Initial Report Of SIP

By
Anand Prakash Pandey

(5024)
Of
VISHWA VISHWANI INSTITUTE OF SYSTEM AND MANAGEMENT Under the Guidance of

Prof. Vishwanath
A PROHECT REPORT Submitted to the Faculty of Business Management In partial fulfillment of requirements For the award of the Post Graduation Diploma In Management 15 May 2010

R J Corp Company Profile:-

TypeIndustry-

Public (BSE) Food Beverages (Alcoholic & Non-alcoholic)

Country of origin- India FounderKey PeopleRavi Kant Jaipuria Ravi Kant Jaipuria (Chairperson & CEO) ProductsPizza Costa Coffee KFC Pepsi Diet Pepsi Mountain Dew Aquafina 7up Mirinda Slice Tropicana RevenueWebsite15 billion INR www.rjcorp.in

About The company

RJ Corp is a well diversified Indian MNC, with business interests in soft beverages, breweries, real estate, hospitality, healthcare, education, dairy, food service and retail, with an annual turnover of over 15 billion rupees.

The first sign of economic liberalization signaled the entry of Pepsi into India in 1991, and with it started the journey of partnering Pepsi in their beverages business in India through its existing plant at Agra under Agra Beverages Corporation Ltd.

In 1993 Devyani Beverages Ltd was set up to take the Pepsi bottling operations forward with the first plant at in Greater Noida. In 1995 Varun Beverages Ltd was created and Devyani Beverages was merged with it in October 2004. Currently there are 9 bottling plants operating across the country. Our Pepsico plants are in North-East, Western Uttar Pradesh, Rajasthan and Goa, Nepal, Angola, Uganda and Mozambique. We have now recently bought PepsiCo Indias West Bengal bottling plant in Sonarpur too. The current capacity is 35 million cases per annum during the peak season.

In 1996 the group forayed into the restaurant business-Devyani International Ltd with an agreement with YUM in 1996 and the first Pizza Hut outlet was opened up in Ganpathy Plaza in

Jaipur. In July 2005 the first KFC outlet was opened in Salt Lake in Kolkata. Today we have 70 Pizza Huts outlets in the north of India and East of India and 7 KFC outlets in the north and east of India. The restaurant business was further strengthened with our partnership with Costa Coffee (part of the Whitbread group). Currently we have 47 outlets across the country, and this is a segment poised for rapid growth. Recently launched Food Court operational at Domestic Airport, Delhi; opening shortly at International Airport, Delhi. Devyani International Limited is the food service arm of the group and is uniquely placed with a portfolio of 3 international brands in the quick service restaurant space.

The year 1992 heralded our appearance in the ice cream industry with Gaylord. After being a key supplier to HLL in India for many years, in 2003 we launched Creambell ice creams with Candida of France in 2003. With a manufacturing facility in Baddi to start with, we are now on threshold of starting another unit in Panda district in Goa.

RJ Corp has also entered the healthcare sector by setting up a Cord Blood Stem Cell bank in Gurgaon. Cryobanks International India is a Joint Venture between Cryobanks International USA and RJ Corp established in 2006, under the leadership of Mrs. Dhara Jaipuria and guidance of Mr Naresh Trehan (countrys best known cardiac surgeon).Cryobanks International provides a Private Cord Blood Storage Program for expecting families that wish to privately store their baby's precious stem cells and a Public Cord Blood Donation Program for those who prefer to donate.

In May 2006 the RJ Corp tied up with InBev (the largest beer company globally) to form a joint venture to launch their beers in the country, beers brands like Becks, Stella Artois, Tennents, Budweiser ,Leffe and Hoegaarden in the country.

Group has been associated with education. It strongly believes that investment in quality care and education for young minds is essential for the future growth and development of our country. The groups foray into Secondary & pre-school education is in line with educational projects of the group. The Group has entered into a joint venture partnership with Modern Montessori International (MMI) Singapore, to open pre-school educational institutions across the country and franchise agreement with DPS at Gurgaon and Jaipur.

Products of the company: Pepsi with Varun Beverages Ltd

KFC (Devyani International Ltd) Costa Coffee (Devyani International Ltd) Pizza (Devyani International Ltd) Becks (InBev India International Ltd)

Industrial Profile Our Business Food Beverages Medical Education

1.Food:- ( DELICACIES that leave one and ALL CRAVING FOR MORE) Devyani International LTD.:Devyani International Ltd. (DIL) is key associate company of RJ Corp and is engaged in runnig Pizza Hut, KFC, Costa Coffee and Disney Artist outlets in various parts of the country. Operations at DIL is well oriented keeping in view the groups mission that is To be people centric, customer focused and process driven operations, striving for excellence, day in day out with a beat year ago and turn around mentality.. Products of Devyani International Ltd.:-

Pizza Hut KFC Costa Coffee Pizza Hut:Pizza Hut and KFC two known and popular names originally called Tricon Restaurants are brands of YUM International: part of Pepsico Group. Pizza Hut has constantly and consistently delighted its clients across demographic spectrum. And as per marketing surveys, it has been rated as the most trusted brand in India for three consecutive years (2006-2008).

Pizza Hut outlets operate in three formats: EDI: Enhanced Dine In. These outlets provide a fine dine in experience to discerning customers. PHD: Pizza Hut Delivery. PHD outlets outreach customers in their home. RBD: Restaurant Based Delivery provides all three variations: dine in , Carry out and delivery. KFC:KFC outlets under DIL umbrella bring forth delicious and finger licking chicken products in major cities of North and East India. DIL is proud owner and operator of these 70plus food outlets of Pizza Hut and KFC across North and East India. And is also entrusted with the responsibility of sourcing ingredients and raw materials, which is done by reputed supplier from both India and abroad. Also DIL stresses not only on the quality check of these raw materials but also pay close attention of the hygienic and sanitation practices in its operations as well. Before deploying the manpower of these outlets, the employee undergo set training modulesranging from21 days to 90 days. Senior managers and leaders constantly learn and orient them with modules designed by YUM University to provide world class and standardize food and service experience in any outlet- from Jodhpur to Bhubaneswar. And the mantra Maniacal mindsets to serve, delight and wow customers is followed by the entire Pizza Hut and KFC customer service staff. Costa Coffee:In order to delight the Indian coffee aficionados, DIL inked an alliance with whitbread Group UK in 2005 and packeted the rights to initiate Indian operations of its brands costa coffee, under DIL umbrella in September 2005. Today DIL has more than 40 outlets of costa coffee in NCR, Mumbai. Kolkata, Chandigarh, Ludhiana, Jaipur, Lucknow and other prominent cities. DIL is ambitious about its growth plans and aims 80 plus outlets of costa coffee to add to the pleasure of its customer by the end of 2009. The ambiance of all costa coffee outlets have been designed to provide comfort to its mature and discerning customers. In addition to the ambience the customers get personalized service which gives them space to engage in serious business as well as friendly chit chat. The coffee beans at costa coffee are imported and roasted in its in house roastery. This ensures that its value customers get best coffee in the world. In addition to its signature coffee, customers also find its food palatable, light and hygienic. Every food products available in costa coffee outlets are made at its HACCP certified commissary- food factory at Gurgoan, Haryana. Food items made available in non NCR stores are sourced locally from HACCP certified and proven commissaries.

Costa coffee leadership believes in educating and training its baristas in art and science of coffee making as well as customer satisfaction. Team costa coffee believes in making every minute in costa coffee a memorable experience and caters to Life Style of our customers.

Devyani Food Industries Ltd.:The year 2003 marked the inception of Cream Bell, a joint venture of RJ Corp with a French Dairy Major-Candia. Cream Bell stands for innovation and manufactures ice cream which can match up, any international standards. This core brand philosophy has led to the introduction of over 50 rich blend of exotic international and traditional Indian Ice cream for Indian palate that too, in a short span of 5 years. To name a few variants, there are: Joosticks (Real juice on Stick ), Choco Vanilla, Double(IceCream layered with fruits), Range of mouth watering centre treat, Ripple, Kachha Aam & Pakka Aam and so on. The other highly accepted products are nuts and raisins, Saffron and Almonds, Fruit bonanza, King Alfanso, Swiss Butter Scotch. The international favorites includes strawberry Farm, Belgian Chocolate, Cream Bell tender all the segment of ice-cram business namely. 1. 2. 3. Impulse Home Catering (Hotel and Institution).

Cream Bell has its state of art manufacturing facilities in Buddi( Himanchal Pradesh), which is spread over an area of more than 30 acres. The plant is equipped with all modern facilities to produce world class product with precision. The plant at buddi has capacity to produce 3 million litres of ice cream in a month. After consolidating North Indian cream bell has set its eye on Goa where a plant with capacity of 2.1million litres is set and started feeding the western market.

2. Medical:- (We at RJ Corp believe in the Cycle of Life. Today we are proud to have an extended family of the whos who in corporate world).:Cryobanks International, Inda:Cryobanks International USA, a leader in the stem cell banking with its high aims and ambitions to have a footing in India, laid their trust in RJ Corp and signed a JV in 2006. And thus came into existence Cryobanks International India. It wished to have largest inventory holder of cord blood stem cell in India for both family storage and public donation, have a total seven cord blood bank all over India to have stem cell

inventory, covering maximum ethnicity in India. In addition it also wanted to be a stem cell research initiative of India by becoming major source of all types of stem cell to various research institutions with in the country. The Cryobanks India under the leadership of Mrs Dhara Jaipuria and with the able guidance of Dr Naresh Trehan, one of the countries best-known cardiac surgeons, has set up the first modern, state of the art cord blood stem cell blood bank in North India Gurgoan. It aims to become one largest cord boold stem cell and a highly specialized training centre in the field of cord blood banking. Cryobanks India will have special focus on research of stem cell therapies as a potential treatment for cardiac diseases and diabetes. Cryobanks India has set up 28,000 sq feet, state of the art stem cell processing and banking facility in Gurgoan,Haryana. Within two years of operation and initial investment of 25crore, Cryobanks India has in store more than 4,000 stem cells. It provide facility of collection from all major cities in India and follows the Close bag collection for harvesting cord blood stem cells which greatly reduce the possibility of contamination of cord blood. Cryobanks has a team of medical professionals who have been intensively trained, certified and educated in cord blood process and Quality Assurance process at Cryobanks International,Inc,USA. And the company is working towards national and international collaboration to provide the best of class facilities in stem cell industry in India. 3.Education:-

Delhi Public School (DPS):The Delhi Public School (DPS) Gurgoan, has been established in the fond memories of an exceptional human being- Smt. Mala Jaipuria, who held close to her heart the spreading of value-based education to every corner of the country. It was Ravi Jaipuria, the well known industrialist, social worker and educationist, alonge with wife Dhara Jaipuria who envisioned this chain of exceptional schools that are passionately committed to the cause of quality education. This vision today takes shape through Delhi Public school society, with the dynamism of its chairman. The DPS society abiding by its traditional legacy has proved that private enterprises in education can produce the greatest results with no strain on countrys exchequer. DPS, throughout have succeeded in producing men and women who are great zeal and zest who are ready to be the torch bearer of a resurgent India of the 21st century.

Modern Montessori School(Modern Montessori International India):-

Modern Montessori International (MMI) India is RJ Corps initiative that promises to impart education by means of liberty in a prepared environment. The environment that consist of good infrastructure and resources that are displayed in ordered fashion, so that the child learns independence, self direction and sharing from the pre-school itself. MMI India has four schools in Gurgoan, Delhi & Jaipur. And on 1st August09, MMI celebrated its 6 years (changed the no of years from 5 to 6 years as per 09) of success and excellence in preschool education. In order to broaden the horizons of access to its schools MMI plans 14 more school by 2010 (please confirm the data and process). The group will bear 51 per cent of equity stake and will invests are Rs.200crore in Indian operations in the next five years. In the long run the group is targeting to initiate 20 schools each year with an investment of Rs.5 crore per school. MMI conditions and moulds its student as per its five traditional areas of education, which are: Practical Life Exercise:- aimed to provide real life; practical and wholesome range of activities that would help the child imbibe and develop several control and coordination traits. Sensorial Training:- aimed to sensitise the child about its five senses and develop an understanding of smell, sight, sound, touch and taste that lay foundation for Mathematics, Geometry, Geography, Botany, Art, Music, etc. Further the child gradually develops to use the multi-sensory approach that combines phonics, stories and language experiences to bring meaning to the learning of reading and writing. This equips the child to utilize all his/her senses to help him/her read and write with proper understanding and not simply mug up things by heart. Montessori Mathematics:- is an activity-based programme that allow your child to have handson experience in learning mathematical concept. Apart from Modern Montessori International (MMI) India, RJ Corp also has its franchise agreement with DPS at Gurgoan and Jaipur.

4.Beverages:(Proud to Bring home, the COOLEST DRINK to the YOUNGISTAN)

InBev India International Pvt Ltd.:-

The true global spirit:-

When beer major InBev came scouting in the country for partner for a partner to join hands to tap the growing beer segment, they willfully chose RJ Corp, which by then had established a reputation of having successfully partnered the worlds leading brands in India and abroad. Thus in 2006 a joint venture was signed between RJ Corp and InBev to give rise to InBev India Private Limited. InBev is global brewer, with leading position in the US, Europe and Asia. It ranks amongst the top 2 from 20 key beer markets in the world. InBev has a profound portfolio of over 200 brands, which includes iconic brands like Stella, Artois, Leffe, Becks, Hoegaarden, Tennents and Budweiser to name a few. And have enough to match The perfect spirit of a truly global Indian.

Varun Beverages Ltd.:Pepsi The flavour of the youth

PepsiCo entered India in 1989 and grew to become one of the countries leading food and beverage companies. As one of the multinational investors in country, PepsiCo has developed a portfolio of brands that seek to refresh and excite Indian customers. RJ Corp has associated with PepsiCo since the latters entry into India. In 1991 a license agreement was signed between the two companies and RJ Corp became PepsiCos largest bottling business partner in India through its entity, Varun Beverage Ltd (VBL). We seek to serve our customers with a passion to insure Pepsis beverage brands retain their position as market leaders in our franchise areas. The group manufacturers and markets carbonated and non-carbonated soft drinks and package drinking water under the Pepsi brand umbrella. The beverage portfolio includes iconic refreshment brands Pepsi, 7UP, Miranda, and Mountain Dew, in addition to low calorie option such as diet Pepsi hydrating and nutritional beverages such as Aquafina drinking water, juice

based drinks- Tropicana, Tropicana Twister and Slice. Also Lehar Verves Soda among local brands. The total turnover of the beverages division is about 800 cores & enjoy a healthy market share of 52% vis--vis competition in the geographical domains that the group operates. This is possible through rigorous & robust distribution set-up & aggressive input deployments in the market place. VBL has selling and distribution rights in territories of East Delhi, Western U.P., part of M.P., half of Haryana, whole of Rajasthan, Goa, 3 states of Maharashtra, North East and entire country of Nepal. The group has in total 9 bottling and manufacturing plants in India and Nepal and is responsible for producing and marketing 30% of Pepsis business in India. The bottling plants of group in India and Nepal are located at the following sites: Greater Noida Kosi ( Mathura) Chaupanki (Bhiwadi) Alwar Jodhapur Jaipur Goa Guwahati Nepal West Bengal

To serve and meet the growing demand for non-carbonated beverages, our Greater Noida plant has been equipped with world-class manufacturing facilities to produce juice and juice based drinks. Our state of art, can manufacturing line runs out of Chaupanki plant which is supplying 50% of Indias Pepsi can package needs. The group has its own manufacturing unit of PET performs, crowns, plastic lugs, PET closures. PET performs are manufactured at Kosi plant was commissioned in 2000 and produces 254 million performs annually. In March 2004 the group commissioned new facility to manufacture crown corks, plastic shells and lug caps. A brand new SACMI crown line was thus imported to set the ball rolling. It had an annual production capacity of 144000 cases (each case containing 100 Gross), and a brand new crabtree printing line with follow on coater, which is the latest technology internationally. It also

had a lug cap line installed, to meet the demand of Gherkins exporters. This line was commissioned in July 2006. No wonder, we at VBL have been consistently winning accolades in the Pepsi world.right from being Best Bottler of the World to the Best Bottler in South Asia. Having bagged a number of Quality Awards clearly signifies our technological prowess and ability to meet any specification and yet be competitive.

ORIGIN OF VARUN BEVERAGES LTD. UNDER RKJ GROUP It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Its services touch different aspects of commercial and civilian domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on today can laid claim to expertise and leadership in the fields of education, food and beverages. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz., Pepsi Foods Limited. The manufacturing facilities were restricted at Agra Plant only. Varun Beverages Ltd. is the flagship company of the group. The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. It diversified into education by opening our first school in Gurgaon under management of Delhi Public School Society. The schools of the group are run under a Registered Trust namely Champa Devi Jaipuria Charitable Trust. Companies are medium sized, professionally managed, unlisted and closely held between Indian Promoters and foreign collaborators. The group added another feather to its cap when the prestigious PepsiCo International Bottler of the Year award was presented to Mr. R. K. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCos centennial year celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of Pepsi Cola Company.

Vision:-

Being the best in everything we touch and handle.

Mission:-

Continuously excel to achieve and maintain leadership position in the chosen businesses; and delight all stakeholders by making economic values in all corporate functions.

Their Success:-

Production of innovative, high quality retail branded beverages

combined with world-

class packaging. Driven by a management team with a relentless focus on achieving superior customer service, driving earnings improvement and increasing shareholder value.

Their People:-

At RKJ Group they are creating an environment where our employees enjoy a greater degree of empowerment both individually and in their work teams. Their employees are equipped with the necessary tools, training and management backup for strong performance and accountability, as well as in an environment of open communication and involvement.

RKJ GROUP OWNED BUSINEES IN INDIA AND WORLDWIDE

COMPANY PROFILE WORLDWIDE COMPANY VISION To become truly global company, by continuing to build a competitive and profitable worldwide refreshment beverage business. PEPSI COLA INTERNATIONALS STRATEGY Target core Brand Focus on business growth. Satisfy market priorities Focus on franchising with building core of company owner.

A North Carolina Pharmacist established Pepsi Cola in 1980 as a cure for Dyspepsia (indigestion). Under the supervision of Mr. Caleb Bradhman Pepsis first bottling plant was build 1905. In 1977, when Coca-cola left the country then Pepsi Co. began to lay plans to enter this huge Indian soft drink market. Pepsi working with Indian business groups to seek government approval for its entry in the India soft drink market. Pepsi offered Indian Government to help in the exports of some of its agricultural products in a volume that would cover the cost of importing soft drink concentrate. Pepsi Company is established in Indian in 1989. At that particular time it was know as a nonCobo (Company owned bottling operations) company. In January 1995 Pepsi took over and it is now known as a Cobo (Company owned bottling operations) company. It joined hands with Voltas Ltd with 60%equity. But now it has become a fully owned subsidiary. Pepsi Company is broad based food and Beverages Company, serving more than 60% of its sales and operation profits from its snack- foods and restaurants business. Established with a turnover of $ 28 billion in 1989, the companys beverage business has grown 50% streets ahead of the market; which has expanded by 20%. It poured in vast sums to whip up its visibility at the retail level, so that consumes were greeted virtually at very street corner by Pepsis blue-red and white colors. Behind the hype, in effort invisible to consumers, Pepsi pumped in Rs.300 Crore to add muscle to its infrastructure in bottling and distribution. This is apart from the money that up grading the plants. April 1993, Voltas and Punjab Agros equity stakes were bought over converting Pepsi Foods from a joint venture to fully own subsidiary. Weak bottlers who did nit have the finance were given massing support in from of interest- free loans to upgrade their operations. But the big strategy, which has proved to be winner was the position Pepsi, decided taken company owned Bottling operations (COBO). For this another subsidiary Pepsi co. India Holding was set up as investment vehicle capitalized at $9.5 million.

1991 saw a major launch of 7-up in India, which was warmly received by India customers and consumers. 1994 Pepsi achieved the number 1 position in cola brand India. 1995 2new COBOs were opened in UP & Gujarat. 1996 Mirinda attend No 1 Position in orange beverage category. May 1998 was major launch of Mirinda Lemon in India.

Pepsi is trying very hard to maintain the lead it made over its competitors in the India sift drink market. It is expanding its business in the other fields also. It is in the business of export of beverages concentrates. This year Pepsi has achieved a 100% growth in the export turnover in the first quart of 1998 over the corresponding period for the previous year. Pepsi has taken a lead in the beverage concentrate exports from potential in the near future. Pepsi has also developed agricultural linkages to boot its export thrust and as a move in the direction, its plant at Sonepat has become the first rice-processing facility in India. Pepsi mean while added a new range of products to its agro-export Portfolio. These include Baron, a bread of peanut butter marketed in U.S., Branded red and green chili, Puree, ginger and garlic paste &cooking paste under the seasons Harvest home, which is also the name of its branded basmati rice.

COMPANY PROFILE IN INDIAN SCENARIO Since the entry of Pepsi co. to India in 1987, the soft drink Industry has undergone a radical change. When Pepsi entered parley was the leader with Thumps UP being its flagship brand. Other product offerings by parley included Limca & Gold Spot. Another upcoming player in the market was the erstwhile bottle of Coca-Cola, Pure Drinks. Its offerings included Campa Cola, Camps Lemon and Campa Orange. With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for more aggressive marketing to sustain its market share. The chronology the initial phase of the Coal Wars in India was: July 1986 An application for soft drinks-cum-snack food joint venture by Pepsi, Voltas and Punjab Agro is submitted to the government after an earlier proposed alliance- 1985, between Pepsi and Duncans of the Goenkas fails to take off. Sept.1988

Final approval for the Pepsi Foods Limited (P.F.L) project granted by the Cabinet Committee on Economic Affairs of the Rajeev Gandhi Government. March 1990 Pepsi Cola and Seven up Launched in limited market in North India. May 1990 The government clears the Pepsi project again but with a change in brand name to Lehar Pepsi. Simultaneously it rejects the Coca-Cola application. Citra form the Parle stable hits the market. Dec 1991 Pepsi extends its soft drinks reach on national scale. Products launched Delhi and Bombay. Jan 1992 Brito Foods application cleared by the FTPB. Pepsi and Parle start initial negotiations for strategic alliance but talks break off after a while. 1993 Pepsi launches Teem and Slice. Captures about 25.30% of the soft drinks market in about two years. July 1993 Voltas pulls out of PFL joint venture. Pepsi decides to raise equity to 92% Reports of coke Parle negotiations gain strength. 1994 Pepsi brought Dukes& Sons 1995 Pepsi launched Cans having capacity of 330 ml in various flavors. 1997 Pepsi brought Mirinda Orange opposite to Fanta. 1998 Pepsi launched Lemon Mirinda to give taught competition to Limca. 1999 Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet battles for health conscious people.

1997 Refusing to dilute its equity state Coca-Coal winds up operations in the country. Parle launches Thumps Up and Drinks launches Campa Cola. 2001 Pepsi launched Aquafina. 2003 Pepsi launched Mountain Dew 2005 Mirinda lemon zinger, 7UP.Ice was launched by Pepsi. 2006 Bubbly Pepsi was launched. 2007 Pepsi Gold was launched

Pepsi
Company Profile:-

Type Manufacturer

Cola PepsiCo.

Country of origin United States Introduced 1898 (as Brad's Drink) June 16, 1903 (as Pepsi-Cola) 1961 (as Pepsi) Coca-Cola Fanta Dr Pepper 7 Up Irn Bru Cola Turka Big Cola

Related products

Market Share

31.4% of total market share http://pepsi.com/

Website

Origin of Pepsi:It was first introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb Bradham, who made it at his pharmacy where the drink was sold. It was later named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney

Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race". The advertising theme "Delicious and Healthful" was then used over the next two decades. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company and it declined on each occasion.

Branding:-

The original stylized Pepsi-Cola lo go, trademarked at the USPTO, and owned by the Pepsi Company

The second stylized Pepsi-Cola l ogo, trademarked at the USPTO, and owned byPepsiCo

Pepsi logo (1973-87). In 1987, the font was modified slightly to a more rounded version which was used until 1991. this logo was used for pepsi throwback in 2010

Pepsi logo (2003-08). Originally the Pepsi script was written above the globe; it would be moved below the globe when Pepsi redesigned the packaging in 2007 for the "Design Pepsi Can" contest. Pepsi Wild Cherry continued to use this

design through the first quarter of 2010.

Slogans:-

Old logo still in use in Pepsi Tins made in Pakistan.

A large advertisement made to resemble a Pepsi cup at Nickelodeon Universe in theMall of America.

1950: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 19501957: "Any Weather is Pepsi Weather" 19571958: "Say Pepsi, Please" 19581961: "Be Sociable, Have a Pepsi" 1961-1963: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers) 19631967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers) 19671969: "(Taste that beats the others cold) Pepsi Pours It On". 19691975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give" 19751977: "Have a Pepsi Day" 19771980: "Join the Pepsi People (Feeling Free)" 19801981: "Catch That Pepsi Spirit" [David Lucas, composer] 19811983: "Pepsi's got your taste for life" 1983: "It's cheaper than Coke!" 19831984: "Pepsi Now! Take the Challenge!" 19841991: "Pepsi. The Choice of a New Generation" (commercial with Michael Jackson and The Jacksons, featuring Pepsi version of Billie Jean) 1984-1988: "Diet Pepsi. The Choice of a New Generation" 1988-1989: "Diet Pepsi. The Taste That's Generations Ahead" 1989-1990: "Diet Pepsi. The Right One" 1989-1992: "Diet Pepsi. The Taste That Beats Diet Coke" 19861987: "We've Got The Taste" (commercial with Tina Turner) 19871990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version of Bad) 19901991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi) 19901991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right choice Baby UH HUH") (India) 19911992: "Gotta Have It"/"Chill Out"19921993: "Be Young, Have Fun, Drink Pepsi" 19931994: "Right Now" Van Halen song for the Crystal Pepsi advertisement. 19941995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz) 1995: "Nothing Else is a Pepsi"

 19951996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign 19961997: "Pepsi:There's nothing official about it" (During the Wills World Cup

(cricket) held in India/Pakistan/Sri Lanka) 19971998: "Generation Next" - with the Spice Girls. 19981999: "It's the cola" (100th anniversary commercial) 19992000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney Spears/commercial with Mary J. Blige) 1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more") (India) 2003: "It's the Cola"/"Dare for More" (Pepsi Commercial) 20052006: "An ice cold Pepsi. It's better than sex!" (Larry Sypolt) 20062007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercia featuring Mary J. Blige 20072008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "epsi is #1" v commercial (Luke Rosin) 2008present: "Something for Everyone." 2009present: "Refresh Everything"/"Every Generation Refreshes The World" 2009present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country my baby") (India) 2009present: "My Pepsi My Way"(India) 2009present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world") (Spanish Spoken countries in Latin America) 2010-present: "Every Pepsi refreshes the world." 2010-present "Pepsi. Sarap Magbago." (Philippines)

Products of Pepsi:

Pepsi Mountain Dew Aquafina AMP Leher Soda Nimbooz Diet Pepsi Diet Mountain Dew Mirinda

 Slice SoBe Life Water Tropicana Tropicana Twister soda 7UP

Distribution Network:-

Customer Service:-

PEPS I

Customer service is the provision of service to customers before, during and after a purchase.

According to Jamier L. Scott. (2002) Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale. Customer service is a type of service in which company give service to their product and after sale service to their customer. Pepsi company has very strong customer service regarding his vigi and sales.

Competitor and Their Market share: Coca-cola (44.3% of total market share) Cadbury (14.7% of total market share) Parle R C Cola

Pepsi has his own market share of 34.5% Ranges ( pricing strategy) of Pepsi and their Products:The prices are different form product to product in beverages. In Pepsi prices are also different from carbonated drinks to energy drinks, tea drinks, coffee drinks, sports drinks and Dairy products. The price range is as follows The carbonated drinks starts from Rs.10 to Rs. 60, depends on quantity. The energy drinks is also depends on quantity and it is used for only energy purpose. Tea/coffee drinks like Cappuccino are depends on place to place and quantity. It starts from Rs.7 per cup.

Customer:-

A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. The word derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future. The slogans "the customer is king" or "the customer is god" or "the customer is always right" indicate the importance of customers to businesses - although the last expression is sometimes used ironically. My customers are following: Wholesaler Retailer Shopping mall Shoppers & Hotels

Pepsi Market Segmentation

Market segmentation is the process of dividing markets comprising the heterogeneous needs of many consumers into segments comprising the homogeneous needs of smaller groups (Guille M). Segmentation is usually done by demography, geography and socioeconomic variables. The easiest way to segment consumer market is to use demographic variables such as age, gender and education level. Organizations that operate globally usually segment consumer market geographically. Besides, socioeconomic variables are to segment the market regarding the income, social class and also lifestyle (Guille M). Soft Drink PepsiCo As we know that PepsiCo provides varieties of beverages such as carbonated soft drinks, sport drinks, dairy-based drinks, energy drinks, fruit flavored beverages, ready-to-drink coffees, ready-to-drink tea, mineral water and frozen beverage. Those products are marketed under brand as Pepsi, Mountain Dew, Gatorade, Lipton, Starbucks, Tropicana, and so on.

Product Positioning
Product positioning is closely related to market segment focus. Product positioning involves creating a unique, consistent, and recognized customer perception about a firm's offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product for specific market segments and product needs at specific prices. The same product can be positioned in many different ways.

SWOT Analysis Of Pepsi Co. Pepsi has a broader product line and outstanding reputation. Merger of Quaker Oats produced synergy across the board. Record revenues and increasing market share. Lack of capital constraints (availability of large free cash flow). Great brands, strong distribution, innovative capabilities Number one maker of snacks, such as corn chips and potato chips PepsiCo sells three products through the same distribution channel. For example, combining the production capabilities of Pepsi, Gatorade and Tropicana is a big opportunity to reduce costs, improve efficiency and smooth out the impact of seasonal fluctuations in demand for particular product.

Weakness Pepsi hard to inspire vision and direction for large global company. Not all PepsiCo products bear the company name. PepsiCo is far away from leader Coca-cola in the international market - demand is highly elastic. Opportunity Food division should expand internationally. Noncarbonated drinks are the fastest-growing part of the industry. There are increasing trend toward healthy foods. Focus on most important customer trend - "Convenience". Threats F&B industry is mature Pepsi is blamed for pesticide residues in their products in one of their most promising emerging market e.g in India Over 50 percent of the company's sales come from Frito-Lay; this is a threat if the market takes a downturn PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods (because of broader product line) which are well-run and financially sound competitors. Size of company will demand a varied marketing program; Social, cultural, economic, political and governmental constrains. Whos Who Departmental head of the company------ Mr. Tarush Bhardwaj

CEO of the company-

Mr. Ravi Kant Jaipuria