A Major Project Report on

COMPARATIVE STUDY BETWEEN PEPSI & COCA COLA

Submitted in partial fulfillment of the requirements for the award of the

degree of Bachelor of Business Administration (BBA) programme of Guru

Gobind Singh Indraprastha University, Delhi.

Submitted To: Submitted by:

Ms. Neha Jain S. Devraj

Roll No.:07312201710

Delhi College of Advanced Studies

B-7, Shanker Garden, Vikaspuri

New Delhi – 110018

Batch (2010-2013)

DECLARATION

I, hereby declare that this Major Project Report, entitled “COMPARATIVE STUDY BETWEEN

PEPSI & COCA COLA” is an authentic work carried out by me. It has not been submitted

earlier for award of any degree or diploma to any institute or university.

Place: New Delhi Candidate’s signature

Date: Name: S.Devraj

Enroll. No.: 07312201710

Countersigned

Name :

Neha Jain

Delhi College of Advanced Studies

ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the

development of this work and who influenced my thinking, behaviour and acts during the course

of study.

I express my sincere gratitude to …………………………………………… the worthy Director

of Delhi College of Advanced Studies, for providing me an opportunity to undergo summer

training of doing this project under his leadership.

I also extend my sincere indebtedness to Ms. Neha Jain who provided her valuable suggestion

and precious time in accomplishing my project.

I also take the opportunity to express my sincere gratitude to each and every person, who

directly or indirectly helped me throughout the project and without anyone of them this project

would not have been possible.

The immense learning from this project would be indelible forever.

S.Devraj

Executive Summary

This project is an extensive research on the Comparative study between the two Cola giants

Pepsi and Coca Cola. It covers an extensive survey and depict all graphs, fact and figures of two

companies. It begins with the introduction of soft drink industry and introduction of these two

companies of soft drink industry. It covers some of the major strategies adopted by Pepsi and

Coca Cola like their pricing policy, sales promotion and 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 major players in the soft drink industry in India are Coca Cola and

Pepsi.

Pepsi holds the major market share followed by Coca Cola. They have a cut throat competition

between themselves. Whatever strategy is followed by one company, it is copied by the other.

Sample of two brands were selected on the basis of their uses and noticeciability.

One of the selected brand are No.1 brand in their respective product categories the other one

brand is close competitor of the No.1 brands. Total sample of size of 50 respondents selected on

the basic of convenience was surveyed which include consumers.

Data was collected from secondary as well as primary sources. Structure questionnaire was use

to collect primary data. In the modern urban culture consumption of soft drinks particularly

among younger generation has become very popular. Soft drinks in various flavors and tastes are

widely patronized by urbane population at various occasions like dinner parties, marriages, social

get together, birthday calibration etc. children of all ages and 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 and 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 and sport make the large audience

remember this product at all times.

It is expected that with the sort of mass advertising, reaching almost the entire country and

offering various varieties annual demand for the product is expected to rise sharply in the times

to come.

In any marketing situation, the behavioral / environmental variables relating to consumers,

competition and 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 and care of competitive position of his firm and 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, two players have dominated the industry;

The New York based Pepsi Company Inc. The Atlanta based Coca Cola. 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 two giants. Soft

drink industry is on amazing growth; ultimately there is only one person who will determine

their fortunes. The Indian consumer. The real War to quench his thirst has just begun.

TABLE OF CONTENTS

S.No. Topic Page No

1 Declaration

2 Acknowledgement

3 Executive Summary

4 List of Tables

5 List of Figures

6 Chapter-1: Introduction

Overview of Industry as a whole

Profile of the organization

History of the Organization

S.W.O.T Analysis of the Organization

Objectives of the study

Scope of the study

Methodology

7 Chapter-2: Conceptual Framework

Marketing Mix

Product Mix Width & Product Line Length

Missions & Objectives

Financial Comparison

Facts of Rivalry

8 Chapter-3: Data Analysis and interpretation

9 Chapter-4: Summary and Conclusion

Results of the study

Limitations

Suggestions and Recommendations

10 Bibliography

11 Appendix

LIST OF TABLES

Table No. Title Page No.

1 Responses of the preferences of respondents

2 Response showing how often respondent consume soft

drink

3 Responses showing the consumption period of the brand

4 Response showing the reasons behind choosing the brand

5 Response about the price reduction

6 Response about the advertisement of the soft drink

company

7 Response about the preference in case of Diet cold drink

8 Response about the preferences of the youngsters

9 Response about the reason behind choosing the particular

soft drink

10 Response about the satisfaction level

LIST OF FIGURES

Figure No. Title Page No.

1 Show the preferences of respondents

2 Show the nature of employees towards the consumption of soft

drink

3 Shows that from how much time the respondents are using

their brand

4 Show the reason behind choice of brand

5 Show the response about price reduction

6 Show the creative & appealing advertisement of the soft drink

brand

7 Show the result the preference in case of Diet cold drink

8 Show the result about the preference by the youngsters

9 Show the reason behind choosing the particular soft drink

brand

10 Show the satisfaction level of the respondent

CHAPTER-I

INTRODUCTION

Soft Drink Industry: An overview

It all began in 1886, when a tree legged brass kettle in Hohn Styth pemberton‟s backyard in

Atlanta was brewing the first P of marketing legged. Unaware the pharmacist has given birth to a

caramel colored syrup, which is now the chief ingredient of the world‟s favorite drink. The syrup

combined with carbonated the soft drink market. It is estimated that this drink is served more

than one thousand million times in a day. Equally oblivious to the historic value of his actions

was Frank Ix. Robinson, his partner and book keeper. Pemberton & Robinson laid the first

foundation of this beverage when an average nine drinks per day to begin with, upping volumes

as sales grew. In 1894, this beverage got into bottle, courtesy a candy merchant from Mississippi.

By the 1950‟s Colas were daily consumption items, stored in house hold fridges. Soon were born

other non- cola variants of this product like orange & Lemon. Now, the soft drink industry has

been dominated by two major player – (1) The New York based Pepsi co. Inc. (2) The Atlanta

based Coca Cola co. Though out the glove these major players have been battling it out for a

bigger chunk of the ever-growing cold drink market. Now this battle has begun in India too.

India is now the part of cold drink war. Gone are days of Ramesh Chauhan, India‟s one time cola

king and his bouts of pistol shooting. Expect now to hear the boon of cannons when the Coca

Cola & Pepsi co. battle it out for, as the Jordon goes a bigger share of throat. By buying over

local competition, the two American Cola giants have cleared up the arena and are packing all

their power behind building the Indian franchisee of their globe girdling brands. The huge

amount invested in fracture has never been seen before. Both players seen an enormous potential

in his country where swigging a carbonated beverage is still considered a treat, virtually a luxury.

Consequently, by world standards India‟s per capita consumption of cold drinks as going by

survey results is rock bottom, less than over Neighbors Pakistan & Bangladesh, where it is four

times as much.

Behind the hype, in an effort invisible to consumer Pepsi pumps in Rs 3000 corers (1994) to add

muscle to its infrastructure in bottling and distribution. This is apart from money that company‟s