Project Report

ON

A COMPARATIVE STUDY OF
MARKET SHARE OF COCA COLA
AND PEPSI IN MEERUT
Submitted for the partial fulfilment for the award
Of
Bachelor of Business Administration from
Chaudhary Charan Singh University, Meerut
2012-15
Submitted To:
SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under The supervision of: -

Submitted By:-

Mr. RAHUL SHARMA

SAKSHI

CHAUDHARY
(H.O.D, of BBA, Dept )

BBA VI

SEM
Roll No.
3396537

DEPARTMENT OF MANAGEMENT
1

SHANTI INSTITUTE OF TECHNOLOGY MEERUT

BATCH-2012-15

DECLARATION

DECLARATION
I SAKSHI CHAUDHARY, Student of BBA VI Sem hereby declare that
the research report entitled A COMPARATIVE STUDY OF MARKET
SHARE OF COCA COLA AND PEPSI IN MEERUT. is an original
work done by me and has been submitted to Project Guide Mr. Rahul
3

Sharma H.O.D., BBA Department , SIT Meerut, Affiliated to CCS

University, Meerut No Submitted any College / Institute / University in
any form or manner prior to this.

SAKSHI CHAUDHARY
BBA VI SEM
Roll No. 3396537

ACKNOWLEDGEME
NT

ACKNOWLEDGMENT

It is my great pleasure to take this opportunity to

acknowledge the contribution of number of people
who helped me in completing my Research Report
in A COMPARATIVE STUDY OF MARKET SHARE OF COCA
COLA AND PEPSI IN MEERUT.

I am very grateful to My Parents for his guidance and

encouragement for his Kind Cooperation. I would
like to thank Project Guide Mr. Rahul Sharma H.O.D., BBA
Department , SIT Meerut for their excellent guidance in
the making of my project.

Finally I am sincerely thankful to others who have

directly or indirectly helped me in the completion
of the project. I would also like to acknowledge the
support of other members who has helped me to
make this project.

SAKSHI CHAUDHARY

PREFACE

PREFACE

This project report has been prepared towards the partial fulfillment of post
graduate diploma in management.
In summer the consumption of soft drinks is more due to hot weather in this
time chilled water is needed everywhere and every body irrespective of age
difference. In the market peoples not only need water, but they want same
taste too. Here comes the need of soft drinks: it has become an essential part
of market as people like it in addition to the bottles, now days packages of
soft drinks i.e. Tin cans. Pet packs of canisters and dispensers are introduced
to enhance the impact in sales.

TABLE OF CONTENTS
CHAPTER NAME
INTRODUCTION OF THE STUDY

10-11

1. OBJECTIVES OF THE STUDY

12-13

2. COCA-COLA COMPANY

14-15

HISTORY

15-18

VISION/MISSION

19-20

CHAIRMAN,BOARD OF DIRECTOR

21-27

A. CHANNELS OF DISTRIBUTION

28-30

B. PRODUCT PROFILE

31-36

3. PEPSI COMPANY

36-37

A. OVERVIEW OF PEPSI

37-39

B. PEPSI HEADQUARTER

40-47

C. GOALS OF PEPSI

48-53

D. PRODUCT PROFILE

54-57

E.BOARD OF DIRECTORS

58-59

4. COMPARATIVE ADVERTING STRATEGY

60-64

5. MARKETING STRATEGY COMPARISION

65-69

6. RESEARCH METHODOLOGY:
9

i. INTRODUCTION OF RESEARCH METHOD

70-71

ii. RESEARCH PLAN

72-73

iii. ANALYSIS

74-87

7. FINDINGS

88-89

8. CONCLUSION

90-91

9. SUGGESTIONS

92-93

10. LIMITATIONS

94-95

11. BIBLIOGRAPHY

96-97

12. QUESTIONNAIRE

98-102

10

INTRODUCTION OF
STUDY

11

INTRODUCTION
I did market research on the topic of market share of coca cola and channels of
distribution..
Marketing Plays a vital role in today's business scenario, where the FMCG
concern are planning to have an edge over their competitors.
Marketing is a viewpoint, which looks at entire business process as a highly
integrate effort to discover, create and satisfy consumer needs.
The Research work consisted of finding new channels for the promotion of
Coke and promoting its ongoing brands in Meerut. Surveys were carried out
to find the test market and the strategy to be used to enter and sustain that
channel. The various surveys indicated that Meerut City would be a good test
market and also that the standard of living was much diversified. Hence the
strategy for promoting it was developed through some other surveys.

12

OBJECTIVE OF THE
RESEARCH

13

OBJECTIVE OF THE RESEARCH:

The objectives of my study are as follows:

1. To find out the share of Coca-Cola and Pepsi in market.
2. To understand the retailers problem.
3. To know the distribution system of Coca-Cola and Pepsi.
4. To know the consumers response towards the companies.
5. To find out the most preferable brand.
6. To established a suitable channel of distribution between distributor
and consumer.
7. To give better facilities and services to the consumer of Meerut city.

14

COCA
COLA
COMPANY
PROFILE

15

History of Coca-Cola
Birth of a refreshing Idea:John Stryth pemberton first introduced the refreshing coke taste of Coca cola
in Atlanta Georgia. It way may of 1886 when the pharmacist
concocted a caramel colored syrup in a three-legged brass kettle
in this backyard. The first distribute the new product by
carrying Coca Cola in a Jud down the street to Jacobs Pharmacy
for five percents consumers could enjoy & glass of Coca Cola at
the soda function whether we design or accident carbonated
water way termed with new syrup, producing a drink, that was
proclaimed Delicious and refreshing.

Dr. pembertons partner and bookkeeper frank M. Robinson, Suggested the

name and penned Coca Cola in unique following script that is famous
worldwide today. Mr. Robinsan thought, The two Cs would look well in
advertising.
By 1886, sales of Coca Cola averaged nine drinks per day. That first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs
.red has been a distinctive color associated with the No.1 soft drink brand
ever since. For these efforts, Dr. Palmerton grossed $50 and spent $73.96 on
advertising.
16

In 1891, Atlanta entrepreneur. As g. candler had acquired complete owner

ship of the Coca cola business within for his merchandising flair helped
expand consumption of
Coca cola to every state and territory. In 1919, the coca cola way sold to a
group investors for $25million, Robert W.Woodrup become president of the
Coca cola company in 1923, and his more than six decades of leadership
took the business to unrivaled height of commercial success making coca
Cola in institution the world over.

COCA-COLA FIRST BOTTLED

Coca Cola began as a ferntevin product but candy merchant jusepth A.
Biedentrnn of Mississippi was looking for a way to serve this resrashing
beverage at picnics. Tiebegan offering bottled Coca Cola, using syrup
shipped from Atlanta, during an especially, busy summer in 1894.
In 1899, large scale bottling become possible when as concluder granted
exclusive bottling rights to Joseph B. whiter head and Benjamin F. Thomas
of Chattanooga, Jenacessec. The contract markets the beginning of the Coca
Cola Companys unique intendment bottling system that remains the
formations of the company soft drink operations.
Back then, sods a bottle were all very similar and Coca-Cola has many
imitators, which consumers would be unable to identify until they took a sip.

17

The answer way to create a distinct bottle for Coca Cola. As a result the
genuine Coca Cola bottle with the contour shape now known the world way
developed in 1915 by the red Glass Company.

THE BOTTLING SYSTEM

The day Coca Cola reach consumers and customer around the world through
a vast distribution network made up of local bottling companies. These
bottlers are located around the world, and most are independent business.
Using concentrates and beverages bases produced by the Coca Cola
company, our bottling partners package and market products, the distribute
them to more than & million customer and more than 2 million vending
machines around the world.
The Coca Cola Company is committed to assisting its bottlers with the
function of an efficient bottling operation. Quality contract, ministered
constantly by the company is necessary to produce high quality soft drinks.

TRADE MARKS
Our trademarks are our most valuable assets. The trademark Coca-Cola
was registered with the U.S. patent and trademark office in 1893, followed
by Coke in 1945 the unique contour bottle, familiar to consumers every
when, way granted registration is a trademark by the U.S. patent and
trademark office in 1977, in honor a warded

to few other packages. In

1982, the Coca Cola company introduced diet Coke is U.S. consumer
marking the first extension of me companys most precious trademark to
another product later years saw the introduction DP additional products
18

bearing the Coca Cola name which now emcon passes a powerful line of six
Coal products. Today, the worlds favorite soft drink Coca Cola the world
best known and most admired trademark; recognized by more than 90
percent of the world population.

PRODUCT ADVANCEMENT

In 1985, a new Cola emerged from laboratory research. Through internal

evaluation and thousand by blind taste tests, consumer said they preferred it
over both Coca Cola and its primary competition. As a result. In April 1985,
the company proudly introduced the new taster of coke the first change in
the secrete formula since my product way created in 1886.
The launch of Coke with the new taste took place in the United State and
Canada.
Consumer respected with an unprecedented and new famous out pouring of
loyalty and offering for me original formula of Coca-cola returned & CocaCola classic. In 1986, Coca-Cola classic became and still remains, the
nations top-selling soft drink.

19

VISION/MISSION OF
COCA-COLA INDIA
Mission, Vision & Values

20

Our mission, vision and values outline who we are, what we seek to achieve,
and how we want to achieve it. They provide a clear direction for our
Company and help ensure that we are all working toward the same goals.
Everything we do is inspired by our enduring MISSION:
1. Refresh the World...in body, mind, and spirit.
2. To To Inspire Moments of Optimism...through our brands and our
actions.
3. To Create Value and Make a Difference...everywhere we engage.
To achieve sustainable growth, we have established a VISION with clear
goals:1. People: Being a great place to work where people are inspired to be the
best they can be.
2. Planet: Being a responsible global citizen that makes a difference.
3. Portfolio: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy peoples' desires and needs.
4. Partners: Nurturing a winning network of partners and building mutual
loyalty.
5. Profit: Maximizing return to shareowners while being mindful of our
overall responsibilities.
21

CHAIRMAN,
BOARD OF DIRECTORS

22

M UHTAR KEN
Chairman, Board of Director
The Coca-Cola Company
Muhtar Kent is Chairman of the Board and Chief Executive Officer of
The Coca-Cola Company, a position he has held since April 2009.
Previously he was President and Chief Executive Officer and earlier,
President and Chief Operating Officer.
Mr. Kent joined The Coca-Cola Company in Atlanta in 1978, holding a
variety of marketing and operations leadership positions over the
course of his career. In 1985, he became General Manager of CocaCola Turkey and Central Asia. Beginning in 1989, he served as
President of the Company's East Central Europe Division and Senior
Vice President of Coca-ColaInternational, with responsibility for 23
countries.

23

In 1995, Mr. Kent was named Managing Director of CocaCola Amatil-Europe, covering bottling operations in 12 countries. In
1999, he became President and CEO of the Efes

Beverage Group, a diversified beverage company with CocaCola and beer operations across Southeast Europe, Turkey and
Central Asia.
Mr. Kent returned to The Coca-Cola Company in 2005 as President
and Chief Operating
Officer of the Company's North Asia, Eurasia and Middle East Group,
an organization serving a broad and diverse region that included
China, Japan and Russia. Less than a year later, he became
President of Coca-Cola International, leading all of the Company's
operations outside North America.
Mr. Kent holds a Bachelor of Science degree in Economics from the
University of Hull in England and a Master of Science degree in
Administrative Sciences from Cass Business School, City University
London.
Active in the global business community, Mr. Kent is Co-Chair of The
Consumer Goods Forum, Chairman of the International Business
Council of the World Economic Forum, a fellow of the Foreign Policy
Association, a member of the Business Roundtable, a past Chairman
of the U.S.-China Business Council and Chairman Emeritus of the
U.S. ASEAN Business Council. He also is a member of the Eminent
Persons Group for ASEAN, appointed by President Obama and
former Secretary of State Clinton. He serves on the boards of 3M,
Special Olympics International, Ronald McDonald House Charities,
Catalyst and Emory University.

24

Atul Singh
President & CEO , Coca-Cola India
Atul Singh took over as the President & CEO, Coca-Cola India from 1st
September 2005.
Prior to this assignment, Atul Singh was the President of East, Central &
South (ECS) China Division in January 2005. Given the strategic
importance of China, a Division within the greater China Division was
created. ECS China Division consists of Shanghai, the Swire Territories of
China, Hong Kong and Taiwan. Additionally, Atul was also responsible for
the global and strategic Key Customer Relationships for Greater China and
was a member of the Customer Leadership Council.
Prior to his appointment as the President of East, Central and South China
Division, Atul served as Deputy Division President and headed the
Operations group of China Division. Under Atul's leadership, mainland
China operations was among the fastest growing Coca-Cola businesses
worldwide for the past 3 years. Atul started his career in the Coca-Cola
25

system in 1998 as Vice President, Operations of Coca-Cola India Division.

He led the FranchiseOperations and Key Accounts group of the India
Divisionfrom1998to2001.
Atul, holds a MBA degree from Texas Christian University.

26

Muhtar Kent
CHAIRMAN,CHIEF EXECUTIVE OFFICER
The Coca-Cola Company

Herbert A. Allen
President and Chief Executive Officer
(Allen & Company Incorporated)

Ronald W. Allen
Advisory Director, former Chairman of the
Board
.
President and Chief Executive Officer
(Delta Air Lines

27

Barry Diller
Chairman of the Board and
Chief Executive Officer
InterActiveCorp (IAC)

Alexis M. Herman
Chair and Chief Executive Officer
(New Ventures, LLC)

Donald R. Keough
Nonexecutive Chairman of the
Board
(Allen & Company Incorporated and
Allen & Company, LLC)

28

Donald F. McHenry
Distinguished Professor in the
Practice of Diplomacy and
International Affairs
(School of Foreign Service,
Georgetown) University

James D. Robinson
Co Founder and General Partner
RRE Ventures
President
JD Robinson, Inc.

29

CHANNELS OF
DISTRIBUTION

30

CHANNELS OF DISTRIBUTION

OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA

COLA
Company

Manufacturing goods
Distributors

Dealer company

Vehicle

Retailer

Retailer

Consumer

Consumer

31

DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate user. After
manufacturing the product the important work for the is to provide its goods
to its ultimate user at the right time and when manufacturing process is
finished then marketing work will be started by the marketing Department
which adopts the policy for providing goods to the consumer at the right
time and place. Distribution means the way by which the product reach to
the hand of consumer these all process comes under the Distribution of
Network. Good distribution network is essential for more selling and
customer satisfaction. If customer or retailer is not satisfied with your
distribution net work, It reflects that companys Distribution is not good and
some thing is wrong any where.
From the ware house company launch the flavors in the market. The flavor
reach in the market to the retailer by two medium.
1)

By the company vehicle

2)

Dealer

Company vehicle and dealer both provides the flavors to the Retailer.
Retailer sales the flavor to the consumer. This is the good marketing
strategy.

32

PRODUCT
PROFILE

33

PRODUCT PROFILE OF COCA-COLA COMPANY:Coca-Cola Company serves consumers with following product:

COKE :The world's favorite drink. The world's most valuable

brand The most recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
manufacturer, marketer and distributor of non-alcoholic
beverages in the world.
Coca-Cola had signed on various celebrities including movie stars such as
Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern
celebrities like Vijay in the past and today, its brand ambassadors are Aamir
Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

THUMS UP :Strong Cola Taste, Exciting Personality.

Thums Up is a leading carbonated soft drink and most
trusted brand in India. Originally introduced in 1977,
Thums Up was acquired by The Coca-Cola Company
in 1993.
Thums Up is known for its strong, fizzy taste and its
confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the
boys.

34

FANTA:Internationally, Fanta - The 'orange' drink of The Coca-Cola Company,

is seen as one of the favorite drinks since 1940's. Fanta entered the
Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is
identified as The Fun Catalyst.

Fanta advertising over the time has had the highest association with fun and
friends that has reflected through past TV commercials like Masti ka Apna
Taste, Bajao Masti Ki Ghanti to the recent commercials Dil Khol Ke at the
Airport.

LIMCA:Lemoni Limca , the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst
choice, of millions of consumers for over 3 decades.
The brand has been displaying healthy volume growths year on year
and Limca continues to be the leading flavors soft drink in the
country.

35

SPRITE:Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more
than 190
countries.
In India, Sprite was launched in year 1999 and today it has grown to
be one of the fastest growing soft drinks, leading the Clear lime
category.

MAAZA:Maaza was launched in 1976. Here was a drink that offered the same
real taste of fruit juices and was available throughout the year.In 1993,
Maaza was acquired by Coca-Cola India.

Over the years, brand Maaza has become synonymous with Mango. This has
been the result of such successful campaigns like "Taaza Mango,Maaza
Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard
Maaza as wholesome, natural, fun drink which delivers the real experience
of fruit.

36

DIET COKE:looking good and tasting great!

Diet Coke was born in 1982 and quickly became the No. 1 sugarfree drink in diet-conscious America. Known as Diet Coke in the
U.S., Canada, Australia and Great Britain, and as Coca-Cola
light in other countries, it's now the No. 3 soft drink in the world.

SUNFILL:-

Sunfill Anand was launched with the strategy cater to SEC C,

D, E and Rural India. It is a non-sugared concentrate, which
provides one serving at 50 paise only. Anand has also been
launched in a multi-serve pack, which provides 22 glasses
only at Rs. 10.

Sunfill Tarang is targeted at housewives in the high-end grocery segment

keeping in mind the age-old Indian custom of making squashes at home. It is
a non-sugared concentrate and is available in a multi-serve pack, which
makes 18 glasses atRs.15.

37

KINLEY:Water, a thirst quencher that refreshes, a life giving force that washes
all the toxins away. A ritual purifier that cleanses, purifies,
transforms. Water, the most basic need of life, the very sustenance of
life, a celebration of life itself.
Kinley water - Boond Boond Mein Vishvaas!

VANILLA COKE:Vanilla Coke was launched in 2002 in North America and

subsequently in various other markets across the world and met with
immense success. The idea of the refreshment of Coca-Cola with a
hint of Vanilla was found very appealing when tested in India and we
launched Vanilla Coke in April 2004.
brand is available currently in 200 ml RGB/ 300 ml RGB, 500 ml
PET and 330

38

OVERVIEW
OF
PEPSICO

OVERVIEW OF PEPSICO:-

39

PepsiCo is a world leader in convenient foods and beverages, with 2004

revenues of more than $29 billion and 153,000 employees. The company
consists of Frito-Lay North America, PepsiCo Beverages North America,
PepsiCo International and Quaker Foods North America. PepsiCo brands are
available in nearly 200 countries and territories and generate sales at the
retail level of about $78 billion.
Many of PepsiCo's brand names are more than 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through the
merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and
PepsiCo merged with The Quaker Oats Company, including Gatorade, in
2001.
PepsiCo offers product choices to meet a broad variety of needs and
preference -- from fun-for-you items to product choices that contribute to
healthier lifestyles.
PepsiCos mission is To be the world's premier consumer Products
Company focused on convenient foods and beverages. We seek to produce
healthy financial rewards to investors as we provide opportunities for growth
and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for
honesty, fairness and integrity.

SHAREHOLDERS:-

40

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the
Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has
consistently paid cash dividends since the corporation was founded.

CORPORATE CITIZENSHIP:-

At PepsiCo, we believe that as a corporate citizen, we have a responsibility

to contribute to the quality of life in our communities. This philosophy is
expressed in our sustainability vision which states: PepsiCos responsibility
is to continually improve all aspects of the world in which we operate
environment, social, economic -- creating a better tomorrow than today.
Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build
shareholder value by making PepsiCo a truly sustainable company.

41

PEPSICO
HEADQUARTERS

PEPSICO HEADQUARTERS:-

42

PepsiCo World Headquarters is located in Purchase, New York,

approximately 45 minutes from New York City. Edward Durrell Stone, one
of Americas foremost architects, designed the seven-building headquarters
complex. The building occupies 10 acres of a 144-acre complex that
includes the Donald M. Kendall Sculpture Gardens, a world- acclaimed
sculpture collection in a garden setting.
Masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander
Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg focus
the collection of works on major twentieth century art, and features works.
The gardens originally were designed by the world famous garden planner,
Russell Page, and have been extended by Franois Goffinet. The grounds are
open to the public, and a visitor's booth is in operation during the spring and
summer.

43

PEPSICOS SUSTAINABLE ADVANTAGE

Three major sustainable advantages give PepsiCo a competitive edge as we

operate in the global marketplace:
(1) Big, muscular brands;
(2) Proven ability to innovate and create differentiated products; and
(3) Powerful go-to-market systems.
Making it all work are our extraordinarily talented and dedicated people.
When we take these competitive advantages and invest in them with dollars
generated from top-line growth and cost-saving initiatives, we sustain a
value cycle for our shareholders.
In essence, investing in innovation fuels the building of our brands.
This in turn drives top-line growth.
Dollars from that top-line growth are strategically reinvested back into new
products and other innovation, along with cost-savings projects.
Thus, the cycle continues.

FRITO-LAY NORTH AMERICA

44

PepsiCo's snack food operations had their start in 1932 when two separate
events took place. In San Antonio, Texas, Elmer Doolin bought the recipe
for an unknown food product a corn chip and started an entirely new
industry. The product was Fritos brand corn chips, and his firm became the
Frito Company.
That same year in Nashville, Tennessee, Herman W. Lay started a business
distributing potato chips. Mr. Lay later bought the company that supplied
him with product and changed its name to H.W. Lay Company. The Frito
Company and H.W. Lay Company merged in 1961 to become Frito-Lay, Inc.
Major Frito-Lay products include Lays potato chips, Doritos flavored
tortilla chips, Tostitos tortilla chips, Cheetos cheese flavored snacks, Fritos
corn chips, Ruffles potato chips, Rold Gold pretzels, Sun Chips multigrain
snacks, Munchies snack mix, Lays Stax potato crisps, Cracker Jack candy
coated popcorn and Go Snacks. Frito-Lay also sells a variety of branded
dips, Quaker Fruit & Oatmeal bars, Quaker Quakes corn and rice snacks,
Grandmas cookies, nuts and crackers.
Frito-Lay North America includes Canada and the United States

45

PEPSICO BEVERAGES NORTH AMERICA (PBNA)

PepsiCos beverage business was founded 1898 by Caleb Bradham, a New

Bern, North Carolina druggist, who first formulated Pepsi-Cola.
Today, Brand Pepsi is part of a portfolio of beverage brands that includes
carbonated soft drinks, juices and juice drinks, ready-to-drink teas and
coffee drinks, isotonic sports drinks, bottled water and enhanced waters.
PBNA has well known brand such as Mountain Dew, Diet Pepsi, Gatorade,
Tropicana Pure Premium, Aquafina water, Sierra Mist, Mug, Tropicana juice
drinks, Propel, SoBe, Slice, Dole, Tropicana Twister and Tropicana Seasons
Best.
PBNA manufactures and sells concentrate for some of these brands to
licensed bottlers, who sell the branded products to independent distributors
and retailers. PBNA provides advertising, marketing, sales and promotional
support for its brands. This includes some of the world's best-loved and
most-recognized advertising.
In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to selling
ready-to-drink tea brands in the United States. Pepsi-Cola also markets
Frappuccino ready-to-drink coffee through a partnership with Starbucks.
Anthony Rossi as a Florida fruit packaging business founded Tropicana in
1947. In 1954 Rossi pioneered a pasteurization process for orange juice. For
the first time, consumers could enjoy the fresh taste of pure not-fromconcentrate 100% Florida orange juice in a ready-to-serve package. The
46

juice, Tropicana Pure Premium, became the companys flagship product.

PepsiCo acquired Tropicana, including the Dole juice business, in August
1998.

So be became a part of PBNA in 2001. SoBe manufactures and markets an

innovative

line of beverages including fruit blends, energy drinks, dairy-

based drinks, exotic teas and other beverages with herbal ingredients.
A Gatorade thirst quencher sport drink was acquired by The Quaker Oats
Company in 1983 and became a part of PepsiCo with the merger in 2001.
Gatorade is the first isotonic sports drink. Created in 1965 by researchers at
the University of Florida for the school's football team, "The Gators,"
Gatorade is now the world's leading sport's drink.

PEPSICO INTERNATIONAL

47

Pepsi-Cola began selling its products outside the United States and Canada
in the mid-1930s, opening in the United Kingdom in 1936. Operations grew
rapidly beginning in the 1950s. Today, PepsiCo beverages are available in
more than 170 countries and territories. Brands include Aquafina, Gatorade
and Tropicana.
In addition to brands marketed in the United States, PepsiCo International
brands include Mirinda, Seven-Up and many local brands.
PepsiCo began its international snack food operations in 1966. Today,
products are available in nearly 170 countries. Often PepsiCo snack food
products are known by local names. These names include Gamesa and
Sabritas in Mexico, Walkers in the United Kingdom, Simths in Australia,
Matutano in Spain, Elma Chips in Brazil, and others. The company markets
Frito-Lay brands on a global level, and introduces unique products for local
tastes.

QUAKER FOODS NORTH AMERICA

The Quaker Oats Company was formed in 1901 when several American
pioneers in oat milling came together to incorporate. In Ravenna, Ohio,
Henry D. Seymour and William Heston had established the Quaker Mill
Company. The figure of a man in Quaker clothes became the first registered
trademark for breakfast cereal and remains the hallmark for Quaker Oats
today.

48

In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner,
George Douglas, operated the largest cereal mill of the time. Ferdinand
Schumacher, known as "The Oatmeal King," had founded German Mills
American Oatmeal Company in 1856.
Combining The Quaker Mill Company with the Stuart and Schumacher
businesses brought together the top oats milling expertise in the country as
The Quaker Oats Company.
The first major acquisition of the company was Aunt Jemima Mills
Company in 1926, which is today the leading manufacturer of pancake
mixes and syrup. Gatorade was acquired in 1983.
In 1986, The Quaker Oats Company acquired the Golden Grain Company,
producers of Rice-A-Roni. PepsiCo merged with The Quaker Oats Company
in 2001.

49

GOAL OF PEPSI

50

OUR GOAL[-]
Our goal is to offer consumers a range of products that deliver great taste,
nutritional value, convenience and affordability. We are committed to
playing a responsible role in health and wellness by encouraging people to
adopt healthy, active lifestyles beginning with the products we offer.
We have world-class scientists singularly focused on science-based nutrition
standards and guidance when developing food and beverage products in
order to positively impact health. Our state-of-the-art research and
development facilities ensure that we're leveraging our talent and operational
capabilities.
We continue to make great strides in transforming our portfolio of products
to meet consumers' needs by:

Introducing new food and beverage products that offer nutrition

benefits and reduced portion sizes

Reformulating some of our existing products to reduce nutrients of

concern including fat, saturated fat, sodium and added sugars

Adding whole grains, fiber, fruit, vegetables, key vitamins and

minerals

We believe it is our responsibility to understand the diet and nutrition needs

of populations around the globe, in order to reduce the risk of chronic
diseases associated with poor diets. This includes heart disease, diabetes and
obesity. While there's a lot of debate about different solutions to obesity, we
believe a key solution to maintaining a healthy weight is energy balance
the balance between calories consumed and calories burned through activity.
51

We believe the way to make a difference is through comprehensive, multifaceted efforts that involve tapping the expertise of many external partners
and working both sides of the energy balance equation.
In addition, we want to make smart choices easier for consumers by
providing a wide variety of healthful food and beverage products with easyto-understand nutrition labeling.
At PepsiCo, we actively lead and engage in key private-public partnerships
to increase our understanding of nutrition and health, deliver real
improvement in our products, encourage responsible marketing practices and
support programs that motivate consumers to adopt healthier, more active
lifestyles.
By doing this, we believe we can help consumers make the choices they
want and live healthy lives.

OUR PORTFOLIO[-]
We are proud to offer a wide variety of great-tasting foods and beverages
that deliver enjoyment as well as nutrition, convenience and affordability.
We are continually transforming our portfolio of products to keep up with
growing demand for healthier choices through:

New Products and Approaches

Reformulation of Existing Products

Strategic Acquisitions

52

EXPANDING PEPSICOS GLOBAL R&D NETWORK[-]

We're expanding our global research and development capability under the
leadership of one of the world's leading endocrinologists and other experts in
science, nutrition and health policy. This move brings a new level of
expertise and focus to our efforts to develop products that address consumer
cultural tastes and food preferences with the right nutrition and functional
benefits.
With increased research capability and investment, the global R&D team
will establish priorities and standards of practice for longer term research,
nutrition, food safety, regulatory, and health policy.
Today, there are eight regional research centers worldwide focused on
leveraging nutrition science, knowledge, and insight to develop convenience
foods and beverages that can improve the overall diet and positively impact
health. The centers are located in Leicester, U.K.; Monterrey, Mexico;
Mexico City, Mexico; Shanghai, China; New Delhi, India; Valhalla, NY;
Plano, TX and Barrington, IL.
In addition, we're broadening our innovation efforts through the formation of
a variety of new research partnerships with leading universities and other
institutions including Yale University, Newcastle University, Dresden
University, Westfalische Wilhelms-Universitat Munster, Monell Chemical
Senses Center, University of Texas and The New York Academy of Sciences,
among others.

53

BETTER CHOICES WITH NUTRITION LABELING[-]

We care about the health of the consumers who enjoy our products and we
want to help them by making the healthful food choice an easier choice.
Since its 2004 launch, our Smart Spot symbol has made it easier for
consumers to identify PepsiCo products that contribute to a healthier
lifestyle in the U.S. The Smart Spot symbol the symbol of Smart Choices
Made Easy is a simple labeling system that explains why each product is a
smart choice. It is the only industry symbol that meets nutrition criteria
based on authoritative statements from the U.S. Food and Drug
Administration and the National Academy of Sciences.
Products that carry the Smart Spot label:

Contain at least 10% of the Daily Value of a target nutrient (i.e.

protein, fiber, calcium, iron, vitamin A, vitamin C) and meet limits for
fat, saturated fat, trans fat, cholesterol, sodium and added sugar, and/or

Are formulated to have specific health or wellness benefits, and/or

Are reduced in calories or nutrients such as fat, sodium or sugar

For more information, visit www.smartspot.com.

54

HEALTH AND WELLNESS PROGRAMES[-]

We believe tackling the problem of obesity requires a holistic approach,
which is why we support programs that promote active lifestyles, as well as
proper diet and nutrition.

ADDRESSING MALNUTRITION[-]
In countries where malnutrition is a serious issue, we offer products directly
aimed at addressing chronic hunger. In addition, we have announced our
intent to launch a pilot program focusing on chronic hunger that will directly
deliver the Millennium Development Goal to eradicate extreme poverty and
hunger by 2015.
We are working toward developing nutritious fortified products to reduce
hunger in select developing countries, particularly in India, South Africa,
and in time, Nigeria.
PepsiCo is among eight leading food and beverage companies to sign the
"Global Commitment to Action on the Global Strategy on Diet, Physical
Activity and Health", a commitment addressed to the World Health
Organization.
The five key global commitments to action include:

55

PRODUCT PROFILE OF
PEPSI

56

PRODUCT PROFILE OF PEPSI

PepsiCo is manufacturing many brands of soft drinks to satisfy the need of
consumers, each brands has its own flavor and taste because different brands
are liked by different segments of customers.

PEPSI

PEPSI AHA

DEW

MIRINDA ORANGE

57

 MIRINDA LEMON

SLICE

AQUAFINA

7-UP
(The eight brands are different in taste, flavor and in their color.)

PEPSI:
Pepsi is considered a cola drinks; it is generally preferred by all segments of
consumers. This is a cash cow brand for the company in the terms of sales
revenue.

PEPSI AHA:
Pepsi foods pvt. Ltd. Launched PEPSI AHAa new cola with a hint of
lemon, here on 5th April. The new variants will be available across
the state I 300ml and bottles and also in PET bottles.

58

DEW:
DEW is considered a lemon drink it is generally preferred by all segment of
consumers. This is a cash cow brand for company in terms of sales revenue.

MIRINDA LEMON AND ORANGE:

Mirinda is coming in both flavors orange and lemon. Its apple flavor was
launched in before previous year. However the brand fails to make in the
market and wiped away from the canvas. Children and women generally
prefer Mirinda. It also generates good sales revenue for the company.

7-UP:
7-UP has a lemony taste. It comes under the category of clear lemon. It has
no color and is preferred by all segments of consumers. Company is trying
hard to establish it Indian it still has to yield good sales revenue.

SLICE
SLICE is considered juicy soft drink because it contains mango pulp. This
soft drink is preferred by different segments of consumers in different
proportions.

59

AQAFINA
Pepsi Company introduced package drinking water along with its soft
drinks. Aquafina found very good acceptability in the Indian market a
having about 20% market share of drinking water.

BOARD OF DIRECTORS
Alberto Weisser
Chairman and Chief Executive Officer,
Bunge Limited
56. Elected 2011.

Shona L. Brown
Senior Vice President, Google.org of Google Inc.
46. Elected 2009.

James J. Schiro

60

Former Chief Executive Officer, Zurich Financial

Services 66. Elected 2003.Presiding Director

Sharon Percy Rockefeller

President and Chief Executive Officer, WETA Public
Radio and Television Stations
67. Elected 1986.

61

COMPRATIVE
ADVERTISING
STRATAGIES

62

COMPRATIVE ADVERTISING STRATAGIES FOR

COKE-PEPSI

Cola market watchers are not asking for their money back. Neither they
short nor metaphors. The whale has enough of the little dolphin swimming
around it, taping nudging and poking it in belly. It is time to turn around and
lash its tail down hard enough to sand tidal wavers to Antarctica.
Four and half years after if reentered itself for a direct battle to west cricket
fans away from Pepsi.
Broadly Pepsi is still a cool new generation drink. And coke is still a passion
player; the difference is that cricket is among the passing campaign (the
other includes movies and music). Now, the new generation likes cricket so
Pepsi is there. Tapping the cricket, so Pepsi is here tapping the cricket,
obsessions man to young people, so coke is their clash.
One could see it brewing when Pepsi did it then Ga-9 BA 0 to all thins
official in the 1999 WORLD CUP. Cricketers were not official, the were
loving creatures that drunk Pepsi, spontaneously.
Cup sponsor Coke was left serving it Cola official and refreshing bats, balls
and bails on TV screens. For four years Shankar Ranjan, V.P. and client
service Director, HAT, which handles Pepsi, we have been using cricket to
define the high and low people. Pepsi spot in 1994 features Kapil Devs
mother talking about him.

63

Since then, Pepsi has built youth spontaneity and irreverence as essential
elements of the brand personality.
Sachin smashing a wide screen, Azahar swiping a Pepsi, it has been an off
the field sitcom of sorts.
Coca-Cola association without cricket started with the mast spot, did well it
enhance countryside nostalgia and old consumers. However the Pepsi crowd
was the Pepsi.While its well known COBO Co. owned bottling operations
and FOBO (Franchisee owned bottling operations network cover most of the
country adequately, if is the way in which Pepsi Co. India strength its
marketing that gives an edge. Every member of its sales team is
Meticulously taught the merchandising and display skill that can leverage.
The erase of the Co. bottling network to achieve high visibility for the
product. Thus Pepsi Co. India has used its 8 years to develop a relationship
worth its bottles that enables it top working tandem with them. Pepsi setting
snd marketing approach has become Cola centic, Rishi explain that their
strategy has been to keep rise with the market growth rate in Colas but
toemerge as the definite Cola, they has to put their might behind brand
Pepsi.
Pepsi also has no intention if loosing its grip on teenagers, Miinda is
primarily targeted at pre teens globally Mirinda is Pepsis father rising
brand, with doubles digital sales growth for the five years. Pepsi will
continue to be a major sponsor of the sports. The Pepsi Asia cup the Deodhar
Trophy and one day series in India.
The Co. also sponsors the 16 Crickets tournaments and is trying the idea
moving into sports the Nehru golden cup championship.
Pepsi is playing on strategic alliance with small players. In May,1994
reasonal warrior duke and suns surrendered its 15% market share in
Mumbai to Pepsi, just what does a Co. do when its acquired brand overlap
64

with its own? The obvious answer: Kill ths weaker brand, the brand which
could have provided a shield however is ignored as the Co. feels that it will
dilute its thurst and confuse consumer by concentrating on more than one
brand at a time. While the principal of focus may support such a strategy the
market alarm does not.
After the World Cup Cricket emerged as greater heroes and Pepsi
loyalists.Coke shifted its accounted mccann-ericon to chaitra leo burnett,
and washout with and asking babbling cricket enthusiastic in the stands to
cool down with Coke garbled and unexciting, it did nothing.
Coke was down but not. Pepsi stuck with generation-next. It had Rahul
Dravid with advice on concentration, Gotta keep a cool head, he say
playhard to get with girls says the visuals. Even Saurav Ganguly whom
Coke signed on in a sudden departure from its earstwhile no Celebes
principal.
Whatever the message, the Coca-Cola co. decided enough was enough and
swings right back with Thums Ups rejoinder to Pepsi spoof has a couple of
money going through the same eating and sleeping routine. Do not is a
bander, taste the thunder, it says so. To make sure no one misses the point, a
monkey appears with a generations cost T-shirt. Continuing the often save
Thums Up net, as has this lost Monkey-pinching crate of soft drinks from a
Sardarjis Truck.

The surprise is that Coke, the saint has also joined the farce. It spends ad
features Saurav Ganguly and Javagal Srinath with heading saying, Chalo
kaharaya and a punch line saying that Saurav and Srinath gobble batsman,
no bats.

65

The consumers love movement of it. But who is winning? Coke is new
aggressive stance has scored ponts on sheer decibel levels, but as a co.
spokesperson says, the strategy is to build the brand as a passion in life, just
as a cricket is this arent happening. This is interesting in itself, says an ad
man in Delhi however, there Is lack of flow in it? When you say only coke
you restrict the impact. You cannot impose water wrights compartment or
appear to dictate terms to the consumer.
Coke is contrast seems to be a caught between the voices of authority
generation of past and the discipline whos that generation next? Coke has
still to define the personlality for itself. If it is going straight for the cricket
obsessed this provides the basis for unlimited audience segmentation
But it is just a basic that is all, it dpoes not win the brand love any more rthe
compaign sound too much like amedia plan. While the coke reflect theb
brand commitment, the visual do not do any thing to stike a wavelength with
the target Consumer. In other words, cricket being a common area of interest
is not sufficient ground for relationship. More ever its need not to be the
pepsi Kind of brand brotherhood. Neither it be funky, funny or frivolous.
This is challenge for coke.

66

MARKETING
STRATEGIES
COMPARISION

67

MARKETING STRATEGIES COMPARISION

Coca-Cola and PepsiCo Marketing Strategies and Packaging Choices Result

in Doubling Bottle and Can Waste NEW YORK (April 17, 2002) -Marketing strategies and packaging choices used by The Coca-Cola
Company and PepsiCo, Inc. led to a doubling of soft drink bottle and can
waste between 1992 and the year 2000, the Container Recycling Institute
said this morning in a news conference at Madison Square Garden.
Soft drink container waste increased from 18 billion in 1992 to 36 billion
Coke and Pepsi bottles and cans in 2000, according to the Container
Recycling Institute.
"Coke and Pepsi marketing strategies have increased beverage sales and
profits, at the expense of taxpayers and the environment. Every year for the
last decade, local government and taxpayers have been forced to pay higher
taxes and fees for waste disposal, litter pickup and recycling costs because
of corporate decisions by Coke and Pepsi," the Container Recycling
Institute's Executive Director, Pat Franklin said.
Franklin spoke to environmental and recycling leaders gathered outside the
Coca-Cola annual shareholder meeting at Madison Square Garden. Standing
before a 25-foot high inflated model plastic Coke bottle, she addressed
68

activists who want to expand the successful New York State 'bottle bill' law
to place a refundable deposit on bottled water, teas, juices and sport drinks.
"Coca-Cola sells a much wider range of beverages than when the bottle bill
laws in New York and 9 other states were passed. Billions of these beverage
containers aren't covered by deposits and most of the containers are being
wasted," Franklin said.
"Coke classic is sold in containers with a 5-cent deposit and has about a 70%
recycling rate in New York. But the fastest growing segments of the
beverage market for Coca-Cola are bottled water, sports drinks, juices and
teas that aren't covered by deposits, and the recycling rates for these
beverages are less than 20 percent," Franklin said.

In the last decade, Coca-Cola and PepsiCo committed to marketing singleserving beverages purchased and consumed away from home, and away
from convenient recycling opportunities. Sales of these beverages target
younger and younger people, with schools and universities being one highly
competitive marketplace for Coke and Pepsi exclusive marketing
agreements.
"Unfortunately, neither Coke nor Pepsi have made serious efforts to address
the growing waste problem resulting from increases in away from home
consumption. In New York's fast-paced business and tourist industries, an
expanded bottle bill would increase recycling at virtually no cost to
taxpayers," Franklin said.

69

"Mayor Bloomberg and the state of New York are hard-pressed financially in
the wake of 9/11 and the recession, as they seek to provide essential
services. An expanded deposit law would place the responsibility for litter
reduction and recycling squarely on the shoulders of those who make and
profit from these beverages," Franklin said.
Packaging decisions by Coca-Cola and Pepsi are increasing waste and
increases recycling costs in thousands of communities across the nation. "As
Coke and Pepsi have used more plastic bottles to increase profits, plastic
bottle waste has exploded across the United States," CRI Senior Policy
Analyst Lance King said in a separate interview with reporters.
"Waste from custom PET plastic bottles used for water, juice, sports drinks
and other non-carbonated beverages increased 400 percent between 1992
and 1998. The problem continues to grow worse year by year, as sales of
plastic bottles increased 10 times faster than recycling over the last decade,"
King said.
"Worst of all from a public policy perspective, Coke and Pepsi have fought
bottle bill deposit laws for more than thirty years -- even though bottle bills
are the most effective litter reduction and recycling law. The ten states with
deposit laws, including New York, recycle more beverage containers than
the other 40 states put together," Franklin said.
This finding emerged from a new beverage container recycling study
commissioned by Businesses and Environmentalists Allied for Recycling
(BEAR), a project of Global Green USA.

70

"While it was encouraging that The Coca-Cola Company participated in

BEAR's Multi-Stakeholder Recovery Project, the company withdrew before
presenting a plan to increase recycling. BEAR and the shareholder
resolutions focus on achieving an 80 percent national recycling rate, which
is a goal already achieved in most deposit states," Franklin said.
"Coca-Cola's Board of Directors needs to understand that pressure from
shareholders, environmental groups and public officials will increase until
the company takes responsibility for its waste," said Franklin.

71

INTRODUCTION
OF
RESEARCH
METHODLOGY

72

INTRODUCTION OF RESEARCH METHODLOGY

Research methodology is a way to systematically solve the
research problem. It may be understood as a science of studying how
research is done scientifically. In it we study the various steps that are
generally adopted by a researcher in studying his research problem along
with the logic behind them. It is necessary for the researcher to know not
only the research methods/techniques but also the methodology.
In research methodology we not only discuss the research methods
but also consider the logic behind the methods we use in the context of our
research study and explain why we are using a particular method or
technique and why we are not using others. When we study research
methodology concerning a research problem or study, a number of questions
are answered, such as:

Why a research study has been undertaken,

How the research problem has been defined,
In what the hypothesis has been formulated,
What data have been collected and what particular method has been
adopted,
73

 Why particular technique of analyzing data has been used,

RESEARCH PLAN

74

RESEARCH PLAN

Research methology for the present study can by divided as:

1. UNIVERSE:
Finite
2. SAMPLING UNIT:

Existing customer who prefer coke & Pepsi

3. SOURCE LIST:

Primary data

Secondary data

4. SIZE OF A SAMPLE:

The survey was conducted of 100 respondents

5. SAMPLING DESIGN:

100 Random Sampling

6. REGION

Meerut

7. RESEARCH DESIGN

75

Descriptive Research Design

ANALYSIS

The only presence of the two giant companies doesnt mean absence of
competition rather a neck-to-neck competition; a dual of strategy and
counter strategy is all time present to capture a greater market share. For
extracting the total strength, two companies have a wide variety of soft
drink.
1. Present share of your outlet: Coke & Pepsi

76

INTERPRETATION:- As well as this chart is concern there are high share of coke
because the demand of coke is high in comparison of Pepsi.

Different flavor and different packs are available from both the
companies. Let us take a glimpse of the different flavor available for
both the company.

Flavour
Cola
Clear Lemon
Cloudy Lemon
Orange
Fruit Juice
Soda
Water

Coca-cola
Thums-Up, Coke
Sprite
Limca
Fanta
Maaza
Kinley
Kinley

77

Pepsi
Pepsi
Mountain Dew, 7-Up
Lemon Mirinda
Mirinda
Slice
Everess
Aquafina

DEMAND OF COLA FLAVOUR

For cola flavour coca-cola has two products coke and Thums-UP and Pepsi
percentage in shown below.

Flavor

Company

Cola

Coca-Cola
Pepsi

Product

Demand in %

Thums-UP

35

Coke

25

Pepsi

It is represented by the following pie chart.

78

40

DEMAND OF ORANGE FLAVOUR

For orange flavour coca-cola has the product name is Fanta and Pepsi
has the product range is Mirinda.

Flavor

Company

Product

Orange

Coca-Cola

Fanta

60

Mirinda

40

Pepsi

Demand in %

It is represented by the following pie chart.

79

DEMAND OF CLOUDY LEMON FLAVOUR

Coca-cola has the most popular product limca in cloudy lemon flavour and
Pepsi has Lemon Mirinda.
The relative demand is shown in the following table.

Flavour
Cloudy Lemon

Company

Product

Coca-Cola

Limca

Pepsi

Demand in %

Lemon Mirinda

It is represented by the following pie chart.

80

80
20

DEMAND OF CLEAR LEMON FLAVOUR

IN clear lemon coca cola has sprite, Pepsi has two products. products in this
are 7-up and Mountain Dew.
The relative demand is shown in the following table.

Flavour

Company

Product

Demand in

%
Clear Lemon

Coca-Cola

Sprite

Pepsi

Mountain Dew

35

7-Up

20

It is represented by the following pie chart.

81

45

DEMAND OF FRUIT
JUICE
In fruit juice Coca-Cola product is Maaza and Pepsi
product is Slice. The demand of percentage is shown
below: The relative demand is shown in the following table.
Flavour
Company
Product
Demand
in %
Fruit _Juice Coca-Cola
Maaza
80

DEMAND OF FRUIT JUICE

In fruit juice Coca-Cola product is Maaza and Pepsi product is Slice. The
demand of percentage is shown below: The relative demand is shown in the following table.

Flavour

Company

Product

Demand in %

Fruit _Juice

Coca-Cola

Maaza

80

Pepsi

Slice

20

82

It is represented by the following pie chart

83

DEMAND OF SODA
Coca-Cola has the product Kinley in Soda and Pepsi has Evress. The
demand of % is shown below: -

Flavour

Company

Product

Demand in %

Soda

Coca-Cola

Kinley

45

Pepsi

Evress

55

It is represented by the following pie chart.

84

DEMAND OF WATER
And the final and lost product from Coca-Cola is water KINLEY and the
PEPSI is Aquafina. The demand of percentage is shown below: -

Flavour
Water

Company

Product

Coca-Cola
Pepsi

Demand in %

KINLEY

40

AQUAFINA

60

It is represented by the following pie chart.

85

DEMAND OF VARIOUS PACKS OF COCA-COLA

PACK

DEMAND IN %

200 ML
250/300ML
500 ML
1 Litre
1.5 Litre
2 Litre

40%
30%
12%
3%
5%
10%

86

DEMAND OF COCA-COLA AND PEPSI IN VARIOUS

CUSTOMER GROUP
On the basis of survey and with the help of questionnaire. The demand of
coca-cola and Pepsi in various customer groups is presented in the following
table:-

Customer

Company

MALE

COCA-COLA

65

PEPSI

35

COCA-COLA

70

PEPSI

30

FEMALE

CHILDREN

COCA-COLA
PEPSI

Demand of %

70
30

87

DEMAND OF MALE CUSTOMER

(%) of demand for maleCOKE- 65%
PEPSI- 35%

88

DEMAND OF FEMALE CUSTOMER GROUP

The following chart represents the demand of Female customer group: COKE- 70%
PEPSI- 30%

89

DEMAND OF CHIILDREN CUSTOMER GROUP

The demand of children customer group is represented by the following Pie
Chart:
COKE- 70%
PEPSI- 30%

90

FINDINGS

91

FINDINGS

According to the analysis the share of coca cola is 62% and the
share of Pepsi is 38%.in Meerut
From the analysis it is concluded that supply is the main retailers
problem.
According to the analysis 64% of retailers are satisfied from the
distribution of Coca Cola and the remaining 36% of retailers are
left towards Pepsi.

According to the analysis it is conclude that Customers are

always prefer the taste in comparison of packaging and the
Availability.

92

CONCLUSION

93

CONCLUSION
From the analysis of the data, it can be concluded that the market
share of Coca-Cola is more than the market share of Pepsi. So it
shows that the demand of Coca-Colas product is more with the
comparison of Pepsi product.
Supply of various flavors is not adequate. Flavor likes Limca and
Maaza have a high customer demand, but their supply is irregular.
Competitors are taking advantage of this thing.
Replacement procedure of faulty bottles is very low. It promotes
retailers dissatisfaction.
It can be noticed that the company has spent a lot on its advertising
and sales promotion, its sales are better. The only thing that is lacking
to some extent is service. So by enhancing the quality of service and
also by modifying some of the routes of distribution, the company can
gain more turnovers from the market what the company just doing is
just concentrating on increasing the sales without bothering the
relationship with the retailers. So, instead of relying on volume of
sales, the company should try to build a long-lasting relationship with
the retailers.

94

SUGGESTIONS

95

SUGGESTIONS:

After doing this project research I find myself able to suggest to Pepsi
and Coca-Cola to boost up the availability of their brands:
Supervision of the routes should be improved, because many shops in
a route are neglected for couple of days.
Replacement to be done on time.
The scheme must be communicate properly to the retailers, so that
they are better equipped to handle the quarries of the consumers.

There should be proper survey of market and handling the queries of

retailers by customer executive.

96

LIMITATIONS

97

LIMITATIONS

1. The first problem I faced is in getting the co-operation from the

customers.

2. The second problem faced by me was in getting the required secondary

data, sorting them, photocopying and organizing them according to my need.

3. The retailers due to confidential reason did not give some data.

4. The survey is restricted to only a limited area in Meerut.

98

BIBLIOGRAPHY

99

BIBLIOGRAPHY
Consulted Books
Research Methodology by C.R. Kothari.
Marketing management by Philip Kotler(published by Dorling
Kindersley India Pvt.Ltd).
Marketing management by Rajan Saxena (Published by Tata
McGraw Hill).
Marketing Research theory & Practice by V.V. Bellur (Published
by Himalaya publishing house)
Marketing Research by Sangeeta Agrawal(Published by Abhinav
publishing Industries

Journals
Indian journal of marketing.
Journal of marketing & Communication.
ICFI Journal of marketing management.

Website
100

 www.cocacola.com
www.pepsico.com
www.google.com

QUESTIONNAIRE

101

QUESTIONNAIRE FOR RETAILERS

Name of the outlet:Address:Contact Person with Phone Number:1. Present share of your outlet:- a)Coca Cola

b)Pepsi

2. Customer Demand of Flavors-wise:-

Flavour

Coca-Cola

Pepsi

Cola

Thums Up

Pepsi

Orange

Fanta

Mirinda

Cloudy Lemon

Limca

Lemon Mirinda

Clear Lemon

Sprite

7-U M.Dew

Mango

Maaza

Slice

Soda

Kinley

Everress

Water

Kinley

Aquafina

102

3.What are the demands of various packs of Coca Cola & Pepsi ?

PACK

DEMANDS IN %

200ml.
250/300ml.
500ml.
1000ml.
1500ml.
2000ml.
4. Demand of different customer group:-

Group

Coke

Pepsi

Male
Female
Children

5. Satisfaction about Supply:

COKE

103

PEPSI

QUESTIONNAIRE FOR CONSUMERS:Name of the Person:Address:Contact Person with Phone Number:1. Do you consume cold drink?
(a) Yes

(b) no

2. Which flavor do you prefer?

(a) Cola

(b) Lemon

(c) Orange

(d) Mango
3. Which is your most preferred brand?
(a) Pepsi

(b) Coke

(c) Thumps up

(d) Limca

(e) Maaza

(f) Slice

(g) Dew

(h) other

4. Which is your most alternative preferred brand?

(a) Pepsi

(b) Coke

(c) Thumps Up

(d) Limca

(e) Maaza

(f) Slice

(g) Dew

(h) other

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5. Which SKU do you prefers?

(a)200ml

(b)250ml

(d)1ltr. Pet

(e) 2ltr. Pet

(c)300ml

6. Which alternative SKU do you prefers?

(a)200ml

(b)250ml

(d)1ltr. Pet

(e) 2ltr. Pet

(c)300ml

7. Please grade them

a. Availability
b. Packaging
c.Taste

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