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A COMPARATIVE ANALYSIS ON

CONSUMER BEHAVIOUR TOWARD’S


PEPSI AND COKE
A
PROJECT REPORT
Submitted to PTU Jalandhar in partial fulfilment of the requirements
for the degree of
MASTER OF BUSINESS ADMNISTRATION
2009-11

SUPERVISED BY: - SUBMITTEBY:-


Dr. Inder Jeet
DineshJamwal
Roll no. 9507

MBA-4th SEM.

INDO GLOBAL COLLEGE OF ENGINEERING

ABHIPUR (MOHALI)

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CERTIFICATE

This is to certify that this project entitled A COMPARATIVE ANALYSIS ON


CONSUMER BEHAVIOUR TOWARD’S PEPSI AND COKE Submitted in partial fulfilment of
the requirement for the degree of Master of Business Administration of PTU
Jalandhar, by Dinesh Jamwal Roll No 9507 has been executed under my
supervision and guidance.

The data reported in it is pure. The assistance and help received during
the course of this investigation has been duly acknowledged. It is further
certified that it is original piece of work and it is worthy of the consideration for
the award of degree of Master of Business Administration.

PROJECT GUIDE

Dr. Inder Jeet


DATE ___________

PLACE ________

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ACKNOWLEDGEMENT

It is my privilege to express my indebtedness to my respected teachers;

my parents and friends without those help, this project could not have been

completed. Their able guidance, encouragement and valuable suggestions led

my way pass easily through most difficult period the project.

I would also like to thank the faculty and staff of M.B.A. at the Indo

Global College without whose help this project would not have been possible.

(DINESH JAMWAL)

M.B.A. – 4th sem.

Univ. Roll No. 90412265347

DECLIARATIONS
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I hereby declare that this project work entitled “A
COMPARATIVE ANALYSIS ON CONSUMER BEHAVIOUR TOWARD’S
PEPSI AND COKE” is my original work, carried out under
the guidance of my faculty guide DR. Inderjeet and has not been
submitted to any other institute/ university or any organization.

Signature
DINESH JAMWAL

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TABLE OF CONTENTS
CERTIFICATE

ACKNOWLEDGEMENT

CHAPTER 1 INTRODUCTION

1.1 STATEMENT of THE PROBLEM

1.2 INDIAN SOFT DRINK INDUSTRY

1.3 PROFILE OF PEPSICO

1. PROFILE OF COKE

1.5 BIRTH OF REFRESHING IDEA

1.6 PEPSI IN INDIA

1.7 COKE IN INDIA

1.8 MARKETING STRATEGIES OF PEPSI AND COKE

CHAPTER 2 RESEARCH DESIGN

2.1 STATEMENT OF OBJECTIVES

2.2 SCOPE OF THE STUDY

2.3 DATA COLLECTION

2.4 SAMPLING DESIGN

2.5 DATA ANALYSIS TOOLS

2.6 LIMITATIONS OF THE STUDY

2.7 SCHEME OF CHAPTERISATIONS

CHAPTER 3 DATA ANALYSIS AND INTERPRETATION

CHAPTER 4 FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

ANNEXURE
BIBLIOGRAPHY
QUESTIONNAIRE

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LIST OF TABLES
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF CONSUMPTION OF
TABLE NO.3.1 SOFT DRINKS
TABLE NO.3.2 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
CONSUMPTION PATTERN.
TABLE NO.3.3 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
PREFERENCE TO BRAND NAME.
TABLE NO.3.4 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
PREFERENCE TO SOFT DRINKS.
TABLE NO.3.5 REACTION OF CONSUMER WHEN BRAND OF THEIR CHOICE IS NOT
AVAILABLE.
TABLE NO.3.6 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF QUANTITY
CONSUME BY THEM.
TABLE NO.3.7 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THING PROMOTES
THEM FOR CONSUMPTIONS.
TABLE NO.3.8 CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT HOW OFTEN
THEY CONSUME SOFT DRINK.
TABLE NO.3.9 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PURPOSE
OF CONSUMPTIONS.
TABLE NO.3.10 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
SATISFACTION LEVEL WITH COMPANY SCHEME(PEPSI).
TABLE NO.3.11 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
SATISFACTION LEVEL WITH COMPANY SCHEME (COKE).
TABLE NO.3.12 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR REACTION
IF COMPANY REVISED ITS RATES.
TABLE NO.3.13 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF PROBLEMS FACED
BY THEM REGARDING PEPSI.
TABLE NO.3.14 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF PROBLEMS FACED
BY THEM REGARDING COKE.
TABLE NO.3.15 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
PREFERENCE TO FLAVOUR OF PEPSI.
TABLE NO.3.16 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
PREFERENCE TO FLAVOUR OF COKE.
TABLE NO.3.17 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
AWARENESS ABOUT ADULTERATION.
TABLE NO.3.18 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
THAT WHO IS MORE ADULTERATED.
TABLE NO.3.19 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
AWARENESS ABOUT NEGATIVE ASPECT.
TABLE NO.3.20 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
THAT WHICH SOFT DRINK HAS MORE NEGATIVE ASPECT.
TABLE NO.3.21 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
ABOUT ASPECTS REGARDING PEPSI
TABLE NO.3.22 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
ABOUT DIFFERENT ASPECTS REGARDING COKE.
TABLE NO.3.23 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR THINKING
THAT COKE IS MORE TASTY AND REFRESHING THEN PEPSI
TABLE NO.3.24 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR THINKING
THAT PEPSI IS MORE TASTY AND REFRESHING THEN COKE.
TABLE NO.3.25 CLASSIFICATION OF RESPONDENTS THE BASIS OF SAILING OF SOFT
DRINKS.
TABLE NO.3.26 CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH SOFT
DRINK THEY SOLD MORE
TABLE NO.3.27 CLASSIFICATION OF RESPONDENTS THE BASIS OF THAT WHICH
COMPAY GIVE BETTER SERVICE

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CLASSIFICATION OF RESPONDENTS THE BASIS OF THAT
WHICH COMPAY GIVE BETTER SERVICE

TABLE NO.3.28
TABLE NO.3.29 CLASSIFICATION OF RESPONDENTS THE BASIS THAT SOFT DRINKS
COMPANIES THINK ABOUT CONSUMERS HEALTH AND SAFETY.

TABLE NO.3.30 CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH MEDIA IS


MORE EFFECTIVE IN MARKET (CASE OF PEPSI).

TABLE NO.3.31 CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH MEDIA IS


MORE EFFECTIVE IN MARKET (CASE OF COKE).

TABLE NO.3.32 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION


LEVEL WITH SERVICE AND SUPPLY OF PEPSI.

TABLE NO.3.33 TCLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION


LEVEL WITH SERVICE AND SUPPLY OF COKE.

TABLE NO.3.34 CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH


COMPANY PROVIDES THEM VISICOOLER.

TABLE NO.3.35 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF DISPLAY INPUTS


(IN CASE OF PEPSI)

TABLE NO.3.36 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF DISPLAY INPUTS


(IN CASE OF COKE)

TABLE NO.3.37 CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH INPUTS

TABLE NO.3.38 CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH INPUTS


HELPS THEM TO INCREASE SALE (COKE).

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CHAPTER 1
INTRODUCTION

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1.1 STATEMENT OF THE PROBLEM

In modern days, market plays a vital role in rapidly changing industrial scenario. The
marketing decline is undergoing reappraisal in the light of vast goals, technological, economic and
social changes being faced by the today companies. In order to known the changes in the field of
marketing it are necessary to conduct market survey.

We know that now a days there are different soft drinks are available in Indian markets but
soft drinks produced by PepsiCo and Coke Company are more popular in Indian markets and there is
a need to study the strategies of both the company.

Coke and PepsiCo both are the top most companies of beverages in the world. today,
PepsiCo beverages are available in more than 200 countries, PepsiCo introduced unique products for
local area, on the other hand the products of coke reach consumers and customers around the
world through a vast distribution network made up of local bottling companies and there are 14
million retail outlets of coke in worldwide, so there is a huge competitions between these two to
capture more and more market share so there is a need to study the marketing input and strategies
of both the companies and it will help us to know that who is the best among the both.

Study was conduct considering the following accepts:

Firstly, both are representative of soft drink market which is highly promoting with a lot of
potential.

Secondly the behaviour of the retailer is very much influenced by the additional benefits he is
getting for selling the products having.

Thirdly to understand the market condition of the soft drinks in the present scenario and the
competition level in the market.

Considered the key role of the retailer in present day market as an attempt was made to
study the impact of company’s schemes of offering coolers to the retailers.

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It will be the required need and significance of my project study.

1.2 INDIAN SOFT DRINK INDUSTRY

In India, the soft drinks industry came into existence in the late 50’s and early 60’s.Since then, many
brands have come up over the years. Similarly, many brands have wilted under the intense
competition (as if to balance the situation) and high cost of advertising. This has led to the idea that
sales depend on advertising to a large extent.

In the late 80’s and early 90’s the industry had grown rapidly with the active support from
the government. The major thrust from the government came in the form of the new industrial
policy of 1991, which propounded the concept of liberalization and promoted foreign investments.
By definition this intensifies the competition and ultimately benefits the consumers in terms of
quality products and wider choice.

Over the years, the industry has grown at a very fast rate. The growth was beyond the
expectations of many. It was expected that the international players would leave no stone unturned
to capture the huge potential of the Indian market.

After the exit of Coca-Cola and Fanta in 1977, various brands appeared on the Indian scene,
courtesy Indian entrepreneurs, which fizzled out over a period. Only a few managed to endure over
the passage of time.

Indian soft drinks major, Parle products Ltd was considered as the undisputed market leader
but it was caught napping by the entry of the international major PepsiCo. Still, both of them
managed to carve out portions of the market between them, with PepsiCo getting the Lion’s share.
So they went along for few years. But where Pepsi goes, Coca-Cola cannot be far behind. Coca-Cola
stormed into India to pick up where it left off in 77.With the re-entry of Coca-Cola in the Indian
market after a gap of 16 years in 1993 on October 23, the situation drastically, to put mildly, and it
has been a story of one-upmanship ever since for control of the market .As the figures indicate later
in the report, Coca-Cola is the market leader in the market.

These figures led experts to believe that it is the urban population in general which is fond of
soft drinks at any given time or occasion. On the other hand, the consumption in the rural areas is

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sporadic, to use a term. This may be attributed to the fact that most
of the rural India still considers as a luxury. A clear example of this is
that the consumption of soft drink in rural areas is mostly in
marriage parties or in other ceremonies, where it is considered as a mild status symbol.
Be one of reasons why the per capita consumption of the soft drinks is quite as compared to other
countries.

Whatever may be the reason for it, the mere size of the Indian middle class? Generally
referred to as GIMC (the great Indian middle class), and is estimated to be around 200 million, which
is larger than any single market in the world. This along with the positive trend towards

Westernization and social change presents an extremely lucrative market for any investor around the
globe, especially in the fast moving consumer goods (FMCG) segment.

1.3 PEPSICO PROFILE


PepsiCo is the 18th largest American Company with an annual turnover of (2005) of US 80
billion. PepsiCo has its worldwide operations in 190 countries. The company employees over half a
million persons its operations in beverages, Snacks foods and restaurant operations across the world,
and is possibly the largest employer .PepsiCo has set up a fully integrated operation in India-
manufacturing, research and development, marketing, distribution, covering fruit/Vegetable
processing, export, snacks foods, beverages and restaurants, including franchising of beverages
territories for beverages business and restaurant it has set up a holding company to further
accelerate growth in the future through new initiative and joint ventures. PepsiCo started its
operation in India in 1989 with the formation of Pepsi Foods Limited.

PepsiCo is fully committed to India and the national objective of development of technology,
and accelerating export and employment. Since its entry in 1989. It has brought in over Rs.1000
crores (US 300 million) in foreign exchange, as well as technology and how and used its global
network to develop value-added local and export businesses.

All of Pepsi’s business is employment intensive PepsiCo employs over 35000 persons directly
indirectly in its beverages business and other operations. And 32 bottling plant and new projects are
combining up in west Bengal, Karnataka, Rajasthan, Gujarat and Maharashtra. In addition, the
company has 3 foods processing Units in Punjab manufacturing snacks foods, soft drink concentrate
and red chilli paste. The company also has a modern Rice Processing Unit in Sonepat (Haryana).The
Company, since its inception, has contributed significantly towards backward linkage with the
farmers and helped them to generate higher incomes by increased productivity and quality raw
material products required for food processing industry. Recently, the Company has started a Red
Chilli Paste Unit in Punjab, which sources chillis form 1500 farmers in over 250 village of Punjab.

In the last six year, the company has brought together an excellent Indian Management team
comprising of 200 highly talented Manager, who have been trained to handled beverage and snacks
foods business competently not only in India but abroad as well, and has probably one of the best
full time operating Board comprising of experienced professionals.

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1.4 COKE PROFILE

The Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of
non-alcoholic beverage concentrated syrups, with world head quarters at Atlanta. The Company and
its subsidiaries employ nearly 29,000 people around the world. Syrups, concentrates and beverages
bases for Coca-Cola, the company flagship brand and over 230 other company’s soft drinks brands
are manufactured in nearly 200 countries around the world.
By contract with the Coca-Cola Company or its local subsidiaries, local business are authorized to
bottle and sell the company soft drink within a certain territorial boundaries and under that ensure
the highest standards of quality and uniformity.

The Coca-Cola Company stock with ticker symbol KO is listed and traded in the United Sates
on the New York stock exchange. Common stock is also traded on the Boston, Cincinnati, Chicago
pacific and Philadelphia exchanges. Outside the United States Company’s stock is listed and traded
on German and Swiss exchanges .The Company’s operating, management structure consist if five
geographic group plus “The Minute Maid Company”. The North America Group of companies the
United States and Canada. The Latin America Group includes company’s operations across Central
and South America from Mexico to tip of Argentina. The greater European markets in Western
Europe and the rapidly growing nations of Eastern and Central Europe. The Africa and the Middle
East Group encompasses the Middle East and the entire continent of Africa. The Asia Pacific Group
has operations from India through the pacific region including China, Japan and Australia.

The Minute Maid Company, the company’s juice business in Houston Texas is the world’s
leading marketer of juices and juice drinks. The Minute Maid Company’s product includes Minute
Maid Premium Lemonade Iced Tea, Minute Maid Coolers, Hi-c Blaster and Five Alive.

The Coca-Cola Company has a commitment more than a century old to social responsibility
through philanthropy and good citizenship. The Company’s reputation for a good corporate

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citizenship results from charitable donations, employee
volunteerism, technical assistance and other demonstration of
support in thousand of community’s worldwide.

The Coca-Cola Company continues to sponsor the world’s most exciting sport events
including World Soccer, National Football League, National Basketball Association, NASCAR, the Tour
de France, the Rugby World Cup, COPA America and numerous local events. The Coca-Cola Company
has sponsored the Olympics since 1928.

1.5 BIRTH OF A REFRESHING IDEA


John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta. It was
May of 1886 when the pharmacist concocted caramel colored syrup in a three legged brass kettle in
his backyard. His first distributed the by carrying Coca-Cola in a jug down the street to Jacobs
Pharmacy for five cents consumer could enjoy a glass of Coca-Cola at the soda fountain. Whether by
design or by accident, carbonated water was teamed with a new syrup, producing a drink was
proclaimed “Delicious and Refreshing.

Dr.Pemberton’s partner and bookkeeper, Frank Robinson suggested the name and penned
Coca-Cola in the unique flowing script that is famous worldwide today. Mr Pemberton thought the
two C’s would well in the advertising.

By 1886 sales of Coca-Cola averaged nine drinks per day. That first year Dr. Pemberton sold
25 gallons of syrup shipped in bright red wooden kegs. Red has been a distinctive colour associated
with the No1 soft drink brand ever since and for this effort Mr.Pemberton grossed $50 and spent
$73.96 on advertising.

In 1981 Atlanta entrepreneur As a G.Cand had acquired complete ownership of Coca-Cola


business. Within four years his merchandising flair helped expand consumption of Coca-Cola to every
state and territory. In 1919 The Coca-Cola Company was sold to a group of investors for $25 million.
Robert W. Woodruf become the president of The Coca-Cola Company in 1923, and is more

Than six decades of leadership took the business to unrivalled height of commercial success,
making Coca-Cola an institute world over.

1.6 PEPSI IN INDIA


India’s most critical challenge is to reduce unemployment in the first instance, before a leap
of new employment. According to the famous economist Lord J M Keynes every investment creates
employment. The answer to India’s problems of unemployment is investment .Only new investment

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generates employment, low investment can only results in low
employment .After the liberalization of Indian economy in 1991,
the substantial foreign fund inflow, primarily in the consumer sector
has already taken place. This has generated tremendous economic activity resulting in
major employment growth in this sector. One good example of foreign investment can be PepsiCo,
which began to invest in India in 1989, and in 1994-95 itself, has invested over Rs.1000 crore. Most of
Pepsi’s business has a heavy focus on service to the consumers and retailers, both in domestic and
international markets. The company claims to have generated, directly and indirectly, over 35,000
jobs.

Since it’s early, Pepsi has not only brought in substantial foreign investment, but also technology and
know how, which have been used is local and export business. The international focus of its export
business is also very employment friendly.

PepsiCo has set up a fully integrated operation in India-manufacturing, research and


development, marketing, distribution, covering fruit/vegetable processing, exports, snacks foods,
beverages and restaurants, including franchising of beverage territories for beverage business and
restaurant it has set up a holding company to further accelerate growth in the future through new
initiative and joint ventures. PepsiCo started its operation in India in 1989 with the formation of Pepsi
Foods Limited.

PepsiCo is fully committed to India and the national objective of development of technology,
and accelerating exports and employment. Since its entry in 1989 it has brought in over Rs.1000
crores (US 300 million) in foreign exchange, as well as technology and know-how and used its global
network to develop value-added local and export businesses. All of Pepsi’s businesses are
employment intensive PepsiCo employs over 35000 persons directly and indirectly in its beverage
business and other operations. Pepsi and its franchise have 28 bottling plants and new projects are
combing up in West Bengal, Karnataka, Rajasthan, Gujarat and Maharashtra. In addition, the
company has 3 food processing units in Punjab. Manufacturing snacks foods and soft drink
concentrate. The company also has modern Rice processing units in Sonepat (Haryana.

The company, since its inception has contributed significantly towards backward linkage with
the farmers and helped them to generate higher incomes by increased productivity and quality raw
materials products required for food processing industry. Recently, the company has started a Red
chilli paste unit in Punjab, which sources chillies from 1500 farmers in over 250 villages of Punjab.

In the last six years, the company has brought together an excellent Indian Management
team comprising of 200 highly talented Manager, who have been trained to handled beverage and
snacks food business competently not only in India but abroad as well, and has probably one of the
best full time operating Board comprising of experienced professionals. In May 1990, Pepsi was
launched in Jaipur. Pepsi broke its advertising campaign “Are you ready for the magic” featuring
Remo Fernandes and Juhi Chawla on 15 th august 1990. Since then this magic has won millions of

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Indian heart. Starting from a zero base, Pepsi today enjoys a
leadership in Cola category.

Pepsi’s modern concentrate plant, set up with an investment of Rs.12 crore, at


Channo in Punjab, supplies concentrate to 25 beverage manufacturing units spread over the
country in addition, it generated substantial employment in units supplying raw material s,
distribution vehicles, glass bottles, plastic crates and to small artisans, painters and small traders
engaged in a number of marketing activities.

As most of the ready to serve aerated soft drinks in this country are solving returnable glass
bottles, a huge distribute on force is required to sell products and pick up empties. In 1977, Pepsi
expects to touch sales involve of about 2,500 million bottles. Pepsi services all retailers at least thrice
a week and in summer, very often, twice a day.

The company along with the franchisees has 25 bottling plants spread all over India, of which
PepsiCo owns 12 plants. Over 10,000 persons are engaged in the soft drink manufacturing units.
After the bottles are filled in the units, a primary movement takes place from the factory of the
warehouses and a secondary movement from the warehouse to the retailers. Primary movement
from factory to warehouse requires, 1, 20,000 trucks per annum, covering distance to 30 miles to
600 Miles per day, depending on warehouse distance from the factory. For secondary distribution,
over 1,800 trucks, 3,000 three wheelers, and over 5,000 handcrafts and pushcarts are employed by
Pepsi system. Three people a driver cum salesman ant two loaders man each truck. Pepsi also has
over 1,500 carrying and forward agencies (C&F) and distributors. Employment at distributors average
10 person. This works out to an employment of over 15,000 persons.

Another feature of Pepsi system is installation of 4,000 vending machine known as fountains
for dispensing chilled Pepsi soft drinks in various outlets such as railway stations, airport, recreation
spots, restaurants, departmental stores, cinema house, etc. One person resulting in employment of
4,000 person persons mans each of this vending machine.

A large number of technicians are also engaged in the maintenance of these expensive
machines, which were assembled in India. Pepsi has four vendors to manufacture the 150 million
disposable cups, which are given free along with chilled Pepsi to the consumers from the fountain
Pepsi operation .In the last 18 months, PepsiCo has acquired a fleet of 500 trucks that are used for
distribution of soft drinks to the retailers and proposes to add directly, another 150 trucks in the next
six months. Pepsi bottlers will be adding 500 trucks and three wheelers, to intensify their
distribution. This really proves that single economic activity like beverages has resulted in major
benefits to a number of industries.

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The system generates substantial employment in
marketplace activities such as signage, hoardings, billboards and
other advertisements, where a large number of painters and other
craftsmen are engaged. For example, the number of persons engaged in installation of
signage, sign boards, glow signs and their abdication would be of the order of 120 persons in Delhi
alone, dedicated to Pepsi alone. Similarly going by these numbers, the national employment figure
for dedicated painters and neon-sign fabricators could be over 1,500 persons. The company
recognizes India’s potential of skilled manpower, which is available abundance. PepsiCo is planning to
invest another Rs.500 crore in its Indian operation in the next two years. Each year, Pepsi is likely to
generate an additional employment of 5,000 persons in its business alone.

What striking about Pepsi’s Indian operation is, that the operation has nothing foreign about
it, except the Rs.300 crore in foreign exchange, technology and expertise it has brought from its
parent company. The concentrate, returnable glass bottles, crates, trucks are all “Made in India”
giving employment opportunities to thousands of people. The entire staffs of Pepsi in India-right
from the workers to supervisory staff, including the chairman of the company in India, are all Indians.

In fact PepsiCo, the parent company has posted many Indian Managers in important
assignments outsides India a true recognition of Indian managerial the technical talent.

1.7 COKE IN INDIA


Coca-Cola comes to India with fanfare in the fifties. For a number of days. The Hindustan
Times and other newspaper of New Delhi full-page advertisement showing a big boy in uniform with
a soft drink crown as the cap. There was no indication of the product. After a few days Coke was
introduced it was an entirely new drink which fascinate people. It soon becomes the national drink.
For the first time a soft drink was available from one corner of the country to another. The person
who brought Coca-Cola to India was the father of late Sardar Chranjit Singh, Sardar Mohan Singh. A
practical man Mohan Singh realized that to popularize Coca-Cola and make it a best seller it was
necessary to “catch them young” so he focused on youngsters in the society. Mohan Singh developed
the new concept of a plant visit. Young students from the school were invited to visit the bottling
plants. The company buses picked them up from the school and after the visit dropped them back.
During their visit to the plant they were shown the bottling process and the company manager talked
to them. For them it was fun, as they were treated to free Coke along with gifts when they left the
plant. It was a solid strategy to win them permanently to the product.

Another strategy was developed to popularize Coke in the rural areas. The company realized
that to become a mass consumption product, one has to go to the village. They gave much
importance to the distributive network. The company trucks supplied coke to even the remotest
village.

Coca-Cola introduced another novel concept the franchise system. The company could not
manufacture the product all over the country therefore selected companies were given right to
bottle Coke. The master company provide the concentrate to the bottlers. Special delivery vans were
designed by the company was used all over the country. The expenses were born by the bottlers and
the master company had a system of sharing the sale money. It was an extension of the franchise
system which was successfully working the United States in various industries.

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Coke started as a four anna, later 25 paisa per drink. And it
is said that when Sardar Mohan Singh began his company, he took
a vow that he would not increase its price. He religiously followed it
till his death. The price was raised after his death.

The End Comes

Coca-Cola was the master of al it surveyed for three decades. So strong was the brand that it
did not allow any other brand to develop at the national level. Gold spot and Thumps-up were
popular in western India. Local drink were available in almost all the cities, but were not preferred by
the middle class. However when the price of Coke deviated from the 25 paise benchmark and started
rising upward because of the rising costs and taxes, Soda fountain emerged serving fresh lemonade;
this too could not challenge Coke.

Then came the sudden jerk in 1977. after winning the election the Janta party Government at the
centre asked the company to close down in fact, they wanted Coca-Cola to reversal the formula and
when they refused, the company was asked to close.

For sixteen years Coke was in exile. It created a vacuum during which the company promoted
Coke developed its own Coke Campa-Cola and used similar logo. It however could not catch the taste
of the people. The market was captured by Parle. It almost had the monopoly as the national drink.
One reason was that pure drink, the originator of Campa-Cola was facing management problem and
was not able to take the bull by the horns, Parle held the market till Pepsi came in the late eighties.
The Indian Company owned by Ramesh Chauhan and his younger brother prakash was well
entrenched in the Rs. 1,200 crores soft drink industry in India. Parle was not only the market leader
but it over the years developed loyal consumer when the American soft drink giant entered the
market via Punjab, both Pepsi and Parle were apprehensive of each other.

Parle feared that Pepsi, being the multinational had the muscle power to kill a soft company
which was dependent only on a few products. Moreover Pepsi came on the support of Voltas a Rs.
1,212 crores company backed by the TATAS, and the Punjab Government it came despite strong
opposition by many jobbers and political party because of strong groundwork done by Voltas and the
Punjab Government. This was the time when the Government at the centre could not say not to
Punjab. Pepsi was also not very confident of its position. Parle was strong brand in the country, which
controlled the bottlers and distributive network. The political situation by the time Pepsi opened its
shop became uncertain.

Therefore it was not sure of the Government policy. Investment in bottling plant was huge
and time consuming. The only thing which Pepsi had to fear was time itself. Parle decided to fight

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Pepsi and drew up a strategy. It pre-attempted the new drink by
offering huge discounts to the retailers and distributors. Many of
the benefits were below the counter.

Parle was carefree till the early nineties when the Congress Government of P.V.Narsimha Rao,
opened up the sealed markets India. Coke, which was looking at the Indian market since it left in
1977, wanted to make an entry as early as possible after all Pepsi was its rival all over the world.

Times were running out and if it had to enter alone the market would not wait. Therefore it
started secret Parleys with Ramesh Chauhan. It was great corporate news on 18 September 1993
That Ramesh Chauhan has sold its brand (Thumps-up, Limca, Maaza, and Citra) to Coca Cola for a
staggering sum of $60 million. A small sum for the $13 billion Coca-Cola Company which gave it an
Instant ownership of the country’s top soft drink brands of the country having the largest market
share. Coke also got an access to Parle 60 plant bottling network and a well controlled distributive
system On it Coke decided to develop a modern infrastructure to expand fast in the world’s fastest
soft drink market.

The Future Scenario

The battle lines are drawn now, it is going to be a war between Coke and Pepsi. The
international brand fighter, clashes between Parle and Coke apart. The two bulls have already divided
on the battle ground-it going to be cola and not orange or lemon. During the past twelve month, it is
said that the cola share in the soft-drink output has gone up while all other segments have lost share.
From about 40 percent, its share has gone up to about 54 percent to 15 percent. Other segments
have also shown a fall off between three to four percent each. In the future scenario it seems the
two giants Pepsi and Coke will control the market. Though Cadbury Schweppes has introduced three
drinks Crush, Canady dry and Schweppes but all faded out in the competition.

Product Width & Product line length for Pepsi India Pvt. Ltd. compared to Coke Company:

Product Mix Width

Soft drinks Drinking water

Pepsi Coke Pepsi Coke

Pepsi Coca-Cola

Product Line 7 Up Sprite


Length Orange Fanta
Mirinda

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Mountain Dew Thumps Up Aquafina

Lemon Mirinda Limca


Kinely
Slice Maaza

Diet Pepsi Diet Coke

Evervess Kinely Soda


Soda

Comparison of the Logos of Pepsi and Coke:

19
From the above picture we can observe that from origin itself Pepsi Company has been
changing its Logos but Coke Company has not at all changed its Logo form the beginning. From this
we can understand that Pepsi Company has been trying to create some place in a differently with its
new Logos where as Coke Company tried to fix the same Logo as brand name. Previously the name
of Pepsi is Pepsi-Cola, and now it is changed to Pepsi. The reason for changing the Logos of Pepsi
continuously was it merged many of the largest Food Companies with Pepsi like Tropicana, Fritos Lay
and Galaxy Co. and etc. every time when merged with any Company it changed its Logos, because of
this reason Pepsi became the largest food based products producer in the world. Coke Company is
confined to the soft drink production only. As Coke Company has not changed its Logo, it is totally
fixed in the minds of the people of the world. The people of the world have somewhat confusion on
the Logo of Pepsi Company as it changed its Logos Continuously.

Even though Pepsi Company changed its Logos continuously, it has not changed its slogans
that much frequently. But in case of Coke Company, it has not at all changed its Logo but changed its
slogans very frequently, sometimes thrice and trices a year. From this it is concluded that Pepsi
Company tried to create a brand image of the Company in the minds of the customers using its
different Logos but the same Slogans about the products. But in case of Coke Company it tried to
create a brand image of the Company with the same Logo and different Slogans about the products.
In this manner the two giant Companies in the soft drinks industry compared and differentiated with
each other.

This cola wars became very common to the soft drink Companies. Soft drinks became a part
of everyday life of the people in all over India and other countries of the world. The pop culture has
made resisting the temptation of sugar based carbonated beverages virtually impossible for most.
The soft drink war between Pepsi and Coke keep on going and increasing day by day. They are using
the different techniques to attract the customers towards their products mainly the cola products.
The cola products are:

Pepsi Coke

Pepsi Coca-Cola

Thumps up

Coke Company has the two cola brands, whereas Pepsi has only one brand of cola. Pepsi
Company is using excellent marketing strategies, such as celebrity appearances to sell their products
where as Coke’s realistic approach has placed them at the top of the soft drink industry, mainly in the
case of cola sales. We can observe the cold war through the Advertising of the two companies in the
television. They prepare the Ads to compete with one another. They will hire the famous persons and
the celebrities for their Ads. They will invest lots of amount on advertising. Through the advertising
only the sales of the soft drinks are in creased. Even though Pepsi trying to get the No-1 place in the
soft drinks industry the statistics have shown that they are not able to get that position when
compared to Coke Company for the past few years.

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In case of Advertising Pepsi dominated Coke because most
of the customers are attracted toward the Pepsi Company’s Ads only not to the Coke
Company’s Ads because Pepsi is spending more on advertising preparation when compared
to Coke Company. Pepsi Company is using the famous celebrities when compared to Coke Company
and this increases the influence of the advertising on the customers. Both companies are conducting
their operations successfully in more than 200 countries in the world. The war is going on in every
country all over the world. Pepsi changed its Logos frequently 9 times from its origin but Coke
Company has not at all changed its Logos, this is a great thing that we can observe.

1.8 MARKETING STRATEGY OF COCA COLA AND PEPSICO

1.8.1 SEGMENTATION OF MARKET


A market segment consists of a group of customers who share a similar set of needs and
Wants. Rather than creating the segment the marketer’s task is to identify them and decideWhich
one to target. Leading soft drink companies Coca-Cola and Pepsi follow the similarSegmentation
strategy for target marketing.

 MASS MARKETING

However in some of its popular product both the companies follow the mass marketing
Strategy. In this type of segmentation, companies target the whole market and not anyParticular
segment of the population.

 TARGETED MARKETING

Although the targeted group of the company is the whole population, they want to earn
More revenue from a segment than their other revenue generator sources. For this, theyRecognize
following bases for segmentation

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 GEOGRAPHICAL

REGION

Both companies treat hot countries such as Asia, Middle East and African differently in
comparison to cold countries. As in tropical countries, consumption of soft drinks is 70%In summer
and 30% in winter season while in EUROPEAN countries its consumption is Almost uniform. So soft
drink companies prefer different marketing strategies in Asian and European countries. In countries
like India and Pakistan, these companies invest huge resources in the season of summers, and their
target area is domestic users, restaurants,school and college canteens and even rural chaupals. While
in winter season their target is Mainly party users and high-income group consumers .

 RURAL VS. URBAN MARKET

Coca-Cola Company is one of the first global majors to have spotted the potential spin offs
From the country’s rural market. Population of Rural sector is more conscious more about The price
whereas Population of Urban sector is more conscious about the quality and Brand name of the
product. So Coca cola and PepsiCo in Year 2002 bring the 200 ml bottle At Rs.5 specifically targeted at
the rural sector so that soft drink can take place of the local Drink like lemon, sugarcane juice and Tea
etc. Both the companies Coca-Cola and PepsiCo have adopted different marketing strategy for Rural
and urban areas

 DEMOGRAPHIC SEGMENTATION

 AGE

India is considered to be a young country i.e. average age of Indian population is less 38
Years. Thus targeting young generation can be a beneficial marketing strategy for soft drink
Companies. In fact this is the case, all the major brands like Pepsi, coca cola, and thumps Up, mainly
target younger generation in India. In Europe, as average population is older Than Asian countries,
Coca cola targeted the older generation of the population. Similarly In USA, Pepsi targeted the
generation X (younger generation) as they comprises majority of the population and they positioned
Pepsi in the mind of youth that Pepsi is for the youth

GENDER

Gender based segmentation is very important. As taste of male and female is different. Let’s take the
example of coca cola, thumps up is promoted as masculine soft drinks while coca cola and Fanta are
having light taste and mainly targeted for loving birds, ladies, and Children. Same example is available
in Pepsi, mirinda’ orange flavour is popular among Ladies, girls, and children.

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1.8.2 PRODUCT MIX
A product is anything that can be offered to a market to
satisfy a want or need, including Physical goods, services, experiences, events, persons,
places, properties, organizations, Information, and ideas. If we take the example of soft drink
industry, then these companies not only sell soft drinks in physical forms, but brands. A brand
comprises of everything from beverages to experiences. However in this chapter we shall try to
understand and analyze the product line and product classification of Pepsi and coca cola.

 PRODUCT LIFE CYCLE


To be able to market its product properly, a business must be aware of the product life cycle of its
product. The standard product life cycle tends to have five phases

- DEVELOPMENT

- INTRODUCTION

- GROWTH

- MATURITY

- DECLINE

In America carbonated soft drink market is currently in the maturity stage, which is evidenced
primarily by the fact that they have a large loyal group of stable customers but in the developing
countries like carbonated soft drinks are in growth stage, which is evidenced by looking at the per
head consumption of 6 bottles in India is lagging behind the us astounding 700 bottles per head
consumption.

1.8.3 BRANDING
Brand is defined as a name, term, symbol, or design, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and to differentiate them from those of
competitors. A brand is thus a product or service that adds dimension that differentiate it in some
way, from other products or services designed to satisfy the same need. These differences may be
functional, rational, or tangible, related to product performance of the brand. They may also be more
symbolic, emotional or intangible related to what brands represent.

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 BRAND NAME
Through various researches it is been found that a symbolically
significant name helps to sell a product. One of interesting illustration how name affects
marketing is the case study of coca cola. When it was introduced in china in the 1920, coca cola
sounded like “kou-kekou- la” which means “a thirsty mouth and a mouth of candle wax”. The
company changed the phonetic translation to “ke-kou-ke-le” which means “a joyful taste &
happiness” thirsty Chinese consumers responded in drove to the more felicitous “meaning”.

 PACKAGING
Coca cola and Pepsi are very innovated in the packing of their product. These companies
introduced different concept of packing. The Airtight bottle concept is given by the Coca cola, which
has revolutionized the bottling and packaging industry. These Cola giant also introduced the different
size of returnable glass bottle like 200ml, 300ml and nonreturnable plastic bottle like 500 ml, 1.5
litre, 2 litre according to the need of the targeted customer. They also pioneer in bring Cans and
Frosted bottles in the market. Packing helps the brand to capture the desire target like 600ml packing
is launched, as “express pack” so this is targeted to touring population and this segment need non-
returnable bottles. The Coca cola is innovative in design of bottle like Fanta, Aquafin (500ml & 1 litre)
having curve shaped bottle that are easy to hold.

 LABELING
PepsiCo has associated it self to rich deep blue colour as blue colour represents eternal
youthness and openness that is appropriately consistence with the youth segment they are targeting.
Pepsico under the name of Project Globe Campaign spent 637 million dollars over 5 years, to
introduce the new rich deep blue colouring. So labelling helps the brand to\ get attach with the
targeted segment.

 ATTRIBUTES FOR STRONGEST BRAND SHARE


According to a study done by scholars of HARVARD BUSINESS REVIEW the world’s strongest
brands share following 10 ATTRIBUTES:

1. The brand excels at delivering the benefits consumers truly desire.

2. The brand stays relevant

3. The pricing strategy is based on consumer perceptions of value.

4. The brand is properly positioned.

5. The brand is consistent.

6. The brand portfolio and hierarchy make sense.

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7. The brand makes use of and coordinates a full repertoire of
marketing activities to build equity.

8. The brand’s managers understand what the brand means to consumers.

9. The brand is given proper sustained support.

10. The company monitors sources of brand equity.

 BRANDING IN RURAL MARKET BY COCA COLA


In India (2002), Coca cola launched a new advertisement campaign featuring leading bollywood star
Amir khan. The advertisement with tagline-“Thana mat lab COCA COLA” was targeted at rural semi
urban consumers. The idea was to position Coca cola as a generic brand for cold drinks. The
campaign was launched to supports Coca cola rural initiative. However, the poor rural infrastructure
and consumption habits that are very different from those of urban people were two major obstacles
to cracking the rural market for coca-cola

This designation Coca-Cola gave to the market segment including metropolitan areas and
large towns represented 4% of the country’s population. This segment sought social bonding as a
need and responded to aspirational messages, celebrating the benefits of their increasing social and
economic freedom. “Life ho to aisi” was the successful and relevant tagline found in Coca-Cola’s
advertising to this audience.

1.8.4 POSITIONING AND PROMOTION


Positioning is the act of designing the company offering and image to occupy a distinctive
place in the mind of the target market.

 COKE AND PEPSI POSITIONING


Coke had introduced in the market before the Pepsi. So taking the first move advantage Coke is
able to place itself as the all American choice. Firstly the Pepsi in America try to position its product
for the society as whole and for the purpose of refreshment, which can be clearly visible from their
advertisement slogans like

- “any whether is Pepsi whether”

- “the light refreshment “

- “be sociable, have a Pepsi “

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This positioning strategy they followed up to 1960 and after
analyzing that it is very difficult to capture whole population as
whole. So Pepsi after 1960 started targeted marketing. Pepsi
targeted the youth section and position there product as a necessity for youth and Pepsi
advertisement slogan after 1960 try to position Pepsi as the brand for youth which are clearly visible
from there advertisement as follow

(ADVERTISEMENT IN INDIA REPRESENTING YOUTH)

- “now its Pepsi for those who thing young”

- “come alive, you’re in Pepsi generation “

- “you’re got a lot to live and Pepsi’

- “yeh hai youngistaan meri jaan” (in India)

- “taste the once that’s forever young”

In the 1960s and early 1970s, PepsiCo was a much more aggressive and innovate company than coke.
In this period Pepsi outflank coke to survive. In early 1975s Pepsi introduced the Pepsi challenge
marketing campaign where PepsiCo set up a blind tasting between Pepsi-cola and Coca-cola. In this
Pepsi started direct road show taste competition in which two glass of soft drink one is Pepsi and
another is Coke is given to person not known by him which glass contain which soft drink and after
tasting both the glasses they ask which soft drink is having better taste. In this competition Pepsi said
80% of people like Pepsi taste over Coke. PepsiCo took this a great advantage of the campaign with
television commercial reporting the test results to the public. So through this competition Pepsi is
able to position itself in the mind of customer that Pepsi have better the taste than coke.

Coca cola follows Push Strategy to advertise and sell their product in the market. Coca cola
usually giving higher discount to the retailer fills their selves space with their product and when the
consumer see only coca cola in the market they are forced to buy there product only.

In India both Coca-cola and PepsiCo have shown the door to older celebrity endorsers and
are betting big on emerging stars. PepsiCo was parted ways with Shah rukh khan, Sachin tendulkar,
Rahul dravid, Sourav ganguly, Mahender Singh dhoni, Ranbirkapoor, Deepika padukone,
Ishantsharma, Rohitsharma, Shreeshant and Virendersehwag to strengthen its ”youngistaan”
brigade. PepsiCo signed Asin (of Ghajini fame) to take war to orange flavour category. PepsiCo had
tied up with Chennai super kings for its 7up brand, which is the most preferred drink there. PepsiCo
has also signed on Telegu movie actor Ram charanteja as part of its youngistaan campaign to endorse
Pepsi in Andhra Pradesh.

Coca cola try to positions themselves as the happiness bringing drink and drink for every
community as visible from above advertisement. As this is well judged by their advertisement and
their slogans. Their are different advertisement, which depicts that’s coca cola, is the need for party
or coca cola brings more joy and taste to the party. Coca cola has roped in Gautam Gambir as brand
ambassador for the company new “coca cola “open happiness” campaign ahead of IPL seasons.
While the single ad campaign works wonders, giving the difference in consumption patterns in the

26
south, the coca cola majors had customized their advertisement for
the four southern states. Coca cola, on the other hand identified
the southern market as a great testing ground for its new brands, so
much so that both its pulpy orange drink, minute maid and Fanta apple were first
launched, marketed and advertised them before a pan India roll-out and a national campaign.

 COMMUNICATION STRATEGY
Looking the changing environment the coca cola and PepsiCo calibrated their communication
strategy in a very innovative way. “Imagery” works for carbonated soft drinks, while “functionality”
works for other category. For instance, to entrench the “imagery” that Pepsi is the brand for
youthfulness and irreverence; the company introduced the youngistaan commercial with the
attitude, self-belief and can-do spirit. contrast, Tropicana commercial needs to tell consumers “it’s
100 percent juice”.

 POSITIONING OF PRODUCT LINE EXTENSION


(COKE AND PEPSI)

Pepsi and coke have range of product in their basket, which are targeted to different market
segment and their positioning are done in that way.

 THUMS UP (COCA COLA) & MOUNTAIN DEW (PEPSICO)

Thums up of coca cola and mountain dew of Pepsi are targeted to the adventurous and
energetic people that are interested in adventure and love taking risk to succeed. The advertisement
of both the soft drink positions them in mind of consumer as the strong soft drink. Thums up
campaign, however, has been led by Akshaykumar with his gravity defying stunts in the forefront.
Similarly mountain dew giving advertisement like “darr ka agajeethai” position it as strong soft drink
in mind of consumer.

 MIRINDA (PEPSICO) & FANTA (COCA COLA)

These drinks are specially launched for the lady sector of the population and these drinks are
positioned in that way only. In the advertisement also they take lady personality for the promotion of
these product so that the product make a space in lady sector.

RELIGION BASED POSITIONING

Positioning helps in creating a space in the mind of the consumer. If you are able to position
your product in the right space you will get the rocking results. There is the interesting case regarding
positioning that how a local soft drink company through appropriate positioning able to beat the
international soft drink companies (Coke and Pepsi).

Mecca cola is local soft drink company of Saudi Arabia. When coke and Pepsi enter in the market of
Saudi Arabia they starts gaining the major share of the market and the share of Mecca cola starts

27
declinig. so it is becoming very difficult for the Mecca cola to survive
against the international brand. So to maintain its market Mecca
cola starts positioning itself as the Muslim soft drink and coke, Pepsi
as the American soft drink. After that putted emphasis that America is enemy of Muslim
so coca and Pepsi are their enemy too. Mecca cola also starts giving some percentage of profit to
organization which are fighting for the rights of Muslim. So in this way Mecca cola is been able to
position itself as the soft drink Pepsi and coke are out of the Saudi Arabia market. This practical
example shows that if you are able to position yourself in the important space of consumer mind you
will dominate the market.

 INNOVATION IN ADVERTISEMENT METHODS


Industry observers say dependence on try is down to 75 percent from 95 percent till few
years ago. Investment is going into out of home advertising, point-of-sale promotion and emerging
media like radio and Internet.

 SUB-MINIMAL EFFECT ADVERTISEMENT

Understanding the concept that increase in sale of complementary good helps in increasing
the sale of the product. Coca cola starts advertising in movie- theaters and giving advertisement
“drink coke and eat popcorn”. This resulted in 2% sales increase of coca cola and 10% sales increase
of popcorn. The choice of movie theater is because in movie theaters there are very less thing to
distract mind of the person.

Pepsi is also now advertise their product with snacks like sandwich, south Indian food etc so
that when the consumer ask or eat that snack the picture of Pepsi come to their mind and they will
ask for the Pepsi. This is know as Sub-minimal effect in which consumer did not get the idea how
advertisement is influencing them.

 PERSONAL PROMOTION

According to a survey people in Asia are more inclined to them and feel happy when some
gives them personal recognition. So in china coca cola starts advertising through mobile phone. This
advertisement strategy gives the touch of personal feeling. The sales of coca cola increased through
this advertisement strategy.

 AMBUSH MARKETING

New advertisement method is going in today scenario in which company does not take the
direct sponsorship but do advertisement outside the main sponsorship area like in 1996 cricket world
cup Coke takes the main sponsorship but Pepsi instead of taking the main sponsorship utilize
advertisement budget doing advertisement outside the stadium. As Coke after becoming the main
sponsor of the world cup does not left with much advertisement budget so it is not able to do
advertisement outside the stadium at large scale. But Pepsi takes this as opportunity and utilizes
their fund doing advertisement outside the stadium. As cost of doing advertisement is cheap so they
have done their promotion at large scale and they supported their this advertisement by giving

28
slogans like “Nothing official about it”. So Pepsi expending less
money than Coke had done a large advertisement campaign than
Coke.

 COKE AND PEPSICO AD WAR


A battle is hotting up in India between the two international Cola giants, Coke and Pepsi, to
corner a bigger share of the nearly Rs.6500 crore market. “Share my dream,” said Coca- Cola to the
Indian consumer in 1993. Older Coke lovers welcomed the world's best-known brand back with
Misty eyes. The younger lot just shrugged. Among soft drinks, Coke was stronger than Pepsi among
the older people (evidently nostalgia was at work) while Pepsi obviously scored above Coke with
'Generation next'. ııCoke was the official drink for the Wills World Cup but Pepsi blew officialdom to
bits with its cheeky 'Nothing official about it'. After losing the world cup rights to Coke, Pepsi
launched an aggressive campaign signing up leading Indian cricketers. ııIn 1998, Coke's teen strategy
finally moved into place. It signed on SauravGanguly and Srinath and came up with the peppy 'Eat
crickets, sleep cricket, drink only Coca-Cola'. A near winner was 'Peetikya Coca-Cola?' The aim was to
fix the brand's message in consumer mind space. Just as Coke ads were finally telling stories the way
Indian consumers like it, aided by Aamir-appeal, Hrithik-mania and Aditi-gaze, comes a damp squib
about four friends growing up with Coke, too desperate and too dull. ıThe stakes are high and the
two Cola giants are slugging it out for every bit of this market share, even if it means bitter tactics at
times. Between Coke and Pepsi they have signed on nine players of the Indian cricket team and
Bollywood seems to be the next hot spot they want to cool. For now, it's Shah Rukh, ManishaKoirala,
RaniMukherjee, Kajol, PreityZinta and Superstar AmitabhBachchan in the blue (Pepsi) corner and
KarismaKapoor, Rambha and Amir, Hrithik, AditiGowatrikar and Aishwarya, in the red (Coke). The
battle continues with Aamir Khan and AishwariyaRai both wooed away from Pepsi by tempting offers
from Coke. However this is just the beginning and things are likely to get even hotter. ıı

 THUMPS UP VERSUS PEPSI

The latest row in the ongoing battle. The latest Coke’s strategy is to engage Pepsi in war with
Thumps up and playing safe with Coca-Cola. The latest ads of thumps up which features Salman Khan
tries to make fun of Pepsi and it’s sweeter taste. Pepsi also has retaliated by its latest ad of Lehar
Soda, which features a look alike of Salman Khan.

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1.8.5 PRICING STRATEGY
Price is not just a number tag. Price comes in many forms and performs many functions. It is
one of the factors that affect the sales in a drastic ways.

 PRICING MIX (COCA COLA AND PEPSI)


There is the time (2002-2003) when Coca cola and Pepsi tried to appeal to the masses
through a 200ml bottle priced at Rs.5. It brought down the average price of its product to Rs.5
thereby bridging the gap between soft drink and other local option like tea, milk, and sugarcane juice
or lemon water and it also make the price point of the soft drink within the reach of high potential
rural market. Coca cola and Pepsi in the market place now start with the basic introductory pack,
which is a 200 ml returnable glass bottle priced at Rs.8 and is available across low income and rural
areas. The next pack size is 300 ml at Rs.10 and is focused on those willing to pay more within the
immediate consumption arena. Coca cola and Pepsi recently introduced an on-the-go pack as
research showed it that the next pack of 600ml (mobile) was too much to consume on the go. The
new on-the-go consumption pack is called the “express pack” and doing well in channels such as
travel, malls so on, where people want a single serve and it Is priced at Rs.20. Can packing (250 ml) of
Coca cola and Pepsi is priced at Rs.15. The Company also introduced the party pack of 2 litre of the
consumption in the party and is priced at Rs.55. The average price of this packing is cheap than other
packing as to Increase the consumption of soft drink in the market.

PepsiCo India priced SovBe Adrenaline Rush (premium product) at Rs.75 for the can of
245ml. SoBe Adrenaline Rush is a maximum energy supplement aimed at helping consumers perform
at their peak by energizing their body and mind and charging up energy an alertness levels. As this is
a premium and launched drink with energy booster so it is priced at higher price as compare to other
drink. PepsiCo also introduced their sport drink in 500 ml packing for Rs.35. As this drink is specially
introduced for the specifically sports segment so it is costlier as compare to other drinks. It also
introduced its Nimbooz in packing of 200ml at Rs.10. Tropicana of PepsiCo comes in packing 200ml at
Rs.15 and in packing 1liter at Rs.65. Coca cola also introduced its pulpy orange drink (Juice), Minute
Maid, in India at Rs20 in the 500ml.

1.8.6 DISTRIBUTION CHANNEL


Distribution (or place) is one of the four elements of marketing mix. Frequently there may be
a chain of intermediaries, each passing the product down the chain to the next organization, before
it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the
'channel’. So we say that a set of interdependent organizations involved in the process of making a
product available for the use or consumption is know as Distribution channel. Each of the elements

30
in these chains will have their own specific needs, which the
producer must take into account, along with those of the all-
important end-user.

 DISTRIBUTION STRATEGY
Coca cola and PepsiCo are world wide famous for their Distribution channel.In India the
distribution network of Coca cola had 6.5lakh outlets across the country in 2000 and on the other
hand Pepsi Co's distribution network had 6 lakh outlets across the country in the same year. Coca
Cola and PepsiCo had formulated different distribution strategy for urban sector and rural sector. For
the urban distribution channel these companies adopted the model like direct store distribution,
broker warehouse distribution and Vending & Food Service (V&FS) systems where as these
companies are following the Hub and Spoke model for rural distribution channel, in which they
divided the different categories of distributors according to the area they are covering.

RURAL DISTRIBUTION CHANNEL (HUB AND SPOKE MODEL)

BOTTLING PLANTS

HUB

SPOKES

RETAILERS RETAILERS RETAILERS

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Since last five years soft drink companies had started penetrating
rural marketing also. For the rural sector these companies are
working on Hub and Spoke model. To reach out to rural India, Coke started out by
drawing up a hit list of high potential villages from various districts. So to ensure full loads, large
distributors (Hubs) were appointed, and they were supplied from the company's depot in large
towns and cities. Full load supplies were offered twice weekly against payment by demand draft. On
their part, the hubs appointed smaller distributors(Spokes) in adjoining areas. The smaller
distributors undertook fixed journey plans on a weekly basis and supplied against cash. The smaller
alsohired rickshaws (cycle operated vans) that travelled to villages daily.
BENEFITS
This model has been utilized by soft drink companies like Pepsi and coca cola to reach rural
market. This system allows for larger loads to travel long distances and smaller loads to travel short
distances. Thus making the mechanism cost effective coca cola supplies to large distributors from the
company depots twice a week and the distributors in turn supply to the smaller distributor once a
week.
DISTRIBUTION CHANNEL IN URBAN AREAS
Both the soft drink company’s coke and Pepsi adopted a model DSD that is Direct Store
Distribution. In this company directly supplies its product to the retailers which helps them to save
the margin, which they give to the wholesalers and it also ensures quick availability of the product to
the retailer. Based on its experience, PepsiCo and Coca cola had developed various distribution
models to offer its products and services to customers in the US. Besides Direct Store Delivery (DSD
they adopted other system like Broker Warehouse Distribution (BWD) and Vending & Food service
(V&FS) systems.

BOTTLING PLANTS RETAIL STORE CONSUMERS

(DIRECT STORE DISTRIBUTION)


DISTRIBUTION CHANNELIN URBAN AREAS

1.8.7 SOCIAL RESPONSIBILITY MARKETING


The effects of marketing clearly extend beyond the company and the customer to a society
as a whole. The societal marketing concept holds that the organization’s task is to determine the
needs, wants and interests of the target markets and to deliver the desired satisfactions more
effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and

32
society’s long term well being. The societal marketing concept calls
upon marketers to build social and ethical consideration into their
marketing practices.

 CORPORATE COMMUNITY INVOLVEMENT MARKETING

This is a type of marketing in which company provide In-kind or Volunteer services in the community.
This marketing with social work strategy helps to position the brand in the mind

of the customer for the lifetime as social and ethical brand, which provides the opportunity for the
long-term growth of the company. There is a interesting case of TAIWAN local soft drink company,
which with the help social responsibility marketing able to compete with the international soft drink
giant Coca cola and PepsiCo. In the year 1990 there came a devastating flood in eastern China. After
careful survey the local soft drink company, King Car found that there is a blood relationship between
the people of eastern China and Taiwan as Taiwan is an island near to eastern Chinese coast. The
company constituted an organization for humanitarian work on its own cost and this organization
starts helping the people affected by the devastating flood. It resulted in a sympathetic wave in the
middle class of china, that organization was flooded with fund within few weeks of the formation of
organization. Later on some international organization got involved in this work and King Car became
a renounced and respectable name not only in Asia but in Europe and Africa too and in Taiwan its
soft drink sales shoot up like anything. Sociality responsible work doesn’t help companies for creating
a brand image of socially responsible person only but it helps in other manner also. Socially
responsible work creates a good image in the mind of consumers that is communicated to other
generations without any serious effort by the company. Thus social corporate responsibility is also a
type of investment, which helps the company in their positioning.
 COCA COLA SOCIAL WORK IN INDIA
In a recent example of social corporate responsibility coca-cola been awarded golden
peacock award for social corporate responsibility .As a responsible corporate and a user of water,
Coca-Cola India believes that it can be a part of the solution on water issues. It focuses on Water
Conservation, Access to clean drinking water and awareness of water conservation and related issues
as its strategy on water stewardship. Coca-Cola India in partnership with several NGOs, central and
state government agencies, schools and colleges and the local community have already installed 400
rainwater-harvesting projects across the country. It has also undertaken the construction of several
check dams, rejuvenation of ponds and other traditional water bodies like step wells. Coca-Cola is in
partnership with Rotary International has launched “Elixir of Life”- a project to provide potable water

33
to more than 30,000 underprivileged children in and around
Chennai. In addition to this, Coca-Cola India and UN-Habitat have
signed an agreement, which includes the provision of providing clean drinking water to
100 schools in West Bengal.

CHAPTER 2
RESEARCH DESIGN

34
Marketing research is the systematic and objective investigation analysis of information to
the identification and solution of any problem in the field of marketing, very broadly, the function of
marketing research includes description and explanation, prediction and evaluation of more narrowly
the function of marketing research with in a company is to provide the information and analytical
inputs necessary for effective working.

The purpose of methodology section in the report making is to describe the research process
that is followed while doing the main part. The research design plays a pivotal role in the quality and
content of the data in making of any project report. The type of research design chosen is seen to
have a bearing on all the aspects of report writing.

The research design undertaken for the study was an exploratory one. The reasons for using
an exploratory research method were to obtain qualitative data and also since the nature of study is
as such that it required the exploration of various aspects within and outside the company. This
method also gave the officials interviewed the utmost freedom in responding and was highly
contributory in getting incisive information.

In order to carry out a well researched analysis efforts were taken to collect enough
information about the company. For this purpose various primary and secondary source were used.
This would however include the research design, the sampling procedure, and the data collection
method. This section is perhaps difficult to write as it would also involve some technical terms and
may be much of the audience will not be able to understand the terminology used.

2.1 STATEMENT OF THE OBJECTIVES


The main purpose of research is to know and collect the relevant information about the
market status of coca-cola in comparison to the Pepsi and to measure the effectiveness of marketing
stimuli offered by Pepsi and coke.

To achieve main objectives it is further sub divided to following secondary objectives

 To measure the effectiveness of marketing program offered by Pepsi & Coke.


 To know the customer’s and retailer’s behaviour towards Pepsi & Coke.
 To find out the problems faced by the retailers related to Pepsi & Coke.

35
 To know the strategies of Pepsi and
coke.
 To study the satisfaction level of retailers towards Pepsi and
coke

2.2 SCOPE OF THE STUDY


Study was conducted only in chandigarh city thus it was geographically restricted to
Chandigarh city. Further study was be confined to both companies i.e. PepsiCo and coke. Finally the
study was done in the period of 3 to 6 months.

There is lot of scope for the further study in the project. Further study can be done in the following
ways.

 We can make a study on Pepsi and Cock companies’ efficiency in their promotion activities.
 The same study can be conducted in other areas.
 There is chance to know whether the Pepsi and Cock are doing the right thing regarding the
sales promotion, product quality, discounts and advertising.
 There is a chance to know the strategies of both the companies.

2.3 DATA COLLECTION


We know that generally there are two types of data primary and secondary data in my study
i was used both type of the data.

Basically data is of two types as shown below in diagram.

Data

Primary data secondary data


Secondary Data: -When an investigator uses the data that has been already collected by others is
called secondary data. The secondary data can be collected from journals, reports and various

36
publications. The advantages of the secondary data can be – it is
economical, both in terms of money and time spent. The
researcher of the report also was done the same and collected
secondary data from various internet sites like google.com, altavista.com and many more.
The researcher of the report also had to visit various libraries for collection of the introduction part
because secondary data help us to clearly define the problem.

Primary Data: - Primary data is that kind of data which is collected by the investigator himself for the
purpose of the specific study. The data such collected is original in character. The advantage of this
method of collection is the authentic. A set of question will put together in the form of questionnaire
with no. of questions. Piolet survey will also be conduct before implement the final questionnaire,
schedule and interview method also be consider for collect the primary data.

2.4 SAMPLING DESIGN


Sample design includes three decisions: sampling unit, sampling size and sampling
procedure.

SAMPLING UNIT

A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit
may be a geographical one such as state, district, villages or it may be an individual. It is unit that is
available for the study at some stage of sampling process. In my study sampling unit are retailers and
customers of Pepsi and coke.

SAMPLING SIZE

It refers to no. Of items to be selected from the universe. The size of sample should neither
be excessively large, nor too small. It should be optimum. It is decided that a sample size of 130 was
taken and it is also decide to conduct the study in solan town so the scope of study are limited to
solan town as we stated in scope of study.

SAMPLING PROCEDURE

In this step we decide the technique to be used in selecting the item for sample. in my study
I have used convenient sampling.

2.5 DATA ANALYSIS TOOLS


After gathering the data from the Primary and secondary sources the data will
analyzed, tabulated and interpretations will be write down with the help of graphs and
charts, with the help of Microsoft Excel and Microsoft Word

2.6 LIMITATIONS OF STUDY

37
No method is 100% perfect, every method have its
own advantages and limitation. The limitations felt by me may
be as follow.

1. Lack of coordination

2. Limitation in the availability of necessary secondary data.

3. Data will be collected in accordance with one particular city.

4. Time and expenses will be major constraints.


5. Unavailability of some information due of lack of awareness of retailers.

2.7 SCHEME OF CHAPTERISATION


Chapter1 Introduction
Chapter2 Research methodology
Chapter3 Data collection and interpretation
Chapter4 Conclusions, findings and recommendations
Annexure A. Bibliography
B. Questionnaire

38
CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

39
In modern days, market plays a vital role in rapidly changing industrial scenario. The
marketing decline is undergoing reappraisal in the light of vast goals, technological,
economic and social changes being faced by the today companies. In order to known the
changes in the field of marketing it are necessary to conduct market survey.

We know that now a days there are different soft drinks are available in Indian
markets but soft drinks produced by PepsiCo and coke company are more popular in Indian
markets and there is Coke and PepsiCo both are the top most companies of beverages in the
world. today, PepsiCo beverages are available in more than 200 countries, PepsiCo
introduced unique products for local area, on the other hand the products of coke reach
consumers and customers around the world through a vast distribution network made up of
local bottling companies and there are 14 million retail outlets of coke in worldwide, so
there is a huge competitions between these two to capture more and more market share so
there is a need to study the marketing input and strategies of both the companies and it will
help us to know that who is the best among the both.

In previous two chapters we have seen the brief introduction to the soft drinks
industry, strategies of both the companies and brief description of research design of the

40
study. The present chapter deals with analysis and
interpretation of collected data, first of all collected data has
been presented in tabular form and there after it is analysed with percentage and
chart, a brief description of this is given as below.

Consumption pattern of respondents towards the soft drink is depicted in Table No.3.1 and
Figure No.1.1 from the table it is observed that all respondents i.e.100 percent consume soft
drink.

TABLE NO.3.1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF CONSUMPTION OF SOFT DRINKS.

Response No. of respondents Percentage of respondents

Yes 91 100
No 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.1

41
In the following table we concluded the respondents on the basis of consumption pattern,
From the Table No.3.2 and Figure No.1.2 it is concluded that 60 percent respondents
consume soft drink occasionally and weekly and remaining 40 percent consume rarely and
everyday .So there is a large segment which consume soft drink occasionally and weekly so
soft drink companies should focus on these segmentation.

TABLE NO.3.2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR CONSUMPTION PATTERN.

Response No. of respondents Percentage of respondents

42
Occasionally 25 27
Weekly 30 33
Rarely 7 8
Everyday 29 32
Total 91 100
Source: Data complied through questionnaire

FIGURE NO. 1.2

Following table is based upon the respondent’s preference to brand name, it is noticed from
the Table No.3.3 and Figure No.1.3 that 65 percent respondents give preference to brand
name and 25 percent respondents don’t give preference to brand name.

TABLE NO.3.3
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PREFERENCE TO BRAND NAME.

Response No. of respondents Percentage of respondents


Yes 59 65
No 23 25
Can’t say 9 10
Total 91 100

43
Source: Data complied through questionnaire

FIGURE NO.1.3

It is manifest in the Table No.3.4 and Figure No.1.4 that 43 percent respondents prefer Pepsi
and 57 percent respondents give preference to coke. So there are less respondents who
prefer Pepsi as compare

TABLE NO.3.4
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PREFERENCE TO SOFT DRINKS.

Response No. of respondents Percentage of respondents


Pepsi 39 43
Coke 52 57
Total 91 100
Source: Data complied through questionnaire

44
FIGURE NO.1.4

Reaction of respondents towards purchase of particular brand when the same is not
available in the Shops is depicted in Table No.3.5 and Figure No.1.5, from the table it is
observed that 53 percent respondents visit to second place,38 percent switch to another
and 9 percent not purchase at all if there preferable brand is not available at time.

TABLE NO.3.5
REACTION OF CONSUMER WHEN BRAND OF THEIR CHOICE IS NOT AVAILABLE.

Response No. of respondents Percentage of respondents

45
Switch to another 35 38
Visit to second 48 53
place
Not purchase at all 8 9
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.5

Following table based upon the quantity consume by the consumers, From the Table No. 3.6
and Figure No.1.6 it is concluded that 39 percent respondents consume 300ml qunantity,22
percent consume 500ml quantity, 15 percent consume 2lit.,13 & 11 percent consume 200ml,
1.5 lit. Respectively.

TABLE NO.3.6
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF QUANTITY CONSUME BY THEM.

Quantity No. of respondents Percentage of respondents

46
200ml 12 13
300ml 35 39
500ml 20 22
1.5lit. 10 11
2lit. 14 15
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.6

Things promote the respondents to consume the soft drink are depicted in Table No. 3.7 and
Figure No.1.7 it is observed from the table 44 percent respondents promotes by the
status,39 percent promotes by quantity and 17 percent promotes by rates.

TABLE NO.3.7
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THING PROMOTES THEM FOR
CONSUMPTIONS.

47
Different Things No. of respondents Percentage of
respondents
Rates 16 17
Quantity 35 39
Status 40 44
Other 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.7

Table No.3.8 and Figure No.1. 8 show that 39 percent respondent consume soft drink 4-6
times in a week, 27 percent consume 1-3 timer per week,18 percent consume 7 or more
time and 16 percent consume soft drink less than once in a week.

TABLE NO.3.8
CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT HOW OFTEN THEY CONSUME SOFT
DRINK.

48
Response No. of respondents Percentage of
respondents
Less than once 15 16
in a week
1-3 times per week 25 27
4-6 times per week 35 39
7 or more time 16 18
Total 91 100
Source : Data complied through questionnaire

FIGURE NO.1.8

Following table show the purpose of the respondents to consume the soft drinks, it is
noticed from the Table No. 3.9 and Figure No.1.9 that 43 percent respondents consume soft
drink for satisfaction, 39 respondents consume for thrust and 18 percent consume for
passion.

TABLE NO.3.9

49
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
PURPOSE OF CONSUMPTIONS.

Response No. of respondents Percentage of respondents


Satisfaction 40 43
Thrust 35 39
Passion 16 18
Other 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.9

Following table show the satisfaction level of respondents with Pepsi, It is observed from the
Table No.3.10 and Figure No.1.10 that 46 percent respondents are satisfied with the scheme
of company and rest 54 percent respondents are not satisfied.

TABLE NO.3.10

50
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
SATISFACTION LEVEL WITH PEPSI.

Response No. of respondents Percentage of respondents


Yes 42 46
No 49 54
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.10

Satisfaction level of respondents with coke is depicted in Table No.3.11 and Figure No.1. 11,
from the table it is observed that 54 percent respondents are satisfied with coke and rest 46
percent are not satisfied, from the table 3.10 and 3.11 collectively concluded that more
consumer are satisfied with coke.

51
TABLE NO.3.11
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
SATISFACTION LEVEL WITH COMPANY SCHEME (COKE).

Response No. of respondents Percentage of respondents


Yes 49 54
No 42 46
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.11

Following table show the problem faced by respondents from Pepsi, It is observed from the
Table No.3.13 and Figure No.1.13 that majority of respondents with percentage of 84
percent face problem regarding the price and availability and only 16 percent face problem
regarding gift.

52
TABLE NO.3.13
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF PROBLEMS FACED BY THEM
REGARDING PEPSI.

Problem No. of respondents Percentage of respondents


Price 15 36
Availability 20 48
Gift 7 16
Contest 0 0
Total 42 100
Source: Data complied through questionnaire

FIGURE NO.1.13

Following table shows the problem faced by the respondents from coke; it is noticed from
the Table No.3.14 and Figure No.1. 14 that majority of respondents i.e. 82 percent

53
respondents face problem regarding price and availability and
18 percent face problem regarding gift.

TABLE NO.3.14
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF PROBLEMS FACED BY THEM
REGARDING COKE.

Problem No. of respondents Percentage of respondents


Price 15 31
Availability 25 51
Gift 9 18
Contest 0 0
Total 49 100
Source: Data complied through questionnaire

FIGURE NO.1.14

54
It is observed from the Table No. 3.15 and Figure No.1. 15 that
36 percent respondents prefer all flavour of Pepsi, 41 percent
respondents like Pepsi, slice and dew and remaining 23
percent like mirinda and 7up.

TABLE NO.3.15
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PREFERENCE TO FLAVOUR OF
PEPSI.

Flavour No. of respondents Percentage of respondents


Pepsi 7 17
Mirinda orange 4 9
Mirinda lemon 3 7
7up 3 7
Mountain dew 5 12
Slice 5 12
Diet pepsi 0 0
All 15 36
Total 42 100
Source : Data complied through questionnaire

FIGURE NO.1.15

55
From the Table No.3.16 and Figure No.1.16 it is observed that
in case of coke 32 percent respondents like all flavour of coke, 14 percent prefer
coke and diet coke respectivelly, 10 percent prefer maaza and limca respectivelly,8percent
prefer thumps up and 6 percent like fanta and sprite respectively.

TABLE NO.3.16
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PREFERENCE TO FLAVOUR OF
COKE.

Flavour No. of respondents Percentage of respondents


Coke 7 14
Thumps up 4 8
Fanta 3 6
Sprite 3 6
Maaza 5 10
Limca 5 10
Diet coke 7 14
All 15 32
Total 49 100
Source: Data complied through questionnaire

FIGURE NO.1.16

56
Awareness of the respondents about adulteration is depicted
in Table No.3.17 and Figure No.1.17 it is observed that all respondents (i.e. 100
percent) are aware about adulteration.

TABLE NO.3.17
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR AWARENESS ABOUT
ADULTERATION.

Response No. of respondents Percentage of respondents


Yes 91 91
No 0 0
Can’t say 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.17

57
It is noticed from the Table No.3.18 and Figure No.1.18 that little more than half of the
respondents think that both the company’s product are adulterated, 22 percent think that
Pepsi’s product are adulterated and 16 percent think that coke product are adulterated.

TABLE NO.3.18
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION THAT WHO IS MORE
ADULTERATED.

Soft drinks No. of respondents Percentage of respondents


Pepsi 20 22
Coke 15 16
Both 56 62
None of these 0 0
Total 91 100
Source : Data complied through questionnaire

FIGURE NO.1.18

58
Awareness of respondents about negative aspects of cold drinks is depicted in the
Table No3.19 and Figure No.1.19 it is observed that all the respondents (i.e.100 percent) are
aware about the negative aspects of cold drinks.

TABLE NO.3.19
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR AWARENESS ABOUT NEGATIVE
ASPECT.

Response No. of respondents Percentage of respondents


Yes 91 100
No 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO.1.19

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
59
From the Table No. 3.10 and Figure No.1.20 it is concluded that little more
than half of the respondents think that both cold drinks have negative aspects, 22 percent
think that Pepsi has negative aspects and 11 percent think that coke has negative aspects.

TABLE NO.3.20
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION NEGATIVE ASPECT OF
SOFT DRINKS.

Soft drinks No. of respondents Percentage of respondents


Pepsi 20 22
Coke 10 11
Both 61 67
None 0 0
Total 91 100
Source: Data complied through questionnaire

FIGURE NO 1.20

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
60
In Table No.3.21 effort has been made to study the opinion of respondents
towards different aspects of soft drink Pepsi (i.e. brand name, flavour etc.), the customer
response has been marked noticed on three point Likert scale there after it is analysed with
simple percent method. From the Table No.3.21 and Figure No.1.21 it is observed that 100
percent respondents satisfied with the brand name of Pepsi, 100 percent satisfied with
flavour 76 percent are satisfied with the easy availability,24 percent are partial satisfied with
easy availability,100 percent are satisfied with packaging and 59 percent are satisfied with
the brand ambassador,12 percent are partial satisfied and 29 percent are not satisfied .

TABLE NO.3.21
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION TOWARDS DIFFERENT
ASPECTS OF PEPSI

Different aspects No. of respondents Total

Satisfied Partial satisfied Not satisfied

Brand name 42 (100) 0 (0) 0 (0) 42(100)


Flavour 42(100) 0(0) 0(0) 42(100)
Easy availability 32 (76) 10 (24) 0 (0) 42(100)
Packaging 42(100) 0(0) 0(0) 42(100)
Brand ambassador 25(59) 5(12) 12(29) 42(100)
Any other 0(0) 0(0) 0(0) 0(0)
Source: Data complied through questionnaire

Figures in parentheses indicate percentage

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
61
In Table No.3.21 effort has been made to study the opinion of respondents towards
different aspects of soft drink coke (i.e. brand name, flavour etc.), the customer response
has been marked noticed on three point Likert scale there after it is analysed with simple
percent method. It is noticed from the Table No.3.22 and Figure No.1.22 that 100 percent
respondents satisfied with the brand name of coke 100 percent satisfied with flavour 71
percent are satisfied with the easy availability,18 percent are partial satisfied,11 percent not
satisfied with easy availability,100 percent are satisfied with packaging and 61 percent are
satisfied with the brand ambassador,22 percent are partial satisfied and 17 percent are not
satisfied.

TABLE NO.3.22
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION ABOUT DIFFERENT
ASPECTS REGARDING COKE (HOW MUCH THEY SATISFIED WITH FOLLOWING ASPECTS).

Different aspects No. of respondents Total

(satisfied) (partial (not


satisfied) satisfied)

Brand name 49 (100) 0 (0) 0 (0) 49(100)


Flavour 49(100) 0(0) 0(0) 49(100)
Easy availability 35 (71) 9 (18) 5 (11) 49(100)
Packaging 49(100) 0(0) 0(0) 49(100)
Brand ambassador 30(61) 11(22) 8(17) 49(100)
Any other 0(0) 0(0) 0(0) 0(0)
Source: Data complied through questionnaire

Figures in parentheses indicate percentage

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
62
It is observed from the Table No.3.23 and Figure No.1.23 that
54 percent respondents think that coke is more refreshing and tasty than Pepsi
and remaining 46 percent think that coke is not more refreshing and tasty than Pepsi .

TABLE NO.3.23
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR THINKING THAT COKE IS MORE
TASTY AND REFRESHING THEN PEPSI

Response No. of respondents Percentage of respondents


Yes 49 54
No 42 46
Total 91 100
Source: Data complied through questionnaire

FIGURE NO 1.23

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
63
It is noticed from the Table No.3.24 and Figure No.1.24 that 46
percent respondents think that Pepsi is more refreshing and tasty than coke and
remaining 54 percent think that pepsi is not more refreshing and tasty than coke than
Pepsi .so collectively from the table 3.23 and 3.24 it is observed that more than half of the
respondents think that coke is more refreshing and tasty then Pepsi.

TABLE NO.3.24
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR THINKING THAT PEPSI IS MORE
TASTY AND REFRESHING THEN COKE.

Response No. of respondents Percentage of respondents


Yes 42 46
No 49 54
Total 91 100
Source: Data complied through questionnaire

FIGURE NO 1.24

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
64
Sailing pattern of respondents is depicted in the Table
No.3.25 and Figure No.1.25 it is observed from the table that
all the respondents (i.e.100 percent) sold cold drinks.

TABLE NO.3.25
CLASSIFICATION OF RESPONDENTS THE BASIS OF SAILING OF SOFT DRINKS.

Response No. of respondents Percentage of respondents


Yes 39 100
No 0 0
Total 39 100
Source: Data complied through questionnaire

FIGURE NO. 1 .25

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
65
It is manifested in the Table No.3.26 and Figure No.1.26 that
48 percent sold coke, 26 percent sold Pepsi and 26 percent
sold both so we concluded that more respondents sold coke as
compare to Pepsi.

TABLE NO.3.26
CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH SOFT DRINK THEY SOLD MORE

Soft drink No. of respondents Percentage of respondents


Pepsi 10 26
Coke 19 48
both 10 26
Total 39 100
Source: Data complied through questionnaire

FIGURE NO.1.26

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
66
From the Table No.3.27 and Figure No.1.27 that little more
than half of the respondents i.e. 38 percent respondents said
that Pepsi give better service and 62 percent think that Pepsi
not give better service.

TABLE NO.3.27
CLASSIFICATION OF RESPONDENTS THE BASIS OF THAT WHICH COMPAY GIVE BETTER
SERVICE

Response No. of respondents Percentage of respondents


yes 15 38
No 24 62
Total 39 100
Source: Data complied through questionnaire

FIGURE NO.1.27

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
67
From the Table No.3.28 and Figure No.1.28 that little
more than half of the respondents i.e. 62 percent respondents said that coke give
better service and 38 percent think that coke not give better service.

TABLE NO.3.28
CLASSIFICATION OF RESPONDENTS THE BASIS OF THAT WHICH COMPAY GIVE BETTER
SERVICE

Response No. of respondents Percentage of respondents


yes 24 62
No 15 38
Total 39 100
Source: Data complied through questionnaire

FIGURE NO.1.28

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
68
From the Table No.3.29 and Figure No.1.29 it is revealed that
a majority of respondents i.e. 74 percent respondents think that soft drink
companies think about the health and safety of consumers and 26 respondents think that
soft drink companies not think about consumers health and safety.

TABLE NO.3.29
CLASSIFICATION OF RESPONDENTS THE BASIS THAT SOFT DRINKS COMPANIES THINK
ABOUT CONSUMERS HEALTH AND SAFETY.

Response No. of respondents Percentage of respondents


yes 29 74
No 10 26
Total 39 100
Source: Data complied through questionnaire

FIGURE NO.1.29

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
69
Following table shows that which media is more effective in market in case of Pepsi,
from the Table No.3.30 and Figure No.1.30 it is observed that little more than half of the
respondents (i.e.53percent) think that television and newspaper are more effective in
market,34 percent respondents think that sales promotion is effective and 13 percent think
that outdoor advertising is more effective in market.

TABLE NO.3.30
CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH MEDIA IS MORE EFFECTIVE IN
MARKET (CASE OF PEPSI) .

Media No. of respondents Percentage of respondents


Television and newspaper 8 53
Outdoor advertising 2 13
Sales promotion 5 34
Other 0 0
Total 15 100
Source: Data complied through questionnaire

FIGURE NO.1.30

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
70
Following table shows that which media is more effective in market in case of coke, from the
Table No.3.31 and Figure No1.31 it is observed that half of the respondents (i.e.50 percent)
think that television and newspaper are more effective in market, 33 percent respondents
think that sales promotion is effective and 17 percent think that outdoor advertising is more
effective in market.

TABLE NO.3.31
CLASSIFICATION OF RESPONDENTS THE BASIS THAT WHICH MEDIA IS MORE EFFECTIVE IN
MARKET (CASE OF COKE) .

Media No. of respondents Percentage of respondents


Television and newspaper 12 50
Outdoor advertising 4 17
Sales promotion 8 33
Other 0 0
Total 24 100
Source: Data complied through questionnaire

FIGURE NO.1.31

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
71
Following table show the satisfaction level of respondents with service and supply of Pepsi,
from the Table No.3.32 and Figure No1.32 it is noticed that little more than half of
respondents (i.e.53 percent) are satisfied with the service and supply of Pepsi, 27 percent
are not satisfied and 20 percent are highly satisfied.

TABLE NO.3.32
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION LEVEL WITH SERVICE
AND SUPPLY OF PEPSI.

Response No. of respondents Percentage of respondents


Highly satisfied 3 20
Satisfied 8 53
Not satisfied 4 27
Total 15 100
Source: Data complied through questionnaire

FIGURE NO.1.32

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
72
Following table show the satisfaction level of respondents with service and supply of
Pepsi, from the Table No.3.33 and Figure No.1.33 it is noticed that half of respondents (i.e.50
percent) are highly satisfied with the service and supply of Pepsi, 33 percent are satisfied
and 17 percent are not satisfied. So from the table 3.32 and table 3.33 it is collectively
observed that respondents are more highly satisfied in case of coke as compare to Pepsi.

TABLE NO.3.33
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION LEVEL WITH SERVICE
AND SUPPLY OF COKE.

Response No. of respondents Percentage of respondents


Highly satisfied 12 50
Satisfied 8 33
Not satisfied 4 17
Total 24 100
Source: Data complied through questionnaire

FIGURE NO.1.33

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
73
From the Table No.3.34 and Figure No.1.34 it is manifested that Pepsi Company
provide the visicooler to more than half of the respondents (i.e.66 percent) and coke only
provide the visicooler to 25 percent respondents. So it is concluded from the table that Pepsi
provide more visicooler as compare to coke.

TABLE NO.3.34
CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH COMPANY
PROVIDES THEM VISICOOLER.
Soft drink yes No Total Percentage of Percentage of
respondents(yes) respondents(No)
Pepsi 10 5 15 66 34
Coke 6 18 24 25 75
Source: Data complied through questionnaire

FIGURE NO.1.34

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
74
From the Table No.3.35 and Figure No.1.35 it is revealed that all the
respondents(i.e.100 percent) have display racks, dealer board and visicooler are available in
there store as a input to increase the sale.

TABLE NO.3.35
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF DISPLAY INPUTS (IN CASE OF PEPSI)

Inputs No. of respondents Percentage of respondents


Display racks , dealer 15 100
board & visi cooler
Ice box 0 0
Total 15 100
Source: Data complied through questionnaire

FIGURE NO.1.35

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
75
From the Table No. 3.36 and Figure No.1.36 it is observed in case of coke 87 percent
respondents have display racks, dealer board are available in there store as a input to
increase the sale and only 13 respondents have visicooler as a input to increase the sale.

TABLE NO.3.36
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF DISPLAY INPUTS (IN CASE OF COKE)

Inputs No. of respondents Percentage of respondents


Display racks & dealer board 21 87
visicooler 3 13
Ice box 0 0
Total 24 100
Source: Data complied through questionnaire

FIGURE NO.1.36

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
76
From the Table No.3.37 and Figure No.1.37 it is observed that all the respondents (i.e.
100percent) think that display racks and dealer board help them to increase the sale.

TABLE NO.3.37
CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH INPUTS HELP THEM TO
INCREASE SALE (PEPSI).

Inputs No. of respondents Percentage of respondents


Display racks & dealer board 15 100
visicooler 0 0
Ice box 0 0
Total 15 100
Source: Data complied through questionnaire

FIGURE NO.1.37

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
77
In case of coke it is depicted in Table No.3.38 and Figure No.1. 38
that all the respondents (i.e. 100percent) think that display racks and dealer board help
them to increase the sale.

TABLE NO.3.38
CLASSIFICATION OF RESPONDENTS ON THE BASIS THAT WHICH INPUTS HELP
THEM TO INCREASE SALE (COKE) .
Inputs No. of respondents Percentage of respondents
Display racks & dealer board 24 100
Visicooler 0 0
Ice box 0 0
Total 24 100
Source: Data complied through questionnaire

FIGURE NO.1.38

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
78
CHAPTER 4
FINDINGS CONCLUSION AND
RECOMENDATIONS

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
79
The project was a great experience for me in order to study the marketing
aspects in the world. It was a great opportunity for me to do the project work in the end of
the course because till now we learned the theory regarding the marketing and the
marketing related concepts, but now we got the chance to implement that theoretical
knowledge to do the project and got the practical experience in the marketing field. Through
this study I learned a lot that how to approach a customer or any other people and how to
explain our view to them.

In modern days, market plays a vital role in rapidly changing industrial scenario. The
marketing decline is undergoing reappraisal in the light of vast goals, technological,
economic and social changes being faced by the today companies. In order to known the
changes in the field of marketing it are necessary to conduct market survey. Soft drink
industry is a vast growing industry when compared to many other industries. This industry is
a place where two major players are there in the world. Pepsi Company is one of them and
coke is another it gave me lot of opportunity and scope to understand the strategies of both
companies and their comparative analysis. Coke and PepsiCo both are the top most
companies of beverages in the world. today, PepsiCo beverages are available in more than
200 countries, PepsiCo introduced unique products for local area, on the other hand the
products of coke reach consumers and customers around the world through a vast
distribution network made up of local bottling companies and there are 14 million retail
outlets of coke in worldwide, so there is a huge competitions between these two to capture
more and more market share so there is a need to study the marketing input and strategies
of both the companies and it will help us to know that who is the best among the both.

In previous three chapters we have seen the brief introduction to the soft drinks industry,
strategies of both the companies, brief description of research design of the study and data

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80
analysis & interpretation. The present chapter deals with
findings, conclusions and recommendations of the study.

4.1 FINDINGS
Major findings of the study are given as below.

I. The present project has been conducted in chandigarh city first of all I
found that all the respondents (i.e.100 percent) consume soft drink.
II. It found from the study that 60 percent respondents consume soft drink
occasionally and weekly and remaining 40 percent consume rarely and
every day. So there is a large segment which consumes soft drink
occasionally and weekly so soft drink companies should focus on these
segments.
III. It is observed from the study that 65 percent respondents give preference
to brand name and 25 percent respondents don’t give preference to
brand name.
IV. It is found from the study 43 percent respondents prefer Pepsi and 57
percent respondents give preference to coke.
V. It is observed from the study that 54 percent respondents are satisfied
with coke and 46 percent respondents are satisfied with Pepsi .so there
are large no. of respondents which are satisfied with coke as compare to
Pepsi.
VI. It is observed from the study that majority of respondents with
percentage of 84 percent face problem regarding the price and
availability and only 16 percent face problem regarding gift , It is also
observed from the study that majority of respondents i.e. 82 percent
respondents face problem regarding price and availability and 18 percent
face problem regarding gift.
VII. It is observed from the study that all the respondents are aware about
adulteration further it is observed that 22 percent respondents think that
Pepsi is more adulterated 16 percent think that coke is more adulterated
and 62 percent think both are adulterated.
VIII. It is found from the study that all the respondents are aware about
negative aspects of soft drinks further it is found that more than half of
the respondents(i.e.67 percent) think that both has negative aspect.
IX. It is observed from the study that all the respondents (i.e. 100 percent
sold cold drinks).
X. It is observed from the study that 48 percent respondents sold coke, 26
percent sold Pepsi and 26 percent sold both so we concluded that more
respondents sold coke as compare to Pepsi.
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81
XI. It is found from the study that more than half of the
respondents i.e. 62 percent respondents are satisfied
with coke and only 38 percent are satisfied with Pepsi.
XII. It is observed from the study that 62 percent respondents think that coke
give better service and 38 percent think that Pepsi give better service.
XIII. It is observed from the study that 20 percent respondents are highly
satisfied with service and supply of coke, 53 percent are satisfied and 27
percent are not satisfied further it is found that 50 percent respondents
are highly satisfied with service and supply of coke, 33 percent are
satisfied and 17 percent are not satisfied.
XIV. It is observed from the study that Pepsi provide visicooler to 66 percent
respondents and coke provide visicooler only to 25 respondents.
XV. It is found from the study that in case of Pepsi dealer board , display racks
and visicooler are available 100 percent further it is found that in case of
coke dealer board, display racks available only 87 percent and visicooler
available only 13 percent as a input to increase the sale.
XVI. It is found from the study that display racks and dealer board help to
increase the sale 100 percent in case of both Pepsi and coke

4.2 CONCLUSIONS
“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
82
In modern days, market plays a vital role in rapidly changing
industrial scenario. The marketing decline is undergoing
reappraisal in the light of vast goals, technological, economic
and social changes being faced by the today companies. In order to known the
changes in the field of marketing it are necessary to conduct market survey.

Soft drink industry is a vast growing industry when compared to many other
industries. This industry is a place where two major players are there in the world. Pepsi
Company is one of them and coke is another it gave me lot of opportunity and scope to
understand the strategies of both companies and their comparative analysis.

Both the companies provide good quality of soft drink. We cannot say that which one
is the best from the both of two company’s .If one is market leader in one part of world than
second is market leader in another part of world. At present in India coke is market leader
with 53 percent share and Pepsi is market challenger with 47 percent share. It is conclude
from the study that in Solan town demand of coke is more as compare to Pepsi and more
respondents consume and sold coke more as compare to Pepsi .Further it is concluded that
Pepsi only provide Refrigerators more as compare to coke to increase the sale as a
marketing input.

It is concluded from the study that marketing program of both the companies are
equally effective in the market, further it is found that in Solan town people are more
satisfied with coke as compare to Pepsi. It is also found from the study that customers
equally faced problem regarding price, availability etc. From the both companies. It is also
found from the study that price and packaging of both the products almost same, their
promotion program also almost same and it is also found that both are found in all over the
Solan.

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83
4.3 RECOMENDATIONS

1) Soft drink companies should focus on those segments which consume


soft drink occasionally and weekly to increase their sale.
2) Soft drink companies should provide attractive scheme to their consumers and
retailers to increase their sale.
3) Soft drink companies should avoid adulteration.
4) They should improve quantity to avoid the negative aspects.
5) Soft drink companies should set price in such manner that consumers and retailers
face no problem regarding the price.
6) They should increase their availability.
7) They should improved their supply and service.
8) Coke Company should provide Refrigerators to retailers to increase sale.
9) Pepsi should also work for Society.
10) Pepsi should increase the satisfaction level with respect to consumers.
11) Pepsi should find out the problem that why people prefer Pepsi more as compare to
coke.
12) Pepsi should offer attractive marketing program to increase the sale as compare to
coke.

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84
ANNEXURE

BIBLIOGRAPHY
Book referred:

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
85
 Kotler Philip”Marketi ng
Management ”,Prenti ce hall publicati on,12th
editi on 2008.
 Malhotra N.K.”Marketi ng Research”,Pearson,Prenti ce hall publicati on,5th
editi on 2008.
 Indian Journal of Marketing ,Volume 40, Number3, March 2010
 Kothari C.R.”Research Methodology”,New age internati onal
publisher,2nd revised editi on 2004.
Web Sites Referred:

 www.pepsico.com
 www.pepsiindia.com
 www.google.com
 www.cokacola.com
 www.cokeindia.com

QUESTIONNAIRE

QUESTIONNAIRE FOR RETAILERS


PART A

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
86
NAME OF RESPONDENTS ...........................

ADDRESS ...........................

GENDER ...........................

AGE ............................

EDUCATIONOL LEVEL ............................

ANNUAL INCOME ............................

OCCUPATION ...........................

PART B

Q.1 DO YOU SALE SOFT DRINK?

I. Yes
II. No

Q.2 WHICH SOFT DRINK YOU SOLD MORE?

i. Pepsi
ii. Coke
iii. Both

Q.3 ARE YOU SATISFIED WITH THE SUPPLY OF COMPANY?

SOFT DRINK YES NO

PEPSI

COKE

Q.4 WHICH COMPANY GIVE BETTER SERVICE?

i. PEPSI
ii. COKE
iii. BOTH

Q.5 DO YOU THINK THAT SOFT DRINK COMPANY THINK ABOUT CONSUMERS HEALTH AND SAFETY?

I. Yes
II. No
III. Can’t say

Q.6 IN YOUR OPINION WHICH COMPANY THINK MORE ABOUT CONSUMERS HEALTH AND SAFETY?

I. Pepsi
II. Coke
III. Can’t say

Q.7 YOUR SALES IN BOTTLE PER DAY BOTTLES

Pepsi bottles sold________________


Coke bottles sold_________________

Q.8 WHICH FORM OF MEDIA IS MOST EFFECTIVE IN THE MARKET?

MEDIA COKE PEPSI

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87
Television Advertising

Newspaper Advertising

Outdoor Advertising

Sales Promotion

Other

Q.9 WHAT ARE THE PEPSI COMPANY DRINKS ARE AVILABLE IN YOUR SHOP?

Pepsi Mirinda orange Mirinda Lemon

7 Up Mountain Dew Slice

Evervess Soda Diet Pepsi Aquafina Water

Total

Q.10AMONG THE ABOVE FLAVOURS OF PEPSI WHICH FLAVOURS CUSTOMER USE MORE?

Pepsi Mirinda orange Mirinda Lemon

7 Up Mountain Dew Slice

Evervess Soda Diet Pepsi Aquafina Water

Total

Q.11 WHAT ARE THE COKE COMPANY DRINKS ARE AVILABLE IN YOUR SHOP?
Thumps Up Fanta Coca- Cola

Sprite Kinely Water Kinely Soda

Limca Maaza Minute Made

Diet Coke Total

Q.12 AMONG THE ABOVE FLAVOURS OF PEPSI WHICH FLAVOURS CUSTOMER USE MORE?

Thumps Up Fanta Coca- Cola

Sprite Kinely Water Kinely Soda

Limca Maaza Minute Made

Diet Coke Total

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88
Q.13 ABOUT SOFT DRINK WHAT DO YOU LIKE THE MOST?
Brand name Taste Easy availability packaging Brand

ambassador Any other

SOFT DRINK
PEPSI

COKE

Q.14 HAS PEPSI COMPANY PROVIDE YOU VISI COOLER?

A. Yes B. No

Q.15 HAS COKE COMPANY PROVIDE YOU VISI COOLER?

I. Yes
II. no

Q.16ARE YOU SATISFIED WITH THE REPAIR SERVICE OF FRIDGE?


Completely Some what Can’t Say Some what Completely
Satisfied Agree Dissatisfied Satisfied
Pepsi
Coke

Q.17 HOW MUCH YOU SATISFIED WITH THE SERVICE OF PEPSI(LIKE DISTRIBUTION,PRICE,TIME TRANSPORTATION)?

A .average B. Satisfactory C. delighted d. unsatisfied

Q.18 HOW MUCH YOU SATISFIED WITH THE SERVICE OF COKE (LIKE DISTRIBUTION,PRICE,TIME TRANSPORTATION)?

A .average B. Satisfactory C. delighted d. Unsatisfied

WHICH OF THE FOLLOWINGDISPLAYS INPUTS ARE AVAILABLE WITH YOU?(PLEASE TICK


Q.19
APPROPRIATE)
Display Racks Visi cooler Ice box Dealer Board All

Coke
Pepsi
Q.20 WHICH INPUTS HELPS YOU TO INCREASE THE SALE MOST?

I. Display racks
II. Visi cooler
III. Ice box
IV. Dealer board
V. Any other

Q.21 SCHEMES OF WHICH COMPANY GOOD TO YOU AND TO CONSUMER MORE.

Pepsi Coke both

Q.22 WHAT IS MODE OF PAYMENTS TO PURCHASE SOFT DRINKS?

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
89
Pepsi Cash Credit

Coke Cash Credit

Q.23 WHICH QUANTITY OF SOFT DRINK YOU HAVE?


QUANTITY 200ml 300ml 500ml 1lit. all
PEPSI
COKE

Q.24 WHICH TYPES OF PROBLEMS YOU FACED FROM THE COMPANY?

PROBLEM COKE PEPSI


DISTRIBUTION
PRICE
TIME
TRANSPORTATION

AQ.25 WHICH COMPANY PROVIDE YOU ATTRACTIVE SCHEME RELATED TO

1. Price 2. Discount 3. Extra (Free) 4.Gift

A. Pepsi B. Coke

Q.26 IS THERE ANY EFFECT ON SALE IF COMPANY OFFER MORE ATTRACTIVE

SCHEMES?

A. Yes B. No C. Can’t say

Q.27 DO YOU REQUIRE SERVICE BY DRINKS COMPANY AS FOLLOWS

A. Daily B. Alternate day C. Weekly 2

Q.28 YOUR OWN OPINION ABOUT PEPSI AND COKE (WHO IS THE BEST).

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
90
QUESTIONNAIRE FOR CONSUMERS
PART A
NAME OF RESPONDENTS .............................................

ADDRESS .............................................

GENDER ..............................................

AGE

I. Between 21 to 30
II. Between 31 to 40
III. Between 40 to 50
IV. Above 50

EDUCATIONAL LEVEL

I. Matric
II. Secondary
III. Graduate
IV. Post graduate

MONTHLY INCOME

I. Less than Rs.10000


II. Between Rs. 10000 to 15000
III. Between Rs.15000 to 20000
IV. Between Rs. 20000 to 30000
V. More than 30000

OCCUPATION ..............................................

PART B
Q.1 DO YOU CONSUME SOFT DRINK?

I. Yes
II. No

Q.2 HOW FREQUENTLY DO YOU CONSUME SOFT DRINK?

I. Occasionally
II. Weekly
III. Rarely
IV. Every day

Q.3 DO YOU GIVE PREFERENCE TO BRAND NAME OR NOT?

I. Yes
II. No
III. Can’t say

Q.4 WHICH SOFT DRINK YOU PREFER MORE?

i. Pepsi
ii. Coke

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91
Q.5 WHAT DO YOU DO WHEN BRAND OF YOUR CHOICE IS NOT AVAILABLE IN MARKET?

I. Switch to another
II. Visit to second place
III. Not purchase at all

Q.6 IN WHAT QUANTITY YOU PREFFER COLD DRINK?

I. 200ml
II. 300ml
III. 500ml
IV. 1 lit.

Q.7 WHICH THING PROMOTES YOU FOR CONSUMPTIOS?

i. Rates
ii. Quantity
iii. Status
iv. Other

Q.8 HOW OFTEN DO YOU CONSUME SOFT DRINK IN A TYPICAL WEEK?

i. Less than once in a week


ii. 1-3 times per week
iii. 4-6 times per week
iv. 7 or more times

Q.9 DO YOU THINK COKE IS MORE TASTY AND REFRESHING SOFT DRINK THEN PEPSI?

I. Yes
II. No

Q.10 DO YOU THINK PEPSI IS MORE TASTY AND REFRESHING SOFT DRINK THEN COKE?

I. Yes
II. No

Q.11 PURPOSE OF SOFT DRINK CONSUMPTIOS?

i. SATISFACTION
ii. THRUST
iii. PASSION
iv. OTHER

ARE YOU SATISFIED WITH SCHEMES PROVIDE TO YOU BY THE COMPANY LIKE ( DISCOUNT,
Q.12
EXTRA, GIFT, CONTEST)

SOFT DRINK YES NO CAN’TSAY

PEPSI

COKE

Q.13 IS YOUR CONSUMPTIONS EFFECT IF COMPANY REVISED ITS RATES

i. Yes
ii. No

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
92
Q.14 IF COMPANY PROVIDES ATTRACTIVE SCHEME THEN WHAT IS YOUR REACTION.

I. Same as past time


II. Purchase more
III. Any other

Q.15 WHICH FLAVOUR OF PEPSI YOU PREFFER MOST?

Pepsi Mirinda orange Mirinda Lemon

7 Up Mountain Dew Slice

Evervess Soda Diet Pepsi Aquafina Water

Total

Q.16 WHICH FLAVOUR OF COKE YOU PREFFER MOST?


Thumps Up Fanta Coca- Cola

Sprite Kinely Water Kinely Soda

Limca Maaza Minute Made

Diet Coke Total

Q.17 ARE YOU AWARE ABOUT ADULTERATION IN SOFT DRINK?

I. Yes
II. No
III. Can’t say

Q.18 IN YOUR OPINION WHICH COMPANY PRODUCT ARE ADULTERATION?

I. Coke
II. Pepsi
III. Both
IV. None of these

Q.19 ARE YOU AWARE ABOUT NEGATIVE ASPECT OF SOFT DRINK?

I. Yes
II. No

Q.20 IN YOUR OPINION WHICH COMPANY SOFT DRINK HAVE NEGATIVE ASPECT?

I. Coke
II. Pepsi
III. Both
IV. None

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
93
Q.21 PLEASE TICK YOUR OPINION TOWARDS FOLLOWING ASPECTS AGAINST APPROPRIATE?
SATISFIED PARTIAL SATISFIED NOT SATISFIED
DIFFERENT ASPECTS
PEPSI COKE PEPSI COKE PEPSI COKE

BRAND NAME

FLAVOUR

EASY AVAILABILITY

PACKAGING
BRAND AMBASSADOR

ANY OTHER

“Comparative analysis of effectiveness of marketing input and strategies of Pepsi and coke.”
94

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