Table of CONTENTS
2. EXECUTIVE SUMMARY
4. PROBLEM DEFINTION
5. REVIEW OF LITERATURE
c. COLA WAR : THE CONCEPT
d. RESEARCH PAPERS USED AS SECONDARY MATERIAL
i. Coke Vs Pepsi fighting for foreign markets
ii. Comparison between Coke and Pepsi
iii. Brand Analysis : PepsiCo
iv. Brand Analysis : Coca-Cola
v. History of Coca-Cola : The best soda
vi. Coke Vs Pepsi
vii. Comparison between Coke and Pepsi
viii. The rivalry of various fronts
ix. Market share
x. Indian scenario
6. RESEARCH METHODOLOGY
7. RESULTS AND DISCUSSIONS
8. CONCLUSION & RECOMMENDATION
AMITY UNIVERSITY UTTAR PRADESH
AMITY BUSINESS SCHOOL
I hereby declare that the work in this project report is original to the best of my knowledge.
Ms. Supriti Agarwal
It is with immense pleasure and gratitude that we acknowledge the valuable guidance, suggestion and support received from our project guide, Dr. Shalini Trivedi, without whom this work would not have been a success. We owe a great deal to all the respondents who gave us their valuable time and help in filling our questionnaires and giving us the relevant information which has served to be the basis of our project. Lastly, we feel great pleasure and sense of gratitude in thanking AMITY BUSINESS SCHOOL, NOIDA for providing us a platform for exposure, learning and completing our survey and the analysis of data successfully on time. Thanking you all once again.
We are thankful to the college, Amity Business School, for giving us an opportunity to conduct this market research & hence providing us with an opportunity to learn so much. I would like to extend my sincere thanks to our project guide, Dr. Shalini Trived, whose encouragement, guidance and support enabled us to develop an understanding of the project and the various intricacies involved in a project in the research field. Her constant encouragement and support, and also the useful suggestions, throughout the project helped me understand and learn better the actual concepts of market research.
I am also thankful to all the people who have given their valuable opinion that has served to be the basis of my project.
A Tale of Two Colas
PepsiCo. Incorporated and The Coca-Cola Company are the two largest and oldest archrivals in the carbonated soft drink (CSD) industry. Coca-Cola was invented and first marketed in 1886, followed by Pepsi Cola in 1898. Coca-Cola was named after the coca leaves and kola nuts John Pemberton used to make it, and Pepsi Cola after the beneficial effects its creator, Caleb Bradham, claimed it had on dyspepsia. The rivalry between the soda giants, also known as the "Cola Wars", began in the 1960's when Coca-Cola's dominance was being increasingly challenged by Pepsi Cola. The competitive environment between the rivals was intense and well-publicized, forcing both companies to continuously establish and implement strategic variations as a means to create a competitive advantage. The competition fostered and stimulated continuing growth in an industry which many predicted in the early 1970's to be on the verge of maturity. Reasons for the prediction arose from the fact that further growth of per capita consumption of soft drinks is fairly static regarding how much people are able to consume on a daily basis. Furthermore, both Pepsi Cola and Coca-Cola offered a limited number of products that "looked the same, tasted the same, and bubble into foam the same", thus questioning whether further substantial growth in sales was possible. Pepsi Cola and Coca-Cola's marketing strategies have been as indistinguishable as the products...
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