Marketing Strategies of Pepsi

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A summer training report

ON
MARKETING STRATREGIES
OF PEPSI

Bachelor of Business Administration (BBA) or
Bachelor of Business Administration (Computer Aided
Management)

To
Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by: Guide name: Student Name: ANMOL GARG

Roll no: 06724401710 [pic]

Institute of Information Technology & Management,
New Delhi – 110058
Batch (2009-2012)

Certificate

I, Mr./Ms._______________________________, Roll No. ________________ certify that the Summer Training Report (Paper Code-------) entitled “________________________________” is done by me and it is an authentic work carried out by me at ___________________________ (Name of the firm or company). The matter embodied in this has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student
Date:

Certified that the Summer Training Report (Paper Code-------) entitled

“____________” done by Mr./Ms._______________________________, Roll No. ___________, is completed under my guidance.

Signature of the Guide
Date:
Name of the Guide
Designation

Countersigned

Director

Acknowledgement

Any accomplishment requires the effort of many people. I would like to thanks to faculty members of my college for giving me the guidelines about the project, which I had to prepare.

I extremely thankful to my faculty guide Mr. Abul for guiding me through with this project by providing valuable knowledge from her own experience. She helps me in making my project a success.

I would like to extend my heart-felt gratitude to Mr. Manish Goel (Marketing Manager) for providing an opportunity to work in this organization. I would like to express sincere thanks to all above-mentioned persons for the enlightening guidance.

ANMOL GARG

EXECUTIVE SUMMARY

This project takes a look in various kinds of Merchandising activities, Market Share of Pepsi & Coca Cola and various Sales Promotion schemes, which are followed in the Soft Drink industry. The two major global players i.e. Pepsi and Coca Cola dominate the soft drink industry in India. India is one of few battlegrounds in the world where there is neck-to-neck competition between the two. Both the companies claim to be in number one sport coating the data produced by two different marketing research companies. Where coke follows ORG data and says it has 57% share, Pepsi follows IMRB data and says it has 49% market shares in India.

In 2004 the cola war has begun afresh. Coca-Cola India today claimed that it has increased its market share from 57 per cent in the carbonated soft drink (CSD) category in 2002 to 61 per cent at the end of December 2003, as per ORG-Marg figures. Pepsi, however, contested the figures by saying that its market share stood at 47.6 per cent during the same period and Coca-Cola India had a combined market share of only 52.4 per cent, as per IMRB figures.

In this cutthroat competition, both of the cola majors have to do something special to the service. This something special is done in various forms of advertising and sales promotion schemes provided by the two companies.

Coca Cola’s 200-ml strategy has paid off. New consumers are coming in droves from the hinterland. This apart, the company undertook a series of cost-cutting measures to ensure efficient distribution. According to Mr. ambuj singh, franchisee head Coca Cola India, apart from the 200-ml strategy, ultra-light glass bottles...
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