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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

TOWHOMSOEVERITMAYCONCERN
ThisistocertifythatMr.SHASHANKMISHRAastudentofMBAIIIrdsemester,hasdoneher
researchprojectReport.TheprojectentitledStudyofREDconceptandMarketshareofcocacola
companyinlucknowcity..embodiestheoriginalworkdonebyherforthepartialfulfillmentofthe
awardofMBAdegree.

Iwishhimallthebestforherfutureendeavor.

Faculty Guide
Ms. Arti Srivastava

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

TOWHOMSOEVERITMAYCONCERN
ThisistocertifythatMr.SHASHANKMISHRAastudentofMBAIIIrdsemester,
has done her research project Report. The project entitled Study of RED
concept and Market Share of Coca cola Company in Lucknow
city .embodiestheoriginalworkdonebyherforthepartialfulfillmentofthe
awardofMBAdegree.
Iwishhimallthebestforherfutureendeavor.
Head
LBSIMDS

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

ACKNOWLEDGEMENT

I take it a matter of great pleasure to submit my research Analyzing the market share
of COCA COLA soft drink Company in Lucknow city I am highly indebted to Mrs.
Tripti Bharthwal, HOD, LBSIMDS for guiding me.

At

last I am thankful to the library of the institution for providing me necessary

material & all those who helped me in completion of my project.

Thanks again to every body.

(SHASHANK MISHRA)

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

Declaration

I, SHASHANK MISHRA,, hereby declare that the following dissertation report titled Study of
RED concept and Market share of coca cola company in Lucknow city is an authentic work done
by me.

The information and data given in this report are true and to the best of my knowledge. I also
acknowledge that I took the help of both primary and secondary data collection through various
available resources.

SHASHANK MISHRA

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

PREFACE

Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened beverages.
Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and2000 ml and
comes in a variety of flavors. It also comes in glass as well as in plasticbottles.5ince so many changes
and transformations are under going ever changing consumer demands, Govt. Policies and innovative
packaging. Then industries are much emphasizingadvertising to increase its sales.
With the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as
"TERRAPACK" has been introduced in the market. The bottled soft drink market has
undergone a marginal decreases in demand After 1994 the eminent re-entry of coca-cola
in Indian soft drink Industry it is heading for two giants war to capture the market. It has introduced
various sharp and efficient tools say tour packages, prizes gift other avenues to enhance social status
and satisfying personal egos also.

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TABLE OF CONTENTS
Page No.
Acknowledgement

Preface

1. Executive summary

10

2. Profile of Coca-Cola India Limited

12

2.1 Core brands in India

15-21

2.2 Advertisement and Punch lines

23-24

2.3 Fabulous facts about Coca cola

30-31

2.4 History of Coca-Cola

32-33

2.5 Coca-Cola India our Vision, Mission

37

2.6 Strategy Adopted coke

38

2.7 Marketing mix

39

2.8 Awards achieved by coca-cola

41

2.11 Carbonated Soft Drink in India.

44

2.9 CSD in Indian Scenario.

46

2.10 Principals of Coca Cola in India.

47

3. Introduction to Project

56

3.1 Objective of study

56

3.2 Research Methodology

57

3.2 Sampling Area

58

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4. Data sorting, Analysis & Interpretation

68-75

5. Brand Wise Market Share.

76-86

6. SWOT, Analysis.

87

5. Facts & Findings

88-90

6. Suggestion

91

6. Limitations of Study

93

7. Recommendations

94

8. Bibliography

95

9. Questionnaire

96-99

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EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an independent
organizations which is H.C.C & B.C.C. with a capital of 350 U.S. $ each by virtue of sellout decision
of the passed managing director Shari. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was there in India
till 1977. In toadys market the Coca-Cola hold a 65% market share that appears to bear concentrated
rush to beg a big share in the soft drink market.
This era is the era of competition. All the companies are competing with each other. They are using
different promotional tools and technique to be the market leader. In beverage industry there are two
major players Coca-Cola and PepsiCo. where Coca-Cola have no.1 position in the world as well as in
India. Company wants to grasp more market share, for that purpose company have launched new
sales promotion concept recently in the market. According to this concept company provides some
tools like Flange, table top, Ariel mobile hanger, three tier racks etc. to the retail outlet to display the
product in outlets. And retailers have to maintain these red elements with coke products in outlets.
This helps in increasing the sale of the products.
Market provides a key to gain actual success only to those companies which match best to the current
environment i.e. imperative which can be delivered what are the people needs and they are ready to
buy at the right time without any delay. It is perfectly true but this also depends on the availability of
good quality products and excellent services, which further attract and add a golden opportunity for
huge sales. This also depends on the good planning approach and provide ample opportunity plus
sufficient amount of products for sales in the coming next financial year.

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This report introduces a brief study of promotion tools &technique of Coca-Cola for retailers. The
study report will provide an opportunity to know retailers psychographic needs, it may provide an
opportunity to the Coca-Cola to frame a good future plan to satisfy maximum needs, taste preferences
of the retailers and established its guiding role in the market of Indira Nagar region , Lucknow.
An Analysis report provides detailed information about prevailing status of promotional tools of
company in the outlets. And which channels need to focus more so that company can meet with its
desired destination. Thus the company has to prepare itself to meet the market challenge by making
adjustment in its new strategy and promotions activities.

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INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA
till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Sprite, Limca, Fanta, Maza & etc)
hold a 65% market share that appears to bear concentrated rush to beg a big share in the soft drink
market.
Various national & multinational firms are engaged in soft drink market due to increase in its demand
day by day. As far as INDIA soft drink market is concerned there are major companys engaged
having a big completion to capture the soft drink market are namely Coca-Cola & Pepsi. While
Campa Cola & many local colas still notice in the Indian Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft drink
industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke.
Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on
advertising.
During Second World War Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was
started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce,
poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for
merchandising. He and his staff recognized that the main hope lay transforming Pepsi
From a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed substantially.
These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

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In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely
known, accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when
the Indian
Government banned it due to strong resentment against multinational companys Coca-Cola was relaunched again in India in September 1993 at HATHRAS near Agra. The India people welcomed
the come back of their most loved Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,

Gold

Spot, Limca, Citra, Maaza, Soda.


Soft drink industry is one of the fastest growing industries in India. The basic idea behind the
rapid growth of this industry is due to following reasons:
1.

The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.

2.

The basic ideology of these two giants is to promote soft drinks as a food item in India hold.

3.

The long hot summers in India have increased the consumption of soft drinks.

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COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking
product among Indians. The Coca-Cola in India has setup an independent organizations which is
H.C.C & B.C.C with a capital of 350 U.S. $ each by virtue of sellout decision of the passed managing
director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Naziabad took the complete possession of this plant,
land, machinery, & intellectuals on February 14 1998 and since then H.C.C, looking after all its
affairs under company owned bottling plant to establish integrated marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has
more sophisticated equipments, then the plant at Naziabad.

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CORE BRANDS:
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired
trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flowered drink made its U.S debut, using

Sprite Boy as

inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for
Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the worlds most popular
lemon-lime soft drink.

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Fanta :

The name fanta was first registered as a trademark in Germany in 1941 ,when it

was used for a few year for a soft drink created from available
materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for
the: fanta orange drink we know today. It is now the trademark name for a line of flavored
drinks around the world.

Diet coke:

The extension of the coca-cola name began in 1982 with the introduction of diet

coke (also called coca-cola light in some countries). Diet cokes quickly become the number one
selling low calorie soft drink in the world.

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GEORGIA COFFEE
During the journey of the company towards its vision, leading the beverage revolution in India now
even garam matlab coca-cola a hot new launched from coca-cola in India.

Georgia quality tea and coffee served from state of the art vending machines is positioned at tap into
the nations biggest beverage category. Georgia Gold is delicious tasting of fresh coffee; currently
available exclusively at McDonalds outlets across the country Georgia Gold has driven the sales
through the roof. The success from hot beverage from Georgia Gold has resulted in extension into the
cold category with the introduction of ice tea and cold coffee.

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KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with alcohol and used by adults.

KINLEY WATER
Boond Boond Mein Vishwas
Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. Ritual
purifier that cleanses, purifies, transforms, water the most basic need of life the very sustenance of
life, a celebration of life itself.

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The importance of water can never be understated particularly in a nation such as India when water
governs the lives of the million, be it part of everyday ritual or as the monsoon which gives life to the
sub-continent.
KINLEY water understands the important and value of this life giving force KINLEY Water thus
promises water that is as pure as it meant to be water you can trust to be truly safe and pure.

MINUTE MAID
In Minute maid pulpy orange cold drink no gas only based on orange juice. It is a non-aerated soft
drink and market competitor of Tropicana Twister.

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BRAND IN INDIAN ORIGIN

GOLD SPOT:

this orange cardonate soft drink was introduced in the early 1950c, and

acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA:

It is thirst-quenching beverage features a fresh and light lemon-lime taste and

lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola
company in 1993.

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MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non
carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP:

in 1993, the coca-cola company acquired this brand, which was originally

introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

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BRANDS WIH ITS LOGO

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936

Its The Refreshing Thing To Do.

1942

Its the Real Thing.

1943

Global High Sign.

1959

Be Really Refreshed.

1962

Thing Go Better With Coke.

1969

Its the Real Thing.

1970

I`D Like To Buy The World A Coke .

1976

Coke Add Life.

1982

Coke Is It.

1986

Catch The Wave.

1989

You Cant Beat the Feeling.

1993

Always Coca-Cola

1998

Eat Music, Sleep Music, And Drink Only Coca-Cola.

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1999

Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000

I Want Hritik And I Want Coke.

2001

Jo Chaho Ho Jai Coca Cola Enjoy

2002

Thanda Matlab Coca-Cola

2003

Jiyo Thanda Piyo Thanda .

CONSUMER CHOICE AT A GLANCE

Coca-Cola --------------------------- Mainly preferred by the Youngster & Kids.


Thums-Up --------------------------- Youngster.
Limca -------------------------------- Common Drink.
Fanta --------------------------------- Basically Preferred by Ladies and Kids.
Maaza ------------------------------- Also Ladies and Kids.
Sprite -------------------------------- Not clearly defines.
Kinley Soda ------------------------ Mostly those who consume liquor.
Georgia ------------------------------ Premium class people.
Minute Maid Pulpy ---------------- Common Juice

BRANDS TAGLINE
ThumsUp

Taste the thunder

Cocacola

Open happiness

Sprite

Seedhi baat no bakwaas , clear hai

Limca

Fresh ho jao
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Fanta
Go bite
Maaza

asli aam ka maza

MMNF

ghar jaisa nimbu pani

BRAND AMBASSDORS
ThumsUp -Akshay Kumar
Cocacola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia Dsouza
Limca Hritisha Bhatt

ADVERTISING
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.

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BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (Right) for PepsiCos Mirinda,Genelia Dsouza (Left) for CocaColas Fanta

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Tennis star Sania Mirza for Sprite

Bollywood star Aamir Khan for Coke

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Bollywood star Akshay kumar for ThumsUp

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

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Hrishita Bhatt with Limca

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FACTS
The worlds largest spherical coca-cola sign is in Nagoya, Japan a top the dial Nagoya building
in front of the Nagoya railway station. The sing is a double sphere constructed from more then 46
tone of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape
features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with
twinkling planets and stars.

One of the worlds largest signs for coca-cola is located on a hill called ELHACHA in

America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles.

1.

The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.

2.

Coca-cola is one of the worlds most recognizable trademarks recognized in countries that
account for 98 percent of the worlds population.

3.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42 gallons for
each person.

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4.

If all the coca-cola ever produced were in 8 ounce bottles, placed side by side and end to
end to from a lane highway, it would wrap around the earth 82 times.

5.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105
million gallons per second instead of water, the falls would flow for about a day and a half
38 hours and 46 minutes.

6.

the largest representation of the worlds best known package 100 foot tall glass contour
bottle is located at world of coca-cola LOS VEGAQS

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HISTORY
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it was May
1861 when the pharmacist concocted a caramel colored syrup in threelegged brass kettle in his
backyard. He first distributed the new product by carrying Coca-Cola in a jug cown enjoys in a glass
of Coca-Cola 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. Pembertons Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned as
Coca-Cola in the unique flowing script that is still famous worldwide today.
Dr. Pembertons 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. For his efforts,
Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a
G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the
Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped to expand the
consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six
decades of leadership took the business of commercial success making Coca-Cola an institution the
world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of
Mississippi was looking for awry to serve refreshing beverages. He responded to this demand began
offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.

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HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16
years.

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 operation of beverages

In July 1997 the holding company was permitted by the government to operationally its bottling
subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution
centers across India.

In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing
demand for its wide portfolio of beverage.

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THE COCA-COLA PROMISE


The coca-cola companies exist to benefits and refresh every one it touches. The basic proposition
of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our
stakeholders then we successfully nurture and protect our brand, particularly coca-cola. That is the
key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four
business.

More then a billion times every day, thirsty people around the world reach for coca-cola products for
refreshment. They deserve the highest
Quality every time. Our promise to deliver that quality is the most important promise we make. and
it involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor
and retailers whose success is paramount to our own. Our investment in local communities in over
200 countries totals billions of dollars in jobs, facilities, marketing, the purchase of local good and
services, and local business partnership. Always and every where , we pursue continuous innovation
in the products we offer the processes we use to make them, the package we develop and the way we
bring them to market .

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YOUR HEALTH AND OUR BEVERAGES


There is growing confusion about what constitutes a health diet. With so mush conflicting
information available about health and nutrition, it can be very difficult to determine what is accurate
and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet
incorporates the basic principles of variety, balance and moderation without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone health

The sugar in soft drinks does not cause children to be hyperactive.


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The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many fruit juices

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COCA-COLA INDIA-OUR VISION


Provide exceptional strategic leadership on the Coca-Cola India system, resulting in customer
preference and loyalty, through Coca-Colas commitment to them and in a highly profitable CocaCola corporate branded beverages system.

THE COCA-COLA-MISSION
THE BEST GLOBAL COMPANY
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and values to
its customers, through world wide system of superior brands and services, thus increasing brand
equity on a global basis, create consumer products, services and communications, customer service
and bottling strategies, process and tools in order to create competitive advantage and deliver superior
value.

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Coca Colas Globalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume and80 percent
of its profit come from outside the United State Of America. Although it was perceived as a
standardized brand across the world, Coca Cola had been quietly fine turning its international
marketing strategies to suit the needs of individual national markets. Only the brands Coca-Cola,
Sprite and Fanta were marketed globally.

In Latin American and Europe, where a heavy consumer preferred existed for lemon lime and orange
sodas. Coke had developed a wide range of formulations and flavors to cater the needs of different
countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which had been
carefully developed to suit local preferences.

In Japan, Coca-Cola had added a coffee drink called Georgia and energy healthy drink named
Aquarius to its product line.
In India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993.

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MARKETING MIX & STRATEGY:

Marketing mix of any organization consists of 4 Ps i.e. Product, price, place and promotion having
its own significance, that varies from one organization to the other. in coca cola the information
about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given in the
table. Product strategy of the coca-cola is to promote all brands available in the brand packs and to
introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as
done for the different product of the company, company has priced the product same as that of its
major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located at Gurgaon
in Haryana . It governs the working of five zones covering whole India these zones are north zone ,
eastern zone , western zone , southern zone and Andhra Pradesh zone . These zones are divided in
to various. Plant, which govern the area assigned to them. The area is the various distribution centers
called distributors and C&F agents. Then come the retailers / customer for the companys product,

They receive well from distributor and c&f agent. Finally consumer is there, having the product from
the consumers shops or delivered to their home, it is more clearly visible through this chart. The
coca-cola company, which gave its reach to the mouth of billion of people all around the world
having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network is the
biggest strength of the company.

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PROMOTION: this past of the marketing is playing a very vital and important role in the
current situation in India . Looking at the competition and promotion and advertising budget of both
the companies coca-cola and Pepsi, one can easily estimate the importance of this. The promotion
mix of coca-cola is divided in to top line promotion and below the line promotion.
Top line promotion includes the promotion designed and done by the companys corporate office of
Gorgon and the office of Bombay T.V ads , design of banner , and other p-s done by the company
simultaneously all around India with no difference in designs etc fall in this category . Below the
line promotion includes the promotion schemes, publicity material, POS display done by the
company from zonal, plant, sale manager and area sales manager level. At the sales manager and area
sales manager level the promotion done exclusively for the cities in their respective area and other
POS display.

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AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
Golden Peacock Environment Management Award 2004
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious Golden Peacock
Environment Management Award 2004 (GPEMA- 2004) for excellent environment practices and
effective control of environmental impact.
The Dasna unit won this award in the Food & Beverage Industry category for its environment
practices among hundreds of entries received from across the country. The annual award winner is
decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a
team of experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, We
are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and
enhance the environment and this simple belief guides us in everything that we do. We will continue
to further improve our systems and are confident of making a significant positive impact on

our

environment in times to come.


The award will be formally presented to the company shortly by Institute of Directors, an
independent body that recognizes the achievements of manufacturing units under the categories of
Environment, Quality and Corporate Governance, in association with World Environment Foundation
(WEF), at an official function during the 6th World Congress on Environment Management.

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The Dasna plant achieved this distinction by adhering to The Coca-Cola Companys internal global
quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers
environment management, but also takes into consideration other business aspects such as safety and
loss Prevention (SLP), product quality, packaging quality, process capability improvement and
customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the
internationally reputed ISO 14001 System, has also enabled all the company-owned bottling plants in
the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plants compliance with a WEF
prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004
during which several environmental performance indicators were monitored and evaluated according
to WEFs stringent parameters: energy use, water use, wastewater discharge, compliance with
Government regulations and resource utilization.

GPEMA has been instituted by the Institute of Directors in association with World Environment
Foundation (WEF) and is designed to encourage and recognize effective implementation of
environment management system. The award is given both in manufacturing and service sectors.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

All India Division COBOs are now ISO 14001


certified

All 25 of the India Divisions Company-owned bottling plants have gained the international
standard ISO 14001 Environment Management System certificate.

.The ISO 14001 certificate is the internationally recognized standard of Environmental


Management.

A company must demonstrate management commitment, the total involvement of all employees
and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

CARBONATED SOFT DRINK (CSD) INDUSTRY


Industry Structure:There are three major participants in the production-carbonated soft drinks.

They are concentrate producers for example roughly one half if

Pepsi colas sale are through

company owned bottles ; the remaining volume is sold through franchises bottles line of soft drink in
a defined territory , and not allowed to market to market a directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are supermarkets, convenience store,
vending machines fountain service, and thousand of small outlet. Soft drinks are typically sold in
glass bottle and in plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated water for
immediate sales.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

ADVERTISEMENT AGENCY:
In the year 1991, coca-cola went for more creative advertisements and split the $ 200million ad
account between Mr.CAAN ERICKSON and CREATIVE ARTIST AGENCY (CAA) presently
howler. Chaitra leo burnett handles the cokes account.
India scenario : managing the ad account earlier with a very creative desirer ting, McCann Erickson
managing the to bring out the coca-cola ad watchers with an Annus Indies description for the year
1988 the year that the Atlanta brand started moving on the thesis that. In the once thunder
struck and then choice arms reach.
Or getting wall to look red but also about getting the brands massage right through the cortex onto
the mind the young India mind.}

(46)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

SOFT DRINK MARKET INDIA SCENARIO


India soft drink industry is witnessing a boom time. Its growth rate is around 20% with which
such growth rate, volume could reach billion crates with in 10 years. Three major multinational
companies are fighting to grab a major chunk of business from Indian markets. These three coca-cola,
Pepsi, Cadbury. All of these companies have seen an enormous potential in this country.
Consequently, by world standard, Indian per capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up. Soft drink
industries has already seen and estimated sale of around 240 million crates higher then last years sale
of 204 million in 1998. The Main reason for such a high growth rate heightened competition between
coca-cola and Pepsi, Cadbury, bring a new entrant is for behind.
India is actually more vivid in taste and preference then any other country market. Delhi jar
instance, account for about 20% of total soft consumption in term of sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing day to
day. This actually means that there is just one soft drink retailer on a population of 37,600, which is
far below the international standard. Where as Philippines has one soft drink retail counter over a
population of 150 people i.e. 4, 00,000 outlets on a population of 60 million.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

PRINCIPLES OF COCA-COLA INDIA

1. We will conduct ourselves and business activates with the highest standard of honestly
integrity, and professionalism.
2. We will recognize the positive contributions that we make individual and team member to
produce our business success.
3. We will recognize the positives contribution that we makes individual and term member to
produce our business success.
4. We will encourage a learning environment where the people can constantly grow developed
and contribute.
5. We will strive for excellence and seek continue improvement in everything we do.
6. We will respect the entire stake holder, including employees and suppliers and instill them
with a person to deliver the highest employees and suppliers and instill them with a passion to
deliver the highest quality good and services.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

POLICY

The Coca-Cola Company exists to benefit and refresh everyone it touches.


For us, Quality is more than just something we taste or see or measure. It shows in our every action.
We relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality
promise in the marketplace is our highest business objective and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because Coca-Cola
is...
The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

(49)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

STRATEGY ADOPTED BY COCA-COLA TO INCREASE


THE NUMBER OF CONSUMERS
The 4 A's is the underlying strategy for meeting company goals to increase no. of consumers. The 4
A's are: -

Availability: To increase the availability of Coca-Cola products in an improved or


innovative new Packaging, dispensing systems, distribution systems, marketing programs and
training and development programs.

Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.

Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends
on the likings, taste and preferences of the target audience. Acceptability can also be
increased through advertising, sponsorships, promotions; youth market activities,
community programs and other activities.

Activation: This refers to display and activate all marketing elements in the shop what ever
company has given to the out let,s owner.

(50)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

Coca-Cola is using the following marketing strategy to reach its target customer and to grasp more
market share in India.

Focus on availability of products in market.


Coke products visible for consumers.
More focus in rural area.
Extra focus on monopoly outlets.
Aggressive rural area advertisement.
Social festival in rural areas.
More focus on villages.
Focus on availability of products in outlets
Distribution of product according locality.
Regular market vigilance by market developer.

Focus on availability of products in market.


Coca-Cola works on dikhega to bikega philosophy. This is the main formula of the marketing
strategy of each company. So availability of product in the market is clear. For this reason market
developer daily come in market to check their product availability.

Focus on availability of products in outlets.


There is big difference between the availability of products in market & outlets. Coca-Cola want that
their product displayed in each outlet in market so it is important that the product first available in
market after than it put on outlets.

Focus on visibility of coke product in outlet

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


The aim of Coca-Cola is that its product should be visible for the customers so company gives to
retailers racks so many display items. Now a days the company is giving visi-cooler to retailers for
visible their chilled product in market for more sales.

More focus in rural area.


The rural market is a significant part of our sales promotional discount scheme which is enabling
retailers link with our product.
In 2000 the Coca-Cola India spokes women Nantoo Banerjee said that The real market in India is
the rural market. If u can crack it, there is tremendous potential. CCI begin focus on rural areas after
2000 in order to increase volumes. This decision is giving a huge size & potential market to company.
It is clear that CCI would have shifted its focus to rural market.
THANDA Goes to rural
In early 2002 CCI launched a new advertising campaign for attract more rural consumers. The aids
with India leading Hollywood star Amir Khan with movie of lagan. The tag line of aid is (Thanda
Matlab Coca-Cola)

Regular market vigilance by market developer


To know the position of Cokes product in the market coca-cola appoint some executive those go in
market & check availability, visibility of product, take care companies assets, check visicooler and
talk to shopkeeper & take feedback about their product.

Distribution of product according locality


.Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold
in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like
railway station bus stand are consider in this category and place which have low selling where
company gives small schemes to the shopkeeper.

Extra focus on monopoly outlets


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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Outlets which only sales coca-cola product and gives good sale to company are consider in this
category company gives extra schemes, discount and other gift to these shops and tries to keep them
happy and make long relationship. Problem of these kinds of outlets resolve as soon as possible.

Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different
schemes and advertises them with electronic and print media. These advertisements build Brand
image and establish awareness. Brand ambassador play an important role. Brand ambassador
encourage the today youth to trust their instincts, influence them. Successful advertisement
campaigns like Taaza mango, maaza mango and Botal mein aam, maaza hai naam. Help lot to
make market image of maaza. Coca-cola advertising came again Jo Chaho Ho Jaye & Life Ho Toh
Aisi were very popular & had entered in youth vocabulary. In 2002 company launched the campaign
Thanda Matlab Coca-Cola which is sky rocket the brand to make. Coca-Cola lunched so many
advertising for rural market capture Amir Khans aid Oye soniyo Thanda piyo

Social festivals in rural areas


Coca-Cola Company time to time introduced rural social festival. In 2007 company launched
JALASA programmed in so many rural areas like RINGUS, RENWAL, CHOMU, PHULERA, for
take attention of the consumers.

Focus on villages
Now coca-cola considers more on villages after semi urban areas. Company is making now a days
strategies for villages because they know India leave in Villages.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

DISTRUBTION SYSTEM OF PRODUCTS IN MARKET


Distribution of products is main point of the marketing strategy of the companies. How the product
distribute in market as much as possible. Coca-Cola India distributes its product in market from its
warehouse in two types.
1. Direct route.
2. Indirect route.
DIRECT ROUTE
Where company supply its products in market by company route or its agent route by company
owned delivery vans. In Lucknow City Company have direct route.
INDIRECT ROUTE
Indirect routes are those in which Coca-Cola products are supplied to its distributers appointed in
different areas. Then distributers distribute products in market by their own tempo or vehicle. Total
number of indirect routs in Lucknow rural region is more then 100.

PROMOTION BY THE COMPANY


All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall painting,
S.G.A.s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in
advertisement Budget.

Radio.
T.V.
Hoardings.
Road signs.
Sticker.
Neon light.

Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Sponsoring local events.

ADVERTISEMENTS TARGETED BY COKE


To target various consumer segment of soft drink different add featuring cricket star, cine star, pop
star have been created.
1. Lisa Ray (famous model) in a very interesting add which featuring him bathing with sprite having
a catching line Sprite bujhaye asli pyass baki sab bakwaas.
2. Another cola drink from coke i.e. Thums Up.
3. Fanta advertisement showing children having lines Bold Ho Jao
4. A family giving new look to Maaza Taaza Mango.
5. Amir Khan in the advertisement on Mini Coke it is very interesting and Romantic advertisement.
6. Diet Coke the exiting adds. On the pool with fall swing calling Taste the Power of One Calorie.
7. Amir Khan & Aishwarya Rai (both cine stars), which targeted younger generation. This
advertisement contained imagery of rugged and romantic for 330 ml of coke theme Coca-Cola Ho
Jay.
8. Limca leaving its old image of Lime-n-Lemoni drink has been shown as in the advertisement
featuring Shaif Ali Khan, a drink that could just change the mood at time of disappointment lines.
Gala Gaya Sookh Limca Key Liye Ruk.
SALES PROMOTION TECHNIQUES OF COMPANY
Good Advertising.
Effective Incentive Policy.
Quality.

Wide & Deep Distribution System.


Attractive packaging.
Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, and Chairs etc.) to retailers.
Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS


With every 1-2 crates purchased daily or alternatively an icebox is provided.
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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


For an average consumption of 5-6 crates a visi-cooler of 4crates.
For a purchase of 7-8 crates daily visi-cooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visi-cooler or deep fridge is provided. With each chilling
equipment, one stabilizer is provided it may be of 1 KV or 5 KV

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

OBJECTIVES OF STUDY
OBJECTIVE OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the dealers.

2. To find out the retailers response regarding the various promotion schemes of Coca-Cola
and to judge to judge its impact on retailers.

3. To make an overall assessment of specified market to provide a better promotional scheme


for the dealers.

4. To draw a comparative analysis of promotional schemes.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

RESEARCH METHODOLOGY
Problem Definition: - Identification of those retailers who are not satisfied with
promotional schemes of Coca-Colas

Sources of Data: - Primary, The study was conducted with the help of specified format
of the company. All the comparison was made wholly depending on information gathered
first hand.

Research Instruments: - Observation and asking questions according to the provided


format for the retailers.

Primary Data: Collected materials from direct market place.


Collected data from survey

Secondary Data: Datas collected from net and from old report

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

Sample Area: To conduct the study of my project, i choose the region of Indira Nagar, lucknow.
TOTAL 50, OUTLETS,

MUNSHIPULIA

SARVODAY
NAGAR

RAVINRAPALLI

BHOOTNATH

LUCKNOW
CITY

LEKHRAJ MARKET

B-BLOCK

C-BLOCK

BANSHAL COMPLEX

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

FACTOR ANALYSIS
R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey, Company has hired the
person from A.C. NIELSON one of the best survey company. This survey gets done once in a month.
R.E.D is the set of norms divided into outlet wise.

ABOUT THE R.E.D SURVEY


The survey named as R.E.D. (Right Execution Daily). The survey has been conducted to check the
cooler management, availability of products & activation of coca-cola in various outlets.

The survey was based on the following steps: Firstly, I have to check the activation, which is a very important because activation helps to boost the
sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly
combo boards are given to the E&D outlets. And these are very helpful in attracting the customers.
Rack with header is provided to the Grocery outlets.
Secondly, I have to check elements like table top, three tier racks, and ailed mobile hanger which
have been provided, are fully charged with coke products or not .
Then I have to find out that these elements are easily visible to the public or not.

MARKET SEGMENTATION MODEL OF COCA-COLA


Right Execution Daily (R.E.D) is the segmentation of outlets as Channel, Class, and Income. Let us
know what are the Channel, Class, and Income respectively.
Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel cluster.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

SEGMENTATION
CHANNEL CLUSTER
Grocery
Eating&Drinking
Convenience

LOCALITY INCOME
High
Medium
Low

TYPES OF OUTLETS
CHANNEL TYPEGrocery:-

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OUTLET VOLUME
Diamond
Gold
Silver

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Outlets which primarily engaged in retailing of food and various household items, It include
neighborhood outlet stoking provisions, edible & general household items of daily usages E.G.,
commodities like flour, pulses, rice & branded household items like toothpaste, mosquito oil, soap
etc

CHANNEL TYPEEating and Drinking (E&D)

Outlets selling items to eat which are being cooked within outlet, made at the outlet & possibility
consume in outlet. They may have place of sitting. It includes QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

CHANNEL TYPEConvenience:-

It includes outlets which are small stores or shops generally accessible locally. These are often located
along side busy roads. It includes Chemists shop/STD booths/Pan Bidi shops etc

E & D includes flowing outlets:Fast Food: - Self service with limited menu.
Pubs: - Outlets selling alcoholic beverages & snack items. It May be open till late at nights or 24
hrs.

Dhabas: - Situated on roadside & market places catering cost effective Indian food.
Convenience includes:

Pan shop: - Semi- temporary kiosk located near the road side selling Cigarettes, beverages and
other confectionary items.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Outlet at petrol pump: - Convenience outlets selling top up items, may be open till late at nights
or 24 hrs.

Travel & convenience kiosks: - Permanent kiosks within the airports/ railways/ bus stand
premises (inside or outside) selling only beverages or a food & beverage kiosks.

PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the Pre-Sale the company takes order
one day before and accordingly company delivers their products for each route.

MARKET EXCUTION (Activation) STANDARDS OF COCA-COLA


Standards for different types of outlets
ACTIVATION ELEMENTS FOR
GROCERY:

3 Tier Rack.
1 Tier Rack.
Aerial Mobile Hanger.
Table Top Display.
Self Display

EATING & DRINKING Combo Element.


Menu Boards.
Menu card.

CONVENIENCE
Shelf Display
Table Top Rack.
Aerial Mobile Hanger

ESSENTAIL ELEMENTS FOR ALL CHANNELS


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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Price Strips.
Shelf Display
Cooler Door Tray.
G.S Board / DPS.
Bottle Neck Header.
Crate Wrap.
Non-Lit Flange.
Standee.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

HYPOTHESIS TESTING
1) Hypothesis:
(A) Null hypothesis (Ho): The coke has more consumption then Pepsi.
(B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.
(C) Let the level of significance is () = 5% in testing the hypothesis since the
Test is two tailed is Z=+-1.96
TEST FORMULA
Z= P1-P2
PQ [1+ 1]
n1 n2
P= n1P1 +n2P2
n1+n2
Q= (1-P)
Where
P-Total population proportion of Coke & Pepsi
P1-Sample proportion of coke
P2-Sample proportion of Pepsi
n1- sample size of coke
n2- sample size of Pepsi
After calculated value is Z=1.34 which is less then calculated from the table
Z=1.96 hence null hypothesis is accepted.

CONCLUSION The coke product is more consumption then Pepsi.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

2) Hypothesis
(A)Null hypothesis (H0 ):The market share of coke is higher than Pepsi.
(B)Alternate Hypothesis (H1): . The market share of coke is not higher than Pepsi.
(C)Let the level of significance is()= 5% which the hypothesis is tested.
FORMULA
Z = P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value is less then value calculated from the table that is 1.96,
So the null Hypothesis is accepted.
CONLUSION- The Market share of coke is higher than Pepsi

3) Hypothesis:
(A)Null hypothesis (H0 ):Presale is good for the company.
(B)Alternate Hypothesis (H1): Presale is not good for the company
(C)Let the level of significance is ()= 5% which the hypothesis is tested.
FORMULA
Z = P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value (1.56) is less than the value calculated from the table thatis 1.96 hence
hypothesis is accepted.

Conclusion Presale is good for the company.

(67)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

CONCLUSION
RED is a worldwide project of COCA COLA Company. This project 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 Visi-cooler 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

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

DATA ANALYSIS AND INTERPRETATION

SOFT DRINK PACKS AVAILABLE IN MARKET

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

NUMERIC AVAILABILITY OF ALL PACKS

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

NUMERIC AVAILABILITY OF ALL PACKS IN %

120%
100%
92%
100%
80%
60% 40%
40%
40%
24%
16% 12%
15% 20%
8%
7%
7%
20%
0%
COKE

PEPSI

ANALYSIS:Total numeric availability of Coca Cola company % is-100%


Total numeric availability of Pepsi Company % is- 99%

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Series1
Series2
Series3
Series4
Series5
Series6

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


INFERENCE:From the study it is clear that Coca Cola India has the greater numeric availability when compared to
its archrival Pepsi Co.

MARKET SHARE OF 200ML PACKES:


Name of The Company
Coca Cola
Pepsi

% of Market Share
60
40

ANALYSIS:Coke has 60 % of the market share in 200ml pack.


Pepsi has 40 %of the market share in 200ml pack.
INFERENCE:From the study it is clear that Coca Cola is the market leader in 200 ml pack with near about doubled
market share.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

MARKET SHARE OF 250ML PACK:-

Name of The Company


Coca Cola

% of Market Share
60%

Pepsi
TOTAL

40%
100%

ANALYSIS:Coke has 60 % of the market share in 250ml pack.


Pepsi has 40 % of the market share in 250ml pack.

INFERENCE:From the study it is clear that Pepsi is having greater market share in 250 ml pack.

MARKET SHARE OF 300ML PACKS:(73)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

Name of The Company

% of Market Share

Coca Cola

65%

Pepsi

35%

ANALYSIS:Coke has 65% of the market share in 300ml pack.


Pepsi has 35% of the market share in 300ml pack.

INFERENCE:It is clear from the study that Coca Cola is leading in the market share of 300 ml packs.

MARKET SHARE OF 600 ML PACK:(74)

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

Name of The Company


Coca Cola
Pepsi

% of Market Share
60%
40%

ANALYSIS:Coke captures 60% of the market share in 500ml pack.


Pepsi captures 40% of the market share in 500ml pack.

INFERENCE:From the study it is clear that Coca Cola India captured the major part of market in 500 ml pack.

MARKET SHARE OF 2000 ML PACK

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Name of The Company
Coca Cola
Pepsi

% of Market Share
45%
55%

MARKET ANALYSIS OF 2000 ML PACK


Coca
Cola
45%

Pepsi
55%

Coca Cola

Pepsi

ANALYSIS:Coke captures 45 % of the market share in 2000ml pack.


Pepsi capture 55 % of the market share in 2000ml pack.

INFERENCE:From the study it is clear that Pepsi is leading in market of 2000 ml pack.

BRAND WISE MARKET SHARE


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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

MARKET SHARE OF COLA SEGMENTIN %


PEPSICO

COCA COLA

PEPSI

COKE

10

15

THUMS UP
75

ANALYSIS:90 % of the segment belongs to Coke & Thums up, which is manufactured by Coca Cola India.
10 % of the segment belongs to Pepsi Cola, Which is manufactured by Pepsi Co.

INFERENCE:From the study it is clear that major market share in Cola segment belongs to Coca Cola India. Which
include market share of Coke with 90 % and thums up with 10 %.

MARKET SHARE OF ORENGE SEGMENT IN %:-

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


PEPSICO
MIRINDA
57%

COCA COLA
FANTA
43%

ANALYSIS:Mirinda has 57 % market share.


Fanta has 43 % market share.

INFERENCE:It is clear by the study that Pepsi Co manufactured drink MIRINDA is the market leader in orange
segment of soft drink with a market share of 57 % when compared to FANTA, Which have 43 % of
market share.

MARKET SHARE OF CLOUDY LEMON SEGMENT

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


PEPSICO
COCA COLA
MIRINDA
LIMCA
10

90

ANALYSIS:Limca has market share 90 % of market share.


Mirinda Lime has 10 % of market share.

INFERENCE:From the study it is clear that Cola India is market leader in the cloudy lemon segment with 90 %
when compared to 10% market share of its competitors.

SHARE OF CLEAR LEMON SEGMENT:-

COCA COLA

PEPSICO
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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


SPRITE
MOUNTAIN DEW
40
50

7UP
10

ANALYSIS:60 % Market share is belongs to 7up & Mountain Dew.


40 % Market share is belongs to Sprite.

INFERENCE:-

It is clear from that the study that Pepsi co. has major market share in clear lemon market segment
with 100 % which include the market share of 7Up with 10 % & Mountain Dew with 50 % when
compared to sprite which is manufactured by Coca Cola India and has 40 % of the market share.

MARKET SHARE OF NCSD BRAND (MANGO FLAVOR):COCA COLA

PEPSI

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


MAAZA
SLICE
60%

40%

Mango Flavor
60
40
20
MAAZA

SLICE

ANALYSIS:40 % Market share belongs to Slice.


60 % market share belongs to Maaza

INFERENCE:-From the study it is clear that--NCSD brand of Coca Cola India MAAZA is leading in the market.
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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

OVER ALL CSD MARKET SHARE IN KANPUR CITY


NAME OF THE

COCA COLA INDIA

COMPANY
No. of the crates
% of market share

25000,
70%

PEPSI CO.
17000
30%

70
70
60
50
40

30

30
20
10
0
Warm

Cool

ANALYSIS:-

65% of the overall market share in CSD Belongs to CocaCola India.


35% of the overall market share in CSD Belongs to Pepsi Co.
INFERENCE:From the study it is clear that Coca Cola India has the major market share with 65% when compared
to Pepsi Co. which has 35% market share.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

INDIVIDUAL PACK CONTRIBUTION IN COCA-COLA MARKET


SHARE

BRANDS

% CONTRIBUTION

THUMS UP

45%

COKE

3%

SPRITE

25%

LIMCA

10%

FANTA

10%

MAAZA

7%

TOTAL

100%

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

MARKET SHARE

BRANDS

7
4
1
0% 20% 40% 60% 80% 100%
VALUE

ANALYSIS:-

Contribution of Thums up in over all market share of CocaCola India is

45 % Indian

market.

Contribution of Coke in over all market share of Coca Cola India is 3 %.


Contribution of Sprite in over all market share of Coca-Cola India is the 25 % of market.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


Contribution of Limca in over all market share of Coca-Cola India is 10%.

Contribution of Fanta in over all market share of Coca Cola India is 10%.
Contribution of Maaza in over all market share of Coca Cola India is 100%.

INFERENCE:Thums Up leads the over all brand contribution in the market share of Coca Cola India followed by
Coke.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

COKE INDIVIDUAL PACK CONTRIBUTION IN


MARKET SHARE
PACKS
200ML
250ML
300ML
600ML
2000ML
TOTAL

% CONTRIBUTION
45
5
20
20
10
100

ANALYSIS:-

Contribution of 200 ml pack in over all market share of Coca Cola India is 45 %.
Contribution of 250 ml pack in over all market share of Coca Cola India is 5 %.
Contribution of 300 ml pack in over all market share of Coca Cola India is 20 %.
Contribution of 600 ml pack in over all market share of Coca Cola India is 20 %.
Contribution of 2000 ml pack in over all market share of Coca Cola India is 10 %.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

INFERENCE:RGB (returnable glass bottle) i.e. 200 ml , 300 & 600 ml packs are the major sources of contribution
in overall market share of Coca- Cola India.

MARKET SHARE BETWEEN DEW AND SPRITE IN %


COKE

SPRITE

45%

PEPSI

DEW

55%

ANALYSIS:Dew has 55% of total market share.


Sprite has 45% of total market share.

INFERENCE:In present market scenario dew is in deter condition in comparison of sprite.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

PET & RGB RATIO OF COKE IN %


COCA

PET

30%

COLA

RGB

70%

ANALYSIS:In the market RGB 70% & pet is 30%.

INFERENCE:From the analysis we found that RGB is covering 70% of total coke market and PET is covering 30%
of market.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

SWOT ANALYSIS:-

STRENGTH:
Good market penetration.
Motivated channel partner.
Well defined routes.

WEAKNESS:
All brands were not available in at least 80% shops.
Complaint handling was not up to mark.
Supply in certain area is very irregular and also route agents are not covering full
routes( Gumti, Gadereinpurwa.)
Poor signage and display is making the routes week for the sale of Pepsi.
Interpersonal relationship with the company officials and the route agent is not satisfactory.

OPPORTUNITY:
It is observed that in some newly establishing areas many new outlets are opening , Pepsi needs to
concentrate on these new outlets and can gradually increase its sale in these area.
Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix only by
luring them good and efficient supply, glow sign and cooling equipments.

THREATES:
Coke is the only nearest competitor and it is catching up in the market penetration through price
skimming and other promotional scheme.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

FACTS
1. Coca Cola India has the greater numeric availability has compare to its archrival Pepsi
co.
2. Coca Cola India is the market leader to 200 ml pack with near about double market
share.
3. Coca Cola India has greater market share in the 250 ml pack.
4. Coca Cola India is leading in the market share of 300 ml pack.
5. Coca Cola India captures major part of market share.
6. Pepsi Co. is leading in market of 2000 ml pack.
7. Pepsi Co. is market leader in orange segment.
8. Pepsi Co. has the major market share in clear lemon market segment.
9. Coca Cola India is the market leader in the cloudy lemon segment.
10. Pepsi C. has better market share in NCSD brand than Coca Cola India.
11. Coca Cola India has the major market share when compared to Pepsi Co.
12. Major market share in cola segment belongs to Coca Cola India.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


13. Thums up leads the overall brand contribution 9in market share of Coca Cola India
followed by Coke.
14. Returnable Glass Bottle (RGB) i.e. 200 ml, 300 ml & 600
sources of contribution on overall

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market

ml

packs are the major

share of Coca Cola India.

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

FINDINGS
Following are the findings of the survey, which I observed during the survey:

According to analysis Salesman informed more about the promotional schemes as compared
to other.

Cash is more demanding item in market by outlets as because it gives them a financial support
to their business.

The outlets join the schemes to motivate themselves by getting high prize by company.

Coke ahs better condition in comparison of Pepsi in CAD & NCSD both case.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

SUGGETIONS
1. Coca Cola India should concentrate on the sales of the 600 ml & 2000 ml packs.
2. The company can take better promotional measures to lead in NCSD segments.
3. Coca Cola India must try to improve its market share in clear lemon & orange segment.
4. Coca Cola India should launch sales promotional activities with Sprite against Mountain Dew
to capture full market share.
5. It is suggested to have Customer Care Manager for market penetration of Coca Cola India.
6. It is suggested to have different sales promotion tools at different routs.
7. Coca Cola India should provide promotional scheme to its primary customers.
8. Coca Cola India should take some action to stop falls commitment to primary customers as it
is tarnishing the image of company.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

INTERPRETATION

Many retailers joined the schemes to get something back from the coke. This provides to be a
motivating factor for them.

Coke Co. ahs launched a display scheme to SPRITE to enhance the market share of it against
DEW in Lucknow City.

As the figures say that short terms schemes for 6 month gives more time to outlet to achieve
their target.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide the
exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Lucknow was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.

Launching schemes which should act as counter attack schemes for competitors
In order to raise the sales and compete he market the distributor should give some extra
scheme to its retailers.

New frequently scheme should be launched.

In short-term scheme for 6 month should be launched in comparison to other brand.

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

BIBLIOGRAPHY
The Basics of Coca-Cola: Publisher: Coca-Cola Company
Books: (1) Author Name

G.C.Beri

Book Title

Marketing Research

Publisher

Tata Mc-Graw Hill

Pages of Citation

(2) Author Name


Book Title

41, 92, 162, 339


-

Publisher

Philip Kotler

marketing Management
-

Tata Mc-Grew Hill

SITES:
www.google.com
www.coca-colaindia.com
www.thecoca-colaindia.com

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

QUESTIONNARE:
Name of outlet:Contact person:
Address:1. Type of Channel:(a) Eat & Drink (b) Grocery (c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet :(A)

Pepsi

(a) Empty

Coca-Cola

(i)

(i)

(b)Vision/Oya

(ii)

(ii)

(c) Ice box

(iii)

(iii)

(d) Signage

(iv)

(iv)

3. Pack availability of a daily average sale:(B)

Packs

Pepsi

(a)

200ml

(i)

(i)

(b)

300ml

(ii)

(ii)

(c)

500ml

(iii)

(iii)

(D)

2000ml

(IV)

(IV)

(v)

(v)

(E)

Aquafina/Kinley

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Coca-Cola

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

5. Types of Status:
6. Retailer satisfaction equipment:
(i) Which company provides better scheme (V.C\O.Y.A)?
(a)
7.

Pepsi

(b)

Coke (c)

Both

(d)

None

Retailer satisfaction scheme:

(iii)

Which company provides better option for marketing scheme?

(a)

Pepsi

(b)

Coke

(c)

Both

(d)

non

8. Regular satisfaction relationship:


(iii)

Which company officer provides better solutions?

(a)

Pepsi

9.

(b) Coke (c)

Both

(d)

None

Problem (if any):

10. Suggestion (if any):


1, REGARDING OUTLETS
A-

OUTLET ADDRESS:

B-

CONTACT NO:-

C-

STATUS

D-

LEADING BRAND

(a)Thums up

(a) Share

(b) Monopoly

(b) Coke (c) Sprite (d) Limca (e) Fx (f) Maaza

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Hindustan Coca-Cola Marketing Co. Pvt. Ltd.

E-

LEADING PACK IN M.L.

(a) 200

F-

(b) 250

(d) 600 (e) 2000

OUTLET CATEGORY

(a) E & D

G-

(c) 300

(b) CON

(c) GROSSERY

OUTLET CHANNEL

(A)-BRONZE

(B)-SILVER

(C) GOLD

(D) DIMOND

2, INCOME GROUP
LEVELS
(A) HIGH

(B) MEDDLE LEVEL

11. FILLING STATUS


(A) COKE

(B) PEPSI.

12. EMPTY STATUS


(A) COKE

(B) PEPSI.

13. STOKE PET 600\2000ml BOTTEL


(A) COKE

(B) PEPSI.

14. SGA STATUS VCC/CC IN


(A) COKE

(B) PEPSI.

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(C) HIGH LEVEL

Hindustan Coca-Cola Marketing Co. Pvt. Ltd.


15. SALES PER DAY
(A) COKE

(B) PEPSI.

16. VOLUME 2006\2007 IN COKE


17. RATIO BETWEEN
(A) DEW

(B) SPRITE

RETAILOR S SIGNATURE

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