Analysis of Marketing Strategy of Coca Cola and Pepsico

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

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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, and carbonated drinks, have some form of water in them; water itself is often not classified as a beverage, and the word beverage has been recurrently defined as not referring to water but the bottled water that is processed through proper filtration and purification comes under the beverage category. 1.1.2 ALCOHOLIC BEVERAGES An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Ethanol (alcohol) is a psychoactive drug that has a depressant effect. Alcoholic beverages are divided into three general classes: Beers: The two main types of beer are ale and lager; each type has a distinct production processes. Mass-produced beer is typically aged for only a week or two after its fermentation and has an alcohol content of 4%–6% ABV. Other kinds of beer may be fermented and aged for several months. Wines: Wine involves a longer (complete) fermentation process and a long aging process (months or years) that results in an alcohol content of 9%–16% ABV. Sparkling wine can be made by adding a small amount of sugar before bottling, which causes a secondary fermentation to occur in the bottle.

UNIVERSITY BUSINESS SCHOOL, LUDHIANA

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