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“The study of consumer buying behavior in mid segment cold drinks: with special
reference to COCO COLA”

Submitted in partial fulfillment for the
Award of degree of Bachelor of Business Administration







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


This project is an outcome of six weeks mandatory summer training, which I have to
undergo for the partial fulfillment of the MBA program. I wish to put on record my sincere
gratitude to the following person without whose support the completion of this project would
not have been possible.
I am grateful to Mr. Israr Ahmad (A.S.M) of Coca Cola Company, who has given an
opportunity for me to work in Coca Cola Company.
I would like to thank to my institute also where I got all the knowledge and
skills required for this research project. I also want to thank to Marketing
Faculty who took our project seriously and kept check on this time to time.
Without the co-operation of the above person this work
Certainly would not have been as good as, it is now.

(Ankit Kumar Nagar)


This project was undertaken during the summer Training. A great deal of effort has been
put in preparing the questionnaire, in order to understand the market better {Ghaziabad}.
The Coca Cola Company was incorporated in September 1919 under the laws of the State
of Delaware and succeeded to the business of a Georgia Corporation with
the same name that had been organized in 1892. Coca Cola Company is
one of numerous competitors in the commercial beverages market. Of the
approximately 53 billion beverage servings of all type of consumed
worldwide every day. Beverages bearing trademarks owned by or licensed
to company account for approximately 1.5 billion. Coca-Cola, the corporate
nourishing the global community with the world’s largest selling soft drink
concentrates since 1886. Coca Cola Company put his first step in India in
1952 but withdrew completely in 1977 due to change in Indian Government

Objectives: 1. Extent to which merchandising assets are being used by the retailers in promoting
the brands.
2. Market demand of Coca Cola and Thums-up vis-à-vis Pepsi.
3. Market demand of Fanta vis-à-vis Mirinda-O
4. Market demand of Limca, Mountain dew, Sprite and 7up vis-à-vis Mirinda-L
5. Market demand of Maaza vis-à-vis Slice.
6. Market comparison of all the available brands of the soft drinks in the market.

Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands. Researcher have also tried to find out what are the difficulties retailers are facing on using these brands up to 100% of their strength. . 2. Market demand of each of Coca-Cola's product vis-à-vis to their competitor flavours in Pepsi's artillery: - . posters etc. They turned into Pepsi monopoly during the evening because of the GSB's. A survey of 400 Customer was conducted in Ghaziabad. opinion of the consumers were taken. The sample has covered the Cold Drink Customer of other Competitor also as to understand the competition and their strength and weaknesses. were selected. if they were found visible at second sight then they have been ranked '2nd' otherwise '3rd'. If the DPS Boards / GSB and other display material were found visible at first sight then they have been ranked '1st'. The scope of the study was limited to Indian Market. (Areas which were looking like monopoly markets of Coca-Cola because of its Red-color during the day had altogether a different look in the evening. Those shops with GSB’s were visited during the evening in order to see there visibility. Data collected with help of questionnaire was put in excel sheets.In the similar fashion ranks were allotted to the refrigerators in the retailers shop. In these cases some glaring facts were found. A BRIEF DESCRIPTION OF THE FINDINGS:1.7. This project was conducted for Coca Cola Limited to assess the preferences of Customer in India. While entering each shop it was taken care that the display materials are properly ranked according to there visibility and incase of confusion. Display material on the retailers shop was given rank between 1. 2 and 3 according to their visibility. Extent to which merchandising assets are being used by the retailers in promoting the brands: - Retailer who are having DPS Boards / GSB and other display material like stands.

company should concentrate more. which we were thinking that it will be competing with Mountain dew. actually it is grabbing the Coca-Cola's Sprite’s market and Pepsi’s. Market comparison of all the available pickings of the soft drinks in the market: In the market this study is done to find out that on which packing. Secondly he tried to find out what are the problems they are facing in promoting Pepsi.For this. Brands/ Pack availability of Coca-cola and its brands vis-à-vis Pepsi and its brands: For this study. In spite of these findings Researcher have worked on some other things like retailers expectations from the company. Mirinda’s market is going up day by day. In case of Aquafina. In the answer to this some funny recommendations came up (some consumers recommended that Pepsi should change the percentage of the sweetening content of its cola drinks). In case of mango drinks Slice even after entering the market so late has been able to quickly pick up with Maaza. Health effects:- . and Kingfisher. 7up's market. 3. Coca-Cola's Kinley stands nowhere but brands which are competing with kit are Paras. In case of Mirinda (O) and Coca-Cola's Fanta. retailers were asked that how many bottles they are having in their fridge and how many of them are of the brand whose fridge they are having and about the capacity of their fridge. Coca-Cola is more economical for the lower income grade consumers like Riksha-pullars and others. retailers were asked about the market demand of the different brands and they have been asked to rank the brands with respect to their competitive flavors. Our Limca. Bisleri. From the day company has introduced its 200ml packs. In this also some interesting facts came out like no lemon brand exists in front of Coca Cola. From the day Tetra Slice has entered the market it has captured the market of Frooti. 4. He tried to find out how the company can increase the sales.

The consumption of sugar-sweetened soft drinks is associated with obesity. sometimes referred to as “beverages bases” and syrups.[12][13] type 2 diabetes. and low nutrient levels.[14][15] "Sugar-sweetened" includes drinks that use high-fructose corn syrup. They offer more Healthy and sweetest drink in marginal cost.[13]Experimental studies tend to support a causal role for sugar-sweetened soft drinks in these ailments. dental cavities. The main objective of this company is to provide the best services to their customer in low cost as compared to their competitor. Income class and different level of people are represented. including fountain syrups.[12][13] though this is challenged by other researchers. as well as those using sucrose. HR department has been given more emphasis for the study of the project because it is the only sector where all type of Age group. (Coca Cola) is a Soft Drink company. “Jo Dikhta Hai Wo Bikta Hai” . Coca Cola Company manufactures and sells beverage concerates. and finished beverages. Occasionally they give some offers for the benefit of the customers and retailer and distributor. I hope will recognize this as well as take more references from this project report.

Contents TITLE Page No- 1. o Title of the Study o Duration of the Project o Objective of Study o Type of Research o Sample Size and method of selecting sample o Scope of Study o Limitation of Study FACTS AND FINDING 43 43 43-44 44-45 45-46 47 47 48-49 5. ANALYSIS AND INTERPRATATION 50-68 6. SWOT 69-72 7. RECOMMENDATION AND SUGGESTION 76-79 9. APPENDIX 81-82 10. RESEARCH METHODOLOGY 42-47 4. INTRODUCTION OF INDUSTRY 9-14 2. INTRODUCTION OF COMPANY 15-41 3. BIBLIOGRAPHY 83 . CONCLUSION 73-75 8.


In 1772. In the late 18th century. It has become so. His invention of carbonated water (also known as soda water) is the major and defining component of most soft drinks.[7] .4 mg in the drink[5] when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds. INTRODUCTION OF INDUSTRY The introduction of soft drink was due to necessity of traveling particular in the absence of availability of reliable water. But meaning quietly changed with changing in time. In 1676.[6] Priestley found that water treated in this manner had a pleasant taste. Priestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called) onto chalk to produce carbon dioxide gas. and he offered it to friends as a refreshing drink. the Companies des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. The first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th century. In 1767. England. Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide to make carbonated water which has 3. and encouraging the gas to dissolve into an agitated bowl of water. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.1. They were made from water and lemon juice sweetened with honey. popular commodity fashion & habit instead of requirement of quenching thirst. Carbonated drinks:- Soft drinks displayed on supermarket shelves. scientists made important progress in replicating naturally carbonated mineral waters.

It faced no . Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Coca-Cola. their brands have assumed an iconic status in the minds of the consumers.500 U. Maryland machine shop operator. juices. INTRODUCTION TO SOFT DRINKS IN INDIA:Gold Spot considered as the first soft drink. patents were filed for either a cork. Of the approximately 53 billion beverage servings of all type of consumed worldwide every day. John Mervin Nooth. or lid for the carbonated drink bottle tops during the early days of the bottling industry. Coca Cola Company is one of numerous competitors in the commercial beverages market. established 50 years ago before all empowering Coca-Cola entered the company to dominate the scene. The Coca Cola Company was incorporated in September 1919 under the laws of the State of Delaware and succeeded to the business of a Georgia Corporation with the same name that had been organized in 1892. the "Crown Cork Bottle Seal" was patented by William Painter. Soft drink bottling industry:Over 1. Beverages bearing trademarks owned by or licensed to company account for approximately 1. In the same year.5 billion.Another Englishman. In 1892. and wine) to carbonated water in the late 18th century. Swedish chemist Jones Jacob Berzelius started to add flavors (spices. It was the first very successful method of keeping the bubbles in the bottle. cap. Coca Cola Company put his first step in India in 1952 but withdrew completely in 1977 due to change in Indian Government polices. the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder.S. Again returned to India in 1993 after a gap of 16 years giving a new thumb up to the Indian Soft Drink Market. improved Priestley's design and sold his apparatus for commercial use in pharmacies. Carbonated drink bottles are under great pressure from the gas. The corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886. a Baltimore. Bergman's apparatus allowed imitation mineral water to be produced in large amounts.

should be regarded as the first Indian company introducing limca a lemon drink complimentary to their well entiemched Gold Spot in 1970 which got moderate success. Parle export private ltd. Maaza. it had also introduced Cola-Pepino which was withdrawn in face tough competition from Coca-cola. which include names such as Coca-Cola. THE VALUE CHAIN The Coca-Cola Company Bottler Customer Consumer . The acquisition of Thums Up brought some of the leading national soft drinks like Thums Up.competition and its euphoric image built up in western countries helped it get ready clientele & glamour. Diet Coke. Limca. Fanta. Kinley mineral water was launched in the year 2000. along with the Schweppes product range. Sprite. Citra and Gold Spot under its umbrella. Coca-Cola serves in India some of the most recalled brands across the world. before this. To add to this. However.

Each one was trying their best to be come under one company with “A Class” products in the field of soft drink business. Govt. Cola. Parle people introduced their Cola-Thumps Up with a mightily bang saying “Happy days are here again” as if happy days went away with Coca-cola pure drinks of Delhi. Thumps Up. Diet Coke. Coca. Cola products account for nearly 61-62% of the total soft drinks market. . Mohan Meakings with Marry and Pick Up & McDowell with Thrill. Indian market was open for various cold drinks and several companies came forward pushing the different in the market. Rush and Sprint and Indian Market where there was competition previously a cut throat competition and heavy advertising was on. of India had given permission to the Coca-Cola to start their business in India. lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. now after a long gap. Soft drinks can be further divided into carbonated and non-carbonated drinks. Soft drinks are available in glass bottles. Diet Pepsi etc. Modern bakeries interested the market Double Seven. Thumps up. Coca-Cola came with Parle to do business on the Indian soil. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. The brands that fall in this category are Pepsi. They are trying best regaining its prestige which it had before.When Coca-cola bid farewell in 1977. Cloudy Lime. aluminum cans and PET bottles for home consumption. good quality and low cost.Cola. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements. Clear Lime and Mango. also without loosing much time introduced pure drinks with Campa Orange and Campa Lemon. Non-cola segment which constitutes 38% can be divided into 4 categories based on the types of flavors available. Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control. The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. The soft drinks market till early 1990s was in hands of domestic players like Campa. namely: Orange. The market can also be segmented on the basis of types of products into cola products and non-cola products.

"Accounting and Disclosure Guidance for the Foreign Earnings Repatriation Provision within the American Jobs Creation Act of 2004" in 2004. 48. 4) Coca Cola adopted FASB Interpretation No.OPERATING GROUP:The Operating Group of Coca-Cola. 109-2 allowed the Company to record the tax expense associated with the repatriation of foreign earnings in 2005 when the previously unremitted foreign earnings were actually repatriated. Bottling Investments. "Accounting for Uncertainty in Income Taxes" and recorded an approximate $65 million increase in accrued income taxes in their consolidated balance sheet for unrecognized tax benefits. which was accounted for as a cumulative effect adjustment to the January 1. FSP No. Pacific. "Consolidation of Variable Interest Entities. Coca Cola adopted Financial Accounting Standards Board (FASB) Interpretation No. Certain prior year amounts have been reclassified to conform to the current year presentation." 3) Coca Cola adopted FASB Staff Position (FSP) No. 2004. amendment of FASB Statements No. 2) In 2006. 88." effective April 2. and 132(R). 106. 2007 balance of reinvested earnings. "Employers' Accounting for Defined Benefit Pension and Other Postretirement Plans -. 46(R).158. Latin America. The map is segmented into Coca Cola Operating Groups: Africa. European Union. 109-2. Eurasia. . 1) In 2007. Coca Cola adopted Statement of Financial Accounting Standards (SFAS) No. North America.


How ever after a gap of 17 years. the cola's (Coke. Lemon 10% and Orange 20%.2. When the Government policy were in introduce and forced this MNC's to go outside from the India market. There appears to be a concentrated rush to bag a share in the soft . It has been said that the internal environment of the industry has been greatly effected from its internal environment. INTRODUCTION OF COMPANY If we Indians recall our memory there was a time when one was asked for a soft drink. it was thrown out of India in the year 1977. A lacuna was created at that time in the country's soft drinks market. The same thing was also happen with this famous company. the word most admired trademark has maintained its special a sense of belongingness to India. In today's market. the Coca-cola has reappeared in the soft drinks market of India. Hence. by making itself more strong and confident in this field. which had resulted some sort of its monopoly throughout the Indian soft drink market.) had a 70% share. the brand that comes and gave a knock on our mind was Coca-Cola. Pepsi. etc. Thumsup. Coca-Cola.

The factors which were responsible for the decline in Pepsi sales were poor image. The Indian people welcomed the come back of their most loved cola in the country with great enthusiasm and vigor. every day. Pepsi-Cola was a drink costing less to manufacturers and with a less satisfactory taste than coke.Ltd. This plant is more settled equipped than the plant at Ghaziabad. Mazza. While RC cola is still a novice in the Indian Market. Coca-Cola was relaunched again in India in Sep.Coke. poor task force. It was a momentous day when Coca-Cola staged its reliance in India. where the first bottling facility of Coca-Cola in India was switched on. India division under Eurasia Operating Group has been working on RED i. poor quality control and dull packaging.. For the supply of 300 ml Bottle and 1. Fanta. needs and lifestyles choices. Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola market its relaunching acquiring 5 Parle Exports Ltd. Sprite. Soda. After the war the Pepsi sales started to fall relatively to Coke. IN INDIA:Hindustan Coca Cola Beverages Pvt. Company success further depends on the ability of their people to execute effectively. although it being the world oldest soft drinks manufacturer. K. Due to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario. Limca.drinks market. Top Selling products Viz-Thums up. the company opened a new bottling plant at Dasna in Agra distt.5 liter Bottles. Right Execution Daily since FEB 2006. Coca-Cola dominated the Americans soft drinks industry. Coca Cola Company believes that its success depends on their ability to connect with consumers by providing them with a wide variety of choices to meet their desires.e.Kwater. . In India two major companies engaged in soft drinks market are Pepsi and CocaCola. In 2000. During the Second World War Pepsi and Coke. both of them enjoyed a huge sale. RED. 1993 at Hathras near Agra.

COCA COLA” A 100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA:- Coca-Cola Company marks a mile stone on Wednesday. . Candler had purchase what would become the Cola Company for $2. Today I billion soft drinks are sold each day in more than 200 countries around the world. he decided to pitch the idea of bottle soft drinks to coke. Candler thought the bottling Venture would never succeed. global reach and talent and strong commitment of our management and associates-to become more competitive and to accelerate growth in manner that creates value for our shareowners. Joseph Whitehead and Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 1899. vice president of marketing for CocaCola bottling company. financial strength. unrivaled distribution system. Coca Cola Company manufactures and sells beverage concerates. "and the rest is history". but he signed the contract with White Head And Thomas and way.300 eight years earlier from John Pemberton. United Inc. sometimes referred to as “beverages bases” and syrups. from bottles while he was stationed in Cuba during Spanish American War.. 24th March 1899 Chattanooga. Bob Lovell. said in telephone interview from Chattanooga. “THANDA MATLAB. Company wants to increase his profit and sells. which was then sold only as a fountain beverage. including fountain syrups.COMPANY GOAL:Company goal is to use the Company’s asset –company brands. Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. When he returned to Chattanooga. Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages. an Atlanta Phamacist who astonished the world. and finished beverages.

THE IMAGE:- The image is communicated all around the world in advertisement on media such as newspaper. There appears to be a concentrated rush to bag a share in the soft drinks .) had a 70% share. but that's how it all came about. radio and televisions.. making it's quality products. Candler did not see any future in it because the containers were not sound. merchandizing and distributing its beverage their hard work and attitude will say something to the people about its product.. but legend has it that no money changed hands."It occurred to him that Coca-Cola in bottles would be very popular". COCA-COLA SYSTEM FLOW CHART Raw Material Coca-Cola Company Bottler Customer Consumer In today's market. The list goes on. Thumsup. "Mr. Lovell said. "Thomas and Whitehead promised to pay one dollar for the right to bottle Coca-Cola.. Lemon 10% and Orange 20%. etc. image is much than just advertising every person working within the coca-cola system is part of the image whether one is involved in creating its advertising. However. or selling. Pepsi. magazines. the cola's (Coke.

2 billion corporation that has captured a 46% Slice of the global soft drinks market. Coca-Cola was registered at the US patent office in 1893. and began selling at soda fountains for 5 cents a glass of therapeutic refreshment unaware that the pharmacist had given birth to a caramel colored syrup which is now the chief ingredient of the worlds favorite drink. The of ecstasy and again that the drink has caused to those dedicated to its growth Pemberton first managed to sell and average of 9 drinks per day. the drink was being bottled on a regular basis under a region wise franchising system. I got into bottles. . Candler bought Coca-cola company with four companies he formed the coca-cola company with the initial stock of $100. though a shop called Jacob's pharmacy. John Pemberton was part owner. Tennessee followed by another in Atlanta in 1900. Georgia. The story of Coca-Cola is a story of a drink and its charm with the consumer. a Pharmacist in Atlanta. In a bit to difference the prodect. Coca-Cola's first bottling plant opened in Chatanooga. Indiana. in 1891. Today the white-on-red flow of Coca-Cola is familiar sight in more then 195 countries. Five years later. and its first competitor Pepsi cola. pale green countor bottle designed by the root glass company of Terri Haute. COCA COLA: THE STORY BEHIND:- Coca-Cola was formulated in 1886 by Dr. Over the next two decade the number of plants crossed 1000. courtesy a candy merchant Joseph Boedenharn of Mississippi. The drink was sold ad refreshing elixir at the fountain counter of Jacob's Pharmacy of which Dr. John Pemberton. The syrup combines with the carbonate water to fuel a $ 16. 161 times. Due to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario. the company adopted 6. The unique taste of cola was an outstanding success. The company estimates that the drink is served more than 773 million times every day and if all Coke ever produced were filed in standard bottles and placed end to end it would wrap around the equator 21.000. Today it is an intrinsic part of the brand.5 ounce.

the company launched what is now considered among the world's most successful brand extensions 'Diet Coke'. The first one "Fanta" appeared in the selves in 1960. brought in innovations like a six-bottle carry home carton. turned out into an orange flavored drink instead. the head of us marketing. The idea was to retain the loyalty for the health conscious drinker who loved the taste but hated the calories. Its birth was an accident.5 billion liters. Fanta and sprite account for most of its sales. Which in 1967 was combined with Duncan foods to pave way for the Coca-Cola foods. While Fanta was being rolled out the company bought minute made cosrp. which makes it the world's two top . its strategists who feared the dependence on just one put a cap on growth welcomed it. On wide spread protest it was recalled after 79 days. the company's German name is an attempt to produce Coca-Cola without some key ingredients. even reinventing if needed. zyman. a lemon drink developed in the late 1950 and formally launched in 1961. the real thing's coke sold over 52. The best insurance policy that he figured was to let coke evolve to the summer slacking it with variants.5 billion liters. Robert C Goizueta. yet in the US the company kept losing ground to Pepsi. label it as "New Coke" and blare the news which is exactly what the company did more a decode age in 1985.The company broadened its horizons when Robert Woodruff the son of a banker who acquired to Company for $25 million in 1919. For the taste of it diet coke along with Coca-Cola light sold 8. In 1994. a former Pepsi marketer argued that the correct strategy was to replace 98 year old with better tasting cola. In 1982. It was under Wood Ruff that the brand. The company has about 100 brands in its portfolio but coke. under the leadership of Sergio Zyman. Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi company depended on a single brand. and gear up advertising support. assumed charge in 1923. By the early 1940's the brand was selling as the "real thing" to set it self apart from "me to" cola's. As a time went by the company brought out some new aerated drinks. He began by ungrading bottling operations. Coca-Cola had diversified the company into businesses and it even had a steam generator and boi8ler making division. After this it came out with cafeeine free versions of its main drinks. But when placed on the shelves it did not budge. Known affectionately as coke by now associated it self with sportive events. Several beverages followed the most notable being 'sprite'.

Cola Company markets four of the world's top five soft drink brands." "anticipate. Along with Coca Cola.5 billion liters each. and a wide range of other beverages. consumers in more than 200 countries enjoy The Coca ." " Pepsi address the young crowd. Coca-Cola reentered India after a 16 years ling exile. For more information about the Coca . teas. estimates or projections that constitute "forward . THE COCA-COLA COMPANY:- The Coca ." "Project.S. which unlike a in America is a dominate ort if the population here. juices and juice drinks. Forward . In 1993. Which sprite aimed at the independent youngster two does not care what as others drink (the as line "obey you're a thrust").Cola Company's products at a rate exceeding 1 billion servings each day. The Coca .looking statements" as defined under U.cola.Cola Company is the world's largest beverage company. including diet Coke." "estimate. Fanta and Sprite. recognized as the world's best .coca. please visit our website at http: // www. Though the world's largest distribution system.known brand. Generally. federal securities laws.non cola drinks sold over 6. the words "believe." "will" and similar expressions . four years Pepsi made its debut India.Looking Statements:This press release may contain statements. coffees and sports drinks. While Coke plays on brand nostalgia." "intend. waters. including diet and light soft drinks.Cola Company.

These risks include. Forward looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca . litigation uncertainties. changes in economic and political conditions. adverse weather conditions. . changes in the non .looking statements.identify forward . fluctuations in the cost and availability of raw materials. The Coca Cola Company undertakes on obligation to publicly update or revise any forward . product boycotts.alcoholic beverages business environment. including actions of competitors and changes in consumer preferences. which generally are not historical in nature. our ability to achieve earnings forecasts.Cola Company's historical experience and our present expectations or projections. which speak only as of the date they are made.looking statements. You should not place undue reliance on forward . regulatory and legal changes. the effectiveness of our advertising and marketing programs. and other risks discussed in our Company's filings with the Securities and Exchange Commission (the "SEC"). including our Annual Report on Form 10-K. which filings are available from the SEC.looking statements. our ability to penetrate developing and emerging markets. but are not limited to. foreign currency and interest rate fluctuations.


: Human Resource Manager A. : Finance Manager S.S.M. : Information System Manager F.E.Where.M.D.M. : Production Manager H.O. : Sales Manager P. : Regional General Manager A.M.M.M. : Marketing Operation Executive C. : Cold Drink Executive S.E. : Sales Executive .G.SM. : Area Sales Manager M.M.E. R.R.G. : Area General Manager I.

1lt. 300ml. Gurgaon. 300ml. 2lt Thumps UP: 200ml. 1. 1. 500ml. 300ml. Sprite: 300ml.5lt. 500ml. 1lt. Mazza: 250 ml. 2lt. Water: 500ml.Haryana Chief Executive officer Alex von Behr Total Investment Rs. Udyog viharV. 2lt. 330ml. Tetra Pack Diet Coke: 330ml. 500ml. 1. Kn. 1lt. Kn. Fanta: 200ml.S. 2lt. 330ml. of Franchisees 16 No. 330ml. 1. 2lt.3200 Crore Owned Bottling Plants 35 No. 1lt. 500ml. Some facts About Coca Cola Pvt Ltd:Head office Atlanta (U. 300ml.5lt. of Employees 6000 . 2lt. 500ml.5lt. 330ml. 330ml.5lt. 1. 1. Limca: 200ml. 1lt.PRODUCT PROFILE OF COCA COLA:The product range of the coke has listed brands: Coke : 200ml. 2lt. 1lt.5 lt.A) Corporate office Enkay Towers. Soda: 300ml. 500ml.5lt.

Mc-Douglas Investor. In 1986 the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. Point on Roberto had reduced the company basically to its trademark and the returns are so astronomical as to be off the boards. The Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to retain its own balance sheet. we strongly believe that our fundamental opportunities for long term growth have not changed". It just absolutely added a jet engine to their performance. 1 soft drink manufacture. Bottlers play a strategic role in the success of soft drinks companies and this was not far from Goiueta's mind. . The economic slowdown in various overseas markets and the strong dollar had their impact on Coca-Cola revenues and bottom line in 1999. It is not content with this title and is aiming at higher volumes year after year. As long as maximization of share holder wealth remain coke's focus for its future4 is assured Goizueta had stated and proven to the world that focus on shareholder wealth does more good to the company than focus on revenues and it is not hat coke does not enjoy volumes for it is world's No. "This past year 1999 has been a challenging period for the Coca-Cola Company as economic environment became more uncertain in the later part of 1999.THE FUTURE OF COCA-COLA:While dong business overseas offers Coke wonderful growth opportunities it also has its own disadvantages. Bottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. Surely coke will continue to grow. COKE'S BOTTLING STRATEGIES:In the soft drink business the bottlers are responsible significant extent for ensuring the availability of the products. The Chief Executive Officer of the Coca-Cola Company says. All these bottling activities were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. But the company optimistic about the future.

we pursue continuous innovation in the products we offer. the leading brand of the Coca-Cola Company. which constitute about 14% of the Cola market share. COMPETITOR:The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. which despite this stiff competition is still by far the single most popular Cola drink in India With both the companies being backed fully by the parent concerns based in the united state. And it involves a worldwide. marketing.16%. In India. facilities. which was the leading brand of Parley product. suppliers. yet distinctively local. Thums-up. the packages we develop and the ways we bring them to market. the processes we use to make them.84%. which occupies by far the largest chunk of the soft drink market in India. always and everywhere. The market share of Coke in this Cola Segment is 27. Our investment in local communities in over 200 countries totals billions of dollars in jobs. distributors and retailers whose success is paramount to our own. ands local business partnerships. other still competition to Pepsi. schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. .MARKET PLACE:More than a billion times everyday. Our promise to deliver that quality is the most important promise we make. Thums-up along with coke. Pepsi and Mirinda. the market share of Coke is 60%while the market share of Thums-up is 32. the purchase of local goods and services. The remaining market share is occupied by the other brands. Today. In the Cola segment. network of bottling partners. sale-promotion. Aggressive ad campaign's. as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. the fight to become the dominant player in the huge Indian Soft drink market continues unabated. They deserve the highest quality-every time. was acquired by Coca-Cola just over a year ago to bolster its market share in India. thirsty people around the world reach for Coca-Cola products for refreshment.

The company has always been innovating it's ad campaigns which has helped the company to get top of the mind recall.5 percent in the cola segment. It's got its selling strategy well mapped out. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. Inc. During 1995 the total ad spent by the company was Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup. Thums-up + Coke occupies a combined market share of 60% (32. Pepsi is an international drink with Indian imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female. Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. The fully owned subsidiary of the $ 18. From "The choice of the new generation" to the "Freedom" campaign the company has been able to Indianise the brand. The market share for the Cola segment of different in India is given in Graph below: The fight between the Rs.98 crore only on television Pepsi has set aside Rs. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26. 1. Pepsi and Coca-Cola India. 1 player seems likely to continue unabated over the next four years".e.16% + 27.55 Billion Atlanta based "The Coca-Cola' company to become India's No. Diet Pepsi and Mountain Dew.84%) which is just higher than the market share occupied by Pepsi on the all India basis. 6. .000 Crore Pepsi co.So Coca-Cola with its two brand clubbed together i. PEPSI PROFILE:Pepsi Co. Pepsi is in between the two of it's closet competitors as far as marketing strategies are concerned. India. was founded in the year 1965. Major products of the new company are Pepsi Cola.

Product lines of Coke& Pepsi are as follows:- Pepsi Brand Name pepsi pepsi Diet mirinda mirinda lime 7 up Slice pepsi pepsi Diet mirinda lime mirinda Slice 7 up FLAVOUR COKE BRAND PEPSI BRAND Cola Coca-Cola Pepsi Thums-up Pepsi diet Coke diet Orange Fanta Mirinda Limca Mirinda lime Clear lime Sprite 7up Mango Maaza Slice Cloudy Lemon .

Pepsi has a multi products portfolio with some portion from the same business.e. In comparison to the international norms minutes. Coca-cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share.5 hours to buy a bottle of soft drink. Both the companies are following different path to reach the same destiny i. While Coca-Cola has been earning most of its bread and butter through beverage sales. they are putting in their best efforts to woo the Indian consumer who has to work for 1. India holdings. Both the players are spending their energies in building capacity. to fetch the bigger portion of aerated soft drink market. as per capita consumption here is a mere 3 serving annually against the world average of 80. has been able to set an image of a winner in India and has been able to get the pulse of the India soft drink market. On the other hand. Countering it Pepsi has taken the battle its own hands by floating as investment of $ 95 billion to set Pepsi Company. infrastructure.COMPETITIVE AREA:The soft drink market all over the world has been witnessing a neck to neck battle between the two major players. Coca-Cola is well set with its 53 bottling sites through out the country giving tit an edge over competition by processing a well-built bottling and distribution set-up. . Coca-Cola and Pepsi since the very beginning. The two warriors are face to once again here in India with different strategies and tactics to attack the rival. as subsidiary for (COBO) Company owned bottling operations. Pepsi. with two more years in India. Both consider India a huge potential market. Coca-Cola is focusing upon the joint ventures with the existing bottlers (FOBO) franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class. which has been narrowing the gaps regularly. Therefore. The soft drink giants are leaving on stone unturned and her for the long terms. 1 position comparison tot he inter. The thirst quenchers are trying hard to have to major chunk of the pie of carbonated soft drink market. But the CocaCola people are finding it hard to keep away Pepsi. The two are posing threats to each other in every nook and corner of the world. promotional activities etc. a major hurdle to cross over for both the athletes for getting No.

Pepsi has chosen to be blue. . water etc. has been working on the saying slow and steady wins the race's side by retailing to every more of its competitor. They are desperately working on the strategy to be winners in the hot cola war between two big barons. Firstly. World Cup. They have been going with aggressive marketing by putting Sachin Tendulkar. Thums-up come with the ad line. which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. Pepsi had plumbed a large on the visibility of its blue red and white logo. the idea of competition has not come from Pepsi. Also ThumsUp has been positioned now very near to that young image of Pepsi and giving it a though time. They have increased the fizz in the market place by introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its rival there.Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in India. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. Don't be Bandar. the role models for its targeted consumer the teenagers. It Coke got the status of the official drink of wills. In Coca-Cola camp. They have procured the shield of Thums-Up with a handsome market share in Indian soft drink market. If Red is meant for coke. Pepsi blushed as nothing official about it. Coca-Cola on the other hand. coffee. but from the other beverages such as tea. Nimbu Pani. Akshay Kumar and now Shahrukh Khan in their advertisement to endorse their brand. These cool merchants have put everything on fire. Countering Pepsi's international commercial that used two chimpanzees to cock a snoop at coke. Pepsi is quite aggressive in its approach to Indian Consumer. they upgraded the whole industry by introduction 300 ml bottles. to conjure up those creative tactics to knock the fizz out their competition. the other offered 'Pepsi Stuff Card'. taste the Thunder. it's the madness that encourages executive to think. As Thums-Up projected as 'Saaree Jahan Se Achcha' Pepsi was passionate enough with 'Freedom to be' and now the "Yeh Dil Mange More" when Thums-Up came with Thunder Blast. According to Pepsi philosophy.

250 Crores Rs. 300 Crores 2400 11 15 4000 Nil 6 .MAIN COMPETITORS COCA-COLA V/s PEPSI Total Investment in India New Investments Number of Employee Number of owned bottling Plants Number of Franchisees Number of Fountain Total Investment by bottlers New Plants Planned (Year of 2010-11 ) Coca-Cola Pepsi Rs. 2400 Crores 140 9 54 1500 Rs. 125 Crores Nil Rs. 500 Crores Rs.

Overall volume of Coca-Cola products have increased by 40% whereas the industry growth rate is 20%. McCarthy popularized a four factor classification of the se tools called the four P"s.This Last Year data is provided by Sales Executive of Company. PRODUCTS: Product variety  Quality  Design product . By adopting producer & for an efficient marketing programme. the designing and integration of the elements of the marketing into a programme of mix which will best achieve the objective of the enterprise at the give time. product. place promotion. Out of these around 60% was of Cola and other 40% was of non-Cola Brands. the combination. MARKETING MIX:- Prof. The marketing problems are analyzed: 1. Sources of Data :. Neil H Barden defines marketing mix as 'the appointment of effort." Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of in the target market. 2. By utilizing the important forces emanating from the marketing operation of an enterprise. Last year total sale of soft drink Industry in India was approximately 170 million crates. ELEMENTS OF MARKETING MIX :The marketing mix denotes a combination of various elements which in their totally constitute affirms marketing system. price.

 Brand name  Feature  Packaging  Size service  Warranties  Returns PRICE: List Price  Discounts  Allowances  Payment period  Credit teams PLACE: Channels  Coverage  Place assessments  Locations  Inventory  Transports PROMOTION: Sales promotion  Advertisement  Sales Forces  Public relations .

"Our goal is to have coke available within an arm's reach of desire". coca-cola not only produces products. In the words of former CEO-India operations . delivery merchandizing and local accounts management.Richard Nichoilas. Direct marketing The particulars marketing variable under each P are shown below: 4 Ps  PRODUCT  PRICE  PLACE  PROMOTION 4 Cs  CUSTOMER NEED AND WANTS  COST TO THE CUSTOMER  CONVENIENCE  COMMUNICATION DISTRIBUTION IN THE COCA-COLA SYSTEM:GETTING PRODUCTS TO MARKET One of the value of the coca-cola system is presence that coca-cola should exist everywhere. To fulfill this gool. These are two major types of distribution systems. but also has an effective systems to distribute them all over India. (i) Direct and Indirect:- . DISTRIBUTION:Distribution Sales + Delivery + Merchandising + Local Account Managemetn. Distribution of Coke's products includes the activities of sales.

all the distribution activities (Sales. Difference between a Customer and a Consumers. MERCHANDIZING:One the products are delivered to the customer's they are promoted at the point-ofpurchase to maximize the company's sales opportunities.In direct distribution. It is an on-going process that help the company present its products properly to the consumers in the market place for instance. :In conventional sales. merchandizing and local account management. sales and delivery are performed by different people within the cococola system. merchandizing involves looking at the presentation of the products through the eyes of the consumers. In indirect distribution. delivery. an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (Sales. Merchandizing and local accounts managements). In advanced sales. is the display attractive? Are the product neatly organized. With Direct distribution there are two types of sales:- Advanced sales and conventional sales. PRESENTING THE PRODUCTS:Coca-Cola presents its products for sale in four different ways. the bottler partner direct control over the activities of sales.  A customer is a business location which sells or serves coca-cola products to consumers. They are as follows:  Secondary Display .  A consumer is some one who drinks coca-cola products. Merchandizing and Local Accounts Management) are performed by the same persons. Delivery.

CEO of the Coca-Cola Company. In 1993 after Coca-Cola returned to India after a 16 years absence (beorge Fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to Indian officials). Robesto boirueta "Salivated over a virtually untapped market of 840 million people". Coolers  Vending Machines  Post Mix / Pre Mix INDIA'S RELATIONSHIP WITH COCA-COLA:Just after independence. PROMOTION : THE COCA-COLA WAY Goal for the 90's :"To place coca-cola within an arm's reach of desire. . the Maharaja of Patiala oversaw his coca-Cola-Cola hoarding from his huge. Leisure  Travel / Transportation/ Hospitality  Educational  At Work The 3A's:The strategy for reaching in creasing numbers of consumers in India is based on the belief that consumers will buy our products it they are Available. Coca-Cola export representative Frank Harrold. Affordable and Acceptable. Consumer activity clusters:-  Grocery shopping  Other shopping & services  Eating and drinking Entertainment/ Recreation. was awed by the Maharaja's opulent life style. ornate palace.

To make its product available at a price affordable to the consumer. dispensing systems. and other activates. and caring about the quality of performance in respective jobs. what they seek to achieve. AVAILABILITY:Some of the way sin which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging. AFFORDABILITY:The ways to address affordability include pricing decisions. MISSION:• Everything Coca Cola do is inspired by their enduring Mission: . vision and values outline who they are. Coca Cola mission. These provide a clear direction for the Company and help ensure that they are all working toward the same goals. Let us explore the specific ways in which the Coca-Cola system addresses each of the 3A's. community programs.  To provide quality customer services. to it the best we know how. Continually processes more efficient and therefore more cost-effective. and how they want to achieve it. distributions system. The 3A's is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer's.Strategies for the 3A's: Focus on the consumer and customer. promotion youth market activities. How does coke position its limited resources to help meet its good. as well as resource management. marketing. ACCEPTABILITY:Making coca-Cola brand products the beverage choice for any occasion's depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships.  Caring enough about what we do.

create.. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy Peoples' desires and needs. VISION:To achieve sustainable growth. it's up to me” • Collaboration : “Leverage collective genius” • Innovation : “Seek. Partners: Nurturing a winning network of partners and building mutual loyalty. imagine. Coca Cola has established a Vision with clear goals: Planet : Being a responsible global citizen that makes a difference..through their brands and their actions.• To Refresh the World. delight” • Quality : “What we do. Profit: Maximizing return to shareowners while being mindful of our VALUES:Coca Cola is guided by shared Values that they will live by as a company and as individuals: • Leadership : “The courage to shape a better future” • Passion : “Committed in heart and mind” • Integrity : “Be real” • Accountability : “If it is to be.. • To Inspire Moments of Optimism. and spirit. we do well” . • To Create Value and Make a Difference…everywhere they body.. mind.



• To study the effect of RED on boosting sales of coca-cola products .3.1 TITLE OF THE STUDY:All the findings and conclusions are based on the survey done in the working area within time limit. RESEARCH METHODOLOGY 3.2 DURATION OF THE PROJECT:16th May 2011 to 30 June 2011 (45 DAYS) 3. 3. I tried to select a sample representative of the whole group during my job training. I have collected data from 200 respondents for studying (Consumer Buying Behavior With reference to “Coca Cola”) Market Segmentation. • To study customer satisfaction about coca-cola products. selected randomly from different areas in Ghaziabad.4 OBJECTIVES OF STUDY:PRIMARY OBJECTIVES:• To find out to which extent merchandising assets are being used by the retailers in promoting the product of coca-cola • To find out Market demand of Coca Cola and Thums up vis-à-vis Pepsi • To study marketing strategies adopted by coca-cola.

5 TYPES OF RESEARCH:Date sources: sources of information are as follows:(1) Primary sources:Who’s the primary source?? Retailers are the primary source. • Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands.Magazines. 3.• To find out Market demand of Fanta vis-à-vis Mirinda-O • To find out Market demand of Limca. (2) Secondary sources:Researcher collected secondary information from Journals of Company. . News papers. SECONDARY OBJECTIVES:• To find out Market comparison of all the available brands of the soft drinks in the market. Research Approach:- Researcher followed one approach to collect the information (1) Survey – Researcher contacted the retailers in the market place to gather the relevant information. Sprite vis-à-vis Mirinda-L and 7up • To find out Market demand of Maaza vis-à-vis Slice.

5 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE:Sample size:The number of sample is 110 from Ghaziabad city. Main Market 6) Raipur Market.Kanpur Road 4) Kotwali market . This is very important point as it gave me an inside view of the whole setup and further on during the planning of any of the promotions. the sample is selected because they are convenient. Chidiapur 8) Kiratpur Market 9) Researcher began his survey with route riding. traveling along with the sales persons on his daily trip to service the retailers.Lucknow road 5) Shanpur. • Survey Area: Kanpur & NEAR BY AREAS 1) Kanpur. Nagina Road 7) Haridwar road. Researcher asked the retailers about their uses of Coca-cola merchandises and try to Asses the market share of the Coca-cola’s different brands. As the name implies. Sampling design:Convenience sampling is used for this study.(2) Number of Retailers contacted – 200 Retailers. i.e. The various methods and principles adopted are listed below: 3. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. Researcher was aware of the limitations and strengths of the environment he would be working in.Main market 3) Bhaguwala Market . Station road 2) Kanpur. This non . Each respondent is treated as a case of detailed analysis. which fulfills the requirement.

Rank Correlation = If Rank Correlation is negative we can say that there is no correlation between the variable. if rank correlation greater than . Data collection method:For the accumulation of data the sources were primary and secondary data.06 we can say that there is high degree of . Discussions were held with the general. For this study the secondary data were collected from magazines .probability method is often used during preliminary research efforts to get a gross estimate of the results. The Primary data was a detailed interview schedule with the help of a detailed questionnaire.06 we can say that there is a low degree of relation between the variable. branch manager and executives of the company to design and execute the research Secondary Data:They are not originally drawn by the researcher as fresh data. Primary Data:These data are raw material.journals . ANOVA and t – test had applied for hypothesis testing. without incurring the cost or time required to select a random sample. Tools and techniques of analysisPercentage analysis and statistical tools were used in the study. They are the measurement observed and recorded as a part of original study. These types of data can be collected through various sources. if the Rank correlation is less than. The investigator or researcher directly collects this data. The samples were drawn purposively from various areas for the relevance of the study. references and websites and manuals of the Idea. The statistical tools used for data analysis are Rank correlation and hypothesis testing. These are collected by some other person for this purpose and published. if rank correlation is positive we can say that there is a relation between the variable. The basic form of obtaining this data is by observing and questioning. They are original in character.

relation between the variables and if Rank Correlation is very nearer to 1 such as .99 we
can say that there is very high degree of relation between the variable.

3.6 SCOPE OF THE STUDY:Study of Management of RED helps the management in the following ways:-

It improves management’s ability to plan and control the sales of Coca Cola.

It will certainly help the strategies for survival and growth of the Company.

It avoids wastage and underutilization of resources which can be employed


It is relevant to inflows and outflows conditions of the Company.

3.7 LIMITATION OF THE REPORT:I found the following limitations during my actual project execution:•

More stress was given on the primary data.

The finding of the survey will be strictly based on the response of the consumers,
since it is difficult to ascertain the authenticity of the statements.

All the observation and recommendation will be made on the feedback obtained
from the survey.

The sample for the survey covered subscribers from India only.

The time for the research was limited.

The result is limited to the reliability of method of investigations, measurement and
analysis of data.

People were not interested in filling questionnaire properly.

It is very small research, which may be insufficient to give the real picture.



It improves management’s ability to plan and control the sales of Coca Cola.

It will certainly help the strategies for survival and growth of the Company.

It avoids wastage and underutilization of resources which can be employed


It is relevant to inflows and outflows conditions of the Company

More stress was given on the primary data.

The finding of the survey will be strictly based on the response of the consumers,
since it is difficult to ascertain the authenticity of the statements.

All the observation and recommendation will be made on the feedback obtained
from the survey.

The sample for the survey covered subscribers from India only.

The time for the research was limited.

The result is limited to the reliability of method of investigations, measurement and
analysis of data.

People were not interested in filling questionnaire properly.

To find out to which extent merchandising assets are being used by the retailers in
promoting the product of coca-cola

To find out Market demand of Coca Cola and Thums up vis-à-vis Pepsi

To study marketing strategies adopted by coca-cola.

To study customer satisfaction about coca-cola products.

To study the effect of RED on boosting sales of coca-cola products


Out of Coca-Cola and Pepsi Beverages India Limited
whose GSBdo you have ?






 Out of the sample size which has been covered only 11 % of the shops had Pepsi’s
GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.
 14 % of the sample size had the GSB’s of both the major players of the soft drink
 70% of the sample size didn’t have any of the GSB’s displayed.

Ranking according to visibility - Pepsi ?

Ranking according to visibility - Coca Cola ?




Rank 1

Rank 1

Rank 2


Rank 3

Rank 2
Rank 3


 72% of the shops having Pepsi GSB’s got the 1st rank according to their visibility
status on the other hand only 14% of the retailers got the rank 2nd and 3rd each. This

DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the ranks 2nd and nobody got the 3rd. This shows that in comparison to Coca-Cola.shows that retailers who got the GSB as display material from the company are using them satisfyingly.Pepsi ? Ranking according to visibility .’s GSB are being used in more proper way. *DPS-DISTRIBUTOR PROMOTINAL SIGNAGE* FIGURE 4 Ranking according to visibility . FIGURE 3 Out of Coca-Cola and Pepsi Beverages India Limited whose DPSBoard do you have ? PBI 27% PBI Coca-Cola Both Coca-Cola 8% None 62% None Both 3%  Out of the sample size which has been covered 27 % of the shops had Pepsi’s DPS Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s. Pepsico.  3 % of the sample size had the DPS Boards of both the major players of the soft drink industry. This shows that retailers who got the DPS Boards as display material .  49% of the shops having Coca-Cola GSB’s got the rank 1st according to their visibility status on the other hand 38% of the retailers got the rank 2nd and only 13% of the retailers got the rank 3rd.  62% of the sample size didn’t have any of the DPS Boards displayed.Coca Cola ? 0% 12% 18% Rank 1 18% Rank 1 Rank 2 Rank 2 Rank 3 Rank 3 70% 82%  82% of the shops having Pepsico.

 11 % of the sample size had the refrigerator of both the major players of the soft drink industry.  70% of the shops having Coca-Cola DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the rank 2nd and only 12% of the retailers got the rank 3rd. FIGURE 6 .from the company are using them satisfyingly. had CocaCola’s refrigerator vis a vis to 25 % of Pepsi’s refrigerator.  27% of the sample size didn’t have any of the company’s refrigerators. is more than Pepsico.8 \s 25% 27% 11% PBI 37% COCA-COLA BOTH OWN  Out of the sample size. Pepsico. which has been covered 37% % of the shops. This shows that in comparison to Coca-Cola.Chart. they are using their own refrigerators for the chilling purpose. This shows that percentage distribution of the refrigerators of Coca-cola co. FIGURE 5 EMBED Excel. .’s DPS Boards are being used in far more satisfyingly.

Ranking according to visibility . 3368 PBI Coca-Cola PBI Coca-Cola .Pepsi ? Ranking according to visibility .Coca Cola ? 0% 8% 33% 24% Rank 1 Rank 1 Rank 2 Rank 2 Rank 3 Rank 3 67% 68%  68% of the shops having Pepsico.  Only 33% of the shops having Coca-Cola refrigerators got the rank 1st according to their visibility status on the other hand 67% of the retailers got the rank 2nd and none of the retailers got the rank 3rd. This shows that in comparison to Coca-Cola.’s refrigerators are being used in far more proper way. refrigerators got the rank 1st according to their visibility status on the other hand only 24% of the retailers got the ranks 2nd and 8% of the retailers got the rank 3rd. FIGURE 7 How many Bottles of PBI/ Coca-Cola do you have in your fridge PBI. This shows that retailers who got the refrigerators as display material from the company are not using them satisfyingly. Pepsico. 4260 4500 4000 3500 3000 2500 2000 1500 1000 500 0 FIGURE 8 Coca-Cola.

Availabity Comparision between Pepsi and Coca-Cola at the Outlets . 17% of the retailers voted to the problem of the empty bottles of . FIGURE 9 Reasons for not optimum use of Refrigerator / Ice Box at outlets ? Shortage 13% Other 36% Problem of the Empty bottle 17% Irregularity of the Salesman 34% Shortage Problem of the Empty bottle Irregularity of the Salesman Other  While giving the reasons for not using the Coca-Cola’s refrigerators 34% of the retailers blame it to the lack of regular services from the company (irregularity of the salesman). This shows that CocaCola’s refrigerators are not being used to optimum by the retailers in promoting CocaCola’s products.using Coca-cola Merchandising Asset Coca-Cola 44% PBI Coca-Cola PBI 56%  In the CocaCola’s refrigerators 56% of the Pepsi bottles were found.

 Despite of all the above reasons a huge segment 36% blame it to different other reasons for below optimum use of refrigerators. FIGURE 10 Approximate sale of the retailer 100 90 80 70 60 50 40 30 20 10 0 0.Hindustan Beverages India.5 to 2 FIGURE 11 3 to 5 6 to 10 More Than 10 . 13% voted for the shortage of the different packing.  Out of the 36% other major reasons low demand (33%) and lesser capacity refrigerators (34%) got the maximum share.  Despite of all the above there are even major number of retailers who blame it to the unfulfilled promises from the company professionals.

FIGURE 12 How the retailler gets display material from the company ? 70 60 50 40 30 20 10 0 Schemes FIGURE 13 Gift Sharing / Draft Other .5 to 2 8% 3 to 5 46% 6 to 10 28%  The sample size shows that maximum portion (around 46 %) of the retailers whose sale are between 3 to 5 crates daily and only 8 % are the ones who are selling less that two crates.Approximate sale of the retailer More Than 10 18% 0.

How the retailler gets display material from the company ? Gift 40% Sharing / Draft 21% Schemes 33% Other 6%  The sample size gives us the brief idea about the pattern of distribution of merchandising assets by the companies. . Most of the retailers (around 73%) are getting the display material through different schemes or as the gifts.

FIGURE 15 Market Demand of different packings of Soft-Drinks 2lt 26% 200ml 30% 2lt 1lt 500ml 1lt 7% 300ml 200ml 500ml 14% 300ml 23%  This gives us an indication.  300ml bottles with 23% shares the 3 rd position and 500ml. Shares the 4th position of the demand total demand with the market demand of 14% FIGURE 16 Market Demand of Softdrink ( Cola ) 500 400 Pepsi 300 Coca-Cola 200 Thums-up 100 0 S1 Pepsi Coca-Cola Thums-up .  The sample size shows that there is huge demand of 2lt pack (26%) and 200ml bottles (30%). where the better prospects lies. In which particular type of packing little innovation can do wonders. This provides us with an idea where we should concentrate.

 Coca-Cola seconds with the shares of the demand of 39% from the market beating Thumps up with the remaining 24% FIGURE 18 Market Demand of Softdrink ( Orange ) 290 280 270 260 250 240 Fanta.  Pepsi is on the top. shares the demand of 39% from the market. 260 Mirinda-O S1 Fanta .FIGURE 17 Market Demand of Softdrink ( Cola ) Thums-up 24% Pepsi 39% Pepsi Coca-Cola Thums-up Coca-Cola 37%  Sample size shows the comparison between the market demands of each of cola drink. 285 Mirinda-O.

FIGURE 19 Market Demand of Softdrink ( Orange ) Mirinda-O 48% Fanta 52%  Sample size shows the comparison between the market demands of each of Orange drink.  Mirinda and Fanta are almost head to head with 48% and 52% market demand. Though Fanta is having 4% more share than Mirinda Orange. FIGURE 20 Market Demand of Softdrink ( Lemon ) Sprite 9% 7 Up 5% Mirinda-L 27% Mountain Dew 28% Limca 31% .

735 400 770 Sprite.  The new entrant to the market. Mountain Dew is gaining the market share more dynamically than its competitor brands. 865 Mountain Dew. 235 200 7 Up. 123 0 Mirinda-L Limca Mountain Sprite 7 Up Dew 600 S1  Sample size shows the comparison between the market demands of each of Lemon drinks available in the market  Limca in the lemon flavour with the market demand share of 31% is beating all the giants. .  Sprite and 7 up are lacking behind with just the share of 14%.FIGURE 21 Market Demand of Softdrink ( Lemon ) 1000 800 Limca.  Pepsi’s two products Mirinda Lemon and Mountain Dew together with the market demand share of 55% are competing with the Limca. Mirinda-L.

300  Sample size shows the comparison between the market demands of each of Mango drinks available in the market Slice and Mazza is almost head to head with 52% and 48% market demand.FIGURE 22 Market Demand of Softdrink ( Mango ) Slice.5 22.1 .3 30. 290 Slice. 300 300 295 Mazza. SURVEY REPORT CONDUCTED BY INDIVIDUAL AGENCY:- FOR THE MONTH APRIL MAY JUNE MARKS 34. 290 Series 1 290 285 Slice Mazza FIGURE 23 Market Demand of Softdrink ( Mango ) Mazza. Though Slice is having 4% more share than Mazza.

Goriatoli & New Market) was 34. 50. In Patna Region RED was introduced in FEB 2006. company not only has been increasing its Sales & Market Shares but it also has proved as a media for the company to come closer to its Customers & Shoppers. The RED Score declined by 63% in this month as it was fixed by sales management. By this. On the basis of Urge(“ Prefer More Often”) .3%(approx). After RED was introduced in Patna.e. RED is an integration of Sales Management & Marketing Execution Plan. Pirmohani. which was not near to the Standard i. fixed for the month. It put extra pressure on Sales Execution Team to uplift this Score in the month of June. it was the challenge for the Sales Execution Force to regain its prestige but still they didn’t achieve the minimum Standard of 60% but somehow manage the score 31. 22.e. the Company continuously tried to improve its RED Score Card. So. The Standard for the month May was fixed 60 by the Sales Management for this Region. Its RED Score Card shown in April 2008.5% (Approx). in Patna Region (especially Exhibition Road. This case of Coca Cola Company is related to the Patna Region where the company is the leader in the both the Market Shares & the Sales Volume.Coca Cola India has been working on RED (Right Execution Daily) since 2006.1% which was increased from the previous month. But the result was negative for this month i.

106. The data. Here I have taken the Primary data which was collected from the Customers. FSP No.OPERATING GROUP:The Operating Group of Coca-Cola. 109-2 allowed the Company to record the tax expense associated with the repatriation of foreign earnings in 2005 when the previously unremitted foreign earnings were actually repatriated. which was accounted for as a cumulative effect adjustment to the January 1. which are secondary in the hands of one. 109-2. Certain prior year amounts have been reclassified to conform to the current year presentation. The secondary data are those. . Latin America. Here the Secondary data is collected from the company’s R&D department.158. Coca Cola adopted Statement of Financial Accounting Standards (SFAS) No. 8) Coca Cola adopted FASB Interpretation No. "Employers' Accounting for Defined Benefit Pension and Other Postretirement Plans -. European Union. 48. 2007 balance of reinvested earnings. Bottling Investments. 6) In 2006. 46(R). 5) In 2007. DATA COLLECTION AND RELIABILITY OF DATA:- For this research work there is need of both Primary & Secondary data. 88. Coca Cola adopted Financial Accounting Standards Board (FASB) Interpretation No. Eurasia. "Accounting and Disclosure Guidance for the Foreign Earnings Repatriation Provision within the American Jobs Creation Act of 2004" in 2004. which have already been collected by someone else for other amendment of FASB Statements No. 87. 2004. Pacific. North America. and 132(R). may be primary for others." 7) Coca Cola adopted FASB Staff Position (FSP) No. "Accounting for Uncertainty in Income Taxes" and recorded an approximate $65 million increase in accrued income taxes in their consolidated balance sheet for unrecognized tax benefits. The map is segmented into Coca Cola Operating Groups: Africa. "Consolidation of Variable Interest Entities." effective April 2.

• Sampling Plan (1) Sampling unit – Retailers (2) Sampling procedure. Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted ) Ff = Feed Forward (serves the vital function of providing criteria for evaluation) MARKETING STRATEGIES:- 1) Coca-Cola sales club:This club is for the retailers.Simple Random Sampling Procedure. DPS Boards. This material consists of Fridges. The researcher tabulates the data and uses various financial tools to assess the financial soundness of the company. 1lt. • Contact Method Researcher personally contacted the retailers. In this approach retailers are given some points once in a month depending upon how they are using the display material provided by the company to them. Therefore they need some kind of guidance from the company. But few of the retailers found furious and angry because they had lost the points because of miscommunication or lack of guidance. The retailers are participating in these schemes curiously. Stands. Commodity Packs. Display Bottles (500ml. . Depending upon these points retailers are rewarded by certain gifts from the company. Glow Sign Boards. It would be a better idea that our salesman who are distributing the beverages to the retailers can be equipped by the appropriate training so that they can guide the retailers about how to use their display material to 100% of their strength and able to tell about the new schemes convincingly. • Research instrument:- Researcher used questionnaire as his instrument for conducting the survey. 2lt. Posters etc.ANALYZING THE DATA:The next step in the research process is to extract pertinent findings from the data.

commercials and other sinages.V.2) Schemes:Hindustan Beverages India comes out with the schemes on their different products many times in a year. Riya Sen and more are being offered huge amount for carrying out the promotions. Beverages companies are giving these schemes despite of acute shortage of soft drink in every segment to meet the competition. Some of the schemes are as follows: • 1 bottle of 2lt. free with one 1lt bottle pack. • 2 bottles of 500ml free with one 500ml bottle pack.V. commercials and sinages affect the consumer buying behaviour by approximately 70%. Hritik Roshan. Akshay Kumar. These schemes keep on changing depending upon the stock. big names of Indian film industries and sports hero’s are being proposed to become the brand promoters and brand ambassadors. • Posters • DPS boards • Glow Sign boards • Date calendars • Cinema hall tickets • Radio commercial 4) Promotion through restaurants and cinema hall holdings:- . May be only Cococola. • 1 bottle of 1lt. Most of these schemes are made to benefit the retailers. • 6 bottles of Kinley free with one pack of Kinley. Amir Khan. to make sure the availability their brands and sometimes to satisfy and benefit the retailers and the end consumers. is investing huge finances in the T. free with one 2lt bottle pack. 3) Advertising:Through the consumers survey it has been proved that the T.

2. Therefore salesman is the very important part of Coca-cola co. Sometimes because of the rude behavior of the salesman.Coca-cola is tying up with different chains of restaurants and fast food centers to promote the Coca-cola and its other brands like Limca. Shortage of the different products and different packages. marketing strategy. so that they cannot promote any other brand. Fridges 2. Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Basically depends upon its sales man for promoting and launching the new as well as old brands because instead of doing the business through dealer’s network like Pepsi. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co. 6) Strengthen distribution network and promotions through word of mouth through sales man:Unlike the rival brand Pepsi. Coca-Cola/Mazza stands 3.. Sometime they do it unknowingly. Coca-cola believes in making and maintaining relations with retailers directly. these restaurants are authorized to keep and use the merchandising assets of Pepsi. . 3. Some of such items are as follows: 1. Coca-Cola co. Display bottles 4.. These deficiencies are as follows: 1. and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca-Cola’s products and they will chill the Coca-Cola’s products so that its products will always be available to the end consumers. Irregularity of the salesman to the retailers shop. Maaza etc. 5) Merchandising assets:Coca-Cola also try to promote their brands by providing their retailers and dealers some display items. But it is not true in most of the cases. sometimes they do it knowingly and sometimes because of the deficiencies of the company itself. Posters Coca-Cola provide the above things to the retailers to use them in promoting companies brands and products. Sprite.

posters. Under the Activation.000 villages is limited due to the poor road network. either in the hot sun or sitting at home watching their. display bottles etc. the prevalence of duplicates. For this the biggies make huge investments in terms of advertising. This is the area where companies try to get the maximum display in the consumer’s eyes at the retailers shop through refrigerators. improving the distribution network to get better reach to the end consumer. hefty packaging costs and India's seasonal nature are other factors holding back growth. Lime n' lemoni Limca:Soft drinks manufacturers in India face a number of major problems. DPS boards. flavors and prices in an effort to boost their market share. Inconsistent tax policies. sipping the soft drink and watching the newly launched advertisements. such as distribution difficulties.INTRODUCTION OF REPORT:Every year with the start of summers in India the real race to quench the thirst of the consumers begins in the soft drink beverages industry. which researcher has conducted during his summer training during the partial fulfillment of his BBA programme. which the company is providing them. setting up new and more productive and modernized plants. Are they using these materials to their optimum level in promoting the product of the company that has provided them the merchandising material? Are the companies getting the optimum results of the investments they are making in this area? Researcher have tried to find out answers to the above questions in his research work. packages. glow signboards. stands. During New Year the two of the largest soft drink giants in India Pepsi and Coca-Cola start experiments with products. One of the areas where these companies are making huge investments is merchandising. Every year millions participate in it. Access to the 500. the attention is given to ensure the following points at the purchase point: - . But the question arises that whether these retailers are making the proper use of these materials.

 Combo Communication should be present in E&D.  Rack should be pure & should be at least 50% full in Grocery.  Branded Menu Cards with KO (cola) Beverages Menu (at least 5 Menu Cards)/Menu Board (at least 1) with KO beverages listing. ORGANIZATIONAL STRUCTURE:Coca Cola in India . or Road Standee. Flange. Prices of HCCBPL products communicated in a clear & visible manner. at least 1 should be pure & should be at least 50% charged in Convenience Stores. at least 1.  Ariel Mobile Hanger with at least 4 mobiles displayed at stores front in Convenience Stores. should be in a proper condition.  Table Top display unit/Hanging Rack.  DPS/Flex Board/Glow Sign Board.  Self Display Rack in which minimum 8 facings of any PET displayed & visible in Grocery.  OBM/Drinking Shot Communication present at each store.


 Pepsi and coke both have good brand image.  Coke Company has a good market reputation and a strong distribution network. a worldwide network of bottlers & distributors of company products. Have owned bottling plant. WEAKNESS:- Sales of Coca Cola ready-to-drink nonalcoholic beverages are somewhat seasonal. The volume of sales in the beverages business may be affected by weather conditions. & a talented group of dedicated associates.  Coke has less no. . sophisticated marketing capabilities.  Coke is presently no.  It has not planned for setting up of any new plants where their competitor has planned to set up several new plants. of retailers  Less force . with the second & third calendar quarters accounting for highest sales volumes. 1 player in Indian Carbonated soft drinks market.  Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.6. SWOT ANALYSIS STRENGTHS:- Coca Cola competitive strengths include leading brands with a high level of consumer acceptance.  Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that pioneering has less no.

 It can take the market very well with the new investment of Rs.  A rapidly growing market. THREATS:Coca Cola Company competes in the nonalcoholic beverages segment of the commercial beverages industry. By 2010 is projected to eclipse $650 billion in total revenue.OPPORTUNITY:Over the next several years Soft Drinks Industry’s growth is expected to out pace the growth of the world economy. Based on internally available data & a variety of industry sources. 2400 corers. There is tremendous opportunity to grow our sparkling beverages in both developed & emerging markets. LIMITATION:- .  There is no proper policy of distributing the merchandising assets of the company to the retailers. consisting of numerous firms. The nonalcoholic beverages segment of the commercial beverages industry is highly competitive. worldwide sales of Company products accounted for approximately 10% of total worldwide sales of nonalcoholic beverages products. which is expanding @ 205 every year.  It has a continuous threat from Pepsi as well as various other local soft drinks.  A large amount of expenses on the advertisement.  It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a sizeable amount.  Increasing trend of cold drink of different brands. Coca Cola believe that in 2007.  Coke has a major market than Pepsi between the teenager as well as the student due to advertisement of world cup cricket.

.  The sample taken for study was not of equal distribution so a comparative study cannot be made. the sample taken for present study seems small and hence further investigation may be required.Despite the possible efforts in conducting the research. which limited the scope of the project.  Time available for research was very short so certain aspects have been overlooked. which hampered the actual calculation.  Considering the population. leading to a different answer.  Respondents may sometimes misinterpret the questions.  Some of the retailers were non-cooperative in giving information.  Retailers were hesitant to provide the complete information due to fear of misuse of information. there were some unavoidable situations.


which just want to increase their assets. Other kinds of retailers are those who are more bothered about working hard and build their reputation in the market. • There is a requirement of the company professionals to visit these retailers continuously. Due to this retailers loose their confidence in the company. And sometimes if they are unable to do so it’s because of the irregularity of the salesman (when the salesman on the route gets changed) or because of the shortage of the different products/packing. Despite of this. salesman and other company professionals who visit these retailers must not do the false promises. And if at any moment they found company has lost or lowered their interest in them they will again shift to other major player. . which invest in them hugely. CONCLUSION After conducting the research. These types of retailers are using the merchandising assets to their optimum level. Researcher found that there are two categories of retailers. for them the sale doesn’t matter according to them they can only increase the sale if the company will invest in them or in their shops. So. And market is the foremost thing that customer wants. • Suggest changes accordingly. that they can understand the market. The first one is of those retailers.7. • But all these services can be delivered when a company retain its customers and biggest loophole in retaining customer for Market. These types of retailers will only work for the company. • There is also the need of the transparent schemes and marketing mix that the retailers can understand more properly.

After RED was introduced in Patna. • Majority of the people know the beverages of Coca Cola thru advertisements. • Also it is good to observe that most of the people are aware of the promotional schemes offered by the Company. .• This case of Coca Cola Company is related to the Patna Region where the company is the leader in the both the Market Shares & the Sales Volume. • All the products in the Visicooler are kept in a systematic way(CLOJ). • Out of the whole lot of the Coca Cola products most of the people prefer to take Maaza in Large quantities. • Almost all the respondents take the beverages on the basis of personal judgment. • It is heartening to notice that the availability of the Coca Cola Product is excellent. • It has been observed that most of the people visualize the activation boards properly in front of the Outlets. • The Coca Cola products are always found in its optimum condition in which it is expected to be. • It has come to my notice that most of the customers are unsatisfied with the price of the beverages. the Company continuously tried to improve its RED Score Card. • Most of the respondents prefer to take the beverage on the basis of taste.


There should be different labour for shipping or de-shipping the delivery vans. These retailers must get the proper information and guidance about the company policies on the merchandising assets. Salesman is working for 15 to 16 hours regularly during the peak season at very low reimbursement. 2. 5. Since the market capacity is huge salesman needs time at every retailer to satisfy him and tell him about the different products. it’s quite difficult for him to visit every shop on his route everyday. This should be prohibited because every sales man needs time to get adjusted to a particular route and even to know all the shops on the route. 4. So that there must be no frustration generated. packaging. . which may sometimes kill his interest. RECOMMENDATIONS & SUGGESTIONS 1. CocaCola is not only loosing the present market share but also providing way to the rivals. 6. For this either plant size can be expanded or some more production equipments can be installed. Therefore. Because there is an acute shortage of Coca-Cola 2Lts party pack and tin pack because of the shortage. schemes etc. 3. there is necessity to divide his route into two parts and increase the total number of routes.8. Company should do something to meet its demand in the market. Company professions must not make the false promises about the merchandising assets with the retailers. Though the GSB’s and DPS Boards are being used by the retailers satisfyingly but still there is need of the guidance for the retailers. Delivery van should be ready when he comes into the depot in the morning. Therefore there is a need of fixing up his working hours. Sometimes salesman for different routes keeps on changing very frequently (in a very short period).

So we should concentrate more in completing the market . which the company launches time by time during the whole year. must be made clear to all the retailers. For this salesman can be provided with some kind of guidance/ training. 8. 9. 15. So that every retailer if needed/ required can verify himself about the daily schemes. Above figures shows the market demand comparison between the different products of all the flavors available in the market. Above figures shows the market demand comparison between the different packs available in the market. Company professionals should visit the field more regularly and they must try to visit every retailer at least once in a month. 11. As maximum number of retailers are selling around 3 to 5 crates daily. Broachers can be distributed to all the retailers for the schemes that are being launched once in a year. Retailer benefit schemes. which need to be worked on. 13. A proper trust and relationship building process is required with the retailers. Customers can be informed about the schemes through the broachers. and 200ml. pickings. And while formatting the different schemes this should be kept in mind. And for the daily schemes which get change on daily bases and which depends on the stock availability providing details about the day's schemes/ after a paper/ pamphlet on different products can be sticked to the delivery van signed by the ASM or anybody authorized. 14. 16. Schemes should be transparent and made clear to the retailers. 12. So we should concentrate more in completing the market demand of these products. Our schemes should be revolving around this percentage only.7. Which show that we can gain market share through Coca-Cola’s Limca and Sprite. Which show that we can gain market share through concentrating more on 2Lt. so that they can clear the queries of the customers about the different schemes/ proposals 10.

Most of the respondents wants to increase the flavours of the Coca Cola Ionized beverages as they have been consuming the same flavor over a period of time. . 20.demand of these packing 17. 19. Promotion and promotional schemes need to be propagated in the rural areas so as to tap the unsaid and unclaimed potential of the rural life and habitat. Whose demand is going down require proper attention and strategy. I would advise the Company to reduce the price affixed to each and very of beverages so that all the classes and categories of the people can have the pleasure of drinking the Coca Cola product. Well. Other products and packing like Sprite and 300 ml. 18.




cocacolacompany. Research Methodology. www. • Ramaswamy. MAGAZINES:Time Education Magazine Business Today .com www.financialexpress. Websites Referred:http://www. Wishwa Prakashan New Delhi.cocacolaindia. Marketing http://www.14-26. C.R.. Ltd. Ltd.businessworld.. 2004 • 2).com www. 2003. Pearson education Pvt. Philip. “Marketing Management”.Name of the books used for the reference and their authors. • 1).