Pepsico used ________ to enter the Indian market in the early 1980s.
Mega marketing
The question refers to how Pepsico broke into a protected Indian market in the early 1980s, when entry required clearing many governmental and political hurdles, not merely appealing to consumers.
The term for this is mega marketing, a concept popularised by Philip Kotler. Mega marketing is the strategic coordination of economic, psychological, political and public-relations skills to gain the cooperation of a number of parties - governments, regulators, interest groups - in order to enter or operate in a given market. It adds two extra Ps, power and public relations, to the traditional four Ps, and Pepsico's negotiation of approvals and promises (such as agro-research and exports) to enter India is the textbook illustration.
Meta marketing is a broader, more academic notion about extending marketing to non-business fields, not about breaking into a blocked market. Micro marketing operates at the level of individual firms and narrow customer segments, and multistage marketing is not the recognised term for this entry problem. Only mega marketing captures the political-cum-promotional effort involved.
Hence Pepsico used mega marketing to enter the Indian market in the early 1980s.
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