A

PROJECT REPORT
ON
“ADVERTISING MANAGEMENT”
FOR

SUBMITTED IN PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

Submitted By: Submitted To:

Ravi Kant Verma Dr. Manish Jain

MBA 3rd sem. Head of the Department
.(MBA)

ARYA INSTITUTE OF ENGINEERING AND TECHNOLOGY,

KUKAS, JAIPUR

RAJASTHAN TECHNICAL UNIVERSITY

( 2011-2013)

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2
 PREFACE

Education is continuous process of learning it covers theoretical as well as behavioral

aspect. Every study is incomplete without having well planned and concrete exposure to its
students. So far management student is not exception. This project report was made during
the summer training in partial fulfillment requirement for the degree of Master of Business
Administration.

M.B.A. student required undergoing a practical training for 45 Days in any Business
organization. This project report is comprehensive analysis of retailer’s Promotion,
satisfaction and consumer survey on promotion mix regarding soft drinks study conducted
in two parts retailers & consumers.

Questionnaires were filled on the opinion of retailers and consumers and suggestions were
based on face to face interaction with consumer & retailers. This study based on the survey
conducted in restaurants, general stores, pan bhandar, juice center, club & hotels to
analyse the advertising coca cola products.

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 Acknowledgement

I express my warmest thanks & deep sense of gratitude to the individuals for their generous
help in discussing the project and giving their valuable time in successful completion of this
project. Time to time I got constructive suggestions, guidance and encouragement.

I would like to express my deep thanks to Dr. Arvind Agarwal, President, Arya Group of
Colleges and Prof. M. L. Gupta, Principal, Arya Institute of Engineering & Technology,
Jaipur for extending me the opportunity of presenting the Final year project and providing
all the necessary resources for this purpose.

With much pride and delight I would like to express my sincere thanks to Dr. Manish Jain
(Head of the department) for his excellent guidance and valuable suggestions throughout
the project work. I express heartfelt thanks to Mr. Anshul Mathur (Project Guide) for her
wonderful support and for giving me an opportunity to present project report on
“Advertising Management” of coca cola.

I also want to give my humble regards to Ms. Padma Sharma, Mr. Pramod Sharma, Ms.
Nisha Goyal, , Ms. Ankita Pareek , Ms. Priyanka & Ms. Anchal Sharma for their valuable
support and believe in my work. Without their sustained interest and encouragement, this
work could not have been possible to reach the state of completion with satisfaction. In fact
it is their real devotion to the development work, which instilled in me, the need of a
passionate commitment to pursue this project.

I am also grateful to all my friends for providing critical feedback and support whenever
required. There are times in such projects when the clock beats you time and again and
you run out of energy, you just want to finish it once and forever. Parents made me endure
such times with their unfailing humour and warm wishes.

I regret for any inadvertent omissions.

Name of Student Ravi Kant Verma

Class MBA III SEM.

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 EXECUTIVE SUMMARY

This summary report was under taken by Coca Cola to find out the way for increase in
home delivery and also to know about the consumer’s preference & effectiveness of
scheme for the consumers. For this purpose, the survey was conducted in various area
covered by JAIPUR sales. The area covered are ,Railway station, Housing board, , New
Bus Station, Hope circus, clock tower circle, tripolia market, shivaji park. The data was
collected by questionnaire. The sample size was 500 consumers. The findings and
notifications are summarized as below:

Mostly consumers like cola flavour and Bisleri Brand. After this comes Thums-up and coke.
The consumers drink occasionally through taste. They purchase 2 Ltrs pet for Home
consumption by self-service. The scheme does not reach honestly to outlet holders. The
over all survey report gives the clear picture that the Bisleri is the mostly liked by the
consumers still consumers want that company should provide the facility of home delivery
to them.

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 CONTENTS

1. industry profile 01
2. History of the organization 06
3. Compititor company 37
4. Research methodology 42
4.1 Title of the study
4.2 Duration of the project
4.3 Objective of study
4.4 Type of research
4.5 Sample size and method of selecting sample
4.6 Scope of study
4.7 Limitation of study
5. Facts and finding 50
6. Analysis and interpretation 51
7. Swot 54
8. Conclusion 60
9. Recommendation and suggestion 61
10. Appendix 62
11. Bibliography 65

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 INDUSTRY PROFILE

THE INDIAN SOFT DRINK MARKET

The Indian carbonated soft drink market is estimated at Rs 2000 cores by value for the
remaining part. In India swigging a carbonated beverage is still considered. A taste, virtually
a luxury. Indian’s per capital consumption of 3 serving is rock bottom. Less even then our
neighbors Pakistan and Bangladesh. Where it is four times as much.

In U.S the per capital consumption is 700bottels/year the soft drink industry logged in
a20%growth in year 1995 with the estimated sales of 140 million cases (24bottel in each
case) up from 125 million case in the previous year. There are 310000 retailers stoking soft
drink in India. Coke is the leading in India soft drink market with Pepsi at no. 2 position.

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 TRUST THE COKE

The magic of coca cola doesn’t come simply from our product and brand . it also comes
from the relationship innovation thanking and diversity of people who contribute to the
energy and success of coca-cola every day . reaching out , extending boundaries and
finding common brands are part of the real magic of coca- cola.

That’s as true today as it ever has been .our energy comes from relating to people and truly
understanding their life style and taste. What drives us forward is our desire to ensure that ,
all around the global , coca cola company and its partners provide people what they want to
drink on any occasion , any time , day , at any point their lives.

“In India, the visibility is so high that your immediately notice their absence. This is perhaps
why you find people actually including coals among top 10 trusted brands. Colas are getting
integrated into people’s lives and getting into daily occasions in their lives,” says C.E.O. of
coca-cola company. But it is not the part about colas in general that is warming the cockles
of his heart. It is the domination of coke and Thums-up in the ranking over Pepsi. An
impendent ranking puts coke at 8 and Thums-up at 4, not only among the top ten trusted
brands but also higher on the scale than Pepsi, at 9 is worth a lot to coke which has been
looking for ac respite for sometime.

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 THE INDIAN COLA SCENARIO

The coke company entered in India in the early 1950’s. It set-up four bottling plants at
Mumbai, Kolkota, Kanpur and Delhi.

In 1950’s as their negligible companies in India market therefore coke did not face much
competition and they were accepted in Indian market more easily. All age groups accepted
the brand. The full credit goes to coke for marketing soft drink popular in India. By the end
of 1977, coca-cola had captured more than 45% of market share of India. Then coke left in
India following Public disputes over share holding structure and import permit as per FERA
regulations the company was registered to Indian or close operation came to an end in July
1997.

“Focus, focus and stream-roller ahead” with this classic coke speak, coca-cola re-entered
into Indian market after 17 years in 1993, by striking a $ 40 million deal with parle. Coke
launched his first plant in hathras near Agra on Oct 26. a strategic alliance with Parle
exports gave the company existent ownership of the nation top soft drink brand like Thums-
up limca, Gold-spot and Maaza Access to parle’s extensive 52 plants bottling network and
abase for the rapit introduction of the company’s international brands. This network
independently owned bottles and is India’s largest soft drink bottling system.

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 OVERVIEW ABOUT COCA-COLA

Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an
experience that millions of others have savored. All of those individual experiences
combined have created a worldwide phenomenon – a truly global brand.
The Coca-Cola Company, nourishing the global community with the world’s largest selling
soft drink since 1886, returned to India in 1993 after a gap of 16 years giving a new thumbs-
up to the Indian Soft Drink Market. In the same year, the Company took over ownership of
the nation's top soft-drink brands and bottling network. No wonder, our brands have
assumed an iconic status in the minds of the consumers.
Coca-Cola serves in India some of the most recalled brands across the world including
names such as Coca-Cola, Diet Coke, Sprite, Fanta, Thums Up, Limca, Maaza and Kinley
(packaged drinking water).

The business system of the Company in India directly employs approximately 6,000 people,
and indirectly creates employment for many more in related industries through our vast
procurement, supply and distribution system.

The vast Indian operations comprise 25 company-owned bottling operations and 24

franchisee-owned bottling operations. That apart, a network of contract-packers also
manufactures a range of products for the Company. On the distribution front, 10-tonne
trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities,
ensure availability of our brands in every nook and corner of the country.

The company-owned Bottling arm of the Indian Operations, Hindustan Coca-Cola

Beverages Private Limited is responsible for the manufacture, sale and distribution of
beverages across the country.

A career at Hindustan Coca-Cola Beverages Pvt. Ltd. is truly a one-of-a-kind experience.

Come taste life at Coca-Cola.

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 MISSION OF COCA-COLA

 TO REFRESH THE WORLD-IN MIND, BODY, AND SPIRIT.

 TO INSPIRE MOMENTS OF OPTIMISM THROUGH OUR BRAND AND ACTION.

 TO CREATE VALUE AND MAKE DIFFERENCE-EVERYWHERE WE ENGAGE.

VISION OF COCA-COLA

Profit : Maximize the return of shareholder.

People : Establish a great place to work where people are inspired to the best
they can do.

Portfolio : bringing to the world a portfolio of beverage brands that anticipate and
safety people’s desire and need.

Partners : Nurturing a wining network of partners and building a mutual loyalty.

Planet : Being a responsible global citizen that makes a difference

VALUE OF COCA-COLA

 Leadership: "The courage to shape a better future"

 Passion: "Committed in heart and mind”

 Integrity: "Be real"

 Accountability: "If it is to be, it’s up to me"

 Collaboration: "Leverage collective genius"

 Innovation: "Seek, imagine, create, delight"

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 Quality: "What we do, we do well"

COCA-COLA- A BRIEF HISTORY

DR.JHON STITH PEMBERTON

The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith
Pemberton, a local pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the new product down the
street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a
soda fountain drink.

Carbonated water was teamed with the new syrup to produce a drink that was at once
"Delicious and Refreshing," .Dr. Pemberton's partner and bookkeeper, Frank M. Robinson,
suggested the name and penned the now famous trademark "Coca-Cola" in his unique
script. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting
thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs
reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to
inform passersby that the new beverage was for soda fountain refreshment.

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Dr. Pemberton never realized the potential of the beverage he created. He gradually sold
portions of his business to various partners and, just prior to his death in 1888, sold his
remaining interest in Coca-Cola to Asa G. Candler.

An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights
and acquire complete control.

On May 1, 1889, Asa Candler published a full-page advertisement in The Atlanta Journal,
proclaiming his wholesale and retail drug business as "sole proprietors of Coca-Cola ...
Delicious. Refreshing. Exhilarating. Invigorating." Sole ownership, which Mr. Candler did not
actually achieve until 1891, cost a total of $2,300.

By 1892, Mr. Candler's flair for merchandising had boosted sales of Coca-Cola syrup nearly
tenfold. He soon liquidated his pharmaceutical business and focused his full attention on
the soft drink. With his brother, John S. Candler, John Pemberton's former partner Frank
Robinson and two other associates, Mr. Candler formed a Georgia corporation named The
Coca-Cola Company. Initial capitalization was $100,000.

The trademark "Coca-Cola," used in the marketplace since 1886, was registered in the
United States Patent Office on January 31, 1893. (Registration has been renewed
periodically.) That same year the first dividend was paid; at $20 per share, it amounted to
20 percent of the book value of a share of stock.

A firm believer in advertising, Mr. Candler expanded on Dr. Pemberton's marketing efforts,
distributing thousands of coupons for a complimentary glass of Coca-Cola. He promoted
the product incessantly, distributing souvenir fans, calendars, clocks, urns and countless
novelties, all depicting the trademark. The business continued to grow, and in 1894, the first
syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were
opened in Chicago, Illinois, and Los Angeles, California, the following year.
While Mr. Candler's efforts focused on boosting soda fountain sales, another concept was
being developed that would spread the enjoyment of Coca-Cola worldwide. In 1894, in
Vicksburg, Mississippi, Joseph A. Biedenharn was so impressed by the growing demand for
Coca-Cola at his soda fountain that he installed bottling machinery in the rear of his store
and began to sell cases of Coca-Cola to farms and lumber camps up and down the
Mississippi River. He was the first bottler of Coca-Cola.

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Large-scale bottling was made possible in 1899, when Benjamin F. Thomas and Joseph B.
Whitehead of Chattanooga, Tennessee, secured from Mr. Candler the exclusive rights to
bottle and sell Coca-Cola in practically the entire United States. With contract in hand, they
joined another Chattanoogan, John T. Lupton, and began to develop what is today the
worldwide Coca-Cola bottling system.

A variety of straight-sided containers was used through 1915, but as soft-drink competition
intensified, so did imitation. Coca-Cola deserved a distinctive package, and in 1916, the
bottlers approved the unique contour bottle designed by the Root Glass Company of Terre
Haute, Indiana.

The now-familiar shape was granted registration as a trademark by the U.S. Patent Office
in 1977, an honor accorded only a handful of other packages. The bottle thus joined the
trademarks "Coca-Cola," registered in 1893, and "Coke®," registered in 1945.

In 1919, the Candler interests sold The Coca-Cola Company to Atlanta banker Ernest
Woodruff and an investor group for $25 million. The business was reincorporated as a
Delaware corporation, and 500,000 shares of its common stock were sold publicly for $40
per share.

The Company pioneered the innovative six-bottle carton in the early 1920s, for example,
making it easier for the consumer to take Coca-Cola home. The simple cardboard carton,
described as "a home package with a handle of invitation," became one of the industry's
most powerful merchandising tools. By the end of 1928, Coca-Cola sales in bottles had for
the first time exceeded fountain sales.

During 1886, Coca Cola's first year, sales averaged a modest nine drinks per day. In 2004,
over 1.3 billion beverage servings are sold each day. Although Coca-Cola® was first
created in the United States, it quickly became popular wherever it went. Today, they
produce nearly 400 brands in over 200 countries. More than 70 percent of their income
comes from outside the U.S., making The Coca-Cola Company a truly global company
LANDMARKS ACHIEVMENT

1893-94 Coca-cola registered at the U.S patent office

1899 Bottled and sold by Mississippi merchant.

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 1900 coca-cola bottling plant came up in Chattanooga
Tenesssive and Atlanta

1919 It was acquired by Robert woodruff.

1920 There came into existence around 1000 bottling plant

1960 A new aerated drink fanta appeared on the shelves

Of market.

1963 A one- calorie cola tab was launched.

1966 A low calorie citrus drink was launched.

COCA-COLA CO. LAUNCHED DIET COKE FOR HEALTH

Conscious drink.

Launched with a new formula to coke preparation having sweeter taste

Company went for more creative advertising so coke spited up its$200 million between
McCann Enckson and creative artist agency.

Coke went to joint venture with Parle.

TodayCompany Corporation is worth $16.2billions.

It reigns 47% of global soft drink market.

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 INVESTMENTS

Coca-cola has set up a fully integrated operation in India- manufacturing research &
development, marketing, distribution and franchise.. it has set up a holding company
to accelerate growth through new initiative and joint ventures. Coca-cola is fully
committed to India and the national objective of, development of technology and
accelerating exports and employment. Since its re entry in 1993 it has invested more
than US $ 1 billion in India. Coca-cola is one of the top international investers in
India.In 2003,coca-cola India pledge to invest a further US$ 100 million in its
operation.

EMPLOYMENT

Coca-cola businesses in India are highly employment oriented. The company currently
provides direct & indirect employment to nearly 52000 persons in its entire management &
work force is Indian. Its beverage business is very distribution intensive. Coca-cola services
every outlet at least 2-3 times a week, in summer many outlets require to be serviced both
in the morning & in the evening. It currently supply goods directly to over3, 50,000 outlets in

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India & every year coca-cola adds an additional 8,00,000-10,00,000 outlets, 5,000-7,000
being totally new outlets, who start a shop.

With its products. A company salesman along with two helpers an at best service 40 outlets
per day i.e. for every 100 outlets that coca-cola service, it needs a three people team. In
addition, coca-cola has 19 company owned factory throughout the country & 21 factories
owned by its Indian Bottling partners. It has put up 8 new green field sites, all of them in
backward region of different states. Similarly its bottling partners have put up in the last
three years 8 new factories coca-cola also bottling partners have put up in the last three
years 8 new factories. Coca-cola also supplies nearly 5,000 fountain machines, free of cost
to shopkeepers who sell its beverages in cups & empty two people from morning to evening
to sell these cups. Hence it calculates very clearly very clearly the entire direct & indirect
workforce in its business. In addition it provides employment to-

a) Small artisans, painters etc. Engaged in market place activities, such as painting
shop boards, hoardings, banners, wall paintings & other forms of signage.

b) Those engaged in manufacture/ supply of raw materials/ packaging material, display

material etc. E.g. sugar, glass bottle, plastic crates, papers cups, visi coolers,
refrigerators, ice cheats, Co2 etc.

EXPORTS

Exports are a major business for COCA-COLA in India. COCA-COLA exports have grown
from 9 crore in 1991-92 to over Rs. 200 crores in 1997-98. Coke’s three-point strategy for
exports is-

a) Global sourcing of raw materials/ packaging materials from India for its various
companies & bottlers.

b) Exports of value added branded food products.

c) Extensive development of agriculture of fruits & vegetables.

COCA-COLA is a recognized trading House under the exports- imports policy. The exports
baskets consist of-

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High pressure mounding grade resin through a 100% EOU with Rs. 75 crores investment &
annual worth Rs. 100 crores.

a) Beverages concentrate.

b) High quality returnable bottles, with technology provided by COCA-COLA R& D.

c) High technology non- returnable bottles.

d) High quality plastic crates.

e) Promotional material such as footballs for the COCA-COLA system worldwide.

f) Paper boxes for restaurant chains.

COCA-COLA believes in attaining local growth by:

a. Building infrastructure ahead- COCA-COLA believes in building a suitable bottling

capacity & considerable market equipments.

b. Focus on execution excellence- COCA-COLA focuses on capacity building and

maintaining adequate system for froth.

c. Strengthening bottler network COCA-COLA believes in strengthening the bottlers

network by giving them adequate training, guidance & providing the partnership like
relationship. COCA-COLA believes in selecting best practice bottlers.

d. Research & penetration in rural & semi rural markets.

e. Conducting consumer focused marketing program, which includes new promotion

schemes, discounts, events, packaging etc.

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ORGANISATION STRUCTURE

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PRODUCT OF COCA-COLA

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 The world's favorite drink. The world's most valuable brand. The most
recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble beginning in
1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more people, even in the
remote and inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving cinema
industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring
the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in
Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life
ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola
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launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make
it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the
country and this pricing initiative togetherwith improved distribution ensured that all brands
in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as Karishma
Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the
past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

SIZE OF COCA-COLA

Glass PET Can Fountain

500 ml,,
200 ml, 300 ml 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the botto

SIZE OF THUMS-UP

Glass PET Can Fountain

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 500 ml,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml

lime n'
lemoni Limca , the drink that can cast a tangy refreshing spell
on anyone, anywhere. Born in 1971, Limca has been the original
thirst choice, of millions of consumers for over 3 decades.
The brand has been displaying healthy volume growths year on
year and Limca continues to be the leading flavour soft drink in
the country.

The success formula? The sharp fizz and lemoni bite combined
with the single minded positioning of the brand as the ultimate
refresher has continuously strengthened the brand franchise.
Limca energizes, refreshes and transforms. Dive into the zingy

refreshment of Limca and walk away a new person ..

SIZE OF LIMCA

Glass PET Can Fountain

500 ml,

200 ml, 300 ml 330 ml Various Sizes

2 L, 2.25 L,
500 ml + 100 ml

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Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In
India, Sprite was launched in year 1999 & today. it has grown to be one of the fastest
growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth
icon. Why? With a strong appeal to the youth, Sprite has stood for a straightforward and
honest attitude. Its clear crisp refers hingtaste encourages the today's youth to trust their
instincts, influence them to be true to who they are and to obey their thirst.

SIZE OF SPRITE

GLASS PET Can Fountain

500 ml,

200 ml, 300 ml 330 ml Various Sizes

2 L, 2.25 L,
500 ml + 100 ml

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Internationally, Fanta –

The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since
1940's. Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one
to indulge in the moment. This positive imagery is associated with happy, cheerful and
special times with friends.

SIZE OF FANTA

Glass PET Can Fountain

500 ml,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml

Maaza was launched in

1976. Here was a drink that offered the same real taste of fruit juices and was available
throughout the year.In 1993, Maaza was acquired by Coca-Cola India. Maaza currently
dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with Mango. This has been the

25
result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein
Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink,
which delivers the real experience of fruit. The current advertising of Maaza positions it as
an enabler of fun friendship moments between moms and kids as moms trust the brand and
the kids love its taste. The campaign builds on the existing equity of the brand and delivers
a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza
Maaza"

Glass Tetrapak PET Fountain

200 ml, 125 ml,

1200 ml Various Sizes
250 ml 200 ml

In
the company's journey towards the vision
'leading the beverage revolution in India',
now even Garam matlab Coca-Cola…. A
hot new launch from Coca-Cola India.
Georgia, quality tea and coffee served from
state of the art vending machines is positioned to tap into the
nations biggest beverage category. Georgia, which promises a
great tasting, consistent, hygienic and affordable cuppa is

available in a range of sizzling flavours, adrak, elaichi, masala and plain tea cappuccino,
mochaccino and regular coffee.
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.
Georgia aims to become the consumers preferred choice of hot beverage when he is on the
go, the brand is well on course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the premium brand which caters
26
to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is
delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available
exclusively at McDonalds outlets across the country Georgia Gold has driven coffee sales
through the roof. The success of hot beverages from Georgia Gold has resulted in
extension into the cold category, with the introduction of Ice Tea and Cold Coffe

The history of the Minute Maid brand goes as far back as 1945 when the
Florida Foods Corporation developed orange juice powder. The company
developed a process that eliminated 80 of the water in orange juice, forming a
frozen concentrate that when reconstituted created orange juice. They branded
it Minute Maid, a name connoting the convenience and the ease of preparation
(In a minute). Minute Maid thus moved from a powdered concentrate to the first
ever orange juice from concentrate.

Minute Maid- One of the world's largest juice and juice drink brands

Over the years, through innovations and unmatched consumer experience

provided in over 60 countries, Minute Maid brand has clearly become one of
the world's largest juice and juice drink brands. The launch of Minute Maid
Pulpy Orange in India (starting with the south of the country) is aimed to further
extend the leadership of Coca-Cola in India in the juice drink category.

Available in two PET pack sizes

400 ml and 1 liters and 1.25 liters.

27
 Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual
purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of
life, a celebration of life itself.

The importance of water can never be understated. Particularly in a nation such as India
where water governs the lives of the millions, be it as part of everyday rituals or as the
monsoon which gives life to the sub-continent

Kinley water understands the importance and value of this life giving force. Kinley water
thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe
and pure.

Kinley water comes with the assurance of safety from the Coca-Cola Company. That is
why we introduced Kinley with reverse-osmosis along with the latest technology to ensure
the purity of our product. That's why we go through rigorous testing procedures at each and
every location where Kinley is produced.

Because we believe that right to pure, safe drinking water is fundamental.

A universal need, that cannot be left to chance.

Product

R.B= returnable bottle

n.r.b= non-returnable bottle

i. coka

500ML(N.R.B),2 LT (N.R.B)

200ML(rb), 300 ml (rb)

ii. FANTA

300ml (rb)

500 ml (nrb), 1 lt & 2 lt (nrb)

iii. LIMKA

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200 ML (RB), 300ML (RB)

500ML & 2 LT (NRB)

Iv MAAZA

300ML (R.B), 1LT (NRB)

v. THUMPS-UP

200ML (RB), 300ML (RB)

500ML (NRB), 2LT (NRB)

Vi . pulpy orange

400ML (RB), 1LT (NRB)

Vii . KINLEY SODA

250 ML (NRB ), 500ML (RB)

Tin packs

BBL is also running 3 more plants located in barabanki , FAizabad, Hathras and the
following brands and packs are being supplied from these three plants these are:

Thumps-up

Coke 1 lt

Coke 2 LT

S.NO PRODUCT SIZE PRICE(Rs)

1 COCA COLA ½ LTR 20

200ML 7

29
 300ML 10

2LTR 45

2 THUMPS UP ½ LTR 20

200ML 7

300ML 10

2LTR 45

3 LIMCA ½ LTR 20

200ML 7

300ML 10

2LTR 45

4 FANTA ½ LTR 20

200ML 7

300ML 10

2LTR 45

5 SPRITE ½ LTR 20

200ML 7

300ML 10

2LTR 45

30
BRAND ORDER

COLOJ-K

Cola Lemon Orange Juice Kinley

Thums up Fanta Kinley

Coke
water

Limca Maaza
Sprite

EXECUTION STANDARDS

CHANNEL: GROCERY

OUTLET CATEGORY: DIAMOND

31
 AVAILABILITY STANDARDS

200ml/TP -

250ml/200ml Mz Maaza

300ml Thums up+[Coke,Limca,Sprite,Fanta(any3)]

330ml Diet coke,Coca cola (only for medium/high localty income)

500/600ml Thums up+[Coke,Limca,Sprite,Fanta(any3)] Maaza

1l/1.2l/1.5l/2l Thums up+[Coke,Limca,Sprite,Fanta(any3)] Maaza,Kinley

COOLER STANDARDS

Locality Income

20 c/s Visi Low

9 c/s Visi

30 c/s Visi Medium/High

20 c/s Visi

ACTIVATION STANDARDS

Essential activation standards:

 Display Rack(at least 1)

 3 Tier Rack with header(should be pure and atleast 50% charged)

 Shelf Display(other than rack,min 8 facings of any PET displayed and visible)

 Price communication and Visi cooler in prime position.

Optional activation standards:

32
  Counter top

 Aerial mobile hanger

 Crate display

 Road standee/Flange/Signage

EXECUTION STANDARDS

CHANNEL:GROCERY Outlet category:GOLD

AVAILABILITY STANDARDS

200ml/TP Thums up+[Coke,Limca,Sprite,Fanta(any3)] (only for low

locality income)

250ml/200ml Mz Maaza

300ml Thums up+[Coke,Limca,Sprite,Fanta(any3)] (only for

medium/high localty income)

500/600ml Thums up+[Coke,Limca,Sprite,Fanta(any2)] Maaza

1l/1.2l/1.5l/2l Thums up+[Coke,Limca,Sprite,Fanta(any2)] Maaza,Kinley

COOLER STANDARDS

Locality Income

9 c/s Visi

7 c/s Visi Low

33
9 c/s Visi

20 c/s Visi Medium/High

ACTIVATION STANDARDS

Essential activation standards:

 Display Rack(at least 1)

 3 Tier Rack with header(should be pure and atleast 50% charged)

 Shelf Display(other than rack,min 8 facings of any PET displayed and visible)

 Price communication and Visi cooler in prime position.

Optional activation standards:

 Counter top

 Aerial mobile hanger

 Crate display

 Road standee/Flange/Signage

 EXECUTION STANDARDS

CHANNEL:GROCERY Outlet category:SILVER

AVAILABILITY STANDARDS

200ml/TP Thums up+[Coke,Limca,Sprite,Fanta(any2)] (only for low

locality income)

250ml/200ml Mz Maaza

300ml Thums up+[Coke,Limca,Sprite,Fanta(any2)] (only for

34
 medium/high localty income)

330ml -

SALES PROMOTION

Introduction

Our world today is characterized by promotion. Everyday when we open the newspaper or
view and TV channels, we are bombarded with advertisement. Just look at the prized
sponsored by several firms at the end of the well know television programs like Shaktiman
on doordarshan, S Ree Ga Ma, sponsored by close upon Zee TV etc. Channels it isn’t the
prized on the television attract the consumer, it is the discount coupons, gifts and several
similar incentives programs creativity designed by the marketer that draws the customer to
the bran and the organization.

Growing significance of sales promotion

Sales promotion tools are used by most organization, including manufactures, distributorss,
retailers, trade associates and non-profit institution.Today in many consumers packaged
goods company’s sales promotion accounts for 75% or more of all marketing expenditure.
Sales promotion 12% annually, compared with advertising increase of only 7.7%.Sales
promotion is basically in three forms:

Consumer promotion: They are targeted towards final buyers.

Trade promotion: They are targeted towards retailers and wholesalers.

Sale force promotion: They are targeted towards the numbers of sales force

Basically sales promotion should be consumer relationship buildinOBJECTIVE OF

SALES PROMOTION

1. To stimulate the demand by popularizing the product

2. To face competition effectively.

3. To keep the memory of the products alive in the minds of the consumers.

35
 4. To supplement personal selling and advertising.

5. Toe establish and maintain communication with large market segment.

6. To induce middleman wholesalers and retailers to purchase goods in large quantity

by offering more facilities, higher trade and cash discounts, free gifts bonus etc.

7. To arrest seasonal decline in sales.

8. To assist salesman in increasing sales, achieving sales targets and salesmen’s

activities to problem sales.

9. To attract customers.

10. To help in introducing new products in the market

11. To introduce such sales promotion methods as to adopt aggressive selling and there
by increase sales.

12. To stimulate market research.

COCA-COLA: MARKETING STRATEGY

 Focus on availability and visibility of product

 Focus on Rural Market

 Regular market vigilance by market developer

 Distribution of schemes according to locality

 Extra Focus on monopoly outlets

 Aggressive advertisement

 Target Core Brands

 Satisfy Market Priorities

 Focus On Franchising with building a core of company owners

36
Focus on availability and visibility of product

Coca-cola works on “Dikhega to bikega” philosophy. This is a main formula of their

marketing strategy. So availability and visibility of product should be clear. for this reason
market developer daily comes to shops and regular check their products.

Focus on Rural Market

The rural market is a significant part of our marketing strategy which enables us to help the
consumer link with our product."

Sanjeev Gupta, Marketing Director - Cola-Cola

According to company sources, the idea was to position Coca-Cola as a generic brand for
cold drinks. The campaign was launched to support CCI's rural marketing initiatives.

CCI began focusing on the rural market in the early 2000s in order to increase volumes.
This decision was not surprising, given the huge size of the untapped rural market in India
With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the
rural market.

Nantoo Banerjee, spokeswoman - CCI, said, "The real market in India is in the rural areas.
If you can crack it, there is tremendous potential."

‘THANDA’ GOES RURAL

In early 2002, Coca-Cola India (CCI) a new advertisement campaign featuring leading
bollywood actor - Aamir Khan. The advertisement with the tag line - 'Thanda Matlab
Coca-Cola ' was targeted at rural and semi-urban consumers.

Regular market vigilance by market developer

To know the position of coke’s product in the market, coca-cola appoint some executive
who go into the market and check availability and visibility of product, take care companies’

37
assets, check visicooler and talk to shopkeeper and retailer and take feedback about their
product

Global Markets and Advertising Tactics

While there has been no general agreement on the status or reach of globalization by
critics, the term is recognized and often used in advertising and marketing strategy.
Maynard & Tian (2004) define globalization as the “rapidly developing process of complex
interconnections between societies, cultures and individuals worldwide (p. 287). In
business, globalization often means a company’s purposeful, strategic expansion into new
world markets. The same is not true for advertising and marketing firms. Firms in marketing
and advertising qualify as “service firms;” therefore, expansion into global markets is client-
driven- a firm must follow a client into an international market in order to remain competitive
and retain business. While challenging, Boggs, Magnuson and Westjohn (2009) believe
that international experience can serve as a good indicator of a “firm’s competitive
advantage in human, relational and organizational capital” (p. 28). Experience with
international markets gives firms a chance to test employees and experiment with new skills
and strategies. Succeeding in international markets may require shifts in innovation and
resources that leave a firm completely changed within (Lieberthal & Prahalad, 1998). Out of
all the aspects involved in the business mix, advertising is viewed as the most culture-
bound (Liu, 2002). Many newly international firms make the mistake of catering
advertisements toward the more Westernized populations of a country, which also tend to
be the most affluent. As a result, new firms miss a very large market share in the lower
socioeconomic classes who make up a large portion of the population in emerging markets
such as India and China (Lieberthal & Prahalad, 1998). Firms must also recognize that
while affluent consumers in emerging markets are far beyond their financial status in the
years before their country liberalized trade, they are not affluent by Western standards.

Another mistake commonly made by companies entering the international business sphere
is to assume that emerging international markets are new markets for old products. Without
considering a country’s specific interests, a firm can waste a lot of time and resources trying
to squeeze new money out of failed products and technologies (Lieberthal & Prahalad,
1998). Success in new markets requires that firms first build a broad understanding of the
country’s people, their needs and unique characteristics (Liu, 2002). Western brands have a

38
huge capacity to influence local consumers, and this influence may not always be positive.
Exposure to Western advertisements that are often material-oriented can have what Roth
(1995) describes as “the demonstration effect” (p. 166) on consumers in emerging
societies. The specific effect is that poorer consumers will buy symbolic or sensory products
in order to mimic the consumption cultures they see depicted in Western advertisements.

Globalization and Standardized Advertising

Globalization has two general approaches: the local and international. Some global
companies spend large amounts of time on campaigns that are highly specialized to a
specific country and others create one campaign strategy across all their global markets.
Companies who use a standardized approach to global marketing believe the approach will
reap benefits such as lower costs, increased control over the content of advertisements and
simplified planning processes (Hyman, Tansey & Zinkhan, 1990). When globalization first
entered the business world, a standardized approach was deemed best as countries were
expected to become increasingly alike. However, even in 1975, Marquez stated that
advertising that is catered to the values of a native culture is more effective than advertising
that speaks to a broad range of cultures. Standardization in advertising only makes sense
for companies whose brands have a similar position in every market (as cited in Pae,
Samiee & Tai, 2001). Brands that are well established have a distinct advantage over
others in international markets because they are widely recognized by consumers without
targeting specific cultural values (Pae, Samiee & Tai, 2001). For these brands, advertising
standardization may work. For others, more specific advertising campaigns are needed.

The Use of English in Global Advertisements

In 2002, Friedrich did an extensive study on the use of English in global . Despite the fact
that culture-specific advertising is more effective in many countries, English is commonly
seen in global advertisements created by both international and local firms. In some
instances, a country’s association of English with prestige is what first prompts use of the
language in advertisements. Soon after, English words are quickly accepted into local
jargon (Friedrich, 2002). The use of English in foreign advertising has other advantages too.
Instead of having only one language – one specific set of characters or codes – with which

39
to work, using English offers advertising firms a greater opportunity to be creative with
combinations (Friedrich, 2002). Brazil provides a good example of why English is often
incorporated into advertising. Many Brazilian consumers expect to see English words in
advertisements because they associate the presence of English words with an experience
shared between the Western world and developing countries (Friedrich, 2002). English is
used not for sound, but for appearance. In Brazil specifically, words that resemble English
are fabricated for some advertisements because they are short and look “cute” .

ADVERTISEMENT THEME

Achievement: The main design element of the advertisement suggests that the product will
increase recognition by peers or society through fame or success.

Festivity: The main design element of the advertisement suggests that the product
increases feelings of happiness or may cause celebration. Advertisements coded in this
category may also display surprise or amazement.

Nationalism: The main design element of the advertisement suggests that the product is
related to strong feelings about the country or government. Advertisements coded in this
category may also portray a community focus.

Satisfaction: The overall feeling of the advertisement or the person within the
advertisement portrays a fulfillment of needs related to the consumption of the product.
Personal/overall feel may give a sense of wellbeing or contentment.

Seduction: The main design element of the advertisement suggests that the product may
increase personal appeal or attract attention from members of the preferred sex.
Advertisements coded in this way may also portray the ideas of confidence or pretention.

Other: The main design element of the advertisement is not suggestive of any particular
feeling or theme.

40
DESIGN ELEMENT

Note on Design Element Coding: In order for a specific advertisement to be coded as one
of the following elements, that element must be the focal point of the advertisement.

CENTRAL IMAGE

Design: a mixing of ambiguous shapes and colors that provides a visual effect or appeal to
the audience but is not representative of an object, person or place;

Graphic: any design element in the form of an object or being that is digitally re-created; for
example, a cartoonish character, a logo, or an object that appears to be, but is not,
photographed;

Photo: any photograph taken of an actual occurrence or person used within the
advertisement;

Character: The focal point of the advertisement is any animated figure (e.g. an avatar or
cartoon) advocating for the product within the advertisement.

Item: The focal point of the advertisement is a physical item (e.g. a vase or a chair) that is
not a Coca-Cola product, a human being, or a physical, recognizable place.

Place: The focal point of the advertisement is a photograph or representation of a specific

and recognizable place in the world that holds some meaning for the message.

Product: The focal point of the advertisement is a Coca-Cola product in physical form: a
bottle, can or any line of product (e.g. Coke Zero). The product can be shown in a
photograph or as a re-created graphic.

41
Talent: The focal point of the advertisement is an actor/actress hired to play the role of
consumer or advocate within the advertisement.

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 hain Naam".

Help lot to make market image of maaza.

Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular
and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign
"Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-
drink brandcoca-Cola had signed on various celebrities including movie stars such as
Karishma Kapoor, cricketers such as Srinath,

VARIABLES

Needs for quench thirst, expressed as a demand for a chilled product, could be well
satisfied by any other soft drink available. It is only then that the interaction. Between the
customer & the salesmen bring fruit by pushing the product to the consumer. Some of the
other essential variables are:

42
  Ensuring range reach & availability

 Ensuring the visibility of the product.

 Ensuring the availability of the chilled product.

COMPETITOR

The biggest and perhaps the only serious for the coca-cola worldwide has an already been
Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to
coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the
leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster
its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-
Cola Company, other still competition to Pepsi, which despite this stiff competition is still by
far the single most popular Cola drink in India .
With both the companies being backed fully by the parent concerns based in the united
state, the fight to become the dominant player in the huge Indian Soft drink market
continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are
just some of the strategies being adopted by the two companies to outwit each other and
grab and large share of the market.In the Cola segment, which occupies by far the largest
chunk of the soft drink market in India, the market share of Coke is 60%while the market
share of Thums-up is 32.16%. The market share of Coke in this Cola Segment is 27.84%.
The remaining market share is occupied by the other brands, which constitute about 14% of
the Cola market share.
So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a
combined market share of 60% (32.16% + 27.84%) which is just higher than the market
share occupied by Pepsi on the all India basis.The market share for the Cola segment of
different in India is given in Graph below:The fight between the Rs. 1,000 Crore Pepsi co.
India. Pepsi and Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion Atlanta
based "The Coca-Cola' company to become India's No. 1 player seems likely to continue
unabated over the next four years".

43
Product lines of Coke& Pepsi are as follows:-

FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

COMPETITIVE AREA

44
The soft drink market all over the world has been witnessing a neck to neck battle between
the two major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchers
are trying hard to have to major chunk of the pie of carbonated soft drink market. Both the
players are spending their energies in building capacity, infrastructure, promotional activities
etc.
Coca-cola being 11 years older than Pepsi has dominated the scene in most of the soft
drink markets in the world and enjoying leadership in terms of market share. But the Coca-
Cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps
regularly. The two are posing threats to each other in every nook and corner of the world.
While Coca-Cola has been earning most of its bread and butter through beverage sales,
Pepsi has a multi products portfolio with some portion from the same business. The two
warriors are face to once again here in India with different strategies and tactics to attack
the rival. Coca-Cola is focusing upon the joint ventures with the existing bottlers (FOBO)
franchise owned bottling operations to enhance its control on manufacturing and
marketing of its products range and attain the quality standards of its class. Countering it
Pepsi has taken the battle its own hands by floating as investment of $ 95 billion to set
Pepsi Company. India holdings, as subsidiary for (COBO) Company owned bottling
operations. Both the companies are following different path to reach the same destiny i.e.
to fetch the bigger portion of aerated soft drink market. Both consider India a huge potential
market, as per capita consumption here is a mere 3 serving annually against the world
average of 80. Therefore, they are putting in their best efforts to woo the Indian consumer
who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to the international
norms minutes, a major hurdle to cross over for both the athletes for getting No. 1 position
comparison tot he inter. Coca-Cola is well set with its 53 bottling sites through out the
country giving tit an edge over competition by processing a well-built bottling and
distribution set-up. On the other hand, Pepsi, with two more years in India, has been able to
set an image of a winner in India and has been able to get the pulse of the India soft drink
market. The soft drink giants are leaving on stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product range with a
determination to change consumption pattern of soft drink in India. Firstly, they upgraded
the whole industry by introduction 300 ml bottles, which in turn had given the industry a
booming growth of 20% as compared to the earlier 5%. They want to develop a coca
culture here and are working on a strategy to offer soft drink in every possible package. In
45
Coca-Cola camp, the idea of competition has not come from Pepsi, but from the other
beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi is quite aggressive in its
approach to Indian Consumer. They are desperately working on the strategy to be winners
in the hot cola war between two big barons. According to Pepsi philosophy, it's the madness
that encourages executive to think, to conjure up those creative tactics to knock the fizz out
their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo.
They have been going with aggressive marketing by putting Sachin Tendulkar, Akshay
Kumar and now Shahrukh Khan in their advertisement to endorse their brand, the role
models for its targeted consumer the teenagers. They have increased the fizz in the market
place by introducing the dispensers called Fountain Pepsi and has been enjoying a lead
over its rival there. Coca-Cola on the other hand, has been working on the saying slow and
steady wins the race's side by retailing to every more of its competitor. They have procured
the shield of Thums-Up with a handsome market share in Indian soft drink market.
Countering Pepsi's international commercial that used two chimpanzees to cock a snoop at
coke, Thums-up come with the ad line, Don't be Bandar, taste the Thunder. Also Thums-
Up has been positioned now very near to that young image of Pepsi and giving it a though
time. drink of wills. World Cup, Pepsi blushed as nothing official about it. As Thums-Up
projected as 'Saaree Jahan Se Achcha' Pepsi was passionate enough with 'Freedom to
be' and now the "Yeh Dil Mange More" when Thums-Up came with Thunder Blast, the
other offered 'Pepsi Stuff Card'. If Red is meant for coke, Pepsi has chosen to be blue.

46
 MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
(Data of 2005-06 )
Overall volume of Coca-Cola products have increased by 40% whereas the industry growth
rate is 20%. Last year total sale of soft drink Industry in India was approximately 170 million
crates. Out of these around 60% was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive of Company.

47
 RESARCH METHODOLOGY

TITLE OF STUDY

“ADVERTISING MANAGEMENT”

OBJECT OF STUDY

In the field of marketing many kind of surveys are conducted by coca-cola team. This is and
important feed back for any kind of organization.

By the specific survey, which was conducted by coca-cola organization want to know the
right picture of the market of Jaipur. This study provides extensive information about the
position of company’s brand in Jaipur city.

In brief the important aims & objectives are:-

1. To increase volume, expand your beverage sales worldwide, maximize your long-
term budget, and to create value from improved economic profit .

2. To maintain position as the top company in the non-alcoholic beverage market, by

placing product in the right market at the right time.

3. Visicoolers survey in Jaipur city,

4. Average consumption of soft drinks in different seasons.

5. Analyzing the effect of scheme & discounts.

6. Evaluating the competitor’s strength & weakness.

Duration of the project

48
It took a time of six week to study the whole topic which was assigned to me.

Type of Research

1. DESCRIPTIVE RESEARCH:-

The type of research used in preparing this project report is Descriptive research includes
surveys and fact-findings enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs as it exists at present. The findings varun
Beverages Limited(Pepsi)of Alwar is totally based on descriptive type of research.

2. ANALYTICL RESEARCH:-

The another type of research used in this project report is analytical research which means
the researcher has to used facts or information already available,and analyze these to
make a critical evaluation of the material. The introduction,IndianMinral water Company
profiles etc are totally based on this analytical type of research.

 DATA COLLECTION

Data collection means collect the data from market or concern environment for supporting
the study. To collect the relevant data according to reseastudselected

an appropriate methods in data collection. There are two

type data viz.Primary data and those that are collected afresh and for the first time.
The task of data collection after a research problem has been defined and research
design is made. “The search for knowledge through objective and systematic method
of finding solution to a problem is research.”

1. PRIMARY DATA:-

2. SECONDARY DATA:-

Primary data are those data which are collected afresh and first time, thus happen to be
original in character Secondary dara are those which have already been collected by
someone else and which have already been passed through the statistical process.

49
 COLLECTION OF PRIMARY DATA:-

IN this project report I used the primary data. The collections of primary data are
collected by me during the course of during experimental research in a survey collecting
primary data and used various method.

1. Observation method

2. Interview Method

3. Questionnaires method

1. OBSERVATION METHOD:-

The observation method is the most commonly used method especially in studies relating
to behavioral of respondent for instance, in a study relating to consumer behavior, the
investigation instead of asking the brand of Pepsi used by the respondent. The main
advantage ofthis is that the subjective bias is eliminated if observation is done accurately.
Secondly the information get under this method relates to what is currently happening.

1. INTERVIEW METHOD:-

The interview method of collecting data involves presentation of oral verbal stimuli and
reply in terms of oral verbal responses. The method of collecting information through
personal interviews is usually carried out in a structured way. As such we call the interview
I prepared a set of predetermind question and get the answer of these question from
respondent in regarding pepsi and its brands.

2. QUESTIONNAIRES METHOD:-

In this method, a questionnaire is sent ( usually by post ) to the person concerned with a
request to answer the question and return the questionnaire. A questionnaire consists of a
number of question printed or typed in a define order on a from or set of forms.

50
 SEGMENTATION MODEL

Markets can be segmented along 3 lines- Outlet Volume, Locality Income & Channel
Cluster.

SEGMENTATION

CHANNEL LOCALITY OUTLET

CLUSTER INCOME VOLUME

GROCERY LOW DIAMOND

EATING & MEDIUM GOLD

DRINKING
HIGH SILVER
CONVENIENCE
BRONZE

Classification of Outlets on the basis of volume-

OUTLET KO VPO SLAB (phy c/s)

CLASSIFICATION

DIAMOND >800
51
GOLD 500-799

SILVER 200-499

BRONZE <200

OUTLETS :

GROCERY-

Outlets primarily engaged in retailing of food & various household items.It include
neighborhood outlet stocking provisions,edible & general household items of daily use e.g.-
commodities like flour,pulses,rice & branded household items like toothpaste, mosquito coil,
soap etc.

E & D-

Outlets selling items to eat which are being cooked within outlet, made at the outlet with
possibility of consuming those products within the outlet. The outlet may have a place to
sit.It includes QSRs / Bakery / Mithai stores / Restaurants /Bars / Juice centers / Soft Drink
shops / Ice-cream parlours / Tea shops etc.

CONVENIENCE-

Includes outlets which are small stores or shops generally accessible locally.These are
often located alongside busy roads. It includes Chemists / STD Booths / Pan-Beedi Shops
etc.

E & D includes :

Restaurant / QSR –

52
Restaurant / QSR are situated in most high footfall market areas and popular locations,
service on table, casual dining outlets with or without liquor, average time in outlet less than
an hour.

Take away-

On the go or consumption out of premise food & drink purchase lead by convenience or
impulse.

Fast Food-

Self service with limited menu.

Pubs-

Outlets selling alcoholic beverages & snack items. May be open till late at nights or 24 hrs.

Dhaba-

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.

Outlet at Petrol Pumps-

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.
53
 SCOPE OF STUDY

This study looked at advertisements from a single, successful, multinational corporation:

The Coca-Cola Company. Only one corporation was chosen in order to provide a consistent
institutional background for all the advertisements analyzed in the study and to allow the
researcher to focus on the content of the advertisements without having to worry about
variations in company mission or intent. The Coca-Cola Company has successfully entered
many different global markets, which demonstrates the company’s ability to utilize effective
global advertising strategies. Coca-Cola’s consistent, global success prompted the choice
of the company’s advertisements for analysis in this study.
The advertisements selected for this study were produced by Coca-Cola for use in the
United States, Brazil, India, China, Russia, and Nigeria. Advertisements from the United
States were included because the Coca-Cola Company originated there and U.S.
advertisements provided a control group for the study. Other countries were selected
because of their status as significant emerging world markets and to provide a sample of
differing cultures and geographic locations. Each country was also experiencing a
significant growth in advertising, which made it ideal for use in this study. Each
advertisement was chosen based on a specific set of criteria, and a convenience sampling
was used with Google search engine as the medium for selection.

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 LIMITATION OF STUDTY
 Considering the fact that nothing is perfect in this world. Every individual is bound to
make mistake at some point or the other.

 The information is collected only from retailer and by E.T.M.O form.

 The result has not been tasted.

 Information collection took 45 days.

 The respondent may be based or influence by some other factor.

 The minor concept and technique at the marketing management are used significant
in the project concern.

 Some time respondents were not in reply with full confidence and sometime they
reply without thinking over the matter.

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 RESEARCH FOR FINDING THE
SALES DECREMENT IN 2008 AS COMPARED TO 2007

1. Price factor (price has increased)

2. Competition with local drink like - fruit juice, lassi, Neebu-Pani
and Sharbat.
3. Competition with local brand drinks like-Jayainti in small area.
4. Insufficient scheme for retailers and salesman.
5. Negative marketing.
6. Empty problem.
7. Irregular supply in small village and town.

Research for sales promotion

1. To search the outlet which have less sales.

2. To boost the concerned outlet.

3. To find out competitors sales promotion scheme.

4. To find out Pepsi monopoly outlet.

VISICOOLERS SURVEY
1. Find out purity in COLA-COLA visicoolers.
2. This survey conduct by us, in that I had to find how many OYC, VISI, D-Freeze and
other company freeze on the outlets.
3. Find out which outlets want new VISI or other type of D-Freeze.
4. Find out the dead freeze or useless freeze.

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 DATA ANALYSIS:-

Market share of coca

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Celebrities prefer for promotion

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59
 SWOT Analysis

A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm usually can be classified as
strengths (S) or weaknesses (W), and those external to the firm can be classified as
opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to
as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources
and capabilities to the competitive environment in which it operates. As such, it is
instrumental in strategy formulation and selection. The following diagram shows how a
SWOT analysis fits into an environmental scan:

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SWOT Analysis Framework

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 Environmental Scan

/ \

Internal Analysis External Analysis

/\ /\

Strengths Weaknesses Opportunities Threats

SWOT Matrix

Strengths

A firm's strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage Examples of such strengths include:

 patents

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  strong brand names

 good reputation among customers

 cost advantages from proprietary know-how

 exclusive access to high grade natural resources

 favorable access to distribution networks

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example, each of the
following may be considered weaknesses:

 lack of patent protection

 a weak brand name

 poor reputation among customers

 high cost structure

 lack of access to the best natural resources

 lack of access to key distribution channels

In some cases, a weakness may be the flip side of a strength. Take the case in which a firm
has a large amount of manufacturing capacity. While this capacity may be considered a
strength that competitors do not share, it also may be a considered a weakness if the large
investment in manufacturing capacity prevents the firm from reacting quickly to changes in
the strategic environment.

Opportunities

The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such opportunities include:

 an unfulfilled customer need

 arrival of new technologies

 loosening of regulations
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  removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm. Some
examples of such threats include:

 shifts in consumer tastes away from the firm's products

 emergence of substitute products

 new regulations

 increased trade barriers

SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a
better chance at developing a competitive advantage by identifying a fit between the firm's
strengths and upcoming opportunities. In some cases, the firm can overcome a weakness
in order to prepare itself to pursue a compelling opportunity.To develop strategies that take
into account the SWOT profile, a matrix of these factors can be constructed. The SWOT
matrix (also known as a TOWS Matrix) is shown below:

SWOT / TOWS Matrix

Strengths Weaknesses

S-O strategies W-O strategies

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 Opportunities

S-T strategies W-T strategies

Threats

S-O strategies pursue opportunities that are a good fit to the company's strengths.

W-O strategies overcome weaknesses to pursue opportunities.

S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to
external threats.

 W-T strategies establish a defensive plan to prevent the firm's weaknesses from
making it highly susceptible to external threats

Discussion

Advertising is one of the most culture-bound elements of the business model and the Coca-
Cola Company has successfully used advertising to gain acceptance of its products in
emerging countries all over the world. This study sought to better understand Coca-Cola’s
advertising strategy and to gain insight into how these strategies and messages have
impacted the success of Coca-Cola products within emerging countries. As a company’s
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success in new markets is largely dependent on knowledge of the market and its ability to
reach audiences with different standards and beliefs, Coca-Cola’s success makes it a good
company to research when considering how advertising andculture interact to create
product success.

CONCLUSION:-

I had undertaken a project of the “signal sales agency”, Jaipur to find out the sales
promotion &market share by company. The survey was conducted in various areas of
Jaipur.

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  The market share of coke is higher then the other product but in the product, Thums-
up is largest selling product.
 Some retailer’s are facing a problem from distributors.
 Sale is based on the display so soft-drinks market introduced racks. It is the part of
advertising and other part of the advertising is glow –signboard.
 Chilling equipment is main part of sales promotion because the retailers are attracts
to sales the products.
 I found the proper display in racks &chilling equipment after my survey.

 Many factors are the Pepsi rack available in market in the large quantity.

RECOMMENDATION AND SUGGESTIONS:-

1. Ensure The Coca-Cola Company’s global Advertising and Marketing to Children

Policies are being effectively and consistently implemented at a regional level

2. Investigate how to provide nutritional information to consumers at point of sale and

through other methods, given the wide use of glass bottles without labels and low
levels of literacy in some areas.

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 3. Collaborate with independent health experts, civil society and governments to
explore whether additional guidance or action is needed to educate consumers on
nutrition and health.

4. Leverage marketing messages to educate consumers on the value of proper

nutrition, a balanced diet and regular physical activity

5. The results of this study suggest that further research is needed on Coca-Cola’s
advertising strategy in the other four steps of the Innovation Decision Process
developed by Rogers in 1995. While this study focused on the stage of persuasion,
exploration of Coca-Cola’s strategy in the stages of knowledge, decision,
implementation and throughout th company’s history in each of these countries
would provide further insight into the results of this study.

APPENDIX

CONSUMER SURVEY CONDUCTING FOR SURVEY

NAME………………………………………………………………………

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LOCALITY…………………………………………………………………

AGE…………………………………………………………………………

OCCUPATION……………………………………………………………...

1. Which Brand in cold drink you like most ( Give Rating )?

a) coke b) pepsi c) jayanti d)other

2. Does sales person of the outlet influence your decision ?

a) Yes b) No

3. Are you getting the home delivery of the mineral water drinks ?
a) Yes b) No

4. Which pack would you prefer for drink?

a)200ml. b)300ml. c)1.25lts. d)2lts.

5.Which celebrities do you most admire?

a)Model b)Actor/Actress c)Sports Persons d) Others

6.Which type of Promotional Schemes do you feel the water should

continue ?

a)Free gifts b)Discount

c)Under crown schemes d)Any other

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7.What improvement would you like to be added in the coca cola brand/pack?

a) Variety b)Quality
c)Promotional measures & influence d) Any other……

8.Are you going to arrange any party in coming months ?

a) Yes b) No

SCHOOL /COLLEGE /INSTITUTE SURVEY CONDUCTING FOR coca cola

SCHOOL () COLLEGE () INSTITUTE ()

Name :………………………………………………………..

Your Name :……………………………………………………

Your Designation :……………………………………………..

Locality :………………………………………………………….

1.Do you have canteen facility in your school/college/institute/

a) Yes ( )

b) No ()

2. If no are you interested to introduce a canteen in your school/college/institute?

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a) Yes ()

b) No ()

3. If yes do you have cold drink in your canteen in your

school/college./institute?

a) Yes ( b) No

BIBLIOGRAPHY:-

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REFERENCES

Web sites
 www.cocacola.com
 www.coke.com
 www.cocacolaindia.com

Magazines
 India Today
 Business word
 Business India
 Economic Times
 Material provided by the company
 Survey

Search Engines
 www.google.com
 www.yahoo.com

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