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INTRODUCTION ON PEPSI
• TRADEMARK- JOURNEY
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 Volta's 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 "India's sometimes
acrimonious relationship with huge
multinational companies."
ECONOMIC CRISES
In 1923, the Pepsi-Cola Company
entered bankruptcy—in large part due
to financial losses incurred by
speculating on the wildly fluctuating
sugar prices as a result of world war 1.
Coming at a time of economic crisis, the
campaign succeeded in boosting Pepsi's
status. From 1936 to 1938, Pepsi-Cola's
profits doubled.
The Project Blue design was first tested
in the United States in June 1997, and
was released that December in
preparation for Pepsi's 100th
anniversary. It was at this point, the logo
began to be referred to as the Pepsi
Globe . In 1993, Coca-Cola returned
 Indian market in pursuance of India’s
liberalization policy. As of 2012, Pepsi is
the third most popular carbonated drink
in India, with a 15% market share,
In comparison, Coca-Cola is the fourth
most popular carbonated drink,
occupying a mere 8.8% of the Indian
market share
SPORTS SPONSORSHIP ON PEPSI –
In 2007, and from 2013 to 2022, Pepsi
sponsored the NFL’s Super Bowl halftime
shows. Pepsi has the first global
sponsorship deals with the UEFA
Champions League and the UEFA
Women’s Champions League starting in
the 2015–16 season along with the sister
brand, Pepsi Max and became the global
sponsor of the competition. Pepsi has
official sponsorship deals with the
National Football League, National
Hockey League, and National Basketball
Association.[ Pepsi also has sponsorship
deals in international cricket team.
MARKETING -
Pepsi marketing has also been marred in
controversy. In 1989, Pepsi commissioned a
$5 million marketing campaign to coincide
with the release of Madonna's song " Pepsi
gained popularity with the introduction of a
12-ounce bottle during the Great
Depression and clever marketing strategies
like the "Nickel, Nickel" jingle and double
the sales The next year, Pepsi was sold in
six-ounce bottles, and sales increased to
19,848 gallons. Pepsi's market share as
compared to Coca-Cola's shot up
dramatically in the 1950s with African
American soft-drink consumers three times
more likely to purchase Pepsi over Coke.
Pepsi Marketing Strategies
Engaging with Consumers
Thinking Global, Acting Local
The Future: Innovation is the key
The Origin: The Power of Brand Identity
Star Power and Celebrity Sponsorships

Ingredients
Pepsi-Cola contains basic ingredients
found in most other similar drinks
including carbonated water, high fructose
com syrup, sugar, colorings, phosphoric
acid, caffeine, citric acid, and natural
flavors. The caffeine-free Pepsi-Cola
contains the same ingredients minus the
caffeine.
HISTORY ON COCA COLA -
Introduction on Coca-Cola

Coca-Cola is a carbonated soft drink sold

in stores, restaurants and vending
machines . 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.
EXPANSION -
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,
Coca-Cola 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,
Coca-Cola opted to discontinue its
operations in India.
How did the production happen
Coke products were sold in over 200
countries and territories worldwide, with
consumers drinking more than
1.8 billion company beverage servings
each day. Coca-Cola ranked No. 94 in
the 2024 Fortune 500 list of the largest
United States corporations by revenue.
Based on Interbrand's "best global
brand" study of 2023, Coca-Cola was the
world's sixth most valuable brand.
The bottlers produce the final drink by
mixing the syrup with filtered water and
sweeteners, putting the mixture into
cans and bottles, and carbonating it,
which the bottlers then sell and
distribute to retail stores, vending
machines, restaurants, and foodservice
distributors.
Coca-Cola was developed in 1886 by
pharmacist John Stith Pemberton. At the
time it was introduced, the product
contained cocaine from coca leaves and
caffeine from kola nuts which together
acted as a stimulant. The coca and the
kola are the source of the product name,
and led to Coca-Cola’s promotion as a
“healthy tonic". Pemberton had been
severely wounded in the American Civil
War, and had become addicted to the
pain medication morphine. At the time,
cocaine was being promoted as a "cure"
for opioid addiction, so he developed the
beverage as a patent medicine in an effort
to control his addiction.
BUSINESS MAN -
American businessman Asa Griggs
Candler purchased the Coca-Cola
formula and brand, forming the Coca-
Cola Company in Atlanta in 1892. By
1895, Coca-Cola was being sold
nationwide.In 1919, the company was
sold to Ernest Woodruff’s Trust Company
of Georgia, after which it was soon
reincorporated under the Delaware
General Corporation Law that same year.
ADVERTISEMENT -
Coca-Cola’s first ad read “Coca Cola.
Delicious! Refreshing! Exhilarating!
Invigorating Candler was one of the first
businessmen to use merchandising in his
advertising strategy.[citation needed] As
of 1948, Coca-Cola had claimed about
60% of its market share.By 1984, the
Coca-Cola Company’s market share
decreased to 21.8% due to new
competitors.
SPONSORSHIP – SPORTS
Coca-Cola sponsored the English
Football League from the beginning of the
2004–05 season (beginning August 2004)
to the start of 2010–11 season, when the
Football League replaced it with NPower.
Along with this, Coca-Cola sponsored the
Coca-Cola Football Camp, that took
place in Pretoria, South Africa during the
2010 FIFA World Cup.Major sponsorships
include the AFL, NHRA, NASCAR, the PGA
Tour, NCAA Championships, the Olympic
Games, the NRL, the FIFA World Cups,
Premier League and the UEFA European
Championships.[citation needed] The
company partnered with Panini to
produce the first virtual sticker album for
the 2006 FIFA World Cup, and they have
collaborated for every World Cup since.
Each fall, Coca-Cola is the sponsor of the
TOUR Championship by Coca-Cola held
at the East Lake Golf Club in Atlanta,
Georgia. The Tour j Championship is the
season-ending tournament of the PGA
Tour. In the Philippines, it had a team in
the Philippine Basketball Association, the
Powerade Tigers.
SPONSORSHIP – TELEVISION
Coca-Cola sponsored Walt Disney’s first
television show “One Hour in
Wonderland” broadcast on Christmas
Day 1950.Coca-Cola is also an executive
producer of Coke Studio (Pakistan). It was
a franchising that started in Brazil,
broadcast by MTV Brasil and there are
various adaptations of Coke Studio such
as Coke Studio (India), Coke Studio
Bangla and Coke Studio Africa.
India is one of the common market in the
world with a population of more than one
billion. Soft drink is a popular common
product which is generally purchased by
consumers for quenching their thirst in
summer and also to have cooling
refreshment. As far as the market of soft
drinks is concerned, it is facing cut throat
competition from the larger number of
soft drinks available in the market.
Different brands are available in every
segment of flavors, but the attitudes of
the consumers differ from each other due
to several factors. Every company tries to
increase their market share and their
sales volume.
DISCOUNTING SYSTEM- followed by the
companies proved to be an essential
factor to boost up the purchases made by
the retailers. The companies try to attract
the retailers to purchase more by
providing some schemes or incentives or
cash/card discount. If more discount or
any other incentive scheme is given to the
outlets, they make purchases to avail that
offer. Therefore, it is essential for any
company to have an efficient and
effective discounting system.
CHANNELS OF DISTRIBUTION -
Distribution is the spine of any FMCG
company. The main function of a retailer
is to bridge the gap between the supplier
and the customer. The central focus of
distribution is to increase the efficiency of
time, place, and delivery utility. For any
FMCG product it is essential to have a
good distribution network which should
be better than that of its competitors.
Distribution is the key area for any FMCG
business. For a smooth distribution
network, it is essential to keep the retail
outlets satisfied which in turn mainly
depend upon the profitability. Their
profitability is checked by keeping a
satisfied profit margin for them. Apart
from that, the company also provides
discount on purchase of different pack
sizes to some HVOs which in turn
increases their profit margin. Sometimes
the company also provides incentives to
the outlets which make frequent and high
purchases. To meet stiff and challenging
competition from some of the other
brands, it is essential for the company to
have an effective and efficient distribution
network. Therefore, the company tries to
keep the outlets satisfied by offering
discounts and some other incentive
schemes from time to time.
COCA COLA DERIVED -
This story begins in Atlanta, Georgia on
May 8, 1886, when a pharmacist called
Dr. John Smith Pemberton first mixed
Coca-Cola in his back yard. This formula,
which was made from carbonated water,
cane sugar syrup, caffeine, extracts of
kola nuts and cola leaves, was brought to
the nearby Jacobs Pharmacy where it
made its Debut as a soft drink the same
day, selling for only 5 cent. His
bookkeeper named this drink “Coca-
Cola” after the first two ingredients and
the same distinctive script he wrote it in is
the same logo they use To this day.
In January 1893 Coca-Cola was registered
with the L.S. patent office. Later on in
1915 the Root glass company created the
Lamous contour glass bottle for Coca-
Cola in 1915.
He died later that year. and Mr. Candler,
an Atlanta druggist, purchased total
interest in Coca-Cola for an unbelievable
$2,300 in 1891. In 1891, Candler and his
brother formed the CocaCola Company.
Coke is one of the world’s most
recognizable and widely sold commercial
brands; its major rival is Pepsi.
FIRST SALES. -
The first sales were made at Jacob’s
Pharmacy in Atlanta, Georgia, on May 8,
1886, and for the first eight months only
nine drinks were sold each day. Coca-
Cola was sold in bottles for the first time
on March 12, 1894, and cans of Coke first
appeared in 1955. By 1888, three versions
of Coca-Cola sold by three separate
businesses were on the market.
On February 7, 2005, the Coca-Cola
Company announced that in the second
quarter of 2005 they planned a launch of
a Diet Coke product sweetened with the
artificial sweetener sucralose
(“Splenda”), the same sweetener
currently used in Pepsi One. The company
actually produces concentrate for Coca-
Cola, which is then sold to various Coca-
Cola bottlers throughout the world. The
bottlers, who hold territorially-exclusive
contracts with the company, produce
finished product in cans and bottles from
the concentrate in combination with
filtered water and sweeteners. The
bottlers then sell, distribute and
merchandise Coca-Cola in cans and
bottles to retail stores and vending
machines. Such bottlers include Coca-
Cola Enterprises, which is the single
largest Coca-Cola bottler in North
America and Europe. The Coca-Cola
Company also sells concentrate for
fountain sales to major restaurants and
food service distributors.
PRODUCT INCLUDES -
The Coca-Cola Company has on
occasion introduced other cola drinks
under the Coke brand name. The most
famous of these is Diet Coke, which has
become a major diet cola but others
exist, such as Cherry Coke, Coke Zero,
and Vanilla Coke. The Coca-Cola
Company owns and markets other soft
drinks that do not carry the Coca-Cola
branding, such as Sprite, Fanta, and
others. The actual production and
distribution of Coca-Cola follows
franchising model.
The Coca-Cola Company only produces a
syrup concentrate, which it sells to
various bottlers throughout the world who
hold Coca-Cola franchises for one or
more geographical areas. The bottlers
produce the final drink by mixing the
syrup with filtered water and sugar (or
artificial sweeteners) and fill it into cans
and bottles, which the bottlers then sell
and distribute to retail stores, vending
machines, restaurants and food service
distributors.
Pepsi is often second to Coke in terms of
sales, but outsells Coca-Cola in some
localities. In India, Coca-Cola ranks third
behind the leader, Pepsi-Cola, and local
drink Thums Up. However. The Coca-Cola
Company purchased Thums Up in 1993.
The products of the company reach
consumers and customers around the
world through a vast distribution network
made up of local bottling companies.
These bottlers are located around the
world, and most are independent
businesses. Using syrups, concentrates
and beverage bases produced by the
Coca-Cola Company, their global bottling
system packages and markets. Products,
then distributes them to more than 14
million retail outlets worldwide. The
Coca-Cola Company is committed to
assisting its bottlers with the functions of
an efficient bottling operation and
initiating quality systems to ensure the
highest quality products for their
consumers.
TRADEMARK ™
The trademark "Coca-Cola” was
registered with the U.S. Patent and
Trademark Office in 1893, followed by
“Coke” in 1945. The unique contour
bottle, familiar to consumers everywhere,
was granted registration as a trademark
by the U.S. Patent and Trademark Office in
1977; an honor awarded very few
packages. The most valuable assets
happen to be the trademarks they
possess. For Coca-Cola, the most drunk
soft drink on earth is one of the world s
best-known and most admired
trademarks, recognized by more than 90
percent of the world s population.
Interestingly, the world that is touched by
the cherished drinks for every moment,
the Coca-Cola trademarks happen not
only to be their most valuable assets but
of the entire earth. The business system
of the Company in India directly employs
approximately 6,000 people, and
indirectly creates employment for many
more in related industries through our
vast procurement, supply and distribution
system. The term soft drink originally
applied to carbonated drinks made from
concentrates, although it now commonly
refers to almost any cold drink that does
not contain alcohol.
PROFITABILITY -
Hindustan Coca-Cola Beverages Private
Limited is an Indian subsidiary of the US
based Coca-Cola Company. The
company-owned Bottling arm of the
Indian Operations. Hindustan Coca-Cola
Beverages Private Limited is responsible
for the manufacture, sale and distribution
of beverages across the country. Coca-
Cola India is among the country’s top
international investors, having invested
more than USS 1 billion in India within a
decade of its presence and further
pledged another US$ 100 million in 2003
for its operations. It is the world’s largest
selling soft drink since 1886. The Coca-
Cola Company returned to India in 1993
after a gap of 16 years giving new Thums
up to the Indian Soft Drink Market and
took over the ownership of the nation’s
top soft-drink brands and bottling
network. The vast Indian operations
comprises 25 wholly company owned
bottling operations and another 24
franchisee owned bottling operations and
a network of 21 contract packers also
manufactures a range of products for the
Company.

MISSION:
Our Roadmap starts with our mission,
which is enduring. It declares our purpose
as a company and serves as the standard
against which we weigh our actions and
decisions.
To refresh the world….
To inspire moments of optimism and
happiness…..
To create value and make a difference.

VISION:
Our vision serves as the framework for
our Roadmap and guides every aspect of
our business by describing what we need
to accomplish in order to continue
achieving sustainable, quality growth.
People : Be a great place to work where
people are inspired to be the best they
can be.
Portfolio: Bring to the world a portfolio of
quality beverage brands that anticipate
and satisfy people’s desires and needs.
Partners: Nurture a winning network of
customers and suppliers, together we
create mutual, enduring value.
Planet: Be a responsible citizen that
makes a difference by helping build and
support.
Sustainable communities.