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A

Research Report

On

ROUTE TO MAP CORRECTION

Submitted In Partial Fulfilment for the Requirements

For the Award of Master of Business Administration

UNDER THE GUIDANCE OF: SUBMITTED BY:

Mr. Vibhore Khandelwal Sukhvant Singh

(FACULTY) MBA. 4th SEM.

Lloyd Institute Of Management And Technology

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ACKNOWLEDGEMENT

Accomplishment of tasks and objective is achieved by guidance and

blessings of elders, teachers, nears and dears and of course by the grace of

Almighty. It is a great opportunity for me to register my acknowledgements to all

of them.

It has been a profound privilege for me to have an opportunity to work under

Mr. Vibhore Khandelwal, Faculty of Business Management.

I wish to acknowledge my deep sense of gratitude to all faculty of MBA

Department for accomplishment of this Research report as well as for every sphere

pertaining to successful occupation of this course.

Finally, I pay my regards to all, who directly or indirectly helped in collection,

compilation, editing and other related works for accomplishment of this

project study.

At last, I also thank the employees of COCO COLA for assisting me in the

timely completion of project.

Sukhvant Singh

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DECLARATION

I, Sukhvant Singh, do hereby declare that the summer internship project report

submitted by me for the partial fulfillment of requirement for the MBA ofLloyd

Institute of Management and TechnologyGreater Noida. This has not been

submitted to any other university/ institution for the reward of any degree/ diploma

certificate.

Sukhvant Singh

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CHAPTER 1:

INTRODUCTION

HISTORY OF THE COCA-COLA COMPANY

HISTORY OF BOTTLING

MISSION, VISION & VALUES

INDIA: OURHISTORY IN INDIA

RE-LAUNCH

INTRODUCTION

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Coke would rather be long term wiser, than being short term smarter

Abraham Ninan

Director External Affairs,

Coca-Cola, India.

COCA COLA ENTERPRISES INC

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTER : ATLANTA, GEORGIA,

U.S.A.

CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLIAN USD

OPERATING INCOME : $1.495 BILLIAN USD

NET INCOME : $1.143 BILLIAN USD

EMPLOYEES : 73,000 (APPROX

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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 beverage concentrates and syrups to bottling

and canning operators, distributors, fountain retailers and fountain

wholesalers. The Companys beverage products comprises of bottled

and canned soft drinks as well as concentrates, syrups and not-ready-

to-drink powder products. In addition to this, it also produces and

markets sports drinks, tea and coffee. The Coca- Cola Company began

building 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 global scale: Provide

a moment of refreshment for a small amount of money- a billion times

a day.

The Coca-Cola Company and its network of bottlers comprise the most

sophisticated and pervasive production and distribution system in the

world.

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More than anything, that system is dedicated to people working long and hard to

sell the products manufactured by the Company.

This unique worldwide system has made The Coca-Cola Company the worlds

premier Soft-drink enterprise. From Boston to Beijing, from Montreal

to Moscow, Coca-Cola, more than any other consumer product, has

brought pleasure to thirsty consumers around the globe. For more than

115 years, Coca-Cola has created a special moment of pleasure for

hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this

by working with its business partners to deliver satisfaction and value

to consumers through a worldwide system of superior brands and

services, thus increasing brand equity on a global basis. They aim at

managing their business well with people who are strongly committed

to the Company values and culture and providing an appropriately

controlled environment, to meet business goals and objectives. The

associates of this Company jointly take responsibility to ensure

compliance with the framework of policies and protect the Companys

assets and resources whilst limiting business risks.

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HISTORY OF THE COCA-COLA COMPANY

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year

1886 in Atlanta, Georgia when he concocted caramel-colored syrup in

a three-legged brass kettle in his backyard. He first distributed the

product by carrying it in a jug down the street to Jacobs Pharmacy

and customers bought the drink for five cents at the soda fountain.

Carbonated water was teamed with the new syrup, whether by

accident or otherwise, producing a drink that was proclaimed

delicious and refreshing, a theme that continues to echo today

wherever Coca-Cola is enjoyed.

Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name

and penned Coca-Cola in the unique flowing script that is famous

worldwide even today. He suggested that the two Cs would look well

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in advertising. The first newspaper ad for Coca-Cola soon appeared

in The Atlanta Journal, inviting thirsty citizens to try the new and

popular soda fountain drink. Hand-painted oil cloth signs reading

Coca-Cola appeared on store awnings, with the suggestions Drink

added to inform passersby that the new beverage was for soda

fountain refreshment.

By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,

Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden

kegs. Red has been a distinctive color associated with the soft drink

ever since. For his efforts, Dr. Pemberton grossed $50 and spent

$73.96 on advertising. Dr. Pemberton never realized the potential of

the beverage he created. He gradually sold portions of his business to

various partners and, just prior to his death in 1888, sold his remaining

interest in Coca-Cola to Asa G. Candler, an entrepreneur from

Atlanta. By the year 1891, Mr. Candler proceeded to buy additional

rights and acquire complete ownership and control of the Coca-Cola

business. Within four years, his merchandising flair had helped

expand consumption of Coca-Cola to every state and territory after

which he liquidated his pharmaceutical business and focused his full

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attention on the soft drink. With his brother, John S. Candler, John

Pembertons former partner Frank Robinson and two other associates,

Mr.Candler formed a Georgia corporation named the Coca-Cola

Company. The trademark Coca-Cola, used in the marketplace since

1886, was registered in the United States Patent Office on January 31,

1893. The business continued to grow, and in 1894, the first syrup

manufacturing plant outside Atlanta was opened in Dallas, Texas.

Others were opened in Chicago, Illinois, and Los Angeles, California,

the following year. In 1895, three years after The Coca-Cola

Companys incorporation, Mr. Candler announced in his annual report

to share owners that Coca-Cola is now drunk in every state and

territory in the United States.

As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A

new building erected in 1898 was the first headquarters building

devoted exclusively to the production of syrup and the management of

the business. In the year 1919, the Coca-Cola Company was sold to a

group of investors for $25 million. Robert W. Woodruff became the

President of the Company in the year 1923 and his more than sixty

years of leadership took the business to unsurpassed heights of

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commercial success, making Coca-Cola one of the most recognized

and valued brands around the world.

HISTORY OF BOTTLING

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a

glass. Early growth was impressive, but it was only when a strong

bottling system developed that Coca-Cola became the world-famous

brand it is today.

YEAR WISE HISTORY OF BOTTLING:

Year 1894: A modest start for a bold idea

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In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain

beverage called Coca-Cola impressed the store's owner, Joseph A.

Biedenharn. He began bottling Coca-Cola to sell, using a common

glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs

Candler, who owned the Company. Candler thanked him 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

Two young attorneys from Chattanooga, Tennessee believed they could build a

business around bottling Coca-Cola. In a meeting with Candler,

Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive

rights to bottle Coca-Cola across most of the United States for a sum

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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 and sold bottling

rights to local entrepreneurs. Their efforts were boosted by major

progress in bottling technology, which improved efficiency and

product quality. By 1909, nearly 400 Coca-Cola bottling plants were

operating, most of them family-owned businesses. Some were open

only during hot-weather months when demand was high.

Year 1916: Birth of the Contour Bottle

Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with

imitators. A group representing the Company and bottlers asked glass

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manufacturers to offer ideas for a distinctive bottle. 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 the U.S. Patent Office. Today, it is one of

the most recognized icons in the world.

In the 1920s: Bottling overtakes fountain sales

As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the

U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons

were a huge hit starting in 1923. A few years later, open-top metal

coolers became the forerunners of automated vending machines. By

the end of the 1920s, bottle sales of Coca-Cola exceeded fountain

sales.

In the 1920s and 1930s: International expansion

Led by Robert W. Woodruff, chief executive officer and chairman of the Board,

the Company began a major push to establish bottling operations

outside the U.S. Plants were opened in France, Guatemala, Honduras,

Mexico, Belgium, Italy and South Africa. By the time World War II

began, Coca-Cola was being bottled in 44 countries.

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In the 1940s: Post-war growth

During the war, 64 bottling plants were set up around the world to supply the

troops. This followed an urgent request for bottling equipment and

materials from General Eisenhower's base in North Africa. Many of

these war-time plants were later converted to civilian use,

permanently enlarging the bottling system and accelerating the growth

of the Company's worldwide business.

In the 1950s: Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-the

traditional 6.5 ounce Contour Bottle, or larger servings including 10,

12 and 26 ounce versions. Cans were also introduced, becoming

generally available in 1960.

In the 1960s: Introduction of new brands

Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and

Mello Yello were added in the 1970s. The 1980s brought diet Coke

and Cherry Coke, followed by PowerAde and Fruitopia in the 1990s.

Today scores of other brands are offered to meet consumer

preferences in local markets around the world.

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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 into international mega chains.

Such customers required a new approach. In response, many small and medium-

size bottlers consolidated to better serve giant international customers.

The Company encouraged and invested in a number of bottler

consolidations to assure that its largest bottling partners would have

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 were closed or

underdeveloped for decades. After the fall of the Berlin Wall, the

Company invested heavily to build plants in Eastern Europe. As the

century closed, more than $1.5 billion was committed to new bottling

facilities in Africa.

21st Century: Coca-Cola today

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The Coca-Cola bottling system grew up with roots deeply planted in local

communities. This heritage serves the Company well today as

consumers seek brands that honor local identity and the

distinctiveness of local markets.

MISSION, VISION & VALUES

Our mission, vision and values outline who we are, what we seek to achieve, and

how we want to achieve it. They provide a clear direction for our

Company and help ensure that we are all working toward the same

goals.

Everything we do is inspired by our enduring

Mission:-

To Refresh the World...in body, mind, and spirit.

To Inspire Moments of Optimism...through our brands and our actions.

To Create Value and Make a Difference...everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:-

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People: Being a great place to work where people are inspired to be the best they

can be.

Planet: Being a responsible global citizen that makes a difference.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and

satisfy peoples' desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities.

We are guided by shared Values that we will live by as a company and as

individuals:-

Leadership: The courage to shape a better future

Passion: Committed in heart and mind

Integrity: Be real

Accountability: If it is to be, it's up to me

Collaboration: Leverage collective genius

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Innovation: Seek, imagine, create, delight

Quality: What we do, we do well

India: Our History in India

Coca-Cola India has made significant investments to build

and continually improve its business in India,

including new production facilities,

wastewater treatment plants, distribution

systems and marketing equipment. During the past decade, The Coca-

Cola System has invested more than US $1 billion in India, making

Coca-Cola one of the countrys top international investors and in

2003, Coca-Cola India pledged to invest a further $100 million in its

operations.

The Coca-Cola System in India includes 24 Company-owned bottling operations

and another 25 franchisee-owned bottling operations that directly

employ 5,500 local people and create jobs for another 150,000.

Virtually all the goods and services required to produce and market Coca-Cola

products locally including our Kinley water brand launched in 2000,

Shock, an energy drink launched in 2001, and Sunfill, our first

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powdered concentrate, also launched in 2001 are made in India,

ensuring that the benefits of such enterprises remain in the local

communities in which they operate. For as long as weve been in

India, The Coca-Cola Company and our independent bottlers have

been engaged at the international, national and community levels to

support programs that protect the environment, conserve water,

promote education, and provide healthcare.

Re-launch

Despite its strong overall equity, the brand was losing its popularity among the

core cola drinking age group of 12 to 25 year olds, partly due to nil

advertising.

Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would

benefit more than Coke if Thums Up was withdrawn from the market.

Instead, Coke decided to use Thums Up to attack Pepsi. The Coca-

Cola Company by this time had about 60.5% share of the Indian soft-

drink market [1] but much to its dismay found out that if it took out

Thums Up, it would remain with only 28.72% of the market

(according to a report by NGO Finance&Trade in India), hence it once

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again dusted out the Thums Up brand and re-launched it targeting the

30 to 45 year olds.

The brand was re-positioned as a manly drink, drawing on its strong taste

qualities. Known to be a strong drink with more power packed into it

than other colas, it was a favorite in Rum based Cocktails, as in rum

and Thums Up. Thums Up kick-started an aggressive campaign

directly attacking Pepsis TV ads, focusing on the strength of the drink

hoping that the depiction of an adult drink would appeal to young

consumers. Grow up to Thums Up was a successful campaign. The

brands market share and equity soared. The brand was unshakeable

and Coca-Colas declaration that Thums Up was Indias premier cola

brand in terms of market share did not surprise many.

Other campaigns from Thums Up build on its strength and its perception as a

macho drink. Ads showing the Thums Up man, riding through the

desert in search of a cantina that sells Thums Up rather than drink

another cola, stuck in the minds of many Indians and caught the

imagination of youngsters who want to be seen as men.

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CHAPTER 3:

MARKET SHARE

ORGANISATIONAL CHART OF ADVANCE SALES & SERVICES PVT.

LTD.

PRODUCT RANGE

COCA COLA SLOGANS

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MARKET SHARE

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent

share in the carbonated soft drinks segment, 36 per cent share in fruit

drinks segment and 33 per cent share in the packaged water segment.

In 2011, Coca-Cola sold 7 billion packs of its brands to more than 230 million

consumers across 4,700 towns and 175,000 villages. The company has

doubled its volumes and trebled its profits between 2011 and 2012.

Coca-Cola continues to re-affirm its commitment to India through active

Citizenship Efforts. All its plants in India partner with local NGOs

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to alleviate local community issues in numerous small ways. It boasts

of impeccable credentials on quality.

Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with

entrenched beverage consumption habits tea, nimbu-paani

(lemonade) and a fragmented and geographically dispersed retail

market, and a high tax environment.

ORGANISATION CHART of ADVANCED SALES AND SERVICES PVT.

LTD.

DIRECTOR

General Manager

Depot Incharge

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Marketing Execution Manager

Sales Trainer

Sales Executive & Market Developers

PRODUCT RANGE

Coca-Cola serves in India some of the most recalled brands across the world,

which includes names such as Coca-Cola, Diet Coke, Sprite, Fanta,

along with the Schweppes product range. The acquisition of Thums

Up brought some of the leading national soft drinks like Thums Up,

Limca, Maaza, Citra and Gold Spot under its umbrella. To add to this,

Kinley mineral water was launched in the year 2000.

Thumps up:-

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It is a leading carbonated soft drink and most trusted brand in India it was

introduced in 1977, thumps up was aquired by the coca cola company

in 1993. It is known for its strong, fizzytaste and its confident, mature

and uniquely masculine attitude. This brand clearly seeks to separate

the men from the boys.

Coca-Cola:-

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Coca-Cola is the most popular and biggest-selling soft drink in history, as well as

the best-known product in the world. Coca-Cola was introduced in

1886, patented in 1887, registered as a trademark in 1893 and by 1895

it was being sold in every state and territory in the United States.

Today, you can find Coca-Cola in virtually every part of the world.

Sprite:-

Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink.

Sprite is sold in more than 190 countries and ranks as the No. 4 soft

drink worldwide, with a strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches

your thirst. But Sprite also has an honest, straightforward attitude that

sets it apart from other soft drinks. Sprite encourages you to be true to

who you are and to obey your thirst.

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Limca:-

This thirst-quenching beverage features a fresh,light lemon-

lime taste and fun-loving attitude.It's a home-

grown, national treasure in India,Where it was

acquired by The Coca-Cola CompanyIn1993.

Limca continues to build a loyal following among young adults who

love the lighthearted way It complements the best moments of their

lives.

Fanta:-

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Available in Europe since the 1940s, Fanta was introduced in the United States in

1960. Consumers around the world, particularly teens, fondly

associate Fanta with happiness and special times with friends and

family. This positive imagery is driven by the brand's fun, playful

personality, which goes hand in hand with its bright color, bold fruit

taste and tingly carbonation.

Coca Colas Maaza Very Popular:-

Maaza was launched in 1976, a drink that

offered the same real taste of

fruit juices and was available

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throughout the year. In 1993, Maaza was acquired by Coca Cola

India. Maaza currently, dominates the fruit drinks industry. Over the

years, Maaza has become synonymous with mango. The drink became

a hit with successful advertisement 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. With the real fruit taste kids love, plus added

calcium, Maaza's tagline, "Yaari-Dosti Taaza Maaza," means

"friendship moments With fresh Maaza in Hindi.

Minute Maid Pulpy Orange:-

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Minute Maid has been making orange juice for over 50 years and has a heritage of

innovation, quality and nutrition. Minute Maid has the longest history

of marketing orange juice with calcium, and was the first to nationally

launch orange juice with calcium plus vitamin D, low acid orange

juice, orange juice with vitamins C and E plus Zinc, and orange juice

with naturally sourced plant sterols.

Minute maid pulpy orange juice has been a comparatively new entry in a market

already exploding with beverages, fruit juices, aerated drinks etc.

The juice has got a little orange pulp to chew on while gulping mouthfuls of juice.

The best feature in this is that it is very refreshing (as fresh orange

juice usually is) without being an aerated drink Containing. Also it is

not bitter like many other leading orange juices available in the

market. It has got the right amount of sweetness to not leave a sickly

sweet taste on your tongue.

Kinley Mineral Water:

Kinley is a high quality bottled water processed with added

minerals popular among adults who seeks a

better quality of life and a healthy lifestyle.

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Kinely water understand the importance and value of this life giving

force. It 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.

Coca cola slogans:

1886 - Drink Coca-Cola.

1891 - The Ideal Brain Tonic./The Delightful Summer-Winter beverage.

1904 - Delicious and refreshing.

1917 - Three million a day.

1922 - Thirst knows no season.

1932 - Ice-cold sunshine.

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1942 - The only thing like Coca-Cola is Coca-Cola itself.

1952 - What you want is a Coke.

1963 - Things go better with Coke.

1971 - I'd like to buy the world a Coke.

1982 - Coke is it!

1993 - Always Coca-Cola.

2000 - Enjoy.

2001 - Life tastes Good.

2003 - Real.

2006 - The Coke Side of Life

2007 - Live on the Coke Side of Life

2012 - Open Happiness

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CHAPTER 4:

OBJECTIVES OF THE PROJECT

SCOPE OF THE PROJECT

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

RTM ROUTE TO MARKET CORRECTION

OBJECTIVES OF RTM ROUTE TO MARKET CORRECTION

BENEFITS / LEARNING

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OBJECTIVES OF THE PROJECT

To determine the market share of coca-cola company

To know about the retailers wants in terms of product selling.

To know effectiveness of the pre-sell distribution strategy in the market.

Visi coolers survey in the markets of Lucknow region.

Ensuring the visibility of product.

Ensuring the availability of products in outlets.

To know whether the outlets get the scheme or not.

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SCOPE OF THE PROJECT

Scope of the study for Coca-Cola by this study, the company will come to

know:-

Through this study company can know its growth.

This study will also help to the company to know about their new concepts

position in the market.

This study will also help to the company to know about its promotional

activities.

Through this study company will know about the availability of its products

in the market.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

COCA COLA COMPANY HAS SEVEN BRANDS. All of them are

manufactured at M/S BRINDAVAN BOTTLERS. Each brand has its

own flavors content. These are bottled at M/S BRINDAVAN

BOTTLING PLANTS near BARABANKI and supplied in Lucknow

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city by M/s ADVANCE SALES & SERVICES (P) LTD., marketing

unties of BRINDAVAN BOTTLERS.

Marketing is getting right goods and service at right time and right place to right

people at right price with right communication.

The comprehensive marketing activity at lucknow marketing service is controlled

by Mr.Rajeev Saxena (G.M.) Mr B.K. srivastava (sales manager),

Mr.Deepak verma (distribution manager).today consumers have

different measurement to buy above which has a smaller self-life. The

major market of soft drink is under the grab of local distributions,

which provides the innocent consumers all the sort of connections.

RTM ROUTE TO MAP CORRECTION

(SALES & DISTRIBUTION MANAGER)

AREA: LUCKNOW

CLUSTER:

CHINHAT

CHARBAGH

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KHURRAM NAGAR

WHAT IS RTM ROUTE TO MAP CORRECTION?

Route to map is a technique and survey method by which we can identify and

analyze the current market retailers and wholesalers location in a

particular location or cluster.

DEPOT- KHURRAM-NAGAR.

ROUTE NAME NO. OF OUTLETS

NISHATGANJ 125

VIKAS-NAGAR 119

TRANS-GOMTI 90

ALIGANJ 118

JANKIPURAM I 90

JANKIPURAM II 85

KALYANPUR 84

NEW-HYDRABAD 114

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INDIRA NAGAR 11

DEPOT - CHINHUT

ROUTE NAME NO.OF OUTLETS

HAZRATGANJ 42

LALBAGH 1st 88

LALBAGH 2nd 76

H.AL./FAIZABAD ROAD. 113

GOMTI-NAGAR.1st 105

GOMTI-NAGAR 2nd 89

GOMTI-NAGAR 3rd 61

NARAHI 105

SADAR 47

CANTT 51

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DEPOT CHARBAGH.

ROUTE NAME NO.OF OUTLETS

CHAARBAGH -I 112

CHAARBAGH II 103

ALAMBAGH 125

V.I.P.ROAD/LDA 95

BANGLABAZAR 99

BULAKIADDA 75

AISHBAGH 107

JAILROAD 100

MAWAIYA 112

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OBJECTIVES OF RTM ROUTE TO MAP CORRECTION

To identify the market potential.

To enhance the better distribution setup.

To increase the sales

To facilitate better approach for salesperson

To control the cost of distribution

Better logistics and chain supply

Analysis of consumption pattern

To know the purity of brand order

Dealer and wholesalers relationship and problem relationship

Comparative analysis of coca cola and Pepsi

Display of banner, glowing sign, DPS, hoardings for advertisement.

Demand n supply analysis for next year.

Estimating future sales and distribution efforts

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Collection/details of existing retailers

BENEFITS / LEARNING

Understand the importance of RTM

Better interpersonal skills

Market search

Handling queries with dealers, wholesalers, retailers.

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CHAPTER 5:

RESEARCH METHODOLOGY

CHOICE OF RESEARCH DESIGN AND ALTERNATIVES

DATA COLLECTION METHODRIMARY DATA

SECONDARY DATA

PRIMARY SOURCES:-

PERSONAL INTERVIEWING

SURVEY METHOD

QUESTIONNAIRE METHOD

SECONDARY SOURCES:-

RESEARCH INSTRUMENT USED:-

SAMPLING TECHNIQUE USED AND SAMPLE SIZE

FIELD WORK- METHOD USED FOR DATA COLLECTION

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RESEARCH METHODOLOGY

CHOICE OF RESEARCH DESIGN AND ALTERNATIVES

Research design is the conceptual structure within which research is conducted. It

constitutes the blue print for the collection, measurement and analysis

of data. Research design is purely and simply the framework to ensure

that the required data are collected accurately and economically. A

good research design has following characteristics:

Problem Definition

Specific method of data collection and analysis

Time required for research project

Estimation of expenses to be concerned

I have used Exploratory Research Design for my study. The reason for using this

design is that there is a less experience and knowledge about the

market and the main emphasis during the research was to discover

ideas regarding awareness level of people, therefore I wanted to use a

design which is flexible.

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Exploratory Research Design was perfect for such research and it provided me the

opportunity for considering various other aspects related to my study.

DATA COLLECTION METHOD

PRIMARY DATA

It was collected through the survey conducted. The questionnaire was prepared and

asked to answer by the retailers. They were also personally

interviewed. The data collected was totally original and did not exist

before. The data was flexible and reliable too.

Advantages:-

Get comprehensive and original information

Convenient to respondents

Information are primary mode

Disadvantages:-

Often takes much time

Info may be incomplete

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Need to be quite clear about what looking for

SECONDARY DATA

The data which already exist in the nature is called secondary data it provides a

slating point for research and offers the advantages of low cost and

ready availability.

The historic literature and other regarding the company profile and strategic

planning were taken from secondary sources like internet.

Advantages:-

Doesnt interrupt program or clients routine program

Information already exist

Less costly

Disadvantages:-

Information may be incomplete.

Not flexible means to get data, data restricted to what already exists.

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PRIMARY SOURCES

PERSONAL INTERVIEWING

This method is used when you want to understand someone's buying behavior

pattern, or learn more about their answers to questionnaires.

Advantages:-

Get full range and depth of information

Develops relationship with person

Can be flexible with customers

Disadvantages:-

Can take much time

Can be hard to analyze and compare

Can be costly

Responses may be bias

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SURVEY METHOD

When need to quickly and / or easily get lots of information from people in a non-

threatening way.

Advantages:-

Inexpensive to administer

Easy to compare and analyze

Administer to many people

Can get lots of data

Disadvantages:-

Might not get careful feedback

Are impersonal

In surveys, may need expert opinion

Doesnt get full information of consumer buying behavior

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QUESTIONNAIRE METHOD

This method of data is quite popular. A questionnaire consists of a number of

questions printed in definite order on a form. The respondents have to

answer them on their own. I constructed a questionnaire containing 12

questions related to my objective of the project. It is enclosed in the

reports.

Advantages:-

The responses are gathered in a standardized way, it is in close-ended form.

Generally it is relatively quick to collect information.

However in some situations they can take a long time not only to design but

also to apply and analysis.

Disadvantages:-

Questionnaires are standardized so it is not possible to explain any points in

the questions that participants might misinterpret.

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Respondents may answer superficially especially if the questionnaire takes a

long time to complete.

Respondents may not be willing to answer the questions. They might not

wish to reveal the information or they might think that they will not benefit

from responding perhaps even be penalized by giving their real opinion.

SECONDARY SOURCES:-

The data was collected through internet.

RESEARCH INSTRUMENT USED:-

In this project questionnaire method is used to collect data due to following

reasons:-

Written questionnaires are more cost effective as the number of research questions

increases.

Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys

can be easily done with many computer software packages.

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Questionnaires are familiar to most people. Nearly everyone has had some

experience completing questionnaires and they generally do not make

people apprehensive.

Questionnaires reduce bias. There is uniform question presentation and no

middleman bias. The researchers own opinions will not influence the

respondent to answer questions in a certain manner.

There are no verbal or visual clues to influence the respondent.

Questionnaires are less intrusive.

SAMPLING TECHNIQUE USED AND SAMPLE SIZE

I have used multi stage sample technique.

Area sampling is used, i.e. retailers were selected from Lucknow

Sample size :- 3093 retailers and wholesalers.

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FIELD WORK- METHOD USED FOR DATA COLLECTION

I have visited all the retail shops to collect the data.

METHOD FOR DATA COLLECTION

Questionnaire method was used for data collection. Quite often questionnaire is

considered as the heart of research. Hence it should be carefully

constructed.

Questionnaire include:-

Dichotomous question

Multiple choice questions

Ranking based question

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CHAPTER 6:

DATA PRESENTATION

CHOICE OF RESEARCH DESIGN AND ALTERNATIVES

DATA ANALYSIS

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DATA PRESENTATION

Data presented by - Pie charts, bar charts, percentage calculation.

CHOICE OF RESEARCH DESIGN AND ALTERNATIVES

Research design is the conceptual structure within which research is conducted. It

constitutes the blue print for the collection, measurement and analysis

of data. Research design is purely and simply the framework to ensure

that the required data are collected accurately and economically. A

good research design has following characteristics:

I have used Exploratory Research Design for my study. The reason for using this

design is that there is a less experience and knowledge about the

market and the main emphasis during the research was to discover

ideas regarding awareness level of people, therefore I wanted to use a

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design which is flexible. Exploratory Research Design was perfect for

such research and it provided me the opportunity for considering

various other aspects related to my study.

DATA ANALYSIS

Q1-AVAILABILITY OF PRODUCT THROUGH INTERMEDIARIES

INTERPRETATION

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According to the graph it is clear that maximum shop keeper take products from

the distributor which is 92% where as only 08% shop keeper

purchases products from wholesale market.

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2-TYPE OF CHILLING EQUIPMENT USED BY THE

OUTLETS

INTERPRETATION

From the above graph its clear that in most of the outlets there is vi-si-cooler

which is 75% where as only 15% outlets has OYA(Own Your Assets).

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3- LEADING BRAND OF THE COCA-COLA COMPANY

ACCORDING TO THEIR PREFERENCES

INTERPRETATION

According to the graph it is clear that THUMS UP is the most preferred brand that

is 41% where as MMPO (Minute Maid Pulpy Orange) and LIMCA

are the least preferred brands among the consumers which is only 3%

and 2%.

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4-HOW MUCH OUTLETS HAS THE VISIBILITY OF PRODUCTS

INTERPRETATION

From the above graph it is clear that-

58% shops were having banner.

35% shops were having Rack.

25% shops were having Flange.

42% shops were having Posters and

36% shops were having other items.

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5- MARKET SHARE OF COCA-COLA COMPANY COMPARING WITH

PEPSI COMPANY

INTERPRETATION

From the above graph it is clear that the market share of COKE is 71% as compare

to PESPI which is 29%.

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6-RETAILERS VIEWS REGARDING THE SERVICES OF COCA-COLA

INTERPRETATION

85% outlets are satisfied by the services of coke where as only 5% outlets are not

satisfied by its services.

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7-THE MONTHLY SALES OF BOTH THE COMPANIES FOR PRODUCTS

IN THE MONTH OF JUNE

Coke's JuicesPepsi Juices

974

712

0

200

400600

800

1000

QTY

MONTHLY SALES OF JUICES

ANALYSIS:

From the above graph it can be interpreted that monthly sale of Cokes juices is

more as compared to Pepsis.

Monthly sale of Cokes juices is near about 974 carats & of Pepsi juice is near

about 712 carats.

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8-THE CUSTOMER PREFERS THE MOST (GIVE RANKING)

Tetra Pack (200 ml) ( )

250 ml ( )

500 ml ( )

1 Litre ( )

Tetra PackPreference

33%

250(ml)preference

31%

500(ml)preference

24%

1(l) preference13%

Pack Preference

Tetra PackPreference

250(ml) preference

500(ml)preference

1(l) preference

A

ANALYSIS: From the above analysis: -

1st Rank :- Tetra pack(200 ml)

2nd Rank :- 250 ml

3rd Rank :- 500 ml

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4th Rank :- 1 Litre

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9 - BRAND IS MORE PROFITABLE FOR YOU TO SELL?

Coke

Fanta

Sprite

Maaza

Minute made pulpy

Thumb sup

Profitability

frooti

43%

others1%

slice+tropicana

15%maaza+pulpy

orange

41%

appy fizz0%

maaza+pulpy orange frooti slice+tropicana appy fizz others

ANALYSIS:

Out of the surveyed outlets most of the retailers said that Frooti was more

profitable to them with 43% share.

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The least profitable to them was appy fizz.

10-THE SALESMAN OF ALL COMPANIES FREQUENTLY VISIT

OUTLET

a) Yes b) No

FREQUENT VISIT OF THE SALESMAN

YES

92%

NO

8%

YES

NO

ANALYSIS:

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Near about 92% retailers agreed that salesmen of other companys visit their

outlets. Only 8% retailers disagreed with the question.

11-THE FREQUENCY OF VISIT OF SALESPERSON OF COKE TO YOUR

OUTLET

a) Daily b) Weekly c) Fortnightly d) Monthly

0

40

0

25

0

15

0

10

0

10

20

30

40

Analysis:-

Near about 40% of outlets in cluster is visited daily only 10 % outlets are there

where reach of cokes salesperson is very low that is once in a monthly.

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CHAPTER 7:

SWOT ANALYSIS

FINDINGS

CONCLUSION

SUGGESTIONS

LIMITATIONS

The SWOT analysis is been done on the COCA-COLA Company and

following things has been preferred in terms of company.

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STRENGTHS

Strong brand name.

Effective and efficient management.

Adaptability with changing market trend and demand.

Strong market strategy.

Strong distribution channels.

MMPO - healthy.

WEAKNESS

Lack of proper sales man training.

Problems in the frequency of the delivery of goods.

OPPORTUNITIES

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Diversification of juice products.

With growing juice market so handsome opportunity to increase

sales and capture market.

THREATS

Change in taste of people.

More competitors.

Unpredictable market conditions.

FINDINGS

The most popular flavor in the market is THUMS UP.

COCA - COLA is market leader and PEPSI is the market challenger in the

whole market where I have surveyed.

From the COCA-COLA products THUMS UP and the PEPSI products

DEW is the highest selling the market.

In some areas of market the supply of PEPSI is better than COCA - COLA.

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In the case of the mineral water AQUAFINA is selling more than KINLEY.

I have found that a retailer gives more preference to the COCA-COLA

products like THUMS UP, MAZZA, SPRITE and FANTA.

In the case of the scheme PEPSI is providing more schemes than the

COCA-COLA.

Sales have increased after locating visi-cooler outside of outlets.

The company new concept Pre-sell got the good response mean the

concept of Pre-sell is prefers by the retailers.

According to this survey in 80% outlets Pre-sell responded well while in

20%

outlets responds was low.

The new products of COCA-COLA, Minute maid has a big flop in the

Lucknnow City.

The company has introduced a 1.25 lts. pack for the lower class family.

The store is categorized on the basis of their sales, it mean Diamond, Gold,

Silver.

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Retailers do not get the company's actual schemes.

Some sales man does not make bills for the retailers.

If retailers complaints regarding discounting and schemes then he is not

responded properly.

There is a tough competition between the major brands of soft drinks

companies in the market namely Coca Cola and Pepsi.

Frooti and Maaza were available on all the outlets which I have covered.

Pepsi provides very liberal credit facilities to the retailer where as Coke

doesnt provide such facilities.

Some of the retailers said that the sale of all the juices are equal as per the

customers taste and preferences.

The findings made conclusion that Frooti and Slice are also giving tuff

competition as far as other juices are concerned.

Retailers have also appreciated the Distribution services of Coke products.

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Pepsi provides a better promotional schemes and services as compared to

Coca Cola.

There is less advertisement of Maaza at the point of purchase.

Customers are buying Maaza because of its great taste and also of better

quality with reasonable price.

There is a less display of Maaza on the outlets.

Company has given less emphasis on hoardings, boards and banners of its

products..

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CONCULUSION

Every thing in this world is made to utilize properly but it should be reach at the

proper person or to the proper utilized areas. Otherwise the value

added to those things became in vein. As there is a prove "far from

eye, far from heart" thus marketing role plays a very important role in

achieving the objectives of a company, undoubtly, value utility is

created by the manufacture of products or service but time and place

utilities are created by marketing role, according to Drucker, "both the

market and the distribution channels are often more crucial than the

products", they are primary : the products is secondary. in an economy

like that of India, where marginal shortages can lead to

disproportation distortion in prices,a dependable and efficient

distribution system creates a value adds to all most all products.

All from the above study not withst anding its restructing efforts pepsi is still far

away with its great competition like coke.

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SUGGESTIONS

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their

suggestions or complaints about service or product so that necessary action

can be taken.

Review meeting should be often held so that the working pattern of the

executives can be checked and improved if needed.

Company representatives should visit retailers and should make a long -

term relationship with retailer so that they can push the product.

Since customers are value maximizes and their expectation to this brand is

high, as the brand image shows their quality is supervene so the company

should also take feed back at time to time. By this they can make their brand

loyal.

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Distributers should be convinced to pass the incentives to the retailers so that

they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high

sales volume.

Cash discount should be competitive and luring.

Try to continue the good image of the outlets by keeping more and more

good quality in services. By this the monopoly will continue with Coke

products.

Company should attains on small outlets so there sales can increase.

Aggressive selling is required by Coke. Visibility of the brand should be

more, therefore hoardings, posters, glow signs should be provided to the

retailers.

The company should come up with better promotional schemes and services.

The company should also have to concentrate on competitive rates and

schemes of their competitors.

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If the retailer gets some money then they will work hard to increase the sale

of the product in the market.

The company should launch more new flavors and brands in juices.

To attract more and more customers constant upgrading and improving of

the products must be done in order to compete with their competitors.

The company should follow the Push Strategy and Just Noticeable

Difference (JND) in order to increase its sale.

Promises made by the company or any employee should be fulfilled timely.

For marketing strategy of company should divers it business in related this

sector Like - Ice creams, butter & chocolates because of company have visi

coolers in mostly outlets.

Now company should launch new taste of soft drinks like recently launched

Minute Maid & also launched new product in another flavour.

Company should search area for increasing in sales.

In winter Season Company gives discount & schemes to retailers so they sell

more our product.

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Company must make new strategy to fight local cold drinks brands.

Company should give new dealership on small towns.

Try to decrease the price of commodity in competition of Pepsi.

Company should try to maintain manpower.

LIMITATIONS

The study is only confined to retailers and so the preferences of actual

consumers could not be taken.

A busy schedule of dealers/ retailers also makes the collation of information

a very difficult one.

Non co-operative behavior of respondent was a big problem in this survey.

The retailers may or may not reveal the true informations.

Time factor acted as a big constraint because it is too difficult to cover all

the outlets.

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Maximum effort was made to survey each outlet but some of the outlets may

be missed.

Sometimes the right person was not at the place so it was difficult to get any

information related with my project.

Sometimes some respondents were not in full mood to give the answers of

our questions so some of the answers may not be exact.

While interviewing respondents were confused about their own answer.

Some of the retailers were not co-operative.

The entry and exit of new/old can increase or decrease the market share.

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CHAPTER 7:

BIBLIOGRAPHY

WORDS OF THANKS

ANNEXURE:-

Questionnaire

Tracking sheets

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BIBLIOGRAPHY

Books:-

Marketing Management: - By Philip Kotler

Research Methodology: - Methods and Technique By C.R. Kothari

Magazines:-

Business Today

4PS

Websites:-

www.cocacolaindia.com

www.fnbnews.com

www.indiaindustryprofiles.com

www.google.com

www.yahoo.com

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WORD OF THANKS

I pay sincere thanks to Coca Cola Company, which gave me the chance to do me

summer training in their reputed organization.

This is a matter of great respect on their side that they supported me in every

problem faced by me.

Hope that in future also I will get a support from their side and I shall be given an

opportunity to work under this brand name and to be a part of this

organization.

Thank You.

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