PROJECT REPORT ON

Consumer behavior with preference to Cold drinks(pepsi and coca cola)

TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN

MASTER OF MANAGEMENT STUDIES (MMS) AS PER UNIVERSITY OF MUMBAI

STUDENT NAME (SPECIALISATION) Batch 2011-13

SUBMITTED BY

KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI.

A PROJECT REPORT ON Consumer behavior with preference to Cold drinks(pepsi coca cola) SUBMITTED BY AKSHAY SHETTY (MARKETING) ROLL NO B-57 Batch 2011 2013 UNDER THE GUIDANCE OF PROF.AMIT AGGARWAL CORE FACULTY SPECIALISATION

UNIVERSITY OF MUMBAI KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI.

DECLARATION
I hereby declare that the project report entitled CONSUMER BEHAVIOR WITH PREFERENCE TO COLD DRINKS(PEPSI AND COCA COLA)AT IMRB(INTERNATIONAL MARKET RESEARCH BUREAU) is my work submitted in partial fulfillment of the requirement for Degree of MASTER OF MANAGEMENT STUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI and not submitted for the award of any degree, diploma, fellowship or any similar titles or prizes.

Date: Place: Mumbai

Signature: _______________ Student Name: ___________

CERTIFICATE
This is to certify that the project entitled CONSUMER BEHAVIOR WITH PREFERENCE TO COLD DRINKS (PEPSI AND COCA COLA) AT IMRB(INTERNATIONAL MARKET RESEARCH BUREAU is successfully completed by AKSHAY S.SHETTY during the second year of her course, in partial fulfillment of the Masters Degree in Management Studies, under the University of Mumbai, through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.

Date:

Place: Mumbai

prof.Amit aggarwal

Acknowledgement
I Mr AKSHAY SHETTY, would like to take this opportunity to thank the organization and the professional representatives of the organization who allowed me to collect the data for my research project. I specially thank my college, KOHINOOR BUSINESS SCHOOL.

A special thanks to PROF.AMIT AGGARWAL for being my mentor and guiding me throughout my project. His guidance and constant support has been invaluable and also to mr. Bryan dsouza (Manager Admin & Corp Communication, Kohinoor Management School), for providing me with an opportunity to work with IMRB and to complete my project on Consumer behavior with reference to cold drinks (PEPSI AND COCA COLA).

Last, but not the least, I would like to thank my parents and God for always being there, as a strong support.

METHODOLOGY

This project is prepared with the combination of theoretical knowledge as well as practical knowledge and a blend of advices and suggestions from the research guide of the project. Various books helped me out in extracting the theoretical ingredient. For doing anything right, it is necessary that one follows the correct method otherwise he wont be able to achieve his goal properly. Hence how you do things is very important than have you done the things? & how fast have you done things? While making this project it was important to give due importance to the method of collecting the data for achieving the goal. This project is research-based project & the information presented in the project is collected with the help of primary & secondary data. Finally, the project has lucratively finished with various kinds of experiences gained throughout. It had been possible with my best efforts.

INDEX
Topic Page No. Executive summary 8 Objective of the study. 9 Scope of the study. 9 Research methodology 9 Data sources 10 Limitations of the study. 11 Company Profile.... 12 Introduction........ 18 Company profile(Pepsi) 23 Marketing strategies... 30 Company profile(coke) Marketing strategies. Bcg matrix of both .. 41 48 52

Data Analysis & interpretation... 56 Recommendation... 59 Conclusion. 60 Bibliography.. 61 Questionnaire.... 62 Executive summary
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1. INTRODUCTION TO STUDY CONSUMER PREFERENCE All marketing starts with consumer. So consumer is very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how to purchase. In order to become a successful marketer, one must know the liking and disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may also purchase, so that he may store the goods or provide the services according to the likings of the consumers. Gone are the days when the concept of market was let the buyers beware or when the market was mainly the sellers market. Now the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell Whatever the consumer likes. In this sense ,consumer is the supreme In the market. As consumers, we play a very vital role in the health of the economical local, national or international. The decision we make concerning our consumption behavior affect the demand for the basic raw materials, for the transportation, for the banking , for the production; they effect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this. PREFERENCE (or taste) Is a concept , used in the social sciences, particularly economics. It assumes a real or imagined choice between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility, they provide. More generally, it can be seen as source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals. The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of goods they buy and their evaluation of these goods after use. So the success of any company or product promotion it is very necessary to depart its concentration towards preference.

OBJECTIVES OF THE STUDY 1 To make a detailed study of soft drinks market and determine the consumer behavior pattern of buyers. 2 3 To know much electronic media influences a consumer. To record the most preferred brand of soft drinks.

4 To study the tastes and preferences, satisfaction, expected improvement and suggestions by then consumers. 5 6 7 8 To test consumer the packaging of the soft drinks. To understand what are the factors considered by a consumer while buying a soft drink. To see what happens with the demand of the soft drink if there is any change in price. To know the consumption rate of consumers.

SCOPE OF THE STUDY The scope of my study restricts itself to analysis of consumer preferences, perception and consumption of Pepsi and coke. There are many other brands of soft drinks available but my study is limited to two major players of soft drinks leaving others behind.

Response physical/mental reaction to the stimulus Intervening variables mood, knowledge, attitude, values, situations, etc.

RESEARCH METHODOLOGY This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt is made to present comprehensive analysis of consumption of Pepsi and coke consumed by people. The data had been used to cover various aspects like consumption, consumers preference and customer satisfaction regarding Pepsi and coke drinks.

Survey design

The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience. Sample Size and Design A sample of 50 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling.

Research Period

Research work is carried for 2 to 3 weeks.

Research Instrument This work is carried out through self-administered questionnaires. The questions included were open ended, and offered multiple choices.

Data Collection The data collection is collected for the purpose of study, is divided into 2 bases: Primary sources: The primary data comprises information survey of comparative Study of consumer behavior towards Pepsi and coke drinks. The data has been collected directly from respondent with the help of structural questionnaires.

Secondary sources; The secondary data was collected from internet, reference from library. Data Analysis

The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique I have used is bar technique.

LIMITATIONS OF THE STUDY

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In attempt to make this project reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project.

The main limitations are as follows: 1 Due to limitation of time only few people were selected for the study. So the sample of the consumers was not enough to generalize the findings of the study. 2 The main sources of data for the study was primary data with the help of selfadministered questionnaires. Hence, the chances of unbiased information are less. 3 People were hesitant to disclose the true facts.

Company profile

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About IMRB International

IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT). We are born out of conviction that good advertising can only be built on sound consumer insight. We are the University of the Indian market research. We are one of the top 20 Market Research companies in the world. IMRB was set up in 1970, a full 37 years after BMRB was set up in UK by JWT. We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68 billion; revenue company with 138,000 employees in 2400 offices across 107 countries. Kantar is WPPs research, insight & consultancy network. Kantar was founded in 1993, is now the worlds fourth largest research conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices across 95 countries.

How are we different?

We add value to clients - real value. We develop a learning culture that fosters innovation and we also contribute to academia and policy makers. We have developed a sustainable working environment that is good and fair to us and our clients. We have the largest team of researchers and analysts with around 4 decades of leadership in the region. We have 26 offices in 12 countries each of them equipped with specialized units by research methods and industry sector. We have 4.4 million customer interactions every year.

Our Methods and Philosophy

Our perspective is unique. Our approach is refreshing. And our solutions provide a comprehensive response to our clients needs, not packaged data but custom solutions for clients. We offer services with the integration of qualitative and
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quantitative tools. We are designed in India for India, our measures and scales are created to maximize sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by combining consumer understanding and brand knowledge with intuition and innovation.

Our Achievements - Our Goals

IMRB has demonstrated its vision and leadership in the Indian market by establishing several industry wide measurement and rating systems. Notable amongst these is our pioneering role in establishing Indias first TV rating system (TAM) and the creation of social economic classification (SEC) system in India. We have won several prestigious awards. Amongst them the most noteworthy being the MR Agency of the year from 2005-2009. We have presented cutting edge research for several years at international forums including ESOMAR and won awards for our efforts. We have also been awarded the WPPs Atticus award jointly with JWT.

Clients
Our top clients include BAT Group, Bharti Group, PepsiCo, Cadbury , Ford Group, Frito Lay, Glaxo Smithkline , Heinz, Indian Airlines, ITC Group, Millward Brown, Nestle, Pepsi Group, Reckitt Benckiser , Coca cola, Research International, TVS Motors, Unilever Group, VST and so on. A few words from two of our esteemed clients: As a team they produce thoughtful proposals, excellent fieldwork and presentations. They are constantly involved in the work. They feel like a version of our own office
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IMRB showed a high degree of professionalism, rigor and discipline. An excellent level of client servicing, need fulfilment, pro-activeness and analytical focus.

Our Divisions
IMRB International has been offering specialized research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. IMRB International has eleven specialist units:

Abacus Business Operations: ABO Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB International. It has the largest Custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and above this, we interview another 1.5 million + telephonically.

IMRB International Divisions: ABACUS MARKET ANALYTICS

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ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updation, software development and testing.
Read More

Abacus Research Abacus Research looks after the domestic and International Field and tab business. They service Clients and Research Agencies which have their own Research set up and only want the data collected and clean data sent to them. Abacus Research has a team of expert Project Management Executives led by a seasoned and highly experienced Operations Director . This team also has the experience of managing the largest number of automotive clinics and has a protocol set up for the same. Abacus Research also runs FlexiBus a study which gives Clients the advantage and of quick turnaround on a few critical questions and the flexibility to study the Target Group in markets of their choice at the cost of an Omnibus

IMRB International Divisions: BIRD BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive Technology Group within BIRD.

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IMRB International Divisions: BSG The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses on Brand and Communication Research. Over the last few years IMRB Brand Science has been working towards the development of various tools that would help us get a better understanding of the Brand and its communication in an Indian Context.

IMRB International Divisions: CSMM Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist unit of IMRB International. CSMM is an exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent.

IMRB International Divisions: Media & Panel Group Media and Panel is an independent, specialist unit of IMRB International, incorporated in 1992. MPG handles different kinds of research both syndicated and customized. MPG has 4 different verticals: Consumer Panel (MarketPulse), Retail Unit, Media Unit, Mindtech Software and Systems.

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IMRB International Divisions: PQR Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods. Drawing on learning from ethnography, psychology and anthropology. It has created an array of validated tool-kits.

IMRB International Divisions: Quantitative Research IMRB International's Customized Quantitative Research Division offers custom research solutions using quantitative methods to clients in India and abroad through its five offices in Mumbai, Delhi, Kolkata, Bangalore and Chennai

COLD DRINK A VERY WORD OBEY YOUR THIRST AND QUENCH IT: ITs A STATE OF MIND

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INTRODUCTION TO COLD DRINKS The era of cold drinks began in 1952 but the the industrialization in India marked its beginning with launching of limca and gold spot by parley group of companies. Since, the beginning of cold drinks was highly profitable, many multinational companies launched launched their brands in India like pepsi and coke. Now a days it is observed in general that majority of people viewed sprite, Fanta and limca to give the feeling of lightness, while pepsi and Thums up to activate pulse and brain.

TYPES OF BEVERAGES/SOFT DRINKS Soft drinks are a kind of beverage that do not contain alcohol as the active agent and hence are referred to as 'soft' drinks, in opposition to 'hard' which means alcoholic beverages. There are
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mainly two kinds of soft drinks, one that is carbonated and one that is non-carbonated. They are believed to taste best when consumed chilled. Depending on what is added to (or removed from) the cold drink, different flavors and varieties of cold drinks are produced. The differences are not solely in the taste. Different types of cold drinks are: colas, sweet iced tea, fruit drinks, carbonated soft drinks, diet soft drinks fruit punch and energy drinks.

MORE THAN A MOUTHFUL COLD DRINK INDUSTRY IN INDIA In the present world, cold drink is the only word that transcends the barrier of age and language intriguing alike from kids to their grandparents. It is one which is consumed and liked by almost every one. Cold drink account for a small share of sugar in India.

ENERGY DRINKS: are soft drinks advertised as boosting energy. These drinks usually do not emphasize energy derived from the sugars they contain, but rather through a choice of stimulants, vitamins, and herbal supplements the manufacturer has combined.The increasing consumption levels , offers the industry significant prospects, especially foreign players which are highly competitive. There are a small number of large firms in the industry -pepsi and coke being the most well known. Many of the brand market have been in existence for a long time and have and have a high amount of brand loyalty. Openings for new products therefore are limited.In India pepsi is has the highest brand loyalty.Most of the market is being grabbed by pepsi and coke.

CONSUMER TRENDS Cold drinks : These are usually sold in summer season in India. This is the reason for sudden spurt in advertisement between February and april. Fruit juices are usually purchased by those who are health conscious. Energy drinks are usually purchased by people involved in sports. Pepsi can be chosen from wide range of cold drinks. Over the last few years pepsi so many varieties in Pepsi.

MARKETING- PROMOTION OF COLD DRINKS

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A decidedly youth-oriented strategy, the campaign hoped to hook young Baby Boomers while they were still young. In 1984 Pepsi launched another long-running campaign, "The Choice of a New Generation". From the 1930s through the late '50s, "Pepsi-Cola Hits The Spot" was the most commonly used slogan in the days of old radio, classic motion pictures, and later television. Pepsi utilized the services of a young, up-and-coming actress to promote products..

CHARATERISTICS OF CONSUMER BEHAVIOUR The Indian consumers are noted for the high degree of value orientation. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market. Indian consumers have a high degree of family orientation. This orientation in fact, extends to the extended family and friends as well. Brands with identities that support family values tend to be popular and accepted easily in the Indian market. Indian consumers are also associated with values of nurturing, care and affection. These values are far more dominant that values of ambition and achievement. Product which communicate feelings and emotions gel with the Indian consumers. Apart from psychology and economics, the role of history and tradition in shaping the Indian consumer behavior is quite unique. Perhaps, only in India, one sees traditional products along side modern products. Main Applications of Consumer Behaviour The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and
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it is important to please initial customers, since they will in turn influence many subsequent customers brand choices

Roles and Status : A person belongs to many groups, family, clubs, organizations. The persons position in each group can be defined in terms of both role and status. For example. M & X plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. A Role consists of the activities people are expected to perform according to the persons around them.

TRENDY LIFESTYLE: The current urban middle and upper class Indian consumer buying behaviour to a large extent has western influence. There is an increase in positive attitude towards western trends. The Indian consumer has become much more open-minded and experimental in his/her perspective. There is now an exponential growth of western trend reaching the Indian consumer by way of the media and Indians working abroad. Foreign brands have gained wide consumer acceptance in India, they include items such as; Beverages Packed food Ready to eat food Pre-cooked food Canned food
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Personal care products Audio/video products Garment and apparel Footwear Sportswear Toys Gift items

Foreign brands vie increasingly with domestic brands for the growing market in India. Foreign made furniture is well accepted by the Indian consumers. Malaysian, Chinese, Italian furniture are growing in popularity in India. Indian consumers have also developed lifestyles which have emerged from changing attitudes and mind sets; exposure to western influences and a need for self-gratification. Beauty parlours in cities, eateries, designer wear, watches, hi-tech products are a few instances which reflect these changes

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COMPANY PROFILE PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always, good taste.PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice, non-carbonated beverage and a new innovation Nimbooz by 7Up. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.

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PepsiCo is one of the worlds largest food and beverage companies, with revenues of nearly $60 billion. PepsiCo offers the worlds largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main business - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. PepsiCos people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide.

OBJECTIVES AND VALUES 1) Grow shareholders value....over the long time 2) Pepsi in every person's hand 3) Our marketing strategy is aimed at achieving this vision by growing the market, by appropriate pricing strategy that will create a mass market and to have offerings in every category to widen the market.

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PEPSI BRANDS

1) snacks:- lay's

2) beverages:-Pepsi,mirinda,7UP,Aquafina,Mountain Dew, Tropicana ,Tropicana twister , Gatorade. Miranda:- Miranda is a brand of soft drink originally created in Spain, but with global distribution. The word Miranda means "admirable, wonderful" inesperanto. available in fruit varieties including orange, grapefruit, apple, strawberry, raspberry, pineapple, banana, passionfruit, lemon ,hibiscus , tangerine, and grape flavors. A "citrus" flavor is also available in certain areas of the Middle East. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Miranda now represents the majority of Miranda sales worldwide following a major repositioning of the brand towards that flavor in the early 1990s. Miranda is owned by PepsiCo and is primarily commercialized outside North America. It competes with Coca-cola 's Fanta and Dr Pepper Snapple 's Orange crush brand, with flavour brands local to individual countries. As with most soft drinks, Miranda is available in multiple formulations of flavor, carbonation and sweetener depending on the taste of individual markets.

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7UP:- 7 Up is a brand of a lemon-lime, flavored non-caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world, including Puerto Rico, where the concentrate is manufactured at the Pepsi facility in Cidra. The 7 Up logo includes a red spot between the '7' and 'Up'; this red spot has been animated and used as a mascot for the brand as cool spot.

Aquifina:- PepsiCo began distributing Aquafina in Wichita, Kansas in 1994, before expanding distribution across the United States, Canada, Lebanon, Turkey, Saudi Arabia, Vietnam, Pakistan, India andSpain and Italy. As of 2003, it had become the United States' top-selling bottled water brand in measured retail channels. Aquafina is sold in 12-fluid ounce, 500-milliliter (16.9 fl oz), 20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles. Aquafina uses PepsiCo's own seven-step purification system, which it calls HydRO-7, which includes pre-filtration treatment to remove larger particles, two stages of polishing filtering, charcoal filtration, reverse osmosis, ultraviolet and ozone sterilization PepsiCo states in marketing material that this system removes substances that may be in other brands of bottled water. marketing material that this system removes substances that may be in other brands of bottled water.

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ADVERTISEMENT The slogans of advertising are the tools of sales promotion are so important which couples the consumer to purchase. Following are a few advertising slogans used by Pepsi for introducing the product to the customers: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) "Something For Everyone"

"Refresh Everything"/"Every Generation Refreshes the World" "Yeh hai youngistaan meri jaan" "My Pepsi My Way" "Every Pepsi Refreshes The World" "Youngistan ka wow." All these slogans used by Pepsi are beautifully prepared they can compel to buy the product to some extent.
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SWOT ANALYSIS

Strengths The company has strong background established since 1903 as Pepsi Cola. Pepsi has been marketing its products in a strong way. Well known brand in the world Good sales and profit figures. Increase in mineral water and fresh juices market share. It has broader products width. Strong distribution channels. Pepsi sponsor number of sports event e.g. National Football League, National Hockey League and Major League Baseball. Pepsi also sponsors Major League Soccer. Weaknesses Differences among the employees on basis of racism. Facing strong competition in mineral water market from Nestle. Pepsi is far away from Coca Cola as far as financials and brand image is concerned. Opportunity

Growth in mineral water segment. Food products should be promoted in untapped areas. Launch health drinks in India to improve the brand image in the eyes of customers Joint ventures Focus on social responsibility and sponsoring events.
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Threats Food and beverages industry is mature. Pepsi was blamed in multiple occasions for excess percentage of pesticide in their products. People are more health conscious so they prefer healthy drinks and juices. Ongoing recession in majority of countries. Random Currency fluctuation Political instability and tax policies. Pepsi is competing with major competitors in various segments such as Coca cola in beverage, nestle in water and Kraft foods. Company majority of sales are dependent on few products which is major risk. Entry of new entrants Coca Cola outsells Pepsi in US Market.

Pepsi vs coke

Have been fighting for the supremacy of the global market in refreshments. The market of drinks in the United States is valued more than thirty million dollars annually. The efficacy and strategy of marketing of each company determined at the end to the winner with regard to its sales utilities and loyalty of the consumer. Two products made by two different companies that taste almost exactly, both products involved in a big challenge among them. The Coca Cola Company has developed more products inside its company; these products have helped the company to get higher in the marketing business. This hasn't been so easy for the Coca Cola Company because it has failed many times from all the other competitions.

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Vision & Mission Statement Vision:Our vision is to be the world's best beverage company. Being the best means providing outstanding quality, service, cleanliness and value, so that their every customer is contented and happy with their products. Mission 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. Pepsi's New Marketing Strategy: The Beginning of a Trend? As everyone knows, Pepsi is always trying to get ahead of their rival Coca-Cola, and in the past, it was by way of celebrity endorsements such as with Britney Spears, Pink and Beyonce helping the brand to be able to keep up with its competition. Recently, however, Pepsi is trying a new way to connect with its audience by partnering with popular TV networks (such as NBC) and strategically placing commercials to better relate to their audiences. MARKETING MIX Product Beverage Products - Diet Pepsi, Gatorade Mountain Dew, Thirst Quencher, Tropicana, Aquafina Bottled Water, Sierra Mist. Savory Food Snacks - Fritos Corn chips, Cheetos, Ruffles Potato Chips, Lays Potato Chips, Tostitos, Doritos. Other Food Products - breakfast cereals, cakes and cake mixes. PepsiCo recently created Baked Snacks North America Business Unit to meet consuers interest in more nutritious snacks and foods. Price

Expenses related to transportation, ingredients and labor continue to pressure the beverage industry toward price increases. PepsiCos drink pricing strategies may be heavily influenced by its working relationship with Wal-Mart whose low price themes put pressure on PepsiCo to hold down prices. The company strives to cut or maintain current prices by cutting overhead and reengineering the manufacturing process. PepsiCo is expanding its use of inexpensive and recyclable plastic bottles; nevertheless the company has instituted some price increases in recent years, specifically in its overseas markets such as New Delhi and Duba.

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Place

PepsiCo is primarily a US based company with approximately 52% of its revenues located in the states. PepsiCo is in the midst of making a $1, 000 million investment in China, and a $500 million investment in India. Both initiatives are part of its expansion into international markets and a lessening of its dependence on US sales. In addition the company plans on major capital initiatives in Brazil and Mexico. The company is also acquiring Russias leading Juice Company, Lebedyansky, and V Water located in the United Kingdom.

Promotion PepsiCo instituted a so called Pepsi Stuff promotion whereby customers could accumulate Pepsi Points from buying various products these points could be used to by other products, most recently AmazonMP3.

A recent promotion involving the NY Yankees was not well received when not enough free tickets were made available. In 2008 PepsiCo employed Tiger Woods to promote a Gatorade brand called Gatorade Tiger. PepsiCo continues is promotional association with the NFL and the Super Bowl specifically marketing Pepsi and Doritos. In 2009 Pepsi launched its Pepsi Throwback campaigned offering a drink with the sugar content of its original product.

People

Indra K. Nooyi is the President of PepsiCo in addition to the companys CFO Recently the Board of Directors elected Steven S Reinemund chairman of the board and chief executive officer. PepsiCo fosters a corporate culture that values employees and emphasized diversity in the workplace. PepsiCo is named to the 'Best Companies for Multi Cultural Women' list by Working Mother magazine PepsiCo has won the 'Workplace Excellence' Award at Out & Equal Workplace National Summit PepsiCo is listed in the top 20 'Ideal Employer MBA Ranking' in For

Factors Influencing Consumer Choice:

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When making decisions on products a business must look at factors that influence consumer choice such as psychological factors, Socio cultural factors, Economic factors, and Government Factors. Psychological Factors: such as motivation, perception, lifestyle, personality and self concept, learning, and attitudes influence the consumers behavior towards a product and Coca Cola has addressed this issue by introducing Diet Coke to satisfy different lifestyles. Socio cultural factors: such as culture, subculture, socio-economic status, family and reference groups influence the consumers behavior towards a product. Economic factors: such as Disposable income and discretionary income. Coca Cola has addressed this side of the influence by maintaining a low price on the price of its products. Government Factors: such as new regulations, inflation, interest rates all influence consumer spending and choice.

COMPETITOR PepsiCo's main competitors-Coca-Cola, Dr. Pepper/Snapple, and Kraft-have recently streamlined operations and increased their marketing expenditures in order to be the top processed-food manufacturer. HOW PEPSICO OVERCAME COMPETITION How PepsiCo outgunned Coke: Losing the cola wars was the best thing that ever happened to Pepsiwhile Coke was celebrating, PEPSI took over a much larger market. Pepsi beat Coke in December for the first time in their 108-year rivalry, surpassing its nemesis in market capitalization. The great irony of Pepsi's rise is this: It has never sold more soda than Coke, even today. "Pepsi's been on fire," notes Robert van Brugge, beverage analyst with Sanford 55Bernstein. Over the past five years its stock has risen more than a third, while Coke's has sunk 30 percent. Even ten years ago, it was easy to write offPepsiCo (Research) as the loser in the cola Even wars againstCoke (Research): the proof was everywhere. The company's profits trailed those of its rival in Atlanta by 47 percent. Its value in the stock market was less than half of Coca-Cola's. Coke's CEO at the time, Roberto Goizueta, was so sure of his company's dominance that he practically dismissed Pepsi, telling FORTUNE, "As they've become less relevant, I don't need to look at them very much anymore.

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" PepsiCo turned its cola Waterloo into an opportunity to retrench, regroup, and ultimately outflank its old foe. Losing the cola wars, it turns out, was the best thing that ever happened to Pepsi. It prompted Pepsi's leaders to look outside the confines of their battle with Coke. A decade ago, Coke offered investors a compelling story: a recession-resistant product inexpensive enough that consumers would buy it in good times and bad, but valued enough that they would willingly pay an extra nickel or so above what no-name brands charged. What Coke investors didn't envision was that an emerging preference for other soft beverages --water, sports drinks -- would fracture demand. Nor did they see that the business strengths that once applied to cola would take hold across a broadened soft drink and snack-food market -- a market that Pepsi, and not Coke, dominated. "They were the first to recognize that the consumer was moving to noncarbonated products, and they innovated aggressively," observes Gary Hemphill of Beverage Marketing. PepsiCo embraced bottled water and sports drinks much earlier than its rival. Pepsi's Aquafina is the No. 1 water brand, with Coke's Dasani trailing; in sports drinks, Pepsi's Gatorade owns 80 percent of the market while Coke's Powerade has 15 percent. Throughout the past five years under CEO Steve Reinemund, the company has deftly moved with every shift in consumer tastes. "He's thinking about what the products should look like in the future," says Victor Dzau, a director of PepsiCo.

MARKETING OVERVIEW OF PEPSICO INDIA Marketing Environment: Marketing environment is the overall environment in which a Company operates. This consists of the Task Environment and the Broad Environment. Task Environment Task Environment includes the immediate players involved in producing, distributing and promoting the offering. The main players are the company, suppliers, distributors, dealers and the target customers. Suppliers include the material and service suppliers such as marketing research agencies, advertising agencies, banking and insurance companies, transportation companies, and telecommunications companies. The dealers and distributors include agents, brokers, manufacturer representatives and others who facilitate finding and selling to customers. The suppliers for PepsiCo India include the bottle suppliers for the soft drinks. These include the Pet bottles and the Glass bottles. One of the most vital products required in the operation is Refrigerator. PepsiCo does not manufacture the refrigerators, instead they are supplied by different vendors who get time bound contracts from the company.
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The distributors and dealers are part of the sales and distribution network. This will be explained later under the section of Place, in the 4 Ps segment. The target customer for PepsiCo is primarily the youth. But, because of increasing competition from Coke PepsiCo has expanded its target customer base which now includes people who are prospects for beverages beyond the CSD category. PepsiCo has started targeting this segment by offering products in the Non- CSD category, these include fruit based non-carbonated drinks, juice based drinks, energy drinks, sports drinks, snack food (from the snack food division i.e. Frito Lay). Broad Environment: This contains forces that can have a major impact on the players in the task environment. This includes six components: demographic environment, economic environment, physical environment, technological environment, political legal environment, and socio cultural environment. Companies need to pay close attention to the trends and developments in these environments and make timely adjustments to their marketing strategies in order survive and succeed in the market. This will be explained in detail in the strategic marketing segment. Value Delivery Process: The value delivery process consists of the value creation and delivery sequence. This is done in three phases. The first phase, choosing the value, represents the homework done by the marketing department before the product exists. Marketing is required to segment the market, select the appropriate the target market, and develop the offerings value proposition. This is known as Segmentation, Targeting and Positioning and is the essence of strategic marketing. Once the business unit has chosen the value, the second phase is providing the value. Marketers need to determine specific product features, prices and distribution. The task in the third phase is communicating the value by utilizing the sales force, sales promotion, advertising, and other communication tools to announce and promote the product. Each of these value phases has different cost implications.

Product Quality: This is one of the most important aspects that any Co. needs to address. Specially in the case of Pepsi this is even more important because of the controversies and claims regarding the CSE report on Pesticides in Pepsi. Therefore pepsi has to maintain stringent quality norms and standards and norms. Pepsi does that by following one quality standard worldwide and according to the official website of pepsi, the Co. maintains that : At every level of Pepsi-Cola Company, we take great care to ensure that the highest standards are met in everything we do. In our products, packaging, marketing and advertising, we strive for excellence because our consumers expect and deserve nothing less. We promise to work toward continuous improvement in all areas of our organization
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At every

step of our manufacturing and bottling process, strict quality controls are followed to ensure that Pepsi-Cola products meet the same high standards of quality that consumers have come to expect and value from us. We also follow strict quality control procedures during the manufacturing and filling of our packages. Each bottle and can undergoes a thorough inspection and testing process. Containers are then rinsed and quickly filled through a high-speed, state-ofthe-art process that helps prevent any foreign material from entering the product. Additional quality control measures help to ensure the integrity of Pepsi-Cola products throughout the distribution process, from warehouse to store shelf. BRAND NAME This is the most important thing any Co. in this Business needs to do if it wants to remain and succeed in the Business. Pepsi has successfully done that for so many years. Pepsi has targeted the youth and has invested heavily in advertising and building a brand image (by launching several campaigns and roping in mega stars such as Shahrukh, Sachin, ganguly, Dravid etc.) that attracts to the youth and this is one of the main reason for the success of Pepsi . Packaging and Size : The products are available in packaging and sizes. This is done to facilitate the use according to the requirements of the Customer. Different packaging also affects the usage pattern of the product in various markets. e. g. sale of 2 lt. bottles is high in areas in which middle and high income group customers stay. But the sale of 200 and 300 ml bottles is high in areas where people in the lower income group bracket stay. The sale of 600 ml bottles is high in areas where students etc. stay. Different packaging is also provided for different products like Tetra Packs, Pet Bottles and Glass Bottles (in 200 and 300 ml). Services, Warranties, Returns : There are no warranties and services (post sales) provided for these products but there is provision of returns in case there is any problem with the product, e.g. leak or burst bottle, half filled bottle etc. The pet or plastic bottles are returned the same day and a replacement is provided for the same but in the case of glass bottles the retailer has to collect all the burst bottles and return it to the salesman around 25th of every month to get a replacement. Price: List Price: The Price of each product is fixed and there is no discrepancy. Salesmen are not authorized to make any change, alteration or give discounts unless authorized by the Company.

Discounts: Discounts are provided to Wholesalers and Slums but there is no discount for retailers. The discounts are negotiated directly with the Company and the C&F or the Distributor point is not involved in the price negotiation.
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Allowances: Allowances are given to salesmen on achieving their daily targets. This target is given to every Salesman everyday before he goes on his designated route. The Depot In charge (Sr. C E / C E) gives the target to every salesman in consultation with the TDM. Payment period and Credit terms: No credit is provided. The payment procedure is not flexible as the retailers are required to make on the spot payments. At times, they defer the payment and in that case, the Salesman either shows a shortage or pays the rest of the amount by himself. The wholesalers are also required to make in advance but at times they also defer the payment and make the payment at a later date. Promotion: Sales Promotion: This is the most frequently used form of promotion which is used to increase the sale of the selected product. These promotions are used from time to time depending upon the sale of the products. If the sale of any particular product declines or shows a declining trend then a suitable Sales Promotion Campaign is launched to increase the sale of that product. Advertising: Advertising is done by PepsiCo. COBO (Company owned Bottling Operations) and FOBO (Franchisee owned Bottling Operations) have no say in the advertising campaigns and their planning. The advertising account of Pepsi is handled by JWT (J Walter Thomson) in association with the Corporate office of PepsiCo India. Sales Force: There is a dedicated sales force at every C&F and Distributor point. Every Salesman is assigned a specific route that he has to cover every day. The Salesman has to take care of all the Shops on the designated route and address and inform (to the Sr. CE / CE) about any issue any retailer has on the route. The Salesmen are also assigned the task of providing all the information to the retailers regarding the daily schemes and the details of all the promotion schemes launched from time to time. These include informing the retailer about the promotional scheme, registration for the scheme, terms and conditions of the scheme etc. The Salesman is also assigned the task of registering maximum possible outlets on his assigned route.

Public Relations: This is one important aspects related to the success of PepsiCo in India. Pepsi believes in maintaining good and healthy relations with all its Channel partners and every other person in the value chain. This has helped Pepsi in maintaining an extremely competitive position in the market in spite of the continuous onslaught from Coca Cola.
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Place: Channels: Channels are independent organizations involved in the process of making a product or service available for use or consumption. There are different intermediaries in channels that facilitate the availability of goods to the consumer Communicating with the Customer: Marketing Communication is the means by which firms attempt to inform, pursued and remind consumers directly and indirectly about the products and brands they sell. Marketing Communication is the central instrument of making brand equity. Marketing Communication consists of six major modes of communications called the marketing communication mix. Advertising. Sales promotion. Events and Experiences. Public Relations and Publicity. Direct Marketing. Personal Selling. Although PepsiCo uses all the modes in some form or the other, but this study will examine various aspects of communication with the internal customers

Sustainable Competitive Advantage: Competitive advantage is a companys ability to perform in one or more ways that its competitors cannot or will not match.
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When a company is able to maintain that advantage a long period of time that gives it an edge over its competitors then, this advantage is termed as sustainable competitive advantage. Any competitive advantage must be seen by customers as a customer advantage. Then only that competitive advantage can be transformed into a sustainable competitive advantage.

.Bargaining

power of buyers:

The level of bargaining power differs among groups of buyers. The bottlers, retailers and distributors have significantly greater bargaining power than the end consumer does. Large retailer such as Reliance, Big Bazaar, Subhiksha are able to extract profits from the Company through incentives such as volume-based purchases, promotions and displays. This is particularly true for pet bottles. But, this can also be harmful for the retailers and they losing customers if they refuse to stock a particular brand. The bargaining power of the consumer is low. They are a fragmented group and no one individuals purchase accounts for a significant portion of manufacturers profit. Although the presence of substitutes does serve to increase buyer power for consumers, but a high degree of brand loyalty mitigates this loyalty. In short, we can say that the end consumer has medium bargaining power.

Bargaining power of suppliers: There are very few suppliers for the entire soft drink industry. The end product is comprised of few ingredients, which are largely commodities.

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In addition, it is safe to assume that Pepsi accounts for a large percentage of the suppliers total revenues. Thus, it is important for the suppliers to contain whatever bargaining power they have. The overall bargaining power of the suppliers is considered low

Threat of Substitutes:

There are many substitutes to sweetened carbonated beverages. Specially in India there are several substitutes that pose a threat to PepsiCo. They are bottled water, juices, energy drinks, tea, coffee, energy drinks and CSD from its main competitor Coca Cola India. The challenge lies in increasing brand loyalty within these substitute markets, because the substitute products are, for the most part, contained with each manufacturers product portfolio. In India the local beverages like tea and nimbu paani pose a threat to some extent to the established players. Therefore the threat of substitutes is very high specially because of negligible switching costs. There is intense rivalry between Coke and Pepsi.

This rivalry leads to a downward pressure on prices and significant investment in advertising in an attempt to build and maintain brand loyalty. Thus, Coke and Pepsi fight heatedly over prices, suppliers, spokespeople, retail space and ore importantly, the taste buds of consumers. To do a complete analysis of the overall environment is not possible due to the huge sample size of the population therefore before presenting my findings I would like to remind the reader the limitations or constraints under which the survey was done.

This survey may not be fruitful for the entire population of internal partners of PepsiCo but it will surely be useful for the particular regions mainly Trans-Yamuna and EastDelhi.

SEGMENTATION,TARGETING AND POSITIONING

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SEGMENTATION, TAGRETING &POSITIONING Based upon the demographic &psychographic needs AGE 3) GENDER TASTE & PREFERENCES Targeting the market of the urban & rural India Positioning & trying to create an image or identity in the minds of their target market for its product or brand. COKE

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Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). 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 produces concentrate, which is then sold to 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 to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single CocaCola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributor.The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.

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COKE BRANDS

COKE FANTA MANGOLA THUMS-UP SPRITE DIET COKE COKE CLASSIC

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DIET COKE:Diet Coke (also known as Diet Coca-Cola, Coca-Cola light or Coke Light) is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was introduced in the United States on August 9, 1982[1] as the first new brand since 1886 to use the Coca-Cola trademark. The product quickly overtook the soft drink Tab in sales. Diet Coke was sweetened with aspartame after the sweetener became available in the United States in 1983;[2] to save money, this was originally in a blend with saccharin. Diet Coke does not use a modified form of the Coca-Cola recipe, but instead an entirely different formula. The controversial New Coke, introduced in 1985, used a version of the Diet Coke recipe that contained high fructose corn syrup and had a slightly different balance of ingredients. In 2004, Coca-Cola introduced Coca-Cola C2, which it claims tastes much closer to Coca-Cola but contains half the carbohydrates. In 2005, the company introduced Coca-Cola Zero, a sugarfree variation of regular Coca-Cola.

FANTA

Fanta is a global brand of fruit-flavored carbonated soft drinks from the Coca-Cola Company. There are over 90 flavours worldwide. The drink market debut was in 1941.

Fanta originated when ingredients for the production of Coca-Cola became difficult to obtain in the company's Germany plant during the build up to World War II. As a result, Max Keith, the man in charge of Coca-Cola's operations in Germany during the Second World War, decided to create a new product for the German market, using only ingredients available in Germany at the time, including whey and pomace the "leftovers of leftovers", as Keith later recalled. The name
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was the result of a brief brainstorming session, which started with Keith exhorting his team to "use their imagination" ("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted "Fanta!.

SPRITE

Sprite is a transparent, lemon-lime flavored, caffeine free soft drink, produced by the Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It comes in a primarily silver, green, and blue can or a green translucent bottle with a primarily green and blue label. In 1978, Sprite became the market leader position in the lemon soda category.

SWOT ANALYSIS

Strengths The Coca Cola sells beverages in around 200 countries. Coca Cola have number of variants.
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 It Have brand awareness in the world. Coca Cola Logo is very famous among the people Strong marketing and advertising Coca Cola was the first commercial sponsor of Olympic Games and it has been sponsoring the FIFA and cricket world cup events. Coca Cola has been featured in movies such as The Coca Cola Kid; God must be crazy and others. People like the taste and quality of Coca Cola around the world.

Weaknesses Customers are not being able to differentiate among few brands such as Coca Cola Zero and Diet. It high relies on Coca Cola drink only. Most of the beverages supply is restricted to few countries. Lack of innovation.

Opportunities Innovation Overtake competitors Launch healthy drinks Increase mineral water sales
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 Increase Awareness programs Launch other coca cola variants in the untapped countries.

Threats Intense competition from Pepsi New entrants are gaining market share. Decrease in Coca Cola brand value in last few years. It has some negative health effect. Ongoing recession Economy instability in third world countries

Mission, Vision & Values To Refresh the World...in body, mind, an spirit. To Create Value and Make a Difference...everywhere we engage. People: Being a great place to work where people are inspired to be the best they can be. Leadership: The courage to shape a better future Passion: Committed in heart and mind Integrity: Be real.
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Factors Influencing Consumer Choice: When making decisions on products a business must look at factors that influence consumer choice such as psychological factors, Socio cultural factors, Economic factors, and Government Factors. Psychological Factors:
Such as motivation, perception, lifestyle, personality and self concept, learning, and

attitudes influence the consumers behavior towards a product and Coca Cola has addressed this issue by introducing Diet Coke to satisfy different lifestyles.

Socio cultural factors:

Such as culture, subculture, socio-economic status, family and reference groups influence

the consumers behavior towards a product.

Economic factors:
Such as Disposable income and discretionary income. Coca Cola has addressed this side

of the influence by maintaining a low price on the price of its products.

Government Factors:
Such as new regulations, inflation, interest rates all influence consumer spending and

choice

Marketing mix Product: Many Products are physical objects that you can own and take home. But the word product means much more than just physical goods. In marketing product also refers to services, such as holidays or a movie, where you enjoythe benefits without owning the result of the service.
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 Businesses must think about products on three different levels, which are the core

product, theactual product, and the augmented product.

The core productis what the consumer is actually buying and the benefits it gives. Coca

Cola customers are buying a wide range of soft drinks.

The actual product is theparts and features, which deliver the core product. Consumers

will buy the coke product because of the high standards and high quality of the Coca Cola products.
The augmented product is the extra consumer benefits and services provided to

customers.
Since soft drinks are a consumable good, the augmented level is very limited. But Coca Cola do offer a help line and complaint phone service for customers who are

not satisfied with the product or wish to give feedback on the products. Promotion:

In todays competitive environment, having the right product at the right place in the right place at the right time may still not be enough to be successful. Effective communication with the target market is essential for the success of the product and business. Promotion is the p of the marketing mix designed to inform the marketplace about who you are, how good your product is, and where they can buy it. Promotion is also used to persuade the customers to trya new product, or buy more of an old product.

The promotional mix is the combination of personal selling, advertising, sales promotion, and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media: Advertising through common media such as television, radio, transport, and billboards and in newspapers and magazines.

Because most of the target is most likely to be exposed to media such as television, radio, and magazines, Coca Cola has used this as the main form of promotion for extensive range of products.

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Although advertising is usually very expensive, it is the most effective way of reminding and exposing potential customers to Coca Cola Products. Coca Cola also utilizes below the line promotions such as contests, coupons, and free samples

Positioning:

Once a business has decided which segments of the market it will compete in, developed a clear picture of its target market and defined its product, the positioning strategy can be developed. Positioning is the process of creating, the image the product holds in the mind of consumers, relative to competing products.

Coca Cola plan to further create positions that will give their products the greatest advantage in their target markets. Coca Cola has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market. Most people create an image of a product by comparing it to another product, thus evident through the famous battles between Coca-Cola and Pepsi products.

Price:
Price is a very important part of the marketing mix as it can affect both the supply and

demand for Coca Cola. The price of Coca Colas products is one of the most important factors in a customers decision to buy. Price will often be the difference that will push a customer to buy our product over another, as long as most things are fairly similar. For this reason pricing policies need to be designed with consumers and external influences in mind, in order toeffectively achieve a stable balance between sales and covering the production costs. Coca Cola Marketing Strategy

The Coca-Cola Company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world.
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The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the companys flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Colas latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Dominos Pizza. Coca-Cola is also testing a new plastic cup in the famous Coca-Cola

COMPETITOR

The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda.

Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India.

Coca-Cola vs Pepsi

VS

Coca-Cola and Pepsi are the two most popular and widely recognized beverage brands in the world. Within their lineup of beverages, Pepsi-Cola and Coca-Cola Classic are the predominant carbonated cola beverages.
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Taste Coca-Cola is the original cola, while there isn't a huge difference in taste, Pepsi mirrored their cola after Coke's, being just different enough in taste to not actually be the same drink. Sweetness Coca-Cola tastes less sweet and tastes like lucozade and hutki. This is due to the addition of the artificial sweeteners to Pepsi. Carbonation Coca-Cola has more carbonation than Pepsi depending on what region you are in. It was said that depending on where each one was made the amount of carbonation in them will be different therefore proving that neither Coca-Cola nor Pepsi have more carbonation than one another.

Brand War Both drinks are no longer seen as a beverage but mainly as a brand. Both companies commit heavily to sponsoring outdoor music festivals and even charitable projects in third world countries. Coca-Cola also is an official sponsor of the FIFA World Cup. The FIFA also supports Pepsi. The BCG Matrix BCG Matrix i.e. Growth-Share Matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis. Created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is usedas an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.

The BCG Matrix

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STARS :- High growth business competing in market where they are relatively strong compared with the competition. They have a high point shares and are the ideal businesses. CASH :- Low-growth business with a relatively high point shares. These businesses were stars but now have lost their attractiveness. QUESTION MARK :- Businesses with low point share but which may have a high growth rate. This suggests that they have potential but may require huge ever, a competing force extraordinary effort in order to grow point share. DOGS :- Businesses that have low relative share and low expected growth rate. Dogs may generate enough points to sustain but they are rarely, if ever, a competing force

BCG-MATRIX FOR THE PRODUCT LINE OF COCO-COLA

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 STARS
HIGH GROWTH, HIGH MARKET SHARE

CASH COWS

LOW GROWTH, HIGH MARKET SHARE

DOGS LOW GROWTH, LOW MARKET SHARE

QUESTIONMARKS

HIGH GROWTH , LOW MARKET SHARE

BCG-MATRIX FOR THE PRODUCT LINE OF PEPSICO

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 STARS
HIGH GROWTH, HIGH MARKET SHARE

CASH COWS

LOW GROWTH, HIGH MARKET SHARE

DOGS LOW GROWTH, LOW MARKET SHARE

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 QUESTIONMARKS

HIGH GROWTH , LOW MARKET SHARE

5 .ANALYSIS OF THE STUDY LIKING FOR THE COLD DRINKS Liking for the cold drinks Number of respondents Yes No

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50 45 40 35 30 25 20 15 10 5 0 3rd Qtr
y es no

Age groups Number of respondents

0-10 7

10-20 21

20-30 16

Above 30 6

Observations and Findings: A total sample space of 50 respondents was interviewed and the above graph reveals the facts. The method of random and stratified sampling was considered. 7respondents from the age group of 15-20 years were interviewed. 21 respondents were interviewed from the age groups 21-35 years, 16 respondents were interviewed from the age groups 36-45 and respectively and the final group comprised of 6 respondents from age group 45.These candidates was interviewed near colleges and shopping malls.
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REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS All the consumers why they continue to buy the old brand gave various important reasons. The most reasons given by the consumer were: Taste/ flavor Brand Image Quality Packaging

MARKETING APPROACH Both Coca-Cola and Pepsi try to market as part of a life-style. Coca-Cola uses phrases such as "Coke side of life" in their website, while Pepsi uses phrases such as "Hot stuff" in their website, , to promote the idea that Pepsi is "in sync" with the cool side of life.Pepsi tries to reach out to the younger generation by appealing to pop culture. If you visit their website you will be greeted with flashy pages containing pop music, cars, and fashion.Coca-Cola's website also has links for music and sports, two arenas in which soda-pop is often consumed; however, Coca-Cola's is less flashy and uses a classical appeal, most likely because of Coca-Cola's long history as the standard for cola beverages. CONSUMER RESEARCH Consumer research deals with consumer and their problems and solution to the problems. In his I come to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, color, and quantity etc of their favorite cold drink.
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PRICING RESEARCH This includes ability to consume, to pay for the product, how much a person can spend on his/her favorite cold drink. In this I have tried to find out consumers price and expectations and reactions.

ADVERTISING RESEARCH Under this I have concluded that whether the advertisement appeals the consumer or not.This also includes evaluating and selecting the proper media and measuring advertising the effectivenss.

RECOMMENDATIONS

FOR PEPSI

Customer is the king, delight the customer definitely pepsi considered are:

is

running on this pattern but there are some areas which are to be

The major concern of pepsi is that it is losing its market share it is not always dar u have sumthing wrong but sometimes your competitor does the work too well that you cant do
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anything.as the other foreign competitors are entering into the indian market pepsi has to become more concious about their brand loyalist.

FOR COKE They must spend considreable amount on their r&d department to improve their taste and quality of the existing product lineand must introduce new products in the market and must increase their product line.market share as coke is one of the best market share of the colddrink market, what they can spend more money on advertising.

Their product line and their advertisement should be made considering all age groups an income groups.coke company should concenyrate on its packing as people are atlest satisfied with their packing.

CONCLUSION A survey of the people has been conducted to know the liking pattern of the products Pepsi and Coke. It is observed that overall people like to drink Pepsi rather than Coke.
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Pepsi is the market leader with 70% share of the total cold drinks companies. Coke is emerging as a big player with currently 30% market share. It is concluded that mostly people preferred Pepsi due to its flavor/taste, quality and image and due to its hard from. Some people often like to have cold drink with different flavor, quality. It is concluded from the facts collected that mostly people refer to buy medium bottle of cold drink and sometimes big bottles.

Questionnaire : 1.Name: 2.Age : 15-20 21-35 36-45 45 and above 3.Gender: M/F 4.Occ upation: Professional Businessman Service Student Any other 5.Do you drink Soft Drinks?Yes/ No
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6.If yes, which Soft Drinks? Coke/Pepsi 7.Carbonated Drinks / Fruit Drinks 8.Which cola drink do you prefer most? Coke Pepsi 7up Sprite Fanta Mazza Thumsup 9.Which packages do u prefermost ? Pet bottle Glass bottle 10.About Cold drink what do you like the most?(PLEASE RATE THEM from 1-6) Brand name Taste Easy availability Packaging Price Brand ambassador Any other (please specify) 11.Have you seen any advertisement of ANY Cola drinks? Yes No 12.Advertisement of which Cola drinks do you remembers the most? Coke Pepsi 7up Sprite Fanta Mazza Thumsup 13.What attracted you in the advertisement?( PLEASE RATE THEM from 1-3) Creativity Brand ambassador Idea of delivering the message Frequency of add Logical reason 14.Have you decided to purchase any connection after watching the advertisement? Yes No 15.What is your opinion of the brand? o Excellent o Good o Fair o Poor 16.What is your monthly consumption? 17.Would you visit another store X, if you do not find it at your store? 18.Any suggestions

BIBLIOGRAPHY www.google.com www.pepesico.com www.cocacola.com www.scribd.com

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