PROJECT REPORT

ON

““COMPARISON ANALYSIS OF MARKET SHARE TOWARDS

SOFT DRINKS WITH SEPECIAL REFERENCE TO PEPSI AND
COCO-COLA”

AT

PEPSI CO (JAI BEVERAGES PVT. LTD.)

JAMMU TAWI.

A desertion submitted in partial fulfillment of the requirement

For the award of the

POST GRAGUATE DIPLOMA IN MANAGEMENT

For the Session 2008-10

APPROVED BY AICTE

By

Nitin Behal

(Roll No –5462)
Guru Nanak Institute of Management
New Delhi

1
 ACKNOWLEDGEMENT

At the times when “Human values are been questioned” and ulterior
mottoes have dominated one’s personality here is an occasion rather my
privilege to introduce and express my gratitude to some of the exceptions
personalities with whom I have shared association, during my project task
and who prove the above statement “Human values being questioned” as
and only baseless but wrong.

I express my thanks to the company and its staff who gave me opportunity
to this project.

Mr. Sunil Luthra (AGM) gives me such a brilliant opportunity to work

under their amiable presence and in such a broad organization.

I express my sincere thanks to Mr.Vipin Chandel (Marketing Executive &

Our Project Guide).Jai Beverages Pvt. Ltd . Jammu for their sincere and
proper guidance, direction and encouragement given to me for the
successful completion of this project.

NITIN BEHAL

2
 DECLARATION

I NITIN BEHAL a student of POST GRAGUATE

DIPLOMA IN MANAGEMENT, GURU NANAK
INSTITUTE OF MANAGEMENT, NEW DELHI
hereby declare that all information, facts and
figures published in this report are based on
my own findings and experience at JAI
BEVERAGES PVT. LTD. BARI BRAHMANA
JAMMU. This information has been purely used
for academic purpose.

I also declare that all information gathered by

me during the course of the project will be
kept strictly confidential and will not be
disclosed without the prior consent of JAI
BEVERAGES PVT. LTD. BARI BRAHMANA
JAMMU.

NITIN
BEHAL

3
PEPSI BOTTLING PLANT AT JAMMU

A) NAME OF THE UNIT

JAI BEVERAGES PVT. LTD

B) LOCATION/ ADDRESS OF THE UNIT

Sidco Industrial Complex, Ismailpur Road,

Bari Brahmana, Jammu-181133
Phones:220284,221384 Fax:01923-20183-20184
E-mail:jbpl@nde.vsnl.net.in
Website: www.jaibeverages.com
Regd. Office:52, Janpath, New Delhi-110001
Phones: 3321098, 3353625, Fax: 3324769

C) HISTORY OF THE UNIT AND PRESENT POSITION

The year was 1999 and Pepsi Company in India was very eager to improve its extremely
poor market share(less than 3% in the state of Jammu and Kashmir). That was when it
approached the soft drink maestros of India- the Jaipuria family, Mr. C.K Jaipuria in
particulars, for starting a plant in J&K in spite of all the odds, the non-inductive climate
in the state for a new business venture, he took a bold step and went ahead with accepting
the challenge and taking the franchise in the name of his elder son-Mr. Anurag Jaipuria,
and Jai Beverages Pvt. Ltd. Was born.

From the day of the decision to this day in 2007, there has been no looking back. In this
short span of time, the company has been formed, sprawling compound of erstwhile M/S
HINUSTAN LEVERS LTD. Taken over from a supportive SIDCO, a prestigious unit in
J&K, after an initial investment of Rs. 27.1 crores, has been established with full backing
of the ministry of Industries (J&K govt.) and an ultra modern plant which releases all the
effluent water after full treatment at a very reasonable, and much under the pollution
boards max acceptable BOD and COD levels. In fact, work is on to stop all the treated

4
effluent going out and instead to utilize this water internally for horticulture. In the other
words, the water is being put back in to the earth to retain the water table.

Further, work has been done to grow more trees within the premises, in the line with the
universal endeavor of making the earth green.

With coming of this prestigious plant, there has been an upsurge in the economy of the
people of the area in particular, and the state in general. The direct, and indirect
employment generated by the unit has already surpassed a figure of 650 and is growing
steadily. The excise deposited to the govt. exchequer has already crossed an amount of
Rs. 361 lakhs, and is again growing. The once semi deserted main road of the industrial
Complex has become very busy and would soon be required to be widened.

In short, coming of the Jai beverages pvt. Ltd. Into the state of J&K and surely made a
big mark into the industrialization of the state with many big industrial houses watching
eagerly the outcome of this prestigious unit.

Jai beverages pvt. Ltd. is a part of diversified Jaipuria group being the major franchise of
the Pepsi in India. The group has 22 Pepsi’s bottling plant in India and Nepal.

The new beverages plant having state of art machinery from Krones, KHS, O&H, Gaulin
& Magplast among the international industrial giants and Hildon, Tula IDMS etc among
the Indian manufacturers. The fully automatic plant is being run by team of professionals
who have already made a mark for themselves by creating history in the international
Pepsi system by achieving the gold medal in the first year of operations from over 400
plants worldwide.

D) COMPANY’S VISION

“To be the best consumer products company in the eyes of our suppliers, customers,
consumers, employees and stake-holders.

5
CHAPTER PARTICULARS PAGE NO.

CHAPTER 1 INTRODUCTION 7-17

CHAPTER 2 DESIGN OF THE STUDY 18-26

CHAPTER 3 PROFILE 19-57

CHAPTER 4 ANALYSIS AND INTERPRETATION 58-74

CHAPTER 5 SUMARRY OF FINDINGS AND SUGGESTIONS 75-78

………….. ANNEXURE & BIBLIOGRAPHY …………..

INDEX

6
7
 CONTENTS

1. INTRODUCTION TO THE PRODUCT- SOFT DRINKS

2. ABOUT THE SOFT DRINKS

3. INVENTOR OF SODA WATER

4. THE MAIN BRANDS IN THE INDIAN MARKET

5. INTRODUCTION TO THE MARKETING

• INTRODUCTION

• NATURE AND MEANING

• MARKETING

• MARKETING MANAGEMENT

• MARKETING RESEARCH

• CONSUMERS

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CHAPTER 1

INTRODUCTION

1) INTRODUCTION TO THE PRODUCT- SOFT DRINK

Soft drinks can trace their history back to the mineral water found in nature springs.
Bathing in natural springs has long been considered a healthy thing to do, and mineral
water was said to have curative powers. Scientists soon discovered that gas carbonium or
carbon dioxide was behind in natural mineral water.

The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were
made from water and lemon juice sweetened with honey. In 1676, the campaigner de
lemonade’s of Paris was granted a monopoly for the sale of lemonade soft drinks.
Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft
drink to the thirsty Parisians.

In 1767, an Englishman, Dr. Joseph Priestly, created the drinkable manmade glass of
carbonated water. Three years later, the Swedish chemist Torbern Bergman invented 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.

In 1810, the first US patent was issued for the “Means of mass manufacture of imitation
mineral water” to Simons and Rundell of Charleston, South Carolina. Carbonated
beverages did not achieve great popularity in America until 1832, when John Mathews
mass manufactured his apparatus for sale to others.

The drinking of either natural or artificial mineral water was considered a healthy
practice. American pharmacists, who were selling most of the mineral water started to
add medicinal and other flavorful herbs to the unflavored beverage example, birch bark,
dandelion, sarsaparilla and fruit extracts. The early drugs stores with their soda fountains
become a popular part of America culture. Customer wanted to take drinks with them
and the soft drink bottling industry grew from the customer demand. Over 1500 US
patents were filled either for a cork, cap or lid for the carbonated drink bottle tops. The
bottle tops were under a lot of pressure from the gas. Inventors were trying to find the
best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William
Painter, a Baltimore machine stop operator, patented the “crown cork bottle seal”. It was
the first very successful method of keeping the bubbles in the bottle

9
.In 1899, the first patent was issued for a glass-bowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand blow. Four years later,
the new bottle-blowing machine was in operation. The inventor, Michel J.Owens, an

employee of Libby Glass Company, first operated it. Within a few years, glass bottle
production increased from 1500 bottles a day to 57000 bottles a day.

2) ABOUT THE SOFT DRINK

WHAT’S IN SOFT DRINK?

Soft drink has been part of American lifestyle for more than 100 years. Many of today’s
soft drinks are the same as the first ones enjoyed in the 1800’s.soft drink production
begins with the creation of flavored syrup using a closely guarded company recipe. The
syrup is mixed with purified water and then carbonated by adding carbon dioxide gas
under pressure. This carbonation creates the “tingle fizz” that gives soft drinks a
refreshing taste.

Now for a closer look at soft drink ingredients-----------

Like other foods, the ingredients that are used in making soft drink are approved and
closely regulated by the US Food and Drug Administration (FDA). All the ingredients
used in soft drinks are found in a variety of other foods.

WATER

Soft drink production starts with a pure source of water. Regular soft drink contains 90%
water while diet sort drink contains up to 99% water. Drinking water contains trace
amount of various elements that affect its taste. You have probably noticed that tap differ
in various regions of the country. Bottler use sophisticated filtering and other treatment
equipments to remove any residual impurities and to standardize the water used to make
soft drinks. That’s why your favorite soft drink tastes the same in New York as it does in
India.

CARBON DIOXIDE

A colorless and odorless gas, carbon dioxide is the essential characterizing ingredient in
all “carbonated “beverages. It is given off when we breathe and is used by the plants to
produce oxygen.

When dissolved in water, carbon dioxide imparts a unique taste. For that reason natural
sources of carbonated, or effervescent, mineral water were once highly prized. These rare

10
mineral water were once also believed to have beneficial medicinal properties. Efforts to
make and sell “artificial effervescent mineral water” were underway in Europe and US by
1800.

It was the innovative step of adding flavors to these popular “soda water” that gave birth
to the soft drink beverages we enjoy today. In these days of soft drink manufacturing,

carbon dioxide was made from sodium salts. This is why carbonated beverages were
called “sodas” or “soda water”.

Today, bottlers buy pure carbon dioxide as a compressed gas in the high-pressure
cylinders. Carbon dioxide gas is absorbed into flavored soft drink in a carbonator
machine just before the container is sealed. While under pressure and chilled, soft drink
may absorb up to four times the beverage volume of carbon dioxide.

FLAVORS

One of the most important ingredients in the soft drinks is flavoring. Most soft drink
bottles mix many individual flavors to create distinctive tastes.

Natural flavors in the soft drinks come from spices, natural extracts and oils. Fruit-
flavored soft drink such as orange and lemon-lime often contains natural fruit extracts.
Other flavors such as root beer and ginger ale contain flavorings made from herbs and
spices.

There are also some artificial or man-made flavorings used in the soft drinks. Nature does
not produce enough of some flavors to satisfy world demand. Also, some flavors are
limited geographically and seasonally.

COLORS

Many people do not realize how important color is to taste perception. Color affects our
psychological impression of food. If you don’t believe it, try eating a familiar food in the
dark. The colors used in the food and beverages comes both from natural and synthetic
sources.

CAFFEINE

Caffeine is a substance that occurs naturally in more than 60 plants including coffee
beans, tealeaves, kola nuts and cocoa beans. In some cases, small amounts of caffeine are
added to soft drinks as a part of the flavor profile. The amount of caffeine in a soft drink
is only a fraction of that found in an equal amount of coffee or tea.

11
Caffeine has a classic bitter taste that enhances other flavors. It has been part of almost
every cola and pepper type beverage since they were first formulated more than 100 years
ago and has been enjoyed in coffee, tea and chocolate beverages for centuries.

Even though some people feel the effects of caffeine are harmful, scientific research has
refused these claims. The long history of caffeine’s use confirms that it is safe when
consumed in moderation. For people who wish to restrict their caffeine intake, many
caffeine free soft drinks are available.

ACIDULANTS

Similar to fruit juices and many other food products, most drinks are slightly acidic.
Acidulants add a pleasant tartness to soft drinks and acts as a preservative. Some soft
drinks contain a small amount of one or two common food acidulants (phosphoric acid
and citric acid). Occasionally, other acidulants such as malic acid or tartaric acid are also
used.

PRESERVATIVE

Soft drinks do not normally get spoiled because of their acidity and carbonation.
However, storage conditions and storage time can sometimes impact taste and flavor. For
this reason some vs. contains small amounts of preservatives that are commonly used in
many foods.

POTASSIUM

Potassium is another essential nutrients found in many natural and man made food
ingredients like sodium, potassium exists naturally in drinking water and, therefore, in
soft drinks. Small amount of potassium are also found in some of the flavoring agents and
other ingredients used in soft drinks.

SODIUM

Because the name “soda pop” and “soda water” were associated with early soft drinks,
many people falsely believe that carbonated beverages contains significant amount of
sodium. That is true.

Sodium, in the form of various salts, is present in many natural and man-made
compounds. It is an essential mineral nutrient responsible for regulating and transferring
body fluids, as well as other important body functions. Although an adequate daily intake

12
of sodium is necessary for good health, excessive consumption has been tied to high
blood pressure in some people.

SWEETENERS

Non-diet soft drinks

Most regular (non-diet) soft drinks are sweetened with either sucrose or high fructose
corn syrup, (HFCS). A mixture of these sweeteners may also be used. Sucrose, the
familiar sweetener in your sugar bowl, comes from sugarcane or sugar beets. HFCS is a
newer and more convenient liquid sweetener, similar to sucrose but made from corn. It is
now used in many prepared foods.

With either, the amount of sweetener in a soft drinks ranges from 7 to 14%, about the
same amount as a glass of pineapple or orange juice. Both sucrose and HFCS are easily
digested carbohydrates, and carbohydrates are an important part of the diet. They provide
calories, which are the source of energy for the body.

Diet soft drinks

The popular class of beverages known as diet soft drinks is made possible by the
intensely sweet substances we refer to as “diet” or “low calorie” sweeteners. Aspartame,
saccharin, sucrose and acesulfame K are approved for use in soft drinks today and
sweeteners remain an active area of food research. By choosing from a variety of
different sweeteners, manufacturers can blend sweeteners to match beverage formulations
and better appeal to all consumer tastes and preferences.

ASPARTAME

Aspartame is a nutritive, sweetener, which is easily digested and provides calories.

However, its sweetening power is so great that the tiny amount needed to sweeten a soft
drink adds less than one calorie per 12-ounce can.

SACCHARIN

Saccharin has many desirable properties that make it a valuable food ingredient. It is
stable in foods and is metabolically inert, which means that it goes through the body
without changing. Finally, It is relatively inexpensive.

ACESULFAME K

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Acesulfame k, under the brand name of “sunnett”, is an example of a new diet sweetener
approved for soft drinks by the FDA in 1998. it is a calorie free, heat stable sweetener
that is 200 times than sugur.

SUCRALOSE

The FDA approved sucralose in 1998 for use in a wide variety of food products including
Soft drinks. Sucralose is a low calorie, high-intensity sweetener and is about 600 times
sweeter than sugar. It is sold under the brand name of “splenda”. Sucralose and sugar
have been shown to have similar taste and flavor profiles.

3) INVENTOR OF SODA WATER

“JOHN MATHEWS” is the person referred to as the “FATHER OF AMERICAN

SODA WATER”.

4) THE MAIN BRANDS IN THE INDIAN SOFT DRINK MARKET

• Pepsi
• Mountain dew
• Miranda orange
• Miranda lemon
• Slice
• 7up
• Mazza
• Thums up
• Coco-cola
• Limca
• Sprite
• Fanta

5) INTRODUCTION TO MARKETING

Since the study is about the “comparative analysis of different brands of soft drink with
respect to PEPSI”, it is necessary to know and meaning of marketing, and the concepts
of market research. A brief explanation of these is given below.

• INTRODUCTION

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Marketing is a social and managerial process by which individual and groups obtain what
they need and want through creating offering and exchanging products of value with
others.

Marketing (management) is a process of planning and executing the conception, pricing,

promotion and distribution of goods, services and ideas to create exchanges with target
groups that satisfy customer and organizational objectives.

• NATURE AND MEANING

The term marketing is always misunderstood and misinterpreted of instance if we ask a

person what is marketing? We are often to get different answers from different people
because marketing is being most commonly used word in presence. For instance a
housewife purchasing family food is marketing, for a farmer bringing his product to
market and selling it is marketing for him. All these aspects must be true, but up to
certain extent and is in a singular explanation.

• MARKETING

The performance of business activities that direct the flow of goods from producer to the
end user is called marketing, in fact, “marketing is concerned with the sophisticated
strategy endeavoring to offer what the consumer needs”

According to Leslie Lazar: “Marketing is competitive economy” here slight changes in

the wording would meet the institute’s requirement. Marketing is a primary concept with
offers organisms, and directing the aggregate to the business activities involved in
converting customer purchasing power into effective demand for a specific product or
service and selling the product from the manufacturer to the end user “so as to achieve
the company target or its objectives”.

• MARKETING MANAGEMENT

Sir Philip Kotler views marketing as social and managerial process by which individuals
and groups obtain what they need and want through creating and exchanging products
and value with other marketing efforts calls for contracting efforts of homework and well
equipped skills. This involves management of persons involved in the marketing efforts
and organizing of these efforts to the advantage of both the product marketed and of these
involved in this activity is called marketing.

The definition of marketing management given by American management association is

as under:
Marketing management is a process.

15
It involves analysis implementation, planning and control of marketing efforts.
It covers goods and services to achieve its goals.
Its goal is to produce satisfaction for the parties involves in such an exchange.

Sir Philip kotler defines marketing management as “analysis, planning, implementing and
control of programs designed audience for the desired exchanges with desired audience
for the purpose or mutual or personal gains. It relieves heavily on the adoption and co-
ordination of product, price, place, promotion’’.

To make his definition further clear he lays down the following factors:

 It is a management process and includes analysis planning, implementation and

control activities.
 It can be practiced by seller or by buyer who ever seeks to stimulate the exchange
process.
 It stresses the adoption and co-ordination or several factors viz, product, price,
place, and promotion to achieve effective response.
 It may be carried out for mutual or personal gain.

• MARKETING RESEARCH

It is a method of getting facts to be used by executives in formulating policies and plan

successfully. Executives depend on longer upon the work given to be done in conducting
their business. Marketing research can enable a company, a firm to get more accurate,
and precise, genuine report by conducting market survey information regarding the
solution for problems arising out of the following:

 Who is the customer?

 Where do they live?
 Why do they insist to a particular product?
 Where are the products to be made available to be made available to the
end user?

Marketing research is a part and parcel of marketing management functions of marketing

viz, marketing intelligence.

Executives, sales executives, financial officers, for advertising the product etc, need the
result of marketing research.

Market research enables a manufacturer of a producer to know what the consumer want,
their needs, their satisfaction, what kind of products do the consumer’s prefer, why do the
prefer that particular product, all these can be studied under MARKETING RESEARCH.

Marketing research is a systematic objective and exhaustive search for a study of facts
and figures relevant to any problem in the field of marketing. It is shifting from facts

16
finding, information, gathering the activity to a problem solving and giving
recommendation to the problems.

• CONSUMER

Consumer is an identity who consumer the final products and gives maximum chances of
production to the industries to manufacture. Consumers are the only individuals who are
supposed to generate money for industries. If there are number of consumers, the final
product disposed of is of no use and thus the existence of the industries is meaningless.
So every industry has to keep the interests of the consumers in mind before its production
and finally the establishment of the industry.

17
18
 CONTENTS

1) TITLE OF THE STUDY

2) STATEMENTOF THE PROBLEM

3) OBJECTIVE OF THE STUDY

4) CONCEPTULISATION

• MARKETING

• TACTICS

• STRATEGY

• DEMAGRAPHY

• MARKETING MIX

• TARGET MARKETING

• PERCEPTION

• MARKET SEGEMENTATION

• PRODUCT

• PROMOTION

• MARKET DEMAND

• COMPETITOR

• ATTITUDE

19
 • MULTINATINAL COMPANIES

• CONSUMERS

• BRAND

• BRAND AWARENESS

• ATTRIBUTE

5) SCOPE OF STUDY

6) BACKGROUND OF STUDY

7) METHODOLOGY

• EXPLORATORY STUDY

• DESCRIPTIVE STUDY

8) TOOLS USEDFOR COLLECTING DATA

• PRIMARY DATA

• SECONDARY DATA

9) SAMPLE DESIGN

• SAMPLE SIZE

• METHOD OF SAMPLING

10) FIELD WORK

11) PLAN FOR ANALYSIS

20
 CHAPTER NO. 2

DESIGN OF THE STUDY

1) TITLE OF THE STUDY

“Comparative study of customer satisfaction towards soft drinks with special reference to
Pepsi and Coco-cola”.

2) STATEMENT OF THE PROBLEM

In the changing scenario of modernization and sophistication it is very important and

essential to invent and implement new technology and products, in order to improve the
quality of the product and also to ensure better action-oriented results from the products.
Hence for the business organizations it is a real challenge to satisfy the needs of the
people. As a result the study has been focused on customer’s preferences and their exact
need toward refreshment drinks. As the world is growing fast, the people are so busy that
they can’t even spend much of their time thinking about the company and its products,
what they really look forward toward is quality, service and prefers things or goods with
best features with lesser price “Marketing” this field is becoming more and more
competitive as there are lot of competitors, which produces the same quality products, to
satisfy the customer needs and wants. This study is focused on refreshment drinks i.e soft
drinks. There are more than 400 varieties of refreshment drinks available in the world.

3) OBJECTIVES OF THE STUDY

The specific objectives of this study are:-

• Segmenting the market based on marital status, sex, age, monthly house hold
income and occupation.

• To study the level of awareness of different brands of sot drinks.

21
 • Compare different brands of soft drinks on the basis of their attributes,
availability, packaging and effect of advertisement.

• To study the consumer preference in comparison to other brand of soft drink.

• To study the consumer perception about the different brands of soft drinks.

• To offer suggestions base on findings

4) CONCEPTULAISATION

• MARKETING

Marketing is a total system of business activities designed to plans, price, promote

and distribute want satisfying products, services and ideas to target markets in order to
achieve.

• TACTICS

A tactics is an operational means by which a strategy is to be implemented or

activated.

• STRATEGY

A strategy is a broad, basic plan of action by which an organization intends to

reach its goal.

• DEMOGRAPHY

Demography can be defined as the statistical study or human population and its
distribution.

• MARKETING MIX

Marketing mix is a form that is used to describe or the tour inputs viz. The
product offering, the price structure, the promotional activities and distribution system
that constitute the cone of an organization’s marketing system.

• TARGET MARKET

Target market is a group of customers (people organization) art that the seller
specifically intends to aim its marketing efforts.

22
 • PERCEPTION

Perception is the process where by we receive stimuli through our five

senses .we recognize this information and then assign a meaning to it.

• MARKET SEGMENTATION

It is the process of dividing the total heterogeneous market for a product into
several segments, each of which tends to the homogeneous in all significant aspect.

• PRODUCT

A product is a set of tangible and intangible attributes including packaging, color,

price, manufacturer’s prestige and retailer’s services.

• PROMOTION

It is the element in an organizations marketing mix that is used to inform and

persuade to market regarding the organization product and services.

• MARKET DEMAND

Market demand for a product is the total volume that would be bought by a
defined period in a defined marketing environment under defined marketing program.

• COMPETITOR

A manufacturer, establishment or org. trying to sell or market similar goods and

services with an object of increasing its share in the market.

• ATTITUDE

It is a learned predisposition to respond in a consistently favorable or unfavorable

manner with respect to a given object or idea.

• MULTINATIONAL COMPANIES

These are the companies, which are promoted by foreign parent companies.

• CONSUMER

23
 A consumer is one who buys goods and services for his or her own use, for the
use of households or as a gift for a friend.

• BRAND

A brand is a name, sign, symbol, or design or a combination of all intended to

identify the goods or services of one seller or group of seller and to differentiate them
from those of the competitors.

• BRAND AWARENESS

It is the knowledge a consumer has about the brands of similar products available
in the market.

• ATTRIBUTE

It is the characteristic feature of a product. A product has many attributes, but a

particular brand can have a particular salient attribute, which differentiates that brand of
product from other brands in the market.

5) SCOPE OF THE STUDY

The study is designed to provide information regarding the perception, awareness

and preference of the soft drink consumers with special reference to Pepsi brands of soft
drink.

6) BACKGROUND OF THE STUDY

Jammu is a tourist area as people pour in this town from different places of India
and abroad. So Jammu is a place where upcoming companies can look forward for their
market and marketing of their goods and services.

For the company Pepsi, Jammu has given a positive response and Pepsi is ruling
in this and adjoining areas.

Pepsi cola, Mountain Dew, Miranda Lemon, Miranda Orange, 7up, Sprites, Slices,
Coke, Mazza, Limca, Thumsup and Fanta. All these brands of soft drinks are available in
Jammu and have been actively promoted in Jammu and adjoining areas.

24
7) METHODOLOGY

SURVEY METHOD

Having decided to adopt a survey method to collect data for this study, the next step is to
decide on the type of survey consistence on resources like time and money leads to the
sample survey. The survey is classified into two parts viz.

• Exploratory study

• Descriptive study

 EXPLORATORY STUDY

The main objective of exploratory study is to get the feel of the market products,
competitive consumers. This helps in gathering primary information used for descriptive
study.

 DESCRIPTIVE STUDY

The exploratory study laid the foundation for the descriptive study and paved a wag to
systematic study there by eliminating objective of the research study.

Segmenting the market based on the consumer income demography and acceptation.

To study the usage pattern of the consumers.

What is the level of awareness of the different types of soft drink in Jammu.

To find the perception of the consumers about different brand of soft drink.

Compare different brands of soft drink based on the basis of their attributes availability,
packaging and effects of the advertisements.

To study the consumers preference in comparison to his/her brand of soft drink.

A structured questionnaire was prepared which contained both open-ended and close-
ended questions.

8) TOOLS USING FOR COLLECTING DATA

Analysis and interpretation of data is based on the both the primary and secondary
data. Both primary and secondary data are explained below.

25
PRIMARY DATA was collected by means of structured questionnaire along with
personal interviews, since few open-ended questions required classifications.

SECONDARY DATA was collected from different books, magazines and newspapers.
The secondary data was also collected from the Internet.

9) SAMPLE DESIGN

SAMPLE SIZE

The number of respondents selected for the survey was 100.this was because of the time
consistent.

METHOD OF SAMPLING

The sampling method adopted for this study was “conveniences sampling”.

10) FIELD WORK

Te sample size was 100 people.

The direction of the fieldwork was for 15to20 days.
The respondents took approx. 15-20 min to fill up the questionnaire.
Each respondent was personally met.

11) PLAN OF ANALYSIS

The raw data collected directly from the respondents was first transcribed on a master
analysis register. From the master analysis register the data was tabulated question wise,
using simple mathematical and statistical techniques like addition, mean, frequency and
percentage calculation. Ranking of factor in selection of the product and decision making
process was also carried out using simple statistical techniques. By this method of the
various objectives of the study could be thoroughly analyzed. Based on the analysis of
the data collected from the respondents the findings of the study were interpreted and
recommendations were given.

26
27
 CONTENTS

1. HISTORY

2. HISTORY (INDIAN CONTEXT)

3. THE COMPANY

4. SOFT DRINKS PRODUCED BY PEPSI INCLUDING (WORLD WIDE)

5. PEPSI COLA JINGLES (PUNCH LINES)

6. PROFILE OF RESPONDENTS

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 CHAPTER 3

PROFILE

1. HISTORY

Pepsi was first made in 1898 by Caleb Braham and was originally called “Brad’s drink”.
It was of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. It was renamed
Pepsi cola after Pepsin and cola nuts in the recipe. The name was trademarks on June 16,
1903.

Caleb Braham, a pharmacist, like many pharmacists at the turn of the century, had a soda
fountain in his drug store, where he served his customers refreshing drinks that he created
himself. This is where Pepsi was first served.

After seventeen years of success, Caleb Braham lost Pepsi cola after gambled on the
stock market, he believed sugar prices would raise but they fell instead. Pepsi cola was
bankrupt in 1923. In 1931, Pepsi cola was brought by loft candy company loft president;
Charles G. Guth reformulated the popular soft drink.

In 1940, history made when the first advertising jingle was “Nickle Nickle” an
advertisement for Pepsi cola that referred to as Pepsi price and the quantity for the price,
“Nickle Nickle” became a hit record and was recorded into 55 languages.

In first achieved success by selling its drinks in recycled bear bottles, which allowed it to
sell large bottles for lower cost than coke. Pepsi thus became viewed as the soft drink of
the lower classes. In the United States, Pepsi was viewed as the drink of blacks and in
Canada it was viewed as the drink for francophone.

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In the 1950’s Pepsi poured great resources into trying to improve its image. It brought
many televisions ads and began its long tradition of employing celebrities to sell its
product. It grew and became a serious rival of the coco cola corporation, but it was still
firmly in 2nd place.

In 1960’s, Pepsi originated the market strategy known as “The Pepsi generation”. This
strategy was a constant repetitious advertisement of Pepsi aimed at young people. it
worked under the assumption that there are new consumers coming at age every day and
if one stops marketing to the newest consumers, one will have a shrinking base of
established consumers of one’s product. With the baby boomer generation, the
advertising of Pepsi changes into the drink that keeps your youth.

In 1964, Pepsi introduced,” Diet Pepsi”. The aim of launching diet Pepsi was attract
market segment which was diet conscious.

In 1980’s, Pepsi began a series of advertisements called the “Pepsi challenge”, in which it
directly compared, its product to that of coco-cola, showing that people preferred there
product to the competitors coco-cola, at the time, was suffering reduce sales, and made
mistake of its own in changing the formula for its product the new formula to be called
“New Coke” possibly in response to the Pepsi challenge. This period fierce competition
between the 2 companies became known as cola wars.

1998 became a year of introduction for the generation next campaign, which pitched a
futuristic view of the company to youth. Racer Jeff Gordon was used as a symbol for fast,
young and powerful. Pepsi is often the most common at sports events such as major
league baseball, as well as large, arena size concerts. During the fall of 1998, Pepsi
introduced Pepsi one, followed by an ambitious advertising campaign with the main
slogan of “just 1 calories”. The cola introduced the use of Sunett and aspartame to attain
1 calorie.

The company teamed up with George Lucas’s reintroduction so star war to the big screen
during the summer of 1999. Twenty-four characters from the star war series were
introduced a artwork of the cans our the summer, creating on emphasis for a collectable
act set. This created huge market saturation for awareness of the movie as momentum
buildup. Its current (as of 2004) slogan is “ask for more”

2. HISTORY ( WORLD CONTEXT OF PEPSICO)

2008 Milestones

• PepsiCo Again Named to the Dow Jones Sustainability Index

• PepsiCo Agrees to Buy Bulgaria's Leading Nuts and Seeds Company
• PepsiCo Announces Initiatives With the Earth Institute and H2O Africa to Drive
Sustainable Water Practices
• Forbes Names PepsiCo Among Its Best Big Companies

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 • PepsiCo India Commissions First Remote Wind Turbine to Generate Renewable,
Clean Energy
• CRO Names PepsiCo to Top 25 100 Best Corporate Citizens 2008
• PepsiCo to Buy Russian Juice Leader, Lebedyansky
• Employees Lead Effort to Make Chicago Plaza First LEED-Certified PepsiCo
Headquarters
• Gatorade Launches Gatorade Tiger with Comprehensive Integrated Marketing
Campaign
• PepsiCo Honored with 2008 Energy Star Partner of the Year Award
• UK Vitamin Water Brand- V Water Acquired by PepsiCo
• Quaker Plant in Cedar Rapids Closes and Reopens Facility Due to Flooding to
Protect Employees
• PepsiCo Foodservice and Naked Juice Expand Starbucks Presence
• Gatorade Sports Science Institute Gathers World's Leading Researchers on
Protein Nutrition
• PepsiCo International's China Foods Wins "China's Top Leaders 2008" Award
• Wall Street Journal Article Recognizes PepsiCo for Leadership in Employment of
People with Different Abilities
• PepsiCo and Frito-Lay Join SmartWay in Commitment to Reduce Greenhouse
Gas Emissions
• PepsiCo Beats Coke in Race to Launch New Natural Sweetener (Stevia)
• PepsiCo France Recognized as "Great Place To Work" by Institute Survey
• PepsiCo Commits to Reducing Acryalmide Levels in Potato Chip Products and
Restructured Potato Snacks in California
• Subway Names PepsiCo "Vendor of the Year" for Sustainability Leadership
• Tazo Tea Joins Pepsi Lipton Partnership

2007 Milestones
• PepsiCo signs Maria Sharapova for International endorsement of Gatorade and
Tropicana
• Tropicana launches Tropicana Healthy Heart with Omega-3s, the first national
orange juice to include omega-3s
• Ruffles unveils new packaging to reflect its switch to 100% pure sunflower oil
• PepsiCo announces new Diversity & Inclusion Leadership Award inspired by
Steve Reinemund
• Mt. Dew and AMP Energy sponsor the Winter X Games
• Aquafina launches Aquafina Alive—a low calorie, vitamin-enhanced water
beverage
• Quaker Oats debuts new Quaker Life Chocolate Oat Crunch Cereal
• Flat Earth Fruit and Vegetable Crisps hit stores nationally
• Fritos Corn Chips celebrates 75th Anniversary with retro packaging
• Near East celebrates its 45th Anniversary with a recipe contest

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• Tropicana launches Tropicana Fruit Squeeze, a 20-calorie drink with real
Tropicana fruit juice
• Lay’s launches ‘Share the Joy’ program to help the Make a Wish Foundation raise
funds
• Pepsi-Cola North America launches Diet Pepsi MAX
• Oh Boy! Oberto brand debuts 100-calorie Jerky Bites in original beef and teriyaki
turkey flavors
• IZZE Launches IZZE Esque, a low-calorie, nothing artificial beverage in three
flavors: Sparkling Mandarin, Sparkling Black Raspberry and Sparkling Limon.
• Propel unveils new ‘Fit Has a Feeling’ campaign and New Powder Packets for
On-The-Go
• New Quaker Mini Delights launches offering great taste and portion control in a
satisfying serving of mini snack cakes
• Diet Pepsi Jazz introduces new Caramel Cream flavor
• Grandma’s Cookies offering limited-edition flavors for spring: Iced Lemon and
Sugar flavors
• PepsiCo launches Smart Spot Dance! Initiative with celebrities Mario Lopez and
LaChanze to help African American and Hispanic families lead healthier, more
active lifestyles
• Walkers is the first major food brand in the world to display a carbon footprint
reduction logo on its packs
• SoBe Beverages launches SoBe Essential Energy
• PepsiCo Announces 25% Dividend Increase and Raises Share Repurchase Target;
Nooyi Assumes Chairman Title
• EPA Names PepsiCo 2007 ENERGY STAR(R) Partner of the Year
• PepsiCo Makes Largest Corporate Purchase of Renewable Energy Certificates
• Pepsi launches “Design Our Pepsi Can” National Promotion
• Tropicana unveils New Organic Line – Tropicana Organic
• QTG facility earns an Energy and Environmental Design (LEED) “Gold”
certification from the U.S. Green Building Council
• PCNA and Frito-Lay launch “Shrek the Third” National Summer Promotion
• Indra Nooyi receives the Outstanding American by Choice Award
• PepsiCo makes Fortune magazine’s ‘100 Best MBA Employers’ list
• Diet Pepsi Launches New Look, New Ad Campaign and New Attitude – Diet
Pepsi's "More Cola Taste"
• Pepsi, Diet Pepsi and Mountain Dew topped the 2007 Brand Keys Customer
Loyalty Engagement Index which tracks consumers’ relationships with brands
• PepsiCo joins U.S. Climate Action Partnership as part of its commitment to

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 sustainability
• Lipton introduces Lipton PureLeaf
• EPA Honors Frito-Lay’s Jonesboro facility for its sustainability efforts to
conserve energy and resources
• Cold Stone Creamery and Mountain Dew Join Forces to Introduce Dew Iced
• Mountain Dew Unveils unique, limited edition aluminum bottles
• Tostitos introduce Flour Tortilla Chips and two new Dairy Dips Nationwide
• PepsiCo named a 2007 Working Mother ‘Best Company for Multicultural
Women’
• PepsiCo wins two awards –Best Environmental/Wildlife Campaign and Best
Cause Marketing Event -- at Fifth Annual Cause Marketing Halo Awards
• Frito-Lay teams up with the Make-A-Wish Foundation to help children with life-
threatening diseases
• Dunkin’ Donuts launches SoBe Energy Coolatta
• Pepsi wins Webby Award for its execution of the "Best Sports Website"
• PepsiCo and Pepsi Americas, Inc jointly acquire Sandora, a Leading Juice
Company in Ukraine
• PepsiCo earns spot in Black Enterprise Magazine’s ‘40 Best Companies for
Diversity’
• Lay’s and Doritos Campaigns win Top PR Awards
• Doritos ‘Crash the Super Bowl’ program Wins International Advertising Award at
the International Advertising Festival

2006 Milestones
• Quaker Snacks Unveils Breakfast Cookies
• Doritos unveils new packaging, including an updated logo
• PepsiCo Launches Pepsi Limon in Peru
• PepsiCo Completes Acquisition of Stacy's Pita Chip Company
• Tropicana Now Offering OJ with Benecol
• PepsiCo Foodservice Partners With Cracker Barrel to Serve Up Fritos-Branded
Menu Item
• PepsiCo Foodservice Pours Two New Account Wins: Famous Dave's of America
and Roundtable Pizza
• Pepsi Celebrates 20th Consecutive Super Bowl With New Diet Pepsi Campaign
• North American Coffee Partnership Launches New Starbucks Beverages,
Starbucks Iced Coffee, Starbucks Iced Coffee Light as well as Strawberries and

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 Creme Frappuccino and Starbucks DoubleShot Light
• PepsiCo India re-launches Mirinda
• SoBe Launches New SoBe Life Water
• Cheetos kicks off the biggest marketing campaign in its history with "Undercover
Chester," an integrated communications platform that asks consumers to help
Chester Cheetah recover the stolen recipe for Cheetos
• In selected cities cross the United States, Pepsi distributes more than three million
free cans of newly reformulated Diet Mountain Dew, marking the largest single-
day sampling effort in company history
• Frito-Lay announces the launch of a new line of snack chips called Lay's
Sensations and Tostitos Sensations
• Frito-Lay launches Tostitos Multigrain; new snack brings flavor of four
wholesome grains to one of America's favorite tortilla chips
• Sam's Club teams with Aquafina to "Return the Warmth" to local communities
through a national large-scale recycling program. The 50 communities to collect
the most Aquafina bottles and deposit them at designated collection locations
receive a $1,000 grant from Sam's Club in addition to an assortment of fleece
jackets made from recycled plastic bottle material
• Lay's Introduces Hot 'n Spicy KC Masterpiece BBQ Potato Chips
• Grammy award winning artist Mariah Carey writes and records original ringtones
for the Pepsi Cool Tones & Motorola Phones promotion.
• Rice-A-Roni introduces a new line of whole-grain side dishes
• Pepsi Joins Bipartisan Alliance, Adopts New School Policy to Promote Healthier
Lifestyles for Elementary, Middle and High School Students
• Frito-Lay cuts saturated fat in Lay's, Ruffles by more than 50% with move to
NuSun™ Sunflower Oil
• Pepsi unveils new Dole Sparklers and Sierra Mist Cranberry Splash
• PepsiCo announces that it will be the official, exclusive food and beverage partner
of the highly anticipated Superman Returns film
• Starbucks and PepsiCo sign a distribution agreement for Ethos Water
• PepsiCo, the National Hockey League (NHL) and the National Hockey League
Players' Association (NHLPA ) sign an exclusive multi-year beverage and snack
deal
• PepsiCo, National Hockey League and National Hockey League Players
Association sign multi-year deal, giving PepsiCo exclusive rights in the beverage,
sports beverage, bottled water and snack categories. With this deal, Gatorade
becomes the official sports drink of NHL.
• PepsiCo Mexico celebrates the official launch of the ‘Vive Saludable’ program
illustrating their commitment to promote healthy lifestyles for consumers and
employees and together help reduce the risk of nutrition-related health problems,

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 including obesity
• Diet Pepsi launches Jazz, a new line of zero-calorie colas available in rich flavors
like Black Cherry French Vanilla and Strawberries & Cream
• PepsiCo introduces Ben & Jerry’s Milkshakes, a rich, creamy drinkable treat in
three classic flavors--Cherry Garcia, Chunky Monkey and Chocolate Fudge
Brownie
• Tropicana debuts Tropicana Pure--a new line of 100% premium juices
• PepsiCo is added to the Dow Jones Sustainability North America Index (DJSI)
• Quaker Oats debuts its new Quaker Oatmeal Crunch, warm oatmeal with the
crunchy texture of cold cereal.
• Indra Nooyi named Chief Executive Officer of PepsiCo as of October 1, 2006
• Frito-Lay debuts action cups
• Frito-Lay kicks of its nationwide rollout of Lay’s with 100% Pure Sunflower Oil
• Pepsi acquires IZZE beverage company
• Arby’s names Pepsi-Cola as its Food and Beverage Supplier Award winner
• Golden Corral restaurants and Pepsi announce a multi-year agreement making
Pepsi the chain’s preferred beverage supplier in all locations
• Grandmas Cookies releases 2 limited-edition ‘fall favorites’ flavors—Spiced
Molasses and Fall Fudge Chip
• Cold Stone Creamery announces a multi-year agreement making Pepsi its
exclusive beverage supplier
• Frito-Lay North America signed agreement with the Alliance for a Healthier
Generation for a new policy for selling our foods in schools
• Frito-Lay launches new Baked!Tostitos Scoops! Tortilla chips, with lower calorie
and lower fat benefits
• Pepsi signs 5-year sponsorship renewal with Major League Baseball Properties
making Pepsi the “Official Soft Drink of Major League Baseball”
• PBSG Parkwood and Frito-Lay headquarters associates raise more than $1.8
million dollars in the American Heart Association Walk
• PepsiCo announced intent to acquire Naked Juice Company
• Federal Trade Commission clears PepsiCo for Naked Juice Co. purchase
• PepsiCo announces it will acquire New Zealand snack company Bluebird Foods

2005 Milestones
• Frito-Lay introduces Doritos Black Pepper Jack
• Diet Sierra Mist becomes Sierra Mist Free.

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• SoBe Launches Sugar-Free No Fear.
• PepsiCo launches "Smart Spot" symbol in Canada
• Tropicana Teams With Weight Watchers to Offer Tropicana Light ‘n Healthy as
Part of 'Points' Program
• Pepsi Lime and Diet Pepsi Lime Launch
• Tropicana Twister Soda Launched in April
• The Fuddruckers restaurant chain signed a 7-year, 5.6 million gallon agreement
with Pepsi-Cola North America to serve Pepsi products.
• Pepsi-Lipton Tea Partnership Announces New Lipton Original Iced Tea and New
Lipton Iced Tea; Reformulated Ready-to-Drink Teas Hit Store Shelves
• Pepsi-Cola North America adds to its portfolio of Dole 100% juices – Ruby Red
Grapefruit – as well as a new line of 50% juice beverages called Dole Lights.
• Gatorade introduces Gatorade Endurance Formula
• Pepsi-Cola North America announced it will add Splenda® brand sweetener to a
newly reformulated Pepsi ONE, creating a full-flavor cola taste with only one
calorie.
• Frito-Lay Brings Wasabi Funyuns to Continental United States
• Quaker snack bars re-launched with new branding, packaging and advertising
• PepsiCo Celebrates 40th Anniversary
• PepsiCo International announced the appointment of Pioneer Foods, a leading
South African food and beverage company, as its franchisee in the Republic of
South Africa.
• Tropicana has launched 'Tropicana Sensations', a new line of premium fruit juices
in Spain
• PepsiCo launches Quaker Milk Chillers
• Gatorade Partners with NFL to Educate High School Football Coaches on Proper
Hydration During Practice
• Pepsi-Cola North America Launches Mountain Dew Pitch Black II
• Quaker Introduces Weight Control Instant Oatmeal
• Diet Pepsi Presents the NFL Rookie Challenge -- Winner Receives Superbowl
Tickets for Life
• Tropicana Launches All Fruit Smoothies
• Pepsi is chosen as the exclusive beverage provider for Soup Kitchen International,
Inc. and The Original SoupMan
• PepsiCo Donates $2 Million to Pakistan Earthquake Victims
• PepsiCo Launches New Samba Drink in Australia
• Pepsi-Cola North America Launches MDX Energy Soda

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 • Pepsi Partners with Harvey's, Swiss Chalet and Milestone's Restaurants
• PepsiCo "Twistos" Croutons Launched in Russia
• Gatorade Launches Propel Calcium - First Calcium-Enriched Fitness Water
• Frito-Lay Launches Quaker Oats in India
• Walkers to Launch New Beef Jerky Product in the U.K. under its Nobby's brand
• PepsiCo Health & Wellness Launches Everyday Smart Moves Magazine
• PepsiCo, Cindy Crawford and KaBOOM Build First Smart Spot Playground in
Washington, D.C.
• Pepsi Latte Launches in Thailand
• Tropicana FruitWise Campaign Launches
• Mountain Dew Sponsored ESPN X Games Debut in the Middle East
• PepsiCo Launches Pepsi Cappuccino in Romania
• Quaker Launches Vanilla Yogurt Crunch Cereal
• Britvic Launches Pepsi Max Cino
2004 Milestones
• PepsiCo Launches ‘HealthRoads’ Wellness Benefit for Associates and Their
Families
• PepsiCo’s new “Smart Spot” program is featured as an example of the food
industry’s focus on health and wellness in today’s edition of USA Today.
• Frito-Lay Launches Doritos and Cheetos Halloween Treat Multi-Sacks
• Frito-Lay’s 24-count Multi-Sack variety pack won the Institute of Packaging
Professional's (IoPP) Integrity Award, one of the industry’s top awards, at this
year’s AmeriStar Packaging Awards.
• Frito-Lay Introduces Doritos Black Pepper Jack
• Diet Sierra Mist Becomes Sierra Mist Free
• Pepsi Bottling Group (PBG) – PepsiCo’s biggest bottler bought Phil Gaudreault et
Fils Ltee, a Quebec-based Pepsi bottler.
• SoBe Launches Sugar-Free No Fear
• PepsiCo Launches 'Smart Spot' Symbol in Canada
• Frito-Lay launches Doritos Edge and Tostitos Edge -- line extensions with 60%
fewer carbohydrates.
• Gatorade introduces Gatorade Endurance Hydration Formula-- a specialized
sports drink to meet the needs of endurance athletes.
• Frito-Lay introduces Quaker Chewy Cookies & Milk granola bars and Quaker
Fruit & Oatmeal cereal bars.
• Frito-Lay Canada eliminates trans fats from chips and launches a line of All
Natural and Organic products.

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 • Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar,
carbohydrates and calories than regular cola.
• PepsiCo publishes first Corporate Citizenship report in its 2003 Annual Report.
2003 Milestones
• Pepsi-Cola launches Sierra Mist nationally.
• PepsiCo launches "Get Active/Stay Active'' program.
• Quaker Chewy introduces Quaker Chewy Wholesome Favorites and Quaker
Chewy Trail Mix.
• Gatorade unveils In-Car Hydration System for NASCAR Drivers.
• SoBe sponsors U.S. Open Snowboarding Championships.
• Pepsi announces plans to launch Mt. Dew LiveWire, an orange drink, this
summer.
• Pepsi-Cola signs an exclusive four-year sponsorship deal with the Canadian
Hockey Association, making Pepsi the official soft drink.
• Pepsi announces four-year sponsorship agreement with the UK Football
Association.
• Frito-Lay announces new line of snacks made with organic ingredients called
“Natural Snacks.”
• “Pepsi Stuff” Campaign kicks-off in Canada.
• Frito-Lay finds winner of “Would You Name Your Baby Horton” search
celebrating the “re-birth” of its Ruffles brand. The child will receive $50,000
college tuition fund from Frito-Lay.
• PepsiCo creates PepsiCo International, the business that will unite all
international snack, beverage and food units in an effort to drive faster growth and
improved profitability around the world.
• PepsiCo releases a Spanish-language "Power of One" television commercial
starring Puerto Rican singer and actor, Ponce, and Velasquez, Mexican-American
singer and actress.
• Pepsi–Cola trademark turns 100 years old.
• Quaker rolls out new Oatmeal Breakfast Squares.
• Pepsi Vanilla is launched in the United States.
• Tropicana introduces Tropicana 100% Juice Blends.
• Pepsi unveils a new tagline: "Pepsi. It's the Cola." It is the brand's first major
campaign shift since 1999 and highlights how Pepsi goes with everything from
food to fun.

2002 Milestones
• Frito-Lay introduces Go Snacks, canisters that truly go anywhere.

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• Gatorade introduces new Gatorade ICE in three flavors- Orange, Lime and
Strawberry.
• Tropicana Pure Premium announces sponsorship of Disney's award-winning show
The Lion King.
• Tropicana® Pure Premium® introduces 14-oz. single-serve resealable bottle you
can take with you for the on-the-go- consumers.
• Diet Pepsi has a new look.
• "Mr. Green," a green-tinted carbonated soft drink with caffeine and ginseng, is
launched under SoBe's New Age beverage line in April.
• The North American Coffee Partnership (NACP), a joint venture between
Starbucks Coffee Company and PepsiCo, Inc. introduces Starbucks DoubleShot.
• Quaker Oatmeal this year celebrates the 125th anniversary of the nation's number-
one-choice for a nutritious, hot breakfast cereal.
• Gatorade turns 35. It was created in 1960s to help performance of Florida Gators
football team and now is the leading sport drink.
• New line of Gatorade brand drinks, Xtremo, comes in three new flavors - Mango,
Tropical and Citrico.
• PepsiCo and Kenneth Cooper, M.D., M.P.H., of Cooper Concepts Inc. (CCI), a
division of the renowned Cooper Aerobics Center in Dallas, TX enter into an
agreement to promote nutrition, fitness and wellness.
• Dole Beverages enters chilled orange juice business as it launches five new
flavors and packages.
• Aquafina debuts new line of great-tasting enhanced waters. Aquafina Essentials
target active, health-conscious adults in four lightly sweetened varieties including
B-Power, Calcium+, Daily C and Multi-V in 20-oz. bottles.
• PepsiCo reorganizes to unite all North American beverage operations, including
Pepsi-Cola, Tropicana and Gatorade, into one new division -- PepsiCo Beverages
and Foods North America.
• PepsiCo announces $5 billion share repurchase program.
• Starbucks unveils white vanilla and coconut crème Frappuccino.
• Tropicana has new ad campaign for Tropicana Pure Premium Healthy Kids - TV
spots designed to capture the essence of children's needs.
• Galaxy Nutritional Foods launches Ultra Smoothies made with Tropicana juices.
• PepsiCo publishes Health and Wellness Philosophy. (on pepsico.com)
• Frito-Lay announces it is eliminating trans fats from Doritos, Tostitos, and
Cheetos.
• Frito-Lay announces plans to introduce Lay's Reduced Fat chips and Cheetos
Reduced Fat snacks.
• Quaker's Nutrition for Women team has developed a Food Guide Pyramid for

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 Women as well as an online nutritional assessment.
• Brand Pepsi has a new look.
• Beyonce Knowles has joined the Pepsi family and will collaborate with Pepsi two
new TV commercials, radio, and Internet ads.
• PepsiCo introduces Marathon Kids, a program that encourages kids and their
families to be more physically active. The program debuts in Dallas, TX.
• Tropicana introduces a new campaign with the tag line "So pure. So alive.
Tropicana Pure Premium."
• Tropicana Pure Premium and Quaker Oatmeal launch the Heart and Soul Mates
Support Network featuring nutrition tips, motivational messages and coaching
advice, to help consumers turn healthy habits into life-long changes.
2001 Milestones
• Pepsi-Cola Company launches Dole single-serve juices in vending machines,
coolers and other retail outlets throughout the United States.
• Pepsi-Cola's flagship brand will have new tagline, "The Joy of Pepsi."
• Tropicana celebrates a company milestone - 300 billion fresh oranges squeezed
since the company began making country's first ever mass distributed, not-from-
concentrate juice in 1947.
• Tropicana introduces Smoothies. A natural juice-based product, smoothies
combine fruit juices and non-fat yogurt into a smooth, filling drink that delivers
nutrition, taste and convenience.
• Pepsi-Cola launches the bold new Mountain Dew Code Red nationwide. It is
Mountain Dew's first line extension since the introduction of Diet Mountain Dew
in 1988.
• May 2 -The Board of Directors of PepsiCo, Inc. elected Steven S Reinemund
chairman of the board and chief executive officer, succeeding Roger Enrico who
will become vice chairman. The board also elected Indra K. Nooyi as a director
and gave her the additional title of president of PepsiCo in addition to CFO.
• Frito-Lay introduces Lay's Bistro Gourmet potato chips.
• Pepsi-Cola Company introduces a "Pepsi Twist." Regular and diet versions of the
crisp new cola with lemon are entering retail outlets in selected U.S. markets.
• SLAM, the orange brand Mirinda, is launched in Italy.
• PepsiCo acquires Tasali Foods, Saudi Arabia's leading snack company.
• On August 2, PepsiCo merges with The Quaker Oats Company, creating a $25
billion food and beverage company focused on the rapidly growing consumer
demand for convenience.
• Tropicana Pure Premium Low Acid orange juice makes official debut at
Tropicana 400.
• Diet Sierra Mist is Introduced.

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2000 Milestones
• Pepsi-Cola revives its "Pepsi Challenge" advertising campaign. Challenge
includes Pepsi One and Diet Coke as well as regular cola.
• Pepsi-Cola teams up with Yahoo Inc., the biggest web navigation company, in a
multimedia marketing campaign aimed at teens and young adults.
• Tropicana, in a joint venture with Galaxy Foods Co., will introduce an icy
smoothie soy milk-and-fruit drink, made with juice, fruit puree along with
soymilk and soy protein.
• Aquafina brand bottled water becomes the best-selling brand of single-serve
bottled water in US retail channels.
• PepsiStuff.com, a web site for merchandise, discounts and digital music files from
biggest names in movies, music, video games, apparel and sports is launched in
joint promotion with Yahoo.
• Pepsi-Cola launches "Sierra Mist" a caffeine-free, lemon/lime soda.
• The North American Coffee Partnership launched Caramel-flavored bottled
Frappuccino Coffee Drink - the sixth flavor addition to its popular line of ready-
to-drink coffee.
• PepsiCo, Inc. reaches agreement to acquire a majority stake in South Beach
Beverage Company, whose highly innovative SoBe brand has made it one of
industry's most successful companies.
• PepsiCo, Inc. and The Quaker Oats Company reached an agreement to merge.
• PepsiCo completes the acquisition of a majority stake in South Beach Beverage
Co.
• PepsiCo sales are $20 billion and the company has 125,000 employees at year
end.
• PepsiCo launches Diversity@work, http://www.pepsico.com/diversity website.
1999 Milestones
• Tropicana introduces two new calcium-fortified Pure Premium juices: Pure
Premium Grovestand Calcium and Pure Premium Ruby Red Grapefruit Calcium.
• Pepsi launches "The Joy of Cola" advertising campaign.
• In March, The Pepsi Bottling Group, the world's largest Pepsi bottler, begins
trading on the New York Stock Exchange. It is listed under the symbol PBG. The
$2.3 billion public offering is among the biggest initial public offerings in stock
market history.
• Steve Reinemund named president of PepsiCo.
• Hallie Eisenberg "Joy of Cola" commercials named #6 of "Fifty Greatest TV
commercials of all time," by TV Guide.
• Lipton introduces Iced Tea Green Tea with Honey and Diet Peach.
• PepsiCo and Suntory Limited signed an agreement to create a joint venture

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 linking bottling networks in North Carolina and New York. The new company,
Pepsi Bottling Ventures, will be the third largest bottler in the Pepsi system.
• Tropicana juices are entering the huge India market for the first time.
Spearheaded by Tropicana Asia Pacific, orange juice will appear in the New
Delhi and Bangalore markets.
• Frito-Lay introduces a new corporate logo.
• Frito-Lay signs agreement with Oberto Sausage to be the exclusive distributor of
the natural-style jerky.
1998 Milestones
• Pepsi-Cola introduces two-liter plastic bottle with built-in "grip handle" that
makes it easier to grip and pour."
• PepsiCo Chairman and CEO Roger A. Enrico donates his salary to provide
scholarships for children of PepsiCo employees.
• Pepsi introduces new look called the "Globe" which prominently features a 3-
dimensional Globe against a blue ice backdrop.
• Pepsi-Cola announces breakthrough product: Pepsi One, great-tasting, one-calorie
cola is first in United States with newly FDA approved sweetener Sunett®.
• Former Chairman and CEO Wayne Calloway dies on July 9th. He joined PepsiCo
in 1967 becoming its Chairman and CEO in 1986.
• PepsiCo acquires Tropicana Products from Seagram Company Ltd., the biggest
acquisition ever undertaken by PepsiCo. Tropicana was founded in 1947 by
Anthony Rossi. Its major brand is Tropicana Pure Premium Juices.
• The Frito-Lay Company purchases Smith's Snackfood Company in Australia from
United Biscuits Holdings, Inc. (Purchase completed on Aug. 26.)
• In November the PepsiCo Board of Directors authorizes the company to convert a
significant portion of its $7 billion company-owned bottling operations, The Pepsi
Bottling Group (PBG) into public ownership.
• PepsiCo signs groundbreaking 10-year agreement with the YMCA of the USA
through which both Pepsi-Cola and Frito-Lay will develop national and local
marketing programs to support the organization's many charitable efforts.
• Frito-Lay becomes the snack chip leader in South and Central America as it enters
a joint venture with Empreseas Polar SA of Venezuela.
• Frito-Lay acquires Barcel, Chile's second-largest snack company.
• Frito-Lay acquires an expanded state in Tasty Foods Egypt.
• Pepsi and Frito-Lay media buying is consolidated.
• PepsiCo products contribute more than any other packaged goods company to the
sales growth in U.S. supermarkets, mass merchandisers and chain drug stores.
• Tropicana Products, Inc. acquires Alimentos del Valle S.A., one of Spain's
leading chilled juice and soup companies.

42
1997 Milestones
• Pepsi-Cola introduces new advertising campaign with the theme "Generation
Next."
• Pepsi-Cola North American bottling operations become a separate unit called The
Pepsi-Cola Bottling Co.
• National roll-out of Aquafina bottled water.
• Frito-Lay announces plans to buy the 104-year-old snack, Cracker Jack, a candy-
coated mix of popcorn and peanuts from Borden Foods Corp.
• Pepsi-Cola kicks off the celebration of its 1998 100th Anniversary with first
worldwide bottlers conference, held in Hawaii. The event is held during the same
time as first bottler's conference.
• Frito-Lay introduces Doritos 3D's Tortilla Chips, a triangle-shaped chip.

1996 Milestones
• Pepsi-Cola launches Pepsi World at http://www.pepsi.com
• "Pepsi Stuff" unveiled. Consumers save points for merchandise.
• PepsiCo stocks splits two-for-one.
• Pepsi-Cola domestic and international operations combined into Pepsi-Cola
Company. International and domestic snack food operations combined into one
business unit called Frito-Lay Company.
• Mountain Dew launches a massive beeper network called "The Mountain Dew
Extreme Network."
• PepsiCo, Inc. and Lucasfilm Ltd. announce the largest promotional alliance in
entertainment history, linking existing and future Star Wars series with PepsiCo
beverage, snack foods and restaurant brands worldwide.
• Pepsi-Cola and MTV establish a partnership to develop international
programming, cross promotions, marketing tie-ins and special events.
• Filming of the world's first commercial in space. Cosmonauts shoot a large blue
Pepsi can in orbit outside the MIR Space station.
• International retail sales of Doritos brand tortilla chips exceed $250 million,
global expansion nears 20 countries.
• PepsiCo announces plans to spin off its restaurant businesses as an independent
publicly-traded company, sell its food distribution company and focus on its core
beverage and snack food businesses. The spin-off is completed October 6, 1997.
Shareholders receive one share in the new restaurant company, Tricon Global
Restaurants, Inc., for every 10 shares they hold in PepsiCo, Inc.
• PepsiCo is now a $20 billion company with approximately 140,000 employees
worldwide.
• Pepsi-Cola introduces "Nothing else is a Pepsi" theme line.
• Pepsi-Cola is top ad scorer in Super Bowl.

43
 • Mountain Dew sponsors the Grammy Awards. Theme line is "Been There, Done
That, Tried That."
• The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing "There's
only one Original."
• Pepsi-Cola introduces Smooth Moos Smoothies, a line of low-fat dairy shakes.
• Roger Enrico succeeds Wayne Calloway as chief executive officer and chairman
of the Board of Directors.

1995 Milestones
• Pepsi-Cola introduces "Nothing else is a Pepsi" theme line.
• Pepsi-Cola is top ad scorer in Super Bowl.
• Mountain Dew sponsors the Grammy Awards. Theme line is "Been There, Done
That, Tried That."
• The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing "There's
only one Original."
• Pepsi-Cola introduces Smooth Moos Smoothies, a line of low-fat dairy shakes.
• 7Up International launches 7UP Ice Cola, a new clear cola.
• Frito-Lay aggressively expands its low/no-fat snack segment. Baked Lays is
introduced.
• Frito-Lay tests Baked Tostitos, Rold Gold Fat Free Pretzels, Ruffles Reduced Fat
Potato Chips and Tostitos fat-free salsas and black bean dip brands. Campaign
line is "Taste the fun, not the fat."
• PepsiCo will introduce Lay's brand potato chips in 20 markets throughout the
world.
• PepsiCo is on-line at http://www.pepsico.com

1994 Milestones
• Pepsi-Cola is first major soft drink maker to begin producing and distributing its
product in Vietnam.
• Pepsi-Cola launches its sports drink All Sport. It is sold in 2001.
• Pepsi-Cola International acquires Indian company, its first big bottling plant in
Bombay.
• Doritos is introduced to the United Kingdom, marking the creation of a new
"global brand."
• Frito-Lay and K.C. Masterpiece Original Brand Barbecue Sauce launches Lay's
Masterpiece brand Barbecue Flavor Potato Chips, marking the first time Lay's has
entered into a co-branding agreement.
• PepsiCo and Starbucks form the North American Coffee Partnership to jointly
develop ready-to-drink coffee beverages.
• Pepsi-Cola licenses the Citrus Hill trademark from The Procter & Gamble Co. to

44
 launch a line of fountain juices and drinks.
• China gets cheese-less Cheeotos, the first time a major snack-food brand will be
produced in China for Chinese tastes.
• Reba McEntire becomes first celebrity to appear nationally on a Frito-Lay
package.
• Frito-Lay nationally launches new baked Rold Gold Fat Free Thins Pretzels, the
first fat free reduced sodium pretzel introduced by the company.
• Wake Forest University names its School of Business and Accountancy in honor
of Wayne Calloway.
• PepsiCo sales reach $30.4 billion. There are 470,000 employees worldwide,
making PepsiCo the third largest employer.

1993 Milestones
• Frito-Lay launches new Doritos brand Tortilla Thins. Within five months of
launch, Tortilla Thins breaks into the ranks of the 10 largest-selling snack chips in
the U.S.
• After a 27-year absence, Pepsi returns to Broadway with the lighting of a
spectacular new neon sign in Times Square.
• Both PepsiCo beverages and snack food operating profits pass the $1 billion
mark.
• Pepsi-Cola introduces freshness dating.
• Frito-Lay introduces Baked Tostitos brand Tortilla Chips.
• Pepsi introduces "The Cube," an innovative 24-can multipack, that satisfies
growing consumer demand for convenient large size soft drink packaging.
• PepsiCo acquires East Side Mario's Restaurants Inc. It sells the 40 units in 1997.
• PepsiCo acquires D'Angelo Sandwich Shops chain, which is sold in 1997.
• Pepsi-Cola International introduces Pepsi Max, a soft drink with unique blend of
sweeteners that delivers maximum cola taste in a no-sugar product.
• Frito-Lay nationally launches Wavy Lay's Original and Au Gratin flavors.
• Pepsi-Cola introduces Aquafina bottled water into test market.

1992 Milestones
• PepsiCo purchases an equity interest in California Pizza Kitchen. It is sold in
1997.
• Pepsi-Cola introduces new "Gotta Have It" advertising theme and launches the
"Gotta Have It" card.
• Frito-Lay and General Mills agree to merge snack food businesses in Europe.
• Frito-Lay introduces reformulation of Doritos brand Nacho Cheesier flavored
tortilla chips.

45
 • Frito-Lay presents network Lay's/Ruffles advertising -- the first in 10 years.
• Frito-Lay enlists George Foreman for Doritos advertising.
• Pepsi introduces new slogan "Be Young - Have Fun - Drink Pepsi."
• Pepsi-Cola begins distribution of Lipton's line of ready-to-drink teas nationwide.

1991 Milestones
• PepsiCo acquires an equity interest in Wedel SA, the leading manufacturer of
chocolate and confectionery in Poland Snacks now include operations in 23
countries.
• Pepsi-Cola introduces a new logo, its eighth in 93 years. Advertising features rap
singer MC Hammer.
• Pepsi-Cola forms joint venture with Thomas J. Lipton Co. to develop and market
tea-based drinks.
• Frito-Lay launches Sunchips, its first multigrain snack.
• Frito-Lay introduces Chee tos Paws.
• Frito-Lay introduces Tostitos brand Restaurant-Style tortilla chips.
• Ray Charles teams up with the Uh-Huh Girls. The slogan for Diet Pepsi is
modified to "You Got The Right One Baby, Uh-Huh!"
• PepsiCo purchases an equity position in Carts of Colorado, Inc., the leading
manufacturer and marketer of mobile merchandising equipment. It is sold in
1995.

1990 Milestones
• PepsiCo stock splits three-for-one.
• PepsiCo acquires a controlling interest in Gamesa, Mexico's largest cookie
company.
• Frito-Lay advertising for Doritos brand tortilla chips features talk celebrity Jay
Leno.
• PepsiCo signs the largest commercial trade agreement in history with the Soviet
Union.
• PepsiCo profits exceed $1 billion for the first time.

1989 Milestones
• PepsiCo acquires Walkers Crisps and Smith Crisps, two of the United Kingdom's
leading snack food companies.
• PepsiCo acquires Smartfood ready-to-eat popcorn business.
• PepsiCo enters top 25 of Fortune 500 ranking with sales of $15.4 billion, it is
number 23. The company has more than 300,000 employees.

46
1988 Milestones
• Pepsi-Cola International enters a landmark joint venture agreement in India.
• Renewed accord with the Soviet Union extends PepsiCo trade relationships.
• Hostess Frito-Lay, a major new partnership in Canada, is formed with Hostess
Foods in Canada.
• "Chase," a four-part Pepsi ad featuring Michael Jackson in his first-ever episodic
commercial, airs during the Grammy awards and becomes the most-watched
commercial in advertising history.
• Pepsi-Cola runs first paid advertisement on Soviet TV during "Pozner in
America," a joint US-Soviet production.
• Worldwide retails sales of Doritos brand tortilla chips hit $1 billion. It is the
world's largest selling snack chips brand.
• PepsiCo introduces SharePower Stock Option program for all employees,
becoming the first large corporation to award stock options to virtually all full-
time employees.

1987 Milestones
• "Mustang," a Diet Pepsi commercial, becomes the first ad ever to appear in a
home video cassette. The cassette, "Top Gun," becomes the largest-selling video
ever.
• Pepsi sponsors tours of major music stars, including Miami Sound Machine,
David Bowie and Tina Turner.
• Frito-Lay pioneers the use of hand-held computers for marketing.

1986 Milestones
• Wayne Calloway becomes chairman of the Board of Directors and chief executive
officer in May when Donald M. Kendall retires.
• The corporation is reorganized and decentralized. Beverage operations are
combined under PepsiCo Worldwide Beverages; snack food operations are
combined under PepsiCo Worldwide Foods.
• Shareholders approve reincorporation of PepsiCo in North Carolina.
• PepsiCo stock splits three-for-one.
• PepsiCo purchases Kentucky Fried Chicken, the leader in the quick service
chicken market. KFC was founded by Colonel Harland Sanders. Colonel Sanders
began franchising the company in 1952. KFC is spun off along with Pizza Hut
and Taco Bell businesses as Tricon Global Restaurants, Inc. in 1997.
• PepsiCo purchases Seven-Up International, the third largest franchise soft drink
operation outside the United States.
• PepsiCo passes $10 billion in sales.
• PepsiCo is listed on the Tokyo stock exchange.

47
 • Chester Cheetah makes his prime-time television debut for Frito-Lay with a fully
animated commercial for Cheeotos cheese flavored snacks.
• "Dew it Country Cool, " becomes new slogan for Mountain Dew.
• Diet Pepsi gets a new logo.
• Pepsi-Cola acquires Mug Root Beer.
• Pepsi-Cola sponsors the first Western-produced consumer commercial in the
Soviet Union, appearing during the Goodwill Games.
• PepsiCo Board of Directors visits the People's Republic of China to mark the
opening of Pepsi's second bottling plant in China.
• Frito-Lay introduces Santitas brand restaurant style tortilla chips.

1985 Milestones
• PepsiCo is now the largest company in the beverage industry. The company has
revenues of more than $7.5 billion, more than 137,000 employees.
• Pepsi-Cola products are available in nearly 150 countries and territories around
the world. Snack food operations are in 10 international markets.
• Frito-Lay expands into new headquarters in Plano, Texas.
• PepsiCo's first line of sweet snacks, Sonrics, is added in Mexico.
• The cola war takes "one giant sip for mankind," when a Pepsi "space can" is
successfully tested aboard the space shuttle.
• Pepsi's successful "Entertainment Marketing" strategy is extended, with singers
Lionel Richie and Tina Turner and actor Michael J. Fox, among others.
• Pepsi distributes products in China.

1984 Milestones
• PepsiCo is restructured to focus on its three core businesses: soft drinks, snack
foods and restaurants. Transportation and sporting goods businesses are sold.
• Wayne Calloway becomes president of PepsiCo.
• Diet Pepsi is reformulated with 100% NutraSweet.
• Slice and Diet Slice, the first major soft drinks with fruit juice, are introduced.
• Pepsi-Cola makes advertising history as Michael Jackson and his brothers usher
in a new generation of Pepsi-Cola advertising in two of the most eagerly-awaited
television commercials featuring music marketing. Pepsi becomes "The Choice of
a New Generation."
• Herman W. Lay Award of Excellence established at Frito-Lay to recognize world-
class selling excellence.

1983 Milestones
• The Bottler Hall of Fame is established to recognize the achievement and
dedication of international bottlers.

48
 • "Dew It to It," theme is incorporated to brand Mountain Dew.

1982 Milestones
• Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are
introduced.
• Inauguration of the first Pepsi-Cola operation in China.

1981 Milestones
• PepsiCo passes $7 billion in sales.
• Tostitos brand crispy round tortilla chips are introduced by Frito-Lay.
• PepsiCo Fitness Center is completed; making PepsiCo one of the most advanced
companies in the area of employee health and fitness.
• Frito-Lay begins nutritional labeling on a national basis.
• "Pepsi's got your taste for life!" is the new campaign.
• PepsiCo and China reach agreement to manufacture soft drinks, with production
beginning in 1982.
• PepsiCo launches PepsiCo Food Systems (PFS), its restaurant supply company.
PFS is sold to AmeriServe in 1997.
• "Give me a Dew" succeeds the slogan "Reach for the Sun, Reach for a Mountain
Dew."

1980 Milestones
• PepsiCo Food Service International (PFSI) is formed to focus on overseas
development of restaurants.
• PepsiCo now has 111,000 employees.
• First presentation of the international Donald M. Kendall Bottler-of-the-Year
Award.
• Frito-Lay begins nationwide roll-out of Grandma's brand cookies.
• Garden designer Russell Page (1906-1985) begins to extend the gardens at
PepsiCo.
• Pepsi is #1 in sales in take-home market.

1979 Milestones
• Opening of PepsiCo Research and Technical Center in Valhalla, N.Y.
• PepsiCo reaches $5 billion in sales.
• PepsiCo's international snack food operations continue to grow. It is now larger
than Frito-Lay at the time of its merger with Pepsi-Cola.
• Pepsi's new campaign, "Catch that Pepsi Spirit!" reflects the upbeat attitude of an
increasingly positive America.
• "Hello Sunshine" campaign remains basically intact, theme line is changed to

49
 "Reach for the Sun, Reach for Mountain Dew."
• Pepsi introduces twelve-pack cans.

1978 Milestones
• Taco Bell is acquired. Taco Bell was established in the mid 1960s by Glen Bell. It
is spun off along with Pizza Hut and KFC businesses as Tricon Global
Restaurants, Inc. in 1997. Later becomes YUM.

1977 Milestones
• PepsiCo acquires Pizza Hut, Inc. Pizza Hut was founded in 1958 by Dan and
Frank Carney. It is spun off along with Taco Bell and KFC businesses as Tricon
Global Restaurants, Inc. in 1997.
• PepsiCo passes the $3 billion mark in sales.
• PepsiCo stock splits three-for-one.

1976 Milestones
• The Pepsi Challenge, introduced in Dallas, Tex. in 1975, becomes a national
campaign. Around the nation, consumers select Pepsi-Cola as the best tasting
cola.
• PepsiCo adopts Code of Worldwide Business Conduct.
• Pepsi-Cola becomes the single largest selling soft drink brand sold in U.S.
supermarkets. Advertising campaign is "Have a Pepsi day!" "Puppies," becomes
one of America's best-loved ads.

1975 Milestones
• PepsiCo has 49,000 employees
• Pepsi Light, with a distinctive lemon taste, is introduced as an alternative to
traditional diet colas.
• "Hello Sunshine" becomes the slogan for Mountain Dew.

1974 Milestones
• PepsiCo sales pass the $2 billion mark.
• Pepsi-Cola becomes the first American consumer product to be produced,
marketed and sold in the former Soviet Union.

1973 Milestones
• Foods International, later called PepsiCo Foods International (PFI) and
subsequently named Frito-Lay International, is established to market snack foods
around the world.
• Individualism flourishes, Pepsi advertising picks up on the movement, plays it
back as "Join the Pepsi people, feelin' free."
• The third Mountain Dew slogan appears "Put A Little Yahoo in Your Life."

50
1972 Milestones
• Mountain Dew, acquired by Pepsi-Cola in 1964, switches its advertising and
package graphics from hillbillies to action-oriented scenes. Sales climb and
Mountain Dew will become one of the 10 best-selling soft drinks in the United
States.
• Don Kendall announces agreement making Pepsi-Cola the first foreign product
sold in the then U.S.S.R. PepsiCo is given exclusive rights to import Stolichnaya
Russian vodka in the U.S.

1971 Milestones
• PepsiCo Chief Executive Officer Donald M. Kendall assumes the position of
chairman of the Board of Directors on the retirement of Herman W. Lay. Lay
maintains an active role in the corporation until his death December 6, 1982.
• Andrall E. Pearson is appointed president of PepsiCo, a position he holds until his
retirement in 1984.

1970 Milestones
• PepsiCo sales pass the $1 billion mark. The company has 36,000 employees.
• PepsiCo moves from New York City to new world headquarters in Purchase,
N.Y. The new corporate headquarters feature a building by one of America's
foremost architects, Edward Durrell Stone (1902-1978), set on a campus of 144
acres amid an outdoor sculpture garden.
• Frito-Lay begins a program of expansion. Over the next decade, the company
opens, on average, more than one new plant a year.
• W.C. Fritos is introduced as Frito-Lay's new advertising mascot.
• Wilson Sporting Goods, a top name in sports equipment, joins PepsiCo. It is
divested in 1985.
• Pepsi introduces the industry's first two-liter bottle.
• Pepsi is the first company to respond to consumer preference with lightweight,
recyclable, plastic bottles.

1969 Milestones
• Bold, modern Pepsi-Cola packaging using red, white and blue is introduced.
"You've got a lot to live, Pepsi's got a lot to give," becomes the advertising theme.
• Frito-Lay introduces Funyuns brand onion flavored snacks.
• Mountain Dew changes its slogan to "Get That Barefoot Feelin' Drinkin'
Mountain Dew."

1968 Milestones
• North American Van Lines (NAVL), a premier transportation company, joins
PepsiCo. NAVL remains a strodng contributor to PepsiCo until it is divested in
1984.

51
1967 Milestones
• Pepsi Generation advertising, "Come Alive! You're in the Pepsi Generation"
campaign that named and claimed a whole generation (1963-67), introduces a
new theme: "Taste that beats the others cold. Pepsi pours it on!"

1966 Milestones
• Doritos brand tortilla chips are introduced. They are destined to become the most
popular snack chip in the U.S.
• Pepsi enters Japan and Eastern Europe.

1965 Milestones
• PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive
Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive
Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was
created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-
Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by
Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay,
also in 1932. Herman Lay is chairman of the Board of Directors of the new
company; Donald M. Kendall is president and chief executive officer. The new
company reports sales of $510 million and has 19,000 employees.
Major products of the new companies are:
• Pepsi-Cola Company - Pepsi-Cola (formulated in 1898), Diet Pepsi (1964) and
Mountain Dew (introduced by Tip Corporation in 1948).
• Frito-Lay, Inc. - Fritos brand corn chips (created by Elmer Doolin in 1932),
Lay's brand potato chips (created by Herman W. Lay in 1938), Cheeotos brand
cheese flavored snacks (1948), Ruffles brand potato chips (1958) and Rold Gold
brand pretzels (acquired 1961).
• Mountain Dew launches its first campaign "Yahoo Mountain Dew ... it'll tickle
your innards."

3. HISTORY (INDIAN CONTEXT)

Pepsi foods limited was declared by the Indian govt. in the September 1988 as joint
venture of Pepsi co, Punjab govt. owned, Punjab agro industrial corporation (PAIC) and
Volta’s India limited. Before this project was cleared. Pepsi Co made an attempt to enter
into teamed up with Agro product Export limited, a company owned by R.P. Goenka
group, and sought permissions for the central govt. to import cola concentrate and to sell
a Pepsi co brand of soft drink in the Indian market, in return for the export of juice
concentrate from Punjab. Under this proposal the main objectives put forward by Pepsi

52
cower to promote the development and export of Indian made agro-based products and to
foster the introduction and development of Pepsi co products in India.

4. THE COMPANY

In 1989, Pepsi co is in beverages, snacks foods, processed fruits extort and rice exports in
India. The involvement is not restricted to a processing along, but also in selected high
yield and disease free processing verities though a pioneer concept called “CONTRACT
FARMING”. Under contract farming Pepsi co provides nurseries to the farmer with a
commitment to buy back specified quantities at specified prices.

Their contract forming technology provides them with a competitive advantage in

ensuring availability of appropriate quantity of fruits and fixing upon competitive
procurement prices.

Needless to say, Pepsi co is stringent on quality assurance and good manufacturing

facilities. Their established quality assurance system provides for product tractability as
well in case of quality issue.

State of art technology would be provided in the fields of food processing and soft drink
manufacturing at no foreign exchange out flow.
An agro-research center will be established by Pepsi co in consultation with ICAR and
PAU.

5. SOFT DRINKS PRODUCED BY PEPSI INCLUDE (WORLD WIDE)

 AMP
 AQUAFINA WATER
 FRAPPUCCINO
 FRUITS WORKS
 LIPTON BRISK
 LIPTON ICED TEA
 MR. GREEN
 PEPSI
 CRYSTAL PEPSI(PRODUCED DURING THE YEAR 1992-93)
 DIET PEPSI
 DIET PEPSI VANILLA
 PEPSI BLUE(DURING WORLD CUP)
 PEPSI MAX
 PEPSI ONE
 PEPSI TWIST

53
  PEPSI VANILLA
 WILD CHERRY PEPSI
 PEPSI EDGHE

 MOUNTAIN DEW( INCLUDING DIET, CAFFEINE FREE, CODE

RED AND LIVE WIRE FLAVORS)
 MUG ROOT BEARD(INCLUDING DIET)
 SLICE
 SIERRA MIST
 PEPSI GOLD
 MIRANDA
 7UP

Pepsi Logos

The Pepsi logo has changed many times over the years. Here's a chronological history of
the various logos.

54
5) PEPSI COLA JINGLES (PUNCH LINES)

“DELICIOUS & HEALTHFUL”

“TWICE AS MUCH AS NICKLE”

55
“THE LIGHT REFRESHMENT”

“BE SOCIABLE HAVE A PEPSI”

“NOW IT’S PEPSI FOR THOSE WHO THINK YOUNG”

“TASTE THAT BEATS THE OTHERS COLD. PEPSI PUTS IT

ON”

“YOU’VE GOT A LOT TO LIVE. PEPSI’S LOT TO LIVE”

“JOIN THE PEPSI PEOPLE FELLING FREE”

“HAVE A PEPSI”

“CATCH THAT PEPSI SPIRIT”

“PEPSI’S GOT YOUR TASTE FOR LIFE”

“PEPSI NOW! TAKE THE CHALLENGE”

“THE CHOICE OF NEW GENERATION”

“GOTTA HAVE IT”

“YEH DIL MANGE MORE AAHAA!”

“NOTHING OFFICIAL ABOUT IT”

“YEHI HAI RIGHT CHOICE BABY AAHAA!”

“PEPSI! YEH PAYAS HAI BADI”

“OYE BUBBLY”

6) PROFILE OF RESPONDENTS

The respondent’s particulars in filling up the questionnaire and for giving the positive
response. The respondents are located in different age groups, different martial status,

56
different income groups and different levels of occupation. The total no. of respondents
was 100.

57
Q1. Do you drink soft drinks regularly?

1) Yes 2)No

58
 100
90
80
70
60
50
93
40
30
20
10
7
0
YES NO
Series1 93 7

Q2. Which flavor do you generally prefer?

59
Cola
Orange
Lemon
Others

Others
9%

Cola
33%

Lemon
37%

Orange
21%

Q3.If Cola, which particular brand you like?

60
Pepsi
Thumsup
Coco-cola

60

50

40

30
54

20 39

10

7
0
Pepsi Thumsup Coco-cola
Series1 39 54 7

Q4. If Orange, which particular brand you like?

61
Miranda
Fanta

43%
Mirinda
Fanta
57%

Q5. If Lemon, which particular brand you like?

62
Dew
Mirinda
Limca
7up
Sprite

35

30

25

20
Dew
15
Limca 7up
10 Sprite

5
Mirinda
0
Dew Mirinda Limca 7up Sprite
Series1 35 2 23 21 19

63
Q6. Why do you prefer a particular brand?

Taste
More Gas
Refreshing
Advertisement

40
35
30
25

20 37
15
26
10 21
16
5
0
Taste More Gas Refreshing Advertisement

64
Q7. On which occasions you normally have soft drinks?

At Parties
Cinema Hall
School/Colleges

60

50

40

30

20

10

0
At Parties Cinema Hall School/Colleges

At Parties

Cinema Hall School/Colleges

52% 32% 16%

65
Q8. Are you Brand loyal?

Yes
No

36%

64%

yes No
64% 36%

66
Q9. Do you prefer Pet bottles?

Yes
No

60

50

40

30

20

10

0
Yes No

Yes No
57% 43%

67
Q10. If yes, then why?

Take away bottles

Economical
More capacity
Reusable

45

40
35

30

25
20

15

10
5

0
Take away Economical More capacity Reusable
bottles

Take away bottles Economical More capacity Reusable

41% 30% 8% 21%

68
SHARE OF PEPSI BRANDS IN COMPARISON TO COCO-
COLA BRANDS
Area under Shree Ganesha(Distributor)

PEPSI V/S COCO COLA/ THUMSUP

70

60

50

40

30

20

10

0
Pepsi coco cola/thumsup

Pepsi

coco cola/thumsup
39% 61%

69
 DEW V/S SPRITE

100
90
80
70
60
50
40
30
20
10
0
Dew Sprite

Dew Sprite
89% 11%

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 MIRINDA ORANGE V/S FANTA

Mirinda Orange v/s Fanta

59%
60%

50%
41%
40%

30%

20%

10%

0%
Miranda Orange Fanta

Miranda orange Fanta

59% 41%

71
 7UP/LEMON V/S LIMCA

90

80

70

60

50

40

30

20

10

0
7up/lemon limca

7up/lemon lemon
17% 83%

72
 Slice v/s Mazza

54%
54%

52%

50%

48%
46%
46%

44%

42%
Slice Mazza

Slice Mazza
46% 54%

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 AQUAFINA V/S KINLEY

100
90
80
70
60
50
40
30
20
10
0
Aquafina Kinley

Aquafina kinley
87% 13%

74
75
 CONTENTS

1) SUMMARY OF FINIDINGS

• BRAND AWARENESS

• USAGE PATTERN

• BRAND TRIAL

• PLACE OF PURCHASE

• COMPARITIVE ANALYSIS

2) SUGGESTIONS

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 CHAPTER NO. 5

SUMMARY OF FINDINGS AND SUGGESTIONS

1) SUMMARY OF FINDINGS

The major findings of this study are listed below very briefly, according to the objectives
of the study.

 BRAND AWARENESS

The analysis of data, which was collected from the respondents, shows very clearly that
100% of the respondents were aware of all the brands.

 USAGE PATTERN

Usage pattern of the consumers can be understood by explaining following findings:

 BRAND TRIAL

Analysis shows that, 100% of the respondents tried Pepsi, Coke and Limca and 90% of
the respondents have tried Thumsup and Mountain Dew, Fanta, Miranda orange, Miranda
lemon, Sprite, Mazza, Slice and 7up were tried by72%.

 PLACE OF PURCHASE

Analysis shows that most of the respondents were purchasing brand of soft drinks from
retail shop than college and office canteen, than restaurants and than departmental store.

 COMPARITIVEANALYSIS

Comparative analysis has been done on the basis of :

The “attributes” of the soft drinks.

The “attribute package” of the soft drink.
The “easy availability” of the soft drink.
The most “effective advertisement” of the soft drink.

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SUGGESTIONS

Following few suggestions are made based on findings:

 Pepsi’s most popular brand “Mountain Dew” is doing very good in the market
but according to respondents it has only one backdrop i.e., its sugar content and
less thrilling taste. Pepsi should try to lesson the contents in it lemon flavor. Most
of the respondents surveyed had only this complaint from Pepsi.

 Pepsi should look forward towards Mass promotion or more promotional

campaigns for its Miranda Lemon, as they lack availability and awareness in the
market.

 It is always advisable that Pepsi should concentrate more for its sales promotion
techniques, like point of purchase, coupons, free offers, prizes in bottle crowns
and caps etc. because most of the respondents i.e. most of the consumers purchase
their brand of soft drinks from retail shops. Retail shops are very convenient for
the consumers to purchase their brand of soft drink, as they are comparatively
large in number.

 It is always suggestive that company should ensure proper availability of 200ml

bottle of soft drink in the market, as 200ml is “fast moving bottle” in the market
available at every retail outlet especially at every turnout shop, shops on the
Highway, near Colleges and school and offices.

 Pepsi co has to strengthen and upgrades its distribution channel in order to ensure
“better and easy availability of all its brands “. The distribution should be never
lesser than demand. This causes consumer to shift his/her brand.

 It is always ad visible foe the company to provide such flavors, which could
compete with coco-cola flavors Limca and Thumsup. As the company has already
introduced Mountain Dew (which is giving hard competition to coco-cola), still it
is very essential to face the competition, which exists in the presence soft drink.

78
 QUESTIONNAIRE

Name of Respondent _______________________

Address & Landmark _______________________

TelephoneNo.

M F Sex

Which age group do you belong to?

Less than 20 years 1 TERMINATE
20.24 Years 2
25.29 Years 3
30-34 years 4
35-39 Years 5

79
Q1 Do you drink soft drinks regularly?

1. Yes ( ) 2. No ()

Q2. Which flavour do you generally prefer?

1. Cola ( ) 2. Orange ( ) 3. Lemon ( ) 4. Others ( )

Q3. If Cola, which particular brand you like?

1. Pepsi ( ) 2. Thumsup ( ) 3. Coco – cola

Q4. If Orange, which particular brand you like?

1. Mirinda ( ) 2. Fanta ( )

Q5. If Lemon, which particular brand you like?

1. Dew ( ) 2. Mirinda ( ) 3. Limca ( ) 4. 7up ( ) 5. Sprite ( )

Q6. Why do you prefer a particular brand?

1. Taste ( ) 2. More Gas ( ) 3. Refreshing ( ) 4 Advertisement ( )

Q7 On which occasion you normally have soft drinks?

1. At parties ( ) 2. Cinema Halls ( ) 3. School/ Colleges ( )

Q8. Are you Brand loyal?

1. Yes ( ) 2. No ( )

80
Q9. Do you prefer Pet bottles?

1. Yes ( ) 2. No ( )

Q10. If yes, then why?

1. Take away bottles ( ) 2. Economical ( ) 3. More capacity ( ) 4.

Reusable ( )

Q11. Do you have any suggestions?

………………………………………………………………………………
……….

………………………………………………………………………………
………..

81
82
THE MATERIAL EMBIBED IN THIS
PROJECT IS TRUE AND FAIR.

MATERIAL COLLECTED BY-

• The help of Organization Manager and

staff members.
• The help of websites like:

www.pepsico.com
www.jaibeverages.com
www.hindubusinessline.com
www.just-drinks.com

83
84