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MARKETING STRATEGY AND INPLEMENTATION OF JUICE
SEGMENT IN THE SYSTEM OF COCA COLA COMPANY
A PROJECT REPORT
Submitted by
ASHUTOSH PANDEY
of
MARKETING
AUGUST 2011
ACKNOWLEDGEMENT
I am sincerely thankful to Mr. Lalit Saxena (Area Sales Manager) under their
guidance I have successfully completed this project. I thank them for their
consent, encouragement, and warm response and for filling every gap with
valuable ideas that has made this project successful.
My heartfelt gratitude also goes out to the staff and employees at Advance
Sales and Services Pvt. Ltd. for having co-operated with me and guided me
throughout the two months of my internship period.
ASHUTOSH PANDEY
DECLARATION
Place: LUCKNOW
Date:
ASHUTOSH PANDEY
PREFACE
PART I
PAGE
Presidents Profile
Introduction about the Company
A Brief Insight-The Beverage Industry in India
The Coca-Cola company
History of company
COCA COLA COMPANY IN LUCKNOW
PART II
2. Objectives of Research
3. LITERATURE REVIEW
4 Research methodology
5 Data COLLECTION
6 JUICE SEGMENT
7. MISSION_VISION
8. Bibliography
10.QUESTIONAIRE
INTRODUCTION
Coca-Cola, the product that has given the world its best-
known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-
Cola Company is the worlds leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The
Companys beverage products comprises of bottled and canned
soft drinks as well as concentrates, syrups and not-ready-to-drink
powder products. In addition to this, it also produces and markets
sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s. Now operating in more
than 200 countries and producing nearly 400 brands, the Coca-
Cola system has successfully applied a simple formula on a global
scale: Provide a moment of refreshment for a small amount of
money- a billion times a day. The Coca-Cola Company and its
network of bottlers comprise the most sophisticated and pervasive
production and distribution system in the world. More than
anything, that system is dedicated to people working long and
hard to sell the products manufactured by the Company. This
unique worldwide system has made The Coca-Cola Company the
worlds premier soft-drink enterprise. From Boston to Beijing, from
Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the
globe. For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every
day.At Coca-Cola, we have a long stable belief that everyone who
touches our business should benefit. Coca-Cola in India provides
extensive support for community programmers across the
country, with a focus on education, health & rain water harvesting.
All key priorities of the Indian government has recognized the
Companys efforts with several awards.
Education: Coca-Cola in India is supporting community based
primary education projects set up to provide educational
opportunities to marginalized children in slum & villages. Till
today, the project have benefited 50 schools, thousands of
students, over 500,000 villagers & over10,000 slum dwellers, as
well as several villages near bottling plants.
Environment: Coca-Cola in India is supporting community based
rainwater harvesting projects in rural & urban areas to help
restore water level & promote community education in way to
conserve natural resources. These initiatives have benefited over
10,000 Delhi residents, as well as local community members, both
in areas surrounding Coca-Cola bottling plants & elsewhere.
Healthcare: Coca-Cola in India is partnering with NGOs as well as
St.Johns Ambulance Brigade (Red Cross) to provide free medical
facilities & information to poor people who cannot afford to visit
hospital facilities. These efforts are helping tens of thousands of
underprivileged people in seven states in India, as well as several
villages near bottling plants.
The company has also supported a range of other national
initiatives, such as a major Polio eradication drive & drought relief
programmers, in addition to support towards the National Cricket
Champion for blinds & National Athletics meetings for the
physically challenge
A BRIEF INSIGHT: THE FMCG INDUSTRY IN INDIA
Spirits and Tobacco; the major players being; ITC, Godfrey, Philips
and UB
Dealers and
agencies
Variou
s
Distric
ts
LITERATURE REVIEW
Control of market share is the key issue in this study. The situation
is both Coke and Pepsi are trying to gain market share in this
beverage market, which is valued at over $30 billion a year. Just
how this is done in such a competitive market is the underlying
issue. The facts are that each company is coming up with new
products and ideas in order to increase their market share. The
creativity and effectiveness of each company's marketing strategy
will ultimately determine the winner with respect to sales, profits,
and customer loyalty. Not only are these two companies
constructing new ways to sell Coke and Pepsi, but they are also
thinking of ways in which to increase market share in other
beverage categories. Although the goal of both companies are
exactly the same, the two companies rely on somewhat different
marketing strategies .Both companies have also relied on finding
new markets, especially in foreign countries. In the foreign
markets, Coke has been more successful than Pepsi. For example,
in Eastern Europe, Pepsi has relied on a barter system that proved
to fail. However, in certain countries that allow direct comparison,
Pepsi has beat Coke. In foreign markets, both companies have
followed the marketing concept by offering products that meet
consumer needs in order to gain market share. Both companies
cannot just sell one product; if they do they will not succeed. They
have to always be creating and updating their marketing plans
and products. The companies must be willing to accommodate
their target markets. Gaining market share occurs when a
company stays one-step ahead of the competition by knowing
what the consumer wants. Apart from this study previous studies
were based on the distribution network and market share of some
of these beverages companies. This study is based on to find out
the market share of coca-cola in some of the areas of Lucknow
city.Pepsi is often second to Coke in terms of sales, but outsells
Coca-Cola in some localities. Around the world, some local brands
do compete with Coke. The Coca-Cola Company purchased
Thums-Up in 1993. As of 2004, Coca-Cola held a 60.9% market-
share in India. Tropicola, a domestic drink, is served in Cuba
instead of Coca-Cola, in which there exists a United States
embargo. Mecca Cola and Qibla Cola, in the Middle East, is a
competitor to Coca-Cola. In Turkey, Cola Turka is a major
competitor to Coca-Cola. In Iran and also many countries of Middle
East, Zam Zam Cola and Parsi Cola are major competitors to Coca-
Cola. Coca-Cola Co. slightly increased its lead over rival Pepsi-Cola
Co. in 2002, thanks to the successful launch of Vanilla Coke and
the growth of Diet Coke, according to U.S. soft drink industry
rankings released last week. Coke gained 0.6 percentage points in
market share and increased its case volume by 2.1 percent,
according to Beverage Digest/Maxwell, a New York-based industry
newsletter and data service. The company captured a larger share
of the market even though its Coke Classic brand fell 0.6
percentage points in market share. Coca-Cola dominates 44.3
percent of the U.S. soft drink market, but saw its market share
drop between 1999 and 2001.In 1993 Coca-Cola re-entered India
after prolonged absences from 1977 to 1993. But Coca-Colas
entry made things even more complicated and the fight became a
three-way battle. That same year, in a move that baffled many,
Parle sold out to Coke for a meagre US$ 60 million (considering
the market share it had). Some assumed Parle had lost the
appetite for a fight against the two largest cola brands; others
surmised that the international brands seemingly endless cash
reserves psyched-out Parle. Either way, it was now Coca-Colas, or
Coke has a habit of killing brands in its portfolio that might
overshadow it. Coca-Cola soon introduced its cola in cans which
was all the rage in India, with Thums Up introduced alongside,
albeit in minuscule numbers. Later Coca-Cola started pulling out
the Thums Up brand which at that time still had more than 30%
market share.
Maaza Ladies and Kids.
PepsiCo and Coca-Cola hold together, a market share of 95% out of which
NO.OF 60.8%
BOTTLES
is heldIN
by Coca-Cola and the rest belongs to Pepsi.
A CASE
PACK
24 300ML
24 200ML
24
12 250ML
1.2 LTR Bibliography
9 2 LITRES
24 600ML
6 1 LTR
WEB-SITES:
www.coca-cola.com
www.coca-colaindia.com
www.wikipedia.com
http://news.bbc.co.uk
www.economictimes.indiatimes.com
www.google.com
www.ask-jeeves.com
www.distributing-company.com
BOOKS:
With the help of the senior executives of the companyan attempt has been made
inorder to define the processes andprocedures followed.With the help of various
marketing websites.
Questionnaire
NAME OF THE SHOP.
ADDRESS
TEL. NO. .
Q2)Why are you not selling the Coca Cola or Pepsi product?
Q3)How many brands are available in your shop in the RGB and PET Bottles?
In RGB
(B)In PET
FANTA MAAZA
YES NO
YES NO
Q8)Are you aware of the various schemes run by the coca cola?
YES NO
YES NO
Distribution Service
Average Bad
Very Bad
COMPLAINTS OR SUGGESTIONS.