COMPANY PROFILE........................................................................................................................

Vision ................................................................................................................. 4

Mission Statement .............................................................................................4

Goals.................................................................................................................. 5

Values................................................................................................................. 5

Competitive Advantages ....................................................................................6

Product Line........................................................................................................7

SITUATIONAL ANALYSIS..............................................................................................................8

Market Summary................................................................................................8

Market Demographics.........................................................................................9

SWOT Analysis..................................................................................................10

Competitor Analysis..........................................................................................12

MARKETING STRATEGY.............................................................................................................14

Marketing Objectives........................................................................................14

Market Segmentation and Target Markets........................................................14

POSITIONING..................................................................................................................................16

MARKETING MIX..........................................................................................................................17

Product............................................................................................................. 17

Price.................................................................................................................. 18

Promotion......................................................................................................... 21

Placement.........................................................................................................23

CONCLUSION..................................................................................................................................26

APPENDICES...................................................................................................................................27

Appendix-I........................................................................................................ 27

Appendix-II........................................................................................................30
COMPANY PROFILE

2
 Formed in 1965, PepsiCo is the world’s
second largest Food and Beverage
Company with its estimated worldwide
retail sales of US$ 92 billion in 2006. In
Pakistan, it is best known for its flagship
product Pepsi-Cola.

The company consists of Frito-Lay

North America – the largest
manufacturer and distributor of snack
chips, PepsiCo Beverages North
America, PepsiCo International, and
Quaker Foods North America. PepsiCo
brands are available in more than 200 countries and territories.

Many of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference --
from fun-for-you items to product choices that contribute to healthier lifestyles.

Although it ranks second to Coke in

worldwide beverage sales, PepsiCo holds
the tops slot for snacks and chips through its
Frito-Lay and Quaker Oats businesses.

PepsiCo International
PepsiCo International manufactures a
number of leading salty and sweet snack
brands through consolidated businesses as
well as through non-controlled affiliates.

PepsiCo’s international business (outside

USA) showed outstanding growth in 2004
and 2005. Its portfolio in international
markets is both broadening and
strengthening, as they deliver exciting new
products tailored to local tastes. As such,
PepsiCo expects its international business to
grow twice the rate of its North American businesses.

PepsiCo snack brands are distributed in about 170 countries, making PepsiCo the
largest salty snack company in the world.

3
VISION

PepsiCo’s responsibility is to continually improve all aspects of the world in

which we operate – environment, social, economic – creating a better
tomorrow than today.

MISSION STATEMENT

PepsiCo’s mission is “To be

the world's premier Consumer
Products Company focused on
convenient foods and
beverages. We seek to produce
healthy financial rewards to
investors as we provide
opportunities for growth and
enrichment to our employees, our business partners and the communities in
which we operate. And in everything we do, we strive for honesty, fairness and
integrity.”

They believe that their commercial success depends upon offering quality and
value to their consumers and customers; providing products that are safe,
wholesome, economically efficient and environmentally sound; and providing
a fair return to their investors while adhering to the highest standards of
integrity.

4
GOALS

 Non-Financial Goals
- Sharply focus their financial and management resources on their core
businesses.

- Build their success upon their key functional strengths – day-to-day

management of operationally intensive businesses; manufacturing,
selling and distribution infrastructure development; and marketing and
new product R&D.

 Financial Goals
- To obtain a real growth of earnings per share of 15% per year over
time.

- To obtain a return on equity of at least 40%.

VALUES

 Sustained Growth
“Sustained Growth” means consistent growth for our business as well as
our people — growth year after year.

 Empowered People
Decisions that drive the business come from tens of thousands of PepsiCo
associates throughout the world who develop, manufacture and deliver our
products. Empowered people act and think in ways that get the job done,
and innovate to find new ways to achieve growth.

 Responsibility and Trust

Acting responsibly and earning the trust of our shareholders, customers,
consumers and other stakeholders is a necessity for growth. Winning is
only worth it if is done the right way — acting in a responsible way that
will build trust.

5
COMPETITIVE ADVANTAGES

• Strong Brands

PepsiCo brands and products are known and trusted by consumers around
the world. PepsiCo constantly revitalizes these brands with packaging and
product improvements and consumer promotions to keep them strong.

• World Class Innovations

When an opportunity to add new products that complement their portfolio

comes along, PepsiCo considers building them from within or acquiring
new brands through smaller acquisitions, which can be integrated easily
with their lines of business.

PepsiCo’s ability to
innovate is another
competitive advantage.
They look for
opportunities to capitalize
on the value of its brands
by creating new products
and varieties. By
innovating to meet
consumer needs and
preferences, the company fill consumption gaps and contribute to creating
both healthier and indulgent choices for consumers, and bringing more
enjoyment to their lives.

• Powerful Go-to-Market System

Bringing those products to consumers is where PepsiCo’s third major

competitive strength comes into play: their strong, established delivery
systems. They include direct-store-delivery, where associates deliver
products directly to retailers as well as load and set up the shelves;
warehouse systems, where retailers store and replenish product; and
dedicated teams to supply foodservice.

The strength and span of their systems help them quickly introduce a
product into the market – which helps them put their products within easy
reach whenever a consumer is thirsty or hungry. Moreover, their direct-

6
 store-delivery system allows them to respond quickly to the marketplace
and tailor their marketing and merchandising.

PepsiCo is working with their retail customers to create promotions and

improve productivity across their portfolio. PepsiCo’s goal is to have their
products in arm’s reach whenever and wherever consumers want them.
Whether they’re new or brand loyal consumers, each consumer must be
able to find their products in order to buy them.

Each of these competitive strengths comes together to meet the needs of

their consumers, shareholders and other stakeholders in creating
sustainable growth on any day.

PRODUCT LINE

PepsiCo has hundreds of brands around the globe. Some of the best known
available in Pakistan are as follows:

Beverages:
• Pepsi Cola
• Diet Pepsi
• Pepsi Twist
• Mirinda
• Teem
• 7UP
• Mountain Dew
• Slice
• Tropicana
• Aquafina

Snacks:
• Lay’s
• Kurkure
• Cheetos
• Doritos tortilla
• Quaker Oatmeal

7
 SITUATIONAL ANALYSIS

Obesity is a significant issue gaining increased attention and importance in many

nations. PepsiCo’s focus on product reformulation – reducing sugar, fat or sodium or
adding whole grains and healthier oils; their commitment to developing new products
that support healthier eating; and their passion for promoting active lifestyles, all
illustrate PepsiCo’s drive to make it easier for their consumers to make choices that
are part of healthier lifestyles.

Pakistan's food sector is also changing significantly as lifestyles and traditional eating
habits are shifting. It is becoming a developing and modern country at an
extraordinary fast pace. This change is being viewed positively and is being
capitalized by entrepreneurs.

MARKET SUMMARY

With the population of 166 million (July 2006 estimated), Pakistan holds the
world’s ninth largest market. And it is estimated that Pakistan’s total
population will reach 169 million by 2007 with 34% urban population. And by
the next decade the population is expected to exceed 176 million.

This increase in overall population and a significant increase in urban

population will result in more consumption of consumer goods given that the
use of consumer goods is more in urban areas as compared with rural areas.
The consumer class is estimated at 41 million people out of 166 million people
which is about 25 percent of the total population. While poverty continues to
be a persistent problem in Pakistan there is an active and growing market.

Although poverty does exist, 70% of the population lives above the poverty
line, which is enabling the consumer base to grow and diversify. Due to the
influence of Western media, Pakistan’s food sector has seen some significant
changes as traditional lifestyles and eating habits are shifting.

The 3 major cities and the biggest consumer markets in Pakistan are Karachi
with a population of 15 million people, Lahore with 10 million people and
Faisalabad with 2.6 million people. Other major cities include Rawalpindi,
Multan, Hyderabad, Gujranwala, Islamabad, Sukkur and Peshawar where
there is an emergence of middle-class.

8
MARKET DEMOGRAPHICS

Pakistan’s economy is undergoing structural shifts that are fuelling rapid

changes in consumer spending patterns. In particular, the middle classes are
becoming an increasingly dominant force.

 Population and Growth

Population 166m
Growth Rate 2.09%
Urban Population 56m
Urban Population 2.1%
Growth Rate
Size of Middle Class 82m
Middle Class Growth 3%
Rate
July 2006 estimated

 Age Structure

Age Category %
share
0 – 14 Years 39%
15 – 64 Years 57%
65 Years & Over 4%
July 2006 estimated

Market Needs

At an average, a Pakistani consumer spends 42 percent of income on food.

Retail sales of processed foods are expanding by 10 percent per year in recent
years. Popular food items include canned fruits and juices, snack foods,
confectionary, cereals etc.

Although Pakistan is generally considered to be a price-sensitive market,

consumers often prefer branded food items for both quality and status reasons.

Market Trends

Demand for packaged (branded) food is growing, particularly among educated,

middle and upper class urban consumers due to changing lifestyles, influence
of foreign media and increasing awareness of health principles. Supermarkets
are increasing in popularity and currently account for 10% of retail food sales.
Health and dietary food items are gaining in popularity, which is a result of
foreign media influence on Pakistani lifestyle.

9
 Consumers tend to eat out more often due to the fact that economically, income
is showing a rising trend. Advertising is also helping to stimulate demand for
branded food. Increasingly these items are becoming available in small towns
and more rural areas. However, income constraints, traditional eating habits,
limited marketing and a lack of consumer awareness continue to be significant
impediments to increasing demand for consumer-ready foods for much of
Pakistan’s population.

Market Growth

Pakistan economy’s average growth rate during 2000-2006 has been one of the
highest in the world. Pakistan’s per capita real GDP has increased at an average
of 5.6 percent per annum during the last three years leading to a rise in average
income of the people. Such increases have led to a sharp increase in consumer
spending during the last three years. As opposed to an average annual increase
of 1.4 percent during 2000-2003, the real private consumption expenditure has
grown at an average rate of 10.9 percent per annum during the last three years.

SWOT ANALYSIS

The following analysis shows the internal and external factors affecting the
market opportunities for PepsiCo:

Strengths

• Experienced management with broad base of interests and knowledge

• Unique products, good taste and competitive pricing
• PepsiCo holds the top slot for its snack products like Lays and Kurkure
and has established market presence and brand recognition in the market
• The image PepsiCo has created by making its products conveniently
available at every small and major sales outlet
• One of the strengths that have developed Pepsi into such a large
corporation is a strong franchise system. The strong franchise system is the
backbone of success along with a great entrepreneur spirit
• Low costs and liabilities due to outsourced manufacturing
• PepsiCo’s reach provide a competitive edge when introducing new
products and distributing their brands
• Retailers are eager to stock PepsiCo products because they know its brands
provide quality, variety, great taste, and move quickly off the shelves.
• PepsiCo brands’ size and popularity gives them the confidence to
introduce new flavours and launch entirely new varieties with trusted
brand names that deliver constantly great taste.

10
 • PepsiCo products are the choice of New Generation, but it is also famous
among other generations as well
• PepsiCo remained an innovator in the food and beverages market by
coming up with differentiated products. The continuous effort of their
R&D has proven to be creative in capitalizing opportunities with changing
market trends.
• Already established snack food manufacturing units in Pakistan

Weakness

• With outsourced manufacturing, the company has little or no control that

may affect product quality and distribution
• Reliance on independent distributors to assist in distribution and
promotion of products
• Large organization size may lead to internal conflicts and lost focus

Opportunities

• For PepsiCo in Pakistan, the market for snack food products is not new
and is open for expansion
• The largest segment of Pakistan population falls in the age bracket of 15-
64 years and accounts for 57% of total population. This segment is
health conscious and thus adds to the demand for branded snacks
• Target market is youth and elders. This segment is not being targeted
very well by any other snack brand
• Opportunities for new-to-market products are high as consumer food
sales are expanding at a rate of 10 percent per annum
• Low cost of manufacturing due to locally produced low cost raw material
and cheap local labour
• Pakistanis are more inclined to products that are made from natural
ingredients, and prefer natural products over artificial
• In urban population, quality and safety are important decision variables
• The accession of Pakistan into the WTO is a positive scenario that can
help the long term stability of the Pakistani economy
• Comparable competition not yet exists in branded products

Threats

11
 •PepsiCo must constantly look up for changing taste of the consumer and
respond to that need immediately or risk losing market share
• Regional tastes and preferences vary that may affect the sales
• It may happen that consumers do not recognize and adopt a totally new
taste
• Consumer preferences may shift due to changes in social trends, changes
in vacation or leisure activity patterns, or a downturn in economic
conditions, that may reduce consumers’ willingness to purchase their
products
• There is some competition by existing unbranded snacks of this kind
available at Nimko Stores
• Competitors may adopt the recipe and start producing it
• Success is also dependent on the effectiveness of advertising campaigns
and marketing programs.
• Induction into the WTO opens the doors for other branded snacks
companies to enter this market
• The raw materials and energy used in the production is subject to price
volatility caused by changes in supply and demand. If commodity price
changes result in unexpected increases in raw materials and energy
costs, we may not be able to increase our prices to offset these increased
costs without suffering reduced volume, revenue and operating income.
• Failure to successfully launch this new product could decrease demand
for their existing products by negatively affecting consumer perceptions
of existing brands. Moreover, any damage to their reputation could have
an adverse effect on their business, financial condition and results of
operations.

COMPETITOR ANALYSIS

PepsiCo’s business operates in highly competitive markets. They compete

against global, regional, local and private label manufacturers on the basis of
price, quality, product variety and distribution.

PepsiCo’s snack brands hold significant leadership position in the snack

industry worldwide. Their snack brands face local and regional competitors,
as well as national and global snack competitors. Success in this competitive
environment is dependent on effective promotion of existing products and
the introduction of new products.

Increased competition and anticipated actions by its competitors could lead

to downward pressure on prices as well as decline in market share, either of
which could adversely affect their results.

12
PepsiCo being a consumer product company relies on continued demand for
their products. To generate revenues and profits, it must sell products that
appeal to their customers and consumers. Any significant changes in
consumer preferences and any inability to anticipate and react to such
changes could result in reduced demand for their products.

PepsiCo, however, believes that the strength of their brands, innovation and
marketing, coupled with the quality of their products and flexibility of their
distribution network, allow them to compete effectively. Its success depends
upon their ability to respond to consumer trends, such as consumer health
concerns about obesity, product attributes and ingredients.

Major Competitors

Category PepsiCo Products Competing Brands

Chips Lays Kolson
Cheetos Super Crisps
Pringles
SnackCity
Generic
Biscuits None Generic

Other Snacks Kurkure Super Crisps

Doritos Generic
Tortilla
Quaker Oats

13
 MARKETING STRATEGY

PepsiCo’s strategies are aligned with the interests of their consumers. To help these
consumers achieve energy balance, PepsiCo is providing them with convenient,
healthier products they want to consume and that fit their busy lifestyles. The
company also encourages them to engage in physical activities they enjoy.

PepsiCo’s strategies are centred at:

 Building on snack leadership position

 Focusing on strengths
 Taking advantage of scale

PepsiCo is building up its existing business by offering consumers more

variety and convenience, including flavours tailored to local tastes. It has to
work relentlessly to keep its brands strong, exciting and locally relevant, with
a continuous flow of product news, package innovations and exciting
marketing programs.

MARKETING OBJECTIVES

PepsiCo's marketing intent is to take advantage of its brand potential

while building a base from which revenues can be generated.

 Promote snacks category in Pakistan

 Focusing on strengths
 increase overall sales volume in PepsiCo’s snacks category
 increase market share
 to actively support continued growth and profitability through
effective implementation strategy

MARKET SEGMENTATION AND TARGET MARKETS

PepsiCo has an extremely large customer base due to the wide spread
popularity of its beverages and snacks. It is therefore necessary to
segment the market and look at particular trends in the snacks market.

14
 There are two key trends in the snacks market:

 the growing demand for healthier and branded snacks; and

 the mostly untapped market targeting youth and elders with specific snack
food products meeting their interest

Kurkure targets those consumers who prefer light snacks that have
spicy or chatpata taste, are conveniently taken, and are of good
quality.

Segment being targeted is consumers of age 15 and above.

The profile of target market, based on geographic, demographic, and

behavioural factors, is as under:

Geographic

Our immediate geographic market is Pakistan with total population of

166m.

The total population of initially targeted cities is estimated at 38

million. These cities include Karachi, Hyderabad, Sukkur, Lahore,
Faisalabad, Gujranwala, Rawalpindi, Islamabad, Peshawar and Multan.

Demographic

Age: 15 and above, targeting youth and elders making

targeted population 21.5 million.

Income: Consumers with average monthly income of

Rs. 15,000/- or above

Behavioural

Benefit sought: Light, spicy, branded and healthier snacks

15
 POSITIONING

Customers concentrating on health had to settle for a less appealing variety and taste
in branded products.

The umbrella image of Pepsi also gives this product a better positioning as the
consumers can immediately relate the name to the benefits of the product.

Finally, the colours and packing of product package will also help position the
product.

The way the product is defined by consumers on important attributes – the place the
product occupies in consumers’ minds relative to competing products. As for as the
Kurkure is concerned there are some sort of attribute defined by the costumers given
below

• “I eat kurkure because it is tasty” it is sentence which said by every

one.
• “I eat kurkure because it is made up of potato’’
• ‘’I eat kurkure because it is light’’
• ‘’I eat kurkure because it is crispy’’
• ‘’I eat kurkure because it is product of Pepsi’’

Unique Selling Proposition

 Its new tastes and its shape.

16
 MARKETING MIX

PRODUCT

Features & Benefits

• Unique product with new tastes.

• Light food.
• High quality conforming to the safety standards.

Variants

• Kurkure – Red Chili Jhatka

• Kurkure – Chutney Chaska

Main Ingredients

Vegetable oil, natural flavour, sugar, citric acid, wheat flour mixed spices,
flavour enhances (E635), whey powder(from milk), permitted food color
(E160c) and salt.

Useful Life

Best before four months from the date of manufacturing

Branding

• The name ‘Kurkure’ has been devised considering the wavy shape of the
product
• Pepsi and Lays logos are being used as an umbrella brand
• Distinct name, easy to pronounce

17
 Packaging

• Recyclable material
• Large carton will have 48 packs, while small carton 24 packs

Labelling

• Vibrant coloured exterior base. Red colour represents ‘Red Chilli

Jhatka’ flavour while Blue colour represents ‘Chutney Chaska’ flavours
• Brand name - KURKURE
• Product image
• Pepsi logo and title ‘Lays’
• The ‘Halal’ sign
• Product Price - Rs. 10/-
• Product Quantity - 10 grams
• Available varieties with images - Red Chili Jhatka, Chutney Chaska.
• From the makers of Lays and Cheetos with brand images
• Ingredients
• Nutritional facts
• Manufactured by & Address
• Manufacturing date & expiry
• The ‘Recycle’ sign

PRICE

Product price is based on offering high value, best quality and freshness to our
customers. Pricing strategy is made relatively moderate i.e. within the
financial reach of an average-income consumer. Rs. 10/- is the proposed price
for 50 grams pack. This ensures competitive pricing and eventually strong
margins.

Cost-Plus Pricing Strategy

After analyzing the consumer feedback received from our initial consumer
survey (without product), we have applied the cost-plus based pricing strategy,
calculation of which is given below:

18
Fixed costs:

 Installed capacity : 20,000,000 units per month

 Total Fixed Cost : Rs. 4,000,000/- per month

 Fixed Cost per Unit : Rs. 0.20/-

Variable costs:

 Manufacturing Cost: Rs. 2.75/- per unit

 Packaging Cost: Rs. 1.25/- per unit
 Total Variable Cost: Rs. 4.00/- per unit

Price Calculation:

Expected sales: 20,000,000 units

Desired Sales Markup: 42%

 Unit Cost

Variable Cost + (Fixed Costs/Unit Sales) = Unit Cost

4.00 + (4,000,000/20,000,000) = Rs. 4.20/- per unit

 Markup Price

Unit Cost / (1 – Desired Return on Sales) = Markup Price

4.20 / (1 - 0.42) = Rs. 7.20/-

 Retail Price

Markup Price + Margins + Sales Tax = Retail Price

Rs. 7.20 + 1.50 + 1.30 = Rs. 10.00/-

Retail Price Constituents:

 Manufacturing Cost Rs. 2.75/-

 Packaging Cost Rs. 1.25/-

 Fixed Cost Rs. 0.20/-

19
  PepsiCo Margin Rs. 3.00/-

 Distributor Margin Rs. 0.50/-

 Retailer Margin Rs. 1.00/-

 Sales Tax Rs. 1.30/-

 Total Rs. 10.00/-

Substitute Snack Prices:

 Samosa Rs. 8 (1 Pcs)

 Nimco Rs. 10 (125 grams)

 Chips & Like Rs. 10

 Fries Rs. 15 (Medium Pack)

 Cookies / Biscuits Rs. 15

16
14
12
10
8
Price

6
4
2
0
Samosa Kurkure Nimkos Chips Fries Biscuits

As such, this price also contests with

the prices of competing products.
Moreover, this price also meets the
value accepted by consumers, as is
evident from our second consumer
survey (with product).

Payment terms:

20
 All sales shall be made on cash basis only, as per existing PepsiCo
policy.

PROMOTION

Promotion Objectives

• To create awareness among masses and encourage trial

• Communicate product differentiation including taste, quality and

convenient packaging

PepsiCo will implement a moderate advertising and promotion

strategy. The media types and media vehicles chosen have a wide-
spread reach and popularity among urban families. Moreover, peak
time-slots have been chosen to cater masses.

Media Type Media Vehicle Frequency Time Slots

Satellite TV Geo, ARY Digital, Daily 5:00pm – 10:00pm
KTN (5 times)
Radio FM-100, FM-101, Daily 8:00am – 10:00am &
FM-103, FM-107 (8 times) 4:00am – 10:00pm
Cable Cable Operators Daily 11:00am – 11:00pm
Newspaper DAWN, Jang Weekly
Magazine Akhbar-e-Jahan, Fortnightly
Family Magazine

Outdoor Activities

Following outdoor activities are carried out:

• Kurkure Posters

Kurkure posters are placed at retail stores. This task is outsourced

to distributors.

21
 • Hanging Tags

Kurkure hanging tags are displayed at all supermarkets. This task

is outsourced to distributors.

• Three-Tier Cart

With the addition of this product, the company provide a three-tier

exclusive style cart, with each stack prominently displaying the
brand images of product – Kurkure.

Tagline

‘Tera hai but Mera Hai’

Sales Promotional Activities:

Consumer Promotion:

In the first six-months of the product launch, there was no consumer

promotion schemes, as PepsiCo brands and products already have a
widespread recognition. Moreover, we have come up with this product
after due considerations and analyzing consumer tastes and
preferences.

After six-months, in order to increase market share, the introduces

another variant of this product ‘Podina’. Which was not a success.

Trade Promotion:

2 additional packs of Kurkure were provided free to Retailers with

each carton , to encourage bulk buying.

22
PLACEMENT

Distribution

Product is distributed through PepsiCo’s existing distribution network

as illustrated below:

Availability

The product is made and conveniently available at all major and minor
retail stores.

Replacements

PepsiCo’s policy is to remove and replace damaged and out-of-date

products from store shelves to ensure that consumers receive the
product quality and freshness they expect.

23
Promotional Budget

Target Market Population

City Total Targeted Expected Turnover

Populatio Population
n (Age 15-
64)
Karachi 15,000,000 8,550,000 2,565,000
Lahore 9,000,000 5,130,000 1,539,000
Rawalpindi 3,039,550 1,732,544 519,763
Faisalabad 2,582,175 1,471,840 441,552
Multan 1,586,502 904,306 271,292
Gujranwala 1,525,056 869,282 260,785
Hyderabad 1,348,288 768,524 230,557
Islamabad 1,323,400 754,338 226,301
Peshawar 1,273,322 725,794 217,738
Sukkur 1,000,000 570,000 171,000
Total 37,678,29 21,476,627 6,442,988
3
Estimated 2006

Expected Sales Per Month

Turnover: 30% of targeted population

Average sales per customer: 3 units

Sales in Units: 19-20 million

Budget Allocation

Media %
Type Allocated
Satellite TV 69.7%
Radio 18.4%
Cable 1.5%
Newspaper 3.9%
Magazine 1.0%
Outdoor 5.5%

24
Gross Profit/Loss calculated @Rs. 3.00/- per unit sale

25
 CONCLUSION

Kurkure is a potato chips which is launched by Pepsi in july-2006. It has good image
in the market due to quality. It is identified with the name of Kurkure. It used
individual branding strategy, which helped the Kurkure in developing the brands
image in the market. Kurkure is for all the people and families. Even younger or
older want to eat the Kurkure. The promotional activities are not so good as
compared to the competitor of the Kurkure it should increase its promotional
activities. They should provide good packages for its costumers means gift hampers,
prizes and, cash prizes etc.

26
APPENDICES
APPENDIX-I

27
28
SUMMARIZEDQUESTIONNAIREFEEDBACK- C

Que
8 What if someone comes up with something n
a. Would be great
b. Don’t care
c. Unanswered

9 Which producer of this new snack would you

a. Doesn’t matter
b. Any Existing Producer
c. Pepsi
d. New Producer
e. Unanswered

10 In what sizes should these snacks be made av

a. Small
b. Medium
c. Jumbo/Family
e. Unanswered
29

11 Which flavours do you recommend for these

 APPENDIX-II

SUMMARIZEDQUESTIONNAIREFEEDBACK- R

Que
1 What type of snacks consumer prefer most?
a. Chips
b. Biscuits

2 Which are the most demanded brands/prod

a. Kurkure
b. Slanty
c. Kurleez
d. Lays
e. Super Crisps
f. Bakery Biscuits
g. Pringles
h. Top Pops
i. Kararay

3 Which age groups of consumers demand

30 Ku
a. Children
Retailer Details
1 Retailer Type
a. General Store
b. Super Store

2 Locality
a. Residential
b. Commercial

31
 BIBLIOGRAPHY

[1] PepsiCo, Company Overview, available at

http://www.pepsico.com/PEP_Company/Overview/index.cfm

[2] PepsiCo, Annual Report 2005, available at

http://www.pepsico.com/PEP_Investors/AnnualReports/05/index.cfm

[3] PepsiCo, Annual Report 2006, available at

http://www.pepsico.com/PEP_Investors/AnnualReports/06/index.cfm

[4] Ministry of Finance, Government of Pakistan. Economic Survey of Pakistan

2005-2006, available at http://www.finance.gov.pk/survey

[5] Wikipedia, the free encyclopaedia, Pakistan, available at

http://en.wikipedia.org/wiki/Pakistan

[6] Wikipedia, the free encyclopaedia, Economy of Pakistan, available at

http://en.wikipedia.org/wiki/Economy_of_Pakistan

[7] Wikipedia, the free encyclopaedia, Demographics of Pakistan, available at

http://en.wikipedia.org/wiki/Demographics_of_Pakistan

[8] Ministry of Economic Affairs and Statistics, Government of Pakistan.

Population Size and Growth of Major Cities, available at
http://www.statpak.gov.pk/depts/pco/statistics/pop_major_cities/pop_major
_cities.html

[9] Brand Synario, Television, Radio, Newspaper and Magazine Advertising

Rates, available at http://www.brandsynario.com

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