coca-cola & pepsi (comparitive study between)
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THE COMPARITIVE STUDY BETWEEN COCA-COLA AND PEPSISUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATIONSESSION 2008-2011
MJP Rohilkhand University,BareillySubmitted by: Gurinder Pal Singh BBA VIth Roll No. 915629 Submitted to:DR S.M MEHDI (Project Guide)
INVERTIS INSTITUTE OF MANAGEMENT STUDIESBAREILLY
CONTENTS ACKNOWLEGEMENT CHAPTER- I Introduction Objective
CHAPTER- II Research Methodology Research Design Sampling Data Collection Finding and Analysis Limitations
CHAPTER- III Recommendations Conclusion
AcknowledgementThis project report bears the imprint of many people who were either directly or indirectly involved in the successful completion of this project work. I expressed my sincere indebtedness to Mr. SM MEHDI (Lecturer of IIMS) who provides me opportunity and under whose guidance; I was able to complete my project. It is with a deep sense of gratitude and thankfulness that I submit my research work. I convey my sincere thanks to PROF. ARPAN KHASTAGIR (Director of IIMS) Mrs.PRACHI PATHAK (Co-Ordinator of management) MR.ANUBHAV SHRIVASTAV (project incharge) For his able guidance & active association & constructive suggestions, this immensely helped in the preparation of this project at all stages. I shall always remember the valuable help given to me by all this associates.
(Gurinder pal Singh)
I Gurinder pal Singh student of IIMS Bareilly BBA 6th SEM. hereby, declare that the Project Report having the title:
Comparative Study between coca-cola and Pepsi
Submitted in partial fulfillment of the requirement for the Degree of BBA. This is my original work and is not copied or meant for any other degree course.
Gurinder pal Singh RollNo-915629 BBA-6th SEM IIMS (BLY)
introduction History of Coca-Cola On May 8, 1886, Atlanta druggist Dr. John smith Pemberton (former confederate officer) Invented "coca cola" syrup, It was mixed in a 30 gal. Brass kettle hung over a backyard fire. It was marketed as a "brain and nerve tonic" in drugstores. Sales averaged nine drinks per day. Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the name "coca cola", which was chosen because both words actually named two ingredients found in the syrup. Robinson also thought that two "C's" Would look well in advertising. The first year's gross sales were $ 50 and advertising costs were $ 73.96. The original formula included extracts of the African kola nut and coca leaves both strong stimulants. "Coca Cola" was one of thousands of exotic patent medicines sold in the 1800s that actually contained traces of cocaine. Coca-Cola was first sold for 5cent a glass as a soda fountain drink at Jacob's Pharmacy in Atlanta Georgia. In 1888, As Griggs Candler bought the company from Dr. Pemberton. Later that same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50 million. Baseball hall of Famer TyCobb, a Georgia native was another early investor in the company. In 1894, Joseph A. Biedenharn owner of the Biedenharn Candy Company in Vicksburg, Mississippi, first bottled "Coca Cola". By 1903 the use of cocaine was controversial and "coca cola" decided to use only "spent coca leaves" It also stopped advertising "coca cola" as a cure for headaches and other ills.
In 1929 after his death Griggs Candler's family sold the interest in 'interest in "coca cola" to a group of businessmen led by Ernest woodruff for $25 million. Woodruff was appointed president of "coca cola" on April 28, 1923 and stayed on the job until 1955. The name was extended to a new U. S. soft drink, Minute Maid orange.
Coke Brands in Indian Origin COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.
SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink. Vision The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.
Mission The mission of coca cola in India is:
Increase in shareholder's value over time. To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through world wide system of superior brand and services thus increasing the brand equity. To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company. Environmental policy. Internal control. Policy & producers.
Research ObjectiveAny project work to be carried out in any organization or in any fieldwork in the market has certain per decided and specified objective, which is to be attained. The whole survey or fieldwork is designed in accordance with that objective .The whole survey is broken down in two various parts, which individually contribute to that project's objective. The objective laid down helps to solve the problems that exist in the organization. This problem provides the foundation for the project and the projective.
The various things that are to be done in any survey, the various components of the problem and the project objective provide the base for deciding the scope of the project. The scope of the project varies from project to project, the scope are the limit with in which the person carrying out the project has to work. It provides the person various things that are to be done. Under project it is basically the subdivision of the project objective. The project provided me by the company is titled as :
"Merchandising and Route Productivity"
The success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey.
The approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. No subjective assessment is involved in this report.
In direct marketing manufacturers reach the consumers directly. Direct marketing can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new innovative approach to direct marketing viz multilevel marketing is becoming increasingly popular. Also gaining ground slowly is E-tailing i.e. selling products through the internet.
Multilevel marketing model :
Multi level marketing refers to direct marketing through an ever-increasing number of direct distributors. Independent distributors sell products directly to the consumers and appoint new distributors and train them. The distributor earns commission at two levels; one is his/ her own commission and two a proportion of commission earned by other distributors appointed by him/ her. None of these distributors are employees of the company.
Distributors are not allowed to sell these products to retailers. The company saves about 25% of realizations by eliminating retail channel, which is shared with distributors.
The company insists that the distributors should take prior appointment with the consumer. Personal interaction is not only convenient but adds value as customer get valuable advice on the product and how to use it.
This helps in creating awareness and removing misconceptions like cosmetics are harmful for the skin.
Direct marketing (multi level approach) in persona care products is extremely popular abroad. In Brazil, about 60% of personal care products are sold through direct marketing. In
India, direct marketing has been slowly growing. Word of mouth has a strong impact on purchase decision of a consumer, specially in personal care and cosmetic products. Direct marketing has mainly been undertaken by the new MNC entrants (notably Oriflamme, Avon). Hindustan Lever has also recently launched a new personal product brand Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct marketing has also been extensively used in marketing of household appliances like Vacuum cleaners. However given the widely spread geographical area in India, direct marketing cannot be easily used to build an extensive national reach and is more likely to be used as a supplementary channel.
Market Research :
Market research activities encompass studies on
market characteristics measurement of market potential and size, market share analysis, competitive products, new products acceptance/ product preference, sales (region wise, consumer wise etc) analysis, short/ long term sales forecasting, advertisement effectiveness post-shipment data (actual shipment by manufacturers), retail stores audit (actual sales at sample outlets) trade feedback and distribution, brand recall, point of sale material etc.
It requires skilled people for data collection as well as analysis. Several large consumer companies have in-house MR department. Most others retain specialized and professional MR agencies.
The significance of market research has increased considerably in the recent times as
Size of operations of major players has increased to national and international markets. Marketing executives are physically away from the market and hence the need for flow of information.
In the environment of increasing competition and multiple products competing for consumers' preference information about the market has tremendous utility.
Information is required for segmenting the market and appropriate pricing and positioning of the products.
Market research approach:
Typically, a market research activity involves the following 5 steps,
Problems definition This forms the basis of research and failure to identify the problem precisely will result in finding a correct solution for a wrong problem.
Research design: The next step is to set out objectives of research clearly, determined data collection methods to finalize research instruments and sampling plan.
Field work: After finalization of research design, the actual data collection begins. It can be done by the agency on its own or through subcontracting to third parties. Data is collected by questionnaires/ direct interviews, telephonic interviews, simple observation etc.
Data analysis: The next step forms the heart of research activity. It involves extracting meaningful information from the data collected and analyzing the information statistically and also from business perspective. Statistical techniques include simple/ multiple linear programming models, time series, exponential series, regression analysis, simulation, Marko chain process etc.
Report preparation: The final step is to prepare a report, present major findings in a manner amenable to managerial decision taking. There may be some follow up and revalidation required.
Test marketing refers to testing out product and marketing mix with a small number of well chosen consumers which are representative of the target segment. Test marketing is frequently used by consumer companies, in contrast to industrial companies which prefer feedback through informal channels. Test marketing improves knowledge of target consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In most products, it is important to check trial rates as well as re-purchase rates.
ADVERTISING AND PROMOTION:
Advertising consists of non-personal form of communications. The communication is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy.
Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons; gift offers for consumers and target based incentives and display schemes etc for retailers. Marketers also sponsor charity programmes, sports etc to promote corporate/ brand image.
PRODUCTS OF COCA-COLA AND PEPSI
It has brown colour with high content of C02 (Carbon di-oxide) which makes its COLA flavour heavy. It is available in different volumes in market like:
1. 2. 3. 4. 5. 6.
200 ml glass bottle 300 ml glass bottle 500 ml pet bottle 600ml pet bottle 1 Litre glass bottle 2.25 Litre pet bottle.
It has dark brown color with very high content of CO2 which makes the Cola flavor is very strong. It is available in different volumes in market like:
1. 2. 3. 4. 5. 6.
200 ml glass bottle 300 ml glass bottle 500 ml pet bottle 600ml pet bottle 1 Litre glass bottle 2.25 Litre pet bottle
It comes in many flavors like orange, with light content of CO2 that makes its make its flavour delicious. It is available in different volumes in market.
1. 2. 3.
200 ml glass bottle 300 ml glass bottle 500 ml pet bottle
4. 5. 6.
600 ml pet bottle 1 Litre glass bottle 2.25 Litre pet bottle
Limca has light grey colour with light content of CO2 that makes its flavour tasty. It is available in market in following packs of quantities:
1. 2. 3. 4. 5. 6.
200 ml glass bottle 300 ml glass bottle 500 ml pet bottle 600 ml pet bottle 1 Litre glass bottle 2.25 Litre pet bottle
It is colorless with packing in green colored bottle. It has normal content of CO2. It has a nice flavour available in market in following packing:
1. 2. 3. 4. 5. 6.
200 ml glass bottle 300 ml glass bottle 500 ml pet bottle 600 ml pet bottle 1 Litre glass bottle 2.25 Litre pet bottle
It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its available packing in market are:
250 glass Bottle
200 ml Tetra pack
It is a newly launched brand of Coca Cola
It is actually a Minute Made powder, which is very easy to prepare by mixing water in it. It is available in three flavors viz., mango, lemon & orange and its packing in the market are:
25gm packet 200 gm packet
Soda- It is colorless & available in market in 300 ml glass bottle in the market.
K -Water it is a mineral water available in following volumes in the market:
1. 2. 3.
500 ml pet bottle 1 liter, pet little 2 liter, pet little
DEPARTMENTATION IN Brindavan Beverages Pvt. Ltd. Bareilly
The Plant is basically COBO for 200 ml, 300 ml & 1 Litre packing and rest of the products are sourcing from other its COBO & FOBO unit. All the departments and their workings are briefly described as follows:
Finance department performs the activities in management of Accounts Receivables, Claims and expenses, Fixed Assets management & their depreciation, Transportation, arrangement of raw material as through supply chain, computer networking management,
Taxation, etc. Above all these functions checking authority verifies all these activities and approves it for final actions. HUMAN RESOURCE (HR)
HR department works in Recruitment & selection, Training & Development, Performance Appraisals, objective setting leading to management Incentive plan, wages & salary administration, Disciplinary Actions, Statutory compliance, ISO documentation, assisting in civil & criminal litigation, handling of contract labour .
And worker related issues, employee welfare, community development projects, policy implementation, internal & external environment etc. PRODUCTION
The manufacturing of different types of Brands of soft drink comes under the Production department. It comprises the process of Water Treatment, Syrup preparation, Container Washing, Mixing & Proportioning, Filling & Crowning and then the Final Inspection of the product. SHIPPING
This department is also termed as Dispatch Section. Goods are received and dispatched from shipping. It works in receiving of products from other unit, transferring of fulls from production, Inventory Management of finished products in First In First Out (FIFO) method, dispatch of finished goods to distributors, empty received and dispatch to other units.
SALES & MARKETING
Sales department takes care of placement of all brands in right proportion in right time at right place. Sales executive always dispatches in proportion of empty receiving and payment terms. The main aim of this department is that all the brands should be at distributor's end and must not be any deficiency of any brand.
All the activities that help in enhancing the sales come under marketing. In this, company gives glow sign boards to distributors, Table, chairs & Umbrellas, advertisements, Tshirts, Caps, posters, banners, seasonal schemes, product keeping containers like Fridge, icebox etc. STORES
All kinds of material are handled in stores either it can be of raw material for production or materials used in the office. A proper sequence is followed. At very first, Purchase requisition is prepared by each department and then materials are purchased form the fixed vendors after this the material are distributed as per the requirement.
In broader terms, we can say that the activities performed in this process are receiving of materials, issuing of materials, rejection handling, scrap handling. QUALITY ASSURANCE (QA)
QA department ensures the total quality in each and every aspect of the organization. This quality is not only concerned with individual department like production of goods but it is concerned with every functioning of the organization such as hygiene in the organization like providing the nutrias food from the canteen, cleanliness in the bathrooms, not polluting the
environment, etc. One of the major functions of QA department is pre and post manufacturing tests which ensures zero defect so that consumers can get right quantity and quality of products. All the procured materials have to undergo a rigorous quality check. Even before procurement the quality of the material has been ensured by the sample check of material.
Total Cost - The first and foremost objective is to bring down overall cost. The costs involved in Logistics Operations:a. Transportation of supplies to the plant and distribution of finished goods through distribution system. b. c. d. e. Processing customer orders. Packaging. Providing customer services. Maintaining warehouses.
These functions are directly not responsible for sales. But they do support the sales activities. So, the total cost approach refers to evaluation of all logistics cost expanded for any given sales revenue. By using the cost approach the manager would try to maintain total logistics cost as compared to the historical performance of the firm and in comparison with other firms of the same industry.
Sub-Optimization - It is a term applied to a situation in which one department's objective or function is optimized without considering the affect of action on other departments. The goal of logistics is to manage the system to provide designated levels of manufacturing supply service at the least possible cost.
Cost Trade-off- This occur when a change in destination system causes some costs to increase and other cost to decrease.
Customer Service - Elements of Customer Service are :a. b. c. d. On time delivery. Proper handling of merchandise. Quantity assembled should be according to invoice. On time service which includes after sales service, etc.
FACTORS AFFECTING CHANNEL DECISION:
Unit Value- In general, direct sales are preferred for items of high unit value and wholesalers are approached for items of low value.
Bulk and weight- If Bulk transportation is possible, direct exporting is preferred..
Technical nature- Technologically, complex and specialized products are usually sold direct.
Perish ability- The more perishable the product, the shorter should be the channel. Leasing is usually adopted for technologically perishable products.
Standardization- Indirect channels are possible for standardized products. Stages of market development- New products are promoted by direct sales. Indirect channels may be adapted for established products.
LOGISTICS IN coca cola:
The Company's 80% of business depends on Returnable Glass Bottles. Company always try to receive same amount of empty bottles as it has been dispatched to distributors because if the organization will not do so then its production will hamper and that ultimately effect the sale.
Company always sends two-way vehicles instead of one-way vehicles. The concept of two-way is that the vehicle will distribute the full bottles to distributors and return back by taking empty bottles from them.
The one-way vehicles cost much higher than two-way vehicles and are also returned to enable further production.
This is beneficial for both Company and Distributor because company gives glass bottles and crates on loan to distributors and their money is returned after receiving the bottles in the plant.
The Company pays freight according to Distance & Load. It has a policy of paying freight according to Load Slabs & Destinations, (a table is given below showing hypothetical rates Load - wise).
Coca-cola In India
Famous Ads of Coke
Table- I Prefer to have cold drinks
Response Yes No Total
Percentage (%) 100% 00% 100%
Analytical Interpretation:The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take the soft drinks and 00% respondents dont want to take cold drinks. The people who donts prefer are because of their taste and preference. They are of the perception that Lassie and Nimbu pani are beneficial than the carbonated soft drinks.
Prefer to have cold drinks
Table- II Consumption of cold drinks in a day
Response Percentage (%) (Time a day) Less than 2 24 More than 4 + Total 54% 35% 11% 100%
Analytical Interpretation:The given diagram & table show the frequency of taking cold drinks in a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35% of respondent takes 2 4 cold drinks a day. And 11% of the respondent likes to takes more than 4 cold drinks in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesnt changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.
Graph IIConsumption of cold drinks in a day
35 40 30 20 10 0Less than 2
More than 4 +
Table- III Preference of flavors
Cola Citric Orange Lemon Others Total
41% 26% 21% 10% 02% 100%
Analytical Interpretation:The given graph & table show the most popular flavour in cold drinks is Cola. It was found that the 41% respondent likes the Cola Flavored, 21% of respondent likes the Orange flavored, 26% of respondent likes the citric flavour, 10% likes the lemon flavour and only 2% likes the other flavored.
Preference of flavors
45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
Table- IV Preference of Brand name
Yes No Cant Say Total
56% 39% 05% 100%
Analytical Interpretation:The graph & table clear view regarding the importance given to a brand name while choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of respondent say No and the only 5% of respondent not in a position to say anything.
Graph IVPreference of Brand name
Yes 56% No Cant Say
Table- V Factors Influences choosing particular Brand
No of Respondent
Brand Flavour Advertisement Chilled Total
28 48 06 18 100
28% 48% 06% 18% 100%
Analytical Interpretation:The chart and diagram shows that the way respondent likes the particular brand of cold drinks. It was found that 48% of respondent likes the because of flavour, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement.
Factors Influences choosing particular Brand
Table- VI Opinion towards Popular Brand
Coke Pepsi Others Total
58% 21% 21% 100%
Analytical Interpretation:The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the popular brand and the only 21% of respondent say others was a the most popular brand.
Opinion towards Popular Brand60% 50% 40% 30% 20% 10% 0% Coke Pepsi Others Series1
Table- VII Availability in retailers shop
Cola Citric Fruit flavored Total
61% 30% 9% 100%
Analytical Interpretation:The given chart table shows that the most available flavour on the respondent retailers shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailers shop.30% of respondent found the citric flavor on their retailers shop. Science cola flavour is a Universal flavour in India, with consumers of all age, sex and preference accepting it whole heartedly.
Graph VII Availability in retailers shop
70% 60% 50%
30% 40% 30% 20% 10% 0% Cola Citric Fruit flavoured 9%
Table- VIII Availability in College Canteen/Locality/Colony
Coke Pepsi Others Total
51% 47% 02% 100%
Analytical Interpretation:The graph & table gives the information regarding the available the available brand on their college canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands of cold drink highly available while 47% of respondent said that they found Pepsi brand as highly available and only 02% of respondent said that they found other brand like Frooti or others brands highly available. This difference in the response is because of the consumption of different brands in different segments.
Graph VIII Availability in College Canteen/Locality/Colony
Coke 47% 51% Pepsi Others
Table-IX Opinion towards Taste
In a cola flavor.
Coke Pepsi Total
75% 25% 100%
Analytical Interpretation:The given table and diagram gives the idea of the respondent opinion regarding the Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only 25% respondent likes the Pepsi flavour.
In Citric flavored?
Sprite Mountain Dew 7`Up Total
41% 30% 29% 100%
Analytical Interpretation:The given table and Diagram gives the idea of the respondent opinion regarding the citric flavour drink. It was found that the 41% of respondent likes the Sprite, 30% of respondent likes the Mountain Dew and the only 29% of respondent likes the 7`up in Citric flavored. The consumers of Sprite say that it has a better and genuine taste than the Mountain Dew flavored of Pepsi. On the other side the consumer of Mountain Dew are of the opinion that it has a less strong taste and also has an appealing light green colour.
(iii) In orange flavored?
Brands Fanta Miranda Orange Others Total
Percentage (%) 64% 28% 08% 100%
Analytical Interpretations:The above given table and chart show the opinion of the respondent regarding Orange flavour. It was found that the 28% of respondent likes the Miranda Orange of Pepsi brand, 64% of respondent likes the Fanta of the Coke brand and 8% of respondent likes the other soft drinks of orange flavour. The consumers of the Fanta brand are high as compare to Mirinda due to a bigger consumer segment of females and children. On the country although Fanta is a well established brand not only in India but across the world for more than last fifty years it is at the second position in India. It is because a major segment of children and females prefer an orange flavour with a soft taste. Fanta has a strong taste as compared to Miranda.
In Mango flavour?
Brands Mazza Slice Others Total
Percentage (%) 37% 22% 41% 100%
Analytical Interpretations:The above shown table and chart gives the view regarding the opinion of respondent about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that it comes in tetra pack which is a one way pack. People find it convenient to take it home for consumption. Even coke and Pepsi have introduced tetra pack in the Mango drink recently but it will definitely take some time take away market from the market leader. Also Frooti is a well established brand has available in tetra pack for a long time.
Graph IX Opinion towards Taste(I) IN A COLA FLAVOR
25% 46% Thumps up
Graph IX Opinion towards Taste(II) IN CITRIC FLAVOURED?
29% 41% Sprite
Mountain Dew 30% 7`Up
Graph IX Opinion towards Taste(III) IN ORANGE FLAVOURED
8% 28% Fanta 64%
Graph IX Opinion towards TasteIN MANGO FLAVOUR?
Table-X Cause of Choosing Brand
Subject Blend Brand Image Availability Advertisement Total
Percentage (%) 20% 38% 26% 16% 100%
Analytical Interpretations:The graph & table above say that why the respondent like their favored brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the choice of a particular brand. It comes with the kind of advertisement brought by the company. Blend over here refers to the taste of the flavour demanded.
Graph X Cause of Choosing Brand
38% 40% 35% 26% 30% 25% 20% 15% 10% 5% 0% Blend Brand Image Availability Advertisement 20% 16%
Table-XI Most appealing Brand advertisementBrands Coke Pepsi Total Percentage (%) 52% 48% 100%
Analytical Interpretations:The given chart shows that the respondent about the most appealing brand advertisement. It was found that the 52% of respondent says that Coke advertisement is most appealing, 48% of respondent says Pepsi advertisement is most appealing one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public. The advertisement of Coke featuring Amir Khan with a punch line Thanda Matlab.Coca-Cola It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi.
Graph XI Most appealing Brand advertisement
48% Coke 52% Pepsi
Table-XII Most appealing Brand Punch Line
BrandCoke Pepsi Total
Percentage (%)68% 32% 100%
The chart shows the opinion regarding the most effective punch line in respondent view. It was found that 68% of respondent feel that Coke punch line is most effective, 32% of respondent feels Pepsi Punch line is most effective, Major no. of people thinks that the most effective punch line is Thanda Matalab.Coca-Cola and Punch Matlab
Chota Coke, Then Ye pyass hai Badi and yeh dil mange more
Table XII Most appealing Brand Punch Line
38% 40% 35% 30% 25% 20% 15% 10% 5% 0% Coke Pepsi Thumps up 32% 30%
Table- XIII Opinion towards product, which is promoted by celebrityResponse Yes No Cant say Total Percentage (%) 40% 32% 28% 100%
Analytical Interpretations:The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement.
Graph XIII Opinion towards product, which is promoted by celebrity
28% 40% Yes No 32% Cant say
Table XIV Opinion towards Pricing StrategyResponse Yes No Cant Say Total Percentage (%) 64% 22% 14% 100%
Analytical Interpretations:The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent cant say anything. India is a mass market for the consumer product but at the same time it is also a very Price Sensitive Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.
Table XIV Opinion towards Pricing Strategy
Yes 22% 64% No Can`t Say
FINDINGS AND ANALYSISSWOT ANALYSIS
STRENGTH OF COCA-COLA: Coca-cola Potential brands position in the market. Coca-cola has a good market share. Segment of coke product to every age group. To satisfy of retail or through schemes SGA, display.
STRENGTH OF PEPSI: Good quality and innovation of product for long term customer relationship. Good advertising campaign, and brand ambassador. Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail. High investment in research and development.
WEAKNESS OF COCA-COLA: Lack availability 1 it & 1.5 it product pack. Lack supply of Kinley water in the market. Rising No. of date dealers that will wrong effect in market condition. Retailers are not getting schemes at the time. No distribute enough signage to retailers.
WEAKNESS OF PEPSI: Retailers are not getting schemes at the time. No distribute enough signage to retailers. Lack of proper distribution in many areas.
OPPORTUNITY OF COCA-COLA: Coke is able to capture large mkt. Share. More monopoly counters of coke brand.
To increase the sale of Kinley water.
OPPORTUNITY OF PEPSI: To improve market mix (Product, price, promotion, place). To increase the sale of aquafina water. More monopoly counters of Pepsi brand.
THREATS OF COCA-COLA: Pepsi is the major competitors, that means watch myopia in the market every time. Pepsi have captured major market of 500 ml, 1.5 & 2 lt. Retailers divert to pepsi because they are getting good schemes and SGA signage. Increase local brand in the market.
THREATS OF PEPSI:
Coca-Cola is the major competitors, that means watch myopia in the market every time. Coca-Cola has captured major market of 200 ml, 1 & 2 lt. Retailers divert to coca-cola because they are getting good schemes and SGA signage. Increase local brand in the market.
SUGGESTIONS & RECOMMENDATIONSDoing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners.
1. SUPPLYThe demand of Coca-cola Thums up & Maaza far exceed the supply especially in case of 200ml and pet bottles. Few shop owners clamed that many a times no supply is made for 3 days and some times even more.Sometimes the delivery vans of pepsi starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first. Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not?
All flavors and all size of bottles are kindly available in the market.
Suggestion about the Pepsi in Bareilly:
During this project I have released that there is no distribution channel and manufacturing unit is here so we have to take some steps to hike the sale of the pepsi. 2. COMPANY REPRESENTATIONOwners confirmed that Pepsi Company representatives DONT COME WHEN CALLED REPEATEDLY. The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attain to complaints, if any.
CONCLUSIONFrom this project titled "Comprehensive Study of distribution channel of Coca-Cola and Pepsi I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically.
I observed on the basis of survey in BAREILLY city that Coca-Cola laid emphasis on merchandising in order to become the No.1 brand in soft drink industry the report was finds out the availability of different flavor and packs.
Cola-Cola adopt a good customer relationship management, it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market, Such as Thumsup strong brand of coke which is more popular in young generation. I also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer is influence wrong direction to the market. They are supply product at high margin with low scheme.
As we know till now since ill soft drink industry the concept of brand loyalty is not in that shape in which it is in countries. So company could take some steps to be to have a good report with the retailers why supply them regularly and provide them with other monetary benefit.
LIMITATION OF RESEARCH1.The area of study is limited to the distribution channel and consumer preference aspects of the system, while the marketing has other crucial areas too which were left uncharted
2. The study is limited to eastern region of coca cola and pepsi which is a multinational company, so the area plays as a constraint in the study.
3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.
4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.
5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. 6. Interaction skills as well as the behaviour of the respondents also played as constraints during the research.
QUESTIONNAIRE1. Name of the Respondent:2. Address: 3. Age group: (a) Below 15 (d) 25 35 1. Educational Background (a) (b) (c) (d) Metric & Below Intermediate Graduation Post Graduation (b) 15 20 (e) 35 45 (c) 20 25 (f) Above 45
2. Do you take cold drink? (a) Yes (b) No
7. If yes how frequently? (Daily) (a) Less than 2 (b) 2 4 (c) More than 4
8. Which flavour do you like most? (a) Cola (d) Lemon (b) (e) Citric Others. (c) Orange
9. Do you give importance to brand name while choosing your cold drink?
10. Which brand you prefer most? (a) Coke (b) Pepsi (c) Both (d)
Others 11. You like the particular brand of cold drink because of? (a) Brand (b) Flavor (c) Advertisement (d)
Chilled 12 In your opinion which brand of cold drink is most demanded or popular? (a) Coke (c) Pepsi (d) Others.
13.Which brand is more available in your retailers shops? (a) Cola (b) Citric (c) Fruit Flavored.
14 Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand (c) Others.
15. In your opinion which soft drink is better taste? (i) In Cola Flavor (a) Coke (ii) In Citric Flavored. (a)Sprite (b) Mountain Dew (c) 7`Up (c) Pepsi
In Orange flavored. (a) Fanta (c) Others. (b) Miranda Orange
In mango Flavored. (a) Mazza (b) Slice (c) Others.
Why do you like your brand? (a) (d) Blend (b) Brand Image (c) Availability
Which brand advertisement appeals you most? (a) Coke (b) Pepsi (c) Others.
Most effective punch line in your opinion of? (a) Coke (c) Pepsi (b) (d) Thumps up Others.
You like the product which is promoted by the celebrity? (a) Yes (b) No (c) Cant Say
Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say
BIBLIOGRAPHY1. Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003 2. Multi Level & Direct Marketing, Branding, Kotler, Philip. Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition. 3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003. 4. Company Profile, Web-Site:www.coca-cola.com , www.pepsico.com 5. Merchandising & Route Productivity, www.ask-jeeves.com,
Retailing, Company Souvenirs.
A compressive study of coca cola and pepsi-co in Bareilly City. 1. To find out the difference between of coca-cola and pepsi. 2. To find out the Market growth of both companies. 3. To find out the Market Strategy of both Company. 4. To find out the Awareness of both Company. 5. To find out the Brand Image of both Company through the different factor. Product Quality Price Advertisement Others