SOFT DRINK INDUSTRYWhat is a soft drink?A soft drink (also
called soda, pope, coke, soda pop, fizzy drink, seltzer, mineral,
lolly water or carbonated beverage) is a beverage that typically
contains carbonated water, a sweetener and a flavoring. The
sweetener may besugar,high-fructose corn syrup, fruit juice,sugar
substitutes(in the case of diet drinks) or some combination of
these. Soft drinks may also containcaffeine, colorings,
preservatives and other ingredients.Soft drinks are called "soft"
in contrast to "hard drinks" (alcoholic beverages). Small amounts
ofalcoholmay be present in a soft drink, but thealcohol contentmust
be less than 0.5% of the total volumeif the drink is to be
considered non-alcoholic.Fruit juice,teaand other such
non-alcoholic beverages are technically soft drinks by this
definition but are not generally referred to as such.Soft drinks
may be served chilled or at room temperature, and some, such asDr
Pepper, can be served warm.
HISTORY OF SOFT DRINKS
Carbonated DrinksIn the late 18th century, scientists made
important progress in replicating naturally carbonatedmineral
waters. In 1767, Englishman Joseph Priestleyfirst discovered a
method of infusing water withcarbon dioxideto makecarbonated
waterwhen he suspended a bowl of distilled water above a beer vat
at a local brewery inLeeds, England. His invention of carbonated
water (also known as soda water) is the major and defining
component of most soft drinksPriestley found that water treated in
this manner had a pleasant taste, and he offered it to friends as a
refreshing drink. In 1772, Priestley published a paper
entitledImpregnating Water with Fixed Airin which he describes
drippingoil of vitriol(orsulfuric acidas it is now called)
ontochalkto produce carbon dioxide gas, and encouraging the gas to
dissolve into an agitated bowl of water.Another Englishman, John
Mervin Nooth, improved Priestley's design and sold his apparatus
for commercial use in pharmacies. Swedish chemistTorbern
Bergmaninvented a generating apparatus that made carbonated water
from chalk by the use of sulfuric acid. Bergman's apparatus allowed
imitation mineral water to be produced in large amounts. Swedish
chemistJons Jacob Berzelius started to add flavors (spices, juices,
and wine) to carbonated water in the late eighteenth century.Soda
Fountain pioneersArtificial mineral waters, usually called "soda
water", and thesoda fountainwere mostly popular in the United
States.Beginning in 1806,Yale Universitychemistry professorBenjamin
Sillimansold soda waters in New Haven, Connecticut. He used a Nooth
apparatus to produce his waters. Businessmen in Philadelphia and
New York City also began selling soda water in the early 19th
century. In the 1830s,John Matthewsof New York City and John
Lippincott of Philadelphia began manufacturing soda fountains. Both
men were successful and built large factories for fabricating
fountains.Soda fountains vs. Bottled SodasIn 19th centuryAmerica,
the drinking of either natural or artificial mineralwaterwas
considered a healthy practice and promoted by advocates
oftemperance. The American pharmacists selling mineral waters began
to add herbs and chemicals to unflavored mineral water. They used
birch bark (seebirch beer),dandelion,sarsaparilla, fruit extracts,
and other substances. Flavorings were also added to improve the
taste. Pharmacies with soda fountains became a popular part of
American culture. Many Americans frequented the soda fountain on a
daily basis. Due to problems in the U.S. glass industry, bottled
drinks were a small portion of the market in the 19th century.
(However, they were known in England. InThe Tenant of Wildfell
Hall, published in 1848, the caddish Huntingdon, recovering from
months of debauchery, wakes at noon and gulps a bottle of
soda-water.) In America, most soft drinks were dispensed and
consumed at a soda fountain, usually in a drugstore or ice cream
parlor. In the early 20th century, sales of bottled soda increased
exponentially. In the second half of the 20th century, canned soft
drinks became an important share of the market.Soft Drink bottling
industryOver 1,500 U.S. patents were filed for either a cork, cap,
or lid for the carbonated drinkbottle topsduring the early days of
the bottling industry. Carbonated drinkbottlesare under great
pressure from the gas. Inventors were trying to find the best way
to prevent the carbon dioxide or bubbles from escaping. In 1892,
the "Crown Cork Bottle Seal" was patented byWilliam Painter, a
Baltimore, Maryland machine shop operator. It was the first very
successful method of keeping the bubbles in the bottle.Automatic
production of glass bottlesIn 1899, the first patent was issued for
aglass-blowingmachine for the automatic production of glass
bottles. Earlier glass bottles had all beenhand-blown. Four years
later, the new bottle-blowing machine was in operation. It was
first operated by the inventor,Michael Owens, an employee of Libby
Glass Company. Within a few years, glass bottle production
increased from 1,400 bottles a day to about 58,000 bottles a
day.Home Packs and vending machinesDuring the 1920s, "Home-Packs"
were invented. "Home-Packs" are the familiarsix-pack cartonsmade
from cardboard.Vending machinesalso began to appear in the 1920s.
Since then, soft drink vending machines have become increasingly
popular. Both hot and cold drinks are sold in these self-service
machines throughout the world.Growth Promotional ActivitiesThe
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, thums 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 lakh outlets across the country in
FY00, which the company is planning to increase to 8 lakhs by FY01.
On the other hand PepsiCo`s distribution network had 6 lakh outlets
across the country during FY00 which it is planning to increase to
7.5 lakh by FY01.TypesSoft drinks are available in glass bottles,
aluminium 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 are of 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.
SOFT DRINK PRODUCTIONSoft drinks are made by mixing dry
ingredients and/or fresh ingredients (for example, lemons, oranges,
etc.) with water. Production of soft drinks can be done at
factories or at home.Soft drinks can be made at home by mixing
either asyrupor dry ingredients with carbonated water. Carbonated
water is made using asoda siphonor ahome carbonation systemor by
dropping dry ice into water. Syrups are commercially sold by
companies such asSoda-Club; dry ingredients are often sold in
pouches, in the style of the popular U.S. drink mixKool-Aid.Drinks
likeginger aleandroot beerare often brewed usingyeastto cause
carbonation.Ingredient qualityOf most importance is that the
ingredient meets the agreed specification on all major parameters.
This is not only the functional parameter (in other words, the
level of the major constituent), but the level of impurities, the
microbiological status, and physical parameters such as color,
particle size, etc.Potential Alcohol contentA report in October
2006 demonstrated that some soft drinks contain measurable amounts
of alcohol. In some older preparations, this resulted from natural
fermentation used to build the carbonation. In the United States,
soft drinks (as well as other beverages such asnon-alcoholic beer)
are allowed by law to contain up to 0.5%alcohol by volume. Modern
drinks introduce carbon dioxide for carbonation, but there is some
speculation that alcohol might result from fermentation of sugars
in an unsterile environment. A small amount of alcohol is
introduced in some soft drinks where alcohol is used in the
preparation of the flavoring extracts such asvanilla extract.SOFT
DRINKS INDUSTRY IN INDIASoft drinks in India industry profile
top-line qualitative and quantitative summary information including
market size. The profile also contains description of the leading
players including key financial metrices and analysis of
competitive pressures within the market. Essential resource for
top-line data and analysis covering the India soft drinks market
rates.
The soft drinks market consists of retailed sale of bottled
water, carbonates, concentrates, functional drinks, juices, RTD tea
and coffee, and smoothies. However the total market vol.ume for
soft drinks market excludes the concentrates category. The market
is valued according to retail selling price and includes any
applicable taxes.
SOFT DRINKS TIMELINE
1798The term "soda water" first coined.
1810First U.S. patent issued for the manufacture of imitation
mineral waters.
1819The "soda fountain" patented by Samuel Fahnestock.
1835The first bottled soda water in the U.S.
1850A manual hand & foot operated filling & corking
device, first used for bottling soda water.
1851Ginger alecreated in Ireland.
1861The term "pop" first coined.
1874The firstice-creamsoda sold.
1876Root beermass produced for public sale.
1881The first cola-flavored beverage introduced.
1885Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886Dr. John S. Pemberton invented "Coca-Cola" in Atlanta,
Georgia.
1892William Painter invented the crown bottle cap.
1898"Pepsi-Cola" is invented by Caleb Bradham.
1899The first patent issued for a glass blowing machine, used to
produce glass bottles.
1913Gas motored trucks replaced horse drawn carriages as
delivery vehicles.
1919The American Bottlers of Carbonated Beverages formed.
1920The U.S. Census reported that more than 5,000 bottlers now
exist.
Early 1920`sThe first automaticvending machinesdispensed sodas
into cups.
1923Six-pack soft drink cartons called "Hom-Paks" created.
1929The Howdy Company debuted its new drink "Bib-Label Lithiated
Lemon-Lime Sodas" later called "7 Up". Invented by Charles Leiper
Grigg.
1934Applied color labels first used on soft drink bottles, the
coloring was baked on the face of the bottle.
1952The first diet soft drink sold called the "No-Cal Beverage"
a gingerale sold by Kirsch.
1957The firstaluminum cansused.
1959The first diet cola sold
1962The pull-ring tab first marketed by the Pittsburgh Brewing
Company of Pittsburgh, PA. The pull-ring tab was invented by
Alcoa
1963The Schlitz Brewing company introduced the "Pop Top" beer
can to the nation in March, invented by Ermal Fraze of Kettering,
Ohio
1965Soft drinks in cans dispensed from vending machines.
1965The reseal able top invented.
1966The American Bottlers of Carbonated Beverages renamed The
National Soft Drink Association.
1970Plasticbottles are used for soft drinks.
1973The PET (Polyethylene Terephthalate) bottle created.
1974The stay-on tab invented. Introduced by the Falls City
Brewing Company of Louisville, KY. 1979Mello Yello soft drink is
introduced by the Coca Cola Company as competition against Mountain
Dew.
1981The "talking"vending machineinvented.
Mid-80`sCaffeine-free and low-sodium soft drinks gain
popularity.
Early 1990`sClear colas manufacture
1991Soft drink companies begin using PET bottles.
1993Number of soft drink containers recycled since the first
Earth Day in 1970, reaches 384 billion.
HISTORY OF COCA-COLAThe product that has given the world its
best-known taste was born I Atlanta, Georgia, on May 8, 1886. Dr.
John Stith Pemberton, a local pharmacist, produced the syrup for
Coca-Cola, and carried a jug of the new product down the street to
Jacob`s pharmacy, where it was sampled, pronounced excellent and
placed on sale for five cents a glass as a soda fountain drink that
was at once Delicious and Refreshing, a theme that continues to
echo today wherever Coca-Cola is enjoyed.Thinking that the two Cs
would look well in advertising, Dr. Pemberton`s partner and
bookkeeper, Frank M. Robinson, suggested the name and penned the
now famous trademark Coca-Cola in his unique script. The first
newspaper as for Coca-Cola soon appeared in The Atlanta Journal,
inviting thirsty citizens to try the new and popular soda fountain
drink. Hand painted oilcloth signs reading Coca-Cola appeared on
store awnings, with the suggestion Drink added to inform passerby
that the new beverage was for soda fountain refreshment. During the
first year, sales averaged a modest nine drinks per day.Dr.
Pemberton never realized the potential of the beverage he created.
He gradually sold portions of his business to various partners and
just prior to his death in 1888, sold his remaining interese in
Coca-Cola to Asa G. Candler. An Atlanta with great business acumen,
Mr. Candler proceeded to buy additional rights and acquire complete
control.THE COCA-COLA BUSINESS IN INDIA While the coca-cola Company
is a global company with some of the world`s most widely recognized
brands, the coca-cola business in India, as in each country where
the company operates, is a local business. The beverages are
produced locally, employing Indian citizens, the product range and
marketing reflect Indian tastes and lifestyles, and the company is
deeply involved in the life of the local communities in which
company operate.INVESTMENT, EMPLOYMENT AND ECONOMIC IMPACTCoca-cola
India has made significant investments to build and make
continually improve its business in India, including new production
facilities, wastewater treatment plants, and distribution systems
and marketing equipment. During the past decade, the coca-cola has
invested more than US$1 billion in India. As such coca-cola is one
of the country`s top international investors. In 2003, coca-cola
India pledged to invest a further US$100 million in its
operations.The coca-cola business system directly employs
approximately 10,000 local people in india. In addition, several
independent studies have documented that, by providing
opportunities for local enterprises, the coca-cola business also
generates a significant employment multiplier effect. In India. We
indirectly create employment for more than 125,000 people in
related industries through our vast procurement, supply and
distribution system. BOTTLING OPERATIONSThe coca-cola system in
India comprises 27 wholly-owned company-owned bottling operations
and another 17 franchisee-owned bottling operations. A network of
29 contract- packers also manufactures a range of products for the
company.Almost all the goods and services required to produce and
market coca-cola in India is made locally, sometimes with th help
of technology and skills from the company. The complexity of the
Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate
the narrow alleyways of Indian cities, and trademarked tricycles
and pushcarts.MARKETINGWhile brand direction and themes for our
global brands are created at a global level, specific marketing
programmes for our products are determined locally. In early 2003,
Coca-cola India collected Advertiser of the year and Campaign of
the Year awards for the Thanda Matlab Coca-cola all-media campaign.
Innovation has been the hallmark of other marketing campaigns, with
the Company racking up firsts in the introduction ofcanned and PET
soft drinks, vending machines and backpack dispensers foir crowds
of cricket supporters.QUALITYCoca cola consider the consistent high
quality of beverages to be one of his business` primary assets. In
India, as in each country where the company produces the beverages,
the Coca-cola system adheres not only to national laws on food
processing and labeling, but also to our own strict standards for
exceptional quality. In everything we do, from the selection of
ingredients to the production of our beverages and their delivery
to the marketplace, when use our specialized quality management
system. The Coca-cola quality system, to ensure that we are
offering consumers only the highest quality products. We monitor
our success through our customer and consumer feedback and our
in-trade monitoring programmers, and this information enables us to
continuously improve our already demanding systems.
ENVIRONMENTCoca-cola India is supporting community-based
rainwater harvesting projects in rural and urban areas to help
restore water levels and promote community education in ways to
conserve natural resources. These initiatives have benefited over
10,000 Delh8i residents, as well as local community members, both
in areas surrounding coca-cola bottling plants and elsewhere.
HEALTHCARECoca-cola in India is partnering with NGOs as well as
St. John`s Ambulance Brigade (Red Cross) to provide free medical
facilities and information to poor people who cannot afford to
visit hospital facilities. These efforts are helping tens of
thousands of underprivileged people in seven states in India, as
well as several villages near Coca-Cola bottling plants.The company
has also supported a range of other national initiatives, such as a
major polio-eradication drive and d5rought-relief programmed, in
addition to support towards the National Cricket Championship for
the Blind, and National Athletics meetings for the physically
challenged.
HISTORY OF PEPSIThe Pepsi-cola story itself begins with a
drugstore in New Brn, North Carolina, and a pharmacist named Caleb
Bradham. Bradham`s aim was to create fountain drink that was both
delicious and healthful in aiding digestion and boosting energy. It
would be free of the impurities found in many bottled health
tonics, and it would contain none of the stronger narcotics often
added to popular fountain drinks. As most pharmacies in 1896,
Bradhams`s drugstore housed a soda fountain where the small town
clientele would meet to socialize. Bradhman`s establishment even
featured a kind of primitive jukebox, which for a nickel would
entertain the listener with the latest musical selections rendered
by violin or piano or both.It was at such convivial gatherings that
Bradham would offer his latest concoction. Over tine, one of his
recipes became known as Brad`s Drink. A member of the press
declared, It has sparkler and just enough acidity to make it
pleasant. Soon its popularity would exceed the boundaries of New
Bern.The cellar of Bradham`s drugstore served as the original site
of Pepsi-cola syrup manufacturing. Electing to start his new
business on a small, manageable scale, Bradham based his operation
on familiar territory. Ingredients were hauled downstairs to
cramped quarters where they were mixed together and then cooked in
a large kettle. The syrup was subsequently poured into one-gallon
jugs and five-gallon kegs to be shipped to customers.By 1902, the
demand from surrounding drugstores increased so dramatically it
dawned on Bradham that Pepsi-cola was something special. On
December 24, 1902, he filed incorporation papers with the state of
North Carolina; in these, he indicated his plans for corporate
branches in Virginia, Maryland, Pennsylvania, and New York.The
business 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 theme line "Exhilarating,
Invigorating, Aids Digestion." He also began awarding franchises 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 following year, and 40 by 1907. By the end of 1910, there
were Pepsi-Cola franchises in 24 states.Pepsi-Cola's first bottling
line resulted from some less-than-sophisticated engineering in the
back room of Caleb's pharmacy. Building a strong franchise system
was one of Caleb's greatest achievements. Local Pepsi-Cola
bottlers, entrepreneurial in spirit and dedicated to the product's
success, provided a sturdy foundation. They were the cornerstone of
the Pepsi-Cola enterprise. 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 headquarters so spectacular that the
town of New Bern pictured it on a postcard. Famous racing car
driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully
drink...refreshing, invigorating, a fine bracer before a race." The
previous year, Pepsi had been one of the first companies in the
United States to switch from horse-drawn transport to motor
vehicles, and Caleb's business expertise captured widespread
attention. He was even mentioned as a possible candidate for
Governor. A 1913 editorial in the Greensboro Patriot praised him
for his "keen and energetic business sense."Pepsi-Cola enjoyed 17
unbroken years of success. Caleb now promoted Pepsi sales with the
slogan, "Drink Pepsi-Cola. It will satisfy you." Then came World
War I, and the cost of doing business increased drastically. Sugar
prices see sawed between record highs and disastrous lows, and so
did the price of producing Pepsi-Cola. Caleb was forced into a
series of business gambles just to survive, until finally, after
three exhausting years, his luck ran out and he was bankrupted. By
1921, only two plants remained open. It wasn't 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-Cola as an opportunity to
discontinue an unsatisfactory business relationship with the
Coca-Cola Company, and at the same time to add an attractive
drawing card to Loft's soda fountains. He was right. After five
owners and 15 unprofitable years, Pepsi-Cola was once again a
thriving national brand. One oddity of the time, for a number of
years, all of Pepsi-Cola's sales were actually administered from a
Baltimore building apparently 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 rarity 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.
1898:- Caleb Bradham, a New Bern, North Carolina, pharmacist,
renames "Brad's Drink," a carbonated soft drink he created to serve
his drugstore's fountain customers. The new name, Pepsi-Cola, is
derived from two of the principal ingredients, pepsin 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 pharmacist's concoction, Bradham's
advertising praises his drink as "Exhilarating, invigorating, aids
digestion."1905:- A new logo appears, the first change from the
original 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 becomes
Pepsi's first celebrity endorser 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.1934:- Pepsi begins selling a 12-ounce bottle for five
cents, the same price charged by its competitors for six 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 Nickel" to increase consumer awareness of
Pepsi's value advantage.1940:- Pepsi makes advertising history with
the first advertising jingle ever broadcast nationwide. "Nickel,
Nickel" will eventually become a hit record and will be translated
into 55 languages. A new, more modern logo is adopted. 1941:- In
support of America's war effort, Pepsi changes the color of its
bottle crowns to red, white and blue. A Pepsi canteen in Times
Square, New York, operates throughout the war, enabling more than a
million families to record messages for armed services personnel
overseas.1943:- The "Twice as Much" advertising strategy expands to
include the theme, "Bigger Drink, Better Taste."1949:- "Why take
less when Pepsi's best?" is added to "Twice as Much"
advertising.1950:- "More Bounce to the Ounce" becomes Pepsi's new
theme as changing soft drink economics force Pepsi to raise prices
to competitive levels. The logo is again updated.1953:- Americans
become more weight conscious, and a new strategy based on Pepsi's
lower caloric content is implemented with "The Light Refreshment"
campaign.1954:- "The Light Refreshment" evolves to incorporate
"Refreshing Without Filling."1958:- Pepsi struggles to enhance its
brand image. Sometimes referred to as "the kitchen cola," as a
consequence of its long-time positioning as a bargain brand, Pepsi
now identifies itself with young, fashionable consumers with the
"Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle
replaces Pepsi's earlier straight-sided bottle.1959:- Soviet
Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon
meet in the soon-to-be-famous "kitchen debate" at an international
trade fair. The meeting, over Pepsi, is photo-captioned in the U.S.
as "Khrushchev Gets Sociable."1961:- Pepsi further refines its
target audience, recognizing the increasing importance of the
younger, post-war generation. "Now it's Pepsi, for Those who think
Young" defines youth as a state of mind as much as a chronological
age, maintaining the brand's appeal to all market segments.1963:-
In one of the most significant demographic events in commercial
history, the post-war baby boom emerges as a social and marketplace
phenomenon. Pepsi recognizes the change, and positions Pepsi as the
brand belonging to the new generation-The Pepsi Generation. "Come
alive! You're 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, Diet Pepsi, is introduced into Pepsi-Cola
advertising.1966:- Diet Pepsi's 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, Mountain Dew, a regional brand
acquired in 1964, airs for the first time, built around the
instantly recognizable tag line, "Ya-Hoo, Mountain Dew!" 1967:-
When research indicates that consumers place a premium on Pepsi's
superior taste when chilled, "Taste that beats the others cold.
Pepsi pours it on" emphasizes Pepsi's product superiority. The
campaign, while product-oriented, adheres closely to the energetic,
youthful, lifestyle imagery established in the initial Pepsi
Generation campaign.1969:- "You've got a lot to live. Pepsi's got a
lot to give" marks a shift in Pepsi Generation advertising
strategy. Youth and lifestyle are still the campaign's driving
forces, but with "Live/Give," a new awareness and a reflection of
contemporary events and mood become integral parts of the
advertising's texture.1973:- Pepsi Generation advertising continues
to evolve. "Join the Pepsi People, Feelin' Free" captures the mood
of a nation involved in massive social and political change. It
pictures us the way we are-one people, but many
personalities.1975:- The Pepsi Challenge, a landmark marketing
strategy, convinces millions of consumers that Pepsi's taste is
superior.1976:- "Have a Pepsi Day" is the Pepsi Generation's upbeat
reflection of an improving national mood. "Puppies," a 30-second
snapshot of an encounter between a very small boy and some even
smaller dogs, becomes an instant commercial classic.1979:- With the
end of the '70s comes the end of a national malaise. Patriotism has
been restored by an exuberant celebration of the U.S. bicentennial,
and Americans are looking to the future with renewed optimism.
"Catch that Pepsi Spirit!" catches the mood and the Pepsi
Generation carries it forward into the '80s.1982:- With all the
evidence showing that Pepsi's taste is superior, the only question
remaining is how to add that message to Pepsi Generation
advertising. The answer? "Pepsi's got your Taste for Life!," a
triumphant celebration of great times and great taste.1983:- The
soft drink market grows more competitive, but for Pepsi drinkers,
the battle is won. The time is right and so is their soft drink.
It's got to be "Pepsi Now!"1984:- A new generation has emerged-in
the United States, around the world and in Pepsi advertising, too.
"Pepsi. The Choice of a New Generation" announces the change, and
the most popular entertainer of the time, Michael Jackson, stars in
the first two commercials of the new campaign. The two spots
quickly become "the most eagerly awaited advertising of all time."
1985:- Lionel Richie leads a star-studded parade into "New
Generation" advertising followed by pop music icons Tina Turner and
Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part
of it, as are film and television stars Teri Garr and Billy
Crystal. Geraldine Ferraro, the first woman nominated to be vice
president of the U.S., stars in a Diet Pepsi spot. And the
irrepressible Michael J. Fox brings a special talent, style and
spirit to a series of Pepsi and Diet Pepsi commercials, including a
classic, "Apartment 10G."1987:- After an absence of 27 years, Pepsi
returns to Times Square, New York, with a spectacular 850-square
foot electronic display billboard declaring Pepsi to be "America's
Choice." 1988:- Michael Jackson returns to "New Generation"
advertising to star in a four-part "episodic" commercial named
"Chase." "Chase" airs during the Grammy Awards program and is
immediately hailed by the media as "the most-watched commercial in
advertising history."1989:- "The Choice of a New Generation" theme
expands to categorize Pepsi users as "A Generation Ahead!" 1990:-
Teen stars Fred Savage and Kirk Cameron join the "New Generation"
campaign, and football legend Joe Montana returns in a spot
challenging other celebrities to taste test their colas against
Pepsi. Music legend Ray Charles stars in a new Diet Pepsi campaign,
"You got the right one baby."1991:- "You got the Right one Baby" is
modified to "You got the Right one Baby, Uh-Huh!" The "Uh-Huh
Girls" join Ray Charles as back-up singers and a campaign soon to
become the most popular advertising in America is on its way.
Supermodel Cindy Crawford stars in an award-winning commercial made
to introduce Pepsi's updated logo and package graphics.1992:-
Celebrities join consumers, declaring that they "Gotta Have It."
The interim campaign supplants "Choice of a New Generation" as work
proceeds on new Pepsi advertising for the '90s. Mountain Dew growth
continues, supported by the antics of an outrageous new Dew Crew
whose claim to fame is that, except for the unique great taste of
Dew, they've "Been there, Done that, Tried that."1993:- "Be Young,
Have fun, Drink Pepsi" advertising starring basketball superstar
Shaquille O'Neal is rated as best in U.S.1994:- New advertising
introducing Diet Pepsi's freshness dating initiative features Pepsi
CEO Craig Weather up 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 year's national advertising championship.COMPANY PROFILEAbout
PepsiCo
PepsiCo is a global food and beverage leader with net revenues
of more than $65 billion and a product portfolio that includes 22
brands that generate more than $1 billion each in annual retail
sales. Our main businesses Quaker, Tropicana, Gatorade, Frito-Lay
and Pepsi-Cola make hundreds of enjoyable foods and beverages that
are loved throughout the world. PepsiCos people are united by our
unique commitment to sustainable growth by investing in a healthier
future for people and our planet, which we believe also means a
more successful future for PepsiCo. We call this commitment
Performance with Purpose: PepsiCos promise to provide a wide range
of foods and beverages from treats to healthy eats; to find
innovative ways to minimize our impact on the environment by
conserving energy and water and reducing packaging volume; to
provide a great workplace for our associates; and to respect,
support and invest in the local communities where we operate.
PepsiCo India Region: Leadership through Performance with
PurposePepsiCo entered India in 1989 and in a short period, has
grown into one of the largest food and beverage businesses in the
country. PepsiCo growth in India has been guided by its global
vision of Performance with Purpose. This means that while
businesses maximize shareholder value, they have a responsibility
to all the stakeholders, including the communities in which they
operate, the consumers they serve and the environment whose
resources they use.
Large investor and one of the largest food & beverage
businesses in India:One of the largest US multinational investors
in the country, PepsiCo has been consistently investing in India
and has built an expansive beverage and snack food business
supported by 38 beverage plants and 3 food plants. PepsiCo and its
partners recently announced an additional targeted investment of
Rs. 33,000 Crore in India by 2020 in the areas of product
innovation, increasing manufacturing capacity, ramping up market
infrastructure, strengthening supply chain and expanding companys
agriculture programme. PepsiCo Indias diverse portfolio includes
iconic brands like Pepsi, Lays, Kurkure, Tropicana, Gatorade and
Quaker. In two decades, the company has been able to organically
grow eight brands that generate Rs. 1000 crores or more in
estimated annual retails sales and are household names, trusted
across the country.
A growing portfolio of enjoyable and wholesome snacks and
beverages:PepsiCo Indias portfolio reflects its commitment to
nourish consumers with a diverse range of fun and healthier
products. The portfolio includes several healthier treats like
Quaker Oats, Tropicana juices, Tropicana fruit powders, rehydrator
Gatorade, Tata Water plus, Lays baked range, Quaker flavored oats
and Quaker Nutri Upma & Nutri Poha breakfast range with the
power of wholegrain.
Model partnership with over 24,000 farmers:PepsiCo India has
pioneered and established a model of partnership with farmers and
now works with over 24,000 happy farmers across nine states. More
than 45 percent of these are small and marginal farmers with a land
holding of one acre or less. PepsiCo provides 360-degree support to
the farmer through assured buy back of their produce at pre-agreed
prices, quality seeds, extension services, disease control
packages, bank loans, weather insurance, and the latest
technological practices. The association with PepsiCo India has not
only raised the incomes of small and marginal farmers, but also
their social standing.
Global leader in water conservation:In 2009, PepsiCo India
achieved a significant milestone, by becoming the first business to
achieve Positive Water Balance in the beverage world, and has been
Water Positive since then. This fact has been independently assured
by Deloitte Touch Tohmatsu India Pvt. Ltd. In 2012, PepsiCo India
saved 8.2 billion litres more that it consumed in its manufacturing
operations. The company made this possible through innovative
irrigation practices like direct seeding, community water
recharging initiatives, and by reducing the consumption of water in
its manufacturing facilities. PepsiCo is lauded for its efforts for
water conservation and has received numerous awards such as CII
National award for water management, Water Digest award for water
practices and Golden Peacock award for water conservation amongst
others.
Care for the environment:PepsiCo India is now focused on
reducing its carbon footprint. More than 40 per cent of its energy
is today generated from renewable sources such as bio mass &
rice husk boilers and wind turbines. Initiatives such as reduction
in use of chemicals, eco-friendly packaging initiatives and
efficient waste management help reduce load on the environment.
PepsiCo in partnership with the NGO Exnora and local municipalities
has also been working on a unique waste collection and treatment
program called Waste-to-Wealth. The award winning programme has
positively impacted more than 5,00,000 people.
Exemplary employment practices:PepsiCo India provides direct and
indirect employment to almost 2,00,000 people. The company believes
in providing employment and growth opportunities to local talent.
Its College of Leadership, ensures early identification of talent,
and employees focused development through critical experiences.
PepsiCo firmly believes that encouraging diversity means
encouraging policies and systems that respect peoples special
needs. Not only does PepsiCo have a vibrant and diverse workforce,
it takes the utmost care to make dynamic business leaders of its
employees and foster their career and personal growth through
differentiated experiences and a robust leadership development
model.
COMPANY`S MISSION AND VISION
OUR MISSION Our mission is to be the world's premier consumer
products company focused on convenient foods and beverages. We seek
to produce financial rewards to investors even as we provide
opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in
everything we do, we strive for honesty, fairness and
integrity.
OUR VISIONPepsiCo's responsibility is to continually improve all
aspects of the world in which we operate environmental, social,
economic creating a better tomorrow than today.Our vision is put
into action through programmes and a focus on environmental
stewardship, activities to benefit society and a commitment to
build shareholder value by making PepsiCo a truly sustainable
company.
PepsiCo Values & PhilosophyPepsiCo`s values and philosophy
are a reflection of the socially and environmentally responsible
company we aspire to be. They are the foundation for every business
decision we make.CommitmentPepsiCo is committed to delivering
sustained growth through empowered people acting responsibly and
building trust. Sustained GrowthIt is fundamental to motivating and
measuring our success. Our quest for sustained growth stimulates
innovation, places a value on results and helps us understand
whether today's actions will contribute to our future. It is about
the growth of people and company performance. It prioritizes both
making a difference and getting things done.
Empowered PeopleIt means we have the freedom to act and think in
ways that we feel will get the job done, while adhering to
processes that ensure proper governance and being mindful of
company needs beyond our own. Responsibility and TrustIt forms the
foundation for healthy growth. We hold ourselves both personally
and corporately accountable for everything we do. We earn the
confidence others place in us as individuals and as a company. By
acting as good stewards of the resources entrusted to us, we
strengthen that trust by delivering on our promises and remaining
committed to succeeding together.
GUIDING PRINCIPLES OF PEPSICO1. Care for our customers, our
consumers and the world we live in.We are driven by the competitive
spirit of the marketplace, but we direct this spirit toward
solutions that benefit both our company and our constituents. Our
success depends on a thorough understanding of our customers,
consumers and communities. To foster this spirit of generosity, we
go the extra mile to show we care.
2. Sell only products we can be proud of.The true test of our
standards is that we are able, without reservation, to consume and
personally endorse the products we sell. Our absolute endorsement
extends to every part of the business, from the purchase of
ingredients to the point where our products reach consumers.
3. Speak with truth and candour.We tell the whole story, not
just what is convenient to our individual goals. In addition to
being clear, honest and accurate, we take responsibility for
ensuring that our communications are understood.
4. Balance the short term and long term.In every decision, we
weigh both short-term and long-term risks and benefits. Maintaining
this balance helps sustain our growth and ensures that our ideas
and solutions are relevant both now and in the future.5. Win with
diversity and inclusion.We embrace people with diverse backgrounds,
traits and ways of thinking. Our diversity brings new perspectives
into the workplace and encourages innovation, helps us identify new
market opportunities, develop new products and sustain our
commitment to growth through empowered people.
6. Respect others and succeed together.We depend on people who
can work together, whether in structured teams or through informal
collaboration. Mutual success depends on mutual respect, for both
those within and outside the company. While our company is built on
individual excellence, the value we attach to teamwork and mutual
respect turns our goals into accomplishments.
Global Code of Conduct of PepsiCo
At PepsiCo, we believe acting ethically and responsibly is not
only the right thing to do, but also the right thing to do for our
business.Our PepsiCo Global Code of Conduct (our Code) has been
revised effective October 1, 2012 to address changing laws that
impact our business. It is designed to provide our employees with
specific guidance on how to act ethically while performing work for
PepsiCo.All PepsiCo employees are expected to embrace the
principles of our Code and: Show respect in the workplace Act with
integrity in the marketplace Ensure ethics in our business
activities Perform work responsibly for our shareholderOur Code
remains our roadmap and compass for doing business the right way.
It reinforces our core Values and is the foundation of our
strategic mission of Performance with Purpose in fact, our Code is
the purpose behind our performance.OurSpeak Upreporting hotline is
an integral part of our culture of ethics and compliance at
PepsiCo. We encourage all employees, vendors, contractors and
customers to speak up about business situations that might conflict
with the Code, our Values, our policies and applicable law.
PEPSICO BRANDS PEPSI
Brand HistoryPepsi is a hundred-year-old brand loved by over 200
million people worldwide. The largest single selling soft drink
brand in India, Pepsi is ubiquitous on just about every social
occasion. Youngistan loves it. 200 million people worldwide love
it. But what has made Pepsi the single largest selling soft drink
brand in India is actually a formula concocted a century ago in a
faraway continent. 1886, the US. Caleb Bradman, a man with a plan
formulated a blockbuster of a digestive drink and decided to call
it Brads drink. The potion was to become Pepsi Cola in 1898, and
eventually, Pepsi in 1903. Since its inception, Pepsi has always
been at the forefront of the beverage industry and has come up with
revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable
plastic cola bottles and the enviable My Can.Brand Advantage Pepsi
has become a friend to youth and youth culture. Over generations,
youngsters have grown up with Pepsi and have shared an emotional
connect with it unlike with any other cola brand. Be it parties,
hangouts with friends, or just another day at home, a day is never
complete without the fizz of Pepsi! Pepsi has always fuelled youth
passions like cricket, Bollywood, music and now football. Youth
icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag,
Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have
endorsed Pepsi since its launch in India. Pepsi Changed the Game
during the 2011 cricket world cup by challenging convention,
celebrating the unorthodox and by becoming the official sponsor of
everything that was unofficial about the sport! Change the Game
even as a thought has gained enormous popularity and generated
tremendous buzz. Taking the same theme forward in 2012, Pepsi
changed the game yet again by taking the lead in celebrating the
exciting new platform of football. Having brought the biggest
international football stars and pitching them against the mighty
Indian cricketers in a classic faceoff for Pepsi is something which
only a brand like Pepsi can deliver.Quick Brand Facts Flagship
brand of PepsiCo. 100 year old brand loved by over 200 million
people worldwide. An iconic youth brand in India. The single
largest selling soft drink brand in India.
7UP
Brand History7UP, the refreshing clear drink with a natural
lemon and lime flavor was created in 1929. It was launched in India
in 1990 and its international mascot Fido Dido was used for
advertising in 1992, to position the brand as a cool drink for
youngsters. Fido became an instant hit with his trendy look,
laid-back attitude and unconventional take on life. 7UP is one of
the first to be nationally distributed besides being marketed as a
healthier alternative to other soft drinks.Brand Advantage7UP's
lemon refreshment picks you up and leaves you feeling upbeat. Its
sparkling, crisp lemon and lime flavor keeps you positive against
all odds. Just the perfect drink for a country that's simply
unputdownable by its share of downswings and challenges. We're
always upbeat about the present, and optimistic about our future.
7UPs brand philosophy - I Feel Up - celebrates this irrepressible
optimism.Did You Know?Over the years 7UP has engaged the youth with
its lemon based refreshing taste coupled with its refreshing
attitude towards life. This refreshing take of 7UP has been evident
in all its communication through the years. Over the years 7UP has
been serenaded by croonings of the svelte Yana Gupta got cajoled by
curvy Mallika Sehrawat was uniquely endorsed by Bappi Lahiri, its
take on life popularized by Sharman Joshi, Allu Arjun, STR and
Puneeth Rajkumar. Most recently Irrfan Khan got refreshed by 7UP.
The Pepsi IPL teams of Chennai Super Kings and Hyderabad Sunrisers
also get their dose of refreshment from 7UP.7UP has always had a
huge presence in South India. The brand has been running its hugely
popular yearly program of 7UP Dance Pattalam. Apart from the large
prize money, the program provides a most coveted platform to the
Dancing talent from South India. Each year the love of the
consumers makes this program even bigger. The program has got
associations from some of the great dancing Superstars of the South
Allu Arjun, STR (Simbu) and Puneeth Rajkumar.
DUKE`S
Dukes LegacyFounded in 1889 by Dinshwaji Pandole, Dukes is a
brand that is seeped in Mumbais rich history. It was in many ways
the countrys first aerated soft drink and a pioneer on many fronts.
Many a generations have grown up enjoying the refreshing taste of
Dukes. Thus when PepsiCo India brought this brand in 1994, it also
inherited Dukes rich Mumbai legacy. While the Lemonadeflavour has
refreshed the consumers ever since, in September 2011 some more
flavours of Dukes , the delicious Raspberry and the sugary sweet
Ice-cream soda were relaunched. And with it was launched Dukes
Masala Soda, with its strong local flavour that has the consumers
wanting for more..
Dukes Refreshing Mumbai!!Just a year into its re-launch Dukes is
being loved by all Mumbaikars. While the old drink is for
nostalgia, the young are attracted to the unique flavours that
Dukes offers. Be it morning, after meal or in the evening breeze
Dukes flavours refresh you every time. As Dukes consumers say Dukes
is anAnytime Drink!!! The sweetRaspberryloved by the Parsi
community in Mumbai is getting many new connoisseurs. The
MumbaiMasala Sodaappeals to all with a very unique Indian taste.
Whats more the new party mixers launched under the Dukes name have
taken the young in city by storm. No party is complete without
theClassic Mojitoor theExotic Blue Lagoon!!!
Brand Facts Founded in 1889 by Dinshwaji Pandole a Parsi
gentleman Bought by PepsiCo in 1994 Relaunched in 2011
MIRINDA
2014 Brand CampaignMirinda has always stood for great bold taste
that unleashes uninhibited fun. Taking the promise forward, Mirinda
launched two new exciting flavors- Orange Mango and Orange Masala
which appeal to the Indian palette. While Orange Mango is the
perfect mix of the sweet candy taste of mango flavor and the
tanginess of original Mirinda Orange; Orange Masala tickles the
taste buds with a hint of fruit masala flavor added to Mirinda
Orange. The launch was supported by a robust 360-degree campaign
including outdoor, online and a consumer engagement programme to
bring alive the taste experience.Brand HistoryMirinda is an
international soft drink brand from Spain that was launched in
India in 1991. The irresistible taste of Mirinda was communicated
through our 1996 Mirinda Men campaign, the 2000 Taste Pe Atka,
Mirindaaaa campaign and the Taste Aisa Chaye Character Fisla Jaye
campaign of 2003. In 2008, the brand decided to up the ante and
deliver a brand philosophy that would resonate strongly with
consumers. Consequently, Mirinda adopted a bold and vibrant colour,
great orangey taste and sparkling bubbles that encouraged one to be
more carefree, spontaneous and playful and occasionally give in to
an impulse of uninhibited fun. This was conveyed through the
Pagalpanti Bhi Zaroori Hai campaign with Asin in 2008. In 2009,
Mirinda established orange as the core of the brand with Orange
Dikha Toh Mooh Bola Mirindaaaa.Quick Brand Facts 1991: Mirinda
Orange launched in India. 1998: Mirinda Lemon launched in
India.
MOUNTAIN DEW
Brand HistoryThe main formula of Mountain Dew was invented in
Virginia. The drink was named and first marketed in Johnson City,
Tennessee and Knoxville, Tennessee in 1948.In India, Mountain Dew
set the soft drink category ablaze in 2003 with its iconic launch
campaign Cheetah Bhi Peeta Hai.Brand AdvantageIt is a soft drink
that exhilarates like no other because of its active, high-energy,
extreme citrus taste. The idea of daring, challenges, a can do
attitude, adventure and exhilaration are deeply entrenched in its
brand DNA. The brand has always celebrated the bold, adventurous
and rebellious spirit of youth. This is reflected in the
high-adrenaline advertising of the brand and its connection to
outdoor adventure.Did You Know?Darr Ke Aage Jeet HaiIn 2007, the
brand was re-launched with a completely new, punchier formulation.
Communication aimed at forging a strong emotional connect with the
audience. Thus began the Darr Ke Aage Jeet Hai campaign, which
acknowledged that fear was a very real aspect of the world of
adventure and Mountain Dew wanted young people to believe in
themselves in their moment of fear. For beyond fear lay
victory.
Quick Brand Facts Mountain Dew was invented in Virginia in 1948.
It was launched in India in 2003.
NIMBOOZ
Brand History7UP Nimbooz was launched in India on the 28th of
February 2009 and its folio expanded with the introduction of its
variant, 7UP Nimbooz Masala Soda. 7UP Nimbooz Masala Soda is a
unique offering that combines the authenticity of 7UP Nimbooz, cool
of 7UP and the edge of masala.Brand AdvantageWith real lemon juice,
7UP Nimbooz adds to the lemon credentials of the 7UP portfolio and
firmly establishes it as a dominant player in the juice-based
drinks category. Its bubblier and tangier cousin 7UP Nimbooz Masala
Soda is a lip-smacking explosion of taste that'll refresh you like
no other drink can. 7UP Nimbooz Masala Soda also has the goodness
of real lemon juice, which makes it a healthy option as
well.Locally Relevant Taste7UP Nimbooz and 7UP Nimbooz Masala Soda
are great tasting products. They have capitalized on the existing
familiarity and high consumption of unpackaged / home-made nimbu
pani and deliver the same refreshment in a hygienic and convenient
format. The refreshing properties of lemon and the goodness of
natural ingredients makes it an instant recharge.Convenience and
HygieneAvailable in convenient and hygienic packaging, 7UP Nimbooz
and 7UP Nimbooz Masala Soda can be enjoyed anytime, anywhere.Quick
Brand Facts Indias first nationally-available packaged Nimbu Pani.
It was launched in India in 2009. 7UP Nimbooz Masala Soda was
launched in India in 2012. The product offering of Real lemon juice
+ Masala + Soda gives a taste so refreshingly unique that we had to
coin a new name for it Chatpataka. Even though the brand was
launched in a small geography, the response that it has received
from consumers has been phenomenal. During its three years of
existing the brand has been able to garner a huge fan following.
Watch this space for more news from the brand.
SLICE
Brand HistorySlice was launched in India in 1993 as a refreshing
mango drink and quickly went on to become a leading player in the
category. In 2008, Slice was relaunched with a winning product
formulation that made consumers fall in love with its taste. With
new pack graphics and clutter-breaking advertising, Slice has built
a powerful appeal.Brand AdvantageWith the launch of the Aamsutra
campaign in 2008, its winning taste and appealing pack graphics,
Slice created a great deal of excitement in its category and
celebrated the indulgence in mangoes like no other brand had done
before.While other players have portrayed the mango as a simple and
innocent fruit, Slice celebrates the sheer indulgence and
sensuality involved in consuming a mango. The creative Aamsutra
idea communicates the experience of extreme sensuous pleasure
through the act of drinking Slice.Slice was the first brand ever in
the Juice and Juice Drinks category to sign on Bollywood diva
Katrina Kaif as the brand ambassador for Slice.In 2009, Slice took
the notion of indulgence to a whole new level with the launch of
the Slice Pure Pleasure Holidays, giving its consumers a chance to
win luxurious all-expenses-paid holidays to dream European
destinations like Paris, Vienna, Greece and Venice.
Quick Brand Facts Slice was launched in India in 1993 Slice
Mangola was introduced in 1994.EXTERNAL AWARDS RECEIVED BY PEPSICO
Doc T.S.R. Murali, Head R&D, was awarded a Gold Medal by
Secretary, Ministry of Food Processing, and Government of India for
his outstanding contribution in supporting R&D, Innovation and
growth of Food Processing Sector in India. Satharia plant was
awarded LEED (Leadership in Energy and Environmental Design) Gold
Green Certification by Indian Green Building Council. India Region
Finance and BIS team won UKs Adam Smith award in collaboration with
Citibank for Best practices and innovation under the section Asia
Pacific Regional Award for Best Practices in the Highly Commended
category. PepsiCo India won the award for Excellence in Developing
the Leaders of Tomorrow at the second edition of the SHRM (Society
for Human Resource Management) India HR Awards. PepsiCo Indias
Sangareddy Plant was recognized by CII with Commendation
Certificate for Strong Commitment to Excel in Food Safety in the
category of Large Manufacturing Food Businesses Beverages. PepsiCo
Indias Sathariya, plant won the CII Award for Outstanding
Performance in Food Safety Excellence in the Category of Rising
Star; Large Manufacturing Food Businesses Beverages.
INTRODUCTION TO CUSTOMER SATISFACTIONSatisfaction is a person`s
feeling of pressure or disappointment resulting from comparing a
products perceived performance in relation to is/her expectations.
if the performance falls short of expectations, the customer is
satisfied. If the performance exceeds expectations the customer is
highly satisfied. Many companies are aiming for high satisfaction
because they are much less ready to switch. Buyer`s expectations
formed on the basis of past buying experience, friend`s and
associates advice and marketers and competitor`s information and
promises. If marketers raise expectations too high, the buyer is
likely to be disappointed. even if the company sets expectations
too low, it won`t attract enough buyers,. So, the expectations
should match the performance.A customer is the most important
person even in any company.A customer never dependant on company,
but the company dependant on him.A customer is a person who brings
company his wants. It is company`s job to handle them profitably to
him and to company.A customer is not an interruption of marketer`s
work he is the purpose of it.CUSTOMER VALUEOur premise is the
customers will buy from the firm that the perceive offers the
highest customers delivered value. Customers delivered value is the
difference between total customer value and total customer cost.
Total customer value is the bundle of benefits customers expect
from a given product or service. Total customer cost is the bundle
of costs consumers expect to incur in evaluating, obtaining, using
and disposing of the product or service.CUSTOMER SATISFACTION IN
SEVEN STEPS:-1. Encourage face to face dealingsThis is the most
downright scary part of interacting with a customer. If you are not
used to this sort of thing it can be a pretty nerve-wrecking
experience. Rest assured, though, it does get easier over time.
It`s important to meet your customers face to face at least once or
even twice during the course of a project2. Respond to messages
promptly and keep your clients informed This goes without saying
reality. We all know how annoying it is to wait days for a response
to an email or message. It might not always be practical to deal
with all customers` queries within the space of few hours, but at
lest email or call them back and let them know you have received
their message and you will contact them about it as soon as
possible. Even if you are not able to solve a problem right away,
let the customer know you are working on it.
3. Be friendly and approachable A fellow site pointer once told
me that you can hear a smile through the phone. This is very true.
It`s very important to be friendly, courteous and to make your
clients feel like you are their friend and you are there to help
them out. There will be times when you want to beat your clients
over the head repeatedly with a blunt object it happens to all of
us. It`s vital that you keep a clear head, respond to your clients`
wishes as best you can and at all times remain polite and
courteous.4. Have a clearly defined customer service policyThis may
not be too important when you are just starting out, but a clearly
defined customer service policy ids going to save you a lot of time
and effort in the long run. If a customer has a problem, what
should they do? If the first option doesnt work, then what? Should
they contact different people for billing and technical enquiries?
If they are not satisfied with any aspect of your customer service,
who should the ell? There`s nothing for annoying for a client than
being passed from person to person, or not knowing who to turn to.
Making sure they know exactly what to do at each stage of their
enquiry should be of utmost importance. So make sure your customer
service policy is present on your site and anywhere else it will be
useful.5. Attention to detail
Have you ever received a happy birthday email or card from a
company you were a client of? Have you ever had a personalized sign
up conformation email for a service that you could tell was typed
from scratch? These little niceties can be time consuming and are
not always cost effective but remember to do them.6. Anticipate
your clients` needs and go out of your way to help them
outSometimes this is easier said than done! However, achieving this
supreme level of understanding with your clients will do wonders
for your working relationship7. Honour your promisesThis is the
most important point. The simple message: when you promise
something, deliver. Clients don`t like to be disappointed.
RESEARCH METHODOLOGYResearch Methodologyis the systematic,
theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and
principles associated with a branch of knowledge. Typically, it
encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.A research methodology
does not set out to provide solutions - it is, therefore, not the
same thing as a method. Instead, it offers the theoretical
underpinning for understanding which method, set of methods or so
called best practices can be applied to specific case, for example,
to calculate a specific result.It has been defined also as
follows:1. "theanalysisof the principles of methods, rules, and
postulates employed by a discipline"2. "the systematic study of
methods that are, can be, or have been applied within a
discipline"3. "the study or description of methods"For this, sample
of 100 people is taken. A questionnaire has been set which consists
of a number of questions printed in definite order. The collection
of data is mainly done through schedules.
OBJECTIVES OF THE STUDYThe objective of the study is to know
about the consumption behaviour of the rural consumers regarding
soft drinks.1) To find out the association between age of the
respondents and brand preferences.2) To find the effect of
discounts and coupons on the purchasing behaviour of consumers.3)
To study buying motive of the consumers.4) To assess the tastes and
preferences of different consumers.5) To study the factors
affecting purchase decisions.6) To assess the brand awareness and
loyalty of different consumers.7) To find the effect on
advertisement on consumers.8) To study the purchase of soft drinks
packs during the festivity season.
Research DesignA research design is the arrangement of
conditions for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in
procedure. Research design is the conceptual structure within which
research is conducted. It is the overall operational pattern or
framework of the project that stipulates what information is to be
collected from which sources by which procedure. 1. Explanatory
research: - To gain familiarity with a phenomenon or to achieve new
insight into it. Studies with this object in view are termed as
exploratory or formularize research studies.2. Descriptive
research: - To portray accurately the characteristics of particular
individual, situation of a group. Studies with this object are view
is known as descriptive research studies.3. Experimental research:
- To determine frequently with which something occur or with it is
associate with something else. Studies with this object in view are
known as diagnostic research studies.
Considering the importance of decision areas, it was decided to
undertake a descriptive survey. It is to portray the
characteristics of particular individual, situation of a group.
DESCRIPTIVE RESEARCH DESIGNIt is a scientific method which involves
observing and describing the behaviour of a subject without
influencing it in any way. The importance of descriptive research
design is:- To describe characteristics of a population or a
phenomenon To determine the answers to who, what, when, where and
how questions. To analyze the segment and target markets.
\DATA COLLECTIONThe task of data collection begins after a
research problem has been defined & research design chalked
out. There are two types of data:-1. Primary2. SecondaryPrimary
Data:-Primary data are those which are collected afresh and are
collected for the first time & thus happen to be original in
character.Primary data is collected from the following methods:-
Observation Method Interview Method Questionnaire MethodSecondary
Data:-Secondary data are those which have already been collected by
someone else & which have already passed through the
statistical process.The project includes both primary and secondary
sources of data. The data collected through these sources has been
organized, analyzed and interpreted so as to draw conclusion and
arrive at appropriate recommendations.Primary source of data
includes feedback of questionnaires taken from the customers.The
secondary source of data includes websites of Pepsi, coke,
Wikipedia which contains details which is helpful for making my
project report. Besides we have consulted some magazines, journals
and business newspapers.
Sample sizeSampling is necessary because it is also impossible
to examine the entire population (i.e. the entire universe) various
factors such as time available cost, purpose of study etc. make it
necessary for the researchers to choose a sample. It should neither
bee too small nor too big. It should be manageable. The sample size
has been from the feedback from the customers i.e. through
questionnaire method taken for present study due to time
limitation.Sample areaIn this we have taken a feedback from 100
customers within Ambala city. These customers have revealed some
facts on the basis of which we have done a specific research. So
the sample size is 100.
LIMITATIONS OF THE STUDYAlthough every care has been taken and
many books and magazines are conducted so hat the results are
authentic and correct, yet there may be discrepancies.The reasons
for discrepancies are given as under:-1) Due to time constraint
only a reasonable sample size taken and analyzed. Still a larger
sample size could increase the accuracy in the result.2) The area
of study is limited to Ambala City only. Hence the results may not
be true for other geographical areas.3) Quality of information
highly dependent on the knowledge of the respondents.4) Cost
factor.5) The respondents were busy in their work, so the
information given by them, were not fully correct.6) The
information provided by them may be partial because many
respondents were not interested in filling the questionnaire.7) The
information provided by the dealer wasn`t exactly correct
sometimes.
Q1. The most preferred brand in soft drink industry
is?OptionsPercentage
Pepsi50
Coca cola30
Others20
Fig. 1INTERPRETATION:-Pepsi is the most preferred brand with 50%
of the customers, along with coca-cola 30% , while rest 20% prefer
other soft drinks.
Q2. What is the reason for choosing your
brand?OptionsPercentage
Taste45
Advertisement25
Offers20
People like10
Fig. 2INTERPRETATION:-Most of the people i.e. 45% prefer their
particular brand due to their taste, 25% prefer due to
advertisement, 20% due to offers while the rest 10% because people
like that.
Q3. How often you buy the soft drinks?OptionsPercentage
Festivals30
Parties30
Offers20
No specific reason20
Fig. 3INTERPRETATION:-30% of the respondents buy soft drinks on
festivals and parties respectively. While 20% of the respondents
buy soft drinks at the time of offers. And the rest 20% buy with no
specific reason.
Q4. When brand is not available in the market then?Options
Percentage
Go for another brand 70
Search for the same brand20
Neither search nor go for another brand10
Fig. 4INTERPRETATION:-When a certain brand is not available in
the market then in that case 70% of the customers go for another
brand, while 20% search for the same brand and the rest 10% neither
search nor go for another brand.
Q5.Which quantity of pack would you like to buy the
most?OptionsPercentage
300ml30
500ml30
1 lt20
2 lt20
Fig. 5INTERPRETATION:-Mostly 30% of the people prefer 300ml
bottle which is followed by 500 ml also preferred by 30% of the
people while 1 lt and 2 lt is preferred by 20% of people
respectively.
Q6. Where would you like to consume the soft
drink?OptionsPercentage
Home20
Grocery20
Restaurant30
Convenience30
Fig. 6INTERPRETATION:-20% of the people consume soft drink at
home, while again 20% at grocery shop, 30% of the people at
restaurant, while the rest 30% prefer wherever they feel
convenient.
Q7.Do you buy particular brand with a name?OptionsPercentage
Always40
Sometimes30
Whichever is available30
Fig. 7INTERPRETATION:-40% of people always prefer the same
brand, they will not stick to some other brand, while 30% of the
people sometimes change their brand, while for 30% if the people it
doesn`t matter whichever brand is available.
Q8. Is buying behaviour of individuals is affected by newspaper
and television?OptionsPercentage
Yes70
No30
Fig. 8INTERPRETATION:-A TV and newspaper advertisement have an
impact on customers which is what 70% of the customers feel, while
30% of the people disagree with that.
Q9. Are the consumers satisfied with the price of PepsiCo
products like Pepsi, Mirinda etc.?OptionsPercentage
Highly satisfied50
Satisfied35
Neutral15
Fig. 9INTERPRETATION:-50% of the respondents said that they are
highly satisfied with the price and 35% respondents said that they
are satisfied with the price while the rest 15% remains
neutral.
Q10. What would you prefer if cold drink is not
available?OptionsPercentage
Lassi10
Beer20
Juice50
Other20
Fig. 10INTERPRETATION:-If cold drink is not available then 10%
of the people would prefer lassi, 20% of the people would prefer
beer, 50% would prefer juice while the rest 20% other drinks.
Q11. Which brand has creative and appealing advertisement of
soft drink industry?OptionsPercentage
Pepsi70
Coca cola30
Fig. 11INTERPRETATION:-70% of the people say that Pepsi has
better advertisement appealing, while 30% say that coca cola has
better advertisement appealing.
Q12. Have you decided to purchase the product after seeing
advertisement?OptionsPercentage
Yes80
No20
Fig. 12INTERPRETATION:-80% of the people said yes while the rest
20% said no as their answer.
Q13.Does discounts and coupons have an impact on the purchase of
soft drinks?OptionsPercentage
Yes80
No15
Can`t say5
Fig. 13INTERPRETATION:-Discounts and coupons have an impact on
customers, 80% of people believe that, 15% say that it doesn`t have
any impact, while 5% can`t say.
Q14. Do you purchase special packs of soft drinks on
festivals?OptionsPercentage
Yes70
No30
Fig. 14INTERPRETATION:-70% of the people purchase special packs
of soft drinks on festivals like Diwali etc., while 30% of the
people dont purchase.
Q15. Is your preferred brand easily available at the grocery
stores close to your home?OptionsPercentage
Always60
Sometimes30
Never10
Fig. 15INTERPRETATION:-60% of the people say that they always
get their preferred brand while 30% say that they get it sometimes
while 10% say that they never get it in the grocery shops close to
their home.
Q16. Do you buy soft drinks at retail stores and food
malls?OptionsPercentage
Yes60
No40
Fig. 16INTERPRETATION:-60% of the people go to retail stores and
food malls for the purchase of soft drinks, while 40% prefer it to
buy nearby grocery stores.
Q17. Why do you prefer PepsiCo products like Pepsi, mirinda etc.
over local brands like royal blue etc.?OptionsPercentage
Brand value50
Superior quality45
Easy availability5
Fig. 17INTERPRETATION:-It is thus clear from the above fact that
50% of the people prefer PepsiCo products because of their brand
value while the 45% and 5% because of superior quality and easy
availability respectively.
FINDINGS1) Pepsi is the most favourite brand of the consumers
followed by coca cola.2) Pepsi is the most favourite flavor
followed by Dew, Limca etc.3) Dew is the second most preferred
flavor among the respondents.4) Majority of the respondents go for
another brand when their brand is not available in the market.5)
300 ml. packs are more preferred among the respondents followed by
500ml, 1 lt and 2 lt.6) Respondents consume more soft drinks on
parties, functions and in marriages.7) More soft drinks are
consumed by drinkers.8) Most of the consumers buy Lassi, Fruit
juice, and Beer when they do not buy soft drink.9) Pepsi is most
preferred brand among the age group 20 to 30 and all the age
groups, followed by coca cola and others.10) Majority of
respondents buy special packs at the season of festivals.11)
Majority of the respondents are purchasing the products after
seeing the advertisement.12) Juice is mostly preferred by the
customers when soft drinks are not available in the market.
CONCLUSIONBy concluding the study about the topic Consumer
satisfaction towards soft drink industry with special reference to
Pepsi and Coca-Cola it is found that preference for soft drinks
among the people is too good. Coca Cola and Pepsi is one of the
most preferred brands in Ambala city. The advertising activities of
coca cola and Pepsi are very strong. The marketing management of
both brands is very efficient in creating a very strong brand image
among the customers. It takes time to time feedback from customers
and upgrades it policies depending upon customer needs and
preferences. It caters the needs of all segments of people in the
society especially youths and old people.
SUGGESTIONS1) The company must concentrate on creating awareness
for Limca, Sprite etc. which are not preferred by most consumers.2)
Even all the coca cola products are not available in grocery shops.
Hence company should focus on improving the distribution of each
and every variety of brands to these outlets.3) The advertisement
of Pepsi and coca cola should be more attractive as that of its
competitors.4) Coca cola needs aggressive marketing to compete with
Pepsi.5) During the festive seasons, more discounts and attractive
offers need to be provided to the consumers.6) 300 ml and 500 ml
bottle should be mostly in supply.7) There should also be an
introduction of new flavors and varieties by both the brands.8)
Changes in the shape of the bottles should be frequently made for
attracting the consumers.9) Special recharge schemes should be
provided to the consumers with the soft drinks to increase the
sales.10) Prices of cans of Pepsi, Coca-Cola etc. should be
reasonable so that all category consumers can buy cans as per their
requirement.11) Different quantity packs should be available at the
time of festivals or occasions.
BIBLIOGRAPHY www.pepsi-india.com www.coca-cola.worldwide.com
www.coca-cola-india.com www.pepsico-india.com www.bob.com
www.pepsico.com www.pepsizone.yahoo.com
QUESTIONNAIRERESPONDENT
PROFILE:Name------------------------------------------------------------Address------------------------------------------------------------Age------------------------------------------------------------Education
Level------------------------------------------------------------Occupation------------------------------------------------------------
Q1. The most preferred brand in soft drink industry is?Ans. 1)
Pepsi 2) Mountain dew 3) Coca cola 4) Others Q2. What is the reason
for choosing your brand?Ans. 1) Taste 2) Advertisement 3) Offers4)
People likeQ3. How often you buy the soft drinks?Ans. 1) Daily2)
OccasionallyQ4. When brand is not available in the market then?Ans.
1) Go for another brand 2) Search for same brand 3) Neither goes
nor search Q5.Which quantity of pack would you like to buy the
most?Ans. 1) 300ml 2) 500ml3) 1 lt 4) 2 lt Q6. Where would you like
to consume the soft drink?Ans. 1) Home 2) Grocery 3) Restaurant 4)
ConvenienceQ7. Do you buy particular brand with a name?Ans. 1)
Always 2) Sometimes 3) Whichever is available Q8. Is buying
behaviour of individuals is affected by newspaper and
television?Ans. 1) Yes 2) NoQ9. Are the consumers satisfied with
the price of PepsiCo products like Pepsi, Mirinda etc.?Ans. 1)
Highly satisfied2) Satisfied 3) Neutral Q10. What would you prefer
if cold drink is not available?Ans. 1) Lassi 2) Beer3) Juice 4)
OtherQ11. Which brand has creative and appealing advertisement of
soft drink industry?Ans. 1) Pepsi 2) Coca cola3) Limca and Mirinda
4) Dew and Sprite Q12. Have you decided to purchase the product
after seeing advertisement?Ans. 1) Yes 2) No Q13.Does discounts and
coupons have an impact on the purchase of soft drinks?Ans. 1) Yes
2) No3) Can`t sayQ14. Do you purchase special packs of soft drinks
on festivals?Ans. 1) Yes 2) NoQ15. Is your preferred brand easily
available at the grocery stores close to your home?Ans. 1) Always2)
Sometimes3) NeverQ16. Do you buy soft drinks at retail stores and
food malls?Ans. 1) Yes 2) No
Q17. Why do you prefer PepsiCo products like Pepsi, Mirinda etc
over local brands like royal blue etc.?Ans. 1) Brand value 2)
Superior quality3) Easy availability
70