Académique Documents
Professionnel Documents
Culture Documents
A report
Submitted to
On 20-08-2009
BY
Apoorva Jain
Gunjan Dugar
Hardik Mishra
Manoj Mani Iyer
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
2|Page
Executive Summary
PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage
companies.
The objective of our project was to measure the brand image of Pepsi.
For data collection BAV method (Quantitative Research) and laddering method (Qualitative Research)
have been used. For BAV we framed a questionnaire which had 14 questions. The numbers of
respondents were 30. For laddering, the method used was one to one in-depth interview and the number
of respondents were 10.
The Brands chosen against Pepsi for a comparative analysis were Thums Up, Sprite, Coca Cola and
Fanta.
From laddering we came to know that most of the respondents preferred aerated drinks because of the fizz
factor which rejuvenated them and helped them in personal attainment. Thus this chain needs to be
concentrated and cashed upon.
From BAV we found out that Pepsi as a brand scores very high on the parameter brand knowledge but
low on brand esteem. This lead to the inference that there may be a problem with the brand personality.
Hence, a study of BAV may not be enough. Moreover, Pepsi scores very low on differentiation and
relevance. The brand Pepsi falls in the Leadership/Declining quadrant and as per the result of the analysis
the point suggests that the brand is declining, thus it needs to improve upon its differentiation & relevance
which will impact the overall esteem. Also it needs to concentrate on other softer aspects like brand
ambassador.
So, there is a possibility to incorporate some changes related to differentiation and repositioning.
Table of Contents
2.3 Questionnaire
3.1 Findings
3.2 Conclusion
Section 4 Bibliography
PepsiCo's overall mission is to increase the value of our shareholder's investment. It does this
through sales growth, cost controls and wise investment of resources. It believes our commercial
success depends upon offering quality and value to our consumers and customers; providing
products that are safe, wholesome, economically efficient and environmentally sound; and
providing a fair return to our investors while adhering to the highest standards of integrity.
PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and
beverage companies.
PepsiCo India and its partners have invested more than U.S.$1 billion since the company was
established in the country. PepsiCo provides direct and indirect employment to 150,000 people
including suppliers and distributors.
PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda
and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional
beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100%
fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local
brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.
Late 1980s and Early 1990s: Focusing on International Growth and Diversification.
Principal Divisions: Frito-Lay Company; Pepsi-Cola Company; Tropicana Products, Inc.
Principal Competitors: Borden, Inc.; Cadbury Schweppes plc; Campbell Soup Company; Chiquita
Brands International, Inc.; The Coca-Cola Company; ConAgra Foods, Inc.; Cott Corporation;
Groupe.
1898: Pharmacist Caleb D. Bradham begins selling a cola beverage called Pepsi-Cola.
1905: Bradham begins establishing a network of bottling franchises.
1923: Bradham's company goes bankrupt.
1928: Roy C. Megargel reorganizes the firm as the National Pepsi-Cola Company.
1931: Company again goes bankrupt and is resurrected by the president of Loft Inc., Charles G. Guth.
1933: The size of Pepsi bottles is doubled, increasing sales dramatically.
1936: Pepsi-Cola Company becomes a subsidiary of Loft.
1941: Loft and Pepsi-Cola merge, the new firm using the name Pepsi-Cola Company.
1964: Diet Pepsi debuts; Mountain Dew is acquired from Tip Corporation. TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
5|Page
1965: Pepsi-Cola merges with Frito-Lay to form PepsiCo, Inc., with the two predecessors becoming
divisions.
1967: Frito-Lay introduces Doritos tortilla chips to the national U.S. market.
1977: PepsiCo acquires Taco Bell.
1978: PepsiCo acquires Pizza Hut.
1981: Frito-Lay introduces Tostitos tortilla chips.
1986: The Kentucky Fried Chicken (KFC) chain is acquired.
1997: Taco Bell, Pizza Hut, and KFC are spun off into a new company called Tricon Global Restaurant.
1998: PepsiCo acquires Tropicana Products for $3.3 billion.
1999: Pepsi Bottling Group is spun off to the public, with PepsiCo retaining a 35 percent stake.
2000: PepsiCo reaches an agreement to acquire the Quaker Oats Company for $13.4 billion.
1963 Come Alive! You're in the Pepsi Generation1981 Pepsi's Got Your Taste for Life
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
6|Page
2008: "Yeh hai Youngistaan Meri Jaan!" Hindi - meaning "This is the Young era my dear" (India and
Pakistan)
TOP
Quantitative Research
Qualitative Research
2.1.1 Quantitative Research Model - Brand Asset Evaluator (BAV) by Young & Rubicam
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
8|Page
Laddering Model
Laddering Methods
One on One in depth interview.
Focus Group Study.
Exploratory research: Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution. Exploratory research is a type
of research conducted because a problem has not been clearly defined. Exploratory research helps
determine the best research design, data collection method and selection of subjects. Given its
fundamental nature, exploratory research often concludes that a perceived problem does not actually
exist.
Data collection: In this study internal and external source for data collection had been used. In this
process the following two types of data comes into picture.
Primary data.
Secondary data.
TOP
Primary data: All the primary data for the purpose of the study were obtained by interviewing the
consumers with the help of a questionnaire. Questionnaire was framed on the basis of product & its
competition. The questions were designed in such a way as to elicit maximum information and data.
Secondary data: Secondary data has been collected by through books & websites.
Sample Size:
The sample size for BAV study was 30, who were college students and working people.
The sample size for Laddering was 10.
Sampling Scheme: The sampling technique adopted was “simple random sampling”. As the universe is
the mass and surveying everyone is not possible.
Research tool:
Questionnaire: The questionnaire has been framed by using the following five steps:
2.3 QUESTIONNAIRE
1. How much do you care about your choice between different brands of coldrinks?
a) Care
b) Somewhat care
c) Don’t care
TOP
2. Name five brands that come to your mind when you think of coldrinks? (Knowledge)
a) ____________________ d) ____________________
b) ____________________ e) ____________________
c) ____________________
3. Identify the brands from the taglines mentioned below? (Brand Knowledge)
4. Identify the brands from the respective product design. Refer to sample graphics above. (Knowledge)
Sample Brand
A Aamir Khan
B Akshay Kumar
C Ranbir Kapoor
D Genellia D’ souza
E Sania Mirza
6. From the samples tasted, indicate the brand that comes to your mind? (Differentiator)
Samples Brands
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
12 | P a g e
7. Which brands would you like to be most associated with? Rank in order of your preference (1 being
the most preferred) (Esteem)
Brands Rank
Pepsi
Thumsup
Sprite
CocaCola
Fanta
a) Thumsup
b) Pepsi
c) Fanta
d) Coca Cola
e) Sprite
9. For each of the following brand, please tell me, if you feel there is another brand, quite similar in
offerings (Differentiator)
Brands Yes/ No
Pepsi
Thumsup
CocaCola
Fanta
Sprite
10. For the following reasons which brand of cold drinks would you purchase ? (Relevance,
Differentiator)
Coca Cola
Thumsup
Situations
Sprite
Fanta
Pepsi
Family get together
With alcohol
Thirst quencher
11. Which brand delivers their brand promise the most? (Esteem)
Coca Cola
Thumsup
Sprite
Pepsi
Fanta
12. In order of preference which brands would you like to stock? (1 being the most preferred)?
(Relevance)
Thumsup
Coca Cola
Pepsi
sprite
Fanta
Yes
No
14. Which brand of cold drinks would you buy based on the below mentioned factors?? (Relevance)
Coca Cola
Thumsup
Factors
Sprite
Fanta
Pepsi
Taste
Brand Ambassador
Advertisements
Constant Innovation
TOP
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
16 | P a g e
TOP
Brand Knowledge
Percentile
100
80 80
60
40
Brand Differentiation
Percentile
100
80 80
60 60
Brand Esteem
Percentile
100
80
60
40
20
Brand Relevance
Percentile
100
80
60 60
40
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
19 | P a g e
Brand Stature
Out of the 4 parameters, Knowledge and Esteem together create Brand Stature. it measures the current
strength of the brand.
Brand Stature
Percentile
100
40
Knowledge Esteem
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
20 | P a g e
Brand Vitality
Differentiation and Relevance together create Brand Vitality and it measures the growth potential of a
brand.
Brand Vitality
Percentile
60 60
Differentiation Relevance
TOP
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
21 | P a g e
3.2 Conclusion
The above diagram suggests that the brand Pepsi falls in the
Leadership/Declining quadrant and as per the result of the analysis
the point suggests that the brand is declining, thus it needs to
improve upon its differentiation & relevance which will impact the
overall esteem. Also it needs to concentrate on other softer aspects
like brand ambassador.
Section 4 Bibliography
Books referred
Websites
http://www.pepsi.com
http://www.findownersearch.com/bav-model/3751576/
http://www.heskesresearch.com/html/laddering1.html
TOP