A

RESEARCH REPORT
ON
“MARKET SURVEY OF COCA-COLA & A COMPARISON
BETWEEN MOUNTAIN DEW AND SPRITE”

In the partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION (MBA-4th SEM)
(2008-2010)

D.J.COLLEGE OF ENGINEERING & TECHNOLOGY

Niwari road , Modinagar

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 DECLARATION

I, Ashwini Kumar Singh, Satya Prakash tiwari, Sujit Kumar Gupta, Naveen
Kumar students of MBA (IV Sem), hereby declare that the project entitled
“MARKET SURVEY OF COCA-COLA & A COMPARISON BETWEEN
MOUNTAIN DEW AND SPRITE” submitted for the requirement of degree of
Master of Business Administration is an authentic work.

To the best of my knowledge, this content of this research report does not form
a basis for the award of any previous degree to anyone else.

Ashwini kr. Singh

Satya Prakash tiwari
Sujit Kr. Gupta
Naveen Kumar
MBA (IV Sem)

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 ACKNOWLEDGEMENT

Any accomplishment require the effort of many people and this work is no
different with due respect I express my indebtedness to the management of
COCA COLA INDIA HOLDING PVT. LTD. It has been a Thrilling
experience in preparing this project, my first assignment, but this report will
never have seen the light of day without the support of numerous people who
rightly Guided are in my endeavor.

I am highly obliged to my project guide Mr. Anjan Kumar who rendered

invariable suggestions on the subject. His continued guidance and timely
support was instrumental in accomplishing this task.

At last but not least, I would like to thank my parents and friends, who
encouraged me a lot and without their assistance and affection this project
would not have been completed..

Ashwini kr. Singh (Roll No.-0822670008)

Satya Prakash tiwari (Roll No.-0822670034)
Sujit Kr. Gupta (Roll No.-0822670039)
Naveen Kumar (Roll No.-0822670019)
MBA (IV Sem)

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4
 INDEX

S.No LIST OF CONTENTS

1 ACKNOWLEDGEMENT
2 PREFACE
3 EXECUTIVE SUMMARY
4 INTRODUCTION
5 OBJECTIVE
6 SOFT DRINK: AN INTRODUCTION
7 SOFT DRINK MARKET IN INDIA
8 HISTORY OF COCA-COLA
9 COCA-COLA IN INDIA
10 PRODUCTION PROCESS
11 QUALITY
12 CURRENT STATUS OF COCA-COLA VIA-A-VIS ITS BOTTLERS.
13 4P’S POLICIES OF THE COCA-COLA PRODUCTS
14 PACKAGING
15 PRODUCT PROFILE
16 CATOGERIZATION OF INDIAN SOFT DRINKS
17 ADVERTISEMENTS AND PUNCH LINE OF COCA-COLA
18 MARKETING STRATEGIES
19 RESEARCH METHODOLOGY
20 FINDING AND ANALYSIS
21 LIMITATIONS
22 SWOT ANALYSIS
23 CONCLUSIONS
24 RECOMMENDATIONS
25 BIBLIOGRAPHY
26 ANNEXURE

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 PREFACE

All around the world soft drink have been unanimously accepted as a thirst
quencher India a late entrant to the track had grown to a market of Rs 2,000
cores by value in every short span. Indian population, which is rainbow of
various cultures in a varying climate, offers a golden opportunity to a Hobble
player to tetchy the vast existing potential market so as to exploit if being
handed with great care.
To grab the CSD’s market share all the companies are doing continues
innovation on every front of marketing mix ranging from product place, price,
promotion and packaging. continues the process of innovations had revolution
CSD market .As a result of rich today soft drink are available in various colors
like (white ,orange, brown ,yellow) various sizes(300ml, 500ml, 1.000liter, 1.5
liter).various package (like glass, packed bottle, fountain caps various flavor
(orange, cola ,lemon, mange etc.)
The process of innovation becomes very expensive due to different
liking. So every organization before even a small change prefers to study
thoroughly its acceptance level by a people of specific location or all over.

“There is a real buzz around coca-cola world wide, so I consider my self lucky
that aim in India.”

Coke, set foot in India with a turnover of $ 16 billion. Their total investment in
India was Rs. 250 core. Coco cola is all set to pump $ 800 to further strengthen
its position as market leader in massive India soft drink market. This amount
would be invested over a period of 6-7 years.

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Coke is mainly a franchisee driven operation with Co. supplying its soft drinks
concentration, that secret position its bottles around the world.
Cole is thinking big and wants to be selling 1 billion cases (1 case=24
bottles) in 10 years. How high this target is can be gauged from the fact that his
is the figure that the entire industry is expected to achieve by the year 2005.
Coke commands approximately 62 franchise’s massing more than rupees
150 cores of investment in India.
Coca-cola was invented by pharmacist john stitch Palmerton’s in 1886
AD frank M Robinsons it coca-cola .Coca cola first bottling plant was opened
in Chattanooga.
The company broadened its horizons when Robert Woodruff acquired the
company for $25 million in 1919, he began by upgrading bottling operations,
brought in innovations like a six bottle carry home carton and then upped
advertising support Coca cola’s thousand cases accompanied us Olympic team
in 1928.By the 1950 colas was daily consumption item in 1960’s company
introduced fanta, orange flavored drink. The company brought minute maid
corp. .Which in 1967 was combined with demeans foods to pave the way for
coca for cola foods in 1961 sprite a lemon or lime drink was launched in the US
in 1975 Georgia canned coffee in Japan and 1982 cherry coke new cherry
flavored cola was launched .In 1991 coke split up its $ 200 million Rs. 700 cr.
Ad account between Mr. Can Erickson and creative artist agency.

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 In 1991 the company invaded new markets. One was ready to drink iced
tea. Which it entered via joint venture with nestle (brand Nestea) another was
for sport
Drink it launched power add to attacks Gatorade from Quarter Oats.

Today worldwide webs of local bottles supplying coke over two million-
retail outlets constitute the company’s backbone. The US accounts 30% of the
companies business with more than 194 other countries making up the bilk
coca-cola foods is chiefly into juices under the label minute maid and HI-C , it
has just entered non-carbonated tropical fruit teas with Fruitopia. The company
has tried its hand at root bear with rambling and Barq’s. In 1993 re-entered
India after 17 years by striking $ 40 million deal with parley. Exports and its
aiming to raise the country’s pathetically low per capita consumption ( 0.6 liters
a year comparison with US 83.5 liters).Making a successful $ 3.6 million bit for
being the official drink for the wills cup cricket.

Coke the market leader in India soft drink market is facing the Pepsi’s challenge
through innovations in the market place so in the wake of market station coke is
in the process of launching fountain coke. The project was pre launch market
exercise for fountain coke to take advantages of opportunities present in the
market and to minimize threats, and to understand, monitor and adopts to the
changing environment to take an edge over other competitor’s Agra sales and
marketing services(p) Ltd had chosen Agra for this project for the market
analysis. Survey of retailers and consumers was done and stratified sampling
and convenience sampling was adopted.

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 ADVERTISMENT AGENCY

In the year 1991, coca-cola went for more for creative advertisement and
split the $ 200 million Ad account between Mr. Cann Erickson and creative
artist agency (CAA) presently howler. Chaitra Leo Burnett handles the Coke’s
account.
[ Indian scenario : Managing the Ad account earlier with a very creative desire
tingle , Mc cann Erickson managed to bring out the Coca-cola Ad watchers with
an Ann us Indies” description for the year 1988 –the year that the Atlanta brand
started moving on the thesis that In the once thunderstruck and then choice
arm’s reach. Or getting walls to look red but also getting the brand’s message
right through the cortex onto the mind the young India mind.]

COCA-COLA INDIA (CCI)

Coca-cola Co. entered India in the early 1950’s as the Coca-Cola India (CCI) .It
had set up four bottling plants at Bombay. Calcutta, Kanpur and Delhi .By the
of end 1971 Coca-Cola had captured 45% of the market share in India but
following certain disputes over the shareholdings structure and import permits
as per the FFRA regulations the company was required to close operations in
India business 5th May, 1978 yet strangely the company’s operations came to an
end in July 77 the company reentered India in 1993 after the liberalization turn
with Mr. Donald W.short.

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GUIDING PRINCIPLES OF COCA-COLA INDIA

• We will conduct ourselves and business activates with the highest

standard of honestly integrity, and professionalism.
• We will recognize the positive contributions that we makes individual
and team member to produce our business success.
• We will encourage a learning environment where the people can
constantly grow develop and contribute.
• We will strive for excellence and seek continue improvement in
everything we do.
• We will respect all the stakeholders, including employees and suppliers
and install them with a passion to deliver the highest quality good and
services.
• We will foster infinitive and creativity by empowering individuals to
attain well define objectives.

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 INTRODUCTION

The history of soft drinks began with the end of the last century. Its history
dates back to civil war in use in 1860. At that time people were suffering
from many diseased.
Problem at that time was to cure all these diseased since no remedy was present
at that time. It was a big question for American people. So in 1885 Mr. Jinn
Palmerton, who lived in Antonia, made a drink and registered, is as FRENCH
WINE COLA. In the beginning the drink was made with mixture of cocaine and
alcohol but later on it was converted and changed into a soft drink. Now it is
named as Pepsi-cola and coca-cola.

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 OBJECTIVE OF STUDY

Every work or study has certain objective, objective provides inside to be more
familiar to the project. It is trait of the human blood that in the absence of well
defined objective. No works can bring out tangible results.
In research study or project work objective may be more than one. The main
objective of this project “a market share & current status of coca cola in
North Delhi ” the objective can be divided:-

1) To find which brand of coke is more popular at consumer level.

1) To find out which quantity is more preferred at consumer level.

2) To find out the impact of advertisement for brand preference.

3) To find out the impact of scheme (i.e. under the crown) launched by the
company from time to time.

4) To find the average consumption of cold drinks in consumer level.

5) To find out the reason of buying brand at the consumer level.

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 EXECUTIVE SUMMARY

A Comparative study of two popular brands Pepsi & coke was done for that
purpose a survey was brand preference, packaging & quality, affect of ad and
mountain dew VS sprite (a comparison) in north Delhi market. The different
parameters were:-

(1) Brand preferences

(2) Preference of packaging
(3) Scheme and facilities available
(4) Create Consumption
(5) Preference of quality
(6) Methodology

After taking Para meter into account , it is important to make an exploratory

study of the project and for that an enthusiastic survey was of retailers was
done.

DATA COLLECTION

First questionnaire was prepared to conduct a survey to consumer. The

questionnaire was prepared in a systematic manner consisting of closed as
well as open-ended questions.

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FINDING

After conducting a survey it was found that the as far as it part is concern
coke is leading over Pepsi. The area covered shows following indications for
it.

1. Thumps Up was found to have more consumer than the Pepsi & Coke.
2. More schemes are offered by coke as compared with Pepsi.
3. The percentage of M.dew and sprite in north deli.

Mountain dew 60%

Sprite 40%

The History of soft drinks began with the end of the last century. Its
history dates back to the civil war in USE in 1860.At that time people
were suffering from many diseased.

Problem at that time was to cure all these diseased since no remedy
was present at that time. It was a big question for American people
.So in 1885 Mr. Jinn Palmerton, who lived in Antonia , made a drink
and registered is as FRENCH WINE COLA. In the beginning the
drink was made with mixture of cocaine and alcohol but later on it was
converted and changed into a soft drink. Now it is named as coca-
cola .A new brand named Pepsi Cola came in the year 1887.

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 INDUSTRY STRUCTURE:-

There are three major participants in the production –carbonated soft drink.
They are concerted producers for examples roughly one- half if Pepsi –
cola’s sale are through Company owned bottles. The remaining volume is
sold through Franchise bottles line of soft drinks in a define territory. And
mot allowed to market to market a directly competitive major brand.
The principle retail channel for channels for carbonate for carbonate soft
drink are supermarkets, convenience store, sending machines, fountain
service, and thousand of small outlets. Soft Drink is typically sold in glass
bottles and in plastic and cans except for fountain service. In fountain service
syrup is sold to a retail outlet, which mixes the syrup with carbonated water
for immediate sales.

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 INDIAN HISTORY OF SOFT DRINK

Around 1984 the first branded soft drink came in the Indian market. This soft
drink was named as gold spot. Before Coca-Cola entered the country to
dominant the scene in 1950’s .parley exports Pvt. Ltd was the first Indian
company to introduce a lemon soft drink, this drink was known as Limca and
it was introduce in 1970’s. However, before this they had introduced cola
piping, which was withdrawn in face of tough competition from coca-cola.
In the year 1977 coca-cola left Indian market and this brought in an
opportunity for various Indian companies to show their caliber, at this time a
new soft drink was introduced by parley product and this was named thrums
up.
This was Coca-cola drink, which had a burnt sugar color. This drink was
introduced with a mighty “happy days are here again”. As if happy days went
away with coca-cola .There was another company named pure drinks, which
introduced the soft drink named campa-cola along with orange and lemon
flavors.
Just after this many more companies entered the Indian soft drink market. A
soft drink named double-7 had been introduced by a company modern baker.
Another company, Mohan meckins also came with a softy drink named marry
& puck up. McDowell came with thrill, rush and sprit.
Previously there was no competition in the Indian soft drink market but with
all these companies coming in the Indian market a huge competition was a
place with high voltage advertisement. But in the year 1988 Pepsi was given
permission to sell its soft drinks in the Indian market by the government of
India .Coca-cola also co history of soft drink come back 1993.

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 INDIAN COLA SCENARIO

The Indian C.S.D market is estimated at Rs.3000 cores approx by value 65% of
this purely cola market while the drinks account for the remaining part. Which
includes Lime, orange and soda India swigging a carbonated beverage is still
considered a treat, virtually a luxury.

Indian C.S.D market has enormous growth potential because of its

population and changing economic the Indian market in 1989 while Coke
launched products in 1993.

World wide, Beverage business is bright red Coke’s life, its only business
deep blue Pepsi’s is broad based food and Beverages Company, driving more
than 60% of its sales. And opening profits from its snakes and restaurants
business.

Both Coca-cola India and Pepsi foods have hit upon same strategy create
awareness by increasing noise label, reduce price to induce trials and liter
increase prices once consumer trials have begun.

Coke is mainly a franchisee driven operation with the company supplying

its soft drink concentric (that secret potion) to its bottlers around the world
(Franchisee operated\owned bottling operation or FOBO).

Pepsi has taken the capital incentive root of owing and running its own
bottling factories (Company operated bottling operation or COBO) along side
those of its franchisee.

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Coca-cola was born eleven years before pepsi in (1887) and a century later still
maintains that pioneering lead.

COKE:-

Coke re entered India after 7 years in 1993 striking a $ 40 million (Rs 140
cores) deal with parley it got an instant access to the India soft drink market.
Coke is having a multigrain strategy and is looking for a great volume
opportunity in India. Coke is spending heavily on advertisement. And it sales
generating assets and singe and amazing to create brand loyal retailers providing
best facilities to them.
Coke is about to invest Rs 2400 cores for setting up to new subsidiaries in
India.
With its classic coke speak” Focus, cocas and steamroll ahead” Coke is
presently No 1 in India carbonated drinks market.

PEPSI:

India figures amongst the top three focus countries on Pepsi’s horizons,
sharing the honors with china and Russia.
In India Pepsi co has pumped in Rs 300 core and would be investing the
similar amount of money in near future.
In 1994 Pepsi bought over Duke in Bombay, Which was bought over
lock, stock and brands for 45 cores. COBI account is half of Pepsi total soft
drinks sales.
Pepsi has single mindedly focused on brand Pepsi and has become
virtually a one brand company.

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19
 SOFT DRINK MARKET INDIAN SCENARIO

Indian soft drink industry is witnessing a boom time. Its growth rate is around
20% with such a high growth rate, volume could reach billion crates with 10
years .Three major multinational companies are fighting to grab a major chunk
of business from Indian markets. These three major multinational companies are
fighting to grab a major chunk of business from Indian markets. These three
coca-cola, Pepsi, Cadbury. All of these companies have seen an enormous
potential in this country .Consequently, by world standard India per capita
consumption of soft drinks is still very low. Therefore these soft drinks grants
feel that fire capita consumption can only grow up. Soft drinks industries has
already seen and estimated sale of around 240 million crates higher than last
year’s sale of 204 million in 1998. The main reason for such a high growth rate
heightened competition between Coca-cola and Pepsi, Cadbury, being a new
entrant is for behind.

India us actually more vivid in taste and preference than any other
country market. Delhi jar instance, accounts for about 20% of total soft
consumption in terms of sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers
are increasing day by day. This actually means that there is just one soft drink
retailer on a population of 37,600, which is far below the international standard.
Where as Philippines has one soft drink retail counter over a population of 150
people i.e. 4, 00,000 outlets on population of 60 million.

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 A (BRIEF) HISTORY OF COCA-COLA

Coca-Cola was invented in May, 1886, by Dr. John S. Pemberton in

Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's
Bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing
Script that is famous today. Coca-Cola was first sold at a soda fountain in
Jacob's Pharmacy in Atlanta by Willis Venable. During its first year, sales of
Coca-Cola averaged six drinks a day -- adding up to total sales for that year of
$50. Since the year's expenses were just over $70, Dr. Pemberton took a loss
Today, Coca-Cola products are consumed at the rate of more than 834 million
Drinks per day.

Coca-Cola is the most popular and biggest-selling soft drink in history, as well
as the best-known product in the world. Created in Atlanta, Georgia by Dr. John
S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing
Coca-Cola syrup with carbonated water.
Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was
being sold in every state and territory in the United States. In 1899, the company
began franchised bottling operations in the United States.
Coca-Cola in virtually every part of the world. The Coca-Cola Company has
nearly 400 beverages in its portfolio.

Today the white on red flow of coca-cola is familiar sights in more than 195
countries .The syrup combines that have capture a 46 percent slice of global soft
drink market. The company Estimates that the drink is served 685 times a day, if
all the coke ever produced were filled in standard bottles and placed and to and
it would warp around the equator 21,161 times.

21
The story of coca-cola is the story of a drink and its charm with the consumer.
The story of the ecstasy and agony the drink has caused to those dedicated to its
growth.pemberton was first. Through a shop called Jacob’s pharmacy, he
managed to sell and average nine drinks per day to begin with volumes as sales
grew G Candler were second. Atlanta druggist, Candler brought Coca-Cola was
for $2,300 in 1891.The year after along with your companions he formed the
Coca-Cola Co. The initial stock $ 100,000 coca cola was registered as the US
patent office in 1839 and began selling at soda fountains for five scents a glass
as sort of their peptic Refreshment in 1894 it got into bottles ,courtesy a candy
merchant from Mississippi .five years later, the drink was being bottle on a
regular basis under a region wise franchise system, and it had its big
competitor ,pepsi cols coca cola’s first bottling plant in Chattanooga, Tennessee,
followed by another in Atlanta in 1900.The unique taste of coca-cola was
astounding success. Over the next two decades, the company adopted a six and
half –ounce, pale green contour bottle designed by the root glass Co. of Terre
Haute, Indiana today, it’s an intrinsic part of the brand.

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 COMPANY PROFILE

The company broadened its horizons when Robert woodruff. The son of a
banker who had acquired the company for $ 25 million in 1919.

Assumed charge in 1923 .He began by upgrading bottling operations, bought in

innovations like a six-bottle carry home carton, and upped advertising support
.It was under woodruff that the brand, known affectionately as coke by now,
associates itself with the sports. A thousand cases of Coca-Cola accompanied
the US Olympic team to the 1928 summer Olympic in Amsterdam. By the
Second World War the company ensured that every American soldier had
access to five-cone Coca-Cola bottle. As the US forces proceeded to liberate
continental Europe from Nazi menace, coca Cola entrenched it self both at
Horne and overseas as a symbol of American success. Since then, coke seems to
have accompanied America to the top of the world’s economic and political
order.
Woodruff initiated the company’s commitment 5 the organized global
expansion building 64 overseas-bottling plants during the war. By the 1950’s
colas was a daily consumption item, stored in household’s fridges, which
persuaded coca-cola to bring out the drink in bottles of big size.
As the time went by the company brought out some new aerated drink.
The first one, Fanta, appeared on shelves in 1960 .Its birth was an accident. The
company’s Germans arms, in an attempt to produce Coca-Cola with out some
key ingredients, turned out an orange flavored drink instead. Its on growth
welcomed it. While Fanta was being rolled out, the company bought there way
for Coca-cola food.
Several beverage followed the most notable being sprite a lemon lime
developed in the late 1951’s and formally launched in the US in 1961 .TAB a
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one calorie cola 1963and frescos , low calorie citrus drink in 1966 .By the
decade and coca-cola drinks were selling in aluminum cans too.
In 1975 , the company launched Georgia canned coffee in Japan, Back in
the US, it dabbled in the wins market between 1977 and 1983 only non-cola
products headed for the big time.
In 1982 the company launched what is now considered among the
world’s successful brand extensions – Diet Coke. The idea was to retain the
loyalty of the health conscious drinker who loved the taste but hated the
calories. After this, it came out with caffeine free versions of its main drinks.
Yet

In the US the company kept losing ground to Pepsi. In 1985, it pioneered a new
cheery – flavored colon cherry coke this year is netter remembered for new
coke, a launched was aimed at tackling its archival.

Coke’s marketing team was convinced that pepsi charm with them out lay in its
sweeter taste. Considering that coke had grater brand equity, it seemed fair to
assume that reformulated, sweeter cola would smash Pepsi challenge. Coca-
Cola invited over 1.9 lacks statistically selected Americans for blind taste to
make a comparative analysis of the new formula Visa the original .The new one
got an overwhelming response.
With out a second through the company replaced coke with new coke.
How are when placed on shelves, it did not budget. On wide spread protest.
Classic coke had been recalled.

New coke (or Coke II) has been recorded as marketing blunder of epic
proportions. The company did not realize that coke’s value had transcended
the physical attribute of taste. The brand through of tampering with coke hurt

24
 the consumer’s feelings. The good news that the massive show of support for
coke helped the brand reverse its market share loosed to Pepsi—a reasons why
some observes say that entire thing was actually just a poly to whip up a real
thing mania.

A truly domed experiment was Break Mate, a Coke-dispersive matching

launched in 1988 that was supposed to offer the drink at a lower per sup cost.
But the company miscalculated the cost of machine and Break Mate flopped.
In 1991 Coke decided to get more creative advertising. Part of the
objective was to over turn the common belief that pepsi was more imaginative
in its approach to the consumer. So coke split up its $ 200 million (Rs 700
cores) as accounts between Mc cann Erickson, which had been on it’s since
1955, and creative Artist Agency (CAA). Hollywood setup. While Mc can’s
campaigns concentrated on other the freshness or originality of the drink,
CAA’s were of beat instead of regular sultry images. it came up with a coke
living polar bear.
But Coca-Cola was getting jittery about the future. The share of cola in
the US soft drink market had fallen from peak of 633.6 percent in 1984 to 60.4
percent in 1991. To safeguard it self the company invaded several new markets.
One was the market ready to drink iced tea, which it entered via a joint venture
with Nestle (brand Nestea)in 1992 another was that for sport drinks, where it
launched power ,where it launched Power ad to attack Gatorades, from Quarter
Oats.
In recant years, the company has fight a host of private label drinks across
the US the rise of which leads many to believe that the days of the great Brand
are numbered. Coke disputes such thinking saying that faceless entities, how are
cheap or taste cannot match the more than 194 other countries making up the
bulk.

25
The company has about hundred in its portfolio, but coke, Fantail and sprite
account for almost all its sales. In 1994, the real thing coke sold over billion
liters.
For the taste of it; Diet Coke, along with Coca Cola light, sold 8.5 liters,
which makes it the world’s third largest selling drink after regular Coke and
pepsi. In 1994 Fanta and sprite, the two non cola drinks, sold over 6.5 billion
liters each, while sprite is aimed at the independent youngest who doesn’t care
what other drink (the ad line; Obey your thirst) Fanta has adopted characters.
Which vary from region to region-to play on the fun theme?
Coca-cola foods is chiefly into juices under the Minute Maid and HI-C .It
has just entered as emerging category of non-carbonated tropical fruit teas with
Fruitopia .The company had tied its hand at root beer with rambling .It was a
disaster. Last year Coca-cola brought America S.no 2 root beer, Barq’s.
Shareholders are pleased with Coca-cola progress in the past decade
during which value of its entire tradable share grew than seven times.
In 1923, Cola-cola re entered India after a year exile, four year after Pepsi
made a début. Coke has struck a strange sic alliance with Thumps Up marketer
parley Exports abed is aiming to raise the country’s pathetically low per capita
consumption (0.6 liters a year, in comparison with the US 83.5 liters).

26
VISION OF COCA-COLA

“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 COMPANY

“The mission of the Coca-Cola Company is to increase the

shareowner’s value over time. The company accomplishes the mission
by customers through a worldwide system of superior brands and
services, thus increasing brand equity on a globe basis”.

Mission of the Coca-cola India

Create consumer products, products, services and communications customer’s

service and bottling system strategy process and tools in tools in order to create
competitive advantage and deliver superior value to ;-
o Consumers as a superior beverage experience
o Consumers as an opportunity to grow profits through the use of finished
drinks.
o Bottlers as an opportunity to make reasonable to grow profits and volume
.
o TCCC as trademark enhancement and positive economic value added.
o India society in the form of a contribution to economic and social
development.

27
 COCA-COLA IN INDIA
After a 16-year absence, Coca-Cola returned to India in 1993. The Company's
presence in India was cemented in November that year in a deal that gave
Coca-Cola ownership of the nation's top soft-drink brands and bottling network.

Coca-Cola India has made significant investments to build and continually

improve its business in India, including new production facilities, wastewater
treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$1
billion in India. As such Coca-Cola is one of the country’s top international
investors. In 2003, Coca-Cola India pledged to invest a further US$100 million
in its operations.
Coca-Cola business system directly employs approximately 6,000 local people
in India.
In India, we indirectly create employment for more than 125,000 people in
related industries through our vast procurement, supply and distribution system
Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India.
The Coca-Cola system in India comprises 27 wholly-owned company-owned
bottling operations and another 17 franchisee-owned bottling operations
A network of 29 contract-packers also manufactures a range of products for
the Company The complexity of the Indian market is reflected in the
distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that
can navigate the narrow alleyways of Indian cities, and trademarked tricycles
and pushcarts.

28
The Coca-Cola business system directly employs approximately 10,000 local
people in India. In addition, several independent studies have documented that,
by providing opportunities for local enterprises, the Coca-Cola business also
generates a significant employment “multiplier effect”. In India, we indirectly
create employment for more than 125,000 people in related industries through
our vast procurement, supply and distribution system.

29
BIRTH OF A REGERESHING IDEA : COCA-COLA

John Smyth permberton a pharmacist had discover the Coca-Cola flavor

in the year 1886. “Caramel” colored syrup –the ingredient of the world’s
favorite drink.

THE TERM:COCA-COLA

FRANK m Robinson contributing to the history value of Palmerton

section named the Carmel colored syrup as Coca-Cola penning down those
letters in a style that was to become the highest valued trademark on earth.
The red on white flow is thus a familiar sight in more than 195 countries further
Robert Woodruff coined the term Coke.

[As estimated: The drink is served 685 million times a day. If all the Coke ever
produces were filled in standard bottles and placed and to, it would warp around
the Equator 21.161 times.]

30
LANDMARKS ACHIEVED

1891 Atlanta druggist Mr. ASAG CANDLER acquires ownership of coca-cola

for $ 2300.

1893-94 Coca-cola registered at the US patent office.

1899 Bottled and sold by Mississippi merchants.

1900 Coca-cola bottling plant camp up in Chattanooga Tennessee and Atlanta.

1919 Robert Woodruff acquired it.

1920 There came into existence around 1000 bottling plant.

1960 A new aerated drink Fanta appeared on the shelves of market.

1961 Lemon drink sprite was launched in U.S.A

1963 A-one calorie cola drink TAB was launched.

1966 A low calorie Citrus drink was launched.

1982 Coca-Cola Co. launched Diet Coke for health conscious drink.

1985 Launched with a new formula to coke preparation having sweeter taste.

31
1991 Coca-cola went for more creative advertisement 80 coke spitted up its
200 million $ Rs 700 between Mecann Enckson & Creative Artist
Agency.

1992 Coke went into a joint venture with Nestle.

1993 On October Coca-Cola was returned in India with first bottling operation
located in Hathras near Agra.

1994 The real Thing Coke sold over 52 billion its Fanta & sprite would top
two non-cola drinks sold over 6.5 billion its each.

For fourth consecutive year, Coca-Cola ranked #1 in

BusinessWeek/Interbrand’s annual ranking of the world’s strongest brands,
“100 Best Global Brands.”

For fifth consecutive year, Coca-Cola achieved platinum status in Reader's

Digest Super Brands Survey of Asia's favorite soft drinks.
For the fifth year in a row, Coca-Cola named Most Valuable Global Brand
(Interbrand, 2003)
For the fifth year in a row, Coca-Cola voted a "Super brand" in the soft drink
category (2003 Thai and Asian Readers' Digest consumer survey)
Coca-Cola world's most valuable brand (Interbrand 2002)
Coca-Cola ranked as the strongest, best-known brand in the U.S.(2002)
Coca-Cola received Brand marketing magazine's 2001 Hall of Fame Award
Coca-Cola named favorite soft drink in Asia (2001 Super Brands survey)

32
DIVERSITY

50 Best Companies for Minorities, Fortune (2004)

Corporation of the Year Award, Georgia Minority Supplier Development
Council (2004)
Top 50 Companies for Minorities, Diversity Inc. (2004)
The 2004 Diversity Achievement Corporate Award, District Two - American
Advertising Federation (2003/2004)
Top 50 Companies for Diversity, Diversity Inc. (2003/2004)
Top 25 Corporations Doing Business with Women Business Entrepreneurs,
Women's Business Enterprise Alliance (2003)
Corporate Commitment to Minority Business Entrepreneurs Award, Houston
Minority Business Council (2003)
Corporate Commitment Award, Native American Chamber of Commerce
(2003)
Corporate Commitment Award, Houston Minority Business Development
Council (2003)

The Crystal Award, Georgia Minority Supplier Development Council (2003)

America's Top Organization for Multicultural Business Opportunities, DIV
2000.com (2003)

Diversity Award, Asian Pacific American Heritage Month Celebration

Committee (2003)
Corporate Member of the Year, Asian American Chamber of Commerce (2003)

33
A+ Award for Tutor Program, Atlanta Partners for Education (2002)
Top 50 Diversity Employers, The Black Collegian (2002)
50 Best Companies for Minorities, Fortune Magazine (2002)
50 Best Companies for Minorities, Fortune Magazine (2001)
Top-50 American Company for Multicultural Business Opportunities, Div2000
(2001)
Asia's Most Admired Companies, Asian Business Magazine (2000)
50 Best Companies for Minorities, Fortune Magazine (2002)
50 Best Companies for Latinas to Work in the United States, Latina Style
Magazine (2002)
(2001)
Top-50 American Company for Multicultural Business Opportunities, Div2000
(2001)
Asia's Most Admired Companies, Asian Business Magazine (2000)
Read more about our commitment to diversity

Some major awards:

Coca-Cola India received Gold Award at Promotion Marketing Awards of Asia

(PMAA) for "best use of interactive media" with www.myenjoyzone.com

Coca-Cola Great Britain's "Just For The Taste Of It" Diet Coke promotion voted
most catchy advertising jingle of all time (The Guardian)

Coca-Cola light print advertising campaign in Italy received Top Brand

Advertising 2003 Award (Daily Media and Media forum)
Fanta received a Television Commercial Gold Medal for the third consecutive
year at 43rd All Japan Radio & Television Commercial Confederation Festival

34
Coca-Cola Light Lemon received Press Campaign of the Year Award at
Singapore Advertising Hall of Fame Awards 2003

Coca-Cola India won two Gold Lions at the Cannes Lions International
Advertising Festival for Thanda Matlab Coca-Cola cross-media campaign

Coca-Cola Spain named 2002 Advertiser of the Year by the Spanish

Association of Advertising Agencies (AEAP)

Coca-Cola India awarded "The Advertiser of the Year" and "Campaign of the
Year" for "Thanda Matlab Coca-Cola" campaign (Advertising Agencies
Association of India)

Gold Trophy in the Beverage Category for the Fanta "Flying Can" television
commercial (Ninth China Advertising Festival, 2002)

Coca-Cola India recognized by Rajiv Gandhi Foundation (RGF) for

participation in motorized three-wheeler scheme for the disabled

Hindustan Coca-Cola Beverages in India honored as "best private company" in

the state by Government of Tamil Nadu for providing employment opportunities
to physically challenged people

Hindustan Coca-Cola Beverages Dasna plant in India received Golden Peacock

Environment Management Award 2004

The Coca-Cola Company ranked most respected food/beverage company of

2003 (Financial Times)

35
The Coca-Cola Company named "Most Admired" company by South African
consumers (Sunday Times survey)

Coca-Cola Amatil received AA rating in social responsibility (RepuTex index,

2003)
International Standardization Organization (ISO) 14001 certificate to Coca-Cola
Bottling Indonesia for environmental protection programs at its plants
Coca-Cola India received a water conservation and pollution control award from
Andhra Pradesh Government on World Environment Day (June 2003)

Golden Peacock Award for Global Excellence in Corporate Governance, by the

World Council for Corporate Governance (India, 2002)
Golden Peacock Award from the World Environment Foundation for effective
environmental management at the Hindustan Coca-Cola plant at Ameenpur
Village, near Hyderabad, India Number Six ranking in Far Eastern Economic
Review's 2001 list of Asia's leading companies.

36
PRODUCTION PROCESS

The production process of Coca-Cola essentially consists of four stages.

They are:
1. Water treatment
2. Syrup preparation
3. Bottle washing
4. Filling and capping
The first three above –mentioned stages are decoupled from one through
inventory and they processed alone three independent parallel lines. The stages
can be seen as an assembly stage.

1. WATER TEATMENT

At this stage hard water is dematerialized to soft water for the soft drink base.
The process of reverse osmosis does the conversion of hard water of soft water.

2. SYRUP PREPARATION

Preparation of syrup is done in 2 stages. Initially the rose syrup is prepared at 80

degree Celsius and then the syrup is cooled to 25 degree Celsius, Which
becomes ready to be mixed .The mixing of the ready syrup is done in the mixing
unit.

3. BOTTLE WASHING

At this stage the used bottles are washed and cleaned. Feed conveyer to the
bottle washing machine transports the dirty bottles where the bottles are
primarily washed as 50 degree Celsius and the secondary.

37
Washing is done at 75 degree Celsius. The washed bottles are then inspected in
the inspection unit for disparity with quality standards.

4. FILLING AMD CAPPING

As mentioned earlier, this can be seen as an assembly stage. The premixed

syrup is carbonated and filled in the processed bottles, which are then capped
and Transported to the final inspection section .From there the bottles are

transported to the Go down.

38
QUALITY
COCA-COLA considers the consistent high quality of our beverages to be one
of our business’ primary assets. In India, as in each country where we produce
our beverages, the Coca-Cola system adheres not only to national laws on food
processing and labeling, but also to our own strict standards for exceptional
quality. In everything we do, from the selection of ingredients to the production
of our beverages and their delivery to the marketplace, we use our specialized
quality management system, The Coca-Cola Quality System, to ensure that we
are offering consumers only the highest quality products. We monitor our
success through our customer and consumer feedback and our in-trade
monitoring programmes, and this information enables us to continuously
improve our already demanding systems

28TH January 1997 saw the launch of QA 2000 in India as novel and
interesting conference at Leela Kempenski, Mumbai and Attended by over 150
delegates from bottling operation of the Coca-cola system in India.
The speaker put fourth the three quality principal of QA 2000, to ensure that
the Coca-cola company.

- Is the symbol of quality around the world?

- Delivers continued customer and consumer satisfaction.
- Operated as a responsible corporate citizen.

Peter Adam Director Technical, Coca-Cola India, unveiled the all new
equation “Q=”SMC “The explanation is:

Quality= Satisfy more customer and sell more coca-cola sell more products.

39
 How can improvement of qualities concentrate on target the consumer’s
preference? The consumer, while making a decision on whether or not but
coke product get influence by the product and the company image.

Product quality of course is the most important factor in the decision

process. Besides the product many other thing s projects the image like;-

- Packing
- Bottling
- Vehicles
- Outdoor advertisement
- Rout sales persons
- Merchandise activities
- People at desk
The above point should be understood very well in how they help in projection
of image and should be improved continuously.

CONSUMER HEALTH AND SAFTY IN MINDS:-

Coca-Cola India is committed to public health and safety. Quality framework

QA2000 incorporates the principles to operate as a responsible corporate citizen
of which public health is an integral part.
In recent years seeing that 80% of all soft drinks are consumed on premises that Is
on point of purchase rather that at home Pepsi invested Rs 60 cores in installing
4000 fountain contraption at retail stores countrywide.
Coke in comparison, has gone slow on fountain (a deliberate strategy, says its
exclusives), because there is quality issued that first has to be addressed regarding
the water used on site. This only reaffirms the coke’s concern for consumer
health.

40
 CURRENT STATUS OF COCA COLA VIS-À-VIS ITS
BOTTLERS
Coca-Cola India will but out bottlers who do not want to be part of the bottle
joint venture .CEO of Coca-cola India, Mr. Alex Von Behr in his maiden
interview to the rests after taking over charge told that man who considers “
Business strategy “ and “ managing people through delegation and
improvement”.

• REAL THING REAL FORMULA

• ANCHOR BOTTLERS CONCEPT

Coca-cola has eight large, consolidated bottlers around the world. Coke own
equity strakes in them and allows these bottlers to expand gradually. Fraser
neaale (P & N). Singapore, swire Pacific Group, Hong Kong, Coca-Cola
Enterprises USA had Coca-Cola Amatol Ltd, Australia is among them.

41
THE COKE MARG

CHINA: 1998-Coke brought its Hong Kong bottlers, the swire pacific Group.

1993- Robert cook, a Hong Kong based non-resident Chinese who controls the
kery group, Which has 8.4%, share in Coca-Cola Amtail Ltd. brought in.

INDONESIA: COCA-COLA AMATIL Ltd, Recently took over most of coke

is bottling plants, after coke dropped all but one of the countries 11 local
bottlers.

INDIA : Coca-cola plants to bring its anchor fresher and Beale; Singaporeans
also its Philippines based bottlers san Miguel to set up one of two coke
subsidiaries with an equity base of $350 million.

Coke proposed franchise refuses coke proposed to pick up a 55% stake in the
bottling operations of all its franchisees in the country.

The bottlers can also join the new partnership in the following ways:-

 Operation / Advisor roles

 Advisory committee membership
 Board membership
 Alternatively, the bottler has the right to remain independent.

42
REPORTING SYSTEM

AS per the client RA is the front line person of sales organization. As the
chart:-
a) RA is controlled and guided by CE.
b) CE report to ADC and TDM.
c) ADC reports TDM on daily basis and also to unit manager on
weekly basis.
d) TDM report to UM and also to executive director.
e) UM reports to executive director.

MARKETING FLOW IN CHANNEL

The company policy on marketing channel is crystal clear in strategy “to build
the direct distribution system at all India level “,i.e. having agent ,whole seller,
retailer and final customer there by maintaining intimate contact with the
consumers and closer control over the condition of the product sale.

43
Different Channel followed

A) Plant
Plant

Carry
Carry and
and Forward Agent
forward Agent

Dealers and Retailers

Dealers and Retailers

Ultimate Consumers
Ultimate Consumer

Plant (Building)
B) Plant (Building)

Distributor
Distributor

Retailers
Retailers

Consumers
Consumers

Pepsi Food Ltd

C) Pepsi Food Limited

Carry and Forward

Carry and Forward

Dealers and
Detailers andRetailers
Retailers

Ultimate Consumers
44
 4P’s POLICIES OF THE COCA-COLA PRODUCTS
0
1
2 PRODUCT

There are five lines of products of soft drinks in India that is almost matched
with international quality.

PRODUCT LINE
0 coca-Cola
200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet) & 330ml,(Cane)
1 sprite
200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)
2 thumps-up
200ml, 300ml, 500ml. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)
3 limca
200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)
4 mazza and fanta
250ml. & 300ml (Tetra Pack)
5 kinley (Mineral Water)
1000 ml.

0 PLACE

Pepsi has strong channel of distribution, A few intermediaries command the

distribution work.

BOTTLER-------DISTRIBUTOR--------RETAILER--------CONSUMER

45
 By this simple distribution, Pepsi is dining well. The company is trying to
reach at every root of urban, sub-urban, and village areas. The company has
succeeded to some extent in reaching its target.

1 PROMOTION

In a specific sense sales promotion methods, those sales activities that

supplement both personal selling advertising and co-ordination them and help to
make them effective such as display, shows, and exposition and demonstrations
and other non recurrent selling efforts not in ordinary route.
Pepsi has taken variety of tools and techniques for sales promotion, like for
example sales promotion letters, catalogue, point of purchase, display customer
service programs and demonstration free samples here are some promotional
program of Pepsi.

46
Meaning of retailer

“Retailing includes all activities incident to selling to the ultimate consumers”

American definition committee :

“Retailing includes all activities directly relate to the sales of goods or services
to ultimate consumer for personal non-business use.” – William j. stantion

Function of retailers

1). Buying and assembling

2). Warehousing or storing.

3). Selling

4). Credit facilities

5). Risk bearing

6). Graphing and packing

7). Collection of market information

8). Helps in introduction new product

9). Window display and advertising, etc.

47
Functions of sales promotion

1). Low unit cost

2). Effective sales support

3). Increased speed of product acceptance

4). Better control

Objectives of sales promotion

A). to introduce new products

B). to attract new customers

C). to increase current sales

D). to improve the public image of them

Sales promotion at dealer’s level (Retail store)

1). Advertising
2). Store demonstrations
3). Special display and shows
4). Dealer contest
5). Dealer premia.

48
Sales promotion schemes at consumer’s level

1). Coupon
2). Price-off offer
3). Samples
4). Money offer
5). Trading stamps
6). Different contest
7). Premia

a). SCHEME

Pepsi offered a lot of scheme from March to June for sale s promotion of its
product. These are followings:-

• One bottle free on 2 littler 1packs (9Bottles).

• 100ml free on every 500ml Pet.
• On Slice Tetra Pack

b). ADVERTISEMENT

Advertisement as a motivator towards consumption of soft dirnks plays

important role-slogans like:-

49
 PEPSI:-

3 YEHI HAI RIGHT CHOICE BABY

4 NOTHING OFFICIAL ABOUT IT
5 DRINK PEPSI AND GET STUFF
6 AAJADI DIL KI
7 YEH, DIL MANGE MORE
8 YEH PYAS HAI BADI
9 ZOR KA JATKA DIRE SE
CHITA VHI PITA HAI
PEPSI SAFE NAHI HAI

COKE:-

COKE ADDS LIFE.

COKE IS IT.
IT’S THE REAL THING.
ALWAYS COCA-COLA.
EAT MUSIC, SLEEP MUSIC AND DRINK ONLY COCA-COLA
JO CHAHO HO JAYE COCA-COLA ENJOY
I WANT HRITIK AND I WANT COKE.
THANDA MATLAB COCA-COLA.
JIYO THANDA, PIYO THANDA

These punch lines fascinate the people to consume the soft drinks and its also
differentiate the brand.

50
 PRICING

The amount of money charged for a product of services or some of values that
consumer’s exchange of the benefit of having or using product or services.
Coca-cola has taken affordable moderate pricing strategy; It is useful pricing
strategy for both the company and the consumer. By this strategy co0mpay can
penetrate even in rural market too, because the company has already caught
urban and sub-urban market consumer can take benefit by its affordable
economy price without more considering. Consumer can purchase it very easily.
This pricing strategy is also important of stand out in cutthroat soft drinks
competition.
Coca-Cola has launched his product on this rate:-

Coke , thums-up, limca, sprite,fanta

300ml - Rs.10
200ml - Rs.8
500ml - Rs.23
1000ml - Rs.37
1500ml - Rs.45
2000ml - Rs.60
Mazza
200ml - Rs.10

51
PACKAGING

Packaging plays a vital role increasing or decreasing in sales of the products,

thus packaging of the product should be attractive and product should be
available in different size.

To keep in mind the importance of the packaging soft drink, companies

adopting new technology for looking the products attractive and producing the
product in different size.

Sizes are 200ml, 300ml, 500ml, 1000ml, 1500ml, and 2000ml.

Now the soft drinks are available in different pack like available CAN
and PET and TETRA PACK.

52
PRODUCT-AVAILABILITY ON DEMAND IS VERY
IMPORTANT

If the product is not available on demand.

Sales are lost to some other brand available at the outlet.

Customer’s confidence is shaken.

Retailers start suspecting company’s Distribution ability

Brand loyalty against through ADD campaigning is lost.

Retailers hold-up stockfish’s payments.

53
 WHY PROPER DISTRIBUTION IS VITAL
PROPER/REGULAR
OUR PRODUCT AT SUFFICENT SOTCK FOR
IMPROVED
THE DEPOT SALES AND INVENTORY
SUPPLIES DISTRIBUTION
MORE & MORE RETAILERES
(ENCHANCED PRODUCT REACH)

REGULAR BETTER
DISTIRBUTION SERVICE

MORE STOCK
REQUIRED ASSURED PRODUCT AVIALABILITY ON
DEMA\END

CONSUMER EXTENSIVE FASTER

CONFIDENCE TRIACE ROTATION
(NEW BUYER)
MORE ORDER AT
ORU DEPOT

REPEAT ORDERS REPEAT DEMAND FROM RETAILERS

FSROM STOCKISTS

54
 HOW TO IMPROVE DISTRIBUTION

MORE EXTENSIVE
STOCKIST NETWORK
IMPROVED SERVICE FREQUENCY
MORE SALES

MORE RETAILERS GET TAPPED

MORE
DEMAND

MORE TRIALS
MORE
CONSUMPTIONS

MORE BUYER

55
 CONSUMER BUYING BEHAVIOUR

In this concept we will study about all the factors that influence the buying
behavior of the consumer which can be demographic, social cultural &
psychological factors.

Factors influencing buying behavior of consumer in soft drink industry are:

1. Availability
2. Preference of the consumers
3. Awareness of Brand
4. Income

56
PRODUCT PROFILE OF THE COMPANY
There are nine brands of COCA-COLA named as following.

1. COKE.
2. THUMS UP
3. LIMCA
4. FANTA
5. MAZZA
6. SPRIT
7. KINLEY WATER
8. KINLEY SODA
9. SUNFILL

These nine brands differ in taste; flavors are also in their colors.

(1) COKE: coke is considered to be a cola drinks. It is generally

preferred by all sections of consumer. This is cash cow brand
for the company in terms of sales revenue
.
(2) THUMS UP: Thumps up is also considered to be a cola drink. It
is hard in comparison to coke. All sections of consumers but
especially to teen-aggress prefer it. It is a big source of
company to cash its publicity.

(3) LIMCA: Lima is considered to be lemony in taste, and comes

under the category of clouds. It has to yield good sales revenue.
Children & women generally prefer it.

(4) FANTA: Fanta is coming in orange flavours. Children and

women prefer it.

57
(5) MAAZA: Maaza is considered to be juicy soft drink because it
contains Mango pulp. This drink is preferred by different
segment of consumers.

(6) SPRITE: Sprit is a transparent lemon drink. It is the 5th best

selling soft drink in the world.

(7) KINLEY WATER: it is launched in late 2000 .It is bottled

drinking water. It contributes 5% coke revenue in India.

(8) KINLEY SODA: These us a soda drink .It has no color and no
flavor. It is generally used with alcohol and used by adults.

58
CATEGORIZATION OF INDIAN SOFT DRINKS

INDIAN SOFT DRINKS are categorized in two types:-.

1. AERATED SOFT DRINKS

2. NON-AERATED SOFT DRINKS.

The AERATED SOFT DRINKS, which are marketed in Indian markets, are:-

A. COLA: - THUMSUP, COKE, SPORT COLA, PEPSI

B. LEMON: - LIMCA, TEEM, MIRINDA LEMON
C. ORANGE: - FANTA, GOLD SPOT, MIRINDA, SRUSH
D. OTHER: - CITRA, LEHAR-7 UP, CANADA DRY.

The NON-AERATED SOFT DRINKS are—

A. MAZZA
B. SLICE
C. FROOTI, JUMPIN.

59
 ADVERTISEMENT AND PUNCH LINE OF
COCA-COLA

I’d like to start with what is according to me plain and simple but true... Coke
was the Original Cola drink... And Pepsi has been and always will be... a distant
second.

There are a number of opinions up here... but most of them (especially the pro-
pepsi ones) seem to be missing ONE major fact. Lets not all forget when Coke
was re-introduced to the Indian market in the 90’s, one very common remark
was the taste difference between the Coke here and the Coke some of us have
had the privilege of tasting in other countries. Even the Middle Eastern cans (the
ones with the Arabic script) that used to be available here at exorbitant prices
before the introduction of Coke had a very significant taste difference. Like
everything else India is useless at making Cola too. So a comparison between

60
two products on a worldwide forum such as this one really wouldn’t be sensible
because the products clearly differ from place to place.

Pepsi, in India has the best brand ambassadors (mass appeal wise... not for me
though... heheh). Amitabh Bachchan and Sachin Tendulkar have a crazy
number of fans all over the country. I’ve heard something about Amitabh being
worshipped by a small African tribe as well (true?).

The Advertisement campaign for the Coca Cola company has been pretty
aggressive in the past... However they only used it to attract customers after the
introduction of Sprite and to revive the now dying Thums-up. However Pepsi’s
recent aggressive marketing really isn’t in good taste for the simple reason that
its not like they need to go to such extremes, but they still did. Healthy
competition is always good between top contenders but there’s no real reason to
stoop down to this kind of level when things are not really going that badly.

But nevertheless the Red vs. Blue battle has raged on for a really long time now,
opinions will always differs... but from the looks of things (including the ratings
on this site itself). It looks like Coke still has the upper hand.

61
Brand Ambassadors

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

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern
celebrities like Vijay in the past and today, its brand ambassadors are Aamir
Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

PUNCHLINE

COCA COLA JO CHAHE HO JAYE- - - - - - ENJOY!

COCA COLA LIFE TASTES GOOD

COCA COLA ALWAYS THE REAL THING

COCA COLA PYAR MOHABBAT COCA COLA

COCA COLA THANDA MATLAB COCA COLA

THUMS UP THE TASTE OF THUNDER

LIMCA LEMONI LIME LIMCA

LIMCA LIMCA LIMCA

KINLEY PURE DRINKING WATER

SPRITE CLEAR HAI

62
 MARKETING STRATEGIES

There is 3 A’s which play an important role in Marketing strategies at “Pepsi-

Cola’ office are as follows:
1. Availability
2. Affordability
3. Acceptability

0 AVILABILITY

The availability of product in market influenced the sale of product highly. If it

is not easily available in the market it may hamper the goodwill of the company.
To make the product easily available in the market, Pepsi-Cola has its own
truck which remain on the road round the clock to meet out the shorten supply
and urgent need can get the supply with in the hour or even every hour if
required on cash down payment.

AFFORDABILITY

The affordable price, price which suits to pocket of general consumer also play
an important role in the marketing strategies of any company.

63
 And for this Pepsi launched its product at very effective price, like 200ml at
Rs.8, 300ml at Rs.10, and 2000ml at Rs.60 etc.These are very effective cost to
customer.

ACCEPTABILIY
Even if price are affordable and is easily available in the market, but not
accepted by the consumers, can’t be successful.
According to our survey about this product the “Pepsi” is acceptable by
consumers.

The factors which influence the buying behavior of the consumers are:-

0 Quality of the product (Taste, color etc)

1 Advertising

So to make it more acceptable to the consumers, they must look into these
factors successfully such as improving the taste, more stringent, decreasing the
sugar contents, making advertisement more impressive etc.

64
 COKE SALE STRATIGESS

The companies think –tank strongly believes that soft drink consumption is an
impulse purchase.
People never plan for the consumption of a soft drink except some
enthusiastic youngsters. In India 67% of the annual sale is achieved in the
months of April, May and June and rest in the remaining month.

SALE OF PEPSI PRODUCT IN A YEAR

33%%

67%

65
APRIL M AY & JUNE REST OF YEAR
 Methodology of Research

STUDY OF COCA
COLA COMPANY

STUDY OF THE MARKET SURVEY A

COMPARISON BETWEEN SPRITE AND
DEW

STUDY OF COKE
PRODUCT

SECONDARY DATA PRIMARY DATA

1. LIBRARY DATA COLLECTION 1. SURVEY
2. BOOKS 2. PERSONAL
3. PROJECT INTERVIEW
REPORT 3. TARGETING
DATA ANALYSIS COKE
CUSTOMER

OUTCOME OF THE
ANALYSIS

BUILD APPROPRIATE
INFORMATION AND CONCLUSION

66
 SUBMISSION ON
PROJECT REPORT

67
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem involving a

study of various steps that are generally adopted by a researcher in study his research
problem, alone with the logic behind it.

This includes:

• Defending the research problem

• Sampling design
• Research design
• Method of data collection
• Analysis & interpretation

DEFINING THE RESEARCH PROBLEM:

Problem under the study was finding out the comparative study of coke
brand preference, packaging & quantity in Agra Market.

SAMPLING DESIGN:

Probability sampling design i.e. random sampling was adopted as a

definite plan for obtaining a sample from the population. The selection technique was a
stratified random sapling, restricted probability sampling.

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The satisfied random sampling included homogeneous sub population group i.e. five
market starts in the Agra city with an equal sample size of 100 areas from each of these
strata’s.

NOTE:-Proportional Allocation Under Which, The Sizes Of The Samples From The
Different Strates Are Kept Proportional Of The Sizes Of Strata, Is Not Done, Since
Here The Purpose Of The Study Basically Happens To Be A Comparison Of The
Differences Among The Strates Regarding The Market Position And Consumer’s
Reach.

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 RESEARCH DESIGN:

An Overall “Rigid” descriptive research design has been used focusing attention
on-
• Formulation of objectives of the study
• Designing method for the data collection
• Selection the sample size
• Collecting the data
• Processing and analysis of the data
• Reporting the finding.

METHOD OF DATA COLLECTION:

Primary data was originally collected by means of well framed questionnaire i.e.
Consumer’s questionnaire with relevant questions typed in a definite order to have
probe into the respondents for questionnaires were selected strictly from the Delhi city.

ANALYSIS & INTERPRETATION:

Applying the relevant statistical tools did the analysis and interpretation of the findings.

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 SAMPLE SELECTION

During my summer training, the work place is given to me North-

Delhi Where I have done my project work and survey. Regarding this
I have taken the sample from different ten routes, and the sample size
was no. of 100 outlets.

DISTRIBUTORS

 HariOm Enterprises
 Ambay Agencies
 S.D. Agencies
 Vishal Agencies
 Vikash Agencies
 Bhagvati Agencies
 Eastern Agencies
 Shiv Jyoti Agencies

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 FINDINGS ARE BASED ON CONSUMER RESPONOES

W H IC H C O L A D O Y O U P R E F E R ?
O TH E R S
5%
PEPSI
35%
C0K E
60%

C 0 K E P E P S I O TH E R S

FINDINGS:-

60% PEOPLE PREFER TO TAKE COKE AS A BRAND.

35% PEOPLE PREFER TO TAKE PEPSI.

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DOES ADVERTISEMENT EFFECT
YOUR CHOICE?

25%
35%

40%

YES NO SOMETIMES

Findings:-
40% people say there is no effect of advertising on their
consumption of soft drinks.
35% people say there is effect of advertisement, becoz of
favorite celebrity or role model.
25% say sometime its affect like in cricket season or any
other occasion

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 DOES YOUR FAVORITE CELEBRITY
OR ROLE MODEL AS A BRAND
AMBASSDOR CHANGE YOUR
PREFERENCE?

35%

65%

YES NO

Findings:-

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65% say no, there is no changing in brand because of a role model or
a favorite celebrity. Taste is a also big matter.
35% say yes, its change our preference.

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 WHICH FLAVOUR DO YOU MOSTLY
LIKE ?

CLEAR LIMEMANGO
5% 5%

CLOUDY LIME
20%

COLA
ORANGE 60%
10%

Findings:-

60% people prefer to take cola (coke, Pepsi, thums-up), where as

20% people prefer to take cloudy lime (limca, m.lemon), where as
10% people prefer to take orange flavor (m. orange, fanta), where as
5% people only prefer to take mango and clear lime flavor.

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 WHY DO YOU LIKE IT?

70

70
60
50
40
30 15 15
20
10
0

BECAUSE OF TASTE BECAUSE OF SPECIAL AD

BECAUSE OF CELEBRITY

Findings:-
70% people say they prefer any brand because of taste,
30% people say they like the brand because of the favorite celebrity
and a special advertisement.

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 WHICH AD IS BETTER?

13%

52%
35%

PEPSI COKE CANT'SAY

Findings:-
52% people say that Pepsi advertising is better than the coke
advertisement. Whereas 35% say that coke ad is better, where as 13%
say there is very confusion because both are best.

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 HAVE YOU TRIED DEW OR SPRITE?
40

40
24
30 20
16
20

10

0
ONLY ONLY BOTH NO ANY
DEW SPRITE

Series1

Findings:-
24% people say that they tried only dew, where as
20% people say that they tried only sprite, where as
40% people say that they tried both, where as
16% people say that they haven’t tried both.

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 IN B OTH TH E B R AN D WH IC H ON E IS
B E ST IN TAS TE ?

S P RITE
40%
DE W
60%

DE W S P RITE

FINDINGS:-
This Question Is Asked By, Who Have Tried Both, And 60%
Response In Favor Of Dew Whereas 40% Response Come In
Favor Of Sprite.

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 FINDINGS BASED ON RESPONSE OF RETAILERS

WHICH PRODUCTS IS HIGHLY

DEMANDED?

PEPSI
40%

COKE
60%

PEPSI COKE

FINDINGS:-
60 % retailer say coke is highly demanded by consumer. Whereas
40% say Pepsi is highly demanded by consumer.

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 DO YOU SALE M.DEW OR SPRITE?

35%
45%

20%

ONLY DEW ONLY SPRITE BOTH

FINDINGS:-
45% retailers sell both the product, whereas, 35% sell only dew,
where as 20% sell only the sprite.

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 WHICH BRAND IS HIGHLY
DEMANDED?

40%

60%

M.DEW SPRITE

FINDINGS:-
Around 60% retailers say that dew is more preferable to
consumer, so it’s highly demanded, whereas 40% retailers
say that sprite is highly demanded by consumer.

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 WHICH COMPANY IS MORE
SATISFIED IN DELIVERY SYSTEM?

15%

40%

45%

PEPSI COKE NO ANY

FINDINGS:- 45% retailers say that coca-cola company is more better in

delivery system, where as 40% in favor of Pepsi company,
whereas 15% retailers are not satisfied by both the company
in term of delivery system.

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 WHICH COMPANY IS MORE
SATISFIED IN RELATIONSHIP?

15%
40%

45%

PEPSI COKE NO ANY

RELATIONSHIPS MEAN “A RELATION BETWEEN THE COMPANY

AND RETAILER.”

FINDINGS:-
45% retailer says that coke has a better relation ship with us. where
as 40% in favor of Pepsi and 15% in no any.

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 WHICH COMPANY IS BETTER IN
PROBLEM SHOOTING?

15%
35%

50%

PEPSI COKE NO ANY

FINDINGS:-
50% RETAILER SAY THAT COKE COMPANY IS MORE
FAST THAN PEPSI IN SHOOTING OF OUR PROBLEM
RELATED TO THE MAINTENANCE OF VISI-COOLER OR
FREEZE OR IN DELIVERY OF PRODUCTS.

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 WHICH COMPANY IS GIVING
PROPER SCHEME?

NO ANY
10%

PEPSI
35%

COKE
55%

PEPSI COKE NO ANY

FINDINGS:-
55% RETAILERS SAY THAT COKE IS BETTER THAN
PEPSI IN DISTRIBUTING THE SCHEMES.WHERE AS 35%
IN FAVOR OF PEPSI, WHERE AS 10% SAY BOTH ARE
NOT GIVING THE PROPER SCHEMES.

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 LIMITATION

During research certain limitation came in many ways, which are below-

• Time

Two months are not sufficient to cover the various aspect outlined in the study.
Because the area of research was wide and span of time was very short. So it
was not possible to go deep in the study. Meticulous and diligent effort has been
taken to discuss the main topic in detail.

• Money

Personal survey method is highly expensive method as well as time consuming.

Being a student it is not possible to spend much money in research because
institution also deprives me from stipend.

• Transcription errors

They also pertinent in doing the research work.

• Secrecy

It has to be mentioned in case of official data. So it is difficult to get relevant

data from the office. Coca-Cola Office In North Delhi gave me information
what ever they could in approximation.

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 Non Response Error
During survey we found some people (outlets owner & distributor) refused in
answering first of all, because they had no interest in

Such sort of work what consumed their precious time or some other reason. But
after being convinced or motivated by us they ready to give the answer.

Others

• The Sample Size Of Retailers And Consumers Was Small.

• The respondents may be based on influenced by some other factors.
• A Numbers Of Retailers Being Illiterate, It Took Us Lot Of Time
Collecting The Information.

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 SWOT ANALYSIS

STRENGTH

1. Good brand image.

2. Good quality of flavor.
3. Customer’s satisfaction on Coca-Cola Company.
4. Well trained customer executive.

WEAKNESS

1. Low time of expiry date.

2. Less grievance handling.
3. Improper allocation of schemes.
4. Less personal contact of high officials with shop keepers.

OPPORTUNITY

1. High growth rate of cold drinks market.

2. Hotels, restaurants, parks can have good consumption of flavours.
3. Nursing home offering flooding for patients can have good consumption of
mineral water.
4. Major outlets should arrange some schemes for parties, marriage and
festivals.

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5. Good and tasty flavours for healthy body.

THREATS

1. Not very good arrangement as compared to others.

2. Competitors are giving good schemes.

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 CONCLUSIONS

• Service aspect of agencies is very effective, they deliver their product

according to the demand a just in time.

• After conducting the field market survey of retailer in Delhi city, I analyze
that coca cola brands are dominating over Pepsi.

• Around 65% of total consumption in a year consumed in summer (April to

July) season.

• After analyzing the market and calculate the weight age. The result comes
out that coca-cola is no 1 brand.

• The analysis several that minimum discount or schemes are available on

coke compare to Pepsi.

• Consumers do have a demand for 200ml, 300ml bottle and 2 liter.

• Retailers have problem in advertisement material.

• Retailers have complaint regarding the plastic bottle that better quality pet
bottle should be used.

• Consumers are satisfied with the quality of coca-cola products.

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• The market share of maaza has good market in Delhi.

• Coke found to have good market coverage in Delhi.

• Its brand limca, fanta, maaza, sprite, thumps-up too hold a good grip over
the market in comparison to main competitor products m. lemon, m.orange ,
slice, m.dew, Pepsi.

• Retailers have a demand of some extra quantity and free gifts.

• Most of the consumers considered RGB bottles as the best package.

• Cola product is highly demanded by consumers.

• Dew is leading over the sprite.

• Taste of dew is better the taste of sprite.

• Only 25% of the consumers retain with the brand.

• Of course Pepsi advertisement is more preferable by consumers.

• Advertisement is not a very major factor in consumption of the soft drinks.

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• Chilled bottles influence the consumer to change the preference, so it’s a
major factor.

• Taste and availability of stock is the major factor.

• Coke Company is better than Pepsi in distribution system or in problem

shooting regarding the maintenance of freeze or cooling equipments.

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 RECOMMENDATIONS

SOME RECOMMENDATIONS FOR MAKING THE TRADE

PROFITABLE FOR THE COMPANY ARE AS MENTIONED BELOW:

• The survey explicitly several that the company should provide some more
schemes and incentives mainly in seasons to retailers if they achieve target.

• The company should be improving poor claim statement.

• Pouches, foreign particles were found in few bottles so proper quality control
measures should be implemented as companies’ reputations are at stake.

• Company should try to make monopolists fat dealers it necessary because

them they will be forced to sale the coca-cola product even if the company
isn’t providing any further discount scheme.

• Today in the situation of day-by-day competitions. Coca-cola should because

widely awake and alert to maintain its present market share and should devise
fresh situation and program to enhance its sales.

• That time many companies are entering the soft drink segment so company
should are more attraction on display schemes no of holding should be
increased and more change should be provide as Pepsi ahead of coca-cola in
providing these above in north-Delhi.

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 OTHERS:

• School students, collages, canteens, cinema hall should be targeted.

• Taste of sprite should be improved.

• In promotions of sales of sprite the company should provides different

schemes with the sprite like(collection of crown and get attractive prize or t-
shirts or cap.etc)
Advertisement must be improved and should show more appeal and targeted to youth
and children.

• A Company creates favorable impression among the youth if they sponsors

small events like collages festivals, university programs & school functions.

• The company should also organize some fashion shows; quiz programs etc
promote their sales.

• The company should ensure the timely product supply to the distributor and
the retailers it was seen that staff in general & flavor in particular remains in
short during the seasons.

• Better schemes & benefit should be providing to retailers because it is

retailers only who promote the product of company.

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• To argument the sale of kinley mineral water & soda the company must
provide some attractive free gifts & schemes.

• Quality of pet bottle should be improved so that most problems can be

minimized.

• Soft drink is still considered a treat virtually a luxury so it possible company

should cut down its price especially of cans.

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 BIBLIOGRAPHY

Marketing Management (Written by Philip kotler)

Principles of Marketing (Written by C.B .Gupta)

Research Methodology (Written by C.R.Kothari)

MAGAZINES

- Advertising Management

- Business India

- Business today

- Business World

WEBSITES

WWW.COCA-COLA.COM

www.Pepsico.com

www.coca-colaindia.com

www.softdrink.com

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QUESTNNAIRE (consumers)

Name: - Area:-

Que.1. which cola do you like?

A) Pepsi b) coke

Que.2. which flavors do you mostly like? (Rank it)

A) PEPSI b) COKE
Pepsi-cola coca-cola
Dew spirit
7’up coke-vanilla
Lemon mirinda limca
Orange mirinda fanta
Slice maaza
Diet diet
Thumps-up
Que.3. why do you like its?
a) Bcoz of test b) bcoz of special advertisement
c) Bcoz of your favorite celebrity (brand ambassador)

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Que.4. have you tried the dew/sprite? (Y/n)

Que.5. which one is best in taste?

a) Dew b) sprite

Que.6. what you want to improve in sprite?

Que.7. which company advertisement do you like most?
a) Pepsi b) coke

Que.8. which advertisement is your favorite?

----------------------------------------------------------------------------

Que.9. Do good advertisement makes your change preference? (Y/N)

Que.10. how? ---------------------------------------------------------------------

Que.11. do you take any dish with particular flavor? (Y/N/NOT

NECESSARY))

Que.12. Does your choice of flavor depends on the dish you take? (Y/N)

Que.13. what’s your combination of dish & flavor? (Specify it)

---------------------------------------------------------------------------------------

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 Que.14. If any problem/complain? -----------------------------------------------------

Que.15. if any suggestion? --------------------------------------------------------------

QUESTIONNAIRE (retailers)

Area: Name of outlet:-

Contact person in outlet:-
Que.1. Types of Status

a) Pepsi monopoly b)coca-cola monopoly c)Mix

Que.2. How much consumption in crates?

a)pepsi ‘flavour……….. b)coke’flavour………………

Que.3. Which product is highly demanded by consumer?

a)pepsi b)coca cola

Que4. Infrastructure of csd in canteen:-

Pepsi Coca-cola
Empty
Vision/Oyc
Icebox

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 Sinage

Que.5. Daily Average Sale:-

Pepsi Coca-cola Rate/bottle
200ml
300ml
500ml
2 litre
Water

Que.6. do you sell dew/sprite? Y/N

Que.7. which one is highly demanded by comsumers?

a)dew b)sprite

Que.8. if company provides any offer or schemes , will it be increase your sales
of the sprite?Y/N

Que.9. More satisfied by delivery system:-

a) Pepsi b) coca-cola

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Que.10.More satisfied by relationship:-
a)Pepsi b)coca-cola

Que.11. More helpful in problem shooting:-

a)pepsi b)coca-cola

Que.12. Proper execution in scheme:-

a)pepsi b)coca-cola

Que.13. Sales depend on:-

a)Availability of flavours b) Based on consumer demand

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