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This research required us to conduct the consumer research, retail survey and interview the marketing managers of both Pepsi Cola and Coca-cola companies so as accomplish the objectives mentioned above. Our research is qualitative and longitudinal in nature and the methodology used to accomplish objectives are surveys, questionnaires and interviews. We have conducted the thorough consumer analysis based on sample size of 200 people from Clifton Karachi to check out consumer preference. We have also looked into the retail business of beverages to find out the supply chain efficiency of both the companies. We have visited both companies offices here in Karachi and interview marketing executives to find out what they think about current situation and what marketing strategies they are perusing in order to gain the maximum out of the industry Finally report concludes the findings and gives recommendations to both these companies so to what measure they should take and on what strategy to focus more.
TABLE OF CONTENT
1. INTRODUCTION 1.1 BACKGROUND AND LITERATURE REVIEW 1.2 PROBLEM STATEMENT 1.3 OBJECTIVE 1.4 RESEARCH METHOD 2. MARKETING CONCEPT IN GENERAL 2.1 MARKETING 2.2 MARKETING STRATEGIE 2.3 MARKETING MIX AND PRODUCT LIFE CYCLE 2.4 SWOT ANALYSIS 2.5 CONSUMER BEHAVIOR 3 COMPANY PROFILE 3.1 PEPSI COLA 3.2 COCA COLA 4. MARKETING STRATEGIES OF PEPSI AND COKE 4.1 INTERNATIONAL SCENARIO 4.2 PAKISTANI SCENARIO 4.2.1 COCA-COLA 4.2.2 PEPSI-COLA 4.3 RETAIL SURVEYS 4.3.1 AGHA SUPER MARKET 4.3.2 EBCO 4.3.3 PARADISE STORE 4.3.4 MOTTLES 5. CONSUMER PREFERENCES 6. CONCLUSION AND RECOMMENDATION 7. REFERENCES 8. BIBLIOGRAPHY
their strategy to roll out a wide range of noncarbonated products.[wall street journal, 2007] In Pakistan scenario we did not find any report that can give us information about the market shares of these two favorite brands, and we have as such no information about who is leading the market. We went to szabist library, we did not find any report on pepsi and coke market shares and on their competition. Based on this literature review and since no such work we found on this topic we have developed the research problem as under.
1.3 Objectives:
These are following objectives which we will be focusing in our report. To find out the marketing strategies of Coke and Pepsi. To find out the impacts of marketing strategies of both the companies on their consumers. To explore the market shares of Pepsi and Coke in Pakistan. To find out what customer prefer while selecting a particular beverage. To find out what percentage of total market is covered by other international and local beverages.
data are internet surfing, companies annual reports, manuals journals and books. Our sample size will be filling out questionnaires from 200 students of szabist customers. c) Sample Size & Procedure We are using the convenience sampling method and our locality is Clifton, we will distribute 200 questionnaires to student of Szabist. We will go to conduct interview in 5 well known retail stores of Clifton. We will also arrange the interview with the marketing head of the two companies.
Value and Satisfaction: the offering will be successful if it is deliver value and satisfaction to the target buyer. The buyer chooses between different offering on the basis of which is perceived to deliver the most value. Value is the combination of quality, service and price. We can also say that the value is a ratio between what customer gets and what he gives. Supply Chain: the supply chain describe a longer channel stretching from the raw material to component to the finished goods that are carried to the final buyer. Example: the supply chain of women purse start with hides, and moves through tanning operation, cutting operation, manufacturing and marketing channel bringing product to customers. When companies acquire competitors or moves upstream or downstream, its aim is to capture a higher percentage of supply chain value. Competition: it includes all the actual and potential rival offerings and substitute that a buyer might consider. There are four level of competition based on the degree of product substitutability: Brand competition Industry competition Form competition Generic competition. [Kotler, Marketing Management, 2002]
Promotion: it means activities that communicate the merit of the product and persuade target customer to buy it. An effective marketing program blends the entire marketing mix- element in to a coordinated program designed to achieve the companys marketing objective by deliver value to consumer. It is the company tactical tool kit for establishing strong positioning in target market. Here another thing is important the four Ps concept takes the sellers point of view of the market from the buyer perspective it can be described 4 Cs: customer solution, customer cost, convenience, communication. Marketer see themselves as selling product, customer see themselves as buying value or solution to their problem. And customer are interested in more than just price; they are interested in the total cost of obtaining, using, and disposing of a product. Customers want the product and service to be conveniently available as possible. And last, they want two way communications. Marketer would do well to think through the four cs first and then build the four ps on that platform. [Kotler, Principle of Marketing, 2002] PRODUCT LIFE CYCLE: a product processes through series of stages from introduction to growth, maturity and decline. For example, a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out (decline). In theory its same as products. INTRODUCTION STAGE: in introduction stage, the firm build product awareness. Its impact on marketing mix as follows: Products: branding and quality level is established and intellectual property protection such as patent and trade marks are obtained. PRICE: low penetration pricing to build market share rapidly. Distribution: it is selective until consumer show acceptance the product. PROMOTION: it is aimed at innovator and early adaptor. Marketing communication to build product awareness and educate potential consumer about the product. GROWTH STAGE: in growth stage firms develop brand preference and increase market share. PRODUCT: quality is maintained and additional features and support service may be added. PRICING: it is maintained as the firm enjoys increasing demand and little competition. Distribution: distribution channel are added as demand increase and customer accept the product. PROMOTION: it aimed to broader audience.
PROMOTION: emphasis on product differentiation. DECLINE STAGE: sales decline, firm has several options.
Maintaining product, possibly rejuvenating it by adding new features and finding new uses. Harvest the product- reduce cost and continue to offer it, possibly to be loyal niche segment. Discontinue the product, liquidating new inventory or selling it to another firm that is willing to continue the product. Marketing mix of the decline stage will depend on the selected strategy. For example: the product may be changed if it is rejuvenated, or left unchanged if it is harvested. Price may be maintained if the product is harvested, or reduced drastically if it is liquidated. [ Quick MBA, 2006]
it is refer to the buying behavior of final consumer i.e. individual and house hold who buy goods and services or personal consumption. All of these final consumers combine to make up the consumer market. Consumer around the world very tremendously in age, income, education level, and taste. They also buy incredible variety of goods and services. How these diverse consumers connect with each other and with other element of the world around them impact their choices among various products, services, ad companies. MODEL OF CONSUMER BEHAVIOR: consumer makes buying decision every day. Most of the large companys research consumer buying decision in great detail to answer question about what consumer buy. Where they buy, how much they buy, when they buy, marketer can study actual consumer purchases to find out what they buy. Where and how much. Penetrating the dark recesses of the consumers is not an easy task. Often consumers themselves dont know exactly what influence their purchase. The central question for marketer is; how does consumer respond to various marketing efforts the company might use? The starting point is the stimulus- response model of buyer behavior, it tells that marketing and other stimuli enter the consumer black box and produce a certain result. Marketer must figure out what is in buyer black boxes. Marketing stimuli consist o 4ps other stimuli include major forces and events in the buyers environment; economical, technological, political, cultural. All these inputs enters the buyer black box, when they are turned into a set of observable buyer responses; product choice, brand choice, desire choice, purchase timing and purchase amount. The marketer wants to understand how the stimuli are changed into response inside the consumers black box. Which has two parts? First, the buyers characteristics influence how he or she perceives and react to the stimuli. Second, the buyers decision processes itself affect the buyers behavior.
1959 Pepsi Cola was introduced in Pakistan but due to lack of awareness it was unsuccessful therefore the headquarters decided to windup their business in Pakistan 1963 It came again with much revised Strategy, facing a lot of difficulties in promoting there product and competing against COCA COLA which was a well established brand here in Pakistan and for that reason Pepsi once again went back 1979 Pepsi had secretly promoted its diversified products and carter to all demographic groups of Pakistan there for in with in 5 years they emerged as a market leader, having 72% of market share while COCO COLA had only 28% share.
Product Strategy:Packaging Providing their consumers with easy-to-use, convenient and innovative containers are one of their top priorities. Package introductions they've made over the years include the industry's first 1 liter bottle; Regular, Disposable; Can. Pepsi Co. was the first company to respond to consumer preference with lightweight, recyclable, plastic bottles. These bottles are made of polyethylene terephthalate or "PET plastic," which is a form of polyester used to make strong, lightweight, shatter-resistant bottles. Price Strategy In the US, Pepsi prices its products similar to those of Coca-Cola in order to keep profits high. Competition in the US is based mainly on marketing skill rather than price to help avoid costly price wars and keep profits stable. But some times Pepsi offer least cost to attract buyers as it did in New York City in 1933. Since neither of the major manufacturers would win a price war, it is unwritten rule that the companies will follow the pricing structure of the market leader, which is Coca-Cola. While this amounts to price fixing, there has been has not been any major government actions to curtail the practice so it should continue in the future. PepsiCos current retail prices range depending on the convenience of the location in which they are located and depending on the size of the soft drink container. On average, a 12 ounce can is between $.25 - $.99, a 20 ounce plastic bottle is between $.50 and $1.29, and a 2 liter plastic bottle is between $.50 and $1.95. Promotion Strategy Pepsi promotes its products in a many ways, but focuses mainly on getting products associated with entertainment icons that appeal to youth. The first major use of this technique was the signing of Michael Jackson as spokesperson in 1984. His worldwide appeal allowed Pepsi to attract customers in the US and foreign countries. Pepsi has followed this strategy by signing other pop music stars like Lionel Ritchie and, Tina Turner. Two other areas of entertainment that have been used by Pepsi to promote its brands are sports and movies. Sports are a popular source of entertainment throughout the world and is a using it to promote the brand is a main focus of Pepsi. Since sporting events are seen many times by fans, it provides a good opportunity to increase brand recognition. Movie stars are also popular throughout the world and are greatly admired by people, so using them in advertising has a positive effect brand image. Place (Distribution) Strategy Distribution is an important aspect of success in the beverage industry. Since the cola companies want to focus on making syrup and marketing, they need to have strong, loyal bottlers. This is especially the case in foreign markets where the cola companies fiercely battle for good bottlers. The building of bottlers through joint ventures and the increased maintenance of current bottler relationship should be the main focus of Pepsis international marketing. One of Coca-Colas major strengths is its ability to build relationships with its bottlers. CocaCola is very methodical in making sure that its bottlers are happy, while Pepsi has been known for neglecting its bottlers. This is one area that Pepsi must improve if it is going to take market share away from Coca-Cola. Marketing Strategies of Coke:
The Company is guided by six strategic priorities and four principles of citizenship. Their strategic priorities outline how they seek to create value as they continue to pursue growth. Their six strategic priorities are: Accelerated soft drink growth, led by the coca cola Selectively broaden their family of beverage brand drive to profitable growth Growth system profitability and capability together with their bottling partners Serve customers with creativity and consistency to generate growth across all channels Direct investment to highest potential area across market Drive efficiency and cost effectiveness every where. At The Coca-Cola Company, sustainable success means operating responsibly and creating enduring economic value that serves their business and their share owners well. As they continue to listen, learn and build, they strive for a model that is relevant, industry-specific, systematic and as attainable as it is accountable. The elements on which they focus are broad and varied: Promoting ethical management Fostering a holistic understanding of their business Cultivating talent and diversity of though Developing intrinsic knowledge of the cultures and countries where we do business Using financial resources with insight, focus and care Helping improve the quality of life in their communities Listening and responding to stakeholder concerns Reinvesting to perpetuate the best of their ideas and values Managing their environmental impact responsibly
regain a contract with a retailer if lost once. According to coca-cola Pakistan ltd. The main problem that they are facing lies in its supply chain process and its limited resources that refrains it from advertising as much as other competitors do. For resolving the advertisement problem, coca-cola has outsourced its advertisement and publicity. For supply chain, cities are divided into sectors and sub-sectors for instant access and deliveries, has doubled the staff and restructuring the company for a faster recovery. Political and environment factors have hit coca-cola very badly in Pakistan. According to them, Pepsi has an edge over them because they are operating as a franchise and not as multinational so it helps reduce them taxes which is a big difference. Coca-cola uses a short term marketing plan which lasts for 6 to 12 months with changes keep coming. Coca-cola Pakistan admits that currently the market share of coca-cola is 28% which is very low as compared to Pepsi that stands at 70%. Coca-cola is hopeful that the above mentioned problems if resolved would help them come back into the business but it would take sometime. The company has still a substantial growth rate in the country i.e. 25%. flexible and willing to change to satisfy consumers needs, has enabled Coca-Cola to exploit the economies of scale that was gained by its global marketing and at the same time making its products appeal to local taste, which these have earned the company an enormous profits quarterly. As Coca-Cola has expanded over the decades or even nearly a century, the company has benefited from the various cultural insights and perspectives of the societies in which business is done. No doubt of the remarkable experience it has, it is still very committed to local markets, to paying attention to what people from different cultures and backgrounds like to drink, and where and how they like to drink it, to remain competitive and to develop more new drinks to satisfy its markets. Now, the estimated brand equity of Coca-Cola is $84billion, market share of more than 50 percent in beverage industry globally and about 70 percent of its income comes from countries outside United States. Every 10 seconds, 126,000 people in the whole world, choose to reach out for one of The Coca-Cola Company brands, and it is the companys mission to make that choice exciting and satisfying, every single time. Not only to make great drinks, Coca-Cola is also determined to contribute to communities around the world through its commitments to education, health, wellness, and diversity and consistently shaping its business decisions to improve the quality of life in the communities in which the company do business.
inventory control and distribution Research& Development Continuous efforts to research trends and reinforce creativity. May concentrate too much on existing products,
Pricing Coke prices its products similar to those of Pepsi in order to keep profits high. Competition in the industry is based mainly on marketing skill rather than price to help avoid costly price wars and keep profits stable. Since neither of the major manufacturers would win a price war, it is unwritten rule that the companies will follow the pricing structure of the market leader like Pepsi in Pakistan. While this amount to price fixing, there has not been any major government actions to curtail the practice so it should continue in the future. Coke-Cos current retail prices ranges are similar to those of pepsi due to competition and s depending on the convenience of the location in which they are located and depending on the size of the soft drink container. On average, a 330ML can is between Rs20 25, 500ML plastic bottle is between Rs.20 and 25, and a 1 an a half liter plastic bottle is between Rs.40 and 45.
PROMOTION
Coke does not promote its products as often as pepsi does because of lack of resources as it pays millions in taxes being a multinational. Like pepsi, coke also Promote its products in a many ways, but focuses mainly on getting products associated with entertainment icons that appeal to youth. Coke also has followed this strategy by signing other bollywood stars like Aamir Khan and other acters/actresses. Some of the ways in which Coke attracts consumers are: Discounts ( RAMDAN Offers) In-Store Displays Signs, banners etc. Sponsorship sports teams/clubs/events Place (Distribution) Strategy Distribution is an important aspect of success in the beverage industry. But the problem with coca-cola Pakistan is that the distribution and placement of the product is very slow due to the fact that decisions at coca-cola takes time. The problem is being solved by doubling the number of sales guys and dividing cities into sectors and sub sectors so as to Approach retailers as soon as they join the market and meet the demand properly.
franchise system while coca-cola was took over by coca-cola international and became a multinational. Pepsi says unlike coca-cola, they cater to a much larger segment because of their diversified product lines which doesnt limit them to soft drinks but to mineral water, Juices and fast foods as well. Pepsi says one of their greatest edges over coca-cola lies in there franchised operations that allows them to take quick and spontaneous decisions which coca-cola cannot because of there organizational hierarchy that slows the process of decision making. The taxes that Pepsi-cola saves being operating as franchise enables it to focus more on advertisements and promotions of their products. Availability and meeting the demand is one key factor that contributes to Pepsi-colas success in Pakistan. Reaching the retailers sooner than coca-cola can and finalizing deals in no time, Pepsi enjoys its lead time benefit over coke.
Legal/ Regulatory Opportunity to win hearts through social responsibility Opposite is also possible
Price Strategy
Pepsi prices its products similar to those of Coca-Cola in order to keep profits high. Competition in the is based mainly on marketing skill rather than price to help avoid costly price wars and keep profits stable. But some times Pepsi offer least cost to attract buyers as it did in New York City in 1933. Since neither of the major manufacturers would win a price war, it is unwritten rule that the companies will follow the pricing structure of the market leader. While this amount to price fixing, there has not been any major government actions to curtail the practice so it should continue in the future. PepsiCos current retail prices range depending on the convenience of the location in which they are located and depending on the size of the soft drink container. On average, a 330ML can is between Rs20 25, 500ML plastic bottle is between Rs.20 and 25, and a 1 an a half liter plastic bottle is between Rs.40 and 45.
Promotion Strategy
Pepsi promotes its products in a many ways, but focuses mainly on getting products associated with entertainment icons that appeal to youth. The first major use of this technique was the signing of Pakistan cricket team as celebrities. Pepsi has followed this strategy by signing other pop music stars like junaid jamshed and other singers. Two other areas of entertainment that have been used by Pepsi to promote its brands are sports and movies. Sports are a popular source of entertainment throughout the world and is a using it to promote the brand is a main focus of Pepsi. Since sporting events are seen many times by fans, it provides a good opportunity to increase brand recognition. Movie stars are also popular throughout the world and are greatly admired by people, so using them in advertising has a positive effect brand image. Some of the ways in which Pepsi attract consumers are: Free Samples ( New product DEW) Discounts ( RAMDAN Offers) In-Store Displays Signs, banners etc. Entertainment Games with free T-shirts, Pepsi points under the cap etc. Sponsorship sports teams/clubs/events
bottler relationship should be the main focus of Pepsis international marketing. One of Coca-Colas major strengths is its ability to build relationships with its bottlers. CocaCola is very methodical in making sure that its bottlers are happy, while Pepsi has been known for neglecting its bottlers. This is one area that Pepsi must improve if it is going to take market share away from Coca-Cola. Product is distributed through PepsiCo distribution centers. The distributor delivers it to the grocery retailers, vending companies, restaurants, and warehouse/club stores. The distribution segments can be broken down into the following: Convenience Stores and Gas Stations: 12% of the market Vending Companies: 11% of the market Restaurants: 20% of the market Warehouse/Club Stores: 6% of the market Super Markets and Retail Stores: 51% of the market.
4.2.3.2 EBCO:
EBCO is also in the tuff competition with other supermarkets in Clifton and located in the famous Forum mall. The person who talked with us in investigating about the marketing share of both the companies is tore manager. He shared with us following information. They also keep imported juices, energy drinks and Pakola in addition with keeping families of Pepsi and Coke. They also shared the same information that other stores provided us that both give same margins and incentives. They also do not keep Kinley of Coke due to same reason that Coke does not give equal margins as Pepsi gives on its Aquafina. They keep more stock of Pepsi than Coke due to the same reason that Pepsi is asked more than than Coke. In answering to question, what is their opinion why Pepsi is asked more than Coke, They said that Pepsi is well established brand in market and its due to is heavy advertisement that helped Pepsi to gain more market share than Coke they also shared that Pepsi high shares is also due to the unavailability in the market . They told us that Coke sales in their store is half of Pepsi.
4.2.3.3 MOTTAS:
Is a well known retail store located near Shawn circle have been operating for more than 20 years and have 2 floors. The information they have shared with us were as under. They keep with them Pakola, Dr Pepper and imported juices other than Pepsi and Coke. The complete family of Coke and Pepsi is kept at their store and mostly upper class makes purchases of these beverages. Pepsi is sold more as comparatively. The ratio is like 5000 bottles of Pepsi and 2200 bottles of Coke are sold in a month (assumption made by the interviewee). The reason why Pepsi is sold more is according to them, it is due to the Pepsis brand name and their effective marketing campaigns. Talking about the margins given by Pepsi and Coke they disclosed both give almost same margins but Coke some times give them more to make retailer sell its product more but due to the high demand they keep Pepsi more. They keep Aquafina of Pepsi but not kinley of Coke because Coke is not giving good margins on its water.
compare to Coke and the assumption they made is, like if 10,000 bottles of Pepsi are sold than only 5200 bottles of Coke are sold in month. Normally educated and upper class spends on these beverages and the reason why Pepsis sales are more in their opinion is due to their heavy and effective advertising campaigns and their supply chain and reason why Coke is not sold more is due to their un effective supply chain they told us that although it is available in supermarkets but it is hard to find at other places that is the reason the brand which people find more they stick to it. Both the brands give same margins and both give almost same incentives if particular sales level are achieved by the store.They also gave the same reason why they do not keep Kinley of Coke is Coke gives less margins than Pepsi gives on Aquafina.. From the retail surveys we can conclude first that market share of Pepsi is double than the Cokes share. The information which almost every retailer told us is that Cokes share is half, every one told us that Pepsi sales are some where around 60% Cokes sales are 30% and other drinks like fresh juices, imported energy drinks and Dr Pepper comprise 10% of total.
When we tried to find out the distribution of consumer preferences over other Pepsi products we got mountain dew to be the number one among males with 31% and seven-up among females with 27% of the sample. Distribution of preference to other products of coca-cola When we tried to find out the distribution of consumer preferences over other coke products we got sprite to be the number one among males and females with 39% of the sample. ` Conclusion of consumer survey We would hereby conclude the survey results specifying reasons given by people included in the survey as to why do they like or dislike coca-cola, pepsi-cola and there different brands/products. Coca-cola The reason for likeness among people as for coca-cola itself is quite common, The great taste it has which they love and which they cannot forget. People say they like the hard taste which is much better than the sweet childish taste that Pepsi has. The second reason that was explored from the sample analysis was that people are too loyal to the brand they like when it comes to coca-cola. Coca-colas absence in the market doesnt seem to have brought a great impact on preferences of coca-cola customers; they still remember the taste and keep searching for it. They dont want to switch to any other brand in the market. Another reason for cokes likeness is its quality. For people who value quality in a product says if we like coke, its because its a tasty quality products. However, research reveals some reasons for disliking coke also. A very basic reason is that the product has failed to prove its image in the minds of religious minded people in Pakistan as they think coca-cola supports Israel, one of their biggest enemies. The cola sentiments are more attached to coca-cola rather than Pepsi-cola as coke was introduced much earlier than Pepsi and then, it was the market leader for so many years. Availability is a big time issue for coke which is slowly becoming a reason for its bad image. As for other brands of coca-cola, sprite seemed to be the most preferred, both by males and females, reasons for its heavy demand are as per our research, good for digestion and healthy. Also, its color i.e. White, attracts people. As for Fanta, people like the refreshment part but not the color and taste that it has. Taste is sweeter and childish. Team seemed to have quite a fan club but then availability is a big problem for all cocacola products. Currently, coke has seized its production for team. Pepsi-cola Pepsi is name that people seemed to recognize more in Pakistan. The reason being its extensive advertisement campaigns which are never ending. And this is in accordance with the sample results which showed that people are as much attached to Pepsi as they are to coke despite the fact that Pepsi was introduced much later than coke. Pepsi seemed to be earning more through its diverse product line in the beverage industry rather than its core brand Pepsi. The reason for its likeness are very common and they
are one, its ready availability in the market and second, influence of celebrities shown in its advertisement campaigns seems to have earned Pepsi a great customer base. People dislike Pepsi for quite the similar reasons for which they dislike coke, i.e its support for Israel. But there are other factors as well among which its sweeter taste is not admired by many. Some people say that its not good for health specially bones and teeth. As for other products of Pepsi-cola, mountain dew seems to be very popular among males and seven up among females. People admire dew for the refreshing effects and the adventurous feeling they get because of the advertisement influences. They admire seven-up because of the healthier features related to digestion and white color that is more preferable over black. Tropicana, a relatively new brand seems to be penetrating in the market very quickly and attracting consumers at a very fast pace. Consumers say it has a nice taste with no soda and its refreshing and light because its more like a fruit juice. People dislike dew mainly because of its green color and health hazards i.e. Bad for the male fertility. Some say its taste is not that great. Seven-up is also not admired by many because of its taste.
developing a taste for Pepsi because of the massive advertisement and the unavailability of coca-cola products in the market, and this is due to the weakness of their supply chain policies and practices and slow decision making. Our recommendations to Pepsi-cola are to keep advertising as much as possible, and keep coming up with diversified range of products so as to penetrate more and more in the industry. Keep their business to franchise system only so as to save as much taxes as possible and use the saved money on advertisements. Our recommendations to coca-cola is to improve on the availability of their products perhaps by bringing efficiency to their supply chain management or to increase staff and dividing areas into sectors and sub-sectors so as to make it up with each and every retailer in the industry. To overcome Pepsi, coke must win retail contracts and that is possible only if it gives as much benefits and margins to retailers as Pepsi does, like Pepsi is giving more margin on its aquafina than coke does on kinlay, and because of this, retailers are hesitant of keeping kinlay in stores. Another possibility to improve share in the market is to come up with more and more products in the market and increase their product line.
7 REFRENCES
Conquynho, 2006, Case study of Pepsi http://www.echeat.com/essay.php?t=31117 2007, Coke & Pepsi losing market share http://www.seekingalpha.com/ Philip kotler, 2005, Principles of Marketing, 11th Ed, McGraw-hill http://www.pepsi.com/home.php http://www.coca-cola.com/index-d.html Mr. M.FAZAL RUBBI Trade Marketing Executive, Coca-Cola, Pakistan (Pvt) Ltd Mr. HANEEF Marketing Manager, Pepsi Co Pakistan (Pvt) Ltd Mr. ZAHIR Purchase Manager, AGHAS supermarket Mr. ASIM M SIDDQUI Store Manager, EBCO, the FORUM
Mr. HANIF Store Manager, MOTTAS medical & general store Mr. ASLAM Store Manager, PARADISE STORE, BIBLIOGRAPHY Conquynho, 2006, Case study of Pepsi http://www.echeat.com/essay.php?t=31117 2007, Coke & Pepsi losing market share http://seekingalpha.com/ Philip kotler, 2005, Principles of Marketing, 11th Ed, McGraw-hill http://www.pepsi.com/home.php http://www.coca-cola.com/index-d.html http://www.beverage-digest.com/editorial/970718.html Parija Bhatnagar, 2005, Coke Pepsi losing the fizz http://www.cnnmoney.com Eric Eliis, 2007, Irans Cola war, Fortune,2-6-2006 Mr. M.FAZAL RUBBI Trade Marketing Executive, Coca-Cola, Pakistan (PVt) Ltd Mr. HANEEF Marketing Manager, Pepsi Co Pakistan (Pvt) Ltd Mr. ZAHIR Purchase Manager, AGHAS supermarket Mr. ASIM M SIDDQUI Store Manager, EBCO, the FORUM Mr. HANIF Store Manager, MOTTAS medical & general store Mr. ASLAM Store Manager, PARADISE STORE,