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Research papers

Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key...

Catalogue: Asia Pacific 2008
Authors: Sangeeta Gupta, Ranjan Samanta
Company: PepsiCo
April 9, 2008

Research papers

Billion dollar baby

India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience....

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Madhumita Chakraborty, Sandeep Arora
Companies: PepsiCo, Datamatics Global Services Ltd
April 20, 2010

Research papers


For youth marketers like Pepsi, social media is a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth conversations in channels outside of qualitative...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Authors: Rakesh Kumar, Madhumita Chakraborty
Companies: PepsiCo, KANTAR TNS Malaysia
November 6, 2012

Research papers

Take me home, country roads!

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Arindam Mohanty, Vipul Sachdeva, Zaneta Sebastian
Companies: PepsiCo, Kantar
September 8, 2019


How to adapt product testing to new realities

Gaining a new perspective on how new technology and consumer reality is changing the requirements for product development.

Catalogue: Latin America 2020 - Insights Festival
Author: Nikolai Reynolds
Companies: IPSOS, PepsiCo
October 19, 2020

Research papers

World of shoppers

At a macro level this paper establishes the relationship between 'Culture' and 'Shopping Behaviour'. The paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This...

Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Aruni Ghosh, Maneesh Kaushik
Companies: Nielsen, PepsiCo
March 1, 2011