Cocacola Project Report

8/4/2019 Cocacola Project Report

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UTTRAKHAND TECHNICAL UNIVERSITY

BONAFIDE CERTIFICATE

Certified that this project report MARKETING STRATEGY AND

INPLEMENTATION OF JUICE SEGMENT IN THE SYSTEM OF COCA

COLA COMPANY

is the bonafide work of ASHUTOSH PANDEY

who carried out the project work under my supervision.

SIGNATURE SIGNATURE

HEAD OF THE DEPARTMENT SUPERVISOR


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MARKETING STRATEGY AND INPLEMENTATION OF JUICE

SEGMENT IN THE SYSTEM OF COCA COLA COMPANY

A PROJECT REPORT

Submitted by

ASHUTOSH PANDEY

An partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

in

MARKETING

DOON BUSINESS SCHOOL,DEHARDUN

UTTRAKHAND TECHNICAL UNIVERSITY:: DEHRADUN

AUGUST 2011


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ACKNOWLEDGEMENT

I am grateful to MR.AJAY SINGH of Coca-Cola Limited (ADVANCE SALES ANDSERVICES Pvt. Ltd.), for providing me an opportunity to work as a

management trainee and helping me to learn about the market products and

consumer perception about JUICE products of Coca-Cola.

I am sincerely thankful to Mr. Lalit Saxena (Area Sales Manager) under their

guidance I have successfully completed this project. I thank them for their

consent, encouragement, and warm response and for filling every gap with

valuable ideas that has made this project successful.

My heartfelt gratitude also goes out to the staff and employees at AdvanceSales and Services Pvt. Ltd. for having co-operated with me and guided me

throughout the two months of my internship period.

I am also grateful to my faculty guide at DOON BUSINESSS SCHOOL

University,DEHRADUN i.e. MR.SOHAN RAWAT for her regular guidance,

support and encouragement throughout my project work

ASHUTOSH PANDEY


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DECLARATION

I m ASHUTOSH PANDEY, Roll no. 10360500020, a student of MBAII semester

from INSTITUTE OF DOON BUSINESS SCHOOL (DBS), DEHRADUN hereby

declares that I have successfully completed my summer trainingproject report on

MARKETING STRATEGY AND IMPLEMENTATION OF JUICE SEGMENT IN THE

SYSTEM IN COCA COLA

IN THE MARKET COCACOLA from ADVANCE SALES & SERVICESPVT. LTD., LUCKNOW. I hereby declare that all the informationprovided in this project report are true to the fullest of myknowledge and it bear no resemblance to any other writtenmaterial whatsoever.In the event of any information provided inthis report being found incorrect or misleading, I shall be liable toany outcome at any at any given day.

Place: LUCKNOW

Date:


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TABLE OF CONTENTS

PART IPAGE

Presidents ProfileIntroduction about the Company

A Brief Insight-The Beverage Industry in India

The Coca-Cola company

History of company

COCA COLA COMPANY IN LUCKNOW

PART II

1. Introduction to the topic

2. Objectives of Research

3. LITERATURE REVIEW

4 Research methodology

5 Data COLLECTION

6 JUICE SEGMENT

7. MISSION_VISION

8. Bibliography

10.QUESTIONAIRE


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INTRODUCTION

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer

and distributor of non-alcoholic beverage concentrates and syrups,used to produce nearly 400 beverage brands. It sells beverageconcentrates and syrups to bottling and canning operators,distributors, fountain retailers and fountain wholesalers. TheCompanys beverage products comprises of bottled and cannedsoft drinks as well as concentrates, syrups and not-ready-to-drinkpowder products. In addition to this, it also produces and marketssports drinks, tea and coffee. The Coca-Cola Company beganbuilding its global network in the 1920s. Now operating in more

than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a globalscale: Provide a moment of refreshment for a small amount ofmoney- a billion times a day. The Coca-Cola Company and itsnetwork of bottlers comprise the most sophisticated and pervasiveproduction and distribution system in the world. More thananything, that system is dedicated to people working long andhard to sell the products manufactured by the Company. Thisunique worldwide system has made The Coca-Cola Company the

worlds premier soft-drink enterprise. From Boston to Beijing, fromMontreal to Moscow, Coca-Cola, more than any other consumer

product, has brought pleasure to thirsty consumers around theglobe. For more than 115 years, Coca-Cola has created a specialmoment of pleasure for hundreds of millions of people everyday.At Coca-Cola, we have a long stable belief that everyone whotouches our business should benefit. Coca-Cola in India providesextensive support for community programmers across thecountry, with a focus on education, health & rain water harvesting.

All key priorities of the Indian government has recognized theCompanys efforts with several awards.


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Education: Coca-Cola in India is supporting community basedprimary education projects set up to provide educationalopportunities to marginalized children in slum & villages. Tilltoday, the project have benefited 50 schools, thousands of

students, over 500,000 villagers & over10,000 slum dwellers, aswell as several villages near bottling plants.

Environment:Coca-Cola in India is supporting community basedrainwater harvesting projects in rural & urban areas to helprestore water level & promote community education in way toconserve natural resources. These initiatives have benefited over10,000 Delhi residents, as well as local community members, bothin areas surrounding Coca-Cola bottling plants & elsewhere.

Healthcare: Coca-Cola in India is partnering with NGOs as well asSt.Johns Ambulance Brigade (Red Cross) to provide free medicalfacilities & information to poor people who cannot afford to visithospital facilities. These efforts are helping tens of thousands ofunderprivileged people in seven states in India, as well as severalvillages near bottling plants.

The company has also supported a range of other nationalinitiatives, such as a major Polio eradication drive & drought reliefprogrammers, in addition to support towards the National CricketChampion for blinds & National Athletics meetings for thephysically challenge


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A BRIEF INSIGHT: THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as ConsumerPackaged Goods (CPG) is products that have a quick turnover andrelatively low cost. Consumers generally put less thought into thepurchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes throughthe 1990s. Many players had been facing severe problems onaccount of increased competition from small and regional playersand from slow growth across its various product categories. As aresult, most of the companies were forced to revamp theirproduct, marketing, distribution and customer service strategies tostrengthen their position in the market.

By the turn of the 20th century, the face of the Indian FMCGindustry had changed significantly. With the liberalization andgrowth of the Indian economy, the Indian customer witnessed an

increasing exposure to new domestic and foreign productsthrough different media, such as television and the Internet. Apartfrom this, social changes such as increase in the number ofnuclear families and the growing number of working couplesresulting in increased spending power also contributed to theincrease in the Indian consumers' personal consumption.

The realization of the customer's growing awareness and theneed to meet changing requirements and preferences on accountof changing lifestyles required the FMCG producing companies toformulate customer-centric strategies. These changes had apositive impact, leading to the rapid growth in the FMCG industry.Increased availability of retail space, rapid urbanization, and


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qualified manpower also boosted the growth of the organizedretailing sector.

HUL led the way in revolutionizing the product, market,distribution and service formats of the FMCG industry by focusingon rural markets, direct distribution, creating new product,distribution and service formats. The FMCG sector also received aboost by government led initiatives in the 2003 budget such asthe setting up of excise free zones in various parts of the countrythat witnessed firms moving away from outsourcing tomanufacturing by investing in the zones.

Though the absolute profit made on FMCG products is relativelysmall, they generally sell in large numbers and so the cumulative

profit on such products can be large. Unlike some industries, suchas automobiles, computers, and airlines, FMCG does not sufferfrom mass layoffs every time the economy starts to dip. A personmay put off buying a car but he will not put off having his dinner.

Unlike other economy sectors, FMCG share float in a steadymanner irrespective of global market dip, because they generallysatisfy rather fundamental, as opposed to luxurious needs. At theSouth Indian region. It is predicted that in the year 2010, theFMCG sector will be worth Rs.143000 crores. The sector being oneof the biggest sectors of the Indian Economy provides up to 4million jobs.

The FMCG sector consists of the following categories:

Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics andToiletries, Deodorants and Perfumes, Paper products (Tissues,Diapers, Sanitary products) and Shoe care; the major playersbeing; Hindustan Lever Limited, Godrej Soaps, Colgate, Marico,Dabur and Procter & Gamble.

Household Care- Fabric wash (Laundry soaps and syntheticdetergents), Household cleaners (Dish/Utensil/Floor/Toiletcleaners), Air fresheners, Insecticides and Mosquito repellants,Metal polish and Furniture polish; the major players being;Hindustan Lever Limited, Nirma and Ricket Colman.

Branded and Packaged foods and beverages- Health beverages,Soft drinks, Staples/Cereals, Bakery products (Biscuits, Breads,


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Cakes), Snack foods, Chocolates, Ice-creams, Tea, Coffee,Processed fruits, Processed vegetables, Processed meat.

Branded flour, Bottled water, Branded rice, Branded sugar, Juices;the major players being; Hindustan Unilever Limited, Nestle, Coca-Cola, Cadbury, Pepsi and Dabur

Spirits and Tobacco; the major players being; ITC, Godfrey, Philipsand UB

THE COCA-COLA COMPANY

In May 1886, CocaCola was invented by Dr. John Pembertona pharmacist from Atlanta Georgia. John Pemberton concoctedthe Coca Cola formula in a three legged brass kettle in hisbackyard. The name was suggestion given John Pembertons

bookkeeper Frank Robinson.Being a bookkeeper Frank Robinsonalso had excellent penmanship it was he who first Coca ColaInto the flowing letters this has become the famous logo oftoday. The soft drinks were first sold to the public at the sodafountain in Jacobs Pharmacy in Atlanta on May 8, 1886. Aboutnine servings of the soft drink were each day. Sales for that firstyear added up to total of $ 50. The funny thing was that it cost

John Pemberton over $ 70 in expenses, so the first Year of saleswas loss. Until 1905, the soft drinks, marked as a tonic contained

extracts to cocaine as Well as the caffeine- rich kola nut.By thelate 1890s, Coca Cola was one of Americas most popularfountain drinks. With another Atlanta pharmacist, Asa GriggsCandler, at the helm, the Coca Cola Company increased syrup


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sales by over 400 % between 1890 and 1900.Advertising was animportant factor inPemberton and Candlers success & by the turnof the century, the drink was sold across the United States andCanada. Around same time, the company began selling syrup to

independent bottling companies licensed to sell the drink. Eventoday, the US soft drink industry is organized on this principle.Untilthe 1960s both small town & big city dwellers enjoyed carbonatedbeverages at the local soda fountain or ice cream saloon. Oftenhoused in the drug store, the soda fountain counter served as ameeting place for people for all ages. Often combined with lunchcounters, the soda fountain declined in popularity as commercialice cream, bottled soft drinks, & fast food restaurant came to thefore.

Headache Remedy :

On May of 1886 Dr.Pemberton concocted caramel-colored syrup ina three-legged brass kettle in his backyard. He first "distributed"the new product by carrying Coca-Cola in a jug down the street to

Jacobs Pharmacy. For five cents, consumers could enjoy a glass ofCoca-Cola at the soda fountain. Whether by design or accident,carbonated water was teamed with the new syrup, producing adrink that was proclaimed "Delicious and Refreshing." Dr.

Pemberton's partner and bookkeeper, Frank M. Robinson, createdthe name.

YEAR WISE HISTORY OF BOTTLINGYear 1894: A modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the newfountain beverage called Coca-Cola impressed the store's owner,

Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using acommon glass bottle called a Hutchinson. Biedenharn sent a caseto Asa Griggs Candler, who owned the Company. Candler thankedhim but took no action. One of his nephews already had urged that

Coca-Cola be bottled, but Candler focused on fountain sales.

Year 1899: The first bottling agreement


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Two young attorneys from Chattanooga, Tennessee believed theycould build a business around bottling Coca-Cola. In a meetingwith Candler, Benjamin F. Thomas and Joseph B. Whiteheadobtained exclusive rights to bottle Coca-Cola across most of the

United States for a sum of one dollar. A third Chattanooga lawyer,John T. Lupton, soon joined their venture.

Years 1900-1909: Rapid growth

The three pioneer bottlers divided the country into territories andsold bottling rights to local entrepreneurs. Their efforts wereboosted by major progress in bottling technology, which improvedefficiency and product quality. By 1909, nearly 400 Coca-Colabottling plants were operating, most of them family-owned

businesses. Some were open only during hot-weather monthswhen demand was high.

Year 1916: Birth of the Contour Bottle

Bottlers worried that Coca-Cola's straight-sided bottle was easilyconfused with imitators. A group representing the Company andbottlers asked glass manufacturers to offer ideas for a distinctivebottle. A design from the Root Glass Company of Terre Haute,Indiana won enthusiastic approval. The Contour Bottle became

one of the few packages ever granted trademark status by theU.S. Patent Office. Today, it is one of the most recognized icons inthe world.

In the 1920s: Bottling overtakes fountain sales

As the 1920s dawned; more than 1,000 Coca-Cola bottlers wereoperating in the U.S. Their ideas and zeal fueled steady growth.Six-bottle cartons were a huge hit starting in 1923. A few yearslater, open-top metal coolers became the forerunners of

automated vending machines. By the end of the 1920s, bottlesales of Coca-Cola exceeded fountain sales.

In the 1920s and 1930s: International expansion

Led by Robert W. Woodruff, chief executive officer and chairmanof the Board, the Company began a major push to establishbottling operations outside the U.S. Plants were opened in France,Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. Bythe time World War II began, Coca-Cola was being bottled in 44

countries.

In the 1940s: Post-war growth


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During the war, 64 bottling plants were set up around the world tosupply the troops. This followed an urgent request for bottlingequipment and materials from General Eisenhower's base in NorthAfrica. Many of these war-time plants were later converted to

civilian use, permanently enlarging the bottling system andaccelerating the growth of the Company's worldwide business.

In the 1950s: Packaging innovations

For the first time, consumers had choices of Coca-Cola packagesize and type-the traditional 6.5 ounce Contour Bottle, or largerservings including 10, 12 and 26 ounce versions. Cans were alsointroduced, becoming generally available in 1960.

In the 1960s: Introduction of new brandsSprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s.Mr. Pibb and Mello Yello were added in the 1970s. The 1980sbrought diet Coke and Cherry Coke, followed by PowerAde andFruitopia in the 1990s. Today scores of other brands are offered tomeet consumer preferences in local markets around the world.

In the 1970s and 1980s: Consolidation to serve customers

Advancement in technology led to global economy, retail

customers of The Coca-Cola Company merged and evolved intointernational mega chains. Such customers required a newapproach. In response, many small and medium-size bottlersconsolidated to better serve giant international customers. TheCompany encouraged and invested in a number of bottlerconsolidations to assure that its largest bottling partners wouldhave capacity to lead the system in working with global retailers.

In the 1990s: New and growing markets

Political and economic changes opened vast markets that wereclosed or underdeveloped for decades. After the fall of the BerlinWall, the Company invested heavily to build plants in EasternEurope. As the century closed, more than $1.5 billion wascommitted to new bottling facilities in Africa.

21st Century: Coca-Cola today

The Coca-Cola bottling system grew up with roots deeply plantedin local communities. This heritage serves the Company well todayas consumers seek brands that honor local identity and thedistinctiveness of local markets.

COCA-COLA COMPANY IN LUCKNOW:


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This is the one of the biggest leading company in beverage sectorin Lucknow also. In the Lucknow the coca cola company is amanufacturing company. They are producing several brands like

Thumps up, Coca Cola, Sprite, Limca, Fanta, Maaza and they have

come with their new brand Minut Maid Pulpy Orange. Pulpy orangeis the sixty year old brand in China but for India it is new. Apartfrom this company also produces products like Kinley soda &waterand Bonaqua new water brand.

Distribution system of Coca Cola Lucknow

Dealers and

agencies


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Various

Distric

ts


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LITERATURE REVIEW

Control of market share is the key issue in this study. The situationis both Coke and Pepsi are trying to gain market share in this

beverage market, which is valued at over $30 billion a year. Justhow this is done in such a competitive market is the underlyingissue. The facts are that each company is coming up with newproducts and ideas in order to increase their market share. Thecreativity and effectiveness of each company's marketing strategywill ultimately determine the winner with respect to sales, profits,and customer loyalty. Not only are these two companiesconstructing new ways to sell Coke and Pepsi, but they are alsothinking of ways in which to increase market share in otherbeverage categories. Although the goal of both companies areexactly the same, the two companies rely on somewhat differentmarketing strategies .Both companies have also relied on findingnew markets, especially in foreign countries. In the foreignmarkets, Coke has been more successful than Pepsi. For example,in Eastern Europe, Pepsi has relied on a barter system that provedto fail. However, in certain countries that allow direct comparison,Pepsi has beat Coke. In foreign markets, both companies havefollowed the marketing concept by offering products that meetconsumer needs in order to gain market share. Both companiescannot just sell one product; if they do they will not succeed. Theyhave to always be creating and updating their marketing plansand products. The companies must be willing to accommodatetheir target markets. Gaining market share occurs when a


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Maaza Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly for those who consume liquor.


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COMPETITORS


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The PepsiCo challenge, to keep up with archrival, the Coca-Cola Companynever ends for the World's # 2, carbonated soft drink maker. The company'ssoft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company'sonly beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sportsdrink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-

drink tea.

PepsiCo and Coca-Cola hold together, a market share of 95% out of which60.8% is held by Coca-Cola and the rest belongs to Pepsi.

Bibliography1.2 LTR

600ML

2 LITRES

250ML

200ML

300ML

PACKNO.OF BOTTLES IN

A CASE

12

24

9

24

24

24


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NAME OF THE SHOP.

ADDRESS

TEL. NO. .

Q1)Which brand do you sell?

PEPSI COCA COLA BOTH

Q2)Why are you not selling the Coca Cola or Pepsi product?

Q3)How many brands are available in your shop in the RGB and PET Bottles?

In RGB

COCA COLA THUMS UPSPRITE LIMCAFANTA MAAZA

(B)In PET

COCA COLA THUMS UPSPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTH

Q5)Whether the purity of the refrigerator is maintained or not?

YES NO

Q6)Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?YES NO

Q8)Are you aware of the various schemes run by the coca cola?

YES NO

Q9) Which companyadvertisement and sales promotion activities are better?

PEPSI COCA COLA

Q10)Your daily sales?

1-2 CASE 3-5 CASES6-10 CASES

More than 10 CASES


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Q11)Do you think promotional activities can increase sales?

YES NO

Q12) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q13)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS.

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


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Cocacola Project Report

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