A
Project report
On
A study to understand market acceptability of Pepsi Atom
In partial fulfilment of the requirements of
Master of Management Studies
Conducted by
University of Mumbai
“A study to understand market acceptability of Pepsi Atom”

under the guidance of Prof. Rajesh Vyas in partial fulfillment of the requirement of Masters of Management Studies by University of Mumbai for the academic year 2012 – 2014.

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Prof. Rajesh Vyas
Project Guide

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Prof. Umar Farooq Dr. Kalim Khan
Academic Coordinator Director

EXECUTIVE SUMMARY

The project gives an overview of the Indian soft drink market various players, new entrants etc. The …show more content…

Benefits and proposal included better market for rice, wheat and fruits in Punjab, creation of 25000 jobs in Punjab and 25000 more in other areas. In 1988, government agreed. PepsiCo entered as Lehar Pepsi and by 1991, it was clear that most of its promises were just on paper.

The company did improved the productivity in India, introduced farmers to new technology, established agriculture research centers in Jallowal and Channo (in Punjab) and Nelamangla in Karnataka and invested more capital than promised (by the year 2000, total investment was Rs 18 billion), but the picture on many other aspects was gloomy. The planned operations in Punjab were delayed and as a result, local farmers had to bear a combined loss of Rs. 2.5 Million. Pepsi paid only 0.75 Rs/Kg of Tomato compared to open market price of Rs 2/Kg. Employment was provided to only 783 people as compared to 50,000 promised (although company claimed it to be 26,000 due to direct and indirect operations). It began exporting tea, rice, shrimps, glass bottles, leather products as against fruits and vegetable products. There was an even a show-cause notice to Pepsi by the ministry of commerce. Luckily for PepsiCo, in 1991, the government of India liberated the economy on