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Brand Equity of Pepsi

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Brand Equity of Pepsi
A REPORT ON BRAND EQUITY OF

Submitted by:
Amrapali Singh (11) Ankush Redhu (16) Anup Sharma (18) Atul Kumar Singh (27) Devanshu Mehta (36) Kalyani Barman (57)

INTRODUCTION
Pepsi is a 100-year-old carbonated soft drink brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion. In 1886, the US Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad‟s drink. The potion was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903.

Since its inception, Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the enviable My Can. The Pepsi My Can is undoubtedly the most popular cola pack of all time. It is not just a pack but a definitive style.

Soft drinks market whether on micro or macro scale, it is vast and full with great opportunities. It is one of the industries which are not adversely affected 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.

In current scenario, Pepsi faces stiff competiton from Coke and Thums Up which cater to the black carbonated soft drink segment. Pepsi has been an individual brand of PepsiCo while Thums Up was re-launched by Coca-Cola to compete against Pepsi. The individual branding style had enabled PepsiCo and Coca-Cola to be the market leaders in the carbonated soft drink industry. Brand extensions are facilitated with individual brands thereby giving the brands an opportunity to garner a strong hold on the market.

In 2010, soft drinks registered its highest off-trade value growth rate for the review period. Soft drinks players Coca-Cola and Pepsi were the leaders in overall soft drinks off-trade value sales in 2010.This growth was helped by high double-digit volume sales
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