Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Subject: Consumer Attitude towards The PEPSI Cola In the soft drink
industry of Bangladesh.
Dear Sir,
I’m glad to submit this report on “Consumer Attitude towards The PEPSI
Cola” which you have assigned for me. In order to prepare this report, I have
collected information from visiting the home pages of Pepsi cola and other
sources.
I’m very much grateful to you for giving me the opportunity to find out and
gain knowledge on this aspect of soft drink industry in Bangladesh. Writing
this report is an experience for me which will help me in our practical life in
future. I would like to thank you for providing me with such opportunity.
Sincerely yours
----------------------
Humayun Rashid
………………………………..
(Humayun Rashid)
towards the PEPSI Cola In the soft drink industry of Bangladesh” in the
recognition before.
in life.
................................
completion the credit hour but it is quite impossible to do alone without the
unique pleasure to me that I have got a chance to thank some individuals for
their help and encouragement to make the thesis report successful. In this
Ms. Nadia Farhana who have helped me from time to time in during my thesis
has always inspired me to make the job what it is today. Their supports are
Humayun Rashid
Chapter-1
Page No
1.0 Background of the Report 09-12
1.1 Origin of the Report 09
1.2 Scope of the Study 09
1.3 Statement of the problem 09
1.4 Methodology 10
1.5 Objective 10
1.6 Source & Method of data collection 11
1.7 Limitations 11
Chapter-2
2.0 Pepsi History 13-17
Chapter-3
3.0 Pepsi Market Coverage 18-25
3.1 U.S. Marker 19
3.2 Australian Market 21
3.3 African Market 22
3.4 Russian Market 22
3.5 Eastern Europe Market 23
3.6 Asian Market 24
Chapter-4
4.0 Marketing Mix of Pepsi 26-48
4.1 Product of Pepsi 29
4.2 Pricing Situation 33
4.3 Place 36
4.4 Promotion 37
Chapter-5
5.0 Brand Evaluation 49-55
5.1 Name 50
5.2 Logo 51
5.3 Slogan 52
5.4 Symbol 53
5.5 Color 53
5.6 Packaging 53
5.7 Mix & Match of Brand Element 54
5.8 Pepsi Quality Dimension Measure 55
5.9 Value Innovation 55
Chapter-6
PEPSI Stamford University Bangladesh
Spring 2010
8 8
6.0 Product Differentiation 56-62
Chapter-7
7.0 Sales Evaluation 63-67
Chapter-8
8.0 Value & Position Evaluation 68-76
8.1 Perceived Value & Brand Sense 69
8.2 Pepsi Positioning 70
8.3 Secondary Brand Association 71
8.4 BCG Matrix 73
8.5 SWOT Analysis 74
8.6 Brand Identity & Value Proposition 75
8.7 Competitive Scenario 76
Chapter-9
8.0 Consumer Attitude Evaluation 77-84
9.1 Attitude Measurement Questioner 78
9.2 Attitude Component & Manifestation 81
9.3 Measuring Attitude Component 83
8.4 BCG Matrix 73
8.5 SWOT Analysis 74
8.6 Brand Identity & Value Proposition 75
8.7 Competitive Scenario 76
Chapter-10
10.0 Recommendations, Conclusion & Reference 85-88
10.1 Recommendation 86
10.2 Conclusion 87
10.3 Reference 88
Chapter: 01
Introduction
student has to work on a research project over the period completion of the
project work. The assigned topic for my project work is” Attitude
survey I just try to find out the attitude towards the PEPSI Cola in the soft
evaluating, and disposing of products and services that they expect will
marketing strategies to penetrate the market. In this term paper I will try
1.4 Methodology:
universities, and some of the prospecting students who are willing to get
admission in the private universities and also with some of the students of
public universities to known about their opinion about Pepsi. For secondary
data I have gone through several different web sites of the Pepsi, Diet
1.5 Objectives
1.7 Limitations
Certain limitations are faced while prepare this term paper is –
• Due to time constraint I could not collect data properly and make the
• During the fill up the questionnaire most of the respondent may not
As the political condition was so terrible I focus students for my survey and
depend on Internet.
Chapter: 02
Pepsi History
2.0 History
The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially
registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons
of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion."
He also began awarding franchises to bottle Pepsi to independent investors,
whose number grew from just two in 1905, in the cities of Charlotte and
Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end
of 1910, there were Pepsi-Cola franchises in 24 states.
The previous year, Pepsi had been one of the first companies in the United
States to switch from horse-drawn transport to motor vehicles, and Caleb's
business expertise captured widespread attention. He was even mentioned as
a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot
praised him for his "keen and energetic business sense."
1902 Bradham applies to the U.S. Patent Office for a trademark for the
Pepsi-Cola name.
1905 A new logo appears, the first change from the original created in 1898.
1906 The logo is redesigned and a new slogan added: "The original pure food
drink." The trademark is registered in Canada.
1961 Pepsi further refines its target audience, recognizing the increasing
importance of the younger, post-war generation. "Now its Pepsi, for those
who think Young" defines youth as a state of mind as much as a chronological
age, maintaining the brand's appeal to all market segments.
1982 With all the evidence showing that Pepsi's taste is superior, the only
question remaining is how to add that message to Pepsi Generation
advertising. The answer? "Pepsi's got your Taste for Life!," a triumphant
celebration of great times and great taste.
1983 The soft drink market grows more competitive, but for Pepsi drinkers,
the battle is won. The time is right and so is their soft drink. It's got to be
"Pepsi Now!"
1991 "You got the Right one Baby" is modified to "You got the Right one
Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a
campaign soon to become the most popular advertising in America is on its
way. Supermodel Cindy Crawford stars in an award-winning commercial made
to introduce Pepsi's updated logo and package graphics.
1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball
superstar Shaquille O'Neal is rated as best in U.S.
1995 - In a new campaign, the company declares "Nothing else is a Pepsi" and
takes top honors in the year's national advertising championship.
1998 - Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO
Roger A. Enrico donates his salary to provide scholarships for children of
PepsiCo employees. Pepsi introduces PepsiOne - the first one calorie drink
without that diet taste!
2000
Faith Hill, Sammy Sosa and Ken Griffey Jr. - three of the hottest names in
entertainment - signed new deals to endorse Pepsi-Cola products. Singing
sensation Faith Hill, who has rocked the charts with her top 10 hits, stared
2001
Pop superstar Britney Spears appears in her first Pepsi commercial during
the 2001 Academy Awards. The high-energy spot also runs online, where
more than 2 million fans click their way to Britney's own version of "The Joy
of Pepsi." Pepsi Stuff.com lets consumers redeem points from specially
marked packages of Pepsi products for more than a half-million cool prizes,
and proves to be Pepsi's most popular online promotion ever. Colombian
singing sensation Shakira stars in a series of new commercials for Pepsi just
as her debut English-language album hits stores in the U.S. At the same
time, Pepsi agrees to sponsor the Latin pop star's worldwide concert tour.
Pepsi unveils its FunWraps Factory, letting consumers personalize Pepsi cans
with fun designs and unique messages. With a wide variety of sports,
entertainment and holiday images to choose from, Pepsi drinkers begin
creating their own can labels for just about any occasion. Pepsi puts "a little
twist on a great thing", introducing lemon-flavored Pepsi Twist and Diet
Pepsi Twist. The product launch marks the return to lemon-flavored colas
for Pepsi, which distributed Pepsi Light until the mid-1980s.
Chapter: 03
Pepsi Market Coverage
3.1 US MARKET
In 1952 Burse made its first beverages investment overseas with the
acquisition of Pepsi bottling franchises in Vienna
and Graz, Austria. In 1989 Pepsi sold its snack
foods interests to Marshall Foods and, as a
result, now focuses entirely on beverages. Pepsi
rapidly expanded its global business to include
operations in many European and Asia-Pacific
countries. In 1998 the European operations were
established as a separate European
Headquartered anchor bottler company and Pepsi
now focuses exclusively on the Asia-Pacific
region. Pepsi is the principal Pepsi licensee in
Australia and independently manufactures its own soft drinks and mineral
waters. Pepsi was introduced to Australia in 1937 and by early 1938 the first
manufacturing plant began operating in Sydney. Business began slowly, but
the arrival of American troops to Australia in 1942 had significant impact on
both sales and market acceptance. Licenses were granted to various bottlers
in the 1940's and 1950's. CCA entered the Australian beverage industry in
1964 and by 1990 had acquired dall the Australian. Pepsi bottling licensed
territories in Australia, except for those in part of the Northern Territory.
1. Crystal Pepsi
2. Pepsi Ice
3. Pepsi Lime
4. Pepsi Max Twist
5. Pepsi Cafechino
In 1972, Pepsi signed an agreement with the Soviet Union which made it the
first Western product to be sold to consumers in Russia. This was a
landmark agreement and gave Pepsi the first-mover advantage. Presently,
Pepsi has 23 plants in the former Soviet Union and is the leader in the soft-
drink industry in Russia. Pepsi outsells Coca-Cola by 6 to 1 and is seen as a
local brand. Also, Pepsi must counter trade its concentrate with Russia's
Stolichnaya vodka since rubles are not tradable on the world market.
However, Pepsi has also had some problems. There has not been an increase
in brand loyalty for Pepsi since its advertising blitz in Russia, even though it
has produced commercials tailored to the Russian market and has sponsored
television concerts. On the positive side, Pepsi may be leading Coca-Cola due
to the big difference in price between the two colas. While Pepsi sells for
Rb250 (25 cents), Coca-Cola sells for Rb450. For the economy size, Pepsi
sells 2 liters for Rb1,300, but Coca-Cola sells 1.5 liters for Rb1,800. Coca-
Both Coca-Cola and Pepsi are trying to have their colas available in as many
locations in Eastern Europe, but at a cost which consumers would be willing
to pay. The concepts which are becoming more important in Eastern Europe
include color, product attractiveness visibility, and display quality. In
addition, availability (meeting local demand by increasing production locally),
acceptability (building brand equity), and afford ability (pricing higher than
local brands, but adapting to local conditions) are the key factors for
Eastern Europe. Both companies hope that their western images and brand
products will help to boost their sales. Coca-Cola has a universal message and
campaign since it feels that Eastern Europe is part of the world and should
not be treated differently. Currently, it is difficult to say who is winning the
cola wars since the data from the relatively new market research firms
focusses on major cities. Pepsi had a commanding 4 to 1 lead in 1992 in the
former Soviet Union. Without this area, Coca-Cola has a 17% share versus
Pepsi's 12% share in the soft drink industry. While both companies have
been in Eastern Europe for many years, the main task now is to develop the
market. Coca-Cola and Pepsi are in a dogfight, but both will end up as
winners. In the end, the ultimate winner will be the Eastern Europeans who
will have access to some of the world's best soft drinks.
China market
Coca-Cola originally entered China in 1927, but left in 1949 when the
Communists took over the country. In 1979, it returned with a shipment of
30,000 cases from Hong Kong. Pepsi, which only entered China in 1982, is
Indian Market
Coca-Cola controlled the Indian market until 1977, when the Janata Party
beat the Congress Party of then Prime Minister Indira Gandhi. To punish
Coca-Cola's principal bottler, a Congress Party stalwart and longtime Gandhi
supporter, the Janata government demanded that Coca-Cola transfer its
syrup formula to an Indian subsidiary (Chakravarty, 43). Coca-Cola balked
and withdrew from the country. India, now left without both Coca-Cola and
Pepsi, became a protected market. In the meantime, India's two largest
soft-drink producers have gotten rich and lazy while controlling 80% of the
Indian market. These domestic producers have little incentive to expand
their plants or develop the country's potentially enormous market
(Chakravarty, 43). Some analysts reason that the Indian market may be
more lucrative than the Chinese market. India has 850 million potential
Asian markets targeted are China, South Korea, Thailand, India, the
Philippines, and Vietnam.
Mr McEachern said that soft drinks accounted for only 20% of beverage
consumption in Asia, unlike in North America where they were the most
popular drink.
Chapter: 04
Marketing Mix of PEPSI
Bangladesh is a country of river, where most of the people are related with
agriculture. In this country people believe in different religion and
culture. Different religions have different festivals. Consumer Behavior
is directly related with religion in terms of products that are
symbolically and ritualistically associated with the celebration of
religious holidays and occasion like Eid, Ramadan, Puja, Chrismas etc. In
that time people consume huge amount of soft drinks. During the
Ramadan, Eid and other festivals, PEPSI cola use different kinds of
packaging label with the purpose of attracting the common people and
simply creating a difference. They also give different kinds of
advertise for these types of occasion. As a result these religious
festivals are uses for conditioning people with PEPSI Cola.
The Marketing Mix model (also known as the 4 P's) can be used by marketers
as a tool to assist in defining the marketing strategy. Marketing managers
use this method to attempt to generate the optimal response in the target
market by blending 4 variables in an optimal way.
• Product
• Price
• Place (distribution)
• Promotion
These four P's are the parameters that the marketing manager can control,
subject to the internal and external constraints of the marketing
environment. The goal is to make decisions that center the four P's on the
customers in the target market in order to create perceived value and
generate a positive response.
Colas Related
Diet Related
A company must set an initial price when it develops a new product and it
introduces it into a new distribution channel. Different companies set their
pricing policies by pursuing any of the following objectives: survival,
maximum profit, and maximum market share or product-quality leadership.
PBL wants to maximize PEPSI’s market share. Their pricing strategy is to
gain profit through selling more volume at lower price. They aim for quality
at standard price. Compare to two main competitors - Coca-Cola and RC,
PEPSI has charged its products at standard price with respect to its
standard. Prices of the main competitors and PEPSI in different product
categories are given below:
Bottle Size Pepsi RC Coke Virgin
2Pepsi
1.4
1.71.4
5.6 17.9
3D iet coke
5.7 (coke)
6.1 4M t. Dew
(Pepsi)
6.3 11.5
5D iet Pepsi
9.7
Existing (Pepsi) New
Products Products
6Sprite(Coke)
2. Market
New 4. Diversification
Development
Markets
31
Market Penetration: Here Pepsi charge a standard price so that people can
buy the product. Through advertising also Pepsi gain the market share.
Diversification: Pepsi divert form its product line to expand the market.
Now Pepsi introduce new product like Mountain Dew which get good response
from every country.
4.3 Place
Place or Distribution
• Distribution channels
• Market coverage (inclusive, selective, or exclusive distribution)
• Specific channel members
• Inventory management
• Warehousing
• Distribution centers
• Order processing
• Transportation
Pepsi use the same distribution channel for all products. Pepsi follows the
following channel to reach its products to the target customers:
• Product Consistency: Pepsi use the same distribution channel for all
products. So their product consistency is very high.
By far the most frequent question we receive concerns the 1973 Pepsi
Warner Bros. glass promotions. These glasses were first distributed by
Carroll's Restaurants (later to become Burger King) in upstate New York in
the summer of 1974. According to Dave Leonard of Promotions ETC. who put
the promotions together, they were a blockbuster success and led to dozens
of additional glass promotions during the next 10 years by Pepsi-Cola and
other competitors. This really was the "golden era" of character glass
promotions. A complete list of the 18 different Warner Bros. character
Pepsi glasses with prices can be found on the prices page. The photo above
shows the difference between the Brockway and Federal glasses. Brockway
glasses are heavier and are slightly tapered, while Federal glasses are
thinner and have a straighter side. There are some minor color variations
between the two versions too, as shown in the two Tasmanian Devil glasses.
The Brockway LUN (logo under name) variation is only available in six
characters on Brockway 16 oz. tumblers. The 15 oz. Federal version (notice
that it is slightly shorter) are much more difficult to locate and scarce
characters can bring over $300.00 each. Finally there are also Federal and
Brockway 12 oz. versions. Distinguishing between the two is difficult for
beginning collectors, although the values are about the same.
At a glittering ceremony in Florida, US, recently, Pepsi walked away with the
top honours - MAA’s Grand Prix award for best campaign overall, plus an
individual Globe for best sponsorship or tie-in campaign of the year. Vibha
Rishi, VP (Marketing), PepsiCo, New York, accepted the award at a reception
and dinner in Florida to honor outstanding marketing campaigns from around
the world.
According to Rajeev Bakshi, chairman, Pepsi Foods Pvt Ltd, “We have been
receiving commendations for the Pepsi World Cup campaign from various
quarters. However, it is indeed extremely delightful that a highly prestigious
international forum such as the MAA Annual Globes Awards has bestowed
the top award for the World Cup campaign.”
To drive sales, Pepsi mounted a campaign that aligned its brand with World
Cup fever and set a theme that connected with the youth, the spokesperson
said. Changing its colors to match India’s Team Blue and turning out 2.5
million souvenir bottles for World Cup 2003, Pepsi deployed a remarkable
array of big-brand tie-ins, sponsorships and such below-the-line initiatives as
contests, instant-wins, music CDs, Team India merchandise and more, the
spokesperson added.
Mountain Dew.
stores.
of prizes.
Pepsi (USA) released a 4 can set to help celebrate 4th of July. Mountain
For instance, Pepsi Foods is one company which targets children using both
above-the-line and below-the-line promotions. As a part of in-school
promotions, Pepsi India has launched a school contact programme, which has
taken 425 schools across 14 cities including Delhi, Chandigarh, Ludhiana,
Amritsar, Jalandhar, Agra, Jaipur, Dehradun, Lucknow, Camper, Mumbai and
Pune. As part of the programme, six-overs-a-side cricket matches will be
played between different teams in each school and the winners will get
`attractive prizes.' The latest above-the-line strategy adopted by Pepsi
ITC Foods Ltd is promoting its Sunfeast biscuits across 1,000 schools in the
country as part of its Sunfeast school programme. Considering the need to
garner visibility among children, the company has earmarked around Rs 20
lakh for this below-the-line project and their target is to reach one million
children. There are around 500 schools in the Western region which are
willing to provide space and time for any kind of demonstrations. A point to
be noted is that direct marketing activities by corporate companies rarely
take place in municipal schools. Most in-school promotions are done in
upmarket areas specially targeted at children from middle-class and upper
middle-class families, the objective being exploiting pester power.
It must be ensured when a company uses coupons that the retailers must
hold sufficient stock to avoid customer disappointment.
Sponsor by Pepsi:
Pepsi in concert:
Pepsi also use mobile ads in different vehicles to promote their brands.
Print Ads of Pepsi: Pepsi has a massive number of print ads to promote
their brand. More than 100 years Pepsi Company comes up with
different type of print ads with different massage for their
customer. Some of their print ads are given below.
TV Commercials of Pepsi:
of soft drink market with different appeal. As the years gone Pepsi Company
Chapter: 05
Brand Evaluation
To do the brand element mix and match we have to consider two things.
First one is a brand element such as name, logo, slogan, symbol, character,
sounds, color and packaging. On the other hand we have to select Choice
criteria such as memorability, meaningfulness, transferability, adaptability
and protectability.
5.1 Name
Pepsi (1898 – Present)
5.2 Logo
Pepsi is one of the world's most famous brands much like its rival Coca Cola.
Pepsi Cola was originally called Brad's Drink after its creator, Caleb
Bradham, a pharmacist from North Carolina. Pepsi was a carbonated soft
drink he created to serve his drugstore's customers. The new name, Pepsi-
Cola, was first used on August 28. The Pepsi logo is a simple globe with the
Pepsi colors in the background and the word Pepsi in the foreground. Pepsi
has changed its logo and its slogans a number of times since its introduction
in 1898.
5.3 Slogan
It's clear in looking at the slogans over the years that Pepsi have very different
targeting strategies. Coke is touting itself as the original, the authentic, and
appealing to a sense of tradition, positioning itself as an integral part of daily
American life. Pepsi, on the other hand, is promoting itself as something new, young,
and hip, which seems a little odd after over 100 years. But Coke was first, after all.
Pepsi has always targeted the youth market more aggressively than Coke. Slogans
of Pepsi are given below:
5.4 Symbol
Pepsi use there traditional symbol which is shape like a ball
divided in to two parts. The upper part is red in color and the
below part is blue in color. And in middle is the color of white.
5.5 Color
5.6 Packaging
“The joy of
Choice Criteria Pepsi”
Feature: Pepsi has unique features in their product. In their soft drinks
sector they have variety of flavor with different taste.
Conformance Quality: Pepsi has good conformance quality as they meet the
expectation what their customer wants.
Reliability: Pepsi Company is a reliable company with a good status they are
doing business more than 100 years. Their product is reliable to their
consumers.
Style and Design: Pepsi product has very lucrative style and design.
Chapter: 06
Product Differentiation
Sierra Mist is launching its first limited-time-only offering with Sierra Mist
Cranberry Splash, the crisp lemon-lime soft drink flavored with a hint of
cranberry. Sierra Mist Cranberry Splash will be available for eight weeks,
beginning in November, in packaging that will reflect the spirit of the holiday
season. Supported with national television and radio advertising, Sierra Mist
Cranberry Splash will be available in 20-oz. and two-liter bottles as well as
12-packs of 12-oz. cans. Pepsi in North America with the introduction of
Dole Sparklers, we're providing a light, invigorating sparkling juice that's low
in sugar and calories, but indulgent on taste. Sierra Mist Cranberry Splash is
the ideal beverage for the holiday season, when consumers tend to seek
more variety. From its crisp, unique flavor right down to its festive graphics,
it will make its way to the top of plenty holiday shopping lists this year.
"Pepsi-Cola North America also plans summer launches of Jazz, from Diet
Pepsi, and Ben & Jerry's Milkshakes. Jazz, a new low-calorie cola, comes in
two indulgent flavors: Black Cherry French Vanilla and Strawberries &
7 Up
Manufacturer Cadburys
The origin of the 7 up name is not clear. The most popular story is that its
creator named the soft drink after seeing a cattle brand with the number 7
and the letter u. Other rumors suggest that the name reflects the drink's
seven flavors and carbonation that its creator came up with the name while
Pepsi Blue
Pepsi Max
Caffeine-Free Pepsi
In Bottle Differentiation
Chapter: 07
Sales Evaluation
Re v e
30%
25000
0 .2 8
2091
20337
25
20000 %
PEPSI
18297
Stamford University Bangladesh
1825
Spring 2010
66
Chapter: 08
Value & Position Evaluation
In the four-action framework Pepsi cola create multiple product line, raise
brand equity, and reduce competition.
SMELL
TASTE
SIGHT
TOUCH SOUND
A brand must have the following five things. These are Sight, Sound, Touch,
Taste and Smell. Pepsi have three things: taste, smell and sight. It is very
important to have good taste and sight for a soft drink. If the sight and
smell is not attractive consumer won’t feel comfortable while drinking it.
Again for a soft drink better smell is very important. Perhaps it is the single
most important thing. Pepsi has lots of color, smell and taste, which focus
Pepsi’s three main brand senses.
Perceived value
uc
To
h
un
So e
PEPSI d st
Stamford University Bangladesh
Ta
ht Spring 2010
Sig ell
Sm
69
Bonding
So, if Coke doesn’t have all the things, which we mentioned earlier than it,
will be very difficult to increase their brand equity. And more or less they
have done it very beautifully and that’s why they are now being the market
gainer Pepsi in a drink by having 4% market share more than Coca cola.
To stay as a market leader Pepsi Company can propose their value in both the
ways. In Above the Line strategy they use Television commercials, Radio
Commercials, Event, one to one marketing, public relations and so on.
On the other hand in Below the Line strategy Pepsi can propose their value
by using rural promotion and in other ways.
8.3 Secondary Brand Association:
PEPSI
Brand Endorser
List of celebrity endorser of Pepsi are given below.
Stars: Here Pepsi’s market share & market growth is very high. So Pepsi
needs to HOLD i.e. continue previous level of investment. Stars products of
Pepsi are- Pepsi 1 liter, Pepsi 250Ml can, 7 up 2 liter.
Question Marks: Where Pepsi’s market share is low & market growth is very
high. So Pepsi needs to HARVEST i.e. maintain that kind pf investment which
is necessary. Question Marks product of Pepsi is only Pepsi Can.
Cash Cows: As Pepsi’s market share is high & market growth is low, they
should BUILD i.e. invests more to gain return at high level. Cash Cows
products of Pepsi are- Mountain Dew
Dogs: Here market share & market growth of Pepsi are very low. So Pepsi
should DIVEST i.e. cut the production and kick it out from the product line.
Dogs products of Pepsi are- Teem (Bangladesh)
Strength
o Multi-dimensional organization
o Well-establish management
o Sophisticated technology
o High Brand Image
o Financial support from sister concern
o Best advertisements
o Quality product
o Efficient distribution network
Weakness
Brand Identity
Value Proposition
In the value proposition Pepsi is offering same core value from their
beginning and that is “Refreshment and Enjoy”.
Lemon/Lime Traditional
Non-Cola
Market Share
6% 5%
Coca Cola
10% 31%
RC
Pepsi
Uro
Virgin
22%
Suncreast
26%
Chapter: 09
Consumer Attitude Evaluation
1 2 3 4 5
1 2 3 4 5
a
Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Respondent Profile:
Name:
Age:
Profession:
Gender:
THANK YOU
Products:
Qualities of the product are the main actors to take part in attitudes
component. If the product quality is good people will satisfy and they will
purchase in future and recommend it to others. As result new people
orientation towards product will be good and he becomes the loyal customer
of that product.
Situations:
Bangladesh is a country of river, where most of the people are related with
agriculture. In this country people believe in different religion and culture.
Different religions have different festivals. Consumer Behavior is directly
related with religion in terms of products that are symbolically and
ritualistically associated with the celebration of religious holidays and
occasion like Eid, Ramadan, Puja, Chrismas etc. In that time people consume
huge amount of soft drinks. During the Ramadan, Eid and other festivals,
PEPSI cola use different kinds of packaging label with the purpose of
attracting the common people and simply creating a difference. They also
give different kinds of advertise for these types of occasion. As a result
these religious festivals are uses for conditioning people with PEPSI Cola.
Retail outlets:
Availability of the product is also related with the consumer behavior. If the
product is not available in the locality then people will not consume this
product and they may have bad impression about the product. For ensuring
the availability of the product PBL has 101 distributors around the country.
This distributor is always works with in their zone so that people can get
PEPSI frequently from their nearest retail outlets whenever they demand.
Cognitive Component
The cognitive component consists of a consumer’s beliefs about a product.
For most attitude objects people have a number of beliefs. Beliefs can be
about the emotional benefits of owning or using a product as well as about
objective features. Many beliefs about attributes are evaluative in nature
this are using capacity, style and reliability. In cognitive component part for
measuring attitudes towards PEPSI Cola we choose attributes are like price,
quality, taste, status, calories and use multicast tribute attitude model. For
calculating the attitude we need to assign weight to each attribute. We
assign this weight in the attributes according to the basis of importance to
the consumer. We put weight 30 for the taste, 25 for quality, 20 for price,
and 15 for calories and 10 for status. After calculating the results for each
respondent we take the average result of that result and we get the index
value of 65. This index value of 65 express that product is not perfectly
ideal to the consumer. So according to the result we can say that the
attitude towards the PEPSI Cola is not perfectly satisfactory.
Affective Component
Feelings or emotional reactions to an object represent the affective
component of an attitude. Actually this a vague general feeling developed
without cognitive information or beliefs about a product or it may be results
of several evaluations of the product’s performance on each of several
attributes. For measuring this part we asked few questions to the
respondents related with the attribute of PEPSI Cola. These questions are-
Chapter: 10
Recommendation, Conclusion and
Reference
10.1 Recommendations
10.2 Conclusion
resulted in a great increase in the change the peoples mind and their demand
for buying behavior. Pepsi consumption is still also increasing day by day. Old
Brand and new products of Pepsi increase all over the world. Statistics show
that majority of the people usually prefer Pepsi product more than new
has been seen as a major factor, but no one looks at the growth of drinking
is also increasing, which has increased tremendously over the last thirty
years. Reasons are increased buying behavior towards the branded product
like Pepsi. Increased trade, commerce and export have also created
additional demand for various types of soft drink product Pepsi is one of
them. On top of that, the life style of the Bangladeshi people particularly
the middle class and elite in the urban areas have been changing very fast
and improving, which has resulted in greater movements and greater use of
branded product in the country. So Pepsi make our culture to a new change.
http://www.pepsico.com/web_pages/resource/corp_structurepc.html
http://www.greenvillepepsi.com/frames2/caleb.htm
http://www.pepsico.com/web_pages/resource/mission_state.html
http://cac.psu.edu/~slp1/pepsi1.html
http://www.pepsico.com/web_pages/midyear_hl.html
http://www.pepsico.com/web_pages/release053196.html
http://www.pepsico.com/web_pages/1996/stockinfo.html
http://biz.yahoo.com/p/p/pep.html
http://www2.mostnewyork.com/most/archive/97_03/032097/metro_sp/16068.hta
http://www.pepsico.com/web_pages/releases/pcnews5.html
http://www.pathfinder.com/@@@K5PkwYA9eq1miaH/fortune/1997/970303/fst.html