A Study On Marketing Strategies Adopted by Fast Moving Consumer Goods Company in Areas of Ghazipur District (A Special Reference To Soft Drink - Coca Cola)

Q9- Are you satisfied with the schemes of the company?
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A Study on Marketing Strategies adopted by

Fast Moving Consumer Goods Company in Areas
of Ghazipur District (A Special Reference to Soft
Drink- Coca Cola)
PREFACE
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

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2000 ml and comes in a variety of flavours. It also comes in glass as well as in plastic bottles.
Since so many changes and transformation are under-going ever changing consumer demands,
Government Policies and innovative packaging. Then industries are much emphasizing 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 softdrink 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.
The first real insight of an organization for management student comes only during his
preparation of project work because student first interacts with real practical work. This is first
introduction to industry and its working. This project work synthesize the theoretical concept
learn in the class room and its practical orientation in organization.
In my project I have studied the A Study on Marketing Strategies adopted by Fast Moving
Consumer Goods Company in Areas of Ghazipur District (A Special Reference to Soft
Drink- Coca Cola) .

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This survey report has seven chapters and each chapter has its own importance and relevance.
Together they show the entire picture of retailer behaviour towards to famous brand of Soft
Drinks i.e. coca-cola.
The First chapter deals with the introduction of the topic, which describes the product, price,
place, promotions and its history. It also describes the profile of the Company. It also includes
objective, scope, importance and limitation of the study.
.The Second chapter deals with research methodology. The process of carrying out the whole
research problem is defined in it. It contains information about the objectives of the research,
methods of data collection, sampling and sample design.
Third chapter is data analysis and interpretation. This is the most important section of the project
work. This section contains the analysis of all the data collected so far and they are interpreted to
produce the final conclusion. It contains all the tables and charts which depicts the result.
Chapter four contains the finding and recommendation of the research. This is based on the data
analyzed and interpreted in the previous chapter. This is the most important section of the survey
report. A report is evaluated on the validity ad correctness of findings.
Chapter five depicted conclusion which concludes the whole report, that is, gives a brief
description of the process employed so far.

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Sixth chapter showed annexure which contains a format of the questionnaire used for the purpose
of data collection.
And later, seventh chapters contain bibliography which describes the list of sources from where
the matter and information is collected. It contains the list of books, authors, websites used etc.
Thus, the above mentioned is the overall design of the report.
ACKNOWLEDGEMNT
I express my deep concern of gratitude towards Respected Mr. Rahul Anand Singh , Head
of Department and our esteemed & admiral Lecturers who have always been a source of
a great inspiration.
I am also highly thankful to Mrs. Fati Shafaat because without her guidance it would be
quite impossible to carry out a successful survey and make the Report complete &
effective. My project report was under her supervision and I am also heartily thankful to
her.
Thanking would be a small thing for our parents who are our ideal. I am heartily grateful to my

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parents and family members for appreciation and financial encouragement for bringing up such
a marvelous project.
I would also like to say thanks to retailers without whom this project could not be competed.
They give their valuable time to fill my questionnaire.
I would also like to say thanks to other faculty members who helped me during this survey
project.
Last but not least , we want to thanks all those who have been directly or indirectly
involved in this research project.
Sakshi Srivastava
BBA 4th Semester
COMPANY PROFILE
HISTORY OF COCA-COLA

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The world has changed in many ways since pharmacist, John Styth Pemberton first introduced
the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many
things to hundreds of Millions of consumers around the globe. Coca-Cola products are served
more than 705 million times every day, quenching the thirsts of consumers in more than 195
countries in every climate. That's a long way to come after such a modest beginning...
May - Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in his
1886
backyard. He first "distributed" the new product by carrying Coca-Cola in a jug down
the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of CocaCola at the soda fountain. Whether by design or accident, carbonated water was teamed
with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing."
Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and
penned, in the unique flowing script that is famous worldwide today, .

1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25
gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color
associated with the No. 1 soft drink brand ever since.
1891 - Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola
business for $2,300. Pemberton was forced to sell because he was in a state of poor
health and was in debt. Within four years, Candler's merchandising flair helped expand

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consumption of Coca-Cola to every state and territory.

- In January "Coca-Cola" was registered in the U.S. Patent office.
3 Million Coke's sold per day. "
" is the world most recognized trademark.
- The Coca-Cola Company was sold to a group of investors for $25 million.
- The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25
million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president
for six decades.

Woodruff's leadership took the business to unrivaled heights of commercial success, making
Coca-Cola an institution the world over.
During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States
to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he
supplied 5 billion bottles to the service.
1925 - 6 Million Coke's sold per day.
1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied
Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American
servicemen overseas. Eventually, 64 plants were set up during WWII.
1950 - Advertising on on the television began. Currently Coca-Cola is advertised on over five
hundred TV channels around the world.
1961 - Sprite was introduced.
1971 - The song "I'd like to Buy the World a Coke" was released.
1978 - The two liter bottle was introduced, and during that same year the company also

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introduced plastic bottles

1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the biggest marketing
blunder. They stumbled onto a new formula in efforts to produce diet Coke. They put
forth 4 million dollars of research to come up with the new formula.
The new formula was a sweeter variation with less tang, it was also slightly smoother. The
factor that influenced the change was that Coke's market share fell 2.5 percent in four years.
Each percentage point lost or gain meant 200 million dollars. This was the first flavor change
since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the
Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters
attended this very glitzy announcement.
The change to the world's best selling soft drink was heard by 81 percent of the United States
population within twenty-four hours of the announcement. Within a week of the change, one
thousand calls a day were flooding the company's eight hundred number. Most of the callers
were shocked and/or outraged, many said that they were considering switching to Pepsi. Within
six weeks, the eight hundred number was being jammed by six thousand calls a day. The
company also fielded over forty thousand letters, which were all answered and each person got a
coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have
the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula

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they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of
Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory.
Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They
decided to develop the new formula.
1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought
back in addition to the new one. This was greatly due to dropping market share and
consumer protest. The market share fell from a high of 15 percent to a low of 1.4
percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted
that they had goofed by taking the old Coke off the market. The Coca-Cola company's
eight hundred number received eighteen thousand calls of gratitude. The comeback of
old Coke drove stock prices to the highest level in twelve years. This was said to be the
only way to regain the lead on the cola wars.
1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For
more than 65 years, Coca-Cola has been a sponsor of the Olympics.

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CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They
accomplish this through scholarships, hotlines, donations and contributions. Another large
accomplishment that the Coca-Cola is being the first company to make and use recycled plastic
bottles.
JOHN PEMBERTON

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COKE IN INDIA
Despite the formidable track of its parent $18 billion giant in Atlanta USA. Coke India record
1800 crore soft drink makers is prominent. Coca-cola entered in India market after 16 years from

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Hathras Dec.1993. Coca-cola became the undisputed leader of the Indian soft drink market
because of their acquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen
and a bill of 140 crore, coke picked by five brands Thumsup, limca, Goldspot, Citra, Maaza with
a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment.
BENCHMARK
Coca-cola ranks no.1 brand in the world by the business world survey followed by
companies like Microsoft and IBM.
Coca-cola is the market leader in the whole world in beverage industry.
Business week magazine ranks Coca-cola on 4th position in Indian FMCG industry.
Coca-cola enjoys approx 60% market share in Indian beverage industries.

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INTRODUCTION
Marketing is the process which is social and managerial by which individual and groups opting
what they need and want through creating offering and exchanging product of value with others .
Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services, to create exchange that satisfy individual and
organizational objectives.
Mc Carthy popularized a core factor classification of these tools called the 4Ps- Product, Price,
Place and Promotions. Marketing mix consist of 4Ps that are product, price, place, promotion.
PRODUCT
These are tangible as well as intangible offers provided by the company to satisfy changing the
needs of consumer. In designing a product firms concentrate on the needs and wants of the target

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customer because presently marketing is customer oriented and the satisfaction is the main
target. Before making a product a company should consider following points:
Quality
Design
Variants
Warrantees
Packing and Labeling
After Sale Service.
PRICE
The price variable is important in the design of marketing strategies because customers are
concentrated about the value obtained in a purchase. Marketing manager are usually involve in
establishing pricing policy and determining product prices. Price also provides image of the
product. Price includes:
Discount
Allowances

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Credit Terms
Payment Terms.
PLACE
It includes the various activity the company undertakes to make the product available and
accessible to target market. If a product is available in the market can easy attention. For easy
accesses of product organization regularly develop channel. It includes:
Wholesaler
Retailer
Physical Distributor
Supplies
Inventory.
PROMOTION

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It includes all the activities the company undertakes to communicate and promote its product to
the target market. Different promotional tools are used to make aware the customer about
product feature and benefits. It includes:
Advertising
Personal Selling
Sales Promotion
Public Relation
Direct Marketing
The term Fast Moving Consumer Goods refers to those retail goods that are generally replaced
or fully used up over a short period of days, weeks, or months, and within one year. This
contrasts with durable goods or major appliances such as kitchen appliances, which are generally
replaced over a period of several years. FMCGs have a short shelf life, either as a result of high
consumer demand or because the product deteriorates rapidly. Some FMCGs such as meat,
fruits and vegetables, dairy products and baked goods are highly perishable. Fast moving
consumer goods are simply the essential items that one must have in order to live Or at least
live well. The items are referred to fast moving due to the fact that they are the quickest items
to leave the shelves at a supermarket, and usually have the lowest price due to that fact. The

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essential items, or fast moving consumer goods, are classified in several different ways and are
often categorized by the area in which people live, the demographics that constantly shop at the
stores, and if they are perishable items or not. However, these consumer goods are not strictly
limited to what is bought in store, as fresh food products or non-perishables.
Fast moving consumer goods are also applied to items that are part of home delivery, pick up
delivery, markets and stalls, items purchased at a chemist or pharmaceutical organization,
specialized stores, and tobacco or smoking paraphernalia stores. Fast moving consumer goods
are items in which everyone needs to live They are often of low cost and thus will not
determine a large profit for whichever company produces and sells the items, however due to the
large amount of turnover, they are deemed to produce enough profit to constantly produce and
sell more. These items are usually as follows: Fruit and vegetable, meats including; chicken,
beef, and fish, some cereals, dairy products like milk and some yoghurt (often the ones most
used for kids lunchboxes, or quick snacks), sugar and other drinking necessities like coffee and
cocoa, pasta and various noodles, not to mention the non edible products like toiletries,
shampoos and soaps which everyone needs in order to live a clean life. Of course, those are just
the simple basics; there are other products like spirits, beer and wine that are considered fast

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moving consumer goods due to the availability and the general want for such alcoholic products.
Stationary items like paper and pens are also considered under the fast moving consumer goods
area, due to the fact that everyone is, or will be a student at some point in their life and will need
exercise
books
and
the
likes
of.
There are companies that are considered under the guidelines of fast moving consumer goods
(from here on known as FMCG), for their ability to constantly produce the items that sell the
quickest. These are such companies like Nestle, Sara Lee, Procter and Gamble, Coca-Cola,
Kleenex and Pepsi. The interesting thing to notice is that all these companies either provide
confectionary or dairy items that are known not entirely as necessities, and also toiletry
companies
that
provide
body
lotions
and
tissues.
Most fruit and vegetables are excluded from these well known FMCG companies, due to the fact
that there are not only a few conglomerate companies that dominate the market of fruit and
vegetable production But rather millions of small companies that own their own crops and
wish to produce farmers-markets type quality of fruit and vegetables that is enjoyed by many
families for their freshness.

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A soft drink (also called soda, pop, coke soda pop, fizzy drink, or carbonated beverage) is a nonalcoholic beverage that typically contains carbonated water, a sweetening agent, and a flavoring
agent. The sweetening agent may be sugar, high-fructose corn syrup, or a sugar substitute A soft
drink may also contain caffeine or fruit juice. Soft drinks are called "soft" in contrast to "hard
drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but
the alcohol content must be less than 0.5% of the total volume if the drink is to be considered
non-alcoholic.
Widely
sold
soft
drink
flavors
are cola, lemon-lime, root
beer, orange, grape, vanilla, ginger ale, fruit punch, sparkling lemonade, squash, and flavored
water. Soft drinks may be served chilled or at room temperature. They are rarely heated.
Soft drinks are made by mixing dry ingredients and/or fresh ingredients (e.g. lemons, oranges,
etc.) with water. Production of soft drinks can be done at factories, or at home. Soft drinks can be
made at home by mixing either a syrup or dry ingredients with carbonated water. Carbonated
water is made using a home carbonation system or by dropping dry ice into water. Syrups are
commercially sold by companies such as Soda-Club. 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

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transformations are undergoing ever changing consumer demands, Govt. Policies and innovative
packaging. Then industries are much emphasizing advertising to increase its sales

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PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANY
The Coca-Cola Company offers a wide range of products to the customers including beverages,
fruit juices and bottled mineral water. The Company is always looking to innovate and come up
with, either complete new products or new ways to bottle or pack the existing drinks. The CocaCola Company has a wide range of products out of which the following products are marketed
by HCCBPL:
In
the
Cola Section:

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In the Lemon Section
In the Orange & Apple section:
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In the mango section:
In the juice section :
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In the Soda Water and Bottled Mineral Water section:
BRANDS TAGLINE
Thumsup
- Taste the thunder
Coca-cola
- Open happiness

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Sprite
- Seedhi bat no bakwaas, clear hai
Limca
Fresh ho jao
Fanta
Go bite
Maaza
Bina guthli wala aam
BRAND AMBASSDORS
Thumsup
-Akshay Kumar
Cocacola
-Aamir Khan
Sprite
-Shahrukh Khan
Fanta
-Genelia Dsouza
Limca
-Riya Sen
ABOUT BRANDS
THUMSUP
PERCENTAGE ( % )
22%
36%
24%
18%
100%

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It is the leading brand of the company. It has cola flavour. Thumsup is the highest selling
beverage brand of India. Mostly like by the youngsters specially boys. Originally introduced in
1977, thumsup was acquired by the coca cola company in 1993.
Thumsup, is, known for strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the man from the boys.
The competitor of the brand on same category is Pepsi.
COCACOLA
This is the world most famous & old brand. This brand is specially liked by teenagers &
youngsters.
The competitor on the cola category is Pepsi.
SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups
& people. Jan 09 report of The times of India claims sprite to be the second brand in sales after
Thumsup. Worldwide sprite ranked as no.4 soft drink and is sold in more than 190 countries In

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India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing
soft drinks, leading clear lime category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a
straight forward and honest attitude. It clear crisp hingtaste encourages todays youth to trust
their instincts, influence them to be true who they are and to obey their thirst
Competitor : 7up & Mountain dew
LIMCA
Limca is cloudy lemon in flavour. This is very unique in this category .It is white in colour. Drink
that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the
original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to be
leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person
Competitor : Nimbooz
FANTA

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Fanta has two flavours apple & orange. This is very popular drink among females. Fanta entered
the Indian market in year 1996 under the coca-cola brand. Over the years, Fanta has occupied a
strong market place and is identified as the fun catalyst. Fanta stands for its vibrant colour,
tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus
encouraging one to indulge in the moment.
Competitor: Mirinda, Parles Appy fizz
MAAZA
This has mango flavour. Maaza is popular among children and women. Maaza was launched in
1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink
category. Over the years, maaza has become synonymous with mango.
Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam.consumers regard maaza as
wholesome, natural, fun loving drink real experience of fruit.
The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit
to the moms rightly captured in tagline, yaari dosti, and taaza maaza
Competitor: Slice, Frooti.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink.
Competitor : Tropicana
KINLEY
This comes in two variety-mineral water & soda. Mineral water is used by all but soda is
commonly used for alcoholic purpose by adult people.
Competitor : Aquafina, Bisleri
PACK
MAAZA
COKE
THUMS
UP
FANTA
SPRITE
LIMCA
SODA
300ML
NO
YES
YES
YES
YES
YES
YES
200ML
NO
YES
YES
YES
YES
YES
NO
NO
NO
NO
NO
PACKAGING DETAILS
YES
NO
NO
250ML
2 LTR
NO
YES
YES
YES
YES
YES
NO
600ML
YES
YES
YES
YES
YES
YES
YES
1.2 LTR
1 LTR
YES
NO
YES
NO
NO
YES
NO
NO
YES
NO

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
NUMBER OF BOTTLES IN A CASE
PACK
NO.OF BOTTLES IN A CASE
300ML
24
200ML
24
250ML
24
2 LITRES
600ML
24
1.2 LTR
12
1 LTR

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
PRICING
PRICING POLICY FOR INDIAN MARKET
Coca-Cola also made the right moves by adapting to cultural barriers in India. One such barrier
was the affordability of products for Indians. Because India is a country where people are known
to live on very little a day, the idea of getting people to spend what little they have on a soft drink
could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and
reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete
competitively in the market, Pepsi reduced their prices as well. This move allowed both
companies to offer products that were affordable to the target market in India but also
encouraged more Indians to consume Pepsi and Coca-Cola products.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Companies also created smaller sized bottles to allow for lower prices for Indian consumers.
Coca-Cola created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and
increase their sales. By offering smaller sized bottles many consumers also increased the
frequency in which they were purchasing the soft drinks
PLACEMENT
Availability

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Availability is done according the type of outlet. There are four type of outlet mentioned below.
According to this market developer has to ensure the availability of the products in the particular
outlet.
TYPES OF OUTLETS (CHANNEL)

1. Grocery Store
Grocery (customer profile): Store stocking a variety of regular uses household items. The
channels provide an opportunity for penetration as it propels home consumption.
It includes all kirana stores, juice stall, cold drink stall, departmental stores, supermarkets,
provision stores etc.
Necessary Availability - 2 liter and 300ml.
2. Eating & Drinking Channel

Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas.
These outlets offer multiple Opportunity to effect sales as people usually order something to
drink along with food. It includes
- Restaurants

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
- Bars and Pubs

- Dhabas
- Sweet shops
- Quick service restaurants.
3. Convenience Channel
Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock
cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small
outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.
4. Activation
Activation is important because it helps to boost the sales of the company. it is done through the
Glow sign, DPS, flanges. Combo boards, Table tops .This boards usually gives to the E&D
outlets .It helps to attract the customers. Rack with header is provided to the grocery stores.
Activation Elements
Market developer must ensure that all these activation elements must available at all the outlets.
Detail of activation elements must available at GROCERY STORES:

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
1. WARM DISPLAY RACK

2. SHELF DISPLAY
3. VISI COOLER
SHELF DISPLAY
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
DISPLAY OF RACK
Optional Elements
1. STANDEE
2. FLANGE
3. SIX MOBILE HANGER
4. VISI COOLER BRAND STRIP
ACTIVATION ELEMENTS FOR E&D:1. COMBO STANDEE
PERCENTAGE ( % )
22%
36%
24%
18%
100%
VISI COOLER

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
2. FLANGE OR STANDEE OR GSB

3. BRANDED TABLE MAT
4. MENU BOARD OR MENU CARD
OPTIONAL ELEMENTS:1. WARM DISPLAY RACK

2. TABLE TOP RACK
3. TENT CARD
ACTIVATION ELEMENTS FOR CONVENIENCE:1. WARM DISPLAY RACK OR 1 TIER RACK

2. FLANGE OR STANDEE
3. AERIAL MOBILE HANGER
OPTIONAL ELEMENTS:1. TABLE TOP DISPLAY

2. VISICOOLER BRAND STRIP
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
RED
1
2
3
4
Visicooler
5
6
7
1
2
3
4
Availability 5
6
7
8
1
2
3
4
5
Activation
6
7
8
9
NO. OF RESPONDENTS
11
18
12
9
50
Parameter
Is a coca cola cooler present
Is the cooler as per standard
Is the cooler in prime location
Is the visicooler in a working condition
Is the visicooler light working
Is the cooler 100% pure
Is the cooler brand order compliant
Total
Can
RGB-CSD
RGB-Maaza
Mobile-CSD
Mobile-Maaza
LARGE PET-CSD
LARGE PET-Maaza
TP-Maaza
Total
Warm Display Rack
Is the rack pure and charged
Shelf Display
Crate display with wrap
Flange/Standee/GSB/ DPS board/Flex board
Aerial Mobile Hanger
Menu board/Menu card
Combo communication
Branded table mat/table vinyl
Total
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Grocery
E&D
Conv.
D G S D G S D G S
4
10
3
2
10
6
35
16
4
16
4
40
10
10
5
4
10
3
2
10
6
35
4
10
3
2
10
6
35
4
12 22
4 8
16 10 6
4 4
16 10
4
40
10
10
5
25 25
4
10
3
2
10
6
35
4
10
3
2
10
6
35
4
10
3
2
10
6
35
4
10
3
2
10
6
35
4
25 25 14
10 10 4
5 5 13
3
4
10
3
2
10
6
35
4
10
3
2
10
6
35
18
4
13
3
18
4
14
4
2 2
40 40 40 40 40 40 40
8
10 10 10
7
5
5
5
5
5 5 5 10 10 10
5 5
15
15 15
5 5
25 25 25 25 25 25 25

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
RED Scoring Sheet
DISTRIBUTION NETWORK
HCCBPL has a wide and well-managed network of salesmen appointed for taking up the
responsibility of distribution of products to diverse parts of the cities. The distribution channels
are constructed in such a way that the demand of customers is fulfilled at the right place and the
right time when they need it.
A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail
Stock --- Retail Shelf --- Consumer
The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well-organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers.
For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.
For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.
If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided
by the company,
A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
SGA PROVIDING COMPANIES
Whirlpool India Limited
Godrej Appliances
Western refrigerator limited
Rockwel Industries
PROMOTIONS
ADVERTISING
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Advertising is a non promotion of goods & services by sponsor who can identified and who
has paid for his communication. Their purpose of advertisement is to sell something goods or
services,idea ,person or place.
BRAND AMBASSDORS & TV COMMERCIALS

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Tennis star Sania Mirza for Sprite
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Bollywood star Aamir Khan for Coke
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Bollywood star Akshay kumar for Thums up
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Sprite seedhi baat TV add
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Limca fresh ho jao TV add
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
Minute maid pulpy orange TV add
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
PROMOTION BY THE COMPANY

Promotional strategy during IPL matches
Lucky Coupon Dinner with kings XI Punjab

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Sprite kholega toh bolega IPL Season 2
Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official
PouringPartner of Kolkata Knight Riders (KKR) had announced the launch of a Special
edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand
Sprites larger consumer engagement program to leverage the second season of DLF IPL,
2009.
Independent research reports have shown, out of the 230 million mobile phone users in
the country, the youth continues to be the largest users of mobile phones. Combining this
key insight with the passion of T20 cricket, company had launched a special edition
Sprite Kolkata Knight Riders bottle with insignia of key players.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Complimenting the innovation, Sprite was also rolling out a special Kholega Toh Milega
digital initiative in association with KKR and Nokia.
In the offer consumers just need to drink Sprite and look out for a unique 9 digit code
under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity
to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a
chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB
and also on all PET packs of Sprite.
To create awareness about Kholega Toh Milega digital initiative, the company had
launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on
all the leading TV channels across India.
PROMOTION DURING OFF SEASON

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Limca Launches Laptop Ki Barish Consumer Initiative
Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish
consumer initiative nationally. As part of this unique initiative a computer generated lucky
draw would provide consumers a chance to win HP Mini Laptop every hour for the next
45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and
also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the
under the crown initiative consumers just need to SMS LIMCA followed by a 9 digit
unique code to 58558 from their GSM / CDMA mobile phones.
The national initiative is designed to leverage the popularity of digital media like mobile
phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink
consumers and would run from 1st August to 14th September, 2009

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
PUSH & PULL STRATEGY

PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to
induce intermediaries to carry, promote and sell the product to end users i.e. consumers.
For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors,
agency owners and retailers.
PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to
persuade consumers to ask intermediaries for the company brand product by this way HCCBPL
inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display
racks, tier racks, standees, mobile hangers and visicooler brand strips.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
OBJECTIVES OF THE STUDY
The main objective of this project is to increase the sales of the company.
To find out the promotional strategies of products of the company.
To find out the present status of Thumsup, Coke, Sprite, Limca, Fanta, Maaza at the
retail outlets in the area.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
To know the distribution and marketing strategy of the company.

To find out available opportunities in the market by finding gaps in competitors
penetration.
To collect data from retailers for the activation of new channels.
To find out ways to increase sales new launches to different channels.
To study the presale concept of the coke.
To enhance the market share of the company.
To find out the preferences of the people for soft drinks.
SCOPE OF THE STUDY

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Ultimately, without studying the scope of this project the study cannot be completed.
The scope of this study is confined to the local area of GHAZIPUR for soft drink and
related to MARKETING STRATEGIES. It helps to make company position and
goodwill in the Ghazipur region. Study also provides help to student and institutions for
getting knowledge. It also helps in making new marketing strategies.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
IMPORTANCE OF THE STUDY

By this study company can know its growth.
It helps the company to know their actual position in the market.
It helps to find out the promotion activities of the company and help to make relevant
changes according to their rivalry company.
It ensures the availability of the product in the market.
It also helps in the evaluation of the market developer.
It helps to maintain the outlets in a well designed way to attract the consumers.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
LIMITATIONS OF THE STUDY

The study was confined to some areas of Ghazipur only.
Only retailers views are taken.
The companys views to the questionnaire were not available.
Time and cost constraints were also there.
Chances of some biasness from side retailers could not be eliminated.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
A Samples size of 50 has been use due to time limitation.
RESEARCH METHODOLOGY

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Research methodology is way to systematically solve the research problem. It may be understand
as a science of studying has how research is done scientifically in it me study the various steps
that on generally adopted by a researcher in studying a research problem along with the logic
behind them.
Research methodology does not mean only the research methods but also the logic behind the
methods content of research study and explanation of the reason for using of particular method
or technique i.e. research result are capable and been evaluated by a researcher.
RESEARCH DESIGN
It is a Descriptive research design. It is plan structure and strategy of investigation convinced so
as to obtain answer research question. It is purely and simply the framework or plan for study
that guides the collection of analysis of data. It is a blueprint that is followed on completing the
study. Designing of a research plan calls for decisions on the Data sources.
SAMPLING
A part of population is known as sample. A process of drawing a sample from the larger
population is known as sampling. Convenience sampling technique was used to collect data.
SAMPLE SIZE

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
A sample size is statistical sum is the number of observation that constitute it. It is typically
denoted as n, positive integer (natural number).
SAMPLING PLAN
Sampling should be design in such a way that the resulting data will contain representative
sample of the parameters of interest and allow for all.
APPROACHES TO THE STUDY

The approach to the project was both qualitative and quantitative. The survey of the customers
was descriptive in nature and was aimed at determining the demographic and characteristics of
the perspective users of the product. It was structured.
SOURCES OF DATA
The data sources used for the project were both primary and secondary. The research includes the
study which was descriptive in nature. It basically aims about how coke schemes plays in the
mind of shopkeepers and the consumers.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Source of Data collection-/ Method use in data collection
(a)PRIMARY DATA : These are those which are collected afresh and for the first time and thus
happen to be original in character. Primary includes the following ways Observation
Experiment
Survey
Here we include the primary method of survey
Research Instruments
Questionnaire-A printed questionnaire was there to make the survey.
Red scoring sheet.
Sampling plan
Sampling unit - Owners of the retail outlets.
Sampling size- 50 outlets.
Sampling procedure-Non-Random sampling (Convenience Sampling).

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
(b)SECONDARY DATA : It means that already available i.e., the data which is already
collected and analyzed by other. To get a better understanding and to have a larger exposure on
the subject this method was used.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS AND INTERPRETATIONS

Q1- Which package size of coca-cola is available on your shop?
PARTICULARS
300 ml
600 ml
1 / 1.2 ltr
2 ltr
NO. OF RESPONDENTS
50
40
28
15
PARTICULARS
300 ml
600 ml
1 / 1.2 ltr
2 ltr
PERCENTAGE ( % )
100%
80%
56%
30%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
After the study, the researcher found that
i.
On 100% shops 300ml bottle of coca-cola is available.
ii.
On 80% shops 600ml bottle of coca-cola is available.
iii.
On 56% shops 1 / 1.2ltr bottle of coca-cola is available.
iv.
On 30% shops 2ltr bottle of coca-cola is available.
INTERPRETATION:
From the above table researcher found thatAll the retailers having bottles of 300 ml of coca-cola and most of them having bottles of 600 ml
too.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q2- How many flavours of coca-cola are available on your shop?
PARTICULARS
ONE
TWO
THREE
MORE THAN THREE
TOTAL
NO. OF RESPONDENTS
7
7
10
26
50
PERCENTAGE ( % )
14%
14%
20%
52%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
DATA ANALYSIS:
i.
On 14% shops one flavour of coca-cola is available.
ii.
On 14% shops two flavours of coca-cola is available.
iii.
On 20% shops three flavours of coca-cola is available.
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
iv.
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
On 52% shops more than three flavours of coca-cola is available.
INTERPRETATION:
From the above table researcher found thatMaximum no. of retailers having more than three flavours of coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q3- Generally which price of coca cola are available on your shop?
PARTICULARS
Rs. 10
Rs. 15
Rs. 30
Rs.60
NO. OF RESPONDENTS
50
35
8
7
PARTICULARS
Rs. 10
Rs.15
Rs. 30
Rs. 60
PERCENTAGE ( % )
100%
70%
16%
14%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
DATA ANALYSIS:
i.
On 100% shops bottle of coca-cola of Rs. 10 is available.
ii.
iii.
iv.
INTERPRETATION:
From the above table researcher found thatAll the retailers have bottles of coca-cola pricing Rs.10.
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q4- Is any trade discount given by the company?
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
YES
46
92%
NO
8%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
DATA ANALYSIS:
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50

i.
92% retailers agrees that they get trade discount.
ii.
8% retailers does not agrees that they get trade discount.
INTERPRETATION:
By the analysis it is clear thatMaximum no. retailers agrees that they get trade discount.
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q5- What percentage of trade discount do you get?
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
2%
37
74%
5%
10%
10%
8%
MORE THAN 10%
0%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
DATA ANALYSIS:
i.
74% retailer says that they get 2% of trade discount.
ii.
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
iii.
iv.
0% retailer says that they get more than 10% of trade discount.
INTERPRETATION:
By the analysis it is clear thatMost of the retailers says that they get 2% of trade discount.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q6- Is any credit facility given by the company?
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
YES
50
100%
NO
0%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
100% retailers agrees that they get credit facility.
ii.
0% retailers does not agrees that they get credit facility.
INTERPRETATION:
From the above table researcher found thatAll the retailers agrees that they get credit facility from the side of company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q7- Are you satisfied with the credit facility of the company?
PARTICULARS
STRONGLY SATISFIED
NO. OF RESPONDENTS
29
PERCENTAGE ( % )
58%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
14
0
7
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
28%
0%
14%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
58% retailers are strongly satisfied with the credit facility.
ii.
28% retailers are satisfied with the credit facility.
iii.
0% retailers are strongly dissatisfied with the credit facility.
iv.
14% retailers are dissatisfied with the credit facility.
INTERPRETATION:
By the analysis it is clear thatMost of the retailers are strongly satisfied with the credit facility of the company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q8- Which kind of incentive schemes does the company mostly offers?
PARTICULARS
SCHEMES
PRIZES
SCRATCH COUPONS
CASH DISCOUNT
NONE
TOTAL
NO. OF RESPONDENTS
6
8
14
9
13
50
PERCENTAGE ( % )
12%
16%
28%
18%
26%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
12% retailer says that they get offers from the company i.e. schemes.
ii.
16% retailer says that they get offers from the company i.e. prizes.
iii.
28% retailer says that they get offers from the company i.e. scratch coupons.
iv.
18% retailer says that they get offers from the company i.e. cash discount.
v.
26% retailer says that they get no offers from the company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
INTERPRETATION:
From the above table researcher found thatMaximum no. of retailers says that they get offers from the company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
22% retailers are strongly satisfied with the schemes of the company.
ii.
36% retailers are satisfied with the schemes of the company.
iii.
24% retailers are strongly dissatisfied with the schemes of the company.
iv.
18% retailers are dissatisfied with the schemes of the company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
INTERPRETATION:
By the analysis it is clear thatMost of the retailers are strongly satisfied with the schemes of the company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q10- Do you get tools to promote the products of the company?
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
YES
50
100%
NO
0%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
100% retailers says that they get tools from the company to promote coca-cola.
ii.
0% retailers says that they get no tools from the company to promote coca-cola.
INTERPRETATION:
From the above table, researcher found thatAll the retailers says that they get tools to promote coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q11- What kind of tools given by the company?
PARTICULARS
PAMPHLETS
BANNERS
REFRIGERATOR
NO. OF RESPONDENTS
4
20
16
PERCENTAGE ( % )
8%
40%
32%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
ALL OF THESE
TOTAL
DATA ANALYSIS:
NO. OF RESPONDENTS
11
18
12
9
50
10
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
20%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%

i.
8% retailers says that they get pamphlets from the company to promote coca-cola.
ii.
40% retailers says that they get banners from the company to promote coca-cola.
iii.
32% retailers says that they get refrigerators from the company to promote coca-cola.
iv.
20% retailers says that they get all the above tools from the company to promote cocacola.
INTERPRETATION:
By the analysis it is clear thatMaximum no. of the retailers says that they get banners from the company to promote coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q12- Does availability of these tools has any impact on your sales.
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
YES
50
100%
NO
0%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
100% retailers says that these tools have impact on the sales of coca-cola.
ii.
0% retailers says that these tools have no impact on the sales of coca-cola.
INTERPRETATION:

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
From the above table researcher found thatAll the retailers says that these tools have impact on the sales of coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q13- Does any bonus pack is given by the company to promote its sales.
PARTICULARS
NO. OF RESPONDENTS
PERCENTAGE ( % )
YES
50
100%
NO
0%
TOTAL
50
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
100% retailers says that they get bonus pack from the company to promote the sales of
coca-cola.
ii.
0% retailers says that they get bonus pack from the company to promote the sales of
coca-cola.
INTERPRETATION:
From the above table researcher found that-

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
All the retailers says that they get bonus pack from the company to promote the sales of cocacola.
Q14- Are you satisfied with the delivery of coca cola?

PARTICULARS
STRONGLY SATISFIED
SATISFIED
NO. OF RESPONDENTS
23
19
0
PERCENTAGE ( % )
46%
38%
0%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
8
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
16%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
DATA ANALYSIS:
i.
46% retailers are strongly satisfied with the delivery of coca-cola.
ii.
38% retailers are satisfied with the delivery of coca-cola.
iii.
0% retailers are strongly dissatisfied with the s delivery of coca-cola.
iv.
16% retailers are dissatisfied with the delivery of coca-cola.
INTERPRETATION:
By the analysis it is clear thatMaximum no. of the retailers are strongly satisfied with the delivery of coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q15- Which product the consumer mostly prefer?

PARTICULARS
COCA-COLA
THUMSUP
FANTA
MAAZA
TOTAL
NO. OF RESPONDENTS
7
29
6
8
50
PERCENTAGE ( % )
14%
58%
12%
16%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
DATA ANALYSIS:
i.
14% consumer prefers coca-cola.
ii.
58% consumer prefers Thumsup.
iii.
12% consumer prefers Fanta.
iv.
16% consumer prefers Maaza.
INTERPRETATION:
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
From the above table researcher found thatMost of the consumer prefers Thumsup.
FINDINGS
Followings are the findings of survey project:-
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
1. From the analysis researcher found that-on 100% shops bottles of 300ml, On 80% shops
bottles of 600ml, On 56% shops bottles of 1 / 1.2ltr bottle, On 30% shops 2ltr bottle of
coca-cola is available.
2. From the analysis researcher found that-on On 14% shops one flavour, On 14% shops
two flavours, On 20% shops three flavours, On 52% shops more than three flavours of
coca-cola is available.
3. From the analysis researcher found that-On 100% shops bottle of Rs.10, On 70% shops
bottle of Rs. 15, On 16% shops bottle of Rs. 30, On 14% shops bottle of Rs. 60 of cocacola are available.
4. From the analysis researcher found that-92% retailers agrees and 8% retailers does not
agrees that they get trade discount.

5. Retailers of outlets says that trade discount is received in various forms:-74% retailer
says that they get 2% of trade discount, 10% retailer says that they get 5% of trade
discount, 8% retailer says that they get 10% of trade discount, 0% retailer says that they
get more than 10% of trade discount.
6. From the analysis researcher found that-100% retailers agrees that they get credit facility
from the side of company.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
7. From the analysis researcher found that-58% retailers are strongly satisfied, 28% retailers
are satisfied, 0% retailers are strongly dissatisfied, 14% retailers are dissatisfied with the
credit facility.
8. From the analysis researcher found that-12% retailers get schemes, 16% retailers get
prizes, 28% retailer get scratch coupons, 18% retailers get cash discount, 26% retailers
get no offers from the company.
schemes of the company.
10. From the analysis researcher found that-100% retailers says that they get tools from the
company to promote coca-cola.
11. From the analysis researcher found that-8% retailers get pamphlets, 40% retailers get
banners, 32% retailers get refrigerators, 20% retailers says that they get all the above
tools from the company to promote coca-cola.
12. 100% retailers says that promotional tools given by the company have impact on sales of
coca-cola.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
100% retailers says that they get bonus pack from the
13.
company to promote the sales of coca-cola.

delivery of coca-cola.
15. Brands prefered by consumers-14% prefers coca-cola, 58% prefers Thumsup, 12%
prefers Fanta, 16% prefers Maaza .
SUGESSTIONS
1. Delivery position should be maintained to get good return from the market.
2. The company must try to make different brands of Coca-Cola available at every retail
outlet whether it is large or small, otherwise the consumer may go for substitute.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
3. Sales People and delivery persons should properly monitor the market whether stocks are
available and are properly utilized in the market or not.
4. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the
trademark and brand name of the company.
5. Display material should be provided to the retailers on more regular basis to increase the
sales level.
6. Maintenance work of refrigerator; i.e. purity must be improved.
7. The company should take steps to replace damaged or unsellable Coca-Cola goods
frequently from the retailers.
8.
The Company employees should make direct contact with the consumers, so that they may
aware with real situation of the market and consumers attitude towards the product. For this
they can arrange awareness camps in different locations.
9. At every petrol-pump we should install Fountain Machine. It will be helpful in generating

impulse purchase and also as awareness about the products of the company among the
consumers.

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
CONCLUSION
Project on COCA-COLA Company is playing a very important role for the company. With the
help of this project, sale of the company has been increased. Because in this project there is one
market developer who has to ensure that Visicooler must be on prime location, all brands must
available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like
warm display rack, table top rack, standees etc must be available at all outlets come under this
project. All these elements help the company in increasing the sales because JO DIKHTA VO
BIKTA HAI.
Definitely when sales increase then profits also increases. With the help of this project company
has increased its sale and also company can measure or check the performance of each retailers
working all over the world with COCA COLA COMPANY.
SUMMARY
From the study it is clear that the project helps the company in making marketing strategies. It
also help in knowing the present status of Thumsup, Coke, Sprite, Limca, Fanta, Maaza at the

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
retail outlets in the area. The project helps to increase the sales of the company and also to know
the distribution strategy of coca-cola. Data from retailers are collected for the activation of new
channels. Many opportunities in the market by finding gaps in competitors penetration. The
market share of the company is also enhanced. Various promotional tools help retailers to
promote coca-cola. Beautiful display racks, tablemats, menu-cards etc, containing the trademark
and brand name of the company.
A STUDY ON MARKETING STRATEGIES ADOPTED BY FAST MOVING

CONSUMER GOODS COMPANY IN AREAS OF GHAZIPUR
DISTRICT
(A SPECIAL REFERENCE TO SOFT DRINK- COCA COLA)
QUESTIONNAIRE
Retail name : ..
..
Q1- Which package size of coca-cola is available on your shop?
(a) 300ml (
(b) 600ml (

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
(c) 1.2 / 1ltr (
NO. OF RESPONDENTS
11
18
12
9
50
(d) 2ltr (
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q2- How many flavours of coca cola are available on your shop?
(a) One (
(c) Three (
(b) Two (
)
(d) More than Three
Q3- Generally which price of coca cola are available on your shop?
(a) Rs. 10 (
(b) Rs. 15 (
(c) Rs. 30 (
(d) Rs. 60 (
Q4- Is any trade discount given by the company?

(a) Yes (
(b) No (
Q5- What percentage of trade discount do you get?

(a) 2% (
(b) 5% (
(c) 10% (
(d) More than 10% (
Q6- Is any credit facility given by the company?

(a) Yes (
(b) No (
Q7- Are you satisfied with the credit facility of the company?
(a) Strongly satisfied (
(c) Strongly dissatisfied (
(b) Satisfied (
)
(d) Dissatisfied (

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%
Q8- Which kind of incentive schemes does the company mostly offers?
(a) Schemes (
(b) Prizes (
(d) Scratch coupons (

(e) None (
(d) Cash discount (

(b) Satisfied (
)
(d) Dissatisfied (
Q10- Do you get tools to promote the products of the company?

(a) Yes (
(b) No (
Q11- What kind of tools given by the company?

(a) Pamphlets (
(c) Refrigerator (
(b) Banners (
)
(d) All of these (
Q12- Does availability of these tools has any impact on your sales.
(a)Yes (
(b) No (
Q13- Does any bonus pack is given by the company to promote its sales.
(a) Yes (
(b) No (
Q14- Are you satisfied with the delivery of coca cola?

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
(b) Satisfied (
)
PERCENTAGE ( % )
22%
36%
24%
18%
100%
(d) Dissatisfied (
Q15- Which product the consumer mostly prefer?

(a) Coca cola (
(c) Fanta (
(b) Thumsup (
(d) Maaza
SUGGESTIONS:
SAKSHI SRIVASTAVA

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
NO. OF RESPONDENTS
11
18
12
9
50
BIBLIOGRAPHY & REFERENCES

BOOKS
Marketing Management
: Philip Kottler
Ramaswamy
Marketing Research
: Bound, Stash & Others
Booklet of RED, COCA COLA INDIA
INTERNET
PERCENTAGE ( % )
22%
36%
24%
18%
100%

PARTICULARS
STRONGLY SATISFIED
SATISFIED
DISSATISFIED
TOTAL
www.coca-cola.com
www.cocacolaindia.com
www.oligopoly.com
www.medianewsline.com
NO. OF RESPONDENTS
11
18
12
9
50
PERCENTAGE ( % )
22%
36%
24%
18%
100%

A Study On Marketing Strategies Adopted by Fast Moving Consumer Goods Company in Areas of Ghazipur District (A Special Reference To Soft Drink - Coca Cola)

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A Study On Marketing Strategies Adopted by Fast Moving Consumer Goods Company in Areas of Ghazipur District (A Special Reference To Soft Drink - Coca Cola)

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Q9- Are you satisfied with the schemes of the company?