A Project Report on COMPARATIVE ANALYSIS OF MARKETING STRATEGIES AND SALES OF PEPSI AND COKE IN PATNA AREA

SUBMITTED TO

MANAGEMENT PROGRAMME Deptt. of Applied Economics & Commerce Patna University, Patna

In the partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION (Marketing)

2011

Under the supervision of: Dr. Mohammad Alamgir Reader in Commerce Deptt. of A.E. & Commerce Patna University, Patna

Submitted by: Rajnish Kumar Roll No. 53 MBA(Marketing) Session: 2009-11

DEPARTMENT OF APPLIED ECONOMICS AND COMMERCE PATNA UNIVERSITY PATNA-05

CERTIFICATE OF THE SUPERVISOR

This is to certify that Mr. RAJNISH KUMAR, Class Roll No. 53, Session:2009-11, has prepared the project report entitled

COMPARATIVE ANALYSIS OF MARKETING STRATEGIES AND SALES OF

PEPSI AND COKE IN PATNA AREA under my general supervision in the

partial fulfillment of the requirement of the MBA course of the PATNA UNIVERSITY.

Signature of the Supervisor

Mohammad Alamgir Reader in Commerce

Deptt. of A.E. & Commerce, P.U.

ACKNOWLEDGMENT
Success of a person depends upon the steps he takes This humble endeavor bears the imprint of many persons who were in one way or the other helpful in the completion of our report. We would like to take this opportunity to present our vote of thanks to our guide who acted as lighting pillar to enlighten our way through out this study. This study would not have been possible without the kind assistance and guidance of many people who indeed were helpful, cooperative and kind during the entire course of our project. We have tried our best to study COMPARATIVE ANALYSIS OF MARKETING STRATEGIES AND SALES OF PEPSI AND COKE IN PATNA AREA. First and foremost, I express deep sense of gratitude to my honourable professor Dr. B.N.Pandey, Director, Mgt.programme, Deptt. of A.E. & Commerce, P.U., who assigned me the task of completing this Project Work report. In this project we are highly grateful to our honourable supervisor Dr. Md. Alamgir, Reader in Commerce and other faculties of our department for his support and encouragement throughout the project. Besides this we are also thankful to all the respondents, who have cooperated with us in answering our queries and filling the questionnaire.

This project has been a great source of learning and experience.

Submitted By RAJNISH KUMAR

MBA (2009-11), ROLL-53

PATNA UNIVERSITY

PREFACE
Training as we know is essential to supplement to theoretical knowledge with the practical knowledge and to inculcate efficiency. It was observed that due to lack of practical knowledge most of the managers are ineffective in their job. Due to this reason Project Work has been made an integral part of the syllabus of MBA by Patna University. Project Work is considered a major component of the training. Project Work remains incomplete till the report has been presented and/or written. The purpose of Project Work is not well served unless the findings and experiences gained are made known to others. Writing of report is the last step in the Project Work. Thus, the purpose of training and subsequent of report writing is meant both as a mean of gaining first hand experience in the organization and also an academic exercise. In the above mentioned context, an attempt has been made for getting this practical training. The training is done in Patna area. The Project Report, which is prepared after summer training of eight weeks of training period, is here for the partial fulfillment for the award of the degree of MBA (Marketing). The topic COMPARATIVE ANALYSIS OF MARKETING STRATEGIES AND SALES OF PEPSI AND COKE IN PATNA AREA, has been selected to understand the market share and marketing strategies of both the companies in soft drinks market and to understand the effectiveness of the sales and distribution strategy of both the companies in the Mahendru area. Through this study an attempt has been made to understand the strategies regarding sales, promotion, customer satisfaction, placing of these two companies. I would like to express my sincere gratitude to all those persons who directly or indirectly helped me in the preparation of the Project Work report.

RAJNISH KUMAR

CONTENTS
Letter of the Department Certificate of the Supervisor Acknowledgement Preface Particulars
Chapter I: Introduction Introduction of the Study Importance of the Study Objectives of the Study Scope of the Study Research Methodology Hypotheses of the Study Limitations of the Study Chapter II: Introduction to Soft Drink Industry The FMCG Industry in India Beverage Industry in India-A Brief Insight Major Players of Soft Drink Industry

(i) (ii) (iii) (iv) Page Nos.

Chapter III: Organizational Profile Pepsi Company profile Pepsi products Coca-Cola Company Profile Coca-Cola Product Highlights

Chapter IV: Data Collection and its Analysis & Interpretation Interpretation of outlets Interpretation of products Interpretation of sales Interpretation of promotional efforts Chapter V: Conclusion and Suggestions Conclusion Suggestions Annexure: Bibliography Questionnaire