Pepsi is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. Pepsi arrived on the market in India in 1988. PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Volta’s India Limited.
This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India’s sometimes acrimonious relationship with huge multinational companies. " Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention.
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Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it was May 1861 when the pharmacist concocted caramel colored syrup in three– legged brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug coin enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed “Delicious and Refreshing”. Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today. Dr.
Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. For his efforts, Dr. Pemberton grossed $ 50 and spent $ 73. 96 on advertising, by 1891,Atlanta chemist as a G. Canler had acquired complete ownership of the Coca-Cola business. He purchases it from the Dr. Pemberton family for $ 2300. With in 4 year his merchandising flair helped to expand the consumption of Coca-Cola to over $25 million . Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six decades of leadership took the business of commercial success making16 Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.
1. Consumer preference to buy Coca-Cola and Pepsi.
2. What are the factors would you consider to buy Coca-Cola and Pepsi.
3. What is the medium through which you came to know about Coca-Cola and Pepsi.
4. To offer some finding and suggestions to the company for the improvement of It’s performance.
Need for the study
In the present scenario the competitions between the soft drinks increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i. e. the turnover of the company. For this the company has to know their position in the market and the opinion and the loyalty of the customers and the retailers when compared to their competitor. Because of this reason the comparative analysis is very important and useful to the Company. By the use of comparative analysis the companies can understand the position of the company and the strength of the company in the market. Through the comparative analysis we can understand that what strategies the competitors are using for the increase their sales volume.
From the study we can gather the information regarding the opinion of the consumers on the companies comparatively and this will help to plans for the future to increase the performance of the company and to gain the loyalty of the consumers when compared to the competitors.
We have done Descriptive research to find out our objectives. In descriptive research we use the Primary and secondary data. Research methodology is the way to systematically solve the research problem. The method used for the research is Descriptive Research to find out our objectives. In descriptive research we use the primary and secondary both data, Sample Design for primary data have been collected through probability sampling.
Data is Collected through Market survey in Delhi through Well prepared structured questionnaires were used in this study, which includes both closed-ended and few open-ended questions to get information based on the objective of the research process. People of different age group from different economic background were asked to fill the questionnaire containing 13 questions. Sample Size is taken 40 out of which 4 questionnaires had been rejected due to Mistakes, which was made by the respondents. SOURCE OF COLLECTION OF DATA:- All the useful data which were require for this research has been collected through Primary and secondary date. Primary data collected through Questionnaire Secondary data collected through Internet, Magazines and Newspaper.
On the basis research the facts which have come out:- Coca-Cola has a market share of 28%.
The population between 12- 30 year prefer the cola products, while population above to 50 and below 12 prefer soft drinks, and population prefer in Delhi. Only 39% population only influenced by advertisement, rest 61% population believes that Advertisements are not much effective. 71% population are loyal to words there product. 25% population beliefs there cold drink have pesticide up to some extent. 65% of population is being influenced by taste only, while 9% population by Advertisements only.
As it was 1st research Project of our life, so it gave us lot of experience which will be very helpful in our life. On the basis of that research we find that in case of beverages people are much influenced by taste rather than Advertisements and other things. e come to know that Young generation is the biggest consumer of cold drinks than any other. By this research we analyze that male prefer cola drinks, while female prefer soft drinks. Frequency of consume to cold drinks is higher of male than female. By combining all the beverage verities we come to know that Thumps up is the market leader with 14 % total market share while Pepsi is the second highest market leader with 13% market share. If the Buying decision of consumer is rated – 1st preference will go to Taste, 2nd will go to availability, 3rd preference will go to thirsty, 4Th preference will go to Price.
Care was taken to interview all types of consumers, i. e.:
a. Different age groups
b. Males and females In all about 40 consumers were interviewed.
The conclusions that one can draw from these answers provided by the consumers showed that marketing activities do form a major part of the decision. One thing that was common amongst all the consumers who were once a day or once a week. The number one factors the influences a customer while buying a soft-drink was taste. This was true for all the consumers who were interviewed. The rest of the conclusions as deducted from the questionnaires are as follows: The younger generation preferred soft drinks to the older generation. a.
Children up to 15 years of age liked to have soft drinks up to once a day. b. Young adults liked to have soft drinks up to 1-2 times a day. c. Adults liked to have soft drinks about once a week. Children preferred Coca-Cola. Young adults liked Pepsi. The older generation preferred Coca-Cola. The reason given for choice of favorite’s soft drink was taste and easy availability. 90% of the people said that they prefer taste. Most of the people said that television advertising had a more impact on choosing the brand. As everyone know there is a rumor of pesticides, but in our report we came to know that 75% of the people said they don’t believe in this rumors and only 9% of the people believe in those rumors.
About the brand loyalty most of the consumers 71% said they visit another store if they won’t find the preferred brand and 29% said that they not brand conscious rather they depend on availability. RECOMMENDATIONS Though the coke is enjoying larger market share and it is market leader in Indian beverage industry. While with the 46 % market share Pepsi is on the second step. If we are analyzing properly then we find Pepsi is small product portfolio than coke, which is responsible for its second position. Pepsi should increase its product portfolio to capture the Coke’s market share. Companies should focus on the taste of the product because 90% population is influenced by taste only. Young generation is the potential consumer so companies should more focus on them. As we find that 40 % population consumes 200ml cold drinks.
Which comes in glass bottles, these bottles are being retuned back for refilling to companies? Which is incurred again cost of re-transportation. If company start to supply 200 ml cold drinks in pet bottles (plastic bottles) it will be good for company because 40% of population is using only 200ml.
- http://www. scribd. com/doc/48391213/A-PROJECT-REPORT-PEPSI-VS-COCA-COLA
- http://www. scribd. com/doc/30242566/Coke-vs-Pepsi http://en. wikipedia. org/wiki/Pepsi http://en. wikipedia. org/wiki/Coca_cola
- http://www.jyd.in/Summer%20Internship%20Projects/Marketing/COKE%20AND%20PEPSI%20LEARN%20TO%20COMPETE%20IN%20INDIA%20By%20Sahil%20Memon. df Business research methods (Zikmund)
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