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4Ps Analysis of Nestle Pvt.Ltd and Cadbury Dairy Milk pvt. Ltd
MASTER OF BUSINESS ADMINISTRATION to PUNJAB TECHNICAL UNIVERCITY
Submitted by-
Shailendra kumar sharma Regd.no. DBS/09-11/W-083/B And Sandeep kumar Regd.no. DBS/09-11/W-081/B
Submitted to-
Ms. PRITTY SINGH (Faculty of marketing management)
The comparison of the 4 Ps of the pepsi and cocacola pvt. Ltd
Objective of the study
In this project, our main focus was to analyze Beverage taking into consideration the 4 P’s of the marketing mix. • To analyze various product attributes of Beverage its management in the current scenario.• To study the entire distribution mix of the product line.• To critically comment on the pricing strategy adopted by the company.• Lastly our study will also focus on the various promotional aspect of the brand in Beverage and also promotional mix of the product line.
INTRODUCTION
Coca-cola
HISTORY
Type: Public
Founded: 1892 by Asa Griggs Candler
Headquarters: Atlanta, Georgia, USA
Industry: Beverage
Products Beverages:
Web site: www.cocacola .com
Origin of the product:
Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886
• The history of the Beverages industry started when Atlanta, Georgia druggist John Stith
Pemberton invented coca wine called Pemberton’s French Wine Coca in 1884.
• He was inspired by the formidable success of French Angelo Mariani’s coca wine, Vin Mariani
to compete with the many patent medicines and cure
- all elixirs of that time. His company recommended it for the relief of hangovers headaches,
menstrual pains, and a host of other problems.
• One warm summer day Pemberton took some syrup down to will is venerable at Jacob’s Drug
Store in Atlanta.
• An ounce of the mixture was put into a glass, which was then filled with water and ice, creating the WORLD’S first Coca-Cola
Origin of the company:
• The following year, when Atlanta and Fulton County passed Prohibition legislation, Pemberton
began to develop a non-alcoholic version of the French Wine Coca.
• He named it Coca-Cola, because it included the stimulant coca leaves from South America and
was flavoured using kola nuts, a source of caffeine. Pemberton ran the first advertisement for the
beverage on May 29 that year in the Atlanta Journal.
• In 1887, while suffering from an ongoing addiction to morphine, Pemberton sold a stake in his
company to Asa Griggs Candler, who incorporated it as the Coca Cola Corporation in 1888. In
the same year, Pemberton sold the rights a second time to three more businessmen: J.C.
Mayfield, A.O. Murphy, and E.H. Bloodworth.
• Meanwhile, Pemberton’s alcoholic son Charley Pemberton began selling his own version of the
product. Three versions of Coca-Cola — sold by three separate businesses — were on the
market.
• When the United States entered World War II, The Coca-Cola Company began providing free
drinks for soldiers of the United States Army. The United States Army permitted Coca-Cola
employees to enter the front lines as “Technical Officers” where they operated Coke’s system of
providing refreshments for soldiers Coca-Cola set up bottling plants in several locations overseas
to assure the drink’s availability to soldiers, setting the stage for the company’s post-war
overseas expansion.
• The popularity of the drink exploded as American soldiers returned home from the war with a
taste for the drink.
• Before the United States entered World War II, the difficulty of shipping Coca-Cola
concentrate to Germany and its occupied states led to the creation of a new drink by a Coca-Cola
employee, Fanta.
• Fanta’s origins date back to World War II when Max Keith, who managed Coca-Cola’s
operations in Germany during the war, ran out of the ingredients
for Coke, which could be supplied only from the United States. Keith resorted to producing a
different soft drink, Fanta, which proved to be a hit, and when Coke took over again after the
war, it adopted the Fanta brand as well.
• The German Fanta K/are Zitrone (“Clear Lemon Fanta”) variety became Sprite, another of the
company’s bestsellers
In the 1930s, Robert W. Woodruff became president of the Coca-Cola Company, presiding over
the drink and its destiny till his death in 1985. Although he eventually stepped down from his
post due to stress, he retained control over the company despite holding positions with an
ostensibly low profile.
The headquarters of Coca-Cola, now listed by fortune as one of the 50 top corporations in the
United States, is still in Atlanta, Georgia. The actual sale and distribution of that magic elixir -
which, needless to say, on longer contains cocaine - is handled largely by a number of
independent bottlers. These bottlers buy syrup, mix it with carbonated water, and distribute it to
retailers in their area. The number of retailers who sell Coke to the public almost exceeds
counting.
PEPSI
Type: Public Founded: 1903 by DCC
BROADHAM
Headquarters: New York, USA
Industry: Food & Beverage
Products: Beverages,Snacks
Origin of the product:
• It starts with a small drug store in North Carolina. This little store belonged to young chemist
by the name of DCC BROADHAM. He invented a drink that the customers called BROAD’S
drink. In 1903, Bradham got its drink registered formally by the name of PEPSI COLA
.
Origin of the company:
He set his own company and kept its sales improving gradually. By 1909, more then 250 bottlers
in different American states had been allowed to sell under the PEPSI COLA license. PEPSI
COLA was first sold in the standard size of 6.5 ounces. In 1932 PEPSI COLA took courage
enough to introduce a bottle of 12 ounces. In 1950 the PEPSI COLA’S formula had been
changed by reducing its sweetness and calories and a new advertising campaign Refresh without
filling had been launched effectively. Under the supervision of the diligent sales staff and the
Marketing experts, PEPSI COLA began setting new records of eminence. At 30 plants per year,
new plants were established all across the globe. A new attractively designed bottle had been
introduced in 1957 in place for the 20 years old bottle, and the product line had been enhanced to
introduce the new flavors of TEAM & MIRINDA. PEPSI COLA today is available to more than
a billion people in 153 different countries which include the central independent states and
China.
MARKETING MIX
Definition
The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve
company's objectives
Four Ps
Product
In marketing, a product is anything that can be offered to a market that might satisfy a want or
need. It is of two types: Tangible (physical) and Intangible (non-physical). Since services have
been at the forefront of all modern marketing strategies, some intangibility has become essential
part of marketing offers. It is therefore the complete bundle of benefits or satisfactions that
buyers perceive they will obtain if they purchase the product. It is the sum of all physical,
psychological, symbolic, and service attributes, not just the physical merchandise. All products
offered in a market can be placed between Tangible (Pure Product) and Intangible (Pure Service)
spectrum.
A product is similar to goods. In accounting, goods are physical objects that are available in the
marketplace. This differentiates them from a service, which is a non-material product. The term
goods is used primarily by those that wish to abstract from the details of a given product. As
such it is useful in accounting and economic models. The term product is used primarily by those
that wish to examine the details and richness of a specific market offering. As such it is useful to
marketers, managers, and quality control specialists.
A service is a non-material or intangible product - such as professional consultancy, serving, or
an entertainment experience.
Coke – Product
The Coca-Cola formula is The Coca-Cola Company's secret recipe for Coca-Cola. As a publicity
marketing strategy started by Robert W. Woodruff, the company presents the formula as one of
the most closely held trade secrets ever and only a few employees know or have access to. This
Coca-Cola formula appears to be the original formula to Coca-Cola. It is from the book
“For God, Country and Coca-Cola”.
The company Coca-cola is a multinational and it is not limited to one product. Through the years
they have invented and introduced many products than their main cola drinks. The list of Coca-
cola brands are as follows:
Appletiser
Aquarius
BPM Energy
Barq's
Beat soda
Beverly
Cannings
Cheers
Ciel
Coca-Cola Black
Cherry Vanilla
Coca-Cola Blak
Coca-Cola C2
Coca-Cola Cherry
Coca-Cola Citra
Coca-Cola M5
Coca-Cola Zero
Coca-Cola
Coca-Cola with
Lemon
Coca-Cola with Lime
Dasani
Delaware Punch
Diet Coke
Fanta
Fanta Citrus
Fioravanti
Lemon & Paeroa
Lift
Lift plus
Lilt
Manzana Lift
Mare Rosso
Mello Yello
Mezzo Mix
Minute Maid
Nestea
New Coke
Nordic Mist
OK Soda
Pibb Xtra
Powerade
Qoo
Raspberry Coke
Relentless
Sarsi
Senzao
Simply Orange
Smart
Sparkle
Sprite
Sprite Ice
Sprite Remix
Sprite Zero
Fresca
Frisco
Fruitopia
Frutonic
Full Throttle
Georgia
Hi-C
Hit
Kia-Ora
Kinley
Surge
Swerve
Tab
Tab Clear
Tab Energy
Tab X-Tra
Tiky
Vault
Pepsi – Product
The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including