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Summer Project Report: Post Graduate Diploma in Management (PGDM)
Summer Project Report: Post Graduate Diploma in Management (PGDM)
ON
of
By
2009-2011
ACKNOWLEDGEMENT
I am very much thankful to the management of the Bharti AXA life insurance Company
Ltd. for giving me an opportunity to do this project as a part of my PGDM program. The
completion of this project is a successful and satisfactory out come of so many helping
hands. I think it proper to express my deep obligation to my advisers.
DECLARATION
This is to certify that the project report entitled “the process of recruitment and selection
of Life insurance agent” submitted for the degree ofPGDM for Chandigarh Business
School Landran Mohali is a bonafied research work carried by Surender Kumar Verma
student of Chandigarh Business School Landran Mohali.
This assistance and help received during the course of investigation have been fully
acknowledged.
Project Co-coordinator
Prateep soni
14. Bibliography / References
15. Questionaire
ACKNOWLEDGEMENT
After every success of student, there is successful teacher. When we look b back we can
always feel the pressure of our esteem teacher and supervision Ms. DIGAMBARY
SHARMA by our side. We are indebted to her for the painstaking guidance, innovative
ideas and constructive suggestions which have been a constant source of inspiration for
We shorts of words thank Mr. ATUL and Mr. HARPREET SINGH for their efforts to
bring this work into the present form .Our special thanks to Ms DIGAMBARY
SHARMA.
Words are too inapt to express our feeling about our encouraging parents and friends.
We bow our head of almighty for it is only by his grace that we could see new horizons
MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.
Chairman
Board of governors
Vice Presidents
MARKET SHARE:
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest
market share. This company controls about 59% of the world market.
(Table)
This shows that the market of the company is geographically vast and it is controlling it
with great success. In 2002, the company grew their carbonated soft-drink business by
nearly 250 million unit cases and generated record volumes. Because carbonated soft
drinks are the largest growth segment within the nonalcoholic ready-to-drink beverage
category measured by volume, that is why they are focusing more on this and they are
continually increasing the pace because they know that accelerating this pace is crucial to
their future success. Thus they are increasing their market day by day. The operation
income earned by Coca Cola Company can be illustrated by the following pie chart.
(Figure)
This strategy has worked a lot and it has helped them to become the World’s leading Soft
Drink Company. The global unit sale of the Coca Cola Company is increasing from the
last ten years. The data of the global unit sale of the Coca Cola Company can be
represented by following chart.
(Figure)
12
10
8
6
unit sale in billions
4
2
0
1971 1981 1991 2002
So there is positive growth in the market of the Coca Cola Company. There is a
worldwide volume increase by 4% with strong international growth of 5%. This is only
due to the innovative marketing programmers, which has deepened the relationship of the
customers and Coca Cola. The financial health and success of their bottling partners is a
critical component of The Coca-Cola Company's ability to build and deliver leading
brands.
In 2002, the company had worked with their bottlers to turn good intentions into reality
by improving the system economics. The results in 2002 reflect this steadily improving
and mutually constructive relationship between the Company and their bottling partners.
The main reason behind this relationship is to continue realizing shared opportunities for
growth, with closer coordination of operations including customer relationships, logistics
and production.
MARKET SHARE BY AREA:
Coca Cola is the world-renowned soft drink and the company is currently operating
through out the world. The world wide total is about 17.8 billion.
The operation review according to the segments is as follows.
Operation Review
NORTH AMERICA
LATIN AMERICA
AFRICA
So the volume is least in the Africa and most in the North America. The data about the
market share of this company area wise is given in the following table.
The above table shows the geographical earning of the Coca Cola Company and from this
data; we can find out that the customers of Coca Cola are increasing which is shown by
the company’s per capita income. Unit case equals 24 eight-ounce servings. The column,
which shows the non-alcoholic beverages consist of commercially, sold beverages, as
estimated by the Company based on available industry sources. The country column is
derived from
The Company's unit case volume while the industry column includes nonalcoholic ready-
to-drink beverages only, as estimated by the Company based on available industry
sources.
(Table)
and
populations, this region has strong long-term potential, and the company is building an
exciting family of beverage brands in addition to expanding the popularity of our core
brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.
The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.
(Figure)
So the company is emphasizing more in this area and is trying to develop a strategy,
which can increase the growth of the consumption of Coca Cola by the people of Asia.
Among the countries of Asia, Japan has the highest percentage, which is about 29%.
Among others, Pakistan, India and Bangladesh are those countries where the average
consumption is increasing day by day.
FINANCIAL REPORT:
This company is financially very strong. It is due to the strong finances, the company is
still surviving the ups and down of the business world. The financial report of Coca Cola
Company of the year 2001 and 2000 along with the percentage change is as follows.
(Table)
2002 basic and diluted net income per share includes a non-cash gain of $.02 per share
after taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,
one of the equity investors of this company.
2002 basic and diluted net income per share includes the following charges:
• $.24 per share after income taxes related to an organizational Realignment.
• $.19 per share after income taxes related to the Company's portion of charges
recorded by the investors of the company.
• $.16 per share after income taxes related to the impairment of certain bottling,
manufacturing and intangible assets.
• $.05 per share after income taxes related to the settlement terms of a
discrimination lawsuit.
• $.01 per share after income taxes related to incremental marketing expenses in
Central Europe.
These charges are partially offset by a gain of $.05 per share after income taxes related to
the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04
COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world
that is why the number of employees and the bottling equipments is highest among the
other bottling companies. There is a constant increase in every aspect when we compare
the statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is
increasing its volume day by day. The expansion of this company, which shows the
success of Coca Cola brands, results in the percentage change in the statistics of the two
years. The statistics is as follows.
(Table)
2002ª 2001
• Net Debt is the Long-term debt plus current portion of long-term debt
less cash and marketable securities.
• Equivalent Case or Unit Case is the physical case and fountain
gallons converted to a standard unit of measure defined as 24 eight-
ounce servings or 192 ounces per equivalent case sold by Coca-Cola
Enterprises.
PRODUCTS:
There are different brands of the Coca Cola Company, which are currently in use through
out the world. This company not only deals in the carbonated drinks but also other drinks.
While launching its product, the marketing team considers the culture of the country.
The commitment of the company is to devote resources to water only in markets where it
expects profitable growth. This strategy has paid dividends. The company has
successfully applied it’s approach to brands in several key markets, including Ciel in
Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed
by a strong network of bottling partners through out the Uni
ted States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entire
Turkuaz brand team worked together to launch Turkey's first purified water brand. This
year, Coca-Cola Company also successfully energized a major piece of its beverage
strategy—water. By the end of 2001, it’s bottled water volume exceeded 570 million unit
cases, making it the second biggest contributor to the growth of the company after
carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each
achieved sales of over 100 million unit cases for the year.
In 2001and 2002, the company has also made good progress in coffees and teas.
Beverage Partners Worldwide, the renewed and strengthened marketing partnership with
Nestlé S.A., began operations in 2001. This partnership combines Nestlé's knowledge in
life science, research and development with the expertise of Coca Cola Company in
brand building and distribution.
At the same time, the company grew Georgia coffee in Japan by 3 percent through
award-winning marketing in a category that was flat for the year. Also in Japan—where
The Coca-Cola Company is the leader in the total tea category, the second-largest
category in the non-alcoholic ready-to-drink segment—it launched Marocha Green Tea.
With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-
growing product in the fastest-growing category: green tea. The popularity of Marocha is
also recognized by the industry with a leading trade journal naming Marocha the most
popular new food and beverage product of the year.
Among the soft drinks Fanta and Sprite become successful along with the major brand
Coca Cola and Diet Coke. In key markets, the company has created new packaging sizes
to satisfy consumer demands.
Increasingly, Mexican families have lunch together at home. The average Mexican
Soft drink in North America: diet Coke. The company increased its two largest bottle
sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume
increase for Coca-Cola. The packaging innovations do not just involve resizing. The
company has also responded to consumers' changing fashion styles with new bottles.
With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and
juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.
This year, the company re-launched its global sports-drink business, investing in new
products, packaging, positioning and marketing. The results speak for themselves: it’s
global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly
double the growth rate of the worldwide sports-drink category. Revitalized in the United
States, the company introduced Powerade in nearly every major Western European
market, including Great Britain, Germany and Spain, as well as in Mexico and Latin
America. The company launched 27 products in 2001.
The commitment of the company to packaging innovation also resulted in new initiatives
for our fountain business, a channel through which many consumers enjoy Coca-Cola. In
the United States, the company developed Fountain, a total beverage dispensing system
that is more flexible and more reliable. Two years of research resulted in a dispensing
system that provides exceptional beverage quality, easy to upgrade technology, brand and
graphic customization and improved reliability.
STRATEGIC PLANNING
In the year 2002, the company had a great success, as the strategy worked which resulted
in making Coca Cola Company the world’s leading company. In 2001, company
accomplished the crust of it’s strategy as
• Return on common equity grew from 23 percent in 2000 to 38 percent this year.
• Return on capital increased from 16 percent in 2000 to 27 percent in 2001.
• The company has generated free cash flow of $3.1 billion, up from $2.8 billion in
2000, a clear indication of its underlying financial strength.
The strategy for the future of the company is very straightforward. The marketing
strategy for the year 2002 is as follows,
HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27
billion and over 143,000 employees. The company consists of the snack businesses of
Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-
Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages
International; and Quaker Foods North America, manufacturer and marketer of ready-to-
eat cereals and other food products. PepsiCo brands are available in nearly 200 countries
and territories.
Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001.would entertain the listener with the latest musical selections
rendered by violin or piano or both. The new name, “Pepsi Cola”, is derived from the two
of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At
that time, Bradham’s advertising praises his drink as “Exhilarating, invigorating, aids
digestion”.
1990-2002
The advertisement of the Pepsi changes to, “You got the right one baby, Uh-Huh!”.With
the extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992
Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest
selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-
Cola Company's soft drink operations include the business of Seven-Up International.
Pepsi-Cola beverages are available in more than 190 countries and territories.
In Asia, they selected Lahore to make their regional office. This was done in 1970. This
regional office is monitoring all the operations carried out in South West Asia. As in
Pakistan, they only entered beverage industry. They have eleven bottlers covering whole
Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established
at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four
filling lines in the plant operating on the three shift bases. Each shift is of
eight hours. They have permanent work force of 750 people and they
employee approximately 1000 people more on temporary basis during
summer season.
Pe
psi’s Products
• Pepsi
• Teem
• Mirinda
• Pepsi Max
• Pepsi Lemon
• Pepsi Blue
• Mountain Dew
• 7up
PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring
refreshment, value, joy and fun to our stakeholders, then we successfully nurture and
protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate
obligation to provide consistently attractive returns to the owners of our business.
TARGET MARKET
Coke’s commercials basically based on young generations, So, the young generation is
the target market of Coke because they want to represent Coke with the youth and energy
but they also consider about the old people they take then as a co-target market.
MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas
where the demands is higher then the other areas. There are so many people who take this
drink daily and those people who take weekly and those who take less often are always
there as well. So, their basic segments are those people who take this drink regularly.
There are so many factors, which affects the sale of coke. Here we are discussing three
First we will discuss about “ Per capita income”. This is major factor that affects the sale
of this soft drink. Because which every passing year budgets are becoming very strict and
tight in order to purchase things. So the disposable incomes of the people are coming
down. They spend heavily on rents, utilities, and education and basic necessities and after
that when they get extra money they think about this soft drink .So the decreasing per
capita income effects badly in selling and production of this soft drink.
And to get through with this difficulty there is need to increase the level of per capita
income of Pakistan because it is much lesser than the rest of the countries.
Competitors
Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every
one knows that and all the other cold drinks and water, coffee, tea are the competitors.
Weather
Weather is the third major factor in effecting the Coke’s selling. This is underdeveloped
market so the coke’s consumption in summers is 60% and in winters is 40%.
First of all the majority don’t care that what they are going to have. In other words, they
don’t care before drinking that whether it is “Pepsi” or “coke”. They don’t actually
differentiate between these two brands in order to their tastes.
Consumers basically drink what they get.
They believe on “WHAT COLD THEY SOLD”
Consumer’s availability in brands is basically works like:
Push availability
Pull consumer’s demand.
For this reason Coca-Cola have provided their coolers and freezers in the market. They
have maximum number of coolers and freezers in the market. They provide this
infrastructure free of cost just to provide child coke to their customer, which they want to
be purchase.
Their salesman and mechanics regularly visit all the shops where coke has its
infrastructure to check that either it is in proper condition or not, if not then they
immediately change or repair it.
MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft drink. Then they compete
brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team
.So the major competitor of Coke is Pepsi.
When they motivate to any other brand or on Coke it’s in instinct basically that based on
messages derive certain feelings.
But Coca Cola thinks in a different way, they believe that RC Cola, new coming
AMRAT Cola, and all juices, even they take water and tea as their competitors.
STRATEGIES OF QUALITY:
Threats are well planned. Price is the major threat. When price goes certain beyond the
Every organization runs on the bases of profit maximization so Coke is also looking for a
high profit margin.
They could be over night profit that is for the number 1 brand for the year. This could be
got my increasing sales volume
Windfall Profit
Can be windfall profit. They are the extras profit. When the consumption the
consumption is on boom. So, there is different kind of profits.
Profit can also get through ethical and unethical ways. They believe on this quote
“ Every thing is fare in love and war”.
Some profits stays for some time like “over night profits” and some just come and go like
“wind fall profits”. And they can also get profit through different approaches.
Now the consumer has got choice. Because now they know the name of another big
brand, though coke is the 2nd best name but it can get a better position after some time
Now the consumers know the Name of Coke, because Coke is the name, which is the
most popular after the word “ok”. So people can better differentiate brands with each
other.
Brand Differentiation
Now different companies have got different brand names. So, people can distinguish
between brands. Two major brands “coke” and “Pepsi” also have brand names.
Coca cola is “US” brand. Because they believe in the togetherness, being people together
and friends are being together. Coca Cola strongly believes that Pakistani temperament is
“US” not “ME”
Pepsi’s Brand
Pepsi’s brand is basically is basically “ME” branded. They use the temperament of
“ME”. In contrast to Coke they believe on individual struggle.
Opportunities:
If Coke is considered a luxury product. Then there is the tax rate system
15% - sales tax
20% - excise duty
27% - goes to government
After paying all these taxes coke has to pay electricity charges. We have to spend on
distributions. After paying all these expenses Coke’s margin squeezed and consumers
have to pay for increasing tariffs.
These are the opportunities through which we can increase the price and can get profits.
Threats:
There are much more threats in increasing prices. Because same problem of substitute. If
Coke increase the price lets say 1 rupee. Then people definitely won’t go for coke. They
have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.
Coke will lose the margin of its profit and can face loss.
To increase the price is the least thing, which Coke can adopt. There are so many ways
through which Coke can increase the profits. Some major ways are as follows.
Coke can increase the volume by expanding the industry of coke. Through
advertisements, offering different interesting things to attract people towards this product.
Coke is already taking part in the festival like “Basant” since last 3 years. Coke offers
different attractive things in their festival and through this Coke gained high profit and
consumption of coke increased on these occasions.
And this year in this year 2002 people were anxiously waiting that what interesting thing
coke is going to offer.
MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the voices around the world
asking for beverages that span the entire spectrum of tastes and occasions. What people
want in a beverage is a reflection of who they are, where they live, how they work and
play, and how they relax and recharge. Whether you're a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru
asking for a juice drink, or a couple in Korea buying bottled water after a run together,
we're there for you. We are determined not only to make great drinks, but also to
contribute to communities around the world through our commitments to education,
health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping
our business decisions to improve the quality of life in the communities in which we do
business. It's a special thing to have billions of friends around the world, and we never
forget it.
MARKET POSITIONING
Product Range
The total range of Coca Cola company in Pakistan includes:
• Coke.
• Sprite.
• Fanta.
• Diet Coke.
And company offers their products in different bottle sizes these includes:
Packing:
PRICE STRATEGY
Trade Promotion
Coca cola company gives incentives to middle men or retailers in way a that they offer
them free samples and free empty bottles, by this these retailers and middle man push
their product in the market. And that’s why coca cola seen more in the market. And they
have a good sale in the market because according to the expert which product seen more
in the market that sells more.
“Seen as sold”
They do agreements with a shop keepers and stores to exclusive sale in that stores. These
stores are called as KEY accounts in their local language.
And coke also invest heavy budget on these stores and offers them free sample
Some times Coca Cola Company change their product prices according to the season.
Summer is supposed to be a good season for beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and profit. But normally they
reduce the prices of their pet bottles or 1 litter glass bottle.
PROMOTION STRATEGIES
Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.
Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and school’s cafes and sponsors
their sports events and other extra curriculum activities for getting market share.
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc.
This scheme is very much popular among children.
DISTRIBUTION CHANNELS
Direct Selling
In direct selling they supply their products in shops by using their own transports. They
have almost 450 vehicles to supply their bottles. In this type of selling company have
more profit margin.
Indirect Selling
They have their whole sellers and agencies to cover all area. Because it is very difficult
for them to cover all area of Pakistan by their own so they have so many whole sellers
and agencies to assure their customers for availability of coca cola products.
Print Media
They often use print media for advertisement. They have a separate department for print
media.
POS Material
Pos material mean point of sale material this includes: posters and stickers display in the
stores and in different areas.
TV Commercials
Coca cola is very much conscious about their billboards and holdings. They have so
many sites in different locations for their billboards.
And positive feeling felling with the brand, which they used to have Coke wants to
advertise their products heavily in the coming year. And it will take the 10% of their
profits. And when we take it as a global level it is $ I billion.
Coming year is the challenging year for the industry of Coke. They have to take lots of
decisions that how to increase the production and where they have to spend money.
For gaining success in coming year they have to have some important things like:
1. Loyal consumers are important for company’s success.
2. Workers should be the brand centric not the promotion centric.
3. They should know how much to for the brand activities.
4. They should also know that how much to do with the promotion activities for
brand.
Sales Volume
Coke determines its yearly budget through the sales volume. They first concentrate on the
thing is “what is the condition of their sales?” if the condition is good of their sales then
they definitely increase their production and sales volume. Otherwise they concentrate on
their old strategies.
Profitability:
The second thing through which they determines budget is the “profit” .if they r getting
profits with the high margin, then they definitely want to increase their profits in the next
coming year. Every organization runs on the basis of getting high profits. No
organization wants to face Loss in their business. To get profit is the first priority of the
Coke.
Target Volume:
To run the business every industry has some targets, which they want to achieve in a
specific time period. If industry achieves those goals in that period then for the coming
year it increases the volume of the target.
So Coke Follow the same thing it has also some goals and targets to achieve in the given
time period. When they succeed to achieve that target then they increase their target
volume in the next year.
Cricket the most sought after; watched & played game in Pakistan .the game of cricket
has been owned by various brands in the industry for the promotion of their products over
a period of time. It has ranged from tobacco to lubricants to communication companies to
banks to airlines & lately to the beverage industry. The competition has become tougher
& tougher as the time has progressed.
Coca-Cola Concerts
Abrar-ul-haq’s distinct style, lyrics & songs have made him an instant hit among the
masses in Pakistan. His enormous popularity in the country & abroad is supported by
Coca-Cola’s commitment towards providing healthy & fun-filled entertainment for the
youth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts &
featuring Abrar in a much-appreciated TVC & MMT featured throughout the country.
The TVC campaign focused on the hectic lifestyle of a pop star who found respite &
relief through Coca-Cola in short moments that he had to himself during a concert. Coca-
Cola’s brand positioning of providing deep down refreshment for the body, soul & mind
were captured accurately in the TVC & depicted aptly how the drink completes the
moment for Abrar.
With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the
people of Karachi, to a festive food festival comprising of 50 restaurants, spread out all
over the bustling city’s map. The promotion saw the avid families & friends enjoying the
delicacies at the restaurants; all resiliently upholding the Coca-Cola identity.
In February the month of basant the parks & horticulture authority in Lahore nominated
Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival
atmosphere by making the festival free to enter & decorating all main roads in Lahore
with illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had
children’s parade & held the Coca-Cola kite flying championship during the basant
festival. Now “where there is basant there is Coca-Cola”, it has been impossible to
envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the
colors of basant by adding more life to the festival, giving the consumer a unique
experience which they had never tasted before.
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s during Lahore’s hottest
summer season, Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to
“serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a
heavy FM announcement campaign the “GO-RED” stall, served well to promote the
Coca-Cola industry.
In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.
Targeting house wives & family home, Coca-Cola’s 1.5 liter Pet bottle, took the limelight
& gained momentum with a campaign promoting the unique packaging and its numerous
consumer benefits .A treat for the family, Coca-Cola’s PET was offered through a “price-
off” promotion that said……….Go out & get some
A very special occasion for the people of Pakistan Ramzan saw another very special
Coca-Cola’s promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle
with a super price-off promotion. The emphasis on enjoying Coca-Cola at “Iftar” with
friends & family.
In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went
ahead with the idea of giving consumer chances to win fabulous, magical “dream
vacation” to numerous “wonder destination” throughout the world on every purchase of a
250 ml RGB bottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a
chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE
& CAIRO along with airfare & four nights free stay in these dream lands. The promotion
saw avid consumer collecting Coca-Cola ‘Crown caps’ & sparked a keen response from
the public , rendering an outstanding testimonial campaign in the second phase,
highlighting the winners over whelmed in the magical delight of their favorite beverage
Coca-Cola.
The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are
getting television sets of different sizes. These days this scheme is very popular among
the people.
Coca-Cola & key account of MC Donald’s launched the “we go together” joint
promotion to reinstate amongst consumers a real sense of the affinity that, both shares
globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at
all MC Donald’s restaurants along with a special offer for coke & fries.
In November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistan
witnessed a soft launch in essence. The Coca-Cola Company declared the new “Non-
Returnable” bottles of Sprite & Fanta as the “New, On the Go Packs” flaunting the
innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success
in Pakistan.
Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996, the
company has successfully launched its first new product, diet coke, for the first time in
almost 3 years. The was linked with three fashion shows as Diet Coke is related to
fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are
the key accounts of the company as this has been never done before in Pakistan.
SWOT ANALYSIS
STRENGTH:
relationship.
WEAKNESS:
4. Rising No. of date dealers that will wrong effect in market condition.
OPPORTUNITY:
1. Pepsi is the major competitors, that means watch myopia in the market every
time.
3. Retailers divert to Pepsi because they are getting good schemes and SGA signage.
RESEARCH METHODOLOGY
In data collection two methods are used, one is qualitative and one is quantitative method.
RESEARCH OBJECTIVES
The first objective of my report is to analyze strength of Coke vs. other competitive
companies.
The second objective of my report is to find out the growth opportunities for company in
SOURCES OF DATA
Method of data collection is primary data as well as the secondary data. I collected
primary data through direct communication with retailers and the help of questionnaire
and secondary data by magazines, journals, newspapers and various websites related to
OPERATIONAL SETUP
The success of any survey is depends upon resources, quality and timing and integrity of
the surveyor who compiles the primary data. So it is a very important task is to manage
all the available resources which make impact on the quality of survey.
APPROACH
The approach behind a surveyor the project varies with the purpose of the survey. Under
this project, “quantitative” approach is used which is concerned with the objective
assessment of the availability and display that is clearly visible and can be easily
AREA OF SURVEY
The area of survey is Jogi Nawada [Kankar Tola, Hajiya Pur, Lodhi Tola, & Sanjay
Nagar. For performing any survey a sample is selected from the population. All the
PLANNING
For a successful compilation and best result within a limited time the planning was must.
In this way the first step was to design an appropriate data form we can say it
questionnaire that covers all the mandatory areas of information that is to be analyzed.
The data from which I was used to collect data was designed by my immediate
supervisor.
SCHEDULE
To achieve the desired goal it was necessary to make schedule of tasks which were
handed over to us. So keeping in view the original objective, the content of the schedule
was prepared. Then i and my group members collected data from the desired field. Since
the data form distribution and collection was an official work so it was a time taking
process. In the meantime it was our work to keep in touch with our fields.
SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer
to question’ to survey and to control the variances. According to this project’s/ surveys
The two sources for data collection are documentary and secondary and field or primary
is used because I have to collect the information, which is fickle in nature, the availability
and display of the product changes even each and every day, therefore questionnaire is
selected as the survey instrument. The forms used for the survey were close ended
I have covered Bareilly city & took data of different areas it was great to visit company
like “Coca-Cola”, season like “summer” and product like “Cold Drink”, combining all
the factors together make the sample design for the project very important for the real
extract from the market. According to my judgment and to cover all the areas the sample
STATISTICAL TOOLS
then tabular representation being easily intelligible to layman. Indeed diagrams are most
public.
The more important types of diagram which is use in statistical work are:-
BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this method the bar of
equal width are taken for the different items of the series. The lengths of the bar represent
PAI CHART
lines drawn from the centre to the circumference of the circle. When statistical data are
given for a number of categories and we are interested in the comparison of various
categories or between a part of the whole, such a diagram is very helpful in effectively
displaying the data and the type of sampling is convenient and judgment sampling.
A. SIGNAGE
B. COOLER
C. RACK
70
60
50
40 coke
30 pepsi
own
20
10
0
SIGNAGE COOLER RACK
The above table shows that the Coke Is invented a huge in to given the signage,
PEPSI
26% COKE
37%
COKE
THUMS UP
Z
PEPSI
THUMS
UP
37%
NO. OF NO. OF
COKE BRAND PEPSI BRAND
AVAILABILTY AVAILABILTY
COKE 250 PEPSI 175
THUMS UP 250
The above table shows that coke brand in a class bottle in a class of 200ml with
black flavour captured the 74% market area in comparison of the brand of Pepsi
MIRINDA
38%
FANTA
MIRINDA
FANTA
62%
COKE NO. OF
PEPSI BRAND NO. OF AVAILABILITY
BRAND AVAILABILITY
FANTA 200 MIRINDA 125
The above survey shows that the coke brand in orange flavour of 200ml captured
the 62% market sales in comparison to the sale of pepsi brand in orange flavour of
160
140
120
100
80 Series1
60
40
20
0
SPRITE LIMCA DEW 7UP
COKE NO. OF
PEPSI BRAND NO. OF AVAILBILITY
BRAND AVAILABILITY
SPRITE 150 DEW 35
LIMKA 150 7UP 50
The above table shows coke brand in white flavour if 200ml is captured the
e.22%.
A. BLACK FLAVOUR (600 ml.)
250
200
150
Series1
100
50
0
COKE THUMS UP PEPSI
NO. OF NO. OF
COKE BRAND PEPSI BRAND
AVAILABILITY AVAILABILITY
COKE 200 PEPSI 75
THUMS Up 150
The above table shows that the coke brands available in black flavour of 600ml in
600ml i-e.18%.
B. IN ORANGE FLAVOUR (600 ml.)
120
FANTA
100
80
60 MIRINDA Series1
40
20
0
FANTA MIRINDA
The above table shows that the coke brand in orange flavour of 600ml is captured
the 67%market sales in comparison to the Pepsi brand of orange flavour i-e 33%.
C IN WHITE FLAVOUR (600 ml.)
7Up
Sprite Sprite
dew Limca
dew
7Up
Limca
NO. OF NO. OF
COKE BRAND PEPSI BRAND
AVAILABILITY AVAILABILITY
SPRITE 75 DEW 30
LIMCA 75 7UP 35
The above table shows that the coke brands of white flavour in 600ml is captured
OF JUICE.
SLICE
19%
MAAZA
MAAZA
44% MMPO
FROOTI
FROOTI SLICE
30%
MMPO
7%
NO. OF NO. OF
COKEBRAND PEPSIBRAND
AVAILABILITY AVAILABILITY
MAAZA 60 FROOTI 40
MMPO 10 SLICE 25
The above table shows that the coke brands available in juice from 600ml is captured
the51% market sales in comparison to the Pepsi & other brands available in juice from i-
e.49%.
1 LITER PACK
FROOTI
25%
MAAZA MAAZA
41%
MMPO
SLICE
FROOTI
SLICE
21%
MMPO
13%
The above table shows that the coke brand in Juice form available in 1 lt. pack is
captured 54% market in comparison to Pepsi & other brand available in the Juice
1. The area of study is limited to the merchandising and route productivity aspect of
the system, while the marketing has other crucial area to which were left uncharted.
3. The time period allotted for the study was only of two months, which may
4. The study was based on both primary and secondary data but the relevance of the
5. The success of any survey based upon the quality and integrity of surveyor who
collect the basic data by expressing the subject under the study and the by basic data
by expressing the subject under the study and on the respondents who provide the
data required by filling up the questionnaire the accuracy of the data collected solely
depends upon the cooperation and truthfulness of the person who is being
interviewed.
• In this survey i observe that coca cola is covered all areas of Bareilly. If we
compare the market share that we found that the coca cola is holding 75% of
• Company sales executive should inspect the market time to time while they do
not interest so that some retailers are unsatisfied with the company.
responded properly.
• Distributors have not maintained proper stocks so that the retailers do not get
all the products by while sale, discounting and trade scheme are affected.
SUGGESTION & RECOMMENDATION
Doing a survey on consumer market provided a lot of insight into the dynamic of the
market place and with it valuable insight were also gained into the psyche of
1. SUPPLY
• The demand of Thumsup and Maaza far exceed the supply especially in case of
200ml and pet bottles. Few shop owners’ clamed that many a times no supply is
• Sometime the delivery vans of coca-cola starts late from the distribution point
and that of rivals reach early so eateries which generally soft drinks in the glass,
buy the soft drinks from the delivery van which arrives first.
concept of broken bottles. When dealing with the shop and the eatery owners
• All flavor and all size of bottles are kindly available in the market.
2. COMPANY PRESENTATION
repeatedly.
• The company easily influenced many eatery owners, which them with
betters facilities. There was a tendency to push the product of the company
BOOKS:
marketing management, New Delhi, Sultan Chand and sons edition 2003.
WEB-SITES:
• www.coca-cola.com
• www.google.com
• www.ask-jeeves.com
• www.distributing-company.com
OTHERS:
• Company Profile
Date ……………
Age group:-
(a) Thums-up (b) Limmca (c) Maaza (d) Coke (e) Other
……………………………………………………………………..
…………………………………………………………………….
cola enjoy ”