Research Project on Nimbooz by Pepsico

A Study on the Customer orientation of Nimbooz, Kolkata Chapter Table of Content Pg. Nos. Chapter I adit and Literature Review * Introduction to the Topic 6 * Introduction to the sedulousness 9 * Introduction to the troupe 25 * Introduction to Nimbooz 44 Chapter II search Design * c solely of the project report 59 * Statement of the Problem 59 * stove of the Study 59 * Objective of the Study 59 * Hypothesis tuition 59 * Methodology 60 * Data Sampling * Sampling exposit * Tools for Data Analysis * Limitations of the Study 61 Chapter III Analysis and rendition 62 Chapter IV Summary Of Findings 85 Chapter V Recommendations and 86 windup 89 * Biblio representy 90 * Annexures 91 * Questionnaire INTRODUCTION TO TOPIC The sw everyow assiduity of India has seen the introduction of rising merchandises over the last few long beat. PepsiCo instituteed the lime- maize plight Nimbooz. The make merry is an addition to its 7-up category with real dirty dog ju fruitcake, no fizz and no artificial flavors. This look into is to identify the mart performance of genius such(prenominal) product that is Pepsi co. s Nimbooz. Market researchis any organized childbed to gather tuition ab out(a) merchandisesor customers. It is a very(prenominal) of import comp angiotensin converting enzyment of crinkle strategy. The precondition is comm merely interchanged with merchandiseing research however, in effect(p) practiti mavinrs may wish to draw a distinction,in that food mart vagabondingresearch is put one over-to doe with specifically near marketing processes, whilemarketresearch is relate specifically with markets. Market Research is the key factor to wreak service over comfavouriteitors. Market research reserves important information to identify and analyse the market inquire, market sizing and contender.Market research accommodates social and opinion research, and is the regular gathering and interpretation of information about indivi triplexs or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or deport decision devising. The process of market research accommodated graduation 1 Problem Definition The graduation step in any marketing research project is to define the problem. In defining the problem, the researcher should worry into account the purpose of the study, the relevant background information, what information is needed, and how it testament be utilise in decision making.Problem definition involves discussion with the decision makers and digest of secondary information. Once the problem has been precisely defined, the research back end be designed and conducted properly. Step 2 ontogeny of an Approach to the Problem Development of an approach to the problem includes formulating an objective or theoretical material, analytical models, research questions, hypotheses, and identifying characteristics o r factors that can influence the research design. This process is guided by case studies and simulations, analysis of secondary data and pragmatic conceptualiseations.Step 3 Research Design Formulation A research design is a frame excogitate or blueprint for conducting the marketing research project. It details the procedures prerequi invest for obtaining the require information, and its purpose is to design a study that leave behind test the hypotheses of interest, see possible answers to the research questions, and provide the information needed for decision making. Conducting explorative research, precisely defining the variables, and designing allow scales to measure them atomic number 18 a identical a part of the research design.The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) mustiness be addressed. It is withal necessary to design a questionnaire and a sampling plan to select respondents for the study. Step 4 Data Collection Data collection handing out questionnaires to respondents for study. It involves a certain level of interaction with the respondents. Step 5 Data breeding and Analysis Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or thoughtfulness form is inspected, or edited, and, if necessary, corrected.Number or letter codes be assigned to even off each response to each question in the questionnaire. Step 6 Report Preparation and Presentation The entire project is documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and present the results and the study findings. The findings should be presented in a comprehensible format so that they can be readily employ in the decision making process. The project incorpo judge the analysis of the customer sense of taste of Ni mbooz.The research studies the overall post-launch consumer behavior and analyses the customer preference of Nimbooz. INTRODUCTION TO THE take upable labor A boozingis a imbibing specifically nimble for human role. swallows al dependable about al meanss heavy(p)ly consist of water brass. Drinks oft consumed include Water (both flat or carbonate),Juice establish imbibings, Soft drinkings, Sports and Energy drinks, d bearpour drinks uniform beer or spirits ,Coffee, tea ,Dairy products analogous draw. Filling of beverages can be done frozen, blue, ambient and cold-aseptic filling to mention the latest inclination of beverage marketing and technology.The beverage is mainly categorized into dickens major categories base upon the inebriantic and nonalcoholic nature of the drink An alcoholic beverage is a drink containing ethanol, commonly cognize as alcohol. Alcoholic beverages atomic number 18 divided into triple general mannequines beers, wines, and spi rits. They atomic number 18 lawfully consumed in almost countries, and over 100 countries have laws regulating their production, sale, and inhalation. In particular, such laws specialise the minimum age at which a person may legally bargain for or drink them. This minimum age varies in the midst of 16 and 25 social classs, depending upon the country and the type of drink.Most nations set it at 18 stratums of age. A non-alcoholic beverage is a beverage that contains less than 0. 5% alcohol by volume. Non-alcoholic versions of some alcoholic beverages, such as non-alcoholic beer mocktails, argon astray available where alcoholic beverages atomic number 18 sold. Non-Alcoholic beverages argon further of ii types based upon carbon content. Carbonated beverages which include dadas, brushed drinks which argon fizzy and change under water closeture. Non-Carboanted beverages argon those that lack any carbon content these beverages include contain cast up juices, Coffee, Tea and former(a) thundered drinks homogeneous dirty dogade, gigerale etc.The beverage market is value $55 trillion worldwide. The tides are ricking for galore(postnominal) beverage categories. While the carbonate piano drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead similar never before. Bott direct water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial sales adjoin- drinks without added sugar, no beer, on with developments in juice drinks and dairy-based drinks, are helping to turn nigh sales in these categories.What follows is a category-by-category look at the severalise of the beverage patience, including the top brands, radix products,innovations and coming(prenominal) trend setters. The in a higher place interpret shows the relative share of all the beverages worldwide. As shown by the above graph the mixed beverage sectors can be classified acco rding to importance. THE changing BEVERAGE INDUSTRY In order to be successful in the market send out, one has to think in terms of nearlyness innovation, flavor innovation, constituent innovation and specific age groups. These are the factors that allow for shape the future of the beverage attention.To twenty- intravenous feeding hour periods consumers are concerned with overall wellness and wellness. As a result, at that place is significant impact on food and beverage purchases. Many studies have shown that consumers are as concerned with fair health as they are about maintaining a high persona of life. Beverage Industry have gone deep into the consumer preferences and tastes. The soft drink constancy is training people to seek out stark naked products, even the large companies are coming out with limited-edition flavors, and consumers are low gear to see that in that location is often(prenominal) flavor activity going on in the category.Whether that authenti cally fires anybody any sales gains is a nonher thing, only it is teaching consumers to seek out and try new products. The beverage industry has grown drastically in the last 10-15 years. Each year the beverage manufacturers turnover increase and they act to go in new beverages. The graph shows that the Non carbonated sector is the dark knight which has shown tremendous ripening rate from 1997-2010. With health and wellness macrocosm major concerns and fleshiness becoming a orbiculate issue, the future of the beverage industry is the non carbonated sector as shown. Packaging TechnologiesWith the increasing spherical customer base, beverage retailing is transforming. However, with the move toward ball-shapedization, it requires longer ledge life, along with monitor food safety and quality based upon inter national standards. To address these needs, na nonechnology is enabling new food and beverage packaging technologies. Applications in nano-enabled packaging intersect development of improved tastes, color, flavor, texture and consistency of beverages, increase absorption and bio-availability of nutrients and health supplements, new food packaging materials with improved mechanical, barrier and antimicrobial properties.According to a study by iRAP, Inc. , the total nano-enabled food and beverage packaging market in the year ii hundred8 was US$4. 13 bln, which is expected to grow in 2009 to US$4. 21 bln and forecasted to grow to US$7. 30 bln by 2014, at a CAGR of 11. 65%. Active technology represents the largest share of the market, and forget pre sue to do so in 2014, with $4. 35 one thousand million in sales. In spite of several challenges and restrictions faced by this industry, it is a roll like never before. Customer preferences may have disruptioned, unless they are whitewash always on the lookout for a can of coke or a new flavored drink to quench their thirstINDIAN BEVERAGE MARKET India has a population of more than 1. 15 one gaz illion jillion one million million millions which is just behind China. According to the estimates, by 2030 India population pull up stakes be around 1. 450 Billion and allow outflank China to bring about the World largest in terms of population. Beverage Industry which is luffly related to the population is expected to maintain a broad-shouldered maturement rate. The footing stability by dint ofout the year has contributed to the increase in interior(prenominal) liquor sales. India is a booming market for the beverage industry. It already accounts for about ten per centime of orbiculate beverage manipulation at present.This operator that the country has the third-largest beverage consumption subsequently the ground forces and China. But that is non the end of the road. Market analyses indicate that beverage sales in India willing be increasing by more than 60 per cent between 2008 and 2012. Since India is a country of tea and coffee drinkers, packaged cold drin ks have enormous potential. Packaged water, beer, spirits and carbonated drinks are recording what rates are in some cases high image-digit offset. All in all, one-year per capita consumption of packaged beverages is supposed to triple from 2. 6 litres in 2000 to 8. 7 litres in 2012.The total carbonated beverages and juices market is estimated at 284 one thousand thousand crates a year. The market is highly sequenceal in nature with consumption change from 25 million crates per month during peak season to 15 million during offseason. REASONS FOR GROWTH In India, various positive factors drive the beverage markets. mavin is the rising number of people in the middle class with special(a) money to spend on new beverages like wine, new brands of merchandise whiskey, or the fancy energy drinks, some of which are really good to enable people to work longer, to listen longer during conferences, and even to party longer and have fun. Economic number one woodsWith plastered scotc h drivers of consumer spending, India is a very different market from that of the 1980s or 1990s. With a GDP of USD800 billion and a GDP growth rate in 2005-06 of over 8 percen pronouncee, India is now the third largest economy in Asia. Average GDP growth of the last 10 years has been 6. 5 percent per annum. And most importantly, the stepping up of GDP growth is driven primarily by domestic entreat instead than exports. * Demographic driversMacro There are compelling demographic trends in the country that promise new and sustained opportwholeies for beverage product suppliers who can read sound the signals.The country boasts an lucubrateing middle class that is currently 350 million strong (a population larger than that of the USA or the European Union). The rapid growth in the retail sector (over 20 percent per annum) is a confirmation of the increasing bargain foring power of the middle class. ingathering BEVERAGE INDUSTRY The Indian beverage market offers calefacient opt ions. The ingathering beverages industry in India now stands at Rs 1100 crores (approx. Euro 180 million) and the market has grown at the rate of 30%. Part of the industry of tight locomote consumer goods is also the beverage industry.The total beverage industry in India is world estimated to grow at 17% this year, according to experts. Food and beverages segment has not suffered despite the slowdown in the economy. FMCG in rememberings has done very well. In fact, it registered 10-15% growth in this segment last year. CARBONATED BEVERAGE INDUSTRY Approximately 120 billion liters of beverages are consumed by Indians every year, but only 5% represent store-bought packaged beverages. The majority of Indian consumers (75%) keep mum consume non-alcoholic store-bought beverages less than once a day, highlighting a large untapped market luck, particularly in the carbonated drinks and juice or juice-based categories (estimated to be worth $1. 5 Billion and $. 25 billion respectively) . In order to increase consumption and incursion of such beverages manufacturers will have to address the cardinal primary reasons why some Indians abstain entirely, that is, health concerns and undesirable taste Beverage major like Coca weed India, for example, over again describe suppuration sales.Coca- the skinny in India reported a solid starting run 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%. And eight quarters out of the 11 quarters had a double-digit growth. . MILK BASED BEVERAGES accept for draw and milk-based beverages are also rising. India is the worlds biggest producer and consumer of milk, since milk plays a major role in the Indian diet. The consumption of milk and milk-based beverages has increased by an annual average of 2. 7 per cent in the last four years and most of them (65 per cent) are sold exposed / unpackaged.The proportion of the market accounted for by packaged milk and dai ry products are increasing, however. In the past four years, for example, pauperization for milk filled in pouches has grown by 4. 5 per cent annually, while the fi gure for milk in cartons is about 25 per cent. The rising consumption is making it necessary for appropriate enthronisations to be made by the beverage industry. The sector is highly fragmentize and 95 per cent of these producers have petite or very small operations. Of this, the health beverage industry is valued at $230 million.The Indian beverage industry faces over provision in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. The urban-rural split of the tea market was 5149 in 2000. Coffee is consumed largely in the grey states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. Increasingly packaged coffee is b ecoming extremely popular and so is the cafeteria culture as promoted by Barista and Cafe Coffee Day.PACKAGED WATER though not technically a beverage. Packaged mineral water is also considered to be a part os the Beverage Industry. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. BEVERAGES FOR HEALTH AND WELLNESS IN INDIAN MARKET The global health and wellness trends in the beverage sector are beginning to notice an increasing level of activity in India.There is today a growing health and wellness consciousness among consumers and an increasing importance given(p) to fitness and reasoned lifestyle choices. Changing work and lifestyle habits bring less time for home cooking and therefore spur demand for convenience and complete nutrition from meal replacements. There is a smashinger inclination to self-care rather than medicat e, a large(p)er awareness of the working(a) benefits of health beverages and a greater willingness to pay a premium for such beverages. RESPONSE TO HEALTH AND WELLNESSWith these strong drivers of growth, it is not surprising that the beverage industry in India has begun to respond with products that are marketed clearly on a health and wellness platform. However, to set the record straight, health and wellness is not a wholly new platform for the Indian market. India has, for decades, had a thriving health food drinks market. Market attraction, GlaxoSmithK post of merchandise Consumer Healthcare (GSKCH), has had iconic brands Horlicks, Boost, Viva and Maltova defecate top-of-the-mind recall across generations of Indians.The fact is that there has all along been a strong international presence in beverage market and more recently this has been witnessing the emergence of Indian multinationals across this sector. However, much of the marketing for health food drinks in the past has been general health and energy positioning, rather than the focus on specific benefits or ingredients that is characteristic of most age health food markets. This is now changing and the specific inaugurals of some companies are going a long way to creating a truly propulsive health and wellness beverage sector in India.Global market leader in Probiotic fermented milk drinks, Yakult, has teamed up with Danone to start manufacturing its probiotic fermented milk drink in India from 2007. Calcium-fortified beverages are a rapidly growing market. or so examples of brands that have introduced calcium-fortified products are Amul Shakti, Coca-Cola Indias Mazza, GCMMF launched sports drink Stamina in early 2006. Red Bull was launched in India in 2003. Carbonated beverage giants Coke and Pepsi have also connote to widen their product portfolio with health-based beverages (non-carbonated).Pepsis Gatorade is already on the market. And in what must be among the most significant recen t commercialization efforts of a conventionalistic Indian drink, Amul Masti Spiced Buttermilk was launched (in a 200 ml tetra pack), marketed on the platform of being free of colour, preservatives, acids and sucrose sugar. SUMMARY * Indian Beverage Market CAGR2007-201021% * India ranked 3rd in largest beverage consumption after the USA and China * Total Indian Beverage Consumption every year120 billion liters * Fruit Beverages Market size Rs 1100 crores (approx.Euro 180 million) * Fruit Beverage market growth rate 30% * Majority of Indian consumers75% consume Non-alcoholic beverages and 25% Alcoholic Beverages * Carbonated Drinks Market size $1. 5 Billion * Juice or juice-based Drinks Market size $. 25 billion * Health beverage industry is valued at $230 million * Indian Beer Market Growth Rate 7 8 % * Indian Beverage Industry is 10% of Global beverage consumption today. * Milk-based beverages consumption has increased by an annual average of 2. 7 per cent in the last four years * Total packaged coffee market size 19,600 tons or $87 million. The Indian soft drink market is worth Rs. 21,600 million a year with a growth of around 7%. * The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. * Peak season soft drink consumption 25 million * Off-season soft drink consumption 15 million * The market is predominantly urban with 25 per cent contribution from rural areas. * Coca cola and Pepsi dominate the Indian soft drinks market. * Indian Mineral water market size 50 million industry. BARRIERS IN THE INDIAN BEVERAGE INDUSTRYDespite this flurry of activity, the market is unchanging plagued by low levels of awareness and a lack of sophistication in consumer choices. Price remains a stumbling block. Public concerns over safety and quality of beverages have been aggravated by research findings over alarming levels of pesticide resi callables in bottled water and soft drinks. Furthermore, there is a l ack of detail and lucidness in food safety regulation regarding nutraceuticals and functional beverages, and regarding health claims. inwardly the beverage industry there is inadequate understanding of how to take traditional ingredients into the modern food processing environment.Finally, the retail sector, despite its growth, is still largely unorganized and this limits the ability to differentiate health and wellness products with the tryst of exclusive shelf space devoted to this category. OVERCOMING BARRIERS To over execute these challenges, beverage suppliers need to approach the market with a multi-pronged strategy for increasing penetration. It can be given as follow * Price resistance can, to some extent, be overcome by moving from trade to manufactured in India products. For example, imported Gatorade cost INR45 per 200 ml bottle.Now, made in India, it costs INR25. * rally or adaption is in some ways easier to execute than addition. (Examples of replenishment woul d be herbal tea replacing regular tea or soy milk replacing regular cows milk. Examples of modification would be low- gamy, no-fat, lite variants of established beverage brands). * The growing trend towards on-the-go consumption/out-of-home consumption (at the workplace, in schools, colleges and gyms) presents suppliers with new place and form of consumption options (for example, hawk machines for dispensing health drinks at schools). Abandoning the one-size-fits-all positioning and generic selling points of the past, in choose of targeted and specific messaging based on validated health benefits is probable to be more effective to the better informed middle class today. * Leveraging the intrinsic appeal of traditional Indian ingredients such as ayurvedic, herbal or oleoresin ingredients, but delivered in a modern, safe, convenient and reproducible form, or packaging and branding traditional Indian health drinks such as buttermilk and lassi, could create whole new markets that d erive their faculty from known and trusted traditional ingredients or drinks. In the end, beverage suppliers who unlearn many of the long-held misconceptions about Indian consumers and respond instead to their changing needs and priorities will be better placed to maximize the health and wellness prospect in this large and growing market LEADING COMPANIES Coca-Cola conjunction The Coca-Cola guild (Coca-Cola) manufactures, markets and distributes nonalcoholic beverage concentrates and syrups. The syrups, concentrates and beverage bases for Coca-Cola and nearly 400 other soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. more than than 60% of its products are sold outside of the US. It is headquartered in Atlanta, Georgia. The lodge recorded revenues of $23,104 million during the financial year stop celestial latitude 2005, an increase of 6. 3% over 2004. The play alongs net profit was $4,872 mi llion in fiscal year 2005, an increase of 0. 5% over 2004. PepsiCo, Inc. PepsiCo is a leading global insect bite and beverage fraternity. The partnership manufactures, markets and sells a range of salty, convenient, sweet and grain-based racinesss, carbonated and non-carbonated beverages and foods.The troupe operates in 200 countries besides the US and Canada. It is headquartered in Purchase, modernistic York. The political party recorded revenues of $32. 6 billion during the fiscal year ended December 2005, an increase of 11. 3% over 2004. The net profit was $4,078 million in fiscal year 2005, a decrease of 3. 2% from 2004. Parle Bisleri Pvt Ltd Parle Bisleri is an Indian bottled water company. The group is also entangled in the production of production juices under the Alfa brand. Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in India UnileverUnilever conference (Unilever) is one of the leading companies in the gl obal fast-moving consumer goods segment. Unilever operates under a dual structure. Unilever NV and Unilever PLC are the twin parent companies of the Unilever Group. Also, Unilever NV, Unilever PLC and their group companies constitute a exclusive reporting entity for presenting consolidated accounts. The group operates primarily in Europe, the Americas, Asia and Africa. It is headquartered in Blackfriars, the UK and employs about 206,000 people. The group recorded revenues of $49,310. million during the fiscal year ended December 2005, an increase of 2. 9% over 2004. The operating profit of the group was $6,605. 1 million during fiscal year 2005, an increase of 25. 4% over 2004. The net profit was $4,940. 8 million in fiscal year 2005, an increase of 35. 2% over 2004. Parle Agro Pvt Ltd Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of Indias fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many first-class honours degrees.They were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in darling bottles. In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry.SWOT ANLYSIS OF THE BEVERAGE INDUSTRY * capability * Renewal and investment * Innovation and Technological development * Experience in searching for new markets, niches and partners * Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a c ompetitive good. * WEAKNESS * hoar technologies and poor work organization * Insufficient pace of creation and murder of innovations * Insufficiently effective activities of small and medium-sized caperes * Change in household consumption patterns * OPPORTUNITIES Presence of a favorable market * Market globalization * unusual direct investment promoting knowledge and developing export channels * conveyancing of production to the countries with smaller labour costs * Well established dispersion net profit * THREATS * Unfavorable market trends in energy resources * Increasing competition among exporters and decreasing dependency on one market * Intense competition between the organized and unorganized segments and low operational cost. * Water scarceness in India INTRODUCTION TO PEPSICO COMPANY Pepsi Co. An IntroductionPepsiCo, Incorporated is a large entangled with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Company indite Type Public (NYSEPEP) Founded fresh York, (1965) Headquarters Purchase, New York Areaserved oecumenic Keypeople Indra K. Nooyi (Chairwoman), (President) & (CEO) Industry Food, Non-alcoholic beverage The PepsiCo challenge (to keep up with archrival The Coca-Cola Company) never ends for the worlds no. carbonated soft-drink maker. Its soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the companys only beverage Pepsi sells Tropicana orange juice brands, Slice mango drink, Gatorade sports drink, Nimbooz lime drink and Aquafina water. The company also owns Frito-Lay, the worlds no. 1 snack maker with offerings such as corn chips (Doritos, Fritos) and potato chips (Lays, Ruffles). Its Quaker Foods component offers breakfast cereals (Life), pasta (Pasta Roni), rice (Rice-A-Roni), and side dishes (Near East). A true global giant, Pepsis products are available in some 200 countries.HISTORY B orn in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New neat of Switzerland, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site www. pepsi. com. The story behind Pepsi co. goes as follows, in summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a late pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers.He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham had known that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique intermixture of kola nut extract, vanilla and rareoils, became so popular his customers named it Brads Drink. Caleb decided to name it Pepsi-Cola, and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U. S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The assembly line began to grow, and on June 16, 1903, Pepsi-Cola was formally registered with the U. S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line Exhilarating, Invigorating, Aids Digestion. He also began awarding exemptions to bottle Pepsi to self-reliant investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the followi ng year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Colas first bottling line resulted from some less-than-sophisticated engineering in the back room of Calebs pharmacy. Building a strong franchise system was one of Calebs greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the products success, provided a sturdy foundation.They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous cannonball along car driver Barney Oldfield endorsed Pepsi in publisher ads as A bully drink refreshing, invigorating, a fine bracer before a race. The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Calebs busines s expertise captured wide dissemination attention.He was even mentioned as a possible scene for Governor. A 1913 editorial in the Greensboro Patriot praised him for his keen and energetic business sense. Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, Drink Pepsi-Cola. It will satisfy you. Then came World War I, and the cost of doing business increased drastically. Sugar sets see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting ears, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasnt until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was chairperson of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unequal business apprisalship with the Coca-Cola Company, and at the same time to add an spellbinding drawing card to Lofts soda fountains. He was right.After flipper owners and 15 idle years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Colas sales were actually administered from a Baltimore structure apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression. TIMELINE 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames Brads Drink, a carbonated soft drink he created to serve his drugstores fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28. * 1902 Bradham applies to the U. S. Patent Office for a trademark for the Pepsi-Cola name. * 1903 In keeping with its origin as a pharmacists concoction, Bradhams advertisement praises his drink as Exhilarating, invigorating, aids digestion. * 1905 A new logo appears, the first change from the headmaster created in 1898. * 1906 The logo is redesigned and a new slogan added The original polished food drink. The trademark is registered in Canada. * 1907 The Pepsi trademark is registered in Mexico. * 1909 Automobile racing pioneer Barney Oldfield proceeds Pepsis first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as A bully drink refreshing, invigorating, a fine bracer before a race. The theme Delicious and Healthful appears, and will be used intermittently over the next two decades. 1920 Pepsi appeals to consumers with, Drink Pepsi-Cola. It will satisfy you. * 1932 The trademark is registered in Argentina. * 1934 Pepsi begins selli ng a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces. * 1938 The trademark is registered in the Soviet Union. * 1939 A newspaper cartoon strip, Pepsi Pete, introduces the theme Twice as Much for a plate to increase consumer awareness of Pepsis value favor. 1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. Nickel, Nickel will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted. * 1941 In buy at of Americas war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi mobile canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas. * 1943 The Twice as Much advertising strategy expands to include the theme, Bigger Drink, Better Taste. * 1949 wherefore take less when Pepsis best? is added to Twice as Much adver tising. 1950 More Bounce to the Ounce becomes Pepsis new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated. * 1953 Americans become more weight conscious, and a new strategy based on Pepsis lower caloric content is implemented with The Light refreshment campaign. * 1954 The Light Refreshment evolves to incorporate Refreshing Without Filling. . * 1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon.Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi contemporaries. Come alive Youre in the Pepsi Generation makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers lifestyles and attitudes. * 1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising. * 1966 Diet Pepsis first independent campaig n, Girlwatchers, focuses on the cosmetic benefits of the low-calorie cola. The Girlwatchers musical theme becomes a Top 40 hit.Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, Ya-Hoo, Mountain Dew * 1967 When research indicates that consumers place a premium on Pepsis sea captain taste when chilled, Taste that beats the others cold. Pepsi pours it on emphasizes Pepsis product superiority. The campaign, while product-oriented, adheres almost to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign. 1969 Youve got a lot to live. Pepsis got a lot to give marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaigns driving forces, but with Live/Give, a new awareness and a reflection of contemporary events and mood become integral parts of the advertisings texture. * 1973 Pepsi Generation advert ising continues to evolve. Join the Pepsi People, Feelin Free captures the mood of a nation involved in massive social and political change. It pictures us the way we are-one people, but many personalities. 1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsis taste is superior. * 1992 Celebrities join consumers, declaring that they Gotta arouse It. The interim campaign supplants Choice of a New Generation as work proceeds on new Pepsi advertising for the 90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, move out for the unique great taste of Dew, theyve Been there, Done that, Tried that. * 1993 Be Young, find fun, Drink Pepsi advertising starring basketball superstar Shaquille ONeal is rated as best in U.S. * 1994 New advertising introducing Diet Pepsis freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness an d superior taste to consumers. * 1995 In a new campaign, the company declares Nothing else is a Pepsi and takes top honors in the years national advertising championship. * 1998 Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces PepsiOne the first one calorie drink without that diet taste STRENGTH & WEAKNESSES OF PEPSI CO.Pepsi Cola throughout its 100 years of existence has unquestionable much strength. One of the strengths that have developed Pepsi into such a large throne is a strong franchise system. The strong franchise system was the ground tackle of success along with a great entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. . Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottler s and food service customers. This includes some of the worlds best-loved and most-recognized advertising.New advertising and exciting promotions keep. Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world. Probably high on the list of strengths is Pepsis beverage line up.Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Peps. Some other strong brands are All Sport, Slice, Tropicana, Nimbooz, Aquafina and a license agreement with naval Spray Juices. Pepsi Cola like any company has weakness es. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This former strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in todays market must be able to act as one instead of several separate units. * The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictated by PepsiCo on how to exert their operations. Some of these franchises are unwilling to support certain Pepsi products and at quantify produce their own private label products that are in direct competition with Pepsi products. * Secondly the franchisees are not willing to make capital expenditures to keep up with Coca-Cola who is a firm conceiver in reinvesting into their floor (Coca Cola at present time does not operate a franchise bottling system). * Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, packaging and promotional factors and of a wide variety of brands. Pepsi customers also buy their products payable to the high accessibility of Pepsi brands. * Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, comfort station stores, Restaurants, Movie theaters and almost and other conceivable spots. * Another competitive advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a stupefying 74. 1% over the last five years. Mountain Dew has a 6. 3% market share and has recently become the No. 4 soft drink in America. At this current pace Mountain Dew will become the first non-cola to reach the 1billion gallon mark in one year. * Pepsi also has an advantage as an innovator in their field. They are the first soft drink makers to introduce a new one-calorie soda called Pepsi-One with , just approved by the FDA, Ace-K. PEPSICO IN INDIAPepsiCo entered India in 1989 and has grown to become one of the countrys leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as nutrition and always, good taste.PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isosmotic sports drinks Gatorade, Tropicana100% fruit juices, a nd juice based drinks Tropicana Nectars, Tropicana Twister and Slice. PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lays Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands.The companys high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups 39 bottling plants in India, of which 17 are company owned and 22 are franchisee owned. PEPSICO VS COCACOLA IN INDIABoth target all income segments of as their products are captivating and likeable. Both companies produce parallel products and services (Coca Cola Company, 2009). It is a known factor that when a company goes beyond the national boundaries, the distribution channel and production becomes main concern. When PepsiCo. launches new product and a new promotion strategy, Coca Cola, follows its fierce competitor, with its own version or vice-versa. Both companies are multinational and as they enter new market, they consider many issues such as legal chance, political risk, business risk etc. ecause of the fact that in past these companies had to leave the market due to above mentioned reasons. The companies are very conscious towards taste preferences of the targeted customers. Both companies work on ethics and moral values. They both have public relation department which serves as a chain between consumers and the company. The above graph shows the beverage ranking as at the beginning of 2011. Pepsi reverses a global trend in India, beating its main rival Coca-Cola in market share. In terms of Brand Trust too, Pepsi at rank 36 is at 160% higher than its closest cola competitor, Coca-Cola at sixtieth rank.However the Coke camp has 5 brands among the top 300, as compared to the Pepsi-camp which is only represented by 3 brands among the 300 Most Trusted Brands of India. PEPSICO INDIA SWOT summary Strengths (a) Pepsico is a well-known brand in FMCG sector. (b) Pepsico is offering many attractive sales promotion schemes. (c) Pepsico is having good market share. (d) Pepsico is offering many brands like 7up, Slice, Mirinda etc. (e) Pepsico is offering Varity of tastes to select. Weakness (a)Lack of effective customer services. (b) Retailers are not getting proper schemes of Pepsi. c)Visis are out of order. In Jaipur town there is appropriate maintenance services available. (d) Retailers are complaining about cooling. Visis are not cooling well mainly 300 and 400 liters. Opportunities (a) ample beverage market. (b) Popul ar in youth as well as children. (c) New taste can be introduced like apple, even health drink also. (d) In India the major competitors of Pepsi are tea, coffee, lassi, inthis case Pepsi can come in 100 ml or even 50 ml at Rs. 3 or 4. Threats (a) Increasing competitors day by day. (b) deplorable publicity by competitors. c) Numberless innovations area in beverage industry. PEPSICO INDIA PERFORMANCE Pepsi is one of the most well known brands in the world today available in over 160 countries. The company has an extremely positive outlook for India. Outside North America two of our largest and fastest growing businesses are in India and China, which include more than a third of the worlds population. (PepsiCos annual report, 1999) Faced with the exist policy framework at the time, the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries.With the introduction of the liberalization policies since 1991, Pepsi took complete check into of its operations. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCos key strategies was to develop a completely local management team. Pepsi has 19 company owned factories while their Indian bottling partners own 21. Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up being its flagship brand.Other products offering by Parle included Limca & Goldspot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, clean drinks. Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange The two advertisements tags yehi hai right choice baby and vigour official about it at one time ring a bell- its got to be Pepsi. The advertisement tag yehi hai right choice baby was the first Hinglish slogan ever used in the in the Indian market. This slogan proved to be the be st worthy one for Pepsi and it was a mega hit and at that moment of time.Pepsi in a short span of its operations in India has found a place in the hearts and minds of the Indian consumers. The success has primarily been due to the in advance(p) and passionate Indian team, which has been built over the years. Pepsi is a trendsetter managed and run by Indians, where important decisions are taken locally. The RKJ group is Indias leading supplier of retail merchant brand Carbonated and Non-Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. It has the license to supply beverages in the territories of Western U. P. part of M. P. , half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is obligated for producing and marketing 44% of Pepsi requirement in India. This group has brought name and fame to the Pepsi as in all this regions P epsi is at the commanding position and in the mean this group has diversified itself into ice cream, suiting and shirtings, restaurants, beer plant in Mauritius & pabulum oil plant in Sri Lanka PESTICIDE CONTROVERSY 2003Although Pepsis sales were ail post-cola contamination controversy, Pepsi spokesperson maintained that it was difficult to assess whether the slump was due to the controversy or a lean monsoon. Weather has played a spoilt sport, too, and the season has been dull so they were cross fingered whether sales have been hit by the pesticides issue alone. PERFORMANCE IN 2010 PepsiCo reported that volume, revenue and profit growth for the fourth quarter and the full year of 2010 were driven by gains across its worldwide snacks and beverage businesses.Beverage performance for the quarter was led by high double-digit growth in India, For the full year, beverage volume was led by double-digit growth in India and China. The net revenue grew by 34 per cent, net income rose by s ix per cent and core constant currency net income rose by 15 per cent. PepsiCo said, Our snack and beverage volume gains for the quarter and full year were led by strong performance in key emerging markets. The bosom East, India and China, each reported snack volumes growing by strong double digits, and acquisitions contributed two points of snacks volume growth in the quarter and for the full year. . The company further strengthened its position in India through the formation of a joint venture with Tata Global Beverages to develop and market hydration beverages for the India market. The chronology PEPSICO. in India was 1977 Parle launched Thums-up and pure drinks launched Coca-Cola. * 1998 In September, final approval for the Pepsi Foods Ltd. Project granted by the storage locker Committee on economic affairs of the Rajeev Gandhi Govt. * 1990 In March, Pepsi-Cola and 7-up launched markets in northerly India. 1990 In May, The government cleared the Pepsi-Cola project again but w ith a change in brand name to Lehar Pepsi, simultaneously it rejects the Coca-Cola application Citra from the Parle, stable hited the market. * 1991 Pepsi-Cola extended its soft drinks business and reached at national scale. Pepsi-Cola launched its product in Delhi and Bombay. * 1992 In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and Parle start initial negotiation for a strategic alliance but took break off after a while. * 1993 Pepsi-Cola launched Slice and Teem captured about 25-30% of the soft drink market in about 2 years. 1994 Pepsi bought Dukes & Sones. * 1995 Pepsi-Cola lunched cans, having capacity of 330ml in various flavors. * 1996 Pepsi-Cola domestic and international operations combined into a Pepsi-Cola Company. International and domestic operations combined into one business unit called Frito-lay Company. * 1997 Pepsi-Cola brought Mirinda Orange face-to-face to Fanta. * 1998 Pepsi-Cola launched Mirinda Lemon opposite to Limca. * 1999 Pepsi-Col a launched Diet Pepsi in can and 1. 5 Lit. PET bottle for health conscious people. * 2001 Pepsi-Cola launched Slice in Tetra Pack. 2003 Pepsi-Cola launched Pepsi Blue to get the favour of world cup season. * 2005 Pepsi-Cola launched Mirinda in Straw Berry flavour to get the favour of movie Batman. * 2005 Pepsi-Cola launched 7-up as 7-up ice. * 2009 Pepsi- Cola launches Nimbooz. NIMBOOZ PEPSICOS NEWEST OFFERING INTRODUCTION Numbu Paani is a delicious thirst quencher made from pertly squeezed rats, salt and sugar. It has a clean and refreshing flavour and is rich with vitamin C. Nimbu Paani, which is nothing but lemonade or lemon squash. It is commonly available in all the towns of India, particularly in the summer season.It is very easy to prepare. Fresh lemon is squeezed in a glass and salt and sugar is added to it. Crushed ice may also be added. Nimbu Paani has always been the most commonly consumed cold beverage for Indians, e specially during hot summers. Hence it made perfect business sense to launch a non-fizzy drink during summers as it scores above the colas in the health aspect (carbonated drinks actually soaks up the bodys moisture leaving the system more dry). With links to childhood obesity and tooth decay, soft drink sales were down for the first time in 20 years.And sales of bottled water, juices and energy drinks are continuing to eat into the soda market. At such a time PepsiCo decided to launch Nimbooz. The added advantage of it being a very familiar natural refreshing drink which is now being offered in a hygienic and convenient way would make the mothers prefer it over the Colas. LAUNCH OF NIMBOOZ The lime-lemon category is the fastest growing segment of the Rs 7,000-crore aerated soft drink market, with both competing brands Sprite from Coca-Cola and PepsiCos 7-Up registering healthy growth rates.At the onset of the summer, PepsiCo India had launched packaged nimbu paani, Nimbooz by 7UP. The product has been created to suit Indian tastes. PepsiCo was delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality. PepsiCo claimed that Nimbooz contained no artificial flavours and contained real lemon juice. On 26 Feb 2009PepsiCo India, the countrys leading food & beverage company, launched its packaged nimbu paani, Nimbooz by 7Up.Inspired by fresh, home-made nimbu paani, Indias favourite beverage, Nimbooz by 7Up has been specially created to suit Indian tastes. Nimbooz is a delicious nimbu paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy, convenient packs, Nimbooz is a great way to enjoy nimbu paani ina hygienic format. PepsiCo has drawn up an intensive consumer energizing campaign to market Nimbooz. The 360 degree marketing communication plan will build awareness through multi-city launches and road shows , 3D activation, supplement Out-of-Home (OOH) media, radio, press and outdoors.Aggressive trial generation & sampling initiatives were also be taken before across major cities of the country. A special Nimbooz Highway Gadi had been created that would visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education To introduce the beverage, as part of the teaser campaign which kicked off on March 15, an 18-foot tall wooden lemon squeezer with a four-foot lemon replica in it was placed outside various malls and junctions. The message on it read, Asli Refresher Coming Soon.This innovation was execute at Ambi Mall, Gurgaon Great India come out, NOIDA Court Chowk, Amritsar and Fun Republic Mall, Chandigarh. For the revealer, the lemon was replaced with a 20-foot high Nimbooz bottle on March 18. The teaser in Mumbai was spread across five days. For this, a knotted gunny bag stuffed with lemons was mount on a canter at Mahim Causeway. The message on the chemise read, 4 Din Mein Asli. Day 2 saw an untied crowd out with lemons scattered around it and a similar message, with the number of the day changed.The elicit got shorter for the next two days and on the fifth day, a returnable glass bottle (RGB) of Nimbooz appeared on the canter. The on-ground initiative was supported by a TV commercial that reflects Nimbooz Ekdum Asli Indian proposition. The film had been created by BBDO India. In time of toilsome competition, branding needs to stand out and this is where outdoor media helps, by making the communication as big as possible. Lemon is substitution to the idea of Indian refreshment and the same thought went in the making of Nimbooz.They decided to keep the brand proposition simple, yet appealing, by household on the authenticity of Ekdum Asli Indian Nimbu-Paani. Its like rebirth of nimboo pani with a new refreshing and energetic taste. Definitely this product has given great and tough competition to the other drinks of its segment. People really love its taste and urgency to purchase Nimbooz. also pushing friends and family member to try it as they believe once they will try then rest Nimbooz will look at in short YEHI HAI RIGHT CHOICE WHAT IS A market commixture? The term marketing mix was coined in 1953 by Neil Borden in hisAmerican merchandise Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a mixer of ingredients, who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from flat available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan.Also known as the Four Ps, the marketing mix elements are price, place, prod uct, and promotion. Elements of the marketing mix are often referred to as the Four Ps * Product It is a tangible object or an intangible asset service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. To retain its competitiveness in the market, product preeminence is required and is one of the strategies to differentiate a product from its competitors. Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. * Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. * advancement represents all of the communications that a marketer may use in the marketpla ce. Promotion has four distinct elements advertising, public relations, personal selling and sales promotion. MARKETING MIX OF NIMBOOZPRODUCT PepsiCo India launched a packaged nimbu paani offering Nimbooz under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. INGREDIENTS * Water * Sugar * Concentrated Lemon Juice (0. 8%) * acidity regulators (296,330) * Salt * Preservatives (202) *contains added flavor (natural and nature identical flavouring substances) NUTRIONAL FACTS ENERGY (kcal) 43CARBOHYDRATES (g) 10. 8 SUGARS (g) 10. 5 PROTEIN (g) 0 FAT (g) 0 PACKAGING Nimbooz offers great value to consumers in three packaging formats of * 200ml returnable glass bottles * 350ml pet bottles * 200 ml tetra .PRICE Nimbooz is relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher dead captures the mass appeal of this product and will certainly drive consumer connect.The price strategy adopted is of course that of PENETRATION PRICING as followed by all PepsiCo products. PLACE PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants. Traditional Trade At Kirana stores in the above mentioned packages. Modern tradeDistribution through sports clubs, gymnasiums, tie ups with sports institutes etc. revolve and Spokes model In rural areas, where one dealer serves many villages.After the launch a newspaper article cited the following PROMOTION PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media