PROJECT REPORT ON SOFT DRINK

MARKET IN INDIA
BY RISHI KUMAR SRIVASTAVA
SECTION B
ENROLLMENT: 08BS0002456

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This project concisely describes the various marketing strategies being adopted by
the soft drink industry especially Coke and Pepsi.Soft drink industry throughout
the world is dynamic and this is espoused by the fact that each and every industry
is competing in order to gain as much market share as possible.
The comparison between the two soft drink giants Coke and Pepsi is done by
virtue of ‘Differential competitor advantage analysis’ and ‘ Expected future
strategies’. Let us see as to how these giants are performing in this insidious
globalization.
COMPETITOR CAPABILITIES MATRIX FOR SOFT DRINK INDUSTRY

In the table below, two soft drink industries are taken and critical analysis is done
between them. To analyze competitor capabilities information is divided into five
categories considering its ability to conceive, market and produce and players are
rated accordingly. This comparison forms basis for differential competitor
advantage analysis.

COKE PEPSI
FEATURES:
Bar weight 10 FL OZ ( 300ml) 10 FL OZ ( 300ml)
Calories 121.25 150
Carbohydrates (gm) 33.75 34.5
Flavors (numbers) 2 2
Price/bottle Rs 10 Rs 10
PRODUCT All foods and beverage We offer beverages that
can fit into healthy resorts to the customer’s
CLAIMS balanced diet when expectations and make it
consumed in appropriate more enjoyable for them
proportion. to lead healthier lives.

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TARGET Children, adults, younger People from younger
generation and sports generation, sports
CONSUMER personality and celebrities personalities and
celebrities
DISTRIBUTION Grocery stores, retail Grocery stores, retail
stores, shops etc. malls, shops etc.
BRAND Sweetened carbonated Sweetened carbonated
drink drink.
POSITIONING

DIFFERENTIAL COMPETITOR ANALYSIS

COKE PEPSI
PARENT COMPANY Coca Cola Company Pepsi Co
DEAL AMOUNT Not disclosed Not disclosed
TOTAL SALES 450 million ( globally) 324.58 million (globally)
PRODUCTS Coca Cola , Diet Coke Pepsi, Diet Pepsi
MANAGEMENT Atul Singh (CEO) Indra K Nooyi (CEO)
LATEST PRODUCT None None
DISTRIBUTION Through retail malls, grocery Through retail malls, grocery
shops , organized and shops, organized and unor
unorganized retails
SPONSORSHIP Various events such as cricket Sports events, trade
matches, movies, trade faires, faires,college fests etc.
college fests etc.
PRODUCTION Company produces syrup Contains carbonated
concentrate which it sells to water,high fructose corn
bottlers through out the world syrup,sugar, colorings,
phosphoric acid, caffeine,
citric acid and natural flavours

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FOUNDER Originated in 1886 in US by
Dr.John S Pemberton
EMPLOYMENT 6000
MARKET SHARE 42.7%
BRAND Aamir Khan, Hritik Roshan
AMBASSADOR
NUMBER OF 26( company owned), 14
BOTTLING PLANTS (franchise owned)
CURRENT AND FUTURE STRATEGIES
COKE
OBJECTIVES To refresh the world.
To inspire moments of
optimism and happiness.
To create value and make a
difference.
CURRENT Product innovation and huge
STRATEGIES spending on advertisement,
cross training of mangers.
FUTURE STRATEGIES Extensive spending on market
research in order to determine
the tastes and preferrances of
the customers, CSR, product
innovation, adoption of green
revolution, product line
extensions.
SOFT DRINK
Originated in North Carolilna
by a young pharmacicist New
Bern
4500
30.8%
Shah Rukh Khan, Sachin
Tendulkar, Mahendra Singh
Dhoni
15( company owned), 28(
franchise owned)
PEPSI
To be the world’s premier
consumer products company
focused on convenient foods
and beverages.
More risk taking ability, rapid
action with respect to
changing market condition,
finding new oppurtunities for
new market.
Product line extensions,CSR,
Brand extensions, product
innovations, sound R&D
department to develop
products as per the tastes and
preferrances of the customers.
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