about the new launch of pepsi E in the market.

1. Marketing Presentation.

2. “PEPSI-E”
The Energy Booster

3. PRESENTATORS
Salman
Dhukka
Santoshi
Gudikandla
Sagar
Singh
Darshana
Variya

4. INTRODUCTION TO FMCG SECTOR
• Fast-moving consumer goods (FMCG) or
consumer packaged goods (CPG) are products
that are sold quickly and at relatively low cost.
• FMCG goods are popularly known as
consumer packaged goods. Items in this
category include all consumables (other than
groceries/pulses) people buy at regular
intervals.

5. 0
10
20
30
40
50
60
70
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Carbonated Soft Drinks
Mineral Water

6. Top Companies
• The top ten India FMCG brands are:
– Hindustan Unilever
– PepsiCo
– ITC (Indian Tobacco Company)
– Nestlé India
– GCMMF (AMUL)
– Dabur India
– Asian Paints (India)
– Cadbury India
– Britannia Industries
– Procter & Gamble

7. Introduction to PepsiCo:
PepsiCo serves 200 countries and is a world leader
in providing food and beverage products

8. • PepsiCo stands out as a company because of
its sustainable advantage.
• Public Relations people have great
opportunities to improve the company's
reputation because of the size and financial
stability of the company.
• PepsiCo's overall mission is to increase the
value of their shareholder's Investment.

9. Positioning of PepsiCo from 1939- till
date
1939- 1969
Twice As Much For A Nickel Too
The Light Refreshment
Be Sociable
Now It’s Pepsi For Those Who Think Young
Come Alive! You’re In The Pepsi Generation
Taste That Beats The Others Cold

10. 1970-1983
 You’ve Got A Lot To Live, Pepsi’s Got A Lot
To Give
Join The Pepsi People Feelin’ Free
Lipsmackin thirst quenchin (ace tastin
motivating good buzzin cool talkin high walkin
fast livin ever givin cool fizzin) Pepsi
Have A Pepsi Day
Pepsi’s Got Your Taste For Life!
Pepsi Now!

11. 1984-1993
Pepsi, The Choice Of A New Generation
Are you ready to take the challenge?
Taste the difference
Generation Next
Join the Pepsi generation: feel the taste
A Generation Ahead
Gotta Have It
Be Young, Have Fun, Drink Pepsi

12. 1994-2003
 Nothing Else is a Pepsi
Generation Next
Same Great Taste
The Joy of Cola
The Joy of Pepsi
Pepsi. It’s the Cola
“Aazadi dil ki” (Hindi- meaning “Freedom of
the Heart”)(India)

13. 2003-Present
“It’s the Cola”/”Dare for More”
Yeh Pyas Hai Badi
An ice cold Pepsi. It’s better than sex!
Why You Doggin’ Me/Taste the one that’s
forever young
Yeh hai Yeri Jaan!
Рepsi is #1
Pepsify karo gai
Oh Yes Abhi!

15. PepsiCo SWOT Analysis
STRENGHTS WEAKNESSES
1. Product diversity 1. Over dependence on Walmart
1. Extensive Distribution channel 2. Low Pricing
1. Corporate Social Responsibility [CSR] 3. Questionable practices [using tap water but
labeling as mountain spring water]
1. Competency in Mergers and Acquisitions 4. Too low net profit margin
1. 22 brands earning more than $1 billion a
year
1. Complementary product sales

16. OPPORTUNITIES THREATS
Growing beverages and
snack consumption in the
emerging markets [BRICS]
1. Changes in consumer tastes
Increasing demand for
healthy food and
beverages
2. Water scarcity
Further expansion through
Acquisitions
3. Decreasing Gross Profit
margin
Bottled water
consumption growth.
4. Increasing Competition from
Synder’s

17. Introduction Of Project
• Launching Of a New Product
• “Pepsi-E”- The Energy Booster
We are Going to Launch a New Product in the market,
and have devised a research plan followed by findings
of Primary Data and Secondary Data.
• Research Methodology
Primary Data:- Research Questionnaire
Secondary Data:- Marketing Books

18. Introduction Of Product
• Pepsi-E is a non alcoholic carbonated drink
launched and developed using a unique
combination of 100% Natural flavours, vitamin
B and other vital nutrients which helps
revitalizing and energizing body and mind.
• It offers variants like
Lemonade, Agave, Raspberry & Cherry.

19. Product Mix Management

21. LEVELS OF PRODUCT
Potential
Augmented
Expected
Basic
Core

22. SEGMENTATION
• Geographic:
Urban and Rural areas.
• Demographic:
Gender: Both Male and Female.
Age: 18-40.
Education: Literate, Illiterate.
Income: As our product prices are at a reasonable rate,
hence all income groups have a purchasing power to buy
the product.
Occupation: Athles, Professionals, Sports Personnel.
Social Economic Class (SEC): Upper Class People, Middle
Class People and Lower Class People.

23. • Psychographic:
Personality: Athletes, Party poopers
Lifestyle: Sophisticated, Sober and Gymnastic Personnel.
Values: 100% Veg.
• Behavioral:
Benefits: Boost’s up your energy level, Helps indigestion.
Occasion: Works best at all time of the day.
Loyalty status: Split loyal.
User status: The product has the possibility to
switch/convert people from other energy drinks brands as
it offers large variety of variants/flavours.

24. TARGETING
• Sports Person
• Athletes
• Gymnasts
• Party Pooper’s
• Alcoholics

25. DIFFERENTIATION
• Pepsi-E will be launching its “Lemonade”
variant in its initial stage and will be
diversifying its variants after a growth stage
i.e. Raspberry, Agave, Cherry, Orange.

26. POSITIONING
• USP [Unique Selling Preposition]:
 Hard Working, Easy Drinking 
• TAGLINE:
The Energy Booster
• POINT OF Differentiation:
Contains Natural Flavours. No use of synthetic flavours.
• POINT OF PARITY:
Contains less caffeine. Hence it proves healthy and it is
harmless in nature.

27. PERCEPTUAL MAPPING
Limited
Variety
Mass Appeal
Unlimited
Variety
Niche Appeal

28. SWOT OF PEPSI-E:
I
N
T
E
R
N
A
L
STENGTHS
Strong brand identity
Strong Financial position
No.2 in market share
Package Design
WEAKNESSES
Higher dosages can lead to:
Increased blood pressure
Increased urination
Insomnia
Headache and severe fatigue from
withdrawal
E
X
T
E
R
N
A
L
OPPORTUNITIES
Get the top of market
Emerging market and expanding
market
THREATS
Competitors (TZINGA, Red Bull,
Monster, Burn, Urzaa and Enerzal)
Created new consumer and keep loyal
customers

29. Product Profile
Product Name
“Pepsi E”- The Energy Booster
Product Classification
• Consumer market
• Non-durable
• Shopping goods
Product Characteristics
• Category : Beverage
• Packaging : Glass & Aluminum Tin
• Price : Rs 79
Distribution
• Super markets,
• Gyms,
• Coffee Houses: Subway, Barista, Costa Coffee, Café Coffee Day
• In n Out Convenience Stores.
• Pizza Outlets.

30. Ansoff Growth Matrix
Market
Penetration
Product
Development
Market
Development
Diversification
Existing Market New Product
Existing
Market
New
Product

31. Product Life Cycle [PLC]

32. New Product Development
• Before actual offering of the product to
customers, product passes through product
development, involves prototype and market
tests.

33. Introduction
• Characteristics
Low sales/ Low Volume/ Heavy Promotions
• Marketing Strategies
Product
Focus on single product, “Lemonade”

34. Price & Promotion
Rapid Penetration[ Low Price/ High
Promotion]
Distribution
Intensive Distribution

35. Growth
• Characteristics
Increase in Sales & Profits/ Entry of Competitors
• Marketing Strategies
Product
Focus on brand preference/ Variants are
introduced

36. Price & Promotion
Rapid Skimming [High Price, High
Promotion]
Distribution
Increase in distribution coverage

37. Maturity
• Characteristics
Sales continues on declining rate/ Focus on
Reminder advertisements
• Marketing Strategies
Product
Modification of the Product

38. Price & Promotion
Slow Skimming[High Price, Low Promotion]
Distribution
Focus on Profitable segments

39. Decline
• Characteristics
Decline in Sales/ Decline in Volumes
• Marketing Strategies
Product
Withdrawal of the weaker variants.

40. Price & Promotion
Push & Pull Strategy
Distribution
Selective distribution channels

41. Integrated Marketing
Communications Management

42. RESEARCH METHODOLOGY
We have conducted a Research in
the city of Mumbai and the
Findings are as follows

43. Q.1 Have you ever consumed any
Energy Drink?
Gender
Male Female
As seen in the pie chart, there’s not only a
majority chunk of Indian men who prefer
consuming an Energy Drink but also a good
chunk of women consumes it.

44. Q.2 if Yes, then which Brand is it?
Brands
Red Bull
Cloud 9
Urzza
Zynga/ Burn
Monster/ Rock star
As seen above, Red bull has a good market share
followed by Zynga & Cloud 9.
Hence it would be a challenging job for PepsiCo
to grab the market share of these Brands and
make a place for itself in the market.

45. Q.3 How frequently do you consume?
Consumption
Daily
Once a week
Twice a Week
Once a Month
Once in 6 mths
Once a year
As seen in the illustration there’s a good
stock turnover ratio expected by the
company in the period, between 15 days to
30 days.

46. Q.4 What are the reasons for you to
consume the Energy Drink?
Reasons for Consumption
Boost Energy
Improves Performance
Make evoke during Journey
Make you Active
According to the research conducted, majority of the
individuals consume Energy Drinks to make their self
active during stressful times and also to keep them
evoke at the time of journey.
Thus, it’s a good aspect which is covered by Pepsi- E.

47. Q.5 Are you satisfied with the brand
your currently using?
Satisfaction Level
Yes
No
As seen above the satisfaction level of the consumers of
other brands is quite good, it’s a challenge for the
company to make place in the market as consumer/
customers who might be Hard core Loyal to the brands

48. Q.6 Are you aware that frequent consumption of
Energy Drink has an adverse effect on your
Health?
Awareness of Adverse Effects
Yes
No
According to the research, many people in the market are aware
that the consumption of energy drink will have an adverse effect
on their Health.
Thus, Pepsi-E has a advantage in this because it contains Natural
Flavours and less Caffeine hence proving good for Health.

49. Q.7 Would you like to replace your
current brand with a better one?
Possibilty of converting consumers
Yes
No
As seen above in the pie chart, majority of the
respondents do not want to change their brand
preferences.
Pepsi-E will face minor obstacles in the phase of
converting the other users to potential user of
itself.

50. Q.8 What comes to your mind when
you hear the word Pepsi?
Column1
0
20
Logo
Oh Yes Abhi.!
Soft Drinks
Column1
Column1
According to the research conducted a
huge chunk of respondents have created
a mindset for Pepsi as a Soft Drink

51. Q.9 Have you tried/ consumed any
brand of PepsiCo?If yes which one?
0
5
10
15
20
25
30
35
Pepsi Soft drink Tropicana Lay's Kurkure Mountain Dew Mirinda 7up
Majority of the respondents have consumed
Concentrated Soft Drink of PepsiCo, hence
Pepsi-E will have a good Parental positioning to
grab the market share.

52. Q.10 What would be your opinion if PepsiCo comes up
with an energy drink called “Pepsi-E”- The Energy
Booster?
0
2
4
6
8
10
12
14
16
18
Very Interesting Interesting Neutral Not Interested Not at all
Interested
Potential Users in Future
Potential Users in Future
According to the respondent Surveyed, majority of
people found it interesting if PepsiCo comes up with
an Energy Drink

53. Q.11 What are the aspects that will
encourage you to buy our Product?
0
5
10
15
20
25
30
Taste Price Packaging Easy Availability
Encouraging Aspects
Encouraging Aspects
As People in India prefers products which are more
tasty and is light to the pocket, Pepsi-E is their
Saviour, it contains Natural Flavours and Low
Caffeine which is good in Taste and its price is set
to be the Average Price

54. Q.12 Where do you generally buy your
product from?
0
5
10
15
20
25
General Store Malls Nearest Shop Nothing Specific
Distribution Plan
Distribution Plan
PepsiCo has to make increased efforts to
spread out its distribution plan and to make
Pepsi-E available at every Mom and Pop
stores in its segmented Geographic Area.

55. Q.13 In a typical day, how much time do
you spend during each of the following.
0
5
10
15
20
25
30
35
40
Watching TV Listening Radio Reading Magazine Reading Newspaper Browsing Net Social Networking
Sit
None
Less than 1 hr
1-2 Hr
More than 4 hrs
This shows its Sales Promotion tools which PepsiCo will adopt to
Excessive Advertisements will be done on Social Networking
Sites, Radios, Print Media i.e Newspapers and Hyperlinks will be
flashed on various websites.

56. Q.14 Other than the product itself, which of the
following would most influence you when deciding to
buy a product?
Influencing Factors expected by consumers
Taste
Price
Quantity
Quality
Discount Offer
Sales/ service Representation
Product demo
Trade Show/ Event
Brand Ambassador
Among Indian consumers as stated earlier, taste is the first
preference given when buying of a product takes place followed by
price, Quantity and Quality of the product.
Stylish Personalities of Celebrity also influence Sales.
While Discount offer and product demo is not that much

57. Q.15 Overall how interested are you in
buying this product if it gets available
easily?
0
5
10
15
20
25
Very Interesting Interesting Neutal Not Interested Not at all
Interested
Overall Interest
Overall Interest
If the Pepsi-E is Available in every nook and
corner of the city, individuals will show a
good interest in buying it

58. Q.16 Which celebrity personnel do you
prefer endorsing this product?
Celebrity Preference for endorsing
Virat Kohli
Varun Dhawan
Alia Bhatt
Ranveer Singh
Honey Singh
According to the respondents choice done in the
survey, Alia Bhatt and Varun Dhawan are the celebrity
personnel most preferred for endorsing Pepsi-E.

59. Conclusion
• The Energy Drink industry has not expanded to the other
age groups than the Youth.
• The Energy Drink has been preferred more by men and
between the age group of 18-30
• The 30 and above age group who have higher income
capacity has not been targeted well
• The market of Energy Drink still has preference among the
users due to the taste and energy provided more than the
price category
• Entry of new errant have become as high as market size is
low.
• The promotional activities as Energy Drink is low among the
available market size which lacks in brand awareness of the
Product.

60. Bibliography
• http://www.rediff.com/money/2006/may/24drink.htm
• http://www.thestudentroom.co.uk/showthread.php?t=
986602
• http://www.trcb.com/business/marketing/redbull-
marketing-strategy-7375.htm
• http://www.drawert.com/red_bull_2.php
• http://energydrinks.factexpert.com/882-energy-drink-
industry.php
• Marketing Research – Dr P. Narayana Reddy & Dr. G. V
K Acharyulu