“MARKET SHARE AND BRAND AVAILABILITY OF COCA COLA’’

SUBMITTED BYPULKIT CHAWLA A7001909112 MBA-GEN MARKETING and FINANCE

UNDER THE GUIDANCE OF
INDUSTRY GUIDE
MR. VYOM SRIVASTAVA RTM MANAGER, ADVANCE SALES AND SERVICES PVT LTD.

FACULTY GUIDE
MS. NIMISHA KULSHRESHTHA, FACULTY, ABS, Lucknow.

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (200911)

AMITY BUSINESS SCHOOL AMITY UNIVERSITY, UTTAR PRADESH, LUCKNOW
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STUDENT’S DECLARATION

Certified that this report is prepared based on the summer internship project undertaken by me in COCA COLA INDIA from 3rd May 2010 to 27th May 2010, under the able guidance of Ms. Nimisha Kulshreshtha in partial fulfillment of the requirement for award of degree of Master of Business Administration (MBA-G) from Amity University, Uttar Pradesh.

Date:

Signature Pulkit Chawla Student

Signature Ms Nimisha Kulshreshtha Faculty Guide

Signature Professor R. P. Singh Course Director

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FACULTY CERTIFICATE

Forwarded here with a summer internship report on “Market share and Brand Availability of Coca Cola” submitted by PULKIT CHAWLA Enrollment NO. A7001909112, student of MBA (G) 3rd Semester (2009-2011). This project work is partial fulfillment of the requirement for the degree of Master in Business Administration from Amity University Lucknow Campus, Uttar Pradesh.

Ms. NIMISHA KULSHRESHTHA

AMITY UNIVERSITY, LUCKNOW CAMPUS UTTAR PRADESH

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Chairman and CEO MISSION VISION 11-12 13-14 15 15-16 16 17 18 18 18 18 ABOUT THE COMPANY WINNING CULTURE VALUES FOCUS ON THE MARKET WORK SMART ACT LIKE OWNERS BE THE BRAND HISTORY OF COCA COLA History Evolution Of Coca Cola 19 20-30 4|Page . 5 6 7 7 8-9 10 INTRODUCTION TO FMCG Categories Of FMCG Sector INDUSTRY INTRODUCTION TO BEVERAGE INDUSTRY COMPANY PROFILE -COCA COLA A Brief Insight: The Beverage Industry In India Muhtar Kent.TABLE OF CONTENTS ACKNOWLEDGEMENT EXECUTIVE SUMMARY OBJECTIVE Primary Objectives S Secondary Objectives A Brief Insight: The FMCG Industry In India Pg.

Atul Singh.Mr. MARKETING STRATEGIES OF COCA COLA SWOT ANALYSIS QUALITY CUSTOMER SERVICE OVERVIEW DID YOU KNOW? RESEARCH METHODO LOGY Research Objectives Research Design Data Collection Sampling Design 52 53 54 55 56 56 57 58 59-68 69 70 71 72-73 74 DATA ANALYSIS AND FINDINGS LIMITATIONS SUGGESTIONS BIBLIOGRAPHY ANNEXURE QUESTIONAIRE CV LIST OF FIGURES 5|Page . President and CEO Coca Cola Brings Back The Fizz To The India A Healthy Growth To The Indian Economy A Pure Committment To The Indian Economy Creating Enormous Job Opportunities Manufacturing Plant Product Process Product Line Brands Tagline And Ambassdors Competitors Organization Structure Distribution Routes Types Of Outlets Chain Followed From Manufacturer To Distribution Packaging Details USP Schemes Various Taglines 31 32 33 33 33-34 35 36-38 39-40 41-42 43 44 45 46 47 48 48 49-51 COCA COLA INDIA ADVANCE SALES AND SERVICES PVT. LTD.

Ltd.1 • In Black Flavor Figure 8. Figure 6 • SWOT Analysis GRAPHS Figure 7 • Which brand do you sell? Figure 8 • Product Comparison of Coke and Pepsi brands available in RGB and PET bottles Figure 8.3 • In White Flavor Figure 8.4 • In Mango Flavor 6|Page .2 • In Orange Flavour Figure 8.Figure 1 • Comparison Between Sensex and BSE FMCG Sector Figure 2 • Segmentation Of Beverage Industry Figure 3 • Evolution Of Coca Cola Figure 4 • Location Of COBO. FOBO and Contract Packaging in India Figure 5 • Organization Structure of Advance Sales and Services Pvt.

Figure 9 • Brands preferred by Customers Figure 10 • You are having Visi Cooler of which Company? Figure 11 • Purity of Visi Cooler is maintained or not Figure 12 • Market Share Figure 13 • Are you satisfied with the distribution network? Figure 14 • Are you aware of all the day to day schemes provided by the company? Figure 15 • Which company's Advertisement and Publicity level is high in your opinion? Figure 16 • Daily Sales in Cases Figure 17 • Coca Cola should improve upon Figure 18 • How would you rate Coca Cola? ACKNOWLEDGEMENT 7|Page .

encouragement. Nimisha Kulshreshtha (Faculty. support and encouragement throughout my project work. My heartfelt gratitude also goes out to the staff and employees at Advance Sales and Services Pvt. I am sincerely thankful to my Industry Guide Mr. I am also grateful to my faculty guide at Amity University.e. and warm response and for filling every gap with valuable ideas that has made this project successful. Mr. Vyom Srivastava (RTM Manager). Rishad Rizvi (Director. ABS) for her regular guidance. for having co-operated with me and guided me throughout the two months of my internship period. Ltd.I am grateful to the management of Coca-Cola India (ADVANCE SALES AND SERVICES Pvt. Mr. I thank them for their consent. VITAL) and Mr. EXECUTIVE SUMMARY 8|Page . Z. Lucknow i. Lalit Saxena (ASM). for providing me an opportunity to work as a management trainee and helping me to learn about the market products and consumer perception about beverage products of Coca-Cola. Ansari (Sales Executive. VITAL) under their guidance I have successfully completed this project. Ms. Ltd.).

otherwise the consumer may go for substitute. ♣ Diversify offerings outside the non-alcoholic beverage market. The main objective of this study lies in understanding the organization. we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. This project is based on information collected from primary and secondary sources. After the detailed study. In this project. These recommendations include: ♣ Pursuing a multi-pronged marketing strategy ♣ Quality of the products should be improved and the ingredients of the products should be mentioned on the products so that the consumers might be aware of the products they are consuming ♣ The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. dichotomous and offered multiple choices.Coca Cola has come along way since its beginnings. For the study we have taken a sample size of 580 respondents pose non probability sampling technique This work is carried out through self-administered questionnaires. We provide recommendations for CocaCola's marketing efforts as well as product line enhancements. The questions included were opening ended. The findings of the activity have been drawn out in form of graphs and suggestions have been offered there from. an attempt has been made to present comprehensive analysis of Coca cola. leveraging the vast distribution network. from selling nine bottles a day to currently over 800 million. OBJECTIVES 9|Page . as Coca-Cola faces stiff competition and changing consumer tastes.

SECONDARY OBJECTIVES •To study the discounting policies of the company.The main object of this project is to comprehensively analyze the distribution of Coca-Cola and its strength in market against its rival Pepsi and also aware the shopkeeper about the sale and display of the Coke’s brand like Thums-up. •To know about the different pack sizes being sold by the company.THE FMCG INDUSTRY IN INDIA 10 | P a g e . Maaza etc. •To make proposals to minimize the revenue leakages and this will help the company in saving its funds. •To find out the outlets where the company is offering high discounts. INTRODUCTION TO FMCG INDUSTRY A BRIEF INSIGHT. •To find out any kind of misrepresentation being done by salesmen or by distributors related to daily sales by making out their own personal benefits from the discounting system. PRIMARY OBJECTIVE •To find out brand availaibility and market share of Coca Cola •To study the marketing strategies followed by Coca Cola.

Availability of key raw materials. The most common in the list are toilet soaps. Growth is also likely to come from consumer 'upgrading' in the matured product categories. the one sector which completely outperformed the market is FMCG. packaged foodstuff. shoe polish. Burgeoning Indian population. The FMCG sector is the fourth largest sector of Indian economy. Penetration level as well as per capita consumption in most product categories like jams.5 times gain for the same period. while BSE FMCG has just lost by below 10%. skin care. Sensex witnessed strong bull market journey with almost 7 fold gains from 3000 in 2003 to 21000 in 2008. the FMCG is bucking the trend which is a big sign of relief for investors. in India is low indicating the untapped market potential. shampoos. hair wash etc. toothpaste. shaving products. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of $13.1 billion. The FMCG market is set to treble from $11. Hence we believe FMCG is strong and defensive sector and one should consider this sector for his portfolio and allocate some portion for it.Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. household accessories and extends to certain electronic goods. cheaper labor costs and presence across the entire value chain gives India a competitive advantage. the FMCG did not match the Index equivalently but managed to follow the trend by almost 3.4 billion in 2015. intense competition between the organized and unorganized segments and low operational cost. particularly the middle class and the rural segments. The FMCG market is estimated to treble from its current figure in the coming decade. toothpaste. It has a strong MNC presence and is characterized by a well established distribution network. Now in a bear market scenario. These items are meant for daily of frequent consumption and have a high return. In this year when almost all the stocks have been tumbled heavily on the Dalal Street. The Indian FMCG sector is an important contributor to the country’s GDP. Items in this category include all consumables ( other than groceries/pulses) people buy at regular intervals. presents an opportunity to makers of branded products to convert consumers to branded products.6 billion in 2003 to $33. detergents. During last 52 weeks the SENSEX has lost by around 53%. With 200 million people expected to shift to processed and packaged food by 2010. India needs around $28 billion of investment in the foodprocessing industry. 11 | P a g e .

direct distribution. making up 32% of the sector. creating new product. they generally sell in large numbers and so the cumulative profit on such products can be large. such as automobiles. distribution and service formats of the FMCG industry by focusing on rural markets. Unlike some industries.143000 crores. is the South Indian region. It is predicted that in the year 2010. because they generally satisfy rather fundamental. Unlike other economy sectors. The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones. market. The main contributor. Though the absolute profit made on FMCG products is relatively small. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.93000 crores. FMCG does not suffer from mass layoffs every time the economy starts to dip. FMCG share float in a steady manner irrespective of global market dip. Monthly Circular. A person may put off buying a car but he will not put off having his dinner.FIGURE 1 HLL led the way in revolutionizing the product. as opposed to luxurious needs. computers. distribution and service formats. (Source: HCCBPL. which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs. March) 12 | P a g e . and airlines. The FMCG sector. the FMCG sector will be worth Rs.

Branded rice. Icecreams. Godfrey. Diapers. Processed meat. Pepsi and Dabur. ITC. Cadbury. Coca-Cola. Soft drinks. Air fresheners. • The major players being.. Philips and UB 13 | P a g e . Dabur and Procter & Gamble. Bakery products (Biscuits. Hair care. BRANDED AND PACKAGED FOODS AND BEVERAGES • Health beverages. Chocolates. Paper products (Tissues.The FMCG sector consists of the following categories: PERSONAL CARE • Oral care. Staples/Cereals. Bottled water. Hindustan Lever Limited. Branded sugar. Tea. Insecticides and Mosquito repellants. Deodorants and Perfumes. HOUSEHOLD CARE • Fabric wash (Laundry soaps and synthetic detergents). Nirma and Ricket Colman. Hindustan Lever Limited. Processed vegetables. Godrej Soaps. Cosmetics and Toiletries. Breads. Wash (Soaps). Marico. SPIRITS AND TOBACCO • The major players being. Snack foods.Cakes). Branded flour. Juices. Nestle. •The major players being. Coffee. Sanitary products) and Shoe care. Colgate. Metal polish and Furniture polish. Hindustan Lever Limited. Household cleaners (Dish/Utensil/Flo or/Toilet cleaners). Processed fruits. • The major players being.

growing middle class. competitive pricing was essential. 173 in the Philippines and 800 in the United States. 14 | P a g e . However during Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.28 In spite of this growth. Coke launched a smaller bottle priced at almost 50% of the traditional package. 73 in Thailand.Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is known as the “Beverage Battlefield” in India. BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT The Indian Beverage Market India’s one billion people. Coca-Cola recognized that to compete with traditional refreshments including lemon water. annual per capita consumption was only 6 bottles versus 17 in Pakistan. and small towns where annual per capita consumption was less than four bottles. the rural market represented a significant opportunity for penetration and a critical battleground for market dominance.000 million and were expected to grow at least 10% per year through 2012. With its large population and low consumption. middle and upper middle classes. villages. tea. Soft drink sales in India grew 76% between 1998 and 2002. fruit juices. and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century.670 million bottles to over 10. Ten percent of the country’s population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas. In 2001. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. by 2003 91% of sales were made to the lower. and lassi. from 5. In response. The beverage industry is vast and there various ways of segmenting it. While soft drinks were once considered products only for the affluent. so as to cater the right product to the right person. green coconut water. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities.

♣ The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. beverages for kids. non-alcoholic and sports beverages ♣ Natural and Synthetic beverages ♣ In-home consumption and out of home on premises consumption. BEVERAGES ALCOHOLIC NON-ALCOHOLIC CARBONATED NONCARBONATED COLA NON-COLA NON-COLA FIGURE 2 If the behavioral patterns of consumers in India are closely noticed. it could be observed that consumers perceive beverages in two different ways i. These two perceptions are the biggest challenges faced by the beverage industry.The different ways of segmenting it are as follows: ♣ Alcoholic. ♣ Age wise segmentation i. well-being or prestige relevant to the category. beverages are a luxury and that beverages have to be consumed occasionally. stimulation. Four strong strategic elements to increase consumption of the products of the beverage industry in India are: ♣ The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. ♣ Communication should be relevant and trendy so that consumers are able to find an appeal to go out. In order to leverage the beverage industry. refreshment. The beverage market has still to achieve greater penetration and also a wider spread of distribution. purchase and consumer. 15 | P a g e . ♣ Consumer education is a must to bring out benefits of beverage consumption whether in terms of health. for adults and for senior citizens ♣ Segmentation based on the amount of consumption i. it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. high levels of consumption and low levels of consumption.e. for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.e. taste.e. relaxation. It is important to look at the entire beverage market. as a big opportunity.

” Muhtar Kent Chairman and Chief Executive Officer. Living in Vienna. He extended the company's territory from the Adriatic to China. and thereby learned its distribution. and we feel that there is tremendous continued opportunity both today and tomorrow. Muhtar Kent assumed the post of top executive of Efes Beverage Group at Anadolu Group. he left the Coca-Cola Company after 20 years of service. In May 2005. Three years later. In this capacity. he increased the turnover of the company about 50%. He toured the country in trucks to sell Coca-Cola. Eurasia and Middle East Group. he served at this post until 1995. And we firmly believe that our Coca-Cola system is ideally and uniquely positioned to capture this opportunity and achieve the goals of our 2020 Vision. cents at a time. he served as president of the Company’s East Central Europe Division during which he was responsible for 23 countries. he was promoted to the general manager position of Coca-Cola Turkey and Central Asia. we see great opportunity for our per capita consumption to continue rising. which covered bottling operations in 12 European countries. 16 | P a g e . he was responsible for all operations outside of North America. he was appointed vice president of Coca-Cola International. 1. In the coming decade. Muhtar Kent found a job at The Coca-Cola Company through a newspaper ad. is a Turkish American businessman. Promoted further. He was appointed to assume the position of Chief Operating Officer of the Company in 2008.6 billion servings every day. the largest local shareholder of the Coca-Cola franchise in Turkey and one of Europe's largest international beverage businesses. who is currently Chairman and Chief Executive Officer (CEO) of The CocaCola Company. In 1985. a position reporting directly to chairman and chief executive officer Neville Isdell. and all group presidents outside of North America reported to him. Austria. Muhtar Kent became in 1995 managing director of Coca-Cola Amatil-Europe. as a billion new consumers enter into the middle class around the world. the newly-created position of president of International Operations. In two years. COMPANY PROFILE Muhtar Kent (born in 1952). and transferred the headquarters of the company from Izmir to Istanbul. responsible for 23 countries in a region from the Alps to the Himalayas.“We sell moments of pleasure. Returning to Turkey. From 1989 to 1995. In 1999. he rejoined Coca-Cola after almost 6 years and was appointed president and chief operating officer of the company’s North Asia. marketing and logistics systems. Coca Cola Company. Muhtar Kent's rise continued and he was promoted in January 2006.

His successful career took him finally to the summit of the CocaCola Company. and options granted of $10. 2008. a cash bonus of $4. which named him chairman and chief executive officer.500.999. which included a base salary of $1.628.000.428 One of the Coca-Cola Company's headquarters buildings in Atlanta 17 | P a g e . While CEO of Coca-Cola in 2008.100. He currently serves on the board of directors of the National Committee on United States-China Relations. Muhtar Kent's earnings totaled $19.585.975. effective July 1.000.280. stocks granted of $2.

ABOUT THE COMPANY MISSION VISION “The world is changing all around us.” 18 | P a g e . ♣ To refresh the world. we are looking ahead to understand the trends and forces that will shape our industry in the future.Coca Cola Roadmap starts with their mission. we have a set of guiding principles and strategies for winning throughout the entire Coca-Cola system. It provides us with business goals that outline what we need to accomplish with our global bottling partners in order to continue winning in the marketplace and achieving sustainable. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. ♣ To inspire moments of optimism and happiness. For each goal. quality growth. ♣ To create value and make a difference. To ensure our business will continue to thrive over the next 10 years and beyond. Our 2020 Vision creates a long-term destination for our business. which is enduring.

Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.PEOPLE Foster open work environments as diverse as the markets we serve. lean and fast-moving organization that considers efficiency in everything we do. 19 | P a g e . PRODUCTIVITY Be a highly effective. PROFIT Maximize long-term return to shareowners while being mindful of our overall fiscal responsibilities. PLANET Be a responsible citizen that makes a differenceby helping build and support sustainable communities. where people deliver superior results. enduring value. PORTFOLIO Bring to the world quality beverage brands that anticipate and satisfy people’s desires and needs. PARTNERS Nurture a winning network of customers and suppliers with whom we create mutual.

it's up to me • Committed in heart and mind • As inclusive as our brand • What we do. LEADERSHIP • The courage to shape a better future • Leverage collective genius • Be real • If it is to be.Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. we do well COLLABORATION INTEGRITY ACCOUNTABILITY PASSION DIVERSITY QUALITY Focus on the Market 20 | P a g e .

optimism and fun History of Coca Cola 21 | P a g e . observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious Work Smart • • • • • Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently Act like Owners • • • • Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -.what worked and what didn’t Be the Brand • Inspire creativity. passion.• • • • • Focus on needs of our consumers. customers and franchise partners Get out into the market and listen.

Frank Robinson had excellent penmanship. marketed as a tonic. Candler's aggressive marketing of the product takes credit for that. He first scripted "Coca Cola" into the flowing letters which has become the famous logo we know and love today. The funny thing was that it cost John Pemberton over $70 in expanses. About nine servings of the soft drink were sold each day. By the late 1890s. Still today. all this was done in his backyard. another Atlanta pharmacist and businessman. contained extracts of cocaine as well as the caffeine-rich kola nut. the US soft drink industry is organized on this principle. With Asa Candler.Coca-Cola was invented by Doctor John Pemberton a pharmacist from Atlanta Georgia in May of 1886. now at the helm. John Pemberton concocted the Coca Cola formula in a three legged brass kettle. Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century. Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2. so the first year of sales were a loss.300. The name Coca Cola was actually given to John Pemberton by his bookkeeper Frank Robinson. Until 1905. Coca Cola was one of America's popular fountain drinks. 22 | P a g e . Coca Cola began selling syrup to independent bottling companies licensed to sell the drink. 1886. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8. Sales for that first year added up to a total of about $50. the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. the soft drink. the drink was sold across the United States and Canada. In 1887.

Evolution of Coca Cola 1886-1892 Atlanta Beginnings 1893-1904 Beyond Atlanta 1905.The War and its Legacy 1960-1981A World of Customers 1982-1989 .1918 Safeguarding The Brand 1919-1940 .The Woodruff Legacy 1941-1959 .Diet Coke and New Coke 23 | P a g e .

FIGURE 3 1990-1999 New markets and brands 2000 and Now Coca Cola now 24 | P a g e .

So Jacobs' Pharmacy put it on sale for five cents a glass.300. Candler would become the Company's first president. Eight hundred miles away. another great American symbol was about to be unveiled. an Atlanta pharmacist. In the first year. A century later. he died in 1888 without realizing the success of the beverage he had created. he stirred up a fragrant. Here. Pemberton sold just 9 glasses of Coca-Cola a day. and wrote it out in his distinct script. The Coca-Cola Company has produced more than 10 billion gallons of syrup. 1888-1891.1886-1892 • ATLANTA BEGINNINGS It was 1886. he carried it a few doors down to Jacobs' Pharmacy.this new drink was something special. caramel-colored liquid and. emberton's bookkeeper. Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2. COCA COLA Over the course of three years. John Pemberton. the mixture was combined with carbonated water and sampled by customers who all agreed -. One afternoon. 25 | P a g e . and the first to bring real vision to the business and the brand. named the mixture Coca-Cola®. when it was done. To this day. Frank Robinson. was inspired by simple curiosity. and in New York Harbor. Like many people who change history. workers were constructing the Statue of Liberty. Coca-Cola is written the same way. Unfortunately for Pemberton.

in 1899. and the aggressive promotion worked. and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. Benjamin F. He gave away coupons for complimentary first tastes of Coca-Cola. calendars and apothecary scales bearing the Coca-Cola brand.for the sum of only one dollar. Candler had built syrup plants in Chicago. He still didn't realize it five years later. secured exclusive rights from Candler to bottle and sell the beverage -. who responded without enthusiasm. Dallas and Los Angeles. bottled beverages customers could take anywhere. Inevitably. 26 | P a g e . People saw Coca-Cola everywhere. Thomas and Joseph B. He knew there were thirsty people out there. By 1895. In 1894. Whitehead.1893-1904 • BEYOND ATLANTA Asa G. and outfitted distributing pharmacists with clocks. transformed Coca-Cola from an invention into a business. two Chattanooga lawyers. when. He sent 12 of them to Candler. Candler. he didn't realize then that the future of Coca-Cola would be with portable. a natural born salesman. urns. Despite being a brilliant and innovative businessman. the soda's popularity led to a demand for it to be enjoyed in new ways. a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles.

In 1916. was chosen for its attractive appearance. In 1900.S. and other countries and U. original design and the fact that. won a contest to design a bottle that could be recognized in the dark. which remains the signature shape of Coca-Cola today. they began manufacturing the famous contour bottle. by 1920. As the country roared into the new century. Advertising focused on the authenticity of Coca-Cola. the Coca-Cola Company grew rapidly. you could identify the genuine article. and a great brand. moving into Canada. territories. France." The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola.000. but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. Indiana. there would be about 1. The Root Glass Company of Terre Haute. even in the dark. Cuba. 27 | P a g e . This was a great product. Both needed to be protected. The contour bottle. urging consumers to "Demand the genuine" and "Accept no substitute.1905-1918 • SAFEGUARDING THE BRAND Imitation may be the sincerest form of flattery. Panama. there were two bottlers of Coca-Cola. Puerto Rico.

S. This new thinking made Coca-Cola not just a huge success. four years after his father Ernest purchased the Company from Asa Candler. but a big part of people's lives. Woodruff was a marketing genius who saw opportunities for expansion everywhere. Woodruff pushed development and distribution of the sixpack. and many other innovations that made it easier for people to drink Coca-Cola at home or away. the open top cooler. to Coca-Cola. team to the 1928 Amsterdam Olympics. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U. It introduced 6 packs. 28 | P a g e . In 1923.S.• THE WOODRUFF 1919-1940 LEGACY . Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. While Candler had introduced the U. In 1925 6000000 drinks per day. Coca cola enjoyed in 53 countries world wide. Woodruff became the Company president.

Introducing Coke. America entered World War II. 1963 Tab Company’s first diet soft drink is introduced In 1941. many people enjoyed their first taste of the beverage. 29 | P a g e .reflected the spirit of the times. In 1961 Sprite is introduced. carefree American lifestyle. Post-war America was alive with optimism and prosperity. The country. and whatever it costs the Company. the foundations were laid for Coca-Cola to do business overseas.from the mid-1940s until 1960.1941-1959 • The War And Its Legacy Coca cola enjoyed in 120 countries world wide. During the war. Woodruff’s vision that Coca-Cola be placed within "arm's reach of desire. and when peace finally came. requesting shipment of materials for 10 bottling plants." In 1943. General Dwight D. rallied behind them. and his imagery of its advertising -happy couples at the drive-in. and Coca-Cola. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents. the number of countries with bottling operations nearly doubled. Coca-Cola was part of a fun." was coming true -. Eisenhower sent an urgent cablegram to Coca-Cola. Thousands of men and women were sent overseas. carefree moms driving big yellow convertibles -. wherever he is.

In 1960. 30 | P a g e . Sprite® followed in 1961. friends and good times. the Company decided to expand with new flavors: Fanta®. Montserrat. The Coca-Cola Company was selected as the only Company allowed to sell packaged cold drinks in the People's Republic of China. always an important and exciting part of its business. where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke. It introduced can in 1960. with TAB® in 1963 and Fresca® in 1966. and reflected a brand connected with fun." In 1978. Turkey and more. The international appeal of Coca-Cola was embodied by a 1971 commercial. Macau. The Coca-Cola Company acquired The Minute Maid Company. really came into its own in the 1970s. adding an entirely new line of business . originally developed in the 1940s and introduced in the 1950s.juices -. Paraguay. In 1981 Roberto c. Goizueta became chairman and CEO of the coca cola company After 70 years of success with one brand. Advertising for Coca-Cola.to the Company. Coca-Cola found a home in more and more places: Cambodia.1960-1981 • A WORLD OF CUSTOMERS Coca cola enjoyed in 163 countries world wide. Coca-Cola®. and year after year. The Company's presence worldwide was growing rapidly.

commonly called “new Coke. they had a deep emotional attachment to the original. and the product began to increase its lead over the competition -. and the original formula was returned to the market as Coca-Cola classic®.• DIET COKE AND 1982-1989 NEW COKE Coca cola enjoyed in 165 countries world wide. it had become the top lowcalorie drink in the world. completely overhauled the Company with a strategy he called "intelligent risk taking. Roberto C. bottling operations into a new public company.the era of legwarmers.” In the real world. and a time of much change and innovation at The Coca-Cola Company. within two years. In 1981." Among his bold moves was organizing the numerous U. One of Goizueta's other initiatives. the first change in formulation in 99 years. The 1980s -. He also led the introduction of diet Coke®. the very first extension of the Coca-Cola trademark. headbands and the fitness craze. But the Company listened. people loved the new formula. was the release of a new taste for Coca-Cola.S.a lead that continues to this day. In taste tests. 31 | P a g e . In 1982 diet coke is introduced. who fled Castro's Cuba in 1961. Critics called it the biggest marketing blunder ever. and they begged and pleaded to get it back. in 1985. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Coca-Cola Enterprises Inc. second in success only to Coca-Cola. Goizueta.

Barq's® root beer in the U. And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign. By 1997. yet knew that opportunity for growth was still around every corner. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. connecting the brand with one of the world's fastest growing and most popular spectator sports. Inca Kola® in Peru. The Company's family of brands further expanded through acquisitions. Maaza® and Thums Up® in India. New beverages joined the Company's line-up. The 1990s were a time of continued growth for The Coca-Cola Company. Coca-Cola classic became the Official Soft Drink of NASCAR racing. including Limca®. FIFA World Cup™ football (soccer). 32 | P a g e . with ongoing support of the Olympic Games. including Powerade® sports drink.S. Coca cola enjoyed in 200 countries world wide.1990-1999 • NEW MARKETS AND BRAND In 1993 pet bottles are introduced. and the world met the lovable Coca-Cola Polar Bear for the first time. Rugby World Cup and the National Basketball Association. the Company already sold 1 billion servings of its products every day. The Company's long association with sports was strengthened during this decade. and Cadbury Schweppes'® beverage brands in more than 120 countries around the world.. Qoo® children's fruit drink and Dasani® bottled water.

With its bottling partners. the Company's goal is to provide magic every time someone drinks one of its more than 400 brands.4 billion beverage servings sold each day.2000 And Now • COCA COLA AND NOW In 1886. paying attention to what people from different cultures and backgrounds like to drink. believing that Coca-Cola exists to benefit and refresh everyone it touches.Cola is committed to local markets. the Company reaches out to the local communities it serves. you can still find Coca-Cola. Coca Cola has grown to the world’s most ubiquitous brand. drinking brands such as Ambasa. 33 | P a g e . with more than 1. Coca. When people choose to reach for one of The Coca-Cola Company brands.From the early beginnings when just nine drinks a day were served. the Company wants that choice to be exciting and satisfying. In the remotest comers of the globe. and where and how they want to drink it. Nowwell into its second century. every single time. Vegitabeta and Frescolita. Coca-Cola has fans from Boston to Budapest to Bahrain. Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy.

Prior to joining Coca-Cola. holds a MBA degree from Texas Christian University. Prior to this assignment. CocaCola India Atul Singh took over as the President & CEO. Atul. Romania (1992-1995) and Finance Manager. Coca-Cola India from 1st September 2005. CFO then General Manager. Atul Singh President & CEO. 34 | P a g e . Atul worked as an Auditor with Price Waterhouse in New York. Atul Singh was the President of East. Atul worked for the Colgate Palmolive Company for 10 years and held several roles including Country General Manager. Prior to Colgate. USA Body Care (1990-1992). Nigeria (1995-1998).Mr. Central & South (ECS) China Division in January 2005.

the Company took over ownership of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have assumed an iconic status in the minds of the world’s consumers. an excellent base for rapid introduction of the Company’s International brands was formed. giving a new thumbs up to the Indian soft drink market. With access to 53 of Parle’s plants and a well set bottling network. Maaza. Goldspot. as these products had achieved a strong consumer base and formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years. Limca. with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. In the same year. which were floated by Parle.Coca-Cola. The Coca-Cola Company acquired soft drink brands like Thumps Up. One such major commitment was that.Thus these products became a part of range of products of the Coca-Cola Company. the Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident shareholders by June 2002. the corporation nourishing the global community with the world’s largest selling soft drink concentrates since 1886. 35 | P a g e . In the new liberalized and deregulated environment in 1993. the Indian bottling arm of the Coca-Cola Company. this was based on numerous commitments and stipulations which the Company agreed to implement in due course. returned to India in 1993 after a 16 year hiatus. Coca-Cola made its re-entry into India through its 100% owned subsidiary. However. HCCBPL.

10-tonne trucks – open bay three-wheelers that can navigate the narrow alleyways of Indian cities – constantly keep our brands available in every nook and corner of the country’s remotest areas. On the distribution front. Coca-Cola India has made significant investments to build and continually consolidate its business in the country. 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. with punch lines like “Life ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. Coca-Cola is made up of 7000 local employees. having invested more than US$ 1 billion in India in the first decade. and further pledged another US$100 million in 2003 for its operations. and distribution system. with help of technology and skills within the Company. It also has a supporting distribution network consisting of 700. and indirectly creates employment for more than 125. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution. 500 managers. act local”. over 60 manufacturing locations. the business system of the Company directly employs approximately 6.A Healthy Growth to the Indian Economy A Pure Commitment to the Indian Economy Ever since. 27 Company Owned Bottling Operations (COBO). and nutrition needs. refreshment. “Think local. The Company has shaken up the Indian carbonated drinks market greatly. 36 | P a g e . Almost all goods and services required to cater to the Indian market are made locally. giving consumers the pleasure of world-class drinks to fill up their hydration. waste water treatment plants. distribution systems. is the mantra that Coca-Cola follows. and marketing channels. Creating Enormous Job Opportunities With virtually all the goods and services required to produce and market Coca-Cola being made in India. including new production facilities.000 people.000 retail outlets and 8000 distributors. Coca-Cola India is among the country’s top international investors. This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India.000 people in related industries through its vast procurement. It has also been instrumental in giving an exponential growth to the country’s job listings. from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. supply.

FOBO PURPLE CONTRACT PACKAGING LOCATIONS OF COBO.COBO YELLOW .FIGURE 4 RED . FOBO & CONTRACT PACKAGING IN INDIA 37 | P a g e .

Manufacturing Plant Product Process Warehousing and delivery Packaging Inspection Coding Labeling Capping Filling Mixing and Blending Washing and Rinsing Ingredient Delivery 38 | P a g e .

Known as Coca-Cola light in some countries. as well as the best-known product in the world. The Company is always looking to innovate and come up with. thums up was acquired by the coca cola company in 1993. is. fizzy taste and its confident. known for strong. 39 | P a g e . Diet Coke was born in 1982 and quickly became the No. but plenty of taste. mature and uniquely masculine attitude. Originally introduced in 1977. The Coca-Cola Company has a wide range of products out of which the In the Cola Section: Coca-Cola is the most popular and biggestselling soft drink in history. Thums up. either complete new products or new ways to bottle or pack the existing drinks. 3 soft drink in the world. fruit juices and bottled mineral water. This brand clearly seeks to separate the man from the boys. Diet Coke is the drink for people who want no calories. it's now the No. 1 sugar-free drink in diet-conscious America.Product line The Coca-Cola Company offers a wide range of products to the customers including following products are marketed:- beverages.

national treasure in India.In the Lemon Section Introduced in 1961. 40 | P a g e . In the Orange & Apple section: Available in Europe since the 1940s. Limca continues to build a loyal following among young adults who love the lighthearted way it complements the best moments of their lives. where it was acquired by The Coca-Cola Company in 1993. which goes hand in hand with its bright color. particularly teens. Sprite is sold in more than 190 countries and ranks as the No. clean taste that really quenches your thirst. bold fruit taste and tingly carbonation. Sprite encourages you to be true to who you are and to obey your thirst. This thirst-quenching beverage features a fresh. straightforward attitude that sets it apart from other soft drinks. Fanta was introduced in the United States in 1960. fondly associate Fanta with happiness and special times with friends and family. 4 soft drink worldwide. light lemon-lime taste and fun-loving attitude. But Sprite also has an honest. Consumers around the world. Sprite is the world's leading lemon-lime flavored soft drink. It's a home-grown. This positive imagery is driven by the brand's fun. with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp. playful personality.

In the mango section:

With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-Dosti Taaza Maaza," means "friendship moments with fresh Maaza" in Hindi.

Minute Maid has been making orange juice for over 50 years, and has a heritage of innovation, quality and nutrition. Minute Maid has the longest history of marketing orange juice with calcium, and was the first to nationally launch orange juice with calcium plus vitamin D, low acid orange juice, orange juice with vitamins C and E plus Zinc, and orange juice with naturally sourced plant sterols.

In the juice and Nimbu section

Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality of life and a healthy lifestyle. In the soda water and Bottled Mineral Water section

41 | P a g e

BRANDS TAGLINE and AMBASSDORS
COCA COLA – Aamir Khan

OPEN HAPPINESS THUMPS UP – Akshay Kumar

TASTE THE THUNDER LIMCA – Sushma Reddy and Hrishitta Bhatt

DOOBO TAAZGI MEIN

42 | P a g e

FANTA - Genelia D'Souza

GO BITE MAAZA

TAAZA MANGO MAAZA MANGO SPRITE

SEEDI BAAT NO BAKWAS CLEAR HAI!!!

43 | P a g e

and Aquafina water. the Coca-Cola Company never ends for the World's # 2. 44 | P a g e . PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together.8% is held by Coca-Cola and the rest belongs to Pepsi. Gatorade sports drink. and Slice. carbonated soft drink maker. to keep up with archrival. The company's soft drinks include Pepsi.COMPETITORS COKE VS PEPSI The PepsiCo challenge. PepsiCo sells Tropicana orange juice brands. a market share of 95% out of which 60. Cola is not the company's only beverage. Mountain Dew.

These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange. 45 | P a g e . Parle Agro Pvt. or Mango Frooti. Appy Fizz and packaged drinking water. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. A pioneer in the Indian industry. Apart from food products. Frooti. as it is popularly called. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. Parle Agro is associated with many firsts. They were the first to introduce fruit drinks in tetra packaging. Ltd. is the largest-selling mango drink in India.: Parle Agro is a household name in the beverages industry and has leading brands like Frooti. consistent winner of India's fruit beverage brand.Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products. Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. Appy. Dabur : Dabur in India. Bailley. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. Baby foods and Chocolates. is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company.

MOHAN DAS LADHANI MD MR. B.K. VYOM SRIVASTAVA DISTRIBUTION MR. RAJIV KUMAR SAXENA GM (SALES AND MARKETING MR. SRIVASTAVA HEAD OF SALES MR.ADVANCE SALES AND SERVICES PVT. VIVEK LADHANI DIRECTOR MR. ASASPL – ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT OF MR. DEVENDRA SRIVASTAVA MARKET EXECUTION MANAGER KEY A/C MANAGER KEY A/C MANAGER PRE SALE REPORT MARKET DEVELOP PER EXECUTI VES Figure 5 46 | P a g e . LALIT SAXENA ASM SALES EXECUTIVES MR. LTD. MEGHNA YADAV HR MANAGER MR. DILIP GM FINANCE MS.

name of the depot is Vital. will a driver be enough to manage the complex contours of Competitive market is a difficult question? At present the driver (sales man) are doing fine job of managing the sales. There are 23 Agency/Distributor under ASASPL and we worked under one of them. However with the business becoming increasingly competitive. LDA 1 2. Telibagh 1 9. INDIRECT ROUTE: 1. There are 10 Distribution Routes under Vital: 1. Jail Road 2 5. Chinhat 3. The truck driver is trained to be service person. Gauri Bazaar 8. LDA 2 3. Charbagh Indirect route are those areas where a distributor is given the charge of handling the distribution system.DIRECT ROUTE: Direct route are those areas here the company owned delivery vans distribute product. Telibagh 2 10. They should be regularly trained to handle the growing competition. Bijnour 6. Banthra 7. Jail Road 1 4. Khurram Nagar 2. Neel Matha TYPES OF OUTLETS  Volume  Channel  Income group The company has divided their outlets on the basis of the following criteria- 47 | P a g e . ASASPL have three direct routes.

There are four types of outlets according to the volume of sales of the outlet- VOLUME DIAMOND 500 .  Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. educational institutions etc.200 CASE BRONZE 1 . instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. the products are consumed at a fast pace. hotels. are exhausted on the same day and might run a little into the next day i. all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particular route.e. Examples: Small sized bars and restaurants. payments being made by them after a certain period of time i.800 CASE GOLD 201 . Super markets etc. 48 | P a g e . Examples: Departmental stores. either a month of half a month. It basically consists of organizations that buy large quantities of a product in one single transaction.99 CASE CHANNEL The various routes formulated by HCCBPL for distribution of products are as follows:  Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. fine dines restaurant. Examples: Clubs.499 CASE SILVER 100 . The stock does not exhaust within a day or two.  General: Under this route. wherein a considerable amount of stock is kept in order to use for future consumption. corporate houses etc. The Company provides goods to these customers on credit.e. The stocks of products in these outlets are not stored for future use instead.  Future Consumption: This route consists of outlets of Coca-Cola products.

A STEPLIZER OF 1 KV to 5 KV is provided with the Visi Cooler & Chest Cooler. Ltd. 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.CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION Advance Sales and Services Pvt.  For the sale of 5-6 crates daily a Visi Cooler of 4 crates is provided. and every salesman is assigned to one particular route. which is to be followed by him on a daily basis. would be: PRODUCTION RETAIL SHELF CONSUMER PLANT WAREHOUSE RETAIL STOCK DEPOT WAREHOUSE DISTRIBUTION WAREHOUSE The customers of the Company are divided into different categories and different routes.  If the sale exceeds 9 crates daily then a Visi Cooler of 9 crates or deep fridger is provided by the company. SGA PROVIDING COMPANIES • • • • • Whirlpool India Limited Godrej Appliances Western refrigerator limited Rockwel Industries Haier 49 | P a g e . 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.  For the sale of 7-8 crates daily a Visi Cooler of 7 crates is provided by the company. Ltd. Criteria for providing free chilling equipment  An Ice Box is provided for the sale of 1-2 crates daily to the retailers. A typical distribution chain at Advance Sales and Services Pvt. It also leads to low costs. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. higher sales and higher efficiency thereby leading to higher profits to the firm.

PACK 300ML 200ML 250ML 2 LTR 600ML PACKAGING DETAILS MAAZA COKE THUMS UP FANTA SPRITE LIMCA SODA                                           no 1.OF BOTTLES IN A CASE 24 24 24 9 24 12 50 | P a g e .2 LTR PACK 300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR NO.

concentrates and beverage bases for CocaCola.Marketing Strategies of Coca Cola Marketing strategy a part of the marketing management process: The marketing management uses marketing strategies so that they can meet the customer's needs. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds. Burger King. packaging. On displaying 20 bottles retailers get some free bottles according to the scheme. If you can think…. UNIQUE SELLING PROPOSTION/PROMISE Coke encourages you to seize the moment by expressing your unique thoughts. SCHEMES As a Part Of Marketing Strategies The different pack sizes on which discount is given by the company is: ♣ 200 ml RGB CSD ♣ 250 ml Juice ♣ 300 ml RGB CSD ♣ 600 ml Pet CSD ♣ 1200 ml Juice ♣ 2000 ml Pet CSD ♣ 330 ml Can CSD ♣ 200 ml Tetra Pack Juice RGB – Returnable Glass Bottles CSD – Concentrated Soft Drink Juice – Maaza Pet – Plastic bottle Daily new schemes are launched. The marketing strategy involves pricing.you can do it. The Coca-Cola Company manufactures syrups. talents and capabilities. the company’s flagship brand. Some of Coca-Cola’s latest domestic marketing strategies include Coke dominating fountain sales. advertising. and Domino’s Pizza. and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world. On one case of 600 ml retailer will get 2 bottles extra of 600 ml. Advertisement has played a important role in the success of our products since our first newspaper ad in 1886 which read “COCA-COLA DELICIOUS”! REFRESH! EXILATERING! INVIGORATING! 51 | P a g e . branding. Example♣ ♣ ♣ ♣ On one case of 200ml retailer will get 2 bottles extra of 200ml. On one case of 2000ml retailer will get one extra bottle of 2000ml .

White and You 1989 Can't Beat The Feeling 1990 Can't Beat The Real Thing 52 | P a g e .1929 The Pause That Refreshes 1936 It Is The Refreshing Thing To Do 1942 It's The Real Thing 1944 Global High Sign 1959 Be Really Refreshed 1963 Things Go Better With Coke 1969 It Is The Real Thing 1971 I'd Like To Buy The World A Coke 1976 Coke Adds Life 1982 Coke Is It 1986 Red.

Artists Haddon Sundblom’s portraits for holiday ads.C. advertising images for coca-cola have always set a high standard of quality for other products around the world. Fresh. Wyeth were the hallmark of early campaigns in premier magazines. Santa Claus. creative and tasteful. which began in the 1930s. Our advertising reflects that special relationship between consumers and the simple moments of pleasure they have come to associate with coca-cola. helped mould the national image of a red-suited. including Rockwell and N. 53 | P a g e . The company recognizes that coca-cola belongs to the billions of consumers in every corner of the globe who have chosen it as their favourite soft drink.1993 Always Coca Cola 2000 Coca Cola Enjoy 2003 Thanda Matlab Coca Cola 2005 Piyo Sar Utha Ke 2007 Sabka Thanda Ek 2009 Open Happiness Fine illustrations by noted artists.

PRINT THE TEMPLATE advertising will leverage the Beyond original art work used in the Coke side of life campaign by keeping the imagery of original bottle bursting Different colors to show colors unleashed Using the original placement of the tagline but changing the color of the font 54 | P a g e .

• Good Advertisement Campaign and Brand Ambassdors WEAKNESSES • Pricing Strategy • Lack of Availaibility of Brands in 1 litre PET bottles. SWOT ANALYSIS OF COCA COLA INDIA OPPORTUNITIES • Large Domestic market • Launch of other brands • Export Potential • Growing Water Bottled Market THREATS • Intense Competition • Dependence on Bottling Partners • Government Policies • Schemes of Pepsi are far more better than Coke. Figure 6 55 | P a g e .SWOT ANALYSIS STRENGTH • Strong Brand Image • Strong Market Share • Strong and reliable Distribution Network. • Retailers are not aware of the schemes. • Small Scale Sector Reservations Limit ability to invest and achieve Econmies of Scale • Lack of proper distribution in some areas.

Mr. The latest version of our system-evolution 3. Our processes. The Coca-Cola Quality System Everyone who works for or with coca cola is empowered and expected to maintain the highest standards of quality in products. as well as quality management methods. This enables us to continually raise our standards. we perform precise analyses of fruit juices and other ingredients sent to us by our suppliers. our integrated approach to managing quality. for example. In our ingredients evaluation laboratories. too. quality is our highest business objective and our enduring obligations. launched in 2004 has been externally benchmarked against international quality standards ISO 9001. TCCQS mandates in-depth selfassessment throughout our operations. Sanjiv Gupta received the Golden Peacock National Quality Award 2004 along with the Coca-Cola team at the 15th World congress on Total Quality in Mumbai on January 14. Under TCCQS. to ensure and to improve product quality. health and safety. to safeguard the water we use in our products and the packaging that carries them to our consumers. processes and relationship. industry best practise and marketplace conditions. It also incorporates Hazards Analysis Critical Control Point System. We inform and educate our business partners about our standards so that they meet the highest quality requirements. We continuously review TCCQS to ensure it meets the most stringent and up to date global requirements related to food safety. undergo constant security.QUALITY Golden Peacock National Quality Award 2004 Coca-Cola India Division President. by all our business units. environment. 56 | P a g e . 2005 We ensure the quality and safety of our beverages through the coca-cola quality system (TCCQS).

Customer Service Overview Product Service Support CUSTOMER OR CONSUMER CALL TYPES CSR Customer Support Repair Distribution 57 | P a g e .

and the expenses were $70 → If you stacked all of the bottles of Coke that had ever been made end to end. it would reach to the moon and back 1.DID YOU KNOW? → The sales of Coke in the first year was $50. → Coca-Cola contained cocaine until 1913. 58 | P a g e . They had to remove it from the ingredients because people were becoming addicted to the drink.045 times! → Marathon Bicyclist were the first athletes to endorse Coca Cola and it was way back in 1909. → I drank 68 bottles of different brands of Coca Cola during my internship.

In data collection two methods are used. This is because a researcher may have to change his focus as a result of new ideas and relationship among the variables. This project is based on information collected from primary and secondary sources . analysis tool to find the market share of Coca-Cola in areas covered under VITAL. b) Descriptive Research Design: Descriptive research is undertaken when the researcher has to get accurate description of a situation or relation between variables. I visited more than 580 shops and collected the data. c) Causal Research Design: It is undertaken when a researcher wants to find out the cause-effect relationship between two or more variables. In quantitative technique. 59 | P a g e .RESEARCH METHODOLOGY RESEARCH OBJECTIVES Research Design This chapter describes the methodology of the study. other competitive companies. The function of research design is to provide for the collection of relevant information (evidence). In collecting requisite data and information regarding the topic selected. ♣ The second objective of my report is to find out the growth opportunities for company in the allotted particular area. These are well structured. one is qualitative and one is quantitative method. time and money. It is preliminary investigation with a flexible approach. The research design can be grouped into three categories: a) Exploratory Research Design: Exploratory research focuses on discovery of ideas and is generally based on secondary data. It is based on logical grounds. After the detailed study. A research design gives the methods and procedures for conducting a particular study. ♣ The first objective of my report is to analyze strength of Coke vs. I have used descriptive research design technique to get the desired objective. with minimum efforts. This design tends to minimize bias and maximize the reliability of the data collected and analyzed. an attempt has been made to present comprehensive analysis of Coca cola.

other surveys conducted by known research agencies etc. having been collected for another purpose. (thus getting to know directly from the soft sellers about the form of the mix they are using) its storage period. Survey research is the approach best suited gathering description. newspapers. their level of satisfaction with the brand. survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. Secondary data includes the information available with the company. Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data.DATA COLLETION PRIMARY DATA The information needed to further proceed in the project had been collected through primary data and secondary data. SECONDARY DATA The secondary data consists of information that already exists somewhere. The primary data collection techniques used in the project is as follows: a) PERSONAL INTERVIEW METHOD b) SURVEY METHOD c) QUESTIONNAIRE METHOD d) OBSERVATION METHOD CONTACT METHODS The information was solicited by administrating structured questionnaire to the retile sellers. Secondary data can also be collected from magazines. 60 | P a g e . in their decision in selecting the brand etc. It may be the findings of research previously done in the field. Any researcher begins the research work by first going through the secondary data.

Further we also applied convenience sampling. interpretive/objective design was chosen. 61 | P a g e . Sampling Techniques For the study we have taken a sample size of 580 respondents pose non probability sampling technique. Sample Size A sample of 580 retailers was taken on the basis of convenience.580 outlets Sampling procedure . I have selected all retail outlets that are in a radius of 24 km from Bangla Bazaar (Lucknow) region. Research Instrument: This work is carried out through self-administered questionnaires. Sampling size . Sampling Plan: For a successful compilation and best result within a limited time the planning was must. judgment sampling. The questions included were opening ended. The universe of the study. as a part of non probabilistic sampling techniques. The actual retailers were contacted on the basis of random sampling.Owners of the retail outlets. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. structure & strategy of investigation conceived so as to attain answer to question’ to survey and to control the variances.Random sampling Sampling method . The data from which I was used to collect data was designed by my immediate supervisor.SAMPLING DESIGN Universe of the Study Design is the plan.Retailers survey. ♣ ♣ ♣ ♣ Sampling unit . dichotomous and offered multiple choices. Research Period: Research work is only carried for 6 weeks. According to this project’s/ surveys the analytical.

Pie charts can be an effective way of displaying information in some cases. charts. rather than comparing the slices among them. The more important types of diagram which is use in statistical work are:- Mode of diagrammatic representation of data is the bar diagram.Data Analysis: BAR DIAGRAM The data is analyzed on the basis of suitable tables by using statistical techniques. Representation of statistical data by diagram. graphs. PIE CHART It is a circle whose area is divided proportionately among the components by straight lines drawn from the center to the circumference of the circle. or pictures is more effective then tabular representation being easily intelligible to layman. Indeed diagrams are most essential whenever it is required to convey any statistical information to the generic public. In this method the bar of equal width are taken for the different items of the series. AREA OF SURVEY LOCATIONS LDA 1 LDA 2 TELIBAGH 1 TELIBAGH 2 BANTHRA BIJNOUR NEEL MATHA SAROJNI NAGAR GAURI BAZAR JAIL ROAD 1 JAIL ROAD 2 NO OF OUTLETS COVERED 90 99 35 36 30 49 34 48 26 34 99 TOTAL 580 62 | P a g e . The lengths of the bar represent value of the variables concerned. in particular if the intent is to compare the size of a slice with the whole pie.

i.1) WHICH BRAND DO YOU SELL? BRAND Only PEPSI Only COCA COLA BOTH 80 70 60 50 40 30 20 10 0 PEPSI COCA COLA BOTH RESPONSE (IN PERCENTAGE) 9 18 73 FIGURE 7 INTERPRETATION 73% of the retailers sells both the brands. Coca Cola and Pepsi. 63 | P a g e . While 18% and 9% of the retailers sells only Coca Cola and Pepsi respectively.e.

600 ML) 90 80 70 60 50 40 30 20 10 0 MIRANDA FANTA ♣ THUMPS UP leads with 90% availability ♣ Coca Cola has 60% availability ♣ Pepsi has 70% availability FIGURE FIGURE INTERPRETATION ♣ Miranda is present in 60% of all the outlets surveyed ♣ Fanta is present in 80% of all the outlets surveyed 64 | P a g e .2) PRODUCT COMPARISON OF COKE & PEPSI BRANDS AVAILABLE IN THE RETURNABLE GLASS BOTTLES(RGB) and THE PET BOTTLES (A) IN BLACK FLAVOUR (200 ML. 600 ML AND 2000 ML) 100 80 60 40 20 0 PEPSI COCA COLA THUMS UP INTERPRETATION (B)In the Orange Flavor (200 ML.

(C)In the White Flavor (200 ML. (D)In Mango Flavor (250 ML AND 1250 ML) 90 80 70 60 50 40 30 20 10 0 MAAZA SLICE INTERPRETATION ♣ MAAZA is present in 80% of all the outlets visited. 600 ML) 82 80 78 76 74 72 70 68 66 64 LIMCA 7 UP MOUNTAIN DEW SPRITE FIGURE INTERPRETATION ♣ ♣ ♣ ♣ LIMCA is present in 80% of the shops 7 UP is present in 70% of all the shops MOUNTAIN DEW is present in 80% of all the shops SPRITE is present in 80% of all the shops. ♣ SLICE is present in 60% of all the outlets visited. FIGURE 65 | P a g e .

3) BRAND PREFERRED BY CUSTOMER PEPSI 40% COKE 60% FIGURE 9 Retailers answered that Coke brands are mostly preferred than Pepsi brands. Mountain Dew is mostly demanded. 66 | P a g e FIGURE 10 . In Coke product line. INTERPRETATION 4) YOU ARE HAVING VISI COOLER OF WHICH BRAND? BRAND Only Coca Cola Only Pepsi Both No Response (In Percentage) 20 16 40 24 40 20 0 PEPSI COCA COLA BOTH NO COOLER INTERPRETATION It was seen that 20% outlets were having only COKE Visi Cooler and 16% outlets were having PEPSI Visi Cooler and 40% were having Visi Coolers of both the brand and on the other hand 24% were not having visi cooler. Thumps Up is mostly demanded and in Pepsi.

Q 5) PURITY OF VISI COOLER IS MAINTAINED OR NOT? BRAND Yes No Response (In Percentage) 35 65 NO 35% YES 65% FIGURE 11 INTERPRETATION It was seen that 65% of the retail owner maintain thr purity of Visi Cooler whereas 35% of the retail owners were not maintaining the purity of their Visi Cooler. 67 | P a g e .

10. 4. 3.6) MARKET SHARE S. 8. 7.NO. 6. 2. 5. LDA 1 LDA 2 JAIL ROAD 1 JAIL ROAD 2 TELIBAGH 1 TELIBAGH 2 NEEL MATHA BIJNOUR GAURI BAZAR SAROJINI NAGAR TOTAL MARKET SHARE PEPSI 37% COKE 63% FIGURE 12 INTERPRETATION After Surveying 10 Areas of Lucknow it was seen that Coca Cola has 63% of market share while Pepsi have 37%. 9. AREA SURVEYED COKE 60 60 50 50 95 95 70 80 50 40 63 MARKET SHARE (In Percentage) PEPSI 40 40 50 50 5 5 30 20 50 60 37 1. 68 | P a g e .

8) ARE YOU AWARE OF THE SCHEMES PROVIDED BY THE COMPANY? Response (In percentage) 65 35 NO 35% YES 65% FIGURE 14 YES NO INTERPRETATION 65% are aware of the daily schemes provided by the company while 35% are not aware. 69 | P a g e .7) ARE YOU SATISFIED WITH THE DISTRIBUTION NETWORK? Response (In Percentage) YES NO 70 30 NO 30% YES 70% FIGURE 13 INTERPRETATION 70% of the retail owners are satisfied while 30% are not.

70 | P a g e . While 4% of the retailers have daily sales of more than 10 Case. FIGURE 15 10) DAILY SALES IN CASE? Response (In Percentage) 64 20 12 4 Daily Sales 1–2 Case 3-5 Case 6-10 case More than 10 Case 80 60 40 20 0 1-2 Case 3-5 Case 6-10 Case <10 case FIGURE 16 INTERPRETATION 64% of the retailers have daily sales of 1-2 Case. and 20% of the retailers have daily sales of 3-5 Case.9) Which company advertisement and publicity level is high in your opinion? BRAND COKE PEPSI Response in % 45 55 COKE 45% PEPSI 55% INTERPRETATION Schemes and promotional activities done by Pepsi are more than Coke.

71 | P a g e . Only 1% rated Coca Cola as very bad.11) COCA COLA SHOULD IMPROVE UPON? Response (In Percentage) Sales Promotion Service Schemes Distribution 30 25 20 15 10 5 0 SALES PROMOTION SERVICE SCHEMES DISTRIBUTION 24 30 24 22 FIGURE 17 12) HOW WOULD YOU RATE COCA COLA? Response (In Percentage) Excellent Good Average Bad Very bad 40 20 0 EXCELLENT GOOD AVERAGE 38 34 19 8 1 BAD VERY BAD FIGURE 18 INTERPRETATION 38% of the retailer’s were extremely happy with the Coca Cola. 34% rated Coca Cola good and 19% of them rated as average.

which may provide a deceptive picture in comparison of the study based on long run.Limitations of the Research 1. Method of data collection was through personal interview and therefore personal bias becomes a major limitation. 5. The time period allotted for the study was only of two months. The scope of study is restricted only to a part of Lucknow. 3. 2. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified. 4. 72 | P a g e . Due to their busy schedule some vendors won’t give answers to all the questions in the questionnaire.

It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers BRAND AVAILABILITY The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. MARKETING At every petrol-pump we should install Fountain Machine.Suggestions ADVERTISING AND SALES PROMOTION Advertisements play a very important role here. otherwise the consumer may go for substitute. 73 | P a g e . so if heavy advertisements will be carried out and display material should be provided to the retailers on more regular basis to increase the sales level ENVIRONMENTAL CHECK From the study it is found that most of the people prefer use of plastic bottles instead of others which is not a environment friendly so it should be checked. DISRTIBUTION CHANNEL Proper distribution channel should be used in some areas so that company can increase their profits.

coca-cola.wikipedia. Phillip.uk www.distributing-company.google. Kothari C.bbc.Bibliography WEB-SITES: ♣ ♣ ♣ ♣ ♣ ♣ ♣ ♣ www. Pearson Education (Singapore) Pvt.com www.com BOOKS: ♣ Research Methodology.coca-colaindia. Ltd.indiatimes.economictimes. 74 | P a g e . Branding Kotler.com www.ask-jeeves. ♣ With the help of various marketing websites.com www.com http://news. 11 edition.R. Delhi. Wishwa Prakashan edition 2003. ♣ Multi level and Direct Marketing.co.com www. Marketing Management. New Delhi. Research Methodology Methods and Technology. th NEWS PAPER: ♣ The Times Of India ♣ Economic Times ♣ With the help of the senior executives of the company an attempt has been made in order to define the processes and procedures followed.com www.

Q2) Why are you not selling the Coca Cola or Pepsi product? (A) In RGB COCA COLA SPRITE (B)In PET Q3) How many brands are available in your shop in the RGB and PET Bottles? THUMS UP LIMCA MAAZA COCA COLA BOTH COCA COLA SPRITE FANTA MMPO FANTA THUMS UP LIMCA MAAZA Q5) Whether the purity of the refrigerator is maintained or not? Q6) Which brand is preferred by the customers? PEPSI BRANDS YES Q4) Which company Visi Cooler are you having? PEPSI COCA COLA BOTH NIMBO FRESH COCA COLA BRANDS 75 | P a g e NO . NO. …………………………………………………………. ADDRESS……………………………………………………………………… TEL.Questionnaire Q1) Which brand do you sell? PEPSI NAME OF THE SHOP……………………………………………………….

Very Bad Bad Very Good Thank you very much for your kind cooperation!!!!!!! 76 | P a g e .Q7) Are you satisfied with the distribution network? YES YES Q9) Which company advertisement and sales promotion activities are better? Q10) Your daily sales? More than 10 CASES YES 1-2 CASE PEPSI COCA COLA Q8) Are you aware of the various schemes run by the coca cola? NO NO 3-5 CASES 6-10 CASES Q11) Do you think promotional activities can increase sales? Q12) According to you a company should improve upon? Distribution Sales Promotion Excellent Service Schemes NO Q13) How would you rate Coca Cola? Average COMPLAINTS OR SUGGESTIONS………………….

77 | P a g e .

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