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1.c Introduction

2.c Objectives

3.c Need & Scope

4.c Research Methodology

5.c Limitations

6.c Theoretical Concept

7.c Industry Profile

8.c Company Profile

9.c Secondary Data

10.c Data analysis And Interpretation & Findings

11.c Suggestions & Conclusion

12.c Questionnaires

13.c Bibliograp

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³Marketing is a social and managerial process by which individuals and groups

obtain what they need and want, through creating, offering and exchanging

products of value with others´.

›c Philip Kotler.

Marketing includes all those activities having to do with effecting changes in

the ownership and possession of goods and services. It is that part of economics

which deals with the creation of time, place and possession utilities and that

phase of business activity through which human wants are satisfied, by the

exchange of goods and services for some valuable consideration.

›c American Marketing Association.

Marketing is the process of discovering and translating consumer wants into

product and service specifications and then in turn helping to make it possiblfor

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more and more of consumers to enjoy more and more of these products and

services.

Marketing consists of analyzing marketing opportunities, researching and

selecting target markets, designing marketing strategies, planning marketing

programs and organizing, implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and

research the selected market by measuring and forecasting attractiv eness of the

given market. Having selected the market, the companies need to develop a

differentiating and positioning strategy for the target market.

The marketing strategy must be transformed into marketing programs by

deciding on marketing expenditure s and the marketing mix. The final step is

organizing the marketing resources and implementing and controlling the

marketing plan.

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Every person who drinks a Coca-Cola enjoys a moment of refreshment and

shares an experience that millions of others have served. All of those
individual
experiences combined have created a worldwide phenomenon ± a truly
global
brand. On the distribution front, 10-tonne trucks, open-bay three wheelers
that can navigate the narrow all eyways of Indian cities, ensure availability of
our brands in every nook and corner of the country. The company-owned
Bottling arm of the Indian Operations, Hindustan Coca -Cola Beverages
Private
Limited is responsible for the manufacture, sale and distribution of beverages
across the country. A career at Hindustan Coca -Cola Beverages Pvt. Ltd. is
truly
a one-of-a-kind experience. Come taste life at Coca - Cola .

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Coca-Cola Company, nourishing the global community with the world¶s
largest
selling soft drink since 1886, returned to India in 1993 after a gap of 16 years
giving a new thumbs-up to the Indian Soft Drink Market. In the same year,
the
Company took over ownership of the nation's top soft -drink brands and
bottling
network. No wonder, our brands have assumed an iconic status in the minds
of
the consumers. Coca-Cola serves in India some of the most recalled brands
across the world including names such as Coca -Cola, Diet Coke, Sprite,
Fanta,
Thums Up, Limca, Maaza and Kinley (packaged drinking water),
Minute Maid ,Pulpy Orange.
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1.c To understand & explain the Horizontal Expansion Concept with
respect to HCCB operations at retail end.

2.c To enlist the benefits of Horizontal Expansion for the company at retail
end.

3.c To develop the business, expand the market coverage, acquisition of

retailers, retention strategies and maintaining customer relations

4.c To identify if there exists any training requirement for the

improvement of sales to its sales team?

5.c To study the behavior of sales man and distributer towards shopkeeper.

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Horizontal merger provides the following advantages to the companies which

are merged:

1) Economies of scope c
The notion of economies of scope resembles that of economies of scale.
Economies of scale principally denote effectiveness related to alterations in the
supply side, for example, growing or reducing production scale of an individual
form of commodity. On the other hand, economies of scope denote
effectiveness principally related to alterations in the demand side, for example
growing or reducing the range of marketing and supply of various forms of
products. Economies of scope are one of the principal causes for marketing
plans like product lining, product bundling, as well as family branding.

2) Economies of scale c

Economies of scale refer to the cost benefits received by a company as the result
of a horizontal merger. The merged company is able to have bigg er production
volume in comparison to the companies operating separately. Therefore, the
merged company can derive the benefits of economies of scale. The maximum
use of plant facilities can be done by the merged company , which will lead to a
decrease in the average expenses

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Synergy

Growth or expansion
Risk diversification

Diminution in tax liability

Greater market capability and l esser competition

Financial synergy (Improved creditworthiness, enhancement of borrowing

power, decrease in the cost of capital, growth of value per share and price
earning ratio, capital raising, smaller flotation expenses

Motivation for the managers

For attaining economies of scale, there are two methods and they are the
following:

Increased fixed cost and static marginal cost

No or small fixed cost and decreasing marginal cost

One example of economies of scale is that if a company increases its production

twofold, then the entire expense of inputs goes up less than twofold.

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Uc Through this study company can know about its growth compared to its
major competitor
PepsiCo.

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

position in the market

Uc This study will also help to the company to know about its promotional
activities involved in advertising.
Uc Through this study company will know about the avail ability of its products

in the market.
Uc This study is helpful to find out the sales trends of the Coke products and its

effect on consumers value and satisfaction.

Uc This study is helpful to find out the number of outlets coming under RED

concept
Uc This study is also helpful to find out the outlets efficiency which are coming
under RED.

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Uc This study directly deals with interaction of different kinds of people in the

organization which helps me to understand the corporate communication

system.
Uc This study also helps me to understand how the marketing strategy like Pull

and Push works in the corporate. (For push ± at the time of pulpy promotion,
for pull at the time of more demand of sprite.)

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Once the problem is identified, the next step is the research design.
Research design is the basic framework of rest of the study. A research design
specifies the methods and procedures for conducting particular study.

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There are two types of data:

1.c Primary data

2.c Secondary data
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The primary data is fresh information collected for a specified study. The
primary data can be gathered by observational, experimentation and survey
method. Here the entire scheme of plan starts with the definition of various
terms used, units to be employed, type of enquiry to be conducted, extent of
accuracy aimed etc.,

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1.c Direct personal investigation, where the data is collected by the

investigator from the sources concerned.
2.c Indirect oral interviews, where the interview is conducted directly or
indirectly concerned with subject matter of the enquiry.
3.c Information received through local agencies, which are appointed by
the investigator.
4.c Mailed questionnaire method, here the method consists in preparing a
questionnaire (a list of questions relating to the field of enquiry and
providing space for the answers to be filled by the respondent s.),
which is mailed to the respondents with a request for quick response
with in the specified time.

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The secondary data refers to data, which already exists. The secondary data
collect from internal records, business magazines, company websites and
Newspapers.

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For the collection of primary data a structured questionnaire was prepared

covering various aspects of the study.

The questionnaire contains closed-ended and dichotomous questions.

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It is a procedure required from defining a population to the actual selection of

the sample.

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was collected from the Company¶s website and MD ¶s Sales Presenter as well
as Primary Data was collected through structured questionnaire. The
questionnaire was designed by keeping all the objectives of the study in
mind.

The type of research which is used to conduct survey was.

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Sampling units are outlets owners/ shopkeepers selling soft drinks.

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Sample Size of 50 outlets.

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Sample Technique is Simple Random Technique.

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Method of data collection is survey method.

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Hyderabad.

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1.c The training was for shorter period of time that is why it was not
possible to carry out a detail study.

2.c The sample size was limited.

3.c The strategies of the company changes very frequently it is difficult to

make exact recommendation.
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Expansion of business capacity through the absorption of facilities or

buildings as well as through the acquisition of new equipment to handle an
increased volume in sales in which the business is already engaged. In
microeconomics and strategic management, the term Horizontal Expansion
describes a type of ownership and control. It is a strategy used by a business
or corporation that seeks to sell a type of product in numerous markets.
Horizontal Expansion in marketing is much more common than V ertical
Expansion is in production. Horizontal Expansion occurs when a firm is
being taken over by, or merged with, another firm which is in the same
industry and in the same stage of production as the merged firm,

E.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi

wants to improve it¶s sale from Coke monopoly outlets, means Coke¶s
monopoly outlets are being taken over by Pepsi now in this condition to
improve it¶s sale Coke need to open new outlets which is called Horizontal
Expansion Strategy. A monopoly created through H orizontal Expansion is
called a Horizontal Monopoly.

This is the expansion of a firm within an industry in which it is already active

for the purpose of increasing its share of the market for a particular product
or service.
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It is defined as expanding a business beyond what is presently known as
its core functions. Best illustrated by example, a typical case of horizontal

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expansion was when ProBlogger decided to introduce their Job Boards. While
ProBlogger¶s core functions was providing bloggers with tips on how to make
money through their blogs, the team behind the site identified that a job board
could compliment what they already provided their ³customers´ (readers) with,
and at the same time create a new cash flow and increase their revenue (by
charging for the listings on the job board).

This is a type of horizontal expansion where you expand on your already

existing brand and go beyond your core activity in order to create new and
(hopefully) rewarding cash flows that by calculati on will, at some point, make
your business more profitable.

Another type of Horizontal Expansion is to create a completely new section of

your company, and only tie them together under an umbrella. In the world of
small, independant online publishers a feasible example would be that if you
run a popular blog on a certain videogame, you can start a completely new blog
on another videogame, and tie them together only by a company/network blog
or website. Of course, the other method of expanding horizontally would be to
simply extend the topic of your current blog to include the additional new
videogame.

When developing an market business you will always be looking for ways to
maximize your revenue, and expanding your fields of operation is often a
possibility that surfaces when you are evaluating the future of your businesses.
While common to most of those who have formally studied business
management, the concepts of Vertical Expansion and Horizontal Expansion are
not always recognized by small time internet entrepreneurs such as myself.

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Generally when facing the option of expansion, you will have two initial paths
to choose from, and the way we usually seperate them is by classifying them as
horizontal or vertical. So what separates these two options?

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ccccccccccccIt is often referred to as Vertical Integration as well, but as I will point
out shortly, for independant online publishers, expansion is a far more accurate
word than integration. When you expand your business vertically, y ou try to
increase your profits by expanding and improving on your existing core
activities, and moving tasks you¶ve previously outsourced inhouse.

For larger companies an example of vertical expansion could be to

purchase or merge (hence the term Vertical Integration) with the company that
handles their logistics. Similarly a possible vertical expansion for a blogger
could be to sell his own ads instead of using adsense, but seeing how buying
adsense off of Google is probably not very likely, the term expansion makes
more sense in this case than integration.

Common to both types of expansions are that they both involve a certain
amount of risk, horizontal even more so than vertical. When expanding
horizontally as an online publisher you will be required to either outsource the
information you will provide, or climb a steep curve of learning in order to gain
the proper insight in order to be able to provide quality content on the new
subject.

When expanding vertically, the curve of learn ing can be equally steep, or even
steeper, because often it means that you will have to learn a completely new
trade that you don¶t have any prior experience with what so ever. Your already
existing access to knowledge, whether it is in yourself or already employed

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people, should therefore be considered when considering either forms of
expansions

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A plan which is intimately connected to horizontal merger is horizontal

expansion. This refers to the expansion or growth of a company in a sector that
is presently functioning. The aim behind a horizontal expansion is to grow its
market share for a specific commodity or service.

&c 10 !6c behind this type of mergers is to achieve economies of scale in
the production procedure through carrying off duplication of installations,
services and functions, widening the line of products, decrease in working
capital and fixed assets investment, getting rid of competition, minimizing the
advertising expenses, enhancing the market capability and to get more
dominance on the market.

1.c to increase the market share

2.c to develop new markets for the expansion of coca cola
3.c to identify new opportunities for the new market
4.c to get rid of competition and reduce cost

The objective should be thought from different perspective point Of view as mentioned below

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coca cola soft drink

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BCG matrix of coca cola

Product life cycle of coca cola

Coca cola competitor


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When we will entered into the market then to approach the outlet we
have to observe the type of outlet before we visited the outlet they have been
using from which kind of products like as pepsi. If they are being used to
display the pepsi products. After we should visited the pepsi outlet then we need
to introduce our coca cola products to that outlet. After we should introduce our
products to explain the profits then we can interact closely with them. We need
to observe which type of outlet th ey are using after we observed the outlet
models. If it is the grossory, convenience, E&D models. What type of cooler is
expecting from our company? We should provided our cooler to satisfy them as
well as simantaneuously, to expand our market business res pectily.

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The ultimate objective of coke is to acquire more customer and serve them
properly. While doing Horizontal Expansion take care to the competitor¶s
strategy. The main competitor is PEPSI, who has opted Vertica l Expansion to
generate more sell however Coke do not believe on Vertical Expansion

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because Vertical Expansion has limited preview so COKE is great believer in
Horizontal Expansion and this strategy helped to the company to maintain its
leadership in the soft drink industry.
India is a big country having diversified taste and appearance and same
character is reflected in their demography. Horizontal Expansion helps the
company to serve the more people and more customers touch point because
in the waste country many customers commutes.
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To do Horizontal Expansion more efficiently we made a profit story and talk to the
shopkeepers according to that story.


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# c ) hello sir, I am from Coke and I have a proposal that will surely
increase your income. May I present you?

&(c) yes please present it

# c 3 Sir if you will start to sell coke then your overall sale will be
increased and it is not tough to sell coke because Coke is the leader in beverage
industry and a very well known brand.

&(3 yes, but how it can increase my overall sale?

# c 3 Sir, you are selling Chips, Pastry and snacks. And these products
have a very good combination with cold drink. If a person wants to purchase any
of these products then it is quite possible that he will purchase Coke and vice
versa.

&(c) But how Coke can increase my profit?

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# c) Sir if you are really interested to explore through Coke, you may be
able to sell 2 cases of 200ml, 1 case of 300ml, 1 case of 600 ml and 1 case of 2
liter. And for start selling Coke you need to invest only Rs. 420. We will provide
you 3 empty carets

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200 168 24 8 192 24
300 214 24 10 240 26
600 488 24 22 528 40
2000 455 9 55 495 40

Sir your daily profit from coke (in Peak season) = Rs. 154

Profit per month (in Peak season) = Rs. 4620

Profit of whole season = Rs. 13860

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Profit of rest of the 9 months = Rs. 20790

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Profit of whole year = Rs.34650

Your investment = Rs. 1913

Your ROI = 34650 * 100/1913

= 1811.29%

&(c) But I do not think this much will work what about those stuffs that
needs to support trading of Coke and I have to provide them like electricity, ice etc.

# c) Sir that¶s a really nice question, we can understand your anxiety and
we have to offer much more for this. We have minimum Rs. 10 offer on 200 and
300 ml and Minimum Rs. 20 on Pet bottles. More over if you are keeping your
refrigerator for the storage purpose of Coke if will be all right as the refrigerator

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can work by consuming power as low as 2 units per day which will cost you Rs. 8
per day.

So, what you have to say about our offer?

&(c) Yes, I think it will be a nice idea to accept your offer.

# c ) Thank you sir and Congratulation Ë

  I will be
dropping my products within 10 minutes as I have the carrying vehicle with me
and within next 15 minutes you are all set to go for selling Coke.

On some shops we set refrigerators and to keep a refrigerators we need to collect 1

photo copy of Voter ID card or Rashen Card, 1 photo copy of electricity bill and 1
passport size photo of shopkeeper.

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Uc Through this study company can know abo ut its growth compared to its
major competitor
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Uc This study will also help to the company to know about their new concepts

position in the market

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

activities involved in advertising.

Uc Through this study company will know about the availability of its products
in the market.
Uc This study is helpful to find out the sales trends of the Coke products and its

effect on consumers value and satisfaction.

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Uc This study is helpful to find out the number of outlets coming under RED

concept
Uc This study is also helpful to find out the outlets efficiency which are coming

under RED.
Uc This study directly deals with interaction of different kinds of people in the
organization which helps me to und erstand the corporate communication
system.
Uc This study also helps me to understand how the marketing strategy like Pull

and Push works in the corporate. (For push ± at the time of pulpy promotion,
for pull at the time of more demand of sprite.)
£c Provides Incremental Volume & Revenue for Business
£c By horizontal expansion there will be more outlets of our product In
the market which will sell our product in more quantity. This will
generate incremental revenue for the business.
£c Helps Improve Route Productivity
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£c Increase in market power over supplier and downstream market
channels

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B t expansi n techni es are meant for increasing sales vol mes. B t in
hori ontal expansion company can earn more profits by spending less. Let s
see the profit story of hori ontal expansion

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Above tables clearly indicate the importance of opening new outlets. By

doing vertical expansion only growth in profit was not very effective but
because of opening just 200 new outlets sales increased to a large extent.
Total profit margin and return on investment also increased.

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Apart from the other benefits of horizontal expansion, its main benefit is to
generate incremental revenue for the company. During the project I studied
strategies and analyzed the market. My major job was to use different tools
provided by the company for horizontal expansion like refrigerator, ice box
etc. and to open outlets for coca cola products. With my other team mates I
targeted the market of Ghaziabad and our outcome is as follows: -

No. of New outlets in Gachi bowli, BHEL = 10

No. of New outlets in Ameer Pet = 5

No . of New outlets In Yusafguda = 10

No. of New outlets in other areas = 25

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Avg. Sales at each outlet = 3 cases per outlet

Total Sales = 50*3 = 150 cases per day

Avg price per case = 200 Rs( assumed)

Total Revenue = 200*150

= Rs. 30,000 per day

(Note: see appendices for the list of outlets)

Hence we can see the huge revenue generated by the horizontal Expansion.
It also increased the visibility and market share of the coca cola products.

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At the core of the beverage industry is the carbonated soft-drink category. The
dominant players in this area (Coca Cola, Pepsi, and Cadbury -Schweppes) own
virtually all of the North American market¶s most widely distributed and best-
known brands. They are dominant in world markets as well. These companies¶
products occupy large portions of any supermarket¶s shelf space, often covering
more territory than real food categories like dairy products, meat, or produce.

As with many mature retail industries, the beverage giants have a problem ±
growth in the sales of their flagship carbonated products are at a near standstill
in the key U.S. market, with 1% growth or less. After years of rapid growth, it
seems that the average American can¶t drink any more flavored, fizzy soda
water. To remedy that, these three companies are rapidly expanding both
globally as they enter and promote new markets for existing products and
locally, as they add products from adjacent beverage categories in the
supermarket, in categories that are still expanding. We'll talk about these areas
in a later posting.

The prototype of all marketing and branding struggles, the ³Cola Wars´ keep
expanding. The Pepsi and Coca Cola keep rolling out the big guns: dueling pop
stars, and new branded products in the form of ³ !##c( ´ and ³!c
#.´ . They are fighting on the TV, in the fast-food restaurants, and in the
supermarkets; they are also dueling in the schools. One of the biggest pushes of

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the last few years has been convincing school districts, universities, and other
institutions to go all-Coke or all-Pepsi, in return for a (small) cut of the gross
sales.

Selling costly sugared water and building an increasing demand for it, even in
Third World countries, involves marketing in its purest form, unsullied by a ny
preexisting need or local tradition. Markets in Eastern Europe, China, India, and
Mexico, among others, are expanding fast, and both Coke and Pepsi are finding
local partners (bottlers) in these countries to keep extending their reach. And
while the American market may be mature, there¶s still an opportunity
worldwide to replace hot beverages like coffee and tea that require some
preparation with these cold, iconic. c

All this worldwide activity can¶t disguise an unpleasant core reality for the
vendors: U.S. carbonated soft drink sales increased only 0.5% in the year 2002.
Although total sales for the industry was up slightly, per capita consumption
was down for the third year in a row In other words, domestic soft drink growth
is not keeping pace with population growth.

Overall soda market

In fact, Coke and Pepsi have a third major rival on the bottled soft drink
shelves, namely Cadbury-Schweppes. The big three carbonated
beverage makers now exist in a stable oligopoly those changes only by small
increments and which controls over 90% of the market. Over the years,
Cadbury-Schweppes (the result of a merger between a British candy company

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In past decades, the carbonated beverage section had been the beneficiary of an
amazing record of growth, where consumption has more than doubled over the
past 25 years. Americans consume twice as much soda as they did 25 years ago,
up from 22 gallons per person per year to over 56.

In 2000, these three companies had almost exactly the same share of the U.S.
market they had in 1999, namely:


Brands
Percentage
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etc.
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W, Canada Dry, Sunkist, Squirt, etc.

While individual flavors go up and down, the relative market share of the big
three changes at a glacial rate. The next biggest North American soda company,
the Canadian-based Cott Beverage Company, had only a little over 3% of the
market and that company specialize in supplying private label soda to
supermarkets and other chains.

In 2001, however, Cadbury acquired moribund RC Cola, giving it a cola drink

to battle against the big guys. This gave the company more shelf position and
immediately gave the RC Cola brand, long a distant also-ran with weak

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It¶s pretty indicative of this mature market that the only major move in market
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so small that the biggest remaining brand doesn¶t make more than 1%
difference in total volume.

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In the last part of our look at the beverage business, we noted that oligopolies
Coca Cola, PepsiCo, and Cadbury Schweppes had "flooded" a mature market,
so that there was minimal growth potential in the carbonated beverages
category. So, how can these companies grow, something all oligopolies are
compelled to do? First, by expanding internationally. Second, by acquiring or
adding new products in other beverage areas, which show both faster growth
and less well-defined competition. In fact, other beverage types have only in the
last decade come into focus as separate, important categories.

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So the search for new beverage footholds has become the second front of the
Cola Wars. There is a scramble for new territories in beverage shelf space, and
Coke and Pepsi are investing heavily. These alternative beverages areas were
established by startup or small cap companies, including Snapple and Arizona
Iced Teas, Ocean Spray and Nantucket Nectars, SoBe and Calistoga. The
emerging categories began to look like both a threat and an opportunity for the
big three.

In 2001, according to Beverage Age Magazine. The segments of alternative or

"New Age" beverages ranked by order of sales, were:

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In general, The Coca-Cola Company (TCCC) and/or subsidiaries only

produces
(or produce) syrup concentrate which is then sold to various bottlers
throughout
pharmacist John Stith Pemberton in 1886. The Coca -Cola formula and brand
was bought in 1889 by Asa Candler who incorporated The Coca -Cola
Company
in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently
offers
nearly 400 brands in over 200 countries or territories. The company operates
a
franchised distribution system dating back to 1889 where TCCC only
produces
syrup concentrate which is then sold to various bottlers throughout the world
who hold an exclusive territory. The Coca-Cola Company is headquartered in
Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and
S&P
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All 25 of the Divisions Company-owned bottling plants have gained the

international standard ISO 14001 Environment Management System
certificate.

The ISO 14001 certificate is the internationally recognized standard of

Environmental Management.

A company must demonstrate management commitment, the total

involvement of all employees and a compliance with applicable regulatory
and internal company standards.

Strict division compliance with eKO system ensured that the bottling plants
were ready to meet the tough evaluation criteria and standards of the ISO
auditors.

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Thums Up is a carbonated soft drink (cola) that is very popular[citation
needed] in India, where its bold, red thumbs up logo is common. It is similar
in flavor to other colas but has a unique taste reminiscent of betel nut.
Introduced in 1977 to offset the expulsion of The Coca-Cola Company and
other foreign companies from India, Thums Up, Limca, and Campa Cola
gained nationwide acceptance. The brand was bought out by Coca -Cola who
later re-launched it to fight against Pepsi after unsuccessful attempts at brand
killing.

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During late 1970s, the American cola giant Coca -Cola was banned by the
Indian government. Following this, the Parle brothers, Ramesh Chauhan and
Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as
their flagship drink, adding to their portfolio of older brands Limca (lime
flavour) and Gold Spot(orange flavored). Thums Up was basically a cola
drink, but the company never claimed it as such. The formula was just as
closely guarded as the famous Coke formula. During the same time, the
owners of Coca-Cola¶s bottling plant, Pure Drinks Ltd., launched Campa
Cola and Campa Orange, both of which had a higher dose of carbon dioxide.

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The Thums Up logo was a logo showing a red thumbs up hand gesture
with a slanted white serif typeface. This would later be modified by Coca-
Cola with blue strokes and a more modern-looking typeface. This was mainly
done to reduce the dominant red color in their signage.
The picture shows the thums up mountain or thums up pahaad(in
Hindi)manmad hills which has a natural top l ike thums up logo and is a
popular sight from trains .Its famous caption until the early `80s was, ³Happy
days are here again´, coined by then famous copywriter Vasant Kumar,
whose father was spiritual philosopher U. G. Krishnamurti. Later it was
changed to "Taste the thunder!´.

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multinationals, Pepsi was the first to come in. Thums Up went up against the
international giant for an intense onslaught with neither side giving any
quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to
thwart the Indian brand, Thums Up increased its spending in the Cricket
sponsorship. Then the capacity went from 250ml to 300ml, aptly named
MahaCola. This nickname gained popularity in smaller towns where people
would ask for "Maha Cola" instead of Thums Up. The consumers were
divided where some felt the Pepsi¶s mild taste was rather bland.
In 1993 Coca-Cola re-entered India after prolonged absences from
1977 to 1993. But Coca-Cola¶s entry made things even more complicated
and the fight became a three-way battle. That same year, in a move that
baffled many, Parle sold out to Coke for a meagre US$ 60 million
(considering the market share it had). Some assumed Parle had lost the
appetite for a fight against the two largest cola brands; others surmised that
the international brands seemingly endless cash reserves psyched-out Parle.
Either way, it was now Coca-Cola¶s, and Coke has a habit of killing brands
in its portfolio that might overshadow it. Coca-Cola soon introduced its cola
in cans which was all the rage in India, with Thums Up introduced alongside,
albeit in minuscule numbers. Later Coca-Cola started pulling out the Thums
Up brand which at that time still had more than 30% market share.

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Type Lemon-lime soda
Manufacturer The Coca-Cola Company
Country of origin India
Introduced 1977
Limca is a lemon and lime flavored carbonated soft drink made in India and
certain parts of the U.S. It is less bubbly than its American counterparts like
Seven Up and Sprite, and it has a slight flavor of ginger.
In 1992, when the government allowed Coca-Cola to return, at the same
time as it admitted Pepsi for the first time, Coca-Cola bought Limca, Thums Up,
Maaza and other drink brands.
Like other sodas, Limca is generally sold in glass bottles within India, which
are returned to the store or restaurant after the contents have been drunk. The bottles
are sent back to the manufacturer, washed and reused, because they are more
expensive than the soda itself.
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and other unique statistics from an Indian perspective.
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Type Lemon-lime
Manufacturer The Coca-Cola Company
Country of origin Germany
Introduced 1961
Sprite is a clear soda, lemon-lime flavored, caffeine free soft drink, produced
by the Coca-Cola Company. It was introduced to the United States in 1961.
This was Coke's response to the popularity of 7 Up, which had begun as
"Lithiated Lemon" in 1929. It comes in a primarily green and blue can or a
green transparent bottle with a primarily green and blue label.

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Originating in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta"),
Sprite was introduced to the United States in 1961 to compete against 7-Up.
In the 1980s, many years after Sprite's introduction, Coke pressured its large
bottlers that distributed 7 Up to replace the competitor with the Coca -Cola
product. In large part due to the strength of the Coca-Cola system of bottlers,
Sprite finally became the market leader position in the lemon-lime soda
category in 1989
Global naming Sprite, as a lemon -lime soda, is referred to by consumers
around the world in a variety of ways. It is called lemonade in Australia and
New Zealand. In Ireland and Canada, Sprite and 7 -up are interchangeable
and, when asked, a person may say Sprite or 7 -up to mean the same drink. In
South Africa, Sprite and Schweppes Lemonade are almost interchangeable.
In some parts of Switzerland, Sprite (or any other type of lemonade) is also
known simply as citra.
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Fanta is a global brand of fruit-flavored soft drink from the Coca-Cola

Company. There are over 115 flavors world-wide; however, most of them are
only available in some countries. The brand was originally introduced in
Germany in 1940, and was purchased by Coca-Cola in 1960. Today it is
available in 180 countries.

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In 1940 Fanta was created by the German chemist Schetelig during
World War II in Germany, by the German Coca-Cola bottling company in
Essen. Due to war time restrictions on shipping between Germany and the
United States, the German bottling plant could not get Coca-Cola syrup. The
CEO of the plant, Max Keith, needed a product to keep the plant in operation
and devised a fruit flavored drink made from available ingredients.
Using apple fiber remaining from cider pressing and whey, a byproduct
from cheese manufacture,
Fanta was created and became quite popular. The original German
Fanta had a yellow color and a different flavor from that of Fanta Orange.
The flavor varied throughout the war, depending on the ingredients used.
The name 'Fanta' was coined during an employee contest to name the
new beverage. Keith told them to let their Fantasie (German for
"imagination") run wild. On hearing that, salesman Joe Knipp spontaneously
arrived upon the name Fanta.
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Type Fruit juice
Manufacturer The Coca-Cola Company
Country of origin India
Introduced 1976
Variants Maaza Orange, Maaza Pineapple
Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and

Bangladesh, the most popular drink being the mango variety, so much that
over the years, the Maaza brand has become synonymous with Mango.
Initially Coca-Cola had also launched Maaza in orange and pineapple
variants, but these variants were subsequently dropped. Coca-Cola has
recently re-launched these variants aga in in the Indian market.
Mango drinks currently account for 90% of the fruit juice market in
India. Maaza currently dominates the fruit drink category and competes with
Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially
sold in returnable bottles. However, all brands are also now available in small
cartons and large PET bottles. Of late, the Indian market is witnessing the
entry of a large number of small manufacturers producing only mango fruit
drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes
slightly sweeter than Slice. Maaza claims to contain mango pulp of the
Alphonso ariety, which is known as the "King of Mangoes" in India.
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Maaza was launched in 1976 in India. The Union Beverages Factory, based
in the United Arab Emirates, began selling Maaza as a franchisee in the
Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza
brand in these countries through Maaza International Co LLC Dubai. In India
, Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along
with other brands such as Limca, Citra, Thums Up and Gold Spot. As for
North America, Maaza was acquired by House of Spices in 2005.

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Minute Maid is a product line of beverages, usually associated with
lemonade or orange juice, but now extends to soft drinks of many kinds,
including Hi-C. Minute Maid was the first company to market orange juice
concentrate, allowing it to be distributed throughout the United States and
served year-round.
The Minute Maid company is now owned by The Coca -Cola Company, and
is he world's largest marketer of fruit juices and drinks. It is headquartered in
Houston, Texas, and employs 2,200 people. In 2002 the Houston Astros
baseball team sold the naming rights for their venue, subsequently anointed
Minute Maid Park, and the company now owns 8.5% of the team.
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The National Research Corporation (NRC) of Boston, Massachusetts,
developed a method of concentrating orange juice into a powder using a
"high-vacuum process" in 1945. The US Army had a need for 500,000 lb
(227,000 kg) for the war, so NRC created a new branch, the Florida Food
Corporation. Led by John M. Fox, the company won the government contract
for $750,000.
The war ended and the contract was canceled before the factory could
be built, but with investment, the company moved forward with a product.
Rather than selling powder to the public market, the company decided
to create frozen orange juice concentrate. A Boston marketing firm came up
with the name Minute Maid, like Minutemen, implying the juice was quick
and easy to prepare.
With limited funds for advertising, Fox himself went door to door
giving free samples, until demand skyrocketed. The ability to purchase fresh-
tasting orange juice at any time of year, far from where oranges are grown,
proved popular, and led to the company's national success.
The Minute Maid company was purchased by Coca -Cola in 1960.
In 1973, the company released the first ready-to-drink, chilled orange
juice product in the United States.

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Water, a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the
most basic need of life, the very sustenance of life, a celebration of life itself.

The importance of water can never be understand. Particularly in a nation

such as India where water governs the lives of the millions, be it as part of
everyday ritual or as the monsoon which gives life to the sub -continent.

Kinly water understands the importance and value of this life giving force.
Kinley water thus promises water that is as pure as it is meant to be. Water
you can trust to be truly safe and pure .

Kinley water comes with the assurance of safety from the Coca - Cola
Company. That is why they introduced Kinley with reverse -osmosis along
with latest technology to ensure the purity of their product. That¶s why they
go through rigorous testing procedure s at each and every location where
Kinley is produced. Because they believe that right to pure, safe drinking
water is fundamental. A universal need, that can not be left to chance.

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£c It is found that Coca-Cola is market leader compared with Pepsi the

market challenger. The market share of Coca -Cola is 65% and that of
Pepsi is 35% only according to the areas where the researcher had
surveyed

£c It is found that 11% are exclusi ve, 30 % are shared and 40% are
neither co and pc. It is found that 40% of outlet are needed to
horizontal expansion.

£c Volume of consumption 200ml co is higher then others it is necessary

to launch 200ml products more. Even though during the survey
consumers demand more 200ml products of co for business expansion
in service industry.

£c It is found that there is 44% outlet where there is no sales growth

assets

£c It is found that 39% are not using any vernacular freeze so there is a
chance to provide freeze in these area to give business or develop
business and increase market share

£c It is found that thumps up is leading brand with sales 26% brands

among the brand

£c In the survey it is found that in gacchibowli , hitch city there is a lot of

chance to develop business

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£c It is found that there is a lot of chance in gaccchi bowli, hi -tech city to

make expansion

£c Through the research it is found that boards are best display for outlets

£c Researchers found that coca cola is No.1 One in brand customer

demand more equity, brand equity is better measure of firms
performance

£c Researcher found that gap between demand and supply is not good

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The following are the some suggestions that can be implemented to increase
the customer satisfaction and the profitability of the company for the horizontal
expansion of coacola

£c Supply distribution should improve in area like kukatpally, gachhibowli,

£c Training should be given to encourage marketers to promote coke at new
areas where there is not yet competitors involved
£c Overall services should be improved for getting more sales and being
remained the market leader.
£c They should deepen the partnership arrangement with suppliers and
distributors and make them feel as a part of the company.
£c At every retail outlet there is limited products of coke product line, so the
distributor should supply every coke product line

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In the present competitive world the success of the company

depends on satisfying the customers as well as channel members. This is the
area of retail business and to win the race and be on the top companies are out
performing by spending more on trade promotions. The channel members play a
key role in increasing the sales of FMCG products. So the co mpany has to pay
more attention on distribution, promotion and availability of brand to win sales
in the market.

The study concludes that the Hindustan Coca Cola Beverages Pvt. Ltd has to
strengthen its product line by introducing new flavors and new size s. It also has
to increase the stock holding and availability of cock brands through motivating
channel members by offering attractive schemes and incentives

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Marketing Management : Philip Kottler

Market Research (Naresh K. Malhotra)

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1. What type of channel did you hold ?

. E&D . Grocery . Convenience . Other

2. If there are no drinks in the outlet  are you willing to sell soft drinks ?

. Yes .No

3. How many number of customers did you hold per day?

<100 <200 <300 <400

4. Is there any chilling equipment present ?

.coke . Pepsi co. . Own fridge . Others

5. The first and mostly preferred soft drink company

. Coke co . Pepsi co . Parle . Others

6. Why did you give the preference coke co ?

. Brand name . customer loyalty . best offers . above all

7. a. If the preference is Coke Co. then which product you prefer more

. Coca cola . Thums up . Sprite . Limca . Fanta

. Mazaa . Pulpy orange . Nimbu fresh

b.. If the preference is Pepsi Co. then which product you prefer more

Pepsi . 7 Up . Slice Mirinda . Mountain dew . Tropican

c. If the preference is Parle Agro then which product you prefere more

. Frooti . Appy

8. Which packs attracts the retailers to open a outlet?

. RGB . Tetra packs . Pet bottles . Cans

9. Which of the following promotions affect the opening and retaining of outlets?

. Schemes . Case refund . Price pack . Any other

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10. Are you able access the different kinds of offers provided by the company every day

. Yes . Not regularly . Not at all

11. According to you which of the following offers will benefit your business

. Free bottles . Less MRP on purchase . Gift vouchers . SMS offers

12. Do you think that the business of these soft drinks is seasonal

. Yes . No . Neutral

13. Is company providing satisfied service, if any problem comes ?

. Yes . No . Neutral

14. After opening the outlet how does the company response?

. Satisfied . Highly satisfied . Dissatisfied . Highly dissatisfied

15. Kindly rate the behavior of sales man toward

. Highly satisfied . Satisfied . Dissatisfied . Highly dissatisfied

I. Delivery

II. Communication

III. Visit frequency

Area :

Name of the outlet :

Addres :

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