LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Summer Training A Comparative Study Of Pepsi and Coke Submitted to Lovely

Professional University In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration Submitted by: Rahul vikramaditya University Roll No.RE17B1A25 Reg. no-3450070131 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR NEW DELHI GT ROAD PHAGWARA PUNJAB

Declaration by the Student

This is to declare that the Report is made for the Partial fulfillment of completion of the Course: Master of Business Administration (Batch 2007 12) by me in Pepsi co under the supervision of Mr. Jai Prakash. I confirm that this report truly represents my work and accomplishment undertaken as a part of my project. This work is not a replication of work done previously by any other person. I also confirm that the contents of the report and the views contained therein have been discussed and deliberated with the Supervisor.

Rahul vikramaditya

Certificate

ACKNOWLEDGEMENT

Inspiration is the necessary word for doing something exciting. I am very happy to work on this project. I am thankful to my sir . Mr. Rohit Vij. Who inspired me and guided me for this tremendous work. I am also thankful to my trainer Mr.Jai Prakash for guiding me to do this work. I have made every possible effort in making this project.

Rahul vikramaditya

Signature of the Project incharge of the training

Preface
Learning categories you and practicing on that learning specializes you Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspects. Summer training is one of the most important parts of our curriculum for management students, its basic idea is to strengthen the students concept through summer training and make them equipped with recent development .This project report has been In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration In days when it was business as usual companies could succeed by there new products with concept and supported by hard selling and good advertisement and consider that customer exhibit varying diverse requirement for product/Services combinations and price consider that they have high and rising expectations of quality and services. In the face of their vast choices. Customers will gravitate to the offering that best meet their individual needs and expectation value. And all this will come out as the positioning of the brand in the market.

CONTENTS
TOPICS 1)Title page
2)Declaration 3) Certificate 4) Acknowledgement 5)Preface

PAGE NO. 1 2 3 4 5 8-10 11-14 15-29 30-36 36-37 38-44 44-46

48-49

6) Executive summary
7) Literature Review 8) company profile 9) ) Product and packaging myths &

rumors
10) Pepsi targets Asian market

11) Our Mission and Vision(Pepsi co) 12) slogans from the 1900s 11) A brief profile of flavor and pack 13) Objective of study

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14) Research methodology

15) Research design

51-52 53 54 55-69 70-71 72 73

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16) sampling plan

17) Analysis 18) Research finding 19) Recommendation 20)Limitation 21) Conclusion

22)Bibliography 23)Annexure: Questionnaire

75 76-78

Executive summary
Through my research of Pepsico, I have done research on the topic A Comparative Study Of pepsi and coke This research report is basically a comparative study of two well known competitors in beverage industry of India which are Pepsi Cola and Coca Cola. The primary purpose of report is to find out which company is leading the market i.e what are the market share of both companies and what are the tactics used by the leader which make them able to control and influence the market. This research required us to conduct the consumer research, retail survey and interview the marketing managers of both Pepsi Cola and Coca-cola companies so as accomplish the objectives mentioned above. Our research is qualitative and longitudinal in nature and the methodology used to accomplish objectives are surveys, questionnaires and interviews. We have conducted the thorough consumer analysis based on sample size of 100 outlets from Muzaffarpur Bihar to check out consumer preference. We have also looked into the retail business of beverages to find out the supply chain efficiency of both the companies. Finally report concludes the findings and gives recommendations to both these companies so to what measure they should take and on what strategy to focus more. From the analysis of the data, it can be concluded that the outcome that came out from this research work is that in Muzaffarpur coke is the market leader with 58% market share. Pepsi is having only 42% market share. I come to know that Pepsi is the leading brand of Pepsi co. with 29% market share of its total market share and Thums up is the leading brand of coke with 28% market share of itself.. Leaving a few areas of Muzaffarpur, there is a monopoly of the coca cola product . The demand of Coca-Colas product is more than that of Pepsi product. Supply of various flavours is not adequate.

Flavor likes Mirinda and 7up and slice have a high customer demand, but their supply is irregular. Competitors are taking advantage of this. On the basis of survey and with the help of questionnaire. The demand of coca-cola and Pepsi in various customer groups is presented in the following table:Customer MALE Company COCA-COLA PEPSI FEMALE COCA-COLA PEPSI CHILDREN COCA-COLA PEPSI Demand of % 65 35 55 45 70 30

Over all demand of Pepsi and coca-cola in muzaffarpur area is 58% coca-cola and 42% of PEPSI. After completed my survey I found that coke has better image than Pepsi due to some reason.
Coke has made an all over impact in Muzaffarpur .Most of the people prefer coke brand

instead of Pepsi due to lack of distribution system of Pepsico.

Coke has built its better brand image due to good positioning of its product and quality. Only coke provides new scheme and offer. The route agent and sales representative give the information about new scheme and

offers to the dealers and retailers.

Most of the dealer or retailers keep only coka cola product as it provides better services

like fridge ,visicoolers etc .

Recommendation Pepsi should increase its product portfolio to capture the Cokes market share.
Companies should focus on the taste of the product because 77% population is influenced by taste only.

Young generation is the potential consumer so companies should more focus on

them.

As we find that 40 % population consumes 200ml cold drinks. Which comes in glass
bottles, these bottles are being retuned back for refilling to companies. Which incurred again cost of re-transportation. If company start to supply 200 ml cold drinks in pet bottles (plastid bottles) it will be good for company because 40% of population is using only 200ml.

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LITERATURE REVIEW 1-A study of factors responsible for brand preference in fmcg sector
The purpose of this paper is the study of factors responsible for brand preference in fmcg products, increasing competition, more due to globalization, is motivating many companies to base their strategies almost entirely on building brands. Brand preference means to compare the different brands and opt for the most preferred brand. This brand preference is influenced by various factors.According to this study many factors were find out for preferring a brand like Brand persona Brand constancy Brand loftiness Brand value. In the identification of factors affecting the brand preference, it was concluded that brand persona is the most effective factor that affects the brand preference. This brand persona deals with the personality aspects or the external attributes of brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a brand journal of ims vol 5 no.1, jan-june 2008 2-Colour and flavour rule consumer preferences: Study The intensity of colour and the flavour are the key drivers behind consumer acceptance of beverages,says a new study involving DANONE. But packaging and labelling are not as important for winning over consumers, according to findings published in the journal Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a sensory marketing approach, said the researchers from French research organisation Adriant, the University of Rennes 1, DANONE R&D, and Institute Paul Bocuse.
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Companies need to continuously innovate to maintain market leadership, wrote the researchers. When the market is overloaded the challenge consists in creating innovative products able to attract and satisfy consumers. This experiment showed the feasibility of the proposed multi-sensory design method based on mixed qualitative and quantitative approaches. The study also demonstrates the importance of flavor and color selection for new products. The global flavors market was been valued at some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colorings market was estimated at around $1.15bn in 2007 (731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead Food International (LFI). Natural colors now make up 31 per cent of the colorings market, compared with 40 per cent for synthetics, according to LFI. Bombarding the senses By choosing to formulate a new beverage, the researchers noted that the new product would need to be differentiated by improving the sensory characteristics. Four factors were identified for the formulation: four color intensities), three flavorings, two label types (soft versus hard), and two pack sizes (standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus groups) approaches, the researchers found that the main factors which drive consumer preference for this concept are color intensity and flavoring. Indeed, color intensity accounted for 43 per cent and flavor 32 per cent of the consumers overall liking. Pack size and label type are taken into account by the consumer to a lesser extend, they added. This methodology of a qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown good performances to fit consumers expectation: it has now to be reproduced, as every brand, concept and product is a unique combination designed for a specific consumer group, concluded the researchers Source: Food Quality and Preference Volume 19, Issue 8, Pages 719-726

By Stephen Daniells, 07-Oct-2008

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3- Taste or health: A study on consumer acceptance of cola drinks This study examined the relative contributions of taste and health considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were analyzed using factor analysis. Results revealed that purchase intent of cola drinks was strongly related to degree of liking and to several key sensory attributes including saltiness, drinks flavor and greasiness. These variables emerged as the first factor in the analysis, suggesting that consumers perceive these characteristics as being most important in their choice of cola drinks. Factor 2 described a health dimension and was related to respondents' attitudes toward fat in the diet. Factor 3 comprised two remaining sensory attributes (color and crunchiness), which apparently were of minor importance to the respondents. These data suggest that in spite of current concern about reducing dietary fat, health remains secondary to taste in the selection of cola drinks for consumers in this population. Source-Beverly J. Tepper and Amy C. Trail Journal of Food Science and Technology, 15 September 1998 4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND DIFFERENT RESPONSE OPTIONS FOR Cola Drinks, ORANGE JUICES ABSTRACT Preference tests were performed for varieties of cola drinks, orange juices and using three response protocols: the traditional paired preference test with the "no preference" option, a 9point hedonic scale and a 6-point hybrid hedonic/purchase intent scale. The different stimuli to be assessed were presented in pairs, but putatively identical stimuli were also presented as a "placebo" pair. Performance on the placebo pair with identical stimuli provided a measure of the hidden demand characteristics of the test protocol. The presentation of the different pairs provided a measure of preference accompanied by such hidden demand effects. Comparison between the two allowed a better measure of preference per se. The order of presentation of the identical and different pairs did show occasional slight evidence of contrast effects. For the placebo "identical" pairs, a majority of consumers reported false preferences. Liking questions
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with the hedonic and hybrid scales elicited fewer false preferences than preference questions with the paired preference protocol. Yet, the effects tended to be slight. The 6-point hedonic/purchase intent scale exhibited the fewest false preferences in the placebo condition, and this was because of its fewer categories rather than any cognitive strategy change elicited by its different labels. Source-Davis Womans Journal of Food Science and Technology, July 31, 2007 5-consumer awareness and consumption pattern of food products This paper aims to investigate the degree of brand awareness of various food products in relation to background and education of the household, the consumption pattern of various food products consumed by respondents in the light of their areas, income levels and education. a sample of200 respondents comprising 100 form rural area and 100 from urban area were taken. Data are analyzed with the help of mean.SD,co efficient of variance-test and f-test. The finding of this study reveals that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of brand awareness in urban India. The highly educated rural and urban respondents have high degree of brand awareness for many food products, and the less educated rural and urban respondents have low degree of brand awareness for many food products. - Journal of ims vol 3 no.1, jan-june 2007

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Introduction

Pepsi was founded in New York in 1965. Its head quarter is in Purchase, New York. It is Producing Non-alcoholic beverage and Food processing items. As my topic is Non- alcoholic beverage so I am only focusing on that only.Pepsi is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. Pepsi arrived on the market in India in 1988.PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "Indias sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention."

Ingredients
Pepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine.

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A BRIEF HISTORY OF PEPSI-COLA

Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www.pepsi.com. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte
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and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense." Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then cameWorld War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of PepsiCola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand.
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One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression. 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames "Brad's Drink," a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28.

1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name. 1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as "Exhilarating, invigorating, aids digestion." 1905 A new logo appears, the first change from the original created in 1898. 1906 The logo is redesigned and a new slogan added: "The original pure food drink." The trademark is registered in Canada. 1907 The Pepsi trademark is registered in Mexico. 1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears, and will be used intermittently over the next two decades. 1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will satisfy you." 1932 The trademark is registered in Argentina. 1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces.
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 1938 The trademark is registered in the Soviet Union. 1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as Much for a Nickel" to increase consumer awareness of Pepsi's value advantage. 1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. "Nickel, Nickel" will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted. 1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas. 1943 The "Twice as Much" advertising strategy expands to include the theme, "Bigger Drink, Better Taste." 1949 "Why take less when Pepsi's best?" is added to "Twice as Much" advertising. 1950 "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated. 1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with "The Light Refreshment" campaign. 1954 "The Light Refreshment" evolves to incorporate "Refreshing Without Filling." 1958 Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle. 1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon meet in the soon-to-be-famous "kitchen debate" at an international trade fair. The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets Sociable." 1961 Pepsi further refines its target audience, recognizing the increasing importance of the younger, post-war generation. "Now it's Pepsi, for Those who think Young" defines youth as a state of mind as much as a chronological age, maintaining the brand's appeal to all market segments.

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 1963 In one of the most significant demographic events in commercial history, the postwar baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. "Come alive! You're in the Pepsi Generation" makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes. 1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising. 1966 Diet Pepsi's first independent campaign, "Girlwatchers," focuses on the cosmetic benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain Dew!" 1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, "Taste that beats the others cold. Pepsi pours it on" emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign. 1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with "Live/Give," a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture. 1973 Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin' Free" captures the mood of a nation involved in massive social and political change. It pictures us the way we are-one people, but many personalities. 1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior. 1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. "Puppies," a 30-second snapshot of an encounter between a very small boy and some even smaller dogs, becomes an instant commercial classic. 1979 With the end of the '70s comes the end of a national malaise. Patriotism has been restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking
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to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood and the Pepsi Generation carries it forward into the '80s. 1982 With all the evidence showing that Pepsi's taste is superior, the only question remaining is how to add that message to Pepsi Generation advertising. The answer? "Pepsi's got your Taste for Life!," a triumphant celebration of great times and great taste. 1983 The soft drink market grows more competitive, but for Pepsi drinkers, the battle is won. The time is right and so is their soft drink. It's got to be "Pepsi Now!" 1984 A new generation has emerged-in the United States, around the world and in Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the most popular entertainer of the time, Michael Jackson, stars in the first two commercials of the new campaign. The two spots quickly become "the most eagerly awaited advertising of all time." 1985 Lionel Richie leads a star-studded parade into "New Generation" advertising followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal. Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment 10G." 1987 After an absence of 27 years, Pepsi returns to Times Square, New York, with a spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's Choice." 1988 Michael Jackson returns to "New Generation" advertising to star in a four-part "episodic" commercial named "Chase." "Chase" airs during the Grammy Awards program and is immediately hailed by the media as "the most-watched commercial in advertising history." 1989 "The Choice of a New Generation" theme expands to categorize Pepsi users as "A Generation Ahead!" 1990 Teen stars Fred Savage and Kirk Cameron join the "New Generation" campaign, and football legend Joe Montana returns in a spot

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challenging other celebrities to taste test their colas against Pepsi. Music legend Ray Charles stars in a new Diet Pepsi campaign, "You got the right one baby." 1991 "You got the Right one Baby" is modified to "You got the Right one Baby, UhHuh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a campaign soon to become the most popular advertising in America is on its way. Supermodel Cindy Crawford stars in an award-winning commercial made to introduce Pepsi's updated logo and package graphics. 1992 Celebrities join consumers, declaring that they "Gotta Have It." The interim campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been there, Done that, Tried that." 1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S. 1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers. 1995 In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors in the year's national advertising championship.

Trademark
The original trademark application for Pepsi-Cola was filed on September 23, 1902 with registration approved on June 16, 1903. In the application's statement, Caleb Bradham describes the trademark as an, "arbitrary hyphenated word "PEPSI-COLA," and indicated that the mark was in continuous use for his business since August 1, 1901. The PepsiCola's description is a flavoring-syrup for soda water. The trademark expired on April 15, 1994. A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful registration date of April 15, 1906, over three years after the original date.
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Curiously, in this application, Caleb Bradham states that the trademark had been continuously used in his business and those from whom title is derived since in the 1905 application the description submitted to the USPTO was a tonic beverage. .

Pepsi being bottled in all 48 states, Cuba, Canada, and England. Five-hundred-million bottles of Pepsi were consumed in 1936. One-billion bottles projected for consumption in 1937. Forty-million pounds of sugar to be used in 1937. Pepsi now manufacturing all its crowns and cases. More than one million Pepsi cases to be made in 1937. Pepsi has become second largest soda beverage company in World. Stock not listed for exchange, and none is for sale. In 1938, profits from the Pepsi-Cola Company had soared to an astounding 4.2 million dollars. It seemed as though success and prosperity were too much for Guth, who became deeply embroiled in a nasty labor dispute at the Loft Candy Company. After an involved legal battle, he was ousted as leader of the Pepsi-Cola Company.

PEPSI-COLA JINGLES
1909 - 1939 "DELICIOUS & HEALTHFUL" 1939 - 1950 "TWICE AS MUCH FOR A NICKEL" 1953 - 1958 "THE LIGHT REFRESHMENT" 1958 - 1961 "BE SOCIABLE. HAVE A PEPSI" 1961 1963 "NOW IT'S PEPSI FOR THOSE WHO THINK YOUNG" 1963 - 1967 "TASTE THAT BEATS THE OTHERS COLD. PEPSI POURS IT ON" 1969 - 1973 "YOU'VE GOT A LOT TO LIVE. PEPSI'S GOT A LOT TO GIVE" 1973 - 1975 "JOIN THE PEPSI PEOPLE. FEELIN' FREE" 1976 - 1978 "HAVE A PEPSI DAY"
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1979 - 1981 "CATCH THAT PEPSI SPIRIT!" 1981 - 1982 "PEPSI'S GOT YOUR TASTE FOR LIFE!" 1983 - 1984 "PEPSI NOW! TAKE THE CHALLENGE!" 1984 - 1991 "THE CHOICE OF A NEW GENERATION" 1992"GOTTA HAVE IT"

A well-managed, profitable Pepsi-Cola was turned over in 1963 to Donald Kendall , who took over as president. Kendall had risen through company ranks from a syrup salesman in 1947 to International Sales, where he established the product in Russia in the 1950's. Kendall's grasp of all phases of the company's operations gave him the unique ability to implement a wide range of diversification for the company during his stay as CEO. A few dates of significance to collectors during the early days of Donald Kendall are as follows: 1963 1964 1964 Pepsi introduces Patio Diet Cola Patio Diet replaced by the first Diet Pepsi-Cola The Tip Corporation of America, producers of "Mountain Dew" was purchased by Pepsi.

EARLY PEPSI-COLA BOTTLES

The early Pepsi bottles with specific cities and states on the label fall into three broad categories. The first group is defined as the "Double Dot", Red/White/Blue label bottles. Included are the first painted label bottles produced in the early forties by Pepsi. This group of bottles is in much demand by collectors, and generally command a $12.00 to $25.00 price range if in a high grade condition.
Group two is described as the "Double Dot", Red/White label bottles. They were

distributed from the mid 1940's to about 1950. The price range is from $8.00 to $12.00.

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 The third group is the "Single Dot", Red/White label bottles which were filled between

1951 and the late 1950's. The value of this group is $5.00 to $8.00 to brand or cities collectors, but have little value to general collectors because of the large quantities produced. Two other unique generations of the above mentioned groups exist, referred to as the "2 FULL GLASSES"(2FG), and the "FOUNTAIN SYRUP" (FS) bottles. The (2FG) bottles exist in all three groups of cities bottles, and are valued at about $15.00 more than the regular bottles. The (FS) bottles are very rare and command an $8.00 premium. They have been reported only in the last two groupings.

Pepsi Around the World: Interactive Map

NEW YORK (TheStreet) -- As part of our Best-in-Class story on Pepsi(PEP) and its new CFO Hugh Johnston, TheStreet has created an interactive map highlighting the company's global omnipresence.

Click each region for facts about one of the world's oldest and largest food and beverage companies, its geographical reach, and the scope of its product innovations....

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Pepsi-Cola Brands
Pepsi has been bringing fun and refreshment to consumers for over 100 years. Learn more about our flagship brand and the broad spectrum of beverages it offers worldwide.

Pepsi-Cola North America is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include Pepsi, Mountain Dew, Sierra Mist, SoBe, AMP Energy, IZZE, Naked Juice, Propel, Mug, and Aquafina, among others. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. From its humble beginnings over a century ago, Pepsi-Cola has grown to become one of the best-known, most-loved products throughout the world. Today, the company continues to innovate, creating new products, new flavors and new packages in varying shapes and sizes to meet the growing demand for convenience and healthier choices. Pepsi is constantly on the lookout for ways to ensure their consumers get the products they want, when they want them and where they want them.

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PRODUCTS AND PACKAGING MYTHS & RUMORS INGREDIENTS MYTHS & RUMORS
All our soft drinks are wholesome beverages manufactured in compliance with the U.S. Federal Food Laws, the laws of all U.S. states, and the laws of nearly 200 countries throughout the world where our product share marketed. Unfortunately, the incredible power of the Internet is sometimes used to spread false information about the ingredients in our products. There are several baseless rumours circulating on the Internet claiming that ingredients in our products can cause health problems. We've gathered some of those rumours here so that you can easily get the facts about these false claims.

Here are some rumours you may have seen or heard

The acidity of cola drinks is strong enough to dissolve teeth and bones. Phosphoric acid in Coca-Cola leads to osteoporosis. Aspartame, a sweetener in low calorie beverages, causes headaches, brain tumours and other diseases. Caffeine in soft drinks is addictive. Saccharin causes cancer. Sugar in soft drinks makes people hyperactive. Caramel colouring produces genetic effects and causes cancer. The polyethylene glycol in soft drinks is also used as anti-freeze in automobiles and as an oil solvent.
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Some products of The Coca-Cola Company contain alcohol.

YOUR HEALTH AND OUR BEVERAGES There is growing confusion about what constitutes a healthy diet. With so much conflicting information available about health and nutrition, it can be very difficult to determine what is accurate and what is not. The truth is that soft drinks and other beverages have a place in a healthy lifestyle. A healthy diet incorporates the basic principles of variety, balance and moderation without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES -- THE FACTS Facts on Diabetes and Soft Drinks Soft drinks do not contribute to diabetes. Children who are obese have a greater risk of type 2 diabetes but this is not related to the sugar content in soda Facts on Aspartame and Soft Drinks

Key Fact

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 Aspartame is a safe low-calorie sweetener, approved by more than 90 nations and scores of health organizations, that has never been linked to any health risks.

Facts on Healthy Bones and Soft Drinks

Key Fact The caffeine and phosphoric acid in soft drinks does not affect bone health.

Facts on Hyperactivity and Soft Drinks

Key Fact The sugar in soft drinks does not cause children to be hyperactive.

Facts on Milk Consumption and Soft Drinks

Key Fact

The consumption of soft drinks has not affected calcium consumption.

Facts on Sedentary Lifestyle and Obesity

Key Facts

Rising obesity rates are due in large part to sedentary lifestyles and lack of physical activity.

Soft drinks can be part of an active lifestyle

Facts on Sugar and Soft Drinks

Key Facts

Sugar consumption has not been shown to cause obesity.

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There are no nutritional differences between sugars and the body uses them all the same way.

The amount of sugar and calories in soft drinks is about the same as many fruit juices

Facts on Caffeine and Soft Drinks

Key Facts

Soft drinks containing caffeine are not addictive. Caffeine has no negative impact on hydration or bone health. There is no connection between cardiovascular disease and caffeine

PRODUCTS AND PACKAGING MYTHS & RUMORS

Rumor: Coca-Cola can be used as a household cleaner

This rumor has taken on many forms, claiming that Coca-Cola, due to its acidic nature, can be used to clean toilets and corrosion from car batteries, loosen a rusted bolt and remove rust spots from car bumpers, remove grease from clothing, clean road haze from windshields, clean highways after traffic accidents, cook a steak, dissolve teeth, and bake a moist ham. Our Response: This rumor mentions that baking a ham basted with Coca-Cola produces a delicious gravy -- and that is definitely true! We are unaware of any state patrol officers using Coke for any purpose other than refreshment. Plain water or vinegar would be as effective and less costly for cleaning pavement. Vinegar, naturally acidic, is used as a household cleaner and also a common ingredient in marinades and salad dressings. Soaking an egg in vinegar causes the shell to soften -- an expected outcome because acid breaks down protein structure.

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 Yet vinegar is completely safe as a food ingredient and enhances the flavor of many

foods. Soaking something in a soft drink or rubbing something with a cloth soaked in a soft drink is not at all like drinking a soft drink. People don't hold soft drinks in their mouths for long periods of time, nor rub their teeth with fabric soaked in soft drinks, so it doesn't make sense to extend these possible affects to normal use of the product. Because our teeth are constantly bathed by saliva, which helps buffer the effects of acids from foods and beverages, the effect on tooth enamel is greatly reduced. In fact, the acids in most foods are neutralized to a large degree by the saliva in the mouth long before they reach the stomach.
There is a small amount of edible acid present in many foods, including fruit juices,

buttermilk, and soft drinks, such as Coca-Cola. These foods are not acidic enough to harm your body tissues -- in fact, your own natural stomach acid is stronger. It is possible that the edible acid in any of these products could have the effects described, even though it's still quite safe to drink these products. However, we don't make any claims relating to other uses. Instead, we recommend using products specifically designed for cleaning or rust removal. The myths about disappearing teeth, nails, steaks and various other objects are just that -myths. These stories continue to spring up and get recycled because each new generation finds them hard to ignore, but they simply are not true. I agree they are all myths but the fact remains - these drinks are harmful. Here I present some shocking scientific research study results: Soft drinks have been there for a long time but no studies were carried out on their effects on the human body. Now there is a growing concern in the medical and scientific communities about the harmful effects associated with carbonated soft drinks. Each 12-ounce serving of a carbonated, sweetened soda has 150 calories and the equivalent of 10 teaspoons of sugar. This could contribute a lot to the increasing problem of obesity observed in children. Obesity, which is one of the main health problems facing today's youth, is just one issue associated with sugared
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drinks. These soft drinks also cut down on the milk consumed by children thus reducing intake of one of the principal sources of calcium. Scientific studies have shown how as few as one or two soft drinks a day can increase ones risk for numerous health problems. Some of these health problems are obesity, diabetes, tooth decay, osteoporosis, nutritional deficiencies, heart disease, and many neurological disorders. Soft drinks mostly consist of filtered water and refined sugars. They have literally no nutritional benefits hence called as empty calories. Excessive consumption however could lead to a host of problems like: LIVER CIRRHOSIS: It usually occurs in alcoholics. The only cure to this disease is liver transplantation. INCREASED ACIDITY: Another common problem found is increased acid levels throughout the body. Soft drinks have a high acidic pH. When large quantities are consumed they disturb the delicate acid alkaline balance of the stomach. Prolonged increased acid levels will cause erosion of the gastric lining, which is very painful and disrupts proper digestion

EFFECT OF PHOSPHOROUS: The phosphorous that is found in the fizz and bubbles emitted from soft drinks fights with hydrochloric acid in the stomach and causes the stomach to be ineffective. When the stomach cant digest food, the person will have indigestion, gassiness, or bloating OXYGEN DEPLETION: Soft drinks deplete the amount of oxygen in the human body thus increasing the risk for cancer. Increased risk of BONE FRACTURES and OSTEOPOROSIS: The large amounts of sugar, bubbles caused by carbon dioxide, and phosphoric acid that are found in soft drinks remove nutritious minerals from bones allowing the bones to become weak and increasing the risk for them to break.
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CAFFEINE-RELATED DISORDERS: Caffeine is present in soft drinks which when consumed in large amounts can cause diseases and disorders such as insomnia, nervousness, anxiety, irritability, and deviations from the normal heart rate Caramel coloring may be a carcinogen DENTAL CAVITIES: Often associated with carbonated beverage. This association is important because the amount of sugars that are consumed is important in forming caries, which is when a cavity effects only the enamel, the outer protective layer of a tooth. Though carbonated drinks are very popular it is necessary that as consumers we be aware of the ill effects of indiscriminate use of such deleterious beverages .We also need to be careful as the caffeine in these drinks are addictive and can hook us for life. Many children and also a number of adults experience a strong craving for a drink but are unaware that they are being addicted to a dangerous habit. Smoking and alcohol are the most popular addictive and potentially harmful habits but this silent poison called soft drinks catches many of us unaware. Excessive consumption of these highly popular carbonated beverages should be avoided because they are not as harmless as we blindly perceive them to be. Next time you reach out for your choicest drink think twice! SO YOU SEE - and guess what? I, for myself, am an avid Pepsi drinker (4 ltrs/day) because of which I am even more inquisitive about its effects. I've tried to curb my intake levels down, but am still far from it.

Pepsi targets Asian markets

Asian Market Research News March 24, 2002 US beverage giant PepsiCo has targeted 6 countries in Asia out of 29 world wide that it says it needs to be among the top-selling brands in 2002. Asian markets targeted are China, South Korea, Thailand, India, the Philippines, and Vietnam.

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According to Ron McEachern, president of PepsiCo Beverages International (PBI) Asia, "...Operations in those countries will get significant support from us, including marketing budgets and product development..." He highlighted three strategic opportunities Moderate economic growth in Asia would lift consumer spending Cola consumption in the region had room to grow The price of soft drinks was cheap compared with other beverages such as juice. Mr McEachern said that soft drinks accounted for only 20% of beverage consumption in Asia, unlike in North America where they were the most popular drink. Diversification is also a strategy - Pepsi-Co aims to become a 'total beverage' operation, introducing not only new soft drinks but also other products. One example is the launch of Tropicana brand fruit juice later on this year. PepsiCo Asia, Middle East & Africa

PepsiCo Asia, Middle East & Africa (AMEA) makes, markets and sells a number of leading snack food brands including Lays, Kurkure, Chipsy, Doritos, Smiths, Cheetos, Red Rock Deli and Ruffles, through consolidated businesses as well as through noncontrolled affiliates. Further, either independently or through contract manufacturers, AMEA makes, markets and sells many Quaker-brand cereals and snacks. AMEA also makes, markets and sells beverage concentrates, fountain syrups and finished goods, under various beverage brands including Pepsi, Mirinda, 7UP and Mountain Dew. These brands are sold to authorized bottlers, independent distributors and retailers. However, in certain markets, AMEA operates its own bottling plants and distribution facilities. In addition, AMEA licenses the Aquafina water brand to certain of its authorized bottlers. AMEA also, either independently or through contract manufacturers, makes, markets and sells ready-to-drink tea products through an international joint venture with Unilever (under the Lipton brand name).

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Our Mission and Vision(pepsico)

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business.

Our Mission

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce 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.

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Our Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate environment, social, economic - creating a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. Performance with Purpose At PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward - drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability. Mission of the Coca-Cola company The mission of the Coca-Cola Company is to increase share-owner value over time. The company accomplished the mission by working with its business partners to deliver satisfaction and value to customers and consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis.

GUIDING PRINCIPLES OF COCA-COLA INDIA We will conduct ourselves and our business activities with the highest standards of honesty integrity and professionalism. We will recognize the positive contributions that we make as individuals and team members to produce our business success. We will encourage a learning environment where people can constantly grow, develop and contribute. We will strive for excellence and seek continuous improvement in everything we do.
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 We will respect all stakeholders, including employees, partners and suppliers and instill them with a passion to deliver the highest quality goods and service.
We will foster initiative and creativity by empowering individual to attain well-defined

objectives.

VISION OF COCA-COLA INDIA Provide exceptional strategic leadership in the Coca-Cola India System-resulting in consumer and customer preference and loyalty, through Coca-Colas commitment to them, and in a highly profitable Coca-Cola Corporation branded beverages system.

MISSION OF COCA-COLA INDIA Create consumer products, services and communication customer service and bottling system strategies, processes and tools in order to create competitive advantage and deliver superiors value to: Consumer as a superior beverage experience. Consumers as an opportunity to grow profit through the use of finished drinks. Bottlers as an opportunity to grow profits and volume. TCCC as trademark enhancement and positive economic value-added. Suppliers as an opportunity to make reasonable profits when creating real value-added in an environment of system wide teamwork, flexible business system and continuous improvement. CCI Associates as superior career opportunity. Indian society in the form of a contribution to economic and socio development.

About PepsiCo

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PepsiCo India Region: Leadership through Performance with Purpose

PepsiCo entered India in 1989 and in a short period of 20 years has grown into the largest and one of the fastest growing food & beverage business in the country. PepsiCo Indias growth has been guided by PepsiCos global vision of Performance with Purpose. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders including the communities in which they operate, the consumers they serve and the environment whose resources they use.

Large investor: One of the largest US multinational investors in the country with an
investment of over $1 billion, PepsiCo India provides direct and indirect employment to over 1,50,000 people across the country. Its beverage and snack food business is supported by 36 beverage bottling plants, (13 company and 23 franchisee owned) and three food plants. PepsiCo Indias diverse portfolio includes iconic brands like Pepsi, Lays, Kurkure, Tropicana 100%, Gatorade, Quaker and young but immensely popular and fast growing brands such as Nimbooz and Aliva.

No.1 food & beverage business in India:

PepsiCo India has not only grown to become the countrys largest food and beverage business but has also become a powerful and consistent driver of PepsiCos global growth. Over the last two years, India's beverage and foods businesses have been the largest volume growth contributors to PepsiCo across the globe. PepsiCo India has been frequently recognized for its
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industry-leading human resource practices, indovations, corporate values, and talent, and was one of the five top marketers of the country in 2009. A third of PepsiCo India's portfolio today comprises healthier products: PepsiCos portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthy products, making the healthful choice an easier choice. As PepsiCo grows, the portfolio transformation will continue with a systematic plan to reduce added sugar, sodium and saturated fats in its products. Today, the portfolio includes several healthier treats like Quaker Oats, Tropicana juices, rehydrator Gatorade, Pepsi Max and Cheetos Whoosh. PepsiCo was the first in India to introduce the use of healthier oils for its snacks -- Lays Potato chips, Kurkure and Cheetos. Model partnership with over 22,000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 22,000 happy farmers across ten states. More than 45% of these are small and marginal farmers with a land holding of one acre or less. PepsiCo Indias farming program has improved their livelihoods and incomes by providing assured buy back of their produce at pre-agreed prices thus insulating them from open market price fluctuations. PepsiCo provides 360 degree support to the farmer through quality seeds, extension services, disease control packages, bank loans, weather insurance, and latest technological practices.

Global leader in water conservation:

In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo system to achieve Positive Water Balance (PWB). This means that it replenishes more water than it consumes in its manufacturing operations. This has been validated by Deloitte Consulting. PepsiCo is leading a pioneering initiative to replace transplanting of paddy with direct seeding technology which has helped reduce water consumption in paddy cultivation by over 30% and has also cut down GHG emissions by 75%. In 2010, PepsiCo India saved 10.1 billion litres of water through various initiatives. For water related environment initiatives, PepsiCo India has received numerous awards such as CII National award for water management, Water Digest award for water practices and Golden Peacock award for water conservation among others.
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Care for the environment:

Following its success in water conservation, the company is now focused on reducing its carbon footprint. Nearly 30% of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as agriculture waste boilers in our plants, installation of wind turbines, reduction of use of chemicals, reduction in weight of packaging and film used in product packaging, reduction in weight of metal crowns/polypropylene caps for plastic bottles, conversion of potato waste into bio gas help reduce load on the environment. PepsiCo India also partners NGOs and local administrations in three states of India to recycle household solid waste in an endeavor to keep cities clean. Its award-winning "waste to wealth" recycling program reaches 450,000 families. Exemplary employment practices: PepsiCo India believes in providing employment and growth opportunities to local talent. Its College of Leadership, ensures early identification of talent, and employees focused development through critical experiences. PepsiCo strongly believes in Winning with Diversity and Inclusion. PepsiCo has been offering employment to women employees at the same employment terms and equal growth opportunities as men. Today women comprise more than 25% of the companys leadership team in India. PepsiCo India currently employs over 100 differently-abled people and has won the prestigious Hellen Keller award from the National Centre for Promotion of Employment for Disabled People (NCPEDP). Our goal is to nourish consumers with a range of products that deliver great taste, convenience and affordability, from simple treats to healthy offerings. Foods PepsiCos foods division Frito-Lay is the leader in the branded salty snack market. All its products are free of trans-fat and MSG. It manufactures Lays potato chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The

42

companys high-fibre breakfast cereal, Quaker Oats and low-fat and roasted snack options like Aliva increase the number of healthy choices available to consumers.

Kurkure Lays Lehar Namkeen Quaker Oats Uncle Chipps Aliva

Beverages PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such as Tropicana and Tropicana Twister.

Pepsi 7UP Gatorade Mountain Dew Nimbooz Slice Tropicana Mirinda Aquafina

SLOGANS FORM THE 1900S

19391950: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 19501957: "Any Weather is Pepsi Weather" 19571958: "Say Pepsi, Please"
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 19581960: "Be Sociable, Have a Pepsi"

19611964: "Now Its Pepsi for Those Who Think Young" (jingle sung by Joanie

Sommers)
19641967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie

Sommers) 19671969: "(Taste that beats the others cold) Pepsi Pours It On". 19691975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give" 19751977: "Have a Pepsi Day" 19771980: "Join the Pepsi People (Feeling Free)"
19801981: "Catch That Pepsi Spirit" (David Lucas, composer)

19811983: "Pepsi's got your taste for life" 1983: "Its cheaper than Coke!" 19831984: "Pepsi Now! Take the Challenge!"
19841991: "Pepsi. The Choice of a New Generation" (commercial with Michael

Jackson and The Jacksons, featuring the Pepsi version of "Billie Jean", "Bad" and "Black or White". "Black of White"'s was promoting the Dangerous World Tour.) 19841988: "Diet Pepsi. The Choice of a New Generation" 19881989: "Diet Pepsi. The Taste That's Generations Ahead" 19891990: "Diet Pepsi. The Right One" 19891992: "Diet Pepsi. The Taste That Beats Diet Coke"
19861987: "We've Got the Taste" (commercial with Tina Turner) 19871990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version of

Bad) 19901991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi)
19901991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right

choice Baby UH HUH") (India) 19911992: "Gotta Have It"/"Chill Out" 19921993: "Be Young, Have Fun, Drink Pepsi"
19931994: "Right Now" (Van Halen song for the Crystal Pepsi advertisement)

19941995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)

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 1995: "Nothing Else is a Pepsi"

19951996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign

19961997: "Pepsi: There's nothing official about it" (During the Wills World Cup (cricket) held in India/Pakistan/Sri Lanka)
19971998: "Generation Next" (with the Spice Girls)

19981999: "Its the cola" (100th anniversary commercial)

19992000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with

Britney Spears/commercial with Mary J. Blige)

19992006: "Yeh Dil Maange More!" (Hindi - meaning "This heart asks for more")

(India) 2003: "Its the Cola"/"Dare for More" (Pepsi Commercial)

20062007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J. Blige)

20072008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2000present: "pepsi ye pyaas heh bari" ((Urdu) meaning "There is a lot of thrist" (Pakistan)) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "epsi is #1" v commercial (Luke Rosin) 2008present: "Something For Everyone" 2009present: "Refresh Everything"/"Every Generation Refreshes the World"
2009present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young

country my baby")
2009present: "My Pepsi My Way"(India) 2009present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world") (Spanish

Spoken countries in Latin America) 2010present: "Every Pepsi Refreshes The World" 2010present "Pepsi. Sarap Magbago." (Philippines - meaning "Its nice to change")
20102011 "Badal Do Zamana" (Urdu - meaning "Change The World" by CALL)

(Pakistan)
2010present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" (Can be good, can be

very good, can be Pepsi) - Brazil

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 2011present: "Change the game" (Bangladesh, India for the 2011 Cricket World Cup) 2011present "Dunya Hai Dil Walon Ki" (Pakistan-meaning World is For Lovers by Ali

Zafar)

Comparison of the Logos of Pepsi and Coke

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A BRIEF PROFILE OF FLAVOUR AND PACK

Flavour Cola Ingredients Cola Flavour Pack 200Ml. Product Coke, Company Coca-Coal
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carbonated water sugar

300Ml. 500Ml. 1 Litre 1.5 Litre 2 Litre

Thumsup

Pepsi

Pepsi

Orange

Orange Flavour + Carbonated Water+ Sugar

200Ml. 300Ml. 500Ml. 1 Litre 1.5 Litre 2 Litre

Fanta

Coca-Cola

Mirinda

Pepsi

Fruit Juice

Mango Pulp+ Treated water+ sugar

250 ML

Maaza

Coca-Cola

Slice Cloudy Lemon Lemon Flavour + Carbonated Water+ Sugar 200Ml. 300Ml. 500Ml. 1 Litre 1.5 Litre 2 Litre Clear Lemon Lemon Flavour+ Carbonated Water + Sugar 200Ml. 300Ml. 500Ml. 1 Litre 1.5 Litre 2 Litre 7Up Dew Sprite Mirinda Lemon Limca

Pepsi Coca-Cola

Pepsi

Coca-Cola

Pepsi

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OBJECTIVE

Objective is a very important in every filed of life. Every work is done according to a predetermined objective.

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objectives of my study

What is the retailers problem. What is the distribution system of pepsico India? What is the share of pepsico India in market/muzaffarpur? To know the retailers response towards the company. To know retailers suggestions and recommendation about the pepsico India.

Research Methodology

The research study is descriptive in nature, statistical techniques are used to study the number respondents. The goal of the research process is to produce new knowledge. This process takes three main forms.

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There are three of methods for marketing Research. These are as follows: The observation Method The experimental Method The Survey Method

i)

The Observation Method: Under the observation method, the information is sought by way of Investigator s own direct observation with out asking for the respondent hence data are collected on the banks of observation no talk take place.

ii)

The experimental METHOD: Experimentation is not easy to define. It will refer to that Research Process in which one or more variables are manipulated under candidacies that permits the collection of data that show the effects if any of such variable in confused fashion. Such a definite indicates that the distinction between experimental and non experimental research may some times be a matter of degree rather is based on the concept that small scale experimental is useful to indicate the expectations of large scale experiment. Never their a well designed experiment even through it can not replicate total market. Candidates can provide guidance and information for decision making.

iii)

The Survey MEthod: The information gathered directly from individuals is cooled survey method. Personal Interview Mail Survey Telephonic Survey

For me above survey method I have followed the following two types of method for my project:-

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Observation Method :- I went to route ride with sales men and observed various routes of maripur, amgola gola road, station road, gunnipur, Motijheel, paanitanki, bhagwanpur, and aghoria bazaar etc various out lets of those routes. These route rides helped me to new various routes and identify the outlets. ii) Survey Through Personal Interview: In this method the in formation gathered directly sami individuals & home I prepared questionnaire and take direct personal interview of retailers. Advantages: Direct Interaction with the retailers. It helped me to collect reliable data.

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Research Design

A Research project conducted scientifically has a specific frame work of research from the problem & this frame work is condition research is known as the research design.

A research design is simply the frame work or plan for a study that is used as a guide in collecting and analyzing the data. It is blue print that is followed in completing a study.

The research process design way conclusive and statistical in nature which would enable the company to take rational design. This is because the sample size taken way large and techniques adopted were for mass data. The data observation tabled and the results were in form of percentage.

Method of data collection

Primary Data Collection: Primary data are those which are collected from the original source of event these are two types:-

Observation: In this method, I went to route ride with the salesman and observed various routes, outlets and the entire supply system of pepsico.

Survey: Personal Interview: In survey method I prepared a questionnaire and take direct personal interview of retailers.

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sampling Plan
The universe studied is the sum total of the retailers in the muzaffarpur area.

Sampling unit is a single retailers outlet which may be provision store; stationery shop, grocery shop, eating and kisok. Elementary retailers.
The geographical limit is the area of Muzaffarpur.

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Analysis

The soft drink market of India are by and large controlled and governed by the soft drink giant company, COCA-COLA and PEPSI. Except these two, there is a very weak and limited participation is felt by the CADBURY SCHWEEP.

The only presence of the two giant company doesnt mean absence of competition rather a neck to neck competition, a dual of strategy and counter strategy is all time present to capture a greater market share. For extracting the total strength, two companies have a wide variety of soft drink.

Different flavour and different packs are available from both the companies. Let us take a glimpse of the different flavour available for both the company. Flavour Cola Clear Lemon Cloudy Lemon Orange Fruit Juice Soda Water Coca-cola Thums-Up, Coke Sprite Limca Fanta Maaza Kinley Kinley Pepsi Pepsi Mountain Dew, 7-Up Lemon Mirinda Mirinda Slice Everess Aquafina

By the survey of retailers out lets, we have got the relative demand of each different flavour both the companies

Flavour

Coca-cola

Pepsi
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Cola

Thums-Up 35 Coke 25

Pepsi

40

Orange Cloucly Lemon Clear Lemon

Fanta 60 Limca 80 Sprite 45

Mirinda Lemon Mirinda Mountain Dew 7 UP 20

40 20 35

Fruit Juice Soda Water TOTAL

Maaza 80 Kinley 45 Kinley 40 410

Slice Evress Aquafina 55

20 60 290

Demand of Cola Flavour

For cola flavour coca-cola has two products coke and Thums-UP and Pepsi percentage in shown below.
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Flavour Cola

Company Coca-Cola

Product Thums-UP Coke

Demand in % 35 25 40

Pepsi

Pepsi

It is represented by the following pie chart.

Demand of orange flavour

For orange flavour coca-cola has the product name is Fanta and Pepsi has the product range is Mirinda.
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Flavour Orange

Company Coca-Cola Pepsi

Product Fanta Mirinda

Demand in % 60 40

It is represented by the following:

Demand of cloudy lemon flavour

Coca-cola has the most popular product limca in cloudy lemon flavour and Pepsi has Lemon Miranda.
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The relative demand is shown in the following table. Flavour Cloudy Lemon Company Coca-Cola Pepsi Product Limca Lemon Mirinda Demand in % 80 20

It is represented by the following chart.

Demand of clear lemon flavour

IN clear lemon coca cola has sprite, Pepsi has two products. Products in this are 7-up and Mountain Dew.
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The relative demand is shown in the following table. Flavour Clear Lemon Company Coca-Cola Pepsi Product Sprite Mountain Dew 7-Up Demand in % 45 35 20

It is represented by the following pie chart

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Demand of fruit juice

In fruit juice Coca-Cola product is Maaza and Pepsi product is Slice. The demand of percentage is shown below :The relative demand is shown in the following table. Flavour Fruit _Juice Company Coca-Cola Pepsi It is represented by the following pie chart. Product Maaza Slice Demand in % 80 20

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Demand of SODA

Coca-Cola has the product Kinley in Soda and Pepsi has Evress. The demand of % is shown below :-

Flavour Soda

Company Coca-Cola Pepsi

Product Kinley Evress

Demand in % 45 55

It is represented by the following pie chart.

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Demand of water

And the final and lost product from Coca-Cola is water KINLEY and the PEPSI is Aquafina. The demand of percentage is shown below:-

Flavour Water

Company Coca-Cola Pepsi

Product KINLEY Aquafina

Demand in % 40 60

It is represented by the following pie chart.

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Over all market demand of pepsi and coca-cola

Over all demand of Pepsi and coca-cola in muzaffarpur area is 58% coca-cola and 42% of PEPSI.

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Demand of Coca-Cola and Pepsi in Various customer group

On the basis of survey and with the help of questionnaire. The demand of coca-cola and Pepsi in various customer groups is presented in the following table:Customer MALE Company COCA-COLA PEPSI FEMALE COCA-COLA PEPSI CHILDREN COCA-COLA PEPSI Demand of % 65 35 55 45 70 30

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Demand of various packs of pepsi

Pack

Demand in %

200 ML 250/300ML 500 ML 1 Litre 1.5 Litre 2 Litre

40% 30% 12% 3% 5% 10%

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Demand of chiildren customer group

The demand of children customer group is represented by the following Pie

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Interested to sell
This fig show that 70% outleters interested to cell coke and only 30% outleters prefer pepsi.

Satisfaction about supply

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Interested to scale monopoly

Price factors affects

According to result I found that price factors does not affects on consumer buying behavior. Some outleters say that initially decrease in sales but after some time it come in normal stage .

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Research Findings

As it was 1 research Project of my life, so it gave my lot of experience which will be very helpful in my life as well as in my summer training. With the predetermined objective for finding the customer demand and retailers respondent for Pepsi co product is Muzaffarpur area. A detail survey of the retailer and proper analysis of the available data has been done. Coca-Cola is having a greater customer demand for its product. But PEPSI is no longer for behind. They are also coming up with their full strength and have started to capture the market with & customasssers.

The total marked of Muzaffarpur can be grouped in to main areas,

1) Bhagwanpur 2) Reva road 3) Gobarshahi 4) Power house 5) Station road 6) Moti jheel 7) Gannipur 8) Maripur etc

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After completed my survey I found that coke has better image than Pepsi due to some reason.
Coke has made an all over impact in Muzaffarpur .Most of the people prefer coke brand

instead of Pepsi due to lack of distribution system of Pepsico.

Coke has built its better brand image due to good positioning of its product and quality. Only coke provides new scheme and offer. The route agent and sales representative give the information about new scheme and

offers to the dealers and retailers.

Most of the dealer or retailers keep only coka cola product as it provides better services

like fridge ,visicoolers etc .

There are lack of display material like board,banners, glow sign etc.in most of the area of

Muzaffarpur. Coca cola is one of the company that gives the highest trade margin.
There is a number of exclusive counters of coke which is less than their competitors. The demand of 200mL and 500mL bottles is more

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Recommendation
Though the coke is enjoying about 54% of the total market share and it is market leader in Indian beverage industry. While with the 46 % market share Pepsi is on the second step.If we are analyzing properly then we find Pepsi is small product portfolio than coke, which is responsible for its second position.

Pepsi should increase its product portfolio to capture the Cokes market share.
Companies should focus on the taste of the product because 77% population is influenced by taste only.

Young generation is the potential consumer so companies should more focus on

them.

As we find that 40 % population consumes 200ml cold drinks. Which comes in glass
bottles, these bottles are being retuned back for refilling to companies. Which
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incurred

again

cost

of

re-transportation. If company start to supply 200 ml cold

drinks in pet bottles (plastid bottles) it will be good for company because 40% of population is using only 200ml.

Limitations

The company did not provide any financial support for the project. I had lack of deep knowledge about the product of the local market. The time allowed for the project was very short ( 6 weeks). It was impossible to study deeply in that short period. There was the staying place hearer to local market.

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CONCLUSION
After the completion of project I have seen the different aspects of about this the summer Training Project. Also I have gained some new experience

consumer research. While surveying I have met a large number people, with different perceptions, with different nature, and as a result of this I have learnt a lot of things like how to talk with the different people with different behavior. I am benefited a lot and this will definitely help me a lot in my summer training as well as in the future. From the analysis of the data, it can be concluded that the outcome that came out from this research work is that in Muzaffarpur coke is the market leader with 58% market share. Pepsi is having only 42% market share. I come to know that Pepsi is the leading brand of Pepsi co. with 29% market share

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of its total market share and Thums up is the leading brand of coke with 28% market share of itself.. Leaving a few areas of Muzaffarpur, there is a monopoly of the coca cola product . The demand of Coca-Colas product is more than that of Pepsi product. Supply of various flavours is not adequate. Flavor likes Mirinda and 7up and slice have a high customer demand, but their supply is irregular. Competitors are taking advantage of this. Through this research I also come to know that young generation is the potential market for beverage industry, taste is the 1st preference to choosing the product and one more important factor that below 12 years and above to 50years people like the soft drinks while people between 12- 30 year prefer cola drinks and rest people who comes in between 30 -50 year have common.

Bibliography
www.pepsico.com Comparative-study-on-the-marketing-strategies-of-Pepsi-and-Coca Pepsi co India Pepsi co brand etc.

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Annexure Questionnaire

Topic : Comparative study of Coke and Pepsi Date: I. II. III. Name of the outlet Address Contact Number
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1. Present share of your outlet: Pepsi 2. Customers Demand Flavour-wise: Coke Others

Flavour Cola

Coca-Cola Thums Up Coke

Pepsi Pepsi

Orange Cloudly Lemon Clear Lemon Mango Soda Water

Fanta Limca Sprite Maaza Kinley Kinley

Mirinda M.Dew 7-Up Slice Everress Aquafina

3. What are the demands of various packs of pepsi? PACK 200ml. 250/300ml. 500ml. 1000ml.
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DEMANDS IN %

1500ml. 2000ml.

4). Demand of different customer group:

Group

Coke(%)

Pepsi(%)

Male Female Youth

5) You are interested to sell : Pepsi 6) Satisfaction about Supply: Pepsi 7) Distributors behavior about: Coke Coke

Pepsi Coke

Satisfactory Satisfactory

Unsatisfactory Unsatisfactory

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8)If you are interested to scale monopoly basis then what would be your demand? Pepsi Coke Others

9)Is price factor effect on customers buying behavior

10)Retailers suggestions/complaints about Pepsi and Coke company?

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