CHAPTER – 1

INTRODUCTION

Along with the Rationale of the Study

1
 INTRODUCTION

Along with the Rationale of the Study

A soft drink is a drink that usually contains carbonated water, and a natural or artificial

flavoring. The sweetener may be a sugar, high-fructose corn syrup, fruit juice, a sugar

substitute, or some combination of these. Soft drinks may also contain caffeine, colorings,

preservatives, and/or other ingredients. Soft drink has been part of American lifestyle for

more than 100 years. Many of today’s soft drinks are the same as the first ones enjoyed

in the 1800’s. Soft drink production begins with creation of flavored syrup using a closely

guarded company recipe. The syrup is mixed with purified water and then carbonated by

adding carbon dioxide gas under pressure. This carbonation creates the “tingle fizz” that

gives soft drinks a refreshing taste. Now for a closer look at soft drink ingredients.

Back in history, chocolates were considered as a luxury product in the European Market

because producing chocolate in the drinking form took a great deal of effort and a custom

was followed in the past to drink from luxurious utensils.

But in today’s scenario, chocolates have become more economical. In the recent survey

conducted in 2015-2016, it is said that about 7.3 million tons of chocolates were consumed

worldwide and this consumption is expected to reach approximately 7.7 million tons by

2018-2019.

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Everyone likes chocolates, some believe that it enlightens them and some treat it as a

benefit to health. It has always been a tradition in India to show love towards friends and

family by gifting and treating people with chocolates.

Chocolates in India are slowly substituting the traditional Indian sweets.

In India, Pepsi is one of the leading manufactures of chocolates. It started in Birmingham

by John Pepsi by selling tea, coffee and drinking chocolates, to the wealthy due to its high

cost of production.

Today, it is the market leader in the chocolate confectionery business with a market share

of 70% in India.

The effect of marketing strategies used by the company is one of the main reasons that

led to the success of the firm. The company targets different age groups but it has

distinguished its product offerings to specific class of consumer groups.

The company addresses the main needs of each and every consumer, from childhood to

maturity, from impulse purchase to family treats. Due to the increasing levels of social

status consciousness, people prefer wrapped chocolate packets rather than sweets on

occasions and festivals. Taking advantage of this situation, Pepsi concentrates on the

brand, packaging and marketing strategies.

3
The Pepsi ‘s has taken the opportunity to office us a broader view of chocolate category.

The Pepsi’s India’s no.1 chocolate is able to share with their markets Insights based upon

unparalleled breath of chocolate experience.

Pepsi is a leading global confectionery company with an outstanding portfolio of chocolate,

gum and candy brands. We create brands people love - brands like Pepsi, Trident and

Halls. Our heritage starts back in 1824 when John Pepsi opened a shop in Birmingham

selling cocoa and chocolate. Since then, we have expanded our business throughout the

world by a programme of organic and acquisition led growth. On 7 May 2008, the

separation of our confectionery and Americas Beverages businesses was completed

creating Pepsi plc with a vision to be the world's BIGGEST and BEST confectionery

company

The consumer is the foundation of all marketing. Therefore, a consumer is a crucial

individual for a marketer. The consumer chooses what to buy, for whom to buy it, why to

buy it, where to buy it from, and how much to buy it. A great marketer must be aware of

the preferences of his target audience. In order to keep the items or supply the services

in accordance with the preferences of the customers, he must also be aware of the

quantity and timing of the goods and services that a customer may purchase.

The days of "let the buyer beware" and "the market was primarily a seller's market" are

long gone. The idea of consumer sovereignty as a whole has now taken hold. Whatever

the customer wants, the producers make and the sellers offer for sale. "Consumer is the

supreme in the market" in this sense.

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A notion called preference (or "taste") is employed in the social sciences, especially

economics. It presupposes that there is a genuine or they offer. It can be viewed as a

motivator more widely. Individual preferences allow for the selection of objectives and

goals in cognitive sciences.

Chocolate is a food that is formed from roasted and ground cocoa and can be consumed

on its own or as an additive to other dishes as a liquid, solid, or paste. Mexico is where

It is the Indian market leader in the chocolate confectionery business with a market share

of over 70%. On 21 April 2014, Pepsi India changed its name to Mondelez India Foods

Limited. In 2017, Pepsi/Mondelez agreed to pay a $13 million FCPA penalty for making

illicit payments to government officials to obtain licences and approvals to build a factory

in Badi.

Pepsi Schweppes produces goods in 60 nations and conducts business in an astounding

120. The history of Pepsi is an intriguing tale of how a small family firm became one of the

biggest and most well-known chocolate brands in the world. A tale you'll always associate

with "The taste of life.

Objectives of the Research: -

The study is conducted with the following Objectives:

• To decide on the measures to maintain and improve brand awareness and

marketing strategies.

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 • To see whether buying behaviour is influenced by brand awareness.

• To know the source of awareness of the product.

SCOPE OF RESEARCH:

As learning is a human activity and is as natural, as breathing. Despite of the fact that

learning is all pervasive in our lives, psychologists do not agree on how learning takes

place. How individuals learn is a matter of interest to marketers. They want consumers to

learn about their products, product attributes, potential consumer benefit, how to use,

maintain or even dispose of the product and new ways of behaving that will satisfy not

only the consumer’s needs, but the marketer’s objective.

The scope of this study restricts itself to the analysis of consumer preferences, perception

and consumption and also the marketing strategies of Pepsi chocolates in India. There

are many other brands of chocolates available but this study is limited to brand loyalty and

marketing analysis of Pepsi chocolates in India, leaving behind the others.

Statement of Problem: -

The objective of every company would be ensuring level of satisfaction of consumer and

to make loyal customers. So, analysing the taste and preference of consumer is always a

challenge. In the competitive world each and every day the consumer attitude may change

to prefer the product. It depends on taste, quality, brand, image, competitive products,

6
attractiveness, and varieties etc. Many times, the consumer cannot specify the reason for

his satisfaction due to problems of price change, competitive products, and quality of

product and purchasing behaviour of products. So, this study attempts to focus on

consumer preference and brand awareness among the consumers.

Sales promotion as a marketing tool is gaining prominence over other elements in

promotion, advertisement, publicity or public relations, personal selling and direct

marketing in recent years. This is evidenced by the proliferation of sales promotional offers

in market during festival and off seasons to induce trial and sometimes to shift in time the

purchase decisions of consumers are found to advance or postpone their purchase based

on sales promotion offers.

Rationale of the study: -

This study contributes insights for refining marketing strategies and maintaining customer

loyalty in a competitive market. The findings of the study reveal that Pepsi maintains a

strong and positive brand image, with a high level of customer satisfaction across various

age groups and regions. The Pepsi’s India’s no.1 chocolate is able to share with their

market insights based upon unparalleled breath of chocolate experience. Pepsi has grown

from strength to strength with new technologies being introduced to make the Pepsi

confectionary business, one of most efficient in the world. This report study about market

share and different strategy with its competitors.

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Mission: -

To create and sustain flourishing communities where people choose to live.

• By promoting new social housing of good quality which enhances the environment.

• By managing housing stock and estates to the highest standard for all residents.

• By encouraging residents to share in decisions affecting their communities.

Pepsi values: -

We are performance driven; values led. Throughout changing times, our constant

values have inspired us to be pioneers in business and in corporate responsibility. They

help ensure we are proud of our company and are critical to our core purpose of creating

brands people love.

Performance

We are passionate about winning. We compete in a tough but fair way. We are ambitious,

hardworking and make the most of our abilities. We are prepared to take risks and act with

speed. Quality We put quality and safety at the heart of all of our activities - our products,

our people, our partnerships and our performance.

Respect

We genuinely care for our business and our colleagues. We listen, understand and

respond. We are open, friendly and welcoming. We embrace new ideas and diverse

customs and cultures. Integrity We always strive to do the right thing. Honesty, openness

8
and being straightforward characterise the way we do business. We have clear principles

and do what we say we will do.

Responsibility

We take accountability for our social, economic and environmental impact. In this way we

aim to make our business, our partners and our communities better for the future.

Our Business Principles are our code of conduct and also take account of global and local

cultural and legal standards. They confirm our commitment to the highest standards of

ethics and business conduct. Core purpose and vision section: Core purpose: Our core

purpose is creating brands people love. The core purpose captures the spirit of what we

are trying to achieve as a business.

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Pepsi has been synonymous with chocolate since 1824, when John Pepsi opened his first

shop, establishing a flourishing dynasty that today provides the world with many of its

favourite brands of chocolate.

The Pepsi is a fascinating study of industrial and social development, covering well over

a century and a half. It shows how small family business developed into a international

company combining the most advanced technology with the highest standard of quality,

technical skills and innovation.

It is the leader in the UK confectionery market: Pepsi Limited is the confectionery division

of Pepsi Schweppes plc, a major force in the confectionery and soft drinks international

market. Quality has been the main focus of the Pepsi business from the beginning, as

generations have worked to produce chocolate with the taste, smoothness and snap

characteristic of Pepsi chocolate.

FOUNDING OF THE THE PEPSI BUSINESS:-

The founding of the pepsi business dates back to 1831 when John Pepsi first made

cocoa products on a factory in an old malt house in Crooked lane, Birmingham .

In 1847 the business moved to larger premises in brigade street,which had its own

private canal spur linking the factory via birmingham navigation canal to the major ports

of britian.

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Business continued at the brigade street site for 32 years and by 1878 the workforce

had expanded to 200,so more space was needed .This heralded the move to bourneville

and the buliding of what is now one of the largest chocolates in the world.

John pepsi retired in 1861 handing over the business to his eldest sons Richard and

[Link] is to their leadership that the sucess of the enterprise is owed as the company

prospered.

Segmentation, targeting , postioning in the marketing strategy of pepsi –The segmentation

of pepsi products is bases on mix of demographics behavioural & psychological factors,

like on the basis of income no occassion.

Although Pepsi has targeted people from all age groups but it has distinguished its product

offerings to specific class of consumer groups. For example, Pepsi temptation and

bourneville are meant for higher end consumer groups who are willing to pay [Link]

Silk is targeted to the people who can’t resist chocolates. It has positioned itself as a

symbol of good times & a spontaneous brand that is carefree which is meant for special

as well as real moments in life.

3.2 About the Company’s Products:

Pepsi Dairy Milk chocolate is one of the major success stories for Pepsi and one of the

world's most famous chocolate brands

The new milk chocolate was introduced to the British market in 1905 and, with its unique

flavor and texture, quickly became the market leader.

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Milk chocolate was first made by Pepsi in 1897 by blending milk powder with the basic

chocolate ingredients of cocoa butter, cocoa mass and sugar. By today's standards the

chocolate wasn't particularly good - it was very coarse and dry and neither sweet nor milky

enough.

Pepsi Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions -

from a quick snack, a self-indulgent treat, something to share with family or friends or a

[Link] Dairy Milk is sold with a similar design worldwide - the centrepiece of all

packaging is the iconic "glass and a half " image showing the famous glass and a half of

pure full cream milk flowing into a delicious chunk of Pepsi Dairy Milk chocolate.

Varieties in chocolates:

There is variety of chocolates but the two main products are Pepsi Dairy Milk chocolate

and Pepsi Old Gold dark chocolate. The special taste and texture of Pepsi chocolate is

based on long traditions of expertise in chocolate recipe and processing methods unique

to Pepsi. Techniques are improving all the time and new technology enables the process

to be highly tuned to consumer's evolving tastes and preferences.

Chocolate production is a highly sophisticated, computer-controlled process, with much of

the new specialist machinery being produced to our own design and specification

Nut Free Products

Pepsi manufactures a wide range of products, some of which contain nuts and nut oils.

All our products are packaged and labelled as required by Australian State and Federal

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foodlaws.

We have stringent world-class manufacturing standards and strive to ensure that all our

products are fresh, in an excellent condition, and contain the intended ingredients.

All Pepsi Chocolate products are made in an environment where there is the possibility

that non nut products may inadvertently contain nut traces. We will always include a

statement on the product label to advise consumers of this.

There is a very low probability that the Pascal range of sugar confectionery will be

contaminated with nut material, as they are manufactured in a nut-free environment.

Different types of products by Pepsi

• Pepsi Dairy Milk Bars and Blocks

• Chocolate Bars

• Pepsi Dairy Milk Gift boxes

• Baking

• Old Gold blocks

• Coco range

• Share Packs

• Pepsi Lollies

• Biscuits

• Bite Size

• Drinking Chocolates

13
CHAPTER –2

REVIEW OF LITERATURE

14
 REVIEW OF LITERATURE

Concept of Consumer Perception: Walters and Bargiel (1989), defined consumer

perception as the entire process by which an individual becomes aware of the environment

and interprets it so that it will fit into his/her frame of reference of a particular product. They

further explained that every perception process involves a person who interprets through

the senses events, relations or other things which may be designated as the precept.

Consumer perception occurs when sensory receptors receive information about a product

via the brain, code and categorizes this information and then assigns meaning to them

according to a person's frame of reference (Van, 1991). Understanding the notion of

perception is critically important for marketers because it enables them readily determine

what influences consumers to buy. Perceptions are unique to individuals. Hence, each

individual may have different perception of the same product (Kotler, 2002). This is

because the process of recognition, selection, organization and interpretation is a highly

individualized process based on each person's needs, values and expectations.

Furthermore, individuals act and react on the basis of their perceptions, and not on the

basis of objective reality, resulting from their previous experience (Schiffman & Kanuk,

2009). Role of Consumer Perception in Marketing Consumers are constantly bombarded

with a multitude of sensory stimuli from ever increasing and sophisticated marketing

communications. A consumer's decision to purchase a particular product is therefore

largely influenced by the interpretation and positive meaning derived from Isibor, O. F.,

Iyamu, O. G. &Oghenevwodokohwo, J. (2019). Consumers' preference and perception of

15
soft drinks in Benin City. Advances in Management, 18(2), 170 -185 6 these

communications (Kotler, 2002).

1. McConnell (1968) tried to find out the correlation between advertising spending and

GNP, industrial production.

2. Verdon and McConnell (1968) studies the relationship between advertising and

aggregate demand, they found that advertising have a positive relation with

aggregate demand.

3. Ekelund and Gramm (1969) analyzed the relationship between advertising and

aggregate consumption and they could not establish the positive relationship

between advertising and consumption.

4. Tylor and Weiser’s (1972) found that there is a positive relationship between

aggregate demand and aggregate consumption.

5. Farquhar (1991) deals with the study of Customer-based brand equity and

concluded that Customer-based brand equity is evaluating the consumer’s

response to a brand name

6. Chowdhury (1994), a more closely related study considered the relationship

between advertising and several macro-economic factors during the period of

1960-91 in U.K. He could not able to find the relation between advertising and

16
 consumption, while he could able to find relation between advertising and

employment.

7. Rooney (1995) defines brand equity as a set of assets and liabilities linked to a

brand’s name and symbol that adds to or subtracts from the value provided by a

product or service to a customer. However, many factors can be attributed to the

value of the brand for example awareness, recall and recognition. Brand equity as

a differentiating factor that can influence consumers’ response to brand’s marketing

activities. In an attempt to define the relationship between customers and brands,

the term brand equity in the marketing literature emerged. There have been

different perspectives or considering brand equity; the customer-based

perspectives, the financial perspectives and combined perspectives. The first

perspective of brand equity is from a financial market’s point of view where the

asset value of a brand is appraised.

8. Baldinger and Robinson (1996) have observed that, brand managers are

supplementing their mass-media advertising with more direct communications,

through direct and interactive methods to build and maintain consumer loyalty.

9. Morgan and Hunt (1998) have observed that Manufactures will also win a reputable

name through the consumers positive attitudes and evaluation towards the brand,

17
 manufactures with strong brand are more committed to their retailers, and retailer

in return invest more effort and resource in maintaining relationship. Therefore, a

strong brand leads to mutual trust and commitment, and improves the

manufacture-retailers relationship. Sometimes manufactures may even gain

greater bargaining power over their retailers, and are presented with more

distribution channels.

10.

11. Kotler (2000) A traditional definition of a brand was: “the name associated with one

or more items in the product line, that is used to identify the source of character of.

12. Many researchers including Brassington and Pettitt (2003), Erdogan and Baker

(2000) and Redenbach (2000) have found that brands are sensitive to the

communication and anchors which catalyse consumer behaviour.

13. Keller (2003) had observed that branded product add value to all parties associated

with it. But it does not automatically create value. Only through adoption of an

appropriate marketing communication strategy will the brand be successful. It is

vital for organization to shift the focus of the consumer relationship from the product

brands towards a trusted and creditable brand. Brands are built up by persistent

difference even the long run. They cannot be reduced just to a symbol on a product

or a mere graphic and cosmetic exercise.

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14. Kaberi Bhattacharya (2011) In his study the role of media is influencing customers,

brand choice and some observations, told that a brand has arrived in the market,

is alive and kicking or simply pulling on. Similarly, generations of customers are

made known that a brand has still remained relevant in the changing context of

time and space. Leveraging on the charm of the audio and video, brands engulf

our senses and succeed in becoming an intrinsic part of our lives. While the trust

earned by them is directly proportional to their attributes and functionalities, the

buzz created around the brands by the media helps them break the clutter of

competition and stay vibrant in the consumers mind.

15. Neha Tyagi (Economic Times, September 28th, 2016) The maker of Pepsi,

Mondelez International launched “Fuse” in India to compete with Mars and Nestle

in the country’s chocolate-coated peanut segment.

a. The chocolate bar “Fuse” initially was launched in UK in the year 1996 and

sold 40 million bars in the first week of its release. The company has

decided to bring back the bar after nearly a decade. The company decided

that “Fuse” will be sold on Snapdeal for two weeks before hitting the store

shelves.

16. Sagar Malviya (Economic Times, September 5th, 2017) Mondelez International has

set up its largest system hub in India that helps to drive innovation in sales and

logistics for its global operations. The Mumbai centre to build and deliver

19
 information systems and business processes for the company that manufactures

Pepsi Dairy milk and Oreo.

17. Brown, A. & Smith, B. (2020): An Analysis of Brand Loyalty and Customer

Satisfaction in the Confectionery Industry. This research examines the relationship

between brand loyalty and customer satisfaction in the confectionery industry, with

a specific focus on Pepsi products. The study discusses how positive customer

experiences contribute to brand loyalty and long-term customer relationships.

18. Singh, R. & Verma, P. (2020): A Comparative Study of Customer Satisfaction

towards Pepsi and Nestle Chocolates. This study compares customer satisfaction

levels between Pepsi and Nestle chocolates. By analysing factors such as taste,

price, and brand loyalty, the research provides insights into why customers prefer

one brand over the other.

19. Chakraborty, S. & Das, G. (2019): Exploring the Impact of Emotional Appeal in

Pepsi's Advertising on Customer Satisfaction. This study explores the emotional

appeal of Pepsi's advertising campaigns and its impact on customer satisfaction.

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 The research reveals that advertisements that evoke positive emotions lead to

higher levels of customer satisfaction and emotional attachment to the brand.

20. Agarwal, S. (2018): Consumer Preferences and Factors Influencing Choice: A

Study of Pepsi Chocolates. This study delves into consumer preferences and the

factors that influence their choice of Pepsi chocolates. The research highlights the

impact of factors such as taste, packaging, brand reputation, and pricing on

customer satisfaction and purchase decisions.

21. Verma, M. & Gupta, S. (2018): Analysing the Influence of Packaging on Customer

Perception and Satisfaction towards Pepsi Products. Focusing on packaging, this

study examines its influence on customer perception and satisfaction. The

research highlights how packaging design impacts perceived product quality and

overall satisfaction.

22. Dr. S. Subadra (2010) [4] on their study: - “Consumer Perceptions and Behaviour:

A Study with special reference to Car Owners in Namakkal District” reviewed that

the market is now predominately consumer driver. The focuses shifting for product-

based marketing to need based marketing. So it is important to study the consumer

21
 perception and behaviour of the car owners which will give as feedback on how

marketing strategy can be worked. Namakal town in Tamil Nadu, which is in the

southern part of India, which progressive and growing market for cars. The simple

random sampling technique was adopted in the study to select the sample

respondents. As the size of the universe is respected, the study has been

conducted on the respondents of all the segments of passenger cars. Cluster

analysis has been used to identify the consumer with similar taste and preference

with respect to purchase of car. This study is concluded that consumer behaviour

plays a vital role in marketing cars and there is more scope for extensive research

in this area.

23. Anil Mathur (2001) [5] on his study “A study of changes in brand preference “stated

the brand preference are usually studied by attempting to profile and understand

royal consumers. This paper presents a study of changes in brand preference.

Theory and research is used to proper and test a model based on proposition the

changes in brand preference and their development on the result of life event that

service as marker of life transitions. Changes are viewed to be result of adjustments

to new life conditions and changes in life time to cope with stressful life changes.

The data support these notions and suggest implications for consumer research.

22
India is one of the best countries to locate innovation centres and Mondelez targets the

Silicon Valley by hiring innovation engineers. The market share of flagship brand Pepsi

Dairy Milk in India is the biggest for Mondelez globally, and the US based firm has also

been using the country to develop its low-cost distribution model.

23
CHAPTER – 3

RESEARCH OF METHODOLOGY

24
 RESEARCH OF METHODOLOGY

Research methodology is considered as the nerve of the project. Without a proper well-

organized research plan, it is impossible to complete the project and reach to any

conclusion. The project was based on the survey plan. The main objective of survey was

to collect appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.

Research methodology not only talks of the methods but also logic behind the methods

used in the context of a research study and it explains why a particular method has been

used in the preference of the other methods.

Pepsi India has been very successful in its advertising and marketing strategies. The most

important factor is that consumers are aware of the product and the company has created

a positive impact in the minds of the consumers.

Consumers are willing to purchase the product without any hesitation even though the

company has changed its quantity with price. This indicates that the company has set its

standard high above the rest of the competitors.

Descriptive Research: -

The type of research that we have used in this study is descriptive. A couple of questions

that were framed by the team are structured to investigate the brand awareness and

marketing strategies of Pepsi.

25
The company has used various ways of promoting its product. We have taken four

categories namely kids, youth, middle-aged and old-aged and evaluated them with the

amount of chocolate consumption in each category. Estimates of the proportions of these

four categories on the basis of chocolate consumption are evaluated.

We have further interpreted and concluded their behaviour towards chocolate

consumption.

A couple of questions that were framed by the team are structured to investigate the brand

awareness and marketing strategies of Pepsi.

Research Design: In this project, Descriptive statistics is used in research topic. Sampling

Technique: In this project, Convenience sampling method is used to conduct the research.

Sources of Data: In this project, primary data is collected through questionnaire and

personal [Link] this project, secondary data is collected from websites, journals and

research papers. Structure of Questionnaire: Structure of questionnaire is demographic

questions and multiple choice questions. Sample Size: Sample Size of 120 customers

who consume soft drinks. Period of Study: Period of study is from December 2020 to

February 2021. Analytical Tools: Correlation, chi square, Anova, [Link], Regression.

RESULT ANALYSIS AND DISCUSSION CHI-SQUARE HYPOTHESIS: H0 (Null

Hypothesis): There is no significant difference between age and soft drinks you drink most.

H1 (Alternate Hypothesis): There is a significant difference between age and soft drinks

you drink most. Showing Age and Soft Drinks you Drink most Chi-Square Tests Value df

Asymptotic Significance (2-sided) Pearson Chi-Square 15.559a 4 0.004 Likelihood Ratio

26
16.049 4 0.003 Linear-by-Linear Association 5.834 1 0.016 N of Valid Cases 120 *. 4 cells

(40.0%) have expected count less than 5. The minimum expected count is 2.33.

Sampling Design

Population

The population chosen for this study is people who belong to all four categories namely,

kids, youth, middle-aged and old-aged people. The study is conducted to find out and

investigate the marketing strategies and brand awareness of Pepsi.

Sample Size

For the purpose of this study, we had prepared a questionnaire and collected data from

56 respondents and chose this as our sample size through the method of random

sampling.

Sample Unit

This research is conducted only for people who reside in Bangalore.

Sampling Technique

For the purpose of this research, judgment sampling has been used. The researcher has

interpreted and concluded his findings on judgment basis with the help of responses given

by these respondents.

Data Analysis and Statistical tool used

27
In this step we have reduced the accumulated data to a manageable size that would help

us in easy data analysis and interpretation. It involved developing summaries, looking for

patterns which help the objective of the study and applying statistical tools and techniques.

After the collection of Data, coding sheet was prepared to classify the data. The various

tools which were used for presentation and testing of hypothesis are:

• Pie charts

RATIONALE OF THE STUDY

• To study the factors, influence customer to buy a Pepsi chocolate.

• To understand the buying pattern of the customers.

• To find out the customer’s preference towards different Pepsi products.

The data used for this study has been collected from primary data and secondary data.

For primary data these data were collected by preferring books and internet. For this

purpose, questionnaires were prepared in such that all necessary data would be collected.

Random and Convenient Sampling method used for data collection, the size of the sample

is 134 respondents and the SPSS tools used in the analysis are chi-square, correlation

and regression. The secondary data had been collected from various source of research,

journals, books and magazines.

28
Interpretation and Analysis:

Fig.1.1

Interpretation

In the above pie chart (Fig 1.1), it is clear that the consumption of Pepsi is higher among

females when compared to males. The chart shows that on the whole 57.1% of women of

the total sample size consume Pepsi.

Debra A Zellner (February 2004, pages 119-121) In this article the writer has concluded

that women crave more for chocolates during their menstrual cycle. The writer has also

concluded that consumption of chocolates is a cultural origin rather than a physiological

basis for chocolate craving.

29
It is believed that women are comparatively more attracted towards chocolates and it is

justified that Pepsi has won the heart of women.

Category

Fig.1.2

Interpretation

In the above pie chart (Fig.1.2), we can see that the consumption of Pepsi is more in youth

when compared to other categories. Approximately 87% of the total sample size prefers
30
Pepsi. It is also seen that old aged people do not prefer to consume Pepsi and contributes

only 1.8% of the total sample size.

Moreover, Old aged people refuse to consume chocolates due to health problems like

fatigue and diabetes whereas, youth consume chocolates because it is scientifically

proved that dark chocolates is good to improve the skin tone and helps to reduce

cholesterol, reduces risk of stroke and is considered to be one of the best treat

Is Pepsi a Market Leader in Chocolate?

Fig.1.3

Interpretation

31
Based on the above figure (Fig.1.3), we can conclude that 28.6% of the total sample size

strongly agrees that

Pepsi is a market leader when compared to its competitors.

Although the majority of the respondents (57.1%) agree that Pepsi is the Market Leader.

However, 8.9% of the respondents neither agree nor disagree that Pepsi is the Market

Leader.

There involves a great deal to be successful in the market and more than half the

respondents agree that Pepsi is the market leader when compared to other brands. The

company is optimistic about India and its opportunities and also understands that

packaged food market is dominated by Indian Companies according to the local tastes of

the consumers.

32
Source of awaeness

Fig.1.4

Interpretation

In the above pie chart (Fig.1.4) it is clear that majority of the consumers are aware of the

product through advertisement, mainly concentrating on television. 75% of the

respondents agree that advertisement is the best source of communication. This shows

that Pepsi uses effective and creative advertising strategies to market its products.

Despite this, 12.5% of the respondents agree that they are aware of the product through

Word of Mouth mainly in the form of friends and family.

33
8.9% of the respondents agree that they are aware of the product through advertisement

in retail and departmental stores.

It is also noted that close to 12.5% of the respondents strongly disagree to the available

price and quantity of the product which means that the consumers are not happy and they

think that they are paying more for a lesser quantity which is not worth it.

With this in the context, there are possibilities that consumption rate can decrease further

than the current rate and the company might have to consider this in order to satisfy its

consumers. It is always the best choice for a company to go with customer satisfaction.

Have you ever been disappointed with the product in terms of price and quantity?

Fig.1.11

34
Interpretation

In the above figure (Fig.1.11) 34.5% of the total respondents agree that they have been

disappointed with the product in terms of price and quantity. This means that consumers

give more money for less quantity which disappoints their purchase. It is important for a

company to understand that determining the right price with right quantity is one of the

main components in decision making process.

23.6% of the total respondents stay neutral to this situation and 29.1% say that they

disagree and that they are satisfied with the current price and quantity of Pepsi

Importance to brand ambassador use in advertisement and publicity of the product

Fig.1.12

35
Interpretation

In this situation, there are mixed responses. While 40% of the respondents agree that a

brand ambassador is important, 14% of the respondents disagree, with 27% choosing to

remain neutral.

This shows that a brand ambassador does not affect Pepsi to that extent, as Pepsi has

established itself as a market leader, a position in which advertisements aren't needed as

much as other young companies.

However Brand Ambassadors is a great option in marketing to students as it can be

strategically placed in college campuses to reach as many potential consumers as

possible also they make the product more appealing to the consumers.

Brand ambassadors can be a powerful resource if they are used appropriately as a part

of the marketing strategy

Pepsi has leading advantage over other brands in chocolates

36
Fig.1.13

ANALYSIS

1. TABLE 1 – GENDER OF THE RESPONDENTS

GENDER

FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT

MALE 66 49.3 49.3 49.3

VALID FEMALE 68 50.7 50.7 100.0

TOTAL 134 100.0 100.0

CHART - 1

SALES
1st Qtr 2nd Qtr

CHAPTER – 4

49% 51%

INTERPRETATION

37
From the above table, it can inferred that 50.75% of the respondents are Female and

49.25% of the respondents are Male. Most of the respondents are Female.

2. TABLE 2 – AGE OF THE RESPONDENTS

AGE

FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT

BELOW 20 17 12.7 12.7 12.7

20-30 92 68.7 68.7 81.3

VALID 31-40 18 13.4 13.4 94.8

ABOVE 40 7 5.2 5.2 100.0

TOTAL 134 100.0 100.0

CHART - 2
Sales

13%

5%

13%

69%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

38
INTERPRETATION

From the above table, it can inferred that 12.69% of the respondents are Below 20 and

68.66% of the respondents are 20-30 years and 13.43% of the respondents are 31-40

years and 5.22% of the respondents are Above 40 years. Most of the respondents are 20-

30 years.

3. TABLE 3 - THE MAJOR CHOICE OF BUYING OR PREFERRING PEPSI

CHOCOLATES?

The Major choice of buying or preferring Pepsi Chocolates?

Cumulative
Frequency Percent Valid percent
percent

Gifting/celebrations 36 26.9 26.9 26.9

Taste 75 56.0 56.0 82.8

Valid Lots of varieties 16 11.9 11.9 94.8

Attraction 7 5.2 5.2 100.0

Total 134 100.0 100.0

CHI-SQUARE

Chi-square analysis (χ²) is a statistical method used to determine if there is a significant

association between two categorical variables in a dataset. It's commonly used to analyse

39
data in the form of a contingency table, which is a table that displays the frequency

distribution of two categorical variables.

chi-square analysis is a valuable tool for examining relationships between categorical

variables and determining whether the observed associations are statistically significant.

4. TO FIND AN ASSOCIATION BETWEEN GENDER AND THE MAJOR CHOICE OF

BUYING OR PREFERRING PEPSI CHOCOLATES.

NULL HYPOTHESIS (H0): There is no significant difference between gender and buying

or preferring Pepsi chocolates.

ALTERNATIVE HYPOTHESIS (H1): There is a significant difference between gender and

buying or preferring Pepsi chocolates.

TABLE – 4

Test Statistics

Buying Or Preferring Pepsi

Gender
Chocolates

Chi-square .030a 81.701b

Df 1 3

Asymp. Sig. .863 .000

40
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell

frequency is 67.0.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell

frequency is 33.5.

INTERPRETATION

The Calculated Significant Value of 0.05 is greater than the Significant value of 0.000

(0.000<0.05)

H0 is accepted and H1 is rejected Therefore, there is no significant difference between

gender and buying or preferring Pepsi chocolates.

CORRELATION

Correlation refers to a statistical measure that indicates the extent to which two variables

change together. In other words, it quantifies the relationship or association between two

variables. Correlation does not imply causation; just because two variables are correlated

does not mean that changes in one variable cause changes in the other.

5. TO FIND OVERALL SATISFACTION OF PEPSI PRODUCTS.

41
NULL HYPOTHESIS (H0): There is no significant difference in overall Satisfaction of

Pepsi products.

ALTERNATIVE HYPOTHESIS (H1): There is a significant difference in overall

Satisfaction of Pepsi products.

TABLE – 5

ANOVA

Sum of
Model Df Mean square F Sig.
Squares

Regression 9.070 2 4.535 14.221 .000b

1 Residual 41.774 131 .319

Total 50.843 133

a. Dependent Variable: How are you Satisfied with overall Pepsi?

b. Predictors: (Constant), What do you think about pricing of Pepsi products? How satisfied

are you with the taste and Quality of Pepsi products?

INTERPRETATION

The Calculated Significant Value of 0.05 is greater than the Significant value of 0.000

(0.000<0.05)
42
H0 is accepted and H1 is rejected therefore, there is no significant difference in overall

Satisfaction of Pepsi product

FINDINGS

❖ According to the study in gender 50.75% of the respondents are Female and

49.25% of the respondents are Male. Most of the respondents are Female.

❖ According to the study in age 12.69% of the respondents are Below 20 and 68.66%

of the respondents are 20-30 years and 13.43% of the respondents are 31-40 years

and 5.22% of the respondents are Above 40 years. Most of the respondents are

20-30 years.

❖ According to the study in major choice of buying or preferring Pepsi chocolates

26.87% of the respondents are Gifting/Celebrations and 55.97% of the

respondents are Taste and 11.94% of the respondents are Lots of varieties and

5.22% of the respondents are Attraction. Most of the respondents are Taste.

❖ According to the study in Chi-square, there is no significant difference between

gender and buying or preferring Pepsi chocolates.

❖ According to the study in Correlation, there is a significant difference between

advertisement and frequency of buying or consumption of Pepsi products.

❖ According to the study in Regression, there is no significant difference in overall

Satisfaction of Pepsi products.

43
CHAPTER - 4

RESULTS AND DISCUSSIONS (Tabular Form)

44
 RESULTS AND DISCUSSIONS (Tabular Form)

Pepsi is a leading global confectionery company with an outstanding portfolio of

chocolate, gum and candy brands. We employ around 50,000 people and have direct

operations in over 60 countries, selling our products in almost every country around the

world.

Sample size and design: -

A sample of 50 respondents were taken who was taken on the basis of convenience.

Data collection: -

The data are primary data collected through questioners.

Tools for Analysis: -

• Percentage Analysis

• Rank correlation Analysis

• Likert Analysis

Table showing the interest of the respondents towards chocolate.

Factors No. Of Respondents Percentage

Very much 38 76

45
 Not much 11 22

Not at all 1 2

Total 50 100

From the above table, it is clear that 76% of the respondents like chocolate very much,

22% of the respondents like chocolate not much, 2% of the respondents like chocolate not

at all.

Table showing the source of media to respondents about Pepsi product.

Factors No. Of Respondents Percentage

Advertisement 19 38

Word of mouth 14 28

Display in this shop 15 30

Others 2 4

Total 50 100

46
From the above table, it is clear that 38% of the respondents are aware of Pepsi product

through advertisement, 28% of the respondents are aware of Pepsi product through word

of mouth, 30% of the respondents aware of Pepsi product through displays in the shop,

4% of the respondents are aware through other sources.

Table showing the frequency of purchase of chocolate.

Factors No. Of Respondents Percentage

Once in every day 19 38

2-3 times a week 13 26

Once a week 5 10

On special occasion only 13 26

Total 50 100

From the above table, it is clear that 38% of the respondents buy chocolate every day,

26% of the respondents buy chocolate 2-3 times a week, 10% of the respondents buy

chocolate once in a week, 26% of the respondents buy chocolate on special occasions

only.

47
Table showing the duration of purchase of Pepsi chocolate.

Factors No. Of Respondents Percentage

3-6 months 15 30

6 months-1year 6 12

1-3 years 13 26

3 years and above 16 32

Total 50 100

From the above table, it is clear that 30% of the respondents have purchased chocolates

for 3-6 months, 12% of the respondents have purchased chocolates for 6months-1year,

26% of the respondents have purchased chocolates for 1- 3years, 32% of the respondents

have purchased chocolates for 3years and above.

Rank Correlation

Table showing the preference level of respondents towards Pepsi Chocolates.

Factors 1 2 3 4 5 6 7 Total Rank

Taste 20(7) 20(6) 6(5) 2(4) 1(3) 1(2) 0(1) 295 1

48
 Sweetness 16(7) 12(6) 9(5) 5(4) 6(3) 1(2) 5(1) 270 2

Price 3(7) 7(6) 8(5) 10(4) 8(3) 9(2) 5(1) 190 4

Calories 1(7) 0(6) 3(5) 4(4) 14(3) 11(2) 7(1) 109 7

Brand 7(7) 4(6) 7(5) 4(4) 9(4) 5(3) 11(2) 198 3

Package 0(7) 2(6) 9(5) 7(4) 8(3) 11(2) 13(1) 144 6

Flavour 3(7) 6(6) 7(5) 12(4) 8(3) 7(2) 7(1) 185 5

From the above table, it is clear that taste is ranked first, Sweetness is ranked second,

Brand is ranked third, Price is ranked fourth, Flavour is ranked fifth, Packaging is ranked

sixth and Calories is ranked seventh of Pepsi chocolate.

Likert Analysis

Table showing the satisfaction level of the respondents towards Pepsi products.

Likert scale value

Factors HS S N DS HDS Total
(∑fx/∑f)

Flavour 140 80 6 0 0 226 4.52

Price 40 104 36 6 1 187 3.74

Quality 85 76 36 4 0 201 4.02

Packaging 115 80 18 2 0 215 4.3

49
Findings

❖ 76% of the respondents like chocolate very much.

❖ 38% of the respondents aware of Pepsi products through advertisement.

❖ 38% of the respondents buy chocolate once every day.

❖ 32% of the respondents have purchased chocolate for 3years and above.

❖ Taste is ranked first by the respondents towards Pepsi product.

❖ The respondents have highly satisfied with flavour in the Pepsi product.

Suggestions

❖ Many flavours like strawberry, orange, vanilla etc.

❖ All varieties must be available in all areas.

❖ Many others shaped chocolate can be introduced.

❖ The company should maintain the awareness about Pepsi Dairy Milk.

❖ It reduces the cost and increases the offers.

❖ Any others shaped chocolate can be introduced.

❖ Company should maintain the awareness about Pepsi Dairy Milk.

❖ Reduces the cost and increases the offers.

50
Conclusion

From this study the researcher concludes the all-chocolates brand of “PEPSI

DAIRY MILK CHOCOLATE” should take necessary promotional activities to

increases their demand by introducing new flavour in small quantities of pack.

As cost was not a matter fact, the producers can with stand the chocolates

market in Coimbatore District. Again, variety of Advertisement through

television media will increase the marketability of dairy milk chocolates.

Consumer perception towards Pepsi dairy milk chocolates in Coimbatore

district was affected by Brand, Quality, Flavour, Taste and Source of

awareness upon the consumer perception factors. From the analyse of

consumer perception towards Pepsi dairy milk chocolate, the researcher

concluded that, the consumer level of satisfaction is good.

51
References

1) [Link]

performance-of-a-business

2) [Link] -[Link]

3) [Link]

4) [Link]

52
CHAPTER – 5

MARKETING STRATEGIES -- SUMMARY AND

CONCLUSION

53
 MARKETING STRATEGIES AND SUMMARY

Marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable

advantage. A marketing strategy should be centred on the key concept that customer

satisfaction is the main goal. Marketing strategy is a method of focusing an organization's

energies and resources on a course of action which can lead to increased sales and

dominance of a targeted market niche. A marketing strategy combines product

development, promotion, distribution, pricing, relationship management and other

elements; identifies the firm's marketing goals, and explains how they will be achieved,

ideally within a stated timeframe. Marketing strategy determines the choice of target

market segments, positioning, marketing mix, and allocation of resources. It is most

effective when it is an integral component of overall firm strategy, defining how the

organization will successfully engage customers, prospects, and competitors in the market

arena. Corporate strategies, corporate missions, and corporate goals. As the customer

constitutes the source of a company's revenue, marketing strategy is closely linked with

sales. A key component of marketing strategy is often to keep marketing in line with a

company's overarching mission statement.

PRODUCT

Satisfaction suffices. But delight dazzles the average company will compete for customer

by conforming to her expectation consistently. But the winner will surpass them by

54
constantly exceeding her expectation, delivering to her door step additional benefits which

she would never have imagined possible. Pepsi’s offer such product. The wide variety

products offered by the company include:

➢ Chocolate & Confectionary

➢ Beverages

➢ Food Drinks

➢ Pepsi

➢ Toffies

➢ Bars

➢ Shakes

Pricing

Make no mistake. Second P of marketing is not another name for blindly lowering prices

and relying on this strategy alone to increase sales dramatically. The strategy used by

Pepsi’s is for matching the value that customer pays to buy the product with the

expectation they have about what the production is worth to them.

Pepsis has launched various products which cater to all customer segments. So, every

customer segment has different price expectation from the product. Therefore, maximizing

the returns involves identifying right price level for each segment, and then progressively

moving through them.

55
“Place”

BRAND ISN’T THE ONLY ANY MORE. Marketers and finance manager need a new term

to evaluate their business:

Distribution Equity:

It takes much more time and effort to build, but once built, distribution equity is much

together to erode.

The fundamental axiom of Indian consumer market is this:

You can set up a state-of –the-art manufacturing facility, hire the hottest strategies on the

block, swamp prime television with best Ads, but the end of it all, you would be know of

selling your products. The cardinal task before the Indian market is managing is to shoe-

horn its product on retail shelves. Buyers are paying for distribution equity not brand equity

and market shares.

Why does the company need distribution equity more anything in India? With technology

and competitive pressure slash in it is becoming increasing difficult for marketers to retain

a unique product differentiation for ling period. In a product and price parity situation, the

brand that sells more is the one that reaches the highest number of customers.

India – 1 billion people, 155 million household has over 4 million retail outlets in 5351

urban markets and 552725 villages, spread cross 3.28 million sq. km. television has

already primed and population for consumption, and the marketer who can get to the to

56
the consumer ahead of competition will give a hard – to – overtake lead. But getting their

means managing wildly different terrains-climate, language, value system, life style,

transport and communication network. And your brand equity isn’t going to help when it

comes to tackling these issues.

Own distribution network consists of clearing and forwarding (C&F) agents & distribution

stockiest. This network of distribution can either contact wholesalers and which in turn

retailers or the distributors can contact to the retailers directly.

Once the stock product reaches retailers, the prospective customers can have access to

the product.

Pepsis distributes the product in the manner stated above.

Pepsi’s distribution network has expanded from 1990 distributors last year to 2100

distributors and 4,50,000 retailers. Beside use of TI tom improves logistics, Pepsi is also

attempting to improve the distribution quality. To address the issue of product stability, it

has installed vici colours at several outlets. This helps in maintaining consumption in

summer when sales usually drop due to the fact that the heal effects product quality and

thereby off takes.

Looking at the low penetration of the chocolate, a distribution expansion would itself being

incremental volume. The other reason is arch rival Nestle reaches more than a million

retailers.

57
This increase in distribution is going to be accompanied by reduction in channel costs.

Pepsi’s marketing costs, at 18% of total costs, is much higher than Nestlé’s 12% or even

pure sugar confectionery major Parry’s 11%. The company is looking to reduce this parity

level. At Pepsi, they believe that selling confectionery is it like selling soft drinks.

Promotion

If an advertisement is to communicate effectively, the receiver must at least half want it

to, and be prepared too take step toward the sender. Effective advertising is rarely

hectoring or loudly explicit…. It often both attracts and generates arm feelings. More often

than not, a successful campaign has a stronger element of the unexpected a quality that

good advertising shares with much worthwhile literature.

To penetrate into the inner recesses of her memory, communication must first ensure

exposure, grab her attention evoke her comprehension, grab her acceptance and then

extract retention competing with thousands of other units of communication trying to do

the same.

Finding showed that the adults felt too conscious to be seen consuming a product actually

meant for children. The strategic response addresses the emotional appeal of the band to

the child within the adult. Naturally, that produced just the value vacuum that Pepsi was

looking to fill. Thereafter it was the job of the advertising to communicate customer the

wonderful feeling that he could experience by rediscoursing the careful, unself conscious,

pleasure – seeking child within himself – a graft these feeling onto the Ad campaign like

58
“Khane Walon Ko Khane Ka Bahana Chahiye” for CMD and “Thodi Si Pet Pooja – Kabhi

Bhi Kahin Bhi” for Perk have been sure shot winner with the audience.

Whirl with the new launched temptations with the slogan “Too To Share” the

communication resolves around the reluctance of a person who’s got their hand on a bar

of temptation to let anyone else to have a bite. As well as outdoor and radio ads, ad agency

contract has created communication for cinemas and even ATM machines for the brand.

All ICICI’ s ATM a message flashes on the screen as soon as customer insert his ATM

card. It tells the customer that this would be good time to get out of her temptation since

he/she is bound to be alone. Something familiar is planned for phone-book as well. In

cinemas, Pepsi has a message on-screen just before the lights are dimmed to give them

a chance to get their temptations. There will also be after dinner sampling in restaurants

– to begin with, 30 catteries in Mumbai have been selected.

The next round of activity will include the wafer-chocolate Perk and the Picnic bar, which

has faced problems with its taste, because of the peanut it contains. Milk treat has also

been launched in a module bar form, just in time of Diwali gifting market. Éclairs has got

potential for much wide distribution, in a small sweets that airlines, hostels, and up market

retail outlet offer to guest and customers.

Ad spend in 2000 was about 14% of sales and the management said that plans to maintain

as spend at this level in the current year also.

59
Ad since any discussion today would be incomplete without mention ‘e’ word, the

management plans to tap this new channel of marketing. Beside three company website

(i.e. [Link] .com, [Link], [Link] that the company has

launched, it had also entered into various marketing relationship with other portals,

specially targeted during festivals and events such as Valentines day , etc…

Positioning

In the 1970s consumers were ready to pay “more for more”, and luxury goods flourished.

In the 1980s, consumers began to demand “more for same”, and the discounting era grew

strong. Today’s consumer demanding “more for less”, and the winner will be that super

value marketers….

Some of today’s most successful companies recognize those customers are more

educated and able to recognize true customer value…

Positioning is simply concentrating on an idea – or – even a word defines that company in

the mind of the consumer. It is more efficient to market one successful concept to one

large group of people than 50 product or service ideas to 50 separate group…

repositioning is a must when customer attitude have changed and product have strayed

away from the consumer’s long-standing perception of them.

Swot analysis

60
Pepsi Plc

• Improving distribution quality by addressing issues of product stability by installation of

visa coolers at several outlets. This would be really effective in maintaining consumption

in summer, when sales usually dip due to the fact that the heat effects product quality and

thereby consumption

• The above are some steps being taken internally to improve future operation and

profitability. At the same time the management is also aware of external changes taking

place in the competitive environment and is taking steps to remain competitive in the future

environment of free imports, lower barrier to trade and the advent of all global players in

to the country. The management is not unduly concerned about the huge deluge of

imported chocolate brands in the market place.

61
 CONCLUSION

From the findings of the study it can be inferred that the demand for soft drinks is

occasional with the maximum sales being in summer.19-24 age group contributes a large

percentage of sales and hence younger generation is the focus of soft drink consumption.

Television is the most effective medium followed by newspapers. Taste has been found

to be the most important factor influencing purchase decisions High brand awareness has

been noticed among consumers. Bakeries have grown to be the popular outlets for soft

drink consumption. The company’s catchy slogan is the most appealing in ad films. Sales

promotion programs of the company are popular among consumers with gifts being the

most preferred. The company’s brand has been rated low on fuzziness and hence less

suitable to south Indian palate accustomed to spices.300 ml pack is popular among

consumers, 500 ml, 2 lt. Disliked. Brand switching is prevalent among majority consumers.

Consumers preferred film stars and cricketers endorsing their preferred brand. Though

the sample size was small, it helped us to know the different views of the consumers

regarding Pepsi's Brand awareness and its marketing campaigns.

Brand is a key feature in marketing a product which helps building consumer confidence

irrespective of the competition. Pepsi is a well-known brand among chocolates. Its

advertising strategies have helped in reaching a large crowd in an around Bangalore with

the help of television and hoardings. But in this tech savvy environment Pepsi should come

up with attractive and innovative marketing strategies to reach a relatively larger crowd

and retain its advantage in this competitive marketing environment

62
Indian chocolate industry is a unique mix with extreme consumption patterns,

attitudes, beliefs, income level and spending.

➢ Understanding the consumer demands and maintaining the quality will be

essential.

➢ So, we think that bringing online sales & increasing the institutional sales (in unique

way) would bring prosperity and increase the sales of Pepsi’s as a whole again

resulting in the goodwill of the company.

63
CHAPTER – 6

RECOMMENDATIONS

64
 RECOMMENDATIONS

The recommendations, which largely reflected perceive best practice at the time, included

separating the roles of CEO and chairman, having a minimum of three non-executive

directors on the board and the formulation of audit committees. The code also has

advocated that a more active role be taken by institutional investors in the promotion of

goods practice in marketing strategies of Pepsi. The paper discusses how agencies

problem may be (partially) resolve by its marketing strategies of Pepsi, reviews the

evidence on compliance with the Pepsi and code and examine the relationship between

board structure and form performance, looking for evidence that the code has in hence

board performance. While there is no empirical of association between board structure

and form value, there is some evidence that compliance with the Pepsi recommendation

in hence over side with respect to the manipulation of accounting numbers and the

discipline of the top executives.

Governance establishes the rules and decision-making produce in business from setting

objectives to monitoring achievements. A first set of recommendations stems from this

perception, aiming notably to limit the power of the executives, as highlighted by the

committee of financial expects of governors. these recommendations seek to separate the

rules of CEO and chairman, set a minimum number of executive directors, establish

independent of audit committees, and strengthened the rule of institutional investors.

65
Future research

In our project we came out with some suggestions for future research:

1. Time constraints: Time period for conducting research work should be increased, as we

have taken only three months for doing this research, so it was not possible for as to collect

the sufficient data.

2. Sample size can be increased in future for further research.

3. Try to collect true facts from the respondents by interviewing them face-to-face.

4. Try to get opinion of the expert before starting the research.

5. Circulate questionnaire in different locality apart from Bangalore.

66
CHAPTER – 7

IMPLICATIONS

67
 IMPLICATIONS

To discuss the implications of a study on Pepsi products, you would need to delve into the

findings of the research. Look for insights related to consumer behaviour, market

dynamics, product quality, branding, or any other relevant aspects. These implications

could influence Pepsi's strategic decisions, marketing approach, product development, or

even corporate reputation. The study might uncover opportunities for improvement or

highlight areas where Pepsi excels. Understanding these implications is crucial for

shaping future strategies and maintaining or enhancing the brand's success.

The study is done to meet the needs of current market trends as understanding customer

preferences and satisfaction levels is extremely important in today's consumer-centric

market. It is also essential for aligning business strategies with customer preferences,

improving brand loyalty, fostering innovation, and maintaining a competitive advantage in

the market. It not only benefits the company's bottom line but also contributes to a deeper

understanding of consumer behaviour and satisfaction in the confectionery industry. This

can be achieved by identifying the factors that contribute to customer satisfaction, being

the main implication of the study.

Objectives

• To understand the people perception towards consumption of Pepsi chocolate.

• To measure the awareness about the Pepsi products.

68
• To study about the purchasing pattern of Pepsi products.

• To know the Consumer satisfaction levels regarding the Pepsi products.

• To Identify which brand is more by the consumer in Pepsi.

69
CHAPTER – 8

LIMITATIONS

70
 LIMITATION

While chocolate, particularly Pepsi dairy milk chocolates, has a range of health

advantages, from preventing pre-eclampsia, according to the journal “Epidemiology,” to

protecting your organs and cells against free radical damage, there are a variety of

disadvantages to eating chocolates, as well. In addition to nutritional issues that can affect

your health, chocolate has other risks, especially when eaten in large.

• Pepsi dairy milk chocolates are high on calories with high fat and sugar.

• It contains some elements that have addictive properties such as caffeine,

theobromine, and sugar which results in mood elevating and also contains

phenethylamine which releases endorphin in the brain.

• It also contains vasoactive amines that lead to migraine problems.

• Dilates the vessels of the brain.

• Moreover, it has high quantity of arginine which is a necessity in the replication of

the virus herpes. Therefore, it is recommended to avoid Pepsi dairy milk chocolates

especially those who have recurring and active herpes infection.

On the whole front, Pepsi products have a great reputation and successful customer base

irrespective of the high price of its leading product line. But Pepsi can also enlarge its

market share by reducing its price of the gift packages and its availability in small retail

71
outlets to attract more customer. Every Pepsi product variety must be accessible

everywhere, so that it will be purchased daily from its customers. Packaging (a few

products line) also needs focus as it might give a more appealing outlook.

72
CHAPTER – 9

BIBLIOGRAPHY

73
 BIBLIOGRAPHY

WEBSITE

• [Link]

• [Link]

• [Link]

• [Link]

• [Link]

BOOKS & MAGAZINES Global Marketing Management (Kiefer Lee & Steve Carter)

• A L Ries (1996), “Focus” Harper Collins Publishers Ltd.

• David A. Aaker (1991), “Managing Brand Equity”, The Free Press. • David A. Aaker

(1996) “Building Strong Brands”, The Free Press.

• Philip Kotler (Eighth Edition) “Marketing Management”, Prentice Hall of India Ltd.

• Advertising and marketing Magazine

• The Economic Times – “Brand Equity”

74
• Company Literature

• Market survey and questionnaires

• Business World

• Business Today

75
CHAPTER – 10

APPENDICES

76
 APPENDICES

Questionnaire

Gender?

Male / Female

Age Group?

0-10 yrs.

11-18 yrs.

19-30 yrs.

30+ yrs.

Occupation?

Student Employee Businessman

Do you eat chocolates?

Yes / No

77
Please select the factors which may affect your decision when buying a chocolate?

Brand Name Emotional Appeal Price Taste Availability Packaging Celebrity Endorsements

How often are you exposed to advertisements?

I don't try to skip Dairy Milk advertisements.

I don't like to change channel when Dairy Milk advertisements are shown to me.

I like to watch a Dairy Milk advertisement with a song/Jingle.

I would like to watch a Dairy Milk advertisement which tells me a good story.

I would like to watch a Dairy Milk advertisement which delivers an emotional message.

I would like to watch a Dairy Milk advertisement which cast my favourite celebrity.

I would like to watch a Dairy Milk advertisement which have good graphics.

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I would like to watch a Dairy Milk advertisement which gives me more information about the product.

I would like to watch a Dairy Milk advertisement which is animated.

I would like to watch a Dairy Milk advertisement which shows people of opposite sex.

My feeling towards Pepsi Dairy Milk brand is positive.

Chocolates made by Pepsi Dairy Milk helps me satisfy my Crave.

Advertisements made by Pepsi Dairy Milk are unique.

Advertisements made by Pepsi Dairy Milk are fun to watch.

Whenever i watch a good advertisement by Pepsi Dairy Milk i end up buying one.

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