Professional Documents
Culture Documents
AT
TO STUDY THE MARKET SHARE OF COKE PRODUCTS AND RIGHT
EXECUTION DAILY
ACKNOWLEDGEMENT
At the very outset, I thank the Lord for giving me the courage and strength to complete the
summer training project of the MBA.
It is of immense pleasure and privilege for me to take this opportunity to render my deep
sense of gratitude and appreciation to the esteemed. MBA HOD. Mrs. Sandhya
Shrivastava AASHLAR BUSINESS SCHOOL FARAH, MATHURA, who has been the
source of inspiration for taking up this project and for its successful completion.
I am thankful to all Internet lab and library assistants who always helped me and gave me
the chance to work at the Internet lab for collecting my secondary data.
I would like to acknowledge my deep sense of gratitude to Mr. Amit Goyal
(Sales Execution Manager) for this valuable guidance and motivation at all stages of my
study.
I am specially thankful to Mr.G.D Sahu (Area sales manager) & Mr.Abhishek Agarwal
(sales executive) for the guidance, suggestion and support extended to me.
I am also thankful to all the employees of Sales & Marketing Pvt. Ltd., Agra for enhancing
my mettle to get successfully completed my work. Who gave us a brief knowledge about
their product and company which helps a lot for the completion of our project and also to
all my colleagues and junior friends who provided their well wishes and required
inspiration. I would also like to express my hearty gratitude to all my faculty members who
helped me to complete my project.
Last but not the least; I am very grateful to my parents and family who gave me their
constant encouragement during my project.
NISHA GIDWANI
DECLARATION
I hereby declare that the project work entitled TO study the market share of coke
products in sanjay place agra is an original and bonafide work done by me. This project is
being carried out as compulsory six-eaght weeks summer training, a part of MBA
curriculum from, Sales & Marketing Pvt. Ltd., Agra
The content of this report is based on the information collected by me during my tenure
from different primary and secondary data used.
This training is being done to get exposure of industry. This project is used only for
educational purpose and it will never published in any magazine, newspaper, or any
research paper.
NISHA GIDWANI
PREFACE
I feel highly gratified in placing this work. In the preparation of this study the constant
Endeavour has been given to present the complete study in systematic, analytical and
crispy way. This impression combines the various aspects of Coca-Cola regarding the
Consumer perception towards Coca-Cola concern with it in addition to this the study
also gives other relevant information related with Coca-Cola. It provides the record of the
promotional activities & its critical analysis. More emphasis has been given on making
clear the modus operandi of the marketing intermediaries of Coca-cola.
A company can achieve its mission; the only thing required for this is it should be avoid
doing so. Nothing is beyond the ambit of any person.
It is hoped that the study would be found useful in making the people acquainted with the
problems faced by the intermediaries of coca-cola particularly at global market level.
Atul Singh
President & CEO , Coca-Cola India
Atul Singh took over as the President & CEO, Coca-Cola India from 1st September2005.
Prior to this assignment, Atul Singh was the President of East, Central & South (ECS)
China Division in January 2005. Given the strategic importance of China, a Division
within the greater China Division was created. ECS China Division consists of Shanghai,
the Swire Territories of China, Hong Kong and Taiwan. Additionally, Atul was also
responsible for the global and strategic Key Customer Relationships for Greater China and
was a member of the Customer Leadership Council.
Prior to his appointment as the President of East, Central and South China Division, Atul
served as Deputy Division President and headed the Operations group of China Division.
Under Atul's leadership, mainland China operations was among the fastest growing CocaCola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola
system in 1998 as Vice President, Operations of Coca-Cola India Division. He led the
Franchise Operations and Key Accounts group of the India Division from 1998 to 2001.
Atul then joined the China Division in July of 2001 as Region Manager of East China,
China Division. Under his leadership, East China Region exceeded volume and profit
targets by growing at double the rate of other regions.
Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years
and held several roles including Country General Manager, Nigeria (1995-1998), CFO
5
then General Manager, Romania (1992-1995) and Finance Manager, USA Body Care
(1990-1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New
York.
Atul, holds a MBA degree from Texas Christian University.
TABLE OF CONTENTS
P.NO
1. INTRODUCTION
COMPANY PROFILE
MISSION & VISION
PRODUCT PROFILE
2. OBJECTIVE
44
3.RESEARCH METHODOLOGY
46
MARKETING RESEARCH
RESEARCH DESIGN
DATA COLLECTION METHOD
4. SAMPLING
52
5. ANALYSIS
69
6. FINDINGS
85
8. SWOT ANALYSIS
88
7. CONCLUSION
94
8. SUGGESTIONS
97
7
9. BIBLIOGRAPHY
99
10. APPENDIX
101
INTRODUCTION:
1886
PHONE :
404-676-2568
FAX:
404-676-8804
COMPANY PROFILE:
WORLDS LARGEST BEVERAGE COMPANY
The Coca-Cola Company engages in the manufacturing, distribution, and marketing of
nonalcoholic beverage concentrates and syrups worldwide. The company offers
nonalcoholic beverages, principally carbonated soft drinks, as well as noncarbonated
beverages. Its beverage products comprise bottled and canned soft drinks and beverages
products. The companys products also include beverage concentrates, such as flavoring
ingredients and sweeteners; syrups, the beverage ingredients produced by combining
concentrates, sweeteners, and added water; and fountain syrups that use equipment for
mixing the syrups with carbonated or noncarbonated water for immediate consumption,
and are sold to fountain retailers, such as restaurants. Through the world's largest beverage
distribution system, consumers in more than 200 countries drink the company's beverages
at a rate exceeding 1.3 billion servings each day.
It sells its beverage concentrates and syrups to bottling and canning operators, distributors,
fountain wholesalers, and fountain retailers. The Coca-Cola Company was founded in
1886 and is headquartered in Atlanta, Georgia.
10
HISTORY OF COCA-COLA
http://www.solarnavigator.net/the_desi
gner.htm
John Pemberton
11
Though Pemberton died just two years later - five months, in fact, after his
March 24, 1888, filing for incorporation of the first Coca-Cola Co. - the
trademark he and his partners created more than one hundred years ago can
claim wider recognition today than that of any other brand in the world
And the Coca-Cola beverage, whose unit sales totaled a mere 3,200
servings in 1886 ("nine drinks per day" based on the twenty-five gallons of
syrup sold to drugstores by Pemberton Chemical Co.), is today called the
world's most popular soft drink - accounting for billions of servings at
restaurants in 195 countries.
Such is the commercial legacy of a onetime Confederate lieutenant colonel
who earned his medical degree at the age of nineteen, who served on the
first Georgia pharmacy licensing board, who set up a top-rated laboratory
for chemical analysis and manufacturing, and who, in his dozen-and-a-half
years in Atlanta, established eighteen business ventures - including one, the
Coca-Cola Co., which now can boast 1995 sales in excess of $15 billion.
Notwithstanding Pemberton's numerous professional and entrepreneurial
accomplishments, however, Coca-Cola historians characterize him as "a
local pharmacist" who concocted the world's most craved soft-drink syrup
in a three-legged brass pot in his backyard.
"Coca-Cola was not the creation of an inept, small-time corner druggist,"
said archivist Monroe Martin King, who has spent twenty-one years
researching the life of John Pemberton - from his childhood in Rome, Ga.,
to his college days in Macon to his enterprising years in Atlanta. "He's
occasionally portrayed as a wandering medicine man," King added. "But
Dr. Pemberton worked in a fully outfitted laboratory and claimed to
manufacture every chemical and pharmaceutical preparation used in the
arts and sciences."
Although Pemberton may have envisioned a future for his soft-drink
creation--enticing six Atlanta businessmen to invest in the start-up CocaCola enterprise--for reasons that remain a mystery he soon began selling
his interest in the formula.
"Dr. Pemberton . . . must have believed that it had little value and no
potential assurance of substantial success," said Charles Candler in a 1953
biographical sketch about his father, titled "Asa Griggs Candler, Coca-Cola
and Emory College."
12
By 1928 bottled sales had eclipsed fountain sales, thanks to the pioneering
introduction of a carton now popularly called the six-pack. The following
year the company introduced metal open-top coolers. Then in 1933 at the
Chicago World Fair automatic fountain dispensers made their debut.
Having expanded the brand into fourty-four countries by the outbreak of
World War II, Woodruff, within fifteen years of the war's end, had
managed to double that number. "Now the saying is you have to be
global," said Goizueta, Coca-Cola's current chairman and chief executive.
"We were global when global wasn't cool."
Two decades later, when Coca-Cola's board elected Goizueta to the post of
chairman and chief executive, the company was embarked on a financial
mission--to become one of the best-performing corporations in America.
Average annual fountain-sales growth under Goizueta has continued to
surge. And despite consumer uproar over the company's attempted CocaCola reformulation in 1985, the introduction of Diet Coke in 1982 was
hailed as the most successful product launch of the past decade.
Yet none of the company's strides in marketing, international expansion,
product innovation or profit growth could have happened had it not been
for Coca-Cola's inventor, John Pemberton. Atlanta druggists--Asa Candler
among them--closed their stores on the day of Pemberton's funeral "and
attended the services in mass as a tribute of respect," according to
newspaper records from that era. "On that day," declared archivist Monroe
King, "not one drop of Coca-Cola was dispensed in the entire city."
14
Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in
the drug store, the soda fountain counter served as a meeting place for
people of all ages. Often combined with lunch counters, the soda fountain
declined in popularity as commercial ice cream, bottled soft drinks, and
fast food restaurants came to the fore.
On April 23, 1985, the trade secret "New Coke" formula was released.
Today, products of the Coca Cola Company are consumed at the rate of
more than one billion drinks per day.
A trade secret is any information that allows you to make money because
it is not generally known. A trade secret could be a formula, computer
program, process, method, device, technique, pricing information,
customer lists or other non-public information. If the economic value of a
piece of information relies on it being kept private, it could be a trade
secret.
One of the most famous examples of a trade secret is the formula for
Coca-Cola. The formula, also referred to by the code name "Merchandise
7X," is known to only a few people within the company and kept in the
vault of a bank in Atlanta, Georgia. The individuals who know the secret
formula have signed non-disclosure agreements, and it is rumored that they
are not allowed to travel together. In the past, you could not buy Coca-Cola
in India because Indian law required that trade-secret information be
disclosed. In 1991, India changed its laws regarding trademarks, and CocaCola can now be sold in that country.
Trade secrets are very different from patents, copyrights and trademarks.
While patents and copyrights require to disclose information in the
application process (information that eventually becomes public), trade
secrets require to actively keep the information secret. Trade-secret
protection can potentially last longer than that of patents (20 years) and
copyrights (100 years). Some of the ways to protect a trade secret are as
follows:
Restrict access to the information (lock it away in a secure place,
such as a bank vault).
15
The people who know the trade secret agree in writing not to
disclose the information (sign non-disclosure agreements).
16
In India, the Companys thrust has always been on reaching the core of the consumers
heart through advertising excellence. In fact, Coca-Cola has produced some of the most
memorable campaigns of the times. Consequently, in early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab
Coca-Cola all-media campaign.
packages and markets products, then distributes them to more than 14 million retail
outletsworldwide.
The Coca-Cola Company is committed to assisting its bottlers with the functions of an
efficient bottling operation and initiating quality systems to ensure the highest quality
products for our consumers.
20
COCA-COLA IN INDIA
Coca-Cola controlled the Indian market until 1977, when the Janata
Party beat the
Congress Party of then Prime Minister Indira Gandhi. To punish CocaColas principal bottler, a Congress Party stalwart and longtime Gandhi Dr. John Stith
supporter, the Janata government demanded that Coca-Cola transfer its Pemberton
for
syrup formula to an Indian subsidiary. Coca-Cola balked and withdrew the first time
from the country.
produced
the
syrup for CocaCoca-Cola, the corporate nourishing the global community with the
Cola on May 8,
worlds largest selling soft drink concentrates since 1886, returned to
1886
India in 1993 after a gap of 16 years giving a new thumbs up to the
Indian Soft Drink Market.
In the same year, the Company took over ownership of the nation's top soft-drink brands
and bottling network. Today Coca-Cola brands have assumed an iconic status in the minds
of the Indian consumers.
INDIAN OPERATIONS
The Coca-Cola Company received approval from the government in July 1996 to set up a
holding company to invest US$700 million in downstream operating subsidiaries to engage
in the preparation, packaging, sale and distribution of beverages
The vast Indian operations comprise 25 wholly owned company-owned bottling
operations and another 24 franchisee-owned bottling operations. That apart, a network of
21 contract-packers also manufactures a range of products for the company.
TRANSPORTATION NETWORK
On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the
narrow alleyways of Indian cities constantly keep our brands available in every nook and
corner of even the countrys remotest areas.
QUALITY ASSURANCE
Ever Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, wastewater
treatment plants, distribution systems and marketing channels and also adheres to national
laws
on
food
processing
and
labeling
Coca-Cola India is among the countrys top international investors, having invested more
than US$ 1 billion in India within a decade of its presence. Strict quality control measures
are followed to ensure quality of highest order in every task it performs.
23
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.
Planet: Being a responsible global citizen that makes a difference
25
B) MISSION
TheCoca-Cola Foundation
Atlanta, Georgia
The mission of The Coca-Cola Foundation is to improve the quality of life in the
community and enhance individual opportunity through education. We support educational
programs primarily within three main areas: higher education, classroom teaching and
learning, and international education. Our programs support scholarships for aspiring
students; encourage and motivate young people to stay in school; and foster cultural
understanding. Over the last ten years, our Foundation has contributed more than $124
million in support of education.
VALUES
Coca-Cola is guided by shared values that will continue to live by as a company and as
individuals.
Leadership: "The courage to shape a better future"
Passion:
Integrity:
"Be real"
Quality:
GROWTH MANIFESTO
The glass bottles returned from the market are thoroughly cleaned and
sanitized with specially formulated cleaning agents at high temperature that use
sophisticated state-of-the-art Bottle Washers or Bottle Rinsers (in case of PET). These
bottles are then transported to the filler using a fully automated conveyor system after a
thorough visual inspection. The beverage is then filled into glass containers or virgin food
grade PET bottles using a high-speed automated filling machine. The entire filling
operation is fully automated and untouched by human hands.
The bottles are finally capped/crowned, date coded and packed into crates/cartons to
make them available to our consumers. The complete manufacturing process has a well
defined and structured Quality Control and Assurance Programme.All the manufacturing
facilities employ qualified experienced and trained professionals for manufacturing and
testing of Coke products.
FUNCTION OF THE PLANT
28
Sweetener
Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved
sugar lots and along with the certificate of analysis are sent across to all the bottling unit
for procurement.
Secret Formula
Created in special concentrate plants, it's delivered, held and used under strict controls to
maintain its integrity and security. Each unit of concentrate is especially identifiable to
allow the "history" of each component to be researched at any stage of production, storage
or use.
CO2 Formula
when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery
and storage. But what is it? In essence, it's a colorless and odorless gas that provides the
"fizz" for our beverages. But it's also a by-product of our breathing and used by plants and
trees to produce oxygen.
Water
since water is a key component to all our beverages, its quality is critical. And, since public
water quality varies around the world, each plant further treats the water it uses. This
means that before water is added to any of our beverages; it's rigorously filtered and
cleansed. We then continuously sample the water to ensure it meet our standards.
Materials
Ingredients are not the only things delivered to the plant. Other materials such as bottles,
cans, labels and packaging are also delivered. Our plants in India use refillable bottles,
29
CANS, PET etc. in the Production Process, when bottles and cans are delivered to the
plant; they are carefully inspected to ensure that they meet our exacting standards. Once
these have passed initial inspection, they move on to be washed and/or rinsed.
WASHING AND RINSING
To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this
sounds simple, the actual steps can differ by bottling plant. In India, our plants use
refillable glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles
are first hit with prerinse jets which remove any dirt or debris. They are then soaked in a
high-temperature deep cleaning solution that removes any remaining dirt and sanitizes
them. The bottles then move to the "hydrowash" where they are washed again with a deep
cleaning pressure-spray.
MIXING AND BLENDING
H2OandSugar
Mixing and blending begin with the steps of mixing pure water with refined sugar, which
creates simple syrup. The syrup is then measured for the correct amount of sugar.
SecretFormula
Our secret formula is... still secret! That's right; the secret formula remains a mystery to the
millions of people in nearly 200 countries that enjoys our refreshing beverages everyday.
Even though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with
Coca-Cola.
30
H20andSyrup
With the syrup nearing its final state, we mix it with pure water, creating the finished
uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is
done by the beverage proportioning equipment. It accurately measures the correct ratio for
each
and
sends
this
mixture
to
the
carbonator.
CO2Adding
Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages. Carbon
dioxide not only gives our beverages their effervescent zest, but it also adds to the
distinctive and familiar taste everyone has come to expect from our beverage
FILLING
Once all the ingredients have been mixed and blended and the bottles have been cleaned
and sanitized, we're ready to start filling. This is a surprisingly complex process requiring
precision at each step. To begin with, bottles must be carefully timed as they move to the
filler - synchronization is key. Once at the filler, bottles are either held securely in place by
flexible grippers or precisely placed under filling valves by centering devices. Before the
bottles can be filled, the inside of the bottles must be pressurized. This allows for the force
of gravity itself to draw the beverage into the bottle - a process that ensures the smooth
flow of liquid, with little to no foaming.
CAPPING
Once filled, bottles are then capped. We use different caps for different bottles - glass
bottles are usually topped with a metal crown while "PET BOTTLES" are topped with a
plastic screw-top. Each cap type then moves through different parts of the machine, which
ensures each cap stays scratch free and is in the right position to be precisely placed on the
31
bottle. As quality and freshness are key, we use a "no closure" detector during the capping
process and a "go-no-go gauge" or "torque meter" after the bottles has been capped. The
"no-closure" detector checks if a screw top or crowns has been placed on bottle. The
process actually stops if the detector doesn't find a closure. The "go-no-go gauge" checks
for the proper crown crimp and the "torque meter" checks to make sure the screw-top is
good and tight. If the bottle cap isn't just right, the beverages can become flat or be affected
in other ways. If this happens, the bottle is discarded.
LABELING
Once the bottles have been filled and capped, they move on to be labeled. A special
machine dispenses labels from large rollers, cuts them and place on the bottles. For special
labels such as commemorative bottles for football championships, the labels are sent to the
bottling plants for approval, and then used for packaging. Depending on the occasion,
some of these special bottles will go only to the specific locations. For example, a national
football championship bottle will be sent only to the home town or state of the
championship team.
CODING
The bottle is now ready to be coded. Each one of our beverages is marked with a special
code that identifies specific information about it. The codes simply identify the date the
beverages was bottled or canned. These codes identify the date, time, batch no. and the
32
MRP. Product coding allows us to ensure that u receive our beverages at their flavorful
best.
INSPECTION
PACKAGING
Once
our
filled
beverages
have
passed
final
inspection,
th
We inspect bottles at many points during the process. With refillable bottles, it happens
they are first brought into the plant. They are also inspected after they are washed and
again after they are filled. Inspectors look for external bottle imperfections and make sure
each bottle has the right amount of beverages. Even after filling, each plant samples bottles
for analysis in its lab to ensure quality is up to standards.
ey are ready to be packaged for delivery. Generally, packing can refer to everything from
the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and
containers,
to
plastic
rings.
Because the needs and tastes of our consumers are so diverse, the packaging varies
depending on where the beverages are being sent.
33
34
PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1500 ml
500 ml + 100 ml
35
Price
7,9,20,40,48
PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1000 ml
500 ml + 100 ml
36
Price
7,9,20,40,48
PET
Can
500 ml, 1.5 L,
2
L,
2.25
L,330 ml
500 ml + 100 ml
37
Price
7,9,20,40,48
PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1000 ml
500 ml + 100 ml
38
Price
7,9,20,40,48
BrandName:Sprite
DrinkType:SoftDrink
Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more
than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft
drinks, leading the Clear lime category. Millions of people enjoy Sprite because of its crisp, clean taste
that really quenches ones thirst. But Sprite also has an honest, straightforward attitude that sets it apart
from other soft drinks. Sprite encourages you to be true to who you are and to obey your thirst.
PET
Can
500 ml, 1.5 L,
2
L,
2.25
L,330 ml
500 ml + 100 ml
39
Price
7,9,20,40,48
Tetrapak
ml,125
200 ml
ml,
PET
Price
1250 ml
7,9,18,22,42
40
41
Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A
ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of
life, a celebration of life itself.
The importance of water can never be understated. Particularly in a nation such as India where water
governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the
sub-continent.
Kinley water understands the importance and
value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to be.
Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of
safety from the Coca-Cola Company. That is why
we introduced Kinley with reverse-osmosis along
with the latest technology to ensure the purity of
our product.
42
200ML
250ML
300ML
500ML
1.5 LIT
2.0LIT
TETRA
1.
Coca Cola
2.
Thums Up
3.
Vanilla Coke
4.
Diet Coke
5.
Limca
5.
Fanta
6.
Sprite
7.
Maaza
8.
Kinley Club
soda
9.
Kinley
10.
Sunfill
11.
Georgia gold
43
44
RESEARCH OBJECTIVE
The main objective of this project work was to study the market share of Coke Products
in the soft drinks market in Meerut Road, Murad Nagar and Modi Nagar .The main
purpose of this project work was to determine:
Find the total market share of Coke product in these areas in comparision of others.
To measure the satisfaction level of the retailers and dealers in respect of services,
advertisement and promotional activities.
To measure
the
availability
of
Coke
products.
Proper
visibility,
Fridge Purity, display of Coke products in the different Coke outlets.
The main purpose was to study the Market Share of Coke Product in Meerut Road,
Murad Nagar and Modi Nagar.
46
RESEARCH METHODOLOGY
A) MARKETING RESEARCH
Research methodology may be treated as the heart of the project, without a proper wellorganized research plan it is impossible to complete the project and draw conclusions and
proper result. This project was based on survey plan. The main objective of survey is to
collect appropriate data, which works as a base for drawing conclusion and getting results.
Marketing research is a systematic collection, analysis,
interpretation and reporting of marketing data to enable the marketing manager to solve the
marketing problems and opportunities. It is an objective study of problems undertaking
goods and services. It may be emphasized that it is not restricted to any particular area of
service but its applicable to all its phases and aspects. At this stage it may be worthwhile to
examine some definitions of Marketing Research.
The American Marketing association defined it as:
The systematic gathering, recording and analyzing of data about Problems relating
to the marketing of goods and services.
Systematic and objective search for analysis of information relevant to the
identification and solution of any problem in the field of marketing of goods and
services.
Therefore research methodology is the way to systematically solve the
research
problem. Research methodology not only talks of the methods but also logic behind
the methods used in the context of a research study and it explains why a particular
method has been used in the preference of the other methods
47
B) RESEARCH DESIGN
Research design is of key importance primarily because of the increased complexity in the
market as well as marketing approaches available to the researchers. In fact it is the key to
the evolution of successful marketing strategies and programmers. It is an important tool to
study buyer behavior changes in consumer life styles, consumption patterns, brand loyalty
and also focus market changes. A research design specifies the methods and procedures for
conducting a particular study.
According to Kerlinger, Research Design is the plan, conceptual structure and
strategy of investigation conceived as to obtain answers to research questions and to
control variance.
The types of research are:
I. Exploratory Research
II. Descriptive Research
III. Conclusive Research
The type of research adopted for the study is descriptive. Descriptive studies are
undertaken in many circumstances when the researcher is interested to know the
characteristics of certain group such as age, sex, educational level, occupation or income,
purchase frequency.
A descriptive study is necessary in cases when a researcher is interested in knowing
the proportion of people in a given population who have behaved in particular manner,
48
Route Riding is basically accompanying Coke Vans along with the route agents and
understanding the way they conduct merchandising activities right from the charged vans
leave the depot to the entry of empty vans back to the depot. The Route Riding is a crucial
phase because the actual dealing with the retailers and their dealing with the customers can
be very efficiently understood through this process which is important at all levels of
decision making in the industry.
The information so collected was required to be submitted and reported to the concerned
Sales Executive (SE) along with other information in order of their seriousness
AREAS INCLUDED FOR COLLECTING THE INFORMATION
MEERUT ROAD
MURAD NAGAR
MODI NAGAR
I. Sampling Plan
II. Research Instrument
SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data, which have
already been collected and analysed by someone else Secondary data may either be
published data or unpublished data. Usually published data are available in reports and
publications of various associations connected with business and industry. The sources of
unpublished data are many; they may be found in diaries, letters, unpublished biographies
and autobiographies and also may be available with scholars and research workers, trade
associations,
The companys website, Journals, Business Newspapers, Magazines, Coke Supervisors and
other published reports are the important sources of secondary data.
HYPOTHESIS:
Hypothesis is usually considered as the principal instrument in research. Its main function
is to suggest the new experiments and observations. In fact many observations are carried
out as the deliberate object of testing hypothesis. Decision-makers are generally interested
in testing hypothesis on the basis of available information and then take decision on the
basis of such testing.
As far as my project is concerned the hypothesis or the principal instrument was the
collection of data through different interview of Coke retailers, besides observation and
also by referring certain books. By collecting the required information and the data from
various sources regarding the topic by taking a specific sector, the assessments and the
observations are done and then reached to a final conclusions and findings. It also
51
indicates the type of data required and the methods to be used for data
analysis.
In my project I have taken two hypotheses to be proved incorrect. They are as following:
52
53
54
SAMPLING PLAN
In sampling plan the following factors are considered
A) SAMPLING UNIT
The potential Coke Outlets, Provisional Stores, Restaurants, Grocery Stores, Eating and
Drinking Corners, Dhaba, Kiosks, stationary shops in Meerut Road, Modi Nagar and
Murad Nagar have been taken as sampling unit to concentrate and do an in depth study on
the concerned project title. The universe studied involves retailers in these areas.
B) SAMPLE SIZE
Sample size of the study is 150 Coke Outlets in Meerut Road, Murad Nagar and Modi
Nagar besides various small shops like those of Paan and Juice corners and PCOs.
C) SAMPLING PROCEDURE
In my project point of view I have taken mainly the method of
1) Survey of Outlet with the help of list which is provided by depot.
2) Personal interview by Questionnaire Technique
1) In the survey method first I made a Performa with the help of depot in charge Mr.
Deepak Malhotra, and on the basis of that I reached every outlet and feel that Performa
whatever, I seen their.
55
This is the most popular tool for the data collection. A questionnaire contains question that
the researcher wishes to ask his respondents which is always guided by the objective of the
survey. It also contains a suitable space where the answers can be recorded.
Questionnaire has been prepared in such a manner that the desired and
accurate information about the visibilility and acceptibility of the Coke
products is obtained.
A questionnaire is a method of obtaining specific information about a defined
problem so that the data, after analysis and interpretation, results in a better appreciation of
the problem. A questionnaire form, which has to be completed by an interviewer, is often
referred as schedule.
Probably the greatest advantage of the questionnaire method is its versatility. Almost
every problem of marketing research can be approached from the questionnaire
standpoint.
56
Questioning is usually faster and cheaper than observing. Interviewers have more
control over their data-gathering activities than do observers.
It is an impersonal technique and does not call for any special skills or training on
the part of the field investigators.
57
CHANNEL OF DISTRIBUTION
THE DISTRIBUTION CHANNEL IN ALL OVER THE COUNTRY
IS DONE THROUGH THE CHANNEL SHOWN BELOW
COKE BOTTLING Co
WAREHOUSE
FOBODEALERS
RETAILERS
RETAILERS
CONVENTIONAL
OUTLET
NONCONVENTIONAL
CONSUMER
58
OUTLET
MARKETING STRATEGIES
It is more important to do what is strategically right than what
is immediately profitable. Kotler
Marketing Strategy serves as the foundation of a marketing plan. A marketing plan
contains a list of specific actions required to successfully implement a specific marketing
strategy.Without a sound marketing strategy, a marketing plan has no foundation.
Marketing strategies serve as the fundamental underpinning of marketing plans
designed to reach marketing objectives. It is important that these objectives have
measurable results.
A good marketing strategy should integrate an organization's marketing goals, policies, and
action sequences (tactics) into a cohesive whole.
The objective of a marketing strategy is to provide a foundation from which a tactical plan
is developed. This allows the organization to carry out its mission effectively and
efficiently and also in achieving its goals and objectives within the desired time period.
Marketing Strategy helps to achieve profits as a consequency of creating superior customer
value.A smart company makes money by satisfying customer needs better than its
competitors.
Cola Cola one of todays leading soft drink companies, has not only revolutionized the soft
drink industry with its creative marketing techniques and unforgettable taste, but for years
has dominated CSD industry as well. Cola Cola believes that commercial success depends
upon offering quality and value to consumers and customers; providing products that are
safe, wholesome, economically efficient, and environmentally sound while adhering to the
highest standards of integrity.
A marketing strategy is the logic behind achieving objectives for a brand.
59
While each of the 4Ps individually has significant power to influence consumer demand - it
is only by creating an effective 'mix' that great marketing campaigns can be created. In this
regard, it was the innovative choice of Marketing Mix made by Coca-Cola that helped
determine
the
success
of
their
product
launch.
PRODUCT
A product is any physical objector service, which is offered to the consumer to satisfy his/her
needs and want. Products that are marketed include Physicals goods, services, experiences,
events, Persons, Places, properties, organization, information, and Ideas. Coca-cola is
offering various type of products, soft drinks to its consumers to satisfy their need and want.
The Coke products consist of a totality of its attributes - everything from the taste of the
drink, through to the shape and size of the bottle. Proper size, weight, quality, packaging
and branding of the products are maintained.
PRICE
60
'Price' is what consumers pay to acquire a product. It is the most important element of the
marketing mix as it produces revenue. It communicates to the market the companys
intended value positioning of its brand. Pricing is completely cost-oriented i.e. the total
production cost incurred.
Coca-Cola offers its soft drinks to the consumers in various price ranges and sets its price in
relation to the value delivered and perceived by the customer. Price is set by determining
demand, estimating costs, analysing competitor costs, prices, offers.
A good price is one, which covers all the production; distribution cost and aims at
maximising the current profit and the companys market share. Coca-Cola uses price as a
strategic tool to ensure substantial profit and growth of the company along with achieving
complete consumer satisfaction.
PLACE
Ensure right product at the right place to ensure customer
satisfaction
'Place' is defined as the way in which a company makes a product or service available to
consumers. This includes all aspects of distribution as well as the manner in which items
are displayed in shops. In the soft drinks market shelf space is critical. If products cannot
be seen, they cannot be purchased. In order to guarantee itself adequate shelf space, Cocacola has gone to exceptional lengths. The availability of the product has been made easiest
to the consumer by the effort of the persons involved in distribution of this product; market
developers (M.D) that the product is now available everywhere in market.
At every level, the company takes great care to ensure that highest standards are met in
everything they do in their product, packaging, marketing and advertising, Coca-cola
strives for excellence because they think their customer deserves better quality products at
the right place on time. They ensure proper supply of the products at the right place
through proper distribution channels, transportation, warehousing and promising to work
towards improvements in the availability, accessibility and affordability of Coke products.
PROMOTION
The best promotion of the product is done by satisfied
customer.
Promotion includes all activities that communicate information about a product and its
merits to a target audience, and persuades them to buy. The Coca-cola for the marketing of
its product has adopted several promotional measures.
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There are retail offers, which encourages the retailers to purchase more of Coke
products. The distributor selling the maximum quantity of Coca-cola is awarded
commission for his effort and there is also several alluring offers time to time.
Alluring scheme like in Thumps up, Coca cola, and Maaza. For increasing the
awareness about the superior quality of the product on-road shows are also
organized which gives a better opportunity for an effective demonstration about the
product, its advertising and maintaining public relations.
edium
Advantages
Newspapers
Flexible
Local Short
life
market coverage
reproduction
Television
Direct Mail
Highly
selective High cost per delivery
Allows
'Junk mail' image
personalization
Internet
Outdoor
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Limitations
Poor
No audience selection
Creative limitations
PROMOTION MIX
OFFERING MIX
COMPANY:
COCA-COLA
PRODUCTS
SERVICES
SALES
PROMOTION
ADVERTISING
PRICES
DISTRIBUTION
TARGET
CUSTOMER
S
CHANNEL
SALES
FORCE
PUBLIC
RELATIONS
TELEMARKETING
INTERNET
MARKETING-MIX STRATEGY
Thus, it is only by creating an effective mix that great marketing campaigns can be
created. In this regard, it was the innovative choice of Marketing Mix made by Coca-Cola
that
helped
determine
the
success
of
their
product
launch.
The main measure of success for a product launch is whether sales and market penetration
targets have been achieved. In this regard Coca cola has achieved outstanding success. The
company has sold number of bottles than had initially been budgeted.
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64
AMIR KHAN
COCA-COLA
AISHWARYA RAI
COCA-COLA
KATRINA KAIF
VIRENDRA SEHWAG
COCA-COLA
RAJYAVARDHAN S.R
COCA-COLA
AMIR KHAN
BRAND AMBASSADORS
66
RANI MUJKERJI
FANTA
RAJPAL YADAV
THUMS-UP
HRITHIK ROSHAN
AISHWARYARAI
COCA- COLA
AKSHAY KUMAR
THUMS-UP
67
AMIR KHAN
COCA-COLA
RANI MUKHARJEE
FANTA
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Coca-Cola and BonAqua awarded "Best product of the year" in "soft drinks" and
categories respectively by the National Trade Association of Russia (2005)
"water"
Digest
Coca-Cola India won EFFIE Gold for second year running for "Paanch Matlab Chotta
Coke" campaign (EFFIES 2004)
Coca-Cola India received Gold Award at Promotion Marketing Awards of Asia (PMAA)
for "best use of interactive media" with www.myenjoyzone.com
Radio spot "Quarrel" for Coca-Cola advertising campaign in Bangladesh, "Dil Thanda
To Duniya Thanda," received Best Radio Campaign award at Sangbad Protidin Srijon
Samman 2003 (Awards for Excellence in Bengali Advertising 2003). Television ad
received second runner-up award.
Coca-Cola India awarded "The Advertiser of the Year" and "Campaign of the Year" for
"Thanda Matlab Coca-Cola" campaign (Advertising Agencies Association of India)
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70
AWARDS TO COMPANY
For third year in a row, Coca-Cola India received Delhi government's Bhagidari Award in
recognition for corporate contributions to civic life
Hindustan Coca-Cola Beverages Private Limited (HCCBPL) units received recognition
for environmental initiatives.
Coca-Cola India's Jaipur plant received compliance award from Rajasthan Government
for "zero default and 100 percent compliance"
Hindustan Coca-Cola Beverages Pvt. Ltd. received Best Management Award in the
State by government of Andhra Pradesh for people management practices
Coca-Cola India placed in top ten of most respected companies survey (Business world,
India's only business weekly)
The Coca-Cola Company placed first in Food and Beverages segment of "World's Most
Respected
Companies
Survey
2004"
and
fifth
overall
(Financial
Times/PricewaterhouseCoopers)
Hindustan Coca-Cola Beverages in India honored as "best private company" in the state
by Government of Tamil Nadu for providing employment opportunities to physically
challenged people
Hindustan Coca-Cola Beverages Dasna plant in India received Golden Peacock
Environment Management Award 2004
The Coca-Cola Company named fourth in ranking of top multinational companies in
Asia-Pacific region (2002 survey by Far Eastern Economic Review (FEER), Hong
Kong)
Worlds Most Socially Responsible Company, according to 20-country
consumer
survey by the Chilean branch of Market & Opinion Research International (MORI)
2001 Corporate Citizenship Award from the United States Chamber of Commerce for
working with Reading is Fundamental (RIF) to improve literacy across the United
States
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72
73
74
75
Taken by HT Times
76
By Business Economic
77
78
Ques-10) Are you satisfied with the advertisement and promotional activities of Coca- Cola
in comparison of others? a) 100%
b) 80%
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c) 50%
Not Satisfied
Slightly Satisfied
17%
15%
68%
Fully Satisfied
Adequately Trained
83.50%
20.00%
0.00%
60.00%
40.00%
80
100.00%
80.00%
81
17%
Maintained
Not Mintained
84%
82
coca cola
6.6 2.2
thumps11
up
limca26.66
sprite
fanta
maaza
13.33
kinley
17.77
22.22
From the graph we observed that the sales of the coca cola brand is stand no.1 position followed by the
thumps up ,limca , sprite , fanta, maaza , and the sale of the kinley drinking water is less.
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According to my survey with this questionnaire and Performa in Meerut Road, Murad Nagar and
Modi Nagar, I found that the market share of Coca Cola in comparision of others was 65 : 35
84
85
FINDINGS
Some of the important findings and observations have been listed below:
i.
The most important and satisfying observation was that, COCA-COLA had
approximately 65% market share in the soft drinks market in Meerut Road, Murad
Nagar and Modi Nagar.
ii.
Soft drink businesss behavior is not governed by brand loyalty so the availability
of the right brand, at the right place, at the right time is the key for winning
consumer in soft drink business.
iii.
The present distribution system of COCA-COLA is the best in these areas and is
one of the major strengths of COCA-COLA. The enhancement in the distribution
network would definitely increase the market share of COKE.
iv.
The
retailers
played a very
critical role in
incrementing
the
sales
volume of the
product and the
had to be kept
satisfied
in
order
to
increase the market share by offering better schemes, discounts, display materials
such as VISIs, racks, counter, signage, wall paintings and better amount for
purchase of shelf space for display
v.
The cut throat competition between COKE and PEPSI had lead to a never ending
cola war and price war which has brought down the profit margins which is one of
the major grievances apart from the common complains pertaining to schemes,
incentives and display materials.
vi.
The repair and maintenance and also replacement facilities of the company are not
very effective as retailers face problem due to impaired stabilizers, cooling capacity
of the fridges and the damage product.
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In my survey, in certain areas I found several unwanted milk products like milk, curd,
butter and also several brands of Pepsi. Such incidents have been on a decline now
due to the regular visits of market developers, offical visits. They ensure that only
Coke products arte filled in the Coke fridges.
In India 85% of the soft drink sale comes in the month
of April, May and June. In the unbearable hotness in these summers when consumer
looks for a soft drink to quench their thirst, first they look for their favorite brands.
But in the absence of that brand they generally shift to a related product.
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89
SWOT ANALYSIS
Swot analysis provides information that is helpful in matching
the firms resources and capabilities to the competitive
environment in which it operates. As such it is instrumental in
strategy formulation and selection as it is based on its
strengths, weakness, opportunity and threats.
Swot analysis is basically used as an important technique
through which a company can know its positive features and
can overcome its negative aspects by properly scanning the
business environment in which it operates.
The Swot analysis of Coca-Cola can be done as follows
STRENTHS
A firms strengths are its resources and capabilities that can be used as a basis for
developing competitive advantage. The strengths of Coca-Cola can be listed as following:
The company has a large product profile providing almost all the flavors preferred by
the consumer.
The products are available in different types of packs that can be easily accessed and
handled.
Coke has a wide reach and penetration in the market as it has a favorable access to
distribution networks.
Coke provides OYA scheme of brand name product so every retailer doesnt keep
hesitation to open new out let because they have thought not only the best chilling but
also happy life of OYA (Own Your Assets).
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The supply and demand of various products is constantly monitored in regular intervals
by every depot head so the retailers get timely supply of Coke products from the
distributor.
Coke posses a good infrastructure including the transportation vehicles, which assist in
widening its reach
It enjoys a strong brand preference and reputation among the customers.
The supply of the products by the company depot to the retailers is quick and on time at
the required time due to good infrastructure facilities.
The company provides a wide range of services with the help of its educated sales
executives, market developers and repair and maintenance facilities.
The company is offering various facilities to its customers to promote proper display
and visibility of its products.
WEAKNESS
The absence of certain strengths may be viewed as a weakness of the Coca-Cola. They can
be stated as The distribution network of the company is weak as salesman start working late in the
morning
The company has insufficient indirect reach.
Company does not provide the requisite training to its salesmen to handle all the queries
of the retailers.
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93
58.9%
2. PEPSI CO.
30.9%
3. OTHERS
10.2%
20.6%
2. PEPSI COLA
14.5%
3. DIET COKE
8.5%
4. MOUNTAIN DEW
6.3%
5. SPRITE
6.2%
6. DIET PEPSI
5.9%
7. 7-UP
2.3%
FOUNTAIN SALES
94
95
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CONCLUSION
Coke versus Pepsi has been one of the highest-profile, highest-stakes marketing
confrontations witnessed in any industry: "the cola-wars"- the only war where no one gets
hurt. Coke has been winning the overall battle, but Pepsi does have its victories.
Internationally Coke's market share increased to 49.2% last year compared to Pepsi's rate,
flat at 15.7%. Coke sold $12.7 billion worth of products internationally, while Pepsi's
totaled $3.2 billion. From this Coke pockets $.30 for every dollar, compared to Pepsi of
less than $.07 per dollar.
The soft drink industry has been engulfed by an ongoing cola war stemming from a
long-time battle between Coca-Cola and Pepsi Co which competes with Coke in most of
criterias. After completing all the market survey and analyzing the strengths, weakness,
opportunities and threats of the company it can be concluded that, Coca-Cola still
maintains itself as the premium brand in the soft drinks category.. Established in 1886 and
1889, Coca-Cola and Pepsi Co., respectively, were among the first soft drinks invented and
their popularity grew rapidly. By the 1930s, Coca-Cola appeared on over 20,000 walls,
160,000 billboards, 5 million soda fountain glasses and 400 million newspaper and
magazine advertisements (Secret Formula p. 206). When the war (Second World) ended,
the Coca-Cola Company had sixty-three overseas bottling plants in operation in venues as
far-flung as Egypt, Iceland, Iran, West Africa and New Guinea.
Coca-Cola is known in the marketing world as a convenience product, one that is
purchased without much consideration. Most consumers are happy with the 200 ml pack
size of cola at present since it is more affordable and packs as much cola as most people
want to consume in one go. And consumer satisfaction is evident from the fact that the soft
drink industry has been registering over 20 per cent volume growth across the first six
months of this year
Coca-Cola is trying hard to have its colas available in as many locations as possible,
and is recognizing the concepts, which are becoming more important in marketing the
products and their attributes like color, product attractiveness, visibility, and display
quality. Making billions from selling carbonated/colored/sweetened water for over 100
years, Coke had emerged as truly global brand.
.
97
Coca-Cola India is among the countrys top international investors, having invested more
than US$ 1 billion in India within a decade of its presence
The drinks, its flavors and the advertising campaigns of Coca-Cola have significant impact
on the consumers, sellers and thus its products remain the first choice all the time in the
soft drinks category. Coca-Cola has given consumers the pleasure of world-class drinks to
fill up their hydration, refreshment & nutrition needs but has also been instrumental in
giving an exponential growth to job opportunities. The company still has many
opportunities to increase its reach and penetration in the market and become the market
leader in the soft drink industry
The soft drink industry has been growing at high double digit growth rates but the
value growth has been hit, the current pricing strategy is unsustainable in the long run,
given the present taxation structure. This difficulty is due to the government's inability to
slash the eight per cent special excise duty soft drinks attract. Together with the 16 per cent
excise and an average 14 per cent sales tax, the economics of lower price points were
getting skewed. Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, wastewater
treatment plants, distribution systems and marketing channels.
Proper fridge purity is maintained by the market developers of Coke and the
customers are extremely satisfied with the product availability and services of the
company. All the above services and facilities have helped in elevating the sales of the
coke dealers and retailers and ultimately of Coca-Cola.Thus, after performing the data
analysis we can conclude that the visibility and display of Coke products, Fridge Purity is
properly maintained, hence both the hypothesis prove out to be wrong.
The company is working very hard to maintain the visibility and display of its
products. It is providing all sorts of services and facilities to the potential retailers of Coke
to boost up its sales as it faces intense competition from its archrival Pepsi. To ensure
proper visibility and display of its products, the Coca-Cola is providing visi coolers, ice
coolers, display stands, banners and posters, brand pack stickers, bottle hangers, display
racks, increasing services of market developers.
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99
100
101
APPENDIX
Yes
(2) No
Q3. Are
sell the
coca
you easily
all brand of
cola?
(1)
Yes
(2) No
(2) other
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BIBLIOGRAPHY
BOOKS REFERED
MARKETING :
RESEARCH METHODOLOGY :
MARKETING RESEARCH :
MAGAZINE :
PHILIP KOTLER
KOTHARI
HARPER BOYD
BUSINESS WORLD
WEB SITES
www.coca-cola.com
www.coca-cola india.com
www.Google.com
News paper
Times of India
HT Times
Indian Express
India economic
Magazine
Outlook
Food magazine
Indian Business
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