A

PROJECT REPORT

ON

COKE AND PEPSI LEARN TO COMPETE IN INDIA

IN PARTIAL FULFILLMENT OF

MASTER DEGREE IN BUSINESS ADMINSTRATION

TMV UNIVERSITY

2008-2010

BY

MEMON SAHIL.S

Guided by

Prof. R. Ganesan

PAI INTERNATIONAL CENTER FOR MANEGMENT EXCELLENCE

PUNE
 CERTIFICATE

This is certify that Mr. MEMON SAHIL SALIM BHAI student of Pai international centre for
management excellence (PICME), Maharashtra cosmopolitan education society, Pune has
completed his field work report on the topic of COKE AND PEPSI LEARN TO COMPETE IN
INDIA and has submitted the field work report in partial fulfilment of MBA of the college for the
academic year 2008- 2009.

He has worked under our guidance and direction. The said report is based bonafide
information

Project guide name Prof. R Ganesan

Designation Director
 PAI INTERNATIONAL CENTER FOR

MANAGEMENT EXCELLENCE

DECLERATION

I hereby declare that project Titled COKE AND PEPSI LEARN TO COMPETE IN INDIA is
an original piece of research work carried out by me under the guidance and supervision of
Prof. R Ganeshan. The information has been collected from genuine & authentic sources. The
work has been submitted in partial fulfilment of the requirement of MBA to our college.

Place: Signature:

Date: Name of the student:

 ACKNOWLEDGEMENT

It gives me great pleasure and satisfaction for the successful completion of this project. Every
successful piece of work has many invisible helping hands with their invaluable support and
inspiration. For the completion of my project report many person directly or indirectly assisted me.

At first, I would like to express my sincere thanks and deep gratitude to my esteemed guide
Ms. Somiya Mehta & to our director Prof. R Ganesan, for their kind initiative guidance and
valuable suggestion without which the completion of this would not have been possible.

I hope this report will be special interest to the marketing students, who are on look for such real
life situation beyond their classroom studies.
 INTRODUCTION

India with a population of more the 100 cores is potentially one of the largest consumer markets in
the world. With urbanization and development of economy, tastes and interests of the people
changes according to the advance nation.

Marketing is about winning this new environment. It is about understanding what consumers
want and supplying it more conveniently. Marketing deals with identifying and meeting
human needs and social needs. One of the shortest definitions of marketing is “meeting needs
profitably”. The consumer market may be identified as the market for product and services
that are purchased by individuals as household for their personal consumption. soft drinks is
a typical consumer product purchased by individual primarily quench their thirst and also
for refreshment. Different types of soft drinks are available in the market and more or less
content of all soft drinks is same. The market of soft drinks is facing a cutthroat competition
and many companies are floating in the market with their product with different brands
names.

Thus in a country like India where more than 50% of total population exists below poverty
line, the consumer cannot afford such high price for soft drinks. As a result the trading
activities of the soft drinks industry are concentrated in and around big cities and town where
the purchasing power of population is considered comparatively high.

Soft drinks industry in India has an annual sale of about 4000crores, with per capita
consumption of soft drinks at a low of seven bottle per annum (even Pakistan has a per capita
consumption of 14; in china and U.S.A is more than 800 bottles) is due to price factor.

The marketing manager is responsible for both determining and suitability of goods and
services in the market to give maximum satisfaction to the consumer. In order to provide
maximum satisfaction, the manager need to know, what is the satisfaction level of the
consumer i.e. what is their expectation from the products etc. In order to meet above
requirements marketing manager conduct marketing research. Marketing research identify
market opportunities, After the completion of marketing research, the company measures

and forecast the size, growth and profit potential of each market opportunity.

HISTORY OF PEPSI

PEPSI, company founded by CALEB D BRADHAM in 1890 at North Carolina in USA. Its CEO is
ROGER ENRICO and in India Pepsi –CO. Holding its chairman MR.RAJIV BAKSHI. The head
quarter of Pepsi-CO.in India is at Gurgaon. Presently it is operated in 196 countries.

Pharmacist CALEB invented it to cure the disease ―DISPARSIA‖. It is from this word that was
related to Pepsi. Soon it entered market American market as soft drink which at that time was
mostly dominated by coca-cola, but soon Pepsi was able to dominate the cola market and there after
it has been no looking back. Pepsi and coca-cola are engaged in ferocious cold war that has taken
the whole world by storm.
Pepsi stands 51 positions among the fortunate 500 companies of the world. Its total capital is approx
$3000 crore and total sales annually is worth $37 crore, half of which comes from beverages and
other half from the sack foods division. The beverages arm of the Pepsi co. Is Pepsi-cola company
and the snack –food company is called frinto –lay –inc. The year 1998 is the centennial year of
Pepsi. Its total profit in the year 1996-1997 was worth Rs.45 crore approx. The total number of
employees engaged in this business is 4.25 lakhs globally.

EMPLOYMENT OPPORTUNITIES:

Pepsi provides direct and indirect employment to person in supplying it’s raw materials, packing
materials, distribution vehicles, glass bottles, plastic crates, display racks etc. And to small artisans,
painting and small traders in market places activities.

All the Pepsi business in India is either in Industries with backward linkages with farmers or in
service industries, being highly distribution oriented. It Pepsi system operates over 1000 trucks
(direct operation) 8000 three-wheeler (distributors) and at least 1000 push carts, serving over half a
million outlets in India. By the year 2008 the number of outlets to be served is expected to be
doubled.
DEVELOPING SPORTS:

Pepsi today one of the main sponsors of sports activities in India. It has continued to promote
upcoming new player of Cricket, Hockey and Football.

Pepsi has developed a Pepsi cricket academy, which would develop over 500 young cricket
enthusiasts in next five years. Similarly Pepsi cricket coaching camp and clinic are held to coach
young boys in north and south.

COMMUNITY RELATIONS:

Most of the bottling plants of Pepsi are located in backward areas, there by giving huge
employment opportunities in these areas. Pepsi as a responsible company undertakes social projects
in and around the bottling plants. These include supports to the education centres . Sponsors
inoculation camps, providing free health check-up, initiating sanitation, drives, promoting literacy
drives and helping villages to put up bus shelter etc.

REVENUE GENERATION:

It estimated that Pepsi-co and its franchises generates over Rs.500 crore (in 1977) by collection of

excise duty and sales tax.

HISTORY OF COKE

The Coca-Cola Company is the world's largest beverage company, largest manufacturer,
distributor and marketer of non-alcoholic beverage concentrates and syrups in the world, and one of
the largest corporations in the United States. The company is best known for its flagship product
Coca-Cola, invented by pharmacist John Smith Pemberton in 1886. The Coca-Cola formula and
brand was bought in 1889 by As a Candler who incorporated The Coca-Cola Company in 1892.
Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over
200 countries or territories and serves 1.5 billion servings each day.

The company operates a franchised distribution system dating back to 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and
is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a
co-partnership between Dr. John Smith Pemberton and Ed Holland. The company was formed to
sell three main products: Pemberton's French Wine of Cola (later known as Coca-Cola),
Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup.

In 1884, the company became a stock company and the name was changed to Pemberton Chemical
Company. The new president was D. D. Doe while Ed Holland became the new Vice-President
Pemberton stayed on as the superintendent. company's factory was located at No. 107, Marietta St.
Three years later, the company was again changed to Pemberton Medicine Company, another co-
partnership, this time between Pemberton, A. O. Murphy, E. H. Blood worth, and J. C. Mayfield.

Finally in October 1888, the company received a charter with an authorized capital of $50,000. The
charter became official on January 15, 1889. By this time, the company had expanded their
offerings to include Pemberton's Orange and Lemon Elixir.
ATUL Singh, CEO Coca Cola India elected Chairman of AMCHAM

Mr .ATUL Singh, the President and Chief Executive Officer (CEO) of Coca-Cola. India was today
unanimously elected as the Chairman of the American Chamber of Commerce (AMCHAM) in
India. This was announced in the 16th annual general meeting of AMCHAM India held in the
capital today.
Mr Virat Bhatia, the Managing Director of telecom biggie AT & T and Mr Shyamal Mukherjee,
Director, Price Water House Coopers (PWC) were also elected as the vice-chairman of AMCHAM
India’s Board of Directors. Mr T P Chopra, who is the president and CEO of GE India, was also
elected to the board for the year
The new Telecom junior minister Jyotiraditya Scandia addressed the American business
during the AMCHEM AGM today.
Calling for further participation of US Companies in inclusive and sustained growth of India by
ensuring that every dollar invested was used for social
reforms irrespective of rural – urban and income inequality divide, Mr Jyotiraditya Scindia said
there was a need for India to sustain its high growth pattern over a longer period in order to
maintain its economic momentum. Mr Scindia was addressing the Annual General Meeting of
American Chamber of Commerce (AMCHAM) held in the capital today.
―The country is today experiencing approximately 8% growth rate year over year. We need to
ensure that the rate of growth is sustained over a longer period of time,‖ Mr Scindia said. Citing
example he said that the US has witnessed 3 -3.5% sustained growth over last 100years. It is this
compounded growth that has resulted in US becoming the superpower it is today. ―India should
follow this strategy and ensure that the growth is sustained over a longer period and this could be
possible only if economic growth travels to every nook and corner of the country.‖
Mr Scindia said that the government was taking steps to reign in inflation which would see a dip
over the next 2 -3 months. The inflation was mainly due to subprime crisis in US and the increase in
fuel and food prices in the international market.
Speaking on the occasion, Mr Steven J White, US Charge d’Affairs, US Embassy said that greater
market and trade access between India and US would help in accelerating the growth in the two
countries. He said that increase of US investment in India by 33% during the year 2007 was a step
in the right direction. It was important that similar excitement was maintained during the current
year as well especially in sectors like finance, trade, energy, education, health and agriculture.
MANUFACTURING PROCESS

The bottling factory is having a manufacturing process comprising of water treatment, plant
producing 1oo*bacterial free soft water as for specification prescribed by COKE & PEPSI. The
soda sugar making unit is there to prepare sugar syrup, standard mixed percentage. There is a
intermixing unit where through a semi automatic process sugar syrup. The both flavour water and
CO2 is punched together resulting into the soft drinks of a particular flavour.

There is a huge bottle washing machine where the market returned bottled are washed continuously
in the super heated water ,chlorine and then soft chilled water.

Through the exhausted washing system the bottles are carried out of the washer with the help
conveyer and automatically hundreds of bottles washed and cleaned. Bottle are led by conveyer to
the filling machine unit, where the ready soft drink mixture is put in 800 bottled per minute.

Simultaneously through an automatic system all the bottle is crowned with the help of crowning
machine. The ready to go the market bottles are then passed through aggressive inspection and
collected into carats (1 carats contains 24 bottles) with the help of automatic case packer machine.

After that pet containing soft drinks are sent to the warehouses and immediately the payment of the
excise duty to the Govt. For packed bottle kept in the warehouses are insured and, ultimate stage of
the production line is to dispatch it. The product reaches into the market through a network of
distribution system.

Raw Material Inputs:

A coke & Pepsi bottling plant requires the following raw materials:

1 Sugar 5 crown core

2Flavour 6 Glass bottles

3 water 7 Plastic carats

4 CO2
 ORGANISATIONAL HIERARCHY

COKE & PEPSI

BOARD OF DIRECTOR

MANAGING DIRECTOR

DIRECTOR

CEO

FINANCE PLANT P.A.M H.R

MANAGER MANAGER MANAGER MANAGER

A/C ASSISTANT SHIFT SHIPPING H.RENGINEER

COORDINATOR EXECUTIVE

A/C WORKER/ H.R

CLERK OPERATORS ASSISTANT

T.D.M M.E.M M.D.M Q.C.M

A.D.C SINIOR M.D.C Q.C

TECHNICIAN EXECUTIVE

C.E TECHNICIAN M.E CHEMIST

SOFT DRINKS INDUSTRIES IN INDIA

Soft drink is a non alcoholic beverage. It is artificially flavoured and contains no fruit juice or pulp.
India with population of more than 100 crore is one of the largest consumer markets in the world
after china. Soft drink is a typical consumer product purchased by individuals to quench thirst and
secondly for refreshment.

Searching for the point of origin of Indian soft drinks I first document on Gold Spot, this was the
first brand soft drinks in India. It was introduced by PARLE during later part of 40’s. Cola giant,
Coca-Cola was the first foreign soft drink to be introduced in India in 1965, Coca Cola made a very
good beginning and dominated the whole scheme right from the world go. It (coca-Cola) faced no
competition at that time .

This extraordinary success of soft drinks can be attributed to the following factor:

 Absence of contemporary brand.

 Europic image build up in the western countries proceeded the entry into India
 market,
 Indians are very found by nature of foreign goods, services etc. Due to prolonged
 foreign rules.

Parle export Pvt. Ltd later in 1970 introduced Limca, lemony soft drinks. Before Limca introduced
they had tentatively introduced cola, pepino, which they had to with draw in the face of battering
confrontation with coca-cola soon.

India always has love and hate relationship with MNC’s which gave a significant opportunities to
soft drinks industries in India when coca-cola decided to windup its operation in 1977 rather than
bowing to the Indian government insisting on:-

 Dilution of equity, as the government felt that lots of foreign currency was being wasted.
 Manufacturing of the top – secret concentrate in India.
 Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a visa was opened to any company
with the requisite, technical, marketing and organizational skills.
 The existence of Coca-Cola from India in 1977 accelerated the growth of several Indian soft
drinks. New soft drink in the form of Tetra pack enters the market among Frooti, Jump-In, and
Tree-top Ire the prominent once. Till 1977 their equipped bottling plants and the distribution
network a longing to be of no use. It took them one year to develop new formula to survive and
gradually came up with Campa, Lemon, Orange and Coal in same order.

However Parle, the pioneer in the soft drinks, blazed its way to national prominence with their
product ―Thumps-up‖, bearing the slogan ―Happy Days Are Here Again‖. This particular slogan
helped to win over the loyalists of addicts to Coca-Cola.

Soon the Indian soft drinks industries started at a phenomenal rate and all parle products Gold-Spot,
Limca and Thums Up became the brand leader in their own segment.

In spite of all these the drinks market still has large gap, as claim by soft drink manufacturers. To
fill these gaps there are many soft drinks concentrate and squashes flooded the market. The Indian
soft market basically offered three flavour i.e. Orange, Lemon ,and Cola.

In 1988, multinational company PEPSI entering the Indian market.11 years after the existence of
coca-cola . It had name, fame and edge of being one of the best in the game and it also offered stiff
competition too parle and coke. Now Pepsi is going all out to prove that they are the best.

DATA ANALYSIS
S oft drinks is perhaps the most hard fought product categories in India in every respect - media,
events, distribution, pricing, communication, endorsements and so on... Every year it consistently
emerges as one of the top 10 categories on television. We, at AdEx India, have looked at year 2003
to understand the year that was for this exceptionally competitive segment!

One clear and predictable pattern in 2003 was the two clear peaks of ad spend - one during the
world cup and the other during the festive time. Interestingly, while Pepsi dominated media budgets
during World Cup, Coca-Cola seems to have been the dominant spender in the month of September.

However, this time we at AdEx thought of dwelling on aspects of advertising in terms of strategy
adopted by the different players in this category and the duration of advertising across genres on TV
and press.

This paper tries to throw some light on the following aspects: -

 Genre wise and channel wise composition of advertising on TV

 Advertising strategy adopted by the aerated soft drink players on TV and press
 Zone wise and genre wise advertising on press
 Specific case: zone wise and genre wise advertising for Pepsi and Coke

Channel wise and genre wise composition of advertising on TV

Genre wise axis on aerated drinks establishes that this category is heavily advertised on feature
films, music, cricket and soaps. Major part of the advertising on Cricket can be attributed to the fact
that Pepsi was the official sponsor of the Cricket World Cup 2003. However, apart from cricket
Pepsi is actively present on other types of sports such as soccer, wrestling etc.
 Exhibit 1

On the other hand, 10 per cent of advertising of aerated drinks is concentrated on music channels, Channel
V and MTV scores over others, where Coke has a significant share
 EXHIBIT 2

Brand portfolio

Launched Discontinued Notes Picture

Name
Coca-Cola 1886

Caffeine-
Free Coca- 1983
Cola

Coca-Cola
1985
Cherry

Still available in:

American Samoa, Austria, Australia, Belgium,

Coca-Cola
Brazil, China, Denmark, Federation of Bosnia and
2001 2005 Herzegovina, Finland, France, Germany, Hong
with Lemon
Kong, Iceland, Korea, Luxembourg, Macau,
Malaysia, Mongolia, Netherlands, Norway, Reunion,
Romania, Singapore, South Africa, Spain,
Switzerland, Taiwan, Tunisia, United Kingdom,
United States, and West Bank-Gaza
Still available in:

2002 2005
Coca-Cola Austria, Australia, China, Germany, Hong Kong,
Vanilla South Africa, New Zealand (600ml and 350 ml only)
Malaysia, Sweden (Imported) and Russia
2007 It was reintroduced in June 2007 by popular demand

Coca-Cola Was only available in Japan, Canada, and the United

2004 2007
C2 States.
Coca-Cola
2005 Still available in Belgium, Netherlands, Singapore
with Lime

Coca-Cola June
End of 2005 Was only available in New Zealand.
Raspberry 2005

Coca-Cola
2005
Zero

Coca-Cola Only available in Federation of Bosnia and Herzegovina,

2005
M5 Germany, Italy, Spain, Mexico and Brazil

Coca-Cola
Middle of
Black Cherry 2006 Was replaced by Vanilla Coke in June 2007
2007
Vanilla

Only available in the United States, France, Canada,

Coca-Cola Beginning of
2006 Czech Republic, Slovak Republic, Federation of Bosnia
Belk 2008
and Herzegovina, Bulgaria and Lithuania

Coca-Cola Only available in Federation of Bosnia and Herzegovina,

2006
Citra New Zealand and Japan.

Coca-Cola
2006 Only available in France and Belgium.
Light Sango

Coca-Cola
2007 Only available in the United Kingdom and Gibraltar
Orange

Local competitors

the world, some local brands do compete with Coke. In South and Central America, Kola Real,
known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola. On the French island of
Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-
Cola. In the French region of Bretagne, Breizh Cola is available. In Peru, Inca Kola outsells Coca-
Cola. However, The Coca-Cola Company purchased the brand in 1999. In Sweden, Julmust outsells
Coca-Cola during the Christmas season.[43] In Scotland, the locally-produced Irn-Bru was more
popular than Coca-Cola Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in
some localities. Around until 2005, when Coca-Cola and Diet Coke began to outpace its sales.[44] In
India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. However,
The Coca-Cola Company purchased Thums Up in 1993.[45] As of 2004, Coca-Cola held a 60.9%
market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in
which there exists a United States embargo. French brand Mecca Cola and British brand Qibla
Cola, popular in the Middle East, are a competitor to Coca-Cola. In Turkey, Cola Turka is a major
competitor to Coca-Cola. In Iran and also many countries of Middle East, Zam Zam Cola and Pepsi
Cola are major competitors to Coca-Cola. In some parts of China, Future cola or 非常可乐 can be
bought. In Slovenia, the locally-produced Cocktail is a major competitor to Coca-Cola, as is the
inexpensive Mercator Cola, which is sold only in the country's biggest supermarket chain,
Mercator. In Israel, RC Cola is an inexpensive competitor. In Madagascar, Classic Cola, made by
Tiko Group, the largest manufacturing company in the country, is a serious competitor to Coca-
Cola in many regions. On the Portuguese island of Madeira, Laranjada is the top selling soft drink.
In the UK Coca-Cola stated that Pepsi was not its main rival, but rather Robinson’s drinks.

Sponsorship of sporting events

Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928 games in Amsterdam and
has been an Olympics sponsor ever since.[59] This corporate sponsorship included the 1996 Summer
Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Since 1978 Coca-
Cola has sponsored each FIFA World Cup and other competitions organised by FIFA. In fact, one
of the FIFA tournament trophy: FIFA World Youth Championship from Tunisia in 1977 to
Malaysia in 1997 was called "FIFA — Coca Cola Cup".[60] In addition, Coca-Cola sponsors the
annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Lowe's Motor
Speedway in Charlotte, North Carolina and Daytona International Speedway in Daytona, Florida.
Coca-Cola has a long history of sports marketing relationships, which over the years have included
Major League Baseball, the National Football League, National Basketball Association and the
National Hockey League, as well as with many teams within those leagues. Coca-Cola is the
official soft drink of many collegiate football teams throughout the nation.

In India Coca-Cola was one of the official Sponsors of the 1996 Cricket World Cup.

In England, Coca-Cola is the main sponsor of The Football League, a name given to the three
professional divisions below the Premier League in football (soccer). It is also responsible for the
renaming of these divisions — until the advent of Coca-Cola sponsorship, they were referred to as
Divisions One, Two and Three. Since 2004, the divisions have been known as The Championship
(equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of Division 3). This
renaming has caused unrest amongst some fans who see it as farcical that the third tier of English
Football is now called "League One." In 2005 Coca-Cola launched a competition for the 72 clubs of
the football league — it was called "Win a Player". This allowed fans to place 1 vote per day for
their beloved club, with 1 entry being chosen at random earning £250,000 for the club. This was
repeated in 2006. The "Win A Player" competition was very controversial, as at the end of the 2
competitions, Leeds United AFC had the most votes by more than double, yet they did not win any
money to spend on a new player for the club. In 2007 the competition changed to "Buy a Player".
This competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola and submit the code
on the wrapper on the Coca-Cola website {www.coca-colafootball.co.uk}. This code could then
earn anything from 50p to £100,000 for a club of their choice. This competition was favored over
the old "Win A Player" competition as it allowed all clubs to win some money, instead of all the
money going to one winning club.
Products and brands

The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake
Coca-Cola beverage. This includes other varieties of Coca-Cola such as:

 Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based artificial
sweetener in place of sugar
 Diet Coke Caffeine-Free
 Cherry Coke (1985)
 Diet Cherry Coke (1986)
 Coke with Lemon (2001)
 Diet Coke with Lemon (2001)
 Vanilla Coke (2002)
 Diet Vanilla Coke (2002)
 Coca-Cola C2 (2004)
 Coke with Lime (2004)
 Aquarius Mineral Water (2004)
 Diet Coke with Lime (2004)
 Diet Coke Sweetened with Splenda (2005)
 Coca-Cola Zero (2005)
 Coca-Cola Black Cherry Vanilla (2006)
 Diet Coca-Cola Black Cherry Vanilla (2006)
 Coca-Cola BlāK (2006)
 Diet Coke Plus (2007)
 Coca-Cola Orange (2007)

Bottlers

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup
concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola
franchise. Coca-Cola 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 the resulting Coca-Cola product to
retail stores, vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is fountain syrups in
the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of
fountain syrups directly to authorized fountain wholesalers and some fountain retailers.

In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling, canning and
distribution operations which produced approximately 58% of volume. Significant investees
include:

 36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of
Canada and 100% of Great Britain (but not Northern Ireland), continental France and the
Netherlands, Luxembourg, Belgium and Monaco.
 40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population) for 48% of Mexico,
16% of Brazil, 98% of Colombia, 47% of Guatemala, 100% of Costa Rica, Ecuador,
Nicaragua, Panama, Peru and Venezuela, and 30% of Argentina.

24% of Coca-Cola Hellenic Bottling Company, S.A. which produces (by population) for 67%
of Italy and 100% of Armenia, Austria, Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, the
Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova,
Montenegro, Nigeria, Northern Ireland, Poland, Rep. of Ireland, Romania, Russia, Serbia,
Slovakia, Slovenia, Switzerland and Ukraine.

 34% of Coca-Cola Amatil limited which produces (by population) for 98% of Indonesia and
100% of Australia, Indonesia, New Zealand, South Korea, Fiji and Papua New Guinea.

 20% of Coca-Cola Icecap AŞ. which produces (by population) for 100% of Turkey,
Kazakhstan, Azerbaijan, Kyrgyzstan, Jordan, Syria, Iraq & Turkmenistan.

 27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola bottler in the United
States. The company was incorporated in 1980, and "its predecessors have been in the soft
drink manufacturing and distribution business since 1902." [4]

Packaging & Logo Design

U.S. containers in 2008. Various sizes from 8-67.6 US fl oz (237 mL-2 L) shown in can, glass and plastic
bottles

In the United States, soft drinks are sold in 2 Ls, 1.5 L, 1 L, 500 ml, 8, 12, 20 and 24 U.S. fluid
ounce plastic bottles, 12 U.S. fluid ounce cans, and short eight-ounce cans. Some Coca-Cola
products can be purchased in 8 and 12 U.S. fluid ounce glass bottles. Jones Soda and Orange Crush
are sold in 16 U.S. fluid ounce (1 U.S. pint) glass bottles. Cans are packaged in a variety of
quantities such as six packs, 12 packs and cases of 24, 36, and 360. With the advent of energy
drinks sold in eight-ounce cans in the US, some soft drinks are now sold in similarly sized cans. It is
also common for carbonated soft drinks to be served as fountain drinks in which carbonation is
added to a concentrate immediately prior to serving.

In Europe soft drinks are typically sold in 2 L, 1.5 L, 1 L, 0.33 L plastic or 0.5 L glass bottles,
aluminium cans are traditionally sized in 0.33 L, although 250 ml "slim" cans have become popular
since the introduction of canned energy drinks and 355 ml variants of the slim cans have been
introduced by Red Bull more recently. Cans and bottles often come in packs of six or four. Several
countries have standard recycled packaging with a forfeit typically ranging from € 0.15 to 0.25:
bottles are smelted, or cleaned and refilled; cans are crushed and sold as scrap aluminium.

In Australia, soft drinks are usually sold in 375 ml cans or glass or plastic bottles. Bottles are
usually 390 ml, 600 ml, 1.25 L or 2 L. However, 1.5 L bottles have more recently been used by the
Coca-Cola Company.

In Canada, soft drinks are sold in cans of 236 ml (8.3 imp fl oz), 355 ml (12.5 imp fl oz), 473 ml
(16.6 imp fl oz), and bottles of 591 ml (20.8 imp fl oz), 710 ml (25.0 imp fl oz), 1 L (35.2 imp
fl oz), 1.89 L (67 imp fl oz), and 2 L (70.4 imp fl oz). The odd sizes are due to being the metric
near-equivalents to 8, 12, 16, 20, 24, and 64 U.S. fluid ounces. This allows bottlers to use the same-
sized containers as in the U.S. market. This is an example of a wider phenomenon in North
America. Brands of more international soft drinks such as Fanta and Red Bull are more likely to
come in round-figure capacities.

In India, soft drinks are available in 200 ml and 300 ml glass bottles, 330 ml cans and 600 ml, 1.25-
liter, 1.5-liter and 2-liter plastic bottles

Logo design

U.S. containers in 2008. Various sizes from 8-67.6 U.S. fl oz (237 mL-2 L) shown in can, glass and plastic
bottles

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson,
in 1885.[36] It was Robinson who came up with the name, and he also chose the logo’s distinctive
cursive script. The typeface used, known as Spenserian script, was developed in the mid 19th
century and was the dominant form of formal handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions
to Pemberton included giving away thousands of free drink coupons and plastering the city of
Atlanta with publicity banners and streetcar signs

CONCLUSION

The whole research shows that there are only two companies dominating in the soft drinks market-
coca-cola and Pepsi. There is neck – to- neck competition in between these companies.
Coke has been adopting aggressive marketing strategies to attract customer. Once of the coke’s
major competitor is yet another global leader Pepsi. To wars off the threats posed by this stringent
competition of coke & Pepsi has adopted some excellent marketing strategies like

 Acquiring bottling plant as many as possible

 Bottling holds the key to the distribution
 Sponsoring major and local events.
 Making successful product launches.
 Establishing prominent brands of long term stability
 Good relation with customers.
 Constant touch with the market.

By conducting marketing research in city, Coke & Pepsi can further increase its market share. In
general any company to be the market leaders, it has to analyze the market size, growth, project
potential, buyer behaviour, life style, purchasing behaviour & the taste of the consumers. The
aggressive companies will utilize the full market opportunities.

QUESTIONNAIRE
 Q1. Type of outlet

(a) General store (b) Pan shop

(C) Sweet shop (d) Canteen

Q2. Which brand of soft drinks you deal in ?

(a) Coca cola (b) Pepsi

(c) Both (d) Others

Q3. Which company’s signage you have in your outlet ?

(a) Coca cola (b) Pepsi

(c)Both (d) No signage

Q4. Which company’s visi- cooler you have in your outlet ?

(a) Coca cola (b) Pepsi

(a) Both (d) Mixed

Q5. Which company have better distribution network ?

(a) Coca cola (b) Pepsi (C) Both

Q6. Which is most preferred size of the bottle by customer ?

200ml 300ml 500ml 1000ml 1500ml 2000ml

Q7. Do the customer know the difference between branded and

 unbranded soft drinks ?

Yes No

Q8. What type of cold drinks you are selling ?

(a) Branded (b) unbranded (c) Both

Q9. Major age group of customers who buy soft drinks ?

(a) 5-15 (b) 15-25 (c) 35-45 (d) 45-55

Q10. What do you feel about the price of branded soft drinks ?

(a) Very high (b) High (c) Medium (d) Low (e) Reasonable

Q11. Do you feel a price reduction will increase the sales of branded soft
drinks ?

(a) Yes (b) No

Q12. Which medium affect the sales most ?

 (a)Television (b) Magazines/News papers

(c) Display (d) Wall paintings/Hoardings

Q13. Do you think that aggressive advertising further increase the sales
volume of Pepsi?

(a) Yes (b) No (c) No reply

Q14. What kind of promotional activities affect sale mostly ?

(a)Free bottle scheme (b) Prize

(c) Discount carats (d) Other

Q15. What are your suggestion to improve the sale ?

(a) New schemes

(b) Refrigeration system
(c) Advertisement
(d) Reduction in deposits

(e) Credit facilities

(f) Regular supply