ON

A STUDY ON DIFFERENT COLDDRINKS CONSUMED BY

CUSTOMERS

SUBMITTED IN WINTER PRPJECT OF MASTER IN BUSSINESS ADMINISTRATION

UNDER GUIDANCE OF:

SUBMITTED BY:

INTRODUCTION

INDEX
TITLE PAGE

PAGES NO.

AKNOWLEDGEMENT
MEANING OF PROJECT
INTRODUCTION
CHAPTER 1: INTRODUCTION1-8
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY

CHAPTER 2: PROFILES..9-12
HISTORY OF THE COMPANY
RECENT DEVELOPMENTS
CHAPTER 3: INDUSTRIAL PROFILE.13-20
SOFT DRINK INDUSTRY IN INDIA
COLA IN INDIA
VISION OF COLA IN INDIA
MISSION OF THE COLA IN INDIA

CHAPTER 4: PRODUCT PROFILE21-32

SOFT DRINK INDUSTRY IN INDIA
COCA-COLA IN INDIA
VISION OF COCA-COLA IN INDIA
MISSION OF THE COCA-COLA IN INDIA

CHAPTER5: THE COMPETITIVEAREA33-46

THE COMPETITIVE AREA AMONG COKE AND PEPSI
ADVERTISING
ADVERTISEMENTS TARGETED BY COKE
PROMOTION BY THE COMPANY

CHAPTER 6: MARKETING DEPATMENT47-50

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

CHAPTER 7: METHODOLOGY.51-59
RESEARCH METHODOLOGY
DATA ANALYSIS

CHAPTER 8: HYPOTHESIS60-66
TESTING OF HYPOTHESIS
SWOT ANALYSIS

CHAPTER 9:CONCLUSION..67-71
CONCLUSION
FINDINGS
SUGGESTION

CHAPTER 10: QUESTIONAIRE71-75

QUESTIONAIRE
DECELARATION
REFRENCES

PREFACE
The academic knowledge that we management student gather until and
unless is applied practically is to come useful aspects is of no use. It has been
the general phenomena of present business management world. It lays down
the stress on the proper implementation of the theoretical knowledge into the
real life practical aspects. Keeping in new this trend and to make ourselves
aware of real life facts, the student of management institutes College of
Science & Engineering Jhansi.
I found the project very interesting. By working on such a versatile project, I
was able to find out the various comparisons during the research of the project
THE

COMPARATIVE

CONSUMERS

STUDY

OF

VARIOUS

COLD

DRINKS

CONSUMED

BY

DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER PREFERENCE
TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master of
Business Administration, is my original work and the project report has not formed the basis for the
award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been
submitted to any other university or institution for the award of any degree or diploma.

Place:
Date

Dharmendra Pratap Singh

MBA-IV Sem
0714570021

ACKNOWLEDGEMENT

I am highly indebted to my project mentor Mr. Vikas Chaurasia & Mr. Nitin
Shivhare for their continuous support, supervision motivation and guidance
through out the tenure of my project in spite of her hectic schedule who truly
remained driving spirit in my project and her experience gave me the light in
handling research project and helped me in clarifying the abstruse concepts,
requiring knowledge and perception, handling critical situations and in
understanding the objective of my work.

I would also like to express my heartiest thanks to all the respondents who took
time for answering my questions.

Dharmendra Pratap singh

M.B.A. IV SEMESTER
0714570021
2007-2009

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 sensex 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.

CHAPTER - 1
INTRODUCTION

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY

The survey was conducted in JHANSI city in keeping following
objectives in view:
The survey was done to find out the present status of Thums Up,
Coca-Cola, Fanta, Limca & Maaza in the retail outlets.
To find the receptivity of the brand among the retailers and
consumers particularly of eating & drinking, grocery store, and
convenience shops.
To study the distribution and marketing strategy of thums up, cocacola, fanta, limca, and maaza- the major competitor in this category.
To find out available opportunities in the market by finding gaps in
competitors penetration.
To collect data about the retailers that can be used for activating new
channels and merchandising opportunities.

 To find out ways to increase the sales of the new launches in different
channels.
To determine the market share of different Cold Drinks Company.

SCOPE OF THE STUDY

Scope of the study for COLA companies, by this study, the company will
come to know: Through this study we can know about the growth of cold drinks.
This study will also help to us to know about the promotional
activities of cold drinks.
Through this study we will know about the availability of different
cold dinks in the market.
This study will also help us to know about the percentage of cold
drinks which are preferred by customer .

CHAPTER 2

HISTORY OF THE COMPANY

RECENT DEVELOPMENTS

HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit growth inspite
of the sign of relief heaved by the manufacture at the abrupt sensational
termination of coca cola monopoly the tastes of cola is by no means extinguished
the coca. Cola have a status symbol to it..., generated by the sub standard,
penetrated, advertising and extensive distribution network.
Total soft drink segment is growing at the rate of 10% per year still if
international standard area considered the per capita consumption of three
serving in rock bottom, less than even our neighbors Pakistan and Bangladesh,
where it is four more as much. So with kind of a market potential coke entered in
India in 1991 after the permissions of setting up Britico Food company to coke
was granted by the government in Pune in 1992 the plant was established for is
deducted then the bottle are taken out of the line and
Cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft
water the sugar syrup at the same time. Carbon dioxide is passed in the drink to
produce a fizz.
After the crowing of the bottle the crown contains the manufacturing data batch
number and Time.
In 1977 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 bestselling 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 Cokes previous domination of the

U.S. market to the point that the two had almost equal sales. In an attempt
to return 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 worlds 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
companys 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.

CHAPTER 3

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 consumers 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 90s
have brought changes in Government Policies of liberalization, which has

helped user in two huge American Multinational Pepsi-Cola international

and Coca-Cola.

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.

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.
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.

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 companys
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 access to Parles extensive 62 plant bottling
network and a base for the rapid introduction of the companys
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 COVA -COLA IN INDIA

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

MISSION OF THE COVA -COLA IN INDIA

Create consumer products, services and communications customers
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.
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 4

PRODUCT

PROFILE

OF

COLA

COMPANIES

CONSUMER CHOICE AT A GLANCE

DIFFERENT PLAYERS IN THE SOFT

DRINKS MARKET

MODUS OPERANDI

PRODUCT PROFILE OF COLA

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

1.COKE

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
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.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.

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

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

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

9.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.

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.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI
Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola
in the 1890s 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
Pepsis 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.

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 its
sales and operating profits from its 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. Its
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 hed guzzled, the right cola, made the smart choice (A-Ha!).
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.
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
DONT 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-colas 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.

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.

COKE IN INDIA
Despite the formidable track of its parent (Coca-Cola Company the $18
billion gaint, based in Atlanta U.S.), Coca-Cola Indias 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 Chauhans 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 worlds 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 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 goal is to have available within arms reach of desire. Nicholas once
said (Retd. C.E.O).
While Pepsi wants people to come to them, Coke plans to after
consumer.
Cokes objective in short run shall be converted Pepsi drinks, rather
than Thums Up drinkers to Coke.

CHAPTER 5

THE

COMPETITIVE

AREA

AMONG

COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS

TARGETED

COKE

PROMOTION BY THE COMPANY

BY

THE COMPETITIVE AREA AMONG COKE AND PEPSI

The soft drink market all over the world as been witnessing a neckto-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.
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 companys 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 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 its 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 other hand, 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, Dont 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 Thums Up 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 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.

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.Amir Khan & Ashwarya Rai (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.
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.

PROMOTION BY THE COLD DRINKS COMPANY

All advertisement expenditure is incurred by 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.

MARKETING

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

SOME

OTHER

TECHNIQUES

FOR

PROMOTION OF 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.
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.

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

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.

Olympic Commemorative Cans

Tokyo
1992

Barcelona
1996

Atlanta

2002

2004

2006

CHAPTER 6

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF

COMPANY

CRITERIA

FOR

PROVIDING

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

DEPARTMENT

FREE

Marketing is getting right goods and services at right time and right
place to right people at right price with right communication.
Today consumers have different measurements to buy above which
has a smaller self-life. The major market of soft drink is under the grab of
local distributions, which provides the innocent consumers all the sort of
connections.
G.M
Sales Manager

A.S.M

ASSO. S.M.

Area Team Leader

Executives

SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.
2. Effective Incentive Policy.
3. Quality.
4. Wide & Deep Distribution System.
5. Attractive packaging.
6. Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, Chairs
etc.) to retailers.
7. Decorating Retailers shop by display board, dealers 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

Whirlpool India Ltd.
Godrej G.E. Appliances Ltd.
Western Refrigeration Ltd.
Rockwel Industries Ltd.

All these industries are enlisted and approved by Cola Companies.

CHAPTER 7

RESEARCH METHODOLOGY

DATA ANALYSIS

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
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 Jhansi 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: 100 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.

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 JHANSI
LIKE:
1. SIPRI
2. SADAR MARKET
3. SHAHAR
4. ELIET

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION

OF JHANSI. TOTAL SURVEY OF 100 OUTLETS WAS CONDUCTED.

AREA WISE SALES OF COCA-COLA COMPANY

SALES

4327

SIPRI
9500

SADAR MARKET
SHAHAR
ELIET

4900

6720

SIZE OF VISI-COOLER IN 250 OUTLETS.

0%
4%
9%

17%
20C/S
9C/S
7C/S
4C/S

70%

IS PRE-SELLING GOOD OR THERE IS SOME GAP AT THE

DELIVERY TIME OF THE PRODUCTS?

20%

80%

GOOD.
SO SOME GAP.

HOW MUCH OUTLETS HAD THE VISIBILITY PRODUCTS?

250
200
150
100
50
0
BOARD

FLENGE

RACK

TABLE
TOP

105

36

30

90

145

214

220

160

LEADING BRAND OF THE COLA COMPANY ACCORDING

TO THEIR PREFERENCES.

7%

8%

THUMS UP

6%

COCA COLA
SPRITE
LIMCA

14%

63%

2%

FANTA
MAZZA

CHANNEL OF THE COLA COMPANY CONSIDERING

SURVEYED (100) OULETS.

E&D
5%
GROCERY
29%

CONV.
66%

OULETS BELONGS TO WHICH CLASS MADE BY THE

COMPANY?

19
92
83

DIAMOND
GOLD
SILVER
BRONZE

56

INCOME GROUP OF THE OUTLETS.

31%
HIGH
54%

15%

MEADIUM
LOW

MARKET SHARE OF COCA-COLA COMPANY COMPARING

WITH PEPSI COMPANY

PEPSI
29%
PEPSI
COKE
COKE
71%

DIVISION OF MARKET

20%
COKE
50%

PEPSI
0THERS

30%

OBSERVATION
1. I visited about 100 outlets out of which 20% gold, 40% considered
diamond & 40% considered silver outlets.

2. Out of 100 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.

CHAPTER 8

TESTING OF HYPOTHESIS

SWOT ANALYSIS

TESTING OF HYPOTHESIS
1) HYPOTHESIS
A. NULL HYPOTHESIS (HO): - THE COKE PRODUCTS
CONSUMPTION IS MORE THAN THE PEPSI PRODUCTS.

B. ALTERNATE HYPOTHESIS (H1): - THE COKE PRODUCT

CONSUMPTION IS NOT MORE THAN THE PEPSI PRODUCTS.

C. LET THE LEVEL OF SIGNIFICANCE IS (LOS) () =5% IN

TESTING THE HYPOTHESIS.SINCE THE TEST IS TWO TAILED
TEST, THE VALUE OF Z= 1.96

D. TEST FORMULA
P1-P2

Z=
PQ [1 + 1]
n1 n2

P=n1P1+n2P2/n1+n2
Q=(1-P)
WHERE,
P

TOTAL POPULATION PROPORTION OF COKE AND PEPSI.

P1

SAMPLE PROPORTION FOR COKE.

P2

SAMPLE PROPORTION FOR PEPSI.

n1

SAMPLE SIZE FOR COKE.

n2

SAMPLE SIZE FOR PEPSI.

*CALCULATED VALUE OF Z= 1.34 WHICH IS LESS THAN THE VALUE
CALCULATED FROM THE TABLE WHICH IS Z =1.96 HENCE NULL
HYPOTHESIS IS ACCEPTED.

CONCLUSION: - WITH THE HELP OF ABOVE TESTING WE CAN

SAY THAT THE DAILY AVERAGE CONSUMPTION OF THE COKE
PRODUCTS IS MORE THAN THE PEPSI PRODUCTS.

2) HYPOTHESIS
i. NULL HYPOTHESIS (HO): -MARKET SHARE OF COCA-COLA
COMPANY IS HIGHER THAN PEPSI COMPAMY.

ii. ALTERNATE HYPOTHESIS (H1): - MARKET SHARE OF COCACOLA COMPANY IS NOT HIGHER THAN PEPSI COMPAMY.

iii. LEVEL OF SIGNIFICANCE () = LET 5% BE THE LEVEL OF

SIGNIFICANCE AT, WHICH THE HYPOTHESIS IS TESTED.

iv. TEST FORMULA

P

Z=
P (1 P)
n

WHERE,
P=SAMPLE PROPORTION
P =POPULATION PROPORTION
n =SAMPLE SIZE

*CALCULATED VALUE IS LESS THAN VALUE CALCULATED FROM

THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS ACCEPTED.
CONCLUSION: - SHARE OF COKE COMPANY IS HIGHER THAN
PEPSI COMPANY.

3) HYPOTHESIS
a) NULL HYPOTHESIS (HO): - PRE-SELLING IS GOOD.
b) ALTERNATE HYPOTHESIS (H1): -PRE-SELLING IS NOT
GOOD.

c) LEVEL OF SIGNIFICANCE IS (LOS) () = LET 5% BE

THE LEVEL OF SIGNIFICANCE
HYPOTHESIS IS TESTED.

AT, WHICH

THE

d) TEST FORMULA
P

Z=
P (1 P)
n

WHERE,
P= SAMPLE PROPORTION.
P = POPULATION PROPORTION.
n = SAMPLE SIZE.

*CALCULATED VALUE (1.56) IS LESS THAN VALUE CALCULATED

FROM THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS
ACCEPTED.

CONCLUSION: - PRE-SALE CONCEPT OF COCA-COLA COMPANY

IS GOOD.

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 net
6. work.

WEAKNESS
1. Entire infrastructure needs a face-lift.
2. Unskilled labour.
3. Tight case policy.
4. Fear of retrenchment among the workers.

OPPORTUNITIES
1. Wide market.
2. Good rural market.
3. Direct distribution.

THREATS

1. Stiff competition.
2. Illegal distribution done by some distributors.
4. Changing of consumer preference.

CHAPTER 9

CONCLUSION

FINDINGS

SUGGESTION

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.

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 FLAVOUR 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 THE SUPPLY OF PEPSI IS BETTER THAN COCA-COLA.

 IN THE CASE OF THE MINERAL AQUAFINA IS SELLING MORE THAN

KINLEY.

I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE

COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE, AND
FANTA.

IN THE CASE OF THE SCHEME PEPSI IS PROVIDING MORE SCHEMES

THAN THE COCA-COLA.

SALES HAVE INCREASED AFTER LOCATING VISI COOLER OUTSIDE

OF OUTLET.

THE COMPANY NEW CONCEPT PRE-SALE GOT THE GOOD RESPONSE

MEANS THE CONCEPT OF PRE-SALE PREFERS BY THE RETAILERS.

ACCORDING TO THIS SURVEY IN 80% OUTLETS PRE-SALE

RESPONDED WELL WHILE IN 20% OUTLETS RESPONDS WAS LOW.

THE COMPANY HAS INTRODUCED A 1.25 LTR PACK FOR THE LOWER
CLASS FAMILY.

THE STORE IS CATEGORISED ON THE BASIS OF THEIR SALE, IT

MEANS DIAMOND, GOLD, SILVER.

RETAILERS DO NOT GET THE COMPANYS ACTUAL SCHEME.

SOME AGENCIES MAKE FAKE BILLS BY WHICH THEY TRY TO EARN
PROFIT WHILE IT IS ILLEGAL.

PRODUCTS ARE SOLD OUT OF ARES BY DISTRIBUTOR TO SAVE THE

SCHEMES.

IF RETAILERS COMPLAINTS REGARDING DISCOUNTING & TRADE

SCHEME THEN HE IS NOT RESPONDED PROPERLY.

 DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT

RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE,
DISCOUNTING & TRADE SCHEMES ARE EFFECTED.

THERE IS A COMMUNICATION GAP IN DISTRIBUTION CHANNEL SO

RETAILERS ARE NOT GETTING ADVANTAGES OF DISCOUNTING &
TRADE SCHME.

IN OFF SEASON WHEN SALE OF COKE PRODUCTS IS REDUCED IN

COMPARISON OF SEASON. THEN RETAILERS WANT MORE SCHEMES.

SUGGESTION
SUPPLY DISTRIBUTION SHOULD IMPROVE IN THE AREAS.
THE

COMPANY

SHOULD

WORK

OUT

IN

THEIR

COMPLAINES REGARDING TO THE VISI COOLER AND

STABLIZER.
COMPANY SHOULD GIVE PROPER SCHEMES TO THE
OUTLET.
THE REFRIGRATOR PURITY SHOULD HAVE THE PRIORITY.

 OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.
THE SALES EXECUTIVE SHOULD TRY TO AVOID MAKING
FALSE

COMMITMENTS

FOR

RELISING

SHORT TERM

GOALS.
NUMBER OF HOARDING SHOULD BE INCREASED.
FLORESCENT BOARD DISPLAYING LOCATION AND THEIR
DISTANCES ON ROAD SHOULD BE USED HAVING COCACOLA WRITTEN ON THEM.

CHAPTER 10

QUESTIONAIRE

DECELARATION

REFRENCES

QUESTIONNAIRE

1.NAME: ..
GENDER- MALE FEMALE
ADDRESS
OCCUPATION
PROFESSIONAL
BUSINESSMAN
SERVICE
STUDENT
ANY OTHER

2. AGE : 15-20
21-35
36-45
46-55
55 AND ABOVE
3. DO you drink coca cola?
Yes
No
4. Which cola drink do you prefer most?
COKE
PEPSI
7UP
SPRITE
FANTA
MAZA
THUMSUP

5. About Cola drink what do you like the most?

BRAND NAME
TASTE
EASY AVAILABILITY
PACKAGING
PRICE
BRAND AMBASSADOR
ANY OTHER
6. Have you seen any advertisement of ANY Cola drinks?
Yes

No

7. Advertisement of which Cola drinks do you remembers the most?

COKE
PEPSI
7 UP
SPRITE
FANTA

MAZZA
THUMSUP

8. What attracted you in the advertisement ?

CREATIVITY
BRAND AMBASSADOR
IDEA OF DELIVERING THE MESSAGE
FREQUENCY OF ADD
LOGICAL REASON
9. Have you decided to purchase any connection after watching the
advertisement?
Yes

No

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.