Project Report On COMPARATIVE ANALYSIS OF COKE & PEPSI Submitted to Mr.

Mukul Saxena Project supervisor

Submitted To Mr. Mukul Saxena Project supervisor Submitted by SUMIT TIKKHA Roll No. 11620504 BBA IV Semester MAY 2012 To

M.J.P ROHILKHAND UNIVERSITY

COLLEGE OF MANAGEMENT AND TECHNOLOGY, RSD ACADEMY, RAM GANGA VIHAR PH-II MORADABAD, UP.

COMPARATIVE STUDIES OF COKE & PEPSI

AT BAREILLY BY SUMIT TIKKHA BBA IV SEMESTER SUBMITTED TO COLLEGE OF MANAGEMENT AND TECHNOLOGY IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION AT THE RSD ACADEMY APRIL2012 The author hereby grants RSD ACADEMY reproduce and to distribute publicly, paper and electronic copies of the project report in whole or in part.

Signature of student College of Management and Technology Certified by Mr.Mukul Saxena. Project Supervisor Accepted by Dr.Vinod Kumar Professor and Head College Management and Technology RSD Academy, Moradabad
1

of

I would like to thank Mr. Mukul Saxena, RSD College Of Management and Technology , Moradabad for supporting me during thank is project and providing me an opportunity to learn outside the class room. It was a truly wonderful learning experience. I would also like to express my sincere gratitude towards the Dr.Vinod Kumar. This project would not have been a success without their motivation. In the end I would like to thank the Almighty God and my Parents, who blessed me and supported me every time I required. Lastly I would like to thank all the respondents who offered their opinions and suggestions through the survey that was conducted by me in Bareilly. Once again my gratitude to the COMPARATIVE STUDIES OF COKE & PEPSI for their kind co-operation.

SUMIT TIKKHA

TABLE OF CONTENTS Chapter I II III IV V V1 VII VIII IX X XI XII Subject Company Profile Merchandising Route productivity Marketing Strategy of Coke Research Methodology Analytical Interpretation Findings and Analysis Conclusion Suggestion & Recommendation Limitation of Research Annexure Bibliography

COMPANY PROFILE

DOUGLAS N. DAFT Chairman of the Board and Chief Executive Officer

The Coca-Cola Company Douglas N. Daft was elected chairman, Board of Directors, and chief executive officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th chairman of the Board in the history of theCompany. Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia office. He held positions of increasing responsibilities throughout Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the Companys Atlanta headquarters In 1991 to assume the responsibility of president of the Pacific Group and in 1999 his responsibilities were expanded to include the Company's Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East Group.s Mr. Daft was elected president and chief operating officer of The Coca - Cola Company in December 1999. He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and Graduate Education - Economics Institute) in the Czech Republic, the Lauder Institute for Management and International Studies at the University of Pennsylvania, the Prince of Wales International Business Leaders Forum, the Grocery Manufacturers of America, the British - American Chamber of Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory University, the American Assembly and the Center for Strategic &
4

International Studies. He is also a member of The Trilateral Commission, The Business Council, and The Business Round table. AROUND THE WORLD Although Coca-Cola was first created in the United States; it quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands in over 200 countries. More than 70 percent of our income comes from outside the U.S., but the real reason we are a truly global company is that our products meet the varied taste preferences of consumers everywhere. OUR PARTNERS The Coca-Cola Company works with a wide variety of organizations to support health, fitness and good nutrition. Visit these sites for more information about positions, programs and activities. HISTORY OF COLA The cola industry has phenomenal possibilities for rocketing profit growth inspite of the sign of relief heaved by the manufacture at the abrupt sensational termination of coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status symbol to it..., generated by the sub standard, penetrated, advertising and extensive distribution network. Total soft drink segment is growing at the rate of 10% per year still if international standard area considered the per capita consumption of three serving in rock bottom, less than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of a market potential coke entered in India in 1991 after the permissions of setting up Britico Food company to coke was granted by the government in Pune in 1992 the plant was established for is deducted then the bottle are taken out of the line and cleaned again or rejected. The most important step is the mixing of drink concentrate dissolved in the soft water the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz. After the crowing of the bottle the crown contains the manufacturing data batch number and Time. After crowing the bottle, the bottle comes again at checking screen for checking the bottle.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every person knows the name of coca cola since India is one of biggest market and sultry summer from March the end of October and huge population has immensely helped in the sales the sales of coke in India and its making it more economical. Last years, the market share of Coca Cola was not specific. In this year companys top management adopted new policy and increased the rate of all brands of coke. By this decision top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which medium size. Family and lower level family can be taken the enjoy of coke. By this decision companys marketing share has been increased.In present time coke is captured approximate 60% market share in cold Dinks line. Now coke has defeated all the soft drinks company. According to service and according to advertising coke has appropriate position.It has now emerged as the winner and has a good image in the market.

MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase shareowner value over time. The company accomplished the mission by working with its business partners to deliver satisfaction and value to customers and consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis.

COKE BRANDS IN INDIAN ORIGIN COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

SPRITE:
In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink.

FANTA:
The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors.

DIET COKE:
The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the numberone selling low-calorie soft drink in the world.

LIMCA:
This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the CocaCola Company in 1993.

MAAZA :
Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.

VISION
The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.

MISSION
The mission of coca cola in India is: Increase in shareholder's value over time. To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through world wide system of superior brand and services thus increasing the brand equity. To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company.
8

 Environmental policy. Internal control.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these.

COMPARATIVE ANALYSIS OF COKE & PEPSI"

The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, coca-cola and pepsi since the very beginning. the thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft drink market. both the players are spending their energies in building capacity, infrastructure, promotional activities etc. Coca-Cola being 11 years older than pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. but the coca-cola people are finding it hard to keep away pepsi, which has been narrowing the gaps regularly. the two are posing threats to each other in every nook and corner of the world. while coca-cola has been earning most of its bread and butter through beverage sales, pepsi has a multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with different strategies and tactics to attack the rival. coca-cola is focusing upon the joint ventures with the existing bottlers { fobo } franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class.

Countering it pepsi has taken the battle in its own hands by floating as investment of $ 95 billion to set pepsi company. india holdings, as subsidiary for { cobo } company owned bottling operations. both the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market. both consider india a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. therefore, they are putting in their best efforts to woo the indian consumer who
10

has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting no.1 position comparison to the inter. coca-cola is well set with its 53 bottling sites through out the country giving it an edge over competition by processing a well-built bottling and distribution set-up. on the other hand, pepsi, with two more years in india, has been able to set an image of a winner in india and has been able to get the pulse of the india soft drink market. the soft drink giants are leaving on stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in india. firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. they want to develop a coca culture here and are working on a strategy to offer

soft drink in every possible package. in coca-cola camp, the idea of competition has not come from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. pepsi is quite aggressive in its approach to indian consumer. they are desperately working on the strategy to be winners in the hot cola war between two big barons. according to pepsi philosophy, its the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. pepsi had plumbed a large on the visibility of its blue red and white logo. they have been going with aggressive marketing by putting amir khan, akshay kumar and their advertisement to endorse their brand, the role models for its targeted consumer the teenagers. they have increased the fizz in the market place by introducing the dispensers called fountain pepsi and has been enjoying a lead over its rival there. Coca-Cola on the other hand, has been working on the saying slow and steady wins the races side by retailing to every more of its competitor.
11

they have procured the shield of thums up with a handsome market share in indian soft drink market.

MERCHANDISING
1. The exchange of goods for an agreed sum of money 2. Engage in the trade of

Definition-A (Webster's) :
MerchandisingN. 1. (Commerce) The activities associated with selling products, such as identification of the market{7}, advertising at the right time in the right media{7}, and creating attractive packaging and displays; also, the study of the best methods to accomplish such goals. merchandising - the exchange of goods for an agreed sum of money Synonyms: marketing, selling Definition-B (Encyclopedia) : Merchandising is a marketing practice in which the brand or image from one product or service is used to sell another. It is most prominently seen in connection with films, usually those in current release, and with television shows oriented towards children.

12

Trademarked brand names, logos, or character images are licensed to manufacturers of products such as toys or clothing, who then make items in or emblazoned with the image of the license, hoping they'll sell better than the same item with no such image.

MERCHANDISING STRATEGY (All Services) :

Assess your company's overall strategy to win customers, from point of discovery to exploration, testing and validation. Make additional

recommendations on retail store efficiencies, cost savings, and overall performance. Assess strategic direction and financial plan of merchandising efforts. Work to develop and implement retail partnering programs (and new product lines), where applicable. Develop in-store events and vendor co-sponsorship programs. Create additional awareness and distribution channels through strategic partnerships leveraging print, TV, radio, live events (tours, festivals, etc.) and more. Where no retention program exists, work with management to rapidly adopt a system to increase repeat purchases, build upon average order size, lower related costs, and maximize customer loyalty.

13

ROUTE PRODUCTIVITY
Many product distributors find themselves with a delivery route system that has "evolved" over the years into - well, let's just say a state of relative inefficiency. When was the last time your distributor operation completed a thorough, bottomup review of its route system efficiency? When was the last time the entire company was re-routed?

If the answer to these two questions is years, the business may have considerable room for route efficiency improvement. In a re-route of a product distributor's delivery system, it is commonly-believed that sales routes need to be developed first - with delivery routes developed later to support sales. The theory driving this approach is that to be a "sales-driven" organization, one must develop sales routes first to ensure the company is matching resources optimally to meet market needs. This approach is unsound and likely results in a route system that is: inefficient from an operations standpoint, and does not optimally meet customer demands. The delivery system is the most expensive component dealt with in an entire company re-route. Therefore, from a strictly financial sense, it is logical to begin the re-routing process with an optimization of this more expensive component. Sales routes, merchandising routes, etc. can be developed secondarily to match the optimized
14

delivery

routes.

Does a Focus on Delivery Optimization Compromise the "SalesDriven"Organization? By definition, the re-routing of an entire distributor operation requires balance and compromise. While at first glance, an initial focus on delivery optimization may seem to be a contradictory objective to developing a true "sales-focused" route system, the analysis is not so simple.

By ensuring maximum efficiency in the delivery route system, wholesalers free up resources within the organization that can be re-directed into the sales effort. A properly designed and executed re-route can be one of the most important things a wholesaler can do to increase both its delivery system productivity and efficiency measurements - and to provide financial resources to focus on driving increased revenues in the business.

When was your last re-route? Is your business missing opportunitiesbecause of route inefficiencies? How do you know if delivery routes,sales routes,

merchandising routes, are optimalldesigned? Delivery operations in a distributor operation primarily focus on the task of "getting the product to market". Delivery can mean different things to

different distributor environments, however. Some distributors view delivery as just that - nothing more than driving the product from one location to another. In other distributor environments, delivery drivers are expected to provide additional services such as the construction of in-store displays, the putting up of point-of-sale materials, product rotation, product pull-up, and product facing. In some distributor operations, delivery drivers are, in fact, referred to as Customer Service Representatives (CSRs) which conveys the expectation that drivers will, in fact, provide additional services viewed by the customer as having value beyond just the dropping of
15

product

at

the

back

door.

The type and level of services expected by the delivery department will, of course, have direct impacts on issues such as the:

1. type and quality of individual sought for delivery positions; 2. methods used for compensating delivery driver positions; 3. interaction of the delivery driver with other facets of the distributoroperation; 4. productivity measurements expected and produced.

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in years, Coca-Cola India seems to have discovered the consumers who could rescue its dismal sales record. Coca-Cola India totally misjudged rural India, home to two-thirds of the country's 1 billion population, when it re-entered the country a decade ago. Yet as the country side emerges as the fastest-growing source of demand for consumer products, the local arm of the US soft drinks giant seems to have learnt its lesson. "We were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta, Coca-Cola's operations chief. The company's new strategy of smaller bottles, price cuts and advertising that straddles cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also recovering spectacularly. The success of Thumbs Up, whose market share is now roughly equal to that of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks market. Coca-Cola returned to India after being kicked out by the government in the mid-1970s. It paid a high price for the then
16

Market leader, Thumbs Up, and tried to kill it off in the mistaken belief that this would pave the way for Coca-Cola's rise. Extravagance, unoptimistic and naive reading of the market and mismanagement of its new bottling assets led CocaCola to write down Rs.2000 crore of its Indian assets in 2000. The greatest indignity is that India is one of the few markets where Pepsi has outsmarted Coca-Cola. "Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its recovery all the more remarkable." says Mr. C Srinivasan, chairman of business consultant AT Kearney India. Coca-Cola's Indian management, now stable after recent flurry of departures, persuaded the US parent to persist with India, and won $100 m to fix problems such as poor distribution. Its Atlanta headquarters was won over because of India's potential. India's per capita consumption of carbonated drinks is less than hall the level in Pakistan and about 8 percent of China's. Mr. Gupta argued that closing the gap would only come by chasing the rural consumer. "We had to address the 75 percent (that lives in rural areas) and not just the 25 percent (in cities) and that meant using small-pack innovations," says Mr. Gupta. "The only consumer goods companies that make it in India are those that sell micro-sized products at low prices." Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of a conventional sized bottle. To achieve a return on this

"low margin, high volume" strategy. Coca-Cola had to shrink its ballooning costs, while raising output in a market growing at just 8-9 percent per

17

year. Coca-Cola added 30 assembly lines, including five plants; cut costly staff; revamped transport; shrunk.

The re-localization of Coca-Cola :

A glance at the 1999 Annual Report of The Coca-Cola Company leaves you with a strong impression of two words that seem to be very deeply-etched in every statement made by the company - 'Consumer* and 'Localization'. The Chairman Douglas Daft states in his address to shareholders that, " If there's one thing that I've learned in my 30 years at Coca Cola it is - Think locally and act locally." Coca -Cola's localization drive appears to be partly spurred by the adverse impact on the image of the company, due to the various issues that cropped up last year in different parts of the world. Like the product contamination in Belgium and France, the problems with regulators in Europe, the racial discrimination lawsuit in United States. In a recent article in The Financial Times, Mr. Daft talks of how CocaCola whose basic success emanated from its strength of being a 'multi-local' business relying heavily on the insight of local business partners, quite forgot the secret of its success and veered on the path of centralization. He has staled in this article that Coca-Cola wandered off the right path and endured a year of dramatic setback, by ignoring the changing global scenario and continuing to believe that a strategy that was once successful will always yield results. As

he puts it "As the Century was drawing to a close, the world had changed, and we had not. The world was demanding greater flexibility, responsiveness and local sensitivity, while we were further centralizing decision making, standardizing practices and were moving away from our traditional 'multi-local' approach".
18

The company in the 80's and 90's had focused on centralizing its operations for enabling effective management of a vast global enterprise that was being spread over 200 countries. It has now woken up to the fact that the world is changing very fast today and that a localized management that can quickly respond to the challenges and needs of the relevant market will be critical to success, rather than a unified management at the center. And that is precisely what Coca-Cola has set out to do. It appears to be handing out a greater degree of freedom and responsibility to the frontline managers in their respective areas of operations. It has decided to cut jobs and convert itself into a leaner structure. In India too, the complex holding structure has been broken down and converted into a simplified structure. A single holding company Hindustan CocaCola Holdings Pvt. Ltd and one downstream subsidiary - Hindustan Coca-Cola Beverages - formed by the merger of 4 bottling subsidiaries of Coca Cola and that of Schweppes now operate in India. The parent has performed a comprehensive review of its Indian bottling operations and has announced that it will be writing off $400mn worth of assets in India in the first quarter of this year.

The meeting hosted last week by the company to update investors on its business strategies and outlook for the future also sang the same tune of how members of the global Coca-Cola management team are implementing their "Think Local Act Local" philosophy. The company's focus, according to the management, will be to encourage higher consumption of non alcoholic beverages and the Coca-Cola brands in every country. This will be achieved through an intense focus on consumers, communities, customers, the Coca-Cola system and Coca-Cola people. The Consumer focus strategy involves using innovative and tailored marketing programs\ based on local consumer insights to enable the company to keep growing. "We want to ensure that we have a tailored
19

nonalcoholic beverage portfolio in every community that touches consumers in locally relevant ways." states the annual Report of the company. It gives the example of the company's innovative marketing strategy in India, which leveraged on the Diwali Festival and the entrenched family values in the Indian society to connect to the Indian consumer at a personal level. In Mr Daft's words "The 21st Century has taught us one important powerful lesson - that the next big evolutionary step in going global has to be going local".

Marketing Mix and Strategy:

Marketing mix of any organization consists of 4 P's i.e. product, price, place and promotion having its own significance, which varies from one organization to the other. In Coca-Cola the information about all the 4 P's that can be available to me is given here:

PRODUCT:Product mix of Coca-Cola consists of the various brand packs and flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and. even new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced.

PRICE:
Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for the different product of the company, company has priced the product same as that of its major competitor or the market leader.
20

PLACE:
The Coca-Cola Company in India is governed from its corporate office located at Gurgaon in Haryana. It governs the working of five

zones covering whole India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants, which govern the area assigned to them. The areas are the various distribution centers called distributors and C&F agents. Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home, it is more clearly visible through this chart. The Coca-Cola Company, which gave its reach to the mouth of billions of people all around the world having a wide distribution, network. In India, the pace and speed at which Coca-Cola has widened its business is really amazing. Distribution network is the biggest strength of the company.

PROMOTION:
This part of the marketing is playing a very vital and important role in the current situation in India. Looking at the competition and promotion and advertising budget of both the companies coca cola and Pepsi, one can easily estimate the importance of this. The promotion mix of Coca-Cola is divided in to

TOP

LINE

PROMOTION

AND

BELOW

THE

LINE

PROMOTION.

21

Top line promotion includes the promotion designed and done by the company's corporate office of Gurgaon and the office of

Bombay TV ads, design of banners, and other POS done by the company simultaneously all around India with no Difference in designs etc. fall in this category. Below the line promotion includes the promotion schemes, publicity material, POS display done by the company from zonal, plant, sales manager and area sales manager level. . At the sales manager and area sales manager level the promotion done exclusively for the cities in their respective area and other POS display.

COMPETITORS:
Since there is only one major competitor of the Coca Cola i.e. Pepsi. There is some information about the Pepsi Company. Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North America also comprise Pepsi Co`s Tropicana, Gato\rade and Quaker Foods businesses in the United States of America and Canada also. Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the number one brand of bottled water in the United States, Dole single serve juices and some, which offers a wide range of drinks with herbal ingredients. The company also makes and markets North Americas best -selling, ready to drink iced teas and coffees via joint venture with Lipton and Starbucks, respectively.

22

Pepsi Co, Inc. is one of the worlds largest food and beverage companies. The companys principle business includes: Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats Company, creating the worlds fifth largest food and Beverage Company, with 15 brands-each generating more than $1million in annual retail sales. Pepsi Co's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of their people. Soft drink business is built on two pillars - Brands and Distribution. We present below comprehensive conceptual coverage of these and other key marketing concepts 1. 2. 3. 4. 5. .6 Branding Valuation of brands Distribution Advertising and promotions Marketing Market segmentation and positioning

23

1.

BRANDING

What is a brand ?
A brand is name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors' A Trade mark is "a brand or a part of brand that is given legal protection because it is capable of exclusive appropriation." Manufacturers can use their own brands (known as Manufacturers' brands) or brands of their distributors (Distributors' brands).

Why branding?
Manufacturers/ distributors use brand names for a variety of reasons from simple identification purposes to having legal protection for unique features of the products from imitations and help consumers recognize certain quality parameters. In some cases, brands are just used to endow the product with unique story and character which itself can be a basis for product differentiation.

How a brand is created?

Soft drink companies spends enormous sums on building a brand equity by way of - advertisements/publicity - free samples -low entry price - promotions (schemes for dealers, consumers etc)
24

Advertisement and promotion can induce trials but for sustained loyalty, the manufacturer has to offer superior quality and value for money. Most successful brands are founded on a chance discovery of a new product/ process or assiduous research and development work. Major players invest in R&D on their existing brands and improve the product quality continuously to maintain their edge over competitors.

2.

VALUATION OF BRANDS :
Value of a brand is represented by the incremental cash flow resulting from

a product with a brand versus a product without a brand name or with weaker brand name. Brand valuation is a complex process and involves a lot of subjectivity. There are no widely accepted techniques of brand valuation. There are several considerations which cannot be standardized or quantified such as To pre-empt competition from taking over a brand Synergy with the company acquiring existing brands/ businesses Strategic entry into a new product category Prevent damage to existing brands. Many a times stiff competition results in price cutting, aggressive promotions, lower margins for all the competing brands. Confidence in the acquirer of the brand to rejuvenate a languishing brand.

Value of an acquired brand :

In case of an acquired brand, price paid for the brand over and above the value of tangible assets, represents value of the brand. For accounting purposes consideration paid for the brand is typically broken up as follows:
25

Goodwill Trademark and patents Technology and know-how Non compete agreement

3.

DISTRIBUTION :
Marketing or Distribution channel refers to the set of marketing

intermediaries which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer Retailers Manufacturer - Wholesalers Retailers Manufacturer - Stockists - Wholesalers - Retailers.

Why use distribution channelsThere are several benefits for a manufacturer particularly in case of consumer goods to rely on these marketing intermediaries rather than develop one's own distribution network. Efficiency in performing the basic marketing task by these intermediaries who through their experience, specialization, knowledge of local conditions, contacts and scale, offer services. Which manufacturers can scarcely do on their own.
26

Cost advantage most of these intermediaries in India are family owned outfits. Their cost of operations and overheads are substantially lower. Focus: Manufacturers can concentrate on their core activity and optimize return on assets.

RETAILING :
In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families in India is engaged in the business of retailing. Ownership and management are predominantly family controlled. However in sharp contrast to developed countries, unit average size of a retail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relatively undeveloped. There are no large super market chains/ shopping malls. Consumers are unwilling to pay a premium for convenience shopping as their counterparts in the western countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have been fairly popular, Department Stores and Food Stores are slowly gaining popularity. A large number of corporates have recently ventured into retailing. The retail outlet in India can be broadly categorized as follows: - Grocery stores - General purpose stores - Food stores - Pan bidi shops - Chemist/ drug stores - Cold chains
27

The relative share of grocers dropped from over 50% in the early 90's to 35% in the late 90's. Chemist outlets on the other hand, have been expanding their product range to include high margin FMCG products from shampoos to ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.

4.

ADVERTISING AND PROMOTION : Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons, gift offers for consumers and target based incentives and display schemes etc for retailers. Marketers also sponsor charity programmes, sports etc to promote corporate/ brand image.

28

Themes for Coca-Cola Advertising Themes for Coca-Cola Advertising (1886-1999) 1922 1924

Thirst Knows No Season Refresh Yourself 1925 1926

Six Million a Day 1927

It had to be good to get where it is 1929

29

The Pause That Refreshes

Around

the

Corner

from

Everywhere

1935

Friends For Life 1939 1942

Thirst Asks Nothing More The Only Thing Like Coca-Cola is

30

Coca-Cola Itself

1948

1949

Where There's Coke There's Along the Highway to Anywhere Hospitality 1952 1957

What You Want Is a Coke Sign of Good Taste 1958 1959

31

Be Really Refreshed The Cold, Crisp Taste of Coke

1963

1969

It's the Real Thing Things Go Better with Coke 1974 1975

32

Look Up America

Look Up America 1976

Coke Adds Life 1978 1979

Have a Coke and a Smile

33

Coke Adds Life

05.

MARKETING :

Direct marketing :
In direct marketing manufacturers reach the consumers directly. Direct marketing can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new innovative approach to direct marketing viz multilevel marketing is becoming increasingly popular. Also gaining ground slowly is E-tailing i.e. selling products through the internet.

Multilevel marketing model :

Multi level marketing refers to direct marketing through an ever-increasing number of direct distributors. Independent distributors sell products directly to the consumers and appoint new distributors and train them. The distributor earns commission at two levels; one is his/ her own commission and two a proportion of commission earned by other distributors appointed by him/ her. None of these distributors are employees of the company. Distributors are not allowed to sell these products to retailers. The company saves about 25% of realizations by eliminating retail channel, which is shared with distributors. The company insists that the distributors should take prior appointment with the consumer. Personal interaction is not only convenient but adds value as customer get valuable advice on the product and how to use it .This helps in creating awareness and removing misconceptions like cosmetics are harmful for the skin.
34

Direct marketing (multi level approach) in persona care products is extremely popular abroad. In Brazil, about 60% of personal care products are sold through direct marketing. In India, direct marketing has been slowly growing. Word of mouth has a strong impact on purchase decision of a consumer, specially in personal care and cosmetic products. Direct marketing has mainly been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan Lever has also recently launched a new personal product brand Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct marketing has also been extensively used in marketing of household appliances like Vacuum cleaners. However given the widely spread geographical area in India, direct marketing cannot be easily used to build an extensive national reach and is more likely to be used as a supplementary channel.

35

DISTRIBUTION MANAGEMENT
Distribution management is a logistics control process that applies situational understanding from both the operational and logistical common operating pictures in order to dynamically control and synchronize the flow of materiel through the distribution pipelines, including retrograde and lateral distribution. The last part of the definition - retrograde and lateral distribution - is critical to future success and is often overlooked in distribution management schemes. Our ability to move materiel in any direction through the pipelines provides an economy of effort that actually becomes a force multiplier. In this manner, distribution management becomes a key enabler of logistics transformation, by reducing materiel requirements to only those that are needed and by leveraging stockage positioning to reduce the total cost of sustainment. Distribution Management: - When you're operating multiple plants over a largegeographical area, knowing exactly what you have and where it's located can batremendous competitive advantage. Frontier's Distribution Management componentsallow you to access real-time inventory and shipping information across your enterprise, as well as historical audits that can help with planning for the future.

36

RESEARCH METHODOLOGY
Operational SetupThe success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey.

ApproachThe approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. No subjective assessment is involved in this report.

Area of surveyFor performing any survey a sample is selected from the population. All the consumers are chosen from different location of Barilley City.

Planning:
For a successful compilation and best result within a limited time the planning was must. In this way the first step was to design an appropriate data form we can say

37

it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data form which I was used to collect data was designed by my immediate supervisor.

Schedule:
To achieve the desired goal it was necessary to make schedule of tasks which were handed over to us. So keeping in view the original objective, the content of the schedule was prepared. Then I and my group members collected data from the desired field. Since the data form distribution and collection was an official work so it was a time taking process. In the meantime it was our work to keep in touch with our fields.

Sampling Design :
Design is the plan, structure & strategy of investigation conceived so as to attain answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered Barilley City & took data of different areas it was great to visit company like "Coca-Cola", season like "Summer" and product like "Cold Drink", combining all the factors together make the sample design for the project very important for the real extract from the market. According to my
38

judgment and to cover all the major areas the sample was selected. The sample size was 100 consumers.

Statistical Tools:
Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public.

The more important types of diagram which are use in statistical work are:1. Bar Diagram : Mode of diagrammatic representation of data is the bar diagram. In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned. 2. Pie Chart : It is a circle whose area is divided proportionately among the different components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a part of the whole, such a diagram is very helpful in effectively displaying the data. Sample Size Type of Sampling : : 100 Random Sampling.

39

Market Research :
Market research activities encompass studies on:- market characteristics - measurement of market potential and size, - market share analysis, - competitive products, - new products acceptance/ product preference, - sales (region wise, consumer wise etc) analysis, - short/ long term sales forecasting, - advertisement effectiveness - post-shipment data (actual shipment by manufacturers), - retail stores audit (actual sales at sample outlets) - trade feedback and distribution, - brand recall, point of sale material etc. It requires skilled people for data collection as well as analysis. Several large consumer companies have in-house MR department. Most others retain specialized and professional MR agencies. The significance of market research has increased considerably in the recent times as - Size of operations of major players has increased to national and international markets. - Marketing executives are physically away from the market and hence the need for flow of information. - In the environment of increasing competition and multiple products competing for consumers' preference information about the market has tremendous utility.
40

- Information is required for segmenting the market and appropriate pricing and positioning of the products.

Market research approach :

Typically, a market research activity involves the following 5 steps,

Problems definition This forms the basis of research and failure to

identify the problem precisely will result in finding a correct solution for a wrong problem.

Research design: The next step is to set out objectives of research

clearly, determined data collection methods to finalize research instruments and sampling plan.

Field work: After finalization of research design, the actual data

collection begins. It can be done by the agency on its own or through subcontracting to third parties. Data is collected by questionnaires/ direct interviews, telephonic interviews, simple observation etc.

Data analysis: The next step forms the heart of research activity. It
involves extracting meaningful information from the data collected and analyzing the information statistically and also from business perspective. Statistical techniques include simple/ multiple linear programming models, time series, exponential series, regression analysis, simulation, Marko chain process etc.

REPORT PREPARATION:

THE FINAL STEP IS TO PREPARE A

REPORT, PRESENT MAJOR FINDINGS IN A MANNER AMENABLE TO MANAGERIAL DECISION TAKING. THERE MAY BE SOME FOLLOW UP AND REVALIDATION REQUIRED.
41

42

Table- I Prefer to have cold drinks

Response

No of Respondent

Percentage ( %)

Yes No Total

100 00 100

100% 00% 100%

Analytical Interpretation: The given Chart & Table show that all of the respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondents like to take the cold drinks.

43

GRAPH-1 Prefer to have cold drinks

100%

0%

Yes No

44

Table- II Consumption of cold drinks in a day

Response (Time a day) Less than 2 24 More than 4 + Total

No of Respondent 54 35 11 100

Percentage (%) 54% 35% 11% 100%

Analytical Interpretation: The given diagram & table show the frequency of taking cold drinks in a day. It was found that 54% of respondent takes less than 2 cold drink a day, 35% of respondent takes 2 4 cold drinks a day. And 11% of the respondent like to take more than 4 cold drinks in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesnt changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.

45

Graph II Consumption of cold drinks in a day

60 50

54

35 40 30 20 10 0
Less than 2

11

24

More than 4 +

46

Table- III Preference of flavours

Flavour

No of Respondent

Percentage

Cola Citric Lemon Orange Others Total

41 26 21 10 02 100

41% 26% 21% 10% 02% 100%

Analytical Interpretation: The given graph & table show the most popular flavour in cold drinks is Cola. It was found that the 41% respondent likes the Cola Flavoured, 21% of respondent likes the Lamon flavoured, 26% of respondent likes the citric flavour, 10% likes the Orange flavour and only 2% likes the other flavoured.

47

GRAPH-III

Preference of flavours

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

41%

26% 21%

10% 2%

Cola

Citric

Orange

Lemon

Others

48

Table- IV Preference of Brand name

Response

No of Respondent

Percentage (%)

Yes No Cant Say Total

56 39 05 100

56% 39% 05% 100%

Analytical Interpretation: The graph & table clear view regarding the importance given to a brand name while choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of respondent say No and the only 5% of respondent not in a position to say anything.

49

Graph IV Preference of Brand name

5%

39%

Yes 56% No Cant Say

50

Table- V Factors Influences choosing particular Brand

Response

No of Respondent

Percentage (%)

Brand Flavour Advertisement Chilled Total

28 48 06 18 100

28% 48% 06% 18% 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular brand of cold drinks. It was found that 48% of respondent likes the because of flavour, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement.

51

GRAPH-V Factors Influences choosing particular Brand

52

Table- VI Opinion towards Popular Brand

Brands

No of Respondent

Percentage (%)

Coke Pepsi Others Total

58 21 21 100

58% 21% 21% 100%

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the popular brand and the only 21% of respondent say others was a the most popular brand.

53

Graph VI Opinion towards Popular Brand

60% 50% 40% 30% 20% 10% 0% Coke Pepsi Others Series1

54

Table- VII Availability in retailers shop

Response

No of Respondent

Percentage (%)

Cola Citric Fruit flavoured Total

61 30 9 100

61% 30% 9% 100%

Analytical Interpretation:

The given chart table shows that the most available flavour on the respondent retailers shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailers shop.30% of respondent found the citric flavor on their retailers shop. Science cola flavour is a Universal flavour in India, with consumers of all age, sex and preference accepting it whole heartedly.

55

Graph VII Availability in retailers shop

70% 60% 50%

61%

30% 40% 30% 20% 10% 0% Cola Citric Fruit flavoured 9%

56

Table- VIII Availability in College Canteen/Locality/Colony

Brand

No of Respondent

Percentage (%)

Coke Pepsi Others Total

51 47 02 100

51% 47% 02% 100%

Analytical Interpretation:The graph & table gives the information regarding the available the available brand on their college canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands of cold drink highly available while 47% of respondent said that they found Pepsi brand as highly available and only 02% of respondent said that they found other brand like Frooti or others brands highly available. This difference in the response is because of the

consumption of different brands in different segments.

57

Graph VIII Availability in College Canteen/Locality/Colony

2%

Coke 47% 51% Pepsi Others

58

Table-IX Cause of Choosing Brand

Subject Blend Brand Image Availability Advertisement Total

No of Respondent 20 38 26 16 100

Percentage (%) 20% 38% 26% 16% 100%

Analytical Interpretations: The graph & table above say that why the respondent like their favoured brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the choice of a particular brand. It comes with the kind of advertisement brought by the company. Blend over here refers to the taste of the flavour demanded.

59

Graph IX Cause of Choosing Brand

38% 40% 35% 26% 30% 25% 20% 15% 10% 5% 0% Blend Brand Image Availability Advertisement 20% 16%

60

Table-X Most appealing Brand advertisement

Brands Coke Pepsi Total

No of Respondent 52 48 100

Percentage (%) 52% 48% 100%

Analytical Interpretations: The given chart shows that the respondent about the most appealing brand advertisement. It was found that the 52% of respondent says that Coke advertisement is most appealing, 48% of respondent says Pepsi advertisement is most appealing one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public. The advertisement of Coke featuring Amir Khan with a punch line Thanda Matlab.Coca-Cola It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi.

61

Graph X Most appealing Brand advertisement

48% Coke 52% Pepsi

62

Table-XI Most appealing Brand Punch Line

Brand Coke Pepsi Total

No of Respondent 68 32 100

Percentage (%) 68% 32% 100%

Analytical Interpretations:

The chart shows the opinion regarding the most effective punch line in respondent view. It was found that 68% of respondent feel that Coke punch line is most effective, 32% of respondent feels Pepsi Punch line is most effective, Major no. of people thinks that the most effective punch line is pyass hai Badi and yeh dil mange more Thanda Matalab.Coca-Cola and Punch Matlab Chota Coke, Then Ye

63

Table XI Most appealing Brand Punch Line

38% 40% 35% 30% 25% 20% 15% 10% 5% 0% Coke Pepsi Thumps up 32% 30%

64

Table- XII Opinion towards product, which is promoted by celebrity Response Yes No Cant say Total No of Respondent 40 32 28 100 Percentage (%) 40% 32% 28% 100%

Analytical Interpretations: The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement.

65

Graph XII Opinion towards product, which is promoted by celebrity

28% 40% Yes No 32% Cant say

66

Table XIII Opinion towards Pricing Strategy Response Yes No Can`t Say Total No of Respondent 64 22 14 100 Percentage (%) 64% 22% 14% 100%

Analytical Interpretations:

The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent cant say anything. India is a mass market for the consumer product but at the same time it is also a very Price Sensitive Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.

67

Table XIII Opinion towards Pricing Strategy

14%

Yes 22% 64% No Can`t Say

68

FINDINGS AND ANALYSIS

Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail. High investment in research and development in Pepsi compare with Cocacola Coca-cola has a good market share. Segment of coke product to every age group. To satisfy of retail or through schemes SGA, display. Lack of proper distribution in many areas. Lack availability 1 it & 1.5 it product pack. Lack supply of Kinley water in the market. Rising No. of date dealers that will wrong effect in market condition. Retailers are not getting schemes at the time. No distribute enough signage to retailers. Coke is able to capture large mkt. Share. More monopoly counters of coke brand. To improve market mix (Product, price, promotion, place). To increase the sale of Kinley water.

69

CONCLUSION
From this summer training and project titled Comparative Analysis of Coke & Pepsi (with reference to Bareilly region) , I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically. I observed on the basis of survey in Bareilly city that Coca-Cola lay emphasis on merchandising in order to become the No.1 brand in soft drink industry the report was finds out the availability of different flavor and packs. Cola-Cola adopt a good customer relationship management, it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market, Such as Thums-up strong brand of coke which is more popular in young generation. I also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer is influence wrong direction to the market. They are supply product at high margin with low scheme. As we know till now since ill soft drink industry the concept of brand loyalty is not in that shape in which it is in countries.

70

SUGGESTIONS & RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners.

1. SUPPLY
The demand of Thums up & Maaza far exceed the supply especially in case of 200ml and pet bottles. Few shop owners claimed that many a times no supply i s made for 3 days and some times even more. Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first. Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not? All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION Owners confirmed that Company representatives dont come when called repeatedly. The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attained to complaints, if any.

71

LIMITATION OF RESEARCH
1.The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed.

6. Interaction skills as well as the behaviour of the respondents also played as a constraints during the research.

72

QUESTIONNAIRE
1. Name of the Respondent:

2. Address: -

3. Age group: (a) Below 15 (d) 25 35 (b) 15 20 (e) 35 45 (c) 20 25 (f) Above 45

1. Educational Background (a) (b) (c) (d) Matric & Below Intermediate Graduation Post Graduation

2. Do you take cold drink? (a) Yes (b) No

3. If yes how frequently? (Daily) (a) Less than 2 (b) 2 4 (c) More than 4

4. Do you give importance to brand name while choosing your cold drink?
73

(a)

Yes

(b)

No

(c)

Cant Say

5. Which brand you prefer most? (a) Coke (b) Pepsi (c) Both (d)

Others

6. You like the particular brand of cold drink because of? (a) Brand (b) Flavor (c) Advertisement (d)

Chilled

7. Which brand is more available in your retailers shops? (a) Cola (b) Citric (c) Fruit Flavored.

8. Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand (c) Others.

9.

Why do you like your brand? (a) (d) Blend (b) Brand Image (c) Availability

Advertisement

10.

Which brand advertisement appeals you most? (a) Coke (b) Pepsi (c) Others.

11.

You like the product which is promoted by the celebrity?

74

(a)

Yes

(b)

No

(c)

Cant Say

12.

Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say

13.

Any

Suggestion:-

... .......

75

BIBLIOGRAPHY 1. Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003. 2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition. 3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003. 4. Company Profile, Web-Site:www.coca-cola.com

<http://www.coca-cola.com> 5. Merchandising & Route Productivity, www.ask-jeeves.com, www.distributing-company.com. 6. Retailing, Company Souvenirs.

76