Coca Cola Vs Pepsi Comparative Analysis

1. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 1
Assignment on Marketing for Manager
Amity International Business School
Amity University
Noida 125
SUNIL KR. AHIRWAR SECTION-‘A’
COURSE- MBA-IB, 1 Sem. SUBMITTED TO FACULTY
ENRL NO- A1802015133 Ms. SHALINI GAUTAM
AMITY INTERNATIONAL BUSINESS
SCHOOL 2015-1017

2. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 2
COMPETITIVE ANALYSIS BETWEEN COKE & PEPSI
EXECUTIVE SUMMARY
This project is an extensive research on the marketing strategies of the two Cola giants Pepsi
& Coca Cola. It covers an extensive survey & depicts all graphs, fact & figures of two
companies. It begins with the introduction of soft drink industry & introduction of these two
companies of soft drink industry. It covers some of the major strategies adopted by Pepsi &
Coca-Cola like their pricing policy, sales promotion & advertising policy, distribution policy
etc. The project has been made interesting with the inclusion of the topics, which covers the
4P’s of marketing.
The dilemma that all marketers are facing is getting the maximum done in the minimum
possible time. & with brand loyalty becoming a thing of the past, given the choice available
to the consumer pull. The consumer could be a purchaser of end products, or a financial
investor, or even an industrial purchaser. Everywhere, there is a new thrust on marketing &
advertising.
The hyper activity in the market place is seeing a boom in support services, with a number of
independent agencies mushrooming to provide them. Co-related to the market book, services
are well on their to becoming a major industry.
The creative leap is increasingly being governed by market realities & consumer research. &
Clint interface is no longer limited to the Clint service people, but including all specialists in
agencies.
The entry multinational products in to the country are seeing more emphasis aid world- class
quality. This along with the loosening of regulations is seeing export gaining ground. From
thinking along the lines of merely exporting spares & raw material the exporters & now
looking towards finished products. A multiplier to this is the joint venture companies looking
at becoming export manufacturing bases.

3. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 3
INTRODUCTION:
In the modern urban culture consumption of soft drinks particularly among younger
generation has become very popular. Soft drinks in various flavors & tastes are widely
patronized by urbane population at various occasions like dinner parties, marriages, social get
together, birthday calibration etc. children of all ages & groups are especially attracted by the
mere mention of the word soft drinks. With the growing popularity of soft drinks, the
technology of its production, preservation, transportation & or marketing in the recent years
has witnessed phenomenal changes.
The so-called competition for this product in the market is from different other brands. Mass
media, particularly the emergence of television, has contribute to a large extent of the ever
growing demand for soft drinks the attractive jingles & sport make the large audience
remember this product at all times.
In any marketing situation, the behavioral / environmental variables relating to consumers,
competition & environment are constantly influx. The competitors in a given industry may be
making many tactical maneuvers in market all the time. The may introduce or initiate an
aggressive promotion campaign or announce a price reduction. The marketing man of the
firm has to meet all these maneuver & care of competitive position of his firm & his brand in
the market. The only route open to him for achieving this is the manipulation of his
marketing tactics.
In today’s highly competitive market place, three players have dominated the industry; The
New York based Pepsi Company Inc. The Atlanta based coca- cola & U.K. based Cadbury
Schweppes. Through the globe, these major players have been battling it out for a bigger
chunk of the ever –growing soft drink market. Now this battle has been evolved up to India
too with the arrival of these three giants.
Soft drink industry is on amazing growth; ultimately these are only one person who will
determine their fortunes. The Indian consumer the real
War to quench his thirst has just begun.

4. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 4
COCA –COLA COMPANY PROFILE
Coca-Cola is a carbonated soft drink sold in stores, restaurants, & vending machines in more
than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, & is often
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 Asia
Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink
market throughout the 20th century.
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 & bottles from the concentrate in combination
with filtered water & sweeteners. The bottlers then sell, distribute & merchandise Coca-Cola
to retail stores & vending machines. Such bottlers include Coca-Cola Enterprises, which is
the largest single Coca-Cola bottler in North America & Western Europe. The Coca-Cola
Company also sells concentrate for soda fountains to major restaurants & food
service distributors.
The Coca-Cola Company believes our business has always been based on the trust consumers
everywhere place in us—trust that is earned by what we do as a corporate citizen & by our
ability to live our values as a commercial enterprise, there is much in our world to celebrate,
refresh, strengthen & protect. Through our actions as local citizens, we strive every day to
refresh the marketplace, enrich the workplace, preserve the environment & strengthen our
communities. At the heart of our business is the trust consumers place in us. They rightly
expect that we are managing our business according to sound ethical principles, that we are
enhancing the health of our communities, & that we are using natural resource responsible.
The Coca Cola Company started operations in India in 1993 after an absence of 16 years. To
reach India's 300 million soft-drink consumers, the company distributes its products through
over 700,000 retail outlets Coca Cola India directly employs over 7000 workers. Over the
past nine years, the company has invested over US$ 827 million in India with over US$ 800
million in its bottling subsidiary. Significant growth has come from Kinley, its packaged
water brand, which claims to have around 35 per cent share of the packaged drinking water
market

5. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 5
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 & made significant investments
to ensure that the beverage is available to more & more people, even in the remote &
inaccessible parts of the nation. Coke had entered the Indian soft drinks market way back in
the 1970s.
The company was the market leader till 1977, when it had to exit the country following
policy changes regarding MNCs operating in India. Over the next few years, a host of local
brands emerged such as Campa Cola, Thumps Up, Gold Spot & Limca etc. However, with
the entry of Pepsi & Coke in the 1990s, almost the entire market went under their control.

6. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 6
HISTORY
Coca-cola in India
Coca-Cola, the corporation nourishing the global community with the world’s largest selling
soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving
new thumbs up to the Indian soft drink market. In the same year, the Company took over
ownership of the nation’s top soft-drink brand & bottling network. It’s no wondering our
brands assumed an iconic status in minds of world’s consumers.
A Healthy Growth to the Indian Economy
Ever since, Coca-Cola India has made significant investments to build & continually
consolidate its business in the country, including new production facilities, waste water
treatment plants, distribution systems, & marketing channels. Coca-Cola India is among the
country’s top international investors, having invested more than US$ 1 billion in India in the
first decade, & further pledged another US$100 million in 2003 for its operations.
A Pure Commitment to the Indian Economy
The Company has shaken up the Indian carbonated drinks market greatly, giving consumers
the pleasure of world-class drinks to fill up their hydration, refreshment, & nutrition needs. It
has also been instrumental in giving an exponential growth to the country’s job listings.
Creating Enormous Job Opportunities
With virtually all the goods & services required to produce & market Coca-Cola being made
in India, the business system of the Company directly employs approximately 6,000 people,
& indirectly creates employment for more than 125,000 people in related industries through
its vast procurement, supply, & distribution system.

7. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 7
PEPSI COMPANY PROFILE
Pepsi is a carbonated soft drink that is produced & manufactured by PepsiCo. Created &
developed in 1898 & introduced as "Brad's Drink", it was later renamed as Pepsi-Cola on
June 16, 1903, then to Pepsi in 1961.
It is one of the most well-known brands in the world today available in over 160 countries. It
has an extremely positive outlook for India. This reflects that India holds a central position in
Pepsi's corporate strategy.
India is a key market for Pepsi co, & at the same time the company has added value to Indian
agriculture & industry. PepsiCo entered India in 1989 & is concentrating in three focus areas-
Soft drink concentrate, snack foods & vegetable & food processing.
Faced with the existing policy framework at the time, the company entered the Indian market
through a joint venture with Volta’s & Punjab Agro Industries. With the introduction of the
liberalization policies since 1991, Pepsi took complete control of its operations.
The government has approved more than US$ 400 million worth of investments of which
over US$ 330 million have already flown in. One of PepsiCo's key strategies was to develop
a completely local management team.
Pepsi has 19 company owned factories while their Indian bottling partners own 21. The
company has set up 8 Greenfield sites in backward regions of different states. PepsiCo
intends to expand its operations & is planning an investment of approximately US$ 150
million in the next two-three years.

8. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 8
Pepsi History
Pepsi was originally named "Brad's Drink", after its creator, Caleb Bradham, a pharmacist in
New Bern, North Carolina. It was created in the summer of 1893 & was later renamed Pepsi
Cola in 1898, possibly due the digestive enzyme pepsin & kola nuts used in the recipe.
Bradham sought to create a fountain drink that was delicious & would aid in digestion &
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, & sales increased to 19,848 gallons. In 1926, Pepsi received its first
logo redesign since the original design of 1905. In 1929, the logo was changed again. In
1929, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as "A
bully drink...refreshing, invigorating, a fine bracer before a race".
PepsiCola Trademark
The original trademark application for Pepsi-Cola was filed on September 23, 1902 with
registration approved on June 16, 1903. In the application's statement, Caleb Bradham
describes the trademark as an "arbitrary hyphenated word "PEPSI-COLA", & indicated that
the mark was in continuous use for his business since August 1, 1901. The Pepsi-Cola's
description is a flavoring-syrup for soda water. The trademark expired on April 15, 1994.
A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted
by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful
registration date of April 15, 1906, over three years after the original date. Curiously, in this
application, Caleb Bradham states that the trademark had been continuously used in his
business "& those from whom title is derived since in the 1905 application the description
submitted to the USPTO was for a tonic beverage. The federal status for the 1905 trademark
is registered & renewed & is owned by PepsiCo, Inc. of Purchase.

9. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 9
Mission & Vision
Mission of Coke
¨ To refresh the world in mind, body & sprit.
¨ To create a value in brands & difference everywhere we engage.
¨ To do everything differs.
¨ Our product in each hand.
¨ Being a global leader in beverage.
Mission of Pepsi
PepsiCo mission is to be the world's premier consumer Products Company focused on
convenient foods & beverages. We seek to produce financial rewards to investors as we
provide opportunities for growth & enrichment to our employees, our business partners & the
communities in which we operate. & in everything we do, we strive for honesty, fairness &
integrity.
Vision of coke
¨ Profit: Maximize the return of shareholder.
¨ People: Establish a great place to work where people are inspired to the Best they can do.
¨ Portfolio : Bringing to the world a portfolio of beverage brands that
¨ Anticipate & safely people’s desire & need.
¨ Partners: nurturing a winning network of partners & building a mutual Loyalty.
Vision of Pepsi co.
Pepsi co vision is put into action through programs & a focus on environmental stewardship,
activities to benefit society, & a commitment to build shareholder value by making PepsiCo a
truly sustainable company.

10. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 10
Marketing Mix
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
objectives. Marketing mix has a classification for these marketing tools. these marketing are
classified & called as the four p’s i.e. product, price, place & promotion.
Coca-Cola Product
The Coca-Cola formula is The Coca-Cola Company's secret recipe for Coca-Cola. As a
publicity marketing strategy started by Robert W. Woodruff, the company presents the
formula as one of the most closely held trade secrets ever & only a few employees know or
have access to. This Coca-Cola formula appears to be the original formula to Coca-Cola. It is
from the book “For God, Country & Coca-Cola”.
The company Coca-cola is a multinational & it is not limited to one product. Through the
years they have invented & introduced many products than their main cola drinks.
 Coke
 Diet Coke
 Thums Up
 Sprite
 Limca
 Manza
 Fanta
 Kinley
Product
The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including
carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric
acid & natural flavors. The caffeine free Pepsi-Cola contains the same ingredients but no
caffeine.
 Pepsi
 Diet Pepsi
 7UP
 Miranda
 Mountain Dew

11. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 11
Coke & Pepsi-Product
As seen above both the companies Coke & Pepsi have a number of products. Many of these
products are innovations but there are also many products which are brought out just as a
competitive product for the other companies. Some of these products that are brought in the
market by both the companies to compete against each other are as follows:
Coke Pepsi
The main dark cola drink of the company
which started the rivalry between these
companies.
Pepsi version of dark cola which is the
major primary competitor to Coke.
Full Throttle is an energy drink brand
produced by The Coca-Cola Company. It
debuted in late 2004 in North America.
AMP is an energy drink produced &
distributed by PepsiCo under the Mountain
Dew soft drink brand.
Vault is a carbonated beverage that was
released by The Coca-Cola Company in
June 2005.
Mountain Dew MDX is an energy drink
manufactured & distributed by PepsiCo
under the Mountain Dew brand. It was
introduced in 2005.
Powerade is a sports drink by The Coca-
Cola Company & currently number two in
the sports drink market worldwide.
Gatorade is a non-carbonated sports drink
marketed by Quaker Oats Company, a
division of PepsiCo. Originally made for
athletes, it is now often consumed as a
snack beverage.
Sprite is a clear, lemon-lime flavored, non-
caffeinated soft drink, produced by the
Coca-Cola Company. It was introduced to
the United States in 1961.
7 Up is a brand of a lemon-lime flavored
soft drink.
Coke – Price
Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was
cost based i.e. it was decided on the cost which was spent on making the product plus the
profit & other expenses. But after the emergence of other companies especially the likes of
Pepsi, Coca-Cola started with a pricing strategy based on the basis of competition. Nowadays
more expenses are spent on advertising my soft-drink companies rather than on
manufacturing.
Coke has brought in a revolution especially in Indian markets with the Rs. 5 pricing strategy
which was very famous. It was the first company to introduce the small bottle of Coke for
just Re.5. This campaign was very successful especially with the price conscious Indian
consumers.

12. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 12
Pepsi – Price
Pepsi again decides it price on the basis of competition. The best think about the company
Pepsi is that it is very flexible & it can come down with the price very quickly. The company
is renowned to bring the price down even up to half if needed.
But this risk taking attitude has also earned Pepsi losses. Though lowering the price would
attract the customers but it would not help them cover up the cost incurred in production
hence causing them losses. This was the situation earlier but now Pepsi is a full-fledged &
growing company. It has covered all its losses & is now growing at a rapid rate.
Pepsi & coke place
Place is one of the four elements of marketing mix. Frequently there may be a chain of
intermediaries; each passing the product down the chain to the next organization, before it
finally reaches the consumer or end-user. This process is known as the 'distribution chain' or
the 'channel’. So we say that a set of interdependent organizations involved in the process of
making a product available for the use or consumption is known as Distribution channel.
Each of the elements in these chains will have their own specific needs, which the producer
must take into account, along with those of the all-important end-user.
Promotion of Pepsi & Coke
Both the companies Pepsi & coke are famous for their promotions. The rivalry was first
started when Pepsi started with its blind taste tests known as the Pepsi Challenge. The
challenge is designed to be a direct response to critics who allege that Coca-Cola & Pepsi-
Cola are identical drinks, with no meaningful differences. The challenge takes the form of a
taste test. At malls, shopping centers & other public locations, a Pepsi representative sets up a
table with two blank cups, one containing Pepsi & one with Coke. Shoppers are encouraged
to taste both colas, & then select which drink they prefer. Then the representative reveals the
two bottles so the taster can see whether they preferred Coke or Pepsi.The implication is that
Pepsi tastes better than Coke, & thus consumers should purchase Pepsi. In blind taste tests,
more consumers prefer the taste of Pepsi to that of Coca-Cola. Because Coke was the
historical leader, more people expected that they'd prefer & select Coke. Their surprise at
picking Pepsi in the blind taste test (products were served in unmarked cups) helped change
their minds about which product they prefer. Capturing this on film, Pepsi turned this into a
memorable TV campaign that lasted many years. Also ad-campaigns are put up on the
television by both the players. The following statistic just tells of much of share of ads on TV
are captured by these players.
“In India both Coca-Cola & PepsiCo have shown the door to older celebrity endorsers &
are betting big on emerging stars”

13. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 13
CELIBRITIES PLAYING PART IN TO THE SALES
PROMOTION OF THE PRODUCT:
CELIBRITIES OF PEPSI:
 AMITABH BACHHAN
 SHAHRUKH KHAN
 PRIETY ZINTA
 SACHIN TENDULKAR
 SAIF ALI KHAN
 SOURAV GANGULY
 RAHUL DRAVID
 MOHD. KAIF
 ZAHEER KHAN
 HARBHAJAN SINGH
 YUVRAJ SINGH
 RANBIR KAPOOR
 VINDHU DARA SUNGJ
 DEEPIKA PADUKONE
CELIBRITIES OF COKE:
 SALMAN KHAN
 AISHWARYA RAI
 AAMIR KHAN
 VIVEK OBEROI
 BIPASHA BASU
 AKSHAY KUMAR
 IMRAN KHAN
 KALKI

14. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 14
SWOT ANALYSIS OF PEPSI & COKE
Strength-
Pepsi & Coke has been a complex part of world culture for a very long time. The
Products image is loaded with over-romanticizing & fun, this is an image many people have
taken deeply to heart. Pepsi & Coke are the extremely recognizable brand, which is the
greatest strength of them. Additionally there Bottling system is one of their greatest strengths.
This allows them to the conduct business on a global scale while at the same time maintain a
local approach. PepsiCo & Coca cola are having the largest distribution network in the world,
which is also there one of the greatest strength.
Weakness-
Weaknesses for any business need to be both minimized & monitored in order to
Effectively achieve productivity & efficiency in their business activities. Although the
international sales are increases but there is getting saturation evident through the stability in
cola drink in USA market & moreover all over the world the customer preference for cola
drink is shifting towards the healthy drink is taking place.
Opportunity-
Brand recognition is the significant factor affecting Pepsi & Coke competitive position. Pepsi
& Coke brand is known well throughout 94% of world today. As in developing countries the
per head consumption of cola drink is very less which evident from taking example of India.
In India per head consumption is only 6 bottles as compare to 700 bottles in USA & in Indian
market only 5% of the beverages come under packaging. So looking at these data we can that
for these two giant a lot of potential is there in developing market which is now also
untapped.
Threats -
Currently, the threat of new viable competitors in the carbonated soft drink industry is not
very substantial. The threat of Substitute, however, is a very real threat. The soft drink
industry is very strong, but consumers are not necessarily married to it. Possible substitutes
that continuously put pressure on both Pepsi & Coke include tea, coffee, juice, milk & hot
chocolate. Even through the Coca cola & Pepsi control nearly 40% of the entire beverage
market, the changing health consciousness of the market could have a serious affect. Of
course, both have already diversified into these markets, but still these Substitute will remain
threat to them. Consumer buying power is also represents a key threat to the Pepsi & Coke.

15. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 15
PEPSIVS COCA-COLA A Comparison
Taste
Coca-Cola is the original cola, while there isn't a huge difference in taste; Pepsi mirrored
their cola after Coke's, being just different enough in taste to not actually be the same drink.
Similarities
Pepsi-Cola & Coca Cola Classic are both carbonated cola beverages.
Sweetness
Pepsi tastes sweeter than Coca-Cola, This is the reason why many prefer Pepsi over Coca-
Cola in a blind test but may prefer Coke when drinking an entire can.
Carbonation
Coca-Cola has more carbonation than Pepsi depending on what region you are in. It was said
that depending on where each one was made the amount of carbonation in them will be
different therefore proving that neither Coca-Cola nor Pepsi have more carbonation.
Consumer Segmentation, Targeting, Positioning

16. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 16
Segmentation of CocaCola:
Coca Cola segments its market in a number of ways. Coca Cola's, customer segmentation is
mainly by their market demographically based on age, income & family size. Coca Cola’s
behavioral segmentation has been a key to the company’s success. Age is one of the most
significant parts of the segmentation of Coca Cola. Coca Cola introduces Coca Cola diet for
the people who are suffering from diabetic & for those who are likely to avoid sugar & for
the aged people specially 40 plus. Coca Cola mainly produces the Coca cola & the main
customer of Coca cola is young people whose age is 10 to 35.
Segmentation of Pepsi:
Pepsi segments its market in several ways. Pepsi, mainly segment their market
demographically assuming age, income & family size. Pepsi’s behavioral segmentation has
been a key to the company’s success. Age is one of the most significant parts of the
segmentation of Pepsi. Pepsi introduces Pepsi diet for the people who are suffering from
diabetic & for those who are likely to avoid sugar & for the aged people specially 40 plus.
Pepsi mainly produces the Pepsi cola the main customer of Pepsi cola is young people whose
age is 10 to 35.
Target marketing of CocaCola
They make different values to capture this portion of market by marketing
targeting. However, they do not fiercely advertise like Pepsi does. They offer Coca Cola in
those places where students & young people gather mostly. Their market segment profiles
have shown that the majority of carbonated beverage drinkers of Bangladesh are youth &
middle age people. Same as the Pepsi Coca Cola also targets the Bangladeshi schools,
colleges, universities, restaurants, hotels & fast food stores. For this reason, they always
spend huge amounts of money to compete with Pepsi in acquiring contracts with universities
to have sold representation of their product distribution. .coca cola customers are mainly
teenagers & young adults between the ages of 16 to 35. Coca cola also made diet coke for
those who are suffering from sugar problems.
Target marketing of Pepsi
The reason why Pepsi-Cola has fiercely targeted this market is because it is the largest among
its users. Market segment profiles have shown that the majority of carbonated beverage
drinkers of Bangladesh are youth & middle age people. Pepsi continually targets the
Bangladeshi Schools, Colleges, Universities, restaurants, hotels, & fast food Stores. For this
they always spend huge amounts of money to compete with Coca Cola in acquiring contracts

17. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 17
with universities to have sold representation of their product distribution. Pepsi customers are
mostly teenagers & young adults between the ages of 14 to 30.
Positioning of CocaCola
The main theme of coca cola is “open happiness” coca cola spends about a billion of dollars
in trying to influence the new generation & young boys & girls by giving varieties of
advertisement & taste. If anyone put one coca cola & one Pepsi in front of us about 65% of
people choose coca cola because of its taste, its packaging attracts the young generation very
much. Every year coca cola spends lots of dollars to make a different creative slogan for
targeted people which they want to serve. Coca cola plans to further creative positions that
will give the product the greatest advantage in their target markets as well as the Pepsi.
Recently, coca cola has proven that, it is the highest selling cold drink in the whole country &
above the world.
Positioning of Pepsi
PepsiCo main slogan is – “Generation Next!” It spends billions of dollars in trying to impress
the young & nearly young with the different creative slogan in every year. PepsiCo plans to
further create positions that will give products the greatest advantage in their target markets.
PEPSIVS COCA-COLA PRESENCE IN INDIA
COCA-COLA

18. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 18
Coca-Cola, the corporation nourishing the global community with the world’s largest selling
soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving
new thumbs up to the Indian soft drink market. In the same year, the Company took over
ownership of the nation’s top soft-drink brand and bottling network. It’s no wonder our
brands have assumed an iconic status in the minds of the world’s consumers
Ever since, Coca-Cola India has made significant investments to build & continually
consolidate its business in the country, including new production facilities, waste water
treatment plants, distribution systems, & marketing channels.
Coca-Cola India is among the country’s top international investors, having invested more
than US$ 1 billion in India in the first decade, & further pledged another US$100 million in
2003 for its operations.
The Company has shaken up the Indian carbonated drinks market greatly, giving consumers
the pleasure of world-class drinks to fill up their hydration, refreshment, & nutrition needs. It
has also been instrumental in giving an exponential growth to the country’s job listings.
With virtually all the goods & services required to produce & market Coca-Cola being made
in India, the business system of the Company directly employs approximately 6,000 people,
& indirectly creates employment for more than 125,000 people in related industries through
its vast procurement, supply, & distribution system.
The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with
another 25 being owned by franchisees. Apart that, a network of 21 contract packers
manufactures a range of products for the Company, On the distribution front, 10-tonne trucks
– open bay three-wheelers that can navigate the narrow alleyways of Indian cities –
constantly keep our brands available in every nook & corner of the country’s remotest areas.
PEPSI
PepsiCo entered India in 1989 & has grown to become one of the country’s leading food &
beverage companies. One of the largest multinational investors in the country, PepsiCo has

19. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 19
established a business which aims to serve the long term dynamic needs of consumers in
India. PepsiCo India & its partners have invested more than U.S.$1 billion since the company
was established in the country. PepsiCo provides direct & indirect employment to 150,000
people including suppliers & distributors.
PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver
joy as well as nutrition & always, good taste. PepsiCo India’s expansive portfolio includes
iconic refreshment beverages Pepsi, 7 UP, Mirinda & Mountain Dew, in addition to low
calorie options such as Diet Pepsi, hydrating & nutritional beverages such as Aquafina
drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, & juice based
drinks – Tropicana Nectars, Tropicana Twister & Slice. Local brands – Lehar Evervess Soda,
Dukes Lemonade & Mangola add to the diverse range of brands.
PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market & all
Frito Lay products are free of trans-fat & MSG. It manufactures Lay’s Potato Chips; Cheetos
extruded snacks, Uncle Chipps & traditional snacks under the Kurkure & Lehar brands. The
company’s high fibre breakfast cereal, Quaker Oats, & low fat & roasted snack options
enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s,
Kurkure, Uncle Chipps & Cheetos are cooked in Rice Bran Oil to significantly reduce
saturated fats & all of its products contain voluntary nutritional labeling on their packets.
The group has built an expansive beverage & foods business. To support its operations,
PepsiCo has 43 bottling plants in India, of which 15 are company owned & 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 & farmers.
Conclusion

20. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 20
After the completion of project we have seen the different aspects of this Project. Also we
have gained some new knowledge about both of company.
The outcome that came out from the information work is that in Trinity coke is the market
leader with 54% market share. Pepsi is having only 46% market share. We come to know that
Pepsi is the leading brand of Pepsi co. with 29% market share of its total market share &
Thumbs up is the leading brand of coke with 28% market share of itself.
Through this project we also come to know that young generation is the potential market for
beverage industry, taste is the 1st preference to choosing the product & one more important
factor that below 12 years & above to 50years people like the soft drinks while people
between 12- 30 year prefer cola drinks & rest people who comes in between 30 -50 year have
common.
BIBLIOGRAPHY

21. S u n i l K r A h i r w a r M B A I B , M a r k e t i n g A s s i g n m e n t S e c - A Page 21
 www.google.com
 www.wikipedia.org
 www.slideshare.net
 www.coca-cola.com
 www.pepsi.com
 www.scribd.com
 www.realversus.com
 www.investmentu.com
Sunil Kr Ahirwar
Amity International Business School
Amity University Noida-125
Mo: +91-9871836819
Email: sunilahirwar@live.com