Coke

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CONTENTS
CHAPTER-1 ……………………………………………2- 07
 Objective of study
 Scope of study
 Executive Summery
CHAPTER- 2 ……………………………………………8- 42
 Introduction
 Industry Scenario & Company Profile
 Product Profile
CHAPTER-3 …………………………………………...43- 78
 Research methodology & Sample design

 Factor analysis
 Data Analysis
CHAPTER- 4 …………………………………………..72- 82
 Findings
 Suggestions & Recommendations
CHAPTER- 5…………………………………………..83 -84
 Limitation of the study
CHAPTER- 6…………………………………………..85- 92
 Conclusion
 Annexure
 Bibliography
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CHAPTER-1
OBJECTIVE OF
THE STUDY
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OBJECTIVES OF THE STUDY
The survey was conducted at Mula Ali region in Hyderabad keeping following
objectives in
view:
 The survey was done to know the current status of activation element
of coca cola in
the outlets.
 To know the effect of the activation elements of coca cola in market.
 To increase incidence through effective utilization of

activation elements of coca
cola in the outlets.
 To ensure the visibility of coca cola products in the outlets.
 To find out the present status of Coca-Cola brands in the retail

outlets.
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SCOPE OF
THE STUDY
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SCOPE OF THE STUDY
This study has been done at Maula-Ali region in Hyderabad only. During the study I
went through different aspects. The study would be only a drop in the ocean that
can help to understand the current status of activation elements of
Coca-Cola in
retail outlet.
The study can be conduct on the national basis also with large sample
size &
sufficient time by taking feedback of many retailers which sell Coke products.
There are some important aspects of this study which are as follow—
 This study will help to the company to know about their new concepts position
in the
market.
 This study will help the company also to know about its promotional activities.
 Through this study company will know about the visibility of its
products in the
market
 During my project I came to know about coke market share in twin cities.
 This study will help the company to increase the sales through effective
utilization of
activation elements.
 During my project I came to know about Pepsi -Co Marketing strategy

that is the
biggest competitor of Coca-Cola.
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EXECUTIVE
SUMMARY
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EXECUTIVE SUMMARY
Selling the product is not as important as awareness about the product. Awareness
creates the
demand itself. To spread the awareness of the products companies
carry out some
promotional activities through Television, Radio, News paper,
Magazines, Exhibition,
Posters etc. This plays a key role to spread the awareness about the product to the
public or
target customer. In soft drink industry promotion participate a very crucial part.
Every soft
drink company bring into play promotional activity to promote their product in the
market. In
soft drink industry Coca- Cola enjoys the biggest soft drink company in the world.
This era is the era of competition. All the companies are competing with each
other. They are
using different promotional tools and technique to be the market leader. In
beverage industry
there are two major players Coca-Cola and PepsiCo. Where Coca-Cola have no.1
position in
the world as well as in India. Company wants to grasp more market share, for that
purpose
company have launched new sales promotion concept recently in the market. According
to
this concept company provides some tools like Flange, table top, Ariel mobile
hanger, three
tier racks etc. to the retail outlet to display the product in outlets.
And retailers have to
maintain these red elements with coke products in outlets. This helps in increasing
the sale of
the products.
Market provides a key to gain actual success only to those companies which match
best to the
current environment i.e. “imperative” which can be delivered what are the people
needs and
they are ready to buy at the right time without any delay. It is
perfectly true but this also
depends on the availability of good quality products and excellent
services, which further
attract and add a golden opportunity for huge sales. This also depends on the good
planning
approach and provide ample opportunity plus sufficient amount of products for sales
in the
coming next financial year.
This report introduces a brief study of promotion tools &technique of Coca-Cola for
retailers.
The study report will provide an opportunity to know retailers psychographic needs,
it may
provide an opportunity to the Coca-Cola to frame a good future plan to
satisfy maximum
needs, taste preferences of the retailers and established its guiding
role in the market of
Maula-Ali region Hyderabad.
An Analysis report provides detailed information about prevailing status of

promotional tools
of company in the outlets. And which channels need to focus more so that company
can meet
with its desired destination. Thus the company has to prepare itself
to meet the market
challenge by making adjustment in its new strategy and promotions activities.
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CHAPTER-2
INTRODUCTION
TO THE TOPIC
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INTRODUCTION
This project is made on the project title “Increasing Incidence

Through Effective
Utilization Of Activation Element Of Coca-Cola” The purpose of this project is to

know
the current status of activation element of coca cola in the outlets as well as to
provide the
elements to those outlets which they don’t have. These are the promotional tools
of coca
cola which are being used to promote sales of coca cola products. By
providing these
promotional tools the company wants to display coke product in the outlet and make
aware
about its new as well as existing product to the population. These promotional
tools are very
helpful to increase the sale. In this modern era promotion plays a key role to
boost the sale.
Therefore every soft drink company is taking interest in promotional activities to

increase the
sale. Consumption of soft drinks has increased tremendously in India. Every age of
group like
it, now days it become a household necessary item. In field of

marketing many kind of
surveys are conducted by Coca-Cola team time to time. This is end & last feedback
for any
kind of organization. By the specific survey, Coca-Cola organization wants to know

about the
right picture of market. This work study provides extensive information about the
position of
company’s brand and its promotional tools in the outlet.
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INDUSTRY SCENARIO
AND
COMPANY PROFILE
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SOFT DRINK INDUSTRY IN INDIA
INTRODUCTION
The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised

of consumer’s
throughout the country, and of all ages. The industry has been comprised of all
Indian Soft-
Drinks manufactures and the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian manufacturers

namely, Parle,
Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies
of
liberalization, which has helped user in two huge American Multinational

Pepsi-Cola
international and Coca-Cola.
THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA
1977:- Refusing to dilute its equity stake, Coca-Cola winds up its operations in
the country.
 Thums-Up from Parle and Campa-Cola from Pure Drinks launched.
1986:- An application for a soft drink cum snack food joint venture by
Pepsi. Voltas and
Punjab agro is submitted to the Indian Government.
1988:- Final approval for the Pepsi food limited project granted by the Cabinet
committee on
economic affairs of the Rajeev Gandhi Government.
 Coca-Cola South Asia Holding Incorporation of the U.S. files an

application to
manufacture soft drinks concentrate in Noida (Delhi) free trade zone.
1990:- Coca-Cola and 7 Up launched in limited market in North India . The

Government
clears the Pepsi Project again but with the brand name changed to Lehar Pepsi.
Simultaneously, it also rejects the application of Coke. Citra hits the market from
the Parle
Stable.
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1991:- Britco food files an application before FIPB to set up a new

50 crore facility in
Maharashtra. Pepsi extends its soft drink reach on national scale. Products
launched in Delhi
and Bombay.
 Britco foods application cleared by the FIPB, and Pepsi start initial
negotiations for a
strategic alliance but talks break off after a while.
1993:- Pepsi launches Teem and Slice to counter Limca and Maaza
respectively from
Parle. Pepsi captures about 30% market share in about two years.
 Coke files an application for a 100% owned soft drinks Company with FIPB,
Decides
to part ways with Rajan Pillai. The Government clears the Coke
application in record
time.
 Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to
buyout the
Voltas share and raises its equity to 92% Report of Coke Parle joint gain
strength.
 Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors.
Sweeps off
the 100ml segment over Pure Drinks.
 Coca-Cola buys out Parle and major leaders of the market, Ramesh
Chauhan,
becomes a part of the Coke game plan.
 Fountain Pepsi launched in the Northern part of India.
 Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100%
for Coca-
Cola.
 Pepsi jump up in to Mineral Water name Aquafina.
2000:- Coca-Cola Indian has registered a growth of 18th percent in its net sale
during the
first quarter of the current fiscal year.
 Hrithik the burning sensation of Bollywood is hired to advertise

Coke is very
effective.
2001:- Coca-Cola upgraded from 1.5 ltr. to 2 ltr.
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HISTORY OF COCA-COLA
This history begins in Atlanta, Georgia on May 8, 1886, when a

pharmacist called Dr.
John Smith Pemberton first mixed Coca-Cola in his back yard. This
formula, which was
made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and
cola leaves,
was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink
the same
day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the
first two
ingredients and the same distinctive script he wrote it in is the same logo they
use to this day.
 In January 1893 Coca-Cola was registered with the U.S. patent

office. Later on in
1915 the Root glass company created the famous contour glass bottle for
Coca-Cola
in 1915.
 In 1917 Coca-Cola was found to be the world’s most recognized trademark

with a
record of 3 million Coke’s sold per day. Unfortunately, John Pemberton

fell ill, and
did not live to see his product’s success.
 Sadly, in the first year of Coke’s existence, Pemberton and his

partner only made
$50. Pemberton sold two third of his business in 1888 to cover his losses
and keep
the business afloat.
 He died later that year, and Mr. Candler, an Atlanta druggist, purchased
total interest
in Coca-Cola for an unbelievable $2,300 in 1891. In 1891, Candler and his

brother
formed the Coca-Cola Company.
EARLY GROWTH
 In 1893 Candler registered Coca-Cola as a patented trademark. He also

responded to
growing concern over the dangers of cocaine by reducing the amount of

coca in the
drink to a trace. However, he kept some coca extract in Coca-Cola so the

name would
accurately describe the drink. Candler only had a patent on the

name, and not the
drink syrup that is, the drink’s base, containing all the ingredients
minus carbonated
water.
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 He figured that keeping the Coca in his formula would legally allow the
company to
distinguish its drink from imitations. Other companies also produced soda
drink made
with cola nut extract. In particular, the Pepsi-Cola Company

would become Coca-
Cola Company’s major competitor over the next few decades.
 Candler also spent more than $11,000 on his first massive advertising
campaign in
1892. The Coca-Cola logo appeared across the country painted as a mural
on walls;
displayed on posters and soda such as calendars and drinking

glasses. In addition,
Candler was the first person ever to use coupons to gain customers for a
product. He
distributed flyers offering free soda fountain glasses of Coca-Cola to

people visiting
his drugstore.
 In 1894 the Coca-Cola Company opened its first Coke syrup production
plant outside
of Atlanta, in Dallas, Texas. That same year a candy

storeowner in Vicksburg,
Mississippi, installed bottling machines and produced the first bottled

Coke. It had
previously been sold only at soda fountains. By 1895 the drink was sold
in all U.S.
states and territories.
 In 1899 lawyers Benjamin Thomas and Joseph Whitehead of

Chattanooga,
Tennessee, bought the exclusive right to distribute Coke syrup to

bottles throughout
most of the country for only on dollars, at the time, Candler

saw little profit in
bottling and was more than willing to give up that part of the business.
 In 1915 the Root Glass Company created a couture glass bottle for Coke,
its design
based on the curvature of a coca bean. This bottle design became a Coke
trademark
worldwide. The same year, Candler retired from the company,

passing it on to his
children and moving into polities. He was elected mayor of Atlanta in

1916.
 In 1919 the Candler family sold Coca-Cola to businessman Ernest

Woodruff of
Columbus, Georgia, for $25 million. Woodruff son, Robert, was

elected company
president in 1923. Robert Woodruff was a skilled marketer, and he put

more of the
company’s resources into market research than manufacturing Coke.
WAR TIME DEVELOPMENT
 During World War II (1939-1945), Woodruff also boosted Coke’s popular

image in
the United States by pledging that his company would provide Coke to
every U.S.
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soldier. The company did not limit itself, however, to only doing
business that would
increase its success in America. In the period leading up to the war,

between 1930
and 1936, it had set up a division of the company in Germany, and it

continued that
venture during the war. It recreated its image as a German company and
allowed the
Germans to produce all but two, secret, Coca-Cola ingredients in their

own factories.
 In 1941 the German company’s president, Max Keith, developed Fanta orange
soda
using orange flavoring and all the German-made Coke ingredients.

The Coca-Cola
Company’s wartime efforts helped it expend its global market,

often with the
economic support of the U.S. government.
 By the end of the war in 1945, it had established 64 overseas bottling

plants. The
same year the company registered a patent on Coca-Cola’s popular

nickname,
COKE.
POSTWAR GROWTH
 In 1955 Robert Woodruff retired as the Coca-Cola Company’s president.

Candler and
Woodruff are remembered as the two most important figures in the

company’s early
growth, both for their contributions to the company and their

considerable fortunes
donated to the city of Atlanta. After Woodruff departure, the

company began to
diversify by producing new products, acquiring new business, and

entering new
international markets.
 In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of
fruit
juices and began offering Coke in cans. Between 1960 and 1963 it als o
launched four
new soft drink in United States: Fanta, an orange soda; Sprite, a lemon-
lime soda;
Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired

the Duncan
foods crop. In 1967, it created the Coca-Cola foods division by merging

its Duncan
and Minute Maid operations.
 In the late 1960s, Coca-Cola faced difficulties in some of its foreign

markets. When
the company built a bottling plant in Israel at the outset of the Arab-
Israel War, the
governments of all Arab League nations banned the production and sale of
Coke. A
year later the company withdrew from its markets in India when that
country’s
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government requested that Coca-Cola reduces its equity in joint

ventures to 40
percent. The company refused to relinquish so much control over those

operations.
 In 1977 Coca-Cola began packaging Coke and other drinks in two-

liter plastic
bottles. The popularity of these large bottles grew over time, and their
sales earned
the company new project, primarily in small specialty and convenience

stores.
 In 1982 the company introduced Diet Coke, which soon becomes the best-
selling diet
soft drink in the world. Also in 1982, Coca-Cola purchased the

motion-picture
company, Columbia Picture Industries, also known as Tri-star

Pictures, for almost
$700 million. Two year later, the company sold off its Columbia holdings
and other
media acquisitions to Sony Corporation for over $1.5 billion.
 By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S.

market to
the point that the two had almost equal sales. In an attempt
to return market
dominance, the company attempted the first-ever reason of the original

Coke recipe.
The American public largely rejected New Coke, and so the

company quickly
returned to also producing the old recipe under the name Coca-Cola
classic.
RECENT DEVELOPMENTS
 In 1986 The COCA-Cola Company consolidated all of its

no franchised
U.S. bottling operating as Coca-Cola Enterprise, Inc. The new

company began
acquiring independent bottling companies, a venture that grew

into the world’s
largest bottle of soft drinks by 1988, while Coca-Cola Enterprise

distributes over half
of all Coca-Cola products in the United States, small franchises

businesses continue
to bottle can and distribute the company’s drink worldwide.
 In 1987 The Coca-Cola Company was fisted in

the prestigious Dow
Jones Industrial Average index of stock market performance. Its stock

is traded on
the New York Stock Exchange. Coca –Cola and Pepsi Company products
occupied
nine of the top ten spots in the U.S. soft drink market in themed-
1990s.Worldwide,
Coca-Cola ranked first in soft drink sales, and the company earned
almost 80 percent
of its profits from international sales.
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OVERVIEW ABOUT
COCA-COLA
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SYNOPSIS OF COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four
bottling plants
at Bombay, Calcutta, Kanpur and Delhi.
In 1950 as there were negligible companies in Indian market therefore

Coca-Cola did
not face much competition and they were accepted in Indian market more easily.
By the end of 1977 Coca-Cola had captured more than 45% of market share
in India.
Then Coca-Cola left India following public disputes over share holding structure
and import
permit.
As per FERA REGULATION the company was required to India close operation
by
May 5, 1978 yet strongly enough the company’s operation come to end in July 1977.
In October 1993, Coca-Cola returned to India after 16 years of absence

with the slogan
“Old waves have come to India again” First launched in HATHRAS near AGRA HOME of
the famous TAJ MAHAL. At this time Parle was the leader in soft drink
market and had
more than 60% of the total market share in soft drink Coca-Cola joined hand with
Parle and
strategic alliance with Parle export give the company instant ownership of the
nation top soft
drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parle
extensive 62
plant bottling network and a base for the rapid introduction of the company’s
international
brand by striking a $40 million deal with Parle Coke almost a clear sweep and made
it goal as
“To become an all occasion drink not a special treat beverage”
Every person who drinks a coca-cola enjoys moment of refreshment and

shares an
experience that millions of others have savored. All of those individual experience
combined
have created a worldwide phenomenon – a truly global brand.
The Coca-Cola Company, nourishing the global community with the

world largest
selling soft drinks since 1886, returned to India in 1993 after a gap of 16 years
giving a new
Thums up to Indian soft drink market.
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In the same year, the company took our ownership of the nation’s top
soft drink market
brands & bottling market. No wonder our brands assumed an iconic status
in mind of
consumers. Coca-Cola serves in India some recalled brands across the world
including name
such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinley
(packaged
drinking water).
The Biz.system of coca-cola in India directly employs approximately

6,000 people, &
indirectly creates employment for many more related industries throw our wash
procurement,
supply and distribution system.
The vast Indian operations comprise 25 company’s owned bottling

operations & 24
franchise owned bottling operations, apart a network of contract packers also mfg.
a range of
the product for company. On the distribution front, 10 tone trucks, open-bay three
wheelers
that can navigate the narrow alleyways of Indian cities, ensure that our product
available in
each corner of the country.
The coca cola is responsible for the mfg. distribution & sales of
product across the
country. A career in coca-cola is truly one kind of experience. Come @ Coca-Cola

and taste
the life with enjoyment.
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MARKETING STRATEGY
OF COCA-COLA
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COCA-COLA MARKETING STRATEGY
Coca-Cola is using the following marketing strategy to reach its target customer
and to grasp
more market share in India.
 Focus on availability of products in market.
 Coke products visible for consumers.
 More focus in rural area.
 Extra focus on monopoly outlets.
 Aggressive rural area advertisement.
 Social festival in rural areas.
 More focus on villages.
 Focus on availability of products in outlets

 Distribution of product according locality.
 Regular market vigilance by market developer.
Focus on availability of products in market.
Coca-Cola works on dikhega to bikega philosophy. This is the main formula of the
marketing
strategy of each company. So availability of product in the market is clear. For

this reason
market developer daily come in market to check their product availability.
Focus on availability of products in outlets.
There is big difference between the availability of products in market & outlets.
Coca-Cola
want that their product displayed in each outlet in market so it is important that
the product
first available in market after than it put on outlets.
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Focus on visibility of coke product in outlet
The aim of Coca-Cola is that its product should be visible for the
customers so company
gives to retailers racks so many display items. Now a days the company is giving
visicooler
to retailers for visible their chilled product in market for more sales.
More focus in rural area.
The rural market is a significant part of our sales promotional discount

scheme which is
enabling retailer’s link with our product.
In 2000 the Coca-Cola India spokes women Nantoo Banerjee said that “The real
market in
India is the rural market. If u can crack it, there is tremendous potential.” CCI
begin focus on
rural areas after 2000 in order to increase volumes. This decision is

giving a huge size &
potential market to company. It is clear that CCI would have shifted its focus to
rural market.
“THANDA” Goes to rural
In early 2002 CCI launched a new advertising campaign for attract more
rural consumers.
The aids with India leading Hollywood star Amir Khan with movie of lagan. The tag
line of
aid is (Thanda Matlab Coca-Cola)
Regular market vigilance by market developer
To know the position of Coke’s product in the market coca-cola appoint

some executive
those go in market & check availability, visibility of product, take

care companies assets,
check visicooler and talk to shopkeeper & take feedback about their product.
Distribution of product according locality
.Coca-cola Company distributes their schemes according to area. Area or

place where soft
drinks sold in a large manner, on those place company gives good schemes to
shopkeeper and
retailer. Place like railway station bus stand are consider in this category and
place which
have low selling where company gives small schemes to the shopkeeper.
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Extra focus on monopoly outlets
Outlets which only sales coca-cola product and gives good sale to company are
consider in
this category company gives extra schemes, discount and other gift to these shops
and tries
to keep them happy and make long relationship. Problem of these kinds of outlets
resolve as
soon as possible.
Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company
introduces
different schemes and advertises them with electronic and print media. These
advertisements
build Brand image and establish awareness. Brand ambassador play an important role.
Brand
ambassador encourage the today youth to trust their instincts, influence

them. Successful
advertisement campaigns like “Taaza mango, maaza mango” and “Botal mein
aam, maaza
hai naam”. Help lot to make market image of maaza. Coca-cola advertising came
again Jo
Chaho Ho Jaye & Life Ho Toh Aisi were very popular & had entered in youth
vocabulary. In
2002 company launched the campaign “Thanda Matlab Coca-Cola” which is sky rocket
the
brand to make. Coca-Cola lunched so many advertising for rural market capture Amir
Khan’s
aid “Oye soniyo Thanda piyo”
Social festivals in rural areas.
Coca-Cola Company time to time introduced rural social festival. In 2007 company
launched
JALASA programmed in so many rural areas like RINGUS, RENWAL,

CHOMU,
PHULERA, for take attention of the consumers.
Focus on villages
Now coca-cola considers more on villages after semi urban areas. Company is making
now a
days strategies for villages because they know India leave in Villages.
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DISTRUBTION SYSTEM OF PRODUCTS IN MARKET
Distribution of products is main point of the marketing strategy of the companies.

How the
product distribute in market as much as possible. Coca-Cola India distributes its

product in
market from its warehouse in two types.
1. Direct route.
2. Indirect route.
DIRECT ROUTE
Where company supply its products in market by company route or its

agent route by
company owned delivery vans. In Hyderabad City Company have direct route.
INDIRECT ROUTE
Indirect routes are those in which Coca-Cola products are supplied to

its distributers
appointed in different areas. Then distributers distribute products in

market by their own
tempo or vehicle. Total number of indirect routs in Hyderabad rural region is more
then 100.
PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but only

D.P. Board, wall
painting, S.G.A.’s etc. Company spends on it around 8-9 % total sales company
invested
305 crore rupees in advertisement Budget.
 Radio.
 T.V.
 Hoardings.
 Road signs.
 Sticker.
 Neon light.
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 Banners.
 Newspaper.
 Magazines.
 Exhibition.
 Posters.
 Sponsoring local events.
ADVERTISEMENTS TARGETED BY COKE
To target various consumer segment of soft drink different add featuring

cricket star, cine
star, pop star have been created.
1. Lisa Ray (famous model) in a very interesting add which featuring him bathing
with sprite.
Having a catching line “Sprite bujhaye only pyass baki all bakwaas”.
2. Another cola drink from coke i.e. “Thums Up”.
3. Fanta ad. Showing children having lines “Bold Ho Jao”
4. A family giving new look to Maaza “Taaza Mango”.
5. Amir Khan in the ads on Mini Coke very interesting and Romantic add.
6. Diet Coke the exiting adds. On the pool with fall swing calling “Taste the
Power of One
Calorie”.
7. Amir Khan & Aishwarya Rai (both cine stars), which targeted younger
generation. This
advertisement contained imagery of rugged and romantic for 330 ml of coke theme
“Coca-
Cola Ho Jay”.
8. Limca leaving its old image of “Lime-n-Lemoni” drink has been shown
as in the
advertisement featuring Shaif Ali Khan, a drink that could just change the mood at
time of
disappointment lines. “Gala Gaya Sookh Limca Key Liye Ruk”.
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SALES PROMOTION TECHNIQUES OF COMPANY
 Good Advertising.
 Effective Incentive Policy.
 Quality.
 Wide & Deep Distribution System.
 Attractive packaging.
 Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, and

Chairs etc.) to
retailers.
 Decorating Retailers shop by display board, dealer’s board etc.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
 With every 1-2 crates purchased daily or alternatively an icebox is

provided.
 For an average consumption of 5-6 crates a visi-cooler of 4crates.
 For a purchase of 7-8 crates daily visicooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visi cooler or deep fridge is

provided. With every
chilling equipment, one stabilizer is provided it may be of 1 KV or 5 KV
[26]
----------------------- Page 27-----------------------
SWOT ANALYSIS
OF
COCA COLA
[27]
----------------------- Page 28-----------------------

SWOT ANALYSIS
STRENGTHS
1. Heavy investment in both infrastructure and sales promotion campaigns.
2. Most valued brand in world
3. Improved quality control.
4. Latest technology.
5. Modified and attractive packaging
6. Strong advertising network.
WEAKNESS
1. Entire infrastructure needs a face-lift.
2. Unskilled labor.
3. Tight case policy.
4. Fear of retrenchment among the workers.
OPPORTUNITIES
1. Wide market.
2. Good rural market.
3. Direct distribution.
THREATS
1. Stiff competition.
2. Illegal distribution done by some distributors.
3. Changing of consumer preference.
[28]
----------------------- Page 29-----------------------

MISSION, VISION &VALUES
OF
INDIA
[29]
----------------------- Page 30-----------------------
MISSION OF COCA-COLA
“Our Roadmap starts with our mission, which is enduring. It declares our purpose
as a
company and serves as the standard against which we weigh our actions and
decisions. ”
Mission of coca-cola in India is to create consumer products, services and

communications
customer’s service and bottling system strategy processes and tools in

order to create
competitive advantage and deliver superior value to:
 Suppliers as an opportunity to make reasonable profits when creating real

value added
in an environment of system wide teamwork, flexible business system and

continuous
improvement.
 Consumers as a superior beverage experience.
 CCI associates as superior career opportunity
 Consumers as an opportunity to grow profits through the use of finished

drinks.
 Bottlers as an opportunity to make reasonable to grow profits and volume.
 TCCC as trademark enhancement and positive economic value added.
 Indian society in the form of a contribution to economic and social

development.
[30]
----------------------- Page 31-----------------------
VISION OF COCA-COLA
The world is changing all around us. To continue to thrive as a business over the
next ten
years and beyond, we must look ahead, understand the trends and forces that will
shape our
business in the future and move swiftly to prepare for what's to come. We must get
ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term
destination
for our business and provides us with a "Roadmap" for winning together
with our bottler
partners and also provides exceptional strategic leadership in the Coca-

Cola India System
resulting in consumer and customer preference and loyalty through Coca-Cola’s

commitment
to them, and in a highly profitable Coca-Cola corporate branded beverage system.
 People: Establish a great place to work where people are inspired to

the Best they
can do.
 Planet: Being a responsible global citizen that makes a difference.
 Profit: Maximize the return of shareholder
 Productivity: Be a highly effective, lean and fast-moving organization.
 Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and
safely People desire & need.
 Partners: nurturing a winning network of partners & building a mutual

loyalty.
[31]
----------------------- Page 32-----------------------
VALUES OF COCA COLA

“Our values serve as a compass for our action and describe how we behave in
the world.”
 Accountability: If it is to be, it's up to me.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.
 Passion: Committed in heart and mind.
 Leadership: The courage to shape a better future.
[32]
----------------------- Page 33-----------------------
PRODUCT PROFILE
OF
[33]
----------------------- Page 34-----------------------

There are nine brands of coca-cola in India and they are differ in taste, flavor
and also in
their colors.
1. COKE
Coke is considered to be a cola drink. It is generally preferred by all sections of

consumer.
This is a cash cow brand for the company in terms of sales revenue.
The world’s favorite drinks, the world ’s most valuable brands, The most
recognizable word
across the world after Coke, Coca-cola has truly remarkable heritage from
a humble
beginning in 1886 .It is now the flagship brand of the largest

manufacturer marketers and
distributors to non-alcoholic beverages in the world.
In India Coca-Cola was the leading soft-drink till 1977. When Govt. policies
necessitated its
departure, Coca-Cola made its return the country in 1993 and made significant
investment to
ensure that the beverage is available to more and more people even in
the remote and
inaccessible part of the nation.

[34]
----------------------- Page 35-----------------------
2. THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in

comparison to coke. It is
preferred by all section of consumers but especially to teen-agers. It

is a big source of
company to cash its publicity. Strong Cola taste exciting personality.
Thump up is a leading carbonate soft drink and most trusted brand in

India originally
introduced in 1977,Thum-up was acquired by the Coca-Cola company in 1993 .Thump-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 boys.

[35]
----------------------- Page 36-----------------------
3. LIMCA
Limca is considered to be lemony in taste, and comes under the category of cloudy
lemon
because of its color, which is similar to that of clouds. It has to yield good
sales revenue. It is
generally preferred by Children & Women. “Limca is Lemoni Limca”
Lime ‘n’ Lemoni, the Drink that can cast a tangy refreshing spell on anyone
anywhere .Born
in 1971 .Limca has been the original thirst choice of millions of consumer for over
3 decades.
The brands has been dispelling healthy volume growth on year and Limca continues to
be the
among the leading flavor soft drink in the country the success formula.
the sharp fizz and
Lemoni bite combined with the single minded positing of the brands as the ultimate
refresher
has continue strengthen the brands franchise. Limca energizes refreshes and
transform divine
into the zingy refreshment of Limca and walk away a new person.
[36]
----------------------- Page 37-----------------------

4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children & Women. Internally Fanta
the “orange” drink of the Coca-Cola Company is seen as one of the

favorite drinks since
1940’s Fanta entered the Indian market in the year 1993.
Over the year Fanta has occupied a strong market place and is identified as “the
fun catalyst”
perceived as a fun youth brands, Fanta stands for its vibrant color, tempting taste
and tingling
bubbles that not just uplifts feeling but also help free sprite thus encouraging
one to indulge
in the moment. This positive imagery is associating with happy, “Cheerful and
special times
with friends”.
[37]
----------------------- Page 38-----------------------

5. MAAZA
MAAZA MANGO, in Maaza cold drink no gas only based on juice. It is a non-aerated
soft
drink. It is preferred mostly Children & Women. MAAZA was launched in 1976 .There
was
a drink that offered the same real taste of fruit juices and was available through
the year In
1993, MAAZA was acquired by Coca-Cola India MAAZA currently dominates the
fruits
drinks category.
Over the year brand MAAZA has become synonymous with mango .this has been the
result
of such successful campaigns like, Taaza Mango, Maaza Mango
And Botal Mein Aam, Maaza Hain Naam. Consumer regards MAAZA as wholesome, natural
fun drinks which delivers the real experience of fruit.
[38]
----------------------- Page 39-----------------------
6. KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with
alcohol and used
by adults.
8. KINLEY WATER
“Boond Boond Mein Vishwas”
Water a thirst quencher that refreshes, a life giving force that washes
all the toxins away.
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
[39]
----------------------- Page 40-----------------------
never be understated particularly in a nation such a India when water Governs the
lives of the
million, be it part of everyday ritual or as the monsoon which gives life to the
sub-continent.
KINLEY water understands the important and value of this life giving force KINLEY
Water
thus promises water that is as pure as it meant to be water you can trust to be
truly safe and
pure.
7. SPRITE
Sprite is a good product at cola and contains at lemon flavor. Worldwide SPRITE is
ranked
as the No-5 soft Drink and is sold in more than 190 countries. In India SPRITE was
launched
in year 1999 and today it has grow to be one of the fastest growing soft drinks ,
leading the
clear lime category .

Today SPRITE is perceived as a youth icon. Why with a strong appeal to the youth
SPRITE
has stood for a straight forward and honest attitude .It is clear crisp refreshing
taste encourage
influence them to be true to who they are and to obey their thirst
9. MINUTE MAID
[40]
----------------------- Page 41-----------------------
In Minute maid pulpy orange cold drink no gas only based on orange juice. It is a
non-aerated
soft drink and market competitor of Tropicana Twister.
10. GEORGIA COFFEE
During the journey of the company towards its vision, leading the
beverage revolution in
India now even garam matlab coca-cola a hot new launched from coca-cola in India.
[41]
----------------------- Page 42-----------------------
Georgia quality tea and coffee served from state of the art vending machines is
positioned to
tap into the nation’s biggest beverage category. Georgia Gold is

delicious tastingof fresh
coffee, currently available exclusively at McDonald’s outlets across the

country Georgia
Gold has driven the sales through the roof.the success from hot beverage from
Georgia Gold
has resulted in extension into the cold category with the introduction
of ice tea and cold
coffee.
CONSUMER CHOICE AT A GLANCE
 Coca-Cola --------------------------- Mainly preferred by the

Youngster & Kids.
 Thums-Up --------------------------- Youngster.
 Limca -------------------------------- Common Drink.
 Fanta --------------------------------- Basically Preferred by Ladies

and Kids.
 Maaza ------------------------------- Also Ladies and Kids.
 Sprite -------------------------------- Not clearly defines.
 Kinley Soda ------------------------ Mostly those who consume liquor.
 Georgia ------------------------------ Premium class people.
 Minute Maid Pulpy ---------------- Common Juice
[42]
----------------------- Page 43-----------------------
CHAPTER-3
RESEARCH
METHODOLOGY
[43]
----------------------- Page 44-----------------------
RESEARCH METHODOLOGY
Marketing research is the process of systematic design, collection of

data, analysis and
reporting of data to specific marketing situation which an organization faces.
It is an activity which is done by organization for accomplishment of a particular

objective.
Through this activity an organization find the specific reason of the

problem which
organization face.
Marketing research got a vital role in decision making process by making

available right
information, at the right time, and to the right person who involves in
decision making
process. Thus it is the basic tool of marketing mix elements, like product, place,
price and
promotion.
The research methodology is considered as a major part of the study that is being
conducted.
It determines the strength, reliability and accuracy of the project.

Methodology will be
considered as the methods used in research is selecting sample, sample size, data
collection
and various tools for data analysis.
Research Design
The issue of research has been defined in very much clear term, the researcher will
require to
prepare research design that will describe the conceptual structure of whole
research.
There are four steps in the research process-
 Identify the issues of the research.
 Develop the research plan.
 Implementation of research plan.
 Interpreting the research reporting the finding.
There are two basic type of research design-
 Exploratory Research (helps to determine the objective of

retailers/clients).
 Conclusive Research (it includes experimental and descriptive method).
[44]
----------------------- Page 45-----------------------
DATA COLLECTION
This research involved a study, which was descriptive as well as

explorative in nature it
basically aims at gathering data about how the coca-cola red element
concept &scheme
playing in the mind of retailer & consumers. During the research period I collected
data direct
from retailers by survey. For proceeding further first of all we should know
something about
data and what the different type data are-
TYPES OF DATA: There are two types of data-
1. Primary data.
2. Secondary data.
METHODS OF DATA COLLECTION-

Primary data collection: Primary data can be collected by three methods-
1. Observation
2. Experiment
3. Survey
But here, only surveys method of data collection is preferred which is very
suitable to reach
the researcher motto.
A. Research instrument: Printed Questionnaire was used as the research

instrument to
collect the required information.
B. Area of surveys: The survey was conducted at Maula-Ali region in Hyderabad

city.
[45]
----------------------- Page 46-----------------------
SAMPLE DESIGN
Sampling unit: The retailer of Grocery shop, general store, betel shop,
and medical store
was selected from different places of Hyderabad.
Sampling size: 250 Outlets.
Type of sampling: there are two type of sampling.
A. Probability sampling.
B. Non probability sampling .
Probability sampling- It is also known simple random sampling. In this sampling

everybody
gets similar chance to select as a sample unit.
Non probability sampling- In this sampling everybody gets not similar chance to
select as a
sample unit. Example of non probability are cluster sampling, convenience sampling,
judgment sampling e t c.
Sampling procedure: Simple random sampling procedure was followed.
Sampling method: Data were collected by retailer survey. The retailers

are directly
contacted and interviewed at their retail counter.
[46]
----------------------- Page 47-----------------------
FACTOR ANALYSIS
[47]
----------------------- Page 48-----------------------
R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey, Company
has hired
the person from 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
The survey named as R.E.D. (Right Execution Daily). The survey has been
conducted to
check the cooler management, availability of products & activation of coca-cola in

various
outlets.
The survey was based on the following steps: -
Firstly, I have to check the activation, which is a very important 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 these are very
helpful in
attracting the customers. Rack with header is provided to the Grocery outlets.
Secondly, I have to check elements like table top, three tier racks,
and aiel mobile hanger
which have been provided, are fully charged with coke products or not .
Then I have to find out that these elements are easily visible to the public or
not.
[48]
----------------------- Page 49-----------------------
MARKET SEGMENTATION MODEL OF COCA-
COLA
Right Execution Daily (R.E.D) is the segmentation of outlets as Channel, Class, and
Income.
Let us know what are the Channel, Class, and Income respectively.
Markets can be segmented along 3 lines- Outlet Volume, Locality Income,

& Channel
cluster.
SEGMENTATION
CHANNEL CLUSTER LOCALITY INCOME

OUTLET VOLUME
Grocery Low
Diamond
Eating&Drinking Medium
Gold
Convenience High
Silver
Classification of Outlets on the basis of volume
Outlet Classification Volume
Diamond >800
Gold 500-799
Sliver 200-499
Bronze <200
[49]
----------------------- Page 50-----------------------
TYPES OF OUTLETS
CHANNEL TYPE-
Grocery:-
Outlets which primarily engaged in retailing of food and various household items,
It include
neighborhood outlet stoking provisions, edible & general household items

of daily usages
E.G., commodities like flour, pulses, rice & branded household items like
toothpaste,
mosquito oil, soap etc
[50]
----------------------- Page 51-----------------------
CHANNEL TYPE-
E&D:-
Outlets selling items to eat which are being cooked within outlet, made
at the outlet &
possibility consume in outlet. They may have place of sitting. It includes

QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.
[51]
----------------------- Page 52-----------------------
CHANNEL TYPE-
Convenience:-
It includes outlets which are small stores or shops generally accessible

locally. These are
often located along side busy roads. It includes Chemists shop/STD booths/Pan
Bidi shops
etc.
[52]
----------------------- Page 53-----------------------
E & D includes flowing outlets:-
Fast Food: - Self service with limited menu.

Pubs: - Outlets selling alcoholic beverages & snack items. It May be open till late
at nights
or 24 hrs.
Dhaba: - Situated on roadside & market places catering cost effective Indian food.
Convenience includes:
Pan shop: - Semi- temporary kiosk located near the road side selling Cigarettes,
beverages
and other confectionary items.
Outlet at petrol pump: - Convenience outlets selling top up items, may be open till
late
at nights or 24 hrs.
Travel & convenience kiosks: - Permanent kiosks within the airports/ railways/
bus
stand premises (inside or outside) selling only beverages or a food & beverage
kiosks.
PRE-SALE CONCEPT
This is the new concept that had started

from the year 2007. In the
Pre-Sale the company takes order one day before and accordingly company
delivers their
products for each route.
[53]
----------------------- Page 54-----------------------

MARKET EXCUTION
(Activation)
STANDARDS OF
[54]
----------------------- Page 55-----------------------
Standards for different types of outlets
ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - DIAMOND
Essential activation standards:-
 Display Rack (at least 1)
 3 Tier Rack with Header (should pure 50% charged by coke products)
 Self Display (other than rack, mini.6 facing of any pet displayed &
visible.
 Price communication & visi cooler @ prime position.
Optional activation standards
 Counter Top.
 Aerial Mobile Hanger.
 Crate Display.
 Road Standee/Flange/Signage.
ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - GOLD
visible.
[55]
----------------------- Page 56-----------------------
Optional activation standards.
 Counter Top.
 Crate Display.
 Road Standee/Flange/Signage
ACTIVITION STANDERDS FOR
CHANNEL: - GROCERY
OUTLET CATAGERY: - SILVER
visible.
Optional activation standards.
 Counter Top.
 Crate Display.
 Road Standee/Flange/Signage.
[56]
----------------------- Page 57-----------------------
CHANNEL:-GROCERY
OUTLET CATEGORY:-BRONZE
Essential activation standards
 1 Tier Rack
CHANNEL:-E & D
OUTLET CATEGORY:-DIAMOND
 Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu

board with
combo communication (at least 1 of 3 options).
 Branded table mats/Branded menu card/table top (at least 1 of 3 option) at

least 5 nos.
or all tables if less than 5 tables.
 Flange/Road Standee/Glow sign board (at least 1 of these 3)
 Price communication & visi cooler @ prime position
[57]
----------------------- Page 58-----------------------
CHANNEL-E&D
OUTLET CATEGORY-GOLD
 Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu

board with
 Branded table mats/Branded menu card/table top vinyl’s (at least

1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.
ACTIVATION STANDARDS FOR
CHANNEL:-E&D
OUTLET CATEGORY:-SILVER
 Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu board

with
 Branded table mats/Branded menu card/table top vinyl’s (at least 1 of 3

option) at
least 5 nos. or all tables if less than 5 tables.
Optional activation standards
 Table top Display.
 DPS/Flange/Road standee.
 Price communication & visi cooler @ prime position
[58]
----------------------- Page 59-----------------------
CHANNEL:-CONVIENCE
OUTLET CATEGORY:-DIAMOND
 Table top display unit/Hanging rack (at least 1 should be pure& at least
50%
charged).
 DPS/Flex board/glow sign board /road standee/flange (at least 1 of the

above).
 Arial mobile hanger (with at least 4 mobile hanger displayed at front of

store).
CHENNAL:-CONVENIENCE
OUTLET CATEGORY:-GOLD

50%
charged).

above).

store).
[59]
----------------------- Page 60-----------------------
ACTIVITION STANDARDS FOR
CHANNEL:-CONVENINENCE
OUTLET CATEGORY:-SILVER
Essential activation standards :-
50%
charged).

above).

store).
 Outside crate display (min.3 crate with crate wrap).
ACTIVATION STANDERDS FOR

CHANNEL:-CONVENVENENCE
OUTLET CATEGORY:-BRONZE
 Table top Display.
 DPS/Flange/Road standee.
[60]
----------------------- Page 61-----------------------
ACTIVATION ELEMENTS FOR
GROCERY:-
 3 Tier Rack.
 1 Tier Rack.
 Table Top Display.
 Self Display.
EATING & DRINKING-
 Combo Element.
 Menu Boards.
 Menu card.
CONVENIENCE
 Shelf Display
 Table Top Rack.
 Aerial Mobile Hanger
[61]
----------------------- Page 62-----------------------
ESSENTAIL ELEMENTS FOR ALL CHANNELS
 Price Strips.
 Shelf Display
 Price Cards.
 Cooler Door Tray.
 G.S Board / DPS.
 Bottle Neck Header.
 Crate Wrap.
 Non-Lit Flange.
 Standee.
[62]
----------------------- Page 63-----------------------
DATA
INTERPRETATION
[63]
----------------------- Page 64-----------------------
Data Interpretation
Graph-1 Outlet that have been visited.
TYPE OF OTLETS No. OF OUTLETS

PERCENTAGE
Grocery 17
7%
Convenience 165
66%
E&D 68
27%
TOTAL 250
100%
No. of Outlets
300
250
250
200
150 165
100
50 68
17
0
Grocery Convenience E&D
TOTAL
Interpretation-
Through the above diagram we can know that out of 250 outlets how many outlets are
convenience, grocery and E&D outlets.
Graph-2
[64]
----------------------- Page 65-----------------------
Classification of outlets on the basis of volume
VPO CLASS NO.

OF OUTLET
Diamond
30
Silver
166
Gold
50
Bronze
4
VPO CLASS
2%
12%
20%
Diamond
Silver
Gold
Bronze
66%
Interpretation-
Through this diagram we know that how many outlets in number and what percent of
total outlets belong to diamond class, silver, gold and bronze class.
Graph-3
[65]
----------------------- Page 66-----------------------
Rating for E&D Outlets On the Basis of Score
Rating
Score
Excellent
16 to 20
Good
11 to 15
Satisfactory 6
to 10
Poor
1 to 5
Table -A
Rating No.
of outlet
Excellent
12
Good
7
Satisfactory
16
Poor
33
Table -B
Chart Showing in Percentage
18%
49% 10%
Exellent
Good
Satisfactory
23%
Poor
Interpretation-
In above diagrams, Table-A shows the rating quotation for E&D outlets and
Table-B
shows that out of 68 outlets how many outlets have been rated as
excellent, good,
satisfactory and poor on the basis of their score.
Graph-4
[66]
----------------------- Page 67-----------------------

Rating for Convenience outlets on the basis of score
Rating
Score
Excellent
16 to 20
Good
11 to 15
Satisfactory 6
to 10
Poor
1 to 5
Table-A
Rating No.
of Outlets
Excellent
44
Good
48
Satisfactory
53
Poor
20
Table-B
Chart Showing in %
12%
27%
Excellent
Good
Satisfactory
32%
Poor
29%
Interpretation-
In above diagrams Table-A shows the rating quotation for convenience

outlets and
Table-B shows out of 165 convenience outlets how many outlets have been
rated as
Excellent, good, satisfactory and poor on the basis of their score.
Graph-5
[67]
----------------------- Page 68-----------------------
Rating for Grocery outlets on the basis of score
Rating
Score
Excellent
16 to 20
Good
11 to 15
Satisfactory
6 to 10
Poor
1 to 5
Table-A
Rating
No. of Outlets
Excellent
4
Good
4
Satisfactory
0
Poor
9
Table-B
Chart Showing in %
23%
Excellent
53%
Good
24%
Satisfactory
Poor
0%
Interpretation-
In above diagrams Table-A shows the rating quotation for grocery outlets and Table-
B
shows out of 17 grocery outlets how many outlets have been rated as Excellent,
good,
satisfactory and poor on the basis of their score.
Graph-6
[68]
----------------------- Page 69-----------------------
Earlier Availability Status of Activation Elements in
Grocery Outlets
Ava. Status Shelf display Price strip

Drinking Shot
N.A 5 8
8
Ava. 12 9
9
Total 17 17
17
Availability of Elements
18
16
14
s 12
t
e
l
t 10
u
o
f 8
o
.
o
N 6
0
Shelf display Price stip
Drinking Shot
N.A 5 8
8
Ava. 12 9
9
Total 17 17
17
Interpretation-
Through the above diagram we can know that out of 17 grocery outlets
how many
outlets were having shelf display, price strip, drinking shot and how many outlet
were
not having these activation elements.
Graph-7
[69]
----------------------- Page 70-----------------------
E&D Outlets
Ava. Status menu board Flange/GSB Price strip

Drinking shot
N.A 50 39 41
45
A 18 29 27
23
Total 68 68 68
68
80
70
60
t
e 50
l
t
u
O
40
f
o
.
o 30
N
20
10
0
menu board Flange/GSB Price stip
Drinking shot
N.A 50 39 41
45
A 18 29 27
23
Total 68 68 68
68
Interpretation-
Through the above diagram we can know that out of 68 Grocery outlets
how many
outlets were having menu board, price strip, drinking shot, flange/GSB and how
many
outlet were not having these activation elements.
Graph-8
[70]
----------------------- Page 71-----------------------

Convenience Outlets
Flange/GSB T-top/ S. Display Price

strip Drinking Shot
N.A 63 45 87
93
Ava. 102 120 78

72
Total 165 165 165
165
180
160
140
t 120
e
l
t
u 100
o
f
o 80
.
o
N 60
40
20
0
Flange/GSB T.Top/ S. Display Price
stip Drinking Shot
N.A 63 45 87
93
Ava. 102 120 78

72
Total 165 165 165

165
Interpretation-
Through the above diagram we can know that out of 165 convenience outlets how many
outlets were having Flange/GSB, T.Top/Shelf display, price strip, drinking

shot and
how many outlet were not having these activation elements.
Graph-9
[71]
----------------------- Page 72-----------------------
Earlier channel wise avg. score & overall avg. score
Channel E&D Grocery Convenience

Over all Avg. Score
Avg. Score 6 12 14
11
Avg. Score
14
12
10
E 8
R
O
C
S 6
0
E&D Grocery Convenience
Over all Avg.
Score
Avg. Score 6 12 14
11
Interpretation-
Graph is showing the channel wise average score and overall average
score of the
outlets. Through the above graph we can know that what is the average
score of
channel- E&D, Grocery, and Convenience outlets as well as we can know

the overall
average score of 250 outlets.
Graph-10
[72]
----------------------- Page 73-----------------------
New Availability Status of Activation Elements after

providing the Elements in Grocery Outlets
Ava. Status Shelf Display Price Strip

Drinking Shot
N.Ava. 0 0
0
Ava. 17 17
17
Total 17 17
17
18
16
14
t 12
e
l
t
u 10
O
f
o 8
.
o
N 6
4
0
Shelf Display Price Stip
Drinking Shot
N.Ava. 0 0
0
Ava. 17 17
17
Total 17 17
17
Interpretation-
Above graph shows the new availability status of activation elements in Grocery
outlets
after providing these activation elements of Company. Through the above graph we
can
know that out of 17 grocery outlets how many outlets have shelf display, price
strip and
drinking shot after providing these activation elements in grocery outlets.
Graph-11
[73]
----------------------- Page 74-----------------------
Availability status of activation elements after providing
in E&D Outlets.
menu board Flange/GSB Price strip

Drinking shot
N.A 50 39 31
35
A 18 29 37
33
Total 68 68 68
68
80
70
60
t
e
l 50
t
u
O
f 40
o
.
o 30
N
i
20
10
0
menu board Flange/GSB Price stip
Drinking shot
N.A 50 39 31
35
A 18 29 37
33
Total 68 68 68
68
Interpretation-
Above graph shows the new availability status of activation elements in

E&D outlets
can
know that out of 68 E&D outlets how many outlets have menu board, flange/GSB, price
strip and drinking shot after providing these activation elements in E&D outlets.
Graph-12
[74]
----------------------- Page 75-----------------------
Availability Status of Activation Elements after providing
in Convenience Outlets.
Ava. Status T. Top/S.Display Price Strip

Drinking Shot
N.Ava. 5 0
0
Ava. 160 165
165
Total 165 165
165
Availability of Elements in Outlets
180
160
140
t 120
e
l
t
u 100
O
f
o 80
.
o
N 60
40
20
0
T. Top/S.Display Price Stip
Drinking Shot
N.Ava. 5 0
0
Ava. 160 165

165
Total 165 165

165
Interpretation-
Above graph shows the new availability status of activation elements in grocery
outlets
can
know that out of 165 grocery outlets how many outlets have T.Top/S.Display, price
strip
and drinking shot after providing these activation elements in grocery outlets.
Graph-13
[75]
----------------------- Page 76-----------------------
Channel wise new avg. score & new overall avg. score
Channel Grocery E&D Convenience

Over all Avg. Score
Avg. Score 17 7 18
15
Avg. score&over all avg. score
18
16
14
12
t
e
l
t
u 10
O
f
o
. 8
o
N
6
4
2
0
Grocery E&D Convenience
Over all Avg.
Score
Avg. Score 17 7 18
15
Interpretation-
Graph is showing the channel wise new average score and overall new average score
of
the outlets. Through the above graph we can know that what is the new average score
of
channel- E&D, Grocery, and Convenience outlets as well as we can know

the new
overall average score of 250 outlets.
Graph-14
[76]
----------------------- Page 77-----------------------
Comparison between Graph-9 and Graph-13
Earliear Avg. Score &Overall avg. score
15
10
E
R
O
C
S
5
0
E&D Grocery Convenienc
Over all
e Avg.
Score
Avg. Score 6 12 14
11
New Avg.score&Overall avg. score
20
15
E
R
O 10
C
S
0
Grocery E&D Convenienc Over
all Avg.
e
Score
Avg. Score 17 7 18
15
Interpretation –
By the comparison between Graph-9 and Graph-14 we can know that how many score
are increased in average score of E&D, Grocery, and Convenience outlets.

And how
many score are increased in overall average score of 250 outlets.
[77]
----------------------- Page 78-----------------------
Graph-15
Points increased in avg. score of E&D, Convenience, and

grocery outlets.

Overall Avg. Score
5 1 4
4
Chart Title
6
5
5
4
4
4
3
1
1
0
Overall Avg. Score
Interpretation-
Graph shows the point increased in average score of Grocery, E&D, Convenience
outlet
and point increased in overall average score of 250 outlets. After analyzing graph-
14, I
can say that during two month period of my project I increased 5 point in avg.
score of
grocery outlet, 1 point in E&D Outlet, 4 point in convenience outlet,
and 4 point in
overall average score 250 outlets by providing these activation elements to the
outlets.
CHAPTER-4
[78]
----------------------- Page 79-----------------------
FINDINGS
[79]
----------------------- Page 80-----------------------
FINDINGS
During my project of two month I surveyed for 250 outlets in Maula-Ali

region. I
observed and found the following things during my daily survey.
 I found that many of the retailers are not interested in keeping the
activation elements
like table top, mobile hanger and cut case display in their outlets.
 Many of the outlet owners are not properly maintaining and

decorating table top
mobile hanger cut case display with Coke’s brand.
 Mostly E&D outlet don’t have any activation element of the company in the
outlet
and also they are not interested.
 Among 250 outlets, 135 outlets were not having the price communication in
the outlet
which is very necessary.
 Some outlets are maintaining old price strips and also these are not
easily visible to
the customer.
 Also found dead & useless coolers in some of outlets and some
retailers complain
about the service & repair of coolers.
 I found that some retailer were not satisfied with our service,
for that reason they
stopped to sell our product and started to sell Pepsi product.
 Some retailers use company’s visi cooler for other purpose, and
some keep Pepsi
product in visicooler provided by coca-cola.
 Some retailer complained that ESM or Executive don’t provide any

promotional
equipment and also don’t have proper communication with them.
 I found that Pepsi is doing aggressive advertisement in comparison with

Coke, and
investing aggressively on activation like hording, glow sign board, DPS,

also in terms
of providing good service and free chilling equipment to the retailer.
 I found in some outlets Flange is failed to draw the customer attention

because it is
not easily visible.
 I found so many outlets they want visi coolers from Coca-Cola.
[80]
----------------------- Page 81-----------------------
RECOMMENDATION &
SUGGESTION
[81]
----------------------- Page 82-----------------------
Company should convince retailers to have promotional tools decorating with coke
products
and should tell them why these elements are important and how company as well as
Retailers
is getting benefit of using these activation elements.
Company should focus more and more on E&D Outlet because most of the
E&D outlets
don’t have promotional tools of the company and overall average score of
these outlets is
very less.
Company should reframe the Flange to an attractive and big size because the current
look and
size of Flange is not attractive and fail to draw attention of the population.
Overall service should be improved because many of the retailers are not
satisfied with
company service.
Company must provide free chilling equipment to the outlet where needed and also
company
should work out on the complain of Retailers.
The Company should measure Retailers satisfaction regularly and should

maintain proper
communication with them.
Company can increase the sales when it considering more on retailers, their
suggestions or
complaints about service or product so that necessary action can be taken.
Review meeting should be often held so that the working pattern of the
executives can be
checked and improved if needed.
Company representatives should visit retailers and should make a long-term

relationship with
retailer so that they can push the product.
Distributers should be convinced to pass the incentives to the retailers

so that they are
motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making high sales
volume.
Now company should launch new taste of soft drinks like recently launched Minute
Maid &
also launched new product in another flavor.
In winter Season Company should give more discount & schemes to retailers so that
they sell
more our product.
[82]
----------------------- Page 83-----------------------
CHAPTER-5
LIMITATION OF THE
RESEARCH WORK
[83]
----------------------- Page 84-----------------------
LIMITATIONS OF THE RESEARCH WORK

Considering the fact that “Nothing is prefect in the world, every individual is
bound to
make mistake at some points, and it is genuine”.
 The study was restricted to Maula-Ali region only.
 Limited knowledge of the researcher in the field of research may lead to

interpretation
errors.
 The respondents may be biased or influenced by other factor.
 A busy schedule of dealers/ retailers also makes the collection of

information a very
difficult one.
 The project is purely based on observation & verbal meetings and may be
influenced
by unprecedented factors.
 Non-co-operative behavior of respondent was a big problem in this survey.

.
 The research was based on primary collection of data through

voice interview and
observation so there may be chances of human error.
 The research was depending on the information provided by

the respondents
(retailers). It may insufficient.
 As associated with project, time and money were the major limitations with
project.
[84]
----------------------- Page 85-----------------------

CHAPTER-6
CONCLUSION
[85]
----------------------- Page 86-----------------------
To conclude the study we can say that the activation elements of the
company are very
important. This plays a key role to show the visibility of Coke product in the
outlet to the
customer. These elements are very helpful in spreading awareness about the coke
products to
the customer and increasing in the sale. But as per the research work, most of
the retailers
don’t maintain these elements in their outlets. Score of the E&D outlets is very
poor. Most of
the E&D Outlets don’t have these sales promotion tools. To overcome on
this problem
Company need to communicate & convince owners to maintain these elements

in their
outlets. And also the score of convenience outlets and Grocery outlets is not up to
the mark.
During two month of my project I increased 4 point in score of convenience outlets,

1 point
in E&D outlet, 5 point in grocery outlet and 4 point in overall average score of
250 outlets by
providing these activation elements to the outlets. Company need to focus more and
more in
providing these promotional tools to outlets and needs to convince retailers to

maintain the
standard of activation elements in their outlets. Pepsi is the big competitor for
Coca-Cola and
it is doing aggressive marketing and focusing & spending lot of money

on promotional
activity. Considering on these factors company must focus on promotion activity and
provide
the entire activation element to the outlets. Because activation elements

is very helpful in
increasing the sale of Coke product.
[86]
----------------------- Page 87-----------------------

ANNEXTURE
[87]
----------------------- Page 88-----------------------
QUESTIONAIRE
RED SCORING SHEET
Surveyors Name: __________ Outlet Name: ______________
Address: _________________ Channel: ________________ Category
(D/G/S): ________________
Class (H/M/L):
___________________________
Maula Ali Hyd. S.NO.

E&D GROCERY CONVENIENCE
1. Is a coca-cola
cooler present?
Visicooler/chest cooler.
2. Is the cooler as per
standard?
3. Is the vesi cooler in the

prime position?
4. Is the visicooler in a
working condition? Not
working/unclean
VISICOOLER
5. Is the visicooler light
working?
6. Is the cooler 100% pure?
7. Is the cooler brand-order

compliant?
TOTAL
9. 300 ML (COLA+3)
10. Mobile PET (COLA+3)
11. Maaza RGB
12. CAN (COLA+1)
AVAILABILITY 13. MAAZA PET 600ML & 1.2 LTR.
14. 1.5 LTR. PET (COLA+3)
TOTAL
[88]
----------------------- Page 89-----------------------
E & D
15. COMBO BRANDS ( AT LEAST 3)
16. TENT CARD(MIN 5 OR PRESENT

ON ALL
TABLES
17. FLANGE ROAD STANDEE OR GLOW

SIGN
BOARD
ACTIVATION
GROCERY
18. DISPLAY RACK WITH HEADER
19. IS THE RACK PURE AND CHARGED
20. SHELF DISPLAY
CONVENIENCE
21. TABLE TOP DISPLAY
22. DPS BOARD, GLOW SIGN OR FLANGE
GRAND TOTAL
SIGNATURE OF SURVEYOR
[89]
----------------------- Page 90-----------------------

Name of some outlets
1 Hotel ram Krishna stn.reservation counter

E&D TYPE-2
2 Blue point bakery opp. Reservation counter

E&D TYPE-2
3 Centre café Nr. bus stop

Convenience
4 Limra communication Nr. reservation counter

Convenience
5 N.sheshaiah cool drink plate form no.10 railway

station Grocery
6 Surya agro foods platform no.4 railway station

SEC. Convenience
7 Golden restaurent railway station

E&D TYPE-2
8 Bombay anand bhavan subhas road sec-bad

E&D TYPE-2
9 Golden tea & snacks regimental bazaar sec-bad

E&D TYPE-2
10 Diamond bakery regimental bazaar sec-bad

E&D TYPE-2
11 Santosh sweets opp.sec-bad station

Convenience
12 Amrut store opp.sec-bad station

Convenience
13 Srinivas sweet house opp.railway station. In gate

Convenience
14 Swathi bakery opp.railway station sec-bad

Convenience
15 Swathi tiffin opp.railway station sec-bad

E&D TYPE-2
16 Midwest caterers platform no. 1 sec.raiway stn.

Convenience
17 Sri Badami bai gupta platform.no-1 railway stn. Sec.

Convenience
18 Alfa store alfa hotel opp. Railway stn.

Convenience
19 VL stors opp. Alfa hotel

Convenience
20 Blaji tiffin lodge opp. Railway stn.sec-bad

E&D TYPE-2
21 Everest sweet house opp. Railway stn.sec-bad

Convenience
22 Sagar electronics opp.Railway stn.sec-bad

Convenience
23 Gattu M. Rao opp.Railway stn.sec-bad

Convenience
24 Light of India Venkat

E&D TYPE-2
25 Sri balaji sweets opp.uppal bus stand

Convenience
26 Sri balaji jagdish mithai opp.uppal bus stand

Convenience
bhan.
[90]
----------------------- Page 91-----------------------
27 Banglore Iyenger bakery opp.uppal bus stand

E&D TYPE-1
28 Sherton café opp.uppal bus stand

E&D TYPE-2
29 Sri balaji mithai bhandar opp.uppal bus stand

convenience
30 Central book syndicate Hayagreeva complex

convenience
31 Bakers den opp.stn.ann s school

E&D TYPE-2
32 Laxmi In& Out opp.methodist church

convenience
33 Garden hotel main road

E&D TYPE-2
34 Wayside bar clock tower sec-bad

E&D TYPE-2
35 Ramakrishna foods opp.passport office

convenience
36 Tea time Tea snacks opp.passport office
E&D TYPE-2
37 Canedy café st. marry road

E&D TYPE-2
38 Vijay pan shop M.S.gaud

convenience
39 Sudhakar pan shop opp. Manohar talkies

convenience
40 Bharat bakers St. francis school road

convenience
41 Ganesh pan shop beside gurdwara sec-bad

convenience
42 KNR Food plaza palika bazaar nr. Gurudwara

E&D TYPE-2
43 Pdmaja hotel opp. Reservation counter

E&D TYPE-2
44 Raj Bar &restaurent opp.Railway stn.sec-bad

E&D TYPE-2
45 Durgaiah brothers Station road sec-bad

convenience
46 cakes&cookies 2-415 opp.market complex

E&D type-2
chikalguda
47 enjay general store bay lines chikalguda
convenience
48 balaji tarachand mithai bha. Nr.municiple complex chikalguda

"
49 madhavi sweet house Mylarguda

"
50 sri balaji mithai bhandar Chikalguda

"
[91]
----------------------- Page 92-----------------------

BIBLIOGRAPHY
I have used following resources to prepare this study report to make it

more accurate and
confidential-
Serial no Source of Name

Designation Organization’s/writer’s
information
name
www.cocacola.com
1. Websites www.cocacolaindia.com
www.google.com
2. Guidance Mr. Jitendra Govindani

Faculty of marketing ICBM – SBE
personalities
management
3. Books Marketing Research

C.C.Berry
Marketing Management
Philip Kotler
[92]
----------------------- Page 93-----------------------
[93]

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----------------------- Page 1-----------------------

 Research methodology & Sample design

 Suggestions & Recommendations

CHAPTER- 5…………………………………………..83 -84

 Limitation of the study

----------------------- Page 2-----------------------

----------------------- Page 3-----------------------

OBJECTIVES OF THE STUDY

 To know the effect of the activation elements of coca cola in market.

 To increase incidence through effective utilization of

 To ensure the visibility of coca cola products in the outlets.

 To find out the present status of Coca-Cola brands in the retail

----------------------- Page 4-----------------------

SCOPE OF THE STUDY

 During my project I came to know about Pepsi -Co Marketing strategy

biggest competitor of Coca-Cola.

----------------------- Page 7-----------------------

An Analysis report provides detailed information about prevailing status of

----------------------- Page 8-----------------------

----------------------- Page 9-----------------------

This project is made on the project title “Increasing Incidence

Utilization Of Activation Element Of Coca-Cola” The purpose of this project is to

Therefore every soft drink company is taking interest in promotional activities to

it, now days it become a household necessary item. In field of

kind of organization. By the specific survey, Coca-Cola organization wants to know

company’s brand and its promotional tools in the outlet.

----------------------- Page 10-----------------------

----------------------- Page 11-----------------------

SOFT DRINK INDUSTRY IN INDIA

The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised

Drinks manufactures and the multinational Coca-Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian manufacturers

liberalization, which has helped user in two huge American Multinational

international and Coca-Cola.

THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA

 Thums-Up from Parle and Campa-Cola from Pure Drinks launched.

Punjab agro is submitted to the Indian Government.

 Coca-Cola South Asia Holding Incorporation of the U.S. files an

manufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990:- Coca-Cola and 7 Up launched in limited market in North India . The

----------------------- Page 12-----------------------

1991:- Britco food files an application before FIPB to set up a new

the 100ml segment over Pure Drinks.

becomes a part of the Coke game plan.

 Fountain Pepsi launched in the Northern part of India.

 Pepsi jump up in to Mineral Water name Aquafina.

first quarter of the current fiscal year.

 Hrithik the burning sensation of Bollywood is hired to advertise

2001:- Coca-Cola upgraded from 1.5 ltr. to 2 ltr.

----------------------- Page 13-----------------------

This history begins in Atlanta, Georgia on May 8, 1886, when a

 In January 1893 Coca-Cola was registered with the U.S. patent

 In 1917 Coca-Cola was found to be the world’s most recognized trademark

record of 3 million Coke’s sold per day. Unfortunately, John Pemberton

did not live to see his product’s success.

 Sadly, in the first year of Coke’s existence, Pemberton and his

the business afloat.

in Coca-Cola for an unbelievable $2,300 in 1891. In 1891, Candler and his

formed the Coca-Cola Company.

 In 1893 Candler registered Coca-Cola as a patented trademark. He also

growing concern over the dangers of cocaine by reducing the amount of

drink to a trace. However, he kept some coca extract in Coca-Cola so the

accurately describe the drink. Candler only had a patent on the