7/29/2019 Final Cokedc
1/103
SUMMER TRAINING PROJECT
REPORT
ON
MARKET SHARE AND BRAND
AVAILABILITY OF COCA COLA
SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS
PARTIAL FULFILMENT
OF
BACHELOR OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF:
Mrs. Shimali Srivastava
SUBMITTED BY:-Bishwajeet Pratap Singh
Roll No.: 972101015
SHERWOOD COLLEGE OF
PROFESSIONAL MANAGEMENTLUCKNOW
Page | 1
7/29/2019 Final Cokedc
2/103
ACKNOWLEDGEMENT
Doing a project work of this nature is an arduous task in itself. I was
fortunate enough to get support from a large number of persons to whom
I shall always remain grateful.
I express my thanks to the Coca-Cola company for providing me a great
opportunity to work as a summer trainee in their organization and to learn
great deal about how market actually works and its intricacies. I am
thankful to Mr. Rajneesh Kumar (Sales Manager) Coca Cola, for their
continued guidance and help.
My humble thanks to all my professors notably to our family members
for supporting me in every phase of study.
Page | 2
7/29/2019 Final Cokedc
3/103
PREFACE
"Learning Categories You, & Practicing on that Learning Specializes
You "With the advancement of Science and technology in the modern
world business organizations have been subject to changes in different
ways respect to their number, size and complexity. The variety goods and
services, which are produced and made available people today are many
times, more than what it was earlier. Marketing plays a pivotal role in
today's business scenario in a consumer Product Company. Marketing
includes all that activities, which are related to the pricing, distribution,
promotion and the product itself. Infect, in today's consumer oriented
business policies each and every business activity is governed by
marketing people.
Assuming that the marketing policies of "bottlers of Coca-Cola India
Ltd., Manufacture of soft drinks; I was assigned the project "Brand
Availability Index and Factors Influencing Consumer Buying Behaviour"
The Main Objective of this project is to find out the Coverage of the
brand in the market at different routes as well as to check the various
factors which can influence the buying behavior of the consumers"
Page | 3
7/29/2019 Final Cokedc
4/103
Page | 4
7/29/2019 Final Cokedc
5/103
TABLE OF CONTENT
Page | 5
7/29/2019 Final Cokedc
6/103
CONTENS
1. INTRODUCTION
2. HISTORY OF COCA-COLA
3. COCA-COLA IN INDIA
4. PRODUCT LINE OF COCA COLA
5. BRIEF PROFILE
6. PRODUCTION PROCESS
7. RESEARCH METHODOLOGY
8. GRAPHICAL REPRESENTATION OF DATA
9. FINDINGS
10. CONCLUSION
11. SWOT ANALYSIS
12. SUGGESTIONS
13. ANNEXURES
14.BIBLIOGRAPHY
Page | 6
7/29/2019 Final Cokedc
7/103
Introduction toIntroduction to
Soft Drink MarketSoft Drink Market
Page | 7
7/29/2019 Final Cokedc
8/103
An Overview of Soft Drink Industry
The total soft drink market in Rs 6000 Crores.
Indias per capital consumption of soft drinks has risen to 9.5 servings in
2007 as against 7.5 servings in 2000 followed by 5.4 serving in 1997
Branded soft drinks retail anywhere in India between Rs 8 Rs 12 and
are expensive When measured against Purchasing power .There are
around 4, 00,000 retailers of soft drink. A soft drink is a non-alcoholic
beverage. It is artificially flavoured and contains no fruit or pulp.
India with population of more than 100 crores is potentially one of the
largest consumer markets in the world after China. The consumer market
can be defined as the market for products and services that are purchased
by individuals as house holds goods for their personal consumption. Soft
drink is a typical consumer product purchased by individuals to quench
thirst and secondly for refreshment.
Searching for the point of origin of Indian soft drinks we first document
on Gold Spot, which was the first brand soft drink in India. It was
introduced by PARLE during later part of 40s.
Cola giant, Coca-Cola was the first foreign soft drink to be introduced in
India in 1965, Coca-Cola make a very good beginning and dominated thewhole scheme right from the word go. It (Coca-Cola) faced no
competition at that time.
The marketing people did not even receive to publicize Cola-Cola for it
sold first like probability not-cakes. This extraordinary success of soft
drinks, can be attributed to the following factors :-
Page | 8
7/29/2019 Final Cokedc
9/103
Absence of contemporary competitive brand.
Euphoric image built up in the Western countries proceeded the
entry into Indian Market; and
Indians are very found by nature of foreign goods, services etc. due
to prolonged foreign rules.
Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft
drinks. Before Limca introduce, they had tentatively introduced Cola,
Three of four groups of Indian companies who had the required
production capacity started their own brands of Cola, Lemon, Orange, but
failed to achieve their goal on a national basis.
India always has love and hate relationship with MNCs which gave a
significant opportunities to soft drink industries in India when Coca-Cola
decided to windup its operations in 1977 rather than bowing to the Indian
government insisting on:-
Dilution of equity, as the government felt that lots of foreign
currency was being wasted.
Manufacturing of the top-secret concentrate in India.
Disclose of the chemical composition of the essence.
This left a large vacuum in the popular soft drink market, and a vista was
opened to any company with the requisite, technical, marketing and
organizational skills.
The exit of Coca-Cola from India in1977 accelerated the growth of
several Indian Soft Drink. New soft drink in the form of Tetra pack
entered the market among Frooti, Jump-In and Tree-Top were the
prominent once. Till 1977 their equipped bottling plants and the
distribution network a longing to be of no use. It took them one year to
Page | 9
7/29/2019 Final Cokedc
10/103
develop new formula to survive and gradually came up with Campa
Lemon, Orange and Cola that order.
However Parle, the pioneer in the soft drinks, blazed its way to national
prominence with their product Thumps Up bearing the slogan Happy
Days are here again.This particular slogan helped to win over the
loyalists or addicts to Coca-Cola, who was in the state of Cola Shockor
Cola Depression. Soon the Indian Soft drink industry started at a
phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps
Up became the brand leader in their own segment.
In spite of all these, the drink market still has large gap, as claim by soft
drink manufacturers. To fill these gap there are many soft drinks
concentrate and squashes flooded the market. The Indian soft markets
basically offered three flavours i.e. Orange, Lemon and Cola.
1990 saw the coming of the multinational company PEPSI entering the
Indian market. 11 years after the exit of Coca Cola. It had name, fameand edge of being one of the best in the game and it also offered stiff
competition to Parle and Coke. Pepsi Cola Company founded by
CALEB BRADHAM in 1890 at North Carolina in USA. Now it is
ranked 86th (1998) in the world with the asset of around $25000 million,
having its head quarter at ATLANTA. Pepsi Co. Indias HQ is at
Gurgaon. Presently is operating in 196 countries. In India it has 34Bottling Plant of them 8 are COBO and 26 are FOBO. COCA COLA
entered India in the year 1993 In collaboration with PARLE INDIA LTD
Page | 10
7/29/2019 Final Cokedc
11/103
The product range of COCA-COLA CONSISTS of
COLA ORANGE LIME LIME MANGO M.WATER &
SODA
COKE, FANTA LIMCA SPRITE, MAAZA KINLEY
THUMS
UP
MMPO SPRITE
ICE
.
Page | 11
7/29/2019 Final Cokedc
12/103
HistoryHistory
of Coca-Colaof Coca-Cola
Page | 12
7/29/2019 Final Cokedc
13/103
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.
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 colanuts," 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 ofCoca-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.
Page | 13
7/29/2019 Final Cokedc
14/103
John Pemberton
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.
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.
Page | 14
7/29/2019 Final Cokedc
15/103
"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.
Page | 15
http://www.solarnavigator.net/solar_cola/caffeine.htmhttp://www.solarnavigator.net/solar_cola/cola_nuts.htmhttp://www.solarnavigator.net/solar_cola/caffeine.htmhttp://www.solarnavigator.net/solar_cola/cola_nuts.htm7/29/2019 Final Cokedc
16/103
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."
Coca-Cola attorneys also were called to battle against competitors who
called the product name a misrepresentation if, as argued, its principalingredients were neither the coca leaf nor the kola nut--a source of
caffeine that made the early beverage useful in healing headaches.
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."
Page | 16
http://www.solarnavigator.net/world_war_two.htmhttp://www.solarnavigator.net/world_war_two.htm7/29/2019 Final Cokedc
17/103
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.
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
Page | 17
http://www.solarnavigator.net/solar_cola/soft_drink.htmhttp://www.solarnavigator.net/solar_cola/soft_drink.htm7/29/2019 Final Cokedc
18/103
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 frompatents, copyrights and trademarks.While patents and copyrights require you to disclose your information in
the application process (information that eventually becomes public),
trade secrets require you 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.
Have the people who know the trade secret agree in writing not to
disclose the information (sign non-disclosure agreements).
Page | 18
http://www.solarnavigator.net/budweiser-beer.net/coca_cola_secret_recipe.htmhttp://www.solarnavigator.net/patents.htmhttp://www.solarnavigator.net/copyright_and_trademarks_enforcement_act_2002.htmhttp://www.solarnavigator.net/budweiser-beer.net/coca_cola_secret_recipe.htmhttp://www.solarnavigator.net/patents.htmhttp://www.solarnavigator.net/copyright_and_trademarks_enforcement_act_2002.htm7/29/2019 Final Cokedc
19/103
Have anyone that comes in contact with the trade secret, directly or
indirectly, sign non-disclosure agreements.
Mark any written material pertaining to the trade secret as proprietary.
Woodruff introduced the six bottle carton in 1923. He also made Coca-
Cola available through vending machine in 1929, that same year, the
Coca- Cola bell glass was made available. He started advertising on the
radio in the 1930s and on the television in 1950. Currently Coca-Cola is
advertised on over five hundred TV channels around the world. In 1931,
he introduced the Coke Santa as a Christmas promotion and it caught on.
Candler also introduced the twelve ounce Coke can in 1960. The Coca-
Cola contour bottle was patented in 1977. The two liter bottle was
introduced in 1978, the same year the company also introduced plastic
bottles (Coca-Cola multiple pages).
In 1985, the Coca-Cola Company made what has been known as one of
the biggest marketing blunder. The Coca-Cola company stumbled onto
the new formula in efforts to produce diet Coke. They put forth 4 million
dollars of research to come up with the new formula.
This was the first flavor change since the existence of the Coca- Cola
company. The change was announced April 23, 1985 at the VivianBeaumont Theater at the Lincoln Center. Some two hundred TV and
newspaper reporters attended this very glitzy announcement. It included a
question and answer session, a history of Coca-Cola, and many other
elements (Oliver 131).
The 1996 Summer Olympics will be held in Atlanta, Georgia, the homeof Coca-Cola. One great earmark that the Coca-Cola company has is
Page | 19
7/29/2019 Final Cokedc
20/103
helping the people of Atlanta. One way to see all of the achievements of
the Coca- Cola company is to visit the World of Coke in Atlanta. It
houses a collection of memorabilia, samples of the products, exhibits,
and many other exciting items (Facts, Figures, and Features Multiple
pages). All of what has been said is the basis of what Coca-Cola was
built on. Without societies help, Coca-Cola could not have become over a
50 billion dollar business. Keep on consuming the world's favorite soft
drink, Coca-Cola.
Page | 20
7/29/2019 Final Cokedc
21/103
COCA-COLACOCA-COLAIN INDIAIN INDIA
Page | 21
7/29/2019 Final Cokedc
22/103
COCA COLA IN INDIA
Introduction:-
After a 16-years absence, Coca-Cola returned to India in 1993. The
Company's presence in India was cemented in November that year in a
deal that gave Coca-Cola ownership of the nation's top soft-drink brands
and bottling network.
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.
Coca-Cola one of the country's top international investors.
In 2003, Coca-Cola India pledged to invest a further US$100 million in
its operations.
Coca-Cola business system directly employs approximately 6,000 local
people in India.
Page | 22
7/29/2019 Final Cokedc
23/103
In India, we indirectly create employment for more than 125,000 people
in related industries through our vast procurement, supply and
distribution system.
Virtually all the goods and services required to produce and market Coca-
Cola locally are made in India.
The Coca-Cola system in India comprises 25 wholly-owned company-
owned bottling operations and another 24 franchisee-owned bottling
operations.is
A network of 21 contract-packers also manufactures a range of products
for the Company.
The complexity of the Indian market is reflected in the distribution fleet,which includes 10-tonne trucks, open-bay three-wheelers that can
navigate the narrow alleyways of Indian cities, and trademarked tricycles
and pushcarts.
Page | 23
7/29/2019 Final Cokedc
24/103
Coca-Cola in India - Products & Quality
Our Kinley water brand was launched in 2000.
In 2001, our energy drink Shock and our first powdered concentrate,
Sunfill, hit the market. Annual per capita consumption of soft drinks in
India is nine 8-ounce servings.
In early 2003, Coca-Cola India collected Advertiser of the Year and
Campaign of the Year awards for the Thanda Matlab Coca-Cola all-
media campaign. The Company ranking up "firsts" in the introduction of
Canned and PET soft drinks, vending machines and backpack dispensers
for crowds of cricket supporters.
The Coca-Cola system adheres not only to national laws on food
processing and labeling, but also to our own strict standards for
exceptional quality.
The Coca-Cola Quality System, to ensure that we are offering consumers
only the highest quality products.
Page | 24
Leading Indian brands Thums Up, Limca,Maaza, Citra and Gold Spot join theCompany's international family of brandsincluding Coca-Cola, Diet Coke, Spriteand Fanta, plus the Schweppes productrange
7/29/2019 Final Cokedc
25/103
PRODUCT LINE OFPRODUCT LINE OF
COCA-COLACOCA-COLA
Page | 25
7/29/2019 Final Cokedc
26/103
BRANDS IN COCA-COLA
Page | 26
http://www.coca-colaindia.com/brands/brands_kinely_soda.htmlhttp://www.coca-colaindia.com/brands/brands_maaza.htmlhttp://www.coca-colaindia.com/brands/brands_sprite.htmlhttp://www.coca-colaindia.com/brands/brands_fanta.htmlhttp://www.coca-colaindia.com/brands/brands_limca.htmlhttp://www.coca-colaindia.com/brands/brands_thums_up.html7/29/2019 Final Cokedc
27/103
CORE PRODUCTS OF COCA-COLA
Thums Up
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 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.Thums Up is available in tha market in the different
packs i.e.200 ml, 300ml, 500ml, 1 lts, 1.5 lts,& 2lts.
Page | 27
http://www.coca-colaindia.com/brands/brands_thums_up.html7/29/2019 Final Cokedc
28/103
Coke
It is the heart product of the CocaCola Company. It has covered the
entire globe i.e. it is the market leader in more than 70 nations. In the
introduction phase, it was the mixture of cocaine and alcohol. But later
on, due to the demand of consumer, it was converted into soft drink with
the name of Coca-Cola. Before the alliance this product was the biggest
competitor of the parle product Thums Up. Coke ia available in the
market in the different packs i.e. 200ml, 300 ml, 500ml 1.5 lts. & 2 lts.
Limca
Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst
choice, of million of consumers for over 3 decades. The brand has been
displaying healthy volume growths year on year and Limca continues to
be the leading flavor soft drink in the country.
Page | 28
http://www.coca-colaindia.com/brands/brands_limca.html7/29/2019 Final Cokedc
29/103
The sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously
strengthened the brand franchise.Limca energizes refreshes and
transforms. Dive into the zingy refreshment of Limca and walk
away a new person.
Fanta
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
s identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting taste and tingling bubbles. This positive imagery is associated
with happy, cheerful and special times with friends.
Fanta advertising over the time has had highest association with fun and
friends that has reflected through past TY commercials like Masti Ka
Page | 29
http://www.coca-colaindia.com/brands/brands_fanta.html7/29/2019 Final Cokedc
30/103
Taste, Bajao masti Ki Ghanti to the recent commercials Dil Khol Ke at
the Airport. Rani Mukerjee, as the brand ambassador for Fanta is the
perfect embodiment of brand character vis fun, vivacious and energetic.
Fanta is available around the country in 200ml, 300ml,
500ml+100mlfree, 1L+200mlfree, 2L and 330ml cans.
Sprite
Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more
than 190 countries. In India, Sprite was launched in year 1999 and today
it has grown to be one of the fastest growing soft drink, leading the clear
lime category.
Today sprite is perceived as a youth icon. With a strong appeal to the
youth, sprite has stood for a straightforward and honest attitude. Its clear
crisp refreshing taste encourages the today's youth to trust their instincts,
influences them to be true to who they are and to obey their thirst.
Sprite advertising for has always been memorable with very high recall
value, especially amongst the youth. With popular TV commercials like
Lisa ray, Aish, Market research and its latest take on its competitor-"I
Page | 30
http://www.coca-colaindia.com/brands/brands_sprite.html7/29/2019 Final Cokedc
31/103
don't want to do" sprite has stood in the minds of the youth as "Sprite
Bujhaye Only Pyaas, Baki All Bakwaas", which has became recognizable
around the country. Sprite is available around the country in 200ml,
300ml, 500ml, 500ml+100ml free, 1.5ltr, 2ltr, 2.25ltr and 330ml cans.
Sprite ice (Blue) launched in June 2005 and sprite zero is launched in mid
of July.
Maaza
Maaza was launched in 1976.here was a drink that offered the same real
taste of fruit juices and was available throughout the country. In 1993
maaza was acquired by Coca-Cola India.Maaza currently dominates thefruits 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 main 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
enable of fun friendship moments between moms and kids as moms trust
the brands and kids love its taste. The campaign builds on existing equity
of the brands and delivers relevant emotional benefits to the moms rightly
captured in the tagline "Yaari Dosti Taaza Maaza". It is available in
SKU's of 250ml RGB, 65ml, 125ml, and 200ml Tetra pack. Launched in
2005 is the new packing of maaza 1.2ltrs, 600ml (PET).
Page | 31
http://www.coca-colaindia.com/brands/brands_maaza.html7/29/2019 Final Cokedc
32/103
COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a neck to neck battle
between the two major players, Coca-Cola and Pepsi since the very beginning. The
thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft
drink market. Both the players are spending their energies in building capacity,
infrastructure, promotional activities etc.
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. While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion from the same
business.
The two warriors are face to face once again here in india with different strategies and
tactics to attack the rival. Coca-cola is focusing upon the joint ventures with the
existing bottlers { fobo } franchise owned bottling operations to enhance its control
on manufacturing and marketing of its products range and attain the quality standards
of its class.
Countering it pepsi has taken the battle in its own hands by floating as investment of $
95 billion to set pepsi company. India holdings, as subsidiary for {cobo} company
owned bottling operations. Both the companies are following different path to reach
the same destiny i.e. To fetch the bigger portion of aerated soft drink market. Both
consider india a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are putting in their
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 the international norms minutes, a major hurdle to
cross over for both the athletes for getting no.1 position comparison to the inter. Coca-
cola is well set with its 53 bottling sites through out the country giving it an edge over
competition by processing a well-built bottling and distribution set-up. On the other
hand, pepsi, with two more years in india, has been able to set an image of a winner in
Page | 32
7/29/2019 Final Cokedc
33/103
india and has been able to get the pulse of the india soft drink market. The soft drink
giants are leaving on stone unturned and her for the long terms.
Coca-cola has been penetrating the market through its wide product range with a
determination to change consumption pattern
Of soft drink in india. Firstly, they upgraded the whole industry by introduction 300
ml bottles, which in turn had given the industry a booming growth of 20% as
compared to the earlier 5%. They want 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, nimbu pani, water etc. Pepsi is quite aggressive in its approach to indian
consumer. They are desperately working on the strategy to be winners in the hot cola
war between two big barons. According to pepsi philosophy, its the madness that
encourages executive to think, to conjure up those creative tactics to knock the fizz
out their competition. Pepsi had plumbed a large on the visibility of its blue red and
white logo. They have been going with aggressive marketing by putting amir khan,
akshay kumar and their advertisement to endorse their brand, the role models for its
targeted consumer the teenagers. They have increased the fizz in the market place by
introducing the dispensers called fountain pepsi and has been enjoying a lead over its
rival there.
Coca-cola on the other hand, has been working on the saying slow and steady wins
the races side by retailing to every more of its competitor. They have procured the
shield of thumps up with a handsome market share in indian soft drink market.
Countering pepsis international commercial that used two chimpanzees to cock a
snoop at coke, thumps up come with the ad line, dont be bandar, and taste the
thunder. Also thumps up has been positioned now very near to that young image of
pepsi and giving it a though time.
Page | 33
7/29/2019 Final Cokedc
34/103
These cool merchants have put everything on fire. It coke got the status of the official
drink of wills. World cup, pepsi blushed as nothing official about it. As thumps up
projected as saaree jahan se achcha pepsi was passionate enough with freedom to
be and now the yeh dil mange more when thumps up came with thunder blast, the
other offered pepsi stuff card. If red is meant for coke, pepsi has chosen to be blue.
Page | 34
7/29/2019 Final Cokedc
35/103
COKES MARKETING STRATEGIES
Coke decides on its marketing strategies at a national level and lends them a local
flavor. For example, while festival mood plays a strong role in marketing, it is
activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on
the youth market in India.
As a first step toward catching the attention of the youth, coke signed on cricket
heroes Saurav Ganguly and Javagal Srinath. It slowly started talking about youth
passions like cricket, films, festivals and food. Soon the advertisements started giving
the message, Eat Cricket, Sleep Cricket, Drink only Coca-Cola And now it has
started modifying film hits to frame catch lines that appeal to the youth. This
particular strategy has worked well for coke.
Coke is focused on distribution to ensure that its products are within customers reach.
And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is
selling as many bottles in the hinterland of punjab as it does the four metros.
Page | 35
7/29/2019 Final Cokedc
36/103
THE FUTURE OF COCA COLA
While doing business overseas offers coke wonderful growth opportunities it also has
its own disadvantages. The economic slowdown in various overseas markets and the
strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the
company optimistic about the future.
M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says,
This past year 1998 has been a challenging period for the Coca-Cola Company as
economic environment became more uncertain in the later part of 1998, we strongly
believe that our fundamental opportunities for long term growth have not changed.
As long as maximization of share holder wealth remain Cokes focus for its future is
assured Goizueta had stated and proven to the world that focus on shareholder wealth
does more good to the company than focus on revenues and it is not that coke does
not enjoy volumes for it is worlds No.1 soft drink manufacture. It is not content with
this title and is aiming at higher volumes year after year. Surely coke will continue to
grow. Point on Roberto had reduced the company basically to its trademark and the
returns are so astronomical as to be off the boards. It just absolutely added a jet engine
to their performance.
Page | 36
7/29/2019 Final Cokedc
37/103
COCA COLA GLOBALIZATION STRATEGIES
The coca-cola company is global player and approximately 70 % of its volume and 80
% of its profit come from outside the united states of america. Although it was
perceived as a standardized brand across the world, coca-cola had been quietly fine
turning its international marketing strategies to suit the needs of individual national
markets. Only the brand coca-cola, sprite and fanta were marketed globally. In latin
america and europe, where a heavy consumer preference existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater
the needs of different countries. In ei salvador and venezuela, a version of fanta called
fanta kolita a cream soda type of drink became extremely popular. Similarly, in
indonesia coke had been selling pineapple and banana limca, maaza and thumps up in
1993.
A 100 Years Of The Curvy Glass Bottle Of Coca Cola
Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899
Chattanooga; Tenn. where its first bottling plant was started 100 year ago by two men
struck one of the most lucrative business deals in US history.
Joseph whitehead and benjamin thomas offered coca-cola company owner asia
candler a dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks
are sold each day in more than 200 countries around the world.
Candler had purchase what would become the cola company for $2,300 eight years
earlier from john pemberton, an atlanta phamacist who astonished the world.
Candler though the bottling venture would never succeed, but he signed the contract
with white head and thomas any way, and the rest is history, bob lovell, vice
president of marketing for coca-cola bottling company. United inc., said in telephone
interview from chattanooga.
Page | 37
7/29/2019 Final Cokedc
38/103
Lovell said thomas had seen cuban fields hand drinking pina fria a pineapple
beverages, from bottles while he was
Stationed in Cuba during Spanish American war. When he returned to Chattanooga,
he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as
a fountain beverage.
It occurred to him that coca-cola in bottles would be very popular, lovell said, mr.
Candler did not see any future in it because the containers were not sound, but thats
how it all came about. thomas and whitehead promised to pay one dollar for the right
to bottle coca-cola, but legend has it that no money changed hands.
Page | 38
7/29/2019 Final Cokedc
39/103
COKES BOTTLING STRATEGIES
In the soft drink business the bottlers are responsible significant extent for ensuring
the availability of the products. Bottlers are supplied with concentrate to which they
add aerated water and bother ingredients before packing and sealing either cans or
bottles. Bottlers play a strategic role in the success of soft drinks companies and this
was not far from Goizuetas mind.
In 1986 the company merged some of its company owned bottling operations with
two large ownership groups that had been put up for sale. All these bottling activities
were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle
bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-
Cola Enterprises enabling it to retain its own balance sheet.
Page | 39
7/29/2019 Final Cokedc
40/103
PROMOTION : THE COCA-COLA WAY
Goal for the 90s
TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.
Consumer activity clusters:-
Grocery shopping
Other shopping & services
Eating and drinking Entertainment / Recreation / Leisure
Travel / Transportation / Hospitality
Educational
At Work
The 3As:-
The strategy for reaching in creasing numbers of consumers in India is based on thebelief that consumers will buy our products it they are Available, Affordable and
Acceptable.
Strategies for the 3As
Focus on the consumer and customer.
To provide quality customer services, and caring about the quality of performance
in respective jobs. Caring enough about what we do, to it the best we know how.
The 3As is Coca-Cola underlying strategy for meeting its goal to reach increasing
numbers of consumers. How does coke position its limited resources to help meet its
good? Let us explore the specific ways in which the Coca-Cola system addresses each
of the 3As:-
Page | 40
7/29/2019 Final Cokedc
41/103
Availability
Some of the ways in which the Coca-Cola Company hopes to increase availability of
its product include improved or innovative packaging, dispensing systems,
distributions system and marketing.
Affordability
The ways to address affordability include pricing decisions, as well as resource
management. To make its product available at a price affordable to the consumer.
Continually processes more efficient and therefore more cost-effective.
Acceptability
Making coca-cola brand products the beverage choice for any occasions depends on a
variety of strategies to reach the target audience. The common strategies adapted to
effect acceptability were though sponsorships, promotion youth market activities,
community programs, and other activates.
Page | 41
7/29/2019 Final Cokedc
42/103
DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the values of the coca-cola system is presence that coca-cola should exist
everywhere. In the words of former CEO-India operations Richard Nicholas, Our
goal is to have coke available within an arms reached of desire. To fulfill this goal,
coca-cola not only produces products, but also has an effective system to distribute
them all over India.
Distribution
DISTRIBUTION SALES + DELIVERY + MERCHANDISING + LOCAL
ACCOUNT MANAGEMENT.
Distribution of Cokes products includes the activities of sales, delivery
merchandizing and local accounts management. These are two major types of
distribution systems:-
(i) Direct and Indirect
In direct distribution, the bottler partner direct control over the activities of
sales, delivery, merchandizing and local account management.
In indirect distribution, an organization which is not a part of the coca-cola
system has control of one or more of the distribution elements (sales,
merchandizing and local accounts managements).
With direct distribution there are two types of sales:-
Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing
and Local Accounts Management) are performed by the same persons.
In advanced sales, sales and delivery are performed by different people within the
coca-cola system.
Page | 42
7/29/2019 Final Cokedc
43/103
Difference between a customer and a consumer.
a consumer is some one who drinks coca-cola products.
A customer is a business location which sells or serves coca-cola products to
consumers.
Merchandizing
One the products are delivered to the customers they are promoted at the point-of-
purchase to maximize the companys sales opportunities, merchandizing involves
looking at the presentation of the products through the eyes of the consumers. It is an
on-going process that help the company present its products properly to the
consumers in the market place for instance, is the display attractive? Are the product
neatly organized.
Presenting the products
Coca-cola presents its products for sale in four different ways. They are as follows:-
Secondary display
Coolers
Vending machines
Post mix / pre mix
Indias relationship with coca-cola
Just after independence, the maharaja of Patiala oversaw his coca-cola hoarding from
his huge, ornate palace, coca-cola export representative frank harrold, was awed by
the maharajas opulent life style. In 1993 after coca-cola returned to India after a 16
year absence (George fernandes threw the company out of the country in 1977 on the
pre text that it had refuse to divalge its formula to indian officials), CEO of the coca-
cola company, robes to boirueta salivated over a virtually untapped market of 840
million people.
Page | 43
7/29/2019 Final Cokedc
44/103
TECHNIQUE INVOLVED IN DEFINING PROBLEMS
OBSERVE THE PROBLEM
Under this investigate by own observation without interview is the respondent. This
also adopted by me by observation data can be collecting more correct. It is depend
upon ability of investigator.
COLLECT THE PROBLEM
After collecting the data I considered that what the problem is for the company and
when company ants to know his weakness.
ANALYSING THE PROBLEM
After collecting the problem I analysis the problem such as how many problems are
general and how many are different from others and how many problem is
considerable and solvable.
TAKE SOLUTION
After analyzing the problem I sow that 90% problem was general and I found 20%
problem personal and I was found 10% problem as Genuine which is considerable
and soluble. General solution solve the journal problem remaining 10% problems
solution we found and then after we implement the solution.
APPLICATION OF SOLUTION
After founding the solution we apply the solution and satisfy the customer &
consumer.
Page | 44
7/29/2019 Final Cokedc
45/103
Brief ProfileBrief Profile
Page | 45
7/29/2019 Final Cokedc
46/103
BRINDAVAN BEVERAGES LIMITED
BAREILLY
Brindavan Beverages ltd and authorized bottling company was situated
by the managing director Mr.S.N.Ladhani with an initial capital of Rs.25
lakhs in 1986.
Brindavan beverages had a franchisee agreement with Parle exports ltd.
For 10 years manufacture and seed its products.
During November 1993, Parle exports sold all of its 60 franchisee to
Coca-Cola India in order to compete with Pepsi. In this way, BBL has
undergone in the territory of Coca-Cola. The company is manufacturing
and selling 200ml, 300ml, 500ml, 2ltr of Thumps up, Limca, Coke,
Fanta, Sprite & Kinley Soda for Bareilly & other nearby districts such as
Badaun, Moradabad, Rampur, Pilibhit, Nainital, Haldwani etc.
BBL has its production unit having speed of 1520 bottles per minute,
PET 40 bottles minute, located at PARSAKHERA Industrial area
BAREILLY. The Storage of filled bottles is done in a huge godown
which is located at next to the production unit. The M.D. is the head of
the organization.Distribution Network
As it has been already stated that this particular plant has been taken over
by the Coca-Cola Company it has 85 distributors, many depots cover 16
districts under its belt and they are still growing. The name of districts it
covers is as follows.
Page | 46
7/29/2019 Final Cokedc
47/103
o Bareilly
o Badaun
o Haldwani
o Shahjahanpur
o Pilibhit
o Rampur
o Moradabad
o Chamoli
o Pithoragarh
o Lakhimpur
o Nainital
o Almora
o Karnprayag
o Rudraprayag
o Kashipur
o Rudrapur
o Ramnagar
Right from the first year of the incorporation the company is running in
top profit. This is just because of many reasons. One of them is that there
is no other plant in nearby. and also the saving due to local company in
the region. It tends to lower distribution cost, transportation cost, which
gives good margins to the distributors and retailers and company as well.
Page | 47
7/29/2019 Final Cokedc
48/103
ISTRIBUTION PROCESS
The Coca-Cola soft drinks are produced in the plant at Kanpur here
products are supplied to the warehouse.
From warehouse the products are distributed through Direct & Indirect
Routes.
DIRECT ROUTE
The Direct Routes are those in which the company owned trucks run by
salesman cum driver, distribute products to the retailers.
INDIRECT ROUTE :-
Indirect Routes are those in which products are supplied to the
distributors appointed to the different areas.
The distributors then distribute products in their own trucks or tempo to
the retailers. Finally retailers serve the products to the customers.
Page | 48
7/29/2019 Final Cokedc
49/103
DISTRIBUTION PROCESS
FACTORY
WAREHOUSE
DIRECT ROUTE INDIRECT ROUTE
RETAILERS DISTRIBUTORS
CONSUMERS RETAILERS
CONSUMERS
Page | 49
7/29/2019 Final Cokedc
50/103
Promotional Activities
Promotional activities play a greater and important role in the entire
marketing effort being carried out by B.B.L.Pvt. Ltd., are to generate
more sales as well as the create and maintain an image of its product.
Thus B.B.L.Pvt. Ltd carried out its promotional activities as a controlled
and integrated program of communication and material design to present
its soft drink to the prospective customer. It also helps in communication
the need satisfying qualities of soft drink, to facilitate the sales and
eventually to contribute towards the profit in long range.
The tools used by B.B.L.Pvt. Ltd. for fulfilling the various purposes of its
promotional activities are the following:-
Point of sale display
Dealers sales contest
Sales promotion through special event market
Sales promotion through salesman that is personal selling.
Advertising
Incentives
Point of Sale Display:
A sensible man does not have to go far to find out whatever a common
panwala knows that people buy with their eyes. Every item on sale in a
shop is displayed in front where people can see it at the first sight. It is
the same with all the shops and vendors in towns either selling consumers
or selling soft drinks. Rather in selling a product like COKE display is
more than help, it is an essential element because soft drink is bought on
Page | 50
7/29/2019 Final Cokedc
51/103
impulses on the spur of the movement. Thus, the product is tested when
it is brought at peoples attention.
Dealers sale contest:
Another method of sales promotion being used by the B.B.L.Pvt. Ltd.
through its distributors is to conduct dealers sales contest during the peak
seasons i.e. during April to July. In it the dealers are given prize in the
form of free cases of soft drinks. In the contest at first his or her
respective distributors according to their categorize each dealer. Then
each distributor fixes a target of minimum sale for each category to which
every dealer according to his or her category has to achieve during the
contest period. The dealers achieving highest sales over and above the
target set is giving the awards as under, the order of prizes announced
first prize, 2nd prize, 3rd prize in terms of number of free cases of soft
drinks.
Special event market:
The dealers at special event sport place the banners and stall of Pepsis
products like picnic fates cricket test match, social are used to cater the
people. It helps in promoting the sale as well as in creating an image of
products.
Salesman contest:
Salesman contest are held to motivate the sales man. Under the scheme
salesmen are given monetary incentive on the basis of sale made in their
given route.
Page | 51
7/29/2019 Final Cokedc
52/103
Media planning:
A very important part of advertising is to decide the medium of
advertising and how much to spend in each media:-
Newspaper & Magazines
Radio
TV
Hoarding
Product of sales materials (paintings, glow signs, D. Board)
Advertising is one of the important factors, which all put together results
sales. It has to be backed by the distribution network, effective servicing,
dealer, goodwill and so on. Thus, advertising has to be very carefully
woven with the entire demand
All advertisement expenditure is incurred by Coca-Cola India. Only
display board and wall paintings expenditure is done by the company.It is
8 to 10 % of the sale of the year.
Page | 52
7/29/2019 Final Cokedc
53/103
PRODUCTION AND PROCESSPRODUCTION AND PROCESS
Page | 53
7/29/2019 Final Cokedc
54/103
Page | 54
7/29/2019 Final Cokedc
55/103
PRODUCTION PROCES
Page | 55
7/29/2019 Final Cokedc
56/103
PRODUCTION PROCES:
INGRADIENT DELIVERY
Ingredients are not the only things delivered to the plant. Other materials
such as bottles, cans, labels and packaging are also delivered. Many
plants outside the United State use refillable bottles for economic reasons,
while in the United States we do not. 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 washes and/or rinsed.
SWEETENER:
Supplied by select producers, a variety of sweetener plays a central role
in creating in our beverages. Sweetener vary by location and range from
sucrose (table sugar) and high-fructose starch syrup to low calorie
products such as aspartame, which is often used in the Americas with diet
beverages, and acesulfame-K, which is often Soused in European
countries with light beverages.
WATER:
Since water is key component to all our beverages, its quality is critical.
And, since public water quality varies around the worlds, each plant
further treats the water it uses. This means that before water is added toad
any of our beverages, its rigorously filtered and cleanses. We thencontinuously sample the water to ensure it meet our standards.
MATERIALS:
Ingredients are not the only things delivered to the plant. Other material
such as bottles, cans, labels and packaging are also delivered. Many
plants outside the United State use refillable bottles for economic reasons,while in the United States we do not. When bottles and cans are delivered
Page | 56
7/29/2019 Final Cokedc
57/103
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 & RINSING:
To ensure quality, each bottle is washed, sanitized and rinsed before
being filled. While this sounds simple, the actual steps can differ but
bottling plant. Outside the United States, many plant use refillable glass
or plastic bottles. To be ensuring they meet our cleanliness standard,
bottles are first hit with pre-rinse jet, which remove any dirt or debris.
They are then soaked in a high temperature deep-cleaning solution that
removes any remaining direct and sanitizes them. The bottle then moves
to the hydro wash where they are washed again with a deep-cleaning
pressure spray. Finally, the bottles are rinsed with cooling water jets
before being visually and/ore electronically inspected.
In the United States, we primarily use new bottle, not refillable ones. Thisallows the washing and rising steps to move much more quickly.
MIXING & BLENDING:
H2O:
Mixing and blending begins eighth the simple step of mixing pure water
with refined sugar, which creates simple syrup. While in some countriesmeasuring the correct amount of sugar is done by batch, in many North
American and European plants measurements are made using continuous
blending systems.
Page | 57
7/29/2019 Final Cokedc
58/103
SECRET FORMULA:
Our secret formula is.still secret! That right, the secret formula
remains a mystery to the millions of people in nearly 200 countries who
enjoy our refreshing beverages
every day. Even though cannot tell you the secret, you can be sure that
Life Tastes Good with Coca-Cola.
H2O & SYRUP:
With the syrup nearing its final state, we mix it with pure water, creating
the finished uncorroborated beverage. However, the water and syrup must
be mixed in right ratio. This done by the beverage proportioning
equipment. It accurately measures the correct ratio for each and sends this
mixture to the carbonator.
CO2 Added:
Adding CO2 or carbon dioxide gas is the final touch that carbonates thebeverage. 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 bottleshave been cleaned and sanitized, were 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 bottle
must be pressurized. This allows for the force of gravity itself to draw the
Page | 58
7/29/2019 Final Cokedc
59/103
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 plastic
bottles are primarily 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 is key, we use a no-closure detector
during the capping process and a go-no-gauge or torque meter after
the bottles has been capped. The no-closure detector checks if a screw
to or crown has been placed on a bottle. The process actually stops if the
detector doesnt find a closure. The go-no-gauge checks for the proper
crown crimp and the torque meter check make sure the screw top are
good and tight. If the bottle caps arent just right, the beverage canbecome 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 andplaces them on the bottle. For special labels such as commemorative
bottles for football championship, the labels are sent to the bottling plants
from approval, and then used for packaging. Depending on the occasion,
some of these special bottles will go only to specific locations. For
example, a national football championship bottle will be sent only to the
hometown or state of the championship team.
Page | 59
7/29/2019 Final Cokedc
60/103
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. Some
codes simply identify there date the beverage was bottled or caned. Some
come in the form of a date stamp while other codes are much more
complex. These codes identify the day, month, shift and plant in which
the beverage was made and use a combination of letters and numbers.
you can not see code on your container. Its because some bottlers use
invisible ink that can only be read with special technology. Product
coding allows us to ensure that you receive our beverage at their flavorful
best.
INSPECTION:
We respect bottles at many points during the process. With refillable
bottles, it happens when they are first bottles the plant. They are also
inspected after they are washed and are filled; Inspectors look for
external bottle important and make sure each bottle has the rightamounts of beverage. White for a substitute for a human inspector we
also use bottles inspection machine. When inspecting empty bottles, the
machine shoots and strong light beam an through the bottom of the bottle
to light collector variation in the light mean that bottle must be discarded.
Once the bottle is filled, some plant dect whether the exact among of
beverage has been fitted the bottle. If not these are discarded. Even afterfitting samples bottles for analysis in its lab to ensure quality is up to
standard.
Once our filled beverages have passed final inspection, they are ready to
be packaged for delivery. Generally, packaging 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
Page | 60
7/29/2019 Final Cokedc
61/103
our consumers are so diverse, the packaging varies depending on where
the beverages are being sent.
In order to make sure the freshest beverages possible get to you, each
warehouse must efficiently manage the thousands of beverage cases
produced each day. Beverage organization is key, though it is the bottle
and can coding that allow for the necessary precision. From the
warehouse, we load beverages onto our distinctive trucks. Night and day,
or trucks are delivering our refreshing beverages to stores, soda fountains,
and vending machines near you.
Page | 61
7/29/2019 Final Cokedc
62/103
Pricing Strategies
All the pricing strategies are set by the Coca-Cola India. The company
announces all the prices of the product line; all the franchisee companies
are bound to follow the decisions of the company regarding the product
prices.
Local company just decides the discount and schemes, which are to be
given to the distributors and schemes, which are to the distributors. They
decide the discount considering their distribution cost and other incurred
costs in delivering the product.
Page | 62
7/29/2019 Final Cokedc
63/103
Coca-Cola Punch Line
1929-The pause that refreshes
1936-Its the refreshing thing to do.
1942-Its the real thing
1944-Global high sign
1959-Be really refreshed
1963-Things go better with Coke
1969-Its the real thing
1971-Id like to buy the world a coke
1976-Coke is life
1982-Catch is it
1986-Catch Adds life
1989-You cant beat the feeling
1993-Always a Coca=cola1998-Eat music, Sleep music, drink only Coca-cola
1999-Jo Chaho Ho Jaye, Coca-Cola enjoy
2000-I want Hrithik and I was Coke
2005- Rang le dil khol ke
2006- Coca-Cola Pio sar uthake
2007- Boond-Boond Kushi-Kushi
Page | 63
7/29/2019 Final Cokedc
64/103
RESEARCHRESEARCH
METHODOLOGYMETHODOLOGY
Page | 64
7/29/2019 Final Cokedc
65/103
Research Methodology
Research methodology is a procedure designed to the extent to which it is
planned and evaluated before conducting the inquiry and the extent to
which the method for making decisions is evaluated before conducting
the inquiry and the extent to which the method for making decisions is
evaluated. The research methodology if scientifically developed enables
the research to establish with high degree of confidence, cause and effect
relationship between the research between the research activities and
observed outcomes.
Data Analysis and Interpretation ----
For Brand Availability Index in Market
Step1
In this type of market research firstly we prepare a format of avix.
These contains, no. Of outlets, separate column for various brands of
Coca-Cola. In these depicted in short forms like
Coca-Cola- Ko
Thumps Up- Tu
Fanta- Fx
Limca- Lm
Sprite- Sp
Kinley Soda- Ks
MAZZA MZ
Page | 65
7/29/2019 Final Cokedc
66/103
MIKL MAID PULPI ORANGE MMPO
Step 2
After preparing the avix, we want to route and area which are given
to us by company to research.
Step3
We went to every outlet of those routes which were assigned and we
checked that which brand is chilled and which is warm. After what we
calculated we the filled stock on that outlet. In the avix we put a tick for
cold stock of the brand, and note the crates and manufacturing date. If in
any case of nil stock we draw a line.
Step 4
This procedure is repeated in every outlet on that route. I do this
procedure for every 15 days regularly on that route.
Step 5
Every day after dampening the route we calculated the percentage
availability of every brand of Coca-Cola, together calculated the chilled
percentage of the various brands. After this, using the formula we
calculate the Brand Availability Index.
Formula For Calculations:-
(Total chilled Stock * 100)/ Total stock(Chilled & warm)
Page | 66
7/29/2019 Final Cokedc
67/103
Data Collection method
Data Source:
Primary as well as secondary data sources are used to make
project efficient & faithful.
Primary Sources of Data:
Observations
Survey Form
Questionnaire
Secondary Sources of data:
Companys Catalogue
Business magazines & newspaper
Sales Staff
Internet
Observations:
Careful observation of all the out lets have been done to find
out the location visibility, house keeping etc.
Page | 67
7/29/2019 Final Cokedc
68/103
Survey:
For the survey of Bareilly region we adopted stratified sampling
method. Under this method we divided the whole Bareilly market into
various Stratas according to route wise. Survey is done in various stratas
non-random and by judgmental approach.
Survey is done from shop to shop and data collected was analyzed
to reach any conclusion.
Sample Size
For Brand Availability Index-
200 shops in 6 stratified groups.
For Factors Influencing Consumer Buying Behaviour 200 consumers of different age groups.
Page | 68
7/29/2019 Final Cokedc
69/103
GRAPHICAL
REPRESENTATION OFDATA
Page | 69
7/29/2019 Final Cokedc
70/103
GRAPHICAL REPRESENTATION OF DATA
Analysis For Factor Influencing Consumer Buying Behaviour
Sample Size 200 Consumers
Sample Contains:
Statistical Figures:
AGE GROUPS
15-21
yrs
22-25
yrs
25-35
yrs
35-45
yrs
% OF People Surveyed40% 28% 22% 10%
Graphical Analysis
% OF People Surveyed
40%
28%
22%
10%
15-21 yrs
22-25 yrs
25-35 yrs
35-45 yrs
Page | 70
7/29/2019 Final Cokedc
71/103
QUESTIONS ASKED TO THE CONSUMERS & ANALYSIS OF
THEIR RESPONSES
Question 1135733298.docWhich Brand you normally consume?
Statistical Figures:
Coca-Cola Range Pepsi Range
55% 45%
Graphical Analysis
0
0.1
0.2
0.3
0.4
0.5
0.6
1 2 3
Series1
Series2Series3
Question 2
Page | 71
7/29/2019 Final Cokedc
72/103
Which flavor does you like most?
Statistical Figures:
Cola Mango Lemon Orange
77.50% 10.00% 10.00% 2.50%
Graphical Analysis
Flavors liked by people
10%
10%
77.5%
2.5%
Cola
Mango
Lemonorange
Question 3
Page | 72
7/29/2019 Final Cokedc
73/103
In Coca-Cola, which sub-brand you like most?
Statistical Figures
s
Thumps
Up
Coca-
Cola Maaza Sprite Fanta MMPO
Others
25% 20% 10% 34% 9% 2% 2%
Graphical Analysis
Page | 73
7/29/2019 Final Cokedc
74/103
Question 4
Which packing do you like?
Statistical Figures
Glass bottle Pet Can
82% 15% 3%
Graphical Analysis
PACKING LIKED BY PEOPLE
82%
3%
15%
Glass Bottle
Pet
Can
Question 5
Page | 74
7/29/2019 Final Cokedc
75/103
Which size do you prefer?
Statistical Figures
200 ml. 300 ml. 500 ml. 2 litres
25% 60% 10% 5%
Graphical Analysis
25%
60%
10%5%
Size prefered by people
200 ml.
300 ml.
500 ml.
1.5 or 2 litres
Question 6
Page | 75
7/29/2019 Final Cokedc
76/103
When you like to drink a cold drink?
Statistical Figures
Rarely Occasionally Generally Mostly
25% 15% 35% 25%
Graphical Analysis
People often like cold drinks
25%
15%25%
35%
Rarely
Occasionaly
Generally
Mostly
Question 7
Page | 76
7/29/2019 Final Cokedc
77/103
If your brand of cold drink is not available then what you do?
Statistical Figures:
Go for another Brand Dont buy
90% 10%
Graphical Analysis
90%
10%
Go for another
Brand
Don't Buy
Question 8
Why do you buy a particular brand?
Page | 77
7/29/2019 Final Cokedc
78/103
Statistical Figures:
Due To Taste Company Name Due To Packaging
Any other
Factor
77.50% 10.00% 10.00% 2.50%
Graphical Analysis
77.50%
10.00%
10.00%
2.50%
Due To Taste
Company Name
Due To
Packaging
Any other Factor
Question 9
Which medium of advertisement effect you the most?
Statistical Figures:
Page | 78
7/29/2019 Final Cokedc
79/103
Television Radio Newspaper
Roadside
Hordings
72.50% 5.00% 10.00% 12.50%
Graphical Analysis
72.50%
5.00%
10.00%
12.50%
Television
Radio
Newspaper
Roadside
Hordings
Question 10
What is the effect of celebrity endorsed products on the buying behaviour
on you?
Statistical Figures:
Page | 79
7/29/2019 Final Cokedc
80/103
Very Much No Effect Up to an Extent
30% 30% 40%
Graphical Analysis
30%
30%
40%
Very Much
No Effect
Up to an Extent
Question 11
Are you Health Cautious about it?
Statistical Figures:
Yes No
Page | 80
7/29/2019 Final Cokedc
81/103
40% 60%
Graphical Analysis
40%
60%
Yes No
Percentage Wise Distribution figures (Brand wise)
Statistical Figures: -
Thumps
Up Limca Maaza
Coca-
Cola Fanta Sprite
Kinley
soda
MMPO
29% 14% 5% 21% 17% 10% 1% 3%
Page | 81
7/29/2019 Final Cokedc
82/103
Graphical Analysis
AREA WISE BRAND AVAILABILITY INDEX
Statistical Figures:
Limca
Thumps
Up
Coca-
Cola Maaza Sprite Fanta kinley
MMPO
10% 27% 23% 7% 9% 19% 1% 4%
Page | 82
7/29/2019 Final Cokedc
83/103
Graphical Analysis:
Statistical Figures:
Limca
Thumps
Up
Coca-
Cola Maaza Sprite Fanta kinley
MMPO
9% 31% 21% 9% 11% 14% 1% 4%
Graphical Analysis:
Page | 83
7/29/2019 Final Cokedc
84/103
Statistical Figures:
Limca
Thumps
Up
Coca-
Cola Maaza Sprite Fanta kinley
MMPO
14 28% 18% 8% 12% 16% 2% 2%
Graphical Analysis:
Page | 84
7/29/2019 Final Cokedc
85/103
Statistical Figures:
Page | 85
7/29/2019 Final Cokedc
86/103
Graphical Analysis:
Statistical Figures:
Limca Thumps Coca- Maaza Sprite Fanta kinley MMPO
Page | 86
Limca
Thumps
Up
Coca-
Cola Maaza Sprite Fanta kinley
MMPO
10% 32% 16% 5% 14% 22% 0% 1
7/29/2019 Final Cokedc
87/103
Up Cola soda
10% 25% 25% 4% 12% 21% 0% 3%
Graphical Analysis:
Limca
Thumps
Up
Coca-
Cola Maaza Sprite Fanta
kinley
soda
MMPO
10% 26% 26% 6% 11% 20% 1% 0
Graphical Analysis:
Page | 87
7/29/2019 Final Cokedc
88/103
FINDINGSFINDINGS
Page | 88
7/29/2019 Final Cokedc
89/103
FINDINGS
The findings of the project are following:
1) Most of the people use to drink the brands of Coca-Cola.
2) Most of the consumers like cola flavour.
3) Most of the consumers like the sub brand Sprite.
4) People prefer the glass bottle in comaparision to pet and can.
5) Most of the consumers like the packing of 300ml.
6) Most of the people consume the cold drink generally.
7) The distribution of all the brands is not good in comparision to
PepsiCo.8) The people are attracted towards advertisements on Television.
9) The demand of cold drink in summer is very high.
Page | 89
7/29/2019 Final Cokedc
90/103
SWOT ANALYSISSWOT ANALYSIS
Page | 90
7/29/2019 Final Cokedc
91/103
Strengths
Acquired Thumps up with a big market share
Improved quality control
Latest and advanced technology
Modified and attractive packing
Strong Brand Name
Weakness
Tight cash policy
Less concentration on local advertising
Lack of sales promotional schemes
Less number of empties than Pepsi
Page | 91
7/29/2019 Final Cokedc
92/103
All package size is not available in the market
Opportunities
Good rural market
Direct distribution
Per capita consumption in India is still low.
The growth opportunity is phenomenal
Threats
Intense competition with Pepsi
Pepsi is having already very good position in the mind of consumer
hence it is very tough to get more market share.
Pepsi have provided sales generating assets to a large no. of
retailers due to that they are selling only Pepsi products.
Due to the problems of supply people of rural areas fail to get their
demanded quantity at the time of marriage or their specialoccasions
Page | 92
7/29/2019 Final Cokedc
93/103
PROBLEMS FOUND
After visiting nearly 220 outlets I found that there are some commonproblem of retailers, which are as,
1. The retailers are not getting proper delivery of the desired products.
They are complains that they are not getting delivery regular. This
may force them to take other alternatives.
2. Retailers are asking about schemes. They are complaining that they
are not getting proper facilities, although their sale is very good.
They do not have chairs and tables and in some cases if they have
it is not in good condition.
3. One of the big problems that the company doesnt has a direct and
permanent contact with retailers. It is a general complaint that there
Page | 93
7/29/2019 Final Cokedc
94/103
is a big communication gap between the company and them and no
one is coming the them to know their problems
4. The Questionnaire was in English language so the people found
difficult
CONCLUSIONSCONCLUSIONS
Page | 94
7/29/2019 Final Cokedc
95/103
Page | 95
7/29/2019 Final Cokedc
96/103
CONCLUSIONS
There is a communication gap in distribution channel so retailers
are not getting advantage of discounting & trade scheme.
Company sales executive should inspect the market time to time
while they do not take interest so that some retailers are unsatisfied
with company.
If retailers complaints regarding discounting & trade scheme then
he is not responded properly.
Retailers do not get the companys actual schemes.
Distributors have not maintained proper stock so that retailers do
not get all the products by which sale, discounting & trade schemes
are effected.
Page | 96
7/29/2019 Final Cokedc
97/103
SUGGESTIONSSUGGESTIONS
Page | 97
7/29/2019 Final Cokedc
98/103
SUGGESTONS FOR BRINDAVAN BEVERAGES
There are great potential markets in the rural area. But no
availability of product in those areas, company is making a great
loss of revenue.
The company should equal concentrate on small as well as big
outlets or dealers.
Sponsorship to small events should be given instead of sponsoring
large big events.
The company officials should keep eye on the fact that the schemes
are properly reaching to the outlets holders.
Company officials should visit each and every outlet and make
some interaction. This will help to make customer loyal.
The distribution system in some area is not good. The major
complaint which retailer file is that after the booking the crates
they get the product after 2 or 3 days. So they as well as company
making loss in such areas. The major complaint is that the vehicle
comes once in 2 or three days while the Pepsis distribution vehicle
comes twice a day.
Page | 98
7/29/2019 Final Cokedc
99/103
There retailer should get all the schemes which are made for them.
Some of retailers complaint that sales person promise to give the
schemes but they doesnt give to them in actual.
In many of the areas the Kinley Soda brand is not available or if it
is, is very rare. So Company should give schemes to promote sale
of Kinley soda.
Page | 99
7/29/2019 Final Cokedc
100/103
ANNEXURESANNEXURES
Page | 100
7/29/2019 Final Cokedc
101/103
QUESTIONNAIRE
Name..
Age.
Q.1 Which Brand you normally consume?
a) Coca-Cola b) PepsiCo
Q.2 Which flavor do you like most?
a) Cola b) Mango
c) Orange d) Lemon
Q.3 In Coca-Cola, which sub-brand you like most?
a) Coca-cola b) Thums Up
c) Maaza d) Sprite
d) Fanta e) Others
Q.4 Which packing do you like?
a) Glass bottle b) pet c) Can
Q.5 Which size do you prefer?
a) 200 ml. b) 300 ml.
c) 500 ml. d) 2 litres
Q.6 When you like to drink a cold drink?
a) Rarely b) Occasionally
c) Generally d) Mostly
Q.7 If your brand of cold drink is not available then what you do?
a) Go for another brand b) Dont buy
Q.8 Why do you buy a particular brand?
a) Due to taste b) Companys name
c) Due to packaging d) Any other factor
Page | 101
7/29/2019 Final Cokedc
102/103
Q.9 Which medium of advertisement affects you the most?
a) Television b) Radio
c) NewsPaper d) Road Side Hordings
Q.10 What is the effect of Celebrity endorsed products on the buying Behaviour on
you?
a) Very much b) To much Extent c) No Effect
Q.11 Do you health cautious about cold drinks ?
a) Yes b) No
BIBLIOGRAPHYBIBLIOGRAPHYPage | 102
7/29/2019 Final Cokedc
103/103
BIBLIOGRAPHY
BOOKS:
Kothari C.R.; Research Methodology, New Age, New Delhi,2007.
Ramaswamy V.S., Namakumari S.; Marketing Management,
Macmillan India Ltd, 2003.
Kotletr P.; Marketing Management,Darling Kindersley(India)Pvt.
Ltd.,Delhi,2005.
Biyani K. ; IT HAPPENED IN INDIA,Rupa company , New
Delhi,2005
Saxena Rajana ; Marketing Management, Tata McGraw Hill,New
Delhi, 2004.
Czinkota, M.R.; Marketing Management, Pearson Education
Asia,New Delhi, 2004.
Staton William J.; Fundamentals of Marketing, McGraw Hill, New
Delhi, 1994.
Bull, Victor P., Marketing Management: A Strategic Planning
Approach, McGraw Hill, New York, 2001.
WEBSITES:
Top Related