...Report On Live Project “Comparative study Analysis between Pepsi and coca cola” Submitted To Prof.Mukesh Sehrawat Submitted By Munna Kumar Singh DM13151112 ACKNOWLEDGEMENT This research paper is made possible through the help and support from everyone including: Faculty members, mentor, friends, and in essence, all sentient beings. Especially, please allow me to dedicate my acknowledgment of gratitude toward the following significant advisors and contributors: First and foremost, I would like to thank Prof. Mukesh Sehrawat for his most support and encouragement. He kindly suggested to make my research paper and offered invaluable detailed advices on grammar, Perfect content and the theme of the paper. Second, I would like to thank DR. Rajiv bhardwaj which has given a golden opportunity to do a specific topic research on it. He has given a right way to survive and sustain our life as all the other professors who have taught me about research and he studied about how to make report in systematically way. Finally, I sincerely thank to my personal friend who provide the advice and support to make this report. The product of this research paper would not be possible without all of them. So I have learnt many things and terminology of research on a particular topic and also learn how to compare two products taking a specific aspect. CONTENT 1. INTRODUCTION…………………………………………………………………………………Page...
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...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
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...consumers to purchase a particular brand of product. Advertising is principally a tool of brand competition and it is a brand competition that puts consumers in charge and renders businesses entirely vulnerable to the consumer’s preferences. Thus to stand in the competition, the upsurge of celebrities endorsing brands has been steadily increasing over the past few decades. Marketers acknowledge the power of celebrity in influencing consumer’s purchase decision. Millions of dollars are spent as the celebrity endorsement can bestow unique features upon a product that it may have lacked otherwise. Not lacking behind, Soft Drink companies are also advertising their product through various media and spending millions of dollars on celebrities to endorse their product. Around 35% of the total cost is spent by the Soft Drink Company especially in Advertising. Various Movie Actors and Sports Players are hired to endorse the Soft drink Brand. Therefore, I took this opportunity to study the Impact of Advertisement on Brand Preferences towards Soft Drinks. This research is a Descriptive Research where Primary data was collected from 80 respondents by using a questionnaire through Convenience Sampling and Secondary data was collected from Internet and Research papers. The Data collected was analyzed via using SPSS 16 Software. The major findings of the report are that the Advertisement has a severe impact on the brand preference towards Soft Drinks. Television is the first choice of...
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...document.] | Table of Contents Introduction 2 Task 1-A 2 Primary Research Plan 2 Customer profile 3 Customer preference 3 Customer attitude and buying behavior 4 Data Collection Method 5 Sampling Techniques 5 Task1-B 6 Secondary Research Plan 6 Size of the market & Market structure 6 Competitors and their market share 7 Task 2 8 Summary of Collected Data and research findings 8 Data analysis 9 Study of correlation 9 Task 3 10 Report to senior manager 10 Health and wellness issues in the beverage industry 11 Task 4 14 Project Plan for the development of a new product 14 Resource Allocation 15 Project Costing 15 Business Analysis on the projected revenue and cash flow 16 Conclusion 17 References 17 Appendix 18 Introduction Star Bottling and packaging company is a medium sized business which is working for years in the UK market. Recently Star has decided to follow the diversification growth strategy by introducing a new product in a new market. The opportunity exists outside the current market. The beverage industry of UK is highly attractive and Star is planning to launch new drinks in the UK market. As the coordinator of the new product development it is important to analyze the customer profile and the customer preference and the consumer buying behavior and attitude about the soft drinks. This report focuses on data collection about the UK beverage industry, the current trends in the market, the major competitors...
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...Inc. Jeonghwan Bae D10372714 1. Nowadays, the soft drink is highly important part of people’s beverage. I think that I can characterize the carbonated soft drink like this, most innovate beverage until now. Also the carbonated soft drinks have incredibly addictive like drugs or cigarette. I also love coke and always drink when I eat the food. The three companies; Coca-Cola, Pepsi-Cola, Dr Pepper/Seven Up companies hold most of percentage which people drink carbonated soft beverage. Coca-Cola is most famous and favorite company with 44.1% market share and Pepsi-Cola have 31.4%, Dr Pepper/Seven Up Company have 14.7% in 2000. 2. The Squirt brand don’t have many market share percent in U.S. Because Coca-Cola and Pepsi-Cola or other big companies have more customer preferences. However, relate with fruits carbonated drinks, the Squirt company is number 1 brand in the U.S. Squirt have high market share with carbonated grapefruit soft drink brand. 3. The pros of continuing the present market targeting and positioning is that people might think like “this company have consistency”. The Squirt don’t have bad image from customers, so it would be fine. The cons of continuing the present strategy is that company can’t grow up in the future, because it doesn’t have any change or developing for customer and it will make the same market share. The pros of adopting the recommendation made by FCB is that company can get more preferences or positive response from the customer. Customer...
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...Marcela Beas Dr. Pepper Snapple Group March 5th, 2013 Current Situation Analysis Mission/Vision Statement The Dr. pepper Snapple Group fuses its vision and mission statements saying, “At Dr. Pepper Snapple Group, it is our vision to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun and flavor for generations, and our sales are poised to keep growing in the future.” This stamen is straightforward and informatively average. It establishes the company’s goal and core values. Also, it highlights DPS’ interest in future sales growth. The company includes its business strategy stating that it focuses on building and enhancing leading brands, pursuing profitable channels, packages and categories, leveraging an integrated business model, strengthening routes to markets, and improving operating efficiency (Dr. Pepper Snapple Group). External Analysis Government policies and regulations affect business development and growth. Products have to be consistent with the USDA’s dietary guidelines and adhere to the FDA’s standards for health claims. Due to the current post-recession economy, growth is expected to be slow since existing demand patterns are expected to change as consumers become more health conscious. Moreover, global awareness and concern regarding the impact of climate change continues to be a focal point as business seek to achieve better business in terms of reduced cost and risk while achieving positive impact on...
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...market share belonged to carbonated soft drinks, 29,2% to bottled water, 12,4% to fruit beverages, and the rest to alternative beverages. * Consumers were reducing their consumption of carbonated soft drinks, with a growth of – 2,3% in 2009. Consumer preferences have shifted. * The global growth of alternative beverages grew from 2005 to 2009 from $ 27,7 billion to $ 40,2 billion, with a projected value of $ 53,3 in 2014. * The $ value global market growth for alternative beverages grew at a 9,8 % annually between 2005 and 2009, and has a forecasted growth rate of 6,7 % between 2010 and 2014. * Of the alternative beverages market, the USA has 42,3 % of the share, Asia- Pacific has 31,5 %, and Europe has 22,2 % of the share. * In the US, sports drinks accounted for almost 60 % of alternative beverages sales, while vitamin- enriched drinks and energy drinks accounted for about 23 % and 18 % of 2009 alternative beverage sales. * Saturation rate for all types of beverages was high in developed countries. * Market maturity and poor economic conditions caused the US beverage industry to decline by 2,3 % in 2008 and by 3,1 % in 2009. * The entering of new geographic areas, the steady growth of the purchasing power of consumers in developing countries, and the development of new types of beverages continue to create a demand for beverages. * Industry analysts believe that carbonated soft drinks will continue to remain the most consumed...
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...Almdudler Introduction Almdudler is a self-confident brand that continuously displays the determination to be successful in the marketplace. They seem extremely optimistic and assured that their brand can eventually reach high plateaus. According to the article their numbers are continuously rising throughout. With increases such as 1.7 percent in Austria and increases internationally through exports, it seems that this brand has an extremely bright future. Furthermore, the article states that consumers worldwide are beginning to be familiar with the brand. With Almdudler preparing to enter the US market their plans to diversify their brand with different types of drinks seems promising. However, is that enough to draw American buyers? It will be a significant challenge for Almdudler to be successful in a country that has a soft drink industry that is tremendously competitive and diverse. Five Force Model: Threats of Substitute Markets One of the aspects in the five force model is threats and substitutes from other companies. The main traits of this category are: • product differentiation • and what aspects would attract consumers to this particular brand of soft drink. Although awareness for Almdudler has risen significantly internationally, in this particular industry, Coca Cola remains dominate. Globally its diverse brand of soft drinks and juices, has for many years caught the attention of a wide...
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...positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products. 2.0CASE SUMMARY The case is about three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, CocaCola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In the United States, people consume more carbonated drinks than tap water. Research has shown that the average American drinks about 53 gallons of soft drinks per year. However, soft drink consumption has declined over the past few years (Kerin & Peterson, 2004). The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research. The bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies;...
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...capabilities. These forces have created new opportunities and challenges and marketing management has changed significantly in recent years as organization seeks new ways to achieve marketing excellence. Furthermore, to maintain the product’s reputation in the market, organization focuses on branding the product internally and externally through market targeting and product positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products 2.0 CASE SUMMARY The case is about three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, Coca-Cola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In the United States, people consume more carbonated drinks than tap water....
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...The Coca-Cola Company Case Synopsis Submitted by: Christopher Hnatko, Romita Sidhu and Li Zhang Business 478- Section D300 March-17 2014 INTRODUCTION Firm History The Coca-Cola Company is a beverage company. “It owns or licenses more than 500 nonalcoholic beverage brands” (MintGlobal, 2014). It primarily serves sparkling beverages but also wide range of still beverages such as water, juices, ready-to-drink teas and coffees, and sports drinks. The Coca-Cola Company was founded in 1886, by John S. Pemberton and served Coca-Cola at a local Pharmacy in downtown Atlanta, Georgia (The Coca-Cola Company, 2014). In 1892, Asa Candler purchased and incorporated the Coca-Cola Company as a Georgia Corporation (The Coca-Cola Company, 2014). Fourteen years later, under Candler’s leadership, bottling operations began in Canada, Cuba, and Panama. In 1919, the Coca-Cola Company was purchased by a group of investors led by Ernest Woodruff for $25 million. From its early years, Coca-Cola Company made significant innovations in the beverage industry, such as six-bottle carton and steel 12-ounce cans. Additionally, it continued to expand internationally (The CocaCola Company, 2014). In 1923, Robert W. Woodruff was elected as president of the Coca-Cola Company, who also served as a Chairman of the Board in 1939. The very first new product distributed by the Company was Fanta Orange in Naples, Italy. After the success of this product, it established a diverse portfolio through...
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...Marketing Question 1 The market positioning and segmentation of Pepsi Co are as follows:- a) The market positioning and segmentation strategy Pepsi Co has chosen in this case are the launching of new drink for target group where the target audience are belonging from age group of young men. The products also targeted the consumers who switched to bottled waters instead of diet related drinks. The new product will reach the new and whole audience according to the company because it itself has a unique taste. It will support the new and unique marketing technique for the American consumers. Pepsi produced the most successful brand with the help of strong positioning and segmentation. It has concentrated in the development of major brands with the delicious and healthful beverages and drinks. It had analysed the best market positioning to increase the awareness among the target group. It also provides the unique and different taste to the consumers. Thus it captures the important marketing strategies for the business and also it is available with different packages and geographies and is available worldwide. This way, it supported the important drink for everybody and it this way managed to develop the global brand. Thus it demanded and determined with the important elements of producing the proper taste and ingredients. Other promotional support and marketing discovered the market research with the help of promotional support. The important themes...
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...marketer of soft drinks. Due to the facing of highly competition in the market, the Company used more than million dollars in the R& D, marketing and production, in order to design a new product to gain a higher margin. This report is mainly focusing on how Coca-Cola Company Limited uses strategies in order to competitive in the mature market. Firstly, the issues of the Company will be identified, and then SWOT analysis of the company will be conducted. After that, evaluation of alternative strategies will be stated and finally recommendations and implementation will be given. Background Coca-Cola Company Limited is the world largest offerer of non-alcoholic beverages and the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Coca-Cola Co. is operating in their existing brands, and also develops new global and local brands and acquisition of the global or local brands. In 2002, the company has launched new brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Danone Waters, Sparklettes, Alhambra and Evian brands in US. They also continued collaboration with the Walt Disney Company to market children's soft drinks. Coca-Cola...
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...project on soft drink Industry in the first place. He showed us different ways to approach a research problem and the need to be persistent to accomplish any goal. Without his encouragement and constant guidance we could not able to finish the project. He was always there to meet and talk about any query. Last, but not least, we would like to thank all class mates and hostel mates who support us throughout the project. Introduction to Soft Drink Industry The main production of soft drink was stored in 1830’s & since then from those experimental beginning there was an evolution until in 1781, when the worlds first cola flavored beverage was introduced. These drinks were called soft drinks, only to separate them from hard alcoholic drinks. The drinks do not contains alcohol & broadly specifying this beverages, includes a variety of regulated companies that manufacture carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink is more favorite refreshment drink than tea, coffee, juice etc. Raw Materials used in Soft Drinks There are different types of raw materials used in different soft drinks. Most of the raw materials are as under: 1. Water The simple sweetened soft drink contains about 90% of water, while in diet drinks; it contains 95% of water. 2. Flavour Flavour is of great importance in soft...
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...Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Executive Summary Beverage companies were intent on expanding the market for alternative beverages by introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging international markets. Energy drinks, sports drinks, and vitamin-enhanced beverages were the stars of the beverage industry during the mid-2000s. Rapid growth in the category, coupled with premium prices and high profit margins made alternative beverages an important part of beverage companies' lineup of brands. On the other hand, Fifth consecutive year data show that U.S. consumers had purchased fewer carbonated soft drinks than the year before. Carbonated soft drinks sales would continue to decline as consumers developed preferences for bottled water, sports drinks, fruit juices, readyto-drink tea, vitamin-enhanced beverages, energy drinks, ready-to-drink coffee, and other types of beverages. Even though the global beverage industry was projected to grow from $1.58 trillion in 2009 to nearly $1.78 trillion in 2014 as beverage producers entered new geographic markets, developed new types of beverages, and continued to create demand for popular drinks., beverage producers also were forced to contend with criticism from some that energy drinks, energy shots, and relaxation drinks presented health risks for consumers and that some producers' strategies promoted reckless behavior. Although sports drinks and vitamin-enhanced...
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