SUMMER PROJECT

PRESENTATION ON
MARKETING - BRANDING
ON FMCG PRODUCTS

By: Garvit Agarwal

IMBA - 34

INTRODUCTION
This project is an extensive research on the
marketing strategies of the two Cola giants Pepsi
and Coca Cola. It covers and depicts all graphs, fact
and figures of two companies. It begins with the
introduction of soft drink industry and introduction
of these two companies of soft drink industry. It
covers some of the major strategies adopted by
Pepsi and Coca-Cola like their pricing policy, sales
promotion and advertising policy, distribution policy
etc. The project has been made interesting with the
inclusion of the topics, which covers the 4Ps of
marketing.

OBJECTIVE
The objective of my study is to understand
and critically analyze the MARKETINGBranding Stratergy Of Pepsi And Coke.
To explain Branding concept and its
importance through comparative study of
coke and pepsi
To explain the branding stratergies of PEPSI
and COKE.
To explain preferences of Pepsi and Coke
through Statistical Aspects.

COCA-COLA PROFILE
Coca-Cola is a carbonated soft drink sold in stores, restaurants and
vending machines worldwide. The Coca-Cola Company in Atlanta,
Georgia produces it. It was incorporated in 1886. The Coca-Cola
Company claims that it is sold in over 200 countries.
COCA-COLA IN INDIA
The US soft-drink giant, Coca-Cola, reentered India in the 1990s after
abandoning its businesses in the late 1970s in the wake of Foreign
Exchange Regulation Act of 1973. The Act, meant to 'Indianize' foreign
companies, made it mandatory for foreign companies to dilute their
shareholdings to 40 per cent. Instead of diluting its shareholdings to
the required limit prescribed by the Act, Coca-Cola opted to
discontinue its operations in India.
Coca-Cola is a leading player in the Indian beverage market with an
approximate 60 per cent share in the carbonated soft drinks segment.

BRANDS IN INDIA

PEPSICO
PepsiCowas formed in1965with the merger of thePepsi-Cola
Company. PepsiCo is one the largest companies in the U.S. It figures
amongst the largest 15 companies worldwide according to the
number of employees hired. It has a U.S. Fortune rank of 50.The
company profits for 1997 were $2.14 billion on revenues of $20.92
billion and Pepsi is bottled in nearly 190 countries. PepsiCo is a world
leader in convenient snacks, foods and beverages with revenues of
more than $43 billion and over 198,000 employees.

PEPSICO IN INDIA
PepsiCo gained entry to India in 1988 by creating a joint venture
with the Punjab government-owned Punjab Agro Industrial
Corporation (PAIC) and Voltas India Limited. This joint venture

marketed and sold Lehar Pepsi until 1991, when the use of
foreign brands was allowed; PepsiCo bought out its partners
and ended the joint venture in 1994.

BRANDS IN INDIA

THE BRANDING RIVALRY

BEGINS

MARKET SHARE IN INDIA

RESULTS
Coca-Cola and Pepsi together control 97% of the entire
Indian markets. The rest of the 3% is shared by
companies like Cadbury-Schweppes and Campa-Cola.
The total no. of case sold is 140 million of these 77
million cases of Cola drinks are sold and 63 million of
non-cola drink. There is a rapid increase in the sale of
cola soft drinks.
Whereas in 1990, they accounted for a third of all soft
drinks sold, now their share is well over half. Also cola
sales are growing at a faster rate than non-colas. One of
the reasons for this could be the aggressive marketing
strategies for Cola drinks by Pepsi and Coca-Cola.