INTRODUCTION OF THE TOPIC EXECUTIVE SUMMARY HISTORY OF COCA COLA IN INDIA IMPORTANT LANDMARKS COMPNAY PROFILE OBJECTIVES GOALS MISSIN VISION VALUES ADVANCE SALES ORGANISATION CHARTS MARKETING STRATEGY HEADQUARTERS PRODUCTS AND BRAND MRP LIST COLOJK COCA COLA ADVERTISEMENTS PUNCHLINES MARKET SHARE MARKETING MIX (4 P‟S) INNOVATIONS MARKETING DISTRIBUTION GAP ANALYSIS LUCKNOW AS MARKET TRAINING TASK MARKET SUMMARY COKE Vs PEPSI RESEARCH METHODOLOGY SWOT ANALYSIS CONCLUSION
SUGGESTIONS FINDINGS LIMITATIONS BIBLIOGRAPHY
I am thankful to “ advance sales and services pvt.ltd. “ for offering me a great chance to undergo project training in this prestigious organization.
I would like to present my deep sense of gratitude to marketing head of modern trade, Mrs. Varsha and Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.
I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr. Shakil Khan for building concrete platform before sending me on training.
Fatima Samrah Tirmizi ( M.B.A III rd semester )
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.
The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.
Company sale do not reveal how well the company is performing relative to competitors. The company‟s overall market share is its sales expressed as a percentage of total market sales. gifts. Indian soft drink market today constitute two bif giant players coca-cola and pepsico. market share analysis is done. packaged in card board carton known as tetra pack has been introduced in the market. It has introduced various sharp and efficient tools like tor packages. Since so many changes have occurred due to ever changing government policies and customers demand. 2000ml and come in variety of flavors comes in glass as well as plastic bottles. Coca cola recently used tetra pack of maaza. 1000ml. Soft drinks are generally packed in 200ml. 500ml.EXECUTIVE SUMMARY
The main purpose of the project was to determine the maket share of coca cola in Modern Trade of Lucknow. After 1994 the eminent re-entry of coca cola. these companys have brought with them the concept of non. To cope up with this industry has also gone for many changes.alchoholic carbonated flavored and sweetened beverages. prices and other avenues to enhance social status and satisfying personal egos also. 1500ml. AS we know that there is cut throught competition between coke and pepsi. To access the relative performance.its very much ephasisizing on advertisemnts to increase sales and be in competition. Thanx to the liberalization policy adopted by the government which has led to the availability of these global brands in the Indian market. Indian soft drink industry in heading for two gaints war to capture the market. which is highly in demand and coke‟s new flavor vanilla coke which doesn‟t able to gain the attention of people in lucknow. With introduction of fruit pulp based soft drinks . coca coal should give suppress the sale od pepsi by giving proper schemes and discounts to
Virtually all the goods and services required to produce and market Coca-Cola products locally – including our Kinley water brand launched in 2000. our first powdered concentrate. making Coca-Cola one of the country‟s top international investors and in 2003. Sharing Universal Joy through Coca-Cola
. an energy drink launched in 2001. wastewater treatment plants. The Coca-Cola System has invested more than US $1 billion in India.
For as long as we‟ve been in India. conserve water. During the past decade. Coca-Cola India pledged to invest a further $100 million in its operations.
The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25 franchisee-owned bottling operations that directly employ 5.
On the basis of data analysis the increase in price of coca cola product didn‟t affect too much and the ratio of maaza is more than pepsi. promote education. and provide healthcare. and Sunfill. Shock. national and community levels to support programs that protect the environment. also launched in 2001 – are made in India. including new production facilities.
India: Our History in India
Coca-Cola India has made significant investments to build and continually improve its business in India. The Coca-Cola Company and our independent bottlers have been engaged at the international. distribution systems and marketing equipment.000.500 local people and create jobs for another 150.retailers at right time at right place in right ways which ultimately increases the sale of the company. ensuring that the benefits of such enterprises remain in the local communities in which they operate.
returned to India in 1993 after a 16 year hiatus. giving a new thumbs up to the Indian soft drink market. In the same year. waste water treatment plants. the corporation nourishing the global community with the world‟s largest selling soft drink concentrates since 1886. including new production facilities. It‟s no wonder our brands have assumed an iconic status in the minds of the world‟s
consumers. Coca-Cola India is among the country‟s top international investors.
Coca-Cola.a truly global brand that plays its own small part on the world stage. and marketing channels. Every person who drinks a Coca-Cola enjoys a moment of refreshment . the Company took over ownership of the nation‟s top soft-drink brand and bottling network. and
. distribution systems.and shares an experience that millions of others have savoured. and further pledged another US$100 million in 2003 for its operations.times with family and friends and special occasions when Coke was naturally there.The history of Coca-Cola is a story of special moments . A Healthy Growth to The Indian Economy Ever since. And all of those individual experiences combined have created a worldwide phenomenon . giving consumers the pleasure of world-class drinks to fill up their hydration. refreshment. A Pure Commitment to The Indian Economy The Company has shaken up the Indian carbonated drinks market greatly. having invested more than US$ 1 billion in India in the first decade. Coca-Cola India has made significant investments to build and continually consolidate its business in the country.
In 1884. C. and Pemberton's Globe Flower Cough Syrup. The charter became official on January 15. Three years later. Georgia and Utah in July 2009 with 60 locations around the country planned by the end of the summer. Revenue
The Coca-Cola Company North America offices in Sugar Land. It has also been instrumental in giving an exponential growth to the country‟s job listings. a co-partnership between Dr. The new president was D. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day.
Freestyle In 2009 the company introduced a new touch screen vending machine mixes from among Coca-Colas existing as well as new flavors producing more than 100 custom flavors. Texas. the company became a stock company and the name was changed to Pemberton Chemical Company. Mayfield. beverages bearing the
. the company had expanded their offerings to include Pemberton's Orange and Lemon Elixir. John Stith Pemberton and Ed Holland .nutrition needs. E. Pemberton stayed on as the superintendent. O. the company was again changed to Pemberton Medicine Company. Pemberton Medicine Company. 1889. Pemberton's Indian Queen Hair Dye. Murphy. By this time. History The Coca-Cola Company was originally established as the J. and J. H. The company's factory was located at No. the company received a charter with an authorized capital of $50. Bloodworth. the company sells beverage products in more than 200  countries. Doe while Ed Holland became the new Vice-President. United StatesAccording to the 2005 Annual Report.000. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola). Marietta St. A. Testing began in Southern California.
Finally in October 1888. this time between Pemberton. 107. another co-partnership.
Also according to the 2007 Annual Report. canning and distribution operations which produced approximately 58% of volume. beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total gallon sales. Japan and the People's Republic of China 20% spread throughout the rest of the world. Of these. Coca-Cola had gallon sales distributed as follows:
37% in the United States 43% in Mexico.
One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States. vending machines. distribute and merchandise the resulting Coca-Cola product to retail stores.
In 2005. produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The Coca-Cola Company had equity positions in 51 unconsolidated bottling. where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers.trademarks owned by or licensed to Coca-Cola account for approximately 1. Significant investees include:
. who hold territorially exclusive contracts with the company. Coca-Cola bottlers. The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Brazil. Bottlers Main article: List of assets owned by The Coca-Cola Company In general. The bottlers then sell.5 billion. restaurants and food service distributors.
and "its predecessors have been in the soft drink manufacturing and distribution business since 1902.36% of Coca-Cola Enterprises which produces (by population) for 78% of USA. 16% of Brazil. Indonesia. Bosnia-Herzegovina. 98% of Colombia. Russia. 100% of Costa Rica. Jordan. Argentina. Greece. which is the second largest Coca-Cola bottler in the United States. Switzerland and Ukraine. Romania. 23% of Coca-Cola Hellenic Bottling Company. Montenegro. Azerbaijan.A. 27% of Coca-Cola Bottling Co. Slovenia. 20% of Coca-Cola Içecek AŞ. Croatia. Hungary. and a part of Brazil. which produces (by population) for 100% of Turkey. and 30% of Argentina. Estonia. 11% of Embotellodora Andina which is the major bottler in Chile. New Zealand. Bulgaria. 34% of Coca-Cola Amatil Limited which produces (by population) for 98% of Indonesia and 100% of Australia. South Korea. of Ireland. Lithuania. Slovakia. which produces (by population) for 48% of Mexico. Nicaragua. Moldova. Kazakhstan.A.V. Macedonia. 40% of Coca-Cola FEMSA. S. Iraq & Turkmenistan. Kyrgyzstan. Syria. S. Poland. Rep. which produces (by population) for 67% of Italy and 100% of Armenia. continental France and the Netherlands. Serbia. Fiji and Papua New Guinea. the Czech Republic. Nigeria. 98% of Canada and 100% of Great Britain (but not Northern Ireland). Ecuador. Belgium and Monaco. Austria. Panama. de C. 47% of Guatemala. The company was incorporated in 1980. Northern Ireland. Belarus.
. Luxembourg. Peru and Venezuela. Latvia.
1950 1977 1991 1992 1993
. Coca-cola opened its first bottling plant in pune. Limca. name given seven. Alexgender. Citra. Coca-cola came back in India Britco Foods Company. Coca-cola started the operation in India. Samulus and Earl R Peassia of “ Indian route. Coca-cola bought all parle products thumps up.
1876 Johan Stees Pemberston discovered the formula of coke. maaza at $40 million.X of its formula.IMPORTANT LANDMARKS OF COCA-COLA HISTORY. First time coke introduce coca-cola in Agra. Gold: spot. Glass company designed the present bottle of coke and also it was the first patent bottle. Coca-cola closed the operation in India. Coca-cola company established in Atlanta.
Vision & Values The world is changing all around us. We must get ready for tomorrow today. That's what our 2020 Vision is all about.
The most common objectives are :
Profitability Sales growth Market share Improvement
Company‟s mission must be turned to specific objective for each level of management in a system known as a management by objective.COMPANY’S PROFILE
Mission. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners. understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. To continue to thrive as a business over the next ten years and beyond. we must look ahead.
To inspire moments of optimism and happiness..
To refresh the world. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities... quality growth. To create value and make a difference. enduring value.
People: Be a great place to work where people are inspired to be the best they can be. which is enduring.
. Partners: Nurture a winning network of customers and suppliers.. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
Risk diversification Innovation Satisfy the customer
Our Mission Our Roadmap starts with our mission.
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable. together we create mutual.
it's up to me Passion: Committed in heart and mind
Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be. Productivity: Be a highly effective. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world.
Finally the company goals are :
To earn maximum profit To satisfy the customer needs through better quality of product To maintain quality of product through best distribution system To continuously increase their own share of percentage in soft drinks
Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. lean and fast-moving organization.
optimism and fun
.what worked and what didn‟t
Be the Brand
Inspire creativity. we do well
Focus on the Market
Focus on needs of our consumers.
Diversity: As inclusive as our brands Quality: What we do. observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious
Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently
Act Like Owners
Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -. customers and franchise partners Get out into the market and listen. passion.
khurramnagar. managed by Mr. Lucknow. from where direct routes & distributor are fed.ADVANCE SALES & SERVICES (P) LTD. Advance sales & services pvt. It came into existence in 1989 having the capacity of producing six hundreds of bottles per minute of aerated abd 240 bottles per minute of non aerated bottles. The distributor for coca cola. Its sister concern Brindavan bottles ltd. They have ware house in charbagh. Ltd. PROFILE
Advance sales and services is the marketing and distributing concern of the Brindaban bottles.is situated at faizabad road. Vivek ladhani manages the marketing & distribution of coca-cola product in major parts of Uttar Pradesh covering the following district.. Its head office is situated as sitapur road. Lucknow. Lucknow Rae bareili Lalitpur Jhansi Hardoi Sitapur
. safedabad. The franchised bottlers of CCI limited it covered most part of UP and has an effective distribution system.
2009 India . India Published: May 05. member of Kolkata Knight Riders (KKR) . captain of Delhi Daredevils. and Ishant Sharma. unveiled a limited edition bottle of Coca-Cola for IPL. Both PepsiCo's „Youngistaan' brand ambassadors .have been formally present at various promotional activities for arch-rival CocaCola India. Coca Cola is deploying ambush marketing tactics during the Indian Premier League's second season.
. for instance. At the event.MARKET DEVELOPER
By: South Asia Correspondents. Consider this.Taking the direct advertising wars and spoof brawls of the cola giants a step further. attended a special send-off ceremony for Delhi Daredevils organised by Coca-Cola India. simply because Coca-Cola is the associate sponsor and the official pouring partner for both Delhi Daredevils and Kolkata Knight Riders.Virender Sehwag. along with Coke brand ambassador Gautam Gambhir. Sehwag. Sehwag.
040 crore) and enter into newer categories to boost operations in the Indian market. “We will be spending around $250 million in the next three years for setting up of infrastructure and strengthening sales and distribution activities. corporate releases. the resulting figures are benchmarked across leading competitors. executive chairman and regional creative director. This particular report was updated in the last quarter. For liabilities. Rather. marketing. the figures reported in this report are not historical but are forecasts and projections for the coming fiscal year. and all other figures are calculated as a percent of these figures. For the income statement. Icon Group chooses only those firms with sound financial situations or those not undergoing radical restructuring. at a press conference in New Delhi on Friday
. all figures are projections. McCann-Erickson. total liabilities and equity are indexed to equal to 100. or bankruptcy affects financial performance. Atul Singh. so due caution is required
Mumbai: Coca-Cola Co. Since the calculation of competitors benchmarks proceeds in a similar fashion. the larger gaps that the firm has vis-à-vis the leading competitors. Ratios are projected using raw financial statistics and. it is simply a substantial difference that might merit further attention or signal a firms relative strength or weakness for the coming fiscal year. for each part of the financial statement. Given a companys financial structure. CocaCola India and Prasoon Joshi. vice-president. The forecasts are updated quarterly. Coca-Cola India. the structure of the firms assets can be easily interpreted and compared with international benchmarks. we use an index system. Icon Group graphically reports. In order to maintain comparability over time and across companies and countries. In choosing the leading competitors. Here. All other assets are then calculated as a percent from total assets. Again. are therefore comparable. mergers.” said Venkatesh Kini. vice-president. A gap need not be a bad sign. one can directly conduct a financial gap analysis. South and South-East Asia. marketing. and various other data sources. CocaCola India. In the case of a firms assets. total revenue is indexed to equal 100.Though we heavily rely on historical performance. plans to invest $250 million (Rs1. we treat the total assets as equaling 100. president and CEO. as ratios. irrespective of the value of the local currency. or where random volatility. Venkatesh Kini. In this way. but are aggregated across all competitors. The source(s) for the various raw statistics include public filings.
where it managed to achieve a breakeven just last year. which accounts for the bulk of the revenue of both companies. Also on the company‟s agenda is setting up a retail university in India. according to a recent report by A.. Of this. such as China and India. Coca-Cola India also said that the parent company would seek India‟s help for global services in area such as engineering. finance. the carbonated segment grew from $1. are expected to perform well and stimulate Coke‟s sales and profit growth”. However.” said Kini. a UK-based consumer research company. a US based brokerage firm. marketing. grew at a compound annual growth rate of only around 1% between 1999 and 2006. (aka Glaceau) for $4.India has been one of the most difficult markets for Coca-Cola. Coca-Cola recently acquired US vitamin water maker Energy Brands Inc. grew 6% from $3. said the report. sports drink and juices. The cola major had re-entered India in 1993 after a gap of 16 years and.G. such as aam panna. the carbonated soft drinks segment. “Emerging markets. which includes carbonated soft drinks. “India is already one of the sourcing hub for talent and back-office operations and we plan to take it further. An analysis by the agency revealed that the soft drinks industry in India. With an aim to boost the relatively slower growth of carbonated drinks (at 6% annually) in India. Edwards & Sons. aam-panna and several milk-based drinks over the next three years.
.” said Kini. Now the company is betting big on India and plans to introduce brands from its parent company‟s portfolio and expanding its newer segments. and technical research and development. The company is also evaluating getting into categories such as energy drinks. has started growing sales with the latest quarter sales up 12%. the company will compete with its archrival PepsiCo India Holdings Pvt. besides adding new variants to its existing juice line-up under the Tropicana brand. “continued weakness in carbonated soft drinks (greater than 80% of Coke‟s volume) is a risk” to Coca-Cola‟s valuation.31 billion to $1.34 billion in 2006. in the past four quarters. Pepsico India announced its plans to launch traditional drinks such as nimbu-paani. primarily for the unorganized retailers such as local shopkeepers and paanwallahs. water and other drinks. and the roll-out of its juice brand Minute Maid (present only in South India) across India. With these launches.32 billion. According to Datamonitor. Inc.15 billion in 2004 to $3. Ltd in the non-carbonated drinks space. the cola major also announced the launch of Indianized drinks. juices.1 billion to boost its lagging position in the race to dominate the fast growing market for non-carbonated drinks. Earlier this year. “We are anticipating the future needs and exploring a wide range of products such as flavoured water and teas.
” a Coca-Cola India spokesperson said. He will report to Coca-Cola general manager (global juice centre). according to an indian report.
“This latest move is yet another example of global careers being offered to executives within the Coca-Cola system.” the spokesperson added.
Mr Kini had moved to India from Coca-Cola North America as vice president of Sprite and flavours in August 2006. as vice president for juice marketing. vice president for marketing in india.COCA COLA INDIA MARKETING VP MOVES TO ATLANTA Coca cola has said that venkatesh kini. has relocated to his global headquarters in atlanta.
COCA-COLA HEADQUARTER IN ATLANTA
. US. after a successful three-year term with Coca-Cola India as its vice president for marketing.
The announcement regarding Kini‟s replacement as the firm‟s India vice president for marketing will be made soon. He has been associated with the company since March 1998. is moving back to The Coca-Cola Company headquarters in Atlanta. Guy Wollaert. “Kini‟s elevation to this global role is a recognition of his marketing leadership. according to reports.
.Products and brands
1. Coca cola 2. Diet coke 3.
. 300 ml. Sprite 6. Georgia tea/coffee Soft drinks come in the following pack sizes :125 ml. Maaza 9. Limca 5. Fanta 7. 2 lt. 200 ml. Kinley water 11. 1 lt. Fanta apple 8. Pulpy orange 10. 500 ml. Kinley soda 12.4.
“life ho to aisi” and “thanda matlab coca-cola” were very popular and had entered the youth‟s vocabulary. From a humble beginning in 1886. Coca-cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people. The world‟s most valuable brand.aishwarya rai and hrithik roshan. it is now the flagship brand of the largest manufacturer. coca-cola was the leading soft drink till 1977 when the govt. Coca-Cola has truly remarkable heritage. music.
Glass 200 ml.COCA COLA
The world‟s favourite drink. marketer and distributer of non-alcoholic beverages in the world. etc. 2 lt
Can 330 ml
. even in the remote and inaccessible parts of the nation. Coca-cola had signed on various celebrities including movie stars like karishma kapoor. 300 ml
Pet 500 ml. policies necessitated its departure. sourav ganguly. cinema. The most recognizable word across the world after OK. In India. Coca-cola is very strongly associated with cricket. cocacola‟s advertising campaigns “jo chaho ho jaye”. cricketers such as srinath. aamir khan .
exciting personality Thums up is leading carbonated soft drink and most trusted brand in india. mature and uniquely masculine attitude. thums up was acquired by the coca-cola company in 1983. fizzy taste and its confident.THUMS UP
Strong cola taste. Thums up is known for its strong.
Glass 200 ml 300ml
Pet 500 ml 2 lt
Can 330 ml
. Originally introduced in 1977. this brand clearly seeks to separate the men from the boys.
Sprite was launched in year 1999 & today it has grown to be one of the fastest growing sof drinks. 4 soft drink & is sold in more than 190 countries. leading the clear lime category. sprite has stood for a straight forward and honest attitude. In India. Why ? With a strong appeal to the youth.
Glass 200 ml 300 ml
Pet 500 ml 2lt
Can 330 ml
. influence them to be true to who they are and to obey their thirst. Today Sprite is perceived as a youth icon. Its clear crisp refreshing taste encourages the today‟s youth to trust their instinct.SPRITE
Clear hai ! Worldwide Sprite is ranked as the no.
Lime n’ lemoni limca Lime n‟ lemoni limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, limca has been the original thirst choice of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and limca continues to be the leading flavour soft drink in the country. The success formula ? The sharp fizz and lamoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthen the brand franchise. Limca energizes, refreshes and transforms. Dive into the zingy refreshment of limca and walk away a new person.
Glass 200 ml 300 ml
Pet 500 ml 2 lt
Can 330 ml
Internationall,fanta the orange drink of coca-cola cmpan is seen as one of the favourite drinks since 1940‟s. fanta entered the indian market in the year 1993. Over the years fanta has occupied a strong market place and identified as “ the fun catalyst “. Perceived as a fun youth brand, fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. The positive imagery is associated with the happy, cheerful and special times with friends.
Glass 200 ml 300 ml
Pet 500 ml 2 lt
Can 330 ml
Yaari-dosti taaza maaza Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, maaza was acquired by coca-cola india.maaza currently dominates the fruit drink category. Over the years, brand maaza has become synonymous with mango. This has been the result of such successful campaigns like “ taaza mango,maaza mango ” and “ botal main aam,maaza hai naam “. Consumers regard maaza as wholesome, natural fundrink which delivers the real experience of fruit. The current advertising of maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevent emotional benefit to the moms rightly captured in the tagline “ yaari dosti taaza maaza “.
Glass 300 ml
Pet 1.2 lt
KINLEY MINERAL WATER
Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality of life and a healthy lifestyle. Kinley watre understands thr importance and value of this life giving force. It 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 coca-cola company. That is why we introduced kinley with reverse osmosis along with the latest technology to ensure the putiry of our product.
Pet 1.2 lt
lemon.INGREDIENTS OF COCA-COLA PRODUTS
SWEETENED CARBONATED BEVERAGE INGREDIENTS : Carbonated water Sugar and acidity regulator Contains permitted natural color Added flavors like orange. apple. mango. Contains no fruit Contains Caffeine Energy : 40 kcal Carbohydrate : 10 g Sugar : 10 g Protein : 0 g Fat : 0 g Secret ingredients are : 1 oz caffeine citrate 3 oz citric acid 1 fl oz extract vanilla 1 qt lime juice 2½ oz flavoring 30 lb (14 kg) sugar 4 fl oz fluid extract of coca (decocainized flavor essence of the coca leaf) 2½ gal water Caramel sufficient
2lt 300ml 1lt 500ml
PRICE 55 20 8 20 25 55 20 8 20 55 20 8 20 55 20 12 55 20 8 20 45 12 12
SOFT DRINKS Coca-cola
Can Diet coke Thums up
Fanta Apple Maaza Pulpy Orange Kinley Mineral Water Kinley Soda
QUANTITY 2lts 500ml 200ml 200ml 200ml 2lts 500ml 200ml 200ml 2lt 500ml 200ml 200ml 2lt 500ml 300ml 2lt 500ml 200ml 500ml 1.
5. 2. This is the order in which the flavors are arranged on shelves as per the company‟s marketing strategy to give additional effects to the brand. COLOJK pattern helps to : 1. 7. 3. 6. 4. Increase sales Customer convenience Flavor arrangement ( fizzy to sweet ) Easy stock check Catch missing flavors quickly Attract customer attention Quantity differentiation
COLOJK is the coca-cola products display pattern on shelves.
< CO > COLA
< L > LEMON
< O > ORANGE
< J >JUICES
CO ( cola )
L ( lemon )
O ( orange )
J ( juices )
K ( kinley )
KINLEY MINERAL WATER
The company uses advrtising to trigger desire as often and in as many ways as possible. “ coca-cola. Throughout the years.COCA-COLA ADVERTISEMENTS : THE REAL THING
Advertising has played an important role in the successnof our products since our 1 st newspaper ad in 1886. which read. white and you 1982 – Coke is it 1976 – Coke adds life 1971 – Id like to buy the world a coke 1969 – It‟s the real thing 1963 – Things go better with coke 1959 – Be really refreshing 1944 – Global high sign 1942 – It‟s the real thing 1936 – It‟s the refreshing thing to do 1929 – The pause that refreshes
. Here are some highlights :2007 – Piyo sir utha ke 2003 – Thanda matlab coca cola 2000 – Coca-cola enjoy 1993 – Always coca-cola 1990 – Can‟t beat the real thing 1989 – Can‟t beat the feeling 1986 – Red. Delicious ! refreshing ! exhilarating ! invigorating ! “.an‟t beat. slogans for coca-cola have always been memorable.
Akshay Kumar Thumps Up AD
New CAR one
MARKET SHARE ANALYSIS
Company sales do not reveal how the company is performing relative to competitors. Its served market is all the buyers who would be able and willing to buy its poducts. 2. are not included. since it requires only total industry sale. Overall market shares are normally the most available measure. 3. Profit maximization. Reduction in variable cost.
3-relative market share top ( to top three competitors ) : this involves expressing company‟s sales as a percentage of the combined sale of three largest competitors.
. There are four different measures for market share : 1over all market share : the company‟s over all market share is its scale expressed as a percentage of total market sale. I have used this measure in my project. ADVANTAGE OF ASSESSING MARKET SHARE For the organization 1.
To use unit sales – I hav eused in the project Defining the total market – In this project all the brands of coca-cola are included in total sales & the brands like milk badam. 4. 2Served market share : the company‟s served market share is its sales expressed as percentage of total sales to its served market. lassi & juices etc. Logo up the company‟s market share goes up so company is gaining on competitors. For this purpose management needs to track its market share. Two decision are necessary to use this measure. 4-relative market share : some companies track their shares as apercentage of the leading competitor‟s sale. High production – reduced cost Increase of overall productivity of organization.
Organization will provide more profit. Factors affecting market share of cold drink Number of outlet ( coverage ) 1. 2. Recommending ways of gaining market share 1. 3. 6. 7. 6. 2. Market information update 10. Sales promotion 9. Easy availability of product. Become a proud member of leading organization. advertising expenditure should be increased. Organization will get better shelf-space.5. It should increase the expenditure on slaes force. Profit increase. Better quality. Company should never resort to price-cutting because pepsi does and so net gain would follow that. 3. Increase of business. 5. 2. Dealer will become more loyal. New product development
. 4. Increase of brand image.
For the consumer 1. Sales promotion should be increased for providing subsidised chilling equipments. Distribution and product quality always be better than pepsi. Company should increase its marketing expenditure faster than the rate of market growth. Increase the number of outlets.
For the dealer 1. 2. 3. 3. Number of chilling equipments Extent of competition Price elasticity Effectiveness of distribution Seasonal pattern Marketing ( brand image ) Essential requirement of trade number of empties and chilling equipment in the market 8. 4. 4.
000 villages. Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched beverage consumption habits – tea. Adequate man-power
Coca-Cola: A Fortune 500 company in India Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment.700 towns and 175. Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across 4. SALES : Coca-cola sale is 60% and Pepsi sale is 40 %. It boasts of impeccable credentials on quality. 36 per cent share in fruit drinks segment and 33 per cent share in the packaged water segment.
. The company has doubled its volumes and trebled its profits between 2001 and 2004. Coca-Cola continues to re-affirm its commitment to India through active „Citizenship Efforts. Appropriate warehouse 12.” All its plants in India partner with local NGOs to alleviate local community issues in numerous small ways.11. nimbupaani (lemonade) and a fragmented and geographically dispersed retail market. and a high tax environment. In 2004.
It governs the working of five zones covering whole of india. These zones are divided into various plants which govern the areas assigned to them.
Product Product mix of coca-cola cocsist of various brand packs and flavour given in the table. The areas are the various distribution centres called distributors and C&F agents. Fanta apple and green apple is also introduced. company has priced the product same as that of itsmajor competitor or the market leader. In 2001 oue energy drink shock and our first powdered concentrate sunfill hit the market. Our kinley water was launched in 2000. place and promotion having its own significance. price . In coca-cola the information about all the P‟s is given here. These zones are northern zone.e.
Price Regarding the pricing policy or the price to the distributor is not disclosed to me but as for the different products of the company.
Place Coca-cola company in india is governed from its corporate offie located at gurgaon in haryana. product.MARKETING MIX AND STRATEGIES
Marketing mix of any organization consist of P‟s i.eastern zone. Diet-coke is made available for suger free users. that varies from one organization to other.
. western zone and andhra pradesh zone. Product strategy of the coca-cola is to promote all the brands available in all the brand packs and to introduce the product in new flavour and even new product regarding this “coca-cola” is introduced.
then comes then comes the reatilers who deal directly with the customers. Widened its businesss is really amazing.
. The cocacola company which gave its reach to the mouth of billions of people all around the world having a wide dstribution network in india the pace and speed at which coc-cola is going. distribution network is the biggest strength of the company.
Promotion In this part the marketing is playing a very vital and important role in the current situation in india luckying at the competition and advertising budget of both companies coca-cola and pepsi. One can easily estimate the importance of the promotion mix of coca-cola. It is divided into top line promotion and below line promotion.
Introducing more flavours to expand the market and invite more people. Schemes of one bottle free on other and combo packs to attract customers. Franchise to Mc Donalds and such counters is also given. distribution and marketing never seen before in india. Trademark tricycles and pushcharts with umbrellas covering a thousands of mobile outlets.three wheel vehices open bay for city distribution. Training for retailers in merchandising techniques such as product placement. DISTRIBUTION Full-depth stackable plastic crates in bright red colour with coca-cola trademark.INNOVATION
At the leading edge of the beverage industryfor over a century the coca-cola company system in india also introduced a series of innovation in the areas of production. Leading edge merchandising equipment. Large single and refillable glass bottles offering consumers more value. including ice-box. Georgia green refillable glass bottle produced 1st time in india to differentiarte the brand. Shelves in super houses Trollies for logistics within the store.spencers etc. Providing chillers and refrigerators to super market stores like big bazaar.
MARKETING “Image enhanced” graphics on signage retail outlet walls and delivery vehicles.coolers that allow small retailers to serve ice cold soft drinks.
. Bay route trucks.
Such analysis can be performed at the strategic or operational level of an organization. it is possible to compare that expectation with the company's current level of performance. Gap analysis naturally flows from benchmarking and other assessments.g. 'Average' or 'Poor'.g. This helps provide the company with insight into areas which could be improved.
. gap analysis is a tool that helps a company to compare its actual performance with its potential performance. The goal of gap analysis is to identify the gap between the optimized allocation and integration of the inputs. If a company or organization is not making the best use of its current resources or is forgoing investment in capital or technology. Note that 'GAP analysis' has also been used as a means for classification of how well a product or solution meets a targeted need or set of requirements.GAP ANANLYSIS
In business and economics. and the current level of allocation. documenting and approving the variance between business requirements and current capabilities.. to turn the salary payment process from paper-based to paperless with the use of a system). then it may be producing or performing at a level below its potential. human resources) Business direction Business processes Information technology Gap analysis provides a foundation for measuring investment of time. The gap analysis process involves determining. Once the general expectation of performance in the industry is understood. At its core are two questions: "Where are we?" and "Where do we want to be?". money and human resources required to achieve a particular outcome (e. This comparison becomes the gap analysis. Gap analysis is a formal study of what a business is doing currently and where it wants to go in the future. 'GAP' can be used as a ranking of 'Good'. in different perspectives. as follows: Organization (e. In this case. It can be conducted. This terminology does appear in the PRINCE2 project management publication from the OGC. This concept is similar to the base case of being below one's production possibilities frontier.
Product Gap The product gap. represents that part of the market from which the individual organization is excluded because of product or service characteristics. (2) cross-lists factors required to achieve the future objectives ("what should be"). but the trade-off. or it may be because the positioning of its offering effectively excludes it from certain groups of potential consumers. in particular from the use of the Boston Consulting Group Growth-share matrix. Segmentation and positioning are very powerful marketing techniques. That gap has to be filled if the organization is to survive and grow. the technique of gap analysis can be used. and then (3) highlights the 'gaps' that exist and need to be 'filled. performance levels) of the present situation ("what is"). This may have come about because the market has been segmented and the organization does not have offerings in some segments. and needs assessment Gap analysis and new products The need for new products or additions to existing lines may have emerged from portfolio analyses. competencies. because there are competitive offerings much better placed in relation to these groups. Thus an examination of what profits are forecasted for the organization as a whole compared with where the organization (in particular its shareholders) 'wants' those profits to be represents what is called the 'planning gap': this shows what is needed of new activities in general and of new products in particular. needs analysis. or the need will have emerged from the regular process of following trends in the requirements of consumers. to be set against the improved focus. It begins with (1) listing of characteristic factors (such as attributes. This segmentation may well be the result of deliberate policy. is that some parts of the market may effectively be
.' Also called need-gap analysis. At some point a gap will have emerged between what the existing products offer the consumer and what the consumer demands.Definition Technique for determining the steps to be taken in moving from a current state to a desired future-state. which could also be described as the segment or positioning gap. To identify a gap in the market.
gaps in the product range are looked for.put beyond reach. question the worth of the theoretical gap analysis described earlier. On the other hand. hence the emphasis on the importance of correct positioning. regardless of where the current products stand. Many marketers would.
Market gap analysis In the type of analysis described above. The product gap is probably the main element of the planning gap in which the organization can have a productive input. which the company could profitably address. Another perspective (essentially taking the `product gap' to its logical conclusion) is to look for gaps in the 'market' (in a variation on `product positioning'. and has simply let its offerings drift to where they now are. Study GAP Analysis of outlets in MODERN TRADE Modern trade is divided into 3 sections : Hyper Super Convenio
. Instead. and using the multidimensional `mapping'). it may frequently be by default. the organization has not thought about its positioning. they would immediately start proactively to pursue a search for a competitive advantage.
spacious corridors. With a buildup area of approx 525 thosand sq. Pulse food. With its majestic elevation. opened in November 2005. In the same line the recent project Sahara Ganj. Biz Bazaar and Spencers. furniture. from our baggage is to provide the city with the best entertainment arena. I had to do the market survey of super houses in Lucknow. River Side Mall & Wave (West End Mall ) in Gomti Nagar. Lucknow is going through a transformation in its lifestyle with sahara infrastructure and housing generating ample avenues. Matching the international standards and having the best value additions. massive atrium. Big Bazaar & Pantaloonsare the anchors along with other occupents who are in the section of garments. Be it residential or commercial. it is self sufficient in its offerings & specifications of highest order. Having its dimensions stretching from lucknow itself of various small homelets situated as for 90 to 120 kilometers. it is 3 rd largest mall in India. etc. our projects are making a statement that is bound to turn to eyes.e. So I had done a market survey of these stores located in Sahara Ganj . technology and services. As we all know we have only two super house in lucknow i. Moti Mahal etc area few names that serve food in this mall premise.Spencers ( Nishat Ganj Gomti Nagar ) and River Side mall . it truly orchestrates a synergetic symphony of reatiling amidst the environment of recreation and pleasure with state-of-the-art facilities. entertainment.Big Bazaar ( Gomti Nagar )
. Barista.Big Bazaar ( Shahnajaf Road ) Fun Republic . Nirula‟s.LUCKNOW AS A MARKET
A market comprising o both semi-urban and semi-rural type of consumers. Having an equally competitive market provides the major competition ground for soft drink giants. multiple escalators & designer capsule lift it is altogether a different world. Othe malls in the city are Fun Republic Mall. The food chains like McDonald‟s. Java Green.ft. construction. Sahar Ganj is poised to become a pioneer in its class which shall set the standard in terms of quality of design development. A brand super mall.
juices or fizzy drinks
.I had to survey the Food Bazaar in Big Bazaar to check : the coca-cola stock availability its supply and demand product display on shelves and chillers soft drinks‟ expiry date availability of stock in warehouse sales per day take purchase orders make the schemes available to consumers deal with the customers convince them to buy our cold drink ask people in the malls about their choice drink – coke or pepsi ? survey in the malls and ask people what do they prefer more .
product availabilty was good and appreciable.
.1 hoard corner and a warehouse at the backyard for coke products. Our surbey section was the Food Bazaar on ground floor. is the most happening mall in the town. sale was also very fast with no wastage of stock.Big Bazaar is a family store which keeps every possible item. Big Bazaar in Sahara Ganj is running on 3 floors.BIG BAZAAR ( SAHARA GANJ )
Located in the middle of the city. Food Bazaar had 1 big common chiller.1. bulk sale was noticed. 1 shelf.
Food section is on the ground floor.2. 2-3 display stands and a warehouse in basement.SPENCERS ( FUN REPUBLIC )
Located in Gomti Nagar Nishat Ganj extension area.2 shelves. Its also a family store with a small food section with 1 chiller for coke.
3.supply was instant and availability was good enough.
.stands and warehouse. The Food Bazaar here also is on the ground floor with 1 big chiller for coke.BIG BAZAAR ( RIVER SIDE MALL )
Located in Gomti Nagar area of city aside Ambedkar Park.the sale here was not very good but average.display panels.
Singh Salman Meghna Rahul Deepak Ravish
.MARKET SURVEY OF COKE PRODUCTS
COKE Radhika Afia THUMSUP Shabeena Adil Adnan Seema Shazia Akansha Madood Samreen Shariq Fauzia Yusuf Mr.Walia Kavita Rahul Saumya Pappu Ritu Fatima Fahad Parul Chetan Meraj Hari Amina Salma Reeta Nazia Vaibhav Khushbu Mayank Chnki Raja Lily Apoorva Purab Jai Vidushi vidushi Sandeep Sumi Asmi Zehra Naghma Lalita Shely SPRITE Noman Mariya shauri kajal Mehek Pankaj Jyoti Pinky Puja Azra Aisha Piku Ibad rani LIMCA MAAZA Nauman FANTA MIRINDA Saurab SLICE Mary PEPSI DEW
Varsha Pooja Hidayat Shahrukh shilpi sakshi richa sonal Kriti Mr.
JUICES & CUSTOMERS
FIZZY DRINKS JUICES CUSTOMERS Faiz Rohan Akshat Zohaib zeeshan Shama Shuivi Riaz Kangna Divya pushkar Rimi Azmi Shantanu Asif Shruti Vandana
There is a tough competition between two major soft drink companies namely the coca cola company and the pepsico. In lemon drinks coca cola provides limca & spirite whereas pepsico provides 7up & mountain dew. vishal mega mart. 7. Prices of coca cola soft drinks are more reasonable than pepsi. Coca cola does provide the entire flavor in the market but pepsi does not provide all the flavors like fanta apple. 11. fanta green apple. Coke provides better promotional schemes and services as compared to pepsi. Coke provides more varities wheras pepsi does not. 3. In black drinks coke offers coca cola and thumpsup whereas pepsico provides just pepsi.5. Orange drinks by coca cola are fanta & pulpy orange whereas pepsico provides mirinda. counters abd display shelves in super houses as compared to pepsico. Coca cola was the first company to introduce coca cola small glass bottles 200 ml at Rs. 8. 2. Latest promotional schemes of coca cola are profitable for customers as compared to pepsi.. Campaigning schemes are better of coca cola as compared to Pepsi. Eg big bazaar. Coke also provides a hot beverage like georgia tea/coffee where as pepsico does not provide any such beverage. pulpy orange.e. 13. 9. Coke has better chillers. 10.1. i. 4. Coca cola provides the product range of 11 while pepsico provides 9 of them. Delivery van of coca cola are in better condition as compared to pepsico.
. 5. diet coke. 6. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89 only. 12.
Present the findings. Collect the information. each of these decision require information from the market to increase the chance of getting it right. information that is readily available.
.” It‟s no longer enough to satisfy customers. Analyze the information. you must delight them.
Define the problem and research objective. the American management association adopted a new definition of Market research. which link the customer and public to the marketer through information that is used to identify and define marketing opportunity and problem. “Market research is the function. the market plan need to cover area such as the product specification and its relation to the consumer needs and requirement.
DEFINING MARKET RESEARCH
In 1987. analysis and reporting of data and findings relevant to a specific marketing situation facing the company. sales levels etc. Marketing research is the systematic design. Whether the product is confectionery bar or an engineering product. 5. monitor marketing performance “. collection. And improve understanding of marketing as a process. 4.
Effective marketing research involves the following 5 steps :-
1. 2.RESEARCH METHODOLOGY
Most business that fails to do so because they have not obtained analysed or acted upon market information regarding their product or service. refine and revalue marketing actions. branding pricing distribution method. 3. advertising support market definition and segmentation forecast. Develop the research plan.
RESEARCH DESIGN INFORMATION : INFORMATION NEEDS FROM AN EDS Descriptive research design was used to collect the information needed regarding the following for both coca-cola and pepsi. Address. Availability of filled stock. Signage and display present. field work and the data collection method and analysis procedure. 2. Complain handling.RESEARCH METHODOLOGY
The purpose of methodology is to describe the research procedure. Type of research Method of Research Sampling Method Sample Unit Sample Size : : : : : Exploratory Research Design Data Collection Method Random Sampling Hyper 3
METHOD OF DATA COLLECTION 1. Presence of sales generating assests(SGA‟s) own your assests (OYA‟s) & Ice Boxes. Purity & proper functioning of visi.
Total number of outlets. types of outlets.
. Mode of payment.cooler. Behavior of company Sales person. Service frequency. phone number. Primary data collection : The survey report and the questionnaires are filled up by the data from primary sources. Name. the sampling procedure. Secondary data collection : Some of the data is also collected from the company websites. This includes overall research design.
for example we perform precise analysis of fruit juices and other ingredients send to us by our suppliers to ensure and to improve product quality. summaries were generated in prescribed format.
ANALYSIS OF EDS DATA The EDS data was compiled at each distributor area level( in case of an agency) and each route level( in case of a direct route). by all our business units this enables us to raise a standard even higher. We inform and educate our business partners about our standards so that
.Fieldwork was done onto maximum accuracy from my side but some discrepancy might have crept in keeping in mind the limitations of the fieldwork.
COMPILATION OF EDS Data was collected from primary source because the objective of the project was to find out market share first hand. The coca cola quality system mandates indepth self assessment through our operations. processes and relationships. or relying on any form of secondary data was not the idea. In our ingredients evaluation laboratories. The analysis of these summaries laid the foundation for all the further work of the project. Everyone who works for or with coca-cola is empowered and expected to maintain the highest standard Of quality in product. The data collected according to the structured EDS format and maximum possible effort was made to reduce subjectivity. Primary data thus gave current position of market share of coke.
COMMITMENT TO QUALITY:
The coca-cola quality system is a world wide initiative involving every aspect of our business. Our processes too undergo constant scrutiny to safe guard water we use in our product and the packaging that carries them to our customers. We are never content to let our standard become static. For each of these areas.
METHODS ADOPTED FOR DATA ANALYSIS The data analysis is done through the following : Tables Pie chart Flowchart
. a sample size of 3 hyper stores was taken –Big Bazaar ( Sahara Ganj ).they meet the highest quality requirements. Under the coca cola quality systems quantity is our highest business onjective and our highest enduring obligations. Big Bazaar ( Riverside Mall ) and Spencers ( Fun Republic ). For the purpose of study.
SAMPLING PLAN The study was conducted in Lucknow.
Adopted two types of distribution channels (direct route & indirect route). Well trained and experienced workers and executives are avalaible. Brand “Thumps up” alone covers the big market.
THREATS High growth of competitors product.
WEAKNESSES Less personal contacts with retailers. Service is not good.
OPPORTUNITIES High growth rate for fruit drink market. A company official does not visit outlets regularly.A‟s ( Sales generating assets) Not proper condition with retailers. Limited schemes.G. Strong distribution network. Repairing of S. Therefore there is a need only of marinating this share in future. Less advertisement channels.
STRENGTHS Good company image. Better facility provided by the competitors to their distribution this might lead to swittch over to slice distribution towards competitors.
It is advisable to maintain a brand loyalty in the company as it is in the other countries so it should maintain the direct contact with the retailers and influences them by monetary benefits. This survey was conducted on the basis of availability of different flavors and packs of a specific brand. Coca cola exceeded its arch rival pepsico by a good percentage. IT carries out a total product sales It carries out a total product sales pyramid which shows the dependence criteria of the various segment made in it. That was how I was able to apply my theory in project. Fate dealer survey the consumers in wrong direction. On the basis of brand survey concluded in Lucknow city coca cola emerged as a winner among cola war. The inclination towards the specific segment has to be understood clearly because it indicates a sale of particular flavor which is more appealing than the other ones. monopoly counters and its marketing strategy. Connecting link influences the choice of the wire a lot and has to be kept in mind. Example: thumpsup which is proving as a range among young generation also observe the change between the fate dealer. The major driving force for coca cola was its cordial customers relationships. gave me a good scope to study the working market. subdealers.CONCLUSION
My rigorous summer training on the project titled market share of coca cola in lucknow city. Each segment has its own pros and cons.
There is more demand of coke and thumps up because of better promotional schemes. Glow signs.89 only. thus coke is better.FINDINGS
There is a tough competition between two major soft drinks companies in the market namely the coca cola Company and pepsi. Coca-cola sales people are good in interaction and dealing with customers. Delivery van of coca cola is in better condition as compared to pepsi. coke offers two bottles (2lts) at a price of Rs. services and profit margin (difference of Rs. Coke offers 11 products in its product line. In the segments of pet bottles. Campaigning schemes of coca cola are better of coca cola. Coke provides better promotional schemes and services as compared to pepsi.
. paintings and signage of coke are more than compare to pepsi.8) Coke also produces a hot beverage: Georgia tea/coffee. Coca-Cola provides the entire flavor in the market but pepsi does not provide all the flavors. Personal relations with the retailers influence the frequency of supply.
Success of undertaking of project lies in the unbranded implemental suggestions.Company itself should develop of good report with retailers who have large scale and should be continuously motivated by using mopnetory motivations. 5. 3. For effective distribution network 1. 2. services to retailer is very essential. Sometime these suggestions play an important role in planning of an organization. 3.Strategy of coca cola of appointing sub dealer in different localiytu does not seem to be fruitful. This will give a good impression to the customers and it will also help in making consumers brand loyal. 2.Company shpould emphasis more on availability of various flavors to meet out the demand of customers through proper supply chain. 4.Daily visit of vehicles.Concrete on outputs area were required huge quantity of goods. as we found that direct expanation of small retailers in term of scheme and price of careates.Proper arrangements of vehicles taxi in supply product.From advertising and brand loyalty concept point of view company should make more and more monopoly counters in prime locations. 7.
.Daily visit of executive is to make a good distribution network and satisfaction to retailers and dealers.To appoint sub-dealer and monopoly counter for effective supply product.Proper supply of goods. Some of these important suggestions are as follows:
For market share of different flavor 1. 6.SUGGESTIONS
Suggestions are the most vital section of project report.
.Incase of 500ml pet bottles . 2. 3.Advertisement should be present in an emotional way with good brand ambassador so that it will help to sell more and more.This is the duty of company executive abd personnel to convey proper information & schemes to retailers about the brand and should see the availability of product On the basis of advertisements. coca cola and fanta these are available in suficient quantity. 1.Each brand has distinguish punch line for instant communication to customer. its demand is more but the delivery of it is not proper for the reason customer is re divert to the purchase of pepsi. 2.The major brand of company ib thumps up.For availability of brands
it has limitations.Due to shortage of monetory resources the project report does not reach to its perfection. 5.The entry and exit of new and old outlets can also effect the market share.The survey has been conducted in few areas of lucknow due to limited time.
. 4. so these data cant be generalised for the complete year.Lack of knowledge of area has also affected the research.Time factor acted a big constant. 8. It is very difficult to make people understand the significance of conducting survey. 7. 6. which are listed below: 1. which is the boom period. The universe is too large to be covered within given time period.Lack of sales executive interest to answer the question is also an important limitation.Data collected during the summer session.Some dealers did not want to tell us the actual sale of soft drinks from the counter. 2. 3. 10. Some respondants were not willing to answer.Lack of customers interest to answer the question is also an important limitations.LIMITATIONS
When such a project is conducted. 9.There is lack of co ordination among the various agencies of the companies.
org/wiki/Gap_analysis www.shtml www.com/defi SUGGESTION nition/gap-analysis.html www.com/reports/200193 www.wikipedia.researchandmarkets..livemint.org/wiki/The_Coca-Cola_Company www.com/ourcompany/manifesto_for_growth.html en./CocaCola-bets-big-on-India-p.com/2007/.BIBLIOGRAPHY
KURSI RAOD. LUCKNOW-226026 WWW. SHAKIL KHAN H. COCA-COLA. SHISHIR SRIVASTAVA MARKETING HEAD.B.IN
.) INTEGRAL UNIVERSITY
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
MADE BY :BUSHRA SIDDIQUI MBA 2ND YEAR. 00800122025
INTEGRAL UNIVERSITY DASAULI. MARKETING ROLL NO.O.D.A PROJECT REPORT ON “MARKET SURVEY AND GAP ANALYSIS OF OUTLETS IN MODERN TRADE” PREPARED AND PRESENTED TO
UNDER THE GUIDANCE OF MR.INTEGRALUNIVERSITY.LUCKNOW UNDER GUIDANCE OF MOHD. (M.AC.A.
(M.A PROJECT REPORT ON “MARKET SURVEY AND GAP ANALYSIS OF OUTLETS IN MODERN TRADE” PREPARED AND PRESENTED TO
“COCA-COLA” UNDER THE GUIDANCE OF MR. MARKETING ROLL NO.IN
. SHAKIL KHAN H.LUCKNOW UNDER GUIDANCE OF MOHD.A. 00800122029
INTEGRAL UNIVERSITY DASAULI.B.O.D.) INTEGRAL UNIVERSITY
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
MADE BY : DIVYA KESARVANI MBA 2ND YEAR. COCA-COLA. LUCKNOW-226026 WWW. SHISHIR SRIVASTAVA MARKETING HEAD.AC. KURSI RAOD.INTEGRALUNIVERSITY.
I would like to present my deep sense of gratitude to marketing head of modern trade.
Divya Kesarwani ( M. “ for offering me a great chance to undergo project training in this prestigious organization. Mrs. Varsha and Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.
I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr.ltd.B.ACKNOWLEDGEMENT
I am thankful to “ advance sales and services pvt.A III rd semester )
. Shakil Khan for building concrete platform before sending me on training.
Mrs. Shakil Khan for building concrete platform before sending me on training.A III rd semester )
I am thankful to “ advance sales and services pvt.
Bushra Siddiqui ( M. “ for offering me a great chance to undergo project training in this prestigious organization. Varsha and .ltd.Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.B.
I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr.
I would like to present my deep sense of gratitude to marketing head of modern trade.
SPRITE AD SANIA MIRZA
FANTA AD RANI MUKHERJEE