A

RESEARCH REPORT

On

"Comparative Analysis Of Soft Drinks

i.e (Pepsi & Coke) in Mathura"

SUBMITTED FOR THE PARTIAL FULFILLMENT TOWARDS

THE AWARD OF THE DEGREE
 DECLARATION

I am RAVI CHAUDHARY here by declared that the work done by me on the

project entitled " A Research Report On Comparative Analysis Of Soft Drinks i.e. (Pepsi &

Coke) in Mathura.

" is a peace of original work. any resemblance is purely confidence.

 TABLE OF CONTENTS

 Declaration
 Certificate
 Acknowledgement
 Preface
 Introduction
Overview of the Pepsico
History of Pepsico
 Objectives of the Study
 Background of the Study
 Research Methodology
 Interpretation and Analysis
 Findings
 Conclusion
 Limitations
 Recommendations & Suggestions
 Questionnaire
 Bibliography
 ACKNOWLEDGEMENT

This report bears the imprint of many persons, who have helped me in numerous

ways in writing this report. It gives me great pleasure in presenting this report to the

G.N.I.T. I would like to take this opportunity to extend my heart full gratitude to all those

who helped me in presenting this report. Their contribution no matter big or small has

contributed immensely towards completion of this report.

I fall short of words to express my gratitude to VARUN BEVERAGES LIMITED

(VBL) for giving me the opportunity to work in this prestigious organization. I

acknowledge my deep sense of gratitude to Mr. Sishir Chaturvedi (TDM) for his

generous guidance & advice before & during the course of this work & also in analyzing

the work.

I feel great pleasure to acknowledge deep ineptness to my esteemed supervisor Mr.

Sanjay Phillips for Cooperating us a lot in this project and for giving their advice to

make my project more useful and impressive.

My overriding debt is to my parents who provide me with the moral support &

inspiration needed to prepare this report.

 PREFACE

Modern organization are highly complex and dynamics systems. They operate under

very turbulent social economic and political environment. They are required to reconcile

several incompatible goals. Conflicting roles and divergent interest they are also fraught with

the use risk and uncertainties, hence tactful management of such organization to plan to

execute guide, coordination and control the performance of people to achieve predetermined

goals. Management has to keep the organization vibrant moving and in equilibrium. It has to

achieve goal which themselves are changing it is therefore a problem highly complex and

ticklish.

This information will be asset to marketing manager in making effective decisions.

The researchers are used to acquire and analyses information and to make suggestions to

management as to show marketing should be solved.

The marketing research is the process which links to manufacturer, dealers and

individuals through information in important part of curriculum of M.B.A. programme is

project taken by the students in any business organizations, after completion of Forth

semester of the programme.

The objective of this project is to enable the students to understand the application of

the academics in the real business life. I am fully confident that this project report will be

extremely useful to the management.

BACKGROUND OF
THE STUDY
 BACKGROUND OF THE STUDY

Market study is an essential process to develop the company collection of data,

analyzing, reporting of the data to specific situation to any marketing activities that the

company is facing with the increase in the competition & the development of various

marketing activities.

Modern marketing calls for more than developing a good product, pricing it

attractively & making it accessible to target customers. Organization also need to

communicate their present & potential customers to communicate their present organization,

develops an effectively strategy with the aim of creating awareness, developing knowledge,

liking preference convictions among the organization target audience with a view to convert

them into prospective buyer.

This project report is concern with the comparative analysis of the sales of PEPSI and

COCA COLA in Mathura.

This project report endeavors to study of "COMPARATIVE ANALYSIS OF PEPSI

AND COKE"
 RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

Methodology, for a study like this is the most important part. The
method of study adopted by me is totally is to increase & to gather the
more information regarding this project.

The major emphasis in such studies is on the discovery of the ideas

& fruitful relevant information. As such the research design appropriate
for such studies must be flexible enough to provide opportunity for
considering different aspects of a problem under study.

METHODS OF DATA COLLECTION:

A) PRIMARY DATA:

Survey method -- This method was a adopted because it helped in

securing detail information from a sample of respondents. The
information received from the respondents is recorded on a form
called the questionnaire. This is only method to measure attitude &
motivation directly.
Open framed discussion with managers.

B) SECONDARY DATA:
I have also used the secondary data, which included the
written document of the organization & other places.
  HEAD OFFICE (VBL)
 INTERNET
 PAPERS & RECORDS

The data collected from the above mentioned sources helped me in

getting information about the brief history of PEPSI Co.

SAMPLING PLAN:

Target population : Retailer's of the area of

Of Universe Maholi Road, Raya,
Holi Gate,
Sampling Size : 1000
Sampling Method : Simple Random Sampling
Area of Survey : Mathura
OBJECTIVES OF
THE
STUDY
 OBJECTIVE OF THE STUDY

Basically the objective of the study was two fold, on the researchers part,

it was gain a practical exposure of the management theories in the field of

marketing with the combined aim of getting third MASTER OF BUSINESS

ADMINISTRATION (M.B.A) degree.

On the companies part the objective was "COMPRATIVE ANALYSIS

OF PEPSI AND COKE " which includes-

• To determine the sales of PEPSI brands in total soft drink sales at

Mathura region.

• To ensure optimum use of existing sales efforts.

• Find out that point in which company should improve itself rather

than coke.

• To forecast future requirements for marketing in Mathura.

• To link the comparative analysis with organizational planning.

• To provide a basis for the sales improvement programme.

It is widely accepted that theory broadens ones thinking & helps in idea
generation. But practical & practices indicates the feasibility of their ideas
& how far theory can be applied in a situation successfully.
OVERVIEW OF
PEPSICO
 OVERVIEW OF PEPSICO

PEPSICO is world leader in convenient foods & beverages, with high

annually turnover. The company consist of the snacks business of Frito-Lay
North America & the beverages & the foods business of PEPSICO beverages &
foods, which includes PEPSICO Beverages North America & Quaker Foods
North America.

PEPSICO brands are available in nearly 200 countries & territories many
of PEPSICO brands names are over 100 year old, but the corporation is
relatively young. PEPSICO was founded in 1965 with the merger of PEPSI-
COLA & FRITO-LAY. Tropicana was acquired in 1998 & PEPSICO merged
with the QUAKER OATS, including Gatorade in 2001.

PEPSICO's success is the result of superior products, high standards of

performance, distinctive competitive strategies & high integrity of our people.

LISTING OF PEPSICO:

PEPSICO (symbol PEP) shares are traded principally in New York Stock
Exchange in United States. The company is also listed in Amsterdam, Chicago,
Swiss & Tokyo stock exchanges. PEPSICO has consistently paid cash
dividends since the corporation was found.
AS A CORPORATE CITIZEN :

PEPSICO believes that corporate citizen, it has responsibility to

contribute to the quality of life in our communities. This philosophy is put into
action through support of social agencies, projects & programs. The scope of
this support is extensive -- rangine from sponsorship of local programs &
support of employees volunteer activities, through the contribution of time,
talents & funds to program of national impact. Each division is responsible for
its own giving programs.

PEPSI HEADQUARTER:

PEPSICO headquarter is located in Purchase, New York, approximately

45 minutes from New York city. Edward Durrell Stone, one of America's
foremost architects, designed the seven building headquarter complex.

The building occupies 10 acres of a 144 acres complex that includes the
Donald M. Kendall sculpture gardens, a world acclaimed sculpture collection in
a garden settings.

The gardens were originally designed by the world famous garden

planner Russell Page & have been extended by Francois Goffinet. The grounds
are open to the public & a visitor both opens is spring & summer.
Introduction and Background of The
Varun Beverages Ltd.

VARUN BEVERAGES LTD (PEPSI), is a Bottling Plant of Pepsi Cola Brands. Today,

VBL is the top position holding company among the soft drink bottling companies in

India. It is a Franchise company of PepsiCo India holding. It’s a “R.K.JAIPURIA

GROUP COMPANY”. The group is a largely diversified rising group having interest in

Soft Drink Bottling, Restaurant chains under the Brand name of Pizza Hut and Tricon &

cream bell Ice Cream manufacturing, power project, Export and many other projects. It

is having Pepsi Bottling Plants in various places of India as well as out of India. It is on

the rising path under and the wisdom guidance of its chairman Mr. R.K.JAIPURIA.

The main aim of VBL plant is to provide soft drink to the people of India in its assigned

territory, which is helpful in keeping cool their mind. The aim of this company is also to

provide full satisfaction to the customers. And most importantly, through a range of

customer relevant product manufactured with care and quality in a fully hygiene

environment .

The company’s mainly operate the Bottling and marketing of Pepsi Cola Brand. It

product brand are Pepsi, Mirinda-orange, Mirinda-lemon,Mirinda-apple,Slice, 7-up,

Evervess Soda. Its marketing Network is spread in Western-UP, Haryana, Rajasthan,

Delhi (TRNAS YAMUNA) and Uttaranchal.

VBL has secured always top position in its best quality and marketing.

Mr.R.K.JAIPURIA who is the chairman of the group, received various award for the

best quality and marketing. He has also been awarded for good quality and marketing

in South Asia with “EXCELLANCY AWARD” by Mr. GEORGE BUSH, former

president of U.S.A. in 1998.

Figure1.1
Figure1.2

Pizza Hut Pepsi Bottling Plant Education

Agra, Handicraft Nagar Goa, Salcete DPS Gurgaon
 Amritsar, Lawrence Road Karnataka, Dharwad DPS Jaipur
Chandigarh, Sector-26 Rajasthan, Bhiwadi MMI Gurgaon
Chandigarh, Sector-35 Rajasthan, Jodhpur
Delhi, Connaught Place Rajasthan, Jaipur
Delhi, Defence Colony Rajasthan, Alwar
Delhi, Greater Kailash 1 Uttar Pradesh, Greater Noida
Delhi, Green Park Uttar Pradesh, Kosi
Delhi, Karol Bagh Kathmandu, Nepal
Delhi, New Friends Colony
Delhi, Saket
Delhi, Vikaspuri
Delhi, Alaknanda
Delhi, Basant Lok
Faridabad, Sector-15
Gurgaon, DLF City Centre
Gurgaon, Metropolitan Mall
Gurgaon, Sahara Mal
Gurgaon, Sushant Lok
Ghaziabad, Kaushambi
Jaipur, Amrapali Circle
Jaipur, Gaurav Towers
Jaipur, MI Road
Jallandhar, B.M.C Chowk
Kolkatta, Ballygunge
Kolkatta, Camac Street
Kolkatta, Forum Mall
Ludhiana, Ferozpur Road
Lucknow, M.G Road
Noida, Sector-18
Noida, Noida Centre Stage
 ORGANISATIONAL CHART

ED
FINANCE

GMPLANT
MGR
SHIPPING
GROUP
CHAIRMAN
DM
SUPERV DEPUTY QUALITY MGR MGR
ISOR MGR
A/Cs MGR PROD MAINTNA
NCE
GROUP
CHAIRMAN

BOARD OF
DIRECTORS

ED
TECHNO
 PRESIDENT
ED- HR
UNIT MARKETING
MANAGER

VP GM- HR
COMMECIAL
 QUALITY
HEAD

CHEMIST &
MICROBIOL
OFFICE A/Cs OGIST SUPERVIS SHIFT ENG
PERSONAL
R RANK EXECUTIVE OR
EXECUTIVE
CLERKS

OPERATORS MAINTANCE
ENGINEER
Pepsi (8 fl. oz)
Contains: Carbonated water, high fructose
corn syrup and/or sugar, caramel color,
phosphoric acid, caffeine, citric acid and
natural flavors

Calories
100

Total Fat (g)

0

Sodium (mg)
25

Potassium (mg)
10

Total Carbohydrates (g)

27

Sugars (g)
27

Protein (g)
0

Caffeine (mg)
25
Diet Pepsi (8 fl. oz)
Contains: Carbonated water, caramel color,
aspartame, phosphoric acid, potassium
benzoate (preserves freshness), caffeine,
citric acid and natural flavors

Calories
0

Total Fat (g)

0

Sodium (mg)
25

Potassium (mg)
20

Total Carbohydrates (g)

0

Sugars (g)
0

Protein (g)
0

Caffeine (mg)
24
Contains: Carbonated water, high fructose
corn syrup and/or sugar, concentrated
orange juice and other natural flavors, citric
acid, sodium benzoate (preserves
freshness), caffeine, sodium citrate, gum
arabic, yellow 5, erythorbic acid (preserves
freshness), calcium disodium EDTA (to
protect flavor) and brominated vegetable
oil

Calories

110

Total Fats (g)

Sodium (mg)

50

Potassium (mg)
0

Total Carbohydrates (g)

31

Sugars (g)
31

Protein (g)
0

Caffeine (mg)
37
Pepsi Blue (8 fl. oz)
Contains: Carbonated water, high fructose
corn syrup and/or sugar, citric acid, natural
and artificial flavors, phosphoric acid,
potassium citrate, potassium benzoate and
potassium sorbet (to preserve freshness),
caffeine, gum arabic, ascorbic acid and
calcium disodium EDTA (to protect
flavor), blue 1, red 40

Calories
100

Total Fat (g)

0

Sodium (mg)
25

Total Carbohydrates (g)

27

Sugars (g)
26

Protein (g)
0

Caffeine (mg)
25
Contains: Carbonated water, high fructose
corn syrup and/or sugar, citric acid,
potassium citrate, potassium benzoate
(preserves freshness), gum arabic, malice
acid, potassium sorbate (preserves
freshness), yellow 6, salt, ester gum, natural
flavors, calcium disodium EDTA (to
protect flavor) and brominates vegetable oil

Calories
130

Total Fats (g)

0

Sodium (mg)
35

Potassium (mg)
70

Total Carbohydrates (g)

34

Sugars (g)
33

Protein (g)
0

Caffeine (mg)
0
 ORGANISATION STRUCTURE IN TERMS OF INPUTS CONVERSION PROCESS AND

OUTPUT

Process chart (FLOW CHART 1)

SUGAR SYRUP AS PER

FORMULATION SLICE

SUGAR SYRUP TRANSFER ADD

AS PER TO SALTS
FORMULATION BLENDING
SLICE MANGO TANK

CHECK TA SET BRIX ADD

& ADD
SUGAR DUMPING & ADD FLAV
UNIT
VOLUME PULP
CYTRIC OUR &
ACID IF ASCO
CITRUS
RAW SYRUP PECTIN STERILISING
FOR TETRA
RAW SYRUP TANK 7.5 KL 2nd FOR
TANK 7.5 KL 1st
PRE COAT
TANK
BEVERAGE PESTEURISING
HOMOGENISE HOLDING UNDER GLASS
AT 220BAR TANK
DISC
DISC FILTER FILTER
1st 21st BOTTLES FROM HOT WATER FILING &
WASHER AT FINAL CROWNING
RINSE JETS

AMBIENT CASE
FILTER PRESS COOLING IN INVERTER
WAREHOUSE PROPOSED DATE CODING
PRESENTLY
MANUAL
SLICE
SYRUP
PLATE HEAT ROOM
EXCHANGER

CSD TBA 9
SYRUP SHRINK MUTI SHRINK STRAW FILLING
ROOM WRAPING APPLICATIO MACHINE
CO2 BLAX N
TANKER
WARE
HOUSE
CARBO CASE PACKER
COOLER FILLING &
R.O.WATER CROWNING
TREATMENT

Figure 1.4
FLOW CHART OF MANPOWER ON THE PROCESSING OF
SOFT DRINKS

Shipping centre {Loading of empty crates on the conveyer belt.}

{Removal of straw pipe, other brands.}

Pre inspection (2persons)

Uncaser {Removal of dirty, wooden matter}

(2persons)
{Removal of breakage bottles}
Breakage point (1person)

Feeding end {Proper feeding of the bottles}

(4persons)

Discharging end {Maintaining proper moving of bottles on the

Conveyer belt.}(1person)
{Removal of bottles not properly washed}
Empty light (2persons)

Filler {Automatic filling crowning of the filled

Bottles}(1persons)

Final light
inspection

[Packing of 24 bottles in crates.]

Case packer

Figure 1.5
 PROCESS DESIGN / PRODUCT LIFE
CYCLE

MARKET 1 MARKET 2 MARKET 3 MARKET 4

VARUN
BEVERAGES LTD.

CONVEYER CONVEYER CONVEYER CONVEYER TETRA

BELT 1 BELT 2 BELT 3 BELT 4 SLICE ( AS
IN FLOW
CHART 1)

Pre inspection Uncaser Breakage point

light

Empty light inspection Discharging end Feeding end

Filler Final light Case packer

inspection

SHIPPING
CENTRE

MARKET 1 MARKET 2 MARKET 3 MARKET 4

Figure 1.6
DISTRIBUTION SYSTEM

VARUN BEVERAGES LTD. is a big company. It has a very long supply

chain starting from manufacturing point from factory to end consumer. Supply

chain also involves procurement of material T production scheduling and

planning, production control. Its distribution system starts from

bottling/material manufacturing point. VBL has got its own Bonded

9warehouse, finished product transferred to Bonded warehouse .From these

warehouse goods are stored and transferred to C/F Agents dealers and depot.

Then the goods are taken away by stockiest distributes these goods to retailer

and from there to end consumer to consume its product.

 CHART OF DISTRIBUTION SYSTEM

FACTORY

BONDED WAREHOUSE

CLEARING & FORWARDING AGENTS(C & FA)

DEALERS

RETAILERS

END CONSUMERS
 PRODUCTION SET UP
KOSI PLANT

Kosi plant is a dedicated plant for five major product. These are as follows:-

PRODUCT BOTTLING FILLING

PEPSI 300 ML, 200ML, 1 LT.

MIRINDA- 300 ML, 1 LT.

APPLE (New launch Product)

LEMON

ORANGE

SLICE 250 ML

7-UP 300 ML

EVERVESS

SODA 300 ML

MOUNTAIN DEW 200ML&300ML

Plant is producing 100 crores of turnovers every year. Plant has employed about 200
employees with separate company uniform on permanent and casual basis. There are 40
Managers/Officers/ Supervisors and rest of workmen. Plant is dispatching near about
125-150 truks in peak seasons per day to various location. This plant is spread over 5
acer

Executive Offices Co-founder of PEPSICo

PEPSICo, Inc. Donald M. Kendall
700, Anderson Hill Road
Purchase, NY 10577
(914) 253-2000
Officers
Steven S Reinemund Tod J. MacKenzie
Chariman of the Board and Senior Vice President
Chief Executive Officer Corporate Communications

Indra K. Nooyi Matthew M. McKenna

President and Sr. Vice President, Finance
Chief Financial Officer

Peter A. Bridgman Margaret D. More

Sr. Vice President and Controller Sr. Vice President,
Human Resources

Albert P. Carey Lionel L. Nowel III

President, PEPSICo Sales Sr. Vice President and Treasurer

Steven Y. Gold Larry D. Thompson

Senior Vice President Sr. Vice President Govt. Affairs
Supply Chain General Counsel and Secretary

James Kozlowski
Sr. Vice President
Global Procurement
Principal Divisions and Officers
Frito-Lay North America PEPSI-Cola North America
7701 Legacy Drive 700 Anderson Hill Road
Plano, TX 75024 Purchase, NY 10577
(972) 334-7000 (914) 253-2000

Irene B. Rosenfeld Dawn Hudson

President and Chief
Executive Officer
Chairman and Chief Executive Officer
PEPSICo International QTG (Quaker Foods/
700 Anderson Hill Road Tropicana/ Gatorade)
Purchase, N.Y. 10577 Chicago, IL 60661
(914) 253-2000 (312) 821-000

Michael D. White John C. Compton

Chairman and Chief Executive Officer
Directors
John. F. Akers
Former Chairman of the Board and
Chief Executive Officer
International Business Machines
President and Chief
Executive Officer
Sharon Percy Rock feller
President & Chief Executive
Officer- WETA Public
Stations, Washington DC

Robert E. Allen James J. Schiro

Former Chairman of the Board and Chief Executive Officer,
Chief Executive Officer, AT&T Zurich Financial Services

Ray L. Hunt Franklin A. Thomas

Chief Executive Officer Hunt Oil Consultant
Company and TFF Study Group
Chairman, Chief Executive Officer and Cynthia M. Trudell
President Hunt Consolidated, Inc. President, Sea Ray Group

Arthur C. Martinez Solomon D. Trujillo

Former Chairman of the Board, President Former Chief Executive
& Chief Executive Officer Sears, Orange, SA
Roebuck and Co.

Indra K. Nooyi Daniel Varsella

President and Chief Financial Officer Chairman of the Board and
PEPSICo Chief Executive Officer
Novartis AG
BEVERAGES
INDUSTRY IN
INDIA
 BEVERAGES INDUSTRY IN INDIA

Indian Beverages industry's 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 Minerals Water under PEPSI brand. The various flavors and
sub- brands are PEPSI, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP,
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 the 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.
 ENTRY OF
PEPSICO IN INDIA
 ENTRY OF PEPSICO IN INDIA

In 1977, a change in the govt. at the center lead to the exit of COCA-

COLA which is preferred to quit rather to dilute its equity to 40% in

Compliance with the Foreign Exchange Regulation Act (FERA).

The beginning of 81's saw a birth of another cola

drinks "Thums Up" in 1978 PARLE leads the Indian

markets (share 33%) with its Goldspot & Limca brands.

In 1987 pure drinks share came down to 21% a result of

growing popularity of Limca & Thums Up. At the same time the threats to the

Indian soft drink market was that of fruit drink.

In 1988, fruit drinks market was valued at Rs. 4 0Crores & was growing

at the rate of 2%. In year 1985, the government rejected a proposal with R.P.

Goenka group. This involved the export of fruit juice concentrates from Punjab

in return for the import of the cola concentrates. The deal offered was 3:1 export

- import ratio in return for being allowed to market PEPSI in India. The Rs. 22

crore PEPSICO project was the second bid by the U.S. headquarter MNC to

enter India. PEPSICO would have an equity holding of 39%, Punjab Agro

Industries Ltd. (PAIC) 20% & Voltas 24%.

PEPSI's share which have been originally just under 40% was whittled to

about 35% & PAIC's share was hiked to 40% these were mainly the in which

COKE had left India in 1977. Thus PEPSI not only accepted the conditions but

also went much further. Finally their was a victory for PEPSI who after more

than 4 years of acrimonious battle was launched in June 1990 selectively in

Rajasthan, Punjab, Uttar Pradesh & South as a "LAHAR-PEPSI"

 In 1991, saw a major launch of 7UP & Mirinda in India, which was

warmly received by the Indian Customers & Consumers. 1993 was a new

beginning for fountain PEPSI(PMX). In 1984 PEPSI achieved the No. 1

position in cola brands in India. In 1996 the Mirinda attained the No. 1 position

in orange beverages category's Mr. Ramesh Vengal was the first Managing

Director who was there till a April 1992; Mr. Suman Sinha the current president

took over from him after a long inning with Hindustan Lever Ltd. (HLL).
 ABOUT RKJ GROUP

It can be said with absolutely 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 manufacturer 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 exclusively 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 Champs Devi Jaipuria Charitable Trust.

Companies are medium sized, professionally managed, unlisted and

closely held between India Promoters and Foreign collaborators.

The group added another feather to its cap when the prestigious PEPSICo

"International Bottler of the Year" award was presented to Mr. R.K. Japuria for

the year 1998 at a glittering award ceremony at PEPSICo's 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, Mr. Roger A. Enrico, Chairman of the Board & C.E.O.,

PEPSICo Inc. and Mr. Craig Weatherup, President of PEPSI Cola Company.

NEW DELHI, OCT 20: Ravi K Jaipuria (RKJ), one of Pepsi Co India's

largest franchisee bottler, says that despite a slump in Pepsi sales, he is going

ahead with capacity expansion plans with an investments of Rs. 100 crore over

a period of next six months.

The investments will see setting up of two new plants through Varun

Beverages (a bottling company of RKJ and part of the Rs. 1,200-crore Jaipuria

Group) at Bhilwadi and Jaipur in Rajasthan ands also a foray into the

manufacturer of crowns and plastic shells for glass bottles, RKJ chairman Ravi

Jaipuria group collectively forms about 45% of Pepsi's total franchisee business.

According to Varun Beverages president-finance Mr. R.P. Gandhi, the

company is spending Rs. 60 crore to set up a new bottling plant at Bhilwadi,

Rajasthan, with an installed capacity of 80 lakh cases. A 15 acre plot has

already been acquired by the company and the plant commissioned last month -

is expected to come up by March 2004.

Additionally, the company plans to raise capacities at its Kosi plant in Up

by 30 Lakh cases, pumping in an investment of Rs. 15 Crore. As part its

backward integration venture, Mr. Jaipuria is setting up a new plant for

manufacturer of crowns and plastic shells at Ajmer Road, Jaipur, with an

investment of Rs. 25 crore.

While admitting that Pepsi's sales were hurt post-cola contamination

controversy, Mr. Jaipuria, however, maintained that "it was difficult to access
whether the slump was due to the controversy or a lean monsoon. Weather has

played a spolit sport, too, and the season has been dull so we can't really say

whether sales have been hit by the pesticides issue alone," he said, adding that

otherwise 2003 has been an excellent year for soft drinks sales.

With the new initiatives, the RKJ group which operates through two

companies - Varun Beverages and Devyani - hopes to achieve a sales turnover

of Rs. 600 crore by the end of 2004, and Rs. 720 Crore by 2004. The Company

posted a sales turnover of Rs. 500 crore in 2002.

The RKJ group led Mr. Jaipuria has seven Pepsi bottling plants spread

around the country in Greater Noida and Kosi (U.P.), Alwar and Jaodhpur

(Rajasthan), Goa, Dharwar (Karnataka) and Kathmandu. The total capacity at

these units is about 220 lakh cases as per year or 5,000 bottles per minute.

Besides the soft drinks business, RKJ is also firmly entrenched in the

foods and education business. Part of the Rs. 1,2000 crore Jaipuria Group,

which has interests in diverse fields including Pepsi, Pizza Hut (he's the sole

franchisee of Pizza Hut in north India) and DPS Schools, Mr. Ravi Jaipuria has

more recently set his eyes on the emerging dairy market. He has formed a joint

venture company with brother Mr. C.K. Jaipuria to bring in the French dairy

major Candia into the country. It recently launched a range of ice-creams

branded Cream Bell in the country.

Apart from Mr. Ravi Jaipuria, Mr. C.K. Jaipuria is Pepsi's largest

franchisee bottler and owns Pepsi bottling units in Jammu, Vizag, Guntur and

Delhi.
 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 stake holders by making economic value

additions in all corporate functions.

RKJ GROUP

WITH

PEPSICO
 ABOUT RKJ GROUP

The Jaipuria Group since 1975 has been a renowned and reputed name in

the field of soft drink bottling. Since its foray into this field the Group has

bottled almost all the major soft drink brands that existed in India like Coca

Cola, Thumsup, Limca and PEPSI etc.

Today the Jaipuria Group commands almost 60% of the PSPSI business

in India. With an impressive turnover and plants equipped with the latest

technology the Jaipuria Group can boast of being the biggest name in the

country when it comes to soft drink manufacturing.

The Group has a major presence in most part of the country, with its 22

fully operational plants running successfully across the country.

 PEPSI BOTTLING PLANTS IN INDIA

1. Goa, Salcete

2. Karnataka, Dharwad

3. Rajasthan, Bhiwadi

4. Rajasthan, Jodhpur

5. Rajasthan, Jaipur

6. Rajasthan, Alwar

7. Uttar Pradesh, Greater Noida

8. Uttar Pradesh, Kosi

9. Kathmandu, Nepal
INTRODUCTION

OF

COCA-COLA
 INTRODUCTION OF COCA-COLA

The Coca-Cola Company exists to benefit and refresh everyone it

touches. Founded in 1886, Company is the world's leading manufacturer,

marketer, and distributor of nonalcoholic beverage concentrates and syrups,

used to produce nearly 400 beverage brands. Its corporate headquarters are in

Atlanta, with local operations in over 200 countries around the world's most

widely recognized brands. It is the single global competitor of PEPSICO.

COCA-COLA INDIA :

After a 16 years absence, Coca-Cola returned to India in 1993. The

Company's presence in India was cemented in November that year in a deal that

gave drink Coca-Cola ownership of the nation's top soft-brands and bottling

network. Coca-Cola India has made significant investments to build and

continually improve its business in India, including new production facilities,

wastewater treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested mote than US$ 1

billion in India.

COCA-COLA PRODUCTS IN INDIA :

Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot

join the Company's International family of brands including Coca-Cola, Diet

Coke, Sprite and Fanta, plus the Schweppes products range.

 FLAVOURS OF

PEPSI &

COCA-COLA

COMPARATIVELY
 "COLA FLAVOURS"

Cola is a most popular flavor in any group of age. This is the most

saleable flavor in theworld. Both PEPSICO & COCA COLA has its own cola

flavor. PEPSICO has a cola flavor named PEPSI and cola flavor of COCA

COLA are THUMPS UP & COKE. PEPSI COLA is a cash cow brand for the

company in terms of sales revenue. PEPSI has two competitive brands in the

cola flavor.

PEPSI :

COCA-COLA :
 “LIME & LEMON FLAVORS”

This segment of flavor is very likely in the children and aged person.
PEPSICO has three brands in this segment with comparison to the brands of
COCACOLA. The PEPSI’s brands are MOUNTAIN DEW, MIRINDS
LEMON and 7UP whether the COCACOLA has its SPRIT & LIMCA in this
segment.

MIRINDA LEMON is considered to be lemon in taste, comes under the

category of cloudy lemon of its color which is similar to that of clouds. It has to
yield good revenue.

MOUNTAIN DEW is sweet lemon soft drink in India and in a few countries. It
is mostly demands by the children.

7UP s lemon-lime soft drink. Sales of 7UP is third largest carbonated soft drink
brand in U.S. most consumers prefer 7UP as a their favourite brand than any
other non-cola.
 “ORANGE FLAVORS”

This is another type of flavor in the soft drink industry. The taste is like
orange. In this segment PEPSI has a brand named MIRINDA whether
COCACOLA has its FANTA in orange. This flavor is mostly preferred by
children and women.

PEPSI :

COCAL-COLA:
 “MANGO FLAVORS”

in this category’s of flavor is like a Mango. This flavor is now becoming

more popular in India. In Mango flavor PEPSI has a well known name SLICE
whether COCACOLA has a MAZAA in this segment.

PEPSI:

COCAL-COLA:
 NEW BRANDS LAUNCHED BY PEPSICO

7UP ICE :-

PEPSICO India recently launched a new flavor named “7UP ICE” in Indian market.
It is hard that 7UP. The taste of 7UP ICE is mint.

MIRINDA BAT

PEPSICO is recently launched MIRINDA BAT BERRY. The taste of

MIRINDA BAT BERRY is like Glico din.
 NEW BRANDS LAUNCHED BY COCA-COLA

SPRIT ICE :-

COCA-COLA India is recently launched “SPRIT ICE” in the competition of

“7UP ICE” of PEPSI. This is a newly kind of flavor ads by both of companies.
 ANALYSIS &
INTERPRETATION
 AREA WHERE SURVEY IS
CONDUCTED

1. Sonkh
2. Loriya patti
3. Nanu patti
4. Bachh Gaon
5. Jajan patti
6. Lalpur
7. Palidugra
8. Nagla akka
 ANALYSIS AND INTERPRETATION

A survey with sample size 100 is conducted on randomly basis in different parts
of Agra to take the help in comparative analysis of PEPSI & COCACOLA.

All the samples which are selected are the retailers/outlets of PEPSI and
COCACOLA.

COMPARATIVE SALE IN “200 ML”

Pepsi
40%
Pepsi
Coco Cola
Coco Cola
60%
 COMPARATIVE SALE IN 300ML

peps i, 47% pepsi

cocakola,
53% cocakola
 COMPARATIVE SALES IN “500ML”

60%

50%

40%

55% Series1
30%
45%
20%

10%

0%
Coco Cola Pepsi
 COMPARATICVE SALES IN “2LTR”

60%

50%

40%

30% Pepsi Series1

Coco Cola
20%

10%

0%
Pepsi Coco Cola
 COMPARATIVE SALES IN “CAN”

60%

50%

40%

30% Pepsi Series1

Coco Cola
20%

10%

0%
Pepsi Coco Cola
 EXTRA EFFORTS MADE BY RETAILERS TO SELL PEPSI

38%

Yes
No

62%

According to the survey conducted I found that the retailers do not make some
extra efforts to sell PEPSI. The company should makes such promotion activities and
motivate the retailers by any means so that they should make some extra efforts to
increase the sales of Mountain Dew.
LIMITATIONS OF
THE STUDY
 LIMITATION OF THE STUDY

Responsible managers & personals in the marketing department of Varun

Beverages Ltd. Provide necessary assistance to me in “Comparative Analysis of PEPSI &

Coca Cola”. They discussed different aspects & functions of marketing as practical

PEPSICo India Ltd (VBL). Almost all the necessary information was provided to me in

the support of this project report.

However there are some problems, which cannot escape

from. The limitation faced, felt or expressed by me are as follows –

• Due to lack of time (i.e., Two & half month) it is not possible
to reach all respondents.
• The lack of availability of time on the respondent’s part.
• Some respondent’s was biased.

I tried to overcome on these limitations.

CONCLUSION OF
THE STUDY
 CONCLUSION OF THE STUDY

I have studied and analyzed the Comparison of PEPSI & Coca Cola on different

aspects of the markets, outlets, distribution & consumers. The survey was conducted in

various areas of Agra city with great enthusiasm. This project report Concludes that

PEPSI is much strong than the COCA COLA and 100% is tough job & the most

important thing, which I feel to improve is “the availability to retailers & consumers”.

The retailers & consumers both promotes either PEPSI or any

other of it’s brands (eg. Mountain Dew) for could be with regard to
order processing, warehousing, inventory management &
transportation, besides that shop covering, time of enter & exit
from the market by the salesman, cooling appliances, glow shine
board, schemes, incentives, prizes, gifts, discount, proper billing,
returning, of defective goods, proper supply should be improved.
My ob was to make marketing managers aware of all the
problems so that a proper course of action be required to be
undertaken.
The only competitor of PEPSI is COCA-COLA, & no local
brands can beet PEPSI.
RECOMMENDATIONS &
SUGGESTIONS
 RECOMMENDATIONS & SUGGESTIONS

After completing this report I find myself able to recommend Varun

Beverages Ltd. to boost up the sales o PEPSI & it’s other brands.

1) PRODUCT AWARENESS PROGRAMES FOR CONSUMERS &

RETAILERS SHOULD INCREASED

A) For Retailers :- The Company should organize seminars, but

there must be compulsion for retailers to attand the seminars.
B) For Consumrs :- The Company should organize some more

programmes in different localities. Awareness programmes may

help increase the market share of PEPSICO.

2) SUPERVISION ON THE DISTRIBUTION ROOTS IS

REQUIRED

The main purpose behind this is that on time to time there is eye check on salesmen’s
efficiency & on top of that they are going to meet retailers directly.

3) PROMPT DELIVERY OF PRODUCTS

Prompt delivery of the products to the customers is very much

necessary towards enhancing the reputation of company & which
is defining helpful in keeping the customers.
4) INCREASE THE MOTIVATION

The company should motivate its sales force its sales force to take
the achievement higher than the targeted by rewarding them
properly.

5) PEPSICo should keep sales engineers in various areas to provide

technical support to the outlets related to the cooling system.
6) The schemes & the other information are properly communicated
to retailers so they are better equipped to handle the quarries of
customers properly.
7) Another problem is replacement i.e. any bottle has some defect
than the salesman should replace it immediately.
8) There should be the time-to-time & proper survey of the markets.
9) On extra sales unto some predetermined margines the sales force
should paid extra commissions & bonuses.
BIBLIOGRAPHY
 BIBLIOGRAPHY

WEBSITES

www.pepsico.com

www.pepsi.com

www.rkigroup.com
QUESTIONNAIRE
 QUESTIONNAIRE

Dealer :……………………..

Contact Person :……………………….

Address :……………………………….

 Kind of Shop:
 Eatery  Confectionary
 Grocery  Others
 Which brand you purchase:
 PEPSI  Both
 COCA-COLA

 Which flavour you purchae more

 COLA  Orange
 Lime & Lemon  Mango
 Which volumn of Pack preferred by customers :
 200ml  500ml
 300ml  2Ltr.
 Age group of your customers :
 Below 15 yrs  25-35 yrs
 15-25 yrs  35 yrs & Above
 Customer's preference depends upon :
 Brand  Availability
 Advertisement  Scheme

 If customer's preference depends upon schemes, than which age

group is mainly affected by it.
 Below 15 yrs  25-35 yrs
 15-25 yrs  35 yrs & Above
 Average monthly consumption of PEPSI & COCA-COLA
 PEPSI ……………….
  COCA-COLA ……………….
 Do you make some extra efforts to sell/promote the PEPSI :
 Yes
 No
 If yes, then what type :
……………………………………………………………………
…….
……………………………………………………………………
…….
 Any suggestion to the company :
……………………………………………………………………
…….
……………………………………………………………………
…….
 BRAND AVAILABLE IN THE MARKET
Table-I

PEPSI Products

Table-II

COCA-COLA Products

Table 1
Product Name/Package 200ml. 300ml. 500ml. 1Ltr. 1.5Ltr. 2Ltr.
Pepsi Yes Yes Yes No No Yes
Mirinda (Lemon) Yes Yes Yes No No Yes
Mirinda (Orange) Yes Yes Yes No No Yes
7-up Yes Yes Yes No No Yes
Slice Yes Yes Yes No No Yes
Montain Dew Yes Yes Yes No No Yes
Aquafina (Mineral Water) Yes Yes Yes No No Yes
Lehar Soda Yes Yes Yes No No Yes

Table 2
Product Name/Package 200ml. 300ml. 500ml. 1Ltr. 1.5Ltr. 2Ltr.
Coca-Cola Yes Yes Yes No No Yes
Thums-up Yes Yes Yes No No Yes
Sprite Yes Yes Yes No No Yes
Limca Yes Yes Yes No No Yes
Mazza Yes Yes Yes No No Yes
Kinley (Mineral No No Yes Yes No No
Water)
Kinley Soda No No Yes Yes No No
Coke No No Yes Yes No No

FINDINGS OF CONSUMER'S SURVEY

(Sample size 200)
Division of consumers according to:-

• Age Group

Below 20 40%

20 - 30 41%

30 - 40 12%

Above 40 7%

• Gender :-

Male 70%

Female 30%

• Education :-

Under Graduate 38%

Graduate 34%

Post Graduate 15%

Professional 13%
• Profession :-

Student 56%

Service 22%

Business 18%

Any Other 4%

• Frequency of consuming soft drink :-

Daily 31%

Weekly 20%

Occasionally 46%

On any occasion 3%

• Reason for consuming soft drink :-

Refreshing 65%

Hygienic 6%

Thrust 20%

Fizzy 9%
 SWOT ANALYSIS

An analysis that includes environmental analysis competitive analysis

and analysis of corporate strengths, weakness, threats and opportunities.

STRENGTHS :

1) Top management decides strategic planning and its implementation

regarding the availability, affordability of its brands.
2) Top management is very effective it take decisions on every aspect of
business like social responsibility, sales promotion marketing, finance
distribution etc.
3) Company has goodwill among the public.
4) Effective distribution channels.
5) Effective advertisement systems.
6) Company has automatic plant for production.

WEAKNESSES :

1) The organization structure is not properly designed.

2) Demands of specific products are not fulfilled.
3) During the retailers survey I found that policy of our Organization is
not good. It must be clear to all retailers. It must know what the
 scheme, incentives & commission will be provided for them by the
company.
4) Sales representatives of company are not performing according their
efficiency so sales effected.
5) Mismanagement is distribution of advertising materials.
6) Quality of some products is not good like Mirinda and Lemon.

OPPORTUNITIES

1) VBL must be fulfilled the demand of market with it Pepsi can increase
its market share.
2) Company can capture more market share if it Covers those areas
where competitor has not reach.
3) Company should consider on non user of cold drink.
4) Company can capture more market share when introduces 200ml. For
children at reasonable price.

THREATS :

1) Company should maintain present market share.

2) Policy regarding the scheme should be transparent be -cause it
creating dissatisfaction among the ratil our let holders.
3) Main competitor of Pepsi is coke. Now a days coke is Improving
planning, strategies & its implementation. Company should also
change the market strategies.
4) The forthcoming market would be the market of consumers. So the
schemes must be consumers oriented.
5) Now a days awareness of consumers increasing Rapidly so consumers
are quantity conscious so company should plan according customers
preferences.