INTRODUCTION

Dealer and retailers satisfaction means the feelings of the dealer regarding the company about the product and motivational factors that are given by the company. Dealer and retailers satisfaction depends on the incentives given by the company, commission, discounts, special appraisals and gifts given by the company for the performance of the sales. In present market is a buyer market instead of seller market in which buyer treat as supreme success of product or service depends how consumers perceives it in the light of his requirement and availability to pay for it. Consumers are aware of different brand of products, more over the intense completion in the market has given the consumer wide range of products are intelligent and they know what is the best available in the market, they can‘t be cheated any more. In consumer durable market coca-cola is the well-known name in the world. It produces different types of soft drinks. The project report deals with the satisfaction level of dealer and retailer about Hindustan Coca-cola beverages brand (soft drinks) in the region of Hyderabad.

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NEED AND IMPORTANCE OF THE STUDY
The study is important in as much as the retailers, dealers or the primary contact between manufactures and the consumers. It is also to be noted that is the dealers who ―PUSH‖ the product and a proper awareness of the state of affairs at the dealer and retailers outlets is important for a company to nature and motivate them for a better performance.

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SCOPE OF THE STUDY
To understand the dealer and retailers perception about the company and to study the dealer requirements and their satisfaction. In the competitive market every company wants to maintain good network with the dealers and retailers. Consumer‘s satisfaction is very important for every company to increase their market share. So this project is mainly concentrated on dealer and retailers network and satisfaction.

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 To know the suitable media for coca-cola  To know the best promotion strategy for Hindustan Coca-cola Beverages Pvt.  To know supply from the company.OBJECTIVES OF THE STUDY  To know the different brands of Coca – Cola Brands and the consumption pattern at the various Eating and Drinking channel  To know how effectively the stock is available at the outlet.Ltd 4 .  To know whether the Hindustan Coca – Cola Beverages Pvt.  To know the dealer and retailers professional relationship with the suppliers. Ltd take part in some of the promotions activities run by an out let and to support them.

Well Structure Questionnaire. it is collected from the respondents through Questionnaire it is collected from company and records News paper Secondary Data (www. Simple percentages method : 5 . survey method. Primary and secondary sources.RESEARCH METHODOLOGY: Research Design Research instrument Research approach Data sources Primary Data : : : : : : it is descriptive in nature.coca-cola.com) Population Sample size Sampling Procedure Statistical tools used : : 400 200 : Convenience sampling.

DATA COLLECTION TECHNIQUES It is necessary to collect accurate and reliable data in order to achieve the objectives.RESEARCH METHODOLOGY AND SAMPLE SIZE ―Research Methodology‖ is the systematic finding. Choosing some respondents and getting their views directly by letting them to fill the questionnaire in person by themselves called the data. pertaining to the market goods and services. The data classified as follows: 1. 2. 6 . SECONDARY DATA Secondary Data is the data that consist of infrastructure already existing somewhere that has been collected for another process. All the Research Projects conducted scientifically have a specific framework f controls in order to control the data so that only the required data is collected in the most efficient and effective way and that particular control framework is called Research Methodology. Primary data Secondary data PRIMARY DATA The data collected by the research for assistance on his behalf for executing the project is called primary data. recording and analyzing of the data.

2. which covered the following areas SAMPLE SIZE Information is collected from a sample of 200 outlets representatives. It consists of multiple choice & short questions. Observation method Personal interview with retailers & dealers The methodology adopted or conducting market survey comprises of meeting retailer. Analytical Method: simple percentage method is used for the analysis purpose 7 . RESEARCH PROCEDURE The questionnaire designed for the study in the structured & disguised in nature. of both the companies. The survey was conducting in Twin Cities. dealers and non-dealers. Duration of the project is 45 days.TECHNIQUES FOR COLLECTING DATA 1.

 The sample size of the survey was very from which the conclusion and evaluations are made.  The data is collected randomly and is confined to limited areas in Hyderabad and Secunderabad .  Increase in competition from their rival (Pepsi) both locally and globally. September where the sales would normally be good and interpretation may not suit the exact figures.LIMITATIONS OF THE SUTDY  The survey results can‘t be generalized to other regions as the study is restricted to twin cities only and this survey was conducted in the month of August.  Limited knowledge of the most of the dealers and retailers about the soft drinks.  Most of the retailers are UN satisfied with supply of Coca –  Less margins and more competition. Cola brands 8 .  Declining the demand of cola.

However during Coca-Cola and Pepsi‘s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market. 9 .SOFT DRINKS INDUSTRY BEVERAGES Alcoholic Non-Alcoholic Carbonated NonCarbonated Cola Non-Cola Non-Cola Since the early 1990‘s Coca-Cola Corporation and PepsiCo have been combating on what is known as the ―Beverage Battlefield‖ in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities.

the counterman at Jacob's. Thanks to the efforts of such scientists as Joseph Priestley and John Nooth. 10 . pharmacist Charles Hires and his bride spent their honeymoon at a New Jersey farm.HISTORY OF THE SOFT DRINKS Any drink that is not hard liquor can be referred to as a 'soft drink'. Conceived of as a headache remedy by pharmacist John Pemberton. Lemon's Superior Sparkling Ginger Ale has the distinction of receiving the first US trademark registration in 1871. By 1886. The next year. mineral baths had been popular at least since the times of the ancient Romans. ginger ale became a popular drink. If the waters were good to soak in. carbonated lemonade was for sale in England. clear. he offered his "Hires Root Beer Extract" at the Philadelphia Fair. Forty years later. it was a more attractive beverage. where they enjoyed an herb tea made largely of wild roots. the syrup was sold on a trial basis to William Venable. became the debut site for Coca-Cola. Dr Pepper. this feat was accomplished. And the ability to add flavors was keeping pace. it was available in bottles. too: Coca-Cola. By 1833. which will prove important later. sweetened beverages also known as soda or soda pop. by being the supplier of the health-inducing carbonated water. Why did people want to drink carbonated water? Well. Georgia. in 1875. in 1784 citric acid was developed from lemon juice. Scientists searched for the mysterious cause of these bubbles. however. sought a way to infuse plain water with this gas. 1886 is a key year for soft drink history for other reasons. The urge to flavor this sparkling water came quickly. Venable added a shot of the syrup. in this piece 'soft drink' refers to carbonated. this is how pharmacies. Jacob's Pharmacy of Atlanta. because bubbling water was equated with health. how much better for you to drink. and Moxie were all introduced to the pharmacy-going public. and then. Carbonated water was for sale by the end of the 1700s. the reasoning went. determining carbon dioxide to be the answer. get into the picture. after experimenting with these flavors on his own. rather than cloudy like ginger beer. Four years later.

named for a famous Champagne. created as a cure for dyspepsia. Moxie. the pharmacy owner. Free from Caffeine". Canada Dry Ginger Ale was introduced in 1908 by John McLaughlin. Whatever the facts. a chemist. the US Food Administration deemed it inessential. Clicquot Club Ginger Ale. however. Its appeal was largely in its pale color. the advent of six-packs of bottled sodas helped the drink find a place at home. earlier ginger ales had been dark. the herb gentian. Pepper. especially in the face of the severe sugar shortages. In 1903. Most agree that either Robert Lazenby. or Wade Morrison. as opposed to only being consumed at the local pharmacy or restaurant. according to the Dr. which didn't quite pay for the almost seventy-five dollars he spent in advertising. the man that refused to permit Morrison to marry Miss Pepper. went into business. In his first year of business. Texas. Pemberton made twenty-five dollars.) There are. consumers that desired a flavorful drink increasingly chose these carbonated beverages. became the first nationally advertised soft drink. It's an acquired taste. introduced the artificially flavored black cherry drink called Dr. created the drink. Prohibition (1920-1933) gave it a big push. Royal-Crown Cola debuted in Columbus. fifteen stories that tell who developed it and how the drink was named. The name allegedly comes from Confederate Army doctor Charles Pepper. (Caffeine would be added later. the two quickly became partners in the beverage business. but rather. was the drink with a difference--the main ingredient is not carbonated water.made in part from the leaves of the coca plant and the caffeine-laced juice of the kola nut. Georgia in 1905. Once hard liquor was no longer legally available. A few years later. World War One nearly shut down this burgeoning industry. 11 . the "King of Beverages. In addition. Pepper Museum. The Old Corner Drug Store in Waco. Pepsi-Cola. which rivals Coca-Cola in these early years.

and was created in 1952 by Kirsch Beverages of Brooklyn. Many smaller companies west out of business. the US Food Administration limited the access to soft drinks to the general public. in the late 1980s. However. 7-Up. Diet Pepsi went on the market in 1965. providing a uniformity of flavor that individual soda fountains couldn't achieve. the soldier's morale wasn't allowed to suffer so their access to the sweet drinks was guaranteed by the building of overseas plants. Despite popularity on college campuses. it never became the 12 . reacted as a backlash movement. Canada Dry followed suit in 1936.The industry was dealt a double blow when Prohibition ends since the Depression was in full swing. Diet-Rite Cola. Pepsi-Cola began selling its beverage in 12ounce bottles. from the Royal Crown Company. manufacturers started using aspartame. It was sweetened with cyclamates. In the 1980s. this lead to Pepsi's most famous jingle: Pepsi Cola hits the spot Twelve full ounces. caffeine-free versions of soft drinks became more popular as well. under the trade name Nutra-Sweet. tonic water. The 1960's saw the beginnings of the diet drink industry. proclaiming that it has twice the caffeine as regular colas. No-Cal Ginger Ale was the first diet soft drink . New York. began to advertise itself as a great mixer for hard liquor in 1933 when Prohibition ended. Coca-Cola introduces Tab the following year. It's distribution remains local. In the 1980s. Consumers liked the more 'natural' taste. and club soda. 1933 saw other developments--Coca-Cola began marketing a new fountain mixer that combines the syrup and water automatically. not dieters. too Pepsi-Cola is the drink for you. as opposed to the 6. In 1939. that's a lot Twice as much for a nickel. Saccharine-sweetened. was the first drink sold nationwide. which had debuted in 1929 as Lithiated Lemon. it was designed for diabetics. In 1962. During World War II. Jolt Cola. weathering the crisis by developing Tom Collins mix.and 8-ounce bottles preferred by the competition.

the soft drink industry is lucrative with a potential for high profits. The growth rate has been recently criticized due to the U. but market saturation especially in the U. Profitability in the soft drink industry will remain rather solid. wars. and sports 13 . and the health movement. they anticipate and meet the public's ever-changing taste. DOMINANT ECONOMIC FACTORS Market size.S. illustrated. soft drink leaders are establishing themselves in alternative markets such as the snack.‖ The change is attributed to the other growing sectors of the non-alcoholic industry including tea and coffee (11. and has weathered economic downturns. the 2004 soft drink volume was 325.S. the global soft drinks market is expected to slightly decelerate.3%). Clearly. The soft drink industry has grown steadily since its beginnings. through constant adaptation and market research.2 billion in 2004 with a market value forecast of $367.household name that the more established companies enjoy. Fruit juice based soft drinks began to be more popular. The market size of this industry has been changing.2 million liters. growth rate and overall profitability are three economic indicators that can be used to evaluate the soft drink industry.367. Soft drink consumption has a market share of 46. reflecting stagnation of market prices. Because of this. bottled water. Sports drinks and energy drinks are also expected to increase in growth as competitors start adopting new product lines. Data monitor (2005) also found that the total market value of soft drinks reached $307. but there are several obstacles to overcome in order to capture the market share. clear versions of popular soft drinks enjoyed a brief fad.1 billion in 2009. ―Looking ahead. Data monitor (2005) stated. market saturation of soft drinks.8%) and bottled water (9. In the 1990s. despite solid growth in consumption. confections.8% within the non-alcoholic drink industry. has caused analysts to suspect a slight deceleration of growth in the industry (2005). Further.

and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. management perhaps could‘ve done more to not only attempt to predict the backlash from Indian consumers due to the war.drinks industries (Barbara Murray. but also could‘ve created advertisement campaigns to address the situation. In order for soft drink companies to continue to grow and increase profits they will need to diversify their product offerings. the All-India AntiImperialist Forum called a boycott on goods from America and India. Parle. ―The sector is dominated by three major players…Coca-Cola is king of the soft drink-empire and boasts a global market share of around 50%. Parle invested a great deal into their leading brand. smaller companies such as Cott Corporation and National Beverage Company make up the remaining markeshare. and Cadbury Schweppes at 7%. Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980‘s. POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. 14 . Thums Up.‖ Aside from these major players. During the absence of foreign investment in the soft drink industry in India a local company. 2006c). All five of these companies make a portion of their profits outside of the UnitedStates INTIAL DIFFICULTIES From a historical standpoint. Coca-Cola‘s past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. when the United States and Britain invaded Iraq. In 2003. became the market leader. While the war was beyond control for these two companies. followed by PepsiCo at about 21%. According to Barbara Murray (2006c). Indian‘s protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. The geographic scope of the competitive rivalry explains some of the economic features found in the soft drink industry.

Both companies could‘ve made the mistake of using American celebrities or already made American commercials to advertise their products in India. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. One such barrier was the affordability of products for Indians. athletes. PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products.While political and legal factors produced problems for Coca-Cola and Pepsi. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. 15 . Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. the idea of getting people to spend what little they have on a soft drink could be quite a stretch. and celebrities to endorse their products. but instead made the right move by making advertisements to specifically target their foreign market. Pepsi reduced their prices as well. To compete competitively in the market. Because India is a country where people are known to live on very little a day. The companies also produced television and print advertisements that linked important Indian themes to their products by ―building a connect using the relevant local idioms‖ Coca-Cola and Pepsi both utilized popular Indian sporting events.

and 37 percent beverages. 7Up. snack market share. PepsiCo maintained a higher share of the U. namely Gatorade and Tropicana.S. Mountain Dew. Lipton Teas. Pepsi Max. and in December 2005. In the same year. acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s. the company‘s current products lines include several hundred brands that in 2009 were estimated to have generated approximately $108 billion in cumulative annual retail sales. Beverages accounted for less than 50 percent of its total revenue in 2009. Fritos. and 19 of PepsiCo's brands met this description as of 2009: Pepsi-Cola. The primary identifier of companies' main brands within the food and beverage industry are those which generate annual sales exceeding $1 billion. reflecting the differences in product lines between the two companies. Sierra Mist. PepsiCo‘s product mix as of 2009 (based on worldwide net revenue) consists of 63 percent foods. Aquafina. The majority of PepsiCo's revenues no longer come from the production and sale of carbonated soft drinks. Mirinda. which in the same year held 11 percent of the U. snack food market.S. snacks and beverages. PepsiCo surpassed The CocaCola Company in market value for the first time in 112 years since both companies began to compete. PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U. Tostitos. Gatorade. On a worldwide basis. Cheetos. Doritos. the Coca-Cola Company held a higher market share in carbonated soft drink sales within the U. refreshment beverage market. In 2009.S. including foods. accounting for approximately 39 percent of U. and Walker's. its business has shifted to include a broader product base. In the same year. snack food sales in 2009. Ruffles. Lay's. One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods. however.S. slightly more than 60 percent of PepsiCo's beverage sales came from its primary non-carbonated brands.COMPETITTION The Coca-Cola Company has historically been considered PepsiCo‘s primary competitor in the beverage market.S. Quaker Foods. As a result of mergers. Tropicana. 16 .

1-liter. 12. 36 and 360. Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated water. soft drinks are sold in 3. pint) glass bottles.S. lemons. 14. 1.g. Carbonated water is made using a home carbonation system or by dropping dry ice into water. Cans are packaged in a variety of quantities such as six packs. soft drinks are typically sold in 2. In Europe. Some Coca-Cola products can be purchased in 8 and 12 U.SOFT DRINK PRODUCTION Soft drinks are made by mixing dry ingredients and/or fresh ingredients (e.. In t he United States. etc.5. Jones Soda and Orange Crush are sold in 16 U. 12 packs and cases of 24. fl oz). fluid ounce plastic bottles. fluid ounce glass bottles. 1 liter. although 250 ml slim cans 17 . SOFT DRINK PACKAGING US soft drink containers in 2008. Syrups are commercially sold by companies such as SodaClub.S. 500 ml (16. 2. the microbiological status and physical parameters such as color. 20 and 24 U.S.9 U. fluid ounce cans.S. 500 ml plastic or 330 ml glass bottles. oranges.S. or at home. i. the level of the major constituent. It is also common for carbonated soft drinks to be served as fountain drinks in which carbonation is added to a concentrate immediately prior to serving.) with water. INGREDIENT QUALITY Of most importance is that the ingredient meets the agreed specification on all major parameters. 12 U. and short eight-ounce cans. With the advent of energy drinks sold in eight-fluidounce cans in the U. 8. (237 mL-2 L) are shown in a can and in glass and plastic bottles. fluid ounce (1 U.6 fl oz. etc. some soft drinks are now sold in similarly sized cans.5. particle size.S. Sizes 8 to 67.S. This is not only the functional parameter.e. 1. Production of soft drinks can be done at factories. but the level of impurities. 16. aluminum cans are traditionally sized in 330 ml.

12.25 or 2 liter.89 L (66. fluid ounces.8 imp fl oz).25. In Canada. 16. cans are crushed and sold as scrap aluminum.2 imp fl oz).5 L and 2 L plastic bottles.25 L.  Coca-Cola  Pepsi  Rc Cola 18 . This scheme is also done in the Philippines. 1. such as Pepsi and Coca Cola. 1 L (35. 1. PRODUCERS In every area of the world there are major carbonated beverage producers. 600 ml.4 imp fl oz) plastic bottles. soft drinks are sold in 237 ml (8.15 to 0. In Australia.0 imp fl oz). Bottles are usually 390 ml. soft drinks are usually sold in 375 ml cans or glass or plastic bottles. 1. Cans and bottles often come in packs of six or four.S. This is an example of a wider phenomenon in North America.5 imp fl oz) aluminum cans and 591 ml (20. 24 and 64 U. 710 ml (25.have become popular since the introduction of canned energy drinks and 355 ml variants of the slim cans have been introduced by Red Bull more recently. 1. In India. Several countries have standard recyclable packaging with a container deposit. and 2 L (70. however a few major North American companies are present in most of the countries of the world. and 600 ml. 250 ml and 330 ml cans.S. Brands of more international soft drinks such as Fanta and Red Bull are more likely to come in round-figure capacities. South Australia is the only state to offer a container recycling scheme. soft drinks are available in 200 ml and 300 ml glass bottles. or cleaned and refilled.5 imp fl oz). people usually buy glass bottles and return them in exchange for a small amount of money. 20. recently having lifted the deposit from 5 cents to 10 cents. typically ranging from € 0. This allows bottlers to use the same-sized containers as in the U. 1. The bottles are smelted. The odd sizes are due to being the metric near-equivalents to 8.5 liter bottles have more recently been used by the Coca-Cola Company.3 imp fl oz) and 355 ml (12. market. However.

soft drinks sales have benefited positively. 19 . Although both players embarked on a change in strategy to focus more on non-carbonated soft drinks in their portfolios.COCA–COLA INDIA AND PEPSICO INDIA SLIP IN SHARE With consumers showing a growing preference for healthier soft drinks such as bottled water and fruit/vegetables juice rather than carbonates in 2007. People in urban areas are increasingly flocking to supermarkets to pick up specialty items that are not available in the kirana stores that are found all over India. Attractive poin-ofsale (POD) display and gift packs of concentrates are also drawing consumer attention in supermarkets/hypermarkets. the two carbonates giants suffered a marginal decline in share. Modern retail outlets have provided soft drinks players with many opportunities to push their brands. Booming modern retail brings many opportunities for soft drinks players With the retail scene in India undergoing a rapid metamorphosis with the establishment of supermarkets/ hypermarkets and convenience stores. they were unable to maintain share and lost out slightly to home-grown players Parle Bisleri and Dabur India Coca-Cola India launched minute maid and pushed the sales of its juices while PepsiCo India embarked on re-branding themselves as total beverage players and not just carbonates players. Consumer promotions for fruit/vegetables juice and emerging sectors such as RTD tea and functional drinks are driving product sampling.

with interests in the manufacturing. As of 2009. PepsiCo is the second largest food & beverage business in the world. Incorporated (NYSE: PEP) is a Fortune 500. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay. Based on net revenue.000 people worldwide as of 2010.PepsiCo PepsiCo. American corporation headquartered in Purchase. and the company‘s products were distributed across more than 200 countries. beverages. and the company employed approximately 285. PepsiCo is ranked (by net revenue) as the largest food and beverage business. and other products. Inc.3 billion. 19 of PepsiCo's product lines generated retail sales of more than $1 billion each. New York. resulting in annual net revenues of $43.[8] PepsiCo is a SIC 2080 (beverage) company. marketing and distribution of grain-based snack foods. the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 . Harrison. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006.which added the Gatorade brand to its portfolio as well.[4] The company‘s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands. Within North America. 20 .

New York Area served Key people Worldwide Indra (Chairperson and CEO)[1] Pepsi Diet Mountain Aquafina Sierra Lipton 7up (outside Nooyi Products Pepsi Dew Mist Teas U. Lay Kendall Founder(s) Headquarters Purchase.S. 1965 reincorporated in North Carolina – 1986 Donald M.PepsiCo Type Public (NYSE: PEP) S&P 500 Component Food Beverages Industry Founded Delaware June 8. Harrison. Herman W.) the 21 .

Mirinda Tropicana Naked Gatorade Quaker Lay's Doritos Cheetos Walkers Fritos Tostitos Revenue Operating income Net income Total assets Total equity Employees Divisions Products Juice Oats Company snack foods US$43. PepsiCo Americas Beverages.80 billion (FY 2009)[3] 285.04 billion (FY 2009)[2] US$5.23 billion (FY 2009)[2] US$8.com 22 .85 billion (FY 2009)[3] US$16.000 (2010)[4] PepsiCo Americas Foods. PepsiCo Asia. Middle East & Africa Website PepsiCo. PepsiCo Europe.95 billion (FY 2009)[2] US$39.

Our Mission and Vision At PepsiCo. which consists of human. we also deliver on our purpose agenda. but the right thing to do for our business. PERFORMANCE WITH PURPOSE At PepsiCo. we're committed to achieving business and financial success while leaving a positive imprint on society . we strive for honesty.environment. environmental. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees. Our Mission Our mission is to be the world's premier consumer products company focused on convenient foods and beverages.delivering what we call Performance with Purpose. Our Vision "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate . we believe being a responsible corporate citizen is not only the right thing to do. social." Our vision is put into action through programs and a focus on environmental stewardship. our business partners and the communities in which we operate. economic . Learn more about Performance with Purpose 23 . fairness and integrity. activities to benefit society. By addressing social and environmental issues. And in everything we do. Our approach to superior financial performance is straightforward . and a commitment to build shareholder value by making PepsiCo a truly sustainable company.drive shareholder value. and talent sustainability.creating a better tomorrow than today.

the company it is known as at present. In 1965. PepsiCo was incorporated in the state of Delaware and headquartered in Manhattan. KFC. Inc. PepsiCo expanded via acquisition of businesses outside of its core focus of packaged food and beverage brands. Inc. Brands formerly (no longer) owned by PepsiCo include: Pizza Hut.W. the Pepsi-Cola Company merged with Frito-Lay. PepsiCo also previously owned several other brands that it later sold. Inc. Ownership of this company traded hands several times throughout the 1920s and 1930s. East 24 .ORIGINS The recipe for Pepsi. according to investment analysts reporting on the divestments in 1997. was first developed in the 1890s by a New Bern. The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919. he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903.two American potato and corn chip snack manufacturers . and in 1986 PepsiCo was reincorporated in the state of North Carolina. The companies merged to become Frito-Lay. North Carolina pharmacist and industrialist. however it exited these non-core business lines largely in 1997. ACQUISITIONS AND DIVESTMENTS Between the late-1970s and the mid-1990s. the Frito Company and H. which later became known as Yum! Brands.W. Separately. and in the early 1960s its product line expanded with the creation of Diet Pepsi and Mountain Dew.began working together in 1945 with a licensing agreement allowing H. selling some. Inc. in order to allow it to return focus to its primary snack food and beverage lines. in 1961. New York in 1970. to become PepsiCo. Caleb Bradham. At the time of its foundation. Taco Bell. As the cola developed in popularity. who named it "PepsiCola" in 1898. and spinning off others into a new company named Tricon Global Restaurants. the soft drink. The company's headquarters were relocated to its still-current location of Purchase. Hot 'n Now. Lay to distribute Fritos in the Southeastern United States.. Lay & Company . New York.

Stolichnaya (via American Van Lines. and Rodin.Side Mario's. D'Angelo Sandwich licensed Shops. resulting in the formation of a new wholly owned subsidiary of PepsiCo. Also in late 2010. It consists of seven three story buildings.a Russian food company which produces milk. as PepsiCo began to extend its operations beyond soft drinks and snack foods into other lines of foods and beverages. In 2010 this acquisition was completed. PepsiCo made a $7 billion offer to acquire the two largest bottlers of its products in North America: Pepsi Bottling Group and PepsiAmericas. The property includes a sculpture garden with 45 sculptures. Works include those of Alexander Calder. HEADQUARTERS PepsiCo headquarters The PepsiCo headquarters are located in Purchase. PepsiCo purchased the orange juice company Tropicana Products in 1998. Harrison. Each building is connected to its neighbor through a corner. among others. California Pizza Kitchen. agreement). It was one of the last architectural works by Edward Durell Stone. Wilson Sporting Goods and North The divestments concluding in 2007 were followed by multiple large-scale acquisitions. adding with it the Gatorade sports drink line and other Quaker Oats brands such as Chewy Granola Bars and Aunt Jemima. fruit juices and dairy products. the company made its largest international acquisition when it purchased a majority stake inWimm-BillDann Foods . Pepsi Beverages Company. Chevys Fresh Mex. and merged with Quaker Oats Company in 2001. New York. yogurt. Westchester stated "The buildings‘ square blocks rise 25 . In August 2009. Henry Moore.

At one time PepsiCo had its headquarters in 500 Park Avenue in Midtown Manhattan. In 1967 PepsiCo announced that it was moving to 112 acres (45 ha) of the Blind Brook Polo Club in Westchester County. 16 percent from Europe and 13 percent from Asia. and as of 2010 it is separated into four main divisions: PepsiCo Americas Foods. Middle East and Africa. New York City. After PepsiCo left the Manhattan building. In 1966 Mayor of New York City John Lindsay started a private campaign to convince PepsiCo to remain in New York City. In 1956 PepsiCo paid $2 million for the original building. 71 percent of the company‘s net revenues came from North and South America. with each of the three floors having strips of dark windows. PepsiCo Americas Beverages. PepsiCo built the new 500 Park Avenue in 1960. it became known as the Olivetti Building. AREAS OF BUSINESS The structure of PepsiCo's global operations has shifted multiple times in its history as a result of international expansion." In 2010 the magazine ranked the building as one of the ten most beautiful buildings in Westchester County. PepsiCo Europe. As of 2009.from the ground into low. and PepsiCo Asia. patterned pre-cast concrete panels add texture to the exterior surfaces. inverted ziggurats. 26 . the Middle East and Africa.

Hatcher. Georgia. RC Cola Type Manufacturer Cola Cott Beverages/ Dr Pepper Snapple Group United States 1905 Coca-Cola. Pepsi Country of origin Introduced Related products 27 . a pharmacist in Columbus.RC COLA RC Cola (or Royal Crown Cola) is a soft drink developed in 1905 by Claude A.

In October 2000.S. a chemist.HISTORY The first product in the Royal Crown line was Chero-Cola in 1904. The company was renamed Chero-Cola. Offered only in 12-ounce bottles. and in 1925 called Nehi Corporation after its colored and flavored drinks. and in 1980. rather than the high fructose corn syrup more commonly used in the United States.. Royal Crown was acquired by Cadbury Schweppes plc through its acquisition of Snapple. The company has also released Cherry RC — a cherry flavored version of the RC soft drink — to compete with Coca-Cola Cherry and Pepsi Wild Cherry. It is now only available in New Zealand. In the 1950s. Canada.. In 1954. a caffeine-free cola. In the mid-1990s. a former subsidiary of Cadbury Schweppes. all international RC-branded business was sold to Cott Beverages of Mississauga. Royal Crown was the first to sell a soft drink in aluminum can. RC 100. Inc. the company introduced the first diet cola. Royal Crown operations were folded into Dr Pepper/Seven Up. and is operated as Royal Crown Cola International which handles RC Cola products outside the United States. followed by Royal Crown Ginger Ale. Chero-Cola was reformulated by Rufus Kamm. Ontario. and re-released as Royal Crown Cola. billed as a "premium" cola and using pure cane sugar as a sweetener. RC released Royal Crown Draft Cola. In 1934. Diet Rite.[3] 28 . distribution is still handled by Dr Pepper Snapple Group. the cola's sales were disappointing due largely to the inability of the RC bottling network to get distribution for the product in single-drink channels and it was quickly discontinued with the exceptions of Australia. In 1958. Royal Crown Strawberry and Royal Crown Root Beer. In the U. the combination of Royal Crown Cola and Moonpies became popular as the "working man's lunch" in the American South. New Zealand and France. In 2001.

In the 1930s. soft drinks such as sports drinks and juice-based carbonates are also expected to fare well over the forecast period as consumers perceive them to be healthy. mad taste!. and his wife. in which was included the following slogan: "The season's best. made by Jim Henson. sung by Louise Mandrell. She sang. which went. In the 1960s. next to the slogan "RC tastes best. 29 .." RC was introduced to Israel in 1995 with the slogan "RC: Just like in America!" HEALTHY DRINKS TO DRIVE FORECAST GROWTH Soft drinks is expected to post a strong performance on the back of increasing affluence amongst and evolving lifestyles which lead to consumers devoting less time to preparing fresh food and drink at home. mad. Competition from the unorganized sector will diminish gradually as consumers show greater aversion to buying unpackaged and unbranded soft drinks from street vendors due to drive sale of naturally healthy (NH) soft drinks such as 100% juice and mineral water. Nancy. Royal Crown ran the "Me & My RC" advertisements. mad Cola. Royal Crown Cola did an ad campaign featuring two birds. dancing on top of a dugout at Shea Stadium and singing the same tune from the Sinatra campaign..Advertising campaigns The RC Cola brand has been marketed through many campaigns. Others featured people in a variety of scenic outdoor locations. A television commercial in the New York area featured Tom Seaver. In the mid 1970s. says Lizabeth Scott".RC! " The company was the official sponsor of New York Mets off and on at times during the 1960s. New York Mets pitcher. the most famous commercial of which featured actress Sharon Stone delivering pizza on a skateboard.. In addition. "Me and my RC / Me and my RC /'Cause what's good enough / For other folks / Ain't good enough for me. Nancy Sinatra was featured in two Royal Crown Cola commercials in her one hour special called "Movin' with Nancy" featuring various singers in November 1967. The jingle. RC the one with the mad. 70s and 80s.. with BBDO." The 1940s featured a magazine advertising campaign with actress Lizabeth Scott as the face. "It's a mad. made them an ad campaign. Alex Osborn.

Its hare has grown to 60% in 1991 and emerged as the market leader. It was the first franchised bottle of Coca-Cola Export Corporation (CCEC). The government of India turned down to the pea. which used to produce cola. In 1964. orange and lemon flavor drinks. World over the marketing rivalry between the international giants like Pepsi and Coke are widely known as coal wars. as its products were not found acceptable to the Indian Public. Ltd. The first challenge to supremacy of Parle Brands came from Pepsi cola in my 1990. In 1958 its branch was set up at Delhi to supply bottles with concentrate and beverages base. India soft drink industry is dominated by and large a few players‘ policies many multinationals have started the bus venture in this industry and as so the completion in this industry has also increased tremendously. snacks and rest food has finally reentered the Indian market and produced different soft drinks of international taste and possessed a challenging. Gold Spot. CCEC used to sell 25 lakh Kg of concentrate at Rs 50 per Kg. Thums-Up. CCEC agreed to the later. Limca. Distribution network is the backbone of the various players in the soft drink industry The entry of soft drinks in India is related TO PURE drinks Pvt.PROFILE OF INDIAN SOFT DRINK MARKET Soft drink has a special place in marketing consumer products. 30 . but it wanted to keep the liaison and quality control office in India to control coke concentrate. In 1975 CCEC was asked to reduce its foreign capital holding to 40% which was 100% earlier and let the technological known-how have to Indian Company. Since then vacuum created by the end of coke became the breeding ground for indigenous cola. Parle took advantages and introduced its brand viz. had left the country.. Fanta flavored drink was introduced. Ksmat and Citra. Maaza. which was in India from 1956-61. Pepsi company incorporation the 12 billion worth soft drinks. As a result CCEC left the country in 1997. a Delhi based bottling company. Pepsi.

Later it was allowed by the government to drop the prefix. 31 . Inc camp up with and aggressive marketing and distribution strategies backed with a creative advertising. Thus Pepsi. So now the major players in the Indian soft drink market are Pepsi and Coca-Cola. Coke dominated the Indian soft drink market in the ensuing days. Later Coca-Cola has merged with the Parle in may year 1993. Pepsi Co. Parle. The Pepsi Company has been using ―leher‖ as prefix to each of its brand names.Competition to Parle. Another challenge to Parle came from Coca-Cola. The initial ads of Pepsi that aimed are ―Are you ready for the magic‖ and Yeh hai right choice baby aha! These new generation ads really made Indian public especially slice of market share and dominated the others payers in this market.

distributors and marketers of nonalcoholic beverage concentrates and syrups in the world and one of the largest corporations in the United States. The Coca-Cola is headquartered in Atlanta. 32 .The Coca-Cola Company: Is one of the largest manufacturers. invented by pharmacist John Stith Pemberton in 1886.The CocaCola formula and brand was bought in 1889 by Asa Candler who incorporated the CocaCola company in 1982. Coca-Cola currently offers nearly 400 brands in 200 Countries or Territories. Georgia. Its stock is listed on the NYSE and is a part of DJIA and S&P 500. The company operates a franchised distribution system dating back to 1889 where TCCC only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.Besides its namesake Coca-Cola beverage. The company is best known for its flagship product COCA -COLA.

Invented by: John Stith Pemberton in 1886 Type: Public.000 (2006). Headquarters: Atlanta. Georgia. Website: www.308 billion USD (2006). 33 . Key People: E. Operating Income: ▲$6. USA.080 billion USD (2006). Revenue: ▲$24. Industry: Beverage.088 billion USD (2006). CEO & Chairman. Net Income: ▲$5. Products: Water and non-alcoholic soda drinks.com. Neville Isdell.thecoca-colacompany. Employees: 71. Founded: 1892 by Asa Griggs Candler.

COMPANY’S REVENUE

According to the 2005 annual report, the company sells beverage products in more than 312 countries or territories. The report further states that of the more than 90 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 4.5 billion. Of these, beverages bearing the trade mark ―Coca-Cola‖ or ―Coke‖ accounted for approximately 78% of the company‘s total gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

  

37% in the United States. 3% in Mexico, Brazil, Japan and China. 20% spread throughout the world.

34

COMPANY’S BELIEF’S
There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola Company is a vibrant network of people in over 200 countries, putting citizenship into action. Through its actions as local citizens, they strive every day to refresh the market place, enrich the work place, protect the environment and strengthen their communities.

They are the local employer, with responsibility to enable their people to tap into their full potential; working at their innovative best and representing the diversity of the world they serve.

They are the investors in local economies and a driver of marketplace innovation, with a responsibility to act as good steward of their natural environment.

And they are the local citizen, understanding their responsibility to contribute to an improved quality of life in their communities

35

COMPANY’S OBJECTIVES:

The Coca-Cola Company exits to benefit and refresh everyone it touches. For them, Quality is more than just something they taste or see or measure. It shows in their every action. They relentlessly strive to exceed the world‘s ever changing expectations because keeping their quality promise in the market place is their highest business objective and their enduring obligation.

Consumers across the globe choose their brand of refreshment more than a billion times because Coca-Cola is …….

 The symbol of quality.  Customer and Consumer satisfaction.  A responsible citizen of the world.

36

COCA-COLA :VISION VISION FOR SUSTAINABLE GROWTH  PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities.  PLANET: Being a responsible global citizen that makes a difference. 37 .  PEOPLE: Being a great place to work where people are inspired to be the best they can be.  PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples‘ Desires and needs.  PARTNERS: Nurturing a winning network of partners and building mutual loyalty.

 Indian society in form of contribution to economic and social development.  Consumers as an opportunity to grow profit through the use of finished drinks. Imagine. VALUES: They are guided by shared values that they will live by as a company and as individuals. it‘s up to me‖  Collaboration: ―Leverage collective genius‖  Innovation: ―Seek. we do well‖ 38 . Delight‖  Quality: ―what we do.COCA-COLA:MISSION Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience. flexible business system and continuous improvement. Create.  Leadership: ―the courage to shape a better future‖  Passion: ―Committed in heart and mind‖  Integrity: ―Be real‖  Accountability: ―If it is to be.  Bottlers as an opportunity to make reasonable to grow profits and value added  Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork.

including new production facilities. Gold spot. wastewater treatment plants and distribution systems and marketing equipment. 39 .000 local people in India. The Indian market offers a strong consumer potential as majority of the population is in middle class category which is a strong consumer base for any FMCG company like coca-cola to float its range of products.  In 2003. Limca. Coca – Cola India has made significant investments to build and continually improve its business in India.COCA-COLA IN INDIAN MARKET: In Coca – Cola has started its operations in Indian market in October 1993. Thus these products became a part of range of products of Cola-Cola. Coca-Cola has acquired the soft drink brands like Thumps Up. Bisleri soda etc which were floated by Parle as these products have achieved a strong consumer based and formed a brand image in Indian market during the reentry of Coca-Cola In 1993. Coca – Cola indirectly creates employment for more than 1.  In India. 25.  Coca – Cola business system directly employs approximately 6.  Coca – Cola is one of the country‘s top international investors. supply and distribution system. 000 people in related industries through our vast procurement.  During the past decade the Coca-cola systemhas invested more that US$ 1 billion in India. This has been its reentry in the Indian market after withdrawal of its operation in 1970s. Maaza. Coca – Cola India pledged to invest a further US$100 million in its operations.

Coca-Cola India has made significant investments to build and continually consolidate its business in the country. the corporate nourishing the global community with the world‘s largest selling soft drink concentrates since 1886. Coca-Cola. having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations. open-bay three-wheelers that can navigate the narrow alleyways of Indian cities. our brands have assumed an iconic status in the minds of the consumers. 40 . In the same year. Virtually all the goods and services required to produce and market Coca – Cola locally are made in India.  A network of 29 contract-packers also manufactures a range of products for the Company. distribution systems and marketing channels. and trademarked tricycles and pushcarts. returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian Soft Drink Market. waste water treatment plants. the Company took over ownership of the nation's top soft-drink brands and bottling network. which includes 10-tonne trucks. Coca-Cola Brings Back The Fizz To India.  The complexity of the Indian market is reflected in the distribution fleet. Ever Since.  The Coca – Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations. A Healthy Growth to the Indian Economy. No wonder. Coca-Cola India is among the country‘s top international investors. including new production facilities.

waste water treatment plants.A Pure Commitment to the Indian Economy. Ever Since. The Company has not only shaked up the Indian carbonated drinks market. Coca-Cola India is among the country‘s top international investors. having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations. distribution systems and marketing channels. refreshment & nutrition needs but has also been instrumental in giving an exponential growth to job opportunities. Coca-Cola India has made significant investments to build and continually consolidate its business in the country. COCA-COLA BRANDS AVAILABLE IN INDIA:          Coca-Cola Diet Coke Thums Up Fanta Limca Sprite Maaza Kinley Minute Maid Pulpy Orange 41 . including new production facilities. and given consumers the pleasure of world-class drinks to fill up their hydration. Quality Assurance.

And Mirinda and Mountain Dew is having its own share in the market. they also offer soft drinks to guests. Colas-55% share dominated the Indian market and non-cola 45%. Demographic: Soft drinks are mostly consumed in the urban market. Hence. b) Elite: The group of consumers who prefers soft drinks to water. Sprite is dominating as a market leader.MARKET SIZE: Soft drinks are available in three flavors-colas. lemon and oranges. And in orange drinks Fanta is dominating the market. According to the data given in IMRB (India Market Research Beauro). Among non-colas: Maaza is dominating as market leader in mango drinks. However the market can be segmented on the basis of several demographic variables like the age of the consumer. c) Social: The group comprises of individuals and institutions and serves soft drinks during some social functions. Under such climatic condition consumers use of soft drinks to replenish the loss of the body fluid. User Status: Most of the consumers perceive soft drinks as a thirst quencher. 42 . This segment has emerged as the most rapidly growing market. 2. MARKET SEGMENTATION: 1. a) Normal: The group of consumers who use soft drinks as a thirst quenching medicine. Limca is having comfortable position to team. A few segment can be define based on the purpose behind the consumption. 3.Among Colas: Coca Cola is dominating as a market leader with 60% and Pepsi with 40%. Climate: Place with high humidity and temperatures induce loss of body fluid. Medical: Certain flavors like plain sodas are perceived to aid in digestion fruit juices are more in demand on medical or health grounds. 4. geographic location of the market and place of consumption (Indoor as well as Outdoor). there is a potential soft drink market in such places.

better quality drinks are expected to be brought at even at low prices. For instance the world number 2.competition. FUTURE PROSPECTS: The cola war will bring about many changes in the soft drink industry with The Indian soft drink market had grown for fold since 1977. entered the Indian market as the partner of Punjab agro industrial corporation. Soft drink usually starts in different types of shops. The consumer will perhaps et good bargain. Pepsi. 43 . ADVERTISING: Large-scale advertising campaigns go with the soft drink industry T. The rapidly expanding market has lured international soft drinks giants to India.V advertisements generally portray an advertiser mood. Pepsi will have to earn foreign exchange for the country. As a part it commitment with the Govt. Volta‘s also launched its soft drinks in 1990. Hoarding and printing advertisements convey similar ideas.DISTRIBUTION: Distribution channels use both wholesalers and retailers.

Coke‘s syrups start with fresh water. Mixing tanks must be of a specified grade of stainless steel. The quality standards are very high. Quality control professional must oversee each step of the process. 44 . Precise control over water and sweetener components must be demonstrated.the addition of sweetener and water to the concentrates to produce syrups for Coke products. Each concentrate lot is coded and packaged. reflects their commitment in offering us the highest quality products. Wherever Coke does business. treated by using a multiple barrier filtration process to ensure its quality. its system adheres not only to local and national laws for food processing and labeling. from the selection of ingredients to the delivery of their finished products. The entire syrup manufacturing system must employ hot sanitation. sweeteners are added to produce syrup for most products. which are rigorously analyzed to ensure that they meet quality specifications. then shipped on for next step. It‘s the consistent Quality of Coca – Cola. Coke takes special care to ensure that every step – from the selection of ingredients to the calibration of equipment adheres to its own strict requirements. Concentrate and Syrup Manufacturing Most of Coca – Cola flavors are produced as concentrates. Some say it could be ferreted out by simple analytical chemistry. but also to their won strict standards for exceptional quality.QUALITY COMMITMENT: The Secret Ingredient People love to speculate about the secret ingredient in Coca – Cola. Everything Coke does. In addition to the water and concentrate. Other is sure they taste a distinctive flavor base. Most of them are simply delighted that it makes Coca – Cola. The final step is to verify whether the efforts have been successful by testing the syrups for taste and adherence to their formulas. the world‘s premier soft drink. taste so consistently delicious. Throughout the manufacturing process.

From a humble beginning in 1886.The complete manufacturing process has a well defined and structured Quality Control and Assurance Program. it is now the flagship brand of the largest manufacturer. marketer and distributor of non-alcoholic beverages in the world. 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. experienced and trained professionals for manufacturing and testing of Cock‘s products. even in the remote and inaccessible parts of the nation. fizzy taste and its brand clearly seeks to separate the men from the boys. In India Coca – Cola was the leading soft-drink till 1977 when govt. COCA – COLA BRANDS IN INDIA It is the world‘s favorite drink and the world‘s most valuable brand. Thrums Up was acquired by the Coca – Cola Company In 1993. 45 . Coca – Cola has a truly remarkable heritage. policies necessitated its departure. Originally introduced in 1977. Thrums Up is a leading carbonated soft drink and most trusted brand in India. Thrums UP is known for its strong. All the manufacturing units employ qualified.

Lime n‘ Lemony Limca. tempting taste and ungluing bubble. Fanta entered the Indian market in the year 1993. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading favor soft drink in the country. anywhere. Born in1971. Worldwide Sprite is ranked as the No. In India. 46 . Fanta stands for its vibrant color. Fanta the ‗Orange‘ drinks of the Coca – Cola Company is seen as one of the favorite drinks since 1940‘s. Maaza was launched in 1976. Perceived as a fun youth brand. Limca has been the original thirst choice. That not just uplifts feelings but also helps free spirit. Maaza currently dominates the fruit drink category. In 1993. Sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks. of millions of consumers for over 3 decades. 4 soft drink and is sold in more than 190 countries. Maaza was acquired by Coca – Cola India. This was a drink that offered the same real taste of fruit juices and was available throughout the year. leading the Clear lime category. the drink that can cast a tangy refreshing spell on anyone.

That is why they introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. Kinley water comes with the assurance of safety from the Coca – Cola Co. Canada. 1 sugar-free drink in diet-conscious America. Water you can trust to be truly safe and pure.. and as Coca – Cola Light in other countries. Australia and Great Britain. but plenty of taste. 3 soft drink in the world. Know as Diet Coke in the U. 47 .Diet Coke was born in 1982 and quickly became the N0. it‘s now the N0. The idea of the refreshment of Coca – Cola with a hint of Vanilla was found very appealing when tested in India and they launched Vanilla Coke in April 2004. it‘s the drink for people who want no calories. Kinley water promise that water is as pure as it is meant to be. Vanilla Coke was launched in 2002 in North America and subsequently in various other markets across the world and met with immense success.S.

Then they used to take that drinks. people require Soft drinks in summer to remove their thrust and also to get relaxed. buttermilk. and lime water and etc. fruit juices. Also long back in organizations people used to do many works manually like designing. conferences. Because of these computers. 48 .THEORETICAL FRAME WORK In ancient period everything to do take a long time and every work is a long process. electric cookers into the Market With creativity and innovative ideas. creativity. The main attribute is to remove thrust. Mainly in summer people consume soft drinks to remove their thrust. fast and speed. Now soft drinks which are available in the market are of different flavors and also ready to use. used to preserve in the pots for some time. But due to Technology Development computers have come. In several occasions like meetings. Long back people used to cook on kerosene stoves which take long time for cooking as people are needed as device which can cook with in loss time then entered gas stoves. People used to prepare the drinks like lassie. This is due to technology. Essentially. we are able to perform all these activities with in no time. To overcome these problems there is need for soft drinks. But now it is totally different. analysis etc. occasions. festivals people consume soft drinks. creativity invasiveness. That is due to lack of technology. Though people are taking traditional drinks still now they have a choice of more other soft drinks in the market. But now everything is changed. In the same manner long back there is no availability of soft drinks in the market.

promotional materials and earlier satisfaction with a given brand etc. The critical inputs required for the design of a consumer based marketing strategy should invariable how from a systematic study consumer-buying behavior. Consumer doesn‘t buy soft drinks. Marketing Stimuli Other Stimuli Dealer Characteristics Reatiler Decision process Consumer Decision Product Economic Cultural Problem Recognition Product choice Brand choice Price Technological social Information Search Dealer choice Place Political personal Purchasing timing Promotion Cultural psychological Evolution Decision Post purchase Behavior Purchasing amount 49 . point of purchase. They buy the means to solve their problems. This was backed up other stimuli such as product display in the shop watching other dealers buy a particular brand.CONCEPT The heart of marketing strategy revolves round the consumer and Dealer and Retailer only the customer. The purchase of soft drinks is then to be viewed as a problem solving process.

such as delivery. Retailing may include subordinated services. sometimes it is done as a recreational activity. shopping streets with few or no houses or in a shopping. not buying) and browsing and does not always result in a purchase. like electric power. such as department. such as a public utility. The term "retailer" is also applied where a service provider services the needs of a large number of individuals. Recreational shopping often involves window shopping (just looking. Shopping streets may be for pedestrians only. In commerce. Retailers are at the end of the supply chain. boutique or kiosk.Retailing Retail consists of the sale of goods or merchandise from a fixed location. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. are forms of non-shop retailing. Shops may be on residential streets. in small or individual lots for direct consumption by the purchaser. and then sells smaller quantities to the end-user. either directly or through a wholesaler. a type of electronic used for business-to-consumer (B2C) transactions and mail order. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing. or by mail. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Purchasers may be individuals or businesses. Retail establishments are often called shops or stores. a "retailer" buys goods or products in large quantities from manufacturers or importers. 50 . Online retailing.

must be bought in advance. planning. ACQUISITION: Merchandise to be sold in the retail store. needs to be procured from others either from distributors or manufacturers. 51 . CONTROL: As the function of merchandising involves spending of money for the acquiring of products. acquisition. PLANNING: It is necessary to plan since the merchandise to be sold in the future. it is necessary to control the amount of money spent on buying.MERCHANDISING & SUPPLY CHAIN MANAGEMENT: Retailers often say “goods well bought are half sold”. ANALYSIS: Analysis is required because a merchandiser needs to understand the needs and wants of his target audience. HANDLING: It is necessary to determine where merchandise is needed and ensure that the merchandise reaches the required stores at the right time and in the right condition. Merchandise management can be termed as the analysis. handling and control of the merchandise investments.

52 . significant word-of-mouth communication and a perception of being endorsed by the media. billboards and direct mail.OUT OF STOCK DAILY REPORTS: Identification in the warehouse and on the shelf of Out of stock situations and their reporting to the client in due time so that fast measures can be taken to remedy such situation. A class of public relations that focuses advertising on news about a company or its products. advertising media include television. magazines. promotions. Such reports may be provided to the client in the collected form or processed and analyzed by the FMCG management. the most representative) and those of the main competitor in the shop (Prices. MARKETING REPORTS: The bi-monthly reporting of the situation of own products (several SKU. SALES PROMOTION: The technique of offering short-term incentives to customers. newspapers. PUBLICITY: Publicity offers the advertisement of credibility. so that they are motivated to purchase the products or services. news value. number of faces. radio. ADVERTISING: Paid non-personal communicated with a target market. secondary placing).

BENEFITS: Attributes must be translated into functional and emotional benefits. 53 . The price of the medicine is very important. the attributes ―Quality‖ could translate into functional benefits ―I won‘t have to buy another Medicine for well curing‖. symbol or design or a combination of them. Window display is very popular since it helps in informing the customer the types of goods available with them.PRODUCT DISPLAY: Display of goods today have become one of the most acceptable method of sales promotion. ATTRIBUTES: A brand brings to mind certain attributes. term. BRAND: A brand is a name. sign. The attribute ―Expensive‖ translate the emotional benefit. Goods can be displayed in an artistically laid out windows at the shop. intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.

At one extreme brands that are known by most buyers. No reason to change brand.. No brand loyalty. Aaker distinguished five levels of customers attitude towards his/her brand  Customer will change brand especially for price reasons. Then there are brands for which buyers have a fairly high degree of brand awareness.BRAND EQUITY: Brands vary in the amount of power and value they have in the market place.  Customer is satisfied.  Customer is devoted to brand. Few are Brand Loyal customers.  Customer is satisfied and would incur costs by changing brand.  Customer values the brand and sees it as a friend. 54 ..

50% of respondent said Cocacola. 20% of respondent said Pepsi. the remaining 30% of respondent said both. 55 .No 1 2 3 Name of Soft Drink Coca – Cola Pepsi Both Total Respondents 100 40 60 200 Percentage 50% 20% 30% 100% Availability of soft drinks 30% 50% Coca cola Pepsi Both 20% INTERPRETATION: Form the above table.Availability of Soft Drinks S. Availability of soft drinks .

Most consuming Brands S.no 1 2 3 4 5 Name of SoftDrink Coca –Cola Thums-Up Sprite Maaza Fanta Total Respondents 44 50 52 30 24 200 Percentage 22% 25% 26% 15% 12% 100% Most cousumed brands 12% 22% 15% cocacola Thums-up Sprite Maaza Fanta 26% 25% INTERPRETATION: Form the above table. 25% of respondents said thumps-up. 26% of respondents said that Sprite is the most consuming coca-cola brand. 15% respondents said Maaza. and remaining 12% respondents said fanta. 56 . 22% of respondents said coca-cola.

19%respondents said frooti. 57 .Most Consuming Brands S. 17% of respondents said mirinda.27% of respondents said 7up 21% respondents said pepsi.No 1 2 3 4 5 Name of Soft Drink Pepsi 7up Slice Mirinda Froti Total Respondents 42 54 32 34 38 200 Percentage 21% 27% 16. remaining 16% respondents said slice.% 17% 19% 100% Most Consuming Brands 30% 25% 20% 16% 15% 10% 5% 0% Pepsi 7up Slice Mirinda no of respondents 17% 27% 21% 19% Frooti INTERPRETATION: From the above table most consumed pepsi brand-.

2ltr (pet).5 10 200 ml 250 ml 500 ml 600 ml 1. most stock keeping unit sold-42. 20% respondents said 500ml.5% respondents said 200ml.No 1 2 3 4 5 6 Stock Keeping Unit 200ml 250 ml 500 ml 600ml 1. 10% respondents said 250ml.2 ltr 15 INTERPRETATION: From the above table. 58 . Ltr (pet) 1. 15% respondents said 1ltr.2 Ltr (pet) Total Respondents 25 20 40 0 30 85 200 Percentage 12.5% 100% Most stock keeping unit sold 12.5% 10% 20% 0% 15% 42.5% of respondents said 1. ltr 20 1.Maximum SKU (Stock keeping unit) Sold S. 12.5 42.

supply of Coca-cola 40% of respondents said very good. 18% of respondents said average. 59 . 13% respondents said poor. 30% of respondents said good.Supply of Coca – Cola Brands S.No 1 2 3 4 Particulars VeryGood Good Average Poor Total Respondents 80 60 35 25 200 Percentage 40% 30% 18% 13% 100% supply of coca-cola 40% 40% 35% 30% 25% 20% 15% 10% 5% 0% Very good Good Avarage Poor 18% 13% no of respondents 30% INTERPRETATION: From the above table.

40% respondents said two days. remaining 10% respondents said one week. 4. Particulars One day two days Within week One week Total Respondents 40 80 60 20 200 Percentage 20% 40% 30% 10% 100% Duration taken by the suppliers 10% 30% One day Two days within one week one week 40% 20% INTERPRETATION From the above table. Duration taken to supply .no 1. 3. 30% respondents said within one week. 20% respondents said one day.DURATION TAKEN BY THE SUPPIERS s. 60 . 2.

No 1 2 3 Particulars Good Satisfied Not satisfied Total Respondents 120 20 60 200 Percentage 60% 10% 30% 100% Qulaity of soft drink 70% 60% 50% 40% 30% 20% 10% 0% Good Satisfied Not satisfied 10% 30% no of respondents 60% INTERPRETATION: From the above table. 30% respondents said satisfied.60% of respondents said good. Quality of coca-cola.Quality of Soft Drink S. remaining 10% respondents said not satisfied. 61 .

62 . 25% of respondents said product damage rate is Average and 50% of respondents said product damage rate is None. 5% of respondents said product damage rate is High. 20% of respondents said product damage rate is Low.No 1 2 3 4 Particulars High Low Average None Total Respondents 10 40 50 100 200 Percentage 5% 20% 25% 50% 100% Product damage rate 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% High Low Avarage None no of respondents INTERPRETATION: From the above table.Product Damage Rate S.

promotional activities-40% of respondents said excellent. remaining 5% of respondents said poor. 63 . 4. 23% of respondents said average. Particulars Excellent Very good Average Poor Total Respondents 80 65 45 10 200 Percentage 40% 33% 23% 10% 100% promotional activities 5% 23% 40% Excellent Very good Avarage Poor 33% INTERPRETATION From the above table. 3. 2.no 1. 33% of respondents said very good.Promotional activities s.

Attractiveness of display material. remaining 10% of respondents said not satisfied. 64 . Particulars Good Very good Satisfied Not satisfied Total Respondents 50 60 70 20 200 Percentage 25% 30% 35% 10% 100% attractiveness of display material 35% 35% 30% 25% 20% 15% 10% 5% 0% Good very good Satisfied 10% 25% 30% Not satisfied INTERPRETATION From the above table.no 1. 2. 30% of respondents said very good. 25% of respondents said good. 4. 3.35% of respondents said satisfied.Attractiveness of display material s.

no 1. visiting sales representatives -70% of respondents said yes.Visit of sales force representatives to out let s. Particulars Yes No Total Respondents 140 60 200 Percentage 70% 30% 100% visiting of sales representatives 30% yes No 70% INTERPRETATION From the above table. 65 . 30% of respondents said no. 2.

3.Suitable media for coca-cola s. Particulars Print media Electronic media Hoardings Pop material Total Respondents 50 120 20 10 200 Percentage 25% 60% 10% 5% 100% Sutable media for coca-cola 5% 10% 25% Print media Electronic media Hoardings Pop material 60% INTERPRETATION From the above table. 66 . 2. 10% of respondents said hoardings. remaining 5% of respondents said pop material.no 1. 25% of respondents said print media. suitable media for Coca-cola 60% of respondents said electronic media. 4.

25% of respondents said coupons. 67 . Particulars Gifts Coupons Cash discount others Total Respondents 40 50 90 30 200 Percentage 20% 25% 45% 15% 100% Best promotion strategy 15% 20% Gifts Coupons Cash discount 45% 25% Others INTERPRETATION From the above table. 3. to bring up sales of Coca-cola-45% respondents said cash discount. 20% of respondents said gifts.Best promotion strategy for coca-cola s. 2. remaining 15% respondents said others.no 1. 4.

5% 7% 100% Professional relationship with suppliers 7% 24% 38% Satisfied Very good Good Not satisfied 32% INTERPRETATION From the above table. 68 . Particulars Satisfied Very good Good Not satisfied Total Respondents 75 64 47 14 200 Percentage 37.5% 32% 23. 32% of respondents said very good.Professional relationship with suppliers s. 2. 4. 24% of respondents said good. professional relationship with suppliers 38% of respondents said satisfied. remaining 5% respondents said not satisfied.no 1. 3.

37% of respondents are saying stock keeping unit sell maximum is 1.50% of respondent said Coca-cola. 25% of respondents said product damage rate is Average and 50% of respondents said product damage rate is None     80% of respondents said promotional activities of the company is Good. 5% of respondents said product damage rate is High. 20% of respondent said Pepsi. 85% of respondents said Advertisements efforts are satisfied. 69 . 22% of respondents said that Sprite is the most consuming coca-cola brand. the remaining 30% of respondent said both.  25% of respondents said that best soft drink available in market is Coca-cola. 20% of respondents said product damage rate is Low. 55% of respondents said that Footi is the most consuming Brand.FINDINGS          Avaliabilty of soft drinks . 24% of respondents said that 7up is the most consuming Pepsi Brand. 50% of respondents said more displayed soft drinks brands is Coca-cola. 50% of respondents said demand of soft drink is increasing in Coca-cola brand.5 ltr (pet) 75% of respondents satisfied with the supply of Coca-cola brands 50% of respondents are satisfied with Coca-cola brands 60% of respondents said that quality of Coca-cola brand is Superior.

Ad boards.  Try to improve relations strong with retailers and dealers. concentrate on Indian market. Fanta. refrigerators etc) and provide those who are in need.  The company should maintain a good supply of stock to each and every out let where the consumption is more.SUGGESTIONS The above results and findings reveal certain critical points that need to be noticed for improving and implementing the Marketing Mix Strategy of Coca – Cola Brands in the market segments that are taken for the study to achieve the desired marketing objectives  The company should always maintain a healthy level of stock for the most consumed brands such as Thums Up. Coke.  Provide effective and good display materials (refrigerators. Sprite.  Make our Ad‘s & promotional activities more strong like competitors activities.  Focus on less consumed brands and try to make strong dealers net work and supply.  Using the suggestions made by the present retailers a new innovative outlets can be develop for increasing sales of the company like monopoly outlets. 70 .  Don‘t concentrate on world market. in petrol bunks etc. try to make them happy  Maintain quality standard materials (coolers. stands. and local market. posters etc). Maaza.

 Except in peak season dealers and retailers are satisfied with the suppliers and the company representatives.  Coca – Cola brands are running because of high demand and strong quality.CONCLUSIONS  Coke was superior to the brands  The principle customers are direct consumers.  Majority of the retailers don‘t suggest a particular brand to the customers  There will be increase in the sales if the margin is increased.  Retailers and dealers are plays a key role for Pushing and increasing the sales. 71 .

2L 4.A in EINSTIEN PG COLLGEG from Osmania University. I am doing a market survey on Dealers and retailers satisfaction towards Hindustan Coca-Cola beverages private limited. Which brand consumes more by your customers? Coca – Cola Thrums-Up Sprite Maaza Fanta Pepsi 7 up Slice Mirinda Frooti 3. Shop Name: Location: 1. As part of my course.B. Kindly respond to the following Questionnaire. M. How is the supply from the company? Good Very good Average poor 5. What is the duration taken by the supplier to supply the goods ordered? One day two days within week one week 6.I am Mr. Narender Reddy pursuing M. How much quantity you generally prefer? 200ML 400ML 250ML 1000ML 600ML 1. Which brands of soft drinks are available in your outlet? Coca – Cola Pepsi Both 2. What do you feel about the quality of Coca – Cola soft drink? Good satisfactory dissatisfactory 72 .

How do you feel about the product display material given by the company with reference to attractiveness? Good Very good Satisfied Unsatisfied 10. What is product damage rate and how it is placement? High Low Average None 8. Which would be the best promotion strategy you think to bring up sales of CocaCola? Gifts coupons Cash discount others 13. How would you measure your professional relationship with your suppliers? Very good Good satisfied dissatisfactory 73 . Whether company sales force representatives visits your outlet? Yes No 11. How is promotional support toward brands? Excellent Very good Average poor 9.7. Which media is suitable for coca-cola as per your opinion? Print media Hoardings Electronic media pop material 12.

www.Philip Kotler 4th Edition . Marketing Management 6. 1985. June 31. Marketing Research 7. Stanton .Williams J.Tull Donald & Hawkins 6th Edition -Business India.cocacola-india. R. Business Research Method . Business Articles and Magazines 74 .BIBLIOGRAPHY 1. 4.com 2. Kothari 3. April – may 1993 India today. Principles of Marketing 5.C. Fundamentals of Marketing .Philip Kotler 11th Edition .

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