1. Project Report on
PEPSI COLA
Vs
COCA COLA
Comparative Analysis
And Research –
Pepsi cola Vs Coca cola
Summer Internship Report
2. ACKNOWLEDGEMENT
Well to say this is my project would be totally untrue. At best this was
my dream. There are people in this world, some of them so wonderful,
that made this dream become a project. I would like to thank all of them,
and in particular:
Especially, MR.Arvind Rathore Franchise manager - who trained us about
products and services of PEPSICO and taught us how to deal with
customer,
All the TDM , CE and Sachin,Umer, Deepti ( Coordinator) – whose off
time discussions with me always encouraged and motivated me for the
project, he was the one who helped me in understanding the market in a
better and easier way.
MRS. Suman Suhag (internal faculty guide) and MRS. Sweta seth
(Program director)teacher cum mentor, they helped me right from the
beginning to the end of my project in every aspect,
Mr Shelesh and MRS. Taruna, Placement cell – After all without their
support I would have never got a chance to do my project in my dream
topic.
My friends and colleagues Wasim ,Prashant, Sandeep , Laleet,
Pawan,Vinod,Vikas and others that surround me, love me and make life fun
to reduce stress and tiredness.
2
3. And lastly, it is only when one writes and realizes the true power of MS
word 2007, from grammar checks to replace-alls. It is simple. And the
power of Windows XP the OS where MS Office is …. Thank you Mr. Bill
Gates and Microsoft Corp!
DECLARATION
I Ravindra meghani declare that this project report entitled comparative
analysis of market share Pepsi cola verses coca cola is an original piece of
work done and submitted by me towards partial fulfillment of my post
graduate programme in MBA, under the guidance of Mr. Arvind Rathorer
(FM) Pepsi food private limited.
DATE: SIGNATURE:
3
4. PREFACE
Marketing plays vital role in today’s business scenario in consumer
product Company, when there is such a high competition in the
market.
The emphasis in the project is providing the study and an insight
into Indian FMCG Business Scenario. The Summer Project is
designed to provide participation of MBA program as on the job
experience. This has given a chance to try and apply the academic
knowledge and gain insight into corporate culture. This helps in
4
5. developing decision-making abilities and emphasizes on active
participation by the student.
We gained valuable experience & knowledge during the survey.
The Project consists of our findings after data analysis & then
conclusions were drawn and finally recommendations were put
forward.
TAbLE OF ThE CONTENT
Certificate…………………………………………………………..……..…………..2
Acknowledgement……..……………….………………………..…..……………3
Declaration……………..……………… ………………………..….……….……4
Preface……………………………………………………………………………..5
Table of the content………………………………………………………………6
Executive Summary………………… ..………………………………………….7
1.Introduction… ……………………....................................................................8
1.1. History of PEPSICO and COCA-COLA……………………….………………….....9
1.2. Product of PEPSICO and COCA-COLA..……..………………………………….…15
1.3. PEPSICO and COCA-COLA IN INDIA………………………………….…...….….11
2. 2. Objective of study………………………………………………………………………………19
3. 3.Compare sales and distribution…………….……………………………………………21
3.1. Channel type.…………………………………………………………..………………..…22
3.2. Distribution service….…………………………………………….……..……………23
3.3. Distribution of visi…………………........................................................................24
3.4. Product……………………………………………………………………………………….25
3.5. Market share………..……………………………………………………………………..26
3.6. Feedback and Remark…………………………………………………………………27
5
6. 4. Methodology and Analysis of Data …………………………………………………...31
4.1. Research Methodology………………………………………………………………..
4.2. Data collection Primary and Secondary…………………………………………
4.3. Using of data………………………………………………………………………………..
4.4. Statistical tools…………………………………………………………………………….
4.5. SWOT analysis…………………………………………………………………..…………32
4.6. Area wise analysis…………………….………………………………………………...35
4.7. Company analysis……………………………………………………………………….36
5. Recommendation and suggestions
6. Limitations
Bibliography
Annexure
EXECUTIVE SUMMARY
PepsiCo is the world's premier consumer products company focused on
convenience food and beverages. We seek to produce healthy financial reward to
investors as we provide opportunities for growth and enrichment to our
employee
PepsiCo India and its partners have invested more than U.S. $1 billion since the
company was established in the country. PepsiCo provides direct and indirect
employment to 150,000 people including suppliers and distributors
The group has built an expansive beverage and foods business. To support its
operations, PepsiCo has 43 bottling plants in India, of which 15 are company
owned and 28 are franchisee owned. 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 and farmers.
To deliver on this commitment, PepsiCo India will build on the incredibly strong
foundation of achievement and scale up its initiatives while focusing on the
6
7. following 4 critical areas that have a business link and where we believe that we
can have the most impact.
Coca-Cola is carbonated soft drinks sold in stores, restaurants and vending
machines internationally. The Coca-Cola Company claims that the beverage is
sold in more than 200 countries. 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 and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise Coca-
Cola to retail stores and vending machines
7
8. INTRODUCTION
hISTORY OF ‘PEPSICO’
Pepsi is a soft drinks produced and manufactured by PepsiCo. It is sold in many
places such as retail stores, restaurants, schools, cinemas and from vending
machine. The drink was first made in the 1880s by pharmacist Calab Bradham in
New Bern, North Carolina. The brand was trademarked on June 16, 1903. There
have been many Pepsi variants produced over the years since 1898.
It was first introduced in North Carolina in 1898 by Caleb Bradham who made it
at his pharmacy which sold the drink which was known back then as "Brad's
Drink", and was later named Pepsi Cola possibly due the digestive enzyme
pepsin and kola nuts used in the recipe. Bradham sought to create a fountain
drink that was delicious and would aid in digestion and boost energy.
8
9. 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, and sales increased to 19,848 gallons. In
1926, Pepsi received its first logo redesign since the original design of 1905.
In 1931, the Pepsi-Cola Company went bankrupt during the Great Depression -
in large part due to financial losses incurred by speculating on wildly fluctuating
sugar prices as a result of World War-I. Assets were sold and Roy C. Megargel
bought the Pepsi trademark.[3] Eight years later, the company went bankrupt
again. Pepsi's assets were then purchased by Charles Guth, the President of Loft
Inc. Loft was a candy manufacturer with retail stores that contained soda
fountains. He sought to replace Coca-Cola at his stores' fountains after Coke
refused to give him a discount on syrup. Guth then had Loft's chemists
reformulate the Pepsi-Cola syrup formula.
During the Great Depression, Pepsi gained popularity following the introduction
in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when
the price was slashed to five cents, sales increased substantially. With a radio
advertising campaign featuring the jingle "Pepsi cola hits the spot / Twelve full
ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for
you," arranged in such a way that the jingle never ends.
Pepsi's success under Guth came while the Loft Candy business was faltering.
Since he had initially used Loft's finances and facilities to establish the new Pepsi
success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-
Cola company.
PEPSICO IN INDIA
PepsiCo entered India in 1989 and has grown to become one of the country’s
leading food and beverage companies. One of the largest multinational investors
in the country, PepsiCo has established a business which aims to serve the long
term dynamic needs of consumers in India.
PepsiCo India and its partners have invested more than U.S.$1 billion since the
company was established in the country. PepsiCo provides direct and indirect
employment to 150,000 people including suppliers and distributors.
PepsiCo nourishes consumers with a range of products from treats to healthy
eats, that deliver joy as well as nutrition and always, good taste. PepsiCo India’s
expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda
9
10. and Mountain Dew, in addition to low calorie options such as Diet Pepsi,
hydrating and nutritional beverages such as Aquafina drinking water, isotonic
sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks –
Tropicana Nectars, Tropicana Twister and Slice.
PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack
market and all Frito Lay products are free of trans-fat and MSG. It manufactures
Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional
snacks under the Kurkure and Lehar brands. The company’s high fibre breakfast
cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful
choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle
Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated
fats and all of its products contain voluntary nutritional labeling on their packets.
The group has built an expansive beverage and foods business. To support its
operations, PepsiCo has 43 bottling plants in India, of which 15 are company
owned and 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 and farmers.
FINDINGS ON ThE bASIS OF hISTORY:
The ad campaign has been Indianised with a lot money being spent on
advertising.
Brand has been kept alive by effective promotional schemes.
Coca Cola in the initial years of it’s incorporation had spent a lot of money on
advertising. Coke is the longest surviving sponsored of The Olympics. To reach at
this position advertising and effective event marketing have played a major role
for Coca Cola.
"To be the world's premier consumer Products Company focused on convenience
foods and beverages. We seek to produce healthy financial rewards to investors as
we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we
do, we strive for honesty, fairness and integrity."
10
11. PepsiCo is a world leader in convenience foods and beverages, with 2007
revenues of more than $39 billion and more than 185,000 employees across the
world. Its world renowned brands are available in nearly 200 countries and
territories.
PepsiCo entered India in 1989 and has grown to become the country’s largest
selling food and beverage companies. One of the largest multinational investors in
the country, PepsiCo has established a business which aims to serve the long term
dynamic needs of consumers in India.
PepsiCo India and its partners have invested more than U.S.$700 million since the
company was established in the country in 1989. In India, PepsiCo provides direct
employment to 4,000 people and indirect employment to 60,000 people including
suppliers and distributors.
PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi,
7 UP, Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi
and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking
water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice
based drinks – Tropicana,
Tropicana Twister and Slice. Our
local brands – Lehar Everess Soda,
Dukes Lemonade and Mangola
complete our diverse spectrum of
brands.
PEPSI'S SLICE LAUNChES 'AAMSUTRA'
PepsiCo’s popular mango juice drinks brand - Slice - kicked off the 2009
season with its new 'Aamsutra' concept. According to Homi Battiwalla,
business head – juice and juice drinks, PepsiCo India, Slice had seen
powerful consumer momentum post relaunch of 2008.
"South Indiais the leading market for mango drinks in the country.
Andhra Pradesh is the biggest mango market and also the fastest growing
market for Slice and other mango drinks in the country. Tamil Nadu is
among the top three states and Slice is the market-leader in Tamil Nadu,"
he added.
Pepsi has now opted for a new brand ambassador, Katrina Kaif. "The
11
12. creative thought behind the new communication was to further enhance
the Slice experience into dimensions of pleasure, sensuality and
indulgence. Last year's commercial was about enumerating the principles
of 'Aamsutra' - the art of experiencing pure mango pleasure - with the
new Slice. This year, the commercial portrays the next level to bring alive
the mango indulgence," stated Hari Krishnan, vice president, JWT - the
agency responsible for Slice's campaign.
The company has now opted for a 360o multimedia campaigns involving
digital, print, radio, impact outdoors and sampling in core markets.
PepsiCo’s snack food company, Frito-Lay, is the leader in the branded.
The group has built an expansive beverage, snack food and exports
business and to support the operations are the group’s 38 bottling plants
in India, of which 15 are company owned and 22 are franchisee owned. In
addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art
plants. PepsiCo’s business is based on its sustainability vision of making
tomorrow better than today. Our commitment to living by this vision
every day is visible in our contribution to our country, consumers, farmers
and our people
Performance with Purpose articulates PepsiCo India's belief that its
businesses are intrinsically connected to the communities and world that
surrounds it. Performance with Purpose means delivering superior
financial performance at the same time as we improve the world.
To deliver on this commitment, PepsiCo India will build on the incredibly
strong foundation of achievement and scale up its initiatives while
focusing on the
following 4 critical areas that have a business link and where we believe
that we can have the most impact.
hISTORY OF ‘COCA-COLA’
The first Coca-Cola recipe was invented in a drugstore in Columbus, Geogia by
John Pemnerton, originally as a coca wine called Pemnerton’s frensh Wine Cola
in 1885. He may have been inspired by the formidable success of Vin Mariani, a
European coca wine.
12
13. In 1886, when Atlanta and Fulton Country passed prohibition legislation,
Pemberton responded by developing Coca-Cola, essentially a non-alcoholic
version of French Wine Cola. The first sales were at Jacob's Pharmacy in Atlanta,
Georgia, on May 8, 1886. It was initially sold as a patent medicine for five cents a
glass at soda fountains, which were popular in the United state at the time due to
the belief that carbonated water was good for the health. Pemberton claimed
Coca-Cola cured many diseases, including morphine addiction, dyspepsia,
neurasthenia, headache, and importance. Pemberton ran the first advertisement
for the beverage on May 29 of the same year in the Atlanta Journal.
By 1888, three versions of Coca-Cola—sold by three separate businesses—were
on the market. As a Griggs Candler acquired a stake in Pemberton's company in
1887 and incorporated it as the Coca-Cola in 1888. The same year, while suffering
from an ongoing addiction to morphine], Pemberton sold the rights a second
time to four more businessmen: J.C.Mayfield, A.O. Murphy, C.O. Mullahy and
E.H. Blood worth. Meanwhile, Pemberton's alcoholic [] son Charley Pemnerton
began selling his own version of the products.
John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the
other two manufacturers could continue to use the formula. So, in the summer of
1888, Candler sold his beverage under the names Yum Yum and Coke. After
both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in
late 1888, in order to force his two competitors out of the business. Candler
purchased exclusive right to the formula from John Pemberton, Margaret Dozier
and Woolflk Walker. However, in 1914, Dozier came forward to claim her
signature on the bill of sale had been forged, and subsequent analysis has
indicated John Pemberton's signature was most likely a forgery as well.
In 1892 Candler incorporated a second company, The Coca-Cola Company (the
current corporation), and in 1910 Candler had the earliest records of the
company burned, further obscuring its legal origins. By the time of its 50th
anniversary, the drink had reached the status of a national icon for the USA. In
1935, it was certified Kosher by Rabbi Tobias Geffen, after the company made
minor changes in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first
outdoor wall advertisement was painted in the same year as well in Cartesville,
Georgia. Cans of Coke first appeared in 1955. The first bottling of Coca-Cola
occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891.
Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn
bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B.
13
14. Whitehead, proposed the idea and were so persuasive that Candler signed a
contract giving them control of the procedure for only one dollar. Candler never
collected his dollar, but in 1899 Chattanooga became the site of the first Coca-
Cola bottling company. The loosely termed contract proved to be problematic for
the company for decades to come. Legal matters were not helped by the decision
of the bottlers to subcontract to other companies, effectively becoming parent
bottlers.
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in
small quantities, as an over-the-counter remedy for nausea or mildly upset
stomach.
NEW COKE
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the
formula of the drink with "New Coke". Follow-up taste tests revealed that most
consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-
Cola management was unprepared for the public's nostalgia for the old drink,
leading to a backlash. The company gave in to protests and returned to the old
formula under the name Coca-Cola Classic on July 10, 1985.
21st century
On February 7, 2005, the Coca-Cola Company announced that in the second
quarter of 2005 they planned to launch a Diet Coke product sweetened with the
artificial sweetener sucralose ("Splenda"), the same sweetener currently used in
Pepsi One. On March 21, 2005, it announced another diet product, "Coca-Cola
Zero", sweetened partly with a blend of aspartame and acesulfame potassium.
Recently Coca-Cola has begun to sell a new "healthy soda": Diet Coke with
vitamins B6, B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus."
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq
for the first time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to
"Coca-Cola." The word "Classic" was truncated because "New Coke" was no
longer in production, eliminating the need to differentiate between the two. The
formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of
16-ounce bottles sold in parts of the southeastern United State. The change is part
of a larger strategy to rejuvenate the product's image.
14
15. PRODUCT’S PROFILE
Product Category: Carbonated Soft Drinks
Brand Name: PEPSI-COLA AND COCA-COLA
Type: Bottle and Cans
Size: 200ml, 300ml, 500ml, 1ltr, 2ltr
Information:
Ingredients Information
Nutrition Information
Ingredients Information: carbonated water, high fructose corn syrup, caramel color,
sugar, phosphoric acid, caffeine, citric acid, natural flavors
PRODUCT
PRODUCT OF PEPSCO PRODUCT OF
COCA-COLA
1. PEPSI 1. COKE
2. MIRINDA 2. THUMS-
UP
3. MIRINDA LEMON 3. SPRITE
4. MOUNTAIN DEW 4. LIMCA
5. NIMBOOZ 5. FENTA
6. SLICE 6. MAZZA
7. 7 UP 7. KINLEY
8. AQUAFINA
15
16. DELHI MARKET
PepsiCo is a soft drink produced and manufactured by PepsiCo. It is
sold in many places such as retail stores, restaurants, schools, cinemas and from
vending machines. PepsiCo is working with one head quarter and three
territories. PepsiCo is working with more than one lake people those are joint
directly and indirectly with the company. There are 56 distributors and 33 root
agents always connect with the company and joint each and every corner of
Delhi with the company. Every year more than ten lake people take the test of
PepsiCo.
hIERARChY OF PEPSI AND COKE
General Manager (GM)
Franchisee Manager (FM)
Territory Development Manager (TDM)
Area Development Manager (ADM)
Customer Executive (CE)
16
17. MARKET OF PEPSI
Delhi is a metro city and it is the capital of India. In Delhi there are
more than one lake soft drink outlets. PepsiCo cover all the outlets through
their distribution channel for supply.. In PepsiCo all the management work
done by Gurgoan office and all the Delhi is divide into three major area jai
drinks private limited(JDPL) , Pearl drinks limited(PDL) and Trasent
Yamuna (TY) for the distribution of PepsiCo.
PEPSICO IN DELHI
JAI DRINKS PRIVATE PEARL DRINKS TRASENT
LIMITED LIMITED YAMUNA
DISTRIBUTOR OF THE DIRECT SUPPLY OR
AREA ROOT AGENT
17
18. MARKET OF COCA-COLA
Delhi is a metro city and it is the capital of India. In Delhi there are more than
one lake soft drink outlets. Coca-Cola cover all the outlets through their
distribution channel for supply.. In Coca-Cola all the management work
done by Gurgoan office and all the Delhi is divide into three major area
Hindustan drinks private limited(HDPL) , City drinks limited(CDL) and
Varun drinks private Ltd. (VDPL) for the distribution of Cola-Cola
COCA-COLA IN
DELHI
HINDUSTAN DRINKS CITY DRINKS VARUN DRINKS
PRIVATE LIMITED LIMITED LIMITED
DISTRIBUTOR OF THE DIRECT SUPPLY OR
AREA ROOT AGENT
18
21. ObJECTIVE OF ThE STUDY
The main objective of the study of PepsiCo and Coca-Cola is to find the market
share , identification gap between sales and distribution, satisfaction level of
customer, services provided by the company , span of control through hierarchy
level, distribution channel, how company covered the market, stock supply by
the company, increasing market share, sustain and maintain quality, product and
services.
Statement of research objectives start when problems are identified. There are
some problems being identified such as brand awareness, quality awareness,
factors influence the choice of customer, brand advertisements and more.
PEPSICO COCA-COLA
Type Cola
Manufacturer PepsiCo.
Country of origin United States
Introduced 1898 (as Brad's Drink)
June 16, 1903 (as Pepsi-
Cola)
1961 (as Pepsi)
Related products Coca-Cola
RC-Cola
City-Cola
Webside http://pepsi.com 21
22. Coca-Cola
Type Cola
Manufacture The Coca-Cola Company
r
Country of United States
origin
Related PepsiCo
products RC-Cola
City-Cola
Webside http:cocacola.cpm
22
23. Comparison
Between
Sales and distribution
COMPARE SALES AND DISTRIbUTION
23
24. AREA COVERED Tugalakabad EXT (JDPL)- 416
Ram Nagar (TY) 112
Naveen Shahadra(TY) 144
Najafgarh (PDL) 707
ChANNEL TYPE
In the channel type we find which type of shop is there like grocery shop,
eatery shop, convenience
Grocery 450
Eatery 86
Convenience 785
24
25. DISTRIbUTION SERVICES
In the distribution services we find, the shop keeper how get the PepsiCo
and coke. Like direct supply by the company, by the wholesaler, by the
distributor, by the presale order.
1. Direct service-476
2. Distributor-214
3. Presale-786
4. Wholesaler-557
25
27. DEMAND OF PRODUCT OF PEPSI
In the PepsiCo, There are eight product in the Brewage industry in Delhi.
Like Pepsi, Mirinda, 7up,
Mirinda Lemon, Mountain Dew, Nimbooz, Slice, Aquafina
27
28. DEMAND OF PRODUCT OF COCA-COLA
In the Coca-Cola, There are seven product is going on in the market in the
brewage industry. Like coke, Thumps-up, Sprite, Limca, Maaza, Fenta,
kinley Water.
28
29. OVERALL MARKET ShARE OF PEPSI AND COKE
Overall market share of PepsiCo and Coca-Cola in Delhi.
PEPSICO 57%
COCA-COLA 43%
29
30. LEVEL OF SATISFACTION
I have survey of more than 1500 outlets in Delhi. I found that level of
satisfaction of customer and need of customer. Which services they wants ,
which product they like, which schemes they preferred , those who are not
interested in Pepsico and or coca cola, pepsi monopoly market and coke
monopoly market, whose who are ready to sell the soft drinks but they do
not get it, those who are satisfied customer etc.
30
34. METhODOLOGY AND ANALYSIS OF DATA
REASEARCh METhODOLOGY
Research methodology is a way to systematically solve the research problems. It
may be understood as a science of studying how research is done scientifically.
We study the various steps that are generally adopted by a researcher in
studying his research problem along with the logic behind them. It is necessary
for the researcher to know not only need to know how to develop certain indices
or tests, how to calculate the mean, the mode, the median, standard deviation
and chi – square, how to apply the particular research techniques, are relevant
and which are not and what would they mean and indicate and why?
Researchers also need to understand the assumptions underlying various
techniques and they need to know the criteria by which they can decide that
certain techniques and procedures will be applicable to certain problems and
others will not.
What type of research design was used?
Exploratory Research Design
Why was this type of design used?
Exploratory research is a type of research conducted because a problem has not
been clearly defined. Exploratory research helps determine the best research
design, data collection method and selection of subjects. Given its fundamental
nature, exploratory research often concludes that a perceived problem does not
actually exist.
Exploratory research often relies on secondary research such as reviewing
available literature and/or data, or qualitative approaches such as informal
discussions with consumers, employees, management or competitors, and more
formal approaches through in-depth interviews, focus groups, projective
methods, case studies or pilot studies. The Internet allows for research methods
that are more interactive in nature: E.g., RSS feeds efficiently supply researchers
with up-to-date information; major search engine search results may be sent by
email to researchers by services such as Google Alerts; comprehensive search
results are tracked over lengthy periods of time by services such as Google
Trends; and Web sites may be created to attract worldwide feedback on any
subject.
The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation.
Although the results of qualitative research can give some indication as to the
34
35. "why", "how" and "when" something occurs, it cannot tell us "how often" or "how
many."Exploratory research is not typically generalizable to the population at
large.
What data collection methods were used?
Primary Data
Secondary Data
Survey
Primary Data Collection Methods:
In primary data collection, you collect the data yourself using methods such as
interviews and questionnaires. The key point here is that the data you collect is
unique to you and your research and, until you publish, no one else has access
to it.
There are many methods of collecting primary data and the main methods
include:
Questionnaires
Interviews
Focus group interviews
Secondary Data Collection Methods:
All methods of data collection can supply quantitative data (numbers, statistics or
financial) or qualitative data (usually words or text). Quantitative data may often
be presented in tabular or graphical form. Secondary data is data that has
already been collected by someone else for a different purpose to yours.
Survey:
surveys are used to collect quantitative information about items in a population.
Surveys of human populations and institutions are common in political polling
and government, health, social science and marketing research. A survey may
35
36. focus on opinions or factual information depending on its purpose, and many
surveys involve administering questions to individuals. When the questions are
administered by a researcher, the survey is called a structured interview or a
researcher-administered survey. When the questions are administered by the
respondent, the survey is referred to as a questionnaire or a self-administered
survey.
What Data Collection Devices were Used?
In primary data:
Questionnaire (Mixed)
Close ended
Personal Interview
In Secondary Data:
Search Engines
Wikipedia & Encyclopedia
Google
WWW.pepsiindia.com
WWW.cokeindia.com
I am using primary data for data processing and analysis. I have surveyed
in many areas of Delhi. Like Tugalakabad extension, Najafgarh, Shahadra for
finding market share of PepsiCo and coca-cola, supply system, hierarchy level,
span of control, maintain quality and quantity, market demand, feedback etc.
I am using some statistical tool and techniques for data processing and
analyzing like mean, correlation, regression, time series, index number ,
sampling and sampling distribution, estimation, hypothesis testing and other
testing etc, on collected primary data and market share of PepsiCo and Coca-
Cola.
36
37. Market share of PEPSICO AND COCA-COLA
YEAR MARKET SHARE OF MARKET SHARE OF
PCI CCI
2000 43% 57%
2001 47% 53%
2002 44% 46%
2003 42% 58%
2004 48% 52%
2005 51% 49%
2006 58% 42%
2007 55% 45%
2008 57% 43%
2009 58% 42%
Total market share of pepsico 503
Total market share of Coca-Cola 497
Mean value of pci =sum of PepsiCo/ number of year
=sum of PepsiCo= 503
=number of year 10
=503/10
=50.3
Mean value of cci = sum of coke/ number of year
= num of coke=497
= number of yar=10
=497/10
=49.7
37
38. CORRELATION COEFFICIENT
Year Production of Market share Production of Market share
Pepsico(in of pepsico Coca-cola(in of
cr.) cr.) Coca –cola
2000 100 43% 115 57%
2001 102 47% 112 53%
2002 104 44% 113 46%
2003 107 42% 111 58%
2004 105 48% 112 52%
2005 112 51% 112 49%
2006 103 58% 119 42%
2007 99 55% 126 45%
2008 96 57% 123 43%
2009 95 58% 121 42%
SWOT ANALYSIS OF PEPSICO
38
39. STRENGHT WEAKNESS
BIG BRAND NAME IN INDIA SUPPLY IS WEAK IN TY AREA
OUTSTANDING REPOTATION NO ONE IS RESPONSIBLE FOR
SCHEMES
BRODER PRODUCT LINE
COMMUNICATION GAP BETWEEN
SPAN OF CONTROL HIERARCHY
DISTRIBUTOR AND RETAILOR
GOOD SCHEMES
LEAKAGE PROBLEM
INCREASING MARKET SHARE
DISTRIBUTOR DOES NOT WORK
60% MARKET COVERED IN PROPERLY IN SEASON
INDIA
STOCK SHORTAGE PROBLEM IN
STRONG DISTRIBUTION OF SEASON
CHANNEL
SUPPLY OF NIMBOOZ IS
GOOD ADVERTISENT
ADVERTISEMENT
BIG MARKET SHARE GAP B/W
PEPSI AND COKE IN
INTERNATIONAL MARKET
39
40. SWOT ANALYSIS OF PEPSICO
OPPORTUNITY THREAT
NIMBOOZ IS A GOOD OPTION COMPETITOR (COCA-COLA, RC,
FOR LIMCA CITY)
OFFICIAL SPONCERSHIP FOR LIMCA
COMMON WEALTH GAMES AND WHOLESALER
ICC WORLD CUP-2011, OLYMPIC CONSISTENT IN TEST
GAMES-2011 CHANGE DEMAND
EXPEND THE MARKET IN TY
AREA
ATTRACTIVE SCHEMES
NUMBER OF RETAIL COMPANIES
ARE COMING IN INDIA LIKE
WOLL-MART
INCREASE NUMBER OF
DISTRIBUTORS
INCREASE NUMBER OF VISI AND
CREAT PEPSI MONOPOLY
MARKET
40
41. SWOT ANALYSIS OF COCA-COLA
STRENGTH WEAKNESS
BIG BRAND NAME IN INDIA AND SUPPLY IS WEAK IN HDL AREA
ABROAD
SCHEMES IS A BIG ISSUE
OUTSTANDING REPOTATION
COMMUNICATION GAP BETWEEN
BRODER PRODUCT LINE DISTRIBUTOR AND RETAILOR
SPAN OF CONTROL HIERARCHY PURIFICATION PROBLEM
GOOD SCHEMES DISTRIBUTOR DOES NOT WORK
PROPERLY IN SEASON
INCREASING MARKET SHARE
STOCK SHORTAGE PROBLEM IN
45% MARKET COVERED IN
SEASON
INDIA AND 60% MARKET IN
ABORAD SUPPLY OF LIMCA IS
STRONG DISTRIBUTION OF ADVERTISEMENT
CHANNEL
BIG MARKET SHARE GAP B/W
GOOD ADVERTISEment PEPSI AND COKE IN
INTERNATIONAL MARKET
41
42. SWOT ANALYSIS OF COCA-COLA
OPPORTUNITY THREAT
LIMCA IS A GOOD OPTION FOR COMPETITOR (PEPSICO, RC,
PEPSI CITY)
OFFICIAL SPONCERSHIP FOR NIMBOOZ
COMMON WEALTH GAMES AND WHOLESALER
ICC WORLD CUP-2011, OLYMPIC CONSISTENT IN TEST
GAMES-2011 CHANGE DEMAND
EXPEND THE MARKET IN ALL
AREA
ATTRACTIVE SCHEMES
NUMBER OF RETAIL COMPANIES
ARE COMING IN INDIA LIKE
WOLL-MART
INCREASE NUMBER OF
DISTRIBUTORS
INCREASE NUMBER OF VISI AND
CREAT COKE MONOPOLY
MARKET
42
44. ANALYSIS OF TUGALAKAbAD EXT.
GOOD MARKET SHARE OF PEPSI
OVERALL MARKET SHARE OF PEPSI IS 63%
ALL THE MARKET CAPTURED BY WHOLESALER
WHOLESALSER CHANGE LOW PRICES AS COMPARE TO
DISTRIBUTOR THAT’S WHY DEMAND IS HIGH OF PEPSI
DISTRIBUTOR AND CE PROBLEM IN PEPSI AND COKE
13 VISI OF PEPSI AND 7 VISI OF COKE IN 300 OUTLETS
NO SUPPLY BY DISTRIBUTOR PEPSI AND COKE
DUPLICACY OF PEPSI
LARGE MARKET AND DEMAND IS HIGH
SUPPLY IS THE MAJOR PROBLEM
SCHEME ISSUE
REPOTATION IS NOT GOOD
ROOT AGENT IS NOT WOKING PROPERLY
IT MAY BE A GOOD OPPORTUNITY FOR BOTH PEPSI AS WELL AS
COKE
83% SHOPKEEPERS IS NOT SATISFIED WITH SERVICE OF BOTH
PRODUCT
65% SHOPKEEPERS IS FACING SCHEMES PROBLEM
DEMAND IS HIGH OF PEPSI , MIRINDA AND LIMCA.
EXPIRY STORE IS AVAILABLE IN THIS MARKET OF PEPSI
DIFFERENT TEST IN SAME PRODUCT
CONSISTENCY PROBLEM
44
45. DEMAND IS HIGH OF NIMBOOZ BUT THERE IS NO SUPPLY
ANALYSIS OF NAJAFGARh
GOOD MARKET IN MY SERVEY FOR PEPSI
OVERALL MARKET SHARE 68% OF PEPSI AND 32% OF COKE
80% RETAILOR IS SATISFIED FROM PEPSI
12% RETAILOR IS SATISFIED FROM COKE
11% PEPSI MONOLOPY AND 2% COKE MONOPOLY MARKET
ALL THE MARKET IS COVERED BY DISTRIBUTOR IN PEPSI AND
COKE
DEMAND IS HIGH FOR THE PEPSI, MIRINDA AND LIMCA
21% AVAILABILITY IF VISI OF PEPSI AND 9% AVAILABILITY OF VISI
OF COKE IN THE MARKET
GOOD RELATIOAN BETWEEN CE DISTRIBUTOR AND RETAILOR
IN PEPSI BUT NOT IN COKE
REQUIRED ADVERTISEMENT
SCHEMES ISSUE
SERVICE IS MAJOR PROBLEM WITH COKE
DISTRIBUTOR AND CE IS NOT WORKING PROPERLY IN COKE
GOOD REPOTATAON OF PEPSI IN THIS MARKET
SUPPLY IS TOO GOOD IN PEPSI
DEMAND FOR NIMBOOZ AND LIMCA IS HIGH BUT SUPPLY IS NOT
THERE PROPERLY
IT IS A VERY LARGE MARKET ,THERE ARE MORE THAN 1000
SHOPS,
45
46. ANALYSIS OF ROhATASh NAGAR,
RAM NAGAR, JAGATPURI
GOOD MARKET CONDITION, DEMAND IS ALWAYS THERE BUT SUPPLY IS
NOT ACCORDING TO DEMAND IN BOTH PEPSI AND COKE.
BED CONDITION IN THE MARKET FOR PEPSI AND GOOD CONDITION FOR
COKE
OVERALL MARKET SHARE 72% FOR COKE AND 28% PEPSI
50% COKE MONOPOLY MARKET AND 8% PEPSI MONOPOLY
MAJOR COMMUNICATION GAP DISTRIBUTOR AND
RETAILOR
87% RETAILOR FACED THE PROBLEM WITH SUPPLY IN PEPSI AND
34% IN COKE
8% AVAILABILITY OF VISI IN PEPSI AND 21% IN COKE
SCHEMES PROBLEM
SUPPLY AND STOCK PROBLEM IN PEPSI
85% MARKET IS COVERD BY THE WHOLESALER IN PEPSI AND
COKE AND 52% MARKET IS COVERED BY THE DISTRIBUTOR IN
COKE
LECKAGE PROBLEM IN PEPSI
MARKET IS NOT VISITED BY THE CE AND DISTRIBUTOR IN PEPSI
GOOD REPOTATION IN THE MARKET FOR COKE
46
47. 45% SHOPKEEPER IS SATISFIED WITH COKE AND 12% SATISFIED
WITH PEPSI
Suggestions
And
Recommendations
47
48. SUGGESTIONS AND RECOMMENDATIONS
CONCLUSION
After surveying the 150 respondents If we compare the data Pepsi has an
edge over coke.
Pepsi has less market share due to its sweeter taste than other beverages
brand and most of the people are in favor of strong taste.
General stores sell more soft drink rather than other stores.
300 ml is a more consumable size by the consumer compare to other
sizes.
People really are more health conscious still they believe soft drinks
contains pesticides.
Elders in family prefer less strong drinks like mazza, slice and fruity.
Soft drinks become trends among friends.
The advertisement of pepsi is good which influence the purchasing
behavior of consumers.
T.V. has more impact to get update people about the pepsi and brands.
48
49. RECOMMENDATIONS
PEPSI, the choice of youth is not providing the first choice of young
generation. Youth want something strong in cold drinks & thus prefers
strong taste. Pepsi should come out with some extra strong taste to catch
up maximum young generation & to become exactly Generation Next
drink.
The distribution Channel should be focused on General Stores because
most of the people purchase soft drinks from general stores.
The company should update the people about pesticides time to time
because most of the people still afraid of pesticides.
Most of the elders in the family take soft drinks but not pepsi they
considered more orange and less strong taste company should come up
with new taste keeping elders in its mind to increase sale and market
share.
People are confused about the role of Pepsi in health company should
clear the soft drink role whether it is beneficial for health or not.
Pepsi co should improved its advertisement quality, it should be realistic
not imaginary.
People get updated by T.V. Pepsi co should increase the updating by
publicity as well as by Hoardings
Consistency ( Pepsi blue, nimbooz, coke diet )
Increase number of distributors
49
50. Interchange staff in the market
Emotional advertisement
Number of visi
Services of visi
Demand effectiveness improper
Retailer depend on supplier
Create monopoly market with the help of visi
Schemes attract to retailer (my can)
Participation in Olympic games, common
Wealth games, ICC world cup
LIMITATIONS
Findings are based on the views expressed by the consumers. So it may
suffer from biased prejudices.
Weather conditions were not favorable.
Some of the respondents were not co-operative & many seem to be
having no interest.
The study has not been intended on a very large scale, have the
possibility of errors, which cannot be ruled out.
Time limitations.
Area was specified.
I had lack of knowledge about the product of the local market.
The sample size was very short for this kind of marketing survey
Money Limitation was over there.
50
51. bIbLIOGRAPhY
WEBSITES:
www.pepsi.com
www.pepsicoindia,com
www.cocacola.com
www.cocacolaindia.com
www.wikipedia.com
www.encyclopedia.com
BOOKS:
Research Methodology- C.R.Kothari
Marketing Research- B. S. Bedi
Principles of Marketing- P. Kotler & Armstrong
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