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
 parative Analysis
Com

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!

3
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:

4
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.

5
Table of the CONTENT

Certificate…………………………………………………………..……..…………..2
Acknowledgement……..……………….………………………..…..……………3
Declaration……………..……………… ………………………..….……….……4
Preface……………………………………………………………………………..5
Table of the content………………………………………………………………6
Executive Summary………………… ..………………………………………….7
1.Introduction… ……………………....................................................................8
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 of
study………………………………………………………………………………
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

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 4.1. Research
Methodology………………………………………………………………..

4.2. Data collection Primary and

Secondary…………………………………………

4.3. Using of
data……………………………………………………………………………
…..

4.4. Statistical
tools…………………………………………………………………………
….

4.5. SWOT
analysis…………………………………………………………………..
…………32

4.6. Area wise analysis…………………….

………………………………………………...35

4.7. Company
analysis……………………………………………………………………….
36

5. Recommendation and suggestions

6. Limitations
Bibliography
Annexure

EXECUTIVE SUMMARY
PepsiCo is the world's premier consumer products company focused on
convenience food and beverages. We seek to produce healthy financial
reward to investors as we provide opportunities for growth and
enrichment to our employee
PepsiCo India and its partners have invested more than U.S. $1 billion
since the company was established in the country. PepsiCo provides
direct and indirect employment to 150,000 people including suppliers
and distributors

7
The group has built an expansive beverage and foods business. To
support its operations, PepsiCo has 43 bottling plants in India, of which
15 are company owned and 28 are franchisee owned. PepsiCo’s
business is based on its sustainability vision of making tomorrow better
than today. PepsiCo’s commitment to living by this vision every day is
visible in its contribution to the country, consumers and farmers.

To deliver on this commitment, PepsiCo India will build on the

incredibly strong foundation of achievement and scale up its initiatives
while focusing on the following 4 critical areas that have a business
link and where we believe 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 that
the beverage is sold in more than 200 countries. The company
produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold 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

8
 INTRODUCTION

HISTORY OF ‘PEPSICO’

Pepsi is a soft drinks produced and manufactured by PepsiCo. It is sold

in many places such as retail stores, restaurants, schools, cinemas and
from vending machine. The drink was first made in the 1880s by
pharmacist Calab Bradham in New Bern, North Carolina. The brand was
trademarked on June 16, 1903. There have been many Pepsi variants
produced over the years since 1898.

9
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 back
then 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 of
syrup. The next year, Pepsi was sold in six-ounce bottles, and sales
increased to 19,848 gallons. In 1926, Pepsi received its first logo
redesign since 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 by
speculating on wildly 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 assets
were then purchased 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 after
Coke refused 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 the

introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents,
sales were slow, but when the price was slashed to five cents, sales
increased substantially. 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 was
faltering. Since he had initially used Loft's finances and facilities to
establish the new Pepsi success, the near-bankrupt Loft Company sued
Guth for possession of the Pepsi-Cola company.

PEPSICO IN INDIA
PepsiCo entered India in 1989 and has grown to become one of
the country’s leading food and beverage companies. One of the largest
multinational investors in the country, 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 billion
since the company was established in the country. PepsiCo provides
direct and indirect employment to 150,000 people including suppliers
and distributors.

PepsiCo nourishes consumers with a range of products from treats to

healthy eats, that deliver joy as well as nutrition and always, good
taste. PepsiCo India’s expansive portfolio includes iconic refreshment
beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low
calorie options such as Diet Pepsi, hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports drinks - Gatorade,
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 salty

snack market and all Frito Lay products are free of trans-fat and MSG.
It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle
Chipps and traditional snacks under the Kurkure and Lehar brands. The
company’s high fibre breakfast cereal, Quaker Oats, and low fat and
roasted snack options enhance the healthful choices available to
consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and
Cheetos are cooked in Rice Bran Oil to significantly reduce saturated
fats and all of its products contain voluntary nutritional labeling on
their packets.

The group has built an expansive beverage and foods business. To

support its operations, PepsiCo has 43 bottling plants in India, of which
15 are company owned and 28 are franchisee owned. In addition to
this, PepsiCo’s Frito Lay foods division has 3 state-of-the-art plants.
PepsiCo’s business is based on its sustainability vision of making
tomorrow better than today. PepsiCo’s commitment to living by this
vision every day is visible in its contribution to the country, consumers
and 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 at
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 as
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 term
dynamic needs of consumers in India.
 PepsiCo India and its partners have invested more than U.S.$700 million since the
company was established in the country in 1989. In India, PepsiCo provides direct
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 juice
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 off

the 2009 season with its new 'Aamsutra' concept. According to
12
 Homi Battiwalla, business head – juice and juice drinks, PepsiCo
India, Slice had seen powerful consumer momentum post
relaunch of 2008.

"South Indiais the leading market for mango drinks in the

country. Andhra Pradesh is the biggest mango market and also
the fastest growing market for Slice and other mango drinks in
the country. Tamil Nadu is among the top three states and Slice
is 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 to
further enhance the Slice experience into dimensions of
pleasure, sensuality and indulgence. Last year's commercial was
about enumerating the principles of 'Aamsutra' - the art of
experiencing pure mango pleasure - with the new Slice. This
year, the commercial portrays the next level to bring alive the
mango indulgence," stated Hari Krishnan, vice president, JWT -
the agency responsible for Slice's campaign.

The company has now opted for a 360o multimedia campaigns

involving digital, print, radio, impact outdoors and sampling in
core markets.

 PepsiCo’s snack food company, Frito-Lay, is the leader in the

branded.

 The group has built an expansive beverage, snack food and

exports business and to support the operations are the group’s
38 bottling plants in India, of which 15 are company owned and
22 are franchisee owned. In addition to this, PepsiCo’s Frito Lay
snack division has 3 state of the art plants. PepsiCo’s business is
based on its sustainability vision of making tomorrow better than
today. Our commitment to living by this vision every day is
visible in our contribution to our country, consumers, farmers
and our people

 Performance with Purpose articulates PepsiCo India's belief that

its businesses are intrinsically connected to the communities and
world that surrounds it. Performance with Purpose means
delivering superior financial performance at the same time as we
improve the world.

 To deliver on this commitment, PepsiCo India will build on the

incredibly 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 called
Pemnerton’s frensh Wine Cola in 1885. He may have been inspired by
the formidable success of Vin Mariani, a European coca wine.

In 1886, when Atlanta and Fulton Country passed prohibition

legislation, Pemberton responded by developing Coca-Cola, essentially
a non-alcoholic version of French Wine Cola. The first sales were at
Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially
sold 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 belief
that carbonated water was good for the health. Pemberton claimed
Coca-Cola cured many diseases, including morphine addiction,
dyspepsia, neurasthenia, headache, and importance. Pemberton ran
the first advertisement for the beverage on May 29 of the same year in
the Atlanta Journal.

By 1888, three versions of Coca-Cola—sold by three separate

businesses—were on the market. As a Griggs Candler acquired a stake
in Pemberton's company in 1887 and incorporated it as the Coca-Cola
in 1888. The same year, while suffering from an ongoing addiction to
morphine], Pemberton sold the rights a second time to four more
businessmen: J.C.Mayfield, A.O. Murphy, C.O. Mullahy and E.H. Blood
worth. Meanwhile, Pemberton's alcoholic [] son Charley Pemnerton
began selling his own version of the products.

John Pemberton declared that the name "Coca-Cola" belonged to

Charley, but the other two manufacturers could continue to use the
formula. So, in the summer of 1888, Candler sold his beverage under
the 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 to
force his two competitors out of the business. Candler purchased
exclusive right to the formula from John Pemberton, Margaret Dozier
and Woolflk Walker. However, in 1914, Dozier came forward to claim
her signature on the bill of sale had been forged, and subsequent
analysis has indicated John Pemberton's signature was most likely a
forgery as well.

14
In 1892 Candler incorporated a second company, The Coca-Cola
Company (the current corporation), and in 1910 Candler had the
earliest records of the company burned, further obscuring its legal
origins. By the time of its 50th anniversary, the drink had reached the
status of a national icon for the USA. In 1935, it was certified Kosher by
Rabbi Tobias Geffen, after the company made minor changes in the
sourcing 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 well
in Cartesville, Georgia. Cans of Coke first appeared in 1955. The first
bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the
Biedenharn Candy Company in 1891. Its proprietor was Joseph A.
Biedenharn. The original bottles were Biedenharn bottles, very
different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and
Joseph B. Whitehead, proposed the idea and were so persuasive that
Candler signed a contract giving them control of the procedure for only
one dollar. Candler never collected his dollar, but in 1899 Chattanooga
became the site of the first Coca-Cola bottling company. The loosely
termed contract proved to be problematic for the company for decades
to come. Legal matters were not helped by the decision of the bottlers
to subcontract to other companies, effectively becoming parent
bottlers.

Coke concentrate, or Coke syrup, was and is sold separately at

pharmacies in small quantities, as an over-the-counter remedy for
nausea or mildly upset stomach.

New Coke
On April 23, 1985, Coca-Cola, amid much publicity, attempted to
change the formula of the drink with "New Coke". Follow-up taste tests
revealed that most consumers preferred the taste of New Coke to both
Coke and Pepsi, but Coca-Cola management was unprepared for the
public's nostalgia for the old drink, leading to a backlash. The company
gave in to protests and returned to the old formula under the name
Coca-Cola Classic on July 10, 1985.

21st century

On February 7, 2005, the Coca-Cola Company announced that in the

second quarter of 2005 they planned to launch a Diet Coke product
sweetened with the artificial sweetener sucralose ("Splenda"), the

15
 same sweetener currently used in Pepsi One. On March 21, 2005, it
announced another diet product, "Coca-Cola Zero", sweetened partly
with a blend of aspartame and acesulfame potassium. Recently Coca-
Cola has begun to sell a new "healthy soda": Diet Coke with vitamins
B6, B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus."

On July 5, 2005, it was revealed that Coca-Cola would resume

operations in Iraq for the first time since the Arab League boycotted
the company in 1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed

back to "Coca-Cola." The word "Classic" was truncated because "New
Coke" was no longer in production, eliminating the need to
differentiate between the two. The formula remained unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the

labels of 16-ounce bottles sold in parts of the southeastern United
State. The change is part of a larger strategy to rejuvenate the
product'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 color,
sugar, phosphoric acid, caffeine, citric acid, natural flavors

PRODUCT

PRODUCT OF PEPSCO PRODUCT OF

COCA-COLA

16
 1. PEPSI 1. COKE

2. MIRINDA 2. THUMS-
UP
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 by

PepsiCo. It is sold in many places such as retail stores, restaurants,
schools, cinemas and from vending machines. PepsiCo is working with
one head quarter and three territories. PepsiCo is working with more
than one lake people those are joint directly and indirectly with the
company. There are 56 distributors and 33 root agents always connect
with the company and joint each and every corner of Delhi with the
company. 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

JAI DRINKS PRIVATE PEARL DRINKS TRASENT

LIMITED LIMITED YAMUNA

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 are
more than one lake soft drink outlets. Coca-Cola cover all the
outlets through their distribution channel for supply.. In Coca-Cola
all the management work done by Gurgoan office and all the Delhi
is divide into three major area Hindustan drinks private
limited(HDPL) , City drinks limited(CDL) and Varun drinks private
Ltd. (VDPL) for the distribution of Cola-Cola

COCA-COLA IN
DELHI

19
HINDUSTAN DRINKS CITY DRINKS VARUN DRINKS
PRIVATE LIMITED LIMITED LIMITED

DISTRIBUTOR OF THE DIRECT SUPPLY OR

AREA 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 the
market share , identification gap between sales and distribution,
satisfaction level of customer, services provided by the company ,
span of control through hierarchy level, distribution channel, how
company covered the market, stock supply by the company, increasing
market share, sustain and maintain 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, brand
advertisements and more.

22
PEPSICO coca-cola
Coca-Cola
Type Cola

Manufacturer PepsiCo.

Type Cola
Country of origin United States

Manufactur The Coca-Cola Company

Introduced 1898 (as Brad's Drink)
er
June 16, 1903 (as
Pepsi-Cola)
Country of United States
1961 (as Pepsi)
origin

Related products Coca-Cola

Related PepsiCo
RC-Cola
products RC-Cola
City-Cola
City-Cola

Webside http://pepsi.com http:cocacola.cpm

Webside

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 research

problems. It may be understood as a science of studying how research
is done scientifically. We study the various steps that are generally
adopted by a researcher in studying his research problem along with
the logic behind them. It is necessary for the researcher to know not
only need to know how to develop certain indices or tests, how to
calculate the mean, the mode, the median, standard deviation and chi
– square, how to apply the particular research techniques, are relevant
and which are not and what would they mean and indicate and why?
Researchers also need to understand the assumptions underlying
various techniques and they need to know the criteria by which they
can decide that certain techniques and procedures will be applicable
to 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 a
problem has not been clearly defined. Exploratory research helps
determine the best research design, data collection method and
selection of subjects. Given its fundamental nature, exploratory

34
research often concludes that a perceived problem does not actually
exist.
Exploratory research often relies on secondary research such as
reviewing available literature and/or data, or qualitative approaches
such as informal discussions with consumers, employees, management
or competitors, and more formal approaches through in-depth
interviews, focus groups, projective methods, case studies or pilot
studies. The Internet allows for research methods that are more
interactive in nature: E.g., RSS feeds efficiently supply researchers with
up-to-date information; major search engine search results may be
sent by email to researchers by services such as Google Alerts;
comprehensive search results are tracked over lengthy periods of time
by services such as Google Trends; and Web sites may be created to
attract worldwide feedback on any subject.
The results of exploratory research are not usually useful for decision-
making by themselves, but they can provide significant insight into a
given situation. Although the results of qualitative research can give
some indication as to the "why", "how" and "when" something occurs,
it cannot tell us "how often" or "how many."Exploratory research is not
typically generalizable to the population at large.

What data collection methods were used?

Primary Data
Secondary Data
Survey

Primary Data Collection Methods:

In primary data collection, you collect the data yourself using methods
such as interviews and questionnaires. The key point here is that the
data you collect is unique to you and your research and, until you
publish, no one else has access to it.
There are many methods of collecting primary data and the main
methods 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 someone
else for a different purpose to yours.

Survey:
surveys are used to collect quantitative information about items in a
population. Surveys of human populations and institutions are common
in political polling and government, health, social science and
marketing research. A survey may focus on opinions or factual
information depending on its purpose, and many surveys involve
administering questions to individuals. When the questions are
administered by a researcher, the survey is called a structured
interview or a researcher-administered survey. When the questions are
administered by the respondent, the survey is referred to as a
questionnaire 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 have

surveyed 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 and
quantity, market demand, feedback etc.

I am using some statistical tool and techniques for data

processing and analyzing like mean, correlation, regression, time
series, index number , sampling and sampling distribution, estimation,
hypothesis testing and other testing etc, on collected primary data and
market share of PepsiCo and Coca-Cola.

Market share of PEPSICO AND COCA-COLA

36
YEAR MARKET SHARE OF MARKET SHARE OF
PCI 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 Market Production Market
of share of of share of
Pepsico(in pepsico Coca-cola(in Coca –cola
cr.) cr.)
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  SUPPLY IS WEAK IN TY AREA

 OUTSTANDING REPOTATION  NO ONE IS RESPONSIBLE FOR

SCHEMES
 BRODER PRODUCT LINE
 COMMUNICATION GAP
 SPAN OF CONTROL HIERARCHY BETWEEN DISTRIBUTOR AND
RETAILOR
 GOOD SCHEMES
 LEAKAGE PROBLEM
 INCREASING MARKET SHARE
 DISTRIBUTOR DOES NOT WORK
 60% MARKET COVERED IN
PROPERLY IN SEASON
INDIA
 STOCK SHORTAGE PROBLEM IN
 STRONG DISTRIBUTION OF
SEASON
CHANNEL
 SUPPLY OF NIMBOOZ IS
 GOOD ADVERTISENT
 ADVERTISEMENT

 BIG MARKET SHARE GAP B/W

PEPSI AND COKE IN
INTERNATIONAL MARKET

38
SWOT ANALYSIS OF PEPSICO
OPPORTUNITY THREAT
 NIMBOOZ IS A GOOD OPTION  COMPETITOR (COCA-COLA, RC,
FOR LIMCA CITY)
 OFFICIAL SPONCERSHIP FOR  LIMCA
COMMON WEALTH GAMES AND  WHOLESALER
ICC WORLD CUP-2011, OLYMPIC  CONSISTENT IN TEST
GAMES-2011  CHANGE DEMAND
 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

SWOT ANALYSIS OF COCA-COLA

STRENGTH WEAKNESS

39
  BIG BRAND NAME IN INDIA AND  SUPPLY IS WEAK IN HDL AREA
ABROAD
 SCHEMES IS A BIG ISSUE
 OUTSTANDING REPOTATION
 COMMUNICATION GAP BETWEEN
 BRODER PRODUCT LINE DISTRIBUTOR AND RETAILOR

 SPAN OF CONTROL HIERARCHY  PURIFICATION PROBLEM

 GOOD SCHEMES  DISTRIBUTOR DOES NOT WORK

PROPERLY IN SEASON
 INCREASING MARKET SHARE
 STOCK SHORTAGE PROBLEM IN
 45% MARKET COVERED IN SEASON
INDIA AND 60% MARKET IN
ABORAD  SUPPLY OF LIMCA IS

 STRONG DISTRIBUTION OF  ADVERTISEMENT

CHANNEL
 BIG MARKET SHARE GAP B/W
 GOOD ADVERTISEment 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 other
beverages brand and 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 soft
drinks contains pesticides.
 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 and
brands.

RECOMMENDATIONS
 PEPSI, the choice of youth is not providing the first choice of
young generation. Youth want something strong in cold drinks &

45
 thus prefers strong taste. Pepsi should come out with some extra
strong taste to catch up maximum young generation & to
become 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 to
time because most of the people still afraid of pesticides.
 Most of the elders in the family take soft drinks but not pepsi
they considered more orange and less strong taste company
should come up with new taste keeping elders in its mind to
increase sale and market share.
 People are confused about the role of Pepsi in health company
should clear the soft drink role whether it is beneficial for health
or not.
 Pepsi co should improved its advertisement quality, it should be
realistic not imaginary.
 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 the
possibility of errors, 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.com
www.pepsicoindia,com
www.cocacola.com
www.cocacolaindia.com
www.wikipedia.com
www.encyclopedia.com
BOOKS:
Research Methodology- C.R.Kothari
Marketing Research- B. S. Bedi
Principles of Marketing- 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 MIR 7 UP M. MIRIND NIM SLICE SODA AQUA

PSI INDA DEW LEMON BOOZ FINA
COLD ST.
WARM ST

PRO COKE THUMPS SPRITE LIMCA FANTA MAZA KIN. KIN.

DUCT UP SIDA 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