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BRIEF HISTORY OF COCA-COLA

In May, 1886, Coca Cola was invented by Doctor John

Pemberton a pharmacist from Atlanta, Georgia. John

Pemberton concocted the Coca Cola formula in a three legged

brass kettle in his backyard. The name was a suggestion given

by John Pemberton's book keeper Frank Robinson.

John Pemberton

It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and

chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular

nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold

at that time by most, if not all, of the city's druggists.

 So when the new Coca-Cola debuted later that year - still possessing "the valuable

tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened

with sugar instead of wine - Pemberton advertised it not only as a "delicious,

exhilarating, refreshing and invigorating" soda-fountain beverage but also as the

ideal "temperance drink."  It is said coke was discovered when DeLuise, a 19th

century American soda jerk accidentally hit the soda water spigot, adding

carbonated water to the syrup in the glass. The result was a "happy accident": the

invention of Coca-Cola.

 

Though Pemberton died just two years later - five months, in fact, after his March

24, 1888, filing for incorporation of the first Coca-Cola Co. - the trademark he and

his partners created more than one hundred years ago can claim wider recognition

today than that of any other brand in the world And the Coca-Cola beverage, whose

unit sales totaled a mere 3,200 servings in 1886 ("nine drinks per day" based on the

twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is

today called the world's most popular soft drink - accounting for billions of servings

at restaurants in 195 countries.

 Such is the commercial legacy of a onetime Confederate lieutenant colonel who

earned his medical degree at the age of nineteen, who served on the first Georgia

pharmacy licensing board, who set up a top-rated laboratory for chemical analysis

and manufacturing, and who, in his dozen-and-a-half years in Atlanta, established

eighteen business ventures - including one, the Coca-Cola Co., which now can boast

1995 sales in excess of $15 billion.

 Notwithstanding Pemberton's numerous professional and entrepreneurial

accomplishments, however, Coca-Cola historians characterize him as "a local

pharmacist" who concocted the world's most craved soft-drink syrup in a three-

legged brass pot in his backyard.

 "Coca-Cola was not the creation of an inept, small-time corner druggist," said

archivist Monroe Martin King, who has spent twenty-one years researching the life

of John Pemberton - from his childhood in Rome, Ga., to his college days in Macon

to his enterprising years in Atlanta.  "He's occasionally portrayed as a wandering

medicine man," King added. "But Dr. Pemberton worked in a fully outfitted

laboratory and claimed to manufacture every chemical and pharmaceutical

preparation used in the arts and sciences."

 Although Pemberton may have envisioned a future for his soft-drink creation--

enticing six Atlanta businessmen to invest in the start-up Coca-Cola enterprise--for

reasons that remain a mystery he soon began selling his interest in the formula.

  "Dr. Pemberton must have believed that it had little value and no potential

assurance of substantial success," said Charles Candler in a 1953 biographical sketch

about his father, titled "Asa Griggs Candler, Coca-Cola and Emory College."

 Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who

first scripted "Coca Cola"  into the flowing letters which has become the famous

logo of today.  The soft drink was first sold to the public at the soda fountain in

Jacob's Pharmacy in Atlanta on May 8, 1886.

 About nine servings of the soft drink were sold each day. Sales for that first year

added up to a total of about $50. The funny thing was that it cost John Pemberton

over $70 in expenses, so the first year of sales were a loss.  Until 1905, the soft

drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich

kola nut.

 By the late 1890s, Coca-Cola was one of America's most popular fountain drinks.

With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola

Company increased syrup sales by over 4000% between 1890 and 1900. 

 Advertising, was an important factor in Pemberton and Candler's success and by the

turn of the century, the drink was sold across the United States and Canada. Around

the same time, the company began selling syrup to independent bottling companies

licensed to sell the drink. Even today, the US soft drink industry is organized on this

principle.

 Asa Candler, who, according to King, had worked for Pemberton as early as 1872,

wound up, after a series of transactions, controlling the company within a short time

of Pemberton's death. By 1891 he owned all of the Coca-Cola business.  Charles

Candler relates that one of his father's first missions was to change the original

Pemberton formula in order "to improve the taste of the product, to ensure its

uniformity and its stability."

 According to Asa Candler's son, Candler hired Pemberton's former partner, Frank

Robinson. The two of them, "by adding essential ingredients and taking others out . .

. perfected the formula," Charles Candler said.  In fact, it was Robinson who created

the Coca-Cola name and script logo, convincing the company to tie the classic

slogan "delicious and refreshing" into all future advertising.

 After the turn of the century, when federal and state authorities began writing

regulations to ban the sale of coca products because of their supposed contamination

with the drug cocaine, Coca-Cola lawyers argued strenuously that their syrup

contained only a minuscule flavor extract of the coca leaf.

  By 1928 bottled sales had eclipsed fountain sales, thanks to the pioneering

introduction of a carton now popularly called the six-pack. The following year the

company introduced metal open-top coolers. Then in 1933 at the Chicago World

Fair automatic fountain dispensers made their debut.  Having expanded the brand

into fourty-four countries by the outbreak of World War II, Woodruff, within fifteen

years of the war's end, had managed to double that number. "Now the saying is you

have to be global," said Goizueta, Coca-Cola's current chairman and chief executive.

"We were global when global wasn't cool."

 

Two decades later, when Coca-Cola's board elected Goizueta to the post of chairman

and chief executive, the company was embarked on a financial mission--to become

one of the best-performing corporations in America.  Average annual fountain-sales

growth under Goizueta has continued to surge. And despite consumer uproar over

the company's attempted Coca-Cola reformulation in 1985, the introduction of Diet

Coke in 1982 was hailed as the most successful product launch of the past decade.

 Yet none of the company's strides in marketing, international expansion, product

innovation or profit growth could have happened had it not been for Coca-Cola's

inventor, John Pemberton.  Atlanta druggists--Asa Candler among them--closed

their stores on the day of Pemberton's funeral "and attended the services in mass as a

tribute of respect," according to newspaper records from that era.  "On that day,"

declared archivist Monroe King, "not one drop of Coca-Cola was dispensed in the

entire city."

Asa Griggs Candler

Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice cream saloon. Often housed in the drug

store, the soda fountain counter served as a meeting place for people of all ages.

Often combined with lunch counters, the soda fountain declined in popularity as

commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore.

 On April 23, 1985, the trade secret "New Coke" formula was released. Today,

products of the Coca Cola Company are consumed at the rate of more than one

billion drinks per day.

  A trade secret is any information that allows you to make money because it is not

generally known. A trade secret could be a formula, computer program, process,

method, device, technique, pricing information, customer lists or other non-public

information. If the economic value of a piece of information relies on it being kept

private, it could be a trade secret.

 One of the most famous examples of a trade secret is the formula for Coca-Cola.

The formula, also referred to by the code name "Merchandise 7X," is known to only

a few people within the company and kept in the vault of a bank in Atlanta, Georgia.

The individuals who know the secret formula have signed non-disclosure

agreements, and it is rumored that they are not allowed to travel together. In the past,

you could not buy Coca-Cola in India because Indian law required that trade-secret

information be disclosed. In 1991, India changed its laws regarding trademarks, and

Coca-Cola can now be sold in that country.

 Trade secrets are very different from patents, copyrights and trademarks. While

patents and copyrights require to disclose information in the application process

(information that eventually becomes public), trade secrets require to actively keep

the information secret. Trade-secret protection can potentially last longer than that of

patents (20 years) and copyrights (100 years). Some of the ways to protect a trade

secret are as follows:

 

Restrict access to the information (lock it away in a secure place, such as a bank

vault).

Limit the number of people who know the information.

The people who know the trade secret agree in writing not to disclose the

information (sign non-disclosure agreements).

Anyone that comes in contact with the trade secret, directly or indirectly, sign non-

disclosur agreements.

Mark any written material pertaining to the trade secret as proprietary.

 

 

 

 

INTRODUCTION

COCA – COLA IN INDIA

Brings Back The Fizz To India

Coca-Cola, the corporate nourishing the global community with the worlds largest

selling soft drink concentrates since 1886, returned to India in 1993 after a gap of 16

years giving a new thumbs up to the Indian Soft Drink Market. In the same year, the

Company took over ownership of the nation's top soft-drink brands and bottling

network. No wonder, our brands have assumed an iconic status in the minds of the

consumers.

A Healthy Growth To The Indian Economy

Ever Since, Coca-Cola India has made significant investments to build and

continually consolidate its business in the country, including new production

facilities, waste water treatment plants, distribution systems and marketing channels

Coca-Cola India is among the countrys top international investors, having invested

more than US$ 1 billion in India within a decade of its presence and further pledged

another

US$ 100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has not only shaked up the Indian carbonated drinks market, and

given consumers the pleasure of world-class drinks to fill up their hydration,

refreshment & nutrition needs but has also been instrumental in giving an

exponential growth to job opportunities.

Creating Enormous Job Opportunities-With virtually

all the goods and services required to produce and

market Coca-Cola being made in India,

the business system of the Company directly employs

approximately 6,000 people, and indirectly creates

employment for more than 125,000 people in related industries through our vast

procurement, supply and distribution system.

The vast Indian operations comprise 25 wholly-owned- company-owned bottling

operations and another 24 franchisee-owned bottling operations. That apart, a

network of 21 contract-packers also manufactures a range of products for the

Company.

On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate

the narrow alleyways of Indian cities constantly keep our brands available in every

nook and corner of even the country’s remotest areas.

These are only some of the facts that speak about our commitment to the growth of

the Indian Economy.

FUNCTION OF THE PLANT

INGREDIENT DELIVERY

Sweetener

Team of professionals, work on selecting, auditing, sampling, testing, approving and

then authorizing the sugar suppliers and the list of such authorized suppliers with

approved sugar lots and along with the certificate of analysis are sent across to all

the bottling unit for procurement.

Secret Formula

Created in special concentrate plants, it's delivered, held and used under strict

controls to maintain its integrity and security. Each unit of concentrate is especially

identifiable to allow the "history" of each component to be researched at any stage

of production, storage or use.

CO2 Formula

When delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy

delivery and storage. But what is it? In essence, it's a colorless and odorless gas that

provides the "fizz" for our beverages. But it's also a by-product of our breathing and

used by plants and trees to produce oxygen.

Water

since water is a key component to all our beverages, its quality is critical. And, since

public water quality varies around the world, each plant further treats the water it

uses. This means that before water is added to any of our beverages; it's rigorously

filtered and cleansed. We then continuously sample the water to ensure it meet our

standards.

Materials

Ingredients are not the only things delivered to the plant. Other materials such as

bottles, cans, labels and packaging are also delivered. Our plants in India use

refillable bottles, CANS, PET etc. in the Production Process, when bottles and cans

are delivered to the plant; they are carefully inspected to ensure that they meet our

exacting standards. Once these have passed initial inspection, they move on to be

washed and/or rinsed.

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and rinsed before being filled.

While this sounds simple, the actual steps can differ by bottling plant. In India, our

plants use refillable glass, cans or PET bottles. To ensure they meet our cleanliness

standard, bottles are first hit with prerinse jets which remove any dirt or debris. They

are then soaked in a high-temperature deep cleaning solution that removes any

remaining dirt and sanitizes them. The bottles then move to the "hydrowash" where

they are washed again with a deep cleaning pressure-spray.

MIXING AND BLENDING

H2O and Sugar

Mixing and blending begin with the steps of mixing pure water with refined sugar,

which creates simple syrup. The syrup is then measured for the correct amount of

sugar.

Secret Formula

Our secret formula is... still secret! That's right; the secret formula remains a mystery

to the millions of people in nearly 200 countries that enjoys our refreshing beverages

every day. Even though we can't tell you the secret, you can be sure that "LIFE

TASTES

GOOD" with Coca-Cola.

H20 and Syrup

With the syrup nearing its final state, we mix it with pure water, creating the

finished uncarbonated beverage. However, the water and syrup must be mixed in

right ratio. This is done by the beverage proportioning equipment. It accurately

measures the correct ratio for each and sends this mixture to the carbonator.

CO2 Adding

Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages.

Carbon dioxide not only gives our beverages their effervescent zest, but it also adds

to the distinctive and familiar taste everyone has come to expect from our beverages.

FILLING

Once all the ingredients have been mixed and blended and the bottles have been

cleaned and sanitized, we're ready to start filling. This is a surprisingly complex

process requiring precision at each step. To begin with, bottles must be carefully

timed as they move to the filler - synchronization is key. Once at the filler, bottles

are either held securely in place by flexible grippers or precisely placed under filling

valves by centering devices.

Before the bottles can be filled, the inside of the bottles must be pressurized. This

allows for the force of gravity itself to draw the beverage into the bottle - a process

that ensures the smooth flow of liquid, with little to no foaming.

CAPPING

Once filled, bottles are then capped. We use different caps for different bottles -

glass bottles are usually topped with a metal crown while "PET BOTTLES" are

topped with a plastic screw-top. Each cap type then moves through different parts of

the machine, which ensures each cap stays scratch free and is in the right position to

be precisely placed on the bottle.

As quality and freshness are key, we use a "no closure" detector during the capping

process and a "go-no-go gauge" or "torque meter" after the bottles has been capped.

The "no-closure" detector checks if a screw top or crowns has been placed on bottle.

The process actually stops if the detector doesn't find a closure. The "go-no-go

gauge" checks for the proper crown crimp and the "torque meter" checks to make

sure the screw-top is good and tight. If the bottle cap isn't just right, the beverages

can become flat or be affected in other ways. If this happens, the bottle is discarded.

LABELING  

Once the bottles have been filled and capped, they move on to be labeled. A special

machine dispenses labels from large rollers, cuts them and place on the bottles. For

special labels such as commemorative bottles for football championships, the labels

are sent to the bottling plants for approval, and then used for packaging. Depending

on the occasion, some of these special bottles will go only to the specific locations.

For example, a national football championship bottle will be sent only to the home

town or state of the championship team.

CODING

The bottle is now ready to be coded. Each one of our beverages is marked with a

special code that identifies specific information about it. The codes simply identify

the date the beverages was bottled or canned. These codes identify the date, time,

batch no. and the MRP. Product coding allows us to ensure that u receive our

beverages at their flavorful best.

INSPECTION

We inspect bottles at many points during the process. With refillable bottles, it

happens they are first brought into the plant. They are also inspected after they are

washed and again after they are filled. Inspectors look for external bottle

imperfections and make sure each bottle has the right amount of beverages. Even

after filling, each plant samples bottles for analysis in its lab to ensure quality is up

to standards.

PACKAGING

Once our filled beverages have passed final inspection, they are ready to be

packaged for delivery. Generally, packing can refer to everything from the unique

"BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and containers,

to plastic rings.

Because the needs and tastes of our consumers are so diverse, the packaging varies

depending on where the beverages are being sent.

WAREHOUSING & DELIVERY

In order to make sure the freshest beverages possible get to you, each warehouse

must efficiently manage the thousands of beverages cases produced each day.

Beverage organization is key, though it's the bottle and can coding that allow for the

necessary precision. From the warehouse, we load beverages onto our distinctive

trucks. Night and day, our trucks are delivering our refreshing beverages to stores,

soda fountains, and vending machines near you.

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in

years, Coca-Cola India seems to have discovered the consumers who could rescue

its dismal sales record. Coca-Cola India totally misjudged rural India, home to two-

thirds of the country's 1 billion population, when it re-entered the country a decade

ago.

Yet as the country side emerges as the fastest-growing source of demand for

consumer products, the local arm of the US soft drinks giant seems to have learnt its

lesson. "We were just not addressing the masses, that were the problem," says Mr.

Sanjeev Gupta, Coca-Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising that

straddles cities and villages pushed turnover last year up by a quarter to nearly

Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran

down, is also recovering spectacularly.

The success of Thumbs Up, whose market share is now roughly equal to that of

marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in

third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000

crore soft drinks market. Coca-Cola returned to India after being kicked out by the

government in the mid-1970s.

It paid a high price for the then market leader, Thumbs Up, and tried to kill it off in

the mistaken belief that this would pave the way for Coca-Cola's rise. Extravagance,

unoptimistic and naive reading of the market and mismanagement of its new bottling

assets led Coca-Cola to write down Rs.2000 crore of its Indian assets in 2000. The

greatest indignity is that India is one of the few markets where Pepsi has outsmarted

Coca-Cola.

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its

recovery all the more remarkable." says Mr. C Srinivasan, chairman of business

consultant AT Kearney India. Coca-Cola's Indian management, now stable after

recent flurry of departures, persuaded the US parent to persist with India, and won

$100 m to fix problems such as poor distribution. Its Atlanta headquarters was won

over because of India's potential. India's per capita consumption of carbonated

drinks is less than half the level in Pakistan and about 8 percent of China's. Mr.

Gupta argued that closing the gap would only come by chasing the rural consumer.

"We had to address the 75 percent (that lives in rural areas) and not just the 25

percent (in cities) and that meant using small-pack innovations," says Mr. Gupta.

"The only consumer goods companies that make it in India are those that sell micro-

sized products at low prices."Coca-Cola's 200 ml bottle (down from 300 ml) sells

for Rs.5, half the price of a conventional sized bottle. To achieve a return on this

"low margin, high volume" strategy. Coca-Cola had to shrink its ballooning costs,

while raising output in a market growing at just 8-9 percent per year. Coca-Cola

added 30 assembly lines, including five plants; cut costly staff; revamped transport;

shrunk bottles and made them lighter and packed in smaller crates to increase a

truck's carrying capacity; added distributors and expanded the number of outlets in

towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in" retailers

in villages of at least 1,000 people connected to usable roads. One method was to

help those with no savings or access to formal credit to buy their costliest asset: a

fridge. The company negotiated big discounts from fridge producers, placing an

Order equivalent to two months' output of the domestic fridge industry. Discounts

were passed on to the retailers, cutting the average purchase price by Rs.3, 000 more

than three months' wages in a village. Finally,

Coca-Cola dumped a global advertising campaign that was irrelevant to the Indian

market and adopted one featuring Hollywood stars. "The campaign is finally

speaking to the right market." says marketing consultant Mr. Jagdeep Kapoor. The

adverts also loudly proclaimed the Rs.5 price benchmark, meaning retailers could

not overcharge.

The re-localization of Coca-Cola

A glance at the 1999 Annual Report of The Coca-Cola Company leaves you with a

strong impression of two words that seem to be very deeply-etched in every

statement made by the company - 'Consumer* and 'Localization'. The Chairman

Douglas Daft states in his address to shareholders that, " If there's one thing that I've

learned in my 30 years at Coca Cola it is - Think locally and act locally." Coca -

Cola's localization drive appears to be partly spurred by the adverse impact on the

image of the company, due to the various issues that cropped up last year in different

parts of the world. Like the product contamination in Belgium and France, the

problems with regulators in Europe, the racial discrimination lawsuit in United

States.

In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola whose

basic success emanated from its strength of being a 'multi-local' business relying

heavily on the insight of local business partners, quite forgot the secret of its success

and veered on the path of centralization. He has staled in this article that Coca-Cola

wandered off the right path and endured a year of dramatic setback, by ignoring the

changing global scenario and continuing to believe that a strategy that was once

successful will always yield results. As he puts it "As the Century was drawing to a

close, the world had changed, and we had not. The world was demanding greater

flexibility, responsiveness and local sensitivity, while we were further centralizing

decision making, standardizing practices and were moving away from our traditional

'multi-local' approach".

The company in the 80's and 90's had focused on centralizing its operations for

enabling effective management of a vast global enterprise that was being spread

over 200 countries. It has now woken up to the fact that the world is changing very

fast today and that a localized management that can quickly respond to the

challenges and needs of the relevant market will be critical to success, rather than a

unified management at the center. And that is precisely what Coca-Cola has set out

to do. It appears to be handing out a greater degree of freedom and responsibility to

the frontline managers in their respective areas of operations. It has decided to cut

jobs and convert itself into a leaner structure. In India too, the complex holding

structure has been broken down and converted into a simplified structure. A single

holding company Hindustan Coca-Cola Holdings Pvt. Ltd and one downstream

subsidiary - Hindustan Coca-Cola Beverages - formed by the merger of 4 bottling

subsidiaries of Coca Cola and that of Schweppes now operate in India.

The parent has performed a comprehensive review of its Indian bottling operations

and has announced that it will be writing off $400mn worth of assets in India in the

first quarter of this year.

The meeting hosted last week by the company to update investors on its business

strategies and outlook for the future also sang the same tune of how members of the

global Coca-Cola management team are implementing their "Think Local Act Local"

philosophy. The company's focus, according to the management, will be to

encourage higher consumption of non alcoholic beverages and the Coca-Cola brands

in every country.

This will be achieved through an intense focus on consumers, communities,

customers, the Coca-Cola system and Coca-Cola people. The Consumer focus

strategy involves using innovative and tailored marketing programs based on local

consumer insights to enable the company to keep growing. "We want to ensure that

we have a tailored nonalcoholic beverage portfolio in every community that touches

consumers in locally relevant ways." states the annual Report of the company.

It gives the example of the company's innovative marketing strategy in India, which

leveraged on the Diwali Festival and the entrenched family values in the Indian

society to connect to the Indian consumer at a personal level. In Mr Daft's words

"The 21st Century has taught us one important powerful lesson - that the next big

evolutionary step in going global has to be going local".

Marketing Mix and Strategy

Marketing mix of any organization consists of 4 P's i.e. product, price, place

and promotion having its own significance, which 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

MARKETING MIX

PRODUCT PRICE PLACEPROMOTIO

N

Product mix of Coca-Cola consists of the various brand packs and flavors

given in the table. Product strategy of the Coca-Cola is to promote all the brands

available in all the brands packs and to introduce the product in new flavors and.

even new product. Regarding this Kinley soda is introduced. Fanta in green apple

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: - Northern zone, Eastern zone, Western zone, Southern zone

and Andhra Pradesh zone. These zones are divided in to various, plants, which

govern the area assigned to them. The areas are the various distribution centers

called distributors and C&F agents. Then comes the retailers/customer for the

company's product, they receive goods from distributors and C&F agents.

Finally consumer is there, having the product from the customer'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 billions 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 part 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 Gurgaon and the office of Bombay TV ads, design of

banners, and other POS 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, sales 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.

COMPETITORS

Since there is only one major competitor of the Coca–Cola i.e. Pepsi. There is some

information about the Pepsi Company.

Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.

Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at

North America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods

businesses in the United States of America and Canada also.

Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the

number one brand of bottled water in the United States, Dole single serve juices and

some, which offers a wide range of drinks with herbal ingredients. The company

also makes and markets North America’s best-selling, ready to drink iced teas and

coffees via joint venture with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the world’s largest food and beverage companies.

The company’s principle business includes:

Frito-Lay snacks

Pepsi-Cola beverages

Gatorade sports drinks

Tropicana juices

Quaker Foods

Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.

Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats

Company, creating the world’s fifth largest food and Beverage Company, with 15

brands-each generating more than $1million in annual retail sales. Pepsi Co's

success is the result of superior products, high standards of performance, distinctive

competitive strategies and the high level of integrity of their people.

Soft drink business is built on two pillars - Brands and Distribution. We present

below comprehensive conceptual coverage of these and other key marketing

concepts

1. Branding

2. Valuation of brands

3. Distribution

4. Marketing

5. Market Research

6. Market segmentation and positioning

7. Advertising and promotions

BRANDS OF PEPSI

BRANDING

PEPSI

7-UP

MIRINDA (LEMON)

MIRINDA (ORANGE)

SLICE

MOUNTAIN DEW

TROPICANA

LAHAR SODA

AQUAFINA

What is brand?

A brand is name, term, sign, symbol or design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors. 

A trade mark is “a brand of a part of brand that is given legal protection because it is

capable of exclusive appropriation.” 

Manufactures can use their own brands (known as Manufacturers brands) or brands

of their distributors (Distributors brands). 

Why Branding? 

Manufacturers/Distributors use brand names for a variety of reasons from simple

identification purpose to having legal protection for unique features of the products

from imitations and help consumers recognize certain quality parameters. In some

cases brands are just used to endow the product with unique story and

character.which itself can be a basis for product-differentiation.  

 

Special importance of brands for soft drink

products

While brands can represent all types of goods or entities, they have special

importance for products. Brands equities are stronger in soft drink products as the

consumer is reluctant to try unknown brands/ unbrands products for the following

reasons 

These products individually account for a small part of house hold spending.

Most of these products are for personal use.

In many cases, it is difficult to differentiate a product on technical or functional

grounds and therefore the consumer is reluctant to switch to an unknown brand.

Successful brands generate strong cash flows, which enable the owner of the brand

to reinvest a part of it in the form of aggressive advertisements/promotions. This

reinforces the perceived superiority of a brand.

 How a brand is created? 

Soft drink companies spends enormous sums on building a brand equity by way of

o Advertisements/publicity

o Free samples- low entry price

Promotions (schemes for dealers, consumers etc) 

Advertisement and promotion can induce trials but for sustained loyalty, the

manufacturer has to offer superior quality and value for money. Most successful brands

are founded on a chance discovery of a new product/ process of assiduous research and

development work. Major players invest in R&D on their existing brands and improve

the product quality continuously to maintain their edge over competitors. 

VALUATION OF BRANDS

Value of a brand is represented by the incremental cash flow resulting from a

product with a brand versus a product without a brand name or with weaker brand

name.

Brand valuation is a complex process and involves a lot of subjectivity. There are no

widely accepted techniques of brand valuation. There are several considerations

which cannot be standardized or quantified such as

o To pre-empt competition from taking over a brand

o Synergy with the company acquiring existing brands/businesses.

o Strategic entry into a new product category.

o Prevent damage to existing brands, many a times stiff competition results in price

cutting, aggressive promotions, lower margins for all the competing brands.

o Confidence in the acquirer of the brand to rejuvenate a languishing brand.

VALUE OF AN ACUIRED BRAND

In case of an acquired brand, price paid for the brand over and above the value of

tangible assets, represents value of the brand. For accounting purposes consideration

paid for the brand is typically broken up as follows:

o Goodwill Trademark and Patents

o Technology and know-how

o Non compete agreement

o Some of the popular methods for valuation of brands are discussed below

 Bert technique (intra-brand Pic) values brands based on following factors. It

gives scores on each factor and values the brand as multiple of sales/earnings based

on the aggregate score. 

o USP’s of the brand

o Stability of the brand

o Markets namely the industry in which the brand is in use.

o International of the brand commanding a higher weight age than a local brand.

o The long term trends of the brands

o Brands receiving consistent investment are more valuable.

o Legal protection commanded by brands through registration and trade mark laws.

Quality of support received by the brands.

Cost basis- The valuation is done by aggregating all costs incurred on a brand from

the conception stage.  These costs include market survey, research & development,

launch and subsequent advertising expenditures. These costs are adjusted for

inflation and present values are calculated. Then adjustments are made to provide

for discount in case of a declining trend in the product life cycle or premium in case

of ascending trend in market share and product life cycle. 

Market Value- Valuation at market price (the best bidder quote) can be at

divergence from the fundamental value of the brand. For instance, a large company

may pay an abnormally high price to protect its major brand or remove a nuisance

from the market or derive synergies in its existing business. Such valuations are

subjective. 

Earning model- In this method, valuation is done by identifying, separating and

quantifying earnings that can be attributed to the brand and capitalizing these

earnings at a suitable discounting rate. The multiple would depend on several factors

such as category growth prospect, emerging competition and brand’s relative

position, edge in terms of technology, strength of loyalty to the brand etc. 

ORGANISATION STRUCTURE

BRINDAVAN BEVERAGE LIMITED, BAREILLY

Brindavan Beverage Ltd. Bottling Company started during the year 1986 in

Bangalore due to humble service of Mr. S.N.Ladhani the managing director of the

company with initial capital Rs.25 lakes. 

Brindavan Beverage Ltd .had a franchisee agreement with Parle Export Pvt. Ltd. for

10 year to manufacture and seed its product during Nov.1993 Parle Export sold all

its 60 franchise to Coca-Cola India in order to compete to Pepsi .In this way BBL

has undergone the territory of Coca-Cola. The company is manufacturing and selling

200ml. 300ml. 600ml and 2.00 liters of Thums Up, Limca, Coke, Fanta, Maaza, and

Sprite., Kinely Soda for Bareilly and other nearby districts such as Baduan,

Moradabad, Rampur, Pilibhit, Shajahanpur Lakhimpur Khiri, Nainital etc. 

Brindavan Beverage Ltd has its production unit having a speed of 1520 bottles per

minute, located at Parsakhera an industrial area Rampur road Bareilly. The storage

of filled bottle is done in a go down, which is located next, the production unit. 

The managing director, head of the organization is in charge of all the administrative

matter. The marketing director is responsible for activity such as sales promotion

advertising and distribution etc. and the production manager take care of the

production department.

All kinds of material are handled in stores The COCA-COLA Organization in

Bareilly is divided into many departments for their smooth working. The Plant is

basically for 200 ml, 300 ml & 1 Liter packing and rest of the products are sourcing

from other units. All the departments and their workings are briefly described as

follows.

ORGANIZATION STRUCTURE

FINANCE HUMAN

RESOURCE (HR)

PRODUCTION

SHIPPING

SALES & MARKETIN

G

STORES

QUALITY ASSURANC

E (QA)

FINANCE

Finance department performs the activities in management of Accounts Receivables,

Claims and expenses, Fixed Assets management & their depreciation,

Transportation, arrangement of raw material as through supply chain, computer

networking management, Taxation, etc. Above all these functions checking

authority verifies all these activities and approves it for final actions.

HUMAN RESOURCE (HR)

HR department works in Recruitment & selection, Training & Development,

Performance Appraisals, objective setting leading to management Incentive plan,

wages & salary administration, Disciplinary Actions, Statutory compliance, ISO

documentation, assisting in civil & criminal litigation, handling of contract

labour .And worker related issues, employee welfare, community development

projects, policy implementation, internal & external environment etc.

PRODUCTION

The manufacturing of different types of Brands of soft drink comes under the

Production department. It comprises the process of Water Treatment, Syrup

preparation, Container Washing, Mixing & Proportioning, Filling & Crowning and

then the Final Inspection of the product.

SHIPPING

This department is also termed as Dispatch Section. Goods are received and

dispatched from shipping. It works in receiving of products from other unit,

transferring of full’s from production, Inventory Management of finished products

in First In First Out (FIFO) method, dispatch of finished goods to distributors, empty

received and dispatch to other units.

SALES & MARKETING

Sales department takes care of placement of all brands in right proportion in right

time at right place. Sales executive always dispatches in proportion of empty

receiving and payment terms.

The main aim of this department is that all the brands should be at distributor's end

and must not be any deficiency of any brand.All the activities that help in enhancing

the sales come under marketing. In this, company gives glow sign boards to

distributors, Table, chairs & Umbrellas, advertisements, T-shirts, Caps, posters,

banners, seasonal schemes, product keeping containers like Fridge, ice-box etc.

STORES

either it can be of raw material for production or materials used in the office. A

proper sequence is followed. At very first, Purchase requisition is prepared by each

department and then materials are purchased from the fixed vendors after this the

material are distributed as per the requirement.

In broader terms, we can say that the activities performed

in this process are receiving of materials, issuing of

materials, rejection handling, scrap handling.

QUALITY ASSURANCE (QA)

QA department ensures the total quality in each and every aspect of the

organization. This quality is not only concerned with individual department like

production of goods but it is concerned with every functioning of the organization

such as hygiene in the organization like providing the nutrias food from the canteen,

cleanliness in the bathrooms, not polluting the environment, etc. One of the major

functions of QA department is pre and post manufacturing tests which ensures zero

defect so that consumers can get right quantity and quality of products. All the

procured materials have to undergo a rigorous quality check. Even before

procurement the quality of the material has been ensured by the sample check of

material.

DISTRIBUTION NETWORK

As it has been already started that this particular plant has been taken over by the

Coca-Cola Company. It has 85 distributors 9 depots and cover 13 districts under its

belt and they are still growing. The name of districts it cover such as follows.

1. Bareilly

2. Badauan

3. Shajanpur

4. Plibhit

5. Rampur

6. Moradabad

7. Chamoli

8. Pithoragarh

9. Lakhimpur

10. Rudraprayag

11. Kashipur

12. Rudhrapur

13. Ramnagar

Right from the first year of the incorporation the company is running in top profit.

This is because of many reasons. One of them being that there is no other bottling

plant nearby. Also the company gives good margin to the retailers along with

various lucrative from time to time.

PACKING

Packing in 300ml, 200ml bottle are bottled here and in packs of 330ml cans and

1000ml, 1.5liter bottle are produced from other plant & then sold. These package

filled here where as all other package are filled here. 

PRICE

Discount 3.7 prices per crate to distributor including 0.50 paisa per crate as storage

charges of market and go down.

[*Package that are produced from Coca-Cola India]

All pricing policies are governed by the Coca-Cola India. 

DISTRIBUTION NETWORK

Marketing location of coverage area 

PLACE

Maximum area of Northern U.P. and hills are covered by BBL.

VISION, MISSION & PHILOSOPHY

VISION OF COCA COLA 

The long term vision of coca-cola in India is to provide exceptional strategic lead to

the coca-cola in India.

Through coca-cola system resulting in consumer and customer preference and

loyalty through coca-cola commitment to them and in a highly profitable coca-cola

corporate branded beverages system.

MISSION OF COCA COLA 

The mission of Coca-Cola in India is

Increase the share holder value over time.

To achieve the above by working with business partner to deliver satisfaction and

value to customers and consumers through worldwide system of superior brand and

services thus increasing the brand equity.

To achieve the mission of the company seeks the contribution from each of the

given areas:

People working in the company.

Commitment to the company.

Goals and objectives of the company.

Environmental policy.

Internal control.

Policy and producers.

THE PHILOSOPHY OF COCA COLA

Mr. George Fernandes, who as the Minister of Industries threw Coca Cola out of

India in the late 1970s, has launched a new movement against the drink. He still

seems unaware that the first principle of the philosophy of Coca Cola is that it is

substitutable only by another cola. For once exposed to the world of cola, life in a

community never remains the same; the spectrum of human needs in it expands

permanently. Everything else about Coca Cola is negotiable, but not this. A cola can

never be replaced by tea, coffee, beer, wine or water. That is why, in the global

scene, Coca Cola's prototypical competitor is Pepsi Cola.

Some of my friends like to flaunt their autonomy from the cola culture. They do not

drink colas; they even force their children to be abstemious. Proud of their dissent

from mass culture, they talk of Coca Cola the same way others talk of McDonalds

and Woolworth, or red meat, hard liquor and tobacco. Their attitude to the cola

drinks is a mix of contempt (towards an aspect of 'low' culture and fear (of a

caffeine-based drink 'injurious' to health).

Yet, the very fact that they have to flaunt such dissent and that their skepticism does

not cover other items of useless consumption, tells us something. It tells us that Coca

Cola is a worldview within which there is ample scope for diversity and dissent.

Thus, when Fernandes banished Coca Cola from India, he thought he was being true

to his socialism and the principle of self-reliance. Actually, he was being faithful to

the philosophy of Coca Cola. For Coca Cola was duly substituted by Campa Cola, a

native product, and Thumbs Up, launched by another multinational. And now,

fifteen years afterwards, to spite the likes of Fernandes, Coca Cola has re-entered

India triumphantly. It is even competing here with its global counter-player, Pepsi

Cola, to provide the model of market competition that will supposedly be the

salvation of Mother India. It cannot be otherwise because Coca Cola is the ultimate

symbol of the market. You can have orange juice, tea or beer without a global

market. Theoretically, you can grow oranges or at least squeeze them at home. You

can make your own tea or coffee or brew your own beer, if you have the patience.

None of these is possible with Coca Cola. You have to have it in some ready-made

form-you need a franchise to produce it and a global market to have access to it.

The secret formula of Coca Cola-closely guarded by the company and an object of

greedy curiosity of its competitors-also constitutes a paradigmatic puzzle of our

times. Some companies have come close to the formula, to judge by the tastes of

their products. Others have deliberately chosen not to duplicate it; they seek a niche

for themselves in the cola market not occupied by Coca Cola. But that only deepens

the mystery-the code still waiting to be cracked, the standard yet to be

approximated. Local or national differences do not affect the mystery, as shown by

the failure of cola drinks with a touch of cinnamon and cardamom to cater to Indian

taste. Nor does levels of economic activity and political preferences. Some isolated

cultures may find Coca Cola strange, some economies may not be able to sustain its

production or import, and the politicians may try to 'clean' a society of its cola-

philes. But remove the external compulsions and the love for Coca Cola among the

moderns returns in its pure form.

Air India, which woos its Indian passengers in competition with other airlines, has

understood this perfectly well. Undaunted by slogans of self-reliance of its owner,

the Government of India, the airlines has never encouraged Indian cola, not even

during the heydays of bureaucratic socialism.

Coca Cola touches something deep in human existence. Like other elements of the

global mass culture-pop music, denims and hamburgers-it reminds its consumer of

the simple, innocent joys of living which the modern world has lost but which

survive symbolically in selected artifacts of modernity. Hence both the difficulty of

giving up Coca Cola and the fanaticism of those fighting it.

The philosophy of Coca Cola colours many areas of life and the votaries of the

philosophy would like it to inform all areas of life. They do not have to work hard

for that, because the philosophy is phagocytic; it eats up other adjacent philosophies

or turns

them into ornamental dissents within its,universe.

One example is liberal-democratic politics. Gradually in the democracies, elections

are getting depoliticised. They are increasingly media battles, with advertisement

spots and droves of media experts and public relations consultants remote-

controlling the battle from sidelines. The voters are given the choice between two

images, both sold as alternatives to the other, while being usually the flip-sides of

the other.

The candidates think the needs of the electorate are created by media experts. The

experts believe that all candidates are edited versions of each other; only their public

images differ. For both, the ultimate model of 'political' contests is the advertisement

war among

the colas, each representing unessential, artificially created needs. The aim is to

ensure that the electorate, seen as mass of consumers, do not get a chance to stop

and think before deciding their own fate. The philosophy of Coca Cola insists that

you never question the rules of the game, that far worse than loosing is to opt out or

admit that the game bores you.

The philosophy of Coca Cola is the archetypal social philosophy of our times. Those

who talk glibly of the Coca Cola culture subverting other 'superior' cultures know

nothing of its appeal. Coca Cola happily grants such superiority when the market or

advertisement requires it, for its appeal is nothing less than an invitation to worsen it

at its own game. Japan, which can be called the Pepsi Cola of the world economy,

has shown that Coca Cola can be 'defeated' if one joins the game sincerely and

retools oneself to fight Coca Cola on its own terrain.

Academician Primakov, the Russian social scientist, seemed surprised in 1980s that

in Dusseldorf, McDonalds employed more people than the steel industry and Coca

Cola paid more tax than Krupps. He failed to appreciate that mass culture was not

only sane politics, but also rational economics, that the defiance of mass culture was

already the defiance of sanity and rationality. To have the luxury of that defiance,

you have to take on not merely the world of mega-consumption but also the

concepts of normality and rational knowledge.

Decades ago, when as a cultural innovation Coca Cola began its journey through the

corridors of time, it allegedly included cocaine as an ingredient. If true, it shows

how little the Coca Cola company understood its own product. The corporation, true

to nineteenth-century capitalism, sold something addictive and injurious to health, to

make the demand for its product artificially inelastic. It had no idea that it was a

pioneer selling a worldview and a lifestyle, that even without an addictive

ingredient, it had an addictive brew that could ensure as inelastic a demand as any

bootlegger or drug peddler might want.

Mr Fernandes will not agree, but in the mass culture that has begun to engulf urban,

media-exposed India, Coca Cola is already away of thinking rather than a thought.

PERFOMANCE OF COCA-COLA COMPANY

COCA-COLA is certainly no stranger to global marketing. Long the world’s leading

soft drink marker, the company now sells its brands in more than 200 countries. In

fact, in recent years, as its domestic markets have lost their fizz. Coca-Cola has

revved up every aspect of its global marketing. The result; near world dominance of

the soft drink market. The great “global Cola wars” between Coca-Cola and rival

Pepsi have become decidedly one-sided. In the 1990s, while Pepsi’s sales volume

rose just 2 percent, Coke Classic consumption increased by more than 30 percent.

Since the early 1980s, soft drink consumption has grown at a rate of 3 percent

annually both domestically and internationally; during that same period, Coke’s

volume has grown 5 percent and 7 percent, respectively. Coca-Cola international

prowess has played a major role in its dominance. In fact, Coca-Cola earns over 70

percent of its profits aboard. Whereas in the United States Coca-Cola captures a 44

percent market share versus Pepsi’s 31 percent, it outsells Pepsi 3 to 1 overseas and

boasts 4 of the world’s 5 leading soft drink brands: Coca-Cola, diet Coke, Sprite,

and Fanta. Coca-Cola has handed Pepsi a number of crushing international setbacks.

As a result.

Pepsi has recently experience flat or declining international soda sales. During the

same period, Coca-Cola has reported strong growth in Latin America and grew a

stunning 20 percent in China, 17 percent in India, and 16 percent in the Philippines.

Pepsi is new retrenching its efforts aboard by focusing on emerging markets-China,

India, and Indonesia-where Coke is growing but does not yet dominate.

Together, these three emerging markets boast 2.4 billion people, nearly half the

world’s total population. With their young populations, exploding incomes, and

underdeveloped soft drink demand, they represent prime potential for Coca-Cola

and Pepsi.

For example, China’s 1.2 billion consumers-drinks an average of only 5 servings of

soda per year, compared with 343 in the United States, crating heady opportunity for

growth. Indonesia, with 200 million people, nearly all of whom are Muslims for-

bidden to consume alcohol, is what one top Coca-Cola executive calls a “soft drink

paradise”.

Coca-Cola’s success as a global power has made it one of the most enduringly

profitable companies in history. As one observes states, “Coke will remain the 800

pound gorilla in the soft drink business for the foreseeable future.” How profitable

ahs Coca-Cola been over the decades? Incredibly, a single share of Coca-Cola stock

purchased for $40 in 1919 would be worth $4,847,000 today.

PRODUCT OF COCA COLA

In 1985, a new Cola emerged from laboratory research. Through internal evaluation

and thousand by blind taste tests, consumer said they preferred it over both Coca

Cola and its primary competition. As a result. In April 1985, the company proudly

introduced the new taster of coke the first change in the secrete formula since my

product way created in 1886.

he launch of Coke with the new taste took place in the United State and Canada.

Consumer respected with an unprecedented and new famous out pouring of loyalty

and offering for me original formula of Coca-cola returned & Coca-Cola classic. In

1986, Coca-Cola classic became and still remains, the nation’s top-selling soft drink.

“What is in a Coke”

1.Carbonated Water

2.High Fructose Corn Syrup

3.Caramel Color

4.Phosphoric Acid

5.Natural Flavors

6.Caffeine

BRANDS OF COCA-COLA IN INDIACOKE

THUMPS-UP

LIMCA

MAAZA

FANTA (ORANGE)

FANTA (APPLE)

SPRITE

KINLEY WATER

KINLEY SODA

THESE BRANDS ARE FURTHER EXPLAIN WITH THEIR TAG LINES .

 Strong Cola Taste, Exciting Personality

  Thums Up is a leading carbonated soft drink and most trusted

brand in  India. Originally introduced in 1977, Thums Up was acquired by The

Coca-Cola

Company in 1993.

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

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

the boys.

The world's favourite drink. The world's most valuable brand. The most

recognizable word across the world after OK.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is

now the flagship brand of the largest manufacturer, marketer and distributor of non-

alcoholic

beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and

made significant investments to ensure that the beverage is available to more and

more people, even in the remote and inaccessible parts of the nation.

Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern

celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan

and Hrithik Roshan.

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190

countries.

In India, Sprite was launched in year 1999 & today it has grown to be one of the

fastest growing soft drinks, leading the Clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal

to the youth, Sprite has stood for a straight forward and honest attitude. Its clear

crisp refers hing taste encourages the today's youth to trust their instincts ,

influence them to be true to who they are and to obey their thirst.

Internationally, Fanta - The 'orange' drink of The Coca-Cola

Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian

market in the

year 1993.

Over the years Fanta has occupied a strong market place and is identified as "The

Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and

tingling bubbles that not just uplifts feelings but also helps free spirit thus

encouraging one to indulge in the moment. This positive imagery is associated with

happy, cheerful and special times with friends.

Maaza was launched in 1976. Here was a drink that offered the same real taste of

fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the

fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has been

the result of such successful campaigns like "Taaza Mango,Maaza Mango" and

"Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome,

natural, fun drink which delivers the real experience

of fruit. The current advertising of Maaza positions it as an enabler of fun friendship

moments between moms and kids as moms trust the brand and the kids love its taste.

The campaign builds on the existing equity of the brand and delivers a relevant

emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza

Maaza"

Water, a thirst quencher that refreshes, a life giving force that washes all

the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most

basic need of life, the very sustenance of life, a celebration

of life itself.

The importance of water can never be understated.

Particularly in a nation such as India where water governs

the lives of the millions, be it as part of everyday rituals or

as the monsoon which gives life to the sub-continent.

Kinley water understands the importance and value of this

life giving force. Kinley water thus promises water that is as pure as it is meant to

be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca-Cola Company.

That is why we introduced Kinley with reverse-osmosis along with the latest

technology to ensure the purity of our product.

STUDY OF THE PRODUCT

A product line is group of products that are closely related because they perform a

similar function are sold to the same customer group are marketed through the same

channels or fall within given price range.

S.LNO. PRODUCT FLAVOUR COLOUR

1. Thumps Cola Burnt sugar

2. Limca Lemon Tetrazin

3. Fanta Orange Orange

4. Maaza Mango Yellow

5. Coke Cola Burnt sugar

6. Sprite Lime No colour

7. minute maid Orange Orange

SLOGANS USED TO ADVERTISE COCA-COLA OVER THE YEARS

1904

1922

1927

1929

1932

1938

1939

1948

1956

1959

1963

1970

1971

1976

1979

1982

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Delicious and Refreshing

Thirst knows No season

Around the corner from everywhere

The Pause that Refreshes

Ice-cold sunshine

The best friend thirst ever Had

Coca-cola Goes Along

Where there’s coke there’s Hospitality

Coca-cola….makes good things Taste

better

Be Really Refreshed

Things go better with coke

It’s the Real thing

I’d like to buy the world a coke

Coke adds life

Have a coke and a smile

When coca-cola is part of your

life,you can’t beat the feeling

PROBLEM OF COCA COLA COMPANY

The Coca-Cola Company has been criticized for its business practices as well as the

alleged adverse health effects of its flagship product. A common criticism of Coke

based on its allegedly toxic acidity levels has been found to be baseless by

researchers; lawsuits based on these criticisms have been dismissed by several

American courts for this reason

Since there are indications that "soda and sweetened drinks are the main source of

calories in American diet," most nutritionists advise that Coca-Cola and other soft

drinks can be harmful if consumed excessively, particularly to young children whose

soft drink consumption competes with, rather than complements, a balanced diet.

Studies have shown that regular soft drink users have a lower intake of calcium,

magnesium, ascorbic acid, riboflavin, and vitamin A. The drink has also aroused

criticism for its use of caffeine, due to the possibility of physical dependence. A link

has been shown between long-term regular cola intake, of which Coca-Cola is the

most consumed brand worldwide, and osteoporosis in older women (but not men).

This was thought to be due to the presence of phosphoric acid, and the risk was

found to be same for caffeinated and non caffeinated colas, as well as the same for

diet and sugared colas.

Although numerous court cases have been filed against The Coca-Cola Company

since the 1920s, alleging that the acidity of the drink is dangerous, no evidence

corroborating this claim has been found. Under normal conditions, scientific

evidence indicates Coca-Cola's acidity causes no immediate harm. There is also

some concern regarding the usage of high fructose corn syrup in the production of

Coca-Cola. Since 1985 in the U.S., Coke has been made with high fructose corn

syrup, instead of sugar glucose or fructose, to reduce costs. This has come under

criticism because of concerns that the corn used to produce corn syrup may come

from genetically altered plants. Some nutritionists also caution against consumption

of high fructose corn syrup because of possible links to obesity and type-2 diabetes.

In India, there exists a major controversy concerning pesticides and other harmful

chemicals in bottled products including Coca-Cola. In 2003, the Centre for Science

and Environment (CSE), a non-governmental organization in New Delhi, said

aerated waters produced by soft drinks manufacturers in India, including

multinational giants PepsiCo and Coca-Cola, contained toxins including lindane,

DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer and a

breakdown of the immune system. Tested products included Coke, Pepsi, and

several other soft drinks, many produced by The Coca-Cola Company. CSE found

that the Indian produced Pepsi's soft drink products had 36 times the level of

pesticide residues permitted under European Union regulations; Coca-Cola's soft

drink was found to have 30 times the permitted amount. CSE said it had tested the

same products sold in the US and found no such residues. After the pesticide

allegations were made in 2003, Coca-Cola sales declined by 15%. In 2004, an Indian

parliamentary committee backed up CSE's findings, and a government-appointed

committee was tasked with developing the world's first pesticide standards for soft

drinks. The Coca-Cola Company has responded that its plants filter water to remove

potential contaminants and that its products are tested for pesticides and must meet

minimum health standards before they are distributed. In the Indian state of Kerala,

sale and production of Coca-Cola, along with other soft drinks, was initially banned,

before the High Court in Kerala overturned the ban ruling that only

FUTURE OF COCA COLA COMPANY

Coca Cola claims to have sold 60 million cases of its products between 1st January

and 31st May, which is a 30% jump in volumes over the same period last year.

Individually also Coca Cola has grown by 48%, Thums Up has gone up by 33%,

Limca has risen by 23%, and Fanta volumes have swelled by an unbelievable 70%.

On the other hand the rival Cola giant Pepsi has grown by an impressive 42%. At

this pace Coca Cola hopes to close the year with around 128 million cases while

Pepsi hopes to do 105 million cases. Also an ORG - MARG survey conducted for

Coca Cola shows that the top - of - the - mind awareness gap between Pepsi and

Coke is narrowing down every month. In August, 2004, only 19.4% of a sample

soft drinks consumer population recalled seeing a coke advertisement while 37%

remembered Pepsi instantly. By November, the same year the figures were - 21.6%

were aware of Coke and 33.7% knew about Pepsi, In March 1998, the gap had

filled further with 32% aware of Pepsi and 30.4% appraised of Coke.

Between 1993, when Coca Cola acquired the Parle Soft Drinks Division, and

2004, its overall market share had dropped from a comfortable 69% to 51% while

Pepsi zoomed from a paltry 17% to 40% during the same period. Pepsi’s gains

came from market growth and a large chunk of it was at the expense of Coke.

In India Coca Cola has an established bottling infrastructure comprising of

52 bottling plants and a portfolio of eight strong brands. Each of these brand has a

character of its own. Thums Up has the macho image targeted towards the 20-29

year olds; Fanta is the ‘fun drink’ the first love of 13-19 year olds and Limca has the

‘take it easy’ image.

The brands Coca Cola, Thums Up, Limca and Fanta have been identified as national

brands in India.

Coca Cola is now planning to set up four downstream bottling companies

and the franchisee bottler is being given two options to either join hands or sell out.

Of the 52 bottlers in India only 12 have formed joint ventures so far and that two

mainly in the south. Another ten bottlers are sitting on the fence.

The backbone of success of Coca Cola has been the bottler, the franchisee in

partnership and the local operating unit of the Coca Cola system. The Coca Cola

Company works with bottler partners all around the world to create effective

operating units at the local levels. The ties that bottlers have with local customers,

consumers, governments, banks, entrepreneurs, charities and sports organization are

critical to the success of the Coca Cola system.

The Coca Cola bottler system today consists of approximately 2,500 ownerships

worldwide, which vary greatly in size. On one end of the spectrum is Leticia, an

independent bottler operating in the middle of the Amazon jungle where Peru,

Colombia and Brazil intersect - serving a population of 30,000 people. At the other

end of the spectrum are companies like Coca Cola Enterprises, the largest bottler in

the USA, and Coca Cola Amatil, an international bottler based in Sydney, Australia.

Coca Cola Amatil operates in over seven countries and serves a population of over

200 million people

PART-II

OBJECTIVES OF THE PROJECT

The soft drink business in India is worth more than Rs. 3,000 crores. Between April

and July almost 50% of the annual sales take place. In the northeast of India almost

60% of the sales take place in these four months of the year. Also, Guwahati, the

gateway to the northeast, is solely responsible for 60% of the annual sales of

Associated Beverages Private Limited.

One of the values of the Coca Cola system is presence - that Coca Cola should exist

everywhere and should be available to anyone who wants a drink, whenever and

wherever, on this planet. To fulfill this goal just producing high quality products is

not sufficient. An effective distribution system holds the key to this ultimate goal.

Distribution includes the activities of sales delivery, merchandising and local

account management.

The main objective of this project is to study the distribution network of Coca Cola

in Bareilly and find out the various drawbacks and shortcomings of it. This project

also aims to provide suggestions to remedify the flaws in the distribution system.

Also this project tries to study the behaviour of consumers towards their preferred

brand of soft drink and what they desire from the company.

The objectives of my study are as follows:

To find out the gap between demand & supply.

To know the distribution system of coke & Pepsi in Bareilly region.

To know the share of coke & Pepsi in Bareilly region.

To know the retailer response towards the company.

To know retailer suggestion & recommendation about coke.

COMPARATIVE ANALYSIS OF

COKE AND PEPSI

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

between the two major players, coca-cola and he Pepsi since the very beginning.

The thirst quenchers are   trying to have the major chunk of the pie of carbonated

soft drink market. Both the player are spending their energies in building capacity,

infrastructure, promotional activities etc. 

2. Coca-cola being 11 years older than Pepsi has dominated the scene in most of the

soft drink markets in the world and enjoying leadership in terms of market share.

But the coca-cola people are finding it hard to keep away Pepsi, which has been

narrowing the gaps regularly. the two are posing threats to each other in every nook

and corner of the world wide coca-cola has been earning most of its bread and butter

through beverages sales, Pepsi has multi products portfolio with some portion from

the same business. 

3. The two warriors are face to face once again herein India with different strategies

and tactics to attack the rivals. Coca-cola is focusing upon the joint venture with the

existing bottlers (Fobo) franchise owned bottling operations to enhance its control

on manufacturing and marketing of its products range and attain quality standards of

its class. Countering its Pepsi has taken the battle of its own hands by floating as

investment of $ 95 billion to set Pepsi company. India holdings, as subsidiaries for

(Cobo) company owned bottling operations. Both companies following different

path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink

market. Both consider India as a Hugh potential market, as per capita consumption

here is mere 3 serving annually against the world average of 80. Therefore, they are

putting there best efforts to woo the Indian consumer who has to work for 1.5 hours

to buy a bottle of soft drink. In comparison to international norms minutes, a major

hurdle to cross over for the athletes for getting no. 1 position comparison to the

inter. Coca-cola is well set with its 53 bottling sites throughout the country giving it

an edge over competition by processing a well-

4. built bottling and distribution set up. On the other hand, Pepsi, with two more years

in India, has been able to set as image of a winner in India and has been able to get

the pulse of the Indian soft drink market. The soft drink giants are leaving on stone

unturned and her for the long terms. 

5. Coca-cola has been penetrating the market through its worldwide products range

with a determination to change consumption pattern of soft drink in India. Firstly,

they upgraded the whole industry by introduction 300ml bottles, which in turn had

given the industry a booming growth of 20% as compared to the earlier 5%. They

meant to develop a coca culture here and are working on a strategy to offer soft

drink in every possible package. In Coca-Cola camp, the idea of competition has not

come from Pepsi. But from the other beverages such as tea, coffee, nimbus, pani,

water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are

desperately working on the strategy to be the winner in the hot cola war between

two big baron. According to Pepsi philosophy, it is the madness that encourages

executive to think, to conjure up those creative tactics to knock the fizz out of their

competition. Pepsi has plumbed a large on the visibility of its blue red and white

logo. They have been going with aggressing marketing by putting AMIR khan,

Akshay Kumar and their advertisement to endorse their brand, the role models of its

targeted consumer the teenagers. They have increased the fizz in the market place by

introducing the dispensers called fountain Pepsi and have been enjoying a lead over

its rival there. Coca-cola on the other hand, has been working in the saying slow and

steady wins the race’s side by retailing to every more of its competitors. They have

procured the shield of thumps up with a handsome market share in Indian soft drink

market. Countering commercial that used two chimpanzees to rock a snoop at coke,

thumps up with the ad line, don’t be bender, and taste the thunder Also. Thumps up

has been positioned now them very near to that young image of Pepsi and giving it a

through time. 

6. These cool merchants have put everything on fire. Its coke gets the status of the

official drink of the wills. World cup, Pepsi blushes as nothing official about it. As

thumps up projected as ‘saare jahan se achcha’, pepsi was passionate enough with

‘freedom to be’ and now the “yeh dil maange more” when thumps up came with

thunder blast, the offered “Pepsi stuff card”. If red is meant for coke, Pepsi chosen to

be blue. 

7. “In the U.S., it’s a closer race between coke and Pepsi”, said Bonnie Herzog, an

industry analyst with smith Barney. “When you look outside of the U.S. i think

coca-cola has the lead. 

8. Indeed, 75% of cock’s profits now come from the foreign markets it dominates.

While back home the slugfest has gone on for decades.

9. “I think makes us all better”, said Pepsi vice president of marketing; Katie Lacey.

It’s alone thing about working in a very competitive category. You absolutely are on

your toes. We do not let it dictate how are or think everyday. We are focused on

how we are going to grow our brands. 

10. With public opinion split, there’s is no. of problem for both coke and Pepsi.

Volumes of carbonated soft drink I north America are growing at less than one

present a year. Meanwhile, sports drinks like Gatorade are growing at 15% year.

And bottled water is expending by 26 permanent annually. In a saturated soft drink

market; water is where the growth and money are, according to Herzog. For now,

Pepsi’s Aquafina is beating coke’s Dasani in the water wars. 

11. It’s just the latest front in a battle between hundreds of cock and papsi brands. Diet

coke vs diet pepsi, sprite vs. mountain dew, nestle vs. Lipton Tropicana vs. minute

maid And the list goes on. 

12. But for Pepsi- it’s not all about drinks. Some 60% of it’s profits come from its snack

business. From Fritos to lays to crack jack and Tostitos, Pepsi has virtual monopoly,

with no competition with coca-cola. 

13. “They are going after the younger consumer who purchase a single serve products,

at a convenience store 9-13”, said Todd Stender, who fellows the company at

Crowell Weedon and co.”, and that’s really where the profits are”.

14. Cokes, meanwhile, just scored a big coup by winning the soft drink business at

subway, a fast food chain now bigger that McDonald’s, that had previously served

only Pepsi.

A BRIEF PROFILE OF FLAVOUR AND PAC

Flavor Ingredients Pack Product Company

Cola Cola Flavor carbonated water sugar

200Ml

300Ml

500Ml

1 Litre

1.5 Litre

2 Litre

Coke,

Thrums-up

Pepsi

Coca-Coal

Pepsi

Orange Orange Flavor + Carbonated Water+ Sugar

200Ml

300Ml

500Ml

1 Litre

1.5 Litre

2 Litre

Fanta

Mirinda

Coca-Cola

Pepsi

Fruit Juice

Mango Pulp+ Treated water+ sugar

250 ML Maaza

Slice

Coca-Cola

Pepsi

Cloudy Lemon

Lemon Flavour + Carbonated Water+ Sugar

200Ml

300Ml

500Ml

1 Litre

1.5 Litre

2 Litre

Limca

Mirinda Lemon

Coca-Cola

Pepsi

Clear Lemon

Lemon Flavour+ Carbonated Water + Sugar

200Ml

300Ml

500Ml

1 Litre

1.5 Litre

2 Litre

Sprite

7’Up

Dew

Coca-Cola

Pepsi

RESEARCH METHODOLOGY

HEAD OFFICE (BBL)

INTERNET

PAPERS & RECORDS

The data collected from the above mentioned sources helped me in getting information about

the brief history of COKE Co.

SAMPLING PLAN

Target population of the universe Retailers of Nakatiya,Nariyabal,

Bhindaulia, Rajau, Jerh, Faridpur.

Sampling size 200

Sampling Method Simple Random Sampling

Area of Survey BAREILLY Region

RESEARCH DESIGN

A research design is an arrangement of condition for collection and an analysis of data in a

manner that aims to combine relevance to the research purpose which economy in procedure.

In fact research design is conceptual structural within which research is conducted. It

constitutes the blueprint for the collection, measurement an analysis of data. The data

required in this endeavor includes both primary and secondary data.

EXPLORATORY RESEARCH

Exploratory research are also termed as formulate research studies. The main purpose of

research study is that of formulating a pigation or a developing working hypothesis. The

investigation thus carried out by researcher in Bareilly region is discovering of ideas and

insights.

SAMPLING DESIGN

UNIVERSE

All the items comprising field of the inquiry constitute a universe. The universe in our

research study was no. of retails shop available in Bareilly region.

SAMPLING UNIT

Sampling unit means individual entity or individual retail shop.

SAMPLING SIZE

It means size of the selected sample .In my research project, the size of sample was such that

it represent the universe. Thus the optimal size of the sample is one that fulfills the

requirement of efficiency, representatives, reliability and flexibility.

Predefine Performa for obtaining information. The sales sheet is having the subject such as..

SWOT ANALYSIS   

STRENGTH

1. Coca-cola potential brands position in the market.

2. Good quality and innovation of product for long term customer relationship.

3. Good advertising campaign, and brand ambassador.

4. Advertisement campaign more effective and change punch line make. Emotional

touch with customer and retail.

5. High investment in research and development.

6. Coca-cola has a good market share.

7. Segment of coke product to every age group.

8. To satisfy of retail or through schemes SGA, display.

WEAKNESS

1. Lack of proper distribution in many areas.

2. Lack availability 1 it & 1.5 it product pack.

3. Lack supply of Kinley water in the market.

4. Rising No. of date dealers that will wrong effect in market condition.

5. Retailers are not getting schemes at any time.

6. No distribution enough to retailers.

OPPORTUNITY

1. Coke is able to large market share.

2. More monopoly counters of coke brand.

3. To improve market mix (product, price, promotion, place)

4. To increase the sale on kinley water.

T HREATS  

1. Pepsi is the major competitors, that means watch myopia in the market every time.

2. Pepsi has captured major market of 500ml, 1.5 & 2 it.

3. Retailers divert to Pepsi because they are getting good schemes and SGA signage.

Increase local brand in the Cock’s.

DATA ANALYSIS & FINDING

Data collected from the questionnaire ranks Thums Up as the most preferred soft

drink followed by Coca Cola, Pepsi, Fanta, Mirinda, Limca and others respectively

in that order. The “other” soft drinks mainly include tetrapack fruit juice beverages

such as Frooti, Onjus etc.

Thums Up 26.8%

Coca Cola 24.4%

Pepsi 13.1%

Fanta 12%

Mirinda 11.5%

Limca 9.4%

Others 2.6%

Thums Up Coca Cola Pepsi Fanta Mirinda Limca Others0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

The popularity of Thumbs Up can be attributed to the fact that it already had a

strong market presence even during the times it was with the PARLE SOFT drinks

division before Coca Cola made its entry into India. But even after five years of its

existence in India, Coca Cola has not been able to overtake its sister brand in terms

of market share in Bareilly city.

Taste/flavour and brand image are the two most important factors why Coca Cola

products are purchased with 55.4 % and 44.6 % respondents voting for it.

Market share of Coca-Cola & Pepsi in Bareilly reagion.

MARKET SHARE

COKEPEPSI

Coca Cola’s multi local approach to marketing is designed to meet the needs of the

local consumers. It approaches marketing in a global sense, but works with each

area on a local basis, through a joint partnership between the Coca Cola Company

and the bottlers, which in Bareilly is Associated Beverages Private Limited.

The distribution of Coca Cola products includes the activities of sales, delivery, and

merchandising and local account management. In the conventional sales system the

demand of all retail outlets on a particular route are estimated and a truck is loaded

accordingly. The route sales person discusses with the customers his actual needs at

the business location and unloads the product, stocks the shelves and merchandises

accordingly. The sales person is also responsible for local account management,

which involves managing the financial part of the transaction, developing and

maintaining rapport with the retailer and looking for additional sales opportunities.

By looking for new sales opportunities, the sales person can help the retailer

improve his business. For example, the salesperson might identify opportunities for

the retailer to sell more product or consider what additional products consumers

may want.

Another type of sales technique is called the Advance sell or Pre-sell system. In this

system, a sales person calls on each retailer with the specific purpose of making a

sales call, but does not actually deliver the products. The sales person establishes

rapport with the retailer discusses new sales opportunities and merchandises the

products ordered, usually the following day and does additional merchandising.

The above two systems were direct distribution system. The other form of

distribution system wherein an organization which is not part of Coca Cola system

i.e. the distributor, has control over the elements of distribution viz. delivery,

merchandising and local account management

In Bareilly there are twelve authorized distributors who control the four vital

elements of distribution. Each of these distributors is allotted a fixed number of

empties (i.e. cases with empty bottles).

Suppose a distributor is allotted 1000 empties. The distributor may return say 500

empties and get them filled up. These filled cases are then sent to the retail outlets

within the distributor’s zone of operations. Till the time these cases come back as

empties the other 500 empties are filled up by the bottler and in this way the cycle

goes on.

CONCLUSION

From the analysis of the data, it can be concluded that the market share of Coca-

Cola Is more than the market share of Pepsi. The demand of Coca - Colas product is

More with the comparison of Pepsi product.

Supply of various flavors s not adequate. Flavor likes Limca and Maaza have a high

Customer demand, but their supply is irregular. Competitors are taking advantage of

this Replacement procedure of faulty bottles is very low. It promotes retairs

dissatisfaction.

RECOMMENDATIONS

To rectify the above deficiencies the following suggestions may be

helpful to the company.

The capacity of the bottling plant needs to be increased. But this may not be

feasible keeping in mind the constraints of the company’s financial strength. In that

case, the company should go in for a joint venture with Coca Cola India which will

go a long way in facilitating an increase in the plant capacity or setting up another

plant.

The operations of the distributors should be more closely scrutinized so that they

cannot encroach on others territory. For this a watertight map of the distributor

zones should be made. The distributors should be made accountable for any

deficiency in their respective areas of operation. This will go a long way in ensuring

that no area goes dry for days together and will also promote more product visibility.

Suppliers of carbon dioxide and sugar can be appointed within the state after strict

quality control tests and constant monitoring thereafter. This will go a long way in

cutting down transportation costs and the hassles involved will be eliminated. Also,

this will generate employment for the local masses and the company can earn

goodwill of the public which in turn will inevitably promote sales.

Lapses in communication can be very crucial as in this industry the average time

period from production to consumption can be just a few hours. When a concentrate

of Coca Cola is needed and concentrate for Thums Up comes in, it may result in

Coca Cola vanishing from the market for one day or two. As such this type of

communication lapses has to be avoided at any cost.

It is now high time for the company to chalk out a strategy to battle Pepsi because

all this time Pepsi did not offer any sort of competition to Coca Cola. The company

now need to pull up its socks and start setting its house in order, as Pepsi is about to

make a big entry into the Bareilly market.

LIMITATION

1. The area of study is limited to the merchandising and route productivity aspect of

the system, while the marketing has other crucial area to which were left uncharted.

2. The time period allotted for the study was only of 1 month 18 days , which may

provide a deceptive picture in comparison of the study based on long run.

3. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

4. The success of any survey based upon the quality and integrity of surveyor who

collect the basic data by expressing the subject under the study and the by basic data

by expressing the subject under the study and on the respondents who provide the

data required by filling up the questionnaire the accuracy of the data collected solely

depends upon the cooperation and truthfulness of the person who is being

interviewed.

5. Interaction skill as well as the behavior of the respondents also played as constraints

during the research.

6. Time was major constraint in the study process

7. Dull process and unwilling respondent also affect the result of the study

8. The result of the study is applicable to the survey area only.

9. Some of the retailer could have been raised and could not been achieved the actual

information.

10. It is assumed that the information given by the respondents is authentic and best of

their knowledge.

ANNEXURE

QUESTIONARE FOR RETAILER

Retailer’s Name:

Sex: Age:

Q-1 Do you get delivery in time?

Yes ( ) No ( )

Q-2 Are you happy with the company service?

Yes ( ) No ( )

Q-3 Which of the company you feel has better service?

Coca ( ) Pepsi ( )

Q-4 How many days a takes to delivered the goods?

One to two ( ) More than two days ( )

Q-5 Do you get benefits of daily schemes launched by company?

Yes ( ) No ( )

Q-6 Do you receive the ordered quantity?

Yes ( ) No ( )

Q-7 Do you want salesman to be changed at regular interval?

Yes ( ) No ( )

Q-8 Which flavor is more demanded?

Pepsi ( )

Mirinda orange/Lemon ( )

Mountain Due ( )

Slice ( )

7up ( )

Q-9 Are the Company’s officers visit time to time?

Yes ( ) No ( )

QUESTIONNAIRE FOR CONSUMERS OF SOFT DRINKS

Respondent’s Name

Sex: Age: Occupation:

Please tick your choice or answer wherever necessary:

1. Which is your favorites soft drink?

(a)Coca-Cola (e) Mirinda

(b)Pepsi (f) Limca

(c)Thums Up (g) Others(please specify)

(d)Fanta

2. What makes this soft drink your favourite?

(a)Taste/Flavour (d) Easy Availability

(b)Price (e) Advertisement/promotions

(c)Brand image (f) others (please specify)

3. What form of packaging does your buy most?

(a)1 1/2 Litres carry away per bottle

(b)300 ml bottle

(c)330 ml Can

4. Do you buy your soft drinks daily?

Yes ( ) No ( )

5. In case you do not find your favorite soft drink with your retailer do you buy

anyother alternative?

6. How does your retailer explain the non-availability of your favorites soft drink?

7. Which is your favorite soft drink advertisement?

Please specify where you saw it?

8. Television advertisements play a major role in the buying process of soft drinks?

(a) Strongly agree (b) Agree (c) Neutral (d) Disagree

(e) Strongly disagree

9. Can you suggest improvements to make your favorite soft drinks even better?

BIBLIOGRAPHY

Sites

www.cocacola.com

www.pepsico.com

The Times of India

The Telegraph

The Economic Times

Advertisement on coke products.

Advertisement on Pepsi product.

Consulted Libraries

American Library

British Library

Consulted Books

Research for marketing Decision by P. Green, D.S. Tull, G. Albaum

Marketing Management -Phillip Kotler.A