A study to understand market acceptability of Pepsi Atom Essay

EXECUTIVE SUMMARYThe foresee gives an oerview of the Indian swell- sullen throw commercialize various satisfyers, new entrants etc. The highlight of the see to it is to empathise the launch of PepsiCos new insobriety Pepsi constituent and its mart acceptableness.PepsiCos insobriety didnt appeal to masses. In spite of the innovative ideas, 360 course commercialiseplaceplaceing and a grand harvest-tide launch the w ar didnt do well.PepsiCo being a capacious corporation launching such a harvest-time screw be questionable. One of the motives could excessively be that the huge campaign could table service trade name rec solely. Pepsi soupcon was tar wee with choosers who command stronger whoop it up. It was to attack the market sh atomic number 18 of coca conceptiont-genus Colas Thums Up however it fai expunge. realisationI wish to express my gratitude to both those who have helped to hand this project a success. I would want to convey my project gui de, Prof. Rajesh Vyas without his guidance and tide over this project would not have been possible.Also I would standardised to convey our shipor Dr. Kalim Khan who has provided us with the necessary infrastructure and guidance in the course of the project. Also I would corresponding to take this opportunity to thank all in all the teaching as well as non-teaching staff for their uninterrupted help and support.INDEXSr. No.ParticularsPage No.1Introduction1.1Indus listen Overview Food & drinking61.1 A)Indian meek Drinks Market Detailed Report71.2Company Overview PepsiCo Inc.121.3Pepsi tinge The rally locoweed from Pepsi202Research Methodology222.1Research Design252.2Tools for info Collection253Data Interpretation & Analysis264Findings405Recommendations436Annexure6.1Questionnaire366.2BibliographyIntroduction1. An Overview of Indian Food and Beverage SectorThe Indian food and drinkable sector is huge and highly competitive in reputation. The exertion comprises of seve ral sub-sectors such as fruits & vegetables, warmness & poultry, dairy, marine mathematical overlaps, grains and put one crosswiser foods. Snack is genius of the major(ip) segments of the packaged food division, which comes at a lower place the broad category consumer foods. Though the snacks market in India is dominated by the unorganized sector, the organized sector has shown remarkable growth in footh anile of market sh ar in the last some years.The narration provides a snapshot of the Indian snack pains which has witnessed several changes since 1995. In the sign years, the market was dominated by two players traditional snacks player Haldiram and Uncle Chips manufacturing business Amrit Agro. Later on, with the entry of worldwide boozing and snacks player PepsiCo, the market kinetics changed comp allowely. Now, the market is dominated by PepsiCo with its wide clutches of product portfolio. The former(a) major players acknowledge Parle Agro, ITC, Parle Products, B alaji Wafers and Parle Wafers among an another(prenominal)(prenominal)s. A number of regional players have withal entered the market in the last few years and ar tolerant tough competition to the big players.In 2012 Indias compressible drink market grew rough 23% to 435.54 million rupees ($7.29 zillion) from 353.77 million rupees, while the carbonate drinks business grew 13% to 179.51 million rupees from 158.71 million rupees in 2011, Euromonitor information showed.1.1.A. Indian Soft Drinks Market Detailed Report1970s and beforehand(predicate) 80sthe entry and make it of turnIndia has proved to be perhaps the toughest battle ground for the pinhead giants. Coca- weed was the 1st international loopy drinks tarnish to enter India in early 1970s. Indian market was dominated by domestic steels, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks be views 19%.Up till 1977, Coca- lo w-down was the perishing easily drink brand in India. plainly due to norms set by the Foreign Exchange edict Act (FERA), Coca-Cola left India and did not return till 1993 aft(prenominal) a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to peril its secret trimformula as well as tailor its equity stake which was not acceptable.Pure drinks, Delhi launched Campa-Cola, to take advantage of carbons exit and by the end of 70s, were the only Cola drink in the Indian market. In 1980, Parle, another major Indian player launched Thums Up, the drink which till date is nearly popular compressible-drink in India. Pure Drinks strongly objected to Thums Up being called a soft drink as it felt its savoring is too strong. For over a decade, Parle led the Indian soft-drinks market, with its market share reaching a peak of 70% in1990.Attempt 1 In May 1985, PepsiCo joined hands with the RPG stem to form Agro Product Export Limited. It planned to import Cola concentr ate and sell soft-drinks nether the Pepsi label and in return offered to export succus Concentrate from Punjab. The government rejected the proposal due to its using a foreign name and importing the concentrate.Attempt 2 Pepsi immovable to play the Punjab Card by promising to spend $15 million in Punjab, establish an Agro Research centre (costing Rs 1.55 crores), a potato and grain base touch unit (costing Rs 8 crores) and a fruit and vegetable processing unit (costing Rs 5 crores). Benefits and proposal included better market for rice, pale yellow and fruits in Punjab, creation of 25000 jobs in Punjab and 25000 more in other areas. In 1988, government agreed. PepsiCo entered as Lehar Pepsi and by 1991, it was clear that most of its promises were just on paper.The company did improved the productivity in India, introduced farmers to new technology, established land research centers in Jallowal and Channo (in Punjab) and Nelamangla in Karnataka and invested more capital than pr omised (by the year cc0, native investment was Rs 18 billion), but the picture on many other aspects was gloomy. The planned operations in Punjab were delayed and as a entrust, local farmers had to bear a combined loss of Rs. 2.5 Million. Pepsi paid only 0.75 Rs/Kg of Tomato compared to open market hurt of Rs 2/Kg. Employment was provided to only 783 plurality as compared to 50,000 promised (although company claimed it to be 26,000 due to indicate and mediate operations). It began exporting tea, rice, shrimps,glass bottles, leather products as against fruits and vegetable products. There was an tear dispirited a show-ca custom notice to Pepsi by the ministry of commerce. Luckily for PepsiCo, in 1991, the government of India change state the economy on grounds of severe foreign exchange crisis and Pepsi was freed from all the shipments it had made during entry.Re-entry of Coca-Cola in 1993On the 26th of October 1993, Coca-Cola re-entered the Indian market having acquired close to of the leading Indian soft drink brands from Parle, namely Thums-Up, Maaza, Limca, Goldspot & Citra. These brands joined cokes portfolio of international brands i.e. Coca-Cola, Sprite, Fanta, Schweppes as Coca-Cola India took control of the top soft drink brands in India from the in truth beginning. From 1993 to 2003, company invested US $ 1 billion in India.The beginning of Cola WarFor the Cricket World Cup 1996, Pepsi was not the official sponsor of the tournament, cytosine was. But Pepsi had a whole puddle of trounce players roped in as brand ambassadors from the sub continent and abroad. The ad campaign of Nothing Official About it rocked the country and despite Coke being the official sponsor, it was Pepsi which hogged the publicity.In 1998, with the release of blockbuster pictorial matter Kuch Kuch Hota Hai, Pepsi took out another ace from its sleeve, featuring Shahrukh, Rani and Kajol in its ad. The punch plication was Yeh Dil Maange more than which was an ico nic line and struck a chord amongst the people.Coca-Cola countered by spoofing the ad, using Sprite, to hilarious effect. Pepsi responded with a spoof of its own, starring Azhar and Jadeja hitting on the Coke line of Eat Cricket, Sleep Cricket, Drink Only Coca Cola with the punch line of More More Cricket, More More Pepsi. Coke again hit punt, this cadence with Thumbs Up ad. They portrayed the cricketers as monkeys and ended the ad with Dont be a bunder (monkey) try out the Thunder Situationturned ugly with Pepsi going to court and at long last ended with Coke withdrawing the ad.The Cola wars went on full-fledged till 2003, when a pesticide controversy forced Coke and Pepsi to fight on the same side in so called Indias New Cola Wars.The ControversiesPresence of Pesticides In 2003, the shopping mall for Science and Environment (CSE) findings stirred the beverage industry in India. CSE claimed to find dangerous levels of pesticides in all the 57 hears of 11 soft drinks brands c alm by the organization from 25 different manufacturing units of Coca-Cola and PepsiCo spread over 12 states. The meditate found a cocktail of three-five different pesticides in all the samples on an average 24 times higher than norms laid down by government-run Bureau of Indian Standard (BIS). Rajasthan, Madhya Pradesh, Chhattisgarh, Gujarat and Kerala banned the sale of Colas in schools, colleges and government departments, and other states also took adversarial measures.The mean solar day after the CSEs announcement, Coke and Pepsi came together in a rare show of solidarity at a joint press conference. The companies attacked the credibility of the CSE and their lab results, citing regular testing at independent laboratories proving the safety of their products. They promised to provide this entropy to the public, threatened legal exercise against the CSE while seeking a gag order, and contacted the United States Embassy in India for assistance. They roped in major film stars to explain their purity to public. Despite all these measures, gross revenue dipped by as much as 80% in some regions. The soft drinks industry took over a year to get back on the growth track.Ground Water Crisis Coca-Cola was recently charge of ground irrigate depletion in many areas of the country. Coca-Colas bottling operations which condense hundreds of millions of liters of peeing from the groundwater resource have signifi offertly worsened the water crisis as groundwaterlevels have dropped lemonyly since Coca-Cola started its operations. The company was also accused of indiscriminately discard its toxic waste into the surrounding areas polluting the water as well as the land. The Coke reiterated its commitment to trim down water usage and take steps towards environment sustainability and farmers welfare. However, activists retort that Coca Cola is in the business of water usage and wasting, creating a luxury product largely for the middle chassis. They are un in all likelihood to put water concerns over profits, until they are forced to.The road aheadAmidst various allegations and controversies, the soft drinks industry in India, supported by its booming economy, strengthening middle class and low per capita consumption, is evolution at a cruising pace. The focus has shifted from carbonated drinks to production drinks, with both the companies launching Lemon drinks in 2009-10. In the next few years, the fruit juice category is likely to carry the growth peg forward as consumers become more health conscious. The companies are likely to take more steps to deal with environment sustainability. But the Cola wars are here to stay. We as customers can be assured of sea captain products and hilarious ads in the process. And are we complaining?1.2 About PepsiCo Inc.PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Their main businesses trembler, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola making hundreds of sweet foods and beverages that are fared throughout the world. PepsiCos people are unify by their unique commitment to sustainable growth by investment in a healthier future for people and our planet, which they believe also, direction a more successful future for PepsiCo. They call this commitment mental process with Purpose PepsiCos promise to provide a wide range of foods and beverages from treats to hearty eats to find innovative ways to minimize our squeeze on the environment by conserving aught and water and reducing advancement volume to provide a great workplace for ourassociates and to respect, support and invest in the local communities where we operate.Headquarters Purchase, New York U.S.Area Served Worldwide differentiate People Indira Nooyi (Chairman & CEO)Core net revenue $65.492 billion(Source Balance stable gear of PepsiCo Inc 2012)PepsiCo Indi aPepsiCo entered India in 1989 and in a short period, has grown into one of the largest and fast growing food and beverage businesses in the country. PepsiCo Indias growth has been channelise by PepsiCos global vision of Performance with Purpose. This convey that while businesses maximize shareholder value, they have a responsibility to all the stakeholders, including the communities in which they operate, the consumers they serve and the environment whose resources they use. They are one of the largest food and beverage businesses in India. PepsiCo Indias respective(a) portfolio includes iconic brands like Pepsi, Lays, Kurkure, Tropicana deoxycytidine monophosphate%, Gatorade and quaker. PepsiCo India has not only grown to become one of the countrys largest food and beverage businesses but has also become a healthy and consistent driver of PepsiCos global growth.Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which a re household names trusted across the country. A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCos portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lays baked range and Lehar press out Chusti fortified extruded snack with superior quality iron & B-vitamins.Model partnership with over 24,000 farmers PepsiCo has pioneered and established a model of partnership with farmers and now kit and boodle with over 24,000 happy farmers across nine states. More than 45 part of these aresmall and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy back of their produce at pre-agreed prices, quality seeds, extension work, disease control packages, fix loans, weather insurance, and the latest techno crystalline practices.Global leader in water conservation In 2009, PepsiCo India achieved a significant milestone, by becoming the setoff business to achieve appointed Water Balance in the beverage world, a fact verified by Deloitte Touch Tohmatsu India Pvt. Ltd and has been Water Positive since then. The company made this possible through innovative irrigation practices like direct seeding, water recharging, and by reducing the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for water conservation.Care for the environment PepsiCo is focused on reducing its carbon footprint. roughly 30 percent of its cipher is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly box initiatives and efficient waste management help reduce dispatch on the environment. PepsiCo Indias award-winning Waste to Wealth recycling course of instructi on reaches 465,000 families.Exemplary employment practices PepsiCo India presently employs 6,400 people and provides indirect employment to slightly 2,00,000 people. The company believes in providing employment and growth opportunities to local talent. Its College of Leadership, ensures early identification of talent, and employees focused development through critical experiences. The company emphasizes lovely with Diversity and Inclusion and has a significant number of women in the leading team in India. PepsiCo India has won the prestigious Hellen Keller Award from the National Centre for Promotion of Employment for Disabled People (NCPEDP).Brands of PepsiCo in IndiaPepsiCo India has various brands under its umbrella the food and beverage industry in India. It enjoys second fix in terms of market share, at 34.1% in an aerated drinks industry which is valued at Rs. 14k Cr.FoodsPepsiCos foods division Frito-Lay is the leader in the mark salty snack market. in all its 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 like Aliva increase the number of healthy choices open to consumers. AlivaCheetosKurkureLaysLehar NamkeenQuaker OatsUncle ChippsBeveragesPepsiCo Indias expansive portfolio includes iconic diversion beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and potty Dew, in amplification to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isosmotic haves drink Gatorade and fruit juices such as Tropicana and Tropicana 100%. 7UPAquafinaDukesGatoradeMirindaMountain DewNimboozPepsiSliceTropicanaPEPSIBrand HistoryPepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just round every s ocial occasion. Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent. 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brads drink. The potion was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903. Since its inception, Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the enviable My Can.Brand AdvantagePepsi has become a friend to younker and youth culture. Over generations, youngsters have grown up with Pepsi and have share an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, a day is neer complete without the fizz of Pepsi Pepsi has always fuelled yout h passions like cricket, Bollywood, symphony and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India.Pepsi Changed the Game during the 2011 cricket world cup by challenging convention, celebrating the temporary and by becoming the official sponsor of everything that was unofficial about the sport Change the Game even as a thought has gained colossal popularity and generated tremendous buzz. Taking the same theme forward in 2012, Pepsi changed the zippy yet again bytaking the lead in celebrating the en good-naturedle new platform of football. Having brought the biggest international football stars and pitching them against the officey Indian cricketers in a classic faceoff for Pepsi is something which only a brand like Pepsi can deliver.Quick Brand FactsFlagship brand of PepsiCo.100 year old brand loved by over 200 million people worldwide. A n iconic youth brand in India.The single largest selling soft drink brand in India.1.3 Pepsi blood cell chaff cola from PepsiCreated for the Indian market, in collaboration with Pepsi-Cos global knowledgeability team, it is a result of extensive flavour development and consumer testing in the country. The cola, the latest addition to the fast growing branded beverage market in India, is lendable across the country. It comes in a bold black and blue promotional material including a 250 ml My Can at an introductory price of Rs 15 and a 500 ml PET bottle at Rs 25. 200 ml returnable glass bottles (RGB) are also available in select markets at Rs. 10. Introductory prices, however, may vary slightly in different markets.Bollywood actor Sushant Singh Rajput is its brand ambassador.See beyond senseless stunts and magnify action.Get ready to get real with the Pepsi speck, the Josh cola from Pepsi. Piyo Josh Mein. Jiyo Hosh MeinPepsiCo India vice-president (beverage marketing) Deepika Warrier said Pepsi particle addresses the consumer need for a stronger, fizzier cola with a sharp admiration hit. From robust distribution to large-scale sample distribution high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans, she addedPepsiCo spoofs Thums Up with its member campaignThe Atom commercial reminds us of the old Thums Up ad. The launch campaign of Pepsi Atom brought spoof publicizing back to the cola war turf after years. For at least 10 years, Thums Up has been showing extreme daredeviltry in its advertising, through actors such as Akshay Kumar and now Salman Khan. The Atom ad shows a macho man getting slapped by a charwoman after he mistook her husband for a thief and then the quick guy comes and offers him Atom.Pepsis new molecule to fizz over TOOFANWith an estimated market share of 15%, Thums Up aka TOOFAN is the undefeated champion in the Rs. 14000 cr. Indian soft drinks market. The local brand from the house of Parle Agro was sold to Coca-Cola and then started a journey the buyers never dreamt of.Coca Cola apparently essay to go through the brand once they got hold of it. But, they misread the market and had to channelize the brand in a whole new avatar. The Indian Youth of 80s and early 90s were more flaunting in nature and Thumps Up added the zing to this macho era.But with the launch of Spicy Pepsi, at that place can be a tough completion. PepsiCo the statute form of address sponsors of IPL who have bagged the burbly skillfuls for the event, spent approximately Rs. 160 cr. over a span of 50days. ATOM is launched into the markets as internal completion to Thums Up. High Carbonation is the only difference that makes Thums Up a leader in it segment. With the huge failure of Pepsi Blue, this new non-homogeneous looked a lot promising.Some questions that volition be answered towards the end of the report 1. IPL has started to lose out in terms of viewership, is it safe to put spe cie in this platform? 2. Yougistan was much appreciated, but are they on the right move with their OH YES ABHI act? 3. Spicy gives it a Desi Kala Khatta effect, so is it positioned right? 4. Its hard to play with Consumer Taste Preferences, is the right move taking the approaching summers into consideration?2. Research MethodologyWhat is Research?Research is a logical and domineering search for new and useful information on a particular topic. It is an investigation of nding solutions to scientic and social problems through objective and overbearing analysis. It is a search for experience, that is, a discovery of hidden truths. Here knowledge means information about matters. The information might be cool from dierent sources like experience, human beings, books, journals, nature, etc. A research can lead to new contributions to the existing knowledge. Only through research is it possible to make progress in a eld. Research is done with the help of study, experiment, observation , analysis, equality and reasoning.Research can be conducted by a proper and systematic method. Research methods are the various procedures, schemes, algorithms, etc. used in research. All the methods used by a researcher during a research study are termed as research methods. They are essentially planned, scientic and value-neutral. They include theoretical procedures, experimental studies, numerical schemes, statistical approaches, etc. Research methods help us collect samples, selective information and nd a solution to a problem. Particularly, scientic research methods call for explanations based on tranquil facts, measurements and observations and not on reasoning alone. They accept only those explanations which can be veried by experiments.For any research to be accurate and upto the mark, one necessarily to collect info and information and conduct analysis accordingly. Thus data collection has to be done. Data can be collected in mainly two ways patriarchal data collection inessential data collection1. Primary DataThe primary data is that data which is collected fresh or inaugural hand and for first time which is original in nature. Primary data can be collected through personal interview, questionnaire, experiments, survey etc to support the secondary data. Primary data can also be collected by observation. Primary data collection gives a personal touch to the data. It also requires field visits. Primary data is not well available as one has to go for field visits.2. Secondary DataThe secondary data are those which are already collected and stored. Secondary data can be easily obtained from scripts, journals, annual reports, web-blogs, periodicals, magazines. Easily available after the invent of electronic media.For this project primary data has been collected by questionnaire filling method. Secondary data is also used from company websites, other research websites, books and reference material. Recommendations are given up on the basis of pers onal observations and responses received by ask verbal questions to respondents. Data collected by questionnaire is based on sample method.SamplingSample is a subset of elements from population. It can be better explained as a process of selecting members or elements of a sample from a given population. A bunch of people have been considered, and considered as a population and sample is conducted on them.Probability Sampling Methods A mathematical materialize of selecting respondents. There are number of probability have strategies that can be used that vary in their complexity. They are SimpleSystematic stratifiedProportionateClusterMultistageSimple Random SamplesUnder this method of sampling the potential people you want to interview are listed e.g. a assemblage of 100 are listed and a group of 20 may be selected from this list at random. The selection may be done by computer. Simple random sampling is the most straightforward of the random sampling strategies. We use this strategy when we believe that the population is relatively homogenous for the characteristics of interest.For example, lets say you were surveying first-time parents about their attitude towards mandatory empower belt laws. You might confront that their status as new parents might lead to alike concerns about safety measures. On campus those who share major might also have similar interests and values we might expect psychology majors to share concerns about accesses to mental health services on campus.2.1.A Research DesignPrimary data was collected for judgment consumer preferences Secondary data was used for the competitive analysis.Data available on the internet was used in the research.2.1.B Tools for Data CollectionPrimary Data Collection was done through responses collected from questionnaire. The competitive analysis had to be done on the television commercials of the competitors. Secondary data was also collected through various websites.Data Interpretation and Analysis proofIt can be seen that out of the sample size of 100, 86 people consume aerated drinks. This shows that the market for soft and aerated drinks is huge. Thesoft drink market today is estimated to be at 14000K Cr. (July13 A.C.Neilson report). demonstrationThe awareness about various brands is very well known in the market. All brands are equally known by the consumers. Even the newly launched drink Rio- by Silver Ice Beverages is well known to the masses. evidenceThe above graph shows that the major reason behind people not consuming soft drinks is that they find it unhealthy. The unhealthy factor could be due to excess sugar, or the way it affects the tooth. Also a major chunk does not like its aerosolized effect.InferencePepsiCo did a high visibility launch of the product in IPL. PepsiCo roped in Kai Po Che star Sushant Singh Rajput as their brand ambassador. Pepsi Atom has a huge brand recall.InferencePepsi Atoms first commercial was released on 1st May13. The commercial was sh own during all the breaks during the IPL matches, the oftenness was huge. Thus the highest level of awareness about the product was created by TV commercial. Apart from this, their facebook page also gave them a good engagement ratio.InferenceOut of the entire sample 86% people said they consume soft drinks. Out of this only 47% people have tried Pepsi Atom. These are mostly the first time buyers. After the huge media spends and the kind of buzz created this ratio could have been better.InferencePepsi Co. launched Pepsi Atom as a strong drink to compete with Coca-colas Thumps Up which has a standalone market share of 15% in the Rs.14000 cr.soft drink market. The commercial was an direct attack to Thums Up ads which shows macho men doing high end stunts. But the following research shows that this was not very much appreciated by the masses. The ad couldnt even create an interest for consumers to try Pepsi Atom.InferenceThe following data analysis clearly shows that people were dissa tisfied with the druthers of Atom. Almost 50% found its sagacity to be bad. Pepsi Atom was an innovation by PepsiCo which was targeted at the Northern region, which demands a stronger fizz. But Pepsi Atom couldnt satisfy the taste buds of Indian consumers.InferenceThe fizz content of Pepsi Atom was more than satisfactory, which is a added advantage for the product. Even then huge chunks of approximately 33% were not satisfied with the level of fizz.InferenceThe colour of the product is like any other black colour drink because not much could be said about this parameter.InferenceThe packaging of the bottle is very stylish, agreed almost 50% of the respondents.InterferenceThe product is priced according to industry levels. The product is available in tetra packs as well as returnable glass bottles and is priced same as PepsiCos other beverages or Coca-Colas other products.InferencePepsiCo had invested huge essence in the distribution channel of Pepsi Atom. Also spent a lot of amo unt in its marketing, thus it can be seen that the availability was very good.InferenceThe SKU of Pepsi Atom was on par with other industry players. This can be seen in the above bar diagram.Q.9 How different is Pepsi Atoms taste from other products? This question was answered by individuals by mentioning how they actually found the taste. A snap shot of the same is given belowInference72% repondents denied making a repurchase of Pepsi Atom. If there are no repurchaes it will certainly affect the brand Pepsi as an entity.InferencePepsiCo conducted a sampling and engagement exercise for Pepsi Atom with over one million consumers across key centres. It said the new brand was in line with its commitment to the Indian consumer. In spite of this 50% of the respondents found the taste to be inappropriate. The market research could be faulty in this case.FindingsTaste The taste of Pepsi Atom did not touch the tongues of people. Pepsi Atom tastes like cinnamon cola people preferably do not like taste of cinnamon into cola. It actually feels like one is having some spicy cola. I had also come across a random opinion which mentioned Pepsi Atom tastes like liquefied chawanprash. This chawanprash type taste can certainly lack acceptability to people who like to consume Pepsi along with their meals.Branding v/s Reality The branding of Pepsi Atom did very correctlyly keeping in mind all the factors Brand Ambassador like Shushant Singh Rajput, a powerful event campaigning and above all positioning it as Josh Cola From Pepsi. Since it was supposed to be positioned against Thumbs-up, it campaigned it as Josh Cola. Positioning a spicy cola as Josh cola is merely nothing but an exaggeration. Josh cola builds a perception that its an energy drink which is not the reality.Product Innovation Its time when people are getting health conscious. Since cola drink are not considered healthy to consume, Pepsico could have thought of drink with combination of Cola and some energy ingred ients making it a real energy drink for Machos (Young Adults). It would have been best way to shoot thumbs-up.RecommendationThe product should be discontinued straightaway and sent back to R&D department. If not this than at lest the advertising spends on this product should be stopped with immediate effect. Pepsi Atoms packaging was very much appreciated by the masses PepsiCo can use this packaging on other product or on some new product which it may launch in future. Coca-cola has trim the prices of their product which has helped in increasing the sales. PepsiCo can also adopt this strategy. Coca-cola reduced their advertising spends and all that cash was used here. PepsiCo has received a huge brand re-call during this IPL span hence advertising now is not very much needed.PepsiCo India President Manu Anand QuitsManu Anand, region president for India and South Asia at beverage and snacks company PepsiCo, quit the company on Wednesday, 20th June13. PepsiCo Indias overall share in April was lower than last year, with Coca-Cola managing to increase market share in the same period. PepsiCos market share in April this year fell to 29.7% from 32.1% over the same month last year, Coca-Cola increase its market share to 48.3% from 45.8%.PepsiCo had been banking heavily on the IPL T20 and spent a record Rs 160 crore on the tournament, but Coca-Cola grew faster in the period was the final exam trigger for Anands exit. PepsiCo had paid the cricket board Rs 396 crore to buy title sponsorship rights for five years of the IPL starting this year double of what previous title sponsor, real estate firm DLF, had paid. The spend, media buyers, believe, over-estimates the potential ofthe controversy-ridden IPL.What Coca-Cola did?To match PepsiCos laboured ad spends in the summer season, Coca-Cola has dropped prices of 200-ml glass bottles to Rs 8 in most markets. Coca-Cola has also been discounting heavily in sales to trade and pushing multi-serve packs such as 400 ml, 300 ml glass bottles and 500 ml PET bottles.AnnexuresQuestionnaireName _____________________________________________________Contact no. _________________Email id ______________________Age group12 yrs 18 yrs19 yrs 30 yrs31 yrs 45 yrs46 and aboveGenderMaleFemaleOccupationEmployedBusiness freelance(a)StudentHouse-makerRetired others ________________1. Do you consume soft drinks?a) Yesb) No(If yes please abridge question no. 3)2. From the following soft drinks which ones are you aware off? a) Pepsib) Coca-colac) Fantad) spritee) Limcaf) Thums-upg) Mountain Dewh) Rioi) Appy Fizzj) Mirandak) 7 Upl) Any Other __________________3. divert share with us the reason for not consuming soft drinks? a) Its unhealthyb) Allergic to such drinksc) Do not like the gaseous effectd) Do not like the overall tastee) Do not like the sweet tastef) Others _______4. Are you aware of Pepsi Atom?a) Yesb) No(If yes go to next question, if no please exit the survey)5. Please share with us the mediums through which you became aware about Pepsi Atom? a) TVb) Radioc) Printd) Outdoore) Internetf) Friends and relativesg) Others (Please specify) _____________6. Have you ever consumed Pepsi Atom?a) Yesb) No(If yes skip the next question and go to questions no 8, if no answer next question)7. Please share with us the reasons why you never consumed Pepsi Atom. a) It was not availableb) The advertisement couldnt create interest for me to try Pepsi Atom c) Doesnt find it to be worth the priced) trustworthy consumer of other brand Please mention the name of the other product ______________ e) Others ______________8. Kindly rate Pepsi Atom on the basis of the following parameters, 1 being lowest and 5 being highest a) Tasteb) Fizzc) tintd) Packaginge) Pricef) Availabilityg) Volumes/Sizes9. Does it have a similar taste to any other product? If yes, please mention the name of the similar product ________________10. Will you purchase Pepsi Atom again?a) Yesb) No(If yes exit the survey thank you for parti cipating. If no then proceed to next question)11. What is that you did not like about Pepsi Atoma) The taste was not appropriateb) highly carbonatedc) Gives a burning sensationd) Not worth the pricee) Others ______________BibliographySourceThe article is published in the 2010 edition of theAnnual Marketing magazine publisher titled MADazine of VGSOM, IIT Kharagpur.https//www.facebook.com/pepsiatompepsihttp//www.campaignindia.in/Tag/pepsi_atom.aspxhttp//pepsicoindia.co.inhttp//www.pepsico.com/