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HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
TABLE OF CONTENTS
1.Acknowledgement
2
2.Declaration
3
3.Objective of the study
4
4.Company Profile
5
5.Company Name
5
6.Few words about company
6
7.History
7
8.Bottlers
8
9.COBO
9
10.
R.E.D.
10
11.
Products and Brands

11
12.
Channels
27
13.
What is Horizontal Expansion

28
14.
Reasons
29
15.
How to do Horizontal Expansion

30
16.
Benefits
32
17.
Outcome of the project

35
18.
Research Methodology
36
19.
Data Interpretation
37
20.
Findings
46
21.
Suggestions and Recommendations

48
22.
Conclusion
50
23.
Limitations
51
24.
Bibliography
52
25.
Questionnaire
53
Page1 of5 9

Acknowledgement
Co-operation and building up of moral are the essence of success. These are
two factors that go a long way in achieving it. It is a Herculean task, which lacks
these two determinants of success. Summer training was an exposure to
corporate environment. It was an opportunity and great pleasure for me to be in
such an environment and having interaction with concerned people.
I express my heartily respect and profound thanks to Mr. Alok Agarwal
(A.S.M.)and Mr. Vishal Sharma (S.E.) for their enlightening and
meticulous guidance for the consummation and evaluating of this
project.
I am also very thank full to Mr. Prashant Chauhan (M.D.) and Mr.
Kavinder Choudary (M.D.) for their corporation while doing the research
on topic.
Prof. Deepak Singh, Faculty, INMANTEC,Ghaziabad, who was in the
role of my Faculty Guide, left no stone unturned in guiding me along
the
course of my Summer Training Project work.
I am grateful to them those given me this opportunity to work on such
type of
project, without their, it is not possible for me to complete the project.
Finally, to my parents, for all the tea and care with which they
overwhelmed
me
through these long months of creation.
I sincerely hope that my first venue in this field is appreciated.
Offering thanks,
Ravi Kumar
.
.
.
Page2 of5 9

Declaration
I hereby that I have worked on the topic “ Analysis of Horizontal
Expansion Strategy of Coke in Ghaziabad”from 15th April 2009 to 15th
June 2009
All the information that has been collected, analyzed and documented
for the
project is authentic possession to me.
I would like to categorically mention that the work here has neither been
purchased nor acquired by any other unfair means. The data and information
existing in this report are accurate and update to the current data, to the best
of our knowledge.
However, for this purpose of the project, information already compiled
in
many sources has been utilized.
All information in this report is true representation oh what I have
experienced during the project.
Ravi Kumar
Page3 of5 9

Objectives of the study:
Primary Objective:
1.To understand & explain the Horizontal Expansion Concept with
respect to HCCB operations at retail end.
2.To enlist the benefits of Horizontal Expansion for the company at retail
end.
3.To enlist the roles and responsibilities for Horizontal Expansion at
retail end.
Secondary Objectives:
1.To identify if there exists any training requirement for the
improvement of sales to its sales team?
2.To understand how to make The Horizontal Expansion Process more
effective
3. To study the distribution system of the company.
4. To study the behavior of sales man and distributer towards shopkeeper.
5. To develop the business, expand the market coverage, acquisition of
retailers, retention strategies and maintaining customer relations.
Page4 of5 9
Company Name
HINDUSTAN COCA COLA BEVRAGES PVT.
LTD.
Industry: Consumer product / FMCG products HINDUSTAN COCA COLA
BEVRAGES PVT. LTD.
Types of Company: Private Limited Company, Foreign Based Company
Location:
Sales Office: A-164, SECTOR 63NOIDA {NCR}
Plant: 5th K.M. Milestone, Masuri – Gulaothi Road, Distt. Ghaziabad
Utter Pradesh PIN: 201009
Page5 of5 9
FEW WORDS ABOUT THE COMPANY
Every person who drinks a Coca-Cola enjoys a moment of refreshment
and
shares an experience that millions of others have served. All of those
individual
experiences combined have created a worldwide phenomenon – a truly
global
brand. On the distribution front, 10-tonne trucks, open-bay three wheelers
that can navigate the narrow alleyways of Indian cities, ensure availability of
our brands in every nook and corner of the country. The company-owned
Bottling arm of the Indian Operations, Hindustan Coca-Cola Beverages
Private
Limited is responsible for the manufacture, sale and distribution of
beverages
across the country. A career at Hindustan Coca-Cola Beverages Pvt.
Ltd. is
truly
a one-of-a-kind experience. Come taste life at Coca- Cola .
Page6 of5 9

HISTORY
Coca-Cola Company, nourishing the global community with the world’s
largest
selling soft drink since 1886, returned to India in 1993 after a gap of 16
years
giving a new thumbs-up to the Indian Soft Drink Market. In the same
year,
the
Company took over ownership of the nation's top soft-drink brands and
bottling
network. No wonder, our brands have assumed an iconic status in the
minds
of
the consumers. Coca-Cola serves in India some of the most recalled
brands
across the world including names such as Coca-Cola, Diet Coke, Sprite,
Fanta,
Thums Up, Limca, Maaza and Kinley (packaged drinking water), Minute
Maid
Pulpy Orange.
Page7 of5 9

Bottlers
In general, The Coca-Cola Company (TCCC) and/or subsidiaries only
produces
(or produce) syrup concentrate which is then sold to various bottlers
throughout
pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and
brand
was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company
in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola
currently
offers
nearly 400 brands in over 200 countries or territories. The company
operates
afranchised distribution system dating back to 1889 where TCCC only
produces
syrup concentrate which is then sold to various bottlers throughout the world
who hold an exclusive territory. The Coca-Cola Company is headquartered in
Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and
S&P
500
Page8 of5 9

All India Division COBO’s are now ISO 14001
certified
All 25 of the Divisions Company-owned bottling plants have gained the
international standard ISO 14001 Environment Management System certificate.
The ISO 14001 certificate is the internationally recognized standard of
Environmental Management.
A company must demonstrate management commitment, the total involvement of
all employees and a compliance with applicable regulatory and internal company
standards.
Strict division compliance with eKO system ensured that the bottling plants were
ready to meet the tough evaluation criteria and standards of the ISO auditors.
Page9 of5 9
RIGHT EXECUTION DAILY (R.E.D.)
R.E.D. is the survey method that company started earlier. For the survey of
R.E.D., Company had hired the person A.C. Nielson one of the best survey
company. This survey gets done once in a month. R.E.D. is the set of norms
divided into outlet wise.
ABOUT THE R.E.D. SURVEY
• T h e s u r v e y n a m e d
a s R . E . D . ( R i g h t
E x e c u t i o n D a i l y ) .
• T h e s u r v e y h a s
b e e n c o n d u c t e d t o
c h e c k t h e c o o l e r
m a n a g e m e n t ,
availability of products & activation of coca-cola in various outlets.
THE SURVEY WAS BASED ON THREE TOPICS
• F i r s t l y , I h a v e t o
c h e c k t h e c o o l e r
m a n a g e m e n t i . e . t h e
c u s t o m e r , a r e
properly managed/working or not. And lastly the most important
aspect of cooler management was the brand order.
• S e c o n d l y , I h a v e t o
c h e c k t h e
a v a i l a b i l i t y o f t h e
p r o d u c t i . e .
w h e t h e r
the product is available to the customer or not.
• L a s t l y , I h a v e t o
c h e c k t h e
a c t i v a t i o n , w h i c h i s
a v e r y i m p o r t a n t
because activation helps to boost the sales. Activation is done through boards
i.e. glow sign. DPS, Flanges and Combo Boards. Mostly combo boards are given
to the E & D outlets. And is very helpful in attracting the customers. Racks with
header is provided to the Grocery outlet, which should be fully charged.
Right Execution Daily (R.E.D.) is the diversification of outlets as
Channel,
Class. Let us know what are the Channel and Class respectively.
Page10 of59
PRODUCTS AND BRANDS
Page11 of59

Diet Coke
It was introduced in 1982 to offer an alternative to dieters worried about the
high number of calories present in regular Coca-Cola.
The Coca-Cola Company offers nearly 400 brands in over 200 countries,
besides its namesake Coca-Cola beverage. This includes other varieties of
Coca-Cola such as:
•
Diet Coke (introduced in 1982), which uses aspartame, a synthetic

phenylalanine-based sweetener in place of sugar
• D i e t C o k e C a f f e i n e -
F r e e
• C h e r r y C o k e ( 1 9 8 5 )
• D i e t C h e r r y C o k e
( 1 9 8 6 )
• C o k e w i t h L e m o n
( 2 0 0 1 )
• D i e t C o k e w i t h
L e m o n ( 2 0 0 1 )
• V a n i l l a C o k e
( 2 0 0 2 )
•
Diet Vanilla Coke (2002)
• C o c a - C o l a C 2
( 2 0 0 4 )
• C o c a - C o l a B l a c k
C h e r r y V a n i l l a
( 2 0 0 6 )
• D i e t C o c a - C o l a
B l a c k C h e r r y
V a n i l l a ( 2 0 0 6 )
• C o c a - C o l a B l ā K
( 2 0 0 6 )
• D i e t C o k e P l u s
( 2 0 0 7 )
• C o c a - C o l a O r a n g e
( 2 0 0 7 )
Tab was Coca-Cola's first attempt to develop a diet soft drink, using
saccharin
as a sugar substitute. Introduced in 1963, the product is still sold today,
however its sales have dwindled since the introduction of Diet Coke.
Page12 of59
Thums Up
Type
Cola
Manufacturer
The Coca-Cola Company
Country of origin
India
Introduced
1977
Related products
Coca-Cola, Pepsi, Campa Cola
Thums Up is a carbonated soft drink (cola) that is very popular[citation needed] in
India, where its bold, red thumbs up logo is common. It is similar in flavor to other
colas but has a unique taste reminiscent of betel nut. Introduced in 1977 to offset
the expulsion of The Coca-Cola Company and other foreign companies from
India, Thums Up, Limca, and Campa Cola gained nationwide acceptance. The
brand was bought out by Coca-Cola who later re-launched it to fight against
Pepsi after unsuccessful attempts at brand killing.
Background
During late 1970s, the American cola giant Coca-Cola was banned by the Indian
government. Following this, the Parle brothers, Ramesh Chauhan and Prakash
Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their
flagship drink, adding to their portfolio of older brands Limca (lime flavour) and
Gold Spot(orange flavored). Thums Up was basically a cola drink, but the
company never claimed it as such. The formula was just as closely guarded as
the famous Coke formula. During the same time, the owners of Coca-Cola’s
bottling plant, Pure Drinks Ltd., launched Campa Cola and Campa Orange, both
of which had a higher dose of carbon dioxide.
The Thums Up logo was a logo showing a red thumbs up hand gesture
with a slanted white serif typeface. This would later be modified by
Coca-
Page13 of59

Cola with blue strokes and a more modern-looking typeface. This was
mainly
done to reduce the dominant red color in their signage.
The picture shows the thums up mountain or thums up pahaad(in
Hindi)manmad hills which has a natural top like thums up logo and is a popular
sight from trains .Its famous caption until the early `80s was, “Happy days are
here again”, coined by then famous copywriter Vasant Kumar, whose father was
spiritual philosopher U. G. Krishnamurti. Later it was changed to "Taste the
thunder!”.
Market
Thums Up enjoyed a near monopoly with a much stronger market share often
overshadowing its other rivals like Campa cola, Double seven and Dukes, but
there were many small regional players had their own market. It even withstood
liquor giant United Breweries Group (makers of Kingfisher Beer) Mcdowell's
Crush, which was another Cola drink and one more Double Cola.
It was one of the major advertisers throughout the 80’s. In mid-80’s it had a
brief threat from a newcomer Double Cola which suddenly disappeared within a
few years.
In 1990, when Indian government opened the market to multinationals,
Pepsi was the first to come in. Thums Up went up against the international giant
for an intense onslaught with neither side giving any quarter. With Pepsi roping in
major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up
increased its spending in the Cricket sponsorship. Then the capacity went from
250ml to 300ml, aptly named MahaCola. This nickname gained popularity in
smaller towns where people would ask for "Maha Cola" instead of Thums Up.
The consumers were divided where some felt the Pepsi’s mild taste was rather
bland.
In 1993 Coca-Cola re-entered India after prolonged absences from 1977 to
1993. But Coca-Cola’s entry made things even more complicated and the fight
became a three-way battle. That same year, in a move that baffled many, Parle
sold out to Coke for a meagre US$ 60 million (considering the market share it
had). Some assumed Parle had lost the appetite for a fight against the two
largest cola brands; others surmised that the international brands seemingly
endless cash reserves psyched-out Parle. Either way, it was now Coca-Cola’s,
and Coke has a habit of killing brands in its portfolio that might overshadow it.
Coca-Cola soon introduced its cola in cans which was all the rage in India, with
Thums Up introduced alongside,
Page14 of59

albeit in minuscule numbers. Later Coca-Cola started pulling out the
Thums
Up brand which at that time still had more than 30% market share.
Re-launch
Despite its strong overall equity, the brand was losing its popularity
among
the core cola drinking age group of 12 to 25 year olds, partly due to nil
advertising.
Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi
would benefit more than Coke if Thums Up was withdrawn from the market.
Instead, Coke decided to use Thums Up to attack Pepsi. The Coca- Cola
Company by this time had about 60.5% share of the Indian soft-drink market but
much to its dismay found out that if it takes out Thums Up, it would remain with
only 28.72% of the market (according to a report by NGO Finance&Trade in
India), hence again dusted out the Thums Up brand and re-launched targeting
the 30 to 45 year olds.
The brand was re-positioned as a “manly” drink, drawing on its strong taste
qualities. Known to be a strong drink with more power packed into it than other
colas, it was a favorite in Rum based Cocktails and the byword “rum and Thums
Up.” Hence Thums Up kick-started an aggressive campaign directly attacking
Pepsi’s television advertisement, focusing on the strength of the drink hoping that
the depiction of “adult” drink would appeal to young consumers.
“Grow up to Thums Up” was a successful campaign. The brand’s market
share and equity soared northwards. The brand was unshakeable and Coca-
Cola’s
declaration that Thums Up was India’s premier cola brand in terms of market
share did not surprise many.
Other campaigns from Thums Up’s build on the “strength” of its cola
and
build associations as a macho drink. Ads showing the Thums Up man, riding
through the desert in search of a cantina that sells Thums Up rather than drink
another cola, stick in the minds of many Indians and caught the imagination of
youngsters who want to be seen as men.
Page15 of59

Sponsorship and Souvenirs
Thums Up was one of the major sponsors in the Cricket Matches. In early 80’s it
came out with several postcards featuring Sunil Gavaskar and Imran Khan.
Parle’s southern bottler was a major sponsor in the Indian motorsport scene in
80’s, to several Indian track drivers in Sholavaram races and also to several
regional Car and Bike rallies. Today old Thums Up souvenirs and stickers have
become
Page16 of59
Limca
Limca is a lemon and lime flavored carbonated soft drink made in India and
certain parts of the U.S. It is less bubbly than its American counterparts like
Seven Up and Sprite, and it has a slight flavor of ginger.
In 1992, when the government allowed Coca-Cola to return, at the same time
as it admitted Pepsi for the first time, Coca-Cola bought Limca, Thums Up,
Maaza and other drink brands.
Like other sodas, Limca is generally sold in glass bottles within India, which
Type
Lemon-lime soda
Manufacturer
Country of origin
India
Introduced
1977
Limca is a lemon and lime flavored carbonated soft drink made in India and certain
parts of the U.S. It is less bubbly than its American counterparts like Seven Up and
Sprite, and it has a slight flavor of ginger.
In 1992, when the government allowed Coca-Cola to return, at the same
time as it admitted Pepsi for the first time, Coca-Cola bought Limca, Thums
Up,
Maaza and other drink brands.
Like other sodas, Limca is generally sold in glass bottles within India, which
are returned to the store or restaurant after the contents have been drunk. The
bottles
are sent back to the manufacturer, washed and reused, because they are more
expensive than the soda itself.
Rates and sizes
2 ltr. plastic bottles cost Rs.55
600ml plastic bottles cost Rs. 22
300ml glass bottles cost Rs. 10
200ml glass bottles cost Rs. 8
350 ml pet bottles cost Rs. 15
Page17 of59

Limca also publishes the Limca Book of Records, a record book similar
to
the
Guinness Book of Records. The Limca Book of Records details feats, records
and other unique statistics from an Indian perspective.
One of Limca's original and very popular taglines was "Limca. It's veri veri
Lime & Lemoni." In India reigning top Hindi film actress and actors are generally
chosen as models for the product.
Page18 of59

Sprite
Type
Lemon-lime
Manufacturer
Country of origin Germany
Introduced
1961
Sprite is a clear soda, lemon-lime flavored, caffeine free soft drink, produced by
the Coca-Cola Company. It was introduced to the United States in 1961. This
was Coke's response to the popularity of 7 Up, which had begun as "Lithiated
Lemon" in 1929. It comes in a primarily green and blue can or a green
transparent bottle with a primarily green and blue label.
History
Originating in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta"), Sprite was
introduced to the United States in 1961 to compete against 7-Up. In the 1980s,
many years after Sprite's introduction, Coke pressured its large bottlers that
distributed 7 Up to replace the competitor with the Coca-Cola product. In large
part due to the strength of the Coca-Cola system of bottlers, Sprite finally
became the market leader position in the lemon-lime soda category in 1989
Global naming Sprite, as a lemon-lime soda, is referred to by consumers around
the world in a variety of ways. It is called lemonade in Australia and New
Zealand. In Ireland and Canada, Sprite and 7-up are interchangeable and, when
asked, a person may say Sprite or 7-up to mean the same drink. In South Africa,
Sprite and Schweppes Lemonade are almost interchangeable. In some parts of
Switzerland, Sprite (or any other type of lemonade) is also known simply as citra.
Page19 of59

Fanta
Type
Soft drink
Manufacturer
Country of origin
Germany
Introduced
1940
Fanta is a global brand of fruit-flavored soft drink from the Coca-Cola Company.
There are over 115 flavors world-wide; however, most of them are only available
in some countries. The brand was originally introduced in Germany in 1940, and
was purchased by Coca-Cola in 1960. Today it is available in 180 countries.
History
In 1940 Fanta was created by the German chemist Schetelig during World
War II in Germany, by the German Coca-Cola bottling company in Essen. Due to
war time restrictions on shipping between Germany and the United States, the
German bottling plant could not get Coca-Cola syrup. The CEO of the plant, Max
Keith, needed a product to keep the plant in operation and devised a fruit
flavored drink made from available ingredients.
Using apple fiber remaining from cider pressing and whey, a byproduct
from cheese manufacture,
Fanta was created and became quite popular. The original German Fanta
had a yellow color and a different flavor from that of Fanta Orange. The flavor
varied throughout the war, depending on the ingredients used.
The name 'Fanta' was coined during an employee contest to name the new
beverage. Keith told them to let their Fantasie (German for "imagination") run
wild. On hearing that, salesman Joe Knipp spontaneously arrived upon the name
Fanta.
After World War II, Fanta was introduced to the United States by
Coca-Cola, and in 1960 they bought the trademark. Fanta Orange is
the most
Page20 of59

popular Fanta flavor, available in 180 countries. In terms of volume, Brazil is the
largest consumer of Fanta in the world. Fanta remains more popular in Europe
and South America than in the United States.
Primary competitors to Fanta have included Tango, Orangina,
PepsiCo's Slice and Tropicana Twister.
In some markets, Coca-Cola also has spun off various diet Fanta
varieties including Fanta "Z" and Fanta Zero Orange.
Ingredients
The composition of Fanta, for the same flavor, varies from country to country. For
example, the European Fanta Orange has orange juice (in variable percentages),
whereas the US formulation does not. The Australian version contains 5% fruit
juice, and South American formulations also have orange juice, especially in
Brazil, where it contains 10% of orange juice. These differences mean the taste
of Fanta differs greatly from country to country, more so than regular Coca Cola,
and may in part explain why the drink's popularity varies so much between
different countries.
Fanta in other countries
Billboard promoting Guarana Fanta in Guadeloupe
There are over 70 different flavors world-wide. For example, in Romania (and
some other countries), there is "Fanta Shokata" based on the traditional
Romanian and Balkan drink Socata made from elderflower ( a wordplay between
"soc"- elderberry in Romanian- and "shock"). In Switzerland and the Netherlands
the local fruit, blackcurrant is used to produce Fanta as well. Some identical
flavors have different names in different markets. The classic orange, for
example, was rebranded "Fanta Funky Orange" in 2003 for the Nordic countries
and Belgium, and to 'Fanta Original Orange' in the Netherlands while other
countries retain the older "Fanta Orange" brand. As of the year 2005, the Fanta
brand has been connected with the word Bambaacha (or Bamboocha), which is
often seen in the Fanta commercials. TaB diet Cola was originally produced by
the Fanta division of Coca-cola and was, at one time, available in a variety of
non-cola flavors as well. Later in 2005, Fanta branched out into new Fanta Zero
(diet versions) varieties in Great Britain. In Great Britain, the new Fanta logo is
introduced.
Page21 of59

maaza
Type
Fruit juice
Manufacturer
Country of origin
India
Introduced
1976
Variants
Maaza Orange, Maaza Pineapple
Related products
Slice, Frooti
Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh,
the most popular drink being the mango variety, so much that over the years, the
Maaza brand has become synonymous with Mango. Initially Coca-Cola had also
launched Maaza in orange and pineapple variants, but these variants were
subsequently dropped. Coca-Cola has recently re-launched these variants again
in the Indian market.
Mango drinks currently account for 90% of the fruit juice market in India.
Maaza currently dominates the fruit drink category and competes with Pepsi's
Slice brand of mango drink and Frooti, manufactured by Parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially sold
in returnable bottles. However, all brands are also now available in small cartons
and large PET bottles. Of late, the Indian market is witnessing the entry of a large
number of small manufacturers producing only mango fruit drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly
sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso ariety,
which is known as the "King of Mangoes" in India.
History
Maaza was launched in 1976 in India. The Union Beverages Factory, based in
the United Arab Emirates, began selling Maaza as a franchisee in the Middle
East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in
these countries through Maaza International Co LLC Dubai. In India , Maaza was
acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands
such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza
was acquired by House of Spices in 2005.
Page22 of59
Minute Maid
Minute Maid is a product line of beverages, usually associated with lemonade or
orange juice, but now extends to soft drinks of many kinds, including Hi-C.
Minute Maid was the first company to market orange juice concentrate, allowing
it to be distributed throughout the United States and served year-round.
The Minute Maid company is now owned by The Coca-Cola Company, and is he
world's largest marketer of fruit juices and drinks. It is headquartered in Houston,
Texas, and employs 2,200 people. In 2002 the Houston Astros baseball team
sold the naming rights for their venue, subsequently anointed Minute Maid Park,
and the company now owns 8.5% of the team.
History
The National Research Corporation (NRC) of Boston, Massachusetts,
developed a method of concentrating orange juice into a powder using a "high-
vacuum process" in 1945. The US Army had a need for 500,000 lb (227,000 kg)
for the war, so NRC created a new branch, the Florida Food Corporation. Led by
John M. Fox, the company won the government contract for $750,000.
The war ended and the contract was canceled before the factory could
be built, but with investment, the company moved forward with a
product.
Rather than selling powder to the public market, the company decided to
create frozen orange juice concentrate. A Boston marketing firm came up with
the name Minute Maid, like Minutemen, implying the juice was quick and easy to
prepare.
With limited funds for advertising, Fox himself went door to door giving free
samples, until demand skyrocketed. The ability to purchase fresh- tasting orange
juice at any time of year, far from where oranges are grown, proved popular, and
led to the company's national success.
The Minute Maid company was purchased by Coca-Cola in 1960.
In 1973, the company released the first ready-to-drink, chilled orange
juice product in the United States.
Products
Page23 of59

Brazil:
 M i n u t e M a i d M a i s - R e a d y - t o - d r i n k
j u i c e d r i n k .
 A p p l e , C a s h e w , C a s h e w
M a n g o , O r a n g e , G r a p e ,
G u a v a , M a n g o , O r a n g e ,
Passion fruit, Peach
Germany
 F r u i t o p i a J u i c e s :
 M i n u t e M a i d F r u i t o p i a J u i c e s -
a v a i l a b l e i n 4 d i f f e r e n t v a r i a t i o n s :
 F r ü h s t ü c k ( B r e a k f a s t ) T O
G O - M u l t i f r u i t J u i c e
( P a s s i o n F r u i t ) a n d
Multifruit Juice (Berry Flavor)
 O r i g i n a l F r u i t J u i c e s :
 1 0 0 % O r a n g e J u i c e - O r a n g e J u i c e
d r i n k w i t h 1 0 0 % o r a n g e j u i c e
 1 0 0 %
Multifruit
Juice
-
Passion/Exotic
Fruit
(Orange/Banana/Apple/Maracuja) with 100% exotic fruit juices
 1 0 0 % A p p l e J u i c e w i t h A c e r o l a w i t h
1 0 0 % a p p l e j u i c e
 M u l t i f r u i t P r o b i o t i c J u i c e
( A p p l e / B a n a n a f l a v o r )
 M u l t i f r u i t P r o b i o t i c J u i c e ( d i e t a r y
j u i c e )
 M u l t i f r u i t A n t i o x i d a n t J u i c e
 M u l t i f r u i t J u i c e w i t h
G r e e n T e a a n d G r a p e S e e d
e x t r a c t s ( B e r r y / M e l o n
flavor)
India:
 M i n u t e M a i d P u l p y O r a n g e D r i n k -
O r a n g e j u i c e
Japan:
 M i n u t e M a i d F r u i t P l u s - J u i c e d r i n k .
 A p p l e G u a v a , L e m o n L i m e , O r a n g e
P e a c h
Mexico:
 M i n u t e M a i d F o r t e - F r u i t J u i c e s a n d
N e c t a r s .
 A p p l e , O r a n g e , G r a p e , P e a c h ,
P i n e a p p l e , M a n g o , T o m a t o , 1 0 0 %
 O r a n g e J u i c e , 1 0 0 % A p p l e
J u i c e , F i b r a m i x ( A p p l e ,
P i n e a p p l e a n d P e a r
mix) and Fruits (Strawberry, Banana, Guava, Pineapple, Mango and
Orange mix)
 M i n u t e M a i d R e v i t a - F r u i t D r i n k .
 L i m o n é ( L e m o n ) , M a r a n d ú
( A p p l e , O r a n g e a n d P e a c h )
a n d M e l o n d í a
(Watermelon and Cantaloupe)
 M i n u t e M a i d N u t r i + - F r u i t J u i c e .
 A p p l e , O r a n g e , G r a p e , P e a c h
 M i n u t e M a i d N u t r i + - F l a v o r e d m i l k
d r i n k .
 C h o c o l a t e , C h o c o l a t e B a n a n a ,
S t r a w b e r r y
Page24 of59
KINLEY
Water, a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most
basic need of life, the very sustenance of life, a celebration of life itself.
The importance of water can never be understand. Particularly in a nation such
as India where water governs the lives of the millions, be it as part of everyday
ritual or as the monsoon which gives life to the sub-continent.
Kinly water understands the importance and value of this life giving force. Kinley
water thus promises water that is as pure as it is meant to be. Water you can
trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca- Cola Company.
That is why they introduced Kinley with reverse-osmosis along with latest
technology to ensure the purity of their product. That’s why they go through
rigorous testing procedures at each and every location where Kinley is produced.
Because they believe that right to pure, safe drinking water is fundamental. A
universal need, that can not be left to chance.
Page25 of59
GEORGIA
In the company’s journey towards the vision “Leading the beverage revolution in
India”, now even Garam matlab Coca-Cola…. A hot new launch from Coca-cola
in India.
Georgia, quality tea and coffee served from state of the art vending
machines
is positioned to tap into the nations biggest beverage category.
Georgia, which promises a great testing, consistent, hygienic and affordable
cuppa is available in a range of 7sizzing flavours, adrak, elaichi, masala and
plain tea cappuccino, mochaccino and regular coffee.
Georgia is currently in the roll out stage after a suessful launch in Delhi &
Kolkata. Georgia aims to become the consumer preferred choice of hot beverage
when he is on the go, the brand is well on course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the premium brand
which caters to the connoisseur. Made from freshly roasted and ground coffee
beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh
coffee. Currently available exclusively at McDonalds outlets across the country
Georgia Gold has driven coffee sales through the roof. The success of hot
beverages from Georgia Gold has resulted in extension into the cold category,
with the introduction of Ice Tea and Cold Coffee.
Page26 of59
Channels
Grocery– Outlet primarily engaged in retailing of food & various
household items. It includes Grocers (Outlets dealing mainly in grains,
provisions, spices, edible oil, vanaspati etc.) and General Stores (Outlet selling
items of day to day requirements & stocking a variety of branded products)
E&D types 1 – Outlet selling items of eat which are being consumed
primarily standing in the outlet or being taken away for Future
Consumption.
Does Not Have Place To Sit. It includes bakery / sweet shops/ QSR / juice
centers / soft drink shops/ Tea shops etc.
E & D type 2 – Outlet selling items of eats which are being cooked/made
within outlet possibility of consuming those products within the
outlet.The
Outlet Should have A Place To Sit. It includes Sit down restaurants /
Bars / Dhabas / Cafes etc.
Convenience- includes outlets which are small stores, generally
accessible
locally. These are often located alongside busy roads. It includes
Chemists /
STD Booths / PAN – Beedi shops, etc.
Class
Bronze-Those outlets, which sells <= 200 carets per year.
Silver- Those outlets, which sells 201 - 499 carets per year.
Gold- Those outlets, which sells 500-799 carets per year.
Diamond- Those outlets, which sells more than 800 carets per year.
Page27 of59

What is Horizontal Expansion?
Expansion of business capacity through the absorption of facilities or buildings as
well as through the acquisition of new equipment to handle an increased volume
in sales in which the business is already engaged. In microeconomics and
strategic management, the term Horizontal Expansion describes a type of
ownership and control. It is a strategy used by a business or corporation that
seeks to sell a type of product in numerous markets. Horizontal Expansion in
marketing is much more common than Vertical Expansion is in production.
Horizontal Expansion occurs when a firm is being taken over by, or merged with,
another firm which is in the same industry and in the same stage of production as
the merged firm, e.g. Pepsi has adopted strategy of Vertical Expansion by which
Pepsi wants to improve it’s sale from Coke monopoly outlets, means Coke’s
monopoly outlets are being taken over by Pepsi now in this condition to improve
it’s sale Coke need to open new outlets which is called Horizontal Expansion
Strategy. A monopoly created through Horizontal Expansion is called a
Horizontal Monopoly.
This is the expansion of a firm within an industry in which it is already active for
the purpose of increasing its share of the market for a particular product or
service.
Page28 of59

Reason Of Horizontal Expansion?
The ultimate objective of coke is to acquire more customer and serve them
properly. While doing Horizontal Expansion take care to the competitor’s
strategy. The main competitor is PEPSI, who has opted Vertical Expansion to
generate more sell however Coke do not believe on Vertical Expansion because
Vertical Expansion has limited preview so COKE is great believer in Horizontal
Expansion and this strategy helped to the company to maintain its leadership in
the soft drink industry.
India is a big country having diversified taste and appearance and same
character is reflected in their demography. Horizontal Expansion helps the
company to serve the more people and more customers touch point because in
the waste country many customers commutes.
Page29 of59
How to Do Horizontal Expansion
To do Horizontal Expansion more efficiently we made a profit story and talk
to the
shopkeepers according to that story.
Story
Salesperson – hello sir, I am from Coke and I have a proposal that will surely
increase your income. May I present you?
Shopkeeper – yes please present it
Salesperson - Sir if you will start to sell coke then your overall sale will be
increased and it is not tough to sell coke because Coke is the leader in
beverage
industry and a very well known brand.
Shopkeeper- yes, but how it can increase my overall sale?
Salesperson - Sir, you are selling Chips, Pastry and snacks. And these
products
have a very good combination with cold drink. If a person wants to purchase any of
these products then it is quite possible that he will purchase Coke and vice versa.
Shopkeeper – But how Coke can increase my profit?
Salesperson – Sir if you are really interested to explore through Coke, you
may be
able to sell 2 cases of 200ml, 1 case of 300ml, 1 case of 6oo ml and 1 case of 2 liter.
And for start selling Coke you need to invest only Rs. 420. We will provide you 3 empty
carets
Weight of Product
(ML)
Rate
of
case(Rs.)
QT
Y.
M.R.P.
(Rs.)
Revenue(Rs
.)
Profit(Rs.)
200
168
24
8
192
24
300
214
24
10
240
26
600
488
24
22
528
40
2000
455
9
55
495
40
Sir your daily profit from coke (in Peak season) = Rs. 154
Profit per month (in Peak season)
= Rs. 4620
Page30 of59
Profit of whole season
= Rs. 13860
(Because the peak season for Coke is only of 3 months)
Profit of rest of the 9 months
= Rs. 20790
(Because as per the Coke assumption income in the off season is decreased by
half in comparison to the Peak season)
Profit of whole year
= Rs.34650
Your investment
= Rs. 1913
Your ROI
= 34650 * 100/1913
= 1811.29%
Shopkeeper – But I do not think this much will work what about those stuffs
that
needs to support trading of Coke and I have to provide them like electricity,
ice etc.
Salesperson – Sir that’s a really nice question, we can understand your
anxiety and
we have to offer much more for this. We have minimum Rs. 10 offer on 200 and 300 ml
and Minimum Rs. 20 on Pet bottles. More over if you are keeping your refrigerator for
the storage purpose of Coke if will be all right as the refrigerator can work by consuming
power as low as 2 units per day which will cost you Rs. 8 per day.
So, what you have to say about our offer?
Shopkeeper – Yes, I think it will be a nice idea to accept your offer.
Salesperson – Thank you sir and Congratulation (Shaking Hands) I will be
dropping my products within 10 minutes as I have the carrying vehicle with
me
and within next 15 minutes you are all set to go for selling Coke.
On some shops we set refrigerators and to keep a refrigerators we need to collect 1
photo copy of Voter ID card or Rashen Card, 1 photo copy of electricity bill and 1
passport size photo of shopkeeper.Page31 of59
Benefits of horizontal expansion:
• P r o v i d e s
I n c r e m e n t a l V o l u m e
& R e v e n u e f o r
B u s i n e s s
• B y h o r i z o n t a l
e x p a n s i o n t h e r e
w i l l b e m o r e o u t l e t s
o f o u r p r o d u c t I n
the market which will sell our product in more quantity. This will
generate incremental revenue for the business.
• H e l p s I m p r o v e
R o u t e P r o d u c t i v i t y
• T h e r e a r e p r e
d e t e r m i n e d r o u t e s
t h r o u g h w h i c h
p r o d u c t i s
t r a n s p o r t e d
and delivered at the coke outlets. If we open more outlets on the routes it will
increase the productivity because more outlets will be covered and more product
will be delivered with a negligible increase in time and efforts. Hence it will
improve productivity of the route
•
Improves Profitability of Our Distributors Expenses on routes and delivery of

product are incurred by the distributers. Opening new outlets will give more
revenue to our distributors also. With the increase in route productivity will
improve profitability of the distributors.
•
Reduced Dependence on Large Customers, We know that coke products have a

very good demand. To comply with this we have to provide large amount of
supply. In case we have few outlets a large amount of stock is gathered at few
retailers. In this case they become monopolistic and demand many things like
coolers refrigerators discounts margins etc. from the company. So it is very
necessary to reduce dependence on large retailers by opening new outlets.
Page32 of59

•
Increase market visibility Selling at more outlets give more market visibility of the
product which gives higher product recognition and brand value to the products.
• E c o n o m i e s o f s c a l e
• E c o n o m i e s o f s c o p e
• I n c r e a s e i n m a r k e t
p o w e r o v e r s u p p l i e r
a n d d o w n s t r e a m
m a r k e t
channels
Advantage of horizontal expansion over vertical
expansion:
Both expansion techniques are meant for increasing sales volumes. But in
horizontal expansion company can earn more profits by spending less. Let’s see
the profit story of horizontal expansion
Page33 of59
Page34 of59
Above tables clearly indicate the importance of opening new outlets. By doing
vertical expansion only growth in profit was not very effective but because of
opening just 200 new outlets sales increased to a large extent. Total profit margin
and return on investment also increased.
Page35 of59
OUTCOME OF THE PROJECT
Apart from the other benefits of horizontal expansion, its main benefit is to
generate incremental revenue for the company. During the project I studied
strategies and analyzed the market. My major job was to use different tools
provided by the company for horizontal expansion like refrigerator, ice box etc.
and to open outlets for coca cola products. With my other team mates I targeted
the market of Ghaziabad and our outcome is as follows:-
No. of New outlets in Nandgram = 22 No. of New outlets in Meerut road = 5 No.
of New outlets in other areas = 15
INCREMENTAL REVENUE GENERATED FOR
THE COMPNAY:
Avg. Sales at each outlet = 3 cases per outlet
Total Sales = 54*3 = 162 cases per day
Avg price per case = 300 Rs( assumed)
Total Revenue = 300*162
= Rs. 48600 per day
(Note: see appendices for the list of outlets)
Hence we can see the huge revenue generated by the horizontal
Expansion.
It also increased the visibility and market share of the coca cola
products.
Page36 of59

Research Methodology:
The study is based on Primary data and Secondary data. Secondary Data
was collected from the Company’s website and MD’s Sales Presenter as well
as Primary Data was collected through structured questionnaire. The
questionnaire was designed by keeping all the objectives of the study in
mind.
The type of research which is used to conduct survey was.
Sample Unit:
Sampling units are outlets owners/ shopkeepers selling soft drinks.
Sample Size:
Sample Size of 50 outlets.
Sample Technique:
Sample Technique is Simple Random Technique.
Method of data collection:
Method of data collection is survey method.
Universe:
Ghaziabad
Data Interpretation
(1) What Type of Channel do you hold?
Page37 of59
a) E & D
b) Grocery
c) Convenience
d) Other
E&D
20
Grocery
10
Convenience
20
Other, Please specify
0
(2) What Type of outlet are you in?
a) Pepsi Exclusive
b) Coke Exclusive
c) Never sell cold drinks
d) Both a & b
Pepsi Exclusive
10
Coke Exclusive
10
Never sell cold drinks
10
Both a & b
20
Page38 of59
(3) What is the chilling equipment you are using?
a) Coca cola Fridge
b) Pepsi Fridge
c) Own your Assert Fridge
d) Ice Box
e) Both (A & B).
Coca cola Fridge
10
Pepsi Fridge
10
Own your Assert Fridge
5
Ice Box
7
Both (A & B).
18
(4) Kindly rate the level of satisfaction on Communication from the company
a) Highly satisfied
b) Quite satisfied
c) Neither satisfied nor dissatisfied
Page39 of59
d) Quite dissatisfied
e) Highly dissatisfied
Highly satisfied
6
Quite satisfied
19
Neither satisfied nor dissatisfied
8
Quite dissatisfied
13
Highly dissatisfied
4
(5) If a brand which you prefer is not delivered to you properly, then what do you do?
a) Go for other brand
b) Call to distributer
c) Call to company’s sales person
d) Stop selling that brand

e) Other actions
Go for other brand
32
Call to distributer
0
Call to company’s sales person
13
Stop selling that brand
5
Other actions
0
Page40 of59
(6) Which of the following promotions affect the sale mostly?
a) Scheme
b) Case refund
c) Price pack
d) Under Crown Scheme
e) Any Other
Scheme
21
Case refund
7
Price pack
4
Under Crown Scheme
18
Any Other
0
(7) While COKE does not take empty bottles of PEPSI, latter does. Is there any affect of
it on sales?
a) No
b) Yes
c) Can’t Say
No
12
Yes
28
Can’t Say
10
Page41 of59
(8) I. Is there any effect of mega events (eg. IPL) on sale of COKE (In peak season, like
Summer)?
a) Increase
b) Decrease
c) No effect
d) Can’t say
Increase
7
Decrease
6
No effect
22
Can’t say
15
II. Is there any effect of mega events on sale of COKE (In non-peak season)?
a) Increase
b) Decrease
c) No effect
Page42 of59
d) Can’t say
Increase
14
Decrease
5
No effect
23
Can’t say
8
Delivery (timeliness)
(9)I. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied
C) Neither satisfied nor dissatisfied
D) Dissatisfied
E) Highly dissatisfied
Highly satisfied
0
Satisfied
13
22
Dissatisfied
7
Highly dissatisfied
8
Communication
Page43 of59
II. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
Highly satisfied
14
Satisfied
12
15
Dissatisfied
5
Highly dissatisfied
4
Visit Frequency
(9) III. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
Highly satisfied
0
Satisfied
13
22
Dissatisfied
7
Highly dissatisfied
8
Page44 of59
(9) IV. Kindly rate the behavior of sales man (Peak Season) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
Highly satisfied
0
Satisfied
7
9
Dissatisfied
15
Highly dissatisfied
19
Communication
(9)V. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied

Page45 of59
D) Dissatisfied
Highly satisfied
16
Satisfied
13
12
Dissatisfied
5
Highly dissatisfied
4
Visit Frequency
(9) VI. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
Highly satisfied
0
Satisfied
7
13
Dissatisfied
9
Highly dissatisfied
21
Page46 of59
(10) Kindly rate the behavior of distributer (Overall year) towards:
A) Satisfied
B) Dissatisfied
D) Don’t Know Distributer

Satisfied
8
Dissatisfied
13
6
Don’t Know Distributer
23
Communication
A) Satisfied
B) Dissatisfied

Satisfied
6
Dissatisfied
13
7
24
Page47 of59
Involvement
A) Satisfied
B) Dissatisfied

Satisfied
3
Dissatisfied
17
9
21
Findings:
Page48 of59

1. It is felt that outlet owner are more concern about schemes like offers on cases,
under crown schemes etc and Pepsi is providing them better schemes then
Coke.
2.It is felt that distributor is not doing his work honestly, he is not
sending route in the market properly. When the salespersons generate orders
with retailer, due to problem like salesman is on leave, vehicle is not available etc
they delay the order and retailer cancel the order with the distributer that affects
the sales volume.
3. Distributer is more concern about Wholesaler rather than Retailer.
4.As per policy, both companies are not entitled to collect competitor
empty bottles from the shops but Pepsi is not adhering to it. Therefore this
hampering the business of coca-cola in the market as Pepsi is more preferable to
carry on the business in a suave manner.
5.The distributor in its area is facilitating sales by establishing monopoly
of offers and schemes that do not reach to the outlet.
6.Due to infiltration from Moon Beverages (FOBO) in Ghaziabad from
Delhi, difference in the rates for the shopkeepers has been perceived as a major
problem in the market. The disparity is being created due to COBO and FOBO.
7.Distributor rarely keeps any interest to work and communicate with the
customer which results in of the company’s sales as well as image are
getting adversely affected.
8. It has been found that the shopkeepers has strongly responded to the option of
switching to the another brand (Pepsi) when it has been inquired that what will
they do in order to continue trading at the time when their preferred brand is not
been delivered properly
Page49 of59

9. The shopkeepers have nodded to the view that schemes offered to them as per
the policies of the company plays a significant role in increasing profitability.
As per the notes taken apart from the data in the questionnaire it has been
discovered that PEPSI offers more schemes to the shopkeepers which is
vindictive for the company
Suggestions and Recommendations
Page50 of59

1.It is suggested that the company should embark upon improved
marketing strategies with special importance to the following
a.Sales person should be provided with all the facilities that will
help them in reaching shops that are generally inaccessible due to factors like
distance, time etc. For this purpose, the company should enable its marketing
wings in such a way that they can facilitate communication and accessibility to
penetrate into markets devoid of sales person services. A suggestion can be
forwarded to the company if they can afford to supply carrying vehicles (delivery
vans) to the sales persons in order to extend markets.
2.Another problem that must be taken care of is rival’s competitive edge
over company’s performance. Pepsi is going brilliantly with its strategy of bottle
collection in an unbiased way. This is actually getting detrimental to the
company’s hold of overall market share of the area. So Coke is also suggested to
stop Pepsi for collecting Coke’s bottles.
3.A major problem has been detected in the area surveyed. This problem
can be ranked in the first order as it is related to the distribution channel itself the
problem lies with the distributor who, in executing a strange dictate, has
established a monopoly in its business and not letting several critical factors to
be considered. These include pricing policy as a primary factor where the
distributor is setting the price on its own will and taking care of its own business
profitability. If Coke does not pay attention towards the matter, not only it will
affect its market populism in an ill way, also will it pave the way for Pepsi to
capture its lost market.
4.It is necessary for the company to resist FOBO of its vandalism of
market infiltration to save the image of the company in Ghaziabad and to
maintain controlled rates as well. For this purpose, two things need to be
considered; awareness in the market about distinction between COBO and
FOBO and to set an easily understandable demarcation to recognize the
distinction. It is suggested to the company to introduce code system which can
exclusively identify both COBO and FOBO. With it, shopkeepers should get the
acknowledgement from the company’s side about checking the products before
keeping them to their stores.
5.A strange feedback from the market has, however, paused
comprehension about Coke’s market. The survey has shown that the
practice of delay for supplying products in the market can create a
Page51 of59

compelling situation for the shopkeepers to change or switch over from COKE. It
is humbly recommended that, in order to win over problems in the prospective
market of Ghaziabad, Coke should always step forward to verify and maintain its
supply chain system in striking a balance between ‘what is produce’ and ‘how
much is sold’.
6.The final round of question, however, revealed that schemes and offers
will always trigger shopkeeper’s enthusiasm in selling the product. Coke should
find out a cost effective solution so that it could extend favor to the shopkeepers
in keeping beverages from the company along with competitor’s products. A
round of preliminary survey about shopkeeper’s preferred schemes could be
solicited that can excavate an alternative that best balances both of the
company’s cost factors and shopkeeper’s selling spree as well.
Conclusion:
Page52 of59

Coca - Cola beverage pvt. ltd. is world’s largest beverage company and as we
know that the coca-cola company is on that stage because of its large number of
products and by giving the customer complete satisfaction regarding taste and
quality.
Now a day it’s necessary to show customer and to make believe them that our
product is better than others in the aspects which can be done in a better way
through merchandising the products.
As far as journey with the company, I grasped lots of knowledge within two
months. Because many of the company officials has assisted and given me the
valuable notes and experience of their life.
The primary objective of the my research is to analyze the horizontal expansion
strategy of Coke and at the end of the research I found that there is requirement
of changing the strategy for acquiring new customer for Coke but company
should take care of its existing customer because they are the main instrument of
promotion for any company so old customer should be fully satisfied with the
company.
Page53 of59

Limitations
1. The training was for shorter period of time that is why it was not
possible to carry out a detail study.
2. The sample size was limited.
3. The strategies of the company changes very frequently it is difficult
to
make exact recommendation.
4. Behavior of many retailers was not co-operative.
Page54 of59
Bibliography
Reference:
www.coca-cola.com
www.coca-colaindia.com
Books:
Market Research (Naresh K. Malhotra)
QUESTIONNAIRE
Page55 of59

I am the student of Inmantec Ghaziabad undertaking a summer project on the topic “Analysis of
Horizontal Expansion Strategy of Coke in Ghaziabad District”. I would like to see your views and
opinions on the same. Could you kindly spend a few minutes helping me complete this
questionnaire?
(1) What Type of Channel do you hold?
e) E & D
f) Grocery
g) Convenience
h) Other, Please specify___________________________________________________
(2) What Type of outlet are you in?
e) Pepsi Exclusive
f) Coke Exclusive
g) Never sell cold drinks
h) Both a & b
(3) What is the chilling equipment you are using?
f) Coca cola Fridge
g) Pepsi Fridge
h) Own your Assert Fridge
i) Ice Box
j) Both (A & B).
(4) Kindly rate the level of satisfaction on Communication from the company
f) Highly satisfied
g) Quite satisfied
h) Neither satisfied nor dissatisfied
i) Quite dissatisfied
j) Highly dissatisfied
(5) If a brand which you prefer is not delivered to you properly, then what do you do?
f) Go for other brand
g) Call to distributer
h) Call to company’s sales person

Page56 of59
i) Stop selling that brand
j) Other actions, please specify__________________________________________.
(6) Which of the following promotions affect the sale mostly?
f) Scheme
g) Case refund
h) Price pack
i) Under Crown Scheme
j) Any Other, Please Specify________________________________________________.
(7) While COKE does not take empty bottles of PEPSI, latter does. Is there any affect of it on sales?
d) No
e) Yes
f) Can’t Say
(8) I. Is there any effect of mega events (eg. IPL) on sale of COKE (In peak season, like Summer)?
e) Increase
f) Decrease g) No effect h) Can’t say

II. Is there any effect of mega events on sale of COKE (In non-peak season)?
a) Increase
b) Decrease
c) No effect
d) Can’t say
(9)I. Kindly rate the behavior of sales man (Overall year) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
a) Delivery (timeliness)
_____________________________________________________
A
B
C
D
E
Page57 of59

b) Communication
_____________________________________________________
A
B
C
D
E
c) Visit Frequency
_____________________________________________________
A
B
C
D
E
II. Kindly rate the behavior of sales man (Peak season) towards:
A) Highly satisfied
B) Satisfied
D) Dissatisfied
a) Delivery (timeliness)
_____________________________________________________
A
B
C
D
E
b) Communication
_____________________________________________________
A
B
C
D
E
c) Visit Frequency
_____________________________________________________
A
B
C
D
E
A) Satisfied
B) Dissatisfied
d) Delivery (timeliness)
______________________________________________
A
B
C
e) Communication
______________________________________________
A
B
C
f) Involvement
_______________________________________________
A
B
C
_____________________________________________________________________________________
PERSONAL DETAILS:
i.
Name Of Outlet:_____________________________________________________________
Page58 of59

ii.
Contact number:_________________________ iii. Age_____________________________
iii.
Address:____________________________________________________________________
___________________________________________________________________________
Page59 of59
Analysis of Horizontal Expansion Strategy

Of Coca-Cola Company In Ghaziabad
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