Sashank Kumar

8/13/2019 Sashank Kumar

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A RESEARCH REPORT

ON

A Comparative study of market

share of COCA-COLA

& PEPSI

SUBMITTED IN FULLFILLMENT OF

MASTER OF BUSINESSADMINISTRATION

2013-2014

Submitted by- Puneet Kumar

MBA- 3rdSEM ROLL NO- 2353

Punjab Technica Uni!e"#i$%

&uj"an'aa &u"u Nana( In#$i$u$e )* Mana+e,en$ an Techn))+%. Luhiana

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STUDENTS/ DELARATION

I, Puneet Kumar declare that the project report title A COMPARATIVESTUDY OF MARKET SHARE OF COCA-COLA & PEPSI

to The Faclt! o" Ma#a$e%e#t& COLLEGE OF ENGINEERING SCIENCE

& TECHNOLOGY, LUCKNOW' i( %! ori$i#al )or* a#d ha( #ot +ee#

(+%itted "or the a)ard o" a#! other de$ree "ello)(hip or other (i%ilar title or

prie&

Puneet Kumar

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ANOLED&EMENT

i((ertatio#, a cor(e %odle o" MBA. pla!( a %ajor role i# (hapi#$ o#e/( career

to at %o(t per"ectio#& 0e#ce, a( a %a#a$e%e#t (tde#t thi( re(earch o# the topic A

o%paratie (td! o" Mar*et Share o" oca - ola 4 ep(i i# Lc*#o) e#a+led

%e to ac6ire the *#o)led$e a+ot i%porta#ce o" (ale(per(o#&

I a% er! tha#*"l to P")*a",ine" au" 7Faclt! o" Ma#a$e%e#t eptt&8 "or

proper $ida#ce 4 e#cora$e%e#t dri#$ %! re(earch& 9ithot hi( help a#d

$ida#ce it )ill +e er! di""iclt "or %e to co%plete %! project i# ti%e&

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:jra#)ala :r Na#a* i#(titte o" Ma#a$e%e#t a#dTech#olo$!,

Ldhia#a&

CERTIFICATE

Thi( i( to certi"! that M(& Punee$ u,a", (tde#t o" 5&uj"an'aa &u"u Nana(in#$i$u$e )* Mana+e,en$ an Techn))+%. Luhiana6, MBA 3rd(e%e(ter ha(co%pleted hi( re(earch project o# the topic A OMPARATI7E STUD8 OFMARET SARE OF OA-OLA 9 PEPSI, to)ard( the partial"l"ill%e#t "or the MBA de$ree&

The )or* ha( +ee# carried ot #der the $ida#ce o" the #der(i$#ed a#d i(

certi"ied to +e athe#tic&

ro"& ari#der Si#$h

7;;;;;;;;;;;;;;;8irector Faclt! :ide


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PREFAE

Thi( project report ha( +ee# prepared to)ard( the partial "l"ill%e#t o" Ma(ter o"

B(i#e(( Ad%i#i(tratio#&

I# (%%er the co#(%ptio# o" (o"t dri#*( i( %ore de to hot )eather i# thi( ti%e chilled

)ater i( #eeded eer!)here a#d eer! +od! irre(pectie o" a$e di""ere#ce& I# the %ar*et

people( #ot o#l! #eed )ater, +t the! )a#t (a%e ta(te too& 0ere co%e( the #eed o" (o"t

dri#*(= it ha( +eco%e a# e((e#tial part o" %ar*et a( people li*e it i# additio# to the

+ottle(, #o) da!/( pac*a$e( o" (o"t dri#*( i&e& Ti# ca#(& et pac*( o" ca#i(ter( a#d

di(pe#(er( are i#trodced to e#ha#ce the i%pact i# (ale(&

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TABLE OF ONTENTS

APTER NAME

1& INTRO>TION OF T0E ST>? @

2& OBETICES OF T0E ST>? 1@

3& OA-OLA OMAN?

A& 0ISTOR? 13

B& CISIONDMISSION 1

& 0AIRMAN,BOAR OF IRETOR 2@

& 0ANNELS OF ISTRIB>TION 2

E& RO>T ROFILE 31

ARTER


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5& OMARATICE ACERTISIN: STRATE:? 5G

G& MARHETIN: STRATERIES OMARISION G5

& RESEAR0 MET0OOLO:?=

i& INTRO>TION OF RESEAR0 MET0OLO:? @

ii& RESEAR0 LAN 2

& ANAL?SIS AN INTERRETATION OF ATA SION

11& S>::ESTION 1

12& LIMITATIONS 3

13& BIBLIO:RA0? 5

1RE


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INTRO>TION OF ST>?


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INTRODUTION OF STUD8

I did %ar*et re(earch o# the topic o" %ar*et (hare o" coca cola

a#d cha##el( o" di(tri+tio#&

Mar*eti#$ la!( a ital role i# toda!K( +(i#e(( (ce#ario, )here

the FM: co#cer# are pla##i#$ to hae a# ed$e oer their

co%petitor(&

Mar*eti#$ i( a ie)poi#t, )hich loo*( at e#tire +(i#e(( proce((

a( a hi$hl! i#te$rate e""ort to di(coer, create a#d (ati("!

co#(%er #eed(&

The Re(earch )or* co#(i(ted o" "i#di#$ #e) cha##el( "or the

pro%otio# o" o*e a#d pro%oti#$ it( o#$oi#$ +ra#d( i#

Lc*#o)& Sre!( )ere carried ot to "i#d the te(t %ar*et a#d

the (trate$! to +e (ed to e#ter a#d ((tai# that cha##el& The

ario( (re!( i#dicated that Lc*#o) it! )old +e a $ood

te(t %ar*et a#d al(o that the (ta#dard o" lii#$ )a( %ch

dier(i"ied& 0e#ce the (trate$! "or pro%oti#$ it )a( deelopedthro$h (o%e other (re!(&


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OB:ETI7E OF TE RESEAR;

1@


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OB:ETI7E OF TE RESEAR;

The o+jectie( o" %! (td! are a( "ollo)(=

1& To "i#d ot the (hare o" oca-ola a#d ep(i i# %ar*et&

2& To #der(ta#d the retailer/( pro+le%&

3& To *#o) the di(tri+tio# (!(te% o" oca-ola a#d ep(i&


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OA-OLA OMPAN8

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i#$)"% )* )ca-)a

13


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i#$)"% )* )ca-)a

Bi"$h )* a "e*"e#hin+ Iea

oh# Str!th pe%+erto# "ir(t i#trodced the re"re(hi#$ co*e ta(te o" oca cola i# Atla#ta

:eor$ia& It )a! %a! o" 1G )he# the phar%aci(t co#cocted a cara%el colored (!rp i#

a three-le$$ed +ra(( *ettle i# thi( +ac*!ard& The "ir(t di(tri+te' the #e) prodct +!

carr!i#$ oca ola i# a d do)# the (treet to aco+( har%ac! "or "ie perce#t(

co#(%er( cold e#jo! 4 $la(( o" oca ola at the (oda "#ctio# )hether )e de(i$# or

accide#t car+o#ated )ater )a! ter%ed )ith #e) (!rp, prodci#$ a dri#*, that )a(

proclai%ed elicio( a#d re"re(hi#$&

r& pe%+erto#/( part#er a#d +oo**eeper "ra#* M& Ro+i#(o#, S$$e(ted the #a%e a#d

pe##ed oca ola i# #i6e "ollo)i#$ (cript that i( "a%o( )orld)ide toda!& Mr&

Ro+i#(a# tho$ht, The t)o /( )old loo* )ell i# aderti(i#$&

B! 1G, (ale( o" oca ola aera$ed #i#e dri#*( per da!& That "ir(t !ear, r&

e%+erto# (old 25 $allo#( o" (!rp, (hipped i# +ri$ht red )oode# *e$( &red ha( +ee# a

di(ti#ctie color a((ociated )ith the No&1 (o"t dri#* +ra#d eer (i#ce& For the(e e""ort(,

r& al%erto# $ro((ed 5@ a#d (pe#t 3&G o# aderti(i#$&

I# 11, Atla#ta e#trepre#er& A( $& ca#dler had ac6ired co%plete o)#er (hip o" the

oca cola +(i#e(( )ithi# "or hi( %ercha#di(i#$ "lair helped epa#d co#(%ptio# o"

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oca cola to eer! (tate a#d territor!& I# 11, the coca cola )a! (old to a $rop

i#e(tor( "or 25%illio#, Ro+ert 9&9oodrp +eco%e pre(ide#t o" the oca cola

co%pa#! i# 123, a#d hi( %ore tha# (i decade( o" leader(hip too* the +(i#e(( to

#rialed hei$ht o" co%%ercial (cce(( %a*i#$ coca ola i# i#(tittio# the )orld oer&

OA-OLA FIRST BOTTLE

oca ola +e$a# a( a "er#tei# prodct +t ca#d! %ercha#t j(epth A& Biede#tr## o"

Mi((i((ippi )a( loo*i#$ "or a )a! to (ere thi( re(ra(hi#$ +eera$e at pic#ic(& Tie+e$a#

o""eri#$ +ottled oca ola, (i#$ (!rp (hipped "ro% Atla#ta, dri#$ a# e(peciall!,

+(! (%%er i# 1


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T0E BOTTLIN: S?STEM

The da! oca ola reach co#(%er( a#d c(to%er aro#d the )orld thro$h a a(t

di(tri+tio# #et)or* %ade p o" local +ottli#$ co%pa#ie(& The(e +ottler( are located

aro#d the )orld, a#d %o(t are i#depe#de#t +(i#e((& >(i#$ co#ce#trate( a#d +eera$e(

+a(e( prodced +! the oca ola co%pa#!, or +ottli#$ part#er( pac*a$e a#d %ar*et

prodct(, the di(tri+te the% to %ore tha# 4 %illio# c(to%er a#d %ore tha# 2 %illio#

e#di#$ %achi#e( aro#d the )orld&

The oca ola o%pa#! i( co%%itted to a((i(ti#$ it( +ottler( )ith the "#ctio# o" a#

e""icie#t +ottli#$ operatio#& alit! co#tract, %i#i(tered co#(ta#tl! +! the co%pa#! i(

#ece((ar! to prodce hi$h 6alit! (o"t dri#*(&

TRAE MARHS

Or trade%ar*( are or %o(t ala+le a((et(& The trade%ar* oca-ola' )a( re$i(tered

)ith the >&S& pate#t a#d trade%ar* o""ice i# 13, "ollo)ed +! o*e' i# 1&S& co#(%er

%ar*i#$ the "ir(t ete#(io# o" %e co%pa#!/( %o(t precio( trade%ar* to a#other

prodct later !ear( (a) the i#trodctio# additio#al prodct( +eari#$ the oca ola

#a%e )hich #o) e%co# pa((e( a po)er"l li#e o" (i oal prodct(&

Toda!, the )orld/( "aorite (o"t dri#* oca ola the )orld +e(t *#o)# a#d %o(t

ad%ired trade%ar*. reco$#ied +! %ore tha# @ perce#t o" the )orld poplatio#&

1G


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RO>T ACANEMENT

I# 15, a #e) ola e%er$ed "ro% la+orator! re(earch& Thro$h i#ter#al ealatio# a#d

tho(a#d +! +li#d ta(te te(t(, co#(%er (aid the! pre"erred it oer +oth oca ola a#d

it( pri%ar! co%petitio#& A( a re(lt& I# April 15, the co%pa#! prodl! i#trodced the

#e) ta(ter o" co*e the "ir(t cha#$e i# the (ecret "or%la (i#ce %! prodct )a! created i#

1G&

The la#ch o" o*e )ith the #e) ta(te too* place i# the >#ited State a#d a#ada&

o#(%er re(pected )ith a# #precede#ted a#d #e) "a%o( ot pori#$ o" lo!alt! a#d

o""eri#$ "or %e ori$i#al "or%la o" oca-cola retr#ed 4 oca-ola cla((ic& I# 1G,

oca-ola cla((ic +eca%e a#d (till re%ai#(, the #atio#( top-(elli#$ (o"t dri#*&

1


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7ISION


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Mi((io#, Ci(io# 4 Cale(

Or %i((io#, i(io# a#d ale( otli#e )ho )e are, )hat )e (ee* to achiee, a#d ho)

)e )a#t to achiee it& The! proide a clear directio# "or or o%pa#! a#d help e#(re

that )e are all )or*i#$ to)ard the (a%e $oal(&

Eer!thi#$ )e do i( i#(pired +! or e#dri#$ Mi##i)n=

T) Re*"e#h $he )"&&&i# +od!, %i#d, a#d (pirit&

T) In#=i"e M),en$# )* O=$i,i#,&&&thro$h or +ra#d( a#d or actio#(&

T) "ea$e 7aue an Ma(e a Di**e"ence&&&eer!)here )e e#$a$e&

To achiee ((tai#a+le $ro)th, )e hae e(ta+li(hed a 7i#i)n)ith clear $oal(=

Pe)=e;Bei#$ a $reat place to )or* )here people are i#(pired to +e the +e(t the! ca# +e&

Pane$;Bei#$ a re(po#(i+le $lo+al citie# that %a*e( a di""ere#ce&

P)"$*)i);Bri#$i#$ to the )orld a port"olio o" +eera$e +ra#d( that a#ticipate a#d (ati("!

people(K de(ire( a#d #eed(&

Pa"$ne"#;Nrtri#$ a )i##i#$ #et)or* o" part#er( a#d +ildi#$ %tal lo!alt!&

P")*i$; Mai%ii#$ retr# to (hareo)#er( )hile +ei#$ %i#d"l o" or oera

re(po#(i+ilitie(&

1


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AIRMAN. BOARD OF DIRETORS

2@


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Ne!ieI#e

hai",an. B)a"

)* Di"ec$)"#

The oca-ola o%pa#!

Neille I(dell i( chair%a# o" the Board o" irector( o" The oca-ola o%pa#!&

>#der a leader(hip (cce((io# pla# a##o#ced i# ece%+er 2@@, Mhtar He#t 7the#

pre(ide#t a#d OO8 (cceeded Mr& I(dell a( EO 7e""ectie l! 1, 2@@8, a#d Mr&

I(dell co#ti#e( to (ere a( chair%a# o" the Board thro$h April 2@@& 0e i( the 12th

chair%a# o" the Board i# the hi(tor! o" the o%pa#!&

A #atie o" Irela#d, Mr& I(dell joi#ed The oca-ola o%pa#! i# 1GG )ith the local

+ottli#$ co%pa#! i# a%+ia& I# 12, he +eca%e $e#eral %a#a$er o" oca-ola

Bottli#$ o" oha##e(+r$ -- the lar$e(t oca-ola +ottler i# A"rica& Mr& I(dell )a(

#a%ed re$io# %a#a$er "or A(tralia i# 1@& I# 11, he +eca%e pre(ide#t o" the

+ottli#$ joi#t e#tre +et)ee# The oca-ola o%pa#! a#d Sa# Mi$el orporatio# i#

the hilippi#e(, )here he oer(a) the tr#aro#d a#d re#e)al o" the oca-ola

+(i#e(( i# that *e! co#tr!&

Mr& I(dell %oed to :er%a#! a( pre(ide#t o" the o%pa#!K( e#tral Eropea# ii(io#

i# 15& I# 1, he )a( elected (e#ior ice pre(ide#t o" the o%pa#! a#d appoi#ted

pre(ide#t o" the Northea(t EropeDA"rica :rop 7re#a%ed the Northea(t EropeDMiddle

Ea(t :rop i# 128 a#d led the o%pa#!K( e#tr! i#to #e) %ar*et( i# I#dia, the Middle

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Ea(t, Ea(ter# Erope a#d the "or%er Soiet >#io#& I# 15, he )a( #a%ed pre(ide#t o"

the :reater Erope :rop&

Fro% l! 1 to Septe%+er 2@@@, Mr& I(dell (ered a( chair%a# a#d EO o" oca-

ola Beera$e( lc i# :reat Britai#, )here he oer(a) that co%pa#!K( %er$er )ith

0elle#ic Bottli#$ to "or% the )orldK( (eco#d lar$e(t oca-ola +ottler at the ti%e, oca-

ola 0elle#ic Bottli#$ o%pa#! 70B8& 0e retired a( ice chair%a# o" oca-ola

0B i# ece%+er 2@@1& Fro% a#ar! 2@@2 to Ma! 2@@


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A$u Sin+h

P"e#ien$ 9 EO . )ca-)a Inia

Atl Si#$h too* oer a( the re(ide#t 4 EO, oca-ola I#dia "ro% 1(t Septe%+er

2@@5&

rior to thi( a((i$#%e#t, Atl Si#$h )a( the re(ide#t o" Ea(t, e#tral 4 Soth 7ES8

hi#a ii(io# i# a#ar! 2@@5& :ie# the (trate$ic i%porta#ce o" hi#a, a ii(io#

)ithi# the $reater hi#a ii(io# )a( created& ES hi#a ii(io# co#(i(t( o"

Sha#$hai, the S)ire Territorie( o" hi#a, 0o#$ Ho#$ a#d Tai)a#& Additio#all!, Atl

)a( al(o re(po#(i+le "or the $lo+al a#d (trate$ic He! (to%er Relatio#(hip( "or

:reater hi#a a#d )a( a %e%+er o" the (to%er Leader(hip o#cil&

rior to hi( appoi#t%e#t a( the re(ide#t o" Ea(t, e#tral a#d Soth hi#a ii(io#,

Atl (ered a( ept! ii(io# re(ide#t a#d headed the Operatio#( $rop o" hi#a

ii(io#& >#der AtlK( leader(hip, %ai#la#d hi#a operatio#( )a( a%o#$ the "a(te(t

$ro)i#$ oca-ola +(i#e((e( )orld)ide "or the pa(t 3 !ear(& Atl (tarted hi( career i#

the oca-ola (!(te% i# 1 a( Cice re(ide#t, Operatio#( o" oca-ola I#dia

ii(io#& 0e led the Fra#chi(eOperatio#( a#d He! Acco#t( $rop o" the I#dia

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ii(io#"ro%1to2@@1&

Atl, hold( a MBA de$ree "ro% Tea( hri(tia# >#ier(it!&

Ne!ie I#e hai",an. B)a" )* Di"ec$)"#

The oca-ola o%pa#!

e"be"$ A Aen P"e#ien$ an hie* E>ecu$i!e O**ice"

7Alle# 4 o%pa#! I#corporated8

R)na Aen

2ecu$i!e

O**ice"

The oca-ola o%pa#!


25/102

A!i#)"% Di"ec$)". *)",e" hai",an )* $he

P"e#ien$ an hie* E>ecu$i!e O**ice" ?elta Air Li#e(, I#c8

a$heen P Bac(P"e#ien$ ?0ear(t Ma$ai#e(8

Ba""% Die" hai",an )* $he B)a" an

I hie* E>ecu$i!e O**ice"I#terActieorp 7IA8

25


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2G

Ae>i# M e",an hai" an hie* E>ecu$i!e O**ice"

7Ne) Ce#tre(, LL8 D)na R e)u+h

N)ne>ecu$i!e hai",an )* $he

B)a"7Alle# 4 o%pa#! I#corporated a#dAlle# 4 o%pa#!, LL8

D)na F Mcen"% Di#$in+ui#he P")*e##)" in $he

P"ac$ice )* Di=),ac% an

In$e"na$i)na A**ai"#

?School o" Forei$# Serice,:eor$eto)#8 >#ier(it!

:a,e# D R)bin#)n&ene"a Pa"$ne"

RRE Ce#tre( P"e#ien$

Ro+i#(o#, I#c&


27/102

2

Pe$e" 7 Uebe"")$h In!e#$)" an hai",an

o#traria# :rop, I#c& N)ne>ecu$i!e )-hai",an

e++le o%pa#! Beach

Sa, Nunn )-hai",an an hie* E>ecu$i!e

O**ice"

Nclear Threat I#itiatie 7NTI8

:ac)b aenbe"+ hai",an )* $he B)a" I#e(tor AB

:a,e# B iia,# F)",e" hai",an )* $he B)a" an hie* E>ecu$i!e O**ice"

S#Tr(t Ba#*(, I#c&


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0ANNEL OF ISTRIB>TION

2


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0ANNEL OF ISTRIB>TION

OUT LINE D8&RAM OF DISTRIBUTION ANNEL OF OA OLA

Compan

Ma#"actri#$ $ood(

i(tri+tor(

ealer o%pa#!

Cehicle

Retailer Retailer

o#(%er o#(%er

2


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DISTRIBUTION ANNEL

i(tri+tio# %ea#( (ppl! o" $ood( "ro% co%pa#! to it( lti%ate (er& A"ter

%a#"actri#$ the prodct the i%porta#t )or* "or the i( to proide it( $ood( to it(

lti%ate (er at the ri$ht ti%e a#d )he# %a#"actri#$ proce(( i( "i#i(hed the#

%ar*eti#$ )or* )ill +e (tarted +! the %ar*eti#$ epart%e#t )hich adopt( the polic! "or

proidi#$ $ood( to the co#(%er at the ri$ht ti%e a#d place& i(tri+tio# %ea#( the )a!

+! )hich the prodct reach to the ha#d o" co#(%er the(e all proce(( co%e( #der the

i(tri+tio# o" Net)or*& :ood di(tri+tio# #et)or* i( e((e#tial "or %ore (elli#$ a#d

c(to%er (ati("actio#& I" c(to%er or retailer i( #ot (ati("ied )ith !or di(tri+tio# #et

)or*, It re"lect( that co%pa#!/( i(tri+tio# i( #ot $ood a#d (o%e thi#$ i( )ro#$ a#!

)here&

Fro% the )are ho(e co%pa#! la#ch the "laor( i# the %ar*et& The "laor reach i# the

%ar*et to the retailer +! t)o %edi%&

18 B! the co%pa#! ehicle

28 ealer

o%pa#! ehicle a#d dealer +oth proide( the "laor( to the Retailer&

Retailer (ale( the "laor to the co#(%er& Thi( i( the $ood %ar*eti#$ (trate$!&

3@


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PRODUCT PROFILE

31


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PRODUT PROFILE OF OA-OLA OMPAN8;

)ca-)a ),=an% #e"!e# c)n#u,e"# 'i$h *))'in+ =")uc$;

OHE= The )orldK( "aorite dri#*& The )orldK( %o(t ala+le

+ra#d The %o(t reco$#ia+le )ord acro(( the )orld a"ter OH&

oca-ola ha( a trl! re%ar*a+le herita$e& Fro% a h%+le

+e$i##i#$ i# 1G, it i( #o) the "la$(hip +ra#d o" the lar$e(t

%a#"actrer, %ar*eter a#d di(tri+tor o" #o#-alcoholic +eera$e(

i# the )orld&

oca-ola had (i$#ed o# ario( cele+ritie( i#cldi#$ %oie (tar( (ch a( Hari(h%a

Hapoor, cric*eter( (ch a( Sri#ath, Sora :a#$l!, (other# cele+ritie( li*e Cija! i#

the pa(t a#d toda!, it( +ra#d a%+a((ador( are Aa%ir Hha#, Ai(h)ar!a Rai, Cie*

O+eroi a#d cric*eter Cire#dra Seh)a$&

TUMS UP;

Stro#$ ola Ta(te, Eciti#$ er(o#alit! Th%( >p i( a leadi#$ car+o#ated(o"t dri#* a#d %o(t tr(ted +ra#d i# I#dia& Ori$i#all! i#trodced i# 1,Th%( >p )a( ac6ired +! The oca-ola o%pa#! i# 13&

Th%( >p i( *#o)# "or it( (tro#$, "i! ta(te a#d it( co#"ide#t, %atre a#d#i6el! %a(cli#e attitde& Thi( +ra#d clearl! (ee*( to (eparate the %e#"ro% the +o!(&

32


33/102

FANTA;

I#ter#atio#all!. Fan$a- The Kora#$eK dri#* o" The oca-ola o%pa#!, i( (ee# a(

o#e o" the "aorite dri#*( (i#ce 1


34/102

SPRITE;

9orld)ide Sprite i( ra#*ed a( the N) 4 (o"t dri#* a#d i( (old i# %ore tha# 1@0

c)un$"ie#&

I# I#dia, Sprite )a( la#ched i# %ea" 1@@@a#d toda! it ha( $ro)# to +e o#e o"

the "a(te(t $ro)i#$ (o"t dri#*(, leadi#$ the lear li%e cate$or!&

MAAA;

Maaa )a( la#ched i# 1G& 0ere )a( a dri#* that o""ered the (a%e real ta(te o"

"rit jice( a#d )a( aaila+le thro$hot the !ear&I# 13, Maaa )a( ac6ired +!

oca-ola I#dia&

Oer the !ear(, +ra#d Maaa ha( +eco%e (!#o#!%o( )ith Ma#$o& Thi( ha( +ee# the

re(lt o" (ch (cce(("l ca%pai$#( li*e PTaaa Ma#$o,Maaa Ma#$oP a#d PBotal %ei#

Aa%, Maaa hai# Naa%P& o#(%er( re$ard Maaa a( )hole(o%e, #atral, "# dri#*

)hich delier( the real eperie#ce o" "rit&

3


35/102

DIET OE;

))(in+ +)) an $a#$in+ +"ea$C

Die$ )(e)a( +or# i# 12 a#d 6ic*l! +eca%e the No& 1 ($ar-"ree dri#* i#

diet-co#(cio( A%erica& H#o)# a( iet o*e i# the >&S&, a#ada, A(tralia a#d

:reat Britai#, a#d a( oca-ola li$ht i# other co#trie(, itK( #o) the No& 3 (o"t

dri#* i# the )orld&

SUNFILL;

Sun*i Anan)a( la#ched )ith the (trate$! cater to SE , , E a#d Rral

I#dia& It i( a #o#-($ared co#ce#trate, )hich proide( )ne #e"!in+ a$ 0 =ai#e

)n%A#a#d ha( al(o +ee# la#ched i# a %lti-(ere pac*, )hich =")!ie# 22

+a##e# )n% a$ R# 10

Sun*i Ta"an+i( tar$eted at ho(e)ie( i# the hi$h-e#d $rocer! (e$%e#t *eepi#$ i#

%i#d the a$e-old I#dia# c(to% o" %a*i#$ (6a(he( at ho%e& It i( a #o#-($ared

co#ce#trate a#d i( aaila+le i# a %lti-(ere pac*, )hich %a*e( 1 +a##e# a$R(&15&

35


36/102

INLE8;

9ater, a thir(t 6e#cher that re"re(he(, a li"e $ii#$ "orce that )a(he( all the

toi#( a)a!& A rital pri"ier that clea#(e(, pri"ie(, tra#("or%(& 9ater, the

%o(t +a(ic #eed o" li"e, the er! ((te#a#ce o" li"e, a cele+ratio# o" li"e

it(el"&

Hi#le! )ater - Boo#d Boo#d Mei# Ci(haa(Q

3G

7ANILLA OE;

7ania )(e)a( la#ched i# 2@@2 i# North A%erica a#d (+(e6e#tl! i#

ario( other %ar*et( acro(( the )orld a#d %et )ith i%%e#(e (cce((& The

idea o" the re"re(h%e#t o" oca-ola )ith a hi#t o" Ca#illa )a( "o#d er!

appeali#$ )he# te(ted i# I#dia a#d )e la#ched Ca#illa o*e i# April 2@@


37/102

O7ER7IE OF PEPSIO;

3


38/102

O7ER7IE OF PEPSIO;

ep(io i( a )orld leader i# co#e#ie#t "ood( a#d +eera$e(, )ith 2@@< ree#e( o"

%ore tha# 2 +illio# a#d 153,@@@ e%plo!ee(& The co%pa#! co#(i(t( o" Frito-La! North

A%erica, ep(io Beera$e( North A%erica, ep(io I#ter#atio#al a#d a*er Food(

North A%erica& ep(io +ra#d( are aaila+le i# #earl! 2@@ co#trie( a#d territorie( a#d

$e#erate (ale( at the retail leel o" a+ot +illio#&

Ma#! o" ep(ioK( +ra#d #a%e( are %ore tha# 1@@-!ear(-old, +t the corporatio# i(

relatiel! !o#$& ep(io )a( "o#ded i# 1G5 thro$h the %er$er o" ep(i-ola a#d

Frito-La!& Tropica#a )a( ac6ired i# 1 a#d ep(io %er$ed )ith The a*er Oat(

o%pa#!, i#cldi#$ :atorade, i# 2@@1&

ep(io o""er( prodct choice( to %eet a +road ariet! o" #eed( a#d pre"ere#ce -- "ro%

"#-"or-!o ite%( to prodct choice( that co#tri+te to healthier li"e(t!le(&

ep(io/( %i((io# i( To +e the )orldK( pre%ier co#(%er rodct( o%pa#! "oc(ed

o# co#e#ie#t "ood( a#d +eera$e(& 9e (ee* to prodce health! "i#a#cial re)ard( to

i#e(tor( a( )e proide opport#itie( "or $ro)th a#d e#rich%e#t to or e%plo!ee(, or

+(i#e(( part#er( a#d the co%%#itie( i# )hich )e operate& A#d i# eer!thi#$ )e do,

)e (trie "or ho#e(t!, "air#e(( a#d i#te$rit!&'

3


39/102

S0ARE0OLERS

ep(io 7(!%+ol= E8 (hare( are traded pri#cipall! o# the Ne) ?or* Stoc* Echa#$e

i# the >#ited State(& The co%pa#! i( al(o li(ted o# the A%(terda%, hica$o, S)i(( a#d

To*!o (toc* echa#$e(& ep(io ha( co#(i(te#tl! paid ca(h diide#d( (i#ce the

corporatio# )a( "o#ded&

ORPORATE ITIENSIP

At ep(io, )e +eliee that a( a corporate citie#, )e hae a re(po#(i+ilit! to co#tri+te

to the 6alit! o" li"e i# or co%%#itie(& Thi( philo(oph! i( epre((ed i# or

((tai#a+ilit! i(io# )hich (tate(= ep(io/( re(po#(i+ilit! i( to co#ti#all! i%proe all

a(pect( o" the )orld i# )hich )e operate e#iro#%e#t, (ocial, eco#o%ic -- creati#$ a

+etter to%orro) tha# toda!&'

Or i(io# i( pt i#to actio# thro$h pro$ra%( a#d a "oc( o# e#iro#%e#tal

(te)ard(hip, actiitie( to +e#e"it (ociet!, a#d a co%%it%e#t to +ild (hareholder ale

+! %a*i#$ ep(io a trl! ((tai#a+le co%pa#!&

3


40/102

PEPSIO EADUARTERS


41/102

PEPSIO EADUARTERS

ep(io 9orld 0ead6arter( i( located i# rcha(e, Ne) ?or*, approi%atel!


42/102

9he# )e ta*e the(e co%petitie ada#ta$e( a#d i#e(t i# the% )ith dollar( $e#erated

"ro% top-li#e $ro)th a#d co(t-(ai#$ i#itiatie(, )e ((tai# a ale c!cle "or or

(hareholder(&

I# e((e#ce, i#e(ti#$ i# i##oatio# "el( the +ildi#$ o" or +ra#d(&

Thi( i# tr# drie( top-li#e $ro)th&

ollar( "ro% that top-li#e $ro)th are (trate$icall! rei#e(ted +ac* i#to #e) prodct(

a#d other i##oatio#, alo#$ )ith co(t-(ai#$( project(&

Th(, the c!cle co#ti#e(&

F"i$)-La% NORT AMERIA

ep(ioK( (#ac* "ood operatio#( had their (tart i# 132 )he# t)o (eparate ee#t( too*

place& I# Sa# A#to#io, Tea(, El%er ooli# +o$ht the recipe "or a# #*#o)# "ood

prodct a cor# chip a#d (tarted a# e#tirel! #e) i#d(tr!& The prodct )a( Frito(

+ra#d cor# chip(, a#d hi( "ir% +eca%e the Frito o%pa#!&

That (a%e !ear i# Na(hille, Te##e((ee, 0er%a# 9& La! (tarted a +(i#e(( di(tri+ti#$

potato chip(& Mr& La! later +o$ht the co%pa#! that (pplied hi% )ith prodct a#d

cha#$ed it( #a%e to 0&9& La! o%pa#!& The Frito o%pa#! a#d 0&9& La! o%pa#!

%er$ed i# 1G1 to +eco%e Frito-La!, I#c&

Major Frito-La! prodct( i#clde La!/( potato chip(, orito( "laored tortilla chip(,

To(tito( tortilla chip(, heeto( chee(e "laored (#ac*(, Frito( cor# chip(, R""le( potato

chip(, Rold :old pretel(, S# hip( %lti$rai# (#ac*(, M#chie( (#ac* %i, La!/(


43/102

Sta potato cri(p(, rac*er ac* ca#d! coated popcor# a#d :o S#ac*(& Frito-La! al(o

(ell( a ariet! o" +ra#ded dip(, a*er Frit 4 Oat%eal +ar(, a*er a*e( cor# a#d

rice (#ac*(, :ra#d%a/( coo*ie(, #t( a#d crac*er(&

Frito-La! North A%erica i#clde( a#ada a#d the >#ited State(

Pe=#i) be!e"a+e# N)"$h A,e"ica ?PBNAG

ep(io/( +eera$e +(i#e(( )a( "o#ded 1 +! ale+ Bradha%, a Ne) Ber#, North

aroli#a dr$$i(t, )ho "ir(t "or%lated ep(i-ola&

Toda!, Bra#d ep(i i( part o" a port"olio o" +eera$e +ra#d( that i#clde( car+o#ated

(o"t dri#*(, jice( a#d jice dri#*(, read!-to-dri#* tea( a#d co""ee dri#*(, i(oto#ic (port(

dri#*(, +ottled )ater a#d e#ha#ced )ater(& BNA ha( )ell *#o)# +ra#d (ch a(

Mo#tai# e), iet ep(i, :atorade, Tropica#a re re%i%, A6a"i#a )ater, Sierra

Mi(t, M$, Tropica#a jice dri#*(, ropel, SoBe, Slice, ole, Tropica#a T)i(ter a#d

Tropica#a Sea(o#/( Be(t&

BNA %a#"actre( a#d (ell( co#ce#trate "or (o%e o" the(e +ra#d( to lice#(ed +ottler(,

)ho (ell the +ra#ded prodct( to i#depe#de#t di(tri+tor( a#d retailer(& BNA proide(

aderti(i#$, %ar*eti#$, (ale( a#d pro%otio#al (pport "or it( +ra#d(& Thi( i#clde( (o%e

o" the )orldK( +e(t-loed a#d %o(t-reco$#ied aderti(i#$&


44/102

I# 12 BNA "or%ed a part#er(hip )ith Tho%a( & Lipto# o& to (elli#$ read!-to-

dri#* tea +ra#d( i# the >#ited State(& ep(i-ola al(o %ar*et( Frappcci#o read!-to-

dri#* co""ee thro$h a part#er(hip )ith Star+c*(&

A#tho#! Ro((i a( a Florida "rit pac*a$i#$ +(i#e(( "o#ded Tropica#a i# 1#ier(it! o" Florida "or the

(choolK( "oot+all tea%, PThe :ator(,P :atorade i( #o) the )orldK( leadi#$ (portK( dri#*&


45/102

PEPSIO INTERNATIONAL

ep(i-ola +e$a# (elli#$ it( prodct( ot(ide the >#ited State( a#d a#ada i# the %id-

13@(, ope#i#$ i# the >#ited Hi#$do% i# 13G& Operatio#( $re) rapidl! +e$i##i#$ i#

the 15@(& Toda!, ep(io +eera$e( are aaila+le i# %ore tha# 1@ co#trie( a#d

territorie(& Bra#d( i#clde A6a"i#a, :atorade a#d Tropica#a&

I# additio# to +ra#d( %ar*eted i# the >#ited State(, ep(io I#ter#atio#al +ra#d(

i#clde Miri#da, See#->p a#d %a#! local +ra#d(&

ep(io +e$a# it( i#ter#atio#al (#ac* "ood operatio#( i# 1GG& Toda!, prodct( are

aaila+le i# #earl! 1@ co#trie(& O"te# ep(io (#ac* "ood prodct( are *#o)# +!

local #a%e(& The(e #a%e( i#clde :a%e(a a#d Sa+rita( i# Meico, 9al*er( i# the

>#ited Hi#$do%, Si%th( i# A(tralia, Matta#o i# Spai#, El%a hip( i# Brail, a#d

other(& The co%pa#! %ar*et( Frito-La! +ra#d( o# a $lo+al leel, a#d i#trodce( #i6e

prodct( "or local ta(te(&

UAER FOODS NORT AMERIA

The a*er Oat( o%pa#! )a( "or%ed i# 1@1 )he# (eeral A%erica# pio#eer( i# oat

%illi#$ ca%e to$ether to i#corporate& I# Rae##a, Ohio, 0e#r! & Se!%or a#d 9illia%

0e(to# had e(ta+li(hed the a*er Mill o%pa#!& The "i$re o" a %a# i# a*er

clothe( +eca%e the "ir(t re$i(tered trade%ar* "or +rea*"a(t cereal a#d re%ai#( the

hall%ar* "or a*er Oat( toda!&


46/102

I# edar Rapid(, Io)a, oh# Start a#d hi( (o#, Ro+ert, a#d their part#er, :eor$e

o$la(, operated the lar$e(t cereal %ill o" the ti%e& Ferdi#a#d Sch%acher, *#o)# a(

PThe Oat%eal Hi#$,P had "o#ded :er%a# Mill( A%erica# Oat%eal o%pa#! i# 15G&

o%+i#i#$ The a*er Mill o%pa#! )ith the Start a#d Sch%acher +(i#e((e(

+ro$ht to$ether the top oat( %illi#$ eperti(e i# the co#tr! a( The a*er Oat(

o%pa#!&

The "ir(t %ajor ac6i(itio# o" the co%pa#! )a( A#t e%i%a Mill( o%pa#! i# 12G,

)hich i( toda! the leadi#$ %a#"actrer o" pa#ca*e %ie( a#d (!rp& :atorade )a(

ac6ired i# 13&

I# 1G, The a*er Oat( o%pa#! ac6ired the :olde# :rai# o%pa#!, prodcer( o"

Rice-A-Ro#i&

ep(io %er$ed )ith The a*er Oat( o%pa#! i# 2@@1&


47/102

&OAL OF PEPSI


48/102


49/102

Ou" P)"$*)i)

9e are prod to o""er a )ide ariet! o" $reat-ta(ti#$ "ood( a#d +eera$e( that delier

e#jo!%e#t a( )ell a( #tritio#, co#e#ie#ce a#d a""orda+ilit!&

9e are co#ti#all! tra#("or%i#$ or port"olio o" prodct( to *eep p )ith $ro)i#$

de%a#d "or healthier choice( thro$h=

Ne) rodct( a#d Approache(

Re"or%latio# o" Ei(ti#$ rodct(

Strate$ic Ac6i(itio#(

E>=anin+ Pe=#i)H# &)ba R 9 D Ne$')"( -J

9eKre epa#di#$ or $lo+al re(earch a#d deelop%e#t capa+ilit! #der the leader(hip o"

o#e o" the )orldK( leadi#$ e#docri#olo$i(t( a#d other epert( i# (cie#ce, #tritio# a#d

health polic!& Thi( %oe +ri#$( a #e) leel o" eperti(e a#d "oc( to or e""ort( to

deelop prodct( that addre(( co#(%er cltral ta(te( a#d "ood pre"ere#ce( )ith the

ri$ht #tritio# a#d "#ctio#al +e#e"it(&

9ith i#crea(ed re(earch capa+ilit! a#d i#e(t%e#t, the $lo+al R4 tea% )ill e(ta+li(h

prioritie( a#d (ta#dard( o" practice "or lo#$er ter% re(earch, #tritio#, "ood (a"et!,

re$lator!, a#d health polic!&

Toda!, there are ei$ht re$io#al re(earch ce#ter( )orld)ide "oc(ed o# leera$i#$

#tritio# (cie#ce, *#o)led$e, a#d i#(i$ht to deelop co#e#ie#ce "ood( a#d +eera$e(


50/102

that ca# i%proe the oerall diet a#d po(itiel! i%pact health& The ce#ter( are located i#

Leice(ter, >&H&. Mo#terre!, Meico. Meico it!, Meico. Sha#$hai, hi#a. Ne)

elhi, I#dia. Calhalla, N?. la#o, TJ a#d Barri#$to#, IL&

I# additio#, )eKre +roade#i#$ or i##oatio# e""ort( thro$h the "or%atio# o" a ariet!

o" #e) re(earch part#er(hip( )ith leadi#$ #ier(itie( a#d other i#(tittio#( i#cldi#$

?ale >#ier(it!, Ne)ca(tle >#ier(it!, re(de# >#ier(it!, 9e(t"ali(che 9ilhel%(-

>#ier(itat M#(ter, Mo#ell he%ical Se#(e( e#ter, >#ier(it! o" Tea( a#d The Ne)

?or* Acade%! o" Scie#ce(, a%o#$ other(&

Be$$e" h)ice# 'i$h Nu$"i$i)n Labein+ -J

9e care a+ot the health o" the co#(%er( )ho e#jo! or prodct( a#d )e )a#t to help

the% +! %a*i#$ the health"l "ood choice a# ea(ier choice&

Si#ce it( 2@@< la#ch, or S%art Spot (!%+ol ha( %ade it ea(ier "or co#(%er( to

ide#ti"! ep(io prodct( that co#tri+te to a healthier li"e(t!le i# the >&S& The S%art

Spot (!%+ol the (!%+ol o" S%art hoice( Made Ea(! i( a (i%ple la+eli#$ (!(te%

that eplai#( )h! each prodct i( a (%art choice& It i( the o#l! i#d(tr! (!%+ol that

%eet( #tritio# criteria +a(ed o# athoritatie (tate%e#t( "ro% the >&S& Food a#d r$

Ad%i#i(tratio# a#d the Natio#al Acade%! o" Scie#ce(&

rodct( that carr! the S%art Spot la+el=

o#tai# at lea(t 1@ o" the ail! Cale o" a tar$et #trie#t 7i&e& protei#, "i+er,

calci%, iro#, ita%i# A, ita%i# 8 a#d %eet li%it( "or "at, (atrated "at, tra#( "at,

chole(terol, (odi% a#d added ($ar, a#dDor

5@


51/102

Are "or%lated to hae (peci"ic health or )ell#e(( +e#e"it(, a#dDor

Are redced i# calorie( or #trie#t( (ch a( "at, (odi% or ($ar

For %ore i#"or%atio#, i(it )))&(%art(pot&co%&

ea$h an ene## P")+"a,# -J

9e +eliee tac*li#$ the pro+le% o" o+e(it! re6ire( a holi(tic approach, )hich i( )h!

)e (pport pro$ra%( that pro%ote actie li"e(t!le(, a( )ell a( proper diet a#d #tritio#&

A"e##in+ Manu$"i$i)n -J

I# co#trie( )here %al#tritio# i( a (erio( i((e, )e o""er prodct( directl! ai%ed at

addre((i#$ chro#ic h#$er& I# additio#, )e hae a##o#ced or i#te#t to la#ch a pilot

pro$ra% "oc(i#$ o# chro#ic h#$er that )ill directl! delier the Mille##i%

eelop%e#t :oal to eradicate etre%e poert! a#d h#$er +! 2@15&

9e are )or*i#$ to)ard deelopi#$ #tritio( "orti"ied prodct( to redce h#$er i#

(elect deelopi#$ co#trie(, particlarl! i# I#dia, Soth A"rica, a#d i# ti%e, Ni$eria&

ep(io i( a%o#$ ei$ht leadi#$ "ood a#d +eera$e co%pa#ie( to (i$# the P:lo+al

o%%it%e#t to Actio# o# the :lo+al Strate$! o# iet, h!(ical Actiit! a#d 0ealthP, a

co%%it%e#t addre((ed to the 9orld 0ealth Or$a#iatio#&

The "ie *e! $lo+al co%%it%e#t( to actio# i#clde=

51
http://www.smartspot.com/http://www.smartspot.com/


52/102

PRODUT PROFILE OF PEPSI

52


53/102

PRODUT PROFILE OF PEPSI

ep(io i( %a#"actri#$ %a#! +ra#d( o" (o"t dri#*( to (ati("! the #eed o" co#(%er(,

each +ra#d( ha( it( o)# "laor a#d ta(te +eca(e di""ere#t +ra#d(

are li*ed +! di""ere#t (e$%e#t( o" c(to%er(&

PEPSI

PEPSI AA

DE

MIRINDA ORAN&E

MIRINDA LEMON

SLIE

AUAFINA

K-UP

53


54/102

Thei" ei+h$ b"an# a"e i**e"en$ in $a#$e. *a!)" an in $hei" c))"

PEPSI;

ep(i i( co#(idered a cola dri#*(. it i( $e#erall! pre"erred +! all (e$%e#t( o" co#(%er(&

Thi( i( a ca(h co) +ra#d "or the co%pa#! i# the ter%( o" (ale( ree#e&

PEPSI AA

ep(i "ood( pt& Ltd& La#ched' ESI A0A'a #e) cola )ith a hi#t o" le%o#, here o#

5th April& The #e) aria#t( )ill +e aaila+le acro(( the (tate I 3@@%l a#d

+ottle( a#d al(o i# ET +ottle(&

DE

E9 i( co#(idered a le%o# dri#* it i( $e#erall! pre"erred +! all (e$%e#t o" co#(%er(&

Thi( i( a ca(h co) +ra#d "or co%pa#! i# ter%( o" (ale( ree#e&

5


55/102

MIRINDA LEMON AND ORAN&E

Miri#da i( co%i#$ i# +oth "laor( ora#$e a#d le%o#& It( apple "laor )a( la#ched i#

+e"ore preio( !ear& 0o)eer the +ra#d "ail( to %a*e i# the %ar*et a#d )iped a)a!

"ro% the ca#a(& hildre# a#d )o%e# $e#erall! pre"er Miri#da& It al(o $e#erate( $ood

(ale( ree#e "or the co%pa#!&

K-UP

-> ha( a le%o#! ta(te& It co%e( #der the cate$or! o" clear le%o#& It ha( #o color a#d

i( pre"erred +! all (e$%e#t( o" co#(%er(& o%pa#! i( tr!i#$ hard to e(ta+li(h it I#dia#

it (till ha( to !ield $ood (ale( ree#e&

SLIE

SLIE i( co#(idered jic! (o"t dri#* +eca(e it co#tai#( %a#$o plp& Thi( (o"t dri#* i(

pre"erred +! di""ere#t (e$%e#t( o" co#(%er( i# di""ere#t proportio#(&

AAFINA

ep(i o%pa#! i#trodced pac*a$e dri#*i#$ )ater alo#$ )ith it( (o"t dri#*(& A6a"i#a

"o#d er! $ood accepta+ilit! i# the I#dia# %ar*et a hai#$ a+ot 2@ %ar*et (hare o"

dri#*i#$ )ater&

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OMPRATI7E AD7ERTISIN& STRATA&IES

5G


57/102

OMPRATI7E AD7ERTISIN& STRATA&IES

5OE-PEPSI6

ola %ar*et )atcher( are #ot a(*i#$ "or their %o#e! +ac*& Neither the! (hort #or

%etaphor(& The )hale ha( e#o$h o" the little dolphi# ()i%%i#$ aro#d it, tapi#$

#d$i#$ a#d po*i#$ it i# +ell!& It i( ti%e to tr# aro#d a#d la(h it( tail do)# hard

e#o$h to (a#d tidal )aer( to A#tarctica&

For a#d hal" !ear( a"ter i" ree#tered it(el" "or a direct +attle to )e(t cric*et "a#(

a)a! "ro% ep(i&

Broadl! ep(i i( (till a cool #e) $e#eratio# dri#*& A#d co*e i( (till a pa((io#

pla!er. the di""ere#ce i( that cric*et i( a%o#$ the pa((i#$ ca%pai$# 7the other

i#clde( %oie( a#d %(ic8& No), the #e) $e#eratio# li*e( cric*et (o ep(i i(

there& Tappi#$ the cric*et, (o ep(i i( here tappi#$ the cric*et, o+(e((io#( %a# to

5


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!o#$ people, (o co*e i( their cla(h&

O#e cold (ee it +re)i#$ )he# ep(i did it the# :a- BA @ to all thi#( o""icial i#

the 1 9ORL >'& ric*eter( )ere #ot o""icial, the )ere loi#$ creatre(

that dra#* ep(i, (po#ta#eo(l!&

p (po#(or o*e )a( le"t (eri#$ it ola o""icial a#d re"re(hi#$ +at(, +all( a#d

+ail( o# TC (cree#(& For "or !ear( Sha#*ar Ra#ja#, C&& a#d clie#t (erice

irector, 0AT, )hich ha#dle( ep(i, )e hae +ee# (i#$ cric*et to de"i#e the hi$h

a#d lo) people& ep(i (pot i# 1< "eatre( Hapil e/( %other tal*i#$ a+ot hi%&

Si#ce the#, ep(i ha( +ilt !oth (po#ta#eit! a#d irreere#ce a( e((e#tial ele%e#t(

o" the +ra#d per(o#alit!&

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Sachi# (%a(hi#$ a )ide (cree#, Aahar ()ipi#$ a ep(i, it ha( +ee# a# o"" the "ield

(itco% o" (ort(&

oca-ola a((ociatio# )ithot cric*et (tarted )ith the %a(t (pot, did )ell ti

e#ha#ce co#tr!(ide #o(tal$ia a#d old co#(%er(& 0o)eer the ep(i cro)d )a(

the ep(i&9hile it( )ell *#o)# OBO o& o)#ed +ottli#$ operatio#( a#d FOBO

7Fra#chi(ee o)#ed +ottli#$ operatio#( #et)or* coer %o(t o" the co#tr!

ade6atel!, i" i( the )a! i# )hich ep(i o& I#dia (tre#$th it( %ar*eti#$ that $ie(

a# ed$e& Eer! %e%+er o" it( (ale( tea% i( Meticlo(l! ta$ht the %ercha#di(i#$

a#d di(pla! (*ill that ca# leera$e& The era(e o" the o& +ottli#$ #et)or* to achiee

hi$h i(i+ilit! "or the prodct& Th( ep(i o& I#dia ha( (ed it( !ear( to deelop

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a relatio#(hip )orth it( +ottle( that e#a+le( it top )or*i#$ ta#de% )ith the%&

ep(i/ (etti#$ (#d %ar*eti#$ approach ha( +eco%e ola ce#tic, Ri(hi eplai# that

their (trate$! ha( +ee# to *eep ri(e )ith the %ar*et $ro)th rate i# ola/( +t

toe%er$e a( the de"i#ite ola, the! ha( to pt their %i$ht +ehi#d +ra#d ep(i&

ep(i al(o ha( #o i#te#tio# i" loo(i#$ it( $rip o# tee#a$er(, Mii#da i( pri%aril!

tar$eted at pre tee#( $lo+all! Miri#da i( ep(i/( "ather ri(i#$ +ra#d, )ith do+le(

di$ital (ale( $ro)th "or the "ie !ear(& ep(i )ill co#ti#e to +e a %ajor (po#(or o"

the (port(& The ep(i A(ia cp the eodhar Troph! a#d o#e da! (erie( i# I#dia&

The o& al(o (po#(or( the 1G ric*et( tor#a%e#t( a#d i( tr!i#$ the idea %oi#$

i#to (port( the Nehr $olde# cp cha%pio#(hip&

ep(i i( pla!i#$ o# (trate$ic allia#ce )ith (%all pla!er(& I# Ma!,1< rea(o#al

)arrior d*e a#d (#/( (rre#dered it( 15 %ar*et (hare i# M%+ai to ep(i, j(t

G@


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)hat doe( a o& do )he# it( ac6ired +ra#d oerlap )ith it( o)# The o+io(

a#()er= Hill th( )ea*er +ra#d, the +ra#d )hich cold hae proided a (hield

ho)eer i( i$#ored a( the o& "eel( that it )ill dilte it( thr(t a#d co#"(e

co#(%er +! co#ce#trati#$ o# %ore tha# o#e +ra#d at a ti%e& 9hile the pri#cipal

o" "oc( %a! (pport (ch a (trate$! the %ar*et alar% doe( #ot&

A"ter the 9orld p ric*et e%er$ed a( $reater heroe( a#d ep(i lo!ali(t(&o*e

(hi"ted it( acco#ted %cca##-erico# to chaitra leo +r#ett, a#d )a(hot )ith a#d

a(*i#$ +a++li#$ cric*et e#th(ia(tic i# the (ta#d( to cool do)# )ith o*e $ar+led

a#d #eciti#$, it did #othi#$&

o*e )a( do)# +t #ot& ep(i (tc* )ith $e#eratio#-#et& It had Rahl raid

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)ith adice o# co#ce#tratio#, :otta *eep a cool head, he (a! pla!hard to $et )ith

$irl( (a!( the i(al(& Ee# Sara :a#$l! )ho% o*e (i$#ed o# i# a (dde#

departre "ro% it/( ear(t)hile #o ele+e( pri#cipal&

9hateer the %e((a$e, the oca-ola co& decided e#o$h )a( e#o$h a#d ()i#$(

ri$ht +ac* )ith Th%( >p/( rejoi#der to ep(i (poo" ha( a cople o" %o#e! $oi#$

thro$h the (a%e eati#$ a#d (leepi#$ roti#e& o #ot i( a +a#der, ta(te the th#der,

it (a!( (o& To %a*e (re #o o#e %i((e( the poi#t, a %o#*e! appear( )ith a

$e#eratio#/( co(t T-(hirt& o#ti#i#$ the o"te# (ae Th%( >p #et, a( ha( thi( lo(t

Mo#*e!-pi#chi#$ crate o" (o"t dri#*( "ro% a Sardarji/( Trc*&

The (rpri(e i( that o*e, the (ai#t ha( al(o joi#ed the "arce& It (pe#d( ad "eatre( Sara

:a#$l! a#d aa$al Sri#ath )ith headi#$ (a!i#$, halo *ahara!a' a#d a p#ch li#e

(a!i#$ that Sara a#d Sri#ath $o++le +at(%a#, #o +at(&

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The co#(%er( loe %oe%e#t o" it& Bt )ho i( )i##i#$ o*e i( #e) a$$re((ie

(ta#ce ha( (cored po#t( o# (heer deci+el leel(, +t a( a co& (po*e(per(o# (a!(, the

(trate$! i( to +ild the +ra#d a( a pa((io# i# li"e, j(t a( a cric*et i( thi( are#/t

happe#i#$& Thi( i( i#tere(ti#$ i# it(el", (a!( a# ad %a# i# elhi ho)eer, there

I( lac* o" "lo) i# it 9he# !o (a! o#l! co*e !o re(trict the i%pact& ?o ca##ot

i%po(e )ater )ri$ht( co%part%e#t or appear to dictate ter%( to the co#(%er&

o*e i( co#tra(t (ee%( to +e a ca$ht +et)ee# the oice( o" athorit! $e#eratio# o"

pa(t a#d the di(cipli#e )ho/( that $e#eratio# #et o*e ha( (till to de"i#e the

per(o#lalit! "or it(el"& I" it i( $oi#$ (trai$ht "or the cric*et o+(e((ed thi( proide(

the +a(i( "or #li%ited adie#ce (e$%e#tatio#

Bt it i( j(t a +a(ic that i( all, it dpoe( #ot )i# the +ra#d loe a#! %ore rthe

co%pai$# (o#d too %ch li*e a%edia pla#& 9hile the co*e re"lect the+ +ra#d

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co%%it%e#t, the i(al do #ot do a#! thi#$ to (ti*e a )aele#$th )ith the tar$et

o#(%er& I# other )ord(, cric*et +ei#$ a co%%o# area o" i#tere(t i( #ot (""icie#t

$ro#d "or relatio#(hip& More eer it( #eed #ot to +e the pep(i

Hi#d o" +ra#d +rotherhood& Neither it +e "#*!, "##! or "riolo(& Thi( i(

challe#$e "or co*e&

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MARETIN& STRATE&IES OMPARISION

G5


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MARETIN& STRATE&IES OMPARISION

oca-ola a#d ep(io Mar*eti#$ Strate$ie( a#d ac*a$i#$ hoice( Re(lt i#

o+li#$ Bottle a#d a# 9a(te

NE9 ?ORH 7April 1, 2@@28 -- Mar*eti#$ (trate$ie( a#d pac*a$i#$ choice( (ed +!

The oca-ola o%pa#! a#d ep(io, I#c& led to a do+li#$ o" (o"t dri#* +ottle a#d

ca# )a(te +et)ee# 12 a#d the !ear 2@@@, the o#tai#er Rec!cli#$ I#(titte (aid thi(

%or#i#$ i# a #e)( co#"ere#ce at Madi(o# S6are :arde#&

So"t dri#* co#tai#er )a(te i#crea(ed "ro% 1 +illio# i# 12 to 3G +illio# o*e a#d

ep(i +ottle( a#d ca#( i# 2@@@, accordi#$ to the o#tai#er Rec!cli#$ I#(titte&

Po*e a#d ep(i %ar*eti#$ (trate$ie( hae i#crea(ed +eera$e (ale( a#d pro"it(, at the

epe#(e o" tapa!er( a#d the e#iro#%e#t& Eer! !ear "or the la(t decade, local

$oer#%e#t a#d tapa!er( hae +ee# "orced to pa! hi$her tae( a#d "ee( "or )a(te

di(po(al, litter pic*p a#d rec!cli#$ co(t( +eca(e o" corporate deci(io#( +! o*e a#d

ep(i,P the o#tai#er Rec!cli#$ I#(titteK( Eectie irector, at Fra#*li# (aid&

Fra#*li# (po*e to e#iro#%e#tal a#d rec!cli#$ leader( $athered ot(ide the oca-ola

a##al (hareholder %eeti#$ at Madi(o# S6are :arde#& Sta#di#$ +e"ore a 25-"oot hi$h

i#"lated %odel pla(tic o*e +ottle, (he addre((ed actii(t( )ho )a#t to epa#d the

(cce(("l Ne) ?or* State K+ottle +illK la) to place a re"#da+le depo(it o# +ottled

)ater, tea(, jice( a#d (port dri#*(&

GG


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Poca-ola (ell( a %ch )ider ra#$e o" +eera$e( tha# )he# the +ottle +ill la)( i# Ne)

?or* a#d other (tate( )ere pa((ed& Billio#( o" the(e +eera$e co#tai#er( are#Kt coered

+! depo(it( a#d %o(t o" the co#tai#er( are +ei#$ )a(ted,P Fra#*li# (aid&

Po*e cla((ic i( (old i# co#tai#er( )ith a 5-ce#t depo(it a#d ha( a+ot a @ rec!cli#$

rate i# Ne) ?or*& Bt the "a(te(t $ro)i#$ (e$%e#t( o" the +eera$e %ar*et "or oca-

ola are +ottled )ater, (port( dri#*(, jice( a#d tea( that are#Kt coered +! depo(it(, a#d

the rec!cli#$ rate( "or the(e +eera$e( are le(( tha# 2@ perce#t,P Fra#*li# (aid&

I# the la(t decade, oca-ola a#d ep(io co%%itted to %ar*eti#$ (i#$le-(eri#$

+eera$e( prcha(ed a#d co#(%ed a)a! "ro% ho%e, a#d a)a! "ro% co#e#ie#t

rec!cli#$ opport#itie(& Sale( o" the(e +eera$e( tar$et !o#$er a#d !o#$er people,

)ith (chool( a#d #ier(itie( +ei#$ o#e hi$hl! co%petitie %ar*etplace "or o*e a#d

ep(i ecl(ie %ar*eti#$ a$ree%e#t(&

P>#"ort#atel!, #either o*e #or ep(i hae %ade (erio( e""ort( to addre(( the $ro)i#$

)a(te pro+le% re(lti#$ "ro% i#crea(e( i# a)a! "ro% ho%e co#(%ptio#& I# Ne)

?or*K( "a(t-paced +(i#e(( a#d tori(t i#d(trie(, a# epa#ded +ottle +ill )old i#crea(e

rec!cli#$ at irtall! #o co(t to tapa!er(,P Fra#*li# (aid&

PMa!or Bloo%+er$ a#d the (tate o" Ne) ?or* are hard-pre((ed "i#a#ciall! i# the )a*e

o" D11 a#d the rece((io#, a( the! (ee* to proide e((e#tial (erice(& A# epa#ded

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depo(it la) )old place the re(po#(i+ilit! "or litter redctio# a#d rec!cli#$ (6arel! o#

the (holder( o" tho(e )ho %a*e a#d pro"it "ro% the(e +eera$e(,P Fra#*li# (aid&

ac*a$i#$ deci(io#( +! oca-ola a#d ep(i are i#crea(i#$ )a(te a#d i#crea(e(

rec!cli#$ co(t( i# tho(a#d( o" co%%#itie( acro(( the #atio#& PA( o*e a#d ep(i hae

(ed %ore pla(tic +ottle( to i#crea(e pro"it(, pla(tic +ottle )a(te ha( eploded acro(( the

>#ited State(,P RI Se#ior olic! A#al!(t La#ce Hi#$ (aid i# a (eparate i#terie) )ith

reporter(&

P9a(te "ro% c(to% ET pla(tic +ottle( (ed "or )ater, jice, (port( dri#*( a#d other

#o#-car+o#ated +eera$e( i#crea(ed


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P9hile it )a( e#cora$i#$ that The oca-ola o%pa#! participated i# BEARK( Mlti-

Sta*eholder Recoer! roject, the co%pa#! )ithdre) +e"ore pre(e#ti#$ a pla# to

i#crea(e rec!cli#$& BEAR a#d the (hareholder re(oltio#( "oc( o# achiei#$ a# @

perce#t #atio#al rec!cli#$ rate, )hich i( a $oal alread! achieed i# %o(t depo(it (tate(,P

Fra#*li# (aid&

Poca-olaK( Board o" irector( #eed( to #der(ta#d that pre((re "ro% (hareholder(,

e#iro#%e#tal $rop( a#d p+lic o""icial( )ill i#crea(e #til the co%pa#! ta*e(

re(po#(i+ilit! "or it( )a(te,P (aid Fra#*li#&

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INTRODUTION OF RESEAR METODLO&8

@


71/102


72/102

RESEAR PLAN

2


73/102

RESEAR PLAN

Re(earch %etholo$! "or the pre(e#t (td! ca# +! diided a(=

1 UNI7ERSE;

Fi#ite

2 SAMPLIN& UNIT;

Ei(ti#$ c(to%er )ho pre"er co*e 4 ep(i

3 SOURE LIST;

ri%ar! data

Seco#dar! data

4 SIE OF A SAMPLE;

The (re! )a( co#dcted o" 1@@ re(po#de#t(

SAMPLIN& DESI&N;

Ra#do% Sa%pli#$

RE&ION

Lc*#o)

K RESEAR DESI&N

e(criptie Re(earch e(i$#

3


74/102

ANAL8SIS

The o#l! pre(e#ce o" the t)o $ia#t co%pa#ie( doe(#/t %ea# a+(e#ce o" co%petitio#rather a #ec*-to-#ec* co%petitio#. a dal o" (trate$! a#d co#ter (trate$! i( all ti%epre(e#t to captre a $reater %ar*et (hare& For etracti#$ the total (tre#$th, t)oco%pa#ie( hae a )ide ariet! o" (o"t dri#*&

1& re(e#t (hare o" !or otlet= o*e 4 ep(i

35

o*e 25ep(i ep(i


77/102

DEMAND OF ORAN&E FLA7OUR

F)" )"an+e *a!)u" c)ca-c)a ha# $he =")uc$ na,e i# Fan$a an Pe=#i ha# $he

=")uc$ "an+e i# Mi"ina

F!a"or Compan Pro#u$t %eman# n '

O"an+e )ca-)a Fan$a 0

Pe=#i Mi"ina 40

I$ i# "e="e#en$e b% $he *))'in+ =ie cha"$

F!T

60%

"I#I!$

40%


78/102


79/102

EMAN OF LEAR LEMON FLACO>R

IN clear le%o# coca cola ha( (prite, ep(i ha( t)o prodct(& prodct( i# thi( are -pa#d Mo#tai# e)&

The relative demand is shown in the following table.

F!a"our Compan Pro#u$t %eman# n

'lear Le%o# oca-ola Sprite p 2@

It i( repre(e#ted +! the "ollo)i#$ pie chart&

EMAN OF FR>IT>IE

In *"ui$ juice )ca-)a =")uc$ i# Maaa an Pe=#i

=")uc$ i# Sice The e,an )* =e"cen$a+e i# #h)'n

be)'; -


Flavour Company Product Demand

in %

F"ui$ :uice )ca-)a Maaa 0

Pe=#i Sice 20

"ou&*ai& $e+

35%

,-UP

20%

Spri*e

45%


80/102

I$ i# "e="e#en$e b% $he *))'in+ =ie cha"$

EMAN OF FR>IT >IE

I# "rit jice oca-ola prodct i( Maaa a#d ep(i prodct i( Slice& The de%a#d o"perce#ta$e i( (ho)# +elo)= -


Flavour Company Product Demand in % Frit ;ice oca-ola Maaa @

ep(i Slice 2@It i( repre(e#ted +! the "ollo)i#$ pie chart

@


81/102

"aaa

)0%

S.i(e

20%

1


82/102

EMAN OF SOA

oca-ola ha( the prodct Hi#le! i# Soda a#d ep(i ha( Ere((& The de%a#d o" i((ho)# +elo)= -

Flavour Company Product Demand in % Soda oca-ola Hi#le!


83/102

A#d the "i#al a#d lo(t prodct "ro% oca-ola i( )ater HINLE? a#d the ESI i(A6a"i#a& The de%a#d o" perce#ta$e i( (ho)# +elo)= -

Flavour Company Product Demand in %

9ater oca-ola HINLE? AFINA G@

It i( repre(e#ted +! the "ollo)i#$ pie chart

1uai&a

60%

Ki&.e/

40%

EMAN OF CARIO>S AHS OF OA-OLA

3


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AH EMAN IN

2@@ ML


85/102

DEMAND OF OA-OLA AND PEPSI IN 7ARIOUS USTOMER &ROUP

O# the +a(i( o" (re! a#d )ith the help o" 6e(tio##aire& The de%a#d o" coca-cola a#dep(i i# ario( c(to%er $rop( i( pre(e#ted i# the "ollo)i#$ ta+le=-

Cu(tomer Compan %eman# o) 'MALE OA-OLA G5

ESI 35FEMALE OA-OLA 55

ESI STOMER

5

Co(a-Co.a

65%

Pepsi

35%


86/102

EMAN OF FEMALE >STOMER :RO>

The "ollo)i#$ chart repre(e#t( the de%a#d o" Fe%ale c(to%er $rop= -

Pepsi

30%

Co(a-Co.a

,0%

G


87/102

EMAN OF 0IILREN >STOMER :RO>

The de%a#d o" childre# c(to%er $rop i( repre(e#ted +! the "ollo)i#$ ie hart=

Pepsi30%

Co(a-Co.a

,0%


88/102

FINDINGS


89/102

FININ:S

Accordi#$ to the a#al!(i( the (hare o" coca cola i( G2 a#d the (hare o"ep(i i( 3&i# Lc*#o)

Fro% the a#al!(i( it i( co#clded that (ppl! i( the %ai# retailer/( pro+le%&

Accordi#$ to the a#al!(i( G


90/102

CONCLUSION

@


91/102

ONLUSION

Fro% the a#al!(i( o" the data, it ca# +e co#clded that the %ar*et (hare o" oca-

ola i( %ore tha# the %ar*et (hare o" ep(i& So it (ho)( that the de%a#d o"

oca-ola/( prodct i( %ore )ith the co%pari(o# o" ep(i prodct&

Sppl! o" ario( "laor( i( #ot ade6ate& Flaor li*e( Li%ca a#d Maaa hae a

hi$h c(to%er de%a#d, +t their (ppl! i( irre$lar& o%petitor( are ta*i#$

ada#ta$e o" thi( thi#$&

Replace%e#t procedre o" "alt! +ottle( i( er! lo)& It pro%ote( retailer(

di((ati("actio#&

It ca# +e #oticed that the co%pa#! ha( (pe#t a lot o# it( aderti(i#$ a#d (ale(

pro%otio#, it( (ale( are +etter& The o#l! thi#$ that i( lac*i#$ to (o%e ete#t i(

(erice& So +! e#ha#ci#$ the 6alit! o" (erice a#d al(o +! %odi"!i#$ (o%e o"

the rote( o" di(tri+tio#, the co%pa#! ca# $ai# %ore tr#oer( "ro% the %ar*et

)hat the co%pa#! j(t doi#$ i( j(t co#ce#trati#$ o# i#crea(i#$ the (ale( )ithot

+otheri#$ the relatio#(hip )ith the retailer(& So, i#(tead o" rel!i#$ o# ol%e o"

(ale(, the co%pa#! (hold tr! to +ild a lo#$-la(ti#$ relatio#(hip )ith the

retailer(&

1


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SUGGESTIONS

2


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SU&&ESTIONS;

A"ter doi#$ thi( project re(earch I "i#d %!(el" a+le to ($$e(t to ep(i a#d oca-

ola to +oo(t p the aaila+ilit! o" their +ra#d(=

Speri(io# o" the rote( (hold +e i%proed, +eca(e %a#! (hop( i# a rote are

#e$lected "or cople o" da!(&

Replace%e#t to +e do#e o# ti%e&

The (che%e %(t +e co%%#icate properl! to the retailer(, (o that the! are

+etter e6ipped to ha#dle the 6arrie( o" the co#(%er(&

There (hold +e proper (re! o" %ar*et a#d ha#dli#$ the 6erie( o" retailer( +!

c(to%er eectie&

3


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LIMITATIONS


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LIMITATIONS1& The "ir(t pro+le% I "aced i( i# $etti#$ the co-operatio# o" the c(to%er(&

2& The (eco#d pro+le% "aced +! %e )a( i# $etti#$ the re6ired (eco#dar! data, (orti#$

the%, photocop!i#$ a#d or$a#ii#$ the% accordi#$ to %! #eed&

3& The retailer( de to co#"ide#tial rea(o# did #ot $ie (o%e data&


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BIBLIO&RAP8

G


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BIBLIO&RAP8

BIBLIO&RAP8

I#ter#et (ite

)))&cocacola&co%

)))&pep(ico&co%

)))&$oo$le&co%

o#(lted Boo*(

Re(earch Methodolo$! +! &R& Hothari&
http://www.cocacola.com/http://www.pepsico.com/http://www.cocacola.com/http://www.pepsico.com/


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ANNEURE


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UESTIONNAIRE FOR RETAILERS

Na%e o" the otlet

Addre((

o#tact er(o# )ith ho#e N%+er

1& re(e#t (hare o" !or otlet= oca ola ep(i

2& (to%er e%a#d o" Flaor(-)i(e=

Fa!)u" )ca-)a Pe=#i

ola Th%( >p ep(i

Ora#$e Fa#ta Miri#da

lod! Le%o# Li%ca Le%o# Miri#da

lear Le%o# Sprite ->p M&e)

Ma#$o Maaa Slice

Soda Hi#le! Eerre((

9ater Hi#le! A6a"i#a

3&9hat are the de%a#d( o" ario( pac*( o" oca ola 4 ep(i

P*CK %E+*N%S IN '

2@@%l&25@D3@@%l&

5@@%l&1@@@%l&15@@%l&2@@@%l&


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UESTIONNAIRE FOR ONSUMERS;

Na%e o" the er(o#

Addre((

o#tact er(o# )ith ho#e N%+er

1& o !o co#(%e cold dri#*

7a8 ?e( 7+8 #o

2& 9hich "laor do !o pre"er

7a8 ola 7+8 Le%o# 7c8 Ora#$e 7d8 Ma#$o

3& 9hich i( !or %o(t pre"erred +ra#d

7a8 ep(i 7+8 o*e 7c8 Th%p( p 7d8 Li%ca

7e8 Maaa 7"8 Slice 7$8 e) 7h8 other

do !o pre"er(

7a82@@%l 7+825@%l 7c83@@%l

7d81ltr& et 7e8 2ltr& et

G& 9hich alter#atie SH> do !o pre"er(

7a82@@%l 7+825@%l 7c83@@%l

7d81ltr& et 7e8 2ltr& et

1@1


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K lea(e $rade the%

a& Aaila+ilit!+& ac*a$i#$

c& Ta(te

Sashank Kumar

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