PREFACE

Cola wars is the term used to describe the campaign of mutually-targeted television advertisements in the 1980s between

Coca-Cola and Pepsi-Cola. They first began showing people doing blind taste tests in which they preferred one product over

the other, then they began hiring more and more popular spokespersons to promote their products.

They focused particularly on rock stars; notable soft drink promoters included Michael Jackson (for Pepsi) and Paula Abdul

(for Diet Coke). One example of a heated exchange that occurred during the Cola Wars was Coca-Cola making a strategic

retreat on July 11, 1985, by announcing its plans to bring back Coke Classic. Royal Crown Cola was also a major

competitor with Coke and Pepsi during the "Cola Wars."

The Cola Wars are referenced in the Billy Joel song "We Didn't Start the Fire"; in the South Park episode "It's Christmas in

Canada"; and recently in the internet game Kingdom of Loathing.

In 1985, Coca-Cola and Pepsi were launched into space aboard the Space Shuttle in order to conduct a taste test. The

companies had to design special cans for use in zero G conditions. The experiment was classified a failure by the shuttle

crew, primarily due to the lack of refrigeration and gravity. Coke would later return to space with an improved delivery

system.During the 1990s, a "second cola war" was reported in the United Kingdom. This time it was due to the launch of

Virgin Cola and Sainsbury's generic Classic Cola, that, unlike most generic colas, was designed to look like a top product

worthy of competition. For a few years both colas gave Coca Cola and Pepsi a run for the money, Coca Cola even sued

Sainsburys claming the design of their cans was far too similar to theirs. However, today, both Virgin and Classic Cola are

far behind the two major brands.

TABLE OF CONTENTS

Topic Page No.

I. Introduction 6

1. Cola-war - International Scenario

a. History

b. Advertising History & Commercials

c. Slogans

2. Industry Overview 11

a. Pepsi

b. Coke

3. Cola-War

a. Cola War: The Concept

b. Cola's in India; Major Players & Portfolio

II. Research Methodology

1. Problem Statement 20

2. Sampling

3. Research Objectives

4. Source Of Data And Data Collection Method

5. Questionnaire Design

6. Limitations

III. Research Analysis ....23

1. Analysis And Findings...24

2. Interpretations & Recommendations...33

3. Conclusions

V. Appendix

1. Questionnaire for Survey

2. Questionnaire For Video Interview

VI. Referencea. COLA WAR INTERNATIONAL SENARIO

a. History

There's little doubt that the most spirited and intense competition in the beverage world is between Coca-Cola and Pepsi.

These two American companies long ago took their battle worldwide, and although there are other colas in the market, these

giants occupy this high-stakes arena by themselves. The impact of Coke and Pepsi on popular culture is indisputable, and I

have observed in my time managing this web site that America has not become jaded about the cola wars. The memorabilia,

the jingles, the trivia - all still popular. So I am offering this page in an attempt to assuage a wee bit of the Coke and Pepsi

thirst that is thriving on our planet.

Coca-Cola was invented and first marketed in 1886, followed by Pepsi in 1898. Coca-Cola was named after the coca leaves

and kola nuts John Pemberton used to make it, and Pepsi after the beneficial effects its creator, Caleb Bradham, claimed it

had on dyspepsia. For many years, Coca-Cola had the cola market cornered. Pepsi was a distant, non threatening contender.

But as the market got more and more lucrative, professional advertising became more and more important. These soda

companies have been leading the way in advertising ever since.

b. ADVERTISING HISTORY & COMMERCIALS

Pepsi has definitely leaned towards the appeal of celebrities, popular music, and young people in television commercials,

while Coke relies more heavily on images of happiness and togetherness, tradition, and nationalism, perpetually trying to

cash in on its original lead. In a simplified sense, you could sum up the strategies as Coke: Old, Pepsi: New. In fact, as we

will see, when Coca-Cola tried something new, it was disaster. The first magazine ad for Coca-Cola appeared in Munsey's

in 1902. Advertisements began to appear on billboards, newspapers, and streetcars. Soon there were serving trays with

images of people enjoying Coca-Cola, and glasses with the cola's name on them. At this time, Coca-Cola and Pepsi were

served in drugstore soda fountains. In 1909, Pepsi used its first celebrity endorser, automobile race driver Barney Oldfield,

in newspaper ads. In 1921, Pepsi went bankrupt, but continued to appear on the scene, although not nearly so successfully

as Coca-Cola. In 1931, Pepsi went bankrupt again, but the new owner, Roy Megargel, would hit upon an idea that would

finally give Coca-Cola some competition. In 1934, he marketed Pepsi in a 12-ounce bottle for a nickle. At the time, CocaCola was sold in a 6-ounce bottle for ten cents. Voila! Profits for Pepsi. Pepsi racked up another first by airing the first radio

jingle in 1939. It was so popular that it was played in jukeboxes and became a hit record. Coca-Cola hit the airwaves in

1941. In 1946, inflation forced Pepsi to increase prices. And in 1950, Pepsi offered a larger 26-ounce bottle to court the

young American housewife. In the 1960's, the cola ad wars moved to television. Coca-Cola employed a host of celebrity

singers to promote the product, including Connie Francis , Tom Jones, The New Beats, Nancy Sinatra, and The Supremes.

As we moved through the years, both colas incorporated some of their best slogans ("Pepsi Generation" and "the Real

Thing") into subsequent commercials.

In the 1970s, market research showed that consumers preferred the taste of Pepsi over Coke. The Pepsi Challenge is still

being conducted today. But Coke came up with what is arguably the best of all cola commercials, the 1971 I'd Like to Buy

the World a Coke ad. This landmark was recalled in Christmas versions in 1983 and 1984, and a 1990 Super Bowl ad,

which was enough to make some Baby Boomers weep with nostalgia. In the 1980's, Pepsi lined up the celebrities, starting

with Michael Jackson, then Madonna, Michael J. Fox, Billy Crystal, Lionel Ritchie, Gloria Estefan, Joe Montana, and

others. Coke signed on Michael Jordan, New Kids on the Block, Aretha Franklin, Elton John, and Paula Abdul. In 1985,

responding to the pressure of the Pepsi Challenge taste tests, which Pepsi always won, Coca-Cola decided to change its

formula. Bill Cosby was the pitchman. This move set off a shock wave across America. Consumers angrily demanded that

the old formula be returned, and Coca-Cola responded three months later with Classic Coke. Eventually, New Coke quietly

disappeared. Pepsi, meanwhile, had its own flop, Crystal Pepsi, which was supposed to catch the strange wave of the times

when everything colorless was clean and desirable (Zima, bottled water). And then there was Pepsi Lite with the lemony

flavor and one calorie, introduced in 1975. Remember that one? Apparently they didn't expect us to because later they gaveus Pepsi One, using the same concept, but a completely different taste. And, extending the idea even further, we are now

getting Pepsi Twist, a new product with a twist of lemon flavor. In 1991, Ray Charles sang, "You got the right one baby, uhhuh!" Also in the 1990s, Cindy Crawford and the Spice Girls pitched Pepsi. And then Pepsi aired commercials featuring the

aggravating little girl (Hallie Eisenberg) with her troubling male voice. In the new century, both colas continue to battle it

out on the television screen. And celebrities continue to be important promoters. Recently, Pepsi has had commercials by

Bob Dole and Faith Hill, among others.

c. SLOGANS

It's clear in looking at the slogans over the years that Coke and Pepsi have very different targeting strategies. Coke is touting

itself as the original, the authentic, and appealing to a sense of tradition, positioning itself as an integral part of daily

American life. Pepsi, on the other hand, is promoting itself as something new, young, and hip, which seems a little odd after

over 100 years. But Coke was first, after all. Pepsi has always targeted the youth market more aggressively than Coke.

COCA-COLA

1886 - Drink Coca-Cola

1904 - Coca-Cola Satisfies

1904 - Delicious and Refreshing

1905 - Coca-Cola Revives and Sustains

1906 - The Great National Temperance

1907 - Delicious Coca-Cola, Sustains, Refreshes, Invigorates

1908 - Sparkling - Harmless as Water, and Crisp as Frost

1909 - Delicious, Wholesome, Refreshing

1910 - It Satisfies

1911 - Real Satisfaction in Every Glass

1912 - Demand the Genuine - Refuse Substitutes

1913 - The Best Beverage Under the Sun

1914 - Demand the Genuine by Full Name

1917 - Three Million A Day

1919 - Quality Tells the Difference

1920 - Drink Coca-Cola with Soda

1922 - Thirst Knows No Season

1926 - Stop at the Red Sign

1927 - Around the Corner from Anywhere

1933 - Don't Wear a Tired, Thirsty Face

1934 - Carry a Smile Back to Work

1938 - The Best Friend Thirst Ever Had

1939 - The Drink Everybody Knows

1941 - Completely Refreshing

1943 - That Extra Something

1957 - Sign of a Good Taste

1958 - The Cold, Crisp Taste of Coke

1959 - Be Really Refreshed

1960 - Relax With Coke

1966 - Coke . . . After Coke . . . After Coke

1970 - It's the Real Thing

1971 - I'd Like to Buy the World a Coke

1974 - Look Up, America

1976 - Coke Adds Life

1979 - Have a Coke and a Smile

1982 - Coke Is It!

1984 - Just For the Taste of It (Diet Coke)

1985 - Just For the Free of It (Caffeine Free Coke)

1987 - You Can't Beat the Real Thing

PEPSI-COLA1903 - Exhilarating, Invigorating, Aids Digestion

1907 - Original Pure Food Drink

1919 - Pepsi-Cola - It Makes You Scintillate

1920 - Drink Pepsi Cola. It will satisfy you.

1928 - Peps You Up!

1932 - Sparkling, Delicious

1943 - Bigger Drink, Better Taste

1949 - Why take less when Pepsi's best?

1950 - More Bounce to the Ounce

1950 - The Light Refreshment

1954 - Refreshing Without Filling

1961 - Now It's Pepsi, For Those Who Think Young

1967 - Taste That Beats the Others Cold

1967 - Pepsi Pours It On

1973 - Join the Pepsi People Feelin' Free

1975 - Have a Pepsi Day

1978 - Catch That Pepsi Spirit

1981 - Pepsi's Got Your Taste For Life!

1984 - Pepsi, the Choice of a New Generation

1992 - Gotta Have It

1993 - Be Young, Have Fun, Drink Pepsi

1999 - The Joy of Cola

2. Industry Overview

PEPSI

Pepsi-Cola

Pepsi-Cola, most commonly called Pepsi, is a soft drink produced by PepsiCo which is sold worldwide in stores, restaurants

and vending machines. The brand was trademarked on June 16, 1903, though the drink was first made in 1898 by

pharmacist Caleb Bradham. Similar to Coca-Cola, its major rival, Pepsi was originally intended to cure stomach pains.

There are several types of Pepsi, including Pepsi Vanilla, Diet Pepsi (the most popular variant), and, outside the United

States, Pepsi Max.

History

Pepsi-Cola, originally called "Brad's drink", was first made in New Bern, North Carolina in the United States in the early

1890s by pharmacist Caleb Bradham. On August 28, 1898 , "Brad's drink" was changed to "Pepsi-Cola" and later

trademarked on June 16, 1903. As Pepsi was initially intended to cure stomach pains, Bradham coined the name Pepsi from

the condition dyspepsia (stomachache or indigestion). It was made of carbonated water, sugar, vanilla, rare oils, pepsin and

kola nuts.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold

7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles and sales increased to 19,848 gallons. In 1905,

Pepsi received its first logo redesign since the original design of 1898. In 1906, the logo was changed again. That same year,

the US federal government passed the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and

uranium from food and beverages. This forced Coca-Cola to change their formula; however, Pepsi-Cola was already free of

these substances, and thus claimed they already met federal requirements.

In 1909, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as "A bully drink...refreshing,

invigorating, a fine bracer before a race". In 1923, Pepsico went bankrupt due to high sugar prices as a result of World War

I, assets were sold and Roy C. Megargel bought the Pepsi trademark. [1]Eight years later, the company went bankruptagain, resulting in a reformulation of the Pepsi-Cola syrup formula. In the following years, the drink gained in popularity

and in 1934, debuted the 12-ounce drink. In 1964, the Diet Pepsi variation of the drink debuted, being the United States's

first national diet soft drink.

In 1980, Pepsi introduced the Pepsi Challenge marketing campaign where Pepsico set up a blind tasting between Pepsi-Cola

and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two

soft drinks. Pepsi took great advantage of the campaign with television commercials reporting the test results to the public.

[2]

While some claim that Pepsi tastes identical to Coca-Cola, others say they can detect a difference. In the past, the difference

in taste between Pepsi and Coca-Cola's Coke was even greater than it is today. When the Pepsi taste became more popular,

Coca-Cola adapted their drink to be closer to the American taste of Pepsi (New Coke).[3] Although Pepsi claimed this a

victory for their brand of cola, Coca-Cola soon reverted because, while testing showed the taste of the new Coke was better,

consumers preferred Coca-Cola to stay the same. Coke remains the more popular of the two.

Types of Pepsi

There are many types of Pepsi-Cola all differing in taste, price and appearance. Diet Pepsi is one of the most popular

variations of the drink, containing no sugar and zero calories. Other popular variations of the drink are Pepsi Max and Pepsi

ONE, both sugar-free colas. A caffeine-free cola called Pepsi Free was introduced in 1982 by PepsiCo as the first majorbrand caffeine-free cola and is today sold as Caffeine-Free Pepsi and Caffeine-Free Diet Pepsi. In 1988, the company

launched Wild Cherry Pepsi as a response to the popularity of Cherry Coke. Though rarely marketed, the drink remains

widely available. Although there has always been a diet variation of the drink since it came out, Diet Wild Cherry Pepsi

didn't become widely available until 2005, when Wild Cherry Pepsi was reformulated. Pepsico have attempted marketing

many different flavors of the drink, however many were quickly discontinued amidst poor sales. Crystal Pepsi was

introduced in 1992 and sold until 1993 as a rival to New Coke which was also a failure. Pepsico attempted the drink again

with the Pepsi Blue in mid-2002 and withdrew it from the market in 2004. Pepsico market tested coffee tasting variations of

the drink with Pepsi Kona in Lehigh Valley and Pennsylvania areas between 1994 and 1996. In 2005, Pepsi Cappuccino

was released in Romania and Bulgaria with another coffee flavored cola called Pepsi Tarik in Malaysia. Many types of the

drink have only been produced or sold for a limited time, such as Pepsi Holiday Spice, a spicy Hanukkah/Christmas

seasonal finish of ginger and cinnamon. PepsiCo also rivaled Coca-Cola's lemon-flavored products with Pepsi Twist, which

was a commercial failure due to criticism of the taste. Pepsi A-ha, with a lemon flavour was launched in India in 2002 but

was not successful either. Pepsi Twist has been successfully marketed in Brazil (with lime instead of lemon), where a

limited-edition version is also sold. Pepsi X is another variation which contains more caffeine than regular Pepsi-Cola and

in addition also contains taurine and guar nine. It is similar to other energy drinks such as Red Bull. Another type is Pepsi

Samba which was released in Australia in the 3rd Quarter of 2005. It is Pepsi with a tropical taste of tamarind and mango.

COCA-COLA

As a publicity marketing strategy started by Robert W. Woodruff, the company presents the formula of Coca-Cola as one of

the most closely held trade secrets in modern business that only a few employees know or have access to. In particular, the

secret ingredient "7X" has long been touted an integral component of Coca Cola's formula though it has never been

established what, if anything, the "X" refers to-- although it has been stated that Coca Cola had employees mix the drink by

numbers assigned to specific ingredients rather than by name, to avoid the possibility of employees reverse-engineering the

recipe. However, experienced perfumers and food scientists - today aided by modern analytical methods - can easily

identify the composition of food products, a fact that is further supported by the many cola flavorings and competing soft

drinks like Pepsi.

History

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests in which

they expressed a preference for Pepsi over Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred

to as the cola wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis

ball was furrier. Thereafter, Coca-Cola regained its leadership in the market. In an attempt to broaden its portfolio, CocaCola purchased Columbia Pictures in 1982. Columbia provided subtle publicity through Coke product placements in many

of its films while under Coke's ownership. However, after a few early successes, Columbia began to under-perform, and

was dropped by the company in 1989.

Types of Coke

* Coca-Cola

* New Coke* Diet Coke

* Coca-Cola C2

* Coca-Cola Zero

* Cherry Coke

* Diet Cherry Coke

* Vanilla Coke

* Diet Vanilla Coke

Coca-Cola with Lime

Diet Coke with Lime

Coca-Cola with Lemon

Diet Coke with Lemon

Raspberry Coke

Diet Raspberry Coke

Coca-Cola Light

Coca-Cola Light with Citra

Coca-Cola Light with Lemon (retired 2005)

Coca-Cola Light Sango

Diet Coke sweetened with Splenda

Black Cherry Vanilla Coca-Cola

Diet Black Cherry Vanilla Coke

Coca-Cola Blāk

Coke Sakto

Coca-Cola M5

Coca-Cola Citra

Diet Coke Citra

Coke Zero

3. COLA WAR

a. The concept

Commercials and soft drinks have become a part of everyday life in America. The combination of these pop-culture

creations has made resisting the temptation of sugar based carbonated beverages virtually impossible for most. A wellknown soft drink war between Pepsi and Coca-Cola keeps new, edgy advertising techniques airing during commercial

breaks of popular television viewing. Both companies have successfully sold their products despite different selling

techniques used when it comes to advertising on television. The Pepsi Cola Corporation uses excellent marketing strategies,

such as celebrity appearances, to sell their product, whereas Coca-Cola's realistic approach has placed them at the top of the

soft drink industry. Not only do these competitive companies use television advertising to sale their beverages, but they also

attract their consumers with their distinctive product packaging.

b. Cola's in India the major Players, Competitors, Portfolio..etc

The cola wars had become a part of global folklore - something all of us took for granted. However, for the companies

involved, it was a matter of 'fight or succumb.' Both print and electronic media served as battlefields, with the most bitter of

the cola wars often seen in form of the comparative advertisements.

In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major players, Coke and Pepsi offered

products that 'looked the same and tasted the same,' substantial market share growth seemed unlikely. However, Coke and

Pepsi kept rejuvenating the market through product modifications and pricing/promotion/distribution tactics. As thecompetition was intense, the companies had to frequently implement strategic changes in order to gain competitive

advantage. The only way to do this, apart from introducing cosmetic product innovations, was to fight it out in the

marketplace. This modus operandi was followed in the Indian markets as well with Coke and Pepsi resorting to more

innovative tactics to generate consumer interest. In essence, the companies were trying to increase the whole market pie, as

the market-shares war seemed to get nowhere.

This was because both the companies came out with contradictory market share figures as per surveys conducted by their

respective agencies - ORG (Coke) and IMRB (Pepsi). For instance, in August 2000, Pepsi claimed to have increased its

market share for the first five months of calendar year 2000 to 49% from 47.3%, while Coke claimed to have increased its

share in the market to 57%, in the same period,from55%.

Media reports claimed that the rivalry between Coke and Pepsi had ceased to generate sustained public interest, as it used to

in the initial years of the cola brawls worldwide. They added that it was all just a lot of noise to hard sell a product that had

no inherent merit.

The Players

Coke had entered the Indian soft drinks market way back in the 1970s. The company was the market leader till 1977, when

it had to exit the country following policy changes regarding MNCs operating in India. Over the next few years, a host of

local brands emerged such as Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and

Coke in the 1990s, almost the entire market went under their control. Making billions from selling

carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged as truly global brands. Coke was born

11 years before Pepsi in 1887 and, a century later it still maintained its lead in the global cola market. Pepsi, having always

been number two, kept trying harder and harder to beat Coke at its own game. In this never-ending duel, there was always a

new battlefront opening up somewhere. In India the battle was more intense, as India was one of the very few areas where

Pepsi was the leader in the cola segment. Coke re-entered India in 1993 and soon entered into a deal with Parle, which had a

60% market share in the soft drinks segment with its brands Limca, Thums Up and Gold Spot. Following this, Coke turned

into the absolute market leader overnight. The company also acquired Cadbury Schweppes' soft drink brands Crush, Canada

Dry and Sport Cola in early 1999.

Portfolio1. Statement of Problem

Decline in the preference of coke & packaging strategy.

2. Objectives

It is to find out the preferences of each brand including packaging of each product

3. Null Hypothesis

Pepsi gaining importance in the county whereas coke is loosing importance.

4. Requirement of Resources

Considering the nature of the problem to be studied, the data had to be collected from primary sources, i.e. first hand

information had to be collected from respondents directly since the answers to the problems mentioned were not directly

available in any published or secondary sources.

The consumer survey is to be conducted by the personal interview method where the respondents will be personally met by

the interviewer. The method of collecting information through personal information was carried out in a structured way. It

included a use of a pre-determined set of questions.

1)Library & documentation facility

2)Field Investigation

3)Computation

4)Application of research feedback

5)Team support & Networking among Research Groups

6. Time Schedule

3 weeks

7. Methodology Of Research

1. Historical Method

2. Descriptive Method

3. Field study Method

8. Design for reporting the research Findings

Completely Randomize & census method of investigating

9. Sample size

Selected sample size is 60

10. Questionnaire Design

The questionnaires were designed based on the problems under consideration. Personal judgment was used in determining

which type of questions might be the most applicable to the information to be obtained.

The format of the questionnaire was based on the standard procedure. The questionnaire has been designed in a fashion that

would aid in capturing the details, which would provide the answers to the problem in question.

11. Limitations

1. The sample size was restricted to 60 respondents.

2. The area used for conducting research includes management colleges & residential areas.

3. Few of the respondents gave answers to questions half-heartedly & in hurry.

4. Inaccuracy of data given by the respondents cant be ruled out.

Every research study is subject to some limitations and so was the case with this study. Time was the most limited resource.A fallout of this is the selections of the sampling design and the sample size. The sample size had to be restricted to 60. This

limitation on sample size could reduce the representative ness of the population. The major limitation of the sampling

design being non-probability sample is the inability to calculate sampling errors. Apprehensions about disclosing

confidential information were most common.

12. Variables

1. Observable Variable

Package, Brands, Advertisement

2. Real variable

Price

3. Dummy Variable

Increase in Price

4. Explanatory & Criterion Variable

13. Personal Interview

Personal interview was conducted on the sample size of 10. The major characteristics which was common in all the sample

was that all of them belong to mass media background, students of the course of Bachelor In Mass-Media .

14. Technique

The technique used for conducting interview with the help of certain aids like video camera & power point presentation.1. PreferencesAll the 60 respondents interviewed resided in the city of Mumbai. The sample had preferences over the above mentioned

drinks

2. Brand Specification

.

This is the specification given by the respondents over the specification while selection of particular brand.

3. Consumption Propensity

The above chart shows the consumption propensity based in the parameter stated as everyday, thrice a week or once a week.

4. Influencing Factors

The question asked to the respondents on various parameters which influence them while purchasing the aerated drinks and

the respondents replied those parameter in close ended pattern.

4 (b). Influencing Factor for Purchase Decision

The other part of the above question was to rank those parameter with reference to the personal preferences.

5. Satisfaction Level

Respondents were asked their satisfaction level after the consumption of these aerated drinks. There was specific bifurcation

between two major brands so the one can get clear picture of the choices of the consumer.

6. Package Attractiveness

The pattern of asking the attractiveness of the package was just with the motto to know whether really package attract them

and if yes then further other elements of it can be identified and analyzed.

7. Essential Elements of Package

This question was answered on the basis of given parameter of essentials of

package and ones most important factor of it.

8. Advertisement Appeal.

This was done to identify the advertisement appeal and how much does the advertisement effect they have while purchasing

these drinks.

9. Coke v/s Pepsi Ad's

This question was asked in order to identify which is most preferred brand with its advertising. This question was very

specific with respect to the study of the tow major cola band and its advertising effect on the consumer.

10. Cola-War in Current Market Scenario

The main objective of the study was of the competitive analysis between two leading band and based on this fact the abovetwo brands were selected. There was age old Cola-War is prevailing in the market which was asked to the respondents

according to them whether it is healthy or not.

11. Price Differentiation & Brand Loyalty

It was asked to the respondents whether they will switch over to the other product with the slight rise in price.

12. Price Variation

Preference over Price

13. Demographics

The demographic selected which census basis consists of mostly equal number of male and female. The sample size consists

of total 60 respondents

14. Age

The age of the respondents varied between 10 to 60 years with most of the respondents falling in the age group of 21-40

years. This is primarily because the respondents were interviewed on the basis of convenience due to restrictions on time.

15. Occupation

More than 50% of the sample consisted of students whereas almost 18% were working executives. The sample consisted of

10% and 6% of professionals and businessmen respectively.QUESTIONNAIRE

Hello! I am conducting a research study as a part of my curriculum. I would like to ask you a few questions regarding the

cola brand you prefer. I assure you, it will take only a few minutes of your time.

1) Which aerated drink do u prefer?

Coke__________ Pepsi________________

Fanta__________ Sprite________________

Others_________

2) Are you brand specific every time?

Yes_______ No____________

3) How often do you consume these aerated drinks?

Everyday________ Thrice a week_________

Once a week_______

4) While purchasing aerated drinks which factor influence your purchase decision?AttributesYesNo

Trendy/ Fashion

Brand Name

Availability

Health Consciousness

Satisfaction From Previous Purchase

Taste

Trustworthiness

5) Tick the following:

BrandsTriedSatisfiedUnsatisfiedReasons

Coke

Pepsi

6) Please circle the number:

Opinion

StatementsVery LessLessNeutralModerateVery

Much

Drinking aerated water is important

1

2

3

4

5

Price is an important factor while buying a drink

1

2

3

4

5

while buying a drink status level has a part to play

1

2

3

4

5

Package is Important

1

2

3

4

5

Does sealed cover according to you represent purity

1

2

3

4

57) Does package attract them?

Yes_________ No_________________

8) What are the essentials of a good package?

Color Theme________ Symbols/Logos__________

Durability___________ After use_______________

Others______________

9) Does Advertising provoke you?

Yes_____________ No______________________

10) Which brands Ads appeal you more to buy the brand ?

Coke________ Pepsi_____________________

11) Is it healthy according to you the 'COLA-WAR' in the current market scenario?

Yes____________ No______________________

12) What lessons did you learn form the 'COLA-WAR'?

___________________________________________________________________________________________________

___________________________________________________________________________________________________

__________________

13) Given a situation with a money in your hand equivalent to the price of prevailing cola brands. Which brand will you

purchase?

14) Name_______________________________________________________________

15) Gender

Male___________ Female__________________

15) Age_______________________

16) Occupation

a) Student_______________

b) Professional___________

c) Businessman___________

d) Housewife____________

17) Residence__________________________

!!!!!!!!!!!!!!!Thank you!!!!!!!!!!!!!!!!!!!Questionnaire for Video-Interview

1.What is your name?

2.May I know your age?

3.Which aerated cola do you prefer?

4.What is the purpose of preferring these aerated cola drinks according to you?

5.What influenced you to purchase cola?

6.What are the features of the cola drink you prefer?

7.Are you aware of the COLA-WAR?

8.What would be your comment on the cola war?

9. From the consumer point of view what are the Gains/Losses are you able to get from these COLA-WARS?

10.Is it in any case healthy for society?