Part 1

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Introduction

Introduction

RC COLA is a franchise of Alfredo M. Yao (owner of Zest-O/Asian Spirit) from Royal

Crown Cola International. Asiawide Refreshments Corporation (ARC), the countrys licensed
bottler manufacturer and distributor of U.S. Best Tasting Softdrink, known as RC Cola, since
1905. It has bottling plants in NCR, Davao, Southern, Central and Northern Luzon to respond
to the demands of an ever increasingly competitive environment in the bottling industry.
In the 1970s, R.C. cola was popular in the Philippines with its franchisee Asiawide
Beverages, after the brand disappeared for 3 decades, R.C. Cola was relaunched and now
became the third largest-selling cola brand, toppling Coca-Colas Pop Cola, and now behind
Pepsi-Cola and Coca-Cola. It also started advertising with a smooth, laid back image that it
portrayed since the 60s.
Since 1905, the refreshing taste of Royal Crown products has been delighting cola drinkers.
We're proud of our rich history and its compelling American success story. Today, that story
has grown into an international one as Royal Crown Cola International products are enjoyed
by soft drink fans around the world.
Royal Crown Cola International has always stood for a deep-rooted tradition of individual
freedom. It's that same innovative spirit that drives the way we do business today as we
continue to provide "Refreshment for a Thirsty World."
It was first introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb
Bradham, who made it at his pharmacy where the drink was sold. It was later named Pepsi
Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.[1]
Bradham sought to create a fountain drink that was delicious and would aid in digestion and
boost energy.[2]

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Background: This is the time of globalization and our world is a modernization world. So the
people living standard is being changed tremendously and for this many things are used for
people to make their life comfort to depend on. In this modern world people like to drinks
different soft drinks. There are many types of soft drinks in the world such as- coca-cola,
pepsi, Rc cola,7 up, mojo, uro cola etc .
Coca-cola Company has their own back ground. Until 1905, the soft drink, marketed as a
tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another
Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from
inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's
most popular fountain drinks, largely due to Candler's aggressive marketing of the product.
With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over
4000% between 1890 and 1900.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 became popular.
On April 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.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented
warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold
in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race
pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A
bully drink...refreshing, invigorating, a fine bracer before a race". [3] The advertising theme
"Delicious and Healthful" was then used over the next two decades. In 1926, Pepsi
received its first logo redesign since the original design of 1905. In 1929, the logo was
changed again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy
- in large part due to financial losses incurred by speculating on wildly fluctuating sugar
prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi
trademark.[4] Eight years later, the company went bankrupt again. Pepsi's assets were then
purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with
retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores'
fountains after Coke refused to give him a discount on syrup. Guth then had Loft's
chemists reformulate the Pepsi-Cola syrup formula.
On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered
the opportunity to purchase the Pepsi-Cola company and it declined on each occasion.

This is a great opportunity to know about this industry very closely through my internship
program. This market is a competitive market by nature as several soft drinks manufacturing
companies is working in the market. So here marketing is very much important to be
competitive and achieve goal and plays significant role to the business. So as a student of
marketing under school of business we should make us as an efficient business executive to
learn achieving business goal with practical knowledge. So it is mandatory for B.B.A.
student to attend an report program under BBA as a partial requirement. So that we can
achieve the practical knowledge about the business world. For this reason I have to prepare a
report about my internship program from where I achieve the practical knowledge.
This report is prepared on topic Soft Drinks company. We gather different kind of

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knowledge in this soft drinks company. We prepared our report on our own experience.

Significance:
Coca-Cola is the most recognized brand in the world and has been closely identified with
notions of consumption and democracy in the United States. Following the invention of the
drink in 1886, the Coca-Cola company was put on firmer foundations by Asa G. Chandler six
years later. By the turn of the century he had evolved a prolific advertising campaign, the
budget for which was $100,000 in 1901. Alexander Samuelson developed the Coca-Cola
bottle in 1913. Put into mass production two years later by the Root Glass Company in Terre
Haute, Indiana, the new design was a response to the company's perceived need to develop
an instantly recognizable product identity capable of protection by trademark and patent
laws. In fact, the company's design brief was to find a Coca-Cola bottle which a person will
recognize as a Coca-Cola bottle even if he feels it in the dark. The Coca-Cola bottle should
be shaped that, even if broken, one could tell at a glance what it was. The distinctive CocaCola script (as well as the name and slogan Delicious and Refreshing) had been designed
earlier by company bookkeeper and amateur calligrapher, Frank Robinson. So commercially
successful was Coca-Cola over the following decades that by the time of the Second World
War it was seen as such an evocative symbol of the American way of life that the company
undertook to supply American troops with the drink wherever they were, thus maintaining
morale. A similar strategy was repeated in the Korean and Vietnam Wars. After the war the
American industrial designer Raymond Loewy designed the distinctive streamlined red Dole
Deluxe Coca-Cola dispenser in 1947, the Dole Super dispenser in 1951, and a Coca-Cola
bottle opener in 1956. In 1954 Loewy also turned his attention to a redesign of the distinctive

original was the most perfectly designed package in the world. Loewy's brief was to give

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bottle (redesigned several times in its long history), although he acknowledged that the

the bottle a more refined silhouette. Other ideas that Raymond Loewy Associates worked
on for Coca-Cola included a drinks cooler (1945) and a truck design (1946).
Coca-Cola has continued to develop globally whilst largely maintaining the visual
characteristics of its brand identity and by the early 21st century was sold in more than 200
countries.

NEW YORK (Adage.com) -- Over the past 24 hours, adland has been abuzz about
"Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's
recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of
yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether
Michael Phelps wasn't the only one hitting that bong.

See the 27-page document purported to be

the thinking behind Arnell Group's recent

"Breathtaking" theorizes consumers will feel a gravitational pull elicited by the new logo,
one that will lead consumers to fill its shopping carts with Pepsi. At its most extreme, the
presentation compares the reimagined Pepsi globe logo to the Earth's magnetic fields and
the sun's radiation. "Emotive forces shape the gestalt of the brand identity," it muses.

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revamping of Pepsi's logo.

Um, ok.
Some have suggested the document an internet hoax, or even a viral-marketing campaign
from Arnell Group, the Omnicom Group agency that's led by Peter Arnell, the design guru
who has had his hands all over brands from Chrysler to Home Depot and, recently,
Tropicana.
But there is no shortage of ego for Mr. Arnell. Consider this is the same person who just
last month compared a 3-D Super Bowl spot created by his agency to as historic a moment
as Thomas Edison's invention of motion pictures. Of course, then there's this:
"When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for
a month and tuck myself away and just design it and study it and create it," Mr. Arnell said
earlier to Ad Age. "There was a lot of research, a lot of consumer data points ... and
dialogue that I had with the folks at Pepsi, consumers and retailers. We knew what we
were doing."

In the 1930s, Alex Osborn, with BBDO, made them an ad campaign, in which was
included the following slogan: "The season's best."
The 1940s featured a magazine advertising campaign with actress Lizabeth Scott as the
face, next to the slogan "RC tastes best, says Lizabeth Scott".
In the 1960s, Royal Crown Cola did an ad campaign featuring two birds, made by Jim
Henson
Nancy Sinatra was featured in two Royal Crown Cola commercials in her one hour
special called "Movin' with Nancy" featuring various singers in November 1967. She sang
"it's a mad, mad, mad Cola... RC the one with the mad, mad taste!...RC! "
Royal Crown was the official sponsor of New York Mets off and on at times during the
1960s, 70s and 80s. A television commercial in the New York area featured Tom Seaver,
New York Mets pitcher, and his wife, Nancy, dancing on top of a dugout at Shea Stadium
and singing about RC Cola... "the mad, mad, mad, mad Cola! RC, the one with the mad,
mad taste! RC, RC, RC, RC...." (Commercial fades out).
In the mid 1970s, Royal Crown ran an advertising campaign called "Me & My RC",
the most famous of which featured actress Sharon Stone delivering pizza on a skateboard.
Others featured people in a variety of scenic outdoor locations. The jingle, sung by Louise
Mandrell, went "Me and my RC! Me and my RC!..What's good enough for anyone else,
ain't good enough for me."
RC was introduced to Israel in 1995 with the slogan "RC: Just like in America!"
Bell Buckle, Tennessee, hosts the annual RC Cola and Moon Pie Festival

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So what does such a "breathtaking" redesign cost, anyway? Ad Age earlier reported that
experts estimate the cost for a top firm to work five months at north of $1 million. But
that's just the beginning. The real cost, said an expert, is in removing the old logo
everywhere it appears and putting new material up. When you add up all the trucks,
vending machines, stadium signage, point-of-sale materials and more around the world, it
could easily tally several hundred million dollars, the expert said.

way of life through ubiquitous, effective advertising. The patriarchal Woodruff passed on
every major company decision until his death in 1985 at the age of ninety-five.
During World War II, Coca-Cola was deemed an essential morale booster for American
troops overseas, and Coke employees established bottling plants behind the lines, thus
positioning the company for swift global expansion in the postwar world. In France and
elsewhere during the early 1950s, communists spread rumors that Coke destroyed health and
virility, but efforts to halt the soft drink's international expansion failed.
Beginning in the depression era, Pepsi-Cola arose as a fierce competitor, offering more drink
for a nickel. Coke finally matched Pepsi ounce for ounce and offered Sprite, Fanta, and other
drinks from the 1960s on ward. In the 1980s and 1990s, the aggressive chief executive officer
Rober to Goizueta revolutionized the company, giving the revered Coke name to Diet Coke
and in 1985 changing the flavor of Coca-Cola in the New Coke disaster. Ironically, this
marketing blunder reinvigorated sales of Classic Coca-Cola when the company brought it
back after a three-month hiatus. Following brief forays into diversification, notably in
Columbia Pictures, Goizueta refocused the company solely on soft drinks. Under his
leadership the share price shot up. Following Goizueta's death in 1997, the company entered
a difficult period during which its stock declined.

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Although the "cola wars" continued into the twenty-first century, Coca-Cola remained the
world's preeminent soft drink. The world's most widely distributed product at that time,
"Coca-Cola" was reputedly the second best-known word on Earth after "okay." The history
of Coca-Cola provides a case study in modern image marketing, in which a fizzy soft drink,
mostly sugar water, assumed massive symbolic weight for both critics and advocates.

Scope of the Report:

This report has been asked to prepare for gathering soft drink company current market
position based on the customer opinion and company position.. This report is covered by the
coca cola soft drinks company. . Hopefully this report can cover the overall market situation
of coca cola company and its customers satisfaction area through which marketing manager
and other concerned managers can get actual current information about the market and can
take necessary steps and strategy which can help to attain the business and marketing goal.
We can also gather knowledge from this report about this industry.

1.4. Objectives:
Customer satisfaction related to marketing mix of Soft drinks company.
1.4.1. Broad/ General:
The major objective of this report is to identify & analyses the customer satisfaction level
and find out the opportunity for this company
1.4.2. Short/ Specific:
To find out problem related to the soft drinks company.
To provide some solution regarding to current marketing state of coca cola company..
To analyze the customers perception about the products and these provided services.
To analyze current marketing strategies practiced by soft drinks.
To identify the marketing mix of soft drinks.

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To analyze the current state

1.5. Methodology:
1.5.1. Type of research: It is a exploratory research.
1.5.2. Sources of Data:
1.5.2.1. Primary: Data organized by the researcher for the specific purpose of
addressing the research problem.
1.5.2.2. Secondary: Data collected for some purpose other then the problem at
hand.
1.5.3. Data collection procedure:
1.5.3.1. Secondary: Company profile, Magazine, News paper add, Annual reports
were used as secondary.
1.5.3.2. Primary: Customer survey, observation, in-depth interview were conducted
to collect primary data.
1.5.4. Questionnaire:
1.5.4.1. Size: 3 page an a4 size paper.
1.5.4.2. Administer time: Average 15 minutes per questionnaire.
1.5.4.3. Type: Both close ended and open ended questions are used in the
questionnaire.
1.5.5. Sampling plan:
1.5.5.1. Population: All the consumer whole the world who face problem to drinks
different soft drinks.

o
o
o
o
o
o
o
o
o

Muhtar Kent
Herbert A. Allen
Ronald W. Allen
Cathleen P. Black
Barry Diller
Alexis M. Herman
Donald R. Keough
Maria Elena Lagomasino
Donald F. McHenry

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1.5.5.2. Sample element: Individual customer.

1.5.5.3. Sample Frame: There was many sample frame found in the soft drinks
company

Sam Nunn
James D. Robinson III
Peter V. Ueberroth
Jacob Wallenberg
James B. Williams

o
o
o
o
o
o
o
o
o
o
o
o
o
o
o

Muhtar Kent
Ahmet C. Bozer
Eurasia & Africa Group
Dominique Reiniche
Europe Group
Jos Octavio Reyes
Latin America Group
J. Alexander M. Douglas, Jr.
North America Group
Glenn G. Jordan S.
Pacific Group
Irial Finan
Bottling Investments
Javier C. Goizueta
McDonald's Division

o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o

Alexander B. Cummings
Harry L. Anderson
Jean-Michel R. Ars
Ceree Eberly
John M. Farrell
Gary P. Fayard
Rick Frazier
Eddie R. Hays, Ph.D.
Ingrid Saunders Jones
Bilal Kaafarani
Brian P. Kelley
Geoffrey J. Kelly
John C. Reid
Ann T. Taylor
Joseph V. Tripodi
Clyde C. Tuggle

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o
o
o
o
o

1.6 Limitation:

There are many limitation of collect soft drinks data. We know the
several name of soft drinks such as- Coca cola, 7up , Pepsi, Mojo, Urocola,
Fanta ,Rc, Vargin etc. But we observe that there has not available information in
the internet. Only coca-cola have enough information. But other soft drinks
company cant show people information. Such as 7up,Mojo,Urocola,can,t show
their main logo. General people cant understand whats their main logo. They
cant express their market position, their market expenditure, their product quality,
their product history etc. This all great many problem and for this courses we have
to suffer many problem to create this report.
Our other limitation is to collect properly data from the people. We make a
questionnaire to collect different data which is link with our report but people cant
help us, they cant give us their time and they also talk a little bit this make us to
hesitated and this also create problem to collect data. Other side we have another
limitation to collect data that is where we complete our report we have face
electricity problem. This hamper our work we cant do our work easily.
Having this limitation we try to complete our report and we successfully do
this. If we dont have any problem to collect our reporting data then we can easily
fulfill our work.
1. Lack of time for conducting a large scale survey.
2. Lack of customer co-operation.
3.Lack of Records: Sufficient books, publications, facts and figures are not
available. These constraints narrowed the scope of accurate analysis.
The research only covers the customers of soft drinks whole the world.

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4.

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Part 2
Company Profile

Background:
The Coca-Cola Company
The Coca-Cola Company exists to benefit and refresh everyone it touches.
Founded in 1886, the Company is the world's leading manufacturer, marketer,
and distributor of nonalcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. The corporate headquarters are in
Atlanta, with local operations in over 200 countries around the world.

The Coca-Cola Company is the worlds largest beverage company and the
leading producers of soft drinks, with four of the worlds top five brands (CocaCola, Diet Coke, Fanta Orange, and Sprite). Throughout the worlds largest
distribution system, consumers in more than 200 countries enjoy the
companys products at a rate of 685 million servings each day.

Coca-Cola
The most recognized brand name in the world got its start in an Atlanta
pharmacy, where it sold for five cents a glass. Coca-Cola originated in May
1886. When according to legend pharmacist Dr. John Styth PEMBERTON first
produce syrup for Coca-Cola in a three legged brass pot in his Atlanta, Georgia
backyard. The name Coca-Cola, registered as a trademark on January 31,
1893. The name was based on two of the drink's constituents: extracts from
coca leaves and from the coca nut.

led to wider distribution of the refreshing beverage. Large scale bottling

becomes possible in 1899. Today the syrup and concentrates of Coca-Cola

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Coca-Cola was first bottled in 1894, which created, in marketing concept that

Companies soft drink product are sold to local bottlers around the world, most
of who are independent businessmen. The bottlers package, market and
distribute the products in specific territories.

Name

Launched Discontinued Notes

Coca-Cola

1886

Picture

The original version of Coca-Cola.

Caffeine-Free
1983
Coca-Cola

1985

New
Coke/"Coca- 1985
Cola II"
Coca-Cola
with Lemon

2001

2002

Still available in Yap and American

Samoa

2005

Still available in:

American Samoa, Austria, Belgium,
Brazil, China, Denmark, Federation

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Coca-Cola
Cherry

Was available in Canada starting in

1996. Called "Cherry Coca-Cola
(Cherry Coke)" in North America
until 2006. Zero-calorie variant
(Coca-Cola Cherry Zero) also
currently available.

of Bosnia and Herzegovina, Finland,

France, Germany, Hong Kong,
Iceland, Korea, Luxembourg,
Macau, Malaysia, Mongolia,
Netherlands, Norway, Reunion,
Singapore, Spain, Switzerland,
Taiwan, Tunisia, United Kingdom,
United States, and West Bank-Gaza
Still available in:

2002

2005

It was reintroduced in June 2007 by

popular demand

2007

Coca-Cola C2 2003

2007

Was only available in Japan,

Canada, and the United States.

Coca-Cola
with Lime

2005

Available in Belgium, Netherlands,

Singapore, Canada, and the United
States.

Coca-Cola
Raspberry

June 2005 End of 2005

Was only available in New Zealand.

Coca-Cola
Zero

2005

Coca-Cola
M5

2005

Only available in Federation of

Bosnia and Herzegovina, Germany,
Italy, Spain, Mexico and Brazil

Coca-Cola
Black Cherry 2006
Vanilla

Middle of
2007

Coca-Cola
Blk

Beginning of Only available in the United States,

2008
France, Canada, Czech Republic,

2006

Was replaced by Vanilla Coke in

June 2007
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Coca-Cola
Vanilla

Austria, Australia, China, Germany,

Hong Kong, New Zealand (600ml
only) Malaysia, Sweden (Imported)
and Russia. Was called "Vanilla
Coca-Cola (Vanilla Coke)" during
initial U.S. availability.

Slovak Republic, Federation of

Bosnia and Herzegovina, Bulgaria
and Lithuania
Coca-Cola
Citra

2006

Only available in Federation of

Bosnia and Herzegovina, New
Zealand and Japan.

Coca-Cola
Light Sango

2006

Only available
Belgium.

in

France

and

Caleb Bradham of New Bern, North Carolina was a pharmacist. Like many pharmacists at
the turn of the century he had a soda fountain in his drugstore, where he served his
customers refreshing drinks, that he created himself. His most popular beverage was
something he called "Brad's drink" made of carbonated water, sugar, vanilla, rare oils,
pepsin and cola nuts.
"Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in 1898 after
the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradham wisely bought the
trade name "Pep Cola" for $100 from a competitor from Newark, New Jersey that had
gone broke. The new name was trademarked on June 16th, 1903. Bradham's neighbor, an
artist designed the first Pepsi logo and ninety-seven shares of stock for Bradham's new
company were issued.
After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on the
fluctuations of sugar prices during W.W.I, believing that sugar prices would continue to
rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory. Pepsi
Cola went bankrupt in 1923.

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In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president, Charles G.
Guth who reformulated the popular soft drink. Goth struggled to make a success of Pepsi
and even offered to sell Pepsi to the Coca-Cola company, who refused to offer bid.

Type

Cola

Manufacturer

PepsiCo.

Country of origin

United States
1898

Introduced

June

(as
16,

1903

Brad's
(as

Drink)
Pepsi-Cola)

1961 (as Pepsi)

Coca-Cola

RC COLA is a franchise of
Alfredo M. Yao (owner of ZestDr
Pepper O/Asian Spirit) from Royal Crown
Cola International. Asia wide
Related products
7
Up Refreshments Corporation (ARC),
Irn
Bru the countrys licensed bottler
Cola
Turka manufacturer and distributor of
U.S. Best Tasting Soft drink,
Big Cola
known as RC Cola, since 1905. It
Website
http://pepsi.com/
has bottling plants in NCR, Davao,
Southern, Central and Northern
Luzon to respond to the demands of an ever increasingly competitive environment in the
bottling industry.
Fanta

In the 1970s, R.C. cola was popular in the Philippines with its franchisee Asia wide
Beverages, after the brand disappeared for 3 decades, R.C. Cola was relaunched and now
became the third largest-selling cola brand, toppling Coca-Cola's Pop Cola, and now
behind Pepsi-Cola and Coca-Cola. It also started advertising with a "smooth, laid back"
image that it portrayed since the 60s.

Type

Cola
Cott Beverages/

Manufacturer

Dr Pepper Snapple
Group

Country of origin

United States

Introduced

1905

Related products

Coca-Cola, Pepsi

The world is changing all around us. To

continue to thrive as a business over the next
ten years and beyond, we must look ahead,

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Mission, Vision & Values

understand the trends and forces that will shape our business in the future and move
swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what
our 2020 Vision is all about. It creates a long-term destination for our business and
provides us with a "Roadmap" for winning together with our bottling partners.

Mission of Coca cola

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference.

Vision of Coca-cola

Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can
be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our
overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.

Our values serve as a compass for our actions and describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius

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Live values:

Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious

Mission of Pepsi
Our mission is to be the world's premier consumer products company focused
on convenient foods and beverages. We seek to produce financial rewards to
investors as we provide opportunities for growth and enrichment to our
employees, our business partners and the communities in which we operate.
And in everything we do, we strive for honesty, fairness and integrity.

Vision of Pepsi
"PepsiCo's responsibility is to continually improve all aspects of the world in
which we operate - environment, social, economic - creating a better tomorrow
than today."
Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.

Goal of Pepsi
At PepsiCo, we're committed to achieving business and financial success while
leaving a positive imprint on society - delivering what we call Performance
with Purpose.
Our approach to superior financial performance is straightforward - drive
shareholder value. By addressing social and environmental issues, we also

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deliver on our purpose agenda, which consists of human, environmental, and

talent sustainability.

Vision and Mission of Coca cola

The company does not have a written formal vision statement. The succeeding information is
based on Zest-O Corporations Vision and Mission.

Vision:
To be the leading food and beverage Filipino company competing with the multinational
companies.

Mission:
Our mission is to be the leading manufacturer and distributor of juices, dairy and related
food products that best satisfy the growing needs of the customers. This, for us is the
means by which we can effectively participate in the social and economic development of
the communities we serve, promote professional growth and well-being of our employees,
maintain mutually profitable relationship with our trade partners and achieve growth level
equal to or better than the norms of the food industry.
Current position of the company in the market/industry, market share
The leading company in the market in 2005 was San Miguel Corporation/CCBI. The
second-largest player was PepsiCo, Inc. with Nestle S.A. in third place.

SWOT ANALYSIS

What is SWOT Analysis?

A SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats and is a simple and

The best way to understand SWOT is to look at an actual example: AMT is a computer store in a
medium-sized market in the United States. Lately it has suffered through a steady business decline

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powerful way to analyze your company's present marketing situation.

caused mainly by increasing competition from larger office products stores with national brand names.
The following is the SWOT analysis included in its marketing plan.
STRENTH:
Knowledge: Our competitors are retailers, pushing boxes. We know systems, networks, connectivity,
programming, all the VARs, and data management.
Relationship selling: We get to know our customers, one by one. Our direct sales force maintains a
relationship.
History: We've been in our town forever. We have loyalty of customers and vendors. We are local.

WEAKNESSES:
Costs: The chain stores have better economics. Their per-unit costs of selling are quite low. They aren't
offering what we offer in terms of knowledgeable selling, but their cost per square foot and per dollar of
sales are much lower.
Price and volume: The major stores pushing boxes can afford to sell for less. Their component costs
are less and they have volume buying with the main vendors.
Brand power. Take one look at their full page advertising, in color, in the Sunday paper. We can't
match that. We don't have the national name that flows into national advertising.
OPPORTUNITIES:
Local area networks: LANs are becoming commonplace in small business, and even in home offices.
Businesses today assume LANs as part of normal office work. This is an opportunity for us because
LANs are much more knowledge and service intensive than the standard off-the-shelf PC.
The Internet: The increasing opportunities of the Internet offer us another area of strength in
comparison to the box-on-the-shelf major chain stores. Our customers want more help with the Internet,
and we are in a better position to give it to them.

and Internet usage, training is more in demand. This is particularly true of our main target markets.

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Training: The major stores don't provide training, but as systems become more complicated, with LAN

Service: As our target market needs more service, our competitors are less likely than ever
to provide it. Their business model doesn't include service, just selling the boxes.

THREATS:
The computer as appliance: Volume buying and selling of computers as products in boxes,
supposedly not needing support, training, connectivity services, etc. As people think of the computer in
those terms, they think they need our service orientation less.

The larger price-oriented store: When we have huge advertisements of low prices in the
newspaper, our customers think we are not giving them good value.
SWOT analysis is a simple framework for generating strategic alternatives from a situation
analysis. It is applicable to either the corporate level or the business unit level and
frequently appears in marketing plans. SWOT (sometimes referred to as TOWS) stands for
Strengths, Weaknesses, Opportunities, and Threats. The SWOT framework was described
in the late 1960's by Edmund P. Learned, C. Roland Christiansen, Kenneth Andrews, and
William D. Guth in Business Policy, Text and Cases (Homewood, IL: Irwin, 1969). The
General Electric Growth Council used this form of analysis in the 1980's. Because it
concentrates on the issues that potentially have the most impact, the SWOT analysis is
useful when a very limited amount of time is available to address a complex strategic
situation.

SWOT Analysis
SWOT analysis helps to identify the firms core competitive advantages as well as the weaknesses. It also helps to identify the potential
opportunities and evaluate the threats that the firm might face in future.

A company such as Coca-Cola has a lot of strong points. Its survival and leading position in the market place stands attest to this fact.
But it also has weakness and faces a lot threats from its competitors. So in this aspect, Tabani Beverage Co. limited also faces similar
kinds of threats and opportunities. The SWOT analysis of Tabani Beverage Co. limited is as follows,

On the basis of their product, there are some strengths of Tabani Beverage. These are as given
below:

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STRENGTH

Quality of the product is strictly maintained by the organization.

There is a quality control board to monitor products quality. That is why coke is the No.1 product
in the beverage market. Tabani Beverage strictly follows guidelines The Coca-Cola Company at
every stage of manufacturing and procures its raw materials (syrup) from the very best sources.
The organization avoids using artificial color, which is very harmful for health.
Tabani Beverage mission statement: Coca-Cola means quality, quality is our motto.
On the basis of their marketing strategy, there is also some strength of Tabani Beverage. These
are as given below:
They give liner promotions, scratch card to the consumers, so that they purchase more and more.
They also give free bottles with cases under their sales promotion program to the retailers so that
the retailers might be inspired to sell coke more.
Tabani Beverage is operating in a convenient location and it is near to the concentrated customer
groups.
The marketing channel of Tabani Beverage is very much efficient.
They have large number of skillful and dedicated employees.
Tabani Beverage distributes in Dhaka city and the key factor is that the number of consumer is
highest in Dhaka.
Sales promotion- Consumer also wants sales promotion with their favorite beverage and Tabani
Beverage also gives sales promotion both to the consumers and retailers

WEAKNESS
Each company has its weaknesses. On the basis of product, the weaknesses of Tabani Beverage are
specified as below:
Tabani Beverage does not have any manufacturing plant to plastic bottle and cans.
They do not produce 1.5 and 2 liter pack size.
On the basis of their marketing strategy their weaknesses are discussed as below:

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Tabani Beverage thinks that they are incomparable with the domestic company.

Tabani beverages advertisement is less than other competitive companies are because as the
company believes its the number one product, they think they do not need to advertise more.
It is a semi government organization that is why there are so many limitations and they have to
maintain some rules and regulations that cause problems.
They are not interested in sponsorship.
They said that they are the market leader in the beverage market. But according to our survey
consumers are thinking that coke need more advertisement for keep their sales volume.
They do not continued collaboration with any theme park. But their competitors do so.
As Tabani Beverage is a semi government organization, there is a lack of professionalism in
their total management of the organization.
Due to various bureaucratic problem and excess of formalities, the company management takes
quite a long time in taking a vital decision.

OPPORTUNITY
Opportunities are positive trends in external environmental factors. Tabani Beverage has some
opportunities, which are illustrated below:
Because of Coca-Cola is a branded product it has a unique opportunity to expand their business
in the beverage market.
As it is a popular product so it has captured a significant portion of market share.
If they start to produce plastic bottles and cans they can put on most business share.
They can increase their sales by advertising more.
If they construct a manufacturing plant to produce pet bottle they can gain more market share.
Tabani Beverage can give more options to the consumers by producing 1.5 liter bottle.
They distribute their 175ml bottle only in rural areas. But it might become popular in the urban

THREATS

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areas if it will distribute in there also.

Pepsi and other competitor beverage companies can take over the market share of coca-cola by
providing any unique feature.
Pepsi sponsored most of the fast food joints, which is a threat for Coca-Cola.
Tabani Beverage think as if they are the best one and this thought can be a threat for them as
they dont know what would be the actual situation in future.
They are not really concerned about huge advertising and sales promotion. Very few consumers
could remember that when they last saw the ad on coke in TV. (see what customers think about
their advertising policy in appendix-3)
Based on the SWOT analysis we can say that Tabani Beverage Co. Limited has a strong position in
the market place but they need to look at the threats and weaknesses more thoroughly and exploit
the opportunities if they are to retain their number one position in the market place.

SWOT ANALYSIS OF PEPSI-COLA

The following table shows the internal and external factors affecting the market
opportunities for PepsiCo. This SWOT analysis also shows PepsiCo's internal strengths
such as their experienced management team, a competitive product line, a global
marketing realm, and the continuous efforts by their research and development to research
trends in the industry and to be creative in exploiting those trends. Some possible
opportunities noted in the SWOT analysis are the growing markets for specialized ethnic
foods and healthier food products. Another opportunity is that the income of consumers is
high enabling them to be less price sensitive, and convenience is becoming evermore
important not only to the United States but to many countries around the world.

Internal Factors
Strengths

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Although PepsiCo has much strength, a few weaknesses lie in the fact that the company is
so large and could possibly lose focus or have internal conflict problems. A few of the
threats PepsiCo must stay aware of are the ease of reliability of its product line, the almost
pure competition in pricing for its products, and the quickness of technological advances
causing existing products to be no longer the most advanced.

Weaknesses
Management
Experienced, broad base of interests and knowledge
Large size may lead to conflicting interests
Product Line
Unique, tastes good, competitive price, and convenient
New one calorie products have no existing customer base, generic brands can make similar
drinks - cheaper
Marketing
Diverse, and global awareness
May lose focus, may not be segmented enough
Personnel
International, diverse positions
Possible conflicts due to so many people, possible trouble staying focused
Finance
High sales revenue, high sale growth, large capital base
High expenses, may have trouble balancing cash-flows of such a large operation
Manufacturing
Low costs and liabilities due to outsourcing of bottling

Research & Development

Continuous efforts to research trends an reinforce creativity

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Lose control and quality standards

May concentrate too much on existing products, intra-preneuralship may not be welcomed

External Factors
Opportunities
Threats
Consumer/Social
Huge market in the healthy products and growing market for specialized foods for ethnic
groups
More expensive products than Coke, such a high price may limit lower income families
from buying a Pepsi product
Competitive
Distinctive name, product and packaging in with regards to its markets
Not entirely patentable, constant reliability by competitors
Technological
Internet promotion such as banner ads and keywords can increase their sales, and more
computerized breakdowns, viruses and hackers can reduce efficiency, and must constantly
update products or other competitors will be more advanced

Economic
Consumer income is high, more tend to eat out, convenience is important to U.S.
Very elastic demand, almost pure competition

High U.S. Food & Drug Administration standards eliminate overnight competitors
manufacturing and ordering processes can increase their efficiency.

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Legal/Regulatory

Page51

Part 3
Theoretical Aspects

THE COMPETITIVE ENVIRONMENT

The competitive environment is a dynamic nature affects the

level of competition that an organization faces and the future profitability of organizations.
It has been suggested by Thompson and Strickland (1995) that when crafting an strategy

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INTRODUCTION:

one of the major tasks facing decisions makers is an assessment of the companys external
environment in particular the industry and
competitive conditions in which the
organization operates.
Organizations will always attempt to reduce the dynamism and certainty
in the market in which they trade. The huge sums of money that some organizations invest
in research and development and advertising may be necessary to maintain the
organizations position in the market and raise a barrier to prevent others from entering
that market.
Michael Porters (1980) structural analysis of competitive forces ( the
five forces model) establishes the factors which determine industry profitability and
competitiveness. This model originates from the traditional approach and provides a useful
basis from which strategies can begin to build a picture of their competitive position.
Competitor analysis can also be used in conjunction with the five forces model to create a
more in depth analysis of the position.

THE TRADITIONAL ECONOMIC VIEW:

The basic economic problem is how to allocate scarce resources among the
almost limitless wants of consumers in society. Choices have to be made about what and
how to produce and for whom goods and services should be produced.
Two types of economy:
1. Command Economy
2. Market Economy

Command economy:
In a command economy the question of allocating resources are
answered by the state. The state decides the volume of resources produce, types of goods
and services produced, type of work each citizen will do, level of pollution control.

Within this system the consumer is king. Choice made by consumers

directly affect into the allocation of resources in the economy.

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Market economy:

Demand & supply condition determine the resource allocation.

Price mechanism allows people to buy what they want subject to income
constraints.
Price mechanism:

The nature quality if what is produced will be influenced by consumer preferences.

Structure-conduct performance (S-C-P) approach:

The traditional microeconomic view of competition concentrates on the role of market
structure in the market economy.
This view is based on the S-C-P approach

Factor
Influencing
Demand

Factor
Influencing
Supply
Basic Condition

Marketing Structure:
No of firm & condition
Entry condition
Level of vertical integration
Diversification

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Established market

Conduct:
Goal of the firm, price and output decision
Degree of co-operation & interdependence.
Anticompetitive practices, advertising

Performance:
Output, growth, profitable,
Employment & efficiency

The level of competition is based largely on:

1.

The nature of the product or service:

Identical or homogeneous product low competition
Differentiated or heterogeneous high product

2.

Number of firms and concentration:

As the number of organizations in the market rises competition increases and the ability of
organizations to product their profit declines.

Market concentration can be measured by the concentration ratio (CR)

The n-firm concentration ratio is the market share of the n largest firms in an
industry.
Ex: Industry turnover
= $50 million
The 5 largest company share
= $35 million
So, CR(5)={(35/50)*100= 70%= 70}

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Concentration:
Concentration measures the share that the largest companies have of the
total market outputs and reveals the extent of the domination by those large companies.

The concentration ratio should be give an indication of the amount of competition

within an industry. Industries with low concentration ratios may be more competitive.
1. Market entry conditions:
Many market presents severe barriers to entry to prospective competitors
while in others barriers are almost non-existent . It is clearly easier to open a small
restaurant than to establish a formula one racing term! The barriers are each case is
different .Barrier to entry can be categorized into two groups: so called

Barriers erected deliberately

Innocent barriers
Barriers erected deliberately

Raised strategic barriers . Ex: new technology, advertising, multiple

brand. In some cases incumbents may take action to restrict entry.
This could involve increasing expenditure on R& D the introduction of new technology
advertising or by rewarding customer through fidelity rebates. It is difficult for a new
entrant to establish a large market niche with only one product.
Unilever raised strategic barriers in the United Kingdom ice cream
market by providing freezers free of charge to shop who stocked their brands. Retailer
could only store Unilever products in those freezers competitors were frozen out.

Innocent barriers

Innocent barriers arise when an organization has absolute cost

advantages. In this case incumbent organization is able to produce at such a cost that it
is uneconomical for another organization to entry to enter the market because its units
costs are in comparison much higher . The unit cost is the cost of producing one unit of
output . In this situation organization are said to benefit from economies of scale.
Barriers to entry will be investigated in more detail below.
Economies of scale
Experience curve

Economies of scale:

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If the MES (the minimum efficient scale of production) is larger in relation to

the total market demand then it will be almost impossible for a new entrant to enter the
market successfully.
The possibility of successful entry into the market is slim unless the
organization were able to target a particular segment of the market that is regarded as
unimportant by the incumbents. The new entrant would still face a tough struggle as it
would be a formidable task to establish a brand image and customer recognition over a
very narrow product range.

The incumbents in the market did not realize the subtle changes that were occurring.
Rather than operating in a secure stable national market protected from competition by the
high costs of transportation and communication or by the ignorance of foreign companies
they were now in an international market competing against knowledgeable and efficient
overseas revalues. Global competition can wipe out previously concrete advantages .
Organizations need to be able to respond to change quickly if they are to survive in the
fiercely competitive global market.
It is not only economies of scale that confer advantages on
organizations. We can use the experience curve phenomenon to further illustrate how
advantages of incumbency can occur to organizations.

Experience curve:
. The experience curve effect provides additional insight into the problems of
entering a market. The experience curve was first described and popularized by the
Boston Consulting Group ( BCG ) an American consultancy company in 1968

According to BCG there is a direct and constant relationship between aggregate growth
in volume of production and declining cost of production.

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BCG observed during studies of company performance that incumbent in any

market segment benefited from the experience that they had accumulated the study
showed a direct and constant relationship between aggregate growth in volume of
production and declining cost of production .
Experience curve savings are particularly important if price levels for a product are
relatively similar because what makes a company more profitable than its competitors of
the level of its costs if an organization can increase output relative to its competitors than
it will move down the experience curve more quickly reducing costs and thus widening
cost differentials.

BCG put forward three reasons why the fall in units costs may occur
according to experience curve:

Learning
Specialization
Economy of scale

1. Learning:
As tasks are undertaken more frequently individuals can be learn and
become more proficient at their work. The organizational process also become efficient.
It is important to understand that organizations as well as individuals learns and become
more proficient at their work labor cost should decline . Similarly an organizations should
be able to learn and put in place efficient system and procedures which should also
translate into cost savings . Learning is likely to be the most important com potent in the
experience curve for organizations in high technology industries, Maintenance of learning
and its conversion into organizational knowledges a key element of competitive
advantages for many high tech companies.

2. Specialization:
It becomes increasingly possible to design narrow and focused jobs as
scale of production grows. Fords car plants were at the forefront of this move into the
1920s and 1930s. Increasing specialization through the division of labor should bring
advantages. These are summarized by Beard Shaw (1992):

increase in skill and dexterity

time savings through reducing down time
individual aptitudes can be utilized
machinery can be further utilized
breaking down the process into separate tasks.

The market for goods and services:

Monopoly:

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Here we try to understand the different competitive environment that organizations will
face in different market structure.

- The economic view:

Economists view monopolists as the sole supplier of an
industrys output. Producing ,goods and services for which no substitute is available.
-

The view of the authority: In the UK an organization is said to be a monopoly if it

has over 25% of relevant regional or national market.

Problem associated with monopoly:

Restriction of output
Price fixing
Regulation of terms of supply
Removal or consumer choice
Control of monopoly power: Privatization, Regulation.

Oligopoly:

Organizations are interdependent

Thus some sort of stability occurs in the pricing
Concentration ratio is high

Collusion:

It means collaboration. The aim is to jointly reduce uncertainty prevent entry into
the market and maximize profit.
It tends to raise prices and control output.
Explicit collusion: It usually referred to as a cartel prices are fixed and output or
sale are allocated to each member or the cartel. EX: OPEC
Implicit collusion: In the case of implicit collusion a price leader may materialize
within an industry and other organizations tacitly follow.

The breakdown of collusion: The major problem associated with collusion is the
temptation for organizations to cheat and so ignore any agreement.

A large number of organizations with differentiated products.

No barriers to entry
Product innovation is important
One of the features of monopolistic competition is the high level of advertising as
organizations attempt to maintain or improve their position in the marketplace.

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Monopolistic competition:

Monopolistic Oligopoly Monopoly

Characteristics Perfect
competition
No. and size of
Sellers

Many, small

Type of product

Homogenous

Entry barriers

None

CR%
Examples

0
Fruit and
Vegetable
Marketer

Many, small

Differentiated

Few, large

One, no
Close
Substitute

Diff or
Homog.

One

None

Low, some

High

Low

High

100

High street
Clothes
retailers

Airlines,
Car,
Manufac.

Regional
Water
Boards

Structural analysis of competitive forces:

The collective strengths of five forces determine the state of competition and
therefore the ultimate profit potential within and industry.
Potential Entrants
(Threat of
mobility)

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Porters argues that understanding industry structure must be the starting point for
strategic analysis

Suppliers
(Supplier
power)

Industry
Competitors
(Segment rivalry)

Buyers
(Buyer
power)

Substitutes
( Threats of
substitutes)

Rivalry among competitors:

The number and relative size of competitors within and industry.
The rate of growth in an in industry
Cost conditions
Lack of product differentiation
High exit barriers
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Threat of entry:

New entrants bring new capacity , new resources and desire for market share.
Source of barriers
-

Product differentiations
Economics of scale and absolute cost advantages:
# Access to raw materials
# Favorable location
# Product know- how and experience curve advantages

Legal barriers
Capital requirements
Access to distribution channels
Threat of retaliation

Threat of Substitution
-

Sources threat depend on:

The propensity of the buyer to substitute

Switching costs
The relative price and performance of substitutes

Bargaining power of buyers and suppliers:

- Reason for sensitivity:
Buyers switching cost
The product is important to the buyer.
Product represents a high proportion of total cost.
Purchased in high volume
Profitability of buyer Industry is low.

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Conclusion:

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We have seen in this chapter that the structure of the market has a direct impact on
the competition that an organization faces . Its however evident that market structure does
remain static. Todays monopoly could be tomorrows competitive cockpit. Organizations
face dynamic and changing competitive environment. International-competitors are
becoming the barometer by which we measure the success of all organizations.
Organizations cannot rest and remained satisfied with their past
achievements. It is important to develop and maintain mechanisms with which to sense
environmental changes.

Part 4
Analysis & Findings

Many soft drinks contain ingredients that are themselves sources of concern: caffeine is
linked to anxiety and sleep disruption [13] when consumed in excess, and the health effects
of high-fructose corn syrup and artificial sweeteners remain controversial. Sodium
benzoate has been investigated as a possible cause of DNA damage and hyperactivity.
Other substances have negative health effects, but are present in such small quantities that

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The consumption of sugar-sweetened soft drinks is associated with obesity, type 2

diabetes, dental cavities, and low nutrient levels. Experimental studies tend to support a
causal role for sugar-sweetened soft drinks in these ailments, though this is challenged by
other researchers. "Sugar-sweetened" includes drinks that use High-fructose corn syrup, as
well as those using sucrose.

they are unlikely to pose any substantial health risk. Benzene belongs to this category: the
amount of benzene in soft drinks is small enough that it is unlikely to pose a health risk.
In the analysis of the soft drinks that how much the popularity in Bangladesh. We are
showing the popularity of the soft drinks in Bangladesh that is Table and Figure- 1.
Table- 1

Coca-Cola

50%

Pepsi

40%

RC Cola

10%

In this case, the soft drinks in Bangladeshi people are linking and preferable of the age. We
are discuss of the soft drinks in the people are preferable and showing Table and Figure- 2.

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Popularity of the Soft Drinks in Bangladesh

Table- 2

Liking soft drinks for level of age

AGE

Preferable (%)

13-20

20

21-30

40

31-40

20

41-55

15

56-70

In 1998, the Center for Science in the Public Interest published a report titled Liquid
Candy: How Soft Drinks are Harming Americans' Health. The report examined statistics
relating to the soaring consumption of soft drinks, particularly by children, and the
consequent health ramifications, including tooth decay, nutritional depletion, obesity, type2 (formerly known as "adult-onset") diabetes, and heart disease. It also reviewed soft drink
marketing and made various recommendations aimed at reducing soft drink consumption.
[15]

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Figure- 2

From 1977 to 2001, Americans doubled their consumption of sweetened beverages [16]a
trend that was paralleled by a doubling of the prevalence of obesity. [17] The consumption of
sugar-sweetened beverages is associated with weight and obesity, and changes in
consumption predict changes in weight.[9][10] One study followed 548 schoolchildren over
19 months and found that changes in soft drink consumption were associated with changes
in body mass index (BMI).[18] Each soft drink that a child added to his or her daily
consumption was accompanied by an increase in BMI of 0.24 kg/m2. Similarly, an 8-year
study of 50,000 female nurses compared women who went from drinking almost no soft
drinks to drinking more than one a day to women who went from drinking more than one
soft drink a day to drinking almost no soft drinks.[19] The women who increased their
consumption of soft drinks gained 8.0 kg over the course of the study while the women
who decreased their consumption gained only 2.8 kg. In each of these studies, the absolute
number of soft drinks consumed per day was also positively associated with weight gain.

Many of these experiments examined the influence of sugar-sweetened soft drinks on

weight gain in children and adolescents. In one experiment, adolescents replaced sugarsweetened soft drinks in their diet with artificially sweetened soft drinks that were sent to
their homes over 25 weeks.[20] Compared with children in a control group, children who
received the artificially sweetened drinks saw a smaller increase in their BMI (by
.14 kg/m2), but this effect was only statistically significant among the heaviest children
(who saw a benefit of .75 kg/m2). In another study, an educational program encouraged
schoolchildren to consume fewer soft drinks.[21] During the school year, the prevalence of

Page51

Still, it is possible that people who lead unhealthy lifestyles consume more soft drinks. If
so, then the association between soft drink consumption and weight gain could reflect the
consequences of an unhealthy lifestyle rather than the consequences of consuming soft
drinks. Experimental evidence is needed to definitively establish the causal role of soft
drink consumption. Reviews of the experimental evidence suggest that soft drink
consumption does cause weight gain,[9][10] but the effect is often small except for
overweight individuals.[11]

obesity decreased among children in the program by 0.2%, compared to a 7.5% increase
among children in the control group.
Sugar-sweetened drinks also cause weight gain in adults. In one study, overweight
individuals consumed a daily supplement of sucrose-sweetened or artificially sweetened
drinks or foods for a 10 week period.[22] Most of the supplement was in the form of soft
drinks. Individuals in the sucrose group gained 1.6 kg, and individuals in the artificialsweetener group lost 1.0 kg. A two week study had participants supplement their diet with
sugar-sweetened soft drinks, artificially sweetened soft drinks, or neither.[23] Although the
participants gained the most weight when consuming the sugar-sweetened drinks, some of
the differences were unreliable: the differences between men who consumed sugarsweetened drinks or no drinks was not statistically significant.
Other research suggests that soft drinks might play a special role in weight gain. One fourweek experiment compared a 450 calorie/day supplement of sugar-sweetened soft drinks
to a 450 calorie/day supplement of jelly beans.[24] The jelly bean supplement did not lead to
weight gain, but the soft drink supplement did. The likely reason for the difference in
weight gain is that people who consumed the jelly beans lowered their caloric intake at
subsequent meals, while people who consumed soft drinks did not. Thus, the low levels of
satiety provided by sugar-sweetened soft drinks may explain their association with obesity.
That is, people may who consume calories in sugar-sweetened beverages may fail to
adequately reduce their intake of calories from other sources. Indeed, people consume
more total calories in meals and on days when they are given sugar-sweetened beverages
than when they are given artificially sweetened beverages[23][25][26] or water.[26]
A study by Purdue University reported that no-calorie sweeteners were linked to an
increase in body weight. The experiment compared rats who were fed saccharin-sweetened
yogurt and glucose-sweetened yogurt. The saccharin group eventually consumed more
calories, gained more weight and more body fat, and did not compensate later by cutting
back.[27]
The consumption of sugar-sweetened soft drinks is also associated with many weightrelated diseases, including diabetes,[19] metabolic syndrome and cardiovascular risk factors,
[28]
and elevated blood pressure.[22]

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Most soft drinks contain high concentration of simple carbohydrates - glucose, fructose,
sucrose and other simple sugars. Oral bacteria ferment carbohydrates and produce acid,
which dissolves tooth enamel during the dental decay process; thus, sweetened drinks are
likely to increase risk of dental caries. The risk is greater if the frequency of consumption
is high.[29]

A large number of soft drinks are acidic, and some may have a pH of 3.0 or even lower.[30]
Drinking acidic drinks over a long period of time and continuous sipping can therefore
erode the tooth enamel. Drinking through a straw is often advised by dentists as the drink
is then swallowed from the back of the mouth and does not come into contact with the
teeth as much. It has also been suggested that brushing teeth right after drinking soft drinks
avoided as this can result in additional erosion to the teeth due to the presence of acid.
Employees, spouses and dependents are eligible for health and wellness benefits
coverage from date of hire in coca-cola company. There are no pre-existing
condition
exclusions
for
participants
in
the
health
plan.
Benefit plans include Health (including Vision Care), Dental, Accidental DeathDismemberment, Group Life Insurance, Dependent Life Insurance, Health Care
Account, Dependent Care Account, Vacation Purchase Program, Business Travel
Accident Insurance, Short-Term Disability, Long-Term Disability, Survivor's
Benefits
Programs
and
Employee
Assistance
Program.
The Coca-Cola Company offers medical (including vision care) and dental
coverage for eligible same-sex domestic partners and their dependent children.
- Participation in the plan is immediate upon date of hire/rehire for all eligible
employees.
- Choice of 27 funds in eight fund categories including money market, stable value,
intermediate term bond, balanced, large-cap stock, small-cap stock, international
stock
and
Company
stock.
- The Coca-Cola Company will match employees' contributions, dollar for dollar,
up to 3% of their compensation. The Company match is subject to a three year
vesting
schedule.
- Rollover contributions from other qualified plans are permitted immediately upon
date
of
hire
for
all
eligible
employees.
- Participants may manage their accounts online daily.

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At Pepsi-Cola, quality, taste and consumer satisfaction are highest priorities. They take
great care to ensure that Pepsi-Cola brands deliver the best taste available in soft drink
refreshment. That's why since 1994, they have listed a freshness date on all of their
packaging to ensure our loyal consumers can enjoy the best tasting beverages possible.
The next time we're buying a Pepsi product, look for the "Best if used by..." date printed
on their packages. While their products are never harmful when consumed after this date,
we do recommend drinking the product by then to ensure its flavor is at its best. Also, by
storing Pepsi in a cool place, great taste is guaranteed!

"Lime is more popular than ever in all types of food and beverage categories," said Katie
Lacey, vice president of carbonated soft drinks for Pepsi-Cola North America. "It's a flavor
that is seen as fun, exciting and active - a description that fits the Pepsi-Cola brand to a
tee." as I am a marketing manager of Pepsi Company in Bangladesh region and I have
found the demand of lemon drinks is increasing day by day. And these lemon drinks are
very much popular in Bangladesh as countrys weather is hot and humid. People are most
likely to use lemon drinks for refreshment. Thats why we are introducing new product of
Pepsi called PEPSI LIME. This is internationally very popular.

The chart, for comic and poignant effect, then leaves a 120-year gap between the first and
last logos. It makes for a great viral JPG, but not for telling the real story. For the first ten
to twenty years you could probably find a dozen different executions of the Coca-Cola
script as the logo was probably drawn over and over for different applications. It isnt until
the 1930s and 1940s that a clear interpretation of the logo appears and is used consistently.
During the late 1950s and early 1960s the script logo is placed within a shape, referred to
as the fishtail logo, which is as off-brand as anything that Coca-Cola has ever done.

Missing from the chart in the Coca-Cola evolution is the penchant for Coca-Cola to use the
shape of its bottle as an icon, acting on and off as the logo or complementary logo or
subsidized logo of the main script logo, sometimes to a confusing fault. Todays Coca-Cola
logo is, of course, amazingly similar to what it was 124 years ago but its not quite fair to
idolize them for a flawless consistency that they havent actually earned.

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The chart also fails to mention the introduction of the wave, a ubiquitous visual today, that
was first implemented in the 1960s when Lippincott Mercer was in charge of making the
Coca-Cola identity more consistent. More than any Pepsi blunder, the chart ignores the
introduction of New Coke in 1985 with a new formula marketing and set of logos
that completely ignored the script logo that left a bad taste in their consumers mouths.
Around the same time, in 1986, Landor began rolling out an even more developed brand
identity that modified the wave among other subtle changes.

Once more, I will say that the Coca-Cola evolution is admirable and few companies
probably just GE can claim to have extended their identity heritage across three
centuries, but Coca-Cola isnt perfect and as much as I despise the new Pepsi identity
which in no way am I trying to defend I believe a fair comparison is in order.

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So, here is the new chart. Its not ideal, since I didnt have a document as clean and
specific as this one for Pepsi and I had to cobble the logos from different sources. The reds
are all over the place and some are in black and white.

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PART 5

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MAJOR FINDINGS

Basic Reports
Coca-Cola Company (The) company Profile (Business Description, Price/Earnings,
Price/Sales, Price/Book, Dividend Yield, Company Officers, Contact Information),
Competitor Analysis and up to ten-year history of Sales, Earnings per Share, Dividends per
Share, Security Price and Key Ratios. View Samples
Financial Statement Reports
Research reports that analyze Coca-Cola Company (The) Income Statement and Balance
Sheet along with the Sources of Capital for a five-year period. View Samples
Financial Ratio Reports
Analyses reports that highlight Coca-Cola Company (The) Accounting Ratios, Asset
Utilization, Fixed Charges Coverage, Liquidity, Leverage, Profitability, Employee
Efficiency and Per-Share Data over a five-year period. View Samples
Wright Quality Analyses Reports
Wrights proprietary rating of corporate quality. The reports include a detailed analysis of
Coca-Cola Company (The) Equity, Liquidity, Financial Strength, Profitability and
Corporate Growth. View Samples
The Coca-Cola Company offers medical (including vision care) and dental coverage for
eligible same-sex domestic partners and their dependent children.

All marketing strategy is built on STP: Segmentation, Targeting, and Positioning. A

company discovers different needs and groups in the marketplace, targets those needs and
groups that it can satisfy in a superior way, and then positions its offering so that the target
market recognizes the company's distinctive offering and image. If a company does a poor
job of positioning, the market will be confused as to what to expect. If a company does an
excellent job of positioning, then it can work out the rest of its marketing planning and
differentiation from its positioning strategy. Positioning is the act of designing the
company's offering and image to occupy a distinctive place in the mind of the target
market. The end result of positioning is the successful creation of a customer-focused

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- Participation in the plan is immediate upon date of hire/rehire for all eligible employees.
- Choice of 27 funds in eight fund categories including money market, stable value,
intermediate term bond, balanced, large-cap stock, small-cap stock, international stock and
Company stock.
- The Coca-Cola Company will match employees' contributions, dollar for dollar, up to 3%
of their compensation. The Company match is subject to a three year vesting schedule.
- Rollover contributions from other qualified plans are permitted immediately upon date of
hire for all eligible employees.
- Participants may manage their accounts online daily.

value proposition, a cogent reason why the target market should buy the product. As we all
know that there are two types of positioning, high tech and high touch positioning, as we
launching soft drink in Bangladesh thats why we have to choose high touch positioning.
In this positioning we are going to use the method which called Products that use
universal themes in contains Materialism, heroism, recreation, procreation. As we are
targeting young generation so we are going to sponsored with event management like
concert, campaign etc. we tell people for drink PEPSI LIME which meet thirsty and
refreshment. We will try to set this slogan PEPSI LIME is refreshing mind.

Conclusion:
In our country soft drinks is very famous drink for every types or every
categorized of people such as: students, businessman, workers, housewives etc and every
ages of people such as: children, young generation, older man and woman. But it is most
likable drinks for children and young generation. When they are thirsty, then they always
choose soft drinks.
Mainly soft drinks are carbonated drinks that are non-alcoholic.
Carbonated soft drinks are also referred to as soda, soda pop, pop or tonic.

Soft drinks have been criticize for alleged adverse health effects and its
aggressive marketing to children. Because it contains harmful chemical. soft drinks can be
harmful if consumed excessively, particularly to young children whose soft drink
consumption competes with, rather than complements, a balanced diet. Studies have

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In this country there have different types of soft drinks such as: COCACOLA; PEPSI; RC; SPRITE; 7UP; MOUNTAIN DEW; FANTA etc. These soft drinks are
available in many countries. These have different types of flavors such as: cola, lemon,
lime, orange, ginger, citrus, cola green tea, cola lemon, grapefruit, raspberry etc. If the soft
drinks flavored is changed then the color also be changed such as: transparent, yellow,
green, caramel E-150d. Soft drinks are contained calories, caffeine, phosphoric acid,
carbonated water, sugar and natural flavor. These drinks have different types of logos.
These drinks are contained different types of container such as: plastic bottle, can, or glass
bottle.
Soft drinks are served both small town and big city. It is also served in
meeting place, fast food restaurants for people of all ages. For advertising they use jingle
and creating slogans to broadcast nationally.

shown that regular soft drink users have a lower intake of calcium, magnesium, ascorbic
acid, riboflavin, and vitamin A. The drink has also aroused criticism for its use of caffeine,
which can cause physical dependence. It creates many diseases such as: diabetes, dental
cavities, low nutrient levels, heart disease, negative health effects such as changes in
weight ( weight gain ) . It is most harmful for children and older man or woman. In each
of these studies, the absolute number of soft drinks consumed per day was also positively
associated with weight gainStill, it is possible that people who lead unhealthy lifestyles
consume more soft drinks. If so, then the association between soft drink consumption and
weight gain could reflect the consequences of an unhealthy lifestyle rather than the
consequences of consuming soft drinks. Experimental evidence is needed to definitively
establish the causal role of soft drink consumption. Reviews of the experimental evidence
suggest that soft drink consumption does cause weight gain, but the effect is often small
except for overweight individuals.

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Although soft drinks creates many diseases but most of people choose these
taste or flavor so they select soft drink

Bibliography

Google Search- www.cocacola.com

Google Search- www.pepsi.com
Home > Library > Miscellaneous > Wikipedia
Allen, Frederick. Secret Formula. New York: Harper Business, 1994.
Greising, David. I'd Like the World to Buy a Coke: The Life and Leadership of
Roberto Goizueta. New York: Wiley, 1998.
Oliver, Thomas. The Real Coke, the Real Story. New York: Random House, 1986.
Pendergrast, Mark. For God, Country, and Coca-Cola. 2ded. New York: Basic
Books,

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Mark Pendergras