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A PROJECT REPORT OF MARKETING

STRATEGIES AND DISTRIBUTION

CHANNEL OFCOCA COLA BEVERAGE PVT LTD.COCA COLA BEVERAGE PVT LTD.

Submitted by:

Tushar Verma

B.COM (HONS)

ENROLLMENT NO.

A7004610054

Under Guidance Of :

Industry Guide : FacultyGuideMr. Chitresh Tiwari Miss. Sana Moid

Marketing Executive Manager ABS, Lucknow

(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIMEBACHELOR OF COMMERCE HONORS 2011-12)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

1



DECLARATION

I hereby declare that I have carried out Summer Training Project on the topic entitled

“Comprehensive Study of Coca Cola” at Lucknow, Uttar Pradesh.

I further declare that this project work is based on my original work and no

part of this project has been published or submitted to anybody.

TUSHAR VERMA

B.COM(HONS.)

2



FACULTY GUIDE CERTIFICATE

Forwarded here with a summer internship report on “Comprehensive study of Coca

Cola” of Coca Cola submitted by Tushar verma Enrollment NO. A7004610054 student

of B.COM HONS. (2010-13)

This project work is partial fulfillment of the requirement for the degree of Bachelor Of

Commerce Honors from Amity University Lucknow Campus, Uttar Pradesh.

Miss. Sana MoidLecturer AMITY UNIVERSITY,LUCKNOW CAMPUSUTTAR PRADESH.

3



STUDENT’S CERTIFICATE

Certified that this report is prepared based on the summer internship project undertaken by

me in COCA COLA BEVERAGE PVT LTD.from 15th May 2012 to 30th June 2012,

under the able guidance of Miss.SANA MOID in partial fulfillment of the requirement for

award of degree of Bachelor of Commerce honors B.Com from Amity University, Uttar

Pradesh.

Date:

Tushar verma Miss. Sana Moid Prof. V.P. Sahi

(Student Name) Lecturer (Faculty guide) (Director ABS)

4



PREFACE

In summer the consumption of soft drinks is more due to hot weather in this time chilled

weather is needed everywhere and every body irrespective of age difference. In the

market peoples not only need water, but they want same taste too. Here comes the need

of soft drinks: it has become an essential part of market as people like it in addition to the

bottles, now day’s packages of soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters

and dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all B.com(Hons.) a participant are required to undergo

practical summer training in any industry for 6 to 8 week’s period. The main objective of

this training is to supplement theoretical knowledge with exposure to practical operator of

an organization or industry. Candidate tale much help from this training when he get the

job after completed the curriculum in this training candidate get the better opportunity to

in meet the Retailer conjurer, whale sellers dealer by which candidates gain more and

more information about the market. By this practical Experience candidate confident

level is improved. Consequently we can say this training provide better understanding of

all functional areas of management skills.

5



ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving my sincere,gratitude to all persons who have helped me in the preparation of this dissertation. First of

all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this project work, which has helped me in the successful completion of the training. I expressour thanks to Coca cola Hindustan Beverages Ltd. for granting me the permission towork with the esteem organization. I am also thankful to Mr. Ashutosh Sharma (SalesCo-ordinator) and then to Mr. Chitesh Tiwari (Marketing Execution Manager) and thento Devendra Kumar (SE) and then to Pankaj Chaudhary (Logistic Co-ordinator) of Cocacola Hindustan Beverage Ltd. They guided and helped us in all possible ways they could,at every stage of the report.

I would also like to thank all the Executives, distributors & staff of Coca cola who provided us all the relevant information and their kind support, on the basis of which this

report has been prepared.

.

6



CONTENTS

TOPIC PAGE NO.

CHAPTER 1

INTRODUCTION

10

CHAPTER 2COMPANY PROFILE- COCA COLA

13

OBJECTIVE OF THE PROJECT 18

DISTRIBUTION CHANNEL 23

MARKET OF SOFT DRINK IN INDIA 25

COMPETATIVE ARENA 27

SWOT ANALYSIS 55

CHAPTER 3

RESEARCH METHODOLOGY

60

CHAPTER 4 RECOMMENDATION 79

ANNEXURE – QUESTIONNAIRE 81

BIBLIOGRAPHY 83

LIST OF FIGURES

7



Page no.

Figure 1 15

Figure 2 21

Figure 3 39

Figure 4 39

Figure 5 40Figure 6 41

Figure 7 41

Figure 8 42

Figure 9 43

Figure 10 43

Figure 11 43

Figure 12 44

Figure 13 44

Figure 14 44

Figure 15 45

Figure 16 46Figure 17 67

Figure 18 68

Figure 19 70

Figure 20 71

Figure 21 72

Figure 22 72

Figure 23 73

Figure 24 74

Figure 25 75

Figure 26 76

Figure 27 77

Figure 28 78

LIST OF TABLES

Page no.

Table 1 16

Table 2 16

Table 3 45

8



CHAPTER 1

Introduction

9



Modern age is full of competition. Today only way of success is your continuous efforts

towards the growing market needs and in satisfying them. It is the marketer job to know

what the market speaks i.e. the ever changing needs of the customer through market

research & adopt them fruitfully. It is must for all the companies to make policies

according to the customers and the govt. Today to succeed for any organization has to

target its customer needs, to create a culture in the organization i.e. market conscious &

responsive to customer needs. Soft drinks industry has become big business in India in

recent years.

The soft drink business under went major change with the entry of PEPSI and re-entry of

COCA-COLA in India in the late 80s when Parley with brands like Thumps, Limca &

Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94;

today both brands are the Indians favorite soft drinks.

HISTORY OF COLA

10



The cola industry has phenomenal possibilities for rocketing profit growth inspite of the

sign of relief heaved by the manufacture at the abrupt sensational termination of coca

cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status

symbol to it..., generated by the sub standard, penetrated, advertising and extensive

distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom, less

than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with

kind of a market potential coke entered in India in 1991 after the permissions of setting

up Britico Food company to coke was granted by the government in Pune in 1992 the

plant was established for is deducted then the bottle are taken out of the line and cleaned

again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water the

sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch number

and Time.

After crowing the bottle, the bottle comes again at checking screen for checking the

bottle.

11



CHAPTER 2

Company Profile Coca-cola (US)

12



Coca cola is a world leader in beverages, with revenues of about $35 billion and over 180,000 employees. The company consists of the snack business of Frito-Lay NorthAmerica and the beverage and food businesses of Coca cola Beverages and Foods, whichincludes Coca cola Beverages North America (Cola North America andGatorade/Tropicana North America) and Quaker Foods North America. Coca-cola

International includes the coffee businesses of Frito-Lay International and beverage businesses of Coca-cola Beverages International. Coca-cola brands are available in nearly200 countries and territories.Many of Coca-cola brand names are over 100-years-old, but the corporation is relativelyyoung. Coca-cola was founded in 1923 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2001.

Coca-cola Company – Coca-cola (formulated in 1898), Diet coke(1964) and

Mountain Dew (Introduced by Tip Corporation in 1948).KO is the world leader in the food chain business. It consists of many companies amongst

which the prominent one is Pepsi cola, frito lay, Pepsi food international, pizza hut, andKFC and taco bell. The group is presently into three most profitable businesses namely, beverages, snack foods and restaurants. It has scores of big brand available in nearly 150countries across the globe.

The beverages segment primarily market Pepsi diet, mountain dew and other brandsworldwide and 7UP outside the U.S. market. They are positioned in close competitionwith Coca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profitfrom international operation while same figure of Pepsi co. stand at 6%, the segment isalso in the bottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the worldwide pizza hut,Taco Bell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the play field, over the last years; the company has invested more than $2billion in itsworldwide operations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with itslong time archival claiming victory in the cola wars. Coke and Pepsi expanded their rivalry to tea in 1991 when Pepsi formed a venture with #1 Lipton in response to coke’sannounced venture with nestle (Nestea) it has won over 30% of the ready to drink teamarket, a part of the so called “new age” beverages segment.

The beverage industry has witness the phenomenal growth over the last few yearsnecessitating capacity increase and builds up of commensurate infrastructure to meet the business growth, which is accordingly matched.

PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.

13



Mission of the Company:

Continuously excel to achieve and maintain leadership position in the chosen businesses;and delight all stakeholders by making economic value additions in all corporatefunctions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinksLtd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plantoperated in 13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO.After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra,Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plantstarted in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pans India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes aseparate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

BUSINESS SEGMENTS

14



The KO Group is divided into three-business segments- Beverage, Food and Education.It has a leading market position in each of its three business segments. Our balanced portfolio produced a solid business performance. Products and services, which look to the

future, ensure that we will be well placed in growth markets.

FIGURE 1

TYPES OF COOLERS

• 2 cacs

• 4 cacs.

• 7 cacs

• 9 cacs

• 11 cacs

• 20 cacs

• 30 cacs

RATELIST-2010

15



Brand Basic Rate Amt.Vat charge @12.5 %

Total

16



200 ML 149.33 18.67 168.00

300 ML 190.22 23.78 214.00

SD 300ML

129.78 16.22 146.00

SD 500ML

224.00 28.00 252.00

600 ML 394.67 49.33 444.00

1.25 LTR 337.78 42.22 380.00

2 LTR 364.44 45.56 410.00

DT 330ML

444.44 55.56 500.00

330 ML 444.44 55.56 500.00

KIN

500ML

144.00 18.00 162.00

KIN 1 LIT 97.78 12.22 110.00

TABLE 1

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FRUITJUICE

Brand Basic

Rate

Amt.Vat Charges @ 4 % Total

MZ 200 ML 278.85 11.15 290.00

MZ 250 ML 205.77 8.23 214.00

MZ 600 ML 530.77 21.23 552.00

MZ 1200 ML 480.77 19.23 500.00

MMPO 400 ML 509.62 20.38 530.00

MMPO 1.2 LTR 600.96 24.04 625.00

TABLE 2

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OBJECTIVE

The objective of my training is survey in ALAMBAGH and CHARBAGH (A&B Routes)in order to find out Market Share Of Coca Cola And Channel Of Distribution it means we

have to find that what is the market share of coca cola in the market and what is the

market share of his competitor Pepsi and we have to find that customer take coca cola

brand from company vehicle or from dealer.

19



Coca-Cola entry in India

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In

1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta

& Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant operated in

13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO.

After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra,

Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant

started in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1

pan India Company bottler, HCCBPL in 1997-1999. In July 2005 HCCBPL becomes a

separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

20



THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person

knows the name of coca cola since India is one of biggest market and sultry summer from

March the end of October and huge population has immensely helped in the sales the

sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year company’s top

management adopted new policy and decreased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 7Rs. And they made a new

brand of 200 ml determine the rate of this brand 5Rs. By which medium size family and

lower level family can be taken the enjoy of coke. By this decision company’s marketing

share has been increased.

In present time coke is captured approximate 70% market share in cold Dinks line. Now

coke has defeated all the soft drinks company. According to service and according to

advertising coke has appropriate position.

It has now emerged as the winner and has a good image in the market.

Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26 corers.

21



ORGANIZATION STRUCTURE

Coca-Cola Hindustan Beverage Ltd.

FIGURE 2

22



PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the raw material required

for soft drink are concrete sugar syrup and treated bottled the entire process take in thefollowing steps.

The first step in the production involves conversion of hard water in the soft water.

The next step is the preparation of sugar syrup in the plant itself the content of the syrup

various according to the brand prepared the syrup at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam water jets and caustic

soda.

Bottle are then moved on a conveyor belt in a line and are closely examined in case some

impurity is left. It the impurity the concentrate coke is not a now product for the Indian it

was there in India till 1977 but had to leave India on mass demonstration led against it,

instigated by the local brands it was leaded by Mr. George Fernandes in Agrain UP so

when the program of re-launching was made, it was again (where it was made o leave the

country), on the 24th October 1993 in order to a strong hold in the Indian market, it signed

a pact with Mr. Ramesh Chauhan of Parle exports. Thumps Up, Limca, Gold Spot, Citra,

Maaza, Bisleri Club Soda etc. at a cost of $40 million by doing so they gripped the Indian

market of soft drinks and captured 65% of the entire soft drinks much that the

competition was tougher and commodities was of the same standard. So the going was

tougher, but still it has managed to gain and keep in.

23



DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate user. After

manufacturing the product the important work for the is to provide its goods to itsultimate user at the right time and when manufacturing process has been over. Than

marketing work will be start by the marketing Department adopt the policy for providing

goods to the consumer at the right time and place. Distribution means the way be which

the product reach to the hand of consumer these all process comes under the Distribution

of Network. Good distribution network is essential for more sailing and customer

satisfaction. If customer or retailer is not satisfy of your distribution net work. It reflect

that company’s Distribution is not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company don’t want to take any type

of risk so they have made the distributor in different 2 areas. Distributor take

the flavors from the company and deposit all the payment in advance by this

process company get all the money at the right time. Distributors establish

all the goods in bare house company are appointed 2 or 3 executive for

marketing. Executives are getting the salary from company. But sales man

helper, loader, appointed by the Distributor. Distributor is liable to give the

salary to the sales man helper; loader and clerk the sales man do the work

under the pressure of Executive.

From the bare house company launch the flavors in the market. The flavor reaches in the

market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the Retailer.

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Retailer sales the flavor to the consumer. This is the good marketing strategy.

25



SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900 million

people, the Indian soft drinks market was only of 200 cases per year. This was very low

even compared to Pakistan and Philippines. Population and potential market are two

major reasons for major multinational companies of entering India. They feel that a huge

population coupled with low consumption can only lead to an increase in the soft drink

market. Another increase in the sale of soft drinks in the scorching heat and the climate of

India, which is suitable for high sale of soft drinks. All these factors together have

contributed to a 30% growth in the soft drinks industry. If the demand continues growing

at the same rate, within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink industry of the world to

enter the Indian market. These two giants Pepsi and Coca-Cola, Themselves share 96%

of the soft drink market share. Rest is shared by Cadbury’s Schweppes, Campa Cola and

other soft drink brands. But was the scene same 20 years ago? The answer is No. 1970

was the year of pure soft drinks Campa cola and Parle people (Thumps up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated water. In general terms

non-alcoholic drinks are considered as soft drinks this name soft drink was given by

Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft

drink are concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft drink flavors and retail

channel refers to business location that tells or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before hand, but is an impulse

purchase. Lots of sale depends upon the strength of merchandizing done at the point of

sale.

26



It all begin in 1977, a change in government at the center led the exit of coca-cola which

preferred to quit rather to dilute its equity to 40% in compliance with the Foreign

Exchange Regulation Act (FERA). The first national cola drink to pop up was double

seven. In the meantime, Pure Drinks, Delhi on coke’s exit, switched over to Campa Cola.

The beginning of 1980’s saw the birth of another cola drink, Thumps up, Parle the Gold

spot people, launched it in 1978-79, as “Refreshing Cola”. By the mid-eighties Mc

Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in

India market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in 1978 Parle,

Indian soft drink’s market (share 33%) with its gold spot and Limca brands. Later

Thumps Up also started Thumps Up. At the same time the threat to the Indian soft drinks

was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 corers and grew

at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft drink market { i.e.

5 Parle Export brands of Thumps Up’s Limca Gold spot, Citra & Maaza }.Today the

scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer by looking at the India market shares in the beverage

industry.

One of the strongest weapons in Coke armory is the flexibility it has empowered its

people with. In Coke every employee, may he be a manager or salesman, have an

authority to take whatever steps he or she feels will make the consumers aware of the

brand and increase its consumption. Thus Coke believes in establishing and nurturing

creditability of the salesman and making commitment to grow business in accounts. All

these factors together led to a high growth in the Indian market and constantly increasing

market share.

27



COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to neck battle

between the two major players, Coca-Cola and Pepsi since the very beginning. The thirstquenchers are trying hard to have the major chunk of the pie of carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the softdrink markets in the world and enjoying leadership in terms of market share. But theCoca-Cola people are finding it hard to keep away Pepsi, which has been narrowing thegaps regularly. The two are posing threats to each other in every nook and corner of theworld. While Coca-Cola has been earning most of its bread and butter through beveragesales, Pepsi has a multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in India with different strategies andtactics to attack the rival. Coca-cola is focusing upon the joint ventures with the existing bottlers { fobo } franchise owned bottling operations to enhance its control onmanufacturing and marketing of its products range and attain the quality standards of itsclass.

Countering it Pepsi has taken the battle in its own hands by floating as investment of $ 95 billion to set Pepsi Company. India holdings, as subsidiary for {cobo} company owned bottling operations. Both the companies are following different path to reach the samedestiny i.e. to fetch the bigger portion of aerated soft drink market. Both consider India a

huge potential market, as per capita consumption here is a mere 3 serving annuallyagainst the world average of 80. Therefore, they are putting in their best efforts to woothe Indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. Incomparison to the international norms minutes, a major hurdle to cross over for both theathletes for getting no.1 position comparison to the inter. Coca-cola is well set with its 53 bottling sites through out the country giving it an edge over competition by processing awell-built bottling and distribution set-up. On the other hand, Pepsi, with two more yearsin india, has been able to set an image of a winner in India and has been able to get the pulse of the India soft drink market. The soft drink giants are leaving on stone unturnedand her for the long terms.

Coca-cola has been penetrating the market through its wide product range with adetermination to change consumption pattern

of soft drink in India. Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared tothe earlier 5%. They want to develop a coca culture here and are working on a strategy tooffer soft drink in every possible package. In coca-cola camp, the idea of competition hasnot come from Pepsi, but from the other beverages such as tea, coffee, nimbu pani, water

28



etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperatelyworking on the strategy to be winners in the hot cola war between two big barons.According to Pepsi philosophy, it’s the madness that encourages executive to think, toconjure up those creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. They have been going

with aggressive marketing by putting Amir Khan, Akshay Kumar and their advertisement to endorse their brand, the role models for its targeted consumer theteenagers. They have increased the fizz in the market place by introducing the dispenserscalled fountain Pepsi and has been enjoying a lead over its rival there.

Coca-cola on the other hand, has been working on the saying slow and steady wins therace’s side by retailing to every more of its competitor. They have procured the shield of thumps up with a handsome market share in Indian soft drink market.

Countering Pepsi’s international commercial that used two chimpanzees to cock a snoopat coke, thumps up come with the ad line, don’t be Bandar, and taste the thunder. Alsothumps up has been positioned now very near to that young image of Pepsi and giving ita though time.

These cool merchants have put everything on fire. It coke got the status of the officialdrink of wills. World cup, Pepsi blushed as nothing official about it. As thumps up projected as ‘saaree jahan se achcha’ Pepsi was passionate enough with ‘freedom to be’and now the “yeh dil mange more” when thumps up came with thunder blast, the other offered ‘Pepsi stuff card’. If red is meant for coke, Pepsi has chosen to be blue.

29



COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local flavor.For example, while festival mood plays a strong role in marketing, it is activated for

Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market

in India.

As a first step toward catching the attention of the youth, coke signed on cricket heroes

Saurav Ganguly and Javagal Srinath. It slowly started talking about youth passions like

cricket, films, festivals and food. Soon the advertisements started giving the message,

“Eat Cricket, Sleep Cricket, Drink only Coca-Cola” And now it has started modifying

film hits to frame catch lines that appeal to the youth. This particular strategy has worked

well for coke.

Coke is focused on distribution to ensure that its products are within customer’s reach.

And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is

selling as many bottles in the hinterland of Punjab as it does the four metros.

30



THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth opportunities it also has its

own disadvantages. The economic slowdown in various overseas markets and the strong

dollar had their impact on coca-cola revenues and bottom line in 1998. But the company

optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says, “This

past year 1998 has been a challenging period for the Coca-Cola Company as economic

environment became more uncertain in the later part of 1998, we strongly believe that our

fundamental opportunities for long term growth have not changed”.

As long as maximization of share holder wealth remain Coke’s focus for its future is

assured Goizueta had stated and proven to the world that focus on shareholder wealth

does more good to the company than focus on revenues and it is not that coke does not

enjoy volumes for it is world’s No.1 soft drink manufacture. It is not content with this

title and is aiming at higher volumes year after year. Surely coke will continue to grow.

Point on Roberto had reduced the company basically to its trademark and the returns are

so astronomical as to be off the boards. It just absolutely added a jet engine to their

performance.

31



COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its volume and 80 %

of its profit come from outside the United States of America. Although it was perceived

as a standardized brand across the world, coca-cola had been quietly fine turning its

international marketing strategies to suit the needs of individual national markets. Only

the brand coca-cola, sprite and fanta were marketed globally. In Latin America and

Europe, where a heavy consumer preference existed for lemon lime and orange sodas.

Coke had developed a wide range of formulations and flavors to cater the needs of

different countries. In ei salvador and venezuela, a version of fanta called fanta kolita a

cream soda type of drink became extremely popular. Similarly, in indonesia coke had

been selling pineapple and banana limca, maaza and thumps up in 1993.

32



A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24 th March 1899 Chattanooga;

Tenn. where its first bottling plant was started 100 year ago by two men struck one of the

most lucrative business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola company owner asia candler a

dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks are sold each

day in more than 200 countries around the world.

Candler had purchase what would become the cola company for $2,300 eight years

earlier from john pemberton, an atlanta phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he signed the contract with

white head and thomas any way, “and the rest is history”, bob lovell, vice president of

marketing for coca-cola bottling company. United inc., said in telephone interview from

chattanooga.

Lovell said thomas had seen cuban fields hand drinking pina fria a pineapple beverages,

from bottles while he was Stationed in Cuba during Spanish American war. When he

returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which

was then sold only as a fountain beverage.

“it occurred to him that coca-cola in bottles would be very popular”, Lovell said, “Mr.

Candler did not see any future in it because the containers were not sound, but that’s how

it all came about. “Thomas and whitehead promised to pay one dollar for the right to

bottle coca-cola, but legend has it that no money changed hands.

33



COKE’S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for ensuring the

availability of the products. Bottlers are supplied with concentrate to which they add

aerated water and bother ingredients before packing and sealing either cans or bottles.

Bottlers play a strategic role in the success of soft drinks companies and this was not far

from Goizueta’s mind.

In 1986 the company merged some of its company owned bottling operations with two

large ownership groups that had been put up for sale. All these bottling activities were

combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling

operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola

Enterprises enabling it to retain its own balance sheet.

34



PROMOTION : THE COCA-COLA WAY

Goal for the 90’s

“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF DESIRE.

Consumer activity clusters:-

• Grocery shopping

• Other shopping & services

• Eating and drinking

• Entertainment / Recreation / Leisure

• Travel / Transportation / Hospitality

• Educational

• At Work

The 3A’s:-

The strategy for reaching in creasing numbers of consumers in India is based on the

belief that consumers will buy our products it they are Available, Affordable and

Acceptable.

Strategies for the 3A’s

• Focus on the consumer and customer.

• To provide quality customer services, and caring about the quality of performance in

respective jobs.

• Caring enough about what we do, to it the best we know how.

35



The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing

numbers of consumer’s. How does coke position its limited resources to help meet its

good? Let us explore the specific ways in which the Coca-Cola system addresses each of

the 3A’s:-

Availability

Some of the ways in which the Coca-Cola Company hopes to increase availability of its

product include improved or innovative packaging, dispensing systems, distributions

system and marketing.

Affordability

The ways to address affordability include pricing decisions, as well as resource

management. To make its product available at a price affordable to the consumer.

Continually processes more efficient and therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any occasions depends on a

variety of strategies to reach the target audience. The common strategies adapted to effect

acceptability were though sponsorships, promotion youth market activities, community

programs, and other activates.

36



DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the values of the coca-cola system is presence that coca-cola should existeverywhere. In the words of former CEO-India operations – Richard Nicholas, “Our

goal is to have coke available within an arm’s reached of desire”. To fulfill this goal,

coca-cola not only produces products, but also has an effective system to distribute them

all over India.

Distribution

Distribution sales + delivery + merchandising + local account management.

Distribution of Coke’s products includes the activities of sales, delivery merchandizing

and local accounts management. These are two major types of distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the activities of sales,

delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola system

has control of one or more of the distribution elements (sales, merchandizing and

local accounts managements).

37



With direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and

Local Accounts Management) are performed by the same persons.In advanced sales, sales and delivery are performed by different people within the coca-

cola system.

Difference between a customer and a consumer.

• a consumer is some one who drinks coca-cola products.

• A customer is a business location which sells or serves coca-cola products to

consumers.

Merchandizing

One the products are delivered to the customer’s they are promoted at the point-of-

purchase to maximize the company’s sales opportunities, merchandizing involves looking

at the presentation of the products through the eyes of the consumers. It is an on-going

process that help the company present its products properly to the consumers in the

market place for instance, is the display attractive? Are the product neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are as follows:-

• Secondary display

• Coolers

• Vending machines

• Post mix / pre mix

India’s relationship with coca-cola

38



Just after independence, the maharaja of patiala oversaw his coca-cola hoarding from his

huge, ornate palace, coca-cola export representative frank harrold, was awed by the

maharaja’s opulent life style. In 1993 after coca-cola returned to India after a 16 year

absence (George fernandes threw the company out of the country in 1977 on the pre text

that it had refuse to divalge its formula to indian officials), ceo of the coca-cola company,

robes to boirueta “salivated over a virtually untapped market of 840 million people”.

39



MAAZA

“YAARI-DOSTI TAAZA MAAZA”.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM,MAAZA’S TAGLINE, “YAARI-DOSTI TAAZA MAAZA” MEANS “FRIENDSHIP

MOMENTS WITH FRESH

FIGURE 3

MAAZA” IN HINDI.

Maaza was introduced in India in 1984 as a non-carbonated mango fruit drink. It wasacquired by The Coca-Cola Company in 1993 and is currently available in three flavors,

mango, pineapple and orange, plus added calcium.

Maaza manufacturing unit is located in Najibabad which is delivering in all over Westernand East U.P. through that Najibabad manufacturing unit become Maaza is a fifth largest

selling brand of Coca-Cola. Maaza has mango fruit test its flavour introducing beforeSliece Pepsi Copy its.

SPRITE

FIGURE 4

40



CLEAR, CRISP, REFRESHING

Introduced in 1960, Sprite is the world’s leading lemon-lime flavored soft drink. Sprite issold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a

strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude about things that sets it apartfrom other soft drinks. Sprite encourages you to be true to who you are and to obey your

thirst.

According to survey for it has found out that Sprite is a lemon-lime flavored soft drink. Iasked about Sprite brand then I found out that when not available Limca brand of Retailoutlet then customer or consumer demand to Sprite brand through all over region survey

gone on statement Sprite is fourth largest selling brand of Coca-Cola in Ghaziabad.

THUMS UP

FIGURE 5

STRONG COLA TASTE, EXCITING PERSONALITY

A THUMP UP IS a leading carbonated soft drink and most trusted brand in India.Originally introduced in 1977, Thumps Up was acquired by The Coca-Cola Company in

1993.

41



Thums up is known for its strong, fizzy taste and confident, mature and uniquely

masculine attitude. This brand clearly seeks to separate the men from the boys.

Its tag line says it all: “Thumps Up, I Want My Thunder”.Thumps Up is a number one largest selling brand of Coca-Cola in Ghaziabad regionurban area only in Ghaziabad rural and semi-urban areas are second largest selling brandafter PEPSI because they are aware Thumps Up brand that what has extra entity inThumps Up.

DIET COKE/COCA-COLA LIGHT

FIGURE 6

Diet Coke was born in 1982 and quickly became the

No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S.,

Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it’s nowthe No. 3 soft drink in the world. It’s the drink for people who want no calories, but

plenty of taste. Ad campaigns around the world for Diet Coke share a playful,sophisticated and sexy attitude. Visit our Audio/Video Center to witness how the dietCoke North American ad campaign celebrates the real and human attributes that make

people alluring in the eyes of others.

COCA-COLA

FIGURE 7

42



Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton,Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with

carbonated water. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. In 1899, thecompany began franchised bottling operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world. The Coca-ColaCompany has nearly 400 beverages in its portfolio. Today you can find Coca-Cola ineach and every area of Ghaziabad region early because Coca-Cola is a largest number one brand among all soft drink brand so its known as that thunda matlab Coca-Cola thatif I would like drink thunda only Coca-Cola.

FANTA

FIGURE 8

A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus

and fruit flavors have their own solid fan base. Consumers around the world, particularlyteens, fondly associate Fanta with happiness and special times with friends and family.

This positive imagery is driven by the brand’s fun, playful personality, which goes handin hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation.

Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distributionwas increased in the U.S. in 2001 with the return of four flavors: orange,strawberry,pineapple and grape. Orange, the biggest seller, is now available in most of

the country.

43



DIET COKE

FIGURE 9

The extension of coca-cola name began in 1982 with the introduction of diet coke (alsocalled coca-cola light in some countries). diet coke quickly became the number one

selling low-calories soft drink .

LIMCA

FIGURE 10

this is thirst-quenching beverage features a fresh and light lemon-lime taste andlighthearted attitute. the limca brand was introduced in 1971 and acquired by the coca-

cola company in 1993.

KINLEY WATER

44



FIGURE 11

THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESHWATER WITH THE SATURATED OXYGEN LEVEL.

SUNFILL

FIGURE 12

This is thirst-quenching beverage features a fresh and light orange taste and lightheartedattitude.

VANILA

FIGURE 13

Tt is an ice cream in taste.launched in 200 MMPO

45



FIGURE 14

it is the orage juice flavour. it was launched in 2008. in thiS year it reaches its highestsale.

THE MOST PREFERRED BRAND OF COKE

LIKE BY CUSTOMER

FIGURE 15

During the survey I asked the customer about the brand preference and I found thatmaximum number of retailers prefer Thumpsup

GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGE

PRICE 33 35%

TEST 20 21%

AVAILABILITY 25 26%

PACKAGING 06 6%

OTHERS 11 12%

TABLE 3

46



0

5

10

15

20

25

30

35

P rice Test Availability P ackaging Others

REASON FOR HIGH DEMAND OF

COKE

FIGURE 16

Interviewing is an art and one learns it by experience. However, the following points may be kept in view by an interviewer for eliciting the desired information:

(1) Interviewer must plan in advance and should fully know the problem under

consideration. He must choose a suitable time and place so that the interviewee

may be at ease during the interview period. For this purpose some knowledge of

the daily routine of the interviewee is essential.

(2) Interviewer’s approach must be friendly and informal. Initially friendly greetings

in accordance with the cultural pattern of the interviewee should be exchanged

and then the purpose of the interview should be explained.

47



(3) All possible effort should be made to establish proper rapport with the

interviewee; people are motivated to communicate when the atmosphere is

favourable.

(4) Interviewer must now that ability to listen with understudying respect and

curiosity is the gateway to communication, and hence must act accordingly during

the interview. For all this, the interviews must be intelligent and must be a man

with self-restraint and self discipline.

(5) To the extent possible there should be a free-flowing interview and the questions

must be well phrased in order to have full cooperation of the interviewee. But the

interviewer must control the course of the interview in accordance with the

objective of the study.

(6) In case of big enquiries, where the task of collating information is to be

accomplished by several interviewers, there should be an interview guide to be

observed by all so to ensure reasonable uniformity in respect of all salient points

in the study.

48



SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and sells it to retailers on

his route. Characteristics of conventional routes:

• Salesman visits the outlets without a proper PJP

• Has the responsibility of driving which includes following traffic rules , finding

place to place to park in congested market places , sell the products

And collect cash & glass.

• Communicates schemes and handles cash himself which given him the

opportunity to manipulates with discounts.

• Salesman is un-educated, with his primary qualification being a ‘driving license’.

• Very low vehicles capacity utilization.

• Company’s span of control till distributor

• SKU’s loaded on truck is only an estimate leading to shortage in brand/packs in

the market.

49



WHAT IS PRE-SELL?

Pre-sell A selling technology in which the selling process has two distinct parts:

Generating order selling the order and delivering the pre-sold order .It segregates thefront-end and back-end process of selling.

• Works on a proper beat with a defined PJP.

• A pre-seller focuses on taking orders in advance after activating the outlet

.Therefore eh has dedicated time for effectively selling schemes and promotions

and

Carrying out his executing an outlet responsibility.

• Back-end activities like invoicing, delivering stocks, collecting cash & glass are

carried out by others.

• Delivery vehicles are loaded as per the orders, leading to very high capacity

utilization & negligible shortage of brand/pack to the retailer.

• Company gets control over retailer.

• Retailer is sure that he’s getting the complete discount.

• Higher Distribution ROI.

WHY PRE-SELL?

• Improved execution

• Reduced manpower through better utilization of MD resources

• Increased vehicle utilization (90%+)

• Reduced costs

• Improved BPPC Control-Focus on profitable packs and right BPPC

.

50



REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a ‘must’.

2. EDS/outlet list by current route/salesman to be prepared with RED outlets

marked.

PRINCIPLES

1. Pre-Seller can be a current ‘Route’ salesman or a market developer.

2. All pre-sellers are hired by HCCB & paid through a 3rd party.

3. Pre-seller will be responsible for:

• RED outlets = Execution + Volume.

• Non RED outlets =Volumes

4. Depending on the town/area/locality, pre-seller will be allocated two/three

beats each, with a frequency of 3x/2x per outlet.

5. Will cover 30 outlets in one beat using Beat Planning Format

6. Pre-billed orders leave the depot/distributor go down.

7. Pre-sell to work on specific geography rather than specific outlets.

51



IMPLEMENTING PRE-SELL METHODOLOGY

RE-Organizing the routes

1. List all outlets. The listing will provide all the necessary

information.

2. Identify outlets that should be on Pre-sell beats & form

geographical clusters.

3. Convert these clusters into ”Pre-sell beats” , using the beat

planning format

4. Prepare walking order Route Plan for Pre-sellers for the beats

assigned to him.5. And Remember to ensure:

• One Pre-sell beat should have 30-35 outlets.

• Check available time through the beat planning format.

ASSIGNING MANPOWER

For Pre-sell we need the following:

1. Pre-Seller for generating the order and market execution.

• There will be only one cader called “PRE-SSELLER”

which is either salesman or MD converted to this role .

2. Drivers (delivery salesman) & helpers for supplying orders.

3. MD’s for executing RED outlets on conventional routes.

4. For DSD one person at depot to take orders from Pre-sellers and

billing.

52



BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS

•

1 cluster of 3-4 pre-sellers.

• Volume & no. of outlets for every cluster will be derived.

2. VEHICLES

• Collect and analyses data related to vehicles utilization

over a period of 6-8 months after Pre-sell is launched.

• Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS

• Training for MD, Pre-sellers must cover how to take order,

and suggestive selling after executing the outlet.

• Training for salesman Pre-sellers must include how to execute

an outlet before taking orders through suggestive selling.

• Training will be first organized for MD converted Pre-seller’s.

The Salesman converted Pre-sellers will be trained later on.

PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH

• Communicating about Pre-sell in the RIGHT.

• Do not encourage Pre-sellers to initiate talk about Pre-sell

with retailers because they not be able to handle queries well.

• STL’s/S.Trainers / ASM’s / ACDM MUST accompany Pre-

sellers during the launch.

• This should be the way forward for at least all important

markets / retailers to reduce chances of resistance from the

trade.

• Plan the phasing as per the number of STL’s / trainers you

have.

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MEASURING PRE-SELLER’S PERFORMANCE

Performance to be measured on following parameters:

•

RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell.This needs to be checked to ensure that in course of pursuing

volume targets; market execution is not left out which is very

important key to our business.

• Volume achievements & growths vs. targets.

• Productivity.

No. of bills cut in a week vs. potential

Formula-Actual bills cut per week/ (No. of retailers X3)

CAUTION

1. There might be cases where in some retailers return stock due

to various reasons :-

• Does not have money.

• Father gave the order but son present at shop during

delivery of stocks.• Estimated the order wrongly now wants to change the

stock.

But the world of caution is that please don’t move back to

conventional route

2. Make deliveries through clubbed orders and do not allocate a

vehicle for every MD. Even if that is done in the beginning,

swap the salesman.

54



VISION

• The long term vision of Coca-Cola in India is to

provide exceptional strategic lead to the Coca-Cola in

India.• Through Coca-Cola system resulting in consumer &

customer preference and loyalty through Coca-cola is

commitment to them and in a highly profitable Coca-

Cola Corporate branded beverage system.

MISSION

The mission of Coca-Cola in India is:

• Increase in shareholder’s value over time.

• To achieve the above by working with business

partners to deliver satisfaction and value to

customers through world wide system of superior brand and services thus increasing the brand equity.

• To achieve the mission the company seeks the

contribution from each of the given areas:-

1. People working in the company.

2. Commitment of the company.

3. Goals & objectives of the company.

4. Environmental polices.

5. Internal control.

55



SWOT ANALYSIS

STRENGTH

• Company product having a good brand name and trade mark. So that there is no such

problem for convenes the user.

• Being a franchise company product trade mark. That’s why it’s scope is worldwide.

• Coca cola capturing near about 69% market in cold drinks line remaining 31%

captured by its main competitor Pepsi. The reason behind that good supply and its all

flavor like Thumsup, Limca, Fanta, Maaza and Sprite also asked by the user inSahibabad Area.

• Coca Cola good Brand Image not only in India rather all over the world. That’s why

there is no need of Advertisement.

• Company marketing policy is consumer oriented by doing mentioned M.R.P. and

manufactured date.

• Company having expert management so that company can provides better goods &

service for the ultimate user.

WEAKNESS

• The main weakness of the company is that company is not in position of provide all

flavor’s to the customer daily or at a one time.

• Customer is not happy from company marketing policy. He wants company will start

special discount program or increase maximum retail price.

56



• Most of the retailer’s problem is that no. company person comes at the shop for

listening the problem.

• Company top management not declare the scheme before one or two days. That’s

why scheme catalogue not prepared by the lower level management. In this way

retailers are not satisfy for company policy.

• Company management is not doing any thing for retailer. If management is not

provide any relief then he will increase M.R.P.

OPPORTUNITY

• Company can increase his product selling by increasing plant capacity and

manufacturing capacity.

• Being a seasonal selling product provide all the flavor to the customer in hot session

very necessary. It is the opportunity for the company.

• By providing better goods & services company can increase his market share.

• In present now the competitors are very less so that company can compromise its

main competitor Pepsi and can take maximum profit.

THREAT

• Company should do something for customer interest. Providing beneficial scheme

and good relation to customer other wise it’s other competitor will develop and they

will capture its market.

57



• Cold Drinks selling is very much depend on customer or retailer so that retailer is not

happy than sale can be effected in future.

• In this time only two or three competitor are existing in the market. In the future the

competitor can increase. So that company should prepare some future plan for

maintaining it’s market share.

• Some domestic competitor can develop in the market. Company should prepare long

term future plan for permanently existing in Host Country.

58



COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of the two bottlingoperation done for the company.

1. COBO (Company Owned & Operated BottlingOperation).

2. FOBO (Franchise Owned & Operated BottlingOperation).

After 1993, when Coca-Cola re-enters India market, done a lot of changes in existingsystem of soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottlingoperation in India.

In year 1997, company did a major investment of $700 million in India by purchasing

other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Companyhas full ownership and operational right for these types of operations. The other type of bottling operation for the company are called Franchise Owned and Operated BottlingOperation, to these, the company has given the right to produce the product for thecompany and to supply with the territory assigned by the company. Company has noownership or operational right/ control over these.

In India Company have 26 COBO and 14 FOBO operations for the production andcontrol of the whole operation in India. These are divided in to various zones that aregiven in the marketing mix section of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras in India,second largest plant is Dasna, and the largest one is in Bangalore. Hathras plant has 3RGB filling lines. The RGB line operating at mechanical efficiency of 90 % . Companydoesn’t have the facility for filling Maaza (RGB and Tetra Pack) a Mango flavour drink of Coca-Cola, pet bottling, water plant.

59



CHAPTER 3

60



RESEARCH METHODOLOGY

TECHNIQUES FOR SALES PROMOTION

1) Product availability

2) 100% rich

3) Good relation

4) Warm display

5) Cold display

6) Proper singer

7) Rich at one time

8) Fulfill your commitment

1) Product availability

It means all the flavors of coca cola should be available at one time. By which

customer can able to give any flavors to the consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always should always worry about

the quality of all the brands. If any organization wants to service in the market and

wants to better image then quality play a very integral role so for sales promotion

quality should by 100% good.

3) Good relation – company’s executive, sales man should make good relation from

dealer, whole seller and retailer. There is only 20% brand loyal person. Remaining

80% impulse selling is going on. It means in India in cold drinks line which ever brand consumer see first of all that brand will demanded by user. The selling is high

that particular brand. So i want to say that if. The executive relations will goods from

dealer, whole seller retailer. Then he will arrange coke brands on front of shop by

which coke selling will improve.

4) Worm display

61



5) Cold display

6) Proper shin age - proper shin age also play a key roll in more selling.

7) Fulfill our commitment – if executive promise to the customer of any type. Then

executive shovel fulfill his promise, such as. Executive say that to the retailer if you

will sell 1000 carrot in this month then i will give you a coke fridge. If retailer has

sold out 1000 carrot in the a month then executive should fulfill is commitment. By

this manner selling will also improve.

62



METHOD ADOPTING IN THE RESEARCH

PRIMARY METHOD

Adopted the personnel personal interview method in this method we made a

questioner with this questioner we used to go in the market and see the

customer one by one.

First of all we used to give the introduction with smile enthusiastic and with

proper eye contact and demand to give 2 or 3 minute to fulfill his questioner

and then after we started to put the questioner at the retailer and completed

the questioner.

(i) Questionnaire Method

(ii) Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By this method

researcher get the actual report

63



DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal

responses to questions, written or oral. I found it essential to make sure the questionnaire

was easy to read and understand to all spectrums of people in the sample. It was also

important as researcher to respect the samples time and energy hence the questionnaire

was designed in such a way, that its administration would not exceed 4-5 minutes. These

questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires.

The primary data collected by directly interacting with the people. The respondents were

contacted at shopping malls, markets, places that were near to showrooms of the

consumer durable products etc. The data was collected by interacting with 200

respondents who filled the questionnaires and gave me the required necessary

information. The respondents consisted of housewives, students, businessmen,

professionals etc. the required information was collected by directly interacting with

these respondents.

64



THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would like

them to be. Also called the audience the audience to be served by our project includes

key demographic information (i.e.; age, sex etc.).The specific population intended as

beneficiaries of a program. This will be either all or a subset of potential users, such as

adolescents, women, rural residents, or the residents of a particular geographic area.

Topic areas: Governance, Accountability and Evaluation, Operations Management and

Leadership. A population to be reached through some action or intervention; may refer to

groups with specific demographic or geographic characteristics. The group of people you

are trying to reach with a particular strategy or activity. The target population is the

population I want to make conclude an ideal situation; the sampling frames to matches

the target population. A specific resource set that is the object or target of investigation.

The audience defined in age, background, ability, and preferences, among other things,

for which a given course of instruction is intended.

I have selected the sample trough Simple random Sampling

65



SAMPLE SIZE:

This involves figuring out how many samples one need.

• The numbers of samples you need are affected by the following factors:

• Project goals

• How you plan to analyze your data

• How variable your data are or are likely to be

• How precisely you want to measure change or trend

• The number of years over which you want to detect a trend

• How many times a year you will sample each point

•How much money and manpower you have

SAMPLE SIZE

I have targeted 60people in the age group above 15 years for the purpose of the research.

The target population influences the sample size. The target population represents the

Lucknow regions. The people were from different professional backgrounds.

The details of our sample are explained in chapter named primary research where the

divisions are explained in demographics section.

66



TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analyzing the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The company have good

market share app. 67% and remain 33% market share covered by his close competitor

Pepsi in this Area.

Last years situation was not that. Last years market share of coca cola and pepsi was app.

Same in the market but in this year company adopted new strategy and provided good

service and provide more and more customer satisfaction company top management have

taken a good decision in this year. Decision was that all the flavor’s rate should be

decreased by which lower level people can be taken the enjoy of coke and the company

provided a new flavor of 200 ml in the birth rupees of 5. This brand have got good

position in middle level and lower level family so by the virtue of good strategy company

have got good market share app. 67% right now coke position is much more strong.

Comparison to Pepsi.

67



Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGE

Pulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

68



Kinley Water Kinley Water

(Kinley) Aquafina

FIGURE 17

CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

FIGURE18

69



CHAPTER 4

70



FINDINGS AND ANALYSIS

COMPETITIVE MARKET SHARE BETWEEN

Cola

Pepsi = 45%

Coke = 35%

Thumps up = 20%

FIGURE 19

71

45%

35%

20%

Pepsi Coke Thumsup



Orange

Fanta = 75%

Mirinda = 25%

FIGURE 20

Cloudy Lemon

Limca = 80%

Lemon Miranda = 20%

72

75%

25%

Fanta Mirinda



FIGURE 21

Clear Lemon

Sprit = 75%

7UP = 25%

FIGURE 22

Mango

Maaza = 80%

73

80%

20%

Limca Lemon Mirinda

75%

25%

Sprit 7UP



Slice = 20%

FIGURE 23

74

80%

20%

Maaza Slice



Soda

Kinley = 50%

Lehar Evervess = 50%

FIGURE 24

Can

Coke = 40%

Pepsi = 60%

75

50%50%

Kinley Lehar Evervess



FIGURE 25

76

40%

60%

Coke Pepsi

6



PET

Coke = 60%

Pepsi = 40%

FIGURE 26

77

60%

40%

Coke Pepsi

6



Kinley Water

Kinley = 80%

Aquafina = 20%

FIGURE 27

78

80%

20%

Kinley Aquafina

6



Total Product

Coke = 63%

Pepsi = 37%

FIGURE 28

79

63%

37%

Coke Pepsi

6



RECOMMENDATIONS

• Company should prepare future plan for maintain selling in market. Because

company competitor can increase and can capture the market.

• Company should provide special benefit to the retailer. Other wise his interest will go

down from cold drinks.

• Present time competition is not high in this line because it’s competitor is only Pepsi.

So that company can do compromise with Pepsi and both can increase product’s

M.R.P.

• Company should appointed a special representative for listening retailer’s problem

and solve them. He can also find out some shortcomings of salesman & others.

• In case of cold drinks selling mostly depend on retailer. So that his satisfaction

needed.

• Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Sprite should also

good.

• Defected goods should be returnable or changeable.

• Good execution is a main factor in more selling good execution improves selling.

• Sales executive & salesman relation and good behavior also provide effective

guidelines in increasing selling.

• For more selling company person should fulfill his commitment.

80



• In Cold Drinks line brand loyalty found only 20%. So that which will be visible that

will salable.

81



QUESTIONNAIRE

Questionnaire NAME OF THE SHOP……………………………………………………….ADDRESS………………………………………………………………………TEL. NO. ………………………………………………………….

Q1)Which brand do you sell?

PEPSI COCA COLA BOTH

Q2)How many brands are available in your shop in the RGB and PET Bottles?

(A)In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q3) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTH

Q4)Whether the purity of the refrigerator is maintained or not?

YES NO

Q5)Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

82



Q6)Are you satisfied with the distribution network?

YES NO

Q7)Are you aware of the various schemes run by the coca cola?

YES NO

Q8) Which company advertisement and sales promotion activities are better?

PEPSI COCA COLAQ9)Your daily sales?

1-2 CASE 3-5 CASES

6-10 CASES

More than 10 CASES

Q10)Do you think promotional activities can increase sales?

YES NO

Q11) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q12)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS………………….

Thank you very much for your kind cooperation!!!!!!!

83



BIBLIOGRAPHY

Internet site• www.cocacola.com• www.pepsico.com

Record of N.M. Soft drinks, Sat Nirnkari Colony, Delhi

Record of luminous marketing.

News items of English dailies, published from New Delhi.

• The Times of India

•

The Telegraph• The Economic Times

Advertisement on coke products.

Advertisement on Pepsi product.

Consulted Libraries

• American Library

• British Library

Consulted Books• Research for marketing Decision by P. Green, D.S.

Tull, G. Albaum

• Marketing Management - Phillip Kotler.

84

http://www.cocacola.com/

http://www.pepsi/

http://www.cocacola.com/

http://www.pepsi/

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