Executive Summary

The objective of this project was to find out the brand

equity of Pepsi . The parameters which enabled us to arrive at
the brand equity were Brand Knowledge, Brand Vitality, Brand
Association, Brand Leveragability and Buying Behavior.
For this purpose we did a survey where we interviewed thirty
respondents on the basis of our questionnaire. The questionnaire
comprised eight questions covering the above mentioned
parameters.
The next step dealt with ranking the brands and giving scores
based on the rank achieved. The cumulative score of the brand
formed the basis of arriving at the Brand Equity.
Our brand Pepsi did reasonably well on the parameters Brand
Leveragability (Rank 2), Brand Knowledge(Rank 3) and Brand
Association(Rank 3) but could not stand up to the test of Brand
Vitality(Rank 5), and Buying Behavior (Rank 5).
Overall, Pepsi ranked fourth on Brand Equity, considering all
the parameters used to arrive at it.
The suggestions that we could come up with for enhancing its
Brand Equity were that, Pepsi needs to reposition itself as a
promising brand to increase the repeat purchase. Pepsi as a
brand is capable of leveraging and should leverage its name to
other products Beer, Condom, Shampoo and Apparel. It is
capable of diversifying and should cash on this opportunity like
Beer, Condom, Shampoo and Apparel. It is capable
of diversifying and should cash on this opportunity.


TABLE OF CONTENTS



TOPICS PAGE NO.


1. INTRODUCTION
2. BRAND EQUITY MEASUREMENT MODEL
3. RATIONALE
4. ASSUMPTIONS
5. RESEARCH METHODOLOGY
6. QUESTIONNAIRE
7. FINDINGS
8. PEPSI BRAND EQUITY
9. SUGGESTIONS
10. BIBLIOGRAPHY












PEPSI BRAND EQUITY

After doing the analysis we found that:-

Thums Up
has the highest number of loyal customers followed by Sprite.
Pepsi has the least number of loyal customers.
Brand Leveragability
To decide the leveragability of cold drink brands, we chose 9
very different products (From car to shampoo to paints to
condom) and asked the customer if all the brands of cold drink
manufacture these
products then which brands product will they purchase. We got
t
he following result. From the above findings we can conclude
that
Coca Cola
is the most leveragible brand followed by Pepsi. It is important
to note that the respondent thought that Pepsi can do well if they
manufacture condom, apparels, beer and shampoo.
P e p s i F a n t a S p r i t e T h u m s U p
C o c a C o l a

Buying Behaviour
Score
P e p s i F a n t a S p r i t e T h u m s U p
C o c a C o l a



PEPSI BRAND EQUITY

Brand Equity
After analysing each of the parameter we calculated the scores of Brand Equity for all the brands wehad
considered by totalling the scores of the brands achieved.In the above table the cumulative scores for
each of the brand is given where Thums up is the leaderfollowed closely by Coca Cola, Sprite, Pepsi and
Fanta.


Cumulative Score31341
Pepsi Brand Equity
Score

In the above table we get the breakup of the contribution by each
of the parameter towards the brandequity of Pepsi.

Findings of Pepsi Brand Equity
Pepsi as a brand has done reasonably well in the parameter
Brand Knowledge by securing thirdposition and in Brand
Leveragability by securing second position. Thus we can infer
that therespondents can differentiate Pepsi as a brand from other
brands and could easily relate it to otherproducts as different as
Cars and Shampoo.However in the parameter Brand Vitality
Pepsi is the last among the total brands indicating that
therespondents see the brand Pepsi as a brand which is very low
in Relevance, where as in the parameterbuying behaviour where
we had checked the loyalty of the respondents towards the
brands where thebrand Pepsi again was the last indicating that
although the respondents are able to distinguish the
brand, they dont see the brand as a
need/want satisfier.In Brand Association where we had chosen
four other factors besides the product attribute, Pepsi wasranked
third among the other brands, this indicates that the brand has
got promise in terms of theoverall brand image and respondent
still associate good qualities with the brand name.
9

Suggestions


Pepsi would need to reposition itself as a brand promising
the most important attribute respondentassociate with any
cold drink which would in turn increase the repeat
purchase of the brand.



It can leverage its name to other products like Beer,
Condom Shampoo & Apparels if it is consideringto
diversify.



Majority of the respondents associate Pepsi as a brand as
very innovative, thus it would do well tokeep up to that
positioning.



BIBLIOGRAPHY
Books Referred
Marketing Management by Keller & Kotler
Sites
www.brandequity.com www.netmba.com/marketing/
brand
/
equity
www.
brand
coolmarketing.com/
equity
-measure.html