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Submitted in partial fulfillment of the requirement for MBA


Degree Programme of Gautam Buddh Technical University,Lucknow
(2009-11)

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‘41‘‘.‘-‘ 3‘0 0 ‘

This is to certify that Mr. "


‘!
‘
 ‘student of MBA (2009-2010), -# ‘

- ‘5 5‘


‘  56‘!
  received exposure in

Industrial Working for the period of 60 days ( i.e 10/06/2010 to10/08/10) with us .During

the said period, he was assigned a project entitled  7‘1 ‘/‘-‘ ‘

07 which he carried out successfully.

We wish him a successful professional career in the future.

For Brindavan Threads Pvt. Ltd.

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This is to certify that Mr‘" 2‘! !‘ 1 student of MBA III Semester in our
institute has successfully completed his summer training project entitled ³ 7‘
1 ‘/‘-‘‘079 for the partial fulfillment of the Master of Business
Administration degree.‘

(Name of Project Guide) (Name of the Director)

‘
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‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘‘02  - ‘

I GOPAL BABU RATHOUR Roll no. 0919170022 a student of MBA third

Semester of - .-‘ - -‘ /‘  "- - "‘ ‘ 01 2"36‘ !


 

hereby declare that the summer training project report titled : 7‘ 1 ‘ /‘

-‘ ‘ 079 work in Bareilly ´ is my original work and the same has not been

submitted for the award of any other diploma or degree.


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Summer Training in any organization is an attempt to provide the student a practical

Input and Exposure to the Real world situation in which he has to work in future. My

training in COCA-COLA was an attempt in this regard. The project work provided to me

was a survey titled based on E.D.S.-Every Dealer Survey it was to find out the Effect of

Merchandising and Route Assessment on Productivity/Sales, Availability of product,

MKT. Condition, Demand & supply of product, Distribution Channel, Cooler display,

warm display, across various outlets under 7 distributors in Bareilly City. The Extract of

the work is presented in this report under various headings as, Introduction, Company¶s

Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions.

This report provides me a chance to study and analyses the practical aspects of the

topic (Merchandising and Route Productivity). It enhanced my knowledge in the field of

marketing. This project also gave me the chance to improve logical thinking and

interacting patterns. While working on the project, we came to know about the latest

marketing strategies and trends prevailing in the market. The way of selling and

distribution network of Coca Cola was different.

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This project report bears the imprint of many people who were either directly or

indirectly involved in the successful completion of this project work. I wish to accord my

sincere gratitude to ! 


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5 ‘26‘!
  for accepting me as Summer

Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr.

‘ 7
 ;
, Marketing Manager of coke for his able guidance & active

association & constructive suggestions, which immensely helped in the preparation of

this project at all stages.

I am thankful to Mr. MAYANK SINGHAL, Training and Placement Officer who has given

me ample guidance in preparation of this project.

I shall always remember the valuable help given to me by all these associates.

I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open to

all facilities & giving me an opportunity to work in a congenial during the course of my

involvement in this project report.

(GOPAL BABU RATHOUR)

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Dr. Doctor

Gal. Gallon

Pvt. Private

FERA Foreign exchange and regulation act

Ltd. Limited

B.B.L. Brindavan beverages limited

Asstt. Assistant

Dept. Department

Mktg. Marketing

Ml Mili liter

C.C.I. Coca-cola India

Ads. Advertisement

S.M. Sales manager

A.S.M. Assistant sales manager

S.E. Sales executive

S.O. Sales officer

COBO Company owned bottling operation

FOBO Franchise owned bottling operation

CEO Chief executive officer


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Douglas N. Daft was elected chairman, Board of Directors, and chief executive officer

of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th chairman

of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia

office. He held positions of increasing responsibilities throughout Asia and in 1982

was named vice president of Coca-Cola Far East Ltd.

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In December 1988, Mr. Daft was named president of the North Pacific Division

and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company¶s Atlanta

headquarters In 1991 to assume the responsibility of president of the Pacific

Group and in 1999 his responsibilities were expanded to include the Company's

Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East

Groups Mr. Daft was elected president and chief operating officer of The Coca -

Cola Company in December 1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of

America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and

Graduate Education - Economics Institute) in the Czech Republic, the Lauder

Institute for Management and International Studies at the University of Pennsylvania,

the Prince of Wales International Business Leaders Forum, the Grocery

Manufacturers of America, the British - American Chamber of Commerce, the G100,

the Woodruff Arts Center, the Commerce Club, and the McGraw-Hill Companies. Mr.

Daft is a trustee of Emory University, the American Assembly and the Center for

Strategic & International Studies. He is also a member of The Trilateral Commission,

The Business Council, and The Business Round table.

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 ‘1‘42‘

Although Coca-Cola® was first created in the United States, it quickly became

popular wherever it went. Our first international bottling plants opened in 1906 in

Canada, Cuba and Panama, soon followed by many more. Today, we produce more

than 300 brands in over 200 countries. More than 70 percent of our income comes from

outside the U.S., but the real reason we are a truly global company is that our products

meet the varied taste preferences of consumers everywhere

‘  ‘

The Coca-Cola Company works with a wide variety of organizations to support

health, fitness and good nutrition. Visit these sites for more information about positions,

programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was formed in

2003 by concerned organizations and national leaders to educate parents, children,

schools, and communities about the critical roles physical activity and nutrition

education play in reversing the alarming trends of childhood obesity. As a non-profit

National grassroots coalition, CHAA is a vigorous advocate for developing healthy and

active lifestyles for America's youth.CHAA is committed to working with schools to

rededicate time for physical fitness; giving parents the freedom to help their children

make their own nutritional choices; building school-business model relationships that

benefit our families by supporting healthy and active lifestyles .


childhood obesity that are both responsible and realistic American Council for

Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a group

of food, beverage and consumer products companies, not-for-profit organizations and

trade associations working together to improve the health of all Americans, particularly

youth, by encouraging a healthy balance between fitness and nutrition. The cornerstone

of all ACFN initiatives is the idea that lasting solutions to the nation's obesity problem

must be based on sound science and behavioral research. Such policies are likely to

help parents and their children develop eating and exercise habits that lead to a

healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America (GMA)

represents the food, beverage and consumer products industry on key issues that affect

the ability of brand manufacturers to market their products profitably and deliver

superior value to the consumer.

International Food Information Council (IFIC) Foundation The IFIC Foundation

is a public education foundation disseminating sound, science-based information on

food safety, nutrition and health. International Life Sciences Institute Founded in 1978,

the International Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that

seeks to improve the well-being of the general public through the pursuit of balanced


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Science. Its goal is to further the understanding of scientific issues relating to nutrition,

food safety, toxicology, risk assessment, and the environment by bringing together

scientists from academia, government, and industry.Kidnetic.com is a fun, interactive

Web site that emphasizes healthy living achieved through a balance of physical activity

and responsible eating habits. The Web site gives young people and their parents the

tools and ideas to help change habits and plant the seeds for healthier families

tomorrow. Kidnetic.com is a program of the International Food Information Council

(IFIC) Foundation.

National Association for Sport and Physical Education association for Sport and

Physical Education seeks to enhance knowledge and professional practice in sport and

physical activity through scientific study and dissemination of research-based and

experiential knowledge to members and the public. National Soft Drink Association the

National Soft Drink Association (NSDA) is the trade association for America's soft drink

industry, serving the pub.

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1-3‘/‘02 ‘

The cola industry has phenomenal possibilities for rocketing profit growth in spite

of the sign of relief heaved by the manufacture at the abrupt sensational termination of

coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have

a status symbol to it..., generated by the sub standard, penetrated, advertising and

extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still if

international standard area considered the per capita consumption of three serving in

rock bottom, less than even our neighbours Pakistan and Bangladesh, where it is four

more as much. So with kind of a market potential coke entered in India in 1991 after the

permissions of setting up Britico Food company to coke was granted by the government

in Pune in 1992 the plant was established for is deducted then the bottle are taken out

of the line and cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water

the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a

fizz.

After the crowing of the bottle the crown contains the manufacturing data batch number

and Time. After crowing the bottle, the bottle comes again at checking screen for

checking the bottle.

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1‘ ‘-- ‘/‘07‘- ‘- - ‘

Coke is a households name and is the lips of every one. In present time every

person knows the name of cocacola since India is one of biggest market and sultry

summer from March to end of October and huge population has immensely helped in

the sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca-Cola was not specific. In this year company¶s top

management adopted new policy and increased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 12Rs. And the brand of 200

ml determines the rate of this brand 10 Rs. By which medium size family and lower level

family can be taken they enjoy of coke. By this decision company¶s marketing share has

been increased. In present time coke is captured approximate 70% market share in cold

Dinks line. Now coke has defeated all the soft drinks company. According to service and

according to advertising coke has appropriate position. It has now emerged as the

winner and has a good image in the market.


1-3‘/‘00 =02 ‘

The history of cold drink begins with the end of last century. Its history dates back

to the civil was in USA in 1860. At that time people were suffering from many diseases.

Problem at that time was how to cure all diseases since no remedies were

present at that time; it was a big question for American.

On May 8, 1886 Atlanta druggist Dr. John Stith Pemberton (former Confederate

Officer) invented ³Coca-Cola´ syrup. It was mixed in a 30-gal. Brass kettle hung over a

backyard fire. It was marketed as a ³Brain and nerve tonic´ in drugstores Sales

averaged nine drinks per day.

Frank M. Pemberton¶s bookkeeper was the person who suggested the name

³Coca-Cola´, which was chosen because both words actually named tow ingredients

found in the syrup. Robinson also thought that two ³C´ s would look well in advertising.

The first year¶s gross sales were $50 and advertising costs were $73.96. The

original formula included extracts of the African cola nut and coca leaves both strong

stimulants ³Coca-Cola´ was one of thousands of exotic patent medicines sold in the

1800s that actually contained traces of cocaine.

One summer in 1886, a customer walked into a drug store complaining of a

headache and requested a bottle of ³Coca-Cola´ syrup, to Get instant relief, he asked

the ³Soda Jerk´ to mix up a glass on the spot. Rather than walk to the other end of the


counter in order to mix it with cold tap water the clerk suggested using soda water. The

man remarked it really tasted great and soon after ³Coca-Cola´ was in fizzy, carbonated

from.

³Coca-Cola´ was first sold for 5c a glass as a soda fountain drink at Jacob¶s

Pharmacy in Atlanta, Georgia. In 1888, As a Griggs Candle bought the company for Dr.

Pemberton. Later that same year, Dr. Pemberton died. By 1914, Candler had acquired

a fortune of some $50 million. Baseball hall of Famer Ty. Cobb, a Georgia native, was

another early investor in the company. In 1894, Joseph, A Biedenharn, owner of the

Biedenharn Candy Company in Vicksburg, Mississippi, first bottled ³Coca-Cola´

By 1903, the use of cocaine was controversial and ³Coca-Cola´ decided to use

only ³spen coca leaves´. It also stopped advertising ³Coca-Cola´ as a cure for

headaches and other ills.

In 1929, after death, Griggs Candler¶s Family sold the interest in ³Coca-Cola´ to a

group of businessmen led by Ernest Woodruff for $25 million.

Woodruff was appointed president of ³Coca-Cola´ on April 28, 1923 and stayed

on the job until 1955.

The Coca-Cola Company is the largest manufacturer, distributor and Marketer of soft

drink concentrates and syrups in the world finished beverage products bearing the

company¶s trademarks are sold in nearly.


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1-3‘/‘/‘- 7‘- ‘- - ‘

‘
Around 1948 the first branded soft drink came in Indian market. The soft drink

was named as Gold Spot before Coca-Cola entered the country to dominate the scene

in 1950¶s.


‘ D ‘$&‘2., was the first Indian company to introduce a lemon

soft drink, this drink was known as Limca and it was introduced in 1970¶s However,

before this they had introduced Cola Pepino, which was withdrawn in face of tough

competition from Coca-Cola.

In the year 1979 Coca-Cola left Indian market and this brought in an opportunity

to various Indian companies to show their caliber. At this time a new Parle products

introduced soft drink and Parle products introduced this and this was named thumps-up.

This was Coca-Cola drink, which had a burnt sugar colour.

This drink was introduced with a mighty saying ³happy day are here again´. As if

happy day went away with Coca-Cola. There was another company named pure drinks,

which introduced the soft drink named Campa Cola along with orange and lemon flavor.

Just after this many more companies entered the Indian soft drink market a sort

drink named company Modern bakers have introduced double-7. Another company,

Mohan Meakins also came with Thrill, Rush and Sprint.

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The Coca-Cola Company entered Indian in early 1950¶s. It set up four bottling

plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950¶s, there were negligible companies in the Indian market therefore Coca-

Cola did not faced much competition and they were accepted in Indian market more

easily. This brand was accepted by all age groups. The full credit should go to Coca-

Cola had captured more than 45% of the market share in India. Then Coca-Cola left

India following public disputes on share holding structure and imports permit, as per

FERA regulation the company was required to Indonesia or close operation by May 5,

1978, yet strangely enough, the company¶s operation came to end in July 1977 Coca-

Cola came back in the year 1993 after liberation and was launched at that time Parle

was the leader in the soft drink market and had more than 60% of that total share in the

soft drink. Coca-Cola joined hands with Parle and reentered India after 17 years, by

striking $40 million deal with Parle, coke almost made a clear sweep, and made its goal

as :‘  ‘

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Brindawan Beverages Ltd. (B.B.L.) a bottling company was started during the

year 1986 in Bangalore due to the humble services Mr. S.N. Ladhani, the Marketing

Director of the company, with an initial capital of Rs. 25 Lacks B.B.L. has a franchise

agreement with Parle Exports Pvt. Ltd. for 10 years to manufacture and sell its products.

During November 1993, Parle Exports sold all its 60 franchises to Coca-Cola

India in order to compete with Pepsi. In the War B.B.L. has undergone in the territory of

Coca-Cola. The company is manufacturing and selling Thumps Up, Coke, Limca, Fanta,

Mazza, and Kinley Soda for Bareilly franchise. This is also serving the nearby cities like

Rampur, Moradabad, Badaun, Haldwani, Shahjahanpur, Lakhimpur, Almora, Chamoli,

Pithoragrah, Nainital, Ranikhet etc.

M/s Brindawan Beverages Ltd. has its production unit, having capacity of six

hundred bottles per minute, located at Parasakhera Industrial Area; its marketing office

is located at Swaley Nagar, Bareilly. The storage of filled bottles is done in the godown

which is located next to the production unit B.B.L. has 3 more bottling plants located at

Barabanki, Faizabad, Hathras. All the activities are centralized from the head office

located at Bangalore. The director, marketing is the head of the organization and in

charge of all the administrative matter and General Manager, Production is in charge of

the production and takes care of the production department.

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20 - ‘/‘1‘2 ‘

Bottling plant of Brindawan Beverages Ltd. is located at a distance of 12 from

Bareilly-Rampur highway i.e. (Parsakhera Industrial Area).

--!- ‘  ‘/‘1‘2 ‘

Wide areas of 12 district of Uttar Pradesh are being served by this plant though

its 85 distributors. Following are the districts covered by Brindawan beverages Ltd.

(B.B.L.)

x Bareilly x Budaun

x Rampur x Moradabad

x Shahjahanpur x Nainital

x Almora x Ranikhet

x Chamoli x Lakhimpur

x Pithoragarh x Haldwani

ëë
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Various Brands sold under the seal of Brindawan Beverages Ltd.

x Thumps up x Coca-Cola (Coke)

x Limca x Fanta

x Maaza x Kinley Water

x Kinley Soda x Sprite

BBL is also running 3 more plants located at Barabanki, Faizabad, Hathras and

the following brand and packs are being supplied from these above three plants these

are:

x Maaza

x Coke 1 liter

x Thumps Up 1 liter.

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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.

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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

Companyin1993. 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

boys.

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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 Sprite 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 too

obey your thirst.

-‘

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/  ‘
A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola

Company 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.

/  ‘
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With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-Dosti

Taaza Maaza" means "Friendship moments with fresh Maaza" in Hindi.

Maaza was introduced in India in 1984 as a non carbonated mango fruit drink. It

was acquired by The Coca-Cola Company in 1993 and is currently available in three

flavours, mango, pineapple and orange -- plus added calcium.

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This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-

loving attitude. It's a home-grown, national treasure in India, where it was acquired by

The Coca-Cola Company in 1993. The product's invigorating taste and cloudy look

haven't changed, but the brand has been revitalized with a new marketing campaign.

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7- 23‘4 ‘
Introduced in India in August 2000, Kinley is purified bottled water. In a country

where many people are concerned about reliable drinking water, Kinley delivers a

product that is safe and

Suitable. .

Within ten months of its launch, Kinley had emerged as India's number

two packaged water and is currently the number three Coca-Cola product.

7- 23‘4 

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‘ ‘/ ‘‘
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18 January 2010

Riding on the success of Minute Maid Pulpy Orange, Coca-Cola in India today

announced the launch of its latest product variant under the Minute Maid brand

umbrella.

The new Minute Maid Nimbu Fresh is a lemon juice-based drink with no added

preservative or added colour, developed for the Indian market.

The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating

home-made 'nimbu pani', and casrries the tagline: 'Bilkul ghar jaisa' (just like home).

The product will be available in two pack sizes of 400 ml and 1 litre, priced at Rs15 and

Rs40 respective

ºë
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0‘ "‘

Coca-Cola 200ml, 300ml, 600ml, 1 liter, 2 liter

Thumps-Up 300ml, 600ml, 1 liter

Limca 300ml, 1 liter

Fanta 330ml, 300ml, 1 liter

Mazza 200ml

Sprite 300ml, 1 liter

Diet Coke 300ml, 1 liter

Kinley Soda 500ml

Minute Maid 400ml, 1 liter

ºº
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‘/‘3‘
‘

Research problem that has been assigned to me is ³Y ‘ ‘‘

 
‘ ‘  , which is the most needed step for expanding the market of coca-cola.

In this I visited to the owners of the outlets and I had to convince them to start the sale

of coca-cola¶s product in the market so that the company could increase its turnover.

By taking such a wonderful step coca-cola¶s folks not only wanted to increase

their turnover they also wanted to know the position of coca-cola in the market so that

they could take possible steps towards its growth because they think that the smallest of

action is always better than the boldest of intention and the main need of the research

was to bring coca-cola as the most active multinational company in the corporate world.

º*
ºA

!<0-.‘/‘3‘

Every arrow that hits the bull¶s eye is the result of miraculous view by taking this

thing into Consideration Company has setup certain objectives which are given

below:

‡ First and the foremost objective of the company was to expand the market.

‡ Company wanted to increase its turnover by opening new outlets in the market

place.

‡ Company¶s folks were killing two birds with one stone, by increasing turnover the

emphasis is given on increasing revenue also

‡ Another objective was to get to know about the preferences of customers by

conducting such a research

x By using the results of the study company wanted to span its.

Growth programs

x Company wanted to know about the demand of coca-cola¶s

Product so that company can reduce the over stockade of the

Goods and as well as company can produce the sufficient Goods only.

ºA
º‰

-- ‘/‘1‘00 =02 ‘0 3‘

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

company accomplished the mission by working with its business partners to deliver

satisfaction and value to customers and consumers through a worldwide system of

superior brands and services, thus increasing brand equity on a global basis.

"-- "‘- 0-2‘/‘00 =02 ‘- - 

1. We will conduct ourselves and our business activities with the highest standards

of honesty integrity and professionalism.

2. We will recognize the positive contributions that we make as individuals and

team members to produce our business success.

3. We will encourage a learning environment where people can constantly grow,

develop and contribute.

4. We will strive for excellence and seek continuous improvement in everything we

do.

5. We will respect all stakeholders, including employees, partners and suppliers and

instill them with a passion to deliver the highest quality goods and service.

6. We will foster initiative and creativity by empowering individual to attain well-

defined objectives.

º‰
º£

-- ‘

The mission of coca cola in India is:

± Increase in shareholder's value over time.

± To achieve the above by working with business partners to deliver satisfaction

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

brand and services thus increasing the brand equity.

± To achieve the mission the company seeks the contribution from each of the

given areas:

± People working in the company.

± Commitment of the company.

± Goals & objectives of the company.

± Environmental policy.

± Internal control.

± Policy & producers.

º£
º·

!-  4 ‘!. "‘2‘‘

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling

operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in the

existing system of the soft drink market prevailing in India, by acquiring the major

brands and the bottling operations from Parle. After this company founded some of it¶s

own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new technology in

them. These bottling plants are called Company Owned and Operation Bottling

Operation. Company has full ownership and operational right for these type of

operations. The other type of bottling operation for the company are called Franchise

Owned and Operated bottling Operation, to these, the company has given the right to

produce the product for the company and to supply with in the territory assigned by the

company. Company has no ownership or operational right/control over these.

º·
º


5‘D‘
‘
 5‘‘

Marketing mix of any organization consists of 4 P's i.e. product, price, place and

promotion having its own significance, which 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:

0=‘ ‘

Product mix of Coca-Cola consists of the various brand packs and flavors given

in the table. Product strategy of the Coca-Cola is to promote all the brands available in

all the brands packs and to introduce the product in new flavors and. even new product.

Regarding this 7 ‘ 


is introduced. /

in 5  apple flavor is also

introduced.

-0‘

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.

º
*

2 0

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: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra

Pradesh zone. These zones are divided in to various, plants, which govern the area

assigned to them. The areas are the various distribution centers called distributors and

C&F agents. Then comes the retailers/customer for the company's product, they receive

goods from distributors and C&F agents. Finally consumer is there, having the product

from the customer'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 billions of

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

speed at which Coca-Cola has widened its business is really amazing. Distribution

network is the biggest strength of the company.

- ‘

This part 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.

*
*c

‘2- ‘- ‘ ‘!24‘1‘2- ‘- ‘

‘  ‘  ‘ includes the promotion designed and done by the

company's corporate office of Gurgaon and the office of Bombay TV ads, design of

banners, and other POS done by the company simultaneously all around India with no

Difference in designs etc. fall in this category. ! ;‘ ‘  ‘ ‘includes the

promotion schemes, publicity material, POS display done by the company from zonal,

plant, sales 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.

*c

0-‘

Since there is only one major competitor of the Coca ± Cola i.e. Pepsi. There is

some information about the Pepsi Company.

Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.

Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at

North America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods

businesses in the United States of America and Canada also.

Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the

number one brand of bottled water in the United States, Dole single serve juices and

some, which offers a wide range of drinks with herbal ingredients. The company also

makes and markets North America¶s best-selling, ready to drink iced teas and coffees

via joint venture with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the world¶s largest food and beverage companies.

„ 
      

x / =2
‘
 ‘

x  =0
‘ #
5 ‘

x "

 ‘ ‘  ‘

x  

‘% ‘

x ?
‘/‘


Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.

Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats

Company, creating the world¶s fifth largest food and Beverage Company, with 15

brands-each generating more than $1million in annual retail sales. Pepsi Co's success

is the result of superior products, high standards of performance, distinctive competitive

strategies and the high level of integrity of their people.

oft drink business is built on two pillars - Brands and Distribution. We present

below comprehensive conceptual coverage of these and other key marketing concepts

1. Branding

2. Valuation of brands

3. Distribution

4. Marketing

5. Market Research

6. Market segmentation and positioning

7. Advertising and promotions


**

)‘ ! - "‘‘

4
‘‘
‘
‘G‘

A brand is name, term, sign, symbol or design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors'

A Trade mark is "a brand or a part of brand that is given legal protection because

it is capable of exclusive appropriation."

Manufacturers can use their own brands (known as Manufacturers' brands) or

brands of their distributors (Distributors' brands).

4‘
5G‘

Manufacturers/ distributors use brand names for a variety of reasons from simple

identification purposes to having legal protection for unique features of the products

from imitations and help consumers recognize certain quality parameters. In some

cases, brands are just used to endow the product with unique story and character which

itself can be a basis for product differentiation.

**
*A

 
‘ 
 ‘‘
‘ ‘‘  ‘ ‘

While brands can represent all types of goods or entities, they have special

importance for products. Brand equities are stronger in soft drink products as the

consumer is reluctant to try unknown brands/ unbranded products for the following

reasons

x These products individually account for a small part of household spending.

x Most of these products are for personal use.

x In many cases, it is difficult to differentiate a product on technical or functional

grounds and therefore the consumer is reluctant to switch to an unknown brand.

x Successful brands generate strong cash flows, which enable the owner of the

brand to reinvest a part of it in the form of aggressive advertisements/ promotions.

This reinforces the perceived superiority of a brand.

1;‘
‘
‘‘
 G‘

Soft drink companies spends enormous sums on building a brand equity by way

of:

0 advertisements/publicity

0 free samples -low entry price

0 promotions (schemes for dealers, consumers etc)

*A

Advertisement and promotion can induce trials but for sustained loyalty, the

manufacturer has to offer superior quality and value for money. Most successful brands

are founded on a chance discovery of a new product/ process or assiduous research

and development work. Major players invest in R&D on their existing brands and

improve the product quality continuously to maintain their edge over competitors.

+‘ . 2 - ‘/‘! ‘‘

Value of a brand is represented by the incremental cash flow resulting from a

product with a brand versus a product without a brand name or with weaker brand

name.

Brand valuation is a complex process and involves a lot of subjectivity. There are

no widely accepted techniques of brand valuation. There are several considerations

which cannot be standardized or quantified such as

x To pre-empt competition from taking over a brand

x ‡ Synergy with the company acquiring existing brands/ businesses

x ‡ Strategic entry into a new product category

x Prevent damage to existing brands. Many a times stiff competition results in price

cutting, aggressive promotions, lower margins for all the competing brands.

x Confidence in the acquirer of the brand to rejuvenate a languishing brand.


,‘ --!- ‘‘

Marketing or Distribution channel refers to the set of marketing intermediaries

which manufacturer's link together to reach their products to the ultimate consumers.

Depending on the product, nature of market and manufacturers' resources/strategy,

there can be one or more links between the manufacturer and consumer.

Manufacturer ± Retailers

Manufacturer - Wholesalers ± Retailers

Manufacturer - Stockists - Wholesalers - Retailers.

[ ‘‘‘ ‘

There are several benefits for a manufacturer particularly in case of consumer

goods to rely on these marketing intermediaries rather than develop one's own

distribution network.

x p         the basic marketing task by these intermediaries who

through their experience, specialization, knowledge of local conditions, contacts

and scale, offer services.

x Which manufacturers can scarcely do on their own.

x    most of these intermediaries in India are family owned outfits.

Their cost of operations and overheads are substantially lower.

x ÿ : Manufacturers can concentrate on their core activity and optimize return on

assets.


 -2- "‘‘

In India, there are over 5 million retail outlets dispersed all over the country. The

retailing industry provides employment to over 18mn people. 1 out of every 25 families

in India is engaged in the business of retailing. Ownership and management are

predominantly family controlled. However in sharp contrast to developed countries, unit

average size of a retail outlet in India is very small.

Organized retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/ shopping malls. Consumers are

unwilling to pay a premium for convenience shopping as their counterparts in the

western countries do. While small chain stores called Apna Bazaars and Sahakan

Bhandaars, which offer products at reasonable prices, have been fairly popular,

Department Stores and Food Stores are slowly gaining popularity. A large number of

corporates have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

0 Grocery stores

0 General purpose stores

0 Food stores

0 Pan bidi shops

0 Chemist/ drug stores

0 Cold chains

‘

*

0 3H‘ 7‘> - ‘ "-‘‘" 2‘

1. Market Penetration Strategy

2. Market Development Strategy

3. Product Development Strategy

4. Diversification Strategy

)‘  7‘  - ‘ "3‘


Under such strategy the B.B.L., Bareilly looks for ways to increase the market

share of its products in their market. Company always tries to encourage its customers

to buy and use more soft drinks in a satisfactory manner. This would make sense if,

most of its buyer are frequent buyers of soft drinks and could be sown the benefits of

using more soft drinks.

+‘  7‘.2 ‘ "3‘

(i) First Company examine whether there are any potential user types in the

locations not new buying products.

(ii) Second, the company considers selling through new distribution channels in its

locations to each other users in these locations.

Third, company always seeks to know about new outlets.

*
A

,0‘.2 ‘ "3‘

Company always knows that the product development should be satisfactory and
also maintained top class in its soft drinks.

A‘-.-/-0 - ‘ "3‘

Company plays such types of diversification strategy:

(i) Company always seeks for new product which have been scientifically tested

and marketing strategies with exhausting product lines.

(ii) Company is always in attention to diversify the products by other bottles

through new strategies.

A
Ac

0 3H‘" 2‘

‘
Finally the goals of company are:

; To earn maximum profit

; To satisfy the consumer need through better quality of products

; To maintain quality of product

; Best distribution system

; To continuously increase their own share of percentage in soft drink

Ac

41‘1‘ 3‘"‘

‘
Low per capital consumption of Soft Drink in India may be linked to the inflated

prices of such drinks. But surprisingly in leaves a very low margin for bottlers also. With

a retail price ranging to Rs. 7 Rs. 10 per bottlers (300 ml) for consumer and Rs. 196 per

case (24 bottles) for retailers. A bottler must pay as such as 34% of the price per case

as Excise duty, Sales and turnover tax.

A further 10% goes into expenditure on local advertising and sales promotion.

Distribution and transportation cost takes care of another 10%.

Raw material costs, concentrates, Sugar, Citric Acid, Bottle caps etc. eat up

another 25%.

Production costs in terms of fuel, Power, Maintenance and labour up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would go into

overheads and interest charges, trimming down the margin to a skimpily 4-5% a bottling

operation, thus is viable only with large volume. (This is also one of the reasons of

FOBO being converted into COBO).

The consumer, obviously, shoulders most of the burden, Bottle cost are also

critical component of Soft Drink business.

Coke is positioning all of its beverages as all season¶s beverages rather than

only summer drinks, this will greatly help to increase consumption.


In summers Coca-Cola was coping with a change, CEO-Alex Born has replaced

David Short.

Coke has made India its home, Coke is experimenting with mobile dispensing

units at beaches and stadiums, going out towards consumers. ³Our goal is to have

Coke available within arm¶s reached of desire´ Nicholas once said (Retd. CEO).

While Pepsi wants people to come to them, Coke plans to go after consumer.

Coke¶s objective in the short run shall be to convert Pepsi drinks, rather than Thumps

Up drinkers to Coke.


A*

- ‘->‘

$  
‘  &‘

³Promotion consists of those activities that are designed to bring a company¶s

goods or services to the favorable attention to customers´.

  ‘ ‘1‘

The promotional activities are concerned with:

a) Informing the people about product¶s distinctive want-satisfying characteristics

and its availability.

b) Reminding people periodically about the product and its role, and

c) Persuading the people prospective buyers that make people do what they might

not otherwise do that they do not really want to do.

- 2‘2‘

Advertising Sales Promotion, Direct Marketing, and Public Relations & Sales

Force has its own unique characteristics and cost marketing has to understand these

characteristics in selecting them.

A*
AA

# 5‘

Advertising is the use of paid media by a seller to communicate persuasive

information about its products, service of organization. An advertising is a promotional

goal and generally used, by all business enterprises.

On the one hand, advertising can be used to build up a long term image for a

product (Coca-Cola ads.) land on the other to trigger quick sales (a sears ad for a

weakened sale). Advertising is an efficient way to reach numerous geographically

dispersed buyers at a low cost per exposure certain forms of advertising such as T.V.

advertising can require a large budget while other from such as newspaper advertising

can be done on small budget.

 2‘- ‘

Companies use sales-promotion tools to create a stronger and quickest response

Sales promotion can be used to dramatize product offers and to boost sagging sales.

Sales Promotion effects are usually short run, however, and not effective in building

long run, preferences.

-0‘ 7- "‘

The message is normally addressed to specific person and does not reach other.

It can be customized to appeal to the addressed individual. It can be prepared very

quickly for delivery to an individual.

AA

!2-0‘2 - ‘ ‘!2-0-3‘

Public relations can reach many prospects who might avoid sales people

advertising, a potential for dramatizing a company or product.

A well through public relations program coordinated with other promotion mix

elements can be extremely effective.

 2‘22- "‘

Personal selling in the most cost effective tool at later stages of the buying

process particularly in building up buyer preference, conviction and action. A sales force

represents a greater long-term commitment than advertising.


- ‘01 -?‘ ‘!3‘!!2‘! -223‘

!<0-.‘ 3= "=- =  ‘/‘


2‘

The B.B.L. Bareilly also pays a major and dominating role advertising concern.

All the National Level Advertising is governed by parent company Coca-Cola India. But

the company invested 3.50 crore rupees. Company adopted following media and

company spent 7 to 9 rupees on advertisement per crates.

1. Radio

2. Television

3. Hoarding

4. Sticker

5. Screen Light

6. Banners

7. News Paper

8. Magazines

9. Posters

10. Exhibitions


 2‘- ‘01 -?‘/‘0 3‘

(i) Through good advertising

(ii) Effective incentive policy

(iii) Use good quality of material

(iv) Best distribution system

(v) Attractive packaging


A

4‘ 23-

‘ ‘

 "1‘ 4 7 ‘

1. Improved quality control. 1. Entire infrastructure needs face


2. Latest technology. lift.
3. Heavy investment in both 2. Unskilled labour.
infrastructure and sales 3. Tight labour.
promotion campaigns. 4. Fear of retrenchment among the
4. Modified and attractive workers.
packaging.
5. Strong advertising network.
6. Unlimited large distribution
network.
‘ ‘

‘‘‘‘‘‘‘ -3‘ 1 ‘

1. Stiff competition.
1. Wide Market. 2. Illegal distribution done by some
2. Good Rural Market. distributors.
3. Direct Distribution. 3. Changing of consumer
preferences.

A
‰

 
‘  5‘

x   ‘ 
: -
‘ the main purpose of the project is to find out the analysis of outlets

in respect to the beverages.

x ‘‘ ‘ 
: -
‘ To find out the opportunities for the soft drink market.

x 

‘ ‘ : -
The main source of data collection was primary data, which was

collected by observation, expert opinion, interview etc. and the other

source of data collection was secondary data which was provided by

the company and from other sources like books, journals, magazines,

news papers and web sites like wikipedia and coca-cola.com.

x  ‘‘I 


 : -
There are various types of questionnaire which are used in the

research studies. But I used structure and non-disguised questionnaire.

‰
‰c

x 
 ‘8 ‘=‘‘

‘ Daily around‘)=+‘outlets were observed. Therefore the whole

exercise took around 60 days. Almost al he respondent were very helpful

and forthcoming with the information.‘

Total numbers of outlets surveyed were 79.

  ‘0220- ‘1

)‘  
‘

‘  ‘=‘‘
‘
Primary sources are used to make project efficient and fruitful.

x Observations

x Interviews

x Experts opinion

+‘  
‘

‘  ‘=‘
‘
Certain secondary data sources are also used.

x Books

x Journals

x Business magazines

x News papers
x Web sites

‰c
‰ë

3‘/‘?- -‘

‘
The questionnaire is the list of questions to be asked from the respondents.

It also contains a suitable space where the answers can be recorded.

The term questionnaire usually refers to a self- administrated process where

by the respondent himself reads the question and records his answers with out the

assistance of an interviewer. This is a narrow definition of questionnaire. While in my

study I asked the questions from the respondents and fill the questionnaire myself.

While preparing the questionnaire I thought to prepare a structured and non-

disguised questionnaire so that the objectives of the study could be clear to the

respondents.

  ‘
‘=5 ‘I 
 ‘=‘

‘ Most questionnaire studies made in marketing research are of this type they are
structured and non-disguised. In this type of questionnaire only structured questions are
taken into consideration so that the questions should be clear to the respondents.‘

Structured and non-disguised studies can be handled by telephone, mail or personal


interview. But I chose to take interview of the respondents so that I could also observe
the attitude of the respondents.

‰ë
‰º

?- -‘0 0- ‘0‘

Questionnaire construction is still much more of an art than a science. For constructing

a questionnaire I followed the given steps-

x Determine what information is wanted

x Determine the type of questionnaire to use

x Determine the content of an individual question

x Determine the type of question to use

x Deciding on wording of questions

x Decide on questions sequence

x Decide on layout

x Pretest

x Revision and final draft

‰º
‰*

 2‘-E‘

When research studies are taken in practical life, then for collecting the information

is also based on sample size. There are two important sources of collection of

information.

x Sample

x census

In case the data are collected from each member of the population of interest, it

is known as the census survey. If data are to be collected only from the some members

of the population then it is known as the sample survey. But in case of sample survey

for the accuracy of results the sample collected should represent the whole population

in the perfect manner. And survey method is an efficient method when the population is

very huge. But in my study I did census of the given population and the numbers of

respondents were more than 79.

‘ ‘‘ /
 ‘  5‘
 ‘8 -

sample size really depends on four factors-

x The number of groups and subgroups within the sample that will be analyzed.

x The value of the information in the study in general, and the accuracy require of

the results in particular.

x Cost of sample. Large sample size will require high cost.

x The variability of population.

‰*
‰A

1‘/‘ 2- "‘


‘

Basically there are two methods of sampling which are probability and non-

probability. These methods are further classified also. These are the methods which pay

a lot in the research studies but selection of method is based on the type of research.

These methods are given below-

= 
 ‘
 5=‘

x Random

x Stratified

x Cluster

x Systematic

x Multistage

‘‘‘!= = 
 ‘
 5=‘

x Judgment sampling

x Quota sampling

x Panel sampling

x Convenience sampling

‘‘

‰A
‰‰

2
‘‘ 
‘

1. The area of study is limited to the merchandising and route productivity aspects of the

system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company,

so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a

deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor

who collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness of

the person who is being interviewed.

6. Interaction skills as well as the behavior of the respondents also played as a

constraints during the research.

‰‰
‰£

?- -‘

‘
(1)NAME OF OUTLET
««««««««««««««««««««««««««««

(2)ADDRESS
««««««««««««««««««««««««««««

(3)CONTECT PERSON
««««««««««««««««««««««««««««

(4)TYPE OUTLET

(a) RESTAURANT (b) HOTEL

(C) DHABA (d) BAR

(5) DOES THIS OUTLET SALE SOFT DRINK

(a) YES (b) NO

(6) IF NO THEN HE READY TO SELL

(a) YES (b) NO

(7) IF OUTLET SELL SOFT DINK THEN WHICH BARND HE SELL

(a) COKE (b) PEPSI (c) BOTH

‰£
‰·

(8) WHICH COOLER OUTLET IS USED

(a) COKE (b) PEPSI (c) BOTH

(9) THE OUTLET HAS MENU CARD

(a) YES (b) NO

(10) IF NO THEN INTERESTED FOR MENU CARD FROM COCA COLA

(a) YES (b) NO

(11) THE OUTLET IS USED ANY COMBO PACK WITH SOFT DRINK

(a) YES (b) NO

(12) THE OUTLET HAS MENU BOARD

(a) YES (b) NO

(13) IF NO THEN INTERESTED FOR MENU BOARD FROM COCA COLA

(a) YES (b) NO

(14) THE SEATING CAPICITY OF OUTLET


««««««««««««««««

‰·
‰

  ‘  - ‘

 ‘/‘    ‘  !2
 2  !  02 0  0! !    - "‘0  0-3

1 SWAD JUNCTION COKE COKE NONE NONE NONE 11 11*4=44


BHOJNALAY BAREILLY
GUPTA JUNCTION COKE & COKE & NONE NONE NONE 6 6*4=24
SWEETS BAREILLY PEPSI PEPSI
2
KRISHNA JUNCTION COKE & COKE & NONE NONE NONE 11 11*4=44
BHJNALAY BAREILLY PEPSI PEPSI
3
BAJPAI JUNCTION COKE & COKE & NONE NONE NONE 6 6*4=24
SUPER ROAD PEPSI PEPSI
4 MARKET BAREILLY
MANGALAM KATCHERY COKE & COKE & OWN NONE OWN 5 5*4=20
RESTAURAN BAREILLY PEPSI PEPSI
5 T
CHAWALA KUTUB COKE & COKE & OWN NONE OWN 20 20*4=80
RESTAURAN KHANA PEPSI PEPSI
6 T BAREILLY
TYAGI ROADWAYS COKE & COKE & NONE NONE OWN 10 10*4=40
RESTAUREN BAREILLY PEPSI PEPSI
7 T
QOUN CIVIL LINE COKE & COKE & OWN NONE NONE 20 20*4=80
RESTAUREN BAREILLY PEPSI PEPSI
8 T
KWALITY CIVIL LINE COKE & COKE & OWN NONE NONE 4 4*4=16
RESTAUREN BAREILLY PEPSI PEPSI
9 T
VESRO GULAB RAI COKE & COKE & NONE NONE NONE 4 4*4=16
RESTAUREN BAREILLY PEPSI PEPSI
10 T
PARAS HARTMAN COKE & COKE & NONE NONE NONE 4 4*4=16
11 SWEETS BAREILLY PEPSI PEPSI
AZMAL ROAD NO-1 COKE & COKE & NONE NONE NONE 2 2*4=8
12 SWEETS BAREILLY PEPSI PEPSI
PREM AIRFORCE COKE & COKE & INTERE NONE NONE 10 10*4=40
SWEETS & GATE PEPSI PEPSI STED
RESTAUREN BAREILLY
13 T
VENU AIRFORCE COKE & COKE & NONE NONE OWN 12 12*4=48
14 SWEETS BAREILLY PEPSI PEPSI
HIMALAYA AIRFORCE COKE & COKE & NONE NONE NONE 12 12*4=48
PUNJAB GATE PEPSI PEPSI
SWEET BAREILLY
15 HOUSE

‰
£

KUMAR AIRFORCE COKE & COKE & NONE NONE NONE 4 4*4=16
SWEET GATE PEPSI PEPSI
16 HOUSE BAREILLY
GUPTA BHOJI PURA COKE & COKE & NONE NONE NONE 4 4*4=16
BHOJNALAY BAREILLY PEPSI PEPSI

17

RADHESHYA 6-AANAND COKE & COKE & OWN NONE NONE 8 8*4=32
M ASHARAM PEPSI PEPSI
18 BHOJNALAY BAREILLY
THE INDIAN RAMPUR COKE & COKE & OWN NONE NONE 4 4*4=16
RESTAUREN GARDEN PEPSI PEPSI
19 T BAREILLY
CITY POINT CHOUKI COKE COKE OWN NONE NONE 20 20*4=80
RESTAUREN CHAURAHA
20 T BAREILLY
SREE CHOUKI COKE & COKE & OWN NONE OWN 6 6*4=24
RESTAUREN CHAURAHA PEPSI PEPSI
T NEAR ICICI
BANK
21 BAREILLY
PUROHIT BUTTLER COKE & OWN NONE NONE own 6 6*4=24
RESTAUREN PLAZA PEPSI
22 T BAREILLY
OMI BHAI CHOUPLA COKE & COKE & NONE NONE NONE 4 4*4=16
23 SWEETS BARFEILLY PEPSI PEPSI
RAKESH CHOUPLA COKE & COKE & NONE NONE NONE 4 4*4=16
24 SWEETS BARFEILLY PEPSI PEPSI
TALWAR CHOUPLA COKE COKE NONE NONE NONE 4 4*4=16
SWEET BARFEILLY
25 HOUSE
KHUSBOO CHOUPLA COKE & COKE & NONE NONE NONE 4 4*4=16
RESTAUREN BARFEILLY PEPSI PEPSI
26 T
BHATNAGAR CHOUPLA COKE & COKE & OWN NONE NONE 4 4*4=16
27 HOTEL BARFEILLY PEPSI PEPSI
BIKANER CHOUPLA COKE & COKE & OWN NONE NONE 5 5*4=20
28 WALA BARFEILLY PEPSI PEPSI
CHABRA SUBHAS COKE COKE OWN OWN OWN 4 4*4=16
RESTAUREN NAGAR
29 T BAREILLY
TRIPTI GULAB RAI COKE & COKE & OWN OWN OWN 6 6*4=24
RESTAURAN BAREILLY PEPSI PEPSI
30 T
KASHISH JUNTION COKE & COKE & OWN NONE OWN 54 54*4=206
POINT RAOD PEPSI PEPSI
31 BAREILLY
32 DURGA PREM COKE & COKE & NONE NONE NONE 9 9*4=36
RESTAURAN NAGAR PEPSI PEPSI
T BAREILLY
33 GULARD BAR GULAB RAI COKE COKE NONE NONE NONE 12 12*4=48
34 HAYAAT BAR KUDESHIYA COKE COKE & NONE NONE NONE 6 6*4=24
FATAK OWN
BAREILLY
35 METRO BAR KUDESHIYA COKE & COKE & NONE NONE NONE 6 6*4=24
FATAK PEPSI PEPSI

£
£c

BAREILLY
36 MODAL PREM COKE COKE OWN NONE NONE 20 20*4=80
SHOAP NAGAR
BAREILLY

37 MODAL D.D PURAM COKE & COKE & NONE NONE NONE 20 20*4=80
SHOAP BAREILLY PEPSI PEPSI
38 CHEER BAR JUNCTION COKE & COKE NONE NONE NONE 6 6*4=24
SWANTOWE BAREILLY PEPSI
R
39 DELAGHT JUNCTION COKE & COKE & NONE NONE NONE 5 5*4=20
BAR ROAD PEPSI PEPSI
BAREILLY
40 KOOKTAI & BUTTLER COKE & COKE & OWN NONE NONE 20 20*4=80
KURRIES PLAZA PEPSI PEPSI
BAREILLY
41 HOOKTAI & KRISHNA COKE & COKE & OWN NONE NONE 20 20*4=80
KURRIES LAWN PEPSI PEPSI
BAREILLY
42 HOOKTAI & D.D.PURAMB COKE & COKE & OWN NONE NONE 15 15*4=60
KURRIES AREILLY PEPSI PEPSI
43 HOST CIVIL LINE COKE & COKE & OWN NONE NONE 8 8*4=32
RESTAURAN BAREILLY PEPSI PEPSI
T
44 GUPTA C.B GUNJ COKE & COKE & NONE NONE NONE 5 5*4=20
BHOJNALAY BAREILLY PEPSI PEPSI
A
45 YADAV C.B.GUNJ COKE COKE NONE NONE NONE 3 3*4=12
SWEETS BAREILLY
46 GUPTA KHUSHRO COKE & COKE & NONE NONE NONE 3 3*4=12
SWEETS COLLEGE PEPSI PEPSI
BAREILLY
47 DINESH KHUSHRO COKE COKE NONE NONE NONE 3 3*4=12
SWEETS COLLEGE
BAREILLY
48 BAREILLY C.B GANJ COKE & COKE & NONE NONE NONE 3 3*4=12
SWEETS BAREILLY PEPSI PEPSI
49 NARAYAN C.B GANJ COKE & COKE & NONE NONE NONE 3 3*4=12
SWEETS BAREILLY PEPSI PEPSI
50 GOYAL C.B.GANJ COKE COKE NONE NONE NONE 3 3*4=12
SWEETS BAREILLY
51 SAKLANI NEAR COKE & COKE & NONE NONE NONE 3 3*4=12
SWEETS AMRAPALI PEPSI PEPSI
MALL
BAREILLY
52 IMTIAZ NEAR COKE & COKE NONE NONE NONE 2 2*4=8
AMRAPALI PEPSI
MALL
BAREILLY
53 RATAN K.K.ROAD COKE & COKE & NONE NONE NONE 4 4*4=16
SWEETS BAREILLY PEPSI PEPSI
54 RAMA SANJAY COKE & COKE & NONE NONE NONE 2 2*4=8
SWEETS NAGAR PEPSI PEPSI
BAREILLY
55 SHIV SANJAY COKE & COKE & NONE NONE NONE 2 2*4=8
CHAODHWR NAGAR PEPSI PEPSI

£c
£ë

Y SWEETS BAREILLY
56 BANSAL SANJAY COKE & COKE & NONE NONE NONE 2 2*4=8
SWEETS NAGAR PEPSI PEPSI
BAREILLY

57 SHRIPASUPA SANJAY COKE COKE NONE NONE NONE 2 2*4=8


TINATH NAGAR
MISTHAN BAREILLY
BHANDAR

58 OM SWEETS SANJAY COKE COKE NONE NONE NONE 2 2*4=8


NAGAR
BAREILLY
59 GURU SANJAY COKE COKE NONE NONE NONE 2 2*4=8
GUPAOL NAGAR
KRISHNA BAREILLY
60 ANAND SANJAY COKE & COKE NONE NONE NONE 3 3*4=12
SWEETS NAGAR PEPSI
BAREILLY
61 ADARSH STADIUM COKE & COKE NONE NONE NONE 3 3*4=12
SWEETS ROAD PEPSI
BAREILLY
62 PANDEY C.B.GANJ COKE COKE NONE NONE NONE 8 8*4=32
DHABA BAREILLY
63 HARSH C.B.GANJ COKE & COKE NONE NONE NONE 4 4*4=16
SWEET BAREILLY PEPSI
HOUSE
64 KRISHNA NEAR COKE & COKE & NONE NONE NONE 6 6*4=24
BHJNALAY JUCTION PEPSI PEPSI
BAREILLY
65 GUPTA ANAND COKE & OWN NONE NONE NONE 6 6*4=24
RESTAUREN AASHRAM PEPSI
T BAREILLY
66 SHERE-E- PATEL COKE COKE NONE NONE NONE 5 5*4=20
PUNJAB NAGAR
CHICKEN BAREILLY
RESTAUREN
T
BALA JI CIVIL LINE COKE & COKE & NONE NONE NONE 4 4*4=16
67 RESTAUREN BAREILLY PEPSI PEPSI
T
68 MANOJ CIVIL LINE COKE & COKE & NONE NONE NONE 4 4*4=16
RESTAUREN BAREILLY PEPSI PEPSI
T
69 JOSHI CIVIL LINE COKE & COKE & NONE NONE NONE 6 6*4=24
RESTAUREN BAREILLY PEPSI PEPSI
T
70 CHANDRA CIVIL COURT COKE & COKE & NONE NONE NONE 10 10*4=40
RESTAUREN BAREILLY PEPSI PEPSI
T
71 PUNJAB NEAR COKE & COKE & NONE NONE NONE 10 10*4=40
HOTEL JUNCTION PEPSI PEPSI
BAREILLY
72 KHALSA NEAR COKE COKE NONE NONE NONE 20 20*4=80
HOTEL JUNCTION

£ë
£º

BAREILLY
73 MAHINDRA JUNCTION COKE & COKE & NONE NONE NONE 4 4*4=16
RESTAUREN ROAD PEPSI PEPSI
T BAREILLY
74 NEW NEAR COKE & COKE & NONE NONE NONE 10 10*4=40
VANSHNO JUNCTION PEPSI PEPSI
BHOJNALY BAREILLY
75 IMAANRAJA NEAR COKE & COKE & NONE NONE NONE 10 10*4=40
HOTEL JUNCTION PEPSI PEPSI
BAREILLY
76 BHAJPAI JUNCTION COKE & COKE & NONE NONE NONE 3 3*4=12
SUPER ROAD PEPSI PEPSI
MARKET BAREILLY

77 CHNDRA JUNCTION COKE & COKE & NONE NONE NONE 10 10*4=40
RESTAUREN ROAD PEPSI PEPSI
T BAREILLY
78 FAUJI JUNCTION COKE & COKE & NONE NONE NONE 10 10*4=40
RESTAUREN ROAD PEPSI PEPSI
T BAREILLY
79 NEW SAMA 53-CIVILLINE COKE & COKE & NONE NONE NONE 10 10*4=40
FAMILY BAREILLY PEPSI PEPSI
RESTAUREN
T

‘
‘
‘
‘
‘
‘
‘
‘
‘
‘
‘
‘
£º
£*

‘
 ‘/‘01-22- "‘?- ‘

‘ 4 ‘ ‘ 01-22- "‘?- ‘3‘

1 Salim Family fridge

2 Vasim Ice box

3 Ravi Ice box

4 Parmeet Family fridge

5 Munne Ice box

£*
£A

 ‘/‘! ‘

‘ 4 ‘ ‘ /‘! ‘


1 Salim Thumps up

2 Vasim Sprite

3 Isam Thumps up

4 Mujahid Coca-cola

5 Hanif Limca

6 Amit Fanta

7 Ravi Coca-cola

8 Rahul Thumps up

9 Parmeet Coca-cola

10 Munne Sprite

11 Babu bhai Limca

12 Vahid Thumps up

13 Mizaz Coca-cola

14 Nawab Fanta

15 Irfan Limca

16 Babbu Coca-cola

17 Khalil Sprite

18 Nasim Limca

19 Asif Thumps up

£A
£‰

20 Om Shankar Coca-cola

21 Pravesh Maaza

22 Asha Sprite

23 Guddu Maaza

24 Guddu Coca-cola

25 Raju Thumps up

26 Ram babu Fanta

27 Shalender Coca-cola

28 Umesh Sprite

29 Sanjeev Maaza

30 Naseem Coca-cola

31 Zaki khan Coca-cola

32 Pravesh Thumps up

33 Majid Fanta

34 Shahid Maaza

35 Salim Sprite

36 Jamal uddin Coca-cola

37 Samsood Thumps up

38 Avdhesh Sprite

39 Kham karan Coca-cola

40 Sumit Limca

‘
£‰
££

" 1-0 2‘  - ‘

 
 ‘  ‘0
‘

  ‘‘ ‘
 3 

  
5 ‘ (B B

: The above given pie chart shows that 95% retailer are give

information about soft drink and 5% are not ready to give the information about soft

drink.

££
£·

0 -- ‘01 ‘/‘07‘0‘

0 07 1‘ - 2-0 / 




  
5 35 30 15 10 10

‘‘
: The above given bar chart shows market captured by Coca-cola product

on basis of selling in which coke captured 30% ,Thumsup captured 30% , Sprite

captured 15% ,Limca captured 10% and fanta captured 10% market in totality of coca-

cola product.‘

£·
£

0 - ‘01 ‘/‘-‘


‘

0 - * 4 -- 

0  " 40 15 25 20

: The above given bar chart shows market captured by PEPSI product on

basis of selling in which Pepsi captured 40% ,7up captured 15% ,Dew captured 25%

and Mirinda captured 20% market share.

£
·

-3‘/‘07‘02‘01 ‘

02 3 

0  " *' ,'

: The above given chart shows purity of the cooler of coke in which

70% cooler is pure and 30% cooler were found impure.

·
·c

-3‘/‘-‘02‘01 ‘

02 3 

0  " *B +B

: The above given chart shows purity of the cooler of Pepsi in which 75%

cooler of pepsi is pure and 25% coller of Pepsi were found impure.

·c
·ë

 2‘ 7‘1 ‘

!  07‘ - 1‘

0  " *' 25 5

‘ : The above given chart shows total market share shared by Coca-

Cola & Pepsi in which 70% market is captured by coca-cola , 20% by pepsi and 5 %

part of market was also shared by other soft drink product.

·ë
·º

1 ‘/‘00 =02 ‘- ‘/‘- 7‘ 7‘

‘

‘
‘
‘‘‘‘‘‘‘‘‘

0 3 0
=
  ‘‘‘1‘

0  " *' +B ‘‘‘‘‘B‘

NOTE: The above given chart shows total market share shared by Coca-

Cola & Pepsi in which 70% market is captured by coca-cola , 20% by pepsi and 5 %

part of market was also shared by other softdrink product.‘

By above data presentation ,calculation and graphs it is clear that COCA-COLA is

leader and major market share is by COCA-COLA

·º
·*

/5‘‘‘

Findings are very essential these can often help us in performing at our best, expand

beyond our limits and achieve the things that would otherwise astonish us.

The topic horizontal expansion was assigned to me in whom I got a miraculous

opportunity to find the things regarding coca-cola¶s products but to expand the market of

any company is very anguish work. These are the certain steps taken by the company

which can make or mar the future of the company.

With the help of given project company¶s folks are also benefited because they

got to know lot of beneficial things and I am very pleased that they assured me that the

findings given by me will be taken into consideration seriously. There are certain

findings which are given below-

x Enlargement of market
x Sale of coca-cola¶s products in the market
x Most likely product
x Expedient business starting time
x Most gravitated chilling equipment
x Image of coca-cola in the market
x Company¶s sales per annum
x Availability of brands in market
x Complaints by outlets owners

·*
·A

)=‘ 
5  ‘‘ : -

Enlargement of business was an important part of the study. In this part I got to

know that coca-cola¶s market is pervading with rapid growth. I found an important

point after getting responses from the customers that every year the business of

coca-cola is increasing with sufficient growth. I also got to know that many of the

owners of outlets were interesting in opening the sale of coca-cola in next season

because they told that the sale reaches on the culmination only in the summer

season. By getting such responses I found that the company must manufacture

more in summer so that the company can earn the maximum profit but I was also

puzzled to get to know that some of the owners were also interested in selling

coca-cola in winter but these kind of responses I found at only those places

where mostly population is educated. So I can suggest the company to

manufacture the products in winter also. Eventually I can state that the expansion

of coca-cola¶s business is up to the mark.

+=‘
‘‘
=
H‘ ‘‘
‘- during the project it

Was really important to get to know about the sale of coca-cola¶s

product in the market so that I could know the position of coca-cola in the market and as

well as market share of coca-cola. I got to know that most of the owners were interested

to sale the products of coca-cola in comparison to Pepsi. I got that owners were

·A
·‰

interested in selling the products of coca-cola because they were satisfied with the

quality of coca-cola¶s product. I also got to know that customers demand the coca-cola¶s

product that is why owners were interested in selling the products of coca-cola.

,=‘‘  ‘ : - there are several products which are being

manufactured by the company. But during the study I got responses from the customers

that there is one product of coca-cola which is most liked by the customers. That

product is thumps up. A thump up is the most likely product. So in my study I want to

suggest to the Company that company should consider the possible consequence that

why other products are not equally liked by the customers.

A=‘D  ‘ ‘


5‘ : - most of the owners of outlets wanted to

open the sale of cold drinks in the summer season because they thought to get high

sale in summer season only. I started my project in the month of June which is near

about last month of cold drinks sales season. That is why I got responses from the

owners of the outlets that they wanted to open the sale in next season. So the most

important finding is that the company should approach to the new outlets owners in the

beginning of the season. It means that the most appropriate months of approaching the

customers are march-April. If company takes possible steps towards the expansion of

business then company should approach to the customers in suggested months only so

that company can reach on the vertex without wandering here and there.

·‰
·£

5- ‘5
#
 ‘ 5‘ I : - there is some chilling equipment,

company is offering to the owners of the outlets. But after study I got to know that the

sale of chilling equipment is totally depending on the type of outlet. If any owner is doing

business on large scale then he needs defrizer if any one is doing business on medium

scale then he needs family fridge and some owners are also doing business on small

scale then they need ice box. Chilling equipment is basic need for the business of cold

drink but the important think is that most of the owners of the outlets want family fridge

because the family fridge takes small place to set. So I can state that the most

gravitated chilling equipment is family fridge. The cost of family fridge is in the market

worth rs.9000 while company is providing it only in rs. 6000. But after getting responses

from the customers I was astonished that some of the owners did not want to purchase

any kind of chilling equipment from the company because they wanted to use their own

family fridges which were being used in their families.

6- -
5 ‘‘
=
‘‘ ‘
: - to get more from business you need

put more efforts in the business, this is the simple concept adopted by the company.

They always follow it. After working for two months in the market I got to know that

coca-cola has wonderful image in the market in comparison to other cold drink

companies. After getting such miraculous responses from the customers regarding

coca-cola I got to know that coca-cola has also miraculous image in the market.

Because the owners of the outlets told me that the quality of coca-cola¶s products is

very good that is why they like coca-cola. I tried to get to know that why they like coca-

·£
··

cola then I found that quality is the most important factor in favor to the company. Some

owners told that they like coca-cola because of good services provided by the company

time and again while some outlets owners told that they like coca-cola because they get

good margin on the sale of coca-cola¶s products. Finally I found that overall image of

coca-cola is better in the market in comparison to other companies.

*=‘0
H‘
‘ ‘
: - when we got to know that company has good

image in the market then automatically it is clear that the sale of the company will also

be perfect in the market. During my study I got to know that in my area of study sale of

coca-cola¶s products was up to the marks. As I found that in my area of study the sale

was 5 to 6 lacks rs. Per annum. And I think that the sale of this much amount in only

one area is fine. But the important think is that the sale of coca-cola¶s products varies

product to the product. The sale of some products is more than other products.

8=‘ #

 ‘‘
‘‘
 - there are several brands which are being

sold by coca-cola in the market like coca-cola, thumps up, limca, sprite, fanta and

maaza etc. but the important think is that how many of brands are easily available in the

market. After study I got to know that among these brands few are easily available while

few are difficult to get for outlets owners. When I got responses from the owners then I

knew that limca and maaza are difficult to get. They told during communicatating with

··
·

me that they do not get these two brands from the distributors easily while there is a

huge demand for these brands also. While working on my topic I found company must

solve this problem as soon as possible because these kinds of things can make or mar

the market condition of any company. If company takes it into consideration frequently

then company must try to improve its distribution system. Finally I want to conclude that

that company should try to provide all the brands to the owners so that these two

brands can also be easily available to the customers.

(=‘0
‘‘ ‘; : - during working on the topic I got to know

that some customers were very hostile they were complaining about the company.

When I tried to get to know then I found that few owners of outlets were not satisfied

with services provided by the company. They were complaining about the distribution

system of the company. Distributors at different-different areas were not working up to

the mark. I found that the behavior distributors were not good and they do not deliver

goods to the outlets owners at the right time. Some owners were telling about the

schemes which were not being provided to the particular area. So there are certain

problems discussed above must be taken into consideration by the company as soon as

possible.

·


""- ‘ ‘0  - ‘‘‘‘

‘‘‘‘

Suggestions and recommendations are very important for any company given by any

one because company can derive various benefits from the suggestions which are

suggested. During my study I got to know lot of things about the company. Like a coin

which has two faces every thing has two faces in the study I also got to know about

positive and negative faces of the company. There are various areas where company

has to improve for retaining the customers.

I got some points which have to be improved by the company¶s folks. These

points are given below-

1- low range of products

2- Distribution system.

3- Bad chilling equipment services.

4- Price discrimination in market

5- Low price of competitor¶s fridge.

6- False assurance.


c

)=‘2;‘
5 ‘‘ ‘ as we studied in our study that there are

several products which are being provided by the company to its customers. Like coca-

cola, thumps up, sprite, maaza, fanta and limca etc. but during my study I found that

there are some products which hare available in the market easily while some products

are not available easily to the outlet owners. These brands are specially fanta and

maaza. So I want to suggest to the company folk that they must provide al the brands to

the outlet owners in the perfect quantity so that the owners can provide these brands to

the final customers easily. For maintaining the supply of these products company must

produce these two brands in the perfect manner. Because these kind of things also

effect the goodwill and image of the company. So I want to suggest that as soon as

possible company¶s folks must remove this problem so that the customers of the

company can get any brand of the coca-cola at any time from any shop in the market.

The worse impact is that if the final consumers of the company do not get the products

of their own choice then they can switch off to the competitors and there will be worse

effect over the sell of the company. So this is the point of big concern which must be

taken into consideration as soon as possible.

c

+=‘ ‘ : - I think that distribution system pays a lot in every walk of

company¶s life. As I got to know during my study that there are several problems in the

distribution system of coca cola so I want to suggest some solutions but before giving

my solutions it¶s very important to get to know about the problems in the distribution

system. During my study when I met certain owners of outlets then I got to know that

they are facing several problems in their business because of bad distribution system.

As they told that they do not get their orders at the right time and they face loses

because of late delivery. And they also told when ever they go to the distributors with

their problems they do not get solution. I got to know that there is problem in the logistic

system of distributors some times outlets owners are also false assured by the

distributors. Through my personal experience I can judge that distributors of the

company do not take care of the

retailers and this thing affects the goodwill and image of the company. So the things

which are discussed above can be said the problems of the distribution system. Now I

come on my suggestion part, I want to suggest that company must remove this problem

the distribution system as soon as possible. For this company¶s folks must train the

distributors of the different-different localities that how to provide better services to the

retailers so that they can deliver goods to the customers at their needs and this thing

will help the company to improve its image.


,=‘!
‘ 5‘ I ‘ # s: - like the human body which can not live

without food same as the sale of cold drink is not possible without chilling equipments

perfectly. During my study I found that the services of chilling equipments are not up to

the marks. The owners of outlets order for the chilling equipment but they do not get it at

the right time with them. Some times it also happens that the small shopkeepers are

denied by the distributors for the supply of small chilling equipments like ice box. The

reason is that the distributors are not benefited too much from the sale of small chilling

equipments. I was also astonished to get to know that owners of out lets are false

assured regarding chilling equipments. They are told by the distributors that they will get

chilling equipments free of cost. When I met the owners of out lets then they complained

regarding this problem. So I want to suggest that company must take this problem into

consideration. This problem can also be removed by conducting some research in the

market. I want to recommend that if this problem will not be removed briskly than there

is a probability that the outlets owners who are selling coca-cola¶s products they can

switch off to the Pepsi.

4-   ‘ 
‘‘ ‘
: - the one of the most important

suggestions which I want to give is price discrimination in the market. During my study I

got to know that there is price discrimination in the market. Some outlets owners told

that are getting the goods at different-different prices; they also told that they are getting

the products at lower prices from the open market. It was very difficult to convince the


*

outlets owners for the sale of coca-cola¶s products at the actual prices which are

decided by the company because they are getting the same products from the market at

lower prices. So I want to suggest that this is the hazardous problem which is going on

in the market regarding coca-cola¶s products. I want to suggest to the folks of the

company to remove this price discrimination from the market. If this problem will be

running in the market continuously then it will affect the goodwill and image of the

company and it will be very difficult to expand the market of coca-cola. I want to give

advice that a research must be conducted so that the reasons can be found behind this

problem. As I got to know this the problem because of open market dealings in the

market. This can be removed by stopping such kind of dealings if any owner of outlet

want to purchase the products of coca-cola then he can purchase from the distributor of

the locality where the outlet is situated. If this thing will continue in the market then it

might harm the profitability of the company also. So it is very essential to solve this

problem and company can follow the suggestions given by me.

5- 2;‘  ‘‘  H‘ 5 : - I thought to suggest regarding this point

also because thing is also reducing the market of coca-cola. During my research I got to

know that the owners of outlets were complaining the higher price of the fridge given by

the company to the owners of the outlets. Because of this thing they were saying to

close the sale of coca-cola because were getting the fridge of Pepsi at lower price. So I

want to suggest to the company that it must reduce the prices of the chilling equipment

*
A

so the company can enhance its market power in the market of cold drink. I fond that

there is difference in the price of fridge of coca-cola and Pepsi. The price of family fridge

of coca-cola is Rs.6000 while the price of Pepsi¶s fridge is Rs.5000 only. That is the

reason that outlets owners were not interested in purchasing the fridge of coca-cola. It

will be beneficial for the sale of coca-cola to decrease the price of family fridge. If it

happens then the company can recover its part of profit from the increasing sale of the

products.

6- /
 ‘

  - I also want to give my suggestions regarding this problem.

While working in the market I found that the owners of the outlets were suffering from

the false assurance given by the distributors of the company. They assure falsely

regarding chilling equipments, regarding company¶s banners and boards of

advertisement etc. distributors assure falsely and tell to the owners of the outlets that

they will get chilling equipment free of cost but in reality it does not happen no owner

gets any chilling equipment free of cost. I was puzzled because some of the owners

were very hostile regarding this type of false assurances. Some distributors give false

assurance regarding banners and boards of the coca-cola free of cost but the owners of

the outlets do not get these types of banners until they continue their business minimum

for one year. So I want to suggest that this problem must be suggested as soon as

possible so that the goodwill of the company can be continued.

A

0 02- ‘
‘

From this summer training and project titled  7‘1 ‘/‘-‘‘076‘

I have learned a lot about real practical work being done in the market I have also

watched & learned the practical applicability of the various things that we have studied

theoretically.

I observed on the basis of survey in Bareilly‘city that 0


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lay emphasis on

merchandising in order to become the ) brand in soft drink industry the report was

finds out the availability of different flavor and packs.

0
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adopt a good customer relationship management, it is focus on the,

segment of the product because each segment is affected by different sets of factor

which hamper or enhance sales. Each segment had its own Pros & Cons. So we have

to understand the various segment of soft drink industry that which flavor is existing

more in the market, Such as Thums-up strong brand of coke which is more popular in

young generation. I also observe about fate dealer, sub dealer, monopoly counter & its

marketing strategy. Such as fate dealer is influence wrong direction to the market. They

are supply product at high margin with low scheme.

As we know till now since ill soft drink industry the concept of brand loyalty is not in that

shape in which it is in countries. So company could take some steps to be to have a

good report with the retailers why supply them regularly and provide them with other

monetary benefit.

‘

!-!2-" 13‘

!7‘

x Kotler Philip and Armstrong, Graw, principle of management

Pearson education, New Delhi, 2004.

x Cooper- Business research { Tata Mc- Hill }

x Prasanna Chandra, Project management, Tata Mc-Hill publishing company ltd.

4!‘-‘

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)‘  
‘   56 Kothari. C.R., Research Methodology Methods

& Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

+‘  ‘ 2 # ‘ ‘  ‘ 


56‘ !
56 Kotler, Philip., Marketing

Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition.

,‘ 
5‘ 
 56 Varshney, R.L. & Bhattacharya, B., International

Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

A‘ 0
‘   6 Web-Site:- www.coca-cola.com <http://www.coca-

cola.com>

B‘  
5‘ ‘  ‘  #6 www.ask-jeeves.com,

www.distributing-company.com. ‘

C‘  
 56 Company Souvenirs.




 ->‘

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(1)NAME OF OUTLET
««««««««««««««««««««««««««««

(2)ADDRESS
««««««««««««««««««««««««««««

(3)CONTECT PERSON
««««««««««««««««««««««««««««

(4)TYPE OUTLET

(a) RESTAURANT (b) HOTEL

(C) DHABA (d) BAR

(5) DOES THIS OUTLET SALE SOFT DRINK

(a) YES (b) NO

(6) IF NO THEN HE READY TO SELL

(a) YES (b) NO

(7) IF OUTLET SELL SOFT DINK THEN WHICH BARND HE SELL

(a) COKE (b) PEPSI (c) BOTH


c

(8) WHICH COOLER OUTLET IS USED

(a) COKE (b) PEPSI (c) BOTH

(9) THE OUTLET HAS MENU CARD

(a) YES (b) NO

(10) IF NO THEN INTERESTED FOR MENU CARD FROM COCA COLA

(a) YES (b) NO

(11) THE OUTLET IS USED ANY COMBO PACK WITH SOFT DRINK

(a) YES (b) NO

(12) THE OUTLET HAS MENU BOARD

(a) YES (b) NO

(13) IF NO THEN INTERESTED FOR MENU BOARD FROM COCA COLA

(a) YES (b) NO

(14) THE SEATING CAPICITY OF OUTLET


««««««««««««««««

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To target various consumer segment of soft drink different and featuring Cricket

Star, Cine Star, Pop Star has been created.

Some of the commercials/ads exposed in the business period are:

1. Amir Khan & Ashiwarya Rai (Both Cine Stars) which targeted younger

generation. This ad contained imagery of Rugged and Romantic for 300ml of

Coke.

Theme ³Coca-Cola Ho Jay´

2. An other Cola drink from Coke i.e. ³Thumps UP´ employed Cine Star ³Akshay

Kumar´ in its thrilling ad with the theme of :

³Thump-Up´: Akhri Thums-up Wo Kya Hotter Hai.

3. Fanta ad showing children having lines ³Bold Ho Jao´.

4. A family giving mew looks to Mazza ³Tazza Mango Maaza Mango´.

5. Amir Khan in the ad of Mini Coke very interesting and romantic ad.

:01 "‘4-1‘1‘4- 9‘ "3‘

According to the Coke new strategy company is emphasing ³BE LOCAL´ in this

Coke will target the most selling product to those market where the demand of them is.

That means advertising, promotion, distribution of the wanted product very effectively at

that very market.


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Advertising is a non-personal promotion of goods or services, by a sponsor (a

firm or person) who can be identified and who has paid for this communication. The

purpose of advertising is to led to an immediate sales, or a sale at some later date when

the customer may find a need for the product.

The purpose of advertisement is to sell something a good service, idea, person

of place, either now or later this goal, reached by setting specific objective that can be

expressed in individual ads that are incorporated into an advertising campaign recall

again from the buying decision process that buyers go through a series of stages from

unawareness to purchase. Thus the immediate objective may be to move target

customers to the next stage in the hierarchy say from awareness to interest.

Specific advertising objective will be dictated by the firm¶s overall marketing

strategy. Typical objective are:

1.  ‘  
‘  5 Advertising may be used to acquaint prospect

with seller¶s company and products, easing the way for the sales force.

2. - # ‘ 
‘ 
 Wholesalers and retailer like to see a

manufacturer support its product.

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3. -  ‘
‘ ;‘ ‘Consumers need to be informed even about line

extensions that make used of familiar brand name.

Bareilly Beverage lays emphasis on advertising at the core centers. They lay

their banners and hoardings at all the important places and see to it that they do not

tear offs soon.

The product like Thums Up, Fanta, Limca and Mazza belong to one group i.e.

Coca-Cola, advertise on nation wide basis for its products, by hiring time and space on

media.

To promote the product and to create the awareness of the product every year

they are spending Rs. 10/- per crate for the advertisement. They are spending the

amount for wall painting, dealers board, glow sings, hoardings, banners, stickers,

posters and buntings.

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--!- ‘ 47‘

As it has been already stated that this particular plant has been taken by C.C.I. it

is expanding its area of operation at present it covers no less than 11 districts. It has 85

distributors under its belt and they are still browning, the areas under its operation are:

1. Almora 2. Bareilly

3. Budaun 4. Chamoli

5. Lakhimpur 6. Moradabad

7. Pithoragarh 8. Rampur

9. Ranikhet 10. Shahjahanpur

11. Nainital

Right from the very first year of the incorporation the company is running into

profit. This is because of many reasons that there is no other bottling plant near by. Also

the company provides good margin to retailers along with strong marketing activities.

- ‘

Company made available its product to depot & agency by bearing all transport

expenses up to agencies/depot.

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- ‘!3‘1‘0 3‘

All advertisement expenditure is incurred by Coca-Cola India, But only on D.P.

board, wall painting, SGA¶s etc. Company spends on it around it around 8-9% total

sales company invested around 3.50 crier rupees in Advt. Budget.

1. Radio 2. T.V.

3. Hoardings 4. Road Sings

5. Sticker 6. Neon Light

7. Banners 8. News Paper

9. Magazines 10. Exhibition

11. Posters 12. Sponsoring Local Events

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 2‘- ‘01 -?‘/‘0 3‘

x Good Advertising

x Effective Incentive Policy

x Quality

x Wide & Deep Distribution System

x Attractive Packaging

x Allotting SGA¶s (Refrigerator, Chest, Cosler, Table, Umbrella, Chairs etc.) to

retailers.

x Decorating Retailers Shop by Display Board, Dealer¶s Board etc.

x Free Schemes.

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; With every 1-2 crates purchased daily or alternatively once box is provided.

; For an average consumption of 3-4 crates a family fridge Godrej/Whirlpool.

; For an average consumption of 5-6 crates a Visi Cooler 4 crates.

; For a purchase of 7-8 cratesdaily visicooler 7 crates or chest cooler.

; If purchase exceeds 8 crates, then 9 crates vissicooler or defridger is provided

With every chilling equipment a steplizer is provided if may be of 1 KV or 5 KV.

" ‘.-- "‘0 -‘

1. Whirlpool India Ltd.

2. Godrej G.E. Appliances Ltd.

3. Western Refrigeration Ltd.

4. Rockwell Industries Ltd.

All these industries are enlisted and approved by Coca-Cola.

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" -- "‘ 2‘- ‘0  -" ‘

Today almost all companies resort to sales promotion techniques to have

increased sales value of their products or services, but only some of them

orgnise the sales promotion campaigns in an organized as well planned way.

Some companies consider sales promotion as weapon that can be taken out just

like that and used in an emergent situation. Sales promotion yields intended

results only when it meets certain basic requirements that are discussed here

under.

)‘  5 ‘ ‘!


‘ I  ‘

A firm first of all should identify the basic requirements of itself in resorting

to sales promotion. The firm finds out its need. Is it to enhance the dealer¶ off

take of the product? Is it to bring substantial extra sale immediately? Is it to off-

load accumulated stocks? Is it to reign consumer interest in the product? Is it to

enlist some support for the adverting effort that is already on?

+‘  ‘ ‘5‘ 


‘ 5
 ‘

Identifying the suitable promotional programme is the next step in

organizing the sales promotional programme. Right promotional programme

should be selected according to the current need and situation. The Choice of

the programme will be primarily decided by the resources available to the firm.

The firm should assess in advance that it as going to get more than what it is

investing in sale promotion campaign.

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,‘ ‘ 5‘ ‘


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Enlisting the co-operation and involvement of the sales people in rather

Important for the success of a sales promotion campaign are conceived and

planned in a hurry and implemented without briefing the salesmen about the total

sales promotion campaign. It is essential that salesmen of the firm or dealer of

the firm should be communicated properly regarding their role in campaign.

It is quite necessary to enlist the support of dealer or distributions.

A‘  5‘ ‘ ‘‘


‘ ‘ ‘

Especially in large-scale sales promotion ventures. They must be

motivated to support the campaign of the firm and make the sales promotion

campaign a success. This is because a major part of the activity has to take

place around the dealer shop.

B‘  5‘ ‘ 5 H‘ ‘

The Company resorting to sales promotion should also enlist support of

the ad agency, which prepare and programme for the company. The company

must ensure that it derive maximum benefit from the experience & expertise of its

ad agency.

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It is mostly observed that sales promotion campaigns are launched with

great publicity & fan for. But as the time passes the tempo of the sales promotion

programme start dying. The initial tempo built around the programme should be

maintained during entire period of the campaign through advertising, POPs and

enlisting a spirit of competition into salesmen & dealers.

*‘ 5‘‘

5‘

Timing of the campaign decides its success up to a great extent. And the

timing of the sales promotion campaign is decided by the sales needs of the

company. In timing a sales promotion campaign properly a company should

consider factor like seasonality of purchase of the product, climate conditions,

festival season etc.

@‘ 0= 


‘;‘ ‘  ‘‘ ‘

Sales promotion programme yield the best results when they are well co-

ordinate with other element of promotion ± Advertising, personal selling,publicity.

Sales promotion programme cannot run independent of these major variables,

when used in combination with promotion variables. when used in combination

with promotion variables, Sales promotion programme stand a better chance of

meeting their aims.

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