A

REPORT

ON

MARKETING STRATEGY OF COCA-COLA LTD.

For The Partial Fulfillment Of

MASTER OF BUSINESS ADMINISTRATION
(SESSION 2017-19)

UNDER THE GUIDANCE

SUBMITTED TO SUBMITTED BY
MS. SHWETA MISHRA JAY PRAKASH MISHRA
(Asst. Professor) ROLL.NO. - 1774770009
RAJ SMS (MBA 3RD SEM)

RAJ SCHOOL OF MANAGEMENT & SCIENCES VARANASI

AFFILIATED TO DR. APJ ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

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 ACKNOWLEDGEMENT

As we know that any successful study cannot be completed without cooperation of some
people. This project report has been completed with the cooperation and blessings of some
people.

I would like to express my sincere gratitude to Coca Cola India Ltd. for providing me the
opportunity to work in this organization and gain valuable experience.

I am grateful to Mr.Sandeep Mishra (Area Sales Manager) Coca cola India Ltd. (Varanasi)
who has given me valuable time and suggestion for the preparation of this project report.

I am indebted to my project guide MISS SHWETA SRIVASTAVA for her guidance and
valuable suggestion at every stage of the project.

I would like to express my gratitude for the valuable assistance and cooperation rendered by
all staff members of Coca cola India Ltd. (Varanasi)

I will be also obliged to my intimate friends and colleagues who have provided valuable
suggestion for the preparation of this project report.

Finally, I own my gratitude to all those who supported me in any respect during the
completion of the project.

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TABLE OF CONTENTS

 Acknowledgement 2

 Declaration 4

 Preface 5

 Objectives of Study 6-7

 Introduction 8-29

 Coca Cola India - Our Vision 30

 Coca Cola’s Strategy to Reach Increased Number of Customers 31-35

 Research Methodology 36-41

 Survey Terminology 62

 Market Promotion Analysis 63-66

 Findings & Analysis 67-80

 Explanation 81-83

 Limitation 84

 Recomondation 85-86

 Conclusion 87

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 Questionnaire 90-93

DECLARATION

I JAY PRAKASH MISHRA declare that this project report entitled

“Marketing strategy of Coca-Cola is an original piece of work done and

submitted by me towards partial fulfillment of my post graduate programme

in MBA, under the guidance of Mr. Sandeep mishra (ASM).

Date- JAY PRAKASH MISHRA

MBA 3RDSEM
ROLL.NO.-1774770009

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 PREFACE

“Acceptance of New challenge makes the path for future success”

Today companies must urgently and critically rethink their business mission and marketing

strategies. Instead of operating in a market place of fixed and known competition and stable

customer preferences, today companies work in war zone of rapidly changing

customer/competitor technological advance, new law, managed trade policies and

diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every category.

Consider that customer exhibit varying and diverse requirement for product service

combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet their

individual needs and expectation.

Therefore it is not surprising that today’s winning companies are those who succeed best in

satisfying indeed delighting, their target customer. If they can’t bring something special to get

market.

They will not last long. These companies are market. They will not last long. These

companies are market focused and customer driven.They pay extreme attention to quality and

service to meeting and even exceeding customer expectation.

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OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due consideration to

adhere to the advertising, sales promotion and various sales influencing factors of the soft

drink market.

In the fast changing competitive as well as economic scenario all around the world and the

domestic front, the main objective of the study are:-

 To study the promotional policies of the beverage companies onto various highways.

 Study the comparative adds promotion by Coke in respect to Pepsi.

 Analysis regarding displays set up on the highways by the companies in order to induce

the sales.

 Study for designing the budget requirement of the company for the coming year mainly

focusing marketing of the product.

 Basically survey on the type of promotional setback faced by their product not

representing up to mark performance.

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7
 INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in

INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite,

Vanilla Coke, Zico Coconut water etc.) hold a 62% market share that appears to bear

concentrated rush to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase in its

demand day by day. As far as INDIA soft drink market is concerned there are major

company’s engaged having a big completion to capture the soft drink market are namely

Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft

drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste

then Coke. Where as Coca-Cola major selling point was more drink for the same price and

Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was

started to fall relatively to Coke, resulting the Coca-Cola had starting to click the

Market share. A number of factory contributed to Pepsi problem were poor image, poor

taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for

merchandising. He and his staff recognized that the main hope lay transforming Pepsi from a

cheap imitator of Coke into a class on soft drink manufacturer.

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By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed

substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

In India another company engaged in soft drink market is Coca-Cola. It is one of the most

widely known, accepted and admired trademarks of the world. Coca-Cola was their in India

till 1977, when the Indian Government banned it due to strong resentment against

multinational company’s Coca-Cola was re-launched again in India in September 1993 at

“HATHRAS” near Agra. The India people welcomed the come back of their most loved Cola

in the country with great enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold

Spot, Limca, Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic idea behind

the rapid growth of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone unturned, for

monopolizing the India Soft Drink market.

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

India hold.

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

COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a

drinking product among Indians. The Coca-Cola in India has setup an independent

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organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout

decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of

this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,

looking after all its affairs under company owned bottling plant to establish integrated

marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Dist. This

plant has more sophisticated equipments, then the plant at Najibabad.

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CORE BRANDS IN INDIA
CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and

admired trademark around the globe. Not to mention the

best selling soft drink in the world.

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 Sprite: In 1961, a citrus-flavored drink made its U.S debut, using “Sprite Boy “as

inspiration for its name. This elf with silver hair and a big smile was used in 1940s

advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the

world’s most popular lemon-lime soft drink.

Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when

it was used for a few year for a soft drink created from available materials and flavors . The

name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange

drink we know today. It is now the trademark name for a line of flavored drinks around the

world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of

diet coke (also called coca-cola light in some countries). Diet coke quickly become the

number – one selling low –calorie soft drink in the world.

BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange cardonate soft drink was introduceB in the early 1950c, and

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

teenagers

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

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

company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non

carbonated mango soft drink with a rich, juict & natural mango taste.

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

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

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BRAND IN INDIAN

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ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

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1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink

Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

2008 - Aaaj Tu Jashan Manna Le

2012 - ‘Thandhe Ka Tadka’

2016 - “Taste The Feeling”

2018 - “Har Rista Bola, Mere Nam Ki Coca-Cola”

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 FABULOUS FACTS
ABOUT COCA-COLA

ABOUT COCA-COLA

1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –

Nagoya building in front of the Nagoya railway station. The sing is a double sphere

constructed from more then 46 tone of steel, more 940meter of neon tubing, and

more then, 879 light bulbs. The outer shape features the coca-cola logo and contour

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 bottle, while the inner sphere portrays a comic scene with twinkling planets and

stars.

2. One of the world’s largest signs for coca-cola is located on a hill called

“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made

from 70,000, 26 ounce bottles.

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

in Cartersville, Georgia.

4. Coca-cola is one of the world’s most recognizable trademarks recognized in

countries that account for 98 percent of the world’s population.

5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were

distributed to each person in the world. There would be 678 bottles or over 42

gallons for each person.

6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and

end to end to from a lane highway, it would wrap around the earth 82 times.

7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate

of 105 million gallons per second instead of water, the falls would flow for about a

day and a half 38 hours and 46 minutes.

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8. the largest representation of the world’s best known package 100 foot tall glass

contour bottle is located at world of coca-cola, LAS VEGAS

HISTORY
OF
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 COCA-COLA

HISTORY
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it

was May 1861 when the pharmacist concocted a caramel colored syrup in three–legged brass

kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug

cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or accident,

carbonated water was teamed with the new syrup, producing a drink that was proclaimed

“Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name

and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red

has been a distinctive color associated with the No.1 soft drink brand ever since. For his

efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta

chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.

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He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising

flair helped to expand the consumption of Coca-Cola to over $25 million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more

than six decades of leadership took the business of commercial success making Coca-Cola an

institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A.

Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded

to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a

hot summer in 1894.

HISTORY IN INDIA

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 HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an

absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up a

holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally

its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and

sixty distribution centers across India. In addition, it uses 20 contract packers to augment its

production capacity and cater to the increasing demand for its wide portfolio of beverage.

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PROMISE BY COCA-COLA

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 THE COCA-COLA PROMISE
The coca-cola company exists to benefits and refresh every one it touches. The basic

proposition of our business is simple, solid and timeless when we bring refreshment , value ,

joy and fun to our stakeholders then we successfully nurture and protect our brand ,

particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide

consistently attractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach for coca-cola

products for refreshment. They deserve the highest

Quality – every time . our promise to deliver that quality is the most important promise we

make . and it involves a world-wide , yet distinctively local , network of bottling partner ,

supplier , distributor and retailers whose success is paramount to our own. Our investment

in local communities in over 200 countries totals billions of dollars in jobs, facilities ,

marketing, the purchase of local good and services, and local business partnership. Always

and every where , we pursue continuous innovation in the products we offer the processes we

use to make them, the package we develop and the way we bring them to market .

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YOUR HEALTH & OUR BEVERAGES

YOUR HEALTH AND OUR BEVERAGES

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There is growing confusion about what constitutes a health diet. With so mush conflicting

information available about health and nutrition, it can be very difficult to determine what is

accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet

incorporates the basic principles of variety, balance and moderation without sacrificing

enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

 Soft drinks do not contribute to diabetes.

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

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

 The consumption of soft drinks has not affected calcium consumption.

 Sugar consumption has not been shown to cause obesity.

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

COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in customer

preference and loyalty, through Coca-Cola’s commitment to them and in a highly profitable

Coca-Cola corporate branded beverages system.

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 THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.

accomplishes the mission by working with its business partners to deliver satisfaction and

values to its customers, through world wide system of superior brands and services, thus

increasing brand equity on a global basis, create consumer products, services and

communications, customer service and bottling strategies, process and tools in order to create

competitive advantage and deliver superior value.

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STRATEGIES ADOPTED BY
COCA-COLA

COCA COLA’S
GLOBALIZATION STRATEGIES

The Coca Cola Company is global player and approximately 70 percent of its volume and 80

percent of its profit come from outside the United State Of America. Although it was

perceived as a standardized brand across the world, Coca Cola had been quietly fine turning

its international marketing strategies to suit the needs of individual national markets. Only the

brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin American and Europe,

where a heavy consumer preferred existed for lemon lime and orange sodas. Coke had

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developed a wide range of formulations and flavors to cater the needs of different countries.

In Indonesia Coke had been selling pineapple and banana flavored sodas which had been

carefully developed to suit local preferences. In Japan, Coca-Cola had added a coffee drink

called Georgia and energy healthy drink named Aquarius to its product line. In India, the

Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993.

SOFT DRINK PENETRATION IN THE UK

VIS-A-VIS INDIA

CSDpenetration in Britain, a nation of 58 million, is almost 100 percent . there is nowhere

that marketers can go with their cans. Compare this to India , an emerging market of 1 billion

people where penetration at national level is 13% . in rural India, it is less than 5%. The per

capita consumption of soft drinks (calculated as litres of soft drink per head per year) in the

UK is 203 while in India it has moved to nearly 7 from less than 1 pre-1990. there is plenty of

room still for an upsurge since this level is lower than other emerging economies in South

Asia, such as Pakistan at 19, Srilanka at 23, the Philippnes at 175 and Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They attract

high taxes, being treated as luxury goods by the Indian government. This makes them one of

the most expensive impulse foods for single serve consumption vis-à-vis others in the same

category like chocolates, biscuits, ice-creams and wafers, all of which have a much lower

entry price point. This makes CSDs unaffordable to a vast majority of Indian consumers, a

country with per capita income of

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$300

This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside

the home. Since a large proportion of women are confined to home, soft drink penetration

among women is much lower also , India with long spells of scorching heat has problems

with cooling infrastructure. fast moving consumer goods outlets in India, soft drink outlets

make up less than one third, many of whom don’t own electrical cooling equipment.

MORE FIZZ IN INDIA THAN IN THE UK

The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and Pepsi

(these are the only two beverage companies in India) to grow the category. Coke , for

certain ,is pushing the brand in emerging markets like India and China rather than in mature

markets like the UK. For instance in India, both are focused on extending distribution into

rural regions. This explains why they spent millions of rupees introducing smaller packs,

200ml bottles, at a cheaper price. Developing low cost home packs and creating numerous

occasions to drink CSDs are also part of the new strategy.

CSD GROWTH CHART: INDIA

The soft drinks market in India has registered significant growth rates after the liberazation of

the economy in the early 90’s . this phase of liberalization brought PepsiCo to India’s shores

in the 1989 and Coca-Cola for the second time in 1993. (it had exited from the country in

1977 when the then socialist government obliged foreign companies to shed majority stakes

in favour of growth , in healthy double digits , through the first half of the 90’s but has

declined to single digit level in the last few years. This is due to three reasons: the general

31
economic slowdown, frequent price increases in the last 3 years and the emergence of

cheaper alternatives such as powdered concentrates and bottled water.

COKE& PEPSI IN INDIA: A BRUISING COLA WAR

Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even

though the potential of carbonated drink is enormous in India, coke is not banking on CSDs

alone to fuel growth. A lesson well learn from developed markets like the UK. It has entered

new areas like kinley water , Georgia tea and coffee and its Sun fill dilutable drink. These are

its biggest growth engines in India at the moment. In fact, from single-serve water bottles,

Coke has now moved into the 20-litre home packs, which has given it substantial market

share. It is number two in the water business next only to the home-grown Bisleri.

Pepsi , like its counterpart in the UK, has been a laggard in this respect. Even though it has

launched Aquafina water in India , Pepsi does not seem to be pushing it. It has no presence in

the dilutable category.

But in contrast to the UK, the Pepsi brand has a huge presence in India , both in volume and

brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the early days

and , even today, Pepsi and Coke are running neek and neck in cola shares-explaining the

high pitch cola war on the Indian soil.

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RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the problem.

It may be understood as a science of studying how research is done scientifically. In it we

study the various steps that are generally adopted by the researcher in studying his research

problem along with logic behind them . it is necessary for the researcher to know not only the

research methods/techniques but also the methodology used. Researchers not only need to

know how to develop certain indices or tests , how to calculate mean or median or mode, how

to apply particular research techniques but must also know which of these methods or

techniques are relevant and what would they mean and indicate and why.

Research process consists of series of actions or steps necessary to effectively

carry out the research.

RESEARCH DESIGN:

The function of research design is to provide for collection of relevant evidence with minimal

expenditure of time effort and money. I followed the census method as I did daily route riding

along with the executives and the salesmen. I got opportunity to meet and interact with each

one of the retailers and closely came to know specific need of the promotion of Coca-Cola in

the market as a whole. I covered the distribution area under highways at Varanasi region.

Under the supervision I got number of relevant data from on spot inspection and personal

observation.

METHODS OF DATA COLLECTION:

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Observation and interaction with the retailers provided me in depth knowledge about the

availability of changes in promotional items provided by Pepsi and Coca-Cola by the

distributors. I collected all vital data from the outlets visits and survey during my summer

training and which would be of high consideration regarding the designing of the coming

years marketing budget by the Coca-Cola Company.

The survey sheet was instantaneously equipped of data duly observed by me and in a

systematic manner. The data thus inculcated is through Primary Source by Personal

Interviews, Enquiries and Observation. The responses thus received were also encouraging on

my behalf and as well as the company.

1.) MARKETING RESEARCH OBJECTIVES:

a.) To undertake a market study to know the Coca-Cola promotion on

the highways.

b.) Comparative sales promotion (accessories) analysis with regard to

Pepsi and Coca-Cola.

2. TYPE OF STUDY : EXPLORATORY

3. RESEARCH AREA : VARANASI

4 SOURCE OF INFORMATION : (PRIMARY)

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In this type of data collection mode the interviem\wer uses the wording and order that seems

most appropriate in the context of each interview. These interviews are useful in obtaining a

clearer understanding of the problem and determining what areas should be investigated.

5 DATA COLLECTION INSTRUMENT :

(SURVEY SHEET)

There are several ways of collecting the information considerably in the context of money

costs, time and other resoueces at the disposal of the researcher.

I collected data for my project work through the medium of Survey Sheets

In this method I got the prepared sheets from the company comprising of relevant questions

related with my project. Then I contacted respondents on their shops along with the sheets for

collecting the information.

6.) RESEARCH APPROACH: (SURVEY METHOD)

7.) SAMPLING PLAN:

Sample design is a definite plan determined before any data are actually collected for

obtaining a sample for a given population. The sample design to be used must be decided by

the researcher taking into consideration the nature of inquiry and other related factors.

I have paid attention on the following points while designing the sample:

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 a) Target population

b) Sample Unit

c) Sampling Size

d) Sampling Method

a). TARGET POPULATION:

The population of the study consisted of retailers and dealers. Target population was taken

from the city of Varanasi.

b). SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was likely to

be selected as any other outlet that is all the outlets of the population have equal chances.

Shops pursuing promotional tools (both dealers and retailers) in Varansi city.

c). SAMPLE SIZE:

a total of 200 shops were observed from the Varanasi city.

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d). SAMPLING METHOD: Purposive Sampling

38
 THE DATA REGARDING:

 How the accessories can be acquired ?

 When the accessories did come into distribution channelling?

 Were the retailers informed on the distribution?

 What encouraged them to posses the accessories?

 Are they enjoying back up from the company for promotional activities?

5. The time constraint was also prevalent as there was not abundant time for a detail study to

be conducted among the retailers and dealers.

6. The financial limitations could also be felt as the funding regarding the survey was not

subjected which lead to a lack in an in-depth study to be undertaken.

39
 INDIA DIVISION

COCA-COLA INCORPORATION (COCA-COLA INDIA

BOTTLING (HCCBPL) HEAD OFFICE)
(CONCENTRATE)

HINDUSTAN COCA-COLA
HINDUSTAN COCA-COLA MARKETING Pvt Ltd.
BEVERAGES Pvt Ltd.

ONLY IN METRO CITY

DELHI ,MUMBAI,
CALCUTTA,CHENNAI

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ORGANISTION STRUCTURE

Department Sales

Business Unit head

Market Unit Head

Unit Head

Territory Development Manager

Accounts Development Coordinator

Customer Executives

Department Personal
Personal Manager

HR Executive

MARKETING MANAGER
DepartmentMarketing
Coordinator

Department Finance
Unit Finance Controller

Financial services manager

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MARKETING MIX

42
 MARKETING MIX & STRATEGY

Marketing mix of any organization consists of 4 P’s i.e. Product, price, place and promotion

having its own significance, that varies from one organization to the other. in coca – cola the

information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given

in the table. Product strategy of the coca-cola is to promote all brands available in the brand

packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but

as done for the different product of the company, company has priced the product same as

that of its major competitor or the market leader.

PLACE: The coca-cola company in India is governed from its corporate office located at

Gurgaon in Haryana . It governs the working of five zones covering whole India these zones

are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone .

These zones are divided in to various. Plant, which govern the area assigned to them. The

area is the various distribution centers called distributors and C&F agents. Then come the

retailers / customer for the company’s product,

They receive good from distributor and c&f agent. Finally consumer is there, having the

product from the consumer’s shops or delivered to their home, it is more clearly visible

through this chart. The coca-cola company, which gave its reach to the mouth of billion of

people all around the world having a wide distribution, network. In India, the pace and

43
Speed at which coca-cola has widened its business is really amazing. Distribution network is

the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in the

current situation in India . Looking at the competition and promotion and advertising budget

of both the companies coca-cola and Pepsi, one can easily estimate the importance of this.

The promotion mix of coca-cola is divided in to top line promotion and below the line

promotion.

Top line promotion includes the promotion designed and done by the company’s

corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and other

p-s done by the company simultaneously all around India with no difference in designs etc

fall in this category . Below the line promotion includes the promotion schemes, publicity

material, POS display done by the company from zonal, plant, sale manager and area sales

manager level. At the sales manager and area sales manager level the promotion done

exclusively for the cities in their respective area and other POS display.

44
 OUR BRANDS

Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour

Cherry beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction, is

“Taste of the World”, the opportunity to sample some of the many beverages we produce.

As the global leader in the non-alcoholic beverage industry, we offer nearly 300 brands

across almost 200 countries. Many of these brands, including soft drinks, fruit juices,

bottles water and sports drinks, are only available in specific reason for this is simple:

different people like different beverages at different times, for different reasons.

So pour yourself a virtual glass of something you have never experienced before. Take a

look at some of the many brands we offer to people around the world.

45
 COCA-COLA :

Coca-Cola is the most popular and biggest selling soft drink in history, as well as the best

known product in the world . created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-

Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with Carbonated

water. Coca-Cola was registered as a trademark in 1895. Coca-Cola was being sold in every

state and territory in the United States. In 1899, the Co. began franchised bottling operations

in the United States.

Today, you can find Coca-Cola in virtually every part of the world and the Coca-Cola Co.

has more than 230 beverages to its portfolio.

46
 DIET COKE

“Looking good and tasting great”

Diet Coke was born in 1982 and quickly became the No.1 sugar free drink in diet –

conscious America, known as Diet Coke in the U.S., Canada, Australia and Great Britain

and as Coca-Cola light in other countries, it’s now the No.3 soft drink in the world. It’s

the drink for people who want no calories, but plenty of taste. Ad campaigns around the

world for diet coke share a playful, sophisticated and sexy attitude.

Visit our Audio/Video-center to witness how the Diet Coke north American ad campaign

celebrates the real and human attributes that make people alluring in the eyes of others.

47
 FANTA:

The Coca-Cola Co. acquired a favorite in Europe since the 1940’s, Fanta in 1960. Fanta

Orange is the core flavor, representing about 70% of sales, but other citrus and fruit

flavors have their own solid fan base.

Consumers around the world, particularly teens, fondly associate FANTA with happiness

and special times with friends and family. This positive imagery is driven by the brand’s

fun, playful personality, which goes hand in hand with the bright color (particularly

orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil, Germany,

Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001

with the return of four flavor : Orange, strawberry, pineapple and grape. Orange, the

biggest seller, is now available in most of the country.

LIMCA:

48
 “ Light and Lemony”

This thirst quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. It’s a homegrown, national treasure in India, where the Coca-Cola Co. acquired it
in 1993. the product’s invigoration taste and cloudy look haven’t changed, but the brand
has been revitalized with a new marketing campaign. Limca continues to build a loyal
following among young adults who love the lighthearted way it compliments the best
moments of their lives. It’s also become a hit in many Persian Gulf countries. Grab a
Limca and go.

49
 MAAZA:

“yaari Dosti Taaza Maaza”

with the real fruits taste kids love, plus added calcium, Maaza’s tagline, “Yaari-Dosti
Taaza Maaza “means” Friendship moments with fresh Maaza”in Hindi. Maaza was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavors, mango, pineapple and
orange plus added calcium.

50
 SPRITE:

“Clear, crisp, refreshing.”

Introduced in 1960, Sprite is the world’s leading lemon lime flavored soft drink. sprite
is sold in more than 190 countries and ranks as the No.4 soft drink worldwide, with a
strong appeal to young people. Millions of people enjoy Sprite because of its crisp,
clean taste that really quenches your thirst. But also has an honest, straightforward
attitude about things that sets it apart from other soft drinks. Sprite encourages you to
be true to who you are and to obey your thirst.

51
 THUMPS UP:

“Strong Cola Taste, exciting personality”:

Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by the Coca-Cola Co. in 1993. it is
known for it’s strong, fizzy taste and it’s confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.
0

52
 COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands acquired

from Parle. The strategies adopted are in concern with the long –term plans of Coca-Cola

India. The Coca-Cola Co. is the world’s largest beverage Co. and is the leading producer and

marketer of soft drink. The Co. markets 4 of the world’s top 5 brands, including Diet Coke,

Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB) has become the popular package size of the

Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in 200ml

RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola and Fanta,

the Indian consumer has a choice of 4 brands in cans. Collectively, the choice in package

sizes available to consumers is now wider than ever before. This has also generated

incremental volume growth at the retail level adding positively to the per capita consumption

in the country.

While thumps Up has always been India’s leading Carbonated soft drinks, Limca is the No. 1

brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the

gamut in advertising to packaging, raising brand awareness to unprecedented levels. The

investment in acquiring these brands and the proceeding inputs there in has seen these brands

grow admirably. While Thumps-up has grown over 50% over the last 3Yrs , Limca has grown

over 20%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai market in

March 1997, the first month of the launch of the new logo. The new logo that has a strong

streak of blue speed lines adding a powerful element of speed and adventure was featured on

500ml refillable “thunder Pack” bottles. Research conducted by “research International” in

Mumbai showed that 84% of Thumps-Up consumers preferred the new logo to the old one.

53
54
 COCA-COLA’S: CREATIVITY IN ADVERTISIMENT

COCA-COLA:

“Thanda Matlab Coca-Cola”

This ad is creative in the sense that, while enjoying they can use the word “Coca-Cola” in the

place of “Thanda”. The word thanda has been made to be synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by just asking

for any brand instead of Coca-Cola. While doing such they may extend their taste, behavior

$preference towards Coca-Cola. The main theme of this slogan is to make the brand common

for every person and at every time.

THUMPS UP:

“taste the thunder”

55
This advertisement is also creative. The slogan itself refers the thundering idea. It challenges

the teenagers for the taste. It is well known the today’s youth want to do something

extraordinary. They

want to show themselves superior. So company is exploiting the mentality of today’s youth

that the product is for them who want to accept the challenges.

SPRITE:

“ dekhave pe na jao apni akal lagao”

The creative advertisement refers that don’t go on exposure. Try to go on rationality. It made

for those people who want to do their work by their own opinion and taste.

Now a days everything is full of exposure that is made to attract the people and such type of

products always give the dissatisfaction among the people. Therefore the world’s biggest soft

drink company has made a product for the man who doesn’t try to go on exposure and who

always believe in rationality i.e. sprite.

LIMCA:

“ just ! Take it Easy”

56
 It is well known that lemon in used to over come the stress as well as it helps in digesting.

Regarding this truth Coca-Cola made its product Limca, to follow the principle of lemon. To

refers that if someone is in the depth of stress and strain and he want to refresh himself, he

must go on lemon flavor, Limca is the best.

COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

consumer and customer preference and loyalty, through Coca-Cola’s commitment to them

and in a highly profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA MISSION

“ THE BEST GLOBAL COMPANY “

57
 The mission of Coca-Cola co. is to increase shareowner value over time. The co.

accomplishes the mission by working with its business partners to deliver satisfaction and

value to customers and consumers through world wide system of superior brands and

services, thus increasing brand equity on a global basis, create customer products, services

and communications, customer service and bottling strategies, process and tools in order to

create competitive advantage and deliver superior value.

HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautious while

collection of the raw data that is of primary nature of promotion at highways.

This highway is a part of the study undertaken on the behalf of the Coca-Cola Co. in

order to help it design out its next coming years marketing and advertising are performed

in order to capture the psychological attention of the passed by in order to refresh them.

The study is thereby based on the primary data collected at various refreshing outlets

being covered on the major highways of – Varanasi and Raja Talab region. It is basically a

comparative study between the two major “Colagiants”-PEPSI and Coke.

The two major routes being covered during my survey on the project are:

 Varanasi

 Rajatalab

SURVEY TERMINOGY

58
 (1) SHOP NAME : Name of the Outlet.

(2) AREA : Route break- through being covered.(Market Area Studied)

(3) GSB : Glow Sign Board.

(4)DPS : Dealer Printed Sign Board.

(5) COUNTERS : Metallic/Wooden Counters With Company’s Printing.

(6) TABLE-CHAIR : Molded Furniture along Umbrella’s various restaurants.

(7) WALL-PAINTING: Outlet containing Co. painting on the wall for

promotion.

(8) SGA : Sales Generating Assets.*Refrigerator. * Ice

Boxes

(9) RACK : Various types of racks holding the display of

the company’s product.

MARKET PROMOTION ANALYSIS

The research approach being followed in Varanasi Market was regarding the supervision of

various outlets, which is one of the major consumable highways. There was a special

inspection done onto the statistical need of various sales promoting accessories being

provided to the retailers.

The distributing unit cover’s the over all supply to the market with his efficient sales force in

application. The unit here has a daily requirement of 550 carets of 200ml &300mlof Coke,

ThumpsUp, Fanta, Limca and Sprite. Whereas the pet consumption is concerned the scenario

is:-

59
 500 ml – 65 packs.

 2 ltr. - 30 packs.

 1ltr. - 70 packs (Kinley- Distilled Water)

 LIMCA being the most demanded range of soft drink.

TABLE-1

Various consolidated figures representing the share of both COCA-COLA and PEPSI on

Varanasi highway .

CATEGORY COCA-COLA PEPSI

GSB 8 20
DPS 7 18
COUNTER 9 23

TABLE-CHAIR &
UMBRELLA
2 7

WALL PAINTING 13 35
SGA 35 43
RACK 18 24

Total Number of outlets: 71

Major Areas covered under Area:

 kuber market.

60
 Sigra.

 Ordaly bazar .

 Gilat bazar.

TABLE-II

Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI on

Varanasi (Bus Stop) to. varanasi airport

CATEGORY COCA-COLA PEPSI

GSB 83 67
DPS 23 15
COUNTER 39 42

TABLE-CHAIR &
UMBRELLA
11 6

WALL PAINTING 59 41
SGA 64 53
RACK 73 61

Total Number of outlets : 121

Major Areas covered under this Highway:

 Bhojubeer .

 L.B.S. Air Port.

61
 Gilat bazar.

 Raja talab.

62
FINDINGS & ANALYSIS

63
 GLOW SING BOARD

The study here revealed that usually the outlets had GSB’s distribution at a large scale but

they did not cover the entire area. Coca-Cola though had a good promotional share but Pepsi

was not far behind and also gave a challenging stand. Being an era that did not had an

outstanding exposure the outlets were of small entity and were provided with the GSB.

COCA-COLA 55

PEPSI 45

64
 DEALER PRINTED SIGN BOARD:

Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided

DPS’s at various outlets, as it is a general view that they are being given at large consuming

outlets. But taking in consideration the market potential here not many of the outlets could

claim such accessories. In all the distribution of it is not lead emphasis thereon by the

companies

COCA-
61
COLA
PEPSI 39

65
 COUNTERS:-

During the study it was observed that over the entire the market region under this category

the COCA-cola CO. FELL BEHIND Pepsi and also the total distribution was not even . many

of the outlets were at commercial places that induced the framework of their own private

interior where there is no scope of counters. They are most needed at “Pan Bhandar, Juice

Corner or Sweet Shop” which are rarely big consumption units.

COCA-COLA 48
PEPSI 52

66
 TABLE- CHAIR- UMBRELLA:-

While covering the entire area it was very surprising to know that the companies had no

satisfactory performance out there . Coca-Cola having plant over this route also did not lay

any outstanding effort. This category resembled a very meager growth here and hardly makes

any sense providing it to such places where you cannot bring about any difference in the

promotion of the product.

COCA-COLA 11
PEPSI 6

67
 WALL PAINTING :

On the survey duration it was observed that in such areas where after every (5-7) a new small

started, where we generally know that people follow signs & painted advertisement. Thus a

close stand by Pepsi was seen and the outlets experienced mostly either Coca-Cola or Pepsi.

But the share of it could not be seen much as the people are already aware of both the

enterprises.

COCA-COLA 59

PEPSI 41

68
 SALES GENERATING ASSET:-

They are the assets being categorized, which play a vital role in preservation of the products –

refrigerators or iceboxes. Many of the outlets do had them in abundance but others had to

only feed upon one of them. This being the most essential requirement for outlet one who

stocks soft drinks as no one is going to purchase a hot one. A handsome distribution follow

onto the outlets can be seen which also sometimes make people aware of advertising being

done through this source.

COCA-COLA 64

PEPSI 53

69
 RACKS:-

The entire survey dealt with the distribution of accessories, which are one of the essential

ones to have an impressive promotional outlay. Among the best reviewed one was “racks”

which have been provided at non-accountable reason, which shows that people may place it

at & mark as symbol promotional induction to the retailers.

COCA-COLA 73

PEPSI 61

They compete vigorously, and at the same time they cooperate smartly with their strategic

partners in their supply and distribution chain.

Every company has a set of department to viewing it as a system for managing core process.

Company must manage and master such basic process order generation to order fulfillment.

In modern marketing discipline mass market are fragmenting in micro- market, multiple

distribution channel are replacing single channel, price discounting and sales promotion.

Designing the best marketing mix “To make a sale” there is growing emphasis on designing

the best relationship mix for winning and keeping customer. Good customer are an asset

which, when will managed and served, will return a handsome lifetime income stream to Co.

Relationship marketing is not only a company drives to bond better with their consumer.

Companies also develop mutually profitable relationships with their retailer, supplier and
70
distributor. If the Co. squeezes its retailer profit unduly, it forces too much product on

distributor the Co. will fail. Smart companies check & balance with their supplier and

distributor in the drive to better serve their ultimate customer.

And marketing, at its best goes beyond meeting existing customer needs. Good company will

meet needs; and great companies will create a market.

71
 TABLE-III

Marketing promotional data being collected through daily survey as to the scenario of both

Coca-Cola and Pepsi and inspecting the need of the promotional accessories therefore. The

entire highway market being studied started from J.H.V.Mall.

COCA-COLA PEPSI NONE

CATEGORY
GSB 39 15 4

DPS 31 9 18

COUNTER 28 27 3

TABLE-CHAIR &
9 5 44
UMBRELLA

WALL PAINTING 31 17 10

SGA 29 26 3

RACK 27 29 2

Total Number of Outlets: 58

Major Market Area Covered on the Highway:

Wave Theatre.

I.P. Mall

Varanasi cant

Vishal mega mart

GLOW SIGN BOARD:-

72
Being a small market equipped of various small shops and cool corners they mostly

possessed the GSB’s. while at some big outlets there may be 2 or more. Taking into

consideration this market Pepsi has a high competitive share with Coca-Cola, which need to

be taken care of.

DEALER PRINTED SIGN BOARD:-

Many of the outlets were provided the DPS’s while the market promotional activities had

been conducted. Pepsi though behind Coca-Cola in this category had not lead down much

emphasis on it. Usually found at bigger outlets that do bulk stocking of the product as the

company’s advertising is being featured on it .

40
30
20
10 DPS
0
COCA- PEPSI NONE
COLA

COUNTERS:-

Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis the

counters of Coca-Cola were distributed earlier and Pepsi made its distribution later, which

73
was observed as a result that the later ones seemed new. The counters do add to the outlets

initial impact at the consumer, which attracts him to make the purchase.

TABLE- CHAIR-UMBRELLA :-

In the market of Hajrat Ganj Market there’s a limited scope for these accessories as they are

found mostly at open air restaurants having large premises. The restaurants here are not much

sophisticated with gardens or compounds having place to put in Umbrellas, etc. also a major

share of the market is left untouched by such provisions that may flourish in near future.

WALL-PAINTING:-

Various sweets corners and cooling points at the market bore it. Recently Coca-Cola revived

the entire market painting and turned the whole market in “red”. Thus , at various Pepsi

outlets even the retailers got their display and walls painted red with Coca-Cola’s

advertisements.

74
 SALES GENERATING ASSET:-

there is high demand of refrigerators by the retailers, as they want to have an increase in the

number of SGA’s to stock more. Both Coca-Cola and Pepsi had already provided each at their

respective corners. Under this segment both of them have near about stand this being one of

the basic necessities.

RACK:-

Under this category it’s Pepsi who has taken the lead as a result of their recently organized

rack distribution scheme. The retailers in return had to purchase additional stock for display

on the racks in turn of PET bottles. They do play a major role in the display of the product

outside the cool corners and helps in attracting the consumers

75
.

EXPLANATION

1) GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective

product of the company. The companies for their product promotion and sales enhancement

usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

76
Display boards of the same nature with an additional feature of the retailer’s name or the

outlet’s name being mentioned on them , in order that the sponsors bear the value –addition

on the behalf of the company. usually provided to stockiest who have large consumption of

the product.

3) COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which either

stock in bulk or which are particular brand outlets. The company in return promises a certain

fixed stock supply

for a certain time period. The counters bear the company’s advertisements as a source of

marketing promotion.

4) TABLE- CHAIR- UMBRELLA:

Molded furniture of plastic is being provided at various open-air restaurants or “Dhabas” for

the convenience of the customers while their visits. In return the company achieves product

promotion as well as retailers satisfaction. They can also be seen at various street side cafes

and juice corners.

5) WALL PAINTINGS:

77
Painting of the brand advertisements on the walls of the outlets, which in result attract and

remind the consumers about the product. This makes the consumer aware of the popularity

and promotional effort made on the behalf of the company.

6) SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old

designed iceboxes. On the other hand it enables to motivate the retailers for better sales on

company’s behalf.

7) RACKS:

They are different types of plastic or material holders, which are used for the display of the

pet and other glass bottle. This creates a healthy exposure of the products, remembrance to

the ultimate consumers.

These all help in generating the company’s brand image at different levels:

 Market

 Retailers

 Consumers

78
 LIMITATIONS

The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-Cola

Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

1. The survey report that was conducted had a pre-defined boundation of

interviewing the retail outlet owners. It’s based on simple observational

analysis which may lead to deflection at the time of conclusion arrival.

2. The survey sheet being designed had a limited scope of primary data

coverage only. It did not take into consideration the other availability of

supply and Co ground on which it decided upon the provision of

distribution of the promotional accessories.

4 During the entire survey the retailers willingness for acquiring the

accessories in accordance with the schemes followed with them could not be

noticed. This could be one of the reasons of the non-appropriate promotional

efforts in making an awareness

among the customers

RECOMMENDATIONS

79
 The Project Retail Mapping was concerned only with providing the organization with

all the necessary information required to strengthen the position of Coca-Cola in Varanasi

CITY in the form of reports incorporating all information in an analyzed and summarized

form. But some critical and major issues, which have been identified on account of extensive

analysis, required suggestions to be put forward on the basis of the current market scenario.

 There should be uniformity in, schemes, and discounts, which are offered to the

retailers and should be based on a specific parameter such as sales volume, to avoid

dissatisfaction and biasness among the retailers.

 Activities of sub dealers and super stockiest should be controlled and checked in

order to ensure fair prices and distribution of schemes and incentives to small retailers

to avoid discontent among smallholdings and outlets.

 Every possible step should be taken for the satisfaction of the retailers, as they are the

most important supplement to the sales promotion measures and nationwide

advertising campaigns of the company in context of boosting the sales and

enhancement of the brand image of COCA-COLA.

80
81
CONCLUSION

2) The various retailer had an enormous demand for better GSB’s and in many cases of

DPS for a better, impressive outlet look to attract consumers.

3) The endless demand of visicoolers in order to store large quantity of stock as a part of

marketing and distribution promotional function of the company is studied therein.

4) The steady flow of the company’s promotional accessories could be felt irrespective

of the consumption of the outlets of the product. For example: racks, counters, sign

boards, etc.

5) In a competitive environment the company got to study the schemes of their closest

rivals, which they followed and in return fulfilled, the needs regarding their outlets set

up.

6) Timely check up of the proper usage of the Co’s assets (SGA) being made as well as

their malfunctioning is rectified.

7) Misuse of the Coca-Cola SGA’s should be brought into consideration as a retailers,

stock, other companies, stock and depreciate the demand of the source company.

8) The archrivals product study can be entertained from the retailers and the privilege on

their part is known which helps in formulation of better marketing promotional

scheme’s

9) Pepsi’s regular stockholders be traced and break up by providing motivational

introductory offers enhancing the market capture.

82
 10) Coca-Cola should try to make arrangements so that the marketing representatives

would visit the retail outlets regularly and try to solve the retailers, as well as the

distributors, problems which they usually face during the peak season.

11) Better efficient sales representatives be appointed to update the retailers about the

schemes in comparison to Pepsi. This would encourage a curiosity regarding the

Coca-Cola schemes among them.

The complaints of the retailers be studied and paid attention of the highest degree to ensure

better market capturing.

83
 BIBLIOGRAPHY

BOOKS

 Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.

 Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.

NEWSPAPERS

 The Times of India

 Business Times

 Dainik Jagaran

WEBSITES

 www.cocacola.com.

 www.google.com

 www.coca-colaindia.com

QUESTIONNARE

Route No. :-

84
Name of outlet :-

Contact person :

Address :-

1 . Type of Channel:-

(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet :-

(A) Pepsi Coca-Cola
(a) Empty (i) (i)

(b) Vision/oye (ii) (ii)

(c ) Ice box (iii) (iii)

(d) Signage (iv) (iv)

3.Pack availability of a daily average sale :-

(B) Pepsi Coca-Cola

(a) 200ml (i) (i)

(b ) 300ml (ii) (ii)

(c ) 500ml (iii) (iii)

(d) 2000ml (iv) (iv)

(e) Aquafina/Kinley (v) (v)

85
 4.
Facilities Provided by company:

Facilities Pepsi coca-Cola

(a) Cash Discount (i) (i)

(b) Credit (ii) (ii)

(c) Empty loan (iii) (iii)

(d) Other (iv) (iv)

5. Types of Status:

(a) Pepsi monopoly (b) Coca-Cola monopoly

(c) Mix

6. Which company product you sell more?

(a) Pepsi (b) Coca-C0la (c) Both

7. Why you prefer Pepsi /Coke or mix (please. Rank it):

(a) Consumer demand

(b) Service

(c) Scheme

(d) Personal relationship with company employee

(e) Facility provided by the company

(f) Relation with root agent

(g) Company staff frequently visit

8. Retailer satisfaction regarding service:

(i) which company provide better delivery

a) Pepsi (b) Coke (c) Both (d) None

86
 (ii) which company vehicle arrives on time:

(a) Pepsi (b) Coke (c) Both (d) None

(iii) which company provides better service in emergency

(a) Pepsi (b) Coke (c) Both (d) None

(iv) which company’s vehicle is more regular in visit:

(a) Pepsi (b) Coke (c) Both (d) None

9. Retailer satisfaction equipment:

(i) which company provides better scheme (visi/oye)

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company provides better scheme for ice box:

(a) Pepsi (b) Coke (c) Both (d) None

10. Retailer satisfaction scheme:

(i) Which company comes out with good schemes:

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company executes his marketing scheme:

(a) Pepsi (b) Coke (c) Both (d) None

(iii) Which company provides better option for marketing scheme:

(a) Pepsi (b) Coke (c) Both (d) none

(iv) Which company offers other more trade scheme:

(a) Pepsi (b) Coke (c) Both (d) None

(v) Which company offers more value trade scheme:

(a) Pepsi (b) Coke (c) Both (d) None

11. Regular satisfaction relationship:

87
 (i) Which company route agent behaves more supportively and

professionally:

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company official visits more frequently:

(a) Pepsi (b) Coke (c) Both (d) None

(iii) Which company officer provide better solutions:

(a) Pepsi (b) Coke (c) Both (d) None

12. Problem (if any):

13. Suggestion (if any) :

88