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A Comparative Study of Market Share of Coca Cola and Pepsi in Meerut - Mba, Bba, B.com Honours
A Comparative Study of Market Share of Coca Cola and Pepsi in Meerut - Mba, Bba, B.com Honours
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TABLE OF CONTENTS
CHAPTER NAME
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INTRODUCTION OF
STUDY
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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.
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.
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OBJECTIVE OF THE
RESEARCH
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OBJECTIVE OF THE RESEARCH:
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COCA
COLA COMPANY
PROFILE
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History of Coca-Cola
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
Dr. pemberton’s 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 C’s 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.
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.
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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 Company’s 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.
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 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.
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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 company’s most precious trademark to another product
later years saw the introduction DP additional products bearing the Coca Cola name
which now emcon passes a powerful line of six Coal products. Today, the world’s
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 secret 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 & Coca-Cola classic. In 1986,
Coca-Cola classic became and still remains, the nations top-selling soft drink.
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VISION/MISSION OF
COCA-COLA INDIA
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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.
1. People: Being a great place to work where people are inspired to be the best they
can be.
3. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples' desires and needs.
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CHAIRMAN,
BOARD OF DIRECTORS
M UHTAR KEN
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.
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In 1995, Mr. Kent was named Managing Director of Coca-Cola Amatil-Europe, covering
bottling operations in 12 countries. In 1999, he became President and CEO of the Efes
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.
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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 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.
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CHANNELS OF DISTRIBUTION
CHANNELS OF DISTRIBUTION
Company
Manufacturing goods
Distributors
Retailer Retailer
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Consumer Consumer
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 company’s 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.
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PRODUCT PROFILE
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 :-
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FANTA:-
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.
SPRITE:-
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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.
DIET COKE:-
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.
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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.
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.
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OVERVIEW
OF
PEPSICO
OVERVIEW OF PEPSICO:-
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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 2015.
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.
PepsiCo’s 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:-
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.
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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: “PepsiCo’s 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.
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PEPSICO
HEADQUARTERS
PEPSICO HEADQUARTERS:-
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 François
Goffinet. The grounds are open to the public, and a visitor's booth is in operation during
the spring and summer.
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PEPSICO’S SUSTAINABLE ADVANTAGE
Three major sustainable advantages give PepsiCo a competitive edge as we operate in the
global marketplace:
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FRITO-LAY NORTH AMERICA
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 Lay’s 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, Lay’s 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, Grandma’s cookies, nuts and crackers.
Frito-Lay North America includes Canada and the United States
PepsiCo’s 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 Season’s 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
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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-from-concentrate 100% Florida orange juice in a
ready-to-serve package. The juice, Tropicana Pure Premium, became the company’s
flagship product. PepsiCo acquired Tropicana, including the Dole juice business, in
August 1998.
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PEPSICO INTERNATIONAL
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.
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.
In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner,
George Douglas, operated the largest cereal mill of the time. Ferdinand
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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 2015.
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GOAL OF PEPSI
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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.
By doing this, we believe we can help consumers make the choices they
want and live healthy lives.
OUR PORTFOLIO[-]
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EXPANDING PEPSICO’S 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.
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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.
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ADDRESSING MALNUTRITION[-]
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.
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PRODUCT PROFILE OF
PEPSI
SLICE
AQUAFINA
7-UP
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(The eight brands are different in taste, flavor and in their color.)
PEPSI:
PEPSI AHA:
Pepsi foods pvt. Ltd. Launched” PEPSI AHA”a 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.
DEW:
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.
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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.
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.
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COMPRATIVE
ADVERTISING
STRATAGIES
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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 Dev’s
mother talking about him.
Since then, Pepsi has built youth spontaneity and irreverence as essential
elements of the brand personality.
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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 Cola’s 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 Pepsi’s 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 sun’s surrendered its 15% market share in
Mumbai to Pepsi, just what does a Co. do when its acquired brand overlap
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
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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 it’s earstwhile no Celebes
principal.
Whatever the message, the Coca-Cola co. decided enough was enough and
swings right back with Thums Up’s 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 generation’s cost T-shirt. Continuing the often save
Thums Up net, as has this lost Monkey-pinching crate of soft drinks from a
Sardarji’s 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.
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 aren’t happening. This is interesting in itself, says an ad
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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.
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MARKETING
STRATEGIES
COMPARISION
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MARKETING STRATEGIES COMPARISION
"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.
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"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.
"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.
"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
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reduction and recycling squarely on the shoulders of those who make and
profit from these beverages," Franklin said.
"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.
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resolutions focus on achieving an 80 percent national recycling rate, which
is a goal already achieved in most deposit states," Franklin said.
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INTRODUCTION
OF
RESEARCH
METHODLOGY
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INTRODUCTION OF RESEARCH METHODLOGY
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Why particular technique of analyzing data has been used,
RESEARCH PLAN
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RESEARCH PLAN
1. UNIVERSE:
Finite
2. SAMPLING UNIT:
3. SOURCE LIST:
Secondary data
4. SIZE OF A SAMPLE:
5. SAMPLING DESIGN:
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6. REGION
Meerut
7. RESEARCH DESIGN
ANALYSIS
The only presence of the two giant companies doesn’t 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
PEPSI, 40%
COKE, 60%
COKE PEPSI
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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.
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DEMAND OF COLA FLAVOUR
For cola flavour coca-cola has two product’s coke and Thums-UP and Pepsi
percentage in shown below.
Flavor Company Product Demand in %
Cola Coca-Cola Thums-UP 35
Coke 25
Pepsi Pepsi 40
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Coke
Pepsi 25%
40%
Thums-Up
35%
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MIRINDA
40%
FANTA
60%
Coca-cola has the most popular product limca in cloudy lemon flavour and
Pepsi has Lemon Mirinda. Lemon Mirinda
20%
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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.
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Pepsi Mountain Dew 35
7’-Up 20
It is represented by the following pie chart.
7-UP
20%
DEMAND OF FRUIT
Mountain Dew
JUICE 35%
In fruit juice Coca-Cola product is Maaza and Pepsi product is Slice. The
demand of percentage is shown below: -
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Flavour Company Product Demand in %
Fruit _Juice Coca-Cola Maaza 80
Pepsi Slice 20
It is represented by the following pie chart
Slice
20%
Maaza
80%
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DEMAND OF SODA
Coca-Cola has the product Kinley in Soda and Pepsi has Evress. The
demand of % is shown below: -
Kinkey
45%
Evress
55%
DEMAND OF WATER
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And the final and lost product from Coca-Cola is water KINLEY and the
PEPSI is Aquafina. The demand of percentage is shown below: -
Kinley
40%
Aquaf ina
60%
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PACK DEMAND IN %
200 ML 40%
250/300ML 30%
500 ML 12%
1 Litre 3%
1.5 Litre 5%
2 Litre 10%
2 Litre
10%
1 Litre 1.5 Litre
3% 5%
200 ML
40%
500 ML
12%
250/300ML
30%
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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:-
MALE COCA-COLA 65
PEPSI 35
FEMALE COCA-COLA 70
PEPSI 30
CHILDREN COCA-COLA 70
PEPSI 30
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DEMAND OF MALE CUSTOMER
Pepsi
35%
Coca-Cola
65%
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DEMAND OF FEMALE CUSTOMER GROUP
Pepsi
30%
Coca-Cola
70%
67
DEMAND OF CHIILDREN CUSTOMER GROUP
Pepsi
30%
Coca-Cola
70%
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FINDINGS
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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 retailer’s
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.
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CONCLUSION
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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-Cola’s product is more with the
comparison of Pepsi product.
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.
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SUGGESTIONS
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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:
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LIMITATIONS
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LIMITATIONS
3. The retailers due to confidential reason did not give some data.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
Consulted Books
Journals
Website
www.cocacola.com
www.pepsico.com
www.google.com
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QUESTIONNAIRE
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QUESTIONNAIRE FOR RETAILERS
Address:-
Contact Person with Phone Number:-
80
3.What are the demands of various packs of Coca Cola & Pepsi ?
PACK DEMANDS IN %
200ml.
250/300ml.
500ml.
1000ml.
1500ml.
2000ml.
Male
Female
Children
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QUESTIONNAIRE FOR CONSUMERS:-
Address:-
82
5. Which SKU do you prefers?
(a)200ml (b)250ml (c)300ml
(d)1ltr. Pet (e) 2ltr. Pet
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