1.

INTRODUCTION
Pepsi was founded in New York in 1965. It is Producing Non-alcoholic beverage and Food processing items. Pepsi is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. Pepsi arrived on the market in India in 1988.PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "Indias sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention." Ingredients Pepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine. Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide. The Coca-Cola Company in Atlanta, Georgia produces it. It was incorporated in 1886. The Coca-Cola Company claims that it is sold in over 200 countries. The US soft-drink giant, Coca-Cola, reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign Exchange Regulation Act of 1973. The Act, meant to 'Indianite' foreign companies, made it mandatory for foreign companies to dilute their shareholdings to 40 per cent. Instead of diluting its shareholdings to the required limit prescribed by the Act, CocaCola opted to discontinue its operations in India. Coca-Cola is a leading player in the Indian beverage market with an approximate 60 per cent share in the carbonated soft drinks segment.

The US soft-drink giant, Coca-Cola, reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign Exchange Regulation Act of 1973. The Act, meant to 'Indianize' foreign companies, made it mandatory for foreign companies to dilute their shareholdings to 40 per cent. Instead of diluting its shareholdings to the required limit prescribed by the Act, CocaCola opted to discontinue its operations in India.

HISTORY OF SOFT DRINK

The manufacturing of soft drinks began in the 1830's. However, the evolution of soft drinks took place over a much longer time period. The forerunners of soft drinks began more than 2,000 years ago when Hippocrates, the "Father of Medicine," first suspected that mineral waters could be beneficial to our well-being. But Hippocrates did not envision drinking the effervescent mineral waters bubbling from the earth's crust. Instead, the Greeks and Romans used them for bathing and relaxation. More than a thousand years passed before mineral waters made the transition from therapeutic bath to refreshing beverage.

In America, the transition resulted from the discovery of the natural springs in New York. Many legends and myths developed about the earth's mysterious waters, believed to be cures for everything from arthritis to indigestion. The claims attracted physicians and scientists who began studying the tiny bubbles fizzing from these waters.

Scientists eventually proclaimed the air being released as gas carbonium -simple carbon dioxide. Soon afterwards they perfected a way of producing artificially carbonated water in the laboratory. With that development, it was only a matter of time before soft drinks made it into the hands of the American public.

By the 1830's, both artificial and natural mineral waters were considered healthy and refreshing products in America. But pharmacists, believing they could improve upon their curative properties, experimented with a multitude of ingredients from birch bark to dandelions. And while no miracle cures developed, some very interesting flavors and tastes were discovered. Ginger ale, root beer, sarsaparilla, lemon and strawberry were among the most popular of the early flavors.
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The soft drink industry was a seasonal business in the early days, operating primarily during the summer months. Sales were limited by few outlets for the new carbonated beverages, and by the consumer's restricted mobility. For many years, America's pharmacists were the driving force behind the refinement of soft drinks and many of the flavors and combinations. Their association with chemistry and medicine made them ideally suited for this business, still part pharmacology and part refreshment. The local pharmacy was the center attraction in many American towns in the mid-1800's. It was customary to gather around the new soda fountains and enjoy one's favorite refreshment mixed on the spot. However, as the corner drugstore grew in popularity, the soft drink bottling industry was taking shape. Gradually, demand grew for soft drinks to be consumed in the home. Bottling the product proved difficult at first, since pressure from the carbon dioxide forced corks right out of the bottles. Clearly, if soft drinks were ever to be sold for consumption beyond the corner pharmacy, there would have to be a way to keep them corked. Inventors worked for years to develop a solution, patenting some 1,500 different corks, caps and lids for soft drink bottles.

GLOBAL MARKET SCENARIO

Globally, carbonated soft drinks are third most consumed beverages. Per capita annual consumption of carbonated soft drinks is nearly four times the per capita consumption of fruit beverages. (Source: Data from the Beverage marketing Corporation, as reported by the Canadian Soft drink Association). Soft drink consumption is growing by around 5% a year, according to Global Soft drinks 2010. (Zenith International, 2010). Total volume reached 412,000 million liters in 2011, giving a global per capita consumption of around 67.5 liters per year.

Source: Zenith International, 2002 www.globaldrinks.com Viewed on BevNET.com (www.bevnet.com/news/2002/11.1.2002-Zenith.asp

Consumption Trends (global level) in some soft drinks over the period 2010-2011 Gallons/Capita

2009

2010

2011

Carbonated soft drinks Bottled water Juices Tea Sports drinks

54.0 11.8 10.0 6.9 1.3

53.6 12.6 10.2 7.0 1.4

53.0 13.2 10.4 7.0 1.5

\Source: Zenith International, 2010 www. Globaldrinks.com

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Viewed on BevNET.com (www.bevnet.com/news/2010/11.1.2010-Zenith.asp

Soft drink market size for FY00 was around 270 mn cases (6480mn bottles). The market witnessed 5- 6% growth in the early90s. Presently the market growth has growth rate of 7- 8% per annum compared to 22% growth rate in the previous year. The market size for FY01 is to be 7000 mn bottles.

Overview of indian market

INDIAN MARKET SCENARIO

Production Brand Coke Thums up Fanta Pepsi Mirinda 7 Up 08-09 56.22 26.22 17.54 74.45 19.41 6.12 09-10 59.41 27.98 12.6 76.48 21.49 2.02 2010-11 55.54 39.00 10.44 75.00 23.75 1.2

Sales:

Brands Coca-Cola Thumps Up Fanta Pepsi Mirinda 7UP Others

2008-09 38.15 17.8 11.9 21.64 5.64 1.78 3.09

09-10 36.37 17.13 7.72 25.65 7.21 0.68 5.25

10-11 35.05 21.46 6.59 25.79 8.18 0.42 2.52

Growth of the company

Soft drink market size for financial year 2010 was around 270mn cases (6480mn bottles). The market, which was witnessing 5-6% growth in the early '90s and even slower growth at around 2-3% in late 80s. Presently the market growth has slowed down with growth rate of 7-8% per annum compared to 22% growth rate in the previous year. The market size for the Year 2011 was .7000 million bottles. In the Asian market India stands at the 4th Rank in the rating from financial years 2007 to 2011. To maintain the 4th position in the Asian market India had to consume 207.3 million cases in 2007, 207.3 million cases in 2008, 252.1 million cases in 2009, 269.7 million cases in 2010 and finally 298.5 million cases in the year of 2011. During these years of continuous market India had gained an annual growth of 9.5% in the annual plan, which is more than double of the total Asian market growth of 4.2%.

Carbonated Soft drinks has grown to get the market of Rs. 2000 crore by value in the year 2011, which was a huge amount for any industry and it is also on the growing form. The market is growing day by day as the teenagers like soft drinks more than any other conventional drink. Researcher can further get a view of the cola and non-cola drinks available in the market, as in the soft drink industry there are different segmentations

The market size for the Year 2011 was 7000 mn bottles, as per the figures in the below given table. The market has grown 11.0% in the financial year20082009 in comparison to the results of financial year 2010-2011.

Growth of Market share by Case Volume at global level

2008 Coca Cola Company PepsiCo, Inc Cadbury Schweppes Others 41.1% 32.4% 3.2% 23.3%

2009 42.3% 30.9% 15.1% 11.7%

2010 44.5% 31.4% 14.3% 9.8%

2011E 44.1% 31.4% 14.7% 9.8%

Indian partnership in the growth of the Asian Market share of soft drink industry Volume by Country 2011 Country China Philippine Japan s India Thailand South Pakistan gkkorKore Indonesia a Taiwan Malaysia Rank 2007 1 070.6 2 3 4 5 6 7 8 9 10 466.2 529.3 207.3 286.1 232.4 65.4 91.5 77.1 79.5 2008 2009 2010 1,218.3 1,332.1 1,531.9 530.8 535.5 207.3 299.3 247.1 69.7 96.0 83.5 85.2 639.0 520.0 252.1 269.1 232.5 92.9 76.6 84.4 78.3 586.2 510.0 269.7 230.5 239.5 108.1 83.4 77.6 68.7 2011 1,595.7 583.4 506.5 298.5 254.9 240.9 121.1 115.9 74.2 65.5 2010Per 4-Year

Gal. Annual Capita Comp. 1.86 Consumed 10.5% Growth 10.78 5.8 6.00 0.44 6.24 7.61 1.28 0.77 5.02 4.51 -1.1 9.5 -2.9 0.9 16.6 6,1 -0.9 -4.7

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About major company

INDIAN MARKET PLAYERS Coco-Cola India Ltd. and PepsiCo India Ltd. are the two major players of the Indian soft drink industry, where both are trying to lead the market by the means of market share, in the industry. Coca-Cola is on the top demand and Pepsi is its archrival. In the rural or interior parts of the country both companies are holding their monopoly in area. Where the companies are ruling the market in terms of sales figures.

PepsiCo India Ltd

Pepsi is a multinational company and it is popularly known as Pepsi Co. International. It is a U.S. based company, but at present it is operating in 195 countries. Its turnover was $31.6 billion in 2010 and ranked Twenty First among fortune 500 U.S. companies. It has its own Bottling operations and has 28 bottlers approximately. It is a diversified company and it is operating

successfully in soft drinks industry as well as in fast foods and restaurant business. There are several brands like Pepsi and mirinda, which have market, share of 27.1&7.3% respectively and teem, 7 Up and slice contribute 10.8% collectively.

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Coca-Cola India Ltd. Coca cola is the only rival of Pepsi at the international level. As far as soft drinks market is concerned, Coca Cola is ahead of Pepsi. Coca Cola is also a U.S. based company and at present it is operating in the same countries, where Pepsi is operating. Coca Cola's turnover was $ 18.5 billion in 2011 and ranked fifty-eighth among fortune 500 U.S. companies. Coca Cola has focused itself only on soft drinks market. It was coca-cola, which pioneered the soft drinks sector and from very beginning, it retain its No. 1 position. Coca Cola was born 11 years before Pepsi in 2000. Pepsi was established in 1898. Both have been selling thirst quenchers for 100 years that are now global brands. It has franchisee owned bottling operations. There are approximately 53 bottlers. It has brands like coke, Thums Up, Fanta and Limca which contribute 10.8%, 16.8%, 5.0% and 10% respectively and Gold Spot, Maza and others market share is 6.5% collectively. By world standards, India's per capita consumption of three servings is rock bottom, less even than our neighbors Pakistan and Bangladesh. If demand continues to increase annually at an average of 20%, then volumes could reach 1 billion cases within eight years. One case is equivalent to 24 bottles of 300 ml each. There are 360,000 retailers stocking soft drinks in India, where as in the Philippines with its population at 60 millions has 400,000 outlets. Also, soft drinks, which retail at anywhere between Rs. 6 and Rs. 10, are expensive when measured against purchasing power. It takes an average Indian, 1.5 hours of work to be able to buy a bottle; in other countries, the norm is five minutes.

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Status of soft drink companies in Indian market

Coca-cola (Cola, Thums-up, Fanta, Maaza, diet-coke) Turnover Beverage Sales Rs 792 bn Rs 720 bn Rs 1260 bn Rs 450 bn 32%

Pepsi Co. (Cola, Mirinda & 7 up & other products)

International Sales 70% as % of total sales Package Variations Bottle-200ml, 300 ml, 500ml, 1 litre, 1.5 litre Cans-330ml Dispensers Fountain

Bottle-200ml, 300 ml, 500ml, 1 litre, 1.5 litre Cans-330ml Fountain Dispensers (Market Share: 30% by volume)

Investment in India New Investments

Rs 250 bn. Rs 240 bn

Rs 200 bn. Rs 300 bn

Source: Indian Journal Of Marketing, May 2010.

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Product profile
(1) Coca cola The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages.

, Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

(2) Thumsup

Thumsup is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thumsup was acquired by the coca cola in 1993.

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(3) Limca Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. ,,,,,

The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country

(4) Fanta Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.

Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". ,,

15

(5) Sprite Sprite advertised as Clear hai. Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more than 190 countries. In India sprite was launched in year 1999 and today it was grown to be one of the fastest growing soft drinks, leading the clear lime category.

(6) Mazza Mazza advertised as- yaari-dosti taaza mazza. Mazza was launched in 1976. Mazza was offered same real taste of fruit juices and was available throughout the year. In 1993, Mazza was acquired by coca cola India. Mazza currently dominates the fruit drink category.

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(7) Minute Maid Pulpy Orange fruit drink , The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrates that when reconstituted created orange juice. Minute Maid- One of the world's largest juice and juice drink brands

(8) Kinley The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

17

4. Introduction of the study

In the present scenario the competitions between the soft drinks increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i.e. the turnover of the company. For this the company has to know their position in the market and the opinion and the loyalty of the customers and the retailers when compared to their competitor.

Because of this reason the comparative analysis is very important and useful to the Company. By the use of comparative analysis the companies can understand the position of the company and the strength of the company in the market.

Through the comparative analysis we can understand that what strategies the competitors are using for the increase their sales volume. From the study we can gather the information regarding the opinion of the retailers on the companies comparatively and this will help to plans for the future to increase the performance of the company and to gain the loyalty of the retailers when compared to the competitors.

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4.2 Literature review

(a). Title: - Work place stress. Publications type: - Me SH Terms Journal details:School of Health Care Practice, Anglia Polytechnic University, Chelmsford, Essex CM1 1SQ, UK. Date details:2003 Dec; 44(6):633-42.ss

(b).

Title: customer satisfaction at soft drink Publication type: Harvard Health Publication Detail: It would be represented customer to most prefer taste and quality of softdrink. And it is to get more groth in market. Date detail : (2011) ISBN 978-1-935555-60-5

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4.3 OBJECTIVES OF THE STUDY

To study the overview of Pepsi and coca cola Company. To know and compare the merchandising of Pepsi and Coke in retail outlets. To identify the retailers opinion towards Pepsi products when compared to coke products. To offer some finding and suggestions to the company for the improvement of its performance.

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4.4 HYPOTHESIS TEST Q. 1.

CROSSTABS
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. CROSSTABS /TABLES=VAR00001 BY VAR00002 /FORMAT=NOTABLES /STATISTICS=CHISQ /COUNT ROUND CELL /BARCHART. Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:00.967 0:00:01.488 2 174762 DataSet0 <none> <none> <none> 2 06-May-2012 19:38:38

Syntax

Resources

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CROSSTABS Case Processing Summary Cases Valid N VAR00001 * VAR00002 Percent 2 100.0% N 0 Missing Percent .0% N Total Percent 2 100.0%

Chi-Square Tests Value Pearson ChiSquare Continuity Correctionb Likelihood Ratio Fisher's Exact Test N of Valid Cases 2 2.000a .000 2.773 df 1 1 1 Asymp. Sig. (2-sided) .157 1.000 .096 1.000 .500 Exact Sig. (2-sided) Exact Sig. (1-sided)

a. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .50. b. Computed only for a 2x2 table

22

23

Q. 2. CROSS TABS Case Processing Summary Cases Valid N VAR00001 * VAR00002 Percent 6 100.0% N 0 Missing Percent .0% N Total Percent 6 100.0%

Chi-Square Tests Value Pearson ChiSquare Likelihood Ratio N of Valid Cases 18.000a 15.956 6 df 16 16 Asymp. Sig. (2-sided) .324 .456

a. 25 cells (100.0%) have expected count less than 5. The minimum expected count is .17.

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RESEARCH METHDOLOGY

5.1 Research Design:-

Research design is the plan, structure, and strategy of investigation conceived so as to obtained answers to research questions and control variance. Here, I have used the descriptive research design because this research is done only one time and sample which is taken into this research will not use again into the future. So, the research which is undertaken by me is descriptive.

It is an exploratrary research design. Data Type: Secondary Data Data Source: Magazines like Indian Journal of Marketing, Business world etc.

5.2

Data collection method:-

The data has been collected from: PRIMARY DATA Survey method: In this method a questionnaire was prepared for collecting relevant information from the consumers.

SECONDARY DATA Secondary data was collected from Madhurs annual report and through its web site.
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5.3 Research

Objectives:

To study carbonated soft drink industry in India. To study the status of different soft drink companies in Indian market. To study the external environmental factor affecting soft drink industry in India. To study the attractiveness of Indian soft drink industry. To study the various trends happening in Indian soft drink market.

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5.4 Population
All items in any field of inquiry constitute a Universe or Population. It can be presumed that in such an inquiry, when all items are covered, no element of chance is left and highest accuracy in obtained. Many times it is not possible to examine every item in the population and sometimes it is possible to obtain sufficiently accurate results by studying only a part of total population. Our population for the research was the people living in Ahemdabad. In this research study we have taken the responses of 100 customers from Ahemdabad each of three of us for questionnaire .Out of which maximum were women.

5.5 Sampling Technique Used:

There are 2 main types of sampling technique 1. Probability sampling 2. Non-probability sampling The probability sampling is divided in to 2 types one is simple random sampling another is complex random sampling. The non probability sampling in mainly divided into 2 types convenience sampling and purposive sampling. The method used for sampling technique was non-probability convenience sampling method. This method was used because it was not know previously as to whether a particular person will be asked to fill the questionnaire. Convenient sampling is used because only those people were asked to fill the questionnaires that were easily accessible and available to the researcher.

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Sample Size The sample size was carefully selected in order to collect as much true and accurate information as possible, the size of the sample was selected keeping in mind the time available, the cost involved, nature of the study etc. Sample Unit Respondent Sample Size 100 Respondent were from Ahemdabad

Sample Frame -

Sample unit

Respondent, customers

5.6 Data collection instrument

The instrument used for data collection is Questionnaire because quite often questionnaire is considered as the heart of a survey operation. Hence it should be very carefully constructed. If it is not property set up, then the survey is bound to fail. This fact requires us to study the main aspects of a questionnaire

Questionnaire Tools: Open-ended question Close-ended question Dichotomous Multiple choice Likert scale

Limitations of the survey: Sometimes it becomes difficult to get co-operation from respondent. Due to territory consideration, sample size is limited to 100 samples. If respondents are busy, than it is very difficult to get proper responses from them. Sometimes the timing of the survey needs to be adjusted according to the timing of the respondent.
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DATA ANALYSIS & INTREPRETATION

Q2.GENDER -

Male female

65 35

70 60 50 40 30 20 10 0 male female Series1

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Q3.OCCUPATION

professional businessman service student housewife anyother

10 4 35 36 5 10

40 35 30 25 20 15 10 5 0 Series1

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Q4. AGE :
20-25 25-35 35-45 above 50 25 55 15 5

60 50 40 30 20 10 0 20-25 25-35 35-45 above 50

Series1

32

Q5. Do you take any soft drink?

yes no 65 35

70 60 50 40 30 20 10 0 yes no Series1

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Q6. Do you take any soft drink regularly or occasionally?

regularly occasionally 45 55

60 50 40 30 20 10 0 regularly occasionally

Series1

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Q7. Which brand of cold drink you like the most?

pepsi 7up dew miranda mazza limca thumps up sprit 18 10 12 20 25 30 35 25

40 35 30 25 20 15 10 5 0 Series1

35

Q8. What is the reason behind choosing your brand?

taste advertisement easily available people like 55 5 35 10

60 50 40 30 20 10 0 taste advertisement easily available people like

Series1

36

Q9. How many times in a week you take cold drink?

once thrice twice morethan 3 time 35 25 15 25

40 35 30 25 20 15 10 5 0 once thrice twice morethan 3 time Series1

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Q10. Which quantity of your cold drink you often purchase?

200ml 300ml 500ml 70 20 10

80 70 60 50 40 30 20 10 0 200ml 300ml 500ml Series1

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Q11. Which flavor do you generally prefer?

lemon orange cola other 25 40 15 20

45 40 35 30 25 20 15 10 5 0 lemon orange cola other Series1

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Q12. If cola which particular brand you like?

pepsi thumps 50 50

60 50 40 30 20 10 0 pepsi thumps

Series1

40

Q13. If orange which particular brand you like?

miranda fanta 35 65

70 60 50 40 30 20 10 0 miranda fanta Series1

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Q14. If lemon which particular brand you like?

limca miranda 7up 50 35 15

60 50 40 30 20 10 0 limca miranda 7up

Series1

42

Q15. Since how much time you are using your brand?
1-6 month 1-2 year 6-12 month more than 2 tears 22 36 32 10

40 35 30 25 20 15 10 5 0 1-6 month 1-2 year 6-12 month more than 2 tears Series1

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Q16. Advertisement of which cola drink you remember the most?

coke pepsi 7 up sprit fanta thumps up 10 25 10 15 15 25

30 25 20 15 10 5 0 coke pepsi 7 up sprit fanta thumps up

Series1

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OT ANALYSIS:
Opportunities: There is an immense opportunity in the rural market. As the strategy of low price has worked for the companies the market share of rural has increased. Companies like PepsiCo and coke has already acquired the rural share up to 15% and 35%. There is a chance to grow for these two MNCs by continuing the same strategy. As the whole industry is governed by the major two company PepsiCo and coke there less chances for the unorganized and local brand to eat their market share. So there is a lot of opportunity for the companies to grow without any interference. Moreover there are opportunity for any other company which works under same lines. Country like India has a large domestic market, so the industry has a lot of opportunity to grow. As the growth of the industry should be twice that of countrys GDP so the industry has a chance to achieve the growth. Due to urbanization, people have become more health conscious; company can extended their products to branches by introducing lemonade flavors and low calorie drinks i.e. diet coke and Pepsi. Ability to grow because of rising demand in one or more market segment. As there are only two major companies in the industry, there is a competitive advantage of each of them to grab the market share of their rivals.

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Threats: The major threats that can occur from the demographics are the ageing population of India. Consumers can even get health conscious and drink less sugar and more natural drinks. In India, consumers can consider buying a soft drink as an occasional purchase. This would be bad news as there would be a small percentage of the market, which can purchase it. There are major two MNCs operating in the Indian soft drink industry so there is neck-to-neck competition between them. As a result they have the same product characteristics, color and packing. So there is continuous threat of unorganized market, which gives similar characteristics at lower prices. Under such situation differences are shown through different advertising images. Increasing intensity of the competition among industry rivals may affect on profit margins. As mentioned earlier, there are only two major companies in the industry it is likely for any other new potential competitors to enter. There may be the loss of sales due to the substitute products. The growing bargaining power of customers, because of low switching cost.

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FINDINGS
India has immense latent demand. The firms are pursuing this latent demand with increased vigor. The per capita consumption of Indians is lower than even Pakistan and Bangladesh. Entry and exits for any firm is difficult in soft drink industry. Due to low per capita consumption in India, soft drink players invest more in advertisement and sales promotion activities. Companies of the industry penetrated the urban market by cutting the cost and in rural market by improving the distribution channel. Earlier the soft drink was considered as an occasional product in India. Nowadays it is considered as normal product, and become necessary product for lower, middle and upper-middle class. 91% of soft drinks are made to above classes.

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RECOMMENDATION
Though the coke is enjoying about 54% of the total market share and it is market leader in Indian beverage industry. While with the 46 % market share Pepsi is on the second step. If we are analyzing properly then we find Pepsi is small product portfolio than coke, which is responsible for its second position. Pepsi should increase its product portfolio to capture the Cokes market share. Companies should focus on the taste of the product because 77% population is influenced by taste only. Young generation is the potential consumer so companies should more focus on them. As we find that 40 % population consumes 200ml cold drinks. Which comes in glass bottles, these bottles are being retuned back for refilling to companies? Which is incurred again cost of re-transportation. If company start to supply 200 ml cold drinks in pet bottles (plastid bottles) it will be good for company because 40% of population is using only 200ml.

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LIMITATIONS
It was our 1st research project so due to curiosity we put our whole heart on this project. But still there are certain limitations while doing the research work. Some of the limitations are as follows. One of the biggest limitations with this project work is the time factor. As we did our project in Tricity which is not well known to us So it become difficult to conduct survey in Tricity. The sample size of 100 respondents is too small to find out the consumer perception. Because we both were covering Pepsi & Coke both. There might have been tendencies among the respondents to amplifying or filter their responses under the testing. In some cases, the respondent was not giving us the proper reply. He/she might think that this is only wastage of time or this might create some problem etc. And as a result he/she has given some fake answers and fills the questionnaire very casually. The area of study is limited and confined to certain limitation. It is possible that some potential source might have remained untapped. Since the result has been drawn on the basis of the information provided by the respondents therefore there is a chance of error. The questioners were in English so many people were avoiding filling the questioners

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CONCLUSION
After the completion of project we have seen the different aspects of this Project. Also we have gained some new experience about the consumer research. While surveying we have met a large number people, with different perceptions, with different nature, and as a result of this we have learnt a lot of things like how to talk with the different people with different behavior. We have benefited a lot and this will definitely help us a lot in the future. Also the outcome that came out from this research work is that in Tricity coke is the market leader with 54% market share. Pepsi is having only 46% market share. We come to know that Pepsi is the leading brand of Pepsi co. with 29% market share of its total market share and Thums up is the leading brand of coke with 28% market share of itself. Through this research we also come to know that young generation is the potential market for beverage industry, taste is the 1st preference to choosing the product and one more important factor that below 12 years and above to 50years people like the soft drinks while people between 12- 30 year prefer cola drinks and rest people who comes in between 30 -50 year have common.

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QUESTIONNAIRE
Dear sir/ madam, We are the student of SIEM institute of management and technology Ahmedabad conducting a market research on Comparative study of customer satisfaction toward soft drinks with special reference to Pepsi and coca-cola. We request you to fill this questionnaire and we will collect this data only for education purpose Q1. NAME: .. Q2.GENDER MALE FEMALE

Q3.OCCUPATION PROFESSIONAL BUSINESSMAN SERVICE STUDENT HOUSEWIFE ANY OTHER Q4. AGE : 20-25 35-45 25-35 ABOVE 50

Q5. Do you take any soft drink? a) no b) yes

Q6. Do you take any soft drink regularly or occasionally? a) regularly b) occasionally
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Q7. Which brand of cold drink you like the most? a) Pepsi c) Dew e) Mazza f) thumps up b) 7up d) Miranda f) limca g) sprit

Q8. What is the reason behind choosing your brand? a) Taste c) Easily available b) advertisement d) people like

Q9. How many times in a week you take cold drink? a) Once c) Twice b) thrice d) more than 3 times

Q10. Which quantity of your cold drink you often purchase? a) 200ml c) 500ml b) 300ml

Q11. Which flavor do you generally prefer? a) Lemon c) Cola b) orange d) others

Q12. If cola which particular brand you like? a) Pepsi

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b) thumps

Q13. If orange which particular brand you like? a) Miranda b) Fanta

Q14. If lemon which particular brand you like? a) Dew b) Miranda c) limca d) 7 up

Q15. Since how much time you are using your brand? a) 1-6 month b) 6-12-month c) 1-2 year d) more than 2 year

Q16. Advertisement of which cola drink you remember the most? a) Coke c) 7 up e) fanta c) Pepsi d) spirit f) thumps up

Q17. If your desired brand of cold drink is not available at particular shop then a) Take any other brand c) Suggest to have that brand b) visit next shop d) dont take brand

Q18. Do you have any suggestions.

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BIBLIOGRAPHY
Books: Philip Kotler Marketing Management, 11th Edition, Pearson Education page no. 168 to 177 Cooper & Schindler, Business Research Methodology, 6th edition, Tata McGraw hill publication page no 131 to 135 Web Sites: www.google.com www.Businesstandard.com www.Globaldrinks.com

Magazines: Indian Journal of Marketing, May 2010, page no3 to 9, 17. Business World, July 2009, page 28-32.

News Paper: Business Standard , Jan 2012. Financial Express, August 2012.

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