Competition Between Pepsico and Coca Cola Brands

Competition Between PepsiCo and Coca Cola brands
CONTENTS - Executive Summary - Introduction - Literature review - Purpose of t e study - Scope of t e study - Ob!ectives
E"EC#TI$E S#%%&'(
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Babasabpatilfreepptmba.com
The soft drinks and beverages can be said to be as old as a civilization of man. Soft drinks are known as refresher and man need to refresh him self in the time of his thirst, fatigue & dullness. The conventional Indian soft drink pattern includes emon !uice. "utter milk, lassi etc. #ith entr$ of "ritish India got westernized and s$nthetic soft drinks, which were part of the dominant life st$le of the western world came flooding into India. The present %orporate &'posure and earning was done in (ectar "everages )vt. . td, which is *ranchise +wned "ottling +peration ,*+"+- division. In this report Section )/ 0eals with Industr$ profile, %ompan$ profile and )roduct profile of the compan$. Section */ 0eals with %ompetitive position and %onsumption pattern of consumer on lemon flavour soft drinks in "elgaum cit$. 1esearch is done through personal interview with 2uestionnaire for both retailer and consumers and found that 34) has good market potential as compared to Sprite and consumers prefer this brand because of taste and refreshing and the$ e'pect some more improved taste so that it can compete more with Sprite.
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Competition Between PepsiCo and Coca Cola brands to the water, the result is a great taste, but slightl$ boring beverage. (ow, the bottler brings it to life b$ adding carbon dio'ide, a tasteless, odorless, natural gas, with a machine called a carbonator. The government has adopted liberalized policies for the soft drink trade to give the industr$ a boost and promote the Indian brands internationall$. 6lthough the import and manufacture of international
Introduction
1etailer and %ustomer Surve$ is to be done for comparative stud$ between 34) & Sprit. The areas selected in "elgaum cit$ are 7adagaon,, 8indwadi, 0eshmukh 1oad, Tilakwadi ,%amp area, 9irloskar 1oad, %ollege road, (eharu (agar, "ustand 6rea, Shivbasava (agar. (ecessit$ is the mother of invention. )epsi %o. was founded in 1:;<. ate Shri
=odhubab Timblo, prominent industriousl$ & business entrepreneur of >oa, found that the soft drinks in northern part of 9arnataka are being supplied from out side the State. 8ence he found the need of producing soft drinks for people of 9arnataka from the land of 9arnataka and from the water of 9arnataka itself. 6ccordingl$ the dream of modern manufacturing plant came into realit$ in 1:?@ and (ectar beverages )vt. td., a beverage plant was commissioned on the our skirts of 0harwad, on the (.8.(o.@.
(ectar "everages, belongs to big house of >oa, under the banner of *omento >roup. The group deals in 8otel, Soft drinks, and 1AAB &.+. 4s of =ining in >oa, 9arnataka & 6ndhra, thus believes in professionalism and promoting ownership among its entire people. 6ll C
Competition Between PepsiCo and Coca Cola brands emplo$ees work as partners in progress and growth of the compan$. (ectar "everages is headed b$ =r. )rashant Timblo, the ideal son of the illustrious father late =r. =odhubab. (ectar "everages has carved a special niche in the map of soft drinks in the countr$ thus en!o$s the highest reputation in the soft drinks market of 2ualit$ products of international brand such as )epsi, 3 4p, =irinda ,+range-, =irinda , emon-, &vervess Soda, Slice, & =ountain 0ew etc. 4tmost care is being taken from the beginning of collection of the raw water till it turns into a sophisticated flavour drink.
Literature 'eview
)epsi%o is a world leader in convenient foods and beverages, with 5AA< revenues of more than D5: billion and 1<C,AAA emplo$ees. The compan$ consists of *rito- a$ (orth 6merica, )epsi%o "everages (orth 6merica, )epsi%o International and Euaker *oods (orth 6merica. )epsi%o brands are available in nearl$ 5AA countries and territories and generate sales at the retail level of about D3? billion. =an$ of )epsi%oFs brand names are more than 1AA-$ears-old, but the corporation is relativel$ $oung. )epsi%o was founded in 1:;< through the merger of )epsi-%ola and *rito- a$. Tropicana was ac2uired in 1::? and )epsi%o merged with The Euaker +ats %ompan$, including >atorade, in 5AA1. )epsi%o offers product choices to meet a broad variet$ of needs and preference -- from fun-for-$ou items to product choices that contribute to healthier lifest$les.
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Competition Between PepsiCo and Coca Cola brands )epsi%oGs mission is HTo be the worldFs premier consumer )roducts %ompan$ focused on convenient foods and beverages. #e seek to produce health$ financial rewards to investors as we provide opportunities for growth and enrichment to our emplo$ees, our business partners and the communities in which we operate. 6nd in ever$thing we do, we strive for honest$, fairness and integrit$.I
S+&'E+OL,E'S
)epsi%o ,s$mbol/ )&)- shares are traded principall$ on the (ew Jork Stock &'change in the 4nited States. The compan$ is also listed on the 6msterdam, %hicago, Swiss and Tok$o stock e'changes. )epsi%o has consistentl$ paid cash dividends since the corporation was founded.
CO'PO'&TE CITI-ENS+IP
6t )epsi%o, we believe that as a corporate citizen, we have a responsibilit$ to contribute to the 2ualit$ of life in our communities. This philosoph$ is e'pressed in our sustainabilit$ vision which states/ H)epsi%oGs responsibilit$ is to continuall$ improve all aspects of the world in which we operate K environment, social, economic K creating a better tomorrow than toda$. +ur vision is put into action through programs and a focus on environmental stewardship, activities to benefit societ$, and a commitment to build shareholder value b$ making )epsi%o a trul$ sustainable compan$.
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Competition Between PepsiCo and Coca Cola brands )epsi%oGs beverage business was founded 1?:? b$ %aleb "radham, a (ew "ern, (orth %arolina druggist, who first formulated )epsi-%ola. Toda$, "rand )epsi is part of a portfolio of beverage brands that includes carbonated soft drinks, !uices and !uice drinks, read$-to-drink teas and coffee drinks, isotonic sports drinks, bottled water and enhanced waters. )"(6 has well known brand such as =ountain 0ew, 0iet )epsi, >atorade, Tropicana )ure )remium, 62uafina water, Sierra =ist, =ug, Tropicana !uice drinks, )ropel, So"e, Slice, 0ole, Tropicana Twister and Tropicana SeasonGs "est. )"(6 manufactures and sells concentrate for some of these brands to licensed bottlers, who sell the branded products to independent distributors and retailers. )"(6 provides advertising, marketing, sales and promotional support for its brands. This includes some of the worldFs best-loved and most-recognized advertising. In 1::5 )"(6 formed a partnership with Thomas L. ipton %o. to selling read$-to-drink tea brands in the 4nited States. )epsi-%ola also markets *rappuccino read$-to-drink coffee through a partnership with Starbucks. 6nthon$ 1ossi as a *lorida fruit packaging business founded Tropicana in 1:@3. In 1:<@ 1ossi pioneered a pasteurization process for orange !uice. *or the first time, consumers could en!o$ the fresh taste of pure not-from-concentrate 1AAB *lorida orange !uice in a read$-to-serve package. The !uice, Tropicana )ure )remium, became the compan$Gs flagship product. )epsi%o ac2uired Tropicana, including the 0ole !uice business, in 6ugust 1::?.
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Competition Between PepsiCo and Coca Cola brands So"e became a part of )"(6 in 5AA1. So"e manufactures and markets an innovative line of beverages including fruit blends, energ$ drinks, dair$-based drinks, e'otic teas and other beverages with herbal ingredients. >atorade thirst 2uencher sport drink was ac2uired b$ The Euaker +ats %ompan$ in 1:?C and became a part of )epsi%o with the merger in 5AA1. >atorade is the first isotonic sports drink. %reated in 1:;< b$ researchers at the 4niversit$ of *lorida for the schoolFs football team, MThe >ators,M >atorade is now the worldFs leading sportFs drink. )epsi%o "everages (orth 6merica includes the 4nited States and %anada.
PEPSICO INTE'N&TION&L
)epsi-%ola began selling its products outside the 4nited States and %anada in the mid1:CAs, opening in the 4nited 9ingdom in 1:C;. +perations grew rapidl$ beginning in the 1:<As. Toda$, )epsi%o beverages are available in more than 13A countries and territories. "rands include 62uafina, >atorade and Tropicana. In addition to brands marketed in the 4nited States, )epsi%o International brands include =irinda, Seven-4p and man$ local brands. )epsi%o began its international snack food operations in 1:;;. Toda$, products are available in nearl$ 13A countries. +ften )epsi%o snack food products are known b$ local names. These names include >amesa and Sabritas in =e'ico, #alkers in the 4nited 9ingdom, Simths in
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Competition Between PepsiCo and Coca Cola brands 6ustralia, =atutano in Spain, &lma %hips in "razil, and others. The compan$ markets *rito- a$ brands on a global level, and introduces uni2ue products for local tastes.
Statement of t e Problem
6s there is neck to neck competition between )epsi%o and %oca %ola brands the situation demands a market anal$sis through 1etailer and %ustomer which gives an over view of the market in 2uantitative terms. The areas selected in "elgaum cit$ are 7adagaon,, 8indwadi, 0eshmukh 1oad, Tilakwadi ,%amp area, 9irloskar 1oad, %ollege road, (eharu (agar, "ustand 6rea, Shivbasava (agar. Statement of the problem is to know the competitive position of 34) ,)epsi- with Sprite ,coca cola - and consumption pattern of emon flavour soft drink of consumers and also to stud$ 1etailers e'pectation. 0ealers are visiting to outlets C K @ time ever$ week, or depends upon the area. The compan$ has to know the demands of the customers and their preferred flavour brand it is done through b$ fre2uent visiting of 1etailer, then came to know the needs of the customer. This surve$ covers all the dimensions that dealers consider while carr$ing out their business. The aim of the surve$ was to visit the outlets in a particular sub route and get as much information as possible.
Purpose of t e Study
The main purpose of the surve$ was to visit the outlets in a particular sub route and get as much information as possible. To know the competitive position of 34) ,)epsi- with Sprite
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Competition Between PepsiCo and Coca Cola brands ,%oca cola- and consumption pattern lemon flavour soft drink of consumer the situation demands a market anal$sis through surve$ which gives an over view of the market in 2uantitative terms. The Indian %arbonated "everage Industr$ is a ver$ d$namic industr$. The soft drinks are the life st$le brands and are closel$ related with the consumer. The passion for cricket in the countr$ makes it uni2ue market. The main ingredients of soft drinks are water, sugar, added flavour, and carbonated gas. Though some channels like "ar and 1estaurants run business throughout $ear, for other channels the peak season is between *ebruar$ to Lune
Scope of t e Study
The market surve$ for comparative stud$ between 34) ,)epsi- & Sprite ,%oca %ola- is doing in "elgaum cit$. The scope of stud$ ,surve$- areas selected in "elgaum cit$ are 7adagaon,, 8indwadi, 0eshmukh 1oad, Tilakwadi ,%amp area, 9irloskar 1oad, %ollege road, (eharu (agar, "ustand 6rea, Shivbasava (agar. 0ealers the$ will divide these areas depending upon their re2uirements. )epsi%o
is a world leader in convenient foods and beverages, with 5AA< revenues of more than D5: billion and 1<C,AAA emplo$ees. The compan$ consists of *rito- a$ (orth 6merica, )epsi%o "everages (orth 6merica, )epsi%o International and Euaker *oods (orth 6merica. )epsi%o brands are available in nearl$ 5AA countries and territories and generate sales at the retail level of about D3? billion. Many of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1 !" through the merger of Pepsi-Cola and #rito-$ay. %ropicana was ac&uired in 1 ' and
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Competition Between PepsiCo and Coca Cola brands PepsiCo merged with %he (ua)er *ats Company, including +atorade, in ,001.
Ob!ectives.
1. To stud$ the competitive position of 34) with Sprite 5. To stud$ retailer e'pectation. C. To stud$ consumption pattern of the consumer @. To know the most preferred lemon flavour brand
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CONTENTS - Or/ani0ation profile - Or/ani0ation c art - Samplin/ - 'esearc ,esi/n - ,ata collection met ods - %easurin/ tools
O'1&NI-&TION P'O2ILE
(ecessit$ is the mother of invention. . ate Shri =odhubab Timblo, prominent
industriousl$ & business entrepreneur of >oa, found that the soft drinks in northern part of 11
Competition Between PepsiCo and Coca Cola brands 9arnataka are being supplied from out side the State. 8ence he found the need of producing soft drinks for people of 9arnataka from the land of 9arnataka and from the water of 9arnataka itself. 6ccordingl$ the dream of modern manufacturing plant came into realit$ in 1:?@ and (ectar beverages )vt. td., a beverage plant was commissioned on the our skirts of 0harwad, on the (.8.(o.@. )epsi %o was founded in 1:;<. The %&+ of )epsi %o. is =r. (eel "uhr and %&+ of )epsi India is =r. 1a!u "akshi and %*+ is =s. Indra (oori. The emplo$eesG strength is 1,<C,AAA and it operates in around 5AA countries. %ISSION. H#e are committed to produce & deliver top 2ualit$ product to our consumer. To be the #orldGs )remier %onsumer products focused on convenient foods and beverages. In ever$ thing we do we strive for honest$, fairness and integrit$I. To achieve this ever$ batch of incoming raw materials are checked for 2ualit$ b$ our Eualit$ 6ssurance 0epartment. #e use onl$ high grade sugar 6part from this, on line & final product checks are carried out at regular intervals. #e purchase raw materials onl$ from approved sources, approved b$ independent laboratories of internal repute. The entire range of e2uipments is made out of superior grade Stainless Steel =aterial. #e give special attention to o )ersonnel 8$giene & Sanitation 15
Competition Between PepsiCo and Coca Cola brands o 8ouse 9eeping o >ood =anufacturing )rocess o Special attention is also given to keep the *actor$ Surroundings %lean & >reen b$ growing awn
NBPL. (ectar "everages )vt. td, 0harwad is a franchisee of )epsi %o. ate Shri =adhubab Timblo, )rominent Industrialist and business entrepreneur of >oa founded it in 1:?@. (ectar "everages belongs to big house of >oa, under the banner of *omento >roup. The group deals in 8otel, Soft drinks and 1AAB *.+.4s of =ining in >oa, 9arnataka and 6ndhra. =r. )rashant Timblo heads it, the idea son of the illustrious father late =r. =adhubab. (ectar "everages has carved a special niche in the map of softdrnks in the countr$. Thus en!o$s the highest reputation in the soft drinks market for quality products of international brand such as )epsi, 34p, =irinda ,orange ), Mirinda(lemon), Everless Soda, Slice etc. utmost care is being taken from the beginning of collection of the raw water till it turns into a sophisticated flavour drink.
%&'3ETIN1 EN$I'ON%ENT&L &#,IT

&%C'O EN$I'ON%ENT. I4 ,emo/rap ic.
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Competition Between PepsiCo and Coca Cola brands 6ge/ The Indian population has N<AB people between the age group of 15-5; which is an opportunit$ to the compan$. *amil$ size/ compan$. *amil$ ife %$cle/ Increase in number of 0I(9Gs ,0ual Income (o 9ids- is also an opportunit$. >ender/ 0oesnGt make an$ difference as such. Income/ )la$s a ma!or role +ccupation/ 6ffects the bu$ing behavior &ducation/ Students are ver$ potential customers. Increase in (uclear families acts as an opportunit$ to the
II4 Economic. )rice of the product and the credit period pla$ a ma!or part in running the business. The increase in disposable income of end consumers has definitel$ helped the compan$ to increase its sales. III4 Environmental. :AB of an$ carbonated beverage is constituted of water, which is a scarce natural resource. I$4 Tec nolo/ical. The continuous efforts are on to reduce the cost of production. 7. Political. )olitics ma$ affect the business to some e'tent. $I4 Cultural. 1@
Competition Between PepsiCo and Coca Cola brands )ublic has a good attitude towards compan$. )epsi is a lifest$le brand so an$ change in the lifest$le of customers directl$ affects the brand.
TASK ENVIRONMENT
I4 %ar5ets. %he ma-or mar)et segments are II4 6lcoholics in bars Students in soft drinks hoses, restaurants, convenience stores. *amilies, which like to store pet bottles.
Customers. (eed of customers is to drive awa$ thrust.
III4
Competitors. The ma!or competitor is %oca-%ola along with localO unorganized sector.
Pepsi Co. Brads

)epsi 3up =ountain 0ew =irinda lemon =irinda orange Slice
Coca-Colas brand
%oke Sprite Thums 4p imca *anta =aaza
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,istribution and ,ealers. The C main channels to reach the consumers are A
Produc ion uni

,istributor
Convenience Restaurants ..g. Pan shops /a)eries %heatres 0noo)er bars Consumers
Groceries - +eneral stores - /ars -Coldrin) - Canteens
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Suppliers. The suppliers are of bottles, caps, openers, posters, advertising boards, sugar,
flavors. &tc.,
VI. Facilitators and Marketing firms!

The transportation were housing is outsourced. )epsi %o has e'cellent advertising agenc$. )epsi %o is rated as top Crd brand in India after IT%. 1;
$I4 Publics. Teenagers and 6lcoholics form a ma!or opportunities.

SIT#&TION&L &N&L(SIS
The ma!or pla$ers in soft drink market in India are %oca-%ola and )epsi %oP both companies have strong brands, which compete against each other. The current industr$ growth rate is ?B, which was 55B before the pesticide issue. The pesticide issuer has affected both the compan$Gs sales and market share ver$ badl$. The end result was the consumerGs shifting to health drinks, which is an increasing trend and threat to both the companies. In order to increase their market share both the companies introduced 5AA ml bottle, which helped the total industr$ to grow b$ 1AB. %urrentl$ there is a price war going between both the companies. In "elgaum market the suppl$ is not meeting the demand in some areas. The )epsi %o. can still do better if the suppl$ and service is taken care of.
IN,#ST'( P'O2ILE
The Indian %arbonated "everage Industr$ is a ver$ d$namic industr$. The soft drinks are the life st$le brads and are closel$ related with the consumers. The passion for cricket in the countr$ makes it a uni2ue market. The Indian %arbonated "everage Industr$ is worth 1s.1AAAcrore, which is e2ual to 53Amm cases i.e., ;@?Amm bottled. 13
Competition Between PepsiCo and Coca Cola brands The main ingredients of a soft drinks are water, sugar, added flavors, and carbonated gas. Though some channels like "ar and 1estaurants run business throughout $ear, for other channels the peak season is between *ebruar$ to Lune.
%anufacturin/ Process. 6&TE' &N, 6&TE' T'E&T%ENT

)ure water is taste less, colours less and odor less. #ater as it occurs in nature, whatever the source, alwa$s contains impurities in solution or in suspension. The determination of these impurities makes water anal$sis necessar$ and the control of these impurities makes water conditioning essential. The various sources of water can be classified as K 1ainwater, surface water, ground water. Irrespective of the source of water, the water has to be tested and treated before raking into the production. Testing and Treatment procedure adopted at =Os. (ectar "everages )vt. td., 0harwad. The source of water at (ectar "everages )vt. td., is ground water. The water is tested or various parameters like, hardness, alkalinit$, suspended impurities, and for =icroorganisms.
Treatment Procedure. T ere are two types of water treatment adopted at Nectar Bevera/es Pvt4Ltd47 1. %hemical "atch Treatment/ This water is used for beverage purpose.
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Competition Between PepsiCo and Coca Cola brands 5. Ion &'change/ This water is used for "oiler *eed water, %ooling tower, 0.>.Sets., %ondenser, 8eat &'changer & "ottle washer. 1. C emical Batc treatment process. 8ere, the raw water is collected in
storage tanks and dosages for chemical treatment are given according to the characteristics of the raw water. The source of raw water is bore well. 6t presetP we are holding three water treatment storage tanks, ou?t of which two tanks are of C, AAAAA ltr. %apacit$ and one is @, AAAAA ltr capacit$. 1aw water is collected from the bore wells in the storage treatment tanks and anal$zed the characteristics of raw water 7iz- )- alkalinit$, =- alkalininit$, temporar$ hardness and calcium hardness, afterwards chemical dosages are fi'ed. 6fter addition of chemicals,
mechanical agitator stirs the water, and C hors contact period is given before taking the water for production. Treated water passed through sand filter to remove and flock carr$ over, then an activated carbon filter, which removes chlorine, and off tastedOodor causing impurities. *inall$ it goes through < =icron pore size polishing filters to remove and carbon that ma$ have been carried out over from the carbon purifier, and then through ultraviolet. %hlorine concentration is maintained at ; to ? ))= level before carbon filter and 5 hours contact time prior to dechlorination. ,etails of C emicals used. 1. ime/ 6dded to remove alkaline compounds from water to an acceptable level and to reduce temporar$ hardness. 5. "leaching powder/ 6dded for chlorination to o'idize micro organism.
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Competition Between PepsiCo and Coca Cola brands C. *errous sulphate/ 6dded for coagulation and flocculation i.e., to remove the suspended solids and also insoluble materials created b$ chlorination and alkalinit$ reduction is removed. The sludge is drained and the treatment tanks cleaned with water after ever$ treatment and then fresh raw water is taken for fresh treatment. ION Exc an/e %et od. Source of water K "ore well i2uid h$pochlorite is in!ected into the on-line water flowing from "ore well to raw water tanks. +nce the raw water is chlorinated, after giving sufficient contact time, the water is passed through sand filter, carbon filter and resin bed. Then the soft water is stared in soft water storage tanks. "efore the water goes into storage tanks, 5- ))= of chlorine is in!ected into the on-line water flowing from softener to soft water storage tanks. %ontact time in storage tank is
minimum 5 hours. Then the water from the tank are being pumped on it passed through < =icron pore size polishing filters to the bottle washerOboiler. The concentration of chlorine at the final outlet will be around 5 ))=.
S6EETENIN1 &1ENT 8 S('#P P'EP&'&TION

Sweetening agents are those subsistence, which when blended with flavour, acid, etc., will provide satisfactor$ sweet taste in the finished beverage. The$ also furnish bod$, which helps to carr$ or transits the flavour. The$ also give energ$ or food value to the beverage. Sugar is the sweetening agent, which is used in our industr$. 5A
Competition Between PepsiCo and Coca Cola brands Sugar is colour less or white when pure and derived from sugar cane. Syrup Preparation. The preparation of the s$rup is certainl$ one of the most important operations in the beverage plant, both from the standpoint of sanitation and control of concentration. The ob!ect in s$rup making is to prepare satisfactoril$ bended and finished s$rup from which uniforms beverages of high 2ualit$ can be produced. (ormall$ re2uired 2uantit$ of sugar of high 2ualit$ is added to treated water and heated to ?<G %, in a high grade stainless steel double !ock vessel. 6ctivated carbon is added to this to remove impurities. Impurities along with activated carbon added to the sugar are separated from the sugar solution b$ filtering the sugar s$rup. *ilter paper and 8$flo supercel are used as filter aid. The temperature of the clear s$rup thus obtained is brought down to 5AG% and stored is called HSimpleI s$rup. #hen the s$rup is completel$ prepared b$ the addition and blending of all flavoring ingredients it is called as H1ead$I O H*inishedI O *lavored s$rup. The s$rup is read$ for use in production process. CO* 8 C&'BON&TION The phenomenal of acceptance of carbonated beverage as a form of refreshment is done in part to a uni2ue taste, Qest, and sparkle imparted to the beverage b$ %arbon 0i-+'ide. It also adds to the life of the beverage. The %+5 used for "everage purpose are ::.:B pure, free from moisture, air, oil, grease and other impurities.
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Competition Between PepsiCo and Coca Cola brands The amount of %+5 dissolved in solution is called as volumes. The number of volumes of gas in the finished beverages has a definite relationship to the taste of the beverage. %orrect carbonation means a sparkling, stimulating, thirst 2uenching beverage that completel$ refreshes and satisfies the consumer. Since there is definite relationship between taste and carbonation, it is e'tremel$ important to determine and maintain the carbonation, which has proved most acceptable through e'perience in consumer section. The techni2ue adopted at =Os. (.".). . *or carbonating the beverage is as under/ The read$ s$rup, which is prepared and stored in read$ s$rup tanks, is taken to the bottling line. It is passed through a machine called R)remi'G where the s$rup is automaticall$ diluted with treated water to the re2uired level. +nce it is diluted it is sent to the carbonator for carbonation. *or carbonating the beverage a mechanical device known as H%61"+(6T+1I is used. %o5 gas enters the carbonator through a valve at the top of the bod$ of the carbonator. The dome as well as the bod$ of the carbonator is filled with gas. S$rup is spra$ed into the carbonators from the top, which flows down through the baffle plates provided inside the carbonator. 6s the water flows down it gets mi'ed with the %o5 gas present inside the carbonator. %arbonation can best be obtained b$ increasing the pressure inside the carbonator vessel and b$ pre-cooling the s$rup before it is pumped to the carbonator. need not be pre chilled ow gas volume product
Concentrates
*lavoring =aterials used in making carbonated beverages are primaril$ are alcoholic e'tracts, emulsions, alcoholic solutions or fruit !uices. 55
Competition Between PepsiCo and Coca Cola brands %oncentrates or non-alcoholic beverage bases are supplied b$ our principal compan$ from %hanno ,)un!ab- having international standards. +n addition of concentrate to the simple s$rup we get respective finished s$rup read$ for further process to bottle beverages. Bottle was in/ and bottle inspection +(& of the most important aspects of the bottling operation is the cleaning of the reusable bottle when it returns to the bottling plant. In order to be reused the bottle must be sterile, of acceptable appearance, rinsed free of an$ detergent or sterilizing agent, and of good mechanical strength. The ob!ect of bottle washing is to product both a clean bottle and sterile one. The fact that the bottle looks clean does not indicate it is sterile, and on the other hand, a dirt$ looking bottle ma$ be a sterile one. The present da$ bottle washer is designed to both clean and sterilize bottle before sending them to the filling line.
Bottle 6as in/ Compounds.

=embers of the alkali famil$ of chemicals make up the basis of most bottle washing compounds. %austic soda is the principle ingredient because it has b$ far the best germicidal properties.
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Competition Between PepsiCo and Coca Cola brands #e also add certain chemicals to caustic solution to improve the detergent action of the solution. Three factors are crucial in the germicidal efficienc$ of the washer. These are/ contact time, caustic strength and temperature.
Operations of t e Bottle 6as er.

1. The first step in the operation precedes the washer. #hen the cases of empties return to the bottling plant, the$ must be sorted and culled to remove especiall$ dirt$ bottles, or ones contaminated with paint, tar, etc., or chipped or broken bottles. This operation is often done b$ hand.
5. The inspected bottles are feed into the bottle washing machine, automaticall$. The bottles are turned up side down to drain an$ contents and given a pre rinse spra$ wash both internall$ and e'ternall$ with plain water with certain pressure. This operation is called pre rinse operation. Then the bottles are moved to pre wash compartment, where the bottles are spra$ washed both internall$ and e'ternall$ with 1 to 1.<B caustic solution S @<G% to <<G% temperature.
C. "ottles are then, moved into a tank in the bottle washing machine, where the bottles are soaked with caustic solution of C to C.<B S 3<G% temperature. To get this best results that bottles are to be soaked in this compartment for a minimum of 3 minutes at the caustic strength & temperature given as above. This operation cleans and sterilizes the bottle.
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Competition Between PepsiCo and Coca Cola brands @. Then the soaked bottles are moved to a compartment called H8$droI, where again the bottles are given spra$ wash both internall$ and e'ternall$ with 1 to 1,<B caustic wash S <A to <<G%.
<. "ottles are moved to a compartment called pre-final compartment where again the bottles are given spra$ wash with soft water to remove the caustic traces. 8ere the temperature is maintained around @A to @<G%. *inall$ bottles free from caustic moved to a compartment called final rinse compartment where the bottles are again, wanted spra$ed both inside and outside with soft water to deliver clean and sanitar$ bottles to the conve$or enroute to filler at ambient temperature. "efore the bottles moved through the conve$or, the bottles are sub!ected to meth$lene blue test to ensure the bottles are free from mold and as also tests are carried our to determine whether the bottles are free from caustic traces. These tests are done at random. Then the washed bottles are moved through conve$or to filler for filling operation. "efore the bottles are moved to filler the bottles are sub!ected to visual inspection, which is called bottle inspection.
Bottle Inspection.
The clean bottles undergo inspection after the$ leave the washer and before the$ arrive at the filler. Inspection can be done visuall$ b$ an individual. It is a !ob re2uiring a great deal of concentration and no individual can be efficient for long stretches at time. )rovision should be 5<
Competition Between PepsiCo and Coca Cola brands made for changing inspectors fre2uentl$, and ade2uate bring diffused light should be provided which illuminates all parts of the bottle effectivel$, but does hot glare in the operators e$es. 6 receptacle should be provided, convenient to the inspector for non-usable bottles, and cases should be hand$ to accumulate unclean bottlers for rewashing. Those bottles found acceptable to the empt$ bottle inspector are sent for filling and crowning.
2illin/ and t e bottlin/ line

The bottles, on a suitable conve$or line arrive at the rotar$ filler, which is e2uipped with filing heads. The beverages filling unit includes a filling tank, which receives beverage from the carbonator. The tank is also connected to the gas chamber of the carbonator. This connection insures balanced pressure and a proper beverage level in the tank. +n entering the head, the bottle is sealed to the filling valve and a counter pressure is established in the bottle. 6t this point, the pressure inside the bottle is e2ual to and derived from the filling tank. +nce the bottle is properl$ pressurized, carbonated water flows in displacing air and %o5 in the bottle. The displaced gas passes through the counter pressure lines back to the top of the filler tank. #hen the proper level of beverage in the bottle is reached, the suppl$ is cut off and the top gas pressure in the bottle is sifted to the atmosphere. 5;
+nce the top pressure has been released, the bottle is removed from the valve and passes to the crowner. The crowning unit consists of the hopper for holding the crown suppl$, a crown chute and the crowning mechanism. The crowned bottle then moves from the crowner on to the out feed conve$or.
2inal Inspection Point.

Then the sealed bottles are moved on a conve$or line and it is sub!ected to a final inspection. #here the inspector checks for un crowned bottles, overOunder filled bottles, foreign matter ,if an$-, and for an$ other visual defects. +nce the inspector satisfies with the 2ualit$ of product and package, he allows moving the bottles, further to the collecting table, where the bottles are manuall$ collected and put in the crates of 5@ bottles and moved further for warehousing, and awaiting shipment.
Plant Sanitation
The most scrupulous sanitation practices are essential in soft drink plant. The highest standard of cleanliness for premises, personnel and e2uipment is obviousl$ necessar$ due to the t$pe of operation involved that of manufacturing a food product.
53
Competition Between PepsiCo and Coca Cola brands Sanitation is necessar$ to insure the keeping 2ualities, proper appearance and full flavour of an$ soft drink. #hen the e2uipment becomes contaminated, $east, bacteria or mold Increased number of these
microorganisms begin to appear in the finished beverage.
microorganisms will cause the development of undesirable tastes and odors and ultimate spoilage of the product. (othing will kill the demand for a beverage an$ 2uicker than off-tastes and odors or product spoilage. 8ence sanitation, good plant house keeping and good manufacturing practice are strictl$ implemented at (.".). .
9uality &ssurance
)erhaps the most important activities in a bottling plant are those concerned with the maintenance of the standards of purit$ and uniformit$ set for the beverages produced. These activities can be grouped together under the heading of Eualit$ 6ssurance. To get the top most 2ualit$ of finished product, all the ingredients such as water, sugar, %o5, concentrate are strictl$ inspected and anal$zed b$ our Eualit$ 6ssurance 0epartment. 6part from raw materials, on line sampling, finished products are also tested. Samples of beverages produced are picked up from the market for testing b$ independent laboratories of international repute.
+istory of or/ani0ation
5?
Competition Between PepsiCo and Coca Cola brands The manufacturing of soft drinks began in the 1?CAFs. 8owever, the evolution of soft drinks took place over a much longer time period. The forerunners of soft drinks began more than 5,AAA $ears ago when 8ippocrates, the M*ather of =edicine,M first suspected that mineral waters could be beneficial to our well-being. "ut 8ippocrates did not envision drinking the effervescent mineral waters bubbling from the earthFs crust. Instead, the >reeks and 1omans used them for bathing and rela'ation. =ore than a thousand $ears passed before mineral waters made the transition from therapeutic bath to refreshing beverage.
The soft drink industr$ was a seasonal business in the earl$ da$s, operating primaril$ during the summer months. Sales were limited b$ few outlets for the new carbonated beverages, and b$ the consumerFs restricted mobilit$.
+ow Soft ,rin5s &re %ade.

Soft drinks are mostl$ water. So the 2ualit$ of the water going into soft drink is ver$ important. 6 series of filtration s$stems produces the super-purified water that is fresh, clean and clear.
T e 2lavor Secret
8ereGs where the magic happens. *rom secret recipes, flavorings are added to give each soft drink its uni2ue taste. "$ combining sweeteners, herbs, berries, and man$ other wholesome ingredients, a s$rup base is created which is added to the pure water
&ddin/ Bubbles Is & 1as/

5:
Competition Between PepsiCo and Coca Cola brands 6fter the flavors are added brands like )epsi and %oke is enhanced in India the local brands are being stabilized b$ advertisements, good 2ualit$ and low cost.
The soft drinks market till earl$ 1::As was in hands of domestic pla$ers like %ampa, Thumps up, imca etc but with opening up of econom$ and coming of =(% pla$ers )epsi and %oca-%ola the market has come totall$ under their control. (on-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. %ola, lemon and oranges are carbonated drinks while mango drinks come under non-carbonated categor$. The market can also be segmented on the basis of t$pes of products into cola products and non-cola products. %ola products account for nearl$ ;C-;@B of the total soft drinks market. The brands that fall in this categor$ are )epsi, %oca- %ola, Thumps 4p, and 0iet coke, 0iet )epsi etc. (on-cola segment, which constitutes C;-C3B, can be divided into @ categories based on the t$pes of flavors available, namel$/ +range, %loud$ ime, %lear ime and =ango.
Soft drin5 production area.

The market preference is highl$ regional based. #hile cola drinks have main markets in metro cities and northern states of 4), )un!ab, 8ar$ana etc. +range flavored drinks are popular in southern states. Sodas too are sold largel$ in southern states besides sale through bars. #estern markets have preference towards mango-flavored drinks.
CA
Competition Between PepsiCo and Coca Cola brands )epsi%o is a world leader in convenient foods and beverages, with revenues of about D5: billion and over 1<C,AAA emplo$ees. The compan$ consists of the snack business of *ritoa$ (orth 6merica and the beverage and food businesses of )epsi%o "everages and *oods, which includes )epsi%o "everages (orth 6merica ,)epsi-%ola (orth 6merica and >atoradeOTropicana (orth 6merica- and Euaker *oods (orth 6merica. )epsi%o International includes the snack businesses of *rito- a$ International and beverage businesses of )epsi%o "everages International. )epsi%o brands are available in nearl$ 5AA countries and territories. In =a$ 1??;, 0octor Lohn )emberton a pharmacist from 6tlanta, >eorgia invented %oca %ola. Lohn )emberton concocted the %oca %ola formula in a three legged brass kettle in his back$ard. The name was a suggestion given b$ Lohn )embertonFs bookkeeper *rank 1obinson. The soft drink was first sold to the public at the soda fountain in LacobFs )harmac$ in 6tlanta on =a$ ?, 1??;. 4ntil 1:A<, the soft drink, marketed as a tonic, contained e'tracts of cocaine as well as the caffeine-rich kola nut. "$ the late 1?:As, %oca-%ola was one of 6mericaFs most popular fountain drinks. #ith another 6tlanta pharmacist, 6sa >riggs %andler, at the helm, the %oca%ola %ompan$ increased s$rup sales b$ over @AAAB between 1?:A and 1:AA. 6dvertising, was an important factor in )emberton and %andlerFs success and b$ the turn of the centur$, the drink was sold across the 4nited States and %anada. 6round the same time, the compan$ began selling s$rup to independent bottling companies licensed to sell the drink. &ven toda$, the 4S soft drink industr$ is organized on this principle
T e competition.
C1
Competition Between PepsiCo and Coca Cola brands In 1:C1, when %oca-%ola was the env$ of the world of soft drinks and one of the most worr$-free profit machines in the histor$ of business in the 4nited States, )epsi-%ola was declared bankrupt for the second time in its histor$. In 1:?3, )epsi%o, Inc., with sales of over D11 billion, ranked 5: in *ortuneFs list of the nationFs <AA largest corporations. +ne anal$st asserted in 1:?; that )epsi%o Mhas emerged as perhaps the single best consumer products compan$ that e'ists toda$.M %oca-%olaFs sales in 1:?3 were D3.3 billion, which placed it <@ in the *ortune <AA. "oth companies were diversified b$ the mid-1:?As. 6bout 3A percent of %oca-%olaFs sales and almost ?< percent of its profits, however, were still derived from soft drinks, with the remainder coming from the food and entertainment divisions. (o single foreign investment has been the center of much attention and controvers$ in the late 1:?A and 1::As as the )epsi%o pro!ect in India. The pro!ect, )epsi *oods imited, was cleared b$ the Indian government in September1:?? as a !oint venture of )epsi%o, )un!ab government-owned 6gro Industrial corporation ,)6I%- and 7oltas India limited. "efore this pro!ect was cleared, )epsi%o made an attempt to enter into India as earl$ as in =a$1:?<, when it teamed up with 6gro )roduct e'port td. 6 compan$ owned b$ 1. ). >oenka group, and sought permission from the central government to import cola concentrate and sell a )epsi%o brand soft drink in the Indian market, in return for e'port of !uice concentrate from )un!ab. 4nder this proposal, the main ob!ectives put forward b$ )epsi%o were Rto promote the development and e'port of Indian made and 6gro Kbased products and to foster the introduction and development of )epsi%o products in IndiaG. This proposal which was submitted to the secretar$ at =inistr$ of Industrial development C5
Competition Between PepsiCo and Coca Cola brands received re!ections on the grounds that the import of concentrate could not be agreed to and the use of foreign brand names as 0omestic Tariff 6rea ,0T6- was not allowed. )epsi%o successfull$ pla$ed the R)un!ab cardG and again put forward a proposal in 1:?; with stress more on diversification of )un!ab agriculture and emplo$ment generation rather on soft drinks. The proponents of pro!ect called it as a second H>reen 1evolutionI in )un!ab and pro!ected it as harbinger of a horticulture revolution that would end stagnation in )un!abGs rural sector and would help in promoting small and middle farmers. 6 strong argument was put forward that this pro!ect will create ample of emplo$ment opportunities for the unemplo$ed $outh who has taken the path of terrorism and there b$ help in restoration of peace in )un!ab. This argument was well received in the political circles in 0elhi and )un!ab, which finall$ led to )epsi%oGs entr$ into India in the form of !oint venture with )6I% and 7oltas as its partners. The e2uit$ of )epsi *oods imited was divided among the partners with )6I% holding C;.11 B,
7oltas 5@B and )epsi%o C;.?:B coupled with theR)un!ab%ardG. )epsi%o also made certain commitments with Indian government that also formed the basis of its entr$, such as
The pro!ect will create emplo$ment for <AAAA people nationall$, including 5<AAA !obs in )un!ab aloneP 3@ percent of the total investment will be in food and agro-processing. =anufacturing of soft drinks will be limited to onl$ 5< percent. )epsi%o will bring advanced technolog$ in food processing and provide thrust b$ marketing Indian products abroad.
CC
Competition Between PepsiCo and Coca Cola brands State of the art technolog$ in food processing and provide in the field of soft drink manufacturing and soft drink manufacturing at no foreign outflowP <AB of the total value of production will be e'ported/ 6n 6gro Kresearch center will be established b$ )epsi %o in consultation with I%61 and )un!ab 6gricultural 4niversit$. (o foreign brand name will be used for domestic salesP The e'port Kimport ratio will be </1 over 1A $ears, which means that for ever$ dollar spent in foreign e'change on this pro!ect, the compan$ will ensure an e'port earning of < dollars for 1A $ears. 5<B of the total fruits and vegetable crops in )un!ab will be processed in the pro!ect 6 substantial increase in government revenue due to consumer market e'pansion and ta' collection. The proposal concluded b$ stating how well the pro!ect fitted with broad ob!ectives of the econom$ and how it Rspecificall$ supported national priorities in area such as &'ports, 6griculture, &mplo$ment and Technolog$G. =an$ of )epsi%oFs brand names are over 1AA-$ears-old, but the corporation is relativel$ $oung. )epsi%o was founded in 1:;< through the merger of )epsi-%ola and *ritoa$. Tropicana was ac2uired in 1::? and )epsi%o merged with The Euaker +ats %ompan$, including >atorade, in 5AA1. &mplo$ees, business partners and the communities in which compan$ operates and in ever$thing compan$ does, compan$ strives for honest$, fairness and integrit$.
C@
O'1&NI-&TION C+&'T Nectar Bevera/e Pvt4 Ltd
Sales 8 %ar5etin/ +ead
Territor$ 0evelopment Sales manager
=arketing =anager
)rod.n =anager 6rea sales =anger 1 6rea sales =anager 5
*inance =anager
C<
%&1
%&5
%&C
%&@
%&1
%&5
0istributor1
0ist.5
0ist.C
0ist.@
1oute1
1oute5
1outeC
S&%PLIN1
6ll the potential retaailers in a particular selected area were considered is the sample. The sample will be divided in C categories. )4 %onvenience, *4 >rocer$, :4 1estaurant. The %onvenience like pan shops, bakeries, theatres etc., >roceries like general stores and 1estaurant like bars, cold drink houses & canteens etc.
The sample sizes will <A retailers and 1AA customers
'ESE&'C+ ,ESI1N &N, %ET+O,OLO1( Selection of ,ata collection %et od. Primary data. Tabular format filling In-depth Interview Interaction. Secondary data. Internet C;
Competition Between PepsiCo and Coca Cola brands Selection of %easurement Tec ni;ue. Euantitative anal$sis, bar & pie charts. Primary considerations in Samplin/ Population. 1etailer and consumers of "elgaum Sample 2rame. selected areas in "elgaum Sample Si0e. <A retailers and 1AA customers Sample Plan. visit to pepsi compan$ retailers b$ vehicle & b$ walk.
%et od of &nalysis. Euantitative Et ical aspects. I have made an effort to make this research work free from personal +pinions and likings.
Time and 2inancial Cost. Total surve$ took 15 to 1< da$s and %ost incurred was 1s 5AAAO-
Limitations of study.
1- The stud$ was confined to "elgaum cit$

5- The stud$ was limited to onl$ <A retailers and 1AA consumers
C3
CONTENTS - 'esults 8 discussion wit /rap s 8 c art - Conclusion7 a proposed action plan wit resource re;uirements
C?
'etailer response analysis

1 Major lemon flavor preferred by customer
!up Sprite $imca Mirinda lemon
"" 1# ! %
#)' &#' &)' (#' ()' "#' ")' 1#' 1)' #' )'
&&'
()' Series1 1&'
1"'
!up
Sprite
$imca
Mirinda lemon
C:
Source/ field surve$ =a!or sale of lemon flavors brands like 3up,pepsi- and sprite ,coca cola- and others where 3up having sale of @5B, sprite having CAB, limca having 1;B and mirinda lemon having ?B
5< 'eason for sale of particular brand =#P
*vailability consumer demand price advertisement
% &! " 1(
,)' !)' %)' #)' &)' ()' ")' 1)' )' *vailability -onsumer demand .rice *dvertisement +' (' Series1 %+'
1+'
@A
Competition Between PepsiCo and Coca Cola brands Source/ field surve$ Since consumer demand is more for 3up brand is about ;:B is the reason for sale ,1:B advertisement, :B due to availabilit$ and onl$ CB sale due to price
"- 'eason for sale of particular brand Sprite
*vailability consumer demand price advertisement
% (# ( 1"
!)' %)' #)' &)'
%('
Series1 ()' "1' ")' 11' 1)' )' *vailability consumer demand price advertisement #'
@1
Competition Between PepsiCo and Coca Cola brands Source/ field surve$ Since consumer demand is more for sprite about ;CB is the reason for sale 51B due advertisement, 11B availabilit$ and onl$ <B sale due to price
C- sale of cases per month lemon flavour brand ,3up-
1-2 case 2-4 case 4-6 case 6& above
14 28 5
@5
%)' #)' &)' ()' ")' ",'
#%'
Series1 1)'
1)' )' 1/" case "/& case
%'
&/% case %0 above
Source/ field surve$ "ased on the surve$ it is revealed that lemon flavor )epsi brand sale 1-5 case is 5?B, 5-@ cases is <;B ,@-; cases is 1AB and ; & above is ;B due to season fluctuation some variation ma$ occurs
@- 2urt er expectation from lemon flavor =#P
1mprove taste 2etter availability 2etter 2enefits
"! 1+ ()
@C
3thers
1&
3thers
1%'
2etter 2enefits
((' Series1
2etter availability
"1'
1mprove taste
()'
)'
#'
1)'
1#'
")'
"#'
()'
(#'
Source/ field surve$ based on the response CAB of the retailers e'pect improve taste, 51Bbetter availabilit$, CCB e'pect better benefits which include gifts, tour package etc if the$ sale more and 1;B e'pect others feature like repair charges, cooling charges ect
>< Sale of =#P
4educed 5ot reduced
1( (!
@@
4educed "%' 4educed 5ot reduced 5ot reduced !&'
Source/ field surve$ "ased on the surve$ it was found that 3@B of the retailer felt that the sale of 3up is not reduced and 5;B sa$ reduced due to lean season.
"- Sale of Sprite
4educed
1,
@<
5ot reduced
("
4educed (%' 4educed 5ot reduced 5ot reduced %&'
Source/ field surve$
*rom the response ;@B of the retailer felt that the sale of sprite is not reduced and C;B sa$ reduced.
;- ,elivery of soft drin5 =#P ?pepsi<
6es
(+
@;
5o
11
5o ""'
6es 5o
6es !,'
3?B of the retailer are satisfied with deliver$ of the product where as 55B are not satisfied with deliver$ provided b$ the pepsi compan$
"- ,elivery of soft drin5 Sprite ?coca cola<
6es
(#
@3
5o
1#
6es !)'
5o ()'
yes no
Source/ field surve$ 3AB of the retailer are satisfied with deliver$ of the product where as CAB are not satisfied with deliver$ provided b$ the coca cola compan$
=< Satisfied wit commission@ mar/in paid by =up ?pepsi<
6es
&,
@?
5o
"
5o
&'
Series"
6es
+%'
)'
")'
&)'
%)'
,)'
1))'
1")'
Source/ field surve$ :;B of the retailers are satisfied with commissionOmargin paid b$ the pepsi compan$ remaining @B are not satisfied.
B< Satisfied wit commission@ mar/in paid by Sprite ?coca cola<
@:
yes
&%
!o
&
5o
,'
Series1
6es
+"'
)'
")'
&)'
%)'
,)'
1))'
:5B of the retailers are satisfied with commissionOmargin paid b$ the coca cola compan$. 1emaining ?B are not satisfied.
A< Satisfied wit credit and payment procedure by =up ?pepsi<
<A
6es
&1
5o
5o 1,'
6es 5o
6es ,"'
Source/ field surve$ ?5B of retailers are satisfied with credit facilit$ and pa$ments procedure provided b$ the pepsi compan$ remaining 1?B are not satisfied
B< Satisfied wit credit and payment procedure by Sprite ?coca cola< <1
6es
(,
5o
1"
5o "&'
6es 5o
6es !%'
Source/ field surve$ 3;B of retailers are satisfied with credit facilit$ and pa$ments procedure provided b$ the coca cola. %ompan$ remaining 5@B are not satisfied.
<5
2indin/s based on 'etailers survey The following finding based on the surve$ consists of sample size of <A retailer respondents distributed in selected areas of "elgaum cit$. 1- =a!or sale of lemon flavor brands like 3up ,pepsi- and sprite ,coca cola- and others where
3up having sale of @5B, sprite having CAB, limca having 1;B and mirinda lemon having ?B.
5- science consumer demand is more for 3up product is about ;:B where as sprite has ;CB so retaining the consumer demand is must availabilit$ of sprite is low when compare to 3up C- "ased on the surve$ it is revealed that lemon flavor )epsi brand sale 1-5 case is 5?B, 5-@
cases is <;B ,@-; cases is 1AB and ; & above is ;B due to season fluctuation some variation ma$ occurs
@- 1CB of the respondents having soft drink dail$, @5B twice in a week and CAB weekl$ and
remaining 1<B of the respondents having soft drink occasionall$.
<- 1etailers e'pect some more better benefits like gifts, tour package and improve taste so the$ can sale more.
<C
;- based on surve$ found that sale of both 3up and sprite brand is not reduced. #hen compare to each other 3up having ,3?B- better sales than sprite ,3AB-. 3-This has been observed that ma!orit$ of the retailers are happ$ with deliver$ at the right time, credit facilit$ and commission provided b$ the compan$. Consumer 'esponse &nalysis4 )< Lemon flavor preferred by consumers
!7.
&"
Sprite
(&
3thers
1&
<@
others 1%' !7. sprite others sprite (,'
!7. &%'
Source/ field surve$ "ased on the surve$ @;B of the respondents prefer to drink 3up and C?B of the respondents prefer to drink sprite and remaining 1;B prefer other brands.
*< Consumption pattern of soft drin5
"a#ly
1"
$%#ce a %ee&
(,
%ee&ly
"!
occas#onally
1(
<<
&#' &)' (#' ()' "#' ")' 1#' 1)' #' )' 8aily 1('
&"'
()'
Series1 1#'
9w ice a w eek
w eekly
occationally
Source/ field surve$ *rom the surve$ 1CB of the respondents having soft drink dail$, @5B twice in a week and CAB weekl$ and remaining 1<B of the respondents having soft drink occasionall$. C- 'easons be ind preferrin/ =up
<;
$aste ava#lab#l#ty refres' ness pr#ce promot#on bottl#n()label#n(
2 4 18 1 15 *
)' "#' (!' "'
9aste availability refresh ness price promotion bottling:labeling
"+'
!'
<3
Competition Between PepsiCo and Coca Cola brands Source/ field surve$ C3B of the respondent prefer a particular 3up brand because of taste, 5:B prefer because of it is refreshing and 5B prefer because of price, 5<B of respondent prefer because of promotional activities and rest of the 3B respondents prefer a particular brand because of availabilit$. B< 'easons be ind preferrin/ Sprite
$aste ava#lab#l#ty refres' ness pr#ce promot#on bottl#n()label#n(
18 8 15 2 1 *
<?
"(' &'
)' ("'
9aste availability refresh ness price 1&' promotion bottling:labeling
"!'
Source/ field surve$ C5B of the respondent prefer a particular sprite brand because of taste, 53B prefer because of it is refreshing and @B prefer because of price, 5CB of respondent prefer because of promotional activities and rest of the 1@B respondents prefer a particular brand because of availabilit$.
B< %ode of advertisement for =up
ne%s paper)ma(a+#ne $, ads .oard#n(s /nternet ot'er
5 15 8 0
<:
other 1%'
new s paper:maga ;ine 11'
news paper:maga; ine 9= ads <ordings
1nternet 1,'
9= ads &&'
1nternet other
<ordings 11'
Source/ field surve$ @CB of respondent are convinced with T7 ads as a mode of advertisement, 1?B with internet, 3B with others like celebrities, cartoons and <B b$ news papers, <B b$ hoarding are the convenience mode of advertisement
"- %ode of advertisement for Sprite
;A
ne%s paper)ma(a+#ne $, ads .oard#n(s /nternet ot'er
6 15 5 0
3ther ,' 1nternet 1+'
5ews .aper:ma ga;ine 1!'
5ews .aper:maga;ine 9= ads <oardings 1nternet
<oardings 1&'
9= ads &"'
3ther
;1
Competition Between PepsiCo and Coca Cola brands Source/ field surve$ @5B of the respondents agree with T7 ads as a mode of advertisement is convincing, 1:B are sa$ing internet, 13B news paper, 1@B are sa$ing hoarding and onl$ ?B respondents sa$s others like celebrities. >< Consumer preference of =up brand based on t eir profession
student serv#ce ot'er
510 14
;5
other
1%'
service
1+'
Series1
student
%#'
)'
")'
&)'
%)'
,)'
+ut of :AB respondent ;<B belongs to student professions, 1:B belongs to services like government and private sector and 1;B of the respondent belongs to other profession
;< Consumer opinion about lemon flavor =up brand
12cellent 3ood Moderate 4oor ,ery poor
6 22 14 2 *
;C
;@
%)' #)' &)' (1' ()' ")' 1)' )' E>cellent ?ood Moderate .oor =ery poor 1&' #' )' Series1 #)'
Source/ field surve$ ;<

1@B of the respondent has e'cellent opinion about 3up lemon flavor. <AB have good opinion , C1B moderate and onl$ <B poor opinion, ver$ poor is nil
B< Consumer opinion about lemon flavor sprite brand
12cellent 3ood Moderate 4oor ,ery poor
4 1 16
;;
#)' &#' &)' (#' ()' "#' ")' 1#' 1)' #' )' E>cellent ?ood 1"' (%'
&&'
Series1
,' )' Moderate .oor =ery poor
Source/ field surve$ 15B have e'cellent opinion about sprite lemon flavor, C;B have good opinion, @@B moderate and onl$ ?B poor opinion and ver$ poor is nil.
;3
3< Expectation of consumers from =up brand
better taste)flavor 5va#lab#l#ty 4r#ce 4romot#onal act#v#ty 4ac&a(#n()label#n( 6t'ers
* 15 0 18 6
;?
!' 11' (#'
better taste:flavour *vailablity .rice .romotionnal activity
"1'
,'
1,'
.ackaging:la beling 3thers
Source/ field surve$ ;:

Competition Between PepsiCo and Coca Cola brands "ased on the response of consumer C<B e'pect better taste, 51B promotional activit$, 1?B e'pect availabilit$ of product, 11B e'pect convenient packaging and ?B e'pect reduce in price, onl$ 3B e'pect others like gift offers.
B< Expectation of consumers from Sprite brand
better taste)flavor 5va#lab#l#ty 4r#ce 4romot#onal act#v#ty 4ac&a(#n()label#n( 6t'ers
26 22 5 15 14 6
3A
better taste:flavour !' 1%' "+' *vailablity .rice .romotionnal activity %' "#' .ackaging:la beling 3thers
1!'
Source/ field surve$ CAB of the respondent better taste from sprite, 5<B availabilit$ of product, 13B promotional activities, 1;B e'pect convenient packaging, <B e'pect reduce in price and ;B e'pect others like gift offers etc.
A< T e celebrities really influence consumer to buy t e soft drin5
stron(ly a(ree a(ree ne#t'er a(ree nor d#sa(ree d#sa(ree stron(ly d#sa(ree
18 4 15 12 2
31
%)' #)' &)' ()' ")' 1)' )' storngly agree agree neither agree nor disagree disagree storngly disagree ")' 1!' 1(' "' Series1 &,'
"ased on the response 5AB of the respondents are strongl$ agree with the celebrities reall$ influence them to bu$ a soft drink. @?B agree, 13B neither agree nor disagree, 1CB disagree and onl$ 5B are strongl$ disagree
35
2indin/s based on consumer survey
1-. "ased on the surve$ @:B of the respondents prefer to drink 3up and @AB of the respondents prefer to drink sprite and remaining 11B prefer other brands. 5-. C3B of the respondent prefer a particular 3up brand because of taste, 5:B prefer because of it is refreshing and 5B prefer because of price, 5<B of respondent prefer because of promotional activities and rest of the 3B respondents prefer a particular brand because of availabilit$. #here as, C5B of the respondent prefer a particular sprite brand because of taste, 53B prefer because of it is refreshing and @B prefer because of price, 5CB of respondent prefer because of promotional activities and rest of the 1@B respondents prefer a particular brand because of availabilit$. C- "ased on the response of consumer C<B e'pect better taste, 51B promotional activit$, 1?B e'pect availabilit$ of product, 11B e'pect convenient packaging and ?B e'pect reduce in price, onl$ 3B e'pect others like gift of #here as CAB of the respondent better taste from sprite, 5<B availabilit$ of product, 13B promotional activities, 1;B e'pect convenient packaging, <B e'pect reduce in price and ;B e'pect others like gift offers etc. @+ut of :AB respondent ;<B belongs to student professions, 1:B belongs to services like
government and private sector and 1;B of the respondent belongs to other profession >< 1@B of the respondent have e'cellent opinion about 3up lemon flavor. <AB have good opinion , C1B moderate and onl$ <B poor opinion, ver$ poor is nil. where as, 3C
Competition Between PepsiCo and Coca Cola brands sprite has 15B have e'cellent opinion about sprite lemon flavor, C;B have good opinion, @@B moderate and onl$ ?B poor opinion and ver$ poor is nil C< 5AB of the respondents are strongl$ agreed with the celebrities reall$ influence them to bu$ a soft drink. @?B agree, 13B neither agree nor disagree, 1CB disagree and onl$ 5B are strongl$ disagree =- @5B of the respondents agree with T7 ads as a mode of advertisement is convincing to them, 1:B is sa$ing internet.
3@
Su//estion
%onsumers prefer 3up ,)epsi- lemon flavor soft drink because of its taste but the$ e'pect some more improvement in. Therefore the compan$ has to improve the taste to satisf$ the consumers and finall$ to have more sales >ood taste is the ma!or factor, which influence to bu$ a soft drink. Therefore the compan$ should tr$ to retain its taste. 1etailers are satisfied with sale of 3up but the$ also e'pect some better benefits like repair charges, cooling charges, gifts and improved taste. So, that the$ can sell more. 6s a ma!or segment of consumer are student O teenagers. Sponsoring them for their educational assistance like scholarship and prizes would sure increase the brand image. This has been observed that ma!orit$ of the retailers are happ$ with deliver$ at the right time, credit facilit$ and commission provided b$ the compan$ The compan$ should undertaken social responsibilit$ campaigns like 6I0S awareness, population control pollution control etc and activities like construction of hospital, roads. %onsumer prefers pepsi for different occasion and the$ donGt want to change brand. So in order to retain them the compan$ should maintain 2ualit$ of the product.
3<
Competition Between PepsiCo and Coca Cola brands =a!orit$ of the respondents feel that celebrities reall$ influence to bu$ a soft drink so compan$ should concentrate on these aspects
Conclusion
It is true to an$ e'tent that the consumer is in a state of confusion than comfort. 0ue to the mindboggling advertising. Strategies used b$ all the brands, consumer choice have Increased numerousl$. Still Hconsumer is the kingI holds its highest value. 6lthough there is a neck to neck competition with %oca-%ola, )epsi had emerged as the strongest brand. The factors influencing while decision making in consuming soft 0rinks in "elgaum are the taste of the product, brand name and advertisements, celebrities that influence the consumer attitude to a larger e'tent. There is greater market potential for 3up soft drink business in "elgaum %it$ due to the presence of a larger population of college students in the cit$. 6t present )epsi brands especiall$, lemon flavor 34) soft drinks have a greater market share in "elgaum %it$ when compared to the %oca-%ola lemon flavor brands of Sprite soft drink among the international brands . Thus report come to a point that, since the "elgaum cit$ is potential market for lemon flavor 34) soft drink so compan$ must concentrate on future market b$ improved taste.
3;
CONTENTS - Executive Summary - &ppendix 9uestionnaire - Biblio/rap y
'etailer code s eet

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Consumer Code S eet

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-1** 2 2 2
9#ESTIONN&I'E
Dear Sir/Madam,
?5
Competition Between PepsiCo and Coca Cola brands (ame/ +ccupation 1. 0o $ou prefer soft drink. Jes (o ,if (o go to E 15-
5. #hich lemon flavor do $ou prefer among the following brands. 3up Sprite +thers
C. 1easons for not preferring ,3 4)OSprite-
@. 8ow often do $ou have a soft drink. 0ail$ #eekl$ Twice a week +ccasionall$
<. #ho influenced $ou to prefer soft drink. *riends 6dvertisement %olleagues *amil$ members +thers
;. 1easons behind preferring ,3 upOSprite-. Taste )rice 6vailabilit$ )romotion 1efresh ness "ottlingOlabeling
3 #hich mode of advertisement is more convincing and mind setting for the following brands. =#P Sprite (ews paperO=agazine (ews paperO=agazine ?C
T7 6ds 8oardings Internet +thers
T7 6ds 8oardings Internet +thers
?. a- Jour opinion about emon flavor 3up brand &'cellent )oor good 7er$ poor =oderate
?. b- Jour opinion about emon flavor sprite brand &'cellent )oor good 7er$ poor =oderate
:. what are the improvements re2uired in following brands. =#P "etter tasteOflavor 6vailabilit$ )romotional activit$ )ackagingOlabeling
)rice
"etter tasteOflavor )romotional activit$
Sprite 6vailabilit$ )ackagingOlabeling
)rice
1A. 0o $ou accept that the celebrities reall$ influence $ou to bu$ the soft drink. TTTTStrongl$ TTTT 6gree TTTTT neither agree TTTT 0isagree TTT strongl$ 6gree nor disagree 0isagree 11. 8ow do $ou like to compare 34) with Sprite ,vice-versa.?@
15. +ther than soft drink what would $ou like to prefer. Tea %offee Specif$ others
Euestionnaire
1- (ame of )roprietor/ 5ocationO 6rea/
C- 8ow man$ cases of soft drink sold per month a- 1-5 casesOweek c- @-; casesOweek b- 5-@ casesOweek d- ; and above ?<
Competition Between PepsiCo and Coca Cola brands @- #hich are the ma!or lemon flavors preferred b$ the customer a- 3up cimca b- sprite d- =iranda emon
<- #hat are the reasons for sale of particular brand 3up. = #P Sprite a- 6vailabilit$ b- %onsumer demand c- )rice d- 6dvertisement a- 6vailabilit$ b- %onsumer demand c- )rice d- 6dvertisement
;- #hat are $our further &'pectations from lemon flavor 3 up brand. a- Improve taste c- Increase in 2ualit$ b- better availabilit$ d- others
3- #hat do $ou think about sale of 3 4) Sprite a- 1educed a- 1educed b- (ot reduced b- (ot reduced
?- If reduced what are the reasons/ 3 4) Sprite :- 0oes %ompan$ provides timel$ deliver$ of soft drink crates. 3 4) a- Jes b- (o ?;
Sprite
a- Jes
b- (o
1A- 6re $ou satisfied with commissionOmargin provided b$ the compan$ on emon flavor brands. 3 4) Sprite a- Jes a- Jes b- (o b- (o
11- 6re $ou satisfied with credit facilit$ and pa$ment procedure provided b$ the compan$ on emon flavor brands. 3 4) Sprite a- Jes a- Jes b- (o b- (o
15- 6n$ Suggestions
BIBLIOGR !"#$
Mar%etin& Mana&ement ' !(ilip )otler Mar%etin& Researc( ' *ull and "a+%ins Internet ,ebsites$ ,,,. !epsi+orld.com ?3
Competition Between PepsiCo and Coca Cola brands +++.&oo&le.co.in
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