A

PROJECT REPORT

On
Market Survey To Find The Share Of
Coca-Cola
LUDHIANA BEVERAGES
PRIVATE LIMITED

IN PARTIAL FULFILMENT OF THE BACHELOR

PROGRAM IN BUSINESS ADMINISTRATION,
PUNJAB TECHNICAL UNIVERSITY,
JALANDHAR, PUNJAB.

Submitted To
Submitted by
Lect. Rajvinder Kaur
Faisal Noor
BBA 4th Sem.
8140732
0007

CT INSTITUTE OF MANAGEMENT AND INFORMATION TECHNOLOGY

MAQSUDAN CAMPUS,
JALANDHAR
Batch (2008-2011)

DECLARATION
I here declare that the survey entitled, Market survey to find the Share
of Coca
Cola in Jalandhar that no part of this work has been submitted for any
other
degree of any other University. I also undertake that my work is purely
academic and
no part has been copied or taken from anywhere.

Faisal Noor
(81407320007)

PREFACE
Todays competitive age, the person who gets the fastest information
and uses it, win. Information is very important resources just
like other physical resources such as men, material, machinery
and money. The right information provided to the right time can
choose right persons for the right job. Information plays a very
significant role in decision making to as it provides alternatives
from which a choice can be made.

MBA is the stone to

management carrier in order to achieve practical, positive and

course results the class rooms learning needs to be effectively
to the situation existing outside the class rooms.
In the present context not only the theoretical knowledge is important,
but the practical exposure of that theoretical knowledge has an
equal importance too. To tame or to become an expert in a
particular discipline a person needs practical doses of that
knowledge from time to time. So keeping this thing into view
and to get a practical exposure, I performed a training in Coca
Cola. By doing this I came to know about the Promotional
strategies being adopted by Coca Cola and the survey was done
by me to find the share of Coca Cola.

TABLE OF CONTENTS

S.NO

TOPICS

PAGES

5-14

Introduction to
FMCG Industry in
India
Company Profile
(Ludhiana
Beverages Private
Limited)

15-24

Objectives Of study

25

26-28

Research
Methodology
Data Interpretation

Findings

35-36

Limitations

37-38

Suggestions

39-40

Conclusion

41-42

10

Bibliography

43

11

Annexure

44-46

29-34

INTRODUCTIO
N
6

INTRODUCTION
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates
and syrups, used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain
retailers and fountain wholesalers. The Companys beverage product comprises
of bottled and canned soft drinks as well as concentrates, syrups and not-readyto-drink powder products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca-Cola Company began building its global network
in the 1920s. Now operating in more than 200 countries and producing nearly
400 brands, the Coca-Cola system has successfully applied a simple formula on a
global scale: Provide a moment of refreshment for a small amount of
money- a billion times a day.
The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the world.
More than anything, that system is dedicated to people working long and hard to
sell the products manufactured by the Company. This unique worldwide system
has made The Coca-Cola Company the worlds premier soft-drink enterprise.
From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any
other consumer product, has brought pleasure to thirsty consumers around the
globe. For more than 115 years, Coca-Cola has created a special moment of
pleasure for hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes

this by working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at managing their business
well with people who are strongly committed to the Company values and culture
and providing an appropriately controlled environment, to meet business goals
and objectives. The associates of this Company jointly take responsibility to
ensure compliance with the framework of policies and protect the Companys
assets and resources whilst limiting business risks.

THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods
(CPG) are products that have a quick turnover and relatively low cost. Consumers
generally put less thought into the purchase of FMCG than they do for other
products.
The Indian FMCG industry witnessed significant changes through the 1990s.
Many players had been facing severe problems on account of increased
competition from small and regional players and from slow growth across its
various product categories. As a result, most of the companies were forced to
revamp their product, marketing, distribution and customer service strategies to
strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry had
changed significantly. With the liberalization and growth of the Indian economy,
the Indian customer witnessed an increasing exposure to new domestic and
foreign products through different media, such as television and the Internet.
Apart from this, social changes such as increase in the number of nuclear
families and the growing number of working couples resulting in increased
spending power also contributed to the increase in the Indian consumers'

personal consumption. The realization of the customer's growing awareness and

the need to meet changing requirements and preferences on account of
changing lifestyles required the FMCG producing companies to formulate
customer-centric strategies. These changes had a positive impact, leading to the
rapid growth in the FMCG industry. Increased availability of retail space, rapid
urbanization, and qualified manpower also boosted the growth of the organized
retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service
formats of the FMCG industry by focusing on rural markets, direct distribution,
creating new product, distribution and service formats. The FMCG sector also
received a boost by government led initiatives in the 2003 budget such as the
setting up of excise free zones in various parts of the country that witnessed
firms moving away from outsourcing to manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they
generally sell in large numbers and so the cumulative profit on such products can
be large. Unlike some industries, such as automobiles, computers, and airlines,
FMCG does not suffer from mass

layoffs every time the economy starts to dip. A person may put off buying a car
but he will not put off having his dinner.
Unlike other economy sectors, FMCG share float in a steady manner irrespective
of global market dip, because they generally satisfy rather fundamental, as
opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9%
is the fourth largest sector in the Indian Economy and is worth Rs.93000 crores.
The main contributor, making up 32% of the sector, is the South Indian region. It
is predicted that in the year 2010, the FMCG sector will be worth Rs.143000
crores. The sector being one of the biggest sectors of the Indian Economy
provides up to 4 million jobs.
The FMCG sector consists of the following categories:

Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and
Toiletries, Deodorants and Perfumes, Paper products (Tissues, Diapers,
Sanitary products) and Shoe care; the major players being; Hindustan
Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and Procter &
Gamble.

Household Care- Fabric wash (Laundry soaps and synthetic detergents),

Household cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners,
Insecticides and Mosquito repellants, Metal polish and Furniture polish; the
major players being; Hindustan Lever Limited, Nirma and Ricket Colman.

Branded and Packaged foods and beverages- Health beverages, Soft

drinks, Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack
foods, Chocolates, Ice-creams, Tea, Coffee, Processed fruits, Processed
vegetables, Processed meat, Branded flour, Bottled water, Branded rice,
Branded sugar, Juices; the major players being; Hindustan Lever Limited,
Nestle, Coca-Cola, Cadbury, Pepsi and Dabur

Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and
UB

BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry,
in which the players constantly innovate, in order to come up with better
products to gain more consumers and satisfy the existing consumers.

10

BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

Cola

Non-Carbonated

Non-Cola

Non-Cola

FIGURE 1: BEVERAGE INDUSTRY IN INDIA

THE COCA-COLA COMPANY

HISTORY
John Syth Pemberton, a pharmacist, first introduced Coca-Cola in the year 1886
in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged
brass kettle in his backyard. He first distributed the product by carrying it in a
jug down the street to Jacobs Pharmacy and customers bought the drink for five
cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed
delicious and refreshing, a theme that continues to echo today wherever CocaCola is enjoyed.
Dr. Pembertons partner and bookkeeper, Frank M. Robinson, suggested the
name and penned Coca-Cola in the unique flowing script that is famous
worldwide even today. He suggested, The two Cs would look well in advertising.
The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal,
inviting thirsty citizens to try the new and popular soda fountain drink. Handpainted oil cloth signs reading Coca-Cola appeared on store awnings, with the

11

suggestions Drink added to inform passersby that the new beverage was for
soda fountain refreshment.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red
has been a distinctive color associated with the soft drink ever since. For his
efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr.
Pemberton never realized the potential of the beverage he created. He gradually
sold portions of his business to various partners and, just prior to his death in
1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an entrepreneur
from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights
and acquire complete ownership and control of the Coca-Cola business. Within
four years, his merchandising flair had helped expand consumption of Coca-Cola
to every state and territory after which he liquidated his pharmaceutical business
and focused his full attention on the soft drink. With his brother, John S. Candler,
John Pembertons former partner Frank Robinson and two other associates, Mr.
Candler formed a Georgia corporation named the Coca-Cola Company. The
trademark Coca-Cola, used in the marketplace since 1886, was registered in
the United States Patent Office on January 31, 1893.

The business continued to grow, and in 1894, the first syrup manufacturing plant
outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago,
Illinois, and Los Angeles, California, the following year. In 1895, three years after
The Coca-Cola Companys incorporation, Mr. Candler announced in his annual
report to share owners that Coca-Cola is now drunk in every state and territory
in the United States.
As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A
new building erected in 1898 was the first headquarters building devoted
exclusively to the production of syrup and the management of the business. In
the year 1919, the Coca-Cola Company was sold to a group of investors for $25
million. Robert W. Woodruff became the President of the Company in the year
1923 and his more than sixty years of leadership took the business to
unsurpassed heights of commercial success, making Coca-Cola one of the most
recognized and valued brands around the world.

12

MANIFESTO FOR GROWTH

VALUES
Coca-Cola is guided by shared values that both the employees as individuals and
the Company will live by; the values being:

13

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

QUALITY: What we do, we do well

MISSION

To Refresh the World... In body, mind, and spirit

To Inspire Moments of Optimism... Through our brands and our actions

To Create Value and Make a Difference... Everywhere we engage.

VISION FOR SUSTAINABLE GROWTH

PROFIT: Maximizing return to shareowners while being mindful of our

overall responsibilities.

14

PEOPLE: Being a great place to work where people are inspired to be the
best they can be.

PORTFOLIO: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples Desires and needs.

PARTNERS: Nurturing a winning network of partners and building mutual

loyalty.

PLANET: Being a responsible global citizen that makes a difference.

Use of Stimulants in Formula

When launched Coca-Cola's two key ingredients were cocaine (benzoylmethyl
ecgonine) and caffeine. The cocaine was derived from the coca leaf and the
caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was
replaced with a "C" for marketing purposes).
Coca Cocaine
Kola nuts Caffeine

Formula
The exact formula of Coca-Cola is a famous trade secret. The original copy of the
formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust
Company, was the underwriter for the Coca-Cola Company's initial public offering
in 1919. A popular myth states that only two executives have access to the
formula, with each executive having only half the formula. The truth is that while
Coca-Cola does have a rule restricting access to only two executives, each knows
the entire formula and others, in addition to the prescribed duo, have known the
formulation process.

15

Franchised Production Model

The actual production and distribution of Coca-Cola follows a franchising model.
The Coca-Cola Company only produces a syrup concentrate, which it sells to
bottlers throughout the world who hold Coca-Cola franchises for one or more
geographical areas. The bottlers produce the final drink by mixing the syrup with
filtered water and sweeteners and then carbonate it before putting it in cans and
bottles, which the bottlers then sell and distribute to retail stores, vending
machines, restaurants and food service distributors. Independent bottlers are
allowed to sweeten the drink according to local tastes.

16

COMPANY
PROFILE

LUDHIANA BEVERAGES PRIVATE LIMITED (LBPL)

ABOUT THE COMPANY
Coca Cola entered India during 1970s. In 1977, the Janata Party, the then ruling
party in India made it mandatory for foreign firms in the consumer sector to
divest a majority stake in favour of Indian Partners. Rather than dilute is stake,
Coca Cola India opted to close down its operation in India and exited the market
in 1977. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap
of 16 years, with its launch in Agra. An agreement with the Parle Group gave the
Company instant ownership of the top soft drink brands of the nation. With
access to 53 of Parleys plants and a well set bottling network, an excellent base
for rapid introduction of the Companys International brands was formed. The

17

Coca-Cola Company acquired soft drink brands like Thumps Up, Gold spot, Limca,
Maaza, which were floated by Parle, as these products had achieved a strong
consumer base and formed a strong brand image in Indian market during the reentry of Coca-Cola in 1993.Thus these products became a part of range of
products of the Coca-Cola Company.
Ludhiana Beverage Private Limited previously known as Ludhiana
Bottling Company was established in 1966 in Textile colony Ludhiana
by joint efforts of Mr. Kailash Goenka and Mr. Radhey Shyam Poder. This
plant was the first franchise of Parle in Punjab. The plant started its
with a 66 BPM funky line with a single prime product Gold Spot. The
annual production was only 3.35 lacks cases. Sales were 2.7 lacks cases
and turnover was 27 lacks. Distribution was done with the help of 8
vehicles (6 three wheelers and 2 trucks).
The plant shifted to its new venue 185 GT Road, Ludhiana in 1972 with the
introduction of the new machinery (CEM) From America. Production capacity was
increased to 132 BPM. In 1973, Limca and in 1977 Thums Up were introduced
with the exit of Coke from India. In 1988, Maaza was introduced. Yearly
production was increased to 7 lacks cases and sales to 6.5 lacks cases. 12 more
vehicles were added for distribution with a total of 20 vehicles (14 three wheelers
and 6 trucks).
Ludhiana Bottling Company got the Gold medal for best quality in India and silver
medal in sales.

In 1994, the legend and soft drink giant Coca Cola took over parley and Ludhiana
beverages Limited is the third franchise of Coca Cola in Punjab. With the
introduction of new technology in plant and implementing policies of Coca Cola
system and Ludhiana Beverages Limited have come a long way in proving a
name for itself. It has 600 BPM aerated line. Production is 4.3 million years with
30000 cases per day during peak season. Sales are 4.2 million cases with a
turnover of 50 crores.
It is graded number 1 plant by Coca Cola India, which is utilizing its resources to
its maximum with minimum wastage.

18

Think local, act local, is the mantra that Coca-Cola follows, with punch lines like
Life ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural India.
This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in
urban India. Between 2001 and 2003, the per capita consumption of cold drinks
doubled due to the launch of the new packaging of 200 ml returnable glass
bottles which were made available at a price of Rs.5 per bottle. This new market
accounted for over 80% of Indias new Coca-Cola drinkers. At Coca-Cola, they
have a long standing belief that everyone who touches their business should
benefit, thereby inducing them to uphold these values, enabling the Company to
achieve success, recognition and loyalty worldwide.
As of 2008,Coca Cola is the leading beverage industry and has 24 bottling
operations of its own and 25 bottling operations owned by its franchisees.

MANIFESTO FOR GROWTH

VISION FOR SUSTAINABLE GROWTH

To provide exceptional strategic leadership in the Coca-Cola India Systemresulting in consumer and customer preference and loyalty, through Coca-Colas

19

commitment to them, and in a highly profitable Coca-Cola Corporate branded

beverages system.

MISSION
To create consumer products, services and communications, customer service
and bottling system strategies, 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 grow profits in volumes

Bottlers as a 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 team work, flexible
business system and continuous improvement

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

development.

QUALITY POLICY
To ensure customer delight, we commit to quality in our thoughts, deeds and
actions by continually improving our processesEvery time.

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN LBPL:

Chairman &
Managing Director

20

CEO

Vice President
Production

Sr. Vice President

(Sales & Marketing)

Vice President
(Sales &
Marketing)

General Manager

General Manager
(Marketing)

Sale Manager

Channel Executive

Asst. Sale Manager

Market Developer

Field Executive

Salesman

MANUFACTURING PROCESS AT LBPL

21

FIGURE 3: MANUFACTURING PROCESS

The manufacturing of the products of Coca-Cola involves the following steps:

Water is received and it passes through the water treatment plant, further
passing through the sand filter and the activated carbon filter, so as to
attain pure cleansed water.

In the syrup room, the concentrate received is blended with the sugar
syrup.

Once both the water and the final syrup are ready, they are both mixed
together and sent to the carbonator section where Carbon Dioxide is
added to the mixture to form the final product.

On the other hand, simultaneously, the returnable glass bottles are

depalletized, inspected and washed for the purpose of filling in the final
product in it.

22

This step does not take place in the PET bottle line as the bottles once used are
disposed.

The product is finally filled in the bottles, crowned (in case of RGB)/
capped (in case of PET bottles), labeled and cased in order to be sent into
the warehouse for distribution.

DISTRIBUTION NETWORK
LBPL has a wide and well-managed network of salesmen appointed for taking up
the responsibility of distribution of products to diverse parts of the cities. The
distribution channels are constructed in such a way that the demand of
customers is fulfilled at the right place and the right time when it is needed by
them.
A typical distribution chain at LBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution
Warehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different
routes, and every salesman is assigned to one particular route, which is to be
followed by him on a daily basis. A detailed and well-organized distribution
system contributes to the efficiency of the salesmen. It also leads to low costs,
higher sales and higher efficiency thereby leading to higher profits to the firm.

DISTRIBUTION ROUTES
The various routes formulated by LBPL for distribution of products are as follows:

Key Accounts: The customers in this category collectively contribute a

large chunk of the total sales of the Company. It basically consists of
organizations that buy large quantities of a product in one single
transaction. The Company provides goods to these customers on credit,

23

payments being made by them after a certain period of time i.e. either a
month of half a month.
Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

Future Consumption: This route consists of outlets of Coca-Cola

products, wherein a considerable amount of stock is kept in order to use
for future consumption. The stock does not exhaust within a day or two,
instead as and when required stocks are stacked up by them so as to
avoid shortage or non- availability of the product.
Examples: Departmental stores, Super markets etc.

Immediate Consumption: The outlets in this route are those which

require stocks on a daily basis. The stocks of products in these outlets
are not stored for future use instead, are exhausted on the same day
and might run a little into the next day i.e. the products are consumed at
a fast pace.
Examples: Small sized bars and restaurants, educational institutions

etc.

General: Under this route, all the outlets that come in a particular area
or an area along with its neighboring areas are catered to. The
consumption period is not taken into consideration in this particular
route.

DISTRIBUTION SYSTEM

Direct distribution: In direct distribution, the bottling unit or the bottler

partner has direct control over the activities of sales, delivery, and
merchandising and local account management at the store level.

Indirect distribution: In indirect distribution, an organization which is

not part of the Coca-Cola system has control on one or more of the
distribution elements (Sales, delivery, merchandising and local account
management)

24

PRODUCTS
The Coca-Cola Company offers a wide range of products to the customers
including beverages, fruit juices and bottled mineral water. The Company is
always looking to innovate and come up with, either complete new products or
new ways to bottle or pack the existing drinks. The Coca-Cola Company has a
wide range of products out of which the following products are marketed by LBPL:

In the Cola Section:

In the Lemon section:

In the Orange section:

25

In the Juice section:

In the Soda Water and Bottled Mineral Water section:

PACKAGING DETAILS

Coca-Cola, Thums Up, Fanta, Limca and Sprite:

330 ml can, 200 ml and 300 ml Returnable glass
bottles; 500 ml, 1.25 litre, 1.5 litre and 2 litre PET bottles.

Diet Coke: 330 ml can and 500 ml PET bottle

Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and
1litre+200 ml PET bottles and the newly introduced 200 ml Tetra Pack

Minute Maid Pulpy Orange: 400 ml, 1 litre PET bottles and 200ml Tetra
pack

Kinley Mineral Water: 750 ml PET bottles

26

Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free

and 1.5 litre PET bottles.

PROJECT
MARKET SURVEY TO FIND THE SHARE OF COCA COLA
OBJECTIVE OF STUDY
Consumption of soft drinks has increased tremendously in India. Every age group
likes it, and has now become a necessary household item. In field of marketing
the company conducts many surveys from time to time. This feedback is
necessary for any organization.
The main objective of the study lies in understanding the organization structure
and studying and understanding the consumers perception, opinion and to find
out the percentage share of Coca Cola in the market. To understand the various
marketing strategies being implemented in order to give the product the required
marketing push and to recognize the prospective consumers and their opinion in
order to develop and market the product in a better way in the near future. The
findings of the activity have been drawn out in form of graphs and suggestions
have been offered there from.
To understand the organization structure.
To know about the various marketing strategies being implemented.
To know the major player and their respective share in the market.
To ensure the availability of the product in the market.
To study the distribution network.

27

RESEARCH
METHODOLO
GY

28

RESEARCH
Research is a movement from unknown to known. It is actually a
voyage of discovery. Research may be defined asSystematized effort to gain any branch of knowledge.
In simple words the search for knowledge through objective and
systematic method of finding solution to a problem is research.

RESEARCH METHODOLOGY
Research methodology is a careful investigation or inquiry in a
systematic method and finding solution to problem in a research. It
comprises of defining and redefining problems, formulating hypothesis
or suggested solutions, collecting and evaluating data, making
deductions and reaching conclusions and at last carefully testing the
conclusion to determine whether they fit us formulating hypothesis.

Research Sample Unit

Sample unit refers to the geographical area in which the
research is carried out. My research covering area of
Jalandhar city.
Research Sample Size
My sample size is 200 persons.
DATA SOURCE
For completing these project two types of data were taken
into consideration i.e. primary data and secondary data.
PRIMARY DATA
29

In order to conduct any kind of research we always need data. Data

can always be in two forms:

The data which is not present in records and publication as well as

researchers have to gather a fresh data from the study conducted by
him is called primary data.
The primary data used for the research is collected by-

Questionnaire Method
This is the method of data collection in which the data is collected with
the help of questionnaire. A questionnaire consist of number of
questions, used to given to the respondents who write down their
replies in the space provided for that. The questionnaires are mainly
consisting of choice or close ended, but few open- ended questions are
also asked.

TYPE OF SAMPLING: CONVENIENCE SAMPLING

SECONDARY DATA
The secondary data is that which is already collected by
somebody else. This is available on different sources like
newspapers, Internet etc.

30

DATA ANALYSIS
AND
INTERPRETATIO
N

31

DATA INTERPRETATION
1. Decision maker age group of retailers (in years).
Sr.No.

Age group (in years)

Percentage

1.
2.
3.
4.

20-30
30-40
40-50
50 & above

(%)
24
37
29
10

Interpretation
24% decision maker belongs to 20-30 age group
37% decision maker belongs to 30-40 age group
29% decision maker belong to 40-50 age groups and
10% decision maker belongs to 50 & above age group.

32

2. Percentage of the channel (store) where Coke is supplied.

Sr.No.
1.
2.
3.
4.

Channel
Grocery
Convenience
E&D-1
E&D-2

Percentage (%)
8
63
15
14

Interpretation
Convenience store accounts for high channel percentage i.e. 63%.

E&D-1 stores have a percentage of 15%.

E&D-2 stores have a percentage of 14%.

Grocery stores have a percentage of 8%.

33

3. Percentage of category of outlets on the basis of volume.

Sr.No.
1.
2.
3.

Category(outlet)
Silver
Gold
Diamond

Percentage
51
30
19

Categorization of outlets is done on the basis of volume i.e. the

number of cases sold in a year.

Interpretation
Silver category outlets are those, which are involved in selling
200-499 cases a year. Silver category outlets bagged the highest
percentage of 51%.

Gold outlets bagged a percentage of 30%. Gold category outlets

are involved in selling 500-799 cases a year.

Diamond category outlets bagged 19%. Diamond category

outlets are involved in selling more than 800 cases a year.

34

4. Percentage of status of SGA type installed in the market.

Sr.No.
1.
2.
3.
4.
5.
6.

SGA Type
4 Caser
7 Caser
9 Caser
11 Caser
13 Caser
Other

Percentage (%)
8
54
13
0
1
24

Coca Cola uses various promotion strategies to enhance the interest of the
retailers.
SGA (Sales Generating Asset) is one of the promotion techniques used to
enhance the interest of the retailers.

Interpretation

In market, SGA Type 7 Caser holds maximum majority of 54%.

SGA Type 13 Caser holds 1%.

5. Percentage of promotion tools used in the market.

Sr.No.
1.
2.
3.
4.

Promotion Tool
35
Signage
Warm Display Rack
Shelf Display
Outside Crates

Percentage (%)
17
15
30
38

Various promotion techniques being used by Coca Cola company in order to

increase their sales and volume of profit. When we enter any outlet in the
front the name of outlet is best described. This is being done with the help of
Signage. Warm Display racks are used to advertise products in a better
manner. Shelf display being used to know the consumers about the various
products.

Interpretation
Outside crates holds a majority of market share i.e. 38%
Shelf display holds a market share of 30%
Signage holds a market share of 17%.

36

FINDINGS

FINDINGS
Coke products are having a highest percentage of market shares.
Coke products are the most demanding in the market. Coke

37

products are having a percentage of 79% followed by Pepsi

products having a percentage of 19%.
Coke products account for 15% of the average daily income of the
retailer.
Retailers are totally satisfied with the distribution channel of the
company having a percentage of 60%.
Customer visits the market most in the time slab of 4 pm-6 pm
having a percentage of 38%.
Outside

crates

form

the

highest

percentage

of

promotional

techniques to promote the product followed by shelf display having

a percentage of 30%.
64% SGAs are pure in the market.
Silver category outlet bagged the highest percentage of 51%.
74% accounts for the prime position of SGA in the market.

38

LIMITATIONS

39

LIMITATIONS OF THE STUDY

The sample size of the project is 200 retailers and the study was
limited to Jalandhar city only.

The retailers are selected at random without any consideration.

The project has been based on the information provided to me by

the retailers and all the analysis and interpretation has been
done on its basis.

The survey was done with the help of questionnaire method.

The findings of the survey may not be the representative of the

market as it is limited in its scope.

40

SUGGESTION
S

41

SUGGESTIONS
The prices of can are very high according to customers; the prices
should be reduced in order to cater the lower segment of
customers.
The imported cans are quite high in number in the market.
Therefore various strategies to be implemented to increase the
availability of cans in the market.
Schemes are to be provided by the company from time to time in
supermarket to enhance the sales. Example: - On buy of 2-ltr coke
you will get a discount of Rs.5.
More attention is to be paid by the company to the complaint of
retailers.
Availability of Kinley water is there in the market but it is quite less
in comparison to Bisleri, Aquafina and other local brands. Therefore
company should provide such schemes to enhance the sales.
During off-season, the company should provide additional schemes
to enhance the sales and increase their volume of profits.
During peak season, the company should ensure that there should
be smooth supply of coke products in the market.
The company should take care of supply of all the flavors in all the
pack sizes.

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 FIFO strategy is being adopted by the company. The product first

manufactured should be placed first in the market.

CONCLUSION

43

Conclusion
Consumption of soft drinks has increased tremendously in India. Every age group
likes it, and has now become a necessary household item. In field of marketing
the company conducts many surveys from time to time. This feedback is
necessary for any organization.

In Jalandhar market, 79% of the people prefer Coca Cola company

product. There is a monopoly of Coca Cola products in the market. The
demand of 300ml pack is very high.
In a nutshell, company should aim at satisfying the consumers to attain a
bigger market as well as to survive in the competitive market.

44

BIBLIOGRAPHY

http://www.cybernoon.com

Case Folio: Coca-Cola, PepsiCo and the Indian Soft Drink Beverage
Market (Sep. 2009)

http://news.bbc.co.uk

http://www.thecoca-colacompany.com

http://www.coca-cola.com

http://www.ko.com

http://www.hoovers.com

http://www.google.com

http://www.wikipedia.org

45

ANNEXURES
QUESTIONNAIRE
(Information provided by you will be kept confidential and use for research purpose only)

Name Of Outlet _______________________________ Gender (M/F) ____________

Address______________________________ Age _____________________________
____________________________________ Occupation ________________________
Contact No. __________________________
1. DECISION MAKER AGE GROUP (in years): -

a.

20-30

b. 30-40
c. 40-50
2. WHAT IS THE CHANNEL/TYPE?
a. GROCERY
b. CONVENIENCE
c. E&D-1
d. E&D-2
3. Percentage of category of outlets on the basis of volume
a. SILVER
b. DIAMOND
c. GOLD
4. Status Of SGA Type installed in the market (in caser)

46

a. 4
b. 7
c. 9
d. 11
e. 13
f. OTHERS

5. What are the promotional tools used by the company in the

market?
a. Signage
b. Warm Display Rack
c. Shelf Display
d. Outside Crates

6. IS THE SGA PURE?

a. YES
b. NO
7. IS SGA AT PRIME POSITION OR NOT?
a. YES
b. NO
8. WHICH CATEGORY OF THE SOFT DRINK PRODUCTS YOU KEEP IN
YOUR SHOP (IN CRATES)?

PRODUCT

COKE

PEPSI

RGB
MOBILE
PET
WATER
JUICE
CAN

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BISLERI

FRUITY

SODA
Total
Percentage

9. AT WHAT TIME PER DAY VEHICLE REACHES?

a. 8AM-10AM
b. 10AM-12PM
c. 12-2PM
d. 2PM-4PM
e. 4PM-6PM.
10. WHAT IS THE PEAK TIME OF CONSUMER VISIT?
a. 7-9 AM
b. 9-11AM
c. 11 AM-1 PM
d. 2-4 PM
e. 4-7 PM
11. WHAT IS YOUR DAILY TURNOVER? WHAT IS COCA-COLA
CONTRIBUTION TO THAT? ________________________________________________
12. ARE YOU SATISFIED WITH DISTRIBUTION CHANNEL OF THE
COMPANY?
a. TOTALLY SATISFIED
b. SATISFIED
c. DISSATISFIED
d. SOMEWHAT SATISFIED

48