Vous êtes sur la page 1sur 33

1

Introduction

Research Objective
The sole objective of making of this research report is to know about the present BRAND
potency of PEPSI in comparison to other brands of soft drinks competing in the Indian
market and by the help of a research to know that which soft drink brand has a highest
brand potency. This report will further put a spotlight on the various soft drinks
competitors in the Indian Market and the attitude and choice of the customers about their
preferred soft drinks.

Industry/Company Background
Soft drink market size for FY00 was around 270 million cases (6480mn bottles). The
market witnessed 5- 6% growth in the early‘90s. Presently the market growth has growth
rate of 7- 8% per annum compared to 22% growth rate in the previous year. The market
size for FY01 is expected to be 7000 million bottles.

Soft Drink Production area


The market preference is highly regional based. While cola drinks have main markets in
metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are
popular in southern states. Sodas too are sold largely in southern states besides sale
through bars. Western markets have preference towards mango flavored drinks. Diet coke
presently constitutes just 0.7% of the total carbonated beverage market.

Growth promotional activities


The government has adopted liberalized policies for the soft drink trade to give the
industry a boast and promote the Indian brands internationally. Although the import and
manufacture of international brands like Pepsi and Coke is enhanced in India the local
brands are being stabilized by advertisements, good quality and low cost.

The soft drinks market till early 1990s was in hands of domestic players like campa,
thumps up, Limca etc but with opening up of economy and coming of MNC players
Pepsi and Coke the market has come totally under their control.

The distribution network of Coca cola had 6.5 lakhs outlets across the country in FY00,
which the company is planning to increase to 8 lakhs by FY01. On the other hand Pepsi
Co's distribution network had 6 lakh outlets across the country during FY00 which it is
planning to increase to 7.5 Lakh by FY01.
2

Types

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home
consumption. Fountains also dispense them in disposable containers Non-alcoholic soft
drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be
further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are
carbonated drinks while mango drinks come under non carbonated category.

The market can also be segmented on the basis of types of products into cola products
and non-cola products. Cola products account for nearly 61-62% of the total soft drinks
market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet
coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4
categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear
Lime and Mango.

About Pepsico & Its Products


PepsiCo Mission

"To be the world's premier consumer products company focused on convenience foods
and beverages. We seek to produce healthy financial rewards to investors 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."

Corporate Profile

PepsiCo In India

PepsiCo entered India in 1989 and has grown to become one of the country’s leading
food and beverage companies. One of the largest multinational investors in the country,
PepsiCo has established a business which aims to serve the long term dynamic needs of
consumers in India.

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 nourishes consumers with a range of products from treats to healthy eats, that
deliver joy as well as nutrition and always, good taste. 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
3
brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range
of brands.

PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and
all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips,
Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and
Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and
roasted snack options enhance the healthful choices available to consumers. Frito Lay’s
core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to
significantly reduce saturated fats and all of its products contain voluntary nutritional
labeling on their packets.

The group has built an expansive beverage and foods business. To support its operations,
PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are
franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-
the-art plants. PepsiCo’s business is based on its sustainability vision of making
tomorrow better than today. PepsiCo’s commitment to living by this vision every day is
visible in its contribution to the country, consumers and farmers.

Performance With Purpose

Performance with Purpose articulates PepsiCo India's belief that its businesses are
intrinsically connected to the communities and world that surrounds it. Performance with
Purpose means delivering superior financial performance at the same time as we improve
the world.

To deliver on this commitment, PepsiCo India will build on the incredibly strong
foundation of achievement and scale up its initiatives while focusing on the following 4
critical areas that have a business link and where we believe that we can have the most
impact.

REPLENISHING
WATER PepsiCo India continues to replenish water
and aims to achieve positive water balance by 2009, PARTNERSHIP WITH FARMERS
which means it is committed to saving and PepsiCo India’s Agri-partnerships with farmers
recharging more water than it uses in its beverage help more than 22,000 farmers across the country
plants. earn more.

HEALTHY KIDS
PepsiCo India will stay committed to the health and
WASTE TO WEALTH well-being of children. It will continue to provide
PepsiCo India continues to convert Waste to children with a healthy and fun portfolio while
Wealth, to make cities cleaner. This award winning simultaneously tackling the calories out’ side of the
initiative has established Zero Solid Waste centres equation by expanding its Get Active programme for
4
kids, especially for school going children. PepsiCo
that benefit more than 2,00,000 community members will also launch and distribute products directly
throughout the country aimed at addressing nutritional deficiencies and will
launch a pilot program that directly delivers against
the United Nations’ Millennium Development Goal to
eradicate extreme poverty and hunger by 2015.

PepsiCo’s global commitment to Performance with Purpose

PepsiCo believes that its performance is fundamentally connected to its purpose agenda
which represents the commitment to give back as the company grows. It is a continuing
journey that spans three major areas of focus – human, environmental and talent
sustainability.

Human Sustainability reflects PepsiCo’s goal of nourishing consumers with products that
range from treats to healthy eats. PepsiCo’s products have always offered consumers
nutrition as well as great taste. The progress that PepsiCo has made under the Human
Sustainability pillar includes reformulating some of its products to improve their
nutritional profile while launching products that reflect consumer demand for healthier
nutritious snacks and beverages. PepsiCo partners with Governments, health officials and
Non Governmental Organisations to help address obesity concerns and it continues to
provide consumers with new product choices and innovations.

Environmental Sustainability is based on PepsiCo’s commitment to strive to replenish the


resources used where possible, and minimize the impact on the environment. PepsiCo
continues to work to further reduce its water and electricity consumption and improve its
packaging sustainability. Across the world, PepsiCo has re-used water from its
processing plants and has worked with local communities to provide access to clean
water, while supporting farmers to deliver “more crop per drop.”

Talent Sustainability is founded on PepsiCo’s belief that cherishing its extraordinary


group of people is crucial to building an empowered workforce. PepsiCo pursues
diversity and creates an inclusive environment which encourages associates to bring their
whole selves to work. PepsiCo has increased female and minority representation in the
management ranks and has encouraged employees to participate in community service
activities while continuing to create rewarding job opportunities for people with different
abilities.

Together, PepsiCo associates across the world are building on the platform of Human,
Environment and Talent Sustainability, while delivering great financial results.

PepsiCo India’s Performance With Purpose

To deliver on the commitment of Performance With Purpose, PepsiCo India continues to


build on its strong foundation of achievements and scale up its initiatives while focusing
on the following 4 critical areas that are linked to its business and where it can have the
most impact.

PepsiCo India’s Performance with Purpose

Replenishing water Waste to Wealth


5

PepsiCo India continues to replenish water and aims PepsiCo India continues to convert Waste to Wealth, to
to achieve positive water balance by 2009, which make cities cleaner. This award winning initiative has
means it is committed to saving and recharging more established Zero Solid Waste centres that benefit more
water than it uses in its beverage plants. than 200,000 community members throughout the
country.

Partnership with Farmers Healthy Kids

PepsiCo India’s agri-partnerships with farmers help PepsiCo India stays committed to the health and well-
22,000 farmers across the country earn more. being of kids. It will continue to provide children with a
diverse, heathful and fun portfolio while simultaneously
encouraging active lifestyles by expanding its Get
Active programme for kids, especially for school going
children. PepsiCo will also launch and distribute
products directly aimed at addressing nutritional
deficiencies and will launch a pilot program that directly
delivers against the United Nations’ Millennium
Development Goal to eradicate extreme poverty and
hunger by 2015.

Pepsi is a soft drink that is produced and manufactured by PepsiCo. It is sold in retail
stores, restaurants, cinemas and from vending machines. The drink was first made in the
1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was
6
trademarked on June 16, 1903. There have been many Pepsi variants produced over the
years since 1898, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi
Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz,
Vanilla Pepsi, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan
and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber
and Pepsi White in Japan.

In October 2008, Pepsi announced they would be redesigning its logo and re-branding
many of its products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began
using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi
Max. The brand's blue and red globe trademark became a series of "smiles," with the
central white band arcing at different angles depending on the product. As of January
2009, Pepsi's newer logos have only been adopted in the United States. Currently, Pepsi
Wild Cherry and Pepsi ONE are the only two products that still use their previous design.
Diet Pepsi Wild Cherry, Diet Pepsi Lime, and Diet Pepsi Vanilla received the redesign.

Origins
Pepsi was originally named "Brad's Drink", after its creator, a pharmicist in New Bern,
North Carolina. It was created in the summer of 1893 and was later renamed Pepsi Cola
in 1898, possibly due the digestive enzyme pepsin and kola nuts used in the recipe.
Bradham sought to create a fountain drink that was delicious and would aid in digestion
and boost energy.

Another theory is that Bradham and his customers simply thought the name "Pepsi"
sounded good and reflected the fact that the drink had some kind of "pep" in it because it
was a carbonated drink.

And another theory is that the word Pepsi was chosen because it reflected phonetically
the sound of a can being opened, the sound "pop" "schi", was condensed and simplified
in the name "Pepsi". This theory can be considered folklore only, since at the time of the
naming of the drink, Pepsi was sold in glass bottles and not metal cans; and the pop top
lid producing Pepsi's oddly phonetic sound wouldn't be invented for another forty years.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented
warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was
sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1929, Pepsi received
its first logo redesign since the original design of 1905. In 1926, the logo was changed
again. In 1929, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in
newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race"

In 1931, the Pepsi-Cola Company went bankrupt during the Great Depression- in large
part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a
result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi
trademark. Eight years later, the company went bankrupt again. Pepsi's assets were then
purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer
with retail stores that contained soda fountains. He sought to replace Coca-Cola at his
7
stores' fountains after Coke refused to give him a discount on syrup. Guth then had
Loft's chemists reformulate the Pepsi-Cola syrup formula.

Rise
During the Great Depression, Pepsi gained popularity following the introduction in 1936
of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was
slashed to five cents, sales increased substantially. With a radio advertising campaign
featuring the jingle "Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as
much for a nickel, too / Pepsi-Cola is the drink for you," Pepsi encouraged price-
watching consumers to switch, obliquely referring to the Coca-Cola standard of six
ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at
the same price. Coming at a time of economic crisis, the campaign succeeded in boosting
Pepsi's status. In 1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to
1938, Pepsi-Cola's profits doubled.

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he
had initially used Loft's finances and facilities to establish the new Pepsi success, the
near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A
long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme
Court and ultimately ending in a loss for Guth.

Marketing

A bottle of Pepsi with its 2003-2008 logo. This Pepsi logo is still used with Pepsi Wild
Cherry, Pepsi ONE, and in many countries.

In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up
a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the
majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo
took great advantage of the campaign with television commercials reporting the test
results to the public.

In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson,
Denise Muck, to coincide with the United States bicentennial celebration.

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002,
the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped
redefine promotion marketing."
8
In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time,
included more than thirty different backgrounds on each can, introducing a new
background every three weeks. One of their background designs includes a string of
repetitive numbers 73774. This is a numerical expression from a telephone keypad of the
word "Pepsi."

In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo
and a minimalist label design. The redesign was comparable to Coca-Cola's earlier
simplification of their can and bottle designs. Due to the timing of the new logo release,
some have criticised the logo change, as the new logo looked strikingly similar to the
logo used for Barack Obama's successful presidential campaign, implicating a bias
towards the President. Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube
to produce the first daily entertainment show on Youtube for Youtube. This daily show
deals with pop culture, internet viral videos, and celebrity gossip. Poptub is refreshed
daily from Pepsi.

Since 2007, Pepsi, Lay's, and Gatorade have had a "Bring Home the Cup™," contest for
Canada's biggest hockey fans. Hockey fans were asked to submit content (videos,
pictures or essays) for a chance at winning a party in their hometown with The Stanley
Cup and Mark Messier.

In 2009, "Bring Home the Cup™," changed to "Team Up and Bring Home the Cup™."
The new installment of the campaign asks for team involvement and an advocate to
submit content on behalf of their team for the chance to have the Stanley Cup delivered to
the team's hometown by Mark Messier.

Bans in India
Pepsi arrived on the black market in India in 1988. In 2003 and again in 2006, the Centre
for Science and Environment (CSE), a non-governmental organization in New Delhi,
claimed that soda drinks produced by manufacturers in India, including both Pepsi and
Coca-Cola, had dangerously high levels of pesticides in their drinks. Both PepsiCo and
The Coca-Cola Company maintain that their drinks are safe for consumption and have
published newspaper advertisements that say pesticide levels in their products are less
than those in other foods such as tea, fruit and dairy products. In the Indian state of
Kerala, sale and production of Pepsi-Cola, along with other soft drinks, were banned in
2006 following partial bans on the drinks in schools, colleges and hospitals in five other
Indian states. On September 22, 2006, the High Court in Kerala overturned the Kerala
ban ruling that only the central government can ban food products.

Rivalry with Coca-Cola


Main article: Cola Wars

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the
market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi
Challenge". These tests suggested that more consumers preferred the taste of Pepsi
(which is believed to have more lemon oil, less orange oil, and uses vanillin rather than
vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge"
across the nation. This became known as the "Cola Wars."
9
In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The
theory has been advanced that New Coke, as the reformulated drink came to be known,
was invented specifically in response to the Pepsi Challenge. However, a consumer
backlash led to Coca-Cola quickly introducing a modified version of the original formula
(removing the expensive Haitian lime oil and changing the sweetener to corn syrup) as
Coke "Classic".

In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was
about 43.1 percent.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,
exceptions include Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor of the
Pakistan cricket team since the 1990s); the Dominican Republic; the Canadian provinces
of Quebec, Newfoundland and Labrador and Prince Edward Island; and Guatemala..

Pepsi had long been the drink of Canadian Francophones and it continues to hold its
dominance by relying on local Québécois celebrities (especially Claude Meunier, of La
Petite Vie fame) to sell its product. PepsiCo use the slogan "here, it's Pepsi" (Ici, c'est
Pepsi) to answer to Coca-cola publicity "Everywhere in the world, it's Coke" (Partout
dans le monde, c'est Coke).

By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India
after a new government ordered The Coca-Cola Company to turn over its secret formula
for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange
Regulation Act (FERA). In 1988, PepsiCo gained entry to India by creating a joint
venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC)
and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991
when the use of foreign brands was allowed; PepsiCo bought out its partners and ended
the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of
India's Liberalization policy. In 2005, The Coca-Cola Company and PepsiCo together
held 95% market share of soft-drink sales in India. Coca-Cola India's market share was
52.5%.

A sticker from a USSR-produced Pepsi bottle. The logo shown is a version used from
1973-91.

In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the
Cold War ended. In 1972, Pepsico company struck a barter agreement with the then
government of the Soviet Union, in which Pepsico was granted exportation and Western
marketing rights to Stolichnaya vodka in exchange for importation and Soviet marketing
of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product sanctioned
for sale in the U.S.S.R..
10
Reminiscent of the way that Coca-Cola became a cultural icon and its global spread
spawned words like "coca colonization", Pepsi-Cola and its relation to the Soviet system
turned it into an icon. In the early 1990s, the term "Pepsi-stroika" began appearing as a
pun on "perestroika", the reform policy of the Soviet Union under Mikhail Gorbachev.
Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in
Western products in deals there with the old elites. Pepsi, as one of the first American
products in the Soviet Union, became a symbol of that relationship and the Soviet policy.
This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentions the rivalry between the two companies in the song We
Didn't Start The Fire. The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's
usage of various musicians in their advertising campaigns. Coke used Paula Abdul,while
Pepsi used Michael Jackson. They then continued to try to get other musicians to
advertise their beverages. Whilst filming the Pepsi advert Michael Jackson burned his
hair.

In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian market.
As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly
captured a significant market share that might otherwise have required years to achieve.
By July 2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with
13 percent.

Ingredients
Pepsi-Cola contains basic ingredients found in most other similar drinks including
carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine,
citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same
ingredients minus the caffeine.

The original Pepsi-Cola recipe was available from documents filed with the court at the
time that the Pepsi-Cola Company went bankrupt in 1929. The original formula
contained neither cola nor caffeine.

Competitors
• Coca-Cola
• R. C. Cola
11

Brands Under Pepsico (used in


research)
1. Miranda

2. Slice

3. Mountain Dew

4. 7 Up

About Miranda

Mirinda is a brand of soft drink available in fruit varieties including orange. A "citrus"
flavour is also available in certain areas of the Middle East. It is part of a beverage area
often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-
flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales
worldwide.

Mirinda is owned by PepsiCo and is primarily commercialized outside of North America.


It competes with Coca-Cola's Fanta and Cadbury-Schweppes's Orange Crush brand, with
flavor brands local to individual countries. As with most soft drinks, Mirinda is available
in multiple formulations depending on the taste of individual markets.

History

Mirinda was originally produced in Spain.

It became available in the United States in late 2003 in bilingual packaging, and initially
sold at a reduced price, presumably to become a competitor against Coca-Cola's Fanta
brand. Since 2005, Mirinda flavors have largely been sold under the Tropicana Twister
Soda brand in the United States except in Guam, where Pepsi began selling it under the
Mirinda brand in 2007 (replacing Chamorro Punch Orange). Pepsico also tried to sell
Mirinda in Brazil in late 1996, but the brand was discontinued in 1997 after weak sales,
keeping the local brand Sukita under production.

Recent events

Mirinda campaigns over the years have included the Mirinda Woman campaign in the
1970s and a campaign in the 1994-1996 time frame with a campaign using the tag-line
12
'The Taste is in Mirinda' with the Blue Man Group. In some markets, including
Mexico, the Blue Man Group campaign re-launched Mirinda away from a multi-flavor
positioning to a brand solely focused on the orange flavor. The Blue Man Group
campaign showed the Blue Man Group competing to drink orange Mirinda and
celebrating a successful drink with an open-mouth exclamation of 'Mirindaaaa'. Also in
this same country Mirinda launch a campaign with the Pokémon anime series to the
children with a promotion of many gadgets with the characters of the manga series.

A recent, highly successful advertising campaign was launched in India featuring a


handsome young gentleman, Stefan Persson, gallivanting about town in hunt of his sweet
sweet Mirinda. Stefan's credible portrayal of the Mirinda-obsessed youth earned the
campaign accolades in Brand Equity, the advertising section of a leading financial
newspaper.

Mirinda advertising campaigns over the last fifteen years have been handled by Pepsi's
stable of creative agencies, including BBDO and J Walter Thompson.

Mirinda also regularly introduces special movie-themed editions in Asia. Recent ones
included Batman (Blueberry) and Superman (Fruit punch). Mirinda has also recently
released a new flavour of drinks called Mirinda Sorbet. They come in two flavours:
Raspberry and Lime.

Facts

Pepsi and Mirinda (orange flavor) with Arabic labels (bottled, left to right).

• Mirinda is available in most continents of the world with other PepsiCo products.
It is also in the Middle Eastern markets, but the name is commonly
mispronounced as "Miranda" due to its Arabic spelling.
• The name "Mirinda" means "amazing" in Esperanto. There is a claim that the
original manufacturer of Mirinda, which later sold the brand to PepsiCo, was an
Esperanto-speaking individual.
• Spanish-speaking consumers may also associate it with merienda or afternoon
(teatime) snack.
• Mirinda's primary formulation is as an artificially flavored beverage; however, it
has been produced in the past with a percentage of fruit juice, usually due to local
tax benefits tied to non-artificial juice ingredients.
13
• Mirinda was sold in a distinctive ribbed glass bottle in Australia and parts of
Southeast Asia, when originally released there.
• Mirindas asesinas ("Killer Mirindas") was the first short film of the Spanish
filmmaker Álex de la Iglesia

About Slice

Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in


1984, with the lemon-lime flavor replacing Teem.

Varieties of Slice have included Apple, Fruit Punch, Grape, Passionfruit, Peach,
Mandarin Orange, Pineapple, Strawberry, Cherry Cola, "Red", Cherry-Lime, and Dr
Slice. Originally, the drink was known for containing 10% fruit juice, but that was
discontinued by 1994.

The original design of the can was a solid color, related to the flavor of the drink. These
were replaced around 1994 with black cans, with a colorful burst (once again, related to
the flavor of the drink), along with slicker graphics. Around 1997, the cans became blue
with color-coordinated swirls. The original orange flavor was reformulated at this time
with an infiltration marketing campaign led by Danieli. The new flavor's slogan was "it's
orange, only twisted." Orange Slice has since been changed back to its original flavor.

Lemon Lime Slice was replaced by Sierra Mist in most markets in the summer of 2000.
Sierra Mist became a national brand in 2003. The rest of the Slice line was replaced in
most markets by Tropicana Twister Soda in the summer of 2005, although the Dr Slice
variety can still be found in some fountains. It has been discontinued in more and more
markets though.

In early 2006, the Slice name was resurrected for a new line of diet sodas from Pepsi,
called Slice ONE. Initially, Slice ONE was available exclusively at Wal-Mart stores, in
orange, grape, and berry flavors. All three flavors are sweetened with Splenda.

In 2009 Slice (Orange, Diet Orange, Grape, Strawberry, Peach) will be sold only in Wal-
Mart Stores.
14

About Mountain Dew

Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and
manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee,
named and first marketed in Knoxville and Johnson City, TN in the 1940s, then by
Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in
1964. When removed from its characteristic green bottle, Mountain Dew is bright yellow-
green and translucent.

As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the
United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain
Dew ranked ninth in sales in the same year.

On October 15, 2008, it was announced that Pepsi would be redesigning their logos and
re-branding many of their core products by the end of 2008. At the same time they
registered the name "mtn dew" and a related logo with the United States Patent and
Trademark Office. This also announced the re-launch of Mountain Dew in the UK, which
was released by Pepsi in 1996 but was dropped in 1998 due to low sales.

As of April 2009, the flavors "Code Red" and "Live Wire" continue to use the previous
Mountain Dew design.

Ingredients

Mountain Dew lists its ingredients as:

• Carbonated water
• Sugar (replaced by High fructose corn syrup (HFCS) in much of the United
States)
• Concentrated orange juice
• Citric acid
• Natural flavors
• Sodium benzoate (preserves freshness)
• Caffeine (54 mg per 12 US fluid ounces (350 ml))
15
• Sodium citrate
• Erythorbic acid (preserves freshness)
• Gum arabic
• Calcium disodium EDTA (to protect flavor)
• Brominated vegetable oil
• Thiamin hydrochloride

About 7 UP

7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the


brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its
licensees) in the rest of the world. The 7 Up logo includes a red spot between the '7' and
'Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot.

Name

According to Professor Donald Sadoway (MIT) the name is derived from the atomic
mass of Lithium, 7, which was originally one of the key ingredients of the drink (as
lithium citrate).

However, there are numerous myths explaining the name. One popular myth is that its
creator named the soft drink after seeing a cattle brand with the number 7 and the letter
U. Other theories suggest that the drink was formulated with seven flavors plus the
bubbles from the drink's carbonation (the bubbles go up). Other ideas include the original
bottle contained seven ounces; its creator came up with the name while playing dice; that
it was the 7th large commercial lemonade brand that tasted the same. Another rumor has
it that the name was created because the company had previously failed six times, hence
the name "7 Up". Before the formula change in 2006, a can of 7 Up included seven
ingredients. The "Up" in the drink's name might refer to the original inclusion of lithium
citrate, when it was marketed as a patent medicine to cure hangovers.

Some people mistakenly believe that the name 7 Up comes from the belief that its pH is
7.0 and therefore neutral. This is not the case at all: the pH of 7 Up is comparable to
many other soft drinks. At a pH of 3.67, Diet 7 Up is less acidic than lemon juice (pH
2.3), vinegar (pH 2.9) or wine (pH 3.5).

History
16
7 Up was created by Charles Leiper Grigg who launched his St. Louis-based company
The Howdy Corporation in 1920. Grigg came up with the formula for a lemon-lime soft
drink in 1929. The product, originally named "Bib-Label Lithiated Lemon-Lime Soda",
was launched two weeks before the Wall Street Crash of 1929. It contained lithium
citrate, a mood-stabilizing drug. It was one of a number of patent medicine products
popular in the late-19th and early-20th centuries; they made claims similar to today's
health foods. Specifically it was marketed as a hangover cure. The product's name was
soon changed to 7 Up.

The Great Depression was just the beginning of the business challenges the product
would face. In its early years, there were around 600 lemon-lime beverage brands being
sold in the US. 7 Up was able to survive and become the market leader in the category by
being one of the first to be nationally distributed as well as being marketed as more
healthy than other soft drinks.

The success of 7 Up led Grigg to rename his company to "The Seven Up Company" in
1936.

Lithium citrate was removed from 7 Up's formula in 1950.

Expanding the brand beyond a niche market, major competitors began to set their sights
on it such as The Coca-Cola Company with its Sprite brand introduced in 1961. Sprite
would not challenge 7 Up's position seriously until the 1980s when Coke forced its major
bottlers, then distributing 7 Up, to drop the beverage in deference to Sprite. 7 Up
challenged Coke's actions in court as "anti-competitive", a challenge they eventually lost.

Formula

7 Up has been reformulated several times since its launch in 1929. In 2006, the version of
the product sold in the U.S. was re-formulated so that it could be marketed as being
"100% Natural". This was achieved by eliminating the preservative calcium disodium
EDTA, and replacing sodium citrate with potassium citrate in order to reduce the
beverage's sodium content. This re-formulation contains no fruit juice and is still
sweetened with high fructose corn syrup (HFCS). The manufacturing process used in the
production of HFCS has led some public health and special interest groups to challenge
the ad campaign's "natural" claims. In 2007, after the Center for Science in the Public
Interest threatened to sue 7 Up, it was announced that 7 Up would stop being marketed as
"100% natural". Instead, It is now promoted as having "100% Natural Flavors". The
controversy does not extend to other countries, such as the United Kingdom, where high
fructose corn syrup is not generally used in foods, including 7 Up.
17

Methods used during my

research:-

Interview method
During the research I used the personal interview method. I asked the questions generally

face to face. sometime only for the appointment I used the telephonic method.

Questionnaire method

Mostly I used the proper sequencing of the questions

I used rating scale method

Reason: - I think that this type of question is very easy and attractive to give
the answer for respondent.

I also used multiple choice type questions.

Reason: - because this type of question is also easy for the respondent to give
the answer. This is also helpful for clear and reasonable analysis.
18
Open ended: - this type of question I also used in the form of personal interview.

Research Design
The design that is used in this project is exploratory design. The reason for

choosing this design was to get clear response from the customers.

I also used descriptive research design.

Research Instrument used


In this research I used mainly the structured questionnaire for getting the

different type of information.

Sample Size
My sample size for this research report was of 100 individuals.

Fieldwork
It includes giving out in the field to collect required information and

data from the concerned person.

I used to visit major educational institutes, localities, markets, shops,

malls usually area wise conducting short interviews & giving awareness and for

the promotion about the. Under this survey my main objective was to have an

interaction with its users and to find out their preferences.

ANALYTICAL TOOLS USED


19

Different types of charts are used :


1) Pie
2) Cylindrical Charts
3) Column Charts
4) Table of all percentage.

About the Research

Particularly about the project, this research was carried to know the Brand potency about

the various brands of soft drinks in Indian Market on the basis of calculations of several

values of each brand namely:

1. Value Of Memorization (VM): this is value of a brand which states the degree

of remembrance of a particular brand. It tells that how much does one individual

remember about the brand.

2. Value Of Association (VA): this is the value of the brand which tells the degree

of association of a brand for an individual to his personal life experiences.

3. Value Of Description (VD): this is the value of the brand which tells the degree

of a brand, that how much does it describes its features according to its brand

name.

4. Value Of Motivation (VMo): this tells the value of the brand in the terms of the

degree of motivation which the brand gives to the user to buy it.
20
5. Value Of Reurchase (VR): this tells the value of a brand according to which

it can be calculated and stated that an individual will repurchase the brand.

Market Potency = VM*VA*VD*VMo*VR

Softdrink Brands Chosen for

Research

1. Pepsi

2. Coca-cola

3. Thums Up

4. Mountain Dew

5. Sprite

6. 7 Up

7. Maaza

8. Slice

9. Mirinda

10. Fanta
21

Data Analysis & Interpretation


22
1. People going for Brand wise or Taste wise in soft drink brands? (out of 100)

23

Brandwise
Tastewise

77

Interpretation:

According to the above mentioned question, it was asked that whether the user have soft
drinks on the basis of Brand or its taste. Therefore it can be interpreted from the above
graph that 77% of the sample size goes for soft drinks on the basis of its taste whereas
23% of the sample size goes on the basis of its brand.

Brandwise Tastewise
23 77
23

2. Average, maximum & minimum age of the sample ? (out of 100)

60

50

40

30 Series1

20

10

0
Average Age Maximum Age Minimum Age

Interpretation:

According to the interpretation of this graph we can conclude that the average age of the
sample is of 23 years, maximum age of the sample is of 49 years and minimum age of the
sample is of 16 years.

Average Age 23
Maximum Age 49
Minimum Age 16
24

3. Value of memorization for each soft drink brand.

Value of Memorization

Pepsi
8% 12% Coke
9%
Thums up
12% Miranda
10% Slice
Maaza
11%
10% Mountain Dew
Sprite
10% 10% 7 UP
8%
Fanta

Interpretation:

According to the diagram Brand Pepsi & Coke holds the maximum Value of
Memorization among all the other brands i.e. these brands are quickly comes into the
mind of the consumers. Whereas Slice & fanta holds the least value of memorization
(8%).

On the scale of 5

Thums
Pepsi Coke up Miranda Slice
4.34 4.19 4.16 3.48 3.01

Mountain
Maaza Dew Sprite 7 UP Fanta
3.62 3.58 3.58 3.29 2.95
25

4. Value of Repurchase for each soft drink brand.

Value Of Repurchase

Pepsi
8% 11% Coke
9%
Thums up
11%
Miranda
10% Slice
11% Maaza
10% Mountain Dew
Sprite
10%
11% 7 UP
9%
Fanta

Interpretation:

According to the diagram Brand Pepsi, coke, Maaza & Thums Up holds the maximum
Value of Repurchase among all the other brands (11%) i.e. these brands are easily
repurchased by the customers. Whereas Fanta holds the least value of repurchase (8%).

On the scale of 5

Thums
Pepsi Coke up Miranda Slice
3.54 3.56 3.82 3.07 2.97

Mountain
Maaza Dew Sprite 7 UP Fanta
3.61 3.07 3.29 2.84 2.49
26

5. Value of motivation for each soft drink brand.

Vlaue Of Motivation

Pepsi
8% 11% Coke
9%
Thums up
11%
Miranda
10% Slice
13% Maaza
10% Mountain Dew
Sprite
9%
10% 7 UP
9%
Fanta

Interpretation:

According to the diagram Thums Up holds the maximum Value of Motivation among all
the other brands (13%) i.e. this brand easily motivates the customers. Whereas Fanta
holds the least value of motivation (8%).

On the scale of 5

Thums
Pepsi Coke up Miranda Slice
3.43 3.43 3.76 2.88 2.83

Mountain
Maaza Dew Sprite 7 UP Fanta
3.28 3.27 3.19 2.9 2.37
27

6. Value of Association for each soft drink brand.

Value Of Association

Pepsi
7% 13% Coke
10%
Thums up
12% Miranda
10% Slice
Maaza
10% 12% Mountain Dew
Sprite
9% 9% 7 UP
8%
Fanta

Interpretation:

According to the diagram Pepsi holds the maximum Value of Association among all the
other brands (13%) i.e. this brand is easily associated by the customers to their personal
life experiences. Whereas, Fanta holds the least value of Association (7%).

On the scale of 5

Thums
Pepsi Coke up Miranda Slice
4.43 4.33 4.47 3.32 3
28
Mountain
Maaza Dew Sprite 7 UP Fanta
3.19 3.59 3.54 3.43 2.63

7. Value of Description for each soft drink brand.

Vlaue Of Description

Pepsi
8% 10% Coke
9%
11% Thums up
Miranda
9% Slice
12% Maaza
10% Mountain Dew
Sprite
9%
12% 7 UP
10%
Fanta

Interpretation:

According to the diagram Thums up & Mazza holds the maximum Value of Description
among all the other brands (12%) i.e. this brand is easily Describes its brands name
according to the taste and brand it holds.Whereas, Fanta holds the least value of
Description (8%).

On the scale of 5

Thums
Pepsi Coke up Miranda Slice
3.2 3.51 3.96 2.86 3.32
29

Mountain
Maaza Dew Sprite 7 UP Fanta
3.75 3.29 3.06 2.95 2.56

8. Which brand holds the maximum market potency ?

This is the original question for which this whole research was carried on, the answer for
the maximum market potency holder brand can be interpreted by the following charts:

6% 2% 15% Pepsi
8% Coke
0% Thums up
9% Miranda
16% Slice
Maaza
11% Mountain Dew
Sprite
5% 7 UP
6% 22%
Fanta

1200 1058
1000
747 778
800
Series1
600 513
424 407 Series2
400 292 252 274
200 117

0
up

ew
ke

a
e
i

za

UP
ic e
ps

nd

nt
rit
Co

aa

D
Pe

Fa
Sp
Sl
ira

7
um

n
M

ai
Th

nt
ou
M

Interpretation

According to the above mentioned bar and chart it can clearly be known that in Indian
Soft drink market specifically in Lucknow region Brand Thums Up has a maximum
30
market Potency i.e. the brand Thums Up is very well known, remembered, and
demended the most in the market by the consumers. Percentage wise Thums Up holds
22% of the total Brand Potency while Fanta holds the minimum market Potency.
It can be noticed thoroughly that both the maximum and the minimum potency brands are
owned by COCA COLA.
Pepsi holds the third position with 15% of brand potency. Above bar chart also deicts the
brands with their levels in the analysis.

Suggestions &
Recommendations
This research was particularly carried for only knowing the barnd name in the soft drink
market of lucknow having the maximum market Potency which is Thums Up.

It is suggested to Pepsico in Lucknow that it holds the third position in the research of
market potency, which Pepsi brand holds. It is noticeable that the first positions are held
by the competitors Coke. The company Pepsico should increase their marketing efforts.

Limitations of the Study


Though best efforts have been made to make the study fair, transparent, error free, there
might be some inevitable and inherent limitations. Though I tried my level best to make
this report most accurate, some of the limitations are as follows :
♦ This study is valid for Lucknow city only.
♦ Due to certain unavoidable reasons, it was not possible to cover each and
every outlet such as holidays, absenteeism, working closed etc.
♦ There may be some biased response.
♦ Some of the customers didn't provide dull data.
♦ Most of the customers were too busy to meet.
♦ Too much time consumed on some calls because of appointments and waiting.
31

Conclusion

Soft drink market whether on micro or macro scale, it is vast and full with great

opportunities. It is one of the industry which is not adversely affected by the recession

process. Demand for soft drink is still at large, which is resulting in the launch of new

and more soft drink variants. Due to which also the companies are adopting aggressive

market strategies. Although consumers are going for and liking every soft drink brand but

definitely some brands have more value and demand in the market than compared to

others. This research was carried out for knowing the brand having maximum market

potency, which is Thums Up hence objective achieved.

At the end of this report we can clearly conclude that Coke had been greatly got success

in the local Lucknow market of soft drinks as the first two positions of maximum potency

Brands are held by Thums Up (22%) and Coca cola (16%).

This tells us that coke’s marketing strategy is far more clear cut and accurate than its

competitors Pepsico, Coke is very well understanding the mind of the local Lucknow
32
Consumer’s, which is making coke and its other brands more preferred and desired by

the consumers in Lucknow market than compared to Pepsico’s Brands.

Annexure
Name:…………………………………………… Age:………………..
Address:…………………………………………..Mob. No…………………………….
Occupation:……………………………. E-mail:……………………………………….

1: Excellent 2: Good 3: Average 4: Satisfactory 5: Bad

Questn 1: Which softdrink do you drink the most ?............................……

Questn 2: You choose your softdrink on what basis ?


Brand wise ( ) Taste wise ( )

Questn 3: How early and fast can you recall the following brands first? (rate from 1 to 5 for each)
Pepsi Coke Thumbs Up Miranda Slice
( ) ( ) ( ) ( ) ( )
Maaza Mountain Dew Sprite 7 UP Fanta
( ) ( ) ( ) ( ) ( )

Questn 4: Priority wise tell that which brand will you repurchase again ? (rate from 1 to 5 for each)
Pepsi Coke Thumbs Up Miranda Slice
( ) ( ) ( ) ( ) ( )
Maaza Mountain Dew Sprite 7 UP Fanta
( ) ( ) ( ) ( ) ( )

Questn 5: Do you get attracted or feel motivated towards the following brands for the purpose of use ?
Pepsi Coke Thumbs Up Miranda Slice
( ) ( ) ( ) ( ) ( )
Maaza Mountain Dew Sprite 7 UP Fanta
( ) ( ) ( ) ( ) ( )

Questn 6: Are you aware of the company names of these brands ? (rate from 1 to 5 for each)
33
Pepsi Coke Thumbs Up Miranda Slice
( ) ( ) ( ) ( ) ( )
Maaza Mountain Dew Sprite 7 UP Fanta
( ) ( ) ( ) ( ) ( )
Questn 7: Do you feel that the following brand names justify their name with their purpose ?
Pepsi Coke Thumbs Up Miranda Slice
( ) ( ) ( ) ( ) ( )
Maaza Mountain Dew Sprite 7 UP Fanta
( ) ( ) ( ) ( ) ( )