Made by: Dwaipayan Chakrabarty Tulika Choudhury

Coca-cola was introduced in 1886.The coca-cola company of Atlanta Georgia is often referred to simply as coke(a trademark of coca-cola).

Entered Indian market in 1956.But due to some problem related to foreign exchange act they left the country in 1977 but relaunched the brand again in 1993

PRODUCT
y The list of Coca-cola brands are as follows:
y Diet Coke y Fanta y Kinley y Minute Maid y Nestea

Pepsi. competition in the market. Nowadays more expenses are spent on advertising my soft-drink companies rather than on manufacturing. y But after the emergence of other companies especially the likes of y Coke has brought in a revolution especially in Indian markets with the Rs. 5 pricing strategy which was very famous.PRICE y Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was cost based i. This campaign was very successful especially with the price conscious Indian consumers.e. It was the first company to introduce the small bottle of Coke for just Re. y Even today most prices of Coke are decided on the basis of the . it was decided on the cost which was spent on making the product plus the profit and other expenses. Coca-cola started with a pricing strategy based on the basis of competition.5.

The website looks something like this: .PLACE y Coke is a multinational company and it has its market around the entire world. This can be said just by the first page on its site which asks people to select the place of their choice.

. so they targeted the youth market.IN y It s been decades since these Cold drink giants are fighting over Indian cold drink market share. who would replace the more mature coke drinker. As coke is an old giant in India. Pepsi saw that adult brand loyalty for coke is difficult to change.

main reason for picking up the word .the creative director of the campaign. y With the tag line thanda matlab cocacola they wanted to target both urban and rural masses.PROMOTION y Coke hit the floor with an ad campaign with thanda matlab cocacola with an objective to have mass appeal.According to Prasoon Joshi. y The main aim to use the word thanda was to make a generic name for coke.

Thanda usually means lassi or nimbu pani. So in the ad campaign they selected Aamir Khan where he featured as a tapori (street smart). in all the three ad he tried to make a connection with coca -cola and the word thanda.because he said thanda is a very north India centric term. .So he wanted to equate coke with thanda. Go to any restaurant in north and attendants would promptly ask thanda ya garam.Thanda.then in the second ad as a Hyderabadi pan seller and in the third ad as Punjabi farmer.

They introduced pet bottle worth Rs 5. The main aim was to hit the emotions of the consumers. which means happiness. y Last summer they came up with their latest campaign Brrrrrrr".y Coke also came out with an idea of chota coke.their target was also to penetrate the rural market.so that everyone can enjoy the thanda. they will get feeling of happiness. so that whenever and wherever they consumers drink coke. .

principal s room. next to the girl s hostel watchman and the wall on which they draw their stumps when they play cricket among others. their classroom.In 2011 Diwali coke came out with a campaign Khushiyan Baatne Se Hi Badhti Hain . These places include. canteen.It is shown that a group of friends shown lighting diyas at places that are most dear to them. .

The main aim of the campaign was to make a feel in consumers mind that Happiness becomes much bigger when you share it with others. .

y Founded by in 1898 by Caleb Bradham y PepsiCo entered India in 1989 and in a short period of 20 years has grown into the largest and one of the fastest growing food & beverage business in the country. .

citric acid and natural flavors. high fructose corn syrup. colorings. y Some of the different and varied brands of Pepsi are as follows: y y y y y y y y y y Aquafina Diet Pepsi Mirinda Mountain Dew Pepsi Pepsi Blue Slice Tropicana Products Tropicana Twister 7up . sugar.Product y Basic ingredients :carbonated water. caffeine. The caffeine free Pepsi-Cola contains the same ingredients but no caffeine. phosphoric acid.

PRICE y Pepsi again decides it price on the basis of competition. Though lowering the price would attract the customers but it would not help them cover up the cost incurred in production hence causing them losses. It has covered all its losses and is now growing at a rapid rate. The company is renowned to bring the price down even up to half if needed. . y This was the situation earlier but now Pepsi is a fullfledged and growing company. y But this risk taking attitude has also earned Pepsi losses. The best thing about the company Pepsi is that it is very flexible and it can come down with the price very quickly.

Fritolays. Till now Pepsi has collaborated with companies like Quaker Oats. The recent example with would be the Pepsi advertisements having David Beckham as it brand ambassador.PLACE y Pepsi again has spread worldwide. etc. Lipton. Pepsi when entering a new market does not go in alone but it looks for partners and mergers. . y Pepsi like Coke has spread all over the world. Starbucks. It is because of this worldwide spread that now it is coming up with Advertisements which can be broadcasted in the different nations in the world.

so they targeted the youth market. Yeh hi hai right choice baby! was an iconic brand statement. who would replace the more mature coke drinker. Pepsi saw that adult brand loyalty for coke is difficult to change. y So they began their campaign by giving their brand cool identity.PROMOTION y As coke is an old giant in India. Brand Pepsi was gifted the cool status by teens and adults when it was launched in India in 1990. .

y During 1996 world cup they came out with the nothing official y y y y about it ad to counterattack coke ad of being official partner of world cup. so they launched the youngistan campaign. Pepsi launched a new campaign called My Can focusing on the cool factor associated with youth in which they changed look of the can. the word youngistan was chosen because youngistan reflects the mood of India s youth which is today keen to take the rope and drive India. In 2001 came up with 'Mera Number Kab Aayega as the international line at that time was 'Pepsi Numero Mania'. This campaign has two new celebrities Ranbir and Deepika.executive director marketing PepsiCo. . In 1999 they came up with yeh dil mange more to carry forward their Ask For More international ad campaign. As Pepsi target audience are mostly teens and young adult. According to Punita lal.

and attitude through the advertisement. lifestyle. y As a part of promotional strategy pepsi has launched a website inside the pepsi cool zone and is planning to make it responsive where youth can visit and can make any comments on any topic. . y Pepsi Youngistan is also sponsoring wass up youngistan on MTV a show where youth can voice their thoughts.y The campaign basically attempts to capture the youth of today by focusing on their personality.

y These were the list of six questions which were asked to 30 consumers of different age groups. .Consumer s Perception y Through the survey the main aim is to find the brand awareness. and brand associations. perceived quality.

other . advertising and slogan d.Questionnaire y Which brand do you prefer? a} Coke b} Pepsi y Why do you prefer this product? a. Brand ambassador e. price c. quality d. innovative c. Youthful b. other y what do you associate with your brand? a. Taste b.

A lot c. Very little e. Very much b. Little d. . No influence.Questionnaire (contd) y Do you know your brands latest slogan? y Do you know what your brand s latest audio video campaign? y How much influence does the advertisement have on your choice of cola-product? a.

MARKET SURVEY y AGE GROUP <18 18-30 30-40 >40 No of respondents 2 15 7 6 .

WHICH BRAND DO YOU PREFER? y AGE GROUP y <18 y 18-30 y 30-40 y 40> PEPSI 2 11 4 2 COKE 0 4 3 4 .

y In the age group 18-30 out of 15 respondents 9 said they prefer because of advertisement and slogan.Why do you prefer this product? y In the age group <18 they preferred the brand because of slogan and advertisement. y In the age group 30-40 out of 7 respondents 4 said they prefer their drink because of taste and other 3 said because of advertising. .6 said because of taste. y In the >40 out of 6 respondents 5 preferred the brand because of taste.

y In the age group 18-30 out of 15 respondents 8 preferred because of youthfulness. . y In the age group 30-40 only 2 preferred because of youthfulness. y In the age group >40 out of 6 respondents.4 preferred because of brand ambassador and 2 preferred because of innovation and 1 because of quality.4 preferred because of quality and 2 because of other reason.what do you associate with your brand? y In the age group <18 two respondents they preferred because of brand ambassador.4 preferred because of quality and 1 because of brand ambassador.

4 knew their brand latest slogan. .Do you know your brands latest slogan? y In the age group<18 out of 2 respondents 1 knew the brand latest slogan. y In the age group 30-40 out of 7 respondents. y In the age group 18-30 out of 15 respondents 10 knew their brand latest slogan. y In the age group >40 only 1 knew the brand slogan.

Do you know what your brand s latest audio video campaign? y In the age group <18 knew it. y In the age group 18-30 out of 15 respondents .11 knew it. y In the age group 30-40 out of 7 respondents 4 knew it. . y In the age group >40 out of 6 respondents 2 knew it.

4 said very much.How much influence does the advertisement have on your choice of cola-product? y In the age group<18 the respondents said very much.3 said little. y In the age group 30-40.3 said no influence.3 said a lot. y In the age group 18-30.1 said very little whereas 3 said no influence. 2 said little. y In the age group>40 .2 said very little.1 said very much.4 said a lot.2 said no influence. .

through the survey it can be concluded that young population is much more fascinated about Pepsi and about their campaign. y As it has been said that Pepsi s target is the young population. y Whereas coke is generally popular in the age group>40.CONCLUSION y It can be easily concluded that price doesn t play an important role in choice of the brand. .

Overall it can be concluded that psychographic factors plays an important role in selecting the brand. . Two of my respondents whose age near about 60. and coke was very popular.they said they prefer coke because Pepsi was not available during their college life.Conclusion y Advertising and slogan plays an important role in the youth population.

because the students prefer the my can style of Pepsi. y Taste plays an important role in the age group30-40 as well as psychographic factors .Conclusion y Another respondents(age>40) who happens to be an owner of a cigarette shop. he said that Pepsi's demand is higher than coke among students. but interestingly he prefers coke in other words gen y is more concerned about the style and fashion.

THANK YOU .

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