pratik yerunkar final
TRANSCRIPT
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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.
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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
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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
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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
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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/