SUMMER TRAINING PROJECT REPORT

“RIGHT EXECUTION DAILY OF COCA-COLA PRODUCTS IN GORAKHPUR CITY”
PREPARED AND PRESENTED TO ON

M/S SAKAT SALES & SERVICES PVT. LTD. A DIVISION OF COCA-COLA CO.
UNDER THE GUIDANCE OF
COMPANY’S GUIDE NAME MR. GANESH GUPTA DISTRIBUTION MANAGER SAKAT SALES & SERVICE PVT. LTD. GORAKHPUR FACULTY NAME MR. JAI BEER PRATAP SINGH LECTURER OF M.B.A DEPTT. KIPM COLLEGE OF MANAGEMENT GORAKHPUR

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER’S DEGREE IN BUSINESS ADMINISTRATION FROM UTTAR PRADESH UNIVERSITY BY AKHTAR NAWAZ III – SEM. M.B.A

KIPM COLLEGE OF MANAGEMENT GORAKHPUR 2009 – 2010

0714170014

A REPORT ON COCA – COLA

1

(106)

DECLARATION
I here by declare that the project, which is being presented in this project report entitled “Right execution Daily of Coca-Cola and Pepsi Products in Gorakhpur City”, is an authentic record of my own work during the period of 6 weeks. This information given by me in this report is exclusively for concerned organization and would not be submitted by me anywhere else. Akhtar Nawaz MBA 3rd sem KIPM COLLEGE OF MANAGEMENT GORAKHPUR

0714170014

A REPORT ON COCA – COLA

2

(106)

ACKNOWLEDGEMENT
To begin with, I am obliged to Mr. Vivek Ladhani (Managing Director) and Mr.Ganesh Gupta (Ditribution Manager), who allotted me this interesting topic and without whose guidance and constructive criticism this report might have not been completed. I would like to thank retailers, shopkeepers of Mohripur , Jafara Bazaar,

Gorakhnath,Maniram,Bargadwa, FCI road,kauriya jungle, pipi ganj. who were interviewed by us. I appreciate for their cooperation and contributions for helping us in making project factual and informative. I also express my gratitude to Prof. (Dr.) JAI BEER PRATAP SINGH (Director), Mr. Dr. Naresh Gill , (H.o.D of MBA Deptt) And (Lecturer & Faculty Guide of MBA Deptt.) of KIPM COLLEGE OF MANAGEMENT GORAKHPUR who have been instrumental in making this report useful one.

Finally, I wish to thank to my family and friends for their inspiration, encouragement and support, which enabled me.

Akhtar Nawaz

0714170014

A REPORT ON COCA – COLA

3

(106)

Policies and innovative packaging. packaged in cardboard cartoons known as "TERRAPACK" has been introduced in the market. and 2000 ml and comes in a variety of flavors. prizes gift other avenues to enhance social status and satisfying personal egos also. It also comes in glass as well as in plastic bottles. 500 ml. The bottled soft drink market has undergone a marginal decreases in demand After 1994 the eminent re-entry of coca-cola in Indian soft drink Industry it is heading for two giants war to capture the market. Soft drinks are mostly packaged in 200 ml. With the introduction of fruit pulp based soft drinks. 0714170014 A REPORT ON COCA – COLA 4 (106) . Then industries are much emphasizing advertising to increase its sales. 1000 ml. 300 ml. It has introduced various sharp and efficient tools say tour packages. Govt. 1500 ml.PREFACE Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened beverages.5ince so many changes and transformations are under going ever changing consumer demands.

Preface 4. Title Page 2. Declaration 6. Certificate from Organization 3. Research Methodology --------------------------------------------------------------Objectives of the Study Research Design Scope of Research Scope Limitation Analysis -------------------------------------------------------------------------Sample Profile Findings 0714170014 A REPORT ON COCA – COLA 5 69-70 71-77 1 0. Project Profile --------------------------------------------------------------------Relevance of Topic 9. Executive Summary --------------------------------------------------------------6-9 10-68 Contents Page No. 1.TABLE OF CONTENT No. 7. 78-94 (106) . Acknowledgement 5. Industry & Company Profile ------------------------------------------------------Industrial Profile Carbonated Soft Drink (Csd) Industry Coca-Cola History in India Company Profile History of Coca-Cola Fabulous Facts about Coca-Cola Soft Drink Market India Scenario Important Landmarks of Company Awards The Coca-Cola Promise Policy Strategy Adopted by Coca-Cola Competitive Situation Introduction of The Organization Organization Structure Organizational Structure Chart Company's Objectives and Goals Product Profile of Coca-Cola Right Execution Daily (RED) 8.

Conclusion Suggestions Every Dealer survey repport Bibliography --------------------------------------------------------------------------------------------------------------------------------- 95 96-99 1 Appendix 2.1 1. Specimen of Questionnaire (Retailer Survey) Every Dealer Survey 0714170014 A REPORT ON COCA – COLA 6 (106) .

0714170014 A REPORT ON COCA – COLA 7 (106) .

* The whole survey was mainly based on retailers & distributor of the soft drinks. * To get the suggestions from retailers to improve the market share of Coca-Cola. it was a matter of ‘fight or succumb. * To find out the current status of the Sales Generating Assets (S. Universe of study: . In the early 1970s.G. Problem defination: The cola wars had become a part of global folklore .) Secondary Objective * The find out the more potential market & retailers. However.something all of us took for granted. Coke and Pepsi offered products that ‘looked the same and tasted the same.'substantial market share growth seemed unlikely.EXECUTIVE SUMMARY Topic of Research: “Stock Availability Status of Coca-Cola and Pepsi Products in Gorakhpur City” Main Objective * To find out the market share of Coca-Cola products in the market in comparison to the Pepsi product.A. Coke and Pepsi kept rejuvenating the market through product modifications and pricing/promotion/distribution tactics. for the companies involved.Gorakhpur city 0714170014 A REPORT ON COCA – COLA 8 (106) . * To identify the satisfaction level of retailers in terms of Sales Generating Assets. However. and as the major players. with the most bitter of the cola wars often seen in form of the comparative advertisements.'Both print and electronic media served as battlefields. the US soft-drinks market was on the verge of maturity.

Peepi ganj . Above area are selected as sample of the research because these are main market of all items where almost every day above 70% population of Gorakhpur City and its nearby rural area go for routine marketing. Bargadwa . Collection of Data 1. Maniram.Sample detail 1.FCI road . Sample Selection: Retailers Gorakhpur City 8 Weeks Primary Data & Secondary data Judgment Sampling Gorakhnath . 0714170014 A REPORT ON COCA – COLA 9 (106) . Area of Survey: 3. Sample Survey: 2. Mohripur . Primary Data  Retialer Survey  Consumer servey  Personal Interview 2. Secondary Data  Website.  Magazine Sample Size The sample size of research study is 150. Data Type: 5. Time Period: 4. kauriya Jungle.

 There should be proper allocation of each activity on the basis of city & population. Coca Cola & Thums-up Limca & Sprite covers more target customers.e. Those consumers who prefer hard Cola drink choose ThumsUp & Sprite & those who wants soft drink prefer Coca-Cola & Limca.  About 70% to 80% of consumers prefer the taste of the drinks of Coke Co. of specific outlets for Coke is more comparing to Pepsi. Thus larger markets share in the area covered by Coke.  The no.  Advertising equipment of Coca-Cola product should be distributed properly among the retailers.  Coke is having four Cola brands i.Findings:  Coke is having more number of bottling plants in compare to Pepsi that is why it has a strong distribution network."  Retailers have emerged as major opinion leader and high retailer margin should be given to motivate these retailers.  Specking should be changed and new attractive bottles should be introduced. Suggestions:  The company should move with societal marketing concept "The Societal Marketing Concept holds that the organization's task is to determine the needs wants & interest of target market and to deliver the desired satisfaction efficiently than competitors in a way that preserves or enhances the consumer and Society's well being.  The packaging of Coca-Cola is in accordance to the taste of the rural people because of its red color logo.  There should be proper visit of Area Sales Manager at least once in a month to sort out the problem of retailers like leakage replacement etc. & to motivate the retailers selling 0714170014 A REPORT ON COCA – COLA 10 (106) .

 Organizational Structure Chart  Sales & Distribution Process of A.B.P.only Pepsi.L.  Products of the Company  Brand in Indian Market  Description of the Product Popular Punchlines of Coca Cola Product 0714170014 A REPORT ON COCA – COLA 11 (106) . Ltd.Cola in India  Organization Structure  Introduction of Organization  Structure of Amrit Bottlers Pvt. Ltd.  Distribution Channel of Saket Sales & Services Pvt. Topics covered:  Introduction of Soft Drink Industry  Competitive Situation  Brand Competition  Introdution of Coca Cola Company  Important Landmarks of Company  History of Coca.

As far as INDIA soft drink market is concerned there are major company’s engaged having a big completion to capture the soft drink market are namely Coca-Cola & Pepsi. After the war Pepsi sale was started to fall relatively to Coke. Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market. A number of factory contributed to Pepsi problem were poor image. He and his staff recognized that the main hope lay transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. While Campa Cola & many local cola’s still notice in the Indian Market. which was there in INDIA till 1977. During World War II Pepsi & Coke both enjoyed increased sale. Limca. In todays market the Coca-Cola (Coke. At that point Alfred. Fanta. Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. poor quality control etc. Pepsi Cola attacked Coca-Cola before World War II. resulting the Coca-Cola had starting to click the Market share.INDUSTRIAL PROFILE Present soft drink boon in India was attributed to the legacy of Coca Cola.Steeler came to the presidency of Pepsi cola with a great reputation for merchandising. Vanilla Coke. etc. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising. 0714170014 A REPORT ON COCA – COLA 12 (106) . poor taskforce. Thumps Up. Sprite. Coca Cola dominated the American soft drink industry.N.

The great corporate war between Coke & Pepsi. In India another company engaged in soft drink market is Coca-Cola. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi. Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up. Maaza. It is one of the most widely known. accepted and admired trademarks of the world. who left no stone unturned. Coca-Cola was their in India till 1977. Limca. when the Indian Government banned it due to strong resentment against multinational company’s Coca-Cola was re-launched again in India in September 1993 at “HATHRAS” near Agra. Citra. The India people welcomed the come back of their most loved Cola in the country with great enthusiasm and vigor. Soft drink industry is one of the fastest growing industries in India. resulting sales had climbed substantially.By 1955 all Pepsi’s major weakness had been overcome. The long hot summers in India have increased the consumption of soft drinks. 3. for monopolizing the India Soft Drink market. 0714170014 A REPORT ON COCA – COLA 13 (106) . Soda. 2. The basic idea behind the rapid growth of this industry is due to following reasons: 1. The basic ideology of these two giants is to promote soft drinks as a food item in India hold. Gold Spot.

SOFT DRINK INDUSTRY Carbonated or Aerated Drink Non-Carbonated or Non-Aerated Drink Mixture Branded Product Commodity Product Ready to serve Diluted before serve Soda Mineral water Cola Drink Non-Cola Drink Having Preservation Having no Preservation Squashes Artificial Flavors Pure Mineral Water Flavored Mineral Water Fun Drink Health Drink Fruit Juice Gelatin based Drink 0714170014 A REPORT ON COCA – COLA 14 (106) .

g. Canada Orange Flavor e.CARBONATED OR AERATED Branded Product Commodity Product Cola Drinks e. Coke. Limca. ThumpsUp Non-Cola Drinks New Flavors e. Maaza. Mirinda.g. Teem. Slice Lemon Flavor e. Fanta Mango Flavor e.g. Pepsi. Gold Spot. Mirinda 0714170014 A REPORT ON COCA – COLA 15 (106) .g.g.

Soft drinks are typically sold in glass bottle and in plastic and cans except for fountain services. 0714170014 A REPORT ON COCA – COLA 16 (106) . and thousand of small outlet.CARBONATED SOFT DRINK (CSD) INDUSTRY Industry Structure There are three major participants in the production-carbonated soft drinks. vending machines fountain service. and not allowed to market to market a directly competitive major brand. the remaining volume is sold through franchises bottles line of soft drink in a defined territory . The principal retail channel for channels for carbonate soft drink are supermarkets. In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated water for immediate sales. convenience store. They are concentrate producers for example roughly one – half if Pepsi – cola’s sale are through company owned bottles .

bring a new entrant is for behind. by world standard. 00. Cadbury.600.SOFT DRINK MARKET INDIA SCENARIO India soft drink industry is witnessing a boom time. Its growth rate is around 20% with which such growth rate.e.000 soft drinks retailers in India and their numbers are increasing day to day. Pepsi. There are about 4. Cadbury. Soft drink industries has already seen and estimated sale of around 240 million crates higher then last year’s sale of 204 million in 1998. All of these companies have seen an enormous potential in this country. which is far below the international standard. The Main reason for such a high growth rate heightened competition between coca-cola and Pepsi. Consequently. Where as Philippines has one soft drink retail counter over a population of 150 people i. India is actually more vivid in taste and preference then any other country market. There fore these soft drinks grants feel that fire capita consumption can only grow up. 0714170014 A REPORT ON COCA – COLA 17 (106) . These three coca-cola. Three major multinational companies are fighting to grab a major chunk of business from Indian markets. volume could reach billion crates with in 10 years. 4. This actually means that there is just one soft drink retailer on a population of 37. Indian per capita consumption of soft drinks is still very low.000 outlet on a population of 60 million. Delhi jar instance. 80. account for about 20% of total soft consumption in term of sales.

The Coca-Cola in India has setup an independent organizations which is H. S. This plant has more sophisticated equipments. & intellectuals on February 14’ 1998 and since then H.C. looking after all its affairs under company owned bottling plant to establish integrated marketing system in the area.C. C.S. 0714170014 A REPORT ON COCA – COLA 18 (106) .C & B. Hindustan Coca-Cola bottling (N-W) Pvt.C.C. land.COMPANY PROFILE Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking product among Indians. In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. Najibabad took the complete possession of this plant. machinery. Ltd. then the plant at Najibabad.$ each by virtue of sellout decision of the passed managing director Sh.C with a capital of 350 U. Aggarwal.

For his efforts. Mr. Whether by design or accident. Dr. He first distributed the new product by carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Pemberton grossed $ 50 and spent $ 73. With in 4 year his merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.96 on advertising. suggested the name and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today. Atlanta chemist as a G. Pemberton’s sold 25 gallons of syrup.Pemberton family for $ 2300.1 soft drink brand ever since. Dr. Pemberton’s Partner and bookkeeper. Dr. Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–legged brass kettle in his backyard.HISTORY OF COCA-COLA Fig 2 John Syth Pemberton Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta.Canler had acquired complete ownership of the Coca-Cola business. He purchases it from the Dr. shipped in bright Red wooden kegs. Red has been a distinctive color associated with the No. 0714170014 A REPORT ON COCA – COLA 19 (106) . producing a drink that was proclaimed “Delicious and Refreshing”. Frank Robinson. carbonated water was teamed with the new syrup. by 1891.

woodruff become the president of the Coca-Cola company in 1923 and his more than six decades of leadership took the business of commercial success making Coca-Cola an institution the world over. during a hot summer in 1894. Coca-Cola begins as a never tonic. Biedenharn of Mississippi was looking for awry to serve refreshing beverages.Robert W. 0714170014 A REPORT ON COCA – COLA 20 (106) . but candy merchant Joseph A. He responded to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta.

There would be 678 bottles or over 42 gallons for each person. The world’s largest spherical coca-cola sign is in Nagoya. The outer shape features the coca-cola logo and contour bottle. 4.FABULOUS FACTS ABOUT COCA-COLA 1. And these bottles were distributed to each person in the world. more 940meter of neon tubing. 5. It is 400 feet wide and 131 feet high and is made from 70. 3. Japan a top the dial – Nagoya building in front of the Nagoya railway station. The first out door paint sign advertising coca-cola still exists. Coca-cola is one of the world’s most recognizable trademarks recognized in countries that account for 98 percent of the world’s population. Chile. Georgia. If all the coca-cola ever produced were in 8.000. 879 light bulbs. 26 ounce bottles. It was painted in 1894 in Cartersville.ounce bottles. One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in America. 0714170014 A REPORT ON COCA – COLA 21 (106) . while the inner sphere portrays a comic scene with twinkling planets and stars. and more then. 2. The sing is a double sphere constructed from more then 46 tone of steel.

If all the coca-cola ever produced were in 8 – ounce bottles. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105 million gallons per second instead of water. it would wrap around the earth 82 times. placed side by side and end to end to from a lane highway.6. The largest representation of the world’s best known package 100 foot tall glass contour bottle is located at world of coca-cola LOS VEGAQS 0714170014 A REPORT ON COCA – COLA 22 (106) . the falls would flow for about a day and a half 38 hours and 46 minutes. 7.

At this time. The coca-cola company received approval from the government in July 1996 to set up a holding company to invest US $ 700 million in downstream operation of beverages In July 1997 the holding company was permitted by the government to operationally its bottling subsidiaries. At the beginning of the twenty-first century. India is home to one of the most ancient cultures in the world dating back over 5000 years. after an absence of 16 years. 30% of the population knew English. In the process. India had created the world’s largest middle class. The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India. second only to China. the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. A British colony since 1769 when the East India Company gained control of all European trade in the nation. it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverage. In addition. Remnants of the caste system existed alongside the world’s top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. 1993. and greater than 40% were illiterate.COCA-COLA HISTORY IN INDIA The coca-cola company reintroduced coca-cola in India on October 23. twenty-six different languages were spoken across India. India gained its independence in 1947 under Mahatma Ghandi and his 0714170014 A REPORT ON COCA – COLA 23 (106) .

and distribution assets but also strong consumer preference. At the time parle was the leader in the soft drink market and had more than 60% of the total shore in soft drink. Coke almost made a clear sweep and made its good as “To become all time all occasion drink not a special treat beverage. In 1991. After a 16-year absence. By striking a 40 million deal with Parle. Coca-Cola come back in the year 1993 after liberalization and was launched at Agra with the slogan "Old wave have come to Indian again". This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India Limca. Coca-Cola returned to India in 1993. As a result. In the decades that followed. Maaza. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. the first generation of economic reforms was introduced and liberalization began. Citra and Gold Spot provided not only physical manufacturing. Coca-Cola joined hands with parle and to enter India after 17 years." Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India.principles of non-violence and self-reliance. the economy was increasingly regulated and many sectors were restricted to the public sector. bottling. This combination of local and global 0714170014 A REPORT ON COCA – COLA 24 (106) .

profitability. the company launched the Kinley water brand and in 2001.000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. diet Coke. Coca-Cola invested more than US$1 billion in India. Shock energy drink and the powdered concentrate Sunfill hit the market. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. 750 crore) between September 2002 and March 2003. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Leading Indian brands joined the Company's international family of brands. Sprite and Fanta.brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. From 1993 to 2003. Coca-Cola India produced its beverages with 7. In 2000. and quality. Encouraged by its 2002 performance. making it one of the country’s top international investors By 2003. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process . including CocaCola. plus the Schweppes product range. 0714170014 A REPORT ON COCA – COLA 25 (106) .

and distribution networks. Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President.000 Indians through its procurement. President and CEO of Coca-Cola India.000 retail outlets serviced by a fleet that includes 10-ton trucks. Seen as the driving force behind recent successful forays into packaged drinking water. joined Coke in 1997 as Vice President. Coke and 0714170014 A REPORT ON COCA – COLA 26 (106) . and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. open-bay three wheelers. supply. Following his marketing responsibilities. In addition to its own employees. Sanjiv Gupta. growing middle class. Marketing and was instrumental to the company’s success in developing a brand Coca-Cola India. villages. Coke indirectly created employment for another 125. and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Gupta and his marketing prowess were critical to the continued growth of the Company. India’s one billion people. and ready-to-serve tea and coffee. powdered drinks. Ten percent of the country’s population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas.The complexity of the consumer soft drink market demanded a distribution process to support 700. and small towns where annual per capita consumption was less than four bottles. The Indian consumer and in tapping India’s vast rural market potential.

annual per capita consumption was only 6 bottles versus 17 in Pakistan. fruit juices. by 2003 91% of sales were made to the lower. and lassi. from 5. the rural market represented a significant opportunity for penetration and a critical battleground for market dominance.000 million and were expected to grow at least 10% per year through 2012. tea. middle and upper middle classes. Soft drink sales in India grew 76% between 1998 and 2002. 173 in the Philippines and 800 in the United States. With its large population and low consumption. In 2001.Pepsi dominated the market and together had a consolidated market share above 95%. In spite of this growth.670 million bottles to over 10. While soft drinks were once considered products only for the affluent. CocaCola recognized that to compete with traditional refreshments including lemon water. 0714170014 A REPORT ON COCA – COLA 27 (106) . 73 in Thailand. competitive pricing was essential. In response. green coconut water. Coke launched a smaller bottle priced at almost 50% of the traditional package.

Maaza at.X of its secret formula. 1994 First time cokes introduce Coca -Cola in Agra. Gold-spot. 0714170014 A REPORT ON COCA – COLA 28 (106) . 1882 1915 Coca-cola company established in Atlanta. 1950 Coca-Cola started the operation in India. name given seven. Citra. 1992 1993 Coca-cola opened its first bottling plant in Pune. Limca. 1977 Coca-cola closed operations in India. Alexgender Samulsus and Earl R.IMPORTANT LANDMARKS OF COMPANY 1876 Johan Stees Pberston discovered the formula of Coke. Coca-cola bought all the Parle Products Thumps up. $40 million.Peassia of "Indian Rout Glass Company designed the present bottle of Coke and also it was the first patent bottle. 1991 Coca-cola came back in India and opened Britco Foods Company.

bags the “Golden Peacock Environment Management Award 2004” The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious “Golden Peacock Environment Management Award – 2004 (GPEMA. Coca-Cola India said. protect and enhance the environment and this simple belief guides us in everything that we do. “We are proud to win this coveted award. 0714170014 A REPORT ON COCA – COLA 29 (106) . Sanjiv Gupta.AWARDS Hindustan Coca-Cola Beverages Private Limited.2004)” for excellent environment practices and effective control of environmental impact. Speaking on the occasion. Quality and Corporate Governance. Division President and CEO. We will continue to further improve our systems and are confident of making a significant positive impact on our environment in times to come. The annual award winner is decided on the basis of a rigorous assessment procedure. The Dasna unit won this award in the Food & Beverage Industry category for its environment practices among hundreds of entries received from across the country. at an official function during the 6th World Congress on Environment Management.” The award will be formally presented to the company shortly by Institute of Directors. which includes a visit to the facility by a team of experts. Mr. Dasna unit. At Coca-Cola we are committed to preserve. an independent body that recognizes the achievements of manufacturing units under the categories of Environment. in association with World Environment Foundation (WEF).

product quality. water use. Strict compliance with TCCQS.The Dasna plant achieved this distinction by adhering to The Coca-Cola Company’s internal global quality program called The Coca-Cola Quality System (TCCQS). has also enabled all the company-owned bottling plants in the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV). TCCQS not only covers environment management. The award has been granted after a thorough evaluation of Dasna plant’s compliance with a WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004 during which several environmental performance indicators were monitored and evaluated according to WEF’s stringent parameters: energy use. The award is given both in manufacturing and service sectors. process capability improvement and customer satisfaction. 0714170014 A REPORT ON COCA – COLA 30 (106) . often rated as a programmed equivalent to the internationally reputed ISO 14001 System. compliance with Government regulations and resource utilization. packaging quality. wastewater discharge. but also takes into consideration other business aspects such as safety and loss Prevention (SLP). GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system.

0714170014 A REPORT ON COCA – COLA 31 (106) . supplier . solid and timeless . when we bring refreshment . that is the key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business. They deserve the highest Quality – every time .THE COCA-COLA PROMISE The coca-cola company exists to benefits and refresh every one it touches. joy and fun to our stakeholders then we successfully nurture and protect our brand . and local business partnership. Our investment in local communities in over 200 countries totals billions of dollars in jobs. Always and every where . particularly coca-cola . facilities . network of bottling partner . and it involves a world-wide . value . the package we develop and the way we bring them to market . distributor and retailers whose success is paramount to our own. thirsty people around the world reach for coca-cola products for refreshment. we pursue continuous innovation in the products we offer the processes we use to make them. the purchase of local good and services. our promise to deliver that quality is the most important promise we make . More then a billion times every day . The basic proposition of our business is simple . marketing. yet distinctively local .

• • • The Symbol of Quality Customer and Consumer Satisfaction A Responsible Citizen of the World 0714170014 A REPORT ON COCA – COLA 32 (106) . Quality is more than just something we taste or see or measure. For us.POLICY The Coca-Cola Company exists to benefit and refresh everyone it touches. We relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality promise in the marketplace is our highest business objective and our enduring obligation.. consumers choose our brand of refreshment because Coca-Cola is.. More than a billion times every day. It shows in our every action.

Acceptability can also be increased through advertising. sponsorships. dispensing systems. The 3 A's are: -  Availability: To increase the availability of Coca-Cola products in an improved or innovative new Packaging. 0714170014 A REPORT ON COCA – COLA 33 (106) . youth market activities. of consumers. community programs and other activities.STRATEGY ADOPTED BY COCA-COLA TO INCREASE THE NUMBER OF CONSUMERS The 3 A's is the underlying strategy for meeting company goals to increase no.  Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends on the likings.  Affordability: The consumer can afford the Coca-Cola products at a very reasonable price. promotions. taste and preferences of the target audience. marketing programs and training and development programs. distribution systems.

In essence.'Both print and electronic media served as battlefields. However. The company was the market leader till 1977.something all of us took for granted. Coke had entered the Indian soft drinks market way back in the 1970s. In the early 1970s. the companies were trying to increase the whole market pie. the US soft-drinks market was on the verge of maturity. For instance. This was because both the companies came out with contradictory market share figures as per surveys conducted by their respective agencies . Pepsi claimed to have increased its market share for the first five months of calendar year 2000 to 49% from 47. as the market-shares war seemed to get nowhere. with the most bitter of the cola wars often seen in form of the comparative advertisements. in the same period.COMPETITIVE SITUATION The cola wars had become a part of global folklore . This modus operand was followed in the Indian markets as well with Coke and Pepsi resorting to more innovative tactics to generate consumer interest. from 55%. for the companies involved. when it had to exit the country following policy changes regarding 0714170014 A REPORT ON COCA – COLA 34 (106) . However.'substantial market share growth seemed unlikely. and as the major players. it was a matter of ‘fight or succumb.ORG (Coke) and IMRB (Pepsi). in August 2000. Coke and Pepsi kept rejuvenating the market through product modifications and pricing/promotion/distribution tactics. Coke and Pepsi offered products that ‘looked the same and tasted the same.3%. while Coke claimed to have increased its share in the market to 57%.

a host of local brands emerged such as Campa Cola. Coke and Pepsi had emerged as truly global brands. Bottling was the biggest area of conflict between Pepsi and Coke. The global advertisement wars between the cola giants quickly spread to India as well. As the wars intensified. having always been number two. Gold Spot and Limca etc.MNCs operating in India. When Coke re-entered India. Thumps Up. Coke was born 11 years before Pepsi in 1887 and. In India the battle was more intense.. The company also acquired Cadbury Schweppes'soft drink brands Crush. Thums Up and Gold Spot. Over the next few years. Following this. in order to avoid defections to the other camp.. almost the entire market went under their control. In this never-ending duel. both companies took pains to maintain good relationships with bottlers. bottling operations held the key to distribution. kept trying harder and harder to beat Coke at its own game. as India was one of the very few areas where Pepsi was the leader in the cola segment Coke re-entered India in 1993 and soon entered into a deal with Parle. Making billions from selling carbonated/colored/sweetened water for over 100 years. an extremely important feature for soft-drink marketing. Canada Dry and Sport Cola in early 1999. 0714170014 A REPORT ON COCA – COLA 35 (106) . a century later it still maintained its lead in the global cola market. However. with the entry of Pepsi and Coke in the 1990s. This was because. which had a 60% market share in the soft drinks segment with its brands Limca. Coke turned into the absolute market leader overnight. it found Pepsi had already established itself in the soft drinks market. there was always a new battlefront opening up somewhere. Pepsi.

4. Pepsi and Coca-Cola both are American company. Coke diet Thums Up Sprite Limca Fanta Mazza Kinley (water mineral) 0714170014 A REPORT ON COCA – COLA 36 (106) . Various brand competitors of COCA-COLA & PEPSI are as under in the following table- SI. 5. and its advertisements the world over were believed to be more popular than Coke's. It was rumored that at any given point of time. Coca-Cola capture 58% share market and Pepsi has only 42% of share market of soft drink. In India. Brand of COCA-COLA Coca Cola Thums-up Brand of PEPSI Pepsi Pepsi diet 7 Up Mountain Dew Mirinda lime Miranda Slice Aquafina (water mineral) 2. 6. 7. 3. There are number of brands of soft drink in the market of various companies. No. 1. The advertising agencies of both the companies (Chaitra Leo Burnett for Coke and HTA for Pepsi) were also reported to have insiders in each other's offices who reported to their respective heads on a daily basis.Internationally. Pepsi earn more profit from its native country where as Coca-Cola get most part of its profit from overseas.. both the companies had their spies in the other camp. Pepsi had always been seen as the more aggressive and offensive of the two. Coca-cola is far head in carbonated soft drink competition where as Pepsi performing well in snack segment in comparison of Coca-Cola..

The plant was erected and commissioned in 1993. LTD. having capacity to operate various operations of the plant.M. owner of registered trademark Coke. The principle materials are purchased from Parle Exports against payment as prescribed rate. Faizabad. Rest of raw materials is purchased from market within and outside of the State.P. He established and registered AMRIT BOTTLER PVT. Kinlay Soda. (ABPL) 1993. Thumps Up. Limca. Harban post office Dhabasemar.26 Crores. The meet of finance eas assisted from PICUP. 0714170014 A REPORT ON COCA – COLA 37 (106) . UPFC & Bank OF INDIA Central investment capital subsides with generator subsidy were also sanctioned and included in means of financer ship.INTRODUCTION OF THE ORGANIZATION The huge profile in the soft drink industry attracted Mr. Total cost of the project at the time of installation was Rs. This unit is franchise of Coca-Cola India. LADHANI towards this business. Bottling carried on support of 40 technician's qualified production plant charge with support of 40 technician's team. Later production started on 22 nd March 1994 with the capacity of bottling unit up to 280 B. 5600 crates of 24 bottles of each per 8 hours schedule. Sprite. Originally all the flavors were bottled in 300ml container.I i.It is located at Allahabad Road. L D.e. 1. The utilization capacity is about 70% of total capacity. near village Chandpur. Fanta.

The director looks after all functional departments i. a structure is necessary upon which the organization is founded. Naresh Ladhani Managing Director of ABPL but overall polices regarding management decision and all the executive function are looked and performed by Mr. it's mainly upon the pattern of the organization. 0714170014 A REPORT ON COCA – COLA 38 (106) . sales. At present Mr. among components of parts of the organization in an established manner. who is well assisted advised by the Managing Director for day today decision & general administration as well as management. Ladhani. one should keep in mind the essential features of a good organizational structure that can meet demand of various factors namely environment technology. production. size & people coming to the organization STRUCTURE OF AMRIT BOTTLERS PVT. personnel. R.. The Managing Director is executive head of the organization. purchase & administration. account.e.ORGANIZATION STRUCTURE For every organization. in a simple term is the pattern in which various parts of components are inter related or inter connected and in this way it is established pattern of relationship. LTD. The existence of a bounded to be in existence in every organization whether planned. In order to make the organizational structure more effective. To have a structure is not a choice of the organizer. The ABPL has a management board. An ideal organization's structure facilitates management and operations of the organization in achieving its common goals. Structure.

0714170014 A REPORT ON COCA – COLA 39 (106) . Sales. advertisement. But the main function of the sales manager is to control over distribution channels.Every head of department reports Director and is responsible for their work. Sales Executive. do marketing in all the area covered by them through SAKET SALES & SERVICES PVT. The purchase officer is the in charge of all the purchase activity of the company & workers according to the requisition raised by the different departments. Bottling process inspection and storage of raw materials & maintenance functions.P. The Plant Head is the head of the production department too he looks after production i.e. & A.L. A. Under it there is a Chief Accountant who maintains the different account of the organization.B.B.L.e. LTD. The Sales Manager is the in charge of all type of marketing activity i.P. promotion. The account department controls over all the transactions. City Sales Executive & supervisor assisting the Sales Manager. has many agencies scattered in all areas. market study & shipping (storing of sold bottles as well as loading & unloading of the vehicles).

ORGANIZATIONAL STRUCTURE CHART Managing Director Sales Department Store Purchase Transport Incharge Production Incharge Assistant Peon Plant Engineer Quality Controller Supervisor Sales Manager Sales Executive ( In each District) Shipping InCharge A/c & Central Chief A/c Officer Personnel Officer Assistant to Chief A/c Officer Chemist Statistician City Sales Executive Advertisement & Supply Events Supervisors Senior Sales Executive 0714170014 A REPORT ON COCA – COLA 40 (106) .

Activated Carbon Powder. FAIZABAD * AKBARPUR *BAHRAICH * BANDA * BASTI * DEORIA * FAIZABAD * FATEHPUR * GONDA * SULTANPUR * GOPALGANJ * GORAKHPUR * MAHARAJGANJ * PADRAUNA * PRATAPGARH * SALEMPUR * SIWAN * SIDDHARTHNAGAR WORKING PROCESS OF A.AREAS OF A.PVT. Sugar.RAW MATERIALS AND PRODUCTION PROCESS The following raw material are required to prepare bottled soft drinks: Water Essence. A. 0714170014 A REPORT ON COCA – COLA 41 (106) .LTD.B.LTD.Production Process B.Sales & Distribution Process C.B. Co2 gas Crown Some chemicals like Hy flow super cell.Sales Promotion & Advertisement A. Caustic Soda etc. Bleaching powder.PVT.

The washing process is also automatically done with the help of washing machine. form this simple water we find beverage water on Zero part per million. Sugar Caustic soda flasks High flow super cell & Activated carbon Power Water treatment Bleaching powder PRODUCTION PROCESSComing to the manufacturing process of the soft drinks. This syrup is prepared by mixing sugar & water in steam jacketed stainless steel vessel.RAW MATERIAL USED FORProduction constituents Washing bottle Syrup preparation Water Essence CO2 gas. All the machines used in bottling plant are fully automatic & indigenous. After the cooling process the concentrate essence supplied by the PARLE Exports (P) Ltd Bombay is mixed in the prepared syrup in the tank. The syrup is then cooled in the exchanger after the process of filtration of the syrup. The cleared bottles & filled bottles are conveyed automatically. The following processes & machines are involved in the bottling procedure. This filtration of syrup is done through stainless steel filter. After this process the soft drink is ready to be filled the washed bottles.  WATER TREATMENTFirstly we take simple water. After the mixing process the dilution of mixed concentrate takes place with the help of treated water. After then mix up Ferrous sulphate 0714170014 A REPORT ON COCA – COLA 42 (106) . For this purpose we mixed up lime water firstly. it may be mentioned that the process to manufacture the various soft drink is more or less the same. The process begins with the preparation of the Syrup.

in simple water (Ferrous sulphate from block and the precipitation out) after then they mix up bleaching powder (30% to 33%) in this simple water (Bleaching powder kills bacteria) after then we find beverage water.

 SYRUP PREPARATIONHigh-grade sugar (carbonated water) is mixed with beverage water after then mix up Hy flow super cell activated carbon powder (to clean the odor. color and! dirtiness of the sugar) after then they heat it 85c, just to kill the bacteria, after then! they find the raw syrup and collect it in the tank (capacity 850 gallon).

 READY SYRUP ROOMThere are few tanks in the room. In this they store the flavor of Thumps up, Limca, Coke, Fanta and soda, In these tanks they mix up raw syrup+ citric acid+base after then they find ready syrup. Each tanks has a capacity of 500 gallon.

 AIR COMPRESSORCompressed air is needed for automation and hi filling machine.

 BOILERBoiler is to generate the steam, it is used in:-Bottle washing machine Syrup Co2 plant.

 REFRIGERATION PLANTRefrigeration plant is used cooling beverage it is carbonated.

 HEAT EXCHANGER-

0714170014

A REPORT ON COCA – COLA

43 (106)

Generally heat Exchanger is used for mixing, of required quantity of syrup and chilled Co2.

 CARBONATED GUM SATURATIONIn this tank Co2 gas dissolved in beverage water and then they get carbonated beverage.

 BOTTLE WASHERDirty bottles are washed and sterilized in hot caustic soda and rinsed with soft water.

 FILLER MACHINEWashed empty bottles are entering in this filter though conveyor's Chain and than it is crowned.

 CROWNEREach bottle is crowned with metallic caps to protect the purity of content.

 ROLLER CONVEYORThat is the movement point of point empty plastic crates. From this point the dirty empty bottles are loaded into washer to the point where filled crowned bottles are collected.

 LIGHT CONTROLIt is only to check if any dirt is left in bottles.

 QUALITY CONTROLIn ABPL strict quality control is done at all levels of process as well as for sealed bottles.

 LAB 1Water checking Raw water (once week)

0714170014

A REPORT ON COCA – COLA

44 (106)

Soft water (2 month) Beverage water (8 month) 2Raw materials checking (27 chemicals are checked in the lab)

3- Crowns, bottles CO2 gas (99.96%) checking. 4- Flavor bricks checking (1/2 an hour) gas testing (1/2 an hour) 5- Syrup premix 6- Bottler

0714170014

A REPORT ON COCA – COLA

45 (106)

Marketing Developer. Sales Manager also takes the decision regarding price & brand. Sales Manager.and Sales Executive. 0714170014 A REPORT ON COCA – COLA 46 (106) . Area Sales Manager. publicity & after sales service etc. This type of organizational structure may be called as a market type organizational structure. Regional Sales Manager.SALES & DISTRIBUTION PROCESS ORGANIZATIONAL STRUCTURE OF SAKET SALES & SERVICES (Pvt. Marketing Executive Manager. No plans & policies can be finalized without the recommendation of the Managing Director. Sales Manager the business activities that direct the flow of goods & services from manufacturer to the consumer.B. Naresh Lodhani.MANAGING DIRECTOR: The Managing Director is also the owner of this company is honorable Mr. Marketing activities of the Sales Manager involves the study & analysis of consumer taste. He keeps the Veto power for the all the matters of the organization. He can change or reject the decision taken by the Sales Manager. These post holders do all the activities of sales and distribution management.).D. It is the duty of the Sales Manager to report all the information about the Sales & Distribution Channels to the Managing Director. The organizational structure of Saket services is very simple and it contains Managing Director (M. its packaging. Sanjeev Garg is the Sales Manager. He controls & directs over all the activities of the company. The function of above post holders as : 1. their demand. 2. Distribution Manager.SALES MANAGER: Sales Manager is also regarded as Marketing Manager who controls over all the activities of the market Mr.)LTD. production of goods.

boards.FUNCTION OF SALES EXECUTIVE: Sales Executive performs very important role in the market. Sales Manager defines the products objectives. racks. Sales manager controls all the functions relating to the market. • Co-ordinate the activities of production finance and service department. 3. distribution strategy & his promotional activities. diversification. pricing objective. analyze their own performance with the set standard and takes corrective action when ever necessary. The soft drink should be easily available when and where consumer wants.Under the total marketing concept the objective is to manage the business in such a way as to make and sell what the consumer want at a reasonable price. cooling freezes & freezer's etc. 0714170014 A REPORT ON COCA – COLA 47 (106) . • Determining the product line strategy and planning for product • Planning sales policies and their implementation. The executives have also the authority to provide promotional materials like glow signs. Sales Executive remains in direct touch retailers and work under the area Sales Manager. posters. that he is willing to pay and with product characteristic that he want in the product (Soft Drink). For proper planning Sales Manager has to perform the following tasks• Marketing research forecasting the demand and developing the marketing activities. He fixes the sale standard for the market and for the sales executives. Sales Executive are given a specific target to Sale the soft drinks in a certain periodDue to direct relation with the retailers these executives can listen the grievances of them. If deviation is positive he tries to maintain it and if it is negative he identifies the causes and remove them. openers & Sales generating aids like Ice box.

The company pays attention towards them & they keep the activities & practices of rivals in mind. ****** 0714170014 A REPORT ON COCA – COLA 48 (106) .Sales Executive is also having the responsibility to find out the market share for thenown product by doing "Intelligence" type studies designed to have a view of competitors marketing practices sales policies. Coca-Cola Company is getting benefit significance with the help of the executives.

HIERARCHY OF SALES Sales Manager Area Sales Manager Sales Executive Sales Man 0714170014 A REPORT ON COCA – COLA 49 (106) .

 Sole Selling Agents.  Semi Whole Sellers.  Retailers.  Authorized Representatives.DISTRIBUTION CHANNELS Producers normally use a number of marketing intermediaries for talking their products to users.  Franchised Dealers.  Marketers. ROLE & IMPARTANCE OF DISTRIBUTION CHANNELS: Distribution channel play a pivotal role in the successful marketing of most products especially consumer products.  Commission Agents All such intermediaries constitute the Distribution channel.  Whole sellers.  Brokers. Market Intermediaries bear a variety of names such as:  Distributors.  Stockiest. Channels perform a wide variety of function: 0714170014 A REPORT ON COCA – COLA 50 (106) .

After the production process the next main step is distribution & sales.)  Channels provide salesmanship (Established new products)  Channels help implements the price mechanism.  Evaluation of company resources and matching the channel design to the resources. Channels provide distributional efficiency to manufacturers.  Identification of channel functions.  Evaluation of distribution environment including legal aspects.  Design to the product. Thus the product must reach to the customer for whom it is made.  Analyzing the product characteristic and linking channel.)Ltd. The production is made to satisfy the need of the customer.  Development of alternative channels designs and Selection if the one that suits the firm most. goods may be passed on to the 0714170014 A REPORT ON COCA – COLA 51 (106) .  Evaluation of competitors channel patterns. DISTRIBUTION CHANNEL OF SAKET SALES & SERVICES (Pvt. MAIN STEPS IN DESIGNING THE CHANNEL  Formulation channel objectives.  Channels (Provide) supply products in required assortment.  Channels help merchandise the product (Reinforcing awareness.e. There are different channel of distribution i.

pricing decision. 0714170014 A REPORT ON COCA – COLA 52 (106) . advertising decision. MANUFACTURER STOCKIST/DISTRIBUTIOR SEMI STOCKIST RETAILER CONSUMER There are two criteria of selection of distribution channel of Coca-Cola Company.).e. sales decision etc & second channel decision involves the firms in relatively term's of commitment to other firms. First the channel chosen for the company's product intimately affects the other marketing decision i. whole sellers or retailer or directly by the producer to the customer (tie up with big hotels etc.customers through stockist.

It has been remarked that they are the marketing arms of the Coca-Cola Co. 1.BY CUSTOMER DIRECTLY: Consumer are very important for any enterprise. In Gorakhpur market most of the household are of middle class & they frequently use soft drink in any simple or marriage party. It is very necessary to choose the best stockiest. In Gorakhpur market while conducting our market survey we observed two types of consumption of soft drink in the market. They also play a very sensitive role of conveying the message regarding the liking &disliking of the consumers. 0714170014 A REPORT ON COCA – COLA 53 (106) . Then the company allots the agency to the best contestant on city level. For this purpose the executive surveys about the potentiality of different stockiest & communicate the information to the higher authority. That's way the agencies also receive the order from the consumers for self-consumption & marriage parties etc.BY RETAILERS TO CONSUMER: Retailers are very important link between the consume and the manufacturer.The decision about distribution channel is very important for the benefit of any organization. 2.

To make the soft drinks of various kind available for the consumers. To provide information concerning the nature & use of the product to the Consumer. • • • Assembling of product from the company. DISTRIBUTION CHANNEL CHART Manufacturer Agency Retailer Retailer Consumer 0714170014 A REPORT ON COCA – COLA 54 (106) .FUNCTIONS OF RETAILERS: • Physical movement &storage of product for the supply to the consumers to meet their requirements.

C. display schemes & Sales generating aids (S. providing system etc. increase in quantity at the same price on the other hand retailers promotional activities include cash discount on purchase.) like openers. Coca-Cola Co has adopted some sales promotion for Coke. Consumers promotional activities are simple e. These Sales promotion activities are for consumers & retailers both. The Sales Executive of Coca-Cola Co. umbrellas & cooling system like fridge. to consumers while introducing the brand of soft drink.g.SALES PROMOTION & ADVERTISRMENT OF COCA-COLA SALES PROMOTION The main purpose of sales promotion activities is to stimulate consumers & dealers effectively. Such activities made the product popular.INCREASE IN SALE: The main purpose of all promotional activities is to increase the sales of Coke by beating the soft drink brand of other company Promotional activities increases sales by changing the elasticity of demand of the Product through various techniques i. as they are close touch with market condition. ice Box etc. discounts. 2. PROMOTIONAL ACTIVITIES SERVE THE FOLLOWING OBJECTIVES: 1.G-A. Sales promotion directed to increase the consumption rate or to attract the new consumers towards the company's product.PROVIDING INFORMATION: The purpose of sales promotion for Coke is to provide information regarding the flavor. purchase premium. report about the different advertising and the promotional appeals. Advertising and sales promotion being a part of marketing mix is integrated with marketing objective and coordinate with other selling efforts such as the effort of sales Executive. deal on carets.e. by distributing free gift. 0714170014 A REPORT ON COCA – COLA 55 (106) . taste and price etc.

Effectiveness of advertising is greater the when it is adequately planned. ADVERTISEMENT The main purpose of every commercial organizational is to promote sales because it is the only way to commercialize the product. In today's competitive world promotional activities play an important role. 0714170014 A REPORT ON COCA – COLA 56 (106) . Hardly there is a business in the modern world without advertisement. More and more promotional activities are required to induce the consumers to purchase more and more products and thus they produce the demand. The problem is not whether to advertise or not but the problem is how advertise with a view to maxim's returns of the money invested for the production. no can survive without advertisement. goods or services by an identified sponsor in the present day advertisement has become an inseparable part of the business in the marketing activities Coca-Cola has also adopted a strategy for advertisement of Coke to compete with Pepsi. An effective coordination of all the three can alone secure the maximum effectiveness of promotional strategy. Advertising is nothing but a paid from of non-personal presentation or promotion of ideas. the promotional Activities help in maintaining the sales of Coke IMPORTANCE OF SALES PROMOTIONAL ACTIVITES OF COKE Nothing happens until 'somebody sales something' the sales promotional activities help in promoting the sales of concern effectively.3. Sales promotion and personal selling which generally constitutes the promotional mix within the marketing mix. In modern business world. Such promotional activities are called advertising. executive and constantly evaluated in terms of objectives.REDUCING SESONAL DECLINE: In slack season. Advertising and sales promotion are indirect and non personal methods of sales promotion.

The importance of sales promotion in modern marketing has increased. Coca-Cola has provided cooling system facilities to the prospective retailers towards the soft drink brand of Coca-Cola and induce him to by Coca-Cola at the point of purchase. At the consumer's level the main idea is to enable the consumer to by more frequently. Thing Go Better With Coke. For promoting sales of coke and preparing ground for the future expansion. MEDIA OF ADVERTISING In Shop Media Out Door Media Broad Cast Media Banners Posters Television Mangling Hoardings Radio Closed Circuit TV Magazines Taxies & Auto Caps Rickshaws Buttons Private Vehicles Budgets Etc. Be Really Refreshed. 0714170014 A REPORT ON COCA – COLA 57 (106) . Danglers Umbrellas Slide Movies Painted Signs Glow Shines Non-Broad Cast Media Video Print Media Vehicular Media Specialty Media New Papers Buses Stickers PUNCH LINE OF COCA-COLA 1936 1942 1943 1959 1962 - It’s The Refreshing Thing To Do . beyond Pepsi. It’s The Real Thing . at the salesmen's level its object is to achieve more sales as teh retailer's level the purpose of sell Coca-Colabrand in Sprite of Pepsi or other soft drink. Global High Sign.

Always Coca-Cola 1998 1999 2000 2002 - Eat Music. Sleep Music. Coke Is It . COMPANY'S OBJECTIVES AND GOALS 0714170014 A REPORT ON COCA – COLA 58 (106) . Catch The Wave. Thanda Matlab Coca-Cola 2003 - Jiyo Thanda Piyo Thanda . I Want Hritik And I Want Coke.1969 1970 1976 1982 1986 1989 1993 - It’s the Real Thing. Coke Add Life . I`D Like To Buy The World A Coke . Jo Chaho Ho Jaye Coca-Cola Enjoy. You Can’t Beat the Feeling. And Drink Only Coca-Cola.

coca-cola is the most admired trademark around the globe. The most common objectives are:* Profitability * Sales * * * * * * Market Share Improvement Innovating To satisfy the customers Risk Diversification Earn 50% growth annually ****** CORE BRANDS Coca-Cola: Developed in a brass pot in 1886. Not to mention the best selling soft drink in the world.The company's mission must be turned into specific objectives for each level of management in a system known as Management By Objectives. recognized and 0714170014 A REPORT ON COCA – COLA 59 (106) .

S debut. The name was then revived in 1955 in Naples. Sprite is now the fastest growing major soft drink in U.when it was used for a few year for a soft drink created from available materials and flavors . a citrus-flovered drink made its U. and acquired by the coca-cola company in 1993. Italy. Diet coke:The extension of the coca-cola name began in 1982 with the introduction of diet coke (also called coca-cola light in some countries). This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. its tangy taste has been popular with Indian teenagers 0714170014 A REPORT ON COCA – COLA 60 (106) . BRAND IN INDIAN ORIGIN GOLD SPOT: This orange cardonate soft drink was introduced in the early 1950c.S and the world’s most popular lemon-lime soft drink. Diet coke quickly become the number – one selling low –calorie soft drink in the world.Sprite: In 1961. Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 . It is now the trademark name for a line of flavored drinks around the world. when it was used for the:” fanta “orange drink we know today. using “Sprite Boy “as inspiration for its name.

MAAZA: Maaza. THUMPS UP: in 1993. juict & natural mango taste. Its strong and fizzy taste makes it unique carbonated Indian cola. launched in 1984 and acquired by the coca-cola company in 1993. The limca brand was introduced in 1971 and acquired by the cocacola company in 1993. which was originally introduced in 1977. the coca-cola company acquired this brand. is a non carbonated mango soft drink with a rich. BRAND IN INDIA 0714170014 A REPORT ON COCA – COLA 61 (106) .LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude.

PRODUCT PROFILE OF COCA-COLA PRODUCT OF COCA-COLA (MAY 2008) 0714170014 A REPORT ON COCA – COLA 62 (106) .

2.(500+100)ml pet bottle 4. The contant of sugar is 10. But in India there is basically "8" Products exists in market.2 g/100g. we can find Coca-Cola Company has more than 400 Beverages in its portfolio. COCA-COLA: THANDA MATLAB COCA. like1.25 Liter pet bottle.The Coca-Cola Company exists to benefit & refresh one it touches.200ml glass bottle 2.300ml glass bottle 3. It is available in different volume in market. The colour of Coca-Cola comes from Specific concentrate.75% W/V).COLA JO CHAHE HO JAYE COCA-COLA ENJOY SAR UTHA KE PIYO It has brown colour with ingredients of (Water + Sugar + Concentrate + CO2). Today. The flavor of Coca-Cola due to CO2 which are dissolved in syrup at less than 5*C with (3. 0714170014 A REPORT ON COCA – COLA 63 (106) .

300ml glass bottle 3. It is available in different volume in market.(500+100)ml pet bottle 4.9 g/100g.95% W/V) which makes the Cola flavor very heavy.25 Liter pet bottle. The Content of sugar in Thums-Up is 9. 0714170014 A REPORT ON COCA – COLA 64 (106) . The colour of Thums-Up comes from concentrate. like1.200ml glass bottle 2.2. The high content of CO2 (3.THUMS-UP: “I WANT MY THUNDER" "THUMPS UP TASTE THE THUNDER" It has dark brown colour with ingredients of (Water + Sugar + Concentrates + CO2) .

25 Liter pet bottle.2.2% W/V) that makes its flavor different volume in market.300ml glass bottle 3. like1.200ml glass bottle 2. 0714170014 A REPORT ON COCA – COLA 65 (106) .FANTA: “KUCH BH1 HO SAKTA HAI MASTI KA APNA TASTE” It has Orange colour with light Concentrate of CO2 (2.(500+100)ml pet bottle 4.

It has a 15%.25 Liter pet bottle.95% W/V) that makes its flavor lemony and tasty.2. After the introduction of the "MIRINDA LIME" BY PEPSI. It is available in different volume in the market.(500+100)ml pet bottle 4.18% share in the market.3g/100g.LIMCA: “JUST TAKE IT EASY” It has light gray colour with CO2 (3.300ml glass bottle 3. The Content of sugar is 10. 0714170014 A REPORT ON COCA – COLA 66 (106) . it is now facing a competition and step should be taken to promote its sale. 1-200ml glass bottle 2.

300ml glass bottle 3.8g/100g. It is available in different volume in market. The content of sugar is 11.(500+100)ml pet bottle 4.75% W/V) which makes nice flavor. like1.200ml glass bottle 2. 0714170014 A REPORT ON COCA – COLA 67 (106) . It contain CO2 (3.25 Liter pet bottle.2.SPRITE: "DHIKAWE PE MAT JAO APNI AKHAL LAGAO” It is colour less with packaging in green colored bottle.

It doesn't contain CO2.200ml Tetra Pack (Aseptic Pack) PULPY ORANGE: It is of light yellow colour with decent taste of orange.MAAZA: "BOTTLE ME AAM MAAZA HAI NAAM” It is of yellow colour with decent taste of Mango. It's availability of packing in market are1-(500 + 100)ml pet bottle 2. It's availability of packing in marketare1.250ml glass bottle 2. It doesn't contain CO2.125ml tetra pack (Aseptic Pack) 0714170014 A REPORT ON COCA – COLA 68 (106) .

KINLEY SODA: It is colour less & available in the market in 300ml glass bottle. 300 ml 2. 1 liter 0714170014 A REPORT ON COCA – COLA 69 (106) . It's available in the following volumes in the market arePack Availability of Kinley Mineral Water 1. Pack Availability of Kinley Soda 1. 600 ml KINLEY MINERAL WATER: It is a mineral water containing treated water and minerals.

A REPORT ON COCA – COLA 70 (106) 0714170014 . 1-ATTRIBUTERS: A brand brings to mind certain attributers. safety and prestige. 2-BENEFITS: Attributes must be translated into functional and emotional benefits. or design or combination of them. symbol. A brand is a complex symbol that can convey up to six levels of meaning. ****** RED (RIGHT EXECUTION DAILY) OBJECTIVES OF STUDY • The main objective of this RED project is to increase the sales of the company. qualified/ beverage. intended to identify the goods or services of one seller or a group of sellers' and differentiate them from those of competitors. 3-VALUE: The brand also says something about the producer's value like high performance. Thus a brand identifies the seller or market. term.BRAND & LOYALTY BRANDS A brand is a name. 4-CULTURE: The brand may represent a certain culture of the country to which it belongs. For example Coca-Cola suggests a respectable. 6-USER: The brand suggests the kind of consumer who buys or user the product. sign. 5-PERSONALITY: The brand can project a certain.

. SIGNIFICANCE OF THE STUDY • This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction. Fanta. To collect data from retailers for the activation of new channels of distribution. To ensure the availability and visibility of the product.• • • • • • To advertise the various products of the company. The study helps to fond out the problem of the counter and to find out the requirement for more sale RED helps to maintain the outlets in a well designed way to attract the consumers. This study helps the company to know their actual position in the market. Coke. Sprite. A REPORT ON COCA – COLA 71 (106) 0714170014 . To find out the present sales status of ThumsUp. • • • This study ensures the availability of the product in the market. Limca. Maaza at the retail outlets in the area. To analyze the effect of scheme SCOPE OF THE STUDY • • • By this study company can know its growth. To study the pre-sale concept of the coke. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.

30 points 2.50 points 3.AVAILABILTY . The scoring sheet was provided on the basis of which scoring can be done.• • This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer. MY ROLE IN PROJECT “RED” IMPLEMENTATION – First and foremost task for me was to implement the project in the given area with the support of MD’s (MARKET DEVELOPER).ACTIVATION – 20 point MARKET AUDITING (TRACKING PERFORMANCE) – 0714170014 A REPORT ON COCA – COLA 72 (106) . Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization. I did scoring on the scoring sheet.VISI COOLER . Scoring is done out of 100 marks and they have been further divided in 3 components 1. • • I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution. This project directly deals with the interaction of different kind of people. Various norms for different outlets had been fixed but their implementation was very important.

AVAILABILTY . and I also took out the orders from retail outlets and to check out the activation. FINDING LOOPHOLES – Finding loopholes in the system like absence of coordination between MD’s and SALES TEAM and report to higher officials (Mr. else he suggested me the alternatives. If I could solve them then I reported them to my company guide. 0714170014 A REPORT ON COCA – COLA 73 (106) . Vindhya Srivastava) BRAND CONTACT .I had to interact regularly with shopkeepers to know their problem and try to solve them. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.I also need to give company weekly availability report of various brands.Tracking performance of the MD of corresponding area was also my responsibility.

Topics  Relevance of Topic 0714170014 A REPORT ON COCA – COLA 74 (106) .

4. 2. 3. It focuses on the retailers & Distributor relationship.With the help of this study one can know about the distribution network of distributors. 0714170014 A REPORT ON COCA – COLA 75 (106) . It provides a Better way of distribution network.It throws light on the needs & demands of consumers & retailers.The study provides the solutions & better ways to reach the ultimate consumer and to maintain status of the market leader.The market position of Coke brands and its impact.RELEVANCE OF THE STUDY The important aspects of the study are as follows: 1.

Topics  Objective of Research  Research Design  Sampling Techniques & Sample Size  Research Instrument – Survey  Data Collection Method  Scope  Limitation 0714170014 A REPORT ON COCA – COLA 76 (106) .

* To get the suggestions from retailers to improve the market share of Coca-Cola.G. Following are objective that we want to achieve:- MAIN OBJECTIVE* To find out the market share of Coca-Cola products in the market in comparison to the Pepsi product.OBJECTIVES OF THE STUDY The study is concentrated in Gorakhpur market of North eastern U. 0714170014 A REPORT ON COCA – COLA 77 (106) .) SECONDARY OBJECTIVE* The find out the more potential market & retailers.P.A. • The whole survey was mainly based on retailers & distributor of the soft drinks. * To find out the current status of the Sales Generating Assets (S. * To identify the satisfaction level of retailers in terms of Sales Generating Assets.

RESEARCH DESIGN RESEARCH DESIGN Research Type Data Type Data Collection Method Sampling Technique Sample Size : : : : : Exploratory Research Primary Data & Secondary Data Personal Interview Method Judgment Sampling 200 Outlets ****** 0714170014 A REPORT ON COCA – COLA 78 (106) .

Hari Om. Prabhat Agency. A research can be carried out by different methodologies. It can be defined as a systematic effort to collect the valuable information's. SURVEY PROCEDURE RESEARCH OBJECTIVE : Personal Interview Method : Competitive Analysis of Coca-Cola with Pepsi in Gorakhpur Market. which have their own pros and cons. Enterprises 0714170014 A REPORT ON COCA – COLA 79 (106) . Gorakhnath 2. Mantu Agency. Girdharganj 3. to get the required data. a survey has been carried out in Gorakhpur. DEVELOPING RESEARCH PLAN: SAMPLE UNIVERSE Sample Unit Sample Size : Gorakhpur : City Market : 200 Outlets NAME OF DISTRIBUTOTS COVERED 1.RESEARCH METHODOLOGY Research is common parlance a scientific investigation for knowledgement. The present project work aims to take the retailers response with respect to Coke products and it distribution.

Information from the survey will help management estimate its overall market share and its share within individual markets. usually a year. Market os sales potential must be stated for a given product or groups of products for a given area for a given period of time. It the firm’s market share objectives are not being attained. 0714170014 A REPORT ON COCA – COLA 80 (106) . Information’s obtained by survey are useful because they can help managers determine it past efforts have been successful in obtaining desired degree of distribution coverage and support. and to improve understanding of marketing a process. Management can use this information to evaluate past achievements and to pinpoint market in which the firm’s progress has been noticeably above or below average.SCOPE OF RESEARCH Marketing Research is the function which links the consumer and public to the marketer through information-information used to identify and define marketing opportunities and problems. Management will have to know it the cause of the problem is poor consumer response or inadequate distribution coverage and support. In other word market potential is the maximum demand response possible for a given group of costumers with in a well defined geographic area for a given product or service over a specified period of time under well-defined competitive and environmental conditions. monitor marketing performance. and evaluate marketing actions. management are not being attained. Marketing management is interested in obtaining sales potentials for each of the geographic markets its serves to help determine amount of sales efforts that should be allocated to a specific market. generate refine.

specially it market share objectives are not being met. market potential. Management should first determine which of these is the problem cause of the lower-than-expected market share. This can be useful troubleshooting information.These important information can help managers determine it past advertisement and promotions have been successful in achieving the desired levels of awareness trade and repurchase among target market members. In such a situation. the problem is likely to result from poor distribution coverage and/or poor consumer response. distribution performance and consumer response. unfavorable attitudes toward the products or low acceptance of the benefits and feature. management will want to know it the poor sales record results from low consumer awareness of product. Then by comparing the pattern of marketing expenditures in the problem market with the distribution performance and consumer response information’s as associated with the market managers may be able to pinpoint those parts of previous marketing plans that had not been given sufficient budget or that had not been carried out as intended of that were not as effective as intended. Information obtained by survey can be used in conjuction with information regarding market share. It market share objective are not being achieved in a certain market. 0714170014 A REPORT ON COCA – COLA 81 (106) .

 Refusal to co-operate  Concerned person is not available  Incompetence or in capabilities of the respondent Others limitations  Less sampling because of limited span of time.  The respondents may be biased or influenced by some other factor.  The information is collected only from retailers.LIMITATIONS Considering the fact that nothing is perfect in this world every individual is bound to make mistake at some point. we are not exception for this problem faced were associated with the data collection process. Non – Respondent error – It occurs when respondent does not responds to some question. Some times respondents were not in a position to reply with fully confidence. 0714170014 A REPORT ON COCA – COLA 82 (106) . Response error – When respondent does not give the correct answer. which can be divided into two categories.  The questionnaire technique and observation method was used. The problems associated with the respondents are the non-sampling Error.

Topics  Sample Profile  Graphs &Tabulation of Primary Data  Interpretation & Findings  Conclusion  Suggestions 0714170014 A REPORT ON COCA – COLA 83 (106) .

Maniram. 2.mohripur . Categorization of Retailers. FINDINGS To convert the available data into useful information the analysis is done with respect to different aspects.FCI road Bargadwa. 0714170014 A REPORT ON COCA – COLA 84 (106) . Kauriya jungle . 5.SAMPLE PROFILE 1. 3. 4. 7. 6. Total number of outlets (Selected Area) Number of outlet visited Number of respondent Sample Technique Universe of study Type of survey Sample unit Area of sample 350 130 100 Judgment Sampling Gorakhpur city Outlets 150 Gorakhnath . 8. peepi ganj.

5% 66.5% 18.0% Coke 16% Coke Pepsi 19% Both 65% Pepsi Both 0714170014 A REPORT ON COCA – COLA 85 (106) . CATOGORY OF RETAILERS Coke Monopoly Pepsi Monopoly Both Available NO OF RETAILER 66 74 264 PERCENTAGE 15.The first aspect here is to categorize the retail outlet into the monopoly counter of Coca Cola & Pepsi.

Maniram 2. 5. 3. 4. MR RAKESH NAME OF AREA Maniram Bargadwa Kauriya jungler Mohripur Peepi ganj Gorakhnath % OF COKE PRODUCTS 65% 54% 55% 60% 20% 40% % OF PEPSI PRODUCTS 35% 46% 45% 40% 80% 65% Where 1.SHIV AGENCIES PROP. Bargdawa Kauriya jungle Mohripur Peepi ganj Gorakhnath 0714170014 A REPORT ON COCA – COLA 86 (106) . 6.

6. 5. 3.R. 8. 4. Maniram 2. Bargdwan Kauriya jungle Peepi ganj Gorakhnath FCI Road Humanyun pur Gorakhnath Mandir 0714170014 A REPORT ON COCA – COLA 87 (106) . AGENCY PROP. 7. MR RAHEEM KHAN NAME OF AREA Maniram Bargdwan Kauriya jungle Peepi ganj Gorakhnath FCI Road Humanyun pur Gorakhnath Mandir 80% 60% 40% 20% 0% 1 2 3 4 5 6 7 8 Coke Pepsi % OF COKE PRODUCTS 55% 48% 56% 45% 62% 52% 68% 54% % OF PEPSI PRODUCTS 45% 52% 45% 55% 38% 48% 32% 46% Where 1.K.

MR VIRENDRA TIWARI NAME OF AREA Mansrover Rasulpur Suraj kund Gorakhnath Rajendra Nagar Bargdwa % OF COKE PRODUCTS 48% 56% 55% 45% 62% 52% % OF PEPSI PRODUCTS 52% 45% 45% 55% 38% 48% Where 1. 4.PRABHAT AGENCY PROP. 6. 3. Rasulpur Suraj kund Gorakhnath Rajendra Nagar Bargdwa 0714170014 A REPORT ON COCA – COLA 88 (106) . Mansrover 2. 5.

M.E.C. MR MANTU SINGH NAME OF AREA Nanda Nagar Kuranghat Air Force Singhadia M. 4.M. 5. 3. Kuranghat Air Force Singhadia M.MANNTU AGENCIES PROP.M. Nanda Nagar 2.M.E. 0714170014 A REPORT ON COCA – COLA 89 (106) . % OF COKE PRODUCTS 30% 40% 55% 58% 40% % OF PEPSI PRODUCTS 70% 60% 45% 42% 60% Where 1.C.

5. MR RUPESH NAME OF AREA Padri Bazar Asuran Chowk Gita Vatika Rapti nagar Shahpur % OF COKE PRODUCTS 25% 52% 55% 45% 60% % OF PEPSI PRODUCTS 75% 48% 45% 55% 40% Where 1. 4. Padri Bazar 2.SHREE RAM AGENCIES PROP. Asuran Chowk Gita Vatika Rapti nagar Shahpur 0714170014 A REPORT ON COCA – COLA 90 (106) . 3.

Bus Stand Mohaddipur Charphatak University 0714170014 A REPORT ON COCA – COLA 91 (106) .HARI OM ENTERPRISES PROP. Railway Station 2. 4. MR MANOJ NAME OF AREA Railway Station Bus Stand Mohaddipur Charphatak University % OF COKE PRODUCTS 58% 65% 55% 48% 52% % OF PEPSI PRODUCTS 42% 35% 45% 52% 48% Where 1. 5. 3.

SHIVANG NAME OF AREA Alinagar Tarang Durga Badi Zafra Bazar Beniganj Andhiyari Bagh Tiwaripur % OF COKE PRODUCTS 60% 52% 51% 48% 45% 55% 60% % OF PEPSI PRODUCTS 40% 48% 49% 52% 55% 45% 40% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 Coke Pepsi Where 1. 6. 4. 3. 5. Tarang Durga Badi Zafra Bazar Beniganj Andhiyari Bagh Tiwaripur 0714170014 A REPORT ON COCA – COLA 92 (106) . 7. Alinagar 2.GANESH AGENCIES PROP.

106% Pepsi 48% Coke 52% Coke Pepsi Comparison between Coke and Pepsi Market Share 0714170014 A REPORT ON COCA – COLA 93 (106) .893% 48.The following picture can also represent market Share Coke’s Market Share Pepsi’s Market Share 51.

CONCLUSION
SWOT ANALYSIS
The overall evaluation of a company’s Strength, Weakness, Opportunities and Threats is called SWOT Analysis. The SWOT Analysis is further divided into two parts :-

 Internal environment analysis  External environment analysis

Internal environment analysis (analysis of strength and weakness)
It is one thing to discern attractive opportunities and another to be able to take advantage of these opportunities. Each business unit needs to evaluate its internal strength and weakness. As the research is conducted following strength and weakness of the Coke Company is found.

0714170014

A REPORT ON COCA – COLA

94 (106)

STRENGTH
Thums-Up & Limca which are the product of Coke are having a reputation of "Swadeshi Brand" in the consumers mind because of its tie-up with the Indian company Parle Exports.  Coke is having more number of bottling plants in compare to Pepsi that is why it has a strong distribution network.  Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers more target customers. Those consumers who prefer hard Cola drink choose Thums-Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.  The packaging of Coca-Cola is in accordance to the taste of the rural people because of its red color logo.  The no. of specific outlets for Coke is more compare to Pepsi. Thus larger markets share in the area covered by Coke.  About 70 to 80% of consumers prefer the taste of the drinks of Coke Co.

0714170014

A REPORT ON COCA – COLA

95 (106)

WEAKNESSES
 Less personal contacts with retailers.

 Service is not good.

 Company officials do not visits outlets regularly.

 Less advertisements Channels.

 Bad and delay in claim settlement.

 No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.

 Less availability of dealer board, glow signboard, painting etc.

OPPORTUNITY
 High growth rate for fruit drink market.

 Gorakhpur city has a great population of youths in U.P.

0714170014

A REPORT ON COCA – COLA

96 (106)

hotels & bars then it can get a regular customer. office canteens. juices.  Targeting the upper middle class for home take segment.  Seasonal sellers generally do not have proper cooling system.  The main threat to coke is from beverages like tea. coffee & fruit.  Coke must try to approach those outlets that are selling only Pepsi.  Indifference among distributor and fat dealers. Gorakhpur city has good market share of Slice in India. If they get a small fridge then they can sell more.  Different effective promotion schemes of competitors.  If Coke covers the schools.  Better facilities provided by the competitor to their distribution this might lead to switch over to slice distribution towards competitors. THREATS  High growth of competitor's products. 0714170014 A REPORT ON COCA – COLA 97 (106) .

 Specking should be changed and new attractive bottles should be introduced.  There should be proper allocation of each activity on the basis of city & population.  Advertising equipment of Coca-Cola product should be distributed properly among the 0714170014 A REPORT ON COCA – COLA 98 (106) . SUGGESTIONS  The company should move with societal marketing concept "The Societal Marketing Concept holds that the organization's task is to determine the needs wants & interest of target market and to deliver the desired satisfaction efficiently than competitors in a way that preserves or enhances the consumer and Society's well being."  Retailers have emerged as major opinion leader and high retailer margin should be given to motivate these retailers. It is very tough for Coke to get more market share since Pepsi is already having a very good position in the mind set of consumer.  A larger number of retailers are not having any type of Sales Generating Assets from Coke that results in lesser sales.

& to motivate the retailers selling only Pepsi.  There should be proper visit of Area Sales Manager at least once in a month to sort out the problem of retailers like leakage replacement etc. 0714170014 A REPORT ON COCA – COLA 99 (106) .retailers.

Marketing Management.com www.com Magazine: • • Business World Business Today Newspaper: • Economics Times 0714170014 A REPORT ON COCA – COLA 100 (106) . Ltd.coke. Websites : • • • www.cococolaindia.tropicana. Research Methodology. • Kothari. Delhi. Pearson Education Pvt.. Wishwa Prakashan Pvt. Ltd.com www. New Delhi.BIBLIOGRAPHY Books: • Kotler.R. C. Philip.

0714170014 A REPORT ON COCA – COLA 101 (106) .

Topics  Specimen of Questionnaire (Retailer Survey) 0714170014 A REPORT ON COCA – COLA 102 (106) .

…………………………. COCA-COLA PEPSI Others 6.. ii. iii. …………………………. Which brands customer ask for more i. Brands Coca Cola Pepsi 5... 4. Address: ……………………………………………………………………………………. COCA-COLA PEPSI Other 0714170014 A REPORT ON COCA – COLA 103 (106) .QUESTIONNAIRE RETAILER SURVEY Questionnaire Format Date: …………… Name of retailer/shop ………………………………………………………………. How many curettes’/cases you sell daily/week.. ii. 2. In which company do you get more benefit i. How many soft drink companies are in the market? • • • …………………………. Which one is the largest selling brand?.. Do you keep all products of all these companies? (Y/N)…………… 3.. 1. iii.…………………………………..

Problem with distributor or something else ………………………………………………………………………………………… Remarks …………………………………………………………………………………………………………… ……… 0714170014 A REPORT ON COCA – COLA 104 (106) .7.

0714170014 A REPORT ON COCA – COLA 105 (106) . In last I take consumer & retailers feedback.stand rack. wall painting. We tried to solve retailers problem and we checked sales promotion scheme is they getting. We also checked amtey & annual sales of cold drinks and water. rack. counter rack & poster.EDS SURVEY • • • • • In this survey we checked warm and cold stock of coke & Pepsi. We also checked sign board.

Share CCI PCI 0714170014 A REPORT ON COCA – COLA 106 (106) . Outlet Names & Address Ph.EVERY DEALER SURVEY S.A. CCI PCI Signage CCI PCI Mkt. No.N. Type of Channel Field Stock CCI PCI Empty Stock CCI PCI PET CCI PCI Juice CCI PCI Soda CCI PCI S.G.

Sign up to vote on this title
UsefulNot useful