CERTIFICATE

This is to certify that Manish Kumar (roll no : 1273250) has completed MBA project titled
To identify market share and customer perception for coca-cola & Pepsi

in

Chandigrah.To the best of my knowledge, the present work is the result of his original
investigtion and study.No part of the project has ever been submitted for any other degree or
diploma at any university.

The project is fit for the submission and the partial fulfillment of the condition for
the award of MBA.

Ms. Yeshujaiswal
Sr. Lecturer, dept of mgmt
Dr IT Group, Banur.

[1]

DECLARATION

I hereby declare that the project entitled To identify market share and customer
perception for coca-cola & Pepsi submitted for the MBA degree is entirely my original
work and all ideas and refrences have been duly acknowledged.It does not contain my work
for the award of any degree or diploma at any university.

Manish Kumar
Roll. No 1273250
MBA
Dr IT Group, Banur.

[2]

ACKNOWLEDGEMENT
I take immense pleasure in thanking Prof. P.P. Arya,Managing Director,

for having

permitted us to carry out this project work.

Again I wish to express our deep sense of gratitude to my project Guide, Ms Yeshujaiswal ,
Sr lecturer , Dr IT Group for her able guidance and useful suggestions, which helped me in
completing the project work, in time.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents
for their blessings, my friends/classmates for their help and wishes for the successful
completion of this project.

Manish kumar

[3]

Contents
Chapter Contents
1
Introduction to project
Introduction to company
1. Introduction of coke.

Page no.
7.
8.
9.

2.Introduction of pepsi .
3.need of studay.
4.History of coke.

10.
12.

5.company profile.

13-20

6.Orgnigation of chart

15.

Chapter Industry Profile

2
1.soft drinks of india
2.pricing policy for india market

21-34
25.
26.

Chapter Research methodology

3
.1 objectives
.2 research design
.3 review of literatutre
.4 sampling plan
.5 sample Size
.6 data collection method
.7 Statistical tools
8.Maret share
Chapter 1.Analysis and Interpretation
4
6
2.Finding
3.Suggestion
3.Conclusion
4.Bibliography
5.Questionaire

35
37.

39-41
42-59
61.
62..
63.
64.
65-66.

[4]

List of tables and graphs

Table and graph Heading

Page

no

no

Gender and age wise cross tabulation

43.

Gender and occupation wise cross tabulation

44.

Which flavor do like most

45.

Do you give importance brand name while choosing your cold 46.
drinks

Which brand you prefer most

47.

In your opinion which brand of cold drinks most demand

48.

Which brand is more available in your shops

49.

In your opinion which soft drinks is better taste

50.

51.

10

In cola flavor
In citrict flavored

11

In orange flavor

53.

12

In mango flavored

54.

13

Why do you like your brand

55.

14

Which brand advertisement appeals you most

56.

15

Most effective punch line in your opinion

57.

16

Do you think that pricing strategy adopted by the cola

58.

17

Which company have better servicess provide

59.

52.

[5]

CHAPTER- 1
INTRODUCTION

[6]

Introduction of project

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share
in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33
per cent share in the packaged water segment.

In 2013, Coca-Cola sold 7 billion packs of its brands to more than 230 million
consumers across 5,700 towns and 275,000 villages. The company has doubled its
volumes and trebled its profits between 2007 and2013coca-Cola continues to reaffirm its commitment to India through active Citizenship Efforts. All its plants in
India partner with local NGOs to alleviate local community issues in numerous small
ways. It boasts of impeccable credentials on quality. 1. There is a tough competition
between two major soft drink companies namely the coca cola company and the
PepsiCo.

2. Coke provides better promotional schemes and services as compared to Pepsi.

3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89
only.

4. Campaigning schemes are better of coca cola as compared to Pepsi..

5. Coca cola does provide the entire flavor in the market but Pepsi does not provide
all the flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.

6. Delivery van of coca cola is in better condition as compared to PepsiCo.

7. Coca cola provides the product range of 11 while PepsiCo provides 9 of them

[7]

INTRODUCTION OF COKE
Beverage industry is one of the fast growing industries in India. It can be divided
into two section that is carbonated and non carbonated the carbonated drink that can be
further classified into cola, lemon orange, mango and apple Segments. Marketing includes all
the activities like- promotion, distribution, advertising etc.
To fulfill all the segments of consumer marketing is also to convert social needs into
profitable opportunities. So this topic provides all the essentials to the theoretical
knowledge with practical knowledge and to inculcate the efficiency. It is also
requirement of the company to improve their service and product quality for
achieving their ultimate goal. 1882 in Coca-cola company established in Atlanta.
-1950 in Coca-cola started the operation in India.
- 1977 in Coca-cola closed the operation in India.
-1991 in Coca-cola came back in India Britco Foods Company.
-1992 in Coca-cola opened its first bottling plant in pune.
- 1993 in First time coke introduces coca-cola in Agra .In 2013, Coca-Cola sold 7
billion packs of its brands to more than 230 million consumers across 5,700 towns
and 275,000 villages. The company has doubled its volumes and trebled its profits
between 2007 and2013coca-Cola continues to re-affirm its commitment to India
through active Citizenship Efforts. All its plants in India partner with local NGOs to
alleviate local community issues in numerous small ways. It boasts of impeccable
credentials on quality. 1. There is a tough competition between two major soft drink
companies namely the coca cola company and the PepsiCo.
2. Coke provides better promotional schemes and services as compared to Pepsi.
3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89
only. 4. Campaigning schemes are better of coca cola as compared to Pepsi 5. Coca
cola does provide the entire flavor in the market but Pepsi does not provide all the
flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.

[8]

INTRODUCTION OF PEPSI

1893--Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins
experimenting with many different soft drink concoctions; patrons and friends sample
them at his drugstore soda fountain.

1898--One of Caleb's formulations, known as "Brad's Drink," a combination of

carbonated water, sugar, rare oils and cola nuts, is renamed "Pepsi-Cola" on August
28, 1898. Pepsi-Cola receives its frist logo.

1902-- Bradham applies for a trademark with the U.S. Patent Office, Washington
D.C.,

and

forms

the

first

Pepsi-Cola

Company.

1905--Pepsi-Cola's first bottling franchises are established in Charlotte and Durham,

North Carolina. Pepsi receives its new logo, its first change since 1898.

1934--A landmark year for Pepsi-Cola. The drink is a hit and to attract even more
sales, the company begins selling its 12-ounce drink for five cents (the same cost as
six ounces of competitive colas).

1941--The New York Stock Exchange trades Pepsi's stock for the first time.
In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue.

[9]

Needs of Study:-

The study is limited to eastern region of coca cola which is a multinational company, so the
area plays as a constrains in the study.
The time period allotted was of two month, which may provide at deceptive picture in
comparison of the study based on long run. The study was based on both primary and
secondary data but the relevance of the secondary data may not be justified.
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 provide
the data required by filling up the questionnaire
-

Accuracy of data collected solely depends upon the cooperation and truthfulness of
the person who is being interviewed.

How did the product get accessible to every retailer?

Which model is effective to deliver the product to the potential retailers?

Did the potential retailer feel that the brand is important to purchase.

Which attribute of our series that make to potential buyer to prefer the particular
product?

How the supply chains influence the market?

[10]

Scope of Study:
-The study helps to evaluate merchandising and the productivity activities of soft drinks.
-The study finds out which way of supply chain is required to get new customer in entire
banur, near, Chandigarh.
-to study find out the perception of retailers towards the new product of coca cola .
-This study also helpful to identify specific choice of buyer.
-it will be useful in finding out the factor influencing the purchase intention of products.
-the study will help the company to find out the more reaching source of productivity.

Limitation of the Study:Sales and marketing is an integral part of marketing. Here coca cola the leading brand in soft
drinks worldwide. Coke has maintained its brand image with high precision.
The marketing strategy of coke is very stringent than others the main feature in their
marketing by their offering its sales and distribution.
Its my gratitude to work with coca Cola Company specifies in marketing department. It have
been placed their in sale and distribution department for my internship. The research work
was not as easy as coca cola is very strict in their marketing policy.
In the beginning the main region for conducting this study was to know the proper allocation
of distribution to the supplier and also to know about the product sales.
Further, it is to understand the availability of the product and to check out that theme is the
proper advertising of the product and also to know the demand of coca cola in market.

[11]

Important Landmarks of Coca-Cola History.

1876

Johan Stees Pemberston discovered the formula of coke, name given

seven- X of its formula.

1882

Coca-cola company established in Atlanta.

1915

Alexgender, Samulus and Earl R Peassia of Indian route. Glass

company designed the present bottle of coke and also it was the first
patent bottle.

1950

Coca-cola started the operation in India.

1977

Coca-cola closed the operation in India.

1991

Coca-cola came back in India Britco Foods Company.

1992

Coca-cola opened its first bottling plant in pune.

1993

Coca-cola bought all parle products thumps up, Citra, Limca, and Gold:
spot, maaza at $40 million.
First time coke introduces coca-cola in Agra.

[12]

COMPANYS PROFILE

1894 A modest start for a Bold Idea

1900-1909 Rapid growth

1950s Packaging innovations

. 1960s New brands introduced

1990s New and growing markets

Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886.

The company will be investing another USD 5 Billion till the year 2020. The CocaCola system in India directly employs over 25,000 people.

The Coca-Cola Company has always placed high value on good citizenship.

Coca-Cola India Private Limited Presents at Citi India Investor Conference 2014,
Feb-13-2014 04:00 PM.

Coca-Cola India Announces Senior Leadership Changes Effective from 1 October,

2013 Coke market share represent 85 % and Pepsis 15%.

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Roadmap" for winning together with our bottler
partners.
Companys mission must be turned to specific objective for each level of management in a
system known as a management by objective.
The most common objectives are:
Profitability
Sales growth
Market share
Improvement
risk diversification
Innovation Satisfy the customer
[13]

company Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
company Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can
be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.

[14]

Organization chart:

Director

General manager

Sales manager

Marketing manager

executive

Market developer

Promoter

Product range:

[15]

The worlds favorite drink. The worlds most valuable brand. The
most recognizable word across the world after OK. Coca-Cola has truly remarkable heritage.
From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer,
marketer and distributer of non-alcoholic beverages in the world.
In India, coca-cola was the leading soft drink till 1977 when the govt. policies necessitated
its departure. Coca-cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more people, even in the
remote and inaccessible parts of the nation.
Coca-cola is very strongly associated with cricket, cinema, music, etc. coca-colas advertising
campaigns jo chaho ho jaye, life ho to aisi and thanda matlab coca-cola were very
popular and had entered the youths vocabulary.
Coca-cola had signed on various celebrities including movie stars like karishma kapoor,
aamir khan, aishwarya rai and hrithik roshan, cricketers such as srinath, sourav
ganguly.
Glass
200ml

Pet
600ml

Can
330ml

1200 ml

----

2000ml

---

[16]

THUMS UP

Strong cola taste, exciting personality

Thums up is leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, thumsup was acquired by the coca-cola company in 1983.
Thums up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

SPRITE

Clear hai!
Worldwide Sprite is ranked as the no. 4 soft drink & is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest
growing soft drinks, leading the clear lime category.
Today Sprite is perceived as a youth icon.

Glass
200ml

Pet
600ml
1200ml

Can
330
--[17]

LIMCA

Lime n lemoni limca

Lime n lemoni limca, the drink that can cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, limca has been the original thirst choice of millions of consumers for over 3
decades.
The brand has been displaying healthy volume growths year on year and limca continues to
be the leading flavor soft drink in the country.
The success formula?
The sharp fizz and lamoni bite combined with the single minded positioning of the brand as
the ultimate refresher has continuously strengthen the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of limca and walk away a new
person.

Glass
200ml

Pet
600ml
1200ml
2000ml

Can
330ml
-----

[18]

FANTA

International, fanta the orange drink of coca-cola company is seen as one of the favorite
drinks since 1940s. Fanta entered the Indian market in the year 1993.
Over the years fanta has occupied a strong market place and identified as the fun catalyst .
Perceived as a fun youth brand, fanta stands for its vibrant colour, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge
in the moment. The positive imagery is associated with the happy, cheerful and special times
with friends.

Glass
200ml

Pet
600ml
1.2lit
2lit

Can
330ml
-----

MAAZA

Yaari-dosti taaza maaza

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices
and was available throughout the year.
In 1993, maaza was acquired by coca-cola India. Maaza currently dominates the fruit drink
category.

[19]

Over the years, brand maaza has become synonymous with mango. This has been the result
of such successful campaigns like taaza mango, maaza mango and botal main aam, maaza
hai naam . Consumers regard maaza as wholesome, natural fun drink which delivers the real
experience of fruit.
The current advertising of maaza positions it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and kids love its taste. The campaign builds
on the existing equity of the brand and delivers a relevant emotional benefit to the moms
rightly captured in the tagline yaari dosti taaza maaza .
This has mango flavor. Maaza is popular among children and women.
Competitor: Slice, frooti
Glass
200ml

Pet
600ml
1.2lit

Can
330ml
---

KINLEY MINERAL WATER

Kinley is high quality bottled water processed with added minerals popular among adults
who seek a better quality of life and a healthy lifestyle. Kinley water understands thru
importance and value of this life giving force. It thus promises water that is as pure as it is
meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from coca-cola company. That is why we
introduced kinley with reverse
Osmosis along with the latest technology to ensure the purity of our product.
Competitor: Aquafina, bisleri.

PET
1.2 lit

[20]

CHAPTER- 2

INDUSTRIALE PROFILE
PRODUCT PROFILE

[21]

Industrial Profile:Keeping in view of taping the Indian soft drink market and also developing soft drinks as a
drinking product among Indians. The coca cola in India has setup an independent
organization which is H.C.C & B.C.C with a capital of 350 U.S $ each by virtue of sellout
decision of the past managing director Mr. S.C Agrawal.
Hindustan coca cola bottling (N-W) Pvt.Ltd Najibabad took the complete possession of this
plant, land, machinery,& intellectuals on February 14 1998 and since then H.C.C, looking
after all its affairs under company owned bottling plant to establish integrated marketing
system in area the area.
In 1999 the company opened up the new bottling plant at Dasna In Ghaziabad distt. This
plant has more sophisticated equipment, then the plant at Najibabad.
BENCHMARK
Coca-Cola ranks no.1 brand in the world by the business world survey followed by
companies like Microsoft and IBM.
Coca cola is the market leader in the whole world in beverage industry.
Business week magazine ranks Coca cola on 4th position in Indian FMCG industry.
Coca cola enjoys approx 60% market share in Indian beverage industry.

Industry Profile
The Soft Drink Industry (SIC 111) consists of establishments primarily engaged in
manufacturing non-alcoholic, carbonated beverages, mineral Waters and concentrates and
syrups for the manufacture of carbonated beverages. Establishments primarily engaged in
manufacturing fruit juices and non-carbonated fruit drinks are classified in Canned and
Preserved Fruit and Vegetable Industry (SIC 1031). Principal activities and product

Aerated water

Carbonated beverages;
[22]

Mineral and spring waters

Soft drink concentrates and syrup; and

Soft drink preparation carbonating Soft drinks recorded robust double digit off-trade value
growth in 2009, which was higher than that witnessed in 2008. Bottled water and
fruit/vegetable juice continued to grow strongly as more consumers turned to these products
in the search of healthier options. Carbonates also witnessed good sales growth as the long
summer helped to fuel sales. Energy drinks has witnessed a slowdown in sales growth as its
is a premium priced product type and therefore not considered a necessity. Importantly, more
consumers refrained from spending on non-essential items in the wake of the economic
downturn.
Manufacturers continued to focus on health and wellness products in 2009, introducing green
tea versions of powder concentrates and RTD tea. There were also a number of launches in
terms of new products and flavors in fruit/vegetable juice. The only new product launch in
carbonates was Grappo Fizz by Parle Agro Pvt Ltd. Non-cola carbonates performed very well
as these products are perceived by consumers to be less of a health threat than cola
carbonates. Even in niche categories like energy drinks, sugar-free versions were introduced
as manufacturers try to attract health conscious and diabetic consumers. Coca-Cola India Pvt
Ltd continued to lead soft drinks in 2009, followed by PepsiCo India Holdings Pvt Ltd in offtrade value terms. The launch of Nimbooz by 7-Up (PepsiCo India) helped the company
retain its leading position in the terms of off-trade value sales. Coca-Cola India and PepsiCo
India continued to invest in soft drinks in India. However, domestic players such as Parle
Agro, Parle Bisleri Ltd and Dabur India Ltd continued to provide tough competition to the
leading multinationals. One competitive edge that domestic players hold is that unlike CocaCola India and PepsiCo India the bulk of their business does not come from carbonates, but
instead from fruit/vegetable juice and bottled water, which are recording much more dynamic
volume and value growth. Thus, while the leading multinationals retained their leading
positions in off-trade value terms, they continued to record slight off-trade value share
reductions in 2009, while these leading domestic players grew their shares. The growth in
supermarkets/hypermarkets boosted the soft drinks industry over much of the review period.
However,

due

to

the

economic

downturn,

supermarkets/hypermarkets decreased in 2009.

[23]

the

off-trade

volume

share

of

This in turn affected some of the more niche and premium product types like energy drinks
and reconstituted 100% juice which enjoyed high visibility through this distribution channels.
However, this trend is not expected to continue as the economy recovers since consumers
will revert to their previous shopping patterns.
Soft drinks are expected to witness a healthy double-digit total volume CAGR growth over
the forecast period.
As consumer awareness and understanding of the variety of soft drinks increases and as
manufacturers continue to be innovative, soft drinks is expected to perform well. Products on
the health and Wellness platform and niche categories can expect to see good sales growth in
the forecast period.

Top 10 Soft Drinks.

Coca-cola Classic (coca-cola

Pepsi cola (PepsiCo)

Diet Coke (coca-cola

Mountain Dew (PepsiCo)

Diet Pepsi (PepsiCo)

Dr Pepper (Cadbury-Schweppes)

7. Sprite (coca-cola

8. Fanta (coca-cola

9. Caffeine-Free Diet Coke (coca-cola)

10. Diet Mountain Dew (PepsiCo)

[24]

SOFT DRINKS INDUSTRIES OF INDIA:

BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

Cola

Non-Cola

[25]

NonCarbonated

Non-Cola

Pricing Policy For Indian Market

Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One
such barrier was the affordability of products for Indians. Because India is a country where
people are known to live on very little a day, the idea of getting people to spend what little
they have on a soft drink could be quite a stretch. However Coca-Cola India went with an
aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25%
nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This
move allowed both companies to offer products that were affordable to the target market in
India but also encouraged more Indians to consume Pepsi and Coca-Cola products both
companies also created smaller sized bottles to allow for lower prices for Indian consumers.
Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to
cultural needs and increase their sales. By offering smaller sized bottles many consumers also
increased the frequency in which they were purchasing the soft drinks.

COCACOLA IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals
its formula to the government and reduces its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network Cokes acquisition of local popular Indian brands including ThumsUp (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
[26]

launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the
countrys top international investors.22 by 2003, Coca- Cola India had won the prestigious
Woodruff Cup from among 22 divisions of the Company based on three broad parameters of
volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002
while the industry grew 23% nationally and the Company reached breakeven profitability in
the region for the first time.23 Encouraged by its 2002 performance,
Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.
750 crore) between September 2002 and March 2003. Coca-Cola India produced its
beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations
supplemented by seventeen franchisee-owned bottling operations and a network of twentynine contract packers to manufacture a range of products for the company. The complete
manufacturing process had a documented quality control and assurance program including
over 400 tests performed throughout the process. The complexity of the consumer soft drink
market demanded a distribution process to support 700,000 retail outlets serviced by a fleet
that includes 10- ton trucks, open-bay three wheelers, and trademarked tricycles and
pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its
own employees, Coke indirectly created employment for another 125,000 Indians through its
procurement, supply, and distribution network

[27]

PRODUCT PROFILE:Different Brands of Company

The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to innovate
and come up with, either complete new products or new ways to bottle or pack the existing
drinks. The Coca-Cola

Company has a wide range of products out of which the following products are marketed by
HCCBPL:

BRANDS TAGLINE
ThumsUp - Taste the thunder
Coca-Cola Open happiness
Sprite - Seedhi baat no bakwaas, clear hai
Limca- Fresh ho jao
Fanta - Go bite
Maaza bina guthali wala aam
Ingredients Of Coca-Cola Products

Sweetened Carbonated Beverage

Ingredients:

Carbonated water

Sugar and acidity regulator

Contains permitted natural color

Added flavors like orange, lemon, mango, apple.

Contains no fruit

[28]

Contains Caffeine

Energy : 40 kcal

Carbohydrate : 10 g

Sugar : 10 g

Protein : 0 g

Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to insure that shopkeeper must display all products.
Display may be in the form of Shelf Display, Table Top Display etc. All products must be
displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, Minute Maid
Pulpy Orange, Kinley (mineral water & Soda water). Taking up the responsibility of
distribution of products to diverse parts of the cities. The distribution channels are
constructed in such a way that the demand of customers is fulfilled at the right place and the
right time when they need it.
A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution
Warehouse --- Retail Stock --- Retail Shelf --- Consumer
The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well-organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to
higher profits to the firm.
Distribution of Product According To Locality
Coca-cola Company distributes their schemes according to area. Area or place where soft
drinks sold in a large manner, on those place company gives good schemes to shopkeeper and
retailer. Place like railway station bus stand are consider in this category and place which
have low selling where company gives small schemes to the shopkeeper.
Criteria for Providing Free Chilling Equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers.

For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.

For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.

[29]

If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridge is
provided by the company,

A Steplizer of 1 KV to 5 Kv is provided with the visi cooler & chest cooler,

Pricing Policy for Product

The main purpose of survey of non buyer outlets is for increase the sales and supply of
company product. It is a survey method for the company to know their position in the market.
New outlet opened by OYA instrument which is purchased by retailers at given price by
company.
OYA instrument is provided by coca Cola Company is as:
1-Family freeze +3 carrot

2-Defreeze (CC4) +3 carrot -

8000 Rs/13000 Rs/-

3-Defreeze (CC10) +3 carrot - 20000Rs/4-Ice box + 2 carrot

1000 Rs/-

[30]

Type of Product Produced By Amrit Bottlers Coca Cola Company

Chandigarh

Quantity
1)FlavourProdu
ct name

Amount

200mlRgb

600ml Pet

1250ml

2000ml

Thumsup-

Price/petty

198Rs

612Rs

472Rs

549Rs

Sprite-

Price/petty

198RS

612Rs

472Rs

549Rs

Fanta-

Price/petty

198Rs

612Rs

472Rs

549Rs

Coke-

Price/petty

198Rs

612Rs

472Rs

549Rs

Limka-

Price/petty

198Rs

612Rs

472Rs

549Rs

Retailer perchase price /bottle

8.25

25.50

39.33

61

Retailers sale price /bottle

27

42

65

[31]

JuiceMaazaTP- 297Rs / 27Ps

200ml-220Rs/24Ps
250ml-265Rs/27Ps
600ml-688/24Ps
1200ml-624/12Ps

Kinlay Mineral Water1000ml-128Rs/12Ps

600ml-190Rs/24Ps

Soda600ml-268Rs/24Ps

Minute Maid Nimbu Fresh450Rs/24Ps

Minute Maid Pulpy Orange450Rs/24Ps

Some FullformsRGB- Returnable Glass Bottle

PET- Polyethylene Triquline
RED- Right Execution Daily

Instruments of Coca Cola CompanySGA- can obtained on the basis of MT

[32]

OYA-icebox, family freeze, cc4 defreeze & cc10 defreeze.

Ice box- 1000Rs (with 3MT)
Family freeze- 8000Rs (with 3MT)
CC4-13000Rs (with 3MT)

Category of Shop Bronze - 1 to 199 petty

Silver -200 to 499 petty
Gold 500 to 799 petty
Diamond 800 to 1199 petty
Platinum 1200 to above

Types of Outlets
The company has divided their outlets on the basis of the following criteria

Volume

Channel

Income group

1. Volume
There are four type of outlets according to the volume of sales of the outletDiamond - 800> C/s & above per year
Gold - 500-799 C/s per year
Silver - 200-499 C/s per year
Bronze - <200 C/s per year

2. Channel
(A) Grocery Store
Grocery (customer profile): Store stocking a variety of regular uses household items. The
channels provide an opportunity for penetration as it propels home consumption.
It includes all kirana stores, juice, departmental stores, supermarkets, provision stores etc.
Necessary Availability - 2 liter and 300m

[33]

(B) Eating & Drinking Channel 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller
dhabas. These outlets offer multiple opportunities to effect sales as people usually order
something to drink along with food. It includes
- Restaurants
- Bars and Pubs
- Dhabas
- Cafes

(C) Eating & Drinking Channel 2

It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.
(D) Convenience Channel

Pan/Bidi Shops (Customer profile):

This segment includes PAN BIDDI outlets that stock cigarettes, mint, and confectionary. It
covers STD/IS phone booths, travel channel etc. Small outlets that mainly sell 200ml bottles.
They may also sell 600ml.

3. Income Group
According to the income group of the area

Low- Those outlets where low income customer comes.

Medium- Those outlets where medium income customer comes.

High- Those outlets where high income customer comes.

[34]

CHAPTER- 3
RESEARCH
METHODOLOGY

[35]

Research Methodology
Most business that fails to do so because they have not obtained analyzed or acted upon
market information regarding their product or service information that readily available.
Whether the product confectionary bar or an engineering product, the market plan need to
cover area such as the product specification and its relation to the consumer needs and
requirement and branding pricing distribution method, advertising support market definition
and segmentation forecast, sales levels etc. each of these decision require information from
the market to increase the chance of getting its right.
Defining market research:In 1987 the American management association adopted a new definition of market research.
Market research is the function which links the customer and public to the marketer through
information that in use to identify and define marketing opportunity and problem, refine and
revalue marketing action, monitor marketing performs
Marketing is the systematic design, collection, analysis and reporting of data and finding
relevance to a specific marketing relation facing the company. And improve understanding of
marketing as a process. Its no longer enough to satisfy customers, you must delight there.
Effective marketing research involve the following five steps1-defines the problem and research objection
2-develop the research plan
3-collect the information
4-analyse the information
5-prepresent the finding

[36]

Objectives of the Study

This project intends to the study of To identify Market share and customer perception
for coke vs. Pepsi in, banur near Chandigarh
The objectives of the project are:

The objectives of the project are:-

To find out the existing competition level of Pepsi and Coke.

To find out the important factor that affecting customer satisfaction and product
Market value.

To find out the consumer perception about packed juice of both companies Product.

To identify the consumer opinion towards Coke products when compared to Pepsi
products.

To increase the consumers of coca cola company.

RESEARCH DESIGN

The research design was of an DESCRIPTIVE nature and included gathering

preliminary data to study the real nature of problem.

METHODOLOGY

Sample area This project was conducted in Banur(Near Chandigarh)

SAMPLE SIZE:- 125

Data collection methods:
Primary data : collected through Questionnaire
Secondary data: Internet, books, magazines etc.

Statistical tools

-Frequency table , graphical representation in SPSS.

[37]

SWOT ANALYSIS

Strengths

Good company image.

well trained and experienced workers and executives are available.

Strong distribution network.

Brand Thumps up alone covers the big market. Adopted two types of distribution
channels (direct route & indirect route).

Weaknesses

Less personal contacts with retailers.

Service is not good.

a company official does not visit outlets regularly.

less advertisement channels.

Limited schemes.

repairing of S.G.As (Sales generating assets)

Not proper condition with retailers.

Opportunities

High growth rate for fruit drink market.

Therefore there is a need only of marinating this share in future.

Threats

High growth of competitors product.

Better facility provided by the competitors to their distribution this might lead to
switch over to slice distribution towards competitors.

[38]

MARKET SHARE

MARKET SHARE
Coca-Cola: A Fortune 500 Company In India

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent
share in the carbonated soft drinks segment, 36 per cent share in fruit drinks
segment and 33 per cent share in the packaged water segment.
In 2012, Coca-Cola sold 7 billion packs of its brands to more than 230 million
consumers across 5,700 towns and 275,000 villages. The company has doubled
its volumes and trebled its profits between 2007 and2012coca-Cola continues to
re-affirm its commitment to India through active Citizenship Efforts. All its
plants in India partner with local NGOs to alleviate local community issues in
numerous small ways. It boasts of impeccable credentials on quality.
Coca-Cola has succeeded in spite of an extremely price-sensitive consumer
with entrenched beverage consumption habits tea, nimbu-paani (lemonade)
and a fragmented and geographically dispersed retail market, and a high tax
environment.

[39]

SALES: Coca-cola sale is 85% and Pepsi sale is 15 %. In chandigarh

Sales

Pepsi
Coke

1. There is a tough competition between two major soft drink companies namely the coca
cola company and the PepsiCo.
2. Coke provides better promotional schemes and services as compared to Pepsi.
3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89 only.
4. Campaigning schemes are better of coca cola as compared to Pepsi..
5. Coca cola does provide the entire flavor in the market but Pepsi does not provide all the
flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.
6. Delivery van of coca cola is in better condition as compared to PepsiCo.
7. Coca cola provides the product range of 11 while PepsiCo provides 9 of them.
8. Prices of coca cola soft drinks are more reasonable than Pepsi.
9. Coca cola was the first company to introduce coca cola small glass bottles 200 ml at Rs.5.

[40]

10. Latest promotional schemes of coca cola are profitable for customers as compared to
Pepsi.
11. Coke also provides a hot beverage like Georgia tea/coffee where as PepsiCo does not
provide any such beverage.
12. Coke provides more verities whereas Pepsi does not. i.e.
In black drinks coke offers coca cola and ThumsUp whereas PepsiCo provides just
Pepsi.
Orange drinks by coca cola are fanta & pulpy orange whereas PepsiCo provides
Mirinda.
In lemon drinks coca cola provides Limca & Spirite whereas PepsiCo provides 7up &
mountain dew.
13. Coke has better chillers, counters display shelves in super houses as compared to
PepsiCo. Eg. big bazaar, vishal mega mart.

[41]

DATA ANALYSIS

[42]

Q.Age gender cross tabulation.

Table 1

age * gender Cross tabulation

Count
gender

age

Total

male

female

Total

20-25

62

16

78

25-35

17

12

29

35-45

11

14

avove45

94

31

125

Interpretation:- in the above graph maximum respondent are under the age of 20to 25 age
group on which my survey research had completed male.62%.
[43]

Q.Gender and occupation cross tabulation.

Table 2
gender * occupation Cross tabulation
Count
occupation

gender

student

bisiness man

emloyee

others

Total

male

56

14

18

94

female

19

31

75

21

21

125

Total

Interpretation:Above graph show the student background of respondent maximum respondent are male
student56%.

[44]

Q.3- Which flavor do you like most?

TABAL 3

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

cola

37

29.6

29.6

29.6

citric

24

19.2

19.2

48.8

orange

32

25.6

25.6

74.4

lemon

29

23.2

23.2

97.6

others

2.4

2.4

100.0

Total

125

100.0

100.0

Interpretation:This tubal represent The above graph shows cola flavor people are interested in taking cold
drink37 above 29%cola flvor.
[45]

Q.4- Do you give importance brand name while choosing your cold drinks?
TABLE.4

Cumulative

Valid

Frequency Percent

Valid Percent Percent

yes

100

80.0

80.0

80.0

no

10

8.0

8.0

88.0

cant say

15

12.0

12.0

100.0

Total

125

100.0

100.0

Interpretation: Above graph show that brand name of importance Maximum response is taking place on
brand name 80% people are like most 100people.

[46]

Q.5- Which brand you prefer most?

TABLE.5

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

coke

44

35.2

35.2

35.2

pepsi

17

13.6

13.6

48.8

both

64

51.2

51.2

100.0

Total

125

100.0

100.0

Interpretation:Above graph shows that both is more demanded in market.51% response is towards 64
people like.

[47]

Q.6- In your opinion which brand of cold drinks most demand?

Tabal.6
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

cke

61

48.8

48.8

48.8

pepsi

28

22.4

22.4

71.2

others

36

28.8

28.8

100.0

Total

125

100.0

100.0

Interpretation:Above the graph shows that 61 people

demand48.80%.

like and most demand

[48]

coke of brand

most

Q.6.which brand is more available in your shops?

Table 7
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

cola

50

40.0

40.0

40.0

citric

41

32.8

32.8

72.8

fruit flavored

34

27.2

27.2

100.0

Total

125

100.0

100.0

Interpretation:Above bar chart shows that cola is most popular beter than others brand. 50% population of
sample respond so cola is 40%.

[49]

Q.7. in your opinion which soft drinks is better taste?

Table 8.
in.your.opinion.which.soft.drink.is.better.taste
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

in cola flavor

36

28.8

28.8

28.8

in citric flavored

25

20.0

20.0

48.8

in orange flavored

24

19.2

19.2

68.0

in mango flavored

40

32.0

32.0

100.0

Total

125

100.0

100.0

Interpretation:The table represent 40 peple respons avobe graf represent mango flavored 32%.better than
other flvored good taste.
.
[50]

Q.a. in cola flavor?

Table.9
in.cola.flavor
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

coke

81

64.8

64.8

64.8

pepsi

44

35.2

35.2

100.0

Total

125

100.0

100.0

Interpretation:Above graph shows in coke flavor are better in 64% are most popular compered to pepsi
and 81 respons are like.
[51]

Q.b-in ctrict flavored?

Table.10.
citrict.flavored
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

sprit

49

39.2

39.2

39.2

mountain dew

50

40.0

40.0

79.2

7up

26

20.8

20.8

100.0

Total

125

100.0

100.0

Interpretation:In above graph shows that most people like brand due to (40%), people respons 50 so citric
flavor in mountain due good .

[52]

Q.

c- in orange flavor?

Table.11

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

fanta

71

56.8

56.8

56.8

miranda orange

44

35.2

35.2

92.0

others

10

8.0

8.0

100.0

Total

125

100.0

100.0

Interpretation:Above graph shows that most people respond on coke(71) most consumer like fanta flavore.

[53]

Q.D-In mango flavored?

Table 12

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

maaza

74

59.2

59.2

59.2

slice

43

34.4

34.4

93.6

others

6.4

6.4

100.0

Total

125

100.0

100.0

Interpretation:
The table represents most people like maza mango flavored 59.2% and 74 responses like.
[54]

Q.8.Why do you like your brand?

Table 13
Cumulative

Valid

Missing

Frequency

Percent

Valid Percent

Percent

blend

5.6

5.6

5.6

brand image

14

11.2

11.3

16.9

availability

64

51.2

51.6

68.5

advertisement

39

31.2

31.5

100.0

Total

124

99.2

100.0

System

.8

125

100.0

Total

Interpretation:
[55]

The table represents above graph show 64 people like avaibilibility 51.61% consumer like
avai liability.

Q.9.which brand advertisement appeals you most?

Table 14.
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

coke

58

46.4

46.4

46.4

pepsi

53

42.4

42.4

88.8

others

14

11.2

11.2

100.0

Total

125

100.0

100.0

Interpretation
[56]

The table represent coke brand of more produced advertisement 46%and responsed are 58
consumers coke ad.

Q.10.most effective punch line in your opinion?

Table 15
Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

coke

66

52.8

52.8

52.8

thumps

20

16.0

16.0

68.8

pepsi

28

22.4

22.4

91.2

others

11

8.8

8.8

100.0

Total

125

100.0

100.0

[57]

Interpretation
The table represent above graph show coke punch line is most 52%and 66 consumer like response.

Q.11-Do you think that pricing strategy adopted by the cola?

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

yes

83

66.4

66.4

66.4

no

4.0

4.0

70.4

can t say

37

29.6

29.6

100.0

Total

125

100.0

100.0

[58]

Interpretation
The table represent 83 consumer adopted yes 66.40% yes and sum no responses.

Q 13 -which company have better servicessprovides?

Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

pepsi

39

31.2

31.2

31.2

coke

72

57.6

57.6

88.8

others

14

11.2

11.2

100.0

Total

125

100.0

100.0

[59]

Interpretation
The table represent coke is larges better services provides57%.60 and 72 consumer response like is
coke services.

[60]

FINDINGS

1. According to the demand of consumer delivery of products is not made available in

the consumer.
2.Soft drink is most requirements age 20-35 years in this youth are most demand.
3. Student are large demands the soft drinksdemand as 56%.
4. Advertisement materials are not available in the right time at the right place .
4.male consumer are more involved in responses.
5. Largest consumer satisfied
To coca cola test.
6.Most like consumer cola flavor
7.coca cola company have better services provide 1 coke 57.6% 2 pepsi 31.2%.
8.cola pricing a adopted 66%yes response.
9.Better seviceces provided coke company.
10. the table most represent in coca cola favor, and larset consumer like coke brand
as like coke 72% and Pepsi 39%.
11.most effective punchline coke 52%and pepsi 22%.
12.large advertising provide coke compared to pepsi.
13.consumer are larse choose soft drinks resion for availibility.
14.mango flavore in maza product is most popular maza 59%and slice 34%.
15 in citrict flavor are more like cinsumer as sprit.
16. best taste provide cola flavor 28% and cola brand is 40%avilable in shope.
17. coke is most demand compared to pepsi coke demand is 48% pepsi 22%.
18 consumer are more demand resion fore only fore brand name 80% sale by brand
nam

[61]

SUGGETION
1. Delivery position should be maintained to get good return from the market.
2.The company must try to make different brands of Coca-Cola available at every retail outlet
whether it is large or small, otherwise the consumer may go for substitute.
3.Sales People and delivery persons should properly monitor the market whether stocks are
available and are properly utilized in the market or not.
4.We can provide them beautiful display racks, tablemats, menu-cards etc, containing the
trademark and brand name of the company.
5.Display material should be provided to the retailers on more regular basis to increase the
sales level.
6.company most provide marketing research because when marketing research
finethanconsumer services fine.
7.Maintenance work of refrigerator; i.e. purity must be improved.
8. The company should take steps to replace damaged or unsellable Coca-Cola goods
frequently from the retailers.
9.The Company employees should make direct contact with the consumers, so that they may aware
with real situation of the market and consumers attitude towards the product.
10 so any consumer like brand nane brand availibility 80 % concumer like brand vailaibility so
company though most that any retailar here present soft drinks thane company is always
devlopment.

[62]

CONCLUSION

For the purpose of the study, questionnaires were prepared for the Consumers. Care was
taken to interview all types of consumers,
a. Different age groups.
bMales and females
c.People from different localities, etc.
e.young adults liked to have soft drinks.
e.Consumer coke produt very like.
f.85%market share of coke and Pepsi 15%.
g.20-25 age more take of soft drinks.
h. 72% coke sale and 39% sale of pepsi,so good potions of coke.
i.student is more involved or large like cold drinks.
J.coke is most demand compered to pepsi so must that coke company always provide
k.company fo must that every 6 month on provide market research after than company
condition is better and developing.
h.and company of must that market to village in provide resarch than sale promotion is
improving and company are good conition.

[63]

BIBLIOGRAPHY

Books:-

Marketing management Philip Kotler

Research methodology - C.R. Kothari

Websites:-

http://www.pepsi.com

http://www.tropicana.com

http://www.pepsicoindia.com

http;//www.google.com

WWW.COCA-COLA.COM

WWW.COLA-WARS.NET

ADVERTISING MANAGEMENT BY JETHWANEY AND JAIN

COLA WARS BY J.C.LOUIS

Magazines:

Business today

Business standard

Outlook

[64]

QUESTIONNAIRE
1. Name of the Respondent: -
2. Address: -

3. Age group: (A) 15 20

(B) 20 25

(C) 25 35

(D) 35 45

(E) Above 45

5.. Which flavor do you like most?

(A) Cola

(B) Citric

(D) Lemon

(E) Others.

(C) Orange

6. Do you give importance to brand name while choosing your cold drink?
(A) Yes
(B) No
8. Which brand you prefer most?
(A) Coke

(B) Pepsi

(C) Cant Say

(C) Both

(D) Others
9. In your opinion which brand of cold drink is most demanded or popular?
(A) Coke

(C) Pepsi

(D) Others.

10. Which brand is more available in your retailers shops?

(A) Cola

(B) Citric

(C) Fruit Flavored.

11. In your opinion which soft drink is better taste?

(I) In Cola Flavor
(A) Coke

(C) Pepsi

(Ii) In Citric Flavored.

[65]

(A)Sprite

(B) Mountain Dew

(C) 7`U

(Iii) In Orange Flavored.

(A) Fanta

(B) Miranda Orang (C) Others.

(Iv) In Mango Flavored.

(A) Maaza

(B) Slice

(C) Others.

12. Why do you like your brand?

(A) Blend

(B) Brand Image

(C) Availability

(D) Advertisement
13. Which brand advertisement appeals you most?
(A) Coke

(B) Pepsi

(C) Others.

14. Most effective punch line in your opinion of?

(A) Coke

(B) Thumps Up

(C) Pepsi

(D) Others.

15. Do you think that the pricing strategy adopted by the cola companies fascinate the
consumer?
(A) Yes

(B) No

(C) Cant Say

[66]

[67]