the worlds fourth

largest research conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices

across 95 countries.

Differentiation

We add value to clients - real value. We develop a learning culture that fosters innovation and we

also contribute to academia and policy makers. We have developed a sustainable working

environment that is good and fair to us and our clients. We have the largest team of researchers and

analysts with around 4 decades of leadership in the region. We have 26 offices in 12 countries each

of them equipped with specialized units by research methods and industry sector. We have 4.4

million customer interactions every year.


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Methods and Philosophy

Our perspective is unique. Our approach is refreshing. And our solutions provide a comprehensive

response to our clients needs, not packaged data but custom solutions for clients. We offer services

with the integration of qualitative and quantitative tools. We are designed in India for India, our

measures and scales are created to maximize sensitivity. We work together with TGI, Web-I, IMRB

Retail, Market Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by

combining consumer understanding and brand knowledge with intuition and innovation.

Achievements & Goals

IMRB has demonstrated its vision and leadership in the Indian market by establishing several

industry wide measurements and rating systems. Notable amongst these is our pioneering role in

establishing Indias first TV rating system (TAM) and the creation of social economic classification

(SEC) system in India.

We have won several prestigious awards. Amongst them the most noteworthy being the MR

Agency of the year from 2005-2009. We have presented cutting edge research for several years at

international forums including ESOMAR and won awards for our efforts. We have also been

awarded the WPPs Atticus award jointly with JWT.


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Clients

Our top clients include BAT Group, Bharti Group, Cadbury, Ford Group, Frito Lay, Glaxo

Smithkline, Heinz, Indian Airlines, Intel, ITC Group, Millward Brown, Nestle, Pepsi Group,

Reckitt Benckiser, Research International, TVS Motors, Unilever Group, Pepsi and VST and so on.

few words from two of our esteemed clients:

As a team they produce thoughtful proposals, excellent fieldwork and presentations. They are

constantly involved in the work. They feel like a version of our own office

IMRB showed a high degree of professionalism, rigor and discipline. An excellent level of client

servicing, need fulfillment, pro-activeness and analytical focus.


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Introduction to the profile of the brand of study

PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and fastest

growing food and beverage businesses in the country. PepsiCo Indias growth has been guided

by PepsiCos global vision of Performance with Purpose. This means that while businesses

maximize shareholder value, they have a responsibility to all the stakeholders, including the

communities in which they operate, the consumers they serve and the environment whose

resources they use.

One of the largest food and beverage businesses in India: PepsiCo Indias diverse portfolio

includes iconic brands like Pepsi, Lays, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo India has not only grown to become one of the countrys largest food and beverage

businesses but has also become a powerful and consistent driver of PepsiCos global growth.

Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus

brands in India, which are household names trusted across the country.

A growing portfolio of enjoyable and wholesome snacks and beveragesPepsiCos portfolio

reflects its commitment to nourish consumers with a diverse range of fun and healthier products.

The portfolio includes several healthier treats like Quaker Oats, Tropicana juices, multigrain

Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lays baked range and Lehar

Iron Chusti fortified extruded snack with superior quality iron & B-vitamins.
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IDt1hNusMfy-7M&tbnid=abkrHYzqYz2scM:&ved=0CAUQjRw&url=http://www.perceptooh.com/Clients/Client_Listing.aspx&ei=0MX2Uc7LB8e-rgfil4CYAg&bvm=bv.49967636,d.bmk&psig=AFQjCNHvlQw9714dMW21LcoR6iBC2pKSNg&ust=1375213373149286


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Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a model

of partnership with farmers and now works with over 24,000 happy farmers across nine states.

More than 45 percent of these are small and marginal farmers with a land holding of one acre or

less. PepsiCo provides 360-degree support to the farmer through assured buy back of their

produce at pre-agreed prices, quality seeds, extension services, disease control packages, bank

loans, weather insurance, and the latest technological practices.

Global leader in water conservation: In 2009, PepsiCo India achieved a significant milestone,

by becoming the first business to achieve Positive Water Balance in the beverage world, a fact

verified by Deloitte Touch Tohmatsu India Pvt. Ltd and has been Water Positive since then.

The company made this possible through innovative irrigation practices like direct seeding,

water recharging, and by reducing the consumption of water in its manufacturing facilities.

PepsiCo is lauded for its efforts for water conservation.

Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30

percent of its energy is today generated from renewable sources such as rice husk boilers and

wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging

initiatives and efficient waste management help reduce load on the environment. PepsiCo Indias

award-winning Waste to Wealth recycling program reaches 465,000 families.

Exemplary employment practices: PepsiCo India presently employs 6,400 people and provides

indirect employment to almost 2,00,000 people. The company believes in providing employment

and growth opportunities to local talent. Its College of Leadership, ensures early identification

of talent, and employees focused development through critical experiences. The company

emphasizes Winning with Diversity and Inclusion and has a significant number of women in


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the leadership team in India. PepsiCo India has won the prestigious Hellen Keller Award from

the National Centre for Promotion of Employment for Disabled People (NCPEDP).

Indra Nooyi is Chairman and Chief Executive Officer of PepsiCo. Mrs. Nooyi is the chief

architect of Performance with Purpose, PepsiCos promise to do whats right for the business by

doing whats right for people and the planet. Its the companys commitment to sustained growth

with a focus on Performance, Human, Environmental and Talent Sustainability. In keeping with

this commitment, PepsiCo is proud to be listed on the Dow Jones Sustainability North America

Index and Dow Jones Sustainability World Index.

Mrs. Nooyi was named President and CEO on October 1, 2006 and assumed the role of

Chairman on May 2, 2007. She has directed the company's global strategy for more than a

decade and led its restructuring, including the divestiture of its restaurants into the successful

YUM! Brands, Inc., the acquisition of Tropicana and the merger with Quaker Oats that brought
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vw6cGISu5I5CNM&tbnid=dFhNI69h0JhHgM:&ved=0CAUQjRw&url=http://pepsicoindia.co.in/purpose/performance-with-purpose/letter-from-indra-nooyi.html&ei=jsX2UeTEF4rqrQe5mYGwAg&bvm=bv.49967636,d.bmk&psig=AFQjCNFr9GIoFid1DjEzlLwz_pzsXOUvVg&ust=1375213260618508


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the vital Quaker and Gatorade businesses to PepsiCo, the merger with PepsiCo's anchor bottlers,

and the acquisition of Wimm-Bill-Dann, the largest international acquisition in PepsiCo's

history.

Our Mission

Our mission is to be the world's premier consumer Products Company focused on convenient

foods and beverages. We seek to produce financial rewards to investors even as we provide

opportunities for growth and enrichment to our employees, our business partners and the

communities in which we operate. And in everything we do, we strive for honesty, fairness and

integrity.

Our Vision

PepsiCo's responsibility is to continually improve all aspects of the world in which we operate

environmental, social, economiccreating a better tomorrow than today.

Our vision is put into action through programmes and a focus on environmental stewardship,

activities to benefit society and a commitment to build shareholder value by making PepsiCo a

truly sustainable company.


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Performance with Purpose

At PepsiCo, we're committed to achieving business and financial success while leaving a

positive imprint on societydelivering what we call Performance with Purpose.

Our approach to superior financial performance is straightforwarddrive shareholder value. By

addressing social and environmental issues, we also deliver on our purpose agenda, which

consists of human, environmental, and talent sustainability.

PepsiCo Values & Philosophy

Our values and philosophy are a reflection of the socially and environmentally responsible

company we aspire to be. They are the foundation for every business decision we make.

Our Commitment

We are committed to delivering sustained growth through empowered people acting responsibly

and building trust.


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What it Means

Sustained Growth is fundamental to motivating and measuring our success. Our quest for

sustained growth stimulates innovation, places a value on results and helps us understand

whether today's actions will contribute to our future. It is about the growth of people and

company performance. It prioritizes both making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that we feel will get

the job done, while adhering to processes that ensure proper governance and being mindful of

company needs beyond our own.

Responsibility and Trust form the foundation for healthy growth. We hold ourselves both

personally and corporately accountable for everything we do. We earn the confidence others

place in us as individuals and as a company. By acting as good stewards of the resources

entrusted to us, we strengthen that trust by delivering on our promises and remaining committed

to succeeding together.

Guiding Principles

We uphold our commitment with six guiding principles. We must always strive to:

1. Care for our customers, our consumers and the world we live in.

We are driven by the competitive spirit of the marketplace, but we direct this spirit toward

solutions that benefit both our company and our constituents. Our success depends on a thorough

understanding of our customers, consumers and communities. To foster this spirit of generosity,

we go the extra mile to show we care.


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2. Sell only products we can be proud of.

The true test of our standards is that we are able, without reservation, to consume and personally

endorse the products we sell. Our absolute endorsement extends to every part of the business,

from the purchase of ingredients to the point where our products reach consumers.

3. Speak with truth and candor.

We tell the whole story, not just what is convenient to our individual goals. In addition to being

clear, honest and accurate, we take responsibility for ensuring that our communications are

understood.

4. Balance the short term and long term.

In every decision, we weigh both short-term and long-term risks and benefits. Maintaining this

balance helps sustain our growth and ensures that our ideas and solutions are relevant both now

and in the future.

5. Win with diversity and inclusion.

We embrace people with diverse backgrounds, traits and ways of thinking. Our diversity brings

new perspectives into the workplace and encourages innovation, helps us identify new market

opportunities, develop new products and sustain our commitment to growth through empowered

people.


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6. Respect others and succeed together.

We depend on people who can work together, whether in structured teams or through informal

collaboration. Mutual success depends on mutual respect, for both those within and outside the

company. While our company is built on individual excellence, the value we attach to teamwork

and mutual respect turns our goals into accomplishments.

Global Code of Conduct

At PepsiCo, we believe acting ethically and responsibly is not only the right thing to do, but also

the right thing to do for our business.

Our PepsiCo Global Code of Conduct (our Code) has been revised effective October 1, 2012

to address changing laws that impact our business. It is designed to provide our employees with

specific guidance on how to act ethically while performing work for PepsiCo.

All PepsiCo employees are expected to embrace the principles of our Code and:

Show respect in the workplace

Act with integrity in the marketplace

Ensure ethics in our business activities

Perform work responsibly for our shareholder

Our Code remains our roadmap and compass for doing business the right way. It reinforces our

core Values and is the foundation of our strategic mission of Performance with Purpose in fact,

our Code is the purpose behind our performance.


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Speak up

Our Speak Up reporting hotline is an integral part of our culture of ethics and compliance at

PepsiCo. We encourage all employees, vendors, contractors and customers to speak up about

business situations that might conflict with the Code, our Values, our policies and applicable law


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Purpose:-

Performance with Purpose

At PepsiCo, 'Performance with Purpose' means delivering sustainable growth by investing in a

healthier future for people and our planet.

As a global food and beverage company with brands that stand for quality and are respected

household names Pepsi, Frito-Lay, Quaker Oats, Tropicana and Gatorade to name a few

we will continue to build a portfolio of enjoyable and wholesome foods and beverages; find

innovative ways to reduce the use of energy, water and packaging; and provide a great workplace

for our employees. Additionally, we will respect, support and invest in the local communities

where we operate by hiring local people, creating products designed for local tastes and

partnering with local farmers, governments and community groups. Because a healthier future

for all people and our planet means a more successful future for PepsiCo. This is our promise.


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Performance

To all of our investors, it's a promise to strive to deliver superior, sustainable financial

performance.

Human Sustainability

To the people of the world, it is a promise to encourage people to live healthier lives by offering

a portfolio of both enjoyable and wholesome foods and beverages.

Environmental Sustainability

To the planet we all share, it is a promise to be a good citizen of the world, protecting the Earth's

natural resources through innovation and more efficient use of land, energy, water and packaging

in our operations.

Talent Sustainability

To the employees of PepsiCo, it is a promise to invest in them to help them succeed, to work

continually to develop and retain exceptional people and to create employment opportunities in

the communities we serve.


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Goals & Commitments

At PepsiCo, Performance with Purpose means delivering sustainable growth by investing in a

healthier future for people and our planet. As a global food and beverage company with brands

that stand for quality and are respected household names Quaker Oats, Tropicana, Gatorade,

Lay's and Pepsi-Cola, to name a few we will continue to build a portfolio of enjoyable and

wholesome foods and beverages, find innovative ways to reduce the use of energy, water and

packaging, and provide a great workplace for our employees. Additionally, we will respect,

support and invest in the local communities where we operate, by hiring local people, creating

products designed for local tastes and partnering with local farmers, governments and

community groups. Because a healthier future for all people and our planet means a more

successful future for PepsiCo. This is our promise.
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=W721gVt-c87HjM&tbnid=XLg7JPdDMoGjXM:&ved=0CAUQjRw&url=http://pepsicoindia.co.in/brands/mountain-dew.html&ei=o8T2Ud6fB8SNrQeVjICYAw&bvm=bv.49967636,d.bmk&psig=AFQjCNF3SHB6x5ok6dAqGK68raDF-0eSxw&ust=1375213036231282


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Other Community Initiatives

Some of the Other Initiatives taken by PepsiCo:

PepsiCo India HIV/AIDS Initiative

PepsiCo India embarked on the HIV / AIDS journey in 2005, along with our Technical partner

The International Labor Organization (ILO), with the purpose of spreading awareness amongst

all our stakeholders. We have built the whole program in a manner to build capacity within and

externally and have focused on the Each one Teach one approach to ensure sustainability. The

program was kicked off by creating a pool of Master Trainers and Peer Educators who could

cascade the program across all our work locations along with NGOs who were also trained along

with PepsiCo employees. We started the program by cascading HIV / AIDS awareness amongst

our employees. This was progressively enhanced to cover other stakeholders including spouses

of employees, business partners, distributors, contractual workers, and our bottling partners. We

further strengthened the impact of our efforts through community outreach programs where we

leveraged our NGO partners across the country.

Today we have 58 Master Trainers and 175 Peer Educators across both businesses and our

endeavor is to continue to create more and most Master Trainers and Peer Educators. PepsiCo

India has been awarded TERI Corporate Award for Business Response to HIV/AIDS in 2009.


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PepsiCo IndiaAkshay Patra Partnership

PepsiCo India has partnered with Akshaya Patra, an NGO that supports the "Mid-day meal"

program launched by Government of India feeding over 1.4 million underprivileged students

every day of the school year, in 20 locations, across 9 states in India. For children belonging to

the weaker economic sections of society, a full meal, even once a day, is a strong incentive to

stay in school. This program enables hunger free education and it has lead to a significant rise in

enrollment and attendance. So this partnership has a simple but powerful mission - to change the

trajectory of countless lives in our community. In the first stage, PepsiCo India is funding

equipment and vehicles to set up a kitchen, near Kapashera, Delhi which has the capacity to feed

75,000 children through the mid-day meal program. Through this program PepsiCo India

employees can participate in this cause by contributing as little as Rs 3375 (@ Rs. 675 per child)

to keep 5 children in a school in a year. PepsiCo foundation will match the employee

contribution and double the impact.
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CJECig8AIGskcM&tbnid=7DPpTMJQsaZ3iM:&ved=0CAUQjRw&url=http://www.lokvani.com/lokvani/article.php?article_id=7512&ei=08P2UZuRLsjIrQerlIDICA&bvm=bv.49967636,d.bmk&psig=AFQjCNGWww1w77ixrbmG1hY2lQJ-LDwg_w&ust=1375212842125380


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Brands

Foods

PepsiCos foods division Frito-Lay is the leader in the branded salty snack market. All its

products are free of trans-fat and MSG. It manufactures Lays potato chips, Cheetos extruded

snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The

companys high-fibre breakfast cereal, Quaker Oats and low-fat and roasted snack options like

Aliva increase the number of healthy choices available to consumers.

Aliva Cheetos

Kurkure

Lays

Lehar Namkeen

Quaker Oats

Uncle Chipps
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=niIYRaJbXVZ4aM&tbnid=VceYbrS33V-lQM:&ved=0CAUQjRw&url=http://www.businessreviewindia.in/news_archive/tags/varun-berry/varun-berry-new-ceo-pepsico-india-foods&ei=Y8P2UfHHNMPMrQfmjYGoBw&bvm=bv.49967636,d.bmk&psig=AFQjCNFuvkYGLw0VLKxf73SSUcW5cpZVyw&ust=1375212694970513


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Beverages

PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7UP,

Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet

Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink

Gatorade and fruit juices such as Tropicana and Tropicana 100%.

7UP

Aquafina

Duke's

Gatorade

Mirinda

Mountain Dew

Nimbooz

Pepsi

Slice

Tropicana
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=tw2ExxCPLOoOrM&tbnid=rB_-tOIuFjensM:&ved=0CAUQjRw&url=http://www.in-beverage.org/pepsico.htm&ei=JsT2UYSkGI2srAfp5YHIDQ&bvm=bv.49967636,d.bmk&psig=AFQjCNEptUyVYO0nIrLtAAoiuFVmqsL-wA&ust=1375212944341874


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SWOT Analysis

SWOT Analysis tells the strengths, weaknesses, opportunities and threats of the company. Here

we have done the SWOT Analysis for the Pepsi co.

Strengths:

Company has a very established name and a good reputation.

Pepsi has a large market share than its competitors.

Pepsi is an international company and it has a very strong position internationally. The environment of the factory is very good and attractive.

Weaknesses:

Pepsi does not offer any sort of incentives or discounts to the retailers. Pepsi targets only young consumer in their promotions. Pepsi is not considering many potential outlets like hotel, college canteen, etc. Unavailability of all products of Pepsi at the same time at the same outlet.

Opportunities:

Demand of Pepsi is more than its competitors. Increase in population. Company may start entering rural areas also. Changing social trend. Diversification.


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Threats:

Tough rivalry among competitors. Government regulations. Non-carbonated substitutes. Threat of labour strike. Shortage of resources.


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Major competitors

Coca cola:

"Achieving continued sustainable, responsible growth in India is core to achieving our

2020 Vision of doubling system revenues in this decade," said Muhtar Kent, Chairman and CEO,

The Coca-Cola Company. "Our ongoing investment in India is focused on delivering innovation,

partnerships and a portfolio that enhances the consumer experience, ensures product affordability

and builds brand loyalty to deliver long-term growth."

Coca cola and Pepsi are two major companies in beverages industry. This two are known

as the rivalry competitors.

Coca-Cola in India refreshes millions of consumers with an exciting range of beverages

including Coca-Cola, Diet Coke, Thumps Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite,

Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid

Apple, Minute Maid Mango, Minute Maid 100% juices, Georgia, Georgia Gold, Kinley, Kinley

Club Soda, Schweppes and Burn through a network of more than 1.5 million outlets. Coca-Cola

India provides extensive support for community programs across the country, with a focus on

education, health and water conservation and has already undertaken over 500 rain water

harvesting structures in 22 states of the country.

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,

refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the

world's most valuable brand, our Company's portfolio features 15 billion-dollar brands including

Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water, PowerAde, Minute Maid, Simply,


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Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-

drink coffees, and juices and juice drinks. Through the world's largest beverage distribution

system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion

servings a day. With an enduring commitment to building sustainable communities, our

Company is focused on initiatives that reduce our environmental footprint, support active,

healthy living, create a safe, inclusive work environment for our associates, and enhance the

economic development of the communities where we operate. Together with our bottling

partners, we rank among the world's top 10 private employers with more than 700,000 system

employees.


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Market shares

42% 31%

Coca cola holds 42% of the market share while Pepsi holds 31% of the cola market in

india.


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Introduction to the present study

This project is related to the perception of a consumer of Pepsi atom which a new cola

product from Pepsi. We had done research on Pepsi Atom about its taste, packaging, price, etc.

We studied a sample size of 40 supermarkets, convenience and eateries stores from different

areas in Mumbai in order to track down the correct percentage of awareness and likeness in

consumers and retailer of this product. We have interviewed 55 consumers.

We have done an actual interview with the consumer consuming Pepsi Atom at the shop

or store. We have done interview by asking questions to the retailer and then the consumer. This

helped us to know about the product what it does good and in what it fail. We have asked the

consumer some questions when they enjoy their drinks at the shop.


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Findings of the present study

The question wise study:

Please look at this card and tell me that out of all these brands, which is you most often

consumed brand?

From this question we come to know that most often consumed brand is Pepsi cola near about 21% after

that coke is about 17% and 16% of thumbs up. And so on.

Pepsi-cola

21%

Diet Pepsi

0%

thumps up

16%

coke

17%

diet coke

2%

mirinda

9%

fanta

5%

mountain dew

9%

7 up

7%

sprite

9%

limca

3%

nimbooz masala

soda

0%

dukes lemonade

2%

most often consumed brand


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Please look at this card and tell me how often do you consume cola brands?

From this question we came to that cola brands is consumed near about 4-6 times per week i.e.

amoung27% after that 2-3 times i e 25% then once a day is about 20%. And there on

more than

twice a day

6%2 times a day

2%

once a day

20%

4-6 times a week

27%

2-3 times a week

25%

once a week

11%

once every

two weeks

0%

once a

month

0%

once every

two

months

0%once every

three

months

0%

less often

4%never

5%

How often do you consume cola brands


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Now thinking about the last time you consume it please tell me did you consume it at home

or out of home?

From above question we came to know that 67%of people in this sample consume it out of

home. However, 33%people consume it at home.

33%

67%

consume at home or out of home?

at home out of home


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Now thinking about the last time you consume it please tell me with whom did you

consume cola?

With friends: 56%

With family: 28%

Alone: 16%

From this question we come to know that 57%of people consume cola with friends. On other

hand 27% of people consume it with family. Whereas 16% people consume it alone.

57%27%

16%

with whom did you consume cola?with friends with family alone


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Now thinking about the last time you consume it please tell me how did you consume it???

With meal: 6%

Standalone: 80%

Others: 14%

From this question we came to know that among these sample 71% of people consume cola

standalone. However, 18% consume with meal and 11% consume it with other things.

18%

71%

11%

how did you consume?

with meal standalone others


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Please look at this card and tell me from where did you hear Pepsi atom from??

From above question we came to know that 45%people hear Pepsi from TV. However, 6% of

people hear it from digital media and recommendation respectively. On the other hand 7%

people hear about it from print, outdoor, word of mouth. 11% of people hear it from point of

purchase.

9%

11%

7%

6%

45%

2%7%

7%6%

Where did you hear Pepsi atom from??

Kiosks at retail outlet/malls point of purchase word of mouth

recommendation tv radio/FM

print outdoor digital media


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Thinking of this purchase that you have just made of Pepsi Atom, Did you decide to

purchase Pepsi atom on the spot??

Impulse/on the spot: 20%

Before coming to shop/planned: 80%

From this question we came to know that 20% of people decide to purchase Pepsi atom on the

spot whereas 80% decide it before coming to shop.

20%

80%

did you decide to purchase Pepsi atom on

the spot?

yes no


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If an impulse decision please tell me what influenced to purchase Pepsi atom?

Pint of sales material/purchase material like dangles etc.: 21%

Retailer: 1%

Others: 78%

From above question we came to know that 80% of other things influenced to purchase Pepsi

atom.5%of retailer influenced it. And pint of sales material is 15%

15%

5%

80%

what influenced to purchase Pepsi atom?pint of sales material retailer others


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Do you like the Pepsi atom?

From this question we came to know that 76% of people dont like Pepsi. On other hand 24% of

people do like Pepsi.

yes

24%

no

76%

do you like the Pepsi atom?


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Please tell me overall like abilities of this drink.

Fro this question we came to know that 42% people like the taste of the drink. 29% people felt it

refreshing. 20% found it thirst quenching. And 9% people like the strength of the drink

taste

42%

thirst quenching

20%

refreshing

29%

strength of the

drink

9%

overall like of the drink


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Now on an overall level, please tell me how likely are you to consume Pepsi atom again?

From the above question we came to know that 36% people may or may not consume it again.

31% of people will probably not consume.20% people will definitely not consume. 11% of

people will defiantly consume and 2% people will probably consume.

will definitely not

consume

20%

will probably not

consume

31%

may or may not

36%

will

probably

consume

2%will definitely

consume

11%

how likely you want to consume pepsi atom

agaain


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Please tell me when you were purchasing Pepsi atom from stores did you notice any point

of purchase/sales material talking about Pepsi atom??

Yes: 34%

No: 66%

From above question we came to know that 65% of people did not noticed any point of purchase.

Whereas 35% of people found some point of purchase.

35%

65%

did you notice any point of purchaseyes no


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Please tell me, which material did you noticed?

Counter tops: 0%

Banners: 34%

Posters: 24%

Danglers: 42%

Product display on shelf: 0%

Special display: 0%

From this question we came to know that we noticed 32% of danglers, 42% of banners and 26%

of posters. Other things are 0%.

0%

42%

26%

32%

0% 0%

which material did you noticed?

counter tops banners posterss danglerrs product on shelf special display


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Analysis

As per our findings Pepsi Atom is liked as well as disliked drink among the consumer. Many are

giving a similar response that it tastes like some Ayurvedic medicine, Chyavanprash to be

precise. So, on the product aspect the offering falls flat on its face. But about the pricing,

packaging, etc pepsi Atom reach the sky.The initial response to the brand has been good and the

product is doing well in our focus markets. But if PepsiCo looks to increase the footprint of glass

bottles for the Atom, costs are also likely to increase.

From the sample size of 55 we came to know that there is very mixed findings in relation to

Pepsi atoms success in the Mumbai market.


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Conclusion

In Mumbai, the cola industry is dominated by big brands like Pepsi, Thums-up and coke.

It has been found that Pepsis Pepsi atom is the new entrant and brought a new and unique cola

segment in the history of the cola industry in the taste, packaging and pricing. Every company

has to come out with some innovative idea to sustain their market share in the cola industry.

They need to rework their taste and pricing strategy to make a good perception in consumers

mind of the cola soft drinks. It has also been observed that consumer will pay more to have tasty

and healthy cola soft drink.


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Suggestions

1. The distribution channel should be so strong that the product reach is maximum.\2. The pricing of the Pepsi atom must be revised.3. The advertising campaign should be properly monitored from time to time.4. As in some parts of Mumbai product is not well accepted by the customers, there

should some research and development in taste and packaging is required.


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Annexure


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Reference

Bibliography:

Marketing by Philip Kotler. Marketing White book.

Webliography:

www.pepsicoindia.co.in www.coca-colaindia.com www.economictimes.indiatimes.com
http://www.pepsicoindia.co.in/http://www.pepsicoindia.co.in/http://www.coca-colaindia.com/http://www.coca-colaindia.com/http://www.economictimes.indiatimes.com/http://www.economictimes.indiatimes.com/http://www.economictimes.indiatimes.com/http://www.coca-colaindia.com/http://www.pepsicoindia.co.in/

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