pardeep report

8/3/2019 Pardeep Report

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SIGNIFICANCE OF THE PROBLEM

In the new millennium in India the best beverage seems to be soft drinks. the soft drink industry

dominated by two main competitor, the coca cola company and the Pepsi is going at a faster place in

India. In addition to globalization and technological change, we are witnessing power play in the form

of corporate war and severe rivalry. Such game is throwing company into a state of confusion

regarding marketing strategies. Now aim is not only as to how to serve the customer and make profit,

but it is to take an edge over the outgrowing competition. The company must formulate broad strategies

and define a specific marketing mix and action plan to optimize its long run performance. This

marketing mix is nothing but key decision areas of marketing that are better known as 4ps namely

decision ask to product, place (distribution) and promotion.


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REVIEW OF LITERATURE

As far as, our topic discussion is concerned a lot of work and studies had been by many researcher on

it. But consume behavior is unpredictable and it keeps on changing. Different people had done different

studies by talking different hypothesis, objectives and by facing different limitations. As mentioned

earlier, a lot of works studies earlier had been come earlier, a lot of works studies earlier had been

come earlier also but this study is the original work and has relevance of its own. The existing literature

always helps a researcher to start with confidence. Its always difficult for a researcher to know from

where to start and what are the critical factors that should be kept in mind. The existing literature helps

the researcher to find out the relevant data related to the topic. A project cant be started without the

help of the secondary data as it shows the light to researcher to go on a particular path and for that I had

collected data from several literatures and web-sites.

The best beverage for India in the new millennium seems to be soft drinks. At seven servings per

capital annually, India holds tremendous potential. By contrast per capital consumption is higher even

in neighboring Pakistan (15 servings), china (89) and Mexico with a mind boggling 1500 servings!

Analysis believe that new consumers entry in the urban market will be driven by products moving

down the income ladder, but in rural areas, it will be a combination of affordability and availability. In

other words, expect the market to explode this summer. While the market has the potential to explode,

the extent to which it happens will be determined by how companies manage logistics, distribution and

supply chain.


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FOCUS OF THE PROBLEM

The acceptability and response of Pepsi in comparison to that of coca cola to understand through the

questionnaires method of survey and informal interview with retailer and customers. It was the major

problem; I will be able to get a bright picture of their comparison.

The study was focused to the consumer and retail outlets of Kurukshetra

The study was limited to sample size of 500 consumers and 50 retail outlets.


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OBJECTIVES OF STUDY

The main objective is the comparative study of market acceptability and responsiveness of Pepsi in

comparison to that of the Coca Cola. The study has the objective to find out which company is most

popular in the area of kkr and why? What are the reasons which push the customer to the purchase a

particular brand of company and what the factors which may influence his decision to shift over to

another brand?

OTHER:-

1. To know the taste preferences of consumer.

2. To know the usage rate of consumer.

3. To determine usage occasion.

4. Ranking of soft drink brands under study.

5. Reason of Brand preference.

6. To what extent catchy Advertisement affects buying decision of the consumer.

7. To know advertisement of which brand people like the most.

8. To know which segment of TV Ad is liked by the people.

9. To what extent sales promotional tools alter existing brand preference.

10. To know the effect of Price on buying behavior consumer.

11. Distribution Effectiveness of Pepsi.

12. Overall evaluation by the people about Pepsi.

13. Comparative analysis of promotional strategies of Pepsi and Coca Cola.

14. Listing of any attribute of Coca Cola.

15. To know stocking pattern of different soft drinks.

16. To know popularity of brand in terms of sales.

17. Evaluating 4Ps aspect of marketing in case of Pepsi.


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HYPOTHESIS

A study is always based on certain hypothesis. A researcher when starts the projects, confronts with

many situations. He may not be able to touch upon all the aspects of research and he may not be

covering the whole area. So the researcher has to assume certain things which are called hypothesis.

Deciding about hypothesis not only facilitates the study but also the safeguard the researcher. So as

being researcher I had also undertaken certain hypothesis which are as under:-

As the study will confined only to the area of kkr so the researcher assumes it to give a right

picture countrywide.

In the area of Kkr, Sample size was limited, which will be selected randomly and assumes

to be the representative of universe size

The researcher aim is to compare Pepsi and Coca Cola for knowing that which soft drink

consume in large quantity and fairly regularly and its judged by the researcher by observing and

asking from respondents and the researcher assumes them to give the right information.

The researcher assumes that the information provided by the respondent will be objective and

not subjective.


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LIMITATION OF THE STUDY

The study as this is bound to come up with some limitation and constraints which mark the

efficiency of the same and to some extent device it from its main line of thought. Though no stone

has been left unturned and no effort was being spared to make the study accurate and relevant to the

objective, yet there are some limitations and general problems, which are not worthy to make the

study meaningful:-

The first and for most limitation is that the sample size of 500 consumers and 50 retail outlets

does not represent the universe fully.

The study will be confined only the area of KKR,, which may not present a correct picture

countrywide.

Some times the respondents do not give exact information due to some personal reason.

Lack of time is also a reason of some in comprehensiveness (if any).

Though every caution informing question nary d in conducting the study was taken but due to

human nature the possibility of biases in question nary cant be ruled out.


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UNIVERSE AND SURVEY POPULATION

The focus of my research is to study the market acceptability and response of Pepsi in

comparison of Coca Cola. For this purpose I will be studying the behavior of consumers &Retailers of KKR. So the universe size is the whole KKR. But for any researcher its not

possible to target the whole universe size. Also in city there are consumers with different

income groups, life styles, attitudes, predations etc. So to reduce the biases I had targeted the

people from different locations, life styles, attitudes, religions etc. So I had targeted 500

individuals and 50 retails outlets having different characteristics to reduce the biases and to

make the respondents the true representatives of the universe.

PROFILE OF THE ORGANIZATION


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Two main competitors. Pepsi and Coca Cola dominate the oft drink industry.

Entry of Pepsi in India

No single foreign investment project has been the center of much attention and controversy in

the late 1980s and early 1990s as the Pepsi Co project in India, The project, Pepsi Foods

Limited, was cleared by the Indian government in September 1988 as a joint venture of Pepsi

Co, Punjab government-owned Punjab Agro Industrial corporation(PAIC) and Voltas India

limited. before this project was cleared,papsico mate an attempt to enter into India as early as

in may 1985,when it teamed up up with agro product export ltd., a company owned by

R.P.Goenka group,and sought permission from the central government to import cola

concenterate and to sell a pepsico brand soft drink in the Indian market in return for the export

of juice concentrate from Punjab .under this proposal ,the main objective put forward by

pepsico was to promote the development and export of Indian made and agro based products

and to foster the introduction and development of pepsico products in India this proposal which

was submitted to the secretary at ministry of industrial development received rejection on the

grounds that the import of concentrate could not be agreed to and the use of foreign brand

names as domestic tariff area was not allowed.

Nevertheless, taking advantage of the ongoing political problem in Punjab at that time,

pepsico successfully played the Punjab card and again put forward a proposal in 1986 with

stress on diversification of Punjab agriculture and employment generation rather then on soft

drinks. The proponents of project called it as a second green revolution in Punjab and projected

it as harbinger of a horticultural revolution which would end stagnation in Punjabs ruler sector

and would help in promoting small and middle farmers. A strong argument was put forward that

this project will create ample employment opportunities for the youth who has taken the path of

terrorism.this argument was well received in the political circles in Delhi and Punjab which

finally led to pepsico entry into India in the form of a joint venture with PAIC and VOLTAS as

its partner. The equity of pepsi foods ltd.was divided among the partners with panic holding

36.11%, Voltas 24% and pepsico 36.89%.


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Pepsi: from joint venture to fully-own subsidiary

Pepsi is no longer a joint venture company with its Indian partners. taking full advantage of

liberalized policies, it has taken full control of pepsi foods. in 1994,pepsi made a offer to both

voltas and panic to buy their equity at attractive terms. Voltas sold all its shares to pepsi while

paic, being a public enterprise, was forced to pull out and now it holds less than 1% of the total

equity in pepsi foods ltd. Instead of taking strict action against pepsi for not followings its

commitments, the Indian government has given more concession to it in the post-liberalization

period. for instance,it has allowed pepsi to increase its turnover of beverage component to

beyond 25%,and pepsi is no longer restricted by its commitment to export 50% of its turnover.

Recently the government also allowed pepsico to set up a new company in India called pepsico

India holdings pvt.ltd,a wholly owned subsidiary of pepsico international. surprisingly, the new

company is also engaged in beverage manufacturing, bottling and exports activities as pepsico

foods ltd . all the new investments by pepsico international have been channelised through this

new venture.it now handles 28 bottling plants with a sales turnover of Rs.500cr which is higher

than pepsi food turnover of Rs.375cr in 1996.

According to surveys conducted by market research agencies ,pepsi now hold over 40% shares

in Indian soft drink market. in 1995 alone, the companys beverage business grew 50%,well

ahead of the market, which expanded by 20%.another important recent shift in Pepsis

marketing strategy has been its focus on cola over other non-cola brands. we have single-

mindedly focused on brand Pepsi admits rishi,vice-president, marketing, pepsi.(business

India ,January 15-28,196).at the international level, PepsiCo international has been focusing

more on India where the consumption of soft drinks is expected to increase many-fold.


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Entry of coke in India

The US oft drink giant, coca-old reentered Ida in the 1990s after abounding its busing in the

wake of foreign exchange regulation ct of 1973. The act meant to indianite foreign co., made

it mandatory for foreign co. to duet their hare holdings to 40% instead of diluting its hare

holdings to the required limit prescribed by the act, coca-cola opted to discontinue in India.

In the new liberalized and deregulated environment of the 90s. coke made its reentry into India

through its 100% owned subsidiary, Hindustan coca-cola holdings. However, cokes reentry

was based upon several commitments and stipulations which the company agreed to implement

in due course. One such major commitment was that Hindustan coca-cola holdings would divest

49% of its shareholdings in favour of resident shareholders by june, 2003.

-


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Recent performance

Coca cola India today claimed thus it has increased its market share from 57% in the carbonated

soft drinks (csd) category in 2002 to 61% at the end of dec 2003, as per the org-marg figures.

Pepsi, however contested the figure by saying that its market share stood at 47.6% during the

same period and coca cola India had combined market share of only 52.4%, as per IMRB

figures.

In a release issued by coca cola, the company said that it owns four of the top five soft drink

brand in India.

Pepsico, however, said that pepsi cola has ended the year 2003 with 24% of the soft drinks

market contributing to be the single largest soft drink brand in India.

These brands include coca cola, fanta, sprite with individual market share of 13.9%, 6% and

4.1% respectively .the pepsi statement said while pepsico ended 2003 with 47.6% share of the

soft drinks market in India, coca cola ended year with its international brand clocking a market

share of 26.7% and its brand formerly owned by Parle garnering 25.7% at the end of December

2003.

While coming on the performance of the CSD category, coca cola India claimed that it has its

sales grow by 23%.it added that during the year, its packaged water brand kindly become the

largest selling brand with 37% market share.

New launches

The third largest soft drinks brand in the US has touched down on Indian stores and in great

style. Pepsi has unleashed one of the largest selling brand from its international portfolio,

mountain dew , at a first of it brand launch, living up to its brand profile and pedigree.

The unique neon colored mountain dew is available in 500ml pet and 3000ml (single serve)

returnable glass bottles(RGB) at an introductory price of Rs. 15 and Rs.8,respectively, in all

outlet, pubs, restaurants and eateries. Internationally, mountain dew has an integral association

with alternative sports, encompasses a whole gamut of culture, music and fashion trends. In

keeping with 4 year old Chad that trend two of the most popular international ambassadors of

mountain dew 23 years old Fabiola da silva of brazil, the top female in the field of aggressive

inline professionals, and 24 year old Chad kagy of the US, the worlds top BMX competitors


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accompanied mountain de won its vogue to India, and performed spectacular feats at its

unveiling.

Additionally, pepsico has also installed some never seen before fun games at some of the most

popular youth hangouts in cities and towns. Dew Velcro, dew twin peaks and bungee running

are some of the world class fun game pepsico will bring for the purpose.Mountain dew joins the already strong brand portfolio of pepsico in India: pepsi, diet pepsi ,

pepsi aha , the Miranda range of flavors(orange,lemon,and apple),7up, slice, the Tropicana

range of 100% fruit juices, aquafina and lehar evervess soda.

Let us look at the respective strength and weakness of coca cola and pepsi cola.


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Pepsi strengths:

Pepsi has a strong, concentrated bottlers, which because of their large size, have good

economies of scale and are thus low cost producers.

The lack of diversity of in its product line helps control production costs and advertising

can be more focused.Pepsi has more flexibility in its pricing policies since the company is not hampered by a

fixed priced contract with its bottlers.

Pepsi weaknesses:-

Pepsi lacks substantial diversification into the International market.

Pepsis weakness in the fountain side of the business is evident with only 20 % share of

market.

With only about 30% of its total revenue coming from soft drinks, managements

attention may be diverted form the important aspect of the business.

Coke Strengths:-

Coca-Cola has a strong lead in the International arena, with about 60% of its products

derived from overseas soft drink operations.

Decentralized management allows Coke to make quick decisions in the domestic and

International market.

Coke is the number one supplier of syrup for fountain sale. Coke is especially strong in

sales to fast-food restaurants.

Coke weakness:-

Many small bottlers, lacking the economics of scale to complete in todays marketplace, still exist

in the system.

The extensive product line could be considered a weakness as well s strength, as more and more

product and more fragmentation result in a higher cost of production, inventory and distribution.


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Future development and investments

Coke has out placed Pepsis investment by 2:1. Overall, its invested over Rs480crore and ask its

bottlers to cheap in with close to Rs.100crore. For Coke this investment is going in to capacity

expansion and infrastructure. The company has added 25 new line in its 27 plants across the country

during the last six month. The entire operation will see 2lac new refrigerator and visicoooler, 5000 new

truck and autos getting sucked in to the system this summer. Coke has added 50% more glass bottle

during the last 3 month alone.

Not to be left behind, Pepsi is trying to match Coke in its own restrained manner. The company

and its bottle put together have pumped in upwards of Rs400crore so far in to operation,

debottlenecking capacities and building infrastructure. In March 2002, Pepsi has be steadily building

on its glass bottle. Its intention is to more then double the number of Pepsi refrigerator and chillers in

the market.


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RESEARCH DESIGN

A research design is the determination and statement of the general reearch approach or strategy

adopted for the particular project. It is the heart of planning. If the adheres to the research objective, it

will ensure that the client need are served. The noun, design has various meanings but for marketing

research it is the pattern or an outline of a research projects workings. It is a statement of only the

essential element of a study, those that provide the basic guideline for the detail of the project. It

comprises a series of prior decisions that taken together provide a master plan for executing a research

plan.

Research designs are mainly of two types:-

1. Exploratory

2. conclusive

The research design that will adopt in this study is conclusive in nature. The research tends to locate the

problem areas on which the company needs to formulate their marketing strategies.

RESEARCH INSTRUMENT:-

The instrument has been used for collecting information is structured undisguised questionnaire

and information jotted down through direct personal interview.

By way of original uniform and useful data has been obtained.

The topic for research was chosen and the next step was to construct a questionnaire to serve the

purpose of procuring relevant information. Hence 2 questionnaires of 14 and 3 questions of multiple

choice and open ended type were formed for consumers and retail outlets respectively.


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SAMPLE SIZE AND TECHNIQUES

The study focuses on market acceptability of Pepsi in comparison to that of Coca-Cola for that

purpose the universe chosen is whole KKR and sample size selected is 500 individuals (M=F=250) and

50 retail outlets. As the sample size always represents truly the universe so I had selected the sample

very carefully. To reduce biases I had selected peoples from all areas Of KKR. Also people who

consume cold drinks in large quantity are selected and those who are from premium class are targeted.

Also to ensure that the respondent provide full and right information, I had tried to give my all time to

the respondent in guiding to fill up the questionnaire.

SAMPLING TECHNIQUES

1. Probability sampling method

a. Simple random sampling

b. Stratified random sampling

c. Systematic sampling

d. Area sampling

2. Non probability sampling method

a. Convenience sampling

b. Judgmental sampling

c. Quota sampling

Sampling method followed here has the following detail

1. POPULATION

consumer of KKR and retailer outlets of KKR

2. SAMPLING UNIT

individuals

3. SAMPLING METHOD

non probability convenient sampling

4. SAMPLE SIZE

consumer 500(M=F=250)

5. RETAIL OUTLETS

20


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6. SAMPLING TESTS

a. chi-square test: the chi-square is offen used to judge the significance of population

variance.

b. T test

c. F testd. Z test


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ANALYSIS PATTERN

Keeping in view the main and the subsidiary objectives of the study, the data collected through the

questionnaire has been analyzed and interpreted with the help of statistical tabulation method by using

average and percentage tools researcher had prepared the 550 questionnaire and had interviewed them

all in personal basis. Then to analyze the results, the researcher had adopted the method of average and

percentage to find out the respondents responses and for that the help of the computer had been also

taken as per the requirements.

.


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COLLECTION OF DATA

There are two sources of data:-

1. primary data

2. secondary data

(A)PRIMARY DATA:- primary data may be obtained from individual or respondent. This is data

gathered for the first time by the researcher. If the secondary data is found to be inadequate, the

researcher goes for primary data. There are many methods of data collection

1. Survey

2. Observation

the method which I had adopted in collecting data is survey methods.

(1). OBSERVATION METHOD:- a number of mechanical means of observation are in use today,

some quite ingenious. This may be in the form of attachment placed on television sets to record he time

and channels when turned on a telecast. Tape-records, traffic counters and photography have long been

used in marketing study. But as the time passed new and modern method have been used for

observation purposes.


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(2). SURVEY METHOD:- observation may be good medium for gathering data but it is very limited

in the use. So survey methods are more popular and mainly interviewing does this, but also data may be

obtained through self administered questionnaire distributed by mail and other ways. Survey is

questionnaire is the most commonly method of primary data collection. This method is widely used

because its of flexibility. Survey research is a systematic gathering of data from respondent throughquestionnaire schedule. There are several ways by which questioning can be carried out, which are as

under:-

1. Personal interview

2. Telecom service

3. Mail survey

The technique I has used for surreys personal interview.

(1). PERSONAL INTERVIEW: - the personal medium is that of an interviewer being face to face

with the respondent. So in personal interview the investigator question the respondent in a face to face

meeting. Personal interview may be conducted on door-to- door bases or in public places. The answer

may be tape-recorded or written down by the interviewer. Despite of its high cost, personal interview

can provide


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Important information. In India this method is widely used and considered as most effective.

INTERVIEW SCHEDULE:- an interview schedule is technically a list of indicative questions those

had been asked from respondent by researcher. so in the project the researcher had adopted tae method

to contact the respondent personally and had recorded the answer given. The data had been collected

with the help of open ended interview schedule. There had been also some closed ended question in theinterview schedule.

(2). TELEPHONE SURVEY:- the most convenient means of reaching survey respondents is clearly

the telephone. This depends on having home phones, but 94% have home phones in the U.S. so this

method is useful in cases where telephone facility are widely sprade but the country like India in which

people dont have telephones and belongs to low income group, this method is not applicable. Also the

cost involved in reaching the respondent in this method is high. Also the researcher may not be able to

observe the respondent and the results may get effected.

(3). MAIL SURVEY:- the postal service may deliver questionnaire to any location that has an address,

where the probability of receiving it is high. The respondent may answer at leisure when thought can be

given to


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Pondering answers or data may be looked up in records to give accuracy. With anonymity assured, a

person may feel willing to tell about confidential matters that would never be divulged to a person

interviewing. Almost any sort of printed material can be mailed. Cost amount only to those of address

lists, printing, postage and handling. But in this method, the researcher may not be able to observe the

respondent and cross examine him, which may affect the results.

(B). SECONDARY DATA: - secondary data are the data , which re available with the journals,

magazines, newspapers and books or sites. These data are available in less time and with less cost. In

getting secondary data the first step is to specify data requirement second step is to determine which

data are obtainable from internal resources. The third step is to seek external sources of secondary data

such as libraries, trade publications ,data service directories and trade associations. The fourth step is

to obtain secondary data and the fifth step is to scrutinize data validity by evaluating collection

organization n , consider objective of the original study and appraising by method employed ,

definitions and classification, currency. And the final step is to identify data that must be obtained from

primary resources instead. Secondary data are important for the researcher as they provide the basis to

researcher to go on to the right path.


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ANALYSIS1

OBJECTIVE: TO KNOW TASTE PREFERENCE

In the soft drinks there are number of flavors. Different people like different flavors. Flavors taken up

were cola, lime, orange and others

FLAVORS MALES(250) FEMALES(250)

Cola 78% 74%

lime 8% 4%

orange 12% 20%others 2% 2%

INTERPRETATION

Males:-

From the analysis it is revealed the Cola flavor enjoys clear preference of 78%. Lime and

Orange have more or less same preference of 8% and 12% respectively and remaining 2% others.

Females:-

Here also Cola flavor enjoys clear preference of 74% and then comes Orange to the extent of

20%. In the last it comes Lime and Other Flavors to the extent of 4% and 2%.


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TASTE PREFERENCE

Taste Preference (Males)

78%

8%

12% 2%

Cola

Lime

Orange

Others

Taste Preference (Females)

74%

4%

20% 2%

Cola

Lime

Orange

Others


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ANALYSIS- II

OBJECTIVE : ESTIMATION OF USAGE FREQUENCY

This question was framed to know the usage rate of the consumer.It revealed how frequently te

respondent consumes the soft drinks.

Four parameters were kept to know about the usage rate i.e., once ina week, twice in a week,

thrice in a week or much frequently.

USAGE FREQUENCY MALES(250) FEMALES(250)

Once in a week 8% 10%

Twice in a week 10% 10%

Thrice in a week 12% 28%

Much frequently 70% 52%

Sample Size = 500 (Males=Females=250)

INTERPRETATION

In males, the usage frequency is very high as 70% voted for usage rate more than thrice a week.

Whereas in females too usage frequency is high for more than thrice, but is only 52% which is very less

as compared to that of males. So consumption frequency in Males is higher than that in femalesrelatively.

USAGE FREQUENCY

USAGE FREQUENCY (Males)


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8% 10%

12%

70%

Once in a week

Twice in a week

Thrice in a wee k

Much

Frequently

USAGE FREQUENCY (Females)

10%10%

28%52%

Once in a week

Twice in a week

Thrice in a wee k

Much

Frequently


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ANALYSIS-III

OBJECTIVE : TO KNOW ABOUT USAGE OCCASION

In order to know where people like to have soft drink, this question was considered. Three

parameters were considered in framing of this question namely while enjoying with friends, at the

parties or whenever you feel like.

USAGE OCCASIONS MALES(250) FEMALES(250)

While Enjoying with

Friends

24% 14%

At the Parties 6% 4%

Whenever you feel like 70% 82%

Sample Size = 500 (Males=Females=250)

INTERPRETATION

From the analysis it is very much clear that consumer is not so much particular about his/her

consumption habit of soft drink. Consumer consumes soft drinks mainly whenever they feel like.


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USAGE OCCASION

USAGE OCCASION (Males)

USAGE

OCCASION

(Females)

24%

6%

70%

Whilw Enjoying

with Friends

At the Parties

Whenever you feelLike 14%

4%

82%

Whilw Enj

with Frien

At the Par

Whenever

feel Like


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ANALYSIS IV

OBJECTIVE : RANKING OF SOFT DRINK BRANDS UNDER STUDY

Here 8 different brands of soft drinks were taken for the sake of comparative study of pepsi and coca

cola namely thums up, coca-cola, pepsi, fanta, mirinda, lice, teem and 7up.

Respondents were asked to give ranks from 1 to 8. I means the best liked and so on up 8th rank.

For the of analysis these ranks were modified in terms of point i.e. ranks 1,2,3,4,5,6,7,8, were

given 8,7,6,5,4,3,2,1 points respectively. The brand that got highest points was placed on 1 st position

and so on till 8th position.

STATEMENT SHOWING RANKS OF SOFE DRINKS BRANDS

BRANDS MALES RANK FEMALES RANK Thums Up 266 III 240 III

Coca-Cola 307 II 332 II

Pepsi 316 I 360 I

Fanta 207 VI 238 IV

Mirinda 210 V 210 V

Limca 244 IV 183 VI

Teem 140 VII 140 VIII

7Up 129 VIII 162 VII


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RANKING OF SOFT DRINKS BRANDS

0

50

100

150

200

250

300

350

400

Thums

Up

Coca-

Cola

Pepsi Fanta Mirinda Lim ca Teem 7Up

Males

Females


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OVERALL RANKING

BRANDS POINTS RANK

Pepsi 676 ICoca-cola 639 11

Thums up 506 111

Fanta 445 1v

Limca 427 V

Mirinda 420 vi

7up 291 Vii

Teem 280 Viii

INTERPRETATION

MALES

Pepsi enjoys preference over coca-cola. Then in the place of thums-up mirinda is slightly ahead fanta.

But limca has clear margin over teem and 7up.

FEMALES

Pepsi enjoys clear margin over coca- cola. Then come thums-up and fanta having marginal difference,

mirinda here is below fanta. Then comes limca, 7up and teem in 6

th

7

th

and 8

th

position.So far as overall ranking is concerned the ranking is pepsi, followed by coca-cola, thums-up, fanta

limca, mirinda, 7up and teem.


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OVERALL RANKING

0

100

200

300

400

500

600

700

Thums

Up

Co ca-Cola Peps i Fanta Mi rin da Li mca T ee m 7Up


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ANALYSIS V

Objective: reason of brand preference

Here open ended question was put to know reason of consumers brand preference. Respondent were

asked to reveal freely about their choice..

Element Responses(Males) Responses(Females)

Flavor 3% 48%

Gas Content(High) 16% 12%

Sweetness(More) 8% 8%

Sweetness(Less) 12% 16%

Refreshness & Cooling 14% 4%

Ads/Gifts 12% 12%

REASONS OF BRAND PREFERENCE

BRAND PREFERENCE (Males)


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38%

16%8%12%

14%

12%

Flavor

Gas

Content(High)

Sweetness(Mor

e )

Sweetness(Les

s)

Refreshness &

Cooling

Ads/Gifts

BRAND PREFERENCE (Females)

48%

12%8%

16%

4%

12%

Flavor

GasContent(High)

Sweetness(Mor

e )

Sweetness(Les

s)

Refreshness &

Cooling

Ads/Gifts

ANALYIS-VI

Objective- to what extent catchy advsrtisements affects buying decisions of consumers

This was intended to know the impact of advertisement on the purchase pattern of the consumer.


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The parameters were taken into account in this regard namely to great extant, to some extant , no

effect.

Parameters Males Females

To great extant 32% 14%

To some extant 44% 36%No effect 24% 50%

INTERPRETATION

MALES

Clearly males are influenced easily by catchy advertisement, which is quite clear from the observation

table.

FEMALES

Females buying decisions are influenced by catchy advertisement to some extent as clearly 50% stated

that catchy advertisement have no impact over their buying decision. Thus males rae more responsive

towards the advertisement as compared to females.


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EFFECT OF ADVERTISEMENTS ON BUYING DECISION OF THE CUSTOMER

MALES

32%

44%

24%TO GREAT

EXTENTS

TO SOME

EXTENT

NO EFFECT

MALES

14%

36%50%

TO GREAT

EXTENTS

TO SOME

EXTENT

NO EFFECT

ANALYSIS VII


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OBJECTIVE TO KNOW ADVERTISEMENT OF WHICH BRAND PEOPLE LIHE THE

MOST.

This was again a kind of open ended questions, which was framed to know the advertising

effectiveness of brand under study. Respondents were asked to tell the brand whose advertisement theyliked the most.

Brands Responses(males Responses(female

Thumps up 38% 48%

Coca cola 16% 12%

Pepsi 8% 8%

Fanta 12% 16%

Mirinda 14% 4%

Limca 12% 12%

Teem7 Up

INTERPRETATION

Males

Preferences of advertisement of Pepsi are substantially high followed by Mirinda, Limca, Thumps up,

Fanta and coca cola.

Females

Preferences of advertisement of pepsi are higher but relatively that of coca cola is also high (26%

followed by Mirinda, Fanta, Thumps up, and Limca.


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ADVERTISEMENT OF BRAND PEOPLE LIKE THE MOST

Responses (Males)

38%

16%8%12%

14%

12%

THUMS UP

COCA COLA

PEPSI

FANTA

MIRINDA

LIMCA

TEEM

7UP

Responses (Females)

48%

12%8%

16%

4% 12%

THUMS UP

COCA COLA

PEPSI

FANTA

MIRINDA

LIMCA

TEEM

7UP

ANALYSIS =VIII


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OBJECTIVE TO KNOW WHICH SEGMENT OF TV AD IS LIKED BY THE PEOPLE.

it was considered to know what specific segment, respondents like regarding advertisements. The

segments considered were visuals, models, message, music or others.

Males Females

Visuals 40% 36%

Models 20% 20%

Message 16% 12%

Music 24% 32%

Others

INTERPRETATION

MALES

Visuals segment enjoys clear majority followed by music, models and message by marginal

differences.

FEMALE

They also prefer the visual segment followed by music by marginal differences. Then comes model and

, message.

In makes primarily visuals is most important and remaining segments enjoys almost same preferences.

SEGMENT OF TV AD LIKED BEST

MALES


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40%

20%

16%

24%0% Visuals

Models

MessageMusic

Others

FEMALES

36%

20%12%

32%0% Visuals

Models

Message

Music

Others


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ANALYSIS =IX

OBJECTIVE EFFECT OF PRICE ON CONSUMER BEHAVIOUR.

after the analysis of product and promotion aspect, it is the pricing element of marketing, which is yet

another important determination of consumer behavior.

This question was kept to know to what extant price of soft drink affect the choice of

consumer.

Price effect Males Females

Yes 32% 12%

To some extant 20% 24%

No effect 48% 64%

INTERPRETATION

Clearly from the analysis, it can be deduced that males are more sensitive to pricing as compared to

females. But primarily both males and females are not sensitive to price of soft drinks.


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EFFECT OF PRICE ON BUYING BEHAVIOUR

MALES

32%

20%

48%

YES

TO SOME

EXTENT

NO EFFECT

FEMALES

12%

24%

64%

YES

TO SOME

EXTENT

NO EFFECT


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ANALYSIS =X

OBJECTIVE:DISTRIBUTION EFFECTIVENESS OF PEPSI

Now it is the distribution aspect of marketing, which is yet another important aspect of marketing mix.

Respondents were asked whether they get Pepsi and its other brands without any difficulty or not.

Availability Males Females

Yes 70% 84%

Some extent 18% 10%

No 12% 6%

INTERPRETATIONClearly consumers are satisfied with the supply of pepsi i.e. they get pepsi without any difficulty.


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DISTRIBUTION EFFECTIVENESS OF PEPSI (AVAILABILITY)

MALE

70%

18%

12%

YES

SOME TIME

NO

FEMALES

84%

10% 6%YES

SOME TIME

NO


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ANALYSIS XI

OBJECTIVE: OVERALL EVALUATION BY THE PEOPLE ABOUT PEPSI

After going in-depth research in the marketing mix, there was need to get some feedback and

suggestion about pepsi and its other brands. It was a kind of open ended question.

(Respondents)

Parameters Males Females

Ad improvement 17% 12%

Increase the gas

potency/content

20% 11%

Decrease sweetness 11% 19%No improvement needed 52% 48%

INTRERPRETATION

Males:

Primarily they suggested increase in the level of gas content i.e. gas potency emphasized on the ad

improvement.

FEMALES

They stressed upon the decrease in the level of sweetness in pepsi followed by improvement and

increase in gas respectively.

Females focused on the low sweet content and males on the increase in gas potency.


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OVERALL EVALUATION BY THE PEOPLE ABOUT PEPSI

MALES

FEMALE

17%

20%

11%

52%

AD IMPROVEMENT

INCREASE THE GAS

POTENCY/SWEETNESS

DECREASE

SWEETNESS

NO IMPROVEMENT

NEED

13%

12%

21%

54%

AD IMPROVEMENT

INCREASE THE GAS

POTENCY/SWEETNE

SS

DECREASESWEETNESS

NO IMPROVEMENT

NEED


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ANALYSIS-XII

OBJECTIVE COMPARITIVE ANALYSIS OF PROMOTIONAL STRATEGIES OF PEPSI

AND COCA COLA

Now comparative study of pepsi and coca cola undertaken with respect to their sales promotional

strategies like gift schemes, discount, etc. paraneters considered were excellent, good, poor, and very

poor.

So the question was framed to know, how effective is sales promotional

strategies of coca cola which was a kind of indirect question intended to evaluate promotion strategies

of pepsi.

How effective is the sales promotion activity of coca cola.

Males FemalesExcellent 20% 10%

Good 42% 44%

Fair 32% 36%

Poor 6% 6%

v.poor - 4%

INTERPRETATION

Overall people rate the promotional activity of coca cola in comparison to pepsi as good. So in sales

promotional tools, people consider coca cola slightly better.


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EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES OF COCA COLA

MALES

FEMALES

ANALYSIS-XII

OBJECTIVE : LISTING OF ANY PSOIVTIVE ATTRIBUTE OF COCA-COLA

20%

42%

32%

6% 0%

EXCELLENT

GOOD

FAIR

POOR

V.POOR

10%

44%36%

6% 4%

EXCELLENT

GOOD

FAIR

POOR

V.POOR


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Lastly respondent were asked to state any attributes of coca-cola, they liked the best.

Males Females

Not any 66% 72%

Promotional tools 14% 10%More gas potency 20% 6%

Low sweetness - 12%

INTERPRETATION

Males:

They revealed that in coca-cola, gas content is higher and then their promotional tools are also good.

Females:

They emphasized on the low sweet content and promotional tolls.

It is very clear that to a very great extent Coca-Cola is not better than Pepsi(69%- mean of males and

females indirectly voted pepsi. Thus, pepsi is the brand leader.


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LISTING OF ANY POSITIVE ATTRIBUTE OF COCA-COLA

Responses : males

66%

14%

20%0%

NOT ANY

PROMOTIONAL TOOLS

M ORE GAS POTENCY

LOW SWEETNESS

Responses : females

72%

10%

6%

12%

NOT ANY

PROMOTIONAL TOOLS

M ORE GAS POTENCYLOW SWEETNESS


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RETAILER ANALYSIS-I

OBJECTIVE: TO KNOW STOCKING PATTERNS

Under this retailer were asked to mark the brand of Pepsi and Coca-Cola they keep in their outlet.

Brands No. of retailers who keep regular supply of

mentioned brands

Pepsi 44

Coca-Cola 40

Fanta 42

Limca 42

Marinda 42

Thums Up 28

Teem 30

7Up 20

Interpretation

Clearly stock-holding position of pepsi is better than that of Coca-Cola followed by Fanta, Limca,

Mirinda in same order and then Thums Up, Teem and 7Up.


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STOCKING PATTERN

0

5

10

15

20

25

30

35

40

45

Pepsi Coca-

Cola

Fanta Limca Marinda Thums

Up

Teem 7Up

3-D Column 1

Sample size-50


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RETAILER ANALYSIS II

OBJECTIVE: TO KNOW POPULARITY/DEMAND OF THE BRAND IN TERMS OF SALES

Here Retailer was asked to mark the brand that are very high in demand and whose sale is very high.

Brands No. of retailers

Pepsi 38

Coca-Cola 30

Fanta 32

Limca 26

Marinda 26

ThumsUp 4

Teem 12

7Up 4

INTERPRETATION

Pepsi retains the major share as a whole in the market of soft drinks.


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POPULARITY/DEMAND OF THE BRAND IN TERMS OF SALES

NUMBER OF RETAILRES(RESPONCES)

0%

5%

10%

15%

20%

25%

30%

35%

40%

Thums

Up

Coca-Cola Pe psi Fa nta Mir inda Lim ca Tee m 7Up


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RETAILER ANALYSIS-III

OBJECTIVE: EVALUATING 4PS OF MARKETING IN CASE OF PEPSI

Under this area retailers were asked top give points to the respective area out of 5. Hererelative advantages of pepsi were asked and were qualified.

Point 1 indicated to coca- cola, pepsi is excellent and 2 indicated good, 3 indicated fair,

4 indicated poor and 5 indicated v.poor.

AREA POINTS POINTS

PER RETAILER

PEPSI 32 1.28

MIRINDA 48 1.92

7UP 87 3.48

ADVERTISING 48 1.92

GIFT SCHEMES 60 2.40

SUPPLY 36 1.44

MARGIN 50 2.0

CUSTOMER

PREFERANCE

36 1.44


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EVALUATING 4Ps ASPECT OF MARKETING IN

CASE OF PEPSI

32

48

87

48

60

36

50

36

0

10

20

30

40

50

60

70

80

90

100

Pepsi

Mirin

da 7Up

Advertisin

g

Gift

Sche

mes

Supply

Margin

Custo

mer

Prefe

rence


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INTERPRETATION

From the analysis and the conversion table following interpretation can be made.

ASPECT INTERPRETATION

a) Pepsi Very good

Miranda good

7Up not satisfactory

b) Advertising good

Gift schemes not satisfactory

c) Supply very good

Margin (retailer) goodd) Customers preferences very good

from the analysis, it is felt that overall, Pepsi is ahead of coca cola in all areas of marketing , but in

case of promotional schemes like gifts, discounts etc. it needs to do something to get more and capture

the market share coca cola.


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The researchers job doesnt get finished by analyzing and interpreting the data. The researcher is also

supposed to give his suggestions and recommendations about the project. In the whole project the

researcher goes with the market trends. He cant use his creativity while analyzing and interpreting the

data. but this part gives the researcher a chance to tell what he want to be or what does he thinks what

should be there to improve while doing research The researcher come across a lot of ideas andsuggestion which may improve valuable to the organization. So some of the suggestion and

recommendations are as follows:-

SUGGESTIONS

company should provides the full information regarding the sales promotion scheme to the

retailers so he may be aware of the schemes provided by the company.

Stock should be provided enough so retailers may not face the problem of not availability of the

project.

Company makes sure that the retailer should pass scheme to the customer.

there must be proper coordination among retailers and company, means the moment company

introduced the project with scheme it should be available at all the retailers counters. At the same

time they should pass on


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the information regarding sale promotion to the customer.

The margin of the retailer should not get effected with the introduction of sales promotion.

RECOMMENDATIONS

There is a need to launch various sales promotional campaign like gift schemes, discounts etc.

by Pepsi.

So far as flavor is concerned if possible, sweetness level should be decreased and gas potrncy

should be increased. That is why fountain pepsi is becoming very popular.

More over retailers should be offered some incentive schemes.

In ads, visual and music should be given due importance.

Moreover, during winters too, the promotional campaigns should not be halted, as people are

not so particular about as to when and why they require soft drink.

In this way not only pepsi can increase its market share, but can also take over the

market share of Coca-Cola and maintain its position with a bang.


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CONCLUSION

Pepsi enjoys very good distribution network. Also in comparison to Coca-Cola, promotional

strategies of Pepsi are better, but Coca-Cola is gaining advantage due to its vigorous

promotional campaigns.

Males prefer high gas content and females prefer low sweetness and largely choice is

influenced by the flavor of soft drinks in both males and females

Males are easily influenced by catchy advertisement while females not so easily.

The research shows that people consume soft drink more than thrice a week. In males this

proportion is much higher. Also people prefer soft drink whenever they feel like.

Coca-cola enjoys highest preference followed by lime and orange in females.

Over all ranking of soft drinks.

Pepsi, Coca-Cola, Thumps Up, Miranda, 7up and Miranda lime.

Males prefer visuals the most and females both visuals and music element of advertisement.

Females are proportionality more brands loyal. Also pricing have almost no influence over the

buying pattern of people in case of soft drink.


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Retailers are maintaining very good stoke of Pepsi.

Ranking of advertisement of soft drink brand.

Males: Pepsi, Mirinda , Limca, Thums Up, Fanta And Coca-Cola.

Females: Pepsi, Coca-Cola, Mirinda, Fanta, Limca And Thums UpIn terms of demand and sale, pepsi is quite ahead of coca-cola marketing strategies of pepsi are

good and retailers are fully satisfied with it, but in the area of sales promotional tools like

gifts,discount etc. pepsi is slightly having a set back otherwise retailer are fully satisfied with

pepsi and its sales.


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PEPSI

CONSUMER QUESTIONARRIE

Q.1 How frequently you take the soft drink?Once in a week ( ), twice in a week ( ), thrice in a week ( ) , much frequently ( ).

Q.2 When do you take soft drinks?

While enjoying with friends ( ), at parties ( ), whenever you feel like ( )

Q.3 Which flavor of soft drink you prefer?

Cola ( ), lime ( ), orange ( ), others ( )

Q.4 Rank the following soft drinks according to your own choice?

Thums-up ( ), coca cola ( ), pepsi ( ), fanta ( ), mirinda ( ), limca ( ), teem ( ), 7up ( ).

Q.5 Please specify reasons for your most favorite brand?

..

..........

Q.6 To what extent catchy advertisement affects your choice?

To great ( ), to some extent ( ), no effect ( ).

Q. 7 Advertisement of which soft drink attracts you the most?

...

Q.8 what peculiar thing you like in your favorite advertisement?

Visuals ( ), models ( ), message ( ), music ( ), others (please specify).


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Q.9 Does special schemes and gift packages alter your existing brand preference/

Yes ( ), to some extent ( ), not ( ).

Q.10 Does price of soft drinks affect your choice/

Yes ( ), to some extent ( ), not ( ).

Q.11 Do you get pepsi without your trouble/Yes every time ( ) , yes some time ( ), no ( ).

Q. 12 Any suggestions regarding pepsi and its other brands/

..

..

Q.13 How do you find promotional strategies of coca-cola like gifts, discount etc. in comparison to that

of pepsi/

Excellent ( ), good ( ), fair ( ), poor ( ), v.poor ( ) .

Q. 14 Can you list any positive attribute/features of coca-cola/

Yes (please specify)

No ( )


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RESPONDENT PROFILE

NAME: .

SEX:

AGE:

ADDRESS: .

CONTACT NO. .

THANKS FOR YOUR KIND COOPREATION


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BIBILOGRAPHY

Kothari RC, Research methodology

Economic times

Business IndiaBusiness world

Kotler , marketing management

www.content.icicidirect.com

www.pepsicoltd.com
http://www.content.icicidirect.com/http://www.pepsicoltd.com/http://www.content.icicidirect.com/http://www.pepsicoltd.com/

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