PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected HOD Mr. Manish Jain , Head of Department Department of Business Management , GIMS, Sagar for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and inspiring guidance of

she rendered me all possible help me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SURENDRA PRATAP LODHI

B.B.A. VTH SEM.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected , Head of Department MR.MANISH JAIN, Department of Business Management , GIMS, SAGAR for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Manish Jain He rendered me all possible help me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SURENDRA PRATAP LODHI

B.B.A. V SEM.

DELCLARATION BY THE CANDIDATE Date :

I declare that the project report titled " THE PROJECT REPORT ON MARKET STRATEGY OF COCO COLA " on Market Segmentation is nay own work conducted under the supervision of Mr. Manish Jain Department of Business Management , GIMS, SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

SURENDRA PRATAP LODHI

B.B.A. V SEM.

CERTIFICATE The project report titled " THE PROJECT REPORT ON MARKET STRATEGY OF COCO COLA " been prepared by SURENDRA PRATAP LODHI BBA V Semester , under the guidance and supervision of Mr. Manish Jain, for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the DepartmentExaminer

COCA-COLA ENTERPRISE INC.Type : Public

Founded : 1886

Headquarters : Atlanta Georgia USA

Chief Executing Officer : John Brock

Chief Financial Officer : William W Douglas

Industry : Beverages

Revenue : $19800 billion USD

Operating income : $1.495 billion USD

Net Income : $1.143 billion USD

Employees : 73000 (approx)

INDEXCertificate

Declaration

Preface

Acknowledgement

CHAPTER 1- Objective of study

Scope of study

CHAPTER 2- INTRODUCTIONCHAPTER-3 Company Profiles History of Coca cola Cocacola in IndiaCHAPTER-4 Industrial Profile

Soft drink Industry In India

Coca-Cola in India

Vision of coke in India

Mission of coke in India

CHAPTER-5 Product Profile

Major brands of the Company Brand Tagline Brand Ambassadors Detail of BrandsCHAPTER -6 Competitive Areas Competitive area among Coke & Pepsi Advertising

Brand ambassadors & TV Commercials

Promotion by the company

CHAPTER -7 Marketing Department

Marketing department

Distribution Network

Sales promotion techniques of the company

Criteria for providing free chilling equipment

S.G.A providing company

CHAPTER-8 Methodology Research methodology

PGP Plan Pre Sale Concept

CHAPTER -9 Swot Analysis Swot analysis

CHAPTER -10 Conclusion

Conclusion

Findings Facts

Suggestions

CHAPTER -11 Questionnaire QUESTIONAIRE

References

OBJECTIVES OF STUDY

The main objective of this RED project is to increase the sales of

the company.

The next objective of this projects is to advertise the various

Products of the company.

To find out the present status of ThumsUp, Coke, Sprite, Limca,

Fanta, Maaza at the retail outlets in the area.

To study the receipting of brand among retailers.

The study helps to know the distribution and marketing strategy of the company.

To find out available opportunities in the market by finding gaps in competitors penetration.

To collect data from retailers for the activation of new channels.

Find out ways to increase sales new launches to different channels.

To study the presale concept of the coke.

To enhance the market share of the company.

SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the market.

RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.

This study ensures the availability of the product in the market.

The study also helps in the evaluation of the market developer.

RED helps to maintain the outlets in a well designed way to attract the consumers.

3. COMPANY PROFILES

JOHN PEMBERTON

HISTORY OF COCACOLA

The world has changed in many ways since pharmacist, John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning..

1925 -6 Million Coke's sold per day.

1927 -The first Coca-Cola radio advertisement.

1928 -Sales of bottled Coca-Cola surpassed fountain sales for the first time.

1943On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII.

1950-Advertising on on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world.

1961 -Sprite was introduced.

1971 -The song "I'd like to Buy the World a Coke" was released.

1978-The two liter bottle was introduced, and during that same year the company also introduced plastic bottles

1982 -Diet Coke was introduced in July.

1985-The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled onto a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula.

1985-July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars.

1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 -The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment.

BENCHMARK

Cocacola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM.

Cocacola is the market leader in the whole world in beverage industry.

Business week magazine ranks Cocacola on 4th position in Indian FMCG industry.

Cocacola enjoys approx 60% market share in Indian beverage industry .

4. INDUSTRIAL PROFILESOFT DRINKS INDUSTRY IN INDIA

Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is known as the Beverage Battlefield in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. However during Coca-Cola and Pepsis attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of COCACOLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence

with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This

combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.22 By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven

profitability in the region for the first time.23 Encouraged by its 2002 performance,

Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.24

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and

assurance program including over 400 tests performed throughout the process

The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution

networks.

COCACOLA :VISION

Provide exceptional strategic leadership in Coca-Cola India System resulting in consumer and customer preferences and loyalty through Coca-Colas commitment to them and in highly profitable Coca cola branded beverage system.

COCACOLA:MISSION

Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profit through the use of finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and value added

Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement.

Indian society in form of contribution to economic and social development.

5. PRODUCT PROFILE

DIFFERENT BRANDS OF COMPANY

The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:

In the Cola Section:

In the Lemon Section

In the Orange & Apple section:

In the mango section:

In the juice section :

In the Soda Water and Bottled Mineral Water section:

BRANDS TAGLINE

Thumsup - Taste the thunder

Cocacola - Open happiness

Sprite - Seedhi baat no bakwaas ,clear hai

Limca - Fresh ho jao

Fanta - Go bite

Maaza - Bina guthli wala aam

BRAND AMBASSDORS

Thumsup -Akshay Kumar

Cocacola -Aamir Khan

Sprite -Shahrukh Khan

Fanta -Genelia Dsouza

Limca -Riya Sen

ABOUT BRANDS

THUMS UP

It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys.

The competitor of the brand on same category is Pepsi.

COCACOLA

This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters.

The competitor on the cola category is Pepsi.

SPRITE

This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of The times of India claims sprite to be the second brand in sales after Thumsup

Competitor : 7up & Mountain dew

LIMCA

Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color.

Competitor : Nimbooz

FANTA

Fanta has two flavors apple & orange. This is very popular drink among females.

Competitor: Mirinda, Parles Appy fizz

MAAZA

This has mango flavor. Maaza is popular among children and women.

Competitor: Slice, frooti

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink.

Competitor : Tropicana

KINLEY

This comes in two variety-mineral water & soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people.

Competitor : Aquafina, Bisleri

PACKAGING DETAILS

NUMBER OF BOTTLES IN A CASE 6. COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2006. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie.

While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the sub-continent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them.

The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh . ADVERTISINGAdvertising is a non promotion of goods & services by sponsor who can identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (left) for Pepsicos Mirinda,Genelia Dsouza (Right) for cocacolas Fanta

.

Tennis star Sania Mirza for Sprite

Bollywood star Aamir Khan for Coke

Bollywood star Akshay kumar for Thums up

Sprite seedhi baat TV add

Limca fresh ho jao TV add

Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

Sprite kholega toh bolega IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger consumer engagement program to leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, company had launched a special edition Sprite Kolkata Knight Riders bottle with insignia of key players.

Complimenting the innovation, Sprite was also rolling out a special Kholega Toh Milega digital initiative in association with KKR and Nokia.

In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET packs of Sprite.

To create awareness about Kholega Toh Milega digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.

PROMOTION DURING OFF SEASON

Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win HP Mini Laptop every hour for the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS LIMCA followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.

The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers and would run from 1st August to 14th September, 2009

7. MARKETING DEPARTMENT

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

DISTRIBUTION NETWORK

HCCBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers.

For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.

For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.

If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

SGA PROVIDING COMPANIES

Whirlpool India Limited

Godrej Appliances

Western refrigerator limited

Rockwel Industries

8. RESEARCH METHADOLOGY

The research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

Observation

Experiment

Survey

Here we include the primary method of survey

Research Instruments-

Questionnaire-A printed questionnaire was their to make the survey.

RED scoring sheet

Area of Survey-Sagar (M.P.) Sampling plan

Sampling unit - Owners of the retail outlets.

Sampling size- 30outlets

Sampling procedure-Random sampling

Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so it is taken from company records.

AREA- Sagar (M.P.)

SIZE OF VISICOOLER

IS PRESELLING IS GOOD OR THERE IS SOME GAP

HOW MUCH HAS THE VISIBLE PRODUCT?

LEADING BRAND OF COCACOLA

CHANNEL OF COKE

OUTLET BELONG TO WHICH CLASS

INCOME GROUP

MARKET SHARE

DIVISION OF MARKET

RETAILER FAMILIAR WITH PROJECT RED

Project RED is a live project. It can broadly be classified in two stages, which can be described as follows.

Initial Stage:-

This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and its variants offered by the company-

The Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city.

The actual knowledge about the product and the process was attained with the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works. Route riding elaborated the factors influencing the cola market and provided the information about the competitors strategies and schemes which they offer to the retailers in order to gain advantage. Retailers grievances were best know with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis.

Later stage:

This stage comprises of the serious implementation of the project RED in the area of Yashoda nagar, Kidwai nagar,KANPUR. To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the campaign has to be implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet, type of the outlet, space available at the outlet etc. Total available market was mainly segmented on two parameters, which are already discussed above.

(1.) Outlet volume

(2) Channel cluster

PJP PLAN(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented.

After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market..

PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED.

This concept has so many advantages-

This gives more time to the market developer for the activation & branding purpose.

By this company can easily implement the RED concept in better way.

Presale concept makes assure of more availability of the products in the market.

This concept is easy in processing.

By this concept market developer can arrange the product in better way.

The Company can display its products in proper way so that customers can attract towards it.

9 .HYPOTHESIS

Hypothesis

(A) Null hypothesis (H0 ):The coke has more consumption then Pepsi.

(B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.

(C) Let the level of significance is()= 5%In testing the hypothesis since the test is two tailed is Z=+-1.96

TEST FORMULA

Z= P1-P2 PQ[1+ 1]

n1 n2

P= n1P1 +n2P2

n1+n2

Q=(1-P)

where

P-Total population proportion of Coke & Pepsi

P1-Sample proportion of coke

P2-Sample proportion of Pepsi

n1- sample size of coke

n2- sample size of Pepsi

After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted.

CONCLUSION The coke product is more consumption then Pepsi.

2)Hypothesis(A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi.

(B)Alternate Hypothesis (H1): . The market share of coke is not higher then Pepsi.

(C)Let the level of significance is()= 5% which the hypothesis is tested.

FORMULA

Z = P*-P

P(1-P)

n

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted.

CONLUSION- The Market share of coke is higher than Pepsi

3)Hypothesis

(A)Null hypothesis (H0 ):Presale is good for the company.

(B)Alternate Hypothesis (H1): Presale is not good for the company

(C)Let the level of significance is()= 5% which the hypothesis is tested.

FORMULA

Z = P*-P

P(1-P)

n

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value(1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted.

Conclusion Presale is good for the company.

SWOT ANALYSIS

1. STRENGTHS:-

DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles.

STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day.

COST OF OPERATIONS: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola .Therefore, people abroad, are apprehensive about Coca-Cola products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE:

The Companys operations are carried out on a small scale and due to Government restrictions and red-tapism, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.

3: OPPORTUNITIES:

LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new products, which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

4: THREATS: IMPORTS: As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers.

PUSH & PULL STRATEGY PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers.

PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.

10. CONCLUSIONRED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because

JO DIKHTA VO BIKTA HAI

Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Kanpur region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY.

FINDINGS

1). According to the demand of outlet owners, delivery of products are not

made available in the outlets.

2). Efficient brands of coca cola are not available in outlets.

3). Sales people and delivery persons do not visit the outlets on a regular basis.

4). Advertisement materials are not available in the right time at the right place i.e.

Different Channels like Grocery, Convenience, E&D.

5). Many outlet owners have complains on improperly working visicooler i.e. its cooling

Capacity is low or its lights are not working.

6). Improper management is seen as No mechanics visit the outlets despite of

Complaints issued by outlet owners

7). Visicoolers are not placed at their Prime locations in many outlets

8). Many outlet owners express deep in satisfaction towards coca-cola as they do not get

any Prize or Cash discount as they receive from other companies.

FACTS

The most popular flavor is Thumsup in the whole market.

Cocacola is the market leader and Pepsi is the market challenger.

Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in the recent years.

In the off season when the sale is reduced retailers want more schemes.

Minute maid has not getting good response from the market.

SUGESSTIONS

1. Delivery position should be maintained to get good return from the market.

2. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute.

3. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not.

4. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company.

5. Display material should be provided to the retailers on more regular basis to increase the sales level.

6. Maintenance work of refrigerator; i.e. purity must be improved.

8. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers.

9. The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude towards the product. For this they can arrange awareness camps in different locations.

10. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.

11. QUESTIONNAIRE

NAME -AREA - CONTACT NO-Q.1ARE YOU AWARE ABOUT THE PRESENT SOFTDRINK BOOM IN THE MARKET ?

1) YES 2) NO 3) DO NO KNOW

ANS .

Q.2 WHICH SOFTDRINK BRAND WOULD YOU LIKE ?

1) COCA COLA 2) PEPSI 3) NONE

ANS.

Q.3WHAT METHOD DO YOU FOLLOW FOR MARKETING OF YOUR PRODUCT ?

1) ONLY INDIRECT DEALERSHIP METHODS

2) ONLY DIRECT SALES.

3) BOTH .

ANS .

Q.4DO YOU THINK ADVERTISING WAS AN EFFECTINE METHOD OF SELLING YOUR SOFT DRINK PRODUCTS ?

1)YES 2) NO3) DO NOT KNOW

ANS.

Q.5WHATB TYPE OF ADVERTISING WILL BE HELPFUL IN SATISFYING OF YOUR PRODUCTS ?

1) PRODUCT SPECIFIC

2) PERSONALITY ORIENTED

3) ALL THE ABOVE

4) DO NOT KNOW / CANNOT SAY

ANS.

Q.6DO YOU THINK THAT BRANDIKNG OF SOFTDRINK PRODUCTS HELPS IN THE MARKETING ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.7DO YOU THINK THAT ADVERTISEMENT ARE THE EFFECTIVE METHOD OF SALE PROMOTION ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.8DO YOU FOLLOW BRANDING OF PRODUCTS AS A MARKETING STRATEGY ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.9DOES BRANDING OF THE PRODUCTS HELPS TO IMPROVE THE MARKETING POTENTIAL OF YOUR PRODUCTS ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.10FUTURE OF SOFTDRINK INDUSTRY IN INDIA ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.11MAJOR WEAKNESS OF COCA COLA MARKETING STRATEGY ?

1) YES

2) NO

3) DO NOT KNOW / CANNOT SAY

ANS.

Q.12HOW DOES OTHER COMPANY AFFECT THE PROSPECTS OF THE DOMESTIC PLAYERS IN THE INDIAN MARKET ?

1) HAVE REDUCED THE PROFIT MARGIN OF THE PLAYERS

2) HAVE MADE THE SOFTDRINK INDUSTRY MORE COMPETITIVE .

3) DO NOT HAVE SIGNIFICANT EFFECT ON THE EXISTING COMPANY IN SOFTDRINK INDUSTY

ANS.

REFERENCES

BOOKS

Marketing Management : Philip Kottler

Ramaswamy

Marketing Research : Bound, Stash & Others

Booklet of RED, COCA COLA INDIA

INTERNET

www.coca-cola.comwww.cocacolaindia.com

www.oligopoly.com

www.medianewsline.com

BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

Non-Carbonated

Cola

Non-Cola

Non-Cola

1.2 LTR

1 LTR

600ML

2 LTR

250ML

200ML

300ML

PACK

SODA

LIMCA

SPRITE

FANTA

THUMSUP

COKE

MAAZA

YES

YES

NO

YES

NO

NO

NO

YES

YES

YES

NO

YES

YES

YES

YES

YES

YES

YES

NO

NO

YES

NO

NO

YES

NO

YES

YES

YES

YES

YES

NO

YES

YES

YES

YES

NO

NO

NO

NO

NO

NO

YES

YES

YES

YES

1.2 LTR

1 LTR

600ML

2 LITRES

250ML

200ML

300ML

PACK

NO.OF BOTTLES IN A CASE

12

6

24

9

24

24

24

AOD

Mayank Arora

RTM

Alok Chandra

ASM

Manish kumar

Channel Manager

Punit Tandon

GSM

Deepak Rivari

RTM Executive

STL

Dheeraj Agarwal

Channel Executive

EMBED Excel.Chart.8 \s

PAGE 3

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