Journal of Management Engineering and Information Technology

6

Authors: D.Mathivadhani, Prof. K.Sathya

Need for the study with the economic liberalization in India a number of global companies have been coming forward to invest in India and tapping perhaps and world's biggest growing market. As the floodgates have been opened up for Multinational Companies, the global giant PepsiCo also decided to make an entry into the Indian market. In the peak season, they found themselves short of capacity and having to turn around their trucks faster and faster to slake the greater Indian thirst. With growth rates zooming into the double digits, bottlers have been propelled into expanding capacities. With their big-time plans, the multinationals have changed the face of this business, long dominated by small-time businessmen. If demand continues to increase annually at an average of 20 percent, then volumes could reach one billion cases within ten years. These are ambitious targets and to reach them the cola makers will have to build capacity, infrastructure, make their bottlers more available and more affordable. The study has been conducted to analyses how youth consumers move with PepsiCo products their taste and preference, satisfaction level, promotional strategies used by PepsiCo products to attract youth consumers.