Professional Documents
Culture Documents
ACKNOWLEDGEMENT
I express my gratitude to the Hindustan Coca-Cola Beverages Private Limited (HCCBPL) for having given me an opportunity to work with them and make the best out of my internship. I would like to thank Mr. Sandeep, Area Capability Manager without whom an internship with, Hindustan Coca-Cola Beverages Private Limited (HCCBPL) would not have been possible. I thank my trainers, Mr. Naresh Sir and Mr. Aamir Shaikh for having trained me and constantly guided and supported me throughout the training period. I would like to thank Mr.Manoj Pathak, Area Sales Manager, who encourage & inspired me a lot during my internship. I am also grateful to Ms. Mrunmai who kindly helped me to get into this value enriching internship. My heartfelt gratitude also goes out to Mr. Jyotiba Belagaokar, Pre-Seller at HCCBPL for having co-operated with me and guided me throughout the two months of my internship period. I thank my college, COLLAGE OE ENGENNERING, ROORKEE, for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. I thank Head Of The Department Mrs. Veera Lakshmi Mittal &guide Mrs.Himadri Pukan for having guided and supported me through the course of the internship. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support.
DECLARATION
I ,09060500072, Parijat Dubey hereby declare that this report is a bonafide record of Market Execution at Hindustan Coca Cola Breverages Pvt. Ltd., Pune during the period of 21/06/2010 - 31/07/2010 under the guidance of Mrs. Himadri Phukan, Faculty of MBA, COER-SM, Roorkee. The project has been undertaken in the partial fulfillment for the Degree of Masters of Business Administration of Uttarakhand Technical University.
PARIJAT DUBEY
PREFACE
The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past eight week which will help me to take the future responsibility on my shoulder. During this period, I was given to find out the Market Execution. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the coca cola marketing department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.
EXECUTIVE SUMMARY
Over the last few years hundreds of companies have greatly improved their performance &the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in Soft drink segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years. Sales Promotion Services is growing because: In the face of ever increasing competition in organizations feel it is important to build reliable & sustainable processes with focus on strong relationships with customers. Significant revenue & profit gains can be made from successful Sales Promotion Activities that improve efficiency & help serve customers better & faster. The different distribution channels are as follows:" 1. Eating & Drinking 2. Convenience 3. Grocery
Activation is the key part of Coca-Cola marketing strategy Company believes that soft drink sell is not a planned sell it's a impulse buying, and activation create impulse for buying For improvement of Coca-Cola market, a proper research work has done. Sales Promotion Strategies are offering new & better ways of addressing industries objectives.
Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of the soft drink.
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CHAPTER 2 Competitors to HCCBPL Customer CHAPTER 3 Outlet Structure Of Coca-Cola In India What is Market Execution? What is RED? CHAPTER 4 Research Methodology Limitation Observation Problems
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Fig.1 Distribution Chain at HCCBPL, Pune Fig.2 Vission For Sustainable Growth Fig.3 Organizational Chart of HCCBPL, Pune Fig 4 Organizational Structure Fig.5 Organization Structure in Coca-Cola , India Fig 6 Organization Structure of the sales Department in HCCBPL, Pune Fig.7 Segmentation Model
1) To measure the performance of distributors in the outlets. 2) Reasons/causes for the low sales by the retailers. 3) To facilitate and maintain high sales of our product through the retailer concerned.
CHAPTER 1 INRODUCTION
Company profile
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georg-ia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula ona global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier softdrink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks. The biz.system of cocacola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement, supply and distribution system. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises owned bottling operations. The apart a network of contract packers also mfg. a range of the product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that cannavigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country. The coca cola is responsible for the mfg. distribution & sales of product across the country.
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PRODUCT HIGHLIGHT
The world's favorite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments toensure that the beverage is available to more' and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. CocaCola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab CocaCola" which sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand ambassadors are Aamir Khan and Hrithik Roshan.
GLASS 200ml,300Ml
PET 600ml,1.2L,2L,2.2L
CAN 300ml
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LIMCA
Lime n Lemoni Limca, Derived from nimbu + jaisa. Hence lime sa. Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as the No.1 Sparkling Drink in the cloudy lemon segement.
GLASS 200ml,300ml
PET 600ml,1.2L,2L,2.2L
CAN 300ml
SPRITE
Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft drinks, leading the clear lime category. Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the todays youth to trust their instincts, influence them to be true to whom they are and to obey their thirst. GLASS 200ml,300ml PET 600ml,1.2L,2L,2.2L CAN 300ml
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PET 1L
Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedures at each and every location where Kinley is produced Because we believe that right to pure, Safe drinking water is fundamental. A universal need, that cannot be left to chance.
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Plant Warehouse
Depot Warehouse
Distribution Warehouse
Retail Stock
Retail Shelf
Consumer
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The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for distribution of products are as follows: Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy large quantities of a product in one single transaction. The Company provides goods to thesecustomers on credit, payments being made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc. Future Consumption: This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. Examples: Departmental stores, Super markets etc. Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace. Examples: Small sized bars and restaurants, educational institutions etc. General: Under this route, all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particular route.
DISTRIBUTION SYSTEM
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Direct distribution: In direct distribution, the bottling unit or the bottler partner has direct control over the activities of sales, delivery, and merchandising and local account management at the store level.
Indirect distribution: In indirect distribution, an organization which is not part of the
Coca-Cola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account management. Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit, value and Quality. business locations to specifically merchandise our products. Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: Distribution Department: It appoints distributors and establishes a distribution network, processes approved sale orders and prepares invoices, arranges logistics and ship products, co-ordinates with distributors for collections and monitors distribution stocks and their set-up. Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm, records collections from distributors, periodically reconciles outstanding balances from distributors, obtains balance confirmation from distributors and follows up outstanding balances. Shipping or Warehousing Department: It dispatches goods as per approved by order, ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stock records in a timely manner.
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CHAPTER 2 COMPETITORS
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COMPITITORS TO HCCBPL
The competitors to the products of the company mainly lie in the non-alcoholic beverage industry consisting of juices and soft drinks. The key competitors in the industry are as follows: PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the World's # 2, carbonated soft-drink maker. The company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and CocaCola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi. Nestl: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products, Baby foods and Chocolates. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.
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CUSTOMER
As coca cola has a wide range of products. Its customer also varies according to taste and preference. Coca cola is also available in can of 330ml which targets the upper income class and their sale is also confined in those particular places. Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have choice for. Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands third after Mirinda. Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF, distributor, retailers to final customers, which are households.
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Manufacturing
Manager (HR)
Exective/ Staff
Office Staff
Sales Manager
Executive /Staff
Worker
AGM
Finance Manager
Exective
Office
Executive
Office
Manager Q.A
Chemist
ETP Operator
Worker
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ORGANIGATION STRUCTURE
Vice Precident Supply Chain Cheif Finance Officer Human Resource Director Cheif Executive OffIcer Vice Precident BSG Regional Vice Precident (North) Regional Vice Precident (Central)
Fig. 4 Organizational Structure
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AGM Unit 2
AGM Unit3
AGM Unit 4
Region Finance
Region Human Resource Region Vise President Region Customer Service Region External Affairs
Region Legal
Region BSG
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Plant Manager
Route To Market
AGM
Human Resource Manager Area Sales Manager Fianance Manager Marketing Genral Sales Manager Cahnnel Manager Accounts Sales Executive
Maret Developer
Sales Trainers
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SEGMENTATION MODEL
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SEGEMENT
A) Eating & Drinking B) Convenience C) Grocery A) Eating &Drinking: Those outlets where people visit to ear of drink are known and eating and drinking outlets. Such as Restaurants and Hotels, Dhabas. B) Convenience: Convenience outlets ate those outlets where people visit regularly for various purposes like stationary shop, S.T.D Booth, Betal Shop and general Store. C) Grocery: Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops.
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DIAMOND: Those outlets, which give an annual sale of Coca - Cola products more than 800
carats.
GOLD:Those outlets, which give an annual sale of Coca - Cola products more than 500 to799
carats.
SILVER:Those outlets, which give an annual sale of Coca - Cola products between 200 to 499
carats.
BRONZE: Those outlets, which give an annual sale of Coca':-Cola products less than 200
carats.
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RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke product which is known as COLOJ-K, it means the set will follow a particular brand order. Thums-Up will take first place after t.4.at sprite or Limca , Fanta, Maaza and water or soda will take this RED also take care of the S.G.A ( Sells Generating Assets) Activation - Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of CocaCola Products. The important parts of activation are: Placement of visicooler at Itot spot location availability of the products. Right location of display racers Impactful Communication of price message
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The visicooler standards of all the channels Diamond Gold Silver Bronze Low 20c/s 7c/s 4c/s Ice Box Medium 20c/s 9c/s 4c/s Ice Box High 20c/s 9c/s 7c/s Ice Box
To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED. A monthly report is send to Hindustan Coca- Cola Beverages Private Limited. The report is called as To create the Red Report A.C. Nielsen asks a set of question from the retailers which are as follows:
Related to Visicooler:
Is Cooler in the Hot Spot Location? Does it have all the products of Coca-Cola available? Is the display of the Coca-Cola display of the products in a standard such as sprite, Thums up, Maaza, Fanta and Limca",) Is cooler working properly? Is the cooler pure?
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RESEARCH METHODOLGY
1) The primary data has been conducted by way of Questionnaire directly with the grocery retailers, convenience store managers and eating and drinking. 2) Sample Area: Pune 3) Sample size: 250 outlets Total No. of respondents: 400 4) Total number of questions for questionnaire: 9 Type of Questions: Close ended questions 5) Samples that have been chosen are specifically retailers of coca- cola beverages. 6) The responses have been cumulated to acquire demand analysis from the sample outlets via non random sampling. 7) The data then collected has been projected in form of pie charts. SOURCES OF DATA COLLECTION
The data are collected from primary and secondary sources.
PRIMARY SOURCES y Gather information through Questionnaire. y Direct interview with Grocery outlet, Convenience store, and Eating and drinking . SECONDARY SOURCES 1. Internet Sites www.Coca-Cola.com, www.wikipedia.com, www.coca-colaindia.com 2. Activation booklet of the coca-cola. 3. RED tracker of the market developer. 4. Magazines - Business World Management and Technology
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LIMITATIONS
Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. The area of survey was Pune district and it was concentrated on urban area only. The psychological condition varies from place to place because in many places outlet owner was not supportive. The training was carried on in the peak season so market developer was not so supportive. Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer.
OBSERVATION
To collect order each and every outlet. To check visi-cooler with 100% purity. To see a soft drink in Brand Order. To see every outlet is this soft drink present in display rack. To see every outlet visi- cooler will present in prime location. To visit every outlet in regular basis. To go every outlet and listen any problems in visi- cooler and soft drink to be noted in complained diary. To see each and every outlet worked in better condition. To see as a Market developer (M.D) every outlet full fill in terms and conditions with visi-Cooler. To see as a Market developer (M.D.) if any outlet will not selling your product than you asked why you are not selling in my product. Then you give advice to outlet.
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PROBLEM Lack of pure visicooler .Purity level is worse condition because lean season. During lean season there is lack of special offer to promote selling. Availability standard in outlet is not according to terms and conditions of the company. There is number of unsatisfied red outlet with admission . Pepsico product is main competitor in market. In most outlet kinley water and soda is least preferred brand.
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CHAPTER 5 ANALYSIS
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DATA ANALYSIS
Questionnaire
Outlet Type: E&D Grocery Convenience
VISI COOLAR
14 21 105
110
, INTERPRETATION: In 250, 105 outlets prefer 7Ltrs visi cooler, 110 outlets prefer 9Ltrs. visi cooler, 21 prefer11Ltrs. visi cooler and only 14 prefer 2oLtrs visi cooler.
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7 57
INTERPRETATION: The volume wise distribution of sales in which 57 is in diamond category, 56 in gold category, 130 in silver category and only 7 in bronze category.
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PRI E POSITION
0 83
INTERPRETATION: Out of 250 outlets 167 outlets are on prime position where as 83 are not on prime position.
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TRADE CHANNEL
28 0 16
CONVENIENCE
INTERPRETATION: From the 250 outlets 206 outlets are the convenience, 16 are Grocery and 28 are eating and drinking.
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29
GLASS ORDER DEMAND REQURIED 221 GLASS ORDER DEMAND NOT REQURIED
INTERPRETATION: From 250 outlets 221 outlet are not able to make stock of glass bottles whereas only 29 outlets where able to make the stock of glass bottles.
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PURITY LEVEL
0 0
78
172
PURE UNPURE
INTERPRETATION: From 250 outlets, I found 172 outlets were pure while 78 were unpure outlets.
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FINDINGS
42% of outlets are having 7Ltrs. visi cooler, 44% of the total outlets having 9Ltrs. visi cooler, 8.4% outlets have 11Ltrs.visi cooler, and only 5.6% outlets have 20Ltrs. visi cooler. 52% market covers under the silver categories whereas remaining 22.3%, 22.4%, 2.8% are under diamond, gold, and bronze respectively. 66.8% of outlets are at prime position where as 33.2% outlets are not at prime position where consumer can see our product and choose as per there need. 82.4% outlets are convenience store, 11.2% are under the Eating & Drinking and remain under 6.4% are glossary shop. 88.4% outlets dont have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 11.6% are those outlets which have sufficient number of GOD. 68.8% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of Coca cola are placed and 31.2% of outlets dont keep visi cooler pure.
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SUGGESTION
We must visit all RED outlets where the activation elements are missing and it must be activated immediately. We must visit all those outlets and arrange the product according to COLOJ-K where are products are not placed in the visi cooler according to COLOJ-K. All the MD needs to visit all the red outlets regularly to keep the visi cooler pure. Prime position of outlets enhances the visibility of the product which help consumer to choose the product and sometimes it influences the customers to switch over from similar product. We should try the increase sell of outlets so that maximum outlets convert into upgrade class. We need to put effort to increase the required number of GOD as per the visi cooler size that they can keep 3day stock to meet the demand.
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CHAPTER 6 CONCLUSION
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Conclusion
Coca-Cola is the leading soft drink brand in Pune region & most selling brand in the region is Thumps Up, Sprite and Maaza. According to most of the outlet owners the product which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a major role in increasing sell of the soft drink.
Recommendation
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Regular visit to distributors Sales promotion and advertising to be made more frequent for brand building . Communications should be improved. Fulfill the Demand of product by company . In the fields sales situation. Sales persons work independently and away from the office . Sales reports provide data for evaluating performance. Company should make plans for better performance to the sales man. Company should be implementing the customers suggestions and complaints about products, service policies, price changes, advertising companies etc. Company should gather information of competitors activities. Transportation confers time utility and place utility to the product. It determines the companys customer service; it has also crucial bearing on the other elements of physical distribution and marketing.
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CHAPTER 7 QUESTIONNAIRE
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QUESTIONNAIRE
Outlet Owner: ................ .. Contact Number: . Location:
1. Outlet Name. 2. Marketing Developer Name 3. What size will you prefer for Visi Cooler? 7vc 9vc 11vc 20vc 4. How would you categorize your outlet? Diamond Gold Silver Bronze
5. Is outlet at the prime location? Yes [ ] No [ ] 6. Our products reach the customers through which trade channel? Connivance [] Grocery [] Eating & Drinking [] 7. Does the outlets need Glass Order demand? Yes [ ] No [ ] 8. Is Outlet Pure? Yes [ ]
No [ ]
9. Are you satisfied with the profits that you earn through the sales of our products? Yes [ ] No [ ]
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BIBILOGRAPHY
Reference: Books
Marketing Research Marketing Management Research Methodology
Authors
:Malhotra Naresh :Kotler Philip :Kothari C. R.
Websites :
www.quickmba.com www.indiacom.com www.yellowpages.com www.coca-colaindia.com
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