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INTRODACTION
The Pepsi Cola Company began in 1898 by a NCPharmacist and
Industrialist Caleb Bradham, but it onlybecame known as PepsiCo
when it merged with FritoLay in 1965. 112 years since both
companies began to
compete.Ms.Indra K.Nooyi Chairwoman, Chief Exec. Officer
andPres.
HEAD OFFICE
PepsiCo, Inc.700 Anderson Hill Road
Purchase,NY10577United States.
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TITLE (MEANS)
Pepsi andCoca-Cola are the two most popular and
widely recognized beverage brands in the world. Within
their lineup of beverages, Pepsi-Cola and Coca-Cola
Classic are the predominant carbonated cola beverages.
.
Pepsi tastes sweeter than Coca-Cola, This is the
reason why many prefer Pepsi over Coca-Cola in a
blind test but prefer Coke when drinking an entire can.
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OBJECTIVES OF THE STUDY
1.To study the overview of Pepsi Company to know and compare
the
merchandising of Pepsi and Coke in retail outlets.
2. To identify the retailers opinion towards Pepsi products when
compared to
coke products.3. To offer some finding and suggestions to the
company for the improvement of
its performance
4.To know the strategy of Pepsi and its competitors regarding
the MarketingMix.
5.To identify the retailers opinion towards Pepsi products.
6.To know the problems of retailers and to offer the suggestion
for improving in
sales.
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LIMITATIONS OF THE STUDY
he study has the following limitations:
1.Time allocated for the study is one month which is not
sufficient for in-depth
study.
2.Unavailability of some information due to the lack of
awareness of retailers inthese clusters.
3. Bias in the information provided by the retailers
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VS
Data interpretation
Pepsi vs. Coca-Cola
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Comparative study of PepsiCo and coca-cola products
Semple size -110 retailers.
Location vaishali nagar , Ajmer road and pachyawala in the
Jaipur.
Total respondent 110
Product line no. of respondent
Pepsi 18
7 up 10
Mirinda 8
Dew 7
Slice 9
Coca-cola 15
Mazza 10
Limca 6
Sprite 9
Fanta 6
Thums u 12
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18
10
8
7
915
10
6
9
6
12
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
5thQtr
6th Qtr
7th Qtr
8th Qtr
9n Qtr
10thQtr
11th Qtr
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Pepsi v/s Thums up market share
Pepsi 50%Thums up 30%
Other 20%
50%
30%
20%
Sales
1st Qtr
2nd Qtr
3rd Qtr
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Mirinda v/s Fanta market share
Mirinda 60%
Fanta 30%Other 10%
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7 up v/s sprit market share
7 up 35%
Sprit 50%
Other 15%
35%
50%
15%
1st Qtr
2nd Qtr
3rd Qtr
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Slice v/s mazza market share
Slice 42%
Mazza 40%
Other 18%
0
5
10
15
20
25
30
35
40
45
Category1 Category2 Category3
42%
40%
18%
Column3
Column2
Column1
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Water (Aquafina) v/s kinley market share
Water (Aquafina) 55%
Kinley 40%
Other 15%
Column2
Column3
Column1
0
10
20
30
40
50
60
Category1
Category2
Category3
55%
40%
15%
Column2
Column3
Column1
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Advertisements
Coca-Cola had Christina Aguilera featured in their commercials,
while Pepsi hadBritney Spears.
Pepsi 65%
Coca-cola 35%
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1.Pepsi is the market leader in terms of soft drinks in India,
but comes second to Coca-Cola
which consists ofCoca-Cola and park brands.2..Pepsi drinks are
available in almost the whole of India, this shows the importance
paid to
distribution. Brand loyalists are very few in the market. Thus
the drink should be easily
available, so that consumers cannot shift their preferences.
3.Coca-Cola, far behind. To achieve this Pepsi seems to be
relying on mass advertising. They
spend about 50-60 crore rupees annually on marketing activities.
The consumer is bombarded
with Pepsi advertisements, sign, logos etc., everywhere.4.the
brand Pepsi and cola should be synonymous with each other. This
they are trying to do by
getting the heros of these consumers to endorse their product
e.g. Sachin Tendulkar and also by
advertising for and by youngsters
5.Coca-Cola, far behind. To achieve this Pepsi seems to be
relying on mass advertising. They
spend about 50-60 crore rupees annually on marketing activities.
The consumer is bombarded
with Pepsi advertisements, sign, logos etc., everywhere.
CONCLUSION
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RECOMMENDATION1.Innovations increase sales of company. For e.g.
fountain Pepsi
increased sales of Pepsi Cans increased sales ofCoca-Cola.
2.the companies know all this and more about Indian
consumerbehaviour, it could tell them how to sell their drinks, so
as to increase
sales. It is seen In India, that people prefer having their
drinks with or
after food.
3.The companies should go in for diversification
4. Coca-Cola and Pepsi have taken up sponsoring of events on
a
major scale.5.PepsiCo and Coca Cola (I) Ltd. should reduce their
massive
spending on sponsoring events and try and channel this money
into
more productive activities, like innovative packaging etc.
6.increase their sales and to increase the total market
share
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