m Founded by John Pemberton in 1886.

m 1887: Registered as trademark.

m 1895: Sold in every state & territory in US.
m 2003:Headquartered in Atlanta with
divisions & local operations in over 200
countries worldwide.
- 70% income outside US.
m 1977: Coca-cola was thrown out.
m 1993: Re-entry in India.
m 1993-2003 : Invested more than US $1b
in India- top international investor.
m 2003-2008: No. 1 soft drink company in
India.
m 1899: Founded by Caleb Bradham.
m 1902: Applied for trademark in US.
m 1923: Declared bankrupt & assets sold.
m 1985: Gain entry in India
m 1988 - Succeeded with Pepsi Food India
Limited Project as a JV of
- Punjab Agro Industrial corporation
- & Voltas India Limited.
m 1991: Marketed & sold as Lehar Pepsi.
m 1994: Bought out its partner and become a fully
owned subsidiary.
m Today it is the No. 2 soft drink company in India.
COKE PEPSI
m Energy 100 m Energy 97
kcal kcal
m Carbohydrate, by m Carbohydrate, by
difference 27 g difference 27 g
m Sugars, total 27 m Phosphorus, P 41
g mg
m Potassium, K 10 m Sodium, Na 33
mg mg
m Sodium, Na 25
mg
 MARKET SHARE

COCA- PEPSI
COLA
35.6%
57.8%
 Y

Y 
Y 

Y




 
Y


Both Pepsi and Coke follow the Hub and

Spoke model of distribution in rural India.
 Company

Independent Bottlers
(Syrup + Carbonated
Water)
Retailers

Customers
m Sales & Distribution is actually handled by
a large number of bottlers.
m 26 bottling plants
m 60 distribution centers.
m 20 contract packers
m Over 70000 retail outlets serviced via
trucks, converted three wheelers, tricycles
& push carts.
m 300 million soft drink consumers
Aggressive in developing distribution
network & pushing sales force
Pioneer in use of Vending machines and
Restaurant channels
Built up distribution network & bought out
a lot of Bottlers to establish itself in the
market
Production plants and bottling centers
were strategically placed in large cities all
around India
 Focusing on the rural customer as rural
India constituting of 2/3 of India's entire
population
PepsiCo has 37 bottling plants in India,
including 17 company-owned plants and
20 owned by franchisee partners
Earlier COST Competition based
BASED Pricing. Very flexible to come
The Rs. 5 Marketing down with the price
revolution.
very quickly
Nowadays, Coke
spends more on
advertising than
manufacturing
Price
COKE PEPSI

Entered after Pepsi in Pepsi entered in 1988

1993
Gained from demand Had a head-start over
created by Pepsi Coke

Tried to sell an Focused on the Indian

American way of life youth

Failed to resonate as Was successful.

expected
A 

Y



m Ärand Localization Strategy: The Two Indias
m ð

 
m ð

   
m Small bottle scheme.
m Pepsi balance 2 influences in the minds of
the customers:
m µYou¶re cool the way you are¶
m µDon¶t try to be any different¶
m It was positioned as the new µcool¶ icon.
A 

Y



m µNothing Official About It¶
m µYeh Dil Maange More¶
m µMera Number Kab Ayega?¶
m µYeh Pyaas Hai Badi¶
m Ä ttli
m rti i
m r
t 
m tr r t
m
i