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GLIMPSES OF THE BIRTH OF COCA COLA
Coca-Cola began it's existence in a three-legged brass pot in the backyard of John S. Pemberton on May 8, 1886. Pemberton was a pharmacist trying to create a new headache tonic. Pemberton took his creation to the now famous Jacob's Pharmacy (pictured below), about 2 blocks from his home. There the syrup was mixed with cold tap water and sold to ailing customers for 5 cents. As the story goes, a customer in great pain came in and ordered the syrup and the soda jerk accidentally mixed it with carbonated water instead of regular tap water. The customer loved the new drink, declaring it "Delicious and Refreshing!" Frank Robinson, Pemberton's partner and bookkeeper, suggested the name "Coca-Cola", taking each part of the name from a key ingredient in the product and proclaiming that the two C's would look good in advertising. Mr. Robinson penned "Coca-Cola" in the unique flowing script that is now famous worldwide! By 1886, sales of Coca Cola averaged nine drinks per day. That first year, Dr Pemberton sold 25 Gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No-1 soft drink brand ever since. For his effort, Dr Pemberton grossed $5o and spent $73.96 on advertising. In 1891, Atlanta based entrepreneur, Asa G. Candler had acquired complete ownership of the Coca Cola business. Asa Candler's merchandising flair helped expand the company to every state and territory by 1919. In that year, Candler sold the company to Ernest

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Woodruff and a group of investors for $25 million and in 1923 Robert Woodruff (Ernest's eldest son) became president of the company. Robert Woodruff's more than six decades of leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over!

J.S. Pemberton

Asa G. Candler

Frank Robinson

JACOBS’ PHARMACY(1886)

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a bookkeeper by the name of Fran M. the Coca. Having the museum located in Atlanta is fitting because long before anyone had ever heard of Coca Cola. Dr. 4 . The result was Q thick caramel colored syrup. Pemberton's partner. as it is called is located in Atlanta.HISTORY OF COCA COLA COMPANY In the year of 1990. The drink was sold to customers for a nickel a glass. It is also said to be a tribute to the countless number of consumers who drink Coca Cola. a doctor by the name of Johan Stythe Pemberton. who was a druggist in Atlanta.Cola Company opened up a museum-like building which was designed to be a tribute to its famous soft drink product. Dr. mixed up his own concoction of medicinal syrup in May in the year of 1886. in his potion. The world of Coca Cola. And. which are both strong stimulants. Pemberton used African Kola Nut extracts and coca leaves. The purpose of the potion was to be an effective tonic which would help a person's brain and nerves function better. its tribute to the soft drink is because it is so popular that it is now served daily in nearly two hundred countries. Robinson. Dr. over one hundred years after the soft drink was invented. Georgia right amidst the tourist district. came up with the name of Coca Cola for the syrup from the names of its two basic ingredients. Pemberton poured some of the Coca Cola syrup into a jug and took it to Jacobs Pharmacy in town. The pharmacy made Q fountain drink which mixed some of the Coca Cola syrup with plain water.

which was used in 1929. Italy. Cola-Cola was bottled in Cuba and in Panama.True or not. Its popularly would not stay within the United States for long. it has been said that a customer came into the pharmacy one day complaining or a headache. the famous soft drink was bottled in forty country. then in the Phillipines. Bottling operations were soon start ed in Hawall the next year. Colombia. John Styth Pemberton (former confederate officer) invented "Coca Cola" syrup using melted sugar. because in the year of 1906. in 1886. 1886. and Burma in later years. water and other ingredients. It was marketed as a "brain and nerve tonic" in drugstores. Dr. and "Always Coca -Cola" which was used in 1993 when sales from this soft drink exceeded ten billion cases worldwide. Haiti. Advertising for the cola has included many product slogans including "The Pause That Refreshes". he began to sell of f his company. By the year of 1940. By the next year. 5 . The first year. He asked for a glass of Coca Cola to be made with carbonated water instead of plain water and the carbonated version of the soft drink was born. Five years later.Candlar. the Honduras.Pemberton sold twenty five gallons of his syrup which earned him total revenue of just fifty dollars. which was used in 1979. France. Bermunda. had acquired total control of the Coca Cola became a patented product in the United States. Atlanta druggist Dr. Belgium. because of h is poor health condition. "Have A Coca Cola And A Smile". In brief the history could be defined under following headings• On May. Sales averaged nine drinks per day. though. man by the name of Asa G. Mexico.

was he person who suggested the name “Coca Cola" which was chosen because both words actually named two ingredients found in the syrup. Candler bought the company from Dr. at Jacob's Pharmacy in Atlanta. and soon after "Coca Cola" was in fizzy.• Frank M. Coca Cola produced its first calendar. Asa G. Candler had acquired a fortune of some $ 50 million. the clerk suggested using soda water. In 1888. Pembertons's bookkeeper. Robinson. • One summer. The man remarked it really tasted great. Rather than walk to the other end of the counter in order to mix it with cold tap water. he asked the "soda jerk" to mix up a glass on the spot. • • The first year's gross sales were $ 50 and advertising costs were $ 73. a Georgia native. 6 .96. • In 1891. a customer walked into a drugstore complaining of a headache and requested a bottle of "Coca Cola" syrup. was another early investor in the company. both strong stimulants. • "Coca Cola" was first sold for 5 Cent a glass as a soda fountain drink. The original formula included extracts of the African kola nut and coca leaves. Pemberton died by 1914. "Coca Cola" was one of thousands of exotic patent medicines sold in the 1800's that actually contained traces of cocaine. carbonated form. To get instant relief. Baseball hall of farmer Ty Cobb. in 1886. They were the coca leaf and the Kola nut Robinson spelled Kola with a "C" to look better in advertising.Pemberton. Later that same year Dr. Georgia.

the use of cocaine was controversial and "Coca Cola" decided to use only "spent coca leaves". 7 .• In 1894. Mississippi. In 1919. Woodruff was appointed president of "Coca Cola" on April 28. Griggs Candler's family sold the interest in "Coca Cola" to a group of businessmen led by Earnest Woodruff for $ 25 million. It also stopped advertising "Coca Cola" as a cure for headaches and other ills. after his death. 1923 and stayed on the job until 1955. • By 1903. owner of the Biedenharn Candy company in Vicksburg. first bottled "Coca Cola". Joseph A Biedenharn.

1992 1993 1994 8 . Coca Cola bought all the Parle Products Thumps up.X of its secret formula. Limca. Alexgender Samulsus and Earl R.Peassia of "Indian Rout Glass Company designed the present bottle of Coca Cola and also it was the first patent bottle. Coca Cola started the operation in India. 1991 Coca Cola came back in India and opened Britco Foods Company. John Pemberton 1882 1915 Coca Cola company established in Atlanta. name given seven. Gold-spot. Maza at. 1950 1977 Coca Cola closed operations in India. Citra. Coca Cola opened its first bottling plant in Pune. $40 million.IMPORTANT LANDMARKS OF COMPANY 1876 discovered the formula of Coca Cola. First time Coca Colas introduce Coca -Cola in Agra.

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At that time people were suffering from many diseases. which were popular in the United States at the time due to the belief that carbonated water was good for the health. essentially a nonalcoholic version of French Wine Coca. when Atlanta and Fulton county passed prohibition legislation. Pemberton responded by developing Coca-Cola. a drugstore in Georgia by John Pemberton. Pemberton claimed Coca-Cola cured many diseases. 10 . Its history dates back to civil war in USA in 1860s. since no remedy was present at that time. dyspepsia. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal. neurasthenia.Problem at that time was how to cure all these disease. 1886. and impotence. The first sales were at Jacob's Pharmacy in Atlanta. headache.In 1886. on May 8.HISTORY OF SOFT DRINKS The history of soft drinks began with the end of the last century. It was a big question for American people. A new brand named PEPSI COLA was born in the year 1887. originally as a coca wine called Pemberton’s French Wine Coca. Georgia. It was initially sold as a patent medicine for five cents a glass at soda fountains. The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company. including morphine addiction.

Just after this many more companies entered the soft drink market. was the first Indian company to introduce a lemon soft drink and this drink was known as Limca and it was introduced in 1970. At this time a new soft drink was introduced by Parle products and this was colour. Before Coco Cola entered the country to dominate the scene in 1950. drink 11 . But in the year 1988 Pepsi was given permission to sell its soft drinks in the Indian market by the Government of Indian. In the year 1977 Coca Cola left Indian market and this brought in an opportunity for various Indian companies to show their caliber. As if happy days went away with Coca Cola. Push and Sprint. Parle Exports Pvt. Previously there was no competition in the Indian soft drink market but with all companies coming in the Indian market a huge competition was place with college advertisements. Another company Mohan Meakins also came up with a Soft drink named Mary & Punch up. This soft drink was named as Gold Spot. which introduced the soft named Campa Cola along with orange and lemon flavours. This drink was introduced with a mighty saying "happy days are here again". A soft drink name double. There was another company named Pure Drink. Coca Cola also come back in the year 1993. I had been introduced by a company Modern bakers.INDIAN HISTORY Around 1948 the first branded soft drink was introduced in the Indian market. McDowell came with thrill.Ltd.

Coca Cola had captured more than 45% of market share in India Then Coca Cola left India following public regulations the company was required to Indianise or close operation come to an end in July 1977. therefore. Kanpur and Delhi. it setup four bottling plants at Bombay. Coca Cola did not faced much competition and they were accepted in Indian market more easily. The brand was accepted by all age group. At the time Parle was the leader in the soft drink market and had more than 60% of the total share in soft drink.COCA COLA IN INDIA The Coca Cola Company entered India in early 1950. Calcutta. In 1950. 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". The full credit must go to Coca Cola for making soft drinks popular in Indian by end of 1977. Coca Cola almost made a clear sweep and made its goal as "to become all time all occasion drink not a special treat beverage. Coca Cola joined hands with Parle to enter India after 17 years. by striking a 40 million deal with Parle. as there were negligible companies in the Indian market." 12 .

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Both the companies are following different path for reach the same destiny. i. Though having so much difference and distances with each other . Both the players are spending energies in building capacity.they both consider India a huge potential market . Both the competitors have a distinct vision and properties about the Indian soft drink market.e. but Pepsi has a multi-product portfolio with a handsome portion from the same business. India holdings as a subsidiary for company owned bottling operations (COBOL). The thirst quenchers are trying hard to have the major piece of the apple of overall carbonated soft drink market. Coca Cola. infrastructure. The warriors are face to face once again here in India with different strategies and tactics to attack the rival.they are putting in their best effort to woe the India consumer 14 . The two are posing threats for each other in every nook and corner of the world.as per capita consumption here is a mere three serving annually against the world average of 80. Countering it Pepsi has taken the battle in its own hands by floating as investment of $9. While Coca Cola has been earning most of the part of its bread and butter through beverages sales. being 11 years older than Pepsi. has been dominating the scene in most of the soft drink market of world and enjoying the leadership in terms of the share..5 billon to set Pepsi Co. which has been narrowing the gaps regularly.therefore . to fetch the bigger portion of the aerated soft drink market in India. Coca Cola is focusing upon the joint ventures with the exiting bottlers to enhance its control on manufacturing in marketing of its products range and attain the equality standards of its class. promotional activities etc. But the Coca Cola people are finding it hard to deep away Pepsi.PRESENT SCENARIO OF SOFT DRINK MARKET The soft drink market all over the world has been witnessing a throat cut battle between two major players: Coca Cola & Pepsi.

Pepsi had plumbed a large on the visibility of its blue red and white logo. Firstly. In Coca Cola cap. On the other hand . with 2 more years in India . the role models for its targeted consumer the teenagers. has been able to set an image of winner this time in India and get the pulse of Indian soft drink market. it’s the madness encourages executive to think. and Water etc. Nimbu Pani. Pepsi is quite aggressive in its approach to Indian consumer. but from the other beverages such as Tea. They have been going with aggressive marketing by putting Sachin Tendulker. 15 . According to Pepsi philosophy. a major hurdle to cross over for both the athletes on getting no. They have increased the fizz in the market place by introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its rival there. Coca Cola is well with its 53 bottling sites throughout the country giving it an edge over competition by processing a well built and distribution set up. to conjure up those creative tactics to knock the fizz out there competition.who has to work for 1. Akshay Kumar. the idea of competition has not come from Pepsi. They are desperately working on the strategy to be winners in the hot cola war between two big banners. and now Shahrukh Khan in their advertisement to endorse their brand. they upgraded the whole industry by introducing 300 ml bottles.1 position. They want to develop a Coca culture and are working on a strategy to offer soft drink in every possible package. The soft drink giants are leaving no stone unturned.5 hour to buy a bottle soft drink in comparison to the international norms of 5 minutes. which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. Pepsi. Coca Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in India. Coffee.

Countering Pepsi’s international commercial that used two chimpanzees to cock a snoop at Coca Cola. They have produced the shield of Thums Up with a handsome market share in Indian soft drink market. as Thums up projected as ‘sare jaha se accha’. Thums Up has been positioned now very near to that young image of Pepsi and giving it a tuff time.Coca Cola on the other hand. has been working on the saying ‘slow and steady wins the race’. side by side retailing to every more of its competitor.If Coca Cola get the status of the official drink of wills world cup. 16 . These cool merchants have put every thing on fire . Pepsi was passionate enough with ‘freedom to be’ and now the “yeh dil mange more”. Pepsi blushed as nothing official about it.

So that emphasis is not only on market but also on retaining it.The factor that affect the soft drink market and the soft drink industry has resulted in the great competition are- (a) Impulse: Soft drink business not governed by brand loyalty. 17 .FACTORS INFLUENCING THE SOFT DRINK INDUSTRY A soft drink is a mixture of concentrate sugar syrup and treated water . at the right time is main aim for winning consumers in soft drink business. creating the (b) Availability Factor: The availability of right brand in the right place. (c) Seasonal Business: The main consumption of soft drink is in summers and hence most of the profits are to be made in this season itself.

Soft drink is not a product.The major participant involves in the production and distribution of soft drink of concentrate and syrup producers. Bottlers purchased concentrate. Population and potential market are two major reasons for major multinational companies of entering India. Soft drink consist of a flavor base. with in to years to volume could touch 1 billion cases. bottlers and retail channel. All these factors are the reasons for the entry to giant of the soft drink market of the world to enter the Indian market. at carbonated water and some time sweetener. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. the Indian soft drink market was only of 200 cases per year. Another increase in the sale of soft drinks in the scorching heat and the climate of India. Rest is shared by Cadbury’s Schweppes. and deliver it to the customer accounts. These two giants Pepsi &Coca Cola them selves share 96% of the soft drink market share. All these factors together have contributed to a 30-percent growth in the soft drink industry. If the demand continues growing at the same rate. sweetener and carbonated water in general terms nonalcoholic drinks are considered as soft drink this name soft drink was given by Americans are against hard which is mainly alcoholic. This was very low even compared to Pakistan and Philippines.SOFT DRINK MARKET IN INDIA Today India is one of the most potential markets. Concentrate producers manufacture basic soft drink flavor and sell them to bottlers. which a person plans to buy before hand. 18 . campa –cola & Parle people (Thums up & Limca). Retail channel refers to business location that sells or serves the products directly to the consumers. with population of around 100 karore on people. which is suitable for a high sale of the cold drink.

may he be a manager or salesman. Later Thums up also started thumbs up. a change in government at the center led the exit of Coca Cola which preferred to quit rather diluting its equity to 40% in compliance with the foreign exchange management act (FEMA). fruit drink market was valued at rs. The first national cola drink to pop up was double seven.in Coca Cola every employee.AS “REFRESHING Cola “by the mid –eighties Mc Dowell’ and by the late eighties there was double cola. Parle expert brand of Thums up’s.e. In the mean time. Lots of sale depends upon the strength of merchandising done at the point of sale. Coca Cola-cola entered India buying up to69% of the 1. have an authority to take whatever steps he or she feels will make the consumers aware of the brand and increase its consumption. Citra &Mazza). Today the scene has changed making it a direct battle between two giant Coca Cola-cola & Pepsi.8000 crore soft drink market (i. It all begin in 1977.40 crore &grew at the rate 20%. Thus Coca Cola believes in establishing and nurturing credibility of salesman & making commitment to grow business in accounts all these factors led to a high growth in the Indian market & constantly increasing market share. In 1988.but it is an impulse purchased. limca gold spot. switched over to Campa-Cola. which entered in India market (share 33%) with its gold spot and Limca brands. One of the strongest weapons in Coca Cola company armory it has the flexibility it has empowered its people with . pure drinks. The picture will become clearer by looking at the Indian market shares in the beverages industry. 19 . At the same time threat to the India soft drink was that of fruit drinks. The beginning of 1980 s saw birth of another cola drink thumbs Parle the gold spot people launched it in 1978-79. Delhi on Coca Cola’s exit.

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The company and its subsidiaries in nearly 200 countries around the world manufacture and sell over 230 other company soft drink brands.000 people around the world. By contract with the Coca Cola Company and it's local subsidiaries. Georgia(USA). local businesses are authorized to bottle and sell company soft drinks within the local boundaries and under conditions that ensure the highest standards of quality and uniformity. COMPANY'S OBJECTIVES Company's mission must be turned in to specific objectives for each level of management in a system known as management by objectives the most common objectives are:  Profitability  Sales growth  Market Share  Improvement  Risk Diversification  Innovation 21 . which employs nearly 34.COMPANY PROFILE The Coca Cola company is the world’s leading manufacturer and distributor of non-alcoholic beverage concentrates and syrups. with world headquarters in Atlanta.

 Satisfy the customer COMPANY GOALS Finally the company goals are:  To earn maximum profit.  To maintain quality of product Best distribution system.  To satisfy the consumers needs through better quality of product. 22 .  To continuously increase their own share of percentage in soft drinks.

ORGANISATIONAL STRUCTURE Managing Director Production Manager Sales Manager Finance Controller Assistant Sales Manager ABM ABM Sales Promoter Sales Manager 23 .

our company installed four rainwater harvesters. communicable diseases. The Chief Minister of Delhi unveiled one of the rainwater-harvesting units in a dedication to local residents. 24 . through the organization of water tankers. with over 10. Pratham.800 students per year have benefit from the program. such as CRY. Several of our bottling plants provide safe drinking water to local villages.000 people benefiting from the campaign. managed by India's well-known organizations.CORPORATE SOCIAL RESPONSIBILITY The Coca Cola Company in Indian supports eight Jagriti (Awakening) Learning Centers (JLC). Along with the Resident Welfare Association of Greater Kailash. Free health check-ups and medicine were provided. John's Ambulance Brigade (Associate of Red Cross ). Prayas and Literacy India.harvesting project as part of a major government initiative to combat water scarcity and reduce ground water tables across the country. The program provides education at the primary level to underprivileged children. as well as computers training for teachers. Over 1. In 2002. hygiene and sanitation and reproduction and child health. immunization. We are analyzing options for rainwater harvesting at our major bottling plants. in partnership with the St. we conducted health camps for those who live in poverty-stricken urban areas to sensitize the community on pertinent issues such as HIV/AIDS . Working with state and district governments our company provides support to primary health centers in areas where our bottlers are located. bore wells and hand pumps. The company supports rainwater.

25 . On primary health and education issues we sponsored a one-day” Mother & Child Health District Mela" in Ghaziabad. Several hundred women and children from five villages received free medical check-ups and consultation.The company has funded India's first national polio eradication drive. as well as a national drought relief program. The company sponsors a unique national radio program for women called "The HER Show" (Health Education and Recreation). The 30-minute weekly program informs and educates housewives.

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Having many profiles the customers vary the different segments of customer prefer different flavors. The brands of Coca Cola are named as following1) COCA COLA 2) THUMS-UP 3) MAAZA 4) SPRITE 5) FANTA 6) LIMCA 7) KINLEY (M. Ltd. Each of the brands has its own flavors and contents.PRODUCT PROFILE The company has six brand and all of them are manufacture at the BRINDAVAN BOTTLERS. Water) 8) COCA COLA DIET These are bottled at "Amrit Bottler Pvt. Faizabad" and supplied in the Gorakhpur city by "ADVANCE SALES & SERVICES”. 27 ..

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PRODUCT LINES OF COCA COLA & PEPSI Product lines of Coca Cola& Pepsi are as follows:- FLAVOUR COCA COLA BRAND Coca Cola PEPSI BRAND Pepsi Pepsi diet Cola Thums-up Coca Cola diet Orange Fanta Mirinda Cloudy Lemon Limca Mirinda lime Clear lime Sprite 7up Mango Maaza Slice 29 .

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Taaza Maaza Dikhawe pe mat jao apni akal lagao. baki All bakwas 31 .  COCA COLA Jo chahe ho jaye Coca Cola enjoy I want my thunder  THUMS-UP Thums-up taste the thunder Kuch bhi ho sakta hai.  LIMCA Lime n' Lemoni Limca Bottle me aam maaza hai naam.  SPRITE Sprite bujhaye only pyaas.PUNCH-LINES OF COCA COLA PRODUCT Thanda matlab Coca Cola.  FANTA Masti ka apna taste Take it easy.  MAAZA Yaari Dosti.

COLA” “JO CHAHE HO JAYE COCA COLA ENJOY” “SAR UTHA KE PIYO” Coca Cola is strongest brand among all other brands. 1. At present in Gorakhpur City it is a cash cow product of company. 200 ml bottle 2. Some time ago there were changes made in old formulas but it was not accepted and company had to reintroduce the first one. 300 ml bottle 3. 2 ltr. It is available in 1. being sweet in taste and is world wide famous for its sweetness mixed with strongest. 500 ml bottle 4. 1 000ml bottle 5. 32 . 6.DESCRIPTION OF THE PRODUCTS  Coca Cola “THANDA MATLAB COCA.5 ltr.

 Thums Up “I WANT MY THUNDER" "THUMPS UP TASTE THE THUNDER" Thumps-up the other very famous product of cola flavor is thumps-up basically it is a PARLE product. In market it is available in different volumes. It is also sweet in taste and strong in nature. bottle 33 . 1. It is famous as thunder drink. But after the Coca Cola took over Parle it is manufactured under the grade mark of Coca Cola only. Being Indian it is more popular. 200ml bottle 2. 300ml bottle 3. especially among males. 500ml bottle 4. Mostly preferred by young generation people and teenagers. 2 ltr.

2 ltr. 200ml bottle 2. After the introduction of the "MIRINDA LIME" BY PEPSI it is now facing a competition and step should be taken to promote its sale. It is available in different volumes. 300ml bottle 3.Limca is considered to be lemony in taste and comes under the category of cloudy lemon. It has a 15%. It is less strong and is found to be a substitute of the limewater and is preferred as a light drink. 1. pet 34 . because it's true color being similar that of clouds.18% share in the market. 500+100ml bottle 4. Limca “JUST TAKE IT EASY” Limca --.

1.Fanta is popular orange flavored brand of Coca Cola and is preferred by the children and women Because of its sweetness and orange flavours. 35 . Fanta “KUCH BH1 HO SAKTA HAI MASTI KA APNA TASTE” FANTA--. 4. 200ml bottle 300ml bottle 500+1 00ml bottle 1. The color of the drink is also orange and is less strong than the cola flavours.5 It pet 2 It pet It's main rival is PEPSI'S "MIRINDA" at present it has capture 10% of the total share of market being new product it still needs promotion and expansion. 2. In the market it is available in. 3. 5.

1 It .Sprite the other very famous product of Coca Cola.bottle 5. 1. Sprite "DHIKAWE PE MAT JAO APNI AKHAL LAGAO” SPRITE-sprite is considered to be lime in taste and comes under the category clear lime. It is available in: 1. It is also sweet in taste and strong nature. 2 It bottle 36 . Mostly preferred by young generation. 500ml bottle 4. 300ml bottle 3.5 It bottle 6. 200ml bottle 2.

bottle 6. It is non accreted soft drink and is facing a tough competition from juices like 1. 1. bottle 37 . 1 ltr.5 ltr. 200ml bottle 2.Maaza is a mango pulp containing drink among the different segment of consumer. bottle 5. 250ml bottle 3. 2 ltr. 500+1 00ml bottle 4. Maaza "BOTTLE ME AAM MAAZA HAI NAAM” MAAZA---.

The fight has all the making of a Cola war. 38 . Kinley Vs Aquafina The water business is far bigger than carbonated soft drink. 10-12 pricing.250ml to drive penetration. Which is discounting heavily to build volumes in the low margin business say's Pepsi's Sinha. there is no clear winner in such battle."We will refrain from discounting in the water business" Kinley's on other hand is fighting Bisleri tooth and nail. But not only does it cannibalize the 300ml. As Coca Cola and Pepsi have shown. But Coca Cola's Kinley & Pepsi's Aquafina have to contend with Ramesh chouhan's Bissleri. Float. it also offer very little margin at the current Rs. It is leaving no stone unturned to scale up quickly tended to use a smaller size .

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However big and small that meets the firms customers from home the business is derived The people. In the other word "sales management is used by business to refer to the direction or supervision of salesmen. who are engaged in this acclivity meet customers and get information about the product or services which are been sold and provide feedback to the firm. equipping. 40 . paying and motivating as these tasks apply to personnel sales force". American Market association has defined sales management as "the blaming direction and control of selling personal including recruiting. assigning. routing super visioning. selecting.SALES & DISTRIBUTION Sales are the cutting 'edge' of any business operation it is part of that company.

To provide advice and assist the middlemen. To collect and report market information of interest and use to the company management. To provide technical advice wherever necessary. To service existing accounts. To obtain the account of given type. To search and maintain customers cooperation.OBJECTIVES OF SALES MANAGEMENT Qualitative objectives: . 41 . Qualitative Objective: .(Short Term) • • • • • To retain and capture market share.(Long Term) • • • • • • • To do the entire selling job. To assist in training of middlemen's sales personnel. To determine sales volume in ways that contributes to profitability. To assist the dealer in selling the product line. To secure targeted percentage of certain account of business. To keep personal expenses within specified limit.

formation of sale strategies and policies in order to achieve those objectives. Sales management deals with analysis Planning organizing direction and control of the company's selling activities. Planning:It involves setting objectives of the firms sales efforts. Analysis Control Organisation Organisation Direction Sales Management Cycle Planning Analysis This involves probing into the sales records of the company analysis and reports of sales people investigation of marketing trends and other environment factors. 42 . Constitutes cycle shown below.SALES MANAGEMENT CYCLE A sales management looks after and manages a firm's personal selling function.

DISTRIBUTION NETWORK: A CONCEPTUAL APPROACH: Creating a customer and creating a product do not complete the process of marketing. delivering the product to the customer is an equally important part of this process. As distribution affects a company's sales. motivation and Leadership. find out reasons for deviation and taking corrective action accordingly.Organisation:- It involves determination of the structure of the sales force and delegation of authority which is supposed to be necessary to achieve the organization objectives. therefore a brief explanation regarding various aspect of distribution is required. This is referred to as "Distribution" in marketing parlance. Direction: It involves proper supervision and implementation of the plan with the help of the proper communication. finance and turnover. Definition:- 43 . Control:It involves comparison of the actual with the desired results.

Further it is a sector where producer has to reach the consumer unlike others.It can be defined as the process of reaching the product to the consumers. Importance:Distribution provides place and time utility to products. It encompasses all the activities in the physical flow of products between producer and consumer. Components: Major component of the distribution network are as under:  Distribution planning  In-plant water housing  Transportation  Field warehousing  Receiving  Handling  Inventory management 44 . It has to be dealt by keeping various factors. In other words it makes the product available at the right time and right places. In soft drinks there is an advantage that the shelf life of product is almost one year compared to other where it is just one week or few months. It helps in building up an effective cost reduction by judicious management. It enhances company's sale and its competitive position. Distribution also helps in the process of demand generation.

 Keep the cost system cost effective.  Find out the peculiar features and specific requirements.  The system should be flexible While managing a distribution network there are three key areas. Inventory control Transportation management involves decisions on:  How much to move  When to move 45 . Transportation 2. They are as under: 1. Order processing  Stock accounting  Communication  Accounting Designing the system: It includes the following steps.  Find out what the competitors do in this regard. Warehousing 3.  Find out what is desired by the customers.

Inventory strategies and decisions become particularly important in business where inventory costs form a sizeable part of total marketing costs. handling. warehousing and inventory management interact constantly with one another. it is necessary to raise and answer the following basic question relating to this flow. 2. How many warehouses should we have? 2. What should be the size or capacity of each of them? 3. The following are the main issues involved in the management of finishing product inventories: 1. Where to move  Mode of movement While designing a warehousing system. we have seen that the different functions of distribution such as transportation. Correct identification of the functions performed by the inventories. As the 46 . Where should we locate them? Effective management of finished product inventory is quite essential for running a business effectively and profitably. A Total System Approach to Distribution Is a Must Through. Establishment of the right relationship between inventory functions and inventory levels and they are by deciding the optimum level of inventory. Working out strategies for keeping the inventories at the optimum level. 1. 3.

functions are interdependent, the cost thereof are also closely interrelated. Very often one function subsides another. For example, if the firm is prepared to incur increased cost on

transportation, it may be in position to reduce its inventory cost. This is so because under such a condition, the firm can use faster mode of transport and thereby reduce the level of inventory in the field warehouses. And the converse is also equally true. In the nature of things, the different functions of distribution need an integrated handling. This means that in the nature of things, none of the distribution functions can be handled isolation. They have no separate identities. They need a high degree of coordination and common direction. If the functions are scattered, in an arbitrary manner among different departments of

the company without common direction. Control would get fragmented and effectiveness would be adversely affected. In fact under such a situation, the very objectives of distribution get fragmented and distorted. The different function would pull in different directions. The transportation people would go all out to reduce the cost of transportation unmindful of the effect of such a policy on other aspects; they would settle for less reliable and slower modes of transport; they would also report to bulk dispatches of the product to a few selected places instead of dispatching it to a large number of demand centers at greater frequency and in convenient lots the several locations with a view to maximizing customer services The inventory control people opt for the diametrically opposite objective , viz , minimizing inventories , whatever be the consequences !

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In brief, when the different functions are viewed in isolation, the tendency will be to reduce the cost of particular function unmindful of its consequences on the other related functions .Individual functional costs are kept in focus, but the total cost of the distribution function as a

whole is forgotten. Cost reduction becomes ' the slogan for each function/department. Decisions are taken by each function in isolation, based on alternatives available to particular function sometimes; it even leads to a "penny wise, pound foolish” practice. The ultimate result is that costs go up while the level of service goes down.

Distribution Has To View As A Single Unified Task And A Single Integrated System: Because of the interrelations among the different functions and their costs, it would be necessary and desirable to look at the distribution job as a single unified system and optimize the efficiency of the distribution job as a whole. Such a approach will result in better coordination among the various distribution functions , remove the sub optimization in the system and enable the firm to achieve its distribution objectives the case.

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LINKAGE OF SALES & DISTRIBUTION WITH PERSONAL EXPERIENCES & FINDINGS
Sales and distribution is a very important part activity of any firm. Distribution tries to reach the goods and services to the customers so as to increase the profit and sales of the company. Without proper distribution the company does not achieve the desired goal of maximum profit. As in my survey I found that there is a big problem of distribution so that the company lost the sales of some major outlets like cinema hall and mess. So it is very necessary that company should consider on its distribution channels. I found that the distribution is very defective and not regular so that the retailers switch over the other brands like Pepsi, because they provide regular and quick supply to the retailers because of their good and effective distribution system. It is necessary that you have proper number of transportation vehicle and warehousing Communication also. Company must have proper number of trucks, warehouse, and effective communication with the distributors so that they supply the consumer's goods in tune without gap.

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After Coca Cola left Indian. Parle had introduced a new soft drink named THUMPS UP. This drink took the place of Coca Cola and very soon became very popular and one of the prominent share holder. But in early 70's disputes started between Indian Government and Coca Cola was to asked quit and the Indian Government launched its own drink at the Agro Expo 77 in New Delhi as 'Double 7' with the help of Modern Bakers. In 1970's in competition to the Coca Cola they launched a brand named Cola Pepino but it failed due to a tough competition from Coca Cola and had to be withdrawn from the market. There were other companies also which entered the market in which Pure Drinks launched Campa Cola along with orange and lemon flavours Mohan Makings came with Mary and pickup and the McDowell introduced thrill. Rucsh and Sprint later Parle became the leader in the soft drinks but after the introduction of Pepsi in 1988 the competition started and with the return of 51 . This opened the doors for other soft drinks and Coca Cola entered the market in 1950's with its brand Coca Cola. It was the first Indian company to introduce a lemon soft drink.SCENARIO OF SOFT DRINKS IN INDIA The history of Indian soft drink market is dated around 1948 'when the first brand named as Gold Spot was introduced in Indian market. Ltd. Then came the Indian companies in which the main was PARLE Pvt. Indian Government was also putting its efforts to introduce its own local drink to become self reliant . This was substitute for Coca Cola in the market with similar taste and colour.

e. This brand was soon accepted by all the segments and all age groups becoming a popular thirst quencher.Coca Cola in 1993 it has gained up due to modernization of society the market an 'the competition both increased and is giving a way to more and more improvement today Indian soft drink industry is well established and having a growth rate of 20% per year. For George Fernandez the Coca Cola controversy was an ideal issue to derive political mileage. In early 1970's Coca Cola’s market share was high (45% to 50%) in India. With increasing demand the volume production is supposed to reach 1 million cases with ten years. Coca Cola was finally asked to quit in 1977 in spite of worldwide reputation of being a unique secret formulation. 52 . It request Coca Cola's competitor Parle for help to bottle new product. To reach this target the Cola market will have to build capacity infrastructure and the bottles more easily available and more affordable. With improved economy bottles have to be popelled into expanding capacity with their bit time plans. The product trails in parliament were successful and the political pressure to throw out Coca Cola gathered momentum. At that time there was negligible competition in Indian market and Coca Cola soon captured the Indian market. it would not be wrong if the credit of popularizing the cold drink culture is too given to Coca Cola. the Coca Cola entered the early 1950's in Indian market and set their four plants of bottling at Bombay Calcutta Kanpur and Delhi. The total market estimated for the year 97-98 is of Rs. Things started changing in 1977 when the Janta Party come to power.1800 crores. The Indian Coca Cola history date back 48 years ago i.

By striking a $ 40 million deal with Parle. Coca Cola joined hands with Parle to reenter with its full strength after 17 years. This time the competition faced is tough for the company because it has the American giant Pepsi as main competitor but other companies like Cadbury Schwepper are also there. 53 .With the opening of economy in 1991 the MNC's once again started acting in the giant Indian market with this Coca Cola also entered in 1993. Coca Cola almost made a clear sweep over the market to compete with the other MNC giant Pepsi Cola which was already in the market at that time. At this time parle was leader in soft drink market and more than 60% of the total shareholder of soft drink industry. The aim of the Coca Cola was to become an all time all occasion drink and not a special occasion beverage. It was launched at 'Agra' with the oldwave coming to Indian again.

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Each company has to regularly scan its external environment. As the research is conducted following strength and weakness of the Coca Cola Company is found. Opportunities and Threats is called SWOT Analysis. which affects the profitability and functioning of the company. 55 . 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. External environment analysis(analysis of opportunities and threats) These factors are related with external environment. Weakness.SWOT ANALYSIS The overall evaluation of a company’s Strength.

 Less advertisements Channels.  Well trained and experience workers and executives are available.  Service is not good.  Strong distribution network. Weaknesses  Less personal contacts with retailers.Strengths  Good company image. Adopted two types of distribution channels (Direct route and indirect route).  Bad and delay in claim settlement.  Company officials do not visits outlets regularly.  Effective executive team.  Brand 'Thums-Up' alone cover the big market. 56 .  Effective sales promotion schemes and commission to salesman on achieving target.

glow signboard. painting etc.  Less availability of dealer board. etc. No proper maintenance of asset as like visi-coolers. dealer board. glow sign. 57 .

Opportunities  High growth rate for fruit drink market.  Indifference among distributor and fat dealers.  Lucknow city has good market share of Slice in India.  Lucknow city has a great population of youths in U. 58 . Threats  High growth of competitor's products.P.  Better facilities provided by the competitor to their distribution this might lead to switch over to slice distribution towards competitors.  Different effective promotion schemes of competitors.  Therefore there is a need only of marinating this share in future.  Targeting the upper middle class for home take segment.

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G. My area of survey includes Golghar. 2. I conducted survey in the selected areas of Gorakhpur city which has been provided to me by the company named N M Soft Drinks Pvt. Ghantaghar. to the shopkeepers? Demand of which soft drink is high? 60 . I filled up a chart which had been questions like-. Ltd. Padieyganj. 3. it is a comparative study between Coca Cola and its main competitor Pepsi. of outlet etc. 1. Chowk. Which company provides more discount to the shopkeepers? Which company provides more S. Obviously.A.A. 5. 3. Prem Chand Park. 4. 2. Civil Line.G.EXECUTIVE SUMMARY The project topic has been "The analysis of market share of Coca Cola” in Gorakhpur City. Hanuman Mandir. RTO. 6. Indira Bal Vihar. Stadium. To know about the market share of Coca Cola and Pepsi. address. How many crates you sold in a year and during the peak month? How many crates you have own? Do you have any Sign Board of Coca Cola or Pepsi? Do you have any Fridge or S. Betihata. Accordingly. Cantt Road. of Coca Cola or Pepsi? Whether company provided you any discount? General information like name of outlet. All the shopkeepers/retailers answered these questions and with the help of these answers I found things like: 1.

Some of them said that company conducted this type of survey many times but did nothing to solve their problems. Whether supply of goods is sufficient or not? If not then reasons for the same? I face difficulties too during my survey. To ensure to provide schemes and discounts to the shopkeepers irrespective of any gap what so ever so that they do not sale other companies product. Which are their competitors of Pepsi. 4. Some of the shopkeeper's were not ready to tell about discount provided by the company. 5. 3. so that do not sell other substitute brands like Miranda and Slice to the customers. To ensure to provide the required flavours to the shopkeepers Iike Fanta. 61 . To quote: 1. 2. Maaza etc. Some shopkeepers had no time even to talk because of rush in their shops. Everyone was not ready to tell as to how many crates they sold throughout the year because they thought that this survey may be related to income-tax department. Having conducting my survey and analyzing the findings I find myself in a position to recommend /suggest few points to the company which may enable to increase its sales in these area. 2. Behaviour of some Panwala was not very refines and educated so I also feel difficulty in talking to them. 3. To ensure regular and quick supply of goods/refills so that customers do not switch over to other brands like Pepsi. To quote some of these: 1.4.

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which a research experiences in the context of either a theoretical or practical solution and wants to obtain a solution for the some. The research was done to analyze and study about the following problems-. persons not evolved in making the decision may be affected by it and react to it favorably or unfavorably and similar other factors. which may result in making the problem complicated for instance. All such element (or at least the important ones) may be thought of in context of a research problem. which requires a researcher to find out the best solution for the given problem. There are several factors. Changing market trend and about soft drinks. The numbers of alternative course of action may be very large. 63 . a research problem is one. Dissatisfied retailers and problems faced by them. Thus.     Inefficient distribution network of Coca Cola. which is to find out by which course of action the objective can be attained optimally in the context of a given environment. Competition faced by Coca Cola through Pepsi. the environment may change affecting the efficiencies of the course of action of the values of outcome.INTRODUCTION OF THE PROBLEM A research problem in general refers to some difficulties.

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4. 6.OBJECTIVES OF THE RESEARCH The objectives of any study def in purpose for which study is taken up. To study future plans and changes. It specifies the goals to be achieved. 2. 65 . 5. To access the % share of chilling equipments in the market. The project on soft drinks is to find out the market share of Coca Cola vis-a-vise Pepsi the basic objective of this research is to find out the answers of the following questions: 1. To conclude and suggest the company measures and means to increase its share and in sales and upgrade its overall performance thus to improve corporate image. 7. To identify other outlets. 3. To arrives at strategies to dominate the market during 2005. To access the % shares of sinage available in the market. To access the market share of Coca Cola vis-a-vise Pepsi.

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Profit Increase. 67 . Profit maximization. 4. 3. 8. Dealer will become loyal. 3. 2. Easy availability of the product.  For the Consumer 1. Helps in consumer retention. Reduction in variable cost. Better quality. High Production-Reduced cost. 7. Helps in targeting the market in strategic way. Increase overall productivity of organization. 2. 2. Organization will provide more benefit.ADVANTAGE OF ASSESING MARKET SHARE  For the Organization 1.0rganization will get better self -space.  For the Dealer I. 4. Become a proud member of leading organization. Increase in business. 5. 6.

68 . Reduction in price.3.

RTO. Indira Bal Vihar. Stadium. Only 65-70 are key outlets In my discussion with retailers. Padieyganj. It is the nature of retailers because it is human behavior. but till now the relation.  Their future action or expectations. The market scenario can be summed up as under following headings:  Their perception about Coca Cola. Even after the establishment of company's depot this year they are still waiting and watching towards future of depot. Mostly there are small retailers with fewer sales. So they are comparing with Pepsi in Every terms. like schemes. Chowk. I tried to cover the entire market area allotted to me. Ghantaghar and its adjoining areas. Prem Chand Park. Civil Line. Hanuman Mandir. Golghar. gift. I met personally with retailers to eliminate any error of secondary information. We are in contact with of them and in future it will be fruitful for company. 69 . I covered the maximum outlets. chiller policy etc and no doubt Pepsi is doing better for them. Betihata. Secondly the retailers want to gain maximum profit to whomever they are dealing.  Their comparison with reference to Pepsi.ABOUT AREA In the project undertaken by me. In this process. could not developed due to changes of distributors ship. Cantt Road. I observed that they are interested to deal with company. If they associate themselves to Coca Cola.

Over all the market is good. Mostly retailers interested to sell Coca Cola's product.It is my observation that due to establishment of Coca Cola's depot. the Pepsi went through aggressive marketing this year and succeeded in that. therefore giving attention to them will be fruitful to the company in long run. They captured mostly the key outlets & the area provided so many facilities. Due to which their position in the market is better than Coca Cola. 70 .

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I formulated the research problem and to accomplish the research of objectives. To identify other outlets. Indira Bal Vihar.RESEARCH METHODOLOGY  Formulation of research Problem Keeping view research objectives and after having discussion with Mr. 2. 72 . Civil Line. Advance. 5. Stadium. To access the % share of chilling equipments in the market. To study future plans and changes 3. Betihata. Chowk. To conclude and suggest the company's measures and means to increase its share in sales and upgrade its overall performance thus to improve corporate image. To arrives at strategies to dominate the market during 2005 4. Hanuman Mandir. To access the market share of Coca Cola vis-a-vise pepsi cola Golghar. I intensively surveyed the outlets and recorded the relevant details. 6. Prem Chand Park. The fierce battle in between two was also an interesting feature of my study. Padleyganj. sales and distribution and about the Coca Cola and Pepsi. RTO.sales and service (p) Ltd. it was deemed important to study books on research. Ghantaghar.Ravindra Singh. 1.  Literature Survey Prior to the field works. Cantt Road.

chilling equipment etc. Stadium.  Data collection Data for the project have been collected from its primary sources. Civil Line. I had tried to collect relevant data from all outlets in big area found operating at the time of survey. Questionnaire has been filled in f or each outlet. Chowk. In total data from 385 outlets have been collected and analysed. Filling of questionnaire has been made item of data collection. 73 . Cantt Road.The survey in areas of Golghar. Ghantaghar been conducted by the under signed. Indira Bal Vihar. Betihata. Exploratory research has been done to work out various problems faced by retailers and other outlets  Sample Design The sampling unit of the research has been kept as retail outlets engaged in sale of softdrink. Padleyganj. Research Design Descriptive and exploratory research design has been used in this project.  Field work All 385 outlets from where data was collected have been personally visited by me f or survey. Hanuman Mandir. Descriptive research has been done by collecting information from different outlet such stocks. Prem Chand Park. RTO. Informal interview method has also been used for the same.

restaurant. Analysis As in depth analysis of details mentioned in. However sparing comments are also made on other size of soft drinks. the questionnaire has been under taken and i interpreted ions have been made accordingly. 4. To determine the market share units sale of 200 & 300 leis used in the project . Ensure analysis is done for 200. shops. cinema hall. 6. 7. Cool corners . provision store . 74 . tea stall. All brands of Coca Cola represented by Coca Cola and all brands of Pepsi are represented by Pepsi.Mess . 3. Sales proportion represents the case stock of Coca Cola and Pepsi in percentages at the time of survey. 5. Outlet composition shows the percentage of each type of shops vis. Before presenting the analysis and interpretation of research. 2. 1. Sales by key outlets represent the percentage sales made by key outlet of the total sales of Coca Cola by all Coca Cola outlets. hotel. Soft drinks supplied in glass bottles. PCO.300 ml. confectionary. pan bhandar . it worthwhile to list out various assumptions made for the same. Sales proportion represents the sales of both Coca Cola and Pepsi in percentage in the peak season. canteen sweet shop.

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6. 3. 12 per crate.FINDINGS & ANALYSIS 1. The Coca Cola holds no. People have tendency to switch over on other brand and because of duopoly (only two players are available in the market Pepsi and Coca Cola) the competition is very direct. position in the market with its mother brand. Coca Cola is giving Rs. 10 discount per crate and Pepsi is giving Rs. Its brand Sprite too holds a good grip over the market in comparison to main competitor Mirinda.G. 76 . Total sales of Coca Cola is greater than Pepsi. Thums-Up is having major market share as compared to Pepsi. 2.A's and poor distribution the retailers prefer to sell Pepsi. The demand of Coca Cola is high in comparison to Pepsi but because of shortage of Coca Cola S. 7. 4. 1. 5.

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4 56.O TEA STALL HOTEL CINEMA HALL GENERAL MERCHANT OTHERS Total Share 1390 1110 865 1920 400 250 9585 3320 % of Coca Cola 51.89 65.C.06 51.PERCENTAGE OF COCA COLA IN SPECIFIED OUTLETS Outlet PAN SHOP RESTAURANT P.72 78 .71 47.42 The total outlet share of Coca Cola in these specific areas is 54.6 62.48 48.26 54.

C. Graphical representation of share of Coca Cola in specified outlets 70 60 50 40 30 20 10 0 Pa ns ho p Re sta ur an t P. O Te aS tal l Ho te l erc ha nt Ot he rs Ha ll S eries 1 Ge ne ral M Ci ne ma 79 .

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29 51 50.5 50 Series1 49.5 coke Pepsi 81 .5 49 48.71 and 49.AREAWISE SHARE OF COCA COLA AND PEPSI  Golghar The percentage share of Coca Cola and Pepsi are 50.

 Indira Bal Vihar The percentage share of Coca Cola and Pepsi are 62.2 respectively 70 60 50 40 S e rie s 1 30 20 10 0 C ok e P e ps i 82 .8 & 37.

44 & 45. Stadium The percentage share of Coca Cola and Pepsi are 54.56 respectively 56 54 52 50 48 46 44 42 40 Cok e P eps i S e rie s 1 83 .

7 & 46.3 respectively 56 54 52 50 S eries 1 48 46 44 42 C ok e P eps i 84 . Padieyganj The percentage share of Coca Cola and Pepsi are 53.

8 & 49.2 respectively 51 5 0 . Cant Road The percentage share of Coca Cola and Pepsi 50.5 48 C ok e P epsi S e rie s 1 85 .5 50 4 9 .5 49 4 8 .

 Betihata The percentage share of Coca Cola and Pepsi 52.17 & 47.83 respectively 53 52 51 50 49 48 47 46 45 Coke P epsi S e rie s 1 86 .

6 & 34.4 respectively 70 60 50 40 S e rie s 1 30 20 10 0 C ok e P eps i 87 . Hanuman Mandir The percentage share of Coca Cola and Pepsi 65.

 Chowk The percentage share of Coca Cola and Pepsi 55 & 45 respectively 60 50 40 30 20 10 0 Coke P eps i S e rie s 1 88 .

 Civil Lines The percentage share of Coca Cola and Pepsi are 54.42 respectively 60 50 40 30 20 10 0 Coke P epsi S e r ie s 1 89 .58 & 45.

 RTO The percentage share of Coca Cola and Pepsi are 57.83 respectively 70 60 50 40 S e rie s 1 30 20 10 0 Coke P epsi 90 .17 & 42.

 Premchand Park The percentage share of Coca Cola and Pepsi are 55.6 & 44.4 respectively 60 50 40 30 20 10 0 Coke P epsi S e rie s 1 91 .

5 Coke P epsi S e rie s 1 92 .2 & 48.5 49 4 8 .8 respectively 5 1 .5 48 4 7 . Ghantaghar The percentage share of Coca Cola and Pepsi are 51.5 51 5 0 .5 50 4 9 .

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And 300ml. Civil Line.INTERPRETATION Interpretation drawn from the diagram states that in nearly all the areas that includes Golghar. Glass bottles so it is difficult to find out the actual demand of Coca Cola.  Due to shortage of monitory resources the project report does not reach to its perfection. Sale of Coca Cola and Pepsi in allotted area: Total % of sale of Coca Cola is 54. Betihata. Ghantaghar the Sale of Coca Cola is increasing in almost every sort of outlet. Prem Chand Park. 94 .  Some retailers or dealers did not want to say the actual sale of soft drinks from the counter.  It is very difficult to make the people understand the significance of conducting survey. Stadium. Indira Bal Vihar.  We have conducted the survey only for 200ml. RTO.28. Hanuman Mandir.72% where as total % of Pepsi is 45. Padleyganj. Chowk. LIMITATIONS OF STUDY It is well known fact that constraints and limitations are bound to be present in any study do this also has some limitation as:  The survey has been conducted only in few areas of Gorakhpur due to limited time. Cantt Road.

 Lack of retailers interest to answer the questions is also an important limitation.  Stock of cans and plastic bottles were not taken in to consideration while finding out the market share. Lack of knowledge of area has also affected the research.  The entry and exit of new/old outlets can increase or decrease market share. 95 .

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In Research we also learned to judge the relevant/ irrelevant criticism. some shopkeepers only complaint about hording.BEHAVIOURAL ASPECT Behavioural aspect is a very important aspect of any study.e. chilling. During course of survey I met lot of people and found that each person was different in psychology. Coca Cola. Further. Many shopkeepers behave quite politely. These types of shopkeepers think themselves as the member of the company’s. They are concerned about the company and they want to see company on its highest peak. 97 . But on the other hand. answered the entire question easily and complaints about aspect of prime importance like Hoarding. how they may exhibit that they sale certain product. some of the complaints are relevant but not all of them. Behavioural aspects also related to the attitude of the persons being interviewed towards company and company's attitude towards it clients. gifts. On the other hand. I also observe different kind of behaviour and collected different kind of views towards the product i. Obviously. they considered that if company do not provide the advertisement items to them how they may promote its brand. uneducated person like Panwalas do behave very harshly. Of course. their thinking is somewhat logical and they arrive at the decisions logically. or Fridge etc. Behaviour of any person very much depends on the background of the person. As. if they do not have chilling equipments how they could satisfy customers need f or chi I led soft drinks. background condition from other one. supply. If a person is educated. They do complaint only. The manner of looking world is different from person to person. discount etc.

98 .Secondly the retailers want to gain maximum proof it to whoever they are dealing. So they are comparing with some of the shopkeepers had problems but they did not complaint and solved these by their own means. how company takes customer means. like there is a person who switch over brand if he did not get only opener or fridge and there is other person who try or wait some time and it may be possible that the sale of this outlet is more than first one. whether it solves in prime basis or not etc. should provide different kind of schemes and facilities to these kinds of outlets. Through analysis the different kind of behaviour we can easily found that to which type of shopkeepers company give prime importance. So for the success of any research that to analysis that person what think about your company. They are ideal examples for the co. It is the nature of retailers because it is human behaviour. to increase sale and co.

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G. Coca Cola company lead the market of soft drinks with 54. E). C) No provision for the regular replacement of damaged bottles.CONCLUSION The summer training project was focused on "Analysis of Market Share of Coca Cola in Gorakhpur City". following conditions have been drawn: 1. 100 . availability of Coca Cola's range was highest in provision stores. Company do not provide discount to each & every outlet. Company doesn't provide sinage to the small outlets. required flavours like Fanta are not provided to each and every outlet. The number of wall paintings is very less in comparison to Pepsi. F). Of the total segments of outlets covered.72. B) Necessary requirements like S.9% market share giving Coca Cola a margin of 13%. D). openers. After Retail audit of 280 outlets through schedule. other conclusion based upon interaction with retailers& personal observations are as below: A) The distribution of company is very irregular. 2.A. Besides these.

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3. 7. yet for the local market.SUGGESTIONS & RECOMMENDATIONS Although it is very early to suggest any thing to such a internationally renounced company like Coca Cola having in the mature stat e of marketing. Distributor should not be changed frequently because retailers deal with distributor only and its not easy for a new distributor to maintain good relationship with each established old retailer. segments of customers I would like to suggest as under: 1. wall clocks. Distributors should disclose schemes provided By the Company to each and every outlet without discretions. sinages etc. 6. Distributors should give gifts prizes to the shopkeepers provided by the openers. client distributors & retailers. 4. sinages etc. Distributors should replace the defective goods or damaged bottles immediately without any calling for explanations. Distributors should provide required flavours to the retailers to increase their sales. wall clocks. In this regard they may be trained suitably. 2. Distributors should give gifts &Prizes to the shopkeepers provided by the company like openers. 5. based on the interactions & feed backs from various outlets. Distributors should give importance to every outlet irrespective of their status whether big or small. 102 .

At least one attractive glow sign board/hoarding should be displaced in main area of the market where a chunk of shop is there. Company should sponsor important event like World cup. 9. 15. any event related to film awards and programmers of local importance. key-rings etc. Company should provide others small advertising items in the form of garlands. to the shopkeepers. Asian & other tournament. Company should organizing campaigns & distributes caps. 18. 10. Chilling equipments should provide on a cost basis. 12. Company. There must be proper replacement of old and expired stock and empty bottles. 103 . glasses. There should be nice gift items for the retailers showing the limit crate sale (limit as decided by company) at the end of the season. 16. Key rings. At least a small Hoarding or sinage should be provided to each and every outlet of Coca Cola. Company should promote good and heart felt Slogans and Jingles. 17. If possible should give schemes to the customers through newspapers having provision for discounts in purchasing its products. 11.8. hangers. If distributors make any kind of promise to the shopkeeper to purchase certain in quantity under any scheme or 'on discount they must fulfill it as it affects company's goodwill. 13. serving tray. This could develop a competitive feelings amongst the retailers and hence more sales. 14. as they are cheap and good source of advertising. pussels on which company packages are branded.

19. Chilling equipments (like family freeze, or Electric bottle cooler) should be provided to the outlets. 20. If there is any default found in the chilling equipment provided by the company should be repaired quickly when so required. 21. Company should ensure good supply of stock. 22. Company should go for more monopoly counters. 23. Company should give discount with every crate as is being done by Pepsi. 24. There should be surprise check by the company to endure whether benefits of schemes provided by the company reach outlets or not and take corrective measures in case of default. 25. Company should arrange seminars and meetings with dealers on an ongoing basis on monthly interval. 26. Shopkeeper feedback should be taken in regular manner. 27. A special shopkeeper’s care cell should be formed to listen the shopkeeper’s grievance on the lines of customer care cell. 28. No. of hoardings should be increased. 29. Flexibility in the allot of monopoly items should be encouraged. 30. Some free gifts should also be given on established Brands to stimulance the retailer. 31. Company should elaborate public announcement on important days like Health day, Anti drug day world aids day etc. 32. Company should tap colleges and school canteens. They should be given extra discounts as these outlets give potential long run customers to the company.

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33. Company should provide Tables, Chairs wall clocks, stands, openers to the retailers as f or them type of free gifts are significant and they promote those company's products who provide such items to them.

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LIMITATIONS
Considering the fact that nothing is perfect in this world every individuals is bound to make mistake at some point, we are not exception for this problem faced were associated with the data collection process. The problems associated with the respondents are the non-sampling Error, which can be divided into two categories.

Response Error – When respondent does not give the correct answer.

Non – Respondent Error – It occurs when respondent does not responds to some question.
 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.  The questionnaire technique and observation method was used.

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107 .Sometimes respondents were not in a position to reply with fully confidence.

R.BIBLIOGRAPHY 1). V S Ramaswamy & S Namankumari : Marketing Management. New Delhi. Kothari : Research Methodology..com www.. Ltd.cococolaindia. Philip Kotler : Marketing Management.2008 2). Wishwa Prakashan Pvt.google. Macmillan India Ltd. Pearson Education Pvt.. C.Coca Cola. Delhi. Ltd.2007 Websites : • • • • www. New Delhi.com 108 .com www.tropicana.com www. 2008 3).

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(a) Coca Cola Pepsi Both None of Them Which brand you selling more ? Coca Cola (b) Pepsi (c) Other Reason ____________________________________________________________ 3. • • • • 2. (a) Are you having soft drink at your shop ?: Yes (b) No If Yes then. which brand. Which brand you normally stock ? Coca Cola Fanta What is the size of Pack that you sold at your shop ? (b) Thumps up (c) Limca (d) Sprite (e) Mazaa 110 . (a) (f) 4.QUESTIONNAIRE Market share of Coca Cola Name & address of outlet _________________________________________________ ________________________________________________________________________ 1.

(a) 300 ml (b) 500 ml (c) 1. Recommendation for more selling :- __________________________________________________________________________ ________________________________________________________________ 11. (a) 9. (a) 6. Any suggestion to Coca Cola company :- 111 . (a) 7. (a) How often do you take Coca Cola products ? Daily (b) 2-4 days (c) Once in week (d) In 1 month Cooling system at your shop ? By Coca Cola (b) By pepsi (c) Self How can you know about schemes ? Sales man (b) Other retailer (c) Other Sources What is selling capacity per day ? 1-3 c (b) 3-7 c (c) 7-10 c (d) More than 10 c Does Coca Cola demand increase as comparative last year ? _________________________________________________________ ________________________________________________________________ 10. (a) 8.5 l (d) 2l 5.

__________________________________________________________________________ __________________________________________________________________________ _________________________________________________________ 112 .