Marketing Management - I

Assignment-2 &

Presented by
Md Shadab Alam
Krishna Kumar
Tanvir Singh
Guided by Rachna Lunia
Prof.Rema Vishwanathan Shashank Agarwal
Anurag Saxena
 Founded by

Caleb
Bradham
Founded in 1898,North
Carolina
Introduced as Brad’s drink
In 1902 Pepsi-cola was
launched
 Products of Pepsico
 Softdrinks (Pepsi,
Mirinda,7UP,Slice, Mountain dew
etc.)
 Package drinking
water(Aquafina)
 Fruit juice (Tropicana)
 Snacks (Kurkure, Uncle chips,
Lays, Cheetos etc.)
 Slogans
 Ye pyaas hai badi

 Ye hai youngistaan meri jaan

 Ye dil maange more

 Badal do zamana

 Yehi hai right choice BABY AA HAA . . .

 Years to Remember
 1975 – Blind tasting

 1996 – Pepsi stuff (Pepsi points)

(Age less wonders)
 2007 – 30 Different background on each
can 73774
 Latest Marketing
Strategy
 Beginning of a trend ?

 Celebrity endorsement

 Ultra cheap drink

 Beverage digest
2008 report
 MarketShare
US- Pepsico 30.8%
Coke- 42.7%
Exceptions –Buffallo ,New York
India , Saudi Arabia
Coca cola + Pepsi = 95%
 Pepsi in India
 Entered india in 1989
 Joint venture PAIC & VOLTAS

 joint venture marketed and sold

Lehar Pepsi until 1991
 bought out its partners and ended
the joint venture in 1994.
 Continued…..
 per capita 6 bottles per annum in the
year 2003.
 US 600+ bottles per annum,

 India the fastest growing markets

and by the sheer volumes, India is a
promising market for soft drinks.
 Continued….
 29% of Indian consumers report
consuming carbonated beverages/
soft drinks during a fixed time of the
day.
 Consumption is highest in Tier I
cities such as Mumbai, Delhi,
Kolkata, Chennai, Hyderabad and
Bangalore. .
Revenue & Net income
 Founded by
Dr. John Stith
Pemberton
Founded on May
8,1886
 Journey of Coca
cola
 The best-known and most-admired
trademark in the world.

 Holds 73rd position in FORTUNE 500

 28oo+ products

Global presence in 200+ countries and

still expanding.
 Product
Segments
• Soft drinks
• Packaged drinking water
• Tea & Coffee
• Fruit juice
 MISSION

To Refresh the World... In

body,
: mind, and spirit.
To Inspire Moments of
Optimism... Through our
brands and our actions.
To Create Value and Make a
Difference... Everywhere we
engage.
 VISION
People.
Planet.
Profit.
Productivity.


 Coca cola India
 Includes 24 Company-owned bottling
operations

 Employ 5,500+ local people and create jobs

for another 150,000+

 Left India in 1977 having a row with Govt

 Came back in 1993 & acquired local brands

like thums up,citra,gold spot,limca,maaza
 Continued……
 Launched KINLEY in 2001

 Focused basically on children & middle aged

people

 Built a psychological image of superiority

among customers
 Hiccups in the run
 August 5, 2003 Pollution Monitoring Laboratory
(PML) of the Centre for Science and Environment
(CSE).
 Major cold drink brands that sold in and around
Delhi contained a deadly cocktail of pesticide
residues.
 Four extremely toxic pesticides and insecticides:
Lindane,DDT, Malathion and Chlorpyrifos
 Cancer causing, damage to the nervous and
reproductive systems, birth defects and severe
disruption of the immune system.
 Major setback to companies prospect
 Marketing Strategy
 Deep penetration channel.
 Customer satisfaction.
 Endorsement of celebrities.
 Taste that lingers in the tongue.
 Reasonably priced.
 Consumer connecting
advertisements.
 Availability in every local market.
 4P’s
Product
 Coca cola, Thums  Pepsi
Up
 Sprite  7up, Mountain Dew
 Maaza  Slice
 Fanta  Mirinda
 Kinley  Aquafina
 Limca
 Georgia(tea &  Snacks
coffee)
 Price
Coca cola Pepsi
 200ml- Rs. 8  200ml- Rs.8

 300ml- Rs. 10  300ml- Rs.10

 600ml- Rs.20  600ml –Rs.20

 2000ml- Rs.55  2000ml –Rs.55

 Can 330ml– Rs.20  Can 200ml- Rs.15

 Promotion
Coca cola Pepsi
 Advertisment  Advertisment

 Filmstars &  Filmstars &

Sportsperson Sportsperson

 Consumers offer  Consumers offer

 Sponsorship  Sponsorship
 Place
Coca cola Pepsi
 Present at every  Present at every
footstep. footstep.

 Essential part of  Essential part of

most most
celebrations,party’ celebrations,party’
s and get- s and get-
togethers. togethers.
Market Share

 Coca cola holds 57.8 %

 Pepsi holds 35.6%
 Thums Up holds 19.1%
 Coca cola brand holds 12.2%
 Sprite holds 12.25%
 Limca holds 10.9%
 Fanta holds 10%
 Bibliography
 Google

 Wikipedia

 Bing

 Official website of coca cola & Pepsi

 Thank

You