SUMMER TRAINING REPORT

ON
A COMPRATIVE ANALYSIS OF CUSTOMER
PREFERENCE FOR PEPSI AND COCA COLA

Submitted in partial fulfillment of the requirement for the award of

the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the supervision of Submitted by

Dr. Tulika Saxena Aparna Gautam

(Asst. Professor)
HR Department MBA 3rd Semesters
Roll No. 1618170046
BATCH 2016-18

SCIENCE AND TECHNOLOGY ENTREPRENEURS

PARK HARCOURT BUTLER TECHNOLOGICAL
INSTITUTE KANPUR
 DECLARATION

I Aparna Gautam have completed my research project on the topic

Comparative analysis of customer preference for Pepsi & Coca cola

I am submitting my research report on the above mentioned the topic which

is my original work and has not been copied from anywhere.
 ACKNOWLEDEGEMENT

On the very outset of this report, I would like to extend my sincere & heartfelt obligation
towards all the per personages who have helped me in this endeavor. Without their active
guidance, help cooperation & encouragement, I would not have made headway in the
project.
I am ineffably indebted to all guide for conscientious guidance encouragement to
accomplish this assignment.
I am extremely thankful and pay my gratitude to my faculty guide Dr. Tulika Saxena
(Guide) for his valuable guidance and support on completion of this project in this
presently.
I extend my gratitude to STEP HBIT for giving me this opportunity.
I also acknowledge with a deep sense of reverence, my gratitude towards my parents and
member of my family, who has always supported me morally as well as economically.
At last but not least gratitude goes to all of my friends who directly or indirectly helped
me to complete this project report.
Any omission in this brief acknowledgment does not mean lack of gratitude.
 PREFACE

Alignment of the finance with the overall strategy of the company is a very big and
toughest challenge for the company.
Marketing is an important part of any business and managing them is an important task.
Our institution has come forward with the opportunity to bridge the gap by imparting
modern scientific management principle underlying the concept of the future prospective
managers.
To the emphasis on practical aspect of management education the faculty of STEP HBIT
has with a modern system of practical project of report and following management
technique to the student as integral part of MBA.

The process of innovation becomes very expensive due to different liking. So every

organization before even a small change prefers to study thoroughly its acceptance level

by a people of specific location or all over.

 CONTENTS

Sr. No. Content Page

no.
Certificate I
Declaration II
Acknowledgement III
Preface IV
1. INTRODUCTION 6-17
2. INDUSTRY PROFILE 18-23
3. COMPANY PROFILE 24-74
4. OBJECTIVE OF STUDY 75-76
5. RESEARCH METHODOLOGY 77-80
6. DATA ANALYSIS 81-89
7. FINDING 90-91
8. CONCLUSION 92-93
9. SUGGESSTION 94-95
10. LIMITATION 96-97
11. BIBLIOGRAPHY 98-102

1
 INTRODUCTION

This project is focused on studying the various marketing

strategies of Coca-Cola and the scenario of Indian soft drink
industry in the 1990s.
Coca-Cola Co., the global soft drink industry leader controlled
Indian soft drink industry till 1977. Then Janta Party beats the
Congress Party and the Central Government was changed. This
change brought problems for Coca-Cola principle bottler, who
was a big supporter of Gandhi Family. Now Janta Party
government demanded that Coca-Cola should transfer its syrup
2
formula to an India subsidiary (Chakravarty, 43). Because of this
Coca-Cola backed and withdrew from the country. In the mean
time, Indias two target soft drink producers have gotten rich.
Who were controlling 80% of the Indian soft drink industry.
In 1993, the coco-Cola company came back to India. But the
scenario of Indian soft drink industry had been changed from
1977 to 1993. The competition in the soft drink industry had
become very tough. The major competitor at that time was Pepsi
and Parle. Parles best known brands include ThumsUp, Limca,
Citra and others were Gold Spot and Maaza. At that time Parle
had a market share of 53% and Pepsi had a market share of 20%.
Now Coca-Cola had to make some strategies to survive in this
tough competition. For this Coca-Cola decided to take over
Parle, so that the company can take the advantage of Parles
network. This decision was proved very beneficial for Coke as it
had ready access to over 2,00,000 retailer outlets and 60 bottlers
of Parles network.
The marketing strategies which were made by Coca-Cola
company to win the Cola war in 1990s had been very successful
as Coca-Cola company had a total market share of 48.3% in
1998.
So, the Indian soft drink industry saw a dramatic change in the
decade of 1990s. All the companies were trying to win the battle
by making good marketing strategies.
These days Coke and Pepsi are using the 4Ps of marketing mix
(Price, Product, Place and Promotion) in such a way so that a
good quality can be provided to the consumers at a reasonable
price to attract the consumers towards their brands.

Both the companies know that there is so much potential in the

Indian soft drink industry and the can increase their sales by

3
making good marketing strategies. So, they are spending a huge
amount of money on advertising and other sales promotional
activities of their brands.

4
 INDUSTRY PROFILE

HISTORY OF SOFT DRINKS

The history of soft drinks began with the end of the last century.
Its history dates back to the civil war in USA in 1860. At the
time people were suffering from many diseased.

Problem at that time was how to cure all these disease since no
remedy was present at that time. It was a big question for
American people. So in 1885 Mr. Jihn Palmwartion, who lived
in Antonica, made a drink and registered it as FRENCH WINE
COLA. In the beginning the drink was made with mixture of
cocaine and alcohol but later on it was converted and changed
into a soft drink. Now it is named as Coca-Cola. A new brand
named Pepsi-Cola came in the year 1887.

Around 1984 the first branded soft drink came in the Indian
market. This soft drink was named as Gold Spot. Parle
Exports Pvt. Ltd. was the first Indian Company to introduce a
lemon soft drink, this drink was known as Limca and it was
introduced in 1970s. However, before this drink had introduced
Cola Pepino which was withdrew in face of tough competition.

In the year 1977 Coca-Cola left Indian market and this brought
in an opportunity for various Indian companies to show their
caliber. At this time a new soft drink was introduced by Parle
Products and this was names as Thums-Up.

This was a Coca-Cola drink which had a burnt sugar colour. This
drink was introduced with a mighty Happy Days Are Here
Again. There was another company named Pure Drinks which

5
introduced the soft drink named Campa Cola along with
orange and lemon flavour.

Just after this many more companies entered the Indian soft
drink market. A soft drink named Double-7 had been
introduced by a company Modern

Bakers. Another company, Mohan Meakins also came with a

soft drink named Marry & Puck-Up. Mcdowell came with
Thrill, Rush, Sprit. Previously there was no competition in
the Indian soft drink market but with all these companies coming
in the Indian market a huge competition was taking place with
high voltage advertisement. But in the year 1988 Pepsi-Cola was
given permission to sell its soft drinks in the Indian market by
the Government of India. Coca-Coal also came back in 1993.

6
 SOFT DRINK MARKET IN INDIAN SCENARIO

Indian soft drink industry is witnessing a boom time. Its growth

rate is around 30%. With such a high growth rate, volume could
reach billion crates within 10 years. Two major multinational
companies are fighting to grab a major chunk of business from
Indian markets. These are Pepsi-Cola & Coca-Cola. Both of
these companies have seen an enormous potential in this
country. Consequently, by world standard, Indian per capita
consumption of soft drinks, is still very low. Therefore these soft
drinks grants feel that capita consumption can only grow up.
Soft drink industry has already seen an estimated sale of around
200 million cases in 1997(1 case = 24 bottles) which is 30
million crates higher than last years sale 170 million in 1996.
The main reason for such a high growth rate is heightened
competition between Pepsi-Cola & Coca-Cola, being a new
entrant is far behind.

India is actually more vivid in taste and preference than any

other country market. Delhi jar instance, accounts for about 20%
of total soft drinks consumption in terms of sales.

7
There are about 6,50,000 soft drink retailers in India and their
number is increasing day by day. This actually means that there
is just one soft drink retailer on a population of 34,000
approximately which is far below the international standard.
Where as Philippines has one soft drink retail counter over a
population of 150 people i.e. 6,50,000 outlets on a population of
60 million.

THE INDIAN COLA SCENARIO

The cola market in India is dominated by two global players

Pepsi-Cola and Coca-Cola. Pepsi entered the Indian market in
1993. Worldwide beverage business is bright and Pepsis life, its
only business. Deep blue Pepsi, is broad based food and
beverage company deriving more than 60% of its sales and
operating profits from its snacks food and restaurants business.
Both Pepsi foods and Coca-Coal India have hit upon same
strategy create awareness by increasing noise levels reduce
prices to incuse trials and later increase price once consumer
trials have begun.

8
Pepsi-Cola has taken the more capital intensive route of owning
and running its own bottling plants (Company Operated Bottling
Operations or COBO), alongside those of its franchisees. Coca-
Cola is mainly franchisee driven operations with the company
supplying its soft drink concentrate(that sector portion) to its
bottles around the world(Franchisee Operated/Owned Bottling
Operations or FOBO)

PEPSI-COLA:-

India figures amongst the top three focus countries on Pepsis

horizon sharing the honors with China and Russia. The Indian
PepsiCo has pumped in Rs. 300 crore would be investing the
similar amount of money in near future. In 1994, Pepsi bought
over Dukes in Bombay, which was bought over lock, stock and
brand, Rs. 45 crore, COBO account for half of Pepsis total soft
drink sales. Pepsi-Cola has single mindedly focused on brand
Pepsi and has become virtually a one brand company.

COCA-COLA:-

Coca-Cola re-entered in India after 17 years in 1993. By

striking a $40 m deal with Parle it got an instant access to the
vast Indian soft drink market. Coca-Cola is having a multi brand
strategy and is looking for a great volume opportunity in India.
Coca-Cola spending on advertisement and recently sponsored
the Wills World Cup cricket service. Coca-Cola is about to invest
Rs. 2,400 crores for setting up two subsidiaries in India. Within
its classic Coca-Cola speak focus, focus, focus and stem roll
ahead.

9
10
 COMPANY PROFILE

The Coca-Cola Company

Type Cola
Manufacturer The Coca-Cola Company
Country of origin United States
Introduced May 8, 1886; 131 years ago
Color Caramel E-150d
Flavor Cola
Variants Diet Coke
Diet Coke Caffeine-Free
Caffeine-Free Coca-Cola
Coca-Cola Zero
Coca-Cola Cherry
Coca-Cola Citra
Coca-Cola Life

Related products Pepsi

RC Cola
Afri-Cola
Postobn
Inca Kola

11
 Kola Real
Cavan Cola
Website www.coca-colacompany.com

12
 HISTORY
19th-century historical origins

This Coca-Cola advertisement from 1943 is still displayed

in Minden, Louisiana.

Confederate Colonel John Pemberton, who was wounded in

the American Civil War and became addicted to morphine,
began a quest to find a substitute for the problematic drug. The
prototype Coca-Cola recipe was formulated at Pemberton's
Eagle Drug and Chemical House, a drugstore
in Columbus, Georgia, originally as a coca wine. He may have
been inspired by the formidable success of Vin Mariani, a
French coca wine.

In 1885, Pemberton registered his French Wine Coca nerve

tonic. In 1886, when Atlanta and Fulton
County passed prohibition legislation, Pemberton responded by
developing Coca-Cola, a nonalcoholic version of French Wine
Coca. 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 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, indigestion, nerve disorders, headaches, and

13
impotence. Pemberton ran the first advertisement for the
beverage on May 29 of the same year in the Atlanta Journal.

Eagle Drug and Chemical House, Columbus, Georgia

By 1888, three versions of Coca-Cola sold by three separate

businesses were on the market. A co-partnership had been
formed on January 14, 1888 between Pemberton and four
Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O.
Mullahy and E.H. Blood worth. Not codified by any signed
document, a verbal statement given by Asa Candler years later
asserted under testimony that he had acquired a stake in
Pemberton's company as early as 1887. John Pemberton
declared that the name "Coca-Cola" belonged to his son,
Charley, but the other two manufacturers could continue to use
the formula.

Early Coca-Cola bottling machine at Biedenharn Museum and

Gardens in Monroe, Louisiana

14
Charley Pemberton's record of control over the "Coca-Cola"
name was the underlying factor that allowed for him to
participate as a major shareholder in the March 1888 Coca-Cola
Company incorporation filing made in his father's place.
Charley's exclusive control over the "Coca Cola" name became a
continual thorn in Asa Candler's side. Candler's oldest son,
Charles Howard Candler, authored a book in 1950 published
by Emory University. In this definitive biography about his
father, Candler specifically states: ". on April 14, 1888, the
young druggist [Asa Griggs Candler] purchased a one-third
interest in the formula of an almost completely unknown
proprietary elixir known as Coca-Cola."

Old German Coca-Cola bottle opener.

The deal was actually between John Pemberton's son Charley

and Walker, Candler & Co. with John Pemberton acting as
cosigner for his son. For $50 down and $500 in 30 days, Walker,
Candler & Co. obtained all of the one-third interest in the Coca-
Cola Company that Charley held, all while Charley still held on
to the name. After the April 14 deal, on April 17, 1888, one-half
of the Walker/Dozier interest shares were acquired by Candler
for an additional $750.

The Coca-Cola Company

15
Believed to be the first coupon ever, this ticket for a free glass of
Coca-Cola was first distributed in 1888 to help promote the
drink. By 1913, the company had redeemed 8.5 million tickets.

In 1892, Candler set out to incorporate a second company; "The

Coca-Cola Company" (the current corporation). When Candler
had the earliest records of the "Coca-Cola Company" burned in
1910, the action was claimed to have been made during a move
to new corporation offices around this time.

After Candler had gained a better foothold on Coca-Cola in

April 1888, he nevertheless was forced to sell the beverage he
produced with the recipe he had under the names "Yum Yum"
and "Koke". This was while Charley Pemberton was selling the
elixir, although a cruder mixture, under the name "Coca-Cola",
all with his father's blessing. After both names failed to catch on
for Candler, by the middle of 1888, the Atlanta pharmacist was
quite anxious to establish a firmer legal claim to Coca-Cola, and
hoped he could force his two competitors, Walker and Dozier,
completely out of the business, as well.

On August 16, 1888, Dr. John Stith Pemberton suddenly died,

Asa G. Candler then sought to move swiftly forward to attain his
vision of taking full control of the whole Coca-Cola operation.

Charley Pemberton, an alcoholic, was the one obstacle who

unnerved Asa Candler more than anyone else. Candler is said to
have quickly maneuvered to purchase the exclusive rights to the
name "Coca-Cola" from Pemberton's son Charley right after Dr.

16
Pemberton's death. One of several stories was that Candler
bought the title to the name from Charley's mother for $300;
approaching her at Dr. Pemberton's funeral. Eventually, Charley
Pemberton was found on June 23, 1894, unconscious, with a
stick of opium by his side. Ten days later, Charley died at
Atlanta's Grady Hospital at the age of 40.

In Charles Howard Candler's 1950 book about his father, he

stated: "On August 30th [1888], he [Asa Candler] became sole
proprietor of Coca-Cola, a fact which was stated on letterheads,
invoice blanks and advertising copy."

With this action on August 30, 1888, Candler's sole control

became technically all true. Candler had negotiated with
Margaret Dozier and her brother Woolfolk Walker a full payment
amounting to $1,000, which all agreed Candler could pay off
with a series of notes over a specified time span. By May 1,
1889, Candler was now claiming full ownership of the Coca-
Cola beverage, with a total investment outlay by Candler for the
drink enterprise over the years amounting to $2,300.

In 1914, Margaret Dozier, as co-owner of the original Coca-Cola

Company in 1888, came forward to claim that her signature on
the 1888 Coca-Cola Company bill of sale had been forged.
Subsequent analysis of certain similar transfer documents had
also indicated John Pemberton's signature was most likely a
forgery, as well, which some accounts claim was precipitated by
his son Charley.

On September 12, 1919, Coca-Cola Co. was purchased by a

group of investors for $25 million and reincorporated. The
company publicly offered 500,000 shares of the company for
$40 a share.

17
In 1986, The Coca-Cola Company merged with two of their
bottling operators (owned by JTL Corporation and BCI Holding
Corporation) to form Coca-Cola Enterprises Inc. (CCE).

In December 1991, Coca-Cola Enterprises merged with the

Johnston Coca-Cola Bottling Group, Inc.

Origins of bottling

Bottling plant of Coca-Cola Canada Ltd. January 8,

1941. Montreal, Canada.

The first bottling of Coca-Cola occurred in Vicksburg,

Mississippi, at the Biedenharn Candy Company in 1891. The
proprietor of the bottling works was Joseph A. Biedenharn. The
original bottles were Biedenharn bottles, very different from the
much later hobble-skirt design of 1915 now so familiar.

It was then a few years later that two entrepreneurs

from Chattanooga, Tennessee, namely; Benjamin F.
Thomas and Joseph B. Whitehead, proposed the idea of bottling
and were so persuasive that Candler signed a contract giving
them control of the procedure for only one dollar. Candler never
collected his dollar, but in 1899, Chattanooga became the site of
the first Coca-Cola bottling company. Candler remained very
content just selling his company's syrup. The loosely termed
contract proved to be problematic for The Coca-Cola Company
for decades to come. Legal matters were not helped by the
decision of the bottlers to subcontract to other companies,

18
effectively becoming parent bottlers. This contract specified that
bottles would be sold at 5 each and had no fixed duration.

20th century

The first outdoor wall advertisement that promoted the Coca-

Cola drink was painted in 1894 in Cartersville, Georgia. Cola
syrup was sold as an over-the-counter dietary supplement for
upset stomach. By the time of its 50th anniversary, the soft drink
had reached the status of a national icon in the USA. In 1935, it
was certified kosher by Atlanta Rabbi Tobias Geffen, after the
company made minor changes in the sourcing of some
ingredients.

Original framed Coca-Cola artist's drawn graphic presented by

The Coca-Cola Company on July 12, 1944 to Charles Howard
Candler on the occasion of Coca-Cola's "1 Billionth Gallon of
Coca-Cola Syrup."

19
Claimed to be the first installation anywhere of the 1948 model
"Boat Motor" styled Coca-Cola soda dispenser, Fleeman's
Pharmacy, Atlanta, Georgia. The "Boat Motor" soda dispenser
was introduced in the late 1930s and manufactured till the late
1950s. Photograph circa 1948.

The longest running commercial Coca-Cola soda fountain

anywhere was Atlanta's Fleeman's Pharmacy, which first opened
its doors in 1914. Jack Fleeman took over the pharmacy from his
father and ran it until 1995; closing it after 81 years. On July 12,
1944, the one-billionth gallon of Coca-Cola syrup was
manufactured by The Coca-Cola Company. Cans of Coke first
appeared in 1955.

New Coke
Main article: New Coke

20
The Las Vegas Strip World of Coca-Cola museum in 2003

On April 23, 1985, Coca-Cola, amid much publicity, attempted

to change the formula of the drink with "New Coke". Follow-up
taste tests revealed most consumers preferred the taste of New
Coke to both Coke and Pepsi[40] but Coca-Cola management was
unprepared for the public's nostalgia for the old drink, leading to
a backlash. The company gave in to protests and returned to a
variation of the old formula using high fructose corn syrup
instead of cane sugar as the main sweetener, under the name
Coca-Cola Classic, on July 10, 1985.

21st century

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 removed
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

21
word "Classic" on the labels of 16-US-fluid-ounce (470 ml)
bottles sold in parts of the southeastern United States. [43] The
change is part of a larger strategy to rejuvenate the product's
image.[43] The word "Classic" was removed from all Coca-Cola
products by 2011.

In November 2009, due to a dispute over wholesale prices of

Coca-Cola products, Costco stopped restocking its shelves with
Coke and Diet Coke for two months; a separate pouring rights
deal in 2013 saw Coke products removed from Costco food
courts in favor of Pepsi. Some Costco locations (such as the ones
in Tucson, Arizona) additionally sell imported Coca-Cola from
Mexico with cane sugar instead of corn syrup from separate
distributors. Coca-Cola introduced the 7.5-ounce mini-can in
2009, and on September 22, 2011, the company announced price
reductions, asking retailers to sell eight-packs for $2.99. That
same day, Coca-Cola announced the 12.5-ounce bottle, to sell
for 89 cents. A 16-ounce bottle has sold well at 99 cents since
being re-introduced, but the price was going up to $1.19.

In 2012, Coca-Cola resumed business in Myanmar after 60 years

of absence due to U.S.-imposed investment sanctions against the
country. Coca-Cola's bottling plant will be located
in Yangon and is part of the company's five-year plan and $200
million investment in Myanmar. Coca-Cola with its partners is
to invest USD 5 billion in its operations in India by 2020. In
2013, it was announced that Coca would be introduced
in Argentina that would contain Stevie and sugar.

In August 2014 the company announced it was forming a long-

term partnership with Monster Beverage, with the two forging a
strategic marketing and distribution alliance, and product line
swap. As part of the deal Coca-Cola was to acquire a 16.7%

22
stake in Monster for $2.15 billion, with an option to increase it
to 25%.

23
 Logo design

The Coca-Cola logo was created by John Pemberton's

bookkeeper, Frank Mason Robinson, in 1885.Robinson came up
with the name and chose the logo's distinctive cursive script. The
writing style used, known as Spencerian script, was developed in
the mid-19th century and was the dominant form of formal
handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola

advertising. His promotional suggestions to Pemberton included
giving away thousands of free drink coupons and plastering the
city of Atlanta with publicity banners and streetcar signs.

24
 CSR (COMPANY SOCIAL RESPONSBILITY)
One great earmark that the Coca-Cola Company has is helping
the people of Atlanta. They accomplish this through
scholarships, hotlines, donations and contributions. Another
large accomplishment that the Coca-Cola has, is being the first
company to make and use recycled plastic bottles.

JOHN PEMBERTON
COKE IN INDIA
Despite the formidable track of its parent $18 billion giant in
Atlanta USA.Coke India record 1800 crore soft drink makers is
prominent.Cocacola entered in India market after 16 years from
Hathras Dec 1993.Cocacola became the undisputed leader of the
Indian soft drink market because of their aquiring rights of
Ramesh Chauhan aerated Parle drinks with one stroke of pen
and a bill of 140 crore, coke picked by five brands Thums up,
limca, Goldspot, Citra, Maaza with a combined rate of 65% with
Thumsup alone accounting for 56% then 650 crore segment.
BENCHMARK

25
 Cocacola ranks no.1 brand in the world by the business
world survey followed by companies like Microsoft and
IBM.
Cocacola is the market leader in the whole world in
beverage industry.
Business week magazine ranks Coca-Cola on 4th position
in Indian FMCG industry.
Coca-Cola enjoys approx 60% market share in Indian
beverage industry.

Understand how The Coca-Cola Company works with more

than 300 bottlers to produce, deliver, market and sell products
around the world.

26
 HISTORY OF BOTTLING

Coca-Cola originated as a soda fountain beverage in 1886

selling for five cents a glass. Early growth was impressive, but it
was only when a strong bottling system developed that Coca-
Cola became the world-famous brand it is today.

1894 A modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new

fountain beverage called Coca-Cola impressed the store's owner,
Joseph A. Biedenharn. He began bottling Coca-Cola to sell,
using a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the

Company. Candler thanked him but took no action. One of his
nephews already had urged that Coca-Cola be bottled, but
Candler focused on fountain sales.

1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they
could build a business around bottling Coca-Cola. In a meeting
with Candler, Benjamin F. Thomas and Joseph B. Whitehead
obtained exclusive rights to bottle Coca-Cola across most of the
United States (specifically excluding Vicksburg) -- for the sum
of one dollar. A third Chattanooga lawyer, John T. Lupton, soon
joined their venture.

27
 INDUSTRIAL PROFILE
SOFT DRINKS INDUSTRY IN INDIA
BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

Since the early 1990s Coca-Cola Corporation and

PepsiCo have been combating on what is known as the
Beverage Battlefield in India. Today India is one of the most
sought after countries for foreign investments because of their
continually growing market opportunities. However during
Coca-Cola and Pepsis attempts to broaden their global
consumer bases both companies encountered several
obstructions on their pursuits of conquering the Indian soft drink
market.

28
INTIAL DIFFICULTIES
From a historical standpoint, Coca-Cola and Pepsi were
facing obstructions even before entering the market in the late
1980s. Coca-Colas past venture in India had ended on bad
terms with the Indian government when they refused to offer up
their trade secrets. During the absence of foreign investment in
the soft drink industry in India a local company, Parle, became
the market leader. Parle invested a great deal into their leading
brand, Thums Up, and played a dominant role in the soft drink
industry until the liberalization of the Indian economy in 1991.
After this time many of the political and legal obstacles facing
Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES
Other political challenges hindered the success of Coca-
Cola and Pepsi in India as well. In 2003, when the United States
and Britain invaded Iraq, the All-India Anti-Imperialist Forum
called a boycott on goods from America and India. Indians
protested American companies for the war and specifically
targeted Coca-Cola and Pepsi products. While the war was
beyond control for these two companies, management perhaps
couldve done more to not only attempt to predict the backlash
from Indian consumers due to the war, but also couldve created
advertisement campaigns to address the situation.
While political and legal factors produced problems for
Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of
things to prevent that situation from happening. Both companies
heavily participated in the cultural festival of Navratri in western
India to promote their products and create brand awareness in a
culturally traditional setting. The companies also produced
television and print advertisements that linked important Indian

29
themes to their products by building a connect using the
relevant local idioms Coca-Cola and Pepsi both utilized popular
Indian sporting events, athletes, and celebrities to endorse their
products. Both companies couldve made the mistake of using
American celebrities or already made American commercials to
advertise their products in India, but instead made the right move
by making advertisements to specifically target their foreign
market.

PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by
adapting to cultural barriers in India. One such barrier was the
affordability of products for Indians. Because India is a country
where people are known to live on very little a day, the idea of
getting people to spend what little they have on a soft drink
could be quite a stretch. However Coca-Cola India went with an
aggressive pricing policy and reduced the price of their soft
drinks in 2003 from 15% to 25% nationwide. To compete
competitively in the market, Pepsi reduced their prices as well.
This move allowed both companies to offer products that were
affordable to the target market in India but also encouraged more
Indians to consume Pepsi and Coca-Cola products.
Both companies also created smaller sized bottles to
allow for lower prices for Indian consumers. Coca-Cola and
Pepsi created bottles ranging in size from 200 ml to 500 ml to
adapt to cultural needs and increase their sales. By offering
smaller sized bottles many consumers also increased the
frequency in which they were purchasing the soft drinks.
COCACOLA IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977
when it left rather than reveals its formula to the government and

30
reduces its equity stake as required under the Foreign Exchange
Regulation Act (FERA) which governed the operations of
foreign companies in India. After a 16-year absence, Coca-Cola
returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top
soft-drink brands and bottling network. Cokes acquisition of
local popular Indian brands including Thums Up (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot
provided not only physical manufacturing, bottling, and
distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to
exploit the benefits of global branding and global trends in tastes
while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international
family of brands, including Coca- Cola, diet Coke, Sprite and
Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy
drink and the powdered concentrate Sun fill hit the market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion
in India, making it one of the countrys top international
investors.22 By 2003, Coca-Cola India had won the prestigious
Woodruff Cup from among 22 divisions of the Company based
on three broad parameters of volume, profitability, and quality.
Coca-Cola India achieved 39% volume growth in 2002 while the
industry grew 23% nationally and the Company reached
breakeven profitability in the region for the first time.23
Encouraged by its 2002 performance,
Coca-Cola India announced plans to double its capacity at an
investment of $125 million (Rs. 750 crore) between September
2002 and March 2003.24 Coca-Cola India produced its
beverages with 7,000 local employees at its twenty-seven

31
wholly-owned bottling operations supplemented by seventeen
franchisee-owned bottling operations and a network of twenty-
nine contract-packers to manufacture a range of products for the
company. The complete manufacturing process had a
documented quality control and assurance program including
over 400 tests performed throughout the process.
The complexity of the consumer soft drink market demanded a
distribution process to support 700,000 retail outlets serviced by
a fleet that includes 10-ton trucks, open-bay three wheelers, and
trademarked tricycles and pushcarts that were used to navigate
the narrow alleyways of the cities.25 In addition to its own
employees, Coke indirectly created employment for another
125,000 Indians through its procurement, supply, and
distribution networks.

32
Our promise keeping that promise requires the Coca-Cola
system to keep pace with new regulations, industry best
practices, marketplace conditions and ever-increasing
customer and consumer expectations. By periodically
evolving, we ensure that TCCQS:
Embodies the most up-to-date, stringent manufacturing
practices because Coca-Cola is the Symbol of Quality.
Concentrates on customer and consumer satisfaction
because Coca-Cola is Customer and Consumer Satisfaction.
Provides a framework for safety and environmental
stewardship because Coca-Cola is a Responsible Citizen of
the World.

33
 The Coca-Cola Company Fact Sheet
The Coca-Cola Company is the worlds largest beverage
company, refreshing consumers with nearly 500 sparkling and
still brands. Along with Coca-Cola, recognized as the worlds
most valuable brand, the Companys portfolio includes 12 other
billion dollar brands, including Diet Coke, Fanta, Sprite,
Coca-Cola Zero, vitamin water, POWERADE,Minute
Maid and Georgia Cope. Globally, we are the No. 1 provider
of sparkling beverages, juices and juice drinks and ready-to-
drink teas and coffees. Through the worlds largest beverage
distribution system, consumers in more than 200 countries enjoy
the Companys beverages at a rate of nearly 1.6 billion servings
a day. With an enduring commitment to building sustainable
communities, our Company is focused on initiatives that protect
the environment, conserve resources and enhance the economic
development of the communities where we operate.
Fast Facts:
Established: 1886
Ranking: We own 4 of the worlds top 5 nonalcoholic sparkling
beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta
Company Associates: 92,400 worldwide (as of December 31,
2008)
Operational Reach: 200+ countries
Consumer Servings (per day): nearly 1.6 billion
Beverage Variety: We offer more than 3,000 products including
diet and regular sparkling beverages, and still beverages such as
100 percent juices, juice drinks, waters, sports and energy
drinks, teas and coffees, and milk- and soy-based beverages.
New York Stock Exchange Ticker Symbol: KO
PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANY

34
The Coca-Cola Company offers a wide range of products to the
customers including beverages, fruit juices and bottled mineral
water. The Company is always looking to innovate and come up
with, either complete new products or new ways to bottle or
pack the existing drinks. The Coca-Cola Company has a wide
range of products out of which the following products are
marketed by HCCBPL:

In the Cola Section:

In the Lemon Section

35
 In the Orange & Apple section:

In the mango section:

In the juice section :

In the Soda Water and Bottled Mineral Water

section:

36
37
BRANDS TAGLINE
Thumsup - Taste the thunder
Cocacola - Open happiness
Sprite - Seedhi baat no bakwaas , clear hai
Limca - Fresh ho jao
Fanta - Go bite
Maaza - Bina guthli wala aam

BRAND AMBASSDORS
Thumsup -Akshay Kumar
Cocacola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia Dsouza
Limca -Riya Sen

38
 ABOUT BRANDS

THUMSUP
It is the leading brand of the company. It has cola flavor.
ThumsUp is the highest selling beverage brand of India. Mostly
like by the youngsters specially boys.
The competitor of the brand on same category is Pepsi.
COCACOLA
This is the worlds most famous & old brand. This brand is
specially liked by teenagers & youngsters.
The competitor on the cola category is Pepsi.
SPRITE
This brand is the one of the fastest growing brand in the country.
Sprite is liked by all age groups & people. Jan 09 report of The
times of India claims sprite to be the second brand in sales after
ThumsUp
Competitor: 7up & Mountain dew
LIMCA
Limca is cloudy lemon in flavor. This is very unique in this
category .It has white in color.
FANTA
Competitor: Nimbuz
Fanta has two flavors apple & orange. This is very popular drink
among females.
Competitor: Mirinda, Parles Appy fizz
MAAZA
This has mango flavor. Maaza is popular among children and
women.
Competitor: Slice, frooti
MINUTE MAID pulpy orange

39
 This is orange juice .This contains no sugar & added flavor .This
is a family drink.
Competitor: Tropicana
KINLEY
This comes in two variety-mineral water & soda. Mineral water
is used by all but soda is commonly used for alcoholic purpose
by adult people.
Competitor: Aquafina, Bisleri

PACKAGING DETAILS

PAC MAAZA COKE THUMS FANTA SPRITE LIMCA SODA

UP
K
300M NO YES YES YES YES YES NO
L
200M YES YES YES YES YES YES NO
L
250M YES NO NO NO NO NO YES
L
2 LTR YES YES YES YES YES YES NO

600M YES YES YES YES YES YES YES

L
1.2 YES NO NO NO NO NO NO
LTR YES YES YES
1 LTR

40
 NUMBER OF BOTTLES IN A CASE

PACK NO.OF BOTTLES IN A CASE

300ML 24

200ML 24

250ML 24

2 LITRES 9

600ML 24

1.2 LTR 12

1 LTR 6

41
 COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft

drinks in India, followed by PepsiCo India Holdings Pvt Ltd in
2006. Whilst the retail volume shares of Coca-Cola India and
PepsiCo India slipped in 2006, as a result of the growing health
concerns caused by the aftermath of the pesticides controversy,
both maintained a comfortable lead over the other
manufacturers. Parle, Bisleri Ltd has steadily gained shares from
the carbonates giants over the review period, to emerge as the
third ranked company in 2006. The battleground for beverages
has moved from carbonates to bottled water and fruit/vegetable
juice, with manufacturers turning their attention towards these
healthier beverages, as consumer interest continues to surge
forward. A number of new players have entered fruit/vegetable
juice and bottled water, vying for a slice of the growing pie.

While cricket had always been the most popular sport in India,
with new technology coming into cricket from coverage to
sports gear to day/night versions of the game, it was set to
acquire the status of a religion in the sub-continent. Pepsi picked
up the opportunity early on by not only contracting the rights to
all Tests and One Day Internationals (ODIs) played in India, but
also signing up top performers early such as Sachin Tendulkar
and Rahul Dravid and creating some very cutting edge and
memorable advertising campaigns with them.

42
 The distribution network of Coca cola had 6.5 lacks
outlets across the country, which the company is
planning to increase to 8 lacks . On the other hand Pepsi
Co's distribution network had 6 lacks. Outlets across the
country which it is planning to increase to 7.5 Lacks.

New Folder Financial Overview

43
 VISION & MISSION
Our Mission

Our Roadmap starts with our mission, which is enduring. It

declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.

To refresh the world.

To inspire moments of optimism and happiness.

To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides
every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable, quality
growth.

People: Be a great place to work where people are

inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality

beverage brands that anticipate and satisfy people's
desires and needs.

Partners: Nurture a winning network of customers and

suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference

by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while

being mindful of our overall responsibilities.

44
 Productivity: Be a highly effective, lean and fast-
moving organization.

45
Live Our Values

Our values serve as a compass for our actions and describe how
we behave in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

46
 BOARD OF DIRECTOR

Herbert A. Allen

President, Chief Executive Officer and Director, Allen &

Company Incorporated

Ronald W. Allen
Former Chairman of the Board, President and Chief Executive
Officer, Aarons Inc. and Delta Airlines, Inc.

Marc Bolland

Former Chief Executive Officer and Director, Marks & Spencer

Group plc

Ana Botn

Executive Chairman, Banco Santander, S.A.

Howard G. Buffett

President, Buffett Farms; Chairman and Chief Executive Officer,

Howard G. Buffett Foundation
Richard M. Daley

Executive Chairman, Tur Partners LLC; Of Counsel, Katten

Muchin Rosenman LLP

Barry Diller

Chairman of the Board and Senior Executive,

IAC/InterActiveCorp and Expedia, Inc.

Helene D. Gayle

Chief Executive Officer, McKinsey Social Initiative

Evan G. Greenberg
47
Chairman and Chief Executive Officer, Chubb Limited

Alexis M. Herman

Chair and Chief Executive Officer, New Ventures LLC

Muhtar Kent

Chairman of the Board and Chief Executive Officer, The Coca-

Cola Company

Bobby Kotick

President, Chief Executive Officer and Director, Activision

Blizzard, Inc.

Maria Elena Lagomasino

Chief Executive Officer and Managing Partner, WE Family

Offices

Sam Nunn

Co-Chairman and Chief Executive Officer, Nuclear Threat

Initiative (NTI)

David B. Weinberg

Chairman of the Board and Chief Executive Officer, Judd

Enterprises, Inc.

ADVERTISING

Advertising is a non promotion of goods & services by sponsor

who can identified and who has paid for his communication.

48
Their purpose of advertisement is to sell something goods or
services, idea , person or place.

BRAND AMBASSADORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (left) for PepsiCos Miranda,

Genelia Dsouza (Right) for coca colas Fanta

49
.

50
Bollywood star Aamir Khan for Coke

51
Bollywood star Akshay kumar for Thums up

52
 Sprite seedhi baat TV
add

Limca fresh ho jao TV add

Minute maid pulpy orange TV add

53
Bollywood superstar Shahrukh Khan new Brand Ambassador of
Sprite

54
PROMOTION BY THE COMPANY
Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

Sprite kholega toh bolega IPL Season 4

Riding on the passion of T20 cricket amongst consumers, Brand

Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR)
had announced the launch of a Special edition Sprite Kolkata

55
Knight Riders bottle. The latest initiative was a part of brand
Sprites larger consumer engagement program to leverage the
fourth season of DLF IPL, 2011.

Independent research reports have shown, out of the 230 million

mobile phone users in the country, the youth continues to be the
largest users of mobile phones. Combining this key insight with
the passion of T20 cricket, company had launched a special
edition Sprite Kolkata Knight Riders bottle with insignia of key
players.

Complimenting the innovation, Sprite was also rolling out a

special Kholega Toh Milega digital initiative in association
with KKR and Nokia.

In the offer consumers just need to drink Sprite and look out for
a unique 9 digit code under the crown and SMS the code. Lucky
consumers get once-in-a-lifetime opportunity to meet Shahrukh
Khan and members of the KKR team. In addition, consumers
also get a chance to win a Nokia mobile phone every hour. The
entire initiative was applicable RGB and also on all PET packs
of Sprite.

To create awareness about Kholega Toh Milega digital

initiative, the company had launched a mass media campaign
featuring Shahrukh Khan, owner KKR, to be telecast on all the
leading TV channels across India.

56
 PEPSI-COLA PHRASES

The Pepsi-Cola marketing phrase has also changed many times.

The marketing folks at the company felt free to invent new

phrases whenever they thought the public would be

receptive to the change.

1909-1939: Delicious and Healthful

1939-1950: Twice As Much For A Nickel Too

1950-1963: The Light Refreshment

1953-1961: Be Sociable

1961-1963: Now It's Pepsi For Those Who Think Young

1963-1967: Come Alive! You're In The Pepsi Generation

1967-1969: Taste That Beats The Others Cold.

1969-1972: Youve Got A Lot To Live, Pepsis Got A Lot To Give.

1973-1975: Join The Pepsi People Feeling Free.

1975-1978: Have A Pepsi Day

1978-1981: Catch That Pepsi Spirit

1983-1983: Pepsi Now! Take the challenge

1984-1984: Pepsi the choice of new generation

1986-1986: Weve got the taste

1990-1990: You got the right one BabyUHHUH

1991-1991: Gotta Have it/chill out

1992-1995: Be young,Have fun,Drink Pepsi

1995-1995: "Nothing Else is a Pepsi

1996-1996: Pepsi: Theres nothing official about .

1997-1997: Generation With the Spice girl

1998-1998: 1998-1998:

57
1999-1999: Ask for me/The of Pepsi-cola

2003-2003: It,s the cola/Dare for more

2005-2005: Wild thing/Ask for more

2006-2006: Why you dogginme/Taste the one that for ever young

2007-2007: More happy/ Taste ones that young

2008-2009: Yeh hai yougistaan meri jaan.

58
 OUR COMMITEMENT

Since 1982, Pepsi-Cola has conducted a structured program of

purchasing quality products and services from suppliers who are
designated as Minority/Women Business Enterprises (M/WBEs).
The steadily increasing business with minority and women-
owned firms has improved our company's supplier base. It has
also helped to strengthen the suppliers' firms as well as the
minority community infrastructure with regard to such benefits
as employment, training, role-modeling, buying from other
minority and women-owned businesses, and supporting
community organizations. We're extremely proud of what our
M/WBE program has accomplished. It has enabled us to enter
into partnerships with hundreds of firms whose contributions to
our success have been enormous. When it comes to business,
minority and majority goals are more alike than different. It's up
to us to reaffirm those bonds and to act on them in ways that
benefit us all.

59
60
 OUR EXPECTATIONS

The M/WBE Program is a purchasing-focused supplier

development operation. It does not focus on start-up or in-depth
business development support, but rather on expanding mutually
beneficial relationships.
Suppliers that can develop a balance between purchase price,
quality, service and delivery can become viable members of
Pepsi-Cola's supplier base.

HOW WE OPERATE:
Before approaching Pepsi-Cola, suppliers need to gain an
understanding of how we are structured and how purchases are
made.

Step 1. Self-Screen:

To be a serious contender you must offer a quality product at

competitive costs. The competition is great and the process
requires perseverance. It can take as long as two years, so think
of our program as part of your long-term strategy.
Step 2. Application:

Than you have to go on line and complete our registration form.

Step 3. Review:

Your material will be reviewed for opportunities within our

organization.
Step 4. Follow-up:

You can follow-up with us directly to update information or

check your status.

61
 OUR POLICY

It is Pepsi-Cola's policy to promote the utilization of eligible

M/WBE vendors in all aspects of the company's business.

The company will:

Actively and diligently seek out qualified M/WBEs for

all possible company requirements.

Ensure that M/WBEs fully comprehend the company's

requirements and are thus able to bid appropriately.

Make every reasonable effort to help qualified M/WBEs

to meet company standards.

In carrying out this policy, the company does not expect

to sustain any undue or enduring financial or service
penalties.

Further, with respect to majority-owned companies and

general contractors, we advise these vendors of Pepsi-
Cola's commitment to support minority economic
development.

To this end, we encourage these suppliers to use minority

and women vendors, distributors and qualified
subcontractors as part of their service.

62
63
 OUR YESTERDAY AND TODAY

More than 100 years ago, in the little town of New Bern, North
Carolina, there lived a restless young drugstore owner who once
taught chemistry at a local academy. Noting that soft drinks were
coming into great popularity, our chemist started experimenting
with flavors and carbonated water.

One day he called to his young African-American assistant,

James Henry King, "James Henry, come here a minute and taste
something." When King stepped back into the small laboratory,
he was handed a beaker of sparkling brown liquid. He raised it to
his lips. With the first sip, his face brightened. With the second,
he smiled and nodded his head at the chemist.

"Doctor Bradham, this is good!" Of course, the chemist was

Caleb Bradham - the inventor of Pepsi-Cola - and James Henry
King was sipping the first Pepsi-Cola ever made.

In the century since James Henry King first gave his nod of
approval, millions of people all over the world have enjoyed the
great taste of Pepsi-Cola. Today, Pepsi-Cola is sold in more than
190 countries and accounts for about one-quarter of the world's
soft drinks. More than 70 percent of our sales are from North
America, where we enjoyed strong growth and increased volume
more than six percent in 1998.

Our well-known brands include Pepsi, Diet Pepsi, Pepsi One,

Mountain Dew, Mug, All Sport, Lipton Brisk and Aquafina. In
addition, salty snacks and juices are staples of our sister
divisions, Frito-Lay and Tropicana. One of the biggest factors in
the long-term success of a consumer products company is

64
whether more people fall in love with your products each year.
Pepsi-Cola strives to give people what they want, when and
where they want it. To us, doing that very well is more important
than anything else.

Cale
b Bradhem

65
 THE R K J GROUP

It can be said with absolute certainty that the RKJ Group has
carved out a special niche for itself. Our services touch different
aspects of commercial and civilian domains like those of
Bottling, Food Chain and Education. Headed by Mr. R. K.
Jaipuria, the group as on today can lay claim to expertise and
leadership in the fields of education, food and beverages.

The business of the company was started in 1991 with a tie-up

with Pepsi Foods Limited to manufacture and market Pepsi
brand of beverages in geographically pre-defined territories in
which brand and technical support was provided by the
Principals viz., Pepsi Foods Limited. The manufacturing
facilities were restricted at Agra Plant only.

Varun Beverages Ltd. is the flagship company of the group.

The group also became the first franchisee for Yum Restaurants
International [formerly PepsiCo Restaurants (India) Private
Limited] in India. It has exclusive franchise rights for Northern
& Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC
Restaurant under its company.

We diversified into education by opening our first school in

Gurgaon under management of Delhi Public School Society. The
schools of the group are run under a Registered Trust namely
Champa Devi Jaipuria Charitable Trust.

Companies are medium sized, professionally managed, unlisted

and closely held between Indian Promoters and foreign
collaborators.

66
The group added another feather to its cap when the prestigious
PepsiCo International Bottler of the Year award was presented
to Mr. R. K. Jaipuria for the year 1998 at a glittering award
ceremony at PepsiCos centennial year celebrations at Hawaii,
USA. The award was presented by Mr. Donald M. Kendall,
founder of PepsiCo Inc. in the presence of Mr. George Bush, the
41st President of USA, Mrs. Indiar nooie, Chairman of the
Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup,
President of Pepsi Cola Company.

Vision
Being the best in everything we touch and handle.

Mission
Continuously excel to achieve and maintain leadership position
in the chosen businesses; and delight all stakeholders by making
economic value additions in all corporate functions.

Our Success

Production of innovative, high quality retail branded beverages

combined with world-class packaging Driven by a management
team with a relentless focus on achieving superior customer
service, driving earnings improvement and increasing
shareholder value.

Our People

At RKJ we are creating an environment where our employees

enjoy a greater degree of empowerment - both individually and
in their work teams. Our employees are equipped with the
necessary tools, training and management backup for strong
performance and accountability, as well as with an environment
of open communication and involvement.

67
68
 BEVERAGES

Indian Beverages industrys size is Rs. 8000 Crores and it is

dominated by two players viz Pepsi & Coke only. This high
profile industry has lot of potential for growth as per capita
consumption in India is 9 bottles a year as compared to 20
bottles in Sri Lanka, 14 in Pakistan, while 12 bottles a person in
Nepal.

The RKJ group is India's leading supplier of retailer brand

Carbonated and Non-Carbonated soft drinks, with beverage
manufacturing facilities in India and Nepal. Its experience in the
beverage industry dates back to the sixties when it had the first
franchise at Agra.

The family manufactures and markets Carbonated and Non-

Carbonated Soft Drinks and Mineral Water under Pepsi brand.
The various flavours and sub-brands are Pepsi, Mirinda
Orange, Mirinda Lemon, Mountain Dew, 7UP, Slice Mango,
Slice Orange, Evervess Soda and Aquafina.

It has the license to supply beverages in the territories of

Western U.P., part of M.P., half of Haryana, whole of Rajasthan,
Goa, 3 districts of Maharashtra, 13 districts of Karnataka and
whole of Nepal. The group has in total 18 bottling plants in India
& Nepal and is responsible for producing and marketing 44% of
Pepsi requirement in India.

69
70
 SALES AND MARKETING DEPARTMENT

This is the department, which controls all the activities relating

to marketing and sales. All the orders of supplying drinks are
received by the department. It maintains the adequate supply to
its agencies. Sales force has the direct link with customers. It
collects the marketing information and try to acquaint with this
to higher management.

The sales forces of Varun Beverages Ltd. comprise following

staff:

Chairman Mr. R. K.
Jaipuria

CEO Chris
White.

Multi Unit g Manager Mr.Kapil

agrawal.

Territory Divisional Manager Mr.Ajay

sachadeva.

Area Development coordinator. Mr.S.S.

rawat.

Customer Executive Mr. Arun

Rawat

Pre-sales Representative. Mr.Manish

& Mr.Kamlesh.

71
Sales & Marketing Manager control the entire sales force. Sales
supervisors perform the following tasks:

Sales Supervisor finds & cultivates new customers

.Sales Supervisor skillfully communicates information

about the companies product and services.

Sales Supervisors know the art of salesmanship

approaching, presenting, answering objections and
closing sales.

Sales Supervisor provides various services to the

customers consulting of their
problems rendering technical assistance, arranging,
financing and expending delivery.

Sales Supervisors carryout market research and

intelligence work and fill in call report.

Today is the time of competition. The business is

tremendously dominated by the competition. The sales
should be very effective to promote the sales of the
production for Retailers convenience, the concern has
made the arrangement to supply. Different schemes are
introduced in the market to promote the sales of soft
drink.

72
ORGANISATION STRUCTURE

Chairman

CEO

Multi unit manager

TDM mdm

ADC

Customer Executive Customer Executive

Pre-sales Representative Pre-sales Representative

Delivery Agents Delivery Agents

Helper Helper

73
 THE COMPETITIVE AREA

The soft drink market, all over the world has been witnessing a
battle between the two major players; Coca-Cola and Pepsi-Cola
since very beginning. The thirst quenchers are trying hard to
have the major piece of the apple of over all carbonated soft
drink market. Both the players are spending their energies in
building capacity, infrastructure, and promotional activities.

Pepsi-Cola and Coca-Cola both are posing threats for each other
in every nook and corner of the world. While Pepsi-Cola is
earning most of the part of its bread and butter through
beverages sales, Coca-Cola has a multi products portfolio with a
handsome portion from the same business. The two warriors are
face to face once again here in India with different strategies and
policies to attack at the rival. Pepsi-Cola has taken baton in its
own hand by floating an investment of $95 millions to set Pepsi
Co. in India holdings, a subsidiary for company owned bottling
operations (COBO). Countering it Coca-Cola is focusing upon
the joint ventures with the existing bottlers to enhance its control
on manufacturing and marketing of its product range and attain
the quality standards of its class. Both of the companies are
following different part to reach the same destiny i.e. to fetch the
bigger portion of aerated soft drink market in India. Both the
competitors have the distinct vision and priorities abut the Indian
soft drink market. Through having so much differences with
each other, they both consider India as a huge potential market
as per capita consumption here in mere 3 serving per year
against an international of 80. Therefore they are putting their
best efforts to woe Indian consumer who work for 1.5 hour to
buy a soft drink in comparison of the international norms of 5

74
minutes, a major hurdle to cross over for both the athletes
running for getting No.1 position.

Pepsi-Cola is quit aggressive in its approach to Indian

consumer. They are desperately working in the strategy to be a
winner side in the hot coal war between two big barons.
According to Pepsi-Cola philosophy its the madness that
encourages executives to think to conjure up those creative
tactics to knock the fizz out of their competition. Pepsi-Cola had
a large amount of the visibility of its Blue-Red-White logo. They
have been going with aggressive marketing by putting Sachin
Tendulkar, Akshay Kumar, Shahrukh Khan, Preeti Zinta ,
Amitabh Bachchan, Now Katrina kaif in their advertisement to
endorse their brand, the role models for its targeted consumers,
the Teenagers. They have increased the fizz in the market place
by introducing the dispensers called Fountain Pepsi and been
enjoining a lead its rival there.

Coca-Cola in the other hand is low and steady with the race side
by side retailing the every move of its competitor. They have
procured the shield of Thums-Up with a handsome market share
in Indian soft drink market. Every thing has been put on the fire
by these cool merchant. If Coke got the official drink of Wills
World Cup; Pepsi blushed as nothing official about it in this way
Indian consumer is getting more and punch from the two big
cool players and he has to give not about the winner.

CATEGORIZATION OF INDIAN SOFT DRINKS

Indian soft drinks are categorized in two ways:

Aerated Soft Drinks.

75
 Non-Aerated Soft Drinks.

The Aerated Soft Drinks, which are marketed in Indian markets

are :-

Cola - Pepsi, Thums-up, Coca-Cola.

Lemon - Mirinda, Limca.

Orange - Mirinda,Fanta.

Others - Mountain Dew, Lehar-7up, Sprite.

The Non-Aerated Soft Drinks are:-

Slice.

Maaza.

Tropicana Twister.

Frooti.

Jumpin.

MEDIA OF ADVERTISING

Advertising Media are the means to transmit the message of the

advertiser (Pepsi-Cola) to the desired people. They are the
channels by which the advertising copy is brought to the notice
of the prospective buyers. Following media of advertising are
available to an advertiser (Pepsi-Cola).

76
 ADVERTISING MEDIA

Press Advertising:-

News Papers.

Magazines.

Direct Mail Advertising:-

Sales Letters.

Circulars.

Pamphlets.

Price List.

Out Door Advertising:-

Posters.

Hoardings.

Vehicular.

Wall Writing.

Electronic Display.

Audio Visual Advertising:-

Radio.

Television.

Cinema/Films.

Window Display.

77
 Trade Fairs/Exhibition.

Above these are all advertising media use by Pepsi. Advertising

media is very important part of sales-promotion. Present time
Pepsi-Cola is going on full maturity stages, so advertising media
is must for Pepsi-Cola.

Educated and civilized people all over the world read

newspapers and magazins. Newspapers reach all places and are
read by every type of people. Television and films are the audio
aids used in advertising.

ADVANTAGES AND DISADVANTAGES OF

ADVERTISING MEDIA

ADVANTAGES DISADVANTAGES

Higher sales Higher prices

Economies of scale Artificial living

Goodwill Monopoly

Steady Demand Wastage of national resources

Launching new product Misleading customers

Employment generation

Support to press

Customer education

Research and Development

Art and Culture

ROLE OF SCHEME IN SALES GENERATION

78
Scheme play most important role in sales generation. Schemes
are to attract the customers and through scheme, company
increases the purchase power of customer.

Pepsi:-

Under this scheme, when customer buy a case he will get some
extra bottles free.

Mirinda (Orange):-

Under this scheme, when customer buy a case he will get some
extra bottles free.

Mirinda (Lemon):-

Under this scheme, when customer buy a case he will get some
extra bottles free.

Mountain Dew:-

Under this scheme, when customer buy a case he will get some
extra bottles free as well as one scratch card per case.

7-Up:-

Under this scheme, when customer buy a Mountain Dew, look

under the crown and if the customer is lucky he can win a
chance to meet Ms. Malika Seravat, Tido Cap, T-shirt, Bag and
Rs.1, Rs.5, Rs.10 off . Rs 50 cash. Both the companies introduce
many types of schemes to attract the customer to increase their
sale. So we can easily say that schemes play an important role in
sales generation.

RACK PROGRAMME

79
 ADVICE OF A TOOL OF MERCHANDISING

RACK PROGRAMME is a tool of merchandising and sales

promotion. It was a retailer scheme for promoting PET sales and
creating a red zone in the outlet for merchandising purpose.

Merchandising encompasses many activities that make

products more acceptable to the intended customers. It could be
an attractive package or a package incorporating an additional
consumers benefit. It ma be a guarantees or a coupon or a
special deal. However, a great deal of merchandising is closely
related to products activity, particularly packaging, branding,
labeling, warranties & guarantees and samples etc.

According to American Marketing Association:

Merchandising has been defined as the planning and

supervision involved in marketing the particular merchant or
service at the place and in the quantities which will best serve to
realize the marketing objectives of the business. It can be
thought of as a supporting programme to assist in the other
functions of the distribution systems. So due to all these benefits
and utilities of merchandising company was convinced enough
to start the Display Programme across the franchise area.

80
STEP WISE ACTIVITIES OF RACK PROGRAMME

Following are the step wise activities of Rack

programme which were to be strictly followed by the
success of the display programme.

Finalize the mentioned number of outlets in

every area

Submit their name and address in the MIS

department

Collect broachers for outlet from office

Co-ordinate for racks

Aware the outlets for Rack Programme

Enroll outlets for rack display

81
 Place racks in the market

Randomly cross check the outlet twice in month

Give remarks on the cards

Submit card and bill or purchase in the office

for incentive collection of outlet

Collect incentives per audit report

Distribute incentives

Collect receipt from outlets and submit in the

office

82
 RETAILERS PERCEPTION

A survey was conducted to study the retailers views of the

present market. Future trends and the consumer behavior
patterns the findings of the surveys are as follows:

Retailer stated that the consumers are loyal to the

particular segment of the soft drink i.e. Cola, Orange,
Mango or Lemon but as far the loyalty for the each
segment concerned is not very significant.

43% of the retailers survey told that in soft drink,

advertising is the key component in driving sales. While
32% stated promotional schemes and 20% brand loyalty
as the reason.

As consumers are not very brand loyal where the

purchase of soft drink is concerned, the retailers push
becomes a critical issue. They usually sell the product in
which they get the maximum benefit, for this companies
are trying to offer them higher margins. While
distributors get the margin of rupees 8-9 per crate at 3-
4% of MRP, Retailers are given a margin of 10-12% of
MRP. The retailers are not happy with this as the cost of
refrigeration is very high for soft drinks.

83
84
 COMPARATIVE ANALSIS AT A GLANCE

Particulars Pepsi-Cola Coca-Cola

Invented In 1898 1886

Launched in India 1989 1993

Advertising Agency HTA Chaitra Leo Burnett

Previous Advertising HTA Mc-Cann-Erickson

Agency

Celebrities into Amitabh Bachchan, Aishvarya Rai, Amir Khan,

Advertisement Shahrukh Khan, Sachin etc.
Tendulkar,Katrina etc.

Most Appealing 60% 40%

Advertisements

85
 SWOT ANALYSIS

STRENGTH:-

Acquired brand with big market share.

Improved quality control.

Latest and advanced technology.

Modified and attractive packing.

Effective executive team.

Glamorous attractive and effective local and international

advertisement campaigns

Very high budget for the sales promotion and

advertisement.

WEAKNES:-

Labour problem in distribution.

Unskilled labors.

Tight cash policy.

Less concentration on advertising.

Information system of company needs improvement.

OPPORTUNITIES:-

Good rural market.

Direction distribution.

Maintain its market share.

86
 It should engage in continuous product development and
introduction of new flavors.

THREATS:-

Intense competition with each other.

Illegal distribution done by some distributors.

Counter attacks on advertisements may spoil its

reputation.

87
88
 OBJECTIVES

The several objectives is been taken to conduct the research and

they are as follows:

To have the study of the present and potential consumer

of Pepsi-Cola & Coca-Cola.

To analyze the market share of Pepsi-Cola and Coca-

Cola.

To find which brand of Coca-Cola is more popular at

consumer level.

To find the average consumption of soft drinks at

consumer level.

The study is also aimed at reviewing the attractiveness

and effectiveness of the advertisement of Pepsi-Cola
and Coca-Cola.

89
90
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the

research problem involving a study of various steps that are
generally adopted by a researcher in studying his research
problem.

THIS INCLUDES:-

Defending the research problem.

Sampling design.

Research design.

Method of data collection.

Analysis & Interpretation.

DEFINING THE RESEARCH PROBLEM:-

Problem under the study was finding out the comparative study
of Pepsi-Cola and Coca-Cola brand preference, packaging and
quantity in Lucknow District.

91
SAMPLING DESIGN:-

Probability sampling design i.e. Random sampling was adopted

as a definite plan for obtaining a sample from the population.
The selection technique was a Stratified random sampling a
restricted probability sampling. The satisfied random sampling
included homogeneous sub population groups i.e. five markets
starts from these stratas in the Lucknow District with an equal
sample size of 50.

RESEARCH DESIGN:-

An overall Rigid descriptive research design has been used

focusing attention on:

Formulation of objectives of the study.

Designing methods for the data collection.

Selecting the sample size.

Collecting the data.

Processing and Analysis of data.

Reporting the finding.

METHOD OF DATA COLLECTION:-

Primary Source Of Data Collection:

Collection of data by means of well framed

questionnaire.

Direct interaction with the retailers.

Direct interaction with dealers and distributors.

92
Secondary Source Of Data Collection:

Catalogues of company are studied in order to have a

complete knowledge about the different brands
available in the market.

Different magazines, online websites and news

papers are studied to collect the information about
present scenario of cold drink market.

RESEARCH DESIGN

Research Situation Preliminary

Objectives Analysis Investigation

Sampling Research
Plan Instrument

Research
Design

Content Data Source

Method

93
Data Data Report
Application Recommendati
Collection Analysis Presentation
Innovation on-ion Follow-
 SAMPLE SELECTION

AREA OF STUDY & SAMPLE SIZE:-

The project report covered mostly Alambagh, Indira Nagar and

gomti Nagar area of Lucknow in which I have done my retailers
survey in the following area:

Area covered:

Alambagh market

Hazaratganj

Janpath Market

Bhoothnath market

SOME COMMON TERMS IN THE

COCA-COLA SYSTEMS

94
RGB (Refilled Glass Bottles):-

The term RGB is commonly known as 200 ml bottle.

AVAILABILITY:-

The term used to designate the pressure of product and or

package in an outlet (50% availability means that a particular
item is available for purchase in one-half of the total business
location that normally stock that particular and/or package type).

BEVERAGE SELECTION:-

A special showing area for beverage in a retail stores.

BOTTLE:-

The main business partner in the coke systems responsible for

manufacturing sales, distribution and merchandising of coke
products. The term refers to the entire bottling organization.

CAN:-

A still of aluminum container in which beverages are packed for

sale at retail.

CASE:-

A durable box usually made of plastic or cardboard used to

contain bottles or cans of beverages.

CONSUMER:-

Someone who drinks, or consumes the product. Consumers are

critical to the success of the Coca-Cola Company.

CUSTOMER:-

95
A retailer or dealer who sells or serves the product directly to
consumers. Customers are critical to the success of the Coca-
Cola Company.

COOLER:-

An ice box or mechanically refrigerated unit from which the

consumers may obtain cool bottles or cans.

CROWN:-

The still closure which seals a bottle.

DISPLAY EQUIPMENT:-

Normally refers to a track made by bottlers to consumers for the

display of our products and packages.

DISTRIBUTION:-

Getting product to includes sales, delivery and merchandising

and local account management.

FOUNTAIN:-

A system where product is dispensed cools into glasses for

immediate refreshing to consumers premix and post mix.

PET:-

Polyethylene Terephthelate plastic used to make bottles.

PLANNED CALL:-

96
A series of steps for sales representative to follow, to ensure that
customer needs are concisely.

POINT TO DRINK MARKET:-

Refers to the way from home or an premise mariners where

consumers buy Coca-Cola beverages for immediate
consumption.

ROUTE:-

The sequence of route salesperson follows in servicing those

accounts assigned to him. The terms generally imply the
physical route itself and all business location thereon.

TRADE MARK:-

A category of competing business locations with similar

business and product offering & methods of selling to consumers
engaged defined activities.

WHOLESELLER:-

A business entity, which buys products from producers or

manufacturers primarily for resale to retail business. Some
bottlers use whole seller to reach certain retail markets.

97
DATA ANALYSIS & INTERPRETATION

Q.1. Which brand of soft drink do you sell?

a. Only Pepsi b. Only Coca Cola

` c. Both.

Brand Name Only Pepsi Only Coca-cola Both

No. of 10 15 25
customer

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Q.2. Which quantity of soft drinks you have sell ?

a. 200 ml b. 300 ml c.
500 ml

d. 2 lit. e. All.

Size of 200 ml 300ml 500ml 2 lit All

bottle

No. of 15 10 10 7 8
Customer

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Q.3. Which brand of soda do you sell?

a. Leher Soda (Pepsi) b.

Kinley(Coca Cola)

Brand Name Lehar Soda Kinley(Coca Cola)

(Pepsi)

No. of Customer 20 30

100
Q.4. Which brand of mineral water do you sell?

a. Aquafina (Pepsi) b. Kinley (Coca

Cola)

Brand Name Aquafina (Pepsi) Kinley (Coca Cola)

No. of Customer 15 35

101
Q.5. Is your chilling equipment working properly?

a. Pepsi

b. Coca-Cola

Brand Name Pepsi Coca-Cola

No. of Customer 22 28

102
Q.7. During breakdown of chilling equipment who gives better
service?

a. Pepsi b. Coca Cola

Brand Name Pepsi Coca-Cola

No. of Customer 20 30

103
Q.8. Which you marketing company do you prefer?

a. Only Pepsi b. Only Coca Cola

Brand Name . Only Pepsi Only Coca Cola

No. of Customer 15 35

104
Q.9. Which advertisement do you think is more attractive?

(a)Pepsi (b) Coca Cola

Brand Name Pepsi Coca Cola

No. of Customer 20 30

105
Q.10. Which brand do you think is more present in the market
Pepsi and Coke?
(a)Pepsi (b) Coca Cola

Brand Name Pepsi Coca Cola

No. of Customer 23 27

106
Q.11. which one do you prefer the according to the taste?

(a)Pepsi (b)Coca Cola

Brand Name Pepsi Coca cola

No. of Customer 21 29

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108
ANALYSIS AND INTERPRETATION

In a price sensitive country like India with a slow economic

growth but even so global players in many industries have been
targeting the continent as their next major source of growth.
Very logical considering the growth rates which the region

109
demonstrates in the past decades. According to the National
Council of Applied Economic Research Study in 1996 puts one
million household in the Rs. 2.15 lacks and above income
category in 1994-95, which expected to be 2.6 million in 2001-
02. The effective demands of C.S.D. come from this category
and higher class.

In the area of survey the data revealed that:

Coca-Cola brands Sprite, Thumps and Limca hold a good

grip over the market.

The Market Share of Pepsi has declined rapidly due to

less gas and sweeten taste.

Thumps found to have good market coverage in

boothnath market.

Schemes and offers do not reaches to the entire

retailers honestly.

There is good demand of 2 Lt. PET in Hajratganj,

Lucknow Area.

The demand in the market among the consumers is

mostly skewed towards Thumps-up (Coca-Cola
products).

110
111
 FINDINGS

After conducting the market survey of retailer in

Lucknow, I analyze that Coca-Cola is dominating
over Pepsi-Cola in the sale of PET.

Consumers do have a demand for 200 ml, 500ml and

2 lit. and 1.25lit Bottles.

Retailers need display material.

The quality of PET is not good.

In the market there is only a retailer on which the sale

of the different product of different company
depends.

Schemes and offers do not reach to the entire retailers

honestly.

The brand Thumps-up (Coca-Cola) is the market

leader in the cola drinks.

112
113
 RECOMMENDATIONS

First and foremost things are that, whatever the policy is

going to be formulated it should not be same for all the
areas. Different policies should be framed and
implemented at different areas by looking and keeping
various variables in the mind like buying habits,
preferences, education level financial position of that
particular area and standard if living etc.

Rural market being a very potential segment needs very

quick and prompt efforts to be taken to capture this high
volume market.

Many retailers complained regarding irregularly in visit

by the executives. They also said that executive give very
bad response to their complaints. It is necessary that
executive should make frequent visit to cover each outlet
and try to provide them best

There is a great market of soda (1 Lit.) but the supply of

this pack is very poor, so the supply should be made
possible quickly.

Quality of PET bottle should be improved so that most

problems can be minimized.

Soft drink is still considered a treat virtually a luxury, so

it possible company should cut down its price especially
of cans.

114
 Supply of posters, glow-sign boards, tin boards, banners
and sun pack sheets etc should be made at regular
interval.

Claim should be provided to the deserving retailers.

Wall painting or Banners should be placed regularly in

the area, as it is a good medium of advertisement.

Proper attention should be given to the retailers problem

so that they take interest to increase the sale.

Proper advertisement should be made at railway station,

bus stand, posh area, major market and economies place
etc.

A company may create favorable impression among the

youth if they sponsors small events like college festivals,
university programs, school functions, fashion shows,
quiz programs etc.

115
116
 LIMITATIONS

The retailers in many cases reluctant to answered any

questions.

The sample size of retailers and consumers was small.

The respondents may be biased on influenced by some

other factors.

Time and money were the greatest limitation in carrying

out the survey.

A number of retailers being illiterate, it took us lot of

time in collecting information.

The more information which we get from the retailers is

not sufficient to arrive at a conclusion.

117
118
 CONCLUSION

Service aspect of agencies is very effective, they

deliver their product according to the demand a just in
time.

After conducting the market survey of retailer in

Lucknow Area, I analyze that Coca-Cola is dominating
over Pepsi in the sale of PET.

After analyzing the market and calculate the weight

age, the result comes out that ThumsUp is the leading
product of Coca-Cola.

Consumers do have a demand for 250 ml,1.25ml and 2

lit. Bottle.

Retailers have problem in display material.

Most of the place like Grocery, restaurant, cinema hall

and educational institutions are dominated by Coca-
Cola.

Retailers have complaint regarding the PET, that more

better quality bottle should be used.

[Kinley] in Lucknow Area dominated Aquafina (Pepsi-

Cola) mineral water.

Retailers have a demand of some offers and free gifts.

119
 Lehar soda (Pepsi-Coal) is also dominated by Kinley
soda (Coca-Cola) in Lucknow Area.

Slice (Pepsi-Cola) is also dominated by Maaza (Coca-

Cola).

In the market there is only a retailer on which the sale

of the different product of different company depends.

120
 QUESTIONNAIRE

Name of Retail Shop:

Dear sir/Maam,

I am the student of S.T.E.P. H.B.T.I., Kanpur conducting a

Market survey on Comparative analysis of customer
preferences for Pepsi and Coca-Cola I request you to fill this
questionnaire and we will collect this data only for education
purpose.

Owners Name:

Address:

Q.1. Which brand of soft drink do you sell?

a. Only Pepsi-Cola b. Only Coca Co

` c. Both.

121
Q.2. Which quantity of soft drinks you have?

a. 200 ml b. 300 ml c.
500 ml

d. 2 lit. e. All.

Q.3. Which brand of soda do you sell?

a. Leher Soda (Pepsi-Cola) b.

Kinley(Coca Cola)

Q.4. Which brand of mineral water do you sell?

a. Aquafina (Pepsi-Cola) b. Kinley

(Coca Cola)

c .Others

Q.5. Chilling equipment owned by you?

a. Only Pepsi-Cola b. Only Coca Cola

c. Both.

Q.6. Do you get timely supply of these brands with proper

schemes?

a. Yes b. No.

122
Q.7. Is your chilling equipment working properly?

a. Pepsi-Cola = Yes. No.

b. Coca-Cola = Yes. No.

Q.8. During breakdown of chilling equipment who gives better

service?

a. Only Pepsi-Cola b. Only Coca Cola

c. Both.

Q.9. Whose racks do you own?

a. Only Pepsi-Cola b. Only Coca Cola

c. Both.

Q.10. Is there increase in sales due to display of the racks?

a. Yes b. No.

Q.11. Does company offers any incentives (price off, allowance

or free goods) in lieu of displaying their products in their racks?

a. Pepsi-Cola = Yes. No.

123
 b. Coca-Cola = Yes. No.

Q.12. Availability of glow boards provided by company through

promotional scheme.

a. Yes b. No.

124
 BIBLIOGRAPHY

Websites:

www.google.comwww.coca-cola.com

www.pepsiworld.com

www.pepsico.com

https://en.wikipedia.org/wiki/Coca-Cola

125
 http://www.pepsicoindia.co.in/company/about-
pepsico.html

Magazines:

Advertising Management

Business India

Business Today

Business World

Books:

Advertising & Sales management

Research methodology

Marketing Research

126