A Study of Competition and Media Planning by Soft Drink Manufactures in India

Preface
Learning Categories you, and practicing on that learning specialize you

The importance of any academic courses would gain advantage and the acceptance of the

true form, only through practical experiences. Hence it is quite necessary to put theories

as into task.

Someone has greatly said that practical knowledge is far better than classroom teaching.

During this project I fully realized this and come to know about the present real world

.The present report entitled as A Study of Competition and Media Planning by Soft

Drink Manufactures in India a fruitful outcome of my research done during the course

of my fourth semester of BBA programme. . The soft drink industry is actually made up

of two major manufacturing systems that, taken together, bring soft drinks to the market.

These two systems fall into distinct categories:

(1) Flavoring syrup and concentrate manufacturing and

(2) Soft drink manufacturing.

The supply chain is largely dependent on the syrup producer, as this is the driver for most

downstream operations. the majority of the bottled soft drinks follow a similar product

life cycle, moving from syrup producer, to bottler, to distributor (if used), to merchant, to

final consumer. The locations of the syrup manufacturers and the bottlers are closely

linked to both the locations of strategic raw materials and major population centers in the

United States and/or areas that see above-average temperatures, where demand for the

soft drinks tends to be highest. Once soft drinks are bottled and ready for distribution, a

variety of distribution channels are leveraged to get the final product to the end consumer.

The industry as a whole faces challenges as a result of the slumping economy and

1
changes in consumers consumption patterns due to increased health consciousness.

Marketing is an important component of the industry chain, used to generate demand and

build consumer loyalty. it has undergone a number of changes over the last five years due

to efforts to reduce advertising directed at children, to introduce new types of media, and

to update marketing messages for consumers who are looking for more healthful

alternatives. Areas of growing interest for all industry players are the African-American

and Hispanic markets, which have been identified as key consumers and growth markets.

While the industry adapts to changes in consumption executive summary the soft drink

supply Chain Consumer

The first chapter is dedicated to the introduction of the Media Planning, history of Soft

Drink, companies of Soft Drink. It also deals the factors affecting Brand Image of Soft

Drink. This chapter gives detail about the Media Planning of Soft Drink with reference to

Indian industries. It also deals the challenges and problems come at the time of Media

planning of Two Wheeler. The second chapter deals with the Objective of the study and

Importance of the study& also included the Scope of the study. The third chapter is a

summary of the various research methodologies used for the development of the project.

The methodology used for the implementation of the assigned project is based on

secondary data. The whole study is based on secondary data. The fourth chapter deals the

data analysis and interpretation Chapter five deals with the findings and recommendations

related to the research report. The conclusion& Limitation of the project is provided in

chapter six and this chapter also deals with the Bibliography & Reference of this project.

Priyanka Kumari
BBA VI Semester

Acknowledgement
2
Before I thank anybody for the compilation of this work I would like to thank Almighty

for providing guidance and me all the necessary help. It is grace only that I have

completed this work.

An understanding of the study like this is never the outcome of the efforts of an

individual; rather it bears the imprint of a number of individuals who directly helped me

in completing the present study.

First & foremost, I would like to express my immense gratitude towards supervisor Mr.

Rishi Raman Singh Assistant Professor for providing the knowledge, guidance and

cooperation in research report.

I am also sincerely thankful to all my friends for giving me opportunity and resource to

work on the research report and giving me support whenever necessary.

Priyanka Kumari

INTRODUCTION

Media planning

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Media planning is generally the task of a media agency and entails finding media

platforms for a client's brand or product to use. The job of media planning involves

determining the best combination of media to achieve the marketing campaign objectives.

In the process of planning the media planner needs to answer questions such as:

How many of the audience can be reached through the various media?

On which media (and ad vehicles) should the ads be placed?

How frequent should the ads be placed?

How much money should be spent in each medium?

Choosing which media or type of advertising to use is sometimes tricky for small firms

with limited budgets and know-how. Large-market television and newspapers are often

too expensive for a company that services only a small area (although local newspapers

can be used). Magazines, unless local, usually cover too much territory to be cost-

efficient for a small firm, although some national publications offer regional or city

editions. Metropolitan radio stations present the same problems as TV and metro

newspapers; however, in smaller markets, the local radio station and newspaper may

sufficiently cover a small firm's audience.

Components of a media plan

Define the marketing problem. Where is the business coming from and where is

the potential for increased business? Does the ad need to reach everybody or only

a select group of consumers? How often is the product used? How much product

loyalty exists?

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 Translate the marketing requirements into media objectives. Must the ad reach

people in a wide area? Then mass media, like newspaper and radio, might work. If

the target market is a select group in a defined geographic area, then direct mail

could be best.

Define a media solution by formulating media strategies. For example, the rule of

thumb is that a print ad must run three times before it gets noticed. Radio

advertising is most effective when run at certain times of the day or around certain

programs, depending on what market is being reached.

Advertising media includes

Television ( TVC, television commercial)

Radio

Newspapers

Magazines (consumer and trade)

Outdoor billboards

Public transportation

Yellow Pages

Direct mail (DM)

Digital advertising (such as web-based, mobile and mobile applications)

Search Engine Marketing (SEM, keyword marketing in search engines)

Specialty advertising (on items such as matchbooks, pencils, calendars, telephone

pads, shopping bags and so on)

Other media (catalogs, samples, handouts, brochures, newsletters and so on)

5
Factors to consider when comparing various advertising media
Reach - expressed as a percentage, reach is the number of individuals (or homes)

to expose the product to through media scheduled over a period of time.

Frequency - using specific media, how many times, on average, should the

individuals in the target audience be exposed to the advertising message? It takes

an average of three or more exposures to an advertising message before

consumers take action.

Cost per thousand - How much will it cost to reach a thousand prospective

customers (a method used in comparing print media)? To determine a publication's

cost per thousand, also known as CPM, divide the cost of the advertising by the

publication's circulation in thousands.

Cost per point - how much will it cost to buy one rating point your target

audience, a method used in comparing broadcast media. One rating point equals 1

percent of the target audience. Divide the cost of the schedule being considered by

the number of rating points it delivers.

Impact - does the medium in question offer full opportunities for appealing to the

appropriate senses, such as sight and hearing, in its graphic design and production

quality?

Selectivity - to what degree can the message be restricted to those people who are

known to be the most logical prospects?

ADVERTISING AND SALES PROMOTION

ADVERTISING

As defined by the American Marketing Association (AMA), Advertising is ay from of

non-personal presentation of goods, services or ideas for action, openly paid for by an

6
identified sponsor. Advertising today is a worldwide phenomenon. It is important at the

outset to recognize that many advertisers use advertisements for many purposes with

many different possible effects. Advertisements can be recognized s paid non-personal

communication forms used with persuasive intent by identified sources through various

media. Advertising are most commonly associated with the mass media of newspapers,

magazines, cinema, television, and radio, although they frequently flourish in the other

forms such as billboards, poster, and direct mail as well and finally advertisements are

overwhelmingly used with persuasive intend. That is the advertisers are striving to alter

our behavior and or levels of awareness, knowledge and attitude, and so on in a manner

that would be beneficial to them.

BASIC FEATURES OF ADVERTISING

On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

5. The communication media is diverse such as print (newspapers and magazines)

Advertisers who something use

Advertising agencies and are sometimes assisted by

Support Organizations sent their messages through

Media (generally mass) to potential

Consumers of the product, service.

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Advertising is a key part of marketing, but far from being (as is often assumed) the sum

of it. Advertising is the use of media to inform consumers about something and or to

persuade them to do something in effect; it brings product and consumers together, and

then modulates the relationship between them.

WHAT IS ADVERTISING

It is a mass communication of information intended to persuade buyer to buy product

with a view of maximizing a companys profits. The elements are.

It is a Mass Communication reaching large number of customers.

It makes mass production possible.

It is a non-personal communication.

It is a commercial communication.

It is speedy communication.

In todays competitive world. It is an essential communication.

FUNCTIONS OF ADVERTISING

For many firms advertising is the dominant element of the promotional mix particulars

for those manufacturers who produce convenience goods such as detergent, non

prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used

extensively by maters of automobiles, home appliances, etc, to introduce new product and

new product features its uses its attributes, pt availability etc. Advertising can also help to

convince potential buyers that a firms product or service is superior to competitors

8
product in make in quality, in price etc. it can create brand image and reduce the

likelihood of brand switching even when competitors lower their prices or offer some

attractive incentives.

Advertising is particularly effective in certain other spheres too such as:

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not strong and.

iv) When primary buying motive exists.

It performance the following functions:

Promotion of sales

Introduction of new product awareness.

Mass production facilitation

Carry out research

Education of people.

ADVERTISING OBJECTIVES

The long term objectives of advertising are broad and general, and concern the co Most

companies regard advertising main objective as hat of proving support to personal selling

and other forms of promotion. But advertising is a highly versatile communications tools

and may therefore by used for achieving various short and long term objectives. Among

These objectives are the following:

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1. To do the entire selling job (as in mail order marketing).

2. To introduce a new product (by building brand awareness among potential buyers).

3. To force middlemen to handle the product (pull strategy).

4. To build brand preference 9by making it more difficult for middleman to sell

substitutes).

5. To remind users to buy the product (retentive strategy).

6. To publicize some change in marketing strategy (e.g., a price change, a new model or

an improvement in the product).

7. To provide rationalization (i.e. socially acceptable excuses).

8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the company is

doing its share of promotion).

10. To acquaint buyers and prospects with the new uses of the product (to extend the

PLC).

BENEFITS

The functions of advertisement, and that purpose its ethics, may be discussion below:

1. It leads o cheaper prices. "No advertiser could live in the highly

competitive arena of modern business if his methods of selling were more

costly than those of hisrivals."ntribution advertising should make to the

achievement of overall company objectives.

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 2. It acquaints the public with the features of the goods and advantages which

buyers will enjoy.

3. It increases demand for commodities and this results in increased

production. Advertising:

a) Creates and stimulates demand opens and expands the markets;

b) Creates goodwill which loads to an increase in sales volume;

c) Reduces marketing costs, particularly product selling costs.

d) Satisfied consumer demands by placing in the market what he needs.

1. It reduces distribution expenses in as much as it plays the part of thousands of salesman

at a home. Information on a mass scale relieves the necessity of expenditure on sales

promotion staff, and quicker and wider distribution leads to diminishing of the

distribution costs.

2. It ensures the consumers better quality of goods. A good name is the breath of the life

to an advertiser.

3. By paying the way for large scale production and increased industrialization,

advertising contributes its quota to the profit of the companies the prosperity of the

shareholder the uplifts of the wage earners and the solution of the unemployment

problem.

WHY & WHEN TO ADVERTISE

Advertising as a tool to marketing not only reaches those who buy, but also those whose

opinions or authority is counted for example a manufacturer of marble tiles and building

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boards advertises not only to people who intend to build houses but also to architect and

engineers. While the manufacturers of pharmaceuticals products advertise to doctors as

well as to the general public. At time it is necessary for a manufacturer or a concern to

advertise things which it does not sell but which when sold stimulates the sales of its own

product. There are concerns like electric heaters, iron etc. because the use of these

increases the demand for their products. Advertising should be used only when it

promises to bring good result more economically and efficiently as compared to other

means of selling. There are goods for which much time and efforts are required in

creating a demand by sending salesman to prospective buyers than by simply advertising

them. In the early days of the cash register in America it was sold by specially trained

salesman who called on the prospective users and had the difficult task of convincing

them that they could no longer carry on with the old methods, and that they urgently

needed a cash register. In our country certain publishers have found it less costly to sell

their books by sending salesman from house to house among prospective buyers than to

advertise them. In these two examples the cost of creating demand would be too high if

attempted by advertising alone under such circumstances advertising is used to make the

salesman acceptable to the people they call upon to increase the confidence of the public

in the house. Naturals when there are good profits competitors will be attracted and they

should be kicked out as and when sufficient capital is available by advertising on a large

scale. Immediate result may not justify the increased expenditure but it will no doubt

secure future sales

Selecting the Media:

Media selection is an important since it costs time space and money various factors

influence this selection, the most fundamental being the nature of the target market

12
segment, the type of the product and the cost involved. The distinctive characteristics of

various media are also important. Therefore management should focus its attention on

media compatibility with advertising objectives.

Media Form

1. Press Advertising or Print

i) Newspapers City, Small town, Sundays, Daily, weekly, Fortnightly, quarterlies,

financial and annuals, English, vernacular or regional languages.

ii) Magazines General or special, illustrated or otherwise, English, Hindi, Regional

language.

iii) Trade & Technical Journals, Industrial year books, commercial, directories, telephone,

Directories, references books & annuals. Circulated all over the country and among the

industrialist and business magnates.

2. Direct Mail Circulars, catalogues, leaflets,

Brochures, booklets, folders, colanders, blotters, diaries & other printed material.

3. Outdoor or Traffic Poster and bills on walls, railways

Stations platforms outside public buildings.

13
 INTRODUCTION TO SOFT DRINK

The soft drink industry is actually made up of two major manufacturing systems that,

taken together, bring soft drinks to the market. These two systems fall into distinct

categories:

(1) Flavoring syrup and concentrate manufacturing and

(2) Soft drink manufacturing.

14
The supply chain is largely dependent on the syrup producer, as this is the driver for most

downstream operations. the majority of the bottled soft drinks follow a similar product

life cycle, moving from syrup producer, to bottler, to distributor (if used), to merchant, to

final consumer. The locations of the syrup manufacturers and the bottlers are closely

linked to both the locations of strategic raw materials and major population centers in the

United States and/or areas that see above-average temperatures, where demand for the

soft drinks tends to be highest. Once soft drinks are bottled and ready for distribution, a

variety of distribution channels are leveraged to get the final product to the end consumer.

The industry as a whole faces challenges as a result of the slumping economy and

changes in consumers consumption patterns due to increased health consciousness.

Marketing is an important component of the industry chain, used to generate demand and

build consumer loyalty. it has undergone a number of changes over the last five years due

to efforts to reduce advertising directed at children, to introduce new types of media, and

to update marketing messages for consumers who are looking for more healthful

alternatives. Areas of growing interest for all industry players are the African-American

and Hispanic markets, which have been identified as key consumers and growth markets.

While the industry adapts to changes in consumption executive summary the soft drink

supply Chain Consumer

Breaking down the Chain: A Guide to the soft drink industry

Patterns and new forms of media, researchers are investigating the impact marketing

practices and pricing tactics have on consumers consumption patterns. research shows

that marketing for any product plays a significant role in setting norms and encouraging

behavior among children, and that young children and economically disadvantaged

consumers are the most vulnerable to food and beverage advertising. in addition, research

has found that when it comes to discouraging consumption of sugar-sweetened beverages,

15
a price increase is more effective than education interventions. the soft drink industry is

also in the middle of a growing policy debate in the united states regarding the taxation of

sugar-sweetened beverages. Surveys show mixed feelings about an tax; a poll in India

indicated more support if the proceeds went toward health-related initiatives. Meanwhile,

the soft drink industry has responded strongly to proposed taxes. Internally, the soft drink

industry is responding with efforts to influence consumer behavior by introducing

smaller-size packaging, encouraging active lifestyles, and looking into alternative, no

caloric sweeteners. Externally, lobbyist and other activist groups have successfully

gathered support to defeat many of the proposed taxes.

Soft Drink Terms

There are many overlapping terms used to describe soft drinks. In this report, we tried to

remain precise and consistent with our terminology. In figures and tables, we occasionally

deviate from these terms due to the terminology used by the original data sources.

Here are some of the most common terms:

Soft drink: any type of nonalcoholic beverage produced by a soft drink manufacturer;

includes bottled water, but not tap water Sugar-sweetened beverage (SSB): term used by

public health advocates to describe a soft drink containing caloric sweetener (e.g., sugar,

high-fructose corn syrup) No diet: refers to beverages that contain calories, usually from

an added sweetener Diet: refers to beverages with zero calories and usually sweetened

with no caloric sweeteners Carbonated soft drink (CSD): type of soft drink that is

carbonated; includes both no diet and diet soft drinks.

Fruit beverage: type of soft drink that either contains fruit juice or is fruit-flavored Juice

drink: soft drink that contains juice and other ingredients Fruit-flavored drink: soft drink

16
that is flavored to taste like fruit but does not contain juice Bottled: refers to beverages

that are packaged in bottles or cans Fountain: refers to beverages that are produced on

demand at a dispenser

Market Leaders

Flavoring Syrup and Concentrate Manufacturing Industry the India flavoring syrup and

concentrate manufacturing market (see figure 1) is dominated by two main players, who

made up 73% of the total India market share in 2010: the Coca-Cola Company (40%) and

PepsiCo, inc. (33%).3 the remaining 27% of the market is composed of a variety of

smaller companies. Soft Drink Manufacturing Industry the soft drink Manufacturing

market in the united states is dominated by three players, who accounted for 66% of the

total market share in 2010: the Coca-Cola Company (286%), PepsiCo, inc. (268%), and

the dry Pepper Snapple Group (86%).4 the remaining 36% of the market includes many

small soft drink manufacturing companies Among the other companies: JJ Cott

Corporation (33% market share) this Toronto-based company is the worlds largest

manufacturer of retailer-brand (private-label) soft drinks and the fourth largest soft drink

maker in the world. Customers include Safeway, J Sainsbury, and Wal-Mart (until 2012,

when the distribution agreement is expected to be terminated). National Beverage

Corporation (13%) this Florida-based company is a holding company that focuses on

holding and developing strong regional brands, especially within the carbonated soft

drink segment. its managed subsidiaries include faygo Beverages, Lacroix Water, ever

fresh Beverages, and Shasta Beverages.

Major Markets

The final products of soft drink production are distributed to six main segments.

Supermarkets and general merchandisers represent the largest channel the ultimate

17
consumer utilizes to purchase soft drinks, accounting for 48% of the market. The

remaining five segments included in the soft drink market are:

Food Service and Drinking Places

20% of market

Includes fast-food outlets, takeout outlets, full-service restaurants, and bars.

Convenience Stores and Gas Stations

12% of market

Includes stand-alone convenience stores and stores attached to gas stations.

Vending Machine Operations

11% of market

Includes vending machines in transportation outlets or other areas of convenience.

18
19
 Introduction to coca cola
The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton.

Today, the company is the world's leading manufacturer in the beverage industry,

operating globally in more than 200 countries with its head office located in Atlanta,

USA. It produces more than 300 beverage brands and over 1.06 billion drinks are

consumed per day around the world.

It has already ventured regionally out of Atlanta to other states of United States since the

late 19th century and its signature contour bottle was first manufactured in the early 20 th

century to distinguish themselves and assuring the genuine Coca-Cola. Though the

company grew rapidly and roared into some European countries during the 1900s, its

presence worldwide grew swiftly only after World War II.

Year after year, the company has been discovering new foreign markets to bring higher

profits as to fulfill its ultimate obligation to provide consistently attractive returns to the

owners of the company and to enlarge its customer base in order to achieve economies of

scale. Due to strong competition with Pepsi-Cola, Coca-Cola wants to reduce its

20
dependence on United States market, which is their similar domestic market, as to reduce

its risk and increase its global market share by going international. Presently, the

company has already reached six billion consumers in nearly two hundred countries.

Coca-Cola Company has been very successful in international marketing effort.

Aggressive advertising, branding and market segmentation have played an important part

in the success. It has portrayed itself as fun, playfulness, freedom, lifestyle and the

international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of

young people from all over the world to a hilltop in Italy to sing Ill like to buy the world

a Coke. The company has been sponsoring big events, like Olympics, Sea Games, FIFA

Cup, and International Film Festivals all over the world to create awareness, credibility

and to brand itself as world-class company. It also makes big donations to organizations,

charities and involvement in the communities. These activities have aided Coca-Cola in

creating a positive image and consumers perception toward the company.

Though the company makes the world its target market, segmenting by diverse consumer

preferences would still required helping Coca-Cola to serve the consumers better. As

different segments of different countries have various preferences or cultures, Coca-Cola

tried to expand with new flavors, brands and even reduced the sugar contents in its Coke,

to suit all the different segments. This often increases the acceptance of new drinks that

are specially designed for them. Coca-Cola entered foreign markets in various ways. The

most common modes of entry are direct exporting, licensing and franchising.

21
 The HISTORY

The first Coca-Cola recipe was invented in a drugstore in Columbus, Georgia by John

Pemberton, originally as a coca wine called Pemberton's French Wine Coca in 1885. He

may have been inspired by the formidable success of Vin Mariani, a European coca wine.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton

responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine

Cola. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It

was initially sold as a patent medicine for five cents a glass at soda fountains, which were

popular in the United States at the time due to the belief that carbonated water was good

for the health. Pemberton claimed Coca-Cola cured many diseases, including morphine

addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first

advertisement for the beverage on May 29 of the same year in the Atlanta Journal. By

1888, three versions of Coca-Colasold by three separate businesseswere on the

market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and

incorporated it as the Coca Cola Company in 1888. The same year, while suffering from

an ongoing addiction to morphine, Pemberton sold the rights a second time to four more

businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth.

Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version

of the product. John Pemberton declared that the name "Coca-Cola" belonged to Charley,

but the other two manufacturers could continue to use the formula. So, in the

summer of 1888, Candler sold his beverage under the names Yum Yum and

Koke. After both of them failed to catch on, Candler set out to establish a

legal claim to Coca-Cola in late 1888, in order to force his two

competitors out of the business. Candler purchased exclusive rights to the

formula from John Pemberton, Margaret Dozier and Woolfolk Walker .

22
Twenty-first Century

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of

2005 they planned to launch a Diet Coke product sweetened with the

artificial sweetener sucralose ("Splenda"), the same sweetener

currently used in Pepsi One. On March 21, 2005, it announced another

diet product, Coca-Cola Zero , sweetened partly with a blend of

Aspartame and Acesulfame potassium . In 2007, Coca-Cola began to

sell a new "healthy soda": Diet Coke with vitamins B6, B12, Magnesium,

Niacin, and zinc, marketed as "Diet Coke Plus."On July 5, 2005, it was

revealed that Coca-Cola would resume operations in Iraq for the first time

since the Arab League boycotted the company in 1968. In April 2007, in

Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola."

The word "Classic" was truncated because "New Coke" was no longer in

production, eliminating the need to differentiate between the two. The

formula remained unchanged. In January 2009, Coca-Cola stopped printing

the word "Classic" on the labels of 16-ounce bottles sold in parts of the

southeastern United States . The change is part of a larger strategy to

rejuvenate the product's image. In November 2009, due to a dispute over

wholesale prices of Coca-Cola products, Costco stopped restocking its

shelves with Coke and Diet Coke.

PRODUCTS OF COCA-COLA

Coca-Cola

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending

23
 machines in more than 200 countries. It is produced by The Coca-Cola

Company of Atlanta, Georgia, and is often referred to simply as Coke.

Thumps-up

Thumps Up is a brand of cola in India. It was introduced in 1977 to offset the expulsion

of The Coca-Cola Company from India. The brand was bought out by

Coca-Cola who re-launched it in order to compete against Pepsi.

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. It

comes in a primarily silver, green, and blue can or a green transparent bottle

with a primarily green and blue label.

Fanta

Fanta is a global brand of fruit-flavored carbonated drinks from the Coca-Cola

Company. There are over 100 flavors worldwide . The drink debuted

in Nazi Germany in 1941 and originally sold only in Europe.

Maaza

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most

popular drink being the mango variety so much that over the years, the

Maaza brand has become synonymous with Mango. Coca-Cola has also

launched Maaza in orange and pineapple variants.

The Coca Cola Company creates value by executing comprehensive business

strategy guided by six key beliefs:

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1. Consumer demand drives everything we do.

2. Brand Coca Cola is the core of our business

3. We will serve consumers a broad selection of the non alcoholic ready-todrink

Beverages they want to drink throughout the day.

4. We will be the best marketers in the world.

5. We will think and act locally.

6. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand our Share

of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term Cash

flows, and create economic value added by improving economic profit. The Coca Cola

system has more than 16 million customers around the world that sells or serves our

products directly to consumers. We keenly focus on enhancing value for these customers

and helping them grow their beverage businesses. We strive to understand each

customers business and needs, whether that customer is a sophisticated retailer in a

developed market a kiosk owner in an emerging market.

Product Life cycle:

When referring to each and every product or service ever placed before the consumer i.e.

in the long term all the existing products and services are dead. For e.g.:- Replacement of

Ford Cortina ( a highly successful car) by Ford Sierra, the replacement of sierra by the

Ford Monde and the replacement of the old Monde by the new Monde in 2001. So every

product is born, grows, matures and dies. So in the commercial market place products and

services are created, launched and withdrawn in a process known as Product Life Cycle.

To be able to market its product properly, a business must be aware of the product life

cycle of its product. The standard product life cycle tends to have five phases:

25
Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the

maturity stage, which is evidenced primarily by the fact that they have a large, loyal

group of stable customers. Furthermore, cost management, product differentiation and

marketing have become more important as growth slows and market share becomes the

key determinant of profitability. In foreign markets the product life cycle is in more of a

growth trend Coke's advantage in this area is mainly due to its establishment strong

branding and it is now able to use this area of stable profitability to subsidize the domestic

Cola Wars.

Market Share:

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market

Share. This company controls about 59% of the world market.

Target Market

The company's beverages are generally for all consumers. However, there are some

brands, which target specific consumers. For example, Coca-Cola's diet soft drinks are

targeted at consumers who are older in age, between the years of 25 and 39. PowerAde

sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap

Juice Drink target children between the ages 5-12. This type of market approach refers to

market segmentation. The Coca-Cola Company when advertising has a primary target

market of those who are 13-24, and a secondary market of 10-39.

Objectives/Goals

Coca-Cola main objectives are to supply everyone their favorites drink and to satisfy the

consumer needs and wants. Coca-Cola second main objectives are to provide profit to the

shareholders and increase the market share.

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Marketing Objectives

The objective is the starting point of the marketing plan. Objectives should seek to answer

the question 'Where do we want to go?'The purposes of objectives include:

To enable a company to control its marketing plan.

To help to motivate individuals and teams to reach a common goal.

To provide an agreed, consistent focus for all functions of an organization.

All objectives should be SMART i.e. Specific, Measurable, Achievable,

Realistic, and Timed.

- Specific - Be precise about what you are going to achieve

- Measurable - Quantify you objectives

- Achievable - Are you attempting too much?

- Realistic - Do you have the resource to make the objective happen (men, money,

machines, materials, and minutes)?

- Timed - State when you will achieve the objective (within a month? By January

2010?)

1. Market Share Objectives: To gain 61% of the market for soft drinks industry by 2009.

2. Profitability Objectives: To achieve a 20% return on capital employed.

3. Promotional Objectives: To increase awareness of the product on the market.

4. Objectives for Survival: To survive the current market war between competitors.

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5. Objectives for Growth: To increase the size of the worldwide Coca Cola enterprise by

10%.

Marketing strategies and marketing mix

Marketing mix:

Product

The Coca-Cola Company's products include beverage concentrates and syrups, with the

main product being finished beverages. The business has over 300 brands of beverages

around the world with the main ones being Coke, Fanta, Sprite, Frutopia 100% Fruit

Juice, and PowerAde. The Coca-Cola Company packages its beverages into plastic bottles

of sizes 2 liters, 1.25 litres, 600mL and 300mL. These are also available in aluminium

cans of 375mL. Coca-Cola is the most well known trademark, recognized by 94 per cent

of the world's population. The business is very successful and holds a very good

reputation.

Marketing strategies for product

The Coca-Cola Company uses marketing strategies to differentiate its product from its

competitors to gain a competitive advantage. These are listed in the table below.

Marketing strategy Explanation of marketing strategy Extension/product differentiation In

2002, the Coca-Cola Company extended the products of Coke and developed the new

products Coke with lemon and Vanilla Coke. This extension:Responded to consumer

demands,enerated sales and profit. Innovation In 2001, Coca-Cola had innovated and

developed the introduction of purchasing the company's products from vending machines

via SMS messaging. In 2002, the company innovated and came up with a new packaging

idea, the Fridge Pack. The Fridge Pack consists of cans packed 2-by-6. This innovation

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has increased consumer awareness and preference. Increased rate of consumption and

profitability.

Price
The prices of Coca-Cola's products vary according to the brand and the size.

Pricing Methods/Pricing strategies

The Coca-Cola Company's products are sold in retail stores, convenient stores, petrol

stations etc. The pricing methods/strategies are set by those the company sells to. Petrol

stations and convenient stores usually sell Coca-Cola products at a fixed price. However,

retail outlet uses pricing methods and pricing strategies when selling Coca-Cola products.

Pricing methods

Pricing method Explanation of pricing method Competition-based pricing Coca-Cola

products are usually priced below, above or equal to its competitors' prices. For example,

during Easter (2003) sale periods (Coca-Cola vs. Pepsi):Coca-Cola soft drinks 2L -

$1.68Pepsi soft drinks 2L - $1.87Coca-Cola soft drinks 375 x 18 - $9.98Pepsi soft drinks

375 x 24 - $9.98 Discount price Coca-Cola products are often marked down during sale

periods and special occasions. This will:Generate sales Increase profits

Pricing strategies

Pricing strategy Explanation of pricing strategy Meet-the-competition pricing The Coca-

Cola products pricing are set around the same level as its competitors. Psychological

pricing Most of the Coca-Cola products use this method of pricing. For example, for a

pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of

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$10.00.This pricing strategy makes consumers perceive the products to be cheaper.

Place and Distribution:

The place P of the marketing mix refers to distribution of the product- the ways of getting

the product to the market. The distribution of products starts with the producer and ends

with the consumer. One key element of the Place/Distribution aspect is the respective

distribution channels that Coca Cola has elected to transport and sell its product. Selecting

the most appropriate distribution channel is important, as the choice will determine sales

levels and costs.

The choice for a distribution channel for any business depends on numerous factors,

these include:

How far away the customers are;

The type of product being transported;

The lead times required; and;

The costs associated with transport;

There are four types of distribution strategies that Coca Cola could have chosen from,

these are: intensive, selective, exclusive and direct distribution. It is apparent from the

popularity of the Coca Colas product on the market that the business in the past used the

method of intensive distribution as the product is available at every possible outlet. From

supermarkets to service stations to your local corner shop, anywhere you go you will find

the Coca Cola products.

Physical Distribution Issues

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Coca Cola needs to consider a number of issues relating to the physical distribution of its

soft drink products. The five components of physical distribution are, order processing,

warehousing, materials handling, inventory control, transportation. Coca Cola must

further try to balance their operations with more efficient distribution channels. Order

Processing- Coca Cola cannot delay their processes for consumer deliveries (i.e. delivery

to selling centers), as this is inefficient business functioning and is portrays a flawed

image of the product and overall business.

Warehousing and inventory control-

Warehousing of Coca Cola products is necessary. Inventory control is another important

aspect of distribution as inventory makes up a large percentage of businesses assets

Materials handling- this deals with physically handling the product and using machinery

such as forklifts and conveyor belts. When holding products, then Coca Cola has

benefited from purchasing or renting respective machinery.

Transportation-

Transporting Coca Cola products is the one most important components of physical

distribution. Electing either to transport the sports drink by air, rail, road or water depends

on the market (i.e. global, or domestic?) and depends on the associated costs. The most

beneficial transportation method for Coca Cola would be ROAD if the product were

moved around from storage to the cost center

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

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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.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. Coca Cola has used this as the main form of promotion

for extensive range of products. Although advertising is usually very expensive, it is the

most effective way of reminding and exposing potential customers to Coca Cola

Products.

ADVERTISEMENT STRATEGY

Print Media

They often use print media for advertisement. They have a separate department for print

Media.

POS Material

Pos material mean point of sale material this includes: posters and stickers display in the

Stores and in different areas.

TV Commercials

As everybody know that TV is a most common entertaining medium so TV commercials

is one of the most attractive way of doing advertisement. So Coca Cola Company does

regular TV commercials on different channels.

Billboards and Holdings

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Coca cola is very much conscious about their billboards and holdings. They have so many

Sites in different locations for their billbug

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34
 INTRODUCTION
Pepsi is a carbonated soft drink that is produced and manufactured

by PepsiCo. Created and developed in 1898 and introduced as

"Brad's Drink", it was later renamed as Pepsi-Cola on

June 16, 1903, then to Pepsi in 1961. It is one of the most well

known brands in the world today available in over 160

countries. It has an extremely positive outlook for India. This

reflects that India holds a central position in Pepsi's corporate

strategy. India is a key market for Pepsi co, and at the same

time the company has added value to Indian agriculture and

industry. PepsiCo entered India in 1989 and is concentrating in

three focus areas- Soft drink concentrate, snack foods and

vegetable and food processing. Faced with the existing policy

framework at the time, the company entered the Indian market

through a joint venture with Voltas and Punjab Agro

Industries. With the introduction of the liberalization policies

since 1991, Pepsi took complete control of its operations. The

government has approved more than US$ 400 million worth of

investments of which over US$ 330 million have already flown

in. One of PepsiCo's key strategies was to develop a completely

local management team. Pepsi has 19 company owned factories

while their Indian bottling partners own 21. The company has

set up 8 Greenfield sites in backward regions of different

states. PepsiCo intends to expand its operations and is planning

an investment of approximately US$ 150 million in the next

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 two-three years.

The history
Pepsi was originally named "Brad's Drink", after its creator, Caleb

Bradham, a pharmacist in New Bern, North Carolina. It was

created in the summer of 1893 and was later renamed Pepsi

Cola in 1898, possibly due the digestive enzyme pepsin and

kola nuts used in the recipe. Bradham sought to create a

fountain drink that was delicious and would aid in digestion

and boost energy In 1903, Bradham moved the bottling of

Pepsi-Cola from his drugstore into a rented warehouse. That

year, Bradham sold 7,968 gallons of syrup. The next year,

Pepsi was sold in six-ounce bottles, and sales increased to

19,848 gallons. In 1926, Pepsi received its first logo redesign

since the original design of 1905. In 1929, the logo was

changed again. In 1929, automobile race pioneer Barney

Oldfield endorsed Pepsi-Cola in newspaper ads as "A bully

drink...refreshing, invigorating, a fine bracer before a race".

Bankruptcy

In 1931, the Pepsi-Cola Company went bankrupt during the Great

Depression- in large part due to financial losses incurred by

speculating on wildly fluctuating sugar prices as a result of

World War I. Assets were sold and Roy C. Megargel bought the

Pepsi trademark. Eight years later, the company went bankrupt

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 again. Pepsi's assets were then purchased by Charles Guth, the

President of Loft Inc. Loft was a candy manufacturer with

retail stores that contained soda fountains. He sought to replace

Coca-Cola at his stores' fountains after Coke refused to give

him a discount on syrup. Guth then had Loft's chemists

reformulate the Pepsi Cola syrup formula.

Pepsi Cola Trademark

The original trademark application for Pepsi-Cola was filed on

September 23, 1902 with registration approved on June 16,

1903. In the application's statement, Caleb Bradham describes

the trademark as an "arbitrary hyphenated word "PEPSI-

COLA", and indicated that the mark was in continuous use for

his business since August 1, 1901. The Pepsi-Cola's description

is a flavoring-syrup for soda water. The trademark expired on

April 15, 1994. A second Pepsi-Cola trademark is on record

with the USPTO. The application date submitted by Caleb

Bradham for the second trademark is Saturday, April 15, 1905

with the successful registration date of April 15, 1906, over

three years after the original date. Curiously, in this

application, Caleb Bradham states that the trademark had been

continuously used in his business "and those from whom title is

derived since in the 1905 application the description submitted

to the USPTO was for a tonic beverage. The federal status for

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 the 1905 trademark is registered and renewed and is owned

by PepsiCo, Inc. of Purchase.

Rise
During the Great Depression , Pepsi gained popularity following the

introduction in 1936 of a 12- ounce bottle. Initially priced at 10

cents, sales were slow, but when the price was slashed to five

cents, sales increased substantially. With a radio advertising

campaign featuring the jingle "Pepsi cola hits the spot / Twelve

full ounces, that's a lot / Twice as much for a nickel, too /

Pepsi-Cola is the drink for you," Pepsi encouraged price-

watching consumers to switch, obliquely referring to the Coca-

Cola standard of six ounces a bottle for the price of five cents

(a nickel), instead of the 12 ounces Pepsi sold at the same

price. Coming at a time of economic crisis, the campaign

succeeded in boosting Pepsi's status. In 1936 alone

500,000,000 bottles of Pepsi were consumed. From 1936 to

1938, Pepsi-Cola's profits doubled. Pepsi's success under Guth

came while the Loft Candy business was faltering. Since he had

initially used Loft's finances and facilities to establish the new

Pepsi success, the near-bankrupt Loft Company sued Guth for

possession of the Pepsi-Cola company. A long legal battle,

Guth v. Loft , then ensued, with the case reaching the Delaware

Supreme Court and ultimately ending in a loss for Guth.

Current Situation

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PepsiCo, Inc. is one of the most successful consumer products companies

in the world, with 2000 revenues of over $20 billion and

125,000 employees. The company consists of: Frito-Lay

Company, the largest manufacturer and distributor of snack

chips; Pepsi-Cola Company, the second largest soft drink

business and Tropicana Products, the largest marketer and

producer of branded juice. PepsiCo brands are among the best

known and most respected in the world and are available in

about 190 countries and territories.

PRODUCTS OF PEPSI

Pepsi

Pepsi is a carbonated soft drink that is produced and manufactured

by PepsiCo. Created and developed in 1898 and introduced as "Brad's

Drink", it was later renamed as Pepsi-Cola on June 16, 1903, then to Pepsi

in 1961.It is one of the most well known brands in the world today

available in over 160 countries.

Mirinda

Mirinda is a brand of soft drink originally created in Spain, but with

global distribution. The word Mirinda means "admirable, wonderful"

in Esperanto. It is available in fruit varieties including

orange, grapefruit, apple, strawberry, raspberry, pineapple,

pomegranate , banana,lemon , hibiscus, Guarana,tangerine,and grape flavors

well as Tamarind. A "citrus" flavor is also available in certain areas of the

Middle East.

Mountain Dew

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Mountain Dew s a carbonated soft drink brand produced and owned

by PepsiCo. The original formula was invented in the 1940s by Tennessee

beverage bottlers Barney and Ally Hartman and was first marketed

in Marion, Virginia , Knoxville and Tennessee. The Mountain Dew brand

and production rights were acquired by the Pepsi-Cola company in 1964,

at which point its distribution expanded more widely across the United

States.

7UP

7UP 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.

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41
 PEPSI VS COCA-COLA

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.

Similarities

Pepsi-Cola and Coca Cola Classic are both carbonated cola beverages.

Sweetness

Pepsi tastes sweeter than Coca-Cola, This is the reason why many prefer Pepsi over Coca-

Cola in a blind test but may prefer Coke when drinking an entire can.

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.

THE COLA WAR

The Cola Wars are a campaign of mutually-targeted television advertisements and

marketing campaigns since the 1980s to present between soft drink

manufacturers Coca-Cola Company and PepsiCo Incorporated .

According to Consumer Reports, in the 1970s, the rivalry continued to heat

up the market. Pepsi conducted blind taste tests in stores, in what was

called the "Pepsi Challenge ". These tests suggested that more consumers

preferred the taste of Pepsi (which is believed to have more lemon oil, less

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 orange oil, and uses vanillin rather than vanilla) to Coke. The sales of

Pepsi started to climb, and Pepsi kicked off the "Challenge" across the

nation. This became known as the "Cola Wars ."

In 1985, The Coca-Cola Company , amid much publicity, changed its formula. The

theory has been advanced that New Coke, as the reformulated drink came

to be known, was invented specifically in response to the Pepsi Challenge.

However, a consumer backlash led to Coca-Cola quickly introducing a

modified version of the original formula (removing the expensive Haitian

lime oil and changing the sweetener to corn syrup) as Coke "Classic".

The Beginning

1975 heralded the Pepsi Challenge, a landmark marketing strategy,

which convinced millions of consumers that the taste of Pepsi

was superior to Coke. Simultaneously, Pepsi Light, with a

distinctive lemon taste, was introduced as an alternative to

traditional diet colas.

In 1983 Coke launched aspartame/saccharin blend Diet Coke. In response

in 1989 Pepsi-Cola introduced an exciting new flavor, Wild

Cherry Pepsi. Thus Diet Pepsi's 'The Other Challenge'

campaign was based around a 54-46% lead over Diet Coke in

independently researched taste tests in Australia. It was only in

1996 that Pepsi unveiled a revolutionary 'blue' look worldwide

'to transform the image and attitude' of one of the world's best-

known brands. 'Pepsi Blue represents a quantum leap into the

future and redefines how the Cola Wars will be fought and won

in the 21st Century.'

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Cola Wars today

Pepsis New Strategy: Better-For-You Products In 2007, Indra Nooyi became the fifth

CEO in PepsiCo's 44-year history, and the game completely changed. A

former management consultant, she decided not to duke it out directly with

Coke. Instead, shes trying to redefine the playing field...U.S. Consumption

of carbonated soft drinks has steadily declined in the past decade. Part of

that comes down to the array of alternative beverages the market now offers.

Part of it comes down to health concerns in a nation with an obesity

problem. But rather than buck the trend, Ms. Nooyi seeks to refocus Pepsi.

Lifestyles have changed, she notes, And we have to modify our

products.In that spirit, shes focusing the company more on water, juices,

teas and sports drinks. Pepsis top brands in those areas include Aquafina

and Gatorade. And while it trails in soft drink sales, it leads the world in

ready-to-drink teas through Lipton, while its Tropicana wins out in

juices/nectars. The company is betting big on creating healthy foods through

its Quaker Oats, Gatorade and Tropicana divisions. And it just began the

Global Nutrition Group to deliver breakthrough products. Nooyi says the

new Group is part of our long-term strategy to grow our nutrition business

from about $10 billion in revenues today to $30 billion by 2020.To further

that goal, Pepsi hired several well-known nutritionists to direct its efforts at

reducing fat, sodium and sugar in its products. Already, Lays potato chips

have 25% less sodium and by 2011, theyll be made from 100% natural

ingredients. As Caroline Levy, a CLSA analyst, noted, PepsiCo is currently

focused on better-for-you products.

Cokes Consistent Strategy Wins the Cola War

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Meanwhile, Coca-Cola doesnt seem to care about what Pepsi has accepted. CEO Muhtar

Kent not only continues to focus on selling soft drinks globally, but even

vows to rebuild Coke sales in the U.S. market. And admittedly, Cokes

beverage volume in North America dropped only 2% last year. 2009 was

extremely difficult economically on top of a relatively cool summer. In

comparison, Pepsis beverage volume in the same region plunged

8%.According to Beverage Digest, this makes Coca-Cola brand the

uncontested U.S. heavyweight. Indeed, looking at all carbonated soft drinks,

Coke brands commanded 41.9% of the total market last year compared to

PepsiCos 29.9%.The same goes for the companies flagship brands.

Through 2009, Coca-Cola commanded 17% of the U.S. soft drink market;

Pepsi held only 9.9%. And while both brands have been declining, Pepsi is

doing so at a slightly faster rate. Pepsi Admits Defeat Goes On New

Health Kick As far as Pepsi is concerned, the cola wars are over. It now

needs to focus on convincing investors that it has the right focus in this new

health kick. Currently, the Global Nutrition Group is little but a nice

marketing tool. Will Pepsi really develop healthier foods and drinks while

still coming up with new types of chips and soda flavors is a question.It

recently reduced the top end of its guidance for earnings growth this year

from 13% to 11%. This may be due to increased investment in nutrition

or because of a difficult, competitive global environment. Coke, among

others, continues to steal market share away from Pepsi. Carbonated

beverages still produce much of the companys sales and for now, theyre

still key to Pepsis future health.

Which Cola brand is the Better Investment?

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A study found that 80 percent of people can differentiate a sample of Coca-Cola from a

sample of Pepsi. The same study found that if you give people three

samples they can only accurately guess which samples are which 33 percent

of the time. Thats the same odds as randomly guessing. Malcolm Gladwell

called this the Triangle Problem in his book Blink: the Power of

Thinking without Thinking . The idea is that the two products are much

more similar than they are different. Some people even theorize that

the preferences than the actual soda.This same concept can be extrapolated

to each companys respective stock.

Coke vs. Pepsi Dividends

Both Pepsi and Coke are favorites of super investor Warren Buffett. Thats because both

stocks have had strong growth and both are cash cows when it comes to

dividends.

One interesting note not apparent in the above table above is that Coca-Cola has raised its

dividend in a slower, more consistent manner. Pepsi, on the other hand, has

significantly upped their dividend distribution over the last few years. In

2004, Pepsi offered a quarterly dividend of 16 cents when Coke was

offering a quarter. Coke has increased annual dividends for 49 years

running. Pepsi also has a streak of increasing their annual dividend for 39

straight years. Cokes stock price has grown in value by over 50 percent

since the beginning of 2009. Pepsis stock has grown by about 40 percent in

the same time. In terms of market share, Coke owns the top two spots in the

cola industry Coke and Diet Coke- with Pepsis flagship cola coming in

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 at third. Pepsi does have a slight advantage over Coke in diversification.

Pepsi has snack food brands such as Frito-Lay and Quaker under its

umbrella. They also own the brands that make beverages such as Gatorade,

Tropicana and Naked Juices. While Coke hasnt tapped the snack food

market, they do have some beverage diversification. Dasani bottled water,

PowerAde and Minute Maid juices are all under Coca-Colas umbrella.

PRESENCE IN INDIA

PEPSI

PepsiCo entered India in 1989 and has grown to become one of the countrys leading food

and beverage companies. 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 India and its partners have invested more than U.S.$1 billion since the company

was established in the country. PepsiCo provides direct and indirect

employment to 150,000 people including suppliers and distributors. 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, Tropicana100% fruit juices, and juice

based drinks Tropicana Nectars, Tropicana Twister and Slice. Local brands

Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse

range of brands.

PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack

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 market and all Frito Lay products are free of trans-fat and MSG. It

manufactures Lays Potato Chips; Cheetos extruded snacks, Uncle Chipps

and traditional snacks under the Kurkure and Lehar brands. The companys

high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack

options enhance the healthful choices available to consumers. Frito Lays

core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in

Rice Bran Oil to significantly reduce saturated fats and all of its products

contain voluntary nutritional labeling on their packets.The group has built

an expansive beverage and foods business. To support its operations,

PepsiCo has 43 bottling plants in India, of which 15 are company owned

and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods

division has 3 state-of-the-art plants. PepsiCos business is based on its

sustainability vision of making tomorrow better than today. PepsiCos

commitment to living by this vision every day is visible in its contribution to

the country, consumers and farmers.

COCA-COLA

Coca-Cola, the corporation nourishing the global community with the worlds largest

selling soft drink concentrates since 1886, returned to India in 1993 after a

16 year hiatus, giving new thumbs up to the Indian soft drink market. In the

same year, the Company took over ownership of the nations top soft-drink

brand and bottling network. Its no wonder our brands have assumed an

iconic status in the minds of the worlds consumers Ever since, Coca-Cola

India has made significant investments to build and continually consolidate

its business in the country, including new production facilities, waste water

treatment plants, distribution systems, and marketing channels. Coca-Cola

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 India is among the countrys top international investors, having invested

more than US$ 1 billion in India in the first decade, and further pledged

another US$100 million in 2003 for its operations. The Company has

shaken up the Indian carbonated drinks market greatly, giving consumers

the pleasure of world-class drinks to fill up their hydration, refreshment, and

nutrition needs. It has also been instrumental in giving an exponential

growth to the countrys job listings.With virtually all the goods and services

required to produce and market Coca-Cola being made in India, the business

system of the Company directly employs approximately 6,000 people, and

indirectly creates employment for more than 125,000 people in related

industries through its vast procurement, supply, and distribution system. The

Indian operations comprises of 50 bottling operations, 25 owned by the

Company, with another 25 being owned by franchisees. Apart that, a

network of 21 contract packers manufactures a range of products for the

Company. On the distribution front, 10-tonne trucks open bay three-

wheelers that can navigate the narrow alleyways of Indian cities

constantly keep our brands available in every nook and corner of the

countrys remotest areas.

MEDIA PLANNING THROUGH DIGITAL WAY

Website Review Coca Cola

http://www.coca-cola.ie/

The Coca Cola Website is a very easy to use Service. It provides the user with a simple to

navigate homepage making it easy to find what is required. The Website is

colored in the traditional red of coca Cola but also presents a vast array of

other colors and images to make the site seem more fun and playful. The

49
 Links displayed make the site very easy to navigate. The site provides all the

information on the product itself as well as providing news and recycling

information. This Helps cater to all audiences and makes the site more

appealing. Having these additional features on the site will ensure that

customers will be able to get more than just information about coca cola and

its promotions. In addition the coca cola .com site also redirects you to the

official site of the country your in. This gives the customer a more

personalized service and also makes them aware of any promotions in their

respective countries.

Pepsi

http://www.pepsi.com/en-us/d

Upon entering the Pepsi website the user is instantly bombarded by a vast range of Links

to twitter and other social media sites. It gives customers the chance to

become involved in the site and in the product being offered. It also

50
highlights its competitions as well as facts about Pepsi. Much Like the coca

cola website, The Pepsi website is also colored in its traditional coloring, in

this case red and blue .Similarly the site is very easy to navigate. One of the

main Positives of the site is a very clear link to its social media sites. This

enables Pepsi to be more interactive with its customers as it gives customers

the chance to become involved.

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 Objectives of the study
The following are the objectives of the report:

To study the promotional strategy & effect on soft drink industries in India.

To find the extent of brand loyalty of consumers that exists among different soft

drink industries in India.

52
 To identify how the media planning helps in meeting the customers expectations

to meet their satisfaction and investment objectives.

To study the influence of various aspects on buying behavior. These factors are:- -

price ingredient - Brand name & others features.

To study the government plans and policy related to soft drink industries in India

Study the different co. availability in India & its annual growth.

To study the competition field in soft drink in India.

Importance of the study

The importance of a project report is following.

In view of intensifying competition in soft drink market, it is imperative that a brand

keeps a constant, which on them market and response properly and promptly to the

53
dynamics of the market. It is in view of this fact has the present study has been taken up

for PEPSI.

To know and compare the advertisement of Pepsi and Cock.

To know the promotional activities of sales promotion, advertising and public

relations.

To know the strategy of Pepsi and its competitors regarding the Marketing Mix.

To know the problems of retailers and to offer the suggestion for improving in

sales.

Scope of the study

The scope of this project is the study the product quality and growth of the company. It

covers a wide range analysis of the company that what kind of product quality services

has been provided by the company, what are the qualities of products, what are the

54
satisfaction level of the customer by the of the company, working and promotional

process of the company, How the company satisfy the customer by its product.

This study also shed light on the relationship of company with customers. The study also

covers the behavioral pattern of company employees with the customer at the time of

complains for any product and how they provide service to them and satisfaction

according to choice of soft drink in India.

The response of the centre towards the customer also covered in this study. After analysis

the researcher comes to know that the customer response centre gives good response to

each and every complaint and do its best of satisfy the customers by its service and

products provided by the soft drink industries in India. After analysis the researcher

comes to know that the recent technologies and growth rate of soft drink industries in

India.
Mainly considered the competition between Coak V/S Pepsi in India.

Research 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

55
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:

Research Design:-

A research design is defined, as the specification of methods and procedures for acquiring

the Information needed. It is a plant or organizing framework for doing the study and

collecting the data. Designing a research plan requires decisions all the data sources,

research approaches, Research instruments, sampling plan and contact methods.

The study was descriptive kind of research.

Research design is mainly of following types:

1. Exploratory research.

2. Descriptive studies

3. Causal studies/Experimental studies

1. Exploratory research:-

The major purposes of exploratory studies are the identification of problems, the more

precise Formulation of problems and the formulations of new alternative courses of

action. The design of exploratory studies is characterized by a great amount of flexibility

and ad-hoc veracity.

2. Descriptive research:-

56
Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research Questions. The investigator already knows a substantial

amount about the research problem. Perhaps as a Result of an exploratory study, before

the project is initiated. Descriptive research is also characterized by a Preplanned and

structured design.

3. Causal studies/Experimental studies

A casual design investigates the cause and effect relationships between two or more

variables. The hypothesis is tested and the experiment is done. There are following types

of casual designs

a. After only with control design

b. Before after with control design

c. Before after without control design

d. Consumer panel design

e. Ex-post facto design

Research Design has been classified into four subsections they are:

1. Sample selection and size;

2. Sampling procedure;

3. Data collection; and

4. Analytical tools

Sampling Procedure

There are basically two methods of sampling:-

Probability sampling

57
It is also known as random sampling. Under this sampling design every item of the

universe has an equal chance of inclusion in the sample. It is, so to say, a lottery method

in which individual units are picked from the whole group not deliberately but by some

mechanical process. Here it blind chance alone that determines whether one item or the

other is selected. The results obtained from probability sampling can be assured in terms

of probability.

Non Probability sampling

Non Probability sampling is that sampling procedure which does not afford any basis for

estimating the probability that each item in the population has been included in the

sample. In this type of sampling, items for the sample selected deliberately by the

researcher; his choice concerning the items remains supreme.

Data Collection method

Data Collection Method

Primary Secondary

Published Sources Unpublished Sources

58
 Direct personal Interview

Indirect personal Interview Govt. publication

Information from correspondents Report Committees

Mailed questionnaire & Commissions Private Publication

Question filled by enumerators Research Institute

The task data collection begins after research problem has been defined. There are two

methods for data collection.

Secondary data

Secondary data are those data which have been already collected and analyzed by some

earlier agency for its own use; and later the same data are used by a different agency.For

the present study, the survey method was used for collecting primary data. A structured

questionnaire was used for the purpose.

Analytical Data
The data thus collected, was tabulated, interpreted and analyzed with a view to make the

study meaningful. In the present study, hypothesis testing, percentage, frequency and

cross tabulation methods have been used for analysis.

MARKET PERCENTAGE SHARE IN ALL OVER INDIA

Table- 1

Brand Percentage
Pepsi 44%
Coke 51%
Local Brand 5%

Chart- 1

59
Analysis

It is found that 51% market share in India captured by Coak.

Interpretation

From the above analysis the researcher came to know that share of Coak in the Indian

market share is 51% ,Pepsi 44%and local brand 5%..

Thanda chalega kya ... Pepsi and Coke

Soft drinks is perhaps the most hard fought product categories in India in every respect -

media, events, distribution, pricing, communication, endorsements and so on... Every year

it consistently emerges as one of the top 10 categories on television. We, at AdEx India,

have looked at year 2003 to understand the year that was for this exceptionally

competitive segment!

One clear and predictable pattern in 2003 was the two clear peaks of ad spend - one

during the world cup and the other during the festive time. Interestingly, while Pepsi

60
dominated media budgets during World Cup, Coca-Cola seems to have been the dominant

spender in the month of September.

However, this time we at AdEx thought of dwelling on aspects of advertising in terms of

strategy adopted by the different players in this category and the duration of advertising

across genres on TV and press.

This paper tries to throw some light on the following aspects: -

Genre wise and channel wise composition of advertising on TV

Advertising strategy adopted by the aerated soft drink players on TV and press

Zone wise and genre wise advertising on press

Specific case: zone wise and genre wise advertising for Pepsi and Coke

Channel wise and genre wise composition of advertising on TV

Genre wise analysis on aerated drinks establishes that this category is heavily advertised

on feature films, music, cricket and soaps. Major part of the advertising on Cricket can be

attributed to the fact that Pepsi was the official sponsor of the Cricket World Cup 2003.

However, apart from cricket Pepsi is actively present on other types of sports such as

soccer, wrestling etc.

61
On the other hand, 10 per cent of advertising of aerated drinks is concentrated on music

channels, Channel V and MTV scores over others, where Coke has a significant share.

A very interesting insight emerges-- on press about 98 per cent of the advertising for

aerated soft drink is concentrated in the general interest segment. Whereas, only about 2

62
per cent advertising is concentrated on youth, film magazine, business, and women's

magazine, in flight and education and career. And from that 2 per cent share, 1per cent

advertising is done on youth magazine.

Advertising strategy adopted by the aerated soft drink players on TV and press

'Exhibit-4' highlights the strategy undertaken by some of the players in the aerated soft

drink category. Couple of interesting insights transpire. One is how frequently do they

advertise and the duration/CC for which they advertise. Such as, Coke advertises more,

relative to Pepsi both in terms of frequency and duration on TV. While Pepsi scores over

Coke on press.

63
64
Genre wide advertising for Pepsi and Coke(duration)

'Exhibit-5' clearly helps to establish a very interesting fact that Coke is advertised more

on genres such music, soaps, news bulletin and Pepsi is advertised more on sports such as

cricket, soccer and wrestling.

65
Zone wise advertising for Pepsi and Coke (CC)

'Exhibit-6' clearly shows that in terms of advertising on press, Coke is more active in

North, while Pepsi is more active in South.

To summarise...

While most of the brands in the soft drink category follow the media spend distribution

pattern, the trend is different for the leaders- Pepsi and Coke. The differential media

strategies of the two players explains the fact that though the broad target group for the

brands may be the same but they can be reached through different combination of media

vehicles, thereby avoiding the overlap of advertising messages in other words the 'ad

clutter'. However, the marketwise strategy may be specific to each brand.

66
In the article Marketing and globalization written by Lynne Ciochetto it has compared the

different marketing strategies that are used by Pepsi and Coke in India and to grow their

market share. In the article its mentioned various times that Pepsi is a more successful

brand in India that Coca-Cola which left India in 1978 and returned back in 1993. There

is a definite visible marketing war between Coca Cola and Pepsi, and billboards in the

countryside promote their products at prices cheaper than anywhere else in the world, 5

Rs for 200ml is about 10c. Both companies are increasingly targeting the youth market.

Coke made losses in India for many years but was starting to make a profit since the late

1990s.(Ciochetto.l,2004).

In a study conducted by Adex India, analysis on aerated drinks establishes that Pepsi and

coke heavily advertised on feature films, music, cricket and soaps. Major part of the

advertising on Cricket can be attributed to the fact that Pepsi was the official sponsor of

the Cricket World Cup 2003. However, apart from cricket Pepsi is actively present on

other types of sports such as soccer, wrestling etc. On the other hand, 10 per cent of

advertising of aerated drinks is concentrated on music channels, Channel V and MTV

scores over others, where Coke has a significant share. (Adex India 20 Apr 2004)

Pepsi launched an ambitious marketing campaign sponsoring Cricket celebrities and

athletes from the World Cup. Coca-Cola launched its Lifestyle Advertising Campaign as a

method of building brand loyalty among its target markets: India A (18-24 year old

urban youth) and India B (rural youth). They used a music director and an actor to

promote the project. Most importantly, they tried to create a connection between local

idioms and their products so that they would stick. The use of celebrities is a powerful

marketing tool across cultures to promote products. (Augistine.J, 2008)

67
Other then these there have been various studies done under this context such as study

done by Rajat Acharya and Bebjani Mukherjee in which they considered different kinds

of advertising such as targeted, informative and indirect comparison ads were used in

order to augment the demand for products or to encourage customers to switch brands.

Have the large amounts spent on advertising by firms in different industries borne

rewards? How do customers perceive advertisements and how do they impact their

buying decisions?

In one of the other article they have used semi parametric, information-based estimator to

estimate strategies in prices and advertising for Coca-Cola and Pepsi-Cola. Separate

strategies for each firm are estimated with and without restrictions from game theory.

These information/entropy estimators are consistent and efficient. These estimates are

used to test theories about the strategies of firms and to see how changes in incomes or

factor prices affect these strategies. (Golan.A, Karp.S, Perloff.M,2000). With the help ot

this method they were able to flexibly estimate firms strategy subject to restrictions.

To give an overview there are many different strategies adopted by cola majors such as:-

Pepsi has gone in for concentration segmentation since the beginning. Pepsi has targeted

the youth segment instead of trying to be something to all segments. Pepsi has since the

beginning strived its international position as a drink for new generation, and has

succeeded in positioning itself for the younger generation. (ICFAI University press, 2008)

Pepsi Colas Strategy is based on:

Target care brands

Focus on business growth

Satisfy market priorities

68
 Focus on franchising with building care of company owner.

Pepsi also has a very well managed distribution system and coupled with aggressive

marketing and marketing policy has achieved the number one position in India soft

Drinks market. India is one very few countries where Pepsi has been able to beat its rival

Coke for number one spot. (ICFAI University press, 2008)

Coke has a completely different strategy which is the 3As namely: - availability,

affordability and acceptability has its focus on the customers and consumers. It is

basically a strategy to reach increasing number of consumers. (Business world, 2008)

Availability

The main challenge of Coca-Cola is to place within an arms reach of desire. This it

plans to do with improved or innovative new packaging, dispensing systems, distribution

systems and marketing programs. (Business world, 2008)

Affordability

Cola addresses this aspect by making the products available at a price affordable to the

consumer. This is done by continually focusing on making the production and distribution

system more efficient and cost effective. (Business world, 2008)

Acceptability

Acceptability requires the product to be of the highest quality. Also acceptability can be

affected through marketing, sponsorships, promotions community programs etc.

(Business world, 2008)

Pepsi & new advertising strategy

69
With the swinging fortunes of cricket stars, PepsiCo India is gearing up to launch a brand

new advertising campaign for Pepsi without any star endorsers. Currently, PepsiCo India

has twelve star endorsers from Bollywood and the Indian cricket team.

Pepsis new campaign will be a consumercentric advertising campaign without any

celebrities, informed industry sources. Celebrities may come and go but brands are

forever, seems to be PepsiCos new motto.

Incidentally, PepsiCo has not yet renewed Sachin Tendulkars contract which expired in

May this year. According to industry sources, PepsiCo is now shifting its marketing focus

to MS Dhoni, the highest paid IPL player. The company will bring in MS Dhoni to the

centre space from side lines. Of course, PepsiCo will make Dhoni wear some decent

clothes to erase his Lungi-clad image, said Prahlad Kakar, a leading ad film maker in

Mumbai. Remember Pepsi ads featuring Dhoni, captain of the Chennai Super Kings

team?

Enthused by the response to Dhonis Mind it ads, the company will now project Dhoni

as its brand icon in the next few months, predict industry analysts. Young cine stars

Deepika Padukone and Ranbir Kapoor now star in Pepsi Youngistan campaign. Very

soon, we may see Dhoni sharing the screen space with Shar Rukh Khan in Pepsi ads,

added analysts.When contacted by FE, PepsiCo India declined to comment on its

advertising plans.

On PepsiCos shift in strategy, Ramesh Narayan, veteran advertising professional based in

Mumbai said: I think every brand needs to keep in mind its profile. And Pepsi has

always stood for the youth. I do not think it is any comment on Tendulkar as a player but

they need to refresh their stable of sports person with younger people. In sync with its

70
new strategy, PepsiCo has roped in Ishant Sharma and Rohit Sharma to feature in its Yeh

hai Youngistan Meri Jaan-dumping cricket stars Dravid and Ganguly.

Meanwhile, Frito Lay, PepsiCos snack foods arm has revamped its retail strategy by

offering 33% extra in all Lays packs -- at no extra cost. For Kurkere, it is offering 20%

extra. In fact, PepsiCos pricing strategy is quite effective in todays price-sensitive

markets, said a leading retailer in Mumbai.

With the swinging fortunes of cricket stars, PepsiCo India is gearing up to launch a brand

new advertising campaign for Pepsi without any star endorsers. Currently, PepsiCo India

has twelve star endorsers from Bollywood and the Indian cricket team.

Pepsis new campaign will be a consumercentric advertising campaign without any

celebrities, informed industry sources. Celebrities may come and go but brands are

forever, seems to be PepsiCos new motto.

Incidentally, PepsiCo has not yet renewed Sachin Tendulkars contract which expired in

May this year. According to industry sources, PepsiCo is now shifting its marketing focus

to MS Dhoni, the highest paid IPL player. The company will bring in MS Dhoni to the

centre space from side lines. Of course, PepsiCo will make Dhoni wear some decent

clothes to erase his Lungi-clad image, said Prahlad Kakar, a leading ad film maker in

Mumbai. Remember Pepsi ads featuring Dhoni, captain of the Chennai Super Kings

team?

Enthused by the response to Dhonis Mind it ads, the company will now project Dhoni

as its brand icon in the next few months, predict industry analysts. Young cine stars

Deepika Padukone and Ranbir Kapoor now star in Pepsi Youngistan campaign. Very

soon, we may see Dhoni sharing the screen space with Shar Rukh Khan in Pepsi ads,

71
added analysts.When contacted by FE, PepsiCo India declined to comment on its

advertising plans.

On PepsiCos shift in strategy, Ramesh Narayan, veteran advertising professional based in

Mumbai said: I think every brand needs to keep in mind its profile. And Pepsi has

always stood for the youth. I do not think it is any comment on Tendulkar as a player but

they need to refresh their stable of sports person with younger people. In sync with its

new strategy, PepsiCo has roped in Ishant Sharma and Rohit Sharma to feature in its Yeh

hai Youngistan Meri Jaan-dumping cricket stars Dravid and Ganguly.

Meanwhile, Frito Lay, PepsiCos snack foods arm has revamped its retail strategy by

offering 33% extra in all Lays packs -- at no extra cost. For Kurkere, it is offering 20%

extra. In fact, PepsiCos pricing strategy is quite effective in todays price-sensitive

markets, said a leading retailer in Mumbai.

Brand Localization Strategy of COKE

India A: Life ho to aisi

India A, the designation Coca-Cola gave to the market segment including metropolitan

areas and large towns, represented 4% of the countrys population.33 This segment

sought social bonding as a need and responded to aspirational messages, celebrating the

benefits of their increasing social and economic freedoms. Life ho to aisi, (life as it

should be) was the successful and relevant tagline found in Coca-Colas advertising to

this audience.

India B: Thanda Matlab Coca-Cola

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Coca-Cola India believed that the first brand to offer communication targeted to the

smaller towns would own the rural market and went after that objective with a

comprehensive strategy. India B included small towns and rural areas, comprising the

other 96% of the nations population. This segments primary need was out-of-home

thirst-quenching and the soft drink category was undifferentiated in the minds of rural

consumers. Additionally, with an average Coke costing Rs. 10 and an average days

wages around Rs. 100, Coke was perceived as a luxury that few could afford.

In an effort to make the price point of Coke within reach of this high-potential market,

Coca- Cola launched the Accessibility Campaign, introducing a new 200ml bottle,

smaller than the traditional 300ml bottle found in urban markets, and concurrently cutting

the price in half, to Rs. 5.

73
 FINDING

The Indian soft drinks market is at 140 million cases per year. This is very low, even as

compared to Pakistan and Bangladesh. All these factors together have contributed to a

20% growth in the soft drinks industry. If this demand continues to grow at 20% grow at

20% annually, within 10 years the volumes could reach 1 billion cases. This kind of

growth is the reason for the entry of the two giants of the soft drink industry of the world.

Coca-Cola

Pepsi

Coca-Cola and Pepsi together control 97% of the 4 entire Indian markets.

The rest of the 3% is shared by companies like Cadbury-Schweppes and Cola. The

total no. of case sold is 140 million of these 77 million cases of Cola drinks are

sold and 63 million of non-cola drink.

There is a rapid increase in the sale of cola soft drinks. Whereas in 1990, they

accounted for a third of all soft drinks sold, now their share is well over half.

Also cola sales are growing at a faster rate than non-colas.

74
 One of the reasons for this could be the aggressive marketing strategies for Cola

drinks by Pepsi and Coca-Cola. The race to quench the great Indian thirst had

deigned.

Market of Coak in the Indian market is 39%, Pepsi 23% and Mountain Due 15%

and other is 5%.

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 metro
cities consumers, so prefer Pepsi advertisements and other activities of Pepsi, to
that of Coca-Cola.

Share of Coak in the Indian market share is 51%, Pepsi 44%and local brand 5%.

75
 Recommendations

After completion of the research work the researcher came to some conclusions which

could help the company in development & improvement of service process. This is

helpful in future development of the company. The following points come in the

suggestion parts which came after the analysis and conclusion of the research:-

The company should improve the quality of the product.

The company should improve its promotional activities through advertisement,

free gifts coupons etc. Since the price of the product is also an important factor

which influence the purchasing decision so the company should design the

products price according to the customer affordance level.

Company should instruct the sales representatives not to make extra ordinary

commitments on behalf of the company for sale.

The distribution channel should be arranged according to the convenient of the

customer.

soft drink Company should try to emphasis more on providing their

76
 Infrastructure in the market to facilitate their customers.

Soft drink Company should produce their product according to the local

demand.

Marketing team should try to increase the availability of soft drink in rural areas.

Now young generation has a trend to drink coke & other brands 2 regular bottles

at same time, so providing more satisfaction to them company should introduce

liter disposable bottle.

77
 Conclusion

Coca cola one of the most famous brand and also market leader need no introduction. We

can see how it has acquired the whole world. Marketing plan of any product takes a lot of

procedure and plan. Coca Cola has proved to be the market leader in soft drink. It

acquires the maximum. After thorough research, we come to the conclusion that the

marketing strategy of Coca Cola is working for them and the product is gaining

popularity among youth day by day. This project has been helpful in

understanding the meaning of Brand Rivalry. It was noted that Brand

Rivalry is an extra aggressive in competition between two different brands

to reach at number one or to capture more market share. In the most

aggressive variants, ethics, moral values and even the law can be

neglected and it is only a race to reach the number one position which

drives the brand. Through this project we were able to understand how

Pepsi & Coca-Cola were formed and the problem faced by them in the

initial years of operation and how did they overcome all those difficulties.

This project made known to us how Pepsi & Coca-Cola being the prominent brand

rivalries fought fiercely against each other through their production tactics, marketing

strategies and advertisements. All through this war which continues even to this day, both

the brands have done their level best to convince the people that one is better than the

78
other. Through this project we also discussed various differences that exist between the

strategies and techniques adopted by both of them to sell out their product. Therefore, I

hope that the project has met its aim. In fact, all of the battles have seen a conclusion....a

victor and a loser; but in the case of Pepsi & Coca-Cola, while both sides still claim a

victory, the jury is still out the public is still undecided and the soda still stands in

solitude. As the bottom line conclusion, the battle of Coca-Cola versus Pepsi does not

seem to end. It is like they are arch enemies for each other. Nevertheless, it is always

interesting to see the market battle between these two soft drink products.

79
 Limitations of the Research
1. This report covers whole India growth of soft drink industries in India, which is

very difficult to get.

2. In a rapidly changing industry, analysis on one day or in one segment can change

very quickly. The environmental changes are vital to be considered in order to

assimilate the findings.

3. Sometime the gap of communication was come in between the interaction.

4. The time available to conduct the study is little; it being a wide topic has a limited

time.

5. Limited resources are available to collect the information about the soft drink

industries in India
6. Soft drink industries in India are so much volatile and it is difficult to forecast

anything about it.

7. Some of the aspects may not be covered in my study, its gives knowledge about

trading of soft drink industries in India in small prospects and its challenges.

8. Reforms allowed increased integration between domestic and international

markets, and created a need to manage risk.

80
 Bibliography

Books/Magazines Referred:-

Kotler, Philip & Armstrong, Graw - Principle of Marketing,

Pearson Education, New Delhi 2007.Publisher- Dorling

Kindersley (India) Pvt. Ltd.

Kotler, Philip- Marketing Management: Analysis, planning,

Implementations & control, Pearson Education, New Delhi

2003, 11 t h Edition.

Kothari C. R. Research Methodology 2 n d revised edition

2004 published by New Age International Ltd.

Beri- Marketing Research (Tata Mc Graw -Hill), 1993 2 n d

Edition.

Marketing Strategy and Management- Mr. Michael J.

Baker.

Gupta CB-An Introduction to Statistical Method (Vikas),

1995, 9 t h Edition .

Eveready In-house Newsletters.

81
BUSINESS MAGAZINE & NEWS PAPER:

The Times of India

The Economic Times

4Ps, Pitch, Business & Economy

Business Word& Business Standard

Business Today

Business

Internet:

www.google.com

www.wikipedia.org

www.slideshare.net

www.coca-cola.com

www.pepsi.com

www.scribd.com

www.realversus.com

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 www.investmentu.com

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