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Compartive Study on Pepsi Coke - Transcript

WINTER TRAINING PROJECT On CONSUMER PERCEPTION TO WORDS PEPSI AND COKE S BEVERAGES In Meerut

Submitted to submitted by Mr V S Solanki sir Abhishek Singh IPM Meerut 2nd semester PGDM 2008 2010 Institute of Productivity Management ACKNOWLEDEMENT

It is indeed a great pleasure and privilege for me to present CONSUMER PERCEPTION TO WORDS PEPSI AND COKE S BEVERAGES in Meerut in year 2006 2008 I take immense pleasure in thanking to Mr V S Solanki Sir Mr Susant Mittal Sir for giving me an opportunity to do this project and for their valuable suggestion and guidance It is pleasure to thank Mr Parmindar Sir for allowing me to use the lab at odd hours in the night I also wish to thank library madam for allowing me to use the library and for helping colleting books and magazines I also extend my thanks to all those who directly or indirectly involved in my project completion At last I would like to thanks once again to our faculty Mr V S Solanki Sir whose sincere support has enable me at each and every step and his experience always give me the right direction to achieve my goal CONTENT TOC o 1 1 h z u HYPERLINK l Toc220196109 DECLARATION PAGEREF Toc220196109 h 5 HYPERLINK l Toc220196110 GUIDE CERTIFICATE PAGEREF Toc220196110 h 6 HYPERLINK l Toc220196111 INTODUCTION PAGEREF Toc220196111 h 7 HYPERLINK l Toc220196112 Controversy on presence of Pesticides PAGEREF Toc220196112 h 9 HYPERLINK l Toc220196113 About Meerut PAGEREF Toc220196113 h 10 HYPERLINK l Toc220196114 Research Objectives PAGEREF Toc220196114 h 11 HYPERLINK l Toc220196115 METHODOLOGY PAGEREF Toc220196115 h 12 HYPERLINK l Toc220196116 SOURCE OF COLLECTION OF DATA PAGEREF Toc220196116 h 13 HYPERLINK l Toc220196117 ASSUMPTIONS PAGEREF Toc220196117 h 13 HYPERLINK l Toc220196118 REPRESENTATION OF DATA THROUGH CHART PAGEREF Toc220196118 h 14 HYPERLINK l Toc220196119 RATIO OF MALE FEMALE RESPONDANT PAGEREF Toc220196119 h 14

HYPERLINK l Toc220196120 Profile of respondent PAGEREF Toc220196120 h 15 HYPERLINK l Toc220196121 PRODUCT DETAIL PAGEREF Toc220196121 h 16 HYPERLINK l Toc220196122 MARKET SHARE OF PEPSI COKE S BEVERAGES PAGEREF Toc220196122 h 17 HYPERLINK l Toc220196123 PRODUCT SHARE OF PEPSI PAGEREF Toc220196123 h 18 HYPERLINK l Toc220196124 PRODUCT SHARE OF COKE PAGEREF Toc220196124 h 19 HYPERLINK l Toc220196125 OVERALL SHARE OF THE PRODUCTS PAGEREF Toc220196125 h 20 HYPERLINK l Toc220196126 REASON BEHIND CHOOSING THE PRODUCT PAGEREF Toc220196126 h 21 HYPERLINK l Toc220196127 EFFECT OF ADVERTISMENT PAGEREF Toc220196127 h 22 HYPERLINK l Toc220196128 Brand loyalty PAGEREF Toc220196128 h 23 HYPERLINK l Toc220196129 PRESENCE OF PESTICIDES PAGEREF Toc220196129 h 24 HYPERLINK l Toc220196130 CONSUMPTION OF BEVERAGRS PAGEREF Toc220196130 h 25 HYPERLINK l Toc220196131 INTERPRETATION PAGEREF Toc220196131 h 26 HYPERLINK l Toc220196132 Research Findings PAGEREF Toc220196132 h 27 HYPERLINK l Toc220196133 Recommendation PAGEREF Toc220196133 h 28 HYPERLINK l Toc220196134 Limitations PAGEREF Toc220196134 h 29 HYPERLINK l Toc220196135 Conclusion PAGEREF Toc220196135 h 30 HYPERLINK l Toc220196137 BIBLIOGRAPHY PAGEREF Toc220196137 h 31 HYPERLINK l Toc220196138 Questionnaire PAGEREF Toc220196138 h 32 PREFACE Learning categories you and practicing on that learning specializes you Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspects

Winter training is one of the most important parts of our curriculum for management students its basic idea is to strengthen the students concept through winter training and make them equipped with recent development This project report has been in partial fulfillment of my post graduate diploma in management PGDM In days when it was business as usual companies could succeed by there new products with concept and supported by hard selling and good advertisement and consider that customer exhibit varying diverse requirement for product Services combinations and price consider that they have high and rising expectations of quality and services In the face of their vast choices Customers will gravitate to the offering that best meet their individual needs and expectation value And all this will come out as the positioning of the brand in the market Date Place Meerut ABHISHEK SINGH DECLARATION I do hereby declare that this project entitled with Consumer Perception to Words Pepsi and Coke s Beverages in Meerut Area is my own and original work This is for fulfilling the requirement of Post Graduate Diploma in Management as a winter training project It has never been submitted nor been published else where Date Place Abhishek Singh GUIDE CERTIFICATE This is to certify that this project report titled CONSUMER PERCEPTION TO WORDS PEPSI AND COKE S BEVERAGES has been submitted in partial fulfillment of award of Post Graduate Diploma in Management PGDM of Institute of Productivity and Management Meerut It is a confide winter training project report carried out by Mr Abhishek Singh Roll No 02 Session 2008 2010 Date Mr V S Solanki Place Faculty of IPM Meerut

INTODUCTION

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

Coca Cola is a carbonated soft drink sold in stores restaurants and vending machines worldwide The Coca Cola Company in Atlanta Georgia produces it It was incorporated in 1886 The Coca Cola Company claims that it is sold in over 200 countries The US soft drink giant Coca Cola reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign Exchange Regulation Act of 1973 The Act meant to Indianize foreign companies made it mandatory for foreign companies to dilute their shareholdings to 40 per cent Instead of diluting its shareholdings to the required limit prescribed by the Act Coca Cola opted to discontinue its operations in India Coca Cola is a leading player in the Indian beverage market with an

approximate 60 per cent share in the carbonated soft drinks segment The US soft drink giant Coca Cola reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign Exchange Regulation Act of 1973 The Act meant to Indianize foreign companies made it mandatory for foreign companies to dilute their shareholdings to 40 per cent Instead of diluting its shareholdings to the required limit prescribed by the Act Coca Cola opted to discontinue its operations in India Logo design The famous Coca Cola logo was created by John Pemberton s bookkeeper Frank Mason Robinson in 1885 It was Robinson who came up with the name and he also chose the logo s distinctive cursive script The typeface used known as Spenserian script was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period Controversy on presence of Pesticides In 2003 and again in 2006 the Centre for Science and Environment CSE a non governmental organization in New Delhi claimed that soda drinks produced by manufacturers in India including both Pepsi and Coca Cola had dangerously high levels of pesticides in their drinks Both PepsiCo and The Coca Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea fruit and dairy products About Meerut

Meerut The City of Revolution is a major city of western U P located around 65 Km from the national capitol DELHI It has a population more than a million and it is considered to be one of the fastest developing cities in western U P Since it is close to the National Capital so the effect of rapid modernization can easily be seen in the lifestyle of the people

Research Objectives Comparative study to find out the market share of the Products in Meerut To study the effect of Advertisement on the buying decision of the Consumer To Study the Consumer Perception about the taste and availability of product METHODOLOGY

I have done Descriptive research to find out our objectives In descriptive research we use the primary and secondary data Research methodology is the way to systematically solve the research problem The method used for the research is Descriptive Research to find out our objectives In descriptive research we use the primary and secondary both data Sample Design for primary data have been collected through probability sampling In which I have used convenient sampling Data is Collected through Market survey in Pallavpuram Shastri Nagar Ganga Nagar Golden Avenue Paleda of Meerut City Data Collection Instrument Well prepared structured questionnaires were used in this study which includes both closed ended and few open ended questions to get information based on the objective of the research process People of different age group from different economic background were asked to fill the questionnaire containing 15 questions Sample Size is taken 85 out of which 5 questionnaires had been rejected due to Mistakes which was made by the respondents SOURCE OF COLLECTION OF DATA All the useful data which were require for this research has been collected through Primary and secondary date Primary data collected through Questionnaire Secondary data collected through Internet Magazines and Newspaper ASSUMPTIONS It is assumed that the chosen sample is the representation of whole population It is assumed that information provided by the samples is accurate and best of their knowledge REPRESENTATION OF DATA THROUGH CHART RATIO OF MALE FEMALE RESPONDANT Total numbers of respondent were 85 out of which 5 questionnaires is rejected So final date interpretation is done on the basis of only 80 questionnaires Total respondent were 80 Gender Number

male 67 Female 13

Profile of respondent Total respondent were 80 Profile Number Student 39 Service 18 Housewife 5 Professional 6 Businessman 8 others 4

PRODUCT DETAIL Beverage product can be divided in two types Cola drinks Soft drinks Pepsi Products Pepsi cola drink 7UP cola drink Mirinda soft drinks Dew cola drink Slice soft drinks Coke Products Coke cola drink

Mazza soft drinks Limca cola drink

Sprite cola drink Fanta soft drinks

Thums up cola drink MARKET SHARE OF PEPSI COKE S BEVERAGES Total respondent80 Company No of respondent Pepsi 37 Coke 43

On the basis of above data coke is leading with 54 market share PRODUCT SHARE OF PEPSI Total respondent of Pepsi 37 Product Line No of Respondent Pepsi 11 7up 6 Mirinda 7 Dew 6 Slice 7

PRODUCT SHARE OF COKE Total respondent of Coke 43 Product Line No of Respondent Coke 9

Mazza 10 Limca 3 Sprite 6 Fanta 3 Thums up 12

OVERALL SHARE OF THE PRODUCTS Total respondent 80 Product Line No of Respondent Pepsi 11 7up 6 Mirinda 7 Dew 6 Slice 7 Coke 9 Mazza 10 Limca 3 Sprite 6 Fanta 3 Thums up 12

REASON BEHIND CHOOSING THE PRODUCT Total respondent 80 Preferences No of Respondent Taste 61 Advertisements 8

Schemes 5 Easy availability 4 People Like 1 Others 1

EFFECT OF ADVERTISMENT Total respondent 80 Influence of Advertisements No of Respondent

Yes 30 No 50

62 respondent said that Advertisements Influence their buying decision While 38 said that it doesn t influence them for buying Brand loyalty If the desired verity of beverage is not available at particular shop how does consumer respond Total respondent 80 Respond No of Respondent Take another verity 26 Visit next shop 35 Suggest to have same verity 13 Postpone decision 6

PRESENCE OF PESTICIDES Total respondent 80 Respond No of Respondent

Fully disagree 32 Agree to some extent 43 Fully agree 5

CONSUMPTION OF BEVERAGRS

How often people consume beverages Total respondent 80 Respond No of Respondent Once a week 19 Twice a week 20 More than twice a week 14 Once in two week 3 When ever you required 24

INTERPRETATION On the basis research the facts which have come out are Coke is leading the market with 54 market share in Meerut while Pepsi is covering only 46 market in Meerut Under the brand name of Pepsi Pepsi is the capturing highest market share with 29 in Meerut while slice is second market leader of Pepsi with 22 market share Under the brand name of coke Thums up is market leader with 28 market share and Fanta is second largest with 23 market share The population between 12 30 year prefer the cola products while population above to 50 and below 12 prefer soft drinks and population prefer both in Meerut Only 38 population only influenced by advertisement rest 62 population belies that Advertisements are not much effective

45 population are loyal to words there product 54 population beliefs there cold drink have pesticide up to some extent Instead of that they are using cold drinks 77 of population is being influenced by taste only while 10 population by Advertisements only Research Findings As it was 1st research Project of my life so it gave my lot of experience which will be very helpful in my life as well as in my summer training On the basis of that research we find that in case of beverages people are much influenced by taste rather than Advertisements and other things I come to know that Young generation is the biggest consumer of cold drinks than any other By this research we analyze that male prefer cola dinks while female prefer soft drinks Frequency of consume to cold drinks is higher of male than female By combining all the beverage verities I come to know that Thums up is the market leader with 14 total market share while Pepsi is the second highest market leader with 13 market share If the Buying decision of consumer is rated 1st preference will go to Taste 2nd will go to Brand 3rd preference will go to schemes 4th preference will go to Price 5th preferences will go to Packaging Recommendation Though the coke is enjoying about 54 of the total market share and it is market leader in Indian beverage industry While with the 46 market share Pepsi is on the second step If we are analyzing properly then we find Pepsi is small product portfolio than coke which is responsible for its second position Pepsi should increase its product portfolio to capture the Coke s market share Companies should focus on the taste of the product because 77 population is influenced by taste only Young generation is the potential consumer so companies should more focus

on them As we find that 40 population consumes 200ml cold drinks Which comes in glass bottles these bottles are being retuned back for refilling to companies Which incurred again cost of re transportation If company start to supply 200 ml cold drinks in pet bottles plastid bottles it will be good for company because 40 of population is using only 200ml Limitations It was my 1st research project so due to curiosity I put my whole heart on this project But still are certain limitations while doing the research work Some of the limitations are as follows One of the biggest limitations with this project work is the time factor As we did our project in Meerut which is not well known to me So it become difficult to conduct survey in Meerut

The sample size of 80 respondents is too small to find out the consumer perception Because I was covering Pepsi Coke both There might have been tendencies among the respondents to amplifying or filter their responses under the testing In some cases the respondent was not giving me the proper reply He she might think that this is only wastage of time or this might create some problem etc And as a result he she has given some fake answers and fills the questionnaire very casually The area of study is limited and confined to certain limitation It is possible that some potential source might have remained untapped Since the result has been drawn on the basis of the information provided by the respondents therefore there is a chance of error The questioners were in English so many people were avoiding to fill the questioners Conclusion After the completion of project I have seen the different aspects of this Winter Training Project Also I have gained some new experience about the consumer research While surveying I have met a large number people with different perceptions with different nature and as a result of this I have learnt a lot of things like how to talk with the different people with different behavior I am

benefited a lot and this will definitely help me a lot in my summer training as well as in the future Also the outcome that came out from this research work is that in city Meerut coke is the market leader with 54 market share Pepsi is having only 46 market share I come to know that Pepsi is the leading brand of Pepsi co with 29 market share of its total market share and Thums up is the leading brand of coke with 28 market share of itself Through this research I also come to know that young generation is the potential market for beverage industry taste is the 1st preference to choosing the product and one more important factor that below 12 years and above to 50years people like the soft drinks while people between 12 30 year prefer cola drinks and rest people who comes in between 30 50 year have common BIBLIOGRAPHY Internet HYPERLINK http www pepsi com www pepsi com HYPERLINK http www google com www google com HYPERLINK http www wikipidia com www wikipidia com HYPERLINK http www pepsicenter com www pepsicenter com HYPERLINK http www agencyfaqs com www agencyfaqs com HYPERLINK http www indiainfoline com www indiainfoline com HYPERLINK http www pepsicoworld com www pepsicoworld com Books Magazines Research papers Research Methodology by C R Kothari Questionnaire HYPERLINK http images google co in imgres imgurl http www uksoccershop com images nike logo 400 400 jpg imgrefurl http www uksoccershop com products 8104 html h 400 w 400 sz 7 tbnid 7Tr7E885o4t7mM tbnh 124 tbnw 124 prev images 3Fq 3Dlogo 2Bof 2B 2Bnike 26um 3D1 start 1 sa X oi images ct image cd 1 Respected Sir Madam I am MBA student of IPM Meerut As of the course of my curriculum I am doing

the market research Therefore I need your valuable view for the question given below I will be highly grateful to you Which brand of cold drink you like the most a Pepsi b 7up c Mirinda d Dew e Slice f Coke g Mazza g Limca h Sprit i Fanta j Thums up What is the reason behind choosing your Brand a Taste b Advertisement c Easily available d People like How many times in a week you take cold drink a Once b twice c thrice d More than three time Which quantity of your cold drink you often purchase a 200ml b 300ml c 500ml d 2Lt What is your Age Please specify What is your income per month a 0 10 thousands b 10 15 thousands c 15 20 thousands d more than 20 thousands What is your profile a Student b Professional c Working d Any other Specify 8 Since how much time you are using your brand a 1 6 month b 6 12 month c 1 2 year d more than 2 year 9 If your desired brand of cold drink is not available at particular shop a Take any other brand b visit next shop c Suggest to have that brand d don t take any brand

10 How many members in your family are Please specify 11 Which brand of cold drinks often comes in your family Pepsi 7up Mirinda Dew Slice Coke Thums up Limca Sprit Fanta Mazza Name Age Occupation Address Contact No If any PAGE 1 Readers Choice

Secondary guaranteesSecondary guarantees basic concepts of balance sheet pptbasic concepts of balance sheet ppt inheritanceassessmentinheritanceassessment Session Beh al Event InterviewSession Beh al Event Interview Computer Architecture - Memory HierarchyComputer Architecture - Memory Hierarchy More on Two-Variable DataMore on Two-Variable Data El Presente ProgresivoEl Presente Progresivo properties of calucationproperties of calucation A Novel Subdivision-based Deformable Model For Surface Reconstruction Of Arbitrary TopologyA Novel Subdivision-based Deformable Model For Surface Reconstruction Of Arbitrary Topology Mixdes2003_paperMixdes2003_paper

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