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Project Report

On

(A Case of Bareilly Region)

Submitted For The Partial fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION

ROTARY INSTITUTE OF MANAGEMENT & TECHNOLOGOY
M.J.P. ROHILKHAND UNIVERSITY, BAREILLY

Batch (2010-2011)

Under the Guidance of:

Mr. Praveen Agarawal

Submitted by:
Kushagra Gupta

Table of Content

Prefece
Acknowledgment
Introduction
Objective of study
Reseaech Methodology
Company profile Coca Cola
Company profile Pepsi
Coca Cola V/s Peps
Literature reviw
Analysis & Interpretation
Limtitation
Bibiography
Questionnaire

PREFACE
This report tries to outline idea of professional world & helps in understanding the pragmatic
aspect of management function. Own observation are significant towards the contribution in
learning the subject. The report is therefore designed as a reference of organization
functioning rather than copy down instrument.

The purpose of industrial training is to make management student familiar with day to day
functioning of business. The present report is an effort in this direction.
Here in this project report my main motive is to make the comparative study between Coca
Cola and Pepsi.
It is hoped that this study will serve as a supportive document to research worker as effort has
been tried to make this report an informative, stimulating & self explanatory.

SUMIT SINGH TOMAR

MBA IV SEM

ACKNOWLEDGEMENT
I am greatly thankful to the BRINDAVAN BEVRAGES PVT. LTD. For providing me such
a great opportunity to work as a summer trainee in their organization and to learn a great deal
about how market actually works and its intricacies.

I am thankful to MR.HARSH DIXIT for his kind and continuous guidance and help.
I am really grateful to my guide faculty for guiding and providing me with necessary help
throughout the project. Without his critical and timely suggestions, this study would never
have been possible.
At last I would like to extend my heartfelt gratitude to all those who had directly or indirectly
responsible for the successful completion of the study.

SUMIT SINGH TOMAR

MBA IV SEM

INTRODUCTION
0F

THE TOPIC

Introduction of the topic

These two companies constructing new ways to sell Coke and Pepsi, but they are also
thinking of ways in which to increase market share in other beverage categories. Although the
goal of both companies is exactly the same, the two companies rely on somewhat different
marketing strategies.
The situation is both Coke and Pepsi are trying to gain market share in this beverage market,
which is valued at over $30 billion a year. Just how this is done in such a competitive market
is the underlying issue. The facts are that each company is coming up with new products and
ideas in order to increase their market share. The creativity and effectiveness of each
company's marketing strategy will ultimately determine the winner with respect to sales,
profits,

and

customer

loyalty.

Not only are these two companies constructing new ways to sell Coke and Pepsi, but they are
also thinking of ways in which to increase market share in other beverage categories.
Although the goal of both companies is exactly the same, the two companies rely on
somewhat different

marketing strategies. Pepsi has always taken the lead in developing new products, but Coke
soon learned their lesson and started to do the same. Coke hired marketing executives with
good track records. Coke also implemented cross training of managers so it would be more
difficult for cliques to form within the company. On the other hand, Pepsi has always taken
more risks, acted rapidly, and was always developing new advertising ideas.
These companies in trying to capture market share have relied on the development of new
products. In some cases the products have been successful. However, at other times the new
products have failed. For Coke, changing their original formula and introducing it as New
Coke was a major failure. The new formula hurt Coke as consumers requested Classic
Cokes return. Pepsi has also had its share of failures. Some of their failures included: Pepsi
Light, Pepsi Free, Pepsi AM, and Crystal Pepsi.

Objective
of the
Study

OBJECTIVES OF THE STUDY

My primary objective of doing this project is to acquire practical knowledge of what I

have studied till now and to apply it in a way that will enhance my skills which will help
me in the long run.
The main objective of the project to compare the brands awareness of Coke & Pepsi

The

company were incurring huge amount of costs in promoting the value for money but there
was no fruitful result as the incidence was not increasing, so they wanted to have a
replacement for that and they also wanted to increase the incidence of coca cola compared to
its competitors (lassi, juice, other beverages etc.). The main aim is to give a benefit to all the
parties involved i.e. the consumer, the outlet and the company.

The following were the main objectives of the project:1. To know the market share of both Coca Cola and Pepsi.
2. To increase the incidence rate of coca cola India Soft Drinks.
3. To find out which brand is much sincere in its marketing activities.
4. To Compare the market share of Coke and Pepsi brands.
5. To find out the future sales of the both brands.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
The purpose of this section is to describe the research procedure. This includes the overall
research design, sampling and data collection method etc.
The study is mostly of exploratory in nature to provide qualitative data about the availability
of various brands and packs of Coca-Cola with other competing brands.

Data Collection Methods

1. Primary Sources of Data:

(a) Retailers Survey Questionnaire
(b) Dealers & Distributors Survey
(c) Questionnaire

2. Secondary Sources of Data:

Catalogues of company were studied in order to have competitive knowledge about the
different brands available in the market.
Different websites, magazines & newspapers were studied to collect the Information about
present scenario of cold drink market.

The study is based on primary data and secondary data required for the study which was
collected through structured questionnaire. The questionnaire was designed by keeping all the
objectives of study in mind.

 SAMPLING UNIT
Sampling units are outlets selling Coca-Cola and Pepsi products.

SAMPLE SIZE
Sample size is of hundred outlets.

SAMPLING TECHNIQUE
Sampling technique is simple random sampling.

METHOD OF DETA COLLECTION

Method of data collection is survey method.

RESEARCH INSTRUMENT
Research instrument is questionnaire.

UNIVERSE
Bareilly (U.P.)

COMPANY
PROFILE
OF

Introduction of coca cola

Coca-Cola
Coca-Cola is a cola (a type of
carbonated soft drink) sold in stores,
restaurants and vending machines in
Product logo

Type
Manufacturer
Country of origin
Introduced

Cola
The Coca-Cola Company
United States
1886
Pepsi

Related products RC Cola

Virgin Cola

more than 200 countries. It is produced

by The Coca-Cola Company and is
often referred to simply as Coke.
Originally intended as a patent medicine
when it was invented in the late 19th
century by John Pemberton, Coca-Cola
was bought out by businessman Asa
Griggs

Candler,

whose

marketing

tactics led Coke to its dominance of the world soft drink market throughout the 20th century.
The company actually produces concentrate for Coca-Cola, which is then sold to various
licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially
exclusive contracts with the company, produce finished product in cans and bottles from the
concentrate in combination with filtered water and sweeteners. The bottlers then sell,
distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending
machines. Such bottlers include Coca-Cola Enterprises, which is the single largest Coca-Cola
bottler in North America, Australia, Asia and Europe. The Coca-Cola Company also sells
concentrate for fountain sales to major restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke
brand name. The most common of these is Diet Coke, which has become a major diet cola.
However,

others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke
and special editions with lemon and with lime, and even with coffee.

History of Coca-Cola
Coca-Cola was invented on 8th May 1886 by Dr John Styth Pemberton in Jacob's Pharmacy
in Atlanta, Georgia. The name Coca-Cola was suggested by Pemberton's book-keeper, Frank
Robinson. He penned the name Coca-Cola in the flowing script that is famous today.
Coca-Cola was first sold at the soda fountain in Jacob's Pharmacy in Atlanta. During the first
year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of
$50. Today, products of The Coca-Cola Company are consumed at the rate of more than one
billion drinks per day in over 200 countries.
Coca-Cola first arrived in Great Britain in 1900 when Charles Candler, son of Asa Candler,
the owner of The Coca-Cola Company, brought a jug of syrup with him in a visit to London.
It was first sold in Great Britain on 31st August 1900 and later went on regular sale through
soda fountain outlets, which included Selfridges and The London Coliseum.
August 31st 2000 marked the 100th anniversary of the arrival of Coca-Cola in Great Britain,
and to celebrate the occasion we unveiled an historic plaque to commemorate Britain's
favourite soft drink.The plaque shown below was unveiled by championship boxer and
Olympic athlete Audley Harrison and other attending Special Olympics athletes. Coca-Cola
has supported the Olympics since 1928 and the Special Olympics since 1968.
The plaque was located at 76-79, St Paul's Churchyard, London EC4, the site where the first
Coca-Cola was poured in the basement restaurant of Spence's department store, a silk
merchant and general goods store.
In 1999 The Coca-Cola Company purchased the soft drinks brands of Cadbury Schweppes
plc in various countries, including Great Britain. This resulted in the extension of our existing

product range which included Coca-Cola, diet Coke, Coca-Cola Cherry, Fanta, Sprite, Lilt
and Five Alive to include the Schweppes' range, Dr Pepper, Oasis, Kia-Ora and Malvern
water.
The Coca-Cola brand will always be the number one focus for CCGB but product innovation
plays a vital role in the Company's business and future. In October 2001 the isotonic sports
drink Powerade was launched, followed by the introduction of other brands including diet
Coke with Lemon, Coca-Cola Vanilla and diet Coke Vanilla. In 2004, Fanta Apple Splash,
our first low sugar brand, was launched.
In 2004 The Coca-Cola Company's share of the carbonated soft drinks category in Great
Britain was 45.3%, and market share of the non-alcoholic beverages was 9.9%. Source:
Canadean 2004
In 2005, we launched our fifth diet Coke varient, diet Coke with Lime, and relaunched our
range of diet fruit carbonates (Fanta, Sprite, Lilt and Dr Pepper) as the 'Z', for zero added
sugar, range. We also introduced a new Fanta choice - Fanta Summer Fruits. Another new
development in 2005 was the reformulation of Oasis to reduce the sugar content. These
developments meant that by the end of 2005, over 35% of our sales by volume were either
low in sugar or diet/light drinks.
We also launched a sports water - Powerade Aqua+, a new sports water drink with natural
fruit flavours that is free from artificial sweeteners and preservatives.
2005 also saw the launch of brand new choices in the form of Nestea - an iced tea drink, plus
a range of juice and juice drinks under the Minute Maid brand.
In February 2006, we launched Relentess, a new energy drink - our 21st brand in Great
Britain.
On 8th May 2006 we celebrated 120 years of inspiration at The Coca-Cola Company. During
this time the Company has evolved from one product - Coca-Cola - to more than 400 brands
in 2006.
In July 2006 we launched Coca-Cola Zero, our biggest brand launch in over two decades.
Coca-Cola Zero has the great Coke taste but with zero sugar.

Indian History
India is home to one of the most ancient cultures in the world dating back over 5000 years. At
the beginning of the twenty-first century, twenty-six different languages were spoken across
India, 30% of the population knew English, and greater than 40% were illiterate. At this time,
the nation was in the midst of great transition and the dichotomy between the old India and
the new was stark. Remnants of the caste system existed alongside the worlds top
engineering schools and growing metropolises as the historically agricultural economy
shifted into the services sector. In the process, India had created the worlds largest middle
class, second only to China. A British colony since 1769 when the East India Company
gained control of all European trade in the nation, India gained its independence in 1947
under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades
that followed, self-reliance was taken to the extreme as many Indians believed that economic
independence was necessary to be truly independent. As a result, the economy was
increasingly regulated and many sectors were restricted to the public sector. This movement
reached its peak in 1977 when the Janta party government came to power and Coca-Cola
was thrown out of the country. In 1991, the first generation of economic reforms was
introduced and liberalization began.

COKE IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal
its formula to the government and reduce its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network. Cokes acquisition of local popular Indian brands including Thums Up (the most

trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and
distribution assets but also strong consumer preference. This combination of local and global
brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1
billion in India, making it one of the countrys top international investors. By 2003, CocaCola India had won the prestigious Woodruf Cup from among 22 divisions of the Company
based on three broad parameters of volume, profitability, and quality. Coca-Cola India
achieved 39% volume growth in 2002 while the industry grew 23% nationally and the
Company reached breakeven profitability in the region for the first time. Encouraged by its
2002 performance, Coca-Cola India announced plans to double its capacity at an investment
of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India
produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling
operations supplemented by seventeen franchisee-owned bottling operations and a network of
twenty-nine contract-packers to manufacture a range of products for the company. The
complete manufacturing process had a documented quality control and assurance program
including over 400 tests performed throughout the process The complexity of the consumer
soft drink market demanded a distribution process to support 700,000 retail outlets serviced
by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and
pushcarts that were used to navigate the narrow alleyways of the cities. In addition to its own
employees, Coke indirectly created employment for another 125,000 Indians through its
procurement, supply, and distribution networks. Sanjiv Gupta, President and CEO of CocaCola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the
companys success in developing a brand relevant to the Indian consumer and in tapping
Indias vast rural market potential. Following his marketing responsibilities, Gupta served as
Head of Operations for Company-owned bottling operations and then as Deputy President.
Seen as the driving force behind recent successful forays into packaged drinking water,

powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were
critical to the continued growth of the Company.

COMPANYS
ORGANISATION
STRUCTURE

COMPANY STRUCTURE
Founded in 1886 by pharmacist John Styth Pemberton in Atlanta, Georgia, The Coca-Cola
Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 brands. The
Coca-Cola Company continues to be based in Atlanta and employs 49,000 people
worldwide, with operations in over 200 countries.
COCA-COLA GREAT BRITAIN (CCGB)
Coca-Cola Great Britain (CCGB) is responsible for marketing 21 brands (over 100 products)
to consumers in Great Britain, developing new brands, extending existing brands and
protecting Coca-Cola trade marks in Great Britain. CCGB employs around 130 people at its
headquarters in West London.
COCA-COLA ENTERPRISES LTD (CCE)
Coca-Cola Enterprises Ltd (CCE) is the local bottler responsible for the manufacturing,
distributing, sales and trade marketing of the brands of CCGB throughout England, Scotland
and Wales. It employs around 5,000 people at its various sites across Britain. Click here for
more information about CCE.
THE COCA-COLA SYSTEM
Together, CCGB and CCE form one 'system' which is referred to as 'The Coca-Cola System',
but is not a single entity from a legal or a management point of view. The two businesses
work together closely and have taken a joint approach to corporate responsibility in
particular, because while some issues are relevant to one business and some to the other, still
more are relevant to both.

ORGANIZATION STRUCTURE OF SALES DEPARTMENT

VICE PRESIDENT
(ALL INDIA)

TERRITORY
DEVELOPMENT
MANAGER
(EAST)

TERRITORY
DEVELOPMEN
T
MANAGER
(WEST)

A
D
C

A
D
C

A
D
C

CUSTOMER
EXECUTIVES

ROUTE
AGENTS

A
D
C

CUSTOMER
EXECUTIVES

DISTRIBUTOR
S

TERRITORY
DEVELOPMENT
MANAGER
(NORTH)

A
D
C

CUSTOMER
EXECUTIVES

DISTRIBUTOR
S

ROUTE
AGENTS

TERRITORY
DEVELOPMENT
MANAGER
(SOUTH)

A
D
C

CUSTOMER
EXECUTIVES

A
D
C

A
D
C

CUSTOMER
EXECUTIVES

DISTRIBUTOR
S

ROUTE
AGENTS

NOTE:- ADC Means- Area Development Controller

DISTRIBUTOR
S

ROUTE
AGENTS

VISION,
MISSION AND
VALUES OF

Vision, Mission And Values

These are the declarations of our overall mission and goals, and the values that we are guided
by as a company and as individuals.
THE COCA-COLA COMPANY MISSION

To refresh the world - in mind, body and spirit

To inspire moments of optimism - through our brands and actions, and

To create value and make a difference - everywhere we engage

THE COCA-COLA COMPANY VISION

Profit: Maximising return to shareowners while being mindful of our overall responsibilities.
People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
people's

desires

and

needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Planet: Being a responsible global citizen that makes a difference.
THE COCA-COLA COMPANY VALUES
Our shared values that we are guided by are:

Leadership

Passion

Integrity

Accountability

Collaboration

Innovation

Quality

BRAND
PORTFOLIO

BRAND PORTFOLIO
Name

Coca-Cola

Launched Discontinued

Notes

Picture

1886
Mexico

Coca-Cola
Cherry

1985

American Samoa, Austria, Belgium, Brazil,

China, Denmark, Federation of Bosnia and
Herzegovina, Finland, France, Germany,
Coca-Cola
with Lemon

Hong Kong, Iceland, Korea, Luxembourg,

2001

2005

Macau, Malaysia, Mongolia, Netherlands,

Norway, Philippines, Reunion, Singapore,
South Africa, Spain, Sweden, Switzerland,
Taiwan, Tunisia, United States, and West
Bank-Gaza
Australia, Hong Kong, South Africa, New

Coca-Cola

2002

2005

Vanilla

It was reintroduced in June of 2007 by

2007

Coca-Cola

Zealand (600ml and 350ml only) and Russia

2004

popular demand

2007

Was only available in Japan, Canada, and the

United States.

C2
Coca-Cola
with Lime

Coca-Cola
Raspberry
Coca-Cola
M5
Coca-Cola
Black

2005

June 2005 End of 2005 Only was available in New Zealand.

Only available in Federation of Bosnia and
2005

2006

Herzegovina, Germany, Italy, Spain, Mexico

Middle of
2007

and Brazil
Was replaced by Vanilla Coke in June of
2007

Cherry
Vanilla
Coca-Cola
Blk
Coca-Cola
Citra
Coca-Cola
Light Sango
Coca-Cola
Orange

Only available in the United States, France,

2006

Canada, Czech Republic and Federation of

Bosnia and Herzegovina
Only available in Federation of Bosnia and

2007

Herzegovina, Mexico, New Zealand and

Japan.

2008

2009

Only available in France.

Only available in United Kingdom and
Ireland

BRANDS LOGO

India:
At a glance

PRESIDENTS PROFILE

Atul Singh

President & CEO, Coca-Cola India

Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005.
Prior to this assignment, Atul Singh was the President of East, Central & South (ECS) China
Division in January 2005. Given the strategic importance of China, a Division within the
greater China Division was created. ECS China Division consists of Shanghai, the Swire
Territories of China, Hong Kong and Taiwan. Additionally, Atul was also responsible for the
global and strategic Key Customer Relationships for Greater China and was a member of the
Customer Leadership Council.
Prior to his appointment as the President of East, Central and South China Division, Atul
served as Deputy Division President and headed the Operations group of China Division.
Under Atul's leadership, mainland China operations were among the fastest growing CocaCola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola
system in 1998 as Vice President, Operations of Coca-Cola India Division. He led the
Franchise Operations and Key Accounts group of the India Division from 1998 to 2001. Atul
then joined the China Division in July of 2001 as Region Manager of East China, China
Division. Under his leadership, East China Region exceeded volume and profit targets by
growing at double the rate of other regions.
Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and
held several roles including Country General Manager, Nigeria (1995-1998), CFO then
General Manager, Romania (1992-1995) and Finance Manager, USA Body Care (19901992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New York.
Atul,

holds

MBA

degree

from

Texas

Christian

University

Coca-Cola, India: At a Glance

200 countries. 49,000 employees, 400 brands, 4 out of the worlds top 5 soft drink
brands. US$ 21 billion revenues
India: Investment of US$ 1 billion. 5,000 employees, 25 wholly-owned, 35 franchisee
owned bottling operations. 27 contract packers
Citizenship Efforts in tandem with local NGOs to alleviate community issues in the
areas of its bottling plants
Factors for success: Diverse product portfolio, Brand building, Affordable entry price
point, Strong brand pull. Ultra low cost model, minimized internal capital
requirements

 For Coca-Cola, India is: Sourcing base for various commodities, huge market.
Future plans, India: Increasing per capita consumption of beverages, expanding
distribution networks. Leading the beverage revolution in India

All India Division COBOs Are now ISO 14001 Certified

All 25 of the India Divisions Company-owned bottling plants have gained the international
standard

ISO

14001

Environment

Management

System

certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental

Management.
A company must demonstrate management commitment, the total involvement of all
employees and a compliance with applicable regulatory and internal company standards.
Strict division compliance with the ECO system ensured that the bottling plants were ready to
meet the tough evaluation criteria and standards of the ISO auditors.

BRINDAVAN BEVERAGES
LIMITED BAREILLY

BRINDAVAN BEVERAGES LIMITED

BAREILLY

Brindavan beverages had a franchisee agreement with Parle exports ltd. For 10 years
manufacture and seed its products.
During November 1993, Parle exports sold all of its 60 franchisee to Coca-Cola India in order
to compete with Pepsi. In this way, BBL has undergone in the territory of Coca-Cola. The
company is manufacturing and selling 200ml, 300ml, 500ml, 2ltr of Thumps up, Limca,
Coke, Fanta, Sprite & Kinley Soda for Bareilly & other nearby districts such as Badaun,
Moradabad, Rampur, Pilibhit, Nainital, Haldwani etc.
BBL has its production unit having speed of 1520 bottles per minute, PET 40 bottles minute,
located at PARSAKHERA Industrial area BAREILLY. The Storage of filled bottles is done in
a huge godown which is located at next to the production unit. The M.D. is the head of the
organization.

Distribution Network
As it has been already stated that this particular plant has been taken over by the Coca-Cola
Company it has 85 distributors, many depots cover 16 districts under its belt and they are still
growing. The name of districts it covers is as follows.
Bareilly, Badaun, Haldwani, Shahjahanpur, Pilibhit, Rampur, Moradabad, Chamoli,
Pithoragarh,

Lakhimpur,

Nainital,

Almora,

Karnprayag,

Rudraprayag,

Kashipur,

Rudrapur,Ramnagar
Right from the first year of the incorporation the company is running in top profit. This is just
because of many reasons. One of them is that there is no other plant in nearby. and also the
saving due to local company in the region. It tends to lower distribution cost, transportation
cost, which gives good margins to the distributors and retailers and company as well.

Marketing Activities places in the Coverage Area

Bareilly, Budaun, Rampur, Moradabad, Shahjahanpur, Almora, Chamoli, Pithoragarh,
Nainital, Ranikhet , Lakhimpur, Pilibhit

DISTRIBUTION PROCESS:The Coca-Cola soft drinks are produced in the plant at Kanpur here products are supplied to
the warehouse.
From warehouse the products are distributed through Direct & Indirect Routes.
DIRECT ROUTE:The Direct Routes are those in which the company owned trucks run by salesman cum driver,
distribute products to the retailers.
INDIRECT ROUTE:Indirect Routes are those in which products are supplied to the distributors appointed to the
different areas.
The distributors then distribute products in their own trucks or tempo to the retailers. Finally
retailers serve the products to the customers.

DISTRIBUTION PROCESS

FACTORY

WAREHOUSE
DIRECT ROUTE

INDIRECT ROUTE

RETAILERS

DISTRIBUTORS

CONSUMERS

RETAILERS

CONSUMERS

PROMOTIONAL ACTIVITIES
Promotional activities play a greater and important role in the entire marketing effort being
carried out by B.B.L.Pvt. Ltd., are to generate more sales as well as the create and maintain
an image of its product.
Thus B.B.L.Pvt. Ltd carried out its promotional activities as a controlled and integrated
program of communication and material design to present its soft drink to the prospective
customer. It also helps in communication the need satisfying qualities of soft drink, to
facilitate the sales and eventually to contribute towards the profit in long range.

The tools used by B.B.L.Pvt. Ltd. for fulfilling the various purposes of its promotional
activities are the following: Point of sale display
Dealers sales contest
Sales promotion through special event market
Sales promotion through salesman that is personal selling.
Advertising
Incentives

Point of Sale Display

A sensible man does not have to go far to find out whatever a common panwala knows that
people buy with their eyes. Every item on sale in a shop is displayed in front where people
can see it at the first sight. It is the same with all the shops and vendors in towns either
selling consumers or selling soft drinks. Rather in selling a product like COKE display is
more than help, it is an essential element because soft drink is bought on impulses on the spur
of the movement. Thus, the product is tested when it is brought at peoples attention.

Dealers sale contest

Another method of sales promotion being used by the B.B.L.Pvt. Ltd. through its distributors
is to conduct dealers sales contest during the peak seasons i.e. during April to July. In it the
dealers are given prize in the form of free cases of soft drinks. In the contest at first his or her
respective distributors according to their categorize each dealer. Then each distributor fixes a
target of minimum sale for each category to which every dealer according to his or her
category has to achieve during the contest period. The dealers achieving highest sales over
and above the target set is giving the awards as under, the order of prizes announced first
prize, 2nd prize, 3rd prize in terms of number of free cases of soft drinks.

Special event market

The dealers at special event sport place the banners and stall of Pepsis products like picnic
fates cricket test match, social are used to cater the people. It helps in promoting the sale as
well as in creating an image of products.

Salesman contest
Salesman contest are held to motivate the sales man. Under the scheme salesmen are given
monetary incentive on the basis of sale made in their given route.

Media planning
A very important part of advertising is to decide the medium of advertising and how much to
spend in each media: Newspaper & Magazines
Radio
TV
Hoarding
Product of sales materials (paintings, glow signs, D. Board)

Advertising is one of the important factors, which all put together results sales. It has to be
backed by the distribution network, effective servicing, dealer, goodwill and so on. Thus,
advertising has to be very carefully woven with the entire demand
All advertisement expenditure is incurred by Coca-Cola India. Only display board and wall
paintings expenditure is done by the company.It is 8 to 10 % of the sale of the year.

Brindavan Beverage Pvt. Ltd.

PRODUCTS PROFILE

The world's favourite drink. The world's most valuable brand. The most recognizable word
across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble

beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made significant investments
to ensure that the beverage is available to more and more people, even in the remote and
inaccessible parts of the nation.
Coca-Cola had signed as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly,
southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan,
Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

Glass
200 ml, 300 ml, 500
ml, 1000 ml

PET
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml

Can
330 ml

Fountain
Various Sizes

The drink that can cast a tangy refreshing spell

on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of
consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca continues
to be the leading flavour soft drink in the country.
The success formula? The sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the
ultimate refresher has
continuously strengthened the brand
franchise. Limca energizes,
refreshes and transforms. Dive into
the zingy refreshment of
Limca and walk
away a new person ..

Glass
200 ml, 300 ml, 500 ml,
1000 ml

PET
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml

Can

Fountain

330 ml

Various Sizes

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most
trusted brand in India. Originally introduced in 1977, Thums
Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass
200 ml, 300 ml, 500 ml, 1000
ml

PET
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml

Can

Fountain

330 ml

Various Sizes

Internationally, Fanta - The 'orange' drink of

The Coca-Cola Company, is seen as one of the favorite
drinks since 1940's. Fanta entered the Indian market in
the year 1993.
Over the years Fanta has occupied a strong market place
and is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting

taste and tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment. This positive imagery
is associated with

happy, cheerful and special tiems with

friends.

Glass
200 ml, 300 ml,

PET
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml

Can

Fountain

330 ml

Various Sizes

Worldwide Sprite is ranked as the No. 4 soft

drink & is sold in more
than 190 countries

In India, Sprite was launched in year 1999 &

today it has grown to be one of the fastest
growing soft drinks, leading the Clear lime
category.
Today Sprite is
perceived as a youth
icon. Why? With a
strong appeal to the

youth, Sprite has stood for a straight forward and honest attitude.Its clear crisp refreshing
taste encourages the today's youth to trust their instincts,influence them to be true to who
they are and to obey their thirst.

Glass
200 ml, 300 ml,

PET
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml

Can

Fountain

330 ml

Various Sizes

Maaza was launched in 1976. Here was a drink that offered

the same real taste of fruit juices and was available
throughout the year.
In 1993, Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with
Mango. This has been the result of such successful
campaigns like "Taaza Mango,Maaza Mango" and "Botal
mein Aam, Maaza hain Naam". Consumers regard Maaza as
wholesome, natural, fun drink which delivers the real
experience of fruit.
The current advertising of Maaza positions it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and the kids love its taste. The campaign
builds on the existing equity of the brand and delivers a relevant emotional benefit to the
moms rightly captured in the tagline "Yaari Dosti Taaza Maaza

Glass
200 ml,
250 ml

Tetrapak
125 ml,
200 ml

PET

Fountain

1000 ml

Various Sizes

Water, a thirst quencher that refreshes, a life giving force

that washes all the toxins away. A ritual purifier that
cleanses, purifies, transforms. Water, the most basic need
of life, the very sustenance of life, a celebration of life
itself.
The importance of water can never be understated.
Particularly in a nation such as India where water governs
the lives of the millions, be it as part of everyday rituals
or as the monsoon which gives life to the sub-continent.
Kinley water understands the importance and value of this life giving force. Kinley water
thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe
and pure.

Kinley water comes with the assurance of safety from the Coca-Cola Company.
That is why they introduced Kinley with reverse-osmosis along with the latest

technology to ensure the purity of their product. That's why they go through rigorous testing
procedures at each and every location where Kinley is produced.Because they believe that
right to pure, safe drinking water is fundamental. A universal need, that cannot be left to
chance.

In the company's journey

towards

'leading

beverage

revolution in India', now

even Garam matlab Coca-

Cola. A hot new launch

the

from

the

Coca-Cola

vision

India.

Georgia, quality tea and coffee served from state of the art vending machines is positioned to
tap

into

the

nations

biggest

beverage

category.

Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is
available in a range of

sizzling flavours, adrak, elaichi, masala and plain tea cappuccino,

mochaccino and regular coffee.

Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.
Georgia aims to become the consumers preferred choice of hot beverage when he is on the
go, the brand is well on course to achieving its vision.While Georgia is a
mass market offering, Georgia Gold is the premium brand which caters to
the connoisseur. Made from freshly roasted and ground coffee beans,
Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh
coffee. Currently available exclusively at McDonalds outlets across the
country Georgia Gold has driven coffee sales through the roof. The success

of hot beverages from Georgia Gold has resulted in extension into the cold category, with the
introduction of Ice Tea and Cold Coffe.

Company Profile
Of

Pepsi

Pepsi-Cola

Pepsi

is

carbonated

beverage that is produced and

manufactured by PepsiCo. It is sold

Brand logo

in stores, restaurants and from

Type
Manufacturer

Cola
PepsiCo.

vending machines. It was first made

in the 1890s by pharmacist Caleb
Bradham in New Bern, North
Carolina.

Country of origin
Introduced
Related products

United States

The

brand

was

trademarked on June 16, 1903.

There

have

been

many

Pepsi

16 June 1903

variants produced over the years

Coca-Cola

since 1903, including Diet Pepsi,

RC Cola

Crystal Pepsi, Pepsi Twist, Pepsi

Dr. Pepper

Max, Pepsi Samba, Pepsi Blue,

Inca-Cola

Pepsi Gold, Pepsi Holiday Spice,

Irn Bru

Pepsi Jazz, Pepsi X (available in

Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro
in Mexico, Pepsi One, and Pepsi Ice Cucumber in Japan.

Indra Nooyi : Global Vision on Performance with Purpose

I want people to look at PepsiCo and think of it as a model of how to conduct

business. We call it "Performance with Purpose" and it means we bring together what is good
for business and good for the world.
As a child in India, my mother would ask a simple but compelling question: "What would
you do to change the world?" Today, I know my answer would be that I want to lead a
company that is a force for good in the world.
A good company makes products that responsibly nourish people, physically and spiritually.
At PepsiCo, we are committed to building a fully balanced portfolio, making our treats more
healthy and providing consumers with a full range of nutritious products such as Tropicana
and Quaker.
A good company tries to minimize its impact on the environment and replenish the earth. At
PepsiCo, we are focused on water, energy and packagingareas in which we can make the
biggest impact. Agricultural needs are an important part of this.
A good company cherishes its people. We must attract, develop and retain the best people.

As a key market, India is a critical part of this vision. PepsiCo is committed to achieving
"Performance with Purpose" in India-- to being a company that is good for society.
Specifically in the area of Environmental Sustainability, PepsiCo in India is engaged in a
wide range of initiatives aimed at protecting the environment and reducing our impact on it.
Water is a particular priority for us and our record in advancing agricultural development in
India is virtually unparalleled.

We are committed to using water responsibly and helping to promote community access.
Across our manufacturing operations we have very active conservation programs. To increase
water supplies in dry areas, were treating and reusing waste water.
And where monsoons create vast amounts of water that are normally lost to runoff, we use
roof harvesting and other methods to collect water and rejuvenate the aquifers.
In the last six years those initiatives in India have enabled us to slash our water use by over
60%. And weve undertaken a number of other initiatives to improve community access to
safe water.
Our agro programs in India are another good example. Its not well known today, but when
PepsiCo launched its business in India, we undertook some pioneering efforts. We like to
describe our engagement in agriculture as being from farm to fork. We began working
directly with thousands of farmers in Punjab and other states to improve and refine
techniques to raise productivity -- ultimately improving their incomes and quality of life.
At the same time, we introduced critical food processing technology. That meant fewer fruits
and vegetables would rot on their way to market and more could be sold across India -- or
be exported. To most people were a soft drink company but in fact today our exports of
Indian produce generate more than $60 million annually. As India illustrates, the impact of
our initiatives tends to be local, much like our businesses.
Yet make no mistake: Our commitment is truly global

PepsiCo India Vision : Sanjeev Chadha, India Beverages CEO

As PepsiCo continues to achieve success and growth in India, we believe we are

delivering more than financial performance, by continuously giving back to the communities
we serve and our environment, to make tomorrow better than today.
Being a caring corporate citizen is not new to PepsiCo in India. Since inception in 1989 we
have actively supported Indian agriculture and several social and environmental causes.
Today we call it Performance with Purpose, and I am very excited and committed to
building on the strong foundation and redoubling our efforts on the Purpose agenda in four
critical areas where we can leverage the power of PepsiCo to make a difference.
We are committed to expanding our efforts in replenishing water across our plants and
providing communities access to clean water. Our agri-partnerships with farmers are being
scaled up to help farmers earn more. We continue to expand our initiative to convert waste to
wealth across several cities by recycling and converting household garbage to economically
benefical products which generate income and benefit more than 100,000 people. And we are
committed to improving the health and well-being of our children through innovative
healthier offerings and expanding programs that encourage physical activity for kids.

I am pleased to share with you details that provide you with a closer look at our Purpose
agenda the many ways our teams across India are giving back to communities. Do write to
us at: tomorrowbetterthantoday@intl.pepsico.com to share your thoughts and ideas on this
exciting journey.

Best wishes,
Sanjeev Chadha

Overview of Pepsi
The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages
(PAB) and PepsiCo International (PI).
PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America
food and snack businesses, including Sabritas and Gamesa businesses in Mexico. PAB
includes PepsiCo Beverages North America and all Latin American beverage businesses. PI
includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and
Africa. PepsiCo brands are available in nearly 200 countries and generate sales at the retail
level of more than $98 billion.
Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference -- from funfor-you items to product choices that contribute to healthier lifestyles.
PepsiCos mission is To be the world's premier consumer products company focused on
convenient foods and beverages. We seek to produce healthy financial rewards to investors
as we provide opportunities for growth and enrichment to our employees, our business

partners and the communities in which we operate. And in everything we do, we strive for
honesty, fairness and integrity.

PepsiCo Headquarters
PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes
from New York City. The seven-building headquarters complex was designed by Edward
Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144acres

complex that includes the Donald M. Kendall Sculpture Gardens, a world- acclaimed
sculpture collection in a garden setting.
The collection of works is focused on major twentieth century art, and features works by
masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto
Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens originally were designed
by the world famous garden planner, Russell Page, and have been extended by Franois
Goffinet. The grounds are open to the public, and a visitor's booth is in operation during the
spring and summer.

Our commitments
Our values reflect our aspirations - the kind of company we want Pepsico to be. We
express our values in the form of a commitment. Our commitment is:
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results, and helps us understand
whether today's actions will contribute to our future. It is about growth of people and
company performance. It prioritizes making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that we feel will get
the job done, while being consistent with the processes that ensure proper governance and
being mindful of the rest of the company's needs.

Responsibility and Trust form the foundation for healthy growth. It's about earning the
confidence that other people place in us as individuals and as a company. Our responsibility
means we take personal and corporate ownership for all we do, to be good stewards of the
resources entrusted to us. We build trust between ourselves and others by walking the talk
and being committed to succeeding together.

Coca Cola V/s Pepsi: Battle of Brands

1975 heralded the Pepsi Challenge, a landmark marketing strategy, which convinced
millions of consumers that the taste of Pepsi was superior to Coke. Simultaneously, Pepsi
Light, with a distinctive lemon taste, was introduced as an alternative to traditional diet
colas. In 1983 Coke launched aspartame/saccharin blend Diet Coke. In response in 1989
Pepsi-Cola introduced an exciting new flavor, Wild Cherry Pepsi. Thus Diet Pepsi's 'The
Other Challenge' campaign was based around a 54-46% lead over Diet Coke in
independently researched taste tests in Australia. It was only in 1996 that Pepsi unveiled a
revolutionary 'blue' look worldwide 'to transform the image and attitude' of one of the
world's best-known brands. 'Pepsi Blue represents a quantum leap into the future and
redefines how the Cola Wars will be fought and won in the 21st Century.'
The situation is both Coke and Pepsi are trying to gain market share in this beverage
market, which is valued at over $30 billion a year. Just how this is done in such a
competitive market is the underlying issue. The facts are that each company is coming
up with new products and ideas in order to increase their market share. The creativity
and effectiveness of each company's marketing strategy will ultimately determine the
winner

with

respect

to

sales,

profits,

and

customer

loyalty.

Not only are these two companies constructing new ways to sell Coke and Pepsi, but
they are also thinking of ways in which to increase market share in other beverage
categories. Although the goal of both companies is exactly the same, the two companies
rely on somewhat different marketing strategies. Pepsi has always taken the lead in
developing new products, but Coke soon learned their lesson and started to do the same.
Coke hired marketing executives with good track records. Coke also implemented cross

training of managers so it would be more difficult for cliques to form within the
company. On the other hand, Pepsi has always taken more risks, acted rapidly, and was
always

developing

new

advertising

ideas.

Both companies have also relied on finding new markets, especially in foreign countries.
In the foreign markets, Coke has been more successful than Pepsi. For example, in
Eastern
Europe, Pepsi has relied on a barter system that proved to fail. However, in certain
countries that allow direct comparison, Pepsi has beat Coke. In foreign markets, both
companies have followed the marketing concept by offering products that meet
consumer needs in order to gain market share. For instance, in certain countries,
consumers wanted a soft drink that was low in sugar, yet did not have a diet taste or
image.

Pepsi

responded

by

developing

Pepsi

Max.

These companies in trying to capture market share have relied on the development of
new products. In some cases the products have been successful. However, at other times
the new products have failed. For Coke, changing their original formula and introducing
it as New Coke was a major failure. The new formula hurt Coke as consumers
requested Classic Cokes return. Pepsi has also had its share of failures. Some of their
failures included: Pepsi Light, Pepsi Free, Pepsi AM, and Crystal Pepsi.
One solution to increasing market share is to carefully follow consumer wants in each
country. The next step is to take fast action to develop a product that meets the
requirements for that particular region. Both companies cannot just sell one product; if
they do they will not succeed. They have to always be creating and updating their
marketing plans and products. The companies must be willing to accommodate their
target markets. Gaining market share occurs when a company stays one-step ahead of
the competition by knowing what the consumer wants.

Coke V/s Pepsi in India:

Coca-Cola controlled the Indian market until 1977, when the Janata Party beat the
Congress Party of then Prime Minister Indira Gandhi. To punish Coca-Cola's principal
bottler, a Congress Party stalwart and longtime Gandhi supporter, the Janata government
demanded that Coca-Cola transfer its syrup formula to an Indian subsidiary. Coca-Cola
balked and withdrew from the country. India, now left without both Coca-Cola and

Pepsi, became a protected market. In the meantime, India's two largest soft-drink
producers have gotten rich and lazy while controlling 80% of the Indian market. These
domestic producers have little incentive to expand their plants or develop the country's
potentially enormous market. Some
analysts reason that the Indian market may be more lucrative than the Chinese market.
India has 850 million potential customers, 150 million of whom comprise the middle
class, with
disposable income to spend on cars, VCRs, and computers. The Indian middle class is
growing at 10% per year. To obtain the license for India, Pepsi had to export $5 of
locally made products for every $1 of materials it imported, and it had to agree to help
the Indian government to initiate a second agricultural revolution. Pepsi has also had to
take on Indian partners. In the end, all parties involved seem to come out ahead: Pepsi
gains access to a potentially enormous market; Indian bottlers will get to serve a market
that is expanding rapidly because of competition; and the Indian consumer benefits from
the competition from abroad and will pay lower prices. Even before the first bottle of
Pepsi hit the shelves, local soft drink manufacturers increased the size of their bottles by
25%

without

raising

costs.

Coke, Pepsi on a rural drive to push sales

Soft drinks giants Coca-Cola and Pepsi have signed on thousands of new retailers in a drive
into rural India that has pushed up sales steeply.
Coca-Cola has made its beverages available in 40,000 additional villages in the last three
years.
As a result, the rural areas now contribute 35 per cent of the company's sales compared with
25 per cent in 2000.
"Sales volumes have jumped by over 125 per cent in some rural areas," Coca-Cola India
deputy president Sanjiv Gupta said.

In order to service far-flung markets better, Coca-Cola has doubled the number of
refrigerators in the market to 500,000 and added 5,000 new autos and light commercial
vehicles to its fleet in the last one year.

While refusing to divulge absolute numbers, Pepsi also says it has doubled distributors,
cooling capacity and even the number of vehicles in rural areas.
Thus, the contribution of rural areas to total sales has climbed from below 10 per cent to 1015 per cent for Pepsi in the last couple of years.
Pepsi has added more than 200 people to drive rural activation programmes and ensure
improved coverage and market penetration. In addition, a new "hub and spoke" model has
been put in place to drive the rural expansion plan.
"The model drives revenue as critical glass turns around faster, thereby providing an
opportunity to expand rural coverage and allowing penetration into markets that were
previously logistically unreachable," a Pepsi spokesperson said.
Both companies say there is untapped potential in the rural areas that will fuel quick growth
in the coming years. Per capita soft drinks consumption in rural areas is only 2.8 litres
compared with 7.4 litres nationally.
In comparison, urban dwellers in the country's top metros, who form 4.2 per cent of the
country's population, consume 49 litres annually.
Increased penetration in rural areas is driving growth for both Coke and Pepsi. Growth in the
soft drinks sector was almost stagnant two years ago but has now climbed to over 40 per cent.
The growth rates have been achieved by a combination of aggressive marketing and new
strategies. One powerful driver has been the 200 ml packs introduced to target rural areas.
Gupta says while only four rotations of 300 ml bottles could happen in one year, the 200 ml
bottles are coming back at least 10-14 times.

He added that the capacity was being fully utilised this year and the year round capacity
utilisation had gone up from 50 per cent to 75 per cent.

However, growth was not only happening in rural areas but even in metros like Hyderabad
and Delhi, where consumption had risen by more than 75 per cent, Gupta added.

Conclusion:
Advertising professionals realize that the heart of any campaign is not just the product
but also the position it holds in people's minds. Thus the New Coke fiasco couldnt have
been

predicted

nor

could

the

overwhelming

response

to

Classic

Coke.

In the interest of aligning their marketing campaigns with various sets of social values,
companies like the cola giants, may try to emphasize their reputation for ethical conduct
or the social value of their products. They might enter under-served markets, with the
dual aim of distributing goods and services to those who might not otherwise have
access to them, and at the same time finding profitable new business niches and creating
good will toward the company. Coke and Pepsi are practicing social marketing in rural
India

and

interior

China.

International marketing can be very complex. Many issues have to be resolved before a
company can even consider entering uncharted foreign waters. This becomes very
evident as one begins to study the international cola wars. Often, the company that gets
into a foreign market first usually dominates that country's market.

Literature
review

LITERATURE REVIEW
ADVERTISING AND SALES PROMOTION
Advertising is the dissemination of information by non-personal means through paid media
where the source is the sponsoring organization. The messages carried in-medias. Advertising
objectives serve as guidelines for the planning and implementation of the entire advertising
programme. It helps the consumer to save their time in purchases.

It helps the manufacturer sell their products. The relation between wholesalers and retailers is
improved through advertising. Sales promotion consists of diverse collection of incentive
tools, mostly short-term designed to Sales promotion tools vary in their specific objectives. A
free sample. Stimulates consumer trial, while a free management advisory service comments
a long-term relationship with a retailer stimulates quicker and / or greater purchase of a
particular product by consumers or the trade. Rationale of sales promotion may be analyses
for Short-term results, Competitive Pressure, Buyers expectations, Low quality of retail
selling. There is wide acceptance that sales promotion is one of the most mismanaged of all
marketing functions. The report contained advantages, purpose of advertising and sales
promotion. It also discussed rationale, plan preparation, integrating and planning advertising
and sales promotion
Adverting is only one element of the promotion mix, but it often considered prominent in the
overall marketing mix design. Its high visibility and pervasiveness made it as an important
social and encomia topic in Indian society. Promotion may be defined as the co-ordination
of all seller initiated efforts to set up channels of information and persuasion to facilitate the
scale of a good or service. Promotion is most often intended to be a supporting component in
a marketing mix. Promotion decision must be integrated and co-ordinated with the rest of the
marketing mix, particularly product/brand decisions, so that it may effectively support an
entire marketing mix strategy. The promotion mix consists of four basic elements. They are:-

1. Advertising
2. Personal Selling
3. Sales Promotion, and
4. Publicity
1. Advertising is the dissemination of information by non-personal means through paid
media where the source is the sponsoring organization.
2. Personal selling is the dissemination of information by non-personal methods, like face-toface, contacts between audience and employees of the
Sponsoring organization. The source of information is the sponsoring

organization.

3. Sales promotion is the dissemination of information through a wide variety of activities

other than personal selling, advertising and publicity which

stimulate consumer

purchasing and dealer effectiveness.

4. Publicity is the disseminating of information by personal or non-personal means and is not
directly paid by the organization and the organization is not the source.

Analysis &
Interpretati
on

Analyze of the retailers who keep different brands of cold drink. Data based on the
response of 100 retailers.

Brands
No. of retailers

Coca Cola
24

Pepsi
16

Both
51

Others
09

Most selling cold drink per month in the region, data based on the information of 100
retailers.

Cold Drinks
No. of 300
ml bottles

Coca Cola
6968

Pepsi
5687

Thums up
3675

Mazza
2376

Others
6456

Analyze of regular supply of different brands based on the information given by 100
retailers

Brands
Regular Supply

Coca Cola
54

Pepsi
43

Others
03

Analyze of different brand on the basis of their problem solving nature regarding
product and services (sample size of 100 retailers).

Brands
Problem Solution

Coca Cola
47

Pepsi
39

Others
14

Analyze of which brand provides cooling accessories at a cheaper rate or free to the
retailers. Data based on the response of 100 retailers.

Brands

Coca Cola

Pepsi

Others

Cooling accessories

56

40

04

Analyze of which company provides good profit margin to their retailers. Data based on
the response of 100 retailers.

Brands

Coca Cola

Pepsi

Others

Profit Margins

52

45

03

Findings

Findings
Coca Cola products have high brand awareness among the consumers in regard of its
competitive brand Pepsi.

 Coca Cola has a wide reach at the rural and urban areas in comparison to its
competitor Pepsi.
Coca colas marketing executives visits their retailers very frequently and updates
their requirements.
The demand of Coca Cola is much higher then Pepsi on various occasions such as
festivals, fairs, and parties.
Coca Cola invest much more on advertisement and promotion to increase its demand
then its competitor Pepsi.
Coca Cola gives cash discount to increase the demand, but on the other hand Pepsi
gives more attention on flavor discount.
Retailers always like to keep the advance stock of Coca Cola then Pepsi.

SWOT
ANALYSIS

SWOT ANALYSIS

STRENGTH
Strong brand Coca Cola and Thums up in Coca Cola segment
Advanced technology.
Modified and attractive packing.
Proper Selection of plant lay out.
WEAKNESS
Unskilled labor at distribution level.
Lack of labor in distributions.
Lack of imitativeness at distribution level.
OPPORTUNITIES
Good rural well as urban market.
Direct distribution.
Low distribution cost.
THREATS
Intense competition with Pepsi.
Illegal distribution done by some distributors.
Infiltration of the same brand products in markets.

Limitations

Limitations of the Study

 Due to time & money constraints, it is difficult to visit each & every market &
interiors.
In order to maintain secrecy about the various aspects of the outlets, retailers
sometimes may not provide exact details.
In some cases, retailers are not able to give the required information as many of
them are illiterate & do not maintain proper records.
Many Retailers were not interested in giving feedback.
During survey I had to wait in point of sales for Retailers,
Many of the Retailers, I visited had no time to fill questionnaire.
Many of the time when I asked Retailers to fill the form, they started talking about
their problems and asked me to solve the problems they were facing instead of
filling the form.

Suggestions

Suggestion
This year Company Introduce 200 ml bottle which has top and highest demand in the
market among all various other size bottle, but Company was not able to meet and

fulfill required demand of the market. So Company should make sufficient effort to
meet the demand of this loyal customer and target market.
In city about 100% enterprises are free enterprises. So these enterprises are the
prospective outlets for being Coca-Cola monopoly enterprises and extend their
availability.
To good image in the eyes of retailers, Coke should provide more sale generating
assets.
To improve its relationship with retailers, Coke should appoint more man power to
repair chilling equipment so that it can remove the complaints of retailers that their
assets are not working properly by Coke.
It should provide more and suitable schemes to retailer so that it can increase its
supply in the market.
The company will have to build credibility and image of reliable suppliers.
The company should send sales executives in this area, frequently (twice in a week) to
under stand their problems.
The company should sponsor mega events of the locality like, Dusshera mela &
Diwali Mela and other big events.
The company should advertise aggressively during October to February to pick up the
sale as during this period company has very little amount to sale.
The company should organize market survey program regularly.

Bibliography

BIBILIOGRAPHY

I have taken the help of many sources which provided me the valuable information about
Coca Cola and Pepsi. This information helped me in presenting this report in an effective and
efficient manner.
My valuable source for primary data collection was Questionnaire.

Sources of secondary data:BOOKS:

Kothari C.R.; Research Methodology, New Age, New Delhi,2007.
Ramaswamy V.S., Namakumari S.; Marketing Management, MacmillaIndia Ltd,
2003.
Kotletr P.; Marketing Management,Darling Kindersley(India)Pvt.
Ltd.,Delhi,2005.
Saxena Rajana ; Marketing Management, Tata McGraw Hill,New Delhi, 2004.
Czinkota, M.R.; Marketing Management, Pearson Education Asia,New Delhi,
2004.

WEBSITES:
www.google.com
www.cocacola.com
www.wikipedia.com
www.pepsiindia.co.in

Magazines and News Papers:

Business today magazine
Business outlook magazine
Economic Times
Business Standard