A project report on pepsi cola ltd.,

Projectsformba.blogspot.com

EXECUTIVE SUMMARY

One of Americas favorite soft drinks, Pepsi-Cola, didn't make it to the Taste test stage ...
several times. The ability of the product to survive several bankruptcies, numerous
management changes, and major internal squabbles made it an even stronger player in the
bid for consumer taste acceptance.

Our story begins with the birth of Caleb D. Bradham in 1867. Bradham was born in
Chinquapin, North Carolina in 1867. Chinquapin is a rural community about forty miles
south of New Bern, North Carolina. New Bern is a seaport town which was first settled in
1710 by Swiss and German emigrants.

Caleb Bradham attended the University of North Carolina and the University of
Maryland Medical School. While at the University of Maryland, he worked part-time in
a local drug store. When his fathers' business failed in 1891, Caleb dropped out of
medical school and decided to open a drug store of his own in New Bern. This drug store
was the first home of Pepsi-Cola, and it was located at Middle and Pollock Streets in
New Bern.

Caleb formulated the Taste that Beats the Others cold in his new drug store, and in 1893,
he began selling "Brad's Drink", which among other claims, was to be a cure for
dyspepsia.

In 1898, Caleb Bradham bought the name "Pep Cola" for $100 from a company in
Newark, New Jersey that had gone broke. He then changed the name of his new drink
from "Brad's Cola to Pepsi-cola, and persuaded a neighbor who was an artist to create the
first Pepsi-Cola logo.

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Bradham applied to the state of North Carolina and to the U.S. Patent Office for a
trademark on the name Pepsi-cola in 1902. He also issued ninety-seven shares of stock
for his new company, and was ready to supply Pepsi to an eagerly awaiting world.

From the back room of his pharmacy, Caleb mixed and sold over 8,000 gallons of syrup
his first year. Having an appreciation and understanding of the value of advertising, he
invested $1,900 of his early profits in promotion of his new drink.

By 1903, Bradham had outgrown the back room of his drug store, and moved his young
company to temporary rented quarters for almost a year before finally settling into its
permanent home, known as Bishops factory, in New Bern. At that time, he also added
bottling lines to his growing syrup manufacturing business.

Caleb had established fifteen additional bottling plants by 1906 to attract the early Pepsi
Generations'. The locations of these plants are of great significance to collectors of early
Pepsi memorabilia, and they are listed below:

PEPSI-COLA BOTTLING PLANTS IN 1906:
Wilson, NC Charlotte, NC Fayetteville, NC Wilmington, NC Washington, NC
Tarboro, NC Kinston, NC Greensboro, NC Raleigh, NC New Bern, NC
Darlington, NC Norfolk, NC Suffolk, VA Huntington, WV Renserverte, WV

By 1907, forty bottling plants were producing Pepsi-Cola, and 100,000 gallons of syrup
were sold that year. In 1908, new offices and plant facilities were added to the New Bern
plant, and the number of bottlers increased dramatically to ninety-thr

26 Feb 2009 , New Delhi : PepsiCo India, the country’s leading food & beverage
company, launched its packaged nimbu paani, Nimbooz by 7Up today. Inspired by fresh,



home-made nimbu paani, India’s favourite beverage, Nimbooz by 7Up has been
specially created to suit Indian tastes.

Nimbooz will appeal to consumers across all age groups. In spite of the presence of a
mushrooming carbonated soft drink industry, homemade nimbu paani is still
preferred by many across the Country and Noida. Nimbooz is not pitching against
the homemade nimbu pani, but offering a drink that is as healthy and hygienic. The
proposition of the Indian refresher perfectly captures the mass appeal of this
product and will certainly drive consumer connect. Nimbooz will be relevant and
affordable offering for consumers of Noida and India on the go because of its ready-to-
drink format that is both convenient and hygienic.

PepsiCo 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. Peoples of Noida demanding Nimbooz because Nimbooz is a delicious nimbu
paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy,
convenient packs.

On the whole, this product will be a great success.................................
since it is launched in the beginning of summer's and pricing also suits the all type of
consumers.
nimbooz is a brand in itself………………….

Nimbooz ,amazing taste..its like rebirth of nimboo pani with a new refreshing and
energetic taste..definitely this product will give great and tough competition to the other
drinks of its segment.

Nimbooz….yehi hai right choice

HISTORY


Born 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 Bern, North
Carolina.

The information published here is provided by PepsiCo, Inc. and
may be accessed at their site: www.pepsi.com.

The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a
young 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 knew 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 mixture of kola nut extract, vanilla and rareoils, became so
popular his customers named it "Brad's Drink." Caleb decided to rename 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 a 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 business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered
with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme
line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to
bottle Pepsi to independent investors, whose number grew from just two in 1905, in the
cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907.
By the end of 1910, there were Pepsi-Cola franchises in 24 states.



Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in
the back room of Caleb's pharmacy. Building a strong
franchise system was one of Caleb's greatest
achievements. Local Pepsi-Cola bottlers, entrepreneurial
in spirit and dedicated to the product's success, provided a
sturdy foundation. They were the cornerstone of the
Pepsi-Cola enterprise. By 1907, the new company was
selling more than 100,000 gallons of syrup per year.

Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that
the town of New Bern pictured it on a postcard. Famous racing car driver Barney
Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a
fine bracer before a race."

The previous year, Pepsi had been one of the first companies in the United States to
switch from horse-drawn transport to motor vehicles, and Caleb's business expertise
captured widespread attention. He was even mentioned as a possible candidate for
Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and
energetic business sense."

Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with
the slogan, "Drink Pepsi-Cola. It will satisfy you." Then cameWorld War I, and the cost
of doing business increased drastically. Sugar prices see sawed between record highs and
disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a
series of business gambles just to survive, until finally, after three exhausting years, his
luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't
until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the
future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain
of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an
opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola
Company, and at the same time to add an attractive drawing card to Loft's soda fountains.



He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a
thriving national brand.

One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually
administered from a Baltimore building apparently owned by Coca-Cola, and named for
its president. Within two years, Pepsi would earn $1 million for its new owner. With the
resurgence came new confidence, a rarity in those days because the nation was in the
early stages of a severe economic decline that came to be known as the Great
Depression.

1898 Caleb Bradham, a New Bern, North
Carolina, pharmacist, renames "Brad's
Drink," a carbonated soft drink he created
to serve his drugstore's fountain
customers. The new name, Pepsi-Cola, is
derived from two of the principal
ingredients, pepsin and kola nuts. It is first used on August 28.

1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.

1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising
praises his drink as "Exhilarating, invigorating, aids digestion."

1905 A new logo appears, the first change from the original created in 1898.

1906 The logo is redesigned and a new slogan added: "The original pure food drink." The
trademark is registered in Canada.

1907 The Pepsi trademark is registered in Mexico.

1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser
when he appears in newspaper ads describing Pepsi-Cola as "A bully drink...refreshing,
invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears,
and will be used intermittently over the next two decades.



1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will satisfy you."

1932 The trademark is registered in Argentina.

1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its
competitors for six ounces.

1938 The trademark is registered in the Soviet Union.

1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as Much
for a Nickel" to increase consumer awareness of Pepsi's value advantage.

1940 Pepsi makes advertising history with the first advertising jingle ever broadcast
nationwide. "Nickel, Nickel" will eventually become a hit record and will be translated
into 55 languages. A new, more modern logo is adopted.

1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to
red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout
the war, enabling more than a million families to record messages for armed services
personnel overseas.

1943 The "Twice as Much" advertising strategy expands to include the theme, "Bigger
Drink, Better Taste."

1949 "Why take less when Pepsi's best?" is added to "Twice as Much" advertising.

1950 "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink
economics force Pepsi to raise prices to competitive levels. The logo is again updated.

1953 Americans become more weight conscious, and a new strategy based on Pepsi's
lower caloric content is implemented with "The Light Refreshment" campaign.

1954 "The Light Refreshment" evolves to incorporate "Refreshing Without Filling."



1958 Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen
cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now
identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi"
theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.

1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon meet in
the soon-to-be-famous "kitchen debate" at an international trade fair. The meeting, over
Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets Sociable."

1961 Pepsi further refines its target audience, recognizing the increasing importance of
the younger, post-war generation. "Now it's Pepsi, for Those who think Young" defines
youth as a state of mind as much as a chronological age, maintaining the brand's appeal to
all market segments.

1963 In one of the most significant demographic events in commercial history, the post-
war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the
change, and positions Pepsi as the brand belonging to the new generation-The Pepsi
Generation. "Come alive! You're in the Pepsi Generation" makes advertising history. It is
the first time a product is identified, not so much by its attributes, as by its consumers'
lifestyles and attitudes.

1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.

1966 Diet Pepsi's first independent campaign, "Girlwatchers," focuses on the cosmetic
benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit.
Advertising for another new product, Mountain Dew, a regional brand acquired in 1964,
airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain
Dew!"

1967 When research indicates that consumers place a premium on Pepsi's superior taste
when chilled, "Taste that beats the others cold. Pepsi pours it on" emphasizes Pepsi's
product superiority. The campaign, while product-oriented, adheres closely to the



energetic, youthful, lifestyle imagery established in the initial Pepsi Generation
campaign.

1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation
advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with
"Live/Give," a new awareness and a reflection of contemporary events and mood become
integral parts of the advertising's texture.

1973 Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin'
Free" captures the mood of a nation involved in massive social and political change. It
pictures us the way we are-one people, but many personalities.

1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of
consumers that Pepsi's taste is superior.

1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving
national mood. "Puppies," a 30-second snapshot of an encounter between a very small
boy and some even smaller dogs, becomes an instant commercial classic.

1979 With the end of the '70s comes the end of a national malaise. Patriotism has been
restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking
to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood and the
Pepsi Generation carries it forward into the '80s.

1982 With all the evidence showing that Pepsi's taste is superior, the only question
remaining is how to add that message to Pepsi Generation advertising. The answer?
"Pepsi's got your Taste for Life!," a triumphant celebration of great times and great taste.

1983 The soft drink market grows more competitive, but for Pepsi drinkers, the battle is
won. The time is right and so is their soft drink. It's got to be "Pepsi Now!"

1984 A new generation has emerged-in the United States, around the world and in Pepsi
advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the
most popular entertainer of the time, Michael Jackson, stars in the first two commercials



of the new campaign. The two spots quickly become "the most eagerly awaited
advertising of all time."

1985 Lionel Richie leads a star-studded parade into "New Generation" advertising
followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana
and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal.
Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a
Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special talent, style and
spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment
10G."

1987 After an absence of 27 years, Pepsi returns to Times Square, New York, with a
spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's
Choice."

1988 Michael Jackson returns to "New Generation" advertising to star in a four-part
"episodic" commercial named "Chase." "Chase" airs during the Grammy Awards
program and is immediately hailed by the media as "the most-watched commercial in
advertising history."

1989 "The Choice of a New Generation" theme expands to categorize
Pepsi users as "A Generation Ahead!"

1990 Teen stars Fred Savage and Kirk Cameron join the "New
Generation" campaign, and football legend Joe Montana returns in a spot
challenging other celebrities to taste test their colas against Pepsi. Music
legend Ray Charles stars in a new Diet Pepsi campaign, "You got the
right one baby."

1991 "You got the Right one Baby" is modified to "You got the Right one Baby, Uh-
Huh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a campaign soon to
become the most popular advertising in America is on its way. Supermodel Cindy



Crawford stars in an award-winning commercial made to introduce Pepsi's updated logo
and package graphics.

1992 Celebrities join consumers, declaring that they "Gotta Have It." The interim
campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi
advertising for the '90s. Mountain Dew growth continues, supported by the antics of an
outrageous new Dew Crew whose claim to fame is that, except for the unique great taste
of Dew, they've "Been there, Done that, Tried that."

1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball superstar
Shaquille O'Neal is rated as best in U.S.

1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi
CEO Craig Weatherup explaining the relationship between freshness and superior taste to
consumers.

1995 In a new campaign, the company declares "Nothing else is a Pepsi" and takes top
honors in the year's national advertising championship.

PepsiCo entered India in 1989 and in the span of a little more than a decade, has grown to
become the country's largest selling soft drinks company. The Company has invested
heavily in India making it one of the largest multinational investors. The group has built
an expansive beverage, snack food and exports business and to support the operations are
the group's 39 bottling plants in India, of which 17 are company owned and 22 are
franchisee owned.



PepsiCo stays committed to providing its consumers with top quality beverages. Its
diverse portfolio of brands include the flagship cola brand - Pepsi; Diet Pepsi; 7Up;
Mirinda; Mountain Dew; Slice fruit drink; Tropicana brand 100% fruit juices in various
flavours; Aquafina packaged drinking water; Gatorade plus local brands Lehar Evervess
Soda, Dukes Lemonade and Mangola.



ACKNOWLEDGEMENT

There are people who simply by being what they are try to influence you to do
things which you could never think of. Their spontaneous and genius nature has
helped me a lot whenever I needed it, to gain profound knowledge and experience
in.

In a nutshell it is not the work of only one but many others too who by their
sincere efforts have contributed towards the making of project.

My heartiest thanks goes to Mr. S S Rawat- ADC and Arun Rawat for not only
allowing me to undergo my summer training in his concerned department but also
for his always willing helping hand at any time during the training in any matter
and his whole hearted support and guidance.

.



VARUN
BEVERAGES

(RKJCorp)

Ravi K Jaipuria (RKJ), one of PepsiCo India’s largest franchisee bottler, led by
Mr. Jaipuria has seven Pepsi bottling plants spread around the country in Greater
Noida and Kosi (UP), Alwar, Bhiwadi, Jaipur and Jodhpur (Rajasthan), Goa,
Dharwar (Karnataka) and Kathmandu.

One of the largest franchisee bottlers for Pepsi, the Jaipuria group collectively forms
about 45 per cent of Pepsi’s total franchisee business.

Although Pepsi’s sales were hurt 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.”



With always new initiatives, the RKJ group which operates through two
companies—Varun Beverages and Devyani Beverages— targets to achieve a
sales turnover.

It can be said with absolute certainty that the RKJ Group has “carved out a
special niche” for itself. Their services touch different aspects of commercial and
civilian domains like those of Bottling, Food Chain and Education.

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 but now extended to Greater Noida since 1996.

Varun Beverages Ltd group became the first franchisee for Yum Restaurants
International [formerly PepsiCo Restaurants (India) Private Limited] in India. It
has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company.



Pepsi Co.: An Introduction

PepsiCo, Incorporated (Short for Pepsi Company) is a
large conglomerate 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. Besides the Pepsi-Cola brands (including
Mountain Dew), the company owns the brands Quaker Oats, Gatorade, Frito-Lay,
SoBe, and Tropicana.

The company formed for distribution and bottling is The Pepsi Bottling Group.

History

Headquartered in Purchase, New York, with Research and Development
Headquarters in Valhalla, NY, The Pepsi Cola Company began in 1898, but it
only became known as PepsiCo when it merged with Frito Lay in 1965. Until
1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food
restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc.
PepsiCo purchased Tropicana in 1998 and Quaker Oats in 2001.

PepsiCo, Inc. Company Profile

The PepsiCo challenge (to keep up with archrival The Coca-Cola Company)
never ends for the world's no.2 carbonated soft-drink maker. Its soft drinks
include Pepsi, Mountain Dew, and Slice. Cola is not the company's only



beverage: Pepsi sells Tropicana orange juice brands, Gatorade sports drink, and
Aquafina water. The company also owns Frito-Lay, the world's no.1 snack maker
with offerings such as corn chips (Doritos, Fritos) and potato chips (Lay's,
Ruffles). Its Quaker Foods division offers breakfast cereals (Life), pasta (Pasta
Roni), rice (Rice-A-Roni), and side dishes (Near East). A true global giant,
Pepsi's products are available in some 200 countries.

PepsiCo in India

PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab
government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India
Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the
use of foreign brands was allowed; PepsiCo bought out its partners and ended the
joint venture in 1994.



PEPSI

TYPE
Cola

MANUFACTURER
PepsiCo

COUNTRY OF ORIGIN
United States

INTRODUCED
16June1903

PEPSI-COLA is a Carbonated Beverage that is produced and manufactured by
PepsiCo. It is sold in stores, restaurants and dispensed from vending machines.



The drink was first made in the 1890s by Pharmacist CALEB BRADHAM in
New Bern, NORTH CAROLINA. The brand was trademarked on June 16, 1903.

Origin

In 1898, “Brad’s drink” was changed to “Pepsi-Cola” and later trademarked on
June 16, 1903.There are several theories on the origin of the word “pepsi”.

The popular two discussed:-

 Caleb Bradham bought the name “Pep Kola” from a local competitor
and changed it to Pepsi-Cola.

 “Pepsi-Cola” is an anagram for “Episcopal” - a large church across the
street from Bradham's drugstore. There is a plaque at the site of the
original drugstore documenting this.

The word Pepsi comes from the Greek word “pepsi” (πέψη), which is a medical
term, describing the food dissolving process within one's stomach.

Another theory regarding the name's origins is that Caleb Bradham and his
customers simply thought the name sounded good and reflected the fact that the
drink had some kind of “pep” in it because it was a carbonated drink.


Endorsements

The strength of any brand is tied directly to its endorsements which are done by
using the brand ambassadors to hit the “bull’s eye” or the target customers.

Like various other companies especially Coca-Cola, Pepsi’s business arch rivals,
Pepsi also uses various “big screen” celebrities and sports stars to advertise its
various “thirst quenching”, different flavored, soft drinks.

Slogans

1996: “Pepsi: There’s nothing official about it” (During the Wills
Cricket World Cup).

1997: “GeneratioNext”.

1998: “Yeh Dil Maange More”.

2000: “Aazadi dil ki”.



2008:

Our Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not
only the right thing to do, but the right thing to do for our business.

Our Mission

Our mission is to be the world's premier consumer products company focused on
convenient foods and beverages. We seek to produce financial rewards to
investors as we provide opportunities for growth and enrichment to our
employees, our business partners and the communities in which we operate. And


in everything we do, we strive for honesty, fairness and integrity. “Continuously
excel to achieve and maintain leadership position in the chosen businesses; and
delight all stakeholders by making economic value additions in all corporate
functions.”

Our Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate – environment, social, economic – creating a better tomorrow than today."

Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company. “Being the best in
everything we touch and handle.”

Performance with Purpose
At PepsiCo, we're committed to achieving business and financial success while
leaving a positive imprint on society – delivering what we call Performance with
Purpose.

Our approach to superior financial performance is straightforward – drive
shareholder value. By addressing social and environmental issues, we also deliver
on our purpose agenda, which consists of human, environmental, and talent
sustainability.

PepsiCo Values & Philosophy

Our Values & Philosophy are a reflection of the socially and environmentally
responsible company we aspire to be. They are the foundation for every business
decision we make.



Commitment
We are committed to delivering sustained growth through empowered people acting
responsibly and building trust.

What It Means
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results, and helps us understand
whether today's actions will contribute to our future. It is about the growth of people and
company performance. It prioritizes both making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that we feel will
get the job done, while adhering to processes that ensure proper governance and being
mindful of company needs beyond our own.

Responsibility and Trust form the foundation for healthy growth. We hold ourselves both
personally and corporately accountable for everything we do. We must earn the
confidence others place in us as individuals and as a company. By acting as good



stewards of the resources entrusted to us, we strengthen that trust by walking the talk and
following through on our commitment to succeeding together.

Guiding Principles
We uphold our commitment with six guiding principles.

We must always strive to:

1. collaboration. While our company is built on individual excellence, we also
recognize the importance and value of teamwork in turning our goals into
accomplishments.
2. Care for our customers, our consumers and the world we live in.
We are driven by the intense, competitive spirit of the marketplace, but we direct
this spirit toward solutions that benefit both our company and our constituents. Our
success depends on a thorough understanding of our customers, consumers and
communities. To foster this spirit of generosity, we go the extra mile to show we
care.
3. Sell only products we can be proud of.
The true test of our standards is our own ability to consume and personally endorse
the products we sell. Without reservation. Our confidence helps ensure the quality
of our products, from the moment we purchase ingredients to the moment it
reaches the consumer's hand.
4. Speak with truth and candor.
We tell the whole story, not just what's convenient to our individual goals. In
addition to being clear, honest and accurate, we are responsible for ensuring our
communications are understood.
5. Balance short term and long term.
In every decision, we weigh both short-term and long-term risks and benefits.
Maintaining this balance helps sustain our growth and ensures our ideas and
solutions are relevant both now and in the future.
6. Win with diversity and inclusion.
We embrace people with diverse backgrounds, traits and ways of thinking. Our



diversity brings new perspectives into the workplace and encourages innovation, as
well as the ability to identify new market opportunities.
7. Respect others and succeed together.
Our mutual success depends on mutual respect, inside and outside the company. It
requires people who are capable of working together as part of a team or informal

Our Progress

• Accelerated the growth of our portfolio of healthful products
• PepsiCo named to the Dow Jones Index for the third straight year
• Expanded our portfolio of healthful products through innovation
• Launched the food industry’s first Carbon Reduction Label with the Carbon Trust on
Walkers Crisps
• Improved water intensity ratio across all of our operations
• Committed more than $16 million to organizations working to bring safe water to
developing countries
• Incorporated consideration of environmental sustainability issues and opportunities
as part of every capital expenditure evaluation for projects greater
• Signed CEO Water Mandate
• Conserved nearly 5 billion liters of water and nearly 500 million kilowatt hours of
energy worldwide in 2007 as compared to 2006
• Set corporation-wide goals to reduce water consumption by 20% per unit of
production by the year 2015
• Authored with industry the "Global Commitment to Action on the Global Strategy
on Diet, Physical Activity and Health", a commitment addressed to the World
Health Organization
• Launched our global sustainable packaging policy
• Improved significantly our water, fuels, and electricity efficiency



• Reduced PET bottles, paperboard, and corrugated materials by more than 20 million
pounds
• Introduced our Supplier Code of Conduct
• Joined Supplier Ethical Data Exchange (SedEx)
• Increased spending on women and minority owned businesses
• Translated our Human Rights Workplace Policy into 20 languages
• Instituted global guidelines for beverages limiting advertising and marketing to
children under 12
Incorporated consideration of environmental sustainability issues and opportunities
as part of every capital expenditure evaluation for projects greater than $5 million
• Saved nearly 1.5 billion gallons of water worldwide in 2007 compared to 2006
• Continued reuse of water from processing, working with local communities to
provide access to clean water, and supporting farmers to deliver "more crop per
drop"
• Offset the total purchased electricity used by all PepsiCo US-based facilities by
purchasing renewable energy credits
• Honored by the U.S. Environmental Protection Agency (EPA) with 2007 and 2008
Energy Star Partner of the Year awards for energy conservation

The Group’s 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.



The Group’s People

 At RKJ they are creating an environment where their 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
with an environment of open communication and involvement.

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 PepsiCo’s centennial year
celebrations at Hawaii, USA.

Indian Beverages industry’s size is Rs. 8000 Crores and it is dominated by two
players viz Pepsi & Coke only.

The RKJ group is India's leading supplier of retailer brand carbonated and Non-
Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal.
Its experience in the beverage industry dates back to the sixties when it had the
first franchise at Agra.



PEPSI CO.

Type : Public (NYSE: PEP)

Founded : New York, (1965)

Headquarters : Purchase, New York

Area served : Worldwide

Key people : Indra K. Nooyi (Chairwoman),

(President) & (CEO)

Industry : Food, Non-alcoholic beverage

Products : Pepsi, Mountain Dew, Sierra Mist,
Starbucks Frappuccino, Lipton Iced Tea, Izze,
Tropicana Products, Naked Juice, Gatorade, Propel
Fitness Water, Quaker Oats, Lay's, Doritos, Tostitos,
Fritos.



PepsiCo launches packaged nimbu paani, Nimbooz

At the onset of the summer, PepsiCo India has launched packaged nimbu paani,
Nimbooz by 7UP. The product has been created to suit Indian tastes.

PepsiCo claims that Nimbooz contains no artificial flavours and contains real lemon
juice.

Speaking about Nimbooz, Punita Lal, executive director, marketing, PepsiCo India said,
“PepsiCo is 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.”

Alpana Titus, executive VP- Flavours, PepsiCo India said, “Nimbooz will be 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 perfectly captures
the mass appeal of this product and will certainly drive consumer connect.”

PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz.
The 360 degree marketing communication plan will build awareness through multi-city
launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio,
press and outdoors. The on-ground initiatives will be supported by a TV commercial that
reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. The film has been created by
BBDO India.

Nimbooz..yehi hai right choice

Amazing taste..its like rebirth of nimboo pani with a new refreshing and energetic
taste..definitely this product will give great and tough competition to the other drinks of
its segment. People really love its taste and always keen to purchase nimbooz only also
pushing friends n family member to try its as i beleive once they will try then rest
nimbooz will handle..in short YEHI HAI RIGHT COHICE



Reference to the new product "nimbooz"

this product will be a great success...
consumers.
nimbooz is a brand in itself..

PepsiCo launches Nimbooz, India?s favourite nimbu paani

Developed specially to suit Indian tastes Nimbooz is real lemon juice, with no fizz
and no artificial flavours It is convenient, hygienic and for all Indians Nimbooz offers
great value at Rs 10 & Rs 15 available in returnable glass bottles, Tetra and convenient
and attractive PET bottles

26 Feb 2009 , New Delhi : PepsiCo India, the country’s leading food & beverage company,
launched its packaged nimbu paani, Nimbooz by 7Up today. Inspired by fresh, home-made
nimbu paani, India’s 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 your
favourite nimbu paani in a hygienic format.


Nimbooz will offer great value to consumers in three packaging formats of 200ml
returnable glass bottles (RGB), 350ml PET and 200ml Tetra attractively priced at Rs 10,
Rs 15 and Rs 10 respectively.

According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, “PepsiCo is
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.”

Ms Alpana Titus, Executive VP-Flavours, PepsiCo India, also present on the occasion said,
“Nimbooz will be 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
perfectly captures the mass appeal of this product and will certainly drive

the country’s leading food & beverage company, launched its packaged nimbu paani,
Nimbooz by 7Up today. Inspired by fresh, home-made nimbu paani, India’s 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 your
favourite nimbu paani in a hygienic format.

Nimbooz will offer great value to consumers in three packaging formats of 200ml
returnable glass bottles (RGB), 350ml PET and 200ml Tetra attractively priced at Rs 10,
Rs 15 and Rs 10 respectively.

According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, “PepsiCo is
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.”



Ms Alpana Titus, Executive VP-Flavours, PepsiCo India, also present on the occasion
said, “Nimbooz will be 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 perfectly captures the mass appeal of this product and will certainly drive
consumer connect.”

The 360 degree marketing communication plan will revolve around building awareness
through multi-city launches and road shows, comprehensive 3D activation, leveraging
Out-of-Home (OOH) media, radio, press and outdoors. Complimenting the on-ground
initiatives is the TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’
proposition. Aggressive trial generation & sampling initiatives will also be taken forward
across major cities of the country. A special ‘Nimbooz Highway Gadi’ has been created
that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to
drive trails and consumer education

Nimbooz will be available in three packaging formats of 200ml returnable glass bottles
(RGB), 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively.

“Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-
loved taste backed by PepsiCo quality,” said Punita Lal, executive director (marketing),
PepsiCo India.

through multi-city launches and road shows, comprehensive 3D activation, leveraging
Out-of-Home (OOH) media, radio, press and outdoors. Complimenting the on-ground
initiatives is the TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’
proposition.



The company will also undertake aggressive trial generation and sampling initiatives will
also be taken forward across major cities of the country. A special ‘Nimbooz Highway
Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur,
Dehradun, Agra to drive trails and consumer education.

“The proposition of the Indian refresher perfectly captures the mass appeal of this
product and will certainly drive consumer connect,” said Alpana Titus, executive VP
(flavours), PepsiCo India said.

Summer is here and so are the soft drink launches and their campaigns. PepsiCo India has
recently launched its packaged ‘nimbu paani’ or lemon water, ‘Nimbooz by 7Up’.
Inspired by fresh, homemade nimbu paani, PepsiCo claims that Nimbooz contains real
lemon juice with no fizz and no artificial flavours.

Nimbooz comes in three packaging formats of 200 ml returnable glass bottles (RGBs),
350 ml PET bottles and 200 ml tetra packs, priced at Rs 10, Rs 15 and Rs 10 respectively.

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 executed at Ambi Mall, Gurgaon; Great India Place,
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 mounted on a canter at Mahim Causeway. The message on the sack
read, “4 Din Mein Asli”. Day 2 saw an untied sack with lemons scattered around it and a
similar message, with the number of the day changed. The sack got shorter for the next
two days and on the fifth day, a returnable glass bottle (RGB) of Nimbooz appeared on
the canter.



Portland Outdoor, which is part of Kinetic
Worldwide, worked along with Symbiosis
Advertising to execute the innovation at Mahim
Causeway. Mangesh Borse, chief executive
officer, Symbiosis Advertising, says, “Mahim
Causeway is the perfect location to create buzz
about Nimbooz. Though the sack innovation has
been placed on a canter, the lighting has been
done to ensure that only the sack is clearly
visible during the night. Innovations like these
will give reason to clients to advertise in the time
of economic slowdown."

Another innovation was creating a motorized 2D
squeezer on a hoarding to demonstrate how
nimbu paani is made. A lemon replica was
placed between two panels of the wooden
squeezer. The upper portion of the squeezer
comes down, crushing the lemon placed on the
lower panel and drops of lemon juice fall from
the squeezer into a Nimbooz bottle placed on the
lower portion of the hoarding. This innovation
can be seen at Defence Colony and Vikas Puri in Delhi, Bhandari Bridge in Amritsar,
Hazratganj in Lucknow and Bhagwan Talkies in Agra.

Besides, Pepsi has used three JC Decaux shelters at Janpath, SP Marg and Patel Chowk
in Delhi innovatively, by placing a four-feet high Nimbooz bottle inside the MUPI unit
with lemon replicas.

Hoardings with huge cut-outs of the Nimbooz bottle can also be seen at various locations
in Mohali, Dehradun and Meerut.



With this campaign, PepsiCo decided to focus on North and West India, because of the
high consumption of nimbu paani in these regions during summers. The outdoor
campaign that is spread across this month has been ideated and executed by creative
agency, BBDO Delhi and specialist outdoor agency, Portland Outdoor.

Alpana Titus, executive vice-president - flavours, PepsiCo India tells afaqs!, “Our
product will appeal to consumers across all age groups. In spite of the presence of a
mushrooming carbonated soft drink industry, homemade nimbu paani is still preferred by
many across the country. We are not pitching our product against the homemade nimbu
pani, but offering a drink that is as healthy and hygienic. The proposition of the Indian
refresher perfectly captures the mass appeal of this product and will certainly drive
consumer connect. We have used outdoor as an eye-catching reminder to drive buzz
around our campaign.”

Manoj Deb, executive creative director, BBDO
says, “In times of tough competition, branding
needs to stand out and this is where outdoor
media helps, by making the communication as
big as possible. Lemon is central to the idea of
Indian refreshment and the same thought goes in
the making of Nimbooz. We decided to keep the
brand proposition simple, yet appealing, by
dwelling on the authenticity of Ekdum Asli
Indian Nimbu Paani.”

Madhuri Sapru, managing partner, South Asia, Kinetic feels that the beginning of the
summer season is the correct time for soft drink advertisers to connect with their TG.
"The idea of drinking a cool refreshing Nimbu paani will be welcome to one and all in
summers. Ambient media works well in this case, because it empowers the TG by giving
their mind and eye the option to pick what is powerful", she adds.



through multi-city launches and road shows, comprehensive 3D activation and leveraging
radio and press.

Complementing the on-ground initiatives is the TV commercial, which reflects
Nimbooz’s ‘Ekdum Asli Indian’ proposition. Aggressive trial generation and sampling
initiatives will also be undertaken in major cities. A special ‘Nimbooz Highway Gaadi’
has been created, which will visit the four major highways connecting Delhi to Jaipur,
Dehradun and Agra, to drive trials and consumer education.

The size of the largely unorganized nimbu paani market is 1 billion cases, which is
double the size of the carbonated soft drink industry in India.

About Nimbooz TVC

The film is a combination of some traditional Indian symbols and state-of-the-art
photography techniques that bring alive the refreshing and appetizing taste of real Nimbu
Paani. A traditional wooden lemon squeezer has been used to dramatise the authenticity
of Nimobooz.

The film begins with loads of beautiful ripe lemons falling from the back of a traditional
Indian truck; one of the lemons falls on a wooden board and splits. One half of the lemon
jumps and sits in the lap of a shining wooden squeezer that was welcoming the lemon
with its open arms. The squeezer gently squeezes the lemon, a luscious shower of lemon
juice falls and drops straight into the mouth of a bottle. That’s when we see Nimbooz by
7Up pack in its full glory and a huge rush of liquid gushes past the bottle carrying some
lemons with it. We see the protagonist taking a long satiating gulp of Nimbooz .



The film has been directed by Pradeep Sarkar of Apocalypso filmworks and the creative
mind behind the film is Sandipan Bhattacharyya from BBDO India.

ANALYSIS:

The survey was carried out in Noida. The analysis has shown that most of the customer
expectations are fulfilled by Nimbooz launched by Pepsi.Beacause of Pepsi’s good
product and good quality service provided by their dealership most of the customer want
to purchase Nimbooz launched by Pepsi.

I used random sampling as a mode of my research and I found that the market demand
of Nimbooz is well and good. According to my research I found that 82% of the
customers like the taste of Nimbooz. The research also exibit that most of them want to
consume Nimbooz instead of any other drink. Although Nimbooz is doing good in the
urban market but its demand in rural market is not that good .Therefore, in order to
enhance the demand of Nimbooz in rural market we have to concentrate more on
promotion. The market share of Nimbooz is 60% to 65 % launched by Pepsi in Noida.

On the whole this product is a great success. In order corborate my statement , I have
present the following Pie chart.



CONCLUSION

Nimbooz will appeal to consumers across all age groups. In spite of the presence of a
mushrooming carbonated soft drink industry, homemade nimbu paani is still
preferred by many across the Country and Noida. Nimbooz is not pitching against
the homemade nimbu pani, but offering a drink that is as healthy and hygienic. The
proposition of the Indian refresher perfectly captures the mass appeal of this
product and will certainly drive consumer connect. Nimbooz will be relevant and
affordable offering for consumers of Noida and India on the go because of its ready-to-
drink format that is both convenient and hygienic.

PepsiCo 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. Peoples of Noida demanding Nimbooz because Nimbooz is a delicious nimbu
paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy,
convenient packs.

On the whole, this product will be a great success.................................
consumers.
nimbooz is a brand in itself………………….

Nimbooz ,amazing taste..its like rebirth of nimboo pani with a new refreshing and
energetic taste..definitely this product will give great and tough competition to the other
drinks of its segment.



Nimbooz….yehi hai right choice

BIBLIOGRAPHY :

 BOOKS :

“MARKETING MANAGMENT” BY PHILIP KOTLER

13TH- EDITION.

“MARKETING MANAGEMENT” BY KEVIN LANE KELLER

13TH- EDITION

“MARKETING MANAGEMENT” STUDY MATERIAL OF EIILM

UNIVERSITY

 WEBSITE :

WWW.PEPSICO.COM

http://www.sirpepsi.com/pepsi11.htm

WWW.INDIATIMES.COM

WWW.ENCYCLOPEDIA.COM



http://gono.com/museum2003/museum%20collect
%20info/briefhistoryofpepsicola.htm

 JOURNAL : INDIA TODAY

NAME:
ADDRESS:
CONTACT NO.:
SUBMITTEDBY:RAJESH RANA
SOURCE: MARKET SURVEY ON NIMBOOZ, NOIDA

• How do like the taste of Nimbooz launched by 7up?
Excellent [ ] Good [ ] Fair [ ]

• What would you do, if u didn’t find nimbooz in the shop?
Change to other company drink [ ] Drink other pepsi brand[ ]
Go to other shop for nimbooz pani [ ]

• What is the market demand of Nimbooz as compared to other
products?
Excellent [ ] Good [ ] Average [ ]

• How do you rated Nimbooz pani as compared to other coal drinks?
Excellent [ ] Good [ ] Average [ ]



• Which of these product do u preferred the most and why?
7up Nimbooz pani [ ] Coke limca [ ]
Marinda lemon [ ] Other [ ]

• Do u preferred Nimbooz pani with soda?
Yes [ ] No [ ]

• Which coal drink would you preferred the most?
Pepsi [ ] Nimbooz pani [ ] Marinda L/O [ ]
Limca [ ] 7up [ ] M Dew [ ]

• Advice :


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