Coca Cola Report

A RESEARCH REPORT ON

“STUDY OF THE RED CONCEPT AND MARKET SHARE OF COCA COLA COMPANY IN

KANPUR CITY”

HINDUSTAN COCA-COLA MARKETING COMPANY PRIVATE LIMITED

Submitted in fulfillment for the award of Master of Business Administration(U.P. Technical University, Lucknow)

2008-2010

UNDER THE GUIDANCE OF

MR.GOURAV AGRAWALSALES TEAM LEADER

Submitted To: Submitted By

MR. VIVEK KR. SINGH AKHIL KUMAR M.B.A. II Year

http://www.sustainableisgood.com/photos/uncategorized/2007/06/06/coca_cola_logo.gif

http://www.aiet.ac.in/

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

AZAD INSTITUTE OF ENGINEERING AND TECHNOLOGY, LUCKNOW

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TABLE OF CONTENTS

Page No.

Preface 5 Acknowledgement 6

1. Executive summary 7

2. Profile of Coca-Cola India Limited 8

2.1 Core brands in India 12-16

2.2 Advertisement and Punch lines 17-18

2.3 Fabulous facts about Coca cola 19-20

2.4 History of Coca-Cola 21-24

2.5 Coca-Cola India – our Vision, Mission 26

2.6 Strategy Adopted coke 27

2.7 Marketing mix 28

2.8 Awards achieved by coca-cola 30

2.11 Carbonated Soft Drink in India. 33

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2.9 CSD in Indian Scenario. 35

2.10 Principals of Coca Cola in India. 36-37

3. Introduction to Project 39

3.1 Objective of study 39

3.2 Research Methodology 40

3.2 Sampling Area 41

4. Data sorting, Analysis & Interpretation 42-49

5. Brand Wise Market Share. 50-61

6. SWOT, Analysis. 62

5. Facts & Findings 63-65

6. Suggestion 66-67

6. Limitations of Study 68

7. Suggestions and Recommendations 69

8. Bibliography 70

9. Questionnaire 71-73

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PREFACE

Practical and Theory are the two aspects of Management education. The practical training

in the domain of management courses has received vital importance. It exposes to the

potential manager towards the actual work situation and gives a student rich insight into

what practically is going on inside the industries, infect it is the implementation of theory

into practices which is the life force of management.

Two months practical training is an obligatory requirement for the M.B.A. It was of great

advantage to receive practical training in Hindustan Coca-Cola Marketing Company

Pvt. Ltd. at Kanpur Branch office. The management of the company offered an excellent

learning situation.

There have been considerable changes in the technology, operation and structure of the

industry due to globalization, mergers, environmental issues and available fiber sources,

and new challenges being posed by the changing customer satisfaction levels and multiple

market requirements are forcing industry to adapt to new solutions.

I was assigned special Project: -

Analyzing the market share of COCA COLA soft drink Company in Kanpur city.

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ACKNOWLEDGEMENT

I take it a matter of great pleasure to submit my research “Analyzing the

market share of COCA COLA soft drink Company in Kanpur city” I am

highly indebted to Mr. Vivek Kr. Singh, Sr. Lecturer, Azad Instt. Of Engg.

And Technology,Lucknow for guiding me.

At last I am thankful to the library of the institution for providing me

necessary material & all those who helped me in completion of my project.

Thanks again to every body.

(AKHIL KUMAR)

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EXECUTIVE SUMMARY

Doing this project was a great experience. The Coca-Cola in India has set up an

independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S. $ each by

virtue of sellout decision of the passed managing director Shari. S.C.Agarwal.

Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was

there in India till 1977. In toady’s market the Coca-Cola hold a 65% market share that

appears to bear concentrated rush to beg a big share in the soft drink market.

Being a capital & biggest business center of India I choose the area of Kanpur to conduct

my study and to get lot of exposure & various opportunities to meet different kind of

customers. This project has been under taken to study the availability of complete range of

Coca-Cola products to retail outlets.

To conduct the detail study of my project, I worked for a distributor in Kanpur. During the

training period I covered the whole market of Kanpur and gathered the information from

retail outlets regarding the availability of whole range of Coca-Cola products. After getting

the information, I list out those retail outlets and getting the response regarding the various

promotional schemes of coke and other.

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INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there

in INDIA till 1977. In today’s market the Coca-Cola (Coke, Thumps Up, Sprite, Limca,

Fanta, Maza & etc) hold a 65% market share that appears to bear concentrated rush to beg

a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase in

its demand day by day. As far as INDIA soft drink market is concerned there are major

company’s engaged having a big completion to capture the soft drink market are namely

Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian

Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American

soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory

taste then Coke. Where as Coca-Cola major selling point was more drink for the same

price and Pepsi emphasized on advertising.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. During Second World War Pepsi & Coke both enjoyed increased sale. After the war Pepsi

sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the

Market share. A number of factory contributed to Pepsi problem were poor image, poor

taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation

for merchandising. He and his staff recognized that the main hope lay transforming Pepsi

From a cheap imitator of Coke into a class on soft drink manufacturer.

By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed

substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

In India another company engaged in soft drink market is Coca-Cola. It is one of the most

widely known, accepted and admired trademarks of the world. Coca-Cola was their in

India till 1977, when the Indian Government banned it due to strong resentment against

multinational company’s Coca-Cola was re-launched again in India in September 1993 at

“HATHRAS” near Agra. The India people welcomed the come back of their most loved

Cola in the country with great enthusiasm and vigor.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,

Gold Spot, Limca, Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic idea

behind the rapid growth of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone unturned, for

monopolizing the India Soft Drink market.

2. The basic ideology of these two giants is to promote soft drinks as a food item in

India hold.

3. The long hot summers in India have increased the consumption of soft drinks.

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COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as

a drinking product among Indians. The Coca-Cola in India has setup an independent

organizations which is H.C.C & B.C.C with a capital of 350 U.S. $ each by virtue of

sellout decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Naziabad took the complete possession of

this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,

looking after all its affairs under company owned bottling plant to establish integrated

marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This

plant has more sophisticated equipments, then the plant at Naziabad.

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http://www.monstermarketplace.com/Food/Landing3769a1213.html


CORE BRANDS:

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flowered drink made its U.S debut, using “Sprite Boy “as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the world’s most popular lemon-lime soft drink.

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Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when it was used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange drink we know today. It is now the trademark name for a line of flavored drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of diet coke (also called coca-cola light in some countries). Diet cokes quickly become the number – one selling low –calorie soft drink in the world.

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BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993.

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MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

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BRANDS WIH ITS LOGO

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - Its The Refreshing Thing To Do.

1942 - Its the Real Thing.

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - Its the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life.

1982 - Coke Is It.

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1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2001 - Jo Chaho Ho Jai Coca Cola Enjoy

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

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FACTS

The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial – Nagoya building in front of the Nagoya railway station. The sing is a double sphere constructed from more then 46 tone of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and stars.

1 One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles.

1. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in Cartersville, Georgia.

2. Coca-cola is one of the world’s most recognizable trademarks recognized in countries that account for 98 percent of the world’s population.

3. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to each person in the world. There would be 678 bottles or over 42 gallons for each person.

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4. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and end to end to from a lane highway, it would wrap around the earth 82 times.

5. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105 million gallons per second instead of water, the falls would flow for about a day and a half 38 hours and 46 minutes.

6. the largest representation of the world’s best known package 100 foot tall glass contour bottle is located at world of coca-cola LOS VEGAQS

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HISTORY

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–

legged brass kettle in his backyard. He first distributed the new product by carrying Coca-

Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design

or accident, carbonated water was teamed with the new syrup, producing a drink that was

proclaimed “Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name

and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide

today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red

has been a distinctive color associated with the No.1 soft drink brand ever since. For his

efforts,

Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta

chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.

He purchases it from the

Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped to

expand the consumption of Coca-Cola to over $25 million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and

his more than six decades of leadership took the business of commercial success making

Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy

merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. beverages. He responded to this demand began offering bottle Coca-Cola using syrup

shipped from Atlanta, during a hot summer in 1894.

HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up a holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India.

In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverage.

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The Coca-Cola Company

The Coca-Cola Company

Manufactures Concentrate

HCCBPLHCCBPL

Manufactures Finished Bottle/Can,Fountain Syrup

CustomerCustomer

Sells & Delivers

ConsumerConsumer


THE COCA-COLA PROMISE

The coca-cola companies exist to benefits and refresh every one it touches. The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders then we successfully nurture and protect our brand, particularly coca-cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business.

More then a billion times every day, thirsty people around the world reach for coca-cola products for refreshment. They deserve the highestQuality – every time. Our promise to deliver that quality is the most important promise we make. and it involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, the purchase of local good and services, and local business partnership. Always and every where , we pursue continuous innovation in the products we offer the processes we use to make them, the package we develop and the way we bring them to market .

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YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. With so mush

conflicting information available about health and nutrition, it can be very

difficult to determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A

healthy diet incorporates the basic principles of variety, balance and moderation

without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone

health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many

fruit juices

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COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly

profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.

accomplishes the mission by working with its business partners to deliver satisfaction and

values to its customers, through world wide system of superior brands and services, thus

increasing brand equity on a global basis, create consumer products, services and

communications, customer service and bottling strategies, process and tools in order to

create competitive advantage and deliver superior value.

Coca Cola’s Globalization Strategies

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The Coca Cola Company is global player and approximately 70 percent of its volume

and80 percent of its profit come from outside the United State 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 brands Coca-Cola, Sprite and Fanta were marketed globally.

In Latin American and Europe, where a heavy consumer preferred 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 Indonesia Coke had been selling pineapple and banana

flavored sodas which had been carefully developed to suit local preferences.

In Japan, Coca-Cola had added a coffee drink called Georgia and energy healthy drink

named Aquarius to its product line.

In India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in

1993.

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MARKETING MIX & STRATEGY:

Marketing mix of any organization consists of 4 P’s i.e. Product, price, place and

promotion having its own significance, that varies from one organization to the other. in

coca – cola the information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor

given in the table. Product strategy of the coca-cola is to promote all brands available in

the brand packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,

but as done for the different product of the company, company has priced the product same

as that of its major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located at

Gurgaon in Haryana . It governs the working of five zones covering whole India these

zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh

zone . These zones are divided in to various. Plant, which govern the area assigned to

them. The area is the various distribution centers called distributors and C&F agents. Then

come the retailers / customer for the company’s product,

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. They receive well from distributor and c&f agent. Finally consumer is there, having the

product from the consumer’s shops or delivered to their home, it is more clearly visible

through this chart. The coca-cola company, which gave its reach to the mouth of billion of

people all around the world having a wide distribution, network. In India, the pace and

Speed at which coca-cola has widened its business is really amazing. Distribution network

is the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in

the current situation in India . Looking at the competition and promotion and advertising

budget of both the companies coca-cola and Pepsi, one can easily estimate the importance

of this. The promotion mix of coca-cola is divided in to top line promotion and below the

line promotion.

Top line promotion includes the promotion designed and done by the company’s

corporate office of Gorgon and the office of Bombay T.V ads , design of banner , and

other p-s done by the company simultaneously all around India with no difference in

designs etc fall in this category . Below the line promotion includes the promotion

schemes, publicity material, POS display done by the company from zonal, plant, sale

manager and area sales manager level. At the sales manager and area sales manager level

the promotion done exclusively for the cities in their respective area and other POS

display.

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AWARDS

Hindustan Coca-Cola Beverages Private Limited,Dasna unit, bags the

“Golden Peacock Environment Management Award 2004”

The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious “Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)” for excellent environment practices and effective control of environmental impact.

The Dasna unit won this award in the Food & Beverage Industry category for its environment practices among hundreds of entries received from across the country. The annual award winner is decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a team of experts.

Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and enhance the environment and this simple belief guides us in everything that we do. We will continue to further improve our systems and are confident of making a significant positive impact on our environment in times to come.”

The award will be formally presented to the company shortly by Institute of Directors, an independent body that recognizes the achievements of manufacturing units under the categories of Environment, Quality and Corporate Governance, in association with World Environment Foundation (WEF), at an official function during the 6th World Congress on Environment Management.

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The Dasna plant achieved this distinction by adhering to The Coca-Cola Company’s internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers environment management, but also takes into consideration other business aspects such as safety and loss Prevention (SLP), product quality, packaging quality, process capability improvement and customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the internationally reputed ISO 14001 System, has also enabled all the company-owned bottling plants in the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plant’s compliance with a WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004 during which several environmental performance indicators were monitored and evaluated according to WEF’s stringent parameters: energy use, water use, wastewater discharge, compliance with Government regulations and resource utilization.

GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. The award is given both in manufacturing and service sectors.

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All India Division COBO’s are now ISO 14001 certified

All 25 of the India Division’s Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate.

.The ISO 14001 certificate is the internationally recognized standard of Environmental Management.

A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February

CARBONATED SOFT DRINK (CSD) INDUSTRY

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Industry Structure:-

There are three major participants in the production-carbonated soft drinks.

They are concentrate producers for example roughly one – half if Pepsi – cola’s sale are through company owned bottles ; the remaining volume is sold through franchises bottles line of soft drink in a defined territory , and not allowed to market to market a directly competitive major brand.

The principal retail channel for channels for carbonate soft drink are

supermarkets, convenience store, vending machines fountain service, and

thousand of small outlet. Soft drinks are typically sold in glass bottle and in

plastic and cans except for fountain services.

In fountain service syrup is sold to a retail outlet. Which mixes the syrup with

carbonated water for immediate sales.

ADVERTISEMENT AGENCY:

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In the year 1991, coca-cola went for more creative advertisements and split

the $ 200million ad account between Mr.CAAN ERICKSON and CREATIVE

ARTIST AGENCY (CAA) presently howler. Chaitra leo burnett handles the

coke’s account.

India scenario : managing the ad account earlier with a very creative desirer

ting, McCann Erickson managing the to bring out the coca-cola ad watchers

with an Annus Indies” description for the year 1988 – the year that the Atlanta

brand started moving on the thesis that…………. In the once thunder struck

and then choice arm’s reach.

Or getting wall to look red but also about getting the brand’s massage right

through the cortex onto the mind the young India mind.}

SOFT DRINK MARKET INDIA SCENARIO

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. India soft drink industry is witnessing a boom time. Its growth rate is

around 20% with which such growth rate, volume could reach billion crates with in 10

years. Three major multinational companies are fighting to grab a major chunk of business

from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have

seen an enormous potential in this country. Consequently, by world standard, Indian per

capita consumption of soft drinks is still very low.

There fore these soft drinks grants feel that fire capita consumption can only grow up.

Soft drink industries has already seen and estimated sale of around 240 million crates

higher then last year’s sale of 204 million in 1998. The Main reason for such a high growth

rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is

for behind.

India is actually more vivid in taste and preference then any other country

market. Delhi jar instance, account for about 20% of total soft consumption in term of

sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers are

increasing day to day. This actually means that there is just one soft drink retailer on a

population of 37,600, which is far below the international standard. Where as Philippines

has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlets on a

population of 60 million.

PRINCIPLES OF COCA-COLA INDIA

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. 1. We will conduct ourselves and business activates with the highest standard of

honestly integrity, and professionalism.

2. We will recognize the positive contributions that we make individual and team

member to produce our business success.

3. We will recognize the positives contribution that we makes individual and term

member to produce our business success.

4. We will encourage a learning environment where the people can constantly grow

developed and contribute.

5. We will strive for excellence and seek continue improvement in everything we do.

6. We will respect the entire stake holder, including employees and suppliers and instill

them with a person to deliver the highest employees and suppliers and instill them

with a passion to deliver the highest quality good and services.

POLICY

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our

every action. We relentlessly strive to exceed the world's ever-changing expectations

because keeping our Quality promise in the marketplace is our highest business objective

and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because

Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

STRATEGY ADOPTED BY COCA-COLA TO INCREASE

THE NUMBER OF CONSUMERS

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. The 4 A's is the underlying strategy for meeting company goals to increase no. of

consumers. The 4 A's are: -

Availability: To increase the availability of Coca-Cola products in an improved or innovative new Packaging, dispensing systems, distribution systems, marketing programs and training and development programs.

Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.

Acceptability Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste and preferences of the target audience. Acceptability can also be increased through advertising, sponsorships, promotions; youth market activities, community programs and other activities.

Activation: This refers to display and activate all marketing elements in the shop

what ever company has given to the out let,s owner.

OBJECTIVES OF STUDY

OBJECTIVE OF STUDY

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. 1. To check out the availability of several promotional scheme of coca-cola for the

dealers.

2. To find out the retailers response regarding the various promotion schemes of

Coca-Cola and to judge to judge its impact on retailers.

3. To make an overall assessment of specified market to provide a better

promotional scheme for the dealers.

4. To draw a comparative analysis of promotional schemes.

RESEARCH METHODOLOGY

Problem Definition: -Identification of those retailers who are not satisfied with promotional schemes of Coca-Cola’s

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Sources of Data: - Primary, The study was conducted with the help of specified format of the company. All the comparison was made wholly depending on information gathered first hand.

Research Instruments: -Observation and asking questions according to the provided format for the retailers.

Primary Data: Collected materials from direct market place.

Collected data from surveySecondary Data: Data’s collected from net and from old report

Sample Area: -

To conduct the study of my project, marketing department of Coca-Cola gave me a

region of South Delhi. Under the guidance of distributor I covered following areas.

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TOTAL – 500, OUTLETS,

DATA ANALYSIS AND INTERPRETATION

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KANPUR

CITY

G.T. ROAD

K.D.A.GADERIANPURWA

DEFENCE COLONY GUMTI

LAL BANGAL

AJAJMAUN

RAMA DEVI


SOFT DRINK PACKS AVAILABLE IN

MARKET

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NUMERIC AVAILABILITY OF ALL PACKS

5000

4000

1000

700

2000

1500

3000

1700

150012500

99002000

COCACOLA

PEPSI

200ML 250ML 300ML 600ML 2000ML TOTAL

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NUMERIC AVAILABILITY OF ALL PACKS IN %

ANALYSIS:-

Total numeric availability of Coca Cola company % is-100%Total numeric availability of Pepsi Company % is- 99%

INFERENCE:-

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40% 40%

8% 7%16% 15%

24%7%12%

20%

100%92%

0%20%40%60%

80%100%120%

COKE PEPSI

Series1

Series2

Series3

Series4

Series5

Series6

Hindustan Coca-Cola Marketing Co. Pvt. Ltd. From the study it is clear that Coca Cola India has the greater numeric availability when compared to its archrival Pepsi Co.

MARKET SHARE OF 200ML PACKES:

Name of The Company % of Market ShareCoca Cola 60

Pepsi 40

60

40

0 20 40 60 80

C

P

Series1

ANALYSIS:-

Coke has 60 % of the market share in 200ml pack.Pepsi has 40 %of the market share in 200ml pack.

INFERENCE:-From the study it is clear that Coca Cola is the market leader in 200 ml pack with near about doubled market share.

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MARKET SHARE OF 250ML PACK:-

Name of The Company % of Market ShareCoca Cola 60%

Pepsi 40%TOTAL 100%

60

40

0

10

20

30

40

50

60

% OF MARKET SHARE

Coca Cola Pepsi

NAME OF COMPANY

MARKET SHARE OF 250 ML PACK

ANALYSIS:-

Coke has 60 % of the market share in 250ml pack.Pepsi has 40 % of the market share in 250ml pack.

INFERENCE:-

From the study it is clear that Pepsi is having greater market share in 250 ml pack.

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MARKET SHARE OF 300ML PACKS:-

Name of The Company

% of Market Share

Coca Cola 65%

Pepsi 35%

65%

35%

Coca Cola Pepsi

ANALYSIS:-

Coke has 65% of the market share in 300ml pack.Pepsi has 35% of the market share in 300ml pack.

INFERENCE:-

It is clear from the study that Coca Cola is leading in the market share of 300 ml packs.

(47)


MARKET SHARE OF 600 ML PACK:-


Pepsi 40%

60%40%

0%20%40%60%

% OF MARKET SHARE

Coca ColaPepsi

NAME OF COMPANY

MARKET SHARE OF 600 ML PAKE

ANALYSIS:-

Coke captures 60% of the market share in 500ml pack.Pepsi captures 40% of the market share in 500ml pack.

INFERENCE:-

From the study it is clear that Coca Cola India captured the major part of market in 500 ml pack.

(48)


MARKET SHARE OF 2000 ML PACK


Pepsi 55%

ANALYSIS:-

Coke captures 45 % of the market share in 2000ml pack.Pepsi capture 55 % of the market share in 2000ml pack.

INFERENCE:-

From the study it is clear that Pepsi is leading in market of 2000 ml pack.

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MARKET ANALYSIS OF 2000 ML PACK

Pepsi55%

CocaCola45%

Coca Cola

Pepsi


BRAND WISE MARKET SHARE

MARKET SHARE OF COLA SEGMENTIN %

PEPSICO COCA COLA

PEPSI COKE THUMS UP

10 15 75

1015

75

020406080

VALUE

PEPSI COKE THUMSUP

BRAND NAME

MARKET SHARE OF COLA SEGMENT

ANALYSIS:-

90 % of the segment belongs to Coke & Thums up, which is manufactured by Coca Cola India.10 % of the segment belongs to Pepsi Cola, Which is manufactured by Pepsi Co.

INFERENCE:-

From the study it is clear that major market share in Cola segment belongs to Coca Cola India. Which include market share of Coke with 90 % and thums up with 10 %.

(50)


MARKET SHARE OF ORENGE SEGMENT IN %:-

PEPSICO COCA COLAMIRINDA FANTA

57% 43%

MARKET SHARE OF ORANGE SEGMENT

57%

43%

PEPSICO MIRINDA COCA COLA FANTA

ANALYSIS:-Mirinda has 57 % market share.Fanta has 43 % market share.

INFERENCE:-

It is clear by the study that Pepsi Co manufactured drink MIRINDA is the market leader in orange segment of soft drink with a market share of 57 % when compared to FANTA, Which have 43 % of market share.

(51)


MARKET SHARE OF CLOUDY LEMON SEGMENT

PEPSICO COCA COLAMIRINDA LIMCA

10 90

MARKET SHARE OF CLOUDY LEMON

48%52%

PEPSICO MIRINDA COCA COLA LIMCA

ANALYSIS:-Limca has market share 90 % of market share.Mirinda Lime has 10 % of market share.

INFERENCE:-From the study it is clear that Cola India is market leader in the cloudy lemon segment with 90 % when compared to 10% market share of its competitors.

(52)


SHARE OF CLEAR LEMON SEGMENT:-

COCA COLA PEPSICOSPRITE MOUNTAIN DEW 7UP

40 50 10

SHARE OF CLEAR LEMON SEGMENT

40%

50%

10%

SPRITE MOUNTAIN DEW 7UP

ANALYSIS:-

60 % Market share is belongs to 7up & Mountain Dew.40 % Market share is belongs to Sprite.

INFERENCE:-

It is clear from that the study that Pepsi co. has major market share in clear lemon market

segment with 100 % which include the market share of 7Up with 10 % & Mountain Dew

with 50 % when compared to sprite which is manufactured by Coca Cola India and has 40

% of the market share.

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MARKET SHARE OF NCSD BRAND (MANGO FLAVOR):-

COCA COLA PEPSI

MAAZA SLICE

60% 40%

ANALYSIS:-

40 % Market share belongs to Slice.

60 % market share belongs to Maaza

INFERENCE:-From the study it is clear that---

NCSD brand of Coca Cola India MAAZA is leading in the market.

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60

40

0

20

40

60

MAAZA SLICE

Mango Flavor


OVER ALL CSD MARKET SHARE IN KANPUR CITY

NAME OF THE COMPANY

COCA COLA INDIA PEPSI CO.

No. of the crates 25000, 17000 % of market share 70% 30%

ANALYSIS:-

65% of the overall market share in CSD Belongs to CocaCola India.

35% of the overall market share in CSD Belongs to Pepsi Co.

INFERENCE:-

From the study it is clear that Coca Cola India has the major market share with 65% when

compared to Pepsi Co. which has 35% market share.

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INDIVIDUAL PACK CONTRIBUTION IN COCA-COLA

MARKET SHARE

BRANDS % CONTRIBUTION

THUMS UP 45%

COKE 3%

SPRITE 25%

LIMCA 10%

FANTA 10%

MAAZA 7%

TOTAL 100%

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0% 20% 40% 60% 80%100%

VALUE

1

4

7

BR

AN

DS

MARKET SHARE


ANALYSIS:-

Contribution of Thums up in over all market share of Coca–Cola India is 45 %

Indian market.

Contribution of Coke in over all market share of Coca Cola India is 3 %.

Contribution of Sprite in over all market share of Coca-Cola India is the 25 %

of market.

Contribution of Limca in over all market share of Coca-Cola India is 10%.

Contribution of Fanta in over all market share of Coca Cola India is 10%.

Contribution of Maaza in over all market share of Coca Cola India is 100%.

INFERENCE:-

Thums Up leads the over all brand contribution in the market share of Coca Cola India

followed by Coke.

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COKE INDIVIDUAL PACK CONTRIBUTION IN

MARKET SHARE

PACKS % CONTRIBUTION

200ML 45

250ML 5

300ML 20

600ML 20

2000ML 10

TOTAL 100

PACKS

45%

5%20% 20%

10%

100%

0%

20%

40%

60%

80%

100%

120%

1 2 3 4 5 6

PACKS

(58)


ANALYSIS:-

Contribution of 200 ml pack in over all market share of Coca Cola India is 45 %.




Contribution of 2000 ml pack in over all market share of Coca Cola India is 10

%.

INFERENCE:-

RGB (returnable glass bottle) i.e. 200 ml , 300 & 600 ml packs are the major sources of

contribution in overall market share of Coca- Cola India.

(59)


MARKET SHARE BETWEEN DEW AND SPRITE IN %

COKE SPRITE 45%

PEPSI DEW 55%

MARKET SHARE BETWEEN DEW A & SPRITE

45% 55%

SPRITE DEW

ANALYSIS:-

Dew has 55% of total market share.

Sprite has 45% of total market share.

INFERENCE:-

In present market scenario dew is in deter condition in comparison of sprite.

(60)


PET & RGB RATIO OF COKE IN %

COCA PET 30%

COLA RGB 70%

RATIO PET & RGB

70%

30%0%

20%

40%

60%

80%

RGB PETPACK

SH

AR

E IN

M

AR

KE

T

Series1

ANALYSIS:-

In the market RGB 70% & pet is 30%.

INFERENCE:-

From the analysis we found that RGB is covering 70% of total coke market and PET is covering 30% of market.

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SWOT ANALYSIS:-

STRENGTH:

Good market penetration.

Motivated channel partner.

Well defined routes.

WEAKNESS:

All brands were not available in at least 80% shops.

Complaint handling was not up to mark.

Supply in certain area is very irregular and also route agents are not covering full

routes( Gumti, Gadereinpurwa.)

Poor signage and display is making the routes week for the sale of Pepsi.

Interpersonal relationship with the company officials and the route agent is not

satisfactory.

OPPORTUNITY:

It is observed that in some newly establishing areas many new outlets are opening , Pepsi

needs to concentrate on these new outlets and can gradually increase its sale in these area.

Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix

only by luring them good and efficient supply, glow sign and cooling equipments.

THREATES:

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. Coke is the only nearest competitor and it is catching up in the market penetration through

price skimming and other promotional scheme.

FACTS

1. Coca Cola India has the greater numeric availability has

compare to its archrival Pepsi co.

2. Coca Cola India is the market leader to 200 ml pack with near

about double market share.

3. Coca Cola India has greater market share in the 250 ml pack.

4. Coca Cola India is leading in the market share of 300 ml pack.

5. Coca Cola India captures major part of market share.

6. Pepsi Co. is leading in market of 2000 ml pack.

7. Pepsi Co. is market leader in orange segment.

8. Pepsi Co. has the major market share in clear lemon market

segment.

9. Coca Cola India is the market leader in the cloudy lemon

segment.

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10. Pepsi C. has better market share in NCSD brand than

Coca Cola India.

11. Coca Cola India has the major market share when compared to

Pepsi Co.

12. Major market share in cola segment belongs to Coca Cola

India.

13. Thums up leads the overall brand contribution 9in market

share of Coca Cola India followed by Coke.

14. Returnable Glass Bottle (RGB) i.e. 200 ml, 300 ml & 600

ml packs are the major sources of contribution on overall

market share of Coca Cola India.

(64)


FINDINGS

Following are the findings of the survey, which I observed during the survey:

According to analysis Salesman informed more about the promotional

schemes as compared to other.

Cash is more demanding item in market by outlets as because it gives

them a financial support to their business.

The outlets join the schemes to motivate themselves by getting high prize

by company.

Coke ahs better condition in comparison of Pepsi in CAD & NCSD both case.

(65)


SUGGESIONS

1. Coca Cola India should concentrate on the sales of the 600 ml & 2000 ml packs.

2. The company can take better promotional measures to lead in NCSD segments.

3. Coca Cola India must try to improve its market share in clear lemon & orange

segment.

4. Coca Cola India should launch sales promotional activities with Sprite against

Mountain Dew to capture full market share.

5. It is suggested to have Customer Care Manager for market penetration of Coca Cola

India.

6. It is suggested to have different sales promotion tools at different routs.

7. Coca Cola India should provide promotional scheme to its primary customers.

8. Coca Cola India should take some action to stop falls commitment to primary

customers as it is tarnishing the image of company.

(66)


INTERPRETATION

Many retailers joined the schemes to get something back from the coke.

This provides to be a motivating factor for them.

Coke Co. ahs launched a display scheme to SPRITE to enhance the

market share of it against DEW in Kanpur City.

As the figures say that short terms schemes for 6 month gives more time

to outlet to achieve their target.

(67)


LIMITATIONS OF STUDY

1. Retailers are reluctant to discuss the problems in detail and are not willing to

provide the exact

2. information of each brand and sizes to the researcher.

3. The no. of outlet sample was less to draw any conclusion of channel wise sales.

4. The time period of study is just 8 weeks, under such constraints the study cannot

be undertaken comprehensively.

5. Geographically area of Delhi was a big one and outlet were locationally scattered

in the nature. Thus was a difficult thing to cover even a single route in a day.

6. It being a dynamic market, where competition is cut throat, even outlet change

their response very frequently, thus at a time are biased.

(68)


SUGGESTIONS AND RECOMMENDATIONS

These are the following suggestions, which I recommend to the distributor.

Launching schemes which should act as counter attack schemes for

competitors

In order to raise the sales and compete he market the distributor should

give some extra scheme to its retailers.

New frequently scheme should be launched.

In short-term scheme for 6 month should be launched in comparison to

other brand.

(69)


BIBLIOGRAPHY

The Basics of Coca-Cola: -

Publisher: Coca-Cola Company

Books: -

(1) Author Name - G.C.Beri

Book Title - Marketing Research

Publisher - Tata Mc-Graw Hill

Pages of Citation - 41, 92, 162, 339

(2) Author Name - Philip Kotler

Book Title - marketing Management

Publisher - Tata Mc-Grew Hill

SITES:

www.google.com

www.coca-colaindia.com

www.thecoca-colaindia.com

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http://www.thecoca-colaindia.com/

http://WWW.Coca-colaindia.com/

http://www.google.com/


QUESTIONNARE:

Name of outlet:-

Contact person:

Address:-

1. Type of Channel:-

(a) Eat & Drink (b) Grocery (c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet :-

(A) Pepsi Coca-Cola

(a) Empty (i) (i)

(b)Vision/Oya (ii) (ii)

(c) Ice box (iii) (iii)

(d) Signage (iv) (iv)

3. Pack availability of a daily average sale:-

(B) Packs Pepsi Coca-Cola

(a) 200ml (i) (i)

(b) 300ml (ii) (ii)

(c) 500ml (iii) (iii)

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. (D) 2000ml (IV) (IV)

(E) Aquafina/Kinley (v) (v)

5. Types of Status:

6. Retailer satisfaction equipment:

(i) Which company provides better scheme (V.C\O.Y.A)?

(a) Pepsi (b) Coke (c) Both (d) None

7. Retailer satisfaction scheme:

(iii) Which company provides better option for marketing scheme?

(a) Pepsi (b) Coke (c) Both (d) non

8. Regular satisfaction relationship:

(iii) Which company officer provides better solutions?

(a) Pepsi (b) Coke (c) Both (d) None

9. Problem (if any):

10. Suggestion (if any):

1, REGARDING OUTLETS

A- OUTLET ADDRESS:

B- CONTACT NO:-

C- STATUS (a) Share (b) Monopoly

D- LEADING BRAND (a)Thums up (b) Coke (c) Sprite (d) Limca (e) Fx (f) Maaza

E- LEADING PACK IN M.L.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd. (a) 200 (b) 250 (c) 300 (d) 600 (e) 2000

F- OUTLET CATEGORY

(a) E & D (b) CON (c) GROSSERY

G- OUTLET CHANNEL (A)-BRONZE (B)-SILVER (C) GOLD (D) DIMOND

2, INCOME GROUP

LEVELS (A) HIGH (B) MEDDLE LEVEL (C) HIGH LEVEL

11. FILLING STATUS (A) COKE (B) PEPSI.

12. EMPTY STATUS (A) COKE (B) PEPSI.

13. STOKE PET 600\2000ml BOTTEL (A) COKE (B) PEPSI.

14. SGA STATUS VCC/CC IN

(A) COKE (B) PEPSI.

15. SALES PER DAY (A) COKE (B) PEPSI.

16. VOLUME 2006\2007 IN COKE

17. RATIO BETWEEN (A)DEW (B) SPRITE

RETAILOR ‘S SIGNATURE

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Coca Cola Report

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