Pepsi goes Fizzy in India

The global cola brand Pepsi has put in its thoughts to fine-tune its global strategies in the Indian market. In an attempt to make the macho appeal of Thumbs-up, PepsiCo India has tweaked the taste of its drink in Andhra Pradesh to match the fizzy taste of Thumbs-up.

This will help Pepsi to grab the market share of the people who opt for fizzier taste in AP. (But what about the people who have already addicted to the less fizzy Pepsi?) The brand is under pressure from its US headquarters to break the Thumbs-up’s market share.

But am not sure if the tweaked taste would be welcomed in other parts of India. As the people of AP prefer more hot and spicy food, it may work out for Pepsi in that region. (I believe that’s the reason why Thumbs-up has 80 plus % market share in AP)

At last Pepsi realized that its Global standards may not work in all the markets and brands have to regionalize their offerings to suit the local tastes just like Mc Donald’s Indianised offerings.