Analysis of Marketing Strategy of Coca Cola and Pepsico

12414 WordsJul 6, 201050 Pages
ANALYSIS OF MARKETING STRATEGY OF COCA COLA AND PEPSICO PROJECT REPORT ON “ANALYSIS OF MARKETING STRATEGY OF COCA COLA AND PEPSICO” UNDER GUIDANCE OF: MR. ASHISH SAIHJPAL (FACULTY, MARKETING) SUBMITTED BY: AKHILESH MITTAL ARVIND JAIN BIPIN SINGH KARAMJEET SINGH PAWAN KUMAR (MBA II SEMESTER, 2008-2010) UNIVERSITY BUSINESS SCHOOL, LUDHIANA 1 ANALYSIS OF MARKETING STRATEGY OF COCA COLA AND PEPSICO CHAPTER 1 INTRODUCTION TO BEVERAGE INDUSTRY 1.1 BEVERAGE Any type of liquid specifically prepared for human consumption. Beverages in addition to basic need form part of the culture of human society. Different types of beverages are as follow 1.1.1 WATER Despite the fact that most beverages, including juice, soft drinks,…show more content…
Originated from both China and Middle East 1.1.5 OTHERS Some substances may either be called food or drink, and accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: Soups: Soup is a food that is made by combining ingredients such as meat and vegetables in stock or hot/boiling water, until the flavor is extracted, forming a broth. Yogurt: yoghurt is a dairy product produced by bacterial fermentation of milk. Fermentation of the milk sugar produces lactic acid, which acts on milk protein to give yoghurt its texture and its characteristic tang. Soy yoghurt, a dairy yoghurt alternative, is made from soymilk. Buttermilk: It is a fermented dairy product produced from cows ' milk with a characteristically sour taste. The product is made in one of two ways. Originally, buttermilk was the liquid left over from churning butter from cream. In India, buttermilk, widely known as "chaas" is known to be the liquid leftover after extracting butter from churned curd. UNIVERSITY BUSINESS SCHOOL, LUDHIANA 4 ANALYSIS OF MARKETING STRATEGY OF COCA COLA AND PEPSICO CHAPTER 2 INDUSTRIAL LEADERS (COCA COLA & PEPSI) At the core of the beverage industry is the carbonated soft-drink category. Soft drink holds 51% (majority of market share) of the total beverage market. Soft drink can be further divided into carbonated drinks (Coca-cola,

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