1. ACKNOWLEDGEMENT
I am highly indebted to my project mentors, Mr. Sanjay Bharti for their continuous
support, supervision motivation and guidance throughout the tenure of my project in spite of
their hectic schedule who truly remained driving spirit in my project and their experience gave
me the light in handling research project and helped me in clarifying the abstruse concepts,
requiring knowledge and perception, handling critical situations and in understanding the
objective of my work.
I would like to thank all the staff of PepsiCo India Holdings Pvt. Ltd for their
dedication & support, To, Mr. Vivek Johari & Mr. Anurag Saxena, Who contributed with
insights that reflects their experience in marketing from which I gain a lot.
All the TDM, ADC, and CE whose off time discussions with me always encouraged and
motivated me for the project; he was the one who helped me in understanding the market in a
better and easier way. My friends and colleagues Ankit Awasthi others that surround me and
make life fun to reduce stress and tiredness.
And lastly, it is only when one writes and realizes the true power of MS word 2003, from
grammar checks to replace-alls. It is simple. And the power of Windows XP the OS where MS
Office is …. Thank you Mr. Bill Gates and Microsoft Corp!

2. DECLARATION
I Inamul Abdin declare that this project report entitled comparative analysis of market
share Pepsi versed Coke is an original piece of work done and submitted by me towards partial
fulfillment of my post graduate programme in MBA, under the guidance of Mr. Sanjay Bharti
HOD MBA Dept., KIT Kanpur.
Date: - Signature: -
2

3. PREFACE
Market provides a key to gain actual success only to those brands which match best to the
current environment i.e. ‖imperative‖ which can be delivered what are the people needs and they
are ready to buy at the right time without any delay. It is perfectly true but this also depends on
availability of good quality products and excellent taste and services which further attract and
add a golden opportunity for huge sales.
This also depends on the good planning approach and provide ample opportunity plus
sufficient amount of products for sales in the coming next financial year.
This survey report introduces study of consumer‘s preferences for PEPSI. After going
through a detail analysis of market behavior and future prospect, it may also provide an
opportunity to PEPSI to frame a good future plan to satisfy maximum needs of the customers and
established its guiding role in the market of Kanpur in particular and throughout the country as a
whole. The study report will also provide an opportunity to delineate its market potential
business areas, products & services are to be offered by the company to the customers.
This study report also provides the various factors affecting the services. Marketing
Division of PEPSI has to keep in mind various factors specially while preparing a plan for
marketing its product or services. Details description along with analysis of surveyed data is
being presented in this report.
3

4. TABLE OF CONTENTS
PAGE NO.
1. Executive Summary 7
2. Organizational Profile of the Company 8
a) Background of the company 9
b) Company profile in Indian Scenario 13
3. History of PepsiCo 16
4. Organizational Structure & Distribution Channels 32
5. Mission and vision 34
6. Beverages Industry In India 36
7. Pepsi Bottling Plants in India 37
8. Introduction of Coca-Cola 39
9. History of Coca-Cola 40
10. Coca-Cola in India 43
11. Flavors of Pepsi and Coca-Cola Comparatively 45
12. Background of the Study 50
13. Objectives of the Study 52
14. Research methodology 54
15. Limitation of Study 61
16. Analysis and interpretation 62
17. SWOT Analysis 83
18. Conclusion of the Study 88
19. Suggestions and Recommendations 90
20. Questionnaire 92
21. Bibliography 94
22. Annexure
4

5. 5

6. Executive Summary .
PepsiCo is the world‘s premier consumer Products Company focused on convenience
food and beverages. We seek to produce healthy financial reward to investors a we provide
opportunities for growth and enrichment to our employee.
PepsiCo is a world leader in convenient foods and beverages, with 2011 revenues of
more than $44 billion and 203,000 employees.
.
The group has built an expansive beverage and foods business. To support its operations,
PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee
owned PepsiCo‘s a business based on its sustainability vision of making tomorrow better than
today. PepsiCo‘s commitment to living by this vision every day is visible in its contribution to
the country, consumers and farmers.
The whole business of any FMCG ( Fast Moving Consumers Good ) company mainly
depends on the retailers , so we can say that the retailers are the backbone of any FMCG
organization .The whole project named as EDS (Each dealer survey) & Visi Report , in which
the whole analysis based on current market position in Kanpur city.
The project was undertaken under the guidelines of PepsiCo India Holding Pvt. Ltd. to
comparative study between PepsiCo and coke in order to increase the sales of Pepsi and
problems faced by distributor and retailers and recommend the company how to solve these
problem.
6

7. A detailed survey to the consumer was carried to find out their preferences for Soft
Drinks. The details of the methodology are stated below.
Areas are Mall Road, Canal Road, Ghantaghar, Hulaganj, Sutarkhana, Mare Co.
Bridge in Kanpur research design: Exploratory and descriptive. Sources of information are
primary and secondary data.
7

8. 8

9. Background of the Company .
Type : Food & Non-alcoholic beverage
Manufacturer : PepsiCo.
Country of Origin : United States
Founded : New Bern N.C, U.S. (1890)
Founder(s) : Caleb Bradham, Donald M. Kendall and Herman W. Lay
Headquarters : Purchase, New York, U.S. R & D headquarters in Valhalla
Key People : Indra Nooyi (Chairperson and CEO)
Products : Pepsi, Diet Pepsi, Mountain Dew, AMP Energy, Aquafina,
Sierra, IST, SoBe, Starbucks Frappuccino, Lipton Iced Tea, 7up,
Mirinda, Izze, Tropicana Products, Copella, Naked Juice,
Gatorade, Propel Fitness Water, Quaker Oats Company, Lay's,
Doritos, Cheetos, Kurkure, Fritos, Rold Gold, Ruffles, Tostitos,
Slice.
Revenue : US $ 44.3 billion
Operating Income : US $ 7.3 billion
Net Income : US $ 6.24 billion
Employees : 203,000 (2012)
Divisions : PepsiCo Americas, PepsiCo International
Web Site : PepsiCo.com
9

10. Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to
retail, restaurants and food service customers in more than 190 countries and territories around
the world. PepsiCo World Headquarters is located in Purchase, New York.
Pepsi Co. is the world leader in the food chain business. It consists of many companies
amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizza-
hut, KFC and Taco bell. The group is presently into three most profitable businesses namely,
Beverages Snacks foods and Restaurants.
The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other
brands worldwide and 7UP outside the U.S. market. They are positioned in close competition
with Coca Cola inc. of USA.
The Snacks food divisions manufacture and distribute and markets others snacks
worldwide. The restaurant segment primarily consists of the operations of the worldwide Pizza-
Hut, Taco bell, PepsiCo‘s restaurant distribution operation, supplies to Company owned and
Franchise restaurants in the U.S.
When Coca Cola changed its formula in 1985, Pepsi Stepped up its competition with its
long time archrival claiming victory in the Cola-wars. Coke and Pepsi expended their rivalry to
tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to Coke‘s announced
venture with Nestle (Nestea).
―PepsiCo is going blue‖. This was the new color adopted by the company to strengthen
its brand globally. Also the company is changed colors from Generation X to GENERATION
NEXT. Although Pepsi holdings over the years have become diverse in such fields as the Snacks
industry and Restaurants industry, this portfolio will discuss its core business and its highly
successful business of Beverages. The soft drink industry customer base is probably the widest
10

11. and deepest base in a world that is flooded with some many categories. According to Beverage
Digest the customer base for soft drinks is a whopping 95% of regular users in the United States.
This represents a large field of potential customers for Pepsi Cola.
Pepsi prefers to segment itself as the beverage choice of the “New Generation”,
“Generation Next”, or just as the “Pepsi Generation”. These terms adopted in Pepsi‘s
advertising campaigns are referring to the markets that marketers refer to as Generation X. The
Generation X consumer is profiled to be between the ages of 18 to 29. They have high
expectations in life and are very mobile and active. They adopt a lifestyle of living for today and
not worrying about long-term goals. Those Pepsi‘s main emphasis on this segment they also
have a focus on the 12 to 18 year old market. Pepsi believes if they can get this market to adopt
their product then they could establish a loyal customer for life.
Pepsi Cola throughout its 100 years of existence has developed much strength. One of the
strengths that have developed Pepsi into such a large corporation is a strong franchise system.
The strong franchise system was the backbone of success along with a great entrepreneur spirit.
Pepsi‘s franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda
sold in 1903 to nearly 5 billion gallons in the year of 1997.
Pepsi also has the luxury to spend 225 million dollars in advertising a year. This
enormous advertising budget allows Pepsi to reinforce their products with reminder advertising
and promotions. This large budget also allows Pepsi to introduce new products and very quickly
make the consumer become aware of their new products.
Pepsi also has had the good fortune of making very wise investments. Some of the best
investments have been in their acquiring several large fast food restaurants. They have also made
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12. wise investments in snack food companies like Frito Lay, which at present time is the largest
snack company in the world. Probably high on the list of strengths is Pepsi‘s beverage line up.
Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi,
Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Some other strong brands are All
Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices.
12

13. Company Profile in Indian Scenario
Since the entry of Pepsi co. to India in 1987, the soft drink Industry has undergone a
radical change. When Pepsi entered parley was the leader with ‗Thumps UP‘ being its flagship
brand. Other product offerings by parley included Limca & Gold Spot. Another upcoming
player in the market was the erstwhile bottle of Coca-Cola, Pure Drinks. Its offerings included
Campa Cola, Camps Lemon and Campa Orange.
With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for more
aggressive marketing to sustain its market share. The chronology the initial phase of the “Coal
Wars” in India was:-
July 1986
An application for soft drinks-cum-snack food joint venture by Pepsi, Voltas and
Punjab Agro is submitted to the government after an earlier proposed alliance- 1985,
between Pepsi and Duncan‘s of the Goenkas fails to take off.
Sept.1988
Final approval for the Pepsi Foods Limited (P.F.L) project granted by the Cabinet
Committee on Economic Affairs of the Rajeev Gandhi Government.
March 1990
Pepsi Cola and Seven up Launched in limited market in North India.
May 1990
The government clears the Pepsi project again but with a change in brand name to
Lehar Pepsi. Simultaneously it rejects the Coca-Cola application. Citra form the
Parle stable hits the market.
Dec 1991
Pepsi extends its soft drinks reach on national scale. Products launched Delhi and
Bombay.
13

14. Jan 1992
Brito Foods application cleared by the FTPB. Pepsi and Parle start initial
negotiations for strategic alliance but talks break off after a while.
1993
Pepsi launches Teem and Slice. Captures about 25.30% of the soft drinks market in
about two years.
July 1993
Volta‘s pulls out of PFL joint venture. Pepsi decides to raise equity to 92% Reports
of coke – Parle negotiations gain strength.
1994
Pepsi brought Dukes& Sons
1995
Pepsi launched Cans having capacity of 330 ml in various flavors.
1997
Pepsi brought Mirinda Orange opposite to Fanta.
1998
Pepsi launched Lemon Mirinda to give taught competition to Limca.
1999
Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet battles for health conscious
people.
1997
Refusing to dilute its equity state Coca-Cola winds up operations in the country.
Parle launches Thumps Up and Drinks launches Campa Cola.
2001
Pepsi launched Aquafina opposite to Kinley.
14

15. 2003
Pepsi launched Mountain Dew
2005
Mirinda lemon zinger, 7UP.Ice was launched by Pepsi.
2006
Bubbly Pepsi was launched.
2007
Pepsi Gold was launched
2009
Nimbooz by 7up was launched
2010
PepsiCo India recently launched a new flavor named “7UP Ice” in Indian market. It
is hard that 7UP. The taste of 7UP Ice is mint. And Mirinda Bat Berry. The taste of
Mirinda Bat Berry is like Glicodin.
2011
In April 2011, Pepsi announced that customers will be able to buy a complete
stranger a soda at a new "social" vending machine, and even record a video that the
stranger would see when they pick up the gift.
In May 2011, the week before Memorial Day, Pepsi launched a limited edition flavor
called "Memorial Day Pepsi", with blueberry and cherry flavors added to the
cola.
2012
In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular
Pepsi.
15

16. 16

17. History of PepsiCo
1893--Caleb Bradham, a young pharmacist and industrialist from New Bern, North Carolina,
begins experimenting with many different soft drink concoctions; patrons and friends sample
them at his drugstore soda fountain.
1898--It was first introduced as "Brad's Drink" in New Bern, , North Carolina in 1898 by Caleb
Bradham, a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed
"Pepsi-Cola" on August 28, 1898. Pepsi-Cola receives its first logo.
1902--The instant popularity of this new drink leads Bradham to devote all of his energy to
developing Pepsi-Cola into a full-fledged business. He applies for a trademark with the U.S.
Patent Office, Washington D.C., and forms the first Pepsi-Cola Company. The first Pepsi-Cola
newspaper advertisements appeared in the New Bern Weekly Journal.
17

18. 1903--"Doc" Bradham moves the bottling of Pepsi-Cola from his drugstore into a rented
warehouse; he sells 7,968 gallons of syrup in the first year of operation.
Pepsi's theme line is "Exhilarating, Invigorating, and Aids Digestion."
1904--Bradham purchases a building in New Bern known as the "Bishop Factory" for $5,000
and moves all bottling and syrup operations to this location. Pepsi is sold in six-ounce bottles.
Sales increase to 19,848 gallons.
1905--Pepsi-Cola's first bottling franchises are established in Charlotte and Durham, North
Carolina.
Pepsi receives its new logo, its first change since 1898.
1906--Pepsi gets another logo change, the third in eight years. The modified script logo is
created with the slogan, "The Original Pure Food Drink."
There are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in Canada. Syrup sales
rise to 38,605 gallons.
The federal government passes the Pure Food and Drug Act, banning substances such as arsenic,
lead, barium, and uranium, from food and beverages. This forced many soft drink manufacturers,
including Coca-Cola, to change their formulas. Pepsi-Cola, being free of any such impurities,
claimed they already met federal requirements.
Pepsi receives its new logo, its second change since 1905.
1907--Pepsi-Cola Company continues to expand; the company's bottling network grows to 40
franchises. Pepsi-Cola sells more than 100,000 gallons of syrup.
Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons.
18

19. 1908--Pepsi-Cola becomes one of the first companies to modernize delivery from horse drawn
carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and
sell Pepsi-Cola.
1909--Automobile race pioneer Barney Old field endorses Pepsi-Cola in newspaper ads as "A
bully drink...refreshing, invigorating, a fine bracer before a race."
1910--The first Pepsi-Cola bottlers' convention is held in New Bern, North
Carolina
1920--Pepsi theme line speaks to the consumer with "Drink Pepsi-Cola, it will satisfy you."
1923--Pepsi-Cola Company is declared bankrupt and its assets are sold to a North Carolina
concern, Craven Holding Corporation, for $30,000.
Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business and good will from
Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation.
1928--After five continuous losing years, Megargel reorganizes his company as the National
Pepsi-Cola Company, becoming the fourth parent company to own the Pepsi trademark.
1931--U.S. District Court for Eastern District Virginia declares the National Pepsi-Cola
Company bankrupt, the second bankruptcy in Pepsi-Cola history.
The Loft candy company acquires the National Pepsi-Cola Company. Charles G. Guth, president
of Loft, assumes leadership of Pepsi and commands the reformulation of Pepsi-Cola syrup
formula.
19

20. 1933--By the end of the year, Guth's new Pepsi-Cola Company is insolvent. In a series of
moves, he acquires Megargel's interest in the company, giving himself 91% ownership of Pepsi.
1934--A landmark year for Pepsi-Cola. The drink is a hit and to attract even more sales, the
company begins selling its 12-ounce drink for five cents (the same cost as six ounces of
competitive colas). The 12-ounce bottle debuts in Baltimore, where it is an instant success. The
cost savings proves irresistible to Depression worn Americans and sales skyrocket nationally.
Caleb Bradham, the Founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th, 1867-
February 19th, 1934).
1935--Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets up
national territorial boundaries for the Pepsi bottler franchise system.
1936--Pepsi grants 94 new U.S. franchises and year-end profits reach $2,100,000.
1938--Walter S. Mack, Jr., V.P. of Phoenix Securities Corporation is elected President of the
Pepsi-Cola Company. Mack, who considers advertising the keystone of the soft drink business,
turns Pepsi into a modern marketing company.
1939--The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme in
newspapers. Pepsi-Cola Company names Mack as CEO. The Board of Directors removes Guth
from the Pepsi payroll after he plans to personally acquire a competing cola.
1940--Pepsi-Cola Company makes advertising history with "Nickel, Nickel," the first
advertising jingle ever broadcast nationwide on radio.
Pepsi receives its new logo, its third change since 1906.
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21. 1941--The New York Stock Exchange trades Pepsi's stock for the first time.
In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue.
1943--Pepsi's theme line becomes "Bigger Drink, Better Taste."
1948--Corporate headquarters moves from Long Island City, New York, to midtown Manhattan.
1950-- Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife,
Hollywood movie star Joan Crawford, is instrumental in promoting the company's product line.
Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the fifth in
Pepsi history.
1953-- "The Light Refreshment" campaign capitalizes on a change in the product's formula that
reduces caloric content.
1955--Herbert Barnet is named President of Pepsi-Cola.
1959--Pepsi debuts at the Moscow Fair. Soviet Premier Khrushchev and U.S. Vice President
Nixon share a Pepsi.
1960--Young adults become the target consumers and Pepsi's advertising keeps pace with "Now
it's Pepsi, for those who think young."
1962--Pepsi receives its new logo, the sixth in Pepsi history. The 'serrated' bottle cap logo
debuts, accompanying the brand's groundbreaking "Pepsi Generation" ad campaign.
21

22. 1963--After climbing the Pepsi ladder from fountain syrup salesman, Donald M. Kendall is
named CEO of Pepsi-Cola Company. Pepsi-Cola continues to lead the soft drink industry in
packaging innovations, when the 12-ounce bottle gives way to the 16-ounce size. Twelve-ounce
Pepsi cans are first introduced to the military to transport soft drinks all over the world.
1964--Diet Pepsi, America's first national diet soft drink, debuts.
Pepsi-Cola acquires Mountain Dew from the Tip Corporation.
1965--Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas, and Pepsi-
Cola merge, forming PepsiCo, Inc.
Military 12-ounce cans are such a success that full-scale commercial distribution begins.
Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll tickle your innards."
1970--Pepsi leads the way into metrics by introducing the industry's first two-liter bottles. Pepsi
is also the first company to respond to consumer preference with light-weight, recyclable, plastic
bottles. Vic Bonomo is named President of Pepsi-Cola.
The Pepsi World Headquarters moves from Manhattan to Purchase, NY.
1974--First Pepsi plant opens in the U.S.S.R. Television ads introduce the new theme line,
"Hello, Sunshine, Hello Mountain Dew."
1976--Pepsi becomes the single largest soft drink brand sold in American supermarkets.
The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one of
America's best-loved ads. As people get back to basics, Pepsi is there as one of the simple things
in life.
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23. 1977--At 37, marketing genius John Sculley is named President of Pepsi-Cola.
1978--The Company experiments with new flavors. Twelve-pack cans are introduced.
1980--Pepsi becomes number one in sales in the take home market.
1981--PepsiCo and China reach agreement to manufacture soft drinks, with production
beginning next year.
1982--Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge activity has
penetrated 75% of the U.S. market.
1983--Mountain Dew launches the "Dew it to it" theme.
1984--Pepsi advertising takes a dramatic turn, as Pepsi becomes "the choice of a New
Generation." Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced,
creating a new soft drink category, "juice added." In subsequent line of extensions, Mandarin
Orange Slice goes on to become the number one orange soft drink in the U.S. Diet Pepsi is
reformulated with NutraSweet (aspartame) brand sweetener.
1985--After responding to years of decline, Coke loses to Pepsi in preference tests by
reformulating. However, the new formula is met with widespread Consumer rejection, forcing
the re-introduction of the original formulation as "Coca-Cola Classic." The cola war takes "one
giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle.
By the end of 1985, the New Generation campaign earns more than 58 major advertising and
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24. film-related awards. Pepsi's campaign featuring Lional Richie is the most remembered in the
country, according to consumer preference polls.
1986--Chairman Donald M. Kendall retires and is succeeded by D. Wayne Calloway. 7-Up
international is acquired in Canada. Pepsi-Cola acquires Mug Root Beer.
1987--Pepsi-Cola President Roger Enrico is named President/CEO of PepsiCo Worldwide
Beverages. Pepsi-Cola World Headquarters moves from Purchase to Somers, New York. After a
27-year absence, Pepsi returns to Broadway with the lighting of spectacular new neon sign in
Times Square.
1988--Craig Weatherup is appointed President/CEO of Pepsi-Cola Company.
1989--Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead." Chris
Sinclair is named President of Pepsi-Cola International. Pepsi-Cola introduces an exciting new
flavor, Wild Cherry Pepsi.
1990--American Music Award and Grammy winner rap artist Young MC writes and performs
songs exclusively for national radio ads for Pepsi. Ray Charles joins the Pepsi family by
endorsing Diet Pepsi. The slogan is "You Got the Right One Baby."
1991--Craig E. Weatherup is named CEO of Pepsi-Cola North America, as Canada becomes
part of the company's North American operations. Pepsi introduces the first beverage bottles
containing recycled polyethylene Terephthalate (or PET) into the marketplace. The development
marks the first time recycled plastic is used in direct contact with food in packaging.
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25. 1992--Pepsi-Cola launches the "Gotta Have It" theme, which supplants the longstanding
"Choice of a New Generation." Pepsi-Cola and Lipton Tea Partnership is formed. Pepsi will
distribute single serve Lipton Original and Lipton Brisk products. Crystal Pepsi: a refreshing,
clear soda that is caffeine free has 100% natural flavors, no preservatives and is low in sodium,
goes national. Mountain Dew introduces the popular theme line, "Get Vertical."
1993--Brand Pepsi introduces its slogan, "Be Young. Have Fun. Drink Pepsi".
Pepsi-Cola profits surpass $1 billion. Pepsi introduces an innovative 24-can multipack that
satisfies growing consumer demand for convenient large-size soft drink packaging. "The Cube"
is easier to carry than the traditional 24-pack and it fits in the refrigerator.
1994--New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO
Craig Weather up explaining the relationship between freshness and superior taste to consumers.
Pepsi Foods International and Pepsi-Cola International merge, creating the PepsiCo Foods and
Beverages Company.
1995--In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors
in the year's national advertising championship.
1996--In February of this year, Pepsi makes history once again, by launching one of the most
ambitious entertainment sites on the World Wide Web. Pepsi World Eventually surpasses all
expectations, and becomes one of the most landed and copied, sites in this new media, firmly
establishing Pepsi's presence on the Internet.
1997--In the early part of the year, Pepsi pushes into a new era with the unveiling of the
GeneratioNext campaign. GeneratioNext is about everything that is young and fresh; a
25

26. celebration of the creative spirit. It is about the kind of attitude that challenges the norm with
new ideas, at every step of the way. PepsiCo Announces that, effective October 6th, it will spin
off its restaurant division to form Tricon Global Restaurants, Inc. Including Pizza Hut, Taco Bell,
& KFC, it will be the largest restaurant company in the world in units and second-largest in
sales.
1998--Pepsi celebrates its 100th anniversary. PepsiCo Chairman and CEO Roger A. Enrico
donate his salary to provide scholarships for children of PepsiCo employees.
Pepsi introduces PepsiOne - the first one-calorie drink without that diet taste!
2000--Although Pepsi is a great place to work, Steven Truitt takes his skills and hard work
elsewhere (for more money of course!), therefore putting an end to his Pepsi page! For more
information about Pepsi, choose a search engine and search for 'Pepsi' or visit www.pepsi.com or
www.pepsico.com.
2002-- The strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped
redefine promotion marketing."
2003-- The Centre for Science and Environment (CSE), a non-governmental organization in
New Delhi, said aerated waters produced by soft drinks manufacturers in India, including
multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane,
DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the
immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda,
Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink
products had 36 times the level of pesticide residues permitted under European Union
regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found
26

27. no such residues. However, this was the European standard for water, not for other drinks. No
law bans the presence of pesticides in drinks in India.
2004-- The Coca-Cola Company and PepsiCo angrily denied allegations that their products
manufactured in India contained toxin levels far above the norms permitted in the developed
world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a
government-appointed committee, is now trying to develop the world's first pesticides standards
for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough
to detect minute traces of pesticides in complex drinks.
2005-- The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink
sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad
district in Kerala, India, of practicing "water piracy" due to its role in exploitation of ground
water resources resulting in scarcity of drinking water for the panchayat's residents, who have
been pressuring the government to close down the PepsiCo unit in the village.
2006-- Indra Krishnamurthy Nooyi has been the chairman and chief executive officer of
PepsiCo since 2006. During her time, healthier snacks have been marketed and the company is
striving for a net-zero impact on the environment. This focus on healthier foods and lifestyles is
part of Nooyi's "Performance with Purpose" philosophy.
2007-- PepsiCo redesigned their cans for the fourteenth time, and for the first time, included
more than thirty different backgrounds on each can, introducing a new background every three
weeks.
2008-- In October 2008, Pepsi announced that it would be redesigning its logo and re-branding
many of its products by early 2009.
27

28. 2009--New Slogans are used in this year: "Yeh hai youngistaan meri jaan" (Hindi - meaning
"This is our young country my baby").
2010-- "Youngistan ka wow".
2011– "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket World Cup)
28

29. 29

30. Organization Structure & Distribution Channel.
Chart showing organizational structure & Distribution Channel of PepsiCo India
30

31. 31

32. Our Mission
.
"To be the world's premier consumer Products Company focused on convenience food
and beverages. We seek to produce healthy financial rewards to investors as we provide
opportunities for growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for honesty, fairness and
integrity."
Our Vision
.
"To build India‘s leading total beverage company, delighting consumers by best meeting
their everyday beverage needs, and stakeholders, by delivering performance with purpose,
through our talented people."
PepsiCo Sustainability 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"
32

33. 33

34. Beverages Industry in India
Indian Beverages industry's size is Rs. 8 thousand crores and it is dominated by two
players viz Pepsi & Coke only. This high profile industry has lot of potential for growth as per
capita consumption in India is 9 bottles per annum (year) as compared to 20 bottles in Sri Lanka,
14 in Pakistan, while 12 bottles a person in Nepal.
The RKJ group is India's leading supplier of retailer brand Carbonated and Non-
Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. Its experience
in the beverage industry dates back to the sixties when it had the first franchise at Mathura.
The family manufactures and markets Carbonated and Non-Carbonated Soft Drinks and
Minerals Water under PEPSI brand. The various flavors and sub- brands are PEPSI, Mirinda
Orange, Mirinda Lemon, Mountain Dew, and 7UP, Slice Orange, Everest Soda and Aquafina. It
has the license to supply beverages in the territories of Western U.P., part of M.P., half of the
Haryana, whole of Rajasthan, Goa 3 districts of Maharashtra, and 13 districts of Karnataka and
whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for
producing and marketing 44% of PEPSI requirement in India.
The major ingredient in a soft drink is water. It constitutes close to 90% of the soft drink
content. Added to this, the drink also contains sweeteners, Carbon dioxide, Citric Acid/Malic
acid, Colors, Preservatives, Anti Oxidants and other emulsifying agents, etc.
The major players in the soft drinks market in India are PepsiCo and Coca-Cola Co, like
elsewhere in the world. Coca-Cola acquired a number of local brands like Limca, Gold Spot and
Thums Up when it entered Indian market for the second time. PepsiCo‘s soft drink portfolio also
34

35. consists of Miranda and 7Up along with Pepsi. The market share of each of the company is more
or less the same, though there is a conflict in the estimates quoted by different sources.
Pepsi Bottling Plant in India .
1. Goa, Salcete
2. Karnataka, Dharwad
3. Rajasthan, Bhiwadi
4. Rajasthan, Jodhpur
5. Rajasthan, Jaipur
6. Rajasthan, Alwar
7. Uttar Pradesh, Greater Noida
8. Uttar Pradesh, Kosi
9. Kathmandu, Nepal
35

36. 36

37. Introduction of Coca-Cola
Coca-Cola
Type Soft drink (Cola)
Manufacturer The Coca-Cola Company
Country of
United States
origin
Introduced 1886
Color Caramel E-150d
Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola
Flavor
Orange and Cola Raspberry.
Pepsi, Irn Bru, RC Cola, Cola Turka, Zam Zam Cola, Mecca-Cola, Virgin
Related
Cola, Parsi Cola, Qibla Cola, Evoca Cola, Corsica Cola,
products
Breizh Cola, Afri Cola
37

38. History of Coca-Cola
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from
Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass
kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank
Robinson.
Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first
scripted‖Coca Cola" into the flowing letters which has become the famous logo of today. The
soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on
May 8, 1886.
Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as
the caffeine-rich kola nut. By the late 1890s, Coca-Cola was one of America's most popular
fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-
Cola Company increased syrup sales by over 4000% between 1890 and 1900.
Advertising was an important factor in Pemberton and Candler's success and by the turn
of the century, the drink was sold across the United States and Canada. Around the same time,
the company began selling syrup to independent bottling companies licensed to sell the drink.
Even today, the US soft drink industry is organized on this principle. Until the 1960s, both small
town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream
saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for
people of all ages.
Often combined with lunch counters, the soda fountain declined in popularity as
commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore. On April
38

39. 23, 1985, the trade secret "New Coke" formula was released. Today, products of the Coca Cola
Company are consumed at the rate of more than one billion drinks per day.
The Coca-Cola Company started out as an insignificant one man business and over the
last one hundred and ten years it has grown into one of the largest companies in the world. The
first operator of the company was Dr. John Pemberton and the current operator is Roberto
Goizueta. Without societies help, Coca-Cola could not have become over a 50 billion dollar
business. Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted
the formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a
combination of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the
fabulous beverage (Things go better with Coke).
Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five cent non-
carbonated beverage. Later on, the carbonated water was added to the syrup to make the
beverage that we know today as Coca-Cola. Coca-Cola was originally used as a nerve and brain
tonic and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton's close
friends; he also penned the famous Coca-Cola logo in unique script.
39

40. Coca-Cola in India
After a 16 years absence, Coca-Cola returned to India in 1993. The Company's presence
in India was cemented in November that year in a deal that gave drink Coca-Cola ownership of
the nation's top soft-brands and bottling network. Coca-Cola India has made significant
investments to build and continually improve its business in India, including new production
facilities, wastewater treatment plants, and distribution systems and marketing equipment.
During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India.
Coca-Cola Products in India .
Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the
Company's International family of brands including Coca-Cola, Diet Coke, Sprite and Fanta,
plus the Schweppes products range.
40

41. 41

42. 42

43. "COLA FLAVOURS"
Cola is a most popular flavor in any group of age. This is the most saleable flavor in the
world. Both PEPSICO & COCA COLA has its own cola flavor. PEPSICO has a cola flavor
named PEPSI and cola flavor of COCA COLA are THUMPS UP & COKE. PEPSI COLA is a
cash cow brand for the company in terms of sales revenue. PEPSI has two competitive brands in
the cola flavor.
PepsiCo:
Coca-Cola:
43

44. “LIME & LEMON FLAVORS”
This segment of flavor is very likely in the children and aged person. PepsiCo has three
brands in this segment with comparison to the brands of Coca-cola. The Pepsi‘s brands are
Mountain Dew, 7UP and Nimbooz whether the Coca-cola has its Sprit & Limca in this
segment
Mountain Dew is sweet lemon soft drink in India and in a few countries. It is mostly
demands by the children.
7UP & Nimbooz lemon-lime soft drink. Sales of 7UP is third largest carbonated soft drink brand
in U.S. most consumers prefer 7UP as their favourite brand than any other non-cola.
PepsiCo:
44

45. Coca-Cola:
45

46. “ORANGE FLAVORS”
This is another type of flavor in the soft drink industry. The taste is like orange. In this
segment PEPSI has a brand named MIRINDA whether COCACOLA has its FANTA in orange.
This flavor is mostly preferred by children and women
PepsiCo:
Mirinda - Orange Dikha to Mooh Bola Mirinda
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.
Coca-Cola:
46

47. “MANGO FLAVORS”
In this category’s of flavor is like a Mango. This flavor is now becoming more
popular in India. In Mango flavor PEPSI has a well known name SLICE whether
COCACOLA has a MAZAA in this segment.
PepsiCo:
Coca-Cola:
47

48. Background of the Study
Market study is an essential process to develop the companies‘ database by collection of
data, analyses of data, reporting of the data according to the specific situation for any marketing
activity that the company is facing due to the increase in the competition & the development of
various marketing competitors.
Modern marketing calls not only for developing a good product, but pricing it attractively
& making it accessible to target customers. Organizations also need to communicate with their
present & potential customers about their present offerings. Needs to develops an effective &
efficient strategy with the aim of creating awareness, developing knowledge and liking
preference convictions among the organizations‘ target audience with a view to convert them
into prospective buyer.
This project report is concern with the comparative analysis of the sales of PEPSI and
COCA COLA in Kanpur.
This project report endeavors to study of "COMPARATIVE ANALYSIS OF PEPSI
AND COKE".
48

49. 49

50. Objective of the Study
Basicall y the obj ecti ve of the stud y was gaining the practical knowl edge on
the researcher‘s part . It was also to the gain the practi cal exposure b y appl ying
management theori es in the fi eld of marketing & also t he partial fulfillm ent of
the MASTERS OF BUS INESS ADMINS TRATION (MBA) Programm e.
On the compani es part the objective was " CO MPRATIVE ANALYSIS O F
PE PSI AND CO KE ‖ whi ch includes -
To det ermine the sales of PEP S I brands out of t otal soft drink sal es at
Kanpur region.
To ensure optimum use of existing sales efforts.
Find out those point s where the compan y should improve itself.
To forecast future requirem ents for marketing.
To link the comparat ive anal ysis with o rganizational planning.
To provide a basis for the Sal es Improvement Programm e.
It is widel y accept ed that theor y broadens ones thinking & helps in i dea
generati on. But practical approach tends to test the feasibilit y of these ideas &
how far theoreti cal knowledge can be applied in a situation successfull y.
50

51. The market research was conducted in compliance of the given
guidelines delivered to us expressl y t o achieve t he given objectives, whi ch
were as under:
1. Profitabilit y
2. Im provement
3. Sales
4. To satisf y the customers
51

52. 52

53. Research Methodology
Research is a systematized effort to gain new knowledge. Methodology is the
most important part for such studies. The method of study adopted by me is to increase the
knowledge & to gather more information regarding this project.
The major emphasis in such studies is on the discovery of the ideas & fruitful relevant
information. As such the research design appropriate for such studies must be flexible enough to
provide opportunity for considering different aspects of a problem under study.
METHODS OF DATA COLLECTION:
A) PRIMARY DATA:
“Primary data are those data that have been observed and recoded
by the researchers for the first time to their knowledge”.
Survey method -- This method was adopted because it helped in securing detailed
information from a sample of respondents. The information received from the respondents is
recorded on a form called the questionnaire. This is only method to measure attitude &
motivation directly. Open framed discussion with managers.
B) SECONDARY DATA:
“Secondary data are statistics not gathered for the immediate
study at hand but for some other purposes”.
53

54. I have also used the secondary data, which included the written document of the organization &
other places.
 HEAD OFFICE (Warehouse) (PepsiCo India Holding Pvt. Ltd. In Kanpur)
 INTERNET
 PAPERS & RECORDS
 MAGAZINES
Research Objectives & Related Sub Objectives
1 To examine the retail distribution of Pepsi in comparison of its competitors.
2 To know the expectation of the retailers.
3 To evaluate the market position of Pepsi.
4 To know the other alternatives and its competitor‘s brands position in market.
5 To know the brand image of Pepsi among retailers and customer or consumers.
6 To help in development & introduction of new product.
7 To identify the organization features of Pepsi food limited.
8 To study the effect of irregular supply on the sale of product.
54

55. Information Requirements – In Detail & Source of Information
For the study of the market position and potential of Pepsi in city of Kanpur (UP), both primary
as well as secondary data was required. Primary data was collected from Retailers.
Information required was: -
1 Name of Shop
2 Address of Shop
3 Type of Shop
4 Filled Stock of Pepsi as well as its competitor in shop
5 Unfilled Stock of Pepsi as well as its competitor in shop
6 Stock of Pet bottles of Pepsi and its competitor coke
7 Sale of Pepsi from the outlet
8 Whether any Cooling equipment used or not
9 Hoarding used or not
10 Any display material used or not.
So I collected the primary data by conducting the surveys in the city of Kanpur (UP) through the
EDS FORMAT, Visi Location, Visi Purity, Visi Charging > 70% and the secondary data was
downloaded partially from the Internet and partially the course books.
55

56. Research Design Used
There are two types of research design that is basically used in research. These are: -
1 Conclusive Research
2 Exploratory Research
I was required to collect the information about how much stock a particular and new
retailer is keeping at the time of survey, type of cooling equipment used, display material used,
etc. so the Exploratory Research was the type of research design that was required and being
used by me to do the project. But some cases Conclusive Research also used.
For my research I had to collect the information and data directly from each and every
type of retailer who is selling cold drinks. So the data I collected was the primary data. Hence the
research instrument I used was the primary data collection.
Therefore the research instrument used in my project was the EDS FORMAT & VISI
FORMAT. The EDS FORMAT contains both open ended and closed ended questions. Retailers
were asked both the closed ended and open-ended questions and their opinions form the basis of
my findings and suggestions.
56

57. Sampling Technique Used & Sample Size
Why?
1 Stage 1:
PepsiCo India Holdings Pvt. Ltd has been divided Kanpur city in to Different
areas. Out of those areas the Asst. Sales manager gave me 6 areas to do my work. In these
different areas I have to cover shops in which the products of pepsico were selling by shop
keepers.
2 Stage 2:
In the different areas given to me by asst. sales manager I have to get information
about the reason which motivates shop keepers to sell the product of pepsico. The method used
by me to choose shops from different areas was judgmental.
I went in those shops in which I saw a poster or hording of pepsi. I also went in those
shops in which shopkeepers were selling product of pepsico.
57

58. Field Work – Method Used For Data
Collection
PepsiCo India Holdings Pvt. Ltd had provided me EDS FORMAT & VISI FORMAT.
I surveyed the market distributor's area wise and covered each and every shop by
judgmental of shops.
In some cases I have to ask for information to roadside seller of Pepsi & Coke.
For collecting the information I have to go to different part of the city.
For getting information about the reason behind the selling pepsi & Coke or its products,
I have to talk with shopkeepers.
58

59. 59

60. Limitations of the Study
Responsible managers & personals in the marketing department of PepsiCo India
Holdings Pvt. Ltd. Provide necessary assistance to me in ―Comparative Analysis of Pepsi &
Coke‖. They discussed different aspects & functions of marketing as practical PepsiCo India
Ltd. Almost all the necessary information was provided to me in the support of this project
report.
However there are some problems, which cannot escape from. The limitations faced, felt
or expressed by me are as follows –
The time duration of two months was not enough to survey the whole market
The respondents were not very comfortable while giving information about their stock.
Non-cooperative approach and the rude behaviors of the respondents.
It cannot be used for a means of collecting information in areas where the literacy levels
are low as the respondents may not be able to understand the purpose or the language of
the EDS FORMAT & VISI FORMAT.
There are chances of biasness in some answers as most of people while in the market
places are in a hurry and asking question in such ambience is not very fruitful or good
idea.
During the survey, the ambience of Kanpur was not well due to extremely hot climate.
This report is based on the data & information which was given by the retailers and it has
been assumed that they had given correct information.
I tried to overcome on these limitations.
60

61. 61

62. Area Covered .
Mall Road (Direct Route):-
Mall Road are belongs to direct route. This areas given to me by asst. sales manager I have to get
information about the reason.
Shubham Agency (Indirect Route):-
Canal Road, Ghantaghar, Hulaganj, Marey Co. Bridge, Mall Road, Sutarkhana.
Area CCX PCI Grand Total
Canal Road 7 19 26
Ghantaghar 5 6 11
Hulaganj 10 22 32
Mall Road 2 11 13
Mare Co. Brige 4 4 8
Sutarkhana 4 14 18
Figure 1
62

63. Channel Type
.
In the channel type we find which type of shop is there like grocery shop, eating and
drinking shop, convenience, leisure.
Channel PCI CCX Grand Total
Convenience 27 5 32
Eating & Drinking 18 6 24
Grocery 35 15 50
Travel & Transports 1 1 2
Figure 2
63

64. Each Dealer Survey
NAME OF DISTRIBUORS: - SUBHAM AGENCY
AREA: - Canal Road, Ghantaghar, Hulaganj, Mall Road, Marey Co. Bridge, Sutarkhana
Estim Status Cooling Equipment
ated (PCI / PCI
Name of
S.No. Address Area Channel Share CCX /
Outlet Asset Size
PCI ( Mixed
%) ) No. (Lit.) CCX OWN
Bablu Ghasiari mandi
1 Canal Road Convenience 78 Mix PCI
Pan Shop Chauraha
Mishra Batch No.21 Shop
2 Canal Road Convenience 100 PCI Yes
Pan Shop No. 2 Canall Road
Shop No. 96
3 Hari PCO Canal Road Convenience 100 PCI 35647 165
Express Road
Harish
4 16/4 Canal Road Canal Road Convenience 20 Mix Yes
Telecom
Neta Pan
5 16/5 Canal Road Canal Road Convenience 29 Mix 48197 Yes
Shop
Anoop
6 16/21 Canal Road Canal Road Convenience 100 PCI Yes
Jaiswal
Rohit Tea
7 60/37 Canal Road Canal Road Convenience 100 PCI 51545 565
Stall
Shiv
Laxmi Coffey Eating &
8 Shanker Canal Road 100 PCI 25114 100
House Drinking
Gupta
Baba Tea Eating &
9 Express Road Canal Road 100 PCI 51549 380
Stall Drinking
Krishna
Eating &
10 Misthan 20 Express Road Canal Road 50 Mix 41627 340 Yes Yes
Drinking
Bhandar
Dwivedi 89 Canal Road Nr. Eating &
11 Canal Road 100 PCI 51104 400
Tea Stall Marwadi School Drinking
Sonal
Block No. 209 Eating &
12 Monal Canal Road 100 PCI 48182 570
Express Road Drinking
Tea Stall
Akshut Eating &
13 13 Express Road Canal Road 44 Mix 37178 340 Yes
Tea Stall Drinking
Bablu Eating &
14 Ghasiyari Mandi Canal Road 100 PCI 51550 570
Egg Drinking
Satish
Block NO. 29 Shop Eating &
15 Cold Canal Road 100 PCI 43733 280
no.1 Canal Road Drinking
Drink
Dauji Eating &
16 Canal Road Canal Road 67 Mix Yes
Mishthan Drinking
Maya
Eating &
17 Cold 25/17 Canal Road Canal Road 100 PCI 25299 200
Drinking
Drink
Bajpai
Batch No.21 Shop
18 General Canal Road Grocery 100 PCI 47355 480
No. 2 Canall Road
Store
Amreesh
Block No. 15 Shop
19 General Canal Road Grocery 100 PCI PCI
No.5 Canal Road
Store
Shri
20 97 Express Road Canal Road Grocery 50 Mix Yes
Mahalax
64

65. mi Store
Gupta
Block No. 1 Shop
21 General Canal Road Grocery 100 PCI 42264 380
No. 1 Canal Road
Store
Shanu
22 General 3/3 Canal Road Canal Road Grocery 0 CCX Yes
Store
Ajay
Block No.1 Shop
23 General Canal Road Grocery 100 PCI 42264 340
No2 Canal Road
Store
Soni
24 General 30/12 Canal Road Canal Road Grocery 100 PCI 40556 340
Store
Ambrish
25 General 60/31 Canal Road Canal Road Grocery 100 PCI 12562
Store
Jaiswal
Express Road
26 General Canal Road Grocery 0 CCX Yes
Ghasiyari Mandi
Store
Shukla
27 73/27 Ghantaghar Ghantaghar Convenience 67 Mix Yes Yes
Pan Shop
Badkau
28 Ghantaghar Ghantaghar Convenience 67 Mix 32627 340 Yes
Pan Shop
Govind
29 72/4 Ghantaghar Ghantaghar Convenience 100 PCI 09591
Pan Shop
Mishra 72/2 Kailash
30 Ghantaghar Convenience 60 Mix 48223 570 Yes
PCO Building
Arjun 71/1 Teliyana Eating &
31 Ghantaghar 100 PCI 41529 280
Sweet Canal Road Drinking
Santosh
32 General 71/44 Teliyana Ghantaghar Grocery 100 PCI 19859
Store
Shivam
33 General 68/6 Teliyana Ghantaghar Grocery 100 PCI Yes
Store
Raju
72/2 Kailash
34 General Ghantaghar Grocery 0 CCX Yes
Building
Store
Surendra
6/46 Teliyana
35 General Ghantaghar Grocery 100 PCI 42200 340
Chauraha
Store
Priya 71/187 Teliyana
36 Ghantaghar Leisure 57 Mix 37183 340 Yes
Hotel Canal Road
Marwah 72/2 Kailash
37 Ghantaghar Leisure 0 CCX Yes
Hotel Building
Neha 62/215 Harbansh
38 Hulaganj Convenience 100 PCI Yes
PCO Mohal
Deepak
39 (Guddu) 67/115 Bhusatoli Hulaganj Convenience 100 PCI 25115 100
Pan Sh.
Sunil Pan 64/233 Gadariya
40 Hulaganj Convenience 100 PCI
Shop Mohal
Kuldeep
41 Lucknow Crossing Hulaganj Convenience 100 PCI
Pan Shop
Rajesh
42 61/18 Hulaganj Hulaganj Convenience 50 Mix Yes
Pan Shop
Sunny
64/216 Gadariya Eating &
43 Cold Hulaganj 38 Mix PCI
Mohal Drinking
Drink
Ramesh
63/61 Harbansh
44 Kirana Hulaganj Grocery 100 PCI 51105 480
Mohal
Store
Sri
62/197 Harbansh
45 Shyam Hulaganj Grocery 100 PCI 48070 340
Mohal
General
65

66. Store
Shivam
67/125 Hulaganj
46 General Hulaganj Grocery 42 Mix Yes
kanpur
Store
Utsav
14/16 KDA Market
47 General Hulaganj Grocery 30 Mix Yes
Hulaganj
Store
Dinesh
Bhusatoli
48 Kirana Hulaganj Grocery 100 PCI
Chauraha
Store
Raju
49 General 61/183 Hulaganj Hulaganj Grocery 79 Mix 47032 340
Store
Agrahari
50 General 61/183 Hulaganj Hulaganj Grocery 100 PCI 16497 200
Store
Sri
Ganesh 61/121 D
51 Hulaganj Grocery 100 PCI 46473 565
Shanker Hulaganj
G St.
Ashu
52 General 66/214 Bhusatoli Hulaganj Grocery 100 PCI 25109 100
Store
Sri Durga
53 General 66/304 Bhusatoli Hulaganj Grocery 50 Mix 50996 480 Yes
Store
Utakarsh
54 General 67/49 Bhusatoli Hulaganj Grocery 50 Mix 48063 310 Yes
Store
SK
55 General 68/6 Bhusatoli Hulaganj Grocery 100 PCI Yes
Store
Mahesh
56 General 69/107 Bhusatoli Hulaganj Grocery 71 Mix Yes
Store
Geeta
57 General 67/71 Bhusatoli Hulaganj Grocery 100 PCI 19957
Store
Vidhya
Sahu 64/218 Gadariya
58 Hulaganj Grocery 50 Mix 42231 340 Yes
General Mohal
St.
Ravi
64/240 Gadariya
59 General Hulaganj Grocery 100 PCI 41555 270 Yes
Mohal
Store
Binda
64/18 Gadariya
60 General Hulaganj Grocery 100 PCI 16433 100
Mohal
Store
Rakesh
61/153 Sitaram
61 General Hulaganj Grocery 100 PCI
Mohal Hula ganj
Store
Ashok
61/107 Hulaganj
62 General Hulaganj Grocery 100 PCI 18947 120
Sitaram Mohal
Store
Santosh
61/13 Sitaram
63 General Hulaganj Grocery 100 PCI Yes
Mohal Hulaganj
Store
Khemu
61/212 Sitaram
64 General Hulaganj Grocery 100 PCI Yes
Mohal Canal Road
Store
Shyam Ji
61/35 Harbansh
65 General Hulaganj Grocery 100 PCI Yes
Mohal Chauraha
Store
Saurabh 64/62 Gadariya
66 Hulaganj Grocery 50 Mix Yes
General mohal
66

67. Store
Sunil
64/75A Gadariya
67 Provision Hulaganj Grocery 0 CCX Yes Yes
Mohal
Store
Pappu 61/13 Sitaram
68 Hulaganj Grocery 0 CCX Yes Yes
Vedio Mohal Hulaganj
Sadhna
69 General 66/25 A Bhusatoli Hulaganj Grocery 73 Mix 19955 Yes
Store
Rahul
70 63/5 Mall Road Mall Road Convenience 100 PCI 38510
Pco
Mahesh
71 63/2 Mall Road Mall Road Convenience 100 PCI 25248 200
Pan Shop
Virendra
72 63/2 Mall Road Mall Road Convenience 100 PCI 34484
Pan Shop
K K Pan
73 63/2 Mall Road Mall Road Convenience 100 PCI 09564 100
Shop
Rajkumar
74 Mall Road Mall Road Convenience 100 PCI 35123 280
Pan Shop
Ram Ji 25/31 Karanchi
75 Mall Road Convenience 100 PCI Yes
Pan Shop Khana
Anand
Eating &
76 Restaure 63/2 Mall Road Mall Road 100 PCI 12823 200
Drinking
nt
Ankit
Eating &
77 Bhojnala 63/2 Mall Road Mall Road 100 PCI 44363
Drinking
y
Vipin
63/2 Ghasiari Eating &
78 Kumar Mall Road 100 PCI 51112
Mandi Drinking
Tea Stall
Jaanvi
Eating &
79 Cold 426A Mall Road Mall Road 50 Mix 35002 Yes
Drinking
Drink
Sandeep
Eating &
80 Cold 95 Mall Road Mall Road 100 PCI 35958
Drinking
Drink
Paras Eating &
81 127 Mall Road Mall Road 58 Mix 47712 Yes
Milk Bar Drinking
Om
82 General 63/5 Mall Road Mall Road Grocery 50 Mix Yes Yes
Store
Mahesh Marey Company Marey Co.
83 Convenience 63 Mix 35158 280
Pan Shop Pull Bridge
Bhola Marey Co.
84 63/5 King Market Convenience 0 CCX 32718 200 Yes
Pan Shop Bridge
Basantu Marey Co.
85 Nr. Sunder Cinema Convenience 100 PCI Yes 100
Pan Shop Bridge
Shop No. 14
Ravi
Circular Road Marey Co.
86 Confectio Convenience 50 Mix 34458 340 Yes
Marey Company Bridge
nary
Pull
Shop No. 72
Warsi Circular Road Marey Co.
87 Convenience 100 PCI 51103 400
Telecom Marey Company Bridge
Pull
Aqib Shop No. 77
Javed Circular Road Marey Co.
88 Convenience 100 PCI 19000
Confectio Marey Company Bridge
nar Pull
Ajay Tea Shop No. 13 Marey Marey Co. Eating &
89 42 Mix 38347 340
Stall Company Pull Bridge Drinking
Tiwari
40 Marey Marey Co. Eating &
90 Cold 50 Mix
Company Pull Bridge Drinking
Drink
67

68. Mullu
91 66/181 Motimohal Sutarkhana Convenience 100 PCI 12988 100
Pan Shop
Sharma
92 Electrical 65/1 Motimohal Sutarkhana Convenience 100 PCI Yes
s
Sanjay
93 65/229 Motimohal Sutarkhana Convenience 100 PCI Yes
Pan Shop
Shri Pan
94 70/71 Sutarkhana Sutarkhana Convenience 60 Mix Yes
Shop
Ajmeri
70/47 Mathuri Eating &
95 Cold Sutarkhana 67 Mix Yes
Mohal Drinking
Drink
Daya
Shanker 70/48 Mathuri Eating &
96 Sutarkhana 75 Mix 44179 280 Yes
Cold Mohal Drinking
Drink
Narayan Sutarkhana Canal Eating &
97 Sutarkhana 63 Mix 38817 280
Sweet Road Drinking
Baburam 72/3 GhantaGhar Eating &
98 Sutarkhana 100 PCI 35006 220
Tea Stall Sutarkhana Road Drinking
Shri Ram
99 General 65/49 Motimohal Sutarkhana Grocery 67 Mix 41741 220 Yes
Store
Prem
100 Kirana 65/47 Motimohal Sutarkhana Grocery 67 Mix 48181 560
Store
Rahul
66/148 Kachiyana
101 General Sutarkhana Grocery 100 PCI Yes
Mohal
Store
Prateek
66/172 Kachiyana
102 General Sutarkhana Grocery 100 PCI Yes
Mohal Motimohal
Store
RK
103 General 69/134 Danakhori Sutarkhana Grocery 71 Mix PCI
Store
Pooja
104 General Sutarkhana Sutarkhana Grocery 50 Mix
Store
Kaushik
105 General 70/42 Sutarkhana Sutarkhana Grocery 100 PCI Yes
Store
Munna
106 General 70/50 Sutarkhana Sutarkhana Grocery 50 Mix Yes
Store
Ajendra
107 General 71/155 Sutarkhana Sutarkhana Grocery 100 PCI Yes
Store
Ramu
72/2 Sutarkhana
108 General Sutarkhana Grocery 100 PCI 49529 540
Kailash Building
Store
Market Share of Cold Stocks
PEPSI 58%
EDS REPORT COKE 6% Figure 3
MIXED 35%
PEPSI 71%
EDS REPORT Figure 4
COKE 29%
68

69. Figure 3
Figure 4
Interpretation: - As these pie charts show the market share of pepsi is more than coke. The
reasons may be many like better promotional schemes, good advertisement through different
media, better services, etc.
69

70. 70

71. Distribution of Visi (Freeze) .
1. Visi of Pepsi 55%
2. Visi of Coke 27%
3. Own Freeze 19%
71

72. VISI ANALYSIS REPORT
Create
Visi 1st Visi Charging Rack Stacking FMO- FMO-
S.No. Oulet Name Address
Position Purity > 70 % Charging Minimum 1 2
5 Case
Mahesh Pan Marey Company
CCX Y Y PCI Y
1 Shop Pull
Shop No. 13
Marey Company CCX Y Y PCI Y
2 Ajay Tea Stall Pull
Shop No. 14
Circular Road
CCX Y Y N/A Y
Ravi Marey Company
3 Confectionary Pull
Shop No. 72
Circular Road
PCI Y Y PCI Y
Marey Company
4 Warsi Telecom Pull
64/216 Gadariya
PCI Y Y N/A N
5 Sunny Cold Drink Mohal
89 Canal Road
Nr. Marwadi PCI Y Y PCI Y
6 Dwivedi Tea Stall School
Om General
CCX Y N N/A N
7 Store 63/5 Mall Road
8 Rahul Pco 63/5 Mall Road PCI Y Y PCI Y
9 Bhola Pan Shop 63/5 King Market CCX Y N N/A N
Basantu Pan Nr. Sunder
PCI Y Y PCI Y
10 Shop Cinema
Mahesh Pan
PCI Y Y PCI Y
11 Shop 63/2 Mall Road
Virendra Pan
PCI Y Y PCI Y
12 Shop 63/2 Mall Road
13 K K Pan Shop 63/2 Mall Road PCI Y Y PCI Y
Anand
PCI Y Y N/A Y
14 Restaurent 63/2 Mall Road
15 Ankit Bhojnalay 63/2 Mall Road PCI Y Y N/A Y
Vipin Kumar Tea 63/2 Ghasiari PCI Y Y PCI Y
16 Stall Mandi
17 Jaanvi Cold Drink 426-A Mall Road CCX Y N PCI Y
Sandeep Cold
PCI Y Y PCI Y
18 Drink 95 Mall Road
19 Paras Milk Bar 127 Mall Road PCI Y Y N/A Y
Rajkumar Pan
PCI Y Y N/A Y
20 Shop Mall Road
Ghasiari mandi PCI Y Y N/A Y
21 Bablu Pan Shop Chauraha
Shiv Shanker Laxmi Coffey
PCI Y N N/A Y
22 Gupta House
72

73. Batch No.21
Bajpai General Shop No. 2 PCI Y Y N/A Y
23 Store Canall Road
Shop No. 96
PCI Y Y N/A Y
24 Hari PCO Express Road
25 Baba Tea Stall Express Road PCI Y Y N/A Y
Krishna Misthan CCX Y Y N/A Y
26 Bhandar 20 Express Road
27 Akshut Tea Stall 13 Express Road PCI Y Y N/A Y
28 Neta Pan Shop 16/5 Canal Road PCI Y N N/A N
Block No. 15
Amreesh Shop No.5 Canal PCI Y Y N/A Y
29 General Store Road
Sonal Monal Tea Block No. 209 PCI Y Y PCI Y
30 Stall Express Road
Gupta General Block No. 1 Shop PCI Y Y N/A Y
31 Store No. 1 Canal Road
Ashok General 61/107 Hulaganj PCI Y Y N/A Y
32 Store Sitaram Mohal
Ashu General
PCI Y Y N/A N
33 Store 66/214 Bhusatoli
34 Bablu Egg Ghasiyari Mandi PCI Y Y N/A Y
71/1 Teliyana
PCI Y Y N/A Y
35 Arjun Sweet Canal Road
Soni General 30/12 Canal
PCI Y Y N/A Y
36 Store Road
60/37 Canal
PCI Y Y N/A Y
37 Rohit Tea Stall Road
Ambrish General 60/31 Canal PCI Y Y N/A Y
38 Store Road
Block NO. 29
Shop no.-1 Canal PCI Y Y N/A Y
39 Satish Cold Drink Road
40 Govind Pan Shop 72/4 Ghantaghar CCX Y Y N/A Y
Shop No. 77
Circular Road
PCI Y N N/A N
Aqib Javed Marey Company
41 Confectionar Pull
Ramesh Kirana 63/61 Harbansh PCI Y Y N/A Y
42 Store Mohal
Sri Shyam 62/197 Harbansh PCI Y Y N/A Y
43 General Store Mohal
Raju General
PCI Y Y PCI Y
44 Store 61/183 Hulaganj
Agrahari General PCI Y Y N/A Y
45 Store 61/183 Hulaganj
Sri Ganesh 61/121 D PCI Y Y N/A Y
46 Shanker G St. Hulaganj
66/181
PCI Y Y N/A Y
47 Mullu Pan Shop Motimohal
Utakarsh CCX Y Y N/A Y
48 General Store 67/49 Bhusatoli
73

74. Sri Durga PCI Y Y N/A Y
49 General Store 66/304 Bhusatoli
Geeta General PCI Y Y N/A Y
50 Store 67/71 Bhusatoli
Ajay General Block No.-1 Shop PCI Y Y N/A Y
51 Store No-2 Canal Road
Santosh General PCI Y Y N/A Y
52 Store 71/44 Teliyana
Deepak (Guddu) PCI Y Y N/A Y
53 Pan Sh. 67/115 Bhusatoli
71/187 Teliyana PCI Y Y N/A N
54 Priya Hotel Canal Road
72/2 Kailash
PCI Y Y N/A Y
55 Mishra PCO Building
Raju General 72/2 Kailash
CCX Y N CCX N
56 Store Building
Badkau Pan
CCX Y Y N/A Y
57 Shop Ghantaghar
Shri Ram 65/49 PCI Y Y N/A N
58 General Store Motimohal
Prem Kirana 65/47
PCI Y Y N/A Y
59 Store Motimohal
Vidhya Sahu 64/218 Gadariya PCI Y Y N/A N
60 General St. Mohal
Ravi General 64/240 Gadariya
CCX Y Y N/A Y
61 Store Mohal
Binda General 64/18 Gadariya
PCI Y Y N/A Y
62 Store Mohal
R K General 69/134
PCI Y Y N/A Y
63 Store Danakhori
Daya Shanker 70/48 Mathuri PCI Y Y PCI Y
64 Cold Drink Mohal
Ramu General 72/2 Sutarkhana PCI Y Y N/A Y
65 Store Kailash Building
Baburam Tea 72/3 GhantaGhar PCI Y Y N/A N
66 Stall Sutarkhana Road
73/27
CCX Y Y N/A Y
67 Shukla Pan Shop Ghantaghar
Surendra 6/46 Teliyana PCI Y Y N/A Y
68 General Store Chauraha
Sadhna General 66/25 -A CCX Y Y N/A Y
69 Store Bhusatoli
25/17 Canal
PCI Y Y N/A Y
70 Maya Cold Drink Road
Sutarkhana Canal
PCI Y Y N/A Y
71 Narayan Sweet Road
Jaiswal General Express Road CCX N N CCX N
72 Store Ghasiyari Mandi
72/2 Kailash
CCX N N CCX N
73 Marwah Hotel Building
74

75. Sunil Provision 64/75-A CCX N N CCX N
74 Store Gadariya Mohal
61/13 Sitaram CCX N N CCX N
75 Pappu Vedio Mohal Hulaganj
Utsav General 14/16 KDA CCX N N N/A N
76 Store Market Hulaganj
77 Harish Telecom 16/4 Canal Road CCX N N N/A N
16/21 Canal
CCX N N N/A N
78 Anoop Jaiswal Road
Shri Mahalaxmi CCX N N N/A N
79 Store 97 Express Road
80 Dauji Mishthan Canal Road CCX N N N/A N
66/172
Prateek General Kachiyana Mohal CCX N N N/A N
81 Store Motimohal
82 Rajesh Pan Shop 61/18 Hulaganj CCX N N N/A N
Munna General 70/50 CCX N N N/A N
83 Store Sutarkhana
70/71
CCX N N N/A N
84 Shri Pan Shop Sutarkhana
VISI LOCATION
Ist Location of Pepsi Visi: 68 %
Ist Location of Coke Visi: 32 %
75

76. 76

77. VISI PURITY
Pepsi Visi-Purity: 85.00%
Coke Visi-Purity: 15.00%
77

78. VISI CHARGING >70%
Pepsi : 76 %
Coke : 24 %
78

79. RACK CHARGING
Pepsi: 18%
Coke: 6%
Not Allotted 76%
79

80. 80

81. SWOT ANALYSIS OF PEPSICO
An analysis that includes environmental analysis, competitive analysis and analysis of
corporate strengths, weakness, threats and opportunities.
S.NO. STRENGTHS WEAKNESSES
Demands of specific products are not
1 Big Brand Name in India.
fulfilled.
Communication Gap between Distributor and
2 Company has goodwill among the public.
Retailer.
Top management decides strategic planning
and its implementation regarding the
3
availability, affordability of its brands.
Good Schemes. Leakage Problem.
4
Increasing Market Share.
Distributor does not work properly in season.
5
60 % market covered in India.
Strong Distribution channel. Stock shortage problem in season.
6
Good Advertisement. Shortage of fridge or VISI in market.
7
Company has automatic plant for production. No maintenance of fridge or VISI.
8
Top management is very effective it take
Sales representatives of company are not
decisions on every aspect of business like
performing according their efficiency so sales
9
social responsibility, sales promotion
effected.
marketing, finance distribution etc.
81

82. S.NO. OPPORTUNITIES THREATS
1 NIMBOOZ is a good option for LIMCA. Competitor (Coca-Cola).
The forthcoming market would be the
2 Expend the market in rural area. market of consumers. So the schemes must
be consumers oriented.
Main competitor of Pepsi is Coke. Now a
day’s coke is Improving planning, strategies
3 Attractive Schemes.
& its implementation. Company should also
change the market strategies.
Now a day’s awareness of consumers
Increase number of VISI and create Pepsi increasing rapidly so consumers are
4
Monopoly market. quantity conscious so company should plan
according customer’s preferences.
Increasing Market Share60 % market covered
5 Change Demand.
in India.
Company should consider on non-user of cold
6
drink
Company can capture more market share
7
when introduces 200ml. For children at
reasonable price
Company must be decided to established
8
more visi in the market so that retailers pay
more attention towards our products.
82

83. SWOT ANALYSIS OF COCA-COLA
S.NO. STRENGTHS WEAKNESSES
1 Big brand name in India and Abroad.
Communication Gap between Distributor and
2 Outstanding Reputations.
Retailer.
3 Broader Product Line. Schemes are a Big Issue.
4 Good Schemes. Purification Problem.
5 Increasing Market Share. Distributor does not work properly in season.
45 % market covered in India and 60 % market
6 Stock shortage problem in season.
in Abroad.
7 Strong Distribution channel.
8 Good Advertisement.
9
Company has automatic plant for production.
S.NO. OPPORTUNITIES THREATS
1 LIMCA is a good option for Pepsi. Competitor (PepsiCo).
2 Expend the Market in All area. Nimbooz
3 Attractive Schemes. Wholesaler.
Increase number of VISI and create Pepsi
4 Consistent in Test.
Monopoly market.
5 Increasing number of Distributors. Change Demand.
83

84. Finding and Interpretation
1 In terms of availability Pepsi is the most captured brands in the market
2 Pepsi's Aquafina is the most captured brand in the market, while on the other hand most
of the retailers are not interested in selling Aquafina because of less margin compare to
other brands.
3 Most of the retailers are happy with the services of the PepsiCo, while some reported
that the distributors are not very cooperative.
4 Most of the retailers having company's cooling equipment are not satisfied with after sale
services. In peak season of May and June most of Pepsi Company's were not working
properly.
5 Most of the retailers reported that they have not received any display material or
hoarding since last one year or so.
6 Leakage and damage bottles are not return in distributor‘s side.
7 In some cases few retailer shown me Insect or fungus in the sealed glass bottle and
reported against the cleanliness of glass bottles of PepsiCo.
8 The most demanded pack of cold drink is of 200ml of glass bottle as it is in easy reach of
common or lower class customer.
9 Schemes are not provided timely.
84

85. 85

86. CONCLUSION OF THE STUDY
As the results shows that market share of Pepsi cold drinks is more than the coca-cola,
but it has some drawback like poor services in some areas, no maintenance of cooling
equipment, cleanliness of glass bottles, recent allegations on the PepsiCo, etc. are the hurdle in
path of growth of PepsiCo in India.
If we talk about its distribution network in Kanpur city, as survey results shows it is
satisfactory but in some areas retailers reported that the distributor is not giving heed to their
problems and uncooperative. And the delivery is not very regular in the peak season in some
areas and retailer are facing stock outs.
Advertisement which is backbone of any business in today's world is very good in
PepsiCo India. Pepsi is running various sales promotional schemes and promotional campaign
for retailers, so that the company can meet the expectations of the retailer as compare to its
competitor.
Among the different pack of cold drinks most selling pack is 200 ml glass bottle as it is in
reach of common man. Most of the retailer have suggested for the better services.
Kanpur city has the very good market for cold drinks and it can be captured by good promotional
schemes and better services. The only competitor of PEPSI is COCA-COLA, & no local brands
can beat PEPSI.
86

87. 87