Pepsi

Final Project Report On

“Brand Audit Of Pepsi”

Submitted to:

Sir Akram Khan

Subject: Consumer Behavior

Date of submission: 15th Session

MBA 36 (1) (2) A

Acknowledgement

To start with, we thank Almighty Allah. We also acknowledge that without the Grace of Allah our objective would have never been accomplished successfully.

We would like to thank our teacher Sir Akram Khan, for patiently guiding us throughout this report and for steering us in the right direction when and wherever we went off track.

We would like to acknowledge our family and friends for their unconditional support throughout the whole project and making this report possible.

Mashal Qureshi

Bilal Memon

Fatima Juzer

Humza Khan

Executive Summary

Soft drink market is growing rapidly and gradually it’s becoming a part of our culture and same like in every age group. Pepsi is very well known global brand and most recognizable brand in all over the world. It was first developed by Caleb Bradham in 1893 as Brad’s drink. Pepsi is a market leader in carbonated soft drink and enjoying a huge market share. Pepsi brand is owned by PepsiCo, and Pepsi is targeted as a soft drink which ‘refreshes’ people and is the best when it comes to thirst. It also combines the youth factor with refreshment.

Dividing a market into different and smaller groups of people according to different needs, characteristics, and behavior is known as market segmentation. Pepsi has divided its market on the bases of 4 segmentation variable; Demographic, Geographic, Psychographics and Behavioral.

Pepsi’s personality can be a human, ranging from different age group. Pepsi’s personality can be young, fun, enthusiastic and innovative and these are traits that are found in every teenager, so teenagers and people ranging from age group of 15-45 relate themselves to Pepsi.

Pepsi tries to attract different cultures and subcultures by stressing different values. For Pepsi, the values are enjoyment,...