PEPSI - A Study of Increasing Brand Loyalty With PEPSI...

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A Study of Increasing Brand Loyalty With PEPSI Among Youth of Lahore By: M. Shoaib Khan MFin- 22 Hammad Naeem MFin- 02 Ghulam Mustafa MPA- 10 M. Usman Butt MKT- 10 1
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TABLE OF CONTENTS Description Page # - INTRODUCTION - PROBLEM AREA - LITERATURE REVIEW - SECONDARY DATA COLLECTION - STATEMENT OF THE PROBLEM - THEORETICAL FRAMEWORK - DEFINITION AND LABELING OF VARIABLES - OBJECTIVES OF THE STUDY - HYPOTHESES - STUDY DESIGN - SIGNIFICANCE OF THE STUDY - LIMITATIONS AND ASSUMPTIONS - POPULATION FOR STUDY - METHOD OF SAMPLING - SAMPLE DESIGN - AREA OF THE STUDY - INSTRUMENTS FOR DATA COLLECTION - PROCEDURE FOR THE DATA COLLECTION - DATA ANALYSIS TECHNIQUES - DATA ANALYSIS AND INTERPRETATIONS - RESULT SECTION - SURVEY QUESTIONNAIRE 2
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INTRODUCTION TO THE PEPSI THE COMPANY Pepsi Cola International is world renowned soft drinks brand. It is a very well organized multinational company, which operates in almost all over the world. They produce, one of best carbonated drinks in the world. Pepsi is a symbol of hygiene, quality and service, all over the world. Pepsi is producing Cola for more than 100 years, and it has dominated the world market for a long time. Its head office is in New York. PEPSI IN PAKISTAN The market in Pakistan is surely dominated by Pepsi. It has proved itself to be the No.1 soft drink in Pakistan. Now a days Pepsi is recognized as Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan, and from their after Pepsi is going higher and higher. Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Cokes basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining No.1 position in Pakistan. In coming future Pepsi is also planning to enter into the field of fruit drinks. For this it has marketed its test mango juice in Karachi for the first time. When Pepsi was introduced in Pakistan, it faced fierce competition with 7up, lemon and lime drinks, which was established during 1968, in Multan. Pepsi successfully introduced its lemon and lime, "Teem" to compete with 7up. After some years, Pepsi took over 7up, and this enhanced Pepsi's profits and market share. In 3
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Pakistan, Pepsi with 7up enjoys 70% of the market share where as the coke just has 20% market share. Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi is also launching its fast food chain i.e., "Kentucky Fried". 4
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THE INTRODUCTORY SECTION PROBLEM AREA When Pepsi was introduced in the market, Coca-Cola hold monopoly over the Cola market at that time. It was very difficult for the Pepsi to get reasonable market share. At first Pepsi started franchise system to solve its financial problems, this strategy did work but not at the scale that it could compete with the coke. Then Pepsi
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This note was uploaded on 06/17/2010 for the course IAS 1265 taught by Professor John during the Spring '10 term at Abraham Baldwin Agricultural College.

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PEPSI - A Study of Increasing Brand Loyalty With PEPSI...

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