A

PROJECT REPORT ON
“TO MEASURE THE BRAND PERSONALITY OF BRANDS COCA
COLA AND PEPSI.”

Submitted By:
HINAL DOBARIYA

Submitted To:
DR. RENUKA GARG

MBA PROGRAMME
2019-21

DEPARTMENT OF BUSINESS AND INDUSTRIAL MANAGEMNT

VNSGU, SURAT.
ACKNOWLEDGEMENT

The satisfaction and excitement that accompany the successful completion of any task would
be incomplete without mention of leader, whose constant guideline and encouragement
crown all the efforts with success.

I am highly obliged to Veer Narmad South Gujarat University for arranging the programme
of practical training in masters of business administration in such a manner.

As the student of management, I feel proud on successfully completing the winter internship
project report on ―To Measure the Brand Personality of Brands Coca Cola and Pepsi‖ under
the guidance of Dr. Renuka Garg. I would like to thank her for her encouragement and
support during training.
EXECUTIVE SUMMARY

This report is based on the market research conducted on the topic ―To Measure the Brand
Personality of Brands Coca Cola and Pepsi‖.

As the customer are treated as king of today’s business world so it’s mandatory to see that
our customer are satisfied. It begins with the introduction of Coca Cola and Pepsi companies
of the soft drinks industry. The project report has been made interesting with the inclusion of
topic, which covers advertising of the Coca Cola and Pepsi, Vision and Mission of these two
companies, Competitors, SWOT Analysis and the Target Market of the two companies. The
major players in the soft drinks industry in India are Coca Cola and Pepsi.

The study attempts to analyze and determine ―To Measure the Brand Personality of Brands
Coca Cola and Pepsi‖, and also find out the satisfaction level towards quality, service and
price of Coca Cola and Pepsi. The research was purely based on the survey conducted in
Surat. The sampling technique used was Non Probability convenience sampling.

The data was collected from secondary as well as primary sources. Secondary data collected
from internet and website. Structure questionnaire was use to collect primary data. In the
modern urban culture consumption of soft drinks particularly among younger generation has
become very popular. Children of all ages and groups are especially attracted by the mere
mention of the word soft drinks.

The main objective is to measure the brand personality of Coca Cola and Pepsi. And to
measure the gender dimensions of brand personality of Coca Cola and Pepsi. And also to
analyse and study in efficient way the current position of these two companies. The project
was carried in Surat with sample size of 220.
TABLE OF CONTENT

Table of Contents

Declaration…………………………………………………………………....

College Certificate…………………………………………………………...

Acknowledgement…………………………………………………………....

Executive Summary………………………………………………………….

1. Introduction .................................................................................................. 01
1.1 Information about Coca Cola ....................................................................01
1.2 Information about Pepsi ........................................................................... 07
1.3 Rivalry of Coca Cola and Pepsi ................................................................14
1.4 Brand Personality ..................................................................................... 17
1.5 Literature Review ...................................................................................... 19
2. Research Methodology ...................................................................................22
2.1 Problem Statement .................................................................................... 22
2.2 Research Objective .................................................................................... 22
2.3 Research Design ........................................................................................ 22
2.4 Sample Unit ..............................................................................................22
2.5 Sampling Procedure ..................................................................................22
2.6 Sample Size ............................................................................................. 22
2.7 Data Collection ......................................................................................... 22
2.8 Scope of Research ..................................................................................... 23
2.9 Instrument ............................................................................................... 23
2.10 Statistical tools used for data analysis ............................................... 23
2.11 Limitation ........................................................................................... 23
3. Data Analysis & Interpretation ................................................................... 24
4. Findings & Conclusion .................................................................................. 42
4.1 Findings .................................................................................................. 42
4.2 Conclusion ............................................................................................... 45
Bibliography ................................................................................................. 47
Annexure ........................................................................................................ 48
 CHAPTER: 1
INTRODUCTION
INTRODUCTION

1.1 Information about Coca Cola

A popular soft drinking selling company, Coca-Cola is an American company that was formed
during the year 1892 and currently involved mainly in production and sale of concentrate and
syrup for Coca-Cola. It is a sugared carbonated drink and is a symbol of American tastes. The
company also sells various citrus beverages and soft drinks. The brand has about 2800 products
and exists in about 200 countries. Coca-Cola is the major producer and distributor of beverages
in the world and the biggest corporations in the Unites States.

The Coca-Cola Company is an American multinational beverage corporation incorporated

under Delaware’s General Corporation Law and headquartered in Atlanta, Georgia. The Coca-
Cola Company has interests in the manufacturing, retailing and marketing of non-alcoholic
beverage concentrates and syrups. The company produces Coca-Cola, invented in 1886 by
pharmacist John Stith Pemberton. In 1889, the formula and brand were sold for $2300 to Asa
Griggs Candler, who incorporated the Coca-Cola Company in Atlanta in 1892.

The company has operated a franchised distribution system since1889. The company largely
produces syrup concentrate, which is then sold to various bottlers throughout the world who
hold exclusive territories. The company owns its anchor bottler in North America, Coca-Cola
refreshments. The Coca-Cola Company is the world’s largest producer of plastic waste.

The Coca-Cola Company has on occasion introduced other cola drinks under the coke name.
The most common of these is Diet Coke, along with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Zero sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and
special versions with Lemon, Lime, and coffee. Coca-Cola was called Coca-Cola Classic from
July 1985 to 2009, to distinguish it from ―New Coke‖. Based on interbrand’s ―best global
brand‖ study of 2015, Coca-Cola was the world’s third most valuable brand, after Apple and
Google. In 2013, Coke products were sold in over 200countries worldwide, with consumers
drinking more than 1.8 billion company beverage servings each day.

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Advertising of Coca Cola
Coca-Cola's advertising has significantly affected American culture, and frequently it is
credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit.
Although, the company started using the red- and-white Santa image in the 1930s. With its
winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common.
Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus
in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in
1923, after first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied
on images of smartly dressed young women to sell its beverages. Coca-Cola's first such
advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its
spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with
aeries of advertisements informing consumers that "Coke means Coca-Cola‖. In 1971 a song
from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy
Davis, became a hit single.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone
on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas
of the United States, such as Atlanta, where Coke was born. Some Coca-Cola television
commercials between 1960 through 1986 were written and produced by former Atlanta radio
veteran Don Naylor (WGST 1936–1950, WAGA 1951– 1959) during his career as a producer
for the McCann Erickson advertising agency. Many of these early television commercials for
Coca-Cola featured movie stars, sports heroes, and popular singers.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people
participating in taste tests demonstrating that, according to the commercials, "fifty percent of
the participants who said they preferred Coke actually chose the Pepsi." Statisticians pointed
out the problematic nature of a 50/50 result: most likely, the taste tests showed that in blind
tests, most people could not tell the difference between Pepsi and 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.

Selena was a spokesperson for Coca-Cola from 1989 until the time of her death. She filmed
three commercials for the company. During 1994, to commemorate her five years with the
company, Coca-Cola issued special Selena coke bottles. The Coca-Cola Company purchased
Columbia pictures in 1982 and began inserting Coke product images into many of its films.
After a few early successes during Coca Cola’s ownership, Columbia began to underperform,
and the studio sold out to Sony in 1989.

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Coca-Cola has gone through a number of different advertising slogans in its long history,
including "The pause that refreshes", "I'd like to buy the world a Coke", and "Coke is it". In
2006, Coca- Cola introduced My Coke Rewards, a customer loyalty campaign where
consumers earn points by entering codes from specially marked packages of Coca-Cola
products into a website. These points can be redeemed for various prizes or sweepstakes
entries.

In Australia in 2011, Coca-Cola began the ―Share a Coke" campaign, where the Coca-Cola
logo was placed with a new look but it is replaced with the first name. Coca-Cola used the 150
most popular names in Australia to print on the bottles. The campaign paired with a website
page, Face book page, and an online "share a virtual Coke". The same campaign introduced to
Coca-Cola, Diet Coke & Coke Zero bottles and cans in the UK in 2013. Coca-Cola has also
advertised its product use to be consumed just as a breakfast beverage, instead of coffee or tea
for the morning caffeine.

Mission and Vision

The world is changing all around us. To continue to thrive as a business over the next ten years
and beyond, we must look ahead, understand the trends and forces that will shape our business
in the future and move swiftly to prepare for what’s to come. We must get ready for tomorrow
today. That’s what our 2020 vision is all about. It creates a long-term destination for our
business and provides us with a ―Roadmap‖ for winning together with our bottling partners.

MISSION
 To refresh the world.
 To inspire moments of optimism and happiness.
 To create value and make a difference.

VISION
 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 beverages 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.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

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Target Market
Coca Cola target every customer in the market, but its main focus is age, family size, income.
The perfect segmentation is the reason behind the success of Coca Cola.
 Age: One of the most important factors that Coca Cola targets are age, divided into two
segments.
Firstly they target young people age between 10 to 35. That’s why it mostly uses pop
stars in their advertisement. They arrange different campaigns in universities, colleges,
schools, etc. in acquiring contracts.
They also target elder people 40 plus who are diet conscious and diabetic, introduced
diet coke.

 Income and family size: income is another factor that is segmented, and it is related to
family size too. Coca Cola introduced different packaging and sizes at different price
levels so that everyone easily affords it. Especially students, middle class, low class so
that everyone enjoys the taste of coke.

SWOT Analysis
Strengths
 Strong Brand Value
 Leading Market among the Beverage Industry
 Global Reach
 Great Customer Loyalty and Brand Association
 Largest Brand Valuation
 This Brand has a Leading Market Share
 Strong Distribution Network
 Acquisitions
 Good ROI
 Reliable Suppliers

Weaknesses
 Strong Competitor with Pepsi
 Product Diversification
 Health Concerns
 Water Management
 Invest more in Technology

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Opportunities
 Introduce New Products and Expand its Segments
 Increase its presence in Developing Nations
 Improvise on the Supply Chain System
 Packaged Drinking Water
 Online Channel
 Market the Low Selling Products

Threats
 Water Controversy
 Packaging Water
 Indirect Competition
 Face Lawsuits
 Shortage of Skilled Workforce

Competitors
Direct Competitors

1) Pepsi
Without a doubt one of the strongest Coca-Cola
competitors is Pepsi. One of the reasons these brands
fight tooth and nail is because both of them are very
strong in their distribution and have excellent
marketing and sales policies. As a result, you will find
that the maximum market share is of these two brands
– be it any country.

2) Red Bull
Red bull is one of the strongest growing energy
drink/sports drink and is amongst the strongest direct
Coca Cola competitors in terms of brand valuation.
The popularity of Red Bull is because of a wide
adoption in the pub culture where Red Bull can be
mixed in various drinks. Its taste is stronger and loved
by Red Bull drinkers. It is another brand which is
known for its strong distribution channel. It was one of
the first entrants to popularize energy drinks to such a massive audience. Interestingly,
amongst the top six direct competitors of Coca-Cola or Pepsi. It is owned by an Australian
company Red Bull GmbH.

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 3) Keurig Dr Pepper (Dr Pepper Snapple)
This group has a combination of some well-known
brands such as seven up and RC Cola. Amongst these,
the flagship product which is the strongest coca cola
competitor is Dr Pepper itself. It comes in various
flavors and in fact, is known and loved for its unique
taste. The brand is distributed in many countries but
has a major market penetration in the US, from where
it derives its brand valuation. It is also known for its
smart marketing and use of slogans due to which it has
survived and thrived for long against the likes of Coca-Cola and Pepsi.

Indirect competitors

1) Lipton
Most prominently known for its green tea and various
flavors of tea, Lipton is the number one competitor for
coca cola brand especially in tea drinking nations like
UK, India, China, and others. As people are getting
more health conscious, they are turning towards the tea
providers which are brands such as Lipton. Lipton has
its own café’s as well to fulfil the demand of its target
market.

2) Nescafe
Some people love tea and others love coffee. The USA
itself is a major coffee drinking nation and so are many
others. And in coffee, the one brand which has the top
mindshare is Nescafe. Nescafe is without a doubt a
very strong coca cola competitor because of its superb
taste and fantastic distribution.

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1.2 Information about Pepsi

Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in
1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898,
and then shortened to Pepsi in 1961.

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in
1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was renamed
Pepsi-Cola in 1898, "Pepsi" because it was advertised to relieve dyspepsia (today more
commonly known as indigestion or an upset stomach) and "Cola" referring to the cola flavor.
Some have also suggested that "Pepsi" may have been a reference to the drink aiding digestion
like the digestive enzyme pepsin, but pepsin itself was never used as an ingredient to Pepsi-
Cola.

The original recipe also included sugar and vanilla. Bradham sought to create a fountain drink
that was appealing and would aid in digestion and boost energy. The original stylized Pepsi-
Cola wordmark used from 1898 until 1905. In 1903, Bradham moved the bottling of Pepsi-
Cola from his drugstore to 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 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola,
describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The
advertising theme "Delicious and Healthful" was then used over the next two decades. 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 I. Assets were sold
and Roy C. Megargel bought the Pepsi trademark.

Megargel was unsuccessful in efforts to find funding to revive the brand and soon Pepsi's assets
were purchased by Charles Guth, the president of Loft, Inc. Loft was a candy manufacturer
with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores'
fountains after the Coca-Cola Company refused to give him additional discounts on syrup.
Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. On three occasions
between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the
Pepsi-Cola company, and it declined on each occasion.

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Advertising of Pepsi

The Pepsi logo used from 1973 to 1987. From 1987 to

1991, the logo was the same, but with the wordmark
in Handel Gothic. This logo used for Pepsi Throwback
until 2014.

The Pepsi globe and wordmark used from 1992 to

2003. The wordmark has been separated from the
globe, italicized and made much larger (written
vertically on cans) but is still in Handel Gothic.

The Pepsi logo used from 2008 to 2014. The Pepsi

globe is now two-dimensional again, and the red,
white, and blue design has been changed to look like
a smile.

The current logo of Pepsi, which has been in use since

June 2, 2014. The Pepsi Globe is the logo for Pepsi,
named for the red, white, and blue design in a sphere-
like shape. It is one of the most recognizable logos in
the world.

From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonly
used slogan in the days of old radio, classic motion pictures, and later television. Its jingle
(conceived in the days when Pepsi cost only five cents) was used in many different forms with
different lyrics. With the rise of radio, Pepsi utilized the services of a young, up-and-coming
actress named Polly Bergen to promote products, oftentimes lending her singing talents to the
classic "...Hits The Spot" jingle.

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Film actress Joan Crawford, after marrying Pepsi-Cola president Alfred N. Steele became a
spokesperson for Pepsi, appearing in commercials, television specials, and televised beauty
pageants on behalf of the company. Crawford also had images of the soft drink placed
prominently in several of her later films. When Steele died in 1959, Crawford was appointed
to the Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not a
board member of the larger PepsiCo, created in 1965.

Pepsi has been featured in several films, including Back to the Future (1985), Home Alone
(1990), Wayne's World (1992), Fight Club (1999), and World War Z (2013). In 1992, the Pepsi
Number Fever marketing campaign in the Philippines accidentally distributed 800,000 winning
bottle caps for a 1 million peso grand prize, leading to riots and the deaths of five people.

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. "Project Blue"
was launched in several international markets outside the United States in April. The launch
included extravagant publicity stunts, such as a Concorde airplane painted in blue colors (which
was owned by Air France) and a banner on the Mir space station.

The Project Blue design was first tested in the United States in June 1997, and was released
worldwide in 1998 to celebrate Pepsi's 100th anniversary. It was at this point, the logo began
to be referred to as the Pepsi Globe.

In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its
products by early 2009. In 2009, Pepsi, Diet Pepsi, and Pepsi Max began using all lower-case
fonts for name brands. The brand's blue and red globe trademark became a series of "smiles,"
with the central white band arcing at different angles depending on the product until 2010.

Pepsi released this logo in U.S. in late 2008, and later it was released in 2009 in Canada (the
first country outside of the United States for Pepsi's new logo), Brazil, Bolivia, Guatemala,
Nicaragua, Honduras, El Salvador, Colombia, Argentina, Puerto Rico, Costa Rica, Panama,
Chile, Dominican Republic, the Philippines, and Australia. In the rest of the world, the new
logo was released in 2010. The old logo is still used in several international markets, and has
been phased out most recently in France and Mexico.

Mission and vision

Pepsi is focused on unleashing our company’s full potential by pivoting toward sustainable
accelerated growth and embracing a new mission and vision for Pepsi’s success in what we
call winning with purpose.
MISSION

CREATE MORE SMILES WITH EVERY SIP AND EVERY BITE

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  FOR OUR CONSUMERS: By creating joyful moments through our delicious and
nourishing products and unique brand experiences.
 FOR OUR CUSTOMERS: By being the best possible partner, driving game-changing
innovation, and delivering a level of growth unmatched in our industry.
 FOR OUR ASSOCIATES AND OUR COMMUNITIES: By creating meaningful
opportunities to work, gain new skills and build successful careers, and a diverse and
inclusive workplace.
 FOR OUR PLANET: By conserving nature’s precious resources and fostering a more
sustainable planet for our children and grandchildren.
 FOR OUR SHAREHOLDERS: By delivering sustainable top-tier TSR and
embracing best-in-class corporate governance.

VISION

BE THE GLOBAL LEADER IN CONVENIENT FOODS AND BEVERAGES BY

WINNING WITH PURPOSE

This reflects our ambition to win sustainably in the marketplace and accelerate our top line
growth, whilst keeping our commitment to do good for the planet and our communities. It
builds on decades of progress we’ve made since PepsiCo was founded in 1965, while setting a
firm foundation for a new era of growth and prosperity. To help us achieve this vision, we’ve
defined a new set of aspirations: to become Faster, Stronger, and Better.

Target Market
Pepsi’s target market is 18 to 35 years olds. Pepsi’s new outreach through unconventional
forms of marketing, like social media, is an effort to strengthen the brand loyalty of the youth
target market. There is no definitive preference between males vs. female target markets. Pepsi
embraces both.

But, nonetheless, men prefer Pepsi over women. After the age of 35, preference for Pepsi tends
to decrease. But 18 to 35 is the most robust, according to the data.

SWOT Analysis

Strengths

 Brand equity
 Product portfolio
 Strong leadership
 Customer loyalty
 Strong distribution
 Supply chain
 Tie-ups
 Clear target audience

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Weaknesses
 Competition
 Products perceived as unhealthy
 Product Dependence
 Failed Products
 Brand Ambassadors
 Value addition

Opportunities
 Healthy Options
 Diversification
 CSR
 R&D
 Flavors

Threats
 Competitors
 Health Factor
 Economic Slowdown
 Government Norms

Competitors

Direct Competitors

1) Coca-Cola

Coca-Cola also called Coke is a carbonated soft

drink. It is the number one non-alcoholic beverage
company in the world and the most popular brand.
The company’s top five soft drinks brands are Diet
Coke, Coca-Cola, Sprite, and Fanta.

Apart from soft drinks, the company

also markets juice drinks, waters, sports and
energy drinks drink, ready-to-drink teas and
coffees. Minute Maid, Dasani, Powerade, and
Vitaminwater are few other brands. The company
offers their products to almost 200 countries through the largest beverage distribution system
in the world.

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The company is valued at about $79.2 billion and is considered one of the most valuable
companies in the world. It has a wide presence across the globe and people who visit any
country will find its presence there. The marketing strategy of Coca-Cola is good and it targets
people of all ages. Due to their large market share and its brand value, Coca-Cola is regarded
as a top Pepsi competitor.

2) Dr. Pepper Snapple

An American soft drink company, Dr. Pepper

Snapple is headquartered in Texas. It produces and
sells non-alcoholic beverages in Canada, Mexico,
United States, and the Caribbean. It was
established in the year 2007. It is a wide portfolio
of brands.

The company has their business operations in three

main segments, Packaged Beverages, Beverage
Concentrates, and Latin America Beverages. It
produces various flavored carbonated and non-carbonated soft drinks which include ready-to-
drink teas, drinks, juices, coconut water, and water.

It has a strong position in the American market for beverages. The brand’s acquisition with
other brands has helped in forming its portfolio. Due to their brand awareness and strong
reputation, Dr. Pepper Snapple is regarded as a top Pepsi competitor.

3) Red Bull

Also regarded as a top Pepsi competitor, Red Bull

is an energy drink sold by an Australian
company, Red Bull GmbH. It has the highest
share in the market of any energy drink with
about 6.302 billion cans sold every year.

It was produced for the moments of enhanced

mentally and physically stress and improves
concentration, alertness, endurance, and reaction
speed. It energizes mind and body.
The efficiency of this drink has been proved by a
large number of scientific studies and has been acknowledged by many people across the globe.

The brand is a great hit in making their category brand which is being recognized all over the
world. It has maintained consistent and strong promotional activities and has also sponsored
popular sports activities to make their brand identity stronger. Due to their
strong geographic presence, Red Bull is regarded as a top Pepsi competitor.

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Indirect competitors
1) Nestle (Coffee)

A famous brand of coffee, Nestle is sold in many forms.

Started by a German confectioner and founder of Nestle,
Henri Nestle, this company is the largest food and
beverage company. Nestle’s coffee was first introduced in
Switzerland.

Nestle started the coffee brand during the year 1930 by the
initiative of the Brazilian government to preserve the
coffee harvest of Brazil. During the year 1938, Nestle
introduced their first product. Their coffee is a soluble
powdered product that became famous over the years. It
has various products of coffee. Few of them
are Nescafe Classic, Nescafe Creamy White, Nescafe Original Blend, Nescafe Gold and many
more.

The coffee products are available worldwide and are much-preferred drink by the coffee lovers.
Due to their various products in coffee and much-used product, Nescafe (coffee) is considered
amongst top Pepsi competitors.

2) Lipton (Tea)

A famous British brand of tea, Lipton is owned by

Unilever. It was founded in the year 1890 by Thomas
Lipton. He purchased his tea garden in Sri Lanka,
packed and sold the first Lipton tea during the year
1890. It was later acquired by consumer goods
company Unilever and over the years started
providing varieties of tea products.

Few of their brands are Lipton Yellow Label, Lipton

Iced Tea, Lipton Brisk, and Pure Leaf. The products are available worldwide and serve huge
consumers. Their tea meets a high quality and is enjoyed in every sip. The tea produced by
Lipton has a rich taste and flavor. It provides a unique aroma. Due to their attractive packaging
and brand visibility, Lipton (Tea) is considered as one of the top indirect Pepsi competitors.

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1.3 Rivalry of Coca Cola and Pepsi

The Cola Wars refer to the long-time rivalry between soft drink producers The Coca-Cola
Company and PepsiCo, who have engaged in mutually-targeted marketing campaigns for the
direct competition between each company's product lines, especially their flagship colas, Coca-
Cola and Pepsi. Beginning in the late 1970s and into the 1980s, the competition escalated,
which gave this cultural phenomenon its current moniker of Cola Wars.

In 1886, John Stith Pemberton developed the original recipe for Coke. By 1888, control of the
recipe was acquired by Asa Griggs Candler, who, in 1896, founded The Coca-Cola Company.
Two years later, in 1898, Caleb Bradham renamed his ―Brad’s Drink‖ to ―Pepsi-Cola,‖ and
formed the Pepsi-Cola Company in 1902, prompting the beginning of the Cola Wars. The two
companies continued to introduce new and ―modern‖ advertising techniques, such as Coke's
first celebrity endorsement and 1915 contour bottle, until market instability following World
War I forced Pepsi to declare bankruptcy in 1923. In 1931, Pepsi went bankrupt once more,
but recovered and began selling its products at an affordable 5 cents per bottle, reigniting the
Cola Wars through today.

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market.
Pepsi conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These
tests suggested that more consumers preferred the taste of Pepsi (which is believed to have
more lemon oil, and less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of
Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. This became
known as the "Cola Wars‖.

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has
been advanced that New Coke, as the reformulated drink came to be known, was invented
specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-
Cola quickly reintroducing the original formula as not Coke before 1985, but to Coca-Cola
"Classic".

Page 14 of 51
In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn’t
Start the Fire". The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's usage of various
musicians in advertising campaigns. Coke used Paula Abdul, while Pepsi used Michael
Jackson. Both companies then competed to get other musicians to advertise its beverages.

According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market
share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent. Coca-Cola outsells
Pepsi in most parts of the U.S., notable exceptions being central Appalachia, North Dakota,
and Utah. In the city of Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,
exceptions include Oman; India; Saudi Arabia; Pakistan. Pepsi had long been the drink of
French-Canadians, and it continues to hold its dominance byrelying on local Québécois
celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. PepsiCo
introduced the Quebec slogan "here, it's Pepsi" in response to Coca-Cola ads proclaiming
"Around the world, it's Coke".

As of 2012, Pepsi is the third most popular carbonated drink in India, with a 15% market share,
behind Sprite and Thumbs Up. In comparison, Coca-Cola is the fourth most popular carbonated
drink, occupying a mere 8.8% of the Indian market share. By most accounts, Coca-Cola was
India's leading soft drink until 1977, when it left India because of the new foreign exchange
laws which mandated majority shareholding in companies to be held by Indian shareholders.
The Coca-Cola Company was unwilling to dilute its stake in its Indian unit as required by the
Foreign Exchange Regulation Act (FERA), thus sharing its formula with an entity in which it
did not have majority shareholding.

In 1988, PepsiCo gained entry to India 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. In 1993, The Coca-Cola
Company returned in pursuance of India's Liberalization policy.

In Russia, Pepsi initially had a larger market share than Coke, but it was undercut once the
Cold War ended. In 1972, PepsiCo struck a barter agreement with the then government of the
Soviet Union, in which PepsiCo was granted exportation and Western marketing rights to
Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola. This
exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U.S.S.R.

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned
words like "coca colonization", Pepsi-Cola and its relation to the Soviet system turned it into
an icon. In the early 1990s, the term "Pepsi- stroika" began appearing as a pun on "perestroika",

Page 15 of 51
the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as
an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the
first American products in the Soviet Union, became a symbol of that relationship and the
Soviet policy. This was reflected in Russian author Victor Pleven’s book "Generation P".

In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the
Russian market. As it came to be associated with the new system, and Pepsi to the old, Coca-
Cola rapidly captured a significant market share that might otherwise have required years to
achieve. By July 2005, Coca- Cola enjoyed a market share of 19.4 percent, followed by Pepsi
with 13 percent.

Pepsi was introduced in Romania in 1966, during the early liberalization policies of Nicolae
Ceaușescu, opening up a factory at Constanța in 1967. This was done as a barter agreement
similar to the one in the USSR, however, Romanian wine would be sold in the United States
instead. The product quickly became popular, especially among young people, but due to the
austerity measures imposed in the 1980s, the product became scarce and rare to find. Starting
from 1991, PepsiCo entered the new Romanian market economy, and still maintains a bigger
popularity than its competitor, Coca-Cola, introduced in Romania in 1992, despite heavy
competition during the 1990s (sometime between 2000 and 2005, Pepsi overtook Coca-Cola
in sales in Romania).

Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewish
organizations attributed Pepsi's previous reluctance to do battle to the Arab boycott. Pepsi,
which has a large and lucrative business in the Arab world, denied that, saying economic, rather
than political, reasons kept it out of Israel.

Page 16 of 51
1.4 Brand Personality
The act of designing the companies in a certain and occupy the distant place in the customer’s
mind as the brand product has to personalise and click to the mind of consumers as they can
reach well to the extent in the mind of customers with the perceived trait. In other words, brand
personality is a framework that helps a company or organization shape the way people feel
about its product, service or mission. A company’s brand personality elicits an emotional
response in a specific consumer segment, with the intension of inciting positive actions that
benefit the firm.

Brand personality is a set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate; an effective brand increases its
brand equity by having a consistent set of traits that a specific consumer segment enjoys. This
personality is a qualitative value-add that a brand gains in addition to its functional benefits.

It is the ultimate step towards the brand connect with the consumer. Brand personality adds a
dimension to enhance the visual communication for a brand. The consumer while making the
purchase decision looks at how the brand fits into their personality. The smart marketers are
those who develop a unique personality fit for the brand, with the consumer.

Coca Cola & Pepsi Brand Personality

The process of positioning a brand or product is a complex managerial task and must be done
over time using all the elements of the marketing mix. Positioning is in the mind of the
consumer and can be described as how the product is considered by that consumer, which
enables to develop a character statement and thus a personality.

Coca-Cola and Pepsi have always been similar in their ―fun and young‖ personalities, the two
brands have always been on separate paths over the decades. On the one hand, Pepsi has stuck
with its high energy, music and comedy-driven strategy; on the other hand, Coke can be seen
constantly gravitating towards the emotional side of branding.

Coca-Cola ads are about human experience in two ways. First, before global branding strategy
becomes the trend we know today, Coca-Cola was embracing diversity. This can be clearly
seen in its long-running ―I’d like to buy the world a Coke‖ series of ads, showing people from
all over the globe joining together in Coke and song.

Moreover, Coca-Cola is available in countries all across the world. As noticed before, it’s even
rumoured to be the most recognizable brand, logo and even word on the planet.

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When Coca-Cola isn’t targeting diversity, it still has a strong sense of community through
universal similarities such as a love for Coke. The second way that Coke has leveraged the
human experience is throughout families.

Pepsi always stayed aimed right at children but Coke seems to know that Mom are the buyers;
they played on emotions and feeling moms know and are sensitive too. Coca Cola
communicates as the product desired by the whole family and as a daily life product.

This is more an evidence during Christmas period where families are targeted, through for
example a polar bear family. This occurs all over Coca-Cola’s advertising throughout the years
but is never more evident than in Coke’s Christmas ads. Whether it’s an endearing scene of a
father and son watching the Santa Coke truck go by or a family of polar bears consistently
being brought together by Coke, the Christmas ads are aimed right at the hearts of American
consumers.

Pepsi has always had a young target audience. Their ads were historically targeted at teens and
even pre-teens and are injected with fun, sports and most often, music. Pepsi has leveraged all
manner of musical celebrities over the years, from Ray Charles to Britney Spears. Here is a
commercial on YouTube featuring Michael Jackson and a group of kids that are probably far
too young to legally target for such a sugary product nowadays.

Page 18 of 51
1.5 Literature review

Brand Personality Mapping: A Study on Colas – 2012 By Jitendra K. Das, Om Prakash,

Varsha Khattri
Only a few researchers, such as Plummer (1985) and David Aaker (1996), have pointed on the
importance of brand personality in building competitive advantage and brand loyalty. Jennifer
Aaker (1997) presented the empirical results of her research on the measurement of brand
personality. The rapidly shifting marketing dynamics and sensitive competition of global
market has augmented the task of brands to a supreme level. One important element of
―Branding‖ is establishing visual standards for a brand- colours, logos, treatments. From a
consumer point of view brand personality is a way for them to express their personalities and
define their lifestyles through material possessions. Brand personality encompasses brand
voice and brand characteristics. The human like traits found in brands, help consumers to
establish a connection with the brand. Marketers strive to make their brand seem like its
consumers own. Brand personality gives the brand a face. That face is of utmost importance,
because consumers base their choice not only on a differentiating, functional positioning but
also on a likeable personality. Strong brand equity is related to distinct brand personality. The
proposed research paper aim’s at identifying the parent brand personalities of three cola brands
as perceived by the consumer. To understand brand personality the study on corporates the use
of Jennifer Aaker’s Brand personality Scale (BPS) and measure the brand personality of the
three cola brands, namely, Coca-Cola, Pepsi and Thumbs Up. The aim to explore the model
validity of Jennifer Brand Personality scale in Indian situation.

Brand Personality of two beverages categories – 2011 By Johan H. Liang, Wai Jin J. Lee
and Ian Phau
This study focuses on the 42 traits of brand personality (Aaker 1997) of six drinks brands
spanning across two drink segments – fizzy drink and mineral water, and measure the congruity
of the brands personalities (five dimensions) to the consumer (drinker) of those brands. A
number of implications for businesses will be discussed, suggestions for future research are
reviewed and the main contributions of the study will also be delineated.

A study on Brand Personality of Coca Cola and Pepsi

Prior researches on brand personality have shown that consumers develop relationships with
brands and often anthropomorphize inanimate products. Coca Cola and Pepsi are two leading
soft drink brands in India occupying 95% of the soft drink market. With low, almost negligible,
functional benefits of soft drinks and no differentiation in taste, colour or price of the two
brands, marketers have to cash in on the self-expressive value of their products. This study is
comparatively evaluated personality perceptions of the two brands for young Indian
consumers.

Page 19 of 51
A study on customer satisfaction towards Coca Cola Company, Chennai – 2015 By K.
Pavitra, Sangita Dasand A K Subramani.
The author clearly mentions that the study is based on the Coca Cola Company with respect to
customer satisfaction. Coca Cola began its global network in the 1920s where it changed its
packaging from cans to plastic bottles, as well as diversifying into sports drinks, tea and coffee.
The author further states that his objective in this study was to find consumer preference with
respect to price, packaging, demographic variable, factors and the services rendered by the
company. The author also mentions that this study lacks proper representatives of the
population, the effect of dynamic market conditions, and a limited area of study (Chennai).
After analysing the samples it’s been seen that there is no significant difference in gender with
respect to consumer satisfaction but there is a significant difference with respect to the age
groups. The author concludes by saying that most of the customers are satisfied and loyal
towards Coca Cola Company.

Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction – 2018
By Danielle Brick
Individuals often evaluate, purchase, and consume brands in the presence of others, including
close others. Yet relatively little is known about the role brand preferences play in relationships.
In the present research, the authors explore how the novel concept of brand compatibility,
defined as the extent to which individuals have similar brand preferences (e.g., both partners
prefer the same brand of soda), influences life satisfaction. The authors propose that when
brand compatibility is high, life satisfaction will also be high. Conversely, because low brand
compatibility may be a source of conflict for the relationship, the authors propose that it will
be associated with reduced life satisfaction. Importantly, the authors predict that the effects of
brand compatibility on conflict and life satisfaction will depend upon relationship power.
Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5)
and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for
their hypotheses. By exploring how a potentially unique form of compatibility influences life
satisfaction, including identifying a key moderator and an underlying mechanism, the current
research contributes to the literatures on branding, close relationships, consumer well-being,
and relationship power. The Author 2017. Published by Oxford University Press on behalf of
Journal of Consumer Research, Inc. All rights reserved.

Consumer Preference Coca Cola versus Pepsi-Cola – 2012 By Abdul Munam Jamil
Paracha, Muhaammad Waqas, Ali Raza Khan & Sohaib Ahmad
This study is conducted between two global giants Coca Cola and Pepsi Cola. This research
paper is basically a comparative study of two well-known competitors in beverage industry of
Pakistan which are Pepsi Cola & Coca Cola. The primary purpose of this paper is to find out
which company is leading the market. This research required us to conduct the consumer
research on why they chose the drink. To find out the factors and reasons that influence to
choose their preferred drink.

Page 20 of 51
Operation strategies for Coca Cola vs. Pepsi companies to attract their customer – 2012
By Mojtaba saeidinia and Mehrdad Salehi
This study tried to identify the impact of Operation strategies for Coca-Cola vs. Pepsi
companies to attract their Customers. Nowadays, economies are becoming more entwined than
ever, any possible method that can be used in supporting the building of global brands is
appealing. The characterization of the soft-drink industry for decades has intense rivalry
between Coca-Cola and Pepsi. Coca-Cola Company ruled the soft-drink market all through the
1950s, 1960s, and early 1970s in this chess game of big firms. Not only can it be difficult to
understand consumer behaviour and target groups’ needs on the domestic market, but also for
multi-national companies, this is an even greater struggle. Despite the fact that most of the
world’s consumers have certain things in common, their values and attitudes, as well as
behaviour are often different. Moreover, the study encompasses three specific target groups in
Sweden that have been divided in accordance to age, and thus we do not look at the entire
consumer population and as a result, generalization is not obtained. Finally, we have
concentrated on age segmentation, and thus other demographic variables are not observed.

Rethinking Brand Identity to Become an Iconic Brand – A Study on Pepsi – 2015 ByReaz
Hafiz
One of the leading brands, Pepsi has battled time to time for getting success in the Cola industry
by developing different slogans, ideas, celebrity endorsement, campaigns and other marketing
efforts. These never ending quests for growth and market share are not always ended with
positive notes because of miss fire of strategies. The focus of the paper is to identify current
position and rebranding issues regarding Pepsi along with the ways to make it an iconic brand.
In the first part of this paper, Holt’s concept has been used to analyze Pepsi Cola’s history and
current position to establish whether and if yes to which extent this brand has managed to
become iconic. The second part is dedicated towards developing and suggesting a future course
of action for the company that would enable it once again becoming an iconic brand.

Page 21 of 51
 CHAPTER: 2
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

2.1 Problem Statement

―To Measure the Brand Personality of Brands Coca Cola and Pepsi.‖

2.2 Research Objective

 To measure the brand personality of Coca Cola and Pepsi.
 To measure the gender (masculine and feminine) dimensions of brand personality of
Coca Cola and Pepsi.

2.3 Research Design

Descriptive Research Design

2.4 Sample Unit

The individuals or objects whose characteristics are to be measures are called Sampling Unit.
The sampling unit always identify the objects to be studies. It is necessary that the universe is
well defined. The sampling unit is all the consumers of the brands Coca Cola and Pepsi.

2.5 Sampling Procedure

For the purpose of my study I have used Non Probability Convenience Sampling.

2.6 Sample Size

In sample size I have taken 220 samples as sample size.

2.7 Data Collection

There are two types of data:
1) Primary Data
For the purpose of the study, primary data is collected by the questionnaire.
2) Secondary Data
There are some secondary data collected from internet and websites to collect the proper
information and the industry details about Coca-Cola and Pepsi.

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2.8 Scope of research
The study attempts to analyze and determine ―To Measure the Brand Personality of Brands
Coca Cola and Pepsi‖, and also find out the satisfaction level towards quality, service and price
of Coca Cola and Pepsi. The respondents are the user of these two brands Coca Cola and Pepsi
and the total number of respondents is 220. The study is only focusing on the Surat city.

2.9 Instrument
Non Disguised, Structured Questionnaire

2.10 Statistical tools used for data analysis

 SPSS and MS Excel Software
- Cross Tabulation
- Normality Test
- Cronbach Alpha
- Factor Analysis
- Mann Whitney U Test
- Krushkal Walls Test

2.11 Limitations
 Possibility of error in data collection because many respondent may have not given
actual answer of the questionnaire.
 Response receives may be inaccurate because of internet bias by the respondents.
 This study is limit up to Surat city.

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 CHAPTER: 3
DATA ANALYSIS
&
INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

1. Which soft drink do you have?

Valid Cumulative
Frequency Percent Percent Percent
Valid Carbonated drinks like coca cola and Pepsi 160 72.7 72.7 72.7

Fruit juices 13 5.9 5.9 78.6

Syrups/ Squashes (like Roohafza...) 7 3.2 3.2 81.8

Homemade sherbets 12 5.5 5.5 87.3

Concentrated drinks (like Rasna, Tang...) 14 6.4 6.4 93.6

Nimboo pani 12 5.5 5.5 99.1

Any other 2 .9 .9 100.0
Total 220 100.0 100.0

Interpretation:

Out of total 220 respondents, 160 respondents have carbonated drinks like Coca Cola and Pepsi
whereas 13 respondents have fruit juices, 7 respondents have syrups/squashes (like rooafza…),
12 respondents have homemade sherbets, 14 respondents have concentrated drinks (like Rasna,
tang…), 12 respondents have Nimboo pani and only 2 respondents have any other drinks.

Page 24 of 51
 2. How often do you consume soft drink like Coca Cola, Pepsi?

Frequency Percent Valid Percent Cumulative Percent

Valid Daily 42 19.1 26.3 26.3
Weekly 60 27.3 37.5 63.7
Occasionally 58 26.4 36.3 100.0
Total 160 72.7 100.0
Missing System 60 27.3
Total 220 100.0

Interpretation:

Out of total 160 respondents, 42 respondents daily consume soft drinks like Coca Cola and
Pepsi. 60 respondents weekly consume soft drinks like Coca Cola and Pepsi. 58 respondents
occasionally consume soft drinks like Coca Cola and Pepsi.

Page 25 of 51
 3. With whom do you like to have your soft drink like Coca Cola, Pepsi?

Frequency Percent Valid Percent Cumulative Percent

Valid Alone 26 11.8 16.3 16.3
With friends 63 28.6 39.4 55.6
With family 41 18.6 25.6 81.3
Guests 30 13.6 18.8 100.0
Total 160 72.7 100.0
Missing System 60 27.3
Total 220 100.0

Interpretation:

Out of total 160 respondents, 26 respondent like to have soft drinks like Coca Cola and Pepsi
alone. 63 respondents like to have soft drinks like Coca Cola and Pepsi with friends. 41
respondents like to have soft drinks like Coca Cola and Pepsi with family. 30 respondents like
to have soft drinks like Coca Cola and Pepsi with guests.

Page 26 of 51
 4. What is the reason when do you normally have a soft drink like Coca Cola, Pepsi?

Frequency Percent Valid Percent Cumulative Percent

Valid When travelling 47 21.4 29.4 29.4
When feel nervous 29 13.2 18.1 47.5
To freshen myself 40 18.2 25.0 72.5
When socializing 31 14.1 19.4 91.9
Any other 13 5.9 8.1 100.0
Total 160 72.7 100.0
Missing System 60 27.3
Total 220 100.0

Interpretation:

Out of total 160 respondents, 47 respondents normally have a soft drinks when travelling. 29
respondents normally have a soft drinks when feel nervous. 40 respondents normally have a
soft drinks to freshen their self. 31 respondents normally have a soft drinks when socializing.
13 respondents normally have a soft drinks for any other reason.

Page 27 of 51
5(A). Please tick mark the option that is characteristic of the brand. (Coca Cola)

Characteristics Very much Agree Neutral Disagree Very Much

Agree Disagree
Down to Earth 55 35 54 13 3
Stable 44 54 41 16 5
Responsible 52 35 48 20 5
Active 47 27 42 40 4
Dynamic 44 38 42 29 7
Innovative 56 37 36 23 8
Bold 47 36 42 31 4
Ordinary 44 37 46 29 4
Simple 42 37 46 24 11
Romantic 42 32 46 32 8
Sentimental 38 35 47 32 8

55 respondents very much agree on Coca Cola brand is down to earth whereas 3 respondents
very much disagree on Coca Cola brand is down to earth.
44 respondents very much agree on Coca Cola is stable brand whereas 5 respondents very much
disagree on Coca Cola is stable brand.
52 respondents very much agree on Coca Cola is responsible brand whereas 5 respondents very
much disagree on Coca Cola is responsible brand.

Page 28 of 51
47 respondents very much agree on Coca Cola is active brand whereas 4 respondents very
much disagree on Coca Cola is active brand.
44 respondents very much agree on Coca Cola is dynamic brand whereas 7 respondents very
much disagree on Coca Cola is dynamic brand.
56 respondents very much agree on Coca Cola is innovative brand whereas 8 respondents very
much disagree on Coca Cola is innovative brand.
47 respondents very much agree on Coca Cola is bold brand whereas 4 respondents very much
disagree on Coca Cola is bold brand.
44 respondents very much agree on Coca Cola is ordinary brand whereas 4 respondents very
much disagree on Coca Cola is ordinary brand.
42 respondents very much agree on Coca Cola is simple brand whereas 11 respondents very
much disagree on Coca Cola is simple brand.
42 respondents very much agree on Coca Cola is romantic brand whereas 8 respondents very
much disagree on Coca Cola is romantic brand.
38 respondents very much agree on Coca Cola is sentimental brand whereas 8 respondents very
much disagree on Coca Cola is sentimental brand.

5(B). Please tick mark the option that is characteristic of the brand. (Pepsi)

Characteristics Very much Agree Neutral Disagree Very Much

Agree Disagree
Down to Earth 57 47 34 10 12
Stable 49 55 36 16 4
Responsible 48 31 58 20 3
Active 43 34 41 34 8
Dynamic 46 38 43 24 9
Innovative 45 41 49 22 3
Bold 50 40 48 18 4
Ordinary 43 34 47 32 4
Simple 49 399 41 26 5
Romantic 38 38 43 30 11
Sentimental 40 31 55 24 10

Page 29 of 51
57 respondents very much agree on Pepsi brand is down to earth whereas 12 respondents very
much disagree on Pepsi brand is down to earth.
49 respondents very much agree on Pepsi is stable brand whereas 4 respondents very much
disagree on Pepsi is stable brand.
48 respondents very much agree on Pepsi is responsible brand whereas 3 respondents very
much disagree on Pepsi is responsible brand.
43 respondents very much agree on Pepsi is active brand whereas 8 respondents very much
disagree on Pepsi is active brand.
46 respondents very much agree on Pepsi is dynamic brand whereas 9 respondents very much
disagree on Pepsi is dynamic brand.
45 respondents very much agree on Pepsi is innovative brand whereas 3 respondents very much
disagree on Pepsi is innovative brand.
50 respondents very much agree on Pepsi is bold brand whereas 4 respondents very much
disagree on Pepsi is bold brand.
43 respondents very much agree on Pepsi is ordinary brand whereas 4 respondents very much
disagree on Pepsi is ordinary brand.
49 respondents very much agree on Pepsi is simple brand whereas 5 respondents very much
disagree on Pepsi is simple brand.
38 respondents very much agree on Pepsi is romantic brand whereas 11 respondents very much
disagree on Pepsi is romantic brand.
40 respondents very much agree on Pepsi is sentimental brand whereas 10 respondents very
much disagree on Pepsi is sentimental brand.

Page 30 of 51
6(A). Please tick mark the option that best describe the brand. (Coca Cola)

Characteristics Very Much Descriptive Somewhat Not Not at all

Descriptive Descriptive Descriptive Descriptive
Adventurous 54 31 55 12 8
Aggressive 38 75 28 14 5
Brave 60 32 43 20 5
Daring 45 39 43 29 4
Dominant 48 25 48 33 6
Sturdy 36 43 44 27 10
Express tender 49 29 43 31 8
feelings
Fragile 48 36 40 25 11
Graceful 50 43 38 23 6
Sensitive 43 38 50 24 5
Sweet 43 41 53 20 3
Tender 41 48 34 33 4

54 respondents describes that Coca Cola is very much adventurous whereas 8 respondents
describes that Coca Cola is not at all adventurous.
38 respondents describes that Coca Cola is very much aggressive whereas 5 respondents
describes that Coca Cola is not at all aggressive.
60 respondents describes that Coca Cola is very much brave whereas 5 respondents describes
that Coca Cola is not at all brave.

Page 31 of 51
45 respondents describes that Coca Cola is very much daring whereas 4 respondents describes
that Coca Cola is not at all daring.
48 respondents describes that Coca Cola is very much dominant whereas 6 respondents
describes that Coca Cola is not at all dominant.
36 respondents describes that Coca Cola is very much sturdy whereas 10 respondents describes
that Coca Cola is not at all sturdy.
49 respondents describes that Coca Cola expresses tender feelings very much whereas 8
respondents describes that Coca Cola not at all expresses tender feelings.
48 respondents describes that Coca Cola is very much fragile whereas 11 respondents describes
that Coca Cola is not at all fragile.
50 respondents describes that Coca Cola is very much graceful whereas 6 respondents describes
that Coca Cola is not at all graceful.
43 respondents describes that Coca Cola is very much sensitive whereas 5 respondents
describes that Coca Cola is not at all sensitive.
43 respondents describes that Coca Cola is very much sweet whereas 3 respondents describes
that Coca Cola is not at all sweet.
41 respondents describes that Coca Cola is very much tender whereas 4 respondents describes
that Coca Cola is not at all tender.

6(B). Please tick mark the option that best describe the brand. (Pepsi)

Characteristics Very Much Descriptive Somewhat Not Not at all

Descriptive Descriptive Descriptive Descriptive
Adventurous 53 42 46 10 9
Aggressive 45 65 30 13 7
Brave 49 37 46 23 5
Daring 47 35 41 32 5
Dominant 43 43 32 30 12
Sturdy 44 43 46 23 4
Express tender 46 33 46 27 8
feelings
Fragile 45 39 42 25 9
Graceful 49 40 41 18 12
Sensitive 45 31 58 20 6
Sweet 43 52 37 23 5
Tender 40 53 46 18 3

Page 32 of 51
53 respondents describes that Pepsi is very much adventurous whereas 9 respondents describes
that Pepsi is not at all adventurous.
45 respondents describes that Pepsi is very much aggressive whereas 7 respondents describes
that Pepsi is not at all aggressive.
49 respondents describes that Pepsi is very much brave whereas 5 respondents describes that
Pepsi is not at all brave.
47 respondents describes that Pepsi is very much daring whereas 5 respondents describes that
Pepsi is not at all daring.
43 respondents describes that Pepsi is very much dominant whereas 12respondents describes
that Pepsi is not at all dominant.
44 respondents describes that Pepsi is very much sturdy whereas 4 respondents describes that
Pepsi is not at all sturdy.
46 respondents describes that Pepsi expresses tender feelings very much whereas 8 respondents
describes that Pepsi not at all expresses tender feelings.
45 respondents describes that Pepsi is very much fragile whereas 9 respondents describes that
Pepsi is not at all fragile.
49 respondents describes that Pepsi is very much graceful whereas 12 respondents describes
that Pepsi is not at all graceful.
45 respondents describes that Pepsi is very much sensitive whereas 6 respondents describes
that Pepsi is not at all sensitive.
43 respondents describes that Pepsi is very much sweet whereas 5 respondents describes that
Pepsi is not at all sweet.
40 respondents describes that Pepsi is very much tender whereas 3 respondents describes that
Pepsi is not at all tender.

Page 33 of 51
 Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid female 100 45.5 45.5 45.5
male 120 54.5 54.5 100.0
Total 220 100.0 100.0

The above chart indicates that out of total 220 respondents, 120 respondents are male and 100
respondents are female.

Age
Valid Cumulative
Frequency Percent Percent Percent
Valid Below 20 31 14.1 14.1 14.1
21 - 30 113 51.4 51.4 65.5
31 - 40 61 27.7 27.7 93.2
41 - 50 15 6.8 6.8 100.0
Total 220 100.0 100.0

The above chart indicates that out of total 220 respondents, 31 respondents are below 20 age
group, 113 respondents are between 21 to 30 age group, 61 respondents are between 31 to 40
age group, 15 respondents are between 41 to 50 age group and 0 respondents are above 51 age
group.

Page 34 of 51
 Occupation
Valid Cumulative
Frequency Percent Percent Percent
Valid student 79 35.9 35.9 35.9
business 47 21.4 21.4 57.3
job 69 31.4 31.4 88.6
unemployed 25 11.4 11.4 100.0
Total 220 100.0 100.0

The above chart indicates that out of total 220 respondents, 79 are students, 47 are doing
business, 69 are doing job, 25 are unemployed and 0 are retired.

Objective: 1
Measuring the brand personality of brands Coca Cola and Pepsi
Statistical tools used:
Factor Analysis: For Data reduction
Cronbach Alpha: For Reliability Test
Comparison of Means

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Value of 0.742 signifies that the instrument is reliable.

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Comparison -Mean

From the table above it can be seen that Coca Cola is viewed by the respondents as being more
Stable -Responsibility -Potency Dimension
Bold-Activity and Aggressiveness Dimension
Simple –Simplicity and Emotion Dimension
In comparison to Pepsi

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Objective: 2
Measuring the gender (masculine and feminine) dimensions of brand personality of Coca
Cola and Pepsi
Statistical tools used:
Factor Analysis: For Data reduction
Cronbach Alpha: For Reliability Test
Comparison of Means

High value of Cronbach Alpha signifies that the instrument is reliable.

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Coca Cola is viewed by the respondents as being more Adventurous, Brave, and Sturdy than
Pepsi. This shows that Coca Cola exhibits more of Masculine Brand Personality
Characteristics.
Though Pepsi is viewed as being more graceful than Coca Cola. This shows that Pepsi exhibits
more of Feminine Brand Personality Characteristics.

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Hypotheses Testing

Hypothesis Testing- test-Krushkal Wallis

Null Hypothesis-Ho: There is no association between the age of the respondents and the
opinion ―Pepsi is responsible‖. As the Asymp. Significance value is less than 0.05 we reject
the null hypothesis and conclude that there is difference in opinion age wise.

Null Hypothesis-Ho: There is no association between the occupation of the respondents and
the opinion ―Pepsi is responsible‖. As the Asymp. Significance value is less than 0.05 we reject
the null hypothesis and conclude that there is difference in opinion occupation wise.

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Null Hypothesis-Ho: There is no association between the occupation of the respondents and
the opinion ―Coca Cola is active‖. As the Asymp. Significance value is less than 0.05 we reject
the null hypothesis and conclude that there is difference in opinion occupation wise.

Null Hypothesis-Ho: There is no association between the age of the respondents and the
opinion ―Coca Cola is ordinary‖. As the Asymp. Significance value is less than 0.05 we reject
the null hypothesis and conclude that there is difference in opinion occupation wise.

Hypothesis Testing- test-Mann Whitney U test

Null Hypothesis-Ho: There is no association between the gender of the respondents and the
opinion ―Pepsi -is down to earth; stable; responsible, active; dynamic; innovative; bold;
ordinary; simple; romantic; and sentimental‖. As the Asymp. Significance value is greater than
0.05 we accept the null hypothesis and conclude that there is no difference in opinion gender
wise.

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CHAPTER: 4
FINDINGS
&
CONCLUSION
FINDINGS
 Out of total 220 respondents, 160 respondents have carbonated drinks like Coca Cola
and Pepsi whereas 13 respondents have fruit juices, 7 respondents have syrups/
squashes (like rooafza…), 12 respondents have homemade sherbets, 14 respondents
have concentrated drinks (like Rasna, tang…), 12 respondents have Nimboo pani and
only 2 respondents have any other drinks.
 Out of total 160 respondents, 42 respondents daily consume soft drinks like Coca Cola
and Pepsi. 60 respondents weekly consume soft drinks like Coca Cola and Pepsi. 58
respondents occasionally consume soft drinks like Coca Cola and Pepsi.
 Out of total 160 respondents, 26 respondent like to have soft drinks like Coca Cola and
Pepsi alone. 63 respondents like to have soft drinks like Coca Cola and Pepsi with
friends. 41 respondents like to have soft drinks like Coca Cola and Pepsi with family.
30 respondents like to have soft drinks like Coca Cola and Pepsi with guests.
 Out of total 160 respondents, 47 respondents normally have a soft drinks when
travelling. 29 respondents normally have a soft drinks when feel nervous. 40
respondents normally have a soft drinks to freshen their self. 31 respondents normally
have a soft drinks when socializing. 13 respondents normally have a soft drinks for any
other reason.
 55 respondents very much agree on Coca Cola brand is down to earth whereas 3
respondents very much disagree on Coca Cola brand is down to earth.
 44 respondents very much agree on Coca Cola is stable brand whereas 5 respondents
very much disagree on Coca Cola is stable brand.
 52 respondents very much agree on Coca Cola is responsible brand whereas 5
respondents very much disagree on Coca Cola is responsible brand.
 47 respondents very much agree on Coca Cola is active brand whereas 4 respondents
very much disagree on Coca Cola is active brand.
 44 respondents very much agree on Coca Cola is dynamic brand whereas 7 respondents
very much disagree on Coca Cola is dynamic brand.
 56 respondents very much agree on Coca Cola is innovative brand whereas 8
respondents very much disagree on Coca Cola is innovative brand.
 47 respondents very much agree on Coca Cola is bold brand whereas 4 respondents
very much disagree on Coca Cola is bold brand.
 44 respondents very much agree on Coca Cola is ordinary brand whereas 4 respondents
very much disagree on Coca Cola is ordinary brand.
 42 respondents very much agree on Coca Cola is simple brand whereas 11 respondents
very much disagree on Coca Cola is simple brand.
 42 respondents very much agree on Coca Cola is romantic brand whereas 8 respondents
very much disagree on Coca Cola is romantic brand.
 38 respondents very much agree on Coca Cola is sentimental brand whereas 8
respondents very much disagree on Coca Cola is sentimental brand.
 57 respondents very much agree on Pepsi brand is down to earth whereas 12
respondents very much disagree on Pepsi brand is down to earth.
 49 respondents very much agree on Pepsi is stable brand whereas 4 respondents very
much disagree on Pepsi is stable brand.

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 48 respondents very much agree on Pepsi is responsible brand whereas 3 respondents
very much disagree on Pepsi is responsible brand.
 43 respondents very much agree on Pepsi is active brand whereas 8 respondents very
much disagree on Pepsi is active brand.
 46 respondents very much agree on Pepsi is dynamic brand whereas 9 respondents very
much disagree on Pepsi is dynamic brand.
 45 respondents very much agree on Pepsi is innovative brand whereas 3 respondents
very much disagree on Pepsi is innovative brand.
 50 respondents very much agree on Pepsi is bold brand whereas 4 respondents very
much disagree on Pepsi is bold brand.
 43 respondents very much agree on Pepsi is ordinary brand whereas 4 respondents very
much disagree on Pepsi is ordinary brand.
 49 respondents very much agree on Pepsi is simple brand whereas 5 respondents very
much disagree on Pepsi is simple brand.
 38 respondents very much agree on Pepsi is romantic brand whereas 11 respondents
very much disagree on Pepsi is romantic brand.
 40 respondents very much agree on Pepsi is sentimental brand whereas 10 respondents
very much disagree on Pepsi is sentimental brand.
 54 respondents describes that Coca Cola is very much adventurous whereas 8
respondents describes that Coca Cola is not at all adventurous.
 38 respondents describes that Coca Cola is very much aggressive whereas 5
respondents describes that Coca Cola is not at all aggressive.
 60 respondents describes that Coca Cola is very much brave whereas 5 respondents
describes that Coca Cola is not at all brave.
 45 respondents describes that Coca Cola is very much daring whereas 4 respondents
describes that Coca Cola is not at all daring.
 48 respondents describes that Coca Cola is very much dominant whereas 6 respondents
describes that Coca Cola is not at all dominant.
 36 respondents describes that Coca Cola is very much sturdy whereas 10 respondents
describes that Coca Cola is not at all sturdy.
 49 respondents describes that Coca Cola expresses tender feelings very much whereas
8 respondents describes that Coca Cola not at all expresses tender feelings.
 48 respondents describes that Coca Cola is very much fragile whereas 11 respondents
describes that Coca Cola is not at all fragile.
 50 respondents describes that Coca Cola is very much graceful whereas 6 respondents
describes that Coca Cola is not at all graceful.
 43 respondents describes that Coca Cola is very much sensitive whereas 5 respondents
describes that Coca Cola is not at all sensitive.
 43 respondents describes that Coca Cola is very much sweet whereas 3 respondents
describes that Coca Cola is not at all sweet.
 41 respondents describes that Coca Cola is very much tender whereas 4 respondents
describes that Coca Cola is not at all tender.
 53 respondents describes that Pepsi is very much adventurous whereas 9 respondents
describes that Pepsi is not at all adventurous.

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 45 respondents describes that Pepsi is very much aggressive whereas 7 respondents
describes that Pepsi is not at all aggressive.
 49 respondents describes that Pepsi is very much brave whereas 5 respondents describes
that Pepsi is not at all brave.
 47 respondents describes that Pepsi is very much daring whereas 5 respondents
describes that Pepsi is not at all daring.
 43 respondents describes that Pepsi is very much dominant whereas 12 respondents
describes that Pepsi is not at all dominant.
 44 respondents describes that Pepsi is very much sturdy whereas 4 respondents
describes that Pepsi is not at all sturdy.
 46 respondents describes that Pepsi expresses tender feelings very much whereas 8
respondents describes that Pepsi not at all expresses tender feelings.
 45 respondents describes that Pepsi is very much fragile whereas 9 respondents
describes that Pepsi is not at all fragile.
 49 respondents describes that Pepsi is very much graceful whereas 12 respondents
describes that Pepsi is not at all graceful.
 45 respondents describes that Pepsi is very much sensitive whereas 6 respondents
describes that Pepsi is not at all sensitive.
 43 respondents describes that Pepsi is very much sweet whereas 5 respondents
describes that Pepsi is not at all sweet.
 40 respondents describes that Pepsi is very much tender whereas 3 respondents
describes that Pepsi is not at all tender.
 Out of total 220 respondents, 120 respondents are male and 100 respondents are female.
 Out of total 220 respondents, 31 respondents are below 20 age group, 113 respondents
are between 21 to 30 age group, 61 respondents are between 31 to 40 age group, 15
respondents are between 41 to 50 age group and 0 respondents are above 51 age group.
 Out of total 220 respondents, 79 are students, 47 are doing business, 69 are doing job,
25 are unemployed and 0 are retired.

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CONCLUSION
 Major respondents have Carbonated drinks like Coca Cola and Pepsi rather than other
drinks like Fruit juices, Syrups/ Squashes (like Rooafza…), Homemade sherbets,
Concentrated drinks (like Rasna, Tang…), and Nimboo pani.

 Most of the respondents weekly consume soft drinks like Coca Cola and Pepsi.

 As most of the respondents are students, they like to have their soft drinks like Coca
Cola and Pepsi with their friends.

 Most of the respondents normally have a soft drinks like Coca Cola and Pepsi when
travelling.

 Most of the respondents are very much agree on Coca Cola is innovative brand and
many respondents are very much disagree on Coca Cola is simple brand.

 Most of the respondents are very much agree on Pepsi is down to earth brand and as
the same time many respondents are very much disagree on Pepsi is down to earth
brand.
 Most of the respondents describes that Coca Cola is very much brave brand and many
respondents describe that Coca Cola is not at all fragile brand.

 Most of the respondents describe that Pepsi is very much adventurous brand and many
respondents describe that Pepsi is not at all dominant and graceful brand.

 Brand Personality:
Coca Cola is viewed by the respondents as being more
 Stable-Responsibility -Potency Dimension
 Bold-Activity and Aggressiveness Dimension
 Simple –Simplicity and Emotion Dimension
In comparison to Pepsi

 Brand Personality Measuring the gender (masculine and feminine) dimensions of

brand personality of Coca Cola and Pepsi
Coca Cola is viewed by the respondents as being more Adventurous, Brave and Sturdy than
Pepsi. This shows that Coca Cola exhibits more of Masculine Brand Personality
Characteristics.
Though Pepsi is viewed as being more graceful than Coca Cola. This shows that Pepsi exhibits
more of Feminine Brand Personality Characteristics.

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  Gender Wise Opinion of respondents related to the personality of Coca Cola and
Pepsi
- No difference was found gender-wise

 Occupation-wise Opinion of respondents related to the personality of Coca Cola

and Pepsi
There is difference in opinion occupation wise related to the statements
- Pepsi is responsible
- Coca cola is active

 Age-wise Opinion of respondents related to the personality of Coca Cola andPepsi

There is difference in opinion age wise related to the statements
- Pepsi is responsible
- Coca Cola is ordinary

MANAGERIAL IMPLICATION
 Coca cola is considered to have more of masculine characteristics as such initially the
ads related to Santa Claus. This fact related to the personality could be reflected in their
communication.
 Pepsi exhibits more of feminine characteristics, as such their initial ad also had a female
model. This could be a consideration for their communication strategy and overall
marketing strategy.

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BIBLIOGRAPHY
BIBLIOGRAPHY

https://www.coca-colaindia.com
https://www.marketing91.com/coca-cola-competitors/pepsi-competitors/
https://www.pepsicoindia.co.in
https://en.m.wikipedia.org
https://www.marketing91.com/swot-analysis-pepsico/
https://softdrinkcolawar.blogspot.com/2012/12/coke-pepsi-brand-personalities
https://www.researchgate.net/publication/332728617/323237450
Grohmann, 2009, ―Gender Dimensions of Brand Personality‖ Journal of Marketing Research,
46 (January), 105-19
Gruens, Weijters and De Wulf, 2009, ―A new measure of Brand Personality‖ International
journal of Research in Marketing, 26, 97-107

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ANNEXURE
ANNEXURE

QUESTIONNAIRE
“To Measure the Brand Personality of Brands Coca Cola and Pepsi.”
Hello, I Hinal Dobariya the student of Master of Business Administration Semester IV studying
at Department of Business and Industrial Management, VNSGU. I am conducting a research
on ―To Measure the Brand Personality of Brands Coca Cola and Pepsi‖. This study is for only
academic purpose.

E mail id:

1. Which soft drink do you have?

o Carbonated drinks like Coca Cola, Pepsi

o Fruit juices
o Syrups/ Squashes (like Rooafza...)
o Homemade sherbets
o Concentrated drinks (like Rasna, Tang...)
o Nimboo Pani
o Any other

* If you do not have carbonated drinks, do not proceed.

2. How often do you consume soft drinks like Coca Cola, Pepsi?

o Daily
o Weekly
o Occasionally

3. With whom do you like to have your soft drink like Coca Cola, Pepsi?

o Alone
o With friends
o With family
o Guests

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 4. What is the reason when do you normally have a soft drink like Coca Cola, Pepsi?

o When travelling
o When feel nervous
o To freshen myself
o When socializing
o Any other

5(A). Please tick mark the option that is characteristic of the brand.

Sr. Items Very Agree Neutral Disagree Very

No. (Characteristics of the Brand) Much Much
Agree Disagree
1. Coca Cola is Down to Earth
2. Coca Cola is stable brand
3 Coca Cola is a responsible brand
4 Coca Cola is active
5 Coca Cola is dynamic
6 Coca Cola is innovative
7 Coca Cola is bold
8 Coca Cola is ordinary
9 Coca Cola is simple
10 Coca Cola is romantic
11 Coca Cola is sentimental

5(B). Please tick mark the option that is characteristic of the brand.
Sr. Items Very Agree Neutral Disagree Very
No. (Characteristics of the Much Much
Brand) Agree Disagree
1. Pepsi is Down to Earth
2. Pepsi is stable brand
3 Pepsi is a responsible brand
4 Pepsi is active
5 Pepsi is dynamic
6 Pepsi is innovative
7 Pepsi is bold
8 Pepsi is ordinary
9 Pepsi is simple
10 Pepsi is romantic
11 Pepsi is sentimental

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 6(A). Please tick mark the option that best describes the brand.

Sr. Items Very Much Descriptive Somewhat Not Not at all

No. (Characteristics Descriptive Descriptive Descriptive Descriptive
of the Brand)
1. Coca Cola is
adventurous
2. Coca Cola is
aggressive
3 Coca Cola is
brave
4 Coca Cola is
daring
5 Coca Cola is
dominant
6 Coca Cola is
sturdy
7 Coca Cola
expresses tender
feelings
8 Coca Cola is
fragile
9 Coca Cola is
graceful
10 Coca Cola is
sensitive
11 Coca Cola is
sweet
12 Coca Cola is
tender

6(B). Please tick mark the option that best describes the brand.

Sr. Items Very Much Descriptive Somewhat Not Not at all

No. (Characteristics Descriptive Descriptive Descriptive Descriptive
of the Brand)
1. Pepsi is
adventurous
2. Pepsi is
aggressive
3 Pepsi is brave

4 Pepsi is daring

5 Pepsi is
dominant

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6 Pepsi is sturdy
7 Pepsi expresses
tender feelings
8 Pepsi is fragile
9 Pepsi is graceful
10 Pepsi is sensitive
11 Pepsi is sweet
12 Pepsi is tender

Name:

Gender:

o Male
o Female

Age:
o Below 20
o 21 to 30
o 31 to 40
o 41 to 50
o Above 51

Occupation:

o Student
o Business
o Job
o Unemployed
o Retired

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