Professional Documents
Culture Documents
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Industrial Working for the period of 60 days ( i.e 10/06/2010 to10/08/10) with us .During
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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.
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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
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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
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
This report provides me a chance to study and analyses the practical aspects of the
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
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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
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, Marketing Manager of coke for his able guidance & active
I am thankful to Mr. MAYANK SINGHAL, Training and Placement Officer who has given
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
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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
Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia
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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
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 -
He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of
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
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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
health, fitness and good nutrition. Visit these sites for more information about positions,
The Coalition for a Healthy and Active America (CHAA) CHAA was formed in
schools, and communities about the critical roles physical activity and nutrition
National grassroots coalition, CHAA is a vigorous advocate for developing healthy and
rededicate time for physical fitness; giving parents the freedom to help their children
make their own nutritional choices; building school-business model relationships that
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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
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.
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
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
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
(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
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
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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
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
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
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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
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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
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
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
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
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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 $50 million. Baseball hall of Famer Ty. Cobb, a Georgia native, was
another early investor in the company. In 1894, Joseph, A Biedenharn, owner of the
By 1903, the use of cocaine was controversial and ³Coca-Cola´ decided to use
only ³spen coca leaves´. It also stopped advertising ³Coca-Cola´ as a cure for
In 1929, after death, Griggs Candler¶s Family sold the interest in ³Coca-Cola´ to a
Woodruff was appointed president of ³Coca-Cola´ on April 28, 1923 and stayed
The Coca-Cola Company is the largest manufacturer, distributor and Marketer of soft
drink concentrates and syrups in the world finished beverage products bearing the
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Around 1948 the first branded soft drink came in Indian market. The soft drink
was named as Gold Spot before Coca-Cola entered the country to dominate the scene
in 1950¶s.
D$&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
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 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,
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The Coca-Cola Company entered Indian in early 1950¶s. It set up four bottling
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
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
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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
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x Limca x Fanta
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.
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,
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
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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
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
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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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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
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.
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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
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
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Mazza 200ml
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, 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.
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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
Growth programs
Goods and as well as company can produce the sufficient Goods only.
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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
superior brands and services, thus increasing brand equity on a global basis.
1. We will conduct ourselves and our business activities with the highest standards
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.
defined objectives.
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and value to customers and consumers through world wide system of superior
± To achieve the mission the company seeks the contribution from each of the
given areas:
± Environmental policy.
± Internal control.
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In the network of the Coca-Cola system, Coca-Cola has either of the two bottling
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
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
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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:
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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.
introduced.
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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
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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
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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.
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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
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
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Since there is only one major competitor of the Coca ± Cola i.e. Pepsi. There is
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
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
Pepsi Co, Inc. is one of the world¶s largest food and beverage companies.
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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
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
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intended to identify the goods or services of one seller or group of sellers and to
A Trade mark is "a brand or a part of brand that is given legal protection because
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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
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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 Successful brands generate strong cash flows, which enable the owner of the
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Soft drink companies spends enormous sums on building a brand equity by way
of:
0 advertisements/publicity
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Advertisement and promotion can induce trials but for sustained loyalty, the
manufacturer has to offer superior quality and value for money. Most successful brands
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.
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
x Prevent damage to existing brands. Many a times stiff competition results in price
cutting, aggressive promotions, lower margins for all the competing brands.
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which manufacturer's link together to reach their products to the ultimate consumers.
there can be one or more links between the manufacturer and consumer.
Manufacturer ± Retailers
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goods to rely on these marketing intermediaries rather than develop one's own
distribution network.
x ÿ: Manufacturers can concentrate on their core activity and optimize return on
assets.
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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
undeveloped. There are no large super market chains/ shopping malls. Consumers are
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
0 Grocery stores
0 Food stores
0 Cold chains
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4. Diversification Strategy
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
(i) First Company examine whether there are any potential user types in the
(ii) Second, the company considers selling through new distribution channels in its
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Company always knows that the product development should be satisfactory and
also maintained top class in its soft drinks.
(i) Company always seeks for new product which have been scientifically tested
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Finally the goals of company are:
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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
A further 10% goes into expenditure on local advertising and sales promotion.
Raw material costs, concentrates, Sugar, Citric Acid, Bottle caps etc. eat up
another 25%.
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
The consumer, obviously, shoulders most of the burden, Bottle cost are also
Coke is positioning all of its beverages as all season¶s beverages rather than
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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.
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b) Reminding people periodically about the product and its role, and
c) Persuading the people prospective buyers that make people do what they might
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Advertising Sales Promotion, Direct Marketing, and Public Relations & Sales
Force has its own unique characteristics and cost marketing has to understand these
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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
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
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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
The message is normally addressed to specific person and does not reach other.
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Public relations can reach many prospects who might avoid sales people
A well through public relations program coordinated with other promotion mix
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
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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
1. Radio
2. Television
3. Hoarding
4. Sticker
5. Screen Light
6. Banners
7. News Paper
8. Magazines
9. Posters
10. Exhibitions
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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.
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the main purpose of the project is to find out the analysis of outlets
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To find out the opportunities for the soft drink market.
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The main source of data collection was primary data, which was
the company and from other sources like books, journals, magazines,
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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.
by the respondent himself reads the question and records his answers with out the
study I asked the questions from the respondents and fill the questionnaire myself.
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.
ë
º
Questionnaire construction is still much more of an art than a science. For constructing
x Decide on layout
x Pretest
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
/
5
8
-
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
*
A
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.
=
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,
3. The time period allotted for the study was only of two months, which may provide a
4. The study was based on both primary and secondary data but the relevance of the
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
£
?- -
(1)NAME OF OUTLET
««««««««««««««««««««««««««««
(2)ADDRESS
««««««««««««««««««««««««««««
(3)CONTECT PERSON
««««««««««««««««««««««««««««
(4)TYPE OUTLET
£
·
(11) THE OUTLET IS USED ANY COMBO PACK WITH SOFT DRINK
·
-
/ !2
2 ! 02 0 0! ! - "0 0-3
£
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
£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- "?-
£*
£A
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
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
27 Shalender Coca-cola
28 Umesh Sprite
29 Sanjeev Maaza
30 Naseem Coca-cola
32 Pravesh Thumps up
33 Majid Fanta
34 Shahid Maaza
35 Salim Sprite
37 Samsood Thumps up
38 Avdhesh Sprite
40 Sumit Limca
£
££
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.
££
£·
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 " 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%
£
·
-3/070201
02 3
: The above given chart shows purity of the cooler of coke in which
·
·c
-3/-0201
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
: 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 %
·ë
·º
0 3 0
=
1
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 %
·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.
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
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
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
manufacture the products in winter also. Eventually I can state that the expansion
+=
=
H
- during the project it
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
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
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
*=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
(=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
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.
·
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
I got some points which have to be improved by the company¶s folks. These
2- Distribution system.
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
c
ë
+= : - 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
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
ë
º
,=!
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
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
º
*
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
5- 2; H5 : - 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
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
A
0 02-
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.
merchandising in order to become the ) brand in soft drink industry the report was
0
=0
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
As we know till now since ill soft drink industry the concept of brand loyalty is not in that
good report with the retailers why supply them regularly and provide them with other
monetary benefit.
£
!-!2-" 13
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4!-
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=
x ;;;;
x ;;;
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£
·
5
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56 Kothari. C.R., Research Methodology Methods
,
5
56 Varshney, R.L. & Bhattacharya, B., International
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.
·
->
?- -
(1)NAME OF OUTLET
««««««««««««««««««««««««««««
(2)ADDRESS
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(3)CONTECT PERSON
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(4)TYPE OUTLET
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(11) THE OUTLET IS USED ANY COMBO PACK WITH SOFT DRINK
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To target various consumer segment of soft drink different and featuring Cricket
1. Amir Khan & Ashiwarya Rai (Both Cine Stars) which targeted younger
Coke.
2. An other Cola drink from Coke i.e. ³Thumps UP´ employed Cine Star ³Akshay
5. Amir Khan in the ad of Mini Coke very interesting and romantic ad.
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
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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
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
customers to the next stage in the hierarchy say from awareness to interest.
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
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;Consumers need to be informed even about line
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
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,
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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
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.
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Company made available its product to depot & agency by bearing all transport
expenses up to agencies/depot.
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board, wall painting, SGA¶s etc. Company spends on it around it around 8-9% total
1. Radio 2. T.V.
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x Good Advertising
x Quality
x Attractive Packaging
retailers.
x Free Schemes.
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; With every 1-2 crates purchased daily or alternatively once box is provided.
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increased sales value of their products or services, but only some of them
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.
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
enlist some support for the adverting effort that is already on?
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
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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
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
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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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
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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
Sales promotion programme yield the best results when they are well co-
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