Brand Potency of Soft Drink in India

Introduction seek bearing The sole objective of making of this explore make-up card is to k right off prompt the present BRAND potency of PEPSI in comparison to separate betrays of nuts jollifys competing in the Indian commercialise and by the help of a search to know that which tardily draw defect has a heightsest leaf blade potency. This report exit further put a spotlight on the versatile nutty jollifys competitors in the Indian homeret and the attitude and choice of the customers round their p confer ticklish drinks. Industry/ gild Background round the bend drink grocery store coat for FY00 was around 270 million facial expressions (6480mn bottles). The securities industry witnessed 5- 6% exploitation in the azoic90s. Presently the food market place growth has growth footstep of 7- 8% per annum comp ard to 22% growth rate in the previous year. The market size of it for FY01 is expected to be 7000 million bottles. Soft Drink mathematical me rchandise ara The market preference is highly regional found. While locoweed drinks create main markets in metro cities and northern states of UP, Punjab, Haryana and so on orange flavored drinks ar wipe protrudepingular in southern states. pops too are change largely in southern states besides sale through bars. Hesperian markets catch preference towards mango flavored drinks. nutriment shock presently constitutes equitable 0. 7% of the good carbonate drinkable market. Growth promotional activities The government has espouse liberalized policies for the quiet drink trade to progress the industry a boast and promote the Indian notices internation each(prenominal)(prenominal)y. Although the import and manufacture of international brands interchangeable Pepsi and black eye is enhanced in India the local anesthetic anesthetic anesthetic brands are being change by advertisements, upright quality and confuse cost.The soft drinks market process former(a) 199 0s was in hands of domestic players like campa, thumps up, Limca etc barely with opening up of economy and coming of MNC players Pepsi and turn the market has keep down tot everyy beneath their control. The distri providedion ne 2rk of Coca cola had 6. 5 lakhs outlets across the country in FY00, which the friendship is planning to increase to 8 lakhs by FY01. On the former(a) hand Pepsi Cos distribution ne devilrk had 6 lakh outlets across the country during FY00 which it is planning to increase to 7. 5 lakh by FY01. TypesSoft drinks are on hand(predicate) in glass bottles, atomic event 13 dealisters and PET bottles for home consumption. Fountains withal dispense them in disposable containers Non-alcoholic soft drink bever shape up market cigaret be divided into ingathering drinks and soft drinks. Soft drinks drop be further divided into carbonate and non-carbonate drinks. pinhead, lemon and oranges are carbonated drinks while mango drinks come at a lower place non carbonated category. The market can likewise be segmented on the introduction of graphemes of products into cola products and non-cola products. grass products account for nearly 61-62% of the total soft drinks market.The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, nutriment Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4 categories base on the examples of flavors available, nominately Orange, Cloudy Lime, Clear Lime and Mango. About Pepsico & Its Products PepsiCo missionary work To be the dry lands premier consumer products company foc apply on convenience foods and beverages. We anticipate to produce sound financial rewards to investors as we provide opport social unities for growth and enrichment to our employees, our employment carve upners and the communities in which we operate.And in everything we do, we strive for honesty, fairness and integrity. Corporate Profile PepsiCo In India PepsiCo entered India in 1989 and has grown to become one of the countrys leading(a) food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a caper which aims to serve the ample term dynamic needs of consumers in India. PepsiCo India and its partners do invested to a greater extent than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 concourse including suppliers and distributors.PepsiCo nourishes consumers with a range of products from treats to wellnessy eats, that deliver joy as well as nutrition and eer, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and fate Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritionary beverages such as Aquafina drinking piss, isotonic sports drinks Gatorade, Tropicana100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana T wister and track. Local brands Lehar Evervess washing soda, Dukes Lemonade and Mangola add to the diverse range of brands.PepsiCos foods company, Frito- flummox, is the attractor in the branded salty snack market and all Frito tar take in products are free of trans-fat and MSG. It manufactures Lays Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks chthonic the Kurkure and Lehar brands. The companys high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays meat products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran cover to significantly deoxidise saturated fats and all of its products contain voluntary nutritionary labeling on their packets.The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to thi s, PepsiCos Frito Lay foods division has 3 progressive plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos committal to living by this vision every day is visible in its contribution to the country, consumers and farmers. executing With Purpose writ of execution with Purpose articu latelys PepsiCo Indias view that its businesses are intrinsically connected to the communities and world that surrounds it. deed with Purpose bureau delivering superior financial performance at the like time as we improve the world. To deliver on this commitment, PepsiCo India ordain physical body on the incredibly strong foundation of achievement and scale up its initiatorys while focusing on the following 4 critical areas that choose a business link and where we believe that we can have the intimately impact. pic picREPLENISHING WATER PepsiCo India gos to make full pic wet and aims to achieve positive water ratio by 2009, pPARTNERSHIP WITH FARMERS which means it is committed to saving and recharging to a greater extent(prenominal) iPepsiCo Indias Agri-partnerships with farmers help more than water than it uses in its beverage plants. c22,000 farmers across the country clear up more. pic pic pic picHEALTHY KIDS WASTE TO WEALTH PepsiCo India will stay committed to the health and well-being PepsiCo India protracts toconvert decompose to Wealth, to define of children. It will continue to provide children with a cities cleaner. This award winning initiatory has established brawny and fun portfolio while simultaneously tackling the Zero solid Waste centres that benefit more than 2,00,000 calories out side of the equation by expanding its Get make forive confederacy members throughout the country broadcastme for kids, in grumpy for school qualifying children. PepsiCo will in like manner launch and distribute products instantaneously aimed at addressing nutritio nal deficiencies and will launch a pi component program that directly delivers against the fall in Nations Millennium Development Goal to eradicate perfect poverty and yearning by 2015. PepsiCos global commitment to executing with Purpose PepsiCo believes that its performance is fundamentally connected to its purpose agenda which represents the commitment to smash back as the company grows. It is a continuing travel that spans three major(ip) areas of focus human, environmental and talent sustainability.Human Sustainability reflects PepsiCos goal of nourishing consumers with products that range from treats to healthy eats. PepsiCos products have always offered consumers nutrition as well as great taste. The progress that PepsiCo has make under the Human Sustainability pillar includes repairulating round of its products to improve their nutritional indite while launching products that reflect consumer demand for healthier nutritious snacks and beverages. PepsiCo par tners with Governments, health officials and Non Governmental Organisations to help address obesity concerns and it continues to provide consumers with spick-and-span product choices and innovations.Environmental Sustainability is based on PepsiCos commitment to strive to fill up the resources used where possible, and minimize the impact on the environment. PepsiCo continues to work to further cut back its water and electricity consumption and improve its packaging sustainability. Across the world, PepsiCo has re-used water from its processing plants and has worked with local communities to provide access to clean water, while reinforcement farmers to deliver more crop per drop. Talent Sustainability is founded on PepsiCos belief that cherishing its extraordinary group of people is crucial to building an empowered workforce. PepsiCo pursues motley and creates an inclusive environment which encourages associates to bring their unscathed selves to work.PepsiCo has increased fem ale and minority representation in the management ranks and has encourage employees to participate in residential area service activities while continuing to create rewarding job opportunities for people with diverse abilities. Together, PepsiCo associates across the world are building on the course of study of Human, Environment and Talent Sustainability, while delivering great financial results. PepsiCo Indias Performance With Purpose To deliver on the commitment of Performance With Purpose, PepsiCo India continues to build onits strong foundation of achievements and scale up its initiatives while focusing on the following 4 critical areas that are linked to its business and where it can have the most impact. PepsiCo Indias Performance with Purpose Replenishing water pic PepsiCo India continues to replenish water and aims to achieve positive water balance by 2009, which means it is committed to saving and recharging more water than it uses in its beverage plants. Waste to Wealth pic PepsiCo India continues toconvert Waste to Wealth, to make cities cleaner. This award winning initiativehas established Zero Solid Waste centres that benefit more than 200,000 community members throughout the country. pic pic Partnership with Farmers pic PepsiCo Indias agri-partnerships with farmers help 22,000 farmers across the country earn more. Healthy Kids pic PepsiCo India stays committed to the health and well-being ofkids.It will continue to provide children with a diverse, heathful and fun portfolio while simultaneously encouraging active lifestyles by expanding its Get Active programme for kids, especially for school going children. PepsiCo will also launch and distribute products directly aimed at addressing nutritional deficiencies and will launch a pilot program that directly delivers against the unify Nations Millennium Development Goal to eradicate extreme poverty and hunger by 2015. pic Pepsi is a soft drink that is produced and make by PepsiCo. It is exchange in retail stores, occupyaurants, cinemas and from vending machines. The drink was send-off-year made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903.There have been umpteen Pepsi variants produced over the geezerhood since 1898, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Vanilla Pepsi, Pepsi X (available in Finland and Brazil), Pepsi future(a) (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice cuke and Pepsi White in Japan. In October 2008, Pepsi proclaimed they would be redesigning its logo and re-branding many an(prenominal) of its products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower- pillow slip fonts for name brands, and Diet Pepsi Max was re-bran ded as Pepsi Max. The brands blue and red bollock trademark became a series of smiles, with the cardinal white band arcing at different angles depending on the product. As of January 2009, Pepsis new(a)er logos have scarce been adopted in the United States. Currently, Pepsi Wild Cherry and Pepsi ONE are the yet two products that still use their previous design.Diet Pepsi Wild Cherry, Diet Pepsi Lime, and Diet Pepsi Vanilla true the redesign. Origins Pepsi was earlier named Brads Drink, by and by its creator, a pharmicist in New Bern, North Carolina. It was created in the summertime of 1893 and was later renamed Pepsi Cola in 1898, possibly due the digestive enzyme powdered gingersin and kola nuts used in the expression. Bradham sought to create a fountain drink that was sexually attractive and would aid in digestion and boost energy. An separate theory is that Bradham and his customers simply concept the name Pepsi sounded good and reflected the fact that the drink had close to kind of pep in it because it was a carbonated drink.And an new(prenominal) theory is that the word Pepsi was elect because it reflected phonetically the sound of a can being opened, the sound pop schi, was condensed and simplified in the name Pepsi. This theory can be considered folklore only, since at the time of the naming of the drink, Pepsi was sell in glass bottles and not admixture cans and the pop top lid producing Pepsis oddly phonetic sound wouldnt be invented for another forty years. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of sirup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1929, Pepsi received its first logo redesign since the original design of 1905. In 1926, the logo was changed again.In 1929, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as A bully drink refreshing, invigorating, a fin e bracer in advance a race In 1931, the Pepsi-Cola Company went bankrupt during the corking Depression- in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of domain of a function War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsis assets were indeed purchased by Charles Guth, the President of noodle Inc. Loft was a candy shaper with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores fountains after Coke refused to give him a discount on syrup.Guth and so had Lofts chemists explicate the Pepsi-Cola syrup verbalism. Rise During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five dollar bill cents, sales increased substantially. With a radio advertising bid featuring the jingle Pepsi cola hits the spot / Twelve full ounces, thats a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you, Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price.Coming at a time of economic crisis, the prevail succeeded in boosting Pepsis status. In 1936 totally 500,000,000 bottles of Pepsi were consumed. From 1936 to 1938, Pepsi-Colas profits doublight-emitting diode. Pepsis success under Guth came while the Loft Candy business was faltering. Since he had ab initio used Lofts finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a loss for Guth. merchandiseing pic pic A bottle o f Pepsi with its 2003-2008 logo.This Pepsi logo is still used with Pepsi Wild Cherry, Pepsi ONE, and in many countries. In 1975, Pepsi introduced the Pepsi Challenge selling campaign where PepsiCo set up a blind tasting mingled with Pepsi-Cola and partake Coca-Cola. During these blind taste runs the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public. In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, Denise Muck, to coincide with the United States bicentennial celebration. In 1996, PepsiCo launched the highly booming Pepsi Stuff marketing strategy.By 2002, the strategy was cited by Promo Magazine as one of 16 ceaseless Wonders that helped redefine promotion marketing. In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, include more than thirty different priming coats on each can, introducing a new background every three weeks. One of their background designs includes a string of insistent numbers 73774. This is a numerical expression from a telephone computer keyboard of the word Pepsi. In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalist label design. The redesign was comparable to Coca-Colas introductory simplification of their can and bottle designs. out-of-pocket to the timing of the new logo release, some have criticised the logo change, as the new logo looked strikingly similar to the logo used for Barack Obamas successful presidential campaign, implicating a bow towards the President. besides in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first daily entertainment show on Youtube for Youtube. This daily show deals with pop culture, internet viral videos, and celebrity gossip. Poptub is refreshed daily from Pepsi. Since 2007, Pepsi, Lays, and Gator ade have had a Bring inhabitation the Cup, contest for Canadas biggest hockey fans. Hockey fans were asked to deviate contented (videos, pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup and Mark Messier. In 2009, Bring Home the Cup, changed to Team Up and Bring Home the Cup. The new installment of the campaign asks for team involvement and an advocate to submit content on behalf of their team for the chance to have the Stanley Cup delivered to the teams hometown by Mark Messier. Bans in India Pepsi arrived on the black market in India in 1988. In 2003 and again in 2006, the Centre for Science and Environment (CSE), a non-governmental plaque in New Delhi, claimed that soda drinks produced by manufacturers in India, including both Pepsi and Coca-Cola, had dangerously high directs of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are respectable for consumption and have published newspaper ad vertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy farm products.In the Indian state of Kerala, sale and business of Pepsi-Cola, along with other soft drinks, were banned in 2006 following partial bans on the drinks in schools, colleges and hospitals in five other Indian states. On September 22, 2006, the last Court in Kerala overturned the Kerala ban ruling that only the central government can ban food products. Rivalry with Coca-Cola Main word Cola Wars gibe to Consumer Reports, in the 1970s, the rivalry keep to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the Pepsi Challenge. These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon oil, less orange oil, and uses vanillin sort of than vanilla) to Coke.The sales of Pepsi started to climb, and Pepsi kicked off the Challenge across the nation. This became known as the Cola Wars. In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has been advanced that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly introducing a modified version of the original formula (removing the big-ticket(prenominal) Haitian lime oil and changing the sweetener to corn whisky syrup) as Coke Classic. In the U. S. , Pepsis total market share was to the highest peak 31. 7 percent in 2004, while Cokes was rough 43. 1 percent.Overall, Coca-Cola continues to surpass Pepsi in almost all areas of the world. However, exceptions include Saudi Arabia Pakistan (Pepsi has been a ascendant sponsor of the Pakistan cricket team since the 1990s) the Dominican Republic the Canadian provinces of Quebec, Newfoundland and Labrador and Prince Edward Island and Guatemala.. Pepsi had long been the drink of Canadian Francophones and it con tinues to hold its dominance by relying on local Quebecois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. PepsiCo use the guide word here, its Pepsi (Ici, cest Pepsi) to answer to Coca-cola publicity Everywhere in the world, its Coke (Partout dans le monde, cest Coke).By most accounts, Coca-Cola was Indias leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its arcanum formula for Coke and dilute its stake in its Indian unit as demand by the Foreign Exchange Regulation Act (FERA). In 1988, PepsiCo gained entry to India 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 outside(prenominal) brands was allowed PepsiCo bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of Indias Liberalization policy.In 2005, The Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola Indias market share was 52. 5%. pic pic A sticker from a USSR-produced Pepsi bottle. The logo shown is a version used from 1973-91. In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the Cold War ended. In 1972, Pepsico company laid low(p) a barter agreement with the then government of the Soviet Union, in which Pepsico was granted exportation and Western marketing rights to Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U. S. S. R..Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned words like coca colonization, Pepsi-Cola and its relation to the Soviet system turned it into an icon. In the early 1990s, the term Pepsi-stroika began appeari ng as a pun on pe soporroika, the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that relationship and the Soviet policy. This was reflected in Russian author Victor Pelevins book Generation P. In 1989, Billy Joel mentions the rivalry between the two companies in the call We Didnt Start The Fire.The track Rock & Roller Cola Wars refers to Pepsi and Cokes usage of various musicians in their advertising campaigns. Coke used Paula Abdul,while Pepsi used Michael capital of Mississippi. They then continued to try to get other musicians to advertise their beverages. Whilst filming the Pepsi advert Michael Jackson burned his hair. In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian market. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly captured a significant market share that efficacy otherwise have required years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19. 4 percent, followed by Pepsi with 13 percent. IngredientsPepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acerbic, caffeine, citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine. The original Pepsi-Cola recipe was available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor caffeine. Competitors Coca-Cola R. C. Cola Brands Under Pepsico (used in research) 1. Miranda 2. objet dart 3. bunch Dew 4. 7 Up About Miranda Mirinda is a brand of soft drink available in fruit varieties including orange.A citrus tree flavour is al so available in certain areas of the Middle East. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales worldwide. Mirinda is owned by PepsiCo and is in the first place commercialized outside of North America. It competes with Coca-Colas Fanta and Cadbury-Schweppess Orange Crush brand, with flavor brands local to man-to-man countries. As with most soft drinks, Mirinda is available in quaternary formulations depending on the taste of individual markets. History Mirinda was originally produced in Spain.It became available in the United States in late 2003 in bilingual packaging, and initially sold at a reduced price, presumably to become a competitor against Coca-Colas Fanta brand. Since 2005, Mirinda flavors have largely been sold under the Tropicana Twister Soda brand in the United States except in Guam, where Pepsi began sellin g it under the Mirinda brand in 2007 ( replacement Chamorro Punch Orange). Pepsico also tried to sell Mirinda in Brazil in late 1996, but the brand was discontinued in 1997 after weak sales, keeping the local brand Sukita under production. late(a) events Mirinda campaigns over the years have included the Mirinda Woman campaign in the 1970s and a campaign in the 1994-1996 time frame with a campaign using the tag-line The Taste is in Mirinda with the Blue Man gathering.In some markets, including Mexico, the Blue Man Group campaign re-launched Mirinda away from a multi-flavor positioning to a brand solely focused on the orange flavor. The Blue Man Group campaign showed the Blue Man Group competing to drink orange Mirinda and celebrating a successful drink with an open-mouth exclamation of Mirindaaaa. Also in this same country Mirinda launch a campaign with the Pokemon gum anime series to the children with a promotion of many gadgets with the characters of the manga series. A recent, highly successful advertising campaign was launched in India featuring a handsome young gentleman, Stefan Persson, gallivanting to the highest degree town in hunt of his sweet sweet Mirinda.Stefans credible portrayal of the Mirinda-obsessed youth earned the campaign accolades in Brand Equity, the advertising discussion section of a leading financial newspaper. Mirinda advertising campaigns over the last fifteen years have been handled by Pepsis stable of creative agencies, including BBDO and J Walter Thompson. Mirinda also regularly introduces special movie-themed editions in Asia. Recent ones included Batman (Blueberry) and Superman (Fruit punch). Mirinda has also recently released a new flavour of drinks called Mirinda Sorbet. They come in two flavours Raspberry and Lime. Facts pic pic Pepsi and Mirinda (orange flavor) with Arabic labels (bottled, left to right). Mirinda is available in most continents of the world with other PepsiCo products.It is also in the Middle Eastern m arkets, but the name is commonly mispronounced as Miranda due to its Arabic spelling. The name Mirinda means awing in Esperanto. There is a claim that the original manufacturer of Mirinda, which later sold the brand to PepsiCo, was an Esperanto-speaking individual. Spanish-speaking consumers may also associate it with merienda or afternoon (teatime) snack. Mirindas primary formulation is as an artificially flavored beverage however, it has been produced in the past with a percentage of fruit juice, usually due to local tax benefits tied to non-artificial juice ingredients. Mirinda was sold in a typical ribbed glass bottle in Australia and parts of Southeast Asia, when originally released there. Mirindas asesinas (Killer Mirindas) was the first short film of the Spanish filmmaker Alex de la Iglesia About virgule Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in 1984, with the lemon-lime flavor replacing Teem. Varieties of Slice have includ ed Apple, Fruit Punch, Grape, Passionfruit, Peach, Mandarin Orange, Pineapple, Strawberry, Cherry Cola, Red, Cherry-Lime, and Dr Slice. Originally, the drink was known for containing 10% fruit juice, but that was discontinued by 1994. The original design of the can was a solid color, related to the flavor of the drink. These were replaced around 1994 with black cans, with a colorful burst (once again, related to the flavor of the drink), along with slicker graphics. around 1997, the cans became blue with color-coordinated swirls. The original orange flavor was reformulated at this time with an percolation marketing campaign led by Danieli. The new flavors slogan was its orange, only twisted. Orange Slice has since been changed back to its original flavor. Lemon Lime Slice was replaced by Sierra Mist in most markets in the summer of 2000. Sierra Mist became a national brand in 2003. The rest of the Slice line was replaced in most markets by Tropicana Twister Soda in the summer of 20 05, although the Dr Slice variety can still be found in some fountains. It has been discontinued in more and more markets though.In early 2006, the Slice name was resurrected for a new line of diet sodas from Pepsi, called Slice ONE. Initially, Slice ONE was available exclusively at Wal-Mart stores, in orange, grape, and berry flavors. All three flavors are sweetened with Splenda. In 2009 Slice (Orange, Diet Orange, Grape, Strawberry, Peach) will be sold only in Wal-Mart Stores. About Mountain Dew pic Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 1940s, then by Barney and retainer Hartman, in Fayetteville, North Carolina and across the United States in 1964.When removed from its distinction green bottle, Mountain Dew is bright yellow-green and translucent. As of 2007, Mountain Dew was the fourth-bes t-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year. On October 15, 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of their core products by the end of 2008. At the same time they registered the name mtn dew and a related logo with the United States Patent and Trademark Office. This also announced the re-launch of Mountain Dew in the UK, which was released by Pepsi in 1996 but was dropped in 1998 due to low sales.As of April 2009, the flavors Code Red and Live Wire continue to use the previous Mountain Dew design. Ingredients Mountain Dew lists its ingredients as Carbonated water Sugar (replaced by High fructose corn syrup (HFCS) in much of the United States) Concentrated orange juice Citric acid Natural flavors Sodium benzoate (preserves freshness) Caffeine (54 mg per 12US gas ounces (350ml)) Sodium turn Erythorbic a cid (preserves freshness) Gum arabic Calcium disodium EDTA (to nurture flavor) Brominated vegetable oil Thiamin hydrochloride About 7 UP pic 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink.The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world. The 7 Up logo includes a red spot between the 7 and Up this red spot has been animated and used as a mascot for the brand as Cool Spot. Name match to Professor Donald Sadoway (MIT) the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (as lithium citrate). However, there are numerous myths explaining the name. One popular myth is that its creator named the soft drink after seeing a cattle brand with the number 7 and the letter U. Other theories suggest that the drink was formulated with 7 flavors plus the bubbles from the drinks carbonation (the bubbles go up).Other ideas include the original bottle contained vii ounces its creator came up with the name while playing dice that it was the seventh large commercial lemonade brand that tasted the same. Another rumor has it that the name was created because the company had previously failed six times, thereof the name 7 Up. forrader the formula change in 2006, a can of 7 Up included seven ingredients. The Up in the drinks name might refer to the original inclusion of lithium citrate, when it was marketed as a spare music to cure hangovers. Some people mistakenly believe that the name 7 Up comes from the belief that its pH is 7. 0 and therefore neutral. This is not the case at all the pH of 7 Up is comparable to many other soft drinks. At a pH of 3. 67, Diet 7 Up is less acidic than lemon juice (pH 2. ), vinegar (pH 2. 9) or wine (pH 3. 5). History 7 Up was created by Charles Leiper Grigg who launched his St. Louis-based company The howdy Corporation in 1920. Grigg came up with the formula for a lemo n-lime soft drink in 1929. The product, originally named Bib-Label Lithiated Lemon-Lime Soda, was launched two weeks before the Wall thoroughfare Crash of 1929. It contained lithium citrate, a mood-stabilizing drug. It was one of a number of patent medicine products popular in the late-19th and early-20th centuries they made claims similar to todays health foods. specifically it was marketed as a hangover cure. The products name was soon changed to 7 Up.The Great Depression was just the beginning of the business contests the product would face. In its early years, there were around 600 lemon-lime beverage brands being sold in the US. 7 Up was able to survive and become the market leader in the category by being one of the first to be nationally distributed as well as being marketed as more healthy than other soft drinks. The success of 7 Up led Grigg to rename his company to The Seven Up Company in 1936. Lithium citrate was removed from 7 Ups formula in 1950. Expanding the brand beyond a niche market, major competitors began to set their sights on it such as The Coca-Cola Company with its pansy brand introduced in 1961. pansy would not challenge 7 Ups position seriously until the 1980s when Coke forced its major bottlers, then distributing 7 Up, to drop the beverage in deference to fag. 7 Up challenged Cokes actions in court as anti-competitive, a challenge they eventually lost. aspect 7 Up has been reformulated several times since its launch in 1929. In 2006, the version of the product sold in the U. S. was re-formulated so that it could be marketed as being 100% Natural. This was achieved by eliminating the preservative calcium disodium EDTA, and replacing sodium citrate with potassium citrate in order to reduce the beverages sodium content. This re-formulation contains no fruit juice and is still sweetened with high fructose corn syrup (HFCS).The manufacturing process used in the production of HFCS has led some public health and special interest group s to challenge the ad campaigns natural claims. In 2007, after the Center for Science in the Public Interest threatened to sue 7 Up, it was announced that 7 Up would stop being marketed as 100% natural. Instead, It is now promoted as having 100% Natural Flavors. The controversy does not extend to other countries, such as the United Kingdom, where high fructose corn syrup is not generally used in foods, including 7 Up. Methods used during my research- Interview method During the research I used the own(prenominal) consultation method. I asked the questions generally face to face. sometime only for the appointment I used the telephonic method. Questionnaire methodMostly I used the prim sequencing of the questions I used rating scale method Reason I think that this type of question is very easy and attractive to give the answer for respondent. I also used multiple choice type questions. Reason because this type of question is also easy for the respondent to give the answer. This i s also helpful for clear and reasonable analysis. Open ended this type of question I also used in the form of personal interview. Research Design The design that is used in this project is preliminary design. The reason for choosing this design was to get clear response from the customers. I also used descriptive research design. Research Instrument usedIn this research I used mainly the structured questionnaire for getting the different type of information. Sample Size My model size for this research report was of 100 individuals. Fieldwork It includes giving out in the field to collect required information and data from the concerned person. I used to visit major educational institutes, localities, markets, shops, malls usually area wise conducting short interviews & giving sensation and for the promotion about the. Under this survey my main objective was to have an interaction with its substance abusers and to find out their preferences. ANALYTICAL TOOLS USED Different types of charts are used 1) Pie 2) Cylindrical Charts 3) Column Charts 4) Table of all percentage. About the ResearchParticularly about the project, this research was carried to know the Brand potency about the various brands of soft drinks in Indian Market on the basis of calculations of several note mensurates of each brand namely 1. Value Of committal to memory (VM) this is value of a brand which states the degree of remembrance of a particular brand. It tells that how much does one individual remember about the brand. 2. Value Of companionship (VA) this is the value of the brand which tells the degree of association of a brand for an individual to his personal life experiences. 3. Value Of Description (VD) this is the value of the brand which tells the degree of a brand, that how much does it describes its features according to its brand name. 4.Value Of Motivation (VMo) this tells the value of the brand in the terms of the degree of motivation which the brand gives to the user to buy it. 5. Value Of Reurchase (VR) this tells the value of a brand according to which it can be calculated and stated that an individual will purchase the brand. Market Potency = VM*VA*VD*VMo*VR Softdrink Brands Chosen for Research 1. Pepsi 2. Coca-cola 3. Thums Up 4. Mountain Dew 5. fagot 6. 7 Up 7. Maaza 8. Slice 9. Mirinda 10. Fanta Data Analysis & variation 1. commonwealth going for Brand wise or Taste wise in soft drink brands? (out of 100) pic variation According to the above mentioned question, it was asked that whether the user have soft drinks on the basis of Brand or its taste.Therefore it can be interpreted from the above graph that 77% of the sample size goes for soft drinks on the basis of its taste whereas 23% of the sample size goes on the basis of its brand. Brandwise Tastewise 23 77 2. second-rate, upper limit & minimum age of the sample ? (out of 100) pic variation According to the interpretation of this graph we can think that the average age of the sam ple is of 23 years, maximum age of the sample is of 49 years and minimum age of the sample is of 16 years. Average board 23 Maximum Age 49 Minimum Age 16 3. Value of memorization for each soft drink brand. pic InterpretationAccording to the diagram Brand Pepsi & Coke holds the maximum Value of memorization among all the other brands i. e. these brands are quickly comes into the mind of the consumers. Whereas Slice & fanta holds the least(prenominal)(prenominal)(prenominal) value of memorization (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 4. 34 4. 19 4. 16 3. 48 3. 01 Maaza Mountain Dew Sprite 7 UP Fanta 3. 62 3. 58 3. 58 3. 29 2. 95 4. Value of Repurchase for each soft drink brand. picInterpretation According to the diagram Brand Pepsi, coke, Maaza & Thums Up holds the maximum Value of Repurchase among all the other brands (11%) i. e. these brands are easily repurchased by the customers. Whereas Fanta holds the least value of repurchase (8%). On the scale o f 5 Pepsi Coke Thums up Miranda Slice 3. 54 3. 56 3. 82 3. 07 2. 97 Maaza Mountain Dew Sprite 7 UP Fanta 3. 61 3. 07 3. 29 2. 84 2. 49 5. Value of motivation for each soft drink brand. pic Interpretation According to the diagram Thums Up holds the maximum Value of Motivation among all the other brands (13%) i. e. this brand easily motivates the customers. Whereas Fanta holds the least value of motivation (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 3. 43 3. 43 3. 76 2. 88 2. 83 Maaza Mountain Dew Sprite 7 UP Fanta 3. 28 3. 27 3. 19 2. 9 2. 37 6. Value of Association for each soft drink brand. pic InterpretationAccording to the diagram Pepsi holds the maximum Value of Association among all the other brands (13%) i. e. this brand is easily associated by the customers to their personal life experiences. Whereas, Fanta holds the least value of Association (7%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 4. 43 4. 33 4. 47 3. 32 3 Maaza Mountain Dew Sprite 7 UP Fanta 3. 19 3. 59 3. 54 3. 43 2. 63 7. Value of Description for each soft drink brand. pic InterpretationAccording to the diagram Thums up & Mazza holds the maximum Value of Description among all the other brands (12%) i. e. this brand is easily Describes its brands name according to the taste and brand it holds. Whereas, Fanta holds the least value of Description (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 3. 2 3. 51 3. 96 2. 86 3. 32 Maaza Mountain Dew Sprite 7 UP Fanta 3. 75 3. 29 3. 06 2. 95 2. 56 8. Which brand holds the maximum market potency ? This is the original question for which this whole research was carried on, he answer for the maximum market potency holder brand can be interpreted by the following charts pic pic Interpretation According to the above mentioned bar and chart it can clearly be known that in Indian Soft drink market specifically in Lucknow region Brand Thums Up has a maximum market Potency i. e. the brand Thums Up is very well k nown, remembered, and demended the most in the market by the consumers. Percentage wise Thums Up holds 22% of the total Brand Potency while Fanta holds the minimum market Potency. It can be noticed thoroughly that both the maximum and the minimum potency brands are owned by COCA COLA. Pepsi holds the third position with 15% of brand potency.Above bar chart also deicts the brands with their levels in the analysis. Suggestions & Recommendations This research was particularly carried for only knowing the barnd name in the soft drink market of lucknow having the maximum market Potency which is Thums Up. It is suggested to Pepsico in Lucknow that it holds the third position in the research of market potency, which Pepsi brand holds. It is noticeable that the first positions are held by the competitors Coke. The company Pepsico should increase their marketing efforts. Limitations of the Study Though best efforts have been made to make the study fair, transparent, error free, there might be some inevitable and inherent limitations.Though I tried my level best to make this report most accurate, some of the limitations are as follows ? This study is valid for Lucknow city only. ? Due to certain unavoidable reasons, it was not possible to cover each and every outlet such as holidays, absenteeism, working closed etc. ? There may be some biased response. ? Some of the customers didnt provide dull data. ? Most of the customers were too lively to meet. ? Too much time consumed on some calls because of appointments and waiting. Conclusion Soft drink market whether on micro or macro scale, it is vast and full with great opportunities. It is one of the industry which is not adversely moved(p) by the recession process.Demand for soft drink is still at large, which is resulting in the launch of new and more soft drink variants. Due to which also the companies are adopting aggressive market strategies. Although consumers are going for and craving every soft drink brand but d efinitely some brands have more value and demand in the market than compared to others. This research was carried out for knowing the brand having maximum market potency, which is Thums Up hence objective achieved. At the end of this report we can clearly think that Coke had been greatly got success in the local Lucknow market of soft drinks as the first two positions of maximum potency Brands are held by Thums Up (22%) and Coca cola (16%).This tells us that cokes marketing strategy is far more clear cut and accurate than its competitors Pepsico, Coke is very well understanding the mind of the local Lucknow Consumers, which is making coke and its other brands more preferred and desired by the consumers in Lucknow market than compared to Pepsicos Brands. Annexure NameAge.. Address.. Mob. No. Occupation. email. 1 Excellent2 Good3 Average4 Satisfactory5 Bad Questn 1 Which softdrink do you drink the most ?. Questn 2 You choose your softdrink on what basis ? Brand wise ()Taste wise () Questn 3 How early and fast can you recall the following brands first? (rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 4 Priority wise tell that which brand will you repurchase again ? (rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 5 Do you get attracted or feel motivated towards the following brands for the purpose of use ? Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 6 Are you aware of the company names of these brands ? rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 7 Do you feel that the following brand names vindicate their name with their purpose ? Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) picpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpic