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Chapter – I
Introduction
Introduction
Soft Drinks are the monopoly business of Europeans. This was the
proverb in Europe before the Indian soft drinks entered in the market. But
India has made a tremendous progress in soft drinks industry, and there
are more than 100 units of soft drinks in India.
Today in the market of soft drink, a number of multi-national
Companies are facing cut-throat competition. A number of multi-national
companies like Pepsi & coca-cola are very much popular among the
consumers. Since these companies are adopting many new strategies for
their survival as well as for facing the perfect competition. The researcher
is willing to find out as to what are these strategies and what are their
effects on the effective sales performance.
Soft drink market of Pepsi-cola and coca-cola has a long and rich
history as Multinational companies. The PepsiCo cold drink is the
invention of Caleb Bradham, a pharmacist and drugstore owner in New
Bern, North Carolina Historical background of soft drink. The summer of
1898, as usual was hot and humid in New Bern, North Carolina, so a
young Pharmacist named Caleb Bradham began experimenting with
combinations of spices, and syrup tiring to create a refreshing new drink
to serve his customers. He succeeded beyond all expectations because he
invented the beverage known around the world as Pepsi-Cola.
2
Caleb Bradham knew that to keep people returning to his
pharmacy, he would have to turn it into a gathering place. He did so by
contacting his own special beverage as a soft drink. His creations at
unique mixture of cola nut extract, Vanilla and raviolis, become so
popular to his customers named it “Brands Drink”. Caleb decided to
rename it as “Pepsi-cola”, and advertised his new soft drink. People
responded and sale of Pepsi-cola. Started to grow convincing him that he
should form a company to market the new Beverage.
Since then the Pepsi-cola started growing at a speedy rate. But in
this age of globalization & worldwide increasing competition, every
company needs to change or modify its strategies so as to survive and
keep pace with the cut-throat competition. The basic purpose of the
present research is to know what changes are needed to survive in the
competitive situation and how these changes go on affecting the overall
working of the organization in Marathwada Region.
The District of Aurangabad, now a part of Maharashtra State, is
situated in upper Godavari Basin and in the extreme north west of
Marathwada. Aurangabad, with the present population, near about 29
lacks is second fastest growing city in Asia. Near about 2000 industrial
units are making appearance on the scene in the ever growing industrial
big complexes of Aurangabad.
Aurangabad is famous and flourishing trade centre in Maharashtra
State it has a total of eight districts spread all over the Marathwada
region. Aurangabad is one of the fastest developing cities in the continent
on Asia in all respects, particularly with respect to industries and
educational institutions in the region of Marathwada, Aurangabad, Latur,
3
Nanded, Parbhani and Jalna being hugely populated cities, there is a great
scope for marketing of soft drink.
The popular amongst all of them are:
1. Pepsi and its products
2. Coca Cola
3. Thums Up
4. Limca
5. Gold Spot
6. Fanta
7. Citra
8. Maaza
9. Bisleri Soda
Pepsi-Cola has a long and rich history. The drink is the invention
of Caleb Bradham, a pharmacist and drug store owner in New Bern,
North Carolina.
“The summer of 1898, as usual was hot and humid in New Bern,
North Carolina, so a young pharmacist named Caleb Bradham began
experimenting with combinations of spices, juices, and syrups trying to
create a refreshing new drink to serve his customers. He succeeded
beyond all expectations because he invented the beverage known around
the world as Pepsi-cola.”
Caleb Bradham knew that to keep people returning to his
pharmacy, he would have to turn it into a gathering place. He did so by
4
contacting his own special beverage a soft drink his creations a unique
mixture of cola nut extra, vanilla and raviolis, became so popular his
customers named it “Brands Drink”, Caleb decided to rename it “Pepsi
Cola”, and advertised his new soft drink. People responded, and sales of
Pepsi-cola, started to grow, convincing him that he should form a
company to market the new Beverage.
Pepsi cola enjoyed 17 unbroken years of success. Caleb now
promoted Pepsi sales with the slogan, “Drink cola-cola. It will satisfy
you”.
A) Present Scenario of Soft Drink Industry:
Recently Coca-Cola took over the Parle Soft Drinks Company and
is now about to be manufactured in India in the plants set up by Parle
Products.
Coca-Cola Company head quarters are situated in Atlanta, USA
and Pepsi was also originated from USA. Both are the unidentical twins
manufacturing thirst quenchers for the people.
Both the Companies have also entered in the cold-war era and now
both of them are the true competitors as the bottle sizes, Cans, 1 Liter and
1.5 Liter bottles are now being entered in the market and there is a
competition to satisfy the ultimate consumer.
Not only the Coca-Cola (Coke) and Pepsi but other soft drink
manufacturers are also in competition with them like fruity, grapes, Jolly
jelly, Appy, Jump-in and Jeera Sip, Duke’s, Pure Drinks Company,
5
MacDowell’s etc. are the other competitors present in the soft drink
scenario. Of course as the profit margins are good enough and the people
also enjoy soft drinks in hotels, restaurants, medical shops, pick-up
centers for different occasions the industry is flourishing one.1
B) List of Competitors in the Market
Thums Up – Cola flavored
Coca-Cola – Soft Drinks
Lima – Lemony drink
Maaza – Mango drink
Citra – Citric acid lemon drink
Rim-Zim – Jeera drink
Bisleri Soda – Only carbonized water
Gold Spot – Orange drink
1) Pepsi Food India Ltd.:
Lehar 7 Up – Clear lemon drink
Lehar Mirinda – Orange drink
Lehar Soda – Only carbonized water
Lehar Pepsi – Cola drink
Lehar Slice – Mango drink
2) Duke’s
Duke’s Lemonade – Lemon drink
Duke’s Soda – Only carbonized water
Mangola – Mango drink
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3) Mc-Dowell’s India Ltd:
Spring – Clear lemon drink
Rush – Orange drink
Thrill – Cola drink
4) Pure Drink Company :
Campa Cola – Cola drink
Apela – Apple drink
There are also other soft drinks available in the market in sealed
packets like Fruity, Appy, Joly, Jelly, Grapsy, Jump-in, Jeera Sip and
Rasna flavours, Sudha Soft drink concentrates flavour and competition
with soda maker which provide a substitute to Cola, Orange, Lemon and
Carbonated water.
C) Pepsi Vs Coca-Cola Cold War
Soft Drink wars?
Americans love to say “You aren’t seen nothing yet!
The two American cola giants have cleaned up the arena and
packed their power behind building Indian Franchise
Both Coca-Cola and Pepsi have seen a tremendous potential in our
country. The companies feel and opined that the per caps consumption
can go up and up
7
In peak seasons there was tremendous demand and both the
companies found short of capacity to slake down the Indian thirst in
summer seasons.
Growth rates are Zooming in double digits while bottlers have been
propelled into expanding capacities.
There are 4,00,000 retailers stocking soft drinks in India. The real
race for quenching the great Indian thirst has just begun.
Industrial Profile
Soft drink is typical and necessary consumer products, which are
generally consumed by the individuals to quench their thirst and for good
flavors. The soft drink segment of the processed food industry is
estimated to have a Rs. 9000 Crore market, which includes organized and
unorganized sector. Soft drinks are non-alcohol carbonated synthetic
flavored / sweetened beverages and also fruit based drinks. The basic
constituents of soft drinks are water, sweeteners, acidulates, flavorings,
colorings foaming agents and preservatives, the soft drink market is
dominated by a few brands. Coca-Cola and Pepsi products for example.2
Future Demand
Soft drink Industry in India has witnessed phenomenal growth in
the recent past, particularly after the exit of Coca-Cola. The exit of Coca-
8
Cola from India during the late seventies gave better scope to several
Indian soft drink companies to grow. There was a rapid growth in this
Industry but each on aggressively completed with one another to capture
a major share in the market.
The competition was every high even in terms of advertising. But
now, during the early nineties with launch of Pepsi-Cola and the advent
of Coca-Cola once again to Indian shores have changed the whole
scenario Coca Cola and PepsiCo are devising very different and
convincing strategies to defeat other. At the national level there are major
soft drinks manufactures in our country. These major soft drinks
manufacturers are as follows:2
1) Pepsi-Cola manufacturing company
2) Coca-Cola Company
Historical Background
In 1965 Pepsi Co Inc. is founded by Donald M Kendall. President
and Chief Executive Officer of Pepsi-Cola and Herman W Lay, Chairman
and Chief Executive Officer of Frito-Lay, through the merger of the two
companies. Caleb Bradham, a New Bern, N.C. Pharmacist, created Pepsi-
cola in late 1890’s. Frito-Lay, inc. was formed by the 1961 merger of the
Frito Company, funded by Elmer Doolin in 1932 and the H.W. Lay
Company, founded by Herman W. Lay, also in 1932 Herman Lay is
Chairman of the Board of Directors of the new company. Donald M
Dendall is president and Chief Executive Officer. The new company
reports sales of $510 million and has 22,000 employees. 3
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Waluj Beverages Private Limited as a sister concern of Poona
Bottling Company. It is equipped with the latest machinery and a well-
established laboratory for manufacturing Thums-Up, Gold Spot, Citra,
Maaza and Bisleri Soda and Pepsi.
The company has established a unique network all over
Marathwada and Nagpur Districts.
The company has also taken home segmentation on its agenda in
addition to the existing pickup centers. After a well-established route is
formed the company is supplying to consumer the doorstep delivery.
Very soon the company planned going for future expansion and
establishing a new line to manufacture Coca-Cola and the other coca-cola
products will also be supplied to all Marathwada region.3
Presently the company is supplying soft drinks to the following
cities, and taluka places in the Region.
1. Aurangabad
2. Beed
3. Osmanabad
4. Parbhani
5. Jalna
6. Nanded
7. Kannad
8. Phulambri
9. Khultabad
10. Ambad
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11. Vaijapur
12. Udgir
13. Parli
14. Ambejogai
15. Jintoor
16. Gangakhed
17. Ellora
18. Ajanta
Name of the Pick-Up Centre Location
1. Ashish Cold Drinks Cantonment
2. Amul Milk Center Mil Corner
3. Kailash Departmental Store New Osmanpura
4. Shri. Kirana Shreya Nagar
5. Gupta Provisions Padampura
6. Tandale Provisions Raj Nagar
7. Suruchi Corner S.B. College
8. Anmol Cold Drinks Shahanurwadi
9. Abhishek Cold Drinks Gadiya Vihar
10. Sayeed Kirana Kile Ark
11. Cool Palace Nageshwarwadi
12. Arihant Medical (Closed) S.B. Colony
13. Sagar Enterprises Paithan Gate
14. Amrapali Departmental Stores Banjara Colony
15. Om Departmental Stores Samarthnagar
16. Raj Communications Mill Corner
17. Durga STD Near Tarun-Bharat Press
18. Saarda Provisions Jawahar Colony
19. Arati Departmental Stores Jawahar Colony
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20. Shri. Krishna Medical Garkheda
21. Bharat Provisions Jawahar Colony
22. Shradha Medicals Diwan Deodi
23. Gandhi Super Shopee New Shreynagar
24. Sonal Departmental Store Garkheda
25. Hapse Medicals Sahakar Nagar
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If timing is everything in business the beverage vending market in
India couldn’t have asked for a better time. Consumer attitudes have
changed for the better and while bigger players like HLL and Nestle have
been around for a while it’s the aggressive efforts of recent entrants like
Tata Coffee, Coca-Cola, Coffee Day (CCDS), Quick’s and Rasna that’s
paying off, and while it is yet to replace that neighbourhood Chaiwalla’s
the business has come a long way.
Its not beverage alone – malted food drink (MFDs) drinking water,
Snack foods and even Chocolates are being made available on tap. Glaxo
SmithKline Consumer Healthcare is already testing hot and cold vending
of its popular brand Horlicks for sometime now. Two years ago, Ion
Exchange India introduced the concept of vending purified drinking
water by launching Zero-B water stations across the country. Today there
are around 40 such machines at high traffic locations like bus station and
busy streets across major metros like Bangalore and Mumbai and Smaller
Towns like Sikar in Rajasthan. These machines and purified drinking
water at Rs.3 per a one-liter bottle refill.4
According to a company official the zero-B water stations generate
as much as Rs. 8000 to 10000 worth of business per month during the
peak summer season. Last year, Rasna entered the vending market with
machines, which serve two hot beverages along with two flavours of
Rasna. To take care of the hygiene aspect, it supplies tamper-proof water
jars and has 500 odd machines installed mainly in corporate offices.
These factors mainly affect the coca-cola and Pepsi consumer because
they are different choices at the same place. Tea and Coffee however, are
where the actions are really hotting up. Availability and affordability are
14
the two key drivers of growth and the now iniquitous tea and coffee
kiosks are cropping up at railway stations airports and high traffic streets,
where they deliver a quick steaming cup on the go. Shashi Chiimala,
CEO Quicky’s agrees. “Cost plus convenience seem to override demand
for a better cup of beverage”. Distribution has been another area where
the going has been tough to Quicky ramp up presence; some players are
taking the joint venture route Rasna has tied up with HPCL for their club
HP outlets. Quicky’s has branded Aroma are installed at the cookie Man
Chain of bakery stores in Chennai. Coca Cola India too introduces its
premium Georgia gold Coffee, through McDonalds outlet and the result
have been encouraging says Shripad Nadkarni, V.P. Marketing Coca-
Cola India.
For now it’s a long haul compared to the potential that nation of
one billion people holds. In sharp contrast Japan has one machine for
every 23 people, the highest vending machine density in the world. With
the largest player HLL managing 20,000 machines so far, industry
observers agree that vending has been slow to take off. “India will be
slow vending market” says Sanjeev Chadha, India Beverages CEO said
“As Pepsi-co continue to achieve success and growth in India, we believe
we are delivering more than financial performance, by continuously
giving back to the communities we serve and our environment.5
INDRA NOOYS The chairman of Pepsi-co has said that, “I want
people to look at Pepsi-co and think of its as model of how to conduct
business and good for the world”.
15
Mr. Sanjeev Chadha test marketed it first batch on Bru vending
machines in Chennai around 17 years ago, recalls that it took, an
evangelical effort”. To sell the concept to the trade.
These are lessons to be learnt from revisiting old battlefields and
taking stock of new ones. While the fun never dies with Colas, in faster
growing segments like shampoos and toothpaste is just beginning present
here some memorable moments and defining strategies, the thrills, spill
and chill of conquering this vast and complex market.
Marketing is the process of identifying the consumer’s wants and
needs and making the product to satisfy these. It is also concerned with
anticipating the customers. Future needs and wants they can be done
through market research.
For the marketing plan to be successful, the mix of the four “ps”
must reflect the wants and desires of the consumers in the target market.
The American Marketing association (AMA) states, “Marketing is
the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational objectives.
Marketing is a wide and heavily interconnected subject with
extensive publications, it also an area of activity infamous for re-
inventing itself is vocabulary according to the times and the culture.
16
Indian economy the rural market is of prime importance because it
provides the major rupee value sales transactions occurred outside the
urban markets.
The Indian rural market consists of 400 million persons who yearly
consume Rs.60,000/- crores products and services. It means every
households in rural India spends more or less Rs. 5000/- annually on an
average on the purchase of products and services.
The present study is an attempt to examine in details of marketing
strategies and their issues and problems operating in rural and urban
markets.6
What is Rural and Urban Market?
Sharma and Rao divide the national market into rural and urban
markets. Rural markets have Low population density, unitegrated in
terms of communication and physical distribution facilities and urban
markets have high density population nexuses with it developed
infrastructures e.g. metropolitan city and town areas.
Anderson and Ishwaran summarise the work of Urban sociologists in
comparing urban man and rural man, showing an urban man as more risk
taking, innovative, cautious and witty in dealing with others more time
using consciousness being less traditional, less family bound etc. as
compared to a rural man.
17
The Market
The concept of market is very important in marketing. The
American Marketing Association defines, “a market as the aggregate
demand of the potential buyers for a product service”.
P.K. Kotler defines a market as an area for potential exchanges.
Thus a Market is.
1. The circle of exchange represents the market to conduct the process
of exchange wherein products are exchanged against money/other
products (i.e. barter exchange).
2. In the market, ownership and possession of products of product
would be transferred from the seller to the buyer as per sale
contract.
3. Factors affecting the exchange process in the market are: (i)
demand and supply, (ii) price, (iii) market information with the
buyers and sellers, (iv) legal control and regulations to ensure fair
trading.
4. Feedback information indicates buyer’s post-purchase experience.
If satisfied, seller gets repeat orders. If dissatisfied, buyer will buy
other brands is a group of buyers and sellers interested in
negotiating the terms of purchase/sale of goods/services. The
negotiation work may be conducted face-to-face at a certain place,
e.g., village mandi, or it may be done through other means of
communication such as correspondence, phone or cable or it may
be done through business middlemen, e.g., brokers and
commission agents. A market consists of the forces of supply
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(sellers) and demand (buyers) facilitating an exchange process
between sellers and buyers. Exchange is the heart of commerce or
marketing. Exchange is possible when there are two or more
parties who each have something they desire to exchange for
something else. Exchange may take place with or without money.
As a medium of exchanger, money speeds trading. It may also be
affected through middlemen in commerce, e.g., trader or agent.
Middlemen also facilitate marketing operations.7
Basic Market Concepts:
(1) Place Concept: A market is a convenient meeting place for
buyers and sellers to gather together in order to conduct buying and
selling activities, e.g., a spot, cash or physical market, wholesale or retail
market.
(2) Area Concept: The sphere or area within which price making
forces of demand and supply tend to operate freely through the modern
means of communication and where informed buyers and sellers can
establish close and continuous relations to carry on exchange of goods
and services without face-to-face meeting or direct contact. a uniform
single price for a commodity in that area or region, small or large,, tends
to prevail due to the free play of demand and supply for that commodity.
Modern means of communication are correspondence, telephone,
telegraph, telex etc.
The body of buyers and sellers may be spread over any area, small
or large, and in this sense, we have a national or even international
market for many commodities. Here a place, a particular site or hall as a
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central meeting place for buyers and sellers, is not essential or important.
It is only a matter of convenience. In this way, the term ‘market’ is used
in a wider sense. It has an economic sense.
(3) Demand Concept: The term ‘market’ is also used to represents
an aggregate or total demand of the potential buyers of a commodity or
service. Market, in a sense, means people with needs commodity or
service. Market, in a sense, means people with needs to satisfy, their
wants. The human being is a wanting animal. As soon as one of his wants
is satisfied, another appears in its place. Our wants are unlimited and this
process of want-satisfaction is never-ending. It is continuous, from birth
to death. Then again, our wants are varied and ever-changing. What was
popular yesterday may not be popular tomorrow. Every product has a life
cycle. Thus, market means consumer demand for product or service. In
this sense, we may have a retail market, teenage market, market for
automobiles, etc. in short, the meeting of buyers and sellers, price
determination and transfer of title are activities essential to the existence
of a market. 8
Types of Markets
Markets are distinguished from various points of view:
1. Nature and Volume of selling:-
The nature, extent and magnitude of selling may be taken to
differentiate one market from another. Thus, when goods are sold in large
quantities and to dealers, it is called a wholesale market. When goods are
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sold in small quantities and directly to consumers, it is known as a retail
market.
2. The subject-matter or Product Sold in the Market:-
The market is distinguished on the basis of the product, itself e.g.,
jute market, cotton market, share market, money market etc.
3. The Nature of Dealings:-
The market is named after according to the nature of dealings of
buying and selling. For instance, in Spot Market goods are bought and
sold immediately, while in Futures Markets, the actual purchasing and
selling may take place at some future Markets, the actual purchasing and
selling may take place at some future time which may be agreed to by the
buyer and the seller both.
4. Regulations of Markets:-
Markets may be owned and controlled by associations or
institutions. Thus, association of wholesalers may control a market within
a particular area by laying down conventions or rules and regulations to
be observed by the sellers in that area. Sometimes, such markets are
known as Regulated Markets. If the Municipality owns and controls the
market, it is called a Municipal Market.
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5. Area Covered:-
The extent of area over which the goods are sold may also decide
the type of market. Thus when commodities are sold all over the world,
they are said to have International Markets. If buyers and sellers for a
commodity do not extend beyond the boundaries of a nation, the
commodity is said to have a “National” or “Home” Market. If the
commodity is sold within a small or local area only, it is said to have a
Local Market. International Market is wider than Home Market and the
Home Market is wider than Local Market.
6. Time-Interval:-
On the basis of period of contracts of buying and selling, we have
short-period market e.g., money market dealing in short-term money, or
long-period market e.g., capital market dealing in long-term money.
7. Economic Concept:-
On the basis of economics, we have perfect market indicating free
relations between demand / supply and perfect competition between
sellers/buyers, or imperfect market reflecting absence of free competition
and existence of monopoly in selling / buying.
8. Seller’s Position:-
On the basis of seller’s position, we have primary or local markets
where producers, e.g., farmers sell their surplus produce to traders in the
village, or secondary / central markets where wholesalers sell to retailers
22
or terminal markets where consumers buy from retailers or local dealers
indicating the last outlet for goods. 9
Markets in India:-
Agricultural produce in India is sold in the following types of
markets:
1. Primary Village Markets : These are held in rural areas
periodically. Weekly Bazar is familiar to almost all the villagers.
The farmers who cannot afford to send their produce to the cities
for want of cheap transport facilities and who are also in need of
immediate return for their produce sell their goods in these
periodical markets to the itinerant traders who them carry the
goods to the cities and towns. In Primary Markets goods are sold
only on retail basis and sometimes are bartered with daily
requirement of the villagers, such as kerosene oil, salt, spices,
utensils, cloth, etc.
2. Secondary Markets: The markets are seen in towns and are held
daily. The produce bought by the itinerant dealers from the
villagers is collected and stored by the town merchants and is
further sold to wholesale merchants dealing in bigger markets
known as Regulated Markets or Principal Markets. The most
familiar scene of the secondary market is the collection of badly
organized shops arranged on both sides of a road in any town or
taluka place. They are called Mandies or Peths.
23
3. Principal Markets and Regulated Markets: These are large
wholesale markets seen in big cities. The produce from distant
markets and small towns is brought to these wholesale markets
which are usually governed by rules and regulations framed by the
association of members dealing therein. In certain provinces
market acts have also been passed to control the working in these
markets. The market committee, usually consisting of local
representative, standardizes the market practices and charges.
4. Terminal Market : It provides the last outlet for sale of goods to
the final consumers in the process of distribution. It is also a
market situated at the port towns such as Bombay for exporting
goods to foreign countries.9
Marketing Concept
Marketing is recognized as the most significant activity in our
society. Marketing is all around us. Our very existence, our entire
economic life, our life styles are continuously affected by a wide range of
marketing activities. The food we eat, the clothes we wear, the housing
that shelters us, the comforts and amenities we enjoy in our home and at
work places, the health and welfare activities which give us peace of
mind, all these are profoundly affected each day by the marketing system.
Marketing alone can put goods and services we want and need at our
doorsteps, and satisfy our varied and innumerable needs and wants. Our
entire economic life shall be simply paralysed, if marketing system fails
to shoulder its main responsibility, discovering and serving the market
demand.
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Marketing has achieved social importance because it is entrusted
with the task of creation and delivery of standard of living to society.
Marketing studies continuously consumer demand which is varied and
dynamic. On the basis of up-to-date knowledge of nature, character and
magnitude of market demand, the firm produces wanted goods and
services which are offered to consumers at fair prices through distribution
channels. 10
Marketing is the vital connecting link between producers
(production) and consumers (consumption). It is primarily responsible to
keep the wheels of production and consumption constantly moving or
running at their optimum speed.
Optimum production and optimum consumption can secure
optimum standard of living in an economy. Marketing is directly
responsible to maintain the equilibrium between mass production and
mass consumption. Then only we will have economic stability.11
Different Companies Adopt their Marketing Strategies for Product
and Services:
Easy way Communication
The companies communicate in local languages for promoting their
products in rural market. They have started selling the concept of quality
with proper communication and easily understandable way of
communication. Their main focus is to change the Indian customer
outlook about quality.
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Best Promotion and Quality Perception
Rural customer always wanted value for money with the changed
perception, one can notice difference in current market scenario
especially in case of services given by the companies.
Changing Pattern of Rural Customer
Nowadays villagers are constantly looking forward for new
branded products and good services. Indian customer in rural market was
never price sensitive, but they want value for money. They are ready to
pay premium for the product if the product is offering some extra utility
for the premium.
Focus on Customer Requirement
Every customers want value for their money. They do not see any
value additional associated with the products. Indian actors are more
helpful for advertisement of company products which has captured the
market.
Patriotism with Products and Services
Companies are associating themselves with India by talking about
India, by overtly saying that they are Indian and they are more patriotic,
using Indian tricolor while doing advertisement during Independence Day
and republic day like Nokia has designed a new cellular phone 5110, with
the India tricolor and ringing tone of “Sare Jahan Se Accha”
26
Promoting Indian Sports Team
Companies are promoting Indian sport teams so that they can
associate themselves with India. With this, they can influence Indian
mindset like during Cricket world cup. For example “Hero Honda” has
launch a campaign “Dhak Dhak Go” similarly other companies has also
launched a campaign during World cup.
Developing Specific Products for Specific Rural Area
Many companies are developing rural specific products. Keeping into
consideration the requirements, a firm develops these products.
Effective Media Modes of Communication
Traditional media or the modern media used for rural marketing is
being used for companies. The traditional media include melas, puppetry,
folk, theatre etc. while the modern media includes TV radio etc.
Adopting Best localized way of Distribution Channels
Proper distribution channels are recognized by companies. The
distribution channel could be big scale super market; they thought that a
similar system can be grown in India.12
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Profile of Soft Drink Companies:
PepsiCo Inc. is an American multinational food and beverage
corporation headquartered in purchase. New York, United States, with
interests in the manufacturing, marketing and distribution of grain based
snack foods, beverages, and other products. PepsiCo was formed in 1965
with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo
has since expanded from its namesake product Pepsi to a broader range of
food and beverages brands, the largest of which includes an acquisition of
Tropicana in 1998 and a merger with Quaker Oats in 2001.
As of January 26,2012,22 of PepsiCo's brands generated retail sales
of more than $ 1 billon apiece, and the company's product were
distributed across more than 200 countries, resulting in annual net
revenues of $43.3 billion. Based on net revenue, PepsiCo is the second
largest food and beverages business in world. Within North America,
PepsiCo is the largest food and beverages business by net revenue.
Indra Krishnamurthy Nooyi has been the chief executive of
PepsiCo since 2006, and the company employed approximately 274,000
people worldwide as of 2013. The company's beverage distribution and
bottling is conducted by Pepsi Co as well as by licensed bottlers in certain
regions.
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PepsiCo Soft Drinks Products List
Several people asked for a list of PepsiCo Products. They are listed
below Pepsi Co companies and Products list of soft Drink.
PepsiCo Companies Pepsi-Cola Brands
• Pepsi
• Caffeine free Pepsi
• Diet Pepsi
• Caffeine Free Diet Pepsi
• Diet Pepsi Max
• Diet Pepsi Lime
• Diet Pepsi Vanilla
• Pepsi Wild Cherry
• Diet Pepsi Wild Cherry
• Pepsi ONE
• Mountain Dew
• Diet Mountain Dew
• Mirinda
• Slice
• AMP energy drink
• Aquafina
Origin of Pepsi-Co
The recipe for the soft drink Pepsi was first developed in the 1880s
by Caleb Bradham, a pharmacist and industrialist from New Bern, North
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Carolina. He coined the name "Pepsi-cola" in 1898. As the cola
developed in popularity, he created the Pepsi-cola company in 1902 and
registered a patent for his recipe in 1903. The Pepsi-Cola Company was
first incorporated in the state of Delaware in 1919. The company went
bankrupt in 1931 and on June 8 of that year, the trademark and syrup
recipe were purchased by Charles Guth who owned Syrup manufacturing
business in Baltimore, Maryland Guth was also the president of Loft,
Incorporated, a leading candy manufacturer, and he used the company's
labs and chemists to reformulate the syrup. He further contracted to stock
the soda in Loft's large chain of candy shops and restaurants, which were
known for their soda company to a location close by Loft's own facilities
in New York city.
In 1935, the shareholders of Loft sued Guth for his 91 % stake of
Pepsi-Cola Company in the landmark case Guth V. Loft Inc. Loft won the
suit and on May 29, 1941 formally absorbed Pepsi into Loft, which was
then re-branded as Pepsi-Cola Company that same Year. Loft restaurants
and candy stores were spun off at time. In the early 1960s, Pepsi-Cola's
product lines expanded with the creation of Diet Pepsi and Purchase of
mountain Dew.
In 1965, the Pepsi-Cola Company merges with Frito-Lay, Inc. to
become PepsiCo was incorporated in the state of Delaware and
headquartered in Manhattan New York. The company's headquarters
were relocated to their present location of purchase, New York in 1970,
and in 1986 PepsiCo was reincorporated in the state of North Carolina.
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Between 1990 and 1995, PepsiCo funded The MacNeil / Lehrer
NewsHour on public television PepsiCo was the first company to stamp
expiration dates, starting in March 1994.13
History of Coca-Cola Company
The Coca-Cola company is an American multinational beverage
corporation and manufacture, retailer and marketer of nonalcoholic
beverage concentrates and syrups, which is headquartered in Atlanta,
Georgia. The company is best known for its flagship product Coca-Cola,
formula and brand was bought in 1889 by As a Griggs Candler
(December 30, 1851-March 12, 1929), who incorporated the coca-cola
company in 1882. The company operates a franchised distribution system
dating from 1889 where the Coca-Cola Company only produces syrup
concentrate which is then sold to various bottlers throughout the world
who hold an exclusive territory. The Coca-Cola Company owns its
anchor bottler in North America, Coca-Cola Refreshments.
The Coca-Cola company (NYSE:KO) is the world's largest
beverage company, refreshing consumers with more than 500 sparkling
and still brands. Led by Coca-Cola, one of the world's most valuable and
recognizable brands, our company's portfolio features 17 billion-dollar
brands including diet coke, Fanta, sprite, Coca-Cola, Vitamin Water,
powder Ade, Minute Maid, simply, Georgia and Del Valle. Globally we
are the no. 1 provider of sparking beverages, ready-to=drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system. Consumers in more than 200 countries enjoy our beverages at a
rate of 1.9 billion servings a day. With an enduring commitment to
building sustainable communities, our company is focused on initiatives
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that reduce our environmental footprint, support active, healthy living,
create a safe, inclusive work environment for our associate, and enhance
the economic development of the communities' where we operate.
Together with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates.14
Coca-Cola Soft Drink Product list & description
Coca-Cola
Diet Coke
Coke zero
Thums up
Sprite
Fanta
Limca
Maaza
Nimbu fresh
Maaza Milky Delight
Minute Maid Mango
Minute Maid Mixed Fruit
Kinley water
Kinley Soda
Coca-Cola Company’s Portfolio:
The businesses & products that makes up the company constitutes
business portfolio. Coca Cola company has a vast portfolio & it has a
wide range of products. Here we will be focusing on the different flavors
of the coke only.
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1. Coke classic :
It was introduced in the 1886 by a pharmacist & was sold at a
small scale. I was not a carbonated drink at the time of the launch
but further development made it a fizzy drink & people start taking
it as beverage.
2. Vanila coke:
Smooth taste of vanillas was added to coke to give a refreshing
feeling. Since it was Vanilla coke's debut in 2002. Millions of
people were curious what coke have brought for them. It was a
refresher & soother for the thirst quenchers. Still, it was not a big
success like coke classic.
3. Cherry Coke :
Cherry coke is one of the favorite colas taste with a blast of cherry.
This flavor as introduces for the cherry lovers so they can have
change, other things get better. Like cherry coke.
4. Caffeine free coke :
Classics are what you really want to have. Caffeine free coke fits
right in with your plan. Its true refreshment, minimizes the caffeine
input to your body, & gives a refreshing effect.
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5. Diet coke / coca cola light :
Diet coke was launched in 1982 which was the beginning decade
of the fitness craze. A gala reception at the radio city hall at N.Y.C.
celebration the new drink on the scene. In just 1 year after its
introduction it became the largest selling drink in America. It was
one of the ideal drinks for the very fitness & health cautions
people. Further flavours were added to the portfolio of diet coke
which attracted the fitness crazy people to check the taste of it.
a. Caffeine free diet coke :
In 1983, caffeine free diet coke was introduced for the people who
were facing problems with the amount of caffeine present in the
diet coke. The diet coke was becoming more ideal for them as it
was with less sweet & no caffeine.
b. Diet cherry coke :
Then the new diet cherry coke was introduced a new low calorie
flavor craze began. Coca Cola Company promoted diet coke with
penguins & celebrities in its advertisement. They were having the
slogans like "Just for the taste of it" & "the move is on the diet
coke" It was becoming a big hit.
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c. Diet coke with lemon :
When in 2001 the diet coke with lemon was offered a new citrus
taste sensation became a hit. It gave the people chance to have the
taste of sweet coke with citrus lemon flavor.
d. Diet vanilla coke :
When in 2002 the diet coke was celebrating its 20th birthday diet
vanilla coke was the product, which company came up with & it
was birthday gift of diet coke to its consumers.15
Mission Statement of Coca-Cola
Mission statement is a statement of organization's purposes that
what it wants to accomplish. In order to achieve mission of increasing
market share and maintaining good relations with our customers all over
the world, we wish to create value for all the constraints we serve,
including our consumers, our bottlers, and our communities.
The coca cola company creates value by executing business
strategy guided by four key beliefs:
• Customer is kin: customer demand drives everything we do.
• Brand coca cola is the core of our business.
• We will serve consumers a broad selection of the nonalcoholic
ready-to-drink beverages they want to drink throughout the day.
• We will be the best marketers in the world.
Everything we do is inspired by our enduring mission:
• To refresh the world in body, mind, and spirit.
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• To inspire moments of optimism through our brands and our
actions.
• To create value and make a difference everywhere we engage.
Value of Coca cola
We are guided by shared values that we will live by as a company
and as individuals:
• Leadership : "the courage to shape a better future"
• Passion : "committed in heart and mind"
• Integrity : "be real"
• Accountability: "If it is to be, it's up to me"
• Collaboration : "leverages collective genius"
• Innovation : "seek, imagine, create, delight"
• Quality:" What we do, we do well"16
Objective of Coca Cola
The company has sales based objective. Everything else (marketing
plan, advertising plan, production etc.) is derived from this objective.
Currently the company's objective is to
"Increase the volume of sales up to the maximum level as much as
possible during the current fiscal year."
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The company sets its objective keeping in view the past
performance, historical trends, current market position, economic
condition, macro environment and micro environment factors, social
values, market size and growth rate future expectations and predictions.16
Goals of Coca-Cola
The company has sales based objective. Everything else (marketing
plan, advertising plan, production etc.) is derived from this objective.
Currently the company's objective is to
"To increase sales volume and gain market leadership in each
country"
Market Position
Worldwide on global level coca-cola is the most popular brand and
market leader and carry 60% of market share.
In India due to above reasons coca-cola is the market follower but
still in a very strong and stable position holding 40 % of the local market
share with a growing and increasing market share every year.
Soft Drink Brand’s :
List of major and most popular soft drink in India:
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Pepsi
Pepsi is the one of the most popular and most widely consumed
soft drink brands in India. Flagship brand of the PepsiCo India. Pepsi was
introduced to India in 1990 and was an amongst the Indian youth. It grew
in popularity rapidly and never looked back according to the website of
PepsiCo India. Pepsi is loved by 200 million people worldwide and is the
largest selling soft drink in India. The popularity of this brand is
manifested by the class of sports and bollywood celebrities that who have
been end singed it over the years iconic figures Sachin Tendulkar,
Amitabh Bacchan, M.S. Dhoni, Ranbir Kapoor and Virat Kohli have
endorsed this drink.
Coca- Cola
Coca-Cola is the world’s highest most selling and most popular
soft drink brand by far. However, Coca-Cola has not been able to make
the same impression over the Indian people masses. Nevertheless, Coca-
Cola is one of the most sought-after and largest selling soft drink brands
in India. It is the signature brand of Coca-Cola India. Coca-cola was re-
launched in India in 1993 after a span gap of 16 years. The Coca-cola
brand has been endorsed by celebrities such as like Amir Khan, Virendra
Sehwag, Aishwarya Rai, Hrithik Roshan and Deepika Padukone.
Sprite
Sprite is a product of Coca-cola India and was introduced in 1999
to the Indian soft-drinks in India in 1999. This particular brand rapidly
grew in terms of sale and popularity. Over the past decade and a half of
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its distribution in India, Sprite has contributed a considerable volume of
revenue for Coca-cola India. Sprite overtook Pepsi in 2009 as the second
most popular drink in terms of consumption. It went on to become the top
brand in 2013, when it surpassed Thums up with 15.6 percent of the soft
drink market share as compared to the latter’s 15.3 percent. King of
Bollywood Shahrukh Khan and Indian tennis sensation Sania Mirza have
endorsed Sprite.
Thums UP
Thums up is considered synonymous to energy, enthusiasm and
power of a youth because of and the intense and electrifying carbonated
fizz that it creates upon consumption. Thums Up was launched in 1977
by Parle; however, Parle sold its 85 percent stakes it held to Coca-cola
India in 1993. Thums up never fell short of expectations of Indian youth
and continued dominating the Indian sift drink industry till until late
2013. A 35 year old dominance came to an end when Sprite (another
product of Coca-cola India) took over the Numero Uno status. However,
but the brand Thums Up is still on counted amongst of the three highest
most selling soft drink brands in India. Macho man Salman Khan and
‘Khiladi’ Akshay Kumar are the most renowned figures who have
endorsed Thums Up.
Fanta
Fanta is an orange-flavored carbonated soft drink and is equally
popular amongst among different age groups. This is the soft-drink brand
that children prefer the most. Fanta made its way to India when its parent
company Coca-cola re-entered the Indian market in 1993. It has risen
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through the ranks ever since its inception and never lost control of over
the Indian soft drink lover market. Bollywood beauties like Rani
Mukherjee, Genelia D’Souza Deshmukh and Tamanna have endorsed
Fanta.
Maaza
Maaza is the most famous, most popular and the largest selling
mango drink in the world. Maaza is often referred to as the ‘bottled
mango’. The soft drink originated in India in the mid 1970s and become
synonymous with mangoes in general. Maaza is a non-carbonated soft
drink. Initially Maaza was only packaged in returnable glass bottles. But,
however no it is now available in cartons and small and large pet bottles
as well, just like Thums up and Limca Maaza was also acquired in 1993
by Coca-cola in 1993. Maaza has been endorsed by celebrated Bollywood
personalities like Parineeti Chopra, Imran Khan, Gulshan Grover and
Varun Dhawan in during the recent times.
7 UP
In its early days, 7Up inherited the global Fido-Dido campaign for
promotion in India as well. However, with changing times and contextual
differences in India, a much more focused campaign was required. This
led to the keep it cool campaign, which was targeted primarily at the
youth and the teenager segment. Hence the apparel was at a more subtle,
emotional level, which was meant to convey potential lifestyle
statements. The recent campaign of Bheja Fry essential leverages in the
same emotional appeal where the keep it cool campaign has been
somewhat tweaked to have a local appeal.
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Mountain Dew
Mountain Dew is the latest entrant in the product portfolio. THIS
PRODUCT TOO HAS THE APPEAL OF BEING THE DRINK OF A
DAREDEVIL OR THE No fear personality. The campaigns launched
include do the dew and Dar ke Aagey jeet hai. The initial campaign was
unclear in terms of its appeal and the segment, as a result of which the
brand suffered some jolts in the beginning. However, the latest campaign
captures the No fear or the Macho Man image. In the sense, the brand
directly competes with Thums Up from the Coca Cola Stable.
Aquafina
Aquafina bottled water goes through a state-of-the-art purification
process so that you get the refreshment your body craves in its purest
form.
Brisk
The original iced tea with tons of attitude. The one with the bold
lemon flavor that kicked iced tea off the back porch and gave it some
street creed. Now that's brisk, baby!
Diet mountain dew
All the great taste and intensity of DEW without the calories!
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Diet Pepsi
With its light, crisp taste, diet Pepsi gives you all the refreshment
you need with zero sugar, zero calories and zero crabs. Light, crisp,
refreshing, diet Pepsi, Nothing refreshes like a diet Pepsi.
Gatorade
Available in over 80 countries, Gatorade's line of performance drinks
adds over 40 years of rehydration and sports nutrition research to the
PepsiCo portfolio. Born in the lab I early summer of 1965, a university of
Florida assistant coach with a team of university physicians and asked.
Mirinda
Mirinda is here to be your carefree laugh out loud partner. The bold
fruity taste and the vibrant fizz will remind everyone; don't take life too
seriously. Enjoy the sensorial fruity Miranda experience with orange,
citrus, green apple, strawberry, tangerine and pomegranate flavors.
Release Mirinda.
Mountain dew
Mountain dew exhilarates and quenches with its one of a kind great
taste.17
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Acquisition
The company has a long history of acquisitions. Coca-Cola
acquired Minute Maidin 1960, the Indian cola brand Thums Up in 1993
and Barq's in 1995. In 2001, it acquired the Odwalla brand of fruit juices,
smoothies and bars for $ 181 million. In 2007, it acquired Fuze Beverages
from founder lance Collins and Castanea partners for an estimated %250
million. The Company's 2009 bid to buy a Chinese juice maker ended
when china rejected its $2.4 billion bid for the Huiyuan juice Group on
the grounds that it would be a virtual monopoly. Nationalism was also
thought to be a reason for aborting the deal. In 1982, Coca-Cola
purchased Columbia Pictures for $692 million. It sold the movie studio to
Sony for $3 billion in 1989.
Revenue
According to the 2005 Annual Report, the company sells beverage
products in more than 200 countries. The report further states that of the
more than 50 billion beverages servings of all types consumed worldwide
every day, beverages bearing the trademark owned by or licensed to coca-
cola account for approximately 1.5 billion (the latest figure in 2010 shows
that now they serve 1.6 billion drink every day) Of these, beverages
bearing the trademark "Coca-Cola" or "Coke" accounted for
approximately 78% of the company's total gallon sales.18
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Statement of the Problem
Aurangabad, a flourishing trade centre in the Maharashtra State, is
a historic city. The town is named after the Mughal Emperor Aurangzeb
(1659-1707 A. D.) the last of the famous great Mughal rulers. Its original
name was “Khadki” or window.
The city was named Fateh Nagar, after the name of Malik Ambers
Son, who was the Prime Minister of Sultana Chand Bibi of Ahmednagar.
The city had the privilege of being the Mughal capital during the region
of Aurangzeb it became under Nizam-Ul-Mulk, who made it his capital,
which was later on shifted to Hyderabad. After independence in 1947,
Aurangabad came under the jurisdiction of the Government of India &
today it is a district under the Maharashtra State.
It was the gateway to Deogiri and Pratishthan, the Daulatabad and
Paithan of today. While Aurangabad has number of attractions of its own,
the tourist values it mainly as the place from which the Ellora and Ajanta
caves are to be visited.
Taking in view of the above facts the Socio-Economic
development of the customers from Marathwada Region is changing day
by day. The fashion standard of living, product Taste, choices are
changing fastly. The young it group and college students are enjoying
with the soft drinks. It is necessary to highlight on the overall purchasing
practices and consumption Pattern of soft drinks of Marathwada Region.
44
Need and Importance of the Study
India is a country of variety, diversity to here the test and the
preferences of the people differ from place to place. so though every
company has its own national policy still a lot of emphasis is laid on the
customizing these strategies so as to fit the local test and preferences, the
saying goes true here “think global but act local”. Aurangabad is a capital
of Marathwada region and one big tourist centre in India. Aurangabad
city is connected with railways & airport. Most of the foreigners visit to
see the Ajanta & Ellora caves which are the famous historical monuments
in whole world. So that it is important market for cold drink.
Marketing is a prospects as well as a major problem of integrated
rural area. The demand and supply of soft drink products is inelastic. The
rural peoples are poor and large in number.
Rural marketing is defective and underdeveloped also. The rural
products are seasonal, bulky and perishable. These products are of
various kinds and varieties, scattered over a vast geographical area.
The Government has taken several steps to improve the rural
marketing system by the help of rules and regulations. But due to in
effective implementation of the Act it is impossible to give suitable
justice to the rural people.
Present Study, “A Study of Marketing Strategy Adopted by
Multinational Companies For Soft Drinks in Marathwada Region” is
related to Rural and Urban area of Marathwada. Hence it has to find out
45
the actual position of soft drinks and Advertising Strategies Adopted by
the Multinational Companies in all over the Marathwada Region.
Objectives of the Study
Following are the broad objectives of the present study:
1. To know the brand preferences and market share of soft drinks in
Marathwada region.
2. To study the consumer behavior and frequency of purchase in
summer season by the consumers.
3. To make comparative analysis of the soft drinks marketing strategies
adopted by the multinationals companies.
4. To know the need and importance of new marketing strategies in the
emerging competitive environment for soft drinks.
5. To know the purchase price range and affordability of the soft drink
at home delivery scheme.
6. To identify the special features of soft drinks keeping in view the
new trends of market.
7. To know the problems and prospects before soft drink multinational
companies and to give proper solution’s to overcome the problem’s.
Hypothesis Tested
1. The soft drink Multinational companies have not entered in rural
market.
2. Marketing strategies of soft drinks play’s a vital role to enhance the
market share.
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3. Soft drink still has a wider scope to improve its marketing
strategies to face the future challenges before emerging markets.
Research Methodology
To complete this study following research methodology is adopted.
Collection of Data:
1. Primary data
Primary data is important to complete this study. The Primary data
is collected from 1000 consumers from Marathwada Region. The 1000
consumers were selected by the help of simple random sampling method.
To conduct the survey different questionnaires were framed.
1. Questionnaires - ‘A’- customers survey
2. Questionnaires- ‘B’ – Dealers survey
3. Questionnaires- ‘C’ - Outlet’s / Retailers Survey
The primary data is collected from 1000 consumers from
Marathwada Region.
Secondary Data
The researcher has collected secondary data from the published
sources i.e.
(a) PepsiCo Pvt. Ltd., Paithan.
47
(b) Waluj Beverages Pvt. Ltd.
(c) Magazines, journals, Periodicals, Newspapers, and related websites.
The research papers & articles published in journals as well as on
websites.
Selection of Sample’s
To complete this study the main focus was on primary data. The
data is collected by the interaction of respondents by the help of said
questionnaire. A total no. of 32 questions were framed for the interview
of the respondents.
Marathwada region is divided into eight different district’s with
1.56 crores of Population. In the region Aurangabad is the fastest
developing industrial city in Asia with 37 lakhs population To complete
this study, 1000 different customers were choosen from eight districts
with 400 Retail outlets and 80 dealers by the help of convenience
sampling method.
Tools and Technique To be Used
The data so collected is Scrutinised, Tabulated, Analysed and
finally used for the study purpose. For the analysis purpose co-relation,
regression, SPSS, and subsequently MS-Excel is used for the Tabulation
and analysis of data. Data is analyzed by preparing response sheet and
then by using statistical techniques like graphical analysis, factor
48
analysis, regression, analysis, t-test and chi-square test for independence
and ultimately verified stated proposition.
Scope And Limitations of the Study
The study is limited to Marathwada Region only. It consists only
08 Districts. It also restricted to the soft drink’s only. It gives the special
highlight on the Multinational companies only. The data is collected for
last five year’s i.e. 2010-2015.
The limitation of the primary data, is cent-percent net accurate data
or information may not totally correct. The only thing which would be
highlighted here is the level of accuracy which is varying in between 90%
to 100%. It is because there are so many brands of soft drinks which
prefers local, National as well as International products. The respondents
who have been interviewed through the questionnaire may or may not be
covered all the leading brands available in the market.
Limitations of the study
The present research regarding marketing strategies is related to the
soft drink products only. The scope of research is limited to Marathwada
Region only.
Concluding Remark
This topic is showing that the background and history of soft drink
companies in India. Soft drinks are the monopoly business of Europeans.
49
There are more than 100 units of soft drinks in India. Aurangabad is a
famous and flourishing trade centre for soft drinks in Maharashtra State it
has a total of eight districts spread all over the Marathwada Region
hugely populated cities, there is a great scope for marketing of soft drink.
Coca-Cola and Pepsi have seen a tremendous potential in
Marathwada Region. The companies feel and opined that the per caps
consumption can go up and up in the region. In peak seasons there was
tremendous demand and both the companies found short of capacity to
slake down the Indian thirst in summer seasons. Soft drink is typical and
necessary consumer product, which are generally consumed by the
individuals to quench their thirst and for good flavors.
Present study the Multinational companies of soft drink in
Marathwada region is related to Rural and Urban area of Study area.
Hence it has to find out the actual position of soft drinks and Advertising
Strategies Adopted by the Multinational Companies in all over the
Marathwada region.
Multinational Soft drinks companies Adopt their Marketing
strategies as given below.
1. Soft drink companies communicate in local languages for
promoting their products in rural area.
2. Best services for Promotion and quality perception.
3. Soft drink Companies focus on customer requirement.
4. Traditional media or the modern media used for marketing is being
used for soft drinks company.
50
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3. Ibid
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