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Project Report on

PEPSI COLA
Vs
COCA COLA

A report submitted to Delhi Business School, New Delhi


As a part fulfillment of
MBA + Post graduate programme (Industry Integrated) in
Entrepreneurship and Business
Punjab Technical University
Submitted to: Submitted by:
Director Academics DIWAKAR SINGH
Delhi business school Spring Batch (08-10)
New Delhi
Internal guide:
Ms. Suman Suhag
Delhi Business School
New Delhi
B

11/58, M.C.I.E,
Mathura
road, New Delhi
Website:
www.dbs.edu.in
Comparative Analysis
And Research
Pepsi cola Vs Coca cola

Summer Internship Report

2
ACKNOWLEDGEMENT

Well to say this is my project would be totally untrue. At best this was
my dream. There are people in this world, some of them so wonderful,
that made this dream become a project. I would like to thank all of them,
and in particular:
Especially, MR.Arvind Rathore Franchise manager - who trained us about
products and services of PEPSICO and taught us how to deal with
customer,
All the TDM , CE and Sachin,Umer, Deepti ( Coordinator) whose off
time discussions with me always encouraged and motivated me for the
project, he was the one who helped me in understanding the market in a
better and easier way.
MRS. Suman Suhag (internal faculty guide) and MRS. Sweta seth
(Program director)teacher cum mentor, they helped me right from the
beginning to the end of my project in every aspect,
Mr Shelesh and MRS. Taruna, Placement cell After all without their
support I would have never got a chance to do my project in my dream
topic.
My friends and colleagues Wasim ,Prashant, Sandeep , Laleet,
Pawan,Vinod,Vikas and others that surround me, love me and make life fun
to reduce stress and tiredness.
And lastly, it is only when one writes and realizes the true power of MS
word 2007, from grammar checks to replace-alls. It is simple. And the
power of Windows XP the OS where MS Office is . Thank you Mr. Bill
Gates and Microsoft Corp!
DECLARATION

I Ravindra meghani declare that this project report entitled comparative


analysis of market share Pepsi cola verses coca cola is an original piece of
work done and submitted by me towards partial fulfillment of my post
graduate programme in MBA, under the guidance of Mr. Arvind Rathorer
(FM) Pepsi food private limited.
DATE: SIGNATURE:
PREFACE

Marketing plays vital role in today s business scenario in consumer


product Company, when there is such a high competition in the
market.
The emphasis in the project is providing the study and an insight
into Indian FMCG Business Scenario. The Summer Project is
designed to provide participation of MBA program as on the job
experience. This has given a chance to try and apply the academic
knowledge and gain insight into corporate culture. This helps in
developing decision-making abilities and emphasizes on active
participation by the student.
We gained valuable experience & knowledge during the survey.
The Project consists of our findings after data analysis & then
conclusions were drawn and finally recommendations were put
forward.
Table of the CONTENT

Certificate .. .. ..2
Acknowledgement .. . .. .. 3
Declaration .. .. . . 4
Preface ..5
Table of the content 6
Executive Summary .. .7
1.Introduction ...................................................................

1.1.History of PEPSICO and COCA-COLA .


.....9
1.2.Product of PEPSICO and COCA-COLA.. ..
. 15

1.3. PEPSICO and COCA-COLA IN INDIA .


... . .11
2.
2. Objective ofstudy
19
3.
3.Compare sales and distribution .
21
3.1.Channel type. ..
.. 22
3.2.Distribution service . . ..
23
3.3.Distribution of
visi .......................................................................
.24
3.4.Product
.25
3.5.Market share ..
..26

3.6.Feedback and
Remark 27
4.
Methodology and Analysis of Data
...31
4.1.
Research
Methodology ..
4.2.
Data collection Primary and
Secondary
4.3.
Using ofdata
..
4.4.
Statistical
tools
.
4.5.SWOT
analysis ..
32
4.6.Area wise analysis .
...35

4.7.Companyanalysis .
36
5. Recommendation and suggestions
6. Limitations
BibliographyAnnexure
EXECUTIVE SUMMARY

PepsiCo is the world's premier consumer products company focused onconvenience f


ood and beverages. We seek to produce healthy financialreward to investors as we
provide opportunities for growth andenrichment to our employee
PepsiCo India and its partners have invested more than U.S. $1 billionsince the
company was established in the country. PepsiCo providesdirect and indirect empl
oyment to 150,000 people including suppliersand distributors
The group has built an expansive beverage and foods business. To
support its operations, PepsiCo has 43 bottling plants in India, of which15 are
company owned and 28 are franchisee owned. PepsiCo sbusiness is based on its susta
inability vision of making tomorrow betterthan today. PepsiCo s commitment to livi
ng by this vision every day isvisible in its contribution to the country, consum
ers and farmers.
To deliver on this commitment, PepsiCo India will build on the
incredibly strong foundation of achievement and scale up its initiativeswhile fo
cusing on the following 4 critical areas that have a businesslink and where we b
elieve that we can have the most impact.

Coca-Cola is carbonated soft drinks sold in stores, restaurants and


vending machines internationally. The Coca-Cola Company claims thatthe beverage
is sold in more than 200 countries. The companyproduces concentrate, which is th
en sold to licensed Coca-Cola bottlersthroughout the world. The bottlers, who ho
ld territorially exclusive
contracts with the company, produce finished product in cans and
bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-
Cola to retail stores and vending machines
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INTRODUCTION

HISTORY OF PEPSICO

Pepsi is a soft drinks produced and manufactured by PepsiCo. It is soldin many p


laces such as retail stores, restaurants, schools, cinemas andfrom vending machi
ne. The drink was first made in the 1880s bypharmacist Calab Bradham in New Bern
, North Carolina. The brand wastrademarked on June 16, 1903. There have been man
y Pepsi variantsproduced over the years since 1898.
It was first introduced in North Carolina in 1898 by Caleb Bradham who
made it at his pharmacy which sold the drink which was known backthen as "Brad's
Drink", and was later named Pepsi Cola possibly due
the digestive enzyme pepsin and kola nuts used in the recipe.
Bradham sought to create a fountain drink that was delicious and
would aid in digestion and boost energy.
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore
into a rented warehouse. That year, Bradham sold 7,968 gallons ofsyrup. The next
year, Pepsi was sold in six-ounce bottles, and sales
increased to 19,848 gallons. In 1926, Pepsi received its first logoredesign sinc
e the original design of 1905.
In 1931, the Pepsi-Cola Company went bankrupt during the Great
Depression -in large part due to financial losses incurred byspeculating on wild
ly fluctuating sugar prices as a result of World War-
I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[3]
Eight years later, the company went bankrupt again. Pepsi's assetswere then purc
hased by Charles Guth, the President of Loft Inc. Loft
was a candy manufacturer with retail stores that contained soda
fountains. He sought to replace Coca-Cola at his stores' fountains afterCoke ref
used to give him a discount on syrup. Guth then had Loft's
chemists reformulate the Pepsi-Cola syrup formula.
During the Great Depression, Pepsi gained popularity following theintroduction i
n 1936 of a 12-ounce bottle. Initially priced at 10 cents,
sales were slow, but when the price was slashed to five cents, salesincreased su
bstantially. With a radio advertising campaign featuring
the jingle "Pepsi cola hits the spot / Twelve full ounces, that's a lot /
Twice as much for a nickel, too / Pepsi-Cola is the drink for you,"
arranged in such a way that the jingle never ends.
Pepsi's success under Guth came while the Loft Candy business wasfaltering. Sinc
e he had initially used Loft's finances and facilities toestablish the new Pepsi
success, the near-bankrupt Loft Company suedGuth for possession of the Pepsi-Co
la company.
PEPSICO IN INDIA
PepsiCo entered India in 1989 and has grown to become one ofthe country s leading
food and beverage companies. One of the largestmultinational investors in the co
untry, PepsiCo has established a
10
business which aims to serve the long term dynamic needs of
consumers in India.
PepsiCo India and its partners have invested more than U.S.$1 billionsince the c
ompany was established in the country. PepsiCo providesdirect and indirect emplo
yment to 150,000 people including suppliersand distributors.
PepsiCo nourishes consumers with a range of products from treats tohealthy eats,
that deliver joy as well as nutrition and always, goodtaste. PepsiCo India s expa
nsive portfolio includes iconic refreshmentbeverages Pepsi, 7 UP, Mirinda and Mo
untain Dew, in addition to lowcalorie options such as Diet Pepsi, hydrating and
nutritional beveragessuch as Aquafina drinking water, isotonic sports drinks - G
atorade,
Tropicana100% fruit juices, and juice based drinks Tropicana Nectars,
Tropicana Twister and Slice.
PepsiCo s foods company, Frito-Lay, is the leader in the branded saltysnack market
and all Frito Lay products are free of trans-fat and MSG.
It manufactures Lay s Potato Chips, Cheetos extruded snacks, UncleChipps and tradi
tional snacks under the Kurkure and Lehar brands. Thecompany s high fibre breakfas
t cereal, Quaker Oats, and low fat androasted snack options enhance the healthfu
l choices available toconsumers. Frito Lay s core products, Lay s, Kurkure, Uncle Ch
ipps andCheetos are cooked in Rice Bran Oil to significantly reduce saturatedfat
s and all of its products contain voluntary nutritional labeling ontheir packets
.
The group has built an expansive beverage and foods business. To
support its operations, PepsiCo has 43 bottling plants in India, of which15 are
company owned and 28 are franchisee owned. In addition tothis, PepsiCo s Frito Lay
foods division has 3 state-of-the-art plants.
PepsiCo s business is based on its sustainability vision of makingtomorrow better
than today. PepsiCo s commitment to living by thisvision every day is visible in i
ts contribution to the country, consumersand farmers.
Findings on the basis of history:
11
.
The ad campaign has been Indianised with a lot money being spent on
advertising.
Brand has been kept alive by effective promotional schemes.
.
Coca Cola in the initial years of it s incorporation had spent a lot of money on
advertising. Coke is the longest surviving sponsored of The Olympics. To reach a
t
this position advertising and effective event marketing have played a major role
for Coca Cola.
.
"To be the world's premier consumer Products Company focused on convenience
foods and beverages. We seek to produce healthy financial rewards to investors a
s
we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we
do, we strive for honesty, fairness and integrity."
.
PepsiCo is a world leader in convenience foods and beverages, with 2007
revenues of more than $39 billion and more than 185,000 employees across the
world. Its world renowned brands are available in nearly 200 countries and
territories.
.
PepsiCo entered India in 1989 and has grown to become the country s largest
selling food and beverage companies. One of the largest multinational investors
in
the country, PepsiCo has established a business which aims to serve the long ter
m
dynamic needs of consumers in India.
.
PepsiCo India and its partners have invested more than U.S.$700 million since th
e
company was established in the country in 1989. In India, PepsiCo provides direc
t
employment to 4,000 people and indirect employment to 60,000 people including
suppliers and distributors.
.
PepsiCo India s expansive portfolio includes iconic refreshment beverages Pepsi,
7 UP, Mirinda and Mountain Dew, in addition to low calorie options Diet Pepsi
and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking
water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juic
e
based drinks Tropicana,
Tropicana Twister and Slice. Our
local brands Lehar Everess Soda,
Dukes Lemonade and Mangola
complete our diverse spectrum of
brands.

Pepsi's Slice launches 'Aamsutra'


PepsiCo s popular mango juice drinks brand -Slice - kicked offthe 2009 season with
its new 'Aamsutra' concept. According to
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Homi Battiwalla, business head juice and juice drinks, PepsiCoIndia, Slice had s
een powerful consumer momentum postrelaunch of 2008.
"South Indiais the leading market for mango drinks in thecountry. Andhra Pradesh
is the biggest mango market and alsothe fastest growing market for Slice and ot
her mango drinks inthe country. Tamil Nadu is among the top three states and Sli
ceis the market-leader in Tamil Nadu," he added.
Pepsi has now opted for a new brand ambassador, Katrina Kaif.
"The creative thought behind the new communication was tofurther enhance the Sli
ce experience into dimensions ofpleasure, sensuality and indulgence. Last year's
commercial wasabout enumerating the principles of 'Aamsutra' - the art ofexperi
encing pure mango pleasure -with the new Slice. Thisyear, the commercial portray
s the next level to bring alive themango indulgence," stated Hari Krishnan, vice
president, JWT the
agency responsible for Slice's campaign.
The company has now opted for a 360o multimedia campaignsinvolving digital, prin
t, radio, impact outdoors and sampling incore markets.
.
PepsiCo s snack food company, Frito-Lay, is the leader in thebranded.
.
The group has built an expansive beverage, snack food andexports business and to
support the operations are the group s
38 bottling plants in India, of which 15 are company owned and22 are franchisee
owned. In addition to this, PepsiCo s Frito Lay
snack division has 3 state of the art plants. PepsiCo s business isbased on its su
stainability vision of making tomorrow better than
today. Our commitment to living by this vision every day isvisible in our contri
bution to our country, consumers, farmers
and our people
.
Performance with Purpose articulates PepsiCo India's belief thatits businesses a
re intrinsically connected to the communities and
world that surrounds it. Performance with Purpose meansdelivering superior finan
cial performance at the same time as we
improve the world.
.
To deliver on this commitment, PepsiCo India will build on theincredibly strong
foundation of achievement and scale up its
initiatives while focusing on the
13
.
following 4 critical areas that have a business link and where we
believe that we can have the most impact.
HISTORY OF COCA-COLA

The first Coca-Cola recipe was invented in a drugstore in Columbus,


Geogia by John Pemnerton, originally as a coca wine calledPemnerton s frensh Wine
Cola in 1885. He may have been inspired bythe formidable success of Vin Mariani,
a European coca wine.
In 1886, when Atlanta and Fulton Country passed prohibitionlegislation, Pemberto
n responded by developing Coca-Cola, essentiallya non-alcoholic version of Frenc
h Wine Cola. The first sales were at
Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initiallysold as a
patent medicine for five cents a glass at soda fountains,
which were popular in the United state at the time due to the beliefthat carbona
ted water was good for the health. Pemberton claimedCoca-Cola cured many disease
s, including morphine addiction,
dyspepsia, neurasthenia, headache, and importance. Pemberton ranthe first advert
isement for the beverage on May 29 of the same year inthe Atlanta Journal.
By 1888, three versions of Coca-Cola sold by three separatebusinesses were on the ma
rket. As a Griggs Candler acquired a stakein Pemberton's company in 1887 and inc
orporated it as the Coca-Colain 1888. The same year, while suffering from an ong
oing addiction tomorphine], Pemberton sold the rights a second time to four more
businessmen: J.C.Mayfield, A.O. Murphy, C.O. Mullahy and E.H. Bloodworth. Meanwh
ile, Pemberton's alcoholic [] son Charley Pemnertonbegan selling his own version
of the products.
John Pemberton declared that the name "Coca-Cola" belonged toCharley, but the ot
her two manufacturers could continue to use the
formula. So, in the summer of 1888, Candler sold his beverage underthe names Yum
Yum and Coke. After both failed to catch on, Candler
set out to establish a legal claim to Coca-Cola in late 1888, in order toforce h
is two competitors out of the business. Candler purchasedexclusive right to the
formula from John Pemberton, Margaret Dozierand Woolflk Walker. However, in 1914
, Dozier came forward to claim
her signature on the bill of sale had been forged, and subsequentanalysis has in
dicated John Pemberton's signature was most likely aforgery as well.
14
In 1892 Candler incorporated a second company, The Coca-ColaCompany (the current
corporation), and in 1910 Candler had theearliest records of the company burned
, further obscuring its legalorigins. By the time of its 50th anniversary, the d
rink had reached thestatus of a national icon for the USA. In 1935, it was certi
fied Kosher byRabbi Tobias Geffen, after the company made minor changes in theso
urcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The
first outdoor wall advertisement was painted in the same year as wellin Cartesvi
lle, Georgia. Cans of Coke first appeared in 1955. The firstbottling of Coca-Col
a occurred in Vicksburg, Mississippi, at theBiedenharn Candy Company in 1891. It
s proprietor was Joseph A.
Biedenharn. The original bottles were Biedenharn bottles, verydifferent from the
much later hobble-skirt design that is now sofamiliar. Asa Candler was tentativ
e about bottling the drink, but twoentrepreneurs from Chattanooga, Tennessee, Be
njamin F. Thomas andJoseph B. Whitehead, proposed the idea and were so persuasiv
e thatCandler signed a contract giving them control of the procedure for onlyone
dollar. Candler never collected his dollar, but in 1899 Chattanoogabecame the s
ite of the first Coca-Cola bottling company. The looselytermed contract proved t
o be problematic for the company for decadesto come. Legal matters were not help
ed by the decision of the bottlersto subcontract to other companies, effectively
becoming parentbottlers.
Coke concentrate, or Coke syrup, was and is sold separately atpharmacies in smal
l quantities, as an over-the-counter remedy fornausea or mildly upset stomach.
New Coke
On April 23, 1985, Coca-Cola, amid much publicity, attempted tochange the formul
a of the drink with "New Coke". Follow-up taste testsrevealed that most consumer
s preferred the taste of New Coke to bothCoke and Pepsi, but Coca-Cola managemen
t was unprepared for thepublic's nostalgia for the old drink, leading to a backl
ash. The companygave in to protests and returned to the old formula under the na
meCoca-Cola Classic on July 10, 1985.
21st century
On February 7, 2005, the Coca-Cola Company announced that in thesecond quarter o
f 2005 they planned to launch a Diet Coke productsweetened with the artificial s
weetener sucralose ("Splenda"), the
15
same sweetener currently used in Pepsi One. On March 21, 2005, itannounced anoth
er diet product, "Coca-Cola Zero", sweetened partlywith a blend of aspartame and
acesulfame potassium. Recently Coca-
Cola has begun to sell a new "healthy soda": Diet Coke with vitaminsB6, B12, Mag
nesium, Niacin, and Zinc, marketed as "Diet Coke Plus."
On July 5, 2005, it was revealed that Coca-Cola would resumeoperations in Iraq f
or the first time since the Arab League boycottedthe company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changedback to "Coca-
Cola." The word "Classic" was truncated because "New
Coke" was no longer in production, eliminating the need todifferentiate between
the two. The formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on thelabels of 1
6-ounce bottles sold in parts of the southeastern UnitedState. The change is par
t of a larger strategy to rejuvenate theproduct's image.
PRODUCT S PROFILE
Product Category: Carbonated Soft Drinks
Brand Name: PEPSI-COLA AND COCA-COLA
Type: Bottle and Cans
Size: 200ml, 300ml, 500ml, 1ltr, 2ltr
Information:
Ingredients Information
Nutrition Information
Ingredients Information: carbonated water, high fructose corn syrup, caramel col
or,
sugar, phosphoric acid, caffeine, citric acid, natural flavors
PRODUCT

PRODUCT OF PEPSCO PRODUCT OF


COCA-COLA
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1.
PEPSI 1. COKE
2.
MIRINDA 2. THUMSUP
3.
MIRINDA LEMON 3. SPRITE
4.
MOUNTAIN DEW 4. LIMCA
5. NIMBOOZ
5. FENTA
6.
SLICE 6. MAZZA
7.
7 UP 7. KINLEY
8. AQUAFINA
DELHI MARKET

PepsiCo is a soft drink produced and manufactured byPepsiCo. It is sold in many


places such as retail stores, restaurants,
schools, cinemas and from vending machines. PepsiCo is working withone head quar
ter and three territories. PepsiCo is working with morethan one lake people thos
e are joint directly and indirectly with thecompany. There are 56 distributors a
nd 33 root agents always connectwith the company and joint each and every corner
of Delhi with thecompany. Every year more than ten lake people take the test of
PepsiCo.
Hierarchy of Pepsi and Coke
General Manager (GM)

17
Franchisee Manager (FM)

Territory Development Manager (TDM)

Area Development Manager (ADM)

Customer Executive (CE)

MARKET OF PEPSI
Delhi is a metro city and it is the capital of India. In Delhi
there are more than one lake soft drink outlets. PepsiCo cover all
the outlets through their distribution channel for supply.. In PepsiCo
all the management work done by Gurgoan office and all the Delhi
is divide into three major area jai drinks private limited(JDPL) , Pearl
drinks limited(PDL) and Trasent Yamuna (TY) for the distribution of
PepsiCo.
PEPSICO IN DELHI

PEARL DRINKS
LIMITED

TRASENT
YAMUNA

JAI DRINKS PRIVATE


LIMITED

18
DISTRIBUTOR OF THE
DIRECT SUPPLY OR
AREA
ROOT AGENT
MARKET OF COCA-COLA
Delhi is a metro city and it is the capital of India. In Delhi there aremore tha
n one lake soft drink outlets. Coca-Cola cover all the
outlets through their distribution channel for supply.. In Coca-Colaall the mana
gement work done by Gurgoan office and all the Delhi
is divide into three major area Hindustan drinks privatelimited(HDPL) , City dri
nks limited(CDL) and Varun drinks private
Ltd. (VDPL) for the distribution of Cola-Cola
COCA-COLA IN
DELHI

19
HINDUSTAN DRINKS
PRIVATE LIMITED

CITY DRINKS
LIMITED

VARUN DRINKS
LIMITED

DISTRIBUTOR OF THE
AREA

DIRECT SUPPLY OR
ROOT AGENT

20
OBJECTIVE
OF

21
THE STUDY

OBJECTIVE OF THE STUDY

The main objective of the study of PepsiCo and Coca-Cola is to find themarket sh
are , identification gap between sales and distribution,
satisfaction level of customer, services provided by the company ,
span of control through hierarchy level, distribution channel, howcompany covere
d the market, stock supply by the company, increasingmarket share, sustain and m
aintain quality, product and services.
Statement of research objectives start when problems are identified.
There are some problems being identified such as brand awareness,
quality awareness, factors influence the choice of customer, brandadvertisements
and more.
22
PEPSICO
Type Cola
Manufacturer PepsiCo.
Country of origin
United States
Introduced
1898 (as Brad's Drink)
June 16, 1903 (as
Pepsi-Cola)
1961 (as Pepsi)
Related products
Coca-Cola
RC-Cola
City-Cola
Webside http://pepsi.com
coca-cola

Coca-Cola
Type Cola
Manufactur The Coca-Cola Company
er
Country of United States
origin
Related PepsiCo
products RC-Cola
City-Cola
Webside http:cocacola.cpm
23
Comparison
Between
Sales and distribution

COMPARE SALES AND DISTRIBUTION

AREA COVERED Tugalakabad EXT (JDPL)-416


Ram Nagar (TY) 112
Naveen Shahadra(TY) 144
Najafgarh (PDL) 707
24
CHANNEL TYPE
In the channel type we find which type of shop is there like grocery shop,
eatery shop, convenience
Grocery 450
Eatery 86
Convenience 785
25
Distribution Services
In the distribution services we find, the shop keeper how get the PepsiCo
and coke. Like direct supply by the company, by the wholesaler, by the
distributor, by the presale order.
1. Direct service-476
2. Distributor-214
3. Presale-786
4. Wholesaler-557
26
Distribution of visi (Freeze)
1. Visi of Pepsi
2. Visi of coke
3. Own freeze
27
Demand of product of pepsi

In the PepsiCo, There are eight product in the Brewage industry in Delhi.
Like Pepsi, Mirinda, 7up,
Mirinda Lemon, Mountain Dew, Nimbooz, Slice, Aquafina

28
DEMAND OF PRODUCT OF COCA-COLA

In the Coca-Cola, There are seven product is going on in the market in the
brewage industry. Like coke, Thumps-up, Sprite, Limca, Maaza, Fenta,
kinley Water.
29
OVERALL MARKET SHARE OF PEPSI AND
COKE
Overall market share of PepsiCo and Coca-Cola in Delhi.
PepsiCo 57%
Coca-cola 43%

30
LEVEL OF SATISFACTION

I have survey of more than 1500 outlets in Delhi. I found that level of
satisfaction of customer and need of customer. Which services they wants ,
which product they like, which schemes they preferred , those who are not
interested in Pepsico and or coca cola, pepsi monopoly market and coke
monopoly market, whose who are ready to sell the soft drinks but they do
not get it, those who are satisfied customer etc.
31
PEPSI COKE
MARKET SHARE 57% 43%
32
SATISFIED 42% 58%
SERVICE PROBLEM 35% 65%
SCHEME PROBLEM 38% 62%
VISI PROBLEM 58% 42%
SUPPLY PROBEM 71% 29%
MONOPOLY MARKET 55% 45%
DEMAND OF PRODUCT 59% 41%
PRODUCT QUALITY 45% 55%
WHOLESALER MARKET 80% 20%
Methodology
33
And
Analysis

METHODOLOGY AND ANALYSIS OF

REASEARCH METHODOLOGY
Research methodology is a way to systematically solve the researchproblems. It m
ay be understood as a science of studying how researchis done scientifically. We
study the various steps that are generallyadopted by a researcher in studying h
is research problem along withthe logic behind them. It is necessary for the res
earcher to know notonly need to know how to develop certain indices or tests, ho
w tocalculate the mean, the mode, the median, standard deviation and chi
square, how to apply the particular research techniques, are relevantand which a
re not and what would they mean and indicate and why?
Researchers also need to understand the assumptions underlyingvarious techniques
and they need to know the criteria by which theycan decide that certain techniq
ues and procedures will be applicableto certain problems and others will not.
What type of research design was used?
Exploratory Research Design
Why was this type of design used?
Exploratory research is a type of research conducted because aproblem has not be
en clearly defined. Exploratory research helpsdetermine the best research design
, data collection method andselection of subjects. Given its fundamental nature,
exploratory
34
research often concludes that a perceived problem does not actuallyexist.
Exploratory research often relies on secondary research such asreviewing availab
le literature and/or data, or qualitative approachessuch as informal discussions
with consumers, employees, managementor competitors, and more formal approaches
through in-depthinterviews, focus groups, projective methods, case studies or p
ilotstudies. The Internet allows for research methods that are more
interactive in nature: E.g., RSS feeds efficiently supply researchers withup-to-
date information; major search engine search results may besent by email to rese
archers by services such as Google Alerts;
comprehensive search results are tracked over lengthy periods of timeby services
such as Google Trends; and Web sites may be created toattract worldwide feedbac
k on any subject.
The results of exploratory research are not usually useful for decision-
making by themselves, but they can provide significant insight into agiven situa
tion. Although the results of qualitative research can givesome indication as to
the "why", "how" and "when" something occurs,
it cannot tell us "how often" or "how many."Exploratory research is nottypically
generalizable to the population at large.
What data collection methods were used?
Primary DataSecondary DataSurvey
Primary Data Collection Methods:
In primary data collection, you collect the data yourself using methodssuch as i
nterviews and questionnaires. The key point here is that thedata you collect is
unique to you and your research and, until youpublish, no one else has access to
it.
There are many methods of collecting primary data and the mainmethods include:
Questionnaires
Interviews
Focus group interviews

Secondary Data Collection Methods:


All methods of data collection can supply quantitative data (numbers,
statistics or financial) or qualitative data (usually words or text).
35
Quantitative data may often be presented in tabular or graphical form.
Secondary data is data that has already been collected by someoneelse for a diff
erent purpose to yours.
Survey:
surveys are used to collect quantitative information about items in apopulation.
Surveys of human populations and institutions are commonin political polling an
d government, health, social science andmarketing research. A survey may focus o
n opinions or factualinformation depending on its purpose, and many surveys invo
lveadministering questions to individuals. When the questions areadministered by
a researcher, the survey is called a structuredinterview or a researcher-admini
stered survey. When the questions areadministered by the respondent, the survey
is referred to as aquestionnaire or a self-administered survey.
What Data Collection Devices were Used?
In primary data:
Questionnaire (Mixed)
Close ended
Personal Interview
In Secondary Data:
Search Engines
Wikipedia & Encyclopedia
Google
WWW.pepsiindia.com
WWW.cokeindia.com
I am using primary data for data processing and analysis. I havesurveyed in many
areas of Delhi. Like Tugalakabad extension,
Najafgarh, Shahadra for finding market share of PepsiCo and coca-cola,
supply system, hierarchy level, span of control, maintain quality andquantity, m
arket demand, feedback etc.
I am using some statistical tool and techniques for dataprocessing and analyzing
like mean, correlation, regression, timeseries, index number , sampling and sam
pling distribution, estimation,
hypothesis testing and other testing etc, on collected primary data andmarket sh
are of PepsiCo and Coca-Cola.
Market share of PEPSICO AND COCA-COLA
36
YEAR MARKET SHARE OF
PCI
MARKET SHARE OF
CCI
2000 43% 57%
2001 47% 53%
2002 44% 46%
2003 42% 58%
2004 48% 52%
2005 51% 49%
2006 58% 42%
2007 55% 45%
2008 57% 43%
2009 58% 42%
Total market share of pepsico 503
Total market share of Coca-Cola 497
Mean value of pci =sum of PepsiCo/ number of year=sum of PepsiCo= 503
=number of year 10=503/10=50.3
Mean value of cci = sum of coke/ number of year= num of coke=497
= number of yar=10=497/10=49.7
Correlation coefficient
Year Production
of
Pepsico(incr.)
Market
share of
pepsico
Production
of
Coca cola(incr.)
Market
share of
Coca cola
2000 100 43% 115 57%
2001 102 47% 112 53%
2002 104 44% 113 46%
2003 107 42% 111 58%
2004 105 48% 112 52%
2005 112 51% 112 49%
2006 103 58% 119 42%
2007 99 55% 126 45%
37
2008 96 57% 123 43%
2009 95 58% 121 42%

SWOT ANALYSIS OF PEPSICO

STRENGHT WEAKNESS
.
BIG BRAND NAME IN INDIA
.
OUTSTANDING REPOTATION
.
BRODER PRODUCT LINE
.
SPAN OF CONTROL HIERARCHY
.
GOOD SCHEMES
.
INCREASING MARKET SHARE
.
60% MARKET COVERED IN
INDIA
.
STRONG DISTRIBUTION OF
CHANNEL
.
GOOD ADVERTISENT
.
SUPPLY IS WEAK IN TY AREA
.
NO ONE IS RESPONSIBLE FOR
SCHEMES
.
COMMUNICATION GAP
BETWEEN DISTRIBUTOR AND
RETAILOR
.
LEAKAGE PROBLEM
.
DISTRIBUTOR DOES NOT WORK
PROPERLY IN SEASON
.
STOCK SHORTAGE PROBLEM IN
SEASON
.
SUPPLY OF NIMBOOZ IS
.
ADVERTISEMENT
.
BIG MARKET SHARE GAP B/W
PEPSI AND COKE IN
INTERNATIONAL MARKET
38
OPPORTUNITY THREAT
SWOT ANALYSIS OF PEPSICO
OPPORTUNITY THREAT
SWOT ANALYSIS OF PEPSICO
.
NIMBOOZ IS A GOOD OPTION
FOR LIMCA
.
OFFICIAL SPONCERSHIP FOR
COMMON WEALTH GAMES AND
ICC WORLD CUP-2011, OLYMPIC
GAMES-2011
.
EXPEND THE MARKET IN TY
AREA
.
ATTRACTIVE SCHEMES
.
NUMBER OF RETAIL COMPANIES
ARE COMING IN INDIA LIKE
WOLL-MART
.
INCREASE NUMBER OF
DISTRIBUTORS
.
INCREASE NUMBER OF VISI AND
CREAT PEPSI MONOPOLY
MARKET
.
COMPETITOR (COCA-COLA, RC,
CITY)
.
LIMCA
.
WHOLESALER
.
CONSISTENT IN TEST
.
CHANGE DEMAND
SWOT ANALYSIS OF COCA-COLA

STRENGTH WEAKNESS
39
.
BIG BRAND NAME IN INDIA AND
ABROAD
.
OUTSTANDING REPOTATION
.
BRODER PRODUCT LINE
.
SPAN OF CONTROL HIERARCHY
.
GOOD SCHEMES
.
INCREASING MARKET SHARE
.
45% MARKET COVERED IN
INDIA AND 60% MARKET IN
ABORAD
.
STRONG DISTRIBUTION OF
CHANNEL
.
GOOD ADVERTISEment
.
SUPPLY IS WEAK IN HDL AREA
.
SCHEMES IS A BIG ISSUE
.
COMMUNICATION GAP BETWEEN
DISTRIBUTOR AND RETAILOR
.
PURIFICATION PROBLEM
.
DISTRIBUTOR DOES NOT WORK
PROPERLY IN SEASON
.
STOCK SHORTAGE PROBLEM IN
SEASON
.
SUPPLY OF LIMCA IS
.
ADVERTISEMENT
.
BIG MARKET SHARE GAP B/W
PEPSI AND COKE IN
INTERNATIONAL MARKET
SWOT ANALYSIS OF COCA-COLA

OPPORTUNITY THREAT
.
LIMCA IS A GOOD OPTION FOR .
COMPETITOR (PEPSICO, RC,
PEPSI CITY)
.
OFFICIAL SPONCERSHIP FOR .
NIMBOOZ
COMMON WEALTH GAMES AND .
WHOLESALER
ICC WORLD CUP-2011, OLYMPIC .
CONSISTENT IN TEST
GAMES-2011 .
CHANGE DEMAND
40
.
EXPEND THE MARKET IN ALL
AREA
.
ATTRACTIVE SCHEMES
.
NUMBER OF RETAIL COMPANIES
ARE COMING IN INDIA LIKE
WOLL-MART
.
INCREASE NUMBER OF
DISTRIBUTORS
.
INCREASE NUMBER OF VISI AND
CREAT COKE MONOPOLY
MARKET
Area wise
Analysis

41
ANALYSIS OF TUGALAKABAD EXT.

.
GOOD MARKET SHARE OF PEPSI
. OVERALL MARKET SHARE OF PEPSI IS 63%
. ALL THE MARKET CAPTURED BY WHOLESALER
. WHOLESALSER CHANGE LOW PRICES AS COMPARE TO
DISTRIBUTOR THAT S WHY DEMAND IS HIGH OF PEPSI
. DISTRIBUTOR AND CE PROBLEM IN PEPSI AND COKE
. 13 VISI OF PEPSI AND 7 VISI OF COKE IN 300 OUTLETS
. NO SUPPLY BY DISTRIBUTOR PEPSI AND COKE
.
DUPLICACY OF PEPSI
.
LARGE MARKET AND DEMAND IS HIGH
.
SUPPLY IS THE MAJOR PROBLEM
.
SCHEME ISSUE
.
REPOTATION IS NOT GOOD
.
ROOT AGENT IS NOT WOKING PROPERLY
.
IT MAY BE A GOOD OPPORTUNITY FOR BOTH PEPSI AS WELL AS
COKE
.
83% SHOPKEEPERS IS NOT SATISFIED WITH SERVICE OF BOTH
PRODUCT
.
65% SHOPKEEPERS IS FACING SCHEMES PROBLEM
.
DEMAND IS HIGH OF PEPSI , MIRINDA AND LIMCA.
.
EXPIRY STORE IS AVAILABLE IN THIS MARKET OF PEPSI
.
DIFFERENT TEST IN SAME PRODUCT
.
CONSISTENCY PROBLEM
.
DEMAND IS HIGH OF NIMBOOZ BUT THERE IS NO SUPPLY
ANALYSIS OF NAJAFGARH

.
GOOD MARKET IN MY SERVEY FOR PEPSI

42
.
OVERALL MARKET SHARE 68% OF PEPSI AND 32% OF COKE
.
80% RETAILOR IS SATISFIED FROM PEPSI
. 12% RETAILOR IS SATISFIED FROM COKE
. 11% PEPSI MONOLOPY AND 2% COKE MONOPOLY MARKET
. ALL THE MARKET IS COVERED BY DISTRIBUTOR IN PEPSI AND
COKE
.
DEMAND IS HIGH FOR THE PEPSI, MIRINDA AND LIMCA
. 21% AVAILABILITY IF VISI OF PEPSI AND 9% AVAILABILITY OF VISI
OF COKE IN THE MARKET
. GOOD RELATIOAN BETWEEN CE DISTRIBUTOR AND RETAILOR
IN PEPSI BUT NOT IN COKE
. REQUIRED ADVERTISEMENT
. SCHEMES ISSUE
.
SERVICE IS MAJOR PROBLEM WITH COKE
.
DISTRIBUTOR AND CE IS NOT WORKING PROPERLY IN COKE
.
GOOD REPOTATAON OF PEPSI IN THIS MARKET
.
SUPPLY IS TOO GOOD IN PEPSI
.
DEMAND FOR NIMBOOZ AND LIMCA IS HIGH BUT SUPPLY IS NOT
THERE PROPERLY
.
IT IS A VERY LARGE MARKET ,THERE ARE MORE THAN 1000
SHOPS,
ANALYSIS OF ROHATASH NAGAR,
RAM NAGAR, JAGATPURI
.
GOOD MARKET CONDITION, DEMAND IS ALWAYS THERE BUT SUPPLY IS
NOT ACCORDING TO DEMAND IN BOTH PEPSI AND COKE.
.
BED CONDITION IN THE MARKET FOR PEPSI AND GOOD CONDITION
FOR COKE
.
OVERALL MARKET SHARE 72% FOR COKE AND 28% PEPSI
.
50% COKE MONOPOLY MARKET AND 8% PEPSI MONOPOLY
. MAJOR COMMUNICATION GAP DISTRIBUTOR AND
RETAILOR
.
87% RETAILOR FACED THE PROBLEM WITH SUPPLY IN PEPSI AND
34% IN COKE
. 8% AVAILABILITY OF VISI IN PEPSI AND 21% IN COKE
43
. SCHEMES PROBLEM
. SUPPLY AND STOCK PROBLEM IN PEPSI
. 85% MARKET IS COVERD BY THE WHOLESALER IN PEPSI AND
COKE AND 52% MARKET IS COVERED BY THE DISTRIBUTOR IN
COKE
. LECKAGE PROBLEM IN PEPSI
. MARKET IS NOT VISITED BY THE CE AND DISTRIBUTOR IN PEPSI
.
GOOD REPOTATION IN THE MARKET FOR COKE
.
45% SHOPKEEPER IS SATISFIED WITH COKE AND 12% SATISFIED
WITH PEPSI
Suggestions
And
Recommendations

44
Suggestions AND RECOMMENDATIONS

CONCLUSION
.
After surveying the 150 respondents If we compare the data
Pepsi has an edge over coke.
Pepsi has less market share due to its sweeter taste than otherbeverages brand a
nd most of the people are in favor of strong
taste.
.
General stores sell more soft drink rather than other stores.
.
300 ml is a more consumable size by the consumer compare to
other sizes.
.
People really are more health conscious still they believe softdrinks contains p
esticides.
.
Elders in family prefer less strong drinks like mazza, slice and
fruity.
.
Soft drinks become trends among friends.
.
The advertisement of pepsi is good which influence the

purchasing behavior of consumers.


.
T.V. has more impact to get update people about the pepsi andbrands.
RECOMMENDATIONS
.
PEPSI, the choice of youth is not providing the first choice ofyoung generation.
Youth want something strong in cold drinks &
45
thus prefers strong taste. Pepsi should come out with some extrastrong taste to
catch up maximum young generation & tobecome exactly Generation Next drink.
.
The distribution Channel should be focused on General Stores
because most of the people purchase soft drinks from general
stores.
.
The company should update the people about pesticides time totime because most o
f the people still afraid of pesticides.
.
Most of the elders in the family take soft drinks but not pepsithey considered m
ore orange and less strong taste companyshould come up with new taste keeping el
ders in its mind toincrease sale and market share.
.
People are confused about the role of Pepsi in health companyshould clear the so
ft drink role whether it is beneficial for health
or not.
.
Pepsi co should improved its advertisement quality, it should berealistic not im
aginary.
.
People get updated by T.V. Pepsi co should increase the updating
by publicity as well as by Hoardings
.
Consistency ( Pepsi blue, nimbooz, coke diet )
.
Increase number of distributors
.
Interchange staff in the market
.
Emotional advertisement
.
Number of visi
.
Services of visi
.
Demand effectiveness improper
.
Retailer depend on supplier
.
Create monopoly market with the help of visi
.
Schemes attract to retailer (my can)
.
Participation in Olympic games, common
.
Wealth games, ICC world cup

LIMITATIONS
.
Findings are based on the views expressed by the consumers. So
it may suffer from biased prejudices.
.
Weather conditions were not favorable.
.
Some of the respondents were not co-operative & many seem to
be having no interest.
.
The study has not been intended on a very large scale, have thepossibility of er
rors, which cannot be ruled out.
46
.
Time limitations.
.
Area was specified.
.
I had lack of knowledge about the product of the local market.
.
The sample size was very short for this kind of marketing survey
.
Money Limitation was over there.

BIBLIOGRAPHY

WEBSITES:
www.pepsi.comwww.pepsicoindia,comwww.cocacola.com
www.cocacolaindia.com
www.wikipedia.comwww.encyclopedia.com
BOOKS:
Research Methodology- C.R.KothariMarketing Research- B. S. BediPrinciples of Mar
keting- P. Kotler & Armstrong
47
Annexure

PEPSI FOOD PVT. LTD.


SURVEY REPORT
NAME : ..
48
OUTLET POSITION = .
TEL NO. : PIN NO. : .
CHANNEL TYPE: GROCERY

, CONVENIENCE
, EATERY
PCI SERVICE DIRECT

, PRESALE

, DISTRIBUTOR

, WHOLESELLE
CCX SERVICE DIRECT
, PRESALE
, DISTRIBUTOR
, WHOLESELLE
VISI PCI- 200

, 220
, 300
, 320
, OTHER
VISI CCX- 200
, 220
, 300
, 320
, OTHER
PCI SERVICE VEHICLE = RIKSHA

, TEMPO
, 407
, CANTOR
CCX SERVICE VEHICLE = RIKSHA , TEMPO
, 407
, CANTOR
PCI WEEKLY SERVICE= ..
CCX WEEKLY SERVICE= ..
DEALER BOARD PCI = YES

, NO
DEALER BOARD CCX = YES
, NO
DISCOUNT PCI = ..
DISCOUNT CCX = ..

PRODUCT PE
PSI
MIR
INDA
7 UP M.
DEW
MIRIND
LEMON
NIM
BOOZ
SLICE SODA AQUA
FINA
COLD ST.
WARM ST
PRO
DUCT
COKE THUMPS
UP
SPRITE LIMCA FANTA MAZA KIN.
SIDA
KIN.
WTR
COLD
WARM
AVG MONTHLY VOL OF PCI = ..
AVG MONTHLY VOL OF CCX = ..
MARKET SHARE OF PCI = .
MARKET SHARE OF CCX = .
REMARK= SATISFIED

, CLOSED PAR.
, NOT FOUND
, SCHEME
ISSUE
SERVICE ISSUE

, READY TO BUY
REMARK 2:-
49

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