a comparative study of market share of coca cola and pepsi in meerut - copy (1).doc

8/9/2019 A COMPARATIVE STUDY OF MARKET SHARE OF COCA COLA AND PEPSI IN MEERUT - Copy (1).doc

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Project Report

ON

“A COMPARATIVE STUDY OF

MARKET SHARE OF COCA COLA

AND PEPSI IN MEERUT”

Submitted for the partial fulfilment for the award

Of

Bachelor of Business Administration from

Chaudhary Charan Singh Uniersity! "eerut

#$%#&%'

Submitted (o)

SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under (he superision of) & Submitted By)&

Mr. RAHUL SHARMA SAKSHI

CHAUDHARY

(H.O.D, of BBA, De! " BBA VI

SEM

Ro## No.

$$%&'$

DEPARTMENT OF MANAGEMENT1


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SHANTI INSTITUTE OF TECHNOLOGY MEERUT

BA(C*$%#&%'

2


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DECLARATION

+,C-ARA(.ON

I SA/S*. C*AU+*AR0! Student of BBA 12. Sem hereby declare that

the research report entitled 3A CO"PARA(.2, S(U+0 O4 "AR/,(

S*AR, O4 COCA CO-A AN+ P,PS. .N ",,RU(56 is an original

or! done by "e and has been s#b"itted to Project 7uide "r5 Rahul

$


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Sharma *5O5+5! BBA +epartment ! S.( "eerut! Affiliated to CCS

Uniersity! "eerut No %#b"itted any &ollege ' Instit#te ' (ni)ersity in

any *or" or "anner prior to this+

SA/S*. C*AU+*AR0

BBA 2. S,"

Roll No5 889:'8;

,


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ACKNOWLEDGEME

NT

AC/NO


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I! )* + -re! #e*/re !o !0e !1)* oor!/2)! !o

302o4#e5-e !1e 3o2!r)6/!)o2 of 2/+6er of eo#e

41o 1e#e5 +e )2 3o+#e!)2- + Re*er31 Reor!

)2 “A COMPARATIVE STUDY OF MARKET SHARE OF COCA

COLA AND PEPSI IN MEERUT”.

I + 7er -r!ef/# !o M Pre2!* for 1)* -/)523e 25

e23o/r-e+e2! for 1)* K)25 Cooer!)o2. I 4o/#5

#)0e !o !120 Project 7uide "r5 Rahul Sharma *5O5+5! BBA

+epartment ! S.( "eerut for !1e)r e83e##e2! -/)523e )2

!1e +0)2- of + ro9e3!.

F)2## I + *)23ere# !120f/# !o o!1er* 41o 17e

5)re3!# or )25)re3!# 1e#e5 +e )2 !1e 3o+#e!)o2

of !1e ro9e3!. I 4o/#5 #*o #)0e !o 302o4#e5-e !1e

*/or! of o!1er +e+6er* 41o 1* 1e#e5 +e !o

+0e !1)* ro9e3!.

SA/S*. C*AU+*AR0

.


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PREFACE

/


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PR,4AC,

This pro0ect report has been prepared toards the partial *#l*ill"ent o* post

grad#ate diplo"a in "anage"ent+

In s#""er the cons#"ption o* so*t drin!s is "ore d#e to hot eather in this

ti"e chilled ater is needed e)eryhere and e)ery body irrespecti)e o* age

di**erence+ In the "ar!et peoples not only need ater b#t they ant sa"e

taste too+ ere co"es the need o* so*t drin!s3 it has beco"e an essential part

o* "ar!et as people li!e it in addition to the bottles no day4s pac!ages o*

so*t drin!s i+e+ Tin cans+ Pet pac!s o* canisters and dispensers are introd#ced

to enhance the i"pact in sales+

5


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(AB-, O4 CON(,N(S

C*AP(,R NA",

INTROD(&TION OF TE %T(D6 17811

1+ O9:E&TI;E% OF TE %T(D6 1281$

2+ &O&A8&O


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i+ INTROD(&TION OF RE%EAR& METOD /78/1

ii+ RE%EAR& P


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.N(RO+UC(.ON O4

S(U+0

11


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.N(RO+UC(.ON

I did "ar!et research on the topic o* "ar!et share o* coca cola and channels o*

distrib#tion++

Mar!eting Plays a )ital role in todays b#siness scenario here the FM&G

concern are planning to ha)e an edge o)er their co"petitors+

Mar!eting is a )iepoint hich loo!s at entire b#siness process as a highly

integrate e**ort to disco)er create and satis*y cons#"er needs+

The Research or! consisted o* *inding ne channels *or the pro"otion o*

&o!e and pro"oting its ongoing brands in Meer#t+ %#r)eys ere carried o#t

to *ind the test "ar!et and the strategy to be #sed to enter and s#stain that

channel+ The )ario#s s#r)eys indicated that Meer#t &ity o#ld be a good test

"ar!et and also that the standard o* li)ing as "#ch di)ersi*ied+ ence the

strategy *or pro"oting it as de)eloped thro#gh so"e other s#r)eys+

12


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OB=,C(.2, O4 (*,

R,S,ARC*

1$


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OB=,C(.2, O4 (*, R,S,ARC*)

The ob0ecti)es o* "y st#dy are as *ollos3

1+ To *ind o#t the share o* &oca8&ola and Pepsi in "ar!et+

2+ To #nderstand the retailer4s proble"+

$+ To !no the distrib#tion syste" o* &oca8&ola and Pepsi+

,+ To !no the cons#"ers response toards the co"panies+

-+ To *ind o#t the "ost pre*erable brand+

.+ To established a s#itable channel o* distrib#tion beteen distrib#tor

and cons#"er+/+ To gi)e better *acilities and ser)ices to the cons#"er o* Meer#t city+

1,


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COCACOLA

COMPANY

PROFILE

1-


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*istory of Coca&Cola

9irth o* a re*reshing Idea38

:ohn %tryth pe"berton *irst introd#ced the re*reshing co!e taste o* &oca cola

in Atlanta Georgia+ It ay "ay o* 155. hen the phar"acist

concocted a cara"el colored syr#p in a three8legged brass !ettle

in this bac!yard+ The *irst Bdistrib#teC the ne prod#ct by

carrying &oca &ola in a :#d don the street to :acobs Phar"acy

*or *i)e percents cons#"ers co#ld en0oy glass o* &oca &ola at

the soda *#nction hether e design or accident carbonated

ater ay ter"ed ith ne syr#p prod#cing a drin! that as

proclai"ed Delicio#s and re*reshing+

Dr+ pe"berton4s partner and boo!!eeper *ran! M+ Robinson %#ggested the

na"e and penned &oca &ola in #ni#e *olloing script that is *a"o#s

orldide today+ Mr+ Robinsan tho#ght BThe to &4s o#ld loo! ell in

ad)ertising+

9y 155. sales o* &oca &ola a)eraged nine drin!s per day+ That *irst year

Dr+ Pe"berton sold 2- gallons o* syr#p shipped in bright red ooden !egs

+red has been a distincti)e color associated ith the No+1 so*t drin! brand

e)er since+ For these e**orts Dr+ Pal"erton grossed -7 and spent /$+=. on

ad)ertising+

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In 15=1 Atlanta entreprene#r+ As g+ candler had ac#ired co"plete oner

ship o* the &oca cola b#siness ithin *or his "erchandising *lair helped

epand cons#"ption o*

&oca cola to e)ery state and territory+ In 1=1= the coca cola ay sold to a

gro#p in)estors *or 2-"illion Robert >+>oodr#p beco"e president o* the

&oca cola co"pany in 1=2$ and his "ore than si decades o* leadership

too! the b#siness to #nri)aled height o* co""ercial s#ccess "a!ing coca

&ola in instit#tion the orld o)er+

COCA&CO-A 4.RS( BO((-,+

&oca &ola began as a *ernte)in prod#ct b#t candy "erchant 0#septh A+

9iedentrnn o* Mississippi as loo!ing *or a ay to ser)e this resrashing

be)erage at picnics+ Tiebegan o**ering bottled &oca H&ola #sing syr#p

shipped *ro" Atlanta d#ring an especially b#sy s#""er in 15=,+

In 15== large scale bottling beco"e possible hen as concl#der granted

ecl#si)e bottling rights to :oseph 9+ hiter head and 9en0a"in F+ Tho"as

o* &hattanooga :enacessec+ The contract "ar!ets the beginning o* the &oca

&ola &o"pany4s #ni#e intend"ent bottling syste" that re"ains the

*or"ations o* the co"pany so*t drin! operations+

9ac! then sods a bottle ere all )ery si"ilar and &oca8&ola has "any

i"itators hich cons#"ers o#ld be #nable to identi*y #ntil they too! a sip+

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The anser ay to create a distinct bottle *or &oca &ola+ As a res#lt the

gen#ine &oca &ola bottle ith the conto#r shape no !non the orld ay

de)eloped in 1=1- by the red Glass &o"pany+

(*, BO((-.N7 S0S(,"

The day &oca &ola reach cons#"ers and c#sto"er aro#nd the orld thro#gh

a )ast distrib#tion netor! "ade #p o* local bottling co"panies+ These

bottlers are located aro#nd the orld and "ost are independent b#siness+

(sing concentrates and be)erages bases prod#ced by the &oca &ola

co"pany o#r bottling partners pac!age and "ar!et prod#cts the distrib#te

the" to "ore than "illion c#sto"er and "ore than 2 "illion )ending

"achines aro#nd the orld+

The &oca &ola &o"pany is co""itted to assisting its bottlers ith the

*#nction o* an e**icient bottling operation+ ?#ality contract "inistered

constantly by the co"pany is necessary to prod#ce high #ality so*t drin!s+

(RA+, "AR/S

O#r trade"ar!s are o#r "ost )al#able assets+ The trade"ar! B&oca8&olaC

as registered ith the (+%+ patent and trade"ar! o**ice in 15=$ *olloed

by B&o!eC in 1=,- the #ni#e conto#r bottle *a"iliar to cons#"ers e)ery

hen ay granted registration is a trade"ar! by the (+%+ patent and

trade"ar! o**ice in 1=// in honor a arded to *e other pac!ages+ In

1=52 the &oca &ola co"pany introd#ced diet &o!e is (+%+ cons#"er

"ar!ing the *irst etension o* "e co"pany4s "ost precio#s trade"ar! to

another prod#ct later years sa the introd#ction DP additional prod#cts

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bearing the &oca &ola na"e hich no e"con passes a poer*#l line o* si

&oal prod#cts+ Today the orld4s *a)orite so*t drin! &oca &ola the orld

best !non and "ost ad"ired trade"ar! recogniJed by "ore than =7

percent o* the orld pop#lation+

PRO+UC( A+2ANC,",N(

In 1=5- a ne &ola e"erged *ro" laboratory research+ Thro#gh internal

e)al#ation and tho#sand by blind taste tests cons#"er said they pre*erred it

o)er both &oca &ola and its pri"ary co"petition+ As a res#lt+ In April 1=5-

the co"pany pro#dly introd#ced the ne taster o* co!e the *irst change in

the secrete *or"#la since "y prod#ct ay created in 155.+

The la#nch o* &o!e ith the ne taste too! place in the (nited %tate and

&anada+

&ons#"er respected ith an #nprecedented and ne *a"o#s o#t po#ring o*

loyalty and o**ering *or "e original *or"#la o* &oca8cola ret#rned &oca8

&ola classic+ In 1=5. &oca8&ola classic beca"e and still re"ains the

nations top8selling so*t drin!+

1=


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2.S.ON>".SS.ON O4

COCA&CO-A .N+.A

Mission ;ision ;al#es

27


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O#r "ission )ision and )al#es o#tline ho e are hat e see! to achie)e

and ho e ant to achie)e it+ They pro)ide a clear direction *or o#r

&o"pany and help ens#re that e are all or!ing toard the sa"e goals+

E)erything e do is inspired by o#r end#ring ".SS.ON3

%5 Refresh the


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C*A.R"AN!

BOAR+ O4 +.R,C(ORS

22


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" U*(AR /,N

Chairman! Board of +irector

The &oca8&ola &o"pany

Muhtar Kent is Chairman of the Board and Chief Executive Officer of

The Coca-Cola Company, a position he has held since April 2009.Previously he was President and Chief Executive Officer and earlier,

President and Chief Operating Officer.

Mr. Kent joined The Coca-Cola Company in Atlanta in 1978, holding a

variety of marketing and operations leadership positions over the

course of his career. In 1985, he became General Manager of Coca-

Cola Turkey and Central Asia. Beginning in 1989, he served as

President of the Company's East Central Europe Division and SeniorVice President of Coca-ColaInternational, with responsibility for 23

countries.

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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

Beverage Group, a diversified beverage company with Coca-

Cola and beer operations across Southeast Europe, Turkey and

Central Asia.

Mr. Kent returned to The Coca-Cola Company in 2005 as President

and Chief Operating

Officer of the Company's North Asia, Eurasia and Middle East Group,

an organization serving a broad and diverse region that included

China, Japan and Russia. Less than a year later, he became

President of Coca-Cola International, leading all of the Company's

operations outside North America.

Mr. Kent holds a Bachelor of Science degree in Economics from the

University of Hull in England and a Master of Science degree in

Administrative Sciences from Cass Business School, City University

London.

Active in the global business community, Mr. Kent is Co-Chair of The

Consumer Goods Forum, Chairman of the International Business

Council of the World Economic Forum, a fellow of the Foreign Policy

Association, a member of the Business Roundtable, a past Chairman

of the U.S.-China Business Council and Chairman Emeritus of the

U.S. ASEAN Business Council. He also is a member of the Eminent

Persons Group for ASEAN, appointed by President Obama and

former Secretary of State Clinton. He serves on the boards of 3M,

Special Olympics International, Ronald McDonald House Charities,

Catalyst and Emory University.

2,


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Atul Singh

President C,O ! Coca&Cola .ndia

At#l %ingh too! o)er as the President &EO &oca8&ola India *ro" 1st

%epte"ber 277-+

Prior to this assign"ent At#l %ingh as the President o* East &entral

%o#th KE&%L &hina Di)ision in :an#ary 277-+ Gi)en the strategic

i"portance o* &hina a Di)ision ithin the greater &hina Di)ision as

created+ E&% &hina Di)ision consists o* %hanghai the %ire Territories o*

&hina ong @ong and Taian+ Additionally At#l as also responsible *or

the global and strategic @ey sto"er Relationships *or Greater &hina and

as a "e"ber o* the sto"er


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syste" in 1==5 as ;ice President Operations o* &oca8&ola India Di)ision+

e led the FranchiseOperations and @ey Acco#nts gro#p o* the India

Di)ision*ro"1==5to2771+

At#l holds a M9A degree *ro" Teas &hristian (ni)ersity+

2.


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"uhtar /ent C*A.R"AN!C*.,4 ,,CU(.2, O44.C,R

The &oca8&ola &o"pany

*erbert A5 Allen President and Chief ,ecutie Officer

KAllen &o"pany IncorporatedL

Ronald


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Barry +iller Chairman of the Board and

Chief ,ecutie Officer

InterActi)e&orp KIA&L

Aleis "5 *erman Chair and Chief ,ecutie Officer

KNe ;ent#res


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+onald 45 "c*enry +istinguished Professor in the

Practice of +iplomacy and

.nternational Affairs

D%chool o* Foreign %er)iceGeorgetonL (ni)ersity

=ames +5 RobinsonCo 4ounder and 7eneral Partner

RRE ;ent#res President

:D Robinson Inc+

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C*ANN,-S O4

+.S(R.BU(.ON

$7


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&ANNE


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+.S(R.BU(.ON C*ANN,-

Distrib#tion "eans s#pply o* goods *ro" co"pany to its #lti"ate #ser+ A*ter

"an#*act#ring the prod#ct the i"portant or! *or the is to pro)ide its goods

to its #lti"ate #ser at the right ti"e and hen "an#*act#ring process is

*inished then "ar!eting or! ill be started by the "ar!eting Depart"ent

hich adopts the policy *or pro)iding goods to the cons#"er at the right

ti"e and place+ Distrib#tion "eans the ay by hich the prod#ct reach to

the hand o* cons#"er these all process co"es #nder the Distrib#tion o*

Netor!+ Good distrib#tion netor! is essential *or "ore selling and

c#sto"er satis*action+ I* c#sto"er or retailer is not satis*ied ith yo#r

distrib#tion net or! It re*lects that co"pany4s Distrib#tion is not good and

so"e thing is rong any here+

Fro" the are ho#se co"pany la#nch the *la)ors in the "ar!et+ The *la)or

reach in the "ar!et to the retailer by to "edi#"+

1L 9y the co"pany )ehicle

2L Dealer

&o"pany )ehicle and dealer both pro)ides the *la)ors to the Retailer+

Retailer sales the *la)or to the cons#"er+ This is the good "ar!eting

strategy+

$2


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PRODUCT

PROFILE

$$


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PRO+UC( PRO4.-, O4 COCA&CO-A CO"PAN0)&

Coca&Cola Company seres consumers with following product)

COKE :-

The orlds *a)orite drin!+ The orlds "ost )al#able

brand The "ost recogniJable ord across the orld a*ter O@+

&oca8&ola has a tr#ly re"ar!able heritage+ Fro" a h#"ble

beginning in 155. it is no the *lagship brand o* the largest

"an#*act#rer "ar!eter and distrib#tor o* non8alcoholic

be)erages in the orld+&oca8&ola had signed on )ario#s celebrities incl#ding "o)ie stars s#ch as

@arish"a @apoor cric!eters s#ch as %rinath %o#ra) Gang#ly so#thern

celebrities li!e ;i0ay in the past and today its brand a"bassadors are Aa"ir

@han Aisharya Rai ;i)e! Oberoi and cric!eter ;irendra %ehag+

(*U"S UP )&

%trong &ola Taste Eciting Personality+

Th#"s (p is a leading carbonated so*t drin! and "ost

tr#sted brand in India+ Originally introd#ced in 1=//

Th#"s (p as ac#ired by The &oca8&ola &o"pany

in 1==$+

Th#"s (p is !non *or its strong *iJJy taste and itscon*ident "at#re and #ni#ely "asc#line attit#de+

This brand clearly see!s to separate the "en *ro" the

boys+

$,


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4AN(A)&

Internationally! 4anta 8 The orange drin! o* The &oca8&ola &o"pany

is seen as one o* the *a)orite drin!s since 1=,7s+ Fanta entered the

Indian "ar!et in the year 1==$+

O)er the years Fanta has occ#pied a strong "ar!et place and is

identi*ied as BThe F#n &atalystC+

Fanta ad)ertising o)er the ti"e has had the highest association ith *#n and

*riends that has re*lected thro#gh past T; co""ercials li!e Masti !a Apna

Taste 9a0ao Masti @i Ghanti to the recent co""ercials Dil @hol @e at the

Airport+

-."CA)&


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SPR.(,)&

>orldide %prite is ran!ed as the No5 @ so*t drin! and is sold in "ore

than %9$

countries+

In India %prite as la#nched in year %999 and today it has gron to

be one o* the *astest groing so*t drin!s leading the &lear li"e

category+

"AAEA)&

MaaFa as la#nched in 1=/.+ ere as a drin! that o**ered the sa"e

real taste o* *r#it 0#ices and as a)ailable thro#gho#t the year+In 1==$

MaaJa as ac#ired by &oca8&ola India+

O)er the years brand MaaJa has beco"e synony"o#s ith Mango+ This has

been the res#lt o* s#ch s#ccess*#l ca"paigns li!e TaaJa MangoMaaJa

Mango and 9otal "ein Aa" MaaJa hain Naa"+ &ons#"ers regard

MaaJa as holeso"e nat#ral *#n drin! hich deli)ers the real eperience

o* *r#it+

$.


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+.,( CO/,)&

loo?ing good and tasting greatG

+iet Co?e was born in %9H# and Iuic?ly became the No5 % sugar&

free drin? in diet&conscious America5 /nown as +iet Co?e in the

U5S5! Canada! Australia and 7reat Britain! and as Coca&Cola

light in other countries! itJs now the No5 8 soft drin? in the world5

SUN4.--)&

Sunfill Anand as la#nched ith the strategy cater to %E& &

D E and R#ral India+ It is a non8s#gared concentrate hich

pro)ides one sering at '$ paise only5 Anand has also beenla#nched in a "#lti8ser)e pac! hich proides ## glasses

only at Rs5 %$5

Sunfill (arang is targeted at ho#sei)es in the high8end grocery seg"ent

!eeping in "ind the age8old Indian c#sto" o* "a!ing s#ashes at ho"e+ It is

a non8s#gared concentrate and is a)ailable in a "#lti8ser)e pac! hich

"a!es %H glasses atRs+1-+

$/


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/.N-,0)&

>ater a thirst #encher that re*reshes a li*e gi)ing *orce that ashes

all the toins aay+ A rit#al p#ri*ier that cleanses p#ri*iestrans*or"s+ >ater the "ost basic need o* li*e the )ery s#stenance o*

li*e a celebration o* li*e itsel*+

@inley ater 8 9oond 9oond Mein ;ish)aas

2AN.--A CO/,)&

2anilla Co?e as la#nched in 2772 in North A"erica and

s#bse#ently in )ario#s other "ar!ets across the orld and "et ith

i""ense s#ccess+ The idea o* the re*resh"ent o* &oca8&ola ith a

hint o* ;anilla as *o#nd )ery appealing hen tested in India and e

la#nched ;anilla &o!e in April 277,+

brand is a)ailable c#rrently in 277 "l RG9' $77 "l RG9 -77 "l

PET and $$7

$5


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OVERVIE:OF

PEPSICO

O2,R2.,< O4 P,PS.CO)&

$=


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Pepsi&o is a orld leader in con)enient *oods and be)erages ith 277,

re)en#es o* "ore than 2= billion and 1-$777 e"ployees+ The co"pany

consists o* Frito8


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Pepsi&o Ksy"bol3 PEPL shares are traded principally on the Ne 6or! %toc!

Echange in the (nited %tates+ The co"pany is also listed on the

A"sterda" &hicago %iss and To!yo stoc! echanges+ Pepsi&o has

consistently paid cash di)idends since the corporation as *o#nded+

CORPORA(, C.(.E,NS*.P)&

At Pepsi&o e belie)e that as a corporate citiJen e ha)e a responsibility

to contrib#te to the #ality o* li*e in o#r co""#nities+ This philosophy is

epressed in o#r s#stainability )ision hich states3 BPepsi&o4s responsibility

is to contin#ally i"pro)e all aspects o* the orld in hich e operate H

en)iron"ent social econo"ic 88 creating a better to"orro than today+C

O#r )ision is p#t into action thro#gh progra"s and a *oc#s on en)iron"ental

steardship acti)ities to bene*it society and a co""it"ent to b#ild

shareholder )al#e by "a!ing Pepsi&o a tr#ly s#stainable co"pany+

,1


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P,PS.CO

*,A+KUAR(,RS

P,PS.CO *,A+KUAR(,RS)&

,2


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Pepsi&o >orld ead#arters is located in P#rchase Ne 6or!

approi"ately ,- "in#tes *ro" Ne 6or! &ity+ Edard D#rrell %tone one

o* A"erica4s *ore"ost architects designed the se)en8b#ilding head#arters

co"ple+ The b#ilding occ#pies 17 acres o* a 1,,8acre co"ple that

incl#des the Donald M+ @endall %c#lpt#re Gardens a orld8 acclai"ed

sc#lpt#re collection in a garden setting+

Masters s#ch as A#g#ste Rodin enri


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P,PS.COLS SUS(A.NAB-, A+2AN(A7,

Three "a0or s#stainable ad)antages gi)e Pepsi&o a co"petiti)e edge as e

operate in the global "ar!etplace3

K1L 9ig "#sc#lar brands

K2L Pro)en ability to inno)ate and create di**erentiated prod#cts and

K$L Poer*#l go8to8"ar!et syste"s+

Ma!ing it all or! are o#r etraordinarily talented and dedicated people+

>hen e ta!e these co"petiti)e ad)antages and in)est in the" ith dollars

generated *ro" top8line groth and cost8sa)ing initiati)es e s#stain a

)al#e cycle *or o#r shareholders+

In essence in)esting in inno)ation *#els the b#ilding o* o#r brands+

This in t#rn dri)es top8line groth+

Dollars *ro" that top8line groth are strategically rein)ested bac! into ne prod#cts and other inno)ation along ith cost8sa)ings pro0ects+

Th#s the cycle contin#es+

4R.(O&-A0 NOR(* A",R.CA

,,


45/105

Pepsi&os snac! *ood operations had their start in 1=$2 hen to separate

e)ents too! place+ In %an Antonio Teas El"er Doolin bo#ght the recipe

*or an #n!non *ood prod#ct H a corn chip H and started an entirely ne

ind#stry+ The prod#ct as Fritos brand corn chips and his *ir" beca"e the

Frito &o"pany+

That sa"e year in Nash)ille Tennessee er"an >+


46/105

P,PS.CO B,2,RA7,S NOR(* A",R.CA DPBNAM

Pepsi&o4s be)erage b#siness as *o#nded 15=5 by &aleb 9radha" a Ne

9ern North &arolina dr#ggist ho *irst *or"#lated Pepsi8&ola+

Today 9rand Pepsi is part o* a port*olio o* be)erage brands that incl#des

carbonated so*t drin!s 0#ices and 0#ice drin!s ready8to8drin! teas and

co**ee drin!s isotonic sports drin!s bottled ater and enhanced aters+

P9NA has ell !non brand s#ch as Mo#ntain De Diet Pepsi Gatorade

Tropicana P#re Pre"i#" A#a*ina ater %ierra Mist M#g Tropicana 0#ice

drin!s Propel %o9e %lice Dole Tropicana Tister and Tropicana %eason4s

9est+

P9NA "an#*act#res and sells concentrate *or so"e o* these brands to

licensed bottlers ho sell the branded prod#cts to independent distrib#tors

and retailers+ P9NA pro)ides ad)ertising "ar!eting sales and pro"otional

s#pport *or its brands+ This incl#des so"e o* the orlds best8lo)ed and

"ost8recogniJed ad)ertising+

In 1==2 P9NA *or"ed a partnership ith Tho"as :+


47/105

0#ice Tropicana P#re Pre"i#" beca"e the co"pany4s *lagship prod#ct+

Pepsi&o ac#ired Tropicana incl#ding the Dole 0#ice b#siness in A#g#st

1==5+

%o be beca"e a part o* P9NA in 2771+ %o9e "an#*act#res and "ar!ets an

inno)ati)e line o* be)erages incl#ding *r#it blends energy drin!s dairy8

based drin!s eotic teas and other be)erages ith herbal ingredients+

A Gatorade thirst #encher sport drin! as ac#ired by The ?#a!er Oats

&o"pany in 1=5$ and beca"e a part o* Pepsi&o ith the "erger in 2771+

Gatorade is the *irst isotonic sports drin!+ &reated in 1=.- by researchers at

the (ni)ersity o* Florida *or the schools *ootball tea" The Gators

Gatorade is no the orlds leading sports drin!+

P,PS.CO .N(,RNA(.ONA-

,/


48/105

Pepsi8&ola began selling its prod#cts o#tside the (nited %tates and &anada

in the "id81=$7s opening in the (nited @ingdo" in 1=$.+ Operations gre

rapidly beginning in the 1=-7s+ Today Pepsi&o be)erages are a)ailable in

"ore than 1/7 co#ntries and territories+ 9rands incl#de A#a*ina Gatorade

and Tropicana+

In addition to brands "ar!eted in the (nited %tates Pepsi&o International

brands incl#de Mirinda %e)en8(p and "any local brands+

Pepsi&o began its international snac! *ood operations in 1=..+ Today

prod#cts are a)ailable in nearly 1/7 co#ntries+ O*ten Pepsi&o snac! *ood prod#cts are !non by local na"es+ These na"es incl#de Ga"esa and

%abritas in Meico >al!ers in the (nited @ingdo" %i"ths in A#stralia

Mat#tano in %pain El"a &hips in 9raJil and others+ The co"pany "ar!ets

Frito8


49/105

In &edar Rapids Ioa :ohn %t#art and his son Robert and their partner

George Do#glas operated the largest cereal "ill o* the ti"e+ Ferdinand

%ch#"acher !non as The Oat"eal @ing had *o#nded Ger"an Mills

A"erican Oat"eal &o"pany in 15-.+

&o"bining The ?#a!er Mill &o"pany ith the %t#art and %ch#"acher

b#sinesses bro#ght together the top oats "illing epertise in the co#ntry as

The ?#a!er Oats &o"pany+

The *irst "a0or ac#isition o* the co"pany as A#nt :e"i"a Mills

&o"pany in 1=2. hich is today the leading "an#*act#rer o* panca!e"ies and syr#p+ Gatorade as ac#ired in 1=5$+

In 1=5. The ?#a!er Oats &o"pany ac#ired the Golden Grain &o"pany

prod#cers o* Rice8A8Roni+ Pepsi&o "erged ith The ?#a!er Oats &o"pany

in 2771+

,=


50/105

7OA- O4 P,PS.

-7


51/105

OUR 7OA-&

O#r goal is to o**er cons#"ers a range o* prod#cts that deli)er great taste

n#tritional )al#e con)enience and a**ordability+ >e are co""itted to playing a responsible role in health and ellness by enco#raging people to

adopt healthy acti)e li*estyles H beginning ith the prod#cts e o**er+

>e ha)e orld8class scientists sing#larly *oc#sed on science8based n#trition

standards and g#idance hen de)eloping *ood and be)erage prod#cts in

order to positi)ely i"pact health+ O#r state8o*8the8art research and

de)elop"ent *acilities ens#re that ere le)eraging o#r talent and operational

capabilities+

>e contin#e to "a!e great strides in trans*or"ing o#r port*olio o* prod#cts

to "eet cons#"ers needs by3

• Introd#cing ne *ood and be)erage prod#cts that o**er n#trition

bene*its and red#ced portion siJes

• Re*or"#lating so"e o* o#r eisting prod#cts to red#ce n#trients o*

concern incl#ding *at sat#rated *at sodi#" and added s#gars

• Adding hole grains *iber *r#it )egetables !ey )ita"ins and

"inerals

>e belie)e it is o#r responsibility to #nderstand the diet and n#trition needs

o* pop#lations aro#nd the globe in order to red#ce the ris! o* chronic

diseases associated ith poor diets+ This incl#des heart disease diabetes and

obesity+ >hile theres a lot o* debate abo#t di**erent sol#tions to obesity e

belie)e a !ey sol#tion to "aintaining a healthy eight is energy balance HH

the balance beteen calories cons#"ed and calories b#rned thro#gh acti)ity+

-1


52/105

>e belie)e the ay to "a!e a di**erence is thro#gh co"prehensi)e "#lti8

*aceted e**orts that in)ol)e tapping the epertise o* "any eternal partners

and or!ing both sides o* the energy balance e#ation+

In addition e ant to "a!e s"art choices easier *or cons#"ers by

pro)iding a ide )ariety o* health*#l *ood and be)erage prod#cts ith easy8

to8#nderstand n#trition labeling+

At Pepsi&o e acti)ely lead and engage in !ey pri)ate8p#blic partnerships

to increase o#r #nderstanding o* n#trition and health deli)er real

i"pro)e"ent in o#r prod#cts enco#rage responsible "ar!eting practices and

s#pport progra"s that "oti)ate cons#"ers to adopt healthier "ore acti)e

li*estyles+

9y doing this e belie)e e can help cons#"ers "a!e the choices they

ant and li)e healthy li)es+

OUR POR(4O-.O&

>e are pro#d to o**er a ide )ariety o* great8tasting *oods and be)erages

that deli)er en0oy"ent as ell as n#trition con)enience and a**ordability+

>e are contin#ally trans*or"ing o#r port*olio o* prod#cts to !eep #p ith

groing de"and *or healthier choices thro#gh3

• Ne Prod#cts and Approaches

• Re*or"#lation o* Eisting Prod#cts

• %trategic Ac#isitions

-2


53/105

,PAN+.N7 P,PS.COLS 7-OBA- R+ N,(ere epanding o#r global research and de)elop"ent capability #nder the

leadership o* one o* the orlds leading endocrinologists and other eperts in

science n#trition and health policy+ This "o)e brings a ne le)el o* epertise and *oc#s to o#r e**orts to de)elop prod#cts that address cons#"er

c#lt#ral tastes and *ood pre*erences ith the right n#trition and *#nctional

bene*its+

>ith increased research capability and in)est"ent the global RD tea"

ill establish priorities and standards o* practice *or longer ter" research

n#trition *ood sa*ety reg#latory and health policy+

Today there are eight regional research centers orldide *oc#sed on

le)eraging n#trition science !noledge and insight to de)elop con)enience

*oods and be)erages that can i"pro)e the o)erall diet and positi)ely i"pact

health+ The centers are located in


54/105

B,((,R C*O.C,S e care abo#t the health o* the cons#"ers ho en0oy o#r prod#cts and e

ant to help the" by "a!ing the health*#l *ood choice an easier choice+

%ince its 277, la#nch o#r %"art %pot sy"bol has "ade it easier *or

cons#"ers to identi*y Pepsi&o prod#cts that contrib#te to a healthier

li*estyle in the (+%+ The %"art %pot sy"bol H the sy"bol o* %"art &hoices

Made Easy H is a si"ple labeling syste" that eplains hy each prod#ct is a

s"art choice+ It is the only ind#stry sy"bol that "eets n#trition criteria

based on a#thoritati)e state"ents *ro" the (+%+ Food and Dr#g

Ad"inistration and the National Acade"y o* %ciences+

Prod#cts that carry the %"art %pot label3

• &ontain at least 17 o* the Daily ;al#e o* a target n#trient Ki+e+

protein *iber calci#" iron )ita"in A )ita"in &L and "eet li"its *or

*at sat#rated *at trans *at cholesterol sodi#" and added s#gar and'or

• Are *or"#lated to ha)e speci*ic health or ellness bene*its and'or

• Are red#ced in calories or n#trients s#ch as *at sodi#" or s#gar

For "ore in*or"ation )isit +s"artspot+co"+

-,

http://www.smartspot.com/http://www.smartspot.com/


55/105

*,A-(* AN+ orld ealth

OrganiJation+

The *i)e !ey global co""it"ents to action incl#de3

--


56/105

PRO+UC( PRO4.-, O4

P,PS.

-.


57/105

PRO+UC( PRO4.-, O4 P,PS.

Pepsi&o is "an#*act#ring "any brands o* so*t drin!s to satis*y the need o*

cons#"ers each brands has its on *la)or and taste beca#se di**erent brands

are li!ed by di**erent seg"ents o* c#sto"ers+

P,PS.

P,PS. A*A

+,<

".R.N+A ORAN7,

-/


58/105

".R.N+A -,"ON

S-.C,

AKUA4.NA

;&UP

D(he eight brands are different in taste! flaor and in their color5M

P,PS.)

Pepsi is considered a cola drin!s it is generally pre*erred by all seg"ents o*

cons#"ers+ This is a cash co brand *or the co"pany in the ter"s o* sales

re)en#e+

P,PS. A*A)

Pepsi *oods p)t+


59/105

+, is considered a le"on drin! it is generally pre*erred by all seg"ent o*

cons#"ers+ This is a cash co brand *or co"pany in ter"s o* sales re)en#e+

".R.N+A -,"ON AN+ ORAN7,)

Mirinda is co"ing in both *la)ors orange and le"on+ Its apple *la)or as

la#nched in be*ore pre)io#s year+ oe)er the brand *ails to "a!e in the

"ar!et and iped aay *ro" the can)as+ &hildren and o"en generally

pre*er Mirinda+ It also generates good sales re)en#e *or the co"pany+

;&UP)

/8(P has a le"ony taste+ It co"es #nder the category o* clear le"on+ It has

no color and is pre*erred by all seg"ents o* cons#"ers+ &o"pany is trying

hard to establish it Indian it still has to yield good sales re)en#e+

S-.C,

%


60/105

AKA4.NA

Pepsi &o"pany introd#ced pac!age drin!ing ater along ith its so*t

drin!s+ A#a*ina *o#nd )ery good acceptability in the Indian "ar!et a

ha)ing abo#t 27 "ar!et share o* drin!ing ater+

9OARD OF DIRE&TOR%

• Alberto Weisser

Chaira! a!" Chie# E$e%&ti'e O##i%er()&!*e Liite"+, Ele%te" ./00

•Sho!a L )ro1!

Senior Vice President, Google.org of Google Inc.

46. Elected 2009.

• 2aes 2 S%hiro

.7


61/105

Former Chief Execti!e "fficer, #rich Fin$nci$l

Ser!ices 66. Elected 200%.Presiding &irector

• Sharo! 3er%4 Ro%5e#eller

President $nd Chief Execti!e "fficer, 'E() P*lic

+$dio $nd (ele!ision St$tions

6. Elected -96.

.1


62/105

CO"PRA(.2,

A+2,R(.S.N7

S(RA(A7.,S

.2


63/105

CO"PRA(.2, A+2,R(.S.N7 S(RA(A7.,S 4OR

3CO/,&P,PS.6

&ola "ar!et atchers are not as!ing *or their "oney bac!+ Neither they

short nor "etaphors+ The hale has eno#gh o* the little dolphin si""ing

aro#nd it taping n#dging and po!ing it in belly+ It is ti"e to t#rn aro#nd and

lash its tail don hard eno#gh to sand tidal a)ers to Antarctica+

Fo#r and hal* years a*ter i* reentered itsel* *or a direct battle to est cric!et

*ans aay *ro" Pepsi+

9roadly Pepsi is still a cool ne generation drin!+ And co!e is still a passion

player the di**erence is that cric!et is a"ong the passing ca"paign Kthe

other incl#des "o)ies and "#sicL+ No the ne generation li!es cric!et so

Pepsi is there+ Tapping the cric!et so Pepsi is here tapping the cric!et

obsessions "an to yo#ng people so co!e is their clash+

One co#ld see it breing hen Pepsi did it then Ga8= 9A 7 to all thins

o**icial in the B1=== >OR


64/105

%ince then Pepsi has b#ilt yo#th spontaneity and irre)erence as essential

ele"ents o* the brand personality+

%achin s"ashing a ide screen AJahar siping a Pepsi it has been an o**

the *ield sitco" o* sorts+

&oca8&ola association itho#t cric!et started ith the "ast spot did ell it

enhance co#ntryside nostalgia and old cons#"ers+ oe)er the Pepsi crod

as the Pepsi+>hile its ell !non &O9O &o+ oned bottling operations

and FO9O KFranchisee oned bottling operations netor! co)er "ost o* the

co#ntry ade#ately i* is the ay in hich Pepsi &o+ India strength its

"ar!eting that gi)es an edge+ E)ery "e"ber o* its sales tea" is

Metic#lo#sly ta#ght the "erchandising and display s!ill that can le)erage+The erase o* the &o+ bottling netor! to achie)e high )isibility *or the

prod#ct+ Th#s Pepsi &o+ India has #sed its 5 years to de)elop a relationship

orth its bottles that enables it top or!ing tande" ith the"+ Pepsi4 setting

snd "ar!eting approach has beco"e &ola centic Rishi eplain that their

strategy has been to !eep rise ith the "ar!et groth rate in &ola4s b#t

toe"erge as the de*inite &ola they has to p#t their "ight behind brand

Pepsi+

Pepsi also has no intention i* loosing its grip on teenagers Miinda is

pri"arily targeted at pre teens globally Mirinda is Pepsi4s *ather rising

brand ith do#bles digital sales groth *or the *i)e years+ Pepsi ill

contin#e to be a "a0or sponsor o* the sports+ The Pepsi Asia c#p the Deodhar

Trophy and one day series in India+

The &o+ also sponsors the 1. &ric!ets to#rna"ents and is trying the idea

"o)ing into sports the Nehr# golden c#p cha"pionship+

Pepsi is playing on strategic alliance ith s"all players+ In May1==,

reasonal arrior d#!e and s#n4s s#rrendered its 1- "ar!et share in

M#"bai to Pepsi 0#st hat does a &o+ do hen its ac#ired brand o)erlap

.,


65/105

ith its on The ob)io#s anser3 @ill ths ea!er brand the brand hich

co#ld ha)e pro)ided a shield hoe)er is ignored as the &o+ *eels that it ill

dil#te its th#rst and con*#se cons#"er by concentrating on "ore than one

brand at a ti"e+ >hile the principal o* *oc#s "ay s#pport s#ch a strategy the

"ar!et alar" does not+

A*ter the >orld p &ric!et e"erged as greater heroes and Pepsi

loyalists+&o!e shi*ted its acco#nted "ccann8ericon to chaitra leo b#rnett

and asho#t ith and as!ing babbling cric!et enth#siastic in the stands to

cool don ith &o!e garbled and #neciting it did nothing+

&o!e as don b#t not+ Pepsi st#c! ith generation8net+ It had Rah#l

Dra)id ith ad)ice on concentration Gotta !eep a cool head he say playhard to get ith girls says the )is#als+ E)en %a#ra) Gang#ly ho"

&o!e signed on in a s#dden depart#re *ro" it4s earsthile no &elebes

principal+

>hate)er the "essage the &oca8&ola co+ decided eno#gh as eno#gh and

sings right bac! ith Th#"s (p4s re0oinder to Pepsi spoo* has a co#ple o*

"oney going thro#gh the sa"e eating and sleeping ro#tine+ Do not is a

bander taste the th#nder it says so+ To "a!e s#re no one "isses the point a

"on!ey appears ith a generation4s cost T8shirt+ &ontin#ing the o*ten sa)e

Th#"s (p net as has this lost Mon!ey8pinching crate o* so*t drin!s *ro" a

%ardar0i4s Tr#c!+

The s#rprise is that &o!e the saint has also 0oined the *arce+ It spends ad

*eat#res %a#ra) Gang#ly and :a)agal %rinath ith heading saying B&halo

!aharayaC and a p#nch line saying that %a#ra) and %rinath gobble bats"an

no bats+

.-


66/105

The cons#"ers lo)e "o)e"ent o* it+ 9#t ho is inning &o!e is ne

aggressi)e stance has scored ponts on sheer decibel le)els b#t as a co+

spo!esperson says the strategy is to b#ild the brand as a passion in li*e 0#st

as a cric!et is this aren4t happening+ This is interesting in itsel* says an ad

"an in Delhi hoe)er there Is lac! o* *lo in it >hen yo# say only co!e

yo# restrict the i"pact+ 6o# cannot i"pose ater rights co"part"ent or

appear to dictate ter"s to the cons#"er+

&o!e is contrast see"s to be a ca#ght beteen the )oices o* a#thority

generation o* past and the discipline Hho4s that generation net &o!e has

still to de*ine the personlality *or itsel*+ I* it is going straight *or the cric!etobsessed this pro)ides the basis *or #nli"ited a#dience seg"entation

9#t it is 0#st a basic that is all it dpoes not in the brand lo)e any "ore rthe

co"paign so#nd too "#ch li!e a"edia plan+ >hile the co!e re*lect theb

brand co""it"ent the )is#al do not do any thing to sti!e a a)elength ith

the target &ons#"er+ In other ords cric!et being a co""on area o* interest

is not s#**icient gro#nd *or relationship+ More e)er its need not to be the

pepsi @ind o* brand brotherhood+ Neither it be *#n!y *#nny or *ri)olo#s+

This is challenge *or co!e+

..


67/105

"AR/,(.N7

S(RA(,7.,S

CO"PAR.S.ON

./


68/105

"AR/,(.N7 S(RA(,7.,S CO"PAR.S.ON

&oca8&ola and Pepsi&o Mar!eting %trategies and Pac!aging &hoices Res#lt

in Do#bling 9ottle and &an >aste NE> 6OR@ KApril 1/ 2772L 88

Mar!eting strategies and pac!aging choices #sed by The &oca8&ola

&o"pany and Pepsi&o Inc+ led to a do#bling o* so*t drin! bottle and can

aste beteen 1==2 and the year 2777 the &ontainer Recycling Instit#te

said this "orning in a nes con*erence at Madison %#are Garden+

%o*t drin! container aste increased *ro" 15 billion in 1==2 to $. billion

&o!e and Pepsi bottles and cans in 2777 according to the &ontainer

Recycling Instit#te+

&o!e and Pepsi "ar!eting strategies ha)e increased be)erage sales and

pro*its at the epense o* tapayers and the en)iron"ent+ E)ery year *or the

last decade local go)ern"ent and tapayers ha)e been *orced to pay higher

taes and *ees *or aste disposal litter pic!#p and recycling costs beca#se

o* corporate decisions by &o!e and Pepsi the &ontainer Recycling

Instit#tes Eec#ti)e Director Pat Fran!lin said+

Fran!lin spo!e to en)iron"ental and recycling leaders gathered o#tside the

&oca8&ola ann#al shareholder "eeting at Madison %#are Garden+ %tanding

be*ore a 2-8*oot high in*lated "odel plastic &o!e bottle she addressed

.5


69/105

acti)ists ho ant to epand the s#ccess*#l Ne 6or! %tate bottle bill la

to place a re*#ndable deposit on bottled ater teas 0#ices and sport drin!s+

&oca8&ola sells a "#ch ider range o* be)erages than hen the bottle bill

las in Ne 6or! and = other states ere passed+ 9illions o* these be)erage

containers arent co)ered by deposits and "ost o* the containers are being

asted Fran!lin said+

&o!e classic is sold in containers ith a -8cent deposit and has abo#t a /7

recycling rate in Ne 6or!+ 9#t the *astest groing seg"ents o* the

be)erage "ar!et *or &oca8&ola are bottled ater sports drin!s 0#ices andteas that arent co)ered by deposits and the recycling rates *or these

be)erages are less than 27 percent Fran!lin said+

In the last decade &oca8&ola and Pepsi&o co""itted to "ar!eting single8

ser)ing be)erages p#rchased and cons#"ed aay *ro" ho"e and aay

*ro" con)enient recycling opport#nities+ %ales o* these be)erages target

yo#nger and yo#nger people ith schools and #ni)ersities being one highly

co"petiti)e "ar!etplace *or &o!e and Pepsi ecl#si)e "ar!eting

agree"ents+

(n*ort#nately neither &o!e nor Pepsi ha)e "ade serio#s e**orts to address

the groing aste proble" res#lting *ro" increases in aay *ro" ho"e

cons#"ption+ In Ne 6or!s *ast8paced b#siness and to#rist ind#stries an

epanded bottle bill o#ld increase recycling at )irt#ally no cost to

tapayers Fran!lin said+

.=


70/105

Mayor 9loo"berg and the state o* Ne 6or! are hard8pressed *inancially in

the a!e o* ='11 and the recession as they see! to pro)ide essential

ser)ices+ An epanded deposit la o#ld place the responsibility *or litter

red#ction and recycling s#arely on the sho#lders o* those ho "a!e and

pro*it *ro" these be)erages Fran!lin said+

Pac!aging decisions by &oca8&ola and Pepsi are increasing aste and

increases recycling costs in tho#sands o* co""#nities across the nation+ As

&o!e and Pepsi ha)e #sed "ore plastic bottles to increase pro*its plastic

bottle aste has eploded across the (nited %tates &RI %enior Policy

Analyst aste *ro" c#sto" PET plastic bottles #sed *or ater 0#ice sports drin!s

and other non8carbonated be)erages increased ,77 percent beteen 1==2

and 1==5+ The proble" contin#es to gro orse year by year as sales o*

plastic bottles increased 17 ti"es *aster than recycling o)er the last decade

@ing said+

>orst o* all *ro" a p#blic policy perspecti)e &o!e and Pepsi ha)e *o#ght

bottle bill deposit las *or "ore than thirty years 88 e)en tho#gh bottle bills

are the "ost e**ecti)e litter red#ction and recycling la+ The ten states ith

deposit las incl#ding Ne 6or! recycle "ore be)erage containers than

the other ,7 states p#t together Fran!lin said+

This *inding e"erged *ro" a ne be)erage container recycling st#dy

co""issioned by 9#sinesses and En)iron"entalists Allied *or Recycling

K9EARL a pro0ect o* Global Green (%A+

/7


71/105

>hile it as enco#raging that The &oca8&ola &o"pany participated in

9EARs M#lti8%ta!eholder Reco)ery Pro0ect the co"pany ithdre be*ore

presenting a plan to increase recycling+ 9EAR and the shareholder

resol#tions *oc#s on achie)ing an 57 percent national recycling rate hich

is a goal already achie)ed in "ost deposit states Fran!lin said+

&oca8&olas 9oard o* Directors needs to #nderstand that press#re *ro"

shareholders en)iron"ental gro#ps and p#blic o**icials ill increase #ntil

the co"pany ta!es responsibility *or its aste said Fran!lin+

/1


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.N(RO+UC(.ON

O4

R,S,ARC*

",(*O+-O70

/2


73/105

.N(RO+UC(.ON O4 R,S,ARC* ",(*O+-O70

Research "ethodology is a ay to syste"atically sol)e the

research proble"+ It "ay be #nderstood as a science o* st#dying ho

research is done scienti*ically+ In it e st#dy the )ario#s steps that are

generally adopted by a researcher in st#dying his research proble" along

ith the logic behind the"+ It is necessary *or the researcher to !no not

only the research "ethods'techni#es b#t also the "ethodology+

In research "ethodology e not only disc#ss the research "ethods

b#t also consider the logic behind the "ethods e #se in the contet o* o#r

research st#dy and eplain hy e are #sing a partic#lar "ethod or

techni#e and hy e are not #sing others+ >hen e st#dy research

"ethodology concerning a research proble" or st#dy a n#"ber o* #estions

are ansered s#ch as3

>hy a research st#dy has been #nderta!en o the research proble" has been de*ined

In hat the hypothesis has been *or"#lated

>hat data ha)e been collected and hat partic#lar "ethod has been

adopted

/$


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>hy partic#lar techni#e o* analyJing data has been #sed

R,S,ARC* P-AN

/,


75/105

R,S,ARC* P-AN

Research "ethology *or the present st#dy can by di)ided as3

%5 UN.2,RS,)

Finite

#5 SA"P-.N7 UN.()

Eisting c#sto"er ho pre*er co!e Pepsi

85 SOURC, -.S()

Pri"ary data

%econdary data

@5 S.E, O4 A SA"P-,)

The s#r)ey as cond#cted o* 177 respondents

'5 SA"P-.N7 +,S.7N)

177 Rando" %a"pling

:5 R,7.ON

Meer#t

;5 R,S,ARC* +,S.7N

/-


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Descripti)e Research Design

ANA-0S.S

The only presence o* the to giant co"panies doesn4t "ean absence o*

co"petition rather a nec!8to8nec! co"petition a d#al o* strategy and

co#nter strategy is all ti"e present to capt#re a greater "ar!et share+ For

etracting the total strength to co"panies ha)e a ide )ariety o* so*t

drin!+

1+ Present share o* yo#r o#tlet3 &o!e Pepsi

/.


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.N(,RPR,(A(.ON)& As well as this chart is concern there are high share of co?e

because the demand of co?e is high in comparison of Pepsi5

• Di**erent *la)or and di**erent pac!s are a)ailable *ro" both the

co"panies+


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+,"AN+ O4 CO-A 4-A2OUR

For cola *la)o#r coca8cola has to prod#ct4s co!e and Th#"s8(P and Pepsi

percentage in shon belo+

Flavor Company Product Demand in %

&ola &oca8&ola Th#"s8(P $-

&o!e 2-

Pepsi Pepsi ,7

It is represented by the *olloing pie chart+

/5


79/105

+,"AN+ O4 ORAN7, 4-A2OUR

4or orange flaour coca&cola has the product name is 4anta and Pepsi

has the product range is "irinda5

Flavor Company Product Demand in %

Orange Coca&Cola 4anta :$

Pepsi "irinda @$

.t is represented by the following pie chart5

/=


80/105

+,"AN+ O4 C-OU+0 -,"ON 4-A2OUR

&oca8cola has the "ost pop#lar prod#ct li"ca in clo#dy le"on *la)o#r and

Pepsi has


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+,"AN+ O4 C-,AR -,"ON 4-A2OUR

IN clear le"on coca cola has sprite Pepsi has to prod#cts+ prod#cts in this

are /8#p and Mo#ntain De+

The relative demand is shown in the following table.

Flavour Company Product Demand in

%

&lear


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DEMAND OF FR(IT

:(I&E

.n fruit juice Coca&Cola product is "aaFa and Pepsi

product is Slice5 (he demand of percentage is shown

below) &


Flavour Company Product Demand

in %

4ruit =uice Coca&Cola "aaFa H$

+,"AN+ O4 4RU.( =U.C,

In *r#it 0#ice &oca8&ola prod#ct is MaaJa and Pepsi prod#ct is %lice+ The

de"and o* percentage is shon belo3 8


Flavour Company Product Demand in %

Fr#it S:#ice &oca8&ola MaaJa 57

Pepsi %lice 27

52


83/105

It is represented by the *olloing pie chart

5$


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+,"AN+ O4 SO+A

&oca8&ola has the prod#ct @inley in %oda and Pepsi has E)ress+ The

de"and o* is shon belo3 8

Flavour Company Product Demand in %

%oda &oca8&ola @inley ,-

Pepsi E)ress --

It is represented by the *olloing pie chart5

5,


85/105

+,"AN+ O4 ater &oca8&ola @IN


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+,"AN+ O4 2AR.OUS PAC/S O4 COCA&CO-A

PAC/ +,"AN+ .N Q

277 M< ,7 2-7'$77M< $7 -77 M< 12 1


87/105

+,"AN+ O4 COCA&CO-A AN+ P,PS. .N 2AR.OUS

CUS(O",R 7ROUP

On the basis o* s#r)ey and ith the help o* #estionnaire+ The de"and o* coca8cola and Pepsi in )ario#s c#sto"er gro#ps is presented in the *olloing

table38

Customer Company Demand of %

MA


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+,"AN+ O4 "A-, CUS(O",R

DQM of demand for male&

CO/,& :'Q

P,PS.& 8'Q

55


89/105

+,"AN+ O4 4,"A-, CUS(O",R 7ROUP

The *olloing chart represents the de"and o* Fe"ale c#sto"er gro#p3 8&O@E8 /7PEP%I8 $7

5=


90/105

+,"AN+ O4 C*..-+R,N CUS(O",R 7ROUP

The de"and o* children c#sto"er gro#p is represented by the *olloing Pie

&hart3

CO/,& ;$Q

P,PS.& 8$Q

=7


91/105

FINDINGS

=1


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4.N+.N7S

According to the analysis the share o* coca cola is .2 and the

share o* Pepsi is $5+in Meer#t

Fro" the analysis it is concl#ded that s#pply is the "ain retailer4s

proble"+

According to the analysis ., o* retailers are satis*ied *ro" the

distrib#tion o* &oca &ola and the re"aining $. o* retailers are

le*t toards Pepsi+

According to the analysis it is concl#de that sto"ers are

alays pre*er the taste in co"parison o* pac!aging and the

A)ailability+

=2


93/105

CONCLUSION

=$


94/105

CONC-US.ON

Fro" the analysis o* the data it can be concl#ded that the "ar!et

share o* &oca8&ola is "ore than the "ar!et share o* Pepsi+ %o it

shos that the de"and o* &oca8&ola4s prod#ct is "ore ith the

co"parison o* Pepsi prod#ct+

%#pply o* )ario#s *la)ors is not ade#ate+ Fla)or li!es


95/105

SUGGESTIONS

=-


96/105

SU77,S(.ONS)

• A*ter doing this pro0ect research I *ind "ysel* able to s#ggest to Pepsi

and &oca8&ola to boost #p the a)ailability o* their brands3

• %#per)ision o* the ro#tes sho#ld be i"pro)ed beca#se "any shops in

a ro#te are neglected *or co#ple o* days+

• Replace"ent to be done on ti"e+

• The sche"e "#st be co""#nicate properly to the retailers so that

they are better e#ipped to handle the #arries o* the cons#"ers+

• There sho#ld be proper s#r)ey o* "ar!et and handling the #eries o*

retailers by c#sto"er eec#ti)e+

=.


97/105

LIMITATIONS

=/


98/105

-.".(A(.ONS

1+ The *irst proble" I *aced is in getting the co8operation *ro" the

c#sto"ers+

2+ The second proble" *aced by "e as in getting the re#ired secondary

data sorting the" photocopying and organiJing the" according to "y need+

$+ The retailers d#e to con*idential reason did not gi)e so"e data+

,+ The s#r)ey is restricted to only a li"ited area in Meer#t+

=5


99/105

BIBLIOGRAPHY

==


100/105

B.B-.O7RAP*0

&ons#lted 9oo!s

• Research Methodology by &+R+ @othari+

• Mar!eting "anage"ent by Philip @otlerKp#blished by Dorling

@indersley India P)t+ebsite

177


101/105

• +cocacola+co"

• +pepsico+co"

• +google+co"

;UESTIONNAIRE

171

http://www.cocacola.com/http://www.pepsico.com/http://www.cocacola.com/http://www.pepsico.com/


102/105

KU,S(.ONNA.R, 4OR R,(A.-,RS

Na"e o* the o#tlet38

Address38

&ontact Person ith Phone N#"ber38

1+ Present share o* yo#r o#tlet38 aL&oca &ola bLPepsi

2+ sto"er De"and o* Fla)ors8ise38

4laour Coca&Cola Pepsi

Cola (hums Up Pepsi

Orange 4anta "irinda

Cloudy -emon -imca -emon "irinda

Clear -emon Sprite ;&U "5+ew

"ango "aaFa Slice

Soda /inley ,erress


103/105

$+>hat are the de"ands o* )ario#s pac!s o* &oca &ola Pepsi

PACK DEMANDS IN %

277"l+

2-7'$77"l+

-77"l+

1777"l+

1-77"l+

2777"l+

,+ De"and o* di**erent c#sto"er gro#p38

Gro&6 Co5e 3e6si

Male

Fe"ale

&hildren

-+ %atis*action abo#t %#pply3 &O@E PEP%I

17$


104/105

KU,S(.ONNA.R, 4OR CONSU",RS)&

Na"e o* the Person38

Address38

&ontact Person ith Phone N#"ber38

1+ Do yo# cons#"e cold drin!

KaL 6es KbL no

2+ >hich *la)or do yo# pre*er

KaL &ola KbL hich is yo#r "ost alternati)e pre*erred brand

KaL Pepsi KbL &o!e KcL Th#"ps (p

KdL


105/105

-+ >hich %@( do yo# pre*ers

KaL277"l KbL2-7"l KcL$77"l

KdL1ltr+ Pet KeL 2ltr+ Pet

.+ >hich alternati)e %@( do yo# pre*ers

KaL277"l KbL2-7"l KcL$77"l

KdL1ltr+ Pet KeL 2ltr+ Pet

;5 Please grade the"

a+ A)ailability

b+ Pac!aging

c+Taste

a comparative study of market share of coca cola and pepsi in meerut - copy (1).doc

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