EXECUTIVE SUMMARY

This project is an extensive research on the marketing strategies of the two Cola giants Pepsi and Coca Cola. It covers an extensive survey and depict all graphs, fact and figures of two companies. It begins with the introduction of soft drink industry and introduction of these two companies of soft drink industry. It covers some of the major strategies adopted by Pepsi and Coca-Cola like their pricing policy, sales promotion and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4Ps of marketing. The major players in the soft drink industry in India are Coke and Pepsi. Pepsi holds the major market share followed by Coke. They have a cut throat competition between themselves. Whatever strategy is followed by one company, it is copied by the other.

INTRODUCTION
In the modern urban culture consumption of soft drinks particularly among younger generation has become very popular. Soft drinks in various flavors and tastes are widely patronized by urbane population at various occasions like dinner parties, marriages, social get together, birthday calibration etc. children of all ages and groups are especially attracted by the mere mention of the word soft drinks. With the growing popularity of soft drinks, the technology of its production, preservation, transportation and or marketing in the recent years has witnessed phenomenal changes. The so-called competition for this product in the market is from different other brands. Mass media, particularly the emergence of television, has contribute to a large extent of the ever growing demand for soft drinks the attractive jingles and sport make the large audience remember this product at all times. It is expected that with the sort of mass advertising, reaching almost the entire country and offering various varieties annual demand for the product is expected to rise sharply in the times to come. In any marketing situation, the behavioral / environmental variables relating to consumers, competition and environment are constantly influx. The competitors in a given industry may be making many tactical maneuvers in market all the time. The may introduce or initiate an aggressive promotion campaign or announce a price reduction. The marketing man of the firm has to meet all these maneuver and care of competitive position of his firm and his brand in the market. The only route open to him for achieving this is the manipulation of his marketing tactics. In todays highly competitive market place, three players have dominated the industry; The New York based Pepsi Company Inc. The Atlanta based coca- cola and U.K. based Cadbury Schweppes. Through the globe, these major players have been battling it out for a bigger chunk of the ever growing soft drink market. Now this battle has been evolved up to India too with the arrival of these three giants.

SOFT DRINK INDUSTRY OVERVIEW

The success of soft drink industry depends upon 4 major factors viz. Availability Visibility Cooling Range

AVAILABILITY Availability means the presence of a particular brand at any outlet. If a product is now available at any outlet and the competitor brand is available, the consumer will go for the at because generally the consumption of any soft drink is an impulse decision and not predetermined one.

VISIBILITY Visibility is the presence felt, if any outlet has a particular brand of soft drink say- Pepsi cola and this brand is not displayed in the outlet, then its availability is of no use. The soft drink must be shown off properly and attractively so as to catch the attention of the consumer immediately Pepsi achieves visibility by providing glow signboards, hoarding, calendars etc. to the outlets. It also includes various stands to display Pepsi and other flavours of the company.

COOLING As the soft drinks are consumed chilled so cooling them plays a vital role in boosting up the sales. The brand, which is available chilled, gets more sale then the one which is not, even if it is more preferred one.

RANGE This is the last but not the least factor, which affects the sale of the products of a particular company. Range availability means the availability of all flavors in all sizes.

COMPANY PROFILE-PepsiCo Inc.

PepsiCo is one the largest companies in the U.S. It figures amongst the largest 15 companies worldwide according to the number of employees hired. Its has a U.S. Fortune rank of 50.The company profits for 1997 were $2.14 billion on revenues of $20.92 billion and Pepsi is bottled in nearly 190 countries. PepsiCo is a world leader in the food chain business. It consists of many companies amongst which the prominent once are Pepsi-Cola, Frito-Lay and Pepsi Food International. The group is presently into two of the most profitable and profitable and growing industries namely, beverages and snack foods. It has scores of big brands available in nearly 150 countries across the globe. The group has established for itself once of the strongest brands in various segments of its operations. The beverages segment primarily markets its Pepsi, Diet Pepsi, Mountain Dew and other brands worldwide and 7-UP outside the U.S. markets. These are positioned in close competition with Coca-Cola Inc. of USA. A point which is worth a mention is that CocaCola gets 80% of its profits for International operations while the same figure for

PepsiCo stands at 6%. The segment is also in the bottling plants and distribution facilities and also distributes the ready to drink tea products of Lipton in North America. In a joint venture with orient spray juice products PepsiCo also manufactures and distributes fruit juices. The snack food division manufactures and distributes and markets chips and other snacks worldwide. The international operations of this segment extends to the markets of Mexico, the UK and Canada. Frito-Lay represents this segment of PepsiCo. The restaurant segment earlier primarily consists of the operations of the worldwide Pizza Hut, Taco Bell and KFC chains. PFS. Pepsi Cos restaurant distribution operation, supplies company owned and franchise restaurants in the U.S. The company ventured into restaurant business with Taco Bell, KFC, Pizza Hut ended last year when they were spinned off from the company. A packaged goods company comprised of Pepsi-Cola Company and Frito-Lay will continue to bear the PepsiCo name. The move should enhance both corporations ability to prosper with their own fully dedicated structure and management team.

PEPSIS MARKETING STRATEGIES

Pepsis approach is radically different from that of Coke, Pepsi has gone in for concentration segmentation. Pepsi has targeted the youth segment instead of trying to be something to all segments. Pepsi has since the beginning strove to achieve its international position as `a drink for the new generation in India. Helped by HTAs forceful visuals and creative, Pepsi has been successful in positioning itself for the younger generation.

SELLING PROCESS Pepsi has a very well managed selling system. It takes as lot of care to ensure that the products (Pepsi bottles) are available to the consumers. Pepsi soft drinks are produced in our plants and crates are supplier to shopkeepers directly. Gorakhpur has been divided around 75 routes which are called direct routes. For every route there is a Routs Agent. Route Agent moves with the company owned truck and ensure that maximum shops are covered each day, so that regular supply of Pepsi soft drinks is made. Routs agents take the order from the shopkeepers and then with the help of loaders they give the required number of crates to the Crates from the outlet and then they move for the next outlet. Our plants also have some agency in each routs. They supply in the areas where Pepsis trucks are not able to reach. These areas are called indirect-routes.

MICHAEL PORTER MODEL FOR PEPSI

POTENTIAL BUYERS

ENTRANTS

INDUSTRY COMPETITORS

SUPPLIERS

SUSTITUTES

All the three soft drink giants i.e. Pepsi, Coke, Cadbury Schweppes are already here. No other company plans to enter this capital-intensive industry at the moment. The investment in this industry is more than Rs.100 per crate. This leaves no scope for small players who cannot match the might of these three multinational giants. Thus at the moment there are no potential entrants.

SUPPLIERS: bottling is done either by franchises or by company owned bottling plants. There are 18 franchisee and 13 companies owned bottling plants. The empty glass bottles and shells are sourced from local manufacturers. The ingredients for the concentrate are sourced and manufactured locally. There is abundant supply of water and sugar. Thus on the suppliers side Pepsi does not have a problem. Presently the cans are imported and filled locally near Pune in Maharashtra. Seeing the potential, various local manufacturers are setting up plants for manufacturing cans in India. Soon this problem will also be resolved.

BUYERS : The following are the various market segments 1. 2. 3. 4. 5. 6. On-premise market. Home market. At work market. Youth market. Special events market. High visibility market.

SUBSTITUTES : Any drink, which quenches thirst, is a substitute. Thus this industry is highly competitive as even water is substitute and almost a dozen products are launched every year. Recently Dabar India Ltd. has launched Real - fruit juices priced at Rs.30 for a 500-ml.-tetra pack and the makers of Frooti have launched Jolly Jelly. But nowadays, people prefer carbonated drinks because of the taste, fizz and the fun element attached with it.

COMPETITION: - The other two major players in this industry are Coca Cola and Cadbury Schweppes. The real competition is between Pepsi and Coke. Presence of competition will ensure expansion of the market by collective efforts, which is growing at a rate of 25% annually. There is tremendous potential considering the per capita consumption of India, which is a measly 0.6 liters as compared to US where it is 83.5 liters. Presently Pepsi has stolen a march over its rival because of its marketing efforts.

RESEARCH METHODOLOGY
METHODOLOGY Research is a common language refers to a search of knowledge. Research is scientific & systematic search for pertinent information on a specific topic, infect research is an art of scientific investigation. Research Methodology is a scientific way to solve research problem. It may be understood as a science of studying how research is dont scientifically. In it we study various steps that are generally adopted by researchers in studying their research problem. It is necessary for researchers to know not only know research method techniques but also technology.

The scope of Research Methodology is wider than that of research methods. The research problem consists of series of closely related activities. At times, the first step determines the native of the last step to be undertaken. Why a research has been defined, what data has been collected and what a particular methods have been adopted and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. The project is a study where focus is on the following points:

COKE COMES TO INDIA

Coca-Cola come to India with fanfare in the fifties. For a number of days, The Hindustan Times and other newspapers of New Gorakhpur carried full page advertisement showing a big boy in uniform with a soft-drink crown as the cap. There was no indication of the product. After a few days, Coke was introduced. It was an entirely new drink which fascinated people. It soon became the national drink. For the first time, a soft-drink was available from one corner of the country to another. The person who brought Coca-Cola to India was the father of late Sardar Charanjit Singh, Sardar Mohan Singh. A practical man Mohan Singh realised that to popularise Coca-Cola, and make it a best seller it was necessary to catch them young. So he focused on youngsters in the society. The company realised that to become a mass consumption product, one has to go to the village. They gave much importance to the distributive network. The company trucks supplied coke to even the remotest village. Few products appears to be more similar than soft drinks, yet the Cola wars that mark the competition between Coke and Pepsi show how even organizations with highly similar product can be differentiated by their business strategies. Then came battles over the issue of bottle size standardization. Coke the arch rival tried to offering more Cola at a lower price. Pepsi which had some of its early investment tied up in 250ml bottles, went the fountain way. The General bottle size freed has settled at 300 ml. , 100 ml more than the pre MNC standard. Fountain mix dispensers, carry home bottles, even 1.50 plastic bottle with caps good enough to keep them lying down and still preserve the fizz. It poured in vast sums to whip up its visibility at the retail level, so that consumers were greeted virtually at every street corner by Pepsis blue, red and white colors, because they have perception the thing on display sells more.. Coca-Cola is, finally, redoing the real thing to the replicate the success that its arch-rival, PepsiCo., has achieved with its fast and furious marketing. But to win them, Coke is copying Pepsi .

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MARKETING STATEGIES OF COKE

a)

PRODUCT Coke was launched in India in Agra, October 24, in '93', soon after its traditional

all Indian launch of its Cola. at the sparking new bottling plants at Hathra, near Agra. Coke was back with a bang after its exit in 1977.Coke was planning to launch in next summer the orange drink, Fanta-with the clear lemon drink, sprite, following later in the year. Coke already owns more brands than it will over need, since it has bought out Ramesh Chauhan. Coke just needs to juggle these brands around dextrously to meet its objectives, to ensure that Pepsi does not gain market share in t Today, Coke's product line includes, Coca-Cola, Thums Up, Fanta, Gold Spot, Maaza, Citra, Sprite, Bisleri Club Soda and Diet Coke. PACKAGING Coca-Cola India Limited (CCIL) has bottled its Cola drink in different sizes and different packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml. Cans, 500 ml. Bottle fountain Pepsi, and bottles of 1 and 2 ltr. PRODUCT POSITIONING One important thing must be noticed that Thums Up is a strong brand in western and southern.India, while Coca Cola is strong in Northern and Eastern India. With volumes of Thums Up being low in the capital, there are likely chances of Coca Cola slashing the prices of Thums Up to Rs. 5 and continue to sell Coca Cola at the same rate.

Analysts feel that this strategy may help Coke since it has 2 Cola brands in comparison to Pepsi which has just one. Thums Up accounts for 40% of Coca Cola company's turn over, followed by Coca Cola which has a 23% share and Limca which accounts for 17% of the turn over of the company. (Thums up being the local drink, its share in the market is intact, forcing the company to service the brand, as it did last year Mr. Donald short CEO, Coca Cola India, said that, " we will be absolutely comfortable if Thums Up is No.

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1 brand for us in India in the year 2000. We will sell whatever consumers wants us to". Coca Cola India has positioned Thums up as a beverage associated with adventure because of its strong taste and also making it compete with Pepsi as even Pepsi is associated with adventure, youth. b) PRICE The price being fixed by industry, leaving very little role for the players to play in the setting of the price, in turn making it difficult for competitors to compete on the basis of price. The fixed cost structure in Carbonated Soft Drinks Industry, and the intense competition make it very difficult to change or alter the prices. The various costs incurred by the individual company's are almost unavoidable. These being the costs of concentrates, standard bottling operations, distributor and bottlers commissions, distribution expenses and the promotional and advertising expenditure (As far as Coke is concerned, it had to incur a little more than Pepsi as Pepsi paved its way to India in 1989 while Coke made a come back in 1993.) Currently a 300 ml. Coke bottle is available for Rs. 6 to8 The 330 can was initially available for Rs. 13 and now, since the price has gave up to Rs. 18 per can. The prices of 500 ml., 1 ltr. and 2ltr being Rs. 15 Rs. 23 and Rs. 40 respectively( according to the current survey). Dating back to 93', when Pepsi hiked the price of Pepsi - Cola from Rs. 5 to Rs. 6 per 250 ml. bottle in some parts of the countryincluding Agra. Coke penetrated the market with price of Rs. 5 for a 300 ml. bottle, making it cheaper by Rs. 1 and 50 ml. than Pepsi. Coke's strategy at that time being able to expand the availability of soft drinks even in rural India. Coke's priority being to first increase the number of drinks per drinker, and then the number of drinkers itself. Pepsi also tried this but was trapped by a series of competitive price increase and changes in bottle sizes by Parle. But the prices of soft drinks have shot up since Pepsi's arrival and the current prices are being mentioned as under.

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Price list Name Coke Per Bottle Coke Coke Coke Diet Coke (Can) Coke (Can) Bottle Size 200 ml 300 ml 500 ml (Plastic / Glass) 2 litre 330 ml Can 330 ml Can MRP (in Rs.) 15 8 15 35 18 18

However, the trends may have been in the early '90's, now the prices of Pepsi and Coke are the same making it difficult in future and present to compete on the basis of price. c) PLACE Coke may have gained an early advantage over Pepsi since it took over Parle in 1994. Hence, it had ready access to over 2,00,000 retailer outlets and 60 bottlers. Coke was had a better distribution network, owing to the wide network of Parle drinks all over India. Coke has further expanded its distribution network. Coke and its product were available in over 2,50,000 outlets (in contrast with Pepsi's 2,00,000). Coke has a greater advantage in terms of geographical coverage.

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But Coke has had problems with its bottlers as the required profits for the bottlers have not been forthcoming. This is more so because Coke has hiked the price of its

concentrate by Rs. 8 Further, Coke's operations in India are 100% FOBOs. Now, it plans to convert then into COBOs. This is straining the relationship between the Coke and its bottlers. The company had decided to create a fund to reimburse performing bottlers for the extra costs incurred on account of the hike in prices of soft drink concentrates. Mr. Short also realized that India is a price sensitive market and the company would have to absorb in the increase in excise duty and said that in the long run Coke will have to slash prices for the benefit of the consumers and said that they were considering a cut in the prices of their fountain soft drinks. Coke and Pepsi have devised strategies to get rid of middlemen in the distribution network. However, 50% of the industry unfortunately depends on these middlemen. As of now, around 100 agents are present in Gorakhpur. Bottlers of the 2 multinationals have strongly felt the need to remove these middlemen from the distribution system, but very little success has been achieved in doing so. d) PROMOTION It must be remembered that soft drinks purchases are an "impulse buy low involvement products" which makes promotion and advertising an important marketing tool. The 2 arch rivals have spent a lot on advertising and on promotional activities. To promote a brand and even to spend a lot on advertising, the company must be aware of the perceived quality of the brand, its brand power (if at all there is) since consumers make purchase decision based on their perceptions of value i.e., of quality relative to price. According to Paul Stobart, Advertising encourages customers to recognize the quality the company offers. Price promotions often produce short-term sales increases. Coca Cola has entered new markets and also developing market economics (like India) with muchneeded jobs. Coke attributes its success to bottlers, the Coca Cola system itself, i.e., its executive committees, employees, BOD, company presidents but above all from the consumer. Coke's red color catches attention easily and also the Diet Coke which it introduced was taking the Cake, as Pepsi has not come out with this in India.

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STRATEGIES ADOPTED
BY COKE AND PEPSI

The Pepsi Process: Despite being a global brand, Pepsi has built its success on meeting the Indian consumers needs, particularly in terms of making the brand synchronize with localized events and traditions. Instead of harping on its global lineage, ergo, it tries to plug into ethnic festivals, use the vernacular indifferent part of the country, and blend into the local fabric. Pepsi is using both national campaigns-such as the Drink Pepsi, Get Stuff scheme, which offers large discounts on other products to Pepsi-buyers as well as local . The Coke Copy: Instead of creating a bond with the customers through small but highimpact events, Coca-Cola chose to associate itself with national and international mega events like the World Cup Cricket, 1996, and world cup football 1998. But now coke is also entering into local actions. Coke is also trying to make their brand synchronize with localized events traditions and festivals. Coca-Cola new tag line in this advertisement is Real shopping, Real refresher. In this way Coke is copy Pepsi.

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EMPOWERMENT The Pepsi Process: Once of the strongest weapons in Pepsis armory is the flexibility it has empowered its people with. Every manager and salesperson has the authority to take whatever steps he, or she, feels will make consumers aware of the brand and increase its consumption. The Coke Copy: Flexibility is the weapon that Coca-Cola, fettered as it is by the need for approvals from Atlanta for almost everything. In the past, this has shown up in its stubborn insistence on junking the franchisee network it had acquired from Parle; in its dependence on its own feedback mechanism over that of its bottlers; and on its headquarters-led approach. PRICE The Pepsi process: Pepsi has consistently wielded its pricing strategy as in invitation to sample, aiming to turn trial into addiction. It launched the 500 ml bottle in 1994 at Rs. 8 versus Thums Ups Rs. 9, in April, 1996, its 1.5 litre bottle followed Coke into the marketplace at Rs. 30 Rs 5 less than Cokes .But it couldnt continue the lower price positioning for long. The Coke Copy: Initially, coke carbon-copied the strategy by introducing its 330ml cans in January 1996, at an invitation price of Rs. 15 before raising it to Rs. 18. By this time, it had realised that the Coca-Cola brand did not hold enough attraction for customers to fork out a premium. The 200ml Coke, launched so far in parts of eastern, western, and northern India, is priced at Rs. 5, lowering the entry-barriers. To really drive the market, as Coke wants to you must go down to Rs. 3.

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PEPSI VS. COKE

$28 BILLION 32% ` RS. 5OO CRORES

TURNOVER

$16 BILLION 70%

INT. SALES AS % OF TOTAL SALES TOTAL INVESTMENT IN INDIA PROPOSED INVESTMENTS NO. OF EMPLOYEES NO. OF OWNED BOTTLING PLANTS NO. OF FRANCHISES NO. OF FOUNTAIN TOTAL INVESTMENT BY BOTTLERS

RS. 250 C

RS. 300 CRORES

RS. 2,400C

2400 13

140 NIL

18 4000 N.A.

53 1500 Rs 125 CR

NEW PLANTS PLANNED N.A.

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PEPSI AND COKE MARKET SHARE IN INDIA

COLA : 60% CLEAR LEMON : 4% Pepsi : 26.5 7-UP : 2.5% Thums-up : 17.5% Citra : 0.5% Coke :10% ORANGE : 16% OTHERS : 8% Mirinda : 7.5% Other Brands : 16.5% Fanta : 6% Gold Spot : 1% Crush : 1% CLOUDY LEMON : 12% Limca : 9% Mirinda lemon + Dukes : 1.5% Schweppes lemon : 0.5%

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PREFERENCE TO THE BRAND Pepsi Coke 60% 40%

80% 60% 40% 20% 0%

60% 40%

Pepsi Pepsi
Figure 1

Coke Coke

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MORE EFFECTIVE ADVERTISING

Pepsi Co. Coke Co.

60% 40%

80% 60% 40% 20% 0%

60% 40%

Pepsi Co. Pepsi Co.

Figure 7

Coke Co. Coke Co.

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CREATIVE AND APPEALING ADVERTISING OF THE SOFT DRINK COMPANY

Pepsi Co. Coke Co.

70% 30%

80% 60% 40% 20% 0%

70%

30%

Pepsi Co. Pepsi Co.

Figure 8

Coke Co. Coke Co.

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INNOVATIVE AND EXCITING OFFERS

Pepsi Co. Coke Co.

55% 45%

60% 50% 40% 30% 20% 10% 0%

55% 45%

Pepsi Co. Pepsi Co.

Figure 9

Coke Co. Coke Co.

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BRAND PREFERENCES

Pepsi Coca-Cola The results of 95 were : Pepsi Coca-Cola

4th 11th

7th 11th

This shows that both the companies are paying more attention to the marketing of their products. Pepsi is higher up on the scale than Coca-Cola. We can see that by the brilliant advertising done by Pepsi, which can be seen on every hook and corner of Gorakhpur. The consumers also prefer Pepsi advertisements and other activities of Pepsi, to that of Coca-Cola.

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CONLUSIONS
Pepsi is the market leader in terms of soft drinks in India, but comes second to Coca-Cola which consists of Coca-Cola and park brands. However in Gorakhpur it is the market leader. Pepsis main target is obviously to be the market leader and leave its nearest competitor, Coca-Cola, far behind. To achieve this Pepsi seems to be relying on mass advertising. They spend about 50-60 crore rupees annually on marketing activities. The consumer is bombarded with Pepsi advertisements, sign, logos etc., everywhere. Pepsis core market is the young adult and Pepsi is taking great measures to change the perception of these young-adults., Pepsi wants that these consumers should associate all colas as Pepsi, the brand Pepsi and cola should be synonymous with each other. This they are trying to do by getting the heros of these consumers to endorse their product e.g. Sachin Tendulkar and also by advertising for and by youngsters. Pepsi drinks are available in almost the whole of India, this shows the importance paid to distribution. Brand loyalists are very few in the market. Thus the drink should be easily available, so that consumers cannot shift their preferences.

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RECOMMENDATIONS
Soft drinks are an impulse product. When a person is thirsty, he would first think of water or tea. Some even would prefer Nimbu Pani. The Indian population is the largest in the world today, there can be no other country in the world, which provides so much of an opportunity for the soft-drink manufacturers. The Indian soft drink market is at 140 million cases per year, this is very low. Thus the consumption of soft drink can go up. However Coca-Cola wants to accomplish this feat by themselves. To do this the industry has to take certain steps. All the companies are fighting to get a major share of this growing market. They should all try to increase the total market along with their individual shares. According to one study, it takes an Indian 50 minutes of work to be able to buy a bottle in other countries, the norm is five minutes. Thus to increase the total market of soft drinks, manufactures should try and decrease the prices, so as to increase sales. Availability is a major factor, which makes the consumer buy a soft drink. Soft drinks should be made available more readily than present. There are only 300, 000 retailers stocking soft drinks in India. Thus retailing outlets should be increased. Soft drink cans which are very convenient, as the consumer can take them anywhere, unlike a bottle, are very expensive retailing from Rs. 15-Rs. 18. To increase sale of cans, this price should be brought down. It is seen In India, that people prefer having their drinks with or after food. Companies could have commercials which show people enjoying their drink with a good meal, so that consumers associate drinking soft drinks while having food. Advertising is a way building brand image. It does not promote quick selling. Thus companies should used advertising only for long advertising can be used for: a) Brand image building b) Reminder advertising :reminding people to buy these drinks. c) Reinforcement advertising-Telling people that they have made the right choice.

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Television advertising seems to make a impact on the consumers (based on questionnaire answers) so companies should concentrate more on television advertisements. Sales promotion tools create a stronger and quicker response. Thus sales promotion tools such as coupons, contests, premiums and the like should be used to dramatize product offers and to boost sales. Sales-promotion effects are usually short run and induce the people to purchase soft drinks, now. Coca-Cola and Pepsi have taken up sponsoring of events on a major scale. All kinds or events, whether big (Wills Worked cup) or small (college contests) have either Pepsi or Coke banners of sponsorship. The effectiveness of this can be questioned. Whether these activities increase sales or not is a big huge question mark. PepsiCo and Coca Cola(I)Ltd. should reduce their massive spending on sponsoring events and try and channel this money into more productive activities , like innovative packaging etc. It is recommended that company should introduce more and more customer oriented schemes and contexts. For eg. Pepsis new campaign Pepsi cool mal in which they are giving free gifts to their customers. Thus we see that there various steps which can be taken by the companies to increase their sales and to increase the total market share.

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BIBLIOGRAPHY

Marketing Management - By Philip Kotler Business world Out look Times of India www.Pepsico.indialtd

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