Made by: Dwaipayan Chakrabarty Tulika Choudhury

Coca-cola was introduced in 1886.The coca-cola company of Atlanta Georgia is often referred to simply as coke(a trademark of coca-cola).

Entered Indian market in 1956.But due to some problem related to foreign exchange act they left the country in 1977 but relaunched the brand again in 1993

PRODUCT
y The list of Coca-cola brands are as follows:
y Diet Coke y Fanta y Kinley y Minute Maid y Nestea

PRICE
y Coke was a company ruling the markets before Pepsi entered. Earlier

the price of coke was cost based i.e. it was decided on the cost which was spent on making the product plus the profit and other expenses. Pepsi, Coca-cola started with a pricing strategy based on the basis of competition. Nowadays more expenses are spent on advertising my soft-drink companies rather than on manufacturing.

y But after the emergence of other companies especially the likes of

y Coke has brought in a revolution especially in Indian markets with the

Rs. 5 pricing strategy which was very famous. It was the first company to introduce the small bottle of Coke for just Re.5. This campaign was very successful especially with the price conscious Indian consumers. competition in the market.

y Even today most prices of Coke are decided on the basis of the

PLACE
y Coke is a multinational

company and it has its market around the entire world. This can be said just by the first page on its site which asks people to select the place of their choice. The website looks something like this:

IN
y It s been decades since these Cold drink giants are

fighting over Indian cold drink market share. As coke is an old giant in India, Pepsi saw that adult brand loyalty for coke is difficult to change, so they targeted the youth market, who would replace the more mature coke drinker.

PROMOTION
y Coke hit the floor with an ad campaign with thanda

matlab cocacola with an objective to have mass appeal. y With the tag line thanda matlab cocacola they wanted to target both urban and rural masses. y The main aim to use the word thanda was to make a generic name for coke.According to Prasoon Joshi,the creative director of the campaign, main reason for picking up the word

Thanda,because he said thanda is a very north India centric term. Go to any restaurant in north and attendants would promptly ask thanda ya garam.Thanda usually means lassi or nimbu pani.So he wanted to equate coke with thanda. So in the ad campaign they selected Aamir Khan where he featured as a tapori (street smart),then in the second ad as a Hyderabadi pan seller and in the third ad as Punjabi farmer, in all the three ad he tried to make a connection with coca -cola and the word thanda.

y Coke also came out with an idea of chota coke. They

introduced pet bottle worth Rs 5,so that everyone can enjoy the thanda,their target was also to penetrate the rural market. y Last summer they came up with their latest campaign Brrrrrrr", which means happiness. The main aim was to hit the emotions of the consumers, so that whenever and wherever they consumers drink coke, they will get feeling of happiness.

In 2011 Diwali coke came out with a campaign Khushiyan Baatne Se Hi Badhti Hain .It is shown that a group of friends shown lighting diyas at places that are most dear to them. These places include, their classroom, principal s room, canteen, next to the girl s hostel watchman and the wall on which they draw their stumps when they play cricket among others.

The main aim of the campaign was to make a feel in consumers mind that Happiness becomes much bigger when you share it with others.

y Founded by in 1898 by Caleb Bradham y PepsiCo entered India in 1989 and in a short period of

20 years has grown into the largest and one of the fastest growing food & beverage business in the country.

Product
y Basic ingredients :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 but no caffeine. y Some of the different and varied brands of Pepsi are as follows:
y y y y y y y y y y

Aquafina Diet Pepsi Mirinda Mountain Dew Pepsi Pepsi Blue Slice Tropicana Products Tropicana Twister 7up

PRICE
y Pepsi again decides it price on the basis of competition. The best thing about the company Pepsi is that it is very flexible and it can come down with the price very quickly. The company is renowned to bring the price down even up to half if needed. y But this risk taking attitude has also earned Pepsi losses. Though lowering the price would attract the customers but it would not help them cover up the cost incurred in production hence causing them losses. y This was the situation earlier but now Pepsi is a fullfledged and growing company. It has covered all its losses and is now growing at a rapid rate.

PLACE
y Pepsi again has spread worldwide. Pepsi when

entering a new market does not go in alone but it looks for partners and mergers. Till now Pepsi has collaborated with companies like Quaker Oats, Fritolays, Lipton, Starbucks, etc. y Pepsi like Coke has spread all over the world. It is because of this worldwide spread that now it is coming up with Advertisements which can be broadcasted in the different nations in the world. The recent example with would be the Pepsi advertisements having David Beckham as it brand ambassador.

PROMOTION
y As coke is an old giant in India, Pepsi saw that adult

brand loyalty for coke is difficult to change, so they targeted the youth market, who would replace the more mature coke drinker. y So they began their campaign by giving their brand cool identity. Brand Pepsi was gifted the cool status by teens and adults when it was launched in India in 1990. Yeh hi hai right choice baby! was an iconic brand statement.

y During 1996 world cup they came out with the nothing official

y y y

about it ad to counterattack coke ad of being official partner of world cup. In 1999 they came up with yeh dil mange more to carry forward their Ask For More international ad campaign. In 2001 came up with 'Mera Number Kab Aayega as the international line at that time was 'Pepsi Numero Mania'. As Pepsi target audience are mostly teens and young adult, so they launched the youngistan campaign. This campaign has two new celebrities Ranbir and Deepika. According to Punita lal,executive director marketing PepsiCo, the word youngistan was chosen because youngistan reflects the mood of India s youth which is today keen to take the rope and drive India. Pepsi launched a new campaign called My Can focusing on the cool factor associated with youth in which they changed look of the can.

y The campaign basically attempts to capture the youth

of today by focusing on their personality, lifestyle, and attitude through the advertisement. y As a part of promotional strategy pepsi has launched a website inside the pepsi cool zone and is planning to make it responsive where youth can visit and can make any comments on any topic. y Pepsi Youngistan is also sponsoring wass up youngistan on MTV a show where youth can voice their thoughts.

Consumer s Perception
y Through the survey the main aim is to find the brand

awareness, perceived quality, and brand associations. y These were the list of six questions which were asked to 30 consumers of different age groups.

Questionnaire
y Which brand do you prefer? a} Coke b} Pepsi y Why do you prefer this product?

a. Taste b. price c. advertising and slogan d. other

y what do you associate with your brand?

a. Youthful b. innovative c. quality d. Brand ambassador e. other

Questionnaire (contd)
y Do you know your brands latest slogan? y Do you know what your brand s latest audio video campaign? y How much influence does the advertisement have on your choice of cola-product? a. Very much b. A lot c. Little d. Very little e. No influence.

MARKET SURVEY
y AGE GROUP

<18 18-30 30-40 >40

No of respondents 2 15 7 6

WHICH BRAND DO YOU PREFER?

y AGE GROUP y <18 y 18-30 y 30-40 y 40>

PEPSI 2 11 4 2

COKE 0 4 3 4

Why do you prefer this product?

y In the age group <18 they preferred the brand because

of slogan and advertisement. y In the age group 18-30 out of 15 respondents 9 said they prefer because of advertisement and slogan,6 said because of taste. y In the age group 30-40 out of 7 respondents 4 said they prefer their drink because of taste and other 3 said because of advertising. y In the >40 out of 6 respondents 5 preferred the brand because of taste.

what do you associate with your brand?

y In the age group <18 two respondents they preferred

because of brand ambassador. y In the age group 18-30 out of 15 respondents 8 preferred because of youthfulness,4 preferred because of brand ambassador and 2 preferred because of innovation and 1 because of quality. y In the age group 30-40 only 2 preferred because of youthfulness,4 preferred because of quality and 1 because of brand ambassador. y In the age group >40 out of 6 respondents,4 preferred because of quality and 2 because of other reason.

Do you know your brands latest slogan?

y In the age group<18 out of 2 respondents 1 knew the

brand latest slogan. y In the age group 18-30 out of 15 respondents 10 knew their brand latest slogan. y In the age group 30-40 out of 7 respondents,4 knew their brand latest slogan. y In the age group >40 only 1 knew the brand slogan.

Do you know what your brand s latest audio video campaign?

y In the age group <18 knew it. y In the age group 18-30 out of 15 respondents ,11 knew it. y In the age group 30-40 out of 7 respondents 4 knew it. y In the age group >40 out of 6 respondents 2 knew it.

How much influence does the advertisement have on your choice of cola-product?
y In the age group<18 the respondents said very much. y In the age group 18-30, 4 said very much,4 said a lot,3

said little,2 said very little,2 said no influence. y In the age group 30-40,1 said very much,3 said a lot,3 said no influence. y In the age group>40 , 2 said little,1 said very little whereas 3 said no influence.

CONCLUSION
y It can be easily concluded that price doesn t play an

important role in choice of the brand. y As it has been said that Pepsi s target is the young population, through the survey it can be concluded that young population is much more fascinated about Pepsi and about their campaign. y Whereas coke is generally popular in the age group>40.

Conclusion
y Advertising and slogan plays an important role in the

youth population. Overall it can be concluded that psychographic factors plays an important role in selecting the brand. Two of my respondents whose age near about 60,they said they prefer coke because Pepsi was not available during their college life, and coke was very popular.

Conclusion
y Another respondents(age>40) who happens to be an

owner of a cigarette shop, he said that Pepsi's demand is higher than coke among students, because the students prefer the my can style of Pepsi, but interestingly he prefers coke in other words gen y is more concerned about the style and fashion. y Taste plays an important role in the age group30-40 as well as psychographic factors

THANK YOU