1

OF

The world’s most recognized trademark

it is recognized by 94% of the world’s population

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. ,

PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.

SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OF

APOLLO INSTITUTE OF TECHNOLOGY
KANPUR

UNDER GUIDANCE OF:

Mr. ADESH TRIPATHI
(AREA MARKETING MANAGER)

SUBMITTED BY:
Divya Tiwari
MBA 3rd SEMESTER
2009-2010

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DECELARATION

I Divya Tiwari declare that this project report titled “Comparative

Survey of Coke vs. Papsi” is an original work done by me under the
guidance of Mr. ADESH TIWARI (AREA MARKATING MANAGER). I
further declare that it is my original work as a part of my academic course.

PLACE: KANPUR

DATE: Aug. 16th, 2010

Divya Tiwari

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INDEX
TITLE PAGE
AKNOWLEDGEMENT
MEANING OF PROJECT
INTRODUCTION

CHAPTER 1: PROFILES
 HISTORY OF THE COMPANY

 EARLY GROWTH
 WARTIME DEVELOPMENT RECENT DEVELOPMENTS

 POSTWAR GROWTH

CHAPTER 2: INDUSTRIAL PROFILE

 SOFT DRINK INDUSTRY IN INDIA

 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA

CHAPTER 3: PRODUCT PROFILE

 SOFT DRINK INDUSTRY IN INDIA

 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA

CHAPTER 4: THE COMPETITIVEAREA

 THE COMPETITIVE AREA AMONG COKE AND PEPSI

 ADVERTISING

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CHAPTER 5: MARKETING DEPATMENT

 MARKETING DEPARTMENT
 SALES PROMOTION TECHNIQUES OF COMPANY
 CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
 S.G.A PROVIDING COMPANIES

CHAPTER 6 INTRODUCTION

 OBJECTIVE OF THE STUDY

 R.E.D. CONCEPT
 PRE SALE CONCEPT

 ADVERTISEMENTS TARGETED BY COKE

 PROMOTION BY THE COMPANY

CHAPTER- 7 MARKET IMPACT TEAM

 MIT
 METHODOLOGY AND DETAILS
 AFTER MIT ROAD AHEAD

CHAPTER- 8 OBJECTIVES

 OBJECTIVES
 IMPORTANTS OF OPENING NEW OUTLETS
 IDENTIFICATION OF NEW OUTLET
 PROCESS OF OPENING A NEW OUTLET
 DEAL WITH OBJECTIONS &QUERY
 HORZENTAL EXPENTION FLOW CHART

CHAPTER 9: MATHODOLOGY
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 RESEARCH METHODOLOGY
 DATA ANALYSIS

CHAPTER 10: HYPOTHESIS

 SWOT ANALYSIS

CHAPTER 11: CONCLUSION

 CONCLUSION
 FINDINGS
 SUGGESTION

CHAPTER 12: QUESTIONAIRE

 QUESTIONAIRE
 DECELARATION
 REFRENCES

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ACKNOWLEDGEMENT

Coke, Panki Industrial Area, Kanpur for giving opportunity to associate myself to
the world’s largest soft drink company and to carry out my project titled

“Comparative Survey of Coke vs. Papsi”.

I am sincerely thankful to Mr. ADESH TRIPATHI (AREA MARKETING

MANAGER) under whose guidance I have successfully completed this project and the
time spend with constant encouragement, warm response and for filling every gap
with valuable ideas that has made this project successful. I would also give special
thanks to all the outlet holders to whom, I visited for the support, information, co-
operation, advice to complete my project details would also given my sincere thanks
to all the staff and the members of Hindustan Coca-Cola Beverages Private Limited.

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MEANING OF PROJECT
The word “Project” has great specification in the field of management before starting any
work we must have an idea about its basic. The meaning of the “PROJECT” is as follows: -

“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and proper
arrangement of sen sex and suggestion on respectively in accordance with need.

“R” – It stand for associated with word resource with which guides to promote planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing technical process.

“C” – This stands for the phenomenon of constriction on which is more essentially and basic
form of work.

“T” – This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is systematic

conclusion discussed proposed particular subject which, include complete information
about required to machine tools, appliances need the various operation required to be
done in well sequences.

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

Abraham Ninan
Director External Affairs,
Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APROX)

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CONCLUSION
In general we came to conclusion. That project is systematic conclusion discussed
proposed particular subject which, include complete information about required to
machine tools, appliances need the various operation required to be done in well
sequences.

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CHAPTER – 1

 HISTORY OF THE COMPANY

 EARLY GROWTH
 WARTIME DEVELOPMENT
 POSTWAR GROWTH
 RECENT DEVELOPMENTS

HISTORY OF COCA-COLA
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This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called
Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula,
which was made from carbonated water, cane sugar syrup, caffeine, extracts of
kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it
made its Debut as a soft drink the same day, selling for only 5 cent. His
bookkeeper named this drink “Coca-Cola” after the first two ingredients and the
same distinctive script he wrote it in is the same logo they use To this day.

In January 1893 Coca-Cola was registered with the U.S. patent office.
Later on in 1915 the Root glass company created the famous contour glass bottle
for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the world’s most recognized trademark

with a record of 3 million Coke’s sold per day. Unfortunately, John Pemberton
fell ill, and did not live to see his product’s success

Sadly, in the first year of Coke’s existence, Pemberton and his partner only
made $50. Pemberton sold two third of his business in 1888 to cover his losses
and keep the business afloat.

He died later that year, and Mr. Candler, an Atlanta druggist, purchased
total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler
and his brother formed the Coca-Cola Company.

EARLY GROWTH

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In 1893 Candler registered Coca-Cola as a patented trademark. He also
responded to growing concern over the dangers of cocaine by reducing the
amount of coca in the drink to a trace. However, he kept some coca extract in
Coca-Cola so the name would accurately describe the drink. Candler only had a
patent on the name, and not the drink syrup that is, the drink’s base, containing
all the ingredients minus carbonated water. He figured that keeping the Coca in
his formula would legally allow the company to distinguish its drink from
imitations. Other companies also produced soda drink made with cola nut
extract. In particular, the Pepsi-Cola Company would become Coca-Cola
Company’s major competitor over the next few decades.
Candler also spent more than $11,000 on his first massive advertising
campaign in 1892. The Coca-Cola logo appeared across the country painted as a
mural on walls; displayed on posters and soda such as calendars and drinking
glasses. In addition, Candler was the first person ever to use coupons to gain
customers for a product. He distributed flyers offering free soda fountain glasses
of Coca-Cola to people visiting his drugstore.
In 1894 the Coca-Cola Company opened its first Coke syrup production
plant outside of Atlanta, in Dallas Texa. That same year a candy storeowner in
Vicksburg, Mississippi installed bottling machines and produced the first bottled
Coke. It had previously been sold only at soda fountains. By 1895 the drink was
sold in all U.S. states and territories.
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,
Tennessee, bought the exclusive right to distribute Coke syrup to bottles
throughout most of the country for only on dollars, at the

time, Candler saw little profit in bottling and was more than willing to give
up that part of the business.
In 1915 the Root Glass Company created a couture glass bottle for Coke,
its design based on the curvature of a coca bean. This bottle design became a
Coke trademark worldwide. The same year, Candler retired

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from the company, passing it on to his children and moving into polities. He
was elected mayor of Atlanta in 1916.
In 1919 the Candler family sold Coca-Cola to businessman Ernest
Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was
elected company president in 1923. Robert Woodruff was a skilled marketer and
he put more of the company’s resources into market research than
manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Coke’spopuler

image in the United States by pledging that his company would provide Coke to
every U.S. soldier. The company did not limit itself, however, to only doing
business that would increase its success in America. In the period leading up to
the war, between 1930 and 1936, it had set up a division of the company in
Germany, and it continued that venture during the war. It recreated its image
as a German company and allowed the Germans to produce all but two, secret,
Coca-Cola ingredients in their own factories.
In 1941 the German company’s president, Max Keith, developed Fanta
orange soda using orange flavoring and all the German-made Coke ingredients.
The Coca-Cola Company’s wartime efforts helped it expend its global market,
often with the economic support of the U.S. government.
By the end of the war in 1945, it had established 64 overseas bottling plants.
The same year the company registered a patent on Coca-Cola’s popular
nickname, COKE.

POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Company’s president.
Candler and Woodruff are remembered as the two most important figures in the

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company’s early growth, both for their contributions to the company and their
considerable fortunes donated to the city of Atlanta. After Woodruff departure,
the company began to diversify by producing new products, acquiring new
business, and entering new international markets.
In 1960 the Coca-Cola Company purchased the Minute Maid Corp.
producer of fruit juices and began offering Coke in cans. Between 1960 and 1963
it also launched four new soft drink in the United States: Fanta, an orange soda;
Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the
company acquired the Duncan foods crop. In 1967, it created the Coca-Cola
foods division by merging its Duncan and Minute Maid operations.
In the late 1960s, Coca-Cola faced difficulties in some of its foreign
markets. When the company built a bottling plant in Israel at the outset of the
Arab-Israel War, the governments of all Arab League nations banned the
production and sale of Coke. A year later the company withdrew from its
markets in India when that country’s government requested that Coca-Cola
reduces its equity in joint ventures to 40 percent. The company refused to
relinquish so much control over those operations.
In 1977 Coca-Cola began packaging Coke and other drinks in two-liter
plastic bottles. The popularity of these large bottles grew over time,

and their sales earned the company new project, primarily in small
specialty and convenience stores.
In 1982 the company introduced Diet Coke, which soon becomes the best-
selling diet soft drink in the world.
Also in 1982, Coca-Cola purchased the motion-picture company, Columbia
Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two
year later, the company sold off its Columbia holdings and other media
acquisitions to Sony Corporation for over $1.5 billion.
By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S.
market to the point that the two had almost equal sales. In an attempt to return
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market dominance, the company attempted the first-ever reason of the original
Coke recipe. The American public largely rejected New Coke, and so the
company quickly returned to also producing the old recipe under the name Coca-
Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no franchised

U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began
acquiring independent bottling companies, a venture that grew into the world’s
largest bottle of soft drinks by 1988, while Coca-Cola Enterprise distributes over
half of all Coca-Cola products in the United

States, small franchises businesses continue to bottle can and distribute the
company’s drink worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones
Industrial Averages index of stock market performance. Its stock is traded on the
New York Stock Exchange. Coca –Cola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink market in
themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company
earned almost 80 percent of its profits from international sales.

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CHAPTER – 2
 SOFT DRINK INDUSTRY IN INDIA
 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA

SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised

of consumer’s throughout the country, and of all ages. The industry has been
comprised of all Indian Soft-Drinks manufactures and the multinational Coca-
Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian manufacturers
namely, Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in
Government Policies of liberalization, which has helped user in two huge
American Multinational Pepsi-Cola international and Coca-Cola

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.
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA

1977
 Refusing to dilute its equity stake, Coca-Cola winds up it
operations in the country.

 Thums-Up from Parle and Campa-Cola from Pure Drinks

launched.

1986
 An application for a soft drink cum snack food joint venture
by Pepsi. Voltas and Punjab agro is submitted to the Indian
Government.

1988
 Final approval for the Pepsi food limited project granted by
the Cabinet committee on economic affairs of the Rajeev
Gandhi Government.

 Coca-Cola South Asia Holding Incorporation of the U.S.

files an application to manufacture soft drinks concentrate
in Noida (Delhi) free trade zone.

1990
 Pepsi Cola and 7 Up launched in limited market in North
Indian.

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 The Government clears the Pepsi Project again but with the
brand name changed to Lehar Pepsi. Simultaneously, it also
rejects the application of Coke. Citra hits the market from
the Parle Stable.

1991
 Britco food files an application before FIPB to set up a new
50 crore facility in Maharashtra.

 Pepsi extends its soft drink reach on national scale.

Products launched in Delhi and Bombay.

 Britco foods application cleared by the FIPB, Pepsi and

start initial negotiations for a strategic alliance but talks
break of after a while.

1993
 Pepsi launches Teem and Slice to counter Limca and Maaza
respectively from Parle. Pepsi captures about 30% market
share in about two years.

 Coke files an application for a 100% owned soft drinks

company with FIPB, Decides to part ways with Rajan Pillai.
The Government clears the Coke application in record time.

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 Voltas pulls out of the Pepsi Food Limited joint venture.
Pepsi decides to buyout the Voltas share and raises its
equity to 92% Report of Coke Parle joint gain strength.

 Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and

Teem flavors. Sweeps off the 100ml segment over Pure
Drinks.

 Coca-Cola buys out Parle and major leaders of the market,

Ramesh Chauhan, becomes a part of the Coke game plan.

 Fountain Pepsi launched in the Northern part of India.

 Coca-Cola hits the Indian in 300 ml at the price of 250 ml.

Equity 100% for Coca-Cola.

 Pepsi jump up in to Mineral Water name Aquafina.

2000
 Coca-Cola Indian has registered a growth of 18th percent in
its net sale during the first quarter of the current fiscal year.

 Hrithik the burning sensation of Bollywood is hired to

advertise Coke is very effective.

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2001
 Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

 Coke hired Ashwaria, Amir Khan and Hrithik for effective

advertising.

COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four
bottling plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market therefore

Coca-Cola did not face much competition and they were accepted in Indian
market more easily. By the end of 1977 Coca-Cola had captured more than 45%
of market share in India. Then Coca-Cola left India following public disputes
over share holding structure and import permit.

As per FERA REGULATION the company was required to India close

operation by May 5, 1978 yet strongly enough the company’s operation come to
end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of absence

with the slogan “Old waves have come to India again” first launched in
HATHRAS near AGRA HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more than
60% of the total market share in soft drink Coca-Cola joined hand with Parle
and strategic alliance with Parle export give the company instant ownership of
the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza
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access to Parle’s extensive 62 plant bottling network and a base for the rapid
introduction of the company’s international brand by striking a $40 million deal
with Parle Coke almost a clear sweep and made it goal as “To become an all
occasion drink not a special treat beverage”.

VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India System
resulting in consumer and customer preference and loyalty through Coca-Cola’s
commitment to them, and in a highly profitable Coca-Cola corporate branded
beverage system.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customer’s

service and bottling system strategy processes and tools in order to create
competitive advantage and deliver superior value to:

 Consumers as a superior beverage experience.

 Consumers as an opportunity to grow profits through the use of

finished drinks.

 Bottlers as an opportunity to make reasonable to grow profits and

volume.

 TCCC as trademark enhancement and positive economic value added.

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 Suppliers as an opportunity to make reasonable profits when creating
real value added in an environment of system wide teamwork, flexible
business system and continuous improvement.

 CCI associates as superior career opportunity.

 Indian society in the form of a contribution to economic and social

development.

CHAPTER – 3

 PRODUCT PROFILE OF COCA-COLA

 CONSUMER CHOICE AT A GLANCE

 DIFFERENT PLAYERS IN THE SOFT

DRINKS MARKET

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 WHERE THE MONEY GOES

 MODUS OPERANDI

PRODUCT PROFILE OF COCA-

COLA
There are nine brands of coca-cola in India and they are differ in taste,
flavor and also in their colours.

1. COCA COLA

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of sales
revenue.

2.THUMS-UP

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Thums-up is also considered to be a cola drink. It is hard in comparison
to coke. It is preferred by all section of consumers but especially to teen-agers. It
is a big source of company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the category of

cloudy lemon because of its colour, which is

Similar to that of clouds. It has to yield good sales revenue. It is generally

preferred by Children & Women.

4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5. FANTAAPPLE

FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .

6.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a

non-aerated soft drink. It is preferred mostly Children & Women.

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7.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally used with
alcohol and used by adults.

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor. And

preferred by all age of people.

9.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of Bisleri
and Aquafina.

10.MINUTE MAID

In Minute maid pupply orange cold drink no gas only based on orange
juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.

11.DIET COKE

Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free
patients.

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PRODUCT MIX
Products

The group manufactures and markets Carbonated and Non-Carbonated Soft

Drinks and Mineral Water under Coca Cola brand. The various flavors and sub-
brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza,
Pulpy Orange, Kinnley Soda, Kinnley Water.

CAN

Diet Coke, Coca Cola, Thums Up, Sprite.

Brand available in 200ml.

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
6. Mazza Tetra Pack

Brand available in 300ml.

1.Thums Up

2.Sprite
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3.Limca

4.Kinley Soda

Brand Available in CAN (330ml)

1. Diet Coke

2. Coca Cola

3. Thums Up

4. Sprite

Brand Available in (350ml)

1. Coca Cola

2. Thums Up

3. Sprite

4. Mazza

5. Pulpy Orange

Brand Available in (500ml)

1. Mazza

2. Pulpy Orange

3. Kinley Water

Brand available in (600ml)

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1. Coca Cola
2. Thums Up
3. Sprite
4. Limca

Brand Available in (1Ltr)

1. Kinley Water
2. Pulpy Orange

Brand Available in (1.2 Ltr)

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza

Brand available in (2 Ltr)

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca

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Price of the product

Product Bottle in MT Price
200 ml 24 168

200 ml Mazza Tetra Pack 24 216

300 ml 24 215
250 ml Mazza 24 330
330 ml Can 24 580
350 ml Thumsup 24 468
500 ml Mazza 24 168
500 ml Pulpy Orange 24 498
600 ml Soda 24 216
600 ml PET 24 444
1Ltr. Kinnley 12 104
1Ltr. Pulpy Orange 12 552
1.2 Ltr Maaza 12 552
1.2 Ltr Pet 12 207
2 Ltr PET 9 459

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CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

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DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI
Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the
1890’s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade
mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest.
In his first year of business he spend $1900 on advertising a huge sum that he
sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsi’s bottling plant. By
1907 he was selling 10,000 gallons a year, two years later, he hired a New York
advertising agency. After passing through many troubles for some period now
Pepsi is a market leader in international arence and is available in 187 Nations
throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has 13
bottlers with 26 plants in India. Through this compared with 60 plants of Coke is
quite less, yet the market share of Pepsi has increased quite significantly

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PEPSI IN INDIA
This $3040 billon, New York (U.S.) based Pepsi Company, had to start
from scratch after entering the country in 1989. Deep blue Pepsi, is a broad based
food and beverage company, deriving more than 60% of it’s sales and operating
profits from it’s snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo
(Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was
introduced six year back, has now become the household name thought the
country.

The Marketing efforts of Pepsi in the first three year were so successful,
that Pepsi had taken major market share of Parle and Parle has to face hard
times. Pepsi-Cola has been positioned as a drink for the young. It’s popular
slogan “YEHI HAI RIGHT CHOICE BABY” go to show that appeal is
significantly for the younger generation in a popular, much aired commercial,
Bollywood star Sachin Tendulkar. Began to cdroon in the tune only after he’d
guzzled, the right cola, made the smart choice (A-Ha!).
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Behind the hype in an effort invisible to consumer Pepsi pumped in Rs.
300 crore to add muscle to its infrastructure in bottling and distribution. At
present Pepsi is at war with Coke at National level.

CADBURY SCHWEPPES
Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and
Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing
which manages the relations his with over 240 franchised bottling operation on
Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership
operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the Indian soft
drink market and now the competition in this industry is more due to rise in the
number of competition and also due to large product range that they all are
offering to the market. Cadbury Schweppes, just about two year old in India
udebtufues with the guerilla. Number three in the aerated soft drink market after
Pepsi and Coca-Cola Company; it is resorting to some very smart footwork to
gain its share of silence.
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The company wants to be number one in the non-cola aerated soft drink
market, to which end it has unabashed a series of tactics. “WE DON’T
DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE ENGED”.
Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to convert the
narrow scrip to a niche and build it to a position of reverence with a consumer.

John S. Perberton, who in 1886 first construed coke syrup in his

laboratory, knows little that he had made a formula that would sell one day to a
thirsty market of 13.1 billion dollar coke drinkers.

Perberton was morphine addict who was trying to create marketable

patent medicine. When his experiments led to the new scared Coke formula. He
had only modest success selling Coke in Atlanta and he sold his formula and right
for a pittance. He died in 1888. Atlanta druggist as a Candler who soon gained
control of Coca-Cola is in many way the true father of coke. He transformed the
small time operations in to a nation wide soda fountain sensation.

Early on, Coke had a distinct cocaine kick, even through corporate, Coke
has long dispute. This piece of America folk care, saying the coke leaf, was they
with the syrup and training needed to produce distributes and sell the product
and above all the most valuable assent, the trademark.

Also coca-cola’s main revenue stream is from the sale of concentrate of its
bottles. In India, the sole rights the manufacturer concentrate rests with its 100%
subsidiary coca-cola beverages near Pune.

A unit of concentrate makes 400 cases (of 24 bottles each) and according to an
estimate generates income of Rs. 20 per case for the parent company.
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Bottlers maintain their production line to coke standard of 600 bottles
per minute.

Today the two multinational operates in two ways.

COBO-Company owned bottling operation, and

FOBO-Franchisee owned bottling operation.

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to the
inflated prices of such drinks. But surprisingly it leaves a very low margin for
bottler’s decocanised. Candler had later testified on court that coke contained a
very small proportion of drug without the coke would never have been as popular
as it was its early days. The cocaine was eliminated in 1903, as panicked reaction
to the raising criticism, inflamed by Newspaper allegations that black coke
drinkers were attacking whites.

In 1917, Candler gave almost all of his coke, stock to his children, who sold
out two years later to a syndicate headed by, Atlanta Banker Ernest Woodruff,
for $25 million. Woodruff eventually took over and ruled the company to its
present glory. Woodruff died in 1985.

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COKE IN INDIA
Despite the formidable track of its parent (Coca-Cola Company the $18
billion gaint, based in Atlanta “U.S.”), Coca-Cola India’s record in Rs.1800 crore
soft drinks market is prominent. Coca-Cola entered Indian market after 16 years
from Hathras December 1993 Coca-Cola became the undisputed leader of the
Indian soft drink industry, because if their acquiring rights of Ramesh
Chauhan’s aerated Parle drinks.

With one stroke of the pen, and a bill of 140 crore coca-cola picked by five
brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined market
share of 69 percent with Thums Up alone accounting for 56% of the then 650
crore cola segment.

Coca-Cola world’s largest selling soft drink and which sells nearly half the
soft drink of world market its reentry with planned strategy.

MODUS OPERANDI
The multinational soft drink companies carry their business by licensing
bottlers around the country or more technically franchising the bottlers and

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supplying also. With retail prices ranging to Rs.9-10 per bottle (300ml) for
consumer and Rs.196 per crate (24 bottles) for retailers. A

bottler must pay as such as 34% of the price per case as excise duty, sales
and turnover tax.

A further 10% goes into expenditure on local advertising and sales

promotion. Distribution and transportation cost takes care of another 10% Raw
material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up

another 23% production cost, in terms of fuel, power, maintenance and

labour add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would go into
warheads and interest charges, trimming down the margin to a simply 4-5 % a
bottling operation, thus is viable only large volume.

(This is also one of the reasons of FOBO being converted in COBO).

The consumer, obviously, shoulders most of the burden, bottle cost are also
critical component of soft drink business.

Coke is positioning all of its beverages as all seasons’ beverages rather than

only summer drinks; this will greatly help to increase consumption.

In summer coca-cola was coping with a change, C.E.O-Alex Born has

replaced David Short.

Coke has made India its home; coke is experimenting with mobile

dispensing units at beaches and stadiums, going out towards consumers. “Our

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goal is to have available within arm’s reach of desire”. Nicholas once said

(Retd. C.E.O).

While Pepsi wants people to come to them, Coke plans to after consumer.

Coke’s objective in short run shall be converted Pepsi drinks, rather than

Thums Up drinkers to Coke.

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CHAPTER – 4
THE COMPETITIVE AREA AMONG COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS TARGETED BY COKE

PROMOTION BY THE COMPANY

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THE COMPETITIVE AREA AMONG COKE

AND PEPSI
The soft drink market all over the world as been witnessing a neck-to-neck
battle between the two major players; Coca-Cola and Pepsi since very beginning.
The thirst quenchers are trying hard to have the major piece of the apple of
overall 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 been dominating the scene
in most of the soft drink market of the world and enjoying the leadership terms
of the market share. But the coca-cola people are finding it hard to deep away
Pepsi, which has been narrowing the gaps regularly; the two are posing threats
for each other in every nook and corner of the world. While coca-cola has been
earning most of the part of its bread and butler through beverages sales, Pepsi
has a multi products portfolio with a handsome portion from the same business.

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The two warriors are face to face once again here in India with different
strategies and policies to attack at rival Coca-Cola is focusing upon the joint
ventures with the existing bottlers to enhance its control on manufacturing and
marketing of its product range and attain the quality standards of its class.
Countering its Pepsi has taken the baton in its own hands by floating and
investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for
company’s owned bottling operation (COBO).

Both of the companies are following different path of reach the same
destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the Indian
soft drink market. Through having so much difference and distances with each
other, they both consider India as a huge potential market as per capita
consumption here in more 3 servings per year against an international of 80.
Throughout, they are putting their best efforts to woe Indian consumer who has
to work for 1.5 hours to by a bottle cross over for both the athletes running for
getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country giving
it an edge over competition by possessing a well built manufacturing and
distribution set up on the other side of picture, Pepsi, with two more year in
India, has been able to set an image of winner this giants are ready to turn every
stone of opportunity with a mindset of long tenure this time.

Coca-Cola has been penetrating the market through its wide product range
with a determination to change competition pattern of soft drink in India. Firstly,
they upgraded the whole industry by introducing 300 ml bottles, which in turn,
had given the industry a booming growth of 20 % as compared to 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
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has not come from Pepsi, but from the other beverages such as tea, coffee, nibu
pani, water etc.

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

desperately working in the strategy to be winner side in the hot cola war between
tow big barons. According to Pepsi philosophy it’s the madness that encourages
executives to thin to conjure up those creative tactics to knock the fizz out of their
competition. Pepsi had pumped a large

amount on the visibility of its blue-red-and-white logo. They have been going with
aggressive marketing by putting Sachine Tendulkar and now Shahrukh Khan in
their advertisement to endorses their brand, the role models for its targeted
consumer the teenagers. They have increase the fizz in the market price by
introducing the dispensers called fountain Pepsi and been enjoying a lead over its
rival three.

Coca-Cola on the otherhand, has been working on the saying ‘skew’ and
stead with ‘race’, side by side retailing to the every move of its competitor. They
have produced the shield of Thums Up with a handsome market share in India
soft drink market. Countering Pepsi; international commercial that used two
chimpanzees to coke a snack at coke, Thums Up came with the aid line, “Don’t be
Bandar, taste the thunder” Also Thums Up has been positioned now very near to
that of young in age of Pepsi and giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got the
status of the “Official drink of Wills World Cup”, Pepsi blushed as “Nothing
official about it”. As ThumsUp projected as ‘Saare Jahan Se Achchha’. Pepsi was
passionate enough with ‘Freedom to be’. When Thums Up came up with
‘Thunder Blast’, the other one offered, Pepsi ‘Stuff Card’. If red color is meant
for Coke, Pepsi has chosen to be Blue. In this way, Indian consumer is getting

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more fizz and punch from the two big brothers and he has to given not about
the winner.

ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a firm or

person) who can be identified and who has paid for this communication. This

purpose of advertisement is to sell something a good service, idea person or place,

either now or later this goal, reached by setting specific objective that can be

expressed individual ads. Those are incorporated into an advertising campaign

recall again from the buying decision process that buyers go through a series of

stages from unawareness to target customers to the next stage in the hierarchy

say from awareness to interest.

Advertisement plays an important role in the success of coca-cola product

since its first newspaper ad. In 1886 that red, coca-cola delicious “Refreshing

Exhilarating” Invigorating”. Advertisement is a key of implementing a strategy

over one hundred year old to trigger desire as offer and in as many ways as

possible.

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ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add featuring

cricket star, cine star, pop star have been created.

1.Lisa Ray (famous model) in a very interesting add, which featuring him
bathing with sprite. Having a catching line “Sprite bujhaye only pyass baki
all bakwaas”.

2.AmirKhan & AshwaryaRai (both cine stars), which targeted younger

generation. This add. Contained imagery of rugged and romantic for 330
ml of coke. Theme “ Coca-Cola Ho Jay”.

3.Another cola drink from coke i.e. “Thums Up”.

4.Limca leaving its old image of “Lime-n-Limoni” drink is been shown as

in the add. Featuring Shaif Ali Khan. A drink that could just change the
mood at time of disappointment lines. “Gala Gaya Sookh Limca Key Liye
Ruk”.

5.Fanta add. Showing children having lines “Bold Ho Jayo”.

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6.A family giving new look to Maaza “ Tazza Mango”.

7.Diet Coke the exiting add. on the pool with fall swing calling “Taste The
Power Of One Calorie”.

8.AmirKhan in the as on Mini Coke very interesting and Roman tic add.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only D.P.
Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 % total
sales company invested 305 crore rupees in advertisement Budget.

 Radio.
 T.V.
 Hoardings.
 Road signs.
 Sticker.
 Neon light.
 Banners.
 Newspaper.
 Magazines.
 Exhibition.
 Posters.
 Sponsoring local events.

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SOME OTHER TECHNIQUES FOR PROMOTION OF

COCA-COLA COMPANY

Coca-Cola and the Olympic Games

The company's international blitz began in 1926 when company President

Robert Woodruff signed Coca-Cola as a sponsor of the 1928 Olympic Summer
Games in Amsterdam. The U.S. Olympic Team and 1,000 cases of Coca-Cola
arrived at the games by freighter. Since then, the relationship between the
Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual athletes or

teams as well.

 1928 was also the first year the Olympic flame was lit, and

women were invited to compete.

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 1952 -- The Summer Games in Helsinki - Coca-Cola

shipped 300,000 cases of bottles and donated it for sale by

the Disabled Ex-servicemen's Association.

 1952 -- The Winter Games in Oslo - The local Coca-Cola

bottler chartered a helicopter for advertising. In

 1952 most people had never seen anything like a hicopter

and they were utterly fascinated. At the close of the games,

the helicopter was given to the city to help direct traffic.

 1960 -- The Summer Games in Rome - Italian bottlers

welcomed athletes, officials and spectators to Rome with a
45 rpm record of "Arrivederci Roma."

 1964 -- The Summer Games in Tokyo - This marked the

first year Coca-Cola aided the athletes, spectators and
media with guide maps, sightseeing information and a
phrase book. The idea was so popular, it was adapted for
use in Mexico City, Sapporo (Japan) and Munich.

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 1979 -- The Coca-Cola company worked with the Olympic
Committee to create the U.S. Olympic Hall of fame.

 1988 -- The Winter Games in Calgary - Coca-Cola

orchestrated a world children's chorus. Also, Coca-Cola
opened the venue for what would later be deemed the games
number-one spectator sport -- The Coca-Cola Official
Olympic Pin Trading Center.

 1996 -- The Summer Games in Atlanta - The Games'

centennial, as sole sponsor of the Olympic Torch Relay,
Coca-Cola brought the flame to more than 350 cities and
towns during the 94-day run.

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Olympic Commemorative Cans

1928

Amsterdam

1948

London

1964

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Tokyo

1992

Barcelona

1996

Atlanta

2002

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2004

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CHAPTER – 5
MARKETING DEPARTMENT

 SALES PROMOTION TECHNIQUES OF

COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

MARKETING DEPARTMENT

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SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.

2. Effective Incentive Policy.

3. Quality.

4. Wide & Deep Distribution System.

5. Attractive packaging.

6. Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs etc.)

to retailers.

7. Decorating Retailers shop by display board, dealer’s board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

 With every 1-2 crates purchased daily or alternatively an icebox is

provided.

 For an average consumption of 5-6 crates a visi-cooler of 4crates.

 For a purchase of 7-8 crates daily visicooler 7 crates.

 If purchase exceeds 8 crates, then 9 crates visicooler or deep fridger

is provided.

With every chilling equipment a steplizer is provided it may be of 1 KV or

5 KV.

S.G.A PROVIDING COMPANIES

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All these industries are enlisted and approved by Coca-Cola.

CHAPTER - 6

 OBJECTIVE OF THE STUDY

 R.E.D. CONCEPT
 PRE SALE CONCEPT

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We have built a foundation to ACCELERATE the journey towards a

World Class Selling Organization

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OBJECTIVES OF RED 2008

 Reinforce execution standards

 Enhance execution capability
 Have a greater impact on business
 Increase action orientation

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RED is much more than being the World’s largest Retail track

It involves defining the Picture of Success, Actual Execution, Building Capability

of the frontline, improve associate engagement and a process of Continuous
improvement

We have made only minor changes in SCORING

Increased the weight for AVAILABILITY

RED Parameters 2007

 Visi cooler : 35%

 Availability : 40%
 Activation : 25%

RED Parameters 2008

 Visi cooler : 30%

 Availability : 50%
 Activation : 20%

• Greater focus on availability (10 points more)

• Focus on primary packs across channels
• Drive single RGB per outlet
• MMPO added as the second Juice after Maaza
• Maaza & MMPO need to go together to prevent
cannibalisation
•

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• Minor changes in points allocation for Cooler parameters

• 10.5 caser added as additional standard in relevant outlets
• Greater focus on brand order compliance

• Simplified the list of activation elements

• Greater focus on branded menu cards / boards to drive
incidence
• Removed tent cards
• OBM /Drinking shots added as a parameter across channels
• Points for grocery rack only if it is pure & min 50% charged

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R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey of
R.E.D., Company had hired the person from A.C. NIELSON one of the best
survey company. This survey gets done once in a month. R.E.D is the set of norms
divided into outlet wise.

ABOUT THE R.E.D SURVEY

 The survey named as R.E.D. (RIGHT EXECUTION

DAILY).
 The survey has been conducted to check the cooler
management, availability of products & activation of coca-
cola in various outlets.

The survey was based on three topics: -

 Firstly, I have to check the cooler management i.e. the

cooler that was provided by the company to the customer,
are properly managed/working or not. And lastly the most
important aspect of cooler management was the brand
order.
 Secondly, I have to check the availability of the product i.e.
whether the product is available to the customer or not.
 Lastly, I have to check the activation, which is a very
important because activation helps to boost the sales.
Activation is done through boards i.e. glow sign. DPS,
Flanges and Combo boards. Mostly combo boards are given
to the E&D outlets. And is very helpful in attracting the
customers. Rack with header is provided to the Grocery
outlets, which should be fully charged.

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Right Execution Daily (R.E.D) is the diversification of outlets as Channel,
Class, and Income. Let’s know what are the Channel, Class, and Income
respectively.

CHANNEL

Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or
CONVENIENCE?

GROCERY

Outlet primarily engaged in retailing of food & various household items. It

includes Grocery (Outlets dealing mainly in grains, provisions, spices, edible oil,
vanaspati etc) and General Stores (Outlets selling items of day-to-day
requirements & stocking a varity of branded products)

E&D

There are two types of E&D Outlets

E&D TYPE 1

The outlet does not have place to sit . It includes Bakery, Sweet shops, QSR, Juice
Centers, Soft Drinks Shops etc.

E&D TYPE 2

The outletr should have a place to sit. It includes Sit down Restaurants, Bars,
Dhabas, Cafes etc.

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CONVENIENCE

Includes outlets which are small stores or shopes, generally accessible locally.
These are often located alongside busy roades. It includes Chemists, STD Booths,
Pan Shops etc.

OUTLET VOLUME

Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?

BRONZE

Those outlets, which sells < 200 c/s per year.

SILVER

Those outlets, which sells 200-499 c/s per year.

GOLD

Those outlets, which sells 500-799 c/s per year.

DIAMOND

Those outlets, which sells 800 & above c/s per year.

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INCOME

Whoever costumer comes on shop which income class they belongs like high
Income, medium Income, low Income.

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R.E.D.

(RIGHT EXECUTION DAILY)

OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience Diamond High

Ex –Pan shop, P.C.O etc. >800c/s sale

Grocery Gold Medium

Ex – General store, 500-799c/s sales

Provision store etc.

E&D (Eating and Drinking) Silver Low

Ex – Restaurant, Hotel etc.

PRE-SALE CONCEPT

This is the new concept that had started from the year 2007. In the Pre-Sale the
company takes order one day before and accordingly company delivers their
products for each route.

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CHAPTER - 7
 M.I.T.
 Methodology and details
 After MIT The Road Ahead

MIT ( MARKET IMPACT TEAM)

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KANPUR

Objectives
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 Horizontal Expansion (HE)
 Chilling Equipment
– Place Iceboxes
– Identify o/l for OIF
– OYA
 Achieve GOD
 Identify o/l for Cooler up gradation
 Identify o/l for Cooler prime position (to do list)

METHODOLOGY AND DETAILS

 Duration of Activity – 4 days ( 15/4 – 18/4)

 Identify clusters based on area/zone, opportunity, potential, competition.

 Identify teams-summer trainee, co-ordinate with agency team.
 Set deliverables
 Launch Trade Scheme

Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)

5 MT COSTS = 5 * 140
= 700

FLAVOUR COST = 5* 168

= 840

ICE BOX = 5 MT + FLAVOUR

700 + 840

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1540

 Resources Utilized during Activity

 Agency Manpower –20

 Summer Trainee –12
 Vehicles---10
 Distributor manpower- cummulative 21

After MIT – The Road Ahead

• Include New outlet in the PJP of MD/Pre-seller/Salesmen.

• Track Billing of Ice Box Outlets
• Follow up on OYA leads
• Complete OIF formalities and Install Visicooler/grouting.

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Chapter- 8
 Objectives
 Importants of opening new outlet
 Identification of potential outlet
 Process of open a outlet
 Deal with objection and Query
 Horizontal expention flowchart

OBJECTIVE OF HORIZONTAL EXPANSION

This project is conducted in different localities of Kanpur having following objectives in the
view:

 Giving Importance on Opening New Outlets. The benefit behind the Opening New
Outlets are:

 Provides Incremental Volume & Revenue for Business

 Helps Improve Route Productivity
 Improves Profitability of companies Distributors
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 Reduced Dependence on Large Customers

IMPACT OF NEW OUTLET IN BUSINESS

Measure 2008 2009

Numb e r of Exis ting Outle ts 10000 10000

Tota l Volume (in La c P hy Ca s e s ) 50 55

VP O in P hy Ca s e s 500 550

Numb e r of Ne w Outle ts 2000

Ne w Outle t VP O 125

Incre me nta l Vo lume (in La c P hy

2.5
Ca s e s )
Gra nd To ta l Volume in La c
Measure 2008 50 2009 57.5
Ca s e s )
Number of Existing Outlets 1000 1000

Total Volume (in Lac Phy Cases) 3 3.5

VPO (in Phy Cases) 300 350

Numer of New Outlets 200

New Outlet VPO 150

Incremental Volume from New
0.3
Outlets(in lac Phy Cases)
Grand Total Volume 3 3.8

Margin Per Case 12 12

Gross Total Margin (in Rs 000's) 3600 4560

Operating Expense (in Rs 000's) 7 6.5

Net Total Return (in Rs 000's) 1500 1925

Investment (in Rs Lac) 80 85 72

ROI 19% 23%

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Difference between the vertical growth by R.E.D Execution and Horizontal

growth by New Outlet Opening

 Learn How to identify a potential New Outlet.

Target for opening a new outlet is as follows

• Open all outlets not selling coca cola product on the
route?

• Target all chemists?

• Target all Street kiosks?

• Target all Pepsi exclusive outlets?

According to rules Company use a seven point criterion to prioritize for

opening new outlet those are:

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1. Outlet already owns electric chilling equipment or Ice Box or is willing
to invest in the same for stocking our products.

2. Outlet is already selling Pepsi products.

3. Outlet is on the main road or has 2 adjacent roads.

4. There are no other outlets selling Soft Drinks within 150 steps in any
direction from that outlet.

5. Outlet is listed as part of the list of non-dealers submitted by Nielsen.

6. It is an E & D outlet with 5 tables.

7. It is an outlet stocking branded products like, Chips, Bournvita /

Horlicks, chocolates etc
( products in the range of Rs. 20 and above)
 The Process to Open an Outlet.
 How to Deal with Objections / Query from a New Outlet?

At the time of dealing with a new outlet dealer there are mainly four types of
queries are come out from them. These queries or doubts which come from the
side of outlet owners are:

o Having doubt with profitability.

o Having doubt with coke selling competitor.

o Having requirement of chilling equipment like cooler, fridger etc.

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o Having doubt with service providing by the company due to stocks.

The above doubts of the outlet owners are satisfied by giving such explanation:

For profitable:

• Our products have Good Margin

in the range of 7% - 15% , higher
than most of the products you sell.

• Our products are well known and

have a faster rotation which will
result in higher earnings for you.

• We have a wide range of products

to offer which will help you cater
to larger number of customers.

• We ensure business round the

year by activating your outlet and
product promotions

For competitor:

• Would you not like to make more

Profits?

• Our product is usually purchased

on impulse and can be bought
along with other products you sell.
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• There are products sold in nearby

outlet that is available in your
outlet as well. So why not soft
drinks.

For chilling equipment:

• If you need a Cooler, we will

provide it. We would recommend
you to deposit 5 cases of glass to

Maintain our range of products.

• In case you feel there is no space,

let me suggest you how and
where you can place a cooler .

• We have a range of products that

can be sold warm – so let me
show you some ways for stocking
and selling our products.

For service doubt:

• We have a trained salesman who

services outlets in your area. He
will visit your outlet twice in a week

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• Our products have shelf life so we
would take extra care so as not to
supply you more stocks.

• Our superior distribution system

and processes will ensure you
get the required stocks in time

By the above processor the horizontal project done according to the

following action flowchart:

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CHAPTER – 9

 RESEARCH METHODOLOG
 DATA ANALYSIS

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RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative in

nature it basically aims at gathering data about how the coca-cola scheme playing
in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data
2. Secondary data

1. Primary data collection: Primary data can be collected by three

methods.

a) Observation
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b) Experiment
c) Surveys

But here, only surveys method of data collection is preferred which is very
suitable to reach the researcher motto.

A. Research instrument: Printed Questionnaire was used as

the research instrument to collect the required information.
B. Area of surveys: The survey was conducted in different
location of Kanpur city.

Sampling plan: sampling plan consists of

I. Sampling unit: The retailer of Grocery shop, general store,

betel shop, and medicine store was selected from different
places of Kanpur.

II. Sampling size: 150 Outlets.

III. Sampling procedure: Simple random sampling procedure was

followed

IV. Sampling method: Data were collected by retailer survey. The

retailers are directly contacted and interviewed at their retail
counter.

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2) Secondary data collection: As secondary data were not available with
shopkeepers as well as stockiest, so these were collected from
company records.

ANALYSIS OF DATA

DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR LIKE:

1. CHAVALA MARKET
2. GOVIND NAGAR
3. C.T.I CAURAHA
4. NAUBASTA
5. KIDWAI NAGAR
6. BARRA
7. RATAN LAAL NAGAR
8. KAKADEV
9. RAWATPUR
10. GUJANI

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION OF

KANPUR.A TOTAL SURVEY OF 150 OUTLETS WAS CONDUCTED.

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OBSERVATION

1. I visited about 150 outlets out of which 20% gold, 40% considered diamond &
40% considered silver outlets.

2. Out of 150 shops covered in different areas, I focused on covering different

shops according to location, so that I can know where coca-cola products have
the best penetration. Among the shop covered, 17% were on the chauraha, 35%
were on the main road, 28% in the market and 20% were near a residential area.

3. I assigned the various shops covered into different categories. The various
categories covered were Grocery, Confectionary, Bakery, Juice Shops, Ice Cream
parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan Shops.

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CHAPTER – 10

 SWOT ANALYSIS

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SWOT ANALYSIS
STRENGTHS
1. Improved quality control.
2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.

WEAKNESS

1. Gaps in distribution system during peak season

2. Same old distributers , co loosing grip from many such mkts.

3. Fear of retrenchment among the workers.

4. Customer satisfaction level goes down during peak season.

OPPORTUNITIES

1. Highly potential and huge market.

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2. Highly potential untapped rural market.
3. Distribution gaps and can be rectified by appointing new dist and more
effective coverage of outlets.

THREATS

1. Stiff competition.
2. Illegal distribution done by some unauthorized fat dealers.

4. Changing of consumer preference.

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CHAPTER – 11

 CONCLUSION
 FINDINGS
 SUGGESTION

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CONCLUSION
EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD BE
REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS. OTHERWISE
THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

“FAR FROM EYE, FAR FROM HEART”

THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN

ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE
UTILITY IS CREATED BY THE MANUFACTURE OF PRODUCT OR
SERVICE BUT TIME AND PLACE UTILITIES ARE CREATED BY
MARKETING ROLE. ACCORDING TO DRUCKER, “BOTH THE MARKET
AND THE DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL
THAN THE PRODUCT”. THEY ARE PRIMARY: THE PRODUCT IS
SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE
MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION
DISTORTION IN PRICES, A DEPENDABLE AND EFFICIENT
DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE
DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL
PRODUCTS.

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ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS
RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT
COMPETITOR LIKE COKE.

FINDINGS
 THE MOST POPULAR BRAND IN THE MARKET IS THUMS UP.

 COCA-COLA IS MARKET LEADER AND PEPSI IS THE MARKET

CHALLENGER IN THE WHOLE MARKET WHERE I HAVE

SURVEYED.

 FROM THE COCA-COLA PRODUCTS THUMS UP AND THE PEPSI

PRODUCTS DEW IS THE HIGHEST SELLING IN THE MARKET.

 COCA-COLA IS THE MARKET LEADER IN OVERALL MARKET.

 IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OF PEPSI

IS BETTER THAN COCA-COLA.

 IN MINERAL WATER CATEGORY AQUAFINA HAS MORE MKT

SHARE THAN KINLEY.

 I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO

THE COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE,

AND FANTA.

 IF WE TALK ABOUT MKT SCHEMES PEPSI IS MORE AGGRESSIVE

THAN COKE.
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 SALES GRAPH HAVE GONE UP IN THE OUTLETS WHERE THE CO

HAS INSTALLESD COOLERS OUTSIDE THE OUTLET.

 THE COS NEW CONCEPT OF PRESELL IS DOING GOOD AS THE

RETAILERS NOW GETS WHAT HE WANTS.

 ACCORDING TO A SURVEY 80% OF RETAILERS SOUNDED

POSITIVE FOR PRESELL WHILE BALANCE 20% DID NOT.

 THE NEW PRODUCT MINUTE MAID DID HAD MARKET

ACCEPTANCE THOUGH IT WAS PLACED WELL.

 THE COMPANY INTRODUCED 1.25 LTR PACK FOR SMALL

OCASSIONS.

 AT TIMES RETAILERS COMPLAINS THAT THEY DO NOT GET

THE COMPANY’S ACTUAL SCHEME.

 THE RESPONSE TIME FROM THE CO DURING PEAK SEASON IS

FAIRLY HIGH COMPARED TO OFF SEASON IN CASE OF

RETAILERS.

 DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO

THAT RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH

SALE, DISCOUNTING & TRADE SCHEMES ARE EFFECTED.

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 RETAILERS NEED MORE SUPPORT FROM THE CO IN OFF

SEASON THAN PEAK SEASON.

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SUGGESTION
 DISTRIBUTION SYSTEM SHOULD IMPROVE IN THE AREAS LIKE

NAVEEN MARKET AND GWALTOLI.

 THE CO SHOULD MORE EFFECTIVELY HANDLE VISI COOLER

COMPLAINTS.

 COMPANY SHOULD ENSURE , THE SCHEMES REACH THE

RETAILERS.

 COOLER PURITY SHOULD BE TREATED AS A PRIORITY.

 OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.

 THE SALES EXECUTIVE SHOULD MAKE ONLY THE

COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO THAT

THE MKT IS NOT DISTURBED.

 SIGNAGES SHOULD BE PUT ON MORE PROMINENT LOCATIONS.

 FLORESCENT BOARD DISPLAYING LOCATION AND THEIR

DISTANCES ON ROAD SHOULD BE USED HAVING COCA-COLA

BRANDING.

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CHAPTER – 12

 QUESTIONAIRE
 DECELARATION
 REFRENCES

QUESTIONNAIRE

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Q1 – Which brand of Cola Sparkling Drink (CSD) is preferred by customers, the

most?

a. Coke b. Thums Up c. Sprite d. Limca

e. Fanta f. Maaza g. Any other

Q2 - Which is the most selling pack/SKU and why?

a. 200 ml. b. 300ml. c. 600ml. d. 350ml.

e. Any other

Q3 - What are the peak selling hours of this outlet?

a. 10 am - 12am b. 4pm - 6pm

c. 6 pm - 9 pm d. Any othere

Q4 - What is the maximum foot fall time of an outlet?

a. 10 am - 12am b. 4 pm - 6 pm
c. 6 pm - 9 pm d. Any other

Q5 - Do consumer prefer combos ( what percentage) ?

a. Yes ( ) b. No ( )

Q6 - How many combos are present at this outlet?

a. Three b. Five c. Seven d. Mor than seven

e. None

Q7 - Rate following services ( on a scale of 1 – 5, 1 being highest & 5 being

lowest)?

a. On time delivery
b. Volume linked Marketing Support
c. Range Availability
d. Problem Resolution
e. Consumer Promotions

Q8- Rate our services in comparison to other vendors on following parameteras :

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a. On time delivery
b. Marketing support
c. Range availability
d. Problem resolution
e. Consumer Promotions

Q9 - Are three any non – KO products available at an outlet? If yes, please

mention?

Q10 - Any improvement, you want in our services?

Q11 – Which age group is associated with brands?

a. 6 to 15 yrs. ( )
b. 16 to 25 yrs. ( )
c. 26 to 40 yrs. ( )
d. 4-0 to above ( )

Q12 – What do you think about our new range?

a. MMPO
b. Fanta Apple

Q13 – Which type of promo’s do you want to run?

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REFRENCES

INTERNET:

www.cokeiindia.com
www.coca-colaindia.com
www.oligopolywatch.com
www.superbrand.com

MATERIAL USE:

PRESENTOR.
E.D.S (EVERY DEALER SURVEY) DETAIL.
QUESTIONAIRE.

TEXT BOOK:

MARKETING MANAGEMENT: -
1.KOTLER AND KOTLER.
2.RAMASWAMI.

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