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 Project Report

On

(A Case of Bareilly Region)

Submitted For The Partial fulfillment of

 Table of Content

Prefece
Acknowledgment
Introduction
Objective of study
Reseaech Methodology
Company profile Coca Cola
Company profile Pepsi
Coca Cola V/s Peps
Literature reviw
Analysis & Interpretation
Limtitation
Bibiography
Questionnaire

PREFACE

This report tries to outline idea of professional world & helps in

understanding the pragmatic aspect of management function. Own
observation are significant towards the contribution in learning the
subject. The report is therefore designed as a reference of organization
functioning rather than copy down instrument.
The purpose of industrial training is to make management student
familiar with day to day functioning of business. The present report is
an effort in this direction.

Here in this project report my main motive is to make the comparative

study between Coca Cola and Pepsi.

It is hoped that this study will serve as a supportive document to

research worker as effort has been tried to make this report an
informative, stimulating & self explanatory.

ACKNOWLEDGEMENT

I am greatly thankful to the BRINDAVAN BEVRAGES PVT. LTD.

For providing me such a great opportunity to work as a summer
trainee in their organization and to learn a great deal about how
market actually works and its intricacies.
I am thankful to Mr. Kamal Kumar for his kind and continuous
guidance and help.

I am really grateful to my guide Mr. Kamal kumar for guiding and

providing me with necessary help throughout the project. Without his
critical and timely suggestions, this study would never have been
possible.

At last I would like to extend my heartfelt gratitude to all those who

had directly or indirectly responsible for the successful completion of
the study.
INTRODUCTION
 Introduction of the topic
These two companies constructing new ways to sell Coke and Pepsi,
but they are also thinking of ways in which to increase market share
in other beverage categories. Although the goal of both companies is
exactly the same, the two companies rely on somewhat different
marketing strategies.
The situation is both Coke and Pepsi are trying to gain market share in
this beverage market, which is valued at over $30 billion a year. Just
how this is done in such a competitive market is the underlying issue.
The facts are that each company is coming up with new products and
ideas in order to increase their market share. The creativity and
effectiveness of each company's marketing strategy will ultimately
determine the winner with respect to sales, profits, and customer
loyalty.
Not only are these two companies constructing new ways to sell Coke
and Pepsi, but they are also thinking of ways in which to increase
market share in other beverage categories. Although the goal of both
companies is exactly the same, the two companies rely on somewhat
different marketing strategies. Pepsi has always taken the lead in
developing new products, but Coke soon learned their lesson and
started to do the same. Coke hired marketing executives with good
track records. Coke also implemented cross training of managers so it
would be more difficult for cliques to form within the company. On
the other hand, Pepsi has always taken more risks, acted rapidly, and
was always developing new advertising ideas.

These companies in trying to capture market share have relied on the

development of new products. In some cases the products have been
successful. However, at other times the new products have failed. For
Coke, changing their original formula and introducing it as New
Coke was a major failure. The new formula hurt Coke as consumers
requested Classic Cokes return. Pepsi has also had its share of
failures. Some of their failures included: Pepsi Light, Pepsi Free,
Pepsi AM, and Crystal Pepsi.
Objective
ofthe
Study
 OBJECTIVES OF THE STUDY

My primary objective of doing this project is to acquire practical

knowledge of what I have studied till now and to apply it in a way
that will enhance my skills which will help me in the long run.

The main objective of the project to compare the brands awareness of

Coke & Pepsi The company were incurring huge amount of costs in
promoting the value for money but there was no fruitful result as the
incidence was not increasing, so they wanted to have a replacement
for that and they also wanted to increase the incidence of coca cola
compared to its competitors (lassi, juice, other beverages etc.). The
main aim is to give a benefit to all the parties involved i.e. the
consumer, the outlet and the company.
The following were the main objectives of the project:-

1. To know the market share of both Coca Cola and Pepsi.

2. To increase the incidence rate of coca cola India Soft Drinks.
3. To find out which brand is much sincere in its marketing
activities.
4. To Compare the market share of Coke and Pepsi brands.
5. To find out the future sales of the both brands.
 RESEARCH

METHODOLOGY
 RESEARCH METHODOLOGY

The purpose of this section is to describe the research procedure. This

includes the overall research design, sampling and data collection
method etc.

The study is mostly of exploratory in nature to provide qualitative

data about the availability of various brands and packs of Coca-Cola
with other competing brands.

Data Collection Methods

1. Primary Sources of Data:

(a) Retailers Survey Questionnaire

(b) Dealers & Distributors Survey

(c) Questionnaire

2. Secondary Sources of Data:

Catalogues of company were studied in order to have competitive
knowledge about the different brands available in the market.

Different websites, magazines & newspapers were studied to collect

the Information about present scenario of cold drink market.

The study is based on primary data and secondary data required for
the study which was collected through structured questionnaire. The
questionnaire was designed by keeping all the objectives of study in
mind.

SAMPLING UNIT

Sampling units are outlets selling Coca-Cola and Pepsi

products.

SAMPLE SIZE

Sample size is of hundred outlets.

SAMPLING TECHNIQUE

Sampling technique is simple random sampling.

METHOD OF DETA COLLECTION

Method of data collection is survey method.

RESEARCH INSTRUMENT

Research instrument is questionnaire.

 UNIVERSE

Bareilly (U.P.)

COMPANY

PROFILE

OF
 Introduction of coca cola

Coca-Cola

Coca-Cola is a cola (a type of

carbonated soft drink) sold in
stores, restaurants and
Product logo

vending machines in more

Type Cola
Manufacturer The Coca-Cola Company than 200 countries. It is
Country of origin United States
Introduced 1886 produced by The Coca-Cola
Pepsi
Company and is often
Related products RC Cola
Virgin Cola referred to simply as Coke.
Originally intended as a patent medicine when it was invented in the
late 19th century by John Pemberton, Coca-Cola was bought out by
businessman Asa Griggs Candler, whose marketing tactics led Coke
to its dominance of the world soft drink market throughout the 20th
century.

The company actually produces concentrate for Coca-Cola, which is

then sold to various 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 in cans and
bottles to retail stores and vending machines. Such bottlers include
Coca-Cola Enterprises, which is the single largest Coca-Cola bottler
in North America, Australia, Asia and Europe. The Coca-Cola
Company also sells concentrate for fountain sales to major restaurants
and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola

drinks under the Coke brand name. The most common of these is Diet
Coke, which has become a major diet cola. However,

others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-

Cola Zero, Vanilla Coke and special editions with lemon and with
lime, and even with coffee.

History of Coca-Cola
Coca-Cola was invented on 8th May 1886 by Dr John Styth
Pemberton in Jacob's Pharmacy in Atlanta, Georgia. The name Coca-
Cola was suggested by Pemberton's book-keeper, Frank Robinson. He
penned the name Coca-Cola in the flowing script that is famous today.

Coca-Cola was first sold at the soda fountain in Jacob's Pharmacy in

Atlanta. During the first year, sales of Coca-Cola averaged nine drinks
a day, adding up to total sales for that year of $50. Today, products of
The Coca-Cola Company are consumed at the rate of more than one
billion drinks per day in over 200 countries.

Coca-Cola first arrived in Great Britain in 1900 when Charles

Candler, son of Asa Candler, the owner of The Coca-Cola Company,
brought a jug of syrup with him in a visit to London . It was first sold in
Great Britain on 31st August 1900 and later went on regular sale
through soda fountain outlets, which included Selfridges and The
London Coliseum.

August 31st 2000 marked the 100th anniversary of the arrival of

Coca-Cola in Great Britain, and to celebrate the occasion we unveiled
an historic plaque to commemorate Britain's favourite soft drink.The
plaque shown below was unveiled by championship boxer and
Olympic athlete Audley Harrison and other attending Special
Olympics athletes. Coca-Cola has supported the Olympics since 1928
and the Special Olympics since 1968.
The plaque was located at 76-79, St Paul's Churchyard, London EC4,
the site where the first Coca-Cola was poured in the basement
restaurant of Spence's department store, a silk merchant and general
goods store.

In 1999 The Coca-Cola Company purchased the soft drinks brands of

Cadbury Schweppes plc in various countries, including Great Britain.
This resulted in the extension of our existing product range which
included Coca-Cola, diet Coke, Coca-Cola Cherry, Fanta, Sprite, Lilt
and Five Alive to include the Schweppes' range, Dr Pepper, Oasis,
Kia-Ora and Malvern water.

In February 2006, we launched Relentess, a new energy drink -

our 21st brand in Great Britain.

On 8th May 2006 we celebrated 120 years of inspiration at The Coca-

Cola Company. During this time the Company has evolved from one
product - Coca-Cola - to more than 400 brands in 2006.

In July 2006 we launched Coca-Cola Zero, our biggest brand launch

in over two decades. Coca-Cola Zero has the great Coke taste but with
zero sugar. The Coca-Cola brand will always be the number one focus
for CCGB but product innovation plays a vital role in the Company's
business and future. In October 2001 the isotonic sports drink
Powerade was launched, followed by the introduction of other brands
including diet Coke with Lemon, Coca-Cola Vanilla and diet Coke
Vanilla. In 2004, Fanta Apple Splash, our first low sugar brand, was
launched.

In 2004 The Coca-Cola Company's share of the carbonated soft drinks

category in Great Britain was 45.3%, and market share of the non-
alcoholic beverages was 9.9%. Source: Canadean 2004

In 2005, we launched our fifth diet Coke varient, diet Coke with
Lime, and relaunched our range of diet fruit carbonates (Fanta, Sprite,
Lilt and Dr Pepper) as the 'Z', for zero added sugar, range. We also
introduced a new Fanta choice - Fanta Summer Fruits. Another new
development in 2005 was the reformulation of Oasis to reduce the
sugar content. These developments meant that by the end of 2005,
over 35% of our sales by volume were either low in sugar or diet/light
drinks.

We also launched a sports water - Powerade Aqua+, a new sports

water drink with natural fruit flavours that is free from artificial
sweeteners and preservatives.

2005 also saw the launch of brand new choices in the form of Nestea -
an iced tea drink, plus a range of juice and juice drinks under the
Minute Maid brand.
 Indian History

came to power and Coca-Cola was thrown out of the country. In 1991,
the first generation of economic reforms was introduced and
liberalization began.
India is home to one of the most ancient cultures in the world dating
back over 5000 years. At the beginning of the twenty-first century,
twenty-six different languages were spoken across India, 30% of the
population knew English, and greater than 40% were illiterate. At this
time, the nation was in the midst of great transition and the dichotomy
between the old India and the new was stark. Remnants of the caste
system existed alongside the worlds top engineering schools and
growing metropolises as the historically agricultural economy shifted
into the services sector. In the process, India had created the worlds
largest middle class, second only to China. A British colony since
1769 when the East India Company gained control of all European
trade in the nation, India gained its independence in 1947 under
Mahatma Ghandi and his principles of non-violence and self-reliance.
In the decades that followed, self-reliance was taken to the extreme as
many Indians believed that economic independence was necessary to
be truly independent. As a result, the economy was increasingly
regulated and many sectors were restricted to the public sector. This
movement reached its peak in 1977 when the Janta party government

COKE IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when
it left rather than reveal its formula to the government and reduce 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 Thums Up (the
most trusted brand in India), 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
uty President. Seen as the driving force behind recent successful
forays into packaged drinking water, powdered drinks, and ready-to-
serve tea and coffee, Gupta and his marketing prowess were critical to
the continued growth of the Company. 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 Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes
product range. In 2000, the company 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. By 2003, Coca-Cola India had won the
prestigious Woodruf 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. 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 twenty-nine 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. In addition to its own employees, Coke
indirectly created employment for another 125,000 Indians through its
procurement, supply, and distribution networks. Sanjiv Gupta,
President and CEO of Coca-Cola India, joined Coke in 1997 as Vice
President, Marketing and was instrumental to the companys success
in developing a brand relevant to the Indian consumer and in tapping
Indias vast rural market potential. Following his marketing
responsibilities, Gupta served as Head of Operations for Company-
owned bottling operations.
 COMPANYS

ORGANISATION

STRUCTURE
 COMPANY STRUCTURE

Founded in 1886 by pharmacist John Styth Pemberton in Atlanta,

Georgia, The Coca-Cola Company is the world's leading
manufacturer, marketer, and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 brands. The
Coca-Cola Company continues to be based in Atlanta and
employs 49,000 people worldwide, with operations in over 200
countries.
COCA-COLA GREAT BRITAIN (CCGB)

Coca-Cola Great Britain (CCGB) is responsible for marketing 21

brands (over 100 products) to consumers in Great Britain, developing
new brands, extending existing brands and protecting Coca-Cola trade
marks in Great Britain. CCGB employs around 130 people at its
headquarters in West London.
 COCA-COLA ENTERPRISES LTD (CCE)

Coca-Cola Enterprises Ltd (CCE) is the local bottler responsible for

the manufacturing, distributing, sales and trade marketing of the
brands of CCGB throughout England, Scotland and Wales. It employs
around 5,000 people at its various sites across Britain. Click here for
more information about CCE.

THE COCA-COLA SYSTEM

Together, CCGB and CCE form one 'system' which is referred to as

'The Coca-Cola System', but is not a single entity from a legal or a
management point of view. The two businesses work together closely
and have taken a joint approach to corporate responsibility in
particular, because while some issues are relevant to one business and
some to the other, still more are relevant to both.
ORGANIZATION STRUCTURE OF SALES DEPARTMENT

VICE PRESIDENT
(ALL INDIA)

TERRITORY TERRITORY TERRITORY TERRITORY

DEVELOPMENT DEVELOPMEN DEVELOPMENT DEVELOPMENT
MANAGER T MANAGER MANAGER
(EAST) MANAGER (NORTH) (SOUTH)
(WEST)

A
A A A A A
D D
C D D D D
C A A
C C C C D D
C C

CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER

EXECUTIVES EXECUTIVES EXECUTIVES EXECUTIVES EXECUTIVES

DISTRIBUTOR DISTRIBUTOR
S DISTRIBUTOR DISTRIBUTOR S
S S

ROUTE ROUTE ROUTE ROUTE

AGENTS AGENTS AGENTS AGENTS
 NOTE:- ADC Means- Area Development Controller

VISION,

MISSIONAND

VALUESOF
 Vision, Mission And Values

These are the declarations of our overall mission and goals, and the
values that we are guided by as a company and as individuals.

THE COCA-COLA COMPANY MISSION

To refresh the world - in mind, body and spirit
To inspire moments of optimism - through our brands and
actions, and
To create value and make a difference - everywhere we engage

THE COCA-COLA COMPANY VISION

Profit: Maximising return to shareowners while being mindful of our

overall responsibilities.
People: Being a great place to work where people are inspired to be
the best they can be.
Portfolio: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of partners and building
mutual loyalty.
Planet: Being a responsible global citizen that makes a difference.

THE COCA-COLA COMPANY VALUES

Our shared values that we are guided by are:

Leadership
Passion
Integrity
Accountability
Collaboration
Innovation
Quality
 BRAND

PORTFOLIO

BRAND PORTFOLIO
Name Launched Discontinued Notes Picture

Coca-Cola 1886

Mexico
Coca-Cola
1985
Cherry

American Samoa, Austria, Belgium, Brazil,

China, Denmark, Federation of Bosnia and
Herzegovina, Finland, France, Germany,

Coca-Cola Hong Kong, Iceland, Korea, Luxembourg,

2001 2005
with Lemon Macau, Malaysia, Mongolia, Netherlands,
Norway, Philippines, Reunion, Singapore,
South Africa, Spain, Sweden, Switzerland,
Taiwan, Tunisia, United States, and West
Bank-Gaza
Australia, Hong Kong, South Africa, New
Coca-Cola 2002 2005 Zealand (600ml and 350ml only) and Russia
Vanilla It was reintroduced in June of 2007 by
2007 popular demand

Was only available in Japan, Canada, and the

2004 2007
Coca-Cola United States.
C2

Coca-Cola
2005
with Lime

Coca-Cola
June 2005 End of 2005 Only was available in New Zealand.
Raspberry

Only available in Federation of Bosnia and

Coca-Cola
2005 Herzegovina, Germany, Italy, Spain, Mexico
M5
and Brazil
Coca-Cola Middle of Was replaced by Vanilla Coke in June of
2006
Black 2007 2007
Cherry
Vanilla
Only available in the United States, France,
Coca-Cola
2006 Canada, Czech Republic and Federation of
Blk
Bosnia and Herzegovina
Only available in Federation of Bosnia and
Coca-Cola
2007 Herzegovina, Mexico, New Zealand and
Citra
Japan.
Coca-Cola
2008 Only available in France.
Light Sango

Coca-Cola Only available in United Kingdom and

2009
Orange Ireland

BRANDS LOGO
 India:

Ataglance

PRESIDENTS PROFILE
Atul Singh
President & CEO, Coca-Cola India

Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005.
Prior to this assignment, Atul Singh was the President of East, Central & South (ECS) China
Division in January 2005. Given the strategic importance of China, a Division within the
greater China Division was created. ECS China Division consists of Shanghai, the Swire
Territories of China, Hong Kong and Taiwan. Additionally, Atul was also responsible for the
global and strategic Key Customer Relationships for Greater China and was a member of the
Customer Leadership Council.

Prior to his appointment as the President of East, Central and South China Division, Atul
served as Deputy Division President and headed the Operations group of China Division.
Under Atul's leadership, mainland China operations were among the fastest growing Coca-
Cola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola
system in 1998 as Vice President, Operations of Coca-Cola India Division. He led the
Franchise Operations and Key Accounts group of the India Division from 1998 to 2001. Atul
then joined the China Division in July of 2001 as Region Manager of East China, China
Division. Under his leadership, East China Region exceeded volume and profit targets by
growing at double the rate of other regions.

Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and
held several roles including Country General Manager, Nigeria (1995-1998), CFO then
General Manager, Romania (1992-1995) and Finance Manager, USA Body Care (1990-
1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New York.
Atul, holds a MBA degree from Texas Christian University
 Coca-Cola, India: At a Glance

200 countries. 49,000 employees, 400 brands, 4 out of the

worlds top 5 soft drink brands. US$ 21 billion revenues
 India: Investment of US$ 1 billion. 5,000 employees, 25 wholly-
owned, 35 franchisee owned bottling operations. 27 contract
packers

Citizenship Efforts in tandem with local NGOs to alleviate

community issues in the areas of its bottling plants

Factors for success: Diverse product portfolio, Brand building,

Affordable entry price point, Strong brand pull. Ultra low cost
model, minimized internal capital requirements

For Coca-Cola, India is: Sourcing base for various commodities,

huge market.

Future plans, India: Increasing per capita consumption of

beverages, expanding distribution networks. Leading the
beverage revolution in India
 All India Division COBOs Are now ISO 14001 Certified

All 25 of the India Divisions Company-owned bottling plants have gained the international
standard ISO 14001 Environment Management System certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental

Management.

A company must demonstrate management commitment, the total involvement of all

employees and a compliance with applicable regulatory and internal company standards.

Strict division compliance

with the ECO system ensured
that the bottling plants were
ready to meet the tough
evaluation criteria and
standards of the ISO auditors.
 BRINDAVANBEVERAGES

LIMITEDBAREILLY

BRINDAVAN BEVERAGES LIMITED

BAREILLY

Brindavan beverages had a franchisee agreement with Parle exports

ltd. For 10 years manufacture and seed its products.
During November 1993, Parle exports sold all of its 60 franchisee to
Coca-Cola India in order to compete with Pepsi. In this way, BBL has
undergone in the territory of Coca-Cola. The company is
manufacturing and selling 200ml, 300ml, 500ml, 2ltr of Thumps up,
Limca, Coke, Fanta, Sprite & Kinley Soda for Bareilly & other
nearby districts such as Badaun, Moradabad, Rampur, Pilibhit,
Nainital, Haldwani etc.
BBL has its production unit having speed of 1520 bottles per minute,
PET 40 bottles minute, located at PARSAKHERA Industrial area
BAREILLY. The Storage of filled bottles is done in a huge godown
which is located at next to the production unit. The M.D. is the head
of the organization.
Distribution Network
As it has been already stated that this particular plant has been taken
over by the Coca-Cola Company it has 85 distributors, many depots
cover 16 districts under its belt and they are still growing. The name
of districts it covers is as follows.

Bareilly, Badaun, Haldwani, Shahjahanpur, Pilibhit, Rampur,

Moradabad, Chamoli, Pithoragarh, Lakhimpur, Nainital, Almora,
Karnprayag, Rudraprayag, Kashipur, Rudrapur,Ramnagar
Right from the first year of the incorporation the company is running
in top profit. This is just because of many reasons. One of them is that
there is no other plant in nearby. and also the saving due to local
company in the region. It tends to lower distribution cost,
transportation cost, which gives good margins to the distributors and
retailers and company as well.

Marketing Activities places in the Coverage Area

Bareilly, Budaun, Rampur, Moradabad, Shahjahanpur, Almora,

Chamoli, Pithoragarh, Nainital, Ranikhet , Lakhimpur, Pilibhit

DISTRIBUTION PROCESS:-
The Coca-Cola soft drinks are produced in the plant at Kanpur here
products are supplied to the warehouse.
From warehouse the products are distributed through Direct &
Indirect Routes.

DIRECT ROUTE:-
The Direct Routes are those in which the company owned trucks run
by salesman cum driver, distribute products to the retailers.

INDIRECT ROUTE:-
Indirect Routes are those in which products are supplied to the
distributors appointed to the different areas.
The distributors then distribute products in their own trucks or tempo
to the retailers. Finally retailers serve the products to the customers.

DISTRIBUTION PROCESS
 FACTORY

WAREHOUSE

DIRECT ROUTE INDIRECT ROUTE

RETAILERS DISTRIBUTORS

CONSUMERS RETAILERS

CONSUMERS

PROMOTIONAL ACTIVITIES

Promotional activities play a greater and important role in the entire

marketing effort being carried out by B.B.L.Pvt. Ltd., are to generate
more sales as well as the create and maintain an image of its product.
Thus B.B.L.Pvt. Ltd carried out its promotional activities as a
controlled and integrated program of communication and material
design to present its soft drink to the prospective customer. It also
helps in communication the need satisfying qualities of soft drink, to
facilitate the sales and eventually to contribute towards the profit in
long range.
The tools used by B.B.L.Pvt. Ltd. for fulfilling the various purposes
of its promotional activities are the following:-

Point of sale display

Dealers sales contest
Sales promotion through special event market
Sales promotion through salesman that is personal selling.
Advertising
Incentives

Point of Sale Display

A sensible man does not have to go far to find out whatever a

common panwala knows that people buy with their eyes. Every item
on sale in a shop is displayed in front where people can see it at the
first sight. It is the same with all the shops and vendors in towns
either selling consumers or selling soft drinks. Rather in selling a
product like COKE display is more than help, it is an essential
element because soft drink is bought on impulses on the spur of the
movement. Thus, the product is tested when it is brought at peoples
attention.
Dealers sale contest
Another method of sales promotion being used by the B.B.L.Pvt. Ltd.
through its distributors is to conduct dealers sales contest during the
peak seasons i.e. during April to July. In it the dealers are given prize
in the form of free cases of soft drinks. In the contest at first his or
her respective distributors according to their categorize each dealer.
Then each distributor fixes a target of minimum sale for each category
to which every dealer according to his or her category has to achieve
during the contest period. The dealers achieving highest sales over
and above the target set is giving the awards as under, the order of
prizes announced first prize, 2nd prize, 3rd prize in terms of number of
free cases of soft drinks.

Special event market

The dealers at special event sport place the banners and stall of
Pepsis products like picnic fates cricket test match, social are used to
cater the people. It helps in promoting the sale as well as in creating
an image of products.
 Salesman contest

Salesman contest are held to motivate the sales man. Under the
scheme salesmen are given monetary incentive on the basis of sale
made in their given route.

Media planning

A very important part of advertising is to decide the medium of

advertising and how much to spend in each media:-
Newspaper & Magazines
Radio
TV
Hoarding
Product of sales materials (paintings, glow signs, D. Board)

Advertising is one of the important factors, which all put together

results sales. It has to be backed by the distribution network, effective
servicing, dealer, goodwill and so on. Thus, advertising has to be
very carefully woven with the entire demand

All advertisement expenditure is incurred by Coca-Cola India. Only

display board and wall paintings expenditure is done by the
company.It is 8 to 10 % of the sale of the year.
Brindavan Beverage Pvt. Ltd.

PRODUCTS PROFILE
The world's favourite drink. The world's most valuable brand. The
most recognizable word across the world after OK. Coca-Cola has a
truly remarkable heritage. From a humble beginning in 1886, it is now
the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when 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 had signed as Karishma Kapoor, cricketers such as
Srinath, Sourav Ganguly, southern celebrities like Vijay in the past
and today, its brand ambassadors are Aamir Khan, Aishwarya Rai,
Vivek Oberoi and cricketer Virendra Sehwag.

Glass PET Can Fountain

200 ml, 300 ml, 500 500 ml, 1.5 L, 330 ml Various Sizes
ml, 1000 ml 2 L, 2.25 L,
500 ml + 100 ml

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 flavour soft drink in the
country.

The success formula? The sharp fizz and lemoni bite combined with
the single minded positioning of the
brand as the ultimate refresher has
continuously strengthened the brand franchise.
Limca energizes, refreshes and transforms. Dive
into the zingy refreshment of Limca and walk
away a new person ..

Glass PET Can Fountain

500 ml, 1.5 L,
200 ml, 300 ml, 500 ml,
2 L, 2.25 L, 330 ml Various Sizes
1000 ml
500 ml + 100 ml

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink
and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired
by The Coca-Cola Company in 1993.
 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.

Glass PET Can Fountain

500 ml, 1.5 L,
200 ml, 300 ml, 500 ml, 1000
2 L, 2.25 L, 330 ml Various Sizes
ml
500 ml + 100 ml

Internationally, Fanta - The 'orange' drink

of The Coca-Cola Company, is seen as one
of the favorite drinks since 1940's. Fanta
entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is
identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting
taste and tingling bubbles that not just uplifts feelings but also

helps free

spirit thus encouraging one to indulge in the moment. This positive

imagery

is associated with happy, cheerful and special

tiems with friends.

Glass PET Can Fountain

200 ml, 300 ml, 500 ml, 1.5 L,
2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml
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.

Why? With a strong appeal to the youth,
Sprite has stood for a straight forward and honest
attitude.Its clear crisp refreshing taste
encourages the today's youth to trust their
instincts,influence them to be true to who they are and to obey their
thirst.

Glass PET Can Fountain

500 ml, 1.5 L,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml

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.

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 mein Aam, Maaza hain 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 the 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

Glass Tetrapak PET Fountain

200 ml, 125 ml,
1000 ml Various Sizes
250 ml 200 ml
 Water, a thirst quencher that refreshes, a
life giving force that washes all the toxins
away. A ritual purifier that cleanses,
purifies, transforms. Water, the most basic
need of life, the very sustenance of life, a
celebration of life itself.

The importance of water can never be

understated. Particularly in a nation such as India where water
governs the lives of the millions, be it as part of everyday rituals or as
the monsoon which gives life to the sub-continent.
Kinley water understands the importance and value of this life giving
force. Kinley water 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 the

Coca-Cola Company. That is why they introduced Kinley
with reverse-osmosis along with the latest technology to
ensure the purity of their product. That's why they go
through rigorous testing procedures at each and every location where
Kinley is produced.Because they believe that right to pure, safe
drinking water is fundamental. A universal need, that cannot be left to
chance.

In the company's journey towards

the vision 'leading the beverage
revolution in India', now even Garam matlab Coca-Cola. A hot new
launch from Coca-Cola India.

Georgia, quality tea and coffee served from state of the art vending
machines is positioned to tap into the nations biggest beverage
category.

Georgia, which promises a great tasting, consistent, hygienic and

affordable cuppa is available in a range of sizzling flavours, adrak,
elaichi, masala and plain tea cappuccino, mochaccino and regular
coffee.

Georgia is currently in the roll out stage after a successful launch in

Delhi & Kolkata. Georgia aims to become the consumers preferred
choice of hot beverage when he is on the go, the brand is well on
course to achieving its vision.While Georgia is a mass
market offering, Georgia Gold is the premium brand
which caters to the connoisseur. Made from freshly
roasted and ground coffee beans, Georgia Gold is
delicious tasting aroma with the tantalizing aroma of
fresh coffee. Currently available exclusively at
McDonalds outlets across the country Georgia Gold has
driven coffee sales through the roof. The success of hot beverages
from Georgia Gold has resulted in extension into the cold category,
with the introduction of Ice Tea and Cold Coffe.
CompanyProfile

Of
 Pepsi

Pepsi-Cola is a carbonated
Pepsi
beverage that is produced
Brand logo
and manufactured by
Type PepsiCo. It is sold in
Cola
stores, restaurants and
Manufacturer
PepsiCo.
from vending machines. It
Country of origin
United States was first made in the
Introduced
16 June 1903 1890s by pharmacist Caleb

Related products Coca-Cola

Bradham in New Bern,
RC Cola North Carolina. The brand
Dr. Pepper
Inca-Cola was trademarked on June
Irn Bru 16, 1903. There have been
many Pepsi variants produced over the years since 1903, including
Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi
Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available
in Finland and Brazil), Pepsi Next (available in Japan and South
Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, and Pepsi Ice
Cucumber in Japan.

Indra Nooyi : Global Vision on Performance with Purpose

I want people to look at PepsiCo and think of it as a model

of how to conduct business. We call it "Performance with Purpose"
and it means we bring together what is good for business and good for
the world.

As a child in India, my mother would ask a simple but compelling

question: "What would you do to change the world?" Today, I know
my answer would be that I want to lead a company that is a force for
good in the world.

A good company makes products that responsibly nourish people,

physically and spiritually. At PepsiCo, we are committed to building a
fully balanced portfolio, making our treats more healthy and
providing consumers with a full range of nutritious products such as
Tropicana and Quaker.

A good company tries to minimize its impact on the environment and

replenish the earth. At PepsiCo, we are focused on water, energy and
packagingareas in which we can make the biggest impact.
Agricultural needs are an important part of this.

A good company cherishes its people. We must attract, develop and

retain the best people.

As a key market, India is a critical part of this vision. PepsiCo is

committed to achieving "Performance with Purpose" in India-- to
being a company that is good for society.

Specifically in the area of Environmental Sustainability, PepsiCo in

India is engaged in a wide range of initiatives aimed at protecting the
environment and reducing our impact on it. Water is a particular
priority for us and our record in advancing agricultural development
in India is virtually unparalleled.
We are committed to using water responsibly and helping to promote
community access. Across our manufacturing operations we have
very active conservation programs. To increase water supplies in dry
areas, were treating and reusing waste water.

And where monsoons create vast amounts of water that are normally
lost to runoff, we use roof harvesting and other methods to collect
water and rejuvenate the aquifers.

In the last six years those initiatives in India have enabled us to slash
our water use by over 60%. And weve undertaken a number of other
initiatives to improve community access to safe water.

Our agro programs in India are another good example. Its not well
known today, but when PepsiCo launched its business in India, we
undertook some pioneering efforts. We like to describe our
engagement in agriculture as being from farm to fork. We began
working directly with thousands of farmers in Punjab and other states
to improve and refine techniques to raise productivity -- ultimately
improving their incomes and quality of life.

At the same time, we introduced critical food processing technology.

That meant fewer fruits and vegetables would rot on their way to
market and more could be sold across India -- or be exported. To
most people were a soft drink company but in fact today our
exports of Indian produce generate more than $60 million annually.
As India illustrates, the impact of our initiatives tends to be local,
much like our businesses.

Yet make no mistake: Our commitment is truly global

PepsiCo India Vision : Sanjeev Chadha, India Beverages CEO

As PepsiCo continues to achieve success and growth in

India, we believe we are delivering more than financial performance,
by continuously giving back to the communities we serve and our
environment, to make tomorrow better than today.

Being a caring corporate citizen is not new to PepsiCo in India. Since

inception in 1989 we have actively supported Indian agriculture and
several social and environmental causes. Today we call it
Performance with Purpose, and I am very excited and committed to
building on the strong foundation and redoubling our efforts on the
Purpose agenda in four critical areas where we can leverage the
power of PepsiCo to make a difference.

We are committed to expanding our efforts in replenishing water

across our plants and providing communities access to clean water.
Our agri-partnerships with farmers are being scaled up to help
farmers earn more. We continue to expand our initiative to convert
waste to wealth across several cities by recycling and converting
household garbage to economically benefical products which generate
income and benefit more than 100,000 people. And we are committed
to improving the health and well-being of our children through
innovative healthier offerings and expanding programs that encourage
physical activity for kids.

I am pleased to share with you details that provide you with a closer
look at our Purpose agenda the many ways our teams across India
are giving back to communities. Do write to us at:
tomorrowbetterthantoday@intl.pepsico.com to share your thoughts
and ideas on this exciting journey.

Best wishes,
Sanjeev Chadha
 Overview of Pepsi

The company consists of PepsiCo Americas Foods (PAF), PepsiCo

Americas Beverages (PAB) and PepsiCo International (PI).

PAF includes Frito-Lay North America, Quaker Foods North America

and all Latin America food and snack businesses, including Sabritas
and Gamesa businesses in Mexico. PAB includes PepsiCo Beverages
North America and all Latin American beverage businesses. PI
includes all PepsiCo businesses in the United Kingdom, Europe, Asia,
Middle East and Africa. PepsiCo brands are available in nearly 200
countries and generate sales at the retail level of more than $98
billion.
Some of PepsiCo's brand names are more than 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through
the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in
1998 and PepsiCo merged with The Quaker Oats Company, including
Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and

preference -- from fun-for-you items to product choices that
contribute to healthier lifestyles.

PepsiCos mission is To be the world's premier consumer products

company focused on convenient 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 Headquarters

PepsiCo World Headquarters is located in Purchase, New York,

approximately 45 minutes from New York City. The seven-building
headquarters complex was designed by Edward Durrell Stone, one of
America's foremost architects. The building occupies 10 acres of a
144-acres

complex that includes the Donald M. Kendall Sculpture Gardens, a

world- acclaimed sculpture collection in a garden setting.
The collection of works is focused on major twentieth century art, and
features works by masters such as Auguste Rodin, Henri Laurens,
Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo
Pomodoro and Claes Oldenberg. The gardens originally were
designed by the world famous garden planner, Russell Page, and have
been extended by Franois Goffinet. The grounds are open to the
public, and a visitor's booth is in operation during the spring and
summer.

Our commitments

Responsibility and Trust form the foundation Our values reflect

our aspirations - the kind of company we want Pepsico to be. We
express our values in the form of a commitment. Our commitment
is:

Sustained Growth is fundamental to motivating and measuring our

success. Our quest for sustained growth stimulates innovation, places
a value on results, and helps us understand whether today's actions
will contribute to our future. It is about growth of people and
company performance. It prioritizes making a difference and getting
things done.
Empowered People means we have the freedom to act and think in
ways that we feel will get the job done, while being consistent with
the processes that ensure proper governance and being mindful of the
rest of the company's needs.

for healthy growth. It's about earning the confidence that other people
place in us as individuals and as a company. Our responsibility means
we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between
ourselves and others by walking the talk and being committed to
succeeding together.
 Coca Cola V/s Pepsi: Battle of Brands

1975 heralded the Pepsi Challenge, a landmark marketing

strategy, which convinced millions of consumers that the taste of
Pepsi was superior to Coke. Simultaneously, Pepsi Light, with a
distinctive lemon taste, was introduced as an alternative to
traditional diet colas. In 1983 Coke launched aspartame/saccharin
blend Diet Coke. In response in 1989 Pepsi-Cola introduced an
exciting new flavor, Wild Cherry Pepsi. Thus Diet Pepsi's 'The
Other Challenge' campaign was based around a 54-46% lead over
Diet Coke in independently researched taste tests in Australia. It
was only in 1996 that Pepsi unveiled a revolutionary 'blue' look
worldwide 'to transform the image and attitude' of one of the
world's best-known brands. 'Pepsi Blue represents a quantum leap
into the future and redefines how the Cola Wars will be fought and
won in the 21st Century.'
The situation is both Coke and Pepsi are trying to gain market
share in this beverage market, which is valued at over $30 billion a
year. Just how this is done in such a competitive market is the
underlying issue. The facts are that each company is coming up
with new products and ideas in order to increase their market
share. The creativity and effectiveness of each company's
marketing strategy will ultimately determine the winner with
respect to sales, profits, and customer loyalty.
Not only are these two companies constructing new ways to sell
Coke and Pepsi, but they are also thinking of ways in which to
increase market share in other beverage categories. Although the
goal of both companies is exactly the same, the two companies
rely on somewhat different marketing strategies. Pepsi has always
taken the lead in developing new products, but Coke soon learned
their lesson and started to do the same. Coke hired marketing
executives with good track records. Coke also implemented cross
training of managers so it would be more difficult for cliques to
form within the company. On the other hand, Pepsi has always
taken more risks, acted rapidly, and was always developing new
advertising ideas. .
Both companies have also relied on finding new markets,
especially in foreign countries. In the foreign markets, Coke has
been more successful than Pepsi. For example, in Eastern

Europe, Pepsi has relied on a barter system that proved to fail.

However, in certain countries that allow direct comparison, Pepsi
has beat Coke. In foreign markets, both companies have followed
the marketing concept by offering products that meet consumer
needs in order to gain market share. For instance, in certain
countries, consumers wanted a soft drink that was low in sugar,
yet did not have a diet taste or image. Pepsi responded by
developing Pepsi Max
.
These companies in trying to capture market share have relied on
the development of new products. In some cases the products have
been successful. However, at other times the new products have
failed. For Coke, changing their original formula and introducing
it as New Coke was a major failure. The new formula hurt Coke
as consumers requested Classic Cokes return. Pepsi has also had
its share of failures. Some of their failures included: Pepsi Light,
Pepsi Free, Pepsi AM, and Crystal Pepsi.
One solution to increasing market share is to carefully follow
consumer wants in each country. The next step is to take fast
action to develop a product that meets the requirements for that
particular region. Both companies cannot just sell one product; if
they do they will not succeed. They have to always be creating and
updating their marketing plans and products. The companies must
be willing to accommodate their target markets. Gaining market
share occurs when a company stays one-step ahead of the
competition by knowing what the consumer wants.

Coke V/s Pepsi in India:

Coca-Cola controlled the Indian market until 1977, when the

Janata Party beat the Congress Party of then Prime Minister Indira
Gandhi. To punish Coca-Cola's principal bottler, a Congress Party
stalwart and longtime Gandhi supporter, the Janata government
demanded that Coca-Cola transfer its syrup formula to an Indian
subsidiary. Coca-Cola balked and withdrew from the country.
India, now left without both Coca-Cola and Pepsi, became a
protected market. In the meantime, India's two largest soft-drink
producers have gotten rich and lazy while controlling 80% of the
Indian market. These domestic producers have little incentive to
expand their plants or develop the country's potentially enormous
market. Some

analysts reason that the Indian market may be more lucrative than
the Chinese market. India has 850 million potential customers, 150
million of whom comprise the middle class, with

disposable income to spend on cars, VCRs, and computers. The

Indian middle class is growing at 10% per year. To obtain the
license for India, Pepsi had to export $5 of locally made products
for every $1 of materials it imported, and it had to agree to help
the Indian government to initiate a second agricultural revolution.
Pepsi has also had to take on Indian partners. In the end, all parties
involved seem to come out ahead: Pepsi gains access to a
potentially enormous market; Indian bottlers will get to serve a
market that is expanding rapidly because of competition; and the
Indian consumer benefits from the competition from abroad and
will pay lower prices. Even before the first bottle of Pepsi hit the
shelves, local soft drink manufacturers increased the size of their
 bottles by 25% without raising costs.

Coke, Pepsi on a rural drive to push sales

Soft drinks giants Coca-Cola and Pepsi have signed on thousands of

new retailers in a drive into rural India that has pushed up sales
steeply.

Coca-Cola has made its beverages available in 40,000 additional

villages in the last three years.

As a result, the rural areas now contribute 35 per cent of the

company's sales compared with 25 per cent in 2000.

"Sales volumes have jumped by over 125 per cent in some rural
areas," Coca-Cola India deputy president Sanjiv Gupta said.

In order to service far-flung markets better, Coca-Cola has doubled

the number of refrigerators in the market to 500,000 and added 5,000
new autos and light commercial vehicles to its fleet in the last one
year.

While refusing to divulge absolute numbers, Pepsi also says it has

doubled distributors, cooling capacity and even the number of
vehicles in rural areas.
Thus, the contribution of rural areas to total sales has climbed from
below 10 per cent to 10-15 per cent for Pepsi in the last couple of
years.

Pepsi has added more than 200 people to drive rural activation
programmes and ensure improved coverage and market penetration.
In addition, a new "hub and spoke" model has been put in place to
drive the rural expansion plan.

"The model drives revenue as critical glass turns around faster,

thereby providing an opportunity to expand rural coverage and
allowing penetration into markets that were previously logistically
unreachable," a Pepsi spokesperson said.

Both companies say there is untapped potential

in the rural areas that will fuel quick growth in
the coming years. Per capita soft drinks
consumption in rural areas is only 2.8 litres
compared with 7.4 litres nationally.In
comparison, urban dwellers in the country's top
metros, who form 4.2 per cent of the country's
population, consume 49 litres annually.
Increased penetration in rural areas is driving growth for both
Coke and Pepsi. Growth in the soft drinks sector was almost
stagnant two years ago but has now climbed to over 40 per cent.
The growth rates have been achieved by a combination of aggressive
marketing and new strategies. One powerful driver has been the 200
ml packs introduced to target rural areas.

Gupta says while only four rotations of 300 ml bottles could happen
in one year, the 200 ml bottles are coming back at least 10-14 times.

He added that the capacity was being fully utilised this year and the
year round capacity utilisation had gone up from 50 per cent to 75 per
cent.

However, growth was not only happening in rural areas but even in
metros like Hyderabad and Delhi, where consumption had risen by
more than 75 per cent, Gupta added.

Conclusion:
Advertising professionals realize that the heart of any campaign is
not just the product but also the position it holds in people's minds.
Thus the New Coke fiasco couldnt have been predicted nor could
the overwhelming response to Classic Coke.
In the interest of aligning their marketing campaigns with various
sets of social values, companies like the cola giants, may try to
emphasize their reputation for ethical conduct or the social value
of their products. They might enter under-served markets, with the
dual aim of distributing goods and services to those who might not
otherwise have access to them, and at the same time finding
profitable new business niches and creating good will toward the
company. Coke and Pepsi are practicing social marketing in rural
India and interior China.
International marketing can be very complex. Many issues have to
be resolved before a company can even consider entering
uncharted foreign waters. This becomes very evident as one
begins to study the international cola wars. Often, the company
that gets into a foreign market first usually dominates that
country's market.
 Literature

review

LITERATURE REVIEW

ADVERTISING AND SALES PROMOTION

Advertising is the dissemination of information by non-personal
means through paid media where the source is the sponsoring
organization. The messages carried in-medias. Advertising objectives
serve as guidelines for the planning and implementation of the entire
advertising programme. It helps the consumer to save their time in
purchases.

It helps the manufacturer sell their products. The relation between

wholesalers and retailers is improved through advertising. Sales
promotion consists of diverse collection of incentive tools, mostly
short-term designed to Sales promotion tools vary in their specific
objectives. A free sample. Stimulates consumer trial, while a free
management advisory service comments a long-term relationship with
a retailer stimulates quicker and / or greater purchase of a particular
product by consumers or the trade. Rationale of sales promotion may
be analyses for Short-term results, Competitive Pressure, Buyers
expectations, Low quality of retail selling. There is wide acceptance
that sales promotion is one of the most mismanaged of all marketing
functions. The report contained advantages, purpose of advertising
and sales promotion. It also discussed rationale, plan preparation,
integrating and planning advertising and sales promotion

Adverting is only one element of the promotion mix, but it often

considered prominent in the overall marketing mix design. Its high
visibility and pervasiveness made it as an important social and
encomia topic in Indian society. Promotion may be defined as the co-
ordination of all seller initiated efforts to set up channels of
information and persuasion to facilitate the scale of a good or service.
Promotion is most often intended to be a supporting component in a
marketing mix. Promotion decision must be integrated and co-
ordinated with the rest of the marketing mix, particularly
product/brand decisions, so that it may effectively support an entire
marketing mix strategy. The promotion mix consists of four basic
elements. They are:-

1. Advertising
2. Personal Selling
3. Sales Promotion, and
4. Publicity
1. Advertising is the dissemination of information by non-personal
means through paid media where the source is the sponsoring
organization.
2. Personal selling is the dissemination of information by non-
personal methods, like face-to-face, contacts between audience and
employees of the
Sponsoring organization. The source of information is the
sponsoring organization.
3. Sales promotion is the dissemination of information through a wide
variety of activities other than personal selling, advertising and
publicity which stimulate consumer purchasing and dealer
effectiveness.
4. Publicity is the disseminating of information by personal or non-
personal means and is not directly paid by the organization and the
organization is not the source.
 Analysis&

Interpretati

on

Analyze of the retailers who keep different brands of cold drink.

Data based on the response of 100 retailers.
 Brands Coca Cola Pepsi Both Others
No. of retailers 24 16 51 09

Most selling cold drink per month in the region, data based on the information of 100
retailers.
Cold Drinks Coca Cola Pepsi Thums up Mazza Others
No. of 300 6968 5687 3675 2376 6456
ml bottles

Analyze of regular supply of different brands based on the information given by 100
retailers
 Brands Coca Cola Pepsi Others
Regular Supply 54 43 03

Analyze of different brand on the basis of their problem solving nature regarding
product and services (sample size of 100 retailers).

Brands Coca Cola Pepsi Others

Problem Solution 47 39 14
Analyze of which brand provides cooling accessories at a cheaper rate or free to the
retailers. Data based on the response of 100 retailers.

Brands Coca Cola Pepsi Others

Cooling accessories 56 40 04
Analyze of which company provides good profit margin to their retailers. Data based on
the response of 100 retailers.

Brands Coca Cola Pepsi Others

Profit Margins 52 45 03
 Findings

Findings

Coca Cola products have high brand awareness among the

consumers in regard of its competitive brand Pepsi.
 Coca Cola has a wide reach at the rural and urban areas in
comparison to its competitor Pepsi.

Coca colas marketing executives visits their retailers very

frequently and updates their requirements.

The demand of Coca Cola is much higher then Pepsi on various

occasions such as festivals, fairs, and parties.

Coca Cola invest much more on advertisement and promotion to

increase its demand then its competitor Pepsi.

Coca Cola gives cash discount to increase the demand, but on

the other hand Pepsi gives more attention on flavor discount.

Retailers always like to keep the advance stock of Coca Cola

then Pepsi.
 SWOT

ANALYSIS

SWOT ANALYSIS

STRENGTH

Strong brand Coca Cola and Thums up in Coca Cola segment

 Advanced technology.

Modified and attractive packing.

Proper Selection of plant lay out.

WEAKNESS

Unskilled labor at distribution level.

Lack of labor in distributions.

Lack of imitativeness at distribution level.

OPPORTUNITIES

Good rural well as urban market.

Direct distribution.

Low distribution cost.

THREATS

Intense competition with Pepsi.

Illegal distribution done by some distributors.

Infiltration of the same brand products in markets.

 Limitations

Limitations of the Study

Due to time & money constraints, it is difficult to visit each

& every market & interiors.
 In order to maintain secrecy about the various aspects of the
outlets, retailers sometimes may not provide exact details.

In some cases, retailers are not able to give the required

information as many of them are illiterate & do not maintain
proper records.

Many Retailers were not interested in giving feedback.

During survey I had to wait in point of sales for Retailers,

Many of the Retailers, I visited had no time to fill

questionnaire.

Many of the time when I asked Retailers to fill the form, they

started talking about their problems and asked me to solve the

problems they were facing instead of filling the form.

 Suggestions

Suggestion

This year Company Introduce 200 ml bottle which has top and
highest demand in the market among all various other size
bottle, but Company was not able to meet and fulfill required
demand of the market. So Company should make sufficient
 effort to meet the demand of this loyal customer and target
market.

In city about 100% enterprises are free enterprises. So these

enterprises are the prospective outlets for being Coca-Cola
monopoly enterprises and extend their availability.

To good image in the eyes of retailers, Coke should provide

more sale generating assets.

To improve its relationship with retailers, Coke should appoint

more man power to repair chilling equipment so that it can
remove the complaints of retailers that their assets are not
working properly by Coke.

It should provide more and suitable schemes to retailer so that it

can increase its supply in the market.

The company will have to build credibility and image of reliable

suppliers.

The company should send sales executives in this area,

frequently (twice in a week) to under stand their problems.

The company should sponsor mega events of the locality like,

Dusshera mela & Diwali Mela and other big events.

The company should advertise aggressively during October to

February to pick up the sale as during this period company has
very little amount to sale.
 The company should organize market survey program regularly.
 Bibliography

BIBILIOGRAPHY

I have taken the help of many sources which provided me the valuable information about
Coca Cola and Pepsi. This information helped me in presenting this report in an effective and
efficient manner.
My valuable source for primary data collection was Questionnaire.

Sources of secondary data:-

BIBILIOGRAPHY
Kothari C.R.; Research Methodology, New Age, New Delhi,2007.
Ramaswamy V.S., Namakumari S.; Marketing Management, MacmillaIndia Ltd,
2003.
Kotletr P.; Marketing Management,Darling Kindersley(India)Pvt.
Ltd.,Delhi,2005.
Saxena Rajana ; Marketing Management, Tata McGraw Hill,New Delhi, 2004.
Czinkota, M.R.; Marketing Management, Pearson Education Asia,New Delhi,

WEBLIOGRAPHY.
www.google.com
www.cocacola.com
www.wikipedia.com
www.pepsiindia.co.in

Magazines and News Papers:

Business today magazine
Business outlook magazine
Economic Times
Business Standard