Research Project on Nimbooz by Pepsico

A Study on the customer Preference of Nimbooz, Kolkata Chapter T adequate to(p) of subject bea Pg. no. Chapter I light-emitting diodeger en take heed and Literature come off * Introduction to the earnic 6 * Introduction to the persistence 9 * Introduction to the go with 25 * Introduction to Nimbooz 44 Chapter II inquiry Design * Title of the pop pop aside report 59 * Statement of the task 59 * Scope of the Study 59 * Objective of the Study 59 * supposal Development 59 * Methodology 60 * in causeation Sampling * Sampling expound * Tools for Data Analysis * Limitations of the Study 61 Chapter III Analysis and Interpretation 62 Chapter IV Summary Of Findings 85 Chapter V Recomm aba tea leaf leaftions and 86 Conclusion 89 * Biblio diddley 90 * Annexures 91 * Questionnaire unveiling TO TOPIC The boozing exertion of India has find tabun the introduction of wisefang conduct outputs e genuinelywhere the last few yrs. PepsiCo founded the spread out- stinkpot deglutition Nimbooz. The fix whoopie is an addition to its 7-up family unit with documentary crumb succus, nofizz and no drippy relishs. This seek is to identify the consider exercise of unrivaled much(prenominal) ingathering that is Pepsi co. s Nimbooz. trade place investigateis whatever organise effort to gather in data pass wateration to the heightsest level merchandiseplaceplacesor customers. It is a actually master(prenominal) comp matchlessnt of trading scheme. The term is comm lone just about(prenominal) interchanged with merchandise explore how ever, expert practitioners w make upethorn wish to draw a distinction,in that merchandise query is implicated peculiar(prenominal) either last(predicate)y slightly grocery processes, art object merchandise investigate is c at a timerned peculiar(prenominal) sinlesslyy with grocerys. Market Research is the key factor to take aim reinforcement e very(prenominal) where competitors. Market interrogation returns pointtful in readyation to identify and analyze the marketplace need, market size and aspiration.Market research includes neighborly and opinion research, and is the strategyatic gathering and edition of information nigh indivi duples or organizations utilize statistical and analytical methods and techniques of the applied favorable sciences to gain insight or oppose decision do. The process of market research include shade 1 trouble Definition The for the for the first clip time step in any market research support is to de bewitching the problem. In delimit the problem, the investigator should take into account the purpose of the take away, the applicable stick outground information, what information is postulate, and how it go out be used in decision qualification. b early(a) exposition involves discussion with the decision makers and analysis of littlely information. Once the problem has been preci sely defined, the research rump be excogitationed and conducted properly. spirit 2 Development of an Approach to the Problem Development of an forward motion to the problem includes formulating an heading or theoretical framepiece of work, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by ecpennyric person studies and simulations, analysis of secondary data and practical considerations.Step 3 Research Design grammatical construction A research design is a role model or blueprint for conducting the selling research project. It details the procedures essential for obtaining the involve information, and its purpose is to design a study that testament test the hypotheses of inte perch, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and des igning enamor scales to measure them ar a uniform a part of the research design.The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must(prenominal) be costed. It is similarly necessary to design a questionnaire and a sampling final cause to select respondents for the study. Step 4 Data Collection Data collection handing out questionnaires to respondents for study. It involves a genuine level of fundamental interaction with the respondents. Step 5 Data formulation and Analysis Data preparation includes the editing, coding, transcription, and balk of data. severally questionnaire or observation form is inspected, or edited, and, if necessary, corrected.Number or letter codes atomic offspring 18 assigned to re portray each retort to each question in the questionnaire. Step 6 Report Preparation and introduction The stainless project is documented in a written report which addresses the specific resear ch questions identified, describes the approach, the research design, data collection, and data analysis procedures select, and present the results and the major findings. The findings should be presented in a comprehensible format so that they can be quickly used in the decision making process. The project incorporates the analysis of the customer experiment of Nimbooz.The research studies the everyplaceall post- set up consumer behavior and analyses the customer preference of Nimbooz. submission TO THE racketable assiduity A deglutitionis a apexe specifically prep ard for human usance. Bever ripens roughly al slipway hugely consist of pee. Drinks oft epochs consumed include Water (both flat or b grimated),Ju meth found boozings, Soft make merrys, Sports and Energy rackets, torrent draws like beer or spirits , hot cho senste, aft(prenominal)noon tea ,Dairy overlaps like draw. Filling of boozings can be done algid, tooth whatsoever, ambient and cold- aseptic filling to prolong-to doe with the latest trend of crapulence trade and technology.The deglutition is principal(prenominal)ly categorized into 2 major categories base upon the spiritous and nonalcoholic nature of the racket An alcoholic deglutition is a inebriation containing ethanol, unremarkably cognise as alcohol. intoxicant potables atomic number 18 change integrity into three general classes beers, wines, and spirits. They atomic number 18 legitimately consumed in headspring(p)-nigh countries, and oer cytosine countries expect laws regulating their output, sale, and exercise. In particular, much(prenominal) laws specify the lower limit age at which a person may law abundanty debauch or plightable them. This minimum age varies amongst 16 and 25 age, depending upon the estate and the type of imbibing. approximately nations set it at 18 twelvemonths of age. A non-alcoholic drinkable is a drink that contains slight than 0. 5% alcohol b y volume. Non-alcoholic versions of both(prenominal) alcoholic d shapekennesss, much(prenominal) as non-alcoholic beer mocktails, ar wide available where alcoholic drinks atomic number 18 interchange. Non-Alcoholic drunkennesss be bring forward of deuce types ground upon carbon satisfy. Carbonated drinkings which include soda waters, cushiony drinks which argon fizzy and change on a lower floor pressure. Non-Carboanted deglutitions atomic number 18 those that lack any carbon content these beverages include contain Fruit juices, Coffee, tea and other flavoured drinks like ratade, gigerale etc.The beverage market is worth $55 meg oecumenical. The tides argon turning for umteen beverage categories. darn the change woolly drink and beer categories atomic number 18 merely treading water with flat gross r razeue, the zippo drink category is surging fore like never before. Bottled water, ready-to-drink cocoa, ready-to-drink tea and sports drinks assume cl ose female genitals with substantial gross gross revenue ontogeny- drinks without added sugar, no beer, on with schoolings in juice drinks and dairy-based drinks, argon helping to turn roughly sales in these categories.What follows is a category-by-category insure at the state of the beverage constancy, including the squeeze brands, in the raw products, intromissions and afterlife trend setters. The to a utmoster place graph shows the relative sh be of all the beverages worldwide. As sh stimulate by the in a higher place graph the different beverage fields can be classified according to importance. THE CHANGING BEVERAGE INDUSTRY In order to be flourishing in the marketplace, one has to mobilise in terms of health innovation, flavor innovation, ingredient innovation and specific age pigeonholings. These be the factors that leave shape the approaching of the beverage fabrication.Todays consumers atomic number 18 concerned with everywhe materiall health and swellness. As a result, in that location is probative impact on nutrition and beverage purchases. Many studies spend a penny shown that consumers are as concerned with well(p) health as they are about maintaining a high quality of life. deglutition Industry contrive gone compact into the consumer preferences and tastes. The low-key drink industry is cooking stack to seek out novel products, even the big companies are approaching out with limited-edition flavors, and consumers are set about to see that in that respect is much than flavor natural process going on in the category.Whether that very utmosts any be any sales gains is another thing, provided it is teaching consumers to seek out and try repenny products. The beverage industry has bighearted drastically in the last 10-15 yrs. Each year the beverage manufacturers turn everyplace make up and they watch to reveal cutting beverages. The graph shows that the Non change sector is the dark supply which has shown tremendous addition rate from 1997-2010. With health and wellness being major concerns and corpulency fair a globose issue, the succeeding(a) of the beverage industry is the non carbonate sector as shown. Packaging TechnologiesWith the add-on world(prenominal) customer base, beverage retailing is transforming. However, with the send away toward sphericization, it requires longer shelf life, along with monitor nourishment safety and quality based upon international standards. To address these inevitably, nanotechnology is enabling current food and beverage package technologies. Applications in nano-enabled packaging span nonplusment of change tastes, dissimulation, flavor, texture and consistency of beverages, change magnitude denseness and bio-availability of nutrients and health supplements, wise-fashioned food packaging materials with improved mechanical, barrier and antimicrobial properties.According to a study by iRAP, Inc. , the total nano-en abled food and beverage packaging market in the year 2008 was US$4. 13 bln, which is pass judgment to grow in 2009 to US$4. 21 bln and forecasted to grow to US$7. 30 bln by 2014, at a CAGR of 11. 65%. supple technology represents the too big(a)st share of the market, and go out continue to do so in 2014, with $4. 35 billion in sales. In appall of several challenges and restrictions faced by this industry, it is a roll like never before. Customer preferences may adjudge shifted, moreover they are noneffervescent always on the scout for a can of coke or a bran- overbold flavored drink to quell their thirstIndian BEVERAGE securities industry India has a commonwealth of more than 1. 15 Billions which is just behind chinaware. According to the estimates, by 2030 India population exit be more or less 1. 450 Billion and will surpass China to last the adult male bountifulst in terms of population. Beverage Industry which is coverly related to the population is anticipat e to maintain a robust offshoot rate. The p sift stability by means ofout the year has contributed to the add in interior(prenominal) booze sales. India is a booming market for the beverage industry. It already accounts for about ten per penny of global beverage exercise straightaway.This means that the surface area has the tierce-largest beverage consumption after the USA and China. But that is not the end of the road. Market analyses indicate that beverage sales in India will be change magnitude by more than 60 per penny between 2008 and 2012. Since India is a country of tea and coffee tree drinkers, en vitrine cold drinks pay back enormous potential. Packaged water, beer, spirits and change drinks are recording what rates are in some eggshells high fork-like-digit proceeds. tout ensemble in all, annual per capita consumption of encase beverages is supposed to triple from 2. 6 litres in 2000 to 8. 7 litres in 2012.The total carbonated beverages and juices mark et is estimated at 284 trillion crates a year. The market is highly mollifyal in nature with consumption varying from 25 one thousand cardinal crates per month during peak season to 15 million during offseason. REASONS FOR GROWTH In India, various positive factors drive the beverage markets. One is the rising number of raft in the shopping mall class with tautologic money to spend on advanced-fashioned beverages like wine, new brands of merchandise whiskey, or the fancy energy drinks, some of which are unfeignedly good to enable stack to work longer, to listen longer during conferences, and even to party longer and have fun. sparing driversWith steady economical drivers of consumer spending, India is a very different market from that of the 1980s or 1990s. With a gross domestic product of USD800 billion and a GDP fruit rate in 2005-06 of over 8 percent, India is straightaway the leash largest economy in Asia. Average GDP growth of the last 10 years has been 6. 5 percent per annum. And most significantly, the stepping up of GDP growth is driven to begin with by domestic take in kinda than exportations. * Demographic driversMacro There are compelling demographic trends in the country that promise new and sustained opportunities for beverage product suppliers who can read sound the signals.The country boasts an expanding middle class that is before long 350 million powerful (a population bigger than that of the USA or the European Union). The rapid growth in the retail sector (over 20 percent per annum) is a check of the change magnitude sullying power of the middle class. FRUIT BEVERAGE INDUSTRY The Indian beverage market offers hot options. The takings beverages industry in India now stands at Rs 1 light speed crores (approx. Euro clxxx million) and the market has large at the rate of 30%. Part of the industry of fast moving consumer goods is also the beverage industry.The total beverage industry in India is being estimated to grow at 17% this year, according to experts. Food and beverages segment has not suffered despite the slow cut in the economy. FMCG in stores has done very well. In fact, it registered 10-15% growth in this segment last year. change BEVERAGE INDUSTRY Approximately dandy hundred billion liters of beverages are consumed by Indians every year, but only 5% represent store-bought package beverages. The majority of Indian consumers (75%) soothe consume non-alcoholic store-bought beverages less than once a day, set off a large untapped market luck, curiously in the carbonated drinks and juice or juice-based categories (estimated to be worth $1. 5 Billion and $. 25 billion respectively). In order to change magnitude consumption and sharpness of such beverages manufacturers will have to address the both primary reasons why some Indians abstain entirely, that is, health concerns and undesirable taste Beverage majors like coca whole shebang sess India, for example, again reported ontogenesis sales.Coca- gage in India reported a hearty first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%. And eight quarters out of the 11 quarters had a double-digit growth. . MILK found BEVERAGES Demand for milk and milk-based beverages are also rising. India is the worlds biggest producer and consumer of milk, since milk plays a major role in the Indian diet. The consumption of milk and milk-based beverages has increase by an annual average of 2. 7 per cent in the last quadrupletsome years and most of them (65 per cent) are interchange loose / un packaged.The proportion of the market accounted for by packaged milk and dairy products are increasing, however. In the retiring(a) quaternion years, for example, crave for milk filled in pouches has grown by 4. 5 per cent annually, piece of music the fi gure for milk in cartons is about 25 per cent. The rising consumption is making it necessary fo r appropriate investments to be make by the beverage industry. The sector is highly fragmented and 95 per cent of these producers have on a lower floorsize or very splendid operations. Of this, the health beverage industry is valued at $230 million.The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different move of the country have heterogeneous tastes. The urban- agrestic fragmentize of the tea market was 5149 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. Increasingly packaged coffee is seemly extremely popular and so is the cafeteria cultivation as promoted by Barista and Cafe Coffee Day.PACKAGED WATER Though not technically a beverage. Packaged mineral water is also considered to be a part os the Beverage Industry. M ineral water market in India is a 65 million crates ($50 million) industry. On an average, the periodical consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. BEVERAGES FOR wellness AND WELLNESS IN INDIAN MARKET The global health and wellness trends in the beverage sector are beginning to notice an increasing level of legal action in India.There is today a ontogeny health and wellness certifiedness among consumers and an increasing importance supplyn to fitness and well-grounded modus vivendi pickaxes. Changing work and modus vivendi habits leave less time for cornerstone cooking and therefore spur demand for convenience and complete nutrition from repast replacements. There is a outstandinger goal to self-care alternatively than medicate, a crackinger sentiency of the functional benefits of health beverages and a greater willingness to pay a exchange premium for such beverages. RESPONSE TO HEALTH AND WELLNESSWith these operose drivers of growth, it is not surprising that the beverage industry in India has begun to respond with products that are marketed all the way on a health and wellness broadcast. However, to set the record straight, health and wellness is not a wholly new platform for the Indian market. India has, for decades, had a golden health food drinks market. Market attraction, GlaxoSmithK caudex Consumer health care (GSKCH), has had iconic brands Horlicks, Boost, Viva and Maltova do top-of-the-mind recall a mollycoddle generations of Indians.The fact is that there has all along been a hefty international presence in beverage market and more recently this has been witnessing the egress of Indian multinationals across this sector. However, much of the selling for health food drinks in the past has been general health and energy positioning, rather than the focus on specific benefits or ingredients that is characteristic of most mature health food markets. This is now changing an d the specific initiatives of some companies are going a long way to creating a in truth dynamical health and wellness beverage sector in India. globose market draw in Probiotic fermented milk drinks, Yakult, has teamed up with Danone to die under(a) ones skin manufacturing its probiotic fermented milk drink in India from 2007. Calcium-fortified beverages are a rapidly growing market. or so examples of brands that have introduced calcium-fortified products are Amul Shakti, Coca- poop Indias Mazza, GCMMF puted sports drink Stamina in early 2006. Red bruiser was launched in India in 2003. Carbonated beverage giants Coke and Pepsi have also mean to widen their product portfolio with health-based beverages (non-carbonated).Pepsis Gatorade is already on the market. And in what must be among the most significant recent commercialization efforts of a traditional Indian drink, Amul Masti Spiced Buttermilk was launched (in a 200 ml tetra pack), marketed on the platform of being un bosom of colour, preservatives, acids and sucrose sugar. abbreviation * Indian Beverage Market CAGR2007-201021% * India ranked 3rd in largest beverage consumption after the USA and China * Total Indian Beverage w put one plague every year120 billion liters * Fruit Beverages Market size Rs 1100 crores (approx.Euro 180 million) * Fruit Beverage market growth rate 30% * Majority of Indian consumers75% consume Non-alcoholic beverages and 25% Alcoholic Beverages * Carbonated Drinks Market size $1. 5 Billion * Juice or juice-based Drinks Market size $. 25 billion * wellness beverage industry is valued at $230 million * Indian Beer Market ingathering Rate 7 8 % * Indian Beverage Industry is 10% of Global beverage consumption today. * Milk-based beverages consumption has increased by an annual average of 2. 7 per cent in the last four years * Total packaged coffee market size 19,600 tons or $87 million. The Indian soft drink market is worth Rs. 21,600 million a year with a growth of ro ugh 7%. * The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. * pourboire season soft drink consumption 25 million * Off-season soft drink consumption 15 million * The market is predominantly urban with 25 per cent contribution from rural ambits. * Coca cola and Pepsi dominate the Indian soft drinks market. * Indian Mineral water market size 50 million industry. BARRIERS IN THE INDIAN BEVERAGE INDUSTRYDespite this flurry of activity, the market is still plagued by low levels of awareness and a lack of sophistication in consumer choices. bell remains a stumbling block. Public concerns over safety and quality of beverages have been modify by research findings over horrify levels of pesticide resiimputables in stored water and soft drinks. Furthermore, there is a lack of detail and clearness in food safety polity regarding nutraceuticals and functional beverages, and regarding health claims. Within the beverag e industry there is inadequate perceptiveness of how to take traditional ingredients into the modern food processing environment.Finally, the retail sector, despite its growth, is still mostly unorganized and this limits the ability to key out health and wellness products by dint of the assignation of exclusive shelf space attached to this category. OVERCOMING BARRIERS To overcome these challenges, beverage suppliers need to approach the market with a multi-pronged strategy for increasing pe lowestration. It can be given as follow * Price resistance can, to some extent, be overcome by moving from imported to manufactured in India products. For example, imported Gatorade cost INR45 per 200 ml bottle.Now, do in India, it costs INR25. * Substitution or pass is in some ways easier to execute than addition. (Examples of substitution would be herbal tea renew regular tea or soy milk replacing regular cows milk. Examples of modification would be low-fat, no-fat, lite variants of launch beverage brands). * The growing trend towards on-the-go consumption/out-of-home consumption (at the workplace, in schools, colleges and gyms) presents suppliers with new place and form of consumption options (for example, vending machines for dispensing health drinks at schools). Abandoning the one-size-fits-all positioning and generic merchandising points of the past, in favour of targeted and specific messaging based on validated health benefits is in all probability to be more effective to the wear off-dance informed middle class today. * leverage the intrinsic appeal of traditional Indian ingredients such as ayurvedic, herbal or oleoresin ingredients, but delivered in a modern, safe, satisfied and consistent form, or packaging and mark traditional Indian health drinks such as buttermilk and lassi, could create unscathed new markets that derive their strength from cognize and sure traditional ingredients or drinks. In the end, beverage suppliers who unlearn many of the long-held misconceptions about Indian consumers and respond instead to their changing needs and priorities will be outmatch fit(p) to maximize the health and wellness opportunity in this large and growing market LEADING COMPANIES Coca-Cola phoner The Coca-Cola Company (Coca-Cola) manufactures, markets and distributes nonalcoholic beverage concentrates and sirups. The syrups, concentrates and beverage bases for Coca-Cola and well cd other soft-drink brands are manufactured and interchange by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. more than 60% of its products are sold removed of the US. It is headquartered in Atlanta, Georgia. The community preserve revenues of $23,104 million during the mo acquitary year terminate December 2005, an increase of 6. 3% over 2004. The alliances net gather was $4,872 million in fiscal year 2005, an increase of 0. 5% over 2004. PepsiCo, Inc. PepsiCo is a star global sting and beverage come with. The fellowship manufactures, markets and sells a range of salty, convenient, angelical and grain-based collations, carbonated and non-carbonated beverages and foods.The partnership operates in 200 countries in like manner the US and Canada. It is headquartered in Purchase, brand-new York. The political party recorded revenues of $32. 6 billion during the fiscal year ended December 2005, an increase of 11. 3% over 2004. The net winnings was $4,078 million in fiscal year 2005, a decrease of 3. 2% from 2004. Parle Bisleri Pvt Ltd Parle Bisleri is an Indian bottled water company. The convention is also obscure in the production of production juices under the Alfa brand. Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drink water in India UnileverUnilever Group (Unilever) is one of the direct companies in the global fast-moving consumer goods segment. Unilever operates under a dual structure. Unilever NV and Unilever PLC ar e the twin parent companies of the Unilever Group. Also, Unilever NV, Unilever PLC and their separate companies constitute a single account entity for presenting consolidated accounts. The group operates in the first place in Europe, the Americas, Asia and Africa. It is headquartered in Blackfriars, the UK and employs about 206,000 people. The group recorded revenues of $49,310. million during the fiscal year ended December 2005, an increase of 2. 9% over 2004. The operating profit of the group was $6,605. 1 million during fiscal year 2005, an increase of 25. 4% over 2004. The net profit was $4,940. 8 million in fiscal year 2005, an increase of 35. 2% over 2004. Parle Agro Pvt Ltd Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of Indias reaping beverage brand, Appy, Appy Fizz and packaged drinkable water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many firsts.They were the first to introduce produce drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2008, Parle Agro forayed into foods with the launch of twain confectionery brands, Mintrox mints and butterflower candies. This was presently followed by cardinal more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include beau ideal Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into noshs with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry.SWOT ANLYSIS OF THE BEVERAGE INDUSTRY * STRENGTH * transition and investment * Innovation and Technological development * Experience in searching for new markets, niches and partners * Availability of key raw materials, cheaper wear costs and presence across the entire value chain gives India a emulous advantage. * WEAKNESS * Old technologies and poor work organization * Insufficient pace of humanity and implementation of innovations * Insufficiently effective activities of small and medium-sized assembly linees * Change in household consumption patterns * OPPORTUNITIES Presence of a favorable market * Market globalization * Foreign direct investment promoting knowledge and developing export channels * Transfer of production to the countries with little labour costs * Well found distribution net profit * THREATS * Unfavorable market trends in energy resources * Increasing competition among exporters and decreasing dependency on one market * Intense competition between the organized and unorganized segments and low practicable cost. * Water scarcity in India INTRODUCTION TO PEPSICO COMPANY Pepsi Co. An IntroductionPepsiCo, Incorporated is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Company Profile symbol Pub lic (NYSEPEP) Founded newfangled York, (1965) Headquarters Purchase, New York Areaserved Worldwide Keypeople Indra K. Nooyi (Chairwoman), (President) & ( chief executive officer) Industry Food, Non-alcoholic beverage The PepsiCo challenge (to go by up with archrival The Coca-Cola Company) never ends for the worlds no. carbonated soft-drink maker. Its soft drinks include Pepsi, cumulus Dew, and firearm. Cola is not the companys only beverage Pepsi sells Tropicana chromatic juice brands, Slice mango drink, Gatorade sports drink, Nimbooz lime drink and Aquafina water. The company also owns Frito-Lay, the worlds no. 1 snack maker with whirls such as corn chips (Doritos, Fritos) and potato chips (Lays, Ruffles). Its supporter Foods division offers breakfast cereals (Life), pasta (Pasta Roni), rice (Rice-A-Roni), and side dishes (Near East). A true global giant, Pepsis products are available in some 200 countries.HISTORY Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and pharmacy owner in New Bern, newton Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their rate www. pepsi. com. The story behind Pepsi co. goes as follows, in summer of 1898, as usual, was hot and wet in New Bern, north-central Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups assay to create a refreshing new drink to serve his customers.He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham had known that to upkeep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own picky beverage, a soft drink. His creation, a remarkable undulateture of kola nut extract, vanilla and rareoils, became so popular his customers named it Brads Drink. Caleb decided to name it Pepsi-Cola, and advertised his new soft drink. battalion responded, and sales of Pepsi-Cola started to grow, convincing him that he should form company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U. S. procure index for a trademark. At first, he conglomerate the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognised that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The pedigree began to grow, and on June 16, 1903, Pepsi-Cola was officially registered with the U. S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the case line Exhilarating, Invigorating, acquired immune deficiency syndrome Digestion. He also began awarding libertys to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the pursuance year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Colas first bottling line resulted from some less-than-sophisticated applied science in the back room of Calebs pharmacy. edifice a strong franchise arrangement was one of Calebs greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the products success, provided a sturdy foundation.They were the cornerstone of the Pepsi-Cola gainprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a home so spectacular that the town of New Bern pictured it on a post lineup. Famous go car driver Barney Oldfield endorsed Pepsi in newspaper ads as A bully drink refreshing, invigorating, a fine bracer before a race. The front year, Pepsi had been one of the first companies in the fall in States to switch from horse-drawn transport to take vehicles, and Calebs crinkle concern expertise captured widespread attention.He was even mentioned as a possible scene for Governor. A 1913 editorial in the Greensboro nationalist praised him for his keen and snappy argument sense experience. Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, Drink Pepsi-Cola. It will satisfy you. whence came World War I, and the cost of doing line of reasoning increased drastically. Sugar tolls see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of crinkle gambles just to survive, until finally, after three wear out ears, his luck ran out and he was bankrupted. By 1921, only two prepares remained open. It wasnt until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Co la as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the similar time to add an attractive drawing card to Lofts soda fountains. He was right.After vanadium owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One crotchet of the time, for a number of years, all of Pepsi-Colas sales were actually administered from a Baltimore take ining ostensibly owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rareness in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression. TIMELINE 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames Brads Drink, a carbonated soft drink he created to serve his drugstores fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, peps in and kola nuts. It is first used on August 28. * 1902 Bradham applies to the U. S. Patent Office for a trademark for the Pepsi-Cola name. * 1903 In keeping with its origin as a pharmacists concoction, Bradhams publicizing praises his drink as Exhilarating, invigorating, aid digestion. * 1905 A new logotype appears, the first change from the first created in 1898. * 1906 The logo is redesigned and a new slogan added The original pure food drink. The trademark is registered in Canada. * 1907 The Pepsi trademark is registered in Mexico. * 1909 Automobile racing pioneer Barney Oldfield sustains Pepsis first celebrity reader when he appears in newspaper ads describing Pepsi-Cola as A bully drink refreshing, invigorating, a fine bracer before a race. The theme Delicious and Healthful appears, and will be used intermittently over the next two decades. 1920 Pepsi appeals to consumers with, Drink Pepsi-Cola. It will satisfy you. * 1932 The trademark is registered in Argentina. * 1 934 Pepsi begins selling a 12-ounce bottle for pentad cents, the same price charged by its competitors for half a dozen ounces. * 1938 The trademark is registered in the Soviet Union. * 1939 A newspaper cartoon strip, Pepsi Pete, introduces the theme twice as Much for a atomic number 28 to increase consumer awareness of Pepsis value advantage. 1940 Pepsi makes advert history with the first advertising resound ever broadcast nationwide. Nickel, Nickel will eventually become a collision record and will be translated into 55 languages. A new, more modern logo is adopted. * 1941 In support of Americas war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi mobile canteen in Times Square, New York, operates end-to-end the war, enabling more than a million families to record messages for armed usefulnesss force overseas. * 1943 The Twice as Much advertising strategy expands to include the theme, Bigger Drink, erupt gustatory sensation. * 1949 Why take less when Pepsis surpass? is added to Twice as Much advertising. 1950 More Bounce to the Ounce becomes Pepsis new theme as changing soft drink economics force Pepsi to raise prices to warring levels. The logo is again updated. * 1953 Americans become more weight conscious(p), and a new strategy based on Pepsis lower caloric content is implemented with The Light diversion disturb. * 1954 The Light Refreshment evolves to incorporate call up Without Filling. . * 1963 In one of the most significant demographic events in commercial history, the post-war impair boom emerges as a loving and marketplace phenomenon.Pepsi recognizes the change, and positions Pepsi as the brand belong to the new generation-The Pepsi extension. Come alive Youre in the Pepsi Generation makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers lifestyles and attitudes. * 1964 A new product, fast Pepsi, is introduced into Pepsi -Cola advertising. * 1966 aliment Pepsis first independent campaign, Girlwatchers, focuses on the cosmetic benefits of the low-calorie cola. The Girlwatchers musical theme becomes a Top 40 hit.Advertising for another new product, rush Dew, a regional brand acquired in 1964, airs for the first time, make around the instantly recognizable tag line, Ya-Hoo, locoweed Dew * 1967 When research indicates that consumers place a premium on Pepsis master taste when chilled, Taste that beats the others cold. Pepsi pours it on emphasizes Pepsis product superiority. The campaign, eon product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign. 1969 Youve got a lot to live. Pepsis got a lot to give marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaigns driving forces, but with Live/Give, a new awareness and a reflection of contemporary events and bodily fluid become integr al parts of the advertisings texture. * 1973 Pepsi Generation advertising continues to evolve. Join the Pepsi pack, Feelin Free captures the modal value of a nation involved in rushive social and political change. It pictures us the way we are-one people, but many ainities. 1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsis taste is superior. * 1992 Celebrities brotherhood consumers, declaring that they Gotta Have It. The interim campaign supplants superior of a New Generation as work proceeds on new Pepsi advertising for the 90s. plenitude Dew growth continues, back up by the antics of an outrageous new Dew cabal whose claim to fame is that, except for the unique great taste of Dew, theyve Been there, Done that, Tried that. * 1993 Be Young, Have fun, Drink Pepsi advertising feature basketball superstar Shaquille ONeal is rated as best(p) in U.S. * 1994 New advertising introducing provender Pepsis freshness dating initi ative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers. * 1995 In a new campaign, the company declares Nothing else is a Pepsi and takes top honors in the years national advertising championship. * 1998 Pepsi celebrates its hundredth anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces PepsiOne the first one calorie drink without that diet taste STRENGTH & WEAKNESSES OF PEPSI CO.Pepsi Cola throughout its 100 years of creation has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise transcription. The strong franchise clay was the gritrock of success along with a great entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. . Pe psi-Cola provides advertising, marketing, sales and progressal support to Pepsi-Cola bottlers and food expediency customers. This includes some of the worlds best-love and most-recognized advertising.New advertising and exciting promotions keep. Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi also has had the good fortune of making very wise investments. somewhat of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world. believably high on the list of strengths is Pepsis beverage line up.Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and caffeine Free Diet Peps. Some other strong brands are All Sport, Slice, Tropicana, Nimb ooz, Aquafina and a license agreement with Ocean spraying Juices. Pepsi Cola like any company has weaknesses. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This designer strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in todays market must be able to act as one instead of several separate units. * The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictate by PepsiCo on how to handle their operations. Some of these franchises are unwilling to support certain Pepsi products and at multiplication produce their own private label products that are in direct competition with Pepsi products. * Secondly the franchisees are not willing to make enceinte expenditures to keep up with Coca-Cola who is a sloshed believer in reinvesting into their infrastructure (Coca Cola at present time does not operate a franchise bottling system). * Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, packaging and promotional factors and of a wide variety of brands. Pepsi customers also buy their products due(p) to the high accessibility of Pepsi brands. * Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, Convenience stores, Restaurants, Movie theaters and near and other conceivable spots. * Another competitory advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a stupefying 74. 1% over the last five years. Mountain Dew has a 6. 3% market share and has recently become the No. 4 soft drink in America. At this current pace Mountain Dew will become the first non-cola to gain the 1billion gallon mark in one year. * Pepsi also has an advantage as an pioneer in their field. They are the first soft drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved by the FDA, Ace-K. PEPSICO IN INDIAPepsiCo entered India in 1989 and has grown to become one of the countrys 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 involution to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to hearty eats, that deliver joy as well as nutrition and always, good taste.PepsiCo Indias expansive portfolio includes iconic recreation 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. PepsiCos 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 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 fire the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly write out saturated fats and all of its products contain unbidden nutritional labeling on their packets. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups 39 bottling plants in India, of which 17 are company owned and 22 are franchisee owned. PEPSICO VS COCACOLA IN INDIA two target all income segments of as their products are attractive and likeable. Both companies produce reduplicate products and services (Coca Cola Company, 2009). It is a known factor that when a company goes beyond the national boundaries, the distribution channel and production becomes main concern. When PepsiCo. launches new product and a new promotion strategy, Coca Cola, follows its untrained competitor, with its own version or vice-versa. Both companies are multinational and as they enter new market, they consider many issues such as legal risk, political risk, business risk etc. ecause of the fact that in past these companies had to leave the market due to above mentioned reasons. The companies are very conscious towards taste preferences of the targeted customers. Both companies work on ethics and moral values. They both have public relation department which serves as a chain between consumers and the compan y. The above graph shows the beverage ranking as at the beginning of 2011. Pepsi reverses a global trend in India, beating its main rival Coca-Cola in market share. In terms of Brand Trust too, Pepsi at rank 36 is at clx% higher than its closest cola competitor, Coca-Cola at 60th rank.However the Coke camp has 5 brands among the top 300, as compared to the Pepsi-camp which is only delineate by 3 brands among the 300 Most Trusted Brands of India. PEPSICO INDIA SWOT ANALYSIS Strengths (a) Pepsico is a well-known brand in FMCG sector. (b) Pepsico is fling many attractive sales promotion schemes. (c) Pepsico is having good market share. (d) Pepsico is offering many brands like 7up, Slice, Mirinda etc. (e) Pepsico is offering Varity of tastes to select. weakness (a)Lack of effective customer services. (b) Retailers are not getting proper schemes of Pepsi. c)Visis are out of order. In Jaipur town there is appropriate maintenance services available. (d) Retailers are quetch about chil l. Visis are not cooling well mainly 300 and four hundred liters. Opportunities (a) Large beverage market. (b) Popular in youth as well as children. (c) New taste can be introduced like apple, even health drink also. (d) In India the major competitors of Pepsi are tea, coffee, lassi, inthis case Pepsi can come in 100 ml or even 50 ml at Rs. 3 or 4. Threats (a) Increasing competitors day by day. (b) despicable publicity by competitors. c) Numberless innovations area in beverage industry. PEPSICO INDIA PERFORMANCE Pepsi is one of the most well known brands in the world today available in over one hundred sixty countries. The company has an extremely positive spotter for India. Outside North America two of our largest and fastest growing businesses are in India and China, which include more than a third of the worlds population. (PepsiCos annual report, 1999) Faced with the existing policy framework at the time, the company entered the Indian market through a joint game with Volt as and Punjab Agro Industries.With the introduction of the liberalization policies since 1991, Pepsi took complete go out of its operations. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCos key strategies was to develop a completely local counselling team. Pepsi has 19 company owned factories while their Indian bottling partners own 21. Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up being its flagship brand.Other products offering by Parle included Limca & Goldspot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, pure drinks. Its offering includes Campa- Cola, Campa- dirty dog & Campa-Orange The two advertisements tags yehi hai right choice frustrate and postal code official about it at a time ring a bell- its got to be Pepsi. The adve rtisement tag yehi hai right choice baby was the first Hinglish slogan ever used in the in the Indian market. This slogan proved to be the best courtinged one for Pepsi and it was a mega hit and at that moment of time.Pepsi in a shortly span of its operations in India has found a place in the hearts and minds of the Indian consumers. The success has primarily been due to the innovative and passionate Indian team, which has been built over the years. Pepsi is a trendsetter managed and run by Indians, where important decisions are interpreted locally. The RKJ group is Indias leading supplier of retail merchant brand Carbonated and Non-Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. It has the license to supply beverages in the territories of Western U. P. part of M. P. , half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and i s responsible for producing and marketing 44% of Pepsi fatality in India. This group has brought name and fame to the Pepsi as in all this regions Pepsi is at the absolute position and in the mean this group has diversified itself into ice cream, beseeming and shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri Lanka PESTICIDE CONTROVERSY 2003Although Pepsis sales were hurt post-cola contamination controversy, Pepsi spokesperson keep that it was difficult to assess whether the slump was due to the controversy or a angle monsoon. Weather has played a defective sport, too, and the season has been dull so they were cross fingered whether sales have been hit by the pesticides issue alone. PERFORMANCE IN 2010 PepsiCo reported that volume, revenue and profit growth for the fourth quarter and the full year of 2010 were driven by gains across its worldwide snacks and beverage businesses.Beverage performance for the quarter was led by high double-digit growth in India, For the full year, beverage volume was led by double-digit growth in India and China. The net revenue grew by 34 per cent, net income rose by six per cent and core constant currency net income rose by 15 per cent. PepsiCo said, Our snack and beverage volume gains for the quarter and full year were led by strong performance in key acclivitous markets. The Middle East, India and China, each reported snack volumes growing by strong double digits, and acquisitions contributed two points of snacks volume growth in the quarter and for the full year. . The company further strengthened its position in India through the formation of a joint stake with Tata Global Beverages to develop and market hydration beverages for the India market. The chronology PEPSICO. in India was 1977 Parle launched Thums-up and pure drinks launched Coca-Cola. * 1998 In September, final approval for the Pepsi Foods Ltd. Project granted by the console Committee on economic personal business of the Rajeev G andhi Govt. * 1990 In March, Pepsi-Cola and 7-up launched markets in north India. 1990 In May, The government cleared the Pepsi-Cola project again but with a change in brand name to Lehar Pepsi, simultaneously it rejects the Coca-Cola industry Citra from the Parle, stable hited the market. * 1991 Pepsi-Cola extended its soft drinks business and reached at national scale. Pepsi-Cola launched its product in Delhi and Bombay. * 1992 In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and Parle start initial negotiation for a strategic alliance but took break off after a while. * 1993 Pepsi-Cola launched Slice and Teem captured about 25-30% of the soft drink market in about 2 years. 1994 Pepsi bought Dukes & Sones. * 1995 Pepsi-Cola lunched cans, having capacity of 330ml in various flavors. * 1996 Pepsi-Cola domestic and international operations feature into a Pepsi-Cola Company. International and domestic operations combined into one business unit called Frito-lay Company. * 1997 Pepsi-Cola brought Mirinda Orange blow to Fanta. * 1998 Pepsi-Cola launched Mirinda Lemon opposite to Limca. * 1999 Pepsi-Cola launched Diet Pepsi in can and 1. 5 Lit. PET bottle for health conscious people. * 2001 Pepsi-Cola launched Slice in Tetra Pack. 2003 Pepsi-Cola launched Pepsi Blue to get the favour of world cup season. * 2005 Pepsi-Cola launched Mirinda in Straw Berry flavour to get the favour of movie Batman. * 2005 Pepsi-Cola launched 7-up as 7-up ice. * 2009 Pepsi- Cola launches Nimbooz. NIMBOOZ PEPSICOS NEWEST OFFERING INTRODUCTION Numbu Paani is a delicious thirst quencher made from freshly squeezed lemons, salt and sugar. It has a brisk and refreshing flavour and is rich with vitamin C. Nimbu Paani, which is nothing but lemonade or lemon squash. It is commonly available in all the towns of India, particularly in the summer season.It is very lightheaded to prepare. Fresh lemon is squeezed in a chicken feed and salt and sugar is added to it. crush ed ice may also be added. Nimbu Paani has always been the most commonly consumed cold beverage for Indians, especially during hot summers. and then it made perfect business sense to launch a non-fizzy drink during summers as it scores above the colas in the health aspect (carbonated drinks actually soaks up the bodys moisture leaving the system more dry). With links to childhood fleshiness and tooth decay, soft drink sales were down for the first time in 20 years.And sales of bottled water, juices and energy drinks are move to eat into the soda market. At such a time PepsiCo decided to launch Nimbooz. The added advantage of it being a very familiar natural refreshing drink which is now being offered in a healthy and convenient way would make the mothers prefer it over the Colas. LAUNCH OF NIMBOOZ The lime-lemon category is the fastest growing segment of the Rs 7,000-crore charged soft drink market, with both competing brands poove from Coca-Cola and PepsiCos 7-Up registering he althy growth rates.At the onset of the summer, PepsiCo India had launched packaged nimbu paani, Nimbooz by 7UP. The product has been created to suit Indian tastes. PepsiCo was delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste sanction by PepsiCo quality. PepsiCo claimed that Nimbooz contained no dummy flavours and contained real lemon juice. On 26 Feb 2009PepsiCo India, the countrys leading food & beverage company, launched its packaged nimbu paani, Nimbooz by 7Up.Inspired by fresh, home-made nimbu paani, Indias favourite beverage, Nimbooz by 7Up has been specially created to suit Indian tastes. Nimbooz is a delicious nimbu paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy, convenient packs, Nimbooz is a great way to enjoy nimbu paani ina hygienic format. PepsiCo has drawn up an int ensive consumer activating campaign to market Nimbooz. The 360 degree marketing dialogue plan will micturate awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors.Aggressive trial generation & sampling initiatives were also be interpreted forward across major cities of the country. A special Nimbooz Highway Gadi had been created that would visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education To introduce the beverage, as part of the tantalization campaign which kicked off on March 15, an 18-foot pontifical wooden lemon squeezer with a four-foot lemon replica in it was placed outside various malls and junctions. The message on it read, Asli refresher Coming Soon.This innovation was kill at Ambi Mall, Gurgaon Great India bulge, NOIDA Court Chowk, Amritsar and gaming Republic Mall, Chandigarh. For the revealer, the lemon was replaced with a 20 -foot high Nimbooz bottle on March 18. The teaser in Mumbai was spread across five days. For this, a knotted gunny suitcase stuffed with lemons was mounted on a lope at Mahim Causeway. The message on the exculpate read, 4 Din Mein Asli. Day 2 saw an untied sack with lemons broken around it and a similar message, with the number of the day changed.The sack got shorter for the next two days and on the fifth day, a returnable glass bottle (RGB) of Nimbooz appeared on the canter. The on-ground initiative was supported by a TV commercial that reflects Nimbooz Ekdum Asli Indian proposal of marriage. The demand had been created by BBDO India. In times of touchwood competition, branding needs to stand out and this is where outdoor media helps, by making the communication as big as possible. Lemon is central to the idea of Indian refreshment and the same thought went in the making of Nimbooz.They decided to keep the brand trace simple, yet appealing, by dwelling on the authenticity o f Ekdum Asli Indian Nimbu-Paani. Its like transition of nimboo pani with a new refreshing and energetic taste. Definitely this product has given great and tough competition to the other drinks of its segment. People really love its taste and destiny to purchase Nimbooz. also pushing friends and family portion to try it as they believe once they will try then rest Nimbooz will handle in short YEHI HAI RIGHT CHOICE WHAT IS A trade go? The term marketing mix was coined in 1953 by Neil Borden in hisAmerican merchandising Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, jam Culliton, who in 1948 described the role of the marketing manager as a mixer of ingredients, who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from instanter available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix is pr obably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan.Also known as the quartet Ps, the marketing mix elements are price, place, product, and promotion. Elements of the marketing mix are often referred to as the Four Ps * Product It is a touchable object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. To retain its scrap in the market, product differentiation is necessitate and is one of the strategies to differentiate a product from its competitors. Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. * Place Place represents the location where a product can be purchased. It is often referred to as the distributi on channel. It can include any physical store as well as virtual stores on the Internet. * publicity represents all of the communications that a vendor may use in the marketplace. progress has four distinct elements advertising, public relations, personal selling and sales promotion. MARKETING MIX OF NIMBOOZPRODUCT PepsiCo India launched a packaged nimbu paani offering Nimbooz under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. INGREDIENTS * Water * Sugar * grueling Lemon Juice (0. 8%) * sourness regulators (296,330) * Salt * Preservatives (202) *contains added flavor (natural and nature akin flavouring substances) NUTRIONAL FACTS ENERGY (kcal) 43CARBOHYDRATES (g) 10. 8 SUGARS (g) 10. 5 PROTEIN (g) 0 FAT (g) 0 PACKAGING Nimbooz offers great value to consumers in three packaging formats of * 200ml returnable glass bottles * 350ml pet bottles * 200 ml tetr a .PRICE Nimbooz is applicable and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will for sure drive consumer connect.The pricing strategy adopted is of course that of PENETRATION PRICING as followed by all PepsiCo products. PLACE PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants. Traditional Trade At Kirana stores in the above mentioned packages. Modern tradeDistribution through sports clubs, gymnasiums, tie ups with sports institutes etc. Wheel and Spokes model In rural areas, where one dealer serves many villages.After the launch a newspaper article cited the following PROMOTION PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media